IAS AR 2004 - Institute of Advertising Singapore

I N S T I T U T E O F A D V E R T I S I N G S I N G A P O R E 

I N T E R N A T I O N A L A D V E R T I S I N G A S S O C I A T I O N S I N G A P O R E C H A P T E R 

ANNUAL 

REPORT 

2004

Institute of Advertising, Singapore 

51 Anson Road, #03-53 Anson Centre, Singapore 079904 Tel: 6220 8382 Fax: 6220 7187 E-mail: instadv@singnet.com.sg website: www.ias.org.sg 

Council Members 

President 

Rodney E. Pullen 

Group CEO, Batey/red cell 

Immediate Past President 

James Yip 

CEO, MediaCorp Radio 

Vice President 

Donald Ee 


Peggy Tan 

Honorary Secretary 

Palani Pillai 

Honorary Treasurer 

David Teo Keng Hock 


Nalini Naidu 

Renaud Semerdjian 

Telly Tan 

Gerry Rezel 

Rebecca Ang Lee 

James Wong 

Edwin Koh 

Ex-Officio 

Past President IAS 

Gerry Pereira 

MD, J M Ee Consultants 

MD, Consumer Probe 

MD, CRUSH 

CEO, CMS 

Senior Vice President, SPH 

Chairman, Clear Channel Singapore 

MD, Clear Channel Singapore 

VP, Group Marketing & Communications 

C.K.Tang 

Regional Mktg Director, Giordano Originals 

Communications & Corporate Affairs 

Manager, Néstle 

VP, ABN AMRO 

President, Asia Pacific & Middle East, 

Carlson Marketing Group 

Hon. Executive Director IAS & IAA World Board Director 

Patrick Mowe 

Deputy Executive Director IAS 

Danny Koh 

Distinguished Honorary Fellow IAS 

The Honorable Mr. Mah Bow Tan 

Minister for National Development 

Honorary Fellows IAS 

David Teo Keng Hock Founding President, IAS 

Y. P. Chan President IAS 1994-1997 

IAS Presidents 

1990 – 1993 David Teo Keng Hock 

1994 - 1997 Y. P. Chan 

1998 (2 months) Vincent Hoe 

1998 – 1999 Donald Ee 

2000 Gerry Pereira 

2001 - 2003 James Yip 

2004 - Rodney E. Pullen 

* 

Renaud Semerdjian returned to France in April 2004 and and Telly 

Tan was co-opted to serve out Renaud Semerdjian’s term in office as 

Council Member 

Project Committees 

Education 

Chairman 

Donald Ee MD, JM Ee Consultants 

David Teo Keng Hock CEO, CMS 

Harini Ram 

Lim Mei Mei 

Events 

Chairman 


Patrick Mowe 

Danny Koh 

Patsy Ee 

Research 

Chairperson 

Peggy Tan 

Robin Chua 

Education Manager, Adex Academy 

Managing Partner, Brandcom Consultancy 


Hon. Executive Director 

Deputy Executive Director 

Events Manager, SIAC 

MD, Consumer Probe 

Director, Consumer Probe 

IAA Singapore Chapter Committee 

Chairman 

Sorab Mistry 

Vice Chairman 

Vincent Digonnet 

Committee 

Tim Pinnegar 

Alistair McEwan 

Palani Pillai 

Tina Wee 

Richard Joyce 

Julie Sherborn 

Peter Murray 

Tanuj Philip 

Elaine Low 

Mike Stepan 

Executive VP Asia Pacific 

Area Director South & SE Asia 

MD, Singapore McCann-Erickson 

CEO, Asia Pacific, Euro RSCG 

Regional Advertising Manager, Economist 

Regional Director South Asia & Pacific 

International Herald Tribune 

Manager Director, CRUSH 

Director, Mktg & Communications, Forbes 

Regional Advertising Director, Newsweek 

MD, ACP Asia 

Sales Manager, Financial Times 

MD, Y&R Wunderman 

GM, J.Walter Thompson 

CEO Designate, Publicis 

Ex-Officio IAS Executive Council 

Rodney E. Pullen Group CEO, Batey/red cell 

James Yip 

CEO, MediaCorp Radio 

Peggy Tan MD, Consumer Probe 

Patrick Mowe Hon. Executive Director IAS & 

IAA World Board Member 

Danny Koh Deputy Executive Director IAS 

Co-opted Members 

Susie Lim 

MD, Universal McCann 

Guy Beach Regional Director, Initiative Media 

Orchard Road Business Association 

Chairman 

Gerry Rezel 

V P, Group Marketing & Communications 

EFFIE Singapore Executive Committee 

Chairman 

David Tang President, DDB Worldwide 

Vice Presidents 

Simone Bartley 

Tanuj Philip 

Members 


Sorab Mistry 

Palani Pillai 

Patrick Mowe 

Secretary 

Danny Koh 

Patsy Ee 

CEO, Saatchi & Saatchi 

MD, Y&R Wunderman 


President IAS 

Executive VP Asia Pacific 

Area Director South & SE Asia 

MD, Singapore McCann-Erickson 

MD, CRUSH 

Hon. Executive Director, IAS 

Deputy Executive Director, IAS 


Singapore Advertising Hall of Fame Awards 

Chairman & Jury President 

Rodney E. Pullen Group CEO, Batey/red cell 

Committee 

Mike Stepan 

John O’Shea 

Mark Fong 

Kenneth Tsang 

Patrick Mowe 

Danny Koh 

Secretary 

Patsy Ee 

Finance 

CEO Designate, Publicis 

MD, Leo Burnett 

CEO, Batey/red cell Singapore 

CEO, Zenith Media 


Deputy Executive Director, IAS 


Chairman 

David Teo Keng Hock CEO, CMS 

Donald Ee 

Patrick Mowe 

A L Koo 

Steven Toh 

Membership 

Chairperson 


MD, JM Ee Consultants 

Hon. Executive Director, IAS 

Financial Consultant 

Financial Consultant 

Regional Mktg Director, 

Giordano Originals 

Danny Koh Deputy Executive Director, IAS 

Patsy Ee 


International Relations 

Chairman 

Patrick Mowe 

Hon. Executive Director, IAS & 

IAA World Board Director 

Public Relations 

Chairperson 

Patsy Ee 


Danny Koh Deputy Executive Director, IAS 

IAS & IAA Beijing Representative 

Angela Keane 

IAS Executive Council Members 2004 

IAA Singapore Chapter Members 

President 

Mr. Rodney E. Pullen 

Group CEO 

Batey / red cell 


Mr. James Yip 

CEO 

MediaCorp Radio 


Dr. Donald Ee 

CEO 

J M Ee Communications 


Ms. Peggy Tan 

Managing Director 

Consumer Probe 

Hon. Secretary 

Mr. Palani Pillai 


CRUSH 

Hon. Treasurer 

Mr. Teo Keng Hock 

CEO 

CMS Pte Ltd 


Mr. Renaud Semerdjian 

Chairman 

Clear Channel Singapore 

Mr. Telly Tan 


Clear Channel Singapore 

Ms. Nalini Naidu 

Senior Vice President 

Singapore Press Holdings 

Ms. Rebecca Ang Lee 

Regional Marketing Director 


Mr. Edwin Koh 

Senior Director Marketing 

SingTel Mobile 

Mr. Gerry Rezel 

VP Grp. Mktg & Comms. 

C K Tang Ltd 

Mr. James Wong 

Communications & Corporate 

Affairs Manager 

Néstle 

Ex-Officio 

Mr. Gerry Pereira 

Past IAS President 

President, Asia Pacific & Middle East 


Mr. Patrick Mowe 


IAA World Board Director 

Mr. Danny Koh 

Deputy Executive Director 

1

ALL HAIL ROD PULLEN, NEW IAS CHIEF 

Photographs by IAS member Ransome Chua 

Hon. Exec. Director Patrick Mowe delivering the Annual Report 

Representatives from Consumer 

Probe, MediaCorp Radio, Council 

Members and IAS members at large 

attended the IAS Annual General 

Meeting on Thursday 4 th December 

2003 to vote in the 2004 team. 

Newly elected 

President Rod Pullen 

hands Immediate 

Past President 

James Yip his IAS 

Badge for Immediate 

Past President 

A plaque of appreciation 

is presented to James 

Yip for his 3 great years 

serving as a very able 

leader of IAS 

2

It is with great pleasure that IAS welcomes 

Rod Pullen, CEO of Batey Group, who takes 

over the reins of the Presidency of the Institute 

of Advertising Singapore from outgoing IAS 

President, James Yip, recently appointed 

CEO, MediaCorp Radio, who has completed 

a term of three years. 

Another new face on the scene elected to 

the post of Honorary Secretary of IAS is Palani 

Pillai, winner of The Advertising Professional 

of the Year 2003 at the Singapore Advertising 

Hall of Fame Awards. Palani was also the 

project co-ordinator and editor of the recently 

published Ad Industry classic reference 

handbook “Sharpen the Saw: The Advertising 

Handbook of Singapore” launched at the 

Singapore International Advertising Congress 

in September 2003. 

“I am hugely flattered I may say. . .I 

undertake to discharge the responsibilities to the 

very best of my abilities. My initial thinking 

would be to help drive the IAS to become the 

preeminent advertising body for the entire 

‘advertising’ industry in Singapore. That is to 

help build and strengthen the IAS brand, to be 

on par with the world’s best. . .” responded Rod 

Pullen on his newly elected presidency. 

Palani Pillai graciously accepted his new 

role, “Winning the honour of The Advertising 

Professional of the Year Award was a huge 

milestone in my career. To then be able to serve 

as Honorary Secretary of the IAS is my small 

contribution to its members who have worked 

tremendously over the last five years to 

significantly raise the Advertising Industry’s 

profile”. 

With the business at hand concluded, 

everyone proceeded to enjoy a delicious pre- 

Christmas buffet lunch and raised glasses to 

toast and celebrate council member Renaud 

Semerjdian’s birthday. 

Address by Rod Pullen, 

President Elect -Institute of Advertising Singapore 

Mr. James Yip, Immediate Past President, all Executive Council members, Members of the IAS, 

staff of the Advertising Executive Centre and all individuals who contribute so generously to the IAS 

– a very good morning to you all. 

Today I certainly feel it’s a wonderful day. I’m a very happy person…thanks to all of you. I may 

say I was hugely flattered when your Honorary Executive Director Patrick Mowe came to see me, to 

encourage me to stand for this very important position. And now that reality is beginning to sink in. 

And I am delighted. 

This is neither the time nor occasion for me to make long winded speeches. Nor to offer up 

promises that may be impossible to keep. I will only say this….that I undertake to discharge the 

responsibilities of the role, to the very best of my abilities – 110%. 

I consider myself very fortunate to have enjoyed a wonderful career in this industry over the last 

twenty-eight years. There have been many many ‘highs’ and yes, quite a few ‘lows’. I have made life 

long friendships with colleagues, client partners and other professionals in the business. And I have 

been lucky enough to work on so many of the world’s greatest brands. This is a great business. It’s truly 

a business of imagination, ideas and inspiration. And twenty years of that time, has been spent here… 

in Singapore. This country has been very kind, very generous and very good to me. 

In this new role as President, I do have a personal ambition. 

Our industry is experiencing tumultuous change. In some cases we face exciting new challenges. 

In other instances there are tricky issues of adaptation or revision. Many of these are complex, demanding 

and unfamiliar. They need careful analysis, consideration and genuine engagement with many different 

parties. 

With all that said ours is a business of talent. And apart from individual brand names, the only 

asset this industry has is people. And young people look for guidance and leadership when they are 

considering their career options. The IAS plays a critical role here. 

My ambition would be to help drive and strengthen this Institute, to become the pre-eminent 

body within the broad definition of the industry here in Singapore. To help build the brand IAS to be 

the “lighthouse” for our industry and on par with the world’s best. 

In closing I would like to read you the copy of an ad. It appeared in July 1981. It was just one of 

many from a corporate advertising campaign by a large US multinational…so here goes. It’s titled….. 

“Aim So High 

You’ll Never Be Bored” 

Ladies and gentlemen, thank you for your support today. I shall do my damnest to justify your 

kind support & faith in me. Thank you. 

Rod E. Pullen 

Group CEO 

Batey/red cell 

3

Sorab Mistry 

leads IAA Singapore Chapter 

Sorab Mistry, Chief of McCann Erickson Singapore, takes over the reins as Chairman 

At the Annual Meeting of the 

IAA Singapore Chapter, held on 

28th April, it was announced that 

Sorab Mistry is now Chairman 

of the IAA Singapore Chapter. 

Sorab’s career spans 30 years in 

international business in Canada, United 

Kingdom, India, United Arab Emirates and 

Singapore. Born in India with a Canadian 

citizenship, he has served on significant 

industry Boards of Directors, is a guest 

lecturer at several leading universities and a 

recipient of the “Arch of India Gold Award” 

for achievement in International business. 

In June 2003, Sorab was promoted to 

extend his responsibilities as Area Director 

of South and South-East Asia and relocated 

to Singapore from Dubai in late 2003 on the 

retirement of Ray Dempsey as Managing 

Director of McCann’s Singapore office. His 

area of responsibility now comprises 

Singapore, Malaysia, Indonesia, Thailand, 

India, Philippines, Vietnam, Laos, 

Cambodia, India, Sri Lanka, Pakistan & 

Bangladesh. 

Sorab has brought his extensive 

experience in establishing the EFFIE India 

programme to the EFFIE Singapore Award 

Committee which will make its first ever 

presentation of winners on 22 nd September 

at the Grand Copthorne Ballroom with a 

Gala Dinner. 

Sorab is also responsible for getting his 

extraordinary team at McCann Erickson 

Singapore to produce this year’s Pro Bono 

Television Commercial titled: “ The Power 

of Effective Communication. EFFIE 

Awards” 

They also conceptualised and produced 

the mailing shots for the EFFIE Call For 

Entries, popularly described as the “Wall 

Paper” campaign. 

Above: Patrick Mowe, IAA World Board 

Director and Hon. Executive Director of 

the IAS, congratulates Sorab Mistry on 

his election to the Chairmanship of the 

IAA Singapore Chapter for 2004/2005 

Left: McCaan Erickson Singapore 

onceptualisd and produced the witty 

mailing shots for the EFFIE Call For 

Entries, popularly described as the 

“Wall Paper” campaign 

4

The following form the IAA Singapore Chapter Committee for 2004/2005: 

IAA Singapore Chapter Committee 2004/2005 

Chairman 

Sorab Mistry 

Executive Vice President, Asia Pacific; 

Area Director, South & SE Asia; 

Managing Director, Singapore 

McCann Erickson 

Vice Chairman 


CEO Asia Pacific 

Euro RSCG 

Tim Pinnegar 

Regional Advertising 

Manager 

The Economist 


Regional Director, 

South Asia & Pacific 

International Herald Tribune 

Palani Pillai 


CRUSH 

Tina Wee 

Director Marketing & 

Communications 

Forbes 

Richard Joyce 


Director 

Newsweek 

Mike Stepan 

CEO Designate 

Publicis 



ACP Asia 

Peter Murray 

Sales Manager 

Financial Times 

Tanuj Philip 


DY & R Wunderman 

Elaine Low 

General Manager 

J. Walter Thompson 

Ex-Officio IAS 


Group CEO Batey/red cell 


James Yip 

CEO MediaCorp Radio, 


IAS 

Peggy Tan 


Consumer Probe, 

Vice President IAS 

Patrick Mowe 

IAA World Board Director, 

Hon. Executive Director IAS 

5

2 0 0 4 G r a d u a t i o n C o n f e r m e n t C e r e m o n y 

“The 

Land of 

Peach 

Blossoms 

beyond 

this World” 

Diploma & Professional 

Certificate Programmes 

Keynote Address by Rod Pullen, 

IAS President 

Continue to invest time, effort 

(and some cash) to “learn”. 

Today you are celebrating that 

foresight and wisdom. Do not 

stop continuing to invest 

in your future. 

You will pass others by. 

The Land of Peach Blossoms Beyond 

This World… was written by the 

Jin Dynasty man of letters - Tao 

Yuanming. It tells of a fisherman 

who having lost his way, proceeds 

along a stream, at the end of which 

he finds a place of beautiful hills, 

rivers and scenery – especially 

beautiful fragrant peach blossoms. 

The people there lived a peaceful, happy life. 

On seeing the lost fisherman, they tell him their 

ancestors fled to this utopia to escape the recurring 

wars.They decided to live there for ever and stay 

away from the troubled world. Before he leaves, 

the fisherman is guest of honour at a marvelous 

feast. 

But once back home, he keeps thinking of 

the Land of Peach Blossoms, which he never finds 

again, even though he searches for the rest of his 

life! This charming and romantic story can be 

found in most cultures worldwide. And I include 

the culture of business, at least our business - 

ADVERTISING. 

