Two Malaysian agencies, FCB Malaysia and Edelman Malaysia have made a mark in the global marketing industry by winning three awards at the 33rd Marketing Agencies Association Worldwide 2019 GLOBES.
FCB Malaysia was awarded a Gold Award for the Best Entertainment Campaign in the World and a Silver Award in the Best Marketing Discipline Campaign Category for their multi-award winning e-MYpadang Campaign for Nivea Men.
Nivea men’s original and long-running e-MYpadang is widely considered as Malaysia’s most effective & successful football sports marketing campaign. For this iteration, FCB Malaysia was tasked to create a wider audience, maximising brand reach and engagement.
A tie-in with EA Sport’s FIFA Online 3 moved the playing fields from physical to digital. e-MYpadang could now provide a content rich environment to engage players with the Nivea Brand.
The e-MYpadang campaign included location-based banners & responsive messaging, action videos, gaming tips and tricks, interactions with top e-gamers and on-ground competitions and skin care workshops, generating unprecedented brand growth and market share. It is also Malaysia’s first e-Sports grooming programme.
When asked about the campaign’s success, Shaun Tay Co-owner and CEO of FCB Malaysia highlighted his agency’s prowess in creating long term creative platforms. “The strength of a concept should be measured by
its longevity and ability to consistently evolve with its audience,” he said.
For Edelman Malaysia on the other hand, what started in 2019 as a social brand purpose initiative with DL Studio in the form of Sensory Photography platform – an initiative envisioned to empower the visually impaired,
with the opportunity to learn a new life skill – has won a Silver award for the category of Best Cause, Charity Marketing or Public Sector Campaign.
This is another first for Malaysia in the category of Social Do Good.
Commenting on the win, Mazuin Zin, MD Edelman Malaysia shared that Edelman continues to believe people trust a brand, when it walks the talk on its brand purpose.
“We have only DL Studio and Malaysia Association of Blind to thank for giving us this opportunity,” Mazuin said.
“The work that roared at Dragons of Asia has now made Malaysia proud on one of the most respected stages and we are truly humbled by this global applause.”
The prestigious MAA GLOBES continues to remain the elite results driven global award programme backed by the revered Marketing Agencies Association Worldwide. The award represents best in class results oriented work from across the world which would have won at various regional stages, like the prestigious Dragons of Asia for APAC region.
As per WARC the MAA Worldwide GLOBES are positioned alongside prestigious global effectiveness awards, such as the Cannes Lions, the IPA Effectiveness Awards, the Dragons of Asia and the Effie. And what makes the award unique is the judging process of each entry is separately judged and scored by four different juries.And the winning campaign needs to reflect the highest industry standards of strategic relevance, originality, creative execution and effectiveness.
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