Trade bodies announce partnership as creators form growing proportion of brands’ marketing mix
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- With CreatorFest 2026 underway in London, ISBA and the Influencer Marketing Trade Body (IMTB) have announced a formal partnership.
With the UK influencer marketing sector growing at 28% year-on-year,* and the UK now second only to the United States in total influencer marketing spend, ** the two trade bodies will combine their focus on influencer marketing and the creator economy – critical both to brands and the agencies shaping the modern media landscape.
The partnership builds on the work which ISBA and the IMTB have done together on their co-owned Influencer Marketing Code of Conduct – which is now a government-backed initiative setting standards across the industry.
Together, ISBA and the IMTB will focus on:
The work will be carried forward through ISBA’s revitalised Creator Marketing Forum and IMTB’s member forums.
Scott Guthrie, Director General of the Influencer Marketing Trade Body, said: “Today, creator marketing is a core, high-performing component of the marketing mix for modern brands. However, rapid growth demands robust scaffolding. As budgets scale, our formalised partnership with ISBA is designed to deliver exactly that: maximising campaign effectiveness while actively mitigating brand risk. This collaboration builds on the strong foundations of the Influencer Marketing Code of Conduct, an initiative ISBA and the IMTB have proudly co-owned and championed since 2022.”
Simon Michaelides, Director General of ISBA, said: “We’re excited to be formalising our work with the Influencer Marketing Trade Body. This is a direct reflection of the growing importance to brands of creator marketing, and the benefits – as well as the challenges – it can bring.
“From the publication of our template influencer contracts to the launch of the Code of Conduct, ISBA has long been at the forefront of helping brands navigate what is a dynamic and always-evolving phenomenon. Partnering with the IMTB, which has done so much to put creator marketing on the map, is the logical next step.
“Advertisers who are increasing their investment in creators want to measure their reach and return, ensure responsible influencer marketing – and harness its full potential to contribute
to an effective marketing mix. Together, ISBA and the IMTB will be helping them to do just that.”
Notes to Editors
* The UK influencer marketing sector is growing at 28.03% YoY (IMARC Group, 2026) against a total growth in UK advertising spend of 6.4% (Advertising Association/WARC, 2026).
**The UK is second only to the United States in terms of total influencer marketing spend and is Europe's most ‘bullish’ and mature market (Statista, 2026).
About ISBA
ISBA is the only body that represents brand owners advertising in the UK. We empower them to understand the industry and shape its future because we bring together a powerful community of marketers with common interests; lead decision-making with knowledge and insight; and give a single voice to advocacy for the improvement of the industry.
To find out more, visit us at www.isba.org.uk or follow us on LinkedIn.
About the Influencer Marketing Trade Body (IMTB)
As a trusted voice in the industry, the IMTB represents influencer marketing on the Committee of Advertising Practice (CAP), the UK advertising’s rule-making body, and is a member of the Advertising Association, holding a seat on its council. Dedicated to elevating industry standards, the IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA. The IMTB co-runs the Digital Creators All-Party Parliamentary Group (APPG). The IMTB co-founded the European Influencer Marketing Alliance (EIMA) in 2024, providing a unified voice for the creator economy amid a rapidly evolving legislative and regulatory landscape through 11 member associations. In 2025, IMTB formed a strategic alliance with AiMCO, the Australian Influencer Marketing Council.