Brief

Hybrid agency models gain traction as brands blend in‑house and external teams

South African agency Hoorah says the shift toward hybrid marketing models is accelerating across the continent.

By Felo News Desk · Published Fri, 09 Oct 2026 11:30:22 GMT

Global brands are increasingly moving creative, digital, media and data functions closer to their own organisations, creating hybrid models that blend internal teams with external partners, according to a piece by Hoorah founder Shaune Jordaan on bizcommunity.com.

What happened

Jordaan notes that the perception in parts of the South African advertising industry—that in‑housing is either a threat to agencies or a temporary experiment—does not match the international evidence. In the United States and Europe, major brands have been integrating parts of their creative, digital, content, media and data capabilities for years, often without fully replacing agencies.

What the reports add

The article cites research from the Association of National Advertisers (ANA) in the United States, which found that 82% of surveyed organisations operate some form of in‑house agency. More recent ANA data also shows internal agencies are being viewed increasingly as strategic business partners rather than merely lower‑cost production units.

What was said

Jordaan writes that the debate should shift from "whether" in‑housing is happening to "what" capabilities brands should own internally and "how" those capabilities should work with external expertise. He points to AB InBev’s DraftLine model as a long‑standing example of a global internal creative capability, and mentions PepsiCo’s internal content capability supporting multiple brands.

How it came about

Hoorah’s own experience in South Africa mirrors the global trend. Through its Hoorah Inside offering, the agency has helped brands such as Nestlé, Private Property, Avon, Alexforbes, Heineken Beverages and AB InBev build internal or hybrid capabilities. For AB InBev, Hoorah assisted in creating DraftLine Africa, an internal agency of roughly 100 staff across ten African markets. Hoorah’s global partner Monks has also worked with T‑Mobile, Manulife and Sprint on internalisation, embedded teams and capability‑building programmes.

The article highlights areas where closer integration makes sense—always‑on content, social, CRM, performance creative, data, localisation, adaptation and AI‑enabled production—while suggesting that big‑brand ideas, specialist production, independent strategic thinking and certain technology or media functions may still benefit from external expertise.

Key facts

82% of US organisations surveyed by the Association of National Advertisers operate some form of in‑house agency. (bizcommunity.com)
AB InBev’s DraftLine Africa internal agency comprises about 100 people across ten African markets. (bizcommunity.com)
Hoorah has helped South African brands such as Nestlé, Avon and Heineken Beverages develop internal or hybrid capabilities. (bizcommunity.com)
Monks, Hoorah’s global partner, has worked with T‑Mobile, Manulife and Sprint on internalisation programmes. (bizcommunity.com)
Internal agencies are increasingly seen as strategic business partners rather than just low‑cost production units, according to recent ANA research. (bizcommunity.com)