Malaysian Media Awards entries up by 18%

• MMA entries jump by 18% this year
  
• Entries show innovation in areas of branded content and POS
  

Malaysia - The fifth Malaysian Media Awards (MMA) has bucked the trend of falling entry numbers seen at other award shows, and enjoyed an increase in entries of 18% to 279.

"We are extremely excited by the tremendous response to the MMA this year. This year, the bar has risen even more," Tan Siang Lin, president, Media Specialists Association, said.

Prashant Kumar, organising chairman, said this year's MMA highlights some "delightful trends" and that more clients were recognising the critical role of media in driving their business.

"More media agencies are moving beyond getting good deals and counting exposures to coming up with breakthrough innovations, that build client's business," he said.

"This year, we saw an explosion of ideas in the area of branded content and point-of-sale category, which are important pointers to the shape of things to come."

In April, Kumar played up the importance of the upcoming MMA saying it pushed the industry's creativity levels higher during the economic downturn.