TRENDSETTERS: New IAA Chairman, Alan Rutherford, has Message for Industry in Moscow
During his address to 1200 delegates from 45 countries at the 42nd IAA World Congress in Moscow, Alan Rutherford suggested that the industry go back to basics. "The world begins and ends with the consumer," he said. "We are an industry that is too internally focused and not looking outward enough."
He continued by outlining that this is a time to rebuild relationships-- especially between agencies and media owners, to understand the relevance of transparency, to increase the emphasis on new talent, and to recognize the shift from West to East by noting that new economies will take on leadership roles-- hopefully, with some learned wisdom from the old world.
Rutherford went on to ask, "What does this new age mean to all of us in the communications business?"
He outlined 5 basis answers:
- This age means taking responsibility.
- It also encourages us to improve creativity, innovation, and consumer understanding.
- We should embrace technology and learn new ways of being more efficient.
- Educating and developing the next generation is critical.
- Our roles should always consider the need to build value.
What does Alan Rutherford have in store for his term as leader of the IAA?
- An emphasis on Responsibility will be paramount
- Thought leadership to encourage innovation and adopting new technology.
- Self-regulation for advertising, so that creativity may flourish around the world.
- Redefining education for next stream of talent. .
"The ultimate beneficiary of these goals is advertisers and their brands," say Rutherford. "The IAA will also encourage multinational advertisers to support our efforts."
