Malaysian ad industry pay climbs 6% to 10% amid steady talent demand

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Industry salaries across Malaysia’s advertising sector grew between 6% and 10% year on year, according to the "2025 Salary and charge-out rate survey" released by the Association of Accredited Advertising Agents Malaysia (4As Malaysia) in partnership with The Edge Partnership Malaysia.

The annual survey provides an updated snapshot of salary levels, charge-out rates, talent trends and workforce patterns across agencies in Malaysia. It draws on data contributed by participating 4As member agencies, covering functions such as management, account management, strategy, creative, social media, digital and technology, production, and support roles.

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In terms of overall salary movement, the survey found that larger agencies with more than 50 employees continued to offer higher pay at senior levels, while smaller agencies were still in the process of closing the gap, particularly for mid-management roles.

Progress was also recorded in gender pay parity. The 2025 data showed further narrowing of pay gaps across several functions, especially in account management and creative roles. Account director positions now show near-equal average salaries for men and women, while roles such as art director and creative director saw women earning similar or slightly higher average salaries on average.

Workforce preferences also continue to evolve. Flexible and hybrid work arrangements remain a key factor in retention, particularly among millennial and Gen Z professionals. Agencies reported that workplace culture, organisational purpose and growth opportunities now carry similar weight to salary when attracting and retaining talent.

Creative and strategy roles saw notable gains, with creative directors earning an annual average of RM250,000 to RM280,000 in 2025, around a 10% increase compared to 2023. Strategic planning directors averaged between RM190,000 and RM220,000, with bonus payouts typically ranging from one to 1.5 months.

Digital, social and technology roles also continued their upward trajectory. Chief digital officers and heads of technology earned annual averages of RM355,000 and RM360,000 respectively, while heads of social media earned around RM190,000. Other digital leadership roles commanded salaries between RM200,000 and RM300,000.

4As president Tan Kien Eng said the findings continue to underscore the importance of the survey as a benchmarking tool for agency leaders. “The salary survey remains a vital benchmarking tool for agency leaders as they navigate a fast-evolving talent landscape. The findings aﬃrm that while salary growth is steady, the competition for skilled, creative, and digitally adept professionals remains intense. We’re encouraged to see improving gender parity and stronger investments in strategic and creative leadership across agencies.”

Commenting on these trends, Tan also added, “The gains in creative and strategic roles highlight a renewed emphasis on brand thinking and creative leadership amid an evolving, data-led marketing environment, while the growth in digital, social, and technology roles reflect the continued integration of digital, content, and performance capabilities across agencies.”

He added that the survey ultimately helps agency leaders benchmark pay structures and supports greater transparency across the industry.

Echoing this sentiment, Priya Bala, managing partner at The Edge Partnership Malaysia, noted signs of stabilisation in the market. “We’re proud to have partnered with the 4As to deliver this year’s survey. The data reflects a cautiously optimistic market that’s stabilising after several volatile years. It’s encouraging to see renewed focus on creativity, digital innovation, and more equitable pay structures across the industry.”

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