​In-housing has become hugely popular in the last couple of years, so much so, there is now an industry body associated with the practice - IHAC. The benefits associated with this practice go way beyond cost savings yet at the same time it does not remove the need for external agency partners. But perhaps the agency model will need to adapt to reflect this phenomenon. In a great piece from CMO Chief Editor, Nadia Cameron, read about the real life examples of three organisations that have trodden this path