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LUIS CARLOS MENDIOLA CODINA ELECTED SENIOR VICE PRESIDENT OF INTERNATIONAL ADVERTISING ASSOCIATION

 LUIS CARLOS MENDIOLA CODINA ELECTED SENIOR VICE PRESIDENT
 OF INTERNATIONAL ADVERTISING ASSOCIATION
 BARCELONA, Spain, Sept. 29 /PRNewswire/ -- The World Council of the International Advertising Association elected today Mr. Luis Carlos Mendiola Codina as Senior Vice President 1992-1994 and World President- Elect 1994-96 of the IAA at its biennial meeting in conjunction with the 33rd World Advertising Congress. Mendiola is President and Chief Executive Officer of Grupo PMP, a media services network based in Mexico City.
 Mendiola has been IAA Vice President/Area Director for Latin America since 1990 and President of the IAA Mexico Chapter since 1988.
 In his acceptance speech, Mendiola underscored the critical role of advertising in the development of healthy, growing economies and reaffirmed the need for advertising and marketing communications to be free from unwarranted restrictions which hamper the free flow of information, goods and services.
 He applauded the IAA's Campaign for Advertising, which will be officially launched on the opening day of the World Congress, and said it is the duty of advertising and marketing professionals and the media to promote the value of advertising to governments and consumers throughout the world. He added that the media, in particular, must be pro-active in spreading the message that without the support of advertising revenues, a free, pluralistic media cannot survive.
 He added that the defense of the free flow of communications and commercial information worldwide will be his top priority for the IAA over the next several years and sees this as critical for the industry to thrive into the next century.
 Mendiola has been a dynamic force in advertising, marketing and media. He is a staunch promoter of the IAA's mission of freedom of commercial speech and is responsible for the Association's tremendous growth, not only in Mexico but throughout all Latin America.
 Under his leadership, the Mexico Chapter has promoted freedom of commercial speech and the value of advertising throughout the country, and developed an important advocacy network among local and national government officials to ensure that the role of advertising is properly understood. In addition, the chapter has organized special nationwide travelling exhibitions of prize winning commercials, launched Apertura, a Spanish-language IAA Pan-Latin American magazine, built a significant public service advertising program honored by the Mexican government, established the IAA Education Program at top-level universities in Mexico, and developed several programs to foster the professional development of university students and young advertising professionals. In 1990, the chapter won the coveted Golden Tulip Award for the "best overall contribution to achieving the aims and objectives of the IAA over the previous two years." The chapter will host the IAA 34th World Advertising Congress, May 1994 in Cancun.
 Mendiola has applied these accomplishments to the entire Latin American region. He has unified and coordinated all IAA national chapters in the area, promoted the IAA's mission and programs and integrated chapters' work programs toward a common goal of "openness in communications." The highly successful 1991 IAA 2nd Latin American Congress, under his leadership, proved an important gateway to regional integration of the advertising and marketing communications industry.
 Born in 1943 in Nuevo Laredo, Mexico, Mendiola was educated in advertising and marketing, business administration and public accounting at the Instituto Tecnologico y de Estudios Superiores de Monterrey, the Instituto Mexicano de Mercadotecnia, Universidad Anahuac and Universidad Nacional Autonoma de Mexico. From 1962-66 he worked as deputy director, comptroller and special events director for Embotelladora Bravo (Bravo Bottling Company), and as regional franchise manger for Pepsi Cola in the states of Tamaulipas, Coahuila and Chihuahua. In 1966, he joined Comercial Mexicana de Neon as General Manger and Commercial director, and from 1969-72 he directed the sales and marketing division of Grupo Publicidad Exterior, an outdoor advertising company.
 In 1973 he created Grupo PMP, a leading communications and media services company specializing in outdoor advertising, production of inflight and entertainment magazines, television and radio program production and real estate services.
 Mendiola has also served as President of the Asociacion Interamericana de Publicistas (Inter-American Association of Advertising Professionals), 1987-88; vice president of the National Advertising Association, 1974; vice president of the Mexican Outdoor Advertising Association, 1970; Board of Director of the National Advertising Council, and Boardcutive of the Year" granted by the President of the Republic, the 1987 "Advertising Executive of year" by El Publicista; the 1988-89 "Professional Excellence Award" given by the Hispanic American Public Relations Society; and in 1990, El Siglo de la Comunicacion named him "Advertising Executive of the Year."
 He has lectured at numerous universities, conferences, and symposia throughout Mexico and other areas of the world.
 The IAA is the only global tripartite association that represents the common interests of advertisers, agencies and the media. Its principal objectives are to protect freedom of commercial speech and consumer choice, promote the value of advertising as the vital force behind all healthy economies and open societies, and a free and independent media, to encourage self-regulation, to foster professional development through education and training.
 The IAA's global network comprises more than 3,200 members in 87 countries that account for 97 percent of global advertising expenditures. The Association has 93 Corporate Members, 54 Organizational Members (other associations) and 53 chapters in major international centers. The World Secretariat is located in New York City.
 The IAA closely coordinates its activities with other major advertising tripartites such as the Brussels-based European Advertising Tripartite (EAT), the U.K.'s Advertising Association (AA), Germany's ZAW, and the American Advertising Federation (AAF). It has NGO status at UNESCO and other UN agencies.
 -0- 9/29/92
 /CONTACT: Loretta Fiola or Ellen Corey of the IAA, 34-3-423-3101, at Congress press room phone in Barcelona, room 8/ CO: International Advertising Association ST: New York IN: ADV SU: PER


PS-LR -- NY052 -- 4448 09/29/92 14:35 EDT
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