Youi Drives Increase in MROI and Saves Hours with -lution

Written By Gen Chatfield

Pivoting from a 100% in-house team to an optimised hybrid model allows enterprise brands to pair internal agility with external scale, driving record-breaking media performance and operational efficiency.

The Challenge

As one of Australia’s leading insurance companies, Youi maintained a complete 100% in-house operating model across media, creative, and production. The internal agency handled the full spectrum of marketing execution, managing everything from broadcast TV production to social media assets, as well as end-to-end media planning and buying across all digital and traditional channels.

However, operating fully in-house brought complex operational and scalability challenges:

  • Operational Friction and Process Manualities: End-to-end workflows between marketing stakeholders and the internal agency lacked optimal efficiency, creating administrative drag and missing opportunities for process automation.

  • Complex Compliance Requirements: Redesigning production and approval processes to maintain strict ASIC compliance required clear operational structure and dedicated workflow tools.

  • Digital Media Enablement: To maximise media effectiveness, Youi needed to modernise its digital capability across paid and owned channels to drive brand engagement and higher media return on investment.

Youi’s Chief Marketing Officer engaged -lution to review the end-to-end operations of the marketing function and in-house agency, introduce workflow automation, optimise media effectiveness, and ensure peak operational performance.

The Solution

Applying the proprietary Evolution framework, -lution conducted a holistic operational review and executed a complete end-to-end transformation.

  • Capability & Expenditure Audit: Evaluated Youi’s existing internal media, creative, and production capabilities alongside total expenditure patterns to identify performance gaps.

  • Hybrid Model Transition: Guided Youi away from a 100% in-house structure toward an optimised hybrid agency model, balancing core internal strengths with specialised external agency capabilities.

  • Media Restructure & Digital Upskilling: Restructured Youi's media operations and upskilled internal teams in digital media and creative automation capabilities.

  • Organisational Redesign: Created and embedded two brand-new dedicated functions within the marketing structure to streamline accountabilities.

  • ASIC Compliance & Technology Implementation: Redesigned end-to-end approval workflows to ensure seamless ASIC compliance, selecting and deploying a modern project management and workflow platform.

  • Optimised Ways of Working: Implemented streamlined ways of working, including AI integration and automated media execution workflows.

The Results

We respect our client’s commercial sensitivities so don’t publicly share our results. We can share that we contributed to Youi’s significant increase in MROI, and improved their in-house capability. If you’d like to know more, contact us.

Gen Chatfield
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