Last month, the Media Federation of Australia celebrated ideas, initiatives and industry successes at the MFA EX and the MFA Awards.
The conference saw over 2,500 professionals from all levels come together for the conferences in Sydney and Melbourne to be inspired by insights and new ideas on best practices, innovation, and people development.
This year saw discussions on industry hot topics, including the Great Industry Debate – AI vs. EQ, greenwashing and arriving at a personal Net Zero roadmap and stereotyping in media.
Sophie Madden, MFA CEO, spoke to Mediaweek about the success of MFA EX, celebrating the achievements at the Awards, and how the industry body is continuing to live out the purpose of “We Are The Changers.”
MFA EX Sydney
Inspiring professionals at MFA EX in Sydney and Melbourne
Madden shared that she was proud of the industry for embracing and embodying the MFA purpose of “We Are The Changers”, particularly at MFA EX in Sydney and Melbourne.
“The content on stage reflected that purpose in its thought leadership and in creating a rallying cry to all of us – from arriving at your own Net Zero Roadmap to understanding the brilliant media thinking behind One House, from learning about the important work of the Unstereotype Alliance to understanding media’s role in the upcoming referendum on the Voice to Parliament,” she said.
Madden noted that the sessions on stage demonstrated the industry’s opportunity to influence change for clients, society, the economy, agencies and their careers.
“To then see the real-life impact of our work showcased at the MFA Awards in the evening was truly inspiring. Not just in the finalists’ and winners’ work but also the individuals recognised for their contribution and positive impact on our industry,” she said.
MFA EX Melbourne
Reflecting on the success of MFA EX
MFA EX Sydney welcomed more than 1,600 attendees, while Melbourne saw over 800 people through the doors earlier this month.
Madden noted that the Inspiration X sessions attracted the audience’s attention.
“Inspiration X is pretty unique, with submissions invited from our industry’s future leaders who have less than 15 years of experience to showcase their ideas and insights to their industry peers. Those ideas inspire the media agency industry to be better – and all in just four minutes each,” she said.
Madden noted that they had received many submissions, and content curators had to choose just three for Sydney and three for Melbourne. She praised the selected speakers for delivering excellent presentations.
“Jennifer Lohan of Match & Wood, with just two years of experience in the industry, nailed the idea that the media industry should ‘Eat risk for breakfast’ and illustrated that thought with some brilliantly weird partnerships.
“Toby MacLachlan from Initiative advocated for a rewiring of AI for good, and Brad Szermerling from CHEP really gave the audience what they want (what they really, really want) with three lessons on managing people as evidenced by Ginger Spice leaving the Spice Girls! And that was just in Melbourne.
“Sydney’s Inspiration X speakers also brilliantly tackled topics including Ageism, creative problem solving, and improvisation in more entertaining and inspiring sessions from Elizabeth Gulliver of Mindshare, Sophie Gallagher of Slingshot, and Kate O’Loughlin & Leah Franco from Initiative.”
Rose Herceg
Madden also noted that it was a highlight to see many from the agency community – from newcomers to agency leaders – come together to be inspired and challenged to deliver even greater effectiveness.
For Madden, the success of the event came as a result of several factors. As a not-for-profit industry event, agency tickets were priced at a reasonable $49. She noted it was a deliberate choice by the Board to encourage all MFA member media agencies to close their doors for the day and allow everyone in the industry to connect, learn, be inspired and reminded of the exciting industry.
“The other thing that sets MFA EX apart is that all the on-stage content is developed by agencies, with a brief to provide new and provocative perspectives and ultimately influence and inspire new thinking and industry behaviours, driving an effectiveness culture in everything we do,” she added.
Madden noted that participants have left the event buzzing and filled with inspiration.
“We hope that each one of them understands a little more than they did the day before, how by working in media, our actions – be they big or small – make a difference, helping clients grow their businesses, changing behaviour in society, contributing to the economy, and helping our agencies flourish all in a fun and inclusive way.
Chris Colter and Sam Geer
Celebrating Initiative Australia and Belinda Rowe at the MFA Awards
Initiative Australia was a big winner at the Awards, winning ten awards – five of which were for the LEGO City Goes Nitro campaign.
Madden congratulated the agency for their wins and said: “The MFA Awards are about recognising the industry’s best work – work that works. Initiative has done well in this year’s Awards, and all credit to them.
“Their wins showcase creative media thinking which delivers effective results for their clients, and we look forward to seeing more entries like this from all agencies in the 2024 MFA Awards.”
Melissa Fein and the Initiative Australia team at the MFA Awards
The evening also saw the induction of Belinda Rowe into the MFA Hall of Fame.
Madden praised Rowe’s impact on the industry, calling her a “true Changer” and a worthy Hall of Fame inductee.
“Not only was she a trailblazer for Australian media agencies, really helping them get their deserved seat at the table and advocating for strong collaboration between agencies to ensure clients’ needs were met. Belinda was also a supportive mentor and developer of female leaders. At a time when not many women occupied positions of leadership in our field, Belinda showed the way,” she said.
Madden applauded Rowe for continuing to be a passionate advocate for moving the industry forward, particularly in her acceptance speech in which she challenged the industry to come together and work hard on diversity, inclusion, and equity.
“She reminded the audience that ‘the media industry has an extraordinary ability to embrace its responsibility for good, enabling the voices of communities and to bring together the talents and creativity to make it a sustainable future for all’,” Madden added.
Belinda Rowe
The year ahead for the MFA and outlook for 2024
Looking ahead, Madden said that there is still plenty more to do.
“We will continue to raise awareness of our industry purpose ‘We Are The Changers’ identifying Changers of the Week and sharing the lived experiences of our colleagues in order to educate the industry.
“We are working with the AANA and Ad Council on a follow-up report to Advertising Pays, which quantifies the value of advertising to the Australian economy, and we will also be working with our members to achieve a more sustainable media landscape in Australia,” she said.
Madden noted that the MFA’s e-learning programme will continue to educate the industry on the foundations of Digital, Television and How to Buy TV.
“We are still offering SBS Core Inclusion learning to all MFA Members free of charge. NGEN is wrapping up its 15th year with the much-coveted Halloween party supported by News Corp Australia,” she added.
“Of course, there will also be lots of planning for 2024, including for the MFA Awards and MFA EX – that work starts now – so there is lots to look forward to,” Madden said.
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Top image: Sophie Madden