AiMCO welcomes Mushroom Group’s new talent agency as member

Mushroom Group’s newly-launched talent management and partnership agency, as revealed by Mumbrella this week, has become a member of the Australian Influencer Marketing Council (AiMCO).

Mushroom Connect, which was launched on Wednesday by Mushroom Group’s chief executive Matt Gudinski and new director Kirsty Kassabis, is described to provide specialist talent management services, influencer marketing and artist representation to deliver authentic digital collaborations – providing a connection between talent and leading brands.

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

“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,” she continued. “We look forward to working closely with AiMCO to drive and facilitate the talent-brand relationship to help it reach new heights.”

The agency’s talent roster already includes some of Australia’s largest content creators, including Luke and Sassy Scott, co-star on the Inspired Unemployed’s Impractical Jokers Dom Littrich, and food blogger Bites with Lily.

Mushroom Connect will become a part of AiMCO’s growing ecosystem, alongside recently announced Subway – the right major food brand to join – and over 100 other partners.

Patrick Whitnall, managing director of AiMCO, 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.”


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