{"id":506389,"date":"2026-02-27T00:06:16","date_gmt":"2026-02-27T00:06:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/506389\/"},"modified":"2026-02-27T00:06:16","modified_gmt":"2026-02-27T00:06:16","slug":"uber-australia-and-hello-dominate-2025-aimco-awards","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/506389\/","title":{"rendered":"Uber Australia and HELLO dominate 2025 AiMCO Awards"},"content":{"rendered":"

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More than 800 creators, brands and agencies gathered at NIDA in Sydney overnight as the Australian Influencer Marketing Council (AiMCO)<\/a> crowned the winners of its 2025 AiMCO Awards, following the inaugural AiMCO Summit.<\/p>\n

The annual event, now a key fixture on the influencer marketing calendar, recognised campaigns, teams, agencies and creators delivering measurable impact and cultural relevance across Australia\u2019s rapidly evolving creator economy.<\/p>\n

HELLO and Paramount Pictures were awarded Most Influential Campaign for \u201cMission: Impossible Night Run\u201d, while Uber Australia was named Marketing Team of the Year.<\/p>\n

Melbourne-based creator Adelle Petropoulos took home the inaugural People\u2019s Choice award.<\/p>\n

A record turnout for the creator era<\/p>\n

The awards followed a full day of programming at the first-ever AiMCO Summit<\/a>, themed The Creator Era \u2013 Exploring Creators, Culture and Commerce.<\/p>\n

Speakers included representatives from MECCA, Tourism Australia, Influence @ WPP Media, Are Media, HELLO, Fabulate, Original Audio, Spawnpoint Media and Sticki.<\/p>\n

Creators<\/a> including Anthony Rabdello-Jahn of Donut Daddy, Alright Hey, Taz & Alessia, Ryan Jon, Toni Lodge of the Toni and Ryan Podcast, Sam Fricker and Steph De Sousa also took to the stage.<\/p>\n

\"\"<\/p>\n

Dan and Ibby\u00a0 \u00a0 Image: AiMCO<\/p>\n

Hosted by Daniel \u2018Olan\u2019 Olaniran (@olantekkers) and Ibrahim \u2018Ibby\u2019 Akbar (@ibby_a)<\/a>, the awards celebrated what AiMCO described as the best of the best across influencer marketing.<\/p>\n

Petropoulos wins People\u2019s Choice<\/p>\n

Fan favourite Petropoulos (@adellepetropoulos) was named the inaugural AiMCO People\u2019s Choice Creator, an award designed to allow fans and collaborators to recognise their favourite talent.<\/p>\n

\"\"<\/p>\n

Adelle Petropoulos\u00a0 \u00a0 Image: AiMCO<\/p>\n

Petropoulos, a Melbourne-based beauty, lifestyle and cooking creator, has built a following of more than 70,000 across TikTok, Instagram and YouTube.<\/p>\n

Drawing on her background in makeup artistry, she is known for practical tutorials, lifestyle tips and approachable cooking content.<\/p>\n

HELLO and Paramount Pictures recognised for cultural cut-through<\/p>\n

Paramount Pictures\u2019 \u2018Mission: Impossible Night Run\u2019, created by HELLO, was awarded Most Influential Campaign.<\/p>\n<\/p>\n

The campaign was recognised for re-energising an established franchise through a culturally sharp understanding of Gen Z behaviour.<\/p>\n

By placing influencers at the centre of a run-club-led live experience, the campaign shifted from traditional promotion to active participation, generating cultural momentum alongside commercial impact.<\/p>\n

HELLO was also recognised across multiple categories, including Integrated Campaign and ROI-focused awards for its work with U by Kotex and Wingstop.<\/p>\n

Uber Australia named marketing team of the year<\/p>\n

Uber Australia took home Marketing Team of the Year, sponsored by Fabulate, following what judges described as consistently strong, creatively led work delivering measurable brand uplift.<\/p>\n

The brand\u2019s sustained investment in creators and influencers, combined with a collaborative agency partnership model, was highlighted as reflective of a modern, performance-driven approach to brand building.<\/p>\n

Industry and creator winners<\/p>\n

Danielle Kinda Wavemaker & Influence @ WPP Media was named AiMCO Trailblazer of the Year, while Esme Louise James (@esme.louisee) received the Influence for Good award, and Rhylee Passfield (@rhyleep95) was honoured as Rising Star.<\/p>\n

\"\"<\/p>\n

Steph de Sousa\u00a0 \u00a0 Image: AiMCO<\/p>\n

Among creator category winners were Steph de Sousa (Best Food & Beverage Creator), Clayton\u2019s World (Best Comedy & Entertainment Creator), Eystreem (Best Gaming Creator), Tash Invests (Best Business & Finance Creator) and Toni and Ryan for Best Creator-led Podcast.<\/p>\n

Agency honours included OMG Content | Creo as Best Large Agency or Business and Ernest Agency as Best Boutique Agency or Business, while Click Media was named Best Talent Management Agency.<\/p>\n

Industry momentum continues<\/p>\n

More than 100 creators, brands and agency teams were shortlisted this year, with AiMCO reporting a record number of entries.<\/p>\n

\"AiMCO<\/p>\n

Patrick Whitnall<\/p>\n

AiMCO Managing Director Patrick Whitnall said the awards reflected the sector\u2019s continued growth and maturity.<\/p>\n

\u201cAustralia\u2019s influencer marketing industry is brimming with talent, and it\u2019s a privilege to recognise the outstanding creators, brands, and agencies honoured at this year\u2019s AiMCO Awards.<\/p>\n

