IAA backs education training plan for Asia

The Malaysia and Indonesia chapters will test-launch the training scheme.

The course is expected to cover a mandatory 32- to 40-hour marketing component, along with optional modules in creativity, media and market research.

Instruction is likely to be in the local language.

"Our final goal is to create a regional certificate endorsed by advertisers, media and advertising agencies," said Kazuo Miyakawa, IAA's vice-president and area director for Asia-Pacific.

Miyakawa, who is Dentsu's executive advisor, said the growing number of Asian industry executives taking up roles outside their home market had increased the need to create a professional development programme that is widely recognised in Asia-Pacific. "A lot of people in Asia are moving from one country to another so there is a need to create standardised qualifications," he said.

Miyakawa said IAA executives had visited several chapters to determine their training needs, stressing that the programme would be created by local chapters to ensure greater relevance.

Following the chapter visits, Miyakawa said a skeletal framework had been created, which the IAA hoped to flesh out, with pricing, timings and other vital details, at a regional chapters meeting in Singapore later this month.

In another educational initiative, the IAA is also backing the Asian Federation of Advertising Association's March 13 to 15 Asia-Pacific Media Forum in Bali next year. Speakers from within and outside Asia will address the conference, including Unilever worldwide's head of media Alan Rutherford, head of media Unilever Worldwide UK and Marie-Jose Forissier, president/CEO, Initiative Worldwide, France.

A third key initiative on the cards is the IAA's plan to launch a talent bank, dubbed its 'Silver Treasure' project. The bank will comprise retired or semi-retired executives who will provide their expertise to members needing their assistance.

The initiatives are part of efforts to increase IAA's membership base in Asia, riding on the momentum created by its World Congress in Beijing last month.

Miyakawa said regional chapters were adding members, with China expected to bring its membership ranks to about 60 by year-end, Taiwan on course to have 50 members and Sri Lanka and several Southeast Asia markets rebounding as well.