International Advertising Association

IAA Education Accredited Institutes

Nurturing the Next Generation of Talent

TABLE OF CONTENTS

About the IAA 3 - 6

IAA & Industry Issues 7 - 10

IAA’s Education Track Record 11 - 13

Becoming an IAA Accredited Institute 14 - 18

Our Global Footprint 19 - 21

IAA MEMBERSHIPTHE VALUE OF AN IAA MEMBERSHIP

A positive global force in the ad industry.

A balanced and objective role with governments.

Dedicated to freedom of Commercial Speech.

Unmatched networking opportunities.

Resource for industry issues.

Forum for knowledge sharing.

Educational / training initiatives.

An active grassroots membership.

Key access in the world’s markets.

THE IAA CHAIRMAN

The IAA’s education and professional development matter

more than ever.

“We are working in a time of ongoing change in the marketing

communications industry, including intensifying advertising

restrictions, knowledge needs of unprecedented proportions and the

collision of the old with the new! The IAA’s diverse membership,

unique global network, its credibility and connections are more

valuable than ever to you. Support the IAA’s mission and you are supporting the well-being of your own organisation’s mission and

the industry as a whole!”

Felix Tataru,

IAA Chairman and World President

INTRODUCTION FROM MR. FELIX TATARU

IMPORTANCE OF THE IAATHE IAA AS AN INDUSTRY NETWORK

The IAA is a high profile platform for industry issues

Advertising and brand communications are fundamental drivers

of both businesses and economies. The IAA network organizes

unique events worldwide that bring the international industry

together and creates a forum for knowledge sharing and best

practices, so essential to those doing business in today’s fast

changing environment.

The IAA ‘connects’ the global marketing communications

industry

The IAA Chapter network has thousands of members and

hundreds of events collectively throughout the year that include

key industry figures. The events typically share insights, issues,

ideas and innovation. The IAA ensures both a responsible, but

also best practice approach is uniformly shared and developed.

Networking

The IAA believes it is fundamentally important to facilitate the

networking of our members to represent and share both their,

and the industry’s point of view; as well as further common

business objectives.

Marc Pritchard, Global Branding and Marketing Officer, Procter and Gamble

Sir Martin Sorrell, CEO, WPP

PURPOSE & PRINCIPLESTHE IAA ACHIEVEMENTS

Government and self regulation –

What has the IAA achieved?

The IAA defends the principles of freedom of speech, self-

regulation and responsible advertising; and actively adds its

name and resources to discourage unreasonable advertising

restrictions or bans throughout the world, thereby driving and

influencing a common position.

The IAA has played a key role in government legislative

discussions around the world. It pioneered research to illustrate

the role of responsible advertising to growing service

economies. The IAA is able to represent the industry and its

membership to government, NGO’s and the media, working

alongside the more specialized self-regulatory bodies. It is

committed to the sharing of best practices. The IAA has its own

dedicated volunteer officers in this area with a Vice President of

Government Affairs.

The IAA publishes issue related member communications,

leaders and officers speak on these issues at industry events

worldwide on behalf of the association. With the IAA’s

access, we meet government officials on a regular

basis.

Former IAA Chairman and World President Faris Abouhamad pictured withChinese Vice President Li Yuanchao.

The IAA Executive Committee and ad industry figures meet with PRC Vice President Li Yuanchao and other government officials at the conclusion of the 43rd IAA World Congress in 2014.

INDUSTRY ISSUESTHE IAA AS A PLATFORM FOR INDUSTRY ISSUES

What’s Coming Next?

To mark its seventy-fifth anniversary in 2013, the International

Advertising Association presented What’s Coming Next? - a one day

international leadership forum of global knowledge, insights and

networking.

The forum focused on the key issues that are shaping the future of

media, the latest insights in data, the role of agencies, the advance

of research, the direction of creativity and the needs of marketers!

