Lion, Reckitt and Mars Snacking join AiMCO

Lion, Reckitt and Mars Snacking have joined the Australian Influencer Marketing Council (AiMCO).

The three companies are among AiMCO’s largest brand signings to date and join a membership spanning brands, agencies, platforms, creators and industry specialists.

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Lion joins AiMCO

Lion Australia Cultural Collaborations Leader Andie Tickner said talent had become an increasingly important part of the company’s marketing, helping its brands connect with consumers across culture.

“Joining AiMCO gives us the rigour and best-practice framework to take the centre of excellence we’re building at Lion into its next evolution,” she said.

Tickner said the membership would also give Lion the opportunity to work more closely with brands and talent across the sector, share knowledge, and help develop influencer marketing standards in Australia.

Lion’s portfolio includes Hahn, Stone & Wood, XXXX, Kirin Ichiban, Hyoketsu, Four Pillars Gin, Tooheys, Guinness and Heineken.

Reckitt expands industry involvement

Reckitt has also joined AiMCO, with Marketing Director ANZ Florence Paoli describing influencer marketing as a “strategic channel” for the business.

Paoli said creator partnerships allow Reckitt to reach consumers through established voices and communities across its health and hygiene portfolio.

She said joining AiMCO would support the company’s focus on best practice and responsible influencer marketing, while helping it develop new creator partnerships.

Reckitt’s Australian portfolio includes Finish, Nurofen, Gaviscon, Vanish, Dettol, Strepsils and Durex.

Mars Snacking signs on

Mars Snacking is the third major brand to join AiMCO, with its portfolio including M&M’S, Snickers, Maltesers, Skittles and Starburst.

Mars Snacking ANZ Brand PR and Social Influence Lead Lauren Lecordier said the partnership would support the company’s focus on earned-first campaigns and creator marketing.

She said working with AiMCO would allow Mars Snacking to collaborate with other industry organisations on best-practice standards and share insights with brands and agencies.

Lecordier said the company wanted to help “elevate other brand and agency partners on the same journey”.

AiMCO points to sector growth