KUALA LUMPUR, MALAYSIA — IPG Mediabrands agencies MBCS, the media-fuelled creative content practice, and Initiative, the culturally-driven media agency, have cumulatively attained the highest total points at the 2024 Malaysian Effie Awards.
Collectively as a network, IPG Mediabrands topped the tables with a total of 127 points.
MBCS, ranked #3 on the table with 83 points, taking home five silver and three bronze across work for clients Pizza Hut and U Mobile. Initiative, ranked #5 on the table with 44 points, bagging two silver and two bronze with client U Mobile.
IPG Mediabrands, Bala Pomaleh
Speaking about this accomplishment, Chief Executive Officer of IPG Mediabrands Bala Pomaleh said, “As a network, our agencies have conjointly proved themselves. Winning any metal at the Effie Awards is a truly amazing feat as the quality of judging is high and extremely selective. To bring home a big haul like this is a testament to the collaboration with our clients and dedication of all our people, and we’re excited to celebrate these milestones.”
Officer of MBCS
Stanley Clement, Chief Executive Officer of MBCS, said, “This was an incredible performance for us, narrowly missing out on the AOTY by a mere five points. It’s not just about solutions, but about unearthing the unconventional to bring about effectiveness. And you can see this in the results we achieved at the Effies. This is only possible when clients have the belief in what we’re doing as an agency. Belief in our philosophies, in our passion and in our purpose. This type of solid partnership brings about the endless possibilities that truly drives great work.”
MBCS took home two Silvers for “Pizza Hut Collaborates with Gen Z to create their perfect Pizza,” across the Product Innovation and Industry – New Product, Line Extension categories. MBCS also took home a Silver and a Bronze for “From virtual game food to real life adventure: Pizza Hut wins big with Genshin Impact,” across Engaged Community – Products and the Experiential Marketing categories.
Together with Initiative, both agencies picked up a Silver and Bronze for “U Mobile bangkit, capturing the hearts of East Malaysians,” across the Engaged Community – Services and Multicultural – Services categories. Similarly, across the Small Budget – Services and Brand Content & Entertainment – Services categories, the agencies picked up a Silver and Bronze respectively for “People not performance – Humanizing U Mobile’s 5G network.”
Officer of Initiative
Darren Yuen, Chief Executive Officer of Initiative, said, “We’re thrilled to celebrate these wins with our sister agency MBCS, and client U Mobile. Since expanding our remit, we have worked consistently to deliver creative, measurable results in an ever-evolving landscape. Together, we have strived to keep learning together and the team have demonstrated their ability to leverage creativity and strategic thinking to achieve impactful outcomes for clients. We are truly thankful for this inter-agency/client partnership and look forward to achieving more great things together.”
2024 Effie Awards Malaysia are organized by the 4As and supported by the Malaysian Advertisers Association (MAA), Media Specialists Association (MSA), and Malaysian Digital Association (MDA) in partnership with the Malaysia External Trade Development Corporation (MATRADE). This year marks its 16th edition, with the theme “Make Malaysia Move.”
