CAAAA is a young institution. We therefore have many things to accomplish.

As the organisation whose sole purpose to be build the reputation and business interest of advertising companies/agencies, we have identified five important things to do (not in any specific order of priority) in the next couple of years:

1. New structure for agencies: With the evolving business environment, where specialisation has taken root, be it in Creative, Media, Digital/Interactive, CRM, Events, Activation etc, and the fact that technology has made some of the past practices redundant, CAAAA will look at a new structure of advertising agencies/companies for the various verticals it now has within their system.

2. Business Practices Guide: As an industry, we believe we should have a Business Practices Guide which clearly outlines the obligations we have to our Clients, Media, Competitors, Employees, Shareholders and Society. This Guide will also point out our expectations from each one of them, for healthy co-existence.

3. Sequential liability for advertisers: Media offers rates which are specific to advertiser’s volume. More often, advertisers negotiate rates and other terms directly with Media but expect Media agencies to implement them. When it comes to assumption of payment liability, however, both the advertiser and the media look at agencies-relationship as that of between principal and principal. Media Agencies typically have a small income compared to media cost. This does appear unfair that media agencies are expected to bear the credit-risk when the gainers are the advertisers (for promoting their products) and media owners. CAAAA will seek to establish the norm of sequential liability for advertisers, for advertising authorised by them.

4. Platform for advertising industry information: CAAAA website would host comprehensive information about advertising market, its size, growth, top advertisers, media vehicles, media trends etc from various markets of Asia. This will be a useful one point source on everything related to advertising industry.

5. Build the reputation of the industry: Advertising Agencies provide marketing solutions that lead to results that could be disproportionate to the investments made. The most valuable asset for any marketer is his brand, and the agencies help build this value. Despite this, they are inadequately recognised and rewarded by the advertisers. CAAAA will strive to bring attention to the contribution that is being made by the agencies in building various brands.

I look forward to working closely with everyone in the industry in making us more relevant, stronger and distinctively more professional.

Globalization has been sweeping around the world at an accelerated speed and it has affected many sectors, particularly world economic activities. As a result, the way business is conducted has changed and so have communications.

Asia has a long history with diversified rich cultural backgrounds and more than 40% of the world's total population. 20% of total world advertising expenditure is spent in this region. Asia has grown into a large economic region with an increasing importance.

CAAAA was formed as a forum where representatives of advertising agency associations in this region could discuss the advertising industry, look for things to do, and make contributions for the further development of the economy, society in general and culture.

We have been sharing information and discussing how we can make united efforts in challenging the mutual issues we all face as well as attain the other objectives of the CAAAA.

With the intention that we are to lead the advertising industry in Asia, we will further endeavour for the growth of this industry and society in general, in Asia and beyond.