IMAA calls on WA Brands to back local agencies

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IMAA calls on WA Brands to back local agencies

The IMAA, Australia’s national body representing independent media agencies, is calling on West Australian brands to support local independent agencies as a real alternative to working with others where profits go offshore and not into the local economy.


Since launching in 2020, the IMAA’s mission has been to promote the benefits of working with independent media agencies, particularly as the number of indie agencies nationally continues to grow. For WA brands, independent agencies offer a more hands-on business approach, with senior expertise, specialised partners who bring a unique and objective lens to client challenges, and a nuanced understanding of the local market.

Additionally, indie agencies are often owner-operated, meaning senior people are working directly with clients, providing a wealth of industry experience and knowledge. This model also allows indie agencies to be flexible, agile and innovative with their thinking, better able to respond to change, and drive tangible results.

A key part of the IMAA’s work has also been to highlight indie agencies’ significant contribution to the Australian economy. Indies are 100% Australian-owned, meaning profits stay in Australia, and are critical in bolstering the national economy, providing local jobs and directly contributing to the WA economy.

The IMAA has helped level the playing field for independent agencies nationally, with a number of initiatives, including its landmark IMAA Academy and its group deals.

IMAA’s CEO, Sam Buchanan (pictured right), said: “There’s a misconception amid West Australian brands that working with local independent agencies is a ‘risk’, and it’s just not the case. Over the past 12 months alone, independent agencies nationally have dominated, winning dozens of major client accounts from multinational agencies. It shows that there is definitely an increased appetite for the indies.

“Clients across all verticals and sizes, including some of Australia’s most well-known brands, are seeking out partnerships with indies, because of their ability to deliver and the superior level of service – they know their business is always a priority and it’s being managed by highly experienced industry professionals.”

Longreach, Partner, Angela Nutton (pictured middle), said: “We really want WA brands to understand independent agencies bring a variety of ideas and experience to the table. We’re also supported by the IMAA and its ongoing efforts to upskill, educate and promote independent agencies, so they know they’re working with an agency that’s committed to professional development and growth.”

Mentor Marketing, Director, Amanda Reid (pictured left), said: “Now is the time for WA brands to reconsider their media strategies and utliise their local independent media agencies. We’re incredibly proud of our agency’s ability to deliver for our clients, respond to changes in the market and our unique offering. We love the fact that we can work closely with our clients and offer customised solutions – and our clients love it too. We’re excited to see clients valuing the experience, service and offering of an alternative to the large network agencies.”

For more information on the IMAA and its members, visit