The In-House Agency Council unveiled the winners of the 2026 IHAC Awards at a virtual ceremony on April 20.
Since last year, the awards have been open to in-house agency teams across Australia and Aotearoa. At this year’s ceremony, the team at One NZ won the Best Use of Media award for its ‘One big fan’ campaign.
The campaign was praised for its authentic, fan-first strategy and seamless use of multiple touchpoints to keep audiences at the centre of the experience.
Meanwhile, Treasury Wine Estates’ in-house agency Splash took out four major titles, including In-House Agency of the Year.
Splash also won Best Integrated Campaign, Best Creative Work and Award for Agility. Judges praised its ability to turn “impossible into unmissable”, delivering culturally sharp work at speed. This included a AFL grand final activation, led by Snoop Dogg, that cut through a beer-dominated media moment and drove real sales impact.
The team’s ’19 crimes Halloween’ campaign was also recognised for its clear retail insight and measurable business impact.
Step into a broader role
Head of IHAC Abby Blackmore says: “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.
“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.”
This year’s awards introduced three new categories: Best Use of AI, Best Use of Media and Leader of the Year, reflecting the growing role of in-house teams across technology, data, media and business leadership.
Standout achievement
Optus took out Best Use of AI for its OPTX platform. The judges described it as a “ground-breaking application of AI” that not only delivered immediate operational and financial impact, but also stretched the capabilities of partners like Google and set a new benchmark for future solutions.
Meanwhile, Bunnings’ partnership with Tiacs, awarded Award for Good, stood out for its ability to drive meaningful cultural change at scale. Judges highlighted its strong multi-channel amplification and repeatable model for impact.
Roam Agency received the Spirit of IHAC for its contribution to the community. It was recognised for showing up consistently, sharing knowledge and giving generously of its time in its first year as a member.
A fundamental shift
Across the board, the results point to a shift towards more integrated, accountable and innovation-led in-house models.
Blackmore adds: “What we’re seeing now is a fundamental shift in the role of in-house agencies. They’re no longer just delivering creative, they’re leading across AI, media, data and strategy, and driving real business outcomes as a result.
“The most exciting, effective work in our industry is increasingly being built inside brands. That has big implications for how teams are structured, how partners collaborate and where innovation comes from next.
“Congratulations to all of this year’s winners. The standard of work on show reflects just how far the in-house model has come.”
Full winners list
- Best Use of AI: Optus
- Best Integrated Campaign: TWE Splash
- Best Use of Media: One NZ
- Award for Good: Bunnings
- Award for Agility: TWE Splash
- Leader of the Year: Phil Spurden, Optus
- Best Creative Work: TWE Splash
- Spirit of IHAC: Roam Agency
- In-House Agency of the Year: TWE Splash
