Association of Advertising and Marketing Singapore - AAMS (formerly 4As & IAS) Founded in 1948, The Association of Accredited Advertising Agents Singapore, better known as The 4As, is a non-profit association which actively represents advertising, media and marketing communications practitioners, agencies and related businesses in Singapore. Since then, the local advertising industry has evolved rapidly with the advancement of technology offering exciting new prospects for advertising and media, which among them include the internet, mobile/smart phones and social networking sites. Yet while the dates were predominantly black and white media advertisements reigned have given way to modern-day full, living colour ones, the purpose of 4As remains the same. Its key objectives are to elevate the stature of the advertising, media and marketing communications industry by providing a collective voice for the industry while at the same time, nurture talent and creativity. To fulfil these goals, the association works closely with key industry stakeholders, such as trade associations, educational institutions and government bodies. Over the years, The 4As has introduced a series of industry awards and annual events to recognise outstanding talents in advertising, media and related fields to motivate those in the industry to achieve greater heights. Prominent among them are the Singapore Creative Circle Awards or the Gong Show; the Students Creative Awards, affectionately referred to as The Crowbar; and the Singapore Media Awards.