FOCUS: AGENCY OF THE YEAR AWARDS 2000 - Media Person of the Year - Soh blossoms under influence of CIA's working philosophy

<p>Category: Media Person of the Year </p><p>Winner: Sharon Soh </p><p>Agency: CIA Medianetwork Singapore </p><p><BR><BR> </p><p>"As an outsider, I cannot comprehend Sharon's devotion to the </p><p>company. </p><p><BR><BR> </p><p>She is literally at the office 24 hours a day and talks nothing but </p><p>media. </p><p><BR><BR> </p><p>"CIA seems like her first home, and our home is more of a hotel for </p><p>her." </p><p><BR><BR> </p><p>- Soh Gin Teck, Sharon's father </p><p><BR><BR> </p><p>It is perhaps this quote from the proud (if somewhat bemused) father of </p><p>this year's winner of the Media Person of the Year title that best </p><p>encapsulates the reasons for her success. </p><p><BR><BR> </p><p>Variously described as dynamic, dedicated, client-centric, selfless and </p><p>strategic, Ms Soh's rise to prominence in the media industry is nothing </p><p>short of meteoric. </p><p><BR><BR> </p><p>She joined CIA less than two years ago, and was promoted to senior </p><p>manager in January last year. </p><p><BR><BR> </p><p>Despite her background in what was described as "largely reactive, </p><p>administrative-led media departments of advertising agencies", Ms Soh </p><p>took up the challenge of CIA's pro-active, client-centric environment </p><p>with ease. </p><p><BR><BR> </p><p>Her promotion within a year was in response to her strengths and </p><p>abilities to deliver media solutions, as well as her creativity in </p><p>devising solutions which made a tangible difference to her clients' </p><p>media investments. </p><p><BR><BR> </p><p>As the CIA submission put it, "Sharon's strengths span all media </p><p>dimensions, client management, servicing, creativity, planning and </p><p>implementing Integrated Media Communications (IMC) for all her </p><p>clients". </p><p><BR><BR> </p><p>Even within Singapore's occasionally stifling media environment, Ms Soh </p><p>managed to come up with creative media implementations for all her </p><p>clients, which include Sony, Kenzo, Tag Heuer and Warner Music. </p><p><BR><BR> </p><p>Many of her ideas have been covered within the pages of MEDIA, as well </p><p>as the local and regional press. </p><p><BR><BR> </p><p>Her total involvement and interest in her clients' business made for </p><p>thorough understanding of their needs, allowing her to deliver </p><p>effective, in-brief media solutions time and again. </p><p><BR><BR> </p><p>For Sony, Ms Soh devised and executed media plans for more than 20 </p><p>product launches over a year, each time managing to create a plan which </p><p>helped the communication messages stand out from the clutter. </p><p><BR><BR> </p><p>For example, the first-ever posters on the seat-backs of buses </p><p>advertised Sony products, while educational elements were integrated </p><p>into two popular local entertainment shows on television, Tonight With </p><p>Gurmit and City Beat. </p><p><BR><BR> </p><p>CIA collaborated with Ice Cream! Singapore (formerly known as SilAd) on </p><p>the Sony account, and business development director Leonard Kang praised </p><p>her enthusiasm and imagination. </p><p><BR><BR> </p><p>"She is one of those endangered species who still strives to achieve </p><p>distinctive standards against all odds - and gets there," he said. </p><p><BR><BR> </p><p>"... She demonstrates how media can change the entire picture and impact </p><p>of creative ideas, while still achieving the objectives set by the </p><p>client." </p><p><BR><BR> </p><p>For Tag Heuer, Ms Soh devised a four-page gatefold ad with a twist - the </p><p>ads featured spot UV coating on the watches. </p><p><BR><BR> </p><p>But it was her integrated plan for Kenzo Parfums which created the </p><p>largest stir in her career. </p><p><BR><BR> </p><p>Special perfume dispensers which wafted the new Kenzo fragrance at </p><p>pre-set times were placed in bus shelters along the prime shopping </p><p>district of Orchard Road; Kenzo tattoos were handed out to teenagers and </p><p>adults at Wisma Atria (coincidentally, another of CIA's clients); ads </p><p>were carried in newspapers and magazines and on the radio; and </p><p>competitions and lucky draws were held. </p><p><BR><BR> </p><p>"Sharon perfectly understands the communication needs of Kenzo, thereby </p><p>enabling her to exercise the strategic thinking behind our brand and </p><p>ways to reach our consumers," said Kenzo Parfums Singapore general </p><p>manager Syndy Neo. </p><p><BR><BR> </p><p>According to Ms Neo, the fragranced bus shelter idea reduced the cost of </p><p>sampling by more than half. </p><p><BR><BR> </p><p>Comments from media owners also disprove the notion that media agencies </p><p>are all about discounts and nothing else. </p><p><BR><BR> </p><p>Describing Ms Soh as "a tough but fair negotiator", Singapore Press </p><p>Holdings senior group account director (durables; display ads marketing </p><p>division) Yap Fay Ping paid tribute to her as "one of the few true media </p><p>professionals in this industry". </p><p><BR><BR> </p><p>"She is very good at involving media owners in her clients' campaigns, </p><p>taking time to explain objectives and strategy, represent us to the </p><p>clients and keep us informed of the status of the campaigns," he </p><p>added. </p><p><BR><BR> </p>