Small Agency of the Year

Poem

Over the past decade, Poem has evolved from a PR agency focused on ‘earning media’ into a channel-agnostic creative agency built around earning attention for ambitious brands. The shift reflects a changing media landscape and a belief that cultural relevance and commercial outcomes must work hand in hand.

As an independent agency, Poem has been able to move quickly and work beyond silos. It formally integrated creative capabilities, including Creative Direction (Tom Manning) and Executive Strategy (Alex Sol Watts), and invested in a six-person creative and creator production team to deliver both brand impact and measurable results.

The repositioning from ‘earning media’ to ‘earning attention’ has supported larger, integrated briefs and led to the launch of Poem Resonate, expanding into earned-first B2B and corporate communications.

During the judging period, the agency won new business from Uber, Amazon, McCain, Roborock, Google, Blackmores, El Jannah, Glow Lab and Nespresso, while maintaining long-standing partnerships with PlayStation (seven years), NSW Government (nine years) and Tourism Australia (three-plus years).

“Small, mighty, agile and finding the perfect intersection of culture and attention,” the judges noted.

Best Use of Data in Campaign Planning

Presented by Blis

Escape Your Pricey Telco (Avenue C)

amaysim has long been positioned as a formidable value player in telco. Having grown to become Australia’s fourth-largest telco, the brief was to redefine value in commercial terms.

Analysis across Roy Morgan, Nielsen and YouGov highlighted strong loyalty to the big three telcos. Internal data revealed the opportunity: customers switching from one of these was worth three times more than the average customer, choosing higher-value plans and staying five times longer. Ongoing price rises emerged as the key trigger.

This insight shaped Escape Your Pricey Telco, a campaign timed to coincide with bill shock. With limited budget, precision targeting was prioritised. Connected TV activity reached specific NBN households, broadcast placements focused on high-index sport, social targeted telco-affiliated users, and out-of-home was concentrated around competitor retail locations. An AI-assisted TVC reduced production costs, freeing funds for media.

The campaign delivered amaysim’s strongest sales month on record, a 120% ROI and a 19% increase in unaided awareness in a highly concentrated market.

“This campaign had cultural impact, turning heads across the industry and sparking conversations about creativity at the speed of culture,” the judges said.

Best Use of Content

The ad that could only be seen on SBS
(Droga5 ANZ, part of Accenture Song)

Fifty years on, SBS has evolved into a multi-platform network spanning news, sport, film and drama, while continuing to champion multicultural and Indigenous voices. The challenge was perception: despite its breadth, SBS was still widely viewed as serious and niche, ranking 11th in national consideration in a market crowded with larger, better-funded competitors.

To shift perception, the strategy focused on what no other broadcaster could claim — its willingness to “go there”, particularly through subtitled and culturally diverse content others wouldn’t platform. The new positioning, We Go There, aimed to demonstrate that distinction rather than simply state it.

The campaign centred on a deliberately provocative film featuring a cheeky Aussie streaker moving through scenes inspired by SBS’s most boundary-pushing programming — from confronting journalism to explicit foreign-language drama. Featuring recognisable SBS talent, the work broke from traditional network promos, leaning into humour and surprise to reflect the brand’s daring spirit.

In keeping with the idea, the uncensored version aired only on SBS channels and SBS On Demand after 8.30pm. The placement reinforced the message: SBS is the platform willing to show content — in any language — that others won’t.

“It transformed the client’s context into a bold, original film with a unique channel play that delivered impact,” the judges said.

Regional Media Campaign of the Year

Presented by ACM

Us Without Abuse (Longreach Media)

In the Kimberley, local services wanted a campaign to shift behaviour, support victims and raise community awareness around rising rates of abuse. The focus was on people at risk of offending, while embedding the message that Us is better without abuse and signposting services.

The strategy made the message unavoidable and local, using TV (GWN7, SBS NITV), BVOD, YouTube, radio, out-of-home (Aboriginal Health Television, Broome Airport), press and social/short-form video. P!nk’s What About Us soundtrack strengthened emotional impact, while repeated exposure in trusted spaces built trust and receptivity.

