THE 2nd ASEAN PR EXCELLENCE AWARD 2019 WINNERS

Diamond Winners

Best PR Programmes – ASEAN

  • Diamond – Mat Weavers – Sarawak Energy Berhad (MALAYSIA)

Sarawak Energy is a renewable energy developer. The corporation partnered Sarawak women NGO Peng Doh Belaga to showcase the benefits of responsible hydropower development and cultural heritage preservation within the context of embracing change and meeting the challenges of modern society through a creative and innovative platform – by breaking the Guinness World Record for the world’s longest rug/mat. The organisations worked together to highlight the unique indigenous woven handicraft, and the inspirational journey was captured from harvesting rattan to preparation to weaving in the different locations, to the anchor event during which Guinness World Records validated the record. Amplified by excellent media coverage, the project met the overall objectives of corporation Sarawak Energy, NGO Peng Doh and the weaver communities of Sarawak.

 

  • Gold – STI Education Services Group, Inc., STI Foundation, & PAGEONE (PHILIPPINES)

STI Mobile School is a PR and CSR Program developed to help address the gaps in ICT literacy among Filipino public school students and faculty and usher in full-realization of the new K-12 program of the Department of Education. (DepEd) The STI Mobile School program fitted six modified buses as state-of-the-art computer laboratories – which are not available in public schools in the country.

With the support of stakeholders, the program reached 31,839 students and faculty from 396 nationwide sites – surpassing its target of 20,000 by 59.20%. STI also trained 1,370 teachers which helped improved the ICT literacy ratio to 5:7. The achievements also increased the program’s overall success to 168,015 trained individuals from 1,192 sites. Its success strengthened STI’s partnership with DepEd. It was lauded by Education Minister Briones and named it as a key implementer of Alternative Learning System across 76 campuses to reach 1.46 M out-of-school youths.

 

  • Gold – Singapore Police Force-Anti-scam Awareness Programme 2018 Voodoo Communications Pte. Ltd (SINGAPORE)

https://youtu.be/OB67p_ccXg0

About the campaign and why the need for this campaign

Despite the Singapore police’s best efforts, the number of con-jobs seem to show no signs of abating. If anything, the multitude of anti-scam campaigns over the years seem to have diluted the message instead. As such, when Singapore Police Force Jurong Division was tasked to run the Anti-Scam Awareness Programme, they were concerned that what they did could risk becoming being “just another one of those exercises.”

The challenge was to create a campaign that is unique enough that we catch the public’s attention and imagination. Something that is entirely unexpected from the police, like say… a role-reversal! To let the Singapore Police Force be the con-men and to scam the unsuspecting public at large instead of having them “talking nicely to the public”!

Outcomes

Although the event was only a day, the overall impact was actually more outreaching and further than was expected. The campaign video was released on Saturday, 3rd March 2018 and before the weekend was over, hit near 150,00 views and 1,000 shares in less than 48 hours.

The video was also picked up by mainstream media such as Channel 8 News, Straits Times, The New Paper and popular sites like Mothership also, which praised SPF’s approach which was described as bold and refreshing. The comments left by viewers were also positive, stating that the message was very clear and engaging.

The overall popularity and success of the video mean that Jurong Division was also able to successfully stand out amongst its peers in the police force for its outstanding outreach efforts.

 

 

Best PR Practitioners – ASEAN

  • Lifetime Achievement – Carlos A. Agatep, APR (PHILIPPINES)

Lifetime Achievement Award Winner, Mr.Carlos Agatep

Charlie Agatep is considered the Godfather of Philippine public relations (PR). He began his career as Public Affairs Director for Esso Standard Fertilizer from 1964 to 1980, and then became Assistant Vice President for Public Relations at Mobil Oil Philippines from 1980 to 1983, before establishing his own PR agency in 1983, which he continues to lead, almost 36 years later.

His accomplishments have earned him numerous accolades, including the 2018 AMIC Asia Communication Award and the Gawad Panday, the highest award conferred by the Public Relations Society of the Philippines to PR professionals in the Philippines.

For 25 years, he also taught PR at the University of Santo Tomas and continues to inspire future PR professionals through his book Winning the Anvils—a collection of his agency’s Anvil award-winning entries—and his biography PR Guru, which was authored by the esteemed communication scholar Dr. Crispin Maslog.

 

  • Diamond – Audrey P. Petriny (INDONESIA)

Audrey Progastama Petriny is AirAsia’s Group Head of Communications. She oversees AirAsia’s global communications team spanning across Asia Pacific and beyond. She is the powerhouse responsible for developing and driving AirAsia Group’s communications strategies.

