IMAA announces 50 members have signed on in its first year

The Independent Media Agencies of Australia (IMAA) has announced it has hit the 50-member milestone within its first year of operation.

The national, not-for-profit industry association for the independent media agency industry welcomes several new members including Growe Media, Connected Digital, The Advertising Works and BCM.

Phil McDonald (BCM), Connected Digital, Victoria Rowe (Growe Media), Chris May (The Advertising Works)

IMAA Chairman Dominic Pearman said it was pleasing to pass the milestone, which shows that there is a growing desire for independent agencies to work together and have a voice.

“It was 16 months ago that the initial five independent agencies met to determine how best to structure the IMAA and after eight months of planning, the IMAA was launched in February this year with 20 agencies,” he said.

“We are extremely pleased to announce today we have 50 agency members from all around Australia representing around 800 employees within the advertising industry.

“The IMAA now has a very diverse membership with the common trait being 100% independent and Australian owned.”

Representatives from the new members spoke of the value of having a combined independent voice for independent agencies

Growe Media founder and media director Victoria Rowe said; “I am grateful for the opportunity to join this group of passionate marketers who are deeply invested in driving the best possible results for clients.

“With collaboration and trusted partnerships between like-minded independent agencies, we have the opportunity to support top tier advertisers and drive local Australian agencies to the forefront of innovation. The IMAA offers more than a membership, it’s a movement, and together we can help rebuild the Australian economy.”

Connected Digital founder and director Laura Barnes said; “We are excited to join the IMAA to further connect and collaborate with like-minded agency leaders.

“We appreciate the IMAA championing the benefits of working with independent agencies, and we are pleased to add to the powerful collective voice in market.

“We believe that independent marketing agencies can be the best choice for big brands. We pride ourselves on offering big agency smarts and experience combined with small agency innovation and flexibility.”


The Advertising Works managing director Chris May said; “All independent agencies can add as much value to clients as large ones. Joining together and sharing ideas, thoughts and challenges can only enhance the value we can offer.”

BCM partner and managing director, Phil McDonald, said; “Joining the IMAA is just part of that ongoing commitment to being an independent media company. It really is exciting to join a group of like-minded media and advertising professionals across Australia.

“We are already benefitting from sharing learnings and helping to add to the strong voice of the many strong independent, Australian owned media agencies. We firmly believe the future of media here is Australian owned and being independent and we are very excited to be part of the IMAA.”

Members of the IMAA become part of a formalised network of industry leaders, and have access to a code of conduct, staff training, pitch support, IMAA certification and membership of the world’s largest independent agency network; thenetworkone.

The member milestone comes just a month after the IMAA announced new media partners including Spotify, Kargo, EMX and Quantcast.

“Raising the profile of independents is highlighting the enormous benefits indies deliver to clients and the importance of indies in the media landscape,” Pearman added.

“One of the greatest achievements has been to see our members help each other throughout the COVID period.

“We greatly look forward to what the next 12 months holds for the IMAA with the new leadership team due to take over early next year and make 2021 the ‘Year of the Independent’.”

A full list of IMAA members can be viewed here.


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