IAB outlines new strategic framework

IAB outlines new strategic framework
SHARE
THIS



IAB will no longer be a “closed shop” as it today announced its new strategic framework for the future.

The new plan today outlined by CEO Alice Manners will see a number of initiatives executed, such as an advisory board and a broadening of the membership base, in order for the organisation to broaden its support to the entire digital industry.

Other initiatives include new councils, increased collaboration with other trade associations and a new industry certification program that will be globally recognised.

One of the first initiatives to be launched will be the Agency Advisory Board, headed by David Bass, chief investment and intelligence officer at GroupM, and will be comprised of senior executives from creative, digital and media agencies.

A national accreditation will also be introduced which will see people being recognised for their work, achievements and knowledge.

After chats with key organisations and stakeholders, the consistent notion was that the IAB need to “mature”, with Manners agreeing and likening the organisation to that of a teenager growing into an adult.

“We’re moving from digital being a part of other media, to digital being at the core of advertising and marketing for the next five years or so,” Mark Britt, chairman of the IAB Australia Board, added.

“If you take step back and look at the IAB’s original purpose, it was around share of digital ad revenue and that made sense, because for those of us who’ve been doing it for a long time, we made it bloody complicated.

“So it was about simplifying it, making it easier for marketers, agencies and the publishers to grow that share.”

More to come.

Please login with linkedin to comment

Latest News

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’
  • Advertising
  • Campaigns
  • Media

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’

Welcome to the 2018’s triumphant return of B&T’s ongoing industry video series (partnered with video content superstars Redbikini) and all called the Ads I Wish I’d Made. And what better way to kick of the New Year than probing Naked Communication’s executive creative director Jon Burden on the ads and the media that inspired him and make him […]

by B&T Magazine

B&T Magazine
Snapchat Teams Up With 20th Century Fox To Run First Ever Promoted Story In Australia
  • Advertising
  • Campaigns

Snapchat Teams Up With 20th Century Fox To Run First Ever Promoted Story In Australia

Twentieth Century Fox is running the first ever Promoted Story on Snapchat in Australia, for the movie release of Maze Runner. Promoted Stories is the new ad unit that Snapchat launched in the US in November. It is significant, as it is the social media company’s first ‘news feed’-like ad unit. A Promoted Story consists […]

“Most Interesting Man In The World” Is Back Flogging Tequila
  • Campaigns

“Most Interesting Man In The World” Is Back Flogging Tequila

The man behind arguably the greatest ad campaign ever – Dos Equis Beer’s Jonathan “Most Interesting Man In the World” Goldsmith – may have retired from the role in 2016, however, it’s pretty clear he’s not retired the character. Following his Dos Equis axing, the 79-year-old American actor was announced as the new brand ambassador for Astral […]

by B&T Magazine

B&T Magazine
Macro Meats Urges Aussies To ‘Eat Roo Too’ With Digital Campaign & Rebrand Via Tiny Hunter
  • Advertising
  • Campaigns
  • Marketing

Macro Meats Urges Aussies To ‘Eat Roo Too’ With Digital Campaign & Rebrand Via Tiny Hunter

South Australia-based Macro Meats has rebranded its kangaroo meat from Gourmet Game to K-ROO in a bid to encourage people to incorporate the uniquely Aussie meat into their diets. The rebrand, by Sydney agency Tiny Hunter, has already resulted in a 20 per cent increase in sales. It includes messaging and a new visual look […]

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine