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.”

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