The Visual Media Association (VMA) has re-appointed its CEO, Kellie Northwood, to lead the association for the next five years.
The VMA will also return to its former head office in Mulgrave next year, which it will also open for members to use.
Northwood has been CEO of the VMA since The Real Media Collective, of which she was CEO, merged with the Print & Visual Communications Industry Association two-and-a-half years ago.
She has been the most prominent advocate for print this century, well known in Canberra, able to to connect and engage, achieving major wins for an industry. Her ability to identify key commercial issues impacting print and printers, and then create cohesive solutions, has been well regarded.
Kevin Pidgeon, president, Visual Media Association, said, “Kellie has been a pivotal leader throughout the industry in various roles over the past twenty years. As the board looked to building our strong strategic focus for members and the broader industry into the next chapter of the Association’s history, we saw no better leader than Kellie to appoint.
“From her lobbying and advocacy achievements to member growth and improvement of the financial performance of the Association throughout the merger, Kellie is someone recognised by our members who truly fights for them whilst building commercial programmes to assist their businesses.
“I am proud of the board’s endorsement of this contract and am confident it will be welcomed, by not only our members, but our industry.”
Northwood has worked across the industry in sales, sustainability and strategic roles, beginning her career with Moore Business Systems, then moving to Finsbury Green and Geon, before taking on Association roles campaigning for the environmental credentials of paper and print with retailers, government and brands under Two Sides Australia. Following this was the catalogue and publishing sector representation with her appointment as executive director for the Australasian Catalogue Association and Australasian Paper Industry Association.
Northwood has achieved a Treasury Consultation across paper billing fees, implemented incentive discounts with Australia Post during Covid, launched the only industry-led promotional campaign of print media (VoPP), reinstated the Sustainable Green Print standard, providing a compliant and affordable environmental scheme for the industry, and successfully lobbied against waste paper export bans and fibre-based packaging regulations for industry, as well as merged four entities together with the recent PVCA and TRMC being the final catalyst to a clear vision of a united industry.
Northwood said, “I am delighted to have the opportunity to continue working with the industry association. I thank the Board for their endorsement and support, however, most importantly for their inspirational and brave vision for the Association.
“To our members, your support and insights are what drives and assists me in building strong outcomes and deliverables for your businesses.
“Ours is an innovative, resilient, and intelligent industry which I believe is stronger when we stand together as the largest manufacturing employer across the country. I feel privileged to have the opportunity to ensure your industry body is delivering for you.”
The return to the Mulgrave head office will house the VMA team, and offer training and meeting room facilities to host information sessions for members, emerging talent, graduates, apprentices, and more throughout the year. The facility will also provide VMA members access to hot desks and sales spaces, facilitating greater member engagement.
“The relocation is more than a physical location, it's about creating a ‘home’ for the industry once more - a place where members can connect, collaborate, and share knowledge. Returning to the Mulgrave facility symbolises a commitment to using Association assets for the best outcome for members and industry,” commented Northwood.
Formerly the Printing Industries Association of Australia (PIAA), then the Print and Visual Communication Association (PVCA), the association had its head office in the Mulgrave premises, which was paused during Covid. Following the merged evolution of the VMA, there has been a key focus on building a united, inclusive, and modern organisation dedicated to advancing the interests of its members and the industry at large, the VMA reports this as one of the steps in achieving that.
“We welcome our fellow industry associations also to use the facilities, whether as office spaces, industry events, meeting rooms or hot desks. VMA firmly believes working together, united and not duplicating expenses, to strengthen delivery for members and industry is key to all our future successes,” said Northwood.
The move aligns with the VMA’s broader mission to deliver strong advocacy, training programmes, and industry-specific resources that empower all of the industry. It is understood VMA has been presenting to fellow Associations across the industry, advocating for improved collaboration and inviting them to work more closely together.
