Sharyn Smith to replace Detch Singh as AiMCO chair

The Australian Influencer Marketing Council (AiMCO) has named founder and CEO of Social Soup and director of The Influencer Group, Sharyn Smith, as the new chair of its’ Guiding Council.

Smith will replace the council’s inaugural chair, founder and CEO of Hypetap, Detch Singh.

Singh will remain on the council as a deputy chair, alongside Patrick Whitnall, marketing director of TwentyFiveFour, and newly elected deputy chair Tegan Boorman, founder of Social Law Co.

The AiMCO executive team provides leadership and guidance for the strategic vision and management of AiMCO, which has a membership of more than 85 members.

Commenting on her appointment, Sharyn Smith said: “AiMCO is essential to the influence industry’s next phase of development. Right now, influence is experiencing a strong growth trajectory that will be critical in determining how the future of our industry looks. There is a burgeoning need for greater integration across the creator economy and wider influencer marketing, as well as across marketing and media plans – this means enormous opportunity. I’m honoured to take the Chair at this time and will continue to lead AiMCO as a potent industry body to realise the full potential that is emerging for all of the passionate companies, professionals and creators dedicated to the influence sector. We’re entering an exciting phase and I look forward to engaging with all facets of the industry.”

Detch Singh said: “I’m proud of what we’ve achieved with the establishment of AiMCO over the last two years whilst I’ve been Chair. It’s been gratifying to lead that journey, seeing it evolve from the initial development of the Council and the AiMCO Code of Practice to the launching of the AiMCO Awards. The ongoing contribution of all the members has been fantastic, and I am honoured to be involved in the next phase of its growth.”

Tegan Boorman said: “As an experienced social media lawyer, and an elected Deputy Chair of the Guiding Council, I look forward to assisting AiMCO as it guides the influencer marketing industry through growing regulation and increased enforcement of the relevant laws, regulations and codes.”

Patrick Whitnall added: “The impact and progress that’s been made at AiMCO over the last couple of years to establish more trust and transparency in our industry has been commendable, being supported to continue this work as Co-Deputy is an honour and privilege. I’m looking forward to working with the team and members to grow our industry to further heights.”

All members of the Council are involved in determining the work and initiatives of AiMCO, with the Guiding Council representing companies from across the influencer marketing community. The 17 members of the Guiding Council as of April 2022 are listed below.

AiMCO Guiding Council Members, April 2022 (sorted alpha by first name)

Councillor                                  Company

Anthony Richardson                  Q-83

Ben Mayor                                We Are Social

Ben McGrath                            VAMP  

Detch Singh                              Hypetap (Deputy Chair)

Jacqui Capel                             Squad by Mamamia

Jamie Taylor                             Havas Media

Kylie Green                               The Lime Agency

Natalie Giddings                        Hoozu  

Patrick Whitnall                         TwentyFiveFour (Deputy Chair)

Sam Kelly                                 Hello Social

Sarah Letts                               Totally Awesome

Sharyn Smith                            Social Soup (Chair)

Shivani Maharaj                        Wavemaker

Simone Landes                         The Lifestyle Suite

Steph Pearson                          OMD Create

Stephen von Muenster              Von Muenster Legal

Tegan Boorman                        Social Law Co (Deputy Chair)


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