Media backs $2 million ad campaign to promote independent media agencies


Industry body Independent Media Agencies of Australia (IMAA) has launched its own multi-channel advertising campaign to promote the benefits of independent media agencies.

The campaign will air on radio, television, display, digital and print, with media contributing more than $2 million in advertising support.

Independent media agency BCM created the campaign assets, with chief executive Phil McDonald saying: “Independent media agencies are not just united by the fact that we are Australian owned and have a spirit of ‘business.

“We all have an agile media mindset; we have close relationships with the biggest media owners in the country, and we all manage to solve our clients’ biggest problems by always bringing experienced people to the table. table.

“This campaign seeks to encapsulate that and asks potential clients to ensure they have an independent media option on the list when looking for a new media agency.”

The visual elements use elements of the association’s logo transformed to represent the letter A, because independent agencies “always bring their A team to the table”, a finger because “it’s always in tune with the times a graphic because they “want results as much as you do” and two hands to show that the only agenda of an IMAA agency is “meeting”.

Sam Buchanan, IMAA Chief Executive: “The IMAA is a group of advertising professionals, formed by Australia’s most respected independent media agencies.

“This campaign aims to promote the consolidated expertise and leadership that our members can offer, and to put the Indies first for businesses looking to work with an elite group of advertising specialists.”

The campaign will run for eight weeks nationwide.

Participating media: Foxtel Media, oOh!, News Corp, ACM, Verizon, EMX, Kargo, Gumtree, BlisMedia Australia, Amobee, ARN, JCDecaux, Shopper Media, Moove Media, Quantcast, SCA, QMS, Nova, Weatherzone, the Seven Network , Facebook, Criteo, Nine, Spotify, LinkedIn and Channel Ten.


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