The Influencer Marketing Trade Body (IMTB) appoints two new board members - Alex Burgess and Detch Singh

The Influencer Marketing Trade Body (IMTB) is delighted to announce the appointment of two new board members.  

Alex Burgess, Global President at The Goat Agency and Detch Singh, CEO of Hypetap, join senior leaders from other progressive creator marketing agencies, including Ogilvy, Whalar and Influencer on the IMTB Board.  

Launched four years ago, IMTB advocates at the highest levels to increase understanding, trust and investment in creators and creator marketing. The association recently became the first member in a decade to join the UK advertising’s rule-making body. IMTB also co-runs the Digital Creator APPG in Parliament. 

Our association promotes responsible practices throughout the industry co-owning the Influencer Marketing Code of Conduct alongside ISBA - an initiative herald by both Parliament and Government as an example of best practice within the industry. 

The IMTB Board of Management collectively ensures that the IMTB operates in the best interests of its members, the industry and society at large.

Alex Burgess, Global President, The Goat Agency, commented on his appointment to the IMTB board: 

“I’m proud that we are a founding member of the IMTB, and now as part of the Board, I look forward to working alongside its members to drive increased growth, innovation and professionalisation within the UK creator economy. Goat is one of the world’s largest influencer marketing agencies and throughout our 10+ year history, we have consistently advocated for the effectiveness of human and creator-first media, as well as greater transparency and fairness. I’m excited to bring this passion and expertise to the IMTB as we continue to pioneer the industry forward.”

Detch Singh, CEO of Hypetap said:

“I'm honoured to join the IMTB Board and help drive the next phase of maturity for the UK's creator economy. Having helped build the framework for self-regulation and professionalism in other global markets, I look forward to contributing Hypetap's twelve years of experience in creator marketing to ensure our industry's continued integrity, accountability, and growth." 

Scott Guthrie, Director General of the IMTB said:

“Over the past four years, the IMTB has successfully established itself as the UK's leading voice within responsible creator marketing. Foundations in place, the next 48 months will be a period of rapid growth for our association. I’m excited to be working alongside Alex and Detch during this expansion phase and to be able to tap into their considerable industry insight, expertise, and energy to realise IMTB’s full potential.” 

About the Influencer Marketing Trade Body

The IMTB is a UK-based not-for-profit trade association dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.

Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members.

IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP"), the UK advertising’s rule-making body.

It co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.

IMTB sits on the government's Online Advertising Taskforce as part of its influencer marketing workstream. 

IMTB co-runs the Digital Creators All-Party Parliamentary Group, designed as a forum for creators to engage policymakers - acting as a vital bridge between the UK’s creators and Westminster

IMTB is an Advertising Association member. Our director general sits on the AA's council. 

In 2024 IMTB co-founded the European Influencer Marketing Alliance - a federation of professional influencer marketing organisations across Europe. EIMA provides a unified voice for creator economy constituents to regulators, legislators, media, academics and other key stakeholders at a time of tremendous growth within the industry but also a time of increased legislative and regulatory scrutiny.

Member organisations sign up to our code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services and ensure our members are always responsible, accountable, transparent and competent.