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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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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