Due to popular demand, in May 2015, the IAA returned to London for a follow up one-day What’s Coming Next? Leadership Forum.

IAA 75th Anniversary Champion Awards, London.

INDUSTRY ISSUESTHE IAA AS A PLATFORM FOR INDUSTRY ISSUES

What’s Coming Next?

Africa Rising | The New Consumer Generation

In 2015, the IAA returned to the continent of Africa with the latest

leadership conference in the What’s Coming Next? theme.

Held in Accra, Ghana, April 27th-28th 2015 Africa Rising | The

New Consumer Generation focus on the trends, insights, needs

and aspirations of a billion people. Increasingly now the focus of

global consumer demand - the conference navigated through

the complex world of technology, consumer trend developments

and the plans that brands have to do business in a sustainable

but fast-growing region of the world.

The Conference was opened by John Mahama, President of the Republic of Ghana (shown on the left with the IAA Executive Team)

INDUSTRY ISSUESTHE IAA AS A PLATFORM FOR INDUSTRY ISSUES

Chapter Activities and Seminars

IAA Chapters throughout the network create their own forums

for industry issues with events, seminars, training initiatives for

IAA Young Professionals, business networking lunches, social

evenings and charity fundraising.

Some IAA Chapters have their own member communications

newsletters and even publish commemorative books.

IAA Australia Chapter – Unmarketing to Mums Business Briefing.

IAA India Chapter – Initiative to Stop Violence On Women.

Joe Ayache, Lebanon Chapter President, addressesthe audience during the Chapter’s 75th

anniversary celebration.

INDUSTRY INITIATIVESTHE IAA AS A PLATFORM FOR GLOBAL ISSUES

Hopenhagen

In September 2009, UN Secretary-General Ban Ki-moon and

the UN Department of Public Information sought the help of the

global ad industry in promoting awareness of COP15. The IAA

brought the CEO’s and representatives of all the main global

advertising agencies to a summit at the UN with the Secretary-

General. The IAA spearheaded the strategic and creative

engagements with agency teams. The project was undertaken

entirely pro-bono.

Hopenhagen was an ambitious project. Mainstream awareness

of COP15 was almost non-existent and the economic crisis was

pushing environment way down people’s agendas. It was

necessary to find ways to scale and collaborate to create a

significant global impact on a compressed timeline which would

result in inspiring a ‘people’s movement’.

The IAA global network and agency teams collaborated to

develop a global pro-bono campaign across all media channels.

The results:

• 350+ Media partners

• $197.9MM in reported media value

(Total projected media value =$350-400MM)*

• 550MM media impressions reported

(Total projected1B impressions)*

SUPPORTING EDUCATIONSUSTAINING IAA EDUCATION PROGRAMS

Education and training - investing in people!

The IAA is playing an increasingly important role in education

through its growing Accreditation Programs at 50 colleges and

universities worldwide. At the under-graduate level an IAA

Certificate of Course Completion is conferred by our Accredited

Institutes.

Furthermore, many professional development and post-

Graduate programs are developed at the Chapter level. These

programs include residential case history orientated programs,

six month seminars and mentoring programs. Tom Bernardin, CEO, Leo Burnett presenting at the StudentForum at the 42nd IAA World Congress in Moscow.

SUPPORTING EDUCATIONSUSTAINING IAA EDUCATION PROGRAMS

IAA Global Apprentice Program – the latest initiative.

The IAA Apprentice Conference was conceived to contribute to the much

talked about challenges for the marketing and communications industry in

attracting the best and brightest young men and women. The inaugural

2013 event brought together an array of junior and senior undergrad

students as well as young industry professional delegates.

The two-day program includes presentations, discussions and

workshops with regional and international industry practitioners, recruiters

and clients where students had the chance to listen, practice, network and

impress!

The central idea with the IAA Apprentices Conference is to both enhance

and empower graduating students with first-hand knowledge of real world

industry practice and opportunities in the new communications landscape

and to help them get hired.

