Review of IAB prompts fresh approach

From now on it will be known as the Internet Advertising Bureau, rather than the somewhat confusing Interactive Advertising Bureau. The body's new chief executive, Guy Phillipson, has also pledged to have far more contact than before with media agencies.

"It's true to say that there wasn't enough dialogue with media agencies in the past," said Phillipson, who has announced the results of his 100-day strategic review of the IAB's work.

The aim of the review is to reposition the IAB as a service organisation for advertisers and Phillipson has set the ambitious target of the internet becoming a £1bn medium – overtaking outdoor's market share in the process – by mid-2006.

The IAB boss has put FMCG clients at the heart of his new message and is keen to convert them from their traditional TV heartland.

As part of the strategy, the IAB is planning to launch a new creative showcase, which will demonstrate the potential of broadband to create more spectacular content than in the past.

Phillipson's initiative was welcomed by Dan Clays, managing director of online specialist agency Quantum Media, who said: "Historically there has been lots of good endeavour from the IAB, but they were preaching to the converted.

"We're now seeing the IAB changing its focus to educating the advertiser which is exactly what we want."

Clays said the online sector was still nowhere near reaching its potential because of the existence of so many cynical clients and he hoped the IAB would now play a much more helpful role in changing attitudes.

Phillipson said: "I've listened to industry leaders, marketers and advertisers and now my main objective is to put online on the agenda of every marketer in the UK by repositioning the IAB as a valuable resource for advertisers."

This article was first published on Media Week