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Effective advertising and media excellence

SINGAPORE — The Singapore Media Awards (SMA) is an annual event that celebrates the achievements and contributions of Singapore’s media talents.

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SINGAPORE — The Singapore Media Awards (SMA) is an annual event that celebrates the achievements and contributions of Singapore’s media talents.

Organised by the Association of Accredited Advertising Agents Singapore (4As), SMA recognises innovative media practices and strategies that contribute to an effective advertising campaign. It also highlights the role media plays in the success of an advertising campaign.

MediaCorp is the official media and strategic partner for the Young Professionals Programme for SMA 2014. This year, new categories were introduced, such as Best Social Media Campaign and Most Innovative Use of New Technology. The jury also comprised mostly client marketers and media owners.

CREAM OF THE CROP

It was an intense competition as more than 90 finalists battled it out for the coveted awards.

The Grand Prix — Best of Show went to UM Singapore for its entry “The Red Cross Connection” for Singapore Red Cross Society.

Ms Patricia Lim, managing director of UM Singapore, said: “This award validates our belief that clever use of media can lead to positive changes in society. Working together with MRM and McCann Health on this campaign, we hope that people will remember the message that small acts can indeed create big change.”

For the second year running, OMD Singapore was awarded the Media Agency of the Year title.

Ms Chloe Neo, managing partner of OMD Singapore, said: “At OMD, our people are inspired through constant progression and innovation in the way we think and do. The ability to deliver results-oriented solutions and keep our clients happy also serves as the fuel for an inspired team.”

NURTURING YOUNG TALENTS

Another initiative that was new at SMA 2014 was SMA NexGen, which is an inter-agency team competition where participants have to submit a digital media pitch to an actual client within 48 hours of receiving the client brief. The teams must comprise two young media practitioners and one media student from a tertiary institution. Agencies were allowed to enter as many teams as they liked.

MediaCorp supported the competition by providing the client brief. There were a total of seven teams from four agencies: ZenithOptimedia, MEC, Starcom and Dentsu. Emerging tops was the team from ZenithOptimedia.

Ms Melissa Goh, senior content strategist from ZenithOptimedia, said: “Our winning formula is very much based on ZenithOptimedia’s LIVE ROI philosophy, which includes active understanding, dynamic engagement and real-time performance. It helped to frame our thought process as we tackled the brief.” Produced by The today Special Projects Team

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