Chandrima Pal

Three A’s of I unveils new logo, announces slew of programmes

Srinivasan K Swamy, president - AAAI, says, “The 10- point programme is a part of an effort to give expression to the dynamism of the industry and the AAAI.”

A roll of drums and a splash of red. In its golden jubilee year, the 'Three A's of I' aka Advertising Agencies Association of India (AAAI) is going for a high-decibel makeover.

At a press conference – the first in recent history as Sam Balsara, immediate past President, pointed out – AAAI unveiled its new corporate identity on Thursday.

The new corporate identity showed three stylized ‘A’s form the drum or the base with the ‘I’ resembling a stick, symbolizing “professional empowerment”. It was also a platform to launch a 10-point celebration programme.

Speaking on the occasion, Srinivasan K Swamy, president AAAI, observed, “The 10- point programme, which includes the new logo, are part of an effort to give expression to the dynamism of the industry and the AAAI.” “This is to reinforce the fact AAAI is truly the voice, soul and the rhythm of the industry,” he added.

The other programmes include a book on the history of advertising, and a series of AAAI publications on business practices. Heading the latter would be Kurien Mathew, director, TBWAIndia.

Speaking to agencyfaqs!, Mathew revealed his plans for releasing 10 titles in the series. “Work on two titles is already underway,” he said. “While one of them will deal with what AAAI is all about, the other will talk about the business of advertising.” Not your regular coffee-table collectible, these books would be 'ready reckoners' for anyone who wants information and useful tips on the various aspects of the industry.

With an estimated print order of 3,000, the other areas that these titles would cover include strategic planning, media and account management, besides other things, informed Mathew.

The Diamond Jubilee seminar series is the fourth point of the programme. Covering media, research, outdoor and creative, these seminars hope to replicate AAAI's past successes with 'The Block' workshops.

Come July, the AAAI will also host a two-day convention on advertising with Sir Martin Sorrell, chairman, WPP group, as the keynote speaker. Andrew Robertson, CEO, BBDO Worldwide and Colvyn Harris, CEO, JWT, India, would be the other star attractions.

The sixth point is the institution of Afro-Asian Creative Awards, steered by Madhukar Kamath, managing director & CEO, Mudra Communications. The AAAI hopes it will turn into a significant annual event over time.

This is followed by ambitious plans for an Advertising Centre, where Advertising Council of India, Advertising Standards Council of India, Audit Bureau of Circulations and the Indian Society of Advertisers would locate themselves and share individual from resources.

The programme also makes it a point to get closer to industry bodies such as the INS and the IBF to work on 'bilateral interests.' The AAAI constitution is also under review with the setting up of a Business Practices committee, spearheaded by Anil Kapoor, past president AAAI.

And last but not the least, the AAAI would like to do more pro bono work for social services campaigns. “We have done some significant work for the Gujarat earthquake and raised funds for Tsunami,” said Swamy to agencyfaqs!

“Now we would ideally want to gain more visibility for the work that we do,” he added. He hoped the media and the advertising industry will come together for worthy causes. “But at the end of the day, it is the media that decides whether the cause is important or crucial enough to be given airtime,” he observed.

Also present at the conference were Neville Gomes, managing director, Multimedia Aquarius; Ramesh Narayan, chairman, AAAI Diamond Jubilee Celebration Committee; and V Shantakumar, managing director Saatchi & Saatchi, among others.

© 2005 agencyfaqs!