AMAA establishes influencer community to help support best practice standards

The Audited Media Association of Australia (AMAA) is moving into the influencer space with the launch of a new industry council for the Australian influencer marketing community.

The Australian Influencer Marketing Council (AIMCO) will provide a platform for companies working in the influencer marketing channel to work collaboratively to develop best practice standards.

AIMCO’s key principles are a commitment to transparency and accountability to engender marketer confidence and trust, a focus on ensuring good citizenship and adherence to agreed industry best practice and disclosure standards, and the promotion of measures designed to drive positive marketing outcomes from influencer marketing.

The AMAA has engaged in consultation with the industry over recent months to understand the issues and opportunities, and to develop the Influencer Marketing Code of Practice. Throughout this process, the body has met with more than 45 organisations engaged in influencer marketing to determine which areas needed to be addressed.

The resulting code spans a variety of topics, including influencer vetting, advertising disclosure, contractual considerations including content rights usage, and metrics reporting.

A separate guide will be produced for buyers with metrics which are set to be reviewed in the coming months. The final Influencer Marketing Code of Practice will be released following further industry meetings over coming weeks.

The AIMCO Guiding Council will be formed from participating companies and will oversee the final version of the Code of Practice, facilitating ongoing discussion in the space.

Josanne Ryan, AMAA CEO, said: “It’s been great to see the enthusiasm and commitment the influencer marketing community has brought to this process. The move to collectively embrace industry best practice and embed this into their business model signals the maturing of influencer marketing.”

John Broome, chief executive officer of the Australian Association of National Advertisers (AANA), said: “The AANA welcomes this initiative from the AMAA and looks forward to reviewing the Code of Practice from the AIMCo Guiding Council. Influencer marketing is now a valuable tool in the marketing mix and we welcome the intention to build trust and confidence in its use through transparency, best practise and accountability.”

The industry members who have been engaged in the AIMCO discussion for the development of the Code of Practice are:
Born Bred Talent
Chic Management
Contagious Agency
Day Management
Gleam Futures
H&K Strategies
Havas co-maker
IMG Engage
Komodo Australia
opr Agency
OMD Create
Porter Novelli
Publicis Media
Reprise Digital
Social Diary
Social Soup
The Right Fit
WOM Network


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