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4As Rebrands, Eschews Fancy Resorts, Goes Global

Ad Age, Wednesday, April 29, 2009 11:15 AM

The American Association of Advertising Agencies has officially ditched its jaw-breaking name for its more commonly used acronym, the 4As, Rupal Parekh blogs. President-CEO Nancy Hill also told attendees at the 4As Leadership Conference in San Francisco that going forward the event will be merged with the 4As Media Conference and that events will be held in cities rather than at fancy resorts.

Hill says the former name reflected the organization's history of focusing solely on the business of American ad agencies. It is opening up membership to international agencies, and will also offer membership to educational institutions for the first time.

For his part, outgoing chairman Tom Carroll, president-CEO of TBWA Worldwide, says that the ad business has become too splintered. He says media agencies and creative agencies should reconvene at the same table.

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