What's Happening?
Simon Michaelides has officially taken up the role of Director General at ISBA, succeeding Phil Smith. Known for his transformative approach, Michaelides aims to navigate the dynamic changes in the advertising
and marketing industry. His priorities include addressing the impact of artificial intelligence and diversifying ISBA's membership to better reflect modern marketing practices. Michaelides plans to listen to members and industry stakeholders to define clear priorities that serve their interests. He acknowledges the perception that ISBA is primarily focused on above-the-line brand advertising and aims to make the organization more inclusive to digital-first and ecommerce businesses.
Why It's Important?
The appointment of Simon Michaelides as Director General of ISBA is significant for the advertising and marketing industry, which is undergoing rapid transformation. His focus on AI and membership diversification could lead to a more inclusive and adaptive industry body, potentially influencing how marketing departments are structured and how agencies are contracted. By addressing the perception barriers, ISBA could expand its influence and relevance, attracting a broader range of businesses. This shift could enhance the industry's ability to navigate challenges and opportunities presented by technological advancements and changing consumer behaviors.
What's Next?
Michaelides plans to establish a clear set of priorities backed by a strong mandate from ISBA members. He aims to achieve a high membership renewal rate and grow the organization's membership by attracting new businesses. His approach involves re-examining ISBA's language, positioning, and outreach to ensure relevance to newer forms of advertising and marketing. The focus on AI and retail media will continue, with ISBA playing a role as a neutral enabler in industry debates. Success will be measured by earning the trust and respect of the team and members, and by setting a long-term roadmap for delivering against defined priorities.
Beyond the Headlines
Michaelides' leadership could lead to long-term shifts in how marketing is perceived within broader business conversations. By engaging directly with senior leadership, ISBA can elevate marketing's role and influence strategic decisions. The organization's work on initiatives like the Ad Accessibility Network and the Responsible Retail Media Framework highlights its commitment to inclusivity and responsible practices. As ISBA evolves, it may become a key player in shaping industry standards and fostering collaboration among diverse stakeholders.
