New digital council to innovate the UK tech sector

The British Interactive Media Association will drive industry excellence with an expansion of councils

The British Interactive Media Association (BIMA) has announced plans to expand its 18 councils, maintaining its position as a driving force of excellence and innovation across the UK technology industry.

As the nation’s largest digital and tech community with 5,000+ members, BIMA is fuelled by some of the sector’s most influential strategists, creatives, technologists, educators, and brands. A defining value of BIMA and its 18 councils and think tanks lies in its exploration of the latest thinking, as well as its commitment to ensuring representation and inclusiveness, and preparing the UK workforce for Industry 4.0.

BIMA councils are how we explore hot topics and emergent issues within our industry. By the very nature of the industry, those issues shift and evolve, so our councils do too – Natalie Gross, co-president, BIMA

Each council is chaired by an experienced industry figure with a passion for and practical expertise in their assigned topic. The new councils, missions and chairs (or co-chairs) are as follows:


BIMA believes that as innovators of the modern world, it’s their responsibility to do so as sustainably as possible. This new framework will champion change and encourage positive action from members.

Amy Williams, co-founder, Good-Loop

James Cannings, co-founder, MMT Digital


This council is dedicated to helping member agencies stand out from the crowd, bag the best clients and develop healthy long-term relationships in the UK and overseas.

Rebecca Crook, chief growth officer, Somo

Human insights

Recognising that people are at the heart of most digital technologies, this BIMA faction will bring research activities to life.

Daryll Scott, director of human tech, LAB

Dimitris Pinotsis, associate professor (senior lecturer), University of London-City; research affiliate, MIT pinotsislab


This council will support fresh thinking in paid media advertising, and SEO/’owned media’.

Rick Lamb, MD, Jellyfish

On top of this, BIMA’s Young Talent and Universities councils will merge to become the Education Council, chaired by Lawrence Zeegen, pro vice-chancellor of research, innovation and enterprise, and professor of illustration at Ravensbourne University London.

The AI Think Tank will also enjoy new co-chairs: Sandro Petterle, technology director at Rufus Leonard; and Simone Babb, AI/ML commercial product lead at Digital Catapult.

“I’m excited to co-chair the council, sharing best practices and knowledge, to help agencies navigate the complex and evolving AI opportunity; from recognising where they are in their AI maturity ladder, to what offers, strategies and knowledge they need to get to the next step. My experience in bringing together highly skilled people towards a common goal should help make this council a productive one,” said Sandro Petterle.

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