Have you ever seen an in-house advertising or marketing function turned into a profit center? And if so, did it succeed or fail? I am seeking an example that shows how such an in-house function can be restructured--and maybe even given its own P&L.
The only way this could work is by outsourcing the people to other companies.
But this would change the business you're in and you might as well just outsource the department to a company who does this already.
If recommend reading a book called "The Goal" - it explains things better than me.