As Coca-Cola's UK marketing director in the early 80s, he launched Diet Coke in Britain.
Hughes has led a long career in marketing and general management, having held several senior industry positions, and has European lobbying and extensive new media experience.
He also launched the Guinness "widget", becoming managing director of Guinness Brewing in the UK in the 1990s.
Prior to that, he spent four years as chief executive of brewer HP Bulmer Holdings and more recently moved into the digital sector, having been European managing director of Adstream UK and currently non-executive chairman of Infinite Thinking, a diverse marketing services group of niche new-media companies.
Hughes said: "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."
Chris Searle, ISBA vice-president, led the panel of senior advertiser representatives who made the appointment.
Searle said: "The ISBA selection committee were very impressed with Mike's all-round management and marketing expertise and are confident that he has the ability to lead ISBA into its next phase of development."
Hughes succeeds Earnshaw who will remains in place until the handover next spring.
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