Independent Media Agencies Australia (IMAA), the national industry body representing independent media agencies has revealed foundation members of its new Tech and Tools Council, designed to lead the independent media agency sector through the tech revolution.
The 10 foundation members represent IMAA member agencies from across Australia and were selected by the IMAA Board and CEO Sam Buchanan for their extensive expertise in digital marketing, data and analytics, technology and AI. Robert Nagy, general manager at Yango, has been appointed chair of the council, bringing nearly 20 years’ experience across media, technology and agency leadership to the role.
The foundation members are: Veronica Cremen, managing director, Vonnimedia; Bradley Farleigh, chief technical officer, Bang Digital; Kathryn Furnari, national head media thinker, Thinkerbell; Arthur Hascoët, head of digital, tech and data, Strat; Dan Howe, director of marketing and AI, Reload Media, Alfie Lagos, founder and managing director, Lexlab; Robert Nagy, general manager, Yango; Kate Reuvers, data lead, This is Flow; Jayden Rozsahegyi, AI and automation lead, Hatched; Debbie Taylor, general manager, Aeon Marketing.
The Tech and Tools Council will act as an advisory group to the IMAA, guiding it through the tech transformation by fostering shared knowledge, improving transparency, developing practical frameworks and strengthening the indie sector’s technology capability.
By providing strategic guidance and thought leadership on technology, tools and systems, the council aims to strengthen the tech capability of independent media agencies, ensure indies have access to tools comparable to holding companies, foster innovation and knowledge sharing, promote the responsible and transparent adoption of technology and AI, and provide input on training and education initiatives, including the IMAA Academy.
Under its remit, the council will focus on three core areas: industry thought leadership: developing frameworks, best practice guidance and sector insights, sector intelligence: monitoring emerging technology trends and identifying capability gaps, and capability development: identifying opportunities to improve agency workflows, automation, measurement and data infrastructure.
As part of its remit, the council will deliver several whitepapers annually, exploring a range of technology and AI topics, along with strategic recommendations on potential IMAA group deals and partnerships, and capability guidance and frameworks for IMAA members.
The council will meet quarterly and the deputy chair and secretary will be named at the initial meeting.
“There is a huge opportunity for indie agencies to learn from each other, assess emerging solutions and embrace innovation to make technology work harder for their businesses,” said chair Nagy
“I’m looking forward to bringing together the collective experience of the council to turn conversations around technology, AI and automation into practical advice and opportunities that strengthen the independent agency sector.”
“Our inaugural Tech and Tools Council members bring an exceptional breadth of experience across technology, AI, data, digital transformation, marketing automation and business growth. Their diverse perspectives span technical leadership, emerging AI capabilities, data-driven decision-making and the practical application of technology in real-world business,” added Buchanan.
“Collectively, they bring the commercial insight, technical expertise and a forward-thinking mindset needed to help shape meaningful conversations, influence the direction of technology in the indie media sector and strengthen our role in Australia’s evolving technology landscape.
“Technology, platforms and AI are rapidly evolving and reshaping how agencies plan, buy, measure and optimise media. Independent agencies have always been early adopters of innovation, but the expanding ecosystem of platforms, vendors and solutions is becoming increasingly complex to navigate without expert advice in the space. We want to ensure that indies aren’t overlooked in larger industry and technology conversations. By coming together collectively, the sector can strengthen its voice, ensuring independent perspectives are represented and that indies remain informed, empowered and future ready.”