The campaign delivered measurable results: WA Police data showed incident rates fell year-on-year for the first time in five years, with a 5.2% drop in the post-launch window and month-on-month reductions peaking at −14.1%. Culturally grounded placements and messaging ensured relevance and trust. Following success, the campaign relaunched in July 2026 to extend its impact and attract further local support.

The judges noted that the campaign achieved “significant results for a tough subject matter, generating cut–through content while driving awareness”.

Independent Agency of the Year

Presented by Reddit

Howatson+Company

Howatson+Company delivered a breakout year defined by strong commercial growth and deep investment in its people, with independence enabling the agency to prioritise talent, culture and capability. Across 2024–25, the business launched AI studio Plus Also Studios, welcomed 26 new clients, delivered more than 800 campaigns and recorded 28% revenue growth.

Standout work included Triple J Regenerated for Triple J, ‘Appeal Appeal’ for UNICEF, ‘Know What We Know’ for Domain, ‘Puppies and Kittens’ for Petbarn and the repositioning of Myer. The agency’s philosophy centres on what it describes as “caring fiercely”, with a commitment to leave its people, industry and the wider world better than it found them.

That approach translated into tangible career progression, with 2% of revenue invested in learning and development, mandatory bias and inclusion training, HBDI profiling for all new starters and 25 promotions in 12 months, 75% of which were awarded to women.

In awarding the win, the judges said: “In a highly competitive, neck-to-neck category, the differentiator was a strong focus on people and workplace development, alongside impressive business growth.”

Game Changer Award

Presented by Perion Network

36 Months (FINCH & Supermassive)

36 Months is a landmark advocacy campaign that successfully pushed Australia to become the first country in the world to raise the minimum social media age from 13 to 16. Founded by Michael “Wippa” Wipfli and filmmaker Rob Galluzzo, it aimed to give young people more time to develop identity, resilience and self-worth offline.

The campaign mobilised parents, educators, medical experts and policymakers through a national petition with 138,000 signatures, high-profile radio and media appearances, emotional storytelling and a clear, actionable policy ask. Its simple, provocative message—Give kids time to get to know themselves before the rest of the world does—cut through the noise and built cultural momentum.

The results were unprecedented. Australia became the first country to legislate a higher social media age in November 2024, supported by 77% of Australians and 91% of Gen Z. Founders Wippa and Galluzzo joined the Prime Minister at the UN General Assembly in September 2025 to advise on similar reforms globally. 36 Months redefined advocacy, disrupted tech’s cultural dominance, and gave millions of children what they most deserve: time to grow before the world sees them.

Judges said: “This is Australia leading the world in a landmark campaign driving legislative change within the industry and broader society.”

Digital Agency of the Year

Presented by Integral Ad Science

Digitas

2025 was a reset year for Digitas, delivering results across growth, client retention and new business. The agency achieved +18.2% revenue growth, 8X profit growth, 100% client retention, 10 new business wins and $21M in new contract value, with wins including McDonald’s, NZ Government, ALDI, Total Tools, Accor, Visa, Exetel, and Contiki. Scope increased for 90% of the top 10 clients, including McDonald’s, Toyota, Metcash, and BSR.

At the core of this success was the understanding that sustainable brands cannot separate CX, CRM, and commerce. To meet this challenge, Digitas united commerce powerhouse Balance with CX & CRM experts to form a Connected Experience agency built for the new reality of marketing.

Under CEO Davy Rennie, the refreshed leadership team included promotions and new hires across intelligence, delivery, operations, strategy, people & culture and client management. Representing six nationalities and 60% female, the team is united around one mandate: innovating better outcomes for people and clients.

“The agency’s strong business metrics and reimagined business model gave it the winning edge, coupled with solid retention rates and growth numbers,” the judges said.

