ISBA announces that Tom George has been appointed as the first CEO of Origin, the UK cross media measurement programme. This new position reflects the importance of Origin and ISBA’s commitment to delivering a viable product by 2024.

Origin is ISBA’s programme to deliver accountable digital and cross media measurement. It is part of a global, advertiser led initiative backed by the World Federation of Advertisers.

The aim is to drive benefit to consumers through an improved experience of advertising and better value for advertisers through improved effectiveness and efficiency in the media marketplace.

Tom is a senior business leader with over 25 years of strategic growth, transformation and leadership experience for major media and marketing groups. He currently runs Everclear Consulting, advising businesses on strategy, transformation and growth.

Prior to this he was Chief Executive Officer at GroupM UK, the UK’s largest media agency group.

He has previously held positions as Chairman UK & Europe for Wavemaker Global and Chief Executive Officer for Wavemaker UK.

His non exec roles include Chairman of the IPA Media Futures Group and he is a fellow of the IPA.

Commenting on his appointment Tom said: “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.”

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.”

Tom will take up his role as Chief Executive in September 2022.