The list of finalists has been officially launched on the Marketing Excellence Awards Malaysia website, now readily accessible for your perusal. In its 12th rendition, the awards continue in honouring the exceptional campaigns and exceptional talents of Malaysia, who have demonstrated their brilliance, creativity, and tenacity in the face of the challenges of the past year.
In response to valuable feedback received in the prior year and as a recognition of the ever-evolving nature of this field, two fresh categories have been introduced: "Excellence in Anniversary Marketing Year" and "Excellence in Omnichannel." This has expanded the total number of categories to 42, in which the finalists will vie for the prestigious gold, silver, and bronze awards. The highest honour, the title of "Marketer of the Year," awaits the top performer across all categories.
Our esteemed panel of judges comprised of 19 accomplished marketing professionals from the client side, conducted a thorough evaluation of the entries in each category to ensure a fair and rigorous selection process and meticulously evaluated the entries in each category to ensure a fair and rigorous selection process.
“The entries showcased a refreshing wave of marketing campaigns that are topical and relevant to the Malaysian audience. They demonstrated a deep understanding of consumer insights, successfully addressing category and consumer challenges in a concise and creative way," said Sharon Roberts, head of communications and government affairs at Kimberly-Clark Malaysia who was part of the jury panel. "It was also exciting to see the seamless integration of offline and online touchpoints, as well as the clever use of various marketing channels to stand out in this hyper-connected and busy world,” she said.
Fiona Liao, group chief marketing, communications and sustainability officer, of Pos Malaysia also highlighted that stand-out entries showed deep understanding of their target audience’s needs and leveraged on insights to put develop clear and engaging propositions.
Samsu Suryati Osman, head, integrated marketing comms (IMC), of PLUS added that the submissions from various brands and agencies are "commendable". However, she added that there were notable entries that demonstrated exceptional merit, particularly in their comprehensive treatment of the problem statement and a noteworthy focus on delivering tangible outcomes, such as notable ROI enhancements, expanded market share, and demonstrably impactful benefits for consumers.
Jayson Ong, head of brand marketing, of Sharp Electronics Malaysia added on by saying that a key feature of entries was differentiation. "I've seen many unique ideas that, when executed effectively, have led to significant results,” he said.
Kenny Wong, chief marketing officer, of UEM Sunrise, also added that it was heartening to see how marketers have evolved quickly and effectively since the pandemic ended, taking full advantage of media consumption trends which have changed drastically with the return of consumer traffic and movement. "Socio economic changes which have taken place as well were well noted and considered in a large number of campaigns which sought to address some new problem statements, unheard of pre-pandemic. Malaysian marketers have also been prudent, closely identifying their audience to ensure accurate and effective marketing and preferring to be focused and targeted, eradicating wasteful practices with a lot of data driven analytics and insights,” he said.
Curious to discover who left our esteemed judges impressed? Meet the finalists of the Marketing Excellence Awards 2023 Malaysia!
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