MFA flags 2026 priorities as it reports year of industry reforms

The Media Federation of Australia has used its annual AGM in Sydney to outline its 2026 priorities and recap a year of work across safety standards, AI governance, audience data and industry training.

The AGM included a board change, with Match & Wood COO Christopher O’Keefe elected to a two-year term, replacing This is Flow CEO Jimmy Hyett. Involved Media managing director Sarah Keith continues to hold the second independent agency seat.

The MFA highlighted several initiatives delivered in 2025, including the Psychosocial Code of Conduct, a new demographic data partnership with Roy Morgan, contributions to the Responsible AI in Marketing Council and industry-wide work supporting the shift to VOZ. More than 10,000 people have now completed MFA Foundations certification.

Looking ahead to 2026, the MFA said its focus will include talent upskilling, reshaping agency operating models in response to sector disruption and further development of ethical AI guidelines. MFA EX will return to Melbourne on 9 September and Sydney on 24 September, with Seven remaining Grand Prix sponsor.

MFA CEO Sophie Madden said 2025 was a year of action – building inclusivity, elevating sustainability and ensuring the industry is one where everyone can thrive.

"From psychosocial safety and sustainability to AI and audience innovation, our focus has been on creating long-term, meaningful impact," she said. "It all aligns with our industry purpose, We Are The Changers – a rallying cry that reminds us why we do what we do and celebrates the power and impact of our craft.”

The organisation will also expand its NGEN programs, launch MFA Out-of-Home Foundations in March and introduce new workshops centred on AI literacy.