In-House Agency Council launches in NZ; research shows 71% of brands embrace in-housing 

The In-House Agency Council (IHAC), the leading industry body for in-house marketing agencies in Australia, has officially launched into New Zealand as new research shows the majority of Kiwi businesses operate some form of in-housing model.

IHAC’s newly-released 2025 In-House Agency Landscape Report, produced in partnership with Kantar,  delivers comprehensive insights into New Zealand’s growing in-house agency sector for the first time. It shows 71% of New Zealand brands operate with some form of in-house agency capability, just behind mainland Europe (76%) and Australia (78%).

This level of adoption underscores a significant shift in how brands are approaching creative and marketing services, as in-house teams take on a more central role in their organisations.

Chris Maxwell (pictured top left), Executive Chair of IHAC explains: “This data confirms what many of us have been seeing – in-house capabilities are no longer a niche, they’re a core component of modern marketing. Our launch into New Zealand is about supporting these teams, connecting them and helping them to thrive in this evolving space.”

IHAC started in Australia in 2021 as a way to offer in-house agency leaders a place to find relevant support, information and resources to operate more effectively. It has now grown to over 40 members and hosts an annual conference and awards program.

Abby Blackmore (top right), Head of IHAC Australia and New Zealand says: “In-house agencies in New Zealand are thriving, and IHAC’s aim is to create a local community where teams can connect and learn from one another and also collaborate with the extensive Australian IHAC network. It’s a great opportunity to strengthen best practice for in-house agencies across both countries.”

Mike Kevan (bottom left), Head of design, Chapter Lead Creative Production, Spark NZ says: “Having worked in the in-house industry in New Zealand for over 7 years, leading teams for brands like Spark, I’m not surprised to see the breadth of in-house teams flourishing in Aotearoa. Kiwis are adaptive and agile and in-house teams flourish in that environment. It’s great to see the topic being discussed because there is a huge pool of exceptional creatives and industry thinkers in-house who are not getting the representation they deserve.”

The study also highlights that New Zealand’s in-house agencies (IHAs) are distinctively digital-first, with 87% focused on social media and 84% prioritising digital content creation. This stands in contrast to their Australian counterparts, which maintain a stronger emphasis on traditional media.

The talent pool within New Zealand IHAs is robust, with key roles including graphic designers (67%), social media managers (53%) and digital designers (51%). This diverse workforce demonstrates the capability of in-house teams to manage complex, multi-channel campaigns that were traditionally outsourced to external agencies.

Although New Zealand IHAs handle much of the creative workload, 52% of marketing activities are still outsourced, reflecting a healthy balance between internal capabilities and external expertise. This collaboration allows marketers to leverage specialised resources while maintaining a strong in-house foundation, fostering a complementary relationship between IHAs and external agencies.

Christie Sinai (bottom right), Creative Operations Manager, Xero adds: “In-house agencies offer a unique edge. We’re not just immersed in the brand, we are the brand. This translates to a deep understanding of our customers, their needs and how to engage them effectively. Kantar’s research reinforces what we’ve seen firsthand: in-house teams deliver impactful campaigns that resonate with audiences and drive results.”

Additional Insights from the IHAC Landscape Report:
• Satisfaction Levels: 55% of New Zealand marketers report being highly satisfied with their IHAs, outperforming satisfaction with external agencies.
• Adoption of AI Tools: 76% of New Zealand marketers are using or planning to implement AI tools like ChatGPT (85% usage) and Canva Magic Design.
• Future Skill Demands: Tracking and reporting, social media management, and marketing automation are expected to grow in demand over the next 12 months.
• Economic Pressures: Challenges for IHAs include managing workflows, scaling capabilities and keeping up with rapidly evolving technology.
• Hybrid Models: Globally, hybrid models dominate with New Zealand relying on external agencies for 52% of their marketing work.

To view the full report and to find out more about an IHAC NZ membership please visit https://www.ihac.com.au/ or email team@ihac.com.au