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Mexico, March 11, 2025 – The International Advertising Association in Latin America (IAA Latam) and Brand 100 have signed a strategic agreement aimed at strengthening collaboration among marketing and advertising leaders in the region. This alliance will also extend to IAA Spain, consolidating a cooperative network that promotes the exchange of knowledge and best practices in the industry. IAA is…

Alberto Fernández, President of IAA Latam, and CEO of Normmal, emphasized the importance of this collaboration, highlighting it as a “deep commitment to excellence and innovation in the global advertising industry.” This strategic alliance focuses on strengthening advertising in the region by combining the prestige of FIAP with the extensive global network of the IAA. The Ibero-American Creativity Festival (FIAP)…

Social issues such as inequality, diversity, climate change, and inclusion have gained significant attention, and customers now demand that companies incorporate more ethical and sustainable practices. IAA Malaysia and the State of Penang will host the 45th IAA World Congress from March 6 to 8, 2024, highlighting sustainability, diversity, equity, inclusion, and ESG at the center of the discussion. The…

Rainbows included on the graphic identity of large corporations only during Pride month is perhaps the tip of the iceberg of the recent and growing phenomenon called consumer queerbaiting, also known as rainbow washing. According to a report on the panorama of the diverse economy by Portafolio.co (2021), the purchasing power of the LGBTIQ+ community includes approximately 7% of the…

A couple of years later, the traces of the pandemic are still evident, and we have adapted to living in an uncertain world. When the world was reactivated after this pause, it was expected that it would be a moment of reset and definitive recovery. However, it resulted in a situation of uncertainty and instability. The desire to conquer the…

How can a brand connect emotionally with its audience? Very easy to say, but not so easy to achieve: With a good brand positioning. In order to have a good place in the minds of consumers, it is necessary for the brand to have a unique and distinctive image, differentiating itself from its competition and increasing its value through its…

At the consumer’s pace, so walks the marketing and communications industry. And as leaders, we don't just adapt, we evolve with the market. Some of the trends that brands are implementing are: Producing on video because consumers are all over this type of content. Marketers are betting on video. HubSpot has named video marketing as "one of the most important trends,…

An organization with no values is like a person with no soul. Since even before we were born, we’ve had the firm goal of creating an association that is capable of generating value both for our associates and for the entire marketing and communication industry in the region. And, for this, it is essential for us to build and develop…