Mediaweek has teamed up with the IMAA to give its indie leaders a platform to talk about their work, their take on the industry, and what keeps them busy beyond the day job.
For Katy Lozancic, general manager at Pearman Media, that work is grounded in an independent model that’s been part of the Australian media landscape for nearly three decades.
The agency, founded by Dominic Pearman, has grown its capabilities over time, expanding into a broader full-service offering that includes specialist expertise in theatre and live entertainment, as well as PR and content partnerships.
It’s a business built on media planning, buying and market analysis, but with the flexibility that comes from being locally owned and operated. And for Lozancic, that independence shapes not just how the agency works but also how it shows up for clients day-to-day.
Here, she talks about leading within an established indie, how the business is evolving, and what continues to hold her attention in a fast-moving media environment.
When did the agency join the IMAA?
Dominic Pearman was one of the founders and the first chairman of the IMAA in 2020, driven by the belief that independent agencies could achieve more by working together – sharing knowledge, supporting people development and building stronger businesses collectively.
What sets your agency and its offering apart from others?
What sets Pearman apart is the combination of experience, stability and modern capability. Clients don’t have to choose between deep experience and contemporary thinking; they get both.
Our team understands the role brand, reach, and mass media play in long-term growth, while also knowing how performance, programmatic, search and social deliver accountability in the short term.
That balance allows us to make connected decisions across the full channel mix, rather than working in silos or chasing trends.
Ultimately, Pearman stands out because we’re experienced without being outdated, modern without being experimental, and genuinely independent in a way that benefits clients commercially, strategically and operationally.
Indie agencies are increasingly seeing success with major pitches. What differentiates your pitch approach from that of larger agencies?
We start with the client, not ourselves.
We don’t come into pitches with a fixed model or pre-built solution; we spend time understanding where the business really is, what’s working, what isn’t, and what success actually looks like.
Independence gives us the flexibility to adapt our thinking, resourcing and approach based on what will deliver the best outcome for the client, even if that means keeping things simpler or changing course.
Our pitch process feels more like the beginning of a partnership than a performance.
It’s collaborative, practical and grounded, balancing long-term brand thinking with short-term accountability. Clients value that we show up as people they can work with; experienced, straight talking and focused on outcomes.
Who have been your latest agency account wins?
Most of our new business continues to come through our network and word of mouth, reflecting long-standing relationships, trust, and results.
We recently won the BJP Physical Culture account through a relationship with the CEO that goes back more than 20 years. Not through a formal pitch, but shared history and confidence in how we work.
We also expanded our remit with Compact Home Lifts last year to include all performance-led digital activity, following a year of strong partnership and demonstrated impact.
While we haven’t traditionally been a pitch-heavy agency, we’re now well set up to compete in structured pitches, bringing the same partnership-led, client-first mindset.
What’s a piece of work you’re most proud of?
The work I’m most proud of isn’t a single campaign or client outcome, it’s the people I’ve had the chance to support and develop over my career. Seeing individuals I’ve worked with go on to do incredible things across the industry is deeply rewarding.
Philippa Moig is a great example – I worked with her early in her career and watched her grow into the leader she is today as CEO of UnLtd.
Knowing I played a small part in helping people build confidence and capability is something I value enormously.
Independent agencies have a real opportunity to create environments where talent can thrive and step into leadership.
As a leader, how do you switch off from work and unwind after a busy week?
Most of my time outside work revolves around family. I have three kids under 10, so weekends are spent on sports and activities, which is a great reset.
When I get downtime, I love reading, following my football team back home in the UK, and getting outdoors, whether that’s a family bush walk, beach trip or picnic.
What does success look like for you over the next 12 months?
Success looks like Pearman continuing to do strong work and being recognised for the results it delivers for clients. Just as importantly, it’s about seeing our people grow, thrive and feel proud of the work they’re doing.
See here for past editions of IMAA Spotlight.
Main image: Katy Lozancic