The Institute of Advertising Singapore recently organised for the second time the APPIES, the Asia Pacific Marketing Congress. This event was the brain child of Patrick Mowe, the recently retired Executive Director of IAS.
The APPIES brings together successful marketing campaigns from around the region and puts the executives behind them on stage to present their work via a short video clip, and an equally short verbal presentation. This is followed by interrogation by a panel of judges and the audience. Based on the judges marks, awards are given out at the end of the two-day event.
It is a wonderful opportunity for the audience to listen to the strategy behind campaigns from around the region and provides wonderful insights.
This year more than 400 people had the opportunity to attend the event at the National University of Singapore Society’s hall and listen to over 100 different marketing solutions. As the presentations ran concurrently in different rooms, a delegate could not hear them all but they could dash between one to another to listen to those most relevant to them personally.
Criticisms? In some cases, the judges did not appear to ask searching questions. One also felt a minority of the presenters did not take enough trouble with their video film or powerpoint slides. However, it was obvious others had invested time. In particular, Ogilvy & Mather India’s presentation for Cadbury chocolate stood out. The Shubh Aarambh campaign and the cultural background was amusingly explained. In the end, this campaign was one of the winners in the APPIES 2011.
As usual, the Thais managed to walk their own unique path and the Y&R campaign for Aids Access Foundation titled ‘Think HIV Think Protection’ was fresh and funny and clearly targeted. It, too, was a winner and Oliver Kittipong Veerataecha, a VP Director of Strategy at the agency also won a top presenter award.
The delegates AdAsia talked to (there are some clips being posted up) were all very enthusiastic about this event. There were quite a few delegates drawn to this event from around the region
IAS organised it well and provided a good venue and excellent food. We look forward to the third event in 2012.
10 Best Marketing Campaigns were:
(1) Campaign Think HIV Think Protection Agency Y&R, Thailand Advertiser Aids Access Foundation Category Pro Bono
(2) Campaign Imam Muda Agency Y&R Malaysia Advertiser Astro Entertainment Sdn Bhd/Astro Oasis Category Consumer Services
(3) Campaign Anlene Listen to Your Bones Agency BBDO Proximity, Singapore Advertiser Fonterra Brands Category Food FMCG
(4) Campaign: Shubh Aarambh (How Culture Codes Helped Cadbury Dairy Milk Create a New Chocolate Occasion in India) Agency Ogilvy & Mather, India Advertiser Cadbury Kraft India Category Food FMCG
(5) Campaign Father & Son Agency Leo Burnett Group, Singapore Advertiser Ministry of Community Development, Youth and Sports Category Government
(6) Campaign Break-Up Agency Clemenger BBDO, Australia Advertiser National Australia Bank Category Financials
(7) Campaign Nippon Aircare Agency Naga DDB, Malaysia Advertiser Nippon Paint Category Non-Food FMCG
(8) Campaign NTUC Income, Flood Ad Agency BBH Asia Pacific, Singapore Advertiser NTUC Income Co-Operative LimitedCategory Financials
(9) Campaign SAFFOLALIFE – Young at Heart Agency McCann-Erickson, India Advertiser Marico (I) Pvt Ltd Category Consumer Services
(10) Campaign W.A.L.S (Women Against Lazy Stubble) Agency BBDO, India Advertiser P&G India Category Non-Food FMCG
Winners of Best Presenter Award
(1) Andy Wilson (Head of Planning, Chairman of Asia Planning Council, BBDO/Proximity Singapore)
(2) Chan Su Ling (Strategic Planner, Naga DDB, Malaysia)
(3) Chris Chiu (Executive Creative Director, Leo Burnett Singapore)
(4) Hansgeorg Lopez-Vito (Executive Planning Director – Greater China, BBDO/Proximity China)
(5) Oliver Kittipong Veerataecha (Vice President, Director of Strategy, Y&R Thailand)