MFA EX Sydney saw 1,600 people descend on Randwick Racecourse to be inspired with ground-breaking media thinking, best practice, innovation and people development.
Sessions for this year's Sydney edition of the annual conference - which also went to Melbourne earlier in the week - included Mim Haysom, CMO Suncorp Group, sharing how media can change consumer behaviour and deliver value beyond flogging a product.
Chris Colter, chief strategy and product officer at Initiative Australia, and Sam Geer, managing director at Initiative Australia, spoke on why media agencies should no longer only be a distribution mechanism for the creative, and media should be as distinctive as the content that it distributes.
The role of media in the lead-up to the Indigenous Voice to Parliament was explored by Rhanna Collins, head of business and operations at NITV and SBS Referendum Unit lead, and Davide Schiappapetra, head of language content, audio and language content at SBS.
And Alison Costello, chief transformation officer at OMD (on the side of AI) and Penny Shell, chief product officer at OMD (on the side of EQ) attempted to convince the audience at MFA EX of AI or EQ being the best tool for media planning.
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.