UOB & Income emerge as top winners at the Effie Awards Singapore 2018

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1 PRESS RELEASE UOB & emerge as top winners at the Effie Awards 2018, 10 May Fourteen Effie awards (3 Gold, 6 Silver and 5 Bronze) were presented at the Gala Dinner tonight, held at Marina Bay Sands. Organized by Institute of Advertising (IAS), this is the 16 th Effie Awards. A jury panel of over 30 judges, comprised of s most renowned marketing and advertising professionals determined the winners after two rounds of intense judging. UOB & emerged as the top brands for the evening, with 2 Golds and a Gold & 2 Silvers respectively. BBH, Ogilvy & Mather, Asatsu-DK, DDB, JWT & Entropia were the winning agencies. On the 2018 winners, John Hadfield, Effies 2018 Chair, commented, It is, and should be, a hard task to achieve an Effie. Congratulations to the fourteen winners that convinced the judges of their merits. And thanks to everyone for their continued support in making the Effies the gold standard effectiveness award in. Shufen Goh, Principal and Co-Founder, R3 Worldwide, President of Institute of Advertising (IAS) commented, "We have introduced new categories this year and they are well received. More than 30% entries received are under new categories. Entries from independent agencies and clients have also doubled from Richard Heath, Executive Director, Head of Kantar Millward Brown and Effie sponsor commented, In the 4 years we ve been involved, it s been inspiring to see how the work has evolved: brands are becoming more and more adept in telling emotional stories teased out from true human insight. The best of this year s work is intuitive. You immediately know, and feel, what it is trying to say. It resonates at the core of your being because an understanding of you was the inspiration in the first place. The full list of 2018 winners can be viewed at For more information, please contact Ms Susan Chee, Executive Director or Ms Kim Fam, Marketing Manager, IAS, Tel: or visit the website for more information. Page 1 of 7 Institute of Advertising (IAS) 60 Paya Lebar Road #05-14 Paya Lebar Square Telephone:

2 About The Effies Known globally as the pre-eminent award in the industry, the Effie Awards identify the most significant achievement in marketing communications: ideas that work. Successfully combining all the disciplines of marketing communications, the Effie Awards' mission is to honour the most outstanding marketing communication works that demonstrate insightful strategy, outstanding creativity and proven results in meeting strategic objectives. Effies, run by Institute of Advertising (IAS), honours effective marketing communications across. It is a chance to celebrate the impact of the partnership between clients and agencies and to inspire people in our industry with the best of the best. About the Institute of Advertising IAS Mission: - To help the marketing communications industry in shape its future (innovate) and enable it to take a Global leadership role. - To develop industry talents through three pillars of activity: Education Excellence (awards) Exchange (enabling the network) Background: Formed in 1990, the IAS (Institute of Advertising, ) is a not-for-profit organisation that represents all parties in the marketing communications industry including marketing companies, media owners and their agencies. Its remit is to help the marketing communications industry in shape its future in a global leadership role. The IAS does this by focusing on the development of its key asset, talent. As businesses that are centred on people and ideas, the attraction, development and the retention of talent is, without doubt, the number one priority for the industry. The IAS organises educational events and programs, celebrates best practice (through award shows e.g. Effies, APPIES, Hall of Fame Awards) and facilitates the exchange of information and ideas. End Page 2 of 7 Institute of Advertising (IAS) 60 Paya Lebar Road #05-14 Paya Lebar Square Telephone:

3 2018 EFFIE AWARDS SINGAPORE WINNERS GOLD Award Category Brand Campaign Title Advertiser Agency 1 Gold Business to Business UOB (United Overseas Bank) Fortune Cat UOB BBH 2 Gold Financial Products and Services Times Have Changed BBH / OMD 3 Gold Sustained Success UOB (United Overseas Bank) Values Endure Over Time UOB BBH SILVER Award Category Brand Campaign Title Advertiser Agency 1 Silver Branded Content Times Have Changed BBH / OMD 2 Silver Branded Content Holiday Inn Little Big Travellers: Millennial Parents Guide To Travel InterContinental Hotels Group (Asia Pacific) Pte Ltd Ogilvy & Mather / Mindshare 3 Silver Sustained Success Making Insurance Make A Difference BBH / OMD 4 Silver Brand Experience HSBC Bank Choose What You Love HSBC Bank () Limited J. Walter Thompson Pte Ltd 5 Silver Brand Experience Heineken Gift-o-rater Heineken - Asia Pacific Breweries DDB Group 6 Silver Brand Experience Central Narcotics Bureau Gurd Your Enthusiasm Central Narcotics Bureau Asatsu-DK Pte Ltd Page 3 of 7 Institute of Advertising (IAS) 60 Paya Lebar Road #05-14 Paya Lebar Square Telephone:

4 BRONZE Award Category Brand Campaign Title Advertiser Agency 1 Bronze David VS Goliath Tokio Marine First Touch Tokio Marine Life Insurance Havas 2 Bronze David VS Goliath Wonda Wonda Brews a Surprising Launch in Etika Pte Ltd Entropia Holdings Pte Ltd / Havas Media Asia Pacific Pte Ltd 3 Bronze Fast Food, Casual Dining and Restaurants KFC Sorry Not Sorry KFC Ogilvy & Mather / Mindshare 4 Bronze Government / Institutional / Recruitment Health Promotion Board Two Minutes of Sweet Content Health Promotion Board DDB Group 5 Bronze Programmatic Samsung Mobile Live Unboxed: Precision Marketing Samsung Asia Pte Ltd J. Walter Thompson Pte Ltd Page 4 of 7 Institute of Advertising (IAS) 60 Paya Lebar Road #05-14 Paya Lebar Square Telephone:

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7 For more information, please contact Ms Susan Chee, Executive Director or Kim Fam, Marketing Manager, IAS, Tel: or visit the website for more information. Page 7 of 7 Institute of Advertising (IAS) 60 Paya Lebar Road #05-14 Paya Lebar Square Telephone: