BBH Asia Pacific picks up Grand Prix and Creative Agency of the Year at SPH iink Awards
BBH Asia Pacific was named Creative Agency of the Year as well Grand Prix winner at Singapore’s SPH iink Awards.
It was a 100% hit-rate for BBH year, with every category entered reaping its reward with two gold’s, a silver and a Grand Prix.
Other Gold winners included Tribal DDB Singapore who picked up two for Volkswagen, DDB Group Singapore for Singapore Air Force, SPH Creative Services, TBWA Singapore for Asia Square, BBDO Proximity for SingTel.
BBH’s winning campaign – “Essentials” featured the insurer’s latest life and health premiums that match the cost of daily consumer needs such as rice, bread and milk. The idea was simply to put affordability in a different context that was both surprising, engaging and very easy to understand.
Jonathan Kang, Associate Account Director, BBH AP said: “This serves as continuing recognition of the work we are creating for NTUC Income. Stand-out stuff, for work done in a local market, in what is often dismissed as a boring and formulaic category,”
Mel Du Toit, Creative Director of TBWA\Singapore said of their Asia Square win: “The removable tie idea was a smart way to demonstrate a simple transition from formal to casual, making Asia Square not only a great place to work, but also an exciting place to socialise. Our client, Asia Square, deserves half the credit for this win. Their brief gave us the freedom and insight to deliver an awarding winning concept.”
2 Comments
Here’s a possible (and some may even say, real) scenario that might do agencies some good to reflect upon. If a media owner acts acts all palsy walsy in public with ad agencies… but actually creates its own advertising division that undercuts the same agencies that supply its livelihood by: a) offering the cheapest and arguably worst creative product around and b) stealing business from them….and then to top off all the hypocrisy, hosts an award show for them to make it look like they’re all good buddies…what would you call that?
How does any self respecting agency even go up on stage to attend or accept an award like that? Maybe they are saying that it’s ok to screw them if you wine and dine them first.
Can you imagine if the Guardian or NYT started an ad agency for advertisers? It would cloud any bit of journalistic integrity they might aspire to. How could you ever run a story that is critical of a company who is actually paying you to do ads for them?
That’s called feeding the hand that bites you.