The Australian Influencer Marketing Council (AiMCO) and the UK’s Influencer Marketing Trade Body (IMTB) announce a strategic alliance to support professionalism in the creator economy across both markets.

The partnership aims to foster knowledge exchange and enhance member value by connecting their respective creator economies. The collaboration focuses on elevating industry standards, championing ethical conduct, and promoting commercial effectiveness through combined expertise and resources.

The alliance provides members with global insights, cross-market case studies, and joint professional development opportunities. IMTB and AiMCO will work together to strengthen global standards, share best practice frameworks, and provide access to joint insights, case studies, and benchmarking data.

“Creator marketing is a global success story. This partnership with AiMCO allows us to connect two of the world’s most dynamic markets,” Scott Guthrie, Director General of the IMTB, said in a statement. “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.”

IMTB’s Regulatory and Industry Role

IMTB launched in October 2021 and represents influencer marketing on the Committee of Advertising Practice, the UK advertising’s rule-making body. The organization co-owns the influencer marketing code of conduct alongside ISBA (Incorporated Society of British Advertisers) and sits on the influencer workstream of the UK government’s Online Advertising Taskforce.

In 2024, IMTB co-founded the European Influencer Marketing Alliance, an umbrella organization that represents 300 agencies and 8,000 creators across seven European countries.

Shared Commitment to Standards

Patrick Whitnall, AiMCO Managing Director, reveals that the organizations have collaborated and shared intelligence since IMTB launched. “This formalized partnership reinforces a shared commitment to raising standards and building global confidence in influencer marketing,” Whitnall said. “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 enhances trust and credibility in influencer marketing through shared advocacy and education initiatives while fostering closer collaboration between international markets as the creator economy matures.

AiMCO brings together industry professionals, marketers, and content creators committed to elevating influencer marketing best practices, campaign measurement, and industry knowledge. IMTB provides its members, including agencies, platforms, and talent managers, with guidance, resources, and a collective voice to shape the industry’s future.

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