Australian company Lution has unveiled a new product offering, 'Lution Powered', at the IHA Summit in Melbourne.

The solution is designed to assist businesses in building and managing their internal agency capabilities, while also leveraging external agency practitioners. High-profile brands such as Foxtel and Honda are already utilising the service.

'Lution Powered' integrates AI, automation, and offshore support to deliver productivity and high-quality work. The service also manages team staffing and development. According to research by the In-House Agency Council, 78% of Australian businesses now have some form of in-house agency capability, while 75% combine this with external agency support. 'Lution Powered' provides access to a panel of world-class indie agencies to offer creative diversity.

"The shift towards in-house agencies is accelerating, and Australia is second only to the US in adopting this model. However, creating an in-house agency team can be challenging for a number of different reasons from reporting, staffing and capability requirements through to P&L and culture requirements. We created ~lution Powered to be an easy and cost-effective way to help partners build and manage an in-house agency. We handle everything – from recruitment to day-to-day management – while ensuring the team has access to top-class external talent when needed. It’s the ultimate blend of speed, efficiency, and creativity," said Chris Maxwell, Founder and CEO of Lution.

Foxtel has been partnering with Lution for around 18 months to evolve their in-house agency, Balboa. “We partnered with Lution around 18 months ago to evolve our in-house agency, Balboa, at Foxtel. For us, Lution Powered provides us with an onshore/offshore team of designers, video creators, editors, and project managers, delivering exactly what we need with fast turnaround times and a seamless approach. They’ve integrated smoothly into our workflows, whether collaborating with our team or managing work streams independently. They’re a valued part of the Balboa team, and I’d highly recommend them as a reliable partner,” said Aaron Michie, Foxtel Head of Marketing Operations.

Nick Thomas, Partner and Chief Strategy Officer at Lution, highlighted how 'Lution Powered' addresses the evolving complexity of today’s marketing landscape. “What sets Lution Powered apart is how it addresses the evolving complexity of today’s marketing landscape. Brands aren’t just looking for faster outputs; they need teams that can scale, adapt, and integrate seamlessly with broader business goals. Lution Powered gives brands a way to manage this complexity without the usual overheads, allowing them to maintain flexibility while we ensure everything operates at peak efficiency.”