Adland has spoken: Mumbrella Awards 2025 winners revealed
The winners of the 2025 Mumbrella Awards have been officially announced at a high-profile ceremony at The Star, Sydney.
The night belonged to creative agency BMF, which snagged four trophies, including the Mumbrella Award for Culture; Ad Campaign of the Year for its ‘Go A Little Extra’ campaign for ALDI Australia; Account Management Team of the Year; and Creative Agency of the Year.
View the winner’s gallery here.
BCM Group also took to the stage several times. The indie agency group’s ‘The Inter[NET]vention’ work for Livin won three categories: Mumbrella Award for data – Driven Marketing; Mumbrella Award for Insight and Pro Bono Campaign of the Year.
The awards celebrated adland’s diversity with a broad spread of winners across various categories.
One of the night’s winners: Howatson+Company accepting the Full Service agency of the Year award
Last year’s Emerging Agency of the Year, Supermassive, was named PR Agency of the Year for 2025. Special ended the night as Independent Agency of the Year, while Man of Many won Media Brand of the Year.
The ‘Hey Drake, This Yours?’ work by It’s Friday for Sydney Water — which even drew a response from the Canadian rapper himself — won Best Use of Real-Time Marketing.
Meanwhile, Share the Dignity’s advocacy and communications specialist, Brittiny Edwards, was officially crowned Under-30 Achiever of the Year. Industry Leader of the Year went to Hoang Nguyen, Howatson + Company’s chief data and technology officer and co-founder of Plus Also Studios.
The full list of the 2025 Mumbrella Awards winners can be found below:
Social Idea of the Year
Winner: Nedd’s Uncomfortable Challenge – Bursty with TikTok for We Are Mobilise & Nedd Brockmann
Mumbrella Award for Bravery
Winner: Shark Week – TBWA\Sydney & Fabric Sydney for Modibodi
Mumbrella Award for Culture
Winner: BMF
Mumbrella Award for Insight
Winner: The Inter[NET]vention – BCM Group for LIVIN
Mumbrella Award for Innovation
Winner: The Christian O’Connell Show BinBoards – ARN for GOLD104.3
Mumbrella Award for Data – Driven Marketing
Winner: The Inter[NET]vention – BCM Group for LIVIN
Mumbrella Award for Collaboration
Winner: Fisher x Bob Marley: ONE LOVE – Hello Social with Wavemaker for Paramount Pictures
Marketing Technology Company of the Year
Winner: Plus Also Studios
Content Marketing Strategy of the Year
Winner: Fisher x Bob Marley: ONE LOVE – Hello Social with Wavemaker for Paramount Pictures
Best Use of Retail Media
Winner: The Chippelier: Share A Perfect Pairing – Uber Advertising for Red Rock Deli
Best Use of User Experience
Winner: XXXX Locate the Tin to Win – AFFINITY for Lion
Best Use of Real-Time Marketing
Winner: Hey Drake, This Yours? – It’s Friday for Sydney Water
Production Company of the Year
Winner: Revolver
Best Use of Experiential Marketing
Winner: Macca’s Squid Game Meal – Dare to Play? – Akcelo & OMD for McDonald’s
Best Influencer Strategy
Winner: Shark Week – TBWA\Sydney & Fabric Sydney for Modibodi
Best Campaign with a Small Budget
Winner: The Last Season Collection – Orphan with Adhesive PR & TikTok for Jackie Galleghan & Madre Natura
Pro Bono Campaign of the Year
Winner: The Inter[NET]vention – BCM Group for LIVIN
TV Ad of the Year
Winner: Toyota HiLux ‘In A Pickle’ – Saatchi & Saatchi Australia with Scoundrel & Spark Foundry
Media Campaign of the Year
Winner: Woolworths Olympics & Paralympic Games – Dentsu with M&C Saatchi & Woolworths IDX for Woolworths
Ad Campaign of the Year
Winner: Go A Little Extra – BMF for ALDI Australia
Media Brand of the Year
Winner: Man of Many
Account Management Team of the Year
Winner: BMF
Marketing Team of the Year
Winner: Youi Insurance
Sales Team of the Year
Winner: Uber Advertising
Under-30 Achiever of the Year
Winner: Brittiny Edwards, Advocacy & Communications Specialist, Share the Dignity
Industry Leader of the Year
Winner: Hoang Nguyen, Chief Data and Technology Officer & Co-Founder, Howatson+Company & Plus Also Studios
PR Agency of the Year
Winner: Supermassive
Specialist Agency of the Year
Winner: The General Store
Emerging Agency of the Year
Winner: Born
Full Service Agency of the Year
Winner: Howatson+Company
Independent Agency of the Year
Winner: Special
Media Agency of the Year
Winner: EssenceMediaCom
Creative Agency of the Year
Winner: BMF
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