UK and Australian influencer marketing trade associations form alliance to champion industry standards and drive growth
More...
The Influencer Marketing Trade Body (IMTB) and the Australian Influencer Marketing Council (AiMCO) have announced a landmark strategic alliance to support creator economy professionalism across both hemispheres.
This collaboration will foster knowledge exchange, promote best practices, and enhance member value by connecting two of the world’s most advanced creator economies.
The partnership is founded on a shared mission to elevate industry standards, champion ethical conduct, and promote commercial effectiveness. By combining their expertise and resources, AiMCO and the IMTB will provide their respective members with global insights, cross-market case studies, and joint professional development opportunities.
Through this partnership, IMTB and AiMCO work together to strengthen global standards and share best practice frameworks, provide access to joint insights, case studies and benchmarking data, enhance trust and credibility in influencer marketing through shared advocacy and education initiatives and foster closer collaboration between international markets as the creator economy matures.
"Creator marketing is a global success story. This partnership with AiMCO allows us to connect two of the world's most dynamic markets," said Scott Guthrie, Director General of the IMTB. "By working together, we can more effectively address universal challenges and champion the responsible growth of the creator economy. Together, our members benefit immensely from the shared intelligence opportunities this alliance will generate."
AiMCO Managing Director, Patrick Whitnall, said: “We have collaborated and shared intelligence since IMTB launched. This formalised partnership reinforces a shared commitment to raising standards and building global confidence in influencer marketing. Both organisations are focused on supporting a professional, transparent and trusted creator economy, one that drives growth while protecting audiences and creators alike.”
The alliance aims to further professionalise the influencer marketing channel through unified advocacy efforts and proactive engagement with regulators, brands, and agencies in both markets.
About AiMCO
The Australian Influencer Marketing Council (AiMCO) is the foremost Australian industry body that brings together the expertise of a diverse alliance of industry professionals, marketers and content creators, committed to elevating influencer marketing best practice, campaign measurement and industry knowledge.
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.