RAK Ceramics, the world’s largest ceramics manufacturer, has been honoured for its corporate social responsibility programmes and for its brand marketing by CMO (chief marketing officers) Asia.

The Ras Al Khaimah-based firm received the awards ‘Brand Excellence in Construction and Real Estate’ and ‘CSR Best Practices.’ Additionally, Abdulla Mahmood, RAK Ceramics’ general manager of marketing and communication, received the accolade of ‘Marketing Professional of the Year’ at a ceremony in Singapore.

“Over the decades, RAK Ceramics’ innovative and high-quality products have created a strong brand image,” said Mahmood. “But my greatest pride by far is being part of an organisation whose dedication and commitment, which is not restricted to pioneering products and services but also covers CSR programmes that benefit society, has been acknowledged at the highest level,” he added.

RAK Ceramics collected its brand excellence award in recognition of its consistent efforts to introduce path-breaking products in various designs and shapes catering to different market segments which include large-scale commercial projects and independent housing units.

The company collected its CSR Practices Award in recognition of its efforts to introduce eco-friendly products in particular the Wood Art Collection that is said to be a perfect alternative to natural wood and plays a big role in conserving trees and the environment. RAK Ceramics received plaudits for having clear CSR policies incorporated in the workplace which includes provision of the highest standard of health and safety processes for its employees, green manufacturing procedures that utilise high-efficiency burners, regulation of water consumption and recycling processes that minimise the disposal of waste.

The ‘Marketing Professional of the Year’ award to Mahmood recognised his achievements in elevating the RAK Ceramics brand in the print, social and digital media – a strategy that also helped secure his organisation’s ‘Brand Excellence in Construction and Real Estate’ award at the ceremony. Cited in particular were Mahmood’s novel global “one billion sq m” and “50 million bathware pieces” campaigns that caught the attention of industry peers and media worldwide.

Further Mahmood has introduced revolutionising digital marketing tools through innovative interactive online, tablet and mobile applications which included the development of an in-house touch screen for tile designs. 

Mahmood thanked the CMO Asia awards jury for “recognising my efforts amongst some of Asia’s best marketing professionals.” “The credit for this award goes to the top management for their unconditional support for executing marketing and branding strategies globally. This award will motivate me and my team further to enhance RAK Ceramics’ sustainable brand image,” he added.

It has been estimated that the company has produced enough ceramic tiles to cover a staggering billion square metres since production commenced in 1991. It has sold over 50 million pieces of bathware worldwide since its inception.