Continuing our “United Nations of IAA” campaign, we’re excited to share insights from global executives on fostering unity, collaboration, and diversity across 56 countries.
This week, we are pleased to introduce Matthias Kiess, IAA President – IAA Swiss Chapter.
IAA: What do you do?
Kiess: For over 30 years, I have been deeply committed to every facet of marketing and communication, building a wealth of experience across both the pharmaceutical and consumer goods sectors, on both the client and service provider sides. Today, as CEO of a leading creative agency, I consider myself not only a business leader but also a mentor, a connector, and a passionate advocate for the future of our industry.
IAA: Why did you join the IAA?
Kiess: I joined the IAA because it is a multifaceted organization that addresses a wide array of critical issues in our industry while sparking inspiration. Moreover, it brings together a diverse community of stakeholders from various sectors, allowing it to represent overarching interests. The international reach offers a perspective that transcends national borders, and our chapter serves as a dynamic platform—fostering meaningful connections, inspiring innovation, and providing strategic thought leadership.
IAA: Which IAA value is closest to your heart and why?
Kiess: It’s challenging to single out just one value, but creativity is a driving force that’s particularly close to my heart. Creativity fuels innovation, drives economic growth, and sparks positive change. Yet, in today’s world, its true value is often underappreciated. Especially in an era dominated by AI, human-driven creativity is constantly being tested against the pressures of cost optimization.
IAA: What is your favorite example of IAA serving the marketing communications community?
Kiess: The true strength of the IAA lies in its ability to unite diverse voices, and it is this foundation upon which we must build. To make a meaningful impact in the market and provide clear direction, we must assert our opinions and differentiate ourselves through strategic, targeted initiatives. Above all, our efforts should be driven by a commitment to thought leadership, guiding the industry with vision and insight.