OMD reigns and it's Cannes for Mindshare at SMA 2007

Singapore - OMD Singapore bagged the most points to win Media Agency of the Year - a new category at the Singapore Media Awards (SMA). Mindshare will attend the Cannes International Advertising Festival next year, as it hauls home the Grand Prix award.

Gan Boon Guan SMA chairman (Starcom CEO, ex-OMD MD) said, "Today's SMA winners represent the very best in our media community, we salute the people and organizations who are constantly transforming our media industry with visionary and innovative ideas."

In its third year, the annual show organised by The Association of Accredited Advertising Agents Singapore(4As) gave out a total of 14 awards on Friday night. OMD won three awards, Best Intergrated Media Campaign for McDonald's Good Breakfast Great Morning as well as Best Use of Digital and Radio for M&M's Christmas and Dark Hour respectively. Tagging close behind was Mediaedge:cia, last year's Grand Prix winner with two campaign wins for its Sony Ericsson account.

Mindshare's Nike "Just Do it" campaign which involved local soccer personalities and actual product placement at the youth-centric hub, CityLink Mall - led to its Grand Prix and Best Youth Marketing Campaign win.

Kraft Foods group VP and president Arjun Gupta lauded entries this year for their "strong consumer insights and understanding of where the consumer is interacting with different forms of media."

Ray Pak of PHD won Young Media Person of the Year, an award he won after being shortlisted and interviewed by a jury panel.

There was a 20% increase in entries this year, with 184 entries from more than 10 agencies. Categories that were not awarded include, Best Use of Magazines, Best use of TV and Best Air Travel Media.

 

Media agency of the year - OMD Singapore

Grand Prix Award - MindShare Singapore Nike "Just Do It" Football

Best Use of Digital - M&M's Christmas; OMD Singapore

Best Use of Newspapers - Sony Ericsson Top Shot; Mediaedge:cia Singapore

Best Use of Outdoor - Sony Ericsson I @ Our Song W880i 3D Bus Shelter Campaign; Mediaedge:cia Singapore

Best Use of Radio - M&M's DARK HOUR; OMD Singapore

Best Business to Business Campaign - Canon Bright Answers - Business Can Be Simple; Dentsu Singapore

Best Experiential Marketing Campaign - SilkAir - Where The World Unwinds; MindShare Singapore

Best Integrated Media Campaign - McDonald's Good Breakfast Great Morning; OMD Singapore

Best Pan Asian Campaign - It's what Computers have Become - Nokia N95 Pan Regional Launch; Mediacom

Best Strategic Launch - Girls Talk: Whisper and being girl; Zenith Media Singapore

Best Value Media Campaign - Clairol Herbal Essences "Citrus Scentsation"; Zenith Media Singapore

Best Youth Marketing Campaign - Nike "Just Do It" Football; MindShare Singapore

Young Media Person of the Year - Ray Pak; PHD Singapore

 

Singapore Media Awards 2007 Tally

Agency                                Grand Prix             Winner                    Finalist

OMD Singapore                                          3                      4

Mediaedge:cia Singapore                            2                      6

MindShare Singapore               1                 2                      2

Zenith Media Singapore                               2                      3

Mediacom                                                  1                      3

Dentsu Singapore                                       1                      1

Starcom MediaVest Group                                                    3

PHD Singapore                                                                   2

MAXUSCommunications Singapore                                        1

Universal McCann                                                                1                     

Award Type Points

Finalist 3

Winner 10

Grand Prix 20 (10+10)

Note:
1. The tally is based on the results of the campaign categories only.
2. When a finalist goes on to become a winner, it shall relinquish the finalist title and the finalist point is no longer counted (meaning the winner shall collect 10 points).
3. The Grand Prix is an additional award given to the Best of Show. If a winner goes on to win the Grand Prix, it shall retain the winner title but the winner points (10 points) will no longer be counted as a Grand Prix winner is given 20 points.