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Josephine Buys

Josephine Buys

CEO, IAB (International Advertising Bureau), South Africa

Media and marketing pioneer Josephine Buys is CEO for IAB (International Advertising Bureau) South Africa.

Her diverse career has placed her at the forefront of embracing digital in a variety of industries and platforms, from publishing and entertainment, to agencies and the public sector. Her experience spans sales, marketing, brand development and E-commerce. In each instance of her career she has set herself apart with her strategic intuition and infectious energy, helping organisations to affect real and lasting change in the booming digital space.

Her role at IAB sees her building awareness of the organisation’s core purpose, instilling confidence, and ultimately increasing revenue for the South African digital industry as a whole. Central to this is the core strategy of promoting standards and accelerating the growth of digital media.

On a practical level this involves planning and managing IAB’s South African operations; member and industry relations (i.e. protect the interests of publishers, advertisers and brands in the online space); engaging with strong industry contributors to lead and participate in the various councils; and identifying new areas of opportunity for the IAB. She strongly believes in the IAB’s philosophy that online can and should be used in conjunction with other media to amplify reach and effectiveness of advertising campaigns.

Buys co-founded and hosted a monthly networking FUNdraiser called The Thursday Club from 2003-2013, which raised much needed awareness and over R2.5million for orphaned and vulnerable South African children. Her passion for empowering others manifests IAB role, as she fulfils the promise of the IAB’s Education and Transformation Council to address the shortage of digital professionals in the current workforce through education and transformation.

She is inspired by the abundance of original thinking in South African media, with the constant flow of digital firsts and world-class start-ups coming out of the country. It is a turning point for harnessing the power of digital and, with the IAB currently representing over 200 members including online publishers, brands, educational institutions, creative, media and digital agencies, Josephine believes this chapter of the global IAB organisation, is well-positioned to lead this transition into a new age for media in South Africa.