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,MSA president Chanchal Chakrabarty (pic) speaking to StarBiz said it is playing an active part in industry initiatives by partnering with authorities and other associations.

PETALING JAYA: The marketing communications industry is set to thrive with various initiatives being undertaken to spur its growth.

Media Specialists Association (MSA) is collaborating at several fronts in a bid to put the industry on a higher level.

MSA president Chanchal Chakrabarty (pic) speaking to StarBiz said it is playing an active part in industry initiatives by partnering with authorities and other associations.

For example, he said in the area of single currency for video measurement, MSA as a key stakeholder and user, is working closely with the Malaysian Communications and Multimedia Commission (MCMC) (pic below) and other stakeholders to take it to fruition.

“Once completed, Malaysia would be one of the first in the region to have a cross-platform video measurement.

“We are also looking to have common out-of-home (OOH) measurement currency for the market.

“Digital out-of-home advertising (DOOH) though is on a rapid growth trajectory but it also doesn’t have a robust measurement.

“There are few players with certain claimed measures so MSA is leading the initiative in partnership with the Outdoor Advertising Association of Malaysia (OAAM) as well as the Malaysian Advertisers Association (MAA) to get a common OOH measurement currency for the market, ” he said.

Chanchal, who is also the CEO of GroupM Malaysia, said as MSA is part of the Communications and Multimedia Content Forum of Malaysia (CMCF) council, it is also involved in the finalisation of the new content code development.

Furthermore, MSA as part of the Advertising Standards Authority (ASA) council is also working towards protecting consumer rights by driving a consumer awareness campaign towards truthful and honest advertising and hence ensuring messaging standards improve.

Broadly speaking, the MSA’s main role is to further the interests of the marketing communications industry and more specifically the media agencies in Malaysia.

It has been the representative body of all member media agencies of the country since the last 17 years. MSA is the apex body made up of representation from both local and global, small, medium and large media agencies in the country.

As for media agencies, he said the association has undertaken multiple initiatives. Some of them include pushing for various certification opportunities in partnership with the Association of Accredited Advertising Agents (4As) and other partners for upskilling and developing the talent pool.

Chanchal added there is a sub-committee formed within MSA which is working on developing pitch guidelines for all member agencies.

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