Petaling Jaya, 16 October 2017: The Association of Accredited Advertising Agents Malaysia (4As) will be organising a specially tailored course to gain the latest knowledge on how Artificial Intelligence (AI), Virtual Reality (VR) and Augmented Reality (AR) will reshape the next generation of marketing communications.

The half-day course titled “Magic and the Machines – Applying AI, VR and AR to Advertising” – is organised jointly with the UK-based Chartered Institute of Practitioners in Advertising (IPA) and will be held on 13 November. The aim is to provide industry guidance and encourage the highest standards of creativity.

“Magic and the Machines” is the first course in Malaysia focusing exclusively on what machines can do for advertising and the brands ad agencies serve.

“This course marks a new milestone for the 4As as it opens up opportunities to grow and inspire change alongside our technology colleagues,” remarks Andrew Lee, 4As President. “We need to embrace these automated tools to help us be even better in the work we do, and to harness them to create magic and better brand experiences.”

The course, co-presented by BFM89.9, is also targeted at Small and Medium Enterprises (SMEs), entrepreneurs, brand owners, marketers, and technology enthusiasts.

The focus will be on the opportunities these automated tools present and the limitations they posses, before considering what the future holds. Latest examples will be presented to show their relevance to the world of advertising and marketing communications.

“Our goal is to maximise the potential of automation and machine-learning for the advertising industry,” notes Khairudin Rahim, 4As CEO. “The 4As shares the same agenda and enthusiasm on this topic as does the IPA.”

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The course, facilitated by Nigel Gwilliam, IPA Head of Emerging Technology, will examine the rationale, required skills, and advantages of embracing these new tools in advertising, including the use of AI for innovation, insights, creativity and creative production including writing copy and advertising soundtracks.

“The Big Idea and the process of ideation still play a timeless and essential role in advertising,” emphasizes Lee. “However, agencies need to consider integrating these tools to enhance the brand experience.”

The new question for industry to consider, adds Khairudin, is “what does it mean to be human in a tech-driven near future”?

The course fee for 4As members is RM230, RM320 for non-4As members, and RM160 for students. It is HRDF claimable. 4As member agencies will also earn 50 Boomerang points when they sign up for the course.

To register, go to

About the 4As
The Association of Accredited Advertising Agents Malaysia (4As), formed in 1971, is the Malaysian advertising industry’s foremost body engaged in promoting the value of advertising agencies in the Marketing Communications industry to advertisers, media, suppliers, government, and the public.
The association encompasses more than 80 home-grown and international member agencies who are the key players in Malaysia’s advertising industry.
The association helps grow the business of the member agencies and advance individual careers through the provision of professional development services, industry awards, advocacy, and support.
About the IPA
Widely recognized as the world’s most influential professional body of practitioners in advertising and marketing communications, the IPA (Chartered Institute of Practitioners in Advertising) has a well earned reputation for thought leadership, best practice and continuous professional development. They also provide core support and advisory services for its corporate and individual members. IPA programmes, running since 2003, have benefitted over 13,000 individuals across the globe.

Issued on behalf of the 4As
By Waves PR
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