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ISSUE 202 (JAN-FEB2016)

PRODUCT OF THE YEAR HEATS UP MARKETING CASE STUDY: CENTURY 21 MALAYSIAN MEDIA CONFERENCE GETS CONTEXTUAL! OLA BOLA FEVER BREAKS ALL RECORDS!

KDN NO. PP15776/03/2013 (033405)

MALAYSIA RM8 ■ SINGAPORE S$5 ■ UNITED KINGDOM £2 ■ UNITED STATES US$3

PERMANIS SANDILANDS:

GO BIG OR GO HOME!

New FRee SeRvICe

New MAINTeNANCe MeNU

5-Star rating for Best Safety Technology (Honda LANEWATCH) *

Z E I T G E I S T

ISSUE 202 (JAN-FEB2016)

Regional CEO Harmandar Singh ham@adoimagazine.com Content Officer G.S Kumar kumar@adoimagazine.com Business Development Manager Jarrod Sunil Solomon jarrod@adoimagazine.com Art Director Chemical Ali ali@adoimagazine.com Deputy Art Director/Digital Magazine Khairul Annuar aka An an@adoimagazine.com Subscriptions Ruby Lim ruby@ham.com.my Photography & Digital Imaging DL Studio No 7, Jalan PJU 3/50, Sunway Damansara 47810 Petaling Jaya, Selangor D.E. Malaysia tel +603 7880 6380 / 6386, email: studiodl@pd.jaring.my

13 The Permanis team, rightfully called so, are indeed the sweetener, cherry-on-the-top kind of marketing professionals. We at Marketing Magazine had a chance to steal them away recently for an outdoor shoot. Expecting a traditional interview with the President and CEO, we instead had the immense opportunity to meet the team powering these delightfully different campaigns. I spoke to 10 energized teammates, all keen to express their unexpected learnings - and loyalty for the company’s belief in them. Racking up over 20 awards to date, the accolades keep coming in for this team, led by a founder who has successfully implemented a no red tape, open door policy, which successive leaders all seem to echo...

Mccain Goh, mccain1982@yahoo.com Online Content Management On-Target Marketing Solutions Sdn Bhd Contributors: Josh Sklar Printer: Twinstar Synergy Sdn Bhd (987235X) Lot 2A Jalan 13/2, 46200 Petaling Jaya, Selangor T: +603 7495 5000 F: +603 7495 5088 Jit Post (M) Sdn Bhd Petaling Utama Avenue, Jalan PJS 1/50, Taman Petaling Utama, 46150 Petaling Jaya, Selangor MARKETING magazine is published by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7722 5712 www.marketingmagazine.my

© All Rights Reserved By: Sledgehammer Communications (M) Sdn Bhd (289967-W) No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher assumes no responsibility for errors, omissions and/ or for any consequences of reliance upon information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

2016 STARTS GRUDGINGLY

THE UNFOCUSED BIG PICTURE

I don’t know where to begin. Mayhem at the Kancils saw no winners at the end of the day. Somebody supposedly copied an idea from another ad. And that somebody got hurt. Real bad... Never mind that so many previous winners copied ads, some from their own competitors, and went on to win globally….and went unpunished…..

For those of us who have survived the advertising industry for several decades, patterns begin to become evident. One has to do with the all in commitment by agencies and marketers in supporting and relying on media distribution channels that always have a shelf life...

Is our media shrinking? The Edge Group which owns The Malaysian Insider (TMI), said to be up for sale, says “new digital platforms not core to what The Edge does will not be fused with the operations of The Edge.” They also announced their pullout #edGY, launched in 2013, will be discontinued. KiniBiz, a joint-venture between business editor P Gunasegaram and MalaysiaKini ended its print and online run due to lack of financial stamina...

28 Following a seven-year track record in Singapore, the highly acclaimed APPIES – the annual festival showcasing the best ideas in marketing across Asia – now launched its Malaysian edition. For the first time ever, APPIES Malaysia will a host a twoday Marketing Congress and Awards event....

EVENTS 2016 MARCH 16-19 ADFEST 2016, Pattaya, Thailand Details: www.adfest.com MAY 19-20 APPIES Malaysia Congress & Awards 2016 Venue: Eastin Hotel, Petaling Jaya. Details: www.appies.com.my JUNE 17 Product of the Year Malaysia Awards 2016/17 Venue: Sime Darby Convention Centre, Kuala Lumpur. Details: productoftheyear.com.my JUNE 18–28 Cannes Lions International Festival of Creativity 2016 Details: www.canneslions.com JULY 25 Best of Global Digital Marketing Conference 2016 Venue: Sime Darby Convention Centre, Kuala Lumpur. Details: ruby@adoimagazine.com

33 A lonely shadow streaks across the rocky ground of a Syrian refugee camp in Lebanon. Every day, children line up to carry water, fuel, food and whatever it takes to keep life going. From a conflict now in its fifth year, over 1.2 million Syrian refugees are in Lebanon...

