The In-House Agency Council (IHAC) has opened entries for the 2025 IHAC Awards, celebrating the best of in-house creative work across Australia and New Zealand, and introduced two new categories.
This year’s new categories are; Award for Good, recognising impactful work in sustainability and social causes, and Rising Star Award, designed to spotlight emerging talent with less than five years’ experience.
Abby Blackmore, former Head of DuluxGroup’s in-house team and now head of IHAC, said: “Having spent years running in-house teams, I’ve seen first hand the incredible creativity and impact they can deliver.
“Since launching in 2022, the IHAC Awards have gained significant momentum and this year’s new categories really showcase the diversity of work in-house teams are producing.
Abby Blackmore
Blackmore added: “I’m particularly excited to see submissions that make a positive impact on their communities as well as those highlighting fresh, emerging talent. It’s an exciting time for in-house agencies and the 2025 Awards are a fantastic opportunity to celebrate these achievements.”
The growth in the awards program reflects IHAC’s broader expansion, as the shift towards in-house creative setups gains momentum. Recent IHAC data reveals that 78% of marketers now operate some form of in-house agency, with in-house teams managing on average 70% of creative work—a significant reversal from two years ago, when external agencies held the majority share. The awards are now open to New Zealand in-house teams as IHAC continues to look at the broader Australasian landscape.
IHAC has recently welcomed major brands such as Foxtel, Kraft Heinz, Bupa, ANZ, Reflections Holiday Parks, Movember, and Nutra Organics to its expanding network, in line with this trend.
Blackmore added: “The data shows us that in-house agencies are truly at the forefront of creativity and are becoming the go-to for brands wanting greater control and alignment. As we continue to grow, the 2025 IHAC Awards will showcase the outstanding work these teams are achieving across Australia and New Zealand. Leading IHAC through this period of growth is an exciting opportunity and I look forward to supporting and celebrating this evolution.”
See also: ‘Real thought leadership’: A day of insights and ideas from the 2024 In-House Agency Council summit