To inspire creativity and innovation to advance business in the highly competitive global economy, the Malaysia Design Innovation Centre has introduced the country’s first ever National Creativity & Innovation Award this year. It is to acknowledge companies as having helped build a good image for the country because of their pioneering spirit and innovative ways, which consequently enhanced Malaysia’s image as an international business centre.

It’s certainly no fluke that award recipients such as regional icon Maxis whose brand represents innovation, mobile telecommunications leadership, premier network, and high customer service quality.

Similarly Maybank, which banked on innovation as the country’s premier financial services group re-engineered and re-invented its business model, operations, and services and product quality.

Or the leisure and entertainment Genting group, started out in 1965 with the development of a highland hotel surrounded by mountains, and is today a well diversified conglomerate thanks in no small way to brand building to deliver quality excellence in its products and services.

So, too, for internationally known Mines Resort City, once the country’s largest scarred, derelict wasteland and opencast mine.

Their journey to international recognition and acceptance had been systematically charted and strategies put in place to ensure efforts were made to nurture, promote, market and sell the brands.

A total of 37 companies received the inaugural National Creativity & Innovation Award 2004 from International Trade and Industry Minister Dato’ Seri Rafidah Aziz in conjunction with MDI’s launch of the Creative People, Innovative Nation campaign.

The award will be an annual event and comes with the seal of excellence which award recipients can use in their packaging and promotional materials.

MDI encourages the use of the seal in the companies’ endeavours because helping it to become a recognised yardstick of success can result in enhancing the country’s competitiveness on the global front.

The award recipients for 2004 are Anakku, Assunta, Ayamas, Boh, Bonia, British India, Celcom, Brahim’s, Fella, Gardenia, Genting, Guardian, Hwa Tai, INTI College, Khind, Knife, Limkokwing University College of Creative Technology, Malaysia Airlines, Maxis, Maybank, Metrojaya, Mines Resort City, Premier, Mamee, Padini, Pantai Medical Centre, Parkson, Pensonic, Perodua, Proton, Petronas, Public Bank, Royal Selangor, Rozel, Sunway Lagoon Resort, Taylor’s College and Telekom.

MDI president Tan Sri Lim Kok Wing is confident the award would encourage Malaysian companies to focus on branding when attempting to penetrate the global market.

“All advanced countries are innovative countries. To become a developed country, we must be an innovative country, especially in today’s high-tech environment. The world’s most advanced nations are also the most creative.

“The two go hand in hand. These countries not only produce the world’s best selling brands and introduce the world to new concepts and lifestyles, they also produce the world’s most influential advertising - campaigns that influence millions and create brands that rake in billions,” he said.

He said for Malaysia to be among the best, it must compete among the best. Competing with lesser components will not do. Everywhere in the world, it is the creative thinkers, the norm breakers, who are driving the development of the world’s most successful companies and the world’s most powerful economies.

“If Malaysia were to achieve fully developed country status and be among the world’s most advanced, and that we must be, then we must work to become a truly innovative nation. We must change the way we think. We must think global. We must be prepared to be competitive.”

He noted the world’s most advanced nations are also the richest. They have well developed creative industries which provide effective ongoing research and development support to their industries.

All, with no exception, consider design and creativity a strategic propeller of their national competitiveness. All own internationally known brands of products and services that are perceived to be the best in the world and all are driven by innovation.

These are countries whose governments and companies have aggressively invested in global marketing and brand building for a hundred years or more. Their governments have built economic infrastructure that encourages creativity and innovation.

Their people are highly educated, highly skilled, highly competitive. They are trained and encouraged to be innovative in whatever they do or produce - be it the music they compose, the shoes they design, the cars they make, even the fast food they sell.

“To achieve the goals set for Vision 2020, Malaysia must become much more innovative in the way we build our business; much more creative in the way we build our brands.

“We are fortunate that we have a forward thinking government working closely with the private sector to promote innovation and brand building. This is demonstrated by the range of support services provided by the Ministry of International Trade and Industry, Malaysia External Trade Development Corp and other agencies,” he added.

At the award presentation, its Minister Dato’ Seri Rafidah Aziz said while the promoting of a brand is important and would require optimal use of ICT, and all relevant marketing and promotional tools, it cannot detract from the fact that there must indeed be a superior product behind the brand.

