The AdNews end-of-year Perspectives, looking back at 2025 and forward to next year.
And see the AdNews 50 plus page state of the market report, Forecast 2026
Sam Buchanan, CEO, Independent Media Agencies of Australia (IMAA).
If the national advertising sector of 2025 was about consolidation and a crisis of confidence for some, the industry of 2026 will be about scale and sophistication.
We’re predicting a year defined by growth and the collision of creativity, technology and transformation, with the indie agency sector set to be at the forefront of this intersection.
National advertising spend will remain steady, but it will be spent smarter. Brands will seek out value over volume, aligning with media partners that can deliver measurable results and impact.
Pitches will favour teams that are faster, braver and more collaborative, with indie agencies set to continue to outperform on speed, creativity and client alchemy.
Expect a major shift in AI, as it moves from theory and testing to integration, becoming deeply embedded in how we do business. AI will underpin how we plan, buy and measure campaigns, empowering agencies to make nimble, data-driven decisions.
Successful agencies will use automation to their advantage, allowing technology to handle the data, while humans take care of the ideas and strategy.
The major mergers and consolidations of 2025, witnessed across publishers, holding companies and tech platforms, will continue to reshape the industry’s structure, providing the perfect backdrop for the indies to rise. The independent agency sector’s agility, transparency, boutique service and cultural alignment - plus all the benefits of being Australian owned - will serve as the ultimate competitive advantage, continuing to build momentum around indies as not just an alternative, but the preferred choice.
Innovation, collaboration and education will remain at the heart of the sector’s growth.
The IMAA will continue to lead the way, providing professional development opportunities for its members through key initiatives like the Female Leaders of Tomorrow programme and Pitch-Chella, while also looking to the future via its Byte series and Fast Future Present event.
We are well and truly in our indie era - we can’t wait to see what’s next.
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