Recently renamed The Global IAA Apprentice Conference to highlight the

conferences’ unique international point of difference, takes place in Dubai

each November.

The IAA team at the inaugural Apprentice Conference in Dubai, 2013.

ECU Lecturer David Smith engaging the audience.

SUPPORTING EDUCATIONSUSTAINING IAA EDUCATION PROGRAMS

Scenes from the IAA Apprentice Conference:ECU Lecturer David Smith’s iTalk Workshop, aimed at developing students presentation skills.

International students greeting one another in the Emirates Learning and Development Building reception area. Pictured above are students from France, Australia, Lebanon and Dubai.

SUPPORTING EDUCATIONIAA ACCREDITED INSTITUTES

Asia Pacific

Australia

Canberra University

Charles Sturt University

Curtin University

Deakin University

Edith Cowan University

Royal Melbourne Institute of Technology

University of the Sunshine Coast

University of Technology Sydney

Hong Kong

Hong Kong Baptist University

Korea

KOBACO Advertising Academy

Hallym University

Kyrgyzstan

American University of Central Asia-

School of Entrepreneurship and Business

Administration

Malaysia

Institute ACT

Philippines

University of Asia and the Pacific

Africa/Middle East

Egypt

Alexandria University

American University in Cairo

Lebanon

Notre Dame University

South Africa

AAA School of Advertising

Saudi Arabia

Jeddah College of

Advertising - University of

Business and Technology

UAE

American University in Dubai

Zayed University

Europe

Austria

FHWien

Denmark

DNCC

France

ESP

Europe - continued

Holland

Hogeschool Utrecht

SRM Aktiviteiten BV

Hungary

International Business School

Israel

College of Business / College of

Management Academic Studies

Italy

Universita Cattolica del Sacro Cuore

Switzerland

SAWI

Turkey

Anadolu University

Latin America

Argentina

Universidad Argentina de la Empesa

Brazil

Universidade Anhembi Morumbi

Latin America - continued

Chile

UNIACC

Colombia

Universidad Autónoma de Occidente

Universidad Pontificia Bolivariana

Universidad Santiago de Cali

Ecuador

Universidad Casa Grande

El Salvador

Escuela de Comunicacion Monica

Herrera

Honduras

Universidad Tecnologica

Centroamericana - UNITEC

Peru

Instituto Peruano de Publicidad

Universidad Peruana de Ciencias

Aplicadas – UPC

North America

Emerson College

IAA COURSE ACCREDITATION GUIDELINES & PROCESS

The IAA will accredit specialist undergraduate and postgraduate programs or courses that have the objective of preparing

students for commercial communication careers.

It is the course, not the university, college or tertiary institution that is accredited. Each accredited course is individually

assessed and scored through a rigorous, benchmarked IAA education evaluation process ensuring an internationally

recognised quality of content and teaching required by the global communications industry for its students and future

young professionals.

BENEFITS OF IAA COURSE ACCREDITATION

❖ International industry recognition of quality of course content

❖ Listing of institution and course on the IAA Global website

❖ Educational resources for classroom use

❖ Networking and interaction with the global IAA community

❖ The IAA Certificate of Course Completion awarded to approved graduates

❖ Profiling of accredited Academic Experts and their areas of relevant research

❖ Local IAA Chapter support promoting industry/academic engagement & collaboration

❖ IAA Young Professional support and mentoring opportunities for students.

IAA COURSE ACCREDITATIONIAA GLOBAL ACADEMIC EXPERT DATABASE

The IAA’s global Academic Experts database connects industry members with key areas of academic research and publications

extending the knowledge, thought, science and art of communications. This fully searchable section will be open to Academics of

institutes with accredited courses and those who are Academic Members only.

