OMD and PHD dominate the MFA awards: See all the 2017 winners

By AdNews | 19 October 2017

WPP's bespoke media agency GTB Australia has picked up this year's MFA Awards Grand Prix for a campaign that has helped grow the long-term success of Ford's Ranger line of trucks. GTB (Global Team Blue) is a bespoke set up where Mindshare, JWT and Wunderman work together on Ford's work. It was previously known as Blue Hive.

While Omnicom Media Group stablemates OMD and PHD had the strongest showing out of an evenly spread field of winners at this year's awards (see full results and medal table below). 

GTB Australia and Ford's 'Tough Done Smarter' campaign focused on shifting perceptions about Ford Ranger from brawn to brains by producing compelling content series that demonstrated 'The Science of Truck'.

This included a video that showed how the trailer sway mechanism worked while hauling a big boat on a motorway.

The judges said it was a poignant reminder of the importance of a long-term focus at a time when a lot of campaigns are focused on short-term results.

The campaign took out the Best Demonstration of Long-Term Results category.

Another campaign that performed well was Prospan's Don't Ignore the Cough by Affinity.

It picked up gold in the Best Demonstration of Short-Term Results category and Best use of Data, Adtech, Analytics and Research as well as silver in Best Communications category.

The agency that picked up the most gold was OMD with three while stablemate PHD picked up the most metal - an impressive haul of two golds, five silvers and one bronze. OMD (gold) and PHD (silver) also took out honours in the highly coveted People & Culture Award category. 

Other agencies to bag a brace of gold medals include Mediabrands pair UM and Affinity, CHE Proximity and The Monkeys.

Client of the year was awarded to The Monkeys' Meat & Livestock Australia, while Val Morgan was awarded media partner of the year.

The 2017 MFA Award Winners

Automotive Vehicles, Product & Services

BRONZE -Hyundai Motor Company Australia, Hyundai Dealer Stealer, Ansible and Initiative

Durable Consumer Goods

GOLD -LEGO Australia, Build Australia, UM Sydney

Fast Moving Consumer Goods

GOLD -Unilever, Streets – How Hyper Relevance Put Streets Ice Cream Back On The Lips of Aussies, PHD

Financial Services

BRONZE - Latitude Financial Services, You Can Do Better, CHE Proximity

Food & Beverages – Sponsored by ASB

GOLD - Unilever, Tapping Into The Tipping Point With Lipton Ice Tea, PHD Media

Public Sector, Utilities & Charities

GOLD - WWF Australia, Safe Passage For Sea Creatures, Starcom

SILVER - Go Gentle Australia, Be The Bill - How We Harnessed The Power Of Personalization To Put Euthanasia On The Political Agenda, Cummins&Partners

Media & Entertainment – Sponsored by OzTAM

GOLD - SBS, Deep Water, Zenith

SILVER - Foxtel: Showcase, How A Prison Rat Made Wentworth No.1 On Foxtel, Mindshare

Retail & eCommerce

GOLD - Ancestry.com.au, Storytelling Is In Our DNA, OMD

SILVER - eHarmony, ‘Be My Valentine', OMD

Telco, Travel, Leisure & Other Services

GOLD - Cummins&Partners - Tourism Western Australia, #JUSTANOTHERDAYINWA - How We Harnessed The Power Of Social Media To Enable A Few, To Get The Many, To Sell (to) The Lot, Cummins&Partners

Best Communications Strategy

GOLD - Cochlear, The Hearing Test In Disguise, CHE Proximity

SILVER - Flordis, Prospan 'Don't Ignore A Cough', AFFINITY

BRONZE - Coca-Cola South Pacific, Fanta Relaunch, UM Sydney

Best New Product Launch/Relaunch

GOLD - Microsoft, Forza Horizon 3: Leave Your Limits, Carat Australia

Best Integrated Campaign

GOLD - Coca-Cola South Pacific, Fanta Relaunch, UM Sydney

SILVER - Google, The Google app & The Voice, PHD Australia

Best Use of a Small Budget (Up to $300,000)

GOLD - Cochlear, The Hearing Test In Disguise, CHE Proximity

SILVER - WWF Australia, Safe Passage For Sea Creatures, Starcom

Most Innovative Use of Media – Sponsored by Nine Entertainment Co.

GOLD - Qantas, Out Of Office, The Monkeys

SILVER - University of Melbourne, Made Possible By Melbourne, McCann Melbourne

BRONZE - Foxtel, Marketing At The Speed Of Sport: Foxtel’s Next Generation Media Platform, Mindshare

Best Collaboration

GOLD - University of Melbourne, Made Possible By Melbourne, McCann Melbourne

SILVER - Google, The Google app & The Voice, PHD Australia

BRONZE - FremantleMedia Australia, Family Feud Disney Edition, FremantleMedia Australia

Best Use of Technology

GOLD - Foxtel, Marketing At The Speed Of Sport: Foxtel's Next Generation Media Platform, Mindshare

SILVER - Foxtel: Showcase, How A Prison Rat Made Wentworth No.1 On Foxtel, Mindshare

BRONZE - Unilever, Streets – How Hyper Relevance Put Streets Ice Cream Back On The Lips Of Aussies, PHD

Best Demonstration of Short-Term Results – Sponsored by Facebook

GOLD - Flordis, Prospan 'Don't Ignore A Cough', AFFINITY

SILVER - Go Gentle Australia, Be The Bill - Harnessing The Power Of Personalization To Put Euthanasia On The Political Agenda, Cummins&Partners

Best Demonstration of Long-Term Results – Sponsored by MOVE

GOLD - Ford Motor Company Australia, Tough Done Smarter, GTB Australia

SILVER - ANZ, ‘Buy Ready', PHD Melbourne

Best Use of Data, Adtech, Analytics or Research

GOLD - Flordis, Prospan 'Don't Ignore A Cough', AFFINITY

SILVER - Flight Centre Travel Group, Building The Flight Centre Travel Group Co-op, Ikon Communications

BRONZE - Cochlear, The Hearing Test In Disguise, CHE Proximity

Best Use of Real-Time Marketing

GOLD - The University of Sydney, Dynamic Recruitment, The Monkeys

SILVER - Unilever, Streets – How Hyper Relevance Put Streets Ice Cream Back On The Lips Of Aussies, PHD

People & Culture Award

GOLD - Conquering Churn With Life/Work Blend, OMD

SILVER - Behind PHD's Transformation, A Journey Of 180 People, PHD Media

Pro Bono/Cause Marketing Initiative - In recognition of Pam Lane

GOLD - The Pyjama Foundation, OMD & The Pyjama Foundation, OMD Sydney

SILVER - Foodbank, Foodbank Food Fight 2016, Maxus

Media Partner of the Year

GOLD - Val Morgan

SILVER - Adshel Street Furniture

BRONZE - Nova Entertainment

Marketing Team of the Year – Sponsored by the AANA

GOLD - Meat & Livestock Australia

BRONZE - Westpac Group

Grand Pix Winner

Ford Motor Company Australia, Tough Done Smarter, GTB Australia

2017 MFA Awards Medal Table

2017-MFA-Awards-medal-table.JPG

*GTB Australia awarded one gold for Grand Prix.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.

Read more about these related brands, agencies and people

comments powered by Disqus