The IMAA celebrates five years of championing Australian independent media agency sector

The Independent Media Agencies of Australia (IMAA), the national industry body representing independent media agencies, today celebrates its five-year anniversary and its groundbreaking efforts to champion indie media agencies nationally.

Launching just ahead of the COVID lockdowns with 20 founding members in 2020, the IMAA has gone from strength to strength, with more than 175 member agencies, along with 45 major media partners and support from several industry associations.

Along the way, the IMAA has introduced a series of industry firsts that have helped propel indie agencies on to major pitch lists and the ‘indie era’ zeitgeist.

The IMAA has remained true to its mission of promoting the benefits of working with independent media agencies, increasing awareness and respect for the sector, facilitating knowledge-sharing, and supporting 100% Australian-owned businesses to bolster the Australian economy. The IMAA is also dedicated to improving the media landscape, demonstrated by its Reconciliation Action Plan, Diversity and Inclusion Council, and status as a carbon-neutral organisation.

The IMAA Academy is one of the industry body’s key achievements and biggest investment to date. The industry-first, online, eight-module education program has trained hundreds of up-and-coming agency talent, working alongside major media organisations to deliver best-in-class education. Last year, the IMAA inked a partnership with SBS for a new inclusion training module, and the Academy was recognised at the 2024 LearnX global education awards, with four awards for its implementation and delivery.

Other key professional development initiatives delivered by the IMAA include its industry-first Female Leaders of Tomorrow Programme, now in its second intake, designed to address the equity gap for women in senior media roles with key industry leaders as mentors, and Pitch Chella, launched last year, to nurture the next generation of industry talent.

The IMAA’s broader industry advocacy work has also been a key achievement for the organisation. Over the past 12 months, the IMAA has worked tirelessly to challenge Federal and State government legislation around government master media account tenders, calling for a bigger seat at the table and a fair go for Australian owned indie agencies.

The IMAA has also worked closely with brands and the wider Australian media and marketing sector to help them better understand the indie offering and its value. These efforts have resulted in a greater representation of indies on client pitch lists and winning blue chip clients.

Levelling the playing field for the independent media sector has been a priority for the IMAA since its inception, as it focused on ways to improve operations for agencies. In 2021, the IMAA signed a world-first trade credit insurance group deal, which has saved members up to 78% on their trade insurance policies. It has also inked more than 60 additional group deals for members, spanning HR, data, research, out-of-home verification, coaching and more.

The IMAA has also established critical overarching governance for the sector, introducing AI Principles to guide technology use, along with an industry-wide commitment to sustainability and charity.

IMAA CEO, Sam Buchanan, said: “Having had the chance to reflect on the past five years of the IMAA, it’s truly incredible just how much we have achieved as an organisation. From the outset, our mission was simple – to advocate for independent media agencies nationwide. Over time, that vision to raise the collective voice of the sector has diversified into many different initiatives and streams, which have all come together to transform the indie media agency landscape.

“On a personal level, I’m extremely proud of our ongoing commitment to learning and development. Education has always been the top priority for our members, and we’ve responded with groundbreaking initiatives like our highly successful Academy and Female Leaders of Tomorrow Programme. To see these projects become an integral part of professional development for the media sector nationally is a testament to the quality of their delivery and results. I’m looking forward to the next five years and beyond of the IMAA and the independent media agency sector – it’s going to be transformative.”

IMAA Chair, Jacquie Alley, said: “Today is an important day for the IMAA, as we celebrate five years in operation. Our focus has always been on collaboration, providing an environment for indie agencies to come together to tackle the unique challenges they’d often faced alone. Over the years, we’ve seen our efforts expand to advocacy work, while also laying the governance foundation of sustainability, DE&I and reconciliation for our members.

“Most importantly, we’ve achieved our goal of fundamentally changing the media landscape – we’ve given a voice to the independent media sector nationally, which has been felt on a global scale and replicated, with the establishment of the IMANZ in New Zealand.

“As we celebrate this milestone, we look to the future – we’re now focused on taking the IMAA to new heights, with a renewed mission to influence change and growth across the entire industry. I’m incredibly proud of what the IMAA has become.”

The milestone coincides with the organisation’s Indie-Pendence Day conference, which will be held today in Sydney.

First image – IMAA Board L-R: Phil McDonald, Michael Petersen, Jacquie Alley, Melissa Roberts and Steve Fagan