RAK Ceramics, the world’s largest ceramics manufacturer, has won three prestigious Asian accolades at major branding and marketing and corporate social responsibility (CSR) events held in Singapore.
The Ras Al Khaimah-based company has received the ‘Brand Excellence in Construction and Real Estate’ award as part of the CMO Asia Awards for Excellence in Branding and Marketing Awards 2013 and the ‘CSR Best Practices’ award in Asia’s Best CSR Practices Awards 2013.
In addition, RAK Ceramics’ general manager of marketing and communication Abdulla Mahmood received the distinction of ‘Marketing Professional of the Year’ at the event.
The awards are organised by CMO Asia, founded by the US-based Chief Marketing Officers (CMO) Council.
CMO Asia Awards for Excellence in Branding and Marketing – which is in its fourth edition – recognises brands and marketing professionals for making a significant impact in the marketing field and a difference within the industry in Asia, while Asia’s Best CSR Practices Awards 2013, which is the third in the series, is described as the continent’s highest recognition for corporate organisations that have a significant and positive impact on the lives of people around them.
“Over the decades, RAK Ceramics’ innovative and high quality products have created a strong brand image of our products range in the construction and real estate industry,” Mahmood said. “But my greatest pride, by far, is being part of an organisation whose dedication and commitment is not restricted to pioneering products and services but also equally embraces CSR programmes that benefit society – which has been acknowledged at the highest level.”
RAK Ceramics collected its brand excellence award in recognition of its efforts to introduce path-breaking products in varying designs and shapes catering to different market segments ranging from large-scale commercial projects to independent housing units.
The CSR practices award recognises the company’s consistent efforts to introduce eco-friendly products – in particular the Wood Art Collection which is a perfect alternative to natural wood and plays a big role in conserving trees and environment, he said. RAK Ceramics received plaudits for having clear CSR policies in its workplace, which includes provision of the highest standard of health and safety processes for its employees; green manufacturing procedures that utilise high-efficiency burners; and regulation of water consumption and recycling processes that minimise the disposal of waste.
The ‘Marketing Professional of the Year’ award for Mahmood was a recognition of his achievements in elevating RAK Ceramics’ image in the print, social and digital media – a strategy that also helped secure the company’s ‘Brand Excellence in Construction and Real Estate’ award. Cited in particular were Mahmood’s novel global “1 billion sq m” and “50 million bathware pieces” campaigns that has caught the attention of industry peers and media worldwide. Further, Mahmood has introduced digital marketing tools through innovative interactive online, tablet and mobile applications, which included the development of an in-house touch-screen for tile designs.