Campaigns for KFC, New Balance, FIFA, L’Oreal and ALDI have been named among the finalists in the 2024 MFA Awards, which will be held on 19 September.
The list of finalists includes small and large agencies, local independents and multinationals, and a growing group of collaborative partners.
The 2024 cohort of more than 100 judges consisted of close to 50% client CMOs, who provided an advertiser voice to the selection process. Judges looked for work that demonstrated effectiveness, long-term business growth and media agencies’ industry purpose of We Are The Changers.
Naysla Edwards, VP customer marketing and member experience at American Express ANZ, said: “It has been a privilege and an honour to be a Signature Judge at this year’s MFA Awards; I was wowed by the calibre of media thinking and the work that’s gone into delivering clear and powerful entries.
“Phenomenal to see the focus across the media agency industry on how their efforts are driving tangible business growth, long-term impact and outstanding innovation.”
Woolworths Group GM group media and media planning, Nicole Smart, added: “In judging the MFA Awards, I felt proud of our industry peers and loved seeing media shine.
“We saw some truly inspiring work across a broad range of business categories, from brands both big and small – reinforcing the belief that customer insight, brilliant strategy, and brave execution are equally important in achieving strong results.”
Winners were chosen by silent vote – meaning no one will know the results until the MFA Awards gala dinner in Sydney on 19 September.
MFA CEO Sophie Madden said: “A big congratulations to the finalists of the 2024 MFA Awards for continuing to live up to our industry’s We Are The Changers purpose. Each year, I am blown away by the quality of strategic thinking, innovation and collaboration our members are delivering for their clients.
“I’d also like to thank our judges, who devote a huge amount of time to the significant task of identifying and awarding the most innovative and effective media thinking in Australia.”
The MFA Awards Grand Prix (presented by Seven), and awards for Industry Contribution, Hall of Fame and the NGEN Award will also be announced at the MFA Awards gala dinner on Thursday 19 September 2024 at White Bay Cruise Terminal. The awards will follow on from the MFA EX conference. MFA EX will also be held in Melbourne on 5 September 2023.
The NGEN Award opens for entries on 25 June.
The 2024 MFA Awards finalists are:
OUTCOMES
Brand Impact – Sponsored by Meta
• EssenceMediacom, Google Pixel Perspectives, Google – Collaborating partner: PHD
• Mediahub, Run Your Way, New Balance
• UM and TBWA, The SEEKret to turn plateau into growth, SEEK
Business Impact
• EssenceMediacom, KFC Modelled Menu, Yum!
• Foundation, Telfast Disrupts Its Way To #1, Sanofi
• Initiative and ARN, Win a Billboard, ARN Media – Collaborating partner: JCDecaux
Behaviour Change
• CulturalPulse, FIFA Women’s World Cup 2023 Multicultural Fan Engagement, FIFA
• EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
• Initiative, Mental Fitness Gym, Gotcha4Life Foundation – Collaborating partner: Science Fiction
• OMD, Project Enigma, NSW Cancer Institute
Data-Led Activation
• Atomic 212°, Red Is The New Black, My Muscle Chef – Collaborating partner: Chello
• iProspect, Using Data to Beat the January Blues, Air New Zealand
• OMD, Project Enigma, NSW Cancer Institute
• Zenith Media Australia, How a Built-from-Scratch Data Set Won Christmas 2023, ALDI – Collaborating partner: BMF
Long Term Results
• Bohemia Group, Unleashing Personality to Outgrow The Category, Yellow Tail – Collaborating partner: Dig
• PHD Australia, Getting the Australian Open to the Magic Million, Tennis Australia
• Wavemaker, Maybelline Game-Changing Results, L’Oreal – Collaborating partners: HERO, Photoplay Films, Livewire
EXECUTION
Best Integrated Campaign
• Initiative, Daisy Jones & The Six on Tour, Prime Video – Collaborating partners: Mediabrands Content Studio, Nova, SCA, Spotify, Vevo
• Initiative, Delivering Holiday Smiles, Amazon – Collaborating partners: Mediabrands Content Studio (MBCS), JCDecaux
• Initiative, Taking Aussies back to ’07, Prime Video – Collaborating partners: ARE Media, Mediabrands Content Studio, Scentre Group, Snapchat, Spotify
• OMD, SPF your deck, Dulux Group – Collaborating partner: Thinkbell Melbourne
