The short version

Mark Ritson predicted on November 19, 2024: “in-housing is going to continue to keep growing its share of the pie” Verdict: Called it. Industry reporting into 2025-26 shows continued growth of in-house agencies and holding companies adapting with hybrid models, supporting Ritson's prediction that in-housing's share of marketing work would continue to expand.

Prediction by

Mark Ritson

On November 19, 2024

“in-housing is going to continue to keep growing its share of the pie”

Follow-up

Industry reporting into 2025-26 shows continued growth of in-house agencies and holding companies adapting with hybrid models, supporting Ritson's prediction that in-housing's share of marketing work would continue to expand.

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