Initiative Takes Top Gong And 10 Gongs At The MFA Awards
The ‘LEGO City Goes Nitro’ campaign by Initiative Australia won the prestigious Grand Prix at the 2023 MFA Awards, with AAMI, Netflix, Samsung, NRMA Insurance and Dell also taking to the stage as winners at tonight’s black tie gala dinner in Sydney.
The MFA Awards celebrate the most effective and impactful work created by media agencies, demonstrating the industry’s purpose of We Are The Changers.
The Initiative Australia team
In addition to Initiative Australia, agencies recognised for their work were OMD & Ogilvy, Wavemaker, EssenceMediacom, Match & Wood, CHEP Network, Slingshot Media, Intender, This is Flow, GroupM and OMG Australia.
Close to 150 judges, including eight CMO Signature Judges, participated in the judging this year, adding a strong advertiser voice to the selection process. Collectively the judges looked for work that demonstrated effectiveness and long-term business growth.
The judges commended this year’s entries for displaying innovative solutions and strong results for clients.
Industry veteran Belinda Rowe was inducted into the MFA Hall of Fame, recognising her contribution across many aspects of the industry, including her mentoring and championing of women leaders.
Also recognised with an Industry Contribution honour was Chris Winterburn, Managing Director of Media i Group Australia.
The NGEN Award, which recognises the talent of young media agency executives with less than five years’ experience, was won by Kate O’Loughlin and Summer Treseder from Initiative Australia. This year was Kate’s third consecutive listing as an NGEN Award finalist, and Summer’s second.
Commenting on her agency’s success, Initiative CEO Melissa Fein said: “Last night’s event is the culmination of the most exciting and challenging year to-date. To say I am proud of my team is an understatement…we are both humbled and ecstatic and will celebrate this achievement in true Initiative style – as a team.
“But you cannot win awards without clients and at Initiative we are fortunate enough to work alongside the very best in the Nation; clients brave enough to disrupt their categories and put their trust in us to deliver outstanding media strategies that take their brands to the next level.”
MFA CEO Sophie Madden said: “The great thing about the MFA Awards is that every year we see the highest quality of strategic thinking, innovation and effectiveness, and this year was no different. The work recognised among the finalists and the winners is up there with the best globally, and really lives up to the promise of our industry purpose of being The Changers. Congratulations to the winners and a huge thank you to the MFA Awards Steering Committee and our judges who devote a significant amount of time to the rigorous process of selecting the best of the best.”
The 2023 MFA Awards winners are:
Grand Prix – sponsored by Seven
LEGO, LEGO City Goes NITRO!, Initiative Australia
OUTCOMES
Behaviour Change
Suncorp Group, AAMI – Crash Index, OMD & Ogilvy
Brand Impact
NRMA Insurance, Cricket Covers, Initiative Australia
Business Impact
LEGO, LEGO City Goes NITRO!, Initiative Australia
Data-Led Activation – sponsored by News Corp Australia
Suncorp Group, AAMI – Crash Index, OMD & Ogilvy
Best Long-term Results
Lotterywest, Ethical Econometrics, Initiative Australia
EXECUTION
Best Content Strategy
Netflix, Stranger Things 4 Launch, Wavemaker, Akcelo & Jack Nimble
Best Integrated Campaign
LEGO, LEGO City Goes NITRO!, Initiative Australia
Best Use of Small Budget
LEGO, LEGO City Goes NITRO!, Initiative Australia
Environmental, Social & Governance Award – sponsored by SBS Media
Suncorp Group, AAMI – Crash Index, OMD & Ogilvy
Best Innovation in Media
Samsung Australia, Flipvertising, CHEP Network
Media For Good
GroupM, Digital Sustainability Initiative
Best Partnership Award
Alienware by Dell, Levelling The Playing Field In Gaming, EssenceMediacom & POPSUGAR
CHANNEL EXCELLENCE
Best Use of Audio
Mars Petcare Australia, WHISKAS Audio Purrs, EssenceMediacom
Best Use of Outdoor – sponsored by Outdoor Media Association
NRMA Insurance, Cricket Covers, Initiative Australia
Best Use of Retail
Universal Sony Home Entertainment, How Universal Sony Home Entertainment’s Bullet Train Created A Media-first Retail Partnership To Drive Results, Slingshot Media
Best Use of Screens
Amazon Prime Video AUNZ, Terminal Tournament Takeover, Initiative Australia
Best Use of Search
Care For Kids Group, [Parental Advisory] Finding The Right Local Childcare, Intender
Best Use of Social
Netflix, Welcome to the Upside Down Under, Wavemaker, Akcelo & Jack Nimble
Best Use of Technology
Samsung Australia, Flipvertising, CHEP Network
Events & Experiential
LEGO, LEGO City Goes NITRO!, Initiative Australia
PEOPLE & CULTURE
Agency Talent & Culture – Less than 100 employees
This is Flow
Agency Talent & Culture – More than 100 employees
OMG Australia
Pro Bono/Cause Marketing Incentive – In recognition of Pam Lane
UnLTD & Radio Lollipop, Helping Children’s Charity Radio Grow Its Reach, Match & Wood
NGEN Award
Kate O’Loughlin & Summer Treseder, Initiative Australia
Latest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.