SAN FRANCISCO: The American Association of Advertising Agencies is to offer international associate membership, and will rebrand as the 4As, as it seeks to reflect the changing needs of its members, Nancy Hill, its president/ceo, has announced.

Speaking at the organisation's Annual Leadership Conference 2009 – full coverage of which can be accessed here – Hill said that "to better serve clients who are now digitally enabled to do business globally," agencies need to work across a number of disciplines and develop alliances around the world.

Furthermore, she suggested that the AAAA, which was founded in 1917, had a lot of “legacy practices” which were increasingly irrelevant, and needed to “start thinking, and acting, more like a startup."

As such, Hill asked that from "this day forward, let us be known simply as the 4As."

This is in recognition of the fact that the organisation is moving beyond its American roots, wants to be more of a community than an association, and as the industry has moved far beyond being providers of "advertising" in its simplest form.

To read further coverage by Geoffrey Precourt, WARC Online's US Editor, of the 4As Conference, including more on Nancy Hill's presentation, click here.

Data sourced from WARC Online