MFA launches digital training program, is mandatory for new agency staff

The program is the first of its kind in the Australian media agency industry

The Media Federation of Australia (MFA) has announced the launch of a new, industry-recognised digital training program, the MFA Digital Foundations Certification Program.

MORE: MFA announces winners in 18th annual awards

The program is the first of its kind in the Australian media agency industry to set a standardised benchmark for basic digital media proficiency, and will be rolled out across all MFA member agencies. It will ensure that all members have a clear understanding of the digital landscape, including its language and terminology, the planning and trading models, and the evaluation and measurement metrics of the key channels, and will provide media agencies with the assurance of proof of foundation digital knowledge.

“We’re thrilled to be launching this program to market,” said Sophie Madden, CEO of the MFA. “With so many new graduates entering the industry every year coupled with the rapid pace of change in this sector, setting an industry standard for basic digital proficiency is essential. All our member agencies agree, and have committed to make this a mandatory requirement for all staff with less than 12 months’ experience. As a result, they’ll now have the assurance that everyone is fully equipped to handle the next stage of digital media growth.”

There will be two parts to the program: Certificate I will focus on Paid Digital Media and Certificate II (due for launch in 2017) will look at Owned and Earned Digital Media. The program will be led by experts in the field, with course content refreshed every six months to ensure that it’s up to date with the latest industry trends.

Participants will receive professional certification as evidence of their knowledge upon successful completion of a rigorous two-hour exam. The program is open to all MFA member agency staff, but will be a mandatory requirement for all staff with less than 12 months’ experience.

The first exam will be held in Sydney, Melbourne and Brisbane in March 2017.

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