Quest - Institute of Advertising Singapore
Quest - Institute of Advertising Singapore
Quest - Institute of Advertising Singapore
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<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong><br />
15 Enggor Street<br />
#07-01 Realty Centre<br />
<strong>Singapore</strong> 079716<br />
www.ias.org.sg
QUEST<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong><br />
Directory 2008/2009<br />
Year Book 2007/2008<br />
March 07 — Feburary 08
INSTITUTE OF<br />
ADVERTISING<br />
SINGAPORE<br />
The <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong> has been actively promoting and assisting the<br />
upgrading <strong>of</strong> advertising practitioner standards since 1990. With a comprehensive<br />
range <strong>of</strong> educational and training programmes, the <strong>Institute</strong> has raised the industry<br />
benchmark; bringing relevance to education, IAS programmes are taught by industry<br />
pr<strong>of</strong>essionals. The acclaimed <strong>Singapore</strong> <strong>Advertising</strong> Hall <strong>of</strong> Fame Awards precede an<br />
even greater step towards educating the general public about the advertising<br />
pr<strong>of</strong>ession — the birth <strong>of</strong> the inaugural World Effie Festival.<br />
WHERE TO FIND UPDATED INFORMATION?<br />
Log on to the IAS website: www.ias.org.sg for updates on events, memberships, IAS Education courses,<br />
worldwide advertising website links and <strong>Singapore</strong> advertising websites.<br />
HOW TO CONTACT US?<br />
EDUCATION<br />
Chairman Education Steering Committee<br />
Mr. David Teo Keng Hock<br />
Tel 62211666 Fax 62211106<br />
eMail cmsedu@singnet.com.sg<br />
Manager<br />
Mr Jim See<br />
eMail jim.see@ias.org.sg<br />
Programme Executive<br />
Mr Raphael Teh<br />
eMail info@ias.org.sg<br />
EVENTS<br />
Executive Director<br />
Ms Jennifer Goh<br />
Tel 62208382 Fax 62211106<br />
eMail jennifer@ias.org.sg<br />
Awards Programme Manager<br />
Ms Cathryn Chu<br />
Tel 62208382 Fax 62211106<br />
eMail: cathryn@ias.org.sg<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong><br />
15 Enggor Street<br />
#07-01 Realty Centre<br />
<strong>Singapore</strong> 079716<br />
Print sponsored by Colourscan Co. Pte Ltd<br />
Paper sponsored by Winpac Paper
IAS<br />
DIRECTORY<br />
2007/08<br />
CONTENTS<br />
04<br />
05<br />
11<br />
12<br />
14<br />
15<br />
17<br />
18<br />
20<br />
24<br />
25<br />
26<br />
27<br />
EXECUTIVE COUNCIL MEMBERS 2008<br />
FOUNDATION MEMBERS 2008<br />
SINGAPORE’S HOTTEST EFFIE<br />
AGENCIES 2007<br />
THE EFFIE SINGAPORE AWARDS 2007<br />
WINNERS<br />
THE ASIA PACIFIC’S HOTTEST EFFIE<br />
AGENCIES 2008<br />
THE ASIA PACIFIC AWARDS 2008 WINNERS<br />
THE SINGAPORE ADVERTISING HALL OF<br />
FAME RANKINGS 2007<br />
THE SINGAPORE ADVERTISING HALL OF<br />
FAME AWARDS 2007 WINNERS<br />
CHARTER MEMBERS 2008<br />
IAS MEMBERSHIP<br />
IAA SINGAPORE CHAPTER<br />
MEMBERSHIP BENEFITS<br />
IAA SINGAPORE CHAPTER TALENT DRAFT<br />
INITIATIVE STEERING COMMITTEE 2008<br />
THE EFFIE SINGAPORE AWARDS STEERING<br />
COMMITTEE 2008<br />
28<br />
29<br />
30<br />
THE SINGAPORE ADVERTISING<br />
HALL OF FAME STEERING COMMITTEE<br />
2008<br />
CREATIVE DIRECTOR OF THE YEAR<br />
COMMITTEE 2008<br />
THE POSTER CHALLENGE ADVERTISING<br />
PHOTOGRAPHER OF THE YEAR<br />
COMMITTEE 2008<br />
FOUNDATION & CHARTER MEMBERSHIP<br />
& SPONSORSHIP<br />
IAS ORDINARY MEMBERSHIP COMMITTEE<br />
2008<br />
THE WORLD EFFIE FESTIVAL — A GLOBAL<br />
CELEBRATION OF CREATIVE EFFECTIVENESS<br />
STEERING COMMITTEE 2009<br />
THE ASIA PACIFIC EFFIE STEERING<br />
COMMITTEE 2009
EXECUTIVE<br />
COUNCIL<br />
MEMBERS<br />
2008<br />
HONORARY TREASURER<br />
DAVID TEO<br />
MD<br />
CMS<br />
RICHARD HUGGINS<br />
Regional Sales Director,<br />
SEA<br />
MDAS<br />
PRESIDENT<br />
SORAB MISTRY<br />
Chief Growth Officer<br />
McCann WorldGroup<br />
Asia Pacific<br />
TELLY TAN<br />
Managing Director<br />
Clear Channel<br />
FRANK YOUNG<br />
MD/Executive Creative<br />
Director,<br />
Crush <strong>Advertising</strong><br />
DISTINGUISHED HONORARY FELLOW<br />
The Honorable Mr Mah Bow Tan<br />
Minister for National Development<br />
HONORARY FELLOWS IAS<br />
David Teo Keng Hock<br />
Founding President IAS<br />
HON. SECRETARY<br />
PATRICK MOWE<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong><br />
REBECCA ANG-LEE<br />
Gp Strategic Marketing<br />
& Communications, DBS<br />
IAS PRESIDENTS*<br />
1990 – 1993 David Teo Keng Hock<br />
1994 – 1997 Y.P. Chan<br />
1998 (2 mths) Vincent Hoe<br />
1998 (10 mths) Donald Ee<br />
1999 Donald Ee<br />
2000 Gerry Pereira<br />
2001 – 2003 James Yip<br />
2004 – 2005 Rod Pullen<br />
2006 – 2008 March James Yip<br />
From April 2008 Sorab Mistry<br />
4<br />
VICE PRESIDENT<br />
PEGGY TAN<br />
MD<br />
Consumer Probe<br />
THOMAS ANG<br />
Event Consultant<br />
GEERT DESAGER<br />
Trade Marketing Manager,<br />
MDAS<br />
PALANI PILLAI<br />
Managing Director, TBNT<br />
ALTERNATE MEMBERS<br />
ADRIAN YEO<br />
Research Director,<br />
Consumer Probe Pte Ltd<br />
IAS DIRECTORY 2008/09<br />
VICE PRESIDENT<br />
JEFFREY SEAH<br />
CEO<br />
MindShare <strong>Singapore</strong><br />
NALINI NAIDU<br />
Group MD<br />
Integrated Marketing<br />
Solutions Group<br />
MICHAEL ANG<br />
* Historical note: Prior to 1990 the predecessor <strong>of</strong> the IAS<br />
was the Joint Education Committee formed by the MAA<br />
(The predecessor <strong>of</strong> the <strong>Singapore</strong> Advertisers<br />
Association) & 4As. In 1990 Mr Mah Bow Tan, then Minister<br />
<strong>of</strong> State for Trade & Industry was instrumental in securing<br />
the status <strong>of</strong> <strong>Institute</strong> and the <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong>,<br />
<strong>Singapore</strong> (IAS) was born.
FOUNDATION<br />
MEMBERS<br />
2008<br />
<strong>Singapore</strong> International<br />
<strong>Advertising</strong> Congress<br />
CATEGORY<br />
Advertisers<br />
NESTLE SINGAPORE<br />
200 Cantonment Road #03-01 Southpoint <strong>Singapore</strong> 089763<br />
Tel: 6836 7039<br />
Mr James Wong<br />
Communications & Corporate Affairs Manager<br />
james.wong@sg.nestle.com<br />
ROLEX SINGAPORE PTE LTD<br />
302 Orchard Road #02-01 Tong Building <strong>Singapore</strong> 238862<br />
Tel: 6737 9033<br />
Mr Gerald Teo<br />
Sales & Marketing Manager<br />
gerald.teo@rolex.com<br />
STARHUB<br />
51 Cuppage Road #07-00 StarHub Centre <strong>Singapore</strong> 229469<br />
Tel: 6825 5169<br />
Ms Iris Wee<br />
Head – Marketing<br />
iriswee@starhub.com<br />
SENTOSA LEISURE GROUP<br />
33 Allan Brooke Road, Sentosa <strong>Singapore</strong> 099981<br />
Tel: 6297 1122<br />
Ms Lee Huei Chern<br />
Director <strong>of</strong> Marketing<br />
lee_huei_chern@sentosa.com.sg<br />
YAHOO! PTE LTD<br />
18 Cross Street China Square Central <strong>Singapore</strong> 048423<br />
Tel: 6477 4570<br />
Mr Roger Moy Mr Tom Sipple<br />
Research & Analytics Manager, SEA Director — Sales, SEA<br />
rogermoy@yahoo-inc.com tsipple@yahoo-inc.com<br />
5<br />
IAS DIRECTORY 2008/09
FOUNDATION<br />
MEMBERS<br />
2008<br />
<strong>Singapore</strong> International<br />
<strong>Advertising</strong> Congress<br />
CATEGORY<br />
Institutional<br />
DBS BANK LTD<br />
6 Shenton Way #10-03 DBS Building <strong>Singapore</strong> 068809<br />
Tel: 6878 3748<br />
Ms Karen Ngui<br />
MD & Head <strong>of</strong> Gp Strategic Marketing & Communications<br />
karenngui@dbs.com<br />
SINGAPORE POST<br />
10 Eunos Road 8 #05-07 <strong>Singapore</strong> Post Centre <strong>Singapore</strong> 408600<br />
Tel: 6845 6610<br />
Mr Maurice Williams<br />
Chief Marketing Officer<br />
BDM INTELLIGENCE<br />
3B Stanley Street <strong>Singapore</strong> 068722<br />
Tel: 6224 6360<br />
Mr AJ Dabydin<br />
Managing Director<br />
ajd@bdm-intelligence.com<br />
NGEE ANN POLYTECHNIC<br />
School <strong>of</strong> BA<br />
535 Clementi Road Block 72, Level 9 <strong>Singapore</strong> 599489<br />
Tel: 6460-6956<br />
Ms Tan Lai Wan<br />
Section Head, Marketing & Enterprise Development<br />
tlw1@np.edu.sg<br />
THE TOMORROW GROUP<br />
63 Robinson Road #04-02 Afro-Asia Building <strong>Singapore</strong> 068894<br />
Tel: 6248 4784<br />
Stefan Ronnquist Robin Goh<br />
Group Managing Director Managing Director<br />
stefan.ronnquist@tomorrow.com.hk robin.goh@tomorrow.com.sg<br />
B.E. INTERNATIONAL<br />
28 Maxwell Road Red Dot Traffic Building #04-08 <strong>Singapore</strong> 069120<br />
Tel: 6327 8043<br />
Mr Shadi Bteddini Mr Devraj<br />
President Regional Director, S.E.A.<br />
Shadi@beinternational.com<br />
6
CATEGORY<br />
International<br />
Media<br />
SCHOOL OF FILM & MEDIA STUDIES<br />
535 Clementi Road Block 53, #07-01 <strong>Singapore</strong> 599489<br />
Tel: 6460 8248<br />
Ms Jenny Low Mr Clement Tay<br />
Section Manager/ Lecturer Lecturer<br />
lowj@np.edu.sg tcy3@np.edu.sg<br />
AUSTRALIA CONSOLIDATED PRESS (ACP)<br />
317 Outram Road #03-01A/B, Concorde Shopping Centre <strong>Singapore</strong> 169075<br />
Tel: 6227 7900<br />
Ms Julie Sherborn<br />
Managing Director<br />
jsherborn@acpmagazines.com.sg<br />
BBC WORLD (SINGAPORE) PTE LTD<br />
100 Beach Road #12-08/09 Shaw Towers <strong>Singapore</strong> 189702<br />
Tel: 6296 8217<br />
Ms Terri Seow<br />
Head <strong>of</strong> Marketing, APAC<br />
terri.seow@bbc.co.uk<br />
DOW JONES INTERNATIONAL<br />
10 Anson Road #32-08 International Plaza <strong>Singapore</strong> 079903<br />
Tel: 6415 4301<br />
Ms Lesley Kelly<br />
Managing Director, Sales SEA/Australia<br />
lesley.kelly@dowjones.com<br />
THE ECONOMIST GROUP<br />
8 Cross Street #23-01 PWC Building <strong>Singapore</strong> 048424<br />
Tel: 6532 7977<br />
Mr Tim Pinnegar<br />
Publisher Asia<br />
timpinnegar@economist.com<br />
INTERNATIONAL HERALD TRIBUNE<br />
88A Club Street IHT House <strong>Singapore</strong> 069456<br />
Tel: 6325 0833<br />
Ms Eileen Soh<br />
Deputy <strong>Advertising</strong> Director/ Asia Pacific<br />
Email: esoh@iht.com<br />
COLOURSCAN CO. PTE LTD<br />
53 Ubi Avenue 3 <strong>Singapore</strong> 408863<br />
Tel: 65-6253 8888<br />
Mr Joseph Ong<br />
VP Marketing<br />
7<br />
IAS DIRECTORY 2008/09<br />
Ms Stephanie Yap<br />
Marketing Manager<br />
Email: stephyap@colourscan.com.sg
FOUNDATION<br />
MEMBERS<br />
2008<br />
<strong>Singapore</strong> International<br />
<strong>Advertising</strong> Congress<br />
CATEGORY<br />
Internet<br />
NEWSWEEK INTERNATIONAL<br />
3 Philip Street #14-04 Commerce Point <strong>Singapore</strong> 048693<br />
Tel: 6236 5418<br />
Mr Richard Joyce Ms AwYong Poh Twan<br />
Regional <strong>Advertising</strong> Director Marketing Director<br />
richard.joyce@newsweek.com poh.twan.awyong@newsweek.com<br />
READER’S DIGEST ASIA<br />
10 Eunos Road 8 #12-03 <strong>Singapore</strong> Post Centre <strong>Singapore</strong> 408600<br />
Tel: 6843 3381<br />
Mr Simon Cholmeley Ms Rosemarie Wallace<br />
Regional <strong>Advertising</strong> Director Regional Managing Director, Asia<br />
TURNER BROADCASTING SALES SEA<br />
152 Beach Road #24-05/08 Gateway East <strong>Singapore</strong> 189721<br />
Tel: 6393 3668<br />
Mr. William Hsu Mr Junji Sumitani<br />
Vice President, <strong>Advertising</strong> Sales, Asia Pacific Sales Director, SEA<br />
william.hsu@turner.com junji.sumitani@turner.com<br />
ZO MEDIA<br />
170 River Valley Road #01-01 River Valley Building <strong>Singapore</strong> 179033<br />
Tel: 6883 1525<br />
Mr Pierre Perrett Mr Dinesh Singh<br />
Creative Director Sales & Marketing Director<br />
pierre@zocard.com dinesh@zocard.com<br />
NIKKEI ASIA PTE LTD<br />
331 North Bridge Road #13-02/03 Odeon Towers <strong>Singapore</strong> 188720<br />
Tel: 6336 5057<br />
Mr Masatami Kasagi<br />
President<br />
kasagi@nikkei.com.sg<br />
MICROSOFT DIGITAL ADVERTISING SOLUTIONS<br />
1 Marina Boulevard 22-01 <strong>Singapore</strong> 078989<br />
Tel: 6882 8899<br />
Mr Richard Huggins Mr Geert Desager<br />
Regional Sales Director — SEA Trade Marketing Manager<br />
rhuggins@micros<strong>of</strong>t.com geertd@micros<strong>of</strong>t.com<br />
8
CATEGORY<br />
Media<br />
Agencies<br />
OPTIMUM MEDIA DIRECTIONS (OMD)<br />
3 Anson Road #30-03 Springleaf Tower <strong>Singapore</strong> 079907<br />
Tel: 6876 6800<br />
Mr Jim Goh<br />
Regional Managing Director, SEA<br />
jim.goh@omd.com.sg<br />
STARCOM MEDIA WORLDWIDE<br />
137 Telok Ayer Street #07-01/02/03 <strong>Singapore</strong> 068602<br />
Tel: 6435 7100<br />
Mr Gan Boon Guan Ms Melissa Ho<br />
CEO, <strong>Singapore</strong> Regional Director<br />
BG.Gan@sg.smvgroup.com melissa.ho@smvgroup.com<br />
ZENITH MEDIA<br />
137 Telok Ayer Street 06-01 <strong>Singapore</strong> 068602<br />
Tel: 6438 2722<br />
Mr Harpreet Singh Kaintel<br />
CEO<br />
harpreet_singh@zenithmedia.com.sg<br />
SPARKFURY CREATIVE CONSULTANTS PTE LTD<br />
12 Prince Edward Road #06-08 Podium B Bestway Building <strong>Singapore</strong> 079212<br />
Tel: 6411 6988<br />
Mr Michael Wee Mr Michael Lim<br />
Managing Director Group Business Director<br />
MINDSHARE SINGAPORE<br />
8 Shenton Way #12-01/02 Temasek Tower <strong>Singapore</strong> 068811<br />
Tel: 6395 0800<br />
Mr Jeffrey Seah Ms Deepika Nikhilender<br />
Chief Executive Officer Managing Director<br />
jeffrey.seah@mindshareworld.com deepika.nikhilender@mindshareworld.com<br />
GLEAMEDIA PTE LTD<br />
No. 42 Tannery Lane <strong>Singapore</strong> 347791<br />
Tel: 6547 1757<br />
Mr Raymond Teo Mr Koh Tong Huat<br />
CEO Executive Director<br />
th@gleamedia.com<br />
9<br />
IAS DIRECTORY 2008/09
FOUNDATION<br />
MEMBERS<br />
2008<br />
<strong>Singapore</strong> International<br />
<strong>Advertising</strong> Congress<br />
CATEGORY<br />
<strong>Singapore</strong><br />
Media<br />
CATEGORY<br />
Research<br />
MODERNAGE DESIGN & COMMUNICATIONS PTE LTD<br />
54 Amoy Street <strong>Singapore</strong> 069880<br />
Tel: 6325 4500<br />
Edward Tang Jeffrey Tay<br />
Managing Director Creative Director<br />
edward.tang@modernage.com.sg jeffreytay@modernage.com.sg<br />
JC DECAUX<br />
20 Temasek Boulevard #33-02 Suntec City Tower 3 <strong>Singapore</strong> 038988<br />
Tel: 6333 8622<br />
Mr Ashley Stewart Ms Evlyn Yang<br />
Managing Director Sales Director<br />
ashley.stewart@jcdecaux.com.sg evlyn.yang@jcdecaux.com.sg<br />
MOOVE MEDIA (SBS TRANSIT)<br />
205 Braddell Road <strong>Singapore</strong> 579701<br />
Tel: 6383 7035<br />
Mrs. Jayne Kwek Ms. Valerie Lee<br />
Managing Director General Manager<br />
jaynekwek@moovemedia.com.sg valerielee@moovemedia.com.sg<br />
SMRT MEDIA<br />
251 North Bridge Road <strong>Singapore</strong> 179102<br />
Tel: 6331 1323<br />
Ms Teo Chew Hoon Ms Jeslyn Tan<br />
Vice President Head <strong>of</strong> Media Department<br />
teochewhoon@smrt.com.sg jeslyntan@smrt.com.sg<br />
PGK MEDIA PTE LTD<br />
8 Temasek Boulevard Penthouse Level Suntec Tower Three <strong>Singapore</strong> 038988<br />
Tel: 6866 3280<br />
Mr Giulio Dorrucci Ms Paola Pazzaglia<br />
Founder, Chairman & CEO Founder and Executive Director<br />
gdorrucci@pgkmedia.com info@pgkmedia.com<br />
SAFFRON HILL RESEARCH<br />
89B Amoy Street <strong>Singapore</strong> 069908<br />
Tel: 6423 4501<br />
Mr. Raymond Ng Ms Tessa Brown<br />
Managing Director Managing Director<br />
raymond@saffron-hill.com tessa@saffron-hill.com<br />
10
EFFIE SINGAPORE RANKINGS<br />
SINGAPORE’S HOTTEST<br />
EFFIE AGENCIES 2007<br />
RANKING THE WINNERS<br />
EFFIE <strong>Singapore</strong> Awards adopts a point allocation system to encourage a long-term focus<br />
from agencies towards the EFFIE movement. Winning an EFFIE is never just a one-shot wonder,<br />
it shows the calibre <strong>of</strong> an agency to consistently deliver on works <strong>of</strong> effectiveness for all<br />
its clients.<br />
Out <strong>of</strong> many entry submissions, only the cream makes the finalists’ list — <strong>of</strong> which each finalist<br />
is awarded 15 points. Winning an award is a remarkable feat. A bronze is awarded an additional<br />
