The Independent Media Agencies of Australia (IMAA) has voiced its disappointment following the Federal Government's rejection of its proposal for an independent agency consortium to service the Government's master media account. The proposal, developed in conjunction with an Australian-owned third-party management consultancy, would have seen a consortium of IMAA members share servicing of the $163 million account.

Despite the setback, the IMAA has said it remains committed to campaigning for at least half of the Federal and State Governments' procurement to come from Australian-owned businesses. This comes in the wake of the Federal Government's 2022 attempts to level the playing field for small businesses nationally, through new contracting rules requiring departments and agencies to source 20% of their annual procurement from small to medium enterprises (SMEs).

"While we’re disappointed with the outcome of our proposal, we firmly believe there is still an opportunity for the Federal Government to work with indies via a consortium master media arrangement. This model would provide the Government with the best of indie and holdco thinking, and a fresh, modern approach that meets the updated procurement standards," said CEO of IMAA, Sam Buchanan.

The IMAA argues that the Federal Government's master media tender makes it unviable and difficult for the majority of independent media agencies to apply. Universal McCann (UM) has held the Federal Government master media account since 2022.

"The Federal Government still has an opportunity to support Australian-owned businesses, however this tender appears to have been designed specifically for holdcos. A tender that the Government rinses and repeats is not suitable for today – the market has changed, and the playing field has been levelled for the best diversity of thought, and to support multiple Australian businesses. There’s more than enough business for everyone. The door is still open, and we are ready to assist. Our members would love to work with the Federal Government – we’re waiting on their call," Buchanan said.

The IMAA recently proposed a mandated minimum 35% of the Queensland Government’s annual advertising spend by volume to go to Queensland’s independent media agencies. Established in February 2020, the IMAA represents Australia's independent media agencies.