The IAA UAE has established a new forum to represent specific goals related to the expansion and good practices of the film and video advertising production community in the UAE. Professional content production is central to the requirement of a thriving advertising category. As the demand for content production across multiple platforms grows, there is a clear need to have a team focused on raising industry standards, resolving industry issues and standardizing best practices.
Over the last two terms the IAA UAE has diversified its Board to include educationalists, clients, media, digital, integrated and traditional creative agencies.
Now it is extending the remit to support the needs of the advertising production community which is a significant section of the membership it serves today. The IAA UAE-Production Forum, that will have both a steering and a working committee, is tasked to drive the Forum’s agenda.
“The communications industry in UAE is a diverse and thriving sector. Having our production industry members focus on a specific agenda that promotes and expands their role in UAE is a very welcome and timely initiative given the rise of content,” said Hani Ghorayeb, President of the IAA UAE Chapter.
The IAA UAE-Production Forum is made up of IAA UAE individual members who are producers, location managers, production managers and aerial professionals.
The first steering committee leaders are Karen Coetzee, Owner/Producer, Central Films; Shane Martin, Owner/Exec Producer, Boomtown; Lyall Gardiner, Owner/Location Manager, Fstop Locations and Ali Azarmi, Managing Partner, Joy Films.
Karen Coetzee who is part of the new steering committee commented, “The IAA UAE-Production Forum is a first in the UAE and a perfect fit and launch pad for the film and television community to speak with one voice. It will be a meaningful interface to communicate between the production industry, advertising agencies and media. Dubai Film and TV Commission and Abu Dhabi Film Commission are also a very important element in this initiative and we look forward to working closely with them.”
Under the umbrella of the IAA UAE Board, this newly established production community will meet monthly at the IAA UAE and will create ties with the production community as they work towards it broad mission of representing the film and TV production fraternity and growing the domain.