APPIES Malaysia 2025: Defining A Decade of Marketing Milestones

For a decade, the APPIES Malaysia has been more than just a marketing show.

It has been the battleground of bold ideas, the launchpad for legends, and the only event in Malaysia where live presentations meet live judging.

One month ago, 143 submissions were presented to 24 senior marketers over two days of vigorous judging.

From daring pivots to hyperlocal insights, hundreds of real marketing campaigns were laid bare by the people who made them.

The competition in the air was palpable.

This year wasn’t just about the metal. This year was about claiming a slice of history.

As the curtains rose on the 10th APPIES Awards Night on the 8th of August at Eastin Hotel Kuala Lumpur, the place was bubbling with anticipation.

The hallways stirred alive with chatter as industry veterans reunited with long-time friends, while bright-eyed juniors eyed their surroundings with quiet awe.

In 2016, the APPIES Malaysia began its legacy right here.

A total of 36 submissions were shortlisted with 16 awards given out to the best campaigns of the year.

Fast forward to 2025, a total of 143 campaigns were shortlisted, with 45 campaigns beating out the competition to claim a coveted metal.

In his opening address, Professor Harmandar Singh a.k.a. Ham, President of APPIES Malaysia and CEO of MARKETING Magazine, reminisced on the early days of the APPIES.

From a marketing festival that began in Singapore, MARKETING Magazine took on its legacy from the Association of Advertising & Marketing Singapore and brought it to Malaysian shores.

Ten years on, the show continues to expand and evolve. This year introduced its first digital archive, a microsite that chronicles over 200 brilliant award-winning campaigns from the past decade.

This year also introduced a record-breaking 22 award categories, not including 10 special awards highlighting the best advertising agencies, media agencies, marketers and presenters of the decade.

In spite of the glitz, the APPIES Malaysia never lost sight of its heart.

Fondly dubbed the “TEDx of Marketing”, the festival remains a cross junction where creativity, strategy, and innovation intersect.

It presents great campaigns told by the marketers and advertisers who worked directly on them, judged by an A-list of who’s who in the industry.

A decade later, he is proud to say the event remains one-of-a-kind.

Ampersand Advisory, Malaysia’s biggest independent media agency, emerged as the overwhelming victors of the night with 8 Gold, 5 Silver, and 4 Bronze awards.

Their outstanding marketing work for Alliance Bank, Etika Group of Companies, and Ace Canning Corporation Sdn Bhd also earned them the title of Media Agency of the Year.

Mediabrands Content Studio were up next with 3 Gold and 2 Silver awards, bagging them the title of Advertising Agency of the Year for their work with Wipro Unza (Malaysia) Sdn Bhd.

Both Wipro Unza (Malaysia) Sdn Bhd and Etika Group of Companies came out on top together, as they earned the well-deserved title of Marketer of the Year.

Honouring the frontliners of the APPIES Malaysia, special awards went out to the presenters who bravely defended their campaigns in front of our judges.

The Rising Star Presenter of the Year, awarded to presenters under 30, was won by Aaron Levi from Trapper Media Services for the campaign “There’s No Stopping the Game: Netflix’s Squid Game Returns to Malaysia for Season 2”.

The Trailblazing Presenter of the Year, awarded to presenters above 30, was won by Melvyn Lim from CelcomDigi for the campaign “CelcomDigi x SRG – Turning Disruption into Influence”.

The 10th APPIES Awards Night wasn’t just about this year’s champions. It was also a moment to recognise those who have defined an entire decade of marketing excellence.

Taking home the Advertising Agency of the Decade titles were ensemble worldwide., Leo Burnett, and Fishermen Integrated.

These three creative powerhouses have shaped Malaysia’s advertising landscape over the past ten years with their bold campaigns and relentless innovation.

On the media side, Ampersand Advisory and Astro Media Solutions were crowned Media Agency of the Decade, cementing their reputation for delivering precision and impact year after year.

Besides sharing the Marketer of the Year title, Etika Group of Companies and Wipro Unza (Malaysia) Sdn Bhd shared the honour of Marketer of the Decade.

This is a testament to their sustained ability to connect with customers, evolve with changing market dynamics, and set new industry benchmarks.

The ensemble worldwide. winning streak didn’t end there. Stanley Clement, CEO of Mediabrands Content Studio and ensemble worldwide., took home the Presenter of the Decade award for his track record of captivating APPIES audiences.

In a moment of heartfelt tribute, the first ever APPIES Legacy award was presented to Adam Wee Abdullah, Advisor to the APPIES Malaysia, whose decade-long contributions have been instrumental in shaping the show into the institution it is today.

As the night drew to a close, one thing was clear: The APPIES Malaysia is no longer just a competition.

It’s a living record of the community, ideas, and campaigns that have defined Malaysian marketing over the past decade, with its next chapter already waiting to be written.

View the 10th APPIES Awards Night gallery here.