Pu­tra Brand Awards go­ing places

Re­gional road shows are be­ing planned to boost the gate­way for lo­cal mar­keters

The Star Malaysia - StarBiz - - Billings - By DALJIT DH­ESI daljit@thes­tar.com.my

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.

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