The Media Federation of Australia (MFA) has unveiled the finalists for its 2026 Awards, with campaigns for BMW, Diageo, Medibank, L’Oréal, McDonald’s, Unilever, and several state and federal government clients among the top contenders vying for honours at the industry’s biggest night on 24 September.
The finalists were selected from a competitive field by a 120-strong judging panel, comprising an industry-leading 50% client-side chief marketing officers, who collectively brought 1,692 years of industry experience to the process.
All winners were determined by silent vote, with results to remain undisclosed until the gala.
In-person judging returns
This year marked a return to in-person judging, a move praised by both co-chairs and signature judges for elevating the rigour and quality of deliberation.
Catherine Rushton, Chief Strategic Officer at This is Flow and MFA Awards Co-Chair, said the format shift made a tangible difference.
“Bringing judges together in person lifted the energy, debate and rigour of judging. The list of finalists reflects both the growing sophistication of media and its critical role in driving business outcomes. With such an experienced cohort of judges and a strong focus on effectiveness, every finalist has earned their place by meeting an exceptionally high standard,” said Rushton.
Catherine Rushton
Naysla Edwards, VP, Customer Marketing & Member Experience, American Express ANZ, echoed the sentiment.
“Judging the MFA Awards is always a rewarding and inspiring experience, seeing firsthand the exceptional media thinking, collaboration and innovation that exists across our industry. Remarkably, the standard continues to rise year after year, and this year was no exception.
“Returning to in-person judging was a particular highlight, enabling deeper discussion, greater scrutiny and robust debate among the judges. The result is a finalist field that truly represents the very best in bold thinking, strategic excellence and measurable impact. Congratulations to all those who have earned their place among this year’s finalists,” said Edwards.
Naysla Edwards, Amex Vice President of Brand, Customer Marketing and Member Experience.
Breadth of agencies on show
The finalist list spans independent agencies and global networks, reflecting the depth of talent across the industry.
Standout entries include Mindshare & Motion Entertainment by WPP’s Rexona RIVALS: The New Playbook for Branded Entertainment for Unilever, which earned nominations across Business Impact, Best Integrated Campaign, Best Use of Screens, and the Partnership Award.
Clemenger BBDO’s Lifeblood Blood Supply campaign for Australian Red Cross Lifeblood also secured multiple nominations, across Behaviour Change, Best Integrated Campaign, and Best Use of Outdoor.
MFA CEO Sophie Madden said the recognised work demonstrates the strength of Australia’s media industry on a global stage.
“The work recognised this year demonstrates exactly why Australia’s media industry is regarded as world-class. These finalists have combined creativity, strategy, data, and partnership to deliver outstanding results for their clients while advancing the craft of media. Congratulations to every finalist, and thank you to our judges for the expertise, passion and commitment they brought to the process,” said Madden.
In addition to category winners, the gala dinner will reveal the prestigious MFA Awards Grand Prix (presented by Seven), as well as the Hall of Fame inductee, Industry Contributor, and NGEN Award winners.
Full finalist list
Outcomes
Behaviour Change – Sponsored by Reddit
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
dentsu, Medibank’s Family Roast, Medibank
EssenceMediacom, Bincoin, Containers for Change
Uber Advertising & Atomic 212, Test Rides, BMW Group Australia
Brand Impact
dentsu, Medibank’s Family Roast, Medibank
EssenceMediacom and Seven Network, Google AI Finds its Voice, Google
Business Impact
EssenceMediacom, Tooheys Muster, Lion
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, McCafé and Little Treats: A Matcha Made in Heaven, McDonald’s
Performics, Bank of Queenslanders, Bank of Queensland
Wavemaker, La Roche-Posay Anthelios: Owning Summer by Owning Trust, L’Oréal
Data-Led Activation
Hearts & Science, Data That Decides, Diageo
Spark Foundry, Winning When There’s Less to Sell, Royal Caribbean
Execution
Best Content Amplification Strategy
dentsu WA & Southern Cross Austereo (SCA), Cop Week: Behind the Badge, Western Australia Police Force
Best Integrated Campaign
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OM United, Nissan Patrol: It’s Out There. Quite Literally, Nissan
UM, STIs: Make STI Testing Your Beforeplay, Australian Government – Department of Health, Disability and Ageing
Best Use of Small Budget <$500K
EssenceMediacom, Tooheys Muster, Lion
Hearts & Science, Data That Decides, Diageo
OMD, The Mystery of the Missing Golden Slipper, Australian Turf Club
UM, RSV Maternal Vaccination, Australian Government – Department of Health, Disability and Ageing
ESG Campaign – Sponsored by SBS
dentsu, Medibank’s Family Roast, Medibank
Spark Foundry, Iconic Lipstick. Real Impact, Revlon
Partnership Award
dentsu, Medibank’s Family Roast, Medibank
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, Macca’s AFL Happy Meal – Play on!, McDonald’s Australia
PHD Media & OM Content, AFLW wX, AFL
Channel excellence
Best Use of Audio
UM, The Sound of Solidarity: Canteen’s Bandanna Day Reignited on its 40th Year, Canteen
Wavemaker, YSL Beauty Loveshine: Love Game, L’Oréal
Wavemaker, Seat Belters: Remixing Road Safety, Allianz
Best Use of Creators/Influencers – Sponsored by Meta
EssenceMediacom, Badge vs Buttons, Queensland Police Services – Recruitment
Best Use of Events and Experiential
dentsu, eBay Australia at the Cutting Edge of the Circular Economy, eBay Australia
Uber Advertising & Atomic 212, Test Rides, BMW Group Australia
Wavemaker, The Audible Express, Audible
Best Use of Outdoor – Sponsored by OMA Move
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Mindshare, Bowled Out! How IKEA Won Australia’s Summer of Cricket, IKEA
Mindshare, Hero the Bits Beyond the Pits, Unilever
Best Use of Retailer Owned Media
EssenceMediacom, Dine Cat Decoder, Mars
Uber Advertising, Grab & Go, BWS
Best Use of Screens
EssenceMediacom, Livewire & Special, Backseat Arcade, Uber
Mindshare, Surviving Bad Sleep, IKEA
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
Best Use of Search
Avenue C, When Infrastructure Meets Intelligence, KitchenAid
dentsu X, The Hardest Search Problem is a Human One, Charles Sturt University
dentsu, Filling Up University Lectures with Value-Based Search, University of New England
Meaningful Agency, Better Results, Better Futures, Matrix Education
Best Use of Social
EssenceMediacom, Democracy Sauce, Mars
OMD, Reaction Time: Turning Social Media into a Road Safety Tool, NSW Government
People, planet & culture
Agency Talent & Culture (<100) Avenue C Match & Wood PMG This Is Flow Agency Talent & Culture (>100)
Sparro x BrainLabs
WPP Media
Zenith Media
Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
Avenue C, Show We Care, MND Australia
dentsu, A Better 10th Birthday, Raise the Age NSW
Tickets are available via the MFA website here.