Audit Watch - May08

4As reveals new ABC chairman

PHD Singapore's MD Pat Lim has been appointed as the new chairman for the ABC Singapore. Lim takes over from Lim Yew Nee who effectively ruled himself out for the role when he decided to leave his MD post at Mediaedge:cia (MEC) Singapore to join CNBC as advertising sales director for SE Asia. He was chairman for almost six months.

"I hope to continue the good work Yew Nee has started during his short tenure as chairman of ABC and will be working very closely with all stakeholders in a collaborative manner to serve their interests and to raise the standards for the industry," she said.

As chairwoman, her immediate priority will be to optimise ABC Singapore operations through the integration into the Association of Accredited Advertising Agents Singapore (4As) with the goal of creating a one-stop resource centre for media owners, advertisers and agencies. She will also facilitate the audit process and make information on audit as accessible as possible to all concerned.

"As 4As has a full time secretariat, it is natural for them to more actively support the activities of ABC and to make it more effective and efficient. Besides, given agency members' role as buyers for media, they will be in an excellent position to take on a more dynamic role to champion this cause," she said.

The ABC has now set up an internal task force at the 4As comprising of media practitioners to spearhead reform plans and engage the media sector in complying with audit. In an email statement, Lim highlighted the following plans in the pipeline:

• Engage head of agencies to support audit; and to educate and encourage media planners and buyers to continually ask for audited figures, breakdowns and proof of printed copies
• Garner the support of advertisers as it is their interest to understand the implications of supporting non-audited publications
• Engage publishers to help them understand the audit process and the need for greater transparency and accountability
• Engage publication audience research companies to use audited figures
• Continue the dialogue with the Media Development Authority (MDA) to push this cause

"As an advocate of advertising, we need to embrace the highest business and ethical practise.  These days, where accountability and ROI are the buzz words, it is increasingly important that publishers' circulation claims can be proven," she said.

The 4As has a history with the ABC Singapore that stretches back to 1984 when it, together with Advertising Media Owners Association Singapore and the Singapore Advertisers Association (SAA), it set up Media Circulations Services (MCS) which was subsequently been renamed the Audit Bureau of Circulations Singapore (ABC) in 2007. In 2006, the 4As appointed Julie Tilley of Initiative Media as the first 4As chairman.