ORLANDO  –  In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model.

But that is a challenge agencies are now trying to respond to.

In this video interview with Beet.TV, Helen Lin, Publicis chief digital officer, says hers is relishing the opportunity to go deeper with clients, by leveraging years of experience working on the same kind of technology with which brands are looking to go in-house.

“(For them), working with an agency who obviously has been doing this for hundreds of clients over the last two decades, it allows us to help advise them in doing it, in the best way possible, giving them that reassurance,” she says.

“What’s super exciting about what’s happening with the industry is, as our clients are taking on more and understanding more in terms of data and technology, it actually allows us to spend a lot less time with 101s and start thinking about things like Marketing Cloud and what can that enable, and personalization at scale.

“And it’s allowing us to get deeper in with the client, within their organizations, to do things that are more transformative.”

The number of US brands which have launched in-house agencies has reached 78% – up from 58% in 2013, according to the ANA’s In-House Agency Report.

But many figures vary, and chatter often suggests that implementation isn’t as easy as going all-in on in-house.

This video is part of Beet.TV’s coverage of the ANA In-House Agency Conference. This series is sponsored by Extreme Reach. For more videos please visit this page.