AKA was founded in 1992 with a focus on advertising agencies (sometimes referred to as full service), which over the years expanded to include agencies specializing in media and major disciplines of marketing services: sales promotion (sales promotion), DM/CRM and digital marketing. The original name of the Association of Advertising Agencies (ARA) was in 2001 changed to the Association of Communication Agencies (AKA). AKA is a selective organization with a united front. It covers the large and medium-sized agencies, whose membership is subject to a qualitative and quantitative criteria (see membership conditions). The number of members in recent years has stabilized between 70 to 75 agencies; of these, approximately 40% are part of global networks and are owned by foreign capital, while 60% are large and medium-sized Czech agencies.