22 March 2006
Dubai: Dubai must work harder to project a positive image to the world, the chairman of the Emirates Group has told the 40th International Advertising Association Congress.His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, yesterday opened the 40th International Advertising Association (IAA) World Congress, the largest in IAA history, at the Dubai International Convention Centre.
Attended by more than 2,000 delegates from 67 countries, the Congress broke all previous attendance records prior to its opening day.
In a veiled reference to the DP World controversy, Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation and Chairman and Chief Executive of Emirates Group, said the city was not perceived accurately overseas.
"As recent events show, we cannot presume the world knows who we are and what we stand for.
"We have to develop our image, one that accurately reflects who we truly are and what we do here.
"We have to channel that image to ensure it reaches as many people as possible. And then we have to listen," he told the delegates during his opening speech.
Shaikh Ahmad also said Dubai had to ensure that it developed intellectually and creatively as well as physically.
"Here in Dubai, we have access to some of the best and brightest minds in the region, and from around the world.
"The time is right for us to tap into this creativity, and take up the challenge of growth to create a city that is truly unique in the world: not just a city made of glass, steel and concrete, but a city made of ideas, creativity and opportunity," he said.
And he promised there would be no let-up in the stunning pace of the city's technological advance.
"Dubai has invested a great deal already in industry initiatives like the Dubai Internet City and Dubai Media City to ensure that we are on a par with the rest of the world when it comes to technology and media.
"I can assure you today that that is only the beginning of our investment in this industry. We will not stop building ourselves a truly world-class communications capability to encompass advertising, marketing, branding, public relations and all the other related disciplines," Shaikh Ahmad said.
In the following speech, Jihad Azoour, Lebanon's Minister of Finance, told delegates that advertising and the media were vital in promoting political, social and economic reforms.
"In recent history, advertising and media have played a role in shaping public opinion in the world we live in.
"From the Orange Revolution to the Cedar Revolution, advertising and media have helped nations go through changes and promoted the values of democracy and freedom.
"They have promoted the discussions of civilisation that will bridge the divide between the east and west," he said.
He said it was particularly important that the advertising and media worlds acted as agents of reform in the Arab world.
"We still have to make use of this opportunity to modernise the public sector and to increase flexibility in our labour markets. We must embrace the role of media and advertising in bringing about these changes," he said.
Shaikh Mohammad visiting the stalls after inaugurating the 40th International Advertising Association (IAA) World Congress. He is accompanied by Joseph Ghossoub, IAA Chairman and World President. Asghar Khan/Gulf News
By Daniel Bardsley
Gulf News 2006. All rights reserved.
