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    KFC, New Balance, FIFA, L’Oreal and ALDI campaigns among 2024 MFA Awards finalists

    Campaigns for KFC, New Balance, FIFA, L’Oreal and ALDI have been named among the finalists in the 2024 MFA Awards, which will be held on 19 September.

    The list of finalists includes small and large agencies, local independents and multinationals, and a growing group of collaborative partners.

    The 2024 cohort of more than 100 judges consisted of close to 50% client CMOs, who provided an advertiser voice to the selection process. Judges looked for work that demonstrated effectiveness, long-term business growth and media agencies’ industry purpose of We Are The Changers.  

    Naysla Edwards, VP customer marketing and member experience at American Express ANZ, said: “It has been a privilege and an honour to be a Signature Judge at this year’s MFA Awards; I was wowed by the calibre of media thinking and the work that’s gone into delivering clear and powerful entries.

    “Phenomenal to see the focus across the media agency industry on how their efforts are driving tangible business growth, long-term impact and outstanding innovation.”
     
    Woolworths Group GM group media and media planning, Nicole Smart, added: “In judging the MFA Awards, I felt proud of our industry peers and loved seeing media shine.
     
    “We saw some truly inspiring work across a broad range of business categories, from brands both big and small – reinforcing the belief that customer insight, brilliant strategy, and brave execution are equally important in achieving strong results.”

    Winners were chosen by silent vote – meaning no one will know the results until the MFA Awards gala dinner in Sydney on 19 September.
     
    MFA CEO Sophie Madden said: “A big congratulations to the finalists of the 2024 MFA Awards for continuing to live up to our industry’s We Are The Changers purpose. Each year, I am blown away by the quality of strategic thinking, innovation and collaboration our members are delivering for their clients.
     
    “I’d also like to thank our judges, who devote a huge amount of time to the significant task of identifying and awarding the most innovative and effective media thinking in Australia.”
     
    The MFA Awards Grand Prix (presented by Seven), and awards for Industry Contribution, Hall of Fame and the NGEN Award will also be announced at the MFA Awards gala dinner on Thursday 19 September 2024 at White Bay Cruise Terminal. The awards will follow on from the MFA EX conference. MFA EX will also be held in Melbourne on 5 September 2023.
     
    The NGEN Award opens for entries on 25 June.
     
    The 2024 MFA Awards finalists are:

    OUTCOMES

    Brand Impact – Sponsored by Meta
    EssenceMediacom, Google Pixel Perspectives, Google – Collaborating partner: PHD        
    Mediahub, Run Your Way, New Balance             
    UM and TBWA, The SEEKret to turn plateau into growth, SEEK

    Business Impact
    EssenceMediacom, KFC Modelled Menu, Yum!              
    Foundation, Telfast Disrupts Its Way To #1, Sanofi
    Initiative and ARN, Win a Billboard, ARN Media – Collaborating partner: JCDecaux

    Behaviour Change       
    CulturalPulse, FIFA Women’s World Cup 2023 Multicultural Fan Engagement, FIFA                      
    EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
    Initiative, Mental Fitness Gym, Gotcha4Life Foundation – Collaborating partner: Science Fiction
    OMD, Project Enigma, NSW Cancer Institute

    Data-Led Activation
         
    Atomic 212°, Red Is The New Black, My Muscle Chef – Collaborating partner: Chello       
    iProspect, Using Data to Beat the January Blues, Air New Zealand
    OMD, Project Enigma, NSW Cancer Institute      
    Zenith Media Australia, How a Built-from-Scratch Data Set Won Christmas 2023, ALDI – Collaborating partner: BMF

    Long Term Results        

    Bohemia Group and M&C Saatchi, Unleashing Personality to Outgrow The Category, Yellow Tail – Collaborating partner: Dig         
    PHD Australia, Getting the Australian Open to the Magic Million, Tennis Australia
    Wavemaker, Maybelline Game-Changing Results, L’Oreal – Collaborating partners: HERO, Photoplay Films, Livewire

    EXECUTION


    Best Integrated Campaign
            
    Initiative, Daisy Jones & The Six on Tour, Prime Video – Collaborating partners: Mediabrands Content Studio, Nova, SCA, Spotify, Vevo
    Initiative, Delivering Holiday Smiles, Amazon – Collaborating partners: Mediabrands Content Studio (MBCS), JCDecaux
    Initiative, Taking Aussies back to ’07, Prime Video – Collaborating partners: ARE Media, Mediabrands Content Studio, Scentre Group, Snapchat, Spotify
    OMD, SPF your deck, Dulux Group – Collaborating partner: Thinkbell Melbourne
    PHD, Mountain Goat: Untamed Music, Asahi – Collaborating partner: Spotify

    Best Use of Small Budget <500K
               
    EssenceMediacom, Dogs and Pubs are Better Together, My Dog – Collaborating partner: The & Partnership
    EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
    Foundation, Lunar New Year, HSBC
    UM, Did You Hear That?, Australian Government – Collaborating partner: Spotify

