IAA | Leaders view 2024 forecast

Each year, we reach out to experts spanning all sectors of the industry to gather insights and predictions for the upcoming year.

This year, we are honored to have Sasan Saeidi, the IAA World President & Chairman, spearheading the campaign and we have a lineup of many more IAA members who will be sharing their perspectives in the coming weeks. Stay tuned as we bring you a diverse range of insights from industry leaders, offering valuable predictions and strategies to navigate the dynamic world of marketing communications in 2024.

Whether you're an industry veteran or a newcomer, we hope the campaign will provide valuable insights that will inform and inspire. Join us on this exciting journey as we unravel the 2024 Industry Forecast, starting with Sasan Saeidi's exclusive contribution. In his own words,

Change in the only CONSTANT. As living species, we have adapted, evolved, and changed so we can survive and create throughout time. 2024 is no different- a year of change and adaptation more than any other year and here are 4 big ticket items that will shape it:

Modern marketing and creativity enabled by AI is the future. But we need an ethical framework.
Marketing needs to create big brand experiences- be authentic, be fun and serve a utility.
Marketing needs to spread more humanity and sustainability as the world is falling apart.
The rush is on- Cookies are out. Adapt your first party data strategy so you can create personalized content for your consumers.

Enjoy, stay informed, and let's make 2024 a year of innovation and success together!

Change in the only CONSTANT. As living species, we have adapted, evolved, and changed so we can survive and create throughout time. 2024 is no different- a year of change and adaptation more than any other year and here are 4 big ticket items that will shape it:

Modern marketing and creativity enabled by AI is the future. But we need an ethical framework.
Marketing needs to create big brand experiences- be authentic, be fun and serve a utility.
Marketing needs to spread more humanity and sustainability as the world is falling apart.
The rush is on- Cookies are out. Adapt your first party data strategy so you can create personalized content for your consumers.

Sasan Saeidi,

IAA Chairman and World President,

IAA Global

"As the world continues to focus on climate change, advertisers should expect to see new rules on environmental marketing. With stricter standards coming into effect, advertisers should also be prepared for increased scrutiny of their sustainability claims by regulators, NGOs, competitors, and consumers."

Jeffrey A. Greenbaum,

Chairman, Global Advertising Lawyers Alliance Managing Partner, Frankfurt Kurnit Klein & Selz,

IAA Global

"The year ahead promises to dramatically alter the media and entertainment industry with innovative transformation of traditional content with GenAI, Metaverse and Social Media, while retaining the essence of compelling story telling magic that drives excellence. Even as we embrace these changes, the creativity quotient of our business will continue to face off with the imperative of impact and effectiveness."

Pradeep Dwivedi,

Group CEO, Eros Media World, and VP/Area Director - IAA Global APAC Region,

IAA Global

"Before, Advertising made us dreaming, today it must have meaning and values while remaining creative. It's a mutation. Advertising industry has this super power to impact us and make us evolve. It takes passion and talent, committing together to do it for a better world."

Pascal Cübb,

President, IAA France,

IAA Global

"AI, digital privacy, sustainability... 2024 will bring significant challenges for also the marketing communications profession. Supporting education, creativity, innovative ideas and efficiency is the key to overcoming these challenges."

Ilona Pocsik,

President, IAA Hungary,

IAA Global

"In the face of AI advancements and geopolitical complexities, it is crucial that we do not lose sight of the urgent need to decarbonize our world. The undeniable evidence of sustainability's impact on brand value demands that it becomes the top priority for the C-suite, ensuring a sustainable future for all."

Dagmara Szulce,

Managing Director, IAA Global,

IAA Global