Lion, Reckitt and Mars deepen creator commitment with AiMCO

Three of Australia's biggest consumer marketers have joined the Australian Influencer Marketing Council as brands continue to push creator marketing deeper into mainstream strategy.

Lion, Reckitt and Mars Snacking have become members of AiMCO, adding major alcohol, consumer health and FMCG advertisers to the industry body.

The additions come as influencer marketing increasingly shifts from a tactical social channel towards a more established part of brand, media and earned strategy.

Reckitt marketing director ANZ Florence Paoli described influencer marketing as “a strategic channel for Reckitt”, with the business using creators to engage consumers through trusted and authentic voices.

Mars Snacking similarly pointed to its focus on driving earned-first campaigns across its portfolio as it joined the organisation.

The move also reflects growing attention from marketers on the less glamorous side of the creator economy: measurement, disclosure, brand safety and industry standards.

AiMCO brings together brands, agencies, platforms and creators and has pushed for greater professionalism and transparency across Australia's influencer sector, including through its industry Code of Practice.

The organisation's expanding brand membership comes as creators take a larger role across campaign development rather than simply acting as a distribution channel at the end of the process.

AiMCO MD Patrick Whitnall said thge inclusion of Reckitt, Lion and Mars shows that influencer marketing is no longer a niche or emerging channel, but an increasingly important part of the marketing mix.

“There is real momentum behind influencer marketing in Australia and the calibre of organisations now engaging with AiMCO is a clear reflection of that."