The Creativity4Better conference from the International Advertising Association (IAA) will see global leaders take a deep dive into building direct-to-consumer success in the ‘new normal’, and explain the strategic role brands can play in rebuilding the global economy

The International Advertising Association (IAA), the world’s only globally focused integrated marketing communications trade association, announced its upcoming annual conference, Brands: The Engine for Economic Revival – which will be delivered virtually for the first time.

With the overarching theme of “why brands matter”, the event will deliver a packed agenda that focuses on the importance brands play for economic recovery post COVID-19. A hard-hitting line-up of speakers will include Maher Nasser, Director of DGC’s Outreach Division, United Nations, who will speak about the United Nations’ vision for post-COVID-19 and how governments, businesses and brands can ensure the recovery not only fuels success but is also sustainable and aligned with Sustainable Development Goals.

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David Haigh, CEO of the world’s leading independent brand valuation consultancy Brand Finance, will also present its new report – Why Brands Matter – on the role of brands in driving growth for individual businesses and the global economy as a whole.

Creativity4Better 2020 takes place on October 27-28 and will include a world-class speaker roster featuring some of the biggest leaders from global companies including Facebook, Heineken, Google, Havas Creative and many more. With speaker presentations, interactive workshops and virtual networking, the conference will center around the opportunities to elevate the role brands play in improving the lives of people, businesses and economics, particularly in the wake of the pandemic.

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The event will bring together thousands of delegates including brands, governments, agencies, media owners, students and academia from around the world. Some of the featured speakers include:

• Brian Solis, Global Innovation Evangelist, Salesforce
• Gabor George Burt, Global Authority on Creative Transformation and Future-Shaping Strategy Founder of The Slingshot Framework
• Bram Westenbrink, Global Head Heineken Brand
• Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide
• Lisa Friedrich, Head of SMB, Europe, TikTok
• Michelle Klein, Vice President, Global Customer Marketing, Facebook
• Cecelia Wogan-Silva, Chief Evangelist of Creative Advertising and Purpose-Led Marketing, Google
• Tracey Barber, Global CMO, Havas Creative

“In a year where a pandemic has frozen the global economy and stilted the advertising industry, we are committed to providing an engaging, interactive and rousing global conference to help drive change and recovery as we head into 2021. Despite the grave nature of this crisis we find ourselves facing, we must also seek the opportunities to showcase the strategic role that brands can play in fuelling our recovery, said Joel Nettey, IAA’s new World President and Chairman. “As the IAA, our role is to help guide the advertising industry, and this year’s conference will showcase the importance of brands and inspire delegates to join our mission to work with governments across the world to support our industry, and in turn the global economy”.

“Brands and intangible assets in general account for half of the total value of businesses globally. Their importance increases in times of crisis and their long-term resilience is absolutely key to economic recovery,” said David Haigh, CEO of Brand Finance. “We are delighted to support the IAA’s global conference and are looking forward to launching our new report – offering unique insight into Why Brands Matter – on its opening day. We hope it will be a major stepping stone to deepening global understanding of brands and their role in value creation”.

“Governments don’t typically turn to our industry to help with an economic crisis, yet creativity and innovation are directly linked to a country’s GDP,” said Dagmara Szulce, Managing Director of IAA Global. “Brands can play an educational role to help accelerate growth across geographic and cultural borders. They will also contribute significantly to the process of adaptation and growth of the new normal, which is crucial to the economy”.

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