More than 2,000 people will come together across two cities, in Melbourne on Wednesday 9 September and Sydney on Thursday 24 September, for two days of fresh thinking and industry‑wide inspiration.
The theme of MFA EX 2026 is Rewired for Change, a theme OMA and MOVE CEO Elizabeth McIntyre says reflects the momentum across the Out of Home industry.
“The agency landscape is evolving at an incredible pace, and Out of Home is playing an increasingly important role in that transformation,” she said.
“With the growth of digital Out of Home, the launch of MOVE and Australian creative leading the way on the world stage, being part of MFA EX is about more than simply attending another industry event.
“It is an opportunity to connect with the people shaping the future of media, share what is happening across Out of Home and, importantly, listen and learn from the broader agency community.
“The launch of MOVE has given the Australian Out of Home industry a common currency for measurement, helping make the medium more accountable, data-driven and easier to plan alongside other channels.
“In many ways our industry has used 2026 to ‘rewire for change’ so we feel a real connection with the theme of this year’s event. Events like this give us the chance to understand where the wider media industry is heading and consider how Out of Home can help lead that change.”
Visit the OMA at MFA EX
OMA will activate at both MFA EX events with MOVE to Win, a playful claw‑machine experience offering attendees the chance to win Out of Home‑inspired prizes, including a family Roar and Snore experience at Taronga Zoo.
Attendees are encouraged to visit the OMA team to learn more about MOVE, connect with industry peers, and try their luck at winning one of several prizes celebrating the creativity, scale and impact of Out of Home.
-
Terms and conditions apply. Full prize details and T&Cs will be available at each event.
