The Media Federation Australia (MFA) held their virtual awards on Thursday, celebrating powerful work by Australian media agencies during 2020 and 2021.
During the event, the federation also launched the new industry purpose: ‘We are the Changers‘ which hopes to unite the industry and emphasise the valuable role agencies have in creating change for clients, the economy and for society at large.
MFA Awards committee chair Joe Lunn, chief technology and transformation officer at Mindshare: “In showcasing and celebrating the most innovative and effective media thinking in Australia, the ultimate goal of the MFA Awards is to help elevate the quality of product we deliver across the entire industry and demonstrate the invaluable role that media agencies play in generating business growth for our clients. Congratulations to all of this year’s finalists and winners who have done exactly that.”
MFA CEO Sophie Madden: “We’re pleased we were able to bring the industry together virtually to recognise and reward work that has delivered tangible brand and business results.
“Australian media agencies and their clients showed great agility, perseverance and ingenuity throughout the many challenges thrown at them over the past two years, delivering some of the most insightful and effective work we’ve ever seen – and really living up to the promise of our industry purpose, of being the Changers. We applaud all of the finalists and winners of the 2021 MFA Awards who have set the standard for strategic thinking and effectiveness.”
GroupM CEO Aimee Buchanan said: “We are incredibly proud of our Wavemaker, MediaCom, Mindshare and Essence teams, clients & partners for the work delivered in the last two years.
“So much blood, sweat and tears goes into delivering for our clients day in and out. To do that in the context of the last 18 months is an achievement, and to do it at this standard of work is something we are proud of.”
Winner of the Grand Prix was GroupM agency Wavemaker for the NSW Government ‘Discreet Life’ HIV awareness campaign.
Full list of the 2021 MFA Awards winners:
Behaviour Change
NSW Government, Discreet Life, Wavemaker
Business Impact – Sponsored by QUANTCAST
Swinburne University of Technology, Swintopia, Initiative
Innovation in Media – Sponsored by SBS Media
IAG, CGU Rescues Donuts for Dogs, Mindshare
Brand Impact – Sponsored by OMA
Swinburne University of Technology, Swintopia, Initiative
Partnerships
Dell Australia, Dell Change Makers, MediaCom & 10ViacomCBS
Covid Media Pivot
MARS, Freshen up Behind Your Mask, MediaCom
Best Long-Term Results
nib, Delivering an Unfair Market Share, Essence (previously AKQA Media)
Best Use Of Data & Analytics
Defence Force Recruiting, Deep Data Dive into the Australian Navy, UM
Real-time Marketing
McDonald’s, Macca’s Monopoly = Playing to WIN!, OMD
Best Use Of Content
Tourism Australia, Live From Aus, UM
Bravery – Sponsored by Nine Network
IAG, CGU Rescues Donuts for Dogs, Mindshare
NGEN Award – Supported by UnLtd
Gemma Harriss, Zenith & Thomas Murphy, The Media Store
Pro Bono/Cause Marketing Incentive – In recognition of Pam Lane
Coles Brand Responsibility, OMD
Media Partner
Yahoo
Agency Talent & Culture
Initiative’s Iso-Internship
GRAND PRIX – Sponsored by Seven Network
NSW Government, Discreet Life, Wavemaker