The Association of Accredited Advertising Agents Malaysia (4As), together with The Edge Partnership Malaysia, has released its 2025 Salary and Charge-out Rate Survey, giving a current view of salary levels, charge-out rates, talent trends and agency workforce patterns across Malaysia.
4As President Tan Kien Eng said, “The 4As Salary Survey remains a vital benchmarking tool for agency leaders as they navigate a fast-evolving talent landscape. The findings affirm that while salary growth is steady, the competition for skilled, creative, and digitally adept professionals remains intense. We’re encouraged to see improving gender parity and stronger investments in strategic and creative leadership across agencies.”
Priya Bala, Managing Partner at The Edge Partnership Malaysia said, “We’re proud to have partnered with the 4As to deliver this year’s survey. The data reflects a cautiously optimistic market that’s stabilising after several volatile years. It’s encouraging to see renewed focus on creativity, digital innovation, and more equitable pay structures across the industry.”
Key highlights of the Survey included data on Overall Salary Movement, Gender Pay Parity, Workforce Preferences and Retention, remuneration for Creative and Strategy Roles, and remuneration for Digital, Social, and Technology Roles.
Overall Salary Movement
The Survey indicated that average salaries across agency roles increased by between 6% to 10% year-on-year. Larger agencies with more than fifty employees continued to offer higher pay at senior levels, while smaller agencies were still catching up in pay for mid-management positions.
Gender Pay Parity
The 2025 data showed the industry’s further progress in reducing gender pay gaps, particularly in account management and creative roles, with Account Director roles showing near-equal average salaries for men and women, while several creative roles such as Art Director and Creative Director showed women earning similar or slightly higher average salaries.
Workforce Preferences and Retention
Respondents to the survey also indicated that flexible and hybrid work structures remained a key retention factor, particularly among millennial and Gen-Z professionals. Agencies also reported that workplace culture, purpose, and growth opportunities were now on an equal footing with salary in attracting and retaining talent.
Creative and Strategy Roles
The Survey revealed that Creative and Planning roles saw substantial salary increases or bonus payouts. Creative Directors in 2025 earned an annual average of RM250,000 to RM280,000, an increase of around 10% compared to the previous survey in 2023, while Strategic Planning Directors averaged RM190,000 to RM220,000, with typical bonus payouts of between one to 1.5 months.
Digital, Social, and Technology Roles
The Survey also showed a continued growth in Digital skills and leadership roles. In 2025, Chief Digital Officers and Heads of Technology earned an annual average of RM355,000 and RM360,000 respectively. Heads of Social Media earned an average of RM190,000, while other digital leadership roles commanded between RM200,000 to RM300,000.
4As President Tan Kien Eng said, “The gains in Creative and Strategic roles highlight a renewed emphasis on brand thinking and creative leadership amid an evolving, data-led marketing environment, while the growth in Digital, Social, and Technology roles reflect the continued integration of digital, content, and performance capabilities across agencies.”
Tan added, “Compiled from data provided by participating 4As member agencies, the survey covers all major functions within agencies: management, account management, strategy, creative, social media, digital/tech, production and support. Ultimately the Salary and Charge-out Rate Survey helps 4As agency leaders to benchmark pay structures and improves transparency across the industry.”