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

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

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