IMAA expands member group deals with 11 new partners

Eleven new member group deal agreements have been made with Independent Media Agencies of Australia (IMAA) partners today across tech and data platforms, consumer insights, content marketing, industry software, marketing measurement, client relationship management, and a virtual receptionists company.

The new group deal partners are Criteo, EMX, GWI, Fabulate, AudioNET, The Spec Sheet, Marquee, Mutiny, The Client Relationship Consultancy, Data True and OfficeHQ.

The new agreements follow a series of group deal arrangements for IMAA members brokered last year offering savings on a range of industry reporting, training, and media tools. They included Nielsen, Roy Morgan, WARC, Amobee, consumer data business Fonto, and digital marketing training company Digital Brief.

The latest group deal agreements will offer independent media agencies access to a global media commerce platform for ad serving, a digital advertising marketplace and global consumer insights at a reduced group rate, allowing members to save up to 50% in some cases.

Sam Buchanan

IMAA general manager, Sam Buchanan, said: “These tools are invaluable for our members but often priced out of reach so being able to broker a group deal gives independent media agencies access to those tools and levels the playing field. It’s just another way we’re paving the way for independent agencies to effectively compete in the marketplace.”

Criteo head of agency and partnerships, Guillaume Dupont, said: “Criteo supports a fair and open internet, powered by the collective intelligence of many companies, which is why we are proud supporters of the IMAA and their initiatives for the market.”

Fabulate chief revenue officer, Ben Gunn, said: “As an independent Australian technology company, we are proud to be supporting other fellow Australian owned businesses. We exist for one purpose and that is to empower brands of all sizes to simply and effectively deliver amazing content marketing campaigns. This unique commercial arrangement with the IMAA and their agency partners unlocks exciting new creative solutions for their clients.”

GWI sales director, Thomas Berger, said: “GWI works with agencies all over the world to help them really understand audiences and consumers. There is such a great selection of independent agencies across Australia, doing really interesting work around audience insights – that’s why it made perfect sense to partner with the IMAA. We very much look forward to working with its members and supporting them in driving innovation in market research.”

EMX Victorian sales director, Deryck Wills, said: ‘’It’s been an absolute privilege to be a partner of the IMAA for the last year and a half, to be part of the amazing work that they have done for the independent agencies in such a short amount of time is truly outstanding. On behalf of myself and the EMX team we want to thank the entire team over at the IMAA for such great work and can’t wait to see what new initiatives they launch in 2022.’’

The group deals program follows the IMAA successfully negotiating a world-first trade credit insurance group deal for members. Trade credit insurance protects agencies from bad debts, including unpaid invoices, caused by client bankruptcy and receivership. The group deal will see its members save up to 75% in some cases.

The IMAA now has more than 100 members, who 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. More initiatives will be launched shortly.


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