Ad agencies seek limit on pitches


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Such codes have become increasingly common in more developed markets from South Africa to Europe. Last month, Belgium's advertising agencies launched a virtual strike, replacing their web sites with an open letter to clients in an attempt to get them to sign on to a rule limiting the number of agencies being asked to pitch, or make detailed proposals, for each job.

The call to bring such a code to the Middle East emerged during a debate on the opening day of the Dubai International Advertising Festival and the Dubai Lynx Awards. "It's perhaps time for the industry to dig its heels in and take a stance," said Ashish Banerjee, the vice president of brand at du. "But only as long as everybody who is part of the industry is prepared to go along with it, because the moment one agency breaks the ranks the whole thing will fall apart, as it has several times before."

He said the current culture of clients asking many agencies to pitch, sometimes as many as 15, has emerged because "the industry has allowed this to happen". "It's really up to the principals of the industry to figure out if there is a reasonable place to go with this, if there is a code of conduct that is robust enough that everybody would respect it," he said. Dr Lance de Masi, the president of the UAE chapter of the International Advertising Association (IAA), expressed support for such a code, adding that it had not been a part of previous attempts at regulation that Mr Banerjee was referring to.

"The IAA does support the idea that there needs to be guidelines in terms of pitches and pitch conducting," he said. "We have done some work on that, but we need to do more work on that." Malek Ghorayeb, the creative director at Leo Burnett Dubai, said his agency pitched 18 times last year. "That's two to three times per month," he said. "Imagine the amount of work." If more clients in the Middle East adopted policies of paying agencies for pitches, similar to those used in the field of architecture, the problem would be greatly reduced, he noted. Clients would be less tempted to tap so many agencies for each pitch and agencies would lose less time and money chasing after long shots.

No clients in the Middle East pay for pitches now, he said. Part of the problem comes from the transient culture of the UAE, where most of the big agencies and regional companies have their headquarters, several industry leaders said. Marketing executives who plan to be in the emirate for only two years are under pressure to make their mark on their company's advertising strategy and one of the easiest ways to do that is to call for a review of the strategy through a call for pitches.

"It's a money-driven thing," Mr Ghorayeb said. "By changing agencies, they can make new deals and lower their fees. If you don't want to take it at 10, I can't go to this guy and he will take it at eight. It's no longer about creativity and creative product, it's how much you are able to go down on your fees." @Email:khagey@thenational.ae

Living in...

This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home. 

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5 of the most-popular Airbnb locations in Dubai

Bobby Grudziecki, chief operating officer of Frank Porter, identifies the five most popular areas in Dubai for those looking to make the most out of their properties and the rates owners can secure:

• Dubai Marina

The Marina and Jumeirah Beach Residence are popular locations, says Mr Grudziecki, due to their closeness to the beach, restaurants and hotels.

Frank Porter’s average Airbnb rent:
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Two bedroom: Dh627 to Dh960 
Three bedroom: Dh721 to Dh1,104

• Downtown

Within walking distance of the Dubai Mall, Burj Khalifa and the famous fountains, this location combines business and leisure.  “Sure it’s for tourists,” says Mr Grudziecki. “Though Downtown [still caters to business people] because it’s close to Dubai International Financial Centre."

Frank Porter’s average Airbnb rent:
One bedroom: Dh497 to Dh772
Two bedroom: Dh646 to Dh1,003
Three bedroom: Dh743 to Dh1,154

• City Walk

The rising star of the Dubai property market, this area is lined with pristine sidewalks, boutiques and cafes and close to the new entertainment venue Coca Cola Arena.  “Downtown and Marina are pretty much the same prices,” Mr Grudziecki says, “but City Walk is higher.”

Frank Porter’s average Airbnb rent:
One bedroom: Dh524 to Dh809 
Two bedroom: Dh682 to Dh1,052 
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• Jumeirah Lake Towers

Dubai Marina’s little brother JLT resides on the other side of Sheikh Zayed road but is still close enough to beachside outlets and attractions. The big selling point for Airbnb renters, however, is that “it’s cheaper than Dubai Marina”, Mr Grudziecki says.

Frank Porter’s average Airbnb rent:
One bedroom: Dh422 to Dh629 
Two bedroom: Dh549 to Dh818 
Three bedroom: Dh631 to Dh941

• Palm Jumeirah

Palm Jumeirah's proximity to luxury resorts is attractive, especially for big families, says Mr Grudziecki, as Airbnb renters can secure competitive rates on one of the world’s most famous tourist destinations.

Frank Porter’s average Airbnb rent:
One bedroom: Dh503 to Dh770 
Two bedroom: Dh654 to Dh1,002 
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UAE currency: the story behind the money in your pockets
The bio

Studied up to grade 12 in Vatanappally, a village in India’s southern Thrissur district

Was a middle distance state athletics champion in school

Enjoys driving to Fujairah and Ras Al Khaimah with family

His dream is to continue working as a social worker and help people

Has seven diaries in which he has jotted down notes about his work and money he earned

Keeps the diaries in his car to remember his journey in the Emirates

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The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.

Read part three: the age of the electric vehicle begins

Read part two: how climate change drove the race for an alternative 

Read part one: how cars came to the UAE

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The details

Heard It in a Past Life

Maggie Rogers

(Capital Records)

3/5

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UAE currency: the story behind the money in your pockets
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Robo-advisers use an online sign-up process to gauge an investor’s risk tolerance by feeding information such as their age, income, saving goals and investment history into an algorithm, which then assigns them an investment portfolio, ranging from more conservative to higher risk ones.

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Many robo-advisers charge what are called wrap fees, meaning there are no additional fees such as subscription or withdrawal fees, success fees or fees for rebalancing.

Intercontinental Cup

Namibia v UAE Saturday Sep 16-Tuesday Sep 19

Table 1 Ireland, 89 points; 2 Afghanistan, 81; 3 Netherlands, 52; 4 Papua New Guinea, 40; 5 Hong Kong, 39; 6 Scotland, 37; 7 UAE, 27; 8 Namibia, 27

If you go...

Fly from Dubai or Abu Dhabi to Chiang Mai in Thailand, via Bangkok, before taking a five-hour bus ride across the Laos border to Huay Xai. The land border crossing at Huay Xai is a well-trodden route, meaning entry is swift, though travellers should be aware of visa requirements for both countries.

Flights from Dubai start at Dh4,000 return with Emirates, while Etihad flights from Abu Dhabi start at Dh2,000. Local buses can be booked in Chiang Mai from around Dh50

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Name: Fareed Lafta

Age: 40

From: Baghdad, Iraq

Mission: Promote world peace

Favourite poet: Al Mutanabbi

Role models: His parents