Grab Dominates 2024 Effie Awards Malaysia

By Subaashinee Kupusamy,

25 SEPTEMBER: At the 16th Malaysian Effie Awards, Grab clinched the “Brand of the Year” title for the fourth consecutive year and earned “Agency of the Year” for its Grab Creative Studio. The awards, themed “Make Malaysia Move,” recognized campaigns that excelled in marketing effectiveness. Grab’s standout campaign, “No Change to Price, Big Change in Sales,” won a Gold, while other campaigns garnered one Silver and five Bronze awards.

The Effie Awards, hosted by the Association of Accredited Advertising Agents Malaysia (4As), highlighted the importance of creativity and strategy. Co-chairpersons Ryusuke Oda and LV Chong praised the quality of entries, emphasizing how home-grown agencies are making a strong mark. In addition to new industry and specialty categories, the awards attracted 67 shortlisted campaigns, with Fishermen Integrated and Reckitt Benckiser also earning Gold for their Durex campaign.

The event was judged by over 60 marketing experts, led by Chief Judge Datuk Lai Shu Wei, who noted the exceptional standard of entries, showcasing the best in Malaysia’s marketing innovation. The Effie Awards, established in 1968, remain an international benchmark for marketing effectiveness, encouraging agencies to push creative boundaries as stated in Adobo Magazine.