Mindshare Singapore dominated the Marketing Magazine Agency of the Year 2010 awards last night, picking up recognition in four categories, and a historic first ever Overall Agency of the Year beating over 100 agencies across all marketing categories. The Marketing Magazine awards are unique to the industry because the judging panel is comprised of the only people whose opinions really matter, the clients.
In the end over 1,000 clients voted for this year’s winners and despite stiff competition from over 100 Creative, PR, Digital, Branding, Packaging and of course other Media agencies, Mindshare took home awards in two digital categories, as well as maintaining its six year winning streak as Media Agency of the Year.
Most impressively, Mindshare Singapore become the first media agency ever in this market to take home the coveted Overall Agency of the Year, leaving behind traditional heavyweights like Ogilvy, Blue Interactive, DDB, Saatchi, Leo Burnett and Edelman.
The awards tally :
• Overall Agency of the Year
• Gold – Traditional Media Agency of the Year
• Gold – Non Traditional Media Agency of the Year
• Silver – Mobile Marketing Agency of the Year
• Bronze – Search Agency of the Year
'We made a brave announcement to the industry in 2009 that we're not just another media agency, and these wins are proof that we're walking the talk,' said a jubilant Peter Diermayr, Managing Director of Mindshare Singapore.
'As we continue to be the best media agency in town for traditional planning, we've also proven our prowess in the non-traditional areas,' he continues.
In its special Agency of the Year 2010 report, Marketing noted that Mindshare Singapore usurped the majority of the marketers’ votes to claim ownership to the coveted blue cube for the Overall Agency of the Year. It is a given trend that the role of a media agency is undergoing a metamorphosis and this year’s results has only validated the change in tide.
The report also noted that Mindshare garnered significant votes in the search and mobile marketing categories, which is a testimony to where the industry is headed. Digital, for Mindshare, co-exists with traditional media. The way the agency has taken to digital and its seamless integration is reflected in its work for Tiger, Heineken, HSBC, HPB, Starhub, Nissan, Kotex and others. Its M-Social platform has helped defined the social media marketing parameters for many of its clients who were reluctant in this area in 2009.
The M-Content platform too is thriving, with many content projects in the pipeline such as ones with the Media Development Authority of Singapore (MDA), as well as a network to facilitate the exchanges of thought leaderships between MDA, content producers and marketers.
The report attributed Mindshare’s success to key factors such as the formation of the Business Planning unit to lead the integration of analytics, consumer insights and strategic planning to help clients identify new business opportunities. Not forgetting the Invention unit, often dubbed its creative arm, to provide content and digital innovation strategies for clients looking beyond traditional channels.
Lastly, it reported that with hot digital property and WPP stable mate, Blue, winning 2009’s Agency of the Year, and now with Mindshare’s claim on the 2010 edition, perhaps the era of the good old creative agency (Ogilvy won the 2008 edition) getting all the attention has passed?
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