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Internet Advertising Bureau Europe

Internet Advertising Bureau EuropeProduct Strategy DevelopmentDigital Management Coaching
The ground-breaking trade associationDeveloping the entire strategyCoaching member teams from 20 countries

Following Digital's success in accelerating the UK online advertising trade association, directors of the leading portals and agencies across Europe invited Digital's team to apply some of those models and lessons to the European federation of Interactive Advertising Bureau organisations. Digital's founder helped create the original IAB Europe, and then supported it through the market contraction of 2000 and 2001. At the start of 2005, the key stakeholders funding the European IAB approached Digital to ask for support in boosting the resources, infrastructure and operations of this young trade association, looking for a way to fast-track the development of the organisation to create a strong and robust focus for the industry.

The IAB's directors had already appointed Digital's team to key roles as Chief Executive and research manager, and invited Digital to create a membership programme and recruit junior project managers to act on its behalf. By the end of 2006 Digital had quadrupled the funding of the organisation, built a customer database and ERM programme, and set up its first London office presence. They led the next wave of acceleration with new funding models, and intensive marketing programmes including the first European Leadership Councils and a series of Task Forces to engage stakeholders at different levels. Against the context of tight funding, Digital also built the group's first websites and email newsletters. The two year acceleration programme concluded in mid 2007 with the handover to a new President and the formalisation of a knowledge transfer programme that would include Digital's team running the complex area of standards and best practice activities as well as developing education programmes for teams across Europe.

The results: During Digital's tenure the association was turned around, quadrupling in size and developing its own strand of direct company membership. Six national IABs were launched with Digital's support and the organisation provided a focus for the sector's pan-European activities.

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