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.
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
Customedia
Enigma Communications
Frontier
Hyland Agency
Joy
Kaimera
Love Media
McKenzie Partners
Mediasmiths
Multi Media
Pearman Media
Sandbox Media
Sweeney Advertising
The Media Store
There are many more independents which make up the 25% BUT can’t be involved due to the narrow mindedness of the criteria!
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Is it really necessary to highlight that the management team are all male?
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Great diversity in the pic boys
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Isn’t it time for diversity?
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Congratulations on the initiative Indies! Let’s celebrate and support the hard graft that goes into building business- our clients and our own. We play an important role as challengers. An alternative to the status quo
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I’m a client. The criteria to be a member are irrelevant to me. I want results, and in my experience they come from consistent access to smart people I can trust. Longevity and ownership smells more like a comfy little club (and seemingly a boys one in this case) than the basis for a serious industry body.
Take a real stand on transparency and treatment of staff that differentiates from the holding group ticket clippers staffed by overworked battery hens and it might make sense and gain traction.
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Well done IMAA!
Championing independent thinking through diversity and multi culturalism…
Or is it back to the Mad Men era?
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Where are Nunn Media in all of this?
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@Jeff Portnoy a bunch of independent agencies get together to promote their unique qualities and capabilities, and grow their businesses. Totally up to them the criteria they set to be a member of their group. They have no obligation to push any agenda other than the one they decide. You can buy into it or not, but it’s really not your place to tell them what their agenda should be. Start your own group to promote these causes important to you, or vote with your budget.
As for all the ‘boys club’ rubbish, do we know how many independent agencies that are part of this group are owned and run by women? Maybe none of them nominated for the exec positions for the initial term? If being male was a written part of the group’s charter, let’s throw rocks at them. Otherwise, leave them alone. It’s a group of independent business owners, not a cabal of social justice warriors.
When did we all get so goddamed opinionated and touchy about EVERYTHING??!!
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Given media is heavily biased towards female employees, it’s absolutely worth pointing out that they rarely get to be the boss or own agencies.
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There is no shortage of women in this industry – this is a shameful reminder that as much as we want to see change, we are well off full equality. Well done Brittney for the sly dig towards the IMAA. Here’s hoping they can bring on a more diverse committee, or someone else starts one that champions all of us.
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Not sure how you force diversity in this case – if women want to start independent media agencies they are welcome to. If those women-owned agencies then meet the membership criteria of this group so they will be part of it if they choose. And then they have the choice to nominate as part of the leadership team of the group, totally up to them.
Maybe more men start their own media agencies than women, it’s totally open to anybody to do it. Equality of opportunity is there, but that doesn’t guarantee equality of outcome because that is driven by personal choices.
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What is wrong with same sex efforts?
There is nothing wrong with women in media groups.
Can women grow beards?
(I don’t sport a beard, however my friend does, however he is a man. Does that matter?)
(Time for another gin.)
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Why isn’t Atomic212 represented ?
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Your comment sounds an awful lot like the “not all men” argument running around. Educate yourself on ethical inclusion and then revisit the plan for the committee, please.
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The comment is nothing about “not all men”. Take a step back and just look at what you are arguing against. Someone said that men and women can each open an independent media agency and somehow you are arguing that women are at disadvantage to do so because of ethical inclusion. Guess it would never be to do with effort in = success out.
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If totally transparent without agenda’s then a really good step dare I say a louder voice.
Id like to see a couple of highly skilled business women on the committee its my experience that we have extremely skilled businesswomen in our industry.Without being politically correct, more so twenty five years media experience,on the whole it is these highly skilled women who lead the industry.
It’s definitely not back to Mad Men but what a great show!)
Mark Warren
Warren Media
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Rob, I personally think your criteria is out dated & not future proofed!! Antiquated boys club!!! and I run an independant agency, I personally think you are doing more damage to the independant agencies by the elitist/narrow minded formation of the IMAA.
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