She started her career in the finance sector as a Management Trainee in Development Bank of Singapore (DBS) and was subsequently promoted to Relationship Manager. She was tasked to maintain and acquire priority banking investors, analyse investors’ risk appetite and provide investors recommendations on financial investments while regularly updating investors on market conditions.

Audrey then went on to hone her skills in the area of Marketing as part of the team in Protelindo and later Cengkareng Golf Club. She contributed significantly to the growth of the bottom line through strategic marketing campaigns, strengthening customer relations, managing budgets and revenue as well as building media relations.

In 2010, AirAsia came knocking on her door and she made the switch to the world of aviation where she quickly rose up the ranks from Communications Manager to Head of Corporate Secretary and Communications at AirAsia Indonesia. She was a key figure in leading the communications response of AirAsia’s flight QZ8501 crisis in Indonesia and has helped AirAsia recover its reputation and thrive in the affected markets.

Audrey now leads the digital transformation of AirAsia’s Communications department as the company moves to become the region’s leading travel technology company.

Audrey is a well-travelled leader with experience of living in 5 different countries. An all-rounder Communications specialist, she has been recognised as a strong leader with the ability to build a team from scratch, design and develop company-wide Communications blueprints and see a crisis through to recovery.

 

  • Silver – Eric Chan (SINGAPORE)

Eric Chan was recently named The Outstanding PR Professional 2019 at the PRISM Awards organized by IPRS (Institute of Public Relations of Singapore). He is a Singapore PR community veteran who has built a successful local consultancy, contributed to IPRS activities, nurtured young talent and reached out to support other community organisations. He is an excellent example of a communications practitioner who has matured together with the industry, responded to the changing demands of Singapore and regional clients, and given back to the profession. Among PR practitioners, Eric is seen as a consistent standard-bearer. He shares his expertise with rising young talent as much as peers, always keen to keep his finger on the pulse of the changing communications world. He is an Accredited Member and has been a regular presence at IPRS events in his 20 years of membership.

He sat on Council in the past four years, serves as Treasurer in the last two years, and contributed to the PRISM organizing committee. In the past three years, he has co-chaired the IPRS Student Chapter, a highly successful effort that has seen Student Membership grow from one chapter of fewer than 30 students to 7 chapters and 1300+ student members.

It is very hard to build a boutique PR consultancy in Singapore, and even more difficult to stay the course over the long term. Eric has steered PR Communications for nearly 30 years, building up its expertise in corporate reputation, eco-PR, brand and lifestyle and issues management. PR Comms was cited by Marketing Magazine as a Top 10 Public Relations Agency in 2009; and Eric was also named one of the Top 10 Agency Professional.

The consultancy was nominated to the recipient of seven PRISM Awards 2019, and won in four categories. IPRS feel confident asserting that Eric is an excellent example of an outstanding PR professional in the industry.

 

  • Bronze – Tam Phan (VIETNAM)

Reaching beyond journalism, Tam Phan built a new career in her favorite field, PR and Event Marketing. Her desire to become a professional PR consultant is built upon a profound understanding of journalism and journalists. Over the 15 years of leading GoldenPen, Tam has maintained good relationships with her former colleagues while partnering with them with the greatest respect. Through all the projects that Tam has participated as a consultant or practitioner, she always strives to bring the best results that are not just important to the money value of the project. She’s always focused on the core values ​​she sets for herself, that is integrity, transparency and passion.

Preparing for the next 10-year journey, Tam is building her Agency into a social enterprise to contribute more to the community. Enthusiastic about the profession, Tam not only works but also trains and guides young PR professionals with an orientation that she believes is right for a young PR practitioner. Several years back, Tam was soon to envision the future of PR, which would be less dependent on traditional media and heavily driven by social media and digital and community marketing. She invested in building new capabilities for her team, inquiring knowledge and talent in the areas of digital marketing, content, community and integrated marketing communications. Tam is the main architect for GP’s business strategy “A small agency can do big things” by retaining itself to a few big key clients, supporting them to address major business initiatives from day one and build credibility and scale out of a multiple year track record. Tam built GP’s competitive edge out of our capability to run multiple-year campaign to change public perception toward the controversial industries such as life insurance, direct selling and tobacco.

She’s the leader for major campaigns of brand communications, corporate social responsibility for industry leaders. With the independent Agency CEO as me, the operating the Agency will be much more difficult by the pressure of business and expertise. I do not dare to talk about my differences compared to my colleagues at other agencies, but I only talk about my passion, which is the desire to create value for clients, for young colleagues and for the community. For clients, before thinking of profit, I thought about the value I wanted to achieve and therefore, I and my colleagues always tried the best effort to reach that valuable. For young colleagues, I look forward to seeing the develop in their expertise and personality in communications careers and that’s why I have colleagues who may not be bright stars but have a sense of responsibility and warmly heart. And I always find the best way to contribute more in community. That’s why, my team and I are always enthusiastic for CSR communications projects.

