-lution launches in-house agency management service for brands build internal capability

In-house agency consultancy -lution has launched its solution to help businesses build and manage their internal agency capabilities whilst leveraging best-in-class agency practitioners.

The solution, -lution Powered, has been pioneered by Foxtel and Honda. It aims to simplify and de-risk the potentially complex process of building an agency model within a business.

The offering integrates AI, automation, and even offshore support to deliver maximum productivity and high-quality work, while Lution manages team staffing and development end-to-end.

Guy Sawrey-Cookson and Nick Thomas at the 2024 IHAC Summit

Research from the In-House Agency Council revealed 78% of Australian businesses now have some form of in-house agency capability, while 75% combine that  with external agency support. -lution Powered provides access to a panel of world class indie agencies to offer creative diversity.

"The shift towards in-house agencies is accelerating, and Australia is second only to the US in adopting this model," Chris Maxwell, founder and CEO of -lution, said. "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."

Chris Maxwell

Foxtel head of marketing operations, Aaron Michie, said of Lution Powered: “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.

"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."

Nick Thomas

Nick Thomas, partner and chief strategy officer at Lution, said: "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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Top image: Guy Sawrey-Cookson and Nick Thomas at the 2024 IHAC Summit