Mindshare and Bohemia dominate MFA Awards, while Volvo wins Grand Prix
Mindshare and Bohemia Group dominated the list of winners at last night’s Media Federation of Australia (MFA) Awards, which returned after a one-year hiatus.
The agencies took home four trophies a piece, with Mindshare and White Grey winning the Grand Prix award with client Volvo for its sustainability project, the Living Sea Wall.
The Grand Prix winners accepting the award
No one going to cover henry tajers comments about his own business?
I have to say, that panel was an absolute disgrace.
If you wanted to witness first hand what’s wrong with the industry it was on show with those MFA board members and the answers to the questions they were given.
I and the vast majority of the people around me couldn’t believe the bull that was being spoken.
Can you loop us in? What was the summary?
“Dentsu is the most desperate network”
It’s on the MFA website / webcast
To steal a line from Thom Yorke.
‘Like witnessing the last desperate fart from a rotting corpse’
When members of a “Board” swear at each other in public, you know you have problems with your organisation.
What did he say?
Ikon Melbourne didn’t win one for all their amazing toy campaigns? Blimey.
“The MFA Awards’ renewed focus on effectiveness… demonstrating media agencies’ contribution to achieving tangible, long-lasting results”
Curious to how Mindshare/Volvo – Living Sea Wall (which won Grand Prix) aligned to these values. What were the long term lasting results for the brand? And what were the agency/marketing teams involvement in the concept, research and development of the project?
Great and interesting project, but not sure what ties it back to marketing effectiveness.
Hi Curious, the article is a bit misleading unfortunately. The Living Seawall was just one small element of a much bigger strategic shift to a long-term brand-led approach which drove brand attributes +92%, market share +47% and excellent incremental profit:spend ratio. Not sure if the Effie case study is on WARC yet but worth a look.
More than 1,500 people (I.e. the majority of Sydney-based media agency industry) were in attendance at MFAEx, yet there has been almost zero reportage. This was meant to be a ‘grand reset’ for the media (agency) industry. Why has the event generated only a handful of tweets from agencies (who actively participated) and award sponsors? Why not even a single puff piece post-event? Surely there was content which was provocative, illuminating or noteworthy enough to cover? There has to be a bigger a story here, or is that just it? Nothing to see…?
Hi Big Picture, if you missed the event you can stream it at https://mediafederation.webcastcloud.tv. There’s also plenty of coverage on Mi3. Can’t guarantee there’ll be any puff-pieces though!
AdNews did… https://www.adnews.com.au/news/complete-bulls-t-media-bosses-clash-over-killer-questions-at-mfa-ex
Tajer’s behaviour towards his peers and the audience was unacceptable, and the MFA should really consider his board position.