AMID this current chaos, there is opportunity, and brands will have to be very aware of their relationship with their consumers to make the most of it. This is as consumers the world over are making their voices heard, more than ever.
It is no different here in Malaysia, and consumers want to have a say in choosing brands that reflect their personality, their resiliency, and how they face adversity and challenges
Tough times come and go, but the best brands endure. When consumer demand returns, so will customer choice. It is therefore imperative that brands continue to advertise today in order to be remembered tomorrow.
Recently, the Putra Brand Awards – organised by the Association of Accredited Advertising Agents (4As) Malaysia – celebrated its 11th edition by presenting 135 awards in 23 categories to 132 of Malaysians’ favourite brands.
With over 18,000 votes for 400 brands placed by nearly 6,000 consumers, the results were certified by IPSOS, one of the largest global research agencies with over 16,000 staff in 88 countries.
Also known as the People’s Choice Awards, the Putra Brand Awards presented 23 Platinum, 33 Gold, 27 Silver, and 49 Bronze awards as well as three special awards.
Meanwhile, Putra Most Enterprising Brand of the Year award is awarded to a brand that has made strong inroads into the international market via product or innovative services, has an integrated marketing communications plan demonstrates a strong Corporate Social Responsibility (CSR) commitment.
The Platinum awards were given to Uniqlo, Toyota, Petronas, Tiger Beer, Milo, Yakult, DiGi, UNITAR International University, Maybank, Gardenia, Panadol, Sunlight, Ikea, Samsung, Astro, Golden Screen Cinemas, Panasonic, Dettol, Sime Darby Property, 7-Eleven, McDonald’s, and Malaysia Airlines.
A further three special awards were presented to:
- UNITAR International University (for Putra Most Enterprising Brand of the Year)
- Malaysia Airlines (for Putra Brand Icon)
- Gardenia (for Putra Brand of the Year)
“Thankfully, pandemics do have lifespans. Brands that embrace the situation with a sustained presence, either through marketing and communications efforts CSR activities, will surely prevail once the scourge is over,” senior adviser to the 4As and the Putra Brand Awards 2020 organising chairman of Datuk Johnny Mun pointed out.
“This is evidenced by many of this year’s winners, kudos to them for having the courage to keep the conversation going with their consumers, even in these challenging times.”
Launched in 2010 by the 4As in association with Malaysia’s Most Valuable Brands, the Putra Brand Awards are supported by the Malaysian Advertisers Association, the Media Specialists Association, the Malaysian Digital Association, and endorsed by the Malaysia External Trade Development Corporation (MATRADE). – Feb 5, 2021
