IAA UAE plays host to industry bright sparks

Speaking at an industry networking event, hosted by the International Advertising Association (IAA), UAE chapter, Chidiac expounded the view that there has never been a greater need for a company's brand to enthuse and motivate its customers.

Chidiac said:

"There is so much talk about creativity. But we need to focus that creative effort to identify opportunities to deliver tangible benefits, for the consumer, beyond those intrinsic to the product. As an industry we need to be asking ourselves are we helping our clients to brand their products and services in a way that makes a marked difference for consumers, and the things that affect their lives?"

Chidiac, sites Dove, through its campaign for real beauty, as a brand that has whole heartedly embraced the concept of positively emoting and/or educating their customers.

Chidiac believes that finding and communicating this greater brand purpose motivates consumers to take actions; beyond choosing to buy the product or service, or using word of mouth to make peer group referrals.

"In effect this call to action arises when the consumer is moved by the brand message. The resulting actions, which maybe educational, environmental or social, create increased brand visibility and essentially consumers become walking advertisements for the product or service," explains Chidiac. "This saves the business considerable revenue by reducing advertising and marketing spend and encouraging customer retention and therefore creates value at every level."

The event, sponsored by Wunderman and attended by a broad spectrum of industry professionals and media, marks the beginning of a comprehensive IAA programme of networking, speaker sessions and master class training.

Lance de Masi, President of the IAA UAE chapter, explained:

"The IAA offers a platform to engage, debate and shape issues of relevance to the industry and the wider business community."

"Specifically, our networking series - of which last night was the kickoff - is not only an opportunity to meet old and new faces, but to stay attuned to current thinking and the latest in best practices," he added.