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The International Advertising Association has launched a global public service communications initiative to demonstrate to consumers and governments, the vital role of marketing communications to all economies.
The first outdoor advertisements of 'The Case for Advertising' campaign was installed at Kingsford Smith International Airport and downtown Sydney, Australia, and is set to roll out in other countries.
In making the announcement Faris Abouhamad, IAA Chairman, stated, "As the only global partnership of advertisers, agencies, media and specialised services, the IAA has undertaken large pro bono communications programmes before - most notably Hopenhagen - the IAA's climate change initiative for the United Nations COP 15, which was the largest ever such initiative of its kind.''
The new IAA 'Case For Advertising' campaign focuses on many of the core benefits that are deeply rooted in marketing communications, he added, that advertising promotes choice; educates; informs; supports the arts, entertainment and sports; and often contributes to the costs of providing news and information.
The campaign builds around the statement 'Advertising. Your Right To Choose'. The campaign focus is for consumers and governments to understand the value of advertising in its many forms, including sponsored content.
"It comes at a time when the ad industry is under ever greater scrutiny by governments and policy makers and often on the defensive. The message is strong, and the objective is clear, that consumers do have the right to choose," noted Michael Lee, IAA, Managing Director.
Australia was selected as the launch market for the Case for Advertising to coincide with the 75th IAA Anniversary Leadership Forum - What's Coming Next? being held in Sydney by the IAA's Australia Chapter on February 18.
Incidentally, the first edition of the IAA India Chapter's `IAA Conversations' featured spiritual leader Sadhguru Jaggi Vasudev and Ogilvy and Mather's Executive Chairman, Piyush Pandey.
amritanair.ghaswalla@thehindu.co.in
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