{"id":743314,"date":"2026-06-18T00:00:10","date_gmt":"2026-06-18T00:00:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/743314\/"},"modified":"2026-06-18T00:00:10","modified_gmt":"2026-06-18T00:00:10","slug":"mfa-awards-2026-finalists-adnews","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/743314\/","title":{"rendered":"MFA Awards 2026 finalists – AdNews"},"content":{"rendered":"

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Campaigns for BMW, Diageo, Medibank, L\u2019Or\u00e9al, McDonald\u2019s, Unilever and state government are among the contenders named as finalists for the 2026 MFA Awards, ahead of the winners\u2019 reveal at a gala dinner on September 24.<\/p>\n

This year\u2019s judging panel of more than 130 media and marketing leaders featured more than 50% client-side CMOs.\u00a0<\/p>\n

\u201cBringing 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.<\/p>\n

“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.\u201d<\/p>\n

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. <\/p>\n

“Remarkably, the standard continues to rise year after year, and this year was no exception,” said Edwards.<\/p>\n

“Returning to in-person judging was a particular highlight, enabling deeper discussion, greater scrutiny and robust debate among the judges. <\/p>\n

“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\u2019s finalists.\u201d\u00a0
\u00a0
MFA CEO Sophie Madden said the work\u00a0recognised\u00a0this year\u00a0demonstrates\u00a0exactly why Australia\u2019s media industry is regarded as world class.\u00a0<\/p>\n

“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.<\/p>\n

“Congratulations to every finalist, and thank you to our judges for the expertise, passion and commitment they brought to the process.\u201d\u00a0<\/p>\n

\u00a0<\/p>\n

The 2026\u00a0MFA Awards finalists are:\u00a0<\/p>\n

OUTCOMES\u00a0<\/p>\n

Behaviour Change\u00a0\u2013 Sponsored by\u00a0Reddit \u00a0
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood\u00a0<\/p>\n

dentsu, Medibank\u2019s Family Roast, Medibank\u00a0<\/p>\n

EssenceMediacom,\u00a0Bincoin, Containers for Change\u00a0
Uber Advertising & Atomic 212, Test Rides, BMW Group Australia\u00a0<\/p>\n

Brand Impact\u00a0\u00a0<\/p>\n

dentsu, Medibank\u2019s Family Roast, Medibank\u00a0
EssenceMediacom\u00a0and Seven Network,\u00a0Google AI Finds its Voice, Google\u00a0<\/p>\n

Business Impact\u00a0
EssenceMediacom,\u00a0Tooheys\u00a0Muster, Lion\u00a0<\/p>\n

Mindshare & Motion Entertainment by WPP,\u00a0Rexona\u00a0RIVALS: The\u00a0New\u00a0Playbook for\u00a0Branded\u00a0Entertainment,\u00a0Unilever\u00a0<\/p>\n

OMD, McCaf\u00e9 and Little Treats: A Matcha\u00a0Made in Heaven, McDonald\u2019s\u00a0<\/p>\n

Performics, Bank of Queenslanders, Bank of Queensland\u00a0<\/p>\n

Wavemaker,\u00a0La\u00a0Roche-Posay\u00a0Anthelios: Owning Summer by Owning Trust, L\u2019Or\u00e9al\u00a0<\/p>\n

Data-Led Activation \u00a0
Hearts & Science, Data That Decides, Diageo\u00a0<\/p>\n

Spark Foundry,\u00a0Winning When There\u2019s Less to Sell, Royal Caribbean\u00a0\u00a0
\u00a0
EXECUTION\u00a0<\/p>\n

Best Content Amplification Strategy\u00a0 \u00a0
dentsu\u00a0WA\u00a0& Southern Cross\u00a0Austereo\u00a0(SCA),\u00a0Cop Week: Behind the Badge, Western Australia Police Force\u00a0
\u00a0
Best Integrated Campaign \u00a0
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood\u00a0<\/p>\n

Mindshare & Motion Entertainment by WPP,\u00a0Rexona\u00a0RIVALS: The New Playbook for Branded Entertainment, Unilever\u00a0<\/p>\n

OM United, Nissan Patrol:\u00a0It\u2019s\u00a0Out There.\u00a0Quite Literally, Nissan\u00a0<\/p>\n

UM, STIs: Make STI Testing Your\u00a0Beforeplay, Australian Government \u2013\u202fDepartment of Health, Disability and Ageing\u00a0
\u00a0
Best Use of Small Budget <500K \u00a0
EssenceMediacom,\u00a0Tooheys\u00a0Muster, Lion\u00a0<\/p>\n

Hearts & Science, Data That Decides,\u00a0Diageo\u00a0<\/p>\n

OMD, The Mystery\u00a0of the Missing\u00a0Golden\u00a0Slipper, Australian Turf Club\u00a0<\/p>\n

UM, RSV Maternal\u00a0Vaccination, Australian Government \u2013\u202fDepartment of Health, Disability and Ageing\u00a0<\/p>\n

