{"id":743398,"date":"2026-06-18T00:53:11","date_gmt":"2026-06-18T00:53:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/743398\/"},"modified":"2026-06-18T00:53:11","modified_gmt":"2026-06-18T00:53:11","slug":"mfa-awards-2026-finalists-revealed","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/743398\/","title":{"rendered":"MFA Awards 2026 finalists revealed"},"content":{"rendered":"

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The Media Federation of Australia<\/a> (MFA) has unveiled the finalists for its 2026 Awards, with campaigns for BMW, Diageo, Medibank, L\u2019Or\u00e9al, McDonald\u2019s, Unilever, and several state and federal government clients among the top contenders vying for honours at the industry\u2019s biggest night on 24 September.<\/p>\n

The finalists were selected from a competitive field by a 120-strong judging panel, comprising an industry-leading 50% client-side chief marketing officers, who collectively brought 1,692 years of industry experience to the process.<\/p>\n

All winners were determined by silent vote, with results to remain undisclosed until the gala.<\/p>\n

In-person judging returns<\/p>\n

This year marked a return to in-person judging, a move praised by both co-chairs and signature judges for elevating the rigour and quality of deliberation.<\/p>\n

Catherine Rushton, Chief Strategic Officer at This is Flow and MFA Awards Co-Chair, said the format shift made a tangible difference.<\/p>\n

\u201cBringing judges together in person lifted the energy, debate and rigour of judging. 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 said Rushton.<\/p>\n

\"Catherine<\/p>\n

Catherine Rushton<\/p>\n

Naysla Edwards, VP, Customer Marketing & Member Experience, American Express ANZ, echoed the sentiment.<\/p>\n

\u201cJudging the MFA Awards is always a rewarding and inspiring experience, seeing firsthand 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.<\/p>\n

\u201cReturning 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\u2019s finalists,\u201d said Edwards.<\/p>\n

\"Naysla<\/p>\n

Naysla Edwards, Amex Vice President of Brand, Customer Marketing and Member Experience.<\/p>\n

Breadth of agencies on show<\/p>\n

The finalist list spans independent agencies and global networks, reflecting the depth of talent across the industry.<\/p>\n

Standout entries include Mindshare & Motion Entertainment by WPP\u2019s Rexona RIVALS: The New Playbook for Branded Entertainment for Unilever, which earned nominations across Business Impact, Best Integrated Campaign, Best Use of Screens, and the Partnership Award.<\/p>\n

Clemenger BBDO\u2019s Lifeblood Blood Supply campaign for Australian Red Cross Lifeblood also secured multiple nominations, across Behaviour Change, Best Integrated Campaign, and Best Use of Outdoor.<\/p>\n

MFA CEO Sophie Madden said the recognised work demonstrates the strength of Australia\u2019s media industry on a global stage.<\/p>\n

\u201cThe work recognised this year demonstrates exactly why Australia\u2019s media industry is regarded as world-class. These finalists have combined creativity, strategy, data, and partnership to deliver outstanding results for their clients while advancing the craft of media. Congratulations to every finalist, and thank you to our judges for the expertise, passion and commitment they brought to the process,\u201d said Madden.<\/p>\n

In addition to category winners, the gala dinner will reveal the prestigious MFA Awards Grand Prix (presented by Seven), as well as the Hall of Fame inductee, Industry Contributor, and NGEN Award winners.<\/p>\n

Full finalist listOutcomes<\/p>\n

Behaviour Change \u2013 Sponsored by Reddit<\/p>\n

Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
dentsu, Medibank\u2019s Family Roast, Medibank
EssenceMediacom, Bincoin, Containers for Change
Uber Advertising & Atomic 212, Test Rides, BMW Group Australia<\/p>\n

Brand Impact<\/p>\n

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

Business Impact<\/p>\n

EssenceMediacom, Tooheys Muster, Lion
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, McCaf\u00e9 and Little Treats: A Matcha Made in Heaven, McDonald\u2019s
Performics, Bank of Queenslanders, Bank of Queensland
Wavemaker, La Roche-Posay Anthelios: Owning Summer by Owning Trust, L\u2019Or\u00e9al<\/p>\n