I’ve been fortunate to meet many young 

talented people (such as yourselves) starting out, 

or early on in their career in this industry. Some 

have a romantic, dreamy, somewhat unrealistic 

image of this business. I know many of you are 

mature working adults, already seasoned in 

business so you probably don’t think like this…but 

I say…… “More is the pity!!!” 

Surprising as it may seem, I can well 

remember my first days in advertising. I believed 

it to be EXCITING, GLAMOUROUS, 

DYNAMIC and FUN …. a world populated by 

FAMOUS CHARACTERS and CREATIVE 

TYPES in which talented individuals could 

become fabulously RICH and HAPPY. 

At risk of being seen by you all as a tired old 

cynic…..let me simply say this……It can be all 

those wonderful things and a whole lot more 

besides. But only for a very few people. Why is 

that, you may ask 

Today you are here to celebrate your wellearned 

graduation, but perhaps I can offer a few 

thoughts, which may or may not be useful at some 

point in your future career. So here goes….. 

1.“Spend some time looking in 

the mirror” 

Invest some time thinking about what are 

your own expectations of yourself. Know those 

things are the most important to you today. 

Then think what may be more important to 

you in 10 years time…..20 years. Think hard 

about what is different about YOU. What 

activities / things you like doing and importantly 

what you do not like 

Above all else – be HONEST, CRITICAL 

and REALISTIC about yourself. But don’t be 

afraid to dream and aim high. Be as precise as 

possible. Then write down your thoughts and 

ideas. Put your report away in a private place. Only 

6

get it out and re-read it once a year, on an easy to 

remember date. 

I honestly believe some people get unhappy 

about their work/careers/jobs because they have 

totally unrealistic ambitions or self evaluation 

criteria…. If you don’t know where you’re headed, 

how do you know if you’re getting there If you 

don’t know where you’re headed, how do you 

know what it will take to get there Because where 

is there 

As a result people end up adopting ‘a common 

standard’ or doing the ‘norm’ which means you’re 

becoming more like everyone else and not being 

YOU! 

In marketing, that means you are becoming 

undifferentiated – a commodity! 

2.“Be happy while you’re living” 

There is an old Scots proverb, which says 

“Be happy while you’re living, for you are a long 

time dead!” Most people working in our industry 

appear to be well-suited for the work. But some 

are not. So I urge them to move on. 

Frankly, it is a roller-coaster of a world. It has 

its “ups” and its “downs”. These highs and lows 

are really emotional peaks and troughs. And I sense 

today, the highs are becoming more and more 

infrequent, but are no less critical for you to 

experience, participate in and savour. Ours is 

increasingly demanding and complicated work 

that demands patience, determination, hard work 

and at times – true grit! 

So be honest, own up if you are not happy 

with your work and its challenges. Happy people 

are five times more productive than those 

“chugging along”. 

3.“Be strong but be flexible” 

The advertising industry is changing – and 

very quickly! Having stared hard in the mirror 

you will have decided on your career dreams. But 

be prepared for change. Be prepared to change to 

a new course. 

Technology is changing everything. It’s 

changing this industry dramatically. Marketers 

look for highly effective, highly affordable 

solutions to problems. As a consumer, you yourself 

know people are less and less impressed by ads. 

Advertising is just one of the ways to 

communicate commercially today. There is a 

worldwide trend towards more accountable, 

targeted techniques. 

Across Asia, ‘non classical approaches’ account 

for 26% of all expenditure and this is growing by 

1% each year (and probably accelerating). 

Advertising is no longer “all important” in our 

industry – but you know that. 

Above all else, 

be HONEST, CRITICAL 

and REALISTIC 

about yourself. 

But don’t be afraid to 

dream and aim high. 

4.“But I can’t play Chess!” 

Raymond Chandler once said, “Chess is 

about as elaborate a waste of human intelligence 

as you could find anywhere outside of an 

advertising agency” 

There are a few very well educated, 

brilliant,talented types in this business. But there 

are many “ordinary” individuals,who earn success 

more simply. They apply old fashioned principles 

of “common sense ”. Here are five tips: 

❖ As you already know, continue to invest 

time, effort (and some cash) to “learn”. Today you 

are celebrating that foresight and wisdom. Do not 

stop continuing to invest in your future. You will 

pass others by. 

❖ Set out to be the best informed person 

about the business you are working on, whether 

you are a marketer, agency or media person. Most 

people cannot really contribute much, because 

they really don’t understand much about the 

business to which they’ve been assigned. 

❖ Most of our work is routine and 

considered “maintenance”. Look out for the real 

opportunity and then give it all you’ve got – 150%. 

Sacrifice that weekend away with friends, that 

dinner with your partner, that late night out and 

you will be rewarded and recognized. 

❖ Learn how to be an excellent and 

persuasive communicator. Learn how to write in 

a concise, lucid, way. Practice editing. Do not 

develop the modern disease of using fancy 

marketing and advertising lingo….senior 

management hates B*#! S*#! and long winded 

mail. Learn how to make presentations and be a 

good speaker. You need to be able to sell your 

ideas. The more you sell, the higher you will rise. 

❖ Remember that a journey is only 10,000 

steps. Concentrate on the “KISS” principle-keep 

it simple stupid! Worry about delivering the 

essential and obvious things - but do them 

uncommonly well.Developing a reputation for 

total reliability and always ‘delivering’ on time, 

will drive your career success. 

5. About waiters and cooks 

When you talk to anyone about their choice 

of favourite eating outlets, most say they go to 

that place because “They love the food”. In today’s 

world having high standards in serving customers 

is essential; business is all about providing great 

customer service. 

But I ask you, do you want to be a great waiter 

or a great cook Don’t be content with being a 

waiter….. try instead to become a great cook. 

Being the creator of new ideas to solve business 

problems is I assure you, far more exciting and 

rewarding than being a great waiter. Being a cook 

takes hard work, determination and a love of 

cooking. Becoming a great cook takes courage, 

passion for perfection & imagination 

And this brings me to my last point. 

This industry in which you have already 

invested considerably is a business of imagination. 

It is a business of creation and creating. It is a 

business of conception…of fresh, engaging, 

original thinking & ideas. 

If you decide to remember anything tonight, 

please just remember only that. How lucky we 

all are to be involved in such a wonderful 

industry…and how wonderful, all of you have 

decided to invest your future in its future. 

I have gone on too long…. So I close tonight 

congratulating each and every one of you. In 

today’s “University of Life”, you are already ahead 

of many of your peers. 

Your investment in an IAS Diploma or a 

Professional Certificate programme is tangible 

testament to your hard work, ability and 

determination. All of us at the IAS hope it will 

be a spring-board to great career success. In the 

words of Leo Burnett, founder of the agency of 

his great name…. “When you reach for the stars 

you may not quite get one, but you won’t come up 

with a handful of mud either”. 

Thank you 

7

IAS GRADUATES SOAR HIGH REACHING 

Sixty-four young advertising 

professionals were awarded 

diplomas and professional 

certificates in a Conferment 

Ceremony held in early February 

at the IAS premises in Anson 

Centre. 

Five were conferred with an IAS/IAA 

Diploma in Marketing Communications, 

representing a double whammy as these 

students now have under their belts the 

equivalent of two professionally certified 

qualifications - a Diploma from the IAS and a 

Diploma from IAA, New York. 

As the regional economy looks poised for a 

more optimistic year ahead and the advertising 

industry continues to advance in Singapore, 

media owners, broadcasters and ad agencies are 

constantly on the lookout for talented 

individuals who can make a difference. 

And there is no doubt that today’s young 

advertising professionals aspire to make their mark 

while cruising (with many breaking speed limits) 

on the highway to advertising stardom. Guest of 

Honour, IAS President and CEO of the Batey 

Group, Rod Pullen, paid high tribute to these 

advertising gurus of the future in his speech. 

Course Directors for the Professional 

Certificate Series Ms. Karin Galley-Dick for the 

IAS Media Planning School, Bob Dennis in 

charge of the IAS Copywriting School, Jim 

Aitchison overseeing the IAS Portfolio School 

and Mr. Low Siew Thiam of the IAS Brand 

Management School were highly impressed by 

the practical skills and knowledge exhibited by 

their young charges. The Media Planning 

School in particular attracted the largest number 

of participants over several intakes – a healthy 

boost for the future of advertising in Singapore! 

Above: IAS 

Professional Certificate 

students with Ms. 

Harini Ram, Education 

Manager (centre) and 

Ms. Selvi SanthanRaj, 

Education Asst (far 

right) 

Left: Students enjoying 

the High Tea 

Diploma ( Marketing Communications) students with their 

Media Planning lecturer, Mr. Julian Ng (far left, standing) and 

Mr. Joseph Wong (seated, far right), who teaches the module 

on Creative Fundamentals 

Some of the IAS Brand Management School students with Course Director, 

Mr. Low Siew Thiam 

8

FOR THE STARS 

Standing L-R: 

Mr. Geert Van Kuijk 

(Guest Lecturer: IAS Brand Mgt School), 

Dr. Donald Ee 

(Chair, IAS Education Committee), 

Mr. Rod Pullen (President, IAS), 

Ms. Karin Galley-Dick (Course Director: 

IAS Media Planning School), 

Mr. Ransome Chua 

(Course Director: Professional Cert in 

Advertising by Design) 

Seated L-R: 

Mr. Handrick Ng 

(DMC Lecturer), 

Mr. Julian Ng 

(DMC Lecturer), 

Mr. Low Siew Thiam 

(DMC Lecturer and Course Director: IAS 

Brand Mgt School), 

Mr. Patrick Mowe 

(Hon. Exec. Director, 

IAS & IAA World Board Director) 

Students receiving their Diplomas / Professional Certificates 

from Mr. Rod Pullen, President, IAS 

Course Directors Ms. Karin Galley-Dick for the 

IAS Media Planning School, Bob Dennis in 

charge of the IAS Copywriting School, Jim 

Aitchison overseeing the IAS Portfolio School 

and Mr. Low Siew Thiam of the IAS Brand 

Management School were highly impressed by 

the practical skills and knowledge exhibited by 

their young charges. 

9

Members IAA Singapore Chapter & 

Charter Members of the Singapore Advertising Lecture 

Palani Pillai 



Chief Executive Officer, Asia Pacific 

Tanuj Philip 


Caroline Kan 


Sorab Mistry 

Executive Vice President, Asia Pacific 

Area Director, South & SE Asia 

Managing Director, Singapore 

Tan Ching Khoon 

Chairman 

Elaine Low 


Matthew Godfrey 

Chief Executive Officer 

Masaaki Ishibashi 

Chief Operating Officer 


Group CEO Batey/red cell 

Addison James 


Ben Fennell 


Chew Lee Ching 

Executive Director 

David Tang 

President 

K Shiobara 


John O’Shea 


Bhaskar Rao 

CEO & Area Director SE Asia 

Simone Bartley 


Mike Stepan 

Chief Executive Officer Designate 

10

S i n g a p o r e A d v e r t i s i n g L e c t u r e 2 0 0 4 

Rageh Omaar 

Accidental War Correspondent 

His name translates to ‘one who 

comes late’ but Rageh Omaar 

was right on time to deliver his 

talk on ‘Marketing Risks in An 

Age of Terror” at the Ritz Carlton 

Millenia Hotel on 29 th April. 

Organised by The Institute of Advertising, 

Singapore, BBC’s Man in Baghdad presented the 

living reality of dicing with (and defying) death 

daily as he reported news bulletins and filed 

dispatches daily from his hotel rooftop, his 

steadfast courage, calm delivery and boyish good 

looks earning him a worldwide fan club of 

admirers. The New York Post dubbed the British 

citizen “SCUD STUD”, especially after his success 

with his two book deals, but the 36-year old is 

unfazed. He prefers to leads a quiet life in London 

with his Occupational Therapist wife, Nina and 

their two young children. 

“Living dangerously is exciting, terrifying, 

compelling, but it’s made me a better journalist.” 

He insists he’s not a war correspondent and 

never set out to be one, but just grew into it 

because he was already familiar with the 

territory within the war zone and was 

regarded as an expert on Iraq, having 

reported on the scene there for six 

years. 

Among his darkest memories, he 

recalls many days of terror filled with 

uncertainty. “I was less than half an 

hour away from the centre of the action 

– in fact, strong blasts of explosions vibrated 

throughout the 18 storey hotel where I was staying. 

The reality of it all is that however careful you 

are, however good or strong the support system is, 

luck does run out at some point. Three of my 

colleagues died on 7 th April and yet the rest 

survived. Many awful things I saw up till May 

last year made me terribly angry, but I had to 

walk away. I try and see beyond those terrible 

images, visualise the bigger picture – that the 

world is changing everyday.” 

After 8 to 9 years covering the war scene, 

he doesn’t attempt to hide or bury those painful 

images anymore, just accepts that it’s happened. 

Almost as a form of therapy, he penned his 

deepest feelings, thoughts and memories of 

war-torn Iraq in his first book, Revolution Day, 

based on extracts faithfully recorded in diaries 

he kept while in Iraq. 

Published in March, his epilogue reads, 

“Anything less than a thoughtful and determined 

course of action for a new Iraq will mean that the 

legacy of Saddam Hussein’s brutal dictatorship wil 

linger for many years to come.” 

He is not optimistic about Iraq’s future, as 

his Iraqi friends tell him that they worry about 

the general chaos and spate of kidnappings 

post-Saddam’s regime. He himself hopes to 

return to Iraq soon (by the end of summer) 

but admits he’s rather nervous at facing the 

post-war chaos he expects to be confronted 

with. He’d rather be in less volatile and more 

peaceful surroundings, like within the four 

walls of his West London terrace house 

watching his two young children grow up, and 

putting the finishing touches to his second 

book, tracing his Somalian and East African 

roots. 

The Singapore Advertising Lecture and Gala Dinner 2004 

“President’s Opening Address” delivered by James Yip 

“Why a lecture 

Shouldn’t industry 

gatherings like this be 

about recognition…..of 

great talent, great work, 

of effectiveness and 

creativity” 

Immediate Past 


James Yip addresses 

the issue as he 

eloquently delivers the 

President’s Opening 

Address at the 5th 

annual Singapore 

Advertising Lecture 

2004 

Advertising industry professionals, IAS 

Charter Members, IAA Singapore Chapter 

Members, the IAS Council and all 

Members,Commercial Sponsors, Guests, Friends, 

Ladies and Gentlemen…it gives me great pleasure 

to wish you a very warm welcome to this….. “The 

Singapore Advertising Lecture 2004” 

Tonight is a highlight in the annual 

advertising industry calendar. Launched in 2000, 

this is the 5 th such annual Advertising Lecture. 

Tonight’s event celebrates the commitment, 

the collaboration and the collective spirit of the 

advertising industry here in Singapore. Judging 

by the quality of those attending tonight, 

representing all elements and specializations of our 

profession,it is clear our industry is quickly 

maturing and gaining momentum. 

You may be asking “Why a lecture” 

“Shouldn’t industry gatherings like this be 

about recognition…..of great talent, great work, 

of effectiveness and creativity” 

The truth is the advertising industry already 

has plenty of awards. 

Some say, we should spend more time 

thinking & planning ahead to improve the quality 

of business, consumer & strategic insights, rather 

than celebrating victories of what David Ogilvy 

described as “The slippery surface of irrelevance 

brilliance”! 

Importantly we all need INSPIRATION and 

STIMULATION. This is the singular aim of the 

annual IAS Advertising Lecture. And as many may 

admit, the best sources of INSPIRATION are 

often found outside of one’s own area of 

specialization. 

Some criticize the advertising industry as 

being overly parochial, obsessed with creativity 

and out of touch with commercial reality! 

Tonight is very tangible evidence that the 

Singapore “ad industry” the Institute of 

Advertising Singapore, its Charter Members 

and the IAA - Singapore Chapter, are all 

seriously focused on today’s hard realities. 

Clearly all of you who decided to attend this 

11


gathering tonight are definitely well aware of the 

potential threats we all face! 

I would like to collectively thank all the 19 

Charter Members, that have generously, wisely and 

faithfully supported the IAS and this Singapore 

Advertising Lecture over the past five years. They 

represent top international and Singapore 

advertising agencies and their numbers have been 

growing steadily, year by year. 

Sincere thanks to BBC World for copresenting 

this gala event. Founded in 1991, 

initially to serve Asia and the Middle East today, 

BBC World reaches 255 million households across 

more than 200 countries and territories, 

worldwide. 

BBC World draws on the resources of BBC 

News the world’s largest news-gathering 

operation,comprising 58 bureaux with over 250 

correspondents globally. 

