What EIMA does

EIMA (European Influencer Marketing Alliance) is a non-profit industry alliance founded in 2024 by three national influencer marketing trade bodies — IMTB (UK), UMICC (France), and BVIM (Germany) — and registered in Tallinn, Estonia. It serves as a collective trade body gathering leading influencer marketing agencies, agents, technology providers, and creators across Europe, with member organizations spanning nine or more countries including Germany, the UK, France, Italy, Belgium, Spain, Poland, Latvia, and the Czech Republic.

EIMA does not sell commercial products or services and has no proprietary technology platform; its core 'offerings' are advocacy, industry standards elevation, and community coordination. Its mission is to foster a sustainable, ethical, and profitable future for the European influencer marketing industry by promoting transparency in sponsored content, ethical creator-brand practices, and consumer protection, while providing a unified voice to regulators, legislators, media, and academics on creator-economy matters.

The organization's business model is non-commercial: participation is open to professional organizations within the European influencer marketing industry, and operating capacity appears to rest on the contributions and volunteer engagement of its 11+ founding and member trade bodies plus a small 1–10 person core team. Leadership is provided by a founding team drawn from across member organizations (Jeanette Okwu, Scott Guthrie, Quentin Bordage). No external investors, pricing model, or revenue-generating activity is disclosed.

Name

EIMA

Legal name

European Influencer Marketing Alliance

Website

https://eimalliance.org

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

EIMA is a non-profit European alliance of national influencer marketing trade bodies, founded in 2024 to coordinate industry standards, advocacy, and a unified voice to regulators on behalf of agencies, creators, agents, and tech providers across Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Distribution channels1 record

Marketing channels3 records

Core offering

EIMA is a non-profit pan-European trade alliance that coordinates local influencer marketing trade bodies across Europe to advocate for ethical, transparent, and sustainable practices in the creator economy. It provides a unified industry voice to EU regulators, legislators, media, and academics, facilitates sharing of local expertise among member organizations, and works to elevate industry standards around disclosure, engagement metrics, and consumer protection. The alliance does not sell commercial products, software, or services; its outputs are advocacy, standards coordination, and community governance for member trade bodies.

Product overview

EIMA (European Influencer Marketing Alliance) is a collective trade alliance—not a product company. It gathers local professional organizations across Europe to foster a sustainable, ethical, and profitable future for the European influencer marketing industry. The alliance provides a platform for sharing local expertise among member organizations and serves as a unified voice for creator economy matters to regulators, legislators, media, and other stakeholders. EIMA does not offer commercial software products; its 'offerings' are advocacy, industry standards, and community coordination among member trade bodies including BVIM, IMTB, UMICC, and others across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• European Influencer Marketing Alliance Membership Pan-European alliance membership for local influencer marketing trade bodies, agencies, agents, technology providers, and creator collectives, providing coordinated industry advocacy, ethical-standards elevation, and a unified voice to regulators, legislators, media, and academics.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and member.

