Effie Masterclass 2018

Effie Masterclass 2018

The fast-track to submissions that work

When: 23 July 2018, 0800 – 1230
Where: Cybertorium, Menara Star, PJ
Speakers: Judd Labarthe, Daniel Comar and Sulin Lau
By: Malaysia Effie Awards 2018

Discover the little-known secrets that make an award-worthy submission. Learn to tell a compelling story that makes the judges fall in love. Know the difference between crafting a great written entry and shooting a case film.

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*Limited to 150 seats only. First come, first served.

Find out more about the event.

Malaysian marketers told to stop stealing ownership of ideas

4A’S CONSIDERS THE PRACTICE “UNETHICAL AND UNFAIR” AND CALLS FOR THE PRACTICE TO “CEASE IMMEDIATELY”.

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.

This includes ideas, plans and work product described in the proposals regardless of which agency wins the pitch. The 4As said in a statement that this is “tantamount” to clients demanding ideas without compensation and considers the practice “unethical and unfair” and calls for the practice to “cease immediately”.

The 4As stand for agencies asked to give away intellectual property rights to strategy and ideas they present in new-business pitches, is to simply say “No”.

“We are especially concerned that this practice seems to have taken hold even at companies that claim to adhere to the highest business standards of fairness, integrity and conduct. This demand for free ideas flies in the face of their claims, and contradicts core business principles and global norms of business dealings. We have repeated our advice to agencies not to participate in any RFPs which contain this condition. The 4As recommends that agencies retain ownership of all ideas, plans and work product unless the client is prepared to pay the agency fairly for the rights,” said Khairudin Rahim, CEO of the Association of Accredited Advertising Agents Malaysia (4As).

“We would further urge CEOs and other leaders of Malaysian companies and organisations to strip these clauses from their procurement documents, to eliminate this unfair practice once and for all. If marketers wish to retain the ideas that are generated during the RFP process, there are various options available to fairly recompense the agencies for these, which the 4As would be delighted to share with them.

The 4As has developed a best practice guide relating to ownership of agency developed ideas, plans and work created for an RFP. This has been issued to all member advertising agencies and is also available on the 4As website.

Document: Ownership of Agency Ideas, Plans and Work Developed During the New Business Pitch

4A’s calls marketers demanding IP rights during RFP stage ‘unethical’ and ‘unfair’

The Association of Accredited Advertising Agents Malaysia (4As) has spoken out against an “alarming number” of marketing communications clients in Malaysia that have been conducting requests for proposals (RFPs), while demanding the ownership of intellectual property.

This include ideas, plans and work product described in the proposals regardless of which agency wins the pitch. The 4As said in a statement that this is “tantamount” to clients demanding ideas without compensation and considers the practice “unethical and unfair” and calls for the practice to “cease immediately”.

Its member agencies have reported an increase in the appearance of clauses that confer an automatic ownership transfer, found in the fine print of the RFP documents issued by marketers’ procurement departments.

“We are especially concerned that this practice seems to have taken hold even at companies that claim to adhere to the highest business standards of fairness, integrity and conduct. This demand for free ideas flies in the face of their claims, and contradicts core business principles and global norms of business dealings,” the statement said.

The 4As has reiterated its advise to agencies to not participate in RFPs which demand them to give away intellectual property rights to strategy and ideas they present in new business pitches. It added:

The 4As recommends that agencies retain ownership of all ideas, plans and work product unless the client is prepared to pay the agency fairly for the rights.

It also urged CEOs and leaders of Malaysian companies to “strip” these clauses from their procurement documents, to eliminate the unfair practice “once and for all”. The 4As added that it has developed a best practice guide relating to ownership of agency developed ideas, plans and work created for an RFP, and the guide has been issued to all member advertising agencies and is also available on the 4As website.

“If marketers wish to retain the ideas that are generated during the RFP process, there are various options available to fairly recompense the agencies for these, which the 4As would be delighted to share with them. To this end, we hope that advertising clients will respect the intellectual property of ideas and do the right thing by eliminating these demand clauses,” the 4As said.

Document: Ownership of Agency Ideas, Plans and Work Developed During the New Business Pitch