The IMAA, the national, not for profit industry association for independent media agencies launched last year.
Since then it has continued to grow its membership base and make a series of big announcements, including its trade credit deal and a number of new media partners.
Mediaweek has been profiling members of the IMAA – previous features can be found here.
This week we spoke to the founding director of Impetus Media Janet Boey.
Before founding her own agency Boey had previously served on the Management Team at Merchant and Partners, Initiative and Mediacom and headed The RedHouse, a Westpac dedicated agency within GroupM.
Boey then founded Impetus Media in 2009 after recognising that many businesses are not well served by the big and even smaller agencies.
“Often clients are not getting what they need from a big agency simply because they do not take the time to get to know their business intimately. Or, from smaller agencies, because they do not have the expertise to help grow their business.
“Our insights into the fast-changing media environment and our strong relationships with media owners will deliver both strategic advantage and value that will make our clients’ campaigns stand out from the crowd.”
Clients
When the agency launched its founding clients included Pilot Pen and Brita, both still with Impetus Media along with the agency’s first pitch win OZ Design Furniture.
However, Boey has also continued to add to her stable of clients with recent wins despite the turbulent year that agencies have had due to the Covid-19 pandemic.
“Despite the year 2020 was, Impetus has gained several new clients in Avant Doctors Financial Services, Nuance Communications, Dr. LeWinn’s, Fruit Growers Victoria and was invited by the Macquarie University director of marketing and communications to help them launch their S2 2021 campaign within a very short timeline.”
Specialisations
When asked about her agency’s specialisations, Boey said that things such as trust, transparency, agility, and innovation should be important to any indie agency. She also mentioned the strategic side of operations as a strength.
“Strategic thinking with strong capabilities in Business Science has long been perceived as the domain of multinationals. But at Impetus, our strategic capability is second to none as we all hail from senior positions at various multinational groups.
“We always interrogate and challenge outcomes arising from tools and technology, modelling, research and apply data analytics to deliver first-class upstream support for our clients.
“Meanwhile, we do not lose sight of our downstream responsibilities to deliver comprehensive accountability to our clients at all times.
“This includes continuous optimisation of all channels, not just digital media and crucially, application of insights to further shore up performance and quantifiable outcomes.”
The IMAA
The IMAA launched last year and agencies like Impetus Media were quick to join with Boey saying that is a very fruitful relationship for her agency.
“The weekly media sessions are extremely beneficial in keeping us up to speed with industry changes and developments.
“Likewise, access to events such as the Think Premium Digital event, IMAA specific opportunities eg. Trade Credit Insurance and the IMAA Networking supporting fellow Indies in our bid to be more competitive, collectively.”
