The In-House Agency Council (IHAC) has officially opened entries for the IHAC Awards 2026.
This year will see new categories added to reflect the rapid evolution of in-house and hybrid creative teams across Australia and New Zealand.
By the fourth year, the awards have become a crucial benchmark for creative excellence produced within brands, as more marketers shift towards in-house or hybrid models for speed, agility, and strategic alignment.
New categories acknowledge evolving capabilities
The 2026 program unveils three new additions: Best Use of AI, Best Use of Media and Leader of the Year.
These categories join an existing line-up celebrating creative, integrated and purpose-led work.
Entries are free and open to all in-house teams across ANZ, regardless of IHAC membership status. Finalists will be announced in early 2026 and judged by a panel of senior marketing and creative leaders.
Abby Blackmore, head of IHAC, said this year’s awards aim to recognise the expanding breadth of work being produced inside brand walls.
“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,” she said.
“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.”
Abby Blackmore
In-house creativity is booming
With 78% of Australian marketers now working within an in-house or hybrid structure, the awards arrive at a significant time for the sector.
Twenty-four brands entered the program in 2025, and IHAC expects continued growth in 2026.
“The in-house model is evolving rapidly, and the standard of work coming out of these teams is nothing short of phenomenal,” said 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, recognised for integrated creativity, innovation and social impact.
The 2025 awards also showcased a surge in AI-driven strategy, data-led performance and purpose-oriented storytelling.
IHAC is also opening sponsorship opportunities for the 2026 program, offering presenting and category partnerships.
The awards campaign is expected to reach more than 40,000 senior marketing and media professionals across trade media, partner channels and IHAC’s owned platforms.
Want to enter IHAC Awards 2026 or explore sponsorship options, click here.