SXSW Sydney: Are we witnessing the beginning of the end for the traditional agency?

With 78% of Australian marketers leveraging an in-house agency model in some capacity according to a recent survey, is this the beginning of the end for the traditional agency?

Presenting research at SXSW Sydney last week, in-house agency consultancy ~lution’s founder and CEO, and executive chairman of the In-House Agency Council (IHAC), Chris Maxwell, explained the rise of the model and why brands need to start looking internally for various capabilities.

According to the consultancy’s recent survey, 78% of marketers in Australia in 2023 used some form of in-house or hybrid capabilities, placing the country as the second highest for in-house agency penetration. The US takes first place, at 82%, while Europe was close behind at 76%.