ITB Worldwide joins the Influencer Marketing Trade Body (IMTB)

ITB Worldwide is the seventh influencer marketing company to join the IMTB. The IMTB is a professional membership organisation dedicated to building a robust, sustainable future for the influencer marketing industry.

Commenting on joining the IMTB, Crystal Malachias, Global Growth and Development Director at ITB Worldwide said: “ITB are thrilled to be among the first to join such an important trade body, aligning with other notable agencies to demonstrate our collective commitment to the evolution and professionalisation of the UK influencer marketplace.

“As the influencer industry further matures and continues to prove an essential building block of the marketing mix, it’s essential that such a trade body exists to provide unified governance around important issues such as disclosure, equitable payment, and transparent measurement, to grow and protect both talent and brands alike. We look forward to helping shape the future of influencer marketing as part of this trade body.”

Scott Guthrie, Director General of the IMTB, commented: “Digital advertising grew 30.5% globally in 2021 – excluding U.S. political advertising. Influencer marketing over-indexed in its share of that growth. Sustaining this growth rate means shouldering more accountability, sharing more best practices and showing more leadership in the space. I’m thrilled that ITB shares IMTB’s vision for influencer marketing. I’m looking forward to working alongside Crystal and others from ITB to help realise our industry’s full potential.”

About the Influencer Marketing Trade Body

The IMTB is a professional membership organisation dedicated to building a robust, sustainable future for the influencer marketing industry. https://imtb.org.uk/.

Established in 2021 the IMTB has seven member organisations: The Fifth, INCA, ITB Worldwide, Ogilvy, Tagger, TAKUMI, and Whalar.

Member organisations sign up to a code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services.

Recent IMTB Activities

• Provided written evidence to the UK Parliament’s select committee into Influencer Culture – and pushed back on misleading evidence provided by other organisations.

• Formed part of the review process for ISBA’s influencer marketing code of conduct.

• Commented on the Committee of Advertising Practice and The Broadcast Committee of Advertising Practice announced they are to introduce new targeting restrictions that prohibit cosmetic interventions advertising from being directed at under-18s.

• Worked with the Competition and Markets Authority to promote its green claims code.