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Agencies see change ahead as clients take more marketing in-house

As brands continue to bring marketing capabilities in-house, agencies have no choice but to adjust.

Brands like Procter & Gamble, Unilever and United Airlines are bulking up their in-house capabilities, and others are following suit. “We are now seizing back control,” P&G marketing chief Marc Pritchard declared recently. The outcome of the move could be disastrous to agencies’ bottom lines. WPP Group’s share price, for instance, is down 14 percent from the start of the year.

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