house agency
Definition:
In-house advertising service, operated by a relatively small number of ADVERTISERS as an alternative to or in addition to buying-in the services of an ADVERTISING AGENCY or contracting for separate advertising services on an À LA CARTE basis. The option is most characteristically chosen by retailers. Otherwise, the argument seems to hold sway generally that it is less expensive to buy a time-share in the expertise of expensive talents who are permanently on another company's payroll than to try recruiting, reimbursing and retaining them oneself. The most celebrated 'house agency' was maintained for some years by Lever Brothers; but it eventually became independent of the parent company, as Lintas Ltd (Lever Internal Advertising Service), now the 18th-largest advertising agency in the UK, with 214 employees and total BILLINGS of £83.2 million in 1988.
Cross-References:
[advertising agency]
[advertiser]
[billing]
[]
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier],.