• PHD, Mountain Goat: Untamed Music, Asahi – Collaborating partner: Spotify
Best Use of Small Budget <500K
• EssenceMediacom, Dogs and Pubs are Better Together, My Dog – Collaborating partner: The & Partnership
• EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
• Foundation, Lunar New Year, HSBC
• UM, Did You Hear That?, Australian Government – Collaborating partner: Spotify
Partnership Award
• EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
• Foundation, Telfast and Seven: Disrupting our way to #1, Sanofi – Collaborating partner: Network Seven
• Initiative, Insuring Indigenous Stories, IAG / NRMA Insurance – Collaborating partners: NITV, SBS
Innovation
• CHEP, Climate Doctor’s Certificate, School Strike 4 Climate – Collaborating partners: Doctor Nick Abel and Doctor David Karoly
• Foundation, Renewables Ad Engine, Sanofi Consumer Healthcare Australia – Collaborating partner: Adylic
• OMD Create, Free Calls to Santa, Telstra – Collaborating partners: OMD, fullstop.ai, The Monkeys
• Wavemaker, Salon Brilliance, Henkel (Schwarzkopf) – Collaborating partners: Goat, Hogarth, Connecting Plots
Best Content Amplification Strategy
• EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
• Initiative, Taking Aussies back to ’07, Prime Video – Collaborating partners: ARE Media, Mediabrands Content Studio, Scentre Group, Snapchat, Spotify
• Principle Media Group, Healthy Minds Campaign 2024, Swisse – Collaborating partner: Traffik Creative
ESG Campaign – Sponsored by SBS
• EssenceMediacom, Cinema for ALL, Mable – Collaborating partner: Val Morgan
• Initiative, Empower With Flowers, Prime Video – Collaborating partner: Mediabrands Content Studio
• Wavemaker and GroupM, The Power of Search, Black Dog Institute – Collaborating partners: Google, Reddit, Folk Agency
Media for Good
• GroupM and Wavemaker, The Power of Search, Black Dog Institute – Collaborating partners: Google, Reddit, Folk Agency
• Foundation, Renewables Ad Engine, Sanofi Consumer Healthcare Australia – Collaborating partner: Adylic
PEOPLE & CULTURE
Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
• CHEP Network, Climate Doctor’s Certificate, School Strike 4 Climate – Collaborating partners: Doctor Nick Abel and Doctor David Karoly
• EssenceMediacom, Putting an End to Childhood Bullying, Dollys Dream – Collaborating partner: The Open Arms
• Initiative, Mental Fitness Gym, Gotcha4Life Foundation – Collaborating partner: Science Fiction
• Mindshare, The Greet Reef Census, Citizens Of The Great Barrier Reef – Collaborating partner: ReThink Everything
Agency Talent & Culture (<100)
• Dentsu QLD
• The Media Store
• This Is Flow
Agency Talent & Culture (>100)
• Atomic 212°
• Initiative
CHANNEL EXCELLENCE
Best Use of Screens
• Initiative and Kinesso, Wonder, Goodman Fielder – Collaborating partners: Flybuys, Channel 9, Channel 7, SBS
• Match & Wood, The Bedroom Binge, Snooze
Best Use of Technology
• Foundation, Renewables Ad Engine, Sanofi Consumer Healthcare Australia – Collaborating partner: Adylic
• OMD Create, Free Calls to Santa, Telstra – Collaborating partners: OMD, fullstop.ai, The Monkeys
Best Use of Audio
• PHD, Mountain Goat: Untamed Music, Asahi – Collaborating partner: Spotify
• UM, Did You Hear That?, Australian Government – Collaborating partner: Spotify
Best Use of Outdoor – Sponsored by OMA
• Initiative and ARN, Win a Billboard, ARN Media – Collaborating partners: JCDecaux
• Initiative, Delivering Holiday Smiles, Amazon – Collaborating partners: Mediabrands Content Studio (MBCS), JCDecaux
• UM, Guinness Brewery of Meteorology, Lion – Collaborating partners: JCDecaux, Thinkerbell
• UM, XXXX Gold Pride in your Origin, Lion – Collaborating partners: JCDecaux, Thinkerbell
Best Use of Performance Media
• Initiative and Kinesso, Wonder, Goodman Fielder – Collaborating partners: Flybuys, Channel 9, Channel 7, SBS
• Intender, Lighting the way with Integrated Media, EnergyAustralia
• iProspect, Nailed It, L’Oréal ANZ
• OMD, Performance Value Engine, Telstra
Best Use of Events and Experiential
• EssenceMediacom, Google Pixel Perspectives, Google – Collaborating partner: PHD
• PHD, Scrum Saga, Asahi Beverages – Collaborating partners: DRUM, Pedestrian Group
The 2024 MFA Awards sponsors are:
Grand Prix Sponsor: Seven Network
Platinum Sponsors: Meta, Outdoor Media Association, SBS
Gold Sponsors: Ad Standards, Foxtel Media, News Corp Australia, OzTAM