Fraser will provide guidance on strategic direction and to source solutions to address issues affecting the global advertising industry, particularly in the digital space.
Fraser brings a deep understanding of public policy, industry thought leadership and education to IAA UK, with a range of highly regarded professional experience in roles such as, leader of the Advertising Association’s think tank Credos for ten years and latterly Co-founder of consultancy Weiser Works.
Her credentials include the MBE in the Queen’s 2017 New Year’s Honours list, for services to advertising and equality and diversity, and she has previously won a Harvard Business Review worldwide competition, securing a place on it’s Breakthrough Ideas List for her work on ‘Conflicted consumers’.
Kirsty Giordani, Executive Director, IAA UK, commented: “We have been hugely impressed by Karen’s innate knowledge of how advertising positively contributes and drives growth in the economy, but also her awareness that the industry must tackle the growing demand for more trust, transparency, diversity and inclusion, particularly in online advertising.
“This is a powerful complement to IAA’s mission to be the global compass of the marketing communications industry.
“We are excited to have her substantial expertise to support our service to the industry.”
Speaking on her appointment, Fraser, said: “I am thrilled to be working with Kirsty and the IAA team. I’m inspired by her leadership and energy, and I look forward to partnering with her and the wider IAA network to expand their offer to members.
“I’ve been particularly impressed by the diversity of leadership within the wider IAA network and look forward to working alongside so many marketing professionals around the world to meet future challenges.”
Fredrik Borestrom, President, IAA UK added “One of the first initiatives Karen will lead for IAA UK is our new global Trust programme, addressing the challenges many international brands face across multiple markets.
“The programme of work will convene a number of global brands to highlight what improves trust in media and advertising, and how maintaining trust benefits both brands and consumers.”
Fraser’s appointment comes at a time when IAA UK has successfully pivoted to a more digital offering, allowing it to continually deliver a valuable programme of content that has supported the international media industry through the pandemic.
IAA UK remains focussed on providing professional development opportunities — notably through their Speed Mentoring and the Leaders Series — and foregrounding the development and retention of young talent, who will help grow future success.
In 2020, it partnered with The Brixton Finishing School, and plans to run the PAC training course in-person in September 2021.
The course is designed for rising talent in the advertising world, with the aim to stimulate debate, discussion, and communication, giving participants a greater understanding of the advertising process.
Last year, IAA UK also launched the Diversity, Inclusion and Belonging programme as a commitment to drive positive change in the form of direct action whilst advocating for those underrepresented in the advertising industry.