\u201cInfluencer marketing has become central to marketing strategy, with brands increasing investment as they see its ability to build relevance, trust, and deliver measurable results. The campaigns and creators celebrated tonight are leading the way in innovation, creativity, and audience engagement. It\u2019s a great opportunity to reflect on and celebrate the exceptional work shaping the industry.\u201d<\/p>\n

Brand Partners<\/p>\n

Premier event partners for 2025 were Are Media and Influence @ WPP Media, with major sponsors Fabulate, HELLO and YouTube. Contributing partners included Amazon, Changer, Commercial Radio & Audio, RISER\/Theory Crew, Vamp and TikTok, with audio partner Original Audio. The event was also supported by El Jannah and JCDecaux.<\/p>\n

The full list of winners:<\/p>\n

Overall<\/p>\n

AiMCO People\u2019s Choice Creator: Adelle Petropoulos, One Day Dream<\/p>\n

AiMCO\u2019s Most Influential Campaign: Paramount Pictures: Mission: Impossible Night Run, HELLO for Paramount Pictures<\/p>\n

Brand<\/p>\n

Best Food & Beverage Campaign: Wingstop, Australia\u2019s biggest new brand launch of 2025, HELLO for Wingstop<\/p>\n

Best Beauty, Fashion & Style Campaign (sponsored by Wavemaker): Rimmel reimagines its Australian music strategy for COTY<\/p>\n

Best Home, Lifestyle & Travel Campaign: Take a Bref, Wavemaker for Bref<\/p>\n

Best Family, Parenting & Pets Campaign: Huggies SkinProtect Launch & Bum Masks, HELLO for Huggies<\/p>\n

Best Health, Fitness, Sport & Wellness Campaign: Zyrtec Story Time, Publicis Collective for Zyrtec<\/p>\n

Best Entertainment, Gaming & Comedy Campaign: Paramount Pictures: Mission: Impossible Night Run, HELLO for Paramount Pictures<\/p>\n

Best Tech, Business, Finance & Insurance Campaign: Fujifilm Australia: The Moment Club, We Are Different for Fujifilm Australia<\/p>\n

Best Integrated Campaign (winner): Wingstop, Australia\u2019s biggest new brand launch of 2025, HELLO for Wingstop<\/p>\n

Best Integrated Campaign (highly commended): Kleenex, The Life Changing Loo Roll, We Are Different for Kleenex<\/p>\n

Best Gifting or Seeding Campaign: Huggies, SkinProtect Launch & Bum Masks, HELLO for Huggies<\/p>\n

Influence For Good Campaign: Australia is for Everyone, Tourism Australia<\/p>\n

Industry<\/p>\n

AiMCO Trailblazer of the Year: Daniella Kinda, Wavemaker & Influence @ WPP Media<\/p>\n

Marketing Team of the Year (sponsored by Fabulate): Uber Australia<\/p>\n

Unsung Hero Award (winner): Tegan Boorman, Social Law Co<\/p>\n

Unsung Hero Award (highly commended): Jess Hope, Create Racket<\/p>\n

Best Large Agency or Business (sponsored by YouTube): OMG Content | Creo<\/p>\n

Best Boutique Agency or Business: Ernest Agency<\/p>\n

Best Standalone Influencer Campaign (under $50,000): Coachella, WPP Beauty Tech Labs for L\u2019Oreal<\/p>\n

Best Use of Data (sponsored by Are Media): Neutrogena Hydro Nation, Publicis Collective for Neutrogena<\/p>\n

Most Effective Campaign for ROI: U by Kotex, Ultrathins Conversation Cards, HELLO with We are Different for U by Kotex<\/p>\n

Most Effective Collaboration\/Partnership (sponsored by Are Media): U by Kotex, Ultrathins Conversation Cards, HELLO with We are Different for U by Kotex<\/p>\n

Best Influencer Marketing Technology or Service (sponsored by YouTube): OMG Content | Creo<\/p>\n

Best Talent Management Agency (winner) (sponsored by HELLO): Click Media<\/p>\n

Best Talent Management Agency (highly commended) (sponsored by HELLO): Day Management<\/p>\n

Overall<\/p>\n

Best Food & Beverage Creator (winner): Steph de Sousa<\/p>\n

Best Food & Beverage Creator (highly commended): Chloe Wheatland, Made by Muse Agency<\/p>\n

Best Beauty, Fashion & Style Creator (sponsored by Wavemaker): Rachel De Oliveira, Day Management<\/p>\n

Best Comedy & Entertainment Creator: Clayton\u2019s World, JRM Group<\/p>\n

Best Gaming Creator (winner): Eystreem, Spawnpoint Media<\/p>\n

Best Gaming Creator (highly commended): Aussie Antics, Click Media<\/p>\n

Best Home, Lifestyle & Travel Creator: Haz and Loz, Made by Muse Agency<\/p>\n

Best Family, Parenting & Pets Creator: Ben McIntosh, Day Management<\/p>\n

Best Health, Fitness & Sport Creator: Elloise Fit, Huume Management<\/p>\n

Best Business & Finance Creator: Tash Invests, Huume Management<\/p>\n

Best Creator-led Podcast (sponsored by Commercial Radio & Audio): Toni and Ryan<\/p>\n

Rising Star (sponsored by EssenceMediacom): Rhylee Passfield, JRM Group<\/p>\n

Influence for Good (sponsored by Mindshare): Esme Louise James<\/p>\n

Best Long-Term Ambassador\/Partnership (2+ years): Steph de Sousa and Aldi Australia<\/p>\n

Best Creator-Led Business (sponsored by Changer): Spawnpoint Media.<\/p>\n

Top Image: HELLO team <\/p>\n

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report \u2013 delivered for free every morning to your inbox.<\/a><\/p>\n

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