MY agency heads on competitiveness within the industry

Competition can be healthy for an industry as it can act as a powerful driver of innovation and creativity. This may hold true for the media, PR and creative industries in Malaysia, where agencies are motivated to outdo each other, push boundaries and come up with creative solutions to brand problems. 

According to Andrew Lee, CEO of 4As Malaysia, the creative industry in Malaysia is an "interesting mix of competition and camaraderie" where everyone competes fiercely but has mutual respect that underpin these interactions. 

Noting that pricing can become a battlefield where agencies with lower operational costs can offer more competitive prices compared to those with higher costs, Lee is of the opinion that everything comes down to the quality of work. 

"Some people can’t taste the difference between a budget meal and a gourmet experience, while others reluctantly chew on mediocrity because of their budget. Similarly, in our industry, you get what you pay for. Whether it's a budget campaign or a high-quality production, each has its place, depending on the client's needs and budget," said Lee. 

To facilitate healthy competition, Lee is of the opinion that advertisers play a crucial role by providing agencies with access to essential information and allowing sufficient time for pitch preparation. 

"Fair competition, supported by transparent and reasonable pitch practices, leads to innovative ideas and high-quality work," said Lee, adding: 

When the playing field is fair and the stakes are high, the creative pitch becomes a showcase of brilliance. It’s like giving a chef all the best ingredients and enough time to craft a culinary masterpiece.

Lee emphasises that balancing competition with collaboration and mutual support is all about ethics and fair play and that the 4As Malaysia pitch process is designed to uphold high ethical standards, ensuring that competition remains healthy and constructive.

In tandem, Lee said the 4As system encourages agencies to produce their best work while adhering to ethical guidelines and that while agencies compete tooth and nail for the top spot, they do so with integrity, resulting in a win-win situation, explained the 4As CEO. 

"Advertisers get the best of the best, and agencies push each other to greater heights. It’s like a sports league where everyone’s aiming for the championship, but they still respect the rules of the game," said Lee. 

That said, A+M spoke to media, PR and creative heads in Malaysia about how they perceive competition in Malaysia, their experiences in the thriving industry and how competition and collaboration can mutually support each other. 

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Christyna Fong, creative director, Chariot Agency

How do you perceive competition within the PR and creative industry in Malaysia? Is it primarily collaborative or more cut-throat?

Most of the time, we’re working in silos. We all have our own little pies, and these pies don’t seem to intersect much, but when we do get the chance, we are mostly supportive and collaborative with one another. We can always work out differences in opinions, but ultimately what’s important is the work.

⁠In your experience, how has healthy competition positively influenced innovation and creativity within your organisation or projects?

I think of it like a sports competition. You have the opposing team, and no hard feelings, but you want to be better than that other team on the court.

So, if you have that in mind, you’re training and working harder. Internally, that makes us better every time we get to the playing field. But when both teams go in with this mindset, I think it makes the whole industry better. We’re playing harder, at a higher level.

⁠From your perspective, how can professionals balance healthy competition with collaboration and mutual support within the industry?

Don’t gatekeep, don’t be sore, and realise that this may not be your match but there’s always the next game.

I think if we have more open and honest conversations, especially about the work or issues we as an industry are going through, then it will make the playing field better as a whole. We can both celebrate our wins and empathise with the losses. It’s not a zero-sum game.

Ashvin Anamalai, chief executive officer, DNA Creative Communications

How do you perceive competition within the PR and creative industry in Malaysia? Is it primarily collaborative or more cut-throat?

The Malaysian PR, media, and creative landscape is certainly experiencing a boom. The rise of new agencies, independent players, and micro-agencies is a double-edged sword. On one hand, it fosters a vibrant environment that pushes innovation and keeps everyone on their toes. This collaborative spirit is fantastic for the industry's overall growth.

However, the sheer volume of competitors also presents challenges. The influx of new players can lead to a dilution of expertise, with some lacking the experience or qualifications to deliver strategic and effective campaigns. Additionally, the pressure to win business can lead to a race to the bottom in terms of pricing.

While competition is healthy, it's crucial to maintain a balance that prioritises quality service and fair compensation for skilled professionals. 

