Adland leaders tackle the challenges of unresolved pitches

The pitching scene is certainly thriving in Malaysia, and while some notable ones have come to a close, such as Proton's recent appointment of Havas Malaysia to lead the integrated mandate for Proton e.MAS, industry players A+M recently spoke to continue to grapple with the growing concern of pitches left at a limbo. 

The issue is increasingly troubling agencies both local and global, with Peter De Kretser, CEO of PR agency Go Communications saying that there seems to be a trend of pitches drifting into "neverland" for all invitees concerned. This is especially evident post the COVID-19 pandemic, added De Kretser.

"The pitch process is an arduous yet potentially gratifying aspect of the business," said De Kretser. "Be it the uncertainty of industry or economic factors, or simply testing the waters, the ‘pitch’ is and always has been a privileged journey between ‘willing pitcher’ and ‘willing seller'". 

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Understanding that uncertainty can creep into any business situation resulting in possible delays, brands need to be sincere and upfront in informing agencies of the specific situation, said De Kretser. 

"Clarity and proactiveness toward agency pitches in unforeseen circumstances go a long way in assuring a positive pathway forward and ultimately a credible process industry-wide," he added. 

Agreeing with the rise of pitch limbo is Casey Loh, creative chief at The Clan who adds that, while he understands some clients might have their own reasons for not revealing the winners (or losers), "not having an answer for months on end can be pretty worrying".

In Loh's opinion, the presence of pitch consultants or an appointed neutral authority in pitches can help in overseeing feedback and results, as well as put accountability back on the table. "Brands can provide clarity with constant updates to agencies or gave a public update on pitch portals. An email with expected milestones and deadlines will put jitters to the rest because agencies have a right to know and decide on future conflicting businesses," said Loh.

In tandem, Nizwani Shahar, CEO of Havas Malaysia said that "it is disheartening for agencies that pour time and creativity into these processes" to not have an answer. She appealed to brands to first and foremost question themselves as to why they are calling for a pitch in the first place.

Nizwani is also of the opinion that educating procurement teams about the strategic value of creative work is "crucial", emphasising for collaboration between teams. She said:  

Collaborative approaches and the introduction of pitch disbursements can also ensure more serious commitments and better outcomes for everyone involved. 

What are the 4As saying and seeing?

Interestingly, Andrew Lee, CEO of the Association of Accredited Advertising Agents Malaysia (4As) said that the 4As "have not seen an increase in non-concluding pitches within those managed under the 4As Malaysia pitch disbursement system", adding that, "there may be a rise in non-concluding pitches among those not covered by our system". 

According to Lee, members governed by the 4As Malaysia pitch disbursement by-laws, mandate that advertisers make a decision within sixty days of the pitch submission or presentation date, whichever is earlier.

"Around 71.61% of our pitches conclude with a winning agency being appointed within this 60-day period, while 28.18% see appointments within 90 days, following an approved extension," said Lee.

"In the rare event that an advertiser fails to make a decision within 90 days, the pitch is treated as cancelled, and disbursement fees are paid to all participating member agencies," he added.

To better handle the pitching process and avoid delays, brands are encouraged to follow the guidelines outlined in the 4As Malaysia best practice guide to agency Search and selection, developed in collaboration with R3, said Lee.

Clear communication, timely feedback, and adherence to the stipulated decision-making timelines are crucial in maintaining the integrity of the pitch process and ensuring positive outcomes for both advertisers and agencies.

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