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Following the success behind the International Advertising Association's global networking dinner in Cannes, we're excited to announce the launch of the “The United Nations of IAA" campaign. A global movement to symbolize the spirit of unity and collaboration within our diverse global community of IAA's board members, across 56 countries.

This campaign aims to highlight the IAA’s commitment to inclusivity and diversity, showcasing our global leadership team, which embodies unique perspectives, a collaborative spirit, and compassion.

“Our global community is stronger when we come together, and we believe that by promoting collaboration and inclusivity, we can drive meaningful change in the advertising landscape,” said Sasan Saeidi, IAA World President & Chairman.

“As we kick off this global campaign, we invite members and non-members alike to join us in this movement,” said DAGMARA SZULCE, IAA Global Managing Director.

The campaign objective is to raise awareness of the IAA’s mission and values while encouraging new members to engage with our local offices and become part of this transformative journey. Together, we can build a more sustainable future for the advertising industry—one that reflects the diverse voices and innovative ideas of our global community.

A special thanks to Steve Babaeko, the IAA Nigeria Chapter President and CEO of X3M Ideas, and his creative team: Michael L. Miller and Samuel Oluwagbemi arpa for developing the campaign !

Sasan Saeidi

  1. What do you do?

    I am brand and business strategist by trait- and I represent the advertising and marketing industry. I would categorize myself as a marketing and advertising consultant. Because today we don’t just talk advertising- we are talking marketing, we talk sales, we talk transformation, we talk innovation, talk brand equity, we talk customer loyalty – we talk empathy and purpose. I love what I do- and if I go back in time- I would choose the same role and same industry all over again.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the IAA because I have always wanted to be part of the industry, be able to stand for a wider POV that can impact and make the work, our reputation as marketers and our impact as influencers in our field much more potent. IAA is the only organization on the planet that brings such a varied, diverse, and multifaceted audience together. We represent, marketing, media, advertising, and technology today. And no industry body has this mix and representation. So, it’s because of this positioning and ecosystem that members truly benefit from, and WHY they join the IAA. Come join us!

  3. Which IAA value is closest to your heart and why?

    I will name two- Creativity and DEI- but inclusivity more so than anything else. I believe creativity is the strongest force in the world; it solves issues, it creates peace, it can bring smiles, change lives, save lives and be a force for good. If you then ensure that with everything we do- we are inclusive- meaning for all not just for some- you have already made the world a better place. We need to help create more ideas that brings people together, closer and includes everyone not just some. That’s the IAA ambition.

  4. What is your favorite example of the IAA serving the global marketing community?

    I think one of my favorite examples is how we show up in our Global World Congresses. It’s a true spectacle and the best of IAA brought together. We combine all our value 8 values and pillars when come together in our world congresses. It’s the Olympics of our industry-where internationality, meets collaboration, meets diversity, meets advocacy, meets creativity, meets innovation, meets sustainability and everyone is learning. I can’t recall any other event where society, where industry, where government come together under our compass umbrella to talk and share inspiration- and creativity for good. That’s impactful. That’s being the compass of the marketing communication industry.

Sasan Saeidi

IAA World President & Chairman, IAA Global

Carol Schuster

  1. What do you do?

    As the SVP Marketing and Business Information at Lafayette 148, a leading women’s luxury fashion brand, I bring our designer’s vision to life for our consumers while driving sales for our Company. It’s this balancing act of brand and demand in a highly creative image-driven world that I find to be an exciting challenge. But the greatest of all, is I get to help women feel powerful and build their worlds by looking and feeling good in what they wear. And in my free time, I am a proud IAA volunteer serving as the Chapter President North America and Global Secretary. It’s here where I get to give back to the industry which has given me so much. That’s what I call double happiness!

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the IAA because I am a global citizen at heart. My entire career and much of my adult life has been about connecting cultures and commerce for a better life. IAA embodies all of that.

  3. Which IAA value is closest to your heart and why?

    I love the intersection of inclusivity and internationality at the IAA. The IAA is the only organization in our industry that connects all aspects of the communications industry with people and cultures globally to create one community worldwide. It’s truly the United Nations of IAA!

