SPH Unveils Account For The Pitch: Paragon Mall (BT)

BackMar 13, 2011

WITH a prestigious award, prizes worth $500,000 and a multi-platform advertising campaign on the line, The Pitch competition officially took off yesterday.

More than 180 professionals from 80 advertising agencies attended a Singapore Press Holdings briefing at SPH News Centre yesterday. The account, which remained a secret until yesterday's briefing, was revealed to be Paragon Shopping Centre.

Contestants are challenged to conceptualise a brand campaign for the SPH-owned luxury shopping mall by utilising a cross-media strategy that demonstrates an effective maximisation of SPH's different media platforms.

The briefing opened with a welcome address by Leslie Fong, senior executive vice-president, marketing division, who shared his thoughts on the importance of integrated marketing solutions.

Geoff Tan, senior vice-president and head of strategic marketing, then introduced SPH's suite of integrated media initiatives, under the umbrella of 'SPH is On', which puts together combinations of media platforms to satisfy advertisers' multiple touch-point requirements.

The various media platforms owned by SPH have been grouped into six media activation 'buttons' - On Print, Online, On Mobile, On Ground, On Air and On Screen.

Agencies will be judged by eminent industry and media-related professionals, as well as a Paragon representative.

The winning advertising agency will be rewarded with $20,000 in cash, $250,000 worth of media credits from SPH, and the Golden Cleaver Award.