IMAA adds five new media partners for 2024

By AdNews | 30 January 2024
Credit: Jason Dent via Unsplash

Independent Media Agencies of Australia (IMAA), the national industry association for independent media agencies, has announced its 45 media partners – a record for the organisation – who have joined for 2024.

This includes new partners Adobe, Audience360, Mamamia, Motio and Snap.

And a return of 40 media organisations: Nova Entertainment, Nine, Seven Network, Network10, Acast, ACM, Amazon, ARN, Bishopp, Blis, Cartology, Crimtan, Criteo, Foxtel Media, GoTransit Media Group, Gumtree Media, GWI, IAS Integral Ad Science, Insticator, JCDecaux, LinkedIn, Meta, Moove Media, News Corp Australia, Nexxen, oOh!, Pinterest, QMS, Quantcast, Reddit, SCA, Scentre Group Brandspace, Sports Entertainment Network, Spotify, StackAdapt, Taboola, TikTok For Business, Tonic Media Network, Val Morgan, and Weatherzone.

Sam Buchanan, IMAA CEO, said the body is humbled to have a historic number of media partners onboard for 2024.

"The majority of our media partners have been fantastic supporters of the IMAA since its inception in 2020 and we are so grateful for their support," Buchanan said.

“Our strong partnerships from the media industry are demonstrative of the continued industry support for indie agencies, and the IMAA’s track record for delivering real results for its members. It’s a sign of the ever-growing power of Australia’s independent media agency sector, particularly in winning major clients and delivering effective and award-winning campaigns."

For the first time, 2024 media partner applications were reviewed against a criteria of channel diversity, market alignment, customer needs and feedback to ensure they aligned with the IMAA’s overall strategic objectives.

Phil Cowlishaw, Adobe advertising global managing director, said the software company is delighted to partner with the IMAA for 2024.

"We are excited to work with the broader group and build upon our legacy of supporting the indies and collaborating to drive success," Cowlishaw said.

Jenny Parkes, Audience360 managing director, said the data platform is proud to partner with the IMAA.

"Particularly as we have a shared ambition to future-proof the media industry in Australia," Parkes said.

"With two significant challenges on the horizon - the phasing out of third-party cookies and changes in privacy regulations - our partnership has come at an opportune time. Together, we aim to help independent agencies and their clients overcome these challenges through our innovative approach and tailored solutions.”

Holly Yates, Mamamia national head of sales, independent agencies and direct, said the women's media brand is proud to partner with the IMAA in 2024.

"The contribution the IMAA and its members make to the media industry is fantastic and important. Mamamia is looking forward to the collaboration, helping IMAA members and brands to connect even more deeply with women and their purchasing super power," Yates said.

Adam Cadwallader, CEO Motio, said the company is looking forward to working closely with Sam and the team to be a part of the innovative work that is being driven through IMAA and the incredibly hard working independent agencies that are the backbone of Australian media.

“Our business has been growing rapidly over the past three years and, in no small part, thanks to independent agencies that have supported our people, our ideas and business," Cadwallader said.

Dina Bailey, Snapchat agency lead, said the social media platform is proud to partner with the IMAA to support independent agencies.

"The IMAA plays a critical role in this landscape, providing inspiration, education and support in an innovative, client-focussed and growing space," Bailey said.

"We are thrilled to be working with the IMAA team in 2024 and partnering more closely with Australia's dynamic independent agencies.”

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