ESG Campaign\u00a0\u2013 Sponsored by\u00a0SBS\u00a0
dentsu, Medibank\u2019s Family Roast, Medibank\u00a0<\/p>\n

Spark Foundry, Iconic Lipstick. Real Impact,\u00a0Revlon\u00a0\u00a0<\/p>\n

Partnership Award \u00a0<\/p>\n

dentsu, Medibank\u2019s Family Roast, Medibank\u00a0<\/p>\n

Mindshare & Motion Entertainment by WPP,\u00a0Rexona\u00a0RIVALS: The New Playbook for Branded Entertainment, Unilever\u00a0<\/p>\n

OMD, Macca\u2019s AFL Happy\u00a0Meal \u2013 Play\u00a0on!,\u00a0McDonald\u2019s Australia\u00a0<\/p>\n

PHD Media & OM Content, AFLW\u00a0wX, AFL\u00a0<\/p>\n

CHANNEL EXCELLENCE \u00a0<\/p>\n

Best Use of Audio \u00a0
UM, The Sound of Solidarity: Canteen\u2019s Bandanna Day\u00a0Reignited on its 40th\u00a0Year, Canteen\u00a0<\/p>\n

Wavemaker,\u00a0YSL\u00a0Beauty\u00a0Loveshine:\u00a0Love Game,\u00a0L\u2019Or\u00e9al\u00a0<\/p>\n

Wavemaker, Seat Belters: Remixing Road Safety, Allianz\u00a0<\/p>\n

Best Use of\u00a0Creators \/ Influencers\u00a0\u2013 Sponsored by\u00a0Meta\u00a0<\/p>\n

EssenceMediacom, Badge vs\u00a0Buttons,\u00a0Queensland Police Services\u00a0\u2013\u00a0Recruitment\u00a0\u00a0<\/p>\n

Best Use of Events and Experiential \u00a0<\/p>\n

dentsu,\u00a0eBay Australia at the Cutting Edge of the Circular Economy, eBay\u00a0Australia\u00a0<\/p>\n

Uber Advertising & Atomic 212, Test Rides, BMW Group Australia\u00a0
Wavemaker, The Audible Express, Audible<\/p>\n

Best Use of Outdoor \u2013 Sponsored by OMA Move\u00a0
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood\u00a0<\/p>\n

Mindshare,\u00a0Bowled Out! How IKEA Won Australia\u2019s Summer of Cricket, IKEA\u00a0<\/p>\n

Mindshare,\u00a0Hero the Bits Beyond the Pits, Unilever<\/p>\n

Best Use of\u00a0Retailer Owned Media\u00a0
EssenceMediacom,\u00a0Dine Cat Decoder, Mars\u00a0<\/p>\n

Uber\u00a0Advertising,\u00a0Grab & Go, BWS\u00a0<\/p>\n

Best Use of Screens \u00a0
EssenceMediacom,\u00a0Livewire\u00a0& Special,\u00a0Backseat Arcade, Uber\u00a0<\/p>\n

Mindshare, Surviving Bad Sleep, IKEA\u00a0<\/p>\n

Mindshare & Motion Entertainment by WPP,\u00a0Rexona\u00a0RIVALS: The New Playbook for Branded Entertainment, Unilever\u00a0<\/p>\n

Best Use of Search\u00a0
Avenue C,\u00a0When Infrastructure\u00a0Meets Intelligence, Kitchen Aid\u00a0\u00a0<\/p>\n

dentsu\u00a0X,\u00a0The Hardest Search Problem\u00a0is a\u00a0Human One, Charles Sturt University\u00a0\u00a0
dentsu,\u00a0Filling\u00a0up University Lectures with Value-Based Search, University of New England\u00a0\u00a0<\/p>\n

Meaningful Agency,\u00a0Better Results, Better Futures, Matrix Education\u00a0<\/p>\n

Best Use of Social\u00a0
EssenceMediacom, Democracy Sauce,\u00a0Mars\u00a0<\/p>\n

OMD,\u00a0Reaction Time: Turning Social Media into a Road Safety Tool, NSW Government\u00a0\u00a0<\/p>\n

PEOPLE, PLANET\u00a0& CULTURE\u00a0
\u00a0
Agency Talent & Culture (<100) \u00a0
Avenue C\u00a0\u00a0<\/p>\n

Match & Wood\u00a0<\/p>\n

PMG\u00a0
This Is Flow\u00a0
\u00a0
Agency Talent & Culture (>100)\u00a0
Sparro\u00a0x BrainLabs\u00a0
WPP Media\u00a0<\/p>\n

Zenith Media\u00a0
\u00a0
Pro Bono\/Cause Marketing Incentive (In recognition of Pam Lane) \u00a0
Avenue C, Show\u00a0We Care,\u00a0MND Australia\u00a0<\/p>\n

dentsu, A Better 10th Birthday,\u00a0Raise\u00a0the\u00a0Age NSW<\/p>\n

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au<\/a><\/p>\n

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