How can an in-house agency create a competitive edge for a company? Just look at Prudential. Prudential's in-house agency was created more than 20 years ago, long before “insourcing” became a trend. Launched as an efficiency drive, the in-house team is now a full-service integrated agency that can stand toe-to-toe with the best external agencies. These folks work with Prudential's various businesses to set strategies and execute against them. In this fireside chat, Niharika Shah, VP and head of brand marketing and advertising at Prudential, gives you an inside look at the evolution of the company's in-house agency, the processes and types of people in place, and the resulting benefits.