As a part of her passion, she shares her point of view with young colleagues when they complain about not seeing the good point of a product or service for communication, please believe that any product or service has its own values and the mission of professional PRs guys are to find that value to share with target audience. This industry does not allow falsehoods but it always encourages you to find the best to tell people.

GoldenPen’s next 10-year future is to develop into a social enterprise in which projects and jobs that GoldenPen will bring value, contribute more clearly to the community. Her role in the next 10 years of this process is to develop the inheritance force who have the same point of views on the industry, have a sense of responsibility and warmly heart to transfer the spiritual child and see it growing stronger.

 

 

Best PR Agencies – ASEAN

  • Diamond – PR Organizational International Awareness ID Vietnam (VIETNAM)

    • 18 YEARS Industry experiences
    • Own 6 online media with more than 800 million views; 4 media with average 200,000 copies daily.
    • Connections with more than 500 media outlets.
    • Good reputation amongst most government bodies and associations.
    • Daily contact with more than 2,000 reporters
    • Representative for more than 50 State owned corporations

 

  • Gold – Maverick Indonesia (INDONESIA)

The agency has routine agenda to maintain relationship with journalist. Maverick has also panel respondent from journalist to rise up latest PR issue. Maverick is winner of PR Agency of the Year 2012, held by MIX MarComm Magazine. The award was given as recognition for its best media relations.

 

  • Silver – PAGEONE (PHILIPPINES)

PAGEONE is Manila-based agency with clientele in the Philippines, Thailand, Middle East, Brunei, and Papua New Guinea. Established in 2015, the agency has developed and implemented impactful campaigns that generated lasting results for its private and public clients. On top of servicing top 100 local and multinational firms and Filipino businessmen in Forbes list of top executives, PAGEONE has also been tapped by UN agencies, EU, ADB, and World Bank.

PAGEONE has won over 109 local and 10 international metals for its clients and own campaigns. The agency has been awarded in the Philippines, Hong Kong, Tokyo, and Singapore. Its executives having been tapped as judges in Stevies APAC and Golden World Awards UK.

PAGEONE maintains popular websites and social media accounts with 5 million weekly engagements. It has trained 100 senior executives from private sector and Minister-level officials on crisis communication, media relations, spokesperson training & digital communication.

 

Best PR Campaigns – ASEAN

  • Diamond – Electrifying Sarawak and Beyond – Sarawak Energy Berhad (MALAYSIA)

Since 2016, Sarawak Energy has produced inhouse an annual series of advertorials to create more knowledge and understanding amongst the public, our stakeholders and our staff of our business and our mission to light up the whole of Sarawak. Produced in English, Chinese, Malay and selectively in Iban, the advertorials are part of a carefully planned communication campaign under Sarawak Energy’s overall reputation management plan, with themes aligned to our corporate taglines: Power to Grow, Energy for Sarawak and Lighting Up Communities via multiple platforms and channels. The advertorials aim to build a positive perception, shape public opinion and strengthen our narrative in meeting our own needs to fully electrify Sarawak towards becoming the regional powerhouse of ASEAN by advancing the Borneo Grid. The 2019 series will complement our efforts together with the Sarawak Government to accelerate electrification in Sarawak towards full coverage by 2025.

 

  • Diamond – Wonderful Indonesia – Ministry of Tourism (INDONESIA)

Indonesia is a country blessed with countless wonders. What makes this country unique is its diverse culture and magnificent nature, which should be celebrated and preserved by everyone. Therefore, The Ministry of Tourism and Creative Economy of the Republic of Indonesia presents Wonderful Indonesia, a promise to make Indonesia a place where everyone can enjoy its natural and cultural wonders.

Wonderful Indonesia is our commitment to promote various destinations in the archipelago for domestic and international tourism. Based on what tourists seek to explore and experience, the wonders of Indonesia have been divided into five categories: Nature, Culinary & Wellness, Arts & Heritage, Recreation & Leisure, and Adventure. There are many platforms, both online (social media, news outlet, and official website) and offline (brand & institution partnerships, travel promotions, etc.), that are being utilized for Wonderful Indonesia’s campaigns.

Wonderful Indonesia welcomes all brands, institutions, and tourism stakeholders to establish partnerships and help spread the word about the abundance of wonders in Indonesia.

