International Advertising Association (IAA) holds a conference on the PULSE of PRINT
The International Advertising Association (IAA) organized a conference at the Hilton Habtoor Hotel under the theme “The Pulse of Print”. Gathering advertisers, clients, advertising agencies, media agencies, media concessions and media owners, the conference shed light on the challenges that print is facing in light of the rise of digital media.
Held under the auspices and presence of the Minster of Information, H.E. Melhem Riachi stressed on the importance and relevance of print media in the information cycle and that its role will not diminish the role of digital but will add to it.
The main speakers of the event were, Mr. Roger Dooley – Founder of Dooley Direct and Author of BrainFluence, as well as Mrs. Eileen Le Muet – VP of Group Figaro.
Mr. Roger Dooley showed the audience the findings of Neuroscience and their impact on NeuroMarketing, where the brain is mapped and delivers its secrets allowing marketers to understand better rational and emotional reactions to various advertising stimuli.
As it turned out print has a stronger and much longer lasting effect than digital; which has strong implications on the selected balance digital and print.
In turn, Mrs. Eileen Le Muet shared her experience at the prestigious institution, Group Figaro. Her theme was focused on “Print and Digital, not OR Digital”, giving live examples about what they achieved and how they re-invented the use of print especially when addressing luxury products.
Following the interventions, a panel discussion was held where various media concessions had the chance to express their point of views about the upcoming challenges of print.