Sarah Halfpenny Events

Case Study: The Inside Out Awards 2019!

Showcasing the best in-house creative talent

It all starts with a brief

Established in 2013, the Inside Out Awards are the only UK Awards to showcase the very best of the UK’s In-House Creative teams. In its 7th year, the Awards have seen over 300 entries, 43 award winners, 27 industry judges and 750 guests celebrating at the Awards event.

With steady growth, year on year, Emma Sexton, Founder of the Inside Out Awards saw its potential to offer more award categories, engage more sponsors and reach a wider audience. Emma therefore sought the expertise of Sarah Halfpenny to develop both the awards processes, reach and impact.


Key objectives

Hosted by Emma Sexton, Award Founder, with support from the Judging Panel and Sponsors, the event gave in-house design teams the opportunity to truly celebrate achievement, stand out work and in-house talent.

The key objectives to be met included:


  • Identify and implement opportunities for growth
  • Plan, manage and deliver the Awards process
  • Project manage and deliver the Awards Event
  • Support the Awards rebrand with regular content creation

Services that we provided

As part of this project, we engaged in the following work streams

Event Strategy

Event Management

Content Creation

Event Delivery


Event Development

We worked with Emma to introduce the following new award categories for the event, and created a new ‘News” section on the IOA website and wrote regular blogs to announce key milestones, developments and updates:

  • Outstanding Achievements and Contribution
  • Leaders and Mentors
  • Rising Star Award
  • Brixton Finishing School was chosen to become the Inside Out Awards Charity Partner of the year

Introduction of a Judges Day

New to the judging process this year was a Judges day, held on the 25th September at Adobe in London.

The day provided a unique opportunity for the Judges to come together to discuss the merits of each entry, finalise scores and collectively as a panel decide on the shortlist and winners.


Awards Accreditation

Having developed the awards process, Sarah was keen for the Awards to be recognized as one which were run ethically. Sarah underwent the process of applying for the Awards Trust Mark, accredited by the Independent Awards Standards Council.

The Inside Out Awards were awarded the Bronze level Awards Trust Mark. This is both a reflection of the excellent standards to which the IOA are organised and the processes now in place to ensure the Awards are run ethically.


The finished article!

Wednesday 30th October saw the 7th Inside Out Awards take place at the Trampery in London.

With a record 150 guests representing 25 in-house design teams, the evening celebrated 13 deserving winners.

  • Over 150 entries
  • 12 major awards
  • One Outstanding Contribution
  • One Special Impact Award
  • 10 Leaders and Champions Recognised

Want the same success with your own event?

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