MFA Awards Judges: 'Smarter, Sharper Thinking'
INCYMI three MFA Awards Signature Judges spoke to Mi3 about the work that wowed them and why
The MFA Awards are the pre-eminent Awards program in the advertising media communications industry in Australia and have been for over 25 years. They highlight the value that the media agency industry contributes to clients’ businesses.
The MFA Awards Ceremony on 21 September will mark the announcement of winners across 24 categories covering the most effective and inspiring media activity. Get your tickets now to see the best demonstrations of industry’s purpose of We Are The Changers.
The Award winners have all been chosen by close to 150 judges. Take a listen to three of our Signature Judges, Jenni Dill, Sarah Sorrenson and Lisa Ronson praising the quality of entries in this year’s awards. They note the demonstration of sharp thinking, innovation, and effective collaboration, as part of a wide-ranging discussion on the Mi3 podcast.
Jenni Dill
Sarah Sorrenson
“It felt like everyone had to work a lot harder to get the results this year, so it felt like there had to be a bit smarter, sharper thinking,” said Dill, CMO at Arnott’s.
Sorrenson, who is Diageo’s Australian-based Global Head of Media, singled out collaboration as a key factor in delivering results. “One of the things I really noticed this time was the amount of partnerships between agencies, between brands and with publishers and the media. And really that collaboration, in my view, was a critical driver of breakthrough executions and impact,” she said.
Former Coles CMO Ronson, now Deakin Business School’s Adjunct Professor, said challenging economic conditions hadn’t dampened the appetite for risk, innovation and creativity. “We haven’t regressed which is probably a natural state with all of the uncertainty that’s going on in the world at the moment. Lineball is brave.”
For more insight into this year's MFA Awards entries and finalists, listen to the Mi3 podcast HERE