The Advertising Agencies Association in Poland (SAR) began its operations in 1997. In 1999 SAR joined the European Advertising Agencies Association (EAAA), currently Brussels-based under the name of European Association of Communications Agencies (EACA).
SAR gathers 47 major advertising agencies, 18 media houses, 15 brand design agencies, nine interactive agencies and seven event agencies. It organises the grandest industry events, such as EFFIE Awards, KTR (or the Polish Advertising Award and Festival – the biggest creative award in Poland and the only advertising festival in the country), as well as Media Trends (or the innovations in media awards). Moreover, SAR organises major industry conferences and trainings.