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  My4AsNews {August 2007}

4As Conducts Industry Planning Workshop

The 4As Executive Committee recently conducted a full day workshop in the name of exploration and discovery; defining ways that our industry was evolving and how the 4As will stay relevant and effective into the next decade.

The Executive Committee's goal was to create a road map that three topic areas – how Agencies will evolve, how the 4As will evolve, and how the 4As service offerings – will evolve. The retreat commenced with the question “Where, in the 4As future, is Innovation to be found?” posed by moderator James Miner, Chairman of the 4As Interactive, PR and Member Relations Committee.

“The teams were wonderfully led by Angus Fraser, from JWT Singapore, James Miner, from GroupM and Stephen Mangham, from Ogilvy & Mather Singapore. The teams worked through a tested innovation and ideation workshop format that has been used for Organizational Development and Innovation (ODI), and they all brought forward relevant and innovative insights for the industry and the 4As,” said Anthony Kang, 4As President.

Highlighting the retreat were discussions on the strategic review of agencies in a client viewpoint, the significant advancement of digital technologies and the onslaught of new digital media that follows in its wake. Reaffirming that agencies must continue to work to build an industry consensus on creativity, noting that a growing pool of cutting edge creatives is a significant driver of agencies value in the eyes of the client; leading into discussions and plans on how to nurture young creatives, such as the creation and development of more induction and exposure programmes. All these and more have been fed into the pipeline.

“Young creatives are flourishing with the extensive programmes available these days. It is important to nurture the young talents and open their eyes. Plans to grow creative education for the young were discussed during the fact finding session, and we're currently exploring ways of providing intensive training, preparing the young for the real world,” said Chua Bee Hong, 4As Executive Director.

Other plans include engaging the association's members more frequently and at a deeper level, giving them a sense of pride and ownership on the steps they have and are capable of making for the industry.

Look out for more innovative 4As programs coming soon.



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