Maxis wins Brand of the Year at the Malaysia Effie Awards

Maxis emerges as Brand of the Year at the Malaysia Effie Awards 2016. (From left) Maxis Bhd specialist Terry Wan, senior account director April Toh, head of marketing services Lau Sulin, head of marcomms Bernard Lee, Leo Burnett creative group head Walter Ter, and Ensemble Worldwide executive creative director Woei Hern.

KUALA LUMPUR: Maxis has emerged as Brand of the Year at the Malaysia Effie Awards 2016, which is part of a globally recognised awards programme to reward the most effective marketing and advertising campaigns.

Maxis clinched a total of two gold, five silver and four bronze awards at the award ceremony held in Kuala Lumpur on Friday evening.

Meanwhile, Ensemble Worldwide, whose clients include Maxis, was awarded Agency of the Year.

Themed When the going gets tough, the tough get effective, the ninth edition of the Malaysia Effie Awards drew a record 157 submissions, of which 44 were shortlisted to receive the Effie certificate.

A total of 21 awards - three gold, nine silver and nine bronze - were presented at the event.

Each finalist also received Effie points that will contribute to the Global Effie Index, which ranks the respective agencies globally.

Effie Awards 2016 organising chairman Aaron Cowie said that this year’s theme reflected the evolving marketing communications industry, which entailed the rise of new digital platforms, emphasis on digital transformation, cluttered media environment and softening economy.

“The Effie Awards is aligned to the Association of Accredited Advertising Agents Malaysia’s (4As) objective of promoting commercial creativity and its effectiveness.

“We need to redirect our thinking to address new ways in which consumers connect with a brand, product, service or even a company,” said Cowie.

The Effie Awards runs in over 40 countries across five continents.