(marketing.magazine.com.my) – Maxis won two of the three Gold awards presented at the Malaysia Effie Awards 2016 with Ensemble Worldwide awarded the Agency of the Year and Maxis emerging as the Brand of the Year. The telco also won five Silver awards and four Bronze awards.
A total for 21 awards – three Gold, nine Silver, and nine Bronze – were presented at the gala awards ceremony held at KL Hilton. The ninth edition of the Malaysia Effie Awards, themed When the going gets tough, the tough get effective, drew a record 157 submissions, of which 44 were shortlisted to receive the Effie certificate. Each finalist also received Effie points that will contribute to the Global Effie Index, which ranks the respective agencies globally.
Maxis won the Gold awards in the Media Idea and Engaged Community categories. The other Gold award winner was U Mobile in the David Vs. Goliath category.
| Campaign Name | Agencies |
| The Kongsi Home Project |
– Initiative Media – Ensemble Worldwide |
| Video killed the data war |
– TBWA \ Kuala Lumpur – BPN |
| Maxis S.O.S Network For Flood Victims |
– Ogilvy & Mather Hong Kong – Mojo Films Sdn Bhd – Byrds Studio Sdn Bhd – Groundhouse Media Sdn Bhd |
Gold Winners
“Originality and the shared lessons of experience enabled the winners to forge a meaningful connection and rapport between marketing communications and commercial outcomes,” observed Dato’ Johnny Mun, President of the Association of Accredited Advertising Agents Malaysia (4As).
“As far as the Effie Awards are concerned, ‘Ideas that work’ is a truism that cannot be challenged because it measures effective campaigns, both from a creative and commercial perspective.”
Effie Awards is the only global award that recognises effective marketing campaigns that successfully provide measureable results based on specific marketing objectives.
According to Aaron Cowie, Organising Chairman of the Effie Awards 2016, this year’s theme reflects the evolving state of the marketing communications industry – the rise of new digital platforms, the emphasis on digital transformation, the cluttered media environment, and the softening economy.
“The Effie Awards is aligned to the 4As’ objective is promoting commercial creativity and its effectiveness,” said Cowie. “The magical inspiration, originating from the brand’s communications and creative agencies, is to invest and stay focused on a Big Idea.”
The Silver was presented to Carlsberg, Maxis, AIA, BRAND’s InnerShine Prune Essence, and Safi Shayla, while BSN Malaysia, Huggies, KFC, Maxis, and MILO bagged the Bronze.
| Campaign Name | Agencies |
| Health Report Card Campaign |
– Leo Burnett – Starcom Mediavest Group |
| STOP THE WILD GOOSE CHASE FOR THE IPHONE 6S |
– Maxis – Superwonderful Films – APD Kuala Lumpur – Mindshare Malaysia |
| Carlsberg Beer Taster – Probably The Best Job In The World |
– Leo Burnett Malaysia – OMD Malaysia |
| Zerolution: Turning Smartphone Zeroes into Heros |
– Leo Burnett – APD Kuala Lumpur – Mindshare Malaysia |
| Maxperts – Don’t Brand the Product, Brand the Experience |
– Leo Burnett – APD Kuala Lumpur – Initiative Media – Fishermen Intergrated – Frame Motion Studio Sdn Bhd |
| Maxis Safe Mode |
– Ensemble Worldwide – Mindshare |
| I Am Not Just A Tudung Wearer |
– Ignite Sdn Bhd – Carat Media |
| Nak Lawa, Kenalah Melabur |
– TBWA \ Kuala Lumpur – Planet Films – ImageRom – Starcom Mediavest |
| The Kongsi Home Project |
– Initiative Media – Ensemble Worldwide |
Silver Winners
“Consumers are fatigued by hollow claims,” remarked Cowie. “This is truly a revolution of our times. We need to re-direct our thinking to address new ways in which consumers connect with a brand, product, service, or even a company.
| Campaign Name | Agencies |
| Maxis S.O.S Network For Flood Victims |
– Ogilvy & Mather Hong Kong – Mojo Films Sdn Bhd – Byrds Studio Sdn Bhd – Groundhouse Media Sdn Bhd |
| KFC Hot & Cheezy Burger |
– Ensemble Worldwide – Universal McCann – Rally Worldwide – Google Malaysia |
| Maxis Safe Mode |
– Ensemble Worldwide – Mindshare |
| #LifeAtMaxis Employer Branding |
– APD Kuala Lumpur – Sotong Potong – Ensemble |
| MILO Champions Never Give Up “Takkan Gentar” |
– Ogilvy Malaysia – Astro Entertainment Sdn Bhd – Mindshare Malaysia |
| New Ways Of Working |
– Initiative Media – Ensemble Worldwide – Leo Burnett |
| Sound of Comfort |
– Ogilvy & Mather Malaysia – Mindshare |
| MILO Podium |
– Ogilvy Malaysia – Mindshare |
| BSN Pengacau Raya |
– Fishermen Integrated – Reservoir |
Bronze WInners
“At the heart of this heady mix is the creative component, one which works on multiple fronts – brand recall, sales, real value, and consumer satisfaction. The Effie Awards recognises Big Ideas, and work that generates tangible results.”
The Effie Awards is part of a globally recognised awards programme to reward the most effective marketing and advertising campaigns. The Effie Awards runs in over 40 countries across five continents.
The 4As is the franchise holder and main organiser of the Malaysia Effie Awards and is supported by the Malaysian Advertisers Association (MAA) and the Media Specialists Association (MSA), and endorsed by MATRADE.
Will you Sink or Swim in 2017?
Back in its 12th year, the Malaysian Media Conference is set to take a deep dive into the world of DATALYTICS!
From understanding data touchpoints and improving customer experience to how brands and agencies can fuse data with their creative executions.
Look forward to a full day of case studies and real-market experiences from the following speakers:
• Linda Hassan, Head of Marketing – Domino’s Pizza Malaysia & Singapore
• Rahul Thappa, Vice President of Data Analytics, Astro
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• Chan Woei Hern, Executive Creative Director, EnsembleWW
• Bala Pomaleh, CEO, IPG Mediabrands
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Those are just the tip of the iceberg, on the MMC stage, you will also hear latest innovations from Twitter, Unilever and more!
Download the full programme here
Date: 14 November 2016
Time: 08:30am – 06:00pm
Venue: The Grand Ballroom, Sime Darby Convention Centre Bukit Kiara
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