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SPH iink Awards 2012 celebrates creativity in advertising

"Essentials" ad by BBH Asia-Pacific and PHD Singapore for NTUC Income Insurance Co-operative wins Grand Prix 

Singapore, 17 August 2012 –
 A campaign by insurer NTUC Income Insurance that depicts life insurance is as essential to people as rice, bread and milk, and how affordable life insurance can be, became the big winner at theSPH iink Awards 2012

Tonight, before a crowd of 300, awards were given out to teams comprising the creative agency, media agency and advertiser responsible for the winning advertisements at the SPH iink Awards Celebration Night, which was held at Avalon. 

Creative agency 
BBH Asia-Pacific was the mastermind behind the campaign named “Essentials”, created for their client NTUC Income Insurance Co-operative. “Essentials” won Gold in the Print Single –English category as well as the Print Campaign – English categories. 

The campaign also won the most coveted prize of the evening – the Grand Prix. BBH Asia-Pacific won a cash prize of $8,000 for claiming the Grand Prix.

Points were allocated to the winners and finalists of each category. The highest scoring creative and media agency across all categories were crowned the 
iink Creative Agency Of The Year and the iink Media Agency Of The Year, respectively. 

This year, the title of iink Creative Agency Of The Year was won by 
BBH Asia-Pacific, while PHD Singapore was named iink Media Agency Of The Year. Both agencies were involved in the Grand Prix winning campaign. 

In addition, “Aspirations” by creative agency Orijen for their client UBS AG won the Readers’ Choice Award. Members of the public were invited to vote for their favourite ad from 30 July to 12 August. The finalists were also featured at a public showcase at ION Orchard and VivoCity for the public to take a closer look at them. This special showcase was brought to Avalon tonight for guests to view as well.

Mr Leslie Fong, Senior Executive Vice-President, Marketing Division, SPH, said: "This year's SPH iink Awards has been a resounding success. The creativity of the advertising fraternity is there for all to see. Even though the bar gets raised higher each year, we continue to be amazed by the originality and ideas we find in the entries." 

The SPH iink Awards was originally launched to honour the best print advertisements and the creative people behind them. In 2009, a new category was added to recognise those who embrace creativity not just through print advertisements, but also in other SPH media platforms via integrated campaigns. 

To be eligible for the ‘SPH is On Campaign’ category, entries must have appeared in at least one other SPH marketing platform besides newspapers. SPH’s comprehensive range of marketing platforms includes more than 100 magazine titles, three radio stations, out-of-home as well as online media, including internet TV. 

To recognise creative and effective advertisements in SPH’s whole spectrum of media platforms, three new categories were introduced this year – Digital, Radio and Out-of-Home. 

Formerly known as the SPH Ink Awards, the SPH iink Awards was renamed this year with the additional “i” representing “Integration”. The logo has also been revamped to include the additional “i”. 

The nine categories this year were: 
Category A: Print Single – English
Category B: Print Campaign – English
Category C: Print Single/Campaign – Chinese
Category D: Print Classified/Recruitment/Notice
Category E: Print Creative Media Buy
Category F: SPH IS ON Campaign
Category G: Digital
Category H: Radio
Category I: Out-of-Home

The winning advertisers from Categories A to F will each receive a complimentary full-page advertising space in either of SPH’s flagship newspapers – The Straits Times or Lianhe Zaobao. 

The winning advertisers from Categories G to I (Digital, Radio and Out-of-Home) will each receive $30,000 worth of ads in their respective media

For the visuals of the winning advertisements and campaigns, please contact Adrian Cheong at 6319 2261 or

Issued by Singapore Press Holdings Ltd
Co. Regn. No. 198402868E

Elisse Zeng
Assistant Manager
Product Branding & Promotions
Marketing Division
Singapore Press Holdings
DID: 6319 1274 
HP: 9658 2567

Adrian Cheong
Corporate Communications 

Singapore Press Holdings Ltd
DID: 6319 2261
HP: 9798 6097

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. On an average day, 2.92 million individuals or 74 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 330 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,, and The Straits Times RazorTV. SPH also launched The Straits Times’ iPad and enhanced iPhone applications, an Android smartphone application and The Business Times Weekend's iPad application. SPH's Chinese flagship newspaper Lianhe Zaobao has also launched its digital platforms which include a web application, as well as online and PDF versions.


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 UFM 100.3 in Mandarin, as well as Kiss 92 and HOT FM91.3 in English.

Events and Out-of-Home 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.