IMAA adds nine new indie media agencies to membership base

Independent Media Agencies of Australia (IMAA), the industry body established earlier this year, has welcomed nine indie media agencies to its list of members.

Alchemy One, Indago Digital, Leonards Advertising, The Media Precinct, Mentor Marketing, Next & Co, Oddfish Media, Pivotus, and Valore Media have signed on to support the IMAA’s mission of building the reputation of, and collaboration between, local independent media agencies.

Indago Digital managing director, Gary Nissim, claimed that “independent agencies are continuing to provide better service, results and value for money than the agency groups”, while Alchemy One MD Joel Trethowan added that independent agencies’ “service, passion and dedication” are their competitive advantage.

“We believe and continue to see that independents are the future of the industry as more than ever clients are looking for passionate individuals they can work with end-to-end, who they can trust and connect with in the way of a partner, not a vendor,” Trethowan said.

As members of the IMAA, the agencies will have access to a network of industry leaders, code of conduct, staff training, pitch support, IMAA certification and membership to the world’s largest independent agency network, The Network One, which the IMAA formed an alliance with earlier this month.

“Never has the time been better and the urgency as great for an association of independent media agencies in Australia,” Leonards Advertising CEO, Kate Faithorn, explained.

“By banding together through the IMAA, indies are able to have a collective voice, shared intelligence and maintain a vital position in servicing Australian businesses in an age of multinational holding companies and dramatic media ownership changes.”

Mentor, Next & Co, and Pivotus also released statements emphasising the potential of the IMAA, and their excitement at being part of the network.

“‘Like attracts like’ and the IMAA does exactly that; provides an exciting opportunity for likeminded agencies to come together, support each other and work collaboratively,” Mentor’s marketing director, Amanda Reid, said.

Pivotus’ CEO, Michael Petersen, added: “I applied to join the IMAA because being an independently owned and operated digital ad agency comes with a few negatives alongside the many positives.

“One negative is that unless we’re well networked in the industry and avid learners, we’re destined to repeat the mistakes of those that have been where we’re planning to go. I see the IMAA as an opportunity for us to connect with those with ‘been there, done that’ experience. It’s an opportunity to smooth the road ahead for myself, our team and our clients.”

The IMAA launched in February with 20 founding members, including Hyland, The Media Store, Sandbox Media, Pearman Media and Kaimera.

The IMAA’s inaugural management committee (L-R): Dan O’Brien, Sam Buchanan, Dominic Pearman, Nick Behr and Ant Colreavy

“The IMAA now has members across Australia, as the independent media agency sector continues to thrive,” the body’s leadership team said.

“We’ve already been able to offer our members some great benefits, including our series of COVID-19 webinars with experts and the media, and we have some exciting plans ahead. We would like to welcome our newest members and look forward to their input.”


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