If you thought that the people working in the media agencies were a quiet, analytical bunch, then you’d be surprised at the behaviour during the announcements during the Singapore Media Awards. This event organised by the 4As showed an exuberance not seen even at the creative award shows. There were plenty of claps and screams from the tables booked by MEC, PHD, OMD and the rest as the winners of each category were called out.

The 4As, under the President Ted Choo, assisted by SMA Chairperson Vandana Jagwani, did an excellent job in organising this event at the Grand Copthorne Waterfront hotel on 5th September. The financial support of the media owners with main sponsors including CNBC, MediaCorp, Moove Media, SPH press, digital and magazines, StarHub, The Edge, The Wall Street Journal, Fox Media and SingTel, enabled the 4As to stage a grand event. CNN and SMRT Media also rallied round with support.

Games and other amusements during the cocktails and a demonstration by celebrity chef, Sharone Hakman, from MasterChef USA added to the fun. Tiger beer chipped in with refreshments all night.

Apart from awards to campaigns over various categories of media, there were also personal awards for ‘Media Sales Person of the Year’, ‘Young Media Person of the Year’, and ‘Media Person of the Year’.

The ‘Media Agency of the Year’ accolade, based on the number of points scored, went to MEC. More screams followed this announcement at the end of the evening!

The media people let their hair down at the SMA and enjoyed this rare chance to get recognition for their efforts.


SMA 2012 Winner List

SINGLE MEDIA CATEGORIES

(1) BEST USE OF DIGITAL

SPONSOR: The AsiaOne Network

Campaign Title Mercedes-Benz C-class Coupe Signature Drive

Agency MEC Singapore

Client Daimler Southeast Asia


(2) BEST USE OF MOBILE

SPONSOR: The AsiaOne Network

Campaign Title Mercedes-Benz 125! Race

Agency MEC Singapore

Client Daimler Southeast Asia


(3) BEST USE OF SEARCH

SPONSOR: ST701

Campaign Title SingTel mioTV BPL Crisis Management

Agency MEC Singapore

Client Singapore Telecommunications Ltd


(4) BEST USE OF MAGAZINE

SPONSOR: SPH MAGAZINES

Campaign Title Scan for a Scent

Agency MediaCom

Client P&G Prestige


(5) BEST USE OF NEWSPAPER

SPONSOR: SPH

Campaign Title BMW 7 Series

Agency Mindshare

Client Performance Motors Ltd


(6) BEST USE OF OUTDOOR

SPONSOR: MOOVE MEDIA

Campaign Title Elizabeth Arden-Juicy Couture Scent Seal Wall

Agency PHD S’pore

Client Elizabeth Arden


(7) BEST USE OF RADIO

SPONSOR: MEDIACORP

Campaign Title SingTel Youth NSF Make-a-Wish Engagement

Agency MEC Singapore

Client S’pore Telecommunications


(8) BEST USE OF TELEVISION

SPONSOR: MEDIACORP

Campaign Title Onto The Treasure Trail

Agency MediaCom

Client Volkswagen


(9) BEST BUSINESS TO BUSINESS CAMPAIGN

SPONSOR: 4As

Campaign Title EDB – Enhancing Singapore’s Position as a Global Business Centre”

Agency MEC Global Solutions

Client S’pore EDB


(10) BEST EXPERIENTIAL MARKETING CAMPAIGN

SPONSOR: SINGTEL

Campaign Title I need a snooze

Agency OMD S’pore

Client Ikano


(11) BEST INTEGRATED MEDIA CAMPAIGN

SPONSOR: STARHUB

Campaign Title Gillette Fusion ProGlide:Turning Skeptics into Believers

Agency ZenithOptimedia

Client Procter & Gamble S’pore


(12) BEST PAN ASIAN CAMPAIGN

SPONSOR: WALL STREET JOURNAL

Campaign Title NIKE 4Silos

Agency Mindshare

Client NIKE


(13) BEST STRATEGIC LAUNCH

SPONSOR: 4As

Campaign Title Mercedes-Benz C-class Coupe Signature Drive

Agency MEC S’pore

Client Daimler Southeast Asia


(14) BEST SMART USE OF MEDIA CAMPAIGN

SPONSOR: CNBC

Campaign Title Sort Me Out

Agency Grey Singapore

Client Alzheimer’s Disease Assoc.of S’pore


(15) BEST YOUTH MARKETING CAMPAIGN

SPONSOR: 4As

Campaign Title So you wanna be a DJ

Agency ZenithOptimedia

Client Reckitt Benckiser (M)


SPECIAL ACHIEVEMENT AWARDS

(1) MEDIA PERSON OF THE YEAR

SPONSOR: CNBC

Rahul Vasudev / Mediacom


(2) YOUNG MEDIA PERSON OF THE YEAR

SPONSOR: FOX

Prajat Khare / Mediacom


(3) MEDIA SALES PERSON OF THE YEAR

SPONSOR: 4As

Alicia Luke / MediaCorp Pte Ltd


(4) MARKETER OF THE YEAR

SPONSOR: THE EDGE

Sriram Desikan / HP-Imaging & Printing Grp


(5) GRAND PRIX

SPONSOR: MEDIACORP

Campaign Title I NEED A SNOOZE

Agency OMD SINGAPORE

Client IKANO


(6) MEDIA AGENCY OF THE YEAR

SPONSOR: SPH

MEC SINGAPORE