Nine indie media agencies join the IMAA

Paige Murphy
By Paige Murphy | 27 May 2020
Richard and Kate Faithorn of Leonards Advertising.

Recently formed national not for profit industry association, the Independent Media Agencies of Australia (IMAA), has nine new members.

They are: Alchemy One, Indago Digital, Leonards Advertising, The Media Precinct, Mentor Marketing, Next & Co, Oddfish Media, Pivotus and Valore Media. 

Members receive a range of benefits including a formalised network of industry leaders, a code of conduct, staff training, pitch support, IMAA certification and membership of the world’s largest independent agency network, thenetworkone.

The IMAA leadership team welcomed the new members the association.

“The IMAA now has members across Australia, as the independent media agency sector continues to thrive," the leadership team said in a statement.

"We’ve already been able to offer our members some great benefits, including our series of COVID-19 webinars with experts and the media, and we have some exciting plans ahead."

A number of the new members say joining the IMAA will help give a voice to independents and educate clients on the value these agencies can bring.

Alchemy One managing director Joel Trethowan says joining the IMAA is an exciting opportunity for the agency and other independents.

"The service, passion and dedication independent agencies provide is our collective competitive advantage to the holding groups and our work and client testimonials are a testament to that," Trethowan says.

“The IMAA presents an incredible platform and network to drive and empower independent agencies in Australia, helping raise the voice about the difference and benefit in working with an independent agency.

"We believe and continue to see that independents are the future of the industry as more than ever clients are looking for passionate individuals they can work with end-to-end, who they can trust and connect with in the way of a partner, not a vendor.”

Leonards Advertising CEO Kate Faithorn says there has never been a better time to join an association of independent media agencies.

"By banding together through the IMAA, indies are able to have a collective voice, shared intelligence and maintain a vital position in servicing Australian businesses in an age of multinational holding companies and dramatic media ownership changes,” Faithorn says. 

Pivotus CEO Michael Petersen says joining the IMAA will open up huge opportunities for his agency and help it to overcome some of the difficulties associated with being small and independent.

"I applied to join the IMAA because being an independently owned and operated digital ad agency comes with a few negatives alongside the many positives," Petersen says.

"One negative is that unless we're well networked in the industry and avid learners, we're destined to repeat the mistakes of those that have been where we're planning to go. I see the IMAA as an opportunity for us to connect with those with ‘been there, done that’ experience. It's an opportunity to smooth the road ahead for myself, our team and our clients."

The IMAA launched in February with 20 founding members and widespread support from publishers including television, radio, print and digital.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus