Maxis and Mudah.my shine at Effie Malaysia 2017

(From left] Tai Kam Leong, Maxis Berhad Head of Branding and Partnership; Aaron Cowie, Malaysia EFFIE Awards 2017 Organising Chairman and 4As Vice President; Gaurav Bhasin, Mudah.my CEO; and Andrew Pinto, Mudah.my Head of Marketing.

Maxis and Mudah.my, were the Gold award winners and also winners of the Brand of the Year at the Malaysia EFFIE Awards 2017, held last week.
Maxis won the Gold award for its ‘Touch a Light, Change a Life’ campaign, created by Leo Burnett, in the Efforts for Good category.

Mudah.my won the Gold award for its ‘Ho Ee Ki’ campaign, created by Isobar Malaysia, in the Internet Services, Telco Products and Services category.

For the second consecutive year, Ensemble Worldwide was awarded the Agency of the Year, primarily for its work on the Maxis and Nippon Pylox brands. Apart from winning the Gold award, Mudah.my also won three Silver awards while Maxis won three Bronze awards.

A total of 21 awards – two Gold, six Silver, and 13 Bronze – were presented at the gala awards ceremony held at KL Hilton on 30 November.

Themed The Only Game that Matters: Precision in Aim. Effectiveness in Results, the tenth edition of the Malaysia EFFIE Awards, attracted 157 submissions, of which 36 were shortlisted to receive the EFFIE certificate.

“In a fresh spin for effectiveness, brands gained more coverage, were better understood, and more readily accepted by consumers when their campaigns were presented in a way that engaged the audience in an active relationship,” said Aaron Cowie, Organising Chairman of the Malaysia EFFIE Awards 2017.
4As president Andrew Lee observes that in today’s world, populated by an expansive range of media options and social platforms, clients expect and demand accountability for every Ringgit spent, “A campaign strategy must maximise its potential in many different ways and exemplified through convergence to elicit decisive results. Making that vital connection with consumers must serve as a key differentiator.”

“The outstanding campaigns this year considered every step in a brand’s exposure to its consumer and how it fit with its environment,” added Aaron. “With a carefully constructed execution plan, this year’s winning brands, regardless of size and market share, achieved an effective rating based on a unified creative idea.”
The EFFIE Silver award was presented to Mudah.my (three awards), Nippon Pylox, Dairy Champ, and Protect and Save the Children, the latter in the Efforts for Good – Non-Profit category.
The EFFIE Bronze winners were Wonda, Shell Select, Nestle Omega Plus, United Nations High Commission for Refugees, Protect and Save the Children, KFC, Grab, and three awards each for Nippon Pylox and Maxis.

Gold Winners

Silver Winners

Bronze Winners

Finalists

AGENCY OF THE YEAR:
ENSEMBLE WORLDWIDE

BRAND OF THE YEAR:
MAXIS

BRAND OF THE YEAR:
MUDAH.MY