IMTB launches measurement and evaluation committee led by new board member, Detch Singh

The Influencer Marketing Trade Body (IMTB) is launching a measurement and evaluation committee to help champion and standardise the measurement of influencer marketing across the advertising industry.

The committee will demonstrate the commercial uplift of influencer marketing at a time of unprecedented growth in our sector.

Detch Singh, CEO of influencer agency Hypetap, has been appointed as chair of the new committee. Singh, who also recently joined the IMTB board, commented on his new role: 

“Measurement is the foundation of confidence for any marketing channel, and influencer marketing is no exception. Our industry is calling out for a grown-up evaluation of this channel as marketing spend shifts more and more towards influencer activity,” said Singh, continuing, “As Chair of the IMTB’s Measurement and Evaluation Committee, my role is to ensure we establish rigorous, unified standards. Our focus will be on the hard data and measurable ROI that CMOs need to view this channel as a strategic investment.”

Emma Harman, IMTB Co-Chair and Co-CEO at Whalar, said:

“We are pleased to have Detch Singh join the IMTB Board and chair the Measurement and Evaluation Committee. This committee aims to guide the industry on best practices in influencer measurement.

"Detch brings exceptional expertise from across the influencer landscape, including his leadership within the Australian Influencer Marketing Council.

"As the IMTB continues to expand its membership across a diverse range of businesses in the influencer marketing ecosystem, Detch’s guidance will be instrumental in advancing our mission to deliver real value for members and strengthen the impact of our industry as a whole.”

Scott Guthrie, Director General of the IMTB, said: 

“Creator marketing spend globally is growing at 36% outstripping increases in total advertising of just 6%. As budgets rise exponentially, our industry needs to work harder to demonstrate financial accountability and return on investment. It is critical we evaluate creator marketing with the same financial rigour applied to all other media channels - a shift from attention to action.

“Detch has been working hard setting up IMTB’s new measurement and evaluation committee since the Spring. I’m very excited that we’re now ready to roll out this initiative to members and IMTB partners.”

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.