South Africa, Oct. 20 -- Research among 40 marketers shows considerable variation, from largely agency-led structures to substantial in-house capability.

What dominates is specialisation: creative, media and performance work is usually split between different agencies, while internal teams keep strategic oversight.

Look closer, and the picture gets more interesting. Where the work sits, and why, varies enormously.

Different businesses, different combinations

The research suggests there is no ideal combination model. Industry, internal capability, data requirements and the balance between brand building and performance all influence operational ownership.

Take a leading insurance marketer whose model leans firmly in-house.

Brand stra...