AUGUST 18 Malaysian Chief Marketing Officers (CMO) Conference 2016 Venue: Sime Darby Convention Centre, Kuala Lumpur. Details: ruby@adoimagazine.com SEPT 21-23 Spikes Asia Festival of Creativity 2016, Singapore Details: www.spikes.asia SEPT 26 Creative AllStars Conference 2016 Venue: Sime Darby Convention Centre, Kuala Lumpur. Details: ruby@adoimagazine.com SEPT 30 Promotion Marketing Awards of Asia/ Malaysia (Dragons) Venue: Sime Darby Convention Centre, Kuala Lumpur. Details: ruby@adoimagazine.com NOV 14 Malaysian Media Conference (MMC) 2016 Venue: Sime Darby Convention Centre, Kuala Lumpur. Details: ruby@adoimagazine.com

MARKETINGISSUE202JAN-FEB

36 45 REACHING THE NEW YEAR SPECIAL REPORT

CHILDREN

Thus far in Malaysia, no set rules have been drawn up. It is mostly self regulatory and which makes it a very “grey” area. The methodology employed is based on the integrity of the marketer. And while there currently exists a very loose and yet noble arrangement among some top local brands, this is not a formal or binding set of rules to be strictly followed...

eds note

2016 STARTS GRUDGINGLY

By The Hammer, ham@adoimagazine.com

I don’t know where to begin. Mayhem at the Kancils saw no winners at the end of the day. Somebody supposedly copied an idea from another ad. And that somebody got hurt. Real bad. ... Never mind that so many previous winners copied ads, some from their own competitors, and went on to win globally….and went unpunished…..

IS OUR MEDIA SHRINKING?

The Edge Group which owns The Malaysian Insider (TMI), said to be up for sale, says “new digital platforms not core to what The Edge does will not be fused with the operations of The Edge.” They also announced their pullout #edGY, launched in 2013, will be discontinued. KiniBiz, a joint-venture between business editor P Gunasegaram and MalaysiaKini ended its print and online run due to lack of financial stamina. News portal The Rakyat Post is facing closure citing cashflow issues after an investor pulled out. Popular Bahasa Malaysia news channel Astro Awani is going to change into an English medium channel focusing on regional affairs come April 1. Astro Awani CEO Faizal Mansor meanwhile announced, “Astro Awani, Malaysia’s first 6

MARKETINGISSUE202JAN-FEB

A cheeky Chinese New Year message from Torpedo Ideas

... Never mind that so many previous winners copied ads, some from their own competitors, and went on to win globally…. and went unpunished…..

and only 24/7 news channel, has built a strong franchise in BM and is looking forward to building on it to better serve our customers.” Asia Sentinel, the Hong Kong-based current affairs news site, has been blocked by Putrajaya after it reproduced a ’sensitive’ article by Sarawak Report. Our inspector-general of police Khalid Abu Bakar has warned of more Internet policing on social media, as Malaysians “have shown to be less than mature” when posting views.

LET’S TALK GST…

An Ipsos study conducted among 1,002 Malaysians across states and

demographics in Peninsular Malaysia, to measure pre and post GST spending, found over 61% of Malaysians have been impacted in their shopping behaviour, with 28% saying they now spend more and 33% stating they now spend less. Richard Hall, Nielsen Malaysia’s Country Manager says, “There are still lingering effects from the introduction of the GST in consumers’ minds where they believe the impact of GST is far greater on their spending power than inflation data suggests. This effect will lessen and we believe the effect will be fully out of the system by the middle of 2016.” Year-on-year growth for Malaysia’s retail industry was lower in 2015, compared with 2014, mainly due to GST. The overall retail market has reported a drop by a third in spending and this is likely to continue as rising prices and a weaker ringgit begin to bite. The scheduled openings of 10 new shopping malls by 2015/2016 in the Klang Valley is expected to impact occupancy and rent further.

AND ON MALAYSIA’S MARKETING AND COMMUNICATIONS INDUSTRY….

