Wednesday, Jun 13, 2012

Dubai In a first of its kind in the region’s advertising industry, the UAE chapter of the IAA has launched a code of ethics on how agencies and advertisers should handle the process of calling in pitches. This is the outcome of nine months of preparatory work, sounding out the many industry players and coming up with a code that can work.

The UAE’s advertising industry was valued at just over Dh5 billion at the end of 2011. The UAE chapter has more than 230 members.

The code’s creation is a direct response to the time-tested practice in which advertisers call in agencies to put together a comprehensive pitch if they want to win an account. This, industry sources say, represents a waste of valuable resources — both financial and creative — and comes up with an eventual solution that does not add much economic value. More often than not five or more agencies would partake in the pitch that would result in only one agency walking away with the coveted prize. It could take up four to five months.

Now, by bringing out the ‘Best Practice in the Pitch Process’ document, agencies believe waste can be done away with. While it is entirely voluntary for advertisers to sign up, a senior industry official believes they will buy into the new concept.

“We will now start spreading the word on the best practice with all stakeholders in the communications industry,” said Kamal Dimachkie, executive regional managing director at the ad agency Leo Burnett. “It could be that this could even form the basis for the entire region adopting the process.”

Potential pitfalls

In the executive summary, the document provides a step-by-step and detailed guide to the pitch process, while also asking whether there may be a more effective way of resolving issues.

If a pitch is the only solution, the document covers the preparation required by both client and agency to ensure the process is effective and equitable. The method and basis of evaluation is detailed as well as potential pitfalls “that are all too often experienced as a result of inexperienced or busy executives managing a process with which they are not overly familiar”, according to the executive summary.

“The compiling of an appropriate shortlist and the setting up of initial chemistry meetings to compare operating styles and corporate ethos is explained as a key stepping stone in the short-listing process, prior to calling for a creative or media pitch. Specific details are given of the comprehensive information required in the briefing document as well as on the ethics to be exercised throughout the process.”

Even then, the IAA UAE Chapter explains that this is only a ‘work in progress’. Feedback will be sought and amendments made where felt necessary. But as Dimachkie says, it does take the entire process a long way forward.

According to Ziad Hasbani, CEO at Weber Shandwick and board member of the IAA UAE chapter: “The IAA UAE Chapter encourages agencies and clients to adopt it the soonest. The call for a code was unanimous, but the responsibility will be on the agencies and clients to adopt it effectively.

“We would certainly hope that we’ll see the positive benefits of this collective effort starting to show within the next 12 months. The key ongoing indicator of success is whether we see incremental change over this period, moving from what we have now to what we need to reach a win-win situation.”

By Manoj Nair Associate Editor

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