KUALA LUMPUR: The Putra Brand Awards, organised by the Association of Accredited Advertising Agents Malaysia (4As), celebrated its 12th edition recently by presenting 162 awards in 24 categories to 156 of Malaysians’ favourite brands.
A new category for eCommerce was included this year to reflect the growing sector, marked by the digitalisation trend amid lockdown restrictions as a result of Covid-19, for brands that operate and have offices in Malaysia.
With over 11,000 consumer responses for 336 brands, the results were compiled by IPSOS, one of the largest global research agencies with over 16,000 staff in 88 countries, and certified by the Board of Governors, chaired by Malaysia External Trade Development Corp (Matrade).
Also known as the People’s Choice Awards, the Putra Brand Awards presented 24 Platinum, 33 Gold, 50 Silver and 55 Bronze awards, as well as five special awards.
The Platinum awards were given to Nike, Toyota, Shell, Carlsberg, Milo, Farm Fresh, Maxis, Universiti Kuala Lumpur, Maybank, Gardenia, Panadol, Top, Ikea, Astro, Golden Screen Cinemas, Dettol, UEM Sunrise, Guardian, McDonald’s, Malaysia Airlines and Samsung which won in three categories, while Shopee won for the new e-commerce category.
A further four special awards were presented to:
> Farm Fresh for “Putra Most Enterprising Brand of the Year”
> Tan Sri Yong Poh Kon of Royal Selangor for “Putra Brand Personality Award”
> Milo Marketing Team for “Putra Malaysian Marketer of the Year”
> Samsung for “Putra Brand of the Year”.
Toyota, Milo and Samsung were inducted to the Putra Hall of Fame, an accolade that was introduced in 2019 for brands that have won their respective categories over 10 successive years.
“Putra Most Enterprising Brand of the Year” reflects outstanding achievements in developing a brand that has made strong inroads into the international market via product or service innovation, is committed to comprehensive marketing and communications programmes and demonstrates a strong corporate social responsibility (CSR) commitment.
“Putra Brand Personality Award” celebrates an outstanding individual with creativity, perseverance and persuasion.
“Putra Malaysian Marketer of the Year” recognises a company, team or individual exhibiting overall excellence in marketing, innovation and creativity in brand building while challenging conventional strategies in the product sector.
Lastly, “Putra Brand of the Year” is presented to the brand that best exemplifies continuous product innovation, commitment to brand building via communication and exhibits a strong sense of CSR.
Following the calibrated reopening of the economy, the annual gala event, which adhered to strict standard operating procedures, saw over 500 attendees in a celebratory mood at the Majestic Hotel, Kuala Lumpur.
“The growth in retailers embracing online sales platforms in the past few years has been bolstered by the shift in business owners wishing to tap into online revenue streams amidst offline chaos, with e-commerce becoming a critical part of our daily lives,” said Datuk Johnny Mun, senior adviser to the 4As and organising chairman of the Putra Brand Awards 2021.
“The vote to reveal the hero brands among us is a call to consumers to select brands they feel have stood with them through this difficult period, through thick and thin in overcoming adversity,” added Mun.
Andrew Lee, 4As president, said: “This installation of the Putra Brand Awards is special as this year marks the 50th year of the 4As in Malaysia – 50 years of generating impact through organising and promoting several annual awards for the industry to continually raise the bar and as a tangible measure of the power of the industry to reach the hearts and minds of the consumer.”
“Awards such as the Putra Brand Awards reflect our belief that in a world of product parity, the last unfair advantage a brand can have is the power of a high value idea.
“This keeps being proven true, time and time again, when you examine every brand that became a market leader by winning over their consumers’ loyalty through creativity and persistence, shaping consumer perceptions and behaviour towards the advertised brand,” Lee added.
He said for brands to continue to remain relevant, they need to celebrate human connections with purpose and cater to consumers in the new normal, finding a balance between the rational and the emotional.
“The 4As will continue to nurture the conditions that allow such creativity to thrive and flourish,” he added.
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 Malaysian Digital Association and the Media Specialists Association, and endorsed by “Brand Champion Partner” Matrade.