On behalf of the IAS, I’d like to thank each 

& every-one of you. By attending tonight, you 

have helped fund this important event. But in 

giving of your time, you have made a bigger 

contribution; to the broader development of the 

Singapore advertising industry. And for that 

commitment, sincere appreciation from the IAS. 

To move on… 

I believe everyone in this room knows well 

the significance of some the following dates and 

places: 

11 th September 2001 New York 

12 th October 2002 Denpasar 

05 th August 2003 Jakarta 

20 th November 2003 Istanbul 

11 th March 2004 Madrid 

L-R: Tim Pinnegar, Regional Advertising Manager, The Economist Group; Sunita Rajan, 

Deputy Airtime Sales Director – BBC World and Patrick Mowe 

Lest we forget, may I ask for a few brief 

moments of total silence so that each & all can 

reflect on the importance of peace. (10-15 seconds 

of QUIET) 

In the last 30 months, it seems as if the world 

has gone mad. Certainly Ted Levitt’s ‘global village’ 

in which we all must live and work today, has 

changed forever.Today, every one of us lives and 

works in “An Age of Terror”. I sense everyone here 

must have been touched personally. Who hasn’t 

ever questioned boarding that aeroplane or making 

a trip to a previously ‘safe destination’ And if we 

have been affected personally, certainly we’ve been 

affected professionally, one way or another. 

But I hope very few of us have had to face the 

harsh realities of war or terrorism first hand. 

Our guest speaker tonight has done just that. 

We are fortunate to have with us tonight - RAGEH 

OMAAR. Rageh rose to prominence as the BBC’s 

man in Baghdad.His reports from the beleaguered 

capital captivated the world. Throughout the early 

days of the Iraq invasion in March 2003, he stood 

on that hotel rooftop and told it ‘straight’. His 

calm delivery and youthful looks made him 

household brand. Like many of his colleagues, he 

was prepared to risk ALL in the pursuit of his 

chosen profession. That is true commitment! 

Rageh Omarr was born in Mogadishu, 

Somalia and is the youngest of four children. He 

was educated in the UK at Cheltenham Boys 

College and graduated from Oxford University as 

L-R: Anthony Pounds – Managing Director- 141 Worldwide; Tone Bergan – Graphic Designer 

& Artist, Tone; Petter Gulli – Executive Creative Director, Bates Singapore; Sarah Thomas – 

Senior Planner, Bates Singapore 

L-R: Terence Chan, Executive Group Director – Zenithmedia; Kenneth Tsang, Chief Executive 

Officer Singapore – Zenithmedia; Renaud Semerdjian, Chairman –Clear Channel 

12

Guests mingling and networking at the cocktail reception before the Ad Lecture 

Vaasu Gavarasana, Regional Business Director – McCann Erickson; Anthony 

Phelips, Regional Director, Asia-Pacific/Canada- McCann Erickson Healthcare; 

David Matthew Fong, Deputy Director- MCDS 

NicVan Zwanenberg, Head of Network Development- BBC World Asia; 

Penny Richards, Asia Bureaux Editor – BBC News Asia Bureau; 

David Butorac, Chief Operating Officer – Astro All Asia Broadcast Centre 

BA Hons in Modern History. 

His career spans 15 years, starting as a trainee at ‘The Voice’ 

newspaper in Brixton, London. In 1991 he moved to Ethiopia as 

a freelance foreign correspondent with much of his work broadcast 

by BBC World Service. 

In 1992 he returned to London to produce “Focus on Africa” 

continuing to work as a broadcast journalist for the World Service. 

After a 3 month sabbatical studying Arabic at University of Jordan, 

he was appointed as the Amman correspondent in March 1997, 

before becoming the Developing World correspondent in 1998. 

Then he moved to Jo’burg as the BBC News Africa 

correspondent. In September 2003 Rageh delivered the Royal 

Television Society’ Huw Weldon lecture, which was broadcast 

Touche reception by kind courtesy of Asia Pacific Brewery 

13

Above, Rageh Omaar delivering his speech 

Left: Rageh Omaar, PMowe, James Yip, 

David Butorac, Chief Operating Officer – 

Astro All Asia Broadcast Centre 

on BBC 2.He has signed a two-book publishing 

agreement with Viking. The first entitled 

“REVOLUTION DAY” recently published, is drawn 

from his diaries kept whilst in Iraq. 

The second will be about Somalia, where he was 

born.It is to be highly personal, bringing together stories 

of war, exile, tradition & his own family. 

During the last Edinburgh Television Festival, Rageh 

spoke at a seminar titled “Saddam, My part in his 

downfall” along with Juliet Bremner, ITV; Ross 

Appleyard, Sky News; Brent Sadler, CNN. He recently 

won an Emma award for Best Media correspondent. 

Ladies & Gentlemen, It gives me great pleasure now 

to call upon RAGEH OMAAR to deliver the 

SINGAPORE ADVERTISING LECTURE – 2004 

“Marketing Risks in an Age of Terror.” 

James Yip presenting a memento of appreciation 

to Rageh Omaar 

14


Patrick Mowe, Mrs Rosalind Mowe, Patrick Lim, Advertising Sales & 

Multimedia, Consumer Markets, StarHub; James Heng - Executive Vice 

President, Media Business Group – SPH 

Peggy Tan, Managing Director, Consumer Probe & Vice President, IAS; NicVan 

Zwanenberg, Head of Network Development, BBC World Asia; Sandie Lee, 

Programming Consumer Markets, Cable TV Services, Consumer Markets, StarHub 

Terrence Voon, Senior Broadcast Journalist, SAFRA Radio; 

Sandra Buenaventura, General Manager, SAFRA Radio; 

Robin Chua, Director, Consumer Probe 

David Matthew Fong, Deputy Director- MCDS; Palani Pillai, Managing Director – CRUSH; 

Beverly Wong, Corporate Communications – StarHub; Amy Gay, Deputy Director, MCDS 

Left: Richard Dyason – Vice President 

& Head Strategic Marketing Division, 

Personal Financial Services, UOB 

with Elaine Oh – Manager Travel 

Distribution Asia Pacific, BBC World 

Singapore 

Henry Lim, Group Chief Financial Officer, MediaCorp and 

James Yip, CEO MediaCorp Radio 

Left: Rajat Mittra, Senior 

Marketing Manager, Asia - BBC 

World and Sorab Mistry – Area 

Director –South & SEA, 

Executive VP-Asia Pacific- 

McCann Erickson 

Above: James Yip, CEO –MediaCorp Radio; 

Danny Koh – Deputy Executive Director – IAS; 

James Heng – Executive Vice President, 

Media Business Group – SPH MediaWorks 

15

T h e E F F I E S e m i n a r s 

HOW TO WIN AN EFFIE 

Presented by Linden Davis, President, Lin Davis & Associates 

Date: 

Thursday 1 April 

Afternoon 2.30pm-3.30pm 

Evening 6.00pm-7.00pm 

Venue: DDB Singapore Auditorium, 226 Outram Road 

Date: Friday 2 April 

Afternoon 2.30pm-3.30pm 

Evening 6.00pm-7.00pm 

Linden Davis, who has been associated with the New York EFFIEs for 30 years, and who will preside as the 

Moderator of the judging in Singapore in June, will be flown out specially to conduct the Singapore seminars 

in April on 'How to win an EFFIE' to held over two days on 1st and 2nd April at the DDB Auditorium. 

Linden will attempt to de-mystify any preconceptions about winning EFFIEs. 

Want to know HOW to win an EFFIE Award 

The unconventional and flamboyant Linden Davis believes 

in ‘taking the bull by its horns’ and getting straight to the heart 

of the matter. Expect cutting edge directives delivered with 

panache. Expect to be painfully challenged, to be pushed far 

beyond your limits of creativity, to settle for nothing less than 

your absolute best! 

With an impressive background of over 30 years’ hands-on 

marketplace exposure in advertising, business management and 

consulting, studying and implementing product research 

methodologies and a seasoned veteran EFFIE judge for more than 

three decades, Linden Davis is indeed the man to tell you HOW 

to do it. 

Among his sterling accolades: 

• Led market research of new products at Lever Brothers in 

New York, directing consumer insights and product research used 

in the creation and development of its new products 

• Directed strategic input into advertising and marketing 

campaigns for highly recognized, blue chip advertisers at 

McCaffrey and McCall. 

• Directed strategic input into Sterling Health’s marketing 

research strategies and measured the performance of their overthe-counter 

remedies; also conducted consumer research assessing 

the value of potential acquisitions. 

• Formed a consultancy, Lin Davis & Associates, working 

across many categories such as automotive, entertainment and 

pharmaceutical. In particular, he consulted at Bristol-Myers, 

working on a number of OTC and several Rx-OTC switch 

assignments, one being the FDA approval for Excedrin’s migraine 

indication. 

• Developed a new brand loyalty and equity model called 

‘Relationship Monitor’ for Foote Cone & Belding which led to 

him managing Relationship Monitor and its world-wide 

deployment. Lin successfully line-extended the model into a small 

module for small-scale, stand-alone studies and for useful inclusion 

in other strategic tracking studies. 

Linden Davis, President, Lin Davis & Associates 

“We are delighted that Singapore is the 

second country in Asia after India to launch 

the EFFIE Awards. It says quite a lot about 

the quality of advertising professionals in 

Singapore who have already shown that 

Cannes, Clios and New York Festival 

Awards do not frighten them.” 

AN EFFIE VETERAN 

Lin has been associated with the Effie Awards for over 30 

years. In addition to being a past-president of the New York 

Chapter of the American Marketing Association, the sponsor of 

the Effie Awards, he was Chairman of the 5th Awards in 1974 

and Co-Chairman of the 10th Awards in 1979. He was personally 

responsible for introducing the Effies to France and Mexico. He 

has participated in the EFFIE judging for 30 years and has 

moderated final judging for over 10 years. 

16

NEW YORK 

HERE WE COME! 

IAS Events Manager Patsy Ee & Deputy Executive 

Director Danny Koh flew to the Big Apple in late 

February to learn and understand firsthand the 

processes and methods of judging practised at the 

EFFIE judging in New York, which took place on 26th 

& 27th February. It was a once-in-a-lifetime 

opportunity to be amongst the creme de la creme of 

top-notch advertising and media professionals and 

witness (and participate in) the actual judging 

procedures 'live' and in person. 

Organised by the New York American Marketing 

Association, both Patsy and Danny gained practical 

insights on the judging process and procedures in 

preparation for the EFFIE Awards judging in 

Singapore on 9th June. 

Judges for the New York EFFIE Awards are drawn 

from CEOs and Senior Managers of Ad Agencies, 

Media Agencies and major advertisers. While in New 

York, Patsy and Danny met up with Marie Scotti, the 

IAA Director of Membership Services and further 

strengthened mutual ties with an exchange of 

information between IAA in New York and the IAA 

Singapore Chapter. 

L-R: Janet Pines, EVP & Director of Strategy & Insights of Foote, Cone & Belding Worldwide New York, 

(one of the EFFIE Judges); Linden Davis of Lin Davis & Associates Ltd, who will be coming down to 

Singapore to give a talk on the EFFIE, Danny Koh, Deputy Executive Director, IAS. 

L-R: Patsy Ee, Events Manager IAS; Bruce Meyers who sits on the 

EFFIE steering committee and Danny Koh 

L-R: Ms Mary Lee Keane, Executive Director New York American Marketing 

Association; Danny Koh and Patsy Ee of IAS; Mike Wong of McCann- 

Erickson Guangming Ltd, Managing Director, Hong Kong Vice President, 

Greater China. Mike is also the Chairman for the 4As in Hong Kong. 

L-R: Ms Marie J. 

Scotti, Director, 

Membership 

Services of IAA 

New York and 

Danny Koh 

L-R: Ms Erica Stoppenbach, International Manager, Assistant to Executive 

Director of the New York American Marketing Association; Patsy Ee and 

Danny Koh. 

17

T h e E F F I E S e m i n a r s 

HOW DO YOU WIN AN EFFIE 

David Tang, Managing Director of DDB and Chairman of the EFFIE Committee, addressed advertising media 

Ladies and Gentlemen, and Comrades 

fighting for Good Advertising. Welcome to the 

EFFIE Seminars! Good to have you back at 

school. 

The EFFIE IDEA 

This is where it all begins. The idea for the 

Singapore EFFIES began here two years ago. In 

fact it was cooked up upstairs, 3 rd floor in my 

room. 

Tim Evill and I met up with Patrick Mowe, 

that good man from IAS, and gave him a hard 

time that the IAS should get Real – and do 

something big and credible for Singapore 

Advertising. 

We told him we should have our very best 

case studies, our very own EFFIE Awards. As an 

inspiration to all in the business. 

We gave him a hard time. Of course, it was 

easy for us. We were “All talk and no action”. 

WE DIDN’T REALISE PAT WOULD 

TAKE US SO SERIOUSLY. 

I remember, Pat asked us where he could buy 

it. So today, he’s succeeded in bringing the EFFIES 

from New York to Singapore. 

The second country in Asia to have it. 

Along the way, he got two powerful Ministers 

– Dr. Lee Boon Yang, Minister of MITA and Mah 

Bow Tan, Minister for National Development to 

support this. 

He’s worked very hard. 

RETRIBUTION 

IN RETRIBUTION, he has punished me 

by making me the Chairman of the EFFIE 

Committee. I then had to rope in Simone from 

Saatchi, Tanuj from DYR, Sorab from McCann, 

Rod Pullen from Batey and ‘Adman of the Year’ 

Palani from CRUSH. 

Hell, if I have to suffer this alone. 

My colleagues in the EFFIE Executive 

Committee have given a lot. Long meetings, bad 

coffee, cold aircon in that IAS room. 

The IAS and the Committee have been hard 

at work to ensure that the Award Show and Gala 

Dinner on 22 nd September at the Grand 

Copthorne Waterfront Hotel will be a memorable 

experience. 

IT’S NOW UP TO YOU 

Now it is up to you to send in the entries for 

your clients, and win the honours. 

If I may share a word on the EFFIES. We 

believe very passionately that Creativity is the 

magic for our business. More and more, our 

EFFIE Chairman David Tang 

business needs breakthrough thinking. But 

Creative Award Shows are not enough. Sometimes 

we get interesting ads, but often ads that do not 

make a real commercial impact for our clients. 

Breakthru Results 

We need to celebrate the creative work that 

brings in the RESULTS. And bring RESPECT 

to our industry. We hope each agency will send 

in at least 10 entries. May a thousand flowers 

bloom. 

About LINDEN DAVIES 

We are also very pleased to have with us today, 

Mr. Linden Davis from New York! 

Lin has participated in the Effie Awards for 

30 years. In addition to being a past-president of 

the New York Chapter of the American Marketing 

Association, sponsor of the Effie Awards, he was 

Chairman of the 5 th Awards in 1974, Co- 

Chairman of the 10 th Awards in 1979, and has 

introduced Effies to France and Mexico.He has 

participated in judging for 30 years and has 

moderated final judging for over 10 years. 

WHO CAME FOR THE BRIEF: 

Some 100 advertisers, sponsors, Charter & 

Foundation members (including the IAS 

President) dropped in at the DDB Auditorium 

to hear Linden Davis’ hour long presentation on 

how ad campaigns should be done to qualify for 

An EFFIE and the thinking that goes behind such 

high calibre creatives. 

The affable Linden Davis 

AND NOW, OVER TO YOU, LINDEN: 

EFFIEs recognize advertising effectiveness and are 

focused more on marketplace effectiveness. The 

increasingly competitive marketing environment is 

making accountability of advertising more relevant. 

EFFIEs are given for advertising that has proven 

accountability; that’s why EFFIEs are becoming the 

most desired advertising awards around the world. 

A description of what goes on among judging 

juries in deciding on a winning entry: 

I have been involved in EFFIE judging for over 

20 years and have moderated final judging panels for 

over 10 years. Senior members of Singapore’s 

advertising, marketing, media and academic 

communities will compose several juries of between 7 

to 15 members. Judging is highly intensive work; 

sometimes an hour will go by with no sounds because 

judges are concentrating so hard. 

The judging process involves reading each section 

of a very comprehensive brief of effectiveness that 

entrants submit in addition to their advertising 

campaigns. Judges use their senior level experience to 

assess how ambitious the campaign objectives were, 

how well the goals were achieved, whether the results 

could be mainly attributed to the advertising campaign 

and whether the creative strategy, marketing and media 

tactics were consistent with the objectives. They score 

this part of the entry. Then the judges review the 

submitted advertising materials and score them next. 

They must keep in mind the creative strategy, how 

well they feel the campaign delivered on the creative 

strategy and how well they believe the campaign drove 

the results cited in the brief of effectiveness.This process 

is repeated up to 20 times in a jury. It is very hard 

work. 

