MFA launches digital training program to set benchmark for basic digital media proficiency

Industry body the Media Federation of Australia has launched a new industry recognised digital training program the MFA Digital Foundations Certification Program aimed at setting a standardised benchmark for basic digital media proficiency.

MFA logo expanded

The program will be rolled out across all MFA member agencies and aims to ensure all members have a clear understanding of the digital landscape, including its language and terminology, the planning and trading models, and the evaluation and measurement metrics of the key channels.

Sophie Madden, MFA CEO, said: “We’re thrilled to be launching this program to market. With so many new graduates entering the industry every year coupled with the rapid pace of change in this sector, setting an industry standard for basic digital proficiency is essential.

“All our member agencies agree, and have committed to make this a mandatory requirement for all staff with less than 12 months’ experience. As a result, they’ll now have the assurance that everyone is fully equipped to handle the next stage of digital media growth.”

The program will have to parts with Certificate I to focus on paid digital media and Certificate II, which will launch next year, to look at owned and earned digital media.

The program will be led by experts in the field with course content refreshed every six months.

Participants will received professional certification upon the successful completion of a two-hour exam.

The program is open to all MFA member agency staff but will be a mandatory requirement for all staff with less than 12 months experience.

Stuart Bailey, Chairman of the MFA Interactive Committee and chief digital officer at OMD, said: “This was a true collaboration between the MFA and all of the member agencies to create something that is going to benefit the wider industry.

“It is rare to have such collaboration between competing brands where the individual companies’ needs are put aside in favour of supporting the greater good. I would like to thank the MFA for spearheading such a great project, and to all the agencies who dedicated their time and resources to bring it to life.”


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