67 countries at IAA, Dubai

HH Sheikh Mohammed Bin Rashid Al Maktoum and Joseph Ghossoub at the ribbon cutting ceremony

Joseph Ghossoub with the Former Spanish Prime Minister Jose Maria Aznar at the IAA World Congress in Dubai

IAA Chairman and World President Joseph Ghossoub announced the record-breaking numbers in his inaugural address on the first day of the Congress, which was inaugurated by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

Welcoming the speakers, delegates and other guests on behalf of HH Sheikh Mohammed, His Highness Sheikh Ahmed Bin Saeed Al Maktoum, President of the Department of Civil Aviation and Chairman and CEO of the Emirates Group, called on the regional and international industry representatives present to begin a dialogue to discover and communicate an accurate image of the Arab world.

"We are certainly more connected than ever before, but the challenge that faces us now is to use those connections to the best of our ability and for the good of us all," Sheikh Ahmed said.

"As recent events show, we can no longer afford to presume the world knows who we are and what we stand for. We have to develop our image, one that accurately reflects who we truly are and what we do here. We have to channel that image, to ensure it reaches as many people as possible. And then we have to listen."

In the current geo-political climate, he added, Dubai is the perfect place to address the 2006 Congress theme: 'Challenges of Change.'

"It seems the more we develop as an international city, the more we become part of the global village," Sheikh Ahmed said. "This is truly an auspicious day for Dubai as it marks the beginning of a conversation between you, the global communications experts, and us, a people and a land that want to engage with the world."

Joseph Ghossoub, the new IAA Chairman and World President, echoed Sheikh Ahmed's comments in his inaugural address.

In the same boat...

"Some of the most important people in the communications world are here with us during this 40th IAA World Congress - the leaders of the biggest and most influential agencies, media companies and publishers and thought leaders from civil society," Ghossoub said. "But like in Noah's Ark, we are all in the same boat: We are all equals here in terms of the contribution we can make to our industry and to the global community outside this convention centre."

The IAA and Dubai and the Arab world have a great deal in common, Ghossoub continued, beginning with a mutual need to reinvent themselves.

"What Dubai and the UAE have quickly learned is that they and the other progressive nations in this region need to connect more fully and be more attuned to the current realities of the modern world," he said. "Similarly, the IAA needs to reach out and move faster with the times, to re-brand and stay relevant to its membership."

Both entities also have to respond quickly and effectively to the rapidly changing face of technology and the burgeoning youth market, he said.

The new IAA Chairman and World President said his priorities for the coming years include making the IAA more relevant for industry members and restoring it to the days when publishers, agencies and clients sat together as colleagues; bringing the public relations, direct marketing, research firms and other communications industries under a single IAA umbrella; strengthening education and professional development initiatives; pushing for greater self-regulation and responsible advertising; and raising the IAA's profile around the world.

"With your help, I want to redefine the role, the position and the goals of the IAA, to make our voice in the industry a clear one by taking positions on major issues such as sustainable development, corporate social responsibility and responsible marketing," he said.

Bridge

With the world's eyes on Dubai due to the congress, his presidency and recent international events, Ghossoub concluded, the time is right for the IAA to take on role of a bridge between cultures.

"This presidency is not mine alone, but a beacon for the Gulf, the Middle East, and an opportunity for all who practice in the region to talk to the world, and an opportunity for all my colleagues from around the world to talk to us," he said. "If we use this opportunity properly, we can be in much better shape than we are at the moment."

The opening session of the 40th IAA World Congress and Exhibition also featured addresses from a number of high-profile speakers including Jihad Azoour, Finance Minister of Lebanon; Jose Maria Aznar, the former prime minister of Spain; and Tateo Mataki, CEO of Dentsu, one of the largest advertising agencies in the world.

The 40th IAA World Congress and Exhibition continues until Thursday, March 23, 2006.

The International Advertising Association (IAA) has grown from a tripartite organization (advertisers, advertising agencies, media), into a one-of-a-kind strategic partnership which champions the common interest of all enterprises involved in the branding process.

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 IAA UAE Chapter was founded in 1979 and has a membership base of nearly 250. The Chapter is currently the largest chapter in the world and has won the Chapter Award for Excellence twice.

For more information on the IAA, please visit www.iaaglobal.org.