APPIES 2012 – A showcase of 100 BEST Marketing Campaigns

26 & 27 July @ NUS Society

Fierce competition is expected at APPIES 2012 (www.appies.asia) where
100 of the top marketing campaigns from 16 countries in Asia Pacific
will vie for 10 Gold Medals. An annual two-day festival of the best
marketing ideas, it brings together the brightest minds in the
industry to celebrate excellence, network and exchange knowledge.

Now in its third year, APPIES 2012 brings the audience up close and
personal with some of the most compelling campaigns through its unique
LIVE presentation format.

“Growing year on year in attracting the crème de la crème to compete
and be recognised for their brilliance in marketing strategy,
creativity in execution and performance in delivering real business
results, the APPIES continues to be a prestigious annual awards
festival. Organised by the Institute of Advertising Singapore, it is
also one of the most invigorating and inspiring knowledge exchange
platforms for marketers in the region.

This year too, APPIES will include two days of LIVE campaign
presentations and stimulating keynote sessions by industry experts
from some of the most admired companies. That’s why we like to think
of APPIES as the TED for marketing.

Join us as we look forward to Rewriting The Clichés Of Marketing at APPIES 2012!

Goh Shu Fen
Chairman, APPIES 2012

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comScore validated Campaign Essentials gets global adoption from world’s leading brands

comScore, Inc., a leader in measuring the digital world, has announced
that several global brands across multiple continents are using
comScore validated Campaign Essentials™ (vCE) for measurement of their
online ad campaigns.The respective brands will use vCE to validate
whether the ads in their campaigns were delivered in-view, in the
right geography, in a brand safe environment, and absent of fraudulent
delivery, as well as whether or not the ads were delivered to the
right target audience. comScore has conducted more than 2,600 studies
worldwide since launching Campaign Essentials™ in 2009, including vCE
studies across 28 countries since the product’s introduction in
January 2012. More than 120 advertisers and agencies and 80 publishers
and ad networks around the world have contracted comScore for digital
campaign measurement.

In Europe, vCE is being used by advertisers Kellogg’s, Kimberly-Clark,
Jaguar, Nivea, O2, and Procter & Gamble. Advertisers in the Asia
Pacific region working with the service include America Express, Cebu
Pacific Airways, Johnson & Johnson, Procter & Gamble, Singapore
Tourism, Sony, Starwood Hotels, Tiger Airways, Unilever and Wrigley.
These brands are in addition to the dozens of blue chip advertisers
already among comScore’s roster of U.S. brands running vCE, such as
Allstate, Chrysler, Discover, E-Trade, Ford, General Mills, Kellogg’s,
Kimberly-Clark, Kraft, and Sprint. Leading publishers to adopt vCE
include Microsoft and Forbes.

“GRPs must be truly cross-media comparable if digital is ever going to
effectively compete with TV for ad dollars. While viewability is
indeed a critical component of campaign delivery and management, what
sets vCE apart is its ability to validate delivery across all key
measures of ad delivery, including viewability, geography, brand
safety and fraud,” said Linda Abraham, comScore co-founder and CMO.
“We are delighted to work with so many iconic global brands across
multiple continents as they seek enhanced validation for their digital
campaigns. This solution provides greater transparency across the
digital ecosystem and empowers advertisers to optimize their campaigns
on-the-fly for better campaign management and ROI.”

CARLSBERG Named OFFICIAL BEER Of The SINGAPORE INDOOR STADIUM

Global beer icon Carlsberg has been named the Official Beer of the
Singapore Indoor Stadium (SIS). Under the agreement sealed by World
Sport Group, the exclusive commercial partner of Singapore Sports Hub,
it will enjoy branding opportunities and exclusive pourage rights at
the venue for its wide range of beer and cider products including
Carlsberg Green Label, Carlsberg Gold, Kronenbourg 1664, Kronenbourg
1664 Blanc and Somersby.