A few personal thoughts on what makes a good brief: 

In short, what you’d expect as a good expression 

of a marketing plan, or a good statement of a creative 

strategy These same requirements make a good model 

for reviewing an EFFIE entry brief. 

18

epresentatives at the IAS EFFIE Seminars on 1 st and 2 nd April at the DDB Auditorium. 

Patrick Mowe & Linden Davis pose for AdLib 

All smiles - Saatchi & Saatchi CEO, Simone Bartley with Patrick Mowe, David McKenzie of Batey Ads, 

Christopher Foo, COO Batey and David Tang, MD DDB Singapore. IAS's Danny Koh is on the extreme 

right 

Mike Stepan, CEO (Designate) Publicis with Mr 

Philip Lu, Marketing Manager, Mazda Motor & Mr 

David Phey, General Manager, Publicis Dialog 

EFFIE Chairman David Tang with 

Committee Member Tanuj Philip, MD of 

DY&R Wunderman 

Please keep the judges (senior executives) and the 

environment (intense) of the judging process in mind. 

You want to facilitate the judges’ jobs as much as 

possible. 

• Make your briefs clear and easy to read: judging 

sessions are intense & difficult. 

• Making their job more difficult with small 

typeface and complex sentences will not win points. 

Be direct, simple, linear in your story telling: take the 

reader (judge) by the hand and lead him/her directly 

through your arguments. Don’t confound with twists 

and turns or superfluous material. 

• Be Concise : avoid making the same points using 

different words -some briefs labour on and on, restating 

some points from many different directions.It may be 

intended to look like a lot, but it really isn’t! 

• Avoid effusive hyperbole: when an 

accomplishment is made out to be bigger than it 

actually is, the reader should be aware of ‘hucksterism’ 

• Quantify results; avoid “hearsay” and organize 

your results according to your objectives: the more 

quantitative evidence is 

Patrick Mowe explaining the finer points of 

EFFIE criteria judging as Ad Asia's Allein 

Moore and the Saatchi & Saatchi team look on 

l-r : David Tang, Linden Davis, Winston Lee (Director of 

Marcom, Football Association of Spore), Patrick Mowe 

and Simone Bartley 

19

JUDGING THE 

INAUGURAL SIN 

For the first time in 

Singapore, advertising is 

being judged on 

effectiveness and not 

creative efforts. 

This amazing breakthrough 

comes as a welcome relief for most 

clients, who understandably want 

to see tangible results of their 

advertising investment. 

An increase in sales and a 

corresponding rise in revenue, 

greater awareness and perception of 

the brand product or service and a 

development of brand loyalty are 

welcome returns. 

Fifty eight judges assembled 

from a wide spectrum of major 

advertisers, marketing companies, 

creative and media agencies, media 

owners and buyers, broadcasters, 

academia and international 

publishing groups cast their votes on 

72 entries submitted in 14 

categories at the Grand Copthorne 

Hotel on 9 th June. 

The early morning judging 

process extended right through to 

lunch, with judges and moderators 

taking frequent coffee/tea and snack 

breaks to ‘re-fuel’ and ‘warm-up’ 

from the freezing room temperatures 

at the hotel. 

Results of Gold, Silver & 

Bronze winners will only be 

announced at The Inaugural EFFIE 

Awards ceremony on Wednesday 

22 nd September at the Grand 

Copthorne Hotel. 

Welcome address by EFFIE Chairman David Tang 

Sitting L-R Mike Stepan, CEO Designate, 

Publicis; Todd Waldron, Senior Copywriter, 

BBH. Standing L-R : Vincent Digonnet, CEO 

Asia Pacific, Euro RSCG; Matthew Godfrey, 

CEO Bates 

AdLib Editor & Advertising 

Sales Manager Valerie Trevor talked 

to some of the judges & moderators 

during their breaks and put together 

some of their spontaneous 

comments. 

■ Moderator David Tang 

Chairman of EFFIE Committee 

Linden Davis, specially flown in from the New York 

American Marketing Association 

Mark Fong, CEO Batey Singapore; Ng Tian It, Executive Creative Director, 

McCann Erickson; James Wong, IAS Council Member and Communications 

& Corporate Affairs Manager, Néstle; Margaret Foo, CEO Carat Media. 

Rod Pullen, 

IAS President 

& CEO Batey/ 

red cell; 

Linden Davis, 

New York 

AMA; Simone 

Bartley, CEO 

Saatchi & 

Saatchi 

“It’s very encouraging to see a healthy 

number of entries, especially since it’s a first time 

effort, but at the same time it’s remarkably sad. 

The other half of the really good entries are not 

here when they should be. I wonder if it’s the 

half-full or half-empty syndrome 

But it’s a good start – we are very grateful 

to those who pushed the envelopes. Among my 

observations is that in some key categories, one 

brand enthusiastically participates with 2-3 

entries while other competing brands are 

conspiciously missing. 

The judges have been great. I cannot 

thank them enough.” 

Eugene Cheong, Regional Director, Ogilvy 

& Mather; Allein Moore, Publisher/ 

Managing Editor, Ad Asia; Alaistair 

McEwan, Regional Advertising Director, 

International Herald Tribune; Vincent 

Digonnet, CEO Asia Pacific, Euro RSCG; 

Manpreet Singh, MD Mindshare. 

Richard Bleasdale, Associate Managing 

Director, DDB; Sattar Khan, Executive VP 

& Head of Strategy for Multinational 

Clients, McCann-Erickson; Gerry Pereira, 

President Asia Pacific, Carlson 

Marketing Group

GAPORE EFFIES 

Judging Panel IV with Moderator Sattar Khan 

Judging Panel II with Moderator Palani Pillai 

Judging Panel III with Moderator David Tang 

Judging Panel I with Moderator Simone Bartley 

Sze Tian Poh, Managing Director, Unilever; 

and Richard Joyce, Regional Advertising 

Director, Newsweek 

Bhaskar Rao, CEO & Area Director SE Asia, 

Foote Cone & Belding; Kenneth Tsang, MD 

Zenith Media; Matthew Godfrey, CEO Bates 

Tim Pinnegar, Regional Advertising Director, The 

Economist; Norman Tan, Executive Creative 

Director, J.Walter Thompson; Martin Lee, 

Regional Creative Director, Y&R and Wunderman 

Patrick Mowe, Hon.Executive Director, IAS; 

David Chan, Marketing Manager, Performance 

Motors; Jeannie Ong, VP, Corporate 

Communications, StarHub 

David Matthew Fong, Deputy Director, Ministry of 

Community Development & Sports; Danny Koh, 

Deputy Executive Director, IAS; Rebecca Ang Lee, 

IAS Council Member & Regional Marketing 

Director, Giordano Originals; Seah Gek Choo, 

Manager Audit, Deloitte & Touche 

Sitting L-R: Ben Fennell, CEO BBH Asia Pacific; 

Francis Hsu, Senior VP, Credit Cards UOB. 

Standing L-R Danny Koh & David Tang 

Ng Tian It, Executive Creative Director, McCann 

Erickson; David Tang, EFFIE Chairman & MD, 

DDB; Yang Yeo, Managing Partner/ Creative 

Director, Fallon 

Norman Tan, Executive Creative Director SE Asia, 

J.Walter Thompson; Patrick Low, Executive Creative 

Director, Y&R and Wunderman; David Matthew Fong, 

Deputy Director, Ministry of Community Development & 

Sports 

21

JUDGING THE INAUGURAL SINGAPORE EFFIES 

Florence Lian, Senior General Manager, MediaCorp 

Radio; David Tang, EFFIE Chairman & MD, DDB; 

Francis Hsu, Senior VP, Credit Cards UOB. 

L-R : Angela Koch, Director, Strategic Planning M&C Saatchi; Gerry Rezel, 

IAS Council Member & VP, Group Marketing & Communications, CK Tang 

Ltd; Steve Straw, Exec.Creative Director, Leo Burnett; Sandy Burns, 

Planning Director, Saatchi & Saatchi. Standing is Peter Khoo, Vice President 

& Head Editorial Projects & Branding, Singapore Press Holdings 

■ Linden Davis 

Representative of the New York 

American Marketing Association & 

Observer of the EFFIE Awards Singapore 

“My job here is to brief the moderators, 

discuss any peculiarities of judging roles & 

procedural adjustments compared to what is done 

in the US and resolve problems/issues as they come 

up. It’s the first time for all 58 judges and 

moderators, and we have tried to make it as 

rewarding as possible.” 

■ Greg Paul 

Principal R3 

“I’m truly impressed at the good quality 

of the entries overall. Singapore is truly ‘up there’ 

in marketing effectiveness as compared to 

Malaysia, China and Hong Kong. Marketers 

here don’t really care for creative awards, they 

are more focused on the effectiveness of ads – in 

terms of building awareness or a change of 

image that predictably results in increased 

dollar revenue and brand health. EFFIE 

Winners certainly will get more new business 

and more prospective clients.” 

■ Moderator Pallani Pillai 

CEO, Crush 

“I see the paretos rule of the 80/20 – 20% 

good, 80% mediocre. We need to set and 

maintain high standards – 20% of the work 

here deserves to win 80% of the awards.” 

■ Allein Moore 

Ad Asia 

“Much harder to judge than a straight 

creative award. The EFFIES are an excellent 

balance in the award show arena.” 

■ Katherine Frith 

Associate Professor, NTU 

“Really great – high standards in entries 

here and it’s all very professionally organized. 

I think highly of the judging criteria, 

especially in categories that required 

quantitative research & data. It’s great that 

we evaluate entries by mind & data, not just 

by emotions and visual appeal.” 

■ Graham Kelly 

Executive Creative Director, 

Saatchi & Saatchi 

“I found many entries to be creatively 

weak. Except for one on contact lenses, the 

rest were bland. Granted, this was a tough 

category.” 

■ Rebecca Ang Lee 

Regional Marketing Director, 


“It was very clear which entries stood out 

in the categories that I judged. Creative briefs 

were rather disappointing, but overall since this 

is the first EFFIES, it was acceptable.” 

■ David Matthew Fong 

Deputy Director, MCDS 

“It’s been a long time coming. I can see 

this from a client’s perspective. 

Yes, creativity matters, but clients want 

results, awareness and perception of the 

brand, dollar increase. This changes people’s 

mindsets, creates a touchpoint.” 

Palani Pillai, IAS Council Member & MD, CRUSH; Peter Khoo,Vice President 

& Head Editorial Projects & Branding, Singapore Press Holdings; James 

Wong, IAS Council Member & Communications & Corporate Affairs 

Manager, Néstle 

■ Tanuj Philip 

Managing Director, Y & R and Wunderman 

“The number of entries submitted was 

most encouraging, especially the cross-section 

in terms of big & small clients and 

categories.” 

■ Kenneth Tsang 

Managing Director, Zenith Media 

“People tried very hard – the number 

of entries showed that people do want to move 

in this new direction of effective advertising. 

Meaningful advertising from a creative 

standpoint is very different from effectiveness. 

What do I mean – there’s the $ revenue, 

increased awareness and image consciousness 

to consider.” 

■ Simone Bartley 

Chief Executive Officer, 

Saatchi & Saatchi Singapore 

“I was incredibly impressed with the high 

calibre of judges. It is a clear sign from the 

marketing and advertising community on the 

importance of effectiveness awards. I have to 

say though that I felt the calibre of entries was 

average, with only a few stand-out submissions 

(based on the categories I reviewed). But let 

me be clear – I don’t mean average ideas - I 

mean average submissions. 

In many cases a great idea was undersold 

- with only half the story told. Or the work 

submitted did not follow the submission 

guidelines which meant in some cases the work 

was not able to be fairly viewed. I would like 

to think next year that we can have all CEOs 

make a point to review their agencies entries - 

just as all ECDs do with creative.” 

22

EFFIE Singapore Awards 

Executive Committee 

THE MAGNIFICENT SEVEN 

When the EFFIE Singapore Awards was launched by Minister Lee 

Boon Yang on September 24, 2003 at the Singapore International 

Advertising Congress 2003 there were five pioneer sponsors (See next 

page). Since then two additional sponsors have rallied to the cause of 

Effectiveness (below). 

These sponsors cover the following industries: 

Chairman: David Tang 

MD, DDB Singapore 

Broadcast : 

International Publications: 

Advertising Communications: 

Relationship Marketing : 

Advertising Research: 

Telecommunications: 

Mass Consumer Products: 

MediaCorp 

Reader’s Digest 




StarHub 

Unilever 

Vice Chair: Simone Bartley 

CEO, Saatchi & Saatchi 

Vice Chair: Tanuj Philip 

MD, Y&R and Wunderman 

Angie Santa Maria, Advertising 

Director, Reader's Digest - One of 

the five original sponsors 

Member: Palani Pillai 

MD, CRUSH 

Member: Sorab Mistry 

Executive VP Asia Pacific, 

Area Director, South & SE Asia 

MD Singapore,McCann-Erickson 

Member: Steve Elrick 

Executive Creative Director, 

BBH Asia Pacific 

Member: Rodney E. Pullen 

Group CEO, 

Batey/red cell 

Jeannie Ong, Corporate Communications, 

StarHub is the sixth sponsor of the EFFIE 

Singapore Awards 

Member: Patrick Mowe 

IAS Hon Executive Director & IAA 

World Board Member 

Secretary: Danny Koh 

IAS Deputy Executive Director 

Sze Tian Poh, Managing Director, 

UNILEVER Singapore is the seventh 

sponsor 

23

A S I A P A C I F I C B r o a d c a s t i n g C o n f e r e n c e 2 0 0 4 

RELIVING THE 

POWER OF 

BROADCASTING 

ASIA PACIFIC BROADCASTING CONFERENCE 

Friday 28 th May 2004, Grand Copthorne Waterfront Hotel 

“We are making history – this time last year, 

economies in Asia were reeling from the 

SARS outbreak. We have rebounded, 

indicative of the attendance at this event.” 

In his opening address declaring this year’s Asia Pacific 

Broadcasting Conference open to the 400-strong audience, IAS 

President Rod Pullen commented that growth rates within the 

advertising industry in the East are rising faster. 

He predicted that by 2014, 65% of the planet’s population 

will live in Asia, bringing about a climate of unparalled change 

within and across the region and resulting in unrivalled 

opportunities for entrepreneurs. 

Thus, he said, new learning is essential & critical to the 

development of the ad industry in the next 10 years. 

IAS President Rod Pullen welcoming 

delegates to the Asia Pacific 

Broadcasting Conference 2004 

■ MOST ENTERTAINING PRESENTER 

Keynote speaker Ian Grant, selfacclaimed 

‘Judas speaker,’ set an excellent 

beginning tone to the day-long conference 

with his lively, highly riveting and 

humourous presentation on media influence 

upon the family. 

Touching on how parenting and teenage 

development in the new millennium differs 

from the 50s (lost innocence),60s (sources 

of authority replaced by peer pressure 

influence), 70s (the decade of ‘ME’ where 

sex replaced love) 80s (lost hope) and 90s 

(loss of self-respect & decline in heritage 

values). “Teenagers are God’s punishment 

for having sex, while grandchildren are 

God’s blessing for NOT murdering your 

children.” 

Keynote Speaker Ian Grant 

was a big hit with the 

audience (pictured below). 

Families build nations and 

children are the glue that 

seals the past to the future, 

he emphasised. 

24

Lee Cheok Yew spoke on MTV Branding on Youth 

Mock Pak Lum gave an expressive dialogue on 

Digital Broadcasting 

“All is not lost though – parents can give love, 

hope and respect to their children,” said the Founder 

and Chairman of Focus on the Family, New 

Zealand and Parenting with Confidence Inc. New 

Zealand. “Families are important in every culture 

– it takes listening and communication to build 

bridges, inculcate wisdom and develop roots that give 

you wings. Be a team – eat together, share stories, 

create a haven and keep the dream.” 

His happiness formula intrigued his highly 

attentive audience- 

■ A self to live with (help your child find their 

dreams and reverse childhood anxiety) 

■ A work to live for (develop bonds through 

creative pastimes) 

■ A belief to live by (inculcating strong family 

values can eradicate negative media 

influence) 

■ A cause worth your life (teenagers need 

to be constantly challenged) 

Tony Hertz spoke with passion on Visual Radio 

and captivated his audience 

According to John McConnell, “ Talk Radio” is big 

in the US, evidenced by huge audience ratings 

brand conscious, they are unique in having ‘pester 

power’ (being empowered by influence). 

And their influence is by no means small – 

there are 1.23 billion 15-34 year olds in Asia, 

representing some 35% of Asia’s population 

His steps to building power youth brands 

include: 

“A Reality Check for everyday life – Rules, 

Routines & Ridiculousness – every kid needs these to 

grow up balanced. Remember that your children are 

the messengers you send into the future. Good families 

create social capital, which in turn create economic 

capital.” 

