InnerGroup, the global experts in building and optimising in-house marketing capabilities, has entered a strategic partnership with Oystercatchers, a leading marketing management consultancy known for connecting brands with agency partners and driving marketing excellence.
Innergroup and Oystercatchers
The first-of-its-kind collaboration will give brands the ability to unify operations between their in-house agency (IHA) and external agency partners by providing a single perspective across their marketing ecosystems.
The partnership is designed to align all the resources needed to execute modern marketing campaigns by helping brands evaluate, design, and implement the optimal mix of internal and external marketing resources for short-term performance and long-term brand growth.
“The expansion of in-house capabilities is reshaping how marketing works,” said Becky McKinlay, Managing Director of Oystercatchers.
“Understanding the role of the IHA in the context of a client’s agency roster is key to building future-ready marketing ecosystems that balance creativity, agility, and performance.”
Together, InnerGroup and Oystercatchers can help resolve the practice of separating external agencies from the IHAs working on the same brand – an inefficient design that often leads to strategic conflicts, data silos, overspending, and stagnation.
“Periodic roster reviews of external agencies have always ensured that the client’s model is fit for purpose, but in-house agencies are often there for the long-run, working within an oft-changing landscape,” said James Sanderson, Global President of InnerGroup.
“Whilst the roster might change around them, IHAs are substantially less interchangeable, which puts the need for continuous evolution much higher than ever before.”
Fred Schuster, CEO of Inner Group, added: “Marketers need IHAs and external agencies to work in sync like never before.
“Oystercatchers has long been a force for marketing excellence, and by combining their strategic influence with InnerGroup’s operational and executional expertise, we can help brands move faster and operate smarter in increasingly complex times.”