What's Happening?
Simon Michaelides has been appointed as the new director general of the Incorporated Society of British Advertisers (ISBA). Known for his transformative approach, Michaelides aims to navigate the challenges posed by artificial intelligence and retail
media while diversifying ISBA's membership. His career spans roles at P&G, PepsiCo, and BBC Studios UK, bringing a wealth of experience to his new position. Michaelides succeeds Phil Smith, who led ISBA for eight years, and plans to focus on listening to members and defining priorities that best serve their interests.
Why It's Important?
Michaelides' appointment is crucial for ISBA as the advertising and marketing industry undergoes significant changes, particularly with the rise of AI and digital media. His leadership could drive innovation and adaptation within the industry, helping ISBA members navigate complex challenges. By diversifying membership and addressing AI's impact, ISBA can better represent modern marketers and influence industry standards. This transition may lead to new strategies and frameworks that enhance the effectiveness and inclusivity of advertising practices.
What's Next?
Michaelides plans to engage with ISBA members and industry stakeholders to understand their needs and concerns. This will inform the development of strategic priorities and initiatives that address key issues such as AI integration and membership diversification. ISBA may introduce new guidelines or frameworks to support advertisers in adapting to technological advancements and changing market dynamics. The organization's role as a neutral enabler could facilitate discussions on performance versus brand marketing, shaping the future of advertising.