30 points, a silver 40 points and a gold 50 points.<br />
2007<br />
1<br />
2<br />
3<br />
4<br />
4<br />
4<br />
5<br />
6<br />
7<br />
8<br />
9<br />
10<br />
11<br />
12<br />
13<br />
14<br />
15<br />
16<br />
17<br />
17<br />
18<br />
18<br />
18<br />
19<br />
20<br />
21<br />
22<br />
23<br />
23<br />
23<br />
23<br />
23<br />
2006<br />
1<br />
2<br />
7<br />
3<br />
4<br />
3<br />
15<br />
6<br />
10<br />
5<br />
11<br />
8<br />
9<br />
11<br />
15<br />
~<br />
12<br />
13<br />
12<br />
~<br />
14<br />
13<br />
~<br />
~<br />
14<br />
~<br />
15<br />
~<br />
15<br />
15<br />
15<br />
~<br />
2005<br />
1<br />
2<br />
11<br />
~<br />
8<br />
3<br />
12<br />
4<br />
7<br />
5<br />
12<br />
12<br />
6<br />
11<br />
12<br />
~<br />
9<br />
~<br />
9<br />
~<br />
12<br />
10<br />
~<br />
~<br />
12<br />
~<br />
12<br />
~<br />
12<br />
12<br />
~<br />
~<br />
TOTAL POINTS<br />
1065<br />
305<br />
170<br />
145<br />
145<br />
145<br />
127.5<br />
122.5<br />
120<br />
105<br />
97.5<br />
85<br />
80<br />
75<br />
70<br />
65<br />
62.5<br />
60<br />
55<br />
55<br />
45<br />
45<br />
45<br />
37.5<br />
30<br />
27.5<br />
22.5<br />
15<br />
15<br />
15<br />
15<br />
15<br />
11<br />
AGENCY<br />
DDB Worldwide<br />
Saatchi & Saatchi<br />
Zenith Media<br />
Bates141<br />
MindShare <strong>Singapore</strong><br />
David Communications Group<br />
JWT <strong>Singapore</strong><br />
M&C Saatchi<br />
Ogilvy & Mather<br />
BBH<br />
OMD <strong>Singapore</strong><br />
BBDO<br />
Draftfcb<br />
Y&R<br />
TBWA\Tequila<br />
Eleven Pte Ltd<br />
Batey<br />
Rapp Collins<br />
Ogilvy/ Red Card<br />
DBS Bank<br />
Publicis<br />
Initiative Media<br />
Kinetic <strong>Singapore</strong><br />
PHD <strong>Singapore</strong><br />
Starcom Media<br />
Qeren Communications<br />
Leo Burnett<br />
Proximity <strong>Singapore</strong><br />
Fallon <strong>Singapore</strong><br />
Motivator <strong>Singapore</strong><br />
Euro RSCG<br />
McCann WorldGroup<br />
IAS DIRECTORY 2008/09
THE EFFIE<br />
SINGAPORE<br />
AWARDS 2007<br />
WINNERS<br />
GOLD WINNERS<br />
Electronic & Print Media/Entertainment/Gaming<br />
No. Campaign Title Brand Client Agency<br />
1 Because You Deserve StarHub StarHub Ltd DDB Worldwide<br />
Fast Food and Restaurants<br />
No. Campaign Title Brand Client Agency<br />
2 It's gonna get messy Carl's Jr Aspac F&B Eleven Pte Ltd<br />
Government/ Institutions<br />
No. Campaign Title Brand Client Agency<br />
3 It’s all in the details Republic <strong>of</strong> Republic <strong>of</strong> DDB Worldwide<br />
<strong>Singapore</strong> Air Force <strong>Singapore</strong> Air Force<br />
SILVER WINNERS<br />
Financial Services/Images & Products<br />
No. Campaign Title Brand Client Agency<br />
1 The personal loan that's James General Electric O&M <strong>Singapore</strong><br />
truly personal Money Pte Ltd & Zenith Media<br />
2 Living, Breathing Asia DBS Bank DBS Bank Ltd<br />
Medical Services<br />
No. Campaign Title Brand Client Agency<br />
3 Life Before Death <strong>Singapore</strong> Hospice <strong>Singapore</strong> Hospice O&M <strong>Singapore</strong><br />
Council Council & & Qeren<br />
Lien Foundation Communications<br />
Non-Pr<strong>of</strong>it/Public Service/Charities<br />
No. Campaign Title Brand Client Agency<br />
4 Light A Million Candles Financial Coalition Standard Chartered TBWA\Tequila<br />
Against Online Bank <strong>Singapore</strong><br />
Child Pornography<br />
5 Send Her Your Love Breast Cancer Breast Cancer DDB Worldwide<br />
Foundation Foundation<br />
General Retail/Etail<br />
No. Campaign Title Brand Client Agency<br />
6 Cirque de Noel Robinsons Robinsons & Co DDB Worldwide<br />
12
Government/Institutions<br />
No. Campaign Title Brand Client Agency<br />
7 A Force Like Nothing Republic <strong>of</strong> Republic <strong>of</strong> DDB Worldwide<br />
On Earth <strong>Singapore</strong> Air Force <strong>Singapore</strong> Air Force<br />
BRONZE WINNERS<br />
Education<br />
No. Campaign Title Brand Client Agency<br />
1 How SIM achieved real SIM Global Education SIM Pte Ltd M&C Saatchi &<br />
results by talking with the PHD <strong>Singapore</strong><br />
youth not at them<br />
Travel/Tourism/Destination<br />
No. Campaign Title Brand Client Agency<br />
2 World On Sale Zuji Travel Zuji Travel Pte Ltd Kinetic <strong>Singapore</strong><br />
Consumer Durables<br />
No. Campaign Title Brand Client Agency<br />
3 Smart TV StarHub StarHub Ltd DDB Worldwide &<br />
Zenith Optimedia<br />
Fast Food & Restaurants<br />
No. Campaign Title Brand Client Agency<br />
4 Good Breakfast McDonald's McDonald's DDB Worldwide<br />
Great Morning Restuarants Pte Ltd<br />
Financial Services/Images & Products<br />
No. Campaign Title Brand Client Agency<br />
5 Insurance & Investments — HSBC HSBC JWT <strong>Singapore</strong> &<br />
Education Campaign 2006 MindShare <strong>Singapore</strong><br />
Financial Services/Credit Cards<br />
No. Campaign Title Brand Client Agency<br />
6 I Am Woman UOB Lady's Card United Overseas Bank Saatchi & Saatchi<br />
Limited<br />
Telecom Services<br />
No. Campaign Title Brand Client Agency<br />
7 Free to go StarHub- pfingo StarHub DDB Worldwide<br />
13<br />
IAS DIRECTORY 2008/09
EFFIE RANKINGS<br />
ASIA PACIFIC’S HOTTEST<br />
EFFIE AGENCIES 2008<br />
RANKING THE WINNERS<br />
EFFIE Asia Pacific Awards adopts a point allocation system to encourage a long-term focus<br />
from agencies towards the EFFIE movement. Winning an EFFIE is never just a one-shot wonder,<br />
it shows the calibre <strong>of</strong> an agency to consistently deliver on works <strong>of</strong> effectiveness for all its<br />
clients.<br />
Out <strong>of</strong> many entry submissions, only the cream makes the finalists’ list — <strong>of</strong> which each finalist<br />
is awarded 15 points. Winning an award is a remarkable feat. A bronze is awarded an additional<br />
30 points, a silver 40 points and a gold 50 points.<br />
2008<br />
RANKING<br />
1<br />
2<br />
3<br />
3<br />
3<br />
3<br />
3<br />
4<br />
5<br />
5<br />
5<br />
6<br />
6<br />
6<br />
6<br />
7<br />
7<br />
7<br />
7<br />
7<br />
2008<br />
ACCUMULATED<br />
POINTS<br />
85<br />
80<br />
65<br />
65<br />
65<br />
65<br />
65<br />
60<br />
55<br />
55<br />
55<br />
45<br />
45<br />
45<br />
45<br />
15<br />
15<br />
15<br />
15<br />
15<br />
AGENCY<br />
Ogilvy & Mather<br />
DDB<br />
BBH<br />
Belgiovane Williams Mackey<br />
Grey Melbourne<br />
Ogilvy & Mather<br />
Saatchi & Saatchi<br />
Naga DDB<br />
Grey <strong>Advertising</strong><br />
Saatchi & Saatchi<br />
The Sydney Furnace<br />
DraftFCB Ulka <strong>Advertising</strong><br />
McCann Erikson<br />
Ogilvy & Mather<br />
Saatchi & Saatchi<br />
Bates David Enterprise<br />
Harrison Communications<br />
Ogilvy & Mather<br />
Ogilvy & Mather<br />
TBWA\Tequila<br />
14<br />
COUNTRY<br />
Taiwan<br />
<strong>Singapore</strong><br />
Japan<br />
Australia<br />
Australia<br />
Hong Kong<br />
Japan<br />
Malaysia<br />
Bangladesh<br />
New Zealand<br />
Australia<br />
India<br />
India<br />
India<br />
<strong>Singapore</strong><br />
India<br />
Philippines<br />
New Zealand<br />
Thailand<br />
<strong>Singapore</strong>
THE ASIA PACIFIC<br />
EFFIE AWARDS 2008<br />
WINNERS<br />
GOLD WINNERS<br />
Consumer Durables<br />
1. Campaign Title: Smart TV<br />
Agency: DDB<br />
Client: StarHub<br />
Country: <strong>Singapore</strong><br />
Consumer Services<br />
1. Campaign Title: A Billion Dollar Affair<br />
Agency: Ogilvy & Mather <strong>Advertising</strong><br />
Client: RaboPlus<br />
Country: New Zealand<br />
Food & Beverage<br />
1. Campaign Title: Burning 1 Calorie is Unbelievably Easy<br />
Agency: Ogilvy & Mather <strong>Advertising</strong><br />
Client: Coca-Cola China (Hong Kong Region)<br />
Country: Hong Kong<br />
Non-Food FMCG<br />
1. Campaign Title: Axe Japan Launch<br />
Agency: BBH<br />
Client: Unilever<br />
Country: Japan<br />
2. Campaign Title: My Inspiration, My Libang<br />
Agency: Saatchi & Saatchi<br />
Client: Nippon Paint<br />
Country: China<br />
Pro-bono/Government/Cultural/Issue Campaigns<br />
1. Campaign Title: Wipe Off 5 Save Lives<br />
Agency: Grey Melbourne<br />
Client: Transport Accident Commission<br />
Country: Australia<br />
15<br />
IAS DIRECTORY 2008/09
BRONZE WINNERS<br />
Consumer Durables<br />
1. Campaign Title: MotoFlip: People Will Talk<br />
Agency: Ogilvy & Mather <strong>Advertising</strong><br />
Client: Motorola<br />
Country: India<br />
2. Campaign Title: Viva Loves You<br />
Agency: Naga DDB Malaysia<br />
Client: Perodua Sales<br />
Country: Malaysia<br />
Consumer Services<br />
1. Campaign Title: Guess Who’s Just Heard from Us?<br />
Agency: DraftFCB Ulka <strong>Advertising</strong><br />
Client: Info Edge India<br />
Country: India<br />
Food & Beverage<br />
1. Campaign Title: World Heart Day<br />
Agency: McCann Erickson<br />
Client: Marico Industries<br />
Country: India<br />
Pro-bono/Government/Cultural/Issue Campaigns<br />
1. Campaign Title: Navy Page-turner<br />
Agency: Saatchi & Saatchi<br />
Client: Republic <strong>of</strong> <strong>Singapore</strong><br />
Country: <strong>Singapore</strong><br />
16
THE SINGAPORE<br />
ADVERTISING<br />
HALL OF FAME<br />
RANKINGS 2007<br />
RANKING THE WINNERS<br />
2006<br />
1<br />
3<br />
2<br />
4<br />
6<br />
5<br />
7<br />
8<br />
9<br />
15<br />
14<br />
10<br />
11<br />
12<br />
13<br />
18<br />
17<br />
17<br />
16<br />
17<br />
19<br />
20<br />
20<br />
20<br />
21<br />
21<br />
23<br />
22<br />
22<br />
22<br />
24<br />
25<br />
25<br />
26<br />
27<br />
26<br />
26<br />
28<br />
28<br />
28<br />
28<br />
28<br />
28<br />
~<br />
~<br />
2007<br />
1<br />
2<br />
3<br />
4<br />
5<br />
6<br />
7<br />
8<br />
9<br />
10<br />
11<br />
12<br />
13<br />
14<br />
15<br />
16<br />
17<br />
18<br />
19<br />
20<br />
21<br />
21<br />
22<br />
22<br />
22<br />
23<br />
23<br />
24<br />
25<br />
25<br />
25<br />
26<br />
27<br />
27<br />
27<br />
27<br />
28<br />
29<br />
29<br />
29<br />
30<br />
30<br />
30<br />
30<br />
30<br />
30<br />
30<br />
HOF RANKINGS<br />
AGENCY/COMPANY NAME<br />
Saatchi & Saatchi<br />
DDB Worldwide<br />
Y&R <strong>Singapore</strong><br />
OMD Sing apore<br />
MindShare <strong>Singapore</strong><br />
BBH<br />
Mediaedge:cia<br />
Bates <strong>Singapore</strong><br />
Crush <strong>Advertising</strong><br />
JWT <strong>Singapore</strong><br />
Zenith Media<br />
Starcom Mediavest Group<br />
Euro RSCG<br />
Batey Pte Ltd<br />
Leo Burnett<br />
Maxus <strong>Singapore</strong><br />
Ogilvy & Mather<br />
Universal McCann<br />
141Worldwide<br />
Kinetic <strong>Singapore</strong><br />
Alchemy Partnership<br />
MediaCom<br />
WORK <strong>Advertising</strong><br />
MCR Creative<br />
Scoop AdWorld<br />
M&C Saatchi<br />
Pr<strong>of</strong>ero Pte Ltd<br />
TBWA\<strong>Singapore</strong><br />
Draft FCB<br />
Grey Global <strong>Singapore</strong><br />
Moove Media<br />
Wunderman<br />
Carat Media<br />
Initiative <strong>Singapore</strong><br />
BBDO <strong>Singapore</strong><br />
PHD <strong>Singapore</strong><br />
OgilvyOne<br />
Chuo Senko<br />
McCann Erickson<br />
Cheil Communications Inc<br />
AdCom<br />
Dentsu <strong>Singapore</strong><br />
Design at Work<br />
Interactive Hub<br />
Maximise <strong>Singapore</strong><br />
Media Development Authority<br />
Reap Media Communications<br />
* Excludes all individual awards<br />
* All Finalists are awarded 15 points<br />
* Winners are awarded additional 50 points<br />
* Joint Submissions from agencies have their scores divided equally between them<br />
17<br />
2007 ACCUMULATED<br />
POINTS<br />
1080.0<br />
742.5<br />
697.5<br />
640.0<br />
530.0<br />
512.5<br />
442.5<br />
320.0<br />
295.0<br />
195.0<br />
242.5<br />
235.0<br />
225.0<br />
202.5<br />
185.0<br />
165.0<br />
147.5<br />
125.0<br />
122.5<br />
110.0<br />
95.0<br />
80.0<br />
80.0<br />
80.0<br />
80.0<br />
72.5<br />
72.5<br />
67.5<br />
65.0<br />
65.0<br />
65.0<br />
47.5<br />
45.0<br />
45.0<br />
45.0<br />
45.0<br />
43.5<br />
30.0<br />
30.0<br />
30.0<br />
15.0<br />
15.0<br />
15.0<br />
15.0<br />
15.0<br />
15.0<br />
15.0<br />
IAS DIRECTORY 2008/09
THE SINGAPORE ADVERTISING<br />
HALL OF FAME AWARDS 2007<br />
WINNERS<br />
1. The Lifetime Achievement Award — Sponsored by Newsweek<br />
WINNER: Rod Pullen , Executive Partner, Foo & Pullen LLP<br />
2. The Young Pr<strong>of</strong>essional Of the Year Award — Sponsored by MediaCorp TV12<br />
WINNER: Andrew McKechnie, JWT <strong>Singapore</strong><br />
3. The <strong>Advertising</strong> Pr<strong>of</strong>essional <strong>of</strong> the Year Award — Sponsored by MediaCorp,<br />
News-Radio-Print<br />
WINNER: David Tang, President & CEO, DDB Worldwide<br />
4. The Creative Director <strong>of</strong> the Year Award — Sponsored by SMRT Media<br />
WINNER: Patrick Low, Executive Director, Y&R<br />
5. The <strong>Advertising</strong> Agency <strong>of</strong> the Year Award — Sponsored by The Wall Street Journal<br />
WINNER: Saatchi & Saatchi<br />
6. The Media Agency <strong>of</strong> the Year Award — Sponsored by MediaCorp<br />
WINNER: OMD <strong>Singapore</strong><br />
7. The Advertiser <strong>of</strong> the Year Award — Sponsored by MediaCorp TV<br />
WINNER: Republic <strong>of</strong> <strong>Singapore</strong> Air Force<br />
‘A Force Like Nothing on Earth’<br />
8. The International Print Campaign <strong>of</strong> the Year Award — Sponsored by Newsweek<br />
WINNER: Sony Ericsson Mobile Communications International AB<br />
‘Sony Ericsson K5810i ‘Shadows’ ’ — Saatchi & Saatchi<br />
9. The Campaign <strong>of</strong> the Year Award — Sponsored by <strong>Singapore</strong> Press Holdings<br />
WINNER: Asia Pacific Breweries<br />
‘Guinness 9-Ball Tour Campaign’<br />
— Saatchi & Saatchi, MindShare <strong>Singapore</strong> and OgilvyOne (<strong>Singapore</strong> & Malaysia)<br />
18
10. The Press Campaign <strong>of</strong> the Year Award — Sponsored by The Straits Times<br />
WINNER: UOB ‘UOB 12 weeks <strong>of</strong> Christmas’<br />
— Saatchi & Saatchi<br />
11. The Cable TV Campaign <strong>of</strong> the Year Award — Sponsored by StarHub<br />
WINNER: Asia Pacific Breweries<br />
‘Guinness 9-Ball Tour Campaign’<br />
— Saatchi & Saatchi<br />
12. The Relationship Marketing Campaign <strong>of</strong> the Year Award — Sponsored by<br />
Jade Apple<br />
WINNER: Shell Eastern Petroleum<br />
‘Shell Diesel Care For Cabbie Activation’<br />
— MAXUS Communications <strong>Singapore</strong><br />
19<br />
IAS YEAR BOOK 2007<br />
13. The Magazine Campaign <strong>of</strong> the Year Award — Sponsored by ACP Magazines<br />
WINNER: Procter & Gamble ‘SK-II Air Touch Foundation’<br />
— Zenithmedia<br />
14. The On-Line Campaign <strong>of</strong> the Year Award — Sponsored by iHub Media<br />
WINNER: Nokia Pte Ltd ‘Nokia 5700 DJ Mixxer’<br />
— MediaCom<br />
15. The Poster Campaign — The Photographer <strong>of</strong> the Year Award<br />
— Sponsored by Clear Channel<br />
WINNER: Jonathan Tay Pte Ltd — Jay Gee Production<br />
‘Red Tab Campaign’<br />
16. The Direct Mail Campaign <strong>of</strong> the Year Award — Sponsored by DMRocket!<br />
WINNER: Republic <strong>of</strong> <strong>Singapore</strong> Air Force<br />
‘It's All in the Details’ — DDB Worldwide
CHARTER<br />
MEMBERS<br />
2008<br />
The Effie <strong>Singapore</strong> Keynote Lecture<br />
The Effie <strong>Singapore</strong> Awards<br />
CATEGORY<br />
<strong>Advertising</strong><br />
Agencies<br />
AGI COMMUNICATIONS<br />
83 Amoy Street <strong>Singapore</strong> 069902<br />
Tel: 6228 9878<br />
Mr Tan Ching Koon<br />
Chairman & Managing Director<br />
tck@agicomm.com.sg<br />
ASATSU–DK SINGAPORE<br />
No.1 Liang Seah Street #02-05 <strong>Singapore</strong> 189022<br />
Tel: 6333 5115<br />
Mr Kazuki Shiobara Mr Charlie Gan<br />
Executive Chairman Managing Director<br />
asatsuks@singnet.com.sg cgan@adk.com.sg<br />
BARTLE BOGLE HEGARTY ASIA PACIFIC<br />
5 Magazine Road #03-03 Central Mall <strong>Singapore</strong> 059571<br />
Tel: 6500 3026<br />
