MFA EX 2026: Line up

Plot Twist, How AI Can Actually Save Your Career

Kellyn Coetzee, Head of Digital, Zenith

AI is already transforming the way we work, build teams and grow careers. But what does that mean for your role right now? In this interactive session, applied AI practitioner Kellyn Coetzee, alongside media and people leaders, will unpack how AI is reshaping roles, skills and career paths. Through live audience participation, you’ll discover the tools and capabilities that matter today, how your role is likely to evolve over the next three to five years, and leave with a personalised Career gAIn assessment and practical 90-day action plan to stay ahead.

Eavesdropping on the Internet: The human truths hidden in the world’s strangest online conversations

Daniel Klug, Head of New Media, Oceania Omnicom
Hayley Saddleton, Country Lead, Business Marketing ANZ, Reddit

What if your best consumer insights are already online? Hayley Saddleton and Daniel Klug have been listening – not through surveys, but by exploring the conversations people are already having every day. In this entertaining session, they’ll reveal how real-time online discussions shape opinions, decisions and culture, and why they’re becoming an essential source of insight for modern media planning. Discover how to move beyond static research, uncover the rules brands need to follow, and learn how real human signals can power smarter strategy, stronger creativity and more effective media.

Melbourne Keynote

Melbourne Only

Paul Watkins, Scientist, Athlete, Entrepreneur

In this high-energy session, adventurer Paul Watkins shares hard-won insights, practical tools and jaw-dropping tales from a career spanning all seven continents. Discover how to live life as a verb not a noun, and build confidence through curiosity and the doing of hard things. You will leave not with a forgettable checklist, but with big, challenging questions that could change the way you live and lead.

Sydney Keynote

Sydney Only

Ben Crowe, Professional Mentor, Mindset Coach, Author & Founder of Mojo

Ben Crowe will be taking to the MFA EX 2026 stage in Sydney as a keynote speaker, with thanks to Meta. From marketing at Nike to changing the lives of many successful sportspeople as a mindset coach – Grand Slam champions Ash Barty and Dylan Alcott among them – Ben is the perfect person to help us unlearn the patterns that hold us to the past and unleash new ways of thinking.

Sydney Client Keynote

Sydney Only

Susan Coghill, Chief Marketing Officer, Tourism Australia

One of Australia’s most respected marketers, Tourism Australia CMO Susan Coghill  is a passionate advocate for the power of creativity to build brands, drive business growth and shape culture – paired with an unwavering focus on effectiveness.

Leading one of the world’s most iconic – and closely scrutinised – brands across 16 international markets, Susan brings a unique perspective on navigating complexity, inspiring collaboration, and using creativity and innovation to deliver commercial impact. This is a keynote you won’t want to miss.

INSPIRATION X SESSIONS

Monopoly Deal: Are you playing to win?

Sydney Only

Tania Teurquetil, Strategist, Havas Media

Are you playing not to lose... or playing to win? Too often, fear of failure keeps us playing it safe – watering down bold ideas, avoiding tough conversations and settling for what clients ask for instead of what they need.

In this thought-provoking session, Tania Teurquetil draws on behavioural economics and the game Monopoly Deal to challenge how we think about risk, failure and growth. Discover how rewiring your mindset can help you back better ideas and stop playing defence – so you can start playing to win.

What a shitbox taught us about thriving

Sydney Only

Dillon Gibbs, Client Executive
Matt Kuchel, Client Executive, Spark Foundry

What happens when you willingly step into uncertainty? That’s what Dillon Gibbs and Matt Kuchel discovered when they drove 3,700km across Australia in a car that probably shouldn’t have made it out the driveway.

Through stories of roadside improvisation, unexpected challenges and creative problem-solving on their road trip, they reveal how resourcefulness, adaptability and trust become critical when there’s no clear path forward. This session will challenge how you think about resilience, because thriving isn’t about having the perfect plan.

Don’t write the deck, write a movie

Sydney Only

Olivia Hawkes, Associate Strategy Director, Wavemaker

Attention spans aren’t broken – our presentations are. In this fast-paced session, Liv Hawkes reveals why the world’s greatest stories keep us hooked for hours while most strategy decks lose us in minutes. Drawing on the narrative frameworks behind films like Jaws, Titanic and Romeo & Juliet, she’ll share a practical three-step storytelling framework to transform the way you write presentations, proposals and strategies. Forget boring decks – it’s time to think like a Hollywood screenwriter and keep your audience engaged from the first slide to the last.

AI & Journalism: What Happens When No-one Clicks?

Melbourne Only

Jas Kaur, Planning Manager, PHD

AI is reshaping the economics of media, but agencies have more influence than they think. We direct billions of advertising dollars, yet we’re funding a system that undervalues the original content AI depends on. In this provocative session, Jas Kaur challenges the industry to rethink how we define and measure value in an AI-powered world. It’s time to stop rewarding clicks alone and start rewarding creation – because if we only value distribution, eventually there’ll be nothing worth distributing. The future of media depends on it.

MFA EX MC

Chloe Hooper, Founder, Bare Feat & Course Facilitator, The Limitless Equation