The 18th Effie Awards Malaysia celebrated the pinnacle of marketing effectiveness on Friday, with Volvo crowned Brand of the Year and Leo Malaysia taking home the prestigious Agency of the Year title.
Volvo secured its Brand of the Year recognition led by its standout campaign, “Selamat is Volvo”, which won a Gold Effie in the David vs. Goliath (Situational) category, a Bronze in Automotive – Vehicles, and placed as a Finalist in Media Idea and Multicultural Products. The campaign powerfully re-anchored Volvo’s core heritage of safety (“Selamat”) within the Malaysian market, demonstrating how strategic cultural resonance and brand legacy can drive market preference and commercial impact.
Meanwhile, agency powerhouse Leo Malaysia claimed Agency of the Year on the back of an impressive, multi-category performance. The agency clinched a Gold Effie for McDonald’s Malaysia’s “Fans Fries Meal” (Restaurants), along with Silver awards for Dutch Lady’s “Geng Sahur Macam Berbuka” (Beverages – Non-Alcohol and Seasonal Marketing – Products) and Maxis’ “Hotlink: Built For The Bijak Berbajet” (Engaged Community Services). Leo Malaysia also picked up Bronze awards for McDonald’s and Dutch Lady, alongside multiple Finalist spots for Heineken, GXBank, and Samsung.
Notably, five gold awards were given out this year, going to the campaigns:
“From Unknown to Idol: Launching Aiken Niacinamide Like a K-pop Debut” by MBCS for the brand Aiken
“Selamat is Volvo “ by Grey Malaysia for the brand Volvo
“Sensorial: How Softlan Broke a One-Sense Category by Letting a Nation Feel Freshness Across Four” by WPP Media Malaysia for the brand Softlan
“Fans Fries Meal” by Leo Malaysia for the brand McDonald’s Malaysia
“Iftar O’Clock” by TBWA Kuala Lumpur for the brand 7-Eleven
Centered on this year’s theme, “Intelligence. Ideas. Impact.,” the 18th Effie Awards Malaysia highlighted how data-led strategic foundation (Intelligence) and imaginative solutions (Ideas) come together to produce unmissable commercial results (Impact).
Speaking at the gala, Organizing Chairperson and Regional Managing Director Monster Interactive, LV Chong, noted that accountability remains the true benchmark of the industry.
“In today’s economic climate, marketing must serve as the primary engine for business growth,” said LV Chong. “This year’s winners prove that when sharp intelligence is paired with brave creativity, marketing delivers an undeniable return on investment.”
In testament to this commitment to ultimate commercial impact, the 18th edition introduced the Grand Effie in its history, honouring the single most effective campaign of the year.
The inaugural Grand Effie was awarded to “Selamat is Volvo,” by Grey Malaysia for Volvo. Evaluating this pinnacle achievement was an esteemed Grand Effie jury comprising 10 distinguished industry leaders: Audrey Chong (CEO, Dentsu Malaysia), Christinne Lim (Chief Marketing Officer, Astro), Diana Boo (Chief Marketing Officer, Boost Holdings), How Lih Ren (Chief Business Officer, U Mobile), Datuk Lai Shu Wei (Chief Marketing & Sales Officer, Sime Darby Property Berhad), Datin Sri Sharifah Menyalara Hussein (CEO and Founding Partner, M&C Saatchi KARSA), Tan Kien Eng (Chairman of McCann Kuala Lumpur and and President 4As), Ted Lim (Chief Creative Consultant, DIFF Creative Consultants), Tony Savarimuthu (Former CEO Dentsu LHS and Former President 4As ), and Yeoh Sun Loo (Head of Marketing and Growth, Maxis ).
Chief judge Dr. Milan Agnihotri, Head of Growth & Strategy at Dentsu Malaysia, underscored the enduring importance of effectiveness in brand building.
“The 18th Effie Awards Malaysia continues to uphold rigorous, internationally recognised standards,” said Dr. Milan Agnihotri. “Our goal is to ensure marketing remains focused on solving actual business problems and building long-term value in an increasingly complex media landscape.”
Determined by an expert panel of over 76 industry jurors, this year’s winners were selected from a highly competitive shortlist, guided by heads of jury including Sulin Lau(Regional Head of Marketing & Brand, Grab), Tai Kam Leong Chief Commercial Officer, Astro), Andreas Moellmann (Independent Brand & Marketing Consultant, Future Inc.), Chia Pi Wo(Chief Executive Officer & Founder, IDEALOGIC) and Filipe Lampreia.(Chief Strategy Officer, VML)
A total of 5 gold, 12 silver and 20 bronze were awarded from a shortlist of 81 campaigns in the 2026 Effie Awards Malaysia.
The full list of winners can be viewed here.
