IMAA launches Diversity Council to educate and normalise inclusive workplaces

The Independent Media Agencies of Australia (IMAA) has launched its Diversity Council, in order to educate and empower its members to normalise diversity and inclusion in workplace environments.

The industry body for independent media agencies, which has over 100 members now, will facilitate resources, training, and other initiatives for the members, as well as leadership training on the value of diversity and inclusion.

IMAA’s Diversity Council

It will be chaired by chief operating officer at The Media Store and IMAA board member, Jacquie Alley.

Alley said: “Diversity and inclusion is a deeply personal and emotive workplace topic. Our goal as the IMAA Diversity Council is to be respectful of this and to provide resources, training, and events to cater for member agencies, wherever they are on the journey.

“Alongside ten committed colleagues, our mission is to demonstrate the value of embracing a diverse and inclusive workplace with the goal of taking D&I from niche to normal within IMAA agencies.

Alley acknowledged that there is hope at some point there will be no need for such a council within the industry.

“Indies are often known for their great cultures, so we have a solid foundation to build upon. We are excited to lead the way.”

General manager of the IMAA, Sam Buchanan

Alongside Alley, on the council will be The Media Store’s Aliya Hasan, Half Dome’s Tom Curtain, Affinity’s Angela Smith, Impetus’s Janet Boey, Kaimera’s Stewart Gurney, MediaSmiths’ Angela Smith, In Marketing We Trust’s Selina Gough, Customedia’s Jacqui Ollevou, and the IMAA’s Sam Buchanan and Bec Coulson.

The “four key pillars” of the council are: “cultural diversity, age, and gender, LGBTQI+, and ability and accessibility”. The aim is to make all staff feel valued and be treated fairly, regardless of age, cultural background, sexual orientation, gender, or disability, according to the IMAA.

The IMAA will also partner with JCDecaux on International Women’s Day on 8 March, for an industry breakfast, featuring guest speaker, Jelena Dokic.

At the end of 2021, the IMAA reported that 60% of independent media agencies have shown revenue growth from 2020 to 2021.



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