Combining agency and in-house expertise the only route to marketing success, urges Proactive International PR

Businesses must abandon the outdated ‘either or’ mindset and recognise that the combination of in-house and agency teams is the optimal engine for marketing success, Proactive International PR has asserted in its new ‘Connected Insights’ blog series.

One key instalment – penned by CEO James Page – examines the old in-house versus agency debate, and how it no longer reflects the realities of modern marketing. The wider series also explores how AI, research-driven strategy and stronger technical storytelling are reshaping the industry, and why these shifts make agency partnership more essential than ever.

“While 82% of organisations have established in-house agencies, 92% of brands still retain external agency partners to bolster internal skills and manage capacity,” said Proactive PR CEO, James Page. “Today’s marketing demands have outgrown the idea that teams must choose one model or the other. Instead, the businesses winning are those that combine in house insight with agency scale to deliver stronger, faster, more effective work.”

Each instalment has been authored by Proactive PR’s own experts working on the frontline of this evolving communications landscape.

This announcement follows on from the agency’s launch of its Optimisation Strategy for Citations and AI Relevance (OSCAR) in February 2026. A key example of how the industry is shifting to a more AI-driven perspective, OSCAR is designed to help organisations understand and improve their AI and Large Language Model (LLM) rankings, providing tools to assess visibility within these platforms and strengthen how their solutions are described and recommended.

The Connected Insights series builds on this point, examining how AI and LLMs are reshaping how companies generate demand, differentiate themselves and stay ahead of rapidly shifting markets.

“Today’s businesses are facing noisier environments, shrinking attention spans, and increasingly complex buyer journeys – and now require support not just for execution, but for clarity, creativity and strategic direction.” continued Page. “By reading this series, you will get a clear sense of what agencies should be delivering for your business, and if they’re not, you know where to find us!”

Each instalment of the ‘Connected Insights’ has now been published on the Proactive PR website.