In Housing

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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.

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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.

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The sources provided focus on his prediction and do not include follow-up data or case studies showing how in-housing shares changed after late 2024. Without reliable, directly cited data on the evolution of in-housing between late 2024 and mid-2026 in these materials, this forecast cannot be verifiably matched to an outcome based on the search results alone.

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The supplied results do not contain a later dataset or report confirming this trend, so the outcome cannot be verified here. Too early to tell.

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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.