  4. What is your favorite example of the IAA serving the global marketing community?

    The World Congress is probably the best expression of the IAA brand. It’s where the IAA truly shows up as the Compass for the global marketing and communications industry bringing together industry leaders from all over the world for one global conversation.

Carol Schuster

IAA President, North America Chapter IAA Global Secretary

Steve Babaeko

  1. What do you do?

    As the CEO/Chief Creative Officer of X3M Ideas, I have the unique responsibility of overseeing both the business development and creative direction of our advertising agency. This dual role requires me to balance the strategic growth of our business with the creative excellence that defines our work. It's a dynamic and challenging position that demands constant adaptability, innovation, and a deep understanding of both the market and the creative process. Every day brings new challenges and opportunities, keeping me fully engaged and driven to push the boundaries of what our agency can achieve.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the International Advertising Association (IAA) because it stands as the true United Nations of global advertising and marketing. The IAA brings together professionals from every corner of the world, creating a rich tapestry of cultures, ideas, and perspectives that is unparalleled in our industry. What drew me most to the organisation is its commitment to fostering an environment where diversity thrives, allowing clients and advertising professionals to connect, collaborate, and learn from one another in a truly global context. This unique setting not only broadens our horizons but also inspires innovation and creativity, driving the industry forward in exciting new ways.

  3. Which IAA value is closest to your heart and why?

    The IAA value that resonates most deeply with me is creativity. My journey in the industry began as a Copywriter, where I quickly realised that creativity is not just a skill—it's the very soul of the work we do. In advertising, creativity is the spark that brings ideas to life, transforming concepts into compelling narratives that capture attention and drive change. But beyond its role in our business, I believe that creativity holds a much greater potential. When properly harnessed, creativity has the power to reshape perspectives, influence culture, and even change the world. It’s this belief in the transformative power of creative thinking that has guided my career and continues to fuel my passion for the industry.

  4. What is your favorite example of the IAA serving the global marketing community?

    One of my favourite examples of the IAA's impact on the global marketing community is undoubtedly the last World Congress in Penang, Malaysia. The event was nothing short of spectacular—a true marketing equivalent of the Olympics. It was inspiring to witness professionals from all corners of the globe come together in such a warm and welcoming atmosphere. The Congress not only showcased the best of what our industry has to offer but also embodied the spirit of unity and collaboration that makes the IAA so special. It was a beautiful reminder of how powerful it can be when the world gathers to exchange ideas, celebrate creativity, and push the boundaries of marketing on a global scale.

Steve Babaeko

IAA President, Nigeria Chapter

Beatrice Cox Riesenfelder

  1. What do you do?

    Director Sales profil News Magazine Industry : media and Advertising.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the IAA to be part of a global network that champions the interests of the entire marketing communications industry. Being an IAA member provides unparalleled opportunities for networking, professional development, and staying updated with industry trends.

  3. Which IAA value is closest to your heart and why?

    The IAA’s commitment to promoting ethical standards and fostering creativity in marketing communications aligns perfectly with my professional values. It is essential for building long-term relationships with consumers and stakeholders.

  4. What is your favorite example of the IAA serving the global marketing community?

    My favorite example of the IAA’s impact are the global & local industry events by the Chapters. The global ones as the World Congress, Creativity4Better, Africa Rising bring together industry leaders from around the world to share insights, discuss emerging trends, and collaborate on innovative solutions.

Beatrice Cox-Riesenfelder

VP/Area Director Europe, IAA Global

Pascal Cübb

  1. What do you do?

    I’m an entrepreneur, creator and producer of events and original contents « BtoB » in the advertising industry. Passionate about and committed to many subjects for many years, I am a recognized free utopian who thinks that we must now stop talking and act to impact to change direction. In our industry, we have this immense power to touch, influence, and show a very large audience the values ​​that we defend.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    Three years ago when you approached me to relaunch IAA France, I accepted for several reasons. Because our action is global, a big difference and opportunity to represent France advertising industry in the world. We are transversal, a unique positioning allowing us to speak with all the players in our industry. And last but not least, we talk about values ​​and meaning. We are the « Global Compass ».

