In-house agencies have been warned to stop “taking orders” and start moving up the value chain, or risk being replaced by artificial intelligence (AI). That was the strong message delivered at today’s In-House Agency Council (IHAC) Summit in Sydney, which brought together 200 brand, agency and media leaders. “You’ve got to elevate your role within the business,” Maxwell said. Hire Slow Fire FastThe full day event at the Grounds of Alexandria featured brands with in-house and hybrid in-house agencies including Youi, Uber and Westpac. Gemma Poesaste, head of Telstra’s in-house creative agency, resonated with hiring slow mantra and carefully managing the flow of incoming staff.