Independent Media Agencies of Australia, new industry body for indies, launches with 20 founding members

Independent Media Agencies of Australia (IMAA) launches today, a new, national industry association with 20 founding members including Hyland, The Media Store, Sandbox Media, Pearman Media and Kaimera.

The founding members said the IMAA recognises that independents drive a quarter of ad spend, worth $2.5bn. Its purpose will be to promote the benefits of working with Australian-owned indie media agencies and build respect for them, promote collaboration between indie agencies, and create a verified platform for reputable and established independent media agencies.

Working with independent media agencies means working directly with owners, accessing care and flexibility, and building the local economy by engaging locally-owned businesses, the IMAA said.

The first annual committee (L-R): Dan O’Brien, Sam Buchanan, Dominic Pearman, Nick Behr and Ant Colreavy

An all-male five member management committee will be in place for the first year, comprising Pearman Media’s Dominic Pearman, Sandbox Media’s Ant Colreavy, Frontier Australia’s Dan O’Brien, Kaimera’s Nick Behr, and McKenzie Partners’ Sam Buchanan. Other members will be rotated into the committee annually.

“One quarter, or more than $2.5 billion in advertising expenditure, is represented by Australia’s independent media agencies. Collectively, we act for some of Australia’s best-known brands and our agencies are led by industry experts and leaders,” Pearman, the IMAA’s first chair, said.

“There are many benefits for advertisers to work with independent media agencies, one of the most important being the depth and longevity of experience they provide and staff consistency and stability. We are business owners working within the business. The IMAA will provide the independent sector with a louder, unified voice to educate the industry and demonstrate the great work we do and help grow the Australian economy.”

The association expects more independent media agencies to join following today’s launch. To qualify, agencies must be 100% Australian owned, in business for more than 10 years or in the industry for more than 10 years, and show evidence of respect for local media owners. Benefits include access to a formalised network of industry leaders, a code of conduct, staff training, pitch support, and IMAA certification.

Thirteen media owners have pledged support for the IMAA and will contribute to learning sessions, insights briefings and management meetings.

“Independent media agencies pride themselves on strong, respectful and open and transparent relationships with media owners. We work collaboratively and are strong supporters of the local media market. We are delighted that 13 media owners will support the IMAA and its charter,” Pearman added.

The association’s first initiatives will be announced shortly.

The full list of the IMAA’s founding member agencies is:

Above Trading
Avenue C
Benedictus Media
Blue Sky Media
BRMM (Co.Gency Group)
Communicate Australia
Enigma Communications
Hyland Agency
Love Media
McKenzie Partners
Multi Media
Pearman Media
Sandbox Media
Sweeney Advertising
The Media Store


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