The six decade old Advertising Agencies Association of India (AAAI), in its general body meeting held on June 26, has decided to go ahead with several changes in its old rules and regulations.
Primarily with a view to make the association truly representative of the industry today, where full service agencies co-exist with creative and media agencies, the AAAI will now be able to admit all three categories of agencies as full-fledged independent members.
Speaking on the development, Madhukar Kamath, president, AAAI, says, "Making the AAAI more inclusive was the need of the hour. As the apex industry body, the AAAI will now not just be truly representative but will also emerge as a stronger association fully equipped to serve its member agencies better. What is paramount is the protection of the interests of all the three types of agencies. Going forward, the stage is now set for the AAAI to be more alive to the changes in the industry and the operating environment. The AAAI will now have a wider base, a broader spectrum of talent and closer co-ordination."
Giving an example, he added that with the proposed changes, the interface with the various media bodies such as the Indian Broadcasting Foundation (IBF) and the Indian Newspaper Society (INS), to name two of the key players, will be strengthened and become more meaningful.
The general body of the association has also decided on the new set up of the executive committee, which will now comprise of 21 members, as compared to 18 earlier. The governing body will have eight representatives of full service agencies, four of creative agencies, four of media agencies and three from various regions, including one each from the North, South and East. The president and the immediate past president will be a part of the executive committee.
With the above changes, the AAAI will no more be an exclusive body of full service agencies but will become the flag bearer of the entire advertising industry.
On this occasion, Vinod Nair, chairperson, membership development committee, remarks, "Earlier, a substantial number of players were left out from the AAAI and now, AAAI will truly represent the entire industry. The new membership rules will not only protect the interests of the members but benefit clients as well."
For the record, the AAAI, set up in 1945, is the apex body for all advertising and communication agencies in India. It caters to the branding and communication needs of virtually all major advertisers in the country and accounts for nearly 90 per cent of the advertising and media spends in India.