The UAE chapter of the IAA has launched the region’s first ever code of best practice relating to the pitch process.
The voluntary code, which is the product of a year’s research, industry forums and open panel discussions, has been developed in response to growing frustrations among both clients and agencies with regards to how pitch processes are conducted. The code champions the promotion of effective, enduring relationships between client and agency, and provides guidance on why going ‘out to pitch’ is not always the best option when poor commercial performance or a breakdown in communication occurs.
Lance de Masi, president of the chapter and president of the American University in Dubai, said: “This is a significant initiative from which all stakeholders in the communications industry stand to benefit. The code is the first of its kind drafted with grass-roots input from communications sector representatives in our region; and we trust that by sharing it, sheer common sense will favour its adoption in the UAE and across the region.
“The code is a living document, subject to evolution based on feedback and change in the industry. We believe it will set a path for the industry to follow – a blueprint for more effective client-agency engagement.”
