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The Accredited Advertising Agencies Association or ‘The Four A’s’ have at all times maintained the highest commitment in championing the cause of creative excellence in the country, constantly seeking new ways to assist young creatives hone their talents and 
set higher standards of excellence for themselves and the industry.
This year, the incumbent Board of the Four A’s have elected to champion the task of uplifting the standards of creative development by focusing on the various disciplines which fall within the purview of the industry’s professional sphere of expertise; offering specialised training opportunities to the industry and for the very first time to our clientele, with the assistance of internationally recognised specialists in each particular field.
Kicking things off, the Four A’s is proud to announce the first of such events, ‘The 7 Secrets of Creative Radio’, a workshop conducted by internationally-celebrated Creative Director and Radio-Guru, Tony Hertz.
A 40-year-veteran of the global advertising arena, Hertz’s experience as a Creative Director encompasses and international career which spans New York, London, Tokyo, Brussels and Birmingham with accolades that include a Cannes Silver Lion, an Ad Fest Gold, a New York Festival First and both Black and Yellow D&AD Radio Pencils (he is the only individual to ever accomplish this to date).
Hertz has served on Award Juries at international festivals of creativity such as D&AD, Ad Fest, Golden Drum, Clio, LIAA, New York Festival and Ad Stars. He has also had the distinction of serving as a member of the Cannes Jury Panel on three occasions. The most recent being where he served as Jury President for Radio in 2014.
“My objective,” Hertz said “is help the participants get out of the Comfort Zone in which most radio ads reside so they can discover the genuine creative possibilities of the medium.”
“I’m told that the participants will include both creatives and clients and I think this is a great idea! I’m hoping that the workshop will show both sides that to be good, radio needs the same passion and effort that they’re used to applying to the visual media. And of course have fun doing it!”
Speaking further on the workshop, Four A’s President Sheron Jayasundara said, “We are very excited. Everywhere in the World, Radio is reinventing itself. As a medium, it has immense power to influence consumers at both direct and subliminal levels; and advertisers play a huge part in contributing to that power. Whilst Sri Lanka is still not there yet, we most certainly do have the passion to get there. So, who better than Tony Hertz to show us the way?”
‘7 Secrets of Creative Radio’ is scheduled to take place on 8 July at the Taj Samudra in Colombo.
