The body, to be led by the president of the Japanese Advertising Agencies Association Yutaka Narita, has been set up in response to falling margins at the major 4As chapters.
Primary objectives for the C4As include bringing the 4As bodies closer together to "discuss matters of mutual interest", to introduce "high and uniform advertising standards and practices", improve renumeration strategies, provide evidence of the value of advertising for business growth and to boost the importance of corporate social responsibility.