IAS AR 2004 - Institute of Advertising Singapore

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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
Page 1 and 2: I N S T I T U T E O F A D V E R T I
Page 3 and 4: IAS Executive Council Members 2004
Page 5 and 6: It is with great pleasure that IAS
Page 7 and 8: The following form the IAA Singapor
Page 9 and 10: get it out and re-read it once a ye
Page 11 and 12: FOR THE STARS Standing L-R: Mr. Gee
Page 13 and 14: S i n g a p o r e A d v e r t i s i
Page 15 and 16: Guests mingling and networking at t
Page 17 and 18: S i n g a p o r e A d v e r t i s i
Page 19: NEW YORK HERE WE COME! IAS Events M
Page 23 and 24: GAPORE EFFIES Judging Panel IV with
Page 25 and 26: EFFIE Singapore Awards Executive Co
Page 27 and 28: Lee Cheok Yew spoke on MTV Branding
Page 29 and 30: Seto Lok Yin, Director, Industry De
Page 32 and 33: Members IAA Singapore Chapter & Fou
Page 34 and 35: SPEAKERS OF THE 6TH SINGAPORE INTER
Page 40 and 41: THE 6TH INTERNATIONAL ADVERTISING C
Page 42 and 43: Nick Waters Gerry Pereira Charles W
Page 44 and 45: AN ODE TO SINGAPORE’S VERY FIRST
Page 46 and 47: THE HALL OF FAME AWARDS - A HIGH
Page 48 and 49: The Relationship Marketing Campaign
Page 50 and 51: The Singapore Advertising Hall of F
Page 52: SPONSORS Consumer Probe

IAS AR 2004 - Institute of Advertising Singapore

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