DUBAI: In its efforts to become a major hub of global economic activity, Dubai is looking at refurbishing its image through positive interaction with the world media and developing a world-class communications industry.

"As recent events show, we can no longer afford to presume that the world knows who we are and what we stand for. We have to develop our image, one that accurately reflects who we truly are and what we do here," Sheikh Ahmed bin Saeed Al Maktoum, President, Dubai Department of Civil Aviation, said. He was delivering the inaugural address at the 40th International Advertising Association (IAA) World Congress.

Nearly 2,000 delegates from 67 countries are participating in the event and some of the well-known speakers include Jose Maria Aznar, former Spanish Prime Minister, Steve Forbes, CEO of Forbes, and Tateo Mataki, CEO, Dentsu.

Establishing globally

Sheikh Ahmed pointed out that Dubai was establishing itself globally in international trade, tourism, healthcare, finance and leisure.

According to some estimates, the city could become a business hub to service a market of 1.5 billion consumers in the Arab world, Africa and the Indian subcontinent.

Developing the communications industry was a focal area, which would be encouraged in the future, Sheikh Ahmed said.

Dubai's initiative to develop an Internet city and Media city was "only the beginning of our investment in this industry," he observed. "We will not stop building ourselves a truly world-class communications capability to encompass advertising, marketing, branding, public relations and all the other related disciplines."

Sheikh Ahmed emphasised that Dubai envisioned itself "not just a city made of glass, steel and concrete, but a city made of ideas, creativity and opportunity."

Effective communication

Highlighting the need for effective communication, a delegate pointed to the controversy that led to Dubai Ports World (DPW), a United Arab Emirates (UAE)-based company, to pull out from its bid to manage six ports in the United States, due to political considerations.

"What Dubai and the UAE quickly learnt is that they and the other progressive nations in the region need to connect more fully and be more attuned to the current realities of the modern world," Joseph Ghossoub, Chairman and World President of the IAA. The world had a high stake in Dubai, as the city was "the island of hope in a region that is otherwise painted by western analysts as a war zone."

The field of communications was evolving rapidly and, "publishers, (advertising) agencies and clients" needed to work jointly in order to succeed, he said. "We need to engage with the world of communicators in a direct way and bring together all of its various disciplines — advertising agencies, advertisers, media, publishers, public relations, direct marketing, corporate identity, research firms and academia."

In his address, Mr. Aznar said democracy, free trade and peace were the key to sustained growth and stability.

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