AiMCO Welcomes Four New Members as 2024 Sign-Ups Hit Record High

The Australian Influencer Marketing Council (AiMCO) today announced four new members, taking its record 2024 member sign-up to new heights.

Influencer marketing platform Referwo, skincare brand Ego Pharmaceuticals, Victorian influencer marketing agency MM MGMT, and boutique agency Socialé have all joined the organisation, taking overall AIMCO membership to more than 100 partners.

Referwo is an Australian-based influencer marketing platform, designed to connect brands and influencers. The platform is dedicated to helping businesses grow their sales, while empowering influencers and content creators to monetise their content. The platform has worked with dozens of brands including Mavella Superfoods, health and wellness company Morlife, personalised baby blanket provider Thread the Word and Zuluz Skincare, among others, along with influencers like Angela Tin @itsangelatin and River Wild @riverwildw.

Australian-owned company Ego Pharmaceuticals has been a global leader in skincare for more than 70 years, with its extensive range of brands such as QV, AZClear and Aqium. The company has been working with beauty bloggers and influencers for many years, leveraging educational content and user-generated content.

Melbourne-based influencer marketing agency MM MGMT, led by director and CEO Cameron Manuel, is one to watch in 2025,  managing a roster of dynamic creators, including the likes of @sophadophaa_, @leahhalton, @jacquiealexander and @stephenconiglio. Since its launch in 2022, MM MGMT has rapidly established itself as a powerhouse, collaborating with a range of iconic global brands such as Samsung, Louis Vuitton, Amazon, Dyson, Clinique, Skims, Myer, AFL and Boost. With a keen eye for talent and a strategic approach to influencer partnerships, MM MGMT is a trendsetter in the influencer marketing space and will expand into sport partnerships in 2025.

Socialé is a boutique agency that offers socially-led influencer marketing, talent management and content creation. Created in 2020 by founder Hayley O’Neill, the Socialé agency manages a network of global high-profile creators including Ariella Nyssa, Amelia Marni, Marina Didovich and Jess Bader, as well as specialising in creative content creation and production services for brands for every social touchpoint. The agency has partnered with brands such as Dior, Chopard, Ferragamo, L'Oréal, Universal Music, Charlotte Tilbury, Dyson, and Dove to name a few.

Referwo CEO, Ewen Ling, said, “AiMCO provides a fantastic opportunity for us to be part of a collaborative community dedicated to advancing influencer marketing standards in Australia. At Referwo, we specialise in connecting ecommerce brands with the right influencers through a seamless platform that simplifies campaign management, tracks performance, and maximises ROI. We’re excited to join forces with industry leaders and share our expertise in affiliate and influencer marketing, helping brands grow their reach and achieve measurable success.”

Ego Pharmaceuticals marketing and communications manager, Courtney Barlow, said, “Ego Pharmaceuticals have really accelerated its investment in influencer marketing this year and will continue to do so in 2025 and beyond. We are proud to be joining a pioneering group of industry experts within AIMCO to keep across industry changes and best practices.”

MM MGMT CEO, Cameron Manuel, said, “I am excited to kick off this exciting adventure with AIMCO!"

Socialé director, Hayley O’Neill, said, “We're very excited to be joining AiMCO, with its network of like-minded individuals and businesses that are working together to navigate the ever-evolving social media landscape.”

AiMCO managing director, Patrick Whitnall, said, “Our four new members reflect the ongoing appetite for AiMCO and its offering. We’re continuing to attract both leading consumer brands and influencer marketing experts to our organisation, as agencies and brands seek to deploy best practice industry standards across their operations.

“As we head into the new year, we’re expecting influencer marketing demand to spike, as brands recognise the value of influencer-led campaigns. By the end of this year, the global influencer marketing market size is set to reach $US24 billion, up from $US21.1 billion in 2023.* The sector is booming because marketers have realised the power of influencers and their ability to create meaningful connections and engagement with consumers.” 

The latest sign-ups follow a record number of new members joining AiMCO in October including Herd MSL, Sabrands, Jack Nimble, Eleven PR, Spawnpoint Media, Ogilvy PR, One Daydream, RISER Collective, Red Yolk, and Poem Group. This represents the highest number of new partners joining in a one-month period since AiMCO’s 2019 inception.

For more information on AIMCO, visit www.aimco.org.au