Episode 2: Influencing Outcomes
Episode 2 unpacks the evolution of creator marketing with AIMCO’s Patrick Whitnall, examining how governance, regulation and industry maturity are reshaping the way brands, creators and agencies work together.
In our second episode of Influencing Outcomes, Nathan Powell and Ben Gunn sit down with Patrick Whitnall, Managing Director of the Australian Influencer Marketing Council (AIMCO). With more than 25 years’ experience across agencies, brands and now the industry peak body, Patrick brings a rare, 360 view of creator marketing. Together, they talk about what “growing up” as an industry really looks like, from governance, payments and tax to mental health, IP protection, and why creators are fast becoming media publishers in their own right.
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In this week’s TL;DR, Nathan and Ben unpack three of the biggest stories shaping the creator landscape right now: Australia’s upcoming social media ban for under sixteens and what “reasonable steps” might actually look like for platforms; the Empire Family’s decision to move overseas so their 14 year old creator can keep building her channels; and new Bloomberg data showing that while marketing roles are down overall, creator focused jobs are one of the strongest growth areas.
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This episode is packed with practical insight for brand marketers, creators, agencies and talent managers who want to navigate regulation, prove the value of creator marketing and still protect what makes this space work so well: trust, creativity and community.
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