Pradeep Guha has taken over as Chairman of the Asian Federation of Advertising Associations (AFAA). Even as the Declaration in this context was signed at the recently concluded AdAsia 2009 at Kuala Lampur, the AFAA announced this on December 7, 2009.
Speaking on some new perspectives for AFAA, and the industry at large, Guha said in a prepared statement: “While the improvement on standards, ethics and practices of advertising has constantly been the objectives of the AFAA, there is a need to review it in the context of regional and national socio-economic development. If we dare say it, advertising – both as a discipline and as a business – is at crossroads and there is a pressing necessity to strengthen interaction between Asian and multinational agencies, which will be a key focus of AFAA.”
Guha further said that it was important for the industry to realise the significance of human relations and social harmony through communications – whether it was in the forms of intra-association co-operation or agency-association relationship. He said: “In Asia, growth for the sake of growth is no longer ideal. We have in our hands greater responsibility toward the consumers and the wellbeing of the community that we represent. The velocity of advertising movements must not only be dictated by economic activities, but also ethics, cultural values and advertising standards that have been outlined in the Kuala Lumpur Declaration.”
The Declaration aims to invest in the promotion of Asian values in advertising and which should lead Asians in the realisation of higher values. Standards are no longer a set of rigid guidelines that must be met and its attainment is not the end of compliance. Standards must now evolve in tandem with the expansion of social responsibility and cultural requirements.
AFAA was founded in 1978, and has representations in 16 Asian nations (Japan, Korea, Taipei, Hong Kong, Thailand, Vietnam, Malaysia, Singapore, Philippines, Indonesia, Bangladesh, India, Sri Lanka, Nepal, Pakistan and UAE). Its primary objectives are to unify all Asian associations involved in the various aspects of advertising and upgrade the standards, ethics, and practices of advertising and to bring about a meaningful contribution from advertising activities to both regional and national socio-economic development. Under its auspices, AdAsia (biennially), Adfest (annually), and the Asia Pacific Media Forum (biennially) are held.