How to make Malaysia great again

In MARKETING’s end February issue, our editor, the Turbanned Stranger spoke to Malaysian Association of Advertising Filmmakers (PPFIM) President Khoo Kay Lye (KL Khoo) on the seriousness of Malaysia’s brain drain in the film production industry.

There was a time when Malaysia was the regional centre of production excellence for television commercials.

We had a national policy called Made in Malaysia (MiM) which required all productions to be made locally.

This resulted in the rapid growth of the film production industry and many advertising professionals became experts in the art of filmmaking.
However, these professionals now find work in neighbouring countries, as there is not enough work in Malaysia. KL Khoo has been fighting a losing battle for the continuation of the MiM policy.

His latest quest is to revive the professional production contracts with agencies.

In 2015, PPFIM and Finas made it mandatory for advertising film production companies to become members of the association in order to apply for the MiM certificate.

PPFIM then implemented a production agreement which was supported by the Association of Accredited Advertising Agents (4As).

“More than 100 advertising film professionals now work outside Malaysia – mainly in China, Jakarta, Vietnam and Thailand,” says KL Khoo. “Their livelihoods in Malaysia have deteriorated because of digital short-form videos, while some television stations even do the TVCs for free in exchange for media buys.”

“There are many of our freelance Film Directors and Directors of Photography (DOPs) in Jakarta, Ho Chi Minh City, China and also quite a few in post-production roles in Bangkok.”

Is this yet another manifestation of our creative brain drain? MARKETING published an article recently naming more than 60 Malaysian creative professionals who have migrated for greener pastures overseas and highlighted how well they were doing.
Interested to read more about what KL Khoo has to say? Click here!

APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 24  leaders in the marketing industry who will put the presenters’ knowledge to the test in a unique Live Presentation environment.
Date: 16 & 17 April, 2018
Venue: Grand Ballroom, Eastin Hotel, Petaling Jaya.
Time: 8.30am – 6.00pm
To register, connect with Ruby on 0377262588, [email protected], or

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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