The Australian Influencer Marketing Council (AiMCO) has celebrated a landmark year, achieving profitability for the first time in its history and welcoming its largest-ever intake of new members, its 2026 Annual Report reveals.
At its AGM, held last Thursday in Sydney, the AiMCO Board reflected on a groundbreaking year, which saw the organisation record its highest-ever annual membership growth, alongside a significant expansion of industry initiatives, partnerships and member offerings.
This year, AiMCO welcomed a record number of more than 200 creator members – more than any year in the organisation’s history – with leading Australian and international brands, agencies and industry bodies joining the organisation.
Among the new members were beauty giant MECCA, beverage company Lion, global food business Mars Snacking, consumer health and hygiene company Reckitt, Impact, multinational beauty and personal care company Coty Inc. and Commercial Radio Australia – the peak industry body representing Australia’s commercial radio broadcasting and digital audio industry.
They were joined by agencies and creator businesses including Ace Creators, Envision Agency, Bastion, Key Creators, Jetpak Media, Bedou, History Will be Kind, Kitly Business, Tall Poppy Management, Gamer Talent and Count Out Loud.
The organisation’s 2026 annual report also revealed AiMCO had reached profitability for the first time in its six-year history – a significant milestone demonstrating its growing financial sustainability and ability to reinvest in initiatives that deliver greater value to members and the wider industry.
This year, AiMCO also invested heavily in the future of Australia’s creator economy, launching its Creator Advisory Council, an advisory body designed to represent and advocate for the nation’s creators and influencers, with over 100+ independent creators becoming members in the last 12 months.
AiMCO also strengthened its commitment to industry research, partnering with the Marketing Association of Australia to launch its inaugural State of the Creator report, providing valuable insights into the Australian creator economy and its evolving commercial landscape.
Looking ahead, AiMCO has an ambitious agenda for 2027, focused on expanding its membership base, deepening industry collaboration and delivering greater commercial and professional value across the creator economy.
A key priority will be growth of brands, creators and platforms. AiMCO will focus on playing a more active role in brokering collaboration between brands and creators, while also working with its Creator Advisory Council to expand creator membership.
Deepening relationships with major platforms will be another priority, with AiMCO looking to bring more platforms into the organisation through its new platform membership category.
AiMCO will also continue to invest in raising industry standards through measurement, certification and accreditation initiatives, in partnership with the Marketing Association of Australia.
Finally, the organisation plans to build on the success of its inaugural combined AiMCO Summit and AiMCO Awards, which attracted more than 550 attendees this year – the largest-ever gathering of Australia’s creator marketing industry.
AiMCO chair, Jason Tonelli, said: “Six years ago, a small group of people who cared deeply about Australia’s creator industry came together with a shared ambition: to bring trust, transparency and accountability to influencer marketing.
“Today, AiMCO has come of age. It is now a profitable, well-governed and professional industry body that is making a genuine difference to both creators and the broader advertising community.
“Reaching profitability for the first time is a significant milestone, but what matters most is what it enables us to do next. Our vision is to make AiMCO more than just a membership organisation. We want to be an active industry connector, bringing together brands, creators, agencies and platforms to create opportunities, raise standards and unlock the full commercial potential of Australia’s creator economy.”
AiMCO MD, Patrick Whitnall, said: “It has been a landmark year for AiMCO, and the growth in our membership is a real reflection of the momentum behind Australia’s creator economy. Welcoming our largest-ever intake of new members, including leading brands, agencies and businesses from across the industry, demonstrates the value AiMCO is delivering and the growing recognition of the role we play.
“We’re now seeing a real appetite for connection, collaboration and greater professionalism across the creator economy. Our focus now is on making sure AiMCO continues to lead that conversation, and turning that momentum into meaningful outcomes for our members.”
Current AiMCO chair and Zenith CEO, Jason Tonelli, and board members were confirmed at yesterday’s AGM, including Audible global head of brand media, Polly Blenkinship; Social Law co-founder, Tegan Boorman, content creator and co-host of the Toni and Ryan podcast, Ryan Jon Dunn, Cartology GM of operators, Andy Holford, Hello CEO, Sam Kelly, content creator, Vanessa Li, Starcom chief commercial and operating officer, Louise Romeo, Audited Media Association of Australia board director, Jason Scott, Hypetap executive chair and group CEO, Detch Singh, Social Soup founder and CEO, Sharyn Smith and career marketer, Bianca Wallis.
This year, AiMCO welcomed two creator board seats and introduced a new committee structure to ensure brands and creators have a stronger voice in shaping industry priorities.
