Penang, 11th July: The 45th edition of the International Advertising Association (IAA) World Congress will be held in Penang in 2024. This marks the first time this congress will be held in Southeast Asia. Organisers are expecting some 2,000 delegates, generating an estimated economic impact of US$3 million to the Malaysian state.

The three-day congress will be held from 6th to 8th March 2024. The theme will be “Brand ReCode: Createch for Better Lives, Better World.” It will have the goal of helping people and businesses to merge creativity and technology in trade and industry. The congress will feature panel discussions, tech expos, board meetings and team building sessions, award shows and masterclasses.