This is the fourth year Marketing magazine has conducted the CREAM study.

CREAM stands for Client Relationships and Experiences with Agencies in Malaysia. The survey commissioned by MARKETING magazine, conducted by TNS-RI using their world-famous TRI*M stakeholder measurement tool, is in collaboration with R3, one of the world's leading agency evaluation and assessment specialists.

Responses were gathered from owners of over 500 brands spread across a spectrum of categories and being serviced by various agencies in Malaysia. All respondents are advertisers who are decision makers in the Creative and Media agency relationships.

And the winning agencies who celebrated at the recent Chief Marketing Officers (CMO) Conference were...

CREAM Creative Agency of the Year 2012
Champion            Lowe Malaysia
1st RunnerUp      Draftfcb
2nd RunnerUp     McCann-Erickson

CREAM Media Agency of the Year 2012
Champion     
Mindshare
1st RunnerUp     Carat
2nd RunnerUp    Vizeum

Special Categories:
CREAM Most Recommended Agency of the Year 2012 - Lowe Malaysia
CREAM Best in Account and Business Orientation Agency of the Year 2012 - Vizeum
CREAM Best in Quality of Talent Agency of the Year 2012 - Carat
CREAM Best in Strategic Abilities Agency of the Year 2012 - McCann-Erickson

Champion CREAM Creative Agency of the Year and Most Recommended Agency of the Year 2012 - Lowe Malaysia! Standing left of Lowe Malaysia Chairman Khairudin Rahim are Harmandar Singh, Regional Publisher of MARKETING magazine and President of the International Advertising Association (IAA) Malaysia, Dato Seri Shazalli Ramly (CEO of Celcom AXIATA Malaysia) and Dr Wong Lai Sum (CEO of MATRADE - Malaysian External Trade Development Corporation).

Champion CREAM Media Agency of the Year 2012 - Mindshare! Standing right after Leader of Mindshare Malaysia Girish Menon are Dr Wong Lai Sum (CEO of MATRADE - Malaysian External Trade Development Corporation), Dato Seri Shazalli Ramly (CEO of Celcom AXIATA Malaysia) and Harmandar Singh, Regional Publisher of MARKETING magazine and President of the International Advertising Association (IAA), Malaysia.

Yasmin Mokhtar, Director of Client Service at McCann Malaysia receiving the CREAM Best in Strategic Abilities Agency of the Year 2012 and 2nd RunnerUp Creative Agency of the Year  for McCann-Erickson from Dr Wong Lai Sum (CEO of MATRADE - Malaysian External Trade Development Corporation) and Dato Seri Shazalli Ramly (CEO of Celcom AXIATA Malaysia).

Bala Pomaleh, CEO of Carat Media Services (M) Sdn Bhd receiving the CREAM Best in Quality of Talent Agency of the Year 2012 and 1st RunnerUp for Media Agency of the Year for Carat from Dr Wong Lai Sum (CEO of MATRADE - Malaysian External Trade Development Corporation) and Dato Seri Shazalli Ramly (CEO of Celcom AXIATA Malaysia).

Margaret Lim, Executive Chairman & CEO of Aegis Media Malaysia receiving the CREAM Best in Account and Business Orientation Agency of the Year 2012 and 2nd RunnerUp for Media Agency of the Year for Vizeum from Dr Wong Lai Sum (CEO of MATRADE - Malaysian External Trade Development Corporation) and Dato Seri Shazalli Ramly (CEO of Celcom AXIATA Malaysia).