Brands that have forged strong market footholds would have generated adequate brand loyalty to be able to ensure that customers continue to accept whatever changes. In this context, there must be the necessary inputs of innovativeness and creativity to ensure that the products behind the brand are resilient in the market.

Only then can more Malaysian brands gain international recognition and hold their own against other competing brands, she added.

Recipients of the National Creativity & Innovation Award 2004 are:
· Anakku
· Assunta
· Ayamas
· Boh Tea
· Bonia
· Brahim's
· British India
· Celcom
· Fella
· Gardenia
· Genting
· Guardian
· Hwa Tai
· INTI College
· Khind
· Knife
· Limkokwing University College
· Malaysia Airlines
· Maxis
· Maybank
· Metrojaya
· Mines Resort City
· Premier
· Mamee
· Padini
· Pantai Medical Centre
· Parkson
· Pensonic
· Perodua
· Petronas
· Proton
· Public Bank
· Royal Selangor
· Rozel
· Sunway Lagoon Resort
· Taylor's College
· Telekom


Anakku is a household name dealing in baby-care products such as prams and strollers, clothing, as well as toiletries, toys and accessories. Its products under its own label and international licensed brands are sold at more than 80 outlets in Malaysia.

Established in 1973, Anakku Holdings Sdn Bhd was incorporated as a public limited company in 1991. It distributes international brands like Disney Babes, Luv n' Care and Tommee to overseas markets like Australia, Brunei, China, Singapore and Vietnam.

Assunta Hospital in Petaling Jaya has chalked up a number of firsts. It started the first private nursing school in the country in 1961. It was also the first hospital to install the Siemens Magnetom Avanto, a magnetic resonance imaging scanner for the diagnosis pf heart diseases, acute stroke, vascular disease, cancer and sports injuries without using x-radiation.

The 350-bed hospital, which was founded by Franciscan Missionaries of Mary in 1957, runs the Tun Tan Cheng Lock College of Nursing. The Ministry of Education granted the college its status as an institution of higher learning in 1995. The college has since been recognised for its quality nursing education.

Ayamas Food Corporation Bhd markets a wide range of chicken-based foodstuffs and beverages, including frozen food, confectionery, sauces and burgers. Apart from distributing its products to supermarkets and groceries, it operates more than 40 convenience stores.

Listed on the Kuala Lumpur Stock Market, the company started as a processing plant to deliver chicken to KFC and Pizza Hut. Its annual turnover exceeds RM440 million, a quarter of which comes from the sales of chicken products.

Boh Plantations Sdn Bhd is a pioneering tea producer in Malaysia, marketing not only packaged and flavoured tea, but also health and herbal drinks and tea sets. It makes its products from its tea plantation located in Cameron Highlands - the largest of its kind in the country.

Established in 1929, the company was founded by John Archibald Russell. Since then, it has cornered more than 65 per cent of the Malaysian tea market. It enjoys the Superbrand status.

Listed on the Second Board of the Stock Exchange of Kuala Lumpur, Bonia Corporation Bhd boasts a large network of retail operations - 200 outlets at department stores and duty-free centre and 33 Bonia boutiques at shopping complexes. It manages four wholly-owned subsidiaries - CB Franchising Sdn Bhd, Ataly Industries Sdn Bhd, Low Bow Manufacturing Sdn Bhd and Active World Pte Ltd (Singapore).

Its main lines are leatherwear, footwear, apparel and fashion accessories, timepieces and eyewear. Apart from its well-known brands, the company is licensed to manufacture and distribute Santa Barbara, Polo and Racquet Club leather merchandise.

Brahim's food products range from curry, nyonya, ready-to-serve packed sauces and ingredients to ready-to-eat meals and Thai, Indonesian and Malaysian food flavours. They are distributed in Australia through Network Foods.

Produced by Dewina Holdings Sdn Bhd, which was formed in 1986, the company was the first in Southeast Asia to use the Japanese technology of aluminium "retort pouch" packing. Annual sales exceed RM45 million. The company with its factory in Bangi employs more than 2,500 workers.

Established in 1994, the British India Company draws inspiration for a wide range of clothes for both sexes from the British India era in the 1980s. With more than 50 outlets in Malaysia, it focuses its attention on the styles and fabrics for the fashion-conscious middle class.

