, March 4 -- Research conducted by WFA and The Observatory International in 2023 concluded that: "In-housing is set for rapid and continued growth at major multinationals."

While most of these units are relatively fresh - nearly three quarters are between one and five years old - their skills are expanding, and 70% of respondents now claim to have some form of strategic capabilities in-house - be it brand, creative or media (up from 65% in 2020).

The research suggests that many are also planning to expand the range and scale of their in-house operations. Over the next three years, 56% of respondents expect to move more digital production from external agencies to in-house, 33% of respondents expect to move more offline production, 22% e...