  3. Which IAA value is closest to your heart and why?

    Only one is too little and my heart is big ! DEI because it emphasizes the importance of recognizing and valuing the diverse aspects of people's identities, beliefs, and backgrounds. Inclusion goes beyond just acknowledging diversity; it ensures that everyone, regardless of their differences, is welcomed, respected, and treated as an integral part of the community. In differences knowledge and intelligence are cultivated. Education because everything we do is for our children and their future. Because we have to communicate and we need to share with young people. We learn a lot from them. Collaboration, because together we are stronger.

  4. What is your favorite example of the IAA serving the global marketing community?

    When we show the strength of our industry united to serve a cause. What we have done at the global level and in France for Ukraine in 2022 at the initiative of IAA France. By uniting an unprecedented communication campaign with medias, brands, agencies and platforms. We have shown that we are powerful together and helpful to the public. And also, the United Nations of IAA dinner at Cannes Lions is a nice way to create relationships, exchanges and sharing with our members and the top level in our industry.

Pascal Cübb

IAA President, France Chapter

Pradeep Dwivedi

  1. What do you do?

    I am Group CEO of Eros Media World, a global media and entertainment company that acquires, co-produces and distributes films, digital content and music across multiple formats such as theatrical, television, OTT digital media streaming and emerging web 3.0 ecosystem to consumers around the world, which also owns one of the largest library of Indian films.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined IAA to be an active participant in one of the most dynamic, creatively inspired and high impact service sectors, and to learn from sharing insights across media, marketing and advertising. I recognize this value on an ongoing basis given our diverse global initiatives.

  3. Which IAA value is closest to your heart and why?

    We believe brands are uniquely positioned to align businesses, societies and governments on a path to a sustainable future. It is very close to my heart and belief system.

  4. What is your favorite example of the IAA serving the global marketing community?

    For over a decade the Olive Crown Awards, organized by the IAA India Chapter have honors, recognizes and celebrates media, communications, marketing, and advertising that forcus on sustainability. It is rightly said that we have not received this planet from our ancestors, but are merely borrowing it from the coming generation. It is a massive responsibility and we, as an industry, must continue our efforts towards sustainability.

Pradeep Dwivedi

VP & Area Director, APAC, IAA Global

Sheba Nandkeolyar

  1. What do you do?

    I am Founder CEO of MultiConnexions Group, an iconic Australian agency reputed for multicultural marketing, advertising & diversity advisory, where I guide corporates and governments on engaging with multicultural audiences, who comprise 51% of Australians today.
    I advise governments and blue-chip marketers from a range of sectors on how to affiliate brands with diversity and fine tune their marcom initiatives to create holistic and more inclusive marketing campaigns.
    My company is involved in international marketing to assist brands in expanding their global presence. I advise and assist overseas clients – many from India and Asia to help launch their products and services in Australia.
    Over the years, I have worked in Australia, India, China, Hong Kong, UK and the US and led companies such as McCann, Ogilvy, and Interpublic Group in senior leadership and CEO roles.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I loved the fact that the IAA is the peak advocacy & thought leadership body in our marcom industry. It cuts across several disciplines of marketing and communication to present more holistic outcomes for the industry. It has a strong legacy, history, and footprint globally.
    Becoming an IAA member was the logical step to be able to tap into global best practices from 56 countries and leverage IAA’s global connectivity.
    IAA’s thought leadership initiatives and programs are second to none – providing unparalleled access to the best and brightest in our industry.
    My membership with IAA has delivered more in terms of connections, experiences, and learnings than I could have ever imagined.

  3. Which IAA value is closest to your heart and why?

    ‘We believe diversity fuels creativity and innovation and is critical to the growth of societies and businesses’ is a line from our values statement that resonates with me.
    Innovation often comes from combining existing ideas in new ways. Diversity provides a richer pool of ideas to draw from, making it more likely to find novel combinations that lead to creative breakthroughs.
    Diverse teams are better equipped to tackle complex problems. They can analyze issues from multiple angles and come up with creative, out-of-the-box solutions that might not emerge in a more homogeneous group.

