Are we overlooking one of advertising's most powerful agents of change? | MFA EX 2026 Keynote

Rhonda Locke, CEO of Deafness Forum Australia Marine Turner, Sydney Head of Strategy, EssenceMediacom Alice Charlton, Head of WPP Media Partnerships and Addressable Content - National Are we so obsessed with the next big thing that we’re overlooking one of the most powerful agent of change already in our hands? In this session, Marine Turner, Alice Charlton and Rhonda Locke will challenge the industry to rewire the humble Spec Sheet and make sound-agnostic creative the new standard. Demonstrating the profound impact of the first step they’re advocating for – adding subtitles – they’ll also reveal how greater accessibility can be built into asset requirements from the start to drive greater business impact for all campaigns. Because accessibility isn’t an add-on: it’s a must-have for effective, relevant advertising in modern Australia. You’ll leave with a universal Rewired Spec Sheet designed to make future assets accessible to more people, driving greater effectiveness.