The Putra Brand Awards, organised by the Association of Accredited Advertising Agents (4As) Malaysia, celebrated its 11th edition by presenting 135 awards in 23 categories to 132 of Malaysians’ favourite brands. With over 18,000 votes for 400 brands placed by nearly 6,000 consumers, the results were certified by IPSOS, one of the largest global research agencies with over 16,000 staff in 88 countries.
Also known as the People’s Choice Awards, the Putra Brand Awards presented 23 Platinum, 33 Gold, 27 Silver, and 49 Bronze awards, as well as 3 special awards.
The Platinum awards were given to Uniqlo, Toyota, Petronas, Tiger Beer, Milo, Yakult, DiGi, UNITAR International University, Maybank, Gardenia, Panadol, Sunlight, Ikea, Samsung, Astro, Golden Screen Cinemas, Panasonic, Dettol, Sime Darby Property, 7-Eleven, McDonald’s, and Malaysia Airlines.
A further three special awards were presented to:
- UNITAR International University, for Putra Most Enterprising Brand of the Year
- Malaysia Airlines, for Putra Brand Icon
- Gardenia, for Putra Brand of the Year
Putra Most Enterprising Brand of the Year reflects outstanding achievements in developing a brand that has made strong inroads into the international market via product or service innovation, is committed to comprehensive marketing and communications programmes, and demonstrates a strong Corporate Social Responsibility (CSR) commitment.
The Putra Brand Icon is awarded to brands that win the top prize in their category for four consecutive years. Putra Brand of the Year is presented to the brand that best exemplifies continuous product innovation, commitment to brand building via communication, and exhibits a strong sense of CSR.
There were no new inductees to the Putra Hall of Fame, an accolade that was introduced at the previous Awards in 2019 for brands that have won their respective categories over ten successive years. Due to the Covid-19 pandemic, the usual annual gala event with 1,000 or more attendees for the Awards announcement was not held this year.
Mr. Ryusuke Oda, Vice Organizing Chairman of the Putra Brand Awards (L) & YB Dato’ Johnny Mun, Organizing Chairman of the Putra Brand Awards (R)
“Given the current situation in Malaysia, we felt that not holding a large gathering was the responsible thing to do. Despite this, it has been very heartening to see the robust response from members of the public participating in these ‘money-cannot-buy’ Awards, which is a resounding testament to consumer choice and brand awareness,” said Dato’ Johnny Mun, Senior Adviser to the 4As and Organising Chairman of the Putra Brand Awards 2020.
“Thankfully, pandemics do have lifespans. Brands that embrace the situation with a sustained presence, either through marketing and communications efforts or CSR activities, will surely prevail once the scourge is over. This is evidenced by many of this year’s winners, kudos to them for having the courage to keep the conversation going with their consumers, even in these challenging times,” added Dato’ Mun.
“Amidst this chaos, there is opportunity, and brands will have to be very aware of their relationship with their consumers to make the most of it. The Putra Brand Awards continues to prove itself as a valuable and definitive measure of that consumer-brand relationship,” said Andrew Lee, 4As President.
“More than ever, consumers the world over are making their voices heard. It is no different here in Malaysia, and consumers want to have a say in choosing brands that reflect their personality, their resiliency, and how they face adversity and challenges,” Mr Lee added.
“Bad times never last forever. When consumer demand returns, so will customer choice. It is therefore imperative that brands continue to advertise today in order to be remembered tomorrow. Tough times come and go, but the best brands endure,” Mr Lee concluded.
Launched in 2010 by the 4As in association with Malaysia’s Most Valuable Brands, the Putra Brand Awards are supported by the Malaysian Advertisers Association, the Media Specialists Association, the Malaysian Digital Association, and endorsed by “Brand Champion Partner” the Malaysia External Trade Development Corporation (MATRADE).