Industry backs new pitching guidelines, calls to look beyond creative

4As

(Marketingmagazine.com.my) – 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.

 

APPIES Malaysia 2016 Marketing Conference open for registrations!

‘2-day MBA’ in Marketing, ‘TED of Marketing’, call it what you will, and come what may, we will see you on May 19 & 20 at the Eastin Hotel.

•        36 latest Marketing Case-Studies  

•        22 marketing leaders as Judges  

•        3 top-notch Keynote Speakers  

*        4 Game-Changing Panel Speakers

Says Chief Judge Adam Wee Abdullah, Group CMO of CIMB Banking Group about judging the entries, “Clarity in the Objective statement is fundamental. If this is not clear, the solutions will not be clear as well. It is also important to juxtapose the expected outcome against the Objective statement so you can gauge if the strategies are aligned. It’s a bit like looking through the scope of a sniper’s rifle.”

Date:           19 & 20 May, 2016 

Venue:          The Grand Ballroom, Eastin Hotel Kuala Lumpur

Time:           8.30am – 6.00pm

To register, go to APPIES REGISTRATION.

Download full brochure here.

Or contact Ruby on 03-7726 2588, [email protected]

APPIES Malaysia 2016 judges:

• Abdul Sani Abdul Murad – Head of Marketing, HSBC Malaysia

• Ben Mahmud – Head of Retail Marketing, Shell Malaysia Trading

• Eric Wong – Marketing Director, IBM Malaysia

• Fiona Liao – Chief Brand Officer, Prudential Assurance Malaysia

• Jasmine Lee – Chief Marketing Officer, U Mobile

• Jauhar Munir Shaikh – FVP, Brand Marketing for F&N Malaysia

• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd

• Mark Ng – ASEAN Marketing Director, Castrol

• Martin Soong – Marketing Manager, Fonterra Brands Malaysia

• Matthew Ho – Regional Digital Marketing Director, Huawei Technologies Malaysia

• Nirinder Singh Johl – GM of Strategic Communications, Tenaga Nasional Berhad

• Noreen Sabrina – Head of Brand Communications- Malaysia Digital Economy Corporation (MDEC)

• Pan Choi Yen – GM of Marketing, WIPRO-UNZA Malaysia

• Philip Whittaker – Group Chief Marketing Officer, Themed Attractions & Resorts

• Rizan Ismail – Head of Brand Management, PETRONAS

• Santharuban T. Sundaram – Group Marketing Manager, Permanis Sandilands

• Stephane Vilquin – Marketing Director, Campbell Soup Southeast Asia

• Syahar Khalid – Digital Engagement Manager, Nestlé Products Malaysia

• Vincent Chong – Marketing Director of Unilever Malaysia

• Zaki Zin – Marketing Director, Wyeth Nutrition Malaysia

• Zalman Aefendy Zainal Abidin – Chief Marketing Officer, Celcom AXIATA  


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene