Julie Tilley Chairman Chairperson Media Committee, Managing Director, Initiative Media Singapore. 1. Having worked with successful creative & media agencies that won industry recognition what have you seen as being the most effective and innovative element in Out-of-Home campaigns? In a small, high density country such as Singapore there is a wealth of opportunity to cost efficiently engage consumers outside their home or place of work. The executions that

resonate with me are those made specifically for outdoor. Simple ideas strategically placed that stand out such as the DHL large format signage on the ECP and the Initiative/ Johnson & Johnson double panel strategy outside all distribution outlets. Recent innovations in out of home media, is the discovery and creation of new media spaces. The Moove Media campaign is a great example of integrating new & traditional outdoor spaces. They planted cows in parks and cow tails on the back of buses and taxis. The campaign, targeted at the ad industry, generated a huge amount of buzz and won the Best use of Outdoor at the 2005 Singapore Media Awards.

2. Are the 4As spearheading the Singapore media and advertising fraternity ahead of the world’s best practice?

The 4As are spearheading best practices for the advertising industry in Singapore, inline with what is happening on the international arena.

3. Can you tell us what is the Media Committee’s focus within the charter of the 4As?

The focus of the media committee is to unite all the media agencies together and discuss issues andopportunities relevant to media agencies or media departments. An example of this collaboration is theinaugural Singapore Media Awards launched last year with great success. The SMAs showcase andcelebrate the importance of outstanding media thinking and strategising behind highly successful advertising campaigns. The first half of this year the committee focused on resolving the TAM data impasse.

4. What are the two major industry initiatives 4As promote or support in Singapore?

The 4As have created a variety of awards to reward & recognise the great talent in Singapore; CCAs(Creative Circle Awards) SMAs (Singapore Media Awards) & the Crowbars (for students). The second initiative would be providing a voice for the industry and supporting both large & small agencies on any issues they have or advice they may seek.

5. What is going to be the main focus for the 4As in the next 12 months?

The continuation of the awards, support for the industry and increasing our dialogue and co-operation with other 4A or advertising industry bodies across Asia. 4As will also be actively involved in Media Circulation Services (MCS), which was jointly set up by 4As, Singapore Advertisers Association (SAA) and Advertising Media Owners Association Singapore (AMOAS) to provide audit and certification of publications. With 4As taking over the helm at MCS from SAA this year, this is certainly an area that we need to focus on.
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