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Following the success behind the International Advertising Association's global networking dinner in Cannes, we're excited to announce the launch of the “The United Nations of IAA" campaign. A global movement to symbolize the spirit of unity and collaboration within our diverse global community of IAA's board members, across 56 countries.

This campaign aims to highlight the IAA’s commitment to inclusivity and diversity, showcasing our global leadership team, which embodies unique perspectives, a collaborative spirit, and compassion.

“Our global community is stronger when we come together, and we believe that by promoting collaboration and inclusivity, we can drive meaningful change in the advertising landscape,” said Sasan Saeidi, IAA World President & Chairman.

“As we kick off this global campaign, we invite members and non-members alike to join us in this movement,” said DAGMARA SZULCE, IAA Global Managing Director.

The campaign objective is to raise awareness of the IAA’s mission and values while encouraging new members to engage with our local offices and become part of this transformative journey. Together, we can build a more sustainable future for the advertising industry—one that reflects the diverse voices and innovative ideas of our global community.

A special thanks to Steve Babaeko, the IAA Nigeria Chapter President and CEO of X3M Ideas, and his creative team: Michael L. Miller and Samuel Oluwagbemi arpa for developing the campaign !

Sasan Saeidi

  1. What do you do?

    I am brand and business strategist by trait- and I represent the advertising and marketing industry. I would categorize myself as a marketing and advertising consultant. Because today we don’t just talk advertising- we are talking marketing, we talk sales, we talk transformation, we talk innovation, talk brand equity, we talk customer loyalty – we talk empathy and purpose. I love what I do- and if I go back in time- I would choose the same role and same industry all over again.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the IAA because I have always wanted to be part of the industry, be able to stand for a wider POV that can impact and make the work, our reputation as marketers and our impact as influencers in our field much more potent. IAA is the only organization on the planet that brings such a varied, diverse, and multifaceted audience together. We represent, marketing, media, advertising, and technology today. And no industry body has this mix and representation. So, it’s because of this positioning and ecosystem that members truly benefit from, and WHY they join the IAA. Come join us!

  3. Which IAA value is closest to your heart and why?

    I will name two- Creativity and DEI- but inclusivity more so than anything else. I believe creativity is the strongest force in the world; it solves issues, it creates peace, it can bring smiles, change lives, save lives and be a force for good. If you then ensure that with everything we do- we are inclusive- meaning for all not just for some- you have already made the world a better place. We need to help create more ideas that brings people together, closer and includes everyone not just some. That’s the IAA ambition.

  4. What is your favorite example of the IAA serving the global marketing community?

    I think one of my favorite examples is how we show up in our Global World Congresses. It’s a true spectacle and the best of IAA brought together. We combine all our value 8 values and pillars when come together in our world congresses. It’s the Olympics of our industry-where internationality, meets collaboration, meets diversity, meets advocacy, meets creativity, meets innovation, meets sustainability and everyone is learning. I can’t recall any other event where society, where industry, where government come together under our compass umbrella to talk and share inspiration- and creativity for good. That’s impactful. That’s being the compass of the marketing communication industry.

Sasan Saeidi

IAA World President & Chairman, IAA Global

Carol Schuster

  1. What do you do?

    As the SVP Marketing and Business Information at Lafayette 148, a leading women’s luxury fashion brand, I bring our designer’s vision to life for our consumers while driving sales for our Company. It’s this balancing act of brand and demand in a highly creative image-driven world that I find to be an exciting challenge. But the greatest of all, is I get to help women feel powerful and build their worlds by looking and feeling good in what they wear. And in my free time, I am a proud IAA volunteer serving as the Chapter President North America and Global Secretary. It’s here where I get to give back to the industry which has given me so much. That’s what I call double happiness!

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the IAA because I am a global citizen at heart. My entire career and much of my adult life has been about connecting cultures and commerce for a better life. IAA embodies all of that.

