Marketing effectiveness has been a strategic priority for ISBA over the past five years, driven by the need to help advertisers better understand, measure, and improve the impact of their investments.
In an increasingly complex media landscape, ISBA has championed initiatives that empower members to make evidence-based decisions, foster long-term brand growth, and drive accountability across the ecosystem.
Whether you're just beginning your effectiveness journey or are a seasoned practitioner refining your approach, the resources linked below offer valuable insights, frameworks, and practical guidance tailored to every stage of development.
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Dan Larden
Dan Larden
As Head of Media, Dan supports ISBA members across a range of ongoing initiatives that are transforming the role of advertisers in shaping the evolving addressable media ecosystem. He will work directly with members to build out fresh strategies providing UK advertisers with leading and advanced resources to help them navigate emerging trends and structures.
Dan has over 14 years’ experience in advertising and was most recently Chief Strategy Officer at TPA Digital, a specialist consultancy giving impartial advice to brands on data driven digital advertising. Before switching to consultancy, he was a Managing Partner at Infectious Media (now Kepler), which pioneered the use of programmatic advertising in the UK.
At ISBA, Dan leads industry initiatives around Media Insight & Effectiveness, Programmatic & Performance and Data & Ethics for the UK’s leading advertisers who make up ISBA’s membership.
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