Data-Led Activation<\/p>\n

Hearts & Science, Data That Decides, Diageo
Spark Foundry, Winning When There\u2019s Less to Sell, Royal Caribbean<\/p>\n

Execution<\/p>\n

Best Content Amplification Strategy<\/p>\n

dentsu WA & Southern Cross Austereo (SCA), Cop Week: Behind the Badge, Western Australia Police Force<\/p>\n

Best Integrated Campaign<\/p>\n

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\u2019s Out There. Quite Literally, Nissan
UM, STIs: Make STI Testing Your Beforeplay, Australian Government \u2013 Department of Health, Disability and Ageing<\/p>\n

Best Use of Small Budget <$500K<\/p>\n

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 \u2013 Department of Health, Disability and Ageing<\/p>\n

ESG Campaign \u2013 Sponsored by SBS<\/p>\n

dentsu, Medibank\u2019s Family Roast, Medibank
Spark Foundry, Iconic Lipstick. Real Impact, Revlon<\/p>\n

Partnership Award<\/p>\n

dentsu, Medibank\u2019s Family Roast, Medibank
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, Macca\u2019s AFL Happy Meal \u2013 Play on!, McDonald\u2019s Australia
PHD Media & OM Content, AFLW wX, AFL<\/p>\n

Channel excellence<\/p>\n

Best Use of Audio<\/p>\n

UM, The Sound of Solidarity: Canteen\u2019s Bandanna Day Reignited on its 40th Year, Canteen
Wavemaker, YSL Beauty Loveshine: Love Game, L\u2019Or\u00e9al
Wavemaker, Seat Belters: Remixing Road Safety, Allianz<\/p>\n

Best Use of Creators\/Influencers \u2013 Sponsored by Meta<\/p>\n

EssenceMediacom, Badge vs Buttons, Queensland Police Services \u2013 Recruitment<\/p>\n

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

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<\/p>\n

Best Use of Outdoor \u2013 Sponsored by OMA Move<\/p>\n

Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Mindshare, Bowled Out! How IKEA Won Australia\u2019s Summer of Cricket, IKEA
Mindshare, Hero the Bits Beyond the Pits, Unilever<\/p>\n

Best Use of Retailer Owned Media<\/p>\n

EssenceMediacom, Dine Cat Decoder, Mars
Uber Advertising, Grab & Go, BWS<\/p>\n

Best Use of Screens<\/p>\n

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<\/p>\n

Best Use of Search<\/p>\n

Avenue C, When Infrastructure Meets Intelligence, KitchenAid
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<\/p>\n

Best Use of Social<\/p>\n

EssenceMediacom, Democracy Sauce, Mars
OMD, Reaction Time: Turning Social Media into a Road Safety Tool, NSW Government<\/p>\n

People, planet & culture<\/p>\n

Agency Talent & Culture (<100) Avenue C Match & Wood PMG This Is Flow Agency Talent & Culture (>100)<\/p>\n

Sparro x BrainLabs
WPP Media
Zenith Media<\/p>\n

Pro Bono\/Cause Marketing Incentive (In recognition of Pam Lane)<\/p>\n

Avenue C, Show We Care, MND Australia
dentsu, A Better 10th Birthday, Raise the Age NSW<\/p>\n

Tickets are available via the MFA website here.<\/a><\/p>\n

Keep on top of the most important media, marketing, and agency news each day with the\u00a0Mediaweek\u00a0Morning Report\u00a0\u2013 delivered for free every morning to your inbox.<\/a><\/p>\n

Catherine Rushton<\/a>, Clemenger BBDO<\/a>, Dentsu<\/a>, EssenceMediaCom<\/a>, Media Federation of Australia<\/a>, MFA<\/a>, MFA Awards<\/a>, Mindshare<\/a>, OMD<\/a>, Sophie Madden<\/a>, wavemaker<\/a>