The marketing landscape in New Zealand is undergoing a significant transformation, with in-house agencies (IHAs) becoming a cornerstone of brand strategy. According to the 2025 In-House Agency Landscape Report by the In-House Agency Council (IHAC), 71% of New Zealand brands now operate some form of in-house marketing capability. This places New Zealand just behind mainland Europe (76%) and Australia (78%) in the global adoption of in-house models.
The launch of IHAC in New Zealand marks a pivotal moment for the industry, offering support, resources, and a collaborative network for in-house teams. As Chris Maxwell, IHAC Executive Chair, notes, “In-house capabilities are no longer a niche; they’re a core component of modern marketing.”
New Zealand’s in-house agencies are distinctly digital-first, with 87% focusing on social media and 84% prioritizing digital content creation. This contrasts with Australian IHAs, which maintain a stronger emphasis on traditional media. The digital-first approach aligns with the evolving preferences of consumers and the growing importance of online engagement.
The talent pool within New Zealand’s IHAs is robust and diverse, with key roles including graphic designers (67%), social media managers (53%), and digital designers (51%). This versatility enables in-house teams to manage complex, multi-channel campaigns that were traditionally outsourced to external agencies.
Mike Kevan, Head of Design at Spark NZ, highlights the adaptability of Kiwi teams: “Kiwis are adaptive and agile, and in-house teams flourish in that environment. There’s a huge pool of exceptional creatives and industry thinkers in-house who are not getting the representation they deserve.”
In-house agencies offer cost efficiencies by reducing reliance on external partners. Additionally, being embedded within the organization allows IHAs to develop a deep understanding of the brand and its audience. As Christie Sinai, Creative Operations Manager at Xero, explains, “We’re not just immersed in the brand; we are the brand. This translates to a deep understanding of our customers, their needs, and how to engage them effectively.”
The In-House Agency Council (IHAC), which originated in Australia in 2021, has expanded to New Zealand to support the growing number of in-house teams. With over 40 members and an annual conference and awards program, IHAC provides a platform for collaboration, knowledge sharing, and professional development.
Abby Blackmore, IHAC ANZ Head, emphasizes the importance of community: “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 practices for in-house agencies across both countries.”
While in-house agencies are thriving, 52% of marketing activities in New Zealand are still outsourced. This balance allows brands to leverage specialized external expertise while maintaining a strong internal foundation. The complementary relationship between IHAs and external agencies ensures that brands can access the best of both worlds—deep internal knowledge and external innovation.
The future looks bright for New Zealand’s in-house agencies. As brands continue to prioritize agility, cost efficiency, and digital innovation, IHAs are well-positioned to play a central role in marketing strategies. The support of organizations like IHAC will further empower these teams to thrive and innovate.
For marketers, the rise of in-house agencies represents an opportunity to redefine how brands connect with their audiences. By combining internal expertise with external collaboration, New Zealand’s marketing industry is setting a new standard for creativity and effectiveness.
If you’re part of an in-house agency or considering establishing one, now is the time to get involved. Explore the resources and networks offered by IHAC, connect with industry peers, and stay ahead of the latest trends in marketing. Together, we can build a stronger, more innovative future for New Zealand’s marketing industry.
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