  4. What is your favorite example of the IAA serving the global marketing community?

    Having recently attended the 45th IAA World Congress 2024 in Malaysia earlier this year, I have to say I found the calibre of event, networking opportunities, and thought leadership to be inspiring.
    The theme ‘Recode’ having sustainability, diversity, equity, inclusion and ESG at the core of everything we do was incredibly poignant, timely, and is absolutely critical for the marcom community to get behind.

Sheba Nandkeolyar

IAA President, Australia Chapter

Matthias Kiess

  1. What do you do?

    For over 30 years, I have been deeply committed to every facet of marketing and communication, building a wealth of experience across both the pharmaceutical and consumer goods sectors, on both the client and service provider sides. Today, as CEO of a leading creative agency, I consider myself not only a business leader but also a mentor, a connector, and a passionate advocate for the future of our industry.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the IAA because it is a multifaceted organization that addresses a wide array of critical issues in our industry while sparking inspiration. Moreover, it brings together a diverse community of stakeholders from various sectors, allowing it to represent overarching interests. The international reach offers a perspective that transcends national borders, and our chapter serves as a dynamic platform—fostering meaningful connections, inspiring innovation, and providing strategic thought leadership.

  3. Which IAA value is closest to your heart and why?

    It’s challenging to single out just one value, but creativity is a driving force that’s particularly close to my heart. Creativity fuels innovation, drives economic growth, and sparks positive change. Yet, in today’s world, its true value is often underappreciated. Especially in an era dominated by AI, human-driven creativity is constantly being tested against the pressures of cost optimization.

  4. What is your favorite example of the IAA serving the global marketing community?

    The true strength of the IAA lies in its ability to unite diverse voices, and it is this foundation upon which we must build. To make a meaningful impact in the market and provide clear direction, we must assert our opinions and differentiate ourselves through strategic, targeted initiatives. Above all, our efforts should be driven by a commitment to thought leadership, guiding the industry with vision and insight.

Matthias Kiess

IAA President, Switzerland Chapter

Alessandra Rossi

  1. What do you do?

    I am a product and business strategist and a relationship builder, with a passion for helping people and businesses grow. At Nielsen, I lead the product strategy for the Ad Intel and Consumer & Media View solutions. With my IAA hat on, I am advocating for the importance of fostering creativity and innovation in our industry, while creating a network of international professionals that can help advance the vision in a responsible and sustainable way for the industry as a whole.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    Joining the IAA enabled me to remain current with the industry's most significant trends. However, I quickly recognized an opportunity to contribute more significantly to the conversation and accepted the responsibility of establishing the Benelux Chapter, which became a reality less than a year later, in March of this year. The passion that everyone possesses for this industry is inspiring, and it is rewarding to be part of a dynamic and globally-focused community connecting Europe with Washington DC.

  3. Which IAA value is closest to your heart and why?

    All values of the IAA compass strongly resonate with me; advocacy is particularly important at the moment, given the rapid and significant scale of the change that is permeating the marketing and communications industry. The opportunities are beyond our imagination, but it is vital that we ensure an ethical, inclusive and responsible approach to our journey forward.

  4. What is your favorite example of the IAA serving the global marketing community?

    I'm going to take a bold step and choose two examples. The first one is the ability to bring all participants together at the table to encourage collaborative efforts. This is clearly visible at some of our events such as Re-Code, Creativity 4 Better and the B2B summit. The second example is the Young Professionals network, which focuses on education and developing the leaders of tomorrow. This initiative not only helps the younger generation in achieving career success, but enables the understanding of their fresh perspectives, ideas, and priorities, as they are closer to the new generation of consumers.

