Grand finals of "The Pitch" saw BBDO Proximity/PHD winning the Golden Cleaver Award
(from left: Business Manager Cheri Kim Lim from PHD,
Singapore, 3 June 2011 – Singapore Press Holdings (SPH) held its first large scale trade event - "SPH Turns You ON!" - last night at the Fairmont Hotel Raffles City Convention Hall. The media company officially launched its cross-media ideology entitled "SPH is ON!". In conjunction with this, guests also witnessed the grand finals of "The Pitch".
"SPH Turns You On!" is SPH's first large scale trade event. Over 800 invited guests, comprising advertisers, marketers as well as professionals from advertising agencies, had the opportunity to experience for themselves the extensive suite of media and engagement platforms that SPH offers.
"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 products and brands owned by SPH are grouped under six media activation "buttons", namely "On Print", "On line", "On Mobile", "On Ground", "On Air" and "On Screen".
Mr Mike Blinder, President of The Blinder Group, Inc, from the United States was the keynote speaker for the event. He is a renowned cross-media exponent and consults for companies of all sizes, all over the world, on multimedia sales strategies.
On the success of the event, Mr Blinder said: "This was the best media event I have had the honour to be part of in the last 30 years. The interactive nature of the trade show as well as excitement of The Pitch kept the audience completely engaged. The event was an excellent display of cross-media ideas and what SPH is doing is something we need to replicate around the world."
Mr Geoff Tan, Senior Vice President and Head of Strategic Marketing, SPH, said: "We believe we have successfully demonstrated to our audience the endless possibilities that each of our media platforms can provide in helping them amplify their communication campaigns. As a result of the event, we are looking to engage our advertisers with more integrated proposals."
"Markerters also recognise the fact that multi-pronged cross-media campaigns are critical to their brand's success. SPH, with its comprehensive suite of connective products housed within the "SPH is On!" ideology, is the perfect strategic partner for advertisers and agencies out there who are always on the lookout for innovative advertising solutions," adds Mr Tan.
Grand Finals of "The Pitch"
One of the main highlights of the evening was the grand finals of "The Pitch" - a reality contest that challenges advertising agencies to come up with their strategic and creative best through an integrated media campaign to pitch for a real account. The account was for Paragon, SPH's luxury shopping mall along Orchard Road.
The three finalists had the daunting task of making their pitch before a panel of judges as well as the crowd of marketing experts. In the end, BBDO/Proximity together with their media agency partner PHD came out tops. For their win, they were awarded the Golden Cleaver Award as well as $20,000 in cash and $250,000 worth of media credits from SPH.
The winning team, comprising BBDO/Proximity's Planning Director Tan Wee Hoon, Creative Group Head Daniel Kee and PHD's Business Manager Cheri Kim Lim, impressed the judges and the crowd with their campaign "The other side of luxury", which effectively utilised all of SPH's media platforms.
The team from JWT Singapore/Mindshare was the first runner-up and the second runner-up was the team from Bates 141/Maxus Global.
The competition started in March when a briefing for The Pitch was held at the SPH News Centre Auditorium. More than 180 advertising professionals from 80 agencies came to listen to the official brief for the account they were challenged to pitch for. In true ‘reality show’ style, the secret account was only revealed during the briefing to be Paragon.
A total of 27 entries from 24 agencies were received. From these, six were short-listed on 6 April. The teams were then asked to return to SPH News Centre on 21 April to deliver a 45-minute presentation on their proposal. Of these, the top three were chosen as finalists for The Pitch.
Entries for The Pitch must effectively incorporate a cross-media strategy that engages a minimum of three “SPH IS ON” media platforms, with print being mandatory.
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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.
For more information, visit www.sph.com.sg.