IAA unveils new identity on 80th anniversary

MUMBAI: The International Advertising Association (IAA) has unveiled its new identity and mission, symbolised by the introduction of a new logo that signifies its transformation and culture of thought leadership built over the association’s 80-year history.

Since its founding, IAA’s mission has stressed on the powerful role communications can play, if properly directed, in the lives of consumers and in the world. Over the years, IAA has embraced the changes and indeed guided the industry through the disruption caused, product innovations, changing consumers’ preferences, proliferation of media choices, and new and innovative modes of product delivery. It supports the cause of advertising self-regulation with the strong belief, that if we don't regulate ourselves, someone else will.

The association’s new identity and logo is centred on a twenty-first century compass, that guide marketers, agencies, media and now digital, interactive and e-commerce companies to deepen the relevance of marketing communications in today’s multi-faceted global marketplace.

“From the beginning, our aspiration was to be the pre-eminent organisation, unified across borders, to embrace opportunities and confront challenges of an ever-evolving marketing landscape,” says IAA chairman and global president Felix Tataru.

Solidifying its new mission, the IAA will be hosting its Global Marketing Summit on April 27 at the Time Warner Center in New York. The annual conference brings together more than 200 of the world’s leading members of the international advertising community to share best practices and industry challenges.

“Each year we strive to bring speakers to our Global Marketing Summit who will stimulate discussions and offer solutions to issues facing the global advertising industry,” adds Tataru. “This year’s programming will not only debate the industry’s most pressing issues, but bring our new mission into focus.”

Kicking off the Summit is a morning keynote delivered by Antonio Lucio, CMO of HP Inc.,who will be addressing the current renaissance of marketing, where traditional advertising matters less, and creating impactful consumer experiences, jaw dropping design, convenient utilities and satisfying services matter more.

Additionally, the Global Marketing Summit will discuss topics with senior marketing executives from American Express, Chase, Diageo, Flipboard, Google, MasterCard, SAP, SSGA, Verizon, The Washington Post and Zenith Worldwide. Some of those topics are on the best practices in artificial intelligence and cognitive computing and how it is revolutionising marketing, how brands can gain trust in an era of fake news and consumer mistrust and about brand safety and how marketers can properly break though to earn consumers’ time and attention.

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