What's so special about the 40th International Advertising Association (IAA) World Congress in Dubai? For Joseph Ghossoub, the March 20 to 23 event will be very special, as he then takes over as president of the worldwide body. He explained to Jacob Joseph what the World Congress means for the region's industry and what he hopes to achieve during his leadership of the association.
"What we are facing now is a problem a lot of people would love to have. We have had a tremendous response to the World Congress and the only problem seems to be on how we can find time for every speaker we have invited. I was almost hoping for a few to drop out," Joseph Ghossoub explained with a content smile when asked about how the preparations for the 40th International Advertising Association (IAA) World Congress is taking shape.
Ghossoub served as vice-president of the IAA's UAE Chapter and was elected president in 1995. In 1996, he joined the IAA World Board and the IAA World Council.
During his tenure, he carried out innovations leading to his election as international vice-president and area director of the IAA-MENA, a post he has held since 2000. He played a major role in winning the bid to host the IAA's 40th World Congress in Dubai in 2006.
Motivate Publishing (the publisher of Gulf Business), Gulf News, CNN and Dubai Television and are the platinum sponsors of the event. Asked about their own $500,000 participation, Motivate Publishing's managing partner Ian Fairservice said: "We couldn't be happier. Motivate Publishing has been involved with the IAA since its inception in the emirates 26 years ago and has been a sponsor and official publisher for every major event organised by the association. This is a unique opportunity for us to showcase Motivate Publishing's products and services on our home ground to visiting delegates at the cutting edge of global advertising."
When asked whether the process of winning the bid for the UAE could be compared to the Olympics bidding process, Ghossoub humbly replied, "You can't compare it with winning an Olympic bid, but there was certainly a lot of hard work put in by a lot of people. At the end of the day, we are happy that we won, but now the challenge is a far greater one - to make sure that we live up to everyone's expectations."
Tanvir Kanji, president of the IAA UAE Chapter, said: "Since this is an international congress and will receive international media coverage, the importance of Dubai as the hub of advertising in the region will be reinforced once again. At least 80 per cent of the international delegates will be first-time visitors and will see for themselves the progress of Dubai. This will also have an impact on the region."
"Our objective is to stage the biggest and the best Advertising Congress ever. We have already confirmed a line-up of high-profile speakers and have planned elaborate social functions," Kanji added. "Now the emphasis is on attracting as wide an international delegate profile as possible."
The entire bidding process took more than two years and numerous presentations to various committees of the body. In the end, Dubai succeeded in winning the bid from Australia, Hungary, Croatia and Indonesia on the basis of its well-researched plans and organisational capabilities.
At the IAA World Congress in Beijing in September 2004, Ghossoub was nominated as the world president-elect. He will assume the position this year at the 40th World Congress in Dubai. "Over the last decade, the region and particularly Dubai, has seen a marked change in creativity through the line, both in terms of development and execution. You just have to see the vision to realise the amount of talent we see here. I am confident that when the world descends on Dubai for the congress, they too will see the immense potential we have in the region," said Ghossoub.
As CEO of The Holding Group (THG), parent company of Team/Young & Rubicam, Intermarkets Advertising, ASDA'A Public Relations, mediaedge:cia and Wunderman, Ghossoub is one of the Middle East communication industry's most prominent spokesman. The government of Dubai appointed him in 2003 as a member of the Dubai Media Incorporation, chaired by His Highness Sheikh Mohammed bin Rashid Al Maktoum, ruler of Dubai and UAE vice-president and prime minister.
Decorated with Lebanon's highest civilian honour in 2004, Ghossoub is a Knight of the Order of the Cedar, in recognition of his achievements and services towards promoting regional and international understanding and cooperation.
Delegates at the World Congress, which is being hosted under the patronage of Sheikh Mohammed, will be able to hear from over 30 of the world's most dynamic speakers and personalities. The line-up of speakers includes leaders in the advertising, marketing and media fields, political figures, captains of the world's largest corporations and award-winning authors.
The congress, which is scheduled in Dubai from March 20 to 23, 2006, has the apt theme 'Challenges of Change', and will include topics such as 'Getting ahead in the wired world', 'The role of conventional media in the changing world', 'Brand as people, people as brands' and 'Managing the creative agency'.
"You couldn't have asked for a better representation of the global advertising industry, and for this dynamic list of people to agree to participate is unprecedented. For our more than 2,000 expected delegates, it will be a great opportunity to hear from industry leaders during a time when the industry is going through tremendous change and demands for innovations," said Ghossoub.
When asked what his main priorities would be once he takes over as president, Ghossoub said: "It goes without saying that further development of our industry in this region will be one of my main priorities, others include promoting better understanding among publishers, advertisers and agencies." He added that the industry needs to develop a mechanism of self-regulation to inspire greater confidence among consumers in general.
"Africa is another area I want to work really hard on. The continent has tremendous potential but unfortunately, it has been ruined by years of conflict, corruption and neglect. I want to make a difference to this situation and will work with our Chapters to develop markets there and inspire talent," he added.
The congress is being organised by the UAE Chapter of the IAA, under the congress chairmanship of Mohammed Al Gergawi, CEO, Dubai Holding. The IAA has grown from a tripartite organisation (advertisers, advertising agencies, media) into a one-of-a-kind strategic partnership which champions the common interests of all enterprises involved in the branding process. The IAA UAE Chapter was founded in 1979 and has a membership base of 250. The Chapter is currently the largest in the world and has twice won the 'Golden Tulip' Chapter Award for Excellence, most recently for the period 2002-04.
Ghossoub was quick to point out the role by neighbouring IAA Chapters in the region in the success of the Dubai bid and the support so far. "This is not just for the UAE - this is for the region and our colleagues in Bahrain, Qatar and across the region have played a key role in making sure that everything goes according to plan and the event is a success."
Asked if he believed that there is a possibility for Qatar or Bahrain to host the World Congress in the future, Ghossoub replied, "Definitely. You have to understand that we are one of the most exciting markets to be in right now and there is definitely a chance that this region will host the event again within the next 10 years."
The IAA is the only global partnership of marketing communications professionals and draws its members on a local, regional and global scale. The membership comprises enterprises and individuals committed to brand-building. Headquartered in New York, the IAA currently has over 75 Chapters worldwide from Argentina to Australia, from China to Chile.
The 40th IAA World Congress will play host to the largest regional creative gatherings. Industry powerhouses such as BBDO, Euro RSCG, FCB, Leo Burnett, Ogilvy, UM7 and Young & Rubicam have all signed up to participate in a special industry exhibition section next March. The congress is also supported by Dubai Media City, the Dubai Chamber of Commerce, Dentsu, Emaar, MBC TV, The Choueiri Group, BBC World, Dubai Duty Free, Khaleej Times and FedEx.
An exhibition is being held in parallel with the congress, at the Dubai International Convention Centre, from March 20 to the 23, and will offer a unique business-to-business opportunity through which agencies can demonstrate their creativity and highlight case studies of award-winning work.
© Gulf Business 2006
