Campaigns for BMW, Diageo, Medibank, L’Oréal, McDonald’s, Unilever and state government are among the standout contenders named as finalists for the 2026 MFA Awards.
The 2026 judging panel comprised 120 media and marketing leaders, including an industry-leading 50 per cent client-side CMOs, bringing a strong advertiser lens to the process. Collectively, judges brought 1,692 years of industry experience to the task of assessing Australia’s best media thinking.
Judges looked for campaigns that delivered effectiveness and long-term growth and also demonstrated media agencies’ ability to drive meaningful change for businesses, brands and communities.
All winners were determined by silent vote, with the results remaining a closely guarded secret until awards night. The finalist list spans independent agencies and global networks.
“The work recognised this year demonstrates exactly why Australia’s media industry is regarded as world class. These finalists have combined creativity, strategy, data and partnership to deliver outstanding results for their clients while pushing the craft of media forward. Congratulations to every finalist, and thank you to our judges for the expertise, passion and commitment they brought to the process,” MFA chief executive Sophie Madden added.
In addition to the category winners, the MFA Awards gala dinner will also reveal the MFA Awards Grand Prix (presented by Seven), along with this year’s Hall of Fame inductee, Industry Contributor and NGEN Award winners.
Behaviour Change – Sponsored by Reddit
Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
dentsu, Medibank’s Family Roast, Medibank
EssenceMediacom, Bincoin, Containers for Change Uber Advertising & Atomic 212, Test Rides, BMW Group Australia
Brand Impact
dentsu, Medibank’s Family Roast, Medibank
EssenceMediacom and Seven Network, Google AI Finds its Voice, Google
Business Impact
EssenceMediacom, Tooheys Muster, Lion
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, McCafé and Little Treats: A Matcha Made in Heaven, McDonald’s
Performics, Bank of Queenslanders, Bank of Queensland
Wavemaker, La Roche-Posay Anthelios: Owning Summer by Owning Trust, L’Oréal
Data-Led Activation
Hearts & Science, Data That Decides, Diageo
Spark Foundry, Winning When There’s Less to Sell, Royal Caribbean EXECUTION
Best Content Amplification Strategy
dentsu WA & Southern Cross Austereo (SCA), Cop Week: Behind the Badge, Western Australia Police Force
Best Integrated Campaign
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’s Out There. Quite Literally, Nissan
UM, STIs: Make STI Testing Your Beforeplay, Australian Government – Department of Health, Disability and Ageing
Best Use of Small Budget <500K
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 – Department of Health, Disability and Ageing
ESG Campaign – Sponsored by SBS
dentsu, Medibank’s Family Roast, Medibank
Spark Foundry, Iconic Lipstick. Real Impact, Revlon
Partnership Award
dentsu, Medibank’s Family Roast, Medibank
Mindshare & Motion Entertainment by WPP, Rexona RIVALS: The New Playbook for Branded Entertainment, Unilever
OMD, Macca’s AFL Happy Meal – Play on!, McDonald’s Australia
PHD Media & OM Content, AFLW wX, AFL
CHANNEL EXCELLENCE
Best Use of Audio
UM, The Sound of Solidarity: Canteen’s Bandanna Day Reignited on its 40th Year, Canteen
Wavemaker, YSL Beauty Loveshine: Love Game, L’Oréal
Wavemaker, Seat Belters: Remixing Road Safety, Allianz
Best Use of Creators / Influencers – Sponsored by Meta
EssenceMediacom, Badge vs Buttons, Queensland Police Services – Recruitment
Best Use of Events and Experiential
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
Best Use of Outdoor – Sponsored by OMA
Move Clemenger BBDO, Lifeblood Blood Supply, Australian Red Cross Lifeblood
Mindshare, Bowled Out! How IKEA Won Australia’s Summer of Cricket, IKEA
Mindshare, Hero the Bits Beyond the Pits, Unilever
Best Use of Retailer Owned Media
EssenceMediacom, Dine Cat Decoder, Mars
Uber Advertising, Grab & Go, BWS
Best Use of Screens
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
Best Use of Search
Avenue C, When Infrastructure Meets Intelligence, Kitchen Aid
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
Best Use of Social
EssenceMediacom, Democracy Sauce, Mars
OMD, Reaction Time: Turning Social Media into a Road Safety Tool, NSW Government
PEOPLE, PLANET & CULTURE
Agency Talent & Culture (<100)
Avenue C
Match & Wood
PMG
This Is Flow Agency
Talent & Culture (>100)
Sparro x BrainLabs WPP Media
Zenith Media
Pro Bono/Cause Marketing Incentive (In recognition of Pam Lane)
Avenue C, Show We Care, MND Australia
dentsu, A Better 10th Birthday, Raise the Age NSW
The 2026 MFA Awards sponsors are:
Grand Prix: Seven Platinum: Meta, Reddit, SBS
Gold: Ad Standards, Google, News Australia, Nine, OMA, OzTAM, Pinterest, Uber Advertising
Silver: Cairns Crocodiles, CRA, Foxtel Media, Nielsen