 

  • Gold – Sapu Jagad Gunung – Danone Aqua (INDONESIA)

Plastic waste pollutes Indonesia’s mountains and forests. “Garbage operations” carried out by the Danone Aqua Group in 15 mountains in Indonesia in 2015 showed that the most plastic waste was found, reaching 36% (769 kilograms), 15% plastic bottle waste (491 kilograms), 10% cigarette butt waste ( 213 kilograms), 9% wet tissue waste, 7% canned garbage, 6% glass bottle waste, 5% cloth waste, and 4% other waste. The total waste collected at that time reached 2.4 tons or more than 600 bags.

Seeing the effectiveness of the program, the Danone Aqua Group again held a garbage clean-up operation titled “Sweeping the Mountain Jag 2017” on 17 mountains in Indonesia by cooperating with Trashbag Community, a community that cares about mountain trash and Indonesia’s forests.

Danone Aqua Group chose Trashbag Community Indonesia as a partner for the Sapu Jagad Gunung 2017 program because this community has members who have been trained in mountain climbing, pioneers in campaigning for mountain hygiene care, and consistently calling for the movement “Mountain is not a Trash”. This community campaigned for the movement on social media Instagram and Twitter.

The Sapu Jagad Gunung 2017 program involves 111 Danone Aqua employees in 8 mountains as volunteers. Waste plastic bottles transported from Mount Salak and Mount Batur are then transported to the Waste Bank and Recycling Business Unit (RBU) managed by the Aqua Group.

In total, the Sapu Jagad Gunung 2017 operation involved at least 1,346 committee members and participants. Where participants consisted of Nature Lovers Students, climbers, Aqua Group employees, Nature Lovers Groups (KPA) and community members.

 

  • Silver – #IndonesiaBicaraBaik – Perhumas (INDONESIA)

#IndonesiaBicaraBaik is a digital movement that invites the people of Indonesia to spread good value through social media and implement this positive spirit in their daily lives. This campaign is motivated by the imbalance of digital reporting on matters related to Indonesia both socially, culturally, economically and politically. There are parties who tend to spread negative provocative reporting, creating a negative sentiment towards Indonesia’s reputation in digital. And the lack of understanding of the importance of netizens to make an understanding of the news circulating and check back on the content before giving a response or spreading the news and the understanding of netizens related to rules and ethics in socializing in digital, thus giving rise to negative behavior in digital.

#IndonesiaBicaraBaik Movement is not only a creator of positive narratives, meaningful and valuable to the community. But it also educates the Indonesian people to have good and positive habits in interacting on Social Media. #IndonesiaBicaraBaik is not only a strategic partner of media in realizing the goal of #Indonesia Good Talk, but acts as the media itself and moves to inspire other media to do the same.

 

Gold Winners from The 2nd ASEAN PR Excellence Award

 

Best Print Media Companies Supporting PR and Communication Industry

  • Diamond – Mix Magazine (INDONESIA)

MIX MarComm is media and forum marketing and communications, under SWA Media Group.

VISION AND MISION : MIX MarComm supports marketers and communication people to increase their’s insights, skills, knowledge, and competencies to develop their business strategies.

THE TARGET AUDIENCE : Main target of MIX MarComm Center are marketers and communication people, who have a deep-dive intention to learn marketing and communications, or people who need to update their knowledge in issues and trends marketing and communication. Most of them are young professionals in various industries (FMCG, retail, durable goods, banking, automotive, communication agency, etc), and also entrepreneurs. They also have intention to build their brand equity.

THE CHANNELS : MIX MarComm used many channels to reach the audiences: Print Magazine (Majalah MIX MarComm), e-Magazine (available in digital store), Website (MIXCOID), Social Media (Facebook MIX MarComm, Twitter @MIXMarcomm, Instagram @Majalah_MIXMarcomm, and LinkedIn MIX MarComm), Seminars, Workshops, Gatherings, Books Publishing, and Community Activations.

MIX MARCOMM MAGAZINE cover three main issues: Corporate Communication, Marketing Communication, and Corporate Social Initiative. This monthly magazine presented rich of information, inspiring, factual, and updated content. Launched in 2004, the magazine read by more than 50.000 professionals in marketing, branding, corporate communication, and agencies all over Indonesia.

 

  • Gold – PR Indonesia (INDONESIA)

PR INDONESIA is a media entity, which is present in print, digital (web) format, which is published through the business entity PT Media Piar Indonesia. Besides organizing news publishers, PR INDONESIA also holds various activities to strengthen the competence of PR practitioners in Indonesia, namely training (workshops), PR community forums, conferences, and awarding.

PR INDONESIA content, both printed and digital versions, consistently reports on activities, activities, agendas, strategic issues, prominent thoughts, and public relations figures in Indonesia. Packed with popular language, but still has the weight as a source of information and knowledge about contemporary PR.

