The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, has hit its biggest milestone yet reaching more than 100 members in under two years.
The independent sector represents approximately $2.5 billion in media expenditure and IMAA member agencies employ more than 1,000 people that all contribute to the Australian economy.
The latest new members include Perth’s Longreach Media. Three other Perth-based companies are members – Bonfire, Mentor Marketing and The Glide Agency.
IMAA General Manager, Sam Buchanan (pictured), said: “In under two years since our launch, we’ve grown from just five agencies to 100 members, and reaching this number makes us a strong and influential industry association. All agency applications are evaluated before being approved as IMAA members and all have scale and clout.
“I’d like to warmly welcome our newest members at a time when the IMAA is really making an impact. We’re excited for what’s to come with big plans in 2022 in the era of the indies.”
The new agency members agreed the IMAA was critical in connecting independent agencies and promoting the importance of indies in the media landscape.
AFFINITY CEO, Luke Brown, said: “Never have we experienced such a dynamic, engaged and progressive group of thinkers in the IMAA and its members. This is no accident really given the type of people attracted to starting or being part of indie agencies: we love to challenge the status quo. Gone are the days where scale of buying matters, in fact quite the opposite. Larger groups can struggle to scale the thinking and that’s where the indies shine. The IMAA is the perfect platform at the perfect time where marketing is looking to do things differently, being more strategic and effective.”
KWM Media Group Managing Director, Kerry Walters, said: “Being in my fourth decade in advertising and celebrating 21 years with our own agency this year, I felt it was time to embrace an association that centred on independents and all they stood for. I have been blown away with the educational support and promotion of our sector.”
Alpha Digital CEO, Sam Wood, said: “We’re thrilled to join the IMAA and the many independent Australian agencies doing amazing work. Some of the strongest work and best client outcomes come from indies, and we can’t wait to advocate for those agencies as part of the group. The world of marketing now demands more adaptability which fits the skillset of indie agencies and having a networked capability through IMAA allows independents like us to continue delivering for some of Australia’s biggest brands.”
The IMAA’s members can be viewed here.
IMAA members receive a range of benefits including connection to a formalised network of industry leaders, a code of conduct, staff training, pitch support, IMAA certification and membership of the world’s largest independent agency network, thenetworkone.