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SPH Sets Up Contest For Ad Campaign (BT)

BackFeb 24, 2011

SINGAPORE Press Holdings is launching a contest for advertising agencies to come up with a branding campaign involving integrated use of various media platforms.

The Pitch, a new 'reality' contest that will see ad agencies compete for over $500,000 worth of cash and prizes and a new Golden Cleaver Award, aims to promote integrated media initiatives, in line with SPH's 'solutions-based cross-media ideology'.

The idea is to combine media products and services and make the offering to advertisers more compelling, said the group, which offers a range of media platforms such as print, broadcast radio, online, mobile, outdoor media and events and exhibitions.

Advertising agencies may send as many teams as they wish, but each team must include an account director or strategic planner, a creative director and a media director. The ad agency that conceptualises the best cross-media branding campaign wins $20,000 in cash and $250,000 worth of advertising media credits from SPH. Subject to conditions, the agency could also win the account for the brand, which has yet to be revealed.

'Instead of just combining various media options to deliver cross-media activation, we want to challenge our agency friends to bring their most potent ideas to the table, and to seamlessly weave these together to form a powerful, connected and engaging campaign,' said SPH head of strategic marketing Geoff Tan. 'It is all about delivering solutions rather than just assembling inventory.'

Interested agencies should register at www. asiaone.com/thepitch by March 9.