Business 24|7 reports that following this year’s Dubai Lynx event, which saw a 35% drop in participation yet still attracted over 1300 entries, it has been noticed that there is somewhat of a gap between advertising work presented at festivals and that seen on TV or in magazines, and that some of the work viewed was not familiar to the audience. Speaking to Emirates Business, Lance De Masi, President of the International Advertising Association (IAA), UAE Chapter, expected creativity in the region to achieve international standards in three to five years.

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