The Media Federation of Australia (MFA) has released its latest update of The MFA Guide, written by 22 industry experts, an overview of the media agency industry.
The guide covers all aspects of the industry from how media agencies work, the journey of a brief through to an in-depth analysis of each channel and more – making it an essential introductory resource for all media newcomers navigating their career in an exciting, but ever-changing and complex, industry.
The updated version has new sections on influencer marketing, gaming, experiential and the evolving audio platforms, as well as the most recent case studies of effective campaigns to demonstrate the impact of media agencies in delivering long-lasting results for marketers.
MFA director of people Linda Wong said in a dynamic and constantly moving media landscape, media agency employees need to know more than ever before.
"Packed with the latest developments across channels, audiences and marketing needs, the MFA Guide provides the ultimate foundational knowledge for anyone working in the media industry," Wong said.
"For newcomers, it offers a comprehensive understanding of the purpose and value of media agencies, as well as the vast array of career opportunities available to them.”
EssenceMediacom group marketplace director Katherine Pochroj said the new MFA Guide is a great resource covering channels, audience insights, and more.
"Particularly for those just starting in media, it’s a solid overview of the critical role and significance of media agencies and the amazing industry they have joined," Pochroj said.
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