OMD Singapore takes top honours with McDonald’s licensee HanBaoBao, while PHD Singapore leads award count.
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.