'And the 2014 Malaysian Media Awards goes to...'

Universal McCann was announced as Agency of the Year while Dutch Lady Milk Industries is Advertiser of the Year.

In his speech, MSA president Girish Menon said 2013 saw a continuous digitisation of media and growth in the traditional media, including several players in the television, newspapers and radio reporting double digit growth.

"Just in the past year, we have seen the traditional media channels evolve and take on new capabilities such as radio going online, outdoor screens going digital, magazines being redesigned for tablets and television commercials being viewed on social media.

"Meanwhile, different media platforms are being integrated to produce memorable and effective campaigns. This shows that all forms of media can co-exist and when used in a truly integrated manner, can help brands connect and engage with customers," he said.

MMA is billed as one of the advertising industry's most significant awards for its role in boosting media innovation standards in the industry.