Independent media agencies converged in Sydney for the Independent Media Agencies of Australia’s (IMAA) inaugural Fast.Future.Present. conference, a landmark event that attracted over 400 attendees and 45 media partners. Supported by industry giants News Australia and QBE, the event featured a series of business briefings and networking sessions, setting the stage for discussions on the future of media and marketing.
Among the highlights was a keynote address by futurist Anders Sörman-Nilsson, who delved into the AI trends reshaping marketing, consumer behavior, and media strategy.
“Independent agencies face converging disruptions: AI automation, in-house pressure, and rapidly shifting consumer behavior,” Sörman-Nilsson noted. “But these forces create unprecedented opportunities for nimble indies who understand what’s next.”
His session emphasized the importance of predictive, context-aware technology, the emergence of algorithmic consumers, and the need for agencies to maintain human connections in an increasingly AI-driven world.
AI and the Future of Work
The conference also featured insights from Headspring founder Mark Byrne, who referenced Microsoft’s 2025 Work Trends Index, revealing that 75% of Australian office workers now incorporate generative AI into their daily tasks. Byrne cautioned about potential risks such as data leakage and reduced productivity, coining the term “workslop” to describe inefficient AI adoption. He urged agencies to transition from mere adoption to achieving tangible impacts.
Meanwhile, a panel discussion titled “Is social the new search?” examined the evolving role of social media platforms like TikTok, Pinterest, Facebook, and Instagram in product and service discovery. Moderated by Vonnimedia’s Veronica Cremen, the panel included industry experts Nhi Le (TikTok), Natasa Tintor (Pinterest), and Kristy Barclay-Allen (Meta).
“This is about consumers tapping into their online networks to discover new businesses, creators, and communities they love,” Barclay-Allen explained. “It’s transforming search from a simple information retrieval tool into a powerful, personalized, and community-centric discovery engine.”
Social Media’s Role in Search and Discovery
Le from TikTok highlighted a 40% increase in daily searches on the platform globally, emphasizing the role of entertainment in search.
“For us, the world’s best search results are found through entertainment, where discovery can happen instantly and intent is created by an organic behavior like scrolling,” she said.
The panel predicted a future dominated by AI-led personalization in search, the continued rise of short-form video, and creators driving engagement. They advised marketers to invest in best-practice paid ads and allocate budget for intent capture.
Looking Ahead: The Future of Media
The conference concluded with a session on the future of media, featuring insights from IAB’s Gai Le Roy, Byrne, and News Australia’s Jessica Gilby. Ian Paterson of News Australia praised the event as “a fantastic success and a real credit to the IMAA team,” adding that Gilby’s insights highlighted “opportunities emerging at the intersection of content, technology, and audience connection.”
IMAA CEO Sam Buchanan reflected on the event’s significance, stating,
“Our first-ever Fast.Future.Present. conference was a significant moment for our industry. The sheer number of attendees and the incredible support from our media partners is a testament to the strong interest in the future of the sector and what’s to come for indie agencies.”
Buchanan emphasized that the conference provided exclusive insights to help agencies shape their strategies leading up to 2026.
The announcement comes as the media landscape continues to evolve rapidly, with independent agencies poised to leverage these insights to navigate the challenges and opportunities ahead. As the industry looks towards the future, events like Fast.Future.Present. underscore the importance of collaboration and innovation in shaping what’s next.
