{"id":95065,"date":"2026-02-19T19:38:49","date_gmt":"2026-02-19T22:38:49","guid":{"rendered":"https:\/\/tech.einnews.com\/article\/893870314"},"modified":"2026-02-19T19:38:49","modified_gmt":"2026-02-19T22:38:49","slug":"imaa-unveils-tech-council-and-academy-expansion-at-sydney-indie-pendence-day","status":"publish","type":"post","link":"https:\/\/new7.shop\/zerocostfreehost\/index.php\/2026\/02\/19\/imaa-unveils-tech-council-and-academy-expansion-at-sydney-indie-pendence-day\/","title":{"rendered":"IMAA unveils tech council and academy expansion at Sydney Indie-Pendence Day"},"content":{"rendered":"
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Independent Media Agencies Australia<\/em><\/a> has outlined its 2026 roadmap.<\/p>\n

Held at HOYTS Entertainment Quarter and sponsored by News Australia<\/em> and Tubi, the event attracted nearly 230 IMAA<\/em><\/a> members, media partners and industry representatives.<\/p>\n

The conference focused on the economic outlook for 2026, AI transformation and the future of creativity in an evolving media landscape.<\/p>\n

New tech council to guide AI transformation<\/h3>\n

IMAA<\/em> CEO Sam Buchanan<\/strong><\/a> revealed plans for a newly formed Tech Council, designed to bring together agency leaders across technology, data and digital innovation.<\/p>\n

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Image: IMAA<\/p>\n<\/div>\n

The council will help guide independent agencies through rapid technological shifts, particularly in AI and automation.<\/p>\n

Buchanan also confirmed continued investment in the IMAA<\/em> Academy<\/a>, with new courses focused on AI and emerging capabilities set to launch later this year.<\/p>\n

The association\u2019s Byte series will return in 2026, including dedicated Outdoor Byte events centred on the out-of-home sector.<\/p>\n

In addition, the IMAA\u2019s<\/em> cultural immersion trip will return, with industry leaders travelling to the Northern Territory in August alongside First Nations partner Kings Narrative.<\/p>\n

The organisation also announced board expansions, with Thinkerbell CEO Margie Reid<\/strong> and Hatched chairman Mike Wilson<\/strong> joining the 2026 board.<\/p>\n

Economic uncertainty and AI acceleration dominate agenda<\/h3>\n

Keynote speakers futurist Katie Rigg-Smith<\/strong> and Fear and Greed podcast hosts Sean Aylmer<\/strong> and Michael Thompson<\/strong> explored the economic outlook for the year ahead.<\/p>\n

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Image: IMAA<\/p>\n<\/div>\n

Aylmer and Thompson noted that 2026 is expected to bring continued uncertainty amid rising inflation and geopolitical tensions in the US and Ukraine.<\/p>\n

Rigg-Smith focused on the shift from thinking about AI to experiencing it, pointing to the rise of frictionless assistance and agentic AI.<\/p>\n

\u201cMulti-modal AI is set to change the way we search and respond to brands,\u201d she said.<\/p>\n

\u201cBrands will converse with people across multiple forms of communication and will be able to tailor conversations to the mood of an individual during that moment in time. Brands will need to think about how they break through the algorithm if AI is recommending everything you need in life.<\/p>\n

\u201cAgentic AI will also change the way we get things done. We\u2019re in an era of hyper-personalisation and hyper-relevance, meaning there is even more need for serendipity, discovery and creativity.<\/p>\n

\u201cMoving forward, independent agencies will need strategic foresight, including scenario planning around AI shifts at least once a quarter. Testing and learning will also continue to be critical, along with doubling down on upskilling, reskilling and unlearning and considering how your talent mapping strategies integrate with AI and machines.\u201d<\/p>\n

