IAA World Congress 2020 is determined
On June 19, 2019, the International and National Organizing Committees of the 45th World Congress of the International Advertising Association (IAA) held a meeting in Cannes to discuss the upcoming Congress 2020 in St. Petersburg. During the meeting, members of the Organizing Committees approved the key topic of the IAA World Congress 2020 – POWER TO PEOPLE.
The IAA World Congress 2020 focuses on development of the communication industry within the context of mass production of goods and services targeted to meet individual needs.
Mass production culminated development of the mankind at the outset of the 20th century. It enabled manufacturing of a wide range of state-of-the-art products to meet human needs with an affordable offering. Mass production resulted in mass consumption of goods that meet the needs of social mainstream. Therefore, the marketers' efforts were limited to identifying common features of consumer needs of the largest social groups with the purpose to produce communication products fitting the majority.
Today, the level of technology and production makes it possible to customize products and services and still make them affordable to a large audience. Economic power is now shifting from companies to consumers. It starts from the possibility for an individual to determine design, functionality and details of a customized product and expands onto creation of a virtual world in which one may choose where, when and on which device to consume content and purchase goods. The function of marketing is now to find opportunities for individual engagement using content that will meet personal interests over a certain period of time. Within this context, modern media channels represent a complex of these individual interactions.