MFA Awards.
Campaigns for BMW, Diageo, Medibank, L’Oréal, McDonald’s, Unilever and state government are among the contenders named as finalists for the 2026 MFA Awards, ahead of the winners’ reveal at a gala dinner on September 24.
This year’s judging panel of more than 130 media and marketing leaders featured more than 50% client-side CMOs.
“Bringing judges together in person lifted the energy, debate and rigour of judging," said This is Flow chief strategic officer and MFA Awards Co-Chair, Catherine Rushton.
"The list of finalists reflects both the growing sophistication of media and its critical role in driving business outcomes. With such an experienced cohort of judges and a strong focus on effectiveness, every finalist has earned their place by meeting an exceptionally high standard.”
American Express ANZ VP customer marketing & member experience and Signature Judge, Naysla Edwards, said judging the MFA Awards is always a rewarding and inspiring experience, seeing first hand the exceptional media thinking, collaboration and innovation that exists across our industry.
"Remarkably, the standard continues to rise year after year, and this year was no exception," said Edwards.
"Returning to in-person judging was a particular highlight, enabling deeper discussion, greater scrutiny and robust debate among the judges.
"The result is a finalist field that truly represents the very best in bold thinking, strategic excellence and measurable impact. Congratulations to all those who have earned their place among this year’s finalists.”
MFA CEO Sophie Madden said the work recognised this year demonstrates exactly why Australia’s media industry is regarded as world class.
"These finalists have combined creativity, strategy, data and partnership to deliver outstanding results for their clients while pushing the craft of media forward," said Madden.
"Congratulations to every finalist, and thank you to our judges for the expertise, passion and commitment they brought to the process.”
The 2026 MFA Awards finalists are:
OUTCOMES
Behaviour Change – Sponsored by Reddit
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
dentsu, Medibank’s Family Roast, Medibank
EssenceMediacom, Bincoin, Containers for Change
Uber Advertising & Atomic 212, Test Rides, BMW Group Australia
Brand Impact
dentsu, Medibank’s Family Roast, Medibank
EssenceMediacom and Seven Network, Google AI Finds its Voice, Google
Business Impact
EssenceMediacom, Tooheys Muster, Lion
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, McCafé and Little Treats: A Matcha Made in Heaven, McDonald’s
Performics, Bank of Queenslanders, Bank of Queensland
Wavemaker, La Roche-Posay Anthelios: Owning Summer by Owning Trust, L’Oréal
Data-Led Activation
Hearts & Science, Data That Decides, Diageo
Spark Foundry, Winning When There’s Less to Sell, Royal Caribbean
EXECUTION
Best Content Amplification Strategy
dentsu WA & Southern Cross Austereo (SCA), Cop Week: Behind the Badge, Western Australia Police Force
Best Integrated Campaign
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OM United, Nissan Patrol: It’s Out There. Quite Literally, Nissan
UM, STIs: Make STI Testing Your Beforeplay, Australian Government – Department of Health, Disability and Ageing
Best Use of Small Budget <500K
EssenceMediacom, Tooheys Muster, Lion
Hearts & Science, Data That Decides, Diageo
OMD, The Mystery of the Missing Golden Slipper, Australian Turf Club
UM, RSV Maternal Vaccination, Australian Government – Department of Health, Disability and Ageing
ESG Campaign – Sponsored by SBS
dentsu, Medibank’s Family Roast, Medibank
Spark Foundry, Iconic Lipstick. Real Impact, Revlon
Partnership Award
dentsu, Medibank’s Family Roast, Medibank
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, Macca’s AFL Happy Meal – Play on!, McDonald’s Australia
PHD Media & OM Content, AFLW wX, AFL
CHANNEL EXCELLENCE
Best Use of Audio
UM, The Sound of Solidarity: Canteen’s Bandanna Day Reignited on its 40th Year, Canteen
Wavemaker, YSL Beauty Loveshine: Love Game, L’Oréal
Wavemaker, Seat Belters: Remixing Road Safety, Allianz
Best Use of Creators / Influencers – Sponsored by Meta
EssenceMediacom, Badge vs Buttons, Queensland Police Services – Recruitment
Best Use of Events and Experiential
dentsu, eBay Australia at the Cutting Edge of the Circular Economy, eBay Australia
Uber Advertising & Atomic 212, Test Rides, BMW Group Australia
Wavemaker, The Audible Express, Audible
Best Use of Outdoor – Sponsored by OMA Move
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Mindshare, Bowled Out! How IKEA Won Australia’s Summer of Cricket, IKEA
Mindshare, Hero the Bits Beyond the Pits, Unilever
Best Use of Retailer Owned Media
EssenceMediacom, Dine Cat Decoder, Mars
Uber Advertising, Grab & Go, BWS
Best Use of Screens
EssenceMediacom, Livewire & Special, Backseat Arcade, Uber
Mindshare, Surviving Bad Sleep, IKEA
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
Best Use of Search
Avenue C, When Infrastructure Meets Intelligence, Kitchen Aid
dentsu X, The Hardest Search Problem is a Human One, Charles Sturt University
dentsu, Filling up University Lectures with Value-Based Search, University of New England
Meaningful Agency, Better Results, Better Futures, Matrix Education
Best Use of Social
EssenceMediacom, Democracy Sauce, Mars
OMD, Reaction Time: Turning Social Media into a Road Safety Tool, NSW Government
PEOPLE, PLANET & CULTURE
Agency Talent & Culture (<100)
Avenue C
Match & Wood
PMG
This Is Flow
Agency Talent & Culture (>100)
Sparro x BrainLabs
WPP Media
Zenith Media
Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
Avenue C, Show We Care, MND Australia
dentsu, A Better 10th Birthday, Raise the Age NSW
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