lution x Chris Maxwell: Embracing Creativity In-house

Despite spending years on the creative agency side working with exciting brands like PlayStation and Coachella, when Chris Maxwell made the decision to bring most of Anheuser-Busch InBev’s marketing in-house, there was only one question on everyone’s mind: Why didn’t we do this sooner? And now, as the founder and CEO of lution, Chris gets to help some of Australia’s most beloved brands do it daily. In this episode, Chris explains why having a “hybrid” agency model is the future of marketing, discusses the unexpected benefits of establishing creative capabilities in-house, and shares practical tips he uses to nurture creative diversity among his clients. Grab a beverage and “have a crack” at listening to this episode, as Chris would say! 

Key Takeaways: 

• We explore what it means to employ a “hybrid” agency model and how in-house and external teams can work together.
• Ever wonder what it’s like to shape the image of some of the world’s most well-known brands? Chris shares his experience working with Ford, Miller Brewing Co., and more. 
• We discuss the importance and impact of creative inspiration both for marketers and their entire companies. 
• Chris shares the first and most pivotal step to starting an in-house agency, plus his three-phase roll-out strategy. 

Guest Bio: 

Chris Maxwell is a senior marketer and business leader with 20 years of experience across Australia, Asia Pacific, and North American markets. Chris is founder and CEO of lution, Australia’s leading marketing transformation consultancy focused on in-house and hybrid agency models. Through lution, Chris and his team have built, run, and optimised more in-house agencies than anyone in Australia. Chris is also the Executive Chairman of the In-House Agency Council (IHAC), Asia’s leading industry body for in-house and hybrid agencies. Through IHAC, Chris and his team share best practices, build capability, and advocate for the in-house and hybrid agency industry. Prior to this Chris spent 13 years on the client side in senior marketing roles for ABInbev, SAB Miller, and Carlton & United Breweries, leading a multi-billion dollar portfolio of iconic Australian brands.