Last Chance for Digiday Summit Discounts & In-Housing Trends

Last Chance for Discounts on Digiday Publishing Summit Passes

The Digiday Publishing Summit is just around the corner, and time is running out for those looking to grab passes at a discounted price. The last day to save is February 9. This event is important for anyone in the publishing industry, as it brings together leaders to discuss the latest trends and strategies.

Lego Expands In-House Digital Media Team

Lego is making big moves by hiring a global manager to lead their in-house digital media efforts. This role needs someone who is a “subject matter expert” in programmatic media. The goal is to build and inspire a strong team dedicated to their direct-to-consumer unit.

Building a High-Performing Team

Freddie Liversidge, who is the vice president of global media activation at Lego Group, shared that they are working to create an in-house digital media team. This will help them adapt quickly in a fast-changing market. Lego is teaming up with Publicis Media for this initiative.

“We’re looking for great people to join our growing teams around the world,” said Liversidge. “Our mission is to inspire and develop the builders of tomorrow.”

Boots Follows Suit with In-House Talent

Boots, a U.K. retailer, is also bringing in more talent. Recently, they announced plans to hire a digital media manager. This will complete their in-house paid social operation.

Enhancing Control and Speed

Neil Jones, head of performance media at Boots, explained that their team already manages programmatic media, CTV, affiliate PPC, and audio. With the new role, they aim for faster decision-making and better control over their operations.

“We need a team that can match the pace of our business,” Jones added. “We’ve reached a point where we can move quicker.”

Georgia-Pacific Takes In-Housing Further

Georgia-Pacific, the company known for brands like Brawny and Angel Soft, began its in-house journey back in 2019. They now manage almost all their media investments internally, except for TV, which is still handled by the agency OMD.

Working Together with Agencies

Paras Shah, senior director of digital media at Georgia-Pacific, mentioned that they have four programmatic traders in-house. He believes that collaboration with their media agency is key. “We act as one team,” Shah said, explaining how they manage activation and execution alongside agency planning.

Dollar Shave Club Finds Efficiency

Dollar Shave Club has also shifted to an in-house model. Nikki Frisz, the senior director of marketing, shared that they run their entire media operation with a small team of four. This change has made them much more efficient.

The Benefits of In-Housing

Frisz noted that there are real strategic advantages to in-housing social and search operations. Many brands already keep organic and social activities in-house, which makes the transition smoother.

Changing Relationships in Media

As more companies take on in-house operations, the traditional roles of agencies are shifting. Mark Connolly, managing partner for client success at The Specialist Works, pointed out that some brands are now seeking more advice and training from agencies rather than just execution.

Training for In-House Teams

Connolly explained that while some clients want to handle planning and buying themselves, they still need support. “We do training or strategy days for them,” he said, showing how the relationship is evolving.

Future of Media Operations

The trend of in-housing is likely to continue. As companies like Boots and Georgia-Pacific grow their in-house capabilities, they will take on more operations that were once only handled by agencies. This shift could have lasting effects on how businesses approach media buying and strategy.

• Brands will have more control over their advertising efforts.
• Agencies might focus more on consulting rather than execution.
• In-house teams may need to strengthen their skills in various media areas.

“There’s always going to be areas where you’re going to need agency support,” said Satur from Alligator Solutions.

As the landscape changes, it’s clear that in-housing offers both challenges and opportunities for brands and agencies alike.