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| ADOI Throws The Boomerang At Karthi Palanisamy And See What Came Back! |
| Tuesday, 24 August 2010 20:18 |
 ADOI caught Karthi, Convenor of the Association of Accredited Advertising Agents (4As) Malaysia's Boomerang Membership Accreditation Program to discover the growing excitement of this initiative. Boomerang points are earned when 4As members take part in Boomerang accredited training programmes or participate in 4As events. This move is to stimulate professional development and encourage members to play a role in the Association's activities. Renewal of annual membership to the 4As is also reliant on Boomerang points. Boomerang has been on for more than a year now. Tell us about the feedback from members so far... Boomerang was launched sometime in the late 2nd quarter of last year. The response has been quite encouraging as in over 60% of the member agencies had participated and received accreditation points in the 1st year of Boomerang’s inception. We are encouraged with the response and have now made it mandatory for all agencies to achieve the minimum required points. Brand development and marketing is a strategic industry for the country in view of the government’s intention to cultivate a creative economy. We want our members to participate actively, and see the economic gains as a result. 4As members have over the years been at the forefront of the value cycle , and have created significant value for brands. We want our members to invest in their talent so that we have a knowledgeable workforce capable of leading the strategic and creative initiatives required for brand development in this country. Why the name Boomerang? There must be a conceptual reason.... It’s simply based on the core idea, that when there is action, there will be reaction. With each member’s active participation and contribution, the benefits are reaped. A Boomerang is a curved shaped throwing stick that travels in an elliptical path and returns to its point of origin when thrown correctly. The concept behind the 4A’s Boomerang point-accumulation system is simple – be an active member; participate, learn and contribute; and benefit collectively. Every action will have a reaction. It’s a win-win programme for member agencies, their staff, marketers and the community at large. In a nutshell, a never-ending cycle of knowledge - given and returned. Just like a Boomerang. How does this programme encourage more training providers to serve the ad industry? Boomerang was introduced to demonstrate our commitment to continuous professional development and raise the professional standards of the industry. We hope that this will encourage other training providers to raise the standards and quality of trainings they provide. If Boomerang does encourage more training providers to provide quality training, then we have achieved more than we had hoped for. We have a knowledge pool of experienced marketers and ad-men in our business and we would like to tap on this for the benefit of the industry. You said the 4As will institute its own regular training programme calendar in the near future. Will that mean member agencies will have to choose these programmes over those not accredited by Boomerang? All training programmes conducted by the 4A’s as well as programmes offered by other training providers are accredited with points based on content, training hours and relevancy of the subject matter to our industry. Hence the choice is left to member agencies to choose the programs they would like to attend. We have been fortunate that training providers such as ADOI, 95%, R3, IACT and others have been in the forefront of our industry in helping us lift the professional standards of the industry. We also examined and accredited the internal training programmes of a number of agencies who have made the necessary submission. 4As membership has grown by more than a hundred in recent years. How does Boomerang ensure that quality not quantity is the ethos of membership. Member agencies need to achieve a minimum point criterion to remain as a member of the 4As. The points are based on 2 main indicators; Training being a primary indicator and Service & Participation being the other. Member’s agencies who do not achieve their required Boomerang points will not be able to renew their membership in 4As. Boomerang compliments and makes agencies relevant. Active participation in Boomerang will only keep the vibrancy of the agencies’ learning culture alive. It will not only harness their skills but also ensure that people development is imperative and is part of the agencies’ operation. |
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