Dubai event breaks record

Dubai: The culmination of two years of preparations for the 40th Annual Advertising Association World Congress in Dubai was reached yesterday.

More than 2,000 international delegates from at least 67 countries attended the three-day event, breaking all previous attendance records.

"Dubai has done a tremendous job of presenting itself, and the IAA congress is a reflection of that," said Michael Lee, the latest Past President of the IAA.

"Beijing 2004 set a new standard, but Dubai 2006 has set a new bar," he added.

The congress, which was inaugurated by His Highness Shaikh Mohammad Bin Rashid Al Maktoum, UAE Vice-President and Prime Minister and Ruler of Dubai, ran from March 20 to 23 at the Dubai International Convention Centre.

"With over 2,000 delegates, this feels like the UN of communications," said Joseph Ghossoub, IAA World President.

The 40th IAA Congress provided industry professionals an opportunity to network and hear debates on various industry challenges and future visions.

Under the theme "Challenges of Change" delegates heard speeches on the current status of the advertising industry on a global scale as well as focusing on local and emerging markets.

According to Richard Pinder, president of Leo Burnett Europe, Middle East and Africa, this region is growing by "extraordinary rates."

"We have seen a wonderful curve of growth in the Middle East, the quality of creativity is rising fast and it has become a highly competitive market," he added.

John Pallant, EMEA Regional Creative Director for Saatchi & Saatchi, said Dubai was a prime example of how ideas can expand the geographical boundaries.