IMAA forms alliance with world’s largest independent agency network
Newly-formed industry body for independent media agencies, Independent Media Agencies of Australia (IMAA), has formed an alliance with The Network One, the world’s largest independent agency network.
The alliance will see IMAA members also become members of The Network One, with access to member benefits such as free inter-agency staff exchange, member events, newsletters, reviews, networking, and information sharing.
“The IMAA was established as a not for profit industry association that gives the thriving independent media agency industry a collaborative voice and supports Australian owned businesses. The alliance with thenetworkone allows our members’ access to a fantastic global resource of a range of independent agencies,” IMAA chairperson Dominic Pearman said.
“There are many benefits for advertisers to work with independent media agencies, one of the most important being the depth and longevity of experience they provide and staff consistency and stability. Specialist skills from around the world and knowledge sharing capabilities will now also be at our fingertips.”
In a statement, the IMAA explained The Network One can facilitate agency partnerships should IMAA members require help in other disciplines, either locally or in other markets. Bespoke networks of ‘go-to partners’ are a possibility for specialist agencies, such as those that focus on healthcare and require a depth of knowledge.
The IMAA’s inaugural management committee (L-R): Dan O’Brien, Sam Buchanan, Dominic Pearman, Nick Behr and Ant Colreavy
“We are excited to be working with the IMAA and providing its members with access to hundreds of potential best-in-class partner agencies around the world to learn from, share and collaborate with,” said The Network One director, Paul Squirrell.
“We truly believe that an agency no longer needs to own all the resources that a client might require to deliver a media campaign. Instead, why not just seek out the best partner and solution for a particular project? This is a network on-demand and, it works because independent agencies are naturally curious and collaborative.
“By building a relationship with the IMAA and its members, thenetworkone hopes to encourage inbound business activity to Australian media agencies and also empowering those same agencies to compete for, win and deliver international media assignments. We are looking forward to working together.”
The Network One has 1,200 member agencies across 109 countries, and says it “enables independent agencies to compete effectively with the major communications holding companies and consulting businesses”.
The alliance’s first initiative together will be a member webinar for Australian members this Wednesday, 6 May, at 4pm, in which Squirrell will explain the Network’s resources and benefits.
The IMAA recently hosted its own webinar series across a number of weeks for members. The Network One’s series ‘Webinar Wednesday’ will also offer members presentations on topics such as leading an agency through a crisis, and finding new business.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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