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“There were almost too many good people doing brilliant things – it feels quite hard not to reward everyone,” said Satin Reid, COO of EssenceMediacom UK, and co-chair of the judges for the second edition of the Media For All (MEFA) awards.

The awards, which are held in partnership with ±±¾©Èü³µpk10, recognise advertisers, media owners and individuals who champion diversity, equity and inclusion in their work.

More than 25 industry executives shortlisted nearly 50 entries across eight categories with the winners announced on 19 November in central London.

Judges co-chair Conrad Persons, the president of Grey, said the calibre of this year’s was “outstanding”, and added that the awards “put a spotlight on people who need to be recognised and championed. The MEFA awards encourage others who may be on the sidelines, who aren't doing as much as they might do around the inclusivity, to do more.”

Here are your 2024 winners of the MEFA awards:

Change-maker

Winner: Elizabeth Anyaegbuna, co-founder and CEO of 16x9media

MEFA said: “Elizabeth is a transformative leader in diversity, equity, inclusion and belonging (DEIB)” said the judges of the winner of this prestigious award, made to “any individual making significant impact”.

As president of Bloom UK, Anyaegbuna expanded DEIB membership and championed intersectionality and co-founded ‘Join Our Table’, which highlights Black women in marketing. As CEO of 16x9media, she advocates for underrepresented businesses. Her leadership extends globally, influencing organisations like the UN Women UK and the Conscious Advertising Network.

Highly commended: Shelina Janmohamed,  director of consumer equality of Ogilvy Consulting

Unsung Hero

Winner: Ayesha Jina,  media operations lead of Hearst UK

According to the judges, Ayesha Jina, a queer Muslim woman, is “a trailblazer in diversity and inclusion” at Hearst UK, whose “unwavering commitment makes her a true unsung hero of inclusion in the media industry”.

As co-lead of the Hearst Heritage Employee Resource Group, Jina has organised cultural events to foster belonging and mentored underrepresented individuals through the Media for All Mentorship programme. Highly commended: Matthew Chew,  Europe influencer media lead of EssenceMediacom

Highly commended: Thanh Catachanas,  head of collaboration and acquisition of JCDecaux UK

Highly commended: Matthew Chew, Europe influencer media lead, EssenceMediacom UK

Inclusive Media Planning & Buying

Winner: OMG UNITE, PHD and Amaliah for Sainbury’s, “It’s Not Ramadan Without…”

Following research that revealed many Muslim customers were unaware of Sainsbury’s product range, the retailer launched the “It’s Not Ramadan Without…” campaign to raise awareness and connect with Muslim shoppers. 

By collaborating with Muslim influencers and using community radio, Sainsbury’s reflected diverse food traditions during Ramadan, resulting in a 21% increase in sales and improved brand familiarity. “The campaign successfully enhanced cultural relevance and drove both sales and brand loyalty,” concluded the judges.

Highly commended: PHD UK for Baileys, “Delicious Descriptions”


DEI Champion

Winner: Shelley Bishton,  head of diversity, equity and inclusion of News UK

Shelley Bishton has, said the judges, “reshaped” News UK’s DEI efforts since 2018. They added: “Shelley’s partnerships with organisations like The Mobos and The Aziz Foundation have driven real change. Her DEI leadership fosters an inclusive workplace, with 84% of employees reporting they can be themselves at work.”

Highly commended: Avelon Thompson,  head of DEI of EssenceMediacom

Hammer

Winner: Serhat Ekinci, managing director of OMG Unite

The premise of this award is to recognise an individual who has “shattered the glass ceiling” and having received a highly commended mention last year, Serhat Ekinci has gone one better in 2024. 

“Serhat has revolutionised inclusive advertising at OMG, founding OMG UNITE to promote conscious inclusion across all campaigns," said the judges. “Recognised as a trailblazer, Serhat continues to set new DEIB standards and inspire with his resilience and inclusive leadership.”

His award-winning ‘UnderstandME’ campaign for NSPCC Childline increased trust and counselling requests from ethnic minorities. His leadership has resulted in 1000% revenue growth, expanded client base, and numerous awards. 

Creative Excellence 

Winner: Zenith UK for Vanish,  “Me, My Autism & I – how a big idea made purpose truly relevant”

Vanish’s campaign targeted the unique needs of autistic teens, particularly those relying on familiar clothes for comfort. Partnering with Channel 4, Vanish produced a powerful film about a young autistic girl’s attachment to her hoody, which won £1 million in media airtime. The campaign expanded to social media, TV, and a pop-up exhibition showcasing donated clothing from autistic teens. Vanish saw a 28% increase in media ROI and improved brand perception by 69%. “This campaign reasserted Vanish’s market leadership while raising awareness of clothes care for autistic individuals,” said the judges.

All in Champion

Winner: Digitas UK

This award recognises a company whose “work has led to measurable improvements, such as increased representation, improved inclusivity, and reduced barriers to progression for underrepresented groups”. 

“Digitas has made significant progress in diversity, equity, and inclusion through its Digitas Next strategy, partnering with organisations like Multiverse and Generation to offer apprenticeship pathways,” said the judges. 

The company introduced the AnonCV tool to reduce bias in recruitment and saw notable improvements, including a 13% employee turnover rate and 60% female representation in the C-suite. With 40% of entry-level recruits from Black and minority ethnic backgrounds, Digitas is also working to embed DEI into every project.

Highly commended: Omnicom Media Group

Highly commended: Talon

Business Transformation 

Winner: Sharon Lloyd Barnes, commercial director of Advertising Association

This category recognises individuals or initiatives that are helping to transform the industry and make it more diverse. The judges agreed that this year’s winner is “delivering work of immense importance to our industry, and her energy and dedication to the cause make her truly deserving of this award”.

Sharon Lloyd Barnes, commercial director at the Advertising Association, has led the All In ±±¾©Èü³µpk10 since 2020, driving the UK advertising industry toward greater inclusion. She launched the All In Census, gathering data on diversity and inclusion, which has shaped DEI strategies across over 120 businesses. Lloyd Barnes also launched the All In Action Plan, focusing on gender, ethnicity, and social background, and led the global WFA DEI Census. Her work continues to foster lasting cultural change, ensuring a more inclusive advertising industry and setting new standards for DEI.