MFA appoints Kraft marketer Sophie Madden as first CEO

Sophie Madden

The Media Federation of Australia has appointed its first chief executive.

Sophie Madden, head of marketing services at Kraft Foods, moves into the role to replace Carol Morris, who stepped down as executive director of the media industry body after a decade in the role in September.

Madden starts in February, and will move from Melbourne to Sydney.

MFA president Henry Tajer, the boss of Mediabrands, said: “Given our industry’s fast-paced changes and evolution into a communications industry – offering numerous dynamic services such as content, mobile, search, events and more – there is a huge need to showcase the benefits and value of media agencies to clients, including the investment in capabilities the agencies have been making and continue to make.”

“In this environment, and as the MFA strives to grow, it was appropriate to upgrade the leadership role at the MFA to a Chief Executive with a broader remit. With her experience on both agency and client-side roles in Australia and overseas, Sophie has the right credentials to work with the industry to up the ante on our core charter around People, Process and Performance.”

In Madden’s career, she has worked as Vodafone’s global head of media based in Dublin, and as media director at Unilever Australia and New Zealand. She has also worked agency side, at McCann and Mitchell & Partners.

Madden added: “I’m excited to be returning to media, it is such a dynamic, inspiring and, fast-paced industry. What the MFA has established – through many industry initiatives, including the launch of a world-first youth development program Ngen and the MFA Accreditation program – is really impressive. I’m looking forward to contributing to growing the value of the industry to our members, their clients and the media organisations they partner.”


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