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FROM OUR CHAIR

This industry has been a significant part of my life. I’ve been an active member of the MFA throughout my career and have proudly served on the Board for many years, so it was an honour to take the reins from Peter Horgan as Chair this year.

2025 has been a year of change for the MFA Board. We farewelled Chris O'Keefe, Fiona Johnston, Peter Horgan and Virginia Hyland – all of whom dedicated many years to advocating for our industry, our clients and our people, and helping to guide our collective progress. I’d also like to warmly welcome Sarah Keith, Anathea Ruys and Kristiaan Kroon, who joined the Board this year and are already making a valuable contribution.

Our industry is in for quite a ride over the coming years. Our business model is expanding into new areas, new deal structures are emerging, and our contractual relationships with clients are undergoing fundamental shifts. At the same time, scrutiny from clients, regulators and other stakeholders continues to intensify.

Now, more than ever, we must stay focused on the things that matter – ensuring our industry continues to thrive, evolve and be recognised for the value it delivers. That’s something we can only achieve when we work collectively, as part of the MFA, and it’s something I’m deeply committed to leading.

MFA members represent more than 90% of all media billings placed by agencies in Australia – from multinationals to local independents, large networks to emerging agencies across the country. We are a proudly supportive and progressive community, and I know that together we will continue to shape a dynamic, inclusive and resilient industry.

Mark Coad, CEO, IPG Mediabrands & MFA Chair

FROM OUR CEO

2025 was a year of action – building inclusivity, elevating sustainability and ensuring our industry is one where everyone can thrive.

We started strong in February with the Psychosocial Code of Conduct, a landmark framework for safer, healthier workplaces across the advertising supply chain. Developed with the AANA, ACA, IAB Australia, CRA, OMA, ThinkTV and industry consultants, it reflects our shared responsibility to prioritise psychosocial safety across agencies, advertisers, media owners and tech platforms.

Creating a more inclusive industry remained central. Through the DE&I Council’s Project Diverse with Roy Morgan, we’re helping agencies and advertisers better understand and represent the breadth of Australian audiences.

Sustainability stayed front and centre through our work with Ad Net Zero, marking the first anniversary of the Australian chapter and advancing efforts to standardise media carbon measurement.

We continued investing in people and capability, launching the new NGEN Mentor Program, refreshing MFA Digital and TV Foundations  e-learning, and preparing the upcoming MFA OOH Foundations course.

With the AANA and ACA, we helped form the Responsible AI in Marketing Council, releasing draft guidelines on the ethical use of AI – the first step in a broader cross-industry program.

September delivered our biggest events yet – the MFA Awards and MFA EX, uniting 2,500 media professionals and cementing MFA EX as the must-attend event for exploring media’s power to drive meaningful change. Planning for 2026 is already underway.

We close the year with the Media Workforce of the Future whitepaper and action plan – mapping key disruptors shaping our audiences, clients and people over the next five years and how to futureproof our industry.

Through it all, we’ve continued to champion our industry purpose: We Are The Changers – a rallying cry that celebrates the impact of our craft.