中國商務廣告協會
About CAAC
中國商務廣告協會原為中國對外經濟貿易廣告協會（簡稱外廣協），成立于1981年，是我國第一個全國性廣告行業社團組織。2005年9月，隨著國家政府機構改革，經商務部和民政部批準，中國對外經濟貿易廣告協會更名為中國商務廣告協會（簡稱商廣協）。
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.
中文名：中國商務廣告協會
英文名：CHINA ADVERTISING ASSOCIATION OF COMMERCE
英文縮寫：CAAC
成立時間：1981年8月21日
原名：中國對外經濟貿易廣告協會
職能：傳承文化經典，締造品牌價值，推動消費繁榮，傳播善行公益。
Name in Chinese: 中國商務廣告協會
Name in English: China Advertising Association of Commerce
Abbreviation: CAAC
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
這期間，中國廣告業進入穩步發展期。中國的《廣告法》正式實施，企業的市場營銷，消費者的品牌意識逐步被認知，廣告創作與傳播走向興旺和成熟，外資開始大步進入中國。1994年外廣協首創舉辦了“國際廣告新媒體、新技術、新設備、新材料展”；1995年與中國傳媒大學（北京廣播學院）聯合推出第一部有關城市消費者行為和生活形態的年鑒《1995IMI消費者行為和形態年鑒》；1996年首次引進“廣告饕餮之夜”；1997年買斷美國《廣告時代》中國版權；2004年與中國傳媒大學（北京廣播學院）、IAI國際廣告研究所共同編撰出版中英文版文獻史書《中國廣告猛進史1979-2003年》和《中國營銷25年》。
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
隨著國家政府機構改革，經商務部和民政部批準，外廣協更名為中國商務廣告協會。這一時期的主要工作是圍繞商務部和企業品牌建設。2005年12月在商務部支持下，商廣協主導下和業界有影響力的人士積極努力下，由“一流服務，一流創新，一流實力，一流誠信”的合資、獨資及中國本土綜合性廣告公司為主成立了行業高端組織——中國商務廣告協會綜合代理專業委員會（以下簡稱“4A”）。4A是商廣協首個分支機構，其宗旨是提升整體中國廣告行業的地位和社會形象，為中國廣告業培養人才，并樹立專業作業規范和行業自律，促進中國經濟的發展。
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.
2016至今
2016年1月28日，經換屆選舉產生第十屆理事會，商廣協本著“為中國廣告行業的發展貢獻一份力量”的初心，堅決貫徹中央和國家機關工委及民政部關于協會工作的各項指示要求及各類文件政策的規定，積極開展協會內部各項工作的整理整頓，建立健全各項規章制度，明確協會工作宗旨，為會員服務，創建專業型、學習型、創新型協會，堅持守正創新，并以“專業、創新、團結、誠信、守法”為行為準則，有組織、有秩序、有策劃地開展了一系列有益于協會和行業發展的各項工作。更加明確地提出推動4A朝著專業、精英、高端和國際化方向發展；引導數字營銷專業委員會向著專業化、規范化、功能化方向發展。牽頭組織廣告行業內各主要領域的企業家、專家和學者，先后成立了內容營銷專業委員會、品牌發展戰略工作委員會、自媒體營銷專業委員會、IP生態商業專業委員會、中小企業數字化推進工作委員會、商業創新工作委員會、創意產業推動工作委員會、設計力專業委員會、教育培訓工作委員會、自律工作委員會及法律工作委員會等二級機構。多次組織全員性國際交流活動，與ADFEST（亞太廣告節）、AWA（世界廣告論壇）、D&AD（英國設計與藝術指導）等國際廣告組織合作。舉辦各種國內專業論壇及專業培訓，持續學習、深入學習和互相學習在協會蔚然成風，已經初步建成了一個學習型的協會。2021年12月21日，經選舉產生中國商務廣告協會第十一屆理事會，以及由十五位負責人組成的新一屆領導班子。
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.
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
遵守國家的法律、法規、政策和社會公德，制定行業規范，加強行業自律；堅持走專業、精英和國際視野的路線，提高行業的整體文化修養和專業服務水平，樹立廣告行業良好的社會形象；搭建行業的學習、溝通、交流、互助的平臺，推動中國廣告行業的發展，促進并提高廣告行業在國家發展戰略中的地位和影響力；認真聽取會員的意見和建議，代表和維護會員的正當權益。立足傳承文化經典，締造品牌價值，推動消費繁榮，傳播善行公益。積極主辦開展與組織國內和國際之間有關文化、品牌、廣告、營銷等理論與實踐研究、交流與培訓項目，展覽與展示活動，推廣新思想、新經驗、新技術，倡導自主創新，完善行業自律。
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
按照《行業協會商會與行政機構脫鉤總體方案》的要求，中國商務廣告協會將逐步成為依法設立、自主辦會、服務為本、治理規范、行為自律的全國性社團組織。創新協會的管理體制和運行機制，激發內在活力和發展動力，提升行業服務功能，充分發揮協會在經濟發展新常態中的獨特優勢和應有作用。
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
會長：李西沙
副會長（按姓氏筆畫排序）：丁俊杰、馬曉波、王啟民、王建朝、劉陽、曲偉海、杜立、李黎、陳徐彬、
鄭曉東、涂雅芳、黃小川、曾懌
鄭曉東、涂雅芳、黃小川、曾懌
副會長兼秘書長：王欣
特聘副會長：宋秩銘、胡紀平、高峻、莫康孫
特聘副會長：宋秩銘、胡紀平、高峻、莫康孫
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
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
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