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Challenges of Change: IAA all geared up for action in Dubai

08-March-2006
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Challenges of Change: IAA all geared up for action in Dubai

The 40th International Advertising Association (IAA) World Congress, which will be held in Dubai from March 20-23, 2006, is all set to bring under the microscope ‘Challenges of Change’ and examine the topic. IAA is expecting over 2,000 delegates from all over the world at the Congress.

“What you must remember when it comes to IAA World Congress is that it is a global event,” said Pheroza Bilimoria, (special invitee on the Managing Committee of IAA – India Chapter). “You can see this in the kind of speakers and you will see this in the audience as well,” she added and expects the number of delegates to exceed 2,000.

The speakers are one reason the event is getting this kind of attention. To mention a few on the first day in addition to UAE dignitaries, the likes of Sir Martin Sorrell (CEO, WPP), Norman Pearistine (Senior Advisor, Time Warner Inc), John Pallant (EMEA Regional Creative Director, Saatchi & Saatchi), Tateo Mataki (CEO, Dentsu), Allen Rosenshine (Chairman, BBDO), Hameed Haroon (CEO, Dawn Group of Publications, Pakistan) and Carla Michelotti (EVP and General Counsel, Leo Burnett Worldwide) would take on the stage.

Some of the topics that come under the scanner on the day are ‘Free Trade and Globalisation’, ‘Remaining Credible in an Incredible World’, ‘Come to the Edge’, ‘Transcending the traditional definition of the Ad Agency’, ‘New Media Technology: What’s New and What’s Not’ and ‘Marketing a Nation’. A panel discussion on ‘The Advertising Environment: Responsible Marketing, Regulation and Self Regulation’ is also planned on the day.

Day two has its share of well known names as well. Among the speakers are Sergio Zyman (Former CMO, Coca Cola Co), Marcio Moreira (VC, McCann World Group) Tom Bernardin (CEO, Leo Burnett Worldwide), Steve Forbes (CEO, Forbes), Obaid Humaid Al Tayer (President, Dubai Chamber of Commerce and Industry), Jay Rasulo (Chairman, Walt Disney Parks), Jack Klues (Chairman, Publicis Groupe Media) and John Elkins (Executive VP, Visa International).

Some of the issues to be discussed on this day include ‘From the World of Economy to the World of Media’, ‘The Foundation of Global Brand Management: Leveraging Consumer Insights’, ‘Succeeding in a Where World’ and ‘Corporate Promises - Brand and Reputation’.

Taking the stage on the third day of the event will be the likes of Lord Heseltine, (Chairman, Haymarket Publishing), Jim Stengel (Global Marketing Officer, Procter & Gamble), Jerry Rao (CEO, Mphasis), Gregory Lee (CMO, Samsung Electronics), Colin Gottlieb (CEO, Omnicom Media Group EMEA), Susannah Outfin (CEO, Carat International) and Robert Greenberg, (Chairman, CEO, Chief Creative Officer, R/GA).

Discussions on this day would be on subjects like ‘Marketing Unleashed – Empowering People to Drive Innovation and Results’, ‘Integrated Communications’, ‘The Journey to be a True Global Brand’ and ‘A New formula for Customer Engagement’. An interesting highlight of day promises to the debate on ‘Integration vs Disintegration - The Future of the Relationship between Ad and Media Agencies’.

The Indian delegation is gung ho about the event and obviously for good reason. However, Bilimoria informed, “At present, we are behind the Pakistani delegation. The entries have to still keep coming.”

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