The Independent Media Agencies of Australia has reappointed Jacquie Alley as chair for a further two-year term following its annual general meeting. Alongside new board appointments, the move underscores the IMAA’s growing influence, strong advocacy for indie agencies, and ambition to further elevate Australia’s independent media sector.
Jacquie Alley has been reappointed as chairperson of the Independent Media Agencies of Australia (IMAA), extending her leadership of the industry body for a further two-year term at a moment when independent agencies are claiming a more prominent and confident role within Australia’s media and advertising landscape. The reappointment, confirmed following the IMAA’s annual general meeting, comes alongside a series of board changes that reflect both continuity and evolution for an organisation marking its five-year anniversary.
Alley first assumed the role of chair in 2022, succeeding Sandbox Media’s Ant Colreavy, who had held the position for two years during a formative stage of the association’s development. Since then, Alley has overseen a period of consolidation and expansion for the IMAA, as it worked to strengthen its voice, broaden its membership base and advocate for the interests of independent media agencies in a market long dominated by global holding companies. Her return to the role signals confidence from members in her ability to guide the association through its next phase of growth.
The announcement was made as part of the IMAA’s AGM, which brought together its director board, members, auditor, governance consultant and team to reflect on the past year and the journey since the association’s founding. The milestone provided an opportunity not only to acknowledge progress to date, but also to recalibrate governance structures to support the organisation’s expanding remit and influence.
Among the notable changes is the transition in the treasurer role. Media Republic chief executive officer Steve Fagan, who has served as IMAA treasurer, will hand over responsibilities to Michael Petersen, founder and CEO of Pivotus, at the end of the financial year. Fagan will remain closely involved with the leadership team, stepping into the position of second deputy chair alongside BCM Group’s Phil McDonald. The move allows Fagan to continue contributing strategic oversight and industry experience, while enabling Petersen to bring a fresh perspective to the association’s financial stewardship.
Further strengthening the board’s operational framework, Melissa Roberts, CEO of The Advertising Room, has been appointed secretary. Collectively, the appointments underscore the IMAA’s focus on robust governance, shared leadership and representation across a diverse range of independent agencies, from established players to newer entrants reshaping how media services are delivered in Australia.
Alley’s reappointment comes against the backdrop of what many within the industry describe as a turning point for independent media agencies. In a media release accompanying the announcement, she reflected on the scale of change achieved in a relatively short period of time. She noted that in just five years, the IMAA has transformed the landscape for independent media agencies in Australia, cementing its place as a connected and influential community. According to Alley, indie agencies are no longer viewed as a secondary option, but are increasingly recognised as preferred partners for brands seeking agility, creativity and personal service.
Central to that shift has been the IMAA’s focus on levelling the playing field. Alley highlighted how access to industry tools, scale advantages and the cost of doing business have historically acted as barriers for independent agencies competing with multinational networks. Through advocacy, partnerships and shared resources, the association has worked to reduce those barriers, allowing agencies to compete on the strength of their ideas, client relationships and strategic capabilities rather than sheer size.
Advocacy has emerged as one of the defining pillars of the IMAA’s work. Alley emphasised that the organisation’s efforts have driven real change, positioning independent agencies at the centre of national industry conversations. In doing so, the IMAA has championed Australian-owned businesses, reinforcing the value of keeping profits, expertise and decision-making within the local market. For many members, this advocacy has translated into greater visibility, credibility and inclusion in industry forums that were once dominated by larger global networks.
The association’s emphasis on member-led priorities has also been a cornerstone of its approach. Alley noted that everything the IMAA does is guided by member feedback and a shared passion to make the industry stronger together. This collaborative ethos has helped foster a sense of community among agencies that might otherwise be competitors, encouraging knowledge-sharing and collective problem-solving in an increasingly complex media environment.
Looking ahead, Alley said the IMAA will continue to lead with purpose, focusing on education, advocacy and community to elevate the entire independent media sector. Education, in particular, has become more critical as technological change accelerates and client expectations evolve. By providing access to training, insights and best practice, the association aims to ensure that independent agencies remain competitive, innovative and attractive places for talent to build careers.
IMAA chief executive officer Sam Buchanan echoed these sentiments, describing the past year as one in which the role and power of independents has been pushed further into the national spotlight. He said the independent media agency sector has truly found its seat at the table, a development he characterised as both overdue and hard-won. According to Buchanan, the momentum seen across the sector is a testament to the ongoing work of the IMAA and its deep commitment to representing and amplifying the strength of Australian-owned agencies.
Buchanan also pointed to a noticeable shift in market dynamics, suggesting that independents are no longer just participating but actively shaping the market in ways they never have before. This evolution reflects broader changes in how brands approach their media and marketing partnerships. As advertisers seek greater flexibility, transparency and senior-level involvement, independent agencies have been able to capitalise on their flatter structures and entrepreneurial cultures.
The governance changes announced at the AGM are designed to support this growing influence. By refreshing roles while maintaining leadership continuity, the IMAA is positioning itself to respond to new challenges, from shifts in media trading practices to the implications of artificial intelligence and data regulation. The blend of experienced leaders and new perspectives on the board mirrors the balance many independent agencies strive for in their own businesses.
Five years on from its inception, the IMAA finds itself at a moment of both reflection and ambition. The reappointment of Jacquie Alley as chair provides stability and a clear sense of direction, while the broader board changes signal readiness for the next stage of the organisation’s journey. For independent media agencies across Australia, the message is one of confidence and collective strength: that through collaboration, advocacy and shared purpose, the sector can continue to grow its influence and redefine its role within the wider advertising ecosystem.