In your experience, how has healthy competition positively influenced innovation and creativity within your organisation or projects?

It has definitely been a catalyst for innovation.

One key adaptation has been embracing technology. We've strategically implemented artificial intelligence and various online tools to automate tasks and gain data-driven insights. This has not only improved our efficiency but also empowered us to deliver results previously only achievable by bigger agencies with more manpower.

This competitive landscape has also fostered a culture of continuous learning and multi-skilling within our team. We understand that clients are looking for more than just traditional PR expertise. By pushing our team members to develop diverse skill sets across various marketing disciplines, we've been able to create our unique offering of creative communications. This allows us to provide clients with integrated solutions that seamlessly blend traditional PR with content marketing, social media expertise, and even influencer outreach.

This multi-disciplinary approach allowed us to deliver impactful campaigns that resonate with target audiences, ultimately setting us apart in a crowded market.

From your perspective, how can professionals balance healthy competition with collaboration and mutual support within the industry?

Collaboration and competition can be powerful allies. There's a vast and ever-expanding market with new needs and opportunities arising constantly.

Our focus should always be on the client's success, regardless of competition. By prioritising innovative solutions and exceeding expectations, we all contribute to raising the industry benchmark. Building strong networks of collaborators, both within and outside our direct competition, is crucial. Partnering with specialists in complementary fields allows us to offer clients comprehensive, cutting-edge solutions.

Syahriza Badron, general manager, FCB Shout

How do you perceive competition within the PR and creative industry in Malaysia? Is it primarily collaborative or more cut-throat?

I’d say it’s more of a collaborative vibe than a cut-throat one. Each discipline brings its own flavour to the mix. Sure, PR agencies are dipping their toes into social media management, but that’s just another form of content creation, which is right up their alley. So, it’s less about one-upping each other and more about everyone bringing their best to the table.

In your experience, how has healthy competition positively influenced innovation and creativity within your organisation or projects?

Let’s look at it from a pitch perspective. Knowing your competition is similar to having a secret weapon. You can gauge your chances and play to your strengths while being aware of your shortcomings. Sometimes, it even pushes you to try something bold and different, making you stand out in the crowd.

From your perspective, how can professionals balance healthy competition with collaboration and mutual support within the industry?

It’s all about working towards what’s best for the client’s business. When everyone’s focused on delivering top-notch work, it creates a win-win situation. Of course, everyone wants to make a profit, but maintaining credibility is key. Stick to what you’re best at instead of trying to do it all.

Nizwani Shahar, CEO, Havas Malaysia

How do you perceive competition within the PR and creative industry in Malaysia? Is it primarily collaborative or more cut-throat?

The PR and creative industries in Malaysia are a dynamic landscape with elements of both collaboration and competition. While there is certainly a competitive edge, the nature of our industry necessitates a degree of collaboration.

At Havas Malaysia, we pride ourselves as a village that exists to collaborate and be complementary, not compete. Rather than viewing our peers as rivals, we prefer to see them as partners in driving the industry forward. This complementary approach fosters an environment where ideas are exchanged, and best practices are shared, ultimately benefiting the entire industry. Financially, being complementary allows us to be more effective and efficient with our clients.

In your experience, how has healthy competition positively influenced innovation and creativity within your organisation or projects?

Healthy competition has been a significant driver of innovation and creativity at Havas Malaysia.

It challenges us to continuously improve and think outside the box. When you operate in a competitive environment, there is a constant push to deliver unique and effective solutions for clients. This drive has led to numerous award-winning campaigns and has helped us attract and retain top talent.

From your perspective, how can professionals balance healthy competition with collaboration and mutual support within the industry?

Balancing competition with collaboration requires a shift in mindset. Professionals should recognise that while we may compete for clients, we share a common goal of advancing the industry. Building networks and fostering relationships with peers can lead to mutually beneficial collaborations.

At Havas Malaysia, we prioritise knowledge sharing and joint initiatives with other agencies and industry bodies. By promoting a culture of respect and support, we can create a more robust and innovative industry. Emphasising the value of collective success over individual wins can help professionals navigate the fine line between healthy competition and collaboration.

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