Wavemaker’s Peter Vogel appointed to MFA board

Wavemaker CEO, Peter Vogel has been voted by the Media Federation of Australia (MFA) board as its newest member.

Vogel fills Group M’s vacancy on the board after Mark Lollback departed Group M in March this year, rejoining the board after stepping down in 2015, when he moved to Hong Kong as CEO of MEC Asia Pacific.

Vogel has 25 years of industry experience, in both media and creative agencies across Australian, South African and Asian markets.

Vogel, the newest member of the MFA board

Vogel said: “It’s a privilege to re-join the MFA Board. I have always been a strong supporter of the MFA and of a united media agency industry, and this is even more important as we continue to grapple with the effects of the COVID-19 pandemic, a growing talent shortage and evolving developments around transparency and verification. I look forward to working with my fellow board members to continue to build on the great work they are doing.”

MFA CEO Sophie Madden said: “I am delighted to welcome Peter back to the MFA board. He has always been a passionate and engaged member of the MFA community and brings more than 20 years’ experience in senior executive positions, both in Australia and overseas. He’s extremely well regarded by his media agency peers and clients and media owners, and will bring a valuable perspective to the ongoing work of the MFA Board.”

The MFA board, as of 1 July 2021

Vogel has been at the Group M agency for over two decades, founding Nota Bene in South Africa, which was then acquired by WPP.  Officially joining MEC in 2005, he was CEO in the Asia Pacific region before the agency was merged with Maxus in 2017 to create what is now Wavemaker. After the announcement of the merger, WPP appointed Vogel as the newly merged Group M agency’s ANZ CEO.

The MFA’s recently released an updated set of transparency guidelines for agencies and advertisers to follow, the MFA Transparency Framework 2021. The key update in the guidelines address the changes to the market since the first guidelines were developed in 2015, in particular increasing changes to the digital supply chain.


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