Malaysia - The Association of Accredited Advertising Agents Malaysia (4As) has decided to give a second chance to agencies which had their membership revoked, if they appeal in writing.

Nearly 17 agencies recently had their membership cancelled for not complying with the 4As' Boomerang Membership Accreditation Programme (BMAP).  

According to 4As website, under the BAMP point system agencies are broken down according its staff size. Agencies with less then 15 full time staff should have 200 points, more then 15 but less than 25- 300 points, more than 25 but less then 75- 500 points and finally those with more then 75 staff should have 750 points.

60% of the points are awarded based on training & HR development, which are training programmes given or accredited by the 4As and 40% of the weightage is based on service and participation where the agency's participation in annual meetings, Kancil Awards, submissions for Effie Awards and jury duties are counted.

A+M spoke to Karthi Palanisamy, head of BAMP, 4As who said agencies, which had their membership revoked, did not achieve the minimum required points for BAMP.

He did not reveal the names of the terminated entities, however, stated that none of them was a multinational agency.

Upon termination, he added, the agency would lose all its privileges as a member of 4As.

"Terminated members can write in to appeal to the council stating clearly their grounds of appeal. Next round of appeals will be discussed at the next council meeting in December," he added.

Source: Marketing-interactive.com