IMAA partners with ThinkTV, CRA, OMA and Boomtown for industry initiatives

The Independent Media Agencies of Australia (IMAA) has partnered with several industry bodies, including the Premium Content Alliance, Commercial Radio Australia (CRA), Outdoor Media Association (OMA) and Boomtown, for a range of initiatives surrounding education, media sector updates and research studies into 2022.

This includes the launch of the IMAA academy, the education pillar for the industry body for members, which general manager of the IMAA, Sam Buchanan said is “a key focus for us in 2022, and our industry body partners will play an integral role”.

“One of the key pillars of the IMAA is to work collaboratively to realise the potential of independent media agencies. We share many common goals of improving our industry. Since our launch last year, we have received fantastic support from media owners so it’s a natural progression to start working more closely with media industry associations,” said Buchanan.

“We are looking forward to working closer together and building stronger partnerships to ensure indies are always up to date with the latest updates, research and initiatives.”

The non-for-profit body recently hit 100 members, with Buchanan telling Mumbrella that indies are seeing “some pretty strong numbers” in the run in to Christmas.

Commenting on the partnership, Premium Content Alliance CEO, Kim Portrate said: “Independent media agencies are invaluable partners of the Premium Content Alliance and our shareholders. The IMAA is creating vital opportunities for collaboration across the advertising marketplace in Australia and in the coming months we look forward to working together on a number of initiatives to continue to foster a vibrant and thriving community through agency education programs and events that bring us all together.”

ThinkTV is a sub-division of the Premium Content Alliance, after it merged with Media Works last year. Think News Brands (formerly News Media Works), and Think Premium Digital are also part of the body.

IMAA members

CRA CEO, Joan Warner, who is stepping down in 2022, said: “I congratulate the IMAA on an amazing job in bringing together the dynamic independent media sector with the media industry bodies. Australian-owned independents have an exciting growth trajectory, and we look forward to the many benefits this strategic partnership will bring to IMAA members, their clients and the radio industry.”

OMA general manager, Kylie Green, said: “We’re lucky in Australia to have a robust and diverse independent media sector brimming with talented people that bring entrepreneurial mindsets and challenger attitudes to the table. It’s this bold thinking and flexible approach to finding solutions that mean independents routinely punch above their weight to deliver big impact for their clients.

“We also know that the whole is greater than the sum of its parts, which is why partnering with the IMAA provides the best forum for us to share the latest out of home initiatives and gain insight into how the outdoor industry can better meet the needs of indie agencies. Collaboration is at the heart of how indies deliver results. I think we can do a lot of great things together by tapping into that spirit.”

SCA chief sales officer and Boomtown chairman, Brian Gallagher, said: “The Boomtown collective applauds the work the IMAA’s doing and the value and importance of independent agencies within our industry. We also share a thirst for challenging the status quo, so we look forward to partnering with the IMAA in what’s shaping up to be a very big 2022 for regional media and indies alike.”

Last month, in support of Mental Health Awareness month, Energx partnered with industry charity, UnLtd, Never Not Creative, and the IMAA to provide free mental health training for small companies and freelancers.


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