IAS AR 2004 - Institute of Advertising Singapore

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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
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 and 20: NEW YORK HERE WE COME! IAS Events M
Page 21: epresentatives at the IAS EFFIE Sem
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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