Starcom wins MFA Grand Prix

Starcom MediaVest Group won the coveted Grand Prix at last night’s 12th annual Media Federation Awards (MFA) for a campaign encouraging people to adopt homeless dogs for Mars Petcare brand Pedigree.

The Pedigree Adoption Drive campaign saw 3,365 dogs adopted in two months and generated media value worth five times the initial investment. It also won awards for Best Media Innovation,  Best Integrated Media Campaign and helped Network Ten scoop the Partnership award along.

Mindshare also triumphed at last night’s awards with its branded content partnership to promote Land Rover’s Defender 90 vehicle launch winning awards for the Best Strategic Launch Campaign and in the Automotive category.

Bellamyhayden, set to merge with Naked Communications next month, won a trio of awards, including Best Use of A Large Budget for Pepsi Max. It also won in the Food & Grocery category and Clothing & Retail category for Macleans and Weight Watchers campaigns respectively.

Ikon Communications won in the Best Demonstration of Results category and the Finance category for Commonwealth Bank, while the agency’s Amanda Margariti won the NGen award.

OMD won the Best Long Term Evolving Campaign award for Johnson & Johnson Pacific, while MediaCom won awards for Best Use of A Small Budget and in the IT & Consumer Durables category.

PHD won awards for Best Use of Strategic Insight and in the Pro-Bono category.

Carat won in the Media & Entertainment category and ZenithOptimedia triumphed in the Beverages category.

See today's AdNews for the complete Media Federation Awards lift-out.

Story by Darren Davidson, AdNews.