The Australian Influencer Marketing Council (AiMCO) has welcomed Mushroom Group's newly launched talent management and partnerships agency, Mushroom Connect, as its newest member.

Mushroom Connect offers specialist talent management services, influencer marketing, and artist representation. The agency manages a roster of influencers including Luke and Sassy Scott, Dom Litrch aka Big Twisty, 100 Percent That Tim, and Bites with Lily.

"Our partnership with AiMCO is a critical part in demonstrating Mushroom Connect’s commitment to best practice influencer marketing from the outset. We share AiMCO’s vision of recognising that talent-led digital content has changed the way brands interact with audiences, and the need to continue developing and celebrating these partnerships. We look forward to working closely with AiMCO to drive and facilitate the talent-brand relationship to help it reach new heights," said Director of Mushroom Connect. Kirsty Kassabis.

AiMCO's member base now includes more than 100 partners from various sectors, all committed to best practice influencer marketing. The addition of Mushroom Connect follows the recent inclusion of Subway Australia to AiMCO's member base.

"We are absolutely delighted to have Mushroom Connect join the AiMCO family. The Mushroom Group has been a critical part of Australia’s creative scene since 1972 and become renowned for growing local artists. The launch of Mushroom Connect demonstrates the group’s unrelenting commitment to nurturing creatives and formalising the important brand-talent dynamic. To have the new company as part of AiMCO demonstrates the strength of our organisation in leading the way for influencer marketing in Australia and the increased desire for brands to ensure their agreements reflect industry best practice," said Managing Director of AiMCO, Patrick Whitnall.