Independent Media Agencies Of Australia Give Brits A Taste Of The Aussie Lifestyle In A Campaign To Attract Talent To Indie Agencies

Independent Media Agencies of Australia (IMAA) is addressing the talent crisis head-on with a world-first trade advertising campaign selling the appealing Aussie lifestyle to British media agency talent looking to expand their experience overseas.

The trade campaign, which launches in the UK on 31 January, features a video interviewing a range of British ex-pats working at Australian independent media agencies and why they love working in Australia.

The IMAA website will have a dedicated landing page for Brits looking to make the move to Australia with several in-depth interviews with ex-pats on their move here, what they like about Australia and why they love working in independent media agencies here.

British media agency staff are able to register their interest via the website and will be matched with an IMAA member agency to make the move.

Sue Cant, a British ex-pat who has lived in Australia since 2015 and is Head of Media at AFFINITY, says in the video: “I mean, what is there not to enjoy? The food, the wineries, the beaches – it’s just such a good way of life here as well.”

Sarah Melrose, Managing Partner at Admatic Australia, arrived in Australia seven years ago. “For me, the motivating factor was very much the lifestyle. Working in London was very busy, chaotic, and stuck on the Tube most mornings, whereas now my morning commute is down to the beach and back to work from home or I run to work…It’s very much work to live and not live to work,” she said.

IMAA CEO, Sam Buchanan, said: “The latest IMAA Pulse Survey found that almost 60% of members expect to grow between 10% and 20% and more this year, however more than half said that the quality and depth of the talent pool is still poor. This is one of our major initiatives to address the talent shortage and attract skilled staff to indie agencies, along with British media agency executives who have worked here but returned to the UK during COVID.

“Independent media agencies are among the most innovative in the world and primed for growth, so the time to take the plunge – from Bondi to Burleigh, St Kilda and Glenelg to Cottesloe – is now!”

The IMAA grew to almost 150 members in 2022 and launched a raft of initiatives, including its Diversity & Inclusion Council; Project Earth and several partnerships for a more sustainable industry; more than 30 group deals, ranging from insurance to research, data and insights for members to access; and a range of partner events including Audio Unlimited and Digital Deep Dive. The IMAA was also successful in achieving the first stage of its Reconciliation Action Plan (RAP) and a partnership with King’s Narrative to improve the lives of Aboriginal people.

The UK video campaign can be viewed here:

More information is available on the IMAA website here:


For further information contact:

Rochelle Burbury
Third Avenue Consulting
0408 774 577

About Independent Media Agencies of Australia (IMAA)

The Independent Media Agencies of Australia (IMAA) was established in February 2020 as a new, national industry body that represents Australia’s independent media agencies. The IMAA promotes the benefits of working with independent media agencies, builds awareness and respect for the sector, creates a knowledge sharing forum and helps build the Australian economy through supporting 100% Australian owned businesses.