Singapore, 13 April 2011 – The six semi-finalists for “The Pitch” – a new “reality” contest by Singapore Press Holdings (SPH) that challenges advertising agencies to come up with their strategic and creative best through an integrated media campaign to pitch for a real account – have been short-listed and announced today.
The first round of judging was held on 6 April. The judges included SPH's senior marketing staff as well as representatives from the client – Paragon. The six semi-finalists will return to SPH News Centre on 21 April to make a 45-minute presentation on their proposal. This will be followed by the announcement of the top three finalists.
The six semi-finalists are (in no order of merit):
- Asatsu-DK Singapore Pte Ltd
- Bates 141 Singapore Pte Ltd
- BBDO/Proximity Singapore
- Enfatico Pte Ltd
- J. Walter Thompson Singapore Pte Ltd
- Shyalala (Singapore) Pte Ltd
The six teams came closest in their understanding of the campaign requirements. While some were stronger in their concept and creatives, others excelled in the area of innovative media ideas.
Agencies also had to demonstrate a clear understanding of what Paragon stands for and reflect this positioning in a campaign execution that stands out in a stylish yet understated fashion. At the same time, they have to effectively amplify this to the right targets via an engaging play of media across multiple platforms.
Mr Geoff Tan, Senior Vice President and Head of Strategic Marketing, SPH, said: "It is exciting to see how the ad fraternity addressed this challenge. The majority of the proposals we received were strategically well thought-through and presented – not just in creative concepts alone but also in how various media elements were innovatively strung together to enhance brand and drive consumer engagement."
A briefing on The Pitch was held earlier on 11 March at the SPH News Centre Auditorium. More than 180 advertising professionals from 80 agencies gathered to get the official brief for the account that they have to pitch for. In true ‘reality show’ style, the secret account was only revealed during the briefing to be Paragon, the luxury shopping mall along Orchard Road owned by SPH.
Agencies had to submit their entries before 30 March 2011. A total of 27 entries from 24 agencies were received.
The entries must effectively incorporate a cross-media strategy that engages at least three “SPH IS ON” media platforms, with print being mandatory.
"SPH IS ON" is a solutions-based cross-media ideology that brings together the most-ideal combination of media products and services to satisfy advertisers’ multiple touch-point requirements. The various media platforms owned by SPH have been grouped into six media activation "buttons", namely "On Print", "On line", "On Mobile", "On Ground", "On Air" and "On Screen".
The winning advertising agency will be rewarded with $20,000 in cash and $250,000 worth of media credits from SPH, as well as the honour of hoisting the "Golden Cleaver" Award.
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About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Southeast Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.
Newspapers, Magazines and Book Publishing
In Singapore, SPH publishes 18 newspaper titles in four languages. Every day, 3 million individuals or 77 per cent of people above 15 years old, read one of SPH's news publications. SPH also publishes and produces more than 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology. SPH's subsidiaries, Straits Times Press and Focus Publishing, produce quality books and periodicals in English and Chinese.
Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 263 million page views with 18 million unique visitors every month. Apart from SPH AsiaOne portal, SPH's online and new media initiatives include an online marketplace for products, services and employment, ST701; Stomp, omy.sg, and The Straits Times RazorTV.
SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today. In the radio business, SPH has an 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 in Chinese and 91.3FM in English.
Events and Outdoor Advertising
SPH’s events subsidiary Sphere Exhibits organises innovative consumer and trade events and exhibitions. In addition, SPH has ventured into out-of-home (OOH) advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s leading Digital Out-of-Home advertising company.
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. Its latest retail development, The Clementi Mall, started business operations in 2011. SPH's wholly-owned subsidiary, Times Development Pte Ltd, has also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.