When it comes to negative media influence, 

Grant’s advice for parents is to draw the line where 

fantasy ends and truth begins. Teach kids good 

moral values early and not to take risks 

haphazardly. Develop mentor-relationships for 

them early in life. 

Adding spice to guidelines on family 

intimacy, he threw in subtle innuendos, practical 

advice for husbands and great one-liners that had 

his audience roaring with laughter. A couple of 

gems - “It costs $60.00 to date your wife or $600,00 

for a divorce.” On sex & relationships - “Men are 

Microwaves, Women are Crockpots.” 

John McConnell is all for Talk Radio as a powerful 

advertising medium 

■ BORN-AGAIN YOUTHFUL PRESENTER 

Second speaker Lee Cheok Yew focused on 

the exploding youth market as a key to future 

brand development. MTV Asia’s Executive Vice- 

President for SEA and Mobile/Online said this 

powerful group of future trendsetting consumers 

have not known of a world before video games, 

internet access, mobile phones, MTV and 

SMSing. By nature media savvy, lifestyle and 

■ 

■ 

■ 

■ 

■ 

■ 

■ 

■ 

Accelerate the speed of change in product 

development (cater to youth’s obsession 

for all things NEW) 

Build a 360 degree connect (online, on air, 

print, mobile, on ground, on the move 

connectivity with youth – they demand 

variety) 

Develop a Brand Benefit Pyramid of 

priorities (focus on youth interactivity to 

build brand loyalty) 

Own a Mindset (crazy is the norm for this 

generation) 

Super Personalize (create a ‘ME’ centric 

environment) 

Reach out & Touch with Music 

Build Confident Brands with an ‘In-Your- 

Face’ attitude 

Live the Brand & Create a Dynamic 

Environment 

25

A S I A P A C I F I C B r o a d c a s t i n g C o n f e r e n c e 2 0 0 4 

Raymund Miranda expressing “The Power of 

Disney” 

Kraig Kitchin delivered an excellent presentation 

on “Discovering Stars” 

■ COMMUNICATING PASSION WITH 

A VOICE PRESENTER 

Create, Communicate and Produce Better 

Ads on Radio, says ‘Mister Radio’ Tony Hertz. 

Why is radio relevant when we live in a 100% 

visual world Because visuals can translate to 

sounds and advertisers should aim to be different 

by choosing a unique medium with its own visual 

vocabulary. Sound vocabulary makes pictures in 

sound using voices, characters, everyday situations 

and structured content (depending on soft or 

hard-sell approaches). 

Raising standards of radio ads is in the 

commercial interest of networks reliant on 

advertising revenue. Tony is in the business himself 

and speaks from firsthand experience. The 

Creative and Managing Director of Hertz: Radio 

and sought-after lecturer on creative radio 

strategies contends that: 

■ Agencies don’t consciously push radio for 

brands 

■ Agencies tend to stick to formulas they 

know and are not experimental – thus, no 

breakthrough 

■ The media doesn’t do much to help 

■ Advertisers either avoid radio altogether 

or use it tactically, compromising standards 

People like to complain about how lousy the 

radio medium is - according to Tony, that’s because 

those writing radio ads don’t do it very well. “The 

silent killer of creative radio ideas is the script.” 

Dare to be different and move away from 

conformity – there are many ways to SEE radio. 

Every single visualization you can think of can 

actually make sounds. Begin with a picture leading 

to a corresponding sound – a little 

experimentation could pave the way to a truly 

great radio commercial! 

■ PUSHING FOR TALK RADIO 

PRESENTER 

“It’s an infectious medium that’s entertaining 

and enlightening, one that packs a powerful punch 

to make people really listen,” says John 

McConnell, Senior VP of Programming at 

ABC Radio Networks (USA). Talk Radio 

overcomes and leaps over great economic 

divides and language barriers and has become 

the most influential segment of the broadcast 

industry. In the US alone there are over 14,000 

radio stations, of which 2,000 are Talk Formats. 

“Many would consider this a negative platform, 

but it’s really a great controversial activity-related 

medium. 

Let’s face it – heavy emotions motivate 

audiences worldwide – this mike-mouth format 

has the ability to create an emotional bond with 

listeners.” 

In an unusual twist, John thinks that this 

advertising medium should be directed mostly 

at women for top effectiveness. He revealed that 

in the US, women control over 82% of buying 

decisions. Advertisers and media buyers would 

be wise to take note, especially when Talk Radio 

begins to kick off in a big way in Singapore! 

■ MISTER DIGI-BROADCASTER 

The digitalisation and computerisation era 

has evolved, resulting in faster, cheaper 

computers, more sophisticated internet 

broadband networks, hi-tech gizmos and 

gadgets such as TVs with hard disks, portable 

media centres, media boxes with extreme video, 

even rewind radios. 

“People are seeking immersive experiences and 

immersive advertising has now become the new 

revenue stream that still remains relatively 

untapped,” says Mock Pak Lum, CEO, 

MediaCorp Techologies, I-Net Singapore. 

“There has been a subtle paradigm shift of focus 

from TV to Video Games to Chatting OnLine. 

With increasing levels of sophistication in 

broadcast and IT techology, advertisers, viewers 

and listeners are in for a thrilling future!” 

■ MAGICAL DISNEY PRESENTER 

The only entertainment programme with 

HEART –and it all started with a magical 

dream. The heart & science of Disney TV, 

according to Raymund Miranda, Vice President 

and Managing Director of Walt Disney TV 

International (SEA/Korea), lies in its 

compelling content, strategic localization 

(touching an aspect of culture, strong 

marketing support, kid-empowerment and 

character phenomenization (launch–buildextend-sustain). 

Synergy is the “S” word in 

Disney, translating to 360 degrees consumer 

touchpoint marketing. Kids, mothers with kids 

and tweens (the in-betweeners) have made 

Disney the No. 1 TV channel in SEA because 

they understand the brand and what it 

represents. After all, it was the late Walt Disney 

who proclaimed, “Good family values still stand. 

Catering to family is the backbone of any 

business.” 

■ RADIO STAR SEARCHER 

Citing a few well-known local deejays and 

presenters as prime examples of natural ‘xfactor’ 

radio stars who are approachable and 

friendly communicators, Kraig T Kitchin, 

President and COO of Premiere Radio 

Network, a Clear Channel company, gave some 

pointers and useful guidelines on how to talentspot 

would-be Singapore Radio Idols. 

“Look out for everyday people everywhere 

– on the phone, at community theatres, cocktail 

parties, media events, talent auditions, choir 

gatherings, karaoke lounges, comic stand-in 

nights. They are the ones who confidently 

present their opinions, having a need to share 

widely with innate confidence. Find something 

funny to talk about, tell it naturally with 

humour and passion and you’ll hold the 

attention of your audience.” 

Kraig was fully aware of the pressure he 

faced, being the very last presenter with a 

5.00pm deadline to finish his plug for 

Developing Radio Stars, just so the audience 

could shoot off to enjoy the 1 st day of the GSS. 

How considerate - he actually cut short his 

presentation and raced through his points with 

a local radio deejay from among the audience 

timing him with his own watch. 

The final curtain closed on the Asia Pacific 

Broadcasting Conference 2004 with IAS 

President Rod Pullen waxing lyrical about 

imagination and emotion and love “that’s what 

our business is all about.” 

26

Seto Lok Yin, Director, Industry Development Division, MDA & Rod Pullen 

Shaun Seow, Group Managing Director, MediaCorp, Mock Pak Lum, CEO 

MediaCorp Technologies, James Yip, CEO MediaCorp Radio & Immediate Past 

President, IAS, Telly Tan, Managing Director, Clear Channel Singapore & Kraig 

T Kitchin, President & COO of Premiere Radio Network 

IAS Council Members 

presented tokens of 

appreciation to each 

speaker 

IAS President Rod Pullen 

congratulates Keynote 

Speaker Ian Grant 

IAS Honorary Treasurer David Teo and speaker 

Tony Hertz were caught smiling for the camera 

Palani Pillai, MD of CRUSH with Lee Cheok Yew, 

MTV Asia Exec VP for SEA and Mobile/Online 

James Wong, Communications & Corporate Affairs 

Manager, Néstle, presenting a token of appreciation 

to Kraig Kitchin 

Immediate Past IAS President James Yip 

saying thanks to John McConnell 

Telly Tan, Managing Director, Clear Channel 

Singapore with Mock Pak Lum 

Nalini Naidu, Senior VP, SPH with Raymund Miranda 

27

THE EFFIE AD CONGRESS 

“I congratulate the IAS, the IAA Singapore 

Chapter, and in particular, the EFFIE 

Singapore Awards Committee for harnessing 

the entire Singapore advertising industry to 

think of the Ad Congress as the “EFFIE 

Congress”. This will make it a unique annual 

event that will attract winners of the World’s 

best-known Effectiveness Award.” 

Mr. Mah Bow Tan 

Minister for National Development 

At the Singapore International 

Advertising Congress 2004 

The above quote succinctly sums up the vision for the EFFIE Singapore Awards and the evolution 

of the Singapore International Advertising Congress after six years of success. 

The idea of bringing the world renowned EFFIE award programme was germinated in discussions 

held in 2002 with its strongest proponents, Ray Dempsey of McCann Erickson, Tim Evill and David 

Tang of DDB. So in June 2002, Patrick Mowe began a lonely trek to New York to have his first 

experience of the EFFIE Finals judging and to engage the New York American Marketing Association 

New York Chapter in negotiations to start the EFFIE Singapore Awards. 

The short history since then has seen the EFFIE being launched by the Minister for Information, 

Communications and the Arts, Dr. Lee Boon Yang in September 2003 and the wonderful support of 

Minister for National Development, Mr. Mah Bow Tan for the “Movement Towards Effective 

Advertising.” Minister Mah presented the inaugural EFFIE Singapore Awards at this year’s Singapore 

International Advertising Congress. 

The very stringent rules for this competition imposed worldwide by the New York Chapter of the 

AMA makes this the toughest Award programme in the World. There were only two Gold Winners 

this year. We hope to see these two winners presented at next year’s Singapore International Advertising 

Congress to be held in June 2005. 

The overall feedback to the 2004 Ad Congress has been unanimously in favour of seeing the 

EFFIE Gold Winners presented at the Ad Congress. Full credit must be given to the presenters who 

came from Minnesota, Manchester, Tokyo and Hong Kong. 

They brought to life the full meaning of the EFFIE programme. 

FINALISTS & WINNERS 

1. Beverage 

■ Winner: 

Guinness "Why Not You" (GOLD) 

■ Finalist: 

Coke Light "LEMONS" 

2. Financial Services/Card/Image 

■ Winners: 

UOB Platinum "Dare to Live" (GOLD) 

OCBC HDB Home Loan (SILVER) 

UOB "Dining Privileges" (BRONZE) 

Launch of DBS Amex Black Card (BRONZE) 

■ Finalist: 

Courts Credit Revolution 

3. Telecom Services/Travel/Tourism/Destination 

■ Winners: 

Mobile One "Everywhere under the Sun" (SILVER) 

Launching ZUJI.com.sg (SILVER) 

■ Finalists: 

Singtel IDEAS 

Singapore Airlines A345 Leadership SIN-LAX Campaign 

4. Government/Institutional/Corporate Reputation/ 

Image/Identity/Non-Profit/Public Service 

■ Winner: 

Navy Recruitment (BRONZE) 

■ Finalists: 

Straits Times / Got Heart 

Ministry of Manpower "Changing Mindset" 

J P Morgan 5.6km Fun Run 

Singapore Prison services "Captains of Lives" 

5. Retail/Others 

■ Winners: 

Levi's "A Bold Leap Forward" (BRONZE) 

New Courts (BRONZE) 

■ Finalist: 

"Reserved Only For Those Who Can Afford" 

Lux Super Rich Shampoo "Hair Glamour" Launch 

MEDAL ENTRY CLIENT AGENCY 

Gold Guinness “Why Not You” APB Saatchi & Saatchi 

Gold UOB Platinum “Dare to Live” UOB Bank DDB Worldwide 

Silver OCBC Home Loan “Ask OCBC” OCBC Bank Batey/red cell 

Silver M1 “Everywhere under the sun” M1 DDB Worldwide 

Silver ZUJI.com.sg ZUJI M&C Saatchi 

Bronze NAVY Recruitment NAVY Saatchi & Saatchi 

Bronze New Courts Courts DDB Worldwide 

Bronze DBS Amex Black Card DBS Bank Relationship Marketing Group 

Bronze Levi’s “A Bold New Leap” Levi Strauss BBH 

Bronze UOB “Dining Privileges” UOB Bank DDB Worldwide 

The full list of award winners and finalists : 

AGENCY AWARD STANDING 

GOLD SILVER BRONZE 

DDB Worldwide 1 1 2 

Saatchi & Saatchi 1 - 1 

Batey/red cell - 1 - 

M&C Saatchi - 1 - 

BBH - - 1 

RMG - - 1 

28

Members IAA Singapore Chapter & Foundation Members of the Singapore 

Foundation Members of the Singapore International Advertising Congress 

Since 1999 the Foundation Members have 

sustained the organizing of the annual 

Singapore International Advertising 

Congress. 

This important segment of the Singapore 

Advertising Industry is drawn from major 

Advertisers, Media Agencies, International 

Media, Research, and those organizations 

related to the Advertising Industry. 

The Chief Executive Officers of these 

member organizations also form the 

individual membership of the International 

Advertising Association Singapore 

Chapter. 

Foundation Members in combination with 

the Charter Members of the Singapore 

Advertising Lecture (International and 

Singapore Advertising Agencies) and the 

members of the IAS actively represent the 

most influential group currently in 

Singapore’s Advertising Industry. 

Other Annual Events organized by the IAS: 

The Asia Pacific Broadcasting Conference 

The Singapore Advertising Lecture 

The EFFIE Singapore Awards 

The Singapore Advertising Hall of Fame 

Awards 

Corporate Advertisers & Media Specialists 

Lester Tan 

Assistant General 

Manager 

Gabriel Cheng 


Rob McDonald 

Marketing Manager 

Margaret Foo 


Asia Pacific Breweries 

AUDIT.TV 

British Airways 

CARAT Media Services 

Gerry Rezel 

Vice President, 

Group Marketing & 


Gerry Pereira 

President, 

Asia Pacific & 

Middle East 


Regional Marketing 

Director 

Angeline Tan 

Marketing 


Manager 

C K Tang Ltd 



IKEA 

Manpreet Singh 


James Wong 

Communication & 

Corporate Affairs 

Manager 

Ron Sim 


Claudio Mariani 


/ Managing Director 

MindShare Singapore 

Nestlé Singapore 

OSIM International 

Rolex Singapore 

Jeannie Ong 


Corporate 


Melissa Ho 


Richard Dyason 


& Head of Strategic 

Marketing Division 

Gan Boon Guan 


StarHub 

Starcom Media Worldwide 

United Overseas Bank 

OMD 

30

International Advertising Congress 

Independent Publishers Group and Media 



Sunita Rajan 

Deputy Airtime 

Sales Director 

Thomas Ang 


Lesley Kelly 


(Sales) SEA/Australia 

ACP Asia 

BBC World 

Comfort Ads 

Dow Jones International 

Tim Pinnegar 


Manager 

Peter Murray 

Advertising Manager 

Tina Wee 

Director, Marketing & 



Regional Director, South 

Asia & Pacific 

The Economist Group 

Financial Times 

Forbes Inc 

International 

Herald Tribune 

Richard Joyce 


Director 

Angie Santa Maria 

Advertising Director 

Raymond Ng 

Director 

William Hsu 


Advertising Sales 

Asia Pacific 

Newsweek 

Reader's Digest 

Saffron Hill Research 

Turner Broadcasting 

Institutional Members 

Kenneth Tsang 


Dr. Lee Chun Wah 

Associate Professor & 

Division Head, Division 

of Public & Promotional 

Communication 

Dr Victor Valbuena 

Director 

Zenith Media 

Nanyang School 

of Communication & 

Information 

School of 

Business & Accountancy, 

Ngee Ann Polytechnic 

School of 

Film & Media Studies, 

Ngee Ann Polytechnic 

Advertising Agencies 

Usha Mehta 


Chris Leong 

President SEA 

Chuo Senko 

Grey Global SE Asia 

31

SPEAKERS OF THE 

6TH SINGAPORE INTERNATIONAL ADVERTISING CONGRESS 2004 

Rob White 

President, Fallon Worldwide Minneapolis 

The Economic Value of Creativity 

Synopsis: While our industry goes to great lengths to dissect, understand, and preach creativity, we have done too little-collectively-to 

show its worth. Using case studies like Holiday Inn Express (Sustained Success EFFIE USA Gold Winner 2004) to illustrate his 

points, Rob’s address looks at the important relationships between creativity, brand experiences, and economic accountability. 

