THE newly elected executive of the Advertising Agencies Association of Jamaica (AAAJ) has signalled its intent to improve the standards and increase awareness of the important role advertising agencies play in developing business in Jamaica.

New president, Arnold “JJ” Foote, said the new executive will be leading a drive to ensure quality standards and self-monitoring.

“High on our agenda is to re-establish the Advertising Standards Authority. With advertising communications under the increasingly watchful eye of the Broadcasting Commission and other groups, an independent body within the industry that ensures we all live up to the highest standards of communication is most necessary,” he said in a release to the media.

Foote added that in challenging economic times, such as those currently being experienced on a global scale, recognised advertising agencies meeting AAAJ standards of professionalism becomes crucial partners in helping businesses remain viable.

“The first impulse may be to reduce advertising to try to cut costs. But your recognised agency partner will have the experience and industry knowledge to develop an effective, complete, customised strategy to keep your company name in the eyes and minds of consumers and ultimately, enhance business. Advertising is the fuel for the corporate engine that powers economic growth. We cannot overstate the importance of making that investment today and building your brand, so you will be that much stronger when the economy turns the corner,” he said.

Another area of focus will be to lay the groundwork for future development of the industry.

“The truth is, advertising usually is not generally considered when the youth are making a decision on what career to pursue. Advertising has so many disciplines, it is a real and rewarding career option; we just need to expose young people to it. One of the things we’re considering is an Advertising Expo, showing the opportunities within advertising for creative, research, finance, management – all the diverse areas,” Foote said.

The full executive, elected on March 5, is comprised of, in addition to Foote:

. Wayne Stewart of Dunlop Corbin Communications – vice-president;

. Andrew Rousseau of CGR Communications – immediate past president;

. Janet Creary of Prism Communications – treasurer;

. Travis MacMillan of MacMillan Advertising – secretary;

. Oral McCook of OGM — counsellor; and

. Monica Campbell-McFarlane of Communication Services Limited – counsellor.

Michael Grant of Great House, counsellor, and Jean Lewis of Lindo FCB, counsellor, complete the team.