Both in-house agencies and outsourcing models have their own advantages and disadvantages. Outsourcing to an external agency allows marketers to obtain highly specialised strategic, research and planning skills, access to top creative talent and provides an independent perspective on marketing or advertising problems. In-house agencies deliver cost advantages, time efficiencies and afford marketers greater control over the advertising effort. In addition, personnel who work within an in-house agency gain considerable creative experience which stays within the company. Recent trends suggest that the number of in-house agencies is rising.