The Gerety Awards has unveiled a new award category for 2025, titled In-House Agency of the Year. This addition is in collaboration with The Industry Club, which has recently launched the inaugural UK In-House Talent & Salary Survey.

The In-House Agency of the Year accolade will be determined by a points system based on entries that achieve shortlist, bronze, silver, gold, and grand prix status. The points allocation is as follows: Grand Prix earns 12 points, Gold receives 8 points, Silver is awarded 4 points, Bronze garners 2 points, and Shortlist entries receive 1 point.

The standard deadline for submissions to the 2025 Gerety Awards is set for April 11th, with a final deadline on May 9th. The judging panel for the 2025 awards comprises 245 judges from 50 countries, who will evaluate entries based on the originality of the idea and creativity in execution.

Lucía Ongay, cofounder of the Gerety Awards, expressed enthusiasm about the partnership with The Industry Club, stating, "We are thrilled to partner with The Industry Club again who have a proven record of supporting in-house agencies. This special prize, just like the agency and network of the year awards, will spotlight the world's most creative In-House Agency."

Melissa Smith, Founder and Managing Director of The Industry Club, highlighted the significance of the new award, saying, "In-house agencies continue to push the boundaries of creativity while navigating the unique challenges of operating within a brand. The In-House Agency of the Year award is a well-deserved recognition of their innovation, impact, and growing influence in the industry. We are proud to partner with Gerety once again to shine a spotlight on the exceptional talent within these teams and celebrate their contributions to the creative landscape."

The Gerety Awards, named after Frances Gerety, who coined the iconic slogan "A diamond is forever" in 1948, aim to redefine advertising standards and celebrate campaigns that resonate with consumers. The awards continue to attract significant industry attention, with partners for the 2025 edition including Mastercard, Tantor Films, Tronadores, and Maestro Design, alongside The Industry Club.

According to the organisation, The introduction of the In-House Agency of the Year category reflects the growing recognition of the role in-house agencies play in the advertising ecosystem. By acknowledging their creative achievements, the Gerety Awards seek to highlight the innovative work produced by these teams within the constraints and opportunities of operating internally within a brand.