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  My4AsNews {October 2007}
   

The Singapore Creative Circle Awards Evolves with the Changing Communications Landscape

In ensuring that the Creative Circle Awards (CCA) continue to maintain the highest level of creative standards and to reflect the changing media landscape, the 4As Creative Advisory Panel (CAP) has implemented several changes by refining the rules and categories for CCA this year.

Making Gold More Valuable
This year, we will limit the number of Golds awarded. One Gold will be awarded per sub-category. No limit will be imposed on other medals (Silver and Bronze) awarded, except in the Public Service & Charity categories, where we will award up to three other medals.

Each discipline will continue to be given the opportunity to win the Best of Show Gong for their respective discipline.

Creating New Ranking Tables
Apart from having their own Best of Show Gong, each discipline will also have its own ranking table, giving the work the chance to be judged and ranked by experts in each discipline. This recognises the importance and growth of these disciplines.

New this year, is a separate ranking table for craft categories. Points awarded to craft awards are strictly for craft professionals and will not be included in any other discipline ranking table.

Refining Categories
In addition, the Direct Mail discipline has now expanded to include Promotions, in recognition of the growing importance of this discipline.

Tightening Rules
To protect Singapore 's reputation as a professional creative hub , the 4As with the assistance of the CAP, has taken steps to minimize initiative ads. In addition to limiting the number of medals given to Public Service & Charity categories, the 4As has applied stringent management of the entry verifications and size of the ads.

“We want to restore Singapore 's creative reputation. If we don't, we will find ourselves in the paradoxical situation at International Award shows with real work increasingly penalized on the assumption that all Singapore work is not real,” said Linda Locke, CAP Chairperson.

Involving the Clients
Along with the other steps taken, clients will be encouraged to participate this year. Medal (Gold, Silver, Bronze) winners in the print/poster category will be reviewed by a group of selected local, regional and international clients. They will highlight their favourite pieces and explain why the creative idea appeals to them. The media choice will be left to the CCA Chairman to choose year on year.

“I'm conscious that CCA has to remain a celebration of creativity judged by our industry professionals. What this does, is to involve the clients and hopefully create a global client community where we can all interact, share opinions and hopefully learn something along the way,” said Calvin Soh, CCA 2007 Chairman and Vice-Chairman, Chief Creative Officer-Asia of Publicis.

“David Patton of Sony Europe (soon Chairman of Grey UK) has come on board. He has a better reel than most of us, with Playstation's DoubleLife, Sony ‘Balls' and ‘Paint'. Joining Patton is Tim Parkinson, SEA Nike Marketing head who has Nike's “The Cage” featuring Eric Cantona under his belt,” added Soh.

Lastly, with the industry constantly changing, an award – The Innovation Gong - will be initiated this year, for an idea that is media neutral, inspiring to the industry and “uncomfortably” new; in the spirit of the Titanium at Cannes Lions. The award will carry points equivalent to a Gold and have its own trophy. The jury from three disciplines - Advertising, Design and Direct Mail / Promo – will vote on the winning idea for The Innovation Gong.

For more information on CCA, visit www.creativecircle.com.sg

The winners will be announced at The Gong Show, held at the Ritz-Carlton Millenia on November 29.

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