The new framework addresses IP misuse, unfair expectations and unrealistic demands to foster healthier advertiser-agency relationships. KUALA LUMPUR, 15 July 2025 – In response to growing concerns over idea misappropriation, procurement-driven pitch pressures and unreasonable loads being placed on agencies during pitches,  the Media Specialists Association of Malaysia (MSA) has launched its 2025 Media Pitch Guidelines—marking a pivotal shift toward ethical, transparent, and sustainable pitch practices. Developed in consultation with the membership of the MSA, as well as seasoned industry practitioners, and taking client feedback on board, the guidelines aim to address long-standing challenges such as idea misuse, unrealistic timelines,