MFA
Human brains, in a world of fast changing technology including the rise of AI, might be the best advantage the advertising industry has.
Publicis Groupe chief media officer Imogen Hewitt, in closing remarks at MFA EX, said the conference heard a lot about humanity, technology, science, the story, attention and distraction, optimism and pessimism, inclusivity and exclusion.
“That could be a bit of a downer but I think it's especially exciting if we embrace the ambiguity of all of that,” she said.
“As an industry, we have the talent and we have the skills. We have a lot of, certainly not all, but a lot of the diversity of thinkers and thinking that we need, as well as having a super deep familiarity with fast shifting sands.
“That means we can identify shape and take charge of change. It seemed to me today that we heard that our brains might just be the most impressive piece of technology that we have at our fingertips.”
Mark Coad, the chair of the MFA and chief executive at IPG Mediabrands, Australia, said the industry will see more change in the next couple of years than in the last 40 or 50 since media agencies have existed.
“A big role of the MFA is to maintain its relevancy and make sure we're contributing to this industry in no matter what shape it is,” he said, wrapping up the day.
The MFA had commissioned a study into the media future workforce and what it might look like.
“It's going to help us inform the way we map our skills,” he said. It's going to help us inform how we educate and train. It's going to help us inform our compensation models, the sort of competition we're going to face, the overall shape of this industry.”
“It's a really important piece. We thought about giving you a glimpse of that today, but it's too big. It's bigger than that. It's bigger than just a 20 minute slot on an MFA X event.
“At the AGM in November that's going to form the basis of a lot of work that we do, and shape the role of the MFA. So watch this space.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.