IMAA takes media leaders on Country to rethink representation

Independent Media Agencies Australia (IMAA) has taken 15 senior media and agency executives to Alice Springs for its third annual Kings Narrative Immersion Experience, putting media representation and reconciliation at the centre of a four-day visit on Country.

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The program forms part of IMAA’s Reconciliation Action Plan and was developed by Aboriginal-owned social enterprise Kings Narrative. It gave industry leaders the chance to engage directly with First Nations culture and consider how media and advertising can influence the way Aboriginal people are represented.

Media leaders head to Alice Springs

The delegation included executives from Go Transit, Nexxen, Slingshot, The Media Store, Tapt Media, The Advertising Works, IAS, Thinkerbell, Yango, Joy Agency, Blis, Scentre Group and Cool Media.

Among those taking part were Go Transit Executive General Manager Andrea Coles, Nexxen APAC Vice President Andrew Dixon, Slingshot General Manager Laura Dodds, The Media Store CEO Stephen Leeds, Thinkerbell CEO Margie Reid and Yango CEO Nick Murdoch.

They were joined by Go Transit Director of Sales Kirrily Hirst, Tapt Media Managing Director Tom Malone, The Advertising Works CEO Chris May, IAS Country Manager ANZ Jessica Miles, Thinkerbell Managing Director Jamie Morgan, Joy Agency Head of Strategy and Insight Luisa Paton, Blis Regional Director ANZ Sales Elias Psarologos, Scentre Group BrandSpace Media Victorian Group Manager – Direct & Independent Agencies Liz Maplestone and Cool Media Head of Global Advertising Sales Deryck Wills.

IMAA CEO Sam Buchanan and Partnerships Co-ordinator Nikolina Gavranic also attended.

Culture, community and the media’s influence

The four-day program included a bush medicine workshop, fireside talks and a bush food workshop hosted by Arrernte woman Rayleen Brown. Delegates also took part in a sip and paint session hosted by Aboriginal creative collective No Fixed Gallery and visited Standley Chasm and Simpson Gap.

The group heard from Alice Springs Mayor Asta Hill, local teacher Matt Axten, Kings Narrative Operations Manager Kynan Carmody and Business Manager Jessica Carmody. Discussions covered perceptions of Alice Springs, the media’s role in shaping those perceptions and opportunities for the local community.

The delegation also visited Kings Narrative’s headquarters and met Managing Director Tyson Carmody. The Aboriginal-owned, profit-for-purpose organisation was founded in 2021 and provides culturally safe counselling, coaching and support programs for Aboriginal men and boys.

IMAA has partnered with Kings Narrative since 2022 through its Reconciliation Action Plan.

‘They influence what Australians see, hear and believe’

Carmody said the partnership was particularly important because of the influence held by people working across 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,” she said.

“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.”

Carmody said the impact needed to continue after delegates returned home, including through the conversations they have, the ideas they challenge and the opportunities they create for Aboriginal people.

She added that IMAA funding through its Make a Difference initiative had supported equipment for Barber Blak Kings, resources for on-Country programs and trauma and healing facilitation training.

Turning immersion into industry change

Buchanan said the 2026 visit marked his third cultural immersion trip to Alice Springs.

“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,” he said.

“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.”

Buchanan said Kings Narrative’s work helped Aboriginal men “re-author their own stories” and move beyond narratives that could 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.”