Big Questions for CMOs: how will the in-housing trend evolve?

The topic of in-housing is omnipresent in the marketing industry in 2018 and it’s the first topic on the table for Big Questions for CMOs.
The trend for in-housing, led by an erosion of trust in digital specifically, and a need for more control over data. Leading this has been the likes of P&G and Unilever, which most recently said it wouldn't be looking to agencies in its target of creating 'direct' relationships with its consumers.
However, the trend is not so linear and just in the