Emma is the founder of IHAR In-House Agency Review and a Director at Dahling Recruitment. She is a recognised specialist in building, scaling, and transforming in-house agencies, with a career spanning global agency networks, brand side studios, and hands on operational leadership.

She has held senior roles at WPP, VCCP, and Publicis Groupe, before joining Philip Morris International to launch and lead its global in-house creative and production studio. There she built the in-house operating model and how that worked with their agency partners, built the team, and launched workfront across for HQ and its 76 markets. Creating one eco system.

In 2023 she founded IHAR. Emma realized that many in-house models start with a creative team but lack operational rigour. The in-house needs to run well to make brilliant work and scope and resource needs to managed to make this happen. IHAR helps in-house agencies build process and systems to enable and and agencies build their operating model and ecosystem between the brand, agency partners and the in-house studio. Part of this is to also build their tech stack, talent team and structures, workflows and transformation planning. Through Dahling, Emma also supports organisations as they design and build out high performing teams.

She sees Blutui as a timely answer to the challenges she helps in-house teams solve every day. The platform brings clarity to scoping, resourcing, and workflow which strengthens the credibility of in-house teams. It removes low value admin for creative and operational leaders so they can focus on strategy and direction. Automation and smart workflow reduce repetitive tasks without compromising craft. Better visibility of workload supports healthier team decisions. The structure supports responsible scale while maintaining quality, reflecting Emma’s own experience building global in-house capability.

Emma speaks regularly on in-house strategy, operations, and creative transformation, contributes to industry benchmark reports, and advises in-house leaders across sectors on the future of talent, production, AI, and offshoring.

She is driven by the belief that in-house agencies can be efficient and creatively ambitious, and that the right model gives teams the structure, confidence, and space to create work that matters.

“Blutui gives in-house teams the structure to scale responsibly and the breathing room to be truly creative. That is the shift this space needs.”