The World: Tokyo - Asian ad agencies form trade body to raise standards

A new umbrella trade body is being formed by Asian agencies. The organisation, to be called the Confederation of Asian Advertising Agencies, is in response to falling margins at member shops.

The aim of the new body is to bring the chapters of the Asian Association of Advertising Agencies closer together to discuss matters of mutual interest.

The confederation is to be led by Yutaka Narita, the president of the Japanese Advertising Agencies Association. It will press for high and uniform standards of advertising practice, improved remuneration and accumulate evidence of the value of advertising for business growth.