Treasury Wine's In-House Agency Splash Wins Four IHAC Awards

Treasury Wine Estates' in-house creative agency, Splash, claimed four major titles at the 2026 IHAC Awards, announced at a virtual ceremony on April 20, 2026. The wins make Splash the most decorated in-house agency at this year's event.

Splash Takes Top Honors Across Four Categories

Splash won In-House Agency of the Year, Best Integrated Campaign, Best Creative Work, and the Award for Agility. The wins spanned two standout campaigns.

The first was a Snoop Dogg-led activation during the AFL Grand Final, where Splash helped a wine brand cut through media space traditionally owned by beer companies. Judges cited measurable sales impact and described the work as turning "impossible into unmissable."

The second was a Halloween campaign for the 19 Crimes wine label. Judges recognized it for "clear retail insights and quantifiable business results," noting Splash's evolution from a traditional in-house team into a strategic business partner.

Abby Blackmore, Head of the In-House Agency Council (IHAC), said: "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."

New Award Categories Reflect Expanding In-House Roles

The 2026 ceremony introduced three new categories: Best Use of AI, Best Use of Media, and Leader of the Year. The additions reflect how in-house teams are taking on responsibilities beyond traditional creative work.

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Optus won Best Use of AI for its proprietary OPTX platform. Judges described it as a "ground-breaking application of AI" that delivered immediate operational and financial benefits and stretched the capabilities of major external partners including Google. Phil Spurden of Optus was also named Leader of the Year, the first time this individual recognition has been awarded.

One NZ won Best Use of Media for its "One Big Fan" campaign, praised for its "authentic, fan-first approach and seamless integration of multiple touchpoints." Bunnings won the Award for Good for its partnership with mental health charity TIACS, recognized for driving cultural change at scale through a repeatable, multi-channel model.

Blackmore noted that "the lines have become blurred between creative, media and technology," with in-house teams now combining disciplines in faster, more connected ways.

IHAC Awards Now in Fourth Year Since 2020 Founding

IHAC was founded in 2020 as Australia's peak body for in-house agencies. The 2026 awards mark its fourth year. This year's judging panel comprised 26 judges drawn from companies including Amazon, TikTok, and Optus.

Roam Agency received the Spirit of IHAC award in its first year of membership, recognized for community contributions and knowledge-sharing within the in-house agency ecosystem.

The growth of formal in-house agency recognition extends beyond Australia. At the 2025 ANA In-House Excellence Awards in the United States, 65 trophies were awarded across 22 categories, with Best Buy named In-House Agency of the Year and Keurig Dr Pepper leading all entrants with six wins.

The full list of 2026 IHAC winners is available on the IHAC website.