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With the promise of higher Marketing Return On Investment, MROI, the shift of work from external agencies to the in-house agency model continues to increase. It's an easy model to justify — if the in-house delivers.

The in-house team is the determining factor; just a decade ago, getting the right team in place would have been extremely difficult. Fortunately, the pendulum has swung, and today more people want to go client side. So, with this hurdle removed, why is it that some in-house agencies are better at delivering results than others? How do they do it and are the learnings that others can apply?