On this very stage last year, I set out ISBA's agenda for 2018, when we committed to:
- Constructively challenge major media tech businesses to ensure they provide a suitable environment for brand advertising
- Establish independent measurement of commercial audiences for digital and agreed standards of viewability that meet the needs of brand advertisers
- Lead closer alignment of commercial interests between agencies and client through contract frameworks, remuneration and incentives
- And provide the best advice and guidance for advertisers on GDPR and ePrivacy
I am pleased to report and I trust that we all can agree that we have made progress with all of these, but we still have work to do in the year ahead.
At that time, I talked about how the UK market and advertising landscape were going through unprecedented change, unbelievably the pace of change has increased even further and as marketers, we find ourselves in ever more volatile times.
What this means for all of us as marketeers is an even need to take ownership and shape the agenda for the industry rather than letting the industry shape the agenda for marketeers.
We face significant challenges:
- Consumer attitudes towards advertising are Consumer trust in advertising is at its lowest level in many years.
- The economy has been shaken by a lack of clarity in the UK’s future place in the world
- The advertising regulatory system is under pressure. There are increasing calls for statutory regulation in certain areas, and some may say rightly so given the slow pace of the necessary and promised action. The system is set for massive change.
- The opportunities that the changing media landscape and in particular, digital media has brought to our industry come with increasing issues around fraud, privacy and content control.
But this is not the only item on our agenda. Earlier this year we brought together under Phil’s leadership, the executive and council clarity committees to review and interrogate our purpose and priorities, what should we as ISBA should be focussing on.
There has not been a period in such a long time when ISBA has been more relevant and necessary. As I have said and truly believe marketeers need to come together to shape our industry.
So where did we land?
Our Purpose
ISBA is the only body representing the UK’s leading advertisers. Speaking with ONE VOICE, on behalf of 3,000 brands, we advocate a trusted advertising environment, transparent, accountable and effectively regulated. Working with our network of senior marketeers we help our members make better decisions both now and in the future. A lot to live up to if we are to deliver. How will we deliver?
Accountability & Responsibility
Through both public and private advocacy, we will:
Drive faster progress within a defined timeframe for accountable, cross-platform, cross-channel audience measurement of commercial video.
- Hold technology companies to account for improved standards of brand safety and ad
- Shape future self-regulation of advertising to be fit for purpose
- Play a leading role in delivering industry accountability for digital
We welcome Google and YouTube’s announcement of last week, however, there is much to be done and we all know it. Let’s truly make the difference we publicly claim we want to make. We need to work collaboratively, with government, platforms, agencies and media owners to be confident we create breakthrough communications we develop that help our brands flourish in a context and environment that reflects our customers best interests.
Agency Alignment
To ensure transparency and competitiveness we will:
- Drive wider industry adoption of ISBA’s contract frameworks
- Ensure contract advice remains current and addresses marketers’ needs
- Define and drive take-up of best practices in media agency/client
We want to work with our agencies to shape the new Agency Client Model fit for 2020 and the needs of brands, customers, society and the industry.
Data Compliance and Equivalency
Through our advocacy and capability building we will:
- Ensure that implications of data protection authorities’ GDPR enforcement actions are understood by advertisers
- Continue to exert influence on the finalised drafting of European ePrivacy
- Ensure that government and advertisers are fully cognisant and prepared for the impact of Brexit on the sector
In order to bring about the change that is necessary as marketers through ISBA, we do come together and speak with one voice.
ISBA representing our brands and organisations will:
- More visible
- More single-minded
- More dynamic
- And most importantly, focus on the big issues that will bring about the biggest change and not be distracted
As I’ve said, we will continue to work closely with the wider industry. Our relationships with the Government, media owners, agencies and the other industry bodies, the IPA and AA, are critical to our success.
Marketeers and the wider industry players have to be the architects of the kind of environment in which we can execute what we need to reach the customers and consumers whose trust we are losing.
We must identify the right way to navigate an uncertain future and do this with confidence and leadership.
We will play our part in shaping regulation, not let it happen to us.
We will hold to account those who seek to defraud the system or abuse the positions of power they find themselves in.
We will use our voice to help shape the advertising and communication ecosystem which will support the development and growth of our brands, ensuring we gain the trust customers and consumers by giving them brands that they love, showing up is in a context and environment that compliments the quality, positioning and communications that has lovingly been created by our collective teams.