Sainsbury’s Tech and Data Chief to Steer Future of ISBA

Why It Matters

The leadership change gives ISBA a tech‑savvy executive to steer members through AI‑driven disruption, potentially shaping industry standards and investment priorities. It also underscores the growing convergence of data, technology and marketing in the UK advertising sector.

Key Takeaways

• Mark Given becomes ISBA president, chairing its Council
• He replaces Pete Markey, who resigned in November
• Given oversees Sainsbury’s tech, data, AI, and Nectar360
• ISBA aims to guide members through GenAI adoption
• Appointment signals tighter tech‑marketing alignment across UK agencies

Pulse Analysis

The Institute of Search & Business Advertising (ISBA) serves as the collective voice for client‑side marketers in the UK, offering research, standards and a forum for collaboration. As artificial intelligence, especially generative AI, reshapes creative production, media buying and measurement, the trade body faces pressure to translate technological hype into practical guidance. Recent ISBA reports highlight both the revenue potential of AI‑driven campaigns and the risk of “AI fatigue” among agencies. By positioning itself at the intersection of data, technology and brand strategy, ISBA can help members navigate regulatory scrutiny while capitalising on new efficiency gains.

Mark Given’s appointment brings a rare blend of retail‑scale data engineering and brand leadership to the role. Since joining Sainsbury’s in 2012, he has risen from chief marketing officer to chief technology, marketing and data officer, overseeing the Nectar360 loyalty platform, AI‑enabled customer insights and a multi‑billion‑pound technology budget. His experience integrating AI into a legacy retail ecosystem equips him to advise ISBA members on scaling GenAI tools without compromising data privacy or brand integrity. Moreover, his six‑year tenure on the ISBA Council provides institutional knowledge that can accelerate consensus on best‑practice frameworks.

The strategic shift signals that UK marketers will increasingly treat technology as a core business function rather than a support service. Under Given’s stewardship, ISBA is likely to publish actionable roadmaps, benchmark AI spend and champion standards for ethical data use. Agencies that align early with these guidelines could secure a competitive edge, attracting brands eager for measurable, AI‑enhanced outcomes. Conversely, firms that lag may face higher compliance costs and diminished client trust. In a market where global tech spend is projected to exceed $6 trillion, the ISBA‑Given partnership could become a bellwether for how the advertising industry adapts to the AI era.