In case anyone thinks it is a spelling error, the SPH Ink Awards are now titled the iink awards. The extra “i” stands for integration.

The change has raised a few eyebrows. “I think the extra “i” stands for insanity,” commented one sour ad man. Whatever you feel about this change, it is obviously a sign that the publishing industry wants to move away from its ink and paper heritage.

Singapore Press Holdings, one of the island’s media giants, has been running an attractive campaign to encourage agencies to enter these annual awards again this year. The ads feature well-known personalities from the advertising and marketing field: Robert Gaxiola, Creative Director of Mangham Gaxiola, Pat Lim, who has headed several media agencies, and Lim Ee Jin, Director of Marketing Communications at Fairmont Singapore are shown in glamour shots.

Leslie Fong, Senior Executive Vice-President of SPH’s Marketing Division said they wanted to honour the advertisers who used other SPH platforms apart from the newspapers. He also wanted to give recognition via the iink Media Agency and iink Creative Agency awards for those toiling endlessly to create and deliver successful campaigns.

The entries must be advertisements that have appeared in the SPH range of media- from print to radio to online media to out- of-home platforms. There are nine categories in total with three news ones introduced this year. The deadline for entries has been extended to 18th June.

The winners will be announced at a gala event in August. You can find more details on www.sphiinkawards.com.sg. Remember to type in the extra “i”!