Maxis and Ensem­ble dom­i­nate 2016 Effies

The Sun (Malaysia) - - MEDIA & MARKETING -

THE 2016 Malaysia Effie Awards, driven by the theme “When the go­ing gets tough, the tough get ef­fec­tive”, re­ceived a record num­ber of 157 sub­mis­sions. Of these, 44 were short­listed to re­ceive the Effie cer­tifi­cate, which also con­trib­utes Effie points to­wards the Global Effie In­dex.

Maxis dom­i­nated the 9th Malaysia Effie Awards, earn­ing the “Brand of the Year” ac­co­lade along with two Gold, five Sil­ver and four Bronze awards.

Ensem­ble World­wide earned the “Agency of the Year” recog­ni­tion, based on bril­liant work ex­e­cuted for sev­eral Maxis win­ning en­tries, in­clud­ing the “The Kongsi Home Project” and “Maxis Safe Mode”, which won gold and sil­ver awards. A to­tal of 21 Effies were awarded in 2016: three Gold nine Sil­ver and nine Bronze awards.

The re­main­ing Gold was awarded to U Mo­bile for its “Video killed the data war” cam­paign, crafted by TBWA Kuala Lumpur.

Hon­our­ing the Effie awardees, the As­so­ci­a­tion of Ac­cred­ited Ad­ver­tis­ing Agents Malaysia (4As) pres­i­dent Datuk Johnny Mun com­mented that “orig­i­nal­ity and the shared lessons of ex­pe­ri­ence have en­abled these cam­paigns to forge a mean­ing­ful con­nec­tion and rap­port be­tween mar­ket­ing com­mu­ni­ca­tions and com­mer­cial out­comes”. He opined that “each nom­i­nated cam­paign this year, demon­strated how the mul­ti­ple dis­ci­plines of mar­ket­ing com­mu­ni­ca­tions worked to de­liver tan­gi­ble re­sults”.

Malaysia Effie Awards 2016 or­gan­is­ing chair­man Aaron Cowie ob­served that mar­keters were “... push­ing the en­ve­lope by in­vest­ing in cre­atively in­spir­ing cam­paigns to grow cus­tomer loy­alty. These cam­paigns not only de­liver on the brand prom­ise, but cover mul­ti­ple touch points – from ad­ver­tis­ing, outof-home ad­ver­tis­ing, so­cial me­dia, pub­lic re­la­tions, re­tail to di­rect mail”. AD­VER­TIS­ING IN­DUS­TRY AWARDS – DIF­FER­EN­TIAL PRI­OR­I­TIES • Effie Awards: Recog­nise ef­fec­tive Mar­ket­ing Com­mu­ni­ca­tions which have de­liv­ered re­sults and achieved de­fined ob­jec­tives. o Effies serve as a global bench­mark for ef­fec­tive mar­ket­ing and ad­ver­tis­ing cam­paigns in over 40 coun­tries across five con­ti­nents. o In Malaysia, it is or­gan­ised by 4As with sup­port from the Malaysian Ad­ver­tis­ers As­so­ci­a­tion (MAA) and the Me­dia Spe­cial­ists As­so­ci­a­tion (MSA), be­sides be­ing en­dorsed by Ma­trade. Kan­cil Awards: Recog­nise Cre­ative Ex­cel­lence. Pu­tra Awards: Re­flect the Con­sumers’ Opin­ion, Choice and Pref­er­ence. • • AGENCY OF THE YEAR: Ensem­ble World­wide (Photo 5) BRAND OF THE YEAR: Maxis (Photo 1) GOLD WIN­NERS:

The Kongsi Home Project (Maxis) -

Video killed the data war (U Mo­bile) -

(Photo 2) Maxis S.O.S Net­work For Flood Vic­tims (Maxis Broad­band) - SIL­VER WIN­NERS: Health Re­port Card Cam­paign (AIA)

(Photo 3) Stop The Wild Goose Chase For The iPhone 6S (Maxis) Carls­berg Beer Taster – Prob­a­bly The Best Job In The World (Carls­berg)

(Photo 6) Zero­lu­tion: Turn­ing Smart­phone Ze­roes into Heros (Maxis)

Max­perts – Don’t Brand the Prod­uct, Brand the Ex­pe­ri­ence (Maxis)

Maxis Safe Mode (Maxis)

I Am Not Just A Tudung Wearer (Safi Shayla) Nak Lawa, Ke­nalah Me­labur (BRAND’S In­nerShine Prune Essence)

(Photo 4) The Kongsi Home Project

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