4A's Transformation: From an association to a service

This event report looks at the need for transformation in the agency world – a drive being spearheaded by the 4A's, the trade body.

4A's transformation: From an association to a service

Geoffrey PrecourtWarc

The 4A's (American Association of Advertising Agencies) wants a new image.

"I ask you to think about us in a different way," Nancy Hill, president/ceo of the organization, told the opening-day audience at its Transformation 2015 conference in Austin, Texas.

"We're not a trade association," she insisted. "We're here in service to our membership. When I talk about 'transformation' and we think about … all the transforming that we've done in the organization, people ask me, 'When do you think you will be done?'

"And the answer that...

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