KUALA LUMPUR (June 6): Maxis Bhd said it has been named the 7th most effective brand globally by US-based Effie Worldwide Inc, for its effective marketing campaigns.
 
The telecommunication company said it was the only single-country brand among the top 10 brands in the 2017 Global Effie Effectiveness Index. The other brands included multinational giants such as Coca-Cola, McDonald’s, Burger King, IKEA and Mastercard.
 
The index recognises agencies and brands that create the most effective marketing campaigns from around the world, and is compiled from 3,601 finalists and Effie-winning marketing cases in 2016.
 
Maxis marketing services head Sulin Lau, in a statement today, said marketers need to focus on nurturing the things that matter in a category as competitive as the one that it is in.
 
“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 [that] we may be on the right track,” said Lau.
 
Malaysian Advertisers Association (MAA) president Margaret Au-Yong said the introduction of the index is one of the initiatives, which the association, as one of the organisers, hopes to contribute positively to take the Effie awards to a higher level.
 
Maxis said it had previously won the Effie Brand of the Year title, twice in a row in year 2015 and 2016..
 
In 2016, the telco won two silvers medals at the Asia Pacific Effie, as well as two golds, five silvers, and four bronzes at the Malaysia Effie, which contributed points to the brand’s global index.
 
“For a second year running, Maxis is the only Malaysian brand in the Global Top 100,” the company added.
 
Maxis’ share price closed up one sen or 0.16% at RM6.19 today, for a market capitalisation of RM46.49 billion.