Trade bodies announce partnership as creators form growing proportion of brands' marketing mix

With CreatorFest 2026 underway in London, ISBA and the Influencer Marketing Trade Body (IMTB) have announced a formal partnership.

With the UK influencer marketing sector growing at 28% year-on-year, [1] and the UK now second only to the United States in total influencer marketing spend, [2] the two trade bodies will combine their focus on influencer marketing and the creator economy - critical both to brands and the agencies shaping the modern media landscape.

The partnership builds on the work which ISBA and the IMTB have done together on their co-owned Influencer Marketing Code of Conduct - which is now a government-backed initiative setting standards across the industry.

Together, ISBA and the IMTB will focus on:

• Effectiveness and Trust: developing a standardised framework for influencer marketing measurement and evaluation; widening adoption of the Code of Conduct, including with talent agencies and creators; and removing barriers to disclosure rates
• Responsible Influencer Marketing: working to guard against possible social harms, and developing appropriate protections around the use of AI influencers and brand safety
• Ensuring Transparency: building best practice guidelines for procurement, payment terms and late payment
• Facing the Future: knowledge and skills for ISBA and IMTB members, including on trends in creator marketing, and expanded learning & development on matters such as influencers and GEO

The work will be carried forward through ISBA's revitalised Creator Marketing Forum and IMTB's member forums.

Scott Guthrie, Director General of the Influencer Marketing Trade Body, said: "Today, creator marketing is a core, high-performing component of the marketing mix for modern brands. However, rapid growth demands robust scaffolding. As budgets scale, our formalised partnership with ISBA is designed to deliver exactly that: maximising campaign effectiveness while actively mitigating brand risk. This collaboration builds on the strong foundations of the Influencer Marketing Code of Conduct, an initiative ISBA and the IMTB have proudly co-owned and championed since 2022."

Simon Michaelides, Director General of ISBA, said: "We're excited to be formalising our work with the Influencer Marketing Trade Body. This is a direct reflection of the growing importance to brands of creator marketing, and the benefits - as well as the challenges - it can bring.

"From the publication of our template influencer contracts to the launch of the Code of Conduct, ISBA has long been at the forefront of helping brands navigate what is a dynamic and always-evolving phenomenon. Partnering with the IMTB, which has done so much to put creator marketing on the map, is the logical next step.

"Advertisers who are increasing their investment in creators want to measure their reach and return, ensure responsible influencer marketing - and harness its full potential to contribute to an effective marketing mix. Together, ISBA and the IMTB will be helping them to do just that."

[1] The UK influencer marketing sector is growing at 28.03% YoY (IMARC Group, 2026) against a total growth in UK advertising spend of 6.4% (Advertising Association/WARC, 2026).

[2] The UK is second only to the United States in terms of total influencer marketing spend and is Europe's most 'bullish' and mature market (Statista, 2026).

Tagged with...