  3. Which IAA value is closest to your heart and why?

    I love the intersection of inclusivity and internationality at the IAA. The IAA is the only organization in our industry that connects all aspects of the communications industry with people and cultures globally to create one community worldwide. It’s truly the United Nations of IAA!

  4. What is your favorite example of the IAA serving the global marketing community?

    The World Congress is probably the best expression of the IAA brand. It’s where the IAA truly shows up as the Compass for the global marketing and communications industry bringing together industry leaders from all over the world for one global conversation.

Carol Schuster

IAA President, North America Chapter IAA Global Secretary

Steve Babaeko

  1. What do you do?

    As the CEO/Chief Creative Officer of X3M Ideas, I have the unique responsibility of overseeing both the business development and creative direction of our advertising agency. This dual role requires me to balance the strategic growth of our business with the creative excellence that defines our work. It's a dynamic and challenging position that demands constant adaptability, innovation, and a deep understanding of both the market and the creative process. Every day brings new challenges and opportunities, keeping me fully engaged and driven to push the boundaries of what our agency can achieve.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined the International Advertising Association (IAA) because it stands as the true United Nations of global advertising and marketing. The IAA brings together professionals from every corner of the world, creating a rich tapestry of cultures, ideas, and perspectives that is unparalleled in our industry. What drew me most to the organisation is its commitment to fostering an environment where diversity thrives, allowing clients and advertising professionals to connect, collaborate, and learn from one another in a truly global context. This unique setting not only broadens our horizons but also inspires innovation and creativity, driving the industry forward in exciting new ways.

  3. Which IAA value is closest to your heart and why?

    The IAA value that resonates most deeply with me is creativity. My journey in the industry began as a Copywriter, where I quickly realised that creativity is not just a skill—it's the very soul of the work we do. In advertising, creativity is the spark that brings ideas to life, transforming concepts into compelling narratives that capture attention and drive change. But beyond its role in our business, I believe that creativity holds a much greater potential. When properly harnessed, creativity has the power to reshape perspectives, influence culture, and even change the world. It’s this belief in the transformative power of creative thinking that has guided my career and continues to fuel my passion for the industry.

  4. What is your favorite example of the IAA serving the global marketing community?

    One of my favourite examples of the IAA's impact on the global marketing community is undoubtedly the last World Congress in Penang, Malaysia. The event was nothing short of spectacular—a true marketing equivalent of the Olympics. It was inspiring to witness professionals from all corners of the globe come together in such a warm and welcoming atmosphere. The Congress not only showcased the best of what our industry has to offer but also embodied the spirit of unity and collaboration that makes the IAA so special. It was a beautiful reminder of how powerful it can be when the world gathers to exchange ideas, celebrate creativity, and push the boundaries of marketing on a global scale.

Steve Babaeko

IAA President, Nigeria Chapter

Pradeep Dwivedi

  1. What do you do?

    I am Group CEO of Eros Media World, a global media and entertainment company that acquires, co-produces and distributes films, digital content and music across multiple formats such as theatrical, television, OTT digital media streaming and emerging web 3.0 ecosystem to consumers around the world, which also owns one of the largest library of Indian films.

  2. Why did I join the IAA and what’s the value of being an IAA member?

    I joined IAA to be an active participant in one of the most dynamic, creatively inspired and high impact service sectors, and to learn from sharing insights across media, marketing and advertising. I recognize this value on an ongoing basis given our diverse global initiatives.

  3. Which IAA value is closest to your heart and why?

    We believe brands are uniquely positioned to align businesses, societies and governments on a path to a sustainable future. It is very close to my heart and belief system.

  4. What is your favorite example of the IAA serving the global marketing community?

    For over a decade the Olive Crown Awards, organized by the IAA India Chapter have honors, recognizes and celebrates media, communications, marketing, and advertising that forcus on sustainability. It is rightly said that we have not received this planet from our ancestors, but are merely borrowing it from the coming generation. It is a massive responsibility and we, as an industry, must continue our efforts towards sustainability.

Pradeep Dwivedi

VP & Area Director, APAC, IAA Global

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