In-House Agency Council has unveiled the winners of the 2026 IHAC Awards, with Treasury Wine Estates’ in-house agency Splash emerging as the dominant force.
Splash took home four major titles, including In-House Agency of the Year, Best Integrated Campaign, Best Creative Work and Award for Agility.
Judges praised the team’s ability to turn “impossible into unmissable”, highlighting work such as a Snoop-led AFL Grand Final activation that cut through a beer-dominated media moment and delivered measurable sales impact.
From in-house to strategic partner
Splash’s 19 Crimes Halloween campaign was also recognised for its strong retail insight and business impact, reinforcing its evolution from an internal function to a strategic growth partner.
Abby Blackmore
Abby Blackmore, Head of IHAC, said this year’s awards reflected a broader shift across the industry.
“What really stood out this year was how blurred the lines have become between creative, media and technology. The best work wasn’t happening in silos, it was genuinely integrated from the start,” she said.
“We’re seeing in-house teams step into a much broader role, combining disciplines in a way that’s faster, more connected and ultimately more effective.”
AI and media take centre stage
The 2026 awards introduced new categories, including Best Use of AI, Best Use of Media and Leader of the Year, reflecting the expanding role of in-house teams.
Optus took out Best Use of AI for its OPTX platform, described as a “ground-breaking application of AI” that delivered operational and financial impact while pushing partner capabilities.
One NZ won Best Use of Media for its ‘One Big Fan’ campaign, recognised for its fan-first strategy and integrated execution.
Bunnings secured the Award for Good for its partnership with TIACS, praised for driving meaningful cultural impact at scale.
A shift in agency models
Roam Agency was awarded the Spirit of IHAC for its contribution to the community, while Phil Spurden from Optus was named Leader of the Year.
Blackmore said the results point to a fundamental shift in how in-house agencies operate.
“They’re no longer just delivering creative, they’re leading across AI, media, data and strategy, and driving real business outcomes,” she said. “The most exciting, effective work in our industry is increasingly being built inside brands.”
Main image: In-House Agency Council