#CulturePH - 4As Philippines unveils 2024-2025 Board of Trustees, ushers in year of continuous learning for members

The Association of Accredited Advertising Agencies of the Philippines (4As) has welcomed its Board of Trustees for 2024-2025, ushering a year of continuous learning in line with its thrust for 2024: 'Get Schooled.' The induction and oath-taking ceremonies were held during the recently concluded 4As General Membership Meeting at NoKal Manila in Makati City.

The Association of Accredited Advertising Agencies of the Philippines welcomed its Board of Trustees for 2024-2025, ushering a year of continuous learning for its members in line with its thrust for 2024, 'Get Schooled.' Shown in the photo are (from left to right) Angkas Founder Angeline Tham, Elevation Partners Chief Executive Officer Martin de Guzman (Trustee), BBDO Guerrero Creative Chairman David Guerrero (Trustee), The Huddle Room Managing Partner Reena Robles (Corporate Controller), Grupo Agatep President & Managing Director Norman Agatep (Treasurer), TBWA\SMP Chairman & Chief Creative Officer Melvin Mangada (Chairman), VML Philippines Chief Executive Officer Golda Roldan (Board Secretary), Ogilvy Philippines Managing Partner Mike Garcia (Vice President), DDB Philippines' Group Chief Culture Officer Anna Chua-Norbert (Trustee), and Angkas Chief Executive Officer George Royeca.

They were sworn in with Angkas Founder Angeline Tham as the Inducting Officer.

Angkas Chief Executive Officer George Royeca delivered the keynote speech, sharing his experiences with his company on the value of keeping an open mind and forever learning, in line with the association's thrust for this year. "In this ever-growing industry of all kinds of media, I've realized that there's a lot more to learn.”

"Before, we thought changing perceptions was the name of the game," Royeca added. "But what was happening was that our new challenge was not changing perceptions anymore, but rather changing mindsets."

"I think, beyond the technology, beyond advertising and marketing, if we look at the challenge in front of us, we will always end up to: 'how do you change the mindset of the person that you're trying to convince?' And if you're able to make that connection, then I think the sky's the limit," Royeca concluded.

Roldan, as outgoing chairperson, gave a recap of 2023's thrust of infusing joy into the workplace and thanked the association's members for their unwavering support for its initiatives.

"True to form, everything we did in 2023 anchored on our theme of joy," Roldan said. "All our programs meant to create an environment that fosters creativity, celebration and cheer, and community. We created content and programs that supported leadership, improved culture, built connections, and unleashed renewed people energy where joy was not only encouraged but celebrated."

"To all our agency members, we are always grateful for your participation and commitment to all our programs. We hope that in some way or another, we’ve provided further insights and inspiration in managing your people and agencies. Please continue supporting the new 2024 Board of Trustees and all our exciting activities they will bring this year for continuous learning," Roldan added.

Agatep, as outgoing president, highlighted the association's major accomplishments under last year's thrust, including the return of the Kidlat Awards with the theme "Creativity Recharged," the revised 4As by-laws and redefined membership promoting a more diverse and inclusive community, two editions of the Happy Survey, the creation of the MEMOREELS YouTube page that acts as a repository of the country's most iconic ads throughout the decades, and collaborations with government and industry allies, among others.

Citing an 80-year-old Harvard study, Agatep also underscored the importance of fostering quality relationships whether at home, at work, or in the community as they can be the best predictor of a long and happy life. 

"While the 4As has no visibility on what our relationships at home are like, we can do something to improve connections in our agencies and in our community. These relationships do not even have to be smooth all the time--we know how rocky they can be on the job," Agatep said. "But feeling that we can count on members of agencies and our community when times get tough? That contributes greatly to our personal joy. We hope that in the past year we have been able to demonstrate that at the 4As, we've got your back."

In his acceptance speech, Mangada unveiled the 4As' thrust for 2024, 'Get Schooled.'

"They say this industry is for the young, and we should constantly be reminded to think, act, and stay young, shed off conventions, and embrace re-learning of new things. Equally important is the need to understand the work culture of the youth," Mangada said. "Thus, the thrust for the year, 'Get Schooled,' authored by this year's 4As President, Teeny Gonzales of 7AD."

"We need to have a student mindset and reconnect with our student selves. This year, the 4As will give emphasis and go back to the source – colleges and universities and set programs where we can learn and gain insights about the future talents in our industry," Mangada added.

Meanwhile, Garcia gave a sneak peak of programs and activities that members can expect from the 4As in line with this year's thrust. These include the reveal of the results of the second Happy Survey, discussions on AI in advertising led by AI experts, and the development of a program in partnership with universities to help drive interest and share knowledge on advertising under ARAL, to name a few.

"In line with our thrust that Creativity Means Business, this year's theme reignites our commitment to this industry that we love and are proud to be a part of, and recognizes the need to shed off conventions and embrace re-learning," Garcia said.

To learn more about 4As Philippines and its various programs, visit https://4asphilippines.com

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