People: Shufen Goh is elected president of Association of Advertising and Marketing Singapore


SINGAPORE — Association of Advertising and Marketing Singapore (AAMS) announces a new leading EXCO. Formed on November 1, 2019, the AAMS was  merging both the 4As (Association of Accredited Advertising Agents Singapore, formed in 1948) and IAS (Institute of Advertising Singapore, formed in 1990), with the focus on becoming a nexus for all players in the AdMArcom industry in Singapore as well as the region. 

AAMS, leveraging on the differing background of both 4As and IAS, represents a focused, restructured approach to match a rapidly changing industry. 

Its aim to attract and coalesce the diversity of expertise, breadth of talents from advertiser/brands, agencies, media/publisher platforms and unify them into a single voice, will create Scale, Speed and Focus for all initiatives, resulting in a more effective organization. 



Elected office bearers are :  

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President : Goh Shufen, Co-Founder and Principal, R3 WW

1st Vice President : Chloe Neo Managing Director of OMD Singapore

2nd Vice President : Paul Soon CEO, MullenLowe Group Southeast Asia

Honorary Secretary : Ara Hampartsoumian, CEO, TBWA\Group Singapore

From a pool of over 30 nominees, four office bearers were elected, with another ten forming the exco (click here for details), with good cross representation of MNCs, locals, media and creative agencies, advertisers and media owners. Term of office for the first EXCO will be from June 13, 2020 to June 30, 2022.   

Given the toll that the Covid19 pandemic has taken, and its effect in the AdMArcom industry, we are fortunate to have a diversified and experienced group of industry leaders within the AAMS’ EXCO. They will be sharing their collective experience to incorporate behavioural change, structural shifts in AAMS’ efforts to build a stronger ecosystem, helping our individuals and organisations to learn and adapt nimbly. 

It will be anchored on three main pillars: SHIFTING MINDSETS, ACCELERATING GROWTH and DRIVING TALENT 

“The advertising and marketing landscape has changed more in the last 5 years than in the last 50. With agencies, brands and media interests represented at AAMS, we will be a more effective and influential  voice for the industry, as we adapt and future proof ourselves,” Said Goh Shufen, co-founder and principal of consultancy R3.

One of the AAMS initiatives, which is a good example of things to come, is the OOH Media Platform, to establish Singapore as a global leader of technology innovations. This project along with other smart nation initiatives and the high digitization of OOH assets has created Singapore as a perfect global test bed for omni-channel unique experiences.

AAMS will be sharing more details on its plans — for building stronger communities, setting industry standards and measurements, cross industry collaborations, regional platform to allow for better business, thought leadership initiatives, championing creativity and innovation as well as more on our customised training programmes. 

About the Association of Advertising and Marketing Singapore (AAMS)

AAMS, a merger of the Association of Accredited Advertising Agencies, Singapore (The 4As) and the Institute of Advertising Singapore (IAS), is Singapore’s leading association for the AdMarcom industry, built on over 100 years of industry experience, and guided by an Executive Committee of top Industry leaders. AAMS aims to be the beacon for Marketing, Creativity and Performance by facilitating better business regionally via a regional platform, strengthening the network for local communities, talent development, and promoting innovation and creativity.

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