Dr Mumbo

What ‘bright spark’ came up with that awards category? The 4As, of course

There’s nothing Dr Mumbo loves more than a good awards show. And last night, he certainly got to witness just that at the Singapore Media Awards – organised by the illustrious 4As.

Dr M got to see some great work, some great winners (see the full list below) and some great people. More than that, he witnessed perhaps the most uniquely-named awards category he has come across in all his years.

It was the ‘Bright Spark of the Year’ category, which was won by PHD Singapore account manager Kitty Walker. Congratulations Kitty, er, Dr M thinks.

Another interesting category was ‘Best Use of Budget’. Inspirational stuff for sure.

Talking about itself, the organiser says: “4As’ key objectives are to elevate the stature of this industry, provide a collective voice for the community, and nurture talent and creativity.” 

Job done 4As. Job done. Dr M salutes you.

Here is the full list of winners:

Best Use of Digital 

Pokémon – Reprise Singapore for Sentosa Development Corporation 

Best Use of Mobile 

Office of the Future – PHD Singapore 

HPI Commercial 

Best Use of Search 

e(VW)eryone needs a bit of TLC – PHD Singapore for Volkswagen Singapore

Spreading the Island Sunshine – Reprise Singapore for Sentosa Development Corporation 

Best Use of Print 

Open Letter to Our Telco Friends – Mindshare Singapore for Circles.Life 

Best Use of Out-of-Home 

Samsung Galaxy S10+ Out of Home Wireless PowerShare – Starcom Media Worldwide for Samsung Singapore 

Best Use of Screens 

See Past The Screen – Initiative Singapore for plano 

Best Use of Programmatic 

50 Years of Big Mac OMD Singapore – HanBaoBao (licensee of McDonald’s) 

Best Use of Social Media 

Sibei Rich Asians – UM Singapore for Kao Singapore 

Best Use of Data 

Finding Buried Treasure: How SAP created its Demand Centre – PHD Singapore for SAP 

Best Use of Content Beyond the Label 

UM Singapore National Council of Social Service 

Best Use of Experiential Marketing 

McDelivery: Global Delivery Day – Happy Connections Table – OMD Singapore for HanBaoBao (licensee of McDonald’s) 

Best Business to Business Campaign 

Finding Buried Treasure: How SAP created its Demand Centre – PHD Singapore for SAP 

Best Insight-driven Campaign

Singtel Got It Right with GOMO – OMD Singapore and Amobee Asia for Singapore Telecommunications 

Best Use of Budget 

#UnboxThailand – The Media Shop for Tourism Authority of Thailand 

Best CSR Campaign

See Past The Screen – Initiative Singapore for plano 

Best Use of Technology 

McDelivery x Grabfood (Capacity 2.0) – OMD Singapore for HanBaoBao (licensee of McDonald’s) 

Best Partnership Award

See Past The Screen – Initiative Singapore for plano 

Best Partnership Award (Merit Award)

Affordable Art Fair 2018 – Moove Media Pte for Affordable Art Fairs 

Best International Brand 

McDonald’s Singapore 

Most Valuable Brand 

Samsung Singapore 

SMA 2019 NexGen Winner

Lim Pei Shan, Nicole Rachel and Ang Hui Shan – MediaCom Singapore 

SMA 2019 NexGen 1st Runner-Up 

Zhang Yi Yao and Chanel Wee – Neo Media World 

SMA 2019 NexGen 2nd Runner-Up 

Jaye Tan & Larriah Bernardo – IPG Mediabrands Singapore 

Media Sales Person of the Year 

Sharon Tan, senior sales manager, Clear Channel Singapore

Bright Spark of the Year 

Kitty Walker, account manager, PHD Singapore 

Programmatic Specialist of the Year 

Brigitte Lee Cui Yi, activation specialist, PHD Singapore 

Content Specialist of the Year 

Karina Bunchoo, senior content strategist, Wavemaker Singapore Communications 

Strategist of the Year 

Cassie Ng, associate director, PHD Singapore 

Performance Specialist of the Year 

Janelle Vila, performance director, PHD Singapore 

Best Local Media Agency 

The Media Shop 

Marketing Team of the Year – Brand of the Year 

HanBaoBao (licensee of McDonald’s) 

Marketing Team of the Year – Marketer of the Year 

Agatha Yap Senior director of marketing, menu and digital innovation, HanBaoBao (licensee of McDonald’s) 

Grand Prix 

50 Years of Big Mac – OMD Singapore for HanBaoBao (licensee of McDonald’s)

Media Agency of the Year

OMD Singapore

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