Mr Charles Wigley<br />
Chairman<br />
charles.wigley@bbh-asiapac.com.sg<br />
BATES 141<br />
100 Beach Road #30-00 Shaw Towers <strong>Singapore</strong> 189702<br />
Tel: 6393 5194<br />
Mr Peter Skalberg<br />
Managing Director<br />
peter.skalberg@bates141.com<br />
BATEY (PTE) LTD<br />
202 South Bridge Road <strong>Singapore</strong> 058751<br />
Tel: 6322 0320<br />
Mr Alan Fairnington<br />
Chief Executive Officer<br />
alan.fairnington@batey.com.sg<br />
20
CHARTER<br />
MEMBERS<br />
2008<br />
The Effie <strong>Singapore</strong> Keynote Lecture<br />
The Effie <strong>Singapore</strong> Awards<br />
DDB WORLDWIDE<br />
226 Outram Road <strong>Singapore</strong> 169039<br />
Tel: 6323 4811<br />
Mr David Tang<br />
President & CEO<br />
david.tang@sg.ddb.com<br />
DRAFT FCB<br />
40A Orchard Road #08-01 MacDonald House <strong>Singapore</strong> 238838<br />
Tel: 6832 1203<br />
Mr Bhaskar Rao<br />
Area Director/SEA Chief Executive Officer<br />
brao@fcb.com<br />
CRUSH ADVERTISING PTE LTD<br />
10 Raeburn Park #01-02 <strong>Singapore</strong> 088702<br />
Tel: 6328 2378<br />
Mr Palani Pillai Mr Kelvin Pereira<br />
Chief Executive Officer Executive Creative Director<br />
EURO RSCG WORLDWIDE<br />
3 Anson Road #06-01 Springleaf Tower <strong>Singapore</strong> 079909<br />
Tel: 6317 6600<br />
Mr Matthew Fanshawe Mr Charlie Blower<br />
Managing Director Executive Creative Director<br />
matthew.fanshawe@eurorscg.com.sg charlie.blower@eurorscg.com.sg<br />
GREY GROUP PTE LTD<br />
1 Magazine Road #03-07 Central Mall <strong>Singapore</strong> 059567<br />
Tel: 6511 7625<br />
Mr. Subba Raju Mr Nirvik Singh<br />
Chief Executive Officer President/Chief Executive Officer, SEA<br />
raju@grey.com<br />
J.WALTER THOMPSON<br />
38 Maxwell Road #02-01 Airview Building <strong>Singapore</strong> 069116<br />
Tel: 6880 5088<br />
Mr Angus Fraser<br />
Managing Director<br />
angus.fraser@jwt.com<br />
21<br />
IAS DIRECTORY 2008/09
CHARTER<br />
MEMBERS<br />
2008<br />
The Effie <strong>Singapore</strong> Keynote Lecture<br />
The Effie <strong>Singapore</strong> Awards<br />
LEO BURNETT<br />
33 Pekin Street #03-01 Far East Square <strong>Singapore</strong> 048763<br />
Tel: 6236 1808<br />
Mr Kurt Viertel<br />
Managing Director<br />
kurt_viertel@leosin.com.sg<br />
MANDATE ADVERTISING INTERNATIONAL<br />
5 Pereira Road #03-01 Asiawide Industrial Building <strong>Singapore</strong> 368025<br />
Tel: 6382 8128<br />
Ms Chew Lee Ching<br />
Managing Director<br />
leeching@mandate-intl.com<br />
MCCANN WORLDGROUP (S) PTE LTD<br />
40A Orchard Road #06-00 The MacDonald House <strong>Singapore</strong> 238838<br />
Tel: 6737 9911<br />
Mr Sorab Mistry<br />
Chief Growth Officer<br />
Asia Pacific & WorldGroup<br />
sorab.mistry@ap.mccann.com<br />
M&C SAATCHI<br />
115 Amoy Street <strong>Singapore</strong> 069935<br />
Tel: 6372 4210<br />
Ms Carolyn Kan Mr Richard Johnson<br />
Managing Director Executive Creative Director<br />
carolyn.kan@mcsaatchi.com.sg rich@mcsaatchi.com.sg<br />
OGILVY & MATHER<br />
The Ogilvy Centre 35 Robinson Road #03-01 <strong>Singapore</strong> 068876<br />
Tel: 6213 7979<br />
Mr Stephen Mangham<br />
Group Chairman<br />
stephen.mangham@ogilvy.com<br />
PUBLICIS ASIA PACIFIC<br />
80 Anson Road #33-00 Fuji Xerox Tower <strong>Singapore</strong> 079907<br />
Tel: 6477 6331<br />
Mr Matthew Godfrey Mr Thomas Neo<br />
CEO (Asia) CEO<br />
matthew.godfrey@publicis.asia-pacific.com.sg tom.neo@publicis.com.sg<br />
22
LOWE AND PARTNERS (SINGAPORE) PTE LTD<br />
371 Beach Road #04-01/11 Keypoint <strong>Singapore</strong> 199597<br />
Tel: 6849 4888<br />
Mr Bryan Easton<br />
CEO<br />
bryan.easton@loweworldwide.com<br />
SAATCHI & SAATCHI PTE LTD<br />
3D River Valley Road #03-01 Clarke Quay <strong>Singapore</strong> 069935<br />
Tel: 6339 4733<br />
Mr John Foley<br />
Chief Executive Officer<br />
john_foley@saatchi.com.sg<br />
TBWA SINGAPORE PTE LTD<br />
The T\Junction No. 5 Kadayanallur Street <strong>Singapore</strong> 069183<br />
Tel: 6324 3002<br />
Mr Dan Paris<br />
Managing Director<br />
dan.paris@tequila.com.sg<br />
Y & R<br />
300 Beach Road #30-00 The Concourse <strong>Singapore</strong> 199555<br />
Tel: 6295 0025<br />
Mr Tanuj Philip Mr Patrick Low<br />
Managing Director Executive Creative Director<br />
philip_tanuj@ap.yr.com patrick_low@ap.yr.com<br />
23<br />
IAS DIRECTORY 2008/09
IAS MEMBERSHIP<br />
IAS Membership<br />
In 1990, the <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong> was approved<br />
and registered by the <strong>Singapore</strong> Registrar <strong>of</strong> Societies. During<br />
April <strong>of</strong> the same year, it was inaugurated at the World Trade<br />
Centre Club by the Honourable Mr Mah Bow Tan (the then<br />
Minister <strong>of</strong> State for Trade & Industry and Communications<br />
& Information)<br />
Reflecting the organisation’s current efforts to stay relevant and contribute positively to its<br />
membership body, the IAS strives to create a distinct and favorable identity for its members,<br />
akin to that enjoyed in other pr<strong>of</strong>essions.<br />
MEMBERSHIP TYPES<br />
ORDINARY<br />
Open to executives working directly in advertising and related industries.<br />
Entrance Fee : S$100<br />
Annual Subscription : S$100<br />
STUDENTS<br />
A prerequisite for attending IAS courses<br />
Entrance Fee : S$50<br />
Annual Subscription : S$50<br />
MEMBERSHIP BENEFITS<br />
Upon receipt <strong>of</strong> an Ordinary Membership Card and payment <strong>of</strong> dues, the member is entitled<br />
to use the designation MIAS, which represents Member <strong>of</strong> the <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong>.<br />
A special rate at monthly seminars or forums organised by IAS to keep practitioners updated<br />
on relevant industry developments. These will include courses <strong>of</strong> special interest and degree<br />
programmes with overseas universities, for example:<br />
Graduate Diploma in Marketing Communications — done in conjunction with the Marketing<br />
<strong>Institute</strong> <strong>of</strong> <strong>Singapore</strong> and the <strong>Institute</strong> <strong>of</strong> Public Relations, <strong>Singapore</strong>.<br />
Diploma in Marketing Communications<br />
Diploma in Creative Communications<br />
Portfolio School<br />
Media Planning School<br />
Brand Management School<br />
OTHER TYPES OF MEMBERSHIPS<br />
FOUNDATION MEMBERS* <strong>of</strong> the<br />
Asia Pacific Effie Awards<br />
CHARTER MEMBERS* <strong>of</strong> the<br />
The Effie <strong>Singapore</strong> Keynote Lecture and<br />
The Effie <strong>Singapore</strong> Awards<br />
*Membership is by invitation only.<br />
24
IAA SINGAPORE CHAPTER<br />
MEMBERSHIP BENEFITS<br />
Services provided by the<br />
IAA World Service Centre (WSC)<br />
IAS TRAINING & PUBLIC EDUCATION<br />
The IAA <strong>Singapore</strong> Chapter was formed by the <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> Singpore in 2003.<br />
The IAS was set up by the <strong>Singapore</strong> <strong>Advertising</strong> Industry in 1990 with the support <strong>of</strong> the<br />
present <strong>Singapore</strong> Minister for National Development, IAS Distinguished Honorary Fellow,<br />
Mr Mah Bow Tan.<br />
HOW DO IAA AND IAS SINGAPORE MEMBERS BENEFIT?<br />
The programmes organised will allow members regular year round engagement with the<br />
industry’s major ‘decision makers’ — the industry representatives who control more than<br />
60% <strong>of</strong> <strong>Singapore</strong>’s S$1 billion annual ad spend.<br />
IAS AND IAA PUBLIC EDUCATION<br />
Since their establishment in 1998, a number <strong>of</strong> annual programmes have been run through<br />
the IAS. Events are supported through corporate sponsorship, while Awards Programmes<br />
are supported by Foundation and Charter memberships.<br />
MAJOR EVENTS<br />
Effie <strong>Singapore</strong> Keynote Lecture<br />
Previously known as The <strong>Singapore</strong> <strong>Advertising</strong> Lecture, the newly titled ‘Effie <strong>Singapore</strong><br />
Keynote Lecture’ series, follows in the footsteps <strong>of</strong> a number <strong>of</strong> celebrated speakers. Lectures<br />
over the past seven years have been given by:<br />
David Droga, 2000<br />
Germaine Greer, 2001<br />
Adrian Holmes, 2002<br />
Pr<strong>of</strong>essor Peter Sealy, 2003<br />
Ragesh Omar, 2004<br />
Chris Riley, 2005<br />
Eric Einhorn, 2006<br />
Craig Davis, 2007<br />
The <strong>Singapore</strong> International <strong>Advertising</strong> Congress<br />
Now incorporated into the World Effie Festival.<br />
The World Effie Festival<br />
A festival held in celebration <strong>of</strong> effective advertising on a global scale.<br />
The Asia Pacific Effie Awards<br />
A distinguished award celebrating effective creativity in advertising and marketing<br />
communications across the region.<br />
The Effie <strong>Singapore</strong> Awards<br />
A highly charged annual competition where agencies and marketers compete for the<br />
coveted accolades awarded to the most all-round effective campaigns — balancing<br />
strategy, creativity and effectiveness through campaign results.<br />
The <strong>Singapore</strong> <strong>Advertising</strong> Hall <strong>of</strong> Fame Awards<br />
This event has become the highlight <strong>of</strong> the entire ad industry, with an annual celebration<br />
<strong>of</strong> the best and the brightest <strong>of</strong> <strong>Singapore</strong>’s <strong>Advertising</strong>.<br />
25<br />
IAS DIRECTORY 2008/09
IAA SINGAPORE CHAPTER<br />
TALENT DRAFT INITIATIVE<br />
Steering Committee 2008<br />
HON. SECRETARY<br />
PATRICK MOWE<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong><br />
CHAIRMAN<br />
JEFFERY SEAH<br />
CEO<br />
MindShare<br />
DAVID TANG<br />
President & CEO<br />
DDB Worldwide<br />
26<br />
CHAIRMAN<br />
SORAB MISTRY<br />
Chief Growth Officer<br />
McCann Worldgroup<br />
Asia Pacific<br />
PALANI PILLAI<br />
CEO<br />
Crush <strong>Advertising</strong><br />
DEPUTY CHAIRMAN<br />
DAVID TEO<br />
IAS Founding President<br />
MD<br />
CMS
THE EFFIE SINGAPORE<br />
AWARDS<br />
Steering Committee 2008<br />
DAVID TEO<br />
IAS Founding President<br />
MD<br />
CMS<br />
CHAIRMAN<br />
SORAB MISTRY<br />
Chief Growth Officer<br />
McCann Worldgroup<br />
Asia Pacific<br />
ALAN FAIRNINGTON<br />
CEO<br />
Batey<br />
HON. SECRETARY<br />
PATRICK MOWE<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong><br />
27<br />
FOUNDING CHAIRMAN<br />
DAVID TANG<br />
President & CEO<br />
DDB Worldwide<br />
ANGUS FRASER<br />
MD<br />
JWT<br />
GOH SHU FEN<br />
Principal<br />
R3 Asia Pacific<br />
IAS DIRECTORY 2008/09<br />
CHIEF JUDGE<br />
DR SATTAR KHAN<br />
JEFFREY SEAH<br />
CEO<br />
MindShare <strong>Singapore</strong>
THE SINGAPORE<br />
ADVERTISING<br />
HALL OF FAME<br />
Steering Committee 2008<br />
CHAIRPERSON<br />
JULIE SHERBORN<br />
Marketing Director<br />
ACP Magazines<br />
CREATIVE DIRECTOR<br />
OF THE YEAR<br />
Steering Committee 2008<br />
JESLYN TAN<br />
Head Media Department<br />
SMRT Media<br />
PATRICK MOWE<br />
Hon. Secretary<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong><br />
ADVISOR<br />
RODNEY E. PULLEN<br />
Executive Partner<br />
Foo & Pullen LLP<br />
28<br />
KEN YONG<br />
Marketing Manager<br />
SMRT Media<br />
SEBASTIAN TAN<br />
Group Managing Director<br />
The Shooting Gallery<br />
PATRICK MOWE<br />
Hon. Secretary<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong><br />
IAS DIRECTORY 2008/09<br />
PATRICK LOW<br />
Executive Creative Director<br />
Young & Rubicam
FOUNDATION & CHARTER<br />
MEMBERSHIP & SPONSORSHIP<br />
IAS ORDINARY MEMBERSHIP<br />
Steering Committee 2008<br />
CHAIRPERSON<br />
NALINI NAIDU<br />
Group MD<br />
Integrated Marketing<br />
Solutions Group<br />
29<br />
PATRICK MOWE<br />
Hon. Secretary<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong><br />
IAS DIRECTORY 2008/09<br />
JENNIFER GOH<br />
Executive Director<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong>
THE WORLD EFFIE FESTIVAL<br />
A GLOBAL CELEBRATION<br />
OF CREATIVE EFFECTIVENESS<br />
Steering Committee 2009<br />
CHRIS THOMAS<br />
CEO<br />
BBDO <strong>Singapore</strong><br />
VICE CHAIRMAN<br />
John Ziegler<br />
President and CEO Asia<br />
Pacific. Japan<br />
DDB Asia Pacific<br />
THE ASIA PACIFIC EFFIE<br />
Steering Committee 2009<br />
CHAIRMAN<br />
SATTAR KHAN<br />
30<br />
CHAIRMAN<br />
CHARLES WIGLEY<br />
Chairman, Asia Pacific<br />
Bartle Bogle Hegarty<br />
DAVID TANG<br />
President & CEO<br />
DDB Worldwide<br />
DAVID TANG<br />
President & CEO<br />
DDB Worldwide<br />
STEPHEN MANGHAM<br />
Gp Chairman<br />
Ogilvy & Mather<br />
IAS DIRECTORY 2008/09<br />
AMBAR BRAHMACHARY<br />
Chairman<br />
Y&R<br />
HON. SECRETARY<br />
PATRICK MOWE<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong><br />
<strong>Singapore</strong>
IAS<br />
YEAR BOOK<br />
2007/08<br />
CONTENTS<br />
34<br />
38<br />
42<br />
44<br />
56<br />
63<br />
64<br />
66<br />
CLOSING WORDS BY JAMES YIP<br />
NEW PRESIDENT’S SPEECH<br />
IAS CALENDAR OF EVENTS 2007/08<br />
IAS EDUCATION<br />
THE WORLD EFFIE ESTIVAL 2008<br />
THE EFFIE SINGAPORE AWARDS<br />
JUDGING 2007<br />
THE EFFIE SINGAPORE AWARDS<br />
2007 FINALISTS<br />
THE EFFIE SINGAPORE AWARDS<br />
PRESENTATION & GALA DINNER<br />
68<br />
70<br />
71<br />
72<br />
76<br />
77<br />
78<br />
82<br />
THE EFFIE SINGAPORE KEYNOTE<br />
SPEECH 2007<br />
THE ASIA PACIFIC EFFIE AWARDS<br />
JUDGING 2007<br />
THE ASIA PACIFIC EFFIE AWARDS<br />
2008 FINALISTS<br />
THE ASIA PACIFIC EFFIE AWARDS<br />
PRESENTATION & GALA DINNER<br />
PREVIOUS EXECUTIVE COUNCIL<br />
MEMBERS 2007<br />
THE SINGAPORE ADVERTISING HALL OF<br />
FAME AWARDS JUDGING 2007<br />
THE SINGAPORE ADVERTISING HALL OF<br />
FAME AWARDS 2007 FINALISTS<br />
THE SINGAPORE ADVERTISING HALL OF<br />
FAME AWARDS PRESENTATION & GALA<br />
DINNER 2007
CLOSING WORDS BY JAMES YIP<br />
Year End<br />
Review 2007<br />
By IAS President JAMES YIP<br />
2006 – 2008<br />
34
The World Effie Festival —<br />
a world event invented in<br />
<strong>Singapore</strong><br />
35<br />
IAS YEAR BOOK 2007/08<br />
18 countries in the Asia Pacific submitted 150<br />
entries, with 24 qualifying as finalists; the winners<br />
received their awards on 29th February at the<br />
World Effie Festival Gala Dinner.<br />
As I leave what can only be described as an exciting and vibrant<br />
second term as President <strong>of</strong> IAS, I wish to recount the successes we<br />
have achieved and congratulate our new council members. It is<br />
my honour to also give recognition to those who have walked the<br />
sometimes arduous path with us over the last year as we embraced<br />
new territory and together, built the foundations <strong>of</strong> a promising era<br />
for IAS.<br />
World event invented in <strong>Singapore</strong><br />
In February 2008, <strong>Singapore</strong>’s Ad Industry hosted the inaugural World<br />
Effie Festival. A world event realised and anchored in <strong>Singapore</strong>.<br />
Our thanks goes to the New York American Marketing Association<br />
(NYAMA), who established the Effie Awards in 1968, for having the<br />
vision to locate this event in <strong>Singapore</strong>.<br />
The IAS invited six brilliant Operating Board members who put<br />
together a formidable list <strong>of</strong> 50 speakers and panelists, making the<br />
event a truly memorable one filled with wisdom and knowledge<br />
from around the globe, celebrating ideas that work.<br />
In 2006, Patrick Mowe and I had the pleasure <strong>of</strong> welcoming Stephen<br />
Mangham, Group Chairman Ogilvy & Mather <strong>Singapore</strong>, as Chairman<br />
<strong>of</strong> the Operating and Supervisory Boards for the Festival. Stephen in<br />
turn enroled a powerful team <strong>of</strong> industry experts who made our<br />
dream a reality.<br />
The IAS now holds licenses to organise, the World Effie Festival, The<br />
