International Advertising Association IAA Education Accredited Institutes Nurturing the Next Generation of Talent
TABLE OF CONTENTS About the IAA 3-6 IAA & Industry Issues 7-10 IAA s Education Track Record 11-13 Becoming an IAA Accredited Institute 14-18 Our Global Footprint 19-21
IAA MEMBERSHIP THE VALUE OF AN IAA MEMBERSHIP A positive global force in the ad industry. A balanced and objective role with governments. Dedicated to freedom of Commercial Speech. Unmatched networking opportunities. Resource for industry issues. Forum for knowledge sharing. Educational / training initiatives. An active grassroots membership. Key access in the world s markets.
THE IAA CHAIRMAN INTRODUCTION FROM MR. FELIX TATARU The IAA s education and professional development matter more than ever. We are working in a time of ongoing change in the marketing communications industry, including intensifying advertising restrictions, knowledge needs of unprecedented proportions and the collision of the old with the new! The IAA s diverse membership, unique global network, its credibility and connections are more valuable than ever to you. Support the IAA s mission and you are supporting the well-being of your own organisation s mission and the industry as a whole! Felix Tataru, IAA Chairman and World President
IMPORTANCE OF THE IAA THE IAA AS AN INDUSTRY NETWORK The IAA is a high profile platform for industry issues Advertising and brand communications are fundamental drivers of both businesses and economies. The IAA network organizes unique events worldwide that bring the international industry together and creates a forum for knowledge sharing and best practices, so essential to those doing business in today s fast changing environment. Marc Pritchard, Global Branding and Marketing Officer, Procter and Gamble Sir Martin Sorrell, CEO, WPP The IAA connects the global marketing communications industry The IAA Chapter network has thousands of members and hundreds of events collectively throughout the year that include key industry figures. The events typically share insights, issues, ideas and innovation. The IAA ensures both a responsible, but also best practice approach is uniformly shared and developed. Networking The IAA believes it is fundamentally important to facilitate the networking of our members to represent and share both their, and the industry s point of view; as well as further common business objectives.
PURPOSE & PRINCIPLES THE IAA ACHIEVEMENTS Government and self regulation What has the IAA achieved? The IAA defends the principles of freedom of speech, selfregulation and responsible advertising; and actively adds its name and resources to discourage unreasonable advertising restrictions or bans throughout the world, thereby driving and influencing a common position. The IAA Executive Committee and ad industry figures meet with PRC Vice President Li Yuanchao and other government officials at the conclusion of the 43 rd IAA World Congress in 2014. Former IAA Chairman and World President Faris Abouhamad pictured with Chinese Vice President Li Yuanchao. The IAA has played a key role in government legislative discussions around the world. It pioneered research to illustrate the role of responsible advertising to growing service economies. The IAA is able to represent the industry and its membership to government, NGO s and the media, working alongside the more specialized self-regulatory bodies. It is committed to the sharing of best practices. The IAA has its own dedicated volunteer officers in this area with a Vice President of Government Affairs. The IAA publishes issue related member communications, leaders and officers speak on these issues at industry events worldwide on behalf of the association. With the IAA s access, we meet government officials on a regular basis.
INDUSTRY ISSUES THE IAA AS A PLATFORM FOR INDUSTRY ISSUES What s Coming Next? To mark its seventy-fifth anniversary in 2013, the International Advertising Association presented What s Coming Next? - a one day international leadership forum of global knowledge, insights and networking. The forum focused on the key issues that are shaping the future of media, the latest insights in data, the role of agencies, the advance of research, the direction of creativity and the needs of marketers! Due to popular demand, in May 2015, the IAA returned to London for a follow up one-day What s Coming Next? Leadership Forum. IAA 75 th Anniversary Champion Awards, London.
INDUSTRY ISSUES THE IAA AS A PLATFORM FOR INDUSTRY ISSUES What s Coming Next? Africa Rising The New Consumer Generation In 2015, the IAA returned to the continent of Africa with the latest leadership conference in the What s Coming Next? theme. Held in Accra, Ghana, April 27th-28th 2015 Africa Rising The New Consumer Generation focus on the trends, insights, needs and aspirations of a billion people. Increasingly now the focus of global consumer demand - the conference navigated through the complex world of technology, consumer trend developments and the plans that brands have to do business in a sustainable but fast-growing region of the world. The Conference was opened by John Mahama, President of the Republic of Ghana (shown on the left with the IAA Executive Team)
INDUSTRY ISSUES THE IAA AS A PLATFORM FOR INDUSTRY ISSUES Chapter Activities and Seminars IAA Chapters throughout the network create their own forums for industry issues with events, seminars, training initiatives for IAA Young Professionals, business networking lunches, social evenings and charity fundraising. Some IAA Chapters have their own member communications newsletters and even publish commemorative books. IAA India Chapter Initiative to Stop Violence On Women. IAA Australia Chapter Unmarketing to Mums Business Briefing. Joe Ayache, Lebanon Chapter President, addresses the audience during the Chapter s 75 th anniversary celebration.
