UM wins MFA Grand Prix, Anne Parsons first female to enter Hall of Fame

UM took home the Grand Prix at the MFA awards last night for its work on ‘Make Lego The Star of Christmas’ for Lego.

The agency won a total of four awards, including IT & Consumer Durables, Best Media Innovation, and Best Integrated Paid, Owned and Earned Communications for its work with Lego.


Also at the awards, Former MediaCom CEO, Anne Parsons was inducted as the first female to make it into the MFA Hall of Fame. Parsons was unable to attend the event to accept the award, but spoke to the audience via video.

OMD won two awards on the night: Automative for its work with Mazda Australia, and Best Strategic Launch Campaign for its work with the Red Cross alongside Cummins and Partners.

Cummins and Partners took home two awards, winning Best Demonstration of Results for its work with the National Home Doctor Service.

It was also a successful evening for Starcom, winning the Finance/Insurance/Government/Corporate and Real Estate Category for Suncorp’s Home Loans That Deliver, as well as Best Use of Data, Technology or Analytics for the same campaign.

Greg Graham, MFA awards chairman, congratulated the award winners: “Congratulations to all the winners, we are very proud of the calibre of award-winning work that pushed boundaries and, more importantly worked. Work that delivered results, ROI and drives client growth.”

2016 Media Federation Award winners:

Grand Prix – Sponsored by RED

Lego, Make Lego The Star Of Christmas, UM


Mazda Australia, All New MX-5 Roadster, OMD


Beam Suntory, Canadian Club – Making Bad Sweaters A Thing, Unity Communications

Finance/Insurance/Government/Corporate & Real Estate

Suncorp, Homes Loans That Deliver, Starcom

Clothing/Cosmetics & Retail

OGX Beauty, Becoming A High Interest Brand In A Low Interest Category, Foundation

Food & Grocery – Sponsored by the Advertising Standard Bureau

Nestle, LOL Breaks, MEC

IT & Consumer Durables

Lego, Make Lego The Star Of Christmas, UM

Media/Entertainment/Travel & Leisure – Sponsored by Oztam

20th Century Fox, Deadpool, Zenith


Grains Research & Development Corporation, The Great Grain Debate, Maxus

Best Partner Initiative

Origin LPG, 2015 Winter Warmer Campaign, Seven Affiliate Sales

HIGHLY COMMENDED – GroupM, GroupM and Moat Set New Standards, Moat

Pro-Bono/Cause Marketing Incentive – In Recognition Of Pam Lane

HeartKids Australia, Helping Young Hearts Run Free, Initiative Media

Best Strategic Launch Campaign – Sponsored by SBS Media

Red Cross, The Best Biscuit, cummins&partners & OMD

Best Use Of A Small Budget (Up To $300,000)

Police Association Of South Australia, Protect Our Cops, KWP! Advertising

Best Use Of Data, Technology Or Analytics – Sponsored by Facebook

Suncorp, Home Loans That Deliver, Starcom

Best Media Innovation – Sponsored by 9Powered

Lego, Make Lego The Star Of Christmas, UM

Best Integrated Paid, Owned & Earned Communications

Lego, Make Lego The Star Of Christmas, UM

Best Demonstration Of Results – Sponsored by Southern Cross Austereo

National Home Doctor Service, Making The Call, cummins&partners

Marketing Team Of The Year – Sponsored by the AANA


Media Partner Of The Year

Val Morgan

NGEN Award – In Support of UnLtd

William Berner, Mediacom, Every Word Counts

HIGHLY COMMENDED – Johanna Futcher & Emily Brydon, Carat, Make An Iconic Difference

MFA 5+ Award

Aaron Vardon, Eline Rannou & Tim Micallef, Ikon Communications DTO 2.0

2016 MFA Hall Of Fame

Anne Parsons


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