Effie <strong>Singapore</strong> Awards and the Asia Pacific Effie Awards programmes.<br />
The success <strong>of</strong> the latter must be attributed largely to the hard work<br />
<strong>of</strong> Judd Labarthe, Chairman <strong>of</strong> APAC Effie and to Jennifer Goh, IAS<br />
newly appointed Executive Director who is passionate in her role<br />
and truly believes in making a difference; Jennifer broke new<br />
attendance records for the APAC Awards this year.
CLOSING WORDS BY JAMES YIP<br />
36
Successful students from<br />
the Talent Draft Initiative<br />
are being groomed to be<br />
future leaders <strong>of</strong> the<br />
industry.<br />
With submissions exceeding 50% more than anticipated, winners<br />
received their awards at the World Effie Festival Gala Dinner. The<br />
NYAMA presented the Global Effie Awards for the first time in<br />
<strong>Singapore</strong> on the same evening.<br />
The home grown <strong>Singapore</strong> <strong>Advertising</strong> Hall <strong>of</strong> Fame Awards still<br />
leads the <strong>Singapore</strong> awards for the <strong>Singapore</strong> <strong>Advertising</strong> industry.<br />
A special note <strong>of</strong> thanks to Julie Sherborn, Managing Director ACP<br />
Magazines, for the many sacrifices she made to ensure that she<br />
delivered a successful evening on October 19, 2007.<br />
A Future in Education<br />
Thanks to David Teo for the successful launch <strong>of</strong> the IAA Talent Draft<br />
Initiative 2007; to identify talent from our tertiary institutions and<br />
provide opportunities for a career in the advertising, marketing and<br />
communication industry. Strong support was given from <strong>Singapore</strong> s<br />
Universities and Polytechnics.<br />
The successful students from this Initiative are now employed by<br />
members <strong>of</strong> our industry and being groomed as its future leaders.<br />
We also thank Richard Huggins and Chris Schaumann for assisting<br />
IAS in locating some <strong>of</strong> its key courses at the Micros<strong>of</strong>t <strong>of</strong>fices. We<br />
look forward to building a closer relationship with Micros<strong>of</strong>t Digital<br />
<strong>Advertising</strong> Solutions in the coming years.<br />
Sorab Mistry, Chief Growth˚Officer Asia Pacific McCann WorldGroup<br />
and new IAS President, will further add to his commitment, not only<br />
as Chairman <strong>of</strong> the IAA <strong>Singapore</strong> Chapter but also as chairman<br />
<strong>of</strong> the IAS Education Advisory Board. This Board will have as its<br />
members some <strong>of</strong> the leading heads <strong>of</strong> Ad Agencies, Media and<br />
Advertisers to help IAS expand its <strong>of</strong>ferings and improve industry<br />
participation<br />
Finally, as I hand over the Presidency to Mr Mistry, recognition must<br />
be given to Palani Pillai, CEO <strong>of</strong> TNBT the holding company <strong>of</strong> CRUSH,<br />
Bang and Boom. Palani conceived, and orchestrated the IAS<br />
Scholarship Fund in 2007 with a lively five-a-side soccer tournament<br />
which raised S$45,000 for IAS Scholarships. Thanks is also due to<br />
Marketing Magazine for their ongoing support for this initiative<br />
in 2008.<br />
James Yip<br />
37<br />
IAS YEAR BOOK 2007/08
NEW PRESIDENT’S SPEECH<br />
The Promise <strong>of</strong> a<br />
Vibrant Future<br />
IAS Education is the only pr<strong>of</strong>essional advertising organisation<br />
today providing relevancy for individual advertising and<br />
marketing communications practitioners nationwide.<br />
By SORAB MISTRY<br />
PRESIDENT, INSTITUTE OF ADVERTISING SINGAPORE<br />
38
Sorab Mistry’s strong<br />
participation in IAS over<br />
the years has shown his<br />
enduring passion and<br />
vibrant energy.<br />
IAS YEAR BOOK 2007/08<br />
On 1st April 2008 — IAS, bid a fond farewell<br />
to President, James Yip, as they welcomed<br />
into their ranks the highly respected and<br />
globally renowned Sorab Mistry, Chief<br />
Growth President, McCann Worldgroup, Asia<br />
Pacific, as the new IAS President.<br />
The new President brings with him a wealth <strong>of</strong> experience both in<br />
the industry and through his generosity <strong>of</strong> time and involvement with<br />
IAS over the years.<br />
Sorab’s history with IAS goes back to 2002 when he was introduced<br />
as the founding Chairman <strong>of</strong> the Effie India programme by Ray<br />
Dempsey, then CEO <strong>of</strong> McCann Erickson <strong>Singapore</strong>.<br />
He was instrumental in assisting Patrick Mowe to make contact with<br />
the New York American Marketing Association, which led to the<br />
launch <strong>of</strong> the Effie <strong>Singapore</strong>; now a highly successful and growing<br />
programme in its fifth year. Sorab later succeeded David Tang as<br />
the Chairman <strong>of</strong> the Effie <strong>Singapore</strong>.<br />
IAS then invited Sorab to Chair the IAA <strong>Singapore</strong> Chapter where<br />
he, David Teo and Patrick Mowe launched the IAA Talent Draft<br />
Programme; a programme designed to encourage <strong>Singapore</strong><br />
Universities and Polytechnics to give their best to the <strong>Singapore</strong><br />
<strong>Advertising</strong> Industry.<br />
During the year-long preparation for the launch <strong>of</strong> the IAA <strong>Singapore</strong><br />
Chapter’s Talent Draft Initiative, Sorab was instrumental in engaging<br />
a number <strong>of</strong> <strong>Singapore</strong> Ad Industry’s top leaders for the event; his<br />
efforts secured such names as: Palani Pillai, David Tang, Jeffrey Seah,<br />
Stephen Mangham, Neil Montefiore, Sue Oliver and many others.<br />
Sorab and David Teo worked tirelessly to engage the participation<br />
<strong>of</strong> NUS, SMU, NTU, Nge Ann Polytechnic, Temasek Polytechnic,<br />
<strong>Singapore</strong> Polytechnic, Republic Polytechnic and Nanyang<br />
Polytechnic. The programme was successfully launched in 2006<br />
thanks to the dedication, time and effort invested.<br />
39
NEW PRESIDENT’S SPEECH<br />
40
The IAS Council believes<br />
Sorab s ability to both<br />
represent and motivate<br />
the advancing ambitions<br />
<strong>of</strong> <strong>Singapore</strong> s young<br />
talent, is unquestionable.<br />
An ambassador for learning,<br />
Sorab has always made IAS<br />
Education a key reason for<br />
his strong participation in IAS<br />
Events and Educational<br />
Programmes.<br />
IAS YEAR BOOK 2007/08<br />
His tireless work has already seen Sorab give freely <strong>of</strong> his time<br />
for over three years, providing regular talks to IAS students. An<br />
ambassador for learning, Sorab has always made IAS Education<br />
a key reason for his strong participation in IAS Events and<br />
Educational Programmes.<br />
The New President is a co-founder <strong>of</strong> the IAS Education Advisory<br />
Board (a body which addresses the issue <strong>of</strong> creative talent in<br />
<strong>Singapore</strong> and its capabilities. To encourage those who will become<br />
the successors <strong>of</strong> today s <strong>Advertising</strong> industry experts.)<br />
The IAS Education Advisory Board is set to be launched later this<br />
year. It will engage government agencies responsible for the<br />
establishment <strong>of</strong> <strong>Singapore</strong> as a global creative hub. This new voice<br />
is set to target <strong>Singapore</strong> s young talent and encourage them to<br />
pursue international leadership in creative marketing<br />
communications.<br />
The IAS Council believes Sorab s ability to both represent and<br />
motivate the advancing ambitions <strong>of</strong> <strong>Singapore</strong> s young talent,<br />
is unquestionable.<br />
The new President was welcomed into his role with a small group<br />
from IAS and council members who attended an informal dinner at<br />
Maru BBQ Restaurant.<br />
Sorab Mistry s strong participation in IAS over the years has shown<br />
his enduring passion and vibrant energy. His upcoming term as<br />
President promises a steadfast and prosperous future for IAS.<br />
41
IAS CALENDAR<br />
OF EVENTS 2007/08<br />
February<br />
Global Effie Award — 1 st Round Judging<br />
26 th February, Shangri-La Hotel<br />
September<br />
Talent Draft Initiative — Presentation Ceremony<br />
3 rd September<br />
<strong>Singapore</strong> <strong>Advertising</strong> Hall <strong>of</strong> Fame Awards<br />
IAS/SMRT Joint Press Conference —<br />
Creative Director <strong>of</strong> the Year Award<br />
11 th September<br />
<strong>Singapore</strong> <strong>Advertising</strong> Hall <strong>of</strong> Fame Awards<br />
— Judging 11 th September, Shangri-la Hotel<br />
ACTIVE Scholarship Fund Raiser : 5-aside<br />
Soccer Tournament<br />
28 th September, The Cage @ Jalan<br />
Benaan Kapal<br />
May<br />
Talent Draft Initiative — 2 nd Selection Test<br />
11 th May & 12 th May<br />
NUS – School <strong>of</strong> Business<br />
42<br />
March<br />
Power Breakfast With Tim Broadbent On<br />
‘<strong>Advertising</strong> Effectiveness’<br />
21 st March, Shangri-La Hotel<br />
Career In <strong>Advertising</strong><br />
‘Dialogue with a Senior <strong>Advertising</strong><br />
Practitioner’<br />
21 st March,<br />
<strong>Singapore</strong> Management University<br />
November<br />
Asia Pacific Effie Awards — Judging 2007<br />
29 th November — 1 st Round Judging<br />
30 th November — 2 nd Round Judging<br />
Shangri-la Hotel
June<br />
The ‘The Effie <strong>Singapore</strong> Keynote Lecture’ &<br />
The Effie <strong>Singapore</strong> Awards Presentation and<br />
Gala Dinner<br />
7 th June, Shangri-La Hotel<br />
April<br />
Talent Draft Initiative — 1 st Selection Test<br />
17 th April, SMU-School <strong>of</strong> Accountancy<br />
Effie <strong>Singapore</strong> Awards Judging<br />
20 th April — 1 st Round Judging<br />
27 th April — 2nd Round Judging<br />
Suntec City Convention Centre<br />
February<br />
2008<br />
World Effie Festival<br />
28 th & 29 th February, 2008<br />
Suntec City Convention Centre<br />
Asia Pacific Effie Awards Presentation<br />
& Gala Dinner<br />
29 th February, 2008<br />
Suntec City Convention Centre<br />
43<br />
July<br />
IAS YEAR BOOK 2007/08<br />
<strong>Singapore</strong> <strong>Advertising</strong> Hall <strong>of</strong> Fame Awards<br />
IAS/Clear Channel Joint Press Conference<br />
on Poster Campaign — Photographer <strong>of</strong> the<br />
Year Award<br />
19 th July
IAS EDUCATION<br />
Educating<br />
with industry<br />
relevance<br />
IAS Education is the only pr<strong>of</strong>essional advertising organisation<br />
today providing relevancy for individual advertising and<br />
marketing communications practitioners nationwide.<br />
44
IAS courses have gained<br />
consistent international<br />
recognition.<br />
The <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong> (IAS)<br />
was established in 1990 with the support <strong>of</strong><br />
3 trade bodies* and the Economic<br />
Development Board (EDB). Successor to the<br />
Joint Education Committee, its history dates<br />
back to the fifties. The purpose for which IAS<br />
was created was to train employees <strong>of</strong> their<br />
respective associations, to assist them in<br />
effectively securing relevant positions within<br />
the industry. IAS is also registered as a Society<br />
with the Registrar <strong>of</strong> Societies in <strong>Singapore</strong>.<br />
With an alumnus <strong>of</strong> over 1,000 graduates,<br />
many <strong>of</strong> who have served as <strong>Institute</strong> Council<br />
Members, IAS can also lay claim to a number<br />
<strong>of</strong> its graduates having attained high<br />
positions in the advertising and related<br />
industries. From a simple provider <strong>of</strong> training<br />
courses in advertising and related fields, it<br />
has grown into the only pr<strong>of</strong>essional<br />
advertising organisation today, providing<br />
relevancy for individual advertising and<br />
marketing communications practitioners<br />
nationwide. Its courses have gained<br />
consistent international recognition with the<br />
CAM Foundation (UK), the International<br />
<strong>Advertising</strong> Association (IAA) <strong>of</strong> New York<br />
and a number <strong>of</strong> Universities in Australia.<br />
IAA Accreditation for<br />
IAS Diploma Courses<br />
IAS Diploma in Marketing Communications<br />
and Diploma in Creative Communications<br />
graduates can enjoy a special distinction<br />
— Accreditation by the International<br />
<strong>Advertising</strong> Association <strong>of</strong> New York,<br />
USA (IAA).<br />
IAA was established to form a global<br />
partnership <strong>of</strong> advertisers, advertising<br />
agencies and media services. It has<br />
45<br />
achieved worldwide recognition and<br />
increased support for its efforts to: promote<br />
the role <strong>of</strong> advertising; protect and advance<br />
freedom <strong>of</strong> commercial speech and<br />
consumer choice; encourage greater<br />
practice and acceptance <strong>of</strong> advertising<br />
self-regulations; lead in pr<strong>of</strong>essional<br />
development through education and<br />
training for the marketing communications<br />
industry as well as to provide a forum to<br />
debate emerging Marcom issues and their<br />
consequences today’s evolving global<br />
environment.<br />
IAS Secures Government<br />
‘Case Trust’ Status<br />
IAS YEAR BOOK 2007/08<br />
The <strong>Singapore</strong> Government took strong<br />
action in 2005 to protect overseas students<br />
coming to <strong>Singapore</strong> for training and<br />
education from unscrupulous exploitation.<br />
The Case Trust for Education scheme has<br />
been customised specifically by CASE** for<br />
the education industry in <strong>Singapore</strong>. The<br />
scheme enhances the confidence <strong>of</strong><br />
international and local students in the quality<br />
<strong>of</strong> education provided by education<br />
providers which are Casetrusted. The<br />
regulatory framework focuses on building<br />
trustworthiness, pr<strong>of</strong>essionalism as well as<br />
business and academic excellence. IAS<br />
applied for Case Trust for Education in July<br />
2005, and after a process <strong>of</strong> due diligence<br />
and meeting with CASE’s standards and<br />
inspection, IAS was awarded the Case Trust<br />
for Education in December 2005.<br />
* The <strong>Singapore</strong> Advertisers Association (SAA);<br />
the Association <strong>of</strong> Accredited <strong>Advertising</strong> Agencies<br />
<strong>Singapore</strong> (4As); the <strong>Advertising</strong> Media Owners<br />
Association <strong>Singapore</strong> (AMOS).<br />
** CASE is the Consumers Association <strong>of</strong> <strong>Singapore</strong>
IAS EDUCATION<br />
Taking the<br />
initiative<br />
24 successful graduates are placed within the<br />
sponsoring companies for a period <strong>of</strong> two years.<br />
The Talent Draft Initiative was brought into effect to identify and<br />
provide conduit for our tertiary institutions to refer graduating students,<br />
who are keen to make a career <strong>of</strong> marketing communications, to<br />
the industry.<br />
Managing the Challenge<br />
The issue facing the <strong>Singapore</strong> <strong>Advertising</strong> Industry, which prompted<br />
this initiative was, the decreasing numbers <strong>of</strong> employable talent in<br />
all advertising disciplines, leading to spiralling wages for the small<br />
pool <strong>of</strong> available talent increasingly sought after by <strong>Singapore</strong> and<br />
International Brand Builders.<br />
The <strong>Singapore</strong> advertising industry is reluctant to take on raw<br />
graduates from <strong>Singapore</strong>’s tertiary institutions. The challenge was,<br />
in finding a way to attract multi national companies to make<br />