The latest Monster Employment Index (MEI) report says the industry in Malaysia has significantly declined by 19% year-over-year in 2015. Want some good news?... According to Monster.com, Malaysia is the only market where talent for Marketing and Communications jobs is most in demand, registering 1% growth year-over-year!

t u O ft e L Do Not Be

Act Now! CALL 03-77262588

industry stats DECEMBER 2015 MALAYSIA TOP 10 WINS Creative Agency

Month

Account

Media Agency

Month

Account

VLT Malaysia

Jan

BMW (Digital)

Initiative

Sep

Maxis

DDB

April

Revive

Mec

Dec

Danone (Dugro, Mamil)

Publicis

Feb

Sunway Properties

Mindshare

Nov

Unilever

M&C Saatchi

June

Yonder

Mindshare

Nov

Digi

Dentsu

Oct

Honda

OMD

Mar

Beiersdorf

Publicis

Feb

York

Starcom MediaVest

Oct

AirAsia(SEM)

Leo Burnett

Feb

Carlsberg Regional Project

Universal McCann

Oct

Malaysia Airlines

Publicis

Feb

Continental Tyre

Mindshare

Mar

Pizza Hut

M&C Saatchi

April

UEM (Branding)

Universal McCann

Aug

Sime Darby

M&C Saatchi

April

Sime Darby LPGA

Starcom MediaVest

Sep

Courts Mammoth

Intra: Narcos. A slow internet can kill your series. Advertising Agency EstĂşdio Submarine, Belo Horizonte 10 MARKETINGISSUE202JAN-FEB

Country Brazil Art Director Phellippe Samarone

Copywriter Juliano Torres

“STOPPING ADVERTISING TO SAVE MONEY IS LIKE "IT IS REGRETTABLE BUT I CAN STOPPING YOUR WATCH SAVE TIME.” UNDERSTAND THEIR POSITION.” TO Henry Ford T. Renganathan, Organising Chairman of Kancil Awards 2015 commenting on the resignation of Dentsu Utama and its representatives from the Association of Accredited Advertising Agents Malaysia (4As), after the 4As disqualified a number of Kancil Awards won by Dentsu Utama because their winning works were deemed sufficiently close to works created in the United Kingdom and Sweden.

“WE NEED TO STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN & BE WHAT PEOPLE ARE INTERESTED IN.” Craig Davis

12 MARKETINGISSUE202JAN-FEB

“IN OUR FACTORY, WE MAKE LIPSTICK. IN OUR ADVERTISING, WE SELL HOPE.” Peter Nivio Zarlenga

cover story

PERMANIS

FAST 5

THE

DIMENSIONAL TEAM Entry into the Malaysian book of records for having produced the “First Print Campaign Using Five Senses” for the launch of Wonda coffee, doesn’t begin to describe the unsurmountable enthusiasm and very realistic disregard for limits, which this team embodies.

By Poonam Balan

ISSUE202JAN-FEBMARKETING 13

cover story “WE HAVE MOVED AWAY FROM USING STANDARD GRP CALCULATIONS TO DETERMINE THE EFFECTIVENESS OF OUR CAMPAIGNS, WE MANAGE THE IMPACT THAT WE NEED TO DELIVER TO THE CONSUMERS FOR THE GROWTH OF THE BRANDS.” SANTHARUBAN

The Permanis team, rightfully called so, are indeed the sweetener, cherry-on-the-top kind of marketing professionals. We at Marketing Magazine had a chance to steal them away recently for an outdoor shoot. Expecting a traditional interview with the President and CEO, we instead had the immense opportunity to meet the team powering these delightfully different campaigns. I spoke to 10 energized teammates, all keen to express their unexpected learnings - and loyalty for the company’s belief in them. Racking up over 20 awards to date, the accolades keep coming in for this team, led by a founder who has successfully implemented a no red tape, open door policy, 14 MARKETINGISSUE202JAN-FEB

which successive leaders all seem to echo in the interview. The list of awards attained reflects not just achievement, but an obvious acknowledgement by industry onlookers of a well-oiled and uninhibited machine. From winning GOLD at the coveted Effie Awards to being the advertiser of the year at the Malaysian Media Awards - setting their sights on making headway through everyday roadblocks with an open mind, seems to be working just fine! Although we are highlighting their marketing capacity, a look back at years 2000 and 2001, will remind you that their manufacturing was noticed and voted by PepsiCo as the most

SEATED FROM LEFT: OLIVER KAU - BRAND MANAGER, HEMALATHA RAGAVAN - VICE PRESIDENT, MARKETING AND BUSINESS DEVELOPMENT, SANTHARUBAN THURAI SUNDARAM - GROUP MARKETING MANAGER, JOYCE LIM - EVENTS AND PUBLIC RELATIONS MANAGER. STANDING FROM LEFT: AMY GAN - SENIOR BRAND MANAGER, CHEONG MAY YEEN - BRAND MANAGER, TAN JUNE YIN - ASSISTANT BRAND MANAGER, CHONG PUI YEE - ASSISTANT BRAND MANAGER, STEPHANIE CHEAH - ASSISTANT MANAGER, PUBLIC RELATIONS, TAN I - LIN - BRAND MANAGER.

