Australia's independent media agencies have formed their own industry body, seeking to promote the value of dealing with 100% Australian-owned advertising businesses rather than multi-nationals.
The Independent Media Agencies Australia (IMAA) has launched with 20 founding members and widespread support from publishers including television, radio, print and digital.
Only three of the founding agencies are members of the MFA (Media Federation of Australia) which was established in 1997 and has about 40 members.
Inaugural chair Dominic Pearman, the founder and managing director of Pearman Media, says IMAA will give independents a louder, unified voice to educate the industry and demonstrate the great work done to help grow the Australian economy.
“One quarter, or more than $2.5 billion in advertising expenditure, is represented by Australia’s independent media agencies," he says.
"Collectively, we act for some of Australia’s best-known brands and our agencies are led by industry experts and leaders.
“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."
To be eligible to join the IMAA, media agencies must be 100% Australian-owned, be in business for more than two years or must be in the industry for more than 10 years, and show evidence of respect for Australia’s media owners.
Members receive a range of benefits including a formalised network of industry leaders, a code of conduct, staff training, pitch support and IMAA certification.
Thirteen of Australia’s media owners have pledged their support for the IMAA and will be involved in learning sessions, insights briefings and management meetings.
“Independent media agencies pride themselves on strong, respectful and open and transparent relationships with media owners," says Pearman. "We work collaboratively and are strong supporters of the local media market."
Industry insiders say a value proposition for brands dealing with independent agencies is that they get to deal directly with owners who tend to stay around for the long haul.
The first management commitee is Pearman as chair, Ant Colreavy from Sandbox Media, Dan O’Brien from Frontier Australia, Nick Behr from Kaimera and Sam Buchanan from McKenzie Partners. The committee will rotate with other members each year.
The founding media agencies: 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.
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