The 4As Malaysia formed in 1971 is the Malaysian industry's foremost body that represents and promotes the value of Advertising agencies in the Marketing Communications industry to Advertisers, Media, Suppliers, Government and the Public. The organization encompasses 50+ homegrown and multinational Member Agencies, involved in brand strategy and marketing communications. It celebrates, encourages and fosters creativity through brand-building ideas that drive growth and value generation for brands. The 4As promotes best practices and business excellence in the professional practice of advertising in all its forms . It requires its Member Agencies to invest in continuous professional development in order to retain membership. The 4As engages the business community and Government in dialogue to demonstrate the relevance of advertising as an effective vehicle for economic growth. 4As Malaysia is the originator and organizer of annual hallmark events, like the Putra Brand Awards (People’s Choice) and the Kancil Awards (Creative Competition). It is also the franchise holder and organizer of the annual globally recognized, Malaysia Effie Awards (Marketing Effectiveness).