Initiative Perth wins at 2023 MFA Awards

Initiative Perth took home metal at last week’s prestigious MFA Awards in Sydney, winning the Best Long-term Results award for Lotterywest, Ethical Econometrics. The award was one of 10 Awards won by Initiative Australia, believed to be the biggest awards haul in MFA Awards history for any one agency to achieve in a single year.

Initiative Perth’s Managing Director, David Burger said: “I am immensely proud of Perth’s team. The award is testament to the calibre of creative and strategical talent we have and as a result we are able produce world class work and continue to set the bar high for delivering the highest standard of work in our market.”

Steve Hare, Head of Client Services, Initiative Perth said “The Lotterywest campaign is a case study on how a brand can, and should, reconsider analytics and algorithms to drive long-term brand growth faster and, most importantly, more ethically.”

“Our challenge was to deliver ‘responsible gaming’ messaging while simultaneously growing the brand more ethically. This required a strong strategic approach that was bold given the category which worked in the long terms, delivering record WA contributions of $1bn+ over the past three years.

“I’d also love to thank the brave Lotterywest team who were behind our media strategy every step of the way and our incredible analytics team too…it is as much a win for them as it is for our team,” Hare concluded.

Jenny Cullen, Director, Marketing and Sales, Lotterywest: “Last financial year alone, thanks to our players and retailers, Lotterywest proudly returned $1 billion in grants and prizes to the Community. The application of the econometrics model to our marketing strategy supports our focus on ensuring safe and responsible growth of our lottery games, and therefore continued support for the WA community through our statutory and direct grants”.

Mel Fein, CEO, Initiative added: “I’d like to add my congratulations to Perth’s team and to Lotterywest. This award win delivers to our ambition to provide work that moves the needle for our clients.”

The MFA Awards celebrates and showcases the finest work across Australia’s media industry combining a unique mix of art and science, with technology and data as the powers that influence and make up Australia’s media landscape.