‘We will have world leaders share their next practices’
As IAA India, in association with exchange4media Group, prepares to host the first Global Marketing Summit in Mumbai next month, with six eminent global marketers as speakers, Srinivasan K Swamy, President of IAA India, tells IMPACT what one can expect from the event and how the IAA has strived to bring media and marketing professionals together Q] The IAA brings together advertisers, agencies, media and marketing communications professionals under one umbrella. what has been the significant outcome of this synergy? Effective/creative advertising cannot happen in a vacuum. You need the active participation of the Advertiser/marketer, the Creative and Media Agency professionals who create/place advertising and the Media houses to create platforms in which the advertising created, can be most appealing to the Intended audience. IAA is the only platform that brings these participants together and also salutes Them under its IAA Leadership Awards event. Q] How is iaa india gearing up for the platinum jubilee celebrations of IAA Worldwide? Our IAA Debates, IAA Mentorship Webinar series, the recently concluded IAA Knowledge Seminar on ‘Real Estate Marketing in the Digitized World’, were all part of the platinum jubilee celebrations. Later this month, we have the IAA Kyoorius DigiYatra in Goa. But the crowning event in India will be the Global Marketing Summit on September 30, in Mumbai. Q] Tell us about the concept of ‘global next practices’, which will be the topic of the Global Marketing summit. Normally people benchmark each other’s business practices and determine, what is generally referred to as, ‘global best practices’. With ‘global next practices’, the companies strive to take a leap from current practices to the next level of thinking and action, which is what can make them stronger and more competitive in meeting challenges today and tomorrow. At the Global Marketing Summit, we will have world leaders share their ‘next practices’ that are way ahead of their competitors. Q] How has IAA india fared when it comes to encouraging greater practice and acceptance of advertising self-regulation in the industry? IAA India was actively involved in the formation of Advertising Standards Council of India (ASCI). Also, IAA has been in the vanguard of protecting freedom of commercial speech ever since its inception in India. It has on two occasions been an active participant in the delegation to I&B Ministry when advertising expenditure was taxed. Q] What objectives are on IAA India’s agenda? IAA in India is 22 years old, but its membership is limited. To serve the advertising community better, we need to add more members without diluting the membership quality. IAA membership is through invitation only and only senior people are added as members, since only they can make a significant contribution to the progress of the industry. We also have a ‘Young Professions’ membership to attract emerging leaders to be part of IAA. Once membership base is increased our influence on improving the outcome of advertising process, the business practices structure, compensation policies, etc will lead to a brighter future. ABOUT THE IAA The International Advertising Association (IAA) is a strategic partnership that addresses the common interests of marketing communications, advertisers, media companies, agencies, direct marketing firms and individual practitioners as well. The association’s India chapter, founded in 1991, aims toensure that brand building communications help consumers to make informed choices, and also encourages a healthy environment for the growth of globalisation in the Indian communications industry. Along with contributions from other associations the chapterhas been credited for the formation of the Advertising Standards Council of India (ASCI). Other special initiatives by the chapter include the CEOs Study Tour; showcase of the best in Indian advertising; and REACH seminars, which rovide insights on emerging trends in media and marketing. The Global Marketing Summit will take place in Mumbai on September 30. To register and for more details, email emily.boral@exchange4media.com Feedback: impactedit@exchange4media.com
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