KUALA LUMPUR, MALAYSIA — Celebrating trusted brands that stand the test of time, the Putra Brand Awards is returning in 2021 for its 12th edition.
The Putra Brand Awards were created in 2010 by the Association of Accredited Advertising Agents (4As) Malaysia in association with Malaysia’s Most Valuable Brands (MMVB), to provide marketers with a platform upon which to assess their brand effectiveness.
Also known as the “People’s Choice Awards”, the Awards this year will connect with consumers through 25 media outlets, across the spectrum of print, digital, outdoor, online, and broadcast, in both Peninsular and East Malaysia.
“Notwithstanding the many challenges brought on by the pandemic in 2020, there was an enthusiastic response from members of the public participating in the previous edition of the Putra Brand Awards,” said Dato’ Johnny Mun, Senior Adviser to the 4As and Organising Chairman of the Putra Brand Awards 2021. “The results of these ‘money-cannot-buy’ Awards are a resounding testament to consumer choice and brand awareness and a clear indication that brands should continue to invest in maintaining the conversation with consumers.”
“In its twelfth year, the Putra Brand Awards is introducing a new category for e-commerce brands that operate in Malaysia, a segment that had already been flourishing prior to the pandemic,” added Dato’ Mun. “With the implementation of Work-from-Home and the extended lockdown, consumers have become intimately familiar with e-commerce, as the segment has grown exponentially in the past 18 months.”
Measured through a robust consumer research methodology, the online survey will commence in early August. Consumer responses will be captured directly by research company Ipsos, with the number of respondents expected to surpass the nearly 6,000 consumers who placed over 18,000 votes for 400 of their favourite brands in 23 individual categories during the 2020 edition.
In addition to the individual categories, the Putra Brand Awards also features six special awards – Putra Brand of the Year, Putra Most Enterprising Brand of the Year, Putra Malaysian Marketer Award, Putra Brand Personality Award, Brand Icons, and the Hall of Fame. This last, distinguished recognition was created to honour the very best of Malaysia’s favourite brands that have won their respective categories for ten successive years.
“As the pandemic stretches into a second year and we await the reopening of different sectors of the economy, consumer behaviour has changed markedly, with online retail platforms and content consumption growing tremendously,” said 4As President, Andrew Lee.
“Brands have to creatively connect with consumers across these platforms and traditional media outlets while considering their tone and messaging, and communicating their values. Consumers also expect brands to play their part and help them in their daily lives, without exploiting the situation. Brands that have the wherewithal to find this balance, while persevering through the challenging economic environment, will be the ones that find enduring success,” added Mr. Lee.
The Putra Brand Awards are supported by the Malaysian Advertisers Association, the Media Specialists Association, and the Malaysian Digital Association, and endorsed as “Brand Champion Partner” by Malaysia External Trade Development Corporation (MATRADE).
The Putra Brand Awards event is targeted to be held in November 2021.
