IMAA Pitch-Chella.
The Independent Media Agencies of Australia (IMAA) has reveaaled the line-up for the 2025 Pitch-Chella, with 18 agencies from across Australia to pitch a campaign for charity Mission Australia.
Agencies include Alpha Digital, Assembled Media, Admatic, Audience Group, Advertising Associates, Bang Digital, Customedia, Co.gency, Hatched, Impressive, Kaimera, Noisy Beast, Pearman Media, TFM Digital, Slingshot, The Media Store, The Pistol and Vonni Media.
The event is running for its second year.
“We are looking forward to another successful Pitch-Chella event – it’s so great to see independent media agencies from across the country signed up to participate in this year’s event,” IMMA leadership team member and Hatched chairman Mike Wilson said.
“It’s a testament to the growth of the sector and the IMAA’s commitment to education and skills development for young indie talent.”
Teams will prepare written pitches designed to raise brand awareness for Australia’s homelessness crisis.
Participants will need to prepare a pitch for paid media, along with creative solutions to generate awareness, and earned media.
Teams will also need to pitch ideas for an ‘always on’ campaign during key fundraising periods to support Mission Australia’s winter and Christmas appeals.
Mission Australia is a national charity that has been serving Australian people in need since 1859.
It offers services including social and affordable housing, homelessness services, support for children, young people and families, mental health, alcohol and drug support, and employment skills and training.
The event is sponsored by Audience360 and supported by Meta, News Corp Australia and Pinterest.
The written briefs will be reviewed by a panel, including Audience360’s managing director, Jenny Parkes, TrinityP3 business director and global media lead Steven Wright, Tumbleturn marketing advisory managing partner Daniel Johns, Orand founder Adam Hickey and Sparrow’s nest consulting’s Greg Graham.
Pitches will be scored on their industry relevance, objectives and problem-solving, insight and strategy, and idea and execution.
Shortlisted finalists will be announced on June 24, before they present a virtual pitch to the judging panel on July 2.
The official winner announcement is at a closing party at the Bells Hotel in Melbourne on July 17.
“This year, we’re looking for pitches that are innovative, intelligent and creative – campaigns that can generate a disproportionate impact, compared to the category, client and market benchmarks,” Wilson said.
“Mission Australia is one of the nation’s most beloved charities, particularly for its work in addressing Australia’s homelessness crisis.
“We want pitches that support public awareness of Mission Australia’s fundraising and partnership efforts, while also helping to build understanding of the urgency and complexity of homelessness nationwide.”
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