IAA poster offensive promotes congress to ad professionals

Organisers of the showpiece advertising congress taking place in London this summer are taking the unusual step of running a major above-the-line campaign to boost delegate numbers.

Organisers of the showpiece advertising congress taking place in

London this summer are taking the unusual step of running a major

above-the-line campaign to boost delegate numbers.



A poster and press offensive will promote the Inter-national Advertising

Association’s London congress as a ’must’ for marketing and advertising

professionals.



Its importance is emphasised in a 98-sheet poster on London’s Cromwell

Road, bearing the message: ’June 6-9. The future of advertising will be

decided. With or without you.’



The poster is the precursor to a campaign carrying the conference

message across Europe via trade press and business titles.



It was written by Simon Anholt, the founder of World Writers and one of

the conference speakers, at the invitation of Adrian Vickers, one of the

founding partners of Abbott Mead Vickers BBDO and the president of the

IAA’s UK chapter.



Up to 2,500 delegates are expected at the conference. David Abraham, who

heads the programme committee, said: ’We’re having to turn would-be

sponsors away because we’ve had such a large response.’



Nicholas Negroponte, the internet guru; Germaine Greer; the NATO

spokes-man, Jamie Shea; the WPP chief executive, Martin Sorrell; and

Elisabeth Murdoch, Sky’s managing director, are included in the line-up

of speakers.



Anholt said: ’We decided on an above-the-line campaign because the

conference will feature some of the most influential people in world

communications and will be different to others where you listen to

somebody mouthing off in a darkened room and leave it none the wiser.’



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