Campaigns for Uber Eats, Telstra, ALDI, IAG, McDonald’s and Samsung are among finalists in the 2025 MFA Awards, ahead of the winners’ reveal at a gala dinner on September 18.
This year’s judging panel of more than 100 media and marketing leaders featured more than 50% client-side CMOs.
“To be named a finalist for the MFA Awards is a significant achievement," said UM Australia chief strategy & growth officer and MFA Awards Steering Committee member, Raj Gupta.
"The 2025 MFA Award finalists not only reflect the importance of media in delivering client outcomes but also the dynamic development of the craft of media.
"The combination of the experience of the judges, rigour and scrutiny in assessing entries and the focus on client outcomes means these finalists have met a high bar in their submissions, which in itself is a significant accomplishment all for those finalists.”
Dianne Taylor, General Manager Marketing at PVH Brands – Calvin Klein & Tommy Hilfiger, said judging the MFA Awards is an exciting and inspiring experience.
"The standard of entries this year was exceptionally high, and the scrutiny each submission underwent was intense," she said.
"Every finalist has earned their place through bold thinking, strategic excellence, and measurable impact. To stand out in a field this competitive is a major achievement – congratulations to all who made it through.”
MFA CEO Sophie Madden said congratulations to this year’s MFA Awards finalists.
"Your work showcases the extraordinary talent and ambition that define our industry forward. These campaigns are not just smart and strategic – they’re creating real, positive change and truly reflect our industry purpose of We Are The Changers.
"A heartfelt thank you also goes to our exceptional panel of judges, who generously gave their time and expertise to help spotlight the very best work in the country.”
The 2025 MFA Awards finalists :
OUTCOMES
Brand Impact – Sponsored by Meta
EssenceMediacom and Special Group, Get Almost, Almost Anything, even Andy, Uber Eats
Initiative and News Corp Australia, Help Our Highway, IAG
Involved Media, Making Accounting EPIC Again, Chartered Accountants Australia & New Zealand
OMD and Akcelo, Macca’s Squid Game Meal – Dare to Play?, McDonald’s
Business Impact
Match & Wood, Start with why: Reframing the case for University, Curtin University
Wavemaker, Answer The Call, yourtown
Behaviour Change
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Initiative, Not BEEPING Worth The Risk, Road Safety Commission of Western Australia
Data-Led Activation
iProspect, Seven Agile Engine, Seven West Media
Publicis Groupe, Cold & Flu Forecast, Codral
Starcom, When The Going Gets Tough, The Data Gets Going, Metricon Homes
WPP Media, OmniFizz Connecting Stores, Streams and Sales, SodaStream
Long Term Results
Spark Foundry, How Little Moments Make Big Bikkies, The Arnott’s Group
Wavemaker, The Official Smile of AFL, Colgate-Palmolive
EXECUTION
Best Integrated Campaign
Clemenger BBDO, Clash of Commuters, Samsung
OMD and Akcelo, Macca’s Squid Game Meal – Dare to Play?, McDonald’s
UM, Make STI testing your Beforeplay, Australian Government – Department of Health and Aged Care
Zenith, ALDIcore, ALDI Australia
Best Use of Small Budget <500K
Carat, Dream Jobs on a Backpacker Budget, Tourism WA
Wavemaker, Making sex therapy more than just a one-night stand, Audible
Wavemaker, Building unshakeable hair confidence through ‘detangling hair’ moments, Lady Jayne
Partnership Award
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Clemenger BBDO, Clash of Commuters, Samsung
EssenceMediacom and Amazon, Unlocking Amazon to reward that thing you did, Mars
Initiative and News Corp Australia, Help Our Highway, IAG
Innovation
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
OMD and Akcelo, Macca’s Squid Game Meal – Dare to Play?, McDonald’s
Wavemaker, Ink Your Grin, Paramount
Best Content Amplification Strategy
EssenceMediacom and Val Morgan, Serving bold flavour to a new generation, MasterFoods
OMD, Six & Out Second Innings: On Tour with Macca’s, McDonald’s
This is Flow, Real-Time Runway, MESHKI
Wavemaker, Making sex therapy more than just a one-night stand, Audible
ESG Campaign – Sponsored by SBS
Them Advertising, Perfectly Adoptable Campaign, RSPA South Australia
WPP Media, People’s Choice
Industry change Program – Supported by Ad Net Zero
Publicis Group, Roar to Zero
WPP Media, Digital Sustainability Initiative
CHANNEL EXCELLENCE
Best Use of Screens
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
EssenceMediacom and Special Group, Get Almost, Almost Anything, even Andy, Uber Eats
Best Use of Search
Intender, Control + Alt + Lead: Doubling Leads with Symptoms-Marketing, Control Hire
iProspect, Taking a Bite Out of Search, Shark Ninja
iProspect, Booked for the Main Event: How Search Helped Vibe Docklands Take Centre Stage, TFE
Match & Wood, From Search to Study, Curtin University
Starcom, Messy Middle, Air New Zealand
Wavemaker, Overseas Visitor Health Cover, Allianz Partners
Best Use of Social
EssenceMediacom and WPP Media, Mable – My Kind of Independence, Attain Healthtec
Paramount ANZ and Hello, A Mountain of Movies, Paramount+
Publicis Groupe, Hydration Anthem, Neutrogena
Best Use of Audio
UM, One Talk at a Time, National Office for Child Safety, Attorney-General’s Department, Australian Government
Best Use of Outdoor – Sponsored by OMA Move
Clemenger BBDO, Samsung presents Sweet Ben, Samsung
OMD, Australia’s most ambitious outdoor campaign!, Telstra
oOh!media and PHD, Falcon, ANZ
Best Use of Retailer Owned Media
EssenceMediacom and Amazon, Unlocking Amazon to reward that thing you did, Mars
Publicis Groupe, Storytime, Zyrtec
Best Use of Events and Experiential
Clemenger BBDO, Clash of Commuters, Samsung
Wavemaker, Bref – City2Surf Podium, Henkel
Wavemaker, Bork With It, L’Oréal
Wavemaker, Ink Your Grin, Paramount
PEOPLE & CULTURE
Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
EssenceMediacom, Go Blue for Dolly, Dolly’s Dream
Match & Wood, Broadcasting Joy, Radio Lollipop
This is Flow, Turning up the Volume, Australian Children’s Music Fund(ACMF)
Agency Talent & Culture (<100)
Avenue C, Where Experience Takes You
Intender, Removing The Culture of ‘Busyness’ or Better Impact
This Is Flow, Culture Redefined
Agency Talent & Culture (>100)
Havas Media, The Ultimate Agency U-Turn
WPP Media, Salary Transparency
Tickets are on sale via the MFA website.
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