Britain is emerging as a favourite to host one of the most
prestigious events in the global media calendar - the millennium world
congress of the International Advertising Association.
The UK is facing opposition from the US, Australia and Israel to run the
event, which is expected to attract up to 2,500 delegates representing
agencies, advertisers and media owners.
The IAA chapters of all four countries are putting together
Olympic-style bids that will be examined by the 73 IAA directors at
their conference in Amsterdam in June.
James McLeod, the worldwide ad director of the International Herald
Tribune and president of the IAA’s UK chapter, is spearheading the
British bid, which will focus heavily on the country’s position as a
global centre of advertising and marketing excellence.
The UK chapter is to sound out potential sponsors to raise the pounds
200,000 needed to stage the congress. ’The UK will be re-crowned as the
premier supplier of advertising resource and know-how in Europe,’ McLeod
Each of the candidate chapters, which have to put up a USdollars 5,000
bidding fee, will be asked to present proposals for staging a congress
that will offer insight into how advertising and marketing can adapt to
the explosion of media opportunities.
Archie Pitcher, the UK chapter’s executive director, said: ’We think we
have a lot to offer and can make a very good case.’
London’s Queen Elizabeth II conference centre would be a likely venue
for the congress if it comes to London.