Media outlets back $2 million advertising campaign to promote independent media agencies

Chris Pash
By Chris Pash | 23 September 2021

Industry body Independent Media Agencies of Australia (IMAA) has launched its own multi-channel ad campaign to promote the benefits of independent media agencies.

The campaign will feature across radio, TV, out-of-home, digital and print channels, with media outlets contributing more than $2 million of advertising support.

Independent media agency BCM created the campaign assets, with managing director Phil McDonald saying: “Independent media agencies aren’t just united by the fact we are Australian-owned and have an entrepreneurial spirit.

"We all have an agile mindset towards media; we have close relationships with the largest media owners in the country, and we all come at solving our clients’ biggest problems by always bringing senior people to the table.

"This campaign looks to summarise that, and asks potential clients to ensure they have an independent media option on the list when they are looking for a new media agency.”

Visual assets feature elements of the association’s logo transformed to depict the letter A, because independent agencies “always bring their A team to the table”, a finger because “it’s always on the pulse”, a graph because they “want results as much as you do” and two hands to show the only agenda an IMAA agency has is “the meeting one". 

IMAA general manager Sam Buchanan: "The IMAA is a body of advertising professionals, formed by the most respected independent media agencies in Australia.

"This campaign is about promoting the consolidated expertise and leadership our members can offer, and getting the indies front and centre for businesses looking to work with an elite group of advertising specialists.”

The campaign will run for eight weeks nationally.

Participating media outlets: Foxtel Media, oOh!, News Corp, ACM, Verizon, EMX, Kargo, Gumtree, BlisMedia Australia, Amobee, ARN, JCDecaux, Shopper Media, Moove Media, Quantcast, SCA, QMS, Nova, Weatherzone, the Seven Network, Facebook, Criteo, Nine, Spotify, LinkedIn and Channel Ten.


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