Mediaweek has teamed up with the IMAA to give its indie leaders a platform to talk about their work, thoughts on the industry, and their interests outside their working lives.
This time, we’re chatting with Sam Makwana, General Manager at independent digital agency Impressive.
Makwana has been with the agency for six years, rising through the ranks from leading its SEO division to now overseeing the bigger picture – people, process, finance and strategy. It’s a role that reflects both his tenure and the agency’s evolution.
Headquartered in Melbourne with a footprint in the US, Impressive operates across creative, tech and strategy, leaning into data-led, multi-channel campaigns designed to drive conversions without sacrificing quality.
It’s also firmly platform agnostic – less about pushing one channel, more about finding the right mix – which, in today’s fragmented media landscape, feels less like a point of difference and more like table stakes done well.
In short, it’s an agency built for a market that doesn’t sit still – and a leader stepping into a role that demands exactly that.
Sam Makwana
Indie agencies are increasingly seeing success with major pitches. What differentiates your pitch approach from that of larger agencies?
Customised, solution-focused pitches: We don’t use a cookie-cutter approach; each pitch is tailored to the client’s unique context, goals, and campaign history.
Strategic roadmap and KPIs: Pitches include a clear, specialised roadmap that outlines how we will meet the client’s KPIs with a strategic focus.
Strong case studies and industry expertise: Our extensive case studies and industry experience set us apart from larger agencies.
Collaboration with production team: Our production team actively participates in pitches, ensuring a seamless transition from sales to execution post-sign-up.
Who have been your latest Agency account wins?
Impressive has recently added Platypus, Booktopia and HealthShare to our client roster.
With 77% of indie agencies expecting ad spend to rise or remain stable in FY26, according to the IMAA Indie Census, how are you preparing for that growth?
We’re preparing for it, but not relying on it. More spending doesn’t automatically mean better results, so our focus has been on building a model that scales efficiently.
First is automation. We’ve invested heavily in AI and our programmatic SEO tool, Skailed, to reduce manual work, so when spend grows, performance scales without needing to stack headcount.
Second is structure. Tighter account ownership, stronger quality assurance, and better integration across SEO, paid, and creative – no more silos.
Third is client quality. We’re being more selective. If we’re going to scale, it needs to be with the right clients, not just more clients.
And lastly, team capability. Less button pushing, more strategic thinking.
So we’re set up for growth, but in a way that protects margin and performance.
What’s another indie agency that you see is crushing it, and why?
I like what the guys at Blue Sense Digital are doing. They’ve built a really strong reputation around performance, but what stands out is how tight their execution is. You can tell there’s a clear standard internally; things don’t feel messy or reactive.
They also seem to have a good handle on client relationships. Not trying to be everything to everyone, but going deep with the right clients and delivering consistently. That’s harder than it sounds.
And overall, they’ve kept things focused. No noise, no overcomplication, just solid work, done well, over time. That’s what compounds.
What’s a piece of work you’re most proud of?
We’re most proud of our Skailed SaaS technology, which continues to drive scalable growth, particularly in the e-commerce sector.
As a leader, how do you switch off from work and unwind after a busy week?
Time with the family is the other big one. Being present with the kids forces you out of work mode pretty quickly
I’ve also learned the hard way that if you don’t manage your energy, it catches up with you. So now I’m more intentional about sleep, recovery, and keeping some structure across the week.
It’s less about switching off completely, more about staying sharp so I can go again next week.
What does success look like for you over the next 12 months?
Success for me over the next 12 months is pretty simple. Build a business that scales using AI and automation while calling on people for high-value strategic work.
That means stronger leadership across the board, clearer structure, and a team that can operate at a high level without constant input. If I step back and things keep moving, that’s a win.
From a numbers perspective, it’s about profitable growth. Not just top line for the sake of it, but growing revenue while protecting margins and improving client retention.
Skailed is a big part of that as well. Continuing to build it out and prove it as a real differentiator, not just for us, but as a product in its own right.
And personally, it’s about staying sharp. Balancing the business, family, and performance. If I’m operating well across all three, everything else tends to follow.
What can the industry expect from your agency?
More of a shift than just an incremental improvement.
We’re moving away from the traditional agency model: less time-based services, more productised, AI-led delivery. A lot of what we’re building with Skailed is about creating leverage, not just doing more work.
You’ll see us double down on performance, but in a more integrated way. SEO, paid, creative, CRM, it all needs to work together. That’s where the real gains are, and most agencies still operate in too much of a siloed way.
We’ll also be more selective. Fewer, better clients where we can actually drive impact and scale alongside them. And internally, it’s about raising the bar. Better people, clearer standards, more accountability.
See here for past editions of IMAA Spotlight.
Main image: Sam Makwana