BBDO Proximity's winning team comprises of planning director Tan Wee Hoon, creative group head Daniel Kee as well as Cheri Kim Lim, business manager from PHD.
The first runner up was JWT Singapore/ Mindshare, second runner up was Bates 141/ Maxus Global.
Besides the award, the team also won S$20,000 in cash (US$16,000) and US$200,000 worth of media credits from SPH.
A briefing for The Pitch was held on 11 March at the SPH News Centre Auditorium.
More than 180 advertising professionals from 80 agencies came to listen to the official brief for the account they were challenged to pitch for. In true ‘reality show’ style, the secret account was only revealed during the briefing to be Paragon, SPH's luxury shopping mall along Orchard Road.
A total of 27 entries from 24 agencies were received. From these, six were short-listed on 6 April. The teams were then asked to return to SPH News Centre on 21 April to make a 45-minute presentation on their proposal. Of these, the top three were chosen as finalists for The Pitch.
Entries for The Pitch must effectively incorporate a cross-media strategy that engages a minimum three of the six ‘SPH IS ON’ media platforms, with print being mandatory.