Geoff Tan, head of strategic marketing at SPH, hopes to add a spark to the current state of integrated media initiatives. “Instead of just combining various media options to deliver a cross-media activation, we want to challenge our agency friends to bring their most potent ideas to the table and seamlessly weave these together to form a powerful, connected and engaging campaign. It is all about delivering solutions rather than just assembling inventory.”
Advertising agencies taking on the challenge are advised to register at Asiaone.com/thepitch by 9 March 2011 to qualify. A briefing will be held on 11 March 2011 at the Auditorium at the SPH News Centre, after which the agencies can download the official entry form from the same website.
To qualify, each team must be comprised of one account director or strategic planner, one creative director and one media director. The team will be responsible for conceptualising an actual branding campaign for a brand that will be announced at a later date. Among the criteria would be to effectively incorporate a cross-media strategy that satisfies multiple touch-point objectives.
Agencies would not be restricted with regard to the number of participating teams. The closing date for submissions is set on 30 March 2011.
SPH has set the stakes high, with the winning advertising agency receiving the inaugural Golden Cleaver Award, $20,000 in cash and $250,000 worth of media credits from SPH.