Small Budget Media Campaign
(less than $500,000)

Kitchen Warehouse: Mum-nipulate The Algorithm (Hatched and Special)

Kitchen Warehouse’s Mum-nipulate the Algorithm campaign gave mums control of the algorithm, letting them choose the gifts they actually wanted for Mother’s Day. In turn, their families were targeted with hyper-specific ads showing exactly what to buy, creating the retailer’s best-performing Mother’s Day campaign yet.

The idea grew from a simple truth: many mums get gifts they don’t want. Mums opted in by clicking, scanning, or tapping their preferred gifts, while sharing unbranded animal videos with their families. Hidden cookies and device ID tracking then delivered personalised ads with a cheeky message that “a mum had ‘mum-nipulated’ their algorithm.”

The campaign combined digital display, social, out-of-home and print, with precise targeting ensuring media only reached families of interested mums. Its transparent, tongue-in-cheek tone made it feel playful, useful, and disruptive, cutting through the clutter of typical Mother’s Day campaigns.

The results delivered 19.3% yoy sales growth with 224, 146 mums engaged. “This was an insight-led campaign that was well executed and delivered incredible results.”

PR Agency of the Year

Havas Red

Havas Red is an 80+ strong team across Sydney, Melbourne, Brisbane and remotely in Hobart and Perth, purpose-built for the new world of earned media. The agency blends PR, social, content, influencer and experiential expertise to deliver impact with a national footprint.

Redsters span six decades in age, with 73% female representation, including five of seven ELT members, and retention at 86%, the highest since pre-pandemic. This year saw 19 promotions, including two new Managing Partners, alongside several specialist hires, with no redundancies.

Investment in growth is central. The Red Academy provides monthly upskilling in both the Merged Media Model and soft skills, complemented by $50,000 in elite international training programs across the UK, Spain, Portugal, and Singapore. Staff mobility and recognition are prioritised through global working opportunities, awards support and staff famils.

“The submission reflects a mature, high-performing agency with disciplined financial management and sustained revenue growth,” judges said.

Social Media Campaign of the Year

Lamb. The Ultimate Social Device
(Droga5 ANZ, part of Accenture Song)

Australian Lamb has a long history of iconic campaigns centred on unity, but its consumer base was ageing: over-60s bought four times more lamb than under-35s, who didn’t see it as culturally relevant. With no control over pricing, supply, or production, Meat & Livestock Australia needed a communication-first approach to grow affinity and sales among younger Australians despite category competition. The brief was clear: make lamb famous with under-35s, increase consideration and affinity and drive short-term sales growth.

Research revealed a paradox: 87% of under-35s wanted real-life connections more than ever, yet 48% spent more time socialising online than in person. The insight shaped the strategic idea: reposition lamb as the ultimate social device, showing the value of connecting over a meal rather than a screen.

The campaign mirrored a smartphone launch, with a parody online film, unboxing content, and bite-sized social edits designed for shareability. Launch timing coincided with major smartphone releases to land in feeds when attention was highest.

Results exceeded expectations. Under-35s bought 39% more lamb than the previous year, while the hero film achieved 16.4 million views. “The clever use of social media set this apart in a high-calibre field,” judges said.

Best Transformation Strategy

IPG Mediabrands Australia

IPG Mediabrands Australia has led a quiet but radical digital transformation of its media agency operations. Facing an industry paradox of fragmented, manual processes, the agency embarked on Project Darwin, a program to automate workflows, integrate AI and RPA and redesign its operating model from the ground up. The goal was to free employees from repetitive tasks, improve accuracy and enhance the value delivered to clients.

The transformation encompassed six key pillars: unifying siloed teams under digitised end-to-end workflows, implementing eight proprietary RPA solutions, launching the Interact AI platform for real-time collaboration, digitising client-agency workflows via customised ASANA templates, embedding robotic code into standardised media plans and establishing an offshore task-based support platform. Together, these changes automated over 80% of campaign workflows, reduced manual data entry and created a single source of truth for operations.

