MFA Kicks off 2015 awards, promises to boost rigour

Rosie Baker
By Rosie Baker | 25 May 2015

The MFA says it is boosting the rigour of its awards judging this year as it launches its call for entries 2015.

MFA enlisted Seven TV's Sunrise host Andrew O'Keefe as part of a campaign launch video that sees MFA CEO Sophie Madden and Awards chair Greg Graham of GroupM interviewed by the weekend host about this year's awards. Seven is a major sponsor of the awards programme. AdNews is the media partner.

Dodging a loaded question from O'Keefe about whether the awards judging have lacked rigour in the past, Graham and Madden outlined how entrants now need to provide a written document, signed by the client confirming that all information in the submission is correct. The jury will also contact clients randomly following entries to back up claims made by entrants.

The MFA will also share some best practice tips for award hopefuls in the run up to the deadline to make sure that agencies are on the right track.

At last year's MFA Awards, creative shop The Monkeys took the Grand Prix prize, which ruffled feathers in some corners of the market. The MFA is happy for more creative agencies to enter this year because it grows the support of the industry, says Madden.

The MFA is also hoping to encourage more client side marketers to enter its Marketer of the Year category, by encouraging agencies to nominate and put forward their best clients, because part f its remit is to encourage best practice on both client and agency side of the business. It's also pumping up its NGEN category, and the value it offers the younger generation in the industry.

The awards will be held on 15 October at the Australian Technology Park Exhibition Centre, Redfern.

Sophie Madden said; “The MFA awards are all about showcasing great work, that works. Each year we look to how we can continue to grow the awards program and ensure that they stay true to their purpose. This year we focused on increasing the emphasis on results, in an already rigorous judging process.”

Graham said; ”I am really excited this year about going back to the unique hybrid format. We can pay attention and respect
the work in the theatre style, then enjoy a sit down dinner afterwards and really celebrate the last few major awards.”

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