The Driving Force

CAAAA, The Driving Force of Asian Advertising

CAAAA is a unique institution. It is an amalgam of the interests of only one interest group - advertising companies or advertising agencies, as they are interchangeably referred to by many in the industry and media. It was founded on the principle that advertising agencies have a specific business interest, which is distinct from that of advertisers and media owners. While, advertisers, media and agencies together constitute the advertising industry, advertising companies/agencies are often under pressure from advertisers to reduce their compensation; and media owners look to directly dealing with advertisers, bypassing the advertising agencies. The issues facing the agencies are therefore peculiar and need to be addressed by them collectively. CAAAA has taken on the role of shaping the future of the Asian agencies and through them aims to be a catalyst to grow the advertising business itself.

CAAAA was formally registered as a Society in Singapore on October 20, 2007. The day-to-day activities of CAAAA are governed by the Executive Committee and all principal decisions are taken at the General Meetings attended by members twice a year.

CAAAA’s Mission

Communications play vital roles in our lives, whether we are engaged in business or in our daily existence. Advertising is deeply interrelated with the marketing economy as well as with social and cultural activities.

In today's communication-centered world, the responsibilities and roles of those engaged in the advertising business have become more important than ever. Through joining the efforts of advertising associations in the Asian region, our aim is not only to strive towards raising the standards of our services and improving our position, but also to contribute more effectively to the enrichment of society.

With this in mind, our principal CAAAA missions and objectives are as follows:

  • Supporting high and uniform professional standards and norms and corporate social responsibility

  • Undertaking discussions of structural issues, such as those impacting upon fees and commissions

  • Promoting awareness of the contribution of advertising to market economies, together with other advertising bodies, if found necessary.

CAAAA’s initiatives

CAAAA has been focused on three important initiatives Examining a possible initiative for the industry to move from using the description 'agent/agency' - which prima facie describes the business function as being transaction - related - to a nomenclature more in line with a professional organization. Various business formats have been discussed ranging from calling the industry 'advertising/communication consultants' to 'advertising companies'. CAAAA is now engaged in the process of striving for consensus on this matter.

With the advent of unbundling, agencies have seen their remuneration drop. The advertiser is engaging the agency for specific services and negotiating remuneration for a reduced level of service. The role played by agencies as brand custodians in some cases have been taken over by other consultants or by the product management teams in the advertiser organizations. CAAAA is engaged in developing specific ideas that would help agencies to move up in the value chain for advertisers, to remunerate the agencies better.

CAAAA recognizes that the above two aspects can go hand-in-hand only if additional talent is constantly added and if the available talent is further nurtured. To this end, CAAAA is considering encouraging the set up of postgraduate education on communications in various countries and will also help develop distance learning e-platforms on integrated marketing communications. Further, CAAAA will conduct seminars, workshops, colloquiums and conferences across various countries through identified thought leaders and professionals, who will help raise the bar of excellence in the industry.



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20 September 2018

26 - 28 September 2018
Suntec, Singapore

27 - 29 September 2018
China International Advertising Festival
Harbin, China

28 September 2018
Belt & Road Advertising Joint Conference (BRAC)
Harbin, China