UM Sydney and PHD Australia lead the agency pack at shortlist stage of the 2017 MFA Awards

Screen Shot 2016-01-28 at 6.31.16 am-thumb-400x224-208783.jpgThe MFA have completed category judging of the 2017 annual Awards and today announced that 72 finalists have been recognised for their outstanding work.

UM Sydney leads the agency pack with nine finalists. PHD Australia has scored seven finalists - with PHD Media and PHD Melbourne scoring a finalist each adding to the media agency's tally. Mindshare and OMD have scored six finalists each.
MFA_SPARKLE_AWARDS_RGB_POS.jpgJudging took place in Sydney, Melbourne and Brisbane with over 150 senior representatives involved.

Says Sophie Madden, CEO, MFA: "Our goal is to showcase great work that works, recognising the most innovative and effective work being produced by our industry. This year doesn't disappoint, the quality of entries was high and demonstrated innovation, imagination and the diverse nature of what constitutes the scope of a media agency today. Congratulations to all the finalists and we look forward to celebrating your success on Thursday October 19 at the Royal Hall of Industries."

Earlier this year the MFA announced a revision to their Awards, entrants now have the potential to win a Gold, Silver and/or Bronze trophy in each category. In addition, this year they will be recognising great digital effectiveness through a partnership with the IAB. A separate panel of judges will review the finalist entries and select the 5 best examples of great digital effectiveness.

These entries will be identified at the 19th annual MFA Awards. Tickets to the event can be purchased via the MFA website.

The 2017 MFA Awards finalists are:

Automotive Vehicles, Product & Services
• Hyundai Motor Company Australia, Hyundai Dealer Stealer, Ansible

Durable Consumer Goods
• Microsoft, Windows 10 Analyser: Doing More. Just like You, Carat Australia
• LEGO Australia, Build Australia, UM Sydney

Fast Moving Consumer Goods
• COTY , Best Kept Secret, HYLAND
• Unilever, Streets - How Hyper Relevance Put Streets Ice Cream Back On The Lips of Aussies, PHD

Financial Services
• Latitude Financial Services, You Can Do Better, CHE Proximity
• Westpac Banking Corporation (WBC), Westpac Bump Launch Campaign, Media Lab

Food & Beverages - Sponsored by ASB
• Simplot Australia, Rolling Home With A Chiko - How We Put The Humble Chiko Roll Back In The Driver's Seat By Owning The Customer Journey (Home), Cummins&Partners
• Unilever, Tapping Into The Tipping Point With Lipton Ice Tea, PHD Media Coca-Cola South Pacific, Fanta Relaunch, UM Sydney
• Meat & Livestock Australia, Spring Lamb, UM Sydney

Public Sector, Utilities & Charities
• Go Gentle Australia, Be The Bill - How We Harnessed The Power Of Personalization To Put Euthanasia On The Political Agenda, Cummins&Partners
• WWF Australia, Safe Passage For Sea Creatures, Starcom
• Transport for NSW, Wiggles, UM Sydney

Media & Entertainment - Sponsored by OzTAM
• Foxtel: Showcase, How A Prison Rat Made Wentworth No.1 On Foxtel, Mindshare
• Foxtel, Marketing At The Speed Of Sport: Foxtel's Next Generation Media Platform, Mindshare
• SBS, Deep Water, Zenith

Retail & eCommerce
• eHarmony, 'Be My Valentine', OMD Australia
• Ancestry.com.au, Storytelling Is In Our DNA, OMD

Telco, Travel, Leisure & Other Services
• 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
• Vodafone, 30 Days Of Power, MEC
• Google, The Google app & The Voice, PHD Australia

Best Communications Strategy
• Flordis, Prospan 'Don't Ignore A Cough', AFFINITY
• Cochlear, The Hearing Test In Disguise, CHE Proximity
• Go Gentle Australia, Be The Bill - Harnessing The Power Of Personalization To Put Euthanasia On The Political Agenda, Cummins&Partners
• Coca-Cola South Pacific, Fanta Relaunch, UM Sydney

Best New Product Launch/Relaunch
• Microsoft, Forza Horizon 3: Leave Your Limits, Carat Australia
• Westpac Banking Corporation (WBC), Westpac Bump Account Launch, Media Lab
• Coca-Cola South Pacific, Fanta Relaunch, UM Sydney

