Ng Li Lian, OCBC head of marketing services, said, “Pizza Hut did a great thing in trying to use experience marketing, word-of-mouth and strong holistic media strategy to guide the consumers into the experience rather than telling them ‘we are good at pasta’, which is fantastic.”
The Singapore Media Awards also awarded Special Achievement Awards this year, with the introduction of a new category called Marketer of the Year.
The inaugural award for Marketer of the Year award went to Yuen Kuan Moon, executive vice president of the Consumer Group at SingTel.
Patrick Low, creative partner at Goodfellas said, “I think at that age, early 40s, to be an EVP of this particular company, is to me an achievement, because the company is huge and it says a lot about him as an individual, his talent and his vision.”
Vikram Bansal, managing director of ZenithOptimedia was unanimously voted in as Media Person of the Year.
Commenting on Vikram, industry headhunter James Koh said, “Vikram is someone that has got it all around. He’s a great strategic thinker, he’s a very good business developer, and he’s very, very good with people. And that kind of accolades for him through his nomination, from his bosses, his peers, his team, and also the thing that really won it for this person was when that accolade actually came from his competitor, one of his competitors.”
The Media Sales Person of the Year award went to Eunice Wong of JCDecaux Singapore. There is no Young Media Person of the Year this year.
Out of 123 entries submitted this year, 37 were shortlisted and 16 awards, including the Special Achievement awards and Media Agency of the Year were given out.
SMA 2010 Winners:
Best Use of Digital: Mc Donald's Quarter Pounder with Cheese, OMD
Best Use of Search: Dell Singapore, SEM Innovation, Behaviourial Targetting, Mediacom Singapore
BesUse of Newspaper: Unmatched Lifelike Avatar Experience, Starcom Media
Best Use of Outdoor: Urban Jungle Ambush, Zenith Optimedia
Best Use of Radio: Caltex TechronD Song Challenge, MEC Singapore
Best Experiential Marketing Campaign: Pizza Hut Pasta Perfetto -Taste & Tell Pasta Challenge, Mindshare
Best Integrated Media Campaign: Pizza Hut Pasta Perfetto -Taste & Tell Pasta Challenge, Mindshare
Best Pan Asia Campaign: Lexus, Power-of-H campaign, Zenith Optimedia
Best Strategic Launch: Pizza Hut Pasta Perfetto -Taste & Tell Pasta Challenge, Mindshare
Best Value Media campaign: Caltex TechronD Song campaign, MEC
Best Youth Marketing Campaign: Whisper Happy It's Here, Zenith Media
Special Achivement Awards:
Media Person of the Year: Vikram Bansal, Zenith Optimedia
Marketer of the Year: Yuen Kuan Moon, Singtel
Media Sales Person: Eunice Wong, JCDecaux, Singapore
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