Dell, IAG, MARS, Swinburne University, McDonald's and Tourism Australia land MFA Awards 2021: The list of winners
Marketing campaigns from the likes of NSW Government, Dell, IAG, MARS, Swinburne University, McDonald's and Tourism Australia were voted the best in the business at the MFA Awards yesterday. See the full list of winners here.
What you need to know:
- NSW Government voted overall winner.
- GroupM won most awards, almost half of overall prizes.
NSW Government's HIV campaign ‘Discrete Life’ landed out the 2021 MFA Awards Grand Prix last night.
The awards celebrated the best and most effective work created by media agencies in 2020 and 2021, with winners selected by silent vote after a rigorous judging process involving more than 100 people.
Campaigns from Dell, IAG, MARS, Swinburne University, McDonald's and Tourism Australia were also among those voted the best in the business by MFA members. (Read an interview with Dell's top marketer here on how the brand drove massive growth by going hard on brand after being swamped by Australian publishers after MediaCom issued an open brief).
Winning agencies included Wavemaker, Initiative, OMD, UM, Essence, Mindshare, MediaCom, 10ViacomCBS and Yahoo. GroupM agencies won seven out of 16 categories.
Gemma Harriss from Zenith and Thomas Murphy from The Media Store won the NGEN Award, with their entry for UnLtd charity Indigenous Literacy Foundation.
“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,” MFA Awards Committee Chair Joe Lunn, Chief Technology & Transformation Officer at Mindshare, said.
Sophie Madden, MFA CEO, said: “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.”
The 2021 MFA Awards winners are:
Behaviour Change: NSW Government, Discreet Life, Wavemaker
Business Impact: Swinburne University of Technology, Swintopia, Initiative
Innovation in Media: IAG, CGU Rescues Donuts for Dogs, Mindshare
Brand Impact: 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: IAG, CGU Rescues Donuts for Dogs, Mindshare
NGEN Award: 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: NSW Government, Discreet Life, Wavemaker
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