In just a decade, the company has promoted the British India brand in Singapore, Thailand, Brunei, the Philippines, the Middle East and Australia. Its 16,000-square-foot flagship store in Great Eastern Mall, Kuala Lumpur, showcases large collections of lifestyle products such as sandstone garden pots, furniture and bed linens. Its outlets are managed by BTC Clothier Sdn Bhd.

Malaysia's first private cellular communications operator, Celcom Malaysia Ltd started its analogue mobile network in 1989. It is now a fully integrated communication solutions provider, offering fixed-line and multimedia design and development services, information and value-added services.

Its GSM network commenced service in 1995 with more than 90 roaming partners worldwide. Awarded an Internet service provider's licence in 1998, the company launched its Net operations in 2000. It was the first operator to introduce the 3G service for post-paid subscribers.

A leading furniture manufacturer, Fella Design Sdn Bhd produces an extensive product range - from upholstered sofas and dining sets to coffee tables and home furnishings. It exports its merchandise to Australia, India, South Korea, the Middle East and the US.

Incorporated in 1988, the Shah Alam-based company employs the Enterprise Resource Planning software to make furniture and fabrics. It specialises in the manufacture of more than 500 coordinated fabric designs and more than 50 models of sofa sets.

A bread market leader in the country, Gardenia Bakeries Sdn Bhd manufactures and markets a variety of specialty bread, buns, American-style sandwich bread, rolls, muffin cakes, kaya and snacks. It has the capacity of making 32,000 loaves per hour -- the highest in the region.

Established in 1986, the company became a market leader in four years. Today, it secures 55 per cent of the bread market and produces hahal products under the ISO 9002 quality-certified standard. It operates five factories and a state-of-the-art plant in Laguna, Philippines. Annual sales amount to nearly RM300 million.

Founded in 1968, Genting Berhad is an investment and management company of Genting Group. Besides operating hotels, resorts and leisure businesses, it is involved plantations and property, paper manufacturing, power generation, oil and gas, electronic commerce and IT development and cruises.

Its came into public attention in 1965 when it assembled a technical and construction team to build an access road from Genting Sempah to the peak of Gunung Ulu Kali. After completing the project in four years, the listed company built its first hotel at Genting Highlands in 1971.

A one-stop store for healthcare products, Guardian Pharmacy made its debut in 1967 at the old Weld Supermarket in Kuala Lumpur with a 200-square-foot outlet. Its clients were mostly expatriates.

Over the past few decades, Guardian has become the country's largest pharmacy chain and has opened outlets in Singapore and Indonesia. Today, it operates a network of more than 140 stores and employs 1,000 workers nationwide. Its vision is Bringing Wellness to the Lives We touch.

Incorporated in 1974, Hwa Tai Industries Berhad was listed on the Stock Exchange of Kuala Lumpur in 1992. Since then, it carved out a name for itself as major manufacturer of biscuits under brands such as Hwa Tai, Luxury, Lucia and Palmers. Forty per cent of its products are exported to Asia-Pacific, North America, Europe and Africa.

Awarded the MS ISO 9002 certification, Hwa Tai has won a number of awards, including the Export Excellence Award and Product Excellence Award from the Ministry of International Trade & Industry, and honours in the Monde Selection in Belgium.

INTI College started as a small private college located in Bricksfield, Kuala Lumpur, in 1986. It was relocated to Jalan Sungai Besi in 1899 before it moved to Subang Jaya two years later. In 2001, it opened its 82-acre main campus in Bandar Baru Nilai.

In line with its expansion, it opened branch campuses in Kuching, Kota Kinabalu, Penang and Beijing between 1991 and 1996. It boasts a student population of 15,000. In Sanskrit, INTI means "essence". In Mandarin, it translates as "developing the best in a person" while in Latin, it means "the innermost."

Khind Holdings Bhd was formerly a family business founded by Cheng King Fa 43 years ago. Today, it is a household name specialising in the manufacture, assembly and trade of electrical and home appliances and wiring accessories.

Listed on the Second Board of the Stock Exchange of Kuala Lumpur, the company exports its products to 50 countries in Asia, the Middle East, Europe, South America and Africa. Its product lines include audio-video equipment, home and kitchen appliances and lighting fixtures, all under the Khind brand name. They are made by associate company Kee Hin Industries Sdn Bhd.