PR INDONESIA printed version premiered on February 7, 2015 and was launched in Batam City. The web version of PR INDONESIA was first presented in May 2015.

 

 

Best Online Media Companies Supporting PR and Communications Industry

  • Diamond – PR Newswire (VIETNAM)

PR Newswire Vietnam has operated officially its HCMC office last June. For any PR, IR, Marketing and communications professionals, the business of distributing news and content is constantly evolving. PR Newswire Vietnam ‘s comprehensive suite of solutions empowers companies and organizations located in Vietnam to engage opportunity everywhere it exists. We offer solutions for businesses, budgets, and projects of all sizes. Our services allow companies and organizations to target and engage their audiences, deliver their message quickly and accurately, and measure, monitor and analyze it without ever breaking stride. These activities allow them to achieve their desired goal – success.

 

  • Gold – Mothership Singapore (SINGAPORE)

Mothership is Singapore’s leading youth-focused digital news platform. We connect with people locally and globally through our wide-ranging and high-quality multimedia news and entertainment content.

As of 2021, we have the highest local penetration amongst all digital-only news platforms in Singapore, with our website alone attracting more than 40 million monthly page views from over 6 million unique users. More than two-thirds of our audience are between the ages of 25 and 44, and at least 75% are on mobile.

Mothership is one of 11 websites in Singapore that has an individual license with the Info-communications Media Development Authority.

 

 

Best Government PR – ASEAN

  • Diamond – Ministry of Tourism, Art, Culture, Youth & Sports SARAWAK (MALAYSIA)

The Ministry of Tourism Sarawak provides financial assistance to event organisers that are potentially of tourism value. To set a clear objective and basis of the financial assistance in a transparent and accountable manner. A need to conduct an Event Audit and Economic Impact Analysis for all grant recipients.

Objevtive of Ministry of Tourism Sarawak:

1) To foster orderly development of tourism related sectors and other business opportunities by encouraging active involvement of the industry stakeholders

2) To increase growth of tourism business and provide employment opportunities through well-planned and sustainable development of tourism

 

  • Gold – Department of Environmental Quality (THAILAND)

The implementation of the creative media contest project to promote the conservation of natural resources and the environment under the concept of “Thai being and natural resource and environmental conservation” in the competition of poetry and songs under the theme “Power of the new generation wearing Thai hearts, caring environment”

 

  • Silver – Directorate General of Taxation Indonesia (INDONESIA)

The Directorate General of Taxation (abbreviated as DGT) is one of the directorates general under the Indonesian Ministry of Finance who is tasked with formulating and implementing policies and technical standardization in the field of taxation

Main tasks:

DGT’s duties according to the mandate of the Minister of Finance Regulation Number 184 / PMK.01 / 2010 concerning the Organization and Work Procedure of the Ministry of Finance are to formulate and implement policies and technical standardization in the field of taxation. In carrying out this task, the DGT carries out functions:

  1. policy formulation in the field of taxation;
  2. implementation of policies in the field of taxation;
  3. preparation of norms, standards, procedures and criteria in the field of taxation;
  4. providing technical guidance and evaluation in the field of taxation; and
  5. administration of DGT

 

  • Bronze – Voodoo Communications Pte. Ltd (SINGAPORE)

https://youtu.be/OB67p_ccXg0

About the campaign and why the need for this campaign

Despite the Singapore police’s best efforts, the number of con-jobs seem to show no signs of abating. If anything, the multitude of anti-scam campaigns over the years seem to have diluted the message instead. As such, when Singapore Police Force Jurong Division was tasked to run the Anti-Scam Awareness Programme, they were concerned that what they did could risk becoming being “just another one of those exercises.”

The challenge was to create a campaign that is unique enough that we catch the public’s attention and imagination. Something that is entirely unexpected from the police, like say… a role-reversal! To let the Singapore Police Force be the con-men and to scam the unsuspecting public at large instead of having them “talking nicely to the public”!

Outcomes

Although the event was only a day, the overall impact was actually more outreaching and further than was expected. The campaign video was released on Saturday, 3rd March 2018 and before the weekend was over, hit near 150,00 views and 1,000 shares in less than 48 hours.

The video was also picked up by mainstream media such as Channel 8 News, Straits Times, The New Paper and popular sites like Mothership also, which praised SPF’s approach which was described as bold and refreshing. The comments left by viewers were also positive, stating that the message was very clear and engaging.

The overall popularity and success of the video mean that Jurong Division was also able to successfully stand out amongst its peers in the police force for its outstanding outreach efforts.