The Australian Influencer Marketing Council (AiMCO) has announced a first-of-its-kind partnership with Omnicom Media Group (OMG), marking a major investment in the professionalisation of the national creator economy.
Through the agreement, OMG will sponsor annual AiMCO memberships for eligible creators working under its influencer marketing arm, Creo – providing free access to AiMCO’s resources, events and education programs.
The partnership will give OMG-aligned creators access to AiMCO’s suite of industry insights, compliance guides, and member-only opportunities, including webinars, networking and the upcoming 2026 Creator Summit in Sydney.
OMG works with hundreds of creators each month through Creo, its proprietary end-to-end influencer marketing solution that connects brands to millions of creators across thousands of categories globally.
The initiative represents a broader push by OMG to invest in education, brand safety and performance outcomes across the influencer landscape.
“A shared commitment to elevate the industry”
Thomas Hutley, managing director of OMG Content, said the partnership reinforces the agency’s long-standing relationship with AiMCO and its belief in the power of influencer marketing to drive media effectiveness.
“OMG has been a proud AiMCO founding member since 2019,” Hutley said.
“Since launching Creo earlier this year, we’ve seen strong client adoption, demonstrating influencer marketing is a powerful vehicle for media effectiveness.
Our guaranteed outcomes model proves the exceptional results that can be unlocked when the right creator is paired with the right message and amplified to a receptive audience.”
Hutley added that the partnership is about ensuring creators have the tools to keep pace with the industry’s growth.
“Providing meaningful access to education, training and resources is a vital step in supporting creators and strengthening outcomes across the entire industry,” he said.
AiMCO managing director Patrick Whitnall
“A landmark agreement for influencer marketing”
AiMCO managing director Patrick Whitnall described the partnership as a milestone for both organisations and for the broader influencer marketing sector.
“Influencers and content creators are the lifeblood of our industry,” Whitnall said. “This partnership is designed to continue AiMCO’s mission to drive responsible, compliant influencer marketing by investing in best practice education, while providing critical links between brands, agencies and influencers.
Our new collaboration with OMG demonstrates the growing enthusiasm of agencies to invest in further professionalising our creator ecosystem.”
The partnership is effective immediately, with new creator members onboarded through OMG receiving complimentary AiMCO membership and a ticket to the 2026 Creator Summit in Sydney.