AUCKLAND, Yesterday: The In-House Agency Council (IHAC) is now in New Zealand, where 71% of Kiwi brands have some in-house agency action.
This compares to 76% in mainland Europe and 78% in Australia. IHAC’s debut across the ditch is bolstered by the 2025 In-House Agency Landscape Report, spotlighting New Zealand’s vibrant in-house scene for the first time.
IHAC’s insights reveal a significant trend: in-house teams are central to modern marketing strategies. Chris Maxwell, IHAC’s Executive Chair, 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.”
Since starting in Australia in 2021, IHAC has become a crucial resource for in-house agency leaders, offering support, knowledge, and an annual conference. Now, with over 40 members, it aims to foster a thriving community in New Zealand. Abby Blackmore, 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, 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.
“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.” – Chris Maxwell
“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.”
In-house agencies in New Zealand lean heavily digital, focusing on social media (87%) and digital content (84%), unlike their Aussie counterparts who still cling to traditional media.
The talent is there too, with significant numbers of graphic designers, social media managers, and digital designers proving that in-house teams can handle complex campaigns usually given to outside agencies.
Despite this robust in-house scene, 52% of marketing efforts still go to external agencies, showing a balanced approach to creative and marketing needs.
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 ihac.com.au or email team@ihac.com.au
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