The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Sophie Madden, CEO, MFA
As the year draws to a close, there’s a familiar refrain among industry peers: Wow, what a busy year! For us at the MFA, 2024 wasn’t just busy – it was transformative. This was a year defined by bold collaboration, meaningful change and a shared drive to create a better future for our industry.
We began by doubling down on our commitment to purposeful transformation, inspired by our industry purpose of We Are The Changers. From the MFA Psychosocial Safety Action Plan – brought to life by an impressive 14,000 hours from 389 cross-industry leaders – to 500 hours of expert collaboration on VOZ and MOVE 2.0, we’ve embraced the power of collective effort.
A major highlight was the launch in October of the Australian chapter of Ad Net Zero Australia, in partnership with AANA, IAB, and ACA – a pivotal step toward uniting the industry to tackle climate change. At every turn, our initiatives have extended far beyond media agencies, aiming to leave a lasting impact across the entire industry.
I’m especially proud of our proactive stance on psychosocial safety, guided by the recognition that in an industry that moves at a relentless pace and demands so much from its people, fostering psychosocial safety and prioritising employee wellbeing is crucial.
We’re one of the few industries globally to fully embrace this challenge, creating practical tools that ensure effectiveness in the workplace. This includes MFA People First – A Playbook for Leaders on Psychosocial Safety, launched this year, and the Psychosocial Safety Industry Code of Conduct, launching in February 2025, an actionable framework aligned with government guidelines to support safe and supportive work environments.
This year we also broadened the reach of the MFA e-Learning program to include clients, media owners, and non-member agency professionals, reinforcing our commitment to elevating the entire industry. Our work with OzTAM to support the VOZ trading currency transition, revamping the MFA Leadership Series for the MFA 5+ community, and celebrating the 25th anniversary of the MFA Awards illustrates the scale and scope of our work and reflect our dedication to driving progress across the board.
Of course, we understand that lasting change takes time. The projects we’ve undertaken this year are built for the future, not quick wins. The impacts will shape our industry and society for years to come. This long-term vision is something we can all take pride in.
Looking to 2025, our focus will be on embedding the initiatives we’ve started and working closely with our members to sustain meaningful change, shaping an industry we can all take pride in. Equally important in the new year will be our commitment to future-proofing talent through programs like NGEN, MFA Leadership Series and MFA e-Learning, while driving innovation in the way we work.
I’m also excited to continue to challenge and inspire our members, clients and media partners at our signature events: MFA EX Melbourne on Thursday 4 September 2025, at MCEC, and MFA EX Sydney and MFA Awards on Thursday 18 September 2025, at Royal Randwick Racecourse. Mark your calendars now!
My final message for everyone working in this dynamic industry is to take pride in their roles as Changers and continue to work together to elevate the media industry. By fostering collaboration and innovation, we’re not just addressing today’s challenges – we’re building a stronger, more sustainable future for generations to come.
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.