The Association of Accredited Advertising Agencies (4As) of the Philippines held Friday its first general membership meeting (GMM) for the year, where it inducted its 2020 Board of Trustees in the presence of representatives of its member-agencies at the Makati Shangri-La Hotel.
Serving as the inducting officer of the 2020 4As Board of Trustees was Dr. George T. Yang, founder and chairman of Golden Arches Development Corp. Mcdonald’s was the most-awarded commercial advertiser in the 4As awards last year. In his keynote speech, Dr. Yang underscored the importance of creativity in making businesses relevant to customers.
Sworn into the 2020 4As Board of Trustees are some of the biggest names in the advertising industry led by David Guerrero (BBDO Guerrero) as the re-elected 4As Chairman; Golda Roldan (Wunderman Thompson) as President; Melvin Mangada (TBWA\SMP) as Vice President; Maya Roldan (VMLY&R) as Board Secretary; Alex Syfu (Dentsu Jayme Syfu) as Treasurer; John Lucas (Grey Manila) as Corporate Comptroller; Norman Agatep (Grupo Agatep) as Head of Programs; Raul Castro (McCann Worldgroup) as Head of Education Committee; and Anna Chua-Norbert (DDB Group Philippines) as Head of Information.
In his speech, Guerrero said, “Research shows most campaigns return around three times the investment if maintained over three or more years. But campaigns recognized for their creativity yield up to 10 times greater return. Therefore, a focus on creativity is the best way to deliver superior effectiveness.”
For her part, Roldan said, “Creativity in business is a crucial first step that needs to be prioritized by our membership, especially our younger generation of advertising talents. After all, creativity is the number one factor for future business success – together with discipline, integrity, and vision.”
Underscoring this commitment, the 4As last year became the Official Festival Representative for the Philippines of two of the biggest festivals in the creative industry worldwide – Cannes Lions International Festival of Creativity and Spikes Asia Festival of Creativity.
The 4As is also spearheading a move towards industry solidarity through the Sikat Festival to be held in November this year, as well as lead the much anticipated 2020 Agency of the Year Awards, and the Cannes Young Marketer’s Competition Program.
The organization will also work on an exciting line-up of GMM topics that include Influencer Marketing, Brand Activism, E-Commerce, and Thought Leadership talks. Members can also expect big topics for another 4As flagship educational program, Aral, which will once more aim to attract not just 4As membership, but also other marketing professionals and those from the academe.