MARKETING Magazine Asia

MAA: The best fit for the relationship between agencies and clients is the willing buyer/seller approach

Recently, the Association of Accredited Advertising Agents Malaysia (4As) has spoken out that an alarming number of marketing communications clients in Malaysia have been conducting requests for proposals (RFPs) while demanding the ownership of intellectual property in terms of ideas, plans and work product described in the proposals regardless of which agency wins the pitch.

MARKETING magazine spoke to President of the Malaysian Advertisers Association, Mohamad Kadri Mohamed Taib.

“On the matter of requests for proposals (RFPs) together with the ownership of intellectual property, the Malaysian Advertisers Association believes that the best fit for the relationship between agencies and clients is the willing buyer/seller approach as well as a mutual level of trust,” said Kadri.

“A good example of this is the support MAA gave for the 4As initiative to charge pitch fees, which was then left open between our members and their respective agencies to choose to abide by it,” added Kadri.

He also believes that in a pitch situation, advertisers also require protection as the brief is strategically related to their business and they would have also taken a risk by disclosing their business strategy to agencies with whom they would not be working with in the future.

“We also believe that this is not a rampant issue and if abused, would then result in agencies choosing not to participate based on their own evaluation.

“However, given that this issue has been raised as a matter of concern, the MAA is open to looking further into the current industry practices in the interest of all parties and respect for each other’s requirements,” concluded Kadri.

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