In-housing most likely on social channels, says IHAC, while media trading remains an external gig

While most Australian brands (96%) said social is the channel they are most likely to manage in-house, more than half (53%) tended to task traditional media trading activities to external agencies, according to an In-House Agency Council (IHAC) study.

The industry body partnered with consultancy Lution and surveyed 24 IHAC members to understand the capabilities and challenges of the in-house model. Brands that participated in the survey include AFL, Asahi, Betfair, Employment Hero, Keypath Education, MYOB, Optus, Seek, Specsavers, Sportsbet, and Treasury Wine Estates.