<strong>Singapore</strong> their Asian base, who would then require quality graduates<br />
for their marketing, strategic planning, media planning, creative and<br />
advertising communications activities in Asia.<br />
In 2005, IAS and the IAA <strong>Singapore</strong> Chapter conceived the IAA<br />
<strong>Singapore</strong> Chapter Talent Draft Initiative, under the Chairmanship<br />
<strong>of</strong> Sorab Mistry, Executive Vice President Asia Pacific, McCann-<br />
Erickson and Chairman <strong>of</strong> the IAA <strong>Singapore</strong> Chapter. This Initiative<br />
is managed by IAS.<br />
46
The IAA <strong>Singapore</strong><br />
Chapter Talent<br />
Draft Initiative<br />
The 3 project pioneers:<br />
Mr Patrick Mowe, Mr David Teo & Mr Sorab MIstry<br />
Putting the Plan in Action<br />
Graduates who are interested in careers<br />
with the advertising and marcom industries<br />
are invited to apply through their respective<br />
institutions. After the selection process,<br />
successful graduates will be <strong>of</strong>fered jobs with<br />
one <strong>of</strong> the sponsoring companies: Crush<br />
DDB Worldwide, Euro RSCG, Formul8,<br />
McCann-Erickson, Mindshare, MobileOne,<br />
Moove Media, Ogilvy & Mather, SMRT, TBWA<br />
and Y&R.*<br />
The Selection Process<br />
There are currently 8 tertiary institutions in<br />
Sinagpore (three Universities and five<br />
Polytechnics), each <strong>of</strong>fering Marcom related<br />
courses. From these courses suitable<br />
candidates can be identified to take part<br />
in the Draft. A short selection test lasting 30<br />
minutes enables the IAS Selection<br />
Committee to shortlist half <strong>of</strong> the 160<br />
candidates for the final selection. The 80<br />
selected finalists are divided into 16 teams,<br />
each is assigned a mentor to advise and for<br />
observational purposes. A project brief is<br />
given followed by team presentations from<br />
which 30–35 are chosen for interview.<br />
47<br />
Employment<br />
24 successful graduates are chosen and<br />
placed within the sponsoring companies for<br />
a period <strong>of</strong> two years, with a guaranteed<br />
salary <strong>of</strong> $2,000.<br />
Further Training<br />
IAS YEAR BOOK 2007/08<br />
IAS will provide further training to the<br />
successful candidates for a period <strong>of</strong> 1 year.<br />
The programme will be on a real time basis<br />
based on the experiences <strong>of</strong> industry<br />
practitioners, delivered by lecturers from<br />
industry, resulting in a Graduate Diploma<br />
in Pr<strong>of</strong>essional <strong>Advertising</strong>.<br />
Certified <strong>Advertising</strong> Practitioner<br />
Plans are currently underway for IAS to<br />
provide a certification process whereby<br />
future employees in the advertising industry<br />
can seek accreditation as a Certified<br />
<strong>Advertising</strong> Practitioner and the right to use<br />
the title CAP after their name, based on their<br />
fulfilling the required number <strong>of</strong> years <strong>of</strong> work<br />
experience, a letter <strong>of</strong> recommendation<br />
from their employer and the successful<br />
completion <strong>of</strong> the Graduate Diploma in<br />
Pr<strong>of</strong>essional <strong>Advertising</strong>.<br />
Patrick Mowe addressing students at SMU
IAS EDUCATION<br />
A Taste <strong>of</strong> Ad<br />
Industry Life<br />
Selecting the Best<br />
48
Launch <strong>of</strong> the<br />
1 st Talent Draft<br />
Initiative<br />
IAS YEAR BOOK 2007<br />
The first Talent Draft Initiative was launched by Mr Sorab Mistry, the<br />
Chairman <strong>of</strong> the Initiative Committee on March 21st 2007 at the<br />
<strong>Singapore</strong> Management University (SMU). It was attended by 133<br />
students, the first selection test was held again at SMU on April 17th 2007 where a total <strong>of</strong> 89 students took the test.<br />
The final selection test was held at the National University <strong>of</strong> <strong>Singapore</strong><br />
(NUS) on May 11th & 12th 2007. This 24-hour stint <strong>of</strong> working with team<br />
members gave finalist a taste <strong>of</strong> life in the <strong>Advertising</strong> and Marketing<br />
Industry. Mentors and judges observed each team’s ability to work<br />
together before selecting 24 candidates for the sponsored jobs<br />
commencing in July 2007.<br />
49
IAS EDUCATION<br />
An ACTIVE<br />
Career Move<br />
Kicking <strong>of</strong>f a New Initiative<br />
IAS helped launch a scholarship fund called ACTIVE (Advertiser’s<br />
Contribution To Industry, Vision and Education). The Scholarship,<br />
which was originally conceived by Palani Pillai, CEO <strong>of</strong> Crush<br />
<strong>Advertising</strong>, had an ovewhelming response thanks to the efforts <strong>of</strong><br />
the event organisers, Marketing Magazine and main sponsors<br />
Consumer Probe and Mediacorp.<br />
The scholarship aims to raise funds for deserving graduates who are<br />
interested in a career in advertising and marketing communications,<br />
by building community spirit through sports. The innovative approach<br />
to raising this fund kicked <strong>of</strong>f with the first game in an annual 5-aside<br />
soccer tournament on 28th September at The Cage, Jalan<br />
Benaan Kapal. The teams were made up <strong>of</strong> 5 staff members from<br />
each participating company; the companies each contributing an<br />
agreed amount towards the scholarship fund. Support for the industry<br />
was encouraging, with 15 teams in play. TBWA/Tequila walked away<br />
with the first winner’s trophy while the tournament raised a total <strong>of</strong><br />
$50,000 for the fund. Energy was high with local DJ and sports editor<br />
for 983LIVE, Raj Kumar keeping the atmosphere alive as the night’s<br />
MC. The teams who entered into the spirit <strong>of</strong> ACTIVE were:<br />
Crush<br />
DDB Worldwide<br />
Euro RSCG<br />
McCann Erickson<br />
Mindshare<br />
Ogilvy & Mather<br />
Publicis<br />
Saatchi & Saatchi<br />
Shooting Gallery Productions<br />
TBWA/Tequilla<br />
50<br />
King <strong>of</strong> the Cage - TBWA
Third Place - MindShare<br />
Second place - Saatchi 51&<br />
Saatchi<br />
IAS YEAR BOOK 2007/08
IAS EDUCATION<br />
DIPLOMA COURSES<br />
OFFERED BY IAS<br />
Diploma in Marketing Communications:<br />
Holders <strong>of</strong> this diploma are eligible to apply<br />
for admission into the following Australian<br />
Universities for relevant programmes, some<br />
with advanced standing.<br />
• Charles Sturt University, Sydney<br />
• Murdoch University, Perth<br />
• Queensland University <strong>of</strong> Technology,<br />
Brisbane<br />
• RMIT University, Melbourne<br />
• University <strong>of</strong> Canberra, Canberra<br />
(Students who completed this Diploma with<br />
credit average will also be awarded a<br />
Diploma from the International <strong>Advertising</strong><br />
Association <strong>of</strong> New York)<br />
Modules covered:<br />
• Principles <strong>of</strong> Marketing<br />
• Principles <strong>of</strong> <strong>Advertising</strong><br />
• Market Research & Behavioural Studies<br />
• Creative Writing for Effective<br />
Communications<br />
• Communication Channel Planning<br />
• Public Relations<br />
• Integrated Marketing Communications<br />
• Campaign Planning: Strategy &<br />
Management (Project)<br />
Diploma in Creative Communications:<br />
Students who completed this Diploma with<br />
credit average will also be awarded a Diploma<br />
from the International <strong>Advertising</strong> Association<br />
<strong>of</strong> New York.<br />
Modules covered:<br />
• Principles <strong>of</strong> Marketing<br />
• Principles <strong>of</strong> <strong>Advertising</strong><br />
• Principles <strong>of</strong> Design<br />
• Creative Writing for Effective<br />
Communications<br />
• Brand Communication & Corporate Design<br />
• Public Relations<br />
• Integrated Marketing Communications<br />
• Campaign Planning: Strategy &<br />
Management (Project)<br />
Pr<strong>of</strong>essional Diploma in <strong>Advertising</strong> & Design<br />
This diploma programme is a combination <strong>of</strong><br />
the IAS Diploma in Marketing Communication<br />
and the Diploma in <strong>Advertising</strong> and Design<br />
<strong>of</strong>fered by an IAS affiliate — Chatsworth<br />
Medi@art Academy.<br />
Pr<strong>of</strong>essional Certificate Courses <strong>of</strong>fered by IAS:<br />
• IAS Portfolio School<br />
• IAS Brand Management School<br />
• IAS Communication Channel Planning<br />
• IAS Account Planning School<br />
• IAS Copywriting School<br />
• IAS <strong>Advertising</strong> By Design<br />
Caption<br />
52
Understanding<br />
brand — insideout<br />
IAS Brand Management<br />
Mr Low Siew Thiam<br />
Mr Low started working life as a Cub Reporter for the Straits Times<br />
before beginning a career as a Corporate Executive with Shell,<br />
Telecoms <strong>Singapore</strong> and Sime Darby <strong>Singapore</strong>. He was Personnel<br />
Director in the latter two companies before being appointed<br />
Managing Director <strong>of</strong> Consumer and Building Products for Sime<br />
Darby. Subsequently he founded the Homestead group <strong>of</strong> companies,<br />
now run by his sons, leaving him to pursue a new career as a<br />
Management Educator and Consultant.<br />
Mr Low is currently Chairman <strong>of</strong> Global Leadership Forum, Business<br />
and Management Consultants, and has been appointed to the AIT<br />
Extension Board <strong>of</strong> the Asian <strong>Institute</strong> <strong>of</strong> Technology based in Bangkok,<br />
Thailand. He currently lectures at NUS and UniSIM and for the University<br />
<strong>of</strong> Wales in <strong>Singapore</strong>. Outside the country, he lectures at the Asian<br />
<strong>Institute</strong> <strong>of</strong> Technology in both Thailand and Vietnam. He is also<br />
consultant to A. Baur & Co., a Sri Lankan Conglomerate based in<br />
Colombo. Mr Low has lectured at IAS since 1999.<br />
Mr Low Siew Thiam, B.Sc (Econs)<br />
Global Leadership Forum<br />
Chairman & Principal Consultant<br />
53<br />
IAS YEAR BOOK 2007
IAS Pr<strong>of</strong>essional Certificate in Brand<br />
Management<br />
The IAS Brand School focuses on dynamic<br />
changes in the fast moving world <strong>of</strong> Branding.<br />
Building on established ideas, the course<br />
emphasises the role <strong>of</strong> Insight in the development<br />
<strong>of</strong> a Brand Identity and how to achieve<br />
Effectiveness in Brand Communication.<br />
Course Director for the New Brand School is<br />
Mr. Low Siew Thiam who has run IAS Brand<br />
School for the last five years. He benefits from<br />
the guidance <strong>of</strong> Mr. Sorab Mistry, the<br />
Chairman <strong>of</strong> the <strong>Singapore</strong> Chapter <strong>of</strong> the<br />
International Advertisers’ Association and<br />
one <strong>of</strong> its World Board Directors, who has<br />
agreed to be Adviser to the Programme.<br />
The course shows why some brands thrive<br />
while others die, irrespective <strong>of</strong> whether they<br />
have a long history or were newly-minted<br />
and why some brands have been able to<br />
come back after a period <strong>of</strong> decline.<br />
Methodology — Interactive and Project-based<br />
The course format is participative. Theories<br />
are illustrated through case studies <strong>of</strong> both<br />
global and local brands. To benefit from the<br />
interactive nature <strong>of</strong> the programme, there<br />
are group discussions where participants can<br />
exchange issues and problems which they<br />
face in the course <strong>of</strong> their work.<br />
Participants can work in groups on a project<br />
<strong>of</strong> their choice, involving one <strong>of</strong> their own, or<br />
a reallife example, to assist gaining handson<br />
experience in brand building.<br />
The course is split into two sections with an<br />
intervening two weeks to enable participants<br />
to consolidate theories learned in the first<br />
section by applying them to their real work<br />
situation.<br />
Resource Support from Key Industry Leaders<br />
While Mr. Low personally leads the course,<br />
he is supported by two to four Industry<br />
Leaders, drawn from Client, Media or Agency<br />
companies. These Resource Leaders help to<br />
ground the course in the real world.<br />
Modules covered:<br />
• Brand Magic — Applying Imagination<br />
to generate Pr<strong>of</strong>its<br />
• Brand Discovery — Surveying broadly and<br />
digging deeply to establish Brand Identity<br />
• Living Brand — Involving all parties from<br />
staff to business partners to ensure that<br />
all touch points with customers reflect<br />
your Brand Identity<br />
• Brand Development — Applying the<br />
two “I”s — Imagination and Incremental<br />
Improvements to convert concept<br />
to reality<br />
• Brand Communication — Many channels,<br />
one focus! Integrating communication<br />
channels to ensure message consistency<br />
• Brand Experience — Product, Service<br />
or Process: how Neuroscience can help<br />
you reach the heart as well as the mind<br />
<strong>of</strong> your customer.<br />
Sorab Mistry educates students at SMU<br />
54<br />
IAS YEAR BOOK 2007/08
THE WORLD EFFIE FESTIVAL 2008<br />
The World’s<br />
Leading<br />
Celebration <strong>of</strong><br />
Effectiveness<br />
2008 has seen the beginning <strong>of</strong> a new era in appreciation<br />
and celebration <strong>of</strong> effective <strong>Advertising</strong> on a global scale<br />
— the birth <strong>of</strong> The World Effie Festival.<br />
STEPHEN MANGHAM<br />
Group Chairman <strong>of</strong> Ogilvy & Mather<br />
56
The inaugural World<br />
Effie Festival marks both<br />
the increased focus on<br />
the effectiveness <strong>of</strong><br />
marketing and the<br />
emergence <strong>of</strong> Asia as<br />
a global force in the<br />
advertising and<br />
marketing industry.<br />
57<br />
IAS YEAR BOOK 2007/08<br />
SHELLY LAZARUS<br />
Chairman & CEO <strong>of</strong> Ogilvy & Mather Worldwide<br />
Suntec City was the landmark <strong>of</strong> an historic<br />
occasion on 28th and 29th February 2008.<br />
The inaugural World Effie Festival opened its doors and set the scene<br />
for an annual event dedicated to understanding, inspiring and<br />
celebrating creative effectiveness in communications.<br />
Formed by the joint efforts and enthusiasm <strong>of</strong> the Effie Organisation,<br />
New York and the <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong>, the festival achieved<br />
its goal in bringing together international leaders in communications<br />
and related creative fields to deepen the industry’s understanding <strong>of</strong><br />
how to deliver and measure effective creativity, and ultimately how to<br />
create value in communications.<br />
With a focus on the exchange <strong>of</strong> ideas, The World Effie Festival presented<br />
a top-class line up <strong>of</strong> respected speakers from around the globe and<br />
drew some 1,300 delegates.<br />
Stephen Mangham, Group Chairman <strong>of</strong> Ogilvy & Mather, opened the<br />
event before handing over to Shelly Lazarus, Chairman and CEO <strong>of</strong><br />
Ogilvy & Mather Worldwide — one <strong>of</strong> the 10 Thought Catalysts presenting<br />
over the two day event and sharing their vast banks <strong>of</strong> knowledge in<br />
building and operating within some <strong>of</strong> the world’s most successful and<br />
effective brands. Ms Lazarus delivered a highly motivational and<br />
engaging talk covering many areas <strong>of</strong> industry debate. Her passion<br />
for the Effies was clear as she shared her dislike <strong>of</strong> scam ads and<br />
emphasised that ‘all ads are about selling’.
