Clemenger BBDO has taken out the top prize at this year’s MFA Awards, with its Samsung Clash of Commuters campaign awarded the Grand Prix.
The activation, which turned the mundane routine of the daily commute into an interactive gaming experience, was praised for its originality and impact.
Celebrating effectiveness in media
The MFA Awards are regarded as the benchmark for media effectiveness in Australia. This year’s gala in Sydney recognised brands and agencies that delivered measurable results while pushing creative boundaries.
Winners on the night included IAG, Lion, Mars, Air New Zealand and McDonald’s, with agencies Clemenger BBDO, Initiative, Wavemaker, Starcom, UM Australia, OMD, This is Flow, Them Advertising, WPP Media, Hello, PHD, EssenceMediacom and Avenue C all picking up honours.
Entries were judged by more than 100 industry leaders – nearly half of them client CMOs – who assessed campaigns on effectiveness, long-term growth and alignment with the MFA’s purpose: We Are The Changers.
Recognising industry leaders
The evening also paid tribute to individuals who have made significant contributions to the industry.
Peter Horgan, CEO of Joy, was acknowledged for his decade of service as Chair of the MFA Board. Horgan stepped down earlier this year after leaving Omnicom Media Group.
Barry O’Brien, Founder & Chairman of Atomic 212°, was inducted into the MFA Hall of Fame, recognised for his long-standing influence and advocacy for media as “a force for good.”
He was presented with his award by IPG Mediabrands CEO Mark Coad.
O’Brien told the crowded room, “Create momentum. Work with good people who become great people. Likewise, clients of all shapes, sizes, and industries. It doesn’t matter how much they spend or how big or little they are, the aim is, and always will be, do the best work. That’s our job. That’s your job.”
IPG Mediabrands CEO Mark Coad presents Barry O’Brien with his award.
Three leaders – Elena Giannini (Avenue C), Katy Eng (OMG Diverse) and Luisa Dalli (Havas Media) – received the MFA Industry Contribution Award for their role in driving Project Diverse with Roy Morgan, a major initiative to modernise Australia’s audience planning data.
Luisa Dalli (Havas Media), Katy Eng (OMG Diverse) and Elena Giannini (Avenue C) won the Contribution Award.
A record year of work
MFA CEO Sophie Madden said this year’s winners highlight the strength of the local industry.
“This year’s winners prove, yet again, that Australia’s media agencies are world-class – delivering clever, creative and commercially powerful solutions that transform businesses and make a real difference in people’s lives.
The bar has never been higher, and the calibre of work we’ve seen this year is nothing short of extraordinary. Congratulations to all our winners and thank you to our incredible judges and the Awards Steering Committee for helping us celebrate the very best of what our industry can achieve.”
Full list of 2025 MFA Awards winners
Grand Prix – Sponsored by Seven
Clemenger BBDO, Clash of Commuters, Samsung
OUTCOMES
Brand Impact – Sponsored by Meta
Initiative and News Corp Australia, Help Our Highway, IAG
Business Impact
Wavemaker, Answer The Call, yourtown
Behaviour Change
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Data-Led Activation
Starcom, When The Going Gets Tough, The Data Gets Going, Metricon Homes
Long-Term Results
UM, XXXX Gold: A Legacy Rebuilt: A Long-Term Media Impact Story, Lion
EXECUTION
Best Integrated Campaign
Clemenger BBDO, Clash of Commuters, Samsung
Best Use of Small Budget <500K
Wavemaker, Building unshakeable hair confidence through ‘detangling hair’ moments, Lady Jayne
Partnership Award
Clemenger BBDO, Clash of Commuters, Samsung
Innovation Award
OMD and Akcelo, Macca’s Squid Game Meal – Dare to Play?, McDonald’s
Best Content Amplification Strategy
This is Flow, Real-Time Runway, MESHKI
ESG Campaign – Sponsored by SBS
Them Advertising, Perfectly Adoptable Campaign, RSPCA South Australia
Industry Change Program – In support of Ad Net Zero
WPP Media, Digital Sustainability Initiative
CHANNEL EXCELLENCE
Best Use of Screens
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Best Use of Search
Starcom, Messy Middle, Air New Zealand
Best Use of Social
Paramount ANZ and Hello, A Mountain of Movies, Paramount+
Best Use of Audio
UM, One Talk at a Time, National Office for Child Safety, Attorney-General’s Department, Australian
Government
Best Use of Outdoor – Sponsored by OMA Move
oOh!media and PHD, Falcon, ANZ
Best Use of Retailer Owned Media
EssenceMediacom and Amazon, Unlocking Amazon to reward that thing you did, Mars
Best Use of Events and Experiential
Clemenger BBDO, Clash of Commuters, Samsung
PEOPLE & CULTURE
Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
EssenceMediacom, Go Blue for Dolly, Dolly’s Dream
Agency Talent & Culture (<100)
Avenue C, Where Experience Takes You
Agency Talent & Culture (>100)
WPP Media, Salary Transparency
NGEN Award
Ashley Hill, Match & Wood
Industry Contribution
Elena Giannini (Avenue C), Katy Eng (OMG Diverse) and Luisa Dalli (Havas Media) for Project Diverse
Hall of Fame
Barry O’Brien
Main image: The team from Clemenger BBDO.