The Media Federation of Australia (MFA) has released an updated edition of The MFA Guide, a comprehensive resource for professionals in the media agency industry.

The guide, penned by 22 experienced media agency professionals, covers all aspects of the industry, from the workings of agencies to an in-depth analysis of each channel. It is intended to serve as an essential resource for those new to the media industry.

The updated guide includes new sections on influencer marketing, gaming, experiential, and evolving audio platforms. It also features recent case studies of effective campaigns. Originally developed for the tertiary sector, the MFA said its Guide has grown in relevance and value for media owners, clients, lecturers, and students.

"In a dynamic and constantly moving media landscape, media agency employees need to know more than ever before. Packed with the latest developments across channels, audiences and marketing needs, The MFA Guide provides the ultimate foundational knowledge for anyone working in the media industry," said Linda Wong, MFA Director of People. "For newcomers, it offers a comprehensive understanding of the purpose and value of media agencies, as well as the vast array of career opportunities available to them."

Group Marketplace Director at EssenceMediacom, Katherine Pochroj, also praised the guide. "The new MFA Guide is a great resource covering channels, audience insights, and more. Particularly for those just starting in media, it’s a solid overview of the critical role and significance of media agencies and the amazing industry they have joined."

The MFA, a non-profit organisation established in 1997, represents over 90% of all media billings placed by media agencies in Australia. The updated MFA Guide can be accessed on the MFA website.