Asked about the main challenges and opportunities in the industry over the coming year, Cheng said that media agencies in Taiwan, apart from assisting clients with their communications, also need to protect clients' rights from media's negotiation, especially following TV media's 30 per cent plus inflation issue in 2010.
He added the MAA will monitor and set up an agreed pricing rule with media owners, which will continue to be media agencies' common top task in 2011.
In addition, the MAA will help organise extensive career promotion seminars in colleges and universities to attract talented graduates to join the industry and encourage participation in AdTaiwan Festival.
Cheng also pointed out to advertisers that media agency nowadays are not just the 'media' agencies anymore.
“Many media agencies have their digital services (internet, search, mobile, creative, production), analytic and data, strategy functions, entertainment, sports, branded content functions... we all keep on developing fast and growing to suit clients’ business development and communications’ needs,” he said.
The 18 MAA media agency members include Carat MEC, Mindshare, Media Palette, ZenithOptimedia, Starcom, Media Drive, OMD, Vizeum, Bright Media, Glory Star, Mediacompany, Initiative, CS Innovations Marketing, Taiwan Hakuodo Media, Caplock, BCM Company and Polyface Media Marketing.