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, ambiguous remuneration models, and excessive agency demands.
Why the Guidelines Matter
The framework sets clear, enforceable standards designed to foster more equitable and sustainable partnerships between advertisers and agencies. It responds directly to the pressures that have eroded trust in the pitch process—from last-minute briefs to unclear budgets by introducing structure, accountability, and safeguards for intellectual property.
“These guidelines weren’t written in a vacuum. They were shaped by people who’ve lived through the pitch process, who know what’s broken and what needs fixing. We’ve consulted clients and industry experts. This is about creating a fairer system where ideas are respected, expectations are realistic, and agencies can do their best work without being penalized or unfairly exploited for it,” said the Media Specialists Association.
Fixing the Pitch Process
Key highlights from the 2025 Guidelines include:
- A mutual Non-Disclosure Agreement (NDA) is required at the Request for Information (RFI) stage to protect all intellectual property and strategic proposals submitted during the pitch.
- Pitch timelines must span a minimum of 14 to 28 days, depending on complexity, ensuring sufficient time for agencies to prepare quality responses.
- Advertisers may request a maximum of two case studies from each participating agency. Any additional request will incur a professional fee of RM10,000 per agency, per case, to recognise the time and resources required.
- Only one round of pricing revision is allowed post-submission to discourage excessive negotiation.
- Advertisers must specify their preferred remuneration model (commission, FTE, or hybrid) and provide a breakdown of annual media budgets by channel, with a variance of no more than 10 percent.
- Unless otherwise agreed, all media strategies, ideas, and plans remain the intellectual property of the agency.
Driving Industry-Wide Change
The MSA spokesperson continued, “The guidelines are not intended to restrict advertisers but to reset expectations across the industry. They aim to ensure that both advertisers and agencies operate with clarity, fairness, and mutual respect, leading to stronger outcomes on both sides. The framework reflects real-world pitch conditions and is informed by the lived experiences of professionals who understand the growing strain on agency talent and resources.”
Grounded in the principles of respect, fairness, transparency, and accountability, the new framework reinforces ethical standards across the industry. It is fully aligned with Malaysian legislation, including the Communications and Multimedia Act 1998, the Personal Data Protection Act (PDPA), and the Malaysian Code of Advertising Practice.
MSA is calling on all stakeholders to embrace the guidelines not just as a set of rules, but as a collective commitment towards building a stronger, more respectful media ecosystem. The association will monitor adoption through mechanisms outlined in its by-laws and urges all advertisers, procurement teams, and agencies to adopt the 2025 Guidelines in full. While the guidelines are not a diktat, they are recommendations of best practice, and have been created after perusing and studying guidelines in other markets like Australia, the UK and various Asian markets.
“As Malaysia becomes a developed high income nation, it befits the country’s advertisers to put in place the best possible practices that respect agencies, media owners and the entire pitch process. We urge both MNCs operating in Malaysia as well as local companies to adopt what is fair and reasonable.”
To download the full guidelines and learn more about upcoming workshops, visit https://mymsa.org/.
About the Media Specialists Association (MSA)
Established in 2003, the Media Specialists Association (MSA) is the official industry body representing media agencies in Malaysia. With 23 members, drawn from leading global as well as local media agencies, the MSA advocates for best practices in media research, strategic planning, negotiation, and placement, while promoting transparency, professionalism, and ethical standards across the media and advertising ecosystem.
