Kuala Lumpur, 4 February 2026 — The Malaysian Media Specialists Association (MSA) and Monash University today formalised a strategic collaboration by signing a Memorandum of Understanding (MOU), marking a significant step towards strengthening leadership capabilities within Malaysia’s media and advertising industry.
The MOU was signed at Monash University and signifies a shared commitment by industry and academia to invest in structured, practical leadership development—particularly at the people and business leaders, a critical layer for organisational performance and succession planning.
President of MSA, Sheila Shanmugam (right) and Head of the School of Business at Monash University Malaysia, Professor Nafis Alam (left) signing the MoU for MSA x Monash Leadership & Business Excellence Certification.
A key outcome of this collaboration is the launch of the MSA x Monash Leadership & Business Excellence Certification, an industry-led programme designed to equip middle management professionals with leadership, business, and operational excellence capabilities relevant to today’s fast evolving media landscape.
The programme will run over 40 hours of structured learning and will be introduced as a pilot cohort capped at 30 participants, reflecting MSA’s commitment to delivering focused, high- impact development for its member agencies. Participants will receive a joint certification issued by MSA and Monash University, with formal recognition at a graduation event upon completion.
Speaking at the ceremony, Sheila Shanmugam, President of MSA, described “our Monash partnership as a practical, future‑ready investment in leadership: in a world with AI everywhere, it’s people and leaders who decide how we use tech, keep ethics front and centre, and make smart, fast choices that keep our work trustworthy. This program isn’t fancy talk—it’s about giving executives and practitioners real skills to collaborate with AI, guide teams through change, and build resilient media organisations that serve members and communities now and tomorrow.”
Professor Nafis Alam of Monash School of Business added:
“This MoU marks an important step in strengthening the bridge between academia and industry. Through the launch of the Executive Education program with MSA, we are creating meaningful pathways for professionals to develop practical, future-ready skills. This collaboration reflects our commitment to nurturing talent, enhancing employability, and preparing the workforce to lead in a dynamic business environment.”
Beyond the certification programme, the MOU also provides a framework for ongoing collaboration, including future leadership initiatives, knowledge exchange, and joint industry- academic engagements.
The MSA x Monash Leadership & Business Excellence Certification is scheduled to commence in February 2026.
About Media Specialists Association (MSA)
Established on 19th December 2003, the Malaysian Media Specialists Association (MSA) aims to help and support those agencies that specialise in providing media research, strategic planning, media negotiation and placement services. The Media Specialists Association has 20+ members. MSA also plays a significant role by providing a common platform to discuss and resolve issues faced by the industry today and in the future.
