Advertising industry must evolve to stay relevant, says minister

MIRI (Nov 18): Sarawak’s advertising industry must adapt to the rapid pace of digital transformation to remain relevant and competitive, said state Transport Minister Dato Sri Lee Kim Shin.

In highlighting how technology has reshaped advertising in many ways, he called upon industry players to actively evolve to stay relevant.

“Since the 2010s, the industry has entered the digital era, and advertising formats have diversified beyond traditional print media.

“In recent years, the rise of artificial intelligence (AI) has driven the industry into a new stage of hyper-innovation, heralding an era where digital tools are essential for success,” he said.

The Senadin assemblyman said this in his speech at the joint inauguration ceremony of the Federation of Malaysia Advertising Manufacturers (PPPIM) and the Association of Sarawak Advertising Companies (PSPNS) here on Saturday.

The state’s advertising sector, he reiterated, ought to embrace these technological advancements by upgrading their skills and knowledge in order to enhance creativity and innovation, as well as keep pace with global trends.

In acknowledging the sector’s crucial role in supporting small and medium enterprises (SMEs), he said SMEs make up roughly 97 per cent of the Malaysian economy, contributing to nearly 40 per cent of its gross domestic product and over 50 per cent of national employment.

“Advertising is not just a tool for business growth, but a driver of innovation for SMEs. Whether it’s exploring new markets or expanding operations, advertising remains a cornerstone of marketing strategies for SMEs,” he said.

In this regard, Lee called on PPPIM and PSPNS to continue efforts in fostering collaboration and growth for the advertising industry.

Present at the event were PPPIM president Kapitan Lau Sei Kwong and PSPNS president George Hii.