IMAA.
The Independent Media Agencies of Australia (IMAA) has announced eight finalists for its 2025 Pitch-Chella program.
Now in its second year, the Pitch-Chella initiative gives emerging indie agencies the opportunity to sharpen their pitching skills.
This year’s event is sponsored by Audience360 and supported by Meta, News Corp Australia and Pinterest.
“We were overwhelmed with the exceptional quality of this year’s submissions,” IMAA leadership team member and hatched chairman, Mike Wilson, said.
“All the teams showed a strong understanding of the brief and the important work of Mission Australia, and their pitches demonstrated deep insights into Australia’s homelessness plight.”
This year, eight finalists have been selected from the 21 teams that entered the competition, representing 18 IMAA member agencies.
The 2025 finalists are:
- Advertising Associates (Gabriella Asfaw, Lucy Wallace, Laura McGinley, Chloe Swanell)
- Alpha Digital (Lucy Nioa, Lauren Hunter, Jess O'Connor, Giorgia Griffith)
- Assembled Media (Sophie Morris, Samantha Keah and Chelsea Schultz)
- Bang Digital (Sam Daisley, Ari Silberstein, Heidi Leung and Maddison Farmer)
- Hatched (Alex Curry, Yasemin Akpinar and Samantha Coates)
- tfm.digital (Elsie Mollison, Mitchell Falcke, Reuben Hill and Mason Tong)
- The Media Store (Lucy Henderson, Adriana Catanese, May Ng and Emma Davis)
- The Noisy Beast (Darcy Burke, Coco Walsh and Olivia Adams)
The finalists were chosen based on the strength of their written pitches, which involved developing a media campaign brief for Mission Australia.
The written pitches were reviewed by a panel of senior marketers, including Audience360’s Jenny Parkes, TrinityP3's Steven Wright, Tumbleturn's Daniel Johns, Orand's Adam Hickey and Sparrow’s Nest Consulting’s Greg Graham.
The finalists will now present their pitches to the judging panel, along with Mission Australia’s Nicole Moore.
Virtual pitches will be presented to the panel on July 2, before the winners are announced at an award ceremony at Melbourne’s Bells Hotel on July 17.
“I want to extend my sincere congratulations to all the finalists - we were impressed with the creative thinking, strategy and concepts executed in the pitches; it represents the depth of talent among our up-and-coming industry professionals,” Wilson said.
“If this is the calibre of work our budding agency professionals bring to the table, I’m confident we are leaving the future of the indie media agency sector in good hands.”
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