THE WORLD EFFIE FESTIVAL 2008<br />
Lord Sebastian Coe, Top-Level Athlete & Chairman London 2012<br />
Olympics, UK<br />
Jean-Marie Dru, CEO TBWA Worldwide<br />
Sir John Hegarty, Chairman & Worldwide Creative Director, BBH<br />
Simon Clift, Group Vice President (Personal Care) & Global CMO,<br />
Unilever<br />
Thought Catalysts<br />
shared their vast<br />
knowledge in building<br />
and operating within<br />
some <strong>of</strong> the world’s<br />
most successful and<br />
effective brands.<br />
58 Dr Vijay Mallya, CEO, Kingfisher & Group Chairman, UB Group<br />
David D<br />
Lawren<br />
Jorge C
oga, Founder & Creative Chairman, DROGA5<br />
e Flanagan, CMO, Mastercard Worldwide<br />
onsuegra, Vice President Marketing, International Yahoo! Inc.<br />
Master Class speakers and<br />
International Gold Effie<br />
Winners Showcase<br />
presentations ran<br />
simultaneously with the<br />
Thought Catalyst speakers,<br />
giving delegates an<br />
opportunity to absorb<br />
knowledge from a breadth<br />
<strong>of</strong> experts in their field.<br />
IAS YEAR BOOK 2007/08<br />
Simon Clift, Global Chief Marketing Officer <strong>of</strong> Unilever, and the second<br />
speaker <strong>of</strong> the day, followed Ms Lazarus’ sentiments as he shared his<br />
views on the importance <strong>of</strong> the ‘big idea’.<br />
Lord Sebastian Coe, Chairman London 2012 Olympics, gave a refreshing<br />
speech filled with passion and heartwarming anecdotes which<br />
were instrumental in the forming <strong>of</strong> the UK 2012 Olympics bid.<br />
Sir John Hegarty, Chairman and Worldwide Creative Director, BBH, a<br />
veteran in the industry, spoke with conviction at the start <strong>of</strong> the second<br />
day. He shared his views on new media, indicating that agencies must<br />
be “receptive to change and above all, produce memorable work.”<br />
The powerhouse <strong>of</strong> famous and effective individuals continued<br />
throughout the two days with inspired talks from more renowned industry<br />
experts including David Droga, Founder and Creative Chairman,<br />
DROGA5 and Dr Vijay Mallya, CEO, Kingfisher and Group Chairman,<br />
UB Group.<br />
Master Class speakers and International Gold Effie Winners Showcase<br />
presentations ran simultaneously with the Thought Catalyst speakers,<br />
giving delegates an opportunity to absorb knowledge from a breadth<br />
<strong>of</strong> experts in their field.<br />
Design Team Richard Seymour and Dick Powell <strong>of</strong> Seymour Powell,<br />
gave a compelling presentation in the Master Class track. Their wisdom<br />
and experience imparted much inspiration within the packed ballroom<br />
as they showcased innovative prototypes and successful product<br />
designs. Capturing the spirit and essence <strong>of</strong> creativity, their parting<br />
words, “Don’t ask why? Ask, why not?”, left the audience inspired.<br />
The highly popular Master Class sessions drew large groups <strong>of</strong> delegates<br />
who experienced presentations in an intimate session, where dialogue<br />
extended to the audience.<br />
59
THE WORLD EFFIE FESTIVAL 2008<br />
The Minister Mentor talked<br />
about Brand <strong>Singapore</strong><br />
and how the country<br />
reached a stage <strong>of</strong> global<br />
success.<br />
Names such as Michael Baulk, Chairman, the Mill; Prasoon Joshi,<br />
Executive Chairman and Regional Creative Director, McCann Erickson<br />
India and Mark Cridge, Chief Executive, glue London, all shared their<br />
insightful views and experiences. A broad range <strong>of</strong> topics were<br />
covered across seven Master Class categories focusing on areas <strong>of</strong><br />
interest such as accountability and measurement <strong>of</strong> campaign<br />
impacts, the impact <strong>of</strong> creative projects on their audience, lateral<br />
thinking and new emerging media platforms.<br />
Throughout the entire event a series <strong>of</strong> 25 Gold Effie Winners from<br />
around the world, presented their work to delegates, in a third track.<br />
Showcases were divided into 10 categories creating great interest<br />
and giving delegates an opportunity to learn about the cultural<br />
impacts on campaigns from around the globe.<br />
The highlight <strong>of</strong> the second day was the much anticipated interview<br />
with Lee Kuan Yew. Delegates were not disappointed as they packed<br />
into the ballroom to listen to Jean-Marie Dru, President and CEO <strong>of</strong><br />
TBWA, interview <strong>Singapore</strong>’s Minister Mentor. The Minister Mentor<br />
talked about the various stages <strong>Singapore</strong> had gone through to<br />
become the highly successful and globally recognised city state that<br />
it is today.<br />
As the second day came to a close, excitement was still high with<br />
the promise <strong>of</strong> a glittering Gala Dinner and Awards Ceremony to<br />
mark the end <strong>of</strong> this hugely successful event. For the first time ever,<br />
the Global Effies were presented outside <strong>of</strong> New York along with the<br />
60<br />
Dominic Procter, CEO Mindshare Worldwide<br />
Dick Powell, Founding Partner, Seymour Powell<br />
Richard Seymour, Founding Partner, Seymour Powell<br />
Mary Lee Keane, Executive Director, NYAMA/EFFIE
Minister Mentor Lee Kuan Yew shares his views on Brand <strong>Singapore</strong> with Jean-Marie 61 Dru<br />
IAS YEAR BOOK 2007
THE WORLD EFFIE FESTIVAL 2008<br />
Gold Winner — Keeping Skin Amazing Vaseline campaign,<br />
(Left to right) Tracy Lee, Head <strong>of</strong> Planning, BBH New York, Taylor Gray, Chairman Effie Worlswide, Worldwide<br />
Associate Publisher and Marketing Director TIME<br />
Bronze Winner — Kellogg’s Drop a Jeans Size Challenge<br />
(Leftto right) Samantha Williams , Director International, JWT London, Robert Woodall, Vice president<br />
(Marketing Innovations) Kelloggs Asia, Taylor Gray , Chairman Effie Worlswide, Worldwide Associate<br />
Publisher and Marketing Director TIME<br />
This milestone in Effie<br />
history marks the<br />
beginning <strong>of</strong> a drive<br />
towards new interest in<br />
this part <strong>of</strong> the world.<br />
<strong>of</strong> a drive towards new interest in this part <strong>of</strong> the world.<br />
The Effectiveness Awards were started by the New York Chapter <strong>of</strong><br />
the American Marketing Association forty years ago. Mary Lee Keane,<br />
President, The Effies, shared how Patrick Mowe <strong>of</strong> the IAS took the<br />
initiative to make the World Effie Festival become a reality.<br />
Having already won the right to organise the Effie <strong>Singapore</strong>, Patrick<br />
gained the confidence <strong>of</strong> the 18 members <strong>of</strong> the Effie Board resulting<br />
in the realisation <strong>of</strong> this world-class event.<br />
Moderators for the entire festival deserve a huge thank you for their<br />
time and input. As part <strong>of</strong> an even larger team, their patience and<br />
flexibility ensured the smooth running <strong>of</strong> this the first World Effie Festival.<br />
62<br />
Silver Winner — Pro-Age, Dove Campaign<br />
(Left to right) Paul Heath, President Ogilvy & Mather <strong>Advertising</strong>,<br />
Asia Pacific, Taylor Grey, Chairman Effie Worldwide, Worldwide<br />
Associate Publisher and Marketing Director TIME
THE EFFIE SINGAPORE AWARDS<br />
JUDGING 2007<br />
Giulio Dorrucci<br />
Mark Fong<br />
The Effie<br />
<strong>Singapore</strong><br />
Awards<br />
Judging 2007<br />
63<br />
Dr Katherine Frith<br />
Joji Jacob<br />
The Effie <strong>Singapore</strong> Judging, held on 20th and<br />
27th April 2007, welcomed over a 100 judges<br />
representing CEO’s, Creative Directors,<br />
Strategic Planners and major clients such as:<br />
DBS, Cycle & Carriage, Cisco Systems, L’Oreal,<br />
Lufthansa German Airlines, HSBC, SIA, Sentosa<br />
Leisure Group and Nestle accompanied by<br />
local representation from SPH and MediaCorp.<br />
Entries reached a new high with 107 worldclass<br />
campaign submissions. Judges spent a<br />
total <strong>of</strong> eight hours reviewing the entries which<br />
demonstrated the increasing importance<br />
that marketers and their communication<br />
partners are putting into demonstrating pro<strong>of</strong><strong>of</strong>-effectiveness.<br />
Dr Sattar Khan, Chief Judge for the Effie<br />
<strong>Singapore</strong> Awards 2007, indicated that the<br />
group <strong>of</strong> judges were so impressed with the<br />
overall calibre <strong>of</strong> work in every category, they<br />
declared 40 entries as finalists.<br />
The Effie <strong>Singapore</strong> Awards, 2007 were<br />
sponsored by: Unilever, MediaCorp,<br />
MindShare, McCann Erickson, Consumer<br />
Probe, SMRT Media, Starhub, Micros<strong>of</strong>t Digital<br />
<strong>Advertising</strong> Solutions and JWT.
THE EFFIE<br />
SINGAPORE<br />
AWARDS 2007<br />
Finalists<br />
A. AUTOMOBILES/VEHICLES<br />
1. Campaign Title: iCar Launch<br />
Agency: Proximity <strong>Singapore</strong><br />
Client: Cycle & Carriage Automotive<br />
B. BEAUTY AIDS/HEALTHCARE/<br />
OVER THE COUNTER<br />
1. Campaign Title: Caramel Free Essence <strong>of</strong> Chicken<br />
Agency: OMD <strong>Singapore</strong><br />
Client: Eu Yan Sang<br />
2. Campaign Title: ‘Girl Talk’ — Whisper being girl<br />
Agency: Zenithmedia<br />
Client: Procter & Gamble<br />
3. Campaign Title: SK-II Air Touch Foundation:<br />
‘Touched’ By A Magazine<br />
Agency: Zenithmedia<br />
Client: Procter & Gamble<br />
4. Campaign Title: SunSilk ‘Brand Migration’<br />
Agency: J. Walter Thompson<br />
Client: Unilever<br />
5. Campaign Title: Bright & Clean<br />
Agency: J. Walter Thompson<br />
Client: Johnson & Johnson<br />
6. Campaign Title: Fight Flab<br />
Agency: DDB Worldwide<br />
Client: OTO Body Care<br />
C. BEVERAGES/NON-ALCOHOLIC<br />
1. Campaign Title: Healthier Choice<br />
Agency: McCann Erickson<br />
Client: Nestlè<br />
D. COMPUTER PERIPHERALS FOR BUSINESS/<br />
PERSONAL PURPOSES, COMPUTERS,<br />
DESK & PORTABLE, FOR BUSINESS/<br />
PERSONAL PURPOSES, SOFTWARE/<br />
INTERNET SERVICES<br />
1. Campaign title: HP Designjet Crayons<br />
Agency: Arc Worldwide and Leo Burnett<br />
Client: Hewlett Packard Asia Pacific<br />
2. Campaign Title: Business Can Be Simple<br />
Agency: Rapp Collins<br />
Client: Canon <strong>Singapore</strong><br />
3. Campaign Title: Fat Green Pipe<br />
Agency: DDB Worldwide<br />
Client: StarHub Ltd<br />
E. CONSUMER DURABLES<br />
1. Campaign Title: Smart TV<br />
Agency: DDB Worldwide<br />
Client: StarHub Ltd<br />
F. CULTURE AND THE ARTS<br />
1. Campaign Title: Where Legends Are Born<br />
Agency: DDB Worldwide<br />
Client: StarHub Ltd<br />
G. ELECTRONIC AND PRINT MEDIA/<br />
ENTERTAINMENT/ GAMING<br />
1. Campaign Title: Because You Deserve<br />
Agency: DDB Worldwide<br />
Client: StarHub Ltd<br />
H. FAST FOOD AND RESTAURANTS<br />
1. Campaign Title: Good Breakfast Great Morning<br />
Agency: DDB Worldwide and OMD <strong>Singapore</strong><br />
Client: McDonald s Restaurants<br />
2. Campaign Title: It’s gonna get messy<br />
Agency: Eleven<br />
Client: Aspac F&B<br />
I. FINANCIAL SERVICES-CREDIT CARDS<br />
1. Campaign Title: I Am Woman<br />
Agency: Saatchi & Saatchi<br />
Client: United Overseas Bank<br />
2. Campaign Title: The North Pole Times<br />
Agency: Saatchi & Saatchi<br />
Client: United Overseas Bank<br />
3. Campaign Title: $1 Treats<br />
Agency: J. Walter Thompson <strong>Singapore</strong><br />
Client: HSBC<br />
4. Campaign Title: Smart Shopping<br />
Agency: Saatchi & Saatchi<br />
Client: United Overseas Bank<br />
64
J. FINANCIAL SERVICES — IMAGES &<br />
PRODUCTS<br />
1. Campaign Title: Bankwide Sale<br />
Agency: J. Walter Thompson<br />
Client: HSBC<br />
2. Campaign Title: Insurance & Investments Retirement<br />
Campaign 2006<br />
Agency: J. Walter Thompson <strong>Singapore</strong> Pte Ltd<br />
Client: HSBC<br />
3. Campaign Title: Insurance & Investments Education<br />
Campaign 2006<br />
Agency: J. Walter Thompson <strong>Singapore</strong> Pte Ltd<br />
Client: HSBC<br />
4. Campaign Title: The personal loan that s truly personal<br />
Agency: Ogilvy & Mather <strong>Advertising</strong> and Zenithmedia<br />
Client: General Electric Money<br />
5. Campaign Title: Living, Breathing Asia<br />
Client: DBS Bank<br />
K. GOVERNMENT/INSTITUTIONS<br />
1. Campaign Title: A Force Like Nothing On Earth<br />
Agency: DDB Worldwide<br />
Client: Republic <strong>of</strong> <strong>Singapore</strong> Air Force<br />
2. Campaign Title: It s all in the details<br />
Agency: DDB Worldwide<br />
Client: Republic <strong>of</strong> <strong>Singapore</strong> Air Force<br />
L. CORPORATE REPUTATIONS/<br />
IMAGE/IDENTITY<br />
1. Campaign Title: I Am A Hub<br />
Agency: DDB Worldwide and Zenith Optimedia<br />
Client: StarHub Ltd<br />
M. NON-PROFIT/ PUBLIC SERVICE/<br />
CHARITIES<br />
1. Campaign Title: <strong>Singapore</strong> 2006<br />
Agency: Publicis <strong>Singapore</strong><br />
Client: Ministry <strong>of</strong> Information, Communications<br />
and the Arts<br />
2. Campaign Title: Light A Million Candles<br />
Agency: TBWA\Tequila<br />
Client: Standard Chartered Bank<br />
3. Campaign Title: Send Her Your Love<br />
Agency: DDB Worldwide<br />
Client: Breast Cancer Foundation<br />
N. EDUCATION<br />
1. Campaign Title: How SIM achieved real results by<br />
talking with the youth not at them<br />
Agency: M&C Saatchi and PHD <strong>Singapore</strong><br />
Client: <strong>Singapore</strong> <strong>Institute</strong> <strong>of</strong> Management<br />
2. Campaign Title: Stay Relevant<br />
Agency: J. Walter Thompson and PHD <strong>Singapore</strong><br />
Client: <strong>Singapore</strong> <strong>Institute</strong> <strong>of</strong> Management<br />
O. MEDICAL SERVICES<br />
1. Campaign Title: Life Before Death<br />
Agency: Ogilvy & Mather <strong>Advertising</strong> and<br />
Qeren Communications<br />
Client: <strong>Singapore</strong> Hospice Council & Lien Foundation<br />
P. GENERAL RETAIL/ETAIL<br />
1. Campaign Title: Whatever Your Mood<br />