“We are extremely proud to have been appointed as the Official Beer of
Singapore’s premier multi-purpose sports and entertainment facility.
We look forward to enhancing event goers’ experiences with our
presence,” Bart Lim, GM, Carlsberg Singapore.

“We are delighted to have Carlsberg on board as the official beer
partner of the Singapore Indoor Stadium. The availability of one of
the most well-known brands of beer will ensure that patrons to the
Singapore Indoor Stadium will enjoy an enhanced experience at the
various events where alcohol is served,” Mark Collins, Managing
Director, Singapore Indoor Stadium.

Carlsberg’s sponsorship of the SIS follows the recent signings of
MasterCard and Jack Daniel’s. This is the first time that in-venue
sponsorship opportunities have been available at the SIS and several
more new sponsors are expected to be announced in the coming weeks.

iris gets ‘Ready to Run’ with adidas

iris and adidas SEA reignite the global adidas ‘All-in’ campaign with
latest range of adidas ClimaCool running gear

Award-winning creative agency iris Worldwide takes to the running
track with adidas’ star-studded line-up of international stars like
pop icon Katy Perry, NBA’s Most Valuable Player in 2011, Derrick Rose
as well as football phenomena Lionel Messi and David Beckham in
launching their new line of adidas ClimaCool running gear as part of
the adidas global ‘All-in’ campaign in its second instalment in SEA.

Aptly titled ‘Ready to Run’, adidas sets to build momentum through a
series of on-ground and online challenges to drive awareness of the
adidas ClimaCool range, engineered to provide a 360° ventilation
system to enhance better breathability for the wearer while running.

Aimed primarily at next generation youth who are both physically
active and well-connected via social networks, adidas has set up a
series of activities powered by Facebook. Starting from 15 April and
running through to 6 May 2012, participants will be challenged to
complete a number of time-sensitive tasks in order to unlock hundreds
of dollars of rewards, ranging from adidas vouchers to a dinner date
with two of adidas’ local brand ambassadors.

The ‘Ready to Run’ campaign will be activated across six countries in
Southeast Asia – Singapore, Indonesia, Malaysia, Thailand,
Philippines and Vietnam.

Chairperson for Singapore Media Awards (SMA) Vandana Jagwani

Organized by the 4As Singapore, the Singapore Media Awards is into its
8th year and remains the pinnacle event for the media industry,
honouring creativity and innovation in 21 award categories.

The association has appointed Vandana Jagwani as Chairperson. Armed
with more than 15 years’ multi- market experience in strategic
marketing, brand & communication management, Vandana has been
intimately involved with a range of industries across financial,
retail, luxury, travel and non-profit organizations. She has held past
senior positions at Barclays Bank, WPP Group and the World Gold
Council.

“We live in a complex landscape of constantly evolving patterns of
media consumption and reduced attention spans of consumers. Today, the
survival of a brand to rise above the noise, depends primarily on
creativity and innovation. In such an environment, the 4As plays a
strategic role in setting benchmarks for excellence in the media
industry and recognizing talent. A true measure of performance, the
SMA Awards honours compelling work and acknowledges the human spirit.
I feel privileged to have been chosen to lead SMA 2012. I look forward
to working with a lot of talented professionals and their winning
ideas,” says Vandana, GM of Mediacom.

AdLib is a Media Sponsor of SMA 2012.

Singapore Flyer celebrates 4th Anniversary on Social Media

To celebrate its 4th anniversary, Singapore Flyer, the largest
observatory wheel in the world, has appointed noisycrayons to launch a
consumer engagement campaign via Facebook.

The campaign ‘Step in 4 a Turn in Time’ positions the Singapore Flyer
Fan Page on Facebook as a City Concierge for tourists and Singapore
residents who want to find out more about the island and are looking
for a lifestyle destination to unwind and have fun.

The campaign marks a sustained effort to engage audiences on topics
about Singapore’s history, culture, entertainment, food and leisure.
Deployed on Singapore Flyer’s Facebook Fan Page where more than
160,000 fans congregate, ‘Step in 4 a Turn in Time’ takes visitors on
a time travel flight on board a virtual Singapore Flyer capsule.

