"Travel the world for growth and inspiration, but do not forget your roots," recommended Mr. Dani Richa, Chairman of BBDO Europe, Middle East, and Africa, who was granted "The Award of Excellence" by Notre Dame University-Louaize (NDU) in an exceptional ceremony celebrating the reinstatement of the International Advertising Association (IAA) Diploma with the Faculty of Humanities (FH) on June 28, 2024.
The event was held in the presence of NDU President Father Bechara Khoury; President of the IAA Lebanon Chapter Mr. Naji Boulos; Vice President of the Office for Academic Affairs Dr. Michel Hayek; FH Dean Dr. Maria Bou Zeid; Chairperson of the Department of Media Studies Dr. Joseph Hosni; and Mr. Melhem Rechdan, the liaison contact between NDU and the IAA. Rechdan is also the Founder of the IAA Diploma Ceremony, an IAA Lebanon Chapter Board Member, Lecturer, and Advisor of the IAA Advertising Club at NDU and the NDU North Lebanon Campus (NLC).
Combining figures and memories, Rechdan first introduced the guests to the longstanding relationship between the IAA Lebanon Chapter and NDU. He noted that the NDU IAA Advertising Club is now 32 years old and that the IAA accreditation for the BA in Advertising and Marketing celebrated its 25th anniversary this year. Honoring the evening’s guest, Rechdan recalled the first time he met Richa 20 years ago at a conference titled “From Theory to Practice” held at NDU, and shared how their encounter defined his own ambitions and career path.
In her speech, Dr. Bou Zeid highlighted the culture of excellence established at NDU, thus reestablishing the IAA Diploma after six years of interruption. “We take immense pride in being the only higher education institution in Lebanon with IAA accreditation and one of the very few in the entire Middle East to hold such a reputable distinction,” confirmed Dr. Bou Zeid. Moreover, the partnership with the IAA Lebanon Chapter aims at bridging gaps between the academic and professional worlds, equipping students with the right tools to become advertising experts through seminars and other hands-on activities. Dr. Bou Zeid also expressed her gratitude towards the university’s administration for its continuous support and towards Rechdan, who played a significant role in maintaining a solid link with the IAA. This link wouldn’t have been initiated and maintained without the support of Naji Boulos, who was also honored during this ceremony.
The emotions were stirred even more with Dani Richa’s speech, as he reminisced about his own early years filled with “intoxicating plans of accomplishment and nervous anticipation.” Richa also shared his pride and gratitude for the recognition he was receiving from NDU, a university he admires and respects for the talents it provides the advertising industry. Having explored the world with an advertiser’s eye, he emphasized the importance of opening up to other cultures and markets, but even more, the importance of bringing back one’s potential to their own country. Fr. Khoury then had the honor of presenting Richa with his trophy and addressed the guests and students with an inspirational word on creativity, innovation, and resilience. “God first asked his disciples to promote his words, and that’s what each one of us has been doing since then for different purposes,” he added. In line with the event’s theme, Fr. Khoury believed we should learn from those who succeeded, consequently influencing other universities and ultimately, the whole country.
The ceremony ended with the distribution of IAA diplomas to advertising and marketing graduates, followed by a warm interaction among all attendees around a refined cocktail reception.
Cheers to more creative success!