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BBH's ad campaign for IKEA wins Grand Prix at SPH iink Awards 2015

  • BBH also named as iink Creative Agency of the Year
  • OMD wins Media Agency of the Year for the third time

Singapore, 31 July 2015 – 
The results of the SPH iink Awards 2015, organised by Singapore Press Holdings (SPH), were announced at the SPH iink Awards Celebration Night tonight at Raffles City Convention Centre before a crowd of more than 300 guests from the advertising industry. Awards were given out to the creative agency, media agency and advertiser responsible for the winning advertisements. 

The SPH iink Awards, now into its eleventh edition, is one of Singapore’s biggest advertising awards celebrating the best works from the advertising industry. This year's Awards, with the theme "Inspiration comes when you least expect it", was a great success which saw 62 finalists submitting 410 entries across 12 categories*. 

The evening's big winner was a campaign by 
Bartle Bogle Hegarty Ltd (BBH) for their client IKEA. The campaign, entitled "IKEA - BookBook", won Gold in the Print Single - English (for "Touch"), Print Campaign- English and Integrated – SPH IS ON categories. 

The campaign also won the much coveted Grand Prix award, which saw BBH bagging a cash prize of $8,000. 

Points were allocated to the winners and finalists of each category. The entry that scored the highest number of points from the judges was awarded The Grand Prix, while 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.

BBH won the title of iink Creative Agency Of The Year, while OMD Singapore was named iink Media Agency Of The Year. BBH had previously won the Creative Agency of the Year award in 2012, while OMD Singapore has won the iink Media Agency Of The Year each year since 2013.

The ten main award categories* this year were: 

A1: Print Single – English
A2: Print Campaign – English
A3: Print Single/Campaign – Chinese
A4: Print Classified/Recruitment/Notice
A5: Print Creative Media Buy
B: Digital
C1: Radio Commercial
C2: Radio Campaign
D: Out-of-Home
E: Integrated - SPH IS ON Campaign

*There were 12 award categories overall including Readers' Choice Award and the LASALLE Creative Students' Challenge. 

The winning advertisers from Categories A (A1 - A5) and E, as well as the Grand Prix winner, will each receive a full-page advertising space in either of SPH's flagship newspapers – The Straits Times or Lianhe Zaobao. 

The winning advertiser from Category B (Digital) will receive $30,000 worth of media credits. The two winning advertisers from Categories C1 (Radio Commercial) and C2 (Radio Campaign) will each receive $10,000 worth of airtime. The winning advertiser for Category D (Out-of-Home) will receive $35,000 worth of digital airtime. 

Readers' Choice Award

In addition to the winners of the ten award categories, the winner of the Readers' Choice Award was also announced during the awards presentation. "Kick the Habit. Stop Problem Gambling" by National Council on Problem Gambling won over the hearts of readers and took home the award. 

LASALLE Creative Students' Challenge

This year's SPH iink Awards also focused on engaging future creative professionals through the LASALLE Creative Students' Challenge. Seven teams comprising Year 2 Design Communication students from BA (Hons) Design Communication Programme, Advertising Communication Specialism participated in this challenge. 

The students were tasked to conceptualise a ground-breaking integrated campaign to reinforce the SPH Newspaper brand and to use the power of print as a preferred media choice. The winning entry, titled "Always There For You", was conceptualised by Tan Yong Yu and Roxane Wee. The team walked away with $3,000 cash and a trophy.

Ms Elsie Chua, Executive Vice-President and Head, Marketing Division at SPH, said: "On a daily basis, readers of SPH's newspapers and other media platforms get to enjoy many memorable advertisements by Singapore's creative talents. These ads are the result of a successful relationship between the client and the creative team as well as the media agency. The 
IKEA - BookBook campaign is one successful case in point that delighted and brought a smile to all who saw the ad."

"As Asia's leading media company, we are delighted to have shone the spotlight on so many deserving talents over the years and spurred the creative industry to greater heights through the SPH iink Awards. This year, we are also pleased to include a new student engagement section to the awards and we hope to help in the discovery and development of Singapore's future creative directors," added Ms Chua.

The Awards, formerly known as the SPH Ink Awards, was originally launched to honour the best print advertisements and the creative people behind them. In 2012, three new categories – Digital, Radio and Out-of-Home – were introduced to recognise creative and effective advertisements on SPH's other media platforms. It was also renamed the SPH iink Awards, with the additional “i” representing “Integration”.

To be eligible for the SPH iink Awards, entries must have appeared in at least one of SPH’s media platforms during the period of 1 June 2014 to 15 May 2015. Registration for SPH iink Awards opened on 15 April 2015 and closed on 22 May 2015.

More information can be found at



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

For more information, please contact:

Adrian Cheong
Corporate Communications and CSR Division
Singapore Press Holdings Ltd
DID: 6319 2261 

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.


The English/Malay/Tamil Media group comprises the print and digital operations of The Straits Times, The Business Times, The New Paper, Berita Harian and My Paper (English section). It also consists of Tamil Murasu Ltd, which publishes Tamil Murasu and tabla!; book publishing arm Straits Times Press; SPH Data Services, which licenses the use of the Straits Times Index, in partnership with the Singapore Exchange and FTSE Ltd; financial data company ShareInvestor; and the two English stations of SPH Radio - Kiss92 and ONE FM 91.3. 

The Chinese Media group publishes three Chinese newspapers - Lianhe Zaobao, Lianhe Wanbao and Shin Min Daily News; the digital editions of Lianhe Zaobao and Lianhe Wanbao, four student weeklies - zbCOMMA, Thumbs Up, Thumbs Up Junior and Thumbs Up Little Junior, ZbBz Newsgazine and My Paper (Chinese section). It also operates SPH Radio's Chinese radio station, UFM 100.3, and Focus Publishing, which produces a range of books and magazines including U-Weekly. 

SPH's other new media initiatives include AsiaOne, Stomp, and SPH Razor. 

SPH Magazines, SPH's wholly-owned subsidiary, publishes and produces more than 100 magazine titles and has various online sites, like and in Singapore and the region, covering a broad range of interests from lifestyle to information technology. It has also invested in digital newsstand Magzter.

SPH also provides out-of-home (OOH) advertising through its digital out-of-home platform SPHMBO.

SPH Buzz is a modern retail convenience chain with a network of stores around the island.

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.


SPH REIT is a Singapore-based REIT established to invest in a portfolio of income-producing real estate primarily for retail purposes. SPH REIT comprises Paragon, a premier upscale retail mall and medical suite/office property in Orchard Road and The Clementi Mall, a mid-market suburban mall in the centre of Clementi town.

The Seletar Mall, located in Sengkang, is SPH's latest retail development. This property is a potential asset to be injected into SPH REIT. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.

Other Businesses

Online Classified

SPH's online classified include ST701, the leading online marketplace for jobs (STJobs), property (STProperty), cars (STCars) and general classifieds (STClassifieds), sgCarmart and Streetsine.

SPH's regional joint venture online classified business has a number of leading online classified sites in the region.

Events and Exhibitions

Sphere Exhibits, Sphere Conferences, Exhibits Inc and Bizlink Exhibition Services organise innovative consumer and trade events and exhibitions as well as large scale conferences in Singapore and the region. 


SPH has a 22 per cent stake in preschool and enrichment provider MindChamps.

For more information, please visit