Bringing media and creative together has emerged as a defining priority for ISBA members in 2025. Siloed processes across these disciplines are increasingly seen as a barrier to marketing effectiveness and agility. As highlighted in the 2025 Media Steering Group Priorities, members are pushing for a more integrated, omnichannel approach that breaks down decision-making silos supported by the right tech infrastructure and AI-enhanced workflows.
This theme reflects a broader industry shift toward integrated thinking, where creative and media are no longer separate lanes but collaborative engines of growth.
This ISBA event hosted by our partners Kepler was special as it convened thought leaders and practitioners from the creative and media side amongst our members to listen to thought provoking ideas from experts and to discuss within a workshop format the exact barriers and opportunities that exist to realise the north star of a more integrated approach.
Below you will find a document with more detail about the event and why these topics will be what ISBA will look to address moving forward within this subject:
- Creative v Media Tension
- Data overload & activation
- Ai adoption and safety
- Organisational Challenges
- Creative enablement & culture
- Performance v Brand Marketing
- Control & Governance
- Boardroom education and Innovation Budget
To find out more please contact ISBA's Head of Media - Dan Larden