SPH Clinches Seven Awards For Creative Ads (ST)

BackApr 29, 2011

SINGAPORE Press Holdings (SPH) has bagged seven honours at the Pacific Area Newspaper Publishers' Association awards.

The awards, announced online yesterday, recognise advertisements produced in-house by media firms, and that are judged to be creative, convey a message and gain a response for the advertisers.

One advertisement produced for The Business Times to promote the Singapore Business Awards 2010 came away a winner in the best single ad category for publications with a daily circulation of between 25,000 and 90,000.

Produced by SPH Creative Services, a unit of SPH, it featured a giant thumbprint detailing the different awards to be won, and the tagline 'Make a mark with Singapore Business Awards 2010'.

SPH Creative Services executive creative director Linda Leong explained: 'When you win the award, you are making a mark in the industry.

'As part of the campaign, we had to highlight the criteria. If you look closely at the whorls of the thumbprint, they feature the criteria required.'

Another winner for SPH came from the category of 'Best advertising/campaign promoting print in a trade publication or as an in-house advertisement' with a daily circulation of more than 90,000.

The campaign was for the SPH Ink Awards 2010 - annual advertising industry awards - which included a call for entries. One of the print ads showed a female office worker going through a giant wastebasket of rolled-up paper, with the title 'Seeking the next big thing'.

The campaign, which appeared in The Straits Times, was also produced by SPH Creative Services.

Ms Leong said: 'We were calling for great ideas, asking agencies to share their ideas.'

SPH dominated the print category. As well as the wins, it was also highly commended in other sub-categories such as best print campaign and best advertising feature or supplement.

The campaign for Fashion Season@Orchard 2010, a six-week fashion extravaganza in Orchard Road, was used successfully across various media, including print, online and radio.

It got a 'highly commended' under the Best Integrated Campaign in the integrated solutions category.

Mr Leslie Fong, senior executive vice-president of SPH's marketing division, said: 'SPH is pleased to have won in all of the print categories. It shows that our creative teams have what it takes to come up with advertisements and campaigns of international standards.'

He added that integrated campaigns such as Fashion Season@Orchard 2010 'make use of the various multimedia platforms owned by SPH and provide unique solutions and greater value to our advertisers'.

The awards received a record 318 entries.