In Mike Hughes, 55, ISBA has a new chief with proven marketing experience. Whether he has the determination to lead ISBA into the new digital world remains to be seen.
The very title "director-general" has fusty associations and, according to some in the industry, is indicative of ISBA's need to better reflect the challenges that the huge changes in marketing communications have precipitated.
Hughes' experience of digital, latterly as a non-executive chairman of Infinite Thinking, could not be called extensive. This may not matter as long as he understands ISBA needs to change and will put the right people in place to facilitate it.