Welcoming New IAA Chapter Presidents


IAA welcomes the new Chapter Presidents who will join us on our mission to connect global marketers under one roof. From the last 80 years, IAA has become a single robust organization to provide global marketing solutions to all spheres of the industry. The IAA has reached more than 56 countries by connecting 4000+ marketers worldwide.

IAA defends the interests of the specific marketing niches and works for the collective upliftment of the entire marketing community. We are committed to becoming the global compass of the marketing communications industry. To create substantial growth, we keep adding new marketing leaders to our local chapters. These members shape the vision and mission of our organization and help us march towards our constantly transforming goals.

The new IAA Chapter Presidents are:

Agnieszka Sora, the newly elected President of the Management Board of IAA Poland has been present in the marketing and research industry for 30 years. In 1993-1996 she introduced such Nestle's brands as Nescafe and Nesquik as well as Consumer Service Nestle/Winiary to the Polish market. For the last 25 years, she was the Managing and Commercial Director of GfK Polonia. In 2014-2016 she was a Sub Regional Manager, Eastern Europe in the GfK Group. From June 2021, she took on a new role of Regional Consulting Lead in North-Central Europe at GfK.

Sebastian Bayer started his professional career at Nike Austria. As the Retail Brand Manager Alpine, he was responsible for retail marketing in Austria, Slovenia, and Croatia. In the run-up to the European Football Championship in 2008, he switched to the role of Football Business Lead and took on responsibility for Nike on the ground marketing presence during this major event. Sebastian then expanded his field of activity to Switzerland in order to lead the fortunes of the football category over the course of two years. 


In 2010 he took up the position of Marketing Manager Austria at Nike before moving to Berlin in 2012 to first take on the role of Football Community Manager for the DACH region and one year later the position of the Running Brand Director - also for the entire German-speaking area. In 2014, he took over the role of the CEO of Y&R (WPP) in Vienna. During his seven years in the agency, Sebastian shifted the agency’s focus from classical advertising to brand experience.


With the VMLY&R (formerly VML) team, Sebastian won more than 80 clients, such as Mazda Europe, Germany and Austria, Unicredit Bank Austria, Dunkin’ Donuts, and many more. In January 2022 Sebastian was elected as President of the Austrian Chapter of IAA.

Sheba is a Multicultural & Diversity Marketing leader. She is the Founder and CEO of MultiConnexions Group (MCX), Australia’s leading, integrated, and full-service 360 multicultural marketing & advertising agency. She advises Australian and global marketers on how to increase revenue and market share by expanding their marketing strategies to include the often neglected diverse and multicultural audiences.  

Sheba is also the IAA Global Vice President of Diversity, Equity, and Inclusion. Her experience spans several continents including Australia, India, Asia, the US, and the UK. Sheba’s experience includes leading McCann, Ogilvy, and Interpublic Group companies in CEO roles. Sheba’s advice is sought by some of Australia’s top brands, multinationals, and the Government too. 

Sheba is an industry speaker at Business Schools and is passionate about getting more young people excited about joining the marketing & advertising industry and loves mentoring your professionals.