(Marketingmagazine.com.my) - Dentsu Utama made history last Friday when it was crowned Agency of the Year at the 2015 Kancil Awards, hailed as Malaysia's largest, most prestigious advertising awards.
The Dentsu Aegis Network-owned creative agency snatched up a massive 79 awards (12 silvers, 64 bronzes and 3 merits) across various categories in the annual event that underscores the industry’s endorsement of the highest standards of creativity.
“We are thrilled to be bestowed the sought-after Agency of the Year title. We live and breathe our mantra of ‘Creativity or Nothing’, and that has inherently manifested in all our creative work for our clients. This distinguished recognition is truly an honour that will fuel our passion in delivering more creative excellence going into 2016,” said Chow Kok Keong, Executive Creative Director, Dentsu Utama.
The creative agency’s award-winning Anti-Poaching Awareness Campaign for WWF (World Wide Fund for Nature) Indonesia took the limelight with numerous prizes for its print and outdoor work that aimed to create awareness on the declining number of critically endangered animal species due to animal poaching. The clever use of circles and geometry created images of some critically endangered animals, and then lines were added to the circles forming crosshairs to represent mass animal poaching.
Another showcase of creative brilliance was its campaign for Uyee Chinese Medicine Company, who wanted to make its Chinese medicated liniment with a 70-year brand history, appealing to the younger generation. The Mission-Impossible brief was answered with a ‘Skateboard Poster’ solution, where fusion-design skateboards were turned into posters, demonstrating the agency’s creative capability in marrying the innovative use of media with beautiful graphic work.
Omar Shaari, Chief Executive Officer, Dentsu Utama chimed in, “Ultimately it’s all about innovating the way brands are built for our clients and helping their brands to succeed. Never forget, we are consumers too. And like you, we’re barraged with marketing messages every second of the day, even when we’re asleep. So how can you stand out in such clutter? We believe there is a way to engage consumers differently. We call it the Dentsu Utama Way. This accolade will only spur and fire us up to do more for our clients."
Organised by the Association of Accredited Advertising Agents Malaysia (4As), a total of 916 entries were received from 4As member agencies this year, with 19 entry categories up for contention. Dentsu Utama recorded scores of wins in the Print, Outdoor, Design, Direct, Promo & Activation, Mobile, Innovation, Best Use of Media and Innovation entry categories.