Integrated Melbourne agency Icon has renewed its partnership with the Australian Marketing Institute (AMI).

Now in its second year, the collaboration will see Icon drive trade PR to help lift AMI's profile and support their certification program. 

In turn, the AMI will support Icon via live events to their members as well as access to AMI's extensive online training courses to help up-skill Icon's growing team.

Icon’s Marketing Manager, Kathleen Gunther, said the extended commitment reflected the successful relationship the brands have previously established.

"We’re excited to work closely with AMI again this year, bringing Icon's thought leadership and insights to AMI’s members. This year, we’re especially excited to conduct live events - it’ll be fantastic to connect with AMI's community and talk face to face," she said.

AMI CEO, CFO and Company Secretary Narendra Prasad echoed the sentiment, highlighting the great benefit for both companies.

"AMI is thrilled to partner with an agency of Icon PR’s calibre to bring out some of the salient features of the Institute and its offerings for the marketing professionals in Australia. We have highly valued this partnership over the years and remain committed to seeing a combined definitive outcome for both organisations and its members."

The ongoing partnership is built on the shared values of Icon and AMI, said Kathleen Gunther.

“AMI is a great fit for us - our joint focus on professional development and collaboration has created a strong bond, which we know will deliver mutual benefit to our people.”

AMI’s online training will support Icon’s growing staff, which has expanded during a successful year which began with the opening of a new Sydney office and has seen Icon nominated for seven Agency of the Year awards.