Maxis and Ensemble dominate 2016 Effies

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, out of-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.
WINNERS
AGENCY OF THE YEAR: Ensemble Worldwide (Photo 5)
BRAND OF THE YEAR: Maxis (Photo 1)
GOLD WINNERS:
► The Kongsi Home Project (Maxis) - Initiative Media/ Ensemble Worldwide
► Video killed the data war (UMobile) - TBWA \ Kuala Lumpur (Photo 2)
► Maxis S.O.S Network For Flood Victims (Maxis Broadband) - Ogilvy & Mather Hong Kong
SILVER WINNERS:
► Health Report Card Campaign (AIA) - Leo Burnett (Photo 3)
► Stop The Wild Goose Chase For The iPhone 6S (Maxis) - Maxis
► Carlsberg Beer Taster – Probably The Best Job In The World (Carlsberg) - Leo Burnett (Photo 6)
► Zerolution: Turning Smartphone Zeroes into Heros (Maxis) - Leo Burnett
► Maxperts – Don’t Brand the Product, Brand the Experience (Maxis) - Leo Burnett
► Maxis Safe Mode (Maxis) - Ensemble Worldwide
► I Am Not Just A Tudung Wearer (Safi Shayla) - Ignite
► Nak Lawa, Kenalah Melabur (BRAND’S InnerShine Prune Essence) - TBWA \ Kuala Lumpur (Photo 4)
► The Kongsi Home Project - Initiative Media