Is it healthy? MY agency heads on competitiveness within the industry

It is no secret that competition exists in the media, PR and creative industries. Agencies battle it out in boardrooms during the pitching process, some leaving victorious while others left to lick their wounds and move forward onto the next challenge. 

But can competition be healthy? According to Andrew Lee, CEO of 4As Malaysia, healthy competition can be a powerful driver of innovation and creativity. This is especially when agencies become motivated to outdo each other, push boundaries and come up with creative solutions to brand problems. 

That said, 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, added Lee. 

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. 

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.

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. 

Don't miss: MY agency heads on competitiveness within the industry

Stanley Clement, CEO, MBCS Malaysia

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

In Malaysia, we see an interesting blend of collaboration and competition. While competition can be fierce, especially amongst top agencies vying for high-profile clients, there is also a significant degree of collaboration.

Whilst there are instances of agencies who practice siloed thinking, thankfully, there are many agencies and professionals whom I’ve worked with, who understand the true value of partnerships and alliances.

Those who see that working together can lead to more innovative and impactful opportunities all around.

We also see very strong camaraderie at networking events, industry conferences, and associations, and these help to cement a sense of community amongst us. After all, greater sharing of knowledge and resources brings about a win for clients and us.

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

Healthy competition is a catalyst for innovation and creativity. I’m a deep believer in this, and as an agency, we see it as an opportunity for our people to come up with solutions or artistic expressions that are unique.

By asking ourselves how we meet the unconventional in the face of fierce competition with other agencies, it motivates teams to come up with unique and compelling ideas that stand out.

This drive for distinction results in more creative and effective campaigns that benefit clients and elicit talkability.

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

Instead of seeing things as a zero-sum game, what if we flipped the script to see opportunities for a positive sum win for all parties? This kind of thinking requires a big mindset shift as we look beyond commercial efficiencies to look at how we can build on our advantages, together.

One place to start is by having better and more open communication. Better sharing of information and insights amongst partners can save everyone a lot of time and resources. Co-branded campaigns may lead to mutual benefits as different agencies partners can bring in complementary skills to create more value and impact. Finally, as leaders in the industry, we need to emphasise fair play and an ethical code of conduct. This includes respecting the ideas and intellectual property of competing agencies, leading the way in transparent pitching processes, and to guide honest, authentic communication with clients and partners.

By celebrating our collective successes, and co-mentoring and supporting one another, I believe we can see our industry reach even better heights. Balancing our competitive needs with collaboration can help us all to drive better innovation and ensure our collective sustainable growth.

Eileen Ooi, CEO, Omnicom Media Group Malaysia and president, Malaysian Digital Association

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

Healthy competition is much needed in every industry as it pushes companies to continue elevating themselves. This is the same for us at Omnicom Media Group Malaysia (OMG Malaysia); healthy competition keeps us on our toes. In Malaysia, we compete hard but are also friends outside of our boardrooms.

That said, our collaborative nature at OMG Malaysia goes beyond just competition. It is also about bringing together the best of the best for our clients.

This ties back to our Agency as a Platform (AaaP) model that offers clients the flexibility of working with various teams at OMG and other agencies within our parent company, Omnicom Group. This enables us to offer our best talent, capabilities, and tools to help clients achieve their business ambitions.

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

In the past, we mainly saw competition among global agency networks but today, competition comes from all fronts. This requires us to constantly adapt and evolve and maintain and innovation mindset. In the last three years, we have invested in building our data, tech, and strategic capabilities as well as our eCommerce capabilities across Asia Pacific.

Lending from global, we at OMG Malaysia also have the omni marketing orchestration system that played an extremely crucial role in several of our new business wins, including OPPO and CelcomDigi. To stay ahead of the curve in Malaysia’s evolving landscape, we have customised OMG Malaysia to fit the needs of our clients.

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

I believe in being ethical and upholding the ways we compete for businesses. Something that OMG Malaysia proudly stands for is never having to undercut others but instead work collaboratively with media partners. We also do not overpromise during pitches and ensure we deliver what was promised.

Overall, the industry faces similar challenges and in Malaysia, we choose to put our differences aside and come together to lift everyone up. This is evident by the various associations we have, including the Malaysian Digital Association (MDA), Media Specialists Association (MSA), and the 4As. These associations comprise leaders from global and local agencies, allowing us to work in unison to build industry-based initiatives.

The collaborative spirit in Malaysia shone through when the government was mulling a complete ban of TikTok Shop shortly after Indonesia did so. Leaders from the various associations including MDA, PIKOM, and SME Association met with the Malaysian government to discuss the implications of a total ban and presented counter alternatives. Eventually, the government announced that it did not intend to block or shut down TikTok Shop.

Casey Loh, creative chief, The Clan

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

I think what used to be a competitive environment has gotten a lot more collaborative simply because the industry demands it. We see a lot more agencies working together for the greater good of the work and also leverage on each other’s strengths.

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

⁠With tighter budgets and timelines, agencies are competing in a tougher landscape which meant having to leverage on each other’s expertise while using technology and at times, AI to get the best out of our resources. We’ve gone above and beyond client’s briefs to make the best of what’s available, sometimes consulting with clients even before a brief is firmed up to facilitate the need for speed. I think most agencies are moving in that direction collectively to provide more value to clients, so it’s something that can’t be ignored.

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

⁠I think it’s down to agency heads to reach out and make that connection with each other to find strategic partnerships rather than being on opposite sides of the pitch table. It’s time agencies put egos aside and stand up for each other so that this industry grows together as one.

I am humbled and honoured by the collaboration we’ve had over the years with other agencies and partners. I think this collaborative spirit has always been there working in the background but the time has come for it to take centre stage and be an unstoppable force of change.

Joey Gan, country lead, PRecious Communications

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

From what I see, in the FMCG, lifestyle, and consumer sectors, competition is incredibly stiff. Ideas often become commoditised, leading to price wars. However, in the business to business, business to government, and government and government segments, the barriers to entry are much higher.

Agencies need a certain level of domain expertise, and it’s clear when they don’t fit the bill. In these cases, I find that there’s more room for collaboration rather than competition. Agencies are more likely to partner up, leveraging each other’s strengths to deliver better results.

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

Healthy competition acts as a great catalyst for pushing us to think outside the box. In our case, without naming our clients, competition has pushed us to re-evaluate our ‘scope of work’ and reconsider how we add value to our clients. There have been times we have partnered with brand consultants and sales experts to understand the sales funnel and market challenges, getting deeply involved in our clients' businesses beyond communications, creative, and PR. With this (new) knowledge, we have gained a newfound understanding of our client's pain points, which has helped us evolve our communication strategy. Our clients feel that we know what they do, strengthening our relationships and enhancing our service delivery.

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

Often, we feel that competition diminishes our capabilities, so we tend to keep a distance.

Recognising our strengths and weaknesses and seeking partners who complement our capabilities requires humility; this is the essence of collaboration.

This is because collaboration should come from a place of mutual respect and a shared goal of delivering the best possible outcomes. Clients also play a crucial role by valuing and encouraging collaboration, and understanding that domain expertise can come from various sources.

Trust also has a part to play. Effective and efficient collaboration demands openness and transparency. By fostering a culture of trust and mutual support, we can achieve a healthy balance between competition and collaboration, driving innovation and growth in the industry.

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