Two of Australia’s most senior media agency leaders have been appointed to steer the strategic direction of the country’s peak media body, as the Media Federation of Australia reshapes its leadership for the next phase of industry change.
The Media Federation of Australia (MFA) has appointed Aimee Buchanan, CEO of WPP Media ANZ, as Chair, and Imogen Hewitt, CEO of Spark Foundry ANZ and Chief Media Officer at Publicis Groupe, as Deputy Chair.
Both executives step into the roles after six years on the MFA Board and will now help guide the organisation’s strategy and priorities as it continues to represent the interests of Australia’s media agency sector.
Buchanan succeeds Mark Coad, while Hewitt replaces Virginia Hyland, following the departures of both leaders from their respective agency groups.
Steering the industry’s next chapter
As Chair and Deputy Chair, Buchanan and Hewitt will play a central role in shaping the MFA’s agenda, including talent development, industry standards, innovation and demonstrating the value media agencies deliver to clients and the broader economy.
The MFA represents more than 90% of media billings placed by agencies in Australia, making the leadership transition a significant moment for the sector as it navigates rapid technological, cultural and economic shifts.
MFA CEO Sophie Madden said the appointments recognise two leaders who have consistently helped push the industry forward.
“Aimee and Imogen are not just exceptional leaders – they are passionate champions for our industry,” Madden said.
“Both have spent years stepping up: mentoring talent, pushing for progress and helping shape a stronger, more inclusive media community. They bring energy, vision and deep industry respect to these roles. I couldn’t be more excited to work alongside them on the Board as we tackle the challenges ahead and keep building an industry we’re proud of as Changers.
“I’d also like to thank Coady and Virginia for their outstanding leadership and the lasting contribution they’ve made to both the MFA and the broader industry. Their impact has been significant, and I know they will continue to shape our industry in their next chapters.”
A focus on a sustainable media industry
For Buchanan, the role comes at a time when the media and marketing ecosystem continues to evolve rapidly – from AI and automation to shifting consumer behaviour and client expectations.
“The MFA continues to challenge, evolve and champion the kind of industry we’re proud to belong to – one that’s healthy, sustainable and centred on serving our clients and our people,” Buchanan said.
“That mission has never mattered more. I’m deeply honoured to partner with Sophie Madden, Imogen Hewitt and the rest of the Board to continue to improve and keep pushing for meaningful change that sets our industry up for the future.”
Hewitt echoed that sentiment, highlighting the strength and capability of the people working across the sector.
“This is such a vibrant industry, full of super-smart people doing sophisticated and effective work for clients every day,” she said.
“What excites me is how we keep raising the bar together. As Deputy Chair, I’m looking forward to working with Sophie, Aimee and the Board to keep strengthening our industry – not only the work we deliver, but the culture, trust and opportunity we create for our people.”
Board refresh continues
Alongside the leadership appointments, the MFA Board confirmed the addition of Chris Ernst, dentsu’s Chief Practice Officer – Media, who fills the Board seat vacated by Fiona Johnston.
The organisation has recently focused on strengthening the sector through research, education and industry guidelines. Initiatives include whitepapers on the future media workforce and Gen Z’s impact on work, as well as the expansion of the MFA Foundations e-learning program and the development of ethical AI guidelines for marketing, in partnership with the AANA and IAB Australia.
Together, the initiatives reflect the MFA’s broader focus on helping agencies adapt to changing technologies, shifting workforce expectations and increasing client demands.
The full MFA Board
Sophie Madden, CEO, MFA
Aimee Buchanan, CEO, GroupM ANZ – Chair
Imogen Hewitt, CEO, Spark Foundry & Chief Media Officer, Publicis Groupe – Deputy Chair
Megan Brownlow, Non-executive Director
Peter Vogel, CEO, Wavemaker ANZ
Christopher O’Keefe, COO, Match & Wood
Sarah Keith, Managing Director, Involved Media
Kristiaan Kroon, CEO, Omnicom Media Group
Mark Jarrett, CEO, PHD Australia
Michael Rebelo, CEO, Publicis Groupe ANZ
Chris Ernst, Chief Practice Officer – Media, dentsu Australia
Main image: L-R: Imogen Hewitt, Aimee Buchanan, and Sophie Madden.