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.
Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for P. S. Thinking. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:
* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
* Rene Werner, Chief Customer Service & Customer Experience Officer, Celcom Axiata Berhad
* Noelle Lim, Director, BFM Edge Education
* Vigneswaran Sivalingam, Director of Operations, Teledirect of Telecommerce
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018:
Click to visit DTCXJuly19 Microsite.
Download PDF Programme here.
Contact Amira [email protected] | 03 7726 2588
Book your spot early to avoid disappointment!