Steve Fagan, Melissa Roberts, Jacquie Alley, Phil McDonald and Michael Petersen. Credit: IMAA
Independent Media Agencies of Australia has outlined priorities for 2026 after members returned Jacquie Alley to the board for a further two-year term.
Alley, chief operating officer at The Media Store, was again appointed chair by fellow directors. BCM Group’s Phil McDonald will remain deputy chair, with Advertising Room’s Melissa Roberts secretary.
Media Republic’s Steve Fagan will hand the treasurer role to Pivotus chief executive Michael Petersen at the end of the financial year and will become second deputy chair.
The AGM brought together the board, member agencies and advisers to review the past year and release the annual report.
The organisation marked its fifth anniversary and said membership has reached close to 170 agencies and 45 media partners.
Alley said the group had expanded its talent and training work, including the Female Leaders of Tomorrow program, which now has 32 mentor pairs, and the return of Pitch-Chella, which featured 76 agency staff presenting ideas for Mission Australia.
She said the IMAA had continued research projects such as the Indie Census, Pulse Survey and Salary Survey, and deepened its partnership with King’s Narrative with an immersive trip to the Northern Territory.
More than 1,700 agency staff have completed training through the IMAA Academy.
“In just five years, the IMAA has transformed the landscape for independent media agencies in Australia,” Alley said.
We’ve cemented our place as a connected and influential community, ensuring indie agencies are no longer a secondary choice but a preferred partner for brands seeking agility, creativity, and personal service.”
“We’ve levelled the playing field, ensuring that scale, access to industry tools and the cost of doing business is no longer a barrier for choosing an independent media partner.
“Our advocacy has driven real change, positioning indies at the centre of national industry conversations and championing Australian-owned businesses that keep profits and expertise right here at home.”
The IMAA said its 2026 work will include the release of a Trend Report, updated AI guiding principles and data and privacy guidelines.
Existing programs such as the IMAA Academy, Female Leaders of Tomorrow, Pitch-Chella and the Indie Census will continue, along with plans to expand on the 38 group deals offered this year.
Indie-Pendence Day will run in Sydney and Melbourne next year, alongside the group’s Byte series.
The board will meet offsite in February to set strategy for 2026 and beyond, with education, advocacy, benchmarking and member support listed as priorities.
Government engagement at federal and state levels will continue.
IMAA chief executive Sam Buchanan said the sector’s presence had strengthened.
“This year has been about pushing the needle on the role and power of indies nationally, I’m thrilled to say the independent media agency sector has truly found its seat at the table,” he said.
“This year, we’ve really seen the indies own the market, in a way they never have before.
“As we head towards 2026, we’re looking to the next phase of growth for the independent sector, in a climate of uncertainty but also opportunity as indies continue to impress with their agility and people who truly understand and are invested in their clients’ businesses.
“Our focus now is on continuing to push forward the movement, the culture, the heartbeat we’ve established for Australia’s independent media agency sector.
Buchanan said 2026 is set to be the biggest year yet for the independent agencies.
“They represent stability, local knowledge and deep expertise,” he said.
“For many clients, an Australian-owned indie is no longer a nice-to-have, it’s a strategic advantage.”
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