Interaction, past and future

By Rehab Saad

Hassan Hamdi

Preparations are in full swing for the congress, which will be held under the patronage of President Hosni Mubarak. An operations room has been active for the past month to organise the registration of local and foreign delegates, accommodation, transport, the opening and closing ceremonies and other events of the congress. Preparations are almost complete: the list of speakers has been confirmed, plans for satellite conferencing have been finalised, hotel and tourist buses have been booked and arrangements have been made for pre- and post-congress tours.

"It is a big honour for Egypt," said Hassan Hamdi, chairman of the organising committee. "In fact, this is the first time the congress will be held in the Middle East and Africa. Due to its importance, many countries compete aggressively to host this congress."

With the world standing on the threshold of the third millennium, the principal theme of the congress will be "Interaction: the 21st century." Delegates and representatives of various information technology companies, such as Microsoft, Compaq and AT&T, will talk about the future of communications and interactive advertising and marketing. Experts will reveal the vast untapped potential of the Middle East and Africa, providing guidance on how to do business in the region.

"About 50 senior speakers are gong to take part," Hamdi said. Ibrahim Nafie, Al-Ahram board chairman and editor-in-chief, will deliver the key-note speech at the congress. Also invited to speak on the future of media and marketing communications are Michael Elliott, editor of Newsweek magazine, Jim Lee, president of American Express Emerging Markets, Robert O'Leary, Corporate public affairs manager of Mobil, Jan Soderstrom, executive vice -president of Visa International and Paul Woolmington, president of World Wide Media."

For the first time in the IAA's history, the congress will include interactive sessions, where attendants will have the opportunity to interact via satellite and video-conferencing with others abroad. Using a computer server, the sessions' moderator, sitting in the Cheops Hall of the CICC, will connect delegates with on-line speakers abroad. All delegates will be able to follow the sessions through video screens and projectors. If they wish to interact with moderators and speakers, they will be able to use one of 120 computers installed in the conference hall.

Interaction sessions will consist of three parts: past, present and future. Interaction "past" will explore the mysterious interactions of ancient Egyptian culture -- the first civilisation in which communication was documented. All the speakers will be renowned Egyptologists or historians, such as Dr Kent Weeks, who will speak from the Al-Ahram office in New York, Dr Christianne Ziegler, speaking from the Louvre in Paris, Dr Gaballah Ali Gaballah, head of the Supreme Council of Antiquities, speaking from the Egyptian Embassy in Vienna and Dr Zahi Hawwas, Director of the Giza Plateau, speaking from a boat cruising between Vancouver and Alaska.

Interaction "present" will gauge the consumer's role in the information age, and the advantages and disadvantages of being informed by so many different sources, and through so many hi-tech channels.

Interaction "future" will look into the future of communication technologies, and their impact on the coming generations.

"It is the first time ever in 60 years that the attendants will be able to interact with people from five different European countries on air, and be able to ask them questions and hear their answers," Hamdi said. "The satellite conferencing is sponsored by Arab Radio and Television (ART)," Hamdi added.

Another first is a business match-making programme, offering interested delegates the opportunity to meet with key government officials, and leading private sector entrepreneurs to probe business potential.

"I believe that the vast international media coverage of the congress will benefit Egypt a lot," Hamdi said. "The attendants will convey what they saw to their newspapers or TV stations. Moreover, the presence of about 1,500 foreign visitors will promote conference tourism to Egypt."

Hamdi added another important point: "The advertisement budgets allocated for the Middle East are small compared to those allocated for Europe, the USA and Japan. It is high time to show the world that we are not getting our fair share." He feels that the congress could serve as a platform for discussing the matter.

On the last day of the congress, and on the occasion of the IAA's 60th anniversary, Mrs Suzanne Mubarak, Barry Day, Creative Director of the IAA and Norman Vale, the IAA's director-general, will launch a "give-a-kid-a-hand" campaign, which is designed to underline the world's responsibility towards children. The campaign will receive extensive coverage throughout the world.

On the sidelines of the congress, an exhibition displaying the latest achievements in the fields of information technology, telecommunications, multi-media and related industries will be held, as well as a bazaar displaying Khan El-Khalili handicrafts and Egyptian cotton casual wear.

The congress is organised by the Al-Ahram Establishment, Look Advertising, American Express Travel and Intermarkets. It is also sponsored by a number of major Egyptian and Arab media channels, advertising and tourism organisations. It has the support of the ministries of information, tourism, foreign affairs and transport and communications.
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