MFA Sets Standardised Benchmark For Digital Proficiency In New Program

MFA Sets Standardised Benchmark For Digital Proficiency In New Program

The Media Federation of Australia (MFA) has announced the launch of a new, industry recognised, digital training program called the MFA Digital Foundations Certification Program.

The program is a first for Aussie media agencies, and aims to set a standardised benchmark for basic digital media proficiency, and will be rolled out across all MFA member agencies.

It will ensure members can tick the boxes on understanding the digital landscape and its broad terminology, the planning and trading models, and the evaluation and measurement metrics of key channels.

“We’re thrilled to be launching this program to market,” MFA CEO Sophie Madden said. “With so many new graduates entering the industry every year coupled with the rapid pace of change in this sector, setting an industry standard for basic digital proficiency is essential.

“All our member agencies agree, and have committed to make this a mandatory requirement for all staff with less than 12 months’ experience. As a result, they’ll now have the assurance that everyone is fully equipped to handle the next stage of digital media growth.”

The program consists of two parts; Certificate One will focus on Paid Digital Media, and Certificate Two (due to launch in 2017) will look at Owned and Earned Digital Media. The program will be led by experts in the field, and course content will get a fresh every six months to keep up with industry trends.

Participates will receive professional certification upon successful completion of a rigorous two-hour exam, concluding the course, with the first exam to be held in Sydney, Melbourne and Brisbane in March 2017.

“This was a true collaboration between the MFA and all of the member agencies to create something that is going to benefit the wider industry,” chairman of MFA Interactive Committee and chief digital officer at OMD, Stuart Bailey said.

“It is rare to have such collaboration between competing brands where the individual companies’ needs are put aside in favour of supporting the greater good.”

The Interactive Committee is made up of members from OMD, Starcom MediaVest, The Media Store, Carat, Ikon, GroupM, Mediabrands, Maxus, MediaCom, ZenithOptimedia, and Magna Global.

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