As the ever first national association of advertising industry, China Advertising Association of Commerce was founded in 1981 and successively named as China Advertising Association of Foreign Economy and Trade, abbreviated as CAAFET and China Advertising Association of Foreign Trade, abbreviated as CAAFT. In September 2005, with the restructuring of the governmental organizations and approved by the Ministry of Commerce and the Ministry of Civil Affairs, China Advertising Association of Foreign Trade officially changed its name into China Advertising Association of Commerce, CAAC in short.
英文名：CHINA ADVERTISING ASSOCIATION OF COMMERCE
Name in Chinese: 中國商務廣告協會
Name in English: China Advertising Association of Commerce
Date of foundation: August 21st, 1981
Original Name: China Advertising Association of Foreign Economy and Trade
Function: to carry on cultural classics, to create brand value, to help increase consumption, to communicate commonweal and charity
發展歷史 | The History
1981 – 1993
1979年，伴隨著改革開放的春風，中國當代廣告業迅速興起，中國對外貿易廣告首當其沖。我國投入出口商品廣告宣傳費十年間增長了十多倍；有外貿廣告經營權的廣告公司也從僅有1家發展到近50家。在這種大背景下，中國第一個全國性廣告行業組織 --- 中國對外貿易廣告協會（簡稱外廣協，今中國商務廣告協會）誕生。這一時期，外廣協的主要任務是服務于出口貿易，推動生產，加強商品的對外廣告宣傳，并為此不斷加強理論和實務建設。這期間，為了讓世界經濟貿易界、廣告界了解中國，讓中國了解世界，發揮廣告在促進經濟發展中的作用，外廣協與英國《南方》雜志于1987年6月16-20日在北京人民大會堂共同舉辦了“第三世界廣告大會”，這是中外廣告人共同譜寫的重要歷史事件，大會受到國內外各界的廣泛關注，中國國家主席李先念接見了全體中外代表。
Starting from the year of 1979, the China contemporary advertising industry grew up rapidly with the reform and opening of the China market. The advertising growth of China foreign trade boomed up out of the norm. During these 10 years, the advertising cost China spent on its export commodities increased by ten times than that of the previous 10 years. The number of agencies qualified to do advertising for foreign trade also increased from 1 to nearly 50. Under this kind of circumstances, the former entity of today’s China Advertising Association of Commerce, China Advertising Association of Foreign Economy and Trade was born as the first national association of advertising industry. In this stage, the main task for the Association was to serve the trade of export, to help increase production and to enhance the advertising for export goods and meanwhile, to continuously build up and consolidate the advertising industry from both theoretical and practical aspects. During this period of time, in order to make China known in the global circle of economy, trade and advertising, and to have China get to know the world, moreover, to strengthen the advertising role in the economy development, CAAFT jointly held the Third World Advertising Congress together with South Magazine at the Great Hall of People in June 16 - 20, 1987 in Beijing. This was an important historical event made by the Chinese and the world advertising men. The congress attracted vast attention of its peer from both domestic and worldwide. Li Xiannian, the Chairman of the People’s Republic of China, received all delegates from both domestic and abroad.
1994 – 2004
In this decade, China advertising industry entered the stage of stable development. The Advertising Law was officially put into effect. Local enterprises and consumers obtained more marketing sense and brand perceptions. The creativity and communication of advertising moved towards thriving and matured. Foreign investments into China market began to speed up. In 1994, CAAFT initially held the exhibition on New Media, New Technology, New Equipment and New Materials of International Advertising. In 1995, together with the Communication University of China (previously named Beijing Broadcasting Institute), CAAFT released the first yearbook on the urban consumer behavior and life style which is named “1995 IMI Yearbook on Consumer Behavior and Lifestyle”. In 1996, CAAFT introduced “The Night of The Ad Eaters” for the first time. In 1997, CAAFT bought out the exclusive right of “Adverting Age” to China. In 2004, jointly with the Communication University of China (Beijing Broadcasting Institute) and IAI (International Adverting Institute), CAAFT edited and published the historical literature “The Accelerated Growth of China Advertising History 1979 – 2003” and “The China Marketing in 25 Years” in both Chinese and English versions.
2005 – 2015
With the restructuring of governmental organizations, CAAFT changed its name into China Advertising Association of Commerce under the approval of the Ministry of Commerce and the Ministry of Civil Affairs. Its business focus during these years was to assist the MOC and help the local enterprise on brand building. In December 2005, supported by MOC and driven by CAAC, also with the active effort by the affluent in the industry, The Association of Accredited Advertising Agencies of China (China 4A) was born as the high end industrial organization. It was composed of the joint venture agencies, foreign agencies and local comprehensive ad agencies who believe in “First class of service, First class of innovation, First class of capability, First class of credit”. China 4A is the first subordinate branch of CAAC. It lives to raise up the position and improve the public image of the entire China advertising industry. Secondly, it lives to bring up advertising talents for the field. Thirdly, it lives to standardize the industrial practice and strengthen self-discipline. Finally, it lives to enhance the economy development.
