Initiative Media bags MMA17 Agency of the Year award

KUALA LUMPUR: Media agency Initiative Media has proven its mettle against other competitors by garnering the Agency of the Year and Grand Prix awards at the annual Malaysian Media Awards (MMA17).
The agency also bagged the Grand Prix award with its "Maxis Transforms an act of Shopping into an act of Giving" campaign for Maxis Malaysia.
Initiative Media also bagged seven gold, and three silvers at the prominent event held in the glorious Shangri-La Hotel.
Meanwhile, Maxis Communications Bhd was hailed as the Advertiser of the Year.
The award ceremony – held for its 13th year – was organised by the Media Specialists Association (MSA).
It was held in recognition of media campaigns which delivered exceptional results through their innovative executions in various media platforms.
The awards offer seventeen award categories, including three new ones which are Creative Use of Data, Best Use of Technology and Campaigns that Drives Commerce.
Earlier, event organiser, Media Specialist Association (MSA) organising chairman Amit Sutha said the event, with the theme of "Beyond the Box: Shape the future of Media" is reflective of the change sweeping through the media industry.
He added the theme also celebrates media practitioners for their innovative use of mediums and platforms.
"Media planners do not just plan and buy advertisements but they play a huge role in driving demand.
"They do so by understanding media behaviours, breaking down customer journeys, analysing the tons of data and thus orchestrate a plan that leads not just to awareness but also to generate leads and drive sales," he said.
theSun is the Bronze awards sponsor for the MMA2017.