The future of Isba and Origin — with Simon Michaelides and Phil Smith

Last December, Phil Smith, the director-general of Isba (the trade body for advertisers), announced he would be stepping down after eight years.

Succeeding him is Simon Michaelides, who most recently worked as the interim chief customer officer of Great British Racing.

Both Isba's outgoing and incoming leaders joined host Jack Benjamin on the podcast to discuss Smith's legacy and Michaelides initialy priorities for Isba and its members.

During Smith’s time at Isba, he was one of the key architects of Origin, the cross-media measurement service that he will now continue working on as its chairman. The trio spoke about Origin's next stage plans now that it officially launched this year.

They also discussed a wide range of topics relevant to Isba's members, including the issue of principal media and whether it has reduced agency-client trust, the shifting TV market, and challenges facing CMOs.

Highlights:

5:17: Smith's legacy at Isba

8:26: Making sense of the changing TV market

12:55: The roadmap for Origin and early feedback from advertisers and media owners

26:13: Michaelides' "relevance" agenda

31:06: The agency-client relationship: consolidation, AI, principal media and trust

42:00: Challenges for CMOs: rapid turnover, balancing the short and long term

52:31: Should we have an Isba for SMEs?

Related articles:

Isba appoints Simon Michaelides director general

Origin’s cross-media measurement solution has landed: A view from the bridge

Isba’s Phil Smith: Advertisers should take a bigger stake in Origin

Three ways to access £15bn in adspend

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