The Independent Media Agencies of Australia (IMAA) has confirmed 18 member agencies will participate in its 2025 Pitch-Chella program, with teams tasked with developing media campaigns for Mission Australia.
Now in its second year, Pitch-Chella provides a platform for early-career professionals from independent agencies to develop and showcase their pitching capabilities.
The initiative is sponsored by Audience360 and supported by Meta, News Corp Australia, and Pinterest.
A total of 21 teams from the 18 agencies will create campaign pitches aimed at raising brand awareness and driving support for Mission Australia’s work addressing homelessness in Australia.
Agencies on board
Agencies taking part include:
- Alpha Digital
- Assembled Media
- Admatic
- Audience Group
- Advertising Associates
- Bang Digital
- Customedia
- Co.gency
- Hatched
- Impressive
- Kaimera
- Noisy Beast
- Pearman Media
- TFM Digital
- Slingshot
- The Media Store
- The Pistol
- Vonni Media
Participants will submit written pitches covering paid, earned, and creative media strategies, along with proposals for ‘always on’ support during Mission Australia’s key fundraising windows in winter and at Christmas.
Judging panel
Campaigns will be judged by a panel of marketing leaders, including:
- Jenny Parkes, Managing Director at Audience360
- Steven Wright, Business Director and Global Media Lead at TrinityP3
- Daniel Johns, Managing Partner at Tumbleturn Marketing Advisory
- Adam Hickey, Founder of Orand
- Greg Graham from Sparrow’s Nest Consulting.
Finalists will be announced on June 24, with virtual pitch presentations scheduled for July 2. The winning team will be revealed at a closing event on July 17 at Bells Hotel in Melbourne.
Mike Wilson, Hatched Chairman and IMAA Leadership Team member, said the program reflects the IMAA’s commitment to professional development within the independent media sector. “This year, we’re looking for pitches that are innovative, intelligent and creative — campaigns that can generate a disproportionate impact,” Wilson said.
Pitch-Chella 2025 is being coordinated by a steering committee including Wilson, Lisa Blackshaw of Co.Gency, and Taylor Fielding of TFM Digital, in collaboration with the IMAA.
For more information, visit: theimaa.com.au/pitch-chella