IAA to host 45th World Congress in Penang, Malaysia

By Zion Rufus

In a historic moment for South East Asia, the International Advertising Association (IAA) has announced that the 45th IAA World Congress will be hosted in Penang, Malaysia from March 6-8, 2024.

This prestigious event, renowned as the largest marketing and communications technology gathering globally, will emphasize sustainability, diversity, equity, inclusion, and ESG (Environmental, Social, and Governance) as the central pillars of its discussions.

The IAA World Congress, a legacy since 1938, takes place every 2-3 years in major cities around the world, including New York, London, Paris, Tokyo, Sydney, Beijing, Dubai, Moscow, and more. However, 2024 marks the first time this eminent event will grace the shores of South East Asia, with Penang serving as the illustrious host.

The theme for the 45th IAA World Congress is “Brand: RE-CODE, for a Better World, Better Life.” The event will be an opportunity for global leaders and professionals in marketing, media, creativity, communication, technology, and education to converge and discuss innovative ways to reshape brands and businesses for a more sustainable and inclusive future.

Professor John D Chacko, President of IAA Malaysia and Organising Chairman of the 45th IAA World Congress, expressed his excitement at hosting this significant event. He stated, “IAA Malaysia and Penang are proud to be the hosts of the 45th IAA World Congress, a first in South East Asia. This congress will be a celebration of the 85th Anniversary of IAA Global, the 30th Anniversary of IAA Malaysia, and International Women’s Day, making it an occasion of great significance.”

Penang, known as a “silicone island of the East,” is not only famous for its technological advancements but is also a UNESCO World Heritage site. The city boasts a rich blend of diversity, heritage, arts, and culture that permeates every aspect of society. This vibrant and culturally enriching backdrop sets the stage for a Congress that will not only enlighten but also invigorate the attendees.

The 45th IAA World Congress is expected to draw over 1200 attendees, featuring more than 25 renowned speakers, and welcoming over 40 global compass and corporate members. The event will include thought-provoking masterclasses and educational programs, grand gala dinners, mesmerizing cultural performances, and an awards show recognizing outstanding achievements in the industry.

Among the highlights will be the celebration of International Women’s Day, emphasizing the empowerment of women in the marketing and communications fields. This focus on gender equality aligns perfectly with the broader themes of sustainability and inclusion that the Congress aims to address.

Attendees will have the unique opportunity to immerse themselves in the enchanting environment of Penang, where the allure of its heritage and culture harmoniously coexists with the contemporary world.

The Congress promises to offer a once-in-a-lifetime experience to all participants, as they learn from industry experts, collaborate with like-minded professionals, and explore the charm of this remarkable destination.

As the countdown to March 6, 2024, begins, the global marketing and communications community eagerly awaits the transformative discussions and groundbreaking ideas that will emerge from the 45th IAA World Congress. For those passionate about sustainability, diversity, and a better world, this event is undoubtedly not to be missed.