ISSUE202JAN-FEBMARKETING 15

RECOGNATION & AWARDS WONDA 5 DIMENSIONAL PRINT CAMPAIGN 2014 ASAHI GROUP HOLDINGS PRESIDENT'S AWARD MALAYSIA BOOK OF RECORDS FIRST PRINT CAMPAIGN USING FIVE SENSES THE SPARK AWARDS GOLD, BEST MEDIA SOLUTION: PRINT PROMOTION & MARKETING AWARDS (PMAA) GOLD, BEST USE OF PRINT (DRAGONS OF MSIA) ORDER OF EXCELLENCE: BEST USE OF PRINT (DRAGONS OF ASIA) ORDER OF EXCELLENCE: BEST PRODUCT LAUNCH OR RE-LAUNCH (DRAGONS OF M’SIA) EFFIE AWARDS MARKETING EXCELLENCE AWARDS GOLD, EXCELLENCE IN ADVERTISING GOLD, EXCELLENCE IN LAUNCH MARKETING SILVER, EXCELLENCE IN MEDIA STRATEGY FINALIST , EXCELLENCE IN BRAND AWARENESS TROPICANA ERATKAN JALINAN 2013 MALAYSIA MEDIA AWARDS GOLD, BEST USE OF RADIO / AUDIO THE SPARK AWARDS GOLD, BEST MEDIA SOLUTION: RADIO

16 MARKETINGISSUE202JAN-FEB

efficiently operated Pepsi-affiliated plant in the world. A testament to the company’s roots in manufacturing, this FMCG does know and has cornered the beverage market. As a fully-owned subsidiary of Asahi since 2011 and a close partner of PepsiCo, Permanis has found a winning balance between its very authentically Malaysian way of commerce and management, to fulfilling the goals set out by its ambitious parent and partner companies. The Permanis team has absorbed proven traits and learnings from these larger brand associates, and optimized on their evident agility. As the company has seen a robust talent growth since its early days in 1973, introduction of further structure to its internal training and development, and performance management methods, is underway. With 90 percent of its team entrants being - NOT from a FMCG background, and a marketing team made up of largely new age PR and digital branding professionals, the company has hardwired an effective bottom-up osmosis system. However, the question of how they’ve

managed to coax their backend manufacturing folks to turn sales ambassadors, and front line marketers to turn product development experts - is a wonder. When asked, they credit their genuine closeness and camaraderie, and a leadership team who reinforces the importance of clarity between professional and personal. Staring down the barrel of a 10 year low of the consumer confidence index (CCI), as published by Nielsen, the company is poised to not just hold its somewhat pole position in the beverage segment, but use this down time to conjure and concur more untapped avenues of delivering relevant ad campaigns. Igniting

new, affordable and penetrative brands like Wonda is the continuous goal. Despite dismal national sentiments, *economists forecast an increase in market demand growth for the food, beverages and tobacco segments, against an expected continued yearly growth of five percent in overall retail sales volumes, over the next few years. There is no doubt that the 820 million ringgit investment by Asahi in mid-2011, and the advisory received by Permanis from Deloitte, was a decision with foresight.

*PWC 2015-2016 outlook for the retail and consumer products sector in Asia report

Sight (3D glasses were included)

THE WINNING 5D WONDA CAMPAIGN

“WE HAVE A BRAND EXECUTIVE WHO JOINED US FRESH WITH ALMOST NO WORKING EXPERIENCE WHO GREW TO BECOME A BRAND MANAGER WITHIN 4.5 YEARS. THIS PERSON NOW MANAGES OUR LARGEST BRAND PORTFOLIO.” SANTHARUBAN

The Wonda campaign which began in 2013 reminded marketers of the pull of variety. The plan was to create simultaneous market relevant entries, build new pockets of fans based on unique associations and common interest. Highlighting the International Coffee Day on September 29th, allowed avid Malaysian coffee drinkers to now become part of a list of coffee loving nations – particularly Wonda coffee drinkers. There is still value in awareness campaigns like these, human

cover story EFFIE AWARDS FINALIST MALAYSIAN MEDIA AWARDS 2015 ADVERTISER OF THE YEAR: PERMANIS SANDILANDS

Sound (background sound on their website)

GRAND PRIX WINNER: WONDA LAUNCH CAMPAIGN Touch (pop-up feature in print)

BEST USE OF DIGITAL: SILVER, WONDA INTERNATIONAL COFFEE DAY CAMPAIGN

Smell (highlighting aroma through imagery) Leaving “Taste” in your hands – a clear callto-action with a tantalizing build-up.

