MMA to uphold stringent judging
Media awards constantly reviewed to ensure relevancy
THE Malaysian Media Awards (MMA), hailed as one of the advertising and marketing industry’s most prestigious awards, will uphold its stringent judging process at a time when digital disruption is fast taking place in the media landscape.
Currently in its 14th year running, the awards are constantly reviewed to ensure its relevancy in the media industry where technology and innovation is the buzz word.
Commenting on the judging of the awards, MMA chairperson Chinar Joshi tells StarBizWeek: “MMA follows a stringent judging criteria, based on merit, integrity and performance. Each entry is evaluated for its ability to provide an effective media solution.
“The media solution should ideally demonstrate a strong insight and strategy in guiding the media selection and innovative execution, ultimately yielding strong business results. In a gist, out-of-the-box ideas always win over the jury, something that is simple and yet very intelligent in the way it is executed.”
Joshi says the committee is in the midst of inviting the judges comprising industry chieftains across the ecosystem.
The award show will have representation from advertisers, media owners, agencies and trade associations and are aiming for a 50-strong team of judges this year. Last year, it had 53 judges.
As for the submission of entries, Joshi, who is also Vizeum Malaysia managing director, adds that entries are trickling in, though going by trend, there will typically be a surge in submission as it gets nearer to the closing date.
“We’ve just open for entries, so I am sure everyone is busy preparing their entries now. We received 286 entries in 2017. We hope to receive more this year, hitting the 300 mark would be a great record as we celebrate 14 years of awards excellence,’’ he says. The MMA 2018 presentation is scheduled to be held on September 28.
Joshi is no stranger to the awards as he was an integral member of the previous teams named Agency of the Year for three consecutive years.
In his current capacity, he oversees high impact campaigns, handling renowned brands such as Perodua, Panasonic and MAMEE-Double Decker, among others.
Leading the rise of female lead- ership in the industry, Cindy Cheah, who is the managing director of Mindshare Malaysia, will act as deputy chairperson of MMA.
Joshi says that this year, the awards will have the same 14 categories as last year as the current categories have the depth and adequately cover the gamut of media innovations.
In addition to the 14 media awards, participants will also be vying for the coveted Agency of the Year title, complimented by the Advertiser of the Year and the Grand Prix main prizes.
Joshi says: “The difference in each MMA stems from the changing market landscape and technology innovations that are continuously impacting our daily lives and the way we interact with brands or the way we consume media.
“This makes it important for participating entries to demonstrate smart, innovative and effective use of media touchpoints and channels to drive business and consumer engagement. In this sense, every MMA is unique and differentiated.”
He also points out that MMA is still considering this year’s theme. The MMA themes are usually reflective of the current industry trend and this year’s theme is still being evaluated.
On the prominence of the award show as a platform for winners to go globally, Joshi says MMA winners represent the creme de la creme of the Malaysian media industry and they are at the forefront of media innovation.
“As the longest running and most credible media awards in Malaysia, MMA is often regarded as the industry benchmark and validation of the uniqueness of the winning media campaigns.
“Many MMA winners in the past have gone on to shine at various regional and international award platforms, in a way upholding the standards and reputation of Malaysian advertising,’’ he says.
Meanwhile, Media Specialists Association (MSA) president Yap Chee Weng says the award continues to be a showcase of exemplary talent and a benchmark of successful and inspiring work in the media and advertising industry.
“Being strategic is critical in driving business solutions for clients and proving engagement beyond exposure. Innovative media solutions can make better impact, and embracing digitalisation is necessary in remaining relevant.
“We have witnessed the evolution of the industry through campaign entrants and eventual winners and it is encouraging to see the awards remaining a highlight in the industry calendar,” Yap notes.
Organised by the MSA, the MMA is held in recognition of media campaigns that have delivered exceptional results through strategic brilliance and innovative execution.