Everything you need to know about the media agency industry
The 2021 release of ‘The MFA Guide – Everything you need to know about the media agency industry’ is a great reference point for the media industry. This is an extensive resource (it is a text book) that the MFA (Media Federation of Australia) regularly creates for the Tertiary Sector, new starters and the broader industry, all about how the Media Agency and the media landscape operate. Sophie Madden, CEO of MFA stated that the biggest things that have been identified are further fragmentation of media, the growth of digital and the fragmentation of audiences. There is further complexity due to the choices of channel, particularly with the digitisation of traditional media.
The MFA guide is updated every 2-3years, the latest iteration is freely available to anyone and everyone on their website.