Clare O’Brien, Head of Industry Programmes, IAB UK, is a marketing and communications specialist with a background in media. For the last 15 years, she has focused on developing digital content frameworks. She was co-founder of one of the first content strategy consultancies in the world and co-founder the UK Content Strategy Association. At the IAB she heads Industry initiatives for the Online Performance and Content & Native Councils, working with members to produce standards, events, research, training and education materials and industry guidance. Her practice work includes planning, producing, training and mentoring and her extensive client list has included The BBC, BP, CIPD, Epson, TUI, P&G, Orange, RBS, Barclays, Innovene, and Terrapinn.