The Media Federation of Australia (MFA) has capped off a landmark year at its annual general meeting in Sydney, celebrating achievements and outlining plans for 2026.
The event brought together member agency leaders, MFA committee leads and media partners.
MFA celebrated a series of industry-shaping initiatives, including the launch of the Psychosocial Code of Conduct, reshaping audience planning data through the new Roy Morgan partnership, and the expansion of the MFA Foundations e-learning program.
The AGM also marked a leadership transition, with Match & Wood chief operating officer Christopher O'Keefe elected to a two-year term on the MFA board, succeeding This is Flow CEO and founder Jimmy Hyett.
This is a return to the board for O'Keefe, who previously served two terms from 2021 to 2024.
The contested position drew nominations from five independent agency leaders.
Two of the MFA board positions are reserved for local and independent agency leaders, voted by their peers in independent MFA member agencies.
Involved Media managing director Sarah Keith holds the second local board seat.
MFA chair Mark Coad, CEO of IPG Mediabrands, highlighted the year's key achievements, including championing safer, healthier workplaces with the launch of the Psychosocial Code of Conduct, a framework reinforcing the industry's shared responsibility for psychosocial safety.
The MFA partnered with Roy Morgan to redefine Australian demographic data, adding new survey questions that capture cultural background, health conditions and neurodiversity, helping agencies and advertisers better understand and represent all Australians.
The organisation also future-proofed the industry with the AANA and ACA through the launch of the Responsible AI in Marketing Council and draft Industry Guidelines on Ethical AI use in Marketing.
More than 10,000 professionals have now completed MFA Foundations certification, with 25% being from media owners and clients.
The MFA also invested in emerging talent with the launch of the NGEN Mentor program, pairing 35 early-career professionals with seasoned industry leaders.
CEO Sophie Madden said the organisation will continue to be a force for making the industry better at what it does.
Plans include the return of the MFA Awards and MFA EX, which attracted 2,500 people in Melbourne and Sydney.
MFA EX Melbourne will take place on Wednesday, September 9, 2026, followed by MFA EX Sydney and MFA Awards on Thursday, September 24, 2026.
The Seven Network has once again renewed its commitment as Grand Prix sponsor, marking its 17th consecutive year of sponsoring the category.
The MFA outlined three focus areas in 2026 for addressing the key industry disruptors identified in its The Media Workforce of the Future whitepaper launched at the AGM: upskilling, reskilling and educating talent, redefining the role of media agencies, and developing future-ready remuneration models.
MFA out-of-home Foundations will launch in March 2026 and new NGEN workshops will focus on AI literacy and emerging technologies, ensuring early-career professionals stay ahead of the curve.
"2025 was a year of action, building inclusivity, elevating sustainability and ensuring our industry in one where everyone can thrive," Madden said.
"From psychosocial safety and sustainability to AI and audience innovation, our focus has been on creating long-term, meaningful impact."
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.