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As we all are rapidly learning to adapt our ways of working in these unprecedented times, I wanted to make you aware of how ISBA is stepping up to help you and your business.
At our Executive Committee meeting this week, we heard from members from all sectors, from travel to financial services, about their response to the coronavirus crisis. All are witnessing dramatic changes in consumer behaviour, whether that’s panic buying or the enforced cessation of travel. There were some strong themes: the need for much greater flexibility in media planning and buying at a time when businesses cannot commit into the mid-term and the need for brand tone of voice to be genuine and helpful, along with the opportunities for those who can drive brand-building at a time of improved media value.
ISBA exists to serve its members, so we are looking hard at how advocacy, best practice advice and knowledge sharing can add most value to our members’ immediate marketing challenges. We have already identified a number of areas where we can support members, for example in taking forward the case for greater flexibility in media buying and are working with partners, trade bodies and media owners to develop additional initiatives. We’ve also been encouraged by the feedback that our core priorities, like cross-media measurement, digital supply chain transparency and public policy advocacy remain critical for the long-term health of our industry.
We’re rapidly adding new material to our knowledge base and if you have any questions where you think ISBA can assist, do let us know.