The Institute of Advertising Singapore deserted the usual Shangri-La Hotel ballroom for the 2011 annual Hall of Fame Awards on 29th November. This year, the Marina Bay Sands convention centre was the chosen venue.

Mah Bow Tan, Global Chairman of Yellow Page and MP for Tampines GRC, was the guest of honour. The event attracted a crowd of 500 from the advertising and media industry as well as a number of clients. Few, if any, followed the theme on the invitation: “dress famous”. We Singaporeans are not great ones for dressing up. There was even had one agency CEO dressed in jeans to attend this major event.

Launching the new HOF Award (left to right): Wong Mei Wai, Head of Marketing, APB Vietnam / Chairman for Hall of Fame 2011, Mah Bow Tan, Global Chairman of Yellow Page and MP for Tampines GRC and Terry O'Connor, President of IAS.

Terry O’Connor opened the show with a review of the changes in IAS and promised more focus on education in the future. He also announced changes in the Hall of Fame awards and new winners’ trophies. He also encouraged the guests to support MILK, a charity for disadvantaged kids, by purchasing photographs that were on display.

There were a number of individual awards presented that night. Thomas Yang of the DDB Group Singapore was hailed as ‘Creative Director of the Year’ with Valerie Cheng receiving the new accolade of ‘Digital Creative Director of the Year’. The ‘Media Planner of the Year’ was Susan Chee of ZenithOptimedia.

The ‘Lifetime Achievement Award’ went to David Tang of DDB Group who admitted that, as he was still in his 40’s, he was surprised to receive the award.

‘Media Agency of the Year’ was presented to OMD while ‘Advertising Agency of the Year’ went to DDB Group. Presenting the Health Promotion Board with the ‘Brand of the Year’ award raised a few eyebrows with the audience. Is this really a brand?

The winning campaigns and a full list of individual awards as well as the sponsors are shown below.

INDIVIDUAL AWARD CATEGORIES

The Lifetime Achievement Award

Presenter: Mah Bow Tan

David Tang, DDB Group Singapore


The Agency Professional of the Year 

Presenter: Terry O’Connor

Winner: Subbaraju Alluri, Grey Group


The Client Marketer of the Year (sponsored by Acorn Marketing & Research)

Presenter: Cheah Kim Lean, Group Director

Winner: Vernon Vasu, Health Promotion Board


The Creative Director of the Year (sponsored by SMRT Media)

Presenter: Juliet Ng, General Manager, Marketing

Winner: Thomas Yang, DDB Group Singapore


The Strategic Planner of the Year (sponsored by SMRT Media)

Presenter: Terry O’Connor

Winner: Wendy Ong, DDB Group Singapore


The Digital Creative Director of the Year

Winner: Valerie Cheng, JWT/XM


The Young Professional of the Year (sponsored by ACP Magazines)

Presenter: Julia Sherborn, CEO

Winner: Sim Yunying, DDB Group Singapore


The Media Planner of the Year (sponsored by SPH)

Presenter: Danny Yeo, Assistant Vice-President, Promotions & Events, Marketing Division

Winner: Susan Chee, ZenithOptimedia


COMPANY AWARD CATEGORIES 

The Media Agency of the Year (sponsored by MediaCorp)

Presenter: Irene Lim, Head, Sales & Marketing

Winner: OMD Singapore


The Brand of the Year (sponsored by MediaCorp)

Presenter: Lim Suat Jien, EVP, TV Programming and Production, Channel 5 and okto

Winner: Health Promotion Board


The Advertising Agency of the Year (sponsored by MediaCorp)

Presenter: Christina Chua, Senior Vice President, Marketing & Sales Planning

Winner: DDB Group Singapore


 CAMPAIGN AWARD CATEGORIES

The Campaign of the Year (sponsored by SPH)

Presenter: William Tan, Senior Vice-President, Display Advertisement, Marketing Division

Winner: StarHub – “Hub It! Campaign” by DDB Group Singapore


The Digital Campaign of the Year (sponsored by SingTel iMedia)

Presenter: Madeline Tan, Director Ad Sales

Winner: STB – “The World’s First Digital Tip Jar” by BBH Asia Pacific


The Most Effective Media Campaign of the Year (sponsored by StarHub)

Presenter: Germaine Ng Ferguson, General Manager of Advertising Sales

Winner: STB – “Can You Serve Season 2” by BBH Asia Pacific


The International Media Plan of the Year

Presenter: Wong Mei Wai, Vice President of IAS

Winner: “BBC Earth on BBC Knowledge – Because No One Gets Closer” by ZenithOptimedia


The Print Campaign of the Year (sponsored by Strait Times)

Presenter: Tan Su-Lin, Head of Cats Classified, Marketing Division

Winner: BCF – “Are You Obsessed With The Right Thing” by DDB Group Singapore


The Television Campaign of the Year

Presenter: Wong Mei Wai, Vice President of IAS

Winner: MOE – “Mrs Chong” by UP BrandBuzz


DDB Group Singapore