Simon Michaelides aims to modernise and diversify ISBA amidst industry transformation
Simon Michaelides has officially assumed the role of director general at the Incorporated Society of British Advertisers (ISBA), stepping into a position of considerable influence during one of the most transformative periods in the advertising and marketing industry’s history. Known within the sector as a "change agent," Michaelides brings a wealth of experience across multiple industries and a proven track record of leading organisational transformations, which he aims to leverage in steering ISBA through the dynamic challenges marketers face today.
Having succeeded Phil Smith, who led ISBA for eight years, Michaelides embraces the opportunity to be at the heart of an industry in flux, noting that the current era might be the most dynamic it has ever experienced. He describes his career path as “squiggly,” characterised by a wide range of roles, from pioneering shopper marketing at P&G to managing significant corporate turnarounds and leading marketing innovation at organisations such as BBC Studios UK and Great British Racing. His experience as acting CEO at a member-funded not-for-profit, Great British Racing, offers parallels to the ISBA role, providing him with insight into the unique demands of such organisations.
Michaelides emphasises that his first priority is to listen, to ISBA members, staff, and the wider industry, before setting out a clear strategic direction. This bodes well with the advice of his predecessor who underscored the importance of understanding what keeps marketers up at night, particularly as they are tasked with delivering more amid tightening budgets. He recognises the profound impact artificial intelligence (AI) is poised to have on marketing, from reshaping organisational structures and skills to redefining agency relationships and remuneration models. This perspective aligns with broader industry observations, where AI is increasingly leveraged in retail media for real-time campaign optimisation and customer insights, exemplifying practical applications that may inform ISBA’s approach under Michaelides’ stewardship.
Another focal point for Michaelides is diversifying ISBA’s membership to appeal beyond its traditional base of brand advertisers. He acknowledges the widespread perception that ISBA is primarily relevant to above-the-line brand advertising, an image that has limited its visibility among digital-first, ecommerce, and performance marketers. Addressing this requires a re-examination of ISBA's language, positioning, and outreach to ensure inclusivity and relevance to all sectors of marketing. Such efforts resonate with ISBA’s ongoing initiatives, including its Responsible Retail Media Framework and efforts in fostering inclusivity and accessibility across advertising practices.
Under Smith’s leadership, ISBA’s profile grew significantly, with landmark achievements like Project Origin, a pioneering cross-media measurement tool that tracks deduplicated reach across platforms such as YouTube, Meta, and linear TV, now moving towards standalone operation. ISBA also progressed advertiser-agency relationship frameworks and championed responsible advertising approaches in areas such as less healthy food advertising and media sustainability. Michaelides envisions building on this foundation, positioning ISBA as a “neutral enabler” capable of navigating the sometimes polarized debates between brand building and performance marketing. His neutral stance aims to equip marketers with the tools to engage business leaders more effectively and to broaden ISBA’s appeal across diversified marketing channels.
Retail media, described by Michaelides as "universal and ubiquitous," will remain a priority, with ISBA expected to maintain its role as a key dialogue partner and advocate, continuing to shape responsible practices in this rapidly growing space. Success in his first year, Michaelides says, will be measured by member trust and respect, clear strategic priorities, a stronger mandate from members, and crucially, growth in membership through diversification.
As ISBA enters this new chapter, Michaelides’ commitment to transformation, inclusivity, and adaptability appears well-suited to guiding the organisation through the evolving marketing landscape, ensuring it remains relevant and valuable to the full spectrum of its members.