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International Advertising Association

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International Advertising Association (IAA)
FormationApril 9, 1938 at the Harvard Club of New York
HeadquartersNew York
Websitehttps://iaaglobal.com

The International Advertising Association (IAA) is a global association that represents marketers, ad agencies and mass media that carries advertisements. The association was founded in New York City in 1938 and now its headquarter is there. It went through its globalization process until 1953 by joining 15 advanced industrial countries and now maintains the chapters in 77 countries.[1][2]

History[edit]

The association was founded on April 9, 1938 at the Harvard Club of New York by Thomas Ashwell, publisher of Export Trade & Shipper magazine, and 12 other advertising industry managers. Initially known as the Export Advertising Association, the association's goal is to exchange information about successful practices in international advertising.

In 1954, the association adopted its current name.[3][4][5]

IAA as an international industry association positions itself as a platform for advertising industry issues, and as an organization that protects and advances the freedom of commercial speech, responsible advertising, consumer choice, and the education of marketing professionals by researching and providing advertising regulation literature in many countries of the world.[6][7][8] The International Advertising Association has conducted and summarized surveys over the years, on culturally sensitive topics such as the relative use and permissibility of "sex and decency" in advertisements.[9]

The IAA Timeline[10][edit]

1938: IAA is born out of a luncheon involving 12 export advertising executives at the Harvard Club of New York organized by Thomas Ashwell, publisher of the Export trade & shipper magazine

The IAA Logo during 1938-1945
The IAA Logo during 1945-1953

1953: IAA shows exponential growth in members; 1160 members globally with 600 of them outside USA

1955: First IAA conference to be held outside USA; Zurich becomes host to the historic event

1957: Second IAA conference to be held in Europe, efforts to promote advertising self-regulation initiated at the conference in IAA Hague

1960: First Latin American conference organized in Venezuela

1964: First Young professional group formed by IAA in Venezuela. Dr. Rudolf Farner of Switzerland was elected as the first non-U.S. IAA World President

1973: First White Paper of IAA titled 'The Global Challenge of Advertising' is presented at the World Congress in Dublin in 1973. The paper recognized new urgencies, demanded new accomplishments and insisted that the IAA assume a role of world leadership in certain sectors of concern to marketers everywhere

1979: IAA starts its public service advertising program and staged the first ever World Public Service Advertising symposium in Brussels

The IAA Logo during 1953-1970
The IAA Logo during 1970-2007

1980: The IAA Education Program gets conceptualized and announced at the 1980 IAA World Congress in Durban. IAA finishes the decade 1980-1989 with 2,700 Individual Members in 74 countries with 36 Chapters. 82 Corporate and 28 Organizational Members

1991: The IAA launches ‘The Case for Advertising’, a worldwide Campaign for Advertising, a first-ever, all-media, pro-bono effort to explain the value of advertising to consumers (individuals and governments) and its benefit in our daily lives. The campaign receives over $US840 million in pro-bono space and time worldwide, in over 220 countries and territories

1994: IAA commissions study to analyze economic contribution of advertising to a country’s economy and results of the study get presented to government, bureaucrats, the media and the marketing communications business in 15 countries

1999: IAA finishes the millennium with 4,600 members in 93 countries, with 61 Chapters, 98 Corporate Members and 64 Organizational Members. Diversity of membership gets well spread out with 40% in Europe, 21% in Asia/Pacific, 18% in Middle East/Africa, 11% in Latin America & the Caribbean and 10% US/Canada

2005: IAA sustainable development initiative gets kick-started, an annual competition in which teams are challenged to develop an ad campaign on social/ environmental issues

2009: IAA creates “Hopenhagen” campaign representing the global advertising industry’s support of the United Nations Climate Change Conference. The website, www.Hopenhagen.org, gets 6,172,820 citizens globally to add their messages of hope and the campaign has $197.9MM in reported media value with a reach of 50+ countries

2009: IAA introduces the Digital Download Forum Series which was created to make key industry professionals share their views and expertise on the digital/online industry. The forums were presented in several key markets across the world

The IAA Logo during 2007-2018

2010: InterAd Competition gets relaunched, client-sponsor Canon providing the funding

2010: IAA holds its 42nd World Congress at the historic Moscow Kremlin. 1,200 delegates from over 40 countries attend the event and it ends up as one of the largest ad industry gatherings of the year

2013: IAA celebrates its 75th Anniversary with a Global Leadership Forum in London, ‘What’s Coming Next?' featuring the global road map of industry trends, issues and opinions. Industry forecasts, consumer engagement, the outlook for ongoing media disruption, winning creativity etc. form the main topics of discussion. IAA ‘Champion’ awards gets initiated and is presented to key members from previous decades who had contributed their vision, leadership and services to the advancement of the IAA locally and globally

