IMAA expands media partner roster for 2026

Independent Media Agencies Australia (IMAA) has confirmed a record line-up of 45 media partners for 2026, marking the largest partnership cohort since the organization was established. The national, not-for-profit industry association said the expanded group reflects sustained support for Australia’s independent media agency sector.

The 2026 line-up includes four partners joining the program alongside 41 returning organizations across print, television, cinema, radio, digital, out-of-home and emerging platforms. Several partners have supported the IMAA since its formation in 2020, extending their involvement into a sixth consecutive year.

IMAA partnership demand exceeds availability

The IMAA partnership program remains limited in scale, with four partnership positions available for 2026. According to the organization, demand again exceeded capacity, reinforcing the program’s position within the media industry.

The four partners joining the program for 2026 are Are Media, Google, Microsoft Advertising and Snapchat. IMAA said each was selected based on strategic alignment, capability and commitment to the independent agency market.

IMAA described the full 2026 partner cohort as an invitation-only ecosystem intended to provide long-term support and commercial value to independent agencies. Returning partners include ACM, Amazon, ARN, Audience360, Australian Traffic Network (ATN), Bishopp Outdoor Advertising, Blis Media, Cartology, Channel Factory, COOL Media, Crimtan, DoubleVerify, Foxtel Media, Go Transit, IAS, JCDecaux, LinkedIn, Mamamia, Meta, News Australia, Nexxen, Nine, Nova Entertainment, oOh!media, Paramount+ (Network 10), Pinterest, QMS, REA Group, Reddit, SBS, SCA, Scentre Group (Westfield), Seven Network, StackAdapt, Taboola, TikTok, Tonic Media Health, Uber Advertising, Val Morgan Cinema, Val Morgan Outdoor, Vistar Media and Weatherzone.

Sam Buchanan, CEO, Independent Media Agencies Australia: "We are thrilled to have such a strong line-up of media partners supporting IMAA in 2026 and without our partners, the IMAA would simply not be where it is today. To have a record 45 partners on board across the national media landscape reflects the level of support for the independent sector."

Sam Buchanan: "Our media partners are a mix of long-time supporters and organisations joining the program for the first time. We welcome four partners in 2026 who have chosen to back the independent media sector. We look forward to working closely with our members and partners to drive industry progress and client outcomes."

The association said the breadth of media representation across the partner group enables collaboration across multiple channels, while maintaining a focus on independent agency needs.

Perspectives from incoming partners

Anna Quinn, Director of Sales, Are Media: "Partnering with the IMAA is a strong alignment for Are Media. We share a belief in independent thinking to deliver effective outcomes for brands. In a crowded content environment, the context in which messages appear is increasingly important, and we look forward to supporting IMAA member agencies in connecting with Australian women across platforms."

Arshad Mirza, Head of Agency, Google: "Google is proud to work with the IMAA. Independent agencies play an important role in the media ecosystem, and we recognise their contribution to innovation and growth across Australia. We look forward to collaborating with IMAA members to support the independent sector."

Paolo Modolo, Head of Marketing ANZ, Microsoft Advertising: "Microsoft Advertising is pleased to join the IMAA partner program. Independent agencies continue to drive innovation, and we are focused on supporting them with advertising technology and AI capabilities that help unlock value and performance."

Clare Rudduck, Head of Agency ANZ, Snapchat: "Snapchat is pleased to partner with the IMAA and work more closely with independent media agencies. We look forward to supporting members with insights and tools that help them reach engaged audiences and deliver effective outcomes for clients."

IMAA calendar for 2026

The IMAA said the 2026 partner group supports a year that includes major member initiatives and events, including the second Indie-Pendence Day conference, the return of Pitch-Chella and the continuation of the Female Leaders of Tomorrow programme.

IMAA industry body partners for 2026 include Boomtown, Commercial Radio & Audio, the Outdoor Media Association and Think News Brands.

www.theimaa.com.au

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