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.

Terry O' Connor

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

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

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.

Emily van den Berg, Principal of R3, presenting ‘Marketing Management in the Digital Age’.
Jon Wright, Head of Analytics and Insight, MEC Asia Pacific, makes a presentation on ‘The Connected CEO’.

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.

Panel Discussion: 'How-Digital Channels can unlock Business Potential beyond Marketing Communications'.

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.

Elsie Chua, Head and Executive Vice-President of Display Marketing, SPH, presents the Gold Medal to Leo Burnett Solutions Inc., Sri Lanka for the campaign ‘Pass it on’.
Elsie Chua presents the Gold Medal to McCann Worldgroup India for the campaign for Saffola Oats,‘Do More with Oats’.
Rene De Monchy, Head of Marketing Asia Pacific Breweries Singapore, presents the Gold Medal to McCann Worldgroup India for the campaign ‘Student Suicide Prevention Drive’.
Rene De Monchy presents the Gold Medal to BBH Asia Pacific Singapore for the campaign ‘The Web Is What You Make Of It’.
Connie Chan, Managing Director of MEC Singapore & Global Solutions, presents the Gold Medal to a representative of IHG (Holiday-Inn) for the campaign ‘Curious Holidays Inn-cidents’.
Connie Chan presents the Gold Medal to a representative of Aditya Birla for the campaign ‘Idea 3G’.
Cheryl Wang, Director, Brand Experience SingTel, presents the Gold Medal to representatives of Health Promotion Board for the campaign ‘Ong & Raj’.
Cheryl Wang presents the Gold Medal to The Coca-Cola Export Corporation, Philippines for the campaign ‘The OFW Project’.
Goh Shu Fen, Chairperson of the APPIES & Co-founder and Principal of R3 Asia Pacific, presents the Gold Medal to Y&R Thailand for the campaign ‘The Royal Project’.
Alvin Neo, Regional Director, Asia Pacific Medical Devices & Diagnostics Johnson & Johnson Asia Pacific, presents the Silver Medal to BBH India for the campaign ‘Parachute Ayurvedic - Recommended by Sufferers’.
Goh Shu Fen presents the Silver Medal to Leo Burnett Vietnam for their campaign ‘Tiger Blue Xmas’.
Charmaine Wong Han, Chief Marketing Officer for Yum Brands, presents the Silver Medal to Leo Burnett Mumbai, India for the campaign ‘Tide Collars’.
Sophia Ng, Assistant Chief Executive, Marketing Group, Singapore, Tourism Board, presents the Silver Medal to Ogilvy & Mather Advertising Taipei for the campaign ‘New House or New Furniture’.
Vernon Vasu, Director Corporate Marketing & Communications Division, Health Promotion Board, presents the Silver Medal to Ogilvy & Mather, India for the campaign ‘Meetha at home!’.
Marit-Kievit, Global Brand Director, Lux at Unilever, presents the Best Presenter Award to Kittipong Veerataecha, Chief Strategy & Innovation Officer from Y&R Thailand.
Leanna Cutts, Vice-President, Marketing, Asia Pacific Kraft Foods, presents the Best Presenter Award to Jaideep Kibe, Coca-Cola Sparkling Category Director from The Coca-Cola Export-Corporation, Philippines.
Goh Shu Fen presents the Best Presenter Award to Yousuf Rangoonwala, Brand Partner (Planning) from BBH India.
Participants at the APPIES enjoying the event.