In this series, industry leaders share their perspectives on the defining moments of 2025 and the forces shaping the year ahead. Here, IMAA CEO, Sam Buchanan writes his thoughts on the rise of indies.
Be sure to check out Adnews' 50-plus page State of the Market report, Forecast 2026, for more outlooks.
2025 has been a watershed year for the indie agency sector. It’s been five years since the Independent Media Agencies of Australia launched with just five members to now almost 35 times that across the nation.
In just five years, indies have gone from a disparate, ‘long tail’ in the industry to now what has been coined ‘the indie era’.
I don’t think it’s a stretch to say that 2025 has been the year the independent media agency sector didn’t just keep pace with the market - it led it.
Indie media agencies are no longer the industry’s “challenger brands”. They’ve moved from the fringes to the front of the market. They are not a token inclusion on pitch lists, but essential contenders. In fact, for many clients, an Australian-owned indie isn’t just a nice-to-have; it’s a strategic advantage.
Over the past five years, the sector has hit a tipping point. The IMAA has worked to level the playing field offering members the same benefits, tech, research and measurement that was in the past only available to the multinationals.
Clients increasingly value agility, transparency, and senior talent that stays close to the work, and that’s where indies excel. Some of the smartest operators in the industry own and run these agencies, and they’re not sitting in corner offices sweating over global P&L demands; they’re on the tools every day, solving client problems firsthand.
Local ownership has also taken on new weight. Both Australian and global clients increasingly want partners who understand the market instinctively, not as a footnote in a global network deck. Indies have become the ones who can move fastest, tailor solutions the tightest, and innovate without the drag of bureaucracy.
It’s indicative of the momentum behind the indie revolution, and the way this year has just *felt* like we have arrived. Our members are more assured, more connected, and more powerful than ever.
The smart business of indie partnerships
This year, the biggest shift for us as an organisation and as a sector, has been in how independent agencies are perceived.
The myth that only large networks can deliver scale, strategy and sophistication has well and truly been dispelled.
Today, partnering with an independent is smart business - and the proof lies in the work. Our members have consistently delivered award-winning campaigns, cross-channel innovation and measurable results.
The question now isn’t “why choose an indie?” - it’s “why wouldn’t you?”
Agility as an advantage
Agility quickly became the most valuable currency in media in 2025, as agencies contended with ever-shifting audience behaviour, economic headwinds, the rapid acceleration of AI and data-driven marketing.
Unlike their competitors, the indies didn’t need to restructure or rebrand to adapt - they simply moved faster. They made decisions around the table, side-by-side with their clients, not in global boardrooms. They built campaigns in days, not months. They were able to pivot, regroup and deliver.
It’s this agility that will continue to matter in 2026 - and continue to set the indies apart.
A focus on advocacy
This year, we’ve been steadfast in our mission to advocate for change in the protocols surrounding master media contracts at both a Federal and state government level.
Our efforts have been consistent and hard-fought, but we’re finally starting to see a light at the end of the tunnel.
This year, both the Federal Government and the Western Australian government have prioritised Australian-owned agencies and the local economy in contract arrangements, opening the door for the indies to have a bigger seat at the table.
As we head into 2026, we’re hopeful this is the start of a shifting tide, where the business swell towards indies is replicated across government accounts.
A year of milestones
In 2025, we’ve celebrated the strength of many of our founding initiatives. The growth of these programs, and the sheer number of industry talent they attract, highlights how far the sector’s collective ambition has come.
Our Female Leaders of Tomorrow programme hit record strides this year, expanding to Brisbane and Perth, and attracting significant mentor and mentee pairings. The program is continuing to shape a stronger, more inclusive leadership pipeline for the industry, and has become an important professional development offering for budding agency talent.
Our second annual Pitch-chella event showcased the next generation of creative and strategic industry talent, proving that the indie ecosystem is not only thriving today, but investing in tomorrow.
One of my personal highlights of 2025 was our senior leadership delegation to the Northern Territory. The opportunity to be on Country for a trip dedicated to cultural immersion and learning was a reminder that leadership is as much about understanding and empathy, as it is about commercial performance. I’m looking forward to extending our partnership with our nominated First Nations enterprise, Kings Narrative, in 2026, while also providing additional opportunities to support Indigenous businesses and initiatives.
If there was a symbol of how far the indie movement has come, our inaugural Fast. Future. Present event at SXSW Sydney was it. The event drew more than 500 attendees, bringing together media owners, agencies and tech innovators to explore the forces shaping the next decade of our industry.
The results, the account wins, agency growth and the deepening talent pool is demonstrative of Australia being very firmly in its indie era.
Independent agencies aren’t chasing the market anymore. They’re leading it.
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 adnews@yaffa.com.au
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