MFA unveils Industry Psychosocial Safety action plan and education programs expansion at AGM


The MFA Awards is also set to mark its 25th anniversary in 2024

The MFA revealed it is creating an Industry Psychosocial Safety action plan and expanding its education programs as part of its plans for 2024 at its recent Annual General Meeting.

The industry body unveiled its plans to create an Industry Psychosocial Safety action plan that aims to ensure people in the industry feel supported, safe and heard.

It also shared the two new additions to its e-learning program, OOH Foundations and Audio Foundations, aimed at fostering great industry careers and future-proofing talent.

There will also be continued collaboration with industry partners to help transition the industry into a more sustainable economy.


The MFA EX will return in the new year, and so too will the MFA Awards, which is set to mark its 25th anniversary, celebrating the industry’s best work and proving the industry’s impact and value.

The AGM saw the reappointment of five directors for a further two-year term: MFA CEO Sophie Madden; Initiative ANZ CEO Melissa Fein; IPG Mediabrands CEO Mark Coad; Wavemaker ANZ CEO Peter Vogel; and PHD Group Australia CEO Mark Jarrett.
One of the two independent media agency board seats was also up for re-election, with This is Flow CEO and founder Jimmy Hyett completing his two-year term. The MFA will hold an election for the position, voted by independent media agency members, with the result to be announced in the new year.

The MFA also celebrate its achievements over the last year including the ongoing success of its “We Are The Changer” purpose and inspired more than 2,500 media professionals across Melbourne and Sydney at this year’s MFA EX conferences. In training and further development, the MFA has provided more than 32,000 hours training and 164 training events, and improve skills of 1,700 people through the MFA’s e-learning programs.


The industry body has also released its fourth Industry Diversity, Equity and Inclusion Report which provided important data to measure the industry’s health and set it up for collective success. The MFA was also played a key role in the Advertising Pays which reported that advertising industry’s economic impact as $53 billion or 2.1% of the GDP. MFA has worked with the OMA on enhancing trust and transparency in Out-Of-Home through the development of improved metrics and trading standardisation and independent verification standards.

The MFA also raised over $47,000 for charity through the NGEN Charity Cup and the MFA Awards, and it continues to grow after welcoming four new members, reflecting the full spectrum of the media agency industry – with 52% of the MFA membership being independent agencies.

MFA CEO Sophie Madden said that the last year has seen the organisation “reinstill pride” with their people by shining renewed focus on the industry’s ability to drive positive change.

“We have a lot to be proud of as evidenced by our many collective achievements,” she said.

Madden said that the industry body relies on the active participation of thousands of individuals within its community. “Whether volunteering on MFA committees, acting as mentors, undertaking training, inspiring us at MFA EX, creating content for the MFA e-learning programs, this is indeed an industry of engaged, passionate and enthusiastic Changers, committed to making us all better at what we do.”

“I wouldn’t want to work in any other industry, and I’m excited for what the future holds in 2024 and beyond,” Madden added.

Peter Horgan, MFA chair and Omnicom Group CEO, added that he is proud of the work the MFA has done in driving its “We Are The Changers” purpose and leading a sustainable, respected, inclusive and future-proofed industry.

“With growing challenges ahead, we will remain steadfast in our vision to be the pre-eminent, trusted and valued authority on media communications for all stakeholders: MFA members, clients, media owners and government,” he added.

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