The report also points to broader indicators of growing trust in in-house media teams. Among respondents, whose annual media budgets range from AU$1m to more than AU$100m, an average of 60% of total media spending has been managed internally over the past three years.

“For years, agency pricing was the main reason brands hesitated to bring media in-house. But with 86% of brands now reporting that their in-house teams match or beat agency rates, that argument no longer holds,” said Mike Worden, chief media officer at -lution and chair of the IHAC Media Strategic Group. “Today, growth is driven not by cost, but by speed, accountability, and the ability to turn insight into action without friction. In-house media has evolved from an experiment into a true operating advantage.”

Investment in capabilities for in-house media teams is also increasing. Nearly half of respondents said they have invested in new digital campaign optimisation technologies, while a further 20% plan to do so in the near future. In addition, around 61% of in-house agencies expect to expand the size or scope of their teams within the next year, pointing to a more deliberate and long-term approach to in-house brand marketing.

“The most important signal in the data isn’t just that in-housing works – it’s that it’s stabilising,” Worden added. “Teams aren’t yo-yoing in and out of models anymore. They’re refining, professionalising, and compounding advantage over time.”

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Upadhyaya brings a wealth of experience as a CRM, marketing data, and tech thought leader, having worked with renowned brands such as Citibank Australia, NAB, Bankwest, HSBC, NRMA, The Star, and Accenture across various industry sectors. 

Moreover, his comprehensive expertise in navigating the complex martech landscape and identifying the most suitable tech stack from various providers will be instrumental in delivering tangible results for -lution’s clients.

Speaking on his new role, Upadhyaya expressed his enthusiasm about his new role and joining the rest of the -lution team with a shared goal of bridging the gaps in the martech industry.

“Our aim is to simplify the complexity and empower marketers and in-house agencies with a more effective and optimized marketing platform. By providing guidance in architecture, tool selection, and marketing operating model design, we will ensure marketers have the tools they need to succeed,” said Upadhyaya.

Meanwhile, -lution’s CEO and founder, Chris Maxwell, emphasizes the need to enhance their services in response to market demand. He said their commitment is to assist their clients in strategy, structure, process, and tools.

Maxwell also added that Satya’s industry leadership adds immense value to the team. His appointment aligns seamlessly with their philosophy of fostering collaboration between marketers.

Lution’s martech practice launch follows a series of recent client wins, solidifying the consultancy’s position as a trusted partner for marketing transformation. The new offering complements -lution’s existing services and reinforces the consultancy’s commitment to delivering exceptional results for clients across diverse industries.

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