Fabulate continues its partnership with the AiMCO Awards as the industry comes of age

There are moments in an industry’s evolution where progress becomes unmistakable. Not through hype or headlines, but through the way the ecosystem around it begins to organise, invest and collaborate with greater intent. For influencer marketing in Australia, the AiMCO Awards have become one of those moments. For the second year in a row, Fabulate is proud to continue its role as a major partner, supporting an industry that is increasingly defined by maturity rather than momentum alone.

The Australian Influencer Marketing Council has confirmed a record 255 entries for the 2025 AiMCO Awards, with more than 110 creators, brands and industry professionals making the shortlist. The scale of participation reflects a category that has moved well beyond experimentation and into a phase shaped by structure, standards and long-term thinking.

This year’s awards introduce new categories that better reflect how creator marketing operates in practice. Long-term ambassador partnerships, creator-led brands and businesses, standalone influencer campaigns, internal marketing teams and the often unseen contributors behind the work are all being recognised. Together, they paint a picture of an industry that is no longer driven by novelty, but by sustained impact and commercial credibility.

Patrick Whitnall, Managing Director of AiMCO, said the depth and quality of submissions this year demonstrated just how far the category has progressed.

“To have more than 110 creators, brands, agencies and industry talent represented on this year’s shortlist speaks to the calibre and growth of our industry over the past 12 months,” Whitnall said. “Our judging panel reviewed more than 250 submissions, each showcasing an incredible breadth of creativity, character and originality. The quality of work made the process challenging, and we look forward to formally recognising the best of the best in February.”

For Fabulate, continuing its partnership with AiMCO reflects a long-term commitment to building the infrastructure a fast-growing category now requires. As part of this partnership, Fabulate was provided to all AiMCO Awards judges, giving them a consistent data framework to support the assessment of shortlisted work. Fabulate sits at the intersection of creativity and systems, helping brands and agencies make better decisions, move faster and operate with confidence as creator marketing scales.

Nathan Powell, Co-Founder and Chief Product and Strategy Officer at Fabulate, sees the awards and the broader AiMCO ecosystem as critical to the industry’s next phase.

“This event fills a gap that has not been properly serviced by the industry,” Powell said. “It brings creators, platforms and brands together in a meaningful way to share learnings and establish best practice, rather than operating in silos.”

That need has only intensified as the category continues to accelerate. Creator marketing is now a $1.2 billion industry in Australia, growing four times faster than the rest of the digital advertising market. With that growth comes increased scrutiny, higher expectations and a greater need for shared frameworks that support responsible scale.

“The industry has outgrown informal conversations and surface-level metrics,” Powell said. “If creator marketing is going to continue to grow in a sustainable way, we need better data, clearer standards and open dialogue across the ecosystem. AiMCO plays a critical role in creating that environment.”

The winners of the 2025 AiMCO Awards will be announced in February 2026, alongside the inaugural AiMCO Summit. The Summit has been designed as a forum for learning rather than simply celebration, bringing together creators, brands, agencies and platforms to explore how creator marketing is shaping culture and commerce at scale. The program includes insights from organisations such as Tourism Australia and MECCA, alongside creator entrepreneurs like Anthony Randello-Jahn, known as The Donut Daddy, who has built a successful business through audience-first content..

The day will also feature creator-led sessions, workshops and panel discussions focused on practical learnings and shared challenges. For Fabulate, this kind of cross-industry dialogue is essential as the category continues to mature.

Supporting AiMCO for a second consecutive year reflects Fabulate’s belief that the future of creator marketing will be shaped by collaboration between technology, creativity and shared standards. As the industry continues to grow in influence and investment, Fabulate remains committed to backing the platforms and conversations that help it evolve with intention, rigour and confidence.

Attend the AiMCO Awards and Summit

Tickets for the February 2026 event can be purchased via the AiMCO website.

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