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JoongAng honors year’s best ads

SK Innovation earns highest accolade for redefining its brand
Nov 30,2017
Ryu Kwon-ha, executive editor of the Korea JoongAng Daily, far left, with recipients of this year’s JoongAng Advertising Awards, including, from left to right, Oh Se-jin, a manager at SK Innovation, which won the grand prize; Jin Ok-dong, vice president of Shinhan Financial Group, which won the platinum award; Sung Hwan-doo, vice president of communications at LG Chem, which won the gold prize; and Ko Chang-sik, head of media relations at the Incheon Free Economic Zone, which won the best communication award. [PARK SANG-MOON]
SK Innovation, the country’s largest oil refiner, won the top prize at the Korea JoongAng Daily’s annual Advertising Awards on Wednesday.

The JoongAng Ilbo and JoongAng Sunday, affiliates of the Korea JoongAng Daily, have been recognizing the best in corporate advertising for the past 53 years through the Advertising Awards. This year’s recipients were determined through voting by 11,200 readers of the three papers.

SK Innovation won the grand prize from the Korea JoongAng Daily for its campaign showcasing its diverse business portfolio.

“We offer our sincere gratitude to the readers of the Korea JoongAng Daily who gave us this honor,” said Lim Su-kil, head of public relations SK Innovation. “The purpose of our public relations campaign in 2017 was to create positive awareness of SK Innovation as a global energy and chemicals company.”

While the company is best known for oil refining, SK Innovation has been trying to lower its reliance on petroleum and increase production of other chemicals such as lubricants.

Shinhan Financial Group won the runner-up platinum award for its advertisements emphasizing its global business network, including operations in Vietnam, under the slogan “I am Shinhanese.”

The third-place gold prize went to LG Chem, a major battery producer, for its “Brighter Future” campaign in which the company pledged to help find solutions to pressing problems like water and energy shortage.

“While LG Chem is a materials and chemicals company, we consider fields like energy, water and bio as future growth engines,” said Sung Hwan-doo, vice president of communications at LG Chem. “In our ad, we wanted to embody our vision to solve certain existing issues through development in these sectors, and to show our determination to ultimately contribute to the betterment of mankind.”

The Incheon Free Economic Zone earned the best communication award for a second consecutive year.

“We wanted to show how our economic zone has changed in the past 14 years to become a global business frontier and hub,” said Ko Chang-sik, head of media relations at the Incheon Free Economic Zone. “We also wanted to show our determination to further develop the economic zone and attract more foreign investment into Korea.”

About 100 corporate advertising professionals attended the award ceremony at the Westin Chosun Hotel on Wednesday, including Kim Gyo-joon, publisher of the JoongAng Ilbo, and Ryu Kwon-ha, executive editor of the Korea JoongAng Daily.

BY CHOI HYUNG-JO [choi.hyungjo@joongang.co.kr]