The Knife brand marketed by Lam Soon (M) Bhd is associated with well-known household products such as cooking oils, margarines, confectionery fats and palm oil-based consumer goods.

Founded in Singapore in the 1930s, Lam Soon initially dealt in edible oils, rice and copra before it ventured in the oils and fats processing business in Malaysia in 1940s. It has since established itself in palm oil plantation and refinery operations, soap and detergent production, soft drinks promotion and oleo chemicals manufacturing. Its network extends to Thailand, Vietnam, Hong Kong and China.

Limkokwing University College of Creative Technology is synonymous with innovation and excellence in tertiary education both at home and abroad. Its multicultural, hi-tech campus in Cyberjaya attracts 4,000 students from 70 countries. Accentuated by a huge wraparound featuring the creative industries, the atmosphere is thus vibrant and multi-faceted.

The brainchild of Tan Sri Dato Lim Kok Wing, the university has three campuses located in Cyberjaya, Mayang and Kuching. The industry-driven campus provides business incubation units such as Wings Coffee, Making Headings hair salon and Fitofly gym under its training arm, Malaysia Design Innovation Centre. It also houses the Malaysia E-sports Hub, a sophisticated music academy and the Malaysian Design and Packaging Innovation Centre.

The international university offers a broad range of degree and diploma programmes in fields such as business leadership, information communication technology, mass communications, architecture, fashion, music and professional hair design. World-class programme delivery and performance are assured through an international consortium of university partners and a quality assurance board.

In 1947, Malayan Airways operated domestic flights using Airspeed Consul aircraft. It was renamed Malaysia Airways in 1963. Eight years later, Malaysian Airlines System (MAS) made its appearance after separating from Malaysia-Singapore Airways. Since then, it has acquired a fleet of more than 100 aircraft, spreading its wings across six continents and serving more than 100 destinations.

MAS operates a fully computerised cargo centre with a storage area of 166,000 square feet and an annual cargo capacity of 300,000 tonnes. It also runs an engineering division to service aircraft and a training academy.

Maxis Communications Bhd provides voice and data services to 6.4 million subscribers in Malaysia. It operates an international portal as well as a domestic fixed-line network. Its broadband infrastructure includes wireless, fibre optic, microwave and VSAT technologies.

Established in 1995, Maxis was listed on the Stock Exchange of Kuala Lumpur in 2002. It is the country's fifth-largest public company. Over the years, it has introduced innovative and quality communications solutions. It offers postpaid and prepaid services under the Maxis and Hotlink brands.

Incorporated in 1960, Maybank Group is the country's largest financial services organisation with more than 400 branches in Malaysia. Its overseas network spans over 13 countries, including the UK, the US, China, Hong Kong, the Philippines and Bahrain.

The first bank in the country to introduce Internet banking services through its online portal, the group offers a comprehensive range of financial solutions, services and products. With assets of more than RM127 billion, Maybank is one of the top five banks in ASEAN. It has been listed on the Stock Exchange of Kuala Lumpur since 1962.

Metrojaya Berhad commenced business operations in 1976 with a department store at the Pertama Complex, Kuala Lumpur. Since then, the chain has opened five department stores and 62 specialty stores across the country.

Listed on the Stock Exchange of Kuala Lumpur in 1991, Metrojaya offers an extensive range of fashion lifestyle apparel, household goods, cosmetics and frangrances. It ventured into the hypermarket sector through the Cosmart hypermarket in Bukit Jambul, Penang, in 1997. Its subsidiaries are involved in property, investment and operation of general merchandising or specialty stores.

The Mines Resort City occupies what was once the world's largest open-cast mine, which is now a 150-acre man-made lake. Surrounding the blue lake is a resort haven that spreads over 1,000 acres.

Within the Mines Resort City are the Mines Wonderland, a waterfront business park, a shopping fair, 42 restaurants and bars, and facilities for popular sports like ice-skating, bowling, swimming and snooker. It is home to the Palace of the Golden Horses, the Mines Resort & Golf Club and the Mines Resort & Spa.

