Dentsu's Isobar launches in-housing solution

Josh McDonnell
By Josh McDonnell | 23 October 2019

Isobar, Dentsu's global digital agency, has launched an in-housing solution to help businesses remodel their marketing approach to their digital transformation strategies.

Isobar’s In-housing solution, ‘Accelerate’ specifically enables clients to fast track their in-house capabilities, offering them a partnership that can quickly respond to business challenges and deliver custom solutions routed in a business’s insights and culture.

The global solution will draw from existing resources across Isobar’s 6,500 strong network in Americas, EMEA and APAC, and includes Isobar’s global consultants and technologists.

"We have already been supporting clients with their various in-housing needs and will be rolling out the offering in the coming months," Isobar Australia CEO Erik Hallander told AdNews.

This in-housing solution will leverage Isobar’s strategic, technology and creative offering and accelerate client’s own in-housing solutions.

It will utilise the expertise of Isobar with the convenience of a specialist team deployed on site at a client’s office. The solution has been developed to provide clients with more control, transparency and visibility, while connecting to Isobar’s global network and creative, technology and innovation output.

“With our in-housing solution, we offer the best of all worlds, with our teams providing leading, award-winning expertise in driving experience-led transformation powered by creativity, technology and data," Isobar global chief client officer Sue McCusker says.

"The name ‘Accelerate’ reflects the integral role Isobar plays within a company during the marketing in-housing process and how it helps accelerate clients to better marketing efficiencies, transparency and control, to transform a businesses and brands.”

This in-housing solution utilises Isobar’s capabilities across marketing, commerce, products and service design and consultancy offerings to meet a range of client in-housing needs.

Isobar has demonstrated the delivery of in-housing projects across global markets, including global airline trade association IATA, in Switzerland and Gas & Oil company OK a.m.b.a., in Denmark.

“This is an exciting development for us in delivering more strategic value for our clients, leveraging the fantastic talent and vertical experience we have across disciplines," Isobar global head of delivery Prashant Mehta says. 

"We are truly proud of the impact that we have already created for our clients globally in their transformation journeys with our in-housing solutions and look forward to being a true partner for our clients.”

‘Accelerate’ offers four key services to help clients fast track their in-house capabilities:

  • Turnkey solutions to incubate and bootstrap in-house teams, drawing on Isobar's experience, capabilities and credentials
  • Talent that can extend clients existing teams to help drive strategic initiatives within organisations
  • Consulting services on the processes, training and insights needed for clients to effectively in-house teams
  • Leveraging Isobar’s accelerators and products to enable businesses to increase velocity on clients in-housing their digital transformation journey

Globally, the trend of in-housing has become one of serious conversation which has bleed into the Australian market over the last 12 months.

Locally, Sportsbet became one of the most recent major brands to manage its creative capabilities internally, cutting ties with creative agency BMF.

Carlton United Breweries has also developed a bespoke unit to service its digital advertising strategy, while Woolworths created its own in-house team led by former Adshel boss Mike Tyquin, Cartology.

The likes of retailer David Jones opted to take various creative capabilities in-house after having a significant reduction to its marketing budgets.

Despite the growing trend within Australia, questions have still be raised over its viability in market, based on the overall scale and size of some of the country's highest earning businesses.

AdNews has contact Dentsu locally for comment.

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