As part of the International Advertising Association’s (IAA) global campaign, “The United Nations of IAA,” we are thrilled to feature an interview with Sasan Saeidi, IAA World President & Chairman. With his extensive experience as a brand and business strategist, Sasan shares his insights into the evolving role of the IAA in shaping the future of marketing and advertising. His passion for inclusivity and creativity shines through, emphasizing the power of diverse perspectives to solve problems, foster peace, and drive innovation in the industry.
IAA: What do you do?
Saeidi: I am a brand and business strategist by trade, representing the advertising and marketing industry. I would categorize myself as a marketing and advertising consultant. Today, we don’t just talk about advertising; we discuss marketing, sales, transformation, innovation, brand equity, customer loyalty, empathy, and purpose. I love what I do, and if I could go back in time, I would choose the same role and industry all over again.
IAA: Why did I join the IAA and what’s the value of being an IAA member?
Saeidi: I joined the IAA because I have always wanted to be part of the industry and to advocate for a broader perspective that can enhance our work, reputation as marketers, and impact as influencers in the field. The IAA is the only organization on the planet that brings together such a varied, diverse, and multifaceted audience. We represent marketing, media, advertising, and technology today, and no other industry body offers this mix of representation. It’s because of this positioning and ecosystem that members truly benefit from and why they join the IAA. Come join us!
IAA: Which IAA value is closest to your heart and why?
Saeidi: I will name two: Creativity and DE&I, with inclusivity being the most important. I believe creativity is the strongest force in the world; it solves problems, fosters peace, brings smiles, changes lives, saves lives, and can be a force for good. Ensuring that everything we do is inclusive—meaning it benefits everyone, not just some—makes the world a better place. We need to create more ideas that bring people together, fostering inclusivity for all. That’s the IAA’s ambition.
IAA: What is your favorite example of the IAA serving the global marketing community?
Saeidi: One of my favorite examples is how we showcase our work at the Global World Congresses. They are a true spectacle and represent the best of the IAA. We integrate all our eight values and pillars during these congresses. It’s the Olympics of our industry—where internationality meets collaboration, diversity, advocacy, creativity, innovation, and sustainability, and where everyone is learning. I can’t recall any other event where society, industry, and government come together under our umbrella to discuss and share inspiration and creativity for good. That’s impactful. That’s being the compass of the marketing communication industry.