09 – 10 July 2026
KLGCC Convention Centre Malaysia
About The Appies
APPIES Malaysia is an annual festival of the best marketing ideas, held over two days, and it is organised by MARKETING Magazine Asia on 09th and 10th July 2026 for judging & presentations.
What sets The APPIES apart from other events is that each featured campaign is presented live by the brand marketers and campaign creators themselves before a panel of distinguished judges and an industry audience.
Known as the “TED of Marketing”, campaigns are presented in an interactive format comprising a four-minute creative reel summary, followed by a 5-minute oral presentation highlighting significant aspects of the campaign. Then the presenters field questions from the judges for 3 minutes. The whole presentation is a live 4-5-3 minute presentation format.
Campaigns must have run between July 2025 to May 2026 in any of our 45 categories.
All creative, media, digital and marketing organisations can submit their entries by 30th June 2026.
| Campaign | Advertiser | Brand | Agency |
|---|---|---|---|
| Beyond Football Sponsorship | Wipro Unza (M) Sdn Bhd | Dashing | TBWA\Kuala Lumpur |
| Beyond the Hijab, Solving the Real Cause of Flat Hair | Wipro Unza (M) Sdn Bhd | Safi Shayla | MBCS |
| Beyond the Nursery: Expanding Carrie Junior into Malaysia's Adult Market | Wipro Unza (M) Sdn Bhd | Carrie Junior Talcum | PHD Media |
| Beyond the Screen: Using Helmet Compression as a Living Media Channel for Safi Shayla | Wipro Unza (M) Sdn Bhd | Safi Shayla | PHD Media |
| Biasiswa Siswi Safi: Investing in Young Women's Futures, Winning a New Generation | Wipro Unza (M) Sdn Bhd | Safi Shayla | MBCS |
| BIG Rehab - The Stronger Side | BIG CARING GROUP BHD | BIG Pharmacy | JUNO |
| CelcomDigi Convergence: From Display to Dialogue | CelcomDigi | CelcomDigi | OMD (M) Sdn Bhd |
| CelcomDigi x Gegar Vaganza: Ada Top Up, Ada Vote Lagi! | CelcomDigi | CelcomDigi | OMD (M) Sdn Bhd |
| Dashing Converted Purchases Into Football Dreams at Tottenham Hotspur, United Kingdom | Wipro Unza (M) Sdn Bhd | Dashing | PHD Media |
| Enchanteur’s If Amelie is in Malaysia: Giving Fragrance Quality Main Character Energy | Wipro Unza (M) Sdn Bhd | Enchanteur | TBWA\Kuala Lumpur |
| From Bath-Time Toy to Gen Alpha Icon: How Carrie Repositioned Its Elephant to Turn Brand Lapsing into Business Growth | Wipro Unza (M) Sdn Bhd | Carrie Super Protect | PHD Media |
| From Harvest to Youth-Led Movement — Driving +14% Growth in East Malaysia | Etika Group of Companies | Pepsi | Ampersand Advisory |
| From K-Pop Fandom to Purchase: How AIKEN BRIGHT PINK Converted Digital Engagement into Brand and Sales Growth | Wipro Unza (M) Sdn Bhd | Aiken | PHD Media |
| From Land Developer to Nature Custodian | Sime Darby Property Berhad | Sime Darby Property | M+C Saatchi KARSA |
| From Players to Customers | CelcomDigi | CelcomDigi | GrowthOps Pte Ltd |
| From Unknown to Idol: Launching Aiken Niacinamide Like a K‑pop Debut | Wipro Unza (M) Sdn Bhd | Aiken | MBCS |
| From Zero to 1,100,000 Accounts: Acquisition Engine Unleashes The Fastest Growing Digital Bank! | YTL Group (Digital Bank) | Ryt Bank | Ampersand Advisory |
| From Zero to 1,900,000 Installs in just 7 months: Launching The Ryt way! | YTL Group (Digital Bank) | Ryt Bank | Ampersand Advisory |
| Grab: Sabar's On The Way | MyTeksi Sdn Bhd | Grab | MyTeksi Sdn Bhd |
| GrabCoins Rebrand | MyTeksi Sdn Bhd | Grab | MyTeksi Sdn Bhd |
| GrabMart Satu Order Dua Waktu | MyTeksi Sdn Bhd | Grab | MyTeksi Sdn Bhd |
| Hot Deals is for everyone. | MyTeksi Sdn Bhd | Grab | MyTeksi Sdn Bhd |
| Hotlink Geng Bijak Berbajet: Turning Smart Spending into a Social Identity | Maxis | Hotlink | Publicis Groupe Malaysia |
| How Goodday Turned Blockbuster Entertainment into Ramadan's Biggest Food Experience | Etika Group of Companies | Goodday | Ampersand Advisory |
