The 2024 B&T Awards celebrated the remarkable innovation, resilience, and commitment driving Australia’s top agencies. This year’s winners showcased not only exceptional creativity but also a deep commitment to social impact, inclusivity, and sustainability.
From Man of Many’s trailblazing carbon-neutral operations to M&C Saatchi’s youth-led UNCLOUD campaign addressing the vaping crisis, and Eleven’s groundbreaking inclusivity initiative with Mastercard, these agencies are reshaping industry standards.
But don’t just take our word for it, lets dive into the stories behind these award-winning campaigns and speak to the visionaries at BMF, EssenceMediacom, Howatson+Company, Born, Bullfrog, and Akcelo to uncover how they’re leading change and redefining success in an evolving industry.
Check out the full list of winners here.
B&T Award For The Planet – Man of Many
Man of Many is a 100 per cent carbon-neutral digital publisher certified by Climate Active. It goes beyond basic carbon offsetting by actively reducing emissions through energy-efficient practices, a transition to renewable energy, and minimised business travel. With a goal to cut emissions by 30 per cent by 2027 and reach net-zero by 2030, the company promotes sustainability in its operations with extensive recycling protocols and employee training on eco-friendly practices.
Additionally, Man of Many prioritises partnerships with sustainable suppliers, influencing both its environmental impact and industry standards. This commitment resonates with its audience, with over 80 per cent of readers adopting more sustainable lifestyles and most willing to pay more for eco-conscious brands.
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B&T Award For Bravery – M&C Saatchi
The Minderoo Foundation’s “UNCLOUD” campaign, crafted by M&C Saatchi, tackled Australia’s youth vaping crisis with a unique approach: empowering young people affected by vaping addiction to create their own “warning labels” based on anti-cigarette packaging.
Rather than relying on typical health warnings, UNCLOUD used authentic, youth-led messaging shared on UNCLOUD.ORG and platforms popular among teens, like TikTok and video games. This resonated strongly, generating 270 million media impressions and motivating 54 per cent of viewers to consider quitting vaping within three months.
The campaign’s success led the Victorian State Government to adopt its framework, proving that genuine, peer-to-peer communication can drive real change, even on a modest budget.
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B&T Award For Diversity – Eleven
Mastercard’s “The Wheelchair Ballkid” campaign for the Australian Open broke new ground by enabling children with disabilities to become ball kids, a role previously inaccessible to those in wheelchairs. Partnering with experts in technology, accessibility, and tennis, Mastercard developed assistive technology that allowed junior wheelchair tennis champion Sonny Rennison to navigate the court and collect balls, culminating in his role as a ball kid at the Kooyong Classic.
The campaign reached 500 million people, significantly boosted positive sentiment by 87 per cent, and garnered the highest share of voice among Australian Open sponsors, showcasing how inclusivity can enhance brand perception while advancing equality.
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People & Culture (More than 100 employees) – BMF
BMF’s culture revolves around three core values—Cheeky, Gutsy, and Humble—that shape every aspect of its operations, from employee recognition to training. These values are reinforced through BRAVO, a gamified platform that connects and celebrates staff. BMF has heavily invested in its team, providing hundreds of hours in internal and external training, and prioritizes diversity and inclusion through initiatives like a diversity index, menopause leave, and a ‘shiftinternship’ partnership with D&AD.
With career support through flexible work policies, career trackers, and return-to-work programs, BMF fosters a strong, supportive culture, leading to high employee retention, with an average tenure of four years and eight years for senior leaders.
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Media Agency – EssenceMediacom
Established in January 2023, EssenceMediacom, led by CEO Pippa Berlocher, has swiftly made a mark in the media industry by merging MediaCom’s media expertise with Essence’s digital and data capabilities. As Australia’s second-largest media agency with over 500 employees, it handles approximately $1 billion in media billings and has outpaced industry growth while maintaining a churn rate below half the industry average.
Despite the complexities of merging two companies, EssenceMediacom revamped its executive team, processes, and strategies to align with its vision as the “Breakthrough Agency.” The agency’s standout work includes impactful campaigns, like a safety-focused newspaper with The Betoota Advocate, a FIFA Women’s World Cup collaboration with Adidas and The Brag Media, and positioning Google Pixel as the official camera of the Australian Open.
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Ad Agency – Howatson+Company
Howatson+Company, though only four years old, has quickly established itself as a leading force in Australian advertising. In 2024, the agency’s rapid growth saw it acquire 17 new clients, including prominent names like ABC, Dan Murphy’s, and Microsoft, contributing to a nearly 50 per cent revenue increase. This success enabled them to expand their team by 38 people and move to a larger office in Surry Hills.
Known for its bold, high-quality work, the agency has delivered standout campaigns like “I’m Dying Inside” for Modibodi, “Touch” for Mastercard, and “Always Free, Always Entertaining” for ABC. With only limited space for future hires, Howatson+Company continues to thrive, delivering consistently exceptional and innovative work that sets it apart in the industry.
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Emerging Agency – Born
In under two years, Born, founded by Jenny Lennon and David Coupland, has transformed from operating out of a library with cold emails to a dedicated office in Sydney’s Surry Hills, now housing a team of seven. During the judging period, Born’s revenue nearly tripled, fueled by major client wins with challenger brands like Bare Funerals, for which it produced its first TV commercial and innovative out-of-home campaigns.
The agency also strengthened its work with Unity Bank, WikiCamps, Spring Bay Mill, and others, with standout projects such as Flight Club’s witty campaign and a high-impact series for G’Day Parks featuring Robert Irwin. Its campaign for Butter insurance spiked revenue six-fold, establishing Born as a nimble, results-driven agency that balances impressive creative work with a culture where employees finish by 5 p.m.
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Vic Agency – Bullfrog
Founded in 2020, Bullfrog has rapidly evolved, distinguishing itself with an innovative advisor/agency model where clients benefit from dual senior-level guidance, including a partner-level strategic lead and an agency lead who operate as a “coordinated hit squad.”
This model, paired with Habitat—a coalition of partner businesses focused on shared goals—enables Bullfrog to deliver specialized expertise and efficient, cohesive solutions, positioning it as a pioneer in the agency village model. Led by ECD Elle Bullen, Bullfrog’s work, like the Epijoint brand for Interpath, exemplifies its commitment to honest, impactful marketing, with products selling out in weeks.
The agency’s progressive culture also sets it apart, offering transparency, gender-neutral family policies, and flexible work arrangements, including Tadpole Days for parents. Bullfrog’s unique approach to both client relations and workplace culture has solidified its reputation as an inventive and people-centered agency.
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Agency Of The Year – Akcelo
Akcelo, winner of the 2024 B&T Awards Grand Prix, is redefining agency success with its focus on brand experience services that cater to digital, experiential, and physical interactions. Serving major clients like McDonald’s, TikTok, Gatorade, and PepsiCo, Akcelo’s work spans comprehensive campaigns, including McDonald’s Monopoly’s transformation into an annual sales powerhouse and Gatorade’s end-to-end brand experience.
Operating with a “follow-the-sun” model across its global offices, Akcelo delivers projects at impressive speed while maintaining quality, allowing for near-round-the-clock client service.
Despite a team of only 130, Akcelo’s innovative approach enables it to reach 26 countries, foster a balanced work culture with a 50:50 gender split in leadership, industry-leading parental leave, and carbon neutrality. By aligning with shifting market demands, Akcelo is setting new standards for modern agency work.
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