IT WAS once again a glitzy soiree celebrating Malaysia’s favourite brands at the 10th Putra Brand Awards 2019 gala night that saw two inaugural accolades — the platinum award and Hall of Fame recognition.
Also known as the People’s Choice Awards, the gala night at Majestic Hotel Kuala Lumpur saw 160 trophies presented across 23 categories. The annual event was to honour Malaysia’s best brands in their respective fields as voted by the public.
The 10th edition of the Putra Brand Awards saw Uniqlo, Toyota, Petronas, Maybank, Heineken, Yakult, Milo, Samsung, Maxis, Taylor’s University, Golden Screen Cinemas, Gardenia, Dettol, Ikea, Top, Astro, Colgate, Panasonic, IJM Land, McDonald’s, Watsons and Malaysia Airlines (MAS) win the platinum awards.
Samsung won two platinum awards for the categories of Cameras, IT and Office & Business Equipment as well as Communication Devices.
There were 23 platinum, 32 gold, 39 silver and 55 bronze awards presented.
Seven brands — Astro, Colgate, Gardenia, Maybank, Maxis, Petronas and Taylor’s University — were given the Hall of Fame awards for winning in their respective categories for 10 consecutive years.
Astro also bagged the Putra Brand of the Year award.
The night’s other special awards went to Pensonic for Putra Most Enterprising Brand of the Year, Sunway Group for Putra Marketer of the Year, and Padini Holdings founder and managing director Yong Pang Chaun for Putra Personality Award.
The gold award winners were Bata, Honda, Perodua, Shell, CIMB, Visa, Guinness, Tiger Beer, Dutch Lady, Vitagen, 100 Plus, Panasonic, Sony, Huawei, Celcom, TM, Sunway University, TGV Cinemas, KitKat, Maggi, Panadol, Energizer, Sunlight, TV3, Dettol, Samsung, Sime Darby Property, SP Setia, KFC, 7-Eleven, Aeon and AirAsia.
Star Media Group won the silver trophy in the Media Networks category.
The Association of Accredited Advertising Agents Malaysia (4As) president Andrew Lee said in the past decade, the industry saw major changes in consumer purchasing behaviour and through the impact of technology with the rise of new platforms as well as data collection and analysis.
“Today, people want purpose-driven brands and aspire to connect with them, but only 23% of the brands in the marketplace had a purpose.
“Tonight’s winners have delivered meaningful content that inspires, educates, informs, entertains, and rewards because there is a 72% correlation between content effectiveness and the brand’s impact on personal well-being.
“4As Malaysia sees this as a continuous undertaking with a committed and concerted effort towards sustaining brand fidelity, ” said Lee.
Putra Brand Awards 2019 organising chairman Datuk Johnny Mun said they initially targeted 6,000 respondents for the research, but this year, they attracted more than 8,000 unique respondents that resulted in 28,000 responses.
“The 30% increase reaffirms that consumers today want to have a say in voting for the brands that are relatable to them, ” said Mun, adding that they introduced the Platinum awards to allow smaller brand builders the chance to be on the pedestal while the brands in the Hall of Fame celebrated those at the top of their class since the first year of the awards.
Matrade deputy chief executive officer (exporters development) Sharimahton Mat Saleh said Matrade remained committed to supporting the Putra Brand Awards as it was in line with their mission to champion the growth of local brands.
The Putra Brand Awards was launched in 2010 by the Association of Accredited Advertising Agents (4As) Malaysia, and is supported by the Malaysian Advertisers Association, the Media Specialists Association and the Malaysian Digital Association.
Star Media Group was the media partner of the Putra Brand Awards 2019.