| If Amélie Is in Malaysia: How Enchanteur Turned Education into Entertainment | Wipro Unza (M) Sdn Bhd | Enchanteur | PHD Media |
| Inilah Kita, Sehati Bersama | Astro Malaysia | Astro Malaysia | Astro Media Solutions |
| Kisah Benar: Real Stories. Real Threats. Real Protection | CelcomDigi | CelcomDigi | OMD (M) Sdn Bhd |
| Kisah Benar: Turning Scam Awareness into Lived Experience | CelcomDigi | CelcomDigi | OMD (M) Sdn Bhd |
| Last to First: Building Malaysia’s Most Trusted Digital Bank, in 7 months, one pixel at a time! | YTL Group (Digital Bank) | Ryt Bank | Ampersand Advisory |
| Let's Chat Before You Click. The Ad That Transfrom into a Sales Agent. | CelcomDigi | CelcomDigi | OMD (M) Sdn Bhd |
| Oh My Gravy: Changing the Way Malaysia Enjoys Fried Chicken | Jollibee Malaysia | Jollibee | Yellow Leads |
| Pilihan Raya MYDIN | Mydin Mohamed Holdings Berhad | Mydin Mohamed Holdings Berhad | Mydin Mohamed Holdings Berhad |
| Ryt Bank: Full-Funnel Integrated Media launch creates Malaysia’s #1 most downloaded app! | YTL Group (Digital Bank) | Ryt Bank | Ampersand Advisory |
| Safi Biasiswa Siswi: From My Mother’s Brand to Mine: How Safi Won a New Generation of Hijabis | Wipro Unza (M) Sdn Bhd | Safi Shayla | MBCS |
| Safi Naturi Built for the Feed: Winning Gen Alpha by Working With the Algorithm thru AI | Wipro Unza (M) Sdn Bhd | Safi Shayla | MBCS |
| Scent of Raya - A Cat Tale | Wipro Unza (M) Sdn Bhd | Scentify & Enchanteur | PHD Media |
| Scentify turns fragrance into episodic CNY social drama - the ‘Scent-ertainment’ on XiaoHongShu | Wipro Unza (M) Sdn Bhd | Scentify | PHD Media |
| STAY STRONG AT WONDA MALAM TERLARANG | Etika Group of Companies | Wonda Coffee | ASTRO SHAW SDN BHD |
| Stop That Dot Together: Media Mobilises Women, Driving 27,557 Cancer Screenings and +189% Sales Growth | Ace Canning | HOMESOY | Ampersand Advisory |
| Sunlight's Eat The Skin | Unilever | Sunlight | Unilever |
| The Banners of Trafford Den | Heineken Malaysia Berhad | Tiger Beer | Sambal Lab |
| The Destiny Network: Turning Fortune Into Entertainment | CelcomDigi | CelcomDigi | Astro Media Solutions |
| The Story That Made a Nation cry: Driving 23% Sales Growth | Etika Group of Companies | 7up/Mirinda | Ampersand Advisory |
| The Story That United A Nation: Driving 23% Sales Growth | Etika Group of Companies | 7up/Mirinda | Ampersand Advisory |
| TikTok Shop: Home is Where the Huat is | TikTok Shop (Malaysia) Sdn. Bhd. | TikTok Shop Mall Malaysia | JUNO |
| Tune Talk: The Telco That Built an Audience Before Customers | Tune Talk | Tune Talk | Edelman Malaysia |
| U Mobile Powers Youth Ambition by Incubating Influencers from the Ground Up | U Mobile Sdn Bhd | U Mobile | Astro Media Solutions |
| Why Kia? | Kia Sales Malaysia | Kia Malaysia | BLWN & Innocean MY |
SUBMISSION DEADLINE
30 June 2026
SUBMISSION DEADLINE
4 July 2026
Announcement of Finalists
09 – 10 July 2026
Judging & Presentations
21 August 2026
APPIES Malaysia 2026 Awards Night
Eligibility Period: Campaigns must have run between July 2025 to May 2026. Entries submitted in previous years cannot be entered again.
JUDGING CRITERIA
10%
10%
Challenge
- Business Objective of the Campaign
- Clear marketing goals defined in context of business challenge
-
Difficulty of task in context of market challenges
(Consider: competition / product / price/ market size)
30%
30%
Thinking
- What Is The Big Idea or The Campaign Concept?
- Sharp distillation of insights
- Core idea is relevant and distinctive
30%
30%
Execution
- How is it effectively carried out?
- Synergistic implementation of idea across relevant touch points
30%
30%
Results
- Results shared can be attributed to the marketing tactics deployed
-
Results in reference to market context
(e.g. market size, market category, market share)
-
What is the return on investment?
Directly impact on sales, market share or conversions? (or do they reflect media activity?)
-
Consider the results metrics.
