Independent Media Agencies Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, announced a line up of45 media partners for 2026, including four new partners, all committed to backing the nation’s independent media agency sector.
Reflecting the continued strength, influence and maturity of both the IMAA and the independent sector, the 2026 media partner line-up brings together a carefully curated group of organisations.
This includes four new partners alongside 41 returning media organisations spanning print, television, cinema, radio, digital, out-of-home and emerging platforms.
The IMAA partnership program is tightly guarded, with just four partnership positions available for 2026.
The IMAA welcomed Are Media, Google, Microsoft Advertising and Snapchat as new media partners for 2026. Each has been selected for their strategic relevance, capability, sustainability and commitment to supporting Australia’s independent agencies.
Together, the 2026 partner cohort represents a best-in-class, invitation-only ecosystem, designed to deliver meaningful value, innovation and long-term support for the independent media agency sector.
IMAA CEO, Sam Buchanan, said “We are thrilled to have such an incredible line-up of media partners supporting IMAA in 2026 and without our partners, the IMAA would simply not be where it is today. To have a record 45 partners on board across the full gamut of the national media landscape speaks to the overwhelming support for the indie sector, as it continues to reach new heights and we are incredibly grateful for their support.”
“Our media partners are now a strong mix of long-time supporters – many who have been with us since the organisation’s formative days – and new partners. We’re excited to welcome four new partners in 2026 as they affirm their commitment to and support of the indie media sector. We’re looking forward to another stellar year for the IMAA, working closely with our members and media partners to drive meaningful industry change and client outcomes.” she added.
Are Media is an Australian content company for Australian women, spanning multi-channel brands including The Australian Women’s Weekly, ELLE, Marie Claire, Better Homes and Gardens and Gourmet Traveller.
Are Media director of sales, Anna Quinn, said “Partnering with the IMAA is a natural fit for Are Media. We share a belief in the power of independent thinking to drive better outcomes for brands.”
“In a crowded content landscape, where trust is harder to earn and easier to lose, where a message appears matters more than ever. We look forward to helping IMAA member agencies build deeper connections with Australian women on behalf of their clients, leveraging credible environments, creativity and locally produced content that carries cultural relevance across platforms.” Quin added.
Google has operated since the late 1990s and was one of the driving forces in the development of the modern internet. Google also operates across hardware, cloud computing, advertising, software and AI.
Google head of agency Arshad Mirza said “Google is proud to work with the IMAA on this important initiative. Independent agencies are a critically important part of our ecosystem, and we recognise the vital role they play in driving innovation and growth across the Australian media landscape. We’re excited to support the IMAA and collaborate closely with its members to help strengthen and accelerate the independent sector.”
Microsoft Advertising creates technology for a conversational, personalised, and agentic future.
Microsoft Advertising head of marketing ANZ Paolo Modolo said “Microsoft Advertising is delighted to join the IMAA partner program. Independent agencies are the engine of innovation in Australian media, and we’re committed to helping them accelerate even further. As generative AI changes the game for agencies of all sizes, we look forward to bringing our leadership in AI, personalised advertising, and purpose-driven marketing to empower IMAA members with new capabilities that unlock value and create deeper customer connections.”
Snapchat, a social media and instant messaging app, popular for its “snaps” – pictures and messages that are typically only accessible for a brief period.
Snapchat head of agency ANZ, Clare Rudduck, said “Snapchat is thrilled to join the IMAA and partner more closely with Australia’s independent media agencies. As the definitive platform for the Gen Z community, we understand the power of authentic connection. We look forward to empowering IMAA members with the insights and innovation needed to reach this high-intent audience, driving meaningful growth and creative excellence across the independent sector in 2026.”
The IMAA’s 2026 media partners help set the stage for an exciting year for organisation, with major events on the horizon, including the second annual Indie-Pendence Day conference next month, the return of the popular Pitch-Chella, and the continuation of the acclaimed Female Leaders of Tomorrow programme.
