Publicis triumphs at the inaugural MARKies Awards Singapore [GALLERY]

Publicis Singapore was the undisputed champion of the MARKies Awards Singapore in front of a crowd of over 300 marketers of leading local agencies at the Shangri-La Hotel tonight.

The Singapore arm of the global full-service advertising agency was awarded both the ‘Overall Creative Ideas MARKie Award’ and the ‘Overall Media Usage MARKie Award,’ covering the awards two main sections.

This came down to their trophy haul of nine gold, three silver and four bronze awards across many categories mainly for Scoot and Audi campaigns. See the full list of winners here.

The Scoot “A Minute to Wing It” campaign won Publicis gold in ‘Best Idea – Digital,’ Best Idea - TV/Video Advertising and ‘Best Use of Content;’ silver in ‘Best Idea - Direct Marketing,’ and ‘Best Use of TV/Video; and bronze in ‘Best Idea - Content Marketing.’ The campaign leveraged on Scoot’s fleet of 787 Dreamliner planes (a unique asset for a budget carrier) and involved a ‘digital sampling platform’ of the cabin and a series of shareable 360 video contests which had to be completed in less than one minute.

Publicis also snagged gold in ‘Best Idea - Integrated Media’ and ‘Best Use of Integrated Media;’ silver in ‘Best Idea - Launch/Re-launch;’ and bronze in ‘Best Idea - Consumer Events’ for Audi Singapore’s ‘Audi Sport - Emotion Dashboard.’ The campaign aimed to launch the Audi Sport brand in Singapore and involved measuring driver’s emotions rather than using the traditional technical language of competitors. With the use of wearable technology in the form of wristbands, the drivers’ physiological responses to adrenaline (heart rate and skin moisture levels) were tracked to prove that Audi Sport offered the most thrilling experience.

FALCON Agency came in runner-up, taking home three gold, two silver and one bronze for digital campaigns for DeliveROO and Wine Connection.Other high scoring agencies in 2017 included Havas, Maxus, Starcom and GOODSTUPH.

“The calibre of campaigns at the awards this year and especially the innovations with technology is a testament to the hunger of Singapore agencies to push the boundaries and strive for more,” said publisher of Marketing Magazine, Soren Beaulieu.

“I can’t wait for what’s to come in the future and it has really cemented the MARKies as an important platform and ceremony for agency success.”

This was the first year in the awards history that it has had its own dedicated ceremony in Singapore, signaling the growth and strength of agency work. A total of 101 trophies were awarded at the ceremony as decided by a panel of senior marketers from brands including Asia Pacific Breweries, Citi, Electrolux, Schneider Electri, Uber and many more. See the full panel here.

The MARKies Awards 2017 was sponsored by MediaCorp OOH Media and supported by partners Rent A Dress, Cellarmaster Wines and Peroni.