On January 28, 2016, the 10th council of CAAC was elected. In line with the original intention of "contributing to the development of China's advertising industry", CAAC actively carry out the sorting and rectification of various internal work of the association, establish and improve various rules and regulations, clarify the mission of the association, and create a professional, learning, and innovative organization to serve members. The association adheres to integrity and innovation, and takes "Professionalism, Innovation, Unity, Integrity, and Law-abiding" as the behavior standard. We promote the professional, elite, high-end and international development of China 4A; guide the Digital Marketing Committee to develop in the direction of specialization, standardization and function; leading the organization of entrepreneurs, experts and scholars in the advertising industry, and successively established the Content Marketing Committee, the Brand Development Strategy Committee, the We-Media Committee, the IP Ecology Commerce Committee, the SME Digital Promotion Committee, the Business Innovation Committee, the Creativity Industry Committee, the Commerce Design Force Committee, the Education & Training Committee, the Self-Discipline Committee, the Legal Working Committee, etc. We cooperate with international advertising organizations such as ADFEST, AWA, D&AD, and have organized international visiting activities for the members. By holding various domestic professional forums and training to keep learning, CAAC has become a learning-oriented association initially. On December 21, 2021, the 11th Council of CAAC was elected.
宗旨和任務 | The Mission
The mission given to CAAC is stated as: to abide by the law, regulations, policies and social morality, to define and standardize industry practice and to strengthen self-discipline, to stick on profession, elite and global vision in its positioning, to upgrade the level of cultural cultivation and expertise service of the entire field, to establish a good social image of the ad industry, to set up a platform of learning, communication and mutual assistance, to push forward the China advertising industry, to improve and lift up the position and influence of the ad industry in the national development strategies, to hear the members, to represent and protect the members’ due rights and interests, to carry on cultural classics, to create brand value, to help increase consumption, to communicate commonweal and charity, to be active in organizing and hosting local and international activities on cultural, branding, advertising and marketing in various kinds such as theoretical and practical study, exchange and training programs, exhibitions and displays, to promote and share new ideas, experiences and new techniques, to advocate independent innovation and to optimize the self-discipline of the industry.
展望未來 | The Future
To abide by “The master plan for disconnecting the industry association and chamber of commerce from the administrative organ”, CAAC will gradually transform to a national association that is legally established, self-dependent, service driven, properly managed and self-disciplined. CAAC will bring in new practice in its management and operations, stimulate the inner vigor and motive to move forward, upgrade its service function for the industry and give full play to its unique strength and due function in the new state of the economy development.
組織機構 | The Organization
中國商務廣告協會第十一屆理事會 | The 11th Council of CAAC
President: Li Xisha
Vice President: Ding Junjie, Ma Xiaobo, Wang Qimin, Wang Jianchao, Liu Yang, Qu Weihai, Du Li,
Li Li, Chen Xubin, Zheng Xiaodong, Tu Yafang, Huang Xiaochuan, Zeng Yi
Vice President&Secretary-General: Wang Xin
Distinguished Vice President: TB Song, Hu Jiping, Gao Jun, Tomaz Mok
二級分支機構 | Subordinate Branches
• 綜合代理專業委員會(4A) The Association of Accredited Advertising Agencies of China (China 4A)
• 數字營銷專業委員會 Digital Marketing Committee
• 內容營銷專業委員會 Content Marketing Committee
• 品牌發展戰略工作委員會 Brand Development Strategy Committee
• 自媒體營銷專業委員會 We-Media Committee
• IP生態商業專業委員會 IP Ecology Commerce Committee
• 廣告工程與展示專業委員會 Advertising Engineering & Display Committee
• 設計力專業委員會 Commerce Design Force Committee
• 中小企業數字化推進工作委員會 SME Digital Promotion Committee
• 非遺及老字號傳承推動工作委員會 Intangible Cultural Heritage and Time-honored Brand Promotion Committee
• 創意產業推動工作委員會 Creativity Industry Committee
• 教育培訓工作委員會 Education &Training Committee
• 自律工作委員會 Self-Discipline Committee
• 法律工作委員會 Legal Working Committee
• 《國際品牌觀察》雜志社 Global Brand Insight Magazine
• IAI國際廣告研究所 IAI International Advertising Institute
• BBI商務品牌戰略研究所 BBI Business Brand Institute