At CreatorFest 2025, Scott Guthrie, Director General of the Influencer Marketing Trade Body (IMTB), reflected on the growing influence of the creator economy and the organisation’s role in connecting industry professionals with government.
Discussing his session, Guthrie noted two major takeaways: “The size of the industry is growing and the importance to government. Those are my two big takeaways, and the willingness of the government to listen to creators and have their messages as part of the fabric of communications today.”
