Chairman Chris Maxwell leads discussion 'The Rise of the Hybrid How In-House Agencies Can Partner With Externals to Get the Best of Both Worlds' at Mumbrella360, 2022.

1. THE RISE OF THE HYBRID
How In-House Agencies can partner with externals
to get the best of both worlds
1

2. Source: US Association of National Advertisers, 2018
2
In-House Agency penetration - USA

3. Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.
67%
have an in-
house agency
3
In-House Agency penetration -Australia
14%
Plan to build
one in the next
12 months

4. 4
Top 10 Services In-Housed
Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.
1. Creative for Digital Media
2. Social Media
3. Creative for Traditional Media
4. Strategy
5. Data / Marketing Analytics
6. Content Marketing
7. Design Studio
8. Video Production
9. Web Development.
10.PR

5. 5
Benefits
Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.
Better Knowledge of Brands 84%
Cost Efficiencies 84%
Speed & Agility 67%
Consistency of Output 65%
Overall ease of working with 63%
Dedicated staff 60%
Greater control over output / data 56%
Institutional Knowledge 51%

6. 6
Challenges
Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.
Managing Workflow 44%
Project Prioritisation 37%
Expanding Capabilities 35%
Recruiting Top Talent 35%
Delivering Great Creative 33%
Industry knowledge 30%

7. How satisfied are you with the
performance of your external agencies?
How satisfied are you with the
performance of your in-house agency?
Marketers with in-house agencies are notably more satisfied than those using external agencies
Satisfied
86%
7
Satisfied
64%
Performance - IHA’s and External Agencies
Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.

8. 77%
of marketers with
IHA’s are also using
external agencies
70%
of work is done by
the in-house agency,
on average
How do you expect the workload of your
IHA to change over the next 12 months?
Does your company also work
with any external agencies?
Increase
73%
Hybrid Model and Workloads
Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.

9. “In-house agencies increasingly
complement external agencies”
“In-house agencies increasingly
threaten external agencies”
9
Synergy - IHA’s and External Agencies
Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.

10. TIM GILL
Content & Creative
Director - MYOB
DAVID SUTHERLAND
General Manager
- Yes Agency
CHRIS MAXWELL
Founder & CEO - lution
Chairman - IHAC
10
PRIYA KANNIAPPAN
Group Marketing Director
- Carsales.com.au
Our panel

11. 11
5 Tips for working in a Hybrid Model
Source: Kantar Australian In-House Agency Landscape Report in conjunction with IHAC, 2021.
1. Start with the end in mind
2. Get on the same page
3. Leverage each other's strengths
4. Share ways of working & processes
5. Work, learn & play together

12. Thank you
Chris Maxwell - Founder & Chair IHAC
Chris@IHAC.com.au
0406 317 753