Sam Buchanan. Credit: IMAA
Independent Media Agencies Australia (IMAA) has announced a new Tech Council and expanded education programs as its key priorities for 2026, revealed at the Sydney Indie-Pendence Day conference.
IMAA CEO Sam Buchanan outlined plans for the Tech Council, which will bring together agency leaders across technology, data and digital innovation to guide independent agencies through AI transformation.
New AI-focused courses will be added to the IMAA Academy, with the Byte Series returning alongside dedicated out-of-home events.
Buchanan also confirmed an expanded board, with Thinkerbell CEO Margie Reid and Hatched chairman Mike Wilson joining for 2026 and announced a cultural immersion trip to the Northern Territory in August with First Nations partner Kings Narrative.
The conference, held at HOYTS Entertainment Quarter and sponsored by News Australia and Tubi, drew nearly 230 members, media partners and industry bodies.
Futurist Katie Rigg-Smith told delegates AI literacy would soon be non-negotiable across the industry.
"Agencies need to consider that AI literacy will be foundational for everyone in the next five years," Rigg-Smith said.
"It's not just about using ChatGPT but understanding: where is the data being ingested from? How is it being used and why is it being used? And as agencies, you need to have that level of depth, otherwise, clients can just do it themselves.
“I always come back to the importance of critical thinking, deductive reasoning and judgement."
Rigg-Smith also flagged the rise of agentic AI and hyper-personalisation, saying independent agencies would need quarterly scenario planning around AI shifts and ongoing investment in upskilling.
On a panel moderated by Australian Centre for AI in Marketing co-founder Louise Cummins, Reid said the sector's appetite for risk put it in good stead.
"As entrepreneurs and as part of the IMAA, we're risk takers by nature," Reid said.
"Know that there are going to be things that you do, that you build, that you buy and that you borrow, that may not work, but you've given it a go and it's the learnings that you put into it, and the fact your people are going on that journey with you, that's most important."
oOh!media chief product and marketing officer Bel Harper said AI's value lay in freeing up time for deeper client relationships.
"The big opportunity for us with AI is the time saving and our response to our clients," Harper said.
"We want to have the time to be able to carve a path for our strategic relationship with the agencies we've got."
Expert CMO Kathryn Illy said trust and risk dominated board-level conversations about AI adoption.
"They want to try and protect and retain their brand, their reputation and their trust with their consumers, while also mitigating risk, these two things are top of the scorecard from a CMO perspective," Illy said.
Fear and Greed podcast hosts Sean Aylmer and Michael Thompson addressed the economic outlook, flagging a period of uncertainty ahead amid rising inflation and ongoing geopolitical tension.
Little Black Book managing editor AUNZ Brittney Rigby and Rick Barry chief creative officer Alex Derwin examined global creative work, noting analogue and out-of-home campaigns were delivering strong results for brands.
Buchanan said the IMAA, now the largest media association in Australia, was focused on leading industry change rather than following it.
"Today marks the next chapter for the IMAA," Buchanan said.
"Our new Tech Council, along with continued investment in our education and professional development programs and the strengthening of our board, is all about ensuring the independent media agency sector is leading the charge, not following it."
The Melbourne Indie-Pendence Day conference is due at the Melbourne Cricket Ground February 26.
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