Penang gears up for the 45th IAA World Congress

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Penang gears up for the 45th IAA World Congress

In the dynamic landscape of global marketing and communications, the International Advertising Association (IAA) World Congress stands out as a venerable legacy, shaping industry discourse since its inception in 1938. This biennial event, held in major cities worldwide, including New York, London, Paris, Tokyo, Sydney, Beijing, Dubai, Moscow, and most recently in Kochi, India has become a hallmark of innovation, knowledge exchange, and celebration within the advertising fraternity.


IAA Malaysia and the picturesque state of Penang are set to host the 45th IAA World Congress from March 6-8, 2024. This milestone not only underscores the global significance of the event but also positions Malaysia as a focal point for discussions on sustainability, diversity, equity, inclusion (DEI), and Environmental, Social, and Governance (ESG) principles. The congress also expands its impact into the domains of technology and artificial intelligence (AI), acknowledging them as crucial catalysts for transformation across various industries, and illustrating how the synergy of creativity, compassion, and technology can construct substantial brand value. This transformative process aims to turn brands into impactful forces for positive change.

“In collaboration with the UN, Google, META, BBC News, Media Prima, ANA, WARC, Brand Finance, Cannes Lions, and SeeHer, we partnered on a global, industry-wide CMO Growth agenda for the upcoming Congress in Penang on March 6-8. This marks the first time we’ve worked together with the largest and most influential industry bodies from around the world to launch one global framework to Re-Code Brands by positioning sustainability, AI, creativity, and DE&I as incremental growth drivers.” quoted Sasan Saeidi, the IAA Chairman and World President.

The IAA World Congress is renowned as the largest gathering in marketing and communications technology, encompassing diverse facets such as marketing, media, creativity, communication, technology, and education & professional development. Its upcoming edition in Penang promises to be a melting pot of ideas, insights, and innovations.

“IAA Malaysia and Penang proudly stand as the hosts for the groundbreaking 45th IAA World Congress, a historic event that marks the first of its kind in South East Asia. Under the overarching theme, “Brand: RE-CODE, for a Better World, Better Life,” this Congress is not just a convergence of ideas but a celebratory moment, commemorating the 85th Anniversary of IAA Global, the 30th Anniversary of IAA Malaysia, and International Women’s Day” said John D Chacko, the President of IAA Malaysia and Chairman of World Congress.

Attendees will have the opportunity to connect with peers from the global advertising industry, fostering collaborations and partnerships that transcend borders. With expert insights shared by industry stalwarts during enlightening sessions, talks, and interviews, participants can gain a deep understanding of current trends and future trajectories.

The Congress places a special emphasis on sustainability, AI as a force for good, diversity, equity, and inclusion (DEI), showcasing how these principles are not just theoretical concepts but driving forces propelling brands forward in the modern landscape. Moreover, attendees will find inspiration from leaders actively shaping the future of marketing and communication, providing valuable insights into industry best practices.

The Congress is set to be the stage for valuable and on-trend insights, featuring a stellar lineup of 30-plus C-suite speakers ready to delve deep into its compelling content. The roster includes luminaries such as Simon Cook, Chief Executive Officer of LIONS, Cannes Lions, WARC, Contagious, and Equity Pricing, as well as Sasan Saeidi, the Chairman and World President of IAA. Among the distinguished experts are Caroline Yap, the Global Managing Director of AI Business and Applied Engineering at Google Cloud, Laura Maness, the Global CEO of Grey, Maher Nasser, Director Of The Outreach Division at the United Nations, Daryl Lee, the Global CEO of McCann WorldGroup, and David Haigh, Founder & CEO of Brand Finance. This extraordinary gathering of thought leaders ensures an exceptional and impactful experience at the Congress.

Recognising the importance of professional development, the Congress is fully HRD Corp claimable under the public conference scheme. Last December, a strategic Memorandum of Understanding (MOU) was exchanged between John D Chacko, President of IAA Malaysia, and Mr. Soffian Mohammed Amin, Chief Programmes Officer of HRD Corp. This significant event was witnessed by The Honourable Wong Hon Wai, Executive Councilor for Tourism and Creative Economy, and Ashwin Gunasekeran, CEO of PCEB, reinforcing the collaborative spirit of the industry.

This partnership’s streamlined process ensures a smooth and cost-effective participation experience. Organisations can seamlessly manage their delegates ‘ attendance logistics with direct debiting from the company’s levy account and no upfront payment required. Malaysian participants can enjoy daily allowances of up to MYR 400, flight ticket reimbursements, and the added benefit of HRDC claimables. This transformative approach transforms the Congress into more than a knowledge-sharing platform; it becomes a strategic investment for companies, ensuring that participation transcends learning and becomes a proactive step toward shaping the future of businesses and industries.

For further information on the Congress, visit For queries on registration via the HRD Corp Claimable Courses Scheme, kindly contact Amy Chia at