IPA launches new digital business group
The Institute of Practitioners in Advertising has launched a new digital business group (DBG) that will aim to represent and promote a holistic approach to the provision of digital services spanning design and build, data and technology platforms, and marketing communications.
The new group will be co-chaired by Anil Pillai, CEO of LBi UK and Chris Thurling, Managing Director of 3Sixty.
The Group will also champion the awareness, professionalism and profitability of the sector via a programme of dedicated qualifications, collaborative marketing for talent, and educating clients and their procurement teams.
“Digital is rapidly re-defining what it means to be involved in the advertising business,” said Thurling.
“It’s broadening the talent pool from which we need to draw and blurring the boundaries with other disciplines. In founding the DBG I think the IPA is showing its commitment to staying relevant in an industry that is going to look very different five years from now.”
As well as contributing to the wider debate about the impact of technology on advertising, Thurling stated that he hopes the DBG can help raise professional standards within what is still a relatively fledging sector and contribute to attracting new talent from a diverse range of backgrounds into the industry.