60% of indies reported growth in revenue from 2020 to 2021: IMAA

The Independent Media Agencies of Australia’s (IMAA) fourth Pulse Survey has reported the “resilience” of the sector in 2021, as it stated 60% of independent media agencies have shown revenue growth from 2020 to 2021.

The industry body said that its member agencies are predicting further growth into 2022, as 89% expect their business to grow in 2022.

IMAA general manager, Sam Buchanan said: “The IMAA Pulse Survey results demonstrate that our members have been able to snap back quickly from lockdowns and the economic effects of the pandemic to achieve growth and great successes for their clients.”

Sam Buchanan

“It’s a sign of good things to come in 2022 – we know many agencies are planning on investing in additional staff and expect media spend to increase so I’m excited for the year ahead and what it’s going to bring for independent media agencies across the country.”

The report said most indies intend on investing “heavily in multi-channel digital buying in 2022”, with 67% indicating it would be a major part of media strategy. The three biggest channels of growth into the next year are expected to be CTV/BVOD, video and social.

85% of agency respondents also predict ‘considerable’ or ‘light’ growth in the new year, with 89% expecting to add new staff in the next 12 months.

The survey was conducted in November, and happens twice a year.

Respondents stated that 58% of indies have a work from home or mixed office and working from home model currently implemented.

The IMAA reports that the ‘great resignation’ is not set to affect Australian indies, with 87% “planning on staying with their current agency”, yet the present talent pool is ‘poor’ or ‘very poor’ according to 59% of respondents.

GroupM, Zenith and IPG’s Magna have all released global forecasts for 2022 in the past two days.




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