MFA appoints Aimee Buchanan as chair, Imogen Hewitt as deputy

The Media Federation of Australia has named WPP Media ANZ chief executive officer Aimee Buchanan as chair, with Spark Foundry ANZ CEO and Publicis Groupe chief media officer Imogen Hewitt appointed deputy chair.

The appointments place two of the country’s most senior agency leaders at the helm of the industry body as it continues to focus on talent development, industry standards and demonstrating the value of media agencies to clients and the broader economy.

Both Buchanan and Hewitt have served on the MFA board for six years.

Buchanan succeeds Mark Coad, while Hewitt steps into the deputy role previously held by Virginia Hyland. Coad and Hyland both stepped down from the board after departing their roles at IPG Mediabrands and Havas Media respectively.

SEE MORE: Governance, data and training top MFA's 2026 agenda

MFA CEO Sophie Madden said the appointments recognised two leaders who have played a significant role in shaping the industry.

“Aimee and Imogen are not just exceptional leaders – they are passionate champions for our industry,” Madden said.

“Both have spent years stepping up: mentoring talent, pushing for progress and helping shape a stronger, more inclusive media community.”

“They bring energy, vision and deep industry respect to these roles. I couldn’t be more excited to work alongside them on the board as we tackle the challenges ahead and keep building an industry we’re proud of as Changers.”

Buchanan said the MFA continues to play an important role in helping the media industry evolve.

“The MFA continues to challenge, evolve and champion the kind of industry we’re proud to belong to – one that’s healthy, sustainable and centred on serving our clients and our people,” Buchanan said.

“That mission has never mattered more. I’m deeply honoured to partner with Sophie Madden, Imogen Hewitt and the rest of the board to continue to improve and keep pushing for meaningful change that sets our industry up for the future.”

Hewitt said the industry continues to push the boundaries of media and marketing effectiveness.

“This is such a vibrant industry, full of super-smart people doing sophisticated and effective work for clients every day,” Hewitt said.

“What excites me is how we keep raising the bar together. As deputy chair, I’m looking forward to working with Sophie, Aimee and the board to keep strengthening our industry – not only the work we deliver, but the culture, trust and opportunity we create for our people.”

At its first meeting of 2026, the MFA board also confirmed the appointment of Dentsu chief practice officer – media Chris Ernst to the board seat vacated by Fiona Johnston.