Media and marketing pioneer, Josephine Buys (nee Swainbank) has been appointed Country Manager of South Africa’s media industry’s digital body, IAB (Interactive Advertising Bureau) as of 01 June 2014.

 

For eleven years, the IAB (previously DMMA and OPA) has operated as a volunteer body with only part-time administrative staff. “The appointment of a full-time, senior manager for the organisation marks an important moment in digital maturing as an industry, and a medium” says Jarred Cinman, Chairman of IAB SA.

 

This is a brand new position, so Buys expects it to constantly evolve, much like the world of digital itself. “Essentially my role is to build awareness, instil confidence, and ultimately increase revenue for the South African digital industry as a whole,” explains the newly-appointed Buys.

 

Throughout her career in media & marketing, Josephine has initiated new titles with progressive magazine publishers including Condé Nast, Uppercase Media and Media Nova. The ever-changing transformation of the publishing landscape inspired her to explore the digital landscape in greater depth. A move from Johannesburg to Cape Town in 2004, saw Buys join the launch team of The Property Magazine with the then ground-breaking concept of a page turning, digital edition, and her appetite for digital was born.

 

Her first journey into pure digital was an account manager at Purple Cow Digital Communications where Buys’ presentation of a ‘demystifying digital media’ showcase to the industry at large ignited some inaugural SEO & PPC adspend from some of the largest media independents in South Africa, and stimulated several early rich media concepts.

 

She truly believes in the IAB’s philosophy that online can, and should, be used in conjunction with other media to amplify the reach and effectiveness of advertising campaigns, and wants to communicate and illustrate that to the industry. Buys perceives her role as one of planning, as well as managing IAB South Africa’s operations, members and industry relations to protect the interests of publishers, advertisers and brands in the online space, while also identifying new areas of opportunity for the IAB.

 

“There is an abundance of creativity and original thinking amongst the media, as well as a constant flow of digital firsts and start-ups coming from South African talent,” explains Buys. Her particular interested is in addressing the shortage of digital professionals in the current workforce through education and transformation.

 

“We all know, with certainty, that digital will ultimately be largest medium. South Africa, however, lags,” says Cinman. After a considerable search, I believe we have found the right person for the job and we welcome Josephine on board with much enthusiasm, having every confidence that she will drive IAB SA to new heights.” he concluded.