Visitors are invited to step in for a virtual flight to find out about
the past and present of prominent landmarks around Singapore Flyer.
Visitors are also encouraged to rally their friends to step into a
virtual capsule to receive instant rewards that include a luxurious
3D2N stay at The Ritz-Carlton, Millenia Singapore and an indulgent
Full Butler Sky Dining experience for two.

Through the 4-week campaign, the Singapore Flyer hopes to create
moving experiences for visitors and their loved ones atop the world’s
largest observatory wheel.

Mr Ong Boon Teck, Senior eMarketing Manager of the Singapore Flyer,
hopes that the anniversary celebrations on social media will create
emotional connections between Singapore Flyer and the huge number of
local and global followers. “For Singaporeans, it evokes a sense of
nostalgia as we reminisce over the old days. For our friends from all
over the world, this interactive campaign presents opportunities for
visitors to be wow-ed by the developments that have drastically
changed our skyline and cityscape in recent years.”

The campaign runs till 7 May 2012. Visit the Singapore Flyer Facebook
Fan Page at http://www.facebook.com/singaporeflyer

OMD Malaysia Promotes Margaret Lim to MD

OMD Malaysia’s General Manager, Margaret Lim, has been promoted to the
position of Managing Director. In her new role, Margaret will be
charged with the leadership of OMD, Malaysia, spanning operations,
strategy, business development and talent management.

An OMD Malaysia employee since 2002, Margaret has been instrumental in
winning key pitches and retaining existing business. Prior to OMD,
Margaret has worked with DDB, JWT and Lowe in Malaysia in key roles.

“Margaret is ideal for this role. Over the years, she has contributed
significantly to OMD’s growth in Malaysia and displayed exemplary
skills in strategic thinking, brand building, ideation and team
building. I respect her as a colleague and I am confident that she
will step up to the role as the MD of OMD with grace and a can- do,
winning attitude,” Andreas Vogiatzakis, Managing Director, Omnicom
Media Group, Malaysia.
“A charismatic leader, Margaret has done a great job in establishing a
strong, positive and productive work environment and the promotion is
well-deserved. In Margaret, we have an enterprising leader who is more
than capable of taking OMD to new heights of excellence in Malaysia,”
said Steve Blakeman, CEO, OMD, Asia Pacific.

Commenting on her promotion, Margaret Lim said, “The challenges and
opportunities over the last ten years at OMD have certainly enriched
my experience as a professional and it can only get better. I am
thankful for this broader leadership opportunity and look forward to
driving excellence for the organization.”

Margaret will report to Andreas Vogiatzakis, and her promotion is
effective from May 1st.

FILIPINO FANS OF DISCOVERY CAN EXPLORE MORE OF THEIR WORLD ON SKYCABLE WITH THE LAUNCH OF DISCOVERY KIDS

Discovery Networks Asia-Pacific, a division of Discovery Communications, announced that it has launched Discovery Kids on SKYCable in the Philippines, making it one of the first markets in Asia-Pacific to offer the channel to subscribers.

“With the entry of Discovery Kids and expansion of TLC, our portfolio in the Philippines now includes something for everyone from young to old. Both brands deliver on our brand promise to provide quality programming and give our audience an opportunity to explore their world from the comfort of their homes,”Kevin Dickie, senior vice president and head of content, Discovery Networks Asia-Pacific.

A unique network in kids’ genre, Discovery Kids offers children a fun and entertaining way to satisfy their natural curiosity and explore their world with stimulating and imaginative programming. The network will ignite viewers’ imagination through its compelling and differentiated content. Discovery Kids seeks to entertain and educate children with content that sparks their curiosity and helps develop their cognitive, social, emotional and personal skills, bringing families together by promoting co-viewing with parents.

