KUALA LUMPUR: Leo Burnett Malaysia took centre stage when it bagged the Agency of the Year award at the recent Kancil Awards 2017, Malaysia’s most prestigious creative excellence awards competition.
Competing with 20 shortlisted agencies this year, Leo Burnett accumulated a total of 499 points and took home one gold, 15 silver, 35 bronze and 37 merit awards at the event.
Naga DDB Tribal was the first runner-up with two gold, five silver, 11 bronze and 19 merit, bringing its total points to 218.
The Kancil Awards saw 111 awards presented this time around.
The awards are aimed at celebrating creativity that enhances the relationship between brands and consumers by recognising the agencies’ problem-solving skill showcased through advertising campaigns.
Themed “Evolve or Die”, the redesigned Kancil Awards reflect the changing landscape of the advertising industry.
More than 600 people from various agencies attended the event that was filled with colour and creativity at the Majestic Hotel here.
The event took a break for the first time in 20 years last year in efforts to revamp and redesign the awards.
Association of Accredited Advertising Agents Malaysia (4As) president Datuk Johnny Mun said the 4As council decided to take a bold and unprecedented move to skip the perennial celebration last year.
“The reason is to explore areas of improving the awards and to revitalise it. Ultimately, it is to make the awards more inclusive and relevant,” Mun said in his opening speech.
The categories were redesigned into four main categories – Business, Craft, Channel and Specialisation – to reflect the entire creative process and ecosystem.
The Kancil Awards attracted a sizeable number of entries this year, especially in the business, effective channel and targeting, and craft categories.
Other notable awards presented included the Golden Kancil, which was secured by Isobar Malaysia for its HoEeKi campaign for Mudah, an online retail platform.
The Advertiser of The Year awards went to Protect and Save The Children Association.
The Young Kancil award was clinched by Cassie Ng and Nicole Sue Tan from Y&R Malaysia.