The latest media agency census shows holding companies resizing and consolidating but it’s a different story for Australia’s independent agency sector, according to industry insiders.
The number of people employed in Australian media agencies fell 5.1% to 4,411, according to the 23rd annual MFA Media Communication Industry Census pegged at September 2025.
However, the majority of indie media agency owners are continuing to forecast growth in revenue in the next 12 months, rather than shrinking staff numbers and forecasts.
“Many indies have moved extremely quickly to not just promise adoption of new AI platforms and tech investments but actively deploying them for at least the last 12 months, enjoying greater efficiencies and creating better value for clients.” said Phil McDonald, CEO, BCM Group, said.
“In times of rapid change and uncertainty, the importance of strong and empowered local leadership is something that is being valued not only by clients but even more by the younger demographics working in the indie sector of the media industry.”
Amy Carr, general manager - growth, Yango, said the real story is about holding companies resizing and consolidating.
“For independent agencies, this landscape highlights exactly what we do best,” Carr said.
"Undistracted by global restructures and mergers, indies are already built lean and agile.
“While the bigger end of town is trimming senior roles, independent agencies are continuing to double down on high-touch, senior client relationships, offering some much-needed stability.
“It’s a great time for indies. We’re seeing both clients and top talent increasingly drawn to the certainty, local decision-making, and strong culture that the sector provides.”
The annual IMAA Census will be released in May this year.
In the 2025 report, 70% of IMAA members planned to hire new staff in 2026 and the number of agencies billing between $30 million and $50 million doubled in the past 12 months.
Indie agencies now account for a 64.4% share of all pitch wins, up from 47.4% in 2024, according to Trinity P3’s New Business Report.
“There has been a clear client shift toward founder-led agility and senior level accountability,” the report said.
Shai Luft, COO & co-founder Bench Media, said the census reflects what many are already seeing on the ground.
“The industry isn’t simply shrinking, it’s being reshaped,” Luft said.
“A 5% reduction in workforce points to structural change more than cyclical pressure. Automation, AI and platform-driven buying are reducing reliance on traditional roles, while increasing demand for more strategic, data-led and commercially accountable skill sets.
“At the same time, broader pressures are compounding this shift. More brands are bringing capabilities in-house, SMI data has softened post-election, and ongoing macroeconomic uncertainty is impacting spend and agency margins.
“Fewer people don’t have to mean less value, but it does mean quality matters more than ever. The focus should be on senior thinking, clarity of strategy and accountable execution.
“The agencies that deliver that will stand out, regardless of size.”
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