Creativity, risk and AI literacy<\/h3>\n

Little Black Book Managing Editor AUNZ Brittney Rigby<\/strong> and Rick Barry<\/strong> Chief Creative Officer Alex Derwin<\/strong> highlighted standout global creative work, including campaigns from IKEA and Twix, noting that brands must remain clear on tone and embrace intimate, human moments to cut through.<\/p>\n

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Image: IMAA<\/p>\n<\/div>\n

An AI panel moderated by Australian Centre for AI in Marketing co-founder Louise Cummins<\/strong> featured Bel Harper<\/strong> (oOh!media), Matt Travers<\/strong> (BRAIVE AI), Kathryn Illy<\/strong> and Margie Reid<\/strong>.<\/p>\n

Reid said experimentation remains core to the independent mindset.<\/p>\n

\u201cAs entrepreneurs and as part of the IMAA, we\u2019re risk takers by nature. How many things have we done that have failed and we\u2019re okay with that \u2013 it\u2019s the same thinking around AI. Know that there are going to be things that you do, that you build, that you buy and that you borrow, that may not work, but you\u2019ve given it a go and it\u2019s the learnings that you put into it, and the fact your people are going on that journey with you \u2013 that\u2019s most important.\u201d<\/p>\n

Harper added: \u201cI think the big opportunity for us with AI is the time saving and our response to our clients. We want to have the time to be able to carve a path for our strategic relationship with the agencies we\u2019ve got. So for us, it\u2019s about using AI to organise all of that and our data into a space to be able to start to have much deeper and more strategic conversations with agencies.\u201d<\/p>\n

Rigg-Smith emphasised foundational literacy: \u201cAgencies need to consider that AI literacy will be foundational for everyone in the next five years. It\u2019s not just about using ChatGPT but understanding: where is the data being ingested from? How is it being used and why is it being used? And as agencies, you need to have that level of depth, otherwise, clients can just do it themselves. I always come back to the importance of critical thinking, deductive reasoning and judgement. If you have critical thinking, deductive reasoning and judgement, then no matter what technology changes around you and what skills you\u2019ve acquired, you have an anchor point.\u201d<\/p>\n

Illy noted that trust and risk management remain top concerns for CMOs navigating AI adoption.<\/p>\n

\u2018The next chapter\u2019 for indies<\/h3>\n
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Sam Buchanan  Image: IMAA<\/p>\n<\/div>\n

Buchanan said the conference marked a milestone moment for the association.<\/p>\n

\u201cOur annual Indie-Pendence Day conference is a chance to equip our members with the knowledge to win the year ahead, with critical learnings and actionable insights they can take into their own businesses.<\/p>\n

\u201cLandmark days like this remind us just how far the sector has come. When we launched the IMAA six years ago, our ambition was simple, but bold: to give independent agencies a stronger voice, fairer access and a genuine seat at the table. This year, I think it\u2019s fair to say our goals have been achieved \u2013 we are the largest media association in Australia, and our professional development initiatives, our research, and our advocacy work is now embedded into the fabric of the industry.<\/p>\n

\u201cToday marks the next chapter for the IMAA. As we announce our key priorities for the next 12 months, our focus is on being at the forefront of change. Our new Tech Council, along with continued investment in our education and professional development programs and the strengthening of our board, is all about ensuring the independent media agency sector is leading the charge, not following it.<\/p>\n

\u201cWe\u2019re indebted to our 170-strong IMAA community, our media partners and our broader industry association connections, who continue to back the independent sector. The ongoing success of our initiatives is a direct result of those who have supported them, showed up and leaned in. We\u2019re looking forward to continuing our efforts to ensure indies are no longer an after-thought, but a first-choice partner.\u201d<\/p>\n

The Melbourne Indie-Pendence Day conference will take place on February 26 at the Melbourne Cricket Ground, followed by a networking session.<\/p>\n

Top Image: IMAA<\/strong><\/em><\/p>\n

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report \u2013 delivered for free every morning to your inbox.<\/a><\/p>\n

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