The indie ascendency: IMAA celebrates 5 years of championing independent media agencies

The Independent Media Agencies of Australia (IMAA), the national industry body representing independent media agencies, is celebrating five years of driving change and elevating the role of indies in the Australian media landscape.

Launched in 2020 with just 20 founding members, interestingly just weeks before Covid-19 lockdowns, the IMAA has rapidly expanded to more than 175 member agencies, 45 major media partners and key alliances with industry bodies. 

Over the past five years, the organisation has spearheaded a series of industry firsts, strengthening indie agencies’ presence on major pitch lists and solidifying their position in the market.

The IMAA has remained committed to its core mission of promoting the benefits of independent media agencies, increasing awareness and respect for the sector and supporting 100% Australian-owned businesses. 

It has also played a critical role in improving the industry through initiatives such as its Reconciliation Action Plan, Diversity and Inclusion Council and becoming a certified carbon-neutral organisation.

A key milestone has been the launch of the IMAA Academy, the industry’s first eight-module online training program, developed in partnership with media organisations. Since launching, the Academy has trained hundreds of agency professionals, setting a new standard for education in the sector. In 2024, the program expanded with an inclusion training module in collaboration with SBS and received four awards at the LearnX global education awards for its impact and execution.

The IMAA has also introduced other professional development initiatives, including the Female Leaders of Tomorrow Program, now in its second year, aimed at closing the equity gap for women in senior media roles. Additionally, Pitch Chella, launched in 2024, is designed to nurture the next generation of media talent.

Beyond talent development, the IMAA has been a vocal advocate for the independent sector. 

Over the past year, it has actively lobbied federal and state governments to ensure indie agencies have fair access to government media contracts, calling for a more equitable tender process. 

The IMAA has also strengthened industry relationships by educating brands and marketers on the unique value of indie agencies, leading to increased representation on pitch lists and more blue-chip client wins.

Since its inception, the IMAA has focused on levelling the playing field for independent agencies. In 2021, it negotiated a world-first trade credit insurance group deal, delivering savings of up to 78% for members. It has also secured more than 60 additional group deals covering HR, data, research, out-of-home verification, coaching, and more.

As part of its governance leadership, the IMAA has implemented AI Principles to guide technology use in the industry and reinforced its commitment to sustainability and charitable initiatives. 

“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,” IMAA CEO Sam Buchanan said. 

“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.”

IMAA Chair Jacquie Alley added the industry body’s focus has always been on collaboration and providing an environment for indie agencies to come together to tackle the unique challenges they’d often face alone. 

“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.”