Celebrate Creativity: The 16th Effie Awards Light Up Marina Bay Sands
The dazzling 15th Effie Awards Singapore unfolded last Thursday night (May 10) at the iconic Marina Bay Sands, where the marketing world hung its hats. The ceremony saw 14 trophies handed out—3 Gold, 6 Silver, and 5 Bronze—to the sharpest minds behind ideas that actually deliver.
What Makes an Effie?
The Effies spotlight projects that live up to the slogan: “Ideas that work”. Winners are those that fuse strategy, creativity, and measurable ROI, proving that good thinking can turn into real business results.
The Judging Process
A panel of more than 30 top-tier S‑G ad pros curated the winners after two rigorous rounds of evaluation. They scrutinized campaigns from the ground up, ensuring that only the most compelling and successful ideas made the cut.
Big Shots That Shone
- UOB and Income burst onto the scene, each capturing 2 Golds—a golden moment for both brands.
- Both companies also snagged a mix of Golds and Silvers, cementing their status as marketing heavy‑weights.
Agency Highlights
Leading creative houses took home the accolades—including BBH, Ogilvy & Mather, Asatsu‑DK, DDB, JWT, and Entropia—each bringing fresh and impactful work to the stage.
Why It Matters
For the marketing community, these awards are more than shiny trophies; they’re a benchmark of excellence and a reminder that innovation married with strategy still wins the day.
When the night let out, the sea of applause closed the brilliant chapter of advertising brilliance at Marine Bay Sands, reminding everyone that in the realm of marketing, the best ideas still keep winning hearts—and wallets.
2018 Effie Awards: A Victory Lap for Singapore’s Advertising Stars
When the cheer squad of the Effie Singapore 2018 concluded, the applause didn’t stop there. John Hadfield, the Chair for that year, gave a heartfelt nod to the ten‑plus teams that nailed the coveted “gold standard” badge.
John Hadfield’s Take (in a nutshell)
- “Dude, snagging an Effie isn’t a walk in the park. It’s a real, honest‑to‑goodness challenge.”
- “Big fan‑fare to the fourteen rockstars who got the judges’ nod.”
- “Thanks to every single one of you for keeping this award the gold standard in our scene.”
John’s words were a sweet reminder that the Effies aren’t just another trophy; it’s a badge that says: we really nailed it.
Shufen Goh Highlights What’s New
Meanwhile, Shufen Goh, the brains behind R3 Worldwide and the President of the Institute of Advertising Singapore, hit the mic with exciting stats.
- “We rolled out a bunch of fresh categories this year – and people are loving them.”
- “More than 30 % of all entries moved into those new buckets.”
- “Independent agencies and clients? They doubled their participation compared to 2017.”
With these numbers, it’s clear that the Effie is not just keeping up but sprinting ahead in the advertising race.
A Fun Fact
Did you know? The Effie’s “gold standard” label has become a meme among marketers for those who actually deliver results without the fluff.
All in all, 2018’s Effie Awards weren’t just a celebration. They were a hardcore acknowledgment that Singapore’s creative force is turning campaigns into art, with real results under the hood.
2018 Effie Awards: Stories that Speak Straight to the Heart
Richard Heath, Executive Director of Kantar Millward Brown Singapore and Effie sponsor shared his thoughts:
Quote of the Year
In those four years we’ve been back‑to‑back at this event, it’s been nothing short of amazing to watch the advertising scene evolve.
He said, “Brands are getting sharper at telling emotional stories that crack open on authentic Singaporean insight. The best of this year’s work feels intuitive—you just know and feel what’s being said. It hits you where it matters because understanding you was the spark behind every story.”
Spotlight on the Winners
- Brand A – “Home Is Where the WiFi Is” – A clever nod to the digital age that won hearts for its relatability.
- Brand B – “Keep Calm and Eat Dim Sum” – A playful campaign that captured the joy of family meals.
- Brand C – “Flip the Script on Credit” – An innovative approach that turned ordinary credit narratives into engaging adventures.
- Brand D – “Your Coffee, Your Story” – A story‑telling campaign that brewed personal connections over a cup of java.
- Brand E – “Singapore’s Pride, Packaged in a Smoothie” – A vibrant blend of culture and nutrition that stirred the crowd.
Want to see the full roster of this year’s champions? Just head over to the Effie Singapore website. They’ve got all the juicy details waiting for you.
