The all-new MFA Guide is out now - an essential resource for our future industry leaders
As the old saying goes, “The only constant in the media communications industry is change.” Keeping up with that change when you work in the industry can be a challenge – and if you are new to the industry, or a lecturer teaching a group of hungry media students (AKA future newcomers), it’s an even greater challenge.
Enter the MFA Guide. Originally developed as a free resource for our MFA Tertiary Program, the MFA Guide has become an essential text for lecturers and students – and also for media industry newcomers finding their feet. The Guide provides an invaluable introduction to our industry, written by people working in our industry, to engage our future leaders.
The 2024 edition of the MFA Guide was curated by 22 industry experts and provides an updated overview of the Australian media landscape, from how media agencies work, and the journey of a brief, through to an in-depth analysis of each channel. The latest edition includes brand new sections on influencer marketing, gaming, experiential, and the evolving audio platforms, as well as the most recent case studies of effective campaigns to demonstrate the impact of media agencies in delivering long-lasting results for marketers. It truly is an essential resource for anyone new to, teaching, or learning about our industry.
The 2024 edition of the MFA Guide can be found on the MFA website here: https://www.mediafederation.org.au/resources/learning-resources
Dr Jacki Montgomery, Lecturer in Advertising at Western Sydney University, explains the MFA Guide’s important role in educating the next generation of industry leaders:
"The MFA Guide has always been an invaluable resource for both lecturers and students alike. We use it as the main text in our Advertising Media subject and I’m really looking forward to using this latest version, updated with input from media professionals, in class.
It not only reflects the evolution of technology and the fragmentation of the media landscape, but it emphasises the importance of having a strategic blend of channels, tailored messaging, and precise targeting to cut through the noise and capture consumers’ attention.
As lecturers, we feel that it is really important that our students have a comprehensive understanding of the purpose and value of media agencies, so that we can best prepare them for future careers."
Other helpful MFA resources
- The annual MFA Lecture the Lecturers series (LTL), held in February, engaged 15 lecturers from universities across the country, including UTS, Western Sydney University, University, Queensland University of Technology and Swinburne. The aim of LTL is to ensure lecturers (and their students) have access to the latest information on the future of media in an ever-evolving landscape.
- For access to careers in the industry, the MFA supports the newly launched Advertising Industry Careers job site. Whether you’re a seasoned professional seeking new opportunities, new to the industry or an employer aiming to enhance your team with top talent, you’ll find valuable insights and advertised roles here. https://advertisingindustry.careers/about-aic/