Media Federation of Australia Appoints New Chair and Deputy Chair

Why It Matters

The leadership overhaul positions the MFA to drive cultural change and industry cohesion at a time of rapid media transformation, influencing agency practices and policy advocacy across Australia.

Key Takeaways

• Aimee Buchanan becomes MFA chair, replacing Mark Coad.
• Imogen Hewitt named deputy chair, succeeding Virginia Hyland.
• Both have six years board experience at MFA.
• Chris Ernst joins board, filling Fiona Johnston’s seat.
• Leadership pledges focus on inclusivity, culture, industry growth.

Pulse Analysis

The Media Federation of Australia serves as the collective voice for the nation’s media agencies, shaping standards, advocacy, and talent development. Appointing Aimee Buchanan and Imogen Hewitt—executives with deep agency roots and board tenure—signals a continuity of experience coupled with fresh strategic energy. Their dual roles reflect a deliberate effort to blend operational insight from WPP and Publicis‑Groupe networks with a broader industry perspective, positioning the MFA to navigate the evolving media ecosystem.

Australia’s media landscape is confronting accelerated digital disruption, heightened data privacy scrutiny, and a shift toward programmatic buying. Under the new chair and deputy chair, the MFA is likely to prioritize initiatives that bolster inclusive workplace cultures, upskill emerging talent, and foster collaborative frameworks between agencies and brands. By championing diversity and trust, the federation can address talent shortages and reinforce the sector’s credibility amid consumer demand for transparency.

For advertisers and agency partners, the leadership transition offers a clearer roadmap for industry standards and policy engagement. The addition of Chris Ernst from Dentsu adds a practice‑focused voice that can bridge creative and media planning disciplines. Collectively, this refreshed board is poised to influence regulatory dialogues, promote sustainable media investment, and drive a unified response to market challenges, ultimately strengthening Australia’s competitive edge in the global media arena.