Peter Horgan enters MFA Hall of Fame

Peter Horgan was inducted into the Hall of Fame at last night’s MFA Awards.

Horgan, known by many as ‘Horgs’, took to the stage to acknowledge the key professional figures and moments that shaped his career journey.

Among those he made special mention of was Sophie Madden, MFA CEO, whom he dubbed his "partner in crime, but mainly of goodness for well over a decade.” 

Horgs, who previously served as MFA Chair for more than a decade, called out their shared philosophical alignment on what media agencies do for marketers in driving growth for Australian commerce and making the MFA a force for good to make genuine progress as an industry, “especially in the face of weaponised procurement."

"I believe we achieved a lot together, and as I've often mentioned, you did most of the heavy lifting. I won't list it all, but one of the things I'm most proud of is the collaboration and collegiate relationship with other trade bodies. Most specifically, the peak client body, the AANA, now freshly minted as the MAA.

“This was not always thus, and with big structural issues facing our sector, it is a connection that is more critical than ever,” he added.

Horgs also spoke about his 22-year tenure at Omnicom Media Group, including 15 years as CEO of brand and group, calling it an “honour” to have led the business.

Mark Coad and Leigh Terry also got a shout-out. He said: “Our careers have orbited each other for decades as colleagues and fierce competitors, and as I've said before, I know we will be mates forever.”

READ MORE: Former Omnicom CEO Peter Horgan makes the leap to JOY
READ MORE: 'Nothing is forever': Peter Horgan steps down as CEO of Omnicom Media Group Australia and New Zealand

"I can't wait to see what we can build over the coming years"

Horgs shared that he had always been curious about leading an indie agency and credited “Two Americans” with helping accelerate that decision.

“A year in, I'm delighted to be CEO of the unquestioned finest in the land. That's right, the mighty Joy agency. The capability and possibility of Joy as a growth partner for clients is incredible, and I can't wait to see what we can build over the coming years.”

Horgs concluded by telling the industry: “I hope to be around to annoy you all for many years to come as no longer particularly powerful, but newly famous.”

MFA WINNERS

Grand Prix – Sponsored by Seven
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood

Innovation Award 
Ooh!media, Special Group & Initiative, First Ball, Cricket Australia

OUTCOMES

Behaviour Change – Sponsored by Reddit
EssenceMediacom, Bincoin, Containers for Change

Brand Impact  
EssenceMediacom and Seven Network, Google AI Finds its Voice, Google

Business Impact
EssenceMediacom, Tooheys Muster, Lion

Data-Led Activation
Hearts United, Data That Decides, Diageo

EXECUTION

Best Content Amplification Strategy  
dentsu WA & Southern Cross Austereo, Cop Week: Behind the Badge, Western Australia Police Force

Best Integrated Campaign  
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood

Best Use of Small Budget <500K  
Hearts United, Data That Decides, Diageo

ESG Campaign – Sponsored by SBS 
dentsu, Medibank’s Family Roast, Medibank

Partnership Award  
dentsu, Medibank’s Family Roast, Medibank

CHANNEL EXCELLENCE

Best Use of Audio  
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 or Experiential  
Wavemaker, The Audible Express, Audible

Best Use of Outdoor
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood

Best Use of Retailer Owned Media
EssenceMediacom, Dine Cat Decoder, Mars

Best Use of Screens  
Mindshare, Surviving Bad Sleep, IKEA

Best Use of Search 
Meaningful Agency, Better Results, Better Futures, Matrix Education

Best Use of Social 
OMD, Reaction Time: Turning Social Media into a Road Safety Tool, NSW Government

PEOPLE, PLANET & CULTURE

Agency Talent & Culture (<100)
Avenue C

Agency Talent & Culture (>100)
Sparro x BrainLabs

Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)  
dentsu, A Better 10th Birthday, Raise the Age NSW

NGEN Award – In support of Down The Track
Pamela Anthony and Sarah Barlow, UM