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ISBA Names First Origin CEO
In the UK, advertiser association the ISBA has named Tom George the first Chief Executive Officer of Origin, its joint industry, cross-media measurement programme. He will take up his role in September.
 Project Origin, which is part of a global, advertiser-led initiative backed by the World Federation of Advertisers, is designed for advertisers planning and measuring campaigns across digital and broadcast platforms. Last September, Origin announced that Kantar had been selected to build a single-source household panel to measure advertising exposure across linear and digital channels. Then in January, Origin completed the first stage of its cross-media measurement proof of concept (POC) evaluation. Origin and ISBA (the Incorporated Society of British Advertisers) say they are committed to delivering a 'viable product' by early 2025.
George (pictured) joins with more than 25 years' experience working for media and marketing groups. He currently runs Everclear Consulting, advising businesses on strategy, transformation and growth; prior to which he was CEO of GroupM UK. Previously he worked for WPP's consumer data specialist Wavemaker Global as Chairman UK & Europe, having earlier been CEO of Wavemaker UK. His non-exec roles include Chairman of the IPA Media Futures Group, and he is a fellow of the IPA.
Phil Smith, ISBA Director General, said: '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'.
Web sites: www.isba.org.uk and www.originmediameasurement.com .
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