Reflecting on the MSA Awards: A Hopeful Future for Media Planning

Last week, I had the privilege of serving as a jury member for the MSA Awards. Over thirty teams presented their briefs, insights, executions, and results back-to-back. By mid-afternoon, a thought began to nag at me. It lingered throughout my drive home. It wasn’t disappointment; it was a mix of hope and a question I couldn’t shake.

The Talent in That Room Was the Real Story

Let me say this plainly: the calibre of media thinking on display genuinely impressed me. These young planners are fluent in platforms that I once needed my team to explain. They interpret data the way my generation used to read a media plan on paper. Watching them present, I kept thinking—this industry is in good hands.

What Stuck with Me?

It wasn’t a gap in skill that troubled me. It was something harder to articulate—something every generation in this business has had to learn the hard way, mine included.

Most of the day’s briefs focused on Gen Z, which makes sense. Every brand is chasing that audience right now. Most teams described them accurately: digital-first, purpose-driven, platform-native. All true.

Yet, I found myself wanting something more specific. I craved a real, sharply observed tension—the kind you only uncover by sitting with a problem long enough to be surprised by it.

Execution vs. Insight

This brings me to a crucial distinction: execution answers a brief, while insight answers a problem. I kept circling back to this thought during my drive home. Brilliant execution and a well-understood challenge are two different things. It’s entirely possible to have one without the other.

The entries that resonated with me most had clearly grappled with a specific, honest problem before they approached a media plan. Some other entries weren’t lacking in craft—they were beautifully constructed on top of a challenge that hadn’t been fully identified. When the challenge isn’t sharp, no amount of channel sophistication can make the work land as it should.

A Lesson I'm Still Learning

I don’t share this perspective from outside the problem. After twenty-five years in the industry, I still find myself reaching for the media plan before I’ve fully engaged with the challenge. It’s a discipline, not a switch you flip once and forget.

What gives me real hope is that the room I sat in last week is already adept at the how. If the next few years bring the same rigor to the why—to uncovering the real challenge before reaching for the solution—I believe we will witness work from Malaysia that doesn’t just win awards. It will create a meaningful shift.

The Future of Media Planning

The future of media planning is bright. As we continue to evolve, we must remember that understanding the audience is just as critical as executing a plan. The insights we gather will shape the strategies we develop.

Embracing Change

Change is inevitable in our industry. As new technologies emerge, so do new ways of engaging with audiences. We must embrace these changes and adapt our strategies accordingly. This adaptability will be key in unlocking new commercial value.

Building High-Performing Teams

To achieve success, we need to focus on building high-performing teams. Collaboration and open communication will drive innovation. By fostering an environment where ideas can flourish, we can tackle the challenges that lie ahead.

Understanding People and Fans

At the heart of our work is the need to understand people and fans. This understanding will guide our strategies and help us connect with audiences on a deeper level. By prioritizing this connection, we can create campaigns that resonate and inspire.

Conclusion

As I reflect on the MSA Awards, I am filled with hope. The talent I witnessed is a testament to the bright future of our industry. If we can focus on the right challenges and continue to hone our skills, we will create impactful work that goes beyond awards.

I look forward to seeing more of this kind of work in the future. It’s an exciting time to be part of this evolving landscape.

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In this journey, I believe we can unlock the potential of our industry. By understanding the nuances of our audience and embracing change, we can pave the way for a successful future.

Let’s continue to strive for excellence and make a difference in the world of media planning.