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The Malaysia Media Specialists Association (MSA) is gearing up for its 2026 Festival and Awards, with this year's theme 'MEDIAVOLUTION: next is now!'
It puts the spotlight on exploring how technology, AI, and changing consumer habits are reshaping the way brands connect with audiences.
A total of 355 entries were submitted by more than 19 agencies, with 126 finalists making it through to the second round of judging
The brands represented include CelcomDigi, Maxis, Proton, KFC, McDonald's, U Mobile, Samsung, Malaysia Airlines, Coca-Cola, Netflix, Maybank, and Grab.
The finalists will find out who takes home the trophies during the Gala Awards night on 14 August.
The festival is also bringing some familiar industry names to the stage
Taking place from 9am to 1.30pm, the sold-out festival has added capacity to meet demand. Digital pioneer Timothy Tiah, Founder of Nuffnang and Colony and Ernst & Young Emerging Entrepreneur of the Year, will deliver the keynote address.
He will also be joined by representatives from Google and Meta, Astro's Henry Tan, and Big Tree's Muhamad Fariz Mustafa, giving attendees plenty to take away from the half-day programme.
There's also plenty of other activities going on during the MSA Festival
One of the main highlights is the Great Presidential Debate, which will see presidents of various industry associations go head-to-head over one of the biggest issues facing the media landscape today: technology.
The programme will also feature a CMO Grille involving three leading CMOs, adding another opportunity for attendees to hear from senior figures about the challenges and opportunities shaping the industry.
And the learning does not stop when the festival wraps up. Every festival seat also comes with a seat at the Awards dinner, so attendees can go from talks and discussions in the morning to dinner and drinks in the evening.
This year's edition has attracted 13 sponsors, including TV Sarawak, Google, Nexxen, OMNiA, Astro, Affinity, Adzymic, Teads, Seni Jaya, WOW Media, BorgRise SVL, Target Media, and Silverpush
OMNiA, which has supported MSA for several years, said the event provides a platform for brands, agencies, and media players to exchange ideas and challenge conventional thinking.
"At OMNiA, we believe meaningful industry progress happens when brands, agencies and media come together to exchange ideas and challenge conventional thinking," said Stephanie Wong, COO of Omnia Agency Solutions.
"The MSA Festival & Awards provides exactly that platform. We're proud to support an initiative that celebrates outstanding work while creating opportunities for the industry to learn, collaborate and shape what's next," she added.
Adzymic Managing Partner Justin Lim said the industry was moving beyond simply experimenting with AI and towards putting it into actual production
"This year's theme, 'MEDIAVOLUTION: Next is Now,' is apt. The industry is no longer just experimenting with AI, it is putting agentic execution into full production, and fast," he said.
Google Sector Lead for Malaysia and Singapore Rohan Dhanuka similarly said the theme captured a pivotal moment for the industry as technology, particularly AI, continues to redefine how brands connect with audiences.
MSA President Sheila Shanmugam said entries had grown 7% compared with 2025, which she described as a significant achievement given the uncertainty faced by the industry
"We're delighted by the support we have received from all the member agencies, and our entries have grown 7% versus 2025, which is a huge achievement when 2026 has been an uncertain year for many," she said.
Organising Chairman Sandeep Joseph, CEO and co-founder of Ampersand Advisory, also thanked the sponsors for their support, saying, "We are looking forward to a high-quality, high-intensity morning featuring industry speakers, the CMO Grille, and the Great Presidential Debate."
Beyond the Festival and Awards, MSA will also organise a Pickleball Day and a CSR Day as part of its wider activities.
