‘It’s no longer a niche’: In-House Agency Council expands to New Zealand
The In-House Agency Council (IHAC) has officially entered the New Zealand market, following research showing 71% of NZ brands operate with some form of in-house model.
The industry body’s newly-released In-House Agency Landscape Report, created in partnership with Kantar, found that New Zealand sits just behind Australia (78%) and mainland Europe (76%) in in-house modelling, demonstrating a significant shift in how brands are approaching creative and marketing services.
As in-house agencies take on a more central role in organisations, IHAC knew it was time to launch across the Tasman.
“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,” said Chris Maxwell, executive chair of IHAC.
“Our launch into New Zealand is about supporting these teams, connecting them and helping them to thrive in this evolving space.”
At SXSW Sydney last year, Maxwell said the entire world is heading down the in-housing path, which is something the industry body has aimed to support since its launch in Australia in 2021.
With over 40 members, IHAC goal is to support the in-house community, helping leaders find relevant information and resources to operate more effectively.
IHAC’s Australian head, Abby Blackmore, who has expanded her remit to New Zealand, said: “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.”
The collaborative study with Kantar also found that 55% of New Zealand marketers are highly satisfied with their in-house agencies, citing outperformance compared to external agencies as a key reason.
It also noted 76% of New Zealand marketers are using or planning to implement AI tools, while marketing automation is among the future skills demands expected to grow over the next 12 months.
While Australia maintains a stronger emphasis on traditional media, according to the study, New Zealand-based in-house agencies are distinctively digital-first, with 87% focused on social media and 84% prioritising digital content creation.
IHAC did note that 53% of marketing activities in New Zealand are still outsourced, reflecting a “healthy balance” between internal and external capabilities.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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