Independent Media Agencies of Australia (IMAA), the national industry body representing independent media agencies, has revealed its plans for 2026 at its annual general meeting (AGM).
The Media Store‘s COO Jacquie Alley was voted in by members for another two-year term.
Following the AGM, she was nominated by fellow board members to continue as chairperson, with BCM group chief executive officer Phil McDonald as deputy chair, Advertising Room CEO Melissa Roberts as secretary, Media Republic Director, Steve Fagan transitioning the treasurer role to Pivotus CEO and founder Michael Petersen at the end of the financial year, and becoming the second deputy chair.
The AGM brought together the IMAA team, its board of directors, member agencies, auditor and governance consultant to reflect on a landmark year for the organisation and the Australian independent media agency sector while firming up its 2026 leadership team and releasing its Annual Report.
The IMAA outlined several focus areas for 2026, with the upcoming launch of its 2026 Trend Report, along with updated AI Guiding Principles and new Data and Privacy guidelines. The industry body will continue its IMAA Academy, the Female Leaders of Tomorrow and Pitch-Chella initiatives, its Indie Census and further group deals for members expanding on its 38 deals this year to continue to level the playing field for indies.
Next year will also see the return of its annual Indie-Pendence Day conference, which will run in both Sydney and Melbourne for the first time, along with its popular Byte series.
“In just five years, the IMAA has transformed the landscape for independent media agencies in Australia. We’ve cemented our place as a connected and influential community, ensuring indie agencies are no longer a secondary choice but a preferred partner for brands seeking agility, creativity, and personal service,” Alley said.
“We’ve levelled the playing field – ensuring that scale, access to industry tools, and the cost of doing business is no longer a barrier for choosing an independent media partner. Our advocacy has driven real change, positioning indies at the centre of national industry conversations and championing Australian-owned businesses that keep profits and expertise right here at home,” she said.
“Everything we do is guided by member feedback and a shared passion to make the industry stronger together. Looking ahead, we’ll continue to lead with purpose, focusing on education, advocacy, and community to elevate the entire independent media sector,” Alley said.
The IMAA celebrated its fifth anniversary this year and record membership of close to 170 indie media agency members and 45 media partners.
Alley highlighted the year’s key achievements, including the IMAA’s ongoing mission to nurture emerging industry talent with the national expansion of the Female Leaders of Tomorrow Programme to 32 mentor-mentee pairings, and the return of Pitch-Chella, with 76 up-and-coming agency professionals delivering bold campaign ideas for Mission Australia.
This year, the IMAA also continued its investment in critical sector insights with its Indie Census, Pulse Survey and Salary Survey, while also deepening its work with First Nations enterprise partner King’s Narrative with an immersive trip to the Northern Territory.
Alley also noted the ongoing growth of the industry-first IMAA Academy, that has trained more than 1,700 indie employees in the craft of media.
“This year has been about pushing the needle on the role and power of indies nationally; I’m thrilled to say the independent media agency sector has truly found its seat at the table. This year, we’ve really seen the indies own the market, in a way they never have before. It’s a testament to the ongoing work of the IMAA and our deep commitment to representing and multiplying the strength of Australian-owned agencies,” IMAA CEO Sam Buchanan said.
“As we head towards 2026, we’re looking to the next phase of growth for the independent sector, in a climate of uncertainty but also opportunity as indies continue to impress with their agility and people who truly understand and are invested in their clients’ businesses. Our focus now is on continuing to push forward the movement, the culture, the heartbeat we’ve established for Australia’s independent media agency sector.
“2026 is set to be the biggest year yet for the indies – they represent stability, local knowledge and deep expertise. For many clients, an Australian-owned indie is no longer a nice-to-have, it’s a strategic advantage. The question now isn’t ‘why choose an indie?’ – it’s ‘why wouldn’t you?’”
The IMAA board will meet at an offsite in February 2026 to set the strategic direction for 2026 and beyond. The focus for next year is to continue to support IMAA members to stay ahead of the curve and grow their businesses, whether that be through education, group deals, advocacy, benchmarking and community events.
The organisation will also continue its government advocacy efforts, championing the indie agenda at both Federal and State government levels.
