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

Mindshare also won in the ‘behaviour change’, ‘business impact’, and ‘best use of innovation in media’ categories, while Bohemia triumphed for ‘best use of real-time marketing’, ‘brand impact’, ‘long-term results’, and ‘bravery’.

Anthony Fitzgerald, former CEO of MCN (now Foxtel Media) for 15 years, was inducted into the Hall of Fame and congratulated in a video featuring a raft of industry executives.

Fitzgerald receiving his Hall of Fame recognition

Former head of the MFA Carol Morris, PHD’s chief digital officer Stuart Bailey and Hyland’s commercial director Vince Meoli were awarded Industry Contribution honours, while Nolan Yu and Max Learmont were the winners of the NGEN Award, recognising young media agency talent with less than five years’ experience. OMD’s Yu and M&C Saatchi’s Learmont also took out the category in 2017, and this year won for their entry ‘Walk A Mile in Their Boots’ for UnLtd charity Backtrack.

Last year’s awards were cancelled due to issues with criteria centred on recognising effectiveness, but returned this year accompanied by a full-day conference called MFA EX, dubbed an effectiveness expo to highlight the body’s commitment to overhaul the entry, criteria and judging processes.

In order to transform the judging process, the MFA created a 50% weighting towards results, and allowed judges to request additional information and clarification from entrants. Judges provided feedback on all entires, and participated in a blind vote through a third-party to ultimately choose 19 winners, down from 26 categories in previous years.

MFA-member media agencies boycotted domestic awards last year to show solidarity towards the MFA’s pause of its awards program, and shut down yesterday to allow employees to attend MFA EX.

MFA CEO Sophie Madden said the shake up has paid off, both for the MFA and award winners.

“The MFA Awards’ renewed focus on effectiveness is a key part of the MFA’s commitment to demonstrating media agencies’ contribution to achieving tangible, long-lasting results for clients,” Madden said.

“Entries were streamlined to ensure only the very best were awarded, and judging overhauled to maximise transparency and rigour. Congratulations to the winners, who can confidently say they are delivering the highest quality of strategic thinking and long-lasting results for clients in the country.”

The full list of 2019 MFA Awards winners:

Grand Prix – Sponsored by Seven West Media
Volvo Australia, Omtanke: Rethinking Volvo, Mindshare and WhiteGREY

Behaviour Change
Foxtel, Fox Sports: Monty’s Wicket Warnings, Mindshare

Best Use of Real-time Marketing
News Corp, The News in Colour, Bohemia Group
Collaborating partners: M&C Saatchi

Business Impact – Sponsored by Google
Volvo Australia, Omtanke: Rethinking Volvo, Mindshare and WhiteGREY

Partnerships – Sponsored by Facebook
Specsavers, The Test Experts, Initiative Australia

Brand Impact – Sponsored by SBS Media
Aspen Pharmacare, Get back to your Asian adventure, Bohemia Group
Collaborating partners: Ogilvy Health

Best Use of Innovation in Media – Sponsored by MOVE (OMA)
Foxtel, Fox Sports: Monty’s Wicket Warnings, Mindshare

Best Use of Technology

Long-term results – Sponsored by Network Ten
Aspen Pharmacare, Creating Travel FOMO drives long-term growth for Gastro-Stop, Bohemia Group
Collaborating partners: Ogilvy Health

Best Use of Data & Analytics – Sponsored by OzTAM
Coles, Setting a new benchmark for effective media measurement, OMD
Collaborating Partners: Beatgrid, Brand Metric Measurement, Lewers, Technology Provider

Best Use of Content – Sponsored by Ad Standards
AncestryDNA, The DNA of shared milestones, OMD

Bravery – Sponsored by SCA
Ozmosis / Rip Curl, Leveraging scars as a media channel: Pay with pain, Bohemia Group
Collaborating Partners: M&C Saatchi Group

NGEN – Sponsored by UnLtd
Walk A Mile in Their Boots, Nolan Yu (OMD) and Max Learmont (M&C Saatchi)

Pro Bono/Cause Marketing Incentive – In recognition of Pam Lane
OMDonate continues!, OMD Australia

Agency Talent & Culture – Sponsored by Foxtel Media
Initiative Australia

Hall of Fame
Anthony Fitzgerald

Industry Contribution
Carol Morris
Vincenzo Meoli, Commercial Director, HYLAND
Stuart Bailey, Chief Digital Officer, PHD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.