The U.K. Interactive Advertising Bureau will reposition itself as a service organization for advertisers and will focus on the internet, reports NetImperative, adding that change is a snub to the organization's former policy of dealing with all interactive platforms and acting as a forum for its media-owning members. The revamp comes as new CEO Guy Phillipson's Five Point Plan for the online media industry was published today.

"The IAB will be at the heart of driving new advertisers online and helping existing advertisers get more out of the medium," Phillipson is quoted as saying. His plan involves re-branding the IAB as the Internet (not Interactive) Advertising Bureau, with a revised mission statement: "To help marketers find the best role for online advertising, to engage customers and build their brands."

The U.K. IAB released a statement outlining its five new aims: Understand online consumer behavior; deliver a common planning currency to measure coverage and frequency; help advertisers to use search more effectively; educate advertisers about the brand-building strengths of broadband; and help retailers prepare for the biggest-ever online Christmas.