Singapore Press Holdings have launched a new ‘reality’ contest that challenges ad agencies strategically and creatively. The winner will get $20,000 in cash and $250,00 worth of media credits from SPH.

The briefing on a branding campaign (brand to be revealed later) will take place on March 11th at the Auditorium at SPH News Centre. The agency must field a team consisting an account director or strategic planner, a creative director and a media director. More than one team from each agency can take part. One of the judging criteria will be the use of a cross media strategy which links to SPH‘s latest “buzz” – SPH IS ON which is designed to encourage the use of the giant media organisation’s many touch points.

SPH started selling the idea to the ad agencies via a rather bloody three-page print advertising print campaign across the SPH newspaper showing slaughtered animals. EDM’s and posters were added to the campaign to push The Pitch to ad agencies.

The ads were conceived and developed by a new ad agency, Wild Advertising & Marketing. Ng Khee Jin is the Managing Director and Creative Director of the agency. Explaining the concept, Yeo Ai Ling, Wild’s Executive Director and Head of Client Services, said, “Our business is already fraught with macabre language such as ‘deadlines’, ‘executions’ and having ads ‘butchered’ by clients. Which ad exec hasn’t felt like a lamb being led slaughter – walking into a client presentation being less than prepared.”

Whether or not the ad agency folks feel they are lambs, the ads are very eye-catching. If the agencies do not enter this contest, it is more likely because, in these days of thin staffing, they cannot afford the time to be distracted from their existing clients by such a contest.