There are over 80 ad agencies who are members of the 4As – from small local shops to big-name multinational networks. Together, they produce the bulk of the total expenditure that advertisers put out in Malaysia.

1. The 4As is a professionally constituted body, with accepted standards of ethics
   Its members subscribe to the Code of Advertising Practice, the basis of which is self-regulation, administered by the Advertising Standards Authority (ASA) of which the 4As is a constituent member.
2. Its members are financially accountable and established in business Joining members are required to submit satisfactory proof of their financial stability. The evidence is evaluated by the Council before it approves an application.
3. Membership reflects respectability through election by peers
   A prospective member who is proposed for membership is evaluated by the Council consisting of the President, Vice President and 8 Council Members, all of whom are elected every two years by Ordinary Members (Two other Council Members may be appointed by the President from among such Members.)
4. 4As agencies are seen as competent
   Member agencies have shown professional competence in providing strategic inputs, and creating and placing advertising for clients. They are also good at providing services as intermediaries with suppliers for advertisers, their clients.
5. They employ professionally trained people
   4As agencies believe in training and re-training. They either conduct their own programmers for staff, or enable these to undergo training conducted by the 4As—from basic skills to supervision and management training, aimed at delivering a better final product to clients.
6. They move brands for clients big and small, in every known category!
   Whether it’s zippers or air conditioners, finance or formula racing oil, 4As agencies are involved in developing clients’ brands through their creativity, strategic insights and media savvy. Their high standard of work ensures for clients the needed push in efforts to achieve marketing objectives.