MFA drops its 2018 media awards to reboot ‘effectiveness’ criteria
The Media Federation of Australia is cancelling this year’s MFA Awards in a move which it says is about rethinking its criteria on recognising effectiveness.
The event usually take place in mid-October. The MFA – which is the industry association representing media agencies – says its awards will return in 2019.
As well as putting its awards on hold, the MFA says it is is introducing a new strategy to focus on effectiveness and client advocacy. In a statement, MFA CEO Sophie Madden said: “We’re working in a rapidly changing media environment with more choices than ever before in terms of how to reach target audiences, and – as an industry – we need to be able to clearly demonstrate the value media agencies deliver in making those choices for clients.”
As a starting point, Sophie Madden should step down. The MFA, led by her, has largely been a pointless organisation. Her lack of leadership during the Mediacom and Atomic debacles showed that it’s probably time to try something new and allow the MFA to refocus under a new executive team.