South Africa, Aug. 31 -- New research from the Independent Agency Search & Selection Company (IAS) suggests this.

It found that among 40 senior marketing leaders surveyed, eight in 10 now run some form of combination model - internal teams and external agencies working side by side, each doing what they do best.

The most common set-up

The most common set-up, used by just over half of respondents, is a straightforward balance of internal capability and agency support.

"The conversation has moved on," says Johanna McDowell, CEO of IAS.

"Marketers have stopped asking who should own everything, and started asking who's best placed to do each part of the job. That's a far more useful question, and a much harder one to answer well."

How i...