Australian and UK Influencer Marketing Bodies Form Alliance

The Australian Influencer Marketing Council (AiMCO) and the UK’s Influencer Marketing Trade Body (IMTB) today 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.

Launched in October 2021, IMTB represents influencer marketing on the UK advertising’s rule-making body – the Committee of Advertising Practice. It co-owns the influencer marketing code of conduct alongside ISBA and sits on the influencer workstream of the UK government's Online Advertising Taskforce. In 2024, IMTB co-founded the European Influencer Marketing Alliance (EIMA). The umbrella organisation now represents 300 agencies and 8,000 creators across seven European countries.

Globally, creator marketing’s economic contribution has jumped five-fold in five years from $US6.5 billion in 2019 to top $US35 billion in 2024, putting it ahead of cinema’s worldwide yearly box office takings.

"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.