AiMCO posts first profit as membership hits record high

The Australian Influencer Marketing Council (AiMCO) has turned a profit for the first time in its six-year history and recorded its highest annual membership growth, according to its 2026 Annual Report.

The results were presented at the organisation’s AGM in Sydney last Thursday. AiMCO says the profit will allow it to reinvest in initiatives for members and the wider industry.

More than 200 members joined this year, the most in any year. New members include MECCA, Lion, Mars Snacking, Reckitt, Impact, Coty Inc. and Commercial Radio Australia, the peak body for Australia’s commercial radio and digital audio industry.

Agencies and creator businesses that joined include 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.

AiMCO launched its Creator Advisory Council this year to represent creators and influencers. More than 100 independent creators have joined in the past 12 months. It also partnered with the Marketing Association of Australia to release its first State of the Creator report on the Australian creator economy.

“AiMCO has come of age”

AiMCO plans to focus on growing its membership of brands, creators and platforms in 2027. It will take a more active role in brokering collaboration between brands and creators, and will work with the Creator Advisory Council to expand creator membership. It also wants to bring more platforms into the organisation through a new platform membership category, and will continue its measurement, certification and accreditation work with the Marketing Association of Australia.

It will also build on this year’s first combined AiMCO Summit and AiMCO Awards, which drew more than 550 attendees. AiMCO describes it as the largest gathering of Australia’s creator marketing industry.

Jason Tonelli, AiMCO Chair, 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.”

Patrick Whitnall, AiMCO Managing Director, 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.”

Chair Tonelli, CEO of Zenith, and the board were confirmed at the AGM. Board members are Polly Blenkinship (Audible Global Head of Brand Media), Tegan Boorman (Social Law Co Founder), Ryan Jon Dunn (content creator and co-host of the Toni and Ryan podcast), Andy Holford (Cartology General Manager of Operators), Sam Kelly (Hello CEO), Vanessa Li (content creator), Louise Romeo (Starcom Chief Commercial and Operating Officer), Jason Scott (Audited Media Association of Australia Board Director), Detch Singh (Hypetap Executive Chair and Group CEO), Sharyn Smith (Social Soup Founder and CEO) and Bianca Wallis (career marketer).

AiMCO added two creator board seats this year and introduced a new committee structure to give brands and creators a bigger say in setting industry priorities.