The Independent Media Agencies of Australia (IMAA) has reported a record-breaking year for independent media agencies in 2023, with over 100 major new clients won across the country.

The group said many of these clients were won from multinational agencies through competitive pitch processes. Notable brands now aligned with independent agencies include Sanitarium, Peters Ice Cream, Forty Winks, Vitasoy, and The Iconic.

This indie trend is not limited to new acquisitions either, IMAA said, as several major accounts were also retained by independent agencies in 2023. For example, Suzuki Australia remained with Noisy Beast, Energy Australia with Intender, and both Mitsubishi Electric and Mirvac stayed with g squared. Maserati Australia continued its partnership with 3Forward.

The year also saw independent agencies expanding their remits for many clients. Wired Co, for instance, added SEO to its work for R.M. Williams and incorporated paid search into its partnership with Georg Jensen Australia.

Other notable wins highlighted by IMAA include AON Human Capital, Australian Geographic and Forbes with Connected, Air Asia with this is Flow, Booktopia and Reece with Hatched, Braun and Ella Bache with G Squared, Capilano and Inghams with Slingshot, Golf Australia with Assembled, Lululemon Australia with Murmur, and The Iconic with Wired Co.

"This year has been one of the most successful growth periods for independent agencies across Australia," IMAA CEO, Sam Buchanan, said. "To see new client wins in triple figures for the past 12 months shows the ever-increasing appetite for independent agencies nationally. Clients across all verticals and sizes, including some of Australia’s leading brands, are seeking out partnerships with independent agencies, because of their ability to deliver."

Since its inception in 2022, the IMAA has grown to more than 160 members nationwide, along with 40 media partners and four industry associations. In 2023, the IMAA launched the IMAA Academy, an online learning course for agency talent, and the Female Leaders of Tomorrow mentoring programme.

Established in February 2020, the IMAA represents 160 of Australia’s independent media agencies and promotes the benefits of working with them.