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.
