4As Agencies: Time To Throw In Your Boomerang Reports!
Monday, 28 February 2011 15:49
The Boomerang is to the advertising industry what a regular fitness programme is like to the individual. Initiated by the 4As about 2 years back, the programme's aim is to keep the local advertising fraternity fit by introducing industry-relevant training programmes and activities for their professional development. |
To maintain 4As membership, agencies would have to achieve the required criteria for Accreditation. The last call for Boomerang report submission is 31st of March 2011.
ADOI manages to catch up with Mr. Karthi, Convenor of the 4As Malaysia's Boomerang Membership Accreditation Programme to glean more information about the programme.
- The name Boomerang is catchy. Why choose the name for your programme?
A Boomerang is a curved shaped throwing stick that travels in an elliptical path and returns to its point of origin when thrown correctly. It's that core idea – in that when there is action, there will be a reaction. With each member's active participation and contribution, the benefits are reaped.
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.
- Can you give us a brief introduction about the Boomerang and what was the response by the ad industry to the programme since it was first founded?
Boomerang was launched sometime in the late 2nd quarter of 2009. The response has been quite encouraging as in over 60% of the member agencies has 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.
- What are your aims and hopes for the Boomerang programme?
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 we have a knowledgeable workforce capable of leading the strategic and creative initiatives required for brand development in this country.
- How are the accredited points required (quota to renew 4As membership every year) calculated?
The Boomerang Membership Accrediditation Programme has 2 main indicators: Training & HR Development 60% and Service and Participation 40%. The principles of the programme focus on agencies achieving best practices in the area of human resource management and inculcate and induce participation of member agencies in the activities of the association. Both these areas are important and this signifies that agencies are taking concerted steps to improve its culture and a program of continuous improvement.
- Who are your main training providers and based on what criteria are the training programmes selected?
Currently, there a number of training providers who have been accorded the Boomerang points. Programs are evaluated based on the program content, speaker’s experience, length of the programme and other areas. 95%, Adoi and IACT and some of the current training providers. Efforts are now being made to include some of the Malaysian Institute of Management’s programme into our calendar.