IAS AR 2004 - Institute of Advertising Singapore

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