MFA Awards return after 12-month break, accompanied by effectiveness expo to address criteria concerns

Following the cancellation of last year’s Media Federation of Australia (MFA) Awards due to issues with criteria centred on recognising effectiveness, the MFA has announced the awards will return this year, with “increased emphasis on effectiveness and transparency in the judging process”.

The awards will be complemented by new “effectiveness expo” MFA EX, which will aim to “highlight ground-breaking media thinking, innovation, people development and best practice in driving marketing effectiveness”, the organisation said. MFA-member media agencies boycotted domestic awards last year to show solidarity towards the MFA’s pause of its awards program, and are similarly supporting their return, and the addition of MFA EX. Sydney media agencies will shut down on 17 October to attend the daytime expo and awards ceremony that night.