Also known as the People’s Choice Awards, the Putra Brand Awards 2022, which is in its 13th edition, will take place at One World Hotel in Kuala Lumpur on January 13 next year.
Putra Brand Awards 2022 organising chairman Datuk Johnny Mun told StarBiz there would be 24 categories, including the eCommerce category, which was launched last year.
He said the online survey to determine consumers’ choice of brands in the different categories would commence on Sept 25 and would run for eight weeks in various major media channels.
“We are targeting around 6,000 to 8,000 respondents for the survey, which makes it one of the most extensive brand surveys in the Asian region.
“Upon completion of the survey, the results will be tabulated and endorsed by the awards’ board of governors. Ipsos Malaysia remains the official research partner responsible for the findings.
“Measured by a robust consumer research methodology, consumers’ responses will be captured directly by Ipsos,” Mun, who is also the senior adviser to the Association of Accredited Advertising Agents (4As), added.
Ipsos is a global leader in market research and incorporates the best of science, technology and know-how and applies the principles of security, simplicity, speed and substance to everything it does.
Last year, the Putra Brand Awards saw the presentation of 162 awards in 24 categories to 156 of Malaysians’ favourite brands. A new category for eCommerce was included this year to reflect the growing sector, marked by the digitalisation trend amid lockdown restrictions as a result of Covid-19, for brands that operate and have offices in Malaysia.
There would be four special awards similar to last year, he said. They are the Putra Most Enterprising Brand of the Year, Putra Malaysian Marketer of the Year, Putra Brand Personality Award and Putra Brand of the Year.
In addition, there would be the Putra Hall of Fame award, an accolade that was introduced in 2019 for brands that have won their respective categories over 10 successive years.
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.
Putra Brand Personality Award celebrates an outstanding individual with creativity, perseverance and persuasion.
Putra Malaysian Marketer of the Year recognises a company, team or individual exhibiting overall excellence in marketing, innovation and creativity in brand building while challenging conventional strategies in the product sector.
Lastly, 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.
The awards, first launched in 2010, is organised by the 4As in collaboration with the Star Media Group. It is supported by the Malaysian Advertisers Association, the Media Specialists Association, the Malaysian Digital Association, and endorsed as “Brand Champion Partner” by Malaysia External Trade Development Corp. The Star is also the official news partner of the Putra Brand Awards.
Mun said the theme for this year’s awards would be announced soon.
Commenting on the awards, 4As president Andrew Lee said for brands to continue to remain relevant, they need to celebrate human connections with purpose and cater to consumers in the new normal, finding a balance between the rational and the emotional.
“The 4As will continue to nurture the conditions that allow such creativity to thrive and flourish,” Lee added.
According to Mun, for this year, there would be a new People’s Choice Award which comes under the ambit of the Putra Brand Awards, known as the Aria Brand Awards.
This is specifically for brands that have made an impact and are deepening their presence in the market. This award would be held on January 12 next year at the same venue where Putra Brand Awards would be held.