IAAWC 2024: Penang’s three-day extravaganza set to catalyse economic growth and innovation

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PENANG is set to host the 45th International Advertising Association World Congress (IAAWC) 2024, marking the event’s debut in Southeast Asia.


Scheduled to be held from March 6 to 8, 2024, the IAAWC 2024 is jointly co-hosted by IAA Malaysia, Penang Tourism and Creative Economy and the Penang Convention and Exhibition Bureau (PCEB).


A legacy since 1938, the IAAWC has been held in cities like New York, London, Paris, Tokyo, Sydney, Beijing, Dubai, and Moscow.


Over 1,200 delegates and more than 25 speakers are expected to take part in the three-day event in Penang.


The theme ‘Brand: ReCode Better World, Better Life’ has been chosen for IAAWC 2024. It will be highlighting sustainability, diversity, equity, inclusion and ESG.


The IAAWC is believed to be the largest marketing & communications technology gathering comprising marketing, media, creativity, communication, technology, and education.


IAA Malaysia president and IAAWC 2024 chairman Prof John Doody Chacko said the selection of Malaysia to host the IAAWC 2024 is a significant milestone, not only for the nation but also for Southeast Asia.


“This congress is not just a convergence of ideas but also a celebratory moment, commemorating the 85th Anniversary of IAA Global, 30th Anniversary of IAA Malaysia, and the International Women’s Day,” he said.


Chief Minister Chow Kon Yeow said the three-day event is expected to harness an impressive Estimated Economic Impact (EEI) of RM5.8 million for Penang.


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Chow speaking to the media at his office in Komtar.


“The event promises to catalyse economic growth and innovation, featuring a stellar line-up of speakers and industry experts.


“This congress harmoniously aligns with the Penang2030 vision, embodying the state’s strategic goals for sustainable development.


“The Penang government recognises this congress as a pivotal opportunity to spotlight the state’s robust investment potential, aiming to attract a diverse range of investments that will contribute to the region’s growth and prosperity,” he told a media conference at his office in Komtar today.


He encouraged local businesses, brands, and organisations from various industries to seize the opportunity to network, collaborate and grow by taking part in the event.


Penang Tourism and Creative Economy (Petace) Committee chairman Wong Hon Wai underscored Petace’s unwavering dedication to expanding the influence of tourism and creative economies. The objective is to position them as integral pillars within the state’s economic framework.


“This initiative not only generates additional job opportunities but also serves as a magnet for new investments, fostering the growth of existing and emerging talents while uplifting the local community.


“I am confident that the IAAWC will play a pivotal role in enhancing these sectors,” Wong said.


Also present were PCEB chief executive officer Ashwin Gunasekeran and Chief Minister Incorporated (CMI) general manager Datin S. Bharathi.



Story by Christopher Tan
Pix by Ahmad Adil Muhamad
Video by Law Suun Ting