At a grand affair held at the Raffles City Convention Centre, (Swissôtel The Stamford) the Institute of Advertising announced on 7th June the winners of the annual Singapore EFFIES. This award which is judged on effectiveness more than creative execution is a popular and respected international award originating in the USA. The local event has been held in Singapore for the past ten years. A total of 20 awards were handed out at the Gala Dinner. These consisted of four Gold, nine Silver and seven Bronze EFFIES.

“On behalf of the IAS and the EFFIES jury, I’d like to congratulate all of this year’s finalists, and in particular our winners. The jury was impressed with the high standard of submissions, and we were proud to see a strong sense of ‘Singapore’ throughout the work,” said Ben Lightfoot, Chairman of the Singapore EFFIES Chapter for 2013, and McCann Worldgroup Chairman, Singapore.

Ben Lightfoot, Chairman of the 2013 Singapore EFFIES Chapter.

BBH Asia Pacific picked up two of the Gold Awards. There were for ‘National Night’ for client Mentos and ‘From Big Ticket Expense To Daily Essential’ created for NTUC Income. BBDO Proximity / ZenithOptimedia and DDB Group Singapore / Havas Media also won Gold.

StarHub sponsored the 2013 EFFIES.

The list of 2013 winners and photos as below:

4 Gold EFFIES

Title: National Night Brand: Mentos Advertiser: Perfetti Van Melle Agency: BBH Asia Pacific
Title: The World's Smoothest Launch Brand: Guinness Advertiser: GAPL Pte Ltd Agency: BBDO Proximity / ZenithOptimedia
Title: Expect the even more Unexpected Brand: DBS Advertiser: DBS Bank Ltd Agency: DDB Group Singapore / Havas Media
Title: From Big Ticket Expense To Daily Essential Brand: NTUC Income Advertiser: NTUC Income Insurance Co-operative Ltd Agency: BBH Asia Pacific / PHD

9 Silver EFFIES

Title: Demolition Brand: Courts Advertiser: Courts Asia Limited Agency: Rapp Singapore / DDB Group Singapore
Title: Fun in budget travel Brand: Scoot Advertiser: Scoot Pte Ltd Agency: The Integer Group (TBWA) / MEC
Title: Philips Aquatouch Brand: ‘Caveman’ Advertiser: Philips Electronics (s) Pte Ltd Agency: Ogilvy & Mather / Carat Media
Title: Christmas 2012 Brand: Subway Advertiser: Subway Singapore Agency: Saatchi Lab / Universal McCann
Title: Smarter Cities Connect Brand: IBM Corporation Advertiser: IBM Corporation Agency: Ogilvy & Mather / Neo@ Ogilvy
Title: Singapore Loves a Quitter Brand: I Quit Advertiser: Health Promotion Board Agency: Ogilvy & Mather / OMD
Title: SUTD Women’s Campaign Brand: Singapore University of Technology and Design Advertiser: Singapore University of Technology and Design Agency: Goodfellas / ZenithOptimedia
Title: Tweet-A-Meet Brand: Qatar Airways Advertiser: Qatar Airways Agency: Grey Group
Title: The Idiot’s Guide to Shisha Brand: Breathe / Health Promotion Board Advertiser: Health Promotion Board Agency: Ogilvy & Mather / OMD

7 Bronze EFFIES

Title: StarHub Family Time Brand: StarHub Advertiser: StarHub Ltd Agency: DDB Group Singapore / MindShare
Title: SHEBA Catwalk 2012 Brand: SHEBA Advertiser: MARS South East Asia Agency: BBDO Proximity / Starcom Media
Title: Birds and the Bees 2.0 Brand: StarHub Advertiser: StarHub Ltd Agency: DDB Group Singapore / Mindshare
Title: Let’s Talk Ability Brand: Centre for Enabled Living Advertiser: Centre For Enabled Living Ltd Agency: TBWA / MEC
Title: Be Positive Brand: Action For Aids Advertiser: Health Promotion Board Agency: Irisnation / Carat Media
Title: Rapid Rescue Brand: The Singapore Red Cross Advertiser: Singapore Red Cross Agency: JWT / Omitoons
Title: “Let The World Wait” Brand: Corona Advertiser: Grupo Modelo Agency: TBWA / Digital Arts Network

3 Special EFFIES*

Most Effective Creative Agency: DDB Group
Most Effective Media Agency: Mindshare
Most Effective Advertiser: Health Promotion Board

The best performing agencies based on the EFFIES won over the last decade.