MFA EX to return this year in both Sydney and Melbourne

The Media Federation of Australia (MFA) has confirmed the return of its MFA EX: Media For All Effectiveness Expo this year, with the 2021 edition set to feature a Melbourne event in addition to the usual Sydney event.

This will be the conference’s second edition, following its launch in 2019, as it was postponed due to COVID in 2020.

The MFA said it “found strong support from members for MFA EX to go ahead ‘bigger and better’ in 2021 as a way for the industry to reconnect post-COVID, share knowledge and tackle challenging conversations”.

MFA EX 2019

Sophie Madden, MFA CEO, commented: “After a tough year for our industry, we received an overwhelming response from agency leaders for MFA EX 2021 to go ahead and to introduce a Melbourne-inclusive event. There was a strong consensus that a uniting, inspirational event will benefit all agency staff – particularly those with less than three years’ experience, whose careers were interrupted by the COVID crisis.”

MFA CEO Sophie Madden

This year’s events will be held in October, with MFA EX Melbourne to be held on Thursday 7 October. The venue is yet to be announced. The Sydney event will be held the following week on 14 October at Royal Randwick followed by the MFA Awards later that evening.

The 2019 event attracted more than 1,500 media professionals in Sydney, and aims to educate the media industry, highlighting best-practice work, media innovation and cutting edge thinking.

Speaking in support of the addition of a Melbourne event, Nickie Scriven, CEO of Zenith Media Australia, said: “It’s great to see the MFA expand the MFA EX event to Melbourne this year. The Melbourne media community has always been super tight and will absolutely embrace the opportunity to come together face-to-face at this event, after such a long period apart throughout 2020. This is just what the Melbourne media community needs.”

Madden also added: “MFA EX Melbourne will follow the same format as Sydney, of inspirational and thought-provoking presentations with a focus on media effectiveness. We look forward to bringing the industry together for this important event.”


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