BEST USE OF OUT- OF- HOME MEDIA: GOLD, WONDA INTERNATIONAL COFFEE DAY CAMPAIGN (5D LRT CAMPAIGN) BEST USE OF ABC － AUDITED NEWSPAPERS AND MAGAZINES: GOLD, WONDA’S 5-SENSORIAL PRINT CAMPAIGN

Source: https://www.youtube.com/ watch?v=bltuzqFTaiw Source: Malaysia Effie 2015 Video Wonda ICD

beings will always be susceptible to a need to belong. This team and the five agencies they worked with, did indeed conjure up a 360 plan that was bound to be in your face, and evoke enough connection for you to want to try a Wonda canned coffee yourself. The MyTeksi collaboration and LRT exposure has been talked about again and again. An obvious thought running through most marketer’s minds is the sheer size and push of this brand. Persistence did pay off and there was no fear of possible distaste. How could the consumer feel as such, when every push to try - was brought

right to their doorstep with care. Google Wonda campaign and find the description under this stupendous commercial, and it will read; “Wonda Coffee, made with premium quality Arabica coffee beans that serve up a just-brewed taste. If it’s not the best, we won’t serve it. So awaken your senses today with Wonda Coffee’s delicious freshness, in Latte, Original, or Mocha.” I stress on the spacing between the complimentary phrases, the repetitive reinforcement of

“TODAY WHEN I LOOK BACK, THE COMPANY HAS GROWN NOT JUST IN THE BRANDS WE REPRESENT, WE GET THE BEST OF BOTH WORLDS, WE HAVE PEPSICO AS A PARTNER, AND BEING A PART OF A LARGER MNC LIKE ASAHI HAS ENCOURAGED US TO LOOK AT THINGS IN A DIFFERENT WAY” HEMA

BEST USE OF MEDIA INTEGRATED CAMPAIGN: GOLD, WONDA LAUNCH CAMPAIGN SILVER, WONDA INTERNATIONAL COFFEE DAY CAMPAIGN THE SPARK MEDIA AWARDS 2015 BEST ENGAGEMENT STRATEGY SILVER, WONDA 5D LRT CAMPAIGN BEST MEDIA SOLUTIONEXPERIENTIAL GOLD, WONDA 5D LRT CAMPAIGN BEST MEDIA SOLUTIONOUT OF HOME GOLD, WONDA 5D LRT CAMPAIGN BEST MEDIA SOLUTION – PRINT GOLD, MOUNTAIN DEW NEON CAMPAIGN

ISSUE202JAN-FEBMARKETING 17

cover story BRONZE, TROPICANA FESTIVAL PRINT CAMPAIGN PMAA 2015 (PROMOTION & MARKETING AWARDS 2015) CAMPAIGN: WONDA INTERNATIONAL COFFEE DAY CAMPAIGN EXCELLENCE IN BEST INTEGRATED MARKETING CAMPAIGN: GOLD EXCELLENCE IN BEST BRAND AWARENESS CAMPAIGN: ORDER OF EXCELLENCE CAMPAIGN: WONDA HAS GONE BIGGER EXCELLENCE IN BEST BUSINESS TO BUSINESS OR TRADE－SILVER EXCELLENCE IN USE OF MEDIA: ORDER OF EXCELLENCE PUTRA BRAND AWARDS 2015 BEVERAGE – NON ALCOHOLIC CATEGORY SILVER: TROPICANA TWISTER MARKIES AWARDS 2015 AWARDS: BEST IDEA – PRINT: WONDA 5 DIMENSIONAL PRINT CAMPAIGN MEA 2015 (MARKETING EXCELLENCE AWARDS 2015) MARKETER OF THE YEAR: PERMANIS SANDILANDS CAMPAIGN: WONDA INTERNATIONAL COFFEE DAY CAMPAIGN EXCELLENCE IN OUT-OFHOME ADVERTISING－GOLD EXCELLENCE IN MEDIA STRATEGY－GOLD EXCELLENCE IN ADVERTISING－GOLD EXCELLENCE IN MOBILE MARKETING－SILVER 18 MARKETINGISSUE202JAN-FEB

