MFA EX 2024 Session Videos

Relationships Matter – Embracing algorithms in media optimisation

Rachel Scott, Marketing Science, Suncorp Group

When optimising media, the strength of our relationships matter – with customers, between media channels, to measure progress, and to adapt to constant change. In this session at MFA EX Melbourne, Suncorp Group Manager, Marketing Science Rachel Scott will examine the power of making friends with the algorithms – and how doing so helped Suncorp achieve strong increases in media effectiveness. 

Its Time to Break the Rules

Sophie Price, Chief Strategy Officer, EssenceMediacom
Jack Graham, National Head of Planning, EssenceMediacom
Rob Frost, National Head of Strategy, EssenceMediacom

Many of the written and unwritten rules of media strategy, planning and buying are over a decade old and built for a media landscape of the past.  When we know that breaking the rules can drive exponential growth for clients, why are we still sticking to the script?  Get ready to be inspired to break the rules in this provocative session.

Vision 2049: a peek at our industry’s future 

David Bielenberg, Head of Strategy Melbourne, PHD
Gemma Dawkins, National Head of Digital, PHD
Paula Malysevaite, Head of Digital, PHD

18 alternate realities. 3 decisions. 1 future. Decided by you.

In this interactive session headlined by PHD's David Bielenberg, Gemma Dawkins and Paula Malysevaite, a time traveller from 2049 will return to interrogate the MFA EX audience on our industry’s use of AI – showing how the decisions of today will influence the industry of tomorrow.

The Price Isn't Right: Small changes to WIN BIG for the planet

Ashley Wong, Chief Digital & Innovation Officer, Hearts & Science
Liz Wigmore, Managing Director Australia, Hearts & Science

Which saves more carbon: shifting a million impressions to green media products, or giving up meat for a year? Not flying to a meeting in Melbourne, or making bright OOH creative 10% darker? This exhilarating game show-inspired session, hosted by Omnicom Media Group and Scope3, will explore the sustainability impact of small tweaks to clients’ media plans – as well as individual changes – to help us all make better decisions.

Multiplayer mode: A live experiment

Mitchell Long, Chief Strategy Officer, Havas Media

Marketing is no longer a straightforward game won with a single ad. It’s now a multiplayer game where big ideas live or die on the basis of teamwork. So why aren’t agencies playing better together as an industry? A live experiment, this session will reveal the barriers to effective collaboration between agency partners and the new cheat codes required to master today’s marketing landscape.

Bend It Like Bender: Shaping the Future of Media

Catherine Rushton, CSO & Partner, This Is Flow
Kate O’Loughlin, Associate Strategy Director, Initiative
Scott Laird, Chief People Officer, GroupM
Robin O’Connell, Senior Content Solutions Consultant, LinkedIn

Featuring data and insights into the evolving workplace, this session will dissect the future of flexibility, changing in-demand skills, and the impact of new technologies – and set the groundwork for a new, measurable industry standard on exceptional workplace culture.

Is Media Really for All? 

Presented by the MFA DE&I Advisory Council

Angus McLeod, OMD
Asier Carazo, Chief Strategy Officer, Atomic 212
Pawena Kaniah, Media and Communications Strategist, iProspect
Charles Xu, Diverse Director, OMD
Philippa Moig, Group Business Director, PHD

Over 4.4 million Australians live with some form of disability, equating to 1 in 5 individuals. However, accessibility in advertising remains a critical concern. This session is an immersive audience experience to demonstrate what we can do to make advertising more accessible, culminating in a measurable industry pledge to commit to greater accessibility for all future campaigns.

No Wrong Answers

Chris Kohler, Finance Editor, Nine Network

The Work Behind the Work

Presented by the MFA Awards Committee

Catherine Rushton, Chief Strategy Officer, This is Flow
Max Broer, Head of Strategy, Bohemia
Emma Baston, Head of Client Planning, PMG

Mind the Gap: tips to bridge the media-marketer relationship

Cam Luby, Head of Consumer Marketing, Optus

It’s an age-old challenge: how to bridge the gap between media and the marketing department. In this illuminating session, Optus Head of Consumer Marketing Cam Luby will share five essential tips to empower media agency professionals to have better relationships with their marketing partners.



Are we growing in the right direction?  A Fresh Eyes Perspective

Ashley Hill, Media Coordinator, Match & Wood

Our industry is growing, but so is the number of clients each media agency professional is working across. That leaves little time to delve into what’s happening in the wider economy. Maybe that’s why agencies don’t sit in boardrooms with client CEOs. Bringing a fresh perspective as the least experienced media buyer in the room, Ashley Hill will examine how agencies can be better seen as a partner to growth, rather than a cost on a balance sheet.

INSPIRATION X Melbourne

Swipe right for consumer insight: why dating apps are the ultimate focus group

Annika Barrett, Senior Strategy Director, Carat

From ghosting to catfishing, and absorbing as many hours as a full-time job, dating via dating apps often sucks. But, as Carat Senior Strategy Director Annika Barrett will explain in this session, dating apps are the ultimate focus group – a bonus for media professionals and marketers.

INSPIRATION X Melbourne

The power shift: sustainability beyond the boardroom

Zoe Stanek, Associate Strategy Manager, Wavemaker

In a wake-up call to our industry, Wavemaker Strategy Executive Zoe Stanek will remind the MFA EX audience that while there is no shortage of ambition or intention in sustainability, there is a shortage of short-term personal action. Highlighting the latest statistics and offering actional steps, she will call on individuals at all levels – not just the boardroom – to deploy their power and influence.

INSPIRATION X Sydney

Friendship bracelets: 2024’s breakthrough media channel

Marine Turner, Group Strategy Director, EssenceMediacom

Swifties knew this all along! Learn how friendship bracelets meet four key criteria to emerge as a potent and versatile media channel. A highlight of this session will be a challenge to the audience to discover and leverage unconventional media channels within their own strategic endeavours.

INSPIRATION X Sydney

Your Client CEO is Just Not That Into You

Brittany Meale, Strategy Director, OMD
James Graff, Transformation Director, OMD

This provocative, hilarious and intoxicatingly liberating session will reveal why client CEOs are just not that into you and provide practical advice for agency professionals to transform their situationship with CEOs into a trusted relationship. Top of the list: become skilled at answering the CEO’s #1 question, “Why is this a good business decision?”

INSPIRATION X Sydney

What I Learnt from Speaking to The Kindest People on Earth

Zach Johnston, Planning & Connections Partner, Spark Foundry
Natalie Sareff, Strategy Director, Spark Foundry

A mind-expanding inspiration session with Spark Foundry’s Natalie Sareff, drawing on interviews with 5 of Australia’s kindest people, presenting insights on how they developed a culture of kindness and a life’s work around helping Aussies look after each other and society. The purpose: enlighten the industry and encourage us all to integrate these learnings into our jobs every day.

INSPIRATION X Sydney