INDUSTRY INITIATIVES THE IAA AS A PLATFORM FOR GLOBAL ISSUES Hopenhagen In September 2009, UN Secretary-General Ban Ki-moon and the UN Department of Public Information sought the help of the global ad industry in promoting awareness of COP15. The IAA brought the CEO s and representatives of all the main global advertising agencies to a summit at the UN with the Secretary- General. The IAA spearheaded the strategic and creative engagements with agency teams. The project was undertaken entirely pro-bono. Hopenhagen was an ambitious project. Mainstream awareness of COP15 was almost non-existent and the economic crisis was pushing environment way down people s agendas. It was necessary to find ways to scale and collaborate to create a significant global impact on a compressed timeline which would result in inspiring a people s movement. The IAA global network and agency teams collaborated to develop a global pro-bono campaign across all media channels. The results: 350+ Media partners $197.9MM in reported media value (Total projected media value =$350-400MM)* 550MM media impressions reported (Total projected1b impressions)*
SUPPORTING EDUCATION SUSTAINING IAA EDUCATION PROGRAMS Education and training - investing in people! The IAA is playing an increasingly important role in education through its growing Accreditation Programs at 50 colleges and universities worldwide. At the under-graduate level an IAA Certificate of Course Completion is conferred by our Accredited Institutes. Tom Bernardin, CEO, Leo Burnett presenting at the Student Forum at the 42 nd IAA World Congress in Moscow. Furthermore, many professional development and post- Graduate programs are developed at the Chapter level. These programs include residential case history orientated programs, six month seminars and mentoring programs.
SUPPORTING EDUCATION SUSTAINING IAA EDUCATION PROGRAMS IAA Global Apprentice Program the latest initiative. The IAA Apprentice Conference was conceived to contribute to the much talked about challenges for the marketing and communications industry in attracting the best and brightest young men and women. The inaugural 2013 event brought together an array of junior and senior undergrad students as well as young industry professional delegates. The IAA team at the inaugural Apprentice Conference in Dubai, 2013. The two-day program includes presentations, discussions and workshops with regional and international industry practitioners, recruiters and clients where students had the chance to listen, practice, network and impress! The central idea with the IAA Apprentices Conference is to both enhance and empower graduating students with first-hand knowledge of real world industry practice and opportunities in the new communications landscape and to help them get hired. Recently renamed The Global IAA Apprentice Conference to highlight the conferences unique international point of difference, takes place in Dubai each November. ECU Lecturer David Smith engaging the audience.
SUPPORTING EDUCATION SUSTAINING IAA EDUCATION PROGRAMS Scenes from the IAA Apprentice Conference: ECU Lecturer David Smith s italk Workshop, aimed at developing students presentation skills. International students greeting one another in the Emirates Learning and Development Building reception area. Pictured above are students from France, Australia, Lebanon and Dubai.
SUPPORTING EDUCATION IAA ACCREDITED INSTITUTES Asia Pacific Africa/Middle East Europe - continued Latin America - continued Australia Canberra University Charles Sturt University Curtin University Edith Cowan University Royal Melbourne Institute of Technology University of the Sunshine Coast University of Technology Sydney Hong Kong Baptist University Korea KOBACO Advertising Academy Hallym University Malaysia Institute ACT Philippines University of Asia and the Pacific Egypt Alexandria University American University in Cairo Lebanon Notre Dame University South Africa AAA School of Advertising Saudi Arabia Jeddah College of Advertising - University of Business and Technology UAE American University in Dubai Zayed University Europe Austria FHWien Denmark DNCC Holland Hogeschool Utrecht SRM Aktiviteiten BV Hungary International Business School Israel College of Business / College of Management Academic Studies Italy Universita Cattolica del Sacro Cuore Switzerland SAWI Turkey Anadolu University Latin America Argentina Universidad Argentina de la Empesa Colombia University de Cali Universidad Pontificia Bolivariana Ecuador Universidad Casa Grande El Salvador Escuela de Comunicacion Monica Herrera Honduras Universidad Tecnologica Centroamericana - UNITEC Peru Instituto Peruano de la Publicidad Universidad Peruana de Ciencias Aplicadas UPC North America Emerson College France ESP Brazil Universidade Anhembi Morumbi
IAA COURSE ACCREDITATION GUIDELINES & PROCESS The IAA will accredit specialist undergraduate and postgraduate programs or courses that have the objective of preparing students for commercial communication careers. It is the course, not the university, college or tertiary institution that is accredited. Each accredited course is individually assessed and scored through a rigorous, benchmarked IAA education evaluation process ensuring an internationally recognised quality of content and teaching required by the global communications industry for its students and future young professionals. BENEFITS OF IAA COURSE ACCREDITATION International industry recognition of quality of course content Listing of institution and course on the IAA Global website Educational resources for classroom use Networking and interaction with the global IAA community The IAA Certificate of Course Completion awarded to approved graduates Profiling of accredited Academic Experts and their areas of relevant research Local IAA Chapter support promoting industry/academic engagement & collaboration IAA Young Professional support and mentoring opportunities for students.
