Malaysia’s Media Specialists Association (MSA) has rolled out a fresh set of Media Pitch Guidelines aimed at reining in what many see as an outdated and increasingly untenable pitch culture.
Spread over 18 pages, the document outlines minimum and maximum timelines for each pitch stage, mandatory NDAs at the RFI phase, clear disclosure of scopes, budgets, and KPIs, and strict IP usage terms that require prior written consent from participating agencies.
“These guidelines weren’t written in a vacuum,” the MSA told Campaign Asia-Pacific in a follow-up interview. “They were shaped by people who’ve lived through the pitch process, who know what’s broken and what needs fixing. They are a critical first step in shifting the dynamics that cause pitch fatigue and IP misuse. By setting clearer expectations around timelines, scope, and ownership of ideas, the guidelines create conditions where agencies are more empowered to participate meaningfully and sustainably in the pitch process."
What's changing?
Malaysia is the latest market in APAC to formalise pitch guidelines, joining the ranks of at least four others, including Australia, Thailand, India and Singapore to spell out, in no uncertain terms, what an acceptable pitch process looks like.
MSA's guidelines include a mention on timelines. This is non-negotiable. Advertisers must allow five to seven working days for agencies to respond to RFIs, and provide between 14 to 28 days after briefing for full pitch submissions, depending on complexity. Post-pitch decisions must be communicated within 10 working days, and no more than three agencies should be invited to the final presentation round.
Mandatory NDAs are required at the RFI stage to safeguard intellectual property. Agencies retain all rights to their proposals unless otherwise negotiated, and clients may not use, adapt or rework agency ideas unless a contract is signed.
MSA also mandates that any pitch must be approved internally by a CMO or head of marketing, and carried out with the genuine intent to award business, not as a benchmarking exercise or to fish for unpaid ideas.
"Pitch fatigue often stems from repeated, high-effort pitches with little structure, limited feedback, and excessive demands. When the process lacks boundaries, agencies end up investing significant time and resources without adequate clarity or protection. The guidelines aim to shift that dynamic. For example, requiring mutual NDAs at the RFI stage protects strategic thinking from being repurposed without consent, while boundaries on case studies and pricing revisions help prevent overreach that drains agency bandwidth," said the MSA.
Enforcement through accountability, not punishment
When asked how the MSA plans to monitor compliance, a spokesperson told Campaign Asia-Pacific that the guidelines are not an enforcement tool but a behavioural nudge.
"Of course, as with any framework, there’s always the possibility that some parties may find workarounds. But we believe meaningful change comes less from enforcement and more from shared intent.
“Rather than punitive measures, we’re relying on a model of progress through participation. If a member agency faces a violation, for example, an instance where guidelines are clearly disregarded during a pitch, we would encourage documentation and internal discussion first. The issue can then be escalated through MSA channels for broader reflection, learning, and, where appropriate, constructive dialogue with the advertiser involved.”
The MSA will hold regular workshops and forums for advertisers and agencies, and gather feedback through working committees to iterate on the framework.
A pitch culture under stress
Li Shan Lim, principal at R3, believes these frameworks are timely and necessary.
“In markets like Australia and Singapore, we’ve seen that frameworks with clear timelines, defined scopes, and strong IP protections help reset expectations and foster more balanced partnerships,” she told Campaign.
She added: “As media grows more data-driven, the cost of ambiguity continues to rise. In a landscape defined by complexity, agencies can choose which brands to pitch for. Naturally, they prioritise reviews that are structured, fair, and built to reflect the demands of modern marketing.”
The ultimate goal, according to the MSA, is to reduce pitch fatigue and elevate the quality of agency-client engagements.
“That’s certainly one of the outcomes we hope to see—fewer pitches, but of higher quality, with clearer alignment between agency capabilities and client needs,” said the MSA spokesperson. “Internally, this will also encourage agencies to be more strategic in how they allocate resources.”
R3’s Lim agrees: “Pitches are becoming more selective and strategic. When they do occur, they demand greater rigour. Brands across the APAC region are moving away from defaulting to full pitches, opting instead for performance reviews and mid-cycle evaluations to minimise disruption.”
