Lam Soon Edible Oils Sdn Bhd was a big winner at the Brand Laureate Awards 2014 – 2015, sweeping four awards including the Billion Dollar Brand, Brand Leadership FMCG Man of the Year, Platinum Brand for Knife Cooking Oil and Signature Brand for the Antabax antibacterial range.
The Brand Laureate Billion Dollar Brand is awarded to market leaders with businesses that span the globe and that play a significant role in the economic development of their respective countries.
Lam Soon, through the brands under its stable was found to have a great impact on business communities and the lives of consumers. The Brand Laureate selection committee found the brand to be a trail blazer, setting new trends with its innovative products and services.
Lam Soon, is famed for the consistent quality of its products, new product development, strong brand management skills, and extensive sales and distribution network for brands such as Knife and Naturel cooking oil, Antabax, Fruitale and May personal care products, Zip, Labour and bio-home cleaning products, and distributing Lee Kum Kee products, among many others.
Lam Soon Senior Executive Director, Mr. Kuek Bak Heng, was awarded the Brand Laureate Brand Leadership FMCG Man of the Year award for his role in leading the development, building and nurturing of heritage brands within Lam Soon and developing new products and brands that have become the preferred choice of Malaysian consumers.
A lifelong marketer, he joined the Lam Soon marketing division in 1976, and rose through the ranks due to the innovative brand management strategies and leadership that he brought to bear, adding youthful energy as well as iconic print and broadcast campaigns to established brands.
While helming the marketing division of various departments within Lam Soon, Mr Kuek initiated the deep dive into market research and consumer behavior, long before it was de rigueur to have focus groups and brand surveys.
This practice of understanding consumer behavior continues to guide Lam Soon’s award-winning brand marketing and product development, resulting in packaging innovation and contemporary product design.
“I’ve always believed that as marketers we need to capture the Zeitgeist, so that what we are doing seamlessly connects market, consumer and product around the brand. It is an approach to branding that I see more of now than when I first started, and I’m glad to see it practiced continually at Lam Soon,” he shared.
He was hand picked to be Lam Soon’s Marketing Director in 1995, in recognition of his capability as a brand custodian par excellence, and began working on developing campaigns for award-winning brands such as Knife, and was instrumental in creating the multi-award winning Antabax antibacterial personal care range.
Lam Soon’s brand leadership is well-acknowledged in the Malaysian market with Knife being the no. 1 blended oil, Naturel the no.1 in soft oil and Buruh the no.1 in refined oil.
In 2012, he was instrumental in helping the company breach the RM1billion annual revenue, that has continued to grow year-on-year since.
Mr. Kuek joined the Lam Soon Board of Directors in 2006 as Executive Director, Marketing & Sales, taking on a wider management role, but brand building remains his passion.
“Branding remains my first love, and I am intensely proud of how brands are developed and nurtured in Lam Soon, and of the many brand leaders that we have produced. My thanks to Brand Laureate for recognizing Lam Soon’s leadership and excellence in branding through the Brand Laureate Billion Dollar Award, Brand Leadership FMCG Man of the Year, Platinum Award for Knife Cooking Oil and Signature Award for Antabax,” he said.