Credit: IMAA
Independent Media Agencies Australia (IMAA) has secured four new media partners for 2026, lifting its total partnerships to a record 45.
The new partners are Are Media, Google, Microsoft Advertising and Snapchat. They join 41 returning partners across print, television, radio, digital, out-of-home and cinema.
The not-for-profit industry body said demand exceeded the four partnership positions available for 2026.
“We are thrilled to have such an incredible line-up of media partners supporting IMAA in 2026 and without our partners, the IMAA would simply not be where it is today,” IMAA CEO, Sam Buchanan, said.
“To have a record 45 partners on board across the full gamut of the national media landscape speaks to the overwhelming support for the indie sector, as it continues to reach new heights and we are incredibly grateful for their support.
“Our media partners are now a strong mix of long-time supporters and new partners. We’re excited to welcome four new partners in 2026 as they affirm their commitment to and support of the indie media sector.”
Are Media director of sales Anna Quinn said partnering with the IMAA is a natural fit for the business.
“We share a belief in the power of independent thinking to drive better outcomes for brands,” Quinn said.
"In a crowded content landscape, where trust is harder to earn and easier to lose, where a message appears matters more than ever.
“We look forward to helping IMAA member agencies build deeper connections with Australian women on behalf of their clients, leveraging credible environments, creativity and locally produced content that carries cultural relevance across platforms.”
Google head of agency Arshad Mirza said Google was proud to partner with the IMAA.
“Independent agencies are a critically important part of our ecosystem, and we recognise the vital role they play in driving innovation and growth across the Australian media landscape,” Mirza said.
“We’re excited to support the IMAA and collaborate closely with its members to help strengthen and accelerate the independent sector.”
Microsoft Advertising head of marketing ANZ Paolo Modolo said independent agencies are the engine of innovation in Australian media.
“We’re committed to helping them accelerate even further. As generative AI changes the game for agencies of all sizes, we look forward to bringing our leadership in AI personalised advertising, and purpose-driven marketing to empower IMAA members with new capabilities that unlock value and create deeper customer connections,” he said.
Snapchat head of agency ANZ Clare Rudduck said joining the IMAA would help the company partner more closely with Australia’s independent media agencies.
“We look forward to empowering IMAA members with the insights and innovation needed to reach this high-intent audience, driving meaningful growth and creative excellence across the independent sector in 2026,” Rudduck said.
Returning partners include News Australia, Nine, Seven Network, SBS, Meta, TikTok, Amazon, oOh!media, JCDecaux, QMS, Val Morgan, REA Group, Reddit, Pinterest, LinkedIn and Foxtel Media.
The partnerships support IMAA initiatives including Indie-Pendence Day, Pitch-Chella and the Female Leaders of Tomorrow programme.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.