Industry backs new pitching guidelines, calls to look beyond creative


( – By Malati Siniah

In its bid to better improve the pitching process between agencies and advertisers the Association of Accredited Advertising Agents of Malaysia’s (4As), announced a new set of guidelines to be released in August this year.

Speaking to The Star’s BizWeek, 4As chief executive officer Khairudin Rahim, shared that the guidelines were crafted to suit the local market.

The original plan according to Khairudin was to fully adopt the international pitching guidelines, however, to ensure that the guidelines were relevant to the local market, the new guidelines will combine both international and local best practices.

“The guidelines, when launched, will act as a practical toolkit on what advertisers should do before, during and after a pitch,” Khairudin told The Star.

The general consensus from Ad land is positive, with most agency heads telling MARKETING that they were looking forward to it being successfully implemented.

Sharing his thoughts on the move Andreas Vogiatzakis, CEO of Omnicom Media Group Malaysia, said that the move was a good one for the industry and hopes that the new guidelines would further in improve the existing pitching process.

“In a world where the chase is after the cheaper-better-faster model, and where several times procurement-driven decisions can overwhelm the process, the pitching guidelines provide a safety valve to call a pitch for the right reasons,” shared Andreas.

To BBDO’s General Manager, John Teoh, the move would prove successful if it had the support of both marketers and agencies.

“I think it’s a very good initiative from the 4As for putting the guidelines together but to ensure its success, it must have the buy-in of everyone within the industry and more importantly marketers.

“Like any good idea, all parties concerned must support it to have it successfully implemented. Otherwise, it remains just as a good idea”

FCB’s newly appointed CEO, Shaun Tay fully supports the move as it will benefit both parties.

“I’m extremely supportive of the move as it provides both clarity and structure, enabling both clients and agencies to get thru the time consuming and therefore a costly process of agency selection quicker and with less confusion.” shared Shaun.

Media man Andreas shared his wish for the industry to consider “extending, modifying and adopting” the new guidelines to also serve the media industry.

The new guideline is estimated to launch on the 16th of August. Upon launching, the 4As will hold a half-day seminar to introduce the new guidelines to both advertisers and agencies.


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