Independent Media Agencies Australia (IMAA) has announced its key 2026 priorities at yesterday’s Sydney Indie-Pendence Day conference, including plans for a new Tech Council and the expansion of its popular IMAA Academy and Byte series.
IMAA CEO Sam Buchanan yesterday revealed the association’s plans for a newly formed Tech Council, which will bring together agency leaders across technology, data and digital innovation to
guide the indie sector through the rapid technology and AI transformation. Buchanan also announced the IMAA’s continued investment in its award-winning IMAA Academy, with new courses focusing on AI and emerging capability, set to launch later this year.
The IMAA’s popular Byte Series will also return, with dedicated Outdoor Byte events focusing on the Out-of-home sector.
This year will also see the return of the IMAA’s cultural immersion trip, with industry leaders set to join the IMAA in the Northern Territory in August, alongside its First Nations partner Kings Narrative.
Buchanan also announced the IMAA’s expanded Board of Directors, with Thinkerbell CEO, Margie Reid, and Hatched Chairman, Mike Wilson, joining the 2026 board.
This year’s Sydney Indie-Pendence Day conference, held at HOYTS Entertainment Quarter and sponsored by News Australia and Tubi, attracted nearly 230 IMAA members, media partners and industry bodies, who came together to hear insights from top marketers, strategists and futurists on the outlook for the year ahead.
Futurist and Say Robots founder, Katie Rigg-Smith, and Fear and Greed podcast hosts, Sean Aylmer and Michael Thompson, delivered keynote presentations on the economic forecast for businesses, the trends set to be top-of-mind for consumers in the coming months, and the impact on independent media agencies and their client campaigns.
Aylmer and Thompson explored the economic outlook for 2026, noting the next 12 months were set to bring a period of uncertainty, amid rising inflation and continued tension in the US and the
Ukraine. Rigg-Smith discussed the shift to experiencing AI, rather than thinking about it, along with the rise of frictionless proactive assistance and agentic AI that helps agencies compare, buy and create with ease.
“Multi-modal AI is set to change the way we search and respond to brands,” she said.
“Brands will converse with people across multiple forms of communication and will be able to tailor conversations to the mood of an individual during that moment in time. Brands will need to think about how they break through the algorithm if AI is recommending everything you need in life.
“Agentic AI will also change the way we get things done. We’re in an era of hyper-personalisation and hyper-relevance, meaning there is even more need for serendipity, discovery and creativity.
“Moving forward, independent agencies will need strategic foresight, including scenario planning around AI shifts at least once a quarter. Testing and learning will also continue to be critical, along with doubling down on upskilling, reskilling and unlearning and considering how your talent mapping strategies integrate with AI and machines.”
Little Black Book managing editor AUNZ, Brittney Rigby, and Rick Barry chief creative officer, Alex Derwin, explored some of the globe’s best creative work, and how agencies can support their creative partners and teams to achieve excellence and effectiveness.
Delving into campaigns from global brands like IKEA and Twix, the pair said brands still needed to know their tone and lean into private moments to cut-through the noise. They also examined several out-of-home campaigns, noting that analogue marketing was having a serious moment and offline campaigns could yield strong results for brands.
A panel discussion around AI, moderated by Australian Centre for AI in Marketing co-founder, Louise Cummins, brought together insights from oOh!media chief product and marketing officer, Bel Harper, BRAIVE AI agency founder, Matt Travers, Rigg-Smith, expert chief marketing officer, Kathryn Illy, and Reid.
“As entrepreneurs and as part of the IMAA, we’re risk takers by nature. How many things have we done that have failed and we’re okay with that – it’s the same thinking around AI. Know that there are going to be things that you do, that you build, that you buy and that you borrow, that may not work, but you’ve given it a go and it’s the learnings that you put into it, and the fact your people are going on that journey with you – that’s most important..” said Reid.
“I think the big opportunity for us with AI is the time saving and our response to our clients. We want to have the time to be able to carve a path for our strategic relationship with the agencies we’ve got. So for us, it’s about using AI to organise all of that and our data into a space to be able to start to have much deeper and more strategic conversations with agencies,” added Harper.
“Agencies need to consider that AI literacy will be foundational for everyone in the next five years. It’s not just about using ChatGPT but understanding: where is the data being ingested from? How is it being used and why is it being used? And as agencies, you need to have that level of depth, otherwise, clients can just do it themselves,” explained Rigg-Smith.
“I always come back to the importance of critical thinking, deductive reasoning and judgement. If you have critical thinking, deductive reasoning and judgement, then no matter what technology changes around you and what skills you’ve acquired, you have an anchor point.”
The Melbourne Indie-Pendence Day conference will be held on Thursday, 26 February at the Melbourne Cricket Ground’s AFL Dining Room in the Shane Warne Stand. It will be followed by a networking session, presented by News Australia and Tubi.
“Our annual Indie-Pendence Day conference is a chance to equip our members with the knowledge to win the year ahead, with critical learnings and actionable insights they can take into their own businesses,” said Buchanan.
“Landmark days like this remind us just how far the sector has come. When we launched the IMAA six years ago, our ambition was simple, but bold: to give independent agencies a stronger voice,
fairer access and a genuine seat at the table. This year, I think it’s fair to say our goals have been achieved – we are the largest media association in Australia, and our professional development initiatives, our research, and our advocacy work is now embedded into the fabric of the industry.
“Today marks the next chapter for the IMAA. As we announce our key priorities for the next 12 months, our focus is on being at the forefront of change. Our new Tech Council, along with continued investment in our education and professional development programs and the strengthening of our board, is all about ensuring the independent media agency sector is leading the charge, not following it.
“We’re indebted to our 170-strong IMAA community, our media partners and our broader industry association connections, who continue to back the independent sector. The ongoing success of our initiatives is a direct result of those who have supported them, showed up and leaned in. We’re looking forward to continuing our efforts to ensure indies are no longer an after-thought, but a first-choice partner.”
