Independent Agencies Join IMAA Clean Up Australia Effort
Independent Media Agencies Australia, IMAA, brought together more than 200 staff, agency members and partners for its annual Indie Clean Up Australia Day, turning the sector’s sustainability focus into visible action. The clean ups took place on March 18 across Brisbane, Melbourne, Sydney and Thirroul, with 23 independent agencies, 15 media partners and IMAA staff collecting more than 150kg of rubbish.
The initiative forms part of IMAA’s wider sustainability program, which aims to encourage environmental action, reduce emissions, support education and build stronger industry awareness around climate issues. The organisation launched its own Clean Up Australia Day effort in 2023, and the 2026 event marked its largest turnout so far. That growth reflects stronger participation from agencies and partners that want to contribute to practical, community based action rather than limiting sustainability to internal policy or public statements.
B&T’s article positions the event as both a clean up effort and an industry signal. By stepping into public spaces and volunteering time across multiple cities, the indie media sector showed how agency groups can work together on shared environmental goals. The article also highlights the broad list of participating agencies and partners, including Lexlab, Vonnimedia, Yango, Thinkerbell, Meta, Microsoft, SBS, Seven and News Australia.
Sam Buchanan, CEO of IMAA, said the event supports the organisation’s commitment to environmental action, education and industry change. The broader message is clear: sustainability is becoming a more visible part of how the independent agency sector presents its role in the market, not only through strategy and reporting, but through collective action on the ground.
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