The American Association of Advertising Agencies (4A's) is a national trade organization representing the advertising industry in the United States. Founded in 1917, it serves as a resource for advertising agencies, providing guidance on best practices, industry standards, and professional development. The 4A's also advocates for the interests of its members in legislative and regulatory matters. The organization offers various programs and services, including training, research, and networking opportunities. By fostering collaboration among its members, the 4A's aims to enhance the effectiveness and creativity of advertising, ultimately benefiting clients and consumers alike.