IMAA launches Indies Up Close forum for agency leaders

Independent Media Agencies Australia (IMAA) is launching a new industry forum aimed at putting independent agency decision-makers and their commercial partners in the same room for candid conversations about growth, strategy and the future of media.

Indies Up Close will be held on 23 September at the Mitchell Library at the State Library of NSW in Sydney, with founder and strategy panels, audience Q&As, facilitated small-group discussions and networking.

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Founders and strategists take the stage

The founder panel will feature Equality Media + Marketing founder and managing director Marilla Akkermans, Hatched Media managing partner and CEO Stephen Fisher, Thinkerbell CEO and partner Margie Reid and Enigma founder Lisa Sutton-Gardner.

The discussion will focus on leadership, growth and the realities of building independent Australian agencies as businesses contend with economic pressure, new-business demands and changing client expectations.

A second panel will turn to investment, strategy and partnerships. It features This Is Flow head of investment Sue Cant, Half Dome strategy director Adrian Cosstick, Yango general manager of product and operations Robert Nagy and Love Media managing director Rob Wall.

That session will examine channel planning, agency investment decisions and what agencies expect from media and technology partners in an increasingly competitive market.

Agency-partner relationships under the microscope

IMAA CEO and event host Sam Buchanan said the forum was developed in response to demand from both agencies and partners for more commercially focused discussion.

“Our members and partners have consistently told us they want greater opportunities to have open, commercially relevant conversations that really focus on what they need to thrive - growth, partnerships and the future of media,” Buchanan said.

The event comes as independent agencies navigate a mixed operating environment. IMAA’s 2026 Indie Census, based on responses from 157 agencies, found 61 per cent expected advertising expenditure to remain flat or grow in FY27, while 70 per cent of members reported annual billings above $11 million in FY26.

Buchanan said agency priorities for the forum include economic pressures, client expectations, revenue growth and new-business challenges, while partners are seeking greater transparency around what agencies value and where vendor relationships can improve.

“This is a chance to provide our industry media partners with direct access to agency decision-makers to foster stronger collaboration, build deeper strategic relationships and continue that critical value exchange,” he said.

IMAA expects around 100 attendees from its publisher, platform and technology partners and industry bodies, alongside senior independent agency leaders. The program will conclude with facilitated breakout discussions and networking.