MFA Has A Brand-New Look And Purpose

MFA Has A Brand-New Look And Purpose
B&T Magazine
By B&T Magazine



The Media Federation of Australia (MFA) is excited to announce the launch of a new purpose and visual identity.

“This launch marks a new era and direction for the MFA – one that reflects the dynamics of the media industry today and in the future,” says Sophie Madden, CEO of the MFA.

The refreshed logo

“In the 17 years since it was established, the MFA has done great work including establishing NGEN, the MFA awards, and streamlining system development. However with the rapidly-changing media landscape and the evolution of what a media agency is today, the time was right to review what we stand for, why we exist, and what we want to achieve,” says Madden. “This launch is a culmination of six months’ work by the MFA board and our members, and sets us on a clear path to championing a dynamic and thriving media industry.”

While the MFA’s focus remains the same – Advancement of our People, Improved Processes and Performance – the re-launch will see a greater external focus. This includes working collaboratively with other industries bodies, such as the AANA MFA Media Forum Group that was launched last year, and taking steps to build C-suite confidence in media agencies, the work they do, and their ability to deliver business and revenue growth.

Sophie Madden, MFA's CEO

Sophie Madden, MFA’s CEO

While the MFA’s focus remains the same – Advancement of our People, Improved Processes and Performance – the re-launch will see a greater external focus. This includes working collaboratively with other industries bodies, such as the AANA MFA Media Forum Group that was launched last year, and taking steps to build C-suite confidence in media agencies, the work they do, and their ability to deliver business and revenue growth.

A short video was created to capture the essence of the MFA’s purpose and re-branding.

All MFA member agencies celebrated the launch last week with simultaneous in-house events.

“The launch of this new MFA brand purpose and vision is our public display of a clear and evolved direction for the MFA, where our members – despite being competitive businesses – can align across our core pillars of People, Process and Performance” says Peter Horgan, CEO of OMD and Chairman of the MFA Board.

Peter Horgan

Peter Horgan

“To have all our members stop work and celebrate the launch at their offices simultaneously was a great demonstration of their support for the MFA and what we are here to do.”




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