Last night at the Singapore Media Awards, SingTel took home the prize for Best Use of Search.
The award is special on a number of levels. It’s a sign of how far we’ve come in such a short time. We only started using paid search on a persistent “always on” basis in 2011 shortly after we formed the Digital Marketing team.
The campaign itself (for MioTV) was special because it was born out of a PR crisis, demonstrating how Search can be harnessed to turn a situation around, make a statement about our brand and show SingTel’s dedication to do right by our customers.
All the credit goes to Lydia Ng (pictured), for the insights and sheer audacity to try something new, our colleagues at MioTV for the trust and the team at our media agency MEC for the dedication and hard work, for this campaign and many, many others.
Incidentally, this was one of two awards for SingTel that night (the other was for a radio campaign by our Youth team). It was also one of many awards that helped propel MEC to win the coveted Agency of the Year award.

When you’re a winner, you must do the “Magnum” : MEC wins Media Agency of the Year at the Singapore Media Awards 2012

For the full results of the Singapore Media Awards 2012 go to