Appies Malaysia seeks to raise the bar in marketing industry

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This article first appeared in The Edge Financial Daily, on March 31, 2016.

 

KUALA LUMPUR: The inaugural Appies Malaysia Marketing Congress 2016, which will be held on May 19 and 20, aims to raise the level of professionalism and talent in the marketing industry here.

Appies Malaysia president Harmandar Singh said the awards event, which has seen a successful seven-year run in Singapore, will be based on the same model as the one in Singapore, which is the Asian edition.

“We are now doing the Malaysian edition here. The event is all about sharing and learning in the form of a two-day festival [that is] based on live presentations and judging, and learning about how campaigns work,” he said.

Both creative agencies and corporate members are urged to participate in the first instalment of the Appies in Malaysia. All entries are to be submitted to [email protected] via file transfer protocol (FTP) by April 6, 2016.

“We have extended the absolute deadline to April 6 (from March 15 earlier), due to popular demand. We have received over 30 entries so far, with the entries coming from marketing communications agencies and marketers.

“We are looking for complete marketing campaigns. We are not an awards show for creative ideas only, which normally receives hundreds of entries. We are also awarding the cream of the crop here — so less is more,” said Harmandar.

Around 300 are expected to attend the congress. They range from marketers, ad agencies, media specialists, digital agencies, small- and medium- enterprises, multinational corporations, government-linked corporations, media owners and public relations practitioners.

“The key takeaways from the congress are the sharing of best marketing campaigns in Malaysia over the past year, special keynote presentations, plus industry networking opportunities,” said Harmandar.

Campaign entries will be presented by their brand marketers or campaign creators in an interactive format comprising a four-minute creative reel summarising the overall marketing campaign, followed by a six-minute oral presentation that highlights significant aspects of the campaign and a 20-minute question-and-answer session. CIMB Group Holdings Bhd chief marketing officer Adam Wee Abdullah will be leading the panel of judges.

Among the keynote speakers at the event are Celcom Axiata chief executive officer Datuk Seri Mohammed Shazalli Ramly, Astro Malaysia Holdings Bhd chief operating officer Henry Tan, and Unilever Asia regional brand director Aseem Puri.