25 Winners Raise the Bar at Effies Singapore 2014

Winners of the highly-coveted Effie Awards Singapore were unveiled and honoured at the Gala Dinner on Friday night at the Pan Pacific Hotel. 

Held annually by the Institute of Advertising Singapore (IAS), the Effie Awards Singapore is judged on effectiveness, recognising outstanding marketing communication work that draws on insightful strategy and creativity to yield impactful results. 

A jury of Singapore’s leading senior advertising and marketing professionals, led by Effie Singapore Chairman Ben Lightfoot, awarded a total of 15 awards this year. 4 Gold, 5 Silver and 6 Bronze awards across 10 categories were handed out to 25 winning marketers and agencies. 

DDB Group Singapore and OMD Singapore led the charge, taking home 6 awards each. The Health Promotion Board picked up two Golds for ‘I Quit 28 Day Countdown’ and ‘Recipe’. ‘The Great Human Experience’ by Ogilvy & Mather Singapore for the Singapore Tourism Board and ‘Arthur’s Day 2013’ by BBDO Singapore/ZenithOptimedia for Guinness were also awarded Gold. 

Commenting on the winners’ roster for this year’s Effies, Effie Singapore Chairman Ben Lightfoot said, “We are incredibly pleased with all of the submissions and their exceptional quality. This year’s entries have certainly continued to set the bar high for marketing effectiveness. The award winners clearly demonstrating a distinction in how they innovated to change perceptions and behaviours to drive results. I’d like to congratulate them all on behalf of IAS, Effie and the jury.” 

An analysis of the medallists by research agency and presenting partner, Millward Brown, showed that successful brands and marketing strategies placed equal importance to achieving long-term brand value as well as sales targets. With a well-defined clarity of purpose and point of differentiation for their brands, products and services, 90 percent of the winners at the Effies 2014 saw a significant increase in sales. 

“A focused creative strategy emerged as the key point of differentiation that set the award winners apart from other entrants,” said Priti Mehra, Managing Director, Millward Brown Singapore. “While it is becoming increasingly difficult for brands to stand out in the crowd, the building blocks of an effective campaign remain the same – a well-defined goal complemented by strong insights, and amplifying the message in an innovative and connected manner. We are proud to continue supporting clients and brands in their development and growth by providing a better understanding of industries, audiences and consumers in the region.”