Marketing Interactive, 28 July 2016 Gold: Mindshare Singapore Owned by: WPP Headed by: Melissa Tang, managing director (pictured)
Mindshare Singapore saw a busy 2015 in which it launched a slew of new initiatives, one of which was its solution suite, future adaptive specialist team (FAST), which aims to provide data-led adaptive marketing services to brands. FAST comprises six services which are: data management, performance marketing, programmatic strategy, real-time marketing, digital analytics and managing big data, all going towards demonstrating Mindshare’s ability to constantly and quickly adapt to the needs of the day.
The media agency also built FAST services specifically for five sectors: consumer packaged goods, banking, consumer healthcare, telecommunications and automobile to drive business in emerging markets. It allows clients to adopt and implement adaptive marketing strategies covering programmatic, performance marketing, customised data alliances, digital analytics, data management platforms and real-time marketing.
In February 2016, Mindshare launched a first-of-its-kind programmatic buying unit called ULTRA for Unilever in ASEAN, which aims to drive digital media quality measures around complete viewability, transparent brand safety, high in-target delivery and strong fraud avoidance. Working actively on campaigns, Mindshare Singapore helped Prudential Singapore’s recent campaign, “Relationship Reconnect”, reach its target audience through broadcast, Facebook and YouTube, programmatic and outdoor media.
Silver: ZenithOptimedia Owned by: Publicis Groupe Headed by: Helen Lee, managing director
ZenithOptimedia had a great 2015, concluding the year with 10 new businesses to its portfolio, headlined by its prestigious win of Singapore Airlines’ global business. The agency’s strong foundations for success are evident from its long-time clients such as Borneo Motors Group (19 years), CDL Group and LVMH Group, both of which have been with ZenithOptimedia for nearly a decade.
ZenithOptimedia offers traditional media agency services such as media planning and buying, as well as strategy and consulting services, digital strategy, SEM, SEO, analytics, sponsorship, branded content and digital creative. These services are provided with the help of programmes such as Ninah, Performics, Newcast and Resultrix.
The agency’s vision remains to provide clients with a far wider variety of their marketing needs than it has ever been able to do in the past. This led to ZenithOptimedia creating its unique strategic product, owned first, which is based on the premise that a client’s owned media assets are more powerful than their paid assets.
Bronze: Havas Media Singapore Owned by: The Havas Group Headed by: Melvin Lim, CEO, Singapore and Malaysia
From being a challenger brand in the industry to emerging as one of the fastest growing media agencies, 2015 proved to be a great one for Havas Media Singapore, as it had massive new business wins, strong talent influx, impressive industry accolades and a diversification of offerings.
The agency won all 13 of its major pitches it was invited to – winning key accounts such as Singtel, Changi Airport, Capitaland, Warner Bros and Gardens by the Bay. Havas Media Singapore continued to develop and strengthen its offering in accordance with its digital-at-the-core philosophy that focused on integration through intersection and creativity, technology and data.
The agency put together a new team to fulfil its vision of providing a comprehensive content marketing solution to clients that could be executed end-to-end. A successful product from this initiative was POSB’s multi award-winning Neighboursfirst.sg digital storytelling platform.
Local Hero: The Media Shop Owned by: Independent Headed by: Gary Tang, co-founder and executive director; Jessica Toh, co-founder and regional business director
The Media Shop has enjoyed seven joyous years in the industry, and has maintained strong relationships with its longtime clients such as Dan Stevenson, Oanda Asia Pacific and CA Technologies. 2015 was a great year as The Media Shop managed to win over eight reputable clients to work on their marketing campaigns, including Extra Space Asia, Costa Coffee and Wildlife Reserves Singapore.
The agency analyses data, provides insights to its clients and crafts effective campaigns with the help of the Nielsen Media Index, Nielsen Digital Ad Ratings, comScore Media Matrix and the Global Web Index. Campaigns are also closely monitored and optimised by cutting under-performing segments while scaling well-performing ones using Google Analytics, DoubleClick, Hootsuite and Socialbakers. An outstanding campaign by The Media Shop over the past year was one created for NETS to promote NETS FlashPay.
Finalist: Maxus Owned by: WPP Headed by: Desh Balakrishnan, managing director
Priding itself as the only media agency “born in the digital age”, Maxus helps clients to get the best from today’s increasingly complex and confusing communications landscape. In April 2015, Maxus launched a marketing command centre, MESH, which reads environmental signals in real-time to help its clients react in real-time to all the chatter around the brand.
Finalist: Mediatropy Digital Agency Owned by: Independent Headed by: Astrid Boulle and Pierre De Luca, co-founders
Mediatropy had a great 2015 and consolidated its presence as an innovative agency, providing customers with highly creative ideas, maintaining a tight control on quality and striving to over-deliver. Mediatropy was appointed the creative and media agency of record for the HSBC World Rugby Singapore Sevens, and also won pitches for OPI, Clio and Sally Hansen in the past year.
Finalist: OMD Singapore Owned by: Omnicom Media Group Headed by: Chloe Neo, managing director
OMD started 2015 with the plan to stay relevant, authentic, bold and ahead of the curve to be a solutions-focused agency. Its strong local presence has been further consolidated with new clients such as NTUC Enterprise, Ministry of National Development, Land Transport Authority, and Pandora.
Finalist: PHD Singapore Owned by: Omnicom Media Group Headed by: Ang Wan-Gyn, managing director
With 2015 marking the agency’s 25th anniversary globally, PHD had a great year with the objectives to produce enviable award-winning work. A key campaign from PHD was one for Johnnie Walker, which saw a partnership between the agency and lifestyle portal Mr. Porter, allowing the full Wager 2 campaign to reach a hyper relevant and receptive audience which quickly outperformed its predecessor’s success.
Finalist: Starcom Mediavest Group Owned by: Publicis Groupe Headed by: Patricia Goh, managing director, Singapore
Over the past year, Starcom Mediavest Group (SMG) has done well in winning over new businesses. New clients include the National Environment Agency, Land Transport Authority, Ricola and AIA. These add to the list of clients SMG already has, which includes long-standing clients such as Richemont, Far East Organisation, Nippon Paint and Kellogg’s.
Gold: Vizeum Singapore Owned by: Dentsu Aegis Network Headed by: Shrivathsa Raghunathan, MD and Hui Cheng, Yang, business director
Vizeum Singapore saw three critical developments in 2015: further developing its already leading consumer insight system, CCS, a bespoke partnership with Facebook, and a data visualisation tool to significantly improve business KPIs. Vizeum saw the win of several new businesses and renewed its relationships with clients such as CIMB Bank and Burberry Group for an additional two years. Source: Marketing Interactive