2014: Beijing hosts IAA's 41st World Congress with the Gala opening event being held at the historic Great Hall of the People in the presence of China's leading dignitaries. Over 1,400 delegates from 45 countries attend the event to hear world leaders and experts provide intelligence on industry issues, developments and future directions

2015: IAA Inspire Awards is conceptualized to celebrate ‘Champions’ and ‘Young Leaders' who accomplished leadership excellence and contributed their vision, ideas, and services to advance the IAA and enhance the marketing communications industry locally, regionally and globally

2015: IAA conducts the Africa Rising conference; the first of its kind to bring together the advertising and marketing communications practitioners working in or doing business with Africa. Speakers from Unilever, Diageo, Coca Cola, SAB Miller, Bata, Zenith Optimedia, Starcom Mediavest, Google, Bharti Airtel, Omnicom Group, P+G, Reckitt Benckiser, Stanbic Bank, MTN, the United Nations. grace the occasion and make the event a grand success

The IAA Logo since 2018

2018: IAA celebrates its 80th Anniversary by launching a new logo and a new value proposition as ‘The global compass of marketing communications’ rededicating itself to serve the brand marketing industry. The event also inaugurates the IAA Golden Compass Awards which hailed visionary leaders for guiding their organizations through today’s era of disruption and inspiring the industry at large by their achievements of global impact [10]

Role and priorities[edit]

The association encourages self-regulation to keep advertising "legal, decent, honest and truthful", and it advocates increasing consumer choice and freedom of commercial speech.[3] It is also a forum where advertising and marketing industry professionals discuss issues and concerns in diverse environments. The IAA supports internship programs for youth exploring job opportunities in the industry, as well as pro bono advertisement campaigns on global themes such as its "Give a Kid a Hand" campaign in 1998.[3]

Meetings, awards and standards[edit]

The IAA organizes the biennial World Advertising Congress, a worldwide meeting of advertising professionals. The association also holds regional conferences wherein key speakers from the regional markets are invited to participate.[3] At these events, it also honors individuals in the advertisement industry and in the mass media who have made significant positive impact on the mission and priorities of the International Advertising Association.[3] The IAA has developed accreditation standards for advertising diploma programs in 35 countries, and these standards were the basis for 1-year courses in some 50 institutes as of 2014.[4]

Literature[edit]

The IAA publishes an annual report, a membership directory as well as periodic literature authored by scholars in academia that is aimed at keeping its stakeholders informed about changing laws, issues and perspectives on advertisement and marketing.[3][11]

The IAA started publishing monographs on international advertising in the 1980s, in particular about regulations and self-regulation initiatives in each country.[4] The association's literature on relative perception of similar advertisements in different cultures and regional regulations is one of the most comprehensive, states Gordon Miracle.[6] For example, the Jean Boddewyn surveys and publications sponsored by the IAA on issues such as "sex and decency" in advertisements show a wide relative variation. The top regional concerns vary, according to these IAA studies, ranging from the ads being generally received as "tasteless", or "sexy", or "sexist", or "objectification of women", or "violence against women" depending on the surveyed country.[12] The IAA monographs are in use by the advertising industry professionals and as teaching materials in the academic community.[4]

Structure[edit]

The IAA operates at three levels: central, regional and national/local (chapters), each of which operate with considerable autonomy.[13][14] In addition, it has a number of worldwide officers, which are crucial to the running of the IAA. It has three important bodies that are crucial to the running of the organization: the board of directors, the executive committee and vice-presidents.[15] There is a complete list of the IAA past presidents and chairmans since 1938.[16]

The IAA Board of Directors[edit]

The IAA Board of Directors is the IAA’s main governing body, making major decisions on the strategy and future direction of the Association. The Senior Vice President, the Secretary and Treasurer are elected by the IAA World Board, representing the worldwide membership, every two years, when the current Senior Vice President succeeds as Chairman and World President. The Board meets at least one time a year. [15][17]

The IAA Executive Committee[edit]

The IAA Executive Committee is a body that presents major strategic recommendations for the Board’s approval. The Executive Committee meets quarterly in the name of the Board of Directors.[15][18]

Vice Presidents[edit]

In addition to the officers on the Executive Committee and the Board of Directors, the Chairman and World President also appoint a number of Vice-Presidents who are responsible for a variety of portfolios.[15][19]

Regional level[edit]

