The 4As has embarked on a pilot initiative to look into the interests of independent agencies. As self founded and funded businesses, these agencies have a unique set of issues and challenges that are different from those of network agencies and the multinational groups.

To form a common platform and pool of issues that the 4As can consider and work towards, a survey was sent to 4As member independent agencies. 

The top 5 issues identified are; talent retention/lack of talents, advisory list, access to research, pitch fee and the bankers guarantee.

A task force, chaired by Ted Choo, CEO of Gosh Advertising, was formed to look into concerns relevant to these agencies; and suggest initiatives and ideas that can strengthen and improve their standing in the industry and marketplace. 

Ted said, “We aim to seek out common areas where our collective interest and effort can bear fruits for us in the industry.”

The task force will review the top 5 issues and work together with the respective 4As sub-committees on actions to be taken to assist these independent agencies.

The survey was conducted in the last quarter of 2008.