    Partnership Award       

    EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
    Foundation, Telfast and Seven: Disrupting our way to #1, Sanofi – Collaborating partner: Network Seven
    Initiative, Insuring Indigenous Stories, IAG / NRMA Insurance – Collaborating partners: NITV, SBS

    Innovation       

    CHEP, Climate Doctor’s Certificate, School Strike 4 Climate – Collaborating partners: Doctor Nick Abel and Doctor David Karoly
    Foundation, Renewables Ad Engine, Sanofi Consumer Healthcare Australia – Collaborating partner: Adylic
    OMD Create, Free Calls to Santa, Telstra – Collaborating partners: OMD, fullstop.ai, The Monkeys
    Wavemaker, Salon Brilliance, Henkel (Schwarzkopf) – Collaborating partners: Goat, Hogarth, Connecting Plots

    Best Content Amplification Strategy
        
    EssenceMediacom, Creating a Newspaper to Make Driving Safer, Queensland Government – Collaborating partner: The Betoota Advocate
    Initiative, Taking Aussies back to ’07, Prime Video – Collaborating partners: ARE Media, Mediabrands Content Studio, Scentre Group, Snapchat, Spotify
    Principle Media Group, Healthy Minds Campaign 2024, Swisse – Collaborating partner: Traffik Creative

    ESG Campaign – Sponsored by SBS
    EssenceMediacom, Cinema for ALL, Mable – Collaborating partner: Val Morgan
    Initiative, Empower With Flowers, Prime Video – Collaborating partner: Mediabrands Content Studio
    Wavemaker and GroupM, The Power of Search, Black Dog Institute – Collaborating partners: Google, Reddit, Folk Agency

    Media for Good           

    GroupM and Wavemaker, The Power of Search, Black Dog Institute – Collaborating partners: Google, Reddit, Folk Agency
    Foundation, Renewables Ad Engine, Sanofi Consumer Healthcare Australia – Collaborating partner: Adylic

    PEOPLE & CULTURE

    Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)       
    CHEP Network, Climate Doctor’s Certificate, School Strike 4 Climate – Collaborating partners: Doctor Nick Abel and Doctor David Karoly
    EssenceMediacom, Putting an End to Childhood Bullying, Dollys Dream – Collaborating partner: The Open Arms
    Initiative, Mental Fitness Gym, Gotcha4Life Foundation – Collaborating partner: Science Fiction
    Mindshare, The Greet Reef Census, Citizens Of The Great Barrier Reef – Collaborating partner: ReThink Everything

    Agency Talent & Culture (<100)

    Dentsu QLD
    The Media Store
    This Is Flow

    Agency Talent & Culture (>100)

    Atomic 212°
    Initiative

    CHANNEL EXCELLENCE 


    Best Use of Screens
         
    Initiative and Kinesso, Wonder, Goodman Fielder – Collaborating partners: Flybuys, Channel 9, Channel 7, SBS
    Match & Wood, The Bedroom Binge, Snooze

    Best Use of Technology
    Foundation, Renewables Ad Engine, Sanofi Consumer Healthcare Australia – Collaborating partner: Adylic
    OMD Create, Free Calls to Santa, Telstra – Collaborating partners: OMD, fullstop.ai, The Monkeys

    Best Use of Audio        
    PHD, Mountain Goat: Untamed Music, Asahi – Collaborating partner: Spotify
    UM, Did You Hear That?, Australian Government – Collaborating partner: Spotify

    Best Use of Outdoor – Sponsored by OMA

    Initiative and ARN, Win a Billboard, ARN Media – Collaborating partners: JCDecaux
    Initiative, Delivering Holiday Smiles, Amazon – Collaborating partners: Mediabrands Content Studio (MBCS), JCDecaux
    UM, Guinness Brewery of Meteorology, Lion – Collaborating partners: JCDecaux, Thinkerbell
    UM, XXXX Gold Pride in your Origin, Lion – Collaborating partners: JCDecaux, Thinkerbell

    Best Use of Performance Media           
               
    Initiative and Kinesso, Wonder, Goodman Fielder – Collaborating partners: Flybuys, Channel 9, Channel 7, SBS
    Intender, Lighting the way with Integrated Media, EnergyAustralia
    iProspect, Nailed It, L’Oréal ANZ
    OMD, Performance Value Engine, Telstra

    Best Use of Events and Experiential      
    EssenceMediacom, Google Pixel Perspectives, Google – Collaborating partner: PHD
    PHD, Scrum Saga, Asahi BeveragesCollaborating partners: DRUM, Pedestrian Group

    The 2024 MFA Awards sponsors are:

    Grand Prix Sponsor: Seven Network
    Platinum Sponsors: Meta, Outdoor Media Association, SBS
    Gold Sponsors: Ad Standards, Foxtel Media, News Corp Australia, OzTAM

    The post KFC, New Balance, FIFA, L’Oreal and ALDI campaigns among 2024 MFA Awards finalists appeared first on Mediaweek.

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