Bio: Using high levels of creativity to drive disproportionate business success is key to Fallon’s mission statement and is Rob 

White’s daily mantra. Rob came to Fallon in 1992 and built the discipline of account planning from scratch. This strategic 

practice became a core part of Fallon’s offerings, and contributed to the agency’s rapid growth during the following years as it 

evolved from creative boutique to brand-building powerhouse. 

In 1999 Rob was appointed President of Fallon Minneapolis. As part of the executive management team, he recognized that 

in an increasingly global and multicultural marketplace, Fallon’s blue-chip client list required solutions that extended internationally. 

He was instrumental in establishing the model of Fallon offices you find in Singapore, Hong Kong, Tokyo, São Paulo, and 

London—a talent community that works collaboratively to deliver brand ideas that effectively cross borders and cultures. 

With such a strong focus on using creativity to drive economic returns, it’s not surprising that Rob is a huge advocate of the 

EFFIEs. Every year he leads the charge at Fallon to write business cases for every client. In 2004 alone, Fallon submitted 19 cases. 

To demonstrate the agency’s commitment to results, these cases are published in a book and distributed to all staff. 

The most prized EFFIE category, of course, is the Sustained Success Award, which demonstrates the value of a big, creative 

idea executed consistently, yet with originality, year after year. With the Holiday Inn Express “Stay Smart” campaign, Fallon won 

Gold in this category in 2004. That was a source of great pride for agency and client alike, and validation to Rob that “the plan is 

working.” 

With every client on every project, both smart strategic thinking and highly creative solutions are required without compromise 

to deliver the most powerful marketplace impact. That’s Fallon. That’s Rob. 

Oliver Roll 

General Manager – Customer Relations & Marketing 

Microsoft Asia Pacific Operations 

Evolving Microsoft’s Brand in the Asia Pacific 

Synopsis: Microsoft is one of the most widely recognized and valuable brands in the world. Oliver Roll leads Microsoft’s customer 

and communications efforts in Asia Pacific and will discuss the opportunities and challenges Microsoft faces in building and 

tailoring its brand in this region. He’ll talk about the role of advertising as Microsoft’s brand evolves, and the fundamental 

imperative of rooting it in the organization’s culture. 

Bio: Oliver Roll, General Manager of Customer Relations and Marketing, is responsible for understanding and working with our 

customers and partners in Asia Pacific to ensure they have the best experience possible with Microsoft. He is also responsible for 

Microsoft’s overall corporate communications in the region, leads the regions Corporate & Social Responsibility efforts, and is 

one of Microsoft’s leading spokespeople in the region. 

Before taking on his leadership role in Asia Pacific in August 2002, Oliver was the Director of Marketing and Corporate 

Affairs at Microsoft UK. He led a team of 100 marketers across various disciplines, including product, audience, and segment 

marketing, PR and marketing communications, and was accountable for optimizing Microsoft’s UK’s marketing spend. Together 

with the country manager he was also Microsoft’s external ambassador in the UK market, representing the company’s community 

affairs efforts, and representing Microsoft with the media. 

Oliver joined Microsoft in September 1992 as Product Manager for Microsoft Excel, before moving on to become Senior 

Product Manager for Microsoft Office in February 1994. In May 1996 Oliver was promoted to Group Marketing Manager for 

Desktop Applications, and in 1997 he became Group Marketing Manager for the Microsoft Network. In this role, his duties 

included formulating and implementing the UK marketing strategy for the Microsoft Network, as well as seeking new business 

opportunities and developing relationships with strategic partners. He moved from the Microsoft Network to become a member 

of Microsoft UK board in 1998, and then took on the leadership of the subsidiary marketing team in April 2001. 

Before joining Microsoft, Oliver was based in Munich with Siemens-Nixdorf as the international product manager for 

platform products, including Siemens-Nixdorf’s range of PC, Unix and mainframe systems. He also worked at Siemens in the 

UK during the merger of its Data Systems division with Nixdorf Computer. Oliver is a British citizen, speaks German fluently, 

gets by in French, and has recently started to learn Mandarin. He lives in Singapore with his wife Annie and dog Oskar. 

32

Suresh Nair 

Executive Vice President & Chief Strategy Officer (US Based Global Accounts), McCann-Erickson North America 

Strategic Planning: Uncovering Brand Connections To Fuel Creativity In The New 

Dynamic 

Synopsis: The whole dynamic in advertising has changed dramatically in the last few years, with new channels of 

media opening up, and these new developments are driving changes in consumer behaviour. The new dynamic mandates 

that we put all our resources solidly behind creativity (both in strategy and execution) as the most powerful way to help 

companies and brands prevail in an era plagued by product parity and consumer indifference and skepticism. The challenge 

for marketers is to create brand communication ideas that consumers would WANT to consume. 

Suresh who manages McCann-Erickson New York’s Strategic Department and has been the main driving force in 

developing highly successful brand strategies for many of McCann’s clients, including MasterCard, Verizon Wireless, Wendy’s, 

Johnson & Johnson, Acuvue, Exxon Mobil, Lucent Technologies, and Nikon to name a few, will uncover new brand 

connections to fuel creativity and effectiveness that have consistently delivered superior results for McCann’s clients. 

Bio: Suresh joined McCann in 1994 as Senior Vice President, Senior Strategic Planner, and was promoted to Executive Vice 

President, Director of Planning in 3 years. And in 2001 Suresh was made the Chief Strategy Officer for U.S. based Global 

accounts in addition to his New York responsibilities. He was also appointed to the Board of Directors of McCann- 

Erickson Worldwide. Suresh has developed highly successful brand strategies for many of McCann’s clients, including 

MasterCard, Verizon Wireless, Wendy’s, Johnson & Johnson, Acuvue, ExxonMobil, Lucent Technologies, and Nikon to 

name a few. Suresh came to McCann from J. Walter Thompson, New York where he was Senior Vice President, Director 

of Strategic Planning. 

Suresh brings a unique multi-cultural, multi-disciplinary background to communications planning. He was born in 

Kerala, India. He holds B.S. Engineering from the University of Kerala, India. He came to the U.S. in 1981 for his 

graduate studies, and acquired an M.S. and an MBA from the University of Cincinnati, Ohio. 

Tom Doctoroff 

Northeast Asia Area Director 

Greater China CEO, J. Walter Thompson/Bridge 

Middle Class Dreams - A perspective on “emerging affluent” Chinese 

Synopsis: China is the world’s fastest growing market, where the embryonic brand landscape offers opportunities for longterm 

brand building. But to develop powerful brand equity, an in-depth understanding of key segments is essential. One of 

the most promising segments is the middle class that is just emerging to define the aspirations of consumer China. Yet this 

segment is also the most challenging. In the mind of these men and women with incomes far above the average is the coexistence 

of fundamental, but seemingly contradictory desires that clash with their comparatively weak purchasing power. 

In order to secure product loyalty and corporate profitability, successful brand building needs to leverage insight into 

the mindset of these consumers for breakthrough communications and advertising. 

Tom Doctoroff, J. Walter Thompson’s North East Asia Area Director and Greater China CEO, is delighted to present 

his agency’s findings on “The Chinese Emerging Middle Class.” The discussions will both uncover what motivates their 

behavior and preferences and provide advertising/positioning examples that illustrate successful application of these findings. 

Bio: Tom leads one of the largest and quickly-growing communications groups in China, J. Walter Thompson/Bridge. His 

unique combination of regional and China experience has made Tom a leading expert in the cross-border management of 

brand architecture and brand building. 

Tom arrived in the PRC in 1998 as the Managing Director of JWT Shanghai. In 2002, he was appointed Northeast 

Asia Area Director (China, Taiwan, Hong Kong and Korea) and Greater China CEO. Under his stewardship, JWT 

Northeast Asia has emerged as one of the region’s most synergistically integrated, creatively dynamic and strategically 

insightful networks. In 2003, Tom was named Regional Agency Head of the Year by the region’s leading marketing and 

advertising publication, Media magazine. 

Some of JWT’s key clients include: Unilever, the Diamond Trading Company (formerly DeBeers), Motorola mobile 

phones, Nike, Ford, Nestle as well as several local enterprises such as Lenovo computers and 999 pharmaceuticals. Between 

1994 and 1998, Tom was based in Hong Kong as a Regional Business Director, managing several of JWT’s largest 

multinational clients across Asia Pacific (including Pepsi, Philip Morris/Kraft and Citibank). He started his advertising 

career at Leo Burnett in Chicago. Tom completed his undergraduate studies at Northwestern University (Evanston, IL) 

and his MBA at the University of Chicago. 

33

SPEAKERS OF THE 6TH SINGAPORE INTERNATIONAL ADVERTISING CONGRESS 2004 

Yasmin Ahmad 

Executive Creative Director 

Leo Burnett Kuala Lumpur 

“Who The Hell Do We Think We Are” 

Synopsis: Yasmin Ahmad has delivered a significant address to the annual CANNES International Advertising Festival, a gathering 

of the international advertising fraternity, on 24th June 2004. In her presentation she examined what women look for in ads and 

how marketers need to treat women with greater respect than they have in the past, a contentious issue at the best of times. 

She addressed how advertisers can be provided a way out: “winning women over” without resorting to tricks and dishonest 

advertising. Taking the audience back to basics, she contended that this can be done through creative and effective strategies 

directed at this target market. 

The IAS is pleased to bring this vastly important subject to this year’s Ad Congress, delivered by Yasmin in her usual stunning 

style. Yasmin Ahmad is Executive Creative Director at Leo Burnett Kuala Lumpur 

Bio: Yasmin graduated with a BA in Psychology from the UK and landed a job in banking. Subsequently, she joined IBM as a 

Marketing Rep and moonlighted, by night, as an infamously rude blues pianist at a club called Scandals. This lasted a year. Next 

came copywriting at O&M. She describes her venture into advertising as “a clueless girl with a dislocated personality stumbling 

into a haven for failed novelists and talentless playwrights”. Eight years later, Yasmin joined Leo Burnett Kuala Lumpur as 

Creative Director at the less-than-tender age of 34. Yasmin is now Executive Creative Director, mostly known for the social 

statements she weaves into Petronas corporate ads which she writes and sometimes directs. 

Yasmin admits it was only due to God’s intervention and the hard work of her people that she now has her name on 4 Cannes 

Awards including 1 Gold Lion; 1 D&AD; 1 London International Gold statue for Best Print Campaign; 7 Asian Media Marketing 

Awards; 1 Gold, 2 Silver and 1 Bronze orb from Adfest; 10 One Shows; about 200 Malaysian Kancil Awards (including 3 Golden 

Kancil Grand Prix’s); 5 Best Commercial of the Year trophies from the Malaysian Video Awards (MVA); and recently, 1 Gold 

trophy from the MVA for Best Film Director. 

Yasmin has had two of the commercials she directed featured in SHOTS (TV3’s “Makan Bola” and The Singapore Handicapped 

Welfare Society’s “Pet Shop” which won Best Public Service Advertisement for that year’s Singapore Advertising Hall of Fame). 

Yasmin wrote and directed two feature films “Rabun” and “Sepet” which won the Best ASEAN Feature Film Award at MVA 

2003, and was officially selected by the Singapore International Film Festival, the Cinemaya Asian Film Festival in New Delhi, 

and was the first Malaysian film to be chosen for competition at the Torino International Film Festival in Italy. ”Sepet” world 

premieres in Singapore on the 9th of September, 2004. 

Nick Waters 

CEO MindShare Southeast Asia, 

Director Multi-National Clients – Asia Pacific 

Proliferation of channels, fragmenting audiences, digitization, consumers as editors, 

Spiraling brand choice.... how do we get messages to consumers in a changing 

world 

Synopsis: Exploring the strategic choices and challenges that marketers will face in the new advertising landscape, and the 

need for innovative and effective integrated planning to connect brands to the consumer. Nick will talk about the impact 

of unleashing brand connections with the consumer through effective channel strategies. 

Bio: Nick started his career with Ogilvy in London in the early 90s, becoming a director of the UK media department. He 

joined the international media department in 98, and joined MindShare at its European creation that summer. 

Nick managed MindShare’s Ford Motor Company business across Europe, including the Ford, Jaguar, Volvo, Land 

Rover, and Mazda brands across 21 countries. He moved to Singapore in 2001 to run the agency’s Southeast Asian operations, 

and is also now director of multi-national clients in Asia Pacific. Nick is married to Catherine and has a young daughter, 

Alexandra. He has the current misfortune to support Leeds United. 

34

Gerry Pereira 

President Asia Pacific and Middle East, Carlson Marketing Group 

Once unsexy, unfashionable, CRM is now a “Strategic Partner” for Brand Owners 

Synopsis: Gerry Pereira, whose distinguished career as Chairman of J. Walter Thompson Asia Pacific finally drove him to 

taking up the challenge of Carlson Marketing Group Asia Pacific, has built up this dynamic and distinguished organisation 

in a few short years into the leading CRM organisation in the Asia Pacific. He presents a fact filled and results oriented model 

that has become the by word of CRM’s effectiveness in Asia. He will illustrate how Carlson Marketing Group defied all the 

accepted norms to give his client a truly result oriented and effective marketing model. 

Bio: Gerry has spent the last 3 years in Relationship Marketing building the business across Asia Pacific, from New Zealand 

to the Middle East. Today Carlson has 12 offices across the Region with 60% of its client base being regional clients. In his 

previous life Gerry has had 18 years of Advertising Agency experience having worked for Ogilvy before joining J Walter 

Thompson for over 15 years. He started his advertising career as an Account Executive and rose through the ranks with his 

last role being that of Chairman and CEO for Southeast Asia for J WalterThompson. Gerry’s advertising experience spans 

Automobile, Financial Services, Airlines, Fast Food, FMCG, IT, Home Entertainment, Hotels and Resorts. He has a 

unique perspective of the power of advertising and the importance of Relationship Marketing in today’s marketing realities. 

Simon Buchanan 

Managing Partner, McCann-Erickson, Manchester 

EURO EFFIE 2003 Gold Winner “Incredible Bang” for Durex 

Synopsis: Despite being the brand leader in a number of European markets, Durex was developing a somewhat old-fashioned 

image, with new consumers rejecting Durex on the grounds that: “THIS WAS A BRAND MY DAD USED” McCann-Erickson 

will present the creative and media strategies that reversed existing brand perceptions and converted young condom users to 

Durex. 

BIO: After graduating Simon spent a couple of years in academic research before he moved into marketing where he worked for 

the publishers Harcourt Brace Jovanovich. During this time he developed a keen interest in the wider aspects of marketing & 

communications. He joined his first agency in 1988 working predominantly in the Financial Services and airline sectors. In 1998 

after working in both London and Edinburgh, Simon joined McCann Erickson’s Manchester office to manage the financial 

services team. Since then Simon’s responsibilities have grown, he has worked on a number of award winning campaigns including 

McCann’s teacher recruitment campaign which won; DMA Echo (Gold and Silver) & Cannes Lion (Bronze). In 2001 Simon 

took responsibility for the SSL account, whose stable of brands include: Durex and Scholl. One of the many challenges presented 

by these brands was the need to make Durex more appealing to a younger audience. The resultant campaign achieved international 

recognition winning; British Television Award (2xGold), Cannes Lions (Silver), Eurobest (Gold), M&M (Best Commercial), 

EPICA (Gold) and a Euro Effie (Gold) .Simon is also responsible for the agencies design department. He was made a Managing 

Partner in 2003. 

Jimmy Lau 

Executive Director & Co Founder 

Valuair 

“Big boys and small boys. The Valuair strategy” 

Synopsis: The buzzword of the year - Budget airlines have suddenly become the rage. Ever since the announcement that 

budget airlines were coming to town, airline executives on all the major carriers have been losing much sleep. An airline 

revolution is in progress and there’s no doubt that budget carriers are here to stay. 

In response, the big boys have begun playing dirty. Flexing their financial muscle, fares on full-service carriers have 

been slashed to never-before-seen prices, even undercutting fares offered by budget airlines. With seemingly endless 

competition, what will it take for a budget carrier to succeed in a space long dominated by the big boys Jimmy Lau, one 

of the Founders and Executive Director of Valuair Ltd, will present his thoughts on positioning in a crowded marketplace, 

and his vision for Singapore’s first budget airline . A great story still developing. 

