IMAA locks in Jacquie Alley as chair and sets 2026 agenda after ‘transformative’ year for indies

The Independent Media Agencies of Australia has confirmed The Media Store COO Jacquie Alley for a further two-year term as chair, as the industry body unveiled its 2026 priorities following what it described as a transformative year for the independent agency sector.

Alley was re-elected by members at the IMAA’s annual general meeting and subsequently nominated by the board to continue as chair. BCM Group chief executive Phil McDonald was confirmed as deputy chair, Advertising Room CEO Melissa Roberts as secretary, while Media Republic director Steve Fagan will transition the treasurer role to Pivotus CEO and founder Michael Petersen at the end of the financial year. Petersen will also become a second deputy chair.

The meeting capped off the IMAA’s fifth anniversary year, with the organisation reporting record membership of close to 170 independent agencies and 45 media partners. Alley said the year marked a turning point for the indie sector nationally.

“In just five years, the IMAA has transformed the landscape for independent media agencies in Australia. We’ve cemented our place as a connected and influential community, ensuring indie agencies are no longer a secondary choice but a preferred partner for brands seeking agility, creativity, and personal service,” Alley said. 

The IMAA highlighted several major program milestones in 2025, including the national expansion of its Female Leaders of Tomorrow programme to 32 mentor–mentee pairings, the return of Pitch-Chella with 76 emerging agency professionals delivering campaign ideas for Mission Australia, and continued investment in its Indie Census, Pulse Survey and Salary Survey.

The organisation also deepened its partnership with First Nations enterprise King’s Narrative through an immersive trip to the Northern Territory and reported that more than 1,700 indie employees have now been trained through the IMAA Academy.

“We’ve levelled the playing field - ensuring that scale, access to industry tools, and the cost of doing business is no longer a barrier for choosing an independent media partner,” Alley said. “Our advocacy has driven real change, positioning indies at the centre of national industry conversations and championing Australian-owned businesses that keep profits and expertise right here at home.”

Looking ahead to 2026, the IMAA flagged the launch of its new Trend Report, updated AI Guiding Principles and new Data and Privacy guidelines, alongside the continuation of its Academy, Female Leaders of Tomorrow and Pitch-Chella programs.

Its annual Indie-Pendence Day conference will return next year and expand into both Sydney and Melbourne for the first time, alongside the continuation of its Byte education series. The board will also meet at an offsite in February 2026 to set the organisation’s next phase of strategy.

IMAA CEO Sam Buchanan said independent agencies had reached a new level of influence across the market.

“This year has been about pushing the needle on the role and power of indies nationally; I’m thrilled to say the independent media agency sector has truly found its seat at the table,” Buchanan said.

“As we head towards 2026, we’re looking to the next phase of growth for the independent sector, in a climate of uncertainty but also opportunity… 2026 is set to be the biggest year yet for the indies – they represent stability, local knowledge and deep expertise. For many clients, an Australian-owned indie is no longer a nice-to-have, it’s a strategic advantage.”