BOOKING.COM
Building the Booking.com IHA
THE CHALLENGE:
Booking.com was ready to take control of its creative and production process, moving away from legacy agency relationships to build an internal creative powerhouse. They had a strong brand identity and ambitious creative vision, but lacked the execution experience necessary to produce high-quality work at scale. The challenge was to develop an in-house agency (IHA) that could function at the level of top-tier agencies—without disrupting ongoing marketing initiatives.
OUR APPROACH:
- ACTED AS A COLLABORATIVE, PLUG & PLAY PRODUCTION PARTNER: Provided end-to-end production support, enabling the internal team to immediately execute high-quality campaigns while building out their long-term infrastructure.
- DEFINED THE IHA VISION & ROADMAP: Worked closely with senior stakeholders to outline the structure, workflow, and strategic direction for the in-house agency.
- IDENTIFIED KNOWLEDGE GAPS & PROVIDED SPECIALIST SUPPORT: Established remote coaching and Office Hours sessions, offering expertise in business affairs, post-production, and scaling creative operations.
- SCALED ACROSS GLOBAL MARKETS: Helped the brand establish local satellite teams while producing content for European, South African, Australian, and US markets.
- TRANSITIONED FROM PRIMARY PARTNER TO OVERFLOW SUPPORT: As the in-house team matured, we gradually stepped back, shifting from a core production role to a scalable overflow partner—providing flexible support during peak production cycles.
OUTCOME
A Fully Operational In-House Creative Powerhouse
- Immediate High-Quality Execution: Booking.com’s IHA successfully launched and executed multiple cross-channel campaigns from the start.
- Long-Term Creative Independence: The team developed in-house expertise, allowing them to own and scale production across global markets.
- A Sustainable, Flexible Model: Our input gradually decreased over time, shifting from hands-on execution to strategic guidance and overflow support when needed.
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