GEORGE TOWN: The International Advertising Association (IAA) Malaysia and Penang will co-host the 45th IAA World Congress here from March 6 to March 8.
This marks the first time that the IAA World Congress will be held in Southeast Asia.
With the theme Brand: RE-CODE, for a Better World, Better Life, the congress also
commemorates the 85th anniversary of IAA Global, the 30th announcement of IAA Malaysia and International Women's Day.
Penang Chief Minister Chow Kon Yeow said the congress is expected to draw a diverse crowd of up to 1,000 attendees across the globe, projecting an impressive estimated economic impact of RM5.836 million for the state.
"Since its inception in 1938, the IAA World Congress has graced major global cities and Penang is proud to join this prestigious list.
"Over the three days, the event promises to be a catalyst for economic growth and innovation, featuring a stellar line-up of speakers and industry experts," he told a joint press conference with state Tourism and Creative Economy Committee chairman Wong Hon Wai and IAA Malaysia president, vice-president of IAA Global and IAA World Congress 2024 chairman John D Chacko.
Media Prima is the local media partner for the event while BBC News is the international media partner.
Industry giants like Google, Meta, WARC, ANA, Lions and SEEHER have also joined hands as partners for the congress.
Chow said as the global community converged in Penang, he encouraged local businesses, brands and organisations from various industries to seize the unique opportunity to join in.
Meanwhile, Wong said the congress, with its far-reaching influence, not only brought together brilliant minds in advertising, marketing, and technology but also contributed to establishing Penang as a preferred hub for top-tier congresses and events.