Putra Brand Awards going places
Regional road shows are being planned to boost the gateway for local marketers
THE Putra Brand Awards (PBA) 2017 – the people’s choice awards which is in its eighth year – is going places. More overseas road shows are being planned to put the awards on a higher pedestal and gain regional recognition.
The awards organising chairman Datuk Johnny Mun tells StarBizWeek that PBA is a gateway for local marketers to venture into the export market or for the existing ones which are exporting, to strengthen their brands in the international arena.
“The awards are ways to make marketers’ brands noticeable in the local market, and later regionally before going global. We work closely with the Malaysia External Trade Development Corp to promote PBA which can be seen by the latter’s participation as a permanent chair of the awards every year.
“Hopefully, we will join them in their international road shows. The Association of Accredited Advertising Agents Malaysia (4As), as the organiser of the event, has conducted overseas road shows for the PBA. We have been to China and Vietnam to share our experience on how to conduct the awards in terms of its format and methodology. We have received good response from their relevant advertising associations.
“4As is also looking into the pos- sibility of franchising the PBA to the ad associations. Our next road shows will be in Thailand and Indonesia,” says Mun, who is also 4As senior adviser.
On the awards, he says the response has been good with over 6,000 respondents selecting their choice of brands. The board of gov- ernors for the awards will conduct a meeting on Sept 26 to discuss the preliminary results. The award show will be held on Nov 2 at The Majestic Hotel in Kuala Lumpur.
He emphasises that meaningful connection must exist between a brand and a consumer.
Besides the traditional media, Mun says more marketers are placing ads digitally and using the social media to promote their brands.
“Placing of ads via the digital platform will intensify as more marketers begin to discover new ways and methods to reach their target audience. This is because it is cost effective and it serves the millennials who prefer to to shop online or view brands digitally.
Therefore, Mun says, PBA, is a “stage” where branding is core regardless of traditional and digital usage to market brands by advertisers.
On how the local ad industry is coping with global digital transformation, he says it is a phenomenon that should be embraced promptly. “Digitalisation involves relevant tools, analytics and new ways of doing things etc. It is dynamic, end- less and should be embedded in the industry,” he explains.
As for the usage of artificial intelligence (AI) in the ad industry in Malaysia, Mun says it is still at its infancy stage.
“Unlike a country that produces its own technology, Malaysia adopts a “leap frog” type of technology – it is a buyer rather than a producer of a specific technology. Many multinational corporation (MNC) agencies here buy technology tools from abroad when it comes to AI,” he says.
On building trust of a brand amid the challenging economic climate, he says that brand-building, either via digital or traditional media, is still a touch and feel thing.
For example, when buying a big ticket item, a person needs to view and feel the product before buying it. Marketers, at trying economic times, should continue to invest in a brand diligently. “When the economic tide changes for the better, the marketer will reap the benefit in terms of having his brand stand out from the crowd,” Mun stresses.
Star Media Group is the media partner of PBA 2017.
Mun: We have been to China and Vietnam to share our experience on how to conduct the awards in terms of its format and methodology.