Independent media agencies notched up a record number of client wins in 2023, according to Independent Media Agencies of Australia (IMAA).
The industry body canvassed some of its 160 members and found that indie agencies have won more than 100 major new clients in 2023.
Many retained several major accounts in 2023, including Suzuki Australia (Noisy Beast), Energy Australia (Intender), Mitsubishi Electric and Mirvac (g squared), and Maserati Australia (3Forward).
Others expanded remits, including Wired Co which added SEO to its work for client R.M. Williams and paid search to its partnership with Georg Jensen Australia.
IMAA CEO Sam Buchanan said the sheer number of new client wins in 2023 showed the growing dominance of the indie agency sector.
“This year has been one of the most successful growth periods for independent agencies across Australia," he says.
"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.
“If this year’s results are anything to go by, I am certain we are heading into another bumper year in 2024 – I’m excited to see the indies continue to gain ground across Australia.”
The wins include:
About Time We Met – The Media Store
Air Asia – This Is Flow
Amused Group (media) – Noisy Beast
Alphacrusis – Pivotus
AON Human Capital - Connected
Australian Geographic – Connected
Australian Institute of Company Directors – 3Forward
BFWG – Hatched
Biozet – Media Republic
Blacktown City Council – Murmur
Bond-eye Swimwear – Wired Co
Booktopia – Hatched
Braun – g squared
Capilano – Slingshot
Catholic Education Department – Mentor Marketing
CBRE – Admatic
Century21 – Admatic
Circles Life – Assembled
Clear Skin Care – Speed
Contour Clinics – Wired Co
Cure Cancer – The Media Store
Dementia Training Australia – Admatic
Ecosa – Half Dome
Edgewell – Wired Co
Elmo – Speed
Ella Bache – g squared
Emprise Group – Assembled
Equalution - Connected
Exceptional ALIEN (performance marketing account) - Intender
Forty Winks – Hatched
Fjallraven – Wired Co
Forbes – Connected
Gallagher – Media Republic
Get Skilled Access (digital account) – Noisy Beast
Georg Jensen Taiwan – Wired Co
Giant Bicycles – G Squared
GMHBA and Frank Health Insurance – Half Dome
Golf Australia – Assembled
GPT Group – Hatched
Gumtree – g squared
Hartmann’s (MoliCare) – Assembled
Hamilton Australia (Sydney return season) – Slingshot
Homey – Wired Co
iHEAR national hearing (performance marketing account) – Intender
IMC Toys – AdRoom
Inchcape – Admatic
Indigo Solutions – Mentor Marketing
Inghams – Slingshot
iPrimus (creative account) – Noisy Beast
Investsmart – Speed
Jaycar – Bench Media
KIA – Advertising Associates
LDV – Speed
Luka dog food – Alchemy One
Lululemon Australia – Murmur
Lumi (brand, media, digital accounts) – Noisy Beast
Maserati New Zealand – 3Forward
Melbourne Racing Club – Half Dome
Meriton Suites – g squared
Metricon QLD – Pivotus
Methodist Ladies College – The Advertising Room
Motopool – Pivotus
Nectr – Half Dome
Nuix – g Squared
Pepperstone (media strategy/buying/planning account) – Media Republic
Petit Bateau – Assembled
Peters Ice Cream – Wired Co
PharmaCare – g squared
Q-Ctrl Quantum Computing (performance marketing account) – Intender
QV1 – Mentor Marketing
Red Bull – Wired Co
Red Tractor – Assembled
Reece – Hatched
Riparide – The Pistol
Sanitarium (digital account) - Connected
Sea Level Swimwear – Wired Co
ShineOn – Admatic
SMAI - Connected
SmarTrike - AdRoom
SpaceTalk (SEO & owned media account) - Intender
Standards Australia – Slingshot
Stacks – Speed
Sport 4 All (digital) – Noisy Beast
TBH Skincare – Hatched
The Iconic – Wired Co
The Tax Institute – g squared
The University of Sydney – Yango
Thirsty Camel – Hot Glue
Travel Texas – The Media Store
Trek Bikes - Pivotus
Victoria University (creative & social account) – Noisy Beast
Visit Mudgee – g Squared
Vitasoy – Half Dome
Wesley Mission QLD – 3Forward
William Buck – g squared
Who Gives A Crap - Hatched
Wynstan Blinds – g squared
Xero Singapore (media account) – Noisy Beast
ZircoDATA – The Media Store.
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