The In-House Agency Council (IHAC) has unveiled the winners of the 2026 IHAC Awards, announced at a virtual ceremony on 20 April 2026, with Treasury Wine Estates’ in-house agency Splash taking out four major titles, including In-House Agency of the Year.
Splash also won Best Integrated Campaign, Best Creative Work and Award for Agility, with judges praising its ability to turn “impossible into unmissable”, delivering culturally sharp work at speed, including a Snoop-led AFL Grand Final activation 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, reinforcing its evolution from in-house agency to true strategic partner within the business.
Abby Blackmore, head of IHAC, said: “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.
Optus took out Best Use of AI for its OPTX platform, described by judges 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.
One NZ’s ‘One Big Fan’ campaign, which won Best Use of Media, was praised for its authentic, fan-first strategy and seamless use of multiple touchpoints to keep audiences at the centre of the experience.
Bunnings’ partnership with TIACS, awarded Award for Good, stood out for its ability to drive meaningful cultural change at scale, with judges highlighting its strong multi-channel amplification and repeatable model for impact.
Roam Agency received the Spirit of IHAC for its contribution to the community, recognised for showing up consistently, sharing knowledge and giving generously of its time in its first year as a member.
Across the board, the results point to a shift towards more integrated, accountable and innovation-led in-house models, with teams increasingly responsible for end-to-end delivery, from creative and media through to data and technology.
Blackmore added: “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, and 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 list of winners:
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
