KUALA LUMPUR: The eagerly anticipated third Putra Aria Brand Awards (PABA) 2024 recognised the country’s top marketing professionals for their business ingenuity and hard work.
As part of the Putra Brand Awards, PABA highlights the marketing fraternity by recognising branding efforts across various business segments.
There were a total of 24 categories, which included automotive, banking and property, among others. Each category was divided into gold, silver and bronze.
The awards was organised by the Association of Accredited Advertising Agents Malaysia (4As) in collaboration with Star Media Group (SMG) as the official media partner.
Winners were chosen based on over 50,000 responses from consumers collected during an online survey done in July last year.
The responses were analysed by Ipsos, a market research specialist, before winners were chosen and endorsed by the 4As board of governors last October.
No submission or entry fee was required for brands wishing to participate in the awards.
Awards organising chairman and 4As senior adviser Datuk Johnny Mun said the high number of responses showed that consumers had been paying attention to the brands and products they’ve been using.
“And they know they are key to the longevity of your brands and offerings.
“This is why it’s crucial for brands to engage with their customers and adapt to their preferences,” he said in his speech during the event.
4As Malaysia acting president Ryusuke Oda said the awards symbolised the trust cultivated between the participating brands and their customers.
“The winners were chosen based on votes, which underpins the value of the awards.
“It is proof that these brands have a significant presence among the Malaysian public.”
Malaysia External Trade Development Corp (Matrade) deputy chief executive officer (export acceleration) Abu Bakar Yusof said the awards was a celebration of Malaysia’s household brands.
Abu Bakar said the awards presented business brands with an opportunity to continuously innovate to ensure their relevance in the market.
He added that the brands, through their marketing campaigns, also raised the bar for other products and services in the country.
“Despite the challenges, these companies have persevered with their tireless marketing efforts to carve a lasting name for themselves.”
Abu Bakar said Matrade remains committed towards amplifying the reach and promotion of homegrown products at international stage.
Also present at the event was SMG chief business officer Lydia Wang.
Categories contested in the awards included apparel and accessories; automotive; automotive fuel lubricants and accessories; banking, investment and insurance; alcoholic beverages; non-alcoholic beverages; dairy beverages; cameras, IT and office equipment; communication devices, and communication networks.
The others are education and learning; foodstuff; health; household products; home improvement; media networks; entertainment; personal, household and outdoor appliances; personal care; property; retail; restaurants and fast food; transportation, travel and tourism as well as e-commerce.