Are they:
❖ Direct sales/market share impact?
❖ Survey metrics of purchase preference?
❖ Media and frequency metrics?
❖ Activity metrics (social media likes, comments, engagement)?
Who Can Participate
MARKETERS
Encourage your creative, media, digital and marketing agencies to present your campaign to the industry and increase the visibility manifold.
Better yet, share the stage and co-present your campaign, relating the creative process, campaign results and demonstrating how client-agency synergy can create spectacular marketing results.
CREATIVE, MEDIA, DIGITAL & MARKETING AGENCIES
Showcase your campaigns to an audience that comprises the Who’s Who of marketing. Intrigue your peers, clients and prospects as you bring them into your world, and the breakthrough thinking behind the strategies.
At the same time, embrace this opportunity to learn from your peers and industry players. Expand your horizons as the best advertising, marketing, media and digital minds in Malaysia share invaluable market know-how.
Discover what makes campaigns work and the real reasons why. Take your skills to the next level on 14th and 15th July 2026.
CATEGORIES
INDUSTRY CATEGORIES
Best in Food & Beverage
Campaigns that drove growth for food and beverage brands across any channel or format.
Best in Non-Food FMCG
Fast-moving consumer goods excluding food, including household, personal care and packaged goods.
Best in Consumer Durables
Longer purchase-cycle products such as electronics, appliances and home-related categories.
Best in Consumer Services
Services aimed at consumers, including entertainment, utilities and lifestyle offerings.
Best in Financial Services
Banking, insurance, fintech and related financial solutions.
Best in Business Services (B2B)
Marketing targeted at businesses, including enterprise solutions and professional services.
Best in Telco & Technology
Telecommunications, devices, platforms and technology-driven brands.
Best in Travel, Tourism & Hospitality
Airlines, hotels, destinations and tourism boards.
Best in Automotive
Vehicles, mobility solutions and automotive-related services.
Best in Retail
Brick-and-mortar retail brands and multi-channel retail environments.
Best in E-Commerce
Online-first commerce platforms, marketplaces and digital retail brands.
Best in Education
Institutions, edtech platforms and learning solutions.
Best in Healthcare & Wellness
Healthcare providers, pharmaceuticals and wellness brands.
Best in Government, Culture & Sustainability
Public sector, NGOs and initiatives driving social, cultural or environmental impact.
BUSINESS CHALLENGE CATEGORIES
Best in Brand Launch & Repositioning
Successful introductions, relaunches or repositioning of brands that shifted perception and drove growth.
Best in Retail & Shopper Marketing
Campaigns that influenced shopper behaviour and drove conversion at the point of purchase.
Best in Market Expansion
Growth into new audiences, segments or geographic markets.
Best in Business Transformation
Marketing that supported a shift in business model, digital transformation or organisational change.
Best in Customer Acquisition
Strategies that successfully attracted new customers at scale.
Best in Customer Retention & Loyalty Growth
Efforts focused on increasing retention, repeat purchase and lifetime value.
Best in Revenue Growth / Sales Impact
Campaigns where measurable sales or revenue impact was the primary outcome.
Best in Crisis Response & Brand Recovery
Marketing that effectively managed reputational or operational crises and restored brand trust.
SPECIAL CATEGORIES
(No submissions required)
✦ APPIES 2026 Rising Star Presenter of the Year (below 30)
✦ APPIES 2026 Trailblazing Presenter of the Year (above 30)
✦ APPIES 2026 Media Agency of the Year
✦ APPIES 2026 Advertising Agency of the Year
✦ APPIES 2026 Digital Agency of the Year
✦ APPIES 2026 Production Company of the Year
✦ APPIES 2026 Marketer of the Year
PLATFORMS & PURPOSE
Recognising the marketing disciplines, channels and ideas that powered effectiveness.
A. CORE PLATFORMS
Best in Digital
Integrated use of digital platforms to drive engagement and results.
Best in Social
Strategic use of social media to build communities and influence behaviour.
Best in Influencer & Creator Marketing
Partnerships with creators or influencers to deliver authentic engagement and impact.
Best in OOH / DOOH
Out-of-home and digital out-of-home campaigns that delivered scale and visibility.
Best in E-Commerce Platforms
Use of digital commerce platforms to drive transactions and growth.
Best in Customer Experience
End-to-end experience design that improved satisfaction, loyalty or conversion.
Best in Innovation
Breakthrough ideas, formats or technologies that created new marketing possibilities.
Best in AI & Marketing Technology
Application of AI or advanced technology to enhance targeting, creativity or performance.
Best in AdMail / Direct Marketing
Targeted direct communications that drove measurable response.
Best in Festive Marketing
Campaigns built around cultural or seasonal moments such as Ramadan, Chinese New Year or Deepavali.
