WPP The Goat Agency’s Bryce Adams Appointed Co-Chair of IAB Board

The IAB is a global industry body representing more than 700 leading media companies, brands, agencies, and technology firms, playing a key role in shaping the future of digital advertising through standards, research, and policy.

The Creator Economy Committee brings together a select group of industry leaders to help shape how the space evolves, from measurement and education to broader industry alignment. As Co-Chair, Bryce will play a high-touch role in guiding priorities, supporting working sessions and workshops, and ensuring the needs of brands, creators, and platforms are reflected in the group’s direction.

Bryce Adams commented, “There’s a real opportunity right now to help shape what the next phase of the creator economy looks like. That means helping more brands understand and invest in the space, while creating more opportunities for creators of all sizes, across different verticals and platforms. I’m excited to work alongside leaders across the industry to help move that forward.”

James Douglas, VP of Experience at IAB, added, “The Creator Economy Board plays a critical role in shaping how our industry evolves, from standards and measurement to education and collaboration across the Creator ecosystem. Bryce brings a unique and valuable perspective on how creator marketing fits within the broader media and tech landscape, and we’re very excited to have him step into this role as Co-Chair.”

This reflects a broader shift as brands move toward integrating creators more deeply into full-funnel media strategies, with increasing focus on measurable outcomes and long-term impact.

Ji Young Kim, Chief Transformation Officer US, at WPP, and a member of the wider IAB board, added, “Bryce brings a valuable perspective to this role, with a deep understanding of the creativity, authenticity, and audience connection that make creator marketing so powerful, and what it takes to preserve those qualities as it scales within complex global brands. As creator becomes an increasingly important part of the marketing landscape, we need leaders who can bridge the needs of brands with what makes creator marketing distinct.”

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Goat is an award-winning global influencer marketing agency. In an era where human and creator-first content reigns supreme, we help brands to harness its power in combination with connected media to build Influence Everywhere.

In 2025, The Goat Agency represents over 750 social and influencer experts in 41 markets worldwide. We are globally recognized for our award-winning campaigns and content, and credited for helping to shape the influencer industry into what it is today.

Goat is part of WPP, the trusted growth partner for the world’s leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.