We’re excited to present Pascal Cübb, IAA President of the French Chapter. As an entrepreneur and producer of B2B events in the advertising industry, Pascal is a visionary who believes in the power of action over words. His commitment to driving meaningful change in the industry is fueled by a passion for leveraging advertising’s influence to promote values that matter.
In his interview, Pascal shares his connection to several key IAA values, including Diversity, Equity, and Inclusion (DEI), education, and collaboration.
IAA: What do you do?
Cübb: I’m an entrepreneur, creator, and producer of B2B events and original content in the advertising industry. Passionate about and committed to many subjects for many years, I am a recognized free thinker who believes that we must now stop talking and start acting to create impactful change. In our industry, we have the immense power to touch, influence, and show a large audience the values that we defend.
IAA: Why did you join the IAA?
Cübb: Three years ago when you approached me to relaunch IAA France, I accepted for several reasons. Because our action is global, a big difference and opportunity to represent France advertising industry in the world. We are transversal, a unique positioning allowing us to speak with all the players in our industry. And last but not least, we talk about values and meaning. We are the « Global Compass ».
IAA: Which IAA value is closest to your heart and why?
Cübb: Only one is too little and my heart is big! DEI because it emphasizes the importance of recognizing and valuing the diverse aspects of people’s identities, beliefs, and backgrounds. Inclusion goes beyond just acknowledging diversity; it ensures that everyone, regardless of their differences, is welcomed, respected, and treated as an integral part of the community. In differences knowledge and intelligence are cultivated. Education because everything we do is for our children and their future. Because we have to communicate and we need to share with young people. We learn a lot from them. Collaboration, because together we are stronger.
IAA: What is your favorite example of IAA serving the marketing communications community?
Cübb: When we demonstrate the strength of our industry united to serve a cause, we can achieve remarkable things. This was evident in 2022 when IAA France initiated a global effort for Ukraine. By uniting an unprecedented communication campaign with media, brands, agencies, and platforms, we showed that we are powerful together and capable of making a positive impact.
Additionally, the IAA United Nations dinner at Cannes Lions is a great opportunity to build relationships, foster exchanges, and share insights among our members and industry leaders.