Cooke has taken over as chairman of BIMA (The British Interactive Media Association) from entrepeneur Paul Walsh, who stepped down after leading the organisation for three years.
Cooke said he wants to capitalise on the government's interest in digital after defining clear objectives for BIMA its new executive committee members elected at last night's annual general meeting.
"BIMA needs to reconnect and reengage with our audience," said Cooke, who added that many brands don't know what BIMA is whlie many agencies struggle to justify their memberships.
To address this, BIMA's new chairman plans to clearly define the role of the executive committee and introduce measures of success similar to those employed at design and build agency Fortune Cookie, the company he founded.
Beyond this, Cooke said that his objective is to raise the profile of BIMA and its members internationally.
"We're leading the way in terms of talent in digital and we need people banging the drum and showcasing that talent," he said. "We are also looking at plans to nurture talent."
Cooke's role is also to define BIMA's place in an industry that is well served by trade bodies. The Institute of Practitioners in Advertising, Interactive Advertising Bureau and Association of Online Publishers are just three of several trade bodies serving the digital sector.
"We won't seek to compete with people who are already doing things well," said Cooke. "There is a lot of discussion in the agency world about who is setting the standards. It's an interesting conversation and one that BIMA wants to be part of."
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