Malaysia media association's new pitch guidelines demand respect for agency work

In a move set to reshape the agency-client dynamic in Malaysia, the Media Specialists Association of Malaysia (MSA) has launched its 2025 Media Pitch Guidelines. Developed in consultation with MSA members, marketers, and industry veterans, the framework introduces a series of enforceable best practices to address growing concerns over intellectual property (IP) misuse, unfair demands, and unrealistic expectations during media pitches.

Among the key updates in the 2025 guidelines are:

• A mutual NDA at the Request for Information (RFI) stage to protect all intellectual property and strategic proposals.
• A mandatory pitch timeline of at least 14 to 28 days, depending on complexity, to allow adequate time for quality responses.
• A cap of two case studies per agency, with any additional requests subject to a professional fee of RM10,000 per case.
• A restriction of one pricing revision round post-submission to curb prolonged negotiations.
• The requirement for advertisers to disclose their preferred remuneration model and provide a media budget breakdown with a 10% variance at most.
• A clause stating that all ideas, strategies, and media plans remain the IP of the agency, unless otherwise agreed.

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.

The MSA added, “This is about creating a fairer system where ideas are respected, expectations are realistic, and agencies can do their best work without being exploited.”

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From feedback to framework

Speaking exclusively to A+M, a representative of MSA said the decision to formalise the guidelines came from “a collective recognition that recurring challenges had become normalised," such as compressed timelines, ambiguous budget disclosures, overemphasis on cost, and even requests for sensitive internal information.

“There wasn’t a single trigger,” the MSA spokesperson explained. "Over the years, feedback from MSA members pointed to several recurring concerns."

This includes complaints surrounding unclear or incomplete pitch briefs, compressed timelines even for complex assignments, a lack of IP clarity — where ideas or strategies shared may be reused without compensation or credit, requests for sensitive information, and an overemphasis on cost in final decisions. 

What became increasingly apparent, particularly over the last year, was that the pitch process had grown more complex.

MSA added that with procurement playing a larger role, evolving business demands, and a rising need for faster turnaround, the absence of common guidelines was contributing to friction on all sides. Hence, the industry body stepped in - not to regulate, but to convene to co-develop a framework that reflects real-world pitch conditions and helps all parties operate with clearer expectations and mutual respect.

Focus on outreach and education

Instead of relying on formal surveys or townhalls, MSA took a bottom-up approach by drawing insights from its member agencies through internal discussions and working groups. Global benchmarks, including those from Australia and the UK, were referenced. Ultimately, the final guidelines were tailored to the realities of Malaysia’s media landscape.

Although the guidelines are not legally binding, MSA says adoption will be driven by continuous engagement. This includes industry workshops, briefings for clients and procurement teams, forums for open dialogue, and ongoing feedback loops through its member agencies to identify trends, gaps or misunderstandings which need to be addressed. 

Early conversations with advertisers and clients have shown supportive sentiment, especially on the IP protection front. MSA also stressed that the RM10,000 case study fee is not about monetisation, but rather recognising the effort required and helping marketers right-size their expectations.

"The guidelines are positioned as a collective commitment to best practice, not a regulatory instrument. That said, we recognise that simply publishing a document is not enough. Adoption and accountability will come from consistent engagement, shared responsibility, and a willingness to reflect on real-world outcomes," the association explained. 

Real business impact beyond the pitch

While fairness is central to the initiative, the MSA believes the real impact lies in raising the quality of work across the board. When agencies aren’t forced into reactive, resource-draining pitches, they can deliver sharper, more strategic thinking. 

The MSA also said: “We’re not here to police behaviour or name and shame. It's to build collective momentum where adherence becomes the norm."

Because the benefits are clear: better quality work, more respectful relationships, and stronger long-term outcomes for both agencies and advertisers.

According to the MSA, key benefits of the new pitch structure include stronger alignment between client goals and agency proposals; reduced back-and-forth, enabling faster decision-making; lower pitch fatigue on agency teams; and healthier, more sustainable partnerships post-pitch.

“The guidelines are not about control,” MSA added. “They are about enabling better work, smarter collaboration, and more sustainable partnerships across the industry."

Currently, the Media Specialist Association is led by Mindshare Group Malaysia's Sheila Shanmugam as president, and Carat Media's Vanitha Selva as vice president. Members of the association include Accenture Solutions, Ampersand Advisory, iProspect, Nielsen, OMD, Starcom, Trapper and Zenith just to name a few. 


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