Brand Safety Institute Welcomes Louis Jones in New Role of Chief Marketing Officer and Announces 2023 Brand Safety Officer-in-Residence

BSI collaborates with industry leaders to support a growing community of practice

New York, NY -- November 1, 2022 -- The Brand Safety Institute (BSI), the leading association focused on brand safety for the marketing and advertising industry, announced today that industry leader Louis Jones has joined the organization as Chief Marketing Officer. Jennette Offenberg, Associate Director, Digital Media Innovation at Merck & Co. Inc., will take the helm of BSI’s Brand Safety Officer-in-Residence commencing January 2023.

“Louis and Jennette have both demonstrated an amazing commitment to the health of the digital advertising industry by building and advocating for approaches that marketers can use to achieve their business goals in responsible ways. Both have already made important contributions to the growth of BSI and the practice of brand safety and suitability and these moves represent an opportunity to double down on their respective talents and passion as BSI continues to increase its capacity to serve the industry,” said Neal Thurman, BSI’s Co-Founder and CEO.

Jones has served as BSI’s Brand Safety Officer-in-Residence for the past two years, working to keep the industry focused on the evolution and continued improvement of Brand Safety practices. Jones authored BSI’s Brand Safety Evolves as well as creating and hosting an accompanying series of interviews on various topics with brand safety experts across the media and marketing industry.

In his new role, Jones will amplify BSI’s efforts to drive awareness and engagement across the digital media ecosystem around critical brand safety and suitability issues. He will also help expand and evolve BSI’s education and accreditation programs.

Previously, Jones had served as the EVP of American Association of Advertising Agencies’ Media & Data Practice, where he amplified its members’ collective voice on media issues within the advertising ecosystem. Jones launched the industry’s brand safety efforts and created the 4A’s Advertiser Protection Bureau (APB) to help agencies and advertisers identify and manage brand safety issues. In addition, the 4A’s APB authored the initial Brand Safety Floor with the Media Rating Council (MRC) and put forth the initial Brand Suitability Framework, now adopted by the Global Alliance for Responsible Media.

Prior to joining the 4As, Jones was CEO of Maxus at GroupM (Adweek's Agency of the Year honor in 2012). Jones has over 30 years in advertising, holding key roles at Havas Digital, Organic, Y&R, and J Walter Thompson.

“The education, thought leadership, and communities of practice provided by the Brand Safety Institute are essential for staying ahead of brand, media, and public safety issues that can undermine advertising effectiveness, brand reputation, and the positive potential of online content,” said Jones. “Brand safety outcomes depend largely on the cooperation across the supply chain. I am thrilled to join BSI and expand on the work we have done to improve our understanding and capabilities as an industry.”

As the next BSI Brand Safety Officer-in-Residence,Offenberg will help to amplify the voice, contributions and importance of a well-trained and resourced Brand Safety Officer. BSI’s Brand Safety Officers-in-Residence provide guidance and leadership to the brand safety community on issues related to training and education; how to stand up and run impactful corporate brand safety programs; and safeguarding trust and safety in the media ecosystem. 

Offenberg is an experienced media professional in both Pharmaceutical industry and Consumer Packaged Goods with concentrations in digital and social media, brand safety, and marketing. In addition to her role at Merck & Co. Inc.,Jennette enjoys spending time with her husband and two kids as well as volunteering with two non-profit pet rescue organizations.

About BSI
In today's brand-centric economy, a company's reputation can rise or plunge in an instant with dramatic and lasting business impact.

The Brand Safety Institute advances the individual and corporate capacity needed to protect brands across the digital advertising ecosystem through thought leadership, community building, education and accreditation.

For more information on the Brand Safety Institute, please contact BSI co-founder Neal Thurman.