The International Advertising Association (IAA) is the world’s most influential network of marketing and marketing communications professionals, comprising more than 4,000 individual and corporate members across the marketing, advertising, media, and academic sectors. In 1999, the IAA accredited the Bachelor of Arts in Advertising and Marketing at the Faculty of Humanities at Notre Dame University-Louaize (NDU), and the university’s Advertising Club became the IAA Advertising Club. The club’s growth and success would not have been possible without the passion and dedication of past professors and current Senior Lecturer Melhem Rechdan, who was re-elected in June as a board member for the IAA Lebanon Chapter.
A creative by nature since his school days, Melhem is now a Senior Lecturer of Advertising, an established marketing consultant and trainer, a copywriter, and most recently the co-author of Prof. Philip Kotler’s Essentials of Modern Marketing – Lebanon Edition. These are the skills he developed during his studies in advertising and marketing at NDU.
Below, he shares how his journey with the IAA began and what this achievement means for the program and the advertising industry in Lebanon.
1. How did your relationship with the IAA begin and develop?
During my early university years, I served as Vice President of the IAA Advertising Club (2003-2004) and later as President (2004-2005). I then served as the club’s advisor at NDU’s Main Campus from 2012 to 2016, and again from 2021 to the present. To spread the knowledge and build connections, I founded the IAA Advertising Club at the North Lebanon Campus in 2020, where I also serve as advisor.
In 2013, I launched the IAA Diploma Ceremony, producing five successful editions and hosting Lebanon Chapter Presidents such as Joe Ayache and Naji Boulos, and international IAA Presidents Felix Tataru and Faris Abouhamad. We also honored aindustry veterans such as Andre Rizk and Dany Richa.
In 2015, I became the first Lebanese recipient of the IAA Young Leader Global Compass Award, and was later appointed as a jury member for the award in 2018 and 2024. I also reinitiated the IAA Young Professional Chapter, serving as its President from 2017 to 2019. In 2023, I was elected to the Executive Board of the IAA Lebanon Chapter under the leadership of its current President, Naji Boulos, and was recently re-elected for another two-year term. NDU alumnus Alain David, Chief Digital Officer at Promofix Dubai, was also elected to the board.
2. How do you incorporate this achievement in your lectures and your role as Advertising Club advisor?
As a lecturer, I regularly encourage my students to attend the IAA conferences and workshops. Many of our students and fresh graduates have become active members of the IAA Young Professionals Chapter, benefiting from valuable networking opportunities. The IAA also funded the travel expenses of NDU student delegations to attend multiple editions of the IAA Dubai Apprentices Conferences.
In parallel, we frequently invite IAA board members to participate as jury members for the Senior Advertising Course and to take part in the IAA Diploma Ceremony at NDU. We are also currently developing an IAA-sponsored scholarship program dedicated to supporting NDU’s advertising and marketing students.
3. What are the IAA’s contributions to the local advertising industry, both academically and professionally?
The IAA regularly holds seminars and conferences on current topics in advertising, creativity, and digital marketing. Recently, the Lebanon Chapter has focused on key challenges such as client pitching practices; developing industry-wide rules and regulations to support the development of the industry at every level; protecting the interests of agencies, media, and clients; and avoiding under-dealings, unethical practices or counterproductive methods that would be detrimental to the long-term survival of the industry.
In partnership with Stat Ipsos, the IAA published a research study titled
Millennials and Gen Z – Insights from Lebanon’s Next Generation.
The IAA has also held two editions of the IAA Hall of Fame, honoring the outstanding contributions of leading figures in Lebanese advertising. Looking ahead, we plan on bringing top-notch speakers to Lebanon to address current advertising issues and inspire students and professionals alike.
With NDU being the only university in Lebanon offering an IAA-accredited degree in Advertising and Marketing alongside 55 other countries worldwide, the program continues to produce exceptional talent in this dynamic and creative field. Mlehem Rechdan’s re-election to the IAA Lebanon Chapter board reflects the Association’s continued trust and support, as well as NDU’s unwavering commitment to advancing academic excellence and upholding the highest ethical standards in advertising and marketing.