MFA YEAR IN REVIEW 2024

FROM OUR CHAIR

It’s been an incredible honour to serve as MFA Chair over the past decade, and I’m immensely proud of the strides we’ve made, especially in recent years, to shape a sustainable, respected, inclusive, and future-ready industry.

Looking back over key achievements, I’m inspired by how far we’ve come in strengthening our industry’s reputation, establishing robust support structures for our people, and enhancing collaboration with industry partners. Compared to 2014, we are now in a vastly stronger position across all these areas.

Among the achievements I’m especially proud of are delivering gender pay parity; expanding the MFA Board to include independent agency directors; growing an impactful e-Learning program; creating the Successful Agency Pitching Guide in partnership with the AANA; establishing the MFA Transparency Framework with best-practice transparency principles for agencies and clients; and launching the Advertising Industry Labour Agreement (AILA) visa program to address key skill shortages in Australian advertising.

This year’s key initiatives, including psychosocial safety and Ad Net Zero, set a powerful foundation for the future health of our industry, our people and our planet. This proactive, collaborative work underscores the MFA’s position as a trusted authority in media communications – something we can all be proud of.

As I step down as Chair, my passion for our industry remains as strong as ever, and I look forward to contributing in every way I can. Together, we’ll keep shaping a dynamic, resilient and inclusive industry.

Peter Horgan, CEO, Omnicom Media Group & MFA Chair

FROM OUR CEO

In 2024, we doubled down on a commitment to secure the long-term health of our industry through purposeful collaboration and transformation.

Embodying the spirit of We Are The Changers, our initiatives focused on meaningful change. Through bringing the industry together for MFA EX, the launch of the Australian chapter of Ad Net Zero and MFA People First – A Playbook for Leaders on Psychosocial Safety, we targeted change that extends beyond media agencies to the entire industry. Our goal with each of these projects is to build a sustainable and robust future.

This year marked the most collaborative period in my 12 years with the MFA. Leading the charge on issues like Ad Net Zero and psychosocial safety, the MFA has taken a proactive stance with far-reaching impact. I’m proud that we’re one of the few industries worldwide to have fully embraced the challenge of psychosocial safety, creating practical tools to ensure its effectiveness in the workplace.

Beyond our core community, we’ve expanded the MFA e-Learning program to reach clients, media owners and professionals from non-member agencies, underscoring our commitment to elevate the whole industry. Our work with OzTAM to support the VOZ trading currency transition, revamping the MFA Leadership Series for the MFA 5+ community, and celebrating the 25th anniversary of the MFA Awards illustrate the scale and scope of our work and reflect our dedication to driving progress across the board.

Of course, change takes time. The projects I’ve outlined here – about which you can read more throughout the pages of this report – are built for the future, not for quick wins. The impacts will shape our industry and society for years to come. This commitment is something we can all take pride in.

Finally, I would like to extend my heartfelt thanks to outgoing MFA Chair Peter Horgan for his exceptional leadership and the lasting positive impact he has made on our industry. It’s been a privilege to work alongside him, and his vision is embedded in so many of our achievements. Thank you, Horgs.

Sophie Madden, CEO, Media Federation of Australia

MFA EXISTS TO CHAMPION A DYNAMIC
& VALUED MEDIA INDUSTRY

NGEN, the industry’s largest learning and development program, offers training for early-career professionals from our members and media partners. Open to those with under five years of experience, NGEN builds peer networks, hones skills, and fosters strategic thinking.

Held twice a year in Sydney and Melbourne, the MFA Leadership Series unites current and emerging leaders for inspiring experiences. With thought-provoking keynote speakers from beyond the industry, attendees gain fresh perspectives on leadership, challenging them to think differently.

MFA e-Learning equips media professionals with essential skills and foundational knowledge for successful careers. Developed by industry experts, courses include MFA Digital Foundations, MFA TV Foundations, MFA How to Buy Television, and, newly launched in October 2024, VOZ as a Currency. Members also access the SBS Core Inclusion program.