Goafest 2026: CMOs from Zepto, Godrej, Visa converge on hybrid in-house-agency model

At Goafest 2026, marketing leaders from Zepto, Godrej Consumer Products, Visa, HDFC Bank and IBM debated in-house vs agency models, measurement accountability and AI's role. Consensus: hybrid structures that balance speed, creativity and business outcomes are winning, with top advertisers running 10-30 campaigns a month.

— Source publishedSat, 23 May, 2026, 20:54 IST·First seen Sat, 23 May, 2026, 20:59 IST·Source Financial Express · BrandWagon

What happened

At Goafest 2026, marketing leaders from Zepto, Godrej Consumer Products, Visa, HDFC Bank and IBM debated in-house vs agency models, measurement accountability,

Key facts

  • 10 to 30 campaigns/month
  • top 4 advertisers

Why this matters

Hybrid model momentum signals M&A targets in AI-native creative production, in-house agency enablement platforms and attribution tooling—agencies without proprietary tech or embedded models become acquisition fodder, not acquirers.

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