By Diane Markovski, founder of Lit Agency
Wednesday marked the fifth anniversary of the establishment of the IMAA in Australia, aimed at creating an equitable environment for all independent agencies. This development held significant importance for indie agencies, as it fosters a more balanced playing field, ensuring that independent firms receive equal treatment and opportunities comparable to larger media entities, with which many of us have collaborated or worked in the past.
It is reassuring to know that we are supported as independent agencies, with access to additional training and mentorship that guarantees every indie team can seize opportunities, whether through training sessions or presentations, thereby facilitating our growth.
Let me begin with Jo Griggs from Channel 7, who recounted her unexpected journey into the media industry. It is often a surprise to many, and to be candid, when I entered the media landscape in 2003, it resembled the Australian version of “The Devil Wears Prada” in publishing. Practices that would be deemed unacceptable today were often overlooked back then, and I can confidently state that the media landscape has evolved for the better.
Jo Griggs
Jo’s reflections on her experiences resonated deeply, particularly for those of us who have been in the industry long enough to remember the days of commissions and leisurely lunches, which have now transformed into sales deadlines and the need for permission to be taken out for a catch up coffee.
The CEO power panel provided valuable insights and advice on how they, along with their brands, can help propel indie agencies forward.
Nat Harvey, the CEO of Mamamia, shared insights regarding data and how they can support agencies in their growth or provide their clients with access to Mamamia’s extensive resources. Meanwhile, Michael Miller from News Corp offered detailed comparisons between the US and Australian markets, highlighting the trend of US companies seeking to establish their own impact rather than aligning with existing entities.
Ciaran Davis, Nat Harvey, Jane Waterhouse, Matt Stanton and Michael Miller
The topic of AI remains a focal point, emphasizing its potential to enhance the efficiency and effectiveness of service delivery within indie agencies. It is essential for individuals to recognize that, similar to other professions, we have our governing body for indie agencies, which is the IMAA. We all undergo various evaluations and assessments.
Indie agencies are smaller and nimble but usually filled with more years of experience than some of the big guys.
I urge clients to work with a IMAA associated indie agencies as you really will get a dedicated and talented team backed by a great leadership team of the IMAA. We have access to great partners and have the support.
Sam Buchanan
Top image: Diane Markovski