Malaysia Boleh, as they say (as cliché as that sounds). It’s not every day that a Malaysian brand is recognized at a global stage, especially when competing with the likes of other iconic, high caliber brands. Maxis, one of Malaysia’s leading telecommunications providers, has done just that.
The green telco has just been named the 7th most effective brand globally, by Effie Worldwide’s 2017 Global Effie Effectiveness Index. It’s the only single-country brand, alongside other multinational giants such as Coca-Cola, McDonald’s, Burger King, IKEA and Mastercard.
Not the first, won’t be the last
It isn’t the first time Maxis has picked up brand awards, however. It was named Effie Brand of the Year twice in a row—in 2015 and 2016.
In 2016, it won two silvers at the APAC Effies, alongside two gold, five silver and four bronze awards at the Malaysian Effies. These wins contributed points to the brand’s score in the Global Effie Effectiveness Index.
For a second year running, Maxis is the only Malaysian brand in the Global Top 100. Interestingly, Maxis’ brand agency Ensemble Malaysia also made it into the Effie Index’s Top 100 for the first time. It debuts this year at #68 in the Individual Agency Office category, the only Malaysian-based agency on the list.
“In a category as competitive as ours, every marketer needs to focus on nurturing the things that matter. For us, building a brand that people trust and partnering with agency people that understand creativity in the age of data and digital is more important than ever. Both are ongoing journeys but getting into Effie’s top 10 globally is a good sign we may be on the right track,” said Sulin Lau, Maxis Head of Marketing Services.
The Effie Effectiveness Index identifies and ranks the marketing communication industry’s most effective agencies, marketers and brands. Finalist and winner data from 40+ worldwide Effie Award competitions contribute to the awards at a global level.
The Index provides an insightful glimpse into who is delivering ideas that work, across the globe.
Companies include in the index also includes production companies, post-production houses and media owners.
The 2017 Effie Index is compiled from 3,601 finalists and Effie-winning marketing cases between 1 January 2016 and 31 December 2016.