SPH Creative Services clinches 6 Panpa ad awards (ST)

BackApr 30, 2010

AN ADVERTISEMENT promoting Singapore Press Holdings (SPH) scholarships run in The Straits Times was described as "creative and very elegant" by judges who honoured it with an international advertising prize.

The win capped a busy day for SPH Creative Services, which produced the ad and collected five other awards at the Pacific Area Newspaper Publishers' Association (Panpa) International Advertising Awards announced on Tuesday.

The scholarship ad, which ran in January, won Best Print Campaign in the category for newspapers with daily circulations above 90,000.

Judges said it "showed a great capacity to promote newspapers in a responsible way, with great emphasis on quality design and a visually elegant message".

The annual Panpa awards honour ads produced in-house by media firms that are creative, convey a message and gain a response for the advertiser.A record 225 entries from Australia, New Zealand, the Pacific and South-east Asia were submitted, vying for 46 awards.

Panpa chief executive Mark Hollands said in an e-mail message to The Straits Times: "Singapore Press Holdings has produced marvellous work for its clients - and this is reflected in the number of awards that it has won."

The New Paper's New Face campaign won the Best Integrated Media Campaign in the over-90,000 circulation category. The campaign featured ads on print, radio as well as outdoor digital screens owned by SPH MediaBoxOffice.

The New Face campaign, which promoted a contest for a fresh face, was a huge favourite among the judges, said Mr Hollands. He added that it "created a marvellous impression of engaged and youthful readership, which is so attractive to advertisers".

Panpa highly commended four SPH ads, including one in my paper of F&N's Fruit Tree drinks which made strong use of visuals, and another in The Straits Times which called for entries for SPH's Ink Awards. Also highly commended were a Carlsberg Chinese New Year campaign in Lianhe Zaobao, as well as an unpublished Audi ad submitted by The Straits Times.

SPH Marketing senior executive vice-president Leslie Fong said the awards reaffirm that SPH has the capability to create effective campaigns not just in print, but also with integrated media.

SPH Creative Services executive creative director Linda Leong said: "I would like to thank our internal and external advertisers who believe in us and embrace good ideas."

Panpa is a Sydney-based body comprising more than 300 newspaper publishers and suppliers from 14 countries in the Pacific Rim.