The impact has been measurable. Project Darwin eliminated 235,478 manual tasks, saving more than 161,000 hours of staff time, equivalent to 100 full-time roles, while reducing account queries by 42%. Automation savings exceeded $10 million in FTE value, while employee surveys reported improved work-life balance and skills growth opportunities.

Judges said, “This digital transformation not only had a measurable impact on business outcomes but the employee experience.”

Media Campaign of the Year

Presented by Magnite

BYD: Challenger to Champion (Yango)

BYD’s entry into Australia was more than a car launch; it broke ground for China-based automotive brands. The “Challenger to Champion” campaign combined audience insights with a creative media strategy to convert sceptics into buyers. Focusing on experience over hype, the campaign leveraged tech-savvy early adopters to showcase the cars’ quality and generate authentic advocacy.

The campaign ran in three phases: targeting early adopters with search, social and display ads; creating urgency with “The World’s Biggest Test Drive” across premium automotive sites; and embedding BYD into Australian culture via TV, radio, OOH and guerrilla placements at major events like the NRL State of Origin and Australian Open. Each phase reinforced visibility, credibility and engagement, connecting media strategy to business goals.

BYD rose from 17th to 5th in market share, selling 37,086 vehicles and generating over 1,400 test drives in a single day. Brand awareness jumped 17 points, consideration rose 6 points, and perceptions of safety, quality, and trust all improved. Achieved with just 0.7% of the auto category’s ad spend, the campaign turned a challenger into a contender.

“It was well-executed with a smart strategy, clear narrative and exceptional results on a limited budget,” judges said.

Marketing Team of the Year

Presented by Boomtown

Bonds

The Bonds marketing team is focused on keeping an Aussie icon culturally loved at home while growing it globally. In 2025, their objectives were to launch Bonds in the competitive US market, strengthen domestic leadership as Australia’s top underwear brand and deliver measurable results. A 30-person team across Melbourne and Bangkok worked closely with agency partners, embedding collaboration, accountability and efficiency into every campaign.

The US launch generated 9 billion earned media impressions in the first 24 hours, $83.4 million in earned media value and trended #2 globally on TikTok launch weekend, with early awareness reaching 2% and brand appeal 69% among exposed audiences. In Australia, campaigns like As Worn by Us, the anti-chafing Chafe Off initiative and the Bonds Flying Roos partnership with SailGP drove sustained brand growth, record-breaking men’s underwear sales and +10% e-commerce growth despite a challenging retail environment.

Close collaboration with agency partners and quarterly reviews ensured campaigns were culturally relevant, performance-driven and delivered measurable impact, supporting both domestic and international growth.

“They delivered a stand-out year by balancing bold global ambition with deep local relevance,” judges said.

Best Influencer Campaign

The KitKat Break Chair (OpenMind/VML/Eleven)

KitKat’s “Break Chair” campaign targeted Gen Z gamers, a group sceptical of traditional advertising and prone to marathon livestreams. Research showed that while gamers know breaks are important, long sessions often went hours without one. KitKat transformed the “empty chair” moment—when streamers step away—into a branded opportunity, making breaks visible and engaging within livestreams.

The campaign partnered with creators including Loserfruit, who revealed a KitKat-branded “Break Chair” during breaks. Viewers scanned QR codes to take a three-minute break and unlock rewards like limited-edition KitKats or autographed gaming chairs. Twitch was the primary channel, supported by Meta and TikTok, ensuring reach and cultural relevance. By focusing on the break rather than the game, the campaign turned a passive moment into active engagement that felt like an insider discovery.

The campaign delivered a 4.41 ROI and generated 2.7 million earned media impressions. Influencers ensured KitKat became part of the conversation, not an interruption, embedding the brand authentically into Gen Z gaming culture.

“In a fiercely debated session, what set this apart was the indispensable role of the influencer, branded assets and channel strategy to drive a measurable impact,” judges said.

