Microsoft Advertising Invites Marketers and Agencies in Asia to Join Global Creative Storytelling Contest
Two digital marketers will win a week-long Cannes Lions VIP experience
Asia-Pacific – 31 January, 2012 – Microsoft today announced the launch of a creative storytelling contest – The Microsoft Advertising Story Awards (MSAs) – which invites marketers from 30 countries across the world including Japan, India, Hong Kong, Singapore, Malaysia, Thailand, Vietnam, Philippines, and Indonesia to submit a campaign idea for a brand or nonprofit of their choice using Microsoft Advertising’s storytelling platforms.
The contest is split into two stages in Asia – three local heats followed by a global final. Local heats will take place in Japan and India and a multi-country heat for Hong Kong and Southeast Asia. The winner of each heat in Asia will advance to the global finals where two global winners will be crowned with the Global Microsoft Advertising Story Award for 2012. The winners will also be awarded an exclusive VIP trip as Microsoft Advertising’s guests to the Cannes Lions Festival of Creativity 2012 taking place from 17-23 June in Cannes, France.
Marketers are asked to submit a hypothetical digital media plan and creative idea for the brand or nonprofit of their choice that addresses a ‘key business challenge’ for that organization’s 2012 or 2013 calendar year. Unlike other industry award competitions, this contest does not judge work that has already been executed. Instead, it challenges marketers across the globe to tell a brand’s story using Microsoft Advertising technology and solutions – including MSN, Mobile, Windows Live, Xbox, Messenger, etc. – to solve real marketing challenges.
We have selected judges who are known for their professional prowess and knowledge of storytelling around the world. David Sable, Global CEO at Y&R will chair the global judging panel. The judging panel for the Hong and Southeast Asia heat comprises some of the industry’s leading lights including: Jason Kuperman, Vice President, Omnicom Digital, Asia Pacific, India, Middle East and Africa; Gareth Mulryan, Head of Digital Asia-Pacific, ZenithOptimedia; Calvin Soh, consultant, entrepreneur and former Vice Chairman and Chief Creative Officer, Publicis Asia; and KK Tsang, CEO, GroupM Hong Kong. The winner for Hong Kong and Southeast Asia will be announced on or around 25 April 2012 before progressing to the global finals judged by an illustrious panel of advertising executives from around the world. Both global winners will be revealed on or around 1 June 2012.
Asked why this competition is unique, David Sable, Global Chief Executive Officer, Y&R, said, “At the heart of every great campaign is a great, compelling brand story. The Microsoft Advertising Story Awards celebrate the perfect union of ideas with innovation. I am thrilled to be chairing these awards to begin to show digital innovation means much more than simply innovative technology.”
Jason Scott, General Manager for Asia, Microsoft Advertising also added: “The fragmented nature of today’s media landscape can cause brands to lose the clarity of what they are trying to communicate to their audience. This competition, and the focus of the wider Microsoft Advertising business, is about helping brands to step back from the clutter, and put storytelling firmly back at the heart of digital marketing. We look forward to making stars of the great minds behind it.”
Successful entries will:
- Combine a strong creative idea with storytelling at its heart
- Innovatively use of Microsoft Advertising’s storytelling assets within the media plan
- Place a strong emphasis on measurability and the extent to which the brand or nonprofit’s target audience could be been reached and influenced
Microsoft Advertising created a short video starring Felicia Day, actress and creator of ‘The Guild’ web series to help brands better understand the advertising opportunities available to them when creating their entries for the contest. For more information on how to enter the competition, check out the Microsoft Advertising Story Awards website. You can also follow the competition on the Asia Community page, Facebook or on Twitter using #MSAStoryAwards.
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About Microsoft Advertising Microsoft Advertising provides advertisers and publishers with media, tools and services designed to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as MSN, Windows Live, Xbox LIVE, and partner properties such as WSJ.com and Verizon. The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages. Visit http://advertising.microsoft.com for more information.
About Microsoft Founded in 1975, Microsoft (NASDAQ: MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
For more information, please contact:
Bridget Benelisha Phone: +6582988159
E-mail: a-briben@microsoft.com