Application for course accreditation by the IAA follows a standard format. The basic guidelines and format for course accreditation

and renewal operate on the fundamental principle of providing students with a balanced and well-rounded course of theoretical and

practical study in commercial communications i.e. Advertising, Brand Management, Creative Services or Digital Media. The course

structure is at the discretion of the institution however within the course, the IAA would expect a balance of theoretical engagement

with practical assessments, work integrated learning and industry engagement which could include for example engagement with

industry professionals as guest lecturers; real world assessment tasks; industry sourced case studies; study tours, work experience,

professional placement or internships.

It is unlikely in the opinion of the IAA that a formal course academic study in a specific communications discipline would be

completed with less than 2 years full time study or its part time equivalent. The IAA expects that appropriate, contemporary and

current teaching and learning resources such as a substantial catalogue of industry specific commercial communications literature

including academic journals is available for students. Applications should include the academic, professional and practical industry

credentials of the course teaching staff. Course Accreditation applications are accepted by email to the IAA Global Office with the

outcome normally advised within 3 months following ratification by the IAA Board of Directors.

The initial Course Accreditation is valid for a period of 5 years followed by a reaccreditation application that should detail any staff,

structural or content changes to the course.

For institutions that do not qualify or wish to have their courses accredited, the IAA offers Academic Membership through its

Organisational Member category.

IAA COURSE ACCREDITATIONIAA CERTIFICATE OF COURSE COMPLETION

Students who complete an IAA Accredited Course are eligible to

receive the IAA Certificate of Course Completion in conjunction

with their recognised tertiary institution.

Since 2000, more than 37,000 students worldwide have been

awarded the IAA Certificate in Marketing Communications.

IAA COURSE ACREDITATIONACCREDITATION & RENEWAL FEES

Accreditation Fee US$ 3,000 for 1 course, each additional course carries $500 fee

Accreditation is valid for five years

Annual Education Accreditation/Certificate Fee US$ 1,500 – 2,500

Fees are based on a sliding scale principle and are determined by the number of certificates requested each year as follows:

❖ US$ 1,500 for institutes conferring 25 or fewer diplomas annually

❖ US$ 1,750 for institutes conferring 26-100 diplomas annually

❖ US$ 2,000 for institutes conferring 101-200 diplomas annually

❖ US$ 2,500 for institutes conferring more than 200 diplomas annually

Fees include issuing of Certificates personalized with each student’s name and a unique hologram number, cost of shipping via

standard US Post Office delivery (expedited delivery is available upon request and it carries an additional US$ 150 fee).

Accreditation Renewal Fee US$ 2,500 for 1 course, each additional course carries $500 fee

Applies upon re-accreditation every five years

CHAPTER NETWORKIAA CHAPTERS PER REGION

Africa/Middle East

Bahrain

Egypt

Ghana

Iran

Kuwait

Lebanon

Qatar

Saudi Arabia

United Arab Emirates

Members also in:

Cameroon

Jordan

Kenya

Nigeria

South Africa

Asia Pacific

Australia

China

India

Japan

Korea

Kyrgyzstan

Malaysia

Pakistan

Singapore

Sri Lanka

Taiwan

Members also in:

Bangladesh

Cambodia

Hong Kong

Indonesia

Nepal

Philippines

Thailand

Vietnam

Europe

Austria

Denmark

France

Germany

Hungary

Italy

Netherlands

Poland

Romania

Russia

Serbia

Spain

Switzerland

United Kingdom

Members also in:

Germany

Israel

Slovenia

Sweden

Uzbekistan

Latin America

Argentina

Chile

Mexico

Members also in:

Brazil

Colombia

Dominican Republic

Peru

Paraguay

Uruguay

Venezuela

North America

New York

HOW TO REACH USIAA’S DEDICATED EDUCATION TEAM

For more information, please contact:

Mateja Simic

E mateja.simic@iaaglobal.org

OR

Diane Slade

E diane.slade@iaaglobal.org

IAA Global Office

33 West 19th Street

Suite 423

New York NY 10011

United States of America

T +1 (646) 619 1126

www.iaaglobal.org