New categories, awards database as applications open for 2022 MFA Awards
The MFA has launched its 2022 MFA Awards, which are due to take place in October. There are three new award categories - including one that demonstrates agency-led ESG success - as well as a new questionnaire that will inform an MFA Awards database resource.
The Media Federation of Australia has asked the media industry to submit their best work demonstrating effectiveness and long-term business growth for the 2022 MFA Awards.
This year’s awards will be handed out at a black tie gala dinner at Royal Randwick Racecourse in October, with the new industry purpose, “We are the Changers”.
There are three new categories this year: One recognising media agency work helping clients transform marketing – 'Marketing Transformation', another showing how media-led ideas influenced environment and/or society through sustainability – the 'ESG Award', and the 'Client Leadership' award that demonstrates excellence from client-side teams with media partners.
Award entrants will also answer a confidential questionnaire for the first time, creating a new MFA Awards Database storing best practice and informing the MFA’s analysis and reports.
MFA Awards Chair Joe Lunn, Chief Technology and Transformation Officer at Mindshare Australia, said: “The MFA Awards are THE opportunity for media agencies to demonstrate how our unified purpose of ‘We Are The Changers’ has been brought to life at the highest level.
“It’s about elevating our work across the entire industry and demonstrating the role that media agencies play in generating long-term business growth for our clients.”
MFA CEO Sophie Madden said: “The MFA Awards is one of the industry’s most credible awards programs thanks to the rigorous judging process, which includes independent auditing, blind voting and proof of media contribution, with diverse clients from the whole spectrum of our industry: marketers, media agencies, media owners and tech companies
Building mental availability in audio has never been more challenging. Once-traditional radio businesses are now competing with video, streaming and social media content – but audio has some powerful strengths in that battle. As NOVA Entertainment’s Adam Johnson writes, the ‘Place’ in McCarthy’s ‘Four Ps’ is key with quality content and ubiquitous access –physical availability – driving marketers’ goals through audio.
Patagonia’s repairs, New Balance’s leather leading as consumers’ vote with wallets for future value – conscience and commerce key
What can Benjamin Franklin, the ‘Green Revolution’ and consumer purpose teach us about future value? A lot, writes VMLY&R’s Troy Nicoll. In the third instalment of VMLY&R’s value series, he says brands that move last will be remembered – negatively. And those that understand ‘value’ as being a holistic, long-term relationship with consumers – like Patagonia and New Balance – will help reimagine marketing thinking. People are already voting with their wallets out of principle, identity, and survival.
There’s an unfair image of Millennials out there that paints them as poor financial managers, economics journalist Jess Irvine says. But they’re hungrier for information and advice than any generation before them. Despite this, a new survey from Nine has found that they’re becoming less sure of themselves. And with more than seven million Australians aged 18 to 39 set to inherit $320,000 each over the next 20 years – that’s $3.5 trillion in total – the brands that share smart information that doesn’t oversimplify things can help these Millennials – and themselves.