Winning campaign - Coke Light – Love Light with “A Light Affair” won the Best Use of Television and the Prestigious Grand Prix for the Best Overall Media Campaign.

Singapore , 15 September 2006 - Singapore - Mediaedge:cia walked away with the prestigious Grand Prix for the Best Overall Media Campaign at the Singapore Media Awards 2006. 9 contenders, all winners in their respective categories battle for the top prize this evening at the Ritz Carlton Millenia Singapore.

The winners will fly to France to attend the Cannes Lions 2007 – the place to be at for the advertising and media industry.

The final results were closely fought with Mediaedge:cia and Mindshare Singapore taking home 3 awards each. OMD Singapore and Initiative Singapore each took home 2 awards while Clear Channel Singapore , MAXUS Communications, Starcom Media Worldwide and Zenithmedia each took home 1 award.

SMA 2006 presented 13 awards, including 3 special merit awards – Media Sales Person of the Year, Young Media Person of the Year and Media Person of the Year. Single media categories include the Best Use of Television, Newspaper, Magazines, Outdoor, Radio while specialist categories covers the best in Integrated Media Campaign, Strategic Launch, Experiential Marketing Campaign and Small Budget.

The winners, each of whom were selected by panels of independent industry experts comprising advertisers, agencies and media owners were judged on the basis of innovation and significant contribution to the success and results of the media campaigns. Points were rewarded for insight, imagination, innovation and clarity or presentation.

Commenting on the results of this year's awards, SMA Chairman Manpreet Singh said, “It was a close fight in most categories. There were new breakthrough work and that will raise the bar for the future.”

SMA 2006 received a 38% increase in the number of entries, when compared to the previous event over a 12-month period. The number of entries reached 154 at the close of the entry deadline last month.

Media Contact: Sarah Tang, Phone: 6836-0600, Email: sarah@4as.org.sg

About the Singapore Media Awards (SMA)
Organised by the Association of Accredited Advertising Agents Singapore (4As), the Singapore Media Awards recognise and celebrate the accomplishments of Singapore 's media talent, innovation and success.  It also demonstrates how the media and media owners play an important role in the success of a well-executed advertising campaign. For more information, visit www.sma.com.sg.

About 4As (Association of Accredited Advertising Agents, Singapore)
The Association of Accredited Advertising Agents Singapore was founded in 1948. Better known as the 4As, this non-profit trade association represents advertising and marketing communications practitioners, agencies and related businesses in Singapore. The 4As works in close co-operation with other related trade associations, schools and government bodies to nurture talent and to improve the stature and prominence of the advertising and marketing communications industry. Among the key events organised and promoted by the 4As are the Singapore Creative Circle Awards or the Gong Show; the Students Creative Awards, commonly known as The Crowbars; and the Singapore Media Awards.