Advertisers urged to adopt guidelines on reasonable timelines and clear context
PETALING JAYA: Wanting everything but giving unclear direction – that is the dilemma presented by clients to media agencies that are asked to present proposals.
Media Specialists Association Malaysia president Sheila Shanmugam said many agencies are being pushed to complete requests for proposals (RFP) that look more like full campaign assignments.
She said such requests often require multi-channel strategies, full-year media plans, detailed creative thinking and activation concepts, all on a speculative and unpaid basis.
She added that the expectation becomes more unreasonable when agencies are not given critical data, confirmed scopes of work or even a clear context for the assignment.
“A general lack of transparency, particularly around budgets, KPIs and evaluation criteria, further fuels inefficiency.
“Agencies are forced to make assumptions, leading to misaligned proposals and wasted effort for both sides.
“These issues are among the main challenges the 2025 Media Pitch Guidelines seek to address.
“Timelines are another key concern,” she told theSun in an email interview, adding that some advertisers expect pitch responses within two weeks.
Sheila said current pitch practices disadvantage not just established agencies but also small and medium-sized enterprises (SME).
She said when advertisers demand full-year campaign plans at the pitch stage, the process inevitably favours larger agencies with bigger teams and more resources.
She added that this pushes smaller players out of competition and weakens Malaysia’s broader SME development goals.
She also said the core issue is proportionality, a fundamental principle of ethical procurement.
“The scale of what is requested must match the clarity and value of the opportunity,” she said, adding that excessive demands without transparency violate procurement principles of fairness, accountability and equitable competition.
The guidelines were formulated to help restore this balance by encouraging scoped deliverables, reasonable timelines and upfront information.
She said the guidelines also foster a pitch environment built on capability, strategic fit and merit rather than the volume of speculative work submitted.
This aligns with national goals to create a more transparent marketplace and strengthen ethical business conduct.
Sheila explained that reducing unnecessary barriers also creates more opportunities for SME.
She also said it would be ethical for media agencies to be provided with relevant information upfront.
Equally important is the protection of intellectual property (IP). She emphasised the need for mutual non-disclosure agreements (NDA) and responsible handling of ideas for both appointed and non-appointed agencies, adding that trust is essential to strong long-term partnerships.
Sheila expressed belief that while guidelines provide structure, long-term improvement requires a cultural shift within the marketing ecosystem.
She said brands need to move from transactional engagements to genuine strategic partnerships, recognising agencies not as vendors but as collaborators in solving business challenges.
Launched in July, the 2025 Media Pitch Guidelines introduces several structural safeguards to promote fairness, transparency and respect for IP throughout the pitch process.
Among the key updates is the requirement for a mutual NDA at the request for information stage to protect all proposals and strategic materials.
The guidelines also mandate a minimum pitch timeline of 14 to 28 days, depending on complexity, allowing agencies adequate time to craft high-quality responses.
To curb excessive demands, agency submissions are capped at two case studies, with any additional requests requiring a professional fee of RM10,000 per case.
A limit of one pricing revision round is also introduced to prevent prolonged negotiations that strain agency resources.
Additionally, advertisers must now disclose their preferred remuneration model and provide a detailed media budget breakdown with a maximum variance of 10%.
All ideas, strategies and media plans presented during the pitch remain the intellectual property of the agency unless mutually agreed otherwise.