Mamee-Double Decker (M) Bhd started out in 1971 with a single product. Today, it makes 50 types of food and beverages, including its well-known Mamee instant noodles, potato chips, cultured milk and yoghurt, confectionary and snacks.

Operating one factory each in China and Myanmar, the company exports its products to Asian, Oceania, Africa, Canada, South America and Europe. It markets its growing range of products under other brand names such as Mister, Double Decker, Cheers, Nicolet and Nutrigen.

Padini came to the public attention in 1975 when Hwayo Garments Manufacturing Co launched the brand. The company's name was changed to Padini Holdings Sdn Bhd in 1992 and Padini Holdings Berhad in 1995. Three years later, it was listed on the Stock Exchange of Kuala Lumpur.

In 1999, its first retail store appeared at One Utama Shopping Centre, Petaling Jaya. Its first multi-brand outlet, Padini Shop, was opened in City Square, Johor Baru. Today, it has 160 retail outlets nationwide, promoting brands like Padini Authentics, PDI, P&Co, Seed and Miki.

A public listed company, Pantai Holdings Berhad operates seven hospitals, including flagship hospital Pantai Medical Centre, through its Hospital Operations Division. Under its Healthcare Support Services Division, it runs a clinical laboratory network, nursing and undergraduate medical training courses, clinical waste disposal service and telemedicine. Its vision is "to be at the forefront of healthcare delivery."

Established in 1974, the first private tertiary hospital in Malaysia initially offered 68 in-patient beds until an eight-storey building was commissioned in 2001 to provide 320 beds. Outfitted with rubberised flooring, the new building with a gross built-up area of 50,000 square feet is linked to the old block via a bridge and a walkway.

The retail arm of the Lion Group, Parkson Corporation Sdn Bhd is a diversified retail chain operating the Parkson Grand Department Stores, Xtra Supercentres and Parkson Ria speciality stores. Through such formats, it caters to shoppers from all walks of life and with different income levels.

Parkson is actively engaged in the development and marketing of fashion apparel lines, boutique chains and family footwear stores. In China, it runs stores in 10 major cities, including Beijing, Shanghai and Chengdu.

Pensonic Holdings Berhad deals in the manufacturing, assembly, wholesale and trading of electronic and electric products under the Pensonic brand. Household and kitchen appliances, audio-visual equipment and peripherals are produced by its three-acre factory in Bukit Tengah Industrial Park, Penang.

In 1965, the company was called Keat Radio & Electrical Co, a sole proprietorship based in Penang. It was involved in the import, export and wholesale of home appliances and sound systems until it launched its brand, which was coined from "Pen" for Penang and "sonic" for sound. Its main overseas markets are Asia and the Middle East.

With a workforce of 6,600 employees, Perusahaan Otomobil Kedua Sdn Bhd (Perodua) has the capacity to produce 150,000 units of vehicles per year. It runs 32 branches and 142 sales outlets throughout the country. Its vehicles are sold in 13 overseas countries, including the UK and Egypt.

Set up in 1993, the company commenced business with the launch of the popular Perodua Kancil. Over the years, it has introduced other models such as Perodua Rusa, Perodua Kembara and Perodua Kenari. It is a joint venture involving UMB Corporation Sdn Bhd, Daihatsu Motor Co Ltd, MBM Resources Berhad, PNB Equity Resources Corporation Sdn Bhd, Mitsui & Co and Daihatsu (Malaysia) Sdn Bhd.

Short for Petroliam Nasional Berhad, PETRONAS is the national petroleum corporation established in August 1974 to develop oil and gas resources. It is engaged in a wide spectrum of business and petroleum-related activities, including upstream exploration, marketing and distribution of petroleum products, gas processing and liquefaction, trading, shipping, automotive engineering and property investment.

Wholly owned by the Government, the corporation has business interests in 35 countries. It comprises 93 wholly-owned subsidiaries, 19 partly-owned companies and 55 associated firms. Its principal marketing arm is PETRONAS Dagangan Berhad incorporated in 1982 and converted into a public company in 1993.

Made and marketed by Nibong Tebal Paper Mill Sdn Bhd in Seberang Prai, Penang, Premier products range from facial tissue paper and serviettes to napkins and paper towels. In rolls, boxes or wrapped in plastic, the products are exported to markets in Australia and New Zealand, the Middle East, Africa, Fiji, Mauritius and Asia.

