$5b ad industry to push for agency accreditation
published:
Friday | February 22, 2008
Andrew Rousseau, new president of the Advertising Agencies Association of Jamaica.
The Advertising Agencies Association of Jamaica (AAAJ) is to push for a programme of accreditation for existing agencies, and will be creating a promotional campaign to "reinforce the value" of the sector to the economy.
AAAJ president Andrew Rousseau said the plans have buy-in from executive members.
"As stewards of brand and company image for enterprises of varying sizes, we are now working in a media landscape that is more dynamic than it has ever been," said Rousseau in a statement issued Wednesday out of a recent meeting of the AAAJ that looked at plans for the advertising sector in the year ahead.
"It is important that the industry deploys new strategies that will ensure that the standards and practice of advertising in Jamaica are conducted with highest levels of integrity and creativity," said Rousseau, who recently replaced Oral McCook as head of the association.
Advertising has been assessed by its players as a $5 billion industry, but the AAAJ, a 46-year-old association of 18 members, believes it can build more value through targeted campaigns.
Media support
Their work is supported by media and production companies, talent agencies, and marketing firms - all seen as integral to the execution of the ads and campaigns that the agencies conceptualise on behalf of corporate and other market segments.
"Advertising agencies work best when they have a strategic line of sight of their clients' business goals, not just the ones that relate to marketing," said Rousseau. "The AAAJ will be working to help both clients and agencies navigate that relationship."