Best Integrated Campaign
• Cochlear, The Hearing Test In Disguise, CHE Proximity
• Google, The Google app & The Voice, PHD Australia
• Meat & Livestock Australia, Spring Lamb, UM Sydney
• Coca-Cola South Pacific, Fanta Relaunch, UM Sydney

Best Use of a Small Budget (Up to $300,000)
• Cochlear, The Hearing Test In Disguise, CHE Proximity
• DrinkWise, How To Date Properly, MediaCom
• WWF Australia, Safe Passage For Sea Creatures, Starcom
• Lion, The Chocolate Easter Keg, UM Sydney

Most Innovative Use of Media - Sponsored by Nine Entertainment Co.
• University of Melbourne, Made Possible By Melbourne, McCann Melbourne
• Foxtel, Marketing At The Speed Of Sport: Foxtel's Next Generation Media Platform, Mindshare
• Qantas, Out Of Office, The Monkeys

Best Collaboration
• FremantleMedia Australia, Family Feud Disney Edition, FremantleMedia Australia
• University of Melbourne, Made Possible By Melbourne, McCann Melbourne
• Google, The Google app & The Voice, PHD Australia

Best Use of Technology
• Foxtel: Showcase, How A Prison Rat Made Wentworth No.1 On Foxtel, Mindshare
• Foxtel, Marketing At The Speed Of Sport: Foxtel's Next Generation Media Platform, Mindshare
• 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
• Flordis, Prospan 'Don't Ignore A Cough', AFFINITY
• Go Gentle Australia, Be The Bill - Harnessing The Power Of Personalization To Put Euthanasia On The Political Agenda, Cummins&Partners
• Ancestry.com.au, Ancestry Gets Short Term Results From Long Lost Family, OMD
• Hanes / BONDS, BONDS Comfytails - "Reaching Only Those That Have Outgrown Uncomfortable", OMD
• Asahi Premium Beverages, VCTV By Vodka Cruiser, Vizeum / The Story Lab

Best Demonstration of Long-Term Results - Sponsored by MOVE
• Ford Motor Company Australia, Tough Done Smarter, GTB Australia
• ANZ, 'Buy Ready', PHD Melbourne

Best Use of Data, Adtech, Analytics or Research
• Flordis, Prospan 'Don't Ignore A Cough', AFFINITY
• Cochlear, The Hearing Test In Disguise, CHE Proximity
• Flight Centre Travel Group, Building The Flight Centre Travel Group Co-op, Ikon Communications
• The University of Sydney, Dynamic Recruitment, The Monkeys

Best Use of Real-Time Marketing
• Foxtel, How Foxtel Gave Every Aussie Fan A Pocket NBA Analyst, Mindshare
• Unilever, Streets - How Hyper Relevance Put Streets Ice Cream Back On The Lips Of Aussies, PHD
• Google, The Google app & The Voice, PHD Australia
• The University of Sydney, Dynamic Recruitment, The Monkeys

People & Culture Award
• The Maxus PACEMAKER Committee, Maxus Communications Australia
• Conquering Churn With Life/Work Blend, OMD
• Behind PHD's Transformation, A Journey Of 180 People, PHD Media

Marketing Team of the Year - Sponsored by the AANA
• Meat & Livestock Australia
• NAB
• Westpac Group

Media Partner of the Year
• Adshel Street Furniture
• Nova Entertainment
• Val Morgan

Pro Bono/Cause Marketing Initiative - In recognition of Pam Lane
• Foodbank, Foodbank Food Fight 2016, Maxus
• The Pyjama Foundation, OMD & The Pyjama Foundation, OMD Sydney

In order to determine the coveted Grand Prix Award sponsored by RED, the gold trophy category winners will be reviewed again by a separate panel of senior industry representatives.

Finalists in the NGEN category will be announced in the coming weeks.

The 2017 MFA Awards sponsors are:
Grand Prix - RED
Major Sponsors - AANA, ASB, facebook, MOVE, Nine Entertainment Co. & OzTAM Supporting Sponsor - IAB
Distinguished Sponsors - ARN, Lion, Media I, MPA, Nielsen Media, SMI & Val Morgan
Media Partner - AdNews
Charity Partner - UnLtd

2 Comments

Go Cummins&Partners! said:


Great work folks!!

Seriously said:

What does MFA stand for?

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