IAB UK expands retail media and creator expertise

The appointments are part of a broader shift in IAB UK’s approach, with the organisation investing in specialist expertise to develop standards

IAB UK has appointed Olivia McCullagh as Retail Media Lead and Connie Hawker as TV+ and Creators Lead, creating dedicated roles for advertising channels the industry body sees as important to the future of digital advertising.

The appointments are part of a broader shift in IAB UK’s approach, with the organisation investing in specialist expertise to develop standards, frameworks and best practice across retail media, creator marketing and TV+.

IAB UK appoints retail media specialist

McCullagh joins IAB UK from Tesco Media & Insight Platform, where she was most recently Senior Client Partner on the Mondelēz UK account. In her new role, she will work with IAB UK members to support collaboration and develop approaches for the retail media sector.

Olivia McCullagh, Retail Media Lead, IAB UK: “It’s no secret that retail media is one of the most exciting areas of growth for advertisers, with the digital retail media market in the UK set to hit £8.6bn by 2030. Becoming IAB UK’s Retail Media Lead puts me right at the heart of the sector and I’m so excited to work with members - from Amazon to Uber to ASOS - to evolve what retail media has to offer.”

Hawker takes TV+ and Creators role

Hawker previously led IAB UK’s Membership team and worked across several industry-wide working groups. She will focus on bringing members together around TV+ and creator marketing, with the aim of developing standards and practical guidance for advertisers.

Connie Hawker, TV+ and Creators Lead, IAB UK: "Engaging, quality content is the future of marketing and that’s something that both TV+ channels and creators bring to the table in abundance. The creative opportunities for advertisers in both areas are huge, but maximising them comes down to us developing the frameworks, standards and actional insight that will facilitate advertisers’ long-term investment.”

IAB UK adds industry relations director

IAB UK has also appointed Alex Kozloff as Director of Industry Relations, a newly created position focused on developing partnerships with industry bodies in the UK and internationally.

Kozloff brings experience from across the advertising industry, including as SVP of Member Engagement at the 4As. She previously spent eight years at IAB UK between 2010 and 2018, most recently as Chief Operating Officer.

New roles support cross-industry collaboration

Kozloff will work on cross-industry initiatives aimed at supporting responsible growth in digital advertising, while McCullagh and Hawker will focus on their respective channel areas.

All three have started their roles. McCullagh and Hawker report to James Chandler, Chief Strategy Officer at IAB UK, while Kozloff reports to Jon Mew, CEO at IAB UK.

www.iabuk.com

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