Alessandra Rossi

IAA President, Benelux Chapter

Fredrik Borestrom

  1. What do you do?

    I lead our international agency development team across a number of markets in EMEA & LATAM at LinkedIn, where we empower and equip agencies with tools and products to help them grow their business. I'm also the outgoing President of IAA UK and the sitting SVP of IAA Global.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I was new to the industry when I joined it in December of 2006 and on the day I signed my contract to join Euronews my future boss brought me to the IAA Xmas lunch, which was my first encounter with IAA. I was struck by the fact that it felt like everyone knew each other and were very good friends (and I know no one) so I felt that by getting involved with it would help accelerate my network, build my career, become more successful and have lots of fun along the way. I joined my first committee in late 2007 and have been involved with the UK chapter ever since and for the past 6 years also on a global level. There is no doubt in my mind that I wouldn't be where I am in my career if it wasn't for the IAA. The people I've met, the relationships I've built and opportunities I've been expose to via the IAA have been critical to my professional success and the friendships I've built during this time are everlasting. It has accelerated my career and for that I'm very grateful.

  3. Which IAA value is closest to your heart and why?

    Collaboration because in my mind it is the glue that keeps all of our values together. We can't move our industry forward when it comes to DE&I, make it more sustainable, drive professional development or advocate for it if we don't collaborate and leverage our creativity whilst doing it.

  4. What is your favorite example of the IAA serving the global marketing community?

    There are probably too many to mention but one of my favourite ones where when we brought the industry together in 2021 when everyone had been in lock-down, working from home and not having been able to see and spend time with their peers. We did this during our annual Xmas lunch, which of course had been cancelled in 2020 during Covid, and I had so many people come up to me during that day to thank me and the IAA for bringing us all together to celebrate the holidays, our wonderful industry and the people within it. This is a crucial role that we play and I'm convince that it did wonders for people's mental health and general wellbeing especially as we went back into a lock-down shortly after. I would also like to caveat that it was a covid-safe event and no cases where registered as a result of it due to rigerous testing prior.

Fredrik Borestrom

IAA President, United Kingdom Chapter

Simon Whitehead

  1. What do you do?

    I lead all the commercial growth for Teads Sub Saharan Africa markets. The foundation of everything I do is to deliver on pure business outcomes from brand safe trusted media partners all over the world and on every screen. I love how engagements are harnessed from beautiful creative fueled by powerful data built for the future and to lead advertising responsibly for all.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    At the time I joined the IAA, I did so mainly because; everyone of my peers joined. I very quickly realised the IAA was more than a network of "contacts". IAA is the global organisation and a gateway to sustaining innovation, an always evolving hub of business leadership to learn from, an organisation relentlessly dedicated to being better, to train all levels of the marketing profession and my life partner for my career.

  3. Which IAA value is closest to your heart and why?

    I think the IAA values: "emphasize economic importance of marketing activities" speaks closest to my heart. More so than ever before a brand now has to be a contributor to its environment and aid the societal fabric in which it operates. Consumers and audiences seek and advocate authenticity in marketing like never before and this in turn mandates that marketing is more than a tool to grow a business's bottom line, but a means to build a tangible better future.

  4. What is your favorite example of the IAA serving the global marketing community?

    I think I speak on behalf of many IAA members from the UK, but for me the favorite will always be PAC at Oxford. PAC was a defining summer. A moment when I belonged in an industry that exudes creativity, innovation, a healthy competitiveness. Lifetime friendships were forged and all under a beacon of the IAA that really wants you and your marketing sector to shine.

Simon Whitehead

IAA President, South Africa Chapter

Marianna Ghirlanda

  1. What do you do?

    As CEO of BBDO Italy, I have the privilege and responsibility of leading one of the most creative and influential advertising agencies in the industry. My role involves not only driving business growth and operational excellence but also fostering a culture of innovation, collaboration, and inclusivity. I believe in empowering our teams to push creative boundaries while staying deeply attuned to the needs of our clients and the evolving expectations of society. At BBDO, our focus is on creating meaningful, impactful campaigns that resonate with audiences, deliver results for our clients, and contribute to a more responsible and conscious advertising landscape.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the International Advertising Association because I believe in giving back to the industry that has given me so much. I am passionate about fostering the growth and development of young talent, empowering them to shape the future of advertising. By contributing to the IAA's initiatives, I aim to create opportunities for the next generation and help build a more innovative, inclusive, and responsible industry.

