The In-House Agency Council is opening entries for its annual awards, all about celebrating the best in in-house and hybrid creativity across Australia and New Zealand.
Now in its fourth year, the 2026 program includes categories for creative, integrated and purpose-led work and introduces three new categories – Best Use of AI, Best Use of Media and Leader of the Year.
Free to enter and open to all, submissions will be reviewed by a panel of marketing and creative leaders. Finalists will be announced in early 2026.
Show off your work
Head of IHAC Abby Blackmore says: “We know the calibre of work being delivered inside brands is world-class and these awards give us the chance to shine a spotlight on them. Whether you’re a team of two or a full in-house agency, if you’ve done brilliant work this year, it’s time to show it off.
“We welcome entries from across the entire in-house and hybrid community, whether you’re an IHAC member or not. These awards are here to champion the brilliant minds, ideas and execution shaping brands from the inside.”
In Australia, 78% of marketers are already working within an in-house or hybrid model and many more are shifting that way. In 2025, 24 brands entered the awards program and momentum continues to grow.
Rapid evolution
“The in-house model is evolving rapidly, and the standard of work coming out of these teams is nothing short of phenomenal,” says IHAC executive chairman and lution CEO Chris Maxwell.
“We’re seeing campaigns that are not only creatively ambitious but also strategically sharp and business-driving. These new categories are a reflection of where the industry is headed and a reminder that some of the most exciting work in our sector is happening inside brands themselves.”
Past winners include Youi, Movember, Asahi Beverages, MYOB and Optus, awarded for integrated campaigns, innovation and social impact. The 2025 edition also reflected a rise in AI-driven strategy, data-led performance and purpose-led storytelling across in-house teams.
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