4As Malaysia looks to educate the industry on creative revolution

In a fundamentally different marketing economy, the time for reinvention is now. The creative marketplace is going through a ‘revolution’, not evolution, say the 4As Malaysia.

There is clear danger that unless communications agency leaders respond in a proactive and agile way, they will be left behind. To address this changing tide where the mass market has been replaced by multiple micromarkets and the long tail of choice, the Association of Accredited Advertising Agents Malaysia (4As) is organising a one day C-level leadership summit headlined “Lead your Agency’s Reinvention” jointly with the Berlin School of Creative Leadership on 14 July at the Petaling Jaya Hilton, Selangor.

The 4As is one of the first marketing communications association in the ASEAN region to organise this summit, co-funded by the Astro group, with the aim of providing industry guidance and leadership. The summit, which targets CEOs, MDs, directors, vice presidents and individuals leading change from advertising, digital, media specialist and hybrid agencies, aims to equip them with pragmatic tools to reinvent business models to stay relevant and competitive.

“Delegates from local and regional markets will benefit from top-notch global creative business leaders who have delivered positive results for the stakeholders,”  Khairudin, CEO of 4As Malaysia said.

“They will also be armed with revitalised strategic thinking to help reinvent their companies in an environment that continues to advance and change rapidly. It is also a unique opportunity to meet, network and collaborate with industry peers from around our region.”

Topics to be addressed at the summit include providing delegates with an in-depth understanding of the different leadership challenges in mature and developing markets, exploring new ways to create measurable value for clients, build sustainable client relationships, and lead an innovative work environment from a digital perspective.

“The summit is not about creativity as a craft, or how to produce great content,” added Khairudin. “It is about supporting creative leaders to form more effective client relationships that drive profitability and sustainable win-wins.”

Speakers at the summit are Jamshid Alamuti, managing director of the Berlin School of Creative Leadership (Germany) and Stuart Hardy, executive education faculty director of the Berlin School of Creative Leadership (UK). The Berlin School of Creative Leadership is the one business school in the world to solely focus on creative industries. Alamuti, a talent development expert, has extensive high-level corporate experience with core skills in leadership development, intercultural consulting and management, strategy consulting, and group moderation. Hardy’s particular skill is his ability to engineer group emotions on a corporate scale.

“Disrupting technologies continue to increasingly impact marketing priorities, client relationships and leadership effectiveness,” added Khairudin (pictured). “The time is now for industry leaders to be part of steering the future of our industry, rather than letting the industry steer you.”

The HRDF-claimable summit is priced at RM900 (+6% GST) for 4As, Media Specialists Association (MSA) and Malaysian Digital Association (MDA) members and RM1,200 (+6%GST) for non-members. Admission for international delegates is US$400 (+6% GST). 4As Member agencies that sign up for the summit will also earn 90 Boomerang points per delegate.

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