KUALA LUMPUR: Members of Audit Bureau of Circulations (ABC) demonstrated their solidarity at the "Strength in Numbers" walk at the Bukit Jalil Bandaraya Park recently.
Alongside them were other industry association members who jointly walked to promote the use of verified and audited circulation figures disseminated by the ABC.
"This is a historical event because for the first time, we have the participation of all the presidents of affiliated industry associations together with more than 400 advertising and marketing professionals from Malaysia, all coming together for this walk," said ABC chairman Chan Sheow Vern.
One of the objectives of the walk is to promote self-regulation where advertisers and media agencies are strongly encouraged to insist on using trustworthy circulation figures.
"Getting the industry players to subscribe to a media audit has been a long journey," said MAA president Khoo Kar Khoon.
"Though there have been many initiatives and efforts taken by the ABC board members to encourage the industry players to conform to the practice, we are still far from the desired target.
"The media and advertising industry can only be strong and credible if we continue to practise transparency and honesty in our numbers."
Khoo's sentiments were echoed by 4As president Tony Savarimuthu who said: "The ABC has been reinvigorated under the leadership of the new board. It is very important that organisations such as this play an active role in ensuring that the government, brands, marketing companies and corporations who use taxpayers' and shareholders' funds for promotions are provided with audited circulation figures."
Following the flag-off of the one-kilometre walk, participants adjourned to the Berjaya Club for cocktails while being entertained by stand-up comedian Rizal van Geyzel.
"We would like to thank all the industry associations for their support and commitment to using ABC-audited figures as the first guide in media planning and marketing," said Pattrik Ting, the walk's organising chairman.