To nurture an environment that promotes creative excellence
To uphold our members' rights in dealing with clients, other industry organizations, and government institutions
To be our members' primary source of learning in the field of marketing and communications
To actively apply our resources and talents in the betterment of society
To safeguard our members’ interests by being their voice and to champion creative excellence in the marketing communications industry.
4As Board of Trustees
The Council ensures the welfare of the Members and that professional ethics is maintained.
Board SecretaryDDB Philippines
Corporate ControllerDentsu JaymeSyfu
TrusteePropel Manila 360
There are four basic goals of the 4As:
One, to upgrade the practice of advertising in the country;
Two, to promote the welfare of the organization as a whole and its members, individually;
Three, to enhance relations between the member agencies and other sectors of the advertising industry;
Four, to foster social responsibility among advertising practitioners and help protect the welfare for the general public.
The following are the industry organizations that the 4As interacts with:
The Ad Standards Council (ASC)
The Advertising Suppliers Association of the Philippines (ASAP)
The Internet and Mobile Marketing Association of the Philippines (IMMAP)
The Kapisanan ng mga Brodkaster ng Pilipinas (KBP)
The Media Specialists Association of the Philippines (MSAP)
The Marketing Opinion Research Society of the Philippines (MORES)
The Outdoor Advertising Association of the Philippines (OAAP)
The Philippine Association of National Advertisers (PANA)
The United Print Media Group (UPMG)
Because of its membership in the Advertising Foundation of the Philippines, the 4As also has linkages to government, the academe and non-government organizations. All members of the 4As may seek help with the organization in relation to any concerns or matters pertaining to any of these organizations and their members.
An advertising agency is qualified to seek membership in the 4As, subject to the criteria set in Article II of the Code of Ethics. In addition, initial requirements set by the Association prior to application for membership are as follows: Minimum of one year in existence; With KBP and UPMG accreditation for media independents; Minimum paid up capital of P300,000.00.
More agencies enjoy the following:
Proper representation in the industry;
Access to vital information on industry developments;
Preferential rates, discounts on educational programs, trainings, workshops offered to members;
Special rates on ASC screening fees;
Application forms are downloadable online and available at the 4as office, currently located at Unit 442, Cityland Pasong Tamo Tower, 2210 Don Chino Roces Ave., Makati City 1231 Philippines.
The 4As has been instrumental in resolving key issues involving the industry in general, and specific advertising agencies, in particular.
The 4As was a major force in the establishment of the Ad Standards Council and upholding self-regulation in the conduct of the advertising business.
It provides continuing education to industry practitioners through the ARAL seminars and programs undertaken.
The 4As through the Creative Guild conducts programs that seeks to upgrade the standards of creativity in the industry.
The 4As actively supports and lobbies in aid of legislation to protect the interest of its partners and the industry in general.