‘Easy and cost-effective’: ~lution helps brands leverage in-house agency capabilities with new offering
~lution (also known as Lution) – an “in-house agency consultancy” that launched at the end of January 2021 – has rolled out a new offering developed to assist companies in cultivating “international agency capabilities, whilst leveraging best-in-class agency practitioners.”
~Lution Powered is designed to make crafting an in-house agency model as risk-free and simple as possible. It consolidates external support, artificial intelligence (AI) and automation to provide companies with “maximum productivity and high-quality work”. Meanwhile, ~lution handles end-to-end development and staffing management.
Overall, the solution unlocks a roster of independent agencies readily available to provide diverse creativity.
“The shift towards in-house agencies is accelerating, and Australia is second only to the US in adopting this model,” said Chris Maxwell, ~lution’s chief executive officer and founder.
“However, creating an in-house agency team can be challenging for a number of different reasons from reporting, staffing and capability requirements through to P&L and culture requirements.
“We created ~lution Powered to be an easy and cost-effective way to help partners build and manage an in-house agency. We handle everything – from recruitment to day-to-day management – while ensuring the team has access to top-class external talent when needed. It’s the ultimate blend of speed, efficiency, and creativity.”
(L-R): Guy Sawrey-Cookson, Nick Thomas
The in-house agency solution’s efficacy has been championed by vehicle manufacturer, Honda, and television organisation, Foxtel.
Aaron Michie, head of marketing operations at Foxtel, explained how Lution successfully integrated with Balboa, Foxtel’s internal agency.
“We partnered with Lution around 18 months ago to evolve our in-house agency, Balboa, at Foxtel. For us, Lution Powered provides us with an onshore/offshore team of designers, video creators, editors, and project managers, delivering exactly what we need with fast turnaround times and a seamless approach,” Michie said.
“They’ve integrated smoothly into our workflows, whether collaborating with our team or managing work streams independently. They’re a valued part of the Balboa team, and I’d highly recommend them as a reliable partner.”
Lution’s chief strategy officer and partner, Mick Thomas, added: “What sets Lution Powered apart is how it addresses the evolving complexity of today’s marketing landscape.”
“Brands aren’t just looking for faster outputs; they need teams that can scale, adapt, and integrate seamlessly with broader business goals. Lution Powered gives brands a way to manage this complexity without the usual overheads, allowing them to maintain flexibility while we ensure everything operates at peak efficiency.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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