IAA COURSE ACCREDITATION IAA GLOBAL ACADEMIC EXPERT DATABASE The IAA s global Academic Experts database connects industry members with key areas of academic research and publications extending the knowledge, thought, science and art of communications. This fully searchable section will be open to Academics of institutes with accredited courses and those who are Academic Members only. Application for course accreditation by the IAA follows a standard format. The basic guidelines and format for course accreditation and renewal operate on the fundamental principle of providing students with a balanced and well-rounded course of theoretical and practical study in commercial communications i.e. Advertising, Brand Management, Creative Services or Digital Media. The course structure is at the discretion of the institution however within the course, the IAA would expect a balance of theoretical engagement with practical assessments, work integrated learning and industry engagement which could include for example engagement with industry professionals as guest lecturers; real world assessment tasks; industry sourced case studies; study tours, work experience, professional placement or internships. It is unlikely in the opinion of the IAA that a formal course academic study in a specific communications discipline would be completed with less than 2 years full time study or its part time equivalent. The IAA expects that appropriate, contemporary and current teaching and learning resources such as a substantial catalogue of industry specific commercial communications literature including academic journals is available for students. Applications should include the academic, professional and practical industry credentials of the course teaching staff. Course Accreditation applications are accepted by email to the IAA Global Office with the outcome normally advised within 3 months following ratification by the IAA Board of Directors. The initial Course Accreditation is valid for a period of 5 years followed by a reaccreditation application that should detail any staff, structural or content changes to the course. For institutions that do not qualify or wish to have their courses accredited, the IAA offers Academic Membership through its Organisational Member category.
IAA COURSE ACCREDITATION IAA CERTIFICATE OF COURSE COMPLETION Students who complete an IAA Accredited Course are eligible to receive the IAA Certificate of Course Completion in conjunction with their recognised tertiary institution. Since 2000, more than 37,000 students worldwide have been awarded the IAA Certificate in Marketing Communications.
IAA COURSE ACREDITATION ACCREDITATION & RENEWAL FEES Accreditation Fee US$ 3,000 for 1 course, each additional course carries $500 fee Accreditation is valid for five years Annual Education Accreditation/Certificate Fee US$ 1,500 2,500 Fees are based on a sliding scale principle and are determined by the number of certificates requested each year as follows: US$ 1,500 for institutes conferring 25 or fewer diplomas annually US$ 1,750 for institutes conferring 26-100 diplomas annually US$ 2,000 for institutes conferring 101-200 diplomas annually US$ 2,500 for institutes conferring more than 200 diplomas annually Fees include issuing of Certificates personalized with each student s name and a unique hologram number, cost of shipping via standard US Post Office delivery (expedited delivery is available upon request and it carries an additional US$ 150 fee). Accreditation Renewal Fee US$ 2,500 for 1 course, each additional course carries $500 fee Applies upon re-accreditation every five years
CHAPTER NETWORK IAA CHAPTERS PER REGION Africa/Middle East Bahrain Egypt Ghana Iran Kuwait Lebanon Qatar Saudi Arabia United Arab Emirates Members also in: Cameroon Jordan Kenya Nigeria South Africa Asia Pacific Australia China India Japan Korea Malaysia Pakistan Singapore Sri Lanka Taiwan Members also in: Bangladesh Cambodia Hong Kong Indonesia Nepal Philippines Thailand Vietnam Europe Austria Denmark France Germany Hungary Italy Netherlands Poland Romania Russia Serbia Spain Switzerland United Kingdom Members also in: Germany Israel Slovenia Sweden Uzbekistan Latin America Argentina Chile Mexico Members also in: Brazil Colombia Dominican Republic Peru Paraguay Uruguay Venezuela North America New York
HOW TO REACH US IAA S DEDICATED EDUCATION TEAM For more information, please contact: Mateja Simic E mateja.simic@iaaglobal.org OR Diane Slade E diane.slade@iaaglobal.org IAA Global Office 33 West 19th Street Suite 423 New York NY 10011 United States of America T +1 (646) 619 1126 www.iaaglobal.org