Initiative takes out MFA Awards grand prix but MEC and Match Media score most wins


Initiative takes out the MFA Grand Prix

Media agency Initiative won the grand prix at last night’s Media Federation of Australia awards, being recognised for its ‘Help Me Choose’ campaign for car brands Hyundai & Kia.

The Mediabrands agency won the Grand Prix and automotive category but it was GroupM agency MEC which performed most strongly picking up four separate awards in the categories of Clothing/Cosmetics and Retail, Media/Entertainment/Travel & Leisure, Best Media Innovation and Food & Grocery.

GroupM chairman John Steedman was also recognised, being inducted into the Hall of Fame at the ceremony held at The Star last night, in Sydney. The event also saw Group M’s MediaCom win the Finance and IT categories while Maxus won the category for Best Application of Research.

Among the independent agencies, Match Media performed most strongly, winning three categories – Best Integrated Media Campaign, Best Demonstration of Results and the Pro Bono.

The new category for the media owner of the year was won by sales house the Multi Channel Network.

The winners:

• Grand Prix
Initiative, Help Me Choose for Hyundai & Kia

• Automotive
Initiative, Help Me Choose for Hyundai & Kia

• Beverages
PHD, Gatorade: Turning Cricket into Business Success for PepsiCo Australia

• Finance/Insurance/Government/Corporate & Real Estate
MediaCom, House Party for NSW Government

• Clothing/Cosmetics & Retail
MEC, When Fans Become Famous for Henkel Australia

• Food & Grocery
MEC, Tim Tam for Arnott’s

• IT & Consumer Durables
MediaCom, Canon PIXMA Printables & Ice Age 4 for Canon

• Media/Entertainment/Travel & Leisure
MEC, Horrorific Results for Paramount Pictures
HIGHLY COMMENDED – UM Fast Front Pages for News Corp

• Best Strategic Launch Campaign
TMS, Toyota Leaves a Trail of Goodwill Through Landcruiser Country for Toyota Motor Corporation Australia

• Best Integrated Media Campaign
Match Media, Wild Turkey – The Turkey 10 for Campari Australia

• Best Use of A Small Budget (Up to $300,000
Naked Communications, How to Launch a Business While Sitting on the Toilet for Who Gives A Crap

• Best Media Innovation
MEC, Horrorific Results for Paramount Pictures

• Best Demonstration of Results
Match Media, Wild Turkey – The Turkey 10 for Campari Australia

• Best Application of Research
Maxus, GSK Flu Tracker for GlaxoSmithKline

• Media Owner of the Year
Multi Channel Network

• Marketing Team of the Year
Meat & Livestock Australia

• Partnership Award
Powered by Nine – Nine Entertainment Co. XXXX Island & the Good Life for Lion

• Pro-Bono/Cause Marketing Incentive – In Recognition of Pam Lane
Match Media, Pro Bono for Cancer Council NSW, Canteen Australia, The Australian Red Cross & Variety
HIGHLY COMMENDED – OMD, Pro-Bono Work for Salvation Army


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