Mushroom Connect becomes latest member of AiMCO

Mushroom Connect - AiMCO

Mushroom Connect serves as a connection point between talent and brands.

Mushroom Connect – the Mushroom Group’s newly launched talent management and partnerships agency – has become the latest member of the Australian Influencer Marketing Council (AiMCO).

Mushroom Connect, officially launched by Mushroom Group chief executive Matt Gudinski and director Kirsty Kassabis yesterday, provides specialist talent management services, influencer marketing, and artist representation to serve as a connection point between talent and brands.

Mushroom Connect already manages a roster of influencers, including Luke and Sassy Scott, Inspired Unemployed Impractical Jokers co-star Dom Littrich aka Big Twisty, viral sensation 100 Percent That Tim and trend-setting food blogger Bites with Lily.

Mushroom Connect joins AiMCO’s growing member base, which includes more than 100 partners in agencies, consumer brands, legal services, and more.

Kassabis said: “Our partnership with AiMCO is a critical part in demonstrating Mushroom Connect’s commitment to best practice influencer marketing from the outset.

“We share AiMCO’s vision of recognising that talent-led digital content has changed the way brands interact with audiences, and the need to continue developing and celebrating these partnerships. We look forward to working closely with AiMCO to drive and facilitate the talent-brand relationship to help it reach new heights.”

Patrick Whitnall, AiMCO managing director, said: “We are absolutely delighted to have Mushroom Connect join the AiMCO family. The Mushroom Group has been a critical part of Australia’s creative scene since 1972 and become renowned for growing local artists.

“The launch of Mushroom Connect demonstrates the group’s unrelenting commitment to nurturing creatives and formalising the important brand-talent dynamic.

“To have the new company as part of AiMCO demonstrates the strength of our organisation in leading the way for influencer marketing in Australia and the increased desire for brands to ensure their agreements reflect industry best practice.”

The Mushroom announcement follows the recent addition of Subway Australia to AiMCO’s member base, becoming the first major food brand to join the organisation.

See also: Subway becomes first major food brand to join AiMCO

Top image: Kirsty Kassabis and Matt Gudinski

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