Boosting collaborationto raise competitiveness
PETALING JAYA: The Malaysian Advertisers Association (MAA) aims to, among others, build strong relations with the relevant agencies and authorities with greater collaborative efforts that will empower local businesses to be more competitive, not just locally but regionally.
Speaking with StarBiz the association’s president Claudian Navin Stanislaus said the agenda of these meetings with the ministries, authorities and various regulatory bodies were more than courtesy calls.
He said MAA plans to work more cohesively with the ministries and all the other stakeholders in the industry to ensure a more conducive environment for brands and their respective businesses to thrive and not merely survive.
Knowing that cohesion needs to work for both sides, he said the association has offered to support initiatives to promote the respective objective of the various agencies, while seeking their support in return to push the industry’s agenda, while keeping the channels of discourse continuously open.
At the same time, he said MAA was also stepping up its engagement with the small and medium enterprise (SME) sector.
Navin, who is also Baba Products (M) Sdn Bhd’s head of communication and consumer marketing, said, “As SMEs are a critical and important sector in the economy, MAA is engaging with the various trade association who represent them to foster better ties, with the hopes of formalised affiliations.
“While both sides will benefit from greater collaboration, we hope to open up the SME sector to the values of branding and advertising.
“This is so, especially now with the world’s two largest free trade agreements (FTAs) that Malaysia is signatory to – the Regional Comprehensive Economic Partnership and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership – have opened local businesses to both the opportunities as well as threats of a regionally open market.”
Though MAA counts most of the largest brands in the country amongst its members, contributing to about 80% of the annual advertising expenditure and are key contributors to the currency circulating in the economy, he said it was the SME sector that as the backbone of the economy would need the support amid the challenging times.
MAA member companies cover brands in various industries like construction, services, food and beverage, technology, banking, manufacturing and fast-moving consumer goods or FMCG.
Navin said MAA would also continue to spearhead the World Federation of Advertisers’ (WFA) initiatives not just locally but continue to play an active role in supporting their presence in the region.
“We are working closely with the WFA to release its diversity, equality and inclusion (DEI) second wave survey imminently, and hope that the subsequent findings reflect and improvement from the previous benchmark findings.