The British Interactive Media Association (BIMA), which represents of the digital, creative and tech sector in the UK, has announced it will expand its existing 18 councils to continue shaping the industry in 2020.

With a membership of over 5,000 people, including strategists, educators and creatives, BIMA’s councils constitute its backbone and serve as the duct between BIMA and the digital community. Each council is dedicated to a different digital issue and chaired by an expert industry professional.

“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,” says BIMA co-president Natalie Gross.

The new councils include sustainability (a theme of global significance), growth (to help members create profitable long-term relationships with clients), and human insights (a focus on research around understanding people and the role they play in digital technology).

“One of the most inspiring things about BIMA is that it’s members don’t simply get to talk about changes within their industry; they get to inform them.” Rebecca Crook, chair of the growth council, encouraging digital professionals to get involved with the new councils.

Existing councils are also undergoing changes, with the Young Talent and Universities councils merging to become the Education Council and the AI Think Tank acquiring new co-chairs.

 “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,” adds Sandro Petterle, technology director at Rufus Leonard.