"Bold, original creative that pushes perceptions of what in-house agencies can achieve. Work that combines strong strategic thinking with exceptional craft, agility and a deep understanding of the brand."

- Dan Taylor, Content and Design Lead, British Airways

"I'm looking for work that's bold, ambitious, and genuinely proves in-house agencies can go toe-to-toe with the best agencies in the world  not as a statement of intent, but as evidence. Work that earns its place at the top table because the thinking is brave, the idea is sharp, and the execution doesn't flinch. Alongside that, it should feel rooted in culture, ideas built on real people, real behaviour, and real tension, that don't chase relevance but create it, and stick because they feel undeniably of their time."

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

"I'm looking for entries that combine creative excellence with genuine impact. The strongest work demonstrates not only great ideas and impressive results, but also the environment that made those outcomes possible. I'm particularly interested in how entrants have cultivated a culture where people and creativity can thrive. Creating and sustaining a strong creative culture within in-house teams, can be challenging. It takes leadership, trust, collaboration, and a willingness to challenge established ways of working. So I'm looking to the work that solves meaningful problems, delivers measurable results, and demonstrates how the right culture can turn creative ambition into real-world impact. The entries that stand out are those that show how people, process, and culture have come together to create something exceptional."

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

"A winning entry makes me feel something first, then proves it worked. I want a clear idea, executed with real craft, that moved a number that matters. Beyond the result, I want the team's fingerprints on it. Show me the constraint you faced, the bold call you made, and the part only your team could have made. Honesty about the messy middle is far more convincing than a flawless story."

- 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

"I'll be looking for work that shows what in-house teams do best; smart, effective creative that's rooted in a genuine understanding of the brand. I'd like to see real craft, not just output. Show me how the team collaborates, how they solve problems, and how the work actually performed. Bonus points for teams finding clever ways of working, particularly when faced with limited budgets or resources."

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

"One of the great things about being in house is the intimacy you have with the brand you care for. So, I'm looking to see how teams have really harnessed this to create work that feels unique and authentically them."

- Liz Baines, Head of Strategy, Specsavers

"I'll be looking for work that is genuinely ownable, not just well-executed. A winning entry should show a clear strategic problem, a sharp creative idea and proof that the work made a meaningful difference to the business, the audience or the organisation behind it. For me, the strongest entries will sit beyond competent delivery. They should feel distinctive, memorable and commercially useful. That might mean work that is strongly ownable to the brand, work that stops people in their tracks, work that changes how an organisation behaves or, at the very top end, work that becomes impossible to ignore. The higher the ambition, the better. I'll be looking for entries where the in-house agency has not simply responded to a brief, but elevated it."

- Ben Stead, Fractional CMO/CBO, Wayfarer

"A brilliant idea, beautifully crafted with a great TOV."

- Julia Doyle, Creative Director, Vodafone Three

"Looking for a clear, concise narrative connecting bold innovation with hard proven results. Winners must prove strategic vision by solving complex and unique brand challenges, not generic every day hurdles."

- Patrick Zinga, Media Lead, Amazon

"I'm looking for work that makes me feel something. If it makes me laugh, cry or feel angry, I want it to genuinely move or surprise me. Ultimately, I'm drawn to simple, bold ideas that stay with you long after you've seen them. There's so much work out there that it's easy for things to get lost. What stands out are ideas with a clear thought and the confidence to see it through."

- Leanne Ainsworth, Head of Creative & Production, Shelter

"Cut-through, standout work that goes beyond craft alone. I'm equally interested in the culture behind it. The best work comes from teams that are empowered, collaborative and set up to consistently deliver at a high level."

- Anthea Angelis, Director of Creative - Entain, Entain plc