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ISBA has announced a strategic partnership with The Observatory International as part of its commitment to help advertisers ensure that they and their agency partners are commercially aligned.

ISBA will be working with The Observatory International to boost its efforts to drive real alignment between the interests of agencies and clients. Experience shows that when both sides benefit from client business success then the relationship is likely to last longer and be more productive.

The partnership is one of a select few that ISBA has established with relevant experts to help deliver marketing innovation in terms of new ways of working to its members.
ISBA and The Observatory International have already developed a programme for 2018/19, with The Observatory International drawing on its global experience in Agency Management and Resource Optimisation to deliver thought leadership and support in 2018/19.

The consultancy will work alongside the ISBA team in two key areas:

  • Agency Management and clients’ responsibilities; and
  • Remuneration/compensation strategies to deliver ROMI.

Commenting on the partnership, Director General of ISBA, Phil Smith commented: “Formalising our relationship with The Observatory International makes perfect sense. We share a mutual desire for alignment between agencies and advertisers and will use The Observatory International’s expertise in this area to deliver this for our members.

Lucinda Peniston-Baines, Co-Founder of The Observatory International said “We have been working closely with ISBA since 2008 to deliver a range of best practice member workshops on the specialised skills required for effective agency management. This new partnership further cements our commitment to helping businesses transform their marketing and communications resources and ensuring they can deliver the most effective messages possible.”

About ISBA
ISBA represents the leading UK advertisers. We champion the needs of marketers through advocacy. We influence necessary change, speaking with one voice to all stakeholders including agencies, regulators, platform owners and government. Our members include the UK’s biggest brands.
ISBA is the voice of the advertiser in the UK Advertising Association tripartite. They are the advertisers’ representative on CAP and BCAP the UK advertising code body. ISBA represents UK advertisers in the WFA and ISBA’s Director General, Phil Smith sits on the Executive Committee and the National Associations Council.

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