Special, The Monkeys, Uber and more win at Mumbrella Awards 2024
The winners of the 2024 Mumbrella Awards have officially been announced, with the crème de la crème of Australia’s communications, production, advertising, marketing, media and PR industry honoured at a lavish event at The Star in Sydney on Thursday night.
Special dominated the evening with an incredible seven wins including Pro Bono Campaign of the Year, Independent Agency of the Year, and Creative Agency of the Year.
The bulk of the agency’s awards came from its collaborative works. ‘The Ultimate Second Car’ campaign – made alongside Poem Group, Hello Social and EssenceMediaCom for Uber Carshare – won in the Social Idea of the Year, Best Influencer Strategy (a new category for the awards), and Ad Campaign of the Year categories.
Its work with the Shift 20 Initiative for the Dylan Alcott Foundation saw Special win the Mumbrella Award for Collaboration – an accolade shared with Revolver, Glue Society, Paramount Australia and PHD Melbourne.
Outside of its work with Special, the team at Uber won Sales Team and Marketing Team of the Year.
“Despite the challenges we’ve endured in recent months – the rise of AI, budget cuts, redundancies – the Australian media and marketing industry continues to rise above and raise the bar,” Mumbrella managing editor, Neil Griffiths, said.
“Congratulations to all of the winners and nominees – we are proud to showcase and support their innovation and creativity.”
The 2023 Independent, Emerging and Creative Agency of the Year, Howatson+Company, took home five trophies, while being highly commended twice.
The business was recognised as Full Service Agency of the Year, while its TOUCH and I’m Dying Inside projects snagged it the Mumbrella Award for Innovation and Content Marketing Strategy of the Year, respectively.
The agency also won Best Use of Retail Media for its Matilda Bay Brewery campaign, Your 2nd Favourite Beer. Its chief media officer, Sasha Smith, took home the trophy for Under-30 Achiever of the Year.
Alongside Best Influencer Strategy, the 2024 awards introduced another new category, developed to reward industry professionals who executed innovative ideas on smaller budgets. Best Campaign with a Small Budget went to creative agency, Crave Global, for its work on Pure Mama’s The Pregnancy Paradox project.
Meanwhile, The Monkeys, part of Accenture Song secured wins for Best Use of Real-Time Marketing and the Mumbrella Award for Insight.
The agency’s This is Footy Country advertisement for Telstra – a piece of work celebrated by the public and adland – won it TV Ad of the Year.
The full winners list for the 2024 Mumbrella Awards:
Social Idea of the Year
Winner: The Ultimate Second Car – Poem Group with EssenceMediaCom, Hello Social, Special Group for Uber Carshare
HC: Movember – Dentsu Creative Aotearoa for Movember
Mumbrella Award for Bravery
Winner: Impressions – The Hallway for Boody
HC: Play It Safe – Sydney Opera House with The Monkeys
Mumbrella Award for Culture
Winner: The Works, part of Capgemini
Mumbrella Award for Insight
Winner: Generation Gap – The Monkeys, part of Accenture Song for Meat & Livestock Australia
Mumbrella Award for Innovation
Winner: TOUCH – Howatson+Company with Eleven, We Are Social, McCann, Carat, Bus Stop Films, Heckler Sound, Stare Crazy for Mastercard & Westpac
Mumbrella Award for Data – Driven Marketing
Winner: Afterpay Where You Wouldn’t Believe: Leveraging Data in Unimaginable Ways – Afterpay with BMF, Initiative, Analytics Partners, Kantar, MasterCard Analytics, Verve Insights
HC: PetWatch – Howatson+Company for Petbarn
Mumbrella Award for Collaboration
Winner: Shift 20 Initiative – Special Group with PHD Melbourne, Paramount Australia, Glue Society & Revolver for Dylan Alcott Foundation
HC: TOUCH – Howatson+Company with Eleven, We Are Social, McCann, Carat, Heckler, Bus Stop Films, Heckler Sound, Stare Crazy for Mastercard & Westpac
Mumbrella Award for Sustainable Practices
Winner: Put Your Money Where It Matters – Silver Lining with Alchemy One, Good&Proper for Bank Australia
HC: JCDecaux Australia and New Zealand
Marketing Technology Company of the Year
Winner: Ideally
HC: The Trade Desk
Content Marketing Strategy of the Year
Winner: I’m Dying Inside – Howatson+Company with FINCH, Mosaic for Modibodi
HC: ‘Ghost Your Toxic Mate Forever’ Vape-free Campaign – Year13 with UM for Australian Government Department of Health & Aged Care
Best Use of Retail Media
Winner: Your 2nd Favourite Beer – Howatson+Company with Scroundel for Matilda Bay Brewery
HC: Hammerbarn – Dentsu Creative with Bunnings Warehouse for BBC Studios
Best Use of User Experience
Winner: TenSevenSeven – CHEP Network with Endava for Michael Hill
Best Use of Real-Time Marketing
Winner: England Bitter – The Monkeys, part of Accenture Song for Carlton United Breweries, Victoria Bitter
HC: The Plastic Forecast – M&C Saatchi with Collider Studio, Resolution Design, UNXPCTD, Bang Bang Studios for Minderoo Foundation
Production Company of the Year
Winner: Revolver
HC: FINCH
Best Use of Experiential Marketing
Winner: Hammerbarn – Dentsu Creative with Bunnings Warehouse for BBC Studios
Best Influencer Strategy
Winner: The Ultimate Second Car – Poem Group with EssenceMediaCom, Hello Social, Special Group for Uber Carshare
Best Campaign with a Small Budget
Winner: The Pregnancy Paradox – Crave Global for Pure Mama
HC: Climate Doctor’s Certificate – CHEP Network for School Strike 4 Climate
Pro Bono Campaign of the Year
Winner: Shift 20 Initiative – Special Group for Dylan Alcott Foundation
TV Ad of the Year
Winner: Telstra’s Footy Country – The Monkeys, part of Accenture Song
Media Campaign of the Year
Winner: Go On, Feel Amaysim – Amaysim with Avenue C, whiteGrey
Ad Campaign of the Year
Winner: The Ultimate Second Car – Poem Group with EssenceMediaCom, Hello Social, Special Group for Uber Carshare
Media Brand of the Year
Winner: Broadsheet Media
HC: The Brag Media
Marketing Team of the Year
Winner: Uber Australia
HC: BBC Studios
Sales Team of the Year
Winner: Advertising by Uber
Under-30 Achiever of the Year
Winner: Sasha Smith, Chief Media Officer, Howatson+Company
Industry Leader of the Year
Winner: Jen Sharpe, Founder & Managing Director, Think HQ
Promo or Experiential Agency of the Year
Winner: Akcelo
PR Agency of the Year
Winner: alt/shift/
Specialist Agency of the Year
Winner: Enrichd Media Group
Emerging Agency of the Year
Winner: Supermassive
HC: Born
Full Service Agency of the Year
Winner: Howatson+Company
Independent Agency of the Year
Winner: Special
HC: Akcelo
Media Agency of the Year
Winner: Zenith Media
HC: Nunn Media
Creative Agency of the Year
Winner: Special
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
2024 Mumbrella Awards
Howatson+Company
Jen Sharpe
Mumbrella Awards
Special Special Group
The Hallway
The Monkeys
The Works
Think HQ
Uber
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