IAS AR 2004 - Institute of Advertising Singapore

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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, Giordano Originals “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 Saatchi & Saatchi Carlson Marketing Group Consumer Probe 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
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 and 22: epresentatives at the IAS EFFIE Sem
Page 23: GAPORE EFFIES Judging Panel IV with
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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