Congress date for Dentsu boss

The boss of Japanese advertising conglomerate Dentsu is to make an unprecedented appearance at next year’s International Advertising Association World Congress in Dubai, Campaign can reveal.

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By  Tim Addington Published  October 23, 2005

The boss of Japanese advertising conglomerate Dentsu is to make an unprecedented appearance at next year’s International Advertising Association World Congress in Dubai, Campaign can reveal. Tateo Mataki, chief executive officer at Dentsu, which made a massive US$2.9 billion profit last year, will make a speech at the three-day congress — the first time he has spoken publicly outside of his native Japan. The company, which dominates its domestic market with control of nearly 50% of commercial TV airtime, recently entered into a joint venture with KSA ad network Drive Communication. With less than five months to go until the congress, Joseph Ghossoub, world president elect for the IAA and CEO at Dubai-based The Holding Group of companies, said they had been inundated with requests to speak at next March’s event. More than 3000 delegates from across the world are expected to attend the congress called ‘Challenges of Change’, including CEOs from five of the world’s top seven advertising agencies. Confirmed speakers include former Spanish Prime Minister Jose Maria Aznar, Susannah Outfin, CEO at Carat International, Tom Bernardin, CEO of Leo Burnett Worldwide, Jack Klues, chairman and CEO at Starcom Worldwide and Jim Stengel, global marketing officer at Procter & Gamble. Sir Martin Sorrell, CEO of the WPP network, Andrew Robertson CEO at BBDO Worldwide and Fouad Siniora, Prime Minister of Lebanon, are also expected to attend. “We have more speakers than we can accommodate,” said Ghossoub. “And we are getting requests to fit more speakers in. We are trying to come up with a schedule that will fit everyone in.” And Ghossoub, who will take up the two-year presidency of the IAA shortly before the event, promised: “This IAA World Congress will be one of the best, if not the best the IAA has ever seen. It is happening in Dubai, it has to be better.” A regional and international advertising campaign, including television commercials, will be rolled out from November’s AdAsia conference in Singapore. Ghossoub will lead a delegation of 15 people to the event to help promote the World Congress. A series of road shows will also be held across the Gulf, Europe and Asia to raise awareness. “I want to urge everyone in the industry not to miss the opportunity of a lifetime,” said Ghossoub. A series of committees were established to help organise the massive event after Dubai was awarded the congress last year. The 40th IAA World Congress will be held at the Dubai International Exhibition Centre from 21 to 23 March next year.

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