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By Published on .

The increasing establishment and use of new media to reach worldwide audiences will be a topic of discussion at the International Advertising Association's 35th World Advertising Congress.

The IAA expects the June 10-12 conference in Seoul to be its largest-ever, possibly attracting as many as 2,300 attendees.

"The most important general issue regarding the global advertising industry is the exploding growth of multimedia," said In Sup Shin, secretary general of the congress.

The annual IAA Award will be presented to Ted Turner, chairman and president of Turner Broadcasting System. Other speakers include representatives from ad agency networks, media companies and marketers, including Lachlan Murdoch, vice chairman of Star TV; Michael Bungey, CEO of Bates Worldwide; Martin Sorrell, CEO of WPP Group; Bill Lynch, CEO of Leo Burnett Co.; and Andrew Salzman, VP-worldwide marketing and brand management, Eastman Kodak Co.

Keith Reinhard, chairman/CEO of DDB Needham Worldwide, New York, will discuss reaching multicultural consumers worldwide in a multimedia environment.

"Some countries already have 500 channels, and the consumer there is more and more in control, as opposed to the media," Mr. Reinhard said.

"So modern-day agencies have to learn to be global and local at the same time," he said. "The New York State Library isn't interested in our global capabilities, but Digital needs us in 58 markets."


The IAA, with more than 3,600 members in 89 countries, doesn't expect past tensions between chapters in mainland China and Taipei, Taiwan, to become an issue at this year's conference.

"Korea will, of course, welcome delegations from both the People's Republic and from Taipei. This issue is no longer controversial," said an IAA executive.

"The problem between China and Taiwan... is a political problem," Mr. Shin said.

For information about the World Congress, call the IAA, (212) 557-1133. Its Web address is http://www.iaacongress.com.

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