With the increasing pace of technology, we all have to work hard to stay relevant – for our clients, our audiences, and our careers - and so we need to keep progressing and looking forward. “Adapt or die” has never felt more relevant than today.
To keep up, the advertising industry needs to evolve too. We need to turn our attention to emerging issues such as brand safety, accountability, diversity, online measurement, or the challenges posed by a new regulatory environment.
Thankfully, this isn’t a lone task for each advertiser to tackle on their own. As ISBA ensures that advertisers can have one collective voice. ISBA speaks, lobbies, and successfully influences on behalf of more than 3,000 brands, advocating a trusted advertising environment. One which is transparent, accountable and effectively regulated.
It means that all its members are part of a powerful network of marketers, which helps us all make better decisions both now and for the future. It keeps us informed, and it saves our businesses money.
It helps us move together as one. And the advertising industry is stronger, more effective, more informed and more efficient as a consequence.
Paul Davies is consumer marketing director at Microsoft and chair of the executive committee at ISBA