Agencies have one month to get their entries in for the 2026 AdNews Agency of the Year Awards, with submissions closing at midnight on September 24.
Every entry will be assessed by a panel drawn entirely from the client side — senior marketers and CMOs from more than 50 companies spanning FMCG, finance, retail, automotive, travel and telecommunications. The work is judged across multiple rounds by the people who commission it, pay for it and live with its results.
That structure has shaped what wins. Looking back at what previous panellists said they were hunting for and a consistent set of expectations emerges: a sharp point of view, cultural relevance with a job to do and business outcomes that stand up to scrutiny.
Optus director customer marketing Roxanne Tyler, a judge across four years of the program, was blunt about the difference between riding a trend and setting one.
"I want to see bold ideas that don't just follow a trend but lead it," Tyler said.
"Each year we see work riding the latest wave, whether that's the Metaverse, TikTok challenges, podcasts or DE&I, the entries that stand out are the ones that embrace culture and trends in a way that's purposeful, meaningful and effective."
For BMW Australia and New Zealand general manager of marketing Alex McLean, the test was whether an entry could prove it understood the competitive set it was fighting in.
"The best entries have a sharp point of view and a distinct execution that elevates the brand and makes it impossible to ignore," McLean said.
"I want to see entries that show a clear understanding of the category they're competing in, the noise, the norms, the nuances and show how the work broke free from it.
"Whether it's a bold media approach, a clever twist on insight, or simply craft that turns heads, the strongest work connects dots others missed. It's not just creativity for creativity's sake — it's strategic, disruptive and ownable."
Suncorp executive manager of media Greg Kearney put clarity and cultural resonance at the top of his list, with data and technology valued as enablers rather than headlines.
"Work that takes risks, challenges conventions, or plays with culture in fresh ways, but always anchored in a clear brand role," Kearney said.
"The best campaigns start conversations, permeate culture, and ultimately drive both brand and business outcomes. Above all, I want to see entries that show how creativity can solve real problems and create lasting impact, both commercially and culturally."
Australian Pork head of campaigns and branding Eunbi Lee wanted objectives, strategy and delivery laid out plainly, with the outcomes clearly demonstrated.
"I would love to see more ideas and how they translate to a multichannel approach, and innovative thinking that signal where the industry is going in terms of new technology and the adoption or rejection of it," she said.
Entain Australia GM of digital and media Jack Elkins judged entries on whether they broke new ground and hit a commercial goal.
"I saw a lot of 'capital B' brand work which leant into distinctiveness and iterative platforms — I like this approach because it translates well across our fragmented media landscape without losing the power of repetition and cross-channel impact," he said.
Bonds head of marketing Kedda Ghazarian looked for effectiveness at the core of the creative.
"What excites me is work that challenges the status quo, gets people talking or taps into an honest and ownable insight," Ghazarian said.
"I want to see ideas that defy the industry trends and walk their own walk."
L'Oréal chief digital marketing officer Georgina Hack said the strongest submissions showed the partnership behind the work, not just the output.
"It should demonstrate a best-in-class agency and brand partnership, marked by strong collaboration, a shared vision and a deep understanding of local nuances," Hack said.
"I'd love to see how tech is becoming the very pulse of your operations, turning complex challenges into streamlined solutions, and supercharging your human ingenuity to deliver campaigns that are not just effective, but truly groundbreaking."
This year's entrants have more ways in.
The program spans 26 categories alongside a Hall of Fame induction and the Grand Prix, awarded to a standout agency and presented by ACM.
Three new categories join the line-up including Best Use of Music, presented by ARIA, honouring the strategic use of Australian music through a licensed recording featuring an Australian artist or a partnership with an Australian act.
Holdco Agency of the Year will reward an individual agency operating under a holding company; and Specialist Agency of the Year will recognise agencies working within a defined discipline, from retail media and content to performance, CX and search.
AdNews publisher Assia Benmedjdoub said the panel is the reason the program carries weight.
"These awards are about celebrating the agencies and individuals who don't just keep pace with change — they set the pace. They push creative and strategic boundaries while delivering real, measurable impact. With a distinguished panel of senior marketers assessing the entries, the stage is set to dive into the work."
The eligibility period runs from July 1, 2025 to June 30, 2026. Entries must be received by midnight on September 24, 2026, with the gala presentation to be held on Friday, February 19, 2027 at Doltone House, Jones Bay Wharf, Sydney.
AdNews thanks presenting partner ACM and supporting partners ARIA, Blis and Spotify.
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