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Initiative including BPN retains its position as the leading media agency in Malaysia on RECMA’s latest qualitative evaluation, the only agency in the country to score a Dominant profile for five consecutive reports. With sister agency UM at the number two spot, IPG Mediabrands has remained the top agency group for the last seven years.

Agency rankings are based on 18 criteria, with the qualitative scores tabulated to give a profile ranging across the following levels – Dominant, High, Very Good, Good, Average and Emerging. This edition of the Qualitative evaluation features 15 agencies in Malaysia and stands as a key tool to assess competition on a local basis.

Darren Yuen, Chief Executive Officer of Initiative said, “This dominant position is driven by our dedicated team who have worked consistently over the past few years to build enhanced analytics, martech, content and consultancy services for our clients.

This has helped us drive positive momentum across pitches and new business, and we have steadily grown our resources, upskilling digitally to keep fostering this spirit of cultural disruption. Together, we’ve rewritten the rules of engagement, adapting with agility to the ever-evolving digital landscape, and we’re excited for what’s next.”

Alongside, Initiative recently picked up a Gold in the Brand Content & Entertainment – Products category at the Malaysian Effie Awards 2023 for the campaign ‘From Unlimited to Unbeatable’ for client U Mobile.

Darren added, “Winning one of only three Gold Effie awarded for the night is not just a recognition of our agency’s accomplishments, it’s a celebration of our relentless pursuit of excellence. It’s a reminder that when passion meets precision, there’s no limit to what we can achieve with our clients.

This golden accolade with U Mobile is a testament to a strong agency-client collaboration, showing their unyielding focus on delivering measurable results. We’re proud and excited to keep this trajectory as we look forward to growing the relationship together.”

RECMA is an independent media research company that publishes a wide range of media agency notation reports on a global scale. RECMA further provides strategic intelligence reference tools that help the top 500 global advertisers in their decision-making and agency sourcing, collecting and analysing data from more than 1400 media agencies in 90 countries. More details on RECMA can be found here:

The Effie Awards Malaysia is organised by the 4As and supported by the Malaysian Advertisers Association (MAA) and Media Specialists Association (MSA), in association with the Malaysia External Trade Development Corporation (MATRADE). Now in its 15th edition, this year’s awards theme was “To the Uncharted”.

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