IMAA reaches 80 members just 18 months after launch

The Independent Media Agencies of Australia (IMAA), the industry association for independent media agencies, has reached a total of 80 members since its launch in February 2020.

IMAA general manager, Sam Buchanan, said: “In less than 18 months, we’ve grown from just five agencies in the early planning stages to 80 members, and have become a truly national body, with member agencies in every state, and we’d like to welcome our newest members.”

All of the newly members of the IMAA agreed that the association was critical “in connecting independent agencies and promoting the importance of indies in the media landscape”.

Founders and leadership team

Buchanan was appointed as the first general manager of the IMAA in March this year.

He continued: “Our recent world first initiative to negotiate a trade credit insurance group deal for our members has piqued everyone’s interest as it saves our agencies tens of thousands of dollars in one of the biggest costs to their businesses. We have also consolidated our collective market power and capabilities with media owners and pitch consultants, and we’re now looking at training and education initiatives – we’re excited for what’s to come in the era of the indies.”

The newly joined members are: Adunion Audience Precision, Awaken Balmer Agency, Bonfire Claxon, Cole Media Digital Crew, Equality Media Glide Agency, GDR Media Group Hotglue, Gravia Jarvis, Impressive One Media Co, Merged Media Saint Mob, Oxygen 360 Shell Media, Seed Advertising Taska Media, Shines Digital The Tilt Agency, The Advertising Room This Is Flow, The Way Agency White Lab Media, and Thump Media.

IMAA’s Sam Buchanan

Media and content agency HotGlue founding partner, Lewis Hearn, said: “We are proud to be partnering with the IMAA to help support and promote the importance and continued growth of independent media agencies across Australia.”

Digital performance agency Bonfire founder and CEO, Clay Cook also added: “As a proudly independent digital performance agency in the world’s most isolated capital city [Perth], the value of industry collaboration can’t be underestimated. We look forward to contributing and advocating the values of independent agencies, at a time when we’re the ones pushing the boundaries and setting the benchmark for client engagement and campaign performance.”

Audience Precision global CEO, Haydon Bray, said: “I have established and operated successful independent agencies for many years, however we have not had the opportunity, until now, to have a unified voice and to use our collective size to position indies as a force to be reckoned with in the industry and a great choice for clients. We’re excited to become a member of the IMAA and look forward to getting involved in many initiatives.”

Benefits for members include 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, The Network One.

The IMAA also negotiated a trade credit insurance group deal for its members in April, adding financial protection for independent media agencies.


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