The core values of Discovery Kids in Asia-Pacific include being transformative (by providing an immersive world that sparks wonder and curiosity), smart (by giving creative surprises for enquiring minds), playful (by stimulating learning and imagination in a fun and innovative way) and educational (by creating a trusted atmosphere for engaged learning). Some programming highlights from Discovery Kids include Discovery-produced HEADRUSH featuring Kari Byron from the popular hit series MYTHBUSTERS, THINK BIG and WILD KRATTS.

Moove Media’s In-House Printing Goes Green

Moove Media’s new environmentally friendly eco-solvent printers

The Company behind the famous grazing cows goes Green.
In line with the Green Statement that its parent company,
ComfortDelGro Corporation Limited, had issued in 2007, Moove Media has
become the first amongst transit media owners in Singapore to switch
its current large-format hard-solvent ink printing machines for
environmentally friendly ones.

The new eco-solvent machines produce more vibrant advertisements in richer colours

The new eco-solvent printing machine uses an eco-friendly grade of
mild-solvent ink that emits about 50% less fumes and odour during
printing. This creates a safer and more comfortable working
environment in that the production team, which used to wear masks, no
longer needs to do so now.

These environmentally friendly printers are by no means less than
their predecessors. With finer touch points and better accuracy of up
to 1,440 dpi, they are able to produce more refined images in richer
and more vibrant colours, while reducing the risks of uneven printing.

Says Mrs Jayne Kwek, Chief Executive Officer of Moove: “This is an
improvement from previous printing machines, and a valuable pitching
point for us as forerunners in the industry. Moreover, the switch to
eco-solvent ink printing machines demonstrates our care for the
environment, as well as the well-being of our staff.”

‘EARNED’ MEDIA MOST TRUSTED BY CONSUMERS IN ASIA PACIFIC: NIELSEN

Spurred by media fragmentation, consumers continue to rank recommendations from people they know and online consumer opinions in top 2 spots Increasing relevance of and trust in ‘earned’ media offer opportunities for advertisers to leverage cross-platform campaigns to drive brand awareness, loyalty and sales

The importance of ‘earned’ media as a form of engaging with consumers has increased significantly in recent years, with word of mouth and online consumer reviews ranked by consumers in Asia Pacific as the most-trusted form of media or advertising, according to a recent study undertaken by Nielsen, global provider of information and insights into what consumers watch and buy.

The Nielsen online study into consumers’ level of trust in various forms of media and advertising and the relevance of information contained in media and advertising, found that 94% of Asia Pacific consumers trust earned media, such as word of mouth and recommendations from friends and family, above all other forms of media and advertising.

Consumer opinions posted online is the second most trusted form of media and advertising, with more than three quarters (76%) of Asia Pacific consumers indicating they trust this the experiences of others’ shared online. Significantly, consumers’ trust in both word of mouth and online consumer reviews has increased exponentially in recent years, with word of mouth up 15 points in the second half of 2011 compared to the first half of 2007, and online consumer reviews up 14 points over the same period.

Television, which enjoys the lion’s share of advertising expenditure in the Asia Pacific region, ranks as the most trusted form of ‘paid’ advertising for consumers in Asia Pacific, with 55% indicating they trust ad messages delivered via TV. This was followed by other paid ads including magazines (54%) newspapers (52%) cinema ads (47%) and ads on the radio (47%). Although paid advertising on new media platforms, such as social networking sites, text ads on mobile phones and online banner ads, still trails traditional forms of advertising in terms of the degree to which consumers trust it, this appears to be shifting; text ads on mobile phones and online banner ads posted some of the highest gains in consumers’ trust levels since 2007, up 18 points and 13 points respectively.

Consumers across the Asia Pacific region also regard ‘earned’ media content as the most relevant when it comes to looking for information on products and services, with information delivered via word of mouth and online consumer reviews ranking as the two most relevant forms of product information. In contrast, information delivered via ads on newer media platforms such as online video and banner ads, ads on social networks and mobile ads held less relevance to consumers than more traditional forms of advertising, a possible indicator that the messages contained in these ads is not yet hitting the mark.