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
Partnerships
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
Yahoo
Agency Talent & Culture
Initiative’s Iso-Internship
GRAND PRIX – Sponsored by Seven Network
NSW Government, Discreet Life, Wavemaker
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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