After receiving triple the number of entries than last year, the In-house Agency Council has announced its shortlist for the 2025 IHAC Awards.
The awards recognise the best in in-house creativity and innovation across Australia and New Zealand.
Gemma Poesaste, Head of Telstra’s in-house creative agency and IHAC Awards Judge, says that for the last decade, in-housing has been at the heart of her career.
“I’ve seen firsthand how in-house teams can drive creative excellence, build brand fame and deliver truly unmissable work. Since moving back to Australia, I’ve been impressed by the caliber of creativity coming from in-house teams – proving that some of the most impactful ideas are born inside.
“That’s why I’m excited to be a judge in the In-House Agency Awards this year, hosted by the In-House Agency Council (IHAC) and seeing the best work firsthand? A privilege. Celebrating the innovation, storytelling and craft behind in-house creativity? Even better. I can’t wait to dive in – bring on the brilliance.”
In-house on the rise
This year’s Best Creative Work and Best Integrated Campaign were the most popular categories, featuring standout entries from brands like Movember, Asahi Beverages, Youi Insurance and Sportsbet.
Head of IHAC Abby Blackmore adds, “The sheer volume of entries this year tells us everything we need to know about the rise of in-house agencies. It’s not just that teams are producing more work – it’s that businesses are recognising the true value of their in-house capabilities. It’s also fantastic to see strong representation from New Zealand, reinforcing that in-housing is thriving across ANZ and gaining well-deserved industry recognition.”
The two new categories introduced this year saw strong participation, reflecting the expanding role of in-house agencies. The Award for Good category, in particular, highlighted how in-house teams are using their creative capabilities to make a meaningful social impact.
Chris Maxwell, IHAC Chair, says, “For year’s in-house agencies have been the unsung heroes of the industry, quietly going about their job, producing huge volumes of work in a really efficient way, rarely recognised for their impact. Today, in-house agencies are an integral part of the industry, contributing creative thinking, innovation and driving growth for brands. The volume and quality of entries this year is seriously impressive, which speaks to the growth of the model and the continued evolution of the industry.”
2025 IHAC Awards Shortlist
Best Creative Work
- Asahi Beverages 1house | GNBC Winter Migration
- Movember | The Real Face of Men’s Health
- Sportsbet | Volk Too Old
- Treasury Wine Estates | Splash | St Hubert’s The Stag – The Biodegradable Billboard
- Youi Insurance | Project Scott
Innovation
- Xero | Xero Retrospective
- Movember | Shit Mo’s Save Lives
- Optus | Redefining SEM with AI & Data-Driven Efficiency
- TTI / RYOBI | AI-Enabled Product Copy Generator & Packaging Compliance Checker
- Treasury Wine Estates | Splash | The Biodegradable Billboard – St Hubert’s The Stag
Agility
- Optus In-House Team | Redefining Agility to Win the iPhone 16 Launch
- The NRMA | Roadside Assistance Summer OOH 2023/24
- MYOB | Drop the Xero
- Moose Toys | Mr. Beast Lab
Award for Good
- Movember | The Real Face of Men’s Health
- Ministry of Business, Innovation and Employment (MBIE) | Welcoming Week
- Treasury Wine Estates | Splash | St Hubert’s The Stag – The Biodegradable Billboard
- Sportsbet | Try July
Integrated Campaign
- Mountain Culture Beer Co. | Big Cocky
- Youi Insurance | Footy. Made by Fans.
- Asahi Beverages 1house | GNBC Winter Migration
- Movember | The Real Face of Men’s Health
Rising Star
- BALBOA | Bradley Burns
- MYOB | | Ashleigh Hendel
- Asahi Beverages 1house | Zak Rule
- Splash | Marni Burger (Splash Designer Director)
Agency of the Year (AOTY)
- Treasury Wine Estates | Splash
- Youi Insurance
- Asahi Beverages | 1house
- Movember Creative Studio
- Sportsbet
The winners will be announced at the virtual IHAC Awards event on 26 March.
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