Simple ad with a personalised touch gets top prize

More than 300 ‘Rebels’, ‘Thinkers’ and ‘Dreamers’ celebrated the imaginative with SPH in an electrifying soiree, which transformed St Regis Singapore into a dazzling imaginarium. 

This year’s big winner in the SPH iink Awards 2014 was a campaign by DDB Group Singapore for their client DBS Bank Ltd. The campaign, “DBS Private Bank”, which features handwritten notes from the bank’s bosses won Silver in the Print Campaign English and Gold in the Print Single English (for “ Test Us”).  The advertisement also beat 351 other entries to win the coveted Grand Prix award and an $8,000 cash prize.  

DDB Group Singapore also won the title of SPH iink Creative Agency Of The Year, while OMD Singapore was named iink Media Agency Of The Year for the second year running.

One of the SPH iink 2014 judges, Mr Chris Chiu, founder of Ren Partnership, said that the DBS ads stood out due to their simplicity and personalised touch. 

DDB’s associate business director Joshua Lee said his agency got DBS leaders to front the campaign as it wanted to move away from using models.  “It was a good way to instil trust in consumers by showing them who are the people managing their money.” 

Besides print categories, awards were also given out for the best Digital, Radio and Out-of-Home advertisements, to show that SPH has a comprehensive suite of marketing platforms that complement its print newspapers. Together, these platforms offer advertisers integrated campaigns to help them best achieve their marketing objectives.

There were 10 award categories this year, including the Readers’ Choice Award, which went to “Lost and Found” by client Certis Cisco.

The SPH iink Awards honours the best advertisements that demonstrate the creative use of SPH’s full spectrum of media, and is organised annually by Singapore Press Holdings’ Marketing Division.  This year, the winners were judged by a panel of 13 advertising veterans.

Mr Leslie Fong, Senior Executive Vice-President, Marketing Division, SPH, said: “As Singapore’s advertising industry becomes more crowded, the creativity hat consumers see in any advertisement becomes the x-factor that makes the ad stand out from the competition. We are proud that the SPH iink Awards has grown to be one of the biggest, recognised and most important advertising awards in Singapore, and remains the only award that recognises the effectiveness and importance of the tripartite relationship comprising creative agencies, media agencies and advertisers.”

Click here for event photos.

Click here for snippets of the SPH iink Awards Celebration Night

Click here to view the winners of SPH iink Awards 2014.