AdNews Effectiveness Award

Presented by StackAdapt

Got You Looking (Dentsu Creative)

‘Got You Looking’ is The Iconic’s long-term platform to rebuild brand distinctiveness after a period of declining awareness and engagement. Insights revealed that online shopping had become tiring and the key to standing out was to be noticed first, making the experience enjoyable and memorable.

The fully-integrated campaign used humour, surprise and colour across digital, OOH, cinema and social to tackle the challenge. Immersive banner ads featured real customers, a multi-day Treasure Hunt drove hype and visitation, as partnerships with Uber, AusPost and 3D OOH reinforced speed and convenience. Inclusivity was highlighted through the Dylan Alcott Foundation’s Shift 20 Initiative, while the app was embedded as a central character to encourage downloads and engagement.

Results were strong across brand, behaviour and commercial metrics. Unprompted awareness grew significantly, visitation +39%, conversion +69% and purchases +77%. App downloads reached 271,200 with 71% monthly active users. NMV grew +6.6%, revenue +3.2%, gross margin +3.3pp, ABV +4.88% and CLV +5.7%.

In their assessment, judges praised the entry for hitting each criteria point. “It’s a vibrant, well-executed campaign with strong results.”

Social Responsibility / Pro Bono

Deep Rising: The Campaign That Protected the Planet From a Hidden Invasion (Emotive)

Deep Rising set out to stop deep-sea mining before it began. Licences were being granted across an area the size of India, despite the seabed being legally defined as the “common heritage of humankind.” With most International Seabed Authority member states leaning toward extraction, the threat was real but largely invisible. The brief from filmmaker Matthieu Rytz: use the documentary to mobilise public pressure and influence policy.

The strategy worked at two levels: mass participation and political intervention. “Don’t Mine What’s Mine” reframed the seabed as personal ownership, dividing the threatened zone into 8.17 billion GPS coordinates so individuals could claim a plot and receive an NFT Birthright Certificate. The platform streamed the film, exposed regulatory conflicts and reached audiences in 90 languages. Distribution across major streaming platforms was supported by a global digital protest and direct diplomatic engagement, including a speech delivered to the International Seabed Authority by President Whipps of Palau, written with the campaign team.

The impact was tangible. Six nations shifted their stance, pushing opposition beyond the legal threshold required to trigger international action and building momentum toward a moratorium now backed by 38 countries. The campaign reached nearly 60 million people, drove 10,000 coordinate claims, and significantly increased digital engagement.

Judges said: “This was an excellent fusion of creativity and activism.”

Sales Team of the Year

SCA National Sales Team

FY25 was a year of disruption for Australia’s audio industry, unfolding under the shadow of takeover activity and wider market volatility. Southern Cross Austereo’s national sales team did more than navigate the pressure — it drove category growth. SCA delivered 87 percent of total market growth, contributing $15.8 million of the $18.2 million increase and expanding the medium, not just its own share.

Clear objectives underpinned performance: outgrow the category, rebuild the sales model around measurable full-funnel outcomes and lead with proof. An eight-year meta-analysis of nearly 700 brand lift studies was embedded into planning and trading, shifting conversations from spots to outcomes. Investment in Australian-first adtech saw more than 70 percent of briefs use SCA tools, supporting stronger optimisation and accountability. The result was 12 consecutive months as the number one total audio provider, with SCA outperforming both metro and digital markets.

Despite declining commercial listening, SCA grew metro revenue share by 1.1 points, adding $7.3 million. Brief conversion increased 18 percent year on year, with the team now winning two-thirds of briefs. In a contracting market, SCA set a new benchmark for how audio is sold and measured.

“There’s a lot of hustle in the team, stepping up during significant change and challenge for the audio industry in Australia.”

Brand Partnership Award

Ford Hoop Dreams (Mindshare)

Ford faced a perfect storm in the Australian automotive market: rising EV competition, supply chain delays of up to nine months and Toyota locking in Olympic sponsorship with a budget three times larger. Rather than compete head-on during a peak national moment, Ford identified a cultural shift — families wanted to participate in sport, not just watch it. With grassroots basketball booming but infrastructure lagging, Ford saw an opportunity to connect with communities in a more meaningful way.

