Know What's Happening in Marketing

AiMCO Wants to End the ‘Wild West’ Era of Influencer Marketing in Australia With Its 2026 Summit

The Australian Influencer Marketing Council (AiMCO) will host its 2026 Summit on Feb 26 in Sydney, aiming to shift the perception of influencer marketing from a “Wild West” to a disciplined, brand‑ready channel. The not‑for‑profit body, which introduced Australia’s first influencer code of practice, will showcase best‑practice sessions on AI, ROI measurement, platform algorithms and creator‑led case studies. With over 500 attendees expected, the event also features the annual awards and a Creator Advisory Council to embed creators in governance. Patrick Whitnall, AiMCO’s managing director, stresses that professionalizing creators as media CEOs will help brands integrate creator marketing into core teams.