PETALING JAYA: Now in its 11th year, the 2020 installation of the Putra Brand Awards looks to celebrate trusted brands that stand the test of time. The awards event is targeted to be held early next year.
The devastation of Covid-19, apart from the serious public health impact, has been equally disruptive across all industries, throwing any marketing plans and brand campaigns into disarray. The most resilient and innovative brands have responded to the challenge, demonstrating a commitment to stick with consumers through “thick and thin”.
“Bad times never last forever. When consumer demand returns, so will customer choice. It is therefore imperative that brands continue to advertise today in order to be remembered tomorrow. Tough times come and go, but the best brands endure.
“More than ever, consumers the world over are making their voices heard. 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, ” said Datuk Johnny Mun, senior adviser to the Association of Accredited Advertising Agents Malaysia (4As), and organising chairman of the Putra Brand Awards 2020.
The “money-cannot-buy” awards were created in 2010 by the 4As Malaysia in association with Malaysia’s Most Valuable Brands (MMVB), to provide marketers with a platform upon which to assess their brand effectiveness.
Also known as the “People’s Choice Awards”, the event this year will connect with consumers through a record 25 media outlets, across the spectrum of print, digital, outdoor, online, and broadcast, in Peninsular Malaysia Sabah and Sarawak.
Measured through a robust consumer research methodology, the online survey will run for two months. Consumer responses are captured directly by research company Ipsos, with the number of respondents expected to surpass the record-breaking responses garnered in 2019.
“Today’s consumer has much to occupy the mind, with a myriad distractions, and even existential crises to cope with. Is there any room left for brands to make an impression, offer some respite, or even a solution?” asked 4As president Andrew Lee.
“By measuring consumer impression of brands, their purchase intentions, and whether they would make word-of-mouth recommendations of those brands, the Putra Brand Awards is a true reflection of brand penetration into the consumer mind, ” he added.
In addition to the awards in 23 individual categories, the event will also feature six special awards – Putra Brand of the Year, Putra Most Enterprising Brand of the Year, Putra Malaysian Marketer Award, Putra Brand Personality Award, Brand Icons, and an innovation in 2019, the Hall of Fame.
This year, to reflect upon and recognise the creative responses to the exceptionally difficult circumstances in which we find ourselves, the Putra Brand Awards board of governors would like to welcome more brands into the Hall of Fame.
This distinguished recognition was created to honour the very best of Malaysia’s favourite brands that have won their respective categories for ten successive years.
Another innovation in 2019 was the addition of a Platinum level to each award category which recognises the “best-in-class” brands, with a maximum of one Platinum award presented in each category, superseding the previous highest Gold award.
The Awards are supported by the Malaysian Advertisers Association, the Media Specialists Association, and the Malaysian Digital Association, and endorsed as “Brand Champion Partner” by Malaysia External Trade Development Corp (Matrade). The Putra Brand Awards event is targeted to be held in December this year. The Awards is organised by the 4As in collaboration with the Star Media Group.
4As, formed in 1971, is the Malaysian advertising industry’s foremost body engaged in promoting the value of advertising agencies in the Marketing Communications industry to advertisers, media, suppliers, government and the public.
The association encompasses more than 60 home-grown and international member agencies who are the key players in Malaysia’s advertising industry.