MFA EX
The MFA’s flagship event MFA EX returns for 2025, inviting media agencies to take the stage and explore this year’s theme: Dare to Change.
The dual-city event will kick off in Melbourne on Thursday 4 September at the Melbourne Convention & Exhibition Centre, followed by Sydney on Thursday 18 September at Royal Randwick Racecourse.
The Dare to Change theme builds on the industry’s collective purpose of We Are The Changers.
With more than 2,500 attendees expected, the event is dedicated to showcasing the power of media to drive meaningful change and uniting the industry in a collaborative, non-competitive setting.
MFA member agencies are invited to submit session proposals that challenge, educate, and inspire the industry to embrace change across three key pillars:
- Dare to evolve media agency product and craft
- Dare to progress our people
- Dare to create a better world
The deadline for session proposals is 4 April, with all content to be assessed and selected by the MFA EX 2025 curators: WPP Chief Strategy Officer Katie Rigg-Smith, Tumbleturn Media Partner Dan Johns, Bare Feat Founder Chloe Hooper, Leadership Team Coach Rob Pyne and Google ANZ Media Lead Philippa Moig.
Top CMOs will also take to the stage to share their most pressing challenges – and how media agencies can play a pivotal role in driving meaningful change for brands, customers and society.
MFA EX curator and Google media lead Philippa Moig said collaboration is truly in the DNA of the industry.
"Last year, some of the most engaging sessions came from those unexpected partnerships – agencies and media owners joining forces to reimagine the future of media," Moig said.
"We’d love to see even more of that this year! Think beyond your team, beyond your agency. Whether it’s cross-agency collaboration or teaming up with a media partner, let’s create experiences that not only inform but also inspire.
"Because while people might not recall every word spoken, they’ll always remember how we made them feel.”
MFA CEO Sophie Madden said MFA EX is the only event that unites the entire media agency industry on such a grand scale, bringing together.
"It’s a unique opportunity to push boundaries, embrace revolutionary ideas, and drive progress for our collective industry and for society. I can’t wait to see the inspiring and thought-provoking ideas our industry will bring to the table," Madden said.
Agencies in Sydney and Melbourne will once again participate in an agency shutdown on the day of their respective events, to enable everyone to attend.
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