Building A Free Knowledge Zone

Creating a unified community of professionals in a region with major political unrest and communication obstacles is not easy, but Mehrnoosh Shafiei intends to do it.

- Tsunami Costabir

What's it like to operate out of a country with harsh economic sanctions but bright minds that wish to make an impact globally? Mehrnoosh Shafiei, Vice President - Central & West Asia (CWA) of the International Advertising Association (IAA), gives us a glimpse into her efforts to create a 'free zone of knowledge' between CWA and the rest of the world.

Shafiei lives in Tehran, Iran, where she has operated a 'creative boutique' since 2005. Her agency's role is to study the target group's behaviour and offer creative solutions to businesses on how best to attract and market to them.

Within Iran, the advertising industry is a pool of local competitors, and Shafiei believes they need more proficiency.

"It has been 50 years since the IAA has come to Iran and I think it was one of the best developments for Iran's advertising industry." Through the IAA, Iranians can connect with the global network of professionals. This helps them stay active, inspired and educated in new techniques, sciences and methods that develop in the community.