As the anticipation builds for this year's MFA EX events in Melbourne and Sydney, curator Katie Rigg-Smith, WPP Chief Strategy Officer, offers a first glimpse into the themes you can expect to see come to life on stage this September. Over to you Katie….

I love getting to be part of MFA EX! It is such a unique space for the media agency industry to stop - and to educate, challenge, and inspire each other to drive an effectiveness culture in everything we do. It’s not just about what we do, but why and how we do it. 

MFA EX is a platform for the dynamic media agency industry to come together, and continuously evolve together.

Change for the Better

This year, MFA member agencies of all sizes answered the call, submitting high-calibre content ideas tackling the MFA EX theme of ‘Change for the Better’. 

We’d asked for entries to explore how the theme can be translated across three key areas: bettering our product and craft; bettering our people; and bettering the environment and society - and we were not disappointed.

It was wonderful to see the industry pushing itself out of our comfort zone and looking for ideas and thinking that can indeed change our industry for the better. 

While submissions were varied in a multitude of ways, there were some stand out themes across the three key areas:

• Bettering our product and craft by challenging conventional thinking and what we have always done. 
• Bettering our people saw a big focus on inclusion - but a broad definition of inclusion. It is so inspiring to see our young talent in particular, sharing their own stories and having such conviction for the importance of this topic.
• Bettering the environment and society saw sustainability explored, and our individual roles within it. A myriad of new ways of looking at the world, and preparing for the different shapes the future could take. 

Another thing that stood out when we talked to each of the teams about their content submissions, was the energy, passion and excitement everyone has for this annual powerhouse event and the opportunity it offers - and just how bright the talent in our industry is.  

I can’t wait for all of that energy and passion to arrive on stage in September, when our final selection of presenters share their ideas with the industry on how we can do it better. Because we really are the Changers! 

Save the dates:

Melbourne: Thursday 5 September, The Timber Yard

Sydney: Thursday 19 September, White Bay Cruise Terminal 

 

Time to book your tickets. Click here to buy early bird tickets before 30 July