At the Singapore Media Awards Show 2011, organised by the Association of Accredited Advertising Agents Singapore, more local brands like F&N, Sentosa and Tiger Airways, together with government campaigns stood out for their strategic thinking and innovative use of media. In overall, Mindshare Singapore upheld the title of ‘Media Agency of the Year’ for a second year, while ZenithOptimedia clinched the Grand Prix award with its ‘Heineken Office Chair Grand Prix’ campaign.

This year, 4As received a total of 139 entry submissions with a 52% jump in digital and mobile entries. 35 are identified as finalists and 13 awards were given out. Local brand campaigns displayed a stronger presence at the Awards show, with five award winners, compared to one winner last year.

Best Use of Digital – F&N Sparkling Drinks – Singapore Dance Delights Vol. II (F&N Interflavine Pte Ltd)

Best Use of Search – Tigers Roars with Search (Tiger Airways Singapore Pte Ltd)

Best Use of Radio – Youth Mental Wellness – What’s Your Song? (Health Promotion Board)

Best Use of Television – World Kindness Day 2010 (Singapore Kindness Movement)

Best Smart Use of Media – Sentosa Spooktacular (Sentosa Development Corporation)

Ted Choo, President of the 4As commented, “Looking at the entries received this year, it is clear that digital and mobile are becoming increasingly commonplace with social media like Facebook being used in almost every campaign entry we received. At the same time, we also noted an increasing sophistication of thought and execution amongst the local brands. With Singapore’s position as a regional hub for many global brands and a test bed for new campaigns, it is clear that the inventiveness is rubbing off locally.”

Attesting to the quality of entries for local brands this year, Leela Nair, Chairman for SMA 2011 added, “It is encouraging to see more advertising campaigns for local brands emerging with well-articulated media objectives and strongly executed strategies, on par with the campaigns from their international counterparts. Singapore is not only the creative hub for SE Asia, but also fast gaining the stature of a strategic thinking hub for outstanding media ideas and a popular test bed for creative media execution that will later permeate across the region and then globally.”

Mindshare Singapore blazed ahead of the competition by reaping an impressive tally of 80 points, and claiming the Media Agency of the Year award. Coming in second place is ZenithOptimedia, with the Grand Prix and Best Experiential Marketing Campaign awards under its belt for local campaign – ‘Heineken Office Chair Grand Prix’.

On the talent front, new talents in the industry are recognised for the Special Achievement Awards including Juliana Lim, Marketing Director at Pizza Hut Singapore for the Marketer of the Year Award, and Chye Hsiao Jian, MEC Singapore, who is named Young Media Person of the Year.