SINGAPORE, 5 March 2003:- Singapore’s first reality
TV show, brainWAVE, The Essence of Invention, makes its
debut appearance today at OPTIMAL 2003. brainWAVE™,
The Essence of Invention® is a series designed to generate
ideas, inventions and innovations. It provides a learning
platform on Intellectual Property (IP) in a fun and stimulating
manner. The programme is initiated by the Intellectual Property
Office of Singapore (IPOS), created and produced by Essence
Holdings (Singapore) Pte Ltd.
Ms
Liew Woon Yin, Director-General of IPOS commented that,
“We are always on a look out for innovative partner
that can help us translate the IP value chain into practical
applications. brainWAVE® and the first series, Essence
Out of the Box®, is a powerful educational and visual campaign
that aptly encapsulates the whole IP experience. Helping
to initiate innovative programmes such as brainWAVE®
and the Essence Out of the Box® campaign series is one way
in which IPOS can promote IP awareness. We hope to bring
IP closer to the ordinary people, to help them learn and
practise IP concepts in everyday life.”
This
is the first time Essence Holdings is working with IPOS,
and Mr Jonathan Messinger, Chairman & Group Managing
Director of Essence acknowledged, “We appreciate this
unique opportunity to help Singaporeans and people of all
nationalities understand the value and process of creating,
protecting and exploiting their intellectual assets. Although
the campaign is new, we are much encouraged by the overwhelming
response and support from the schools and the business community.”
The
first brainWAVE® series - Essence Out of the
Box® campaign focuses on creating products. The participants
for the campaign, known as crusaders, are student representatives
from major polytechnics in Singapore. The campaign features
two Crusader teams from Singapore Polytechnic and one each
from Ngee Ann Polytechnic and Temasek Polytechnic.
The
objective of this campaign is to impart the knowledge of
“Idea to Commercialisation” (I2C™) process
by performing various activities. As pointed out by Mr Messinger,
“Unlike games, there is no game board, there are no
predetermined outcomes. The competition is about creating
real products with tangible and intangible values in a competitive
manner where the rules of life apply. The aim is to generate
inspiration, creativity and intellectual value -- The Essence
of Life.”
The
campaign requires the Crusaders to utilise assets that are
out of a box, such as audio-visual, hardware and software
to develop innovative end products which are viable and
applicable in real life business environment. All crusaders
will be challenged to create, take risks, experiment, proto-type
new offerings and then to protect, value and commercialise
their creations.
The
two official sponsors are key to the campaign. Both Khong
Guan and Chng Kee’s have provided real-life challenges
with real products to be developed. Ms Deborah Ann Heng,
Business Development Manager of Khong Guan Biscuit Factory
(S) Pte Ltd, said during her briefing to the teams, “Our
organisation has been around for many decades and we are
now looking for fresh, exciting ideas for our new range
of products. Since the product is targeted at a younger
group, with the students’ involvement in designing
the packaging and brand icon, it will certainly bring us
closer to our target customer.”
Besides
the tangible value that the creations will bring, sponsors
also perceived the campaign as an excellent opportunity
for scouting talents. Ms Jocelyn Chng, Managing Director
of Chng Kee’s is full of enthusiasm and hope, “Besides
getting ideas that are fresh, original and of commercial
value; these crusaders are the people who would be the future
leaders of our organisation. We view this as a good opportunity
for us to select and offer jobs to those who are able to
stand out from the crowd.”
Another
contributor to the campaign is The Bonsey Design Partnership,
who sponsored the prizes for the winning crusaders. When
asked about his intent for supporting the campaign, Mr Jonathan
Bonsey, Managing Director of The Bonsey Design Partnership
remarked that, “Most people underestimate the intangible
value associated with their brands and packaging. brainWAVE®,
and the first series, Essence Out of the Box®
campaign, is a great opportunity for the participants to
develop a greater appreciation of the value of distinct
and creative packaging and marketing programmes.”
The
campaign comprises three stages of competition (please refer
to Annex A for details). The IP Challenge, a “live”
on stage quiz held on 13 March 2003 (4.00pm – 5.30p.m)
at Optimal 2003 exhibition will help to kick-start the campaign.
At the event, crusaders will be tested on their knowledge
of Intellectual Property. They play for Essence Points,
which represent intellectual knowledge and are required
throughout the campaign series.
For media enquiry, please contact:
Ms Jennifer Chen
Assistant Director
Media & Marketing Communications
Intellectual Property Office of Singapore
DID: 6331 6548
Fax: 6331 6562
Email: Jennifer_CHEN@ipos.gov.sg
Jonathan Messinger
Essence Holdings (Singapore) Pte Ltd
Tel: 6221 5221
Fax: 6225 1121
Email: jdmessinger@essence.com.sg
Website: www.essence.com.sg
The Intellectual Property Office of Singapore or IPOS is
the lead government agency that formulates and regulates
intellectual property (IP) laws, promotes IP awareness and
provides the infrastructure to facilitate the greater development
of IP in Singapore. With IP fast becoming a critical resource
in today’s new economy, IPOS’s vision is to
foster a creative Singapore where ideas and intellectual
efforts are valued, developed and exploited.
Formerly
known as the Registry of Trade Marks and Patents, IPOS was
established as a statutory board of the Ministry of Law
on 1 April 2001. More information on IPOS can be found on
www.ipos.gov.sg.
Essence Holdings (Singapore) Pte Ltd specializes in “Idea
to Commercialization”, known as “I2C™”.
Essence focuses on Idea Lifecycle Management, Intellectual
Property Management and Commercial Exploitation. The Group
comprises two fully owned subsidiaries, Essence Accelerators
(Singapore) Pte Ltd and Essence Technologies (Singapore)
Pte Ltd. The Essence Group mission is to accelerate the
pace of business development and commercialisation.
Essence
Accelerators is a services division whose primary mission
is to accelerate the “Idea Lifecycle” and IP
Management process. Key services involve providing a full
range of activities to visualize, collaborate, design, source,
test, prototype and protect new innovations.
Essence
Technologies (Singapore) Private Limited (ETS) is a products
division whose primary mission is to bring to market products
capable of enhancing human welfare or human development.
The company sources, develops and distributes human welfare
products with proven track records. The company develops
its own proprietary line of products that promote human
development.
Sequence of the Campaign:
Stage
I requires crusaders to work as a team to generate ideas
that will meet the challenges presented by the sponsors.
Each team is to submit a concept proposal at the end of
the stage I, on 15 and 16 March 2003.
Stage
2, known as the production stage will take place between
16 Mar and 15 May. The teams are to produce a prototype
of their product concept. The test is on the teams’
ability to execute their ideas within the limitations of
time, financial and human resources.
Stage 3, also the grand finale of the campaign closes with the
teams’ presentation of their creation to the judges
and sponsors. They are to address how their creations are
to be marketed and utilised in the real-life business environments.
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