In-house agencies face financial and AI pressure —experts on the way forward
Original article published in AdAge
Last month’s closure of Liquid Sunshine, the in-house agency at Keurig Dr Pepper, came as a surprise to some industry insiders. The shuttering occurred mere months after the 5-year-old shop received an industry accolade of 2024 In-House Agency of the Year by trade group In-House Agency Forum, and Liquid Sunshine appeared primed for further success.
