IAB outlines new strategic framework

IAB outlines new strategic framework

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.”

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