The In‑House Agency Paradox: Turning Insider Advantages into Creative Breakthroughs

In-house agencies are booming, over 72% of corporations now have one. With speed, cost efficiency, and deep brand knowledge, they should be unstoppable. Yet too often, insider advantages morph into blind spots, and IHAs are seen as efficient order-takers rather than strategic innovators.

This white paper, developed by Ideally in collaboration with Lution and IHAC, reveals the paradox at the heart of IHAs. Drawing on candid interviews with leaders at Telstra, Sportsbet, Betfair, Asahi and more, it uncovers three tensions that can make or break in-house creativity, and shows how to flip them into catalysts for impact.
Download the full report to learn how to move from order-taker to impact-maker, and discover practical plays to sharpen perspective, protect strategy, and unleash bold ideas from inside the brand.