Independent Media Agencies Australia (IMAA), the national industry body representing independent media agencies, has hosted its third annual Kings Narrative Immersion Experience, with 15 senior independent media agency and media owner executives connecting to country in a powerful visit to the Northern Territory, as part of the association’s Reconciliation Action Plan (RAP).
This year’s trip, held last week, was thoughtfully crafted by the IMAA’s nominated First Nations enterprise, Kings Narrative, to provide genuine opportunities for senior media professionals to immerse in First Nations culture.
This year’s cultural immersion delegates included Go Transit Executive General Manager, Andrea Coles, Nexxen APAC Vice President, Andrew Dixon, Slingshot General Manager, Laura Dodds, Go Transit Director of Sales, Kirrily Hirst, The Media Store CEO, Stephen Leeds, Tapt Media Managing Director, Tom Malone, The Advertising Works CEO, Chris May, IAS Country Manager ANZ, Jessica Miles, Thinkerbell Managing Director, Jamie Morgan, Yango CEO, Nick Murdoch, Joy Agency Head of Strategy and Insight, Luisa Paton, Blis Regional Director ANZ Sales, Elias Psarologos, Thinkerbell CEO, Margie Reid, Scentre Group BrandSpace Media Victorian Group Manager – Direct & Independent Agencies, Liz Maplestone, and Cool Media Head of Global Advertising Sales, Deryck Wills, along with IMAA CEO Sam Buchanan and Partnerships Co-ordinator, Nikolina Gavranic.
The group spent four days in Alice Springs, travelling alongside representatives from Kings Narrative for a range of cultural activities and experiences, including a bush medicine workshop, fireside talks, a bush food workshop hosted by workshop hosted by Arrernte woman Rayleen Brown, a sip and paint session hosted by women from female-owned, Aboriginal creative collective, No Fixed Gallery, and walks to the iconic Standley Chasm and Simpson Gap.
It was also a unique opportunity for the group to hear first-hand from Alice Springs Mayor, Asta Hill, Local teacher, Matt Axten, Kings Narrative Operations Manager Kynan Carmody and Business Manager Jessica Carmody about the perception and the role of the media in Alice Springs and its impact, and what future opportunity looked like for the local community.
The trip also included a visit to the Kings Narrative headquarters, where the delegation was able to experience the organisation’s work first-hand and meet with Managing Director, Tyson Carmody and Business Manager Jessica Carmody, to discuss the partnership with the IMAA.
Kings Narrative is an Aboriginal-owned and operated, profit-for-purpose social enterprise based in Alice Springs. Founded in 2021, the organisation provides culturally safe counselling, coaching and support programs, designed by, and delivered for, Aboriginal men and boys.
The IMAA has partnered with Kings Narrative since 2022 as part of its ongoing RAP and commitment to creating meaningful opportunities for First Nations communities.
Kings Narrative Business Manager, Jessica Carmody, said: “For us at Kings Narrative, this partnership is about influence and what we choose to do with it. The people coming on this immersion work in media, advertising and communications. They are in spaces that influence what Australians see, hear and believe. They help shape stories, decide whose voices are amplified and influence how Aboriginal people are represented. That’s why spending time here matters.
“This immersion creates a safe space for truth-telling, learning and unlearning. It gives people the opportunity to sit with us, spend time on-country, listen to Aboriginal people and build relationships that give them a deeper understanding of our communities and our stories.
“And the work doesn’t finish when the immersion finishes. What matters is what people do when they go home. What will you do differently? What conversations will you have? What will you challenge? Who will you create space for? How will you use your influence to make sure Aboriginal people are at the table and part of shaping the narrative? That’s what makes our partnership with IMAA important to us.
“Their support has also created a real impact for Kings Narrative. Funding through the Make a Difference initiative has helped us purchase equipment for Barber Blak Kings, tents and resources for our on-country programs, and supported Aboriginal men to participate in our trauma and healing facilitation training who otherwise may not have had that opportunity.”
IMAA CEO Sam Buchanan said: “This was my third cultural immersion trip to Alice Springs and every visit leaves an indelible mark. It is a unique opportunity to listen, learn and lean in, forging a profound connection with our First Nations peoples’ ancestral lands.
“Through our annual cultural immersion trips, we’re creating space for leaders within our industry to build a deeper understanding of Aboriginal culture, challenge perspectives and engage with reconciliation in a way that is personal, informed and ongoing. By participating, we’re not only expanding our own understanding, but also directly supporting programs that place culture at the centre, and enable the healing work needed to create meaningful change.
“I’d like to thank Tyson and Jess from Kings Narrative for their generosity. The work of Kings Narrative is deeply important – it supports Aboriginal men to re-author their own stories and move beyond the narratives that can limit how they see themselves and their place in the world. We’re incredibly proud of what we’ve achieved together so far and are excited about how we can continue to deepen our partnership to deliver lasting impact.”
