IAA to reaffirm Dubai's position as regional media hub

Dubai: Dubai's position as the region's media industry hub will be reinforced as the world's top advertising brains gather in the city for their biggest conclave.

About 2,000 people from 67 countries are expected to attend the opening session of the International Advertising Association (IAA) Congress at the Dubai International Convention Centre tomorrow.

"It has taken us more than two years to prepare for this event," IAA UAE Chapter president Tanvir Kanji said.

Dubai made a successful bid in 2004 to become the host of the 40th IAA Congress, the biggest industry event internationally.

"In terms of participation, the Dubai event is going to be the largest of all IAA conferences so far held anywhere in the world," Kanji told Gulf News yesterday.

"Dubai is the most happening city in the world today. People are interested in seeing the phenomenal growth that has been achieved here in a short time," he added.

By hosting the congress Dubai hopes to get further exposure in the global business circles.

"Besides participating in IAA Congress sessions, the delegates will use the opportunity to network and explore business opportunities. People in the media industry will certainly be looking at setting up their businesses here," Kanji said.

Japan-based Dentsu, one of the world's biggest advertising agencies, plans to launch its operations from Dubai. Dentsu chief executive officer Tateo Mataki is among the IAA speakers.

A delegation from Taiwan will be visiting Dubai Media City to look at the infrastructure and other facilities available to foreign companies.

"Dubai's open business environment appeals to people," Kanji said.

The UAE has about 400 advertising agencies, but 90 per cent of the business is controlled by top 20 companies that include the world's leading names.

Advertising spending in the UAE was estimated to be $1 billion last year, a growth of 43 per cent over the previous year, Kanji said.

There will be 500 delegates attending the cong-ress from the UAE. Saudi Arabia and Egypt are other leading Arab participants with 200 and 150 delegates respectively, the IAA official said.

Lebanon, the hub of the Arab advertising industry before the civil war, can use the event to regain some of its lost industry status.

Kanji said the country remains important as it continues to have talent and production facilities.

There will be 80 delegates from Lebanon attending the meeting. China will be represented by an 80-strong contingent.

Participation from Asia could have been significantly higher, but many potential delegates were not prepared to pay high hotel tariffs during the busy season.

"We could easily have 3,000 participants, but a number of people from countries like India, Pakistan, Sri Lanka, Indonesia and China found Dubai hotels too expensive," Kanji said.

Discussing the challenges faced by the UAE advertising industry, he said getting and retaining talent was proving to be a difficult task.

"Hiring talented people from India is becoming difficult. The Indian economy is booming and professionals are reluctant to come here unless we offer them very high salaries. This is a challenge as costs of doing business in Dubai have escalated," he said.