“Hoop Dreams” was built as a national partnership with Basketball Australia, turning Ford’s dealer network into a community growth engine. Dealers invested $8 million into 176 local basketball communities, funding clubs and expanding grassroots participation. Ford re-engineered its Ranger into a mobile “Ranger Hoop”, bringing basketball to underserved areas and breaking traditional automotive marketing rules. Multi-year partnerships across men’s, women’s and wheelchair basketball reinforced long-term commitment, while Olympic-aligned content, social and digital activations extended reach beyond broadcast.

The impact was commercial and cultural. Ranger sales eclipsed Toyota Hilux by 26 percent, securing its position as Australia’s best-selling 4x4 despite significantly lower spend.

“This is a great example of aligning your product with a popular grassroots sport with good evidence of business impact,” judges said.

Best use of AI and Technology

Presented by Snapchat

Plus Also Studios x Endeavour Group (Plus Also Studios)

Endeavour Group wanted to evolve its content production into a more agile, scalable model that better served its brands and teams. Plus Also Studios designed and launched, within three months, an Australian-first creative technology platform that shifted delivery from volume-based outputs to a performance-driven innovation loop, combining strategic, creative, and tech talent in a single, integrated solution.

At the core was Plus Also Rollout, a proprietary platform integrating with Figma, Adobe and DAM systems to generate data-driven creative variations at scale. Custom tools transformed key workflows: Dan Murphy’s 45-page catalogue production time reduced by 66 percent, BWS product layout time cut by 91 percent through AI-powered Smart Layouts, and a drag-and-drop eDM builder halved development time across BWS and Langtons.

The results were transformative. Within 18 months, Endeavour achieved a 50 percent cost reduction and reduced reliance on traditional production skillsets by 70 percent. Manual effort was redirected to higher-value strategic roles, creating a centralised content-at-scale solution that delivered more output, faster and at lower cost — positioning content production as a driver of commercial growth.

“The submission reflected forward-thinking efficiency, reinvestment and adaptability to future industry needs.”

Employer of the Year (headcount over 75)

Howatson+Company

In FY25, Howatson+Company focused on professional development and career progression.

Twenty team members were promoted and 59 received salary increases, while nearly 70% of staff reported having someone at work who actively supports their growth. Training included technical skill-building, leadership programs, creative workshops and Mental Health First Aid, equipping employees to deliver high-quality work and advance professionally.

Flexibility, equity, and inclusion were priorities. Sixty percent of promotions went to women, who now represent 53% of the upper salary quartile and 63% of the executive team. The gender pay gap narrowed to 7.4%, with parental leave policies covering one year of superannuation and gender-neutral fertility, adoption and surrogacy benefits. Reconciliation Australia–endorsed pathways also support Aboriginal and Torres Strait Islander employees.

Surveys show 90% of staff feel supported, 92% rate their teams’ work highly and eight out of ten report workplace happiness. “This employer stood out as a progressive and people-focussed agency,” judges said.

Employer of the Year (headcount under 75)

Equality Media + Marketing

Equality Media + Marketing is structured around its people, recognising that employee performance drives organisational success. Recruitment targets potential and transferable skills, with 30% of hires in the past year from outside traditional media.

The ‘Equality Elevate’ internship provides a structured pathway for underrepresented talent, with 60% moving into full-time roles. All staff have Performance Development Plans, inclusive leadership training is mandatory for managers and regular knowledge-sharing sessions ensure continuous growth. Annual development investment exceeds $3,000 per employee, 30% above the national average.

Workforce wellbeing and flexibility are also embedded into operations. The four-day full-pay workweek, ‘Equality Time’, prioritises outcomes over hours, reducing burnout and improving efficiency. Meanwhile, equity is integrated into policy and leadership. Women comprise 84% of staff and hold 80% of leadership roles.

Judges said: “They not only stand for equality, it’s in their name.”