Champagne Strategy Chris Maxwell - Inhouse vs agencies & the future of marketing operations - S5 Ep15
May 25, 2025
Chris Maxwell, an in-housing consultant from Lution, dives into the evolving landscape of marketing strategies. He discusses the shift from traditional agencies to in-house teams, emphasizing benefits like speed and cost efficiency. Chris shares insights on finding a hybrid approach that balances in-house talent with agency expertise. The conversation also highlights the rising importance of AI in transforming marketing operations, urging professionals to adapt their skills for future success. Listen for valuable lessons from real-life examples and industry trends!
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Sportsbet Inspires In-house Shift
- Chris Maxwell's experience at Carlton United Breweries showed the advantage of in-house teams for cultural relevance and agility.
- Sportsbet's quick cultural response inspired the building of an in-house agency to enable faster, cost-efficient creative work.
Hybrid Model Balances Needs
- In-housing frequently done, core creative and media work improves brand alignment and accountability.
- Agencies provide value by offering specialized, infrequent, high-skill roles that internal teams can't support cost-effectively.
Digital Media Breaks Traditional Leverage
- Digital media buying disrupts traditional media agencies' volume leverage, reducing their rate negotiation advantage.
- Brands gain better performance by owning their data and optimizing campaigns directly in digital.
