The IAA UAE Chapter has announced the second session of its Professional Development Series. The one day, four-part 'Connect with digital or face extinction' will be held on April 20 at the IAA's Dubai Media City offices, and will be led by Kieran O'Sullivan, general manager of digital marketing agency Impact Proximity; Dimitri Metaxas, executive regional director of digital at media company Omnicom Media Group; and Souheil Soueid, an account manager at Google.

Kamal Dimachkie, Chairman of the IAA UAE Chapter Events and Talent Committee explained that the IAA series aims to complement existing sources of training and to develop a wider set of skills in younger members of the media and marketing communications and that the inaugural session last month delivered on that.

"The feedback from the first course was very positive, particularly in terms of delegates scoring the content as being highly relevant in terms of helping in their current jobs and future career and this was the IAA's main aim. I am sure digital is another such topic that we all need to understand better, whatever our level of experience, and with this presenter line up will have a great insider track,"said Dimachkie.

Sullivan will give a presentation entitled 'Effective digital - when does digital work, and why?' He will use the session to unpick the sometimes-baffling options when selecting channels and executions with a finite budget. He will also help teach attendees how best to take a creative idea and integrate the work as part of a through-the-line campaign. The session will address both digital-only campaigns and integrated campaigns.

Metaxas's presentation will be on 'The social media phenomenon.' A digital evangelist, Metaxas will address how people are now as empowered in their communications as corporations have traditionally been, and the brand and business implications of this media democratization. He will look at how social media represents a new paradigm that can even extend into the offline world.

Google's Soueid will talk on 'Search marketing 101.' The session will look at how the Web has democratized both marketing and access to information. It will cover trends in the region's online media and online advertising, and how to maximize return on investment using Google's AdWords platform and the search giant's free products.

In the final session of the day, entitled 'Get on board with digital or die a slow death,' Sullivan will clear up and define some of the jargon that can baffle digital users. After helping attendees distinguish a captcha from a cookie, and an information architect from a user experience designer, he will explain why these terms - and more - are important. His session will point attendees in the right direction on the road to becoming digital giants in their own right.

Running from March to September 2010, the IAA series will be moderated by professionals from a broad industry base, all leading players in their field, who will provide participants with perspectives and tools that are instrumental in the analysis and solution of many challenges confronting the industry. Individuals will have the opportunity to interact with local experts and delegates on a one on one basis.

In line with the IAA UAE Chapter's commitment to supporting the development of skills, talent and creativity in the industry, the fee is very competitively priced and further discounted rates are offered for group bookings of more than three delegates.

Each workshop session, to be held at the IAA UAE Chapter premises in Dubai Media City, will be limited to only 50 delegates, offering intimate close group sessions.