OMD Create took home top honours at the Media Federation of Australia's 2024 MFA awards on Thursday evening, winning the Grand Prix for Telstra's 'Free Calls to Santa' campaign.

The campaign, created in partnership with OMD, fullstop.ai and Accenture Song's The Monkeys, took home three awards in total on the night, also recognised for innovation and best use of technology.

Other winners included campaigns for Google, KFC, L’Oréal, Goodman Fielder, ALDI, Sanofi, NRMA Insurance, and Black Dog Institute.

The MFA Awards are known for their rigorous judging process, with this year's panel consisting of almost 50% client CMOs. This ensures that the awarded campaigns are not only creative and innovative, but also effective in meeting business objectives.

Posthumously, Harold Mitchell was inducted into the MFA Hall of Fame, a testament to his significant contributions to the Australian media landscape. Meanwhile, Sophie Price, Chief Strategy Officer of Essence Mediacom, was recognised with the MFA Industry Contribution honour for her outstanding work and commitment to the industry.

MFA CEO, Sophie Madden, said: "Celebrating the 25th anniversary of the MFA Awards is an important milestone and a valuable reminder of our impact as an industry of Changers. The finalists and winners of the MFA Awards represent the very best of change-making media thinking and effectiveness, and set the bar high for the standard of work being produced by Australian media agencies."

Established in 1997, the MFA is a non-profit organisation representing over 90% of all media billings placed by media agencies in Australia. The MFA Awards, now in their 25th year, celebrate the impactful and effective work produced by media agencies across the country.