On the 3^rd of October 2024, the AMF held its first inaugural event aimed at bringing media owners and agency partners alike together to provide an update on the role that the AMF plays within the media industry, whilst also highlighting some of the initiatives that the AMF has undertaken over the past few years and what the industry can expect from this body in the near future.

The event was hosted at the TBWA/Hunt Lascaris building in Sandton, with more than 30 attendees from across the media owner and media agency landscape. Chairperson of the AMF, Koo Govender, kicked off the event by providing an overview of the role that the AMF plays within the broader South African media landscape, the mandate that the AMF board has from amongst its member agencies, introducing who constitutes the AMF Board and lastly showcasing the various industry committees and AMF led initiatives that have taken place in the past few years.

This was followed by a short overview by the AMF board members who lead the various committees within the AMF, highlighting some of the key projects that the AMF has embarked on such as Project Mentor and how these ultimately work to the benefit of all partners and clients involved. These overviews provided an opportunity for those in the room to have honest and robust discussions about the state of play within the South African media agency and media owner landscape and how collectively we can work together for the betterment and sustainability of the media industry into the future.

The event was then closed off with a networking session and commitment from both the AMF and the broader industry to collaborate more on initiatives that will revitalize our industry. This is a first of many updates and forums to be held by the AMF in a bid to bring the work and contribution done by member agencies to the fore and provide a platform for continued collaboration with our media partners.

You can read more about the role, mandate and committees of the AMF on our website – https://amf.org.za/

We hope to see you at the next one.