  3. Which IAA value is closest to your heart and why?

    We believe creativity inspires people to take action and solve business and societal challenges”. I appreciate this value because it captures the transformative power of creativity. It reflects my belief that creativity is not just about making things beautiful or compelling but about driving meaningful change, inspiring action, and addressing both business and societal challenges. It aligns perfectly with my vision of advertising as a force for good, capable of leaving a lasting impact on individuals and communities

  4. What is your favorite example of the IAA serving the global marketing community?

    What I love most about the IAA is the incredible work we do with Young Professionals. Supporting and empowering the next generation is something I deeply care about, as they are the future of our industry. The IAA provides them with opportunities to learn, grow, and connect with experienced leaders, fostering their creativity and potential. By investing in their development, we are not only shaping stronger professionals but also ensuring a brighter and more innovative future for the advertising industry.

Marianna Ghirlanda

IAA President, Italy Chapter

Olga Martinez

  1. What do you do?

    I’m the CEO and Founder of About International Media (AIM), a company that represents prestigious international media for the Spanish market, helping Spanish companies and entities to increase their brand awareness internationally, together with their media agencies. And also, for 3 years now I have the honor to be the President of IAA Spain, relaunching the chapter itself and positioning it as the place to connect professionals that work on international marketing.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    IAA has been part of my professional development since I started in the sector of International Media around 24 years ago. IAA has been my inspiration and a great source to meet media and professionals from all around the world. If you work in an international marketing field, IAA is the place to be. No other Association brings you the opportunity to meet people from different countries and so diverse withing the Marketing and advertising industry. It is a truly global and diverse network of people.

  3. Which IAA value is closest to your heart and why?

    Globality and diversity that allows you to connect, exchange opinions and learn from people from other cultures and countries and also from other disciplines in our sector. This is tremendously rewarding.

  4. What is your favorite example of the IAA serving the global marketing community?

    Doubtlessly events, either big ones like the World Congress, or another iconic ones like Creativity4Better, or Christmas Lunch or Summer Ball in UK, or our local events in Spain where the local community meets. IAA allows you to enjoy events at international scale and also the local ones adapted to each country’s community.

Olga Martinez

IAA President, Spain Chapter

Agnieszka Sora

  1. What do you do?

    As the Regional Director gfkconsult, NielsenIQ, the leading global consumer intelligence company, I have been developing and introducing to the Northern and Central European markets integrated consultative solutions with the aim of answering key strategic questions of our regional and global clients and helping them grow. I truly believe, in the VUCA times and consumer driven world, data and consumer insight, supported by the AI and disruptive technologies, are the inevitable fuel to deliver the value and to win.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    When I think about the organization, I mean the people. People who have passion, who see and act over boundaries, who want to change and make the difference. And people convinced me to join IAA Poland. IAA by gathering all key players of the marketing and communication industry is a great platform for knowledge exchange, for being a discussion forum; for supporting the projects which have an impact on the industry and act as the Compass globally and locally.

  3. Which IAA value is closest to your heart and why?

    Personally, the core values for me are “the collaboration” and “the internationality “of the IAA. Only by collaborating can we grow the knowledge, thus the business and the good image of marketing and communication industry. I believe this is our joint aim, which guides everyone. And working all my life in international organizations, I see great advantages of being in the global network of IAA. I am also proud, that as a President of IAA Poland I opened our chapter internationally, organizing the first European Board Meeting in Warsaw in 2023.

  4. What is your favorite example of the IAA serving the global marketing community?

    Locally in Poland our aim is to offer IAA as a platform of knowledge exchange, discussion forum, exclusive meetings with industry gurus, the place where key industry trends and topics are elaborated. Our formats like IAA Power Hour, IAA Power Podcast or recently launched IAA Power Meetup are widely used by our members. But apart from the business topics, we also offer less formal gatherings, like eg. CMO Golf Academy, where all members could learn or improve their golf skills and socialize with others. Globally I believe that The World Congress is our differentiator which acts as the Global Compass for the marketing and communications industry uniting together industry leaders from all over the world.

Agnieszka Sora

IAA President, Poland Chapter

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