“I ENJOY THE TEAM THAT WE HAVE, THE EFFORT THAT THEY PUT IN AND THE PASSION THAT THEY BRING, THIS IS SOMETHING MONEY CAN’T BUY. THIS IS ONE OF THE BEST TEAMS WE’VE HAD.” HEMA

freshness in both, and the affirmative tone reassuring that this is a product of quality backed by people who understand and are of standards. Much like the slogan, the video highlights sensory pleasing imagery, two gentlemen, both a certain sort, most viewers will likely allow themselves to enjoy and retain in memory. This was validated when the video views hit over 100k in just a week! It’s now well over six times that figure. Wonda being a proven product in Japan, and it being Asahi’s first brand launch outside of Japan, made the achieved success no less pressuring for the local team. It goes without saying that relevancy is crucial in advertising. The work of storyboarding a convincing ad campaign in any medium calls

for a main ingredient of contemplation, anticipation of lash backs, and an undying appreciation for Murphy’s Law. The team took a huge leap of faith with the introduction of Wonda, and came out even better armed for the next big thing. Taking a much closer look at Wonda’s print campaign, I noticed the face of a friend who worked with me in a previous role, Ben had offered his perspective as a fellow “returned Malaysian diaspora”, and is indeed a great choice by the Permanis team. The industry is in fact - that small. We as marketers, will our way to the next thing that will hopefully spark a lasting fizzle. The focus Permanis’s President and CEO, Mr. Erwin Selvarajah has paid to integrating a Theory Y styled leadership, has resulted in the infectious enthusiasm of his employees. It is

an exemplary mix of strategic hiring and enlightened perspective despite the odds. In this story, the outcomes have justified the risks they’ve taken in encouraging ownership, at all levels.

PIONEER TO FINESSEFUL MATRIARCH Hema regales the beginning, when she was part of a 5 member team only offering carbonated soft drinks at the time. From a modest list of a few brands, the company has come a long way in generating double digit net sales growth, year after year. Humbly mentioning

that it has been a steep learning curve and crediting her leader; Erwin. Hema firmly affirms that taking the time to connect and understand the perspectives of the team she leads - is key. Trusting their capacities, and equipping them has created a culture of open ideation. In Permanis, unlike in most FMCGs, structure and bureaucracy has been kept to a minimal, encouraging bold sharing of ideas and perspectives at all levels. Positions are noticed, however managers must actually lead a sizeable team to earn and retain their titles. Although, its

Bottled juice – anyone?

talent pool is looking like it will only enlarge in the coming years, this team exudes the more benevolent approach its leadership has evidently instilled, in not just the pioneering team, but throughout the ranks. The Tropicana campaign was a market first, Permanis had never been in the juice segment. Hema recalls it being alien to the company at the time. This launch marked the first juice to be presented in a bottle rather than the tetra pack, it was a make it or break it situation. Moving beyond the doubts, Permanis became the market

EXCELLENCE IN BRAND AWARENESS SILVER CAMPAIGN: MOUNTAIN DEW NEON CAMPAIGN EXCELLENCE IN INTEGRATED MARKETING (CONSUMER) GOLD Mountain Dew awards

leader in this segment within the first 10 months of its launch.

NOTICED ALL THE NEON AROUND TOWN? The introduction of the new neon-edition Mountain Dew bottle would have likely been cemented in the minds of many, not just because of its striking colour, but because it was the fastest growing carbonated drink in Malaysia in 2014. The Star newspaper who partnered up with Permanis saw an increase in print sales, due to the special jacket they had created with an LED bottle you could actually switch on. The neon green bottle made appearances all over Malaysia. The campaign also connected with Dota and skateboarding fans, forming and epic marriage between the “kick, push” faithfuls and the many unnoticed warriors who walk, sleep and breathe Dota. Claiming the title of organizing Malaysia’s largest amateur Dota

2 tournament, has certainly captured the attention of those targeting the youth segments. I once read that “all success in advertising is predicated in being alive and retained in the memory”, which is an accurate way of describing the trials and tribulations of marketing. It is tantalizing, it is methodical, it is frenetic, but it is also - not rocket science! A commonality I found from conversating with each Permanis team member, was the clarity and consistency in vision which they all possessed - a necessary trait in trying to stay on course throughout

the pursuits of firsts, in a fast moving consumption based industry. The compliment I left Hema and Ruban after speaking to their eight bright prodigies, was that I couldn’t really tell - who worked in manufacturing and who storyboarded the ads. Talent in the hands of this FMCG leadership team will see the expectations of the marketing profession through, a career with Permanis will truly be a journey of courage and continuous growth.

EXCELLENCE IN MARKETING INNOVATION GOLD EXCELLENCE IN PRINT ADVERTISING GOLD EXCELLENCE IN ADVERTISING SILVER EXCELLENCE IN LAUNCH MARKETING BRONZE EXCELLENCE IN MARKETING COMMUNICATION BRONZE BRANDS YOU LOVE Permanis offers a wide range of beverages like Pepsi, Revive Isotonic, Mountain Dew, Mirinda and Kickapoo, as well as non-carbonated variety such as World's No.1 ready-to-drink juice - Tropicana, World's No.1 readyto-drink tea - Lipton, and Wonda - the fastest growing a ready-to-drink coffee in Malaysia.

