The UAE Chapter of the International Advertising Association (IAA) will host a forum on creativity at this year's Dubai Lynx Festival. Entitled, Creativity: Blame it on the Client, Agency or the Consumer, the moderated discussion, including four industry practitioners: two clients and two agency creative heads, will take a close look at the region's creative product.

"Creativity is an ongoing debate the world over and our region is no exception," Marwan Kai, Chairman of the IAA UAE Chapter Lynx Committee explained. "We have brought together some key industry figures who will give their own take on the dynamics that are helping to drive creativity and those that are holding it back," said Kai.

Kai maintains that we have heard a diversity of opinions on what is happening, from a creative viewpoint, in the region, but that the unique structure of this year's IAA Seminar will give a fresh approach and an opportunity to look at the conversation from a different perspective.

"The panelists we have secured are at the top of their professional game, both agency and client-side and are all navigating creative challenges every day. We expect some frank and thought provoking individual and collective views," said Kai.

The session will be moderated by Mazen Hayek, Group Director of Marketing, PR & Commercial MBC Group. The four panelists are: Ashish Banerjee, Vice President, Brand, Brand & Communications du - Emirates Integrated Telecommunications Company, Ahmed El-Azizi, Vice President Marketing PepsiCo MEA, Nirmal Diwadkar, Regional Creative Director, (MENA)TBWA\Raad and Malek Ghorayeb , Executive Regional Creative Director, Leo Burnett.

The panel will discuss a wide range of issues including whether the region is under-represented in international award shows and if so why? And the perennial questions of talent and leadership and whether we have the right decision makers to call the shots?

"The session will be fast paced, highly interactive and engaging, said Kai. "With lots of challenging observations and hopefully a few revelations, the conversation will no doubt continue long after the session closes," concluded Kai.

The IAA UAE Chapter seminar, Creativity Blame it on the Client, Agency or the Consumer will run Monday, March 15, 10.30am -11.15am, Dubai Lynx Festival, The Palladium, Media City.