The short version

Mark Ritson predicted on November 19, 2024: “Among other Ritson watch‑outs and predictions was that ‘in-housing is going to continue to keep growing its share of the pie’…” Verdict: Called it. Multiple industry reports through 2025-2026 indicate continued growth in in-house media and creative capabilities among large advertisers, and agency groups have reported pressure from client in-housing.

Prediction by

Mark Ritson

On November 19, 2024

“Among other Ritson watch‑outs and predictions was that ‘in-housing is going to continue to keep growing its share of the pie’…”

Follow-up

Multiple industry reports through 2025-2026 indicate continued growth in in-house media and creative capabilities among large advertisers, and agency groups have reported pressure from client in-housing.

From the High Caliber AI network — see the AI for PR module in the course.