The Association is split into five worldwide regions, with an elected Vice President/Area Director (VP/AD) in each. The Vice President/Area Director is a key role; it is the catalyst for the region. VP/ADs work closely with the Presidents of the local Chapters, their officers and committees through regular contact and visits, stimulating local/national events and activities and coordinating regional events in line with the IAA's mission.[15][20]

The IAA, states Jones, had over 5,300 individual members and 97 corporate members in 95 countries by 1999. A majority of its membership is from the developed economies, the second largest group of members were from Asia and Pacific region, while the Middle East, Africa and Latin America accounted for the remaining.[3]

Campaigns and controversies[edit]

In 2009 the "Hopenhagen"-campaign was created by the IAA in support of the United Nations Climate Change Conference (COP15). In the interest of the entire industry it has through its chapters launched various pro bono campaigns illustrating the role of marketing communications to economies.[21][2]

The close connections and collaboration of IAA – as well as other advertising industry organizations such as the European Association of Advertising Agencies – with the tobacco industry has been controversial.[22]

References[edit]

  1. ^ THE MEDIA BUSINESS: Advertising; International Trade Group Reorganizes, The New York Times, Randall Rothenberga, (APRIL 9, 1990)
  2. ^ a b "IAA launches the case for advertising - International Advertising Association". Adforum.com. 2014-02-20. Retrieved 2017-07-11.
  3. ^ a b c d e f g John Philip Jones (2000). Advertising Organizations and Publications: A Resource Guide. SAGE Publications. pp. 159–167. ISBN 978-1-4522-2186-1.
  4. ^ a b c d Hong Cheng (2014). The Handbook of International Advertising Research. Wiley. pp. 10–12. ISBN 978-1-118-37845-8.
  5. ^ International Advertising Association - Our History, International Advertising Association (2014)
  6. ^ a b Miracle, Gordon E. (1984). "An Assessment of Progress in Research on International Advertising". Current Issues and Research in Advertising. 7 (2): 135–166. doi:10.1080/01633392.1984.10505367.
  7. ^ "'The Case for Advertising' - IAA pitches ads as vital public service in global campaign". Marketing Magazine. 2014-02-23.
  8. ^ "IAA GLOBAL", The IAA Detailed History
  9. ^ Boddewyn, Jean J. (1991). "Controlling Sex and Decency in Advertising around the World". Journal of Advertising. 20 (4): 25–35. doi:10.1080/00913367.1991.10673352.
  10. ^ a b "IAA | OUR HERITAGE". www.iaaglobal.org. Retrieved 2024-06-07.{{cite web}}: CS1 maint: url-status (link)
  11. ^ Charles S. Mack (1991). The Executive's Handbook of Trade and Business Associations. Greenwood. pp. 191–194. ISBN 978-0-89930-531-8.
  12. ^ Barbara Mueller (2011). Dynamics of International Advertising: Theoretical and Practical Perspectives. Peter Lang. pp. 314–316. ISBN 978-1-4331-0384-1.
  13. ^ Mack, Charles (1991). The executive's handbook of trade and business associations : how they work, and how to make them work effectively for you. New York: Quorum Books. p. 192. ISBN 978-0-89930-531-8.
  14. ^ "IAA GLOBAL". www.iaaglobal.org. Archived from the original on 2013-04-17.
  15. ^ a b c d e "IAA | HOW WE OPERATE". www.iaaglobal.org. Retrieved 2024-06-07.{{cite web}}: CS1 maint: url-status (link)
  16. ^ "IAA GLOBAL", The IAA list of past Presidents, Chairmen, Conferences
  17. ^ "IAA GLOBAL", The IAA Current Board of Directors Directory (2022-2025 Term)
  18. ^ "IAA GLOBAL", The IAA Current Executive Committee Officers Directory (2022-2025 Term)
  19. ^ "IAA GLOBAL", The IAA Current Vice Presidents' Directory (2022-2025 Term)
  20. ^ "IAA GLOBAL", The IAA Current Vice President/Area Directors' Directory (2022-2025 Term)
  21. ^ "The Case for Advertising". Welcome to IAA Global. Retrieved 2017-07-11.
  22. ^ Neuman, Mark; Bitton, Asaf; Glantz, Stanton (2002). "Tobacco industry strategies for influencing European Community tobacco advertising legislation". The Lancet. 359 (9314). Elsevier BV: 1323–1330. doi:10.1016/s0140-6736(02)08275-2. PMID 11965294. S2CID 30638673.

Literature[edit]

  • Wolfgang J. Koschnick: Standard Dictionary of Advertising, Mass Media and Marketing. de Gruyter, S. 229

External links[edit]

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