PETALING JAYA: The Association of Accredited Advertising Agents Malaysia (4As) is urging advertisers to adopt ethical behaviour when issuing pitch briefs involving intellectual property (IP) of authors, especially from advertising agencies and design firms.
4As CEO Khairudin Rahim said: “If advertisers wish to retain the ideas and designs that are generated during a speculative Request For Proposal (RFP) process, there are various best-practice options available to fairly recompense the design firms and advertising agencies, for which the 4As would be delighted to share with them.
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