Independent Media Agencies of Australia (IMAA) claims indie agencies have won more than 100 major new clients across the country this year – many won from multinational agencies, following competitive pitch processes.
IMAA canvassed 160 of its members for the results which reflect one of the most successful growth periods for independent agencies across Australia. The results reflect the high amount of pitches and account moves that have happened this year.
IMAA CEO Sam Buchanan told Mediaweek while the organisation does not have the quantitative data, “Anecdotally, it feels like there has been an increase in activity post-Covid.”
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Buchanan said the high number of accounts won by indie agencies this year is a show of the growing dominance of the indie agency sector.
He noted that seeing client wins in triple figures for the past 12 months also highlights the increasing appetite for independent agencies nationally.
“Clients across all verticals and sizes, including some of Australia’s leading brands, are seeking out partnerships with independent agencies because of their ability to deliver.
“The huge number of client wins and the strong retention rate across the sector is a testament to the work of our members and the IMAA, in levelling the playing field and bringing awareness to the sector nationally,” he added.
Looking ahead, Buchanan said that the IMAA and its members are heading into another bumper year in 2024. “I’m excited to see the indies continue to gain ground across Australia,” he added.
Among the notable wins, this year were This Is Flow winning Air Asia and A2 Milk, Vitasoy, GMHBA and Frank Health Insurance won by Half Dome, Hatched winning Forty Winks and Who Gives A Crap, Lululemon Australia and Blacktown City Council won by Murmur, Slingshot’s wins Capilano, Hamilton Australia, Inghams and Standards Australia, and The Media Store winning About Time We Met, Cure Cancer, Travel Texas and ZircoDATA.
Many Australian independent agencies also retained several major accounts in 2023, including Suzuki Australia (Noisy Beast), Energy Australia (Intender), Mitsubishi Electric and Mirvac (g squared), and Maserati Australia (3Forward), among others.
Independent agencies also recorded expanded remits for many clients, including Wired Co, which added SEO to its work for client R.M. Williams and paid search to its partnership with Georg Jensen Australia.
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Top image: Sam Buchanan