South Africa, July 15 -- In reality, your credentials deck is the work. Often the first thing a client sees - and sometimes the only thing. It shapes perception before you've said a word. And if it doesn't pulse with your agency's culture, perspective and people, you're not just forgettable - you're invisible.

Since 2016, the Independent Agency Search & Selection Company (IAS) Credentials Award has recognised agencies that get the fundamentals right. Relaunched in partnership with DMASA in 2020, it has become a fixture in the Assegai Awards, and 2025 marks a decade of successful collaboration. This isn't about sizzle for sizzle's sake; the award celebrates thinking that's sharp, not showy - stories that reveal, not just sell.

And here's...