Fifth Ring wins Gold Standard Award for excellence in integrated communications

Fifth Ring, the multi-award-winning international B2B marketing specialist, has been awarded the Gold Standard Award for Excellence in Integrated Communications within the Digital and Social Category.

The prestigious award, from the Public Relations and Communications Association (PRCA), recognised the creation of a highly successful data-driven digital campaign by the Fifth Ring team in Asia for their client Marshall Cavendish Education (MCE). MCE, a global education provider, needed a highly skilled marketing agency to revitalise the image of its Singapore Math programme in eight Asian markets and to position it as engaging and accessible.

Fifth Ring’s campaign, titled ‘As easy as Pi!’, included developing Google Ads, social media content, Search Engine Operation (SEO) tactics and a ‘Math Genius Challenge’ contest. The campaign ran for 12 months across the various platforms and generated impressive results: over 67 million impressions, 750,000 clicks, and 3,950 website registrations. Click-through rates consistently exceeded industry benchmarks across platforms and SEO efforts also yielded growth in website traffic and visibility.

By transforming the perception of Singapore Math and establishing MCE as the ultimate resource, the campaign effectively addressed MCE's challenge and positioned them as a leader in accessible and engaging math education solutions.

PublicAffairsAsia and PRCA Asia Pacific announced the winners of the 2024 Gold Standard Awards at the annual Gold Standard Awards ceremony in Singapore last month. The ceremony was attended by senior figures from the communications and PA industry, the diplomatic community and the media.

Fifth Ring has offices in Singapore and Houston, and is headquartered in Aberdeen, Europe.

Debbie Ho, Regional Director of Fifth Ring in Asia, said: "Winning the Gold Standard Award for Excellence in Integrated Communications is an incredible achievement for the whole team and is perfect recognition for the continuous hard work, creativity and dedication from the Fifth Ring team as we aim to achieve impressive results for every client.

“This award is a testament to the talent, passion and relentless pursuit of excellence that each team member demonstrates every day, and I am beyond proud of their work and the impact it makes. We are thankful to MCE for entrusting us with this campaign and believing in our vision.”

Head of Campaign at Fifth Ring Asia, Parada Sritaragul, and Campaign Manager at fifth Ring Asia, Jaralyne Cueto, accepted the award on the night.

Parada Sritaragul said: “From the outset, the team worked tirelessly to understand the complexities of the project, adapt our approach and implement creative solutions that would achieve the desired results for MCE.

“Our campaign for MCE exemplifies the power of a truly integrated communications approach. By seamlessly blending paid advertising, social media engagement, SEO optimisation and an engaging contest, the campaign effectively transformed brand perception and drove significant results across all targeted markets. The campaign also showcased the impact achievable through a strategic and data-driven multi-channel approach.

“We used our extensive knowledge and expertise to work collaboratively within the Fifth Ring team – winning the award proves the positive impact of our work for our clients, which is incredibly rewarding.”

This past year has been transformative for Fifth Ring as the agency launched its new strategic principal, ‘Own the Space’, which encapsulates the scale of the company’s continued global ambitions. Everything Fifth Ring does aims to own the company’s space in the B2B marketing landscape as global industry specialists. Fifth Ring was recently ranked as a top five rising star on the 2024 Global Agencies Benchmarking Report.