The IMAA has welcomed 45 media partners joining in 2024, making the total number a record for the organisation.
This year, 40 media organisations have re-committed to supporting the independent media agency sector again, along with five new media partners.
Among those returning as media partner supporters this year are Nova Entertainment, Nine, Seven Network, Network10, Acast, ACM, Amazon, ARN, Bishopp, Blis, Cartology, Crimtan, Criteo, Foxtel Media, GoTransit Media Group, Gumtree Media, GWI, IAS Integral Ad Science, Insticator, JCDecaux, LinkedIn, Meta, Moove Media, News Corp Australia, Nexxen, oOh!, Pinterest, QMS, Quantcast, Reddit, SCA, Scentre Group Brandspace, Sports Entertainment Network, Spotify, StackAdapt, Taboola, TikTok For Business, Tonic Media Network, Val Morgan, and Weatherzone, and welcomes new partners Adobe, Audience360, Mamamia, Motio and Snap.
IMAA CEO, Sam Buchanan, said: “We are humbled to have a historic number of media partners on- board for 2024.The majority of our media partners have been fantastic supporters of the IMAA since its inception in 2020 and we are so grateful for their support. We’re also thrilled to welcome our five new partners and the 40 media organisations reaffirming their commitment to the IMAA this year.
Buchanan noted that the organisation’s strong partnerships with the media industry show the continued industry support for independent agencies.
“The IMAA’s track record for delivering real results for its members. It’s a sign of the ever-growing power of Australia’s independent media agency sector, particularly in winning major clients and delivering effective and award-winning campaigns. I’m delighted to introduce our five new partners – Adobe, Audience360, Mamamia, Motio and Snap,” he added
Taboola joined the IMAA as a media partner in 2023 and CEO and founder, Adam Singolda, said the company is looking forward to continuing to support the Australian independent media agency sector in the year ahead.
“These agencies are making significant headway in the broader media industry, winning major national and international clients, and delivering real value for their clients. We are proud to continue to support the IMAA and its efforts to promote independent media agencies,” Singolda added.
Meanwhile Phil Cowlishaw, Adobe Advertising Global managing director, said: “We are excited to work with the broader group and build upon our legacy of supporting the indies and collaborating to drive success.”
Audience360, managing director, Jenny Parkes, said both Audience360 and the IMAA have a shared ambition to future-proof the media industry in Australia.
“With two significant challenges on the horizon – the phasing out of third-party cookies and changes in privacy regulations – our partnership has come at an opportune time. Together, we aim to help independent agencies and their clients overcome these challenges through our innovative approach and tailored solutions,” she added.
Mamamia national head of sales, Independent Agencies & Direct, Holly Yates, said: “Mamamia is looking forward to the collaboration, helping IMAA members and brands to connect even more deeply with women and their purchasing super power.”
Adam Cadwallader, CEO Motio, said: “The partnership is a very natural next step and we are looking forward to working closely with Sam and the team to be a part of the innovative work that is being driven through IMAA and the incredibly hard working independent agencies that are the backbone of Australian media.”
Snapchat agency lead, Dina Bailey, said: “Snapchat is proud to partner with the IMAA to support independent agencies. The IMAA plays a critical role in this landscape, providing inspiration, education and support in an innovative, client-focussed and growing space. We are thrilled to be working with the IMAA team in 2024 and partnering more closely with Australia’s dynamic independent agencies.”
For the first time, 2024 media partner applications were reviewed against a criteria of channel diversity, market alignment, customer needs and feedback to ensure they aligned with the IMAA’s overall strategic objectives.
The media partner announcement comes ahead of a busy year for the IMAA, with major member events planned across the nation, including The Greatest Media Show conference on 20 February, another industry-first delegation to the Northern Territory, networking opportunities, and sustainability and charity activations.
IMAA industry body partners include Boomtown, Commercial Radio & Audio, Outdoor Media Association, ThinkTV, and Think News Brands.
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Top image: Sam Buchanan