IHAC Connect In-House Agency Summit 2024
Wednesday September 11th, 2024
IHAC Connect was designed to bring together IHAC members and non-members from various corners of our industry. Together, we watched some amazing sessions covering the future of in-house agencies and the latest emerging trends. It was a truly wonderful day, made better by the enthusiasm of every attendee! A warm atmosphere that lived up to our IHAC values and a day filled with valuable insights, practical knowledge, and ample networking opportunities. For anyone who couldn’t make it, here are some of the key takeaways from each session. We will be releasing deeper dives into each session as well! Get in touch with us on team@ihac.com.au if you want to hear more!
Key Takeaways from each Session
Summit Opening
Chris Maxwell, Executive Chairman IHAC and -lution CEO
🔥Technological change is the key driver of generational shifts in marketing and advertising, with fragmented channels and audiences creating both challenges and opportunities for marketers and advertisers.
🔥In-house agency models enable businesses to respond rapidly to industry shifts, and in 2023, 78% of businesses in Australia are using in-house agencies, making us a global leader.
🔥Amid all of this, IHAC’s role is to foster community within the space – helping professionals share knowledge and build relationships in a supportive environment.
Session 1 - Global Keynote
Claire Nance, Head of Global Gaming Business Success Strategy
Activision Blizzard
🔥In-house studios have the capability to understand a brand and product so implicitly - use that to your advantage!
🔥Understanding mobile is critical; it makes a brand experience accessible at all times
🔥Ads need to be seamless, authentic and add to an experience - remember, different games drive different emotions
Session 2 - Panel Discussion - Evolving your In House Agency
Abby Blackmore, IHAC
Sarah Hetherington, CommBank
Marcel Hashimoto, Youi Insurance
Cat van der Werff, Canva
🔥Cat explained how she and her team worked to develop Canva’s core brand values: human, inspiring, and empowering. Now, even if they’re expressed in different ways as the company evolves and expands around the world, those values remain central to the brand.
🔥Marcel suggested taking a clear-eyed approach to the in-house model, understanding current resources and capabilities, and involving senior stakeholders in the decision-making process to bake the economics of the business right into your agency model – an IHA needs to be aligned with the broader ambitions and functions of the business.
🔥Sarah described the evolution of both her team as a whole but also of their mission and focus. While they started out growing organically based on the need for an individual role or project development, they’ve shifted to have a more high level view to become a structured and strategic arm of the business.
Session 3 - Turning Generative AI from Theory into Practice for IHAs
Nick Thomas, Founder, -lution
Tim O'Neill, Time Under Tension
🔥Be more ‘dog’; Don’t wait until you know everything, just get stuck in and give it a try.
🔥Think beyond AI for copy and imagery. Think about CX and operational efficiences too.
🔥Multimodal models are coming soon; soon you’ll be able to use these features into your own products.
Session 4 - Media/Martech - Panel Discussion - How brands can be taking better control of media
Chris Maxwell, Executive Chairman IHAC and -lution CEO
Vinetha Manthena, Media Consultant, -lution
Ben Oliver, Head of Media, Treasury Wine Estates
🔥The value of a fresh set of eyes can’t be overestimated. One of the things that most in-house media teams should consider as part of the BAU is processes – some form of third party governance.
🔥Be very clear about your team’s scope of works and recruit accordingly.
🔥Think about how to incorporate AI into your media planning, because it’s not going anywhere.
Session 5 - The Hybrid Agency Model
Nick Thomas, Founder, -lution
Guy Sawrey-Cookson, Executive Creative Director, Foxtel Group
🔥In-house agencies are set up to hit all the points of the golden triangle
🔥Scope creep, mistrust, poor processes and unclear remits can cause hurdles with in-house and external agencies partnerships
🔥Hybrid models work best when clear expectations are set and agreed on
Session 6 - Recruiting & Retaining Top Talent
Lea Walker, Founder, Ms Walker Creative Recruitment
Ryan Kelly, Founder/CEO, Creative Natives
Georgie Bugelly, Group Head of Agency Services, 1House\Asahi Beverages
Emma Grant, Agency Operations Lead, MYOB
🔥Australia often lags behind the US – our agencies have been losing world-class talent to the in-house teams at companies like Spotify or Apple.
🔥Not everyone will thrive in-house, and that’s ok – and it’s also important to find the right pairing of brand + talent. Imagine a brand without creativity at the forefront of its values: it won’t be a good fit for A-list creative talent.
🔥The agency landscape is changing, with fewer jobs available which drives increasing interest in in-house life.
Session 7 - Growing an award winning in-house agency
Tom Opie, Creative Director / Head of Creative, Treasury Wine Estates
Phil van Bruchem, Creative Director / Head of Creative, Treasury Wine Estates
🔥Get under the hood and go beyond the marketing department to really understand the wider business
🔥Listening is essential. An in-house agency is one piece of a big organisation; understand you don’t have all the answers
🔥Focus on award-worthy work, not wanting to win awards
