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Hi Abeer. Big subject, but I shall try and summarize my response (read between the lines for elaboration).
In-house marketing is a mixed bag, has its advantages. You have a team of people who are dedicated 24/7 to the marketing goals of their product/service. Their deep familiarity with the business blueprint of the company they work for (this is their only mandate), gives them a vantage point to drive growth, with most internal stakeholders on board (ideal picture).
Marketing companies, myself included, push back against this notion of 'dedication' citing limited, myopic vision which comes with this extreme 'internalization'. Not to mention the restricted flow of information which flows one-way - from the top down - with limited room for sincere debate or challenging of established (read 'management') opinion.
On the other hand, inviting an external agency to handle marketing for a company ensures a greater degree of openness of views, absence of bias, fresh infusion of ideas and most importantly, a two-way flow of information between the marketer and the marketed.
