Marketing Effectiveness

This category celebrates the marketing effectiveness of a campaign which was devised by an in-house agency and delivered brand or commercial success. Entrants must clearly demonstrate how the in-house agency played a leading role in the ideation and development of the campaign. Entrants should use the brand’s own business results to show how the strategy delivered on effectiveness with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as an external agency to deliver the campaign.

Creative Excellence

This category celebrates the creative excellence of a single campaign which was devised by an in-house agency and delivered brand or commercial success. Entrants must clearly demonstrate how the in-house agency played the lead role in the ideation and development of the campaign. While the judges will be looking primarily at the originality and quality of the creative output, they will also consider how the campaign achieved business outcomes for the brand with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as an external agency to deliver the campaign.

Social & Creator Creative Excellence

This category celebrates the creative excellence of a social media or creator-led campaign which was devised by an in-house agency and delivered brand or commercial success. Entrants must clearly demonstrate how the in-house agency played the lead role and why social media and/or an online creator/influencer was at the heart of the campaign. While the judges will be looking primarily at the originality and quality of the creative output, they will also consider how the campaign achieved business outcomes for the brand with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as a social media platform, a creator/influencer or an external agency to deliver the campaign.

Media Excellence

This category celebrates excellence in media planning and buying for a single campaign which was devised by an in-house agency and delivered brand or commercial success. Entrants must clearly demonstrate how the in-house agency played the lead role in the media strategy and the planning and buying of the campaign. The judges will be looking for impactful and innovative use of media channels and data resources. Entrants should use the brand’s own business results to show how the media campaign delivered with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as a media owner or platform or an external agency to deliver the media campaign.

Branded Content Strategy

This category celebrates a branded content strategy which was devised by an in-house agency and delivered brand or commercial success. Entrants must clearly demonstrate how the in-house agency played the lead role in the ideation and development of the branded content strategy. Entrants should use the brand’s own business results to show how the strategy delivered with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as a media owner or platform or an external agency to develop and implement the strategy.

Social Content Strategy

This category celebrates a social content strategy which was devised by an in-house agency and delivered brand or commercial success. Entrants must clearly demonstrate how the in-house agency played the lead role in the ideation and development of the social content strategy. Entrants should use the brand’s own business results to show how the strategy delivered with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as a social media platform, a creator/influencer or an external agency to develop and implement the strategy.

Breakthrough Innovation

This category celebrates an innovation in marketing which was devised by an in-house agency and had a breakthrough or disruptive impact that benefitted the brand’s business. Entrants must clearly demonstrate how the in-house agency played the lead role in the marketing innovation or new product development. The judges will want to understand how and why the in-house agency developed this innovation and how it led to brand or commercial success. Entrants should use the brand’s own business results to show how the innovation delivered with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as a media or technology company or external agency to develop the innovation.

Best Use of Emerging Technology

This category celebrates the best use of emerging technology in marketing by an in-house agency. Entrants must clearly demonstrate how the in-house agency played the lead role in the application of this emerging technology. Such technologies can include but are not limited to artificial intelligence, creative origination and production, data management and media optimisation. The judges will want to understand how and why the in-house agency used this emerging technology and how it led to brand or commercial success. Entrants should use the brand’s own business results to show how the innovation delivered with demonstrable results. It may be helpful to include, when relevant, how the in-house agency worked in partnership with any third parties such as a technology company or external agency to use the emerging technology.

In-house Agency Leader

This award celebrates leadership in the in-house agency sector. It is open to any leader or other senior executive who works in a leadership role in a brand’s in-house agency. Such roles can include but are not limited to commercial, strategy, creative, production, media buying and data management. Entries should provide evidence of leadership and growth and the individual’s role in delivering business performance, development of the in-house agency’s culture, ability to drive transformation and contribution to the brand’s wider business.

Best New In-house Agency or Team

This award celebrates a new in-house agency or team that has launched in the last two years. It is open to an in-house agency or team that has started running campaigns for the first time since 1 January 2023.

In-house Agency of the Year

This award celebrates the best in-house agency and is open to any in-house agency or team that is part of a brand’s business.