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4A's

With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.
When did the "business of advertising" become the "advertising business"—a profession subject to shareholder value, stock-market fluctuations, and the success/failure of quarterly earnings reports? In celebration of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) is taking a look to the past even as it prepared for the future with its Transformation 2017 annual conference.