MFA Awards winners for 2021 revealed

The Media Federation Australia held its virtual awards ceremony this afternoon, with GroupM agency Wavemaker taking out the Grand Prix.

The agency won the biggest prize of the event for the NSW Government ‘Discreet Life’ HIV awareness campaign.

The awards returned for the first edition since 2019, to celebrate the most effective and impactful work created by Australian media agencies across both 2020 and 2021.

The winners were chosen by a panel of more than 100 judges, made up from agencies, clients, industry bodies, and MFA Awards sponsors.

The MFA also launched its new industry purpose, ‘We are the Changers’.

Joe Lunn

Committee chair of the MFA Awards, Joe Lunn, chief technology and transformation officer at Mindshare said: “In showcasing and celebrating the most innovative and effective media thinking in Australia, 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. Congratulations to all of this year’s finalists and winners who have done exactly that.”

The MFA’s CEO, Sophie Madden said: “We’re pleased we were able to bring the industry together virtually to recognise and reward work that has delivered tangible brand and business results. 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 – and really living up to the promise of our industry purpose, of being the Changers. We applaud all of the finalists and winners of the 2021 MFA Awards who have set the standard for strategic thinking and effectiveness.”

The MFA’s Sophie Madden

The full list of winners is listed below:

Behaviour Change

NSW Government, Discreet Life, Wavemaker

Business Impact – Sponsored by QUANTCAST

Swinburne University of Technology, Swintopia, Initiative

Innovation in Media – Sponsored by SBS Media

IAG, CGU Rescues Donuts for Dogs, Mindshare

Brand Impact – Sponsored by OMA

Swinburne University of Technology, Swintopia, Initiative


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 – Sponsored by Nine Network

IAG, CGU Rescues Donuts for Dogs, Mindshare

NGEN Award – Supported by UnLtd

Gemma Harriss, Zenith & Thomas Murphy, The Media Store

Pro Bono/Cause Marketing Incentive – In recognition of Pam Lane

Coles Brand Responsibility, OMD

Media Partner


Agency Talent & Culture

Initiative’s Iso-Internship

GRAND PRIX – Sponsored by Seven Network

NSW Government, Discreet Life, Wavemaker



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