The Media Federation of Australia (MFA) was formed in 1997 with an objective of supporting those Agencies that specialised in media services (ie. media research, strategic planning, media negotiation and placement).

Today the MFA has a total membership base of 19 Media Agencies who are collectively responsible for over 72% of media billings in Australia.

There has been a significant shift in the way Advertising Agencies are structured, nowadays it is common to see the media services being unbundled from the advertising agency. This process has allowed for Media Agencies to expand and seek its own client base; create an independent business unit managing its own profit and loss; increase media spending power and negotiation clout in the market; invest in more substantial research; The MFA plays a significant role by providing a common platform to discuss and resolve issues facing the industry today and in the future.

Some of the issues influencing the industry are captured within our current list of priorities.

. Greater accountability of research data on the various media channels
. Establishing industry benchmarks on costs and salaries
. Assisting advertisers on how to select a media agency
. Providing best practice guidelines
. Improving operational efficiencies
. Showcasing media work through award programmes
. Recruiting and retaining quality media people
. Educating the market on how to enter the field of Advertising Media
. Ensuring that the courses available in the market meet the needs of a Media Agency
. Educating our clients to better understand the process of media
. Working alongside key industry bodies such as the Advertising Federation of Australia (AFA) and the Australian Association of National Advertisers (AANA) on key industry projects

If you are interested to find out more about the MFA please click here for details on our Constitution
or contact Carol Morris, Executive Officer on (02) 9583 9610 or email carol@mediafederation.org.au