October 3, 2023

Smarts becomes the newest of 21 progressive influencer marketing firms to join the Influencer Marketing Trade Body.


The Influencer Marketing Trade Body (“IMTB”) is delighted to announce Smarts has joined the professional membership organisation as its newest member.

Smarts is a global PR and creative agency that helps build brands with cultural endurance, by unleashing clever, creative ideas, with impact that lasts.

Smarts counts as clients brands including Booking.com, British Airways, and Diageo.

On joining the IMTB, Jill Boobyer, Creator Hub Director at Smarts said:

"The influencer industry and creator economy are evolving fast. Part of unlocking that potential means ensuring transparency, inclusivity and accountability across the sector – so we’re delighted to be joining the IMTB, and are looking forward to contributing to its work on these issues, and more.

"The IMTB's commitment to promoting the positive role influencers can play – for brands, the economy, and society – chimes with Smarts' Creator Hub ethos of forging genuine partnerships with creators, to deliver authentic work, that audiences want to engage with."

Scott Guthrie, Director General, IMTB said:

“The IMTB is delighted to welcome Smarts to its growing roster of progressive influencer marketing member firms. Influencer marketing plays a pivotal role in shaping consumer behaviour. The trust our sector enjoys is earned when brands, agencies, platforms and creators act responsibly, taking seriously their obligations to each other and to consumers - especially young and other vulnerable sections. I'm looking forward to working with Jill Boobyer and the whole Smarts team to continue to help shape consumer behaviour in a positive way." 

About the Influencer Marketing Trade Body

The IMTB is a professional membership organisation 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 has 21 member organisations: BENlabs, Captiv8, Disrupt, THE FIFTH, FleishmanHillard, Fourth Floor, Good Relations, impact.com, INCA, R&CPMK, Ketchum, Ogilvy, Open Influence, SEEN Connects, Smarts, Storm, Tagger, TAKUMI, Traackr, Whalar and What They Said.

Member organisations sign up to a 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.

IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP") as a member. CAP is responsible for writing and updating the rules on advertising in the UK via the CAP (Non-broadcast Advertising) Code. 

CAP is the sister organisation of the Advertising Standards Authority ("ASA") - the UK’s independent advertising regulator that  administers the CAP Code to keep ads legal, decent, honest and truthful.

IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code, first launched in September 2021 and updated in May 2022, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.

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