“GO BIG OR GO HOME. THERE IS NO REAL POINT IN RUNNING A MARKETING CAMPAIGN IN SMALL BURSTS OVER 3 MONTHS. IMPACT IS THE KEY.” SANTHARUBAN

ISSUE202JAN-FEBMARKETING 19

index AGENCIES/COMPANY Asahi 16 Astro Go Shop Sdn Bhd 70 Big Tree Outdoor 79 Blueocean Technologies 82 Carat Malaysia 64 Carat Media Services (M) Sdn Bhd 63 Celcom AXIATA Bhd 28 CIMB 52, 58, 59 CIMB Bank 47 CIMB Banking Group 28 Omnicom Media Group, Malaysia 50 Contagious Communications 42 Deloitte 16 Dentsu Aegis 82 Dentsu Media Malaysia 43 Dentsu Utama 12 DNAcomm 82 FCB 82 Fishermen Integrated 43 Fuse Omnicom Media Group Asia Pacific 62, 63 Google 28 GroupM 60 Hakuhodo 82 Hindustan Unilever 66 IBM 28 IKEA 28 Intigus 82 IPG Mediabrands 59 Isobar 82 Johnson & Johnson, Malaysia 59 Leo Burnett 42 , 79 LinsAd 82 Lowe and Partners Worldwide 66 Lowe and Partners Worldwide (India) 67 Malayan Banking Berhad 28 MalaysiaKini 6 Maxus 55 Mediacom 58 Media Prima Berhad 43 Media Prima TV 43 MERCY Malaysia 31 Microsoft 23 Millward Brown 40 Mondelez International 28 Monster 82 Monster.com 6 Mullen Agency 40 Nielsen 16 Nielsen Malaysia 6 O&M India 42 Omnicom Media Group Malaysia 47, 59 People ‘n Rich 82 PepsiCo 13, 16 Permanis Sandilands 13, 16, 18, 19 Petronas 79 20 MARKETINGISSUE202JAN-FEB

P&G 28, 60 PIXIO Sdn Bhd 79 R3 Asia Pacific 28 Saatchi-Saatchi Arachnid 82 Salon 41 Shangri-La Hotels 28 Shell Malaysia Trading Sdn Bhd 59 Starcom MediaVest Group Malaysia 59 Sunway University 52 The Edge Group 6 The Edge Media Group 65 The Edge Singapore 65 The New Straits Times Press Bhd 65 The Rakyat Post 6 The Star 19 The Sun Media Corp Sdn Bhd 65 TM Info-Media Sdn Bhd 56 Trapper Group 82 Unilever 28 Waze Malaysia 59 Xaxis 65 Zenith 82

Nescafé Mountain Wash 39 Oishi Green Tea Lychee 38 OLDTOWN White Coffee 36 Otentiq Cheezy Mushroom 38 Pepsi 19 Revive Isotonic 19 S-26 Gold Progress Promise 36 S-26 Mama 37 Sarawak Report 6 SK-II 60 Super Essenso MicroGround Coffee 36 The Edge 65 theedgemarkets.com 65 theedgeproperty.com 65 The Malaysian Insider 6, 65 The MyTeksi 16 The Rakyat Post 6 The Star 19 theSun 65 Tropicana 18, 19 Umbro-Isomax 36 Wonda 13, 16, 17, 18, 19

BRANDS/PRODUCTS

PEOPLES

AdAge 41 ADFEST 42 AdWeek 41 AIRWICK 36 APPIES Malaysia 28 Apple 23 Asia Sentinel 6 Astro 28, 59, 60, 64, 68 Astro Awani 6 Ayam Brand 48 CarJEN Nyonya Curry Laksa 39 Coca-Cola 28 Drypers Classic 37 Drypers Touch 37 Facebook 40, 41, 53, 54, 55 Google Now 23 Go Shop 70 GQ 41 Grab! 42 Haven 65 Hershey’s Soyfresh Cookies ‘N’ Créme 38 Huffington Post 41 Kickapoo 19 KidZania 48 KiniBiz 6 Lipton 19 Lipton Peach Ice Tea 37 Milo Nutri G 38 Mirinda 19 Mountain Dew 19 Mr D.I.Y. 70 MyTeksi 42 Nescafé Blend & Brew 39

