LONDON: Mike Hughes, the man who introduced Diet Coke to Britain, will next year become the new director general of the Incorporated Society of British Advertisers - the body that represents over four hundred leading UK advertisers on all aspects of marketing communications.

Between them, ISBA members spend over £10 billion ($18.83bn; €14.93bn) annually on marketing communications.

Hughes (55) will succeed incumbent of six years standing Malcolm Earnshaw, who remains in situ until he hands over the ISBA baton next spring.

In addition to a wealth of senior marketing and general management experience, Hughes also brings European lobbying know-how and extensive new media skills to the ISBA party.

His resumé features not only Coca-Cola but other high level marketing and management positions with such names as Guinness Brewing, HP Bulmer Holdings and Adstream, where he was European managing director.

Proclaims Hughes: "I have a passion for brands and look forward to working for ISBA to protect brand owners' right to advertise. I am excited by the challenge of the fast changing media environment and in leading ISBA."

Data sourced from Incorporated Society of British Advertisers; additional content by WARC staff