As the industry is closely linked to the resiliency of the economy, agency leaders and analysts said a positive economic growth on the whole would bode well for the advertising landscape.
“It is predicted that foreign investors will have more confidence to invest in Malaysia, which will spur our growth again. Locally, we are also anticipating that some of the prevailing issues around talent shortage and development will be addressed, which will aid the ad industry greatly. In terms of categories, he said consumer packaged goods would remain resilient and expects tourism and travel and its related food and beverage, hospitality and entertainment categories to fully take off in 2023 after a slower than expected start this year.
“A lot of education and information will need to be disseminated effectively as we chart the sustainability path and we expect the ad industry to play a key role in this effort,” he pointed out. This in turn should be a boon to the ad industry which is predicted to grow by about 5% conservatively over 2022, he noted.
There would be a need to increase the business size considerably just to stay positive, he said, adding that rising employment costs and expertise shortages remain the key stumbling blocks for ad agencies.