Established 25 years ago, the paper allocated RM50 million in 2004 to set up two new factories. One is equipped with European machinery capable of producing 250 tonnes of high-grade tissue paper daily. Another is designed to make toilet rolls.

Perusahaan Otomobil Nasional Berhad or Proton was incorporated in 1983 to manufacture, assemble and sell vehicles and related products, including accessories, spare parts and components. In 1985, the country's first car, Proton SAGA, rolled out of Proton factory in Shah Alam. Today, the 923,900-square-metre facility is capable of producing 240,000 vehicles a year.

So far, Proton has brought 11 models into the marketplace. Its cars are exported to Europe, Australasia, the Middle East and Southeast Asia. In its financial year ended 31 March 2005, the group's revenue increased by 33 per cent to RM8.4 billion.

The Public Bank Group has achieved strong and consistent growth over four decades, during which more than 250 branches have been set up across the country. In its expansion, it has established operations in the Federal Territory of Labuan, Hong Kong, Sri Lanka, Vietnam, Laos and Cambodia.

Public Bank appeared on the domestic banking scene in 1966 when its founder, Tan Sri Dato' Sri Dr The Hong Piow, opened its first branch at Jalan Gereja, Kuala Lumpur. The group was listed on the Stock Exchange of Kuala Lumpur in 1967 with a paid-up capital of RM16 million. It is today one of the country's top-tier banking groups, employing more than 12,600 people.

Once called Selangor Pewter, Royal Selangor is the world's most popular brand in pewter. The company's products are sold in more than 20 countries through its retail shops and a network of distributors. It has 10 marketing offices complete with warehousing facilities in countries like Australia, Canada, the UK, USA, Japan and China.

Founded in 1885, the company employs more than 600 skilled craftsmen. Nearly 70 Royal Selangor outlets in prime Malaysian locations offer over 1,000 different tableware and gift items. Its products are also found at reputable stores such as Harrods and John Lewis in London as well as Wako and Mitsukoshi in Tokyo.

Rozel Corporation Sdn Bhd, formerly known as JKL Furnishing Sdn Bhd, has carved out a niche as a leading manufacturer and retailer of leather- and wood-based furniture, notably sofa, dining and bedroom sets. It offers classic and contemporary furniture for home and office use.

Since 1990, the company has blazed a trail in the furniture sector. It has opened 10 showrooms nationwide for the display of its branded furniture. Its products are tailored to a customer's preference, lifestyle and budget.

The Sunway Lagoon Resort Hotel is a multiple hospitality development within an 800-acre "resort-in-the-city" destination in Bandar Sunway, complete with hotels, conference and convention facilites, a theme park, a mega shopping and entertainment mall and a medical centre.

Managed by the Sunway Group, the resort hotel had its foundation laid on a mining pool in 1996. The wasteland was transformed into a five-star, 441-bedroom hotel linked to a lagoon, a surf-wave pool, villas and the Sunway Pyramid Convention Centre. In the vicinity are resort condominiums, an amphitheatre, a monorail and the Sunway Lagoon Club.

Since its establishment in 1969, Taylor's College Malaysia has expanded from its main location in Subang Jaya to include four additional campuses in its surrounding area. It runs degree programmes in collaboration with universities in Australia, France, the UK and Malaysia.

Its 55,000-square-foot campus at Leisure Commerce Square, Petaling Jaya, was certified by the Malaysia Book of Records as the largest hospitality and tourism college in the country. Taylor's College was also the first college in Malaysia to be awarded the ISO certification in 1998.

What was once Jabatan Telekom Malaysia was renamed Telekom Malaysia Berhad in 1984 when it was incorporated as a privatised company. The provider of voice and data services was listed on the Stock Exchange of Kuala Lumpur in 1990. Since then, it has diversified with investment stakes in nine countries in Asia and Africa.

Mainly engaged in the provision and maintenance of fixed-line, mobile and Internet services, Telekom Malaysia is backed up by sister companies TMTouch and MOBIKOM. Its multimedia arm is Telekom Multimedia established in 1996. Another subsidiary, ServiceCo, oversees operational activities such as fleet and property management. In a rebranding exercise, it changed its global brand from Telekom Malaysia to TM in April 2005.