The 'reality' contest aims to challenge advertising agencies to devise their best strategic and creative work through an integrated media campaign to pitch for a real account. The six semi-finalists announced are Asatsu-DK Singapore, Bates 141 Singapore, BBDO Proximity Singapore, Enfatico, JWT Singapore and Shyalala Singapore.
These agencies will return to the SPH News Centre on 21 April to make a 45-minute presentation on their proposal, followed by the announcement of the top three finalists.
SPH explained that the six remaining agencies came closest to their understanding of the campaign requirements. While some were stronger in their concept and creatives, others excelled in innovation.
The agencies also had to demonstrate a clear understanding of what luxury shopping mall Paragon stands for and reflect this positioning in a campaign execution that stands out in a stylish yet understated fashion. They also simultaneously have to effectively amplify this to the right targets through an engaging play of media across multiple platforms.
"It is exciting to see how the ad fraternity addressed this challenge," remarked Geoff Tan, senior vice-president and head of strategic marketing at SPH. "The majority of the proposals we received were strategically well thought-through and presented - not just in creative concepts alone, but also how various media elements were innovatively strung together to enhance brand and drive consumer engagement."