The APPIES are back for the third year. Unlike the EFFIES, this is a Singapore original. Dreamed up by Patrick Mowe, the retired director of the Institute of Advertising Singapore which organises the event, this is not a copy of any other show in the world.
Each marketing campaign presented during the APPIES is allotted four minutes to show a video of the work, another six minutes to verbally present, leaving time for questions.
Many marketing campaigns are submitted and a committee selects the best to be presented at the APPIES. One hundred and thirteen took the stage on 26th and 27th July. The venue was once again the Guild Hall at the National University of Singapore.
The event was opened by Terry O’ Connor, current President of IAS. He spoke of the achievement of IAS and said IAS was a cross-over organisation with members coming on board from other advertising and marketing trade associations. He said some of these were trying to catch up with IAS which was ahead of the curve. He thanked Goh Shu Fen of R3 who has been Chairing the APPIES in the last two years and Jennifer Goh, IAS Executive Director, who helped organise the event. He also thanked the main sponsors SingTel, MEC, APB and SPH.
Goh Shu Fen, who manages to look even more glamorous as the years pass, addressed the audience as the Chairman of the APPIES. She said the entries went up by 25% this year. She also drew attention to the new APPIES logo which was designed by Asylum. The three bars, she said, represented Planning, Implementation and Effectiveness. Together they form the ‘A’.
Goh also announced that Silver as well as Gold awards would be given for the first time in 2012.
Christiaan Ter Steege, Head of Digital at Philips, gave the keynote address to the 400 plus delegates outlining the achievements of Philips in branding.
After this the delegates split to attend the concurrent sessions. Some of the presenters were very good. In others, the case-study was well-demonstrated but the same could not be said of the presenter. Sadly, there were a few that made you wonder how they got through to be given the opportunity.
The lunches and refreshments were of a higher standard than usually served at such events and Asia Pacific Breweries and MEC were generous with wine and beer at the networking times.
Awards were given out to the best presenters and these were well-deserved. There were 5 Silvers awards handed out followed by 10 Gold awards. There were far too many Gold Awards handed out. In our opinion, it would be better to raise the standards and restrict the number of Gold awards thus making a Gold award more highly prized.
However the Appies should not be seen as an award show. It primarily an event to display the best of Asian marketing and educate a new generation of marketers.
The organiser is considering for 2013 to ask clients and agencies to present together. The Health Promotion Board came along this year and supported its agencies and helped answer questions, an action that was very well received by the delegates.
A good show with a fantastic opportunity to learn coupled with a fast-moving format. Like Yu Sheng, it is something Singapore can probably export.
To view Appies 2012 winners list, click here.