• BEYONDinfluencecoreStrategic or Co-development Partner · 1 January 2024Jeanette Okwu, Founder & CEO at BEYONDinfluence, serves as Chairwoman of the board at EIMA and is part of the founding leadership. BEYONDinfluence is a key founding member organization of the European Influencer Marketing Alliance.
• IMTB (Influencer Marketing Trade Body)coreStrategic or Co-development Partner · 1 January 2024One of three founding organizations of EIMA. Scott Guthrie serves as Director General. IMTB is the UK-based influencer marketing trade body and a core founding member of the European alliance.
• UMICC (Union des Métiers de l'Influence et des Créateurs de Contenus)coreStrategic or Co-development Partner · 1 January 2024One of three founding organizations of EIMA. Quentin Bordage serves as Executive Committee Member. UMICC is the French influencer marketing trade body and a core founding member of the European alliance.
• BVIM (Bundesverband Influencer Marketing e.V.)coreStrategic or Co-development Partner · 1 January 2024One of three founding organizations of EIMA. Jeanette Okwu serves as Chairwoman of the board. BVIM is the German influencer marketing trade association and a core founding member of the European alliance.
• KolsquarecoreStrategic or Co-development Partner · 1 January 2024Quentin Bordage, Founder & CEO at Kolsquare, serves on the EIMA leadership as part of the founding team. Kolsquare is a technology platform in the influencer marketing space and a key founding member.
• Associazione Italiana InfluencermemberStrategic or Co-development PartnerItalian influencer marketing association and member organization of EIMA, representing the Italian market within the European alliance.
• Influencer Marketing AlliancememberStrategic or Co-development PartnerBelgian influencer marketing alliance and member organization of EIMA, representing the Belgian market within the European alliance.
• APIDememberStrategic or Co-development PartnerSpanish influencer marketing association and member organization of EIMA, representing the Spanish market within the European alliance.
• SPIMmemberStrategic or Co-development PartnerPolish influencer marketing association (Stowarzyszenie Polskich Influencerów i Twórców Internetowych) and member organization of EIMA.
• LIMAmemberStrategic or Co-development PartnerLatvian influencer marketing association and member organization of EIMA, representing the Latvian market within the European alliance.
• unioncreadores (UEC)memberStrategic or Co-development PartnerSpanish influencer creators association (Unión de Creadores de Contenido) and member organization of EIMA.
• ATOM (Asociace Influencerů a Tvůrců Obsahu)memberStrategic or Co-development PartnerCzech influencer association (Czech Association of Influencers and Content Creators) and member organization of EIMA.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• World Federation of Advertisers (WFA): Global trade body representing major advertiser brands. While broader than EIMA, WFA actively engages EU and global regulators on marketing and influencer-related issues, overlapping in policy advocacy and standards-setting.
• IAB Europe: Pan-European industry association for digital advertising and marketing. It operates at much broader scale than EIMA but overlaps in advocating for digital ad standards and engaging EU regulators, making it both a benchmark and a competitor for EIMA's policy influence.
• Federation of European Data and Marketing (FEDMA): European trade association for data-driven marketing. It has an overlapping stakeholder base (agencies, platforms, brands) and a similar EU-level advocacy remit, including on issues like consumer protection and disclosure that intersect with EIMA's mission.

Direct peers

• European Advertising Standards Alliance (EASA): European alliance of national advertising self-regulatory organisations (SROs). EASA is the most direct structural analogue to EIMA — a federated European body of national ad-industry associations focused on ethical standards and self-regulation — and the closest model for how EIMA intends to operate.
• BVIM (Bundesverband Influencer Marketing e.V.): German influencer marketing trade association and a founding member of EIMA. It is the direct national-level peer for the German market, focused on standards, transparency, and advocacy for influencer marketing.
• UMICC (Union des Métiers de l'Influence et des Créateurs de Contenus): French influencer and content-creator trade body and a founding member of EIMA. It pursues the same mission (ethical standards, industry representation) at national level in France, making it a direct functional analogue.
• IMTB (Influencer Marketing Trade Body): UK-based influencer marketing trade body and a founding member of EIMA. It is the most direct national-level analogue to EIMA, providing advocacy, standards, and representation for the UK influencer marketing industry — the same mandate EIMA pursues at the European level.

Regional players

• ISBA (Incorporated Society of British Advertisers): UK trade body representing brand advertisers. While focused on advertisers rather than influencers, it is a comparable national-level industry association that engages regulators on advertising standards, and it shares umbrella goals with EIMA around transparency and responsible marketing.
• Digital Content Association (UK): UK-focused association for digital content creators and platforms. It is a regional peer in the creator-economy advocacy space, with overlapping concerns around disclosure, brand-creator relationships, and creator protections.

Emerging players

• Influencer Marketing Hub: Independent industry resource and publication covering the global influencer marketing ecosystem. While it is a media/research entity rather than a trade body, it competes for thought leadership and standard-setting authority in the same space EIMA is targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/eima-european-influencer-marketing-alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EIMA