The Association of Accredited Advertising Agents Singapore, better known as the 4As, was founded in 1948 during the days of largely black and white media ads.
Though the ads now may be in full, living colour, the purpose of the 4As remains the same. Its key objectives are to elevate the stature of the advertising and marketing communications industry, provide advertising professionals with a collective voice and to nurture talent and creativity. Today, advertising has been transformed with the applications of relevant technology which offer exciting new advertising media, among them the internet, mobile phones and personal digital assistants. Now, more so, the objectives of the association have remained relevant.
The 4As represents advertising and marketing communications practitioners, agencies and related businesses in Singapore. It works in close co-operation with other related trade associations, schools and government bodies. Over the years, it has introduced a series of industry awards to recognise outstanding talents in advertising, media and related fields to motivate those in the industry to achieve greater heights.
Several key events are held annually by the 4As. Prominent among them are the Singapore Creative Circle Awards or the Gong Show ; the Students Creative Awards, popularly known as The Crowbars; and the The Singapore Media Award