Singapore Media Awards winners announced

Omnicom Media Group stole the show at the Singapore 4As' Singapore Media Awards (SMA) Friday night, walking away with 14 awards, vastly outpacing competing holding groups.

OMD Singapore was named Media Agency of the Year and was also the Grand Prix winner for its '50 Years of Big Mac' campaign for McDonald's licensee HanBaoBao, which in turn won Brand of the Year.

But it was sister agency PHD Singapore that was called to the podium most often, taking eight awards including Best Use of Mobile, Search and Data. 

IPG Mediabrands was the next closest competitor, bagging eight trophies split between its Singapore agencies Initiative, Reprise and UM, including categories like Best Use of Screen, Social Media and Content.

Singapore GroupM agencies garnered three awards from Mindshare, Mediacom and Wavemaker, while Publicis Media's Starcom won one award.

Here is the complete list of winners: 

Best Use of Digital
Pokémon
Reprise Singapore
Sentosa Development Corporation

Best Use of Mobile
Office of the Future
PHD Singapore
HPI Commercial

Best Use of Search (two winners)
e(VW)eryone needs a bit of TLC
PHD Singapore
Volkswagen Singapore

Spreading the Island Sunshine
Reprise Singapore
Sentosa Development Corporation

Best Use of Print
Open Letter to Our Telco Friends
Mindshare Singapore
Circles.Life

Best Use of Out-of-Home
Samsung Galaxy S10+ Out of Home Wireless PowerShare
Starcom Media Worldwide
Samsung Singapore

Best Use of Screens
See Past The Screen
Initiative Singapore
plano

Best Use of Programmatic
50 Years of Big Mac
OMD Singapore
HanBaoBao Pte Ltd (Licensee of McDonald’s)

Best Use of Social Media
Sibei Rich Asians
UM Singapore
Kao Singapore

Best Use of Data
Finding Buried Treasure: How SAP created its Demand Centre
PHD Singapore
SAP Asia Pte Ltd

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
HanBaoBao Pte Ltd (Licensee of McDonald’s)

Best Business to Business Campaign
Finding Buried Treasure: How SAP created its Demand Centre
PHD Singapore
SAP Asia Pte Ltd

Best Insight-driven Campaign
Singtel Got It Right with GOMO
OMD Singapore Pte Ltd/Amobee Asia Pte Ltd
Singapore Telecommunications Limited

Best Use of Budget
#UnboxThailand
The Media Shop
Tourism Authority of Thailand

Best CSR Campaign
See Past The Screen
Initiative Singapore
plano

Best Use of Technology
McDelivery x Grabfood (Capacity 2.0)
OMD Singapore
HanBaoBao Pte Ltd (Licensee of McDonald’s)

Best Partnership Award
See Past The Screen
Initiative Singapore
plano

Best Partnership Award (Merit Award)
Affordable Art Fair 2018
Moove Media Pte Ltd
Affordable Art Fairs Pte Limited

Brand Awards - Best International Brand
McDonald’s Singapore

Brand Awards - Most Valuable Brand
Samsung Singapore

SMA 2019 NexGen Winner
Lim Pei Shan, Nicole Rachel & Ang Hui Shan
MediaCom Singapore

SMA 2019 NexGen 1st Runner-Up
Zhang Yi Yao & 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
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 Pte Ltd (Licensee of McDonald’s)

Marketing Team of the Year - Marketer of the Year
Agatha Yap
Senior Director, Marketing, Menu and Digital Innovation
HanBaoBao Pte Ltd (Licensee of McDonald’s)

Grand Prix
50 Years of Big Mac
OMD Singapore
HanBaoBao Pte Ltd (Licensee of McDonald’s)

Media Agency of the Year
OMD Singapore