"We want to see beautiful, clever, stand out work that has delivered brilliant results. But we also want to see the passion, the heart and the true collaboration that got you there! After all, that's what sets in-house apart from the rest."

- Joanne Hall, Chair Judge and Agency Director, Sainsbury's 

"I want to see exciting creative ideas that had a genuine business impact."

- Patrick Burgoyne, Co-Founder, In-House Agency Leaders Club

"Show us the advantage of being in-house. The strongest entries will demonstrate the unique proximity to the brand whether that's speed to market, deep customer understanding, cross-functional collaboration or the ability to create work that feels truly authentic to the business."

- Dan Taylor, Content and Design Lead, British Airways

"Don't try to look like award-winning work. Start with something only you could have made, in your context, for your audience. Work that you then pushed further than feels comfortable. The entries that stand out are usually the ones where someone refused to settle."

- Mat O'Brien, Head Of Creative, ABinbev Draftline

"Be honest about the journey, not just the destination. Great work rarely happens in a straight line. Help the judges understand the challenges you faced, the choices you made, and how your people, processes, and culture enabled success. The strongest entries don't just showcase impressive results, they reveal the thinking, collaboration, and learning behind them."

- Nicky Russell, Managing partner WDC Co-founder of In-house Agency Leaders club, WDC / IHALC

"Be honest about the journey, not just the destination. Great work rarely happens in a straight line. Help the judges understand the challenges you faced, the choices you made, and how your people, processes, and culture enabled success. The strongest entries don't just showcase impressive results, they reveal the thinking, collaboration, and learning behind them."

- Harshil Varsani, Brand & Creative Director, TotallyMoney & CredAbility

"Creative thinking, innovative delivery and evidence of leadership NOT just the status quo."

- Rob Edwards, Head of Media & Digital, Arla Foods

"I'm looking for the entries to show a clear demonstration of the profitable return from the brands investment in communications - in whatever shape or form that expression is. Effectively the creative value of ideas that reinforce the value of creativity in driving positive business results."

- Janet Markwick, CEO/Founder, Markwick Consulting Ltd and J&R Collective Ltd

"Don't just show the work - show the thinking. The best entries will make it clear why the work matters, how the team made it happen, and what it actually delivered. In-house teams often undersell themselves, so this is your chance to properly shout about it."

- Neill Torbit, Head of Brand Design and Creative, Rightmove

"Great story + clear evidence beats a glossy case study every time."

- Robert Anderson, Head of Digital Media, NatWest

"We don't know your brand or category like you do - so take us on the journey!"

- Liz Baines, Head of Strategy, Specsavers

"Do not just show the work. Show why it mattered. Judges need to understand the problem you were solving, the constraints you were working within and what changed because of the work. Be clear on the strategic thinking, honest about the role the in-house agency played and specific about the impact. The best entries will not simply say "we made this." They will show why it was needed, why it was distinctive and why it worked."

- Ben Stead, Fractional CMO/CBO, Wayfarer

"Make my eyes light up and think I couldn't have done that."

- Julia Doyle, Creative Director, Vodafone Three