The 2025 In-House Agency Benchmarking Survey Report

This report brings together the findings of IHALC’s second In-House Agency Benchmarking Survey, created in partnership with Frontify.

When we launched the first survey, in 2023, we noted the lack of research and data on the in-house sector in the UK and EMEA, and particularly the lack of a voice for in-house leaders. Through this bi-annual research, we are seeking to fill that gap.

We recognise that no two in-house agencies are the same – even the word ‘agency’ is not universally used to describe what these teams do. But through our IHALC community and events, we know that many IHAs face similar core challenges. With this research, we hope to help in-house agency leaders to understand how they compare to their peers in terms of the remit, resources and processes of their teams, and also to provide data and context to those looking to work with IHAs.

Remit and Evolution
We began by asking IHA leaders to describe the nature of their in-house team and also their future ambition for it.

Talent and Process
We’ve looked at roles, the diet of work carried out by these teams – now and in the future – and the way in which they do it. We’ve also looked at the tech and the external partners that support that work.

AI and future priorities
Of course we asked about AI, and also what the most important future priorities for IHA leaders are.

In addition to this quantitative data, we also asked our respondents – the senior in-house leaders at 80 organisations in the UK and EMEA – to share their ambitions for the future as well as the major hurdles they face in realising them, and their thoughts on where in-housing in general is heading. And to add some context to those findings, we have interviewed leaders at TUI, Wolters Kluwer and Skyscanner, in a set of case studies.

Those three brands are all customers of Frontify, our partners for this year’s survey. IHLAC would like to thank them for their generous support for this project – without their help, it would not have been possible. We would also like to thank all the leaders who responded to the survey. We believe that the data they have shared creates a representative picture of the in-house sector in the UK and EMEA, coming as it does from representatives in all major sectors as well as a broad range of in-house types and sizes.

Our mission at IHALC is to support in-house agency leadership through shared knowledge, as well as helping to provide a platform for the sector to be heard and understood. This research is another important step in delivering on that commitment.

Download the complete survey, which includes analysis and commentary on the findings, as well as case studies, opinion and comment from IHA leaders themselves, via the link below.

In partnership with

About Frontify
Frontify is the DAM for leading brands: the platform unifies guidelines, templates, and assets to transform how marketing teams create on-brand content on a global scale. Founded in 2013, Frontify is headquartered in St. Gallen, Switzerland, with additional offices in New York City, USA, and London, UK. The SaaS company has grown to over 300 employees and serves global brands such as Uber, Microsoft, and Kia.