The 2026 MFA Awards finalists have been announced, showcasing the best in Australian media and marketing. This year's event marks a return to in-person judging, with a 120-strong panel of industry experts, including 50% client-side chief marketing officers, evaluating the entries. The finalists represent a diverse range of agencies, from independent boutiques to global networks, highlighting the depth of talent across the industry.
One standout entry is Rexona RIVALS: The New Playbook for Branded Entertainment by Mindshare & Motion Entertainment for Unilever. This campaign earned nominations in multiple categories, including Business Impact, Best Integrated Campaign, Best Use of Screens, and the Partnership Award. Another notable campaign is Lifeblood Blood Supply by Clemenger BBDO for the Australian Red Cross Lifeblood, which secured nominations for Behaviour Change, Best Integrated Campaign, and Best Use of Outdoor.
The judging panel praised the high standard of entries, with Catherine Rushton, Chief Strategic Officer at This is Flow and MFA Awards Co-Chair, noting the 'growing sophistication of media and its critical role in driving business outcomes'. Naysla Edwards, VP, Customer Marketing & Member Experience at American Express ANZ, echoed this sentiment, highlighting the 'exceptional media thinking, collaboration, and innovation' across the industry.
The finalists demonstrate the strength of Australia's media industry on a global stage, according to Sophie Madden, MFA CEO. The awards celebrate the creativity, strategy, data, and partnership that deliver outstanding results for clients while advancing the craft of media.
The gala dinner will reveal the prestigious MFA Awards Grand Prix, as well as the Hall of Fame inductee, Industry Contributor, and NGEN Award winners. Tickets are available via the MFA website, and the Mediaweek Morning Report provides daily updates on the most important media, marketing, and agency news.
In my opinion, the return to in-person judging has significantly elevated the quality of the finalists. The energy and debate among the judges have resulted in a field that truly represents the best in bold thinking, strategic excellence, and measurable impact. What makes this particularly fascinating is the diverse range of agencies and campaigns on display, showcasing the industry's ability to drive business outcomes through innovative and effective media strategies.
