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Mihai Ghyka: IAA a fost si a ramas o ancora de profesionalism a industriei

Mihai Ghyka
Mihai Ghyka

IAA Romania implineste anul acesta 25 de ani de activitate. Iata ocazia perfecta pentru a face o scurta introspectie in trecutul intregii industrii cu scopul de a pune corect bazele planurilor de viitor, fara a uita curajul, creativitatea, dar mai ales oamenii care ne-au sustinut.

De asemenea, o privire de-a lungul istoriei este necesara pentru a ne gasi cu totii forta motrice de a duce la indeplinire promisiunea transofrmarii Romaniei intr-un Hub Global Creativ.

Industria advertisingului si a comunicarii romanesti este una desi nu foarte indelungata, cu siguranta intensa, plina de provocari, schimbari si cu o evolutie accelerata.

Daca la inceputul anilor ’90 (’90-’92) au aparut primele agentii romanesti, la scurt timp au aparut si primii advertiseri globali (’92 -’94) si primele agentii de media (’94-’96), iar IAA Romania nu a intarziat sa apara inca din 1993. Ulterior au fost create si entitati care masoara, reglementeaza si ajuta instiutional actorii implicati, iar impreuna am creat si tot modificam de atunci in mod constant legea advertisingului – anii 2000.

In 2004 am avut prima Gala Effie in Romania, in 2007 a fost luat primul Leu la Cannes de catre o agentie romaneasca si tot in 2007 a aparut prima scoala de mini MBA-uri in domeniul comunicarii, brandingului si advertisingului – IAA School.

Am trecut impreuna si prin criza, am ramas impreuna si pe curba descendenta a bugetelor si a investitiei in publicitate, ne-am ridicat, ne-am scuturat si continuam impreuna in faza de revenire.

Acum nu ne ramane decat sa ne gandim la viitor, unul pe care sa-l putem prevede. Cum putem transforma aceasta dorinta in realitate? Continuand sa fim o industrie coagulata si lucrand impreuna la planurile de viitor.

IAA Romania si-a propus sa transforme Romania Intr-un Hub Global Creativ, iar pentru realizarea acestui obiectiv este nevoie de eforturile cumulate ale tuturor membrilor si a intregii piete. Putem face asta inovand, fiind curajosi, colaborand si fiind vizibili prin campanii si proiecte creative, premiate, apreciate la nivel international. IAA Romania va fi acolo sa va sustina atat demersurile legislative, cat si pe cele creative, sa fie un incubator de talente si de inspiratie.

Asadar, pentru a retrai o parte dintre momentele importante ale industriei, vom demara incepand de astazi un proiect editorial cu oameni care au schimbat istoria, o serie de interviuri cu Senatorii IAA, urmati de membrii ai Boardului si Presedinti, oameni ce reprezinta intreaga industrie si care ne vor da perspectiva potrivita pentru viitor.

Membru al Senatului IAA Romania, Mihai Ghyka a condus asociatia in calitate de Presedinte in perioada 2006-2007. De formatie marketeer, Mihai a detinut pozitii de top management in companii multinationale ca Bergenbier SA si Vodafone. El este, printre altele, parintele brandului Bergenbier, unul dintre cele mai iubite branduri de bere romanesti.

Mihai Ghyka

“IAA a fost si a ramas o ancora de profesionalism a industriei, o platforma de comunicare si de invatare, ori pentru multi dintre noi, un mod de viata. 

Am decis sa ma implic activ in IAA cand eram intr-al treilea an de mandat ca director de marketing si simteam o anume plafonare profesionala.

IAA a fost atunci pentru mine o scoala prin invecinarea cu cei mai buni profesionisti din comunicare. Ne aducea laolalta dorinta de a face ceva pentru industrie, de a ridica standardele de calitate in publicitate, precum spune insasi misiunea IAA. Asa s-a nascut primul EFFIE Festival Romania.

Organizatia arata mai mult ca un club de domni si doamne ce se exprimau cu eleganta si se regaseau in numar mare cand industria era supusa vreunui atac al legiuitorului. Nu exista sediu, ci doar un birou flotant al secretarului executiv, Irina, ce se deplasa acolo unde era presedintele IAA. Organizatia era pe atunci o combinatie de poezie, eleganta si comunicare de calitate premiata prin EFFIE.

A urmat apoi “Revolutia Felix”, cu proiecte si transformari ce nu indrazneam a crede ca pot fi facute. Sediu, angajati, Scoala IAA, Young Profesionals, Conferinta Europeana si apoi, firesc, Conferinta Globala IAA.

Astazi, privim inainte cu optimism si entuziasm, ca la 25 de ani!

La multi ani celor de atunci si celor de azi!”