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MICHAEL PERRY TO EXAMINE GLOBAL AND REGIONAL ADVERTISING AT INTERNATIONAL ADVERTISING ASSOCIATION'S 33RD WORLD CONGRESS

 MICHAEL PERRY TO EXAMINE GLOBAL AND REGIONAL ADVERTISING AT
 INTERNATIONAL ADVERTISING ASSOCIATION'S 33RD WORLD CONGRESS
 NEW YORK, July 23 /PRNewswire/ -- Michael Perry, chairman of Unilever Plc, will focus on the key role of advertising in an increasingly international marketplace, during the second day of the International Advertising Association's World Congress, "The Great Debate," Sept. 28-30 in Barcelona, Spain.
 Covering the session, "Global and Regional Advertising," on Sept. 29 with the day's theme "Creative Developments," Perry will stress that the global market heightens the importance of advertising and places greater demands upon practitioners.
 Perry notes, "New product development, focused production, supply chain management and quality management are all processes essential to success in the international marketplace. But the crucial task is still to understand the consumer, to create products which respond to his and her aspirations, and to relate those products to his and her personal needs. Advertising is more than ever at the heart of a successful consumer business. The more the product is addressed to consumers from different countries and cultures, the greater the need for ideas of universal appeal and advertising of superb quality.
 "The traditional skills of advertising, therefore, remain in the front line, and acquire new importance. Alongside them, as the rate of innovation grows, we must develop new skills of market leadership, and advertising which can match new products with new consumer aspirations, quickly, effectively and internationally."
 Born in Eastbourne, Sussex, in 1934, Perry was educated at King William's College, Isle of Man, and St. John's College, Oxford.
 He joined Unilever as a management trainee with Lever Brothers in 1957, and subsequently worked in marketing and senior management positions in Holland, London, Thailand, Argentina and Japan. In 1985, he was appointed chairman of UAC International and elected to the boards of Unilever Plc and Unilever N.V.
 He has been a member of the Special Committee -- Unilever's three- man chief executive -- since May 1991, and was named to his present post of chairman of Unilever Plc and a vice-chairman of Unilever N.V. in May 1992.
 Unilever is one of the world's largest consumer goods businesses, with 1991 sales of 23.16 billion pounds sterling and an operating profit of 1.99 billion pounds. It is among the top three advertisers in the world.
 Three-quarters of Unilever's business is in branded consumer goods -- primarily goods, drinks, detergents and personal products. Its business also encompasses products for trade such as industrial detergents and cleaning systems, bakery products, catering ingredients and specialty chemicals.
 Other distinguished speakers on "Creative Developments" include Burt Manning, J. Walter Thompson Company; John Hegarty, Bartle, Bogle Hegarty; Dan Wieden, Wieden & Kennedy; William Tragos, TBWA; Ted Bell, Leo Burnett; Jean Marie Dru, BDDP; Tatsuro Hasumi, Dentsu; Jay Riddle, Industrial Light & Magic; Francisco Petit, DPZ; Jose Daniel, Nestle; Raj Marwah, DMB&B New Zealand; Jean Claude Boulos, Inter-Regies Agency; Professor Gordon Miracle, Michigan University; Vinit Suraphongchai, Damask Advertising; Roger Fiedler, Columbia University; Marcal Moline, Tandem/DDB Needham; and Jaume Ferrus, Televisio de Catalunya.
 For registration and other information, contact Miguel Fuertes or Ana Costeja, IAA 33rd World Advertising Congress Secretariat, Palacio de Congresos, Fira de Barcelona, Avda. Reina Maria Cristina s/n, 08004- Barcelona, Spain. Tel: (34-3) 423 3101; fax: 426 2845; telex: 53117 FOIMB E.
 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, encourage self- regulation, and foster professional development through education and training.
 The IAA's global network comprises more than 3,000 members in 87 countries that account for 97 percent of global advertising expenditures. The Association has 100 Corporate Members, 50 Organizational Members (other associations) and 49 Chapters in major international centers. The World Secretariat is located in New York.
 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- 7/23/92
 /CONTACT: Loretta Matuozzi-Fiola of IAA, 212-557-1133/ CO: International Advertising Association ST: IN: ADV SU:


GK-KW -- NY052 -- 2487 07/23/92 11:51 EDT
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