From Association to Start-Up: Reshaping the 4As to meet the challenges of globalisation and diversity

The American Association of Advertising Agencies' decision to offer international associate membership, to rebrand as the 4As and to increase ethnic diversity in the U.S.

From Association to Start-Up: Reshaping the 4As to meet the challenges of globalisation and diversity

Geoffrey PrecourtWARC Online

Geoffrey Precourt, WARC Online's US editor, reports from the 4A's 2009 Leadership Conference in San Francisco. For his full coverage of the event, visit WARC Online's conference blog.____________________International expansion

In an attempt to create a larger, more powerful footprint in a global economy, the American Association of Advertising Agencies (4As) is about to begin offering a new international associate membership.

"Next week, I'll meet with leaders of the European Association of Communications Agencies (EACA) to talk about the...

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