B. DISCIPLINE CATEGORIES
Best in PR & Communications Effectiveness
Campaigns that shaped public perception, earned attention or managed brand reputation.
Best in Content & Branded Entertainment
Use of storytelling, content or entertainment formats to engage audiences and drive outcomes.
Best in Experiential & Activation
Immersive brand experiences, events or activations that drove participation and impact.
Best in Search & Discovery
Leveraging search, SEO or discovery platforms to capture intent and drive action.
Best in Performance Marketing
Data-driven campaigns focused on optimisation, conversion and measurable ROI.
Best in Customer Loyalty & Relationship Marketing
CRM and lifestyle strategies that built long-term customer relationships.
Best in Data, Personalisation & Programmatic
Use of data, targeting and automation to deliver relevant content marketing.
Best in Omnichannel & Integrated Marketing
Seamless orchestration across multiple channels to deliver a unified brand experience.
C. EMERGING & CULTURE CATEGORIES
Best inGaming, eSports & Gamification
Use of gaming environments or mechanics to engage audiences and drive brand outcomes.
Best in Audio, Podcast & Sonic Branding
Audio-led strategies including podcasts, streaming and sonic identity.
Best in Community & Cultural Impact
Campaigns that tapped into communities, subcultures or societal movements.
Best in Purpose-Driven Marketing
Work driven by sustainability, social good or meaningful brand purpose.
Best in Hyperlocal / Tribal Marketing
Campaigns tailored to specific local audiences, tribes or cultural segments.
APPIES MALAYSIA LEADERS
Professor Harmandar Singh
President, APPIES Malaysia
Goh Shu Fen
President, APPIES APAC
Advisor, APPIES Malaysia
President, APAC mediasense
Mohamed Adam Wee
APPIES Malaysia Advisor
Santharuban T. Sundaram
APPIES Malaysia Advisor
Vishnu Devarajan
CEO, APPIES Malaysia
Keynote Speaker
Stanley Clement
CEO
MBCS (Mediabrands Content Studio)
panel of judges
Abdul Sani Abdul Murad
Group Chief Marketing Officer
RHB Banking Group
Chin Mei Lee
Chief Marketing Officer
McDonald’s Malaysia
Fiona Liao Yin Peng
Group Chief Marketing Officer
Pos Malaysia Berhad
Huey Ying Leong
Head of Marketing
Burger King Malaysia
Irene Cheah
Chief Marketing Officer
Ryt Bank
Mark Tan
Deputy General Manager
IPC Shopping Centre
Linda Hassan
Former Group CMO of Domino’s Pizza Malaysia & Singapore
Adelene Wong
Group Director – Marketing, Digital and Communications
ParkCity Group
Alex Goh Peng Hui
Vice President Marketing
MR DIY
Amy Gan
Vice President Marketing
Etika Group of Companies
Benjamin Woo
Head of Group Marketing
Astro
Chan May Ling
Head of Brand and Marketing Services
CelcomDigi
Elaine J. Chew
Former Chief Marketing Officer
Lemmy
Farhan Hafetz
Head of Business Development
Tradewinds (M) Bhd
Noreen Sabrina Mohd Noor
Director, Group Corporate Affairs
EDOTCO Group
Queenie Goh
Chief Marketing Officer
CUCKOO International
Datuk Lai Shu Wei
Chief Marketing & Sales Officer
Sime Darby Property
Syamtriyanti Salleh
General Manager Of Media & Comms
Sime Darby Property
Andrew Pinto
Vice President of Brand and Marketing
TM Unifi
Saki Goh
Marketing and E-Commerce Director
Wipro Unza Malaysia
Shayne Koh
Head of Group Digital, Marketing and Branding
Alliance Bank Malaysia Berhad
Eddy Dorairajah
Former Vice President Marketing
CIMB Bank
Oliver Kau
GM (Convenience, Petrolmart & On-Premise)
Etika Group of Companies
Ko Li Ping
Country Marketing Head
Grab Malaysia
Claudian Navin Stanislaus
Former President of Malaysian Advertisers Association (MAA) and Group Strategic Director
11TREES Kitchen
Jill Yeap
General Manager of Marketing
Tune Talk
Siti Hajar Rizlan
Country Chief Marketing Officer
FWD Malaysia
Diana Boo
Chief Marketing Officer
Boost
Norsiah Juriani Johari
Chief Marketing Officer
MBSB Group
Aileen See
Chief Marketing Officer
Pizza Hut Malaysia
Jay
Head of Marcomms
Hotlink
Organizers
OOH Partner
Partner
Venue Partner
Event Partner
Sponsor
Address
Sledgehammer Communications (M) Sdn Bhd
22-B, Jalan Tun Mohd Fuad 1,
Taman Tun Dr Ismail, 60000
Kuala Lumpur, Malaysia
Contact Details
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