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The 45th edition of the International Advertising Association (IAA) World Congress is
scheduled to be held in Penang from 06 to 08 March 2024 with the expected arrival of 2,000
delegates from 26 countries.Since 1938, the Association has built a strong global presence of over 4,000 members,
advocating key missions that among others, anchor on the promotion of commercial speech
freedom, challenging unwarranted regulations and creating industry forums to tackle issues
with a single global voice.

These objectives are also championed by UNESCO and the United Nations’ Sustainable
Development Goals, and by IAA’s Global Compass members such as Google, Facebook, Tik
Tok, CNN and BBC.

‘’Brand ReCode : Createch for Better Lives, Better World’ has been chosen as theme for
IAA’s 2024 World Congress, embodies the challenging times we live in and calls on brands
and businesses to fuse creativity and technology for good to create better lives and a better
world for all.

The theme aims to rewire brands, people and businesses through creativity and technology
in the areas of trade and industry, sustainable healthy living, experiential tourism and
education; with programmes curated around a panel of prominent speakers to deliver
impactful conference content, tech expos, board meetings and team buildings, award shows
and master classes.

“I am confident that the World Congress, which will see the gathering of experts from the
fields of advertising, marketing, the media and its companies, digital and public relations
agencies, education, as well as research firms, will stimulate even more opportunities for
investment to the State and in spurring greater economic growth,” said Chief Minister Chow
Kon Yeow during the press conference.

The 3-day event will also see an agenda of pre-Congress activities. “I am certain that this
3-day event with the wealth of knowledge from its distinguished speakers will spark an
impetus to recalibrate and re-strategise opportunities for more job creations and
employments locally.,” said Yeoh Soon Hin, the state executive councillor for Tourism and
Creative Economy.

Hosting the IAA World Congress in Penang will be a step in a new direction the State is
moving towards – in attracting events that are of high value and high impact, going beyond
their legacies  “The Penang Exhibition and Convention Bureau will be selective in the bidding and selection processes of future events, through which mutual benefits are gained by event organisers and the host destination, with the shared intent of creating high value and high impact events.,” said CEO Ashwin Gunasekaran.

The IAA World Congress is projected to generate RM12.553million of Estimated Economic
Impact to Penang, with an estimated RM1.5million in Room Fees to be collected over the
course of the event.

“It took over four years of intense effort against other more globally famous destinations and
pandemic disruptions before IAA Malaysia emerged victorious in the decision to host the
congress in Penang, Malaysia. It proves that the world is growing to recognise Malaysia and
Penang as destinations that are not only attractive in thousands of ways, more importantly,
are well equipped in all avenues to host events of world-class stature”, said John Doody
Chacko, Chairman of the 45th IAA World Congress and President of IAA Malaysia.

To complement its Malaysia Chapter, IAA aims to establish a Penang Chapter with Chief
Minister Chow Kon Yeow as its patron, to strengthen its presence through local and regional
events with strong support from the State Government, universities and local industries.