Maybank was announced Marketer of the Year on Friday, at Advertising + Marketing’s inaugural Marketing Excellence Awards 2013.
The awards, held at the Hilton Kuala Lumpur Hotel, saw more than 50 brands competing as finalists across 16 discipline-based categories.
Gold, Silver and Bronze ‘towers’ were awarded in each category. All winners were eligible for the title ‘Marketer of the Year’ – given to the evening’s best in show across all categories – which Maybank claimed by winning three Gold and three Silver in categories that included Excellence in Sponsorship Activation, Integrated Marketing and Consumer Insights / Market Research/Data-Driven Marketing.
Star Publications came in a close second, winning three Gold and one Silver in categories including Excellence in Social Media Marketing and Mobile Marketing.
Other strong showings came from Unilever, with a Gold, two Silver and a Bronze, while Alliance Bank, Malaysia Airports Holdings and Volkswagen Group took away one Gold and one Silver each.
The winners of the awards were decided by a jury consisting entirely of senior client-side marketers hailing from renowned brands such as Citibank, Genting and Prudential. To avoid any conflict of interest, judges did not assess entries from their own organisations or their direct competitors.
Entries were judged using four key criteria; the Problem (the circumstances and challenges posed), the Solution (the strategy devised to address the Problem), the Delivery (how the strategy was executed) and Performance (the results achieved).
Problem and Performance each accounted for 20% of the total score, and Solution and Delivery each accounted for 30%.
“What Advertising + Marketing magazine is trying to do with these awards is to give us marketers a platform to share our expertise directly with our peers. It is unadulterated feedback to our peers and their agencies of what we think they are doing well, and where we think they can improve,” said Dean Dacko, a member of the jury and senior vice president of marketing for Malaysia Airlines, in his opening address.