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Singapore’s Hall of Fame Awards introduces do-good category

Hall of Fame 2016The Institute of Advertising Singapore has introduced new categories for the Hall of Fame Awards this year, including an award that recognises agencies that support CSR programmes.

The “For Good” award, according to IAS, “serves to accelerate the nation’s goal of building a more inclusive and caring society” and will please the many agencies in Singapore that tend to produce do-gooding work around awards season.

IAS is the latest in a number of awards to introduce categories that recognise work that supports good causes, and the growing swathe of companies that are attempting to build social and environmental causes into their brands.

Do-gooding work from Singapore received special recognition at Cannes this year following the ‘I Sea’ app furore, when an idea from Grey Singapore to save refugees turned out to be a fake but was awarded anyway.

For National Day at the beginning of August, rival telcos StarHub and Singtel launched campaigns around social inclusion in the same week.

Also being introduced at the Hall of Fame Awards, which is billed as the only show to focus on the people behind the work, are awards for Specialist Agency of the Year, Rising Star and Young Talent for marketers, and Young Talent – Digital/Social.

This year’s awards chair Rowena Bhagchandani, MD of DDB Singapore, said: “The creative people and organisations that are constantly redefining the possibilities of our industry’s commercial and social value are found in more diverse roles and focus areas than the categories we’ve celebrated in previous years. The new categories celebrate their unique contributions and will encourage all practitioners to continue imagining what no one else has yet imagined. It all contributes to Singapore’s role as a thriving marketing hub in Asia.”

The Hall of Fame 2016 winners ceremony is scheduled for 23 November at The Flower Field Hall, Gardens by the Bay.

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