PETALING JAYA: The much awaited list of winners for the various categories of the Putra Brand Awards 2021 has been finalised. The survey to determine consumers’ choice brands in the different categories began on Aug 16.

       The results were completed, tabulated and have been endorsed by the awards’ board of governors, according to senior adviser to the Association of Accredited Advertising Agents (4As) and organising chairman of the Putra Brand Awards 2021, Datuk Johnny Mun.

       Ipsos Malaysia remains the official research partner responsible for the survey, he told StarBiz. Measured by a robust consumer research methodology, the online survey saw consumers’ responses being captured directly by Ipsos.

       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.

       “We received over 11,000 responses for the nationwide survey conducted throughout the peninsula and East Malaysia.”

       Elaborating on the survey, he said: “The Putra Brand Awards targets at least 6,000 responses for each survey and every year, the responses far exceed expectations.

       “This year, we have 24 categories, up from 23 last year with the addition being the e-commerce category. The latter was included as a new category as this has become a critical part of our everyday lives.”

       He said the e-commerce category is open to brands that operate and have offices based in Malaysia.

       “For this year, there are close to 170 winners for various categories. The theme for this year’s awards centres around the Covid-19 pandemic, which has impacted businesses and caused hardship to consumers,” he noted.

       Notably, Covid-19 has plagued the country since March last year.

       “Having said that, there are brands that have stood the test of time and have remained on consumers’ minds amid the pandemic,” he said.

       Mun said like previous years, there are some surprise winners of local hero brands that managed to eclipse bigger multinational brands.

       This year marks the 12th installment of the awards and a grand Gala Prize presentation would be held at the Majestic Hotel, Kuala Lumpur, on Jan 21, he added.

       “The vote to reveal the hero brands among us is a call to consumers to select brands they feel have stood with them through this difficult period, through thick and thin in overcoming the adversity,” he said.

       Also known as the “People’s Choice Awards”, the awards this year would connect with consumers through 25 media outlets, across the spectrum of print, digital, outdoor, online and broadcast in the country.

       In addition to the individual categories, the Putra Brand Awards also features six special awards – Putra Brand of the Year, Putra Most Enterprising Brand of the Year, Putra Malaysian Marketer Award, Putra Brand Personality Award, Brand Icons, and the Hall of Fame.

       The last, distinguished recognition was created to honour the very best of Malaysia’s favourite brands that have won in their respective categories for 10 successive years.

       The awards were launched in 2010. The branding awards were created by 4As in association with Malaysia’s Most Valuable Brands, to provide marketers with a platform upon which to assess their brand effectiveness.

       The awards are organised by 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.

       4As president Andrew Lee had earlier commented that brands had to creatively connect with consumers across platforms and traditional media outlets while considering their tone and messaging, and communicating their values.

       “Consumers also expect brands to play their part and help them in their daily lives, without exploiting the situation.

       “Brands that have managed to find this balance while persevering through the challenging economic environment would be the ones that find enduring success,” Lee added.