Bio: Jimmy Lau is one of the founders’ and Executive Director at Valuair Ltd, Singapore’s first budget airline. A well 

known face in the exhibitions industry, Jimmy brings more than 25 years in international marketing, sales and strategic 

planning to Valuair. Formerly with Reed Exhibition where he served as President, Jimmy was also Managing Director of 

Asian Aerospace. He has also served as President of the Singapore Association of Convention & Exhibition Organisers and 

Suppliers (SACEOS) and Chairman of the Exhibition Management Services Working Group for IE Singapore. 

35

SPEAKERS OF THE 6TH SINGAPORE INTERNATIONAL ADVERTISING CONGRESS 2004 

SylviaLee 

Managing Director, Leo Burnett Hong Kong 

The Power of a TV Idea beyond TV - One2Free Campaign 

Campaign Presentation: EFFIE Hong Kong 2004 Gold Award Winner 

Synopsis: The key challenge facing Hong Kong CSL was to grow multi-media messaging and data usage in a market where 

competition is fierce, consumers were not ready for it, and the product was not distinctive. Burnett worked hard to identify 

creative opportunities to make data ‘emotionally interesting’ to a young adult audience, coming up ultimately with the timeless 

theme of A Love Story. By doing so, in a fully integrated and interactive way, the campaign increased multi-media messaging 

(MMS) penetration by 100 percent (more than three times the client objective), increased MMS usage by 200 per cent (four times 

the client objective) and with the help of an unprecedented amount of media coverage, strengthened the brand’s image as the best 

data provider and most fashionable brand in the market. 

Bio:Sylvia’s great passion for creativity is matched only by her tenacity in producing work that marks significant marketing success. 

Her most memorable moments in the recent years have been producing work that won the top standing Gold’s in the HK 

Marketing Association Awards for 2 consecutive years, which she treasures as much as seeing her agency winning the Kam Fan 

award at the HK 4As Show. Since returning to Burnett, she has lead the team to win a Gold Effie award at Hong Kong’s first 

EFFIE’s, amongst many other industry recognitions. Having been in the business for many years, Sylvia has accumulated vast 

experience on major multinational and local brands. Sylvia was General Manager at Leo Burnett in 1997, and was Managing 

Director at BBDO before she returned to Burnett in early 2002. 

John Merrifield 

Chief Creative Officer & Regional Creative Director, TBWA/Japan 

“How to get arrested in Japan” 

Synopsis: Over the past three years some of the most talked about advertising in Japan has come from adidas. But it’s not just the visuals that 

have been arresting. Innovative new methods with which the message has been delivered has enabled the work to achieve worldwide 

acclaim, magnifying the brand’s investment (with millions of dollars in free publicity) while reinvigorating its ‘cool cachet’ with adidas’ core 

teen audience. 

Bio: John took on his new position as Chief Creative Officer and Regional Creative Director of TBWA\Japan in 2003, and within a short 

span of five months, developed the ‘Vertical Football’ billboard for Adidas earned worldwide acclaim, with cover stories in the Wall Street 

Journal (all editions) and major Japanese newspapers, as well as appearances on BBC, CNN, ESPN, CANAL+, ABC, NBC and all the 

major Japanese networks. 

Having failed to enable his surfing to finance an enviable lifestyle, John set off for Singapore, where an initial stint at McCann’s was 

followed by six years at Batey Ads. By the time he left he was creative group head on Singapore Airlines. He was then coerced into taking up 

the helm at Saatchi & Saatchi Jakarta, his debut as Creative Director. During his tenure, Indonesia had its first ever success at Cannes. When 

Dave Droga took over as Regional CD of Saatchi’s, he brought John to Hong Kong as Executive Creative Director. Saatchi’s was number 

22 in the creative rankings upon arrival. Two years later they were number 1, having won their first Grand Prix (Kam Fan). Bob Isherwood, 

Saatchi’s Worldwide Creative Director, twisted his arm to open a new office in Tokyo. Physically and philosophically, it was a radical 

departure for agencies in Japan and it began attracting attention – and awards – disproportionate to its size. Its art gallery established a 

number of new artists, while the agency itself received perhaps the ultimate accolade: it was taken to the public prosecutor’s office in July 

2002. (It’s not often entire shops get arrested.) 

Judges have awarded John the Grand Clio and two gold Clios, two Gold Pencils at the One Show, Best of the Best and Gold & Bronze 

at AdFest, Gold and Silver spikes at the Asian Advertising Awards, the Kam Fan in Hong Kong, acceptance in D&AD and Cannes, as well 

as gold, silver and bronze in lesser shows in London, New York, Tokyo, Hong Kong and Australia. He’s also been asked to pass judgment on 

the work of others in Asia, America and Europe. 

Charles Wigley 

Strategic Planning Director, Bartle Bogle Hegarty Asia Pacific 

“Spend less, get more! – Five ways Creativity can improve your marketing R.O.I.” 

Synopsis: The power of targeted creativity to significantly impact client business results has been at the heart of BBH’s 

philosophy since the agency’s inception 21 years ago. Using a number of examples from their client roster, Charles Wigley, 

the agency’s Strategic Planning Director for Asia Pacific, looks at the five key ways BBH believes that creativity can significantly 

improve marketers’ return on investment. 

Bio: In over 16 years in the advertising industry, including the UK and Australia, Charles has been the main driving force 

behind numerous international campaigns including those for Levi’s, Axe and Johnnie Walker, all of which have won 

international awards and worldwide recognition for both their creativity and effectiveness in producing superior results. 

Charles is currently Strategic 

36

Kenneth Tsang 

Chief Executive Officer, Zenith Media 

The New Relationship between Media, Consumers and Brands - How Critical is Media 

in producing EFFECTIVE Results 

Synopsis: Media has been fast evolving in the last six years, having broken free from a bundled advertising world and 

propelled from its narrower confines of Above the Line advertising, into the holistic territory of Integrated Communications 

Channel Planning. Today’s approach to Media channels is to take account of the total contacts that consumers come across 

in their daily lives, forging an integrated solution to find that unity in the way we engage consumers. Kenneth Tsang will 

present how integrated communications planning can effectively contribute towards a client’s competitive advantage and 

returns on investment objectives. 

Bio: Kenneth stumbled into the media industry some 18 years back. The job suited him well and the analytical skills and 

disciplines he picked up in his previous career came in useful. After four short years, he became head of a media department. 

Kenneth has extensive experience with the media locally, regionally and globally. He helped form Zenith Media in Singapore 

in 1997 and became the managing director since 1999. With his extensive experience, he was well placed to transform 

Zenith Media into an ROI agency – that contributes positively towards sustaining clients’ competitive advantage and hence 

deliver clients’ Return On Investment goals. 

Jeff Delkin 

Regional Business Director, Ogilvy & Mather 

Going Extreme with Sprite 

Campaign Presentation: EFFIE Hong Kong 2004 Gold Award 

Synopsis: Advertising that dramatically influences sales, builds brand attributes, and shapes perceptions is all too uncommon. It 

shouldn’t be. Success is achieved only when several key factors are working together.The product itself is right. The timing to market 

and the external factors are favorable. And the message is strong and unique. Oh yeah, and talented and committed people to make it 

happen. A little luck doesn’t hurt also. Sprite got it right in Hong Kong. 

Bio: Jeff Delkin, Regional Business Director, Ogilvy & Mather 

“It’s as if by design that I work in advertising. It has been in my blood since my early years in Portland, Oregon where I spent 

summers working at my father’s agency. It is here as an early teen, I first read my father’s dog-eared copy of “Confessions of An 

Advertising Man.” I too wanted to be in advertising. His agency handled some of the great accounts at the time, Oregon Tourism, the 

State’s premier ski destination, a beer account, and others. We’d get free tickets to all the best sporting events. Seemed like a cool 

business. 

With Journalism degree from the University of Oregon in hand, I left to pursue an advertising career in San Francisco. I began my 

career at McCann, trained in media and soon after transferring to account service side of the business, working on a number of 

consumer and business-to-business accounts across several different agencies. 

Wanting to see and do more, the opportunity to move to Asia brought me to Leo Burnett in 1996. I ran the day-to-day operation 

of Burnett’s largest China operation in Guangzhou, doubling the operation size during my three-year tenure. Additionally, holding 

lead account responsibilities for key clients, Kellogg’s & Heinz. 

I moved to Leo Burnett Bangkok as Deputy General Manager responsible for the management supervision of the Brand Team 

operation while looking after key client businesses including Coca-Cola. In less than 18 months I took the office from one local Coca- 

Cola brand to six brands. 

Joining Ogilvy & Mather in Hong Kong in 2002 reunited me with Coca-Cola. A move to China in February 2003 fulfilled a 

deep desire to return to China, “the big house” as we affectionately call it, where I lead the regional business for Coca-Cola and Kodak.” 

37

THE 6TH INTERNATIONAL 

ADVERTISING CONGRESS 

Rewriting the Rules of Creativity & Effectiveness in Advertising 

‘Rewriting the Rules of 

Creativity & Effectiveness’ – the 

theme of the 6 th Singapore 

International Advertising 

Congress organised by IAS was 

certainly well-explored. In his 

opening address, IAS President 

Rod Pullen reminded his 

audience that “advertising is not 

the business of creativity, it’s the 

creativity of the business.” 

Truth said, creativity should drive 

effectiveness, but the issue of honesty remains 

a grey area – in fact, it is not rated highly in 

Gallup’s poll on the advertising industry. Rod 

Pullen alluded to this, saying that a promise 

is an obligation to deliver – but how often 

do advertisers do that these days To deliver 

promises to consumers when pushing a brand 

remain a pressing issue. 

Keynote speaker and President of Fallon 

Worldwide, Scots Celtic Rob White agreed, 

saying that when The Brand = The 

Experience, a simple clever idea is all it takes 

to achieve recognition. 

Yasmin Ahmad’s clever idea in filming a 

series of touching Made-in-Malaysia short 

filmlets tugged at heartstrings with its 

simplistic honesty of emotions. The Executive 

CD of Leo Burnett KL said that “the business 

of advertising is becoming a dirty word – and 

all for the cause of competition, so who the 

hell do we think we are anyway” 

Patrick Mowe, IAS Executive Director & IAA World Board Director; Ernest Wong, Group CEO, 

MediaCorp Group; Jeff Delkin, Regional Business Director, O & M; Rob White, President Fallon 

Minneapolis; Sylvia Lee, Managing Director, Leo Burnett Hong Kong 

Sze Tian Poh, Managing Director, Unilever Singapore; Angie Santa Maria, Advertising Director 

Readers Digest Asia; Peggy Tan, VP IAS MD Consumer Probe; Rod Pullen, IAS President & CEO Batey 

/red cell; Ernest Wong, CEO MediaCorp Group; Palani Pillai, IAS Hon Sec. & MD, CRUSH 

38

Rob White 

Simon Buchanan Suresh Nair Yasmin Ahmad 

Tom Doctoroff 

Sylvia Lee Jimmy Lau 

Jeff Delkin John Merrifield Kenneth Tsang 

“Traditional advertising doesn’t work 

anymore and companies who don’t get wise to 

this are going to fail,” boldly proclaimed the 

CEO of Mindshare SEA, Nick Waters. “Brands 

today are under threat - we live in a ‘brandscape’ 

– the subjects of a sponsored world occupied 

by an army of marketers. But COMMON must 

die – advertising today must entertain and 

engage. Instead of Media Planners, let’s have 

Communication Channel Strategists.” 

Gerry Pereira, President of the Carlson 

Marketing Group, couldn’t agree more. 

“Relationships always drives better business 

results.” An expert in CRM, Gerry said that a 

2-way dialogue actually helps the brand. 

Valuair is banking on this exact strategy to 

give itself an edge over the competition. By 

communicating itself as a fun way to fly – with 

an all-female crew and special theme flights – 

its advertising strategy, says Jimmy Lau, 

Executive Director & Co-Founder, is to make 

the Valuair experience a memorable one. 

Making ads stand out – in fact, taking ads 

to the extreme appears to be the forte of Jeff 

Delkin, Regional Business Director of O&M, 

and John Merrifield, Chief Creative Officer & 

Regional CD of TBWA Japan. Citing the repositioning 

of Sprite to gain market share, Jeff 

pointed out that savvy hip young people today 

cannot be fooled – “making a product look cool 

without trying to be cool can be tricky” so they 

had to turn the Sprite thirst-quenching 

experience into a full-bodied superlative 

experience by introducing Sprite Ice and Super 

Lemon, resulting in a 12% sales increase in just 

4 months. 

John Merrifield, who surfs the high waves 

with intense passion, injects this same element 

Rod Pullen 

into his advertising strategies. Ever heard of 

playing soccer10 storeys high while horizontally 

suspended from a high-rise building How 

about the unique experience of driving past a 

2-metre long giant football sitting atop a 

crushed car (with a realistic larger-than-life 

image of a footballer on a nearby building 

whose action of kicking a ball supposedly 

caused the mock crash scene) Taking the 

Adidas brand to the extreme got the 

Saatchi&Saatchi agency staff arrested in Tokyo, 

but on the flipside, sales for Adidas shot 

through the roof, giving new meaning to the 

Adidas slogan ‘Impossible is Nothing. Now 

with Adidas, there is a New Level of 

Impossible.’ 

All the speakers at the Ad Congress 

certainly gave superb presentations. AdLib 

congratulates the IAS - Rewriting the Rules 

of Creativity & Effectiveness in Advertising has 

undoubtedly made its point among the 400 

plus admen and women in attendance. 

“The congress was very well organized 

this year. You managed to gather an excellent 

group of speakers... no lemons this time. 

The topics covered were comprehensive and 

you already have the press writing about the 

congress, especially Yasmin (She was most 

inspiring)” 

Nalini Naidu 

Senior Vice President 

SPH 

" I've received a note of appreciation 

from someone at Batey/Redcell. It implies 

a high level of satisfaction from the 

delegates. It's the first I have ever received 

after so many years of IAS Ad Congresses. 

Well done, no other words can express how 

rewarding it was for all who attended in 

terms of the LEARNING we got from the 

team of your well-selected Quality Speakers. 

Thanks for the Great 2-Day event. At 

Consumer Probe, my Team and I felt that 

our sponsorship was every cent well-spent!" 

Peggy Tan 



Ad Congress & EFFIE Awards Sponsor 

39

Nick Waters Gerry Pereira Charles Wigley 

Oliver Roll 

What’s the ‘X’ Factor about the 

Advertising Industry that Keeps their 

Passion Burning 

‘X’ 

Factor 

Yasmin Ahmad 

“It allows me to play with a craft that I enjoy – writing and film-making.” 

Suresh Nair 

“It’s the variety and creativity – understanding how people’s minds work, 

uncovering what makes them tick, and why brands have the kind of appeal 

they do. It never gets easier – there are always new challenges to conquer.” 

Rob White 

“It’s the reductionism thing – taking a business or brand problem and 

distilling it to a simple idea or thought.” 

Simon Buchanan 

“Not any one thing- there are diversely different challenges in this industry 

– every ad brief tends to be problematic but the route to solving it can 

sometimes be very straightforward. I work with really bright people who 

enjoy what they do.” 

Comments from Participants 

about the EFFIEs 

“Congrats. Your first and I think it is 

one of my best. What else can I say but to 

tell you I enjoyed the sessions and more 

importantly, I enjoyed seeing so many 

people excited at putting right the 

advertising industry. Thanks again.” 

Sze Tian Poh 


Unilever, EFFIE Singapore Awards Sponsor 

"I want to congratulate you and your 

team for putting up a great show at the 

inaugural of the Effie Awards. It was indeed 

interesting to see how a successful integrated 

advertising campaign brought results. Also, 

this year the speakers at the Ad Congress 

were excellent, the topics linked very much 

to the objectives of the congress. I truly 

enjoyed very bit of it." 

Thomas Ang 


Comfort Ads 

“I enjoyed and benefited from the event 

tremendously. Particularly glad for the many 

overseas speakers - especially the US ones 

as they have been in the Effies for longer 

and could show us how to handle the 

‘effectiveness’ dimension. I believe that 

including overseas speakers is the way to go 

- gives us insight into how others work and 

think. This was the first time that Media 

agencies were invited to speak. Like to thank 

you for the opportunity, and I hope that I 

had contributed positively.” 

Kenneth Tsang 

CEO, Zenith Media 

Speaker, 6th Singapore International 

Advertising Congress 

40

I A S C o u n c i l M e m b e r s N e w s U p d a t e 

EFFIE lunch hosted 

by MediaCorp’s Chief 

Ernest Wong, CEO MediaCorp Group, gave a lunch at the Churchill Room at the 

Tanglin Club for the EFFIE Singapore Awards Executive Committee on April 15 to 

encourage and support the plans for the “Movement Towards Effective Advertising”. 

