Should the creative pitching process continue as is or is it doing too much damage to the industry? According to a recent article by Thendo Ratshitanga, exec chair of Tshirundu Communications, "Sadly, times have changed for the worse. Nowadays, there would appear to be scant regard and respect for the professional status of the marketing communications industry, especially within State-funded departments and enterprises." Bizcommunity.com's Chris Moerdyk believes that "[t]he tougher the times, the more ad agencies and PR companies will prostitute themselves to get that extra little piece of business."