— Topic —
4 receipts tracked • 100% industry hit rate
— Filed —
RECEIPT #MARK-R
NOV 19, 2024
PREDICTION BY
Mark Ritson“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.
ORIGINAL SOURCE
Mi3RECEIPT #MARK-R
NOV 19, 2024
PREDICTION BY
Mark Ritson“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.
ORIGINAL SOURCE
Mi3RECEIPT #MARK-R
NOV 19, 2024
PREDICTION BY
Mark Ritson“Ironically, I don't think it eliminates the need for big creative agencies...”
FOLLOW-UP
In the context of AI's impact, Ritson states that big creative agencies will not be eliminated, a prediction aimed at the 2030s. It is too early to judge, but as of mid-2026, large creative agencies remain relevant, consistent with his forecast.
ORIGINAL SOURCE
www.mi-3.com.auRECEIPT #MARK-R
NOV 19, 2024
PREDICTION BY
Mark Ritson“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
The trend of in-housing continues to grow as of mid-2026, with many brands expanding internal capabilities. This prediction is consistent with observable industry shifts, but the exact scale and end-point of 'growing its share' are still evolving.
ORIGINAL SOURCE
www.mi-3.com.au