Ahmad Izham Omar 79 Alfian Abu Talib 56 Amazon 28 Amelia Peng 79 Amy Gan 15 Anaheeta Goenka 67 Anathea Ruys 62, 63 Andreas Vogiatzakis 47, 50, 52, 59 Anthony Tan 42 Arif Yap 43 Aril 69 Aseem Puri 28 Bala Pomaleh 64 Ben Mahmud 59 Bill Bernbach 70 Cheong may yeen 15 Chong Pui Yee 15 Craig Davis 12 Creativity 41 Dato’ Rozalila Abdul Rahman 70 Dato’ Sri Shazalli Ramly 28 Datuk Kamal Khalid 43 Dave Weist 40, 41 Donald Gunn 42 Edward Ling 59 Erwin Selvarajah 18 Eswara Van Sharma 79 Faizal Mansor 6 Ganesan Manohgaran 69 Garnier Pure Active Anti-Acne White 39 Geraldine Gan 69 Goh Shu Fen 28 Hemalatha Ragavan 15

Henry Ford 12 Henry Tan 28, 59, 64, 68, 59 Ho Kay Tat 65 Hugh Seet 82 Jahabar Sadiq 65 James Yap 79 Jaz Lee 79 Jimmy Lam 42 Joe Corrigan 68 Joyce lim 15 Karen Ong 59 Kelvin Low 79 Keng Guan 68 Khalid Abu Bakar 6 Koray Doyran 24 Kristen Li Yen De Silva 79 Mah Kam Lin Noronha 28 Maritz 42 Mark Chaves 63 Maxus 55 Melanie Ranatunga 79 Michel de Rijk 65 Mohamed Adam Wee 28, 47, 52, 58, 59 Muhammad Aizuddin Anwar 43 Neal Estavillo 58 Neil Stewart 53, 54, 55, 56 Ng Zhang Hui 48 Nicole Tan 69 Oliver Kau 15 Paul Kemp-Robertson 42 Peter Nivio Zarlenga 12 P Gunasegaram 6 Piyush Pandey 42 Prashant Kumar 59 Prof Alvin Ng 52 Richard Hall 6 R. Nadeswaran 65 Santharuban Thurai Sundaram 15 Stephanie Cheah 15 Stuart La Brooy 60 Tan I - Lin 15 Tan June Yin 15 Tan Sri Datuk Wira Prof Dr. Mohd Shukor Hj. Mahfar 48 T. Renganathan 12 Tunku Abdul Rahman Putra 68 Woei Hern Chan 59 Wong Pi Yee 59 Xavier López Ancona 48 Yap Chee Weng 43 Zee Avi 69

THE UNFOCUSED

BIG PICTURE by Josh Sklar, President of Heresy, Author of “Digital Doesn’t Matter (and other advertising heresies)” josh@heresy.co, @ chiefheretic, http:// heresy.co, http:// digitaldoesntmatter.com

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our cynical audiences, but also very much due to Moore’s Law and the rapidly evolving technology that they are integrating more and more into their lives. We’ve moved on from CD-ROMs, kiosks, desktop widgets, web plug-ins, flash drives, branded screen savers, self-playing email attachments, extranets, and a plethora of other messaging platforms after investing much

time and energy in each. What used to take many years of research, development, and testing before implementation and adoption now takes just a few months. As we sit down and consider pitching the ‘newer’ tactics like mobile apps to our clients, it will do all of us well to recognize that we are in a transition period. One where we

are traveling from bulky, unwieldy desktops through luggables, laptops, PDAs, netbooks, tablets, smartphones, wearables, to our eventual, not so far off destination: contextual information that is instantly available to us as and when we find we need it, without having to stop and use an intermediary device. Apple invented Siri, Microsoft has Cortana, and Google is satisfied

online FLUX ... IT WILL BE WISER TO INVEST TIME AND TALENT IN CREATING MEANS FOR PEOPLE TO CONNECT TO AND SHARE WITH EACH OTHER WITHOUT ANY OBSTACLES IN THE WAY...

with the less personable “Google Now,” but they all serve the same purpose of inserting their concierge-like helpful knowledge and services right into the moment you need them. Apple and Microsoft know their customers are forever – for now – clutching mobile devices, so a simple ‘Hey Siri’ voice request or a press of the home button is enough to

get you the age of the celebrity you’re watching on a reality show, directions to the nearest hipster food truck, or the atomic weight of a chemical element you’re calculating. ‘She’ and Cortana don’t expect their users to open various apps and deal with inconsistent user interfaces conceived by people with wildly different ideas of good user experiences and best practices. They

simply present the requested information and auto-open the program that can best showcase or enhance it, if necessary. Google Now does the same thing by making its search tools available wherever the person who needs the information is, no matter the app that is fixed on their screen at the moment. In a future coming sooner than you realize, we will not have physical impediments to the information and content that strikes our fancy or fulfills our needs of the moment. People will not have to learn how to load, run, and access it. They will speak or think it, and there it will be for their consumption. You think folks feel a sense