KUALA LUMPUR: The recent 11th edition of the Malaysia Effie Awards saw Tesco Malaysia emerge as winner of the ‘Brand of the Year’ award and was also the recipient of the Gold award.
The Awards honours achievements by campaigns that meet and exceed marketing communications objectives with a focus on effectiveness.
Taking home the coveted accolade for its ‘Unforgettable Bag’ campaign, created by Grey Worldwide for the Sustainability category, Tesco also took home one silver and one bronze award.
For the third consecutive year, creative agency Ensemble Worldwide was named the ‘Agency of the Year’ after walking away with one gold, one silver and two bronze awards.
The gold award was received for their notable work on the Maybelline ‘Maybelline FitMe Squad’ campaign in the Beauty category. Themed “Take on the Impossible,” the Malaysia Effie Awards was held at the Grand Ballroom of KL Hilton on Nov 23.
This year saw a total of 22 finalists shortlisted from the 137 entries with two Gold, three Silver and 10 Bronze awards being presented to brands for their creative campaigns.
Each finalist also received Effie points that will contribute to the Global Effie Index, which ranks the respective agencies globally.
Commenting on this year’s theme, Kenny Loh, organising chairman of the Malaysia Effie Awards 2018 in a statement said, “Despite the challenges seen this year such as the uncertainty of the elections and the ever-changing and expansive media landscape, the quality of submissions by Malaysia’s marketing talents this year truly demonstrate that they have the capability to take on the impossible.”
Since its inception in 1968 in New York, the Effie Awards has been recognised by agencies and advertisers worldwide as the pre-eminent award in the communications industry.
“Currently in its 11th year, the Malaysia Effie Awards has continuously identified and awarded big ideas and good work put forward by creative talents in the country. With the unwavering support from Malaysia’s marketing industry, we hope to continue recognising the efforts made by brands and agencies alike into crafting an effective, successful, and measurable marketing campaigns,” said President of the Association of Accredited Advertising Agents Malaysia (4As) Andrew Lee.
The Malaysia Effie Awards 2018 is jointly supported by the 4As, Malaysian Advertisers Association (MAA), and Media Specialists Association (MSA), in association with the Malaysia External Trade Development Corporation (Matrade).