SMA organisers the Association of Accredited Advertising Agents Singapore (4As) said that more local brands stood out this year – winning five awards compared to one last year.
This year, 4As received a total of 139 entry submissions with a 52 per cent jump in digital and mobile entries. 35 were identified as finalists and 13 awards were given out.
Local brands like F&N, Sentosa and Tiger Airways, together with government campaigns had a strong showing including:
Best Use of Digital – F&N Sparkling Drinks – Singapore Dance Delights Vol. II (F&N Interflavine Pte Ltd)
Best Use of Search – Tigers Roars with Search (Tiger Airways Singapore Pte Ltd)
Best Use of Radio – Youth Mental Wellness – What’s Your Song? (Health Promotion Board)
Best Use of Television – World Kindness Day 2010 (Singapore Kindness Movement)
Best Smart Use of Media – Sentosa Spooktacular (Sentosa Development Corporation)
4A’s president Ted Choo said that based on this year’s award entries, it is apparent that new media is increasingly mainstream.
“It is clear that digital and mobile are becoming increasingly commonplace with social media like Facebook being used in almost every campaign entry we received. At the same time, we also noted an increasing sophistication of thought and execution amongst the local brands,” said Choo. “With Singapore’s position as a regional hub for many global brands and a test bed for new campaigns, it is clear that the inventiveness is rubbing off locally.”
SMA 2011 chairman Leela Nair, managing director of Mindshare Singapore, added that it is encouraging to see more advertising campaigns for local brands …. on par with the campaigns from their international counterparts.
Mindshare Singapore took home the Media Agency of the Year award, in second place was ZenithOptimedia, with the Grand Prix and Best Experiential Marketing Campaign awards for local campaign ‘Heineken Office Chair Grand Prix’.
New industry talents were recognised for the Special Achievement Awards including Juliana Lim, marketing director at Pizza Hut Singapore for the Marketer of the Year Award, and Chye Hsiao Jian, MEC Singapore, who was named Young Media Person of the Year.
Now in its seventh year, the SMA recognises and celebrates exceptional media strategies and ideas in local advertising campaigns, focusing on outstanding contributions to the media industry.