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Initiative Media (M) Sdn Bhd's staff celebrated after winning the Grand Prix, Best Advertising 2017 and Best Agency 2017 Awards at the Malaysia Media Awards 2017 (MMA2017). Awards organized by the Malaysian Media Specialist Association (MSA) at Hotel Shangri-La , Kuala Lumpur. (pix by ZULFADHLI ZULKIFLI)

KUALA LUMPUR: Initiative Media bagged nine Gold awards at the Malaysian Media Awards 2017 (MMA2017), including the special Grand Prix award and Agency of the Year award, today.

Other awards won by the agency included the Video (Television/ Cinema Screen/ Multiscreen), Digital (Online/ Interactive/ Mobile), Out of Home Media and Audio, among others.

A total of 17 awards were given out including Advertiser of the Year, which was won by Maxis Communications.

Three new categories were introduced namely Creative Use of Data (Initiative Media), Best Use of Technology (Mindshare Malaysia) and Campaigns that Drive Commerce (Initiative Media).

Organised by the Malaysian Media Specialist Association, it was to acknowledge new technologies and rapid expansion of media channels.

It also celebrated media practitioners for their innovative use of mediums and platforms.

MMA2017 organising chairman Amit Sutha said the theme, "Beyond the Box: Shape the Future of Media," was reflective of the change sweeping through the media industry.

"Media planners do not just plan and buy ads but play a huge role in driving demand.

"Each medium and platform has its own unique characteristics.

"We are now at a point where we can champion that uniqueness and allow for fluidity between the different platforms for each campaign," he said at the ceremony.

Also present at the glitzy ceremony were Media Specialists Association president Yap Chee Weng and Media Prima Berhad chief operating officer Datuk Kamal Khalid, who presented some of the awards.

The jury panel included Media Prima's Fred Mah Kay Liang, Chuah Jia Wen from Google, Catherine Chai from Sony Pictures Entertainment Malaysia and Panasonic Malaysia's Chew Keng Heng.

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