IAS AR 2004 - Institute of Advertising Singapore

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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, Saatchi & Saatchi 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
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 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 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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