The day before the Global Advertising Summit in Moscow that took place October 9-10 under the support of the Government of Moscow and the oldest advertising trade organization IAA, we talked to the two global managers of IAA — Faris Abouhamad, the World President, and Michael Lee, Managing director. Konstantin Mayor, the owner of the leading Russia’s media company MAER GROUP, that is one of the Summit’s media supporters, also joined our conversation.

We discussed the newest mission of advertising and popular industry misconceptions, talked about IAA’s expectations in Russia and global media trends, as well as the importance of professional marketing and advertising qualifications.

Founded back in 1985 as a partnership between the American Cancer Society and the pharmaceutical company Imperial Chemical industries, an annual Breast Cancer Awareness month traditionally celebrated in October not only in the U.S. but merely across the globe, in its 29th year has become for businesses a yet another newsworthy marketing and PR opportunity, such as Super Bowl or Olympics.

With the rise of environmental education at all levels and social justice movements globally, we all strive to be ethical consumers and eliminate the feeling of guilt. However, many of us are too busy (or lazy) to change our lifestyle and “make the world a better place”—instead, we expect brands to do so, offering us some simple and easy-to-employ patterns of guilt-free consumption.