Message from
IT is truly heartening to see the Putra Brand Awards show have grown from its humble beginnings since its inception in 2010.
Over these last 10 years, the awards have grown in stature, more than capable of rivalling even the best brand shows in the world.
In Asia at least, where a brand award show backed by such robust research data is certainly a rarity.
Working with international research specialists Ipsos, this year saw an overwhelming participation of 8,000 plus unique respondents with over 28,000 responses to the survey. This represented a 30% increase from the previous year.
This response affirms that consumers today want to have a say in voting for brands that are relatable to them. Hence, the importance of consistent and relevant communications across all media touch points.
The intent of the Putra Brand Awards has not changed nor wavered from its inception. It was apparent that marketers had no avenues or yardsticks to measure their brand success.
Realising this void, the 4As took up the challenge to fund, conduct and act as the conduit – the bridge between brands and consumers.
In commemoration of its 10th anniversary, we see the introduction of two new awards to spice up the show.
First, the category topping Platinum award which will be awarded to best in class for each category. This introduction is designed to allow the smaller brands a chance to win.
The Hall of Fame is a milestone award introduced to recognise brands that have topped their categories from year one of the award show. There are seven inductees to the Putra Hall of Fame this year.
Plans are in the pipeline working in conjunction with Matrade for these Hall of Fame brands to share their invaluable experiences on secrets to staying on top of the game.
As for the future, the success of the Putra Brand Awards has not gone unnoticed by our Asean neighbours.
The 4As have received numerous enquiries from our counterparts in Thailand, Philippines Singapore, Indonesia and Vietnam.
We have challenged ourselves to make a concerted effort to woo them into the Putra fold and hopefully one day in the not too far future, we will have the Asean or even Asian Putra Brand Awards show.
For now, kudos to all of this year’s winners.