Finalists for the 2016 MFA Awards revealed

Sarah Homewood
By Sarah Homewood | 1 September 2016
MFA Awards 2015

The MFA has today revealed the finalists for its 2016 Awards.

This year, 63 finalists will battle it out for the hardware, with the winners to be revealed at an awards night on 13 October.

Cummins&Partners has put in a great showing, receiving seven finalist nods, UM has six finalists, MediaCom and Starcom have five finalists each, Mindshare and Initiative have four, and Carat and OMD each scored three.

Judging was completed in Sydney, Melbourne and Brisbane with more than 150 senior media industry representatives taking part. Judging for the NGEN and MFA 5+ categories will be finalised in the coming weeks.

Media Federation Awards chairman and GroupM business development and marketing officer, Greg Graham, said: “This year we have seen great work that works and inspires us to be ground breaking and imaginative.

"This reinforces the value media agencies provide to clients by delivering tangible business results that drive business growth.”

Last year's awards saw IPG's global CEO Henry Tajer entered into the MFA Hall of Fame and Mindshare took out top honours.

 

See the 2016 MFA Awards finalists for yourself:

Automotive
• Holden Trax, 'The (Tra)X Factor', Carat Melbourne
• Hyundai Australia, ‘Here Fishy Fishy’, Initiative Media
• Mazda Australia, 'All New MX-5 Roadster', OMD

Beverages
• Pinnacle Drinks, John Boston: Pretty Average Bloke, Pretty Exceptional Beer, Carat Sydney
• Asahi Premium Beverages, Vodka Cruiser: The Originals, Cummins&Partners
• [yellow tail] wines, The [yellow tail] Twist, Ikon Communications
• Beam Suntory, Canadian Club - Making Bad Sweaters A Thing, Unity Communications

Finance/Insurance/Government/ Corporate & Real Estate
• National Home Doctor Service, Making The Call, Cummins&Partners
• CGU, Helping Tropfest ‘See It Through’, Cummins&Partners & MediaCom
• Suncorp, Home Loans That Deliver, Starcom
• Transport For NSW, The Late Shift, UM

Clothing/Cosmetics & Retail
• OGX Beauty, Becoming A High Interest Brand In A Low Interest Category, Foundation
• Myer Christmas 2015, Ikon Communications
• The Athlete's Foot Australia, Starting Kids Off On The Right Foot, Initiative Media

Food & Grocery – Sponsored by the Advertising Standards Bureau
• Mondelez Australia, Cadbury Picnic - 'Pick Me', Carat Melbourne
• Nestle, LOL Breaks, MEC
• Kimberly-Clark, Huggies Nappy-Pants - The Joy Of Moving, Mindshare
• Mars Petcare, Pedigree - Feed The Good, Starcom

IT & Consumer Durables
• Google, Ok Google, What's A Yuzu?, PHD & The Hallway
• Hewlett Packard, I Love You Troyeeeee!!!, PHD
• LEGO, Make LEGO The Star Of Christmas, UM

Media/Entertainment/Travel & Leisure – Sponsored by OzTam
• Foxtel, 'Home Of Thrones', Mindshare
• Art Gallery Of NSW, The Greats, UM
• 20th Century Fox, Deadpool, Zenith

B2B
• Xero, Xerogami, Emotive
• Grains Research & Development Corporation, The Great Grain Debate, Maxus

Best Partner Initiative
• Group M And Moat Set New Standards, Moat
• GE, Cracking The Code, MEC and News Corp Australia
• Origin LPG, 2015 Winter Warmer Campaign, Seven Affiliate Sales
• Destination NSW, Marie Claire Sydney We Chat App, Seven West Media

Pro-Bono/Cause Marketing Incentive – In Recognition of Pam Lane
• GroupM Power Of One Day, GroupM/UnLtd
• HeartKids Australia, Helping Young Hearts Run Free, Initiative Media
• Bauer Media Australia And The Pyjama Foundation – An UnLtd Partnership
• TEN Gives And UnLtd ‘Together We Can Make A Difference’, UnLtd/Network Ten

Best Strategic Launch Campaign – Sponsored by SBS Media
• Australian Red Cross Blood Service, The Best Biscuit, Cummins&Partners & OMD
• Beyondblue, Brains Can Have A Mind Of Their Own, MediaCom Australia
• Helloworld, #HelloworldRELAY, OMD

Best Integrated Paid, Owned and Earned Communications
• Foxtel, Home Of Thrones', Mindshare
• Google, Ok Google, What's A Yuzu?, PHD & The Hallway
• Hewlett Packard, The HP Spectre X 360 Launch, PHD
• LEGO, Make LEGO The Star Of Christmas, UM

Best Use Of A Small Budget (Up To $300,000)
• Double Robotics, Lucy the Robot, Atomic 212
• Asahi Premium Beverages, Vodka Cruiser: The Originals, Cummins&Partners
• Police Association Of South Australia, Protect Our Cops, KWP Advertising
• Beyondblue, Brains Can Have A Mind Of Their Own, MediaCom Australia

Best Media Innovation – Sponsored by Nine Entertainment Co.
• Suncorp, Home Loans That Deliver, Starcom
• Mars Petcare, Pedigree. Feed the Good, Starcom
• 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
• CGU, Seeing Tropfest Through, Cummins&Partners & MediaCom
• Beyondblue, Brains Can Have A Mind Of Their Own, MediaCom Australia
• Tourism New Zealand, Making New Zealand The Intuitive Choice, Mindshare
• 20th Century Fox, Deadpool, Zenith

Best Use Of Data, Technology or Analytics - Sponsored by Facebook
• The Athlete's Foot Australia, Bringing A New Meaning To “PB” For The Athlete’s Foot, Initiative Media
• Lifebroker, Breathing New Life Into Lifebroker's Performance, Match Media
• Suncorp, Home Loans That Deliver, Starcom
• News Corp Australia, How To Find People Who’ll Pay For News, UM

Media Partner Of The Year
• Executive Channel Network
• Multi Channel Network
• Val Morgan

Marketing Team Of The Year – Sponsored by Australian Association of National Advertisers
• Lego
• MLA
• Officeworks

The 2016 MFA Awards are being sponsored by Grand Prix – RED. Major sponsors are AANA, Advertising Standards Bureau, Facebook, Multi Channel Network, Nine Entertainment Co, Oztam, SBS Media and Southern Cross Austereo. Distinguished Sponsors are Australian Radio Network, Filmgraphics, Group IMD, IAB, Lion, Media I, MOAT, Nielsen Media, MOVE, SMI & Val Morgan.

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