ASIA-PACIFIC – SINGAPORE, SEPTEMBER 2011 – The Singapore Media Awards (SMA) Show 2011, organized by the Association of Accredited Advertising Agents Singapore (4As), recognized more local brands like F&N, Sentosa and Tiger Airways, together with government campaigns for their strategic thinking and innovative use of media.
Overall, Mindshare Singapore upheld the title of Media Agency of the Year for a second year, while ZenithOptimedia clinched the Grand Prix award with its ‘Heineken Office Chair Grand Prix’ campaign.
This year, 4As received a total of 139 entry submissions with a 52% jump in digital and mobile entries. Thirteen awards were given out from 35 finalists. Local brand campaigns displayed a stronger presence at the Awards show, with five award winners, compared to one winner last year.
These include Best Use of Digital for F&N Sparkling Drinks “Singapore Dance Delights Vol. II”, Best Use of Search for Tiger Airways Singapore “Tigers Roar with Search”, Best Use of Radio for Health Promotion Board Youth Mental Wellness “What’s Your Song?”, Best Use of Television for Singapore Kindness Movement “World Kindness Day 2010” and Best Smart Use of Media for Sentosa Development Corporation “Sentosa Spooktacular”.
Ted Choo, president of the 4As commented, “Looking at the entries received this year, 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. 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.”
Attesting to the quality of entries for local brands this year, Leela Nair, chairman for SMA 2011 added, “It is encouraging to see more advertising campaigns for local brands emerging with well-articulated media objectives and strongly executed strategies, on par with the campaigns from their international counterparts.”
On the talent front, new talents in the industry are recognized 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.
