Jakarta, December 15, 2021 — BUMN Track, supported by DMID, once again held the 2021 BUMN Branding AND Marketing Award (BBMA) with the theme “Adaptive Through Collaboration in Order to Stay Relevant.” This activity, entering its 9th year, aims to encourage adaptive behavior and collaborative spirit among BUMNs through optimization of branding and marketing to maintain sustainable business.
A total of 107 companies divided into BUMN, BUMN Subsidiary, and BUMN Listed categories competed at the 9th BUMN Branding AND Marketing Award 2021. Subsequently, participants passing the second selection phase consisting of interviews and presentations before the judging panel narrowed down to 49 companies. PT Bank Mandiri (Persero) Tbk successfully swept all Branding and Marketing award nominations in the BUMN Listed category.
CEO of BUMN Track SH Sutarto stated that BUMN Track, as a media outlet verified by the Press Council, consistently provides appreciation to BUMNs and BUMN Subsidiaries that have contributed to performance improvement, particularly through strengthening branding and marketing strategies.
“We also appreciate BUMNs that have innovated in building corporate image and marketing company products in line with the spirit of the Ministry of BUMN, which is dynamic, adaptive, progressive, collaborative, and innovation-oriented toward the future,” he said at the BBMA 2021 awards night at JW Marriott Hotel, Jakarta, Wednesday (12/15).
Chairman of BBMA 2021 Judging Panel and Co Founder & Executive Chairman of WIR GROUP, Daniel Surya stated that the Covid-19 pandemic brought major changes to life order and business models. Rapid changes demand precision in branding and marketing strategy in each company, amid increasingly diverse consumer demands.
“Current consumer trends expect brands focused on transparency, experience, corporate responsibility, sustainability, and building communities rather than merely building quality. The principle of collaboration is considered highly appropriate to achieve success, especially in post-pandemic conditions, because it can increase efficiency, create new ideas, and build wider networks,” Daniel explained.
There are three interconnections: calibration, credible, confidence. When our brand is unknown, our sales will be weak. Conversely, when our brand is well-known by society, even the world, credibility and confidence will strengthen along with increasing revenue. This shows the importance of brand influence on sales and revenue,” explained Arief Yahya.
Indonesia’s Tourism Minister from 2014-2019 and recipient of Best BUMN CEO 2012 according to BUMN Track also observed developments occurring at BUMNs. He appreciated BUMN business orientation directed toward becoming a GLOBAL player.
“If you want to become a GLOBAL player, then the company must have GLOBAL standards in both branding and marketing strategies. This is very relevant with the BBMA 2021 event because we also evaluate aspects of GLOBAL Branding AND Marketing,” said Arief Yahya.
As implemented in previous years, the BBMA 2021 judging process took place in two stages: first selection consisting of questionnaire completion followed by second selection consisting of online presentations before the judging panel from November 25-December 3, 2021.
There are five major evaluation categories, encompassing four Branding Award aspects (Brand Strategy; Brand Identity; Brand Communication & Activation; Digital Branding), two Marketing Award aspects (Creative Communication & Implementation; Technology Enhancement), two GLOBAL Branding AND Marketing Award aspects (GLOBAL Brand AND Marketing Strategy; International Recognition), two Adaptive Through Collaboration aspects (LOCAL Collaboration; International Collaboration), and four The Best CMO BUMN Branding AND Marketing aspects (Creative Marketing Initiative; Leadership & Teamwork; Personal Communication; Corporate Marketing Performance).
Source: Press Release BBMA 9th 2021