Shown here (From Left): Eric Lynge, Senior VP Sales & Marketing, MediaCorp TV; Patrick 

Mowe, Hon. Executive Director, IAS; Simone Bartley, CEO, Saatchi & Saatchi; Ernest Wong, 

Group CEO, MediaCorp; David Tang, MD, DDB; Rod Pullen, IAS President & CEO, Batey/red 

cell; Chua Foo Yong, CEO, MediaCorp TV; Florence Lian, Vice President English Programming 

& Marketing MediaCorp Radio 

FOND MEMORIES 

OF RENAUD 

At April's monthly meeting of the IAS Executive 

Council, a resolution was passed to co-opt Telly Tan, 

newly appointed Managing Director of Clear 

Channel Singapore and Henry Goh, Sales Director, 

as Council Member and Alternate respectively. 

Renaud Semerdjian, Chairman of Clear 

Channel Singapore, is bound for the French capital, 

but not before spending two months in sunny Spain 

first with Clear Channel's business unit there. Come 

July he's heading for Paris, as Advisor to Clear 

Channel's Board of Directors. 

Renaud has served on the IAS Executive 

Council since 2001 with much distinction. Always 

the life of the party, he enlivened The Hall of Fame 

Awards presentation in 2002 with a fantastic live 

band lead by an employee of AdShel! His Gaellic 

charm, boyish good looks and determined 

perserverance successfully established a vastly 

expanded Clear Channel presence in Singapore. 

The President and 

Council of IAS wish 

him every success in his 

new responsibilities at 

Clear Channel's 

European HQ in Paris. 

Renaud Semerdjian 

The IAS council welcomes Telly Tan 

and Henry Goh of Clear Channel Singapore 

as newly co-opted IAS Council Members 

Patsy Ee, IAS Events Consultant 

(middle) quickly getting the 

paperwork done for the newly 

co-opted IAS Council Member 

Telly Tan, (Left) newly 

appointed MD of Clear 

Channel Singapore and his 

Alternate, Henry Goh who 

rejoins Clear Channel as it’s Sales 

Director. 

Welcome on board, 

gentlemen! 

An imminent delivery 

for Rebecca Ang Lee 

Rebecca Ang Lee, looking radiant in this captured 

closeup, is expecting her first child in a few months. 

The avid sax player and choir member has come full 

circle in her exciting career path - from Giordano to 

OCBC to Citibank - and is now back at Giordano 

as Regional Marketing Director. 

41

AN ODE TO SINGAPORE’S VERY FIRST 

It’s about time we celebrated 

Awards solely dedicated to 

effectiveness, not merely creativityfocused. 

Where clients are able to 

measure tangible returns and justify 

expense budgets. 

The ad industry owes much thanks to Patrick 

Mowe who made DDB’s MD David Tang a 

challenge he couldn’t refuse. Ever the mover and 

shaker, David got a committee together pretty fast 

and out of many brainstorming sessions, ideas 

were born and germinated which gave birth to 

the Singapore EFFIES. 

Even Guest-of-Honour Minister Mah Bow 

Tan was not sparing in his gratitude during his 

opening speech.“I congratulate the IAS, the IAA 

Singapore Chapter, and in particular, the EFFIE 

Singapore Awards Committee for harnessing the 

entire Singapore advertising industry to think of the 

Ad Congress as the “EFFIE Congress”. This will make 

it a unique annual world class event that will attract 

presentations of the winners of the world’s best known 

Effectiveness Award. It is very important that 

Singapore develops as a centre for advertising 

education and the “EFFIE Congress” is a vital 

platform for learning from the world’s best examples 

of strategic planning working in conjunction with 

excellent creativity to produce results. The name of 

the game is results! 

Ladies and gentlemen, I believe that all of you 

here are at the cusp of an idea linking Singapore’s 

creative talent, both native and imported, to 

international business. The worldwide recognition 

of the EFFIE and your work in Singapore will make 

this tiny ‘red dot’ of an island give businesses located 

in Singapore a targeted impact. I congratulate the 

Singapore Advertising industry for taking this bold 

step in measuring its application of advertising 

creativity against that of the world’s most advanced 

economies, the United States and Europe. I believe 

that the number of your inaugural entries were more 

than double any other EFFIE contest in Asia to date. 

I would urge that more Singapore brands take to 

entering the EFFIE programme so that we can 

multiply our share of global brands, a key element in 

Singapore’s strategic economic plan. 

Let me also say to all those who may not walk 

away with a medal tonight, yes, you participated in 

a tough competition, probably the toughest in Asia. 

That took courage and it shows that you have the 

guts to be judged by world standards. The real test is 

whether you can stand up to the judging standards 

year after year until you win recognition. I applaud 

all of you for trying to be world beaters. This is the 

spirit that will make your Movement succeed. 

To tonight’s winners - well done. You may be 

few but you have demonstrated that you have earned 

the right to be labeled ‘world class’ for what you have 

achieved.” 

L to R: IAS 

President Rod 

Pullen; Minister for 

National 

Development, Mah 

Bow Tan; IAS Vice 

President Peggy 

Tan; Sorab Mistry, 

Chairman, IAA 

Singapore Chapter 

& Executive VP Asia 

Pacific, McCann- 

Erickson 

Minister Mah Bow Tan 

being introduced by 

Patrick Mowe to Madam 

Chua Foo Yong, CEO, 

MediaCorp TV; (Middle) 

Rod Pullen, President 

IAS 

Part of the 400 audience at the Ad Congress opening. 

Front row: Sze Tian Poh, MD, Unilever Singapore; David Teo, Hon Treasurer IAS & CEO, CMS; Ernest 

Wong, Group CEO, MediaCorp; Minister for National Development Mah Bow Tan; IAS President Rod 

Pullen, CEO, Batey /red cell; David Tang, Chairman, EFFIE Committee & MD, DDB 

42

EFFIES 

L-R: Simone Bartley, CEO 

Saatchi & Saatchi; Luke 

Lee, Brand Manager 

Guinness; Graham Kelly, 

Regional Creative Director, 

Saatchi & Saatchi; Sandy 

Burns, Planning Director, 


L-R: Charlie Blower, Creative Group Head, DDB Worldwide; Francis Hsu, Senior 

VP Credit Cards UOB; Tim Evill, President & Chief Creative Officer, DDB 

Worldwide; Simone Bartley,CEO Saatchi & Saatchi; Luke Lee, Brand Manager 

Guinness 

L-R: Standing in the 

middle, Christina 

Cooper, Director of 

Marketing (Courts 

Singapore); Russell 

Fong, Art Director 

(DDB) and Evette Tan, 

Associate Account 

Director (DDB), share 

a proud moment 

May Chan, Vice President, 

Personal Card Marketing 

Division, Credit Cards, 

Personal Financial 

Services (UOB) accepts 

the EFFIE from Minister 

Mah Bow Tan 

L-R: David Tang, Chairman EFFIE Singapore Committee; 

Minister Mah Bow Tan; Carolyn Kan, Managing Director, M& C 

Saatchi; Angela Koch, Director of Strategic Planning, M&C 

Saatchi 

L-R: David Tang, Chairman 

EFFIE Singapore Committee; 

Minister Mah Bow Tan; 

Francis Hsu, Senior Vice 

President-Credit Cards, 

United Overseas Bank; Tim 

Evill, President & Chief 

Creative officer, DDB 

Worldwide 

David Tang, Chairman EFFIE Singapore 

Committee; Minister Mah Bow Tan; Rankin 

Yeo, Partner Audit, Deloitte 

All smiles from 

Jacob Wright, 

Strategic Planner, 

BBH Asia Pacific and 

Syu Ai Ming, 

Strategic Planner, 

BBH Asia Pacific 

Josie Lau, AVP DBS 

Cards and Secured 

Loans and Henley 

Fondren, General 

Manager RMG 

Singapore proudly 

accepting their EFFIE 

award from Minister 

Mah Bow Tan 

43

THE HALL OF FAME AWARDS – A HIGH ‘GLAM’ AFFAIR 

500 advertising industry 

practitioners packed The 

Ballroom of The Grand 

Copthorne Waterfront Hotel in 

late November to witness the 

last Ad Industry Gala Event of 

the Year – The IAS Hall of Fame 

Awards. 

The GLAMOROUS Dress Code was 

actually taken seriously – Jeannie Ong of 

StarHub, Simone Bartley of Saatchi&Saatchi, 

the ladies from Clear Channel, Comfort Ads, 

BBH and NewsWeek were nothing if not high 

on the GLAM factor (why do men never look any 

different at these ‘dos’, I wonder) 

Ladies, you were all the belles of the Ball!! 

Eighteen Awards were given out with two 

new categories added on - The Media Agency 

of the Year and The National Magazine 

Campaign of the Year. The LifeTime 

Achievement Award went without a recipient 

this year – where did all the good guys disappear to 

– and it is hoped someone gets this prestigious 

honour next year. 

Kudos to the IAS, Patrick Mowe, Danny & 

Patsy for a great job well-done! 

Mr Rod Pullen, IAS President & Chairman 

of The Singapore Advertising Hall of 

Fame Awards 2004 

The Family Television Commercial of the Year, sponsored 

by Ministry of Community Development, Youth & Sports. 

L-R: Ms Cecilia Wong, Group Account Director, BATEY| 

red cell; Ms Tham Loke Kheng – Consumer Marketing, 

Consumer Markets, StarHub; Mrs Mildred Tan – 

Chairperson, International Year of the Family & MD, 

Ernest & Young Associates Pte Ltd 

44

National Magazine Campaign of the Year, 

sponsored by ACP Asia. L-R: Ms 

Stephanie Tan, Asst. Account Director, 

BBH; Ms Julie Sherborn, Managing 

Director, ACP Asia 

The Best Use of Pan-Asia Regional Media Plan of the Year, 

sponsored by TNS. L-R: Ms Tess Caven, Managing Partner of 

WCSS ( Worldwide Client Services & Solutions) The 

International wing of Mediaedge:cia Singapore Pte Ltd; Mr 

Phillip Jones, Regional Director Media, TNS; Ms Mak Min Huey, 

Manager, International, Mediaedge:cia Singapore Pte Ltd 

The Most Effective Media Campaign Plan of the 

Year, sponsored by OMD. L-R: Ms Clara Goh, Media 

Planner, OMD; Mr Phillip Jones, Regional Director 

Media, TNS; Ms Anita Yeong, Strategic Planning 

Director, OMD 

The Most Effective Media Campaign Plan of the Year, 

sponsored by TNS. L-R: Mr Shaun Tay - Account Director, 

Bates; Ms Jesley Neo - Account Manager, Bates; Mr Phillip 

Jones, Regional Director Media, TNS; Mr Tan Tzao Shen, 

Asst. Brand Manager, APB 

The Poster Campaign of the Year, sponsored by Clear 

Channel Singapore. L-R: Ms Simone Bartley, Chief 

Executive Officer, Saatchi & Saatchi; Mr Telly Tan, Managing 

Director, Clear Channel Singapore 

The Family Advertiser of the Year, sponsored by Ministry of 

Community Development, Youth & Sports / International Year 

of the Family. L-R: Mr Elliot Townsend, Creative Director, 

Scoop Adworld; Mr Tan Kian Chew, CEO NTUC FairPrice; 

Mrs Mildred Tan – Chairperson, International Year of the 

Family & MD, Ernest & Young Associates Pte Ltd 

The Taxi Campaign of the Year, sponsored by Comfort 

Ads. L-R: Ms Elaine Quek, General Manager, 

Mediaedge: cia; 

Mr Thomas Ang, General Manager, Comfort Ads 

The Point of Sale Campaign of the 

Year, sponsored by StarMedia 

International. L-R: Mr Frank Young – 

Creative Partner, CRUSH; Mr Alan Ng, 

Chief Executive Officer, Starmedia 

International 

The Media Agency of the 

Year, sponsored by 

MediaCorp. L-R: Ms 

Deepika Nikhilender, 

General Manager, 

MindShare Singapore; Mr 

Manpreet Singh, Managing 

Director, MindShare 

Singapore; Ms Audrey 

Kuah, General Manager, 

Maxus Communications, 

Singapore; Mr Ernest 

Wong, Group Chief 

Executive Officer, 

MediaCorp 

Advertiser of the Year, 

sponsored by 

MediaCorp TV. L-R: Mr 

Andre Koo, Brand 

Executive, Asia Pacific 

Breweries; 

Mr Luke Lee, Brand 

Manager, Asia Pacific 

Breweries; Mr Lester 

Tan, Assistant General 

Manager, Asia Pacific 

Breweries; Mr Ernest 

Wong, Group Chief 

Executive Officer, 

MediaCorp 

45

The Relationship Marketing Campaign of the 

Year, sponsored by Carlson Marketing Group. 

L-R: Mr Shaun Tay - Account Director, Bates; 

Ms Jesley Neo - Account Manager, Bates; Mr 

Vincent Tan, Director of Marcom, Asia & 

Middle East, Carlson Marketing; Mr Tan Tzao 

Shen, Asst. Brand Manager, APB 

A section of the 500 strong crowd 

Cable TV Campaign of the Year, sponsored by StarHub. L-R: Mr Goh Koon 

Seng, GM of Cerebos Pacific Limited; Mr Patrick Low, Executive Creative 

Director, Y & R and Wunderman; Mr Patrick Lim, Director Advertising Sales 

& Multimedia, Consumer Markets, StarHub 

Campaign of the Year, sponsored by SPH MediaWorks. L-R: Ms Lin Pei Hua, 

Marketing & Communications Manager, CK Tang Ltd; Mr Julian Tan, Vice 

President, SPH MediaWorks 

The International Print Campaign of the Year, 

sponsored by Newsweek. L-R: Ms Donna Attal, 

Communications Manager, DHL Express; 

Mr Richard Joyce, Regional Advertising Director 

The Young Professional of the Year, sponsored 

by MediaCorp TV. L-R: Ms Ho Yen Yen, Account 

Director, BBH; Mr Ernest Wong, Group Chief 

Executive Officer, MediaCorp 

The Advertising Professional of the Year, sponsored 

by MediaCorp Radio. L-R: Mr Manpreet Singh, 

Managing Director, MindShare Singapore; Mr Ernest 

Wong, Group Chief Executive Officer, MediaCorp 

46

The Advertising Agency of the Year, sponsored by Asian Wall Street Journal. L- 

R: Mr Leonardo O’Grady – Business Development Director, Saatchi & Saatchi; Mr 

Graham Kelly, Executive Creative Director, Saatchi & Saatchi; Ms Esther Yew, 

Creative Services Director, Saatchi & Saatchi; Ms Simone Bartley, Chief 

Executive Officer, Saatchi & Saatchi; Ms Lesley Kelly, Managing Director, Sales 

SEA/Australia, Dow Jones International 

L-R: Rod Pullen, IAS President; Jeannie Ong, Corporate Communications, 

StarHub; Patrick Mowe, Hon. Executive Director, IAS; Ernest Wong, Group 

CEO, MediaCorp 

Jubilant winners from 

MindShare Singapore 

Winners from BBH 

Combination of winners, Advertiser of the Year / Advertising Agency of 

the Year 

47

The Singapore Advertising Hall of Fame Awards 2004 

Individual & Company Award Categories 

1. The Lifetime achievement of the Year Award 

Sponsored by 

5. The Poster Campaign of the Year Award 

Sponsored by 

2.The Advertising Professional of the Year Award 

Sponsored by 

6. The Point of Sale Campaign of the Year Award 

Sponsored by 

3.The Young Professional of the Year Award 

Sponsored by 

7. The Taxi Campaign of the Year Award 

Sponsored by 

4. The Advertising Agency of the Year Award 

Sponsored by 

8. The Most Effective Media Campaign Plan of the Year Award 

Sponsored by 

5. The Advertiser of the Year Award 

Sponsored by 

9. The Best Use of Pan-Asia Regional Media Plan of the Year Award 

Sponsored by 

6. The Media Agency of the Year Award 

Sponsored by 

10. The National Magazine Campaign of the Year Award 

Sponsored by 

Open Award Categories 

1. The International Print Campaign of the Year Award 

Sponsored by 

Family Matters Award Categories 

Supported by 

2. The Campaign of the Year Award 

Sponsored by 

3. The Cable TV of the Year Award 

Sponsored by 

4. The Relationship Marketing Campaign of the Year 

1. The Family Television Commercia; of the Year Award 

2. The Family Print Advertisement of the Year Award 

3. The Family Advertising Campaign of the Year Award 

4. The Family Advertiser Award 

Sponsored by 

48

ACKNOWLEDGEMENTS: 

Strategic Partners 

Winland Printing 

Designed by Ransome Chua Design Associates 

Printer: Winland Printing 

Paper sponsored by Hiap Moh Corporation Ltd

SPONSORS 

Consumer Probe

IAS AR 2004 - Institute of Advertising Singapore

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