The new president of the MFA, Starcom national chief operating officer John Sintras, has vowed to lift the profile of Australia's media agencies and secure a more active participation on industry initiatives.
"The overriding issue is really to ensure that the media agencies can be seen to continue to add value to the system rather than become bottom of the food chain members, Sintras said.
Sintras was elected to replace Peter Cornelius as MFA president at the body's annual general meeting this month.
Television ratings measurement turned into a debacle last year as networks warred over which system to use. Sintras said the MFA was already in talks with research company OzTAM about forming a joint discussion committee to guide future changes in ratings reports.
In addition, Sintras said the MFA would establish a dedicated industry research committee and improve dialogue with other industry bodies, the Advertising Federation of Australia and the Australian Association of National Advertisers.
