The Costa Rican Association of Advertising Agencies approved yesterday in an Extraordinary General Assembly, its opening to commercial communication companies, among others, public relations agencies, media centers, interactive agencies, btl and promotions.
When ASCAP was founded 50 years ago, it brought together the main advertising agencies in the country and performed all the tasks and functions of the time. However, with the natural evolution and changes of the times, the figure of the advertising agency has changed, the different areas of commercial communication have specialized and today it takes much more than the advertising agency to cover all the areas necessary to build a brand, promote an opportunity or boost a business.
With great satisfaction, with the approval of the statutes, ASCAP will be in a position to bring together an extraordinary quantity and quality of related companies, both from the different economic interest groups currently represented, as well as outside of them. We hope to offer attractive conditions for these companies, and to see them get on board, participate and act in the management for a strengthened, more relevant and effective association every day.
ASCAP’s focus on stimulating creativity as the essence of our business will continue and grow stronger. We will also address many other areas of interest to members, such as business issues, trade and government relations, as well as the necessary improvement of calendar actions. Cannes will continue to be a key axis of our management, both for the Young Lions and for the participation of the country’s commercial communication companies, as well as training, promotion and creative impulse with the Central American Volcano as the other main axis.
Personally, I am very satisfied with what I have achieved in my three years as president of the Association, but at the same time, I am challenged to turn this last year of my administration into a productive, effective and especially generating conditions for the sustainability of the entire current ASCAP project.
Much to do, much to improve, much to detonate.
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