Through the work of its various committees, the 4As regularly conducts various
activities, the main ones of which can be summed up as follows: |
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Inter-Relations |
This committee seeks to secure firsthand contact with decision-makers in bodies outside the business of advertising—especially Government departments.
It has been holding meetings with the Ministry of Health’s food and pharmaceutical divisions on such issues as labeling and health claims in ads.
It has also successfully promoted the 4As as an effective ‘stakeholder’ whose voice should be heard and given recognizance, so that the views and concerns of the ad industry are noted by not only enforcers of government regulations, but also quasi government bodies (e.g. Dewan Bahasa dan Pustaka).
The 4As through the Inter-Relations Committee currently sits in a Matrade vetting committee, the enforcement unit (on labeling, etc.) of the Food Division of Ministry of Health, the committee on concerns of smoking especially among women organized by the Department of Public Health, the ICT (Information Communication Technology) committee of the HR Ministry ; and Malaysia Design Council which operates under the auspices of the Ministry of Science and Technology. |
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AGENCY MANAGEMENT SERVICES |
This committee undertakes such measures as required, of the Code of Ethics, Agency Remuneration Guide, Membership drives and Outreach, Client-Agency Contracts.
The 4As has conducted the Fee-based Remuneration Seminar for two consecutive years to better inform Members of how to derive income from clients through fees.
It has issued a Pitch Guide, drawn up in collaboration with the Malaysian Advertisers Association (MAA), on steps to adopt to ensure a fair playing field when agencies pitch for new business, including when a client conducts a review of its agency/agencies.
It has printed the ‘Fair Remuneration’ and ‘Shared Beliefs’ booklets for Members, in enabling them to be better informed on the impact brought about by changes in income opportunities.
It sends out an Annual Information Form to 4As Member agencies, to keep an update of their staffing, billings and other business details.
And it conducts the screening of applications for membership at the 4As, or the upgrading of membership status, reporting its findings and making its recommendations to the main Council |
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TRAINING & PROFESSIONAL DEVELOPEMENTS |
This committee has as its main objectives:
- To provide skills training for start-up, mid-level and senior management execs.
- The achieving of this via engaging the help of seasoned industry professionals with a reputation for being good facilitators.
- To update knowledge and awareness of developments not normally linked to the day-to-day running of an ad agency, yet are important in raising work and operational standards.
- To deliver greater value to Members by securing for them cost effective ways to receive training.
The popular Concentration Camp organized by this committee thrice in the last three years has benefited some 90 junior and mid-level people from Member agencies. Its harsh schedule and intensive participatory demands under the eyes of industry facilitators are its attractions.
Approval of the 4As as a Training Provider by the HR Ministry is forthcoming, and should see more courses in skills acquisition conducted that can automatically be funded via deductions from Member agencies’ HRD Funds entitlements.
Training for CEOs and senior executives of agencies has been initiated through the famous Crestcom International ‘Bullet-Proof Manager’ programme, in collaboration with the local Crestcom representative. It is anticipated that the 4-hours-per-month, 12-month course will continue to be offered Member agencies.
The 4As continues to encourage Members to enlist their people for evening courses in specialized subjects at Institute Advertising Communication Training (IACT), which on successful completion earn participants a Certificate or Diploma. |
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CREATIVE STANDARDS |
 The 4As celebrates the annual Kancil Awards, to honour creativity in advertising by Member agencies. The event attests to the pride in recognizing home-grown Malaysian creative excellence, and to stamp the industry’s endorsement of the highest standards bestowed on the most creative work produced by its peers.
Acknowledged as Malaysia’s largest, most prestigious and industry-sanctioned ad awards competition, its importance is enhanced by the participation of the industry’s creative leadership, award winners in their own right, here in Malaysia and at international creative shootouts.
A Creative Council consisting of volunteers from among local creative heads oversees the running of the Kancil Awards each year. Entries are judged by a panel of local and international creative directors, for the main categories as well as craft categories.
Besides Gold, Silver , Bronze and Special Merit Awards, the ‘grand prix’ called the Golden Kancil, is selected by the same judging panel gathered for the purpose.
A category to honour potential star talent, the Young Creative Award, from the overall entries, enable writers, art directors and designers will fewer than 2 years’ experience to gain recognition.
A special Student Award category is open to advertising or mass communication college/university student entrants.
And an Advertiser Of The Year Award is picked by judges to salute the one advertiser or client who demonstrated a passion for creativity in advertising as reflected in the work produced by a 4As agency.
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The Kancil Awards goes on a “Road show”. Visiting such venues as Universiti Sains Malaysia’s annual exhibition of creative advertising called ADWAVE, as well as IACT in Petaling Jaya, to inspire and encourage students, especially those with a creative bent. |
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Efforts to expose Members to outstanding creative work include the screening of overseas award shows such as the London International Advertising & Design Awards (LIA&DA), and the Clio Awards. |
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