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ISBA announces George as first Origin CEO

Ad industry trade body ISBA has named Tom George as the first CEO of Origin, its advertiser-backed cross media measurement programme.

George has over 25 years of experience within strategic growth, transformation and leadership for media and marketing groups. He currently runs Everclear Consulting, advising businesses on strategy, transformation, and growth. Prior to this, George was Chief Executive Officer at GroupM UK and, earlier, held positions as Chairman UK & Europe at Wavemaker Global and Chief Executive Officer at Wavemaker UK.

He also holds non-exec roles as Chairman of the IPA Media Futures Group and fellow of the IPA.

“I remember the early discussions around what was to become Origin. It was an impressive and brave idea and so much has been achieved since that time. The opportunity to be involved with and help shape what I believe is a ground-breaking business providing solutions to advertisers. media owners and agencies alike, was too good to turn down. I am looking forward to working with the team and all stakeholders to help them achieve the project’s North Star principles,” said George.

Origin is ISBA’s programme to deliver accountable digital and cross media measurement, as part of a global initiative backed by the World Federation of Advertisers. Its aim is to drive benefit to consumers by improving the advertising experience and deliver better value for advertisers through improved effectiveness and efficiency in the media marketplace.

“Tom’s appointment is hugely significant. Origin is now in its third phase, build and implementation, Tom is a highly skilled advertising and media professional, and his wealth of experience will be invaluable to Origin,” said Phil Smith, ISBA Director General.