The Effie Awards measure the effectiveness of marketing communication campaigns launched in Singapore over the past year, judged by senior marketers, as well as creative and media agencies.
This year, the Effies received 75 submissions in total and a total of 17 Effies were handed out, including four gold, six silver and seven bronze Effies. There were eight gold agency winners at the Singapore Effie Awards last year.
DDB Group was the strongest performing creative agency with three golds, one silver and one bronze, while the most awarded advertiser was Singapore's Health Promotion Board, which recorded one gold, one silver and one bronze working together with its creative agency partners DDB and Ogilvy, and media agency OMD Singapore.
OMD Singapore, meanwhile, was the most awarded media agency. Partnered with different agencies, OMD won two golds, two silvers and one bronze.
“It’s a historic win, one that the entire team is proud of," Sony Wong, CEO at Omnicom Media Group, Singapore, said. "Each award represents a client success story, a unified achievement. OMD Singapore will continue to be committed to excellence and innovation.”
The gold award winning campaigns were: 'Expect the unexpected' by DBS Bank with DDB Worlwide and MPG Singapore; ‘Ong & Raj’ by Health Promotion Board with agencies DDB Group Singapore and OMD Singapore; as well as Action for Aids’ 'Be positive' and ‘The love karaoke’ with agencies Ogilvy & Mather (with OMD Singapore) and DDB Worldwide, respectively.
The Institute of Advertising Singapore announced the winners Thursday at the Raffles Convention Centre.
Ben Lightfoot, chairman of the Singapore Effies Chapter for 2012, and McCann Worldgroup Chairman, Singapore, noted that effectiveness has played an important role in Singapore, and the Effies will continue to be a strong focus in the coming years.
“This event is quite interesting,” he told Campaign Asia-Pacific. “It is not only an award show but it also educates the industry of effectiveness. We will continue to work with the Account Planning Group and Institute of Advertising Singapore to do the education part.”
He added that the awards committee has already started working for the event next year and it is trying to simplify the process for submitting entries.
For silver and bronze winners, see below:
SILVER
- What Will You Reveal? STR Bottle Launch by Heineken, Asia Pacific Breweries with Iris Worldwide/ZenithOptimedia
- Take a Break from the City in the City by Asia Square with TBWA Singapore
- IMPERFECT' FAMILY by MacDonald's with DDB Group/OMD Singapore
- Okamoto Freedom Project by Okamoto with Tequila Singapore
- Last Man Standing by Health Promotion Board with Ogilvy & Mather /OMD Singapore
- SG Party Time by Brandtology with Tribal DDB Singapore
BRONZE
- Singapore Polytechnic Open House Campaign by Singapore Polytechnic with Bates Singapore
- Hijacking A Public Debate to Talk Savings by NTUC Income with BBH Asia Pacific/Maxus Global
- Eyes that tell stories by Singapore Eye Research, Institute Singapore Eye Research Institute with TBWA Singapore
- Festive Campaign 2011 by Heineken, Asia Pacific Breweries with Iris Worldwide/ZenithOptimedia Singapore
- Musical Fitting Rooms by StarHub with DDB Worldwide
- It's a Bro Thing by SingTel mio TV with BBDO Proximity Singapore
- I QUIT - From Anti-Smoking to Pro-Quitting by Health Promotion Board with Ogilvy & Mather /OMD Singapore
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