Several media agencies that I know of, are now doing their own creative – yes, in-house. This is because, typically, it is the media agency that is sitting on a lot of useful data, and they are already using it for their programmatic approach to advertising, and they are the first ones to have realised that 'programmatic buying' coupled with data-driven creative can deliver more effective digital advertising campaigns.
Two out of three of our own media agencies at MCN have their own creative departments. This, when we have the region's top creative or brand agencies, right here in our building. It started with close collaboration throughout the process between the media and creative agencies – and that still happens, but some media agencies have gone a step further to bring creative in-house. And, for social media, not just media agencies, but PR agencies are doing the same.
For online display creative, in particular, data drives and provides the insight that makes for effective advertising. Combine that with programmatic, and you have a powerful tool at hand.