Independent Media Agencies of Australia (IMAA) has confirmed its leadership team for 2026, reappointing Jacquie Alley, The Media Store chief operating officer, as chair following a year of record membership and expanded industry programs.
The announcement was made at the organisation’s annual general meeting, which brought together member agencies, the board, the auditor, and the governance advisor to review the IMAA’s fifth anniversary year and to release its annual report.
Membership now sits at close to 170 indie agencies and 45 media partners.
Leadership reaffirmed for 2026
Alley was elected to a further two-year board term and subsequently reconfirmed as chair by the directors.
BCM Group chief executive officer Phil McDonald will continue as deputy chair, while Advertising Room chief executive officer Melissa Roberts remains secretary.
Media Republic director Steve Fagan will transition the treasurer role to Pivotus chief executive officer and founder Michael Petersen at the end of the financial year, with Fagan also stepping into a second deputy chair position.
A year of talent, training and sector insights
Alley told members that IMAA’s investment in capability-building continued to accelerate in 2025, including the national expansion of the Female Leaders of Tomorrow program to 32 mentor–mentee pairings and the return of Pitch-Chella, which saw 76 emerging agency professionals pitch campaign ideas for Mission Australia.
The IMAA also continued to develop sector intelligence through its Indie Census, Pulse Survey and Salary Survey, and strengthened its partnership with First Nations enterprise King’s Narrative, including an immersive visit to the Northern Territory.
The industry-first IMAA Academy has now trained more than 1,700 indie employees in media fundamentals.
“In just five years, the IMAA has transformed the landscape for independent media agencies in Australia,” Alley said.
“We’ve cemented our place as a connected and influential community, ensuring indie agencies are no longer a secondary choice but a preferred partner for brands seeking agility, creativity and personal service.”
“Everything we do is guided by member feedback and a shared passion to make the industry stronger together. Looking ahead, we’ll continue to lead with purpose, focusing on education, advocacy and community to elevate the entire independent media sector.”
2026 focus: AI guidance, data standards and major events
The IMAA outlined several priorities for 2026, including the launch of its Trend Report, updated AI Guiding Principles, and new data and privacy guidelines.
Its core programs – the IMAA Academy, Female Leaders of Tomorrow, Pitch-Chella and the Indie Census – will continue, alongside further expansion of the group deals program, which reached thirty-eight agreements this year.
Indie-Pendence Day will return in 2026 with events in both Sydney and Melbourne for the first time, along with the Byte series of member briefings.
The board will hold a strategic offsite in February to set the organisation’s multi-year roadmap, with a continued emphasis on education, advocacy, benchmarking and community events.
The IMAA will also maintain its government engagement work at both the federal and state levels.
Sector momentum heading into 2026
IMAA chief executive officer Sam Buchanan said independent agencies had “truly found their seat at the table” in 2025.
“This year has been about pushing the needle on the role and power of indies nationally,” Buchanan said.
“As we head towards 2026, we’re looking to the next phase of growth for the independent sector, in a climate of uncertainty but also opportunity.”
He added that Australian-owned agencies now represent “stability, local knowledge and deep expertise” for clients. “For many, an Australian-owned indie is no longer a nice-to-have; it’s a strategic advantage. The question now isn’t ‘why choose an indie?’ – it’s ‘why wouldn’t you?’”
Top image: Steve Fagan, Melissa Roberts, Jacquie Alley, Phil McDonald & Michael Petersen