PETALING JAYA: Following the launch of the 11th installation of the Putra Brand Awards earlier this year, nearly 6,000 consumers have placed over 18,000 votes for 400 of their favourite brands.
The results would be announced on Feb 5,2021, with a total of 135 awards to be presented.
With 23 participating publishers and one out-of-home digital screen partner connecting with consumers and directing them to participate, all votes were collated and measured through a robust consumer research methodology centred on Awareness (consumers’ familiarity with the brands), Impression (what they think of the brands), Intent (how likely they are to buy the brands), and Advocacy (how likely they are to recommend the brands to friends and family).
Certified by IPSOS, one of the largest global research agencies with over 16,000 employees in 88 countries, the results were reviewed and endorsed at a meeting of the Putra Brand Awards Board of Governors on Dec 17.
The meeting was chaired by Datuk Aureen Jean Nonis, senior director, strategic planning division, Malaysia External Trade Development Corp (Matrade), and attended by organising chairman Datuk Johnny Mun, Association of Accredited Advertising Agents (4As) senior adviser and council member, vice-organising chairman Ryusuke Oda, 4As council member, as well as board members Andrew Lee, president, 4As, Ching Chun Keat, executive director.
Others who attended included The Sun Media Corp, Henry Tan, Group chief executive office, Measat Broadcast Network Systems (Astro), Kadri Taib, president, Malaysian Advertisers Association, Datuk Khairul Anwar Salleh, chief executive office, Media Prima Television Networks, Nicholas Sagau Tony Ngimat, president, Malaysian Digital Association, Chanchal Chakrabarty, president, Media Specialists Association, and Arun Menon, managing director, IPSOS.
Also known as the “People’s Choice Awards”, this year’s iteration of the awards would see the winners announced via the major press outlets on Feb 5,2021, instead of the grand gala events of previous years with 1,000 or more attendees.
“Given the current situation in Malaysia, we felt that not holding a large gathering was the responsible thing to do, ”
“Despite this, it has been very heartening to see the robust response from members of the public participating in these ‘money-cannot-buy’ awards, which is a resounding testament to consumer choice and brand awareness, ” said Mun, senior adviser to the 4As and organising chairman of the Putra Brand Awards 2020.
“As consumer behaviour has changed, and will continue to change, in response to the economic upheaval brought about by the Covid-19 pandemic, so too will brands have to learn to evolve and adapt if they want to survive in the coming decade.
“Amid this chaos, there is opportunity, and brands will have to be very aware of their relationship with their consumers to make the most of it.
“The Putra Brand Awards continues to prove itself as a valuable and definitive measure of that consumer-brand relationship, ” added Andrew Lee, 4As President.
The Putra Brand Awards are organised by the 4As, and supported by the Malaysian Advertisers Association, the Media Specialists Association, and the Malaysian Digital Association, and endorsed by “Brand Champion
Partner” Matrade. 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 50 home-grown and international member agencies who are the key players in Malaysia’s advertising industry.
It helps grow the business of the member agencies and advance individual careers through the provision of professional development services, industry awards, advocacy and support.