P&G European brand boss named ISBA vice-president

The ISBA has appointed Procter & Gamble Europe chief brand officer Taide Guajardo as its new vice-president. Guarjardo will work alongside Boots CMO Pete Markey, who was appointed as ISBA president last month.

Leading a team of more than 1,300 P&G marketers and partner agency staff across 49 countries, Guarjardo has spent more than three decades at the FMCG giant.

She joined the company as a brand manager in Mexico in 1990, moving to Poland two years later. Guarjardo went on to serve as marketing director for Western Europe media and communications in Italy in 1995, before joining P&G’s European head office in Geneva in 2010. She assumed her current role in 2021, which involves setting the strategic vision for the brand function for all P&G brands in Europe.

“It is with great honour to undertake the role of VP in ISBA and be part of this forward-thinking community that shapes the future of advertising,” says Guarjardo.

“In line with my role at P&G, I’m excited and committed to keep raising the bar on brand building in terms of transparency, impact and accessibility towards a better advertising environment that best serves people and grows the markets.”

Boots CMO Pete Markey appointed ISBA president

“Taide brings with her a wealth of experience from across the marketing spectrum,” says ISBA director general Phil Smith.

“Her work on creating advertising that is accessible to all aligns with one of the ISBA’s key priorities. I am looking forward to continuing to work with her, both as ISBA vice-president and as one of the key sponsors of the Ad Access Alliance.”

Pete Markey took the role of ISBA president, previously held by NatWest Group CMO Margaret Jobling, in July. A former vice-president and Marketing Week Marketer of the Year in 2023, Markey told Marketing Week that he was excited about the opportunity ISBA has to drive change in the industry.

The impact of AI and the evolution of diversity and inclusion are on his agenda for the organisation.

Markey also plans to support the rollout of the cross-measurement tool Origin, which aims to create a common measurement tool across media to help advertisers improve efficiency by reducing waste from duplicated reach and unwanted frequency. Origin does this by feeding multiple different measurement tools into one dataset to help advertisers plan, track and evaluate campaigns across digital and broadcast platforms.

The project will enter the next phase later this summer with more than 35 brands taking part in the beta trials. Markey hopes Origin will “strengthen” the case for marketing in the boardroom.