Agency: Batey and PHD <strong>Singapore</strong><br />
Client: Metro<br />
2. Campaign Title: Cirque de Noel<br />
Agency: DDB Worldwide<br />
Client: Robinsons & Co<br />
Q. TELECOM SERVICES<br />
1. Campaign Title: M1 Broadband — It’s Everywhere<br />
Agency: OMD <strong>Singapore</strong><br />
Client: MobileOne Ltd<br />
2. Campaign Title: HOT$100 — The Biggest Value in Town<br />
Agency: Young & Rubicam <strong>Singapore</strong><br />
Client: <strong>Singapore</strong> Telecommunications Ltd<br />
Q. TELECOM SERVICES<br />
1. Campaign Title: M1 Broadband — It’s Everywhere<br />
Agency: OMD <strong>Singapore</strong><br />
Client: MobileOne Ltd<br />
2. Campaign Title: HOT$100 — The Biggest Value in Town<br />
Agency: Young & Rubicam <strong>Singapore</strong><br />
Client: <strong>Singapore</strong> Telecommunications Ltd<br />
3. Campaign Title: Free to go<br />
Agency: DDB Worldwide<br />
Client: StarHub Ltd<br />
R. TRAVEL/TOURISM/DESTINATION<br />
1. Campaign Title: World On Sale<br />
Agency: Kinetic<br />
Client: Zuji Travel<br />
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IAS YEAR BOOK 2007/08
THE EFFIE SINGAPORE AWARDS<br />
PRESENTATION & GALA DINNER<br />
Effie Winners<br />
Take The stage<br />
A Gala Dinner and Awards Presentation at the<br />
Shangri-La Hotel, in celebration <strong>of</strong> <strong>Singapore</strong>’s most<br />
effective marketing communications campaigns<br />
<strong>of</strong> the year.<br />
“This year, the entries were not just<br />
confined to agencies. Large<br />
advertisers also took on the<br />
responsibility for submitting entries.<br />
This is a wholly laudable<br />
development and shows their<br />
determination to stand behind<br />
their decisions.”<br />
— SORAB MISTRY<br />
Chairman <strong>of</strong> the Effie <strong>Singapore</strong><br />
Awards Steering Committee 2007*<br />
Chief Growth Officer, McCann<br />
WorldGroup Asia Pacific<br />
<strong>Singapore</strong>’s most effective marketing communications campaigns<br />
were recognised at a glittering gala dinner in the Shangri-La Hotel<br />
on 7th June 2007.<br />
The 17 Effie <strong>Singapore</strong> winners were announced before an audience<br />
<strong>of</strong> over 600 advertising and marketing pr<strong>of</strong>essionals. Meeting the<br />
established Effie criteria, winners — representing the full spectrum<br />
<strong>of</strong> <strong>Singapore</strong>’s advertising and marketing community — were judged<br />
according to the effectiveness <strong>of</strong> their campaigns when compared<br />
with their clients’ original brief and objectives.<br />
The number <strong>of</strong> entries received for the fourth Effie <strong>Singapore</strong> Awards,<br />
increased by 11% over the previous year, bringing a total <strong>of</strong> 107<br />
quality submissions.<br />
The Gold Effie Awards were presented by the evening’s keynote<br />
speaker, Mr Craig Davis, Worldwide Chief Creative Officer, JWT. Silver<br />
Awards were presented by the Chairman <strong>of</strong> the Effie <strong>Singapore</strong><br />
steering committee, Mr Sorab Mistry, Executive Vice President McCann<br />
World Group Asia Pacific and Ms Goh Shu Fen, Partner in R3 Asia<br />
Pacific and a member <strong>of</strong> the judging panel, presented the Bronze<br />
Awards.<br />
66
Sorab Mistry presents the silver award to DBS Bank Ltd<br />
Kudos to DBS team who won a silver award<br />
It's all cheers from the DDB Worldwide team who emerged as the top winner for the night<br />
Sorab Mistry, Effie <strong>Singapore</strong> Awards 2007 Chairman presents the silver award to<br />
TBWA/Tequila <strong>Singapore</strong><br />
Sorab Mistry presents the silver award to O&M <strong>Singapore</strong> &<br />
Qeren Communications<br />
M&C Saatchi celebrates their bronze award<br />
IAS YEAR BOOK 2007<br />
Craig Davis, Worldwide Creative Officer, JWT London presented gold award<br />
to Eleven Pte Ltd, first local agency to win a Gold Effie<br />
67 Goh Shu Fen presents the bronze award to JWT and MindShare <strong>Singapore</strong>
THE EFFIE SINGAPORE KEYNOTE SPEECH 2007<br />
SHANGRI-LA HOTEL, 7TH JUNE 2007<br />
The Effie<br />
<strong>Singapore</strong><br />
Keynote<br />
Speech 2007<br />
by CRAIG DAVIS<br />
68
Opening<br />
Windows &<br />
Doors<br />
Sorab Mistry presented Craig with<br />
a token <strong>of</strong> appreciation.<br />
Craig Davis, Worldwide Chief Creative Officer, JWT,<br />
gave a compelling and informative speech at the<br />
Shangri-La Hotel on 7th June 2007.<br />
As Keynote speaker for the evening he shared knowledge and insights<br />
on the scale <strong>of</strong> new media entry points and the ever expanding<br />
communication channels open to the consumer: podcasts, blogs,<br />
myspace, youtube and cable channels amongst many others.<br />
His keynote speech, entitled ‘Windows and Doors’, explored and<br />
demystified some <strong>of</strong> the new media speak and provided a framework<br />
to help manage some <strong>of</strong> the ambiguity around advertising,<br />
entertainment and new media.<br />
Supporting and identifying the ways in which our industry is<br />
experiencing rapid change, Davis identified ways to adapt fast and<br />
move forward.<br />
“Windows and Doors” delivered a simple message — people are no<br />
longer content to polish the ‘windows’ on brands. The talk ended on<br />
a powerful note indicating that marketers must create ‘doors’ to<br />
invite people in, to get them interacting and involved, giving<br />
consumers an experience deserving <strong>of</strong> their time.<br />
69<br />
IAS YEAR BOOK 2007
THE ASIA PACIFIC EFFIE AWARDS<br />
JUDGING 2007<br />
The Asia Pacific<br />
Effie Awards<br />
Judging 2007<br />
“Accountability is arguably the leading<br />
issue in marketing today…and makes it<br />
not just interesting but attractive for<br />
agencies and clients to jointly prove that<br />
our work works.”<br />
JUDD LABARTHE<br />
Chairman <strong>of</strong> the Asia Pacific<br />
Effie Awards 2008<br />
Jeffery Seah<br />
Linda Locke<br />
70<br />
Judd Labarthe<br />
Rick Scott Blackhall Guo Shu Fen<br />
IAS DIRECTORY 2008/09<br />
The first ever Asia Pacific Effie Awards were<br />
judged by a panel <strong>of</strong> 35 <strong>of</strong> the region’s most<br />
experienced marketing and communications<br />
pr<strong>of</strong>essionals.<br />
With a wealth <strong>of</strong> industry experience the<br />
judging panel included Media Planners,<br />
Creative Directors, Agency Heads, Research<br />
Pr<strong>of</strong>essionals, Academics and Marketing<br />
Directors from a variety <strong>of</strong> major advertisers.<br />
A short-list <strong>of</strong> 24 finalists was drawn from over<br />
150 entries from across the region. Submissions<br />
far surpassed expectations, bringing in 50%<br />
higher than the anticipated number. Nine <strong>of</strong><br />
the finalist came from countries with no<br />
previous Effie experience.<br />
Judd Labarthe (then Chairman <strong>of</strong> the Asia<br />
Pacific Effie Awards) said, “Accountability is<br />
arguably the leading issue in marketing<br />
today…and makes it not just interesting but<br />
attractive for agencies and clients to jointly<br />
prove that our work works.” Proving his point,<br />
the overall standards <strong>of</strong> entry from 18 countries,<br />
set a benchmark <strong>of</strong> excellence for the future<br />
<strong>of</strong> the Asia Pacific Effie Awards.
THE ASIA PACIFIC<br />
EFFIE AWARDS 2008<br />
FINALISTS<br />
CATEGORY: FOOD & BEVERAGES<br />
1. Brand: Coke light<br />
Campaign Title: Burning 1 Calorie is Unbelievably Easy<br />
Agency: Ogilvy & Mather <strong>Advertising</strong> - HK<br />
Client: Coca-Cola China Limited (HK Region)<br />
2. Brand: Tui<br />
Campaign Title: Irresistible to men since 1889<br />
Agency: Saatchi & Saatchi NZ<br />
Client: DB Breweries Ltd<br />
3. Brand: SAFFOLA<br />
Campaign Title: World Heart Day<br />
Agency: McCann Erikson Pvt Ltd, India<br />
Client: Marico Industries Limited<br />
NON-FOOD FMCG<br />
1. Brand: Axe Fragrance Bodyspray<br />
Campaign Title: Axe Japan Launch<br />
Agency: Bartle Bogle Hegarty (BBH)<br />
Client: Axe Japan Brand Development Team (BD),<br />
Unilever K.K.<br />
2. Brand: Libang (Nippon Paint)<br />
Campaign Title: My Inspiration, My Libang<br />
Agency: Saatchi & Saatchi Shanghai<br />
Client: Nippon Paint (China) Co. Ltd.<br />
3. Brand: Neozep<br />
Campaign Title: Neovela<br />
Agency: Harrison Communications<br />
Client: United Laboratories Inc.<br />
4. Brand: Marico<br />
Campaign Title: Uncommon Sense<br />
Agency: Bates David Enterprise<br />
Client: Marico Ltd<br />
CONSUMER DURABLES<br />
1. Brand: Nokia<br />
Campaign Title: Lost In Translation<br />
Agency: Grey <strong>Advertising</strong> – Bangladesh<br />
Client: Nokia Tietolikenne Oy<br />
2. Brand: Motorola<br />
Campaign Title: MotoFlip: People Will Talk<br />
Agency: Ogilvy & Mather India Pvt Ltd<br />
Client: Motorola India Pvt Ltd<br />
3. Brand: NIKE<br />
Campaign Title: NIKE 5km run, Everyone Can ‘Just Do It’<br />
Agency: Ogilvy & Mather <strong>Advertising</strong>, Taiwan<br />
Client: BRS NIKE TAIWAN Inc.<br />
4. Brand: Skins Compression Garments<br />
Campaign Title: Skinning the Competition<br />
Agency: The Sydney Furnace<br />
Client: Skins Compression Garments Pty Ltd<br />
5. Brand: StarHub<br />
Campaign Title: Smart TV<br />
Agency: DDB Worldwide Ltd<br />
Client: StarHub Ltd<br />
6. Brand: Perodua Viva<br />
Campaign Title: Viva Loves U<br />
Agency: Naga DDB Malaysia<br />
Client: Perodua Sales Sdn Bhd<br />
CONSUMER SERVICES<br />
1. Brand: RaboPlus<br />
Campaign Title: A Billion Dollar Affair<br />
Agency: Ogilvy New Zealand<br />
Client: RaboPlus New Zealand<br />
2. Brand: DiGi<br />
Campaign Title: DiGi Yellow Coverage Fellow (YCF)<br />
Agency: Naga DDB Malaysia<br />
Client: DiGi Telecommunications Sdn Bhd<br />
3. Brand: PX Mart<br />
Campaign Title: Great idea can turn a negative<br />
into a positive<br />
Agency: Ogilvy & Mather <strong>Advertising</strong>, Taiwan<br />
Client: Chyuan Lien Enterprise Co. Ltd.<br />
4. Brand: naukri.com<br />
Campaign Title: Guess who's just heard from us?<br />
Agency: DRAFTFCB Ulka <strong>Advertising</strong> Pvt. Ltd.<br />
Client: Info Edge India Pvt. Ltd.<br />
5. Brand: Telstra BigPond<br />
Campaign Title: Rabbits<br />
Agency: Belgiovane Williams Mackay<br />
Client: Telstra BigPond<br />
6. Brand: PX Mart<br />
Campaign Title: Why Pay More for The Same Quality?<br />
Agency: Ogilvy & Mather <strong>Advertising</strong>, Taiwan<br />
Client: Chyuan Lien Enterprise Co. Ltd.<br />
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IAS YEAR BOOK 2007/08
THE ASIA PACIFIC EFFIE AWARDS<br />
PRESENTATION & GALA DINNER 2008<br />
A Celebration<br />
<strong>of</strong> Success<br />
The presentation <strong>of</strong> the first-ever Asia-Pacific Effie Awards<br />
marked a fitting conclusion to the highly successful<br />
World Effie Festival, by celebrating the effective creativity<br />
in advertising and marketing communications across<br />
the region.<br />
72
“When winning an<br />
Effie matters, it means<br />
accountability and the<br />
spirit <strong>of</strong> agency-client<br />
collaboration needed<br />
to demonstrate it,<br />
is here to stay.”<br />
JUDD LABARTHE<br />
Chairman <strong>of</strong> the Asia Pacific<br />
Effie Awards 2008<br />
29th February 2008 saw the first-ever Asia<br />
Pacific Effie Awards, presented at a gala<br />
dinner marking the close <strong>of</strong> the inaugural<br />
World Effie Festival.<br />
Gold, Silver and Bronze awards were presented to agencies<br />
responsible for the successful campaigns in five categories: Food<br />
and Beverage; Non-Food Fast-Moving Consumer Goods; Consumer<br />
Durables; Consumer Services; and ProBono/Government/Cultural/<br />
Issue Campaigns. The most successful agency networks were Ogilvy<br />
& Mather and Saatchi & Saatchi, each winning one Gold, one Silver<br />
and one Bronze Effie.<br />
Judd Labarthe, Chairman <strong>of</strong> the Asia Pacific Effie Awards said:<br />
“The breadth <strong>of</strong> participation in this year’s competition says that<br />
the Effie Awards are understood and respected, not only as pro<strong>of</strong><br />
<strong>of</strong> the skill and talent <strong>of</strong> the agencies and clients who win them,<br />
but also as evidence <strong>of</strong> the growing pr<strong>of</strong>essionalism <strong>of</strong> marketing<br />
communications in Asia.”<br />
This award recognises submissions from winners <strong>of</strong> National Effie<br />
Awards in China, Hong Kong, India, New Zealand and <strong>Singapore</strong>,<br />
together with a number <strong>of</strong> other countries in the region not yet<br />
hosting National Effies.<br />
Other participating countries included: Australia, Bangladesh,<br />
Cambodia, Indonesia, Korea, Malaysia, Myanmar, Nepal, Sri Lanka,<br />
Philippines, Thailand, Taiwan, Vietnam, and from the Middle East;<br />
Bahrain, Kuwait, Saudi Arabia and the United Arab Emirates.<br />
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IAS YEAR BOOK 2007/08
THE ASIA PACIFIC EFFIE AWARDS<br />
PRESENTATION & GALA DINNER 2008<br />
“The breadth <strong>of</strong> participation<br />
in this year’s competition<br />
says that the Effie Awards<br />
are understood and<br />
respected, not only as pro<strong>of</strong><br />
<strong>of</strong> the skill and talent <strong>of</strong> the<br />
agencies and clients who<br />
win them, but also as<br />
evidence <strong>of</strong> the growing<br />
pr<strong>of</strong>essionalism <strong>of</strong> marketing<br />
communications in Asia.”<br />
JUDD LABARTHE<br />
Chairman <strong>of</strong> the Asia Pacific<br />
Effie Awards 2008<br />
74<br />
Bronze winner<br />
(Left to right) Govind Pandey, President, McCann Erickson India, Saugata<br />
Gupta, CEO Consumer Product, Marico Industries India<br />
Gold Winner — The team from Saatchi & Saatchi China<br />
Peter Soh, Chief Creative Officer Greater China/Northeast Asia; Carrie Zheng,<br />
Account Director; Jenny Low, Director, Client Services & Cheong YewFei,<br />
Group Creative Director.
