Independent Media Agencies Australia has outlined its 2026 roadmap.
Held at HOYTS Entertainment Quarter and sponsored by News Australia and Tubi, the event attracted nearly 230 IMAA members, media partners and industry representatives.
The conference focused on the economic outlook for 2026, AI transformation and the future of creativity in an evolving media landscape.
New tech council to guide AI transformation
IMAA CEO Sam Buchanan revealed plans for a newly formed Tech Council, designed to bring together agency leaders across technology, data and digital innovation.
Image: IMAA
The council will help guide independent agencies through rapid technological shifts, particularly in AI and automation.
Buchanan also confirmed continued investment in the IMAA Academy, with new courses focused on AI and emerging capabilities set to launch later this year.
The association’s Byte series will return in 2026, including dedicated Outdoor Byte events centred on the out-of-home sector.
In addition, the IMAA’s cultural immersion trip will return, with industry leaders travelling to the Northern Territory in August alongside First Nations partner Kings Narrative.
The organisation also announced board expansions, with Thinkerbell CEO Margie Reid and Hatched chairman Mike Wilson joining the 2026 board.
Economic uncertainty and AI acceleration dominate agenda
Keynote speakers futurist Katie Rigg-Smith and Fear and Greed podcast hosts Sean Aylmer and Michael Thompson explored the economic outlook for the year ahead.
Image: IMAA
Aylmer and Thompson noted that 2026 is expected to bring continued uncertainty amid rising inflation and geopolitical tensions in the US and Ukraine.
Rigg-Smith focused on the shift from thinking about AI to experiencing it, pointing to the rise of frictionless assistance and agentic AI.
“Multi-modal AI is set to change the way we search and respond to brands,” she said.
“Brands will converse with people across multiple forms of communication and will be able to tailor conversations to the mood of an individual during that moment in time. Brands will need to think about how they break through the algorithm if AI is recommending everything you need in life.
“Agentic AI will also change the way we get things done. We’re in an era of hyper-personalisation and hyper-relevance, meaning there is even more need for serendipity, discovery and creativity.
“Moving forward, independent agencies will need strategic foresight, including scenario planning around AI shifts at least once a quarter. Testing and learning will also continue to be critical, along with doubling down on upskilling, reskilling and unlearning and considering how your talent mapping strategies integrate with AI and machines.”
Creativity, risk and AI literacy
Little Black Book Managing Editor AUNZ Brittney Rigby and Rick Barry Chief Creative Officer Alex Derwin highlighted standout global creative work, including campaigns from IKEA and Twix, noting that brands must remain clear on tone and embrace intimate, human moments to cut through.
Image: IMAA
An AI panel moderated by Australian Centre for AI in Marketing co-founder Louise Cummins featured Bel Harper (oOh!media), Matt Travers (BRAIVE AI), Kathryn Illy and Margie Reid.
Reid said experimentation remains core to the independent mindset.
“As entrepreneurs and as part of the IMAA, we’re risk takers by nature. How many things have we done that have failed and we’re okay with that – it’s the same thinking around AI. Know that there are going to be things that you do, that you build, that you buy and that you borrow, that may not work, but you’ve given it a go and it’s the learnings that you put into it, and the fact your people are going on that journey with you – that’s most important.”
Harper added: “I think the big opportunity for us with AI is the time saving and our response to our clients. We want to have the time to be able to carve a path for our strategic relationship with the agencies we’ve got. So for us, it’s about using AI to organise all of that and our data into a space to be able to start to have much deeper and more strategic conversations with agencies.”
Rigg-Smith emphasised foundational literacy: “Agencies need to consider that AI literacy will be foundational for everyone in the next five years. It’s not just about using ChatGPT but understanding: where is the data being ingested from? How is it being used and why is it being used? And as agencies, you need to have that level of depth, otherwise, clients can just do it themselves. I always come back to the importance of critical thinking, deductive reasoning and judgement. If you have critical thinking, deductive reasoning and judgement, then no matter what technology changes around you and what skills you’ve acquired, you have an anchor point.”
Illy noted that trust and risk management remain top concerns for CMOs navigating AI adoption.
‘The next chapter’ for indies
Sam Buchanan Image: IMAA
Buchanan said the conference marked a milestone moment for the association.
“Our annual Indie-Pendence Day conference is a chance to equip our members with the knowledge to win the year ahead, with critical learnings and actionable insights they can take into their own businesses.
“Landmark days like this remind us just how far the sector has come. When we launched the IMAA six years ago, our ambition was simple, but bold: to give independent agencies a stronger voice, fairer access and a genuine seat at the table. This year, I think it’s fair to say our goals have been achieved – we are the largest media association in Australia, and our professional development initiatives, our research, and our advocacy work is now embedded into the fabric of the industry.
“Today marks the next chapter for the IMAA. As we announce our key priorities for the next 12 months, our focus is on being at the forefront of change. Our new Tech Council, along with continued investment in our education and professional development programs and the strengthening of our board, is all about ensuring the independent media agency sector is leading the charge, not following it.
“We’re indebted to our 170-strong IMAA community, our media partners and our broader industry association connections, who continue to back the independent sector. The ongoing success of our initiatives is a direct result of those who have supported them, showed up and leaned in. We’re looking forward to continuing our efforts to ensure indies are no longer an after-thought, but a first-choice partner.”
The Melbourne Indie-Pendence Day conference will take place on February 26 at the Melbourne Cricket Ground, followed by a networking session.
Top Image: IMAA