Gold Winner<br />
(Left to right) Oliver Chong, Starhub, Marketing, Iris Wee, VP Mktg, Starhub,<br />
Rowena Bhagchandani, Biz & Brand Director, DDB <strong>Singapore</strong>, David Tang,<br />
President/CEO, DDB Worldwide <strong>Singapore</strong><br />
Bronze winner<br />
Aw Siyuan, Strategic Planner, Saatchi & Saatchi <strong>Singapore</strong>, Didi Sutisna, Strategic<br />
Planning Director, Saatchi & Saatchi Malaysia<br />
Gold Winner — Hristos Varouhas, Strategic<br />
Planning Director, Belgiovane Williams<br />
Mackery, Australia<br />
Silver Winner — The team from Grey <strong>Advertising</strong> Banglasdesh<br />
Bronze Winner — The team from Draft Ulka <strong>Advertising</strong> and Judd<br />
Gold Winner — The team from Ogilvy & Mather <strong>Advertising</strong> Hongkong<br />
[Left to Right] Adam O Connor, MD; Gladys Wong , GM; Fanny Ng (Acct Director), Jaslin Goh,<br />
Associate Planning Director, with Judd right<br />
75<br />
IAS YEAR BOOK 2007/08<br />
Silver winner — Saatchi & Saatchi New Zealand - Murray Street, Director <strong>of</strong> Strategy,<br />
Saatchi & Saatchi, NZ<br />
Gold winner<br />
(Left to right) Jacob Wright, Steve Elrich, Frank Reitgassl, John Connell & Judd Labarthe<br />
Bronze Winner — The team from O&M <strong>Advertising</strong> India<br />
(Left to right) Arvind Srivastava, Senior Planning Director,<br />
O&M India; Malcolm Dawe, VP & General Manager, Mobile<br />
Services, Motorola South West Asia; Trivikram Thakore, Head,<br />
Brand Marketing, Motorola South West Asia; Judd Labarthe<br />
Silver Winner<br />
(Left to right) Yeh Ming Guay, Vice Chairman and<br />
Chief Stratetgy Officer, O&M <strong>Advertising</strong>, Taiwan and Judd
THE SINGAPORE ADVERTISING<br />
HALL OF FAME AWARDS<br />
JUDGING 2007<br />
The <strong>Advertising</strong><br />
Hall <strong>of</strong> Fame<br />
Awards Judging 2007<br />
SINGAPORE’S MOST INFLUENTIAL<br />
CREATIVE DIRECTORS 2007<br />
Judges and Moderators, hand picked<br />
from ad agencies, clients, marketers and<br />
academics, gathered at the Shangrila<br />
Hotel on 14th September 2007, to judge<br />
a strong spread <strong>of</strong> submissions from local<br />
agencies, vying for the 2007 <strong>Advertising</strong><br />
Hall <strong>of</strong> Fame Awards.<br />
76<br />
The Awards, which celebrate excellence in 16<br />
categories and are sponsored by local and<br />
international bodies, saw an increase in the influence<br />
<strong>of</strong> digital media entries this year. Submissions for online<br />
campaigns doubled since last year. In its second<br />
year, the Creative Director <strong>of</strong> the Year Award made<br />
an even greater impact with life sized posters in MRT<br />
stations around the island, showcasing <strong>Singapore</strong>’s<br />
top creative talent.<br />
This year also sees two new awards — The ‘Direct<br />
Mail Campaign <strong>of</strong> The Year’, sponsored by SingPost,<br />
and ‘The Poster Campaign <strong>of</strong> The Year’, sponsored
y Clear Channel, the latter Award is an initiative<br />
aiming to acknowledge three disciplines across three<br />
consecutive years —photography, copywriting and<br />
illustration —behind one medium. This year will<br />
celebrate ‘The Photographer <strong>of</strong> the Year Award’.<br />
The impressive line up <strong>of</strong> 32 finalists once again raised<br />
the bar in terms <strong>of</strong> the entry standards. Competitive<br />
submissions reflected the prestige associated with<br />
these awards and the willingness <strong>of</strong> <strong>Singapore</strong>’s<br />
creative leaders to commit to building consistently<br />
innovative communications.<br />
77<br />
‘The Poster Campaign <strong>of</strong> The Year’<br />
IAS YEAR BOOK 2007/08
THE SINGAPORE<br />
ADVERTISING<br />
HALL OF FAME<br />
AWARDS 2007<br />
FINALISTS<br />
1. The Lifetime Achievement Award — Sponsored by Newsweek<br />
The winner will be chosen exclusively by the Executive Council <strong>of</strong> the IAS.<br />
There will be no finalists for this award.<br />
78<br />
IAS YEAR BOOK 2007/08<br />
2. The Young Pr<strong>of</strong>essional Of the Year Award — Sponsored by MediaCorp TV12<br />
Finalists:<br />
Andrew McKechnie JWT <strong>Singapore</strong><br />
Carol Teo OMD <strong>Singapore</strong><br />
Cherry Chan BBH Asia Pacific<br />
Dominic Lee DDB Worldwide<br />
Rahul Vasudev MediaCom<br />
3. The <strong>Advertising</strong> Pr<strong>of</strong>essional <strong>of</strong> the Year Award — Sponsored by MediaCorp,<br />
News-Radio-Print<br />
The winner will be chosen exclusively by the Executive Council <strong>of</strong> the IAS.<br />
There will no finalists for this award.<br />
4. The Creative Director <strong>of</strong> the Year Award — Sponsored by SMRT Media<br />
Finalists:<br />
Chris Chiu Leo Burnett<br />
Ng Tian It Batey<br />
Patrick Low Y&R<br />
Sonal Dabral Ogilvy & Mather<br />
Terrence Tan DDB Worldwide<br />
5. The <strong>Advertising</strong> Agency <strong>of</strong> the Year Award — Sponsored by The Wall Street Journal<br />
Finalists:<br />
BBDO <strong>Singapore</strong><br />
Crush <strong>Advertising</strong><br />
DDB Worldwide<br />
JWT <strong>Singapore</strong><br />
Saatchi & Saatchi<br />
6. The Media Agency <strong>of</strong> the Year Award — Sponsored by MediaCorp<br />
Finalists:<br />
Mediaedge: cia <strong>Singapore</strong><br />
OMD <strong>Singapore</strong><br />
PHD <strong>Singapore</strong><br />
Universal McCann<br />
7. The Advertiser <strong>of</strong> the Year Award – Sponsored by MediaCorp TV<br />
Finalists:<br />
Health Promotion Board — ‘Strong <strong>Advertising</strong> for a Stronger Nation’<br />
HSBC <strong>Singapore</strong> — ‘HSBC <strong>Singapore</strong>’<br />
Nokia Pte Ltd — ‘Nokia’<br />
Republic <strong>of</strong> <strong>Singapore</strong> Air Force — ‘A Force Like Nothing on Earth’<br />
Unilever <strong>Singapore</strong> — ‘Dove Self-Esteem Fund’
THE SINGAPORE<br />
ADVERTISING<br />
HALL OF FAME<br />
AWARDS 2007<br />
Finalists<br />
8. The International Print Campaign <strong>of</strong> the Year Award — Sponsored by Newsweek<br />
Finalists:<br />
DHL Express (<strong>Singapore</strong>) ‘Pen’ — OgilvyOne Worldwide, <strong>Singapore</strong><br />
Media Development Authority ‘I Made it in <strong>Singapore</strong>’<br />
MSIG (Holdings) Asia ‘Let’s Live in Balance’ — Saatchi & Saatchi<br />
Sony Ericsson Mobile Communications International AB<br />
‘Sony Ericsson Differences Campaign’ — Saatchi & Saatchi<br />
Sony Ericsson Mobile Communications International AB<br />
‘Sony Ericsson K5810i ‘Shadows’ — Saatchi & Saatchi<br />
9. The Campaign <strong>of</strong> the Year Award — Sponsored by <strong>Singapore</strong> Press Holdings<br />
Finalists:<br />
Asia Pacific Breweries ‘Guinness 9-Ball Tour Campaign’<br />
— Saatchi & Saatchi, MindShare <strong>Singapore</strong> and OgilvyOne (<strong>Singapore</strong> & Malaysia)<br />
Unilever <strong>Singapore</strong> ‘Dove Self-Esteem Fund’<br />
— Ogilvy & Mather <strong>Singapore</strong> and MindShare <strong>Singapore</strong><br />
DBS Bank Ltd ‘DBS — Living, Breathing Asia’<br />
— MindShare <strong>Singapore</strong>, DAVID Communications, Moviolo Asia and Water’s Edge Pte Ltd<br />
Nokia Pte Ltd ‘Nokia N95 Wireless Adventure’ — Bates <strong>Singapore</strong><br />
StarHub ‘Every David needs a Goliath’ — DDB Worldwide<br />
10. The Press Campaign <strong>of</strong> the Year Award — Sponsored by The Straits Times<br />
Finalists:<br />
DaimlerChrysler SEA ‘Mercedes-Benz S-Class Offensive’ — Mediaedge:cia <strong>Singapore</strong><br />
National Environment Agency ‘Finding a new use for <strong>Singapore</strong>an ashtrays’<br />
— BBH Asia Pacific and PHD <strong>Singapore</strong><br />
Samsung <strong>Singapore</strong> ‘Purer living’ — Cheil Communications<br />
UOB ‘UOB 12 weeks <strong>of</strong> Christmas’ — Saatchi & Saatchi<br />
Volkswagen Group <strong>Singapore</strong> ‘Volkswagen ‘Project Renewal’’ — DDB Worldwide<br />
11. The Cable TV Campaign <strong>of</strong> the Year Award — Sponsored by StarHub<br />
Finalists:<br />
Asia Pacific Breweries ‘Guinness 9-Ball Tour Campaign’ — Saatchi & Saatchi<br />
MobileOne ‘M1 SunTalk Plus Launch Campaign’ — TBWA\Tequila <strong>Singapore</strong><br />
SingTel ‘Generation Mio’ — Y&R<br />
StarHub ‘Every David needs a Goliath’ — DDB Worldwide<br />
UOB ‘UOB Privilege Banking’ — Saatchi & Saatchi<br />
12. The Relationship Marketing Campaign <strong>of</strong> the Year Award — Sponsored by<br />
Jade Apple<br />
Finalists:<br />
FANCL Asia ‘FANCL CRM Campaign’ — Reap Media Communications<br />
Shell Eastern Petroleum ‘Shell Diesel Care For Cabbie Activation’<br />
— MAXUS Communications <strong>Singapore</strong><br />
SingTel ‘SingTel's Sweet Treats’ — Y&R<br />
Unilever <strong>Singapore</strong> ‘Sunsilk Leave On Hair Conditioner’ — MindShare <strong>Singapore</strong><br />
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THE SINGAPORE<br />
ADVERTISING<br />
HALL OF FAME<br />
AWARDS 2007<br />
Finalists<br />
13. The Magazine Campaign <strong>of</strong> the Year Award — Sponsored by ACP Magazines<br />
Finalists:<br />
Levi Strauss Asia Pacific ‘Levi’s Lady Style Fall/Winter 06’ — BBH Asia<br />
Motorola Electronics ‘MOTO(RED) — Do The Red Thing’ — MindShare <strong>Singapore</strong><br />
Procter & Gamble ‘SK- II Air Touch Foundation’ — Zenithmedia<br />
Sony Ericsson Mobile Communications International AB<br />
‘Sony Ericsson Differences Campaign’ — Saatchi & Saatchi<br />
United International Pictures ‘UIP Shrek 3’ — Mediaedge:cia <strong>Singapore</strong><br />
14. The On-Line Campaign <strong>of</strong> the Year Award — Sponsored by iHub Media<br />
Finalists:<br />
Diageo ‘I M Pool’ — Neo@Ogilvy <strong>Singapore</strong> and OgilvyOne Malaysia<br />
Effem Foods Inc ‘M&M’s Christmas’ — OMD <strong>Singapore</strong><br />
Effem Foods Inc ‘M&M’s Dark’ — OMD <strong>Singapore</strong><br />
Nokia Pte Ltd ‘Nokia 5700 DJ Mixxer’ — MediaCom<br />
Nokia Pte Ltd ‘Nokia N95 Pan Asian Digital Launch Campaign — ‘It's what<br />
computers have become’ — MediaCom<br />
15. The Poster Campaign — The Photographer <strong>of</strong> the Year Award — Sponsored by<br />
Clear Channel<br />
Finalists:<br />
Calibre Pictures and Ideas — 4As, <strong>Singapore</strong> Media Awards ‘Fame Hides Everything’<br />
Shooting Gallery Asia — Health Promotion Board<br />
‘Anti-Smoking Campaign — Mouth Cancer’<br />
Jonathan Tay Pte Ltd — Jay Gee Production ‘Red Tab Campaign’<br />
Teo Studio — SIM-Pr<strong>of</strong>essional Development<br />
‘Stay Current with Corporate Training. Or Else’<br />
Teo Studio — National Environment Agency ‘Smoke Free’<br />
16. The Direct Mail Campaign <strong>of</strong> the Year Award — Sponsored by DMRocket!<br />
Finalists:<br />
DHL Express (<strong>Singapore</strong>) ‘Pen’ — OgilvyOne Worldwide, <strong>Singapore</strong><br />
ESPN STAR Sports ‘Australian Open — Ball DM’ — Saatchi & Saatchi<br />
Republic <strong>of</strong> <strong>Singapore</strong> Air Force ‘Brain Fuel’ — DDB Worldwide<br />
Republic <strong>of</strong> <strong>Singapore</strong> Air Force ‘It's All in the Details’ — DDB Worldwide<br />
Republic <strong>of</strong> <strong>Singapore</strong> Navy ‘Officer DM’ — Saatchi & Saatchi<br />
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THE SINGAPORE ADVERTISING<br />
HALL OF FAME AWARDS PRESENTATION<br />
& GALA DINNER 2007<br />
Recognition<br />
for Outstanding<br />
Creativity<br />
Recognising creative leadership in the local community<br />
and celebrating the impacts <strong>of</strong> outdoor media.<br />
82
‘When we introduced<br />
our first list <strong>of</strong> <strong>Singapore</strong>’s<br />
most influential Creative<br />
Directors in 2006, it<br />
created a storm in the<br />
advertising circle.”<br />
MR JAMES YIP,<br />
President, The <strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong><br />
Now in its ninth year, the prestigious <strong>Singapore</strong><br />
<strong>Advertising</strong> Hall <strong>of</strong> Fame Awards honours<br />
outstanding achievements <strong>of</strong> the <strong>Singapore</strong><br />
<strong>Advertising</strong> Industry on an annual basis.<br />
With 16 categories, sponsored by local and international bodies, the<br />
success <strong>of</strong> this programme is growing; online campaign submissions<br />
have doubled since last year and the introduction <strong>of</strong> these two new<br />
awards this year, sees even greater acknowledgement <strong>of</strong> <strong>Singapore</strong>’s<br />
diverse creative talent—The ‘Direct Mail Campaign <strong>of</strong> The Year’,<br />
sponsored by SingPost, and ‘The Poster Campaign <strong>of</strong> The Year’,<br />
sponsored by Clear Channel <strong>Singapore</strong> (CSS), the leading outdoor<br />
media owner*.<br />
These coveted awards draw much attention in the media and this<br />
year was no different. The newly founded CSS Award is an initiative<br />
aiming to acknowledge three disciplines across three consecutive<br />
years—photography, copywriting and illustration—behind one medium.<br />
The first <strong>of</strong> these acknowledgements celebrates ‘The Photographer<br />
<strong>of</strong> the Year Award’. This year’s <strong>Singapore</strong> <strong>Advertising</strong> Hall <strong>of</strong> Fame<br />
Awards ceremony and Gala Dinner, held at the Shangri-La Hotel on<br />
19th October, saw the first winner <strong>of</strong> this award—Jonathan Tay Pte<br />
Ltd, for Jay Gee Production, ‘Red Tab Campaign’.<br />
*CSS has been a key sponsor <strong>of</strong> the poster category since the awards inception<br />
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IAS YEAR BOOK 2007/08
THE SINGAPORE ADVERTISING<br />
HALL OF FAME AWARDS<br />
Steve Ng (VP, Product Management, SingPost Ltd) presented “The Direct Mail <strong>of</strong> the<br />
Year” to the representatives from DDB Worldwide and RSAF.<br />
Kyle Lim (CEO, iHub Media) presented “The On-line Campaign <strong>of</strong> the Year”<br />
to the representatives from MediaCom and Nokia<br />
Awyong Poh Twan (Marketing Director, Newsweek) and Jim Aitchison<br />
presented “The Lifetime Achievement Award <strong>of</strong> the Year” to Rod Pullen<br />
Lim Suat Jien (MD, MediaCorp TV12) presented “The Young Pr<strong>of</strong>essional<br />
<strong>of</strong> the Year” to Andrew McKechnie <strong>of</strong> JWT<br />
Limi Wong (<strong>Advertising</strong> Manager, Newsweek) presented “The International<br />
Print Campaign <strong>of</strong> the Year” to the representatives from Saatchi & Saatchi<br />
and Sony Ericsson Mobile Communications.<br />
Elsie Chua (Sr VP, Sales & Marketing, CATS Classified <strong>Advertising</strong> , Marketging SPH) presented<br />
the “The Campaign <strong>of</strong> the Year” to the representatives from Saatchi & Saatchi, MindShare<br />
<strong>Singapore</strong> and OgilvyOne <strong>Singapore</strong> and Malaysia.<br />
Elsie Chua (Sr VP, Sales & Marketing, CATS Classified <strong>Advertising</strong> , Marketging SPH) presented<br />
the “The Campaign <strong>of</strong> the Year” to the representatives from Saatchi & Saatchi, MindShare<br />
<strong>Singapore</strong> and OgilvyOne <strong>Singapore</strong> and Malaysia.<br />
Telly Tan (MD <strong>of</strong> Clear Channel) presented “The Poster Campaign — Photographer <strong>of</strong> the<br />
Year” to the representatives from Ogilvy & Mather, Jay Gee Production and Jonathan Tay<br />
<strong>of</strong> Jonathan 84 Tay Pte Ltd.
Angela Tong (VP Integrated Media Sales, MediaCorp News. Radio.<br />
Print) presented “The <strong>Advertising</strong> Pr<strong>of</strong>essional <strong>of</strong> the Year” to David<br />
Tang, President/CEO, DDB Worldwide.<br />
Diana Chaw (Asso. Publisher, <strong>Advertising</strong> Sales, ACP Magazines)<br />
presented “The Magazine Campaign <strong>of</strong> the Year” to the<br />
representatives from ZenithMedia and Proctor & Gamble.<br />
Mr Edwin Koh (Sr VP , Sales & Marketing, MediaCorp TV) presented<br />
“The Media Agency <strong>of</strong> the Year” to OMD <strong>Singapore</strong><br />
The Creative Director <strong>of</strong> the Year Award<br />
Jeslyn Tan (Head, SMRT Media) presented “The Creative Director <strong>of</strong><br />
the Year” to Patrick Low, Executive Creative Director <strong>of</strong> Y&R<br />
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IAS YEAR BOOK 2007/08<br />
For the second year running the Creative Director <strong>of</strong> the Year Award<br />
was back to recognise leadership in the local creative industry. The<br />
Award marks the successful collaborative partnership between The<br />
<strong>Institute</strong> <strong>of</strong> <strong>Advertising</strong> <strong>Singapore</strong> and SMRT Media.<br />
A total <strong>of</strong> 15 <strong>Singapore</strong> Creative Directors were short-listed. Nominees<br />
were voted by the Academy <strong>of</strong> Creative Directors, for the first time,<br />
and saw the emergence <strong>of</strong> four new faces: Mark Fong (Y&R),<br />
Patrick Low (Y&R), Ali Shabaz (JWT) and Thomas Yang (JWT).<br />
Judged by some <strong>of</strong> the industry’s most respected authorities, winner<br />
Patrick Low, Executive Director, Y&R, received his award from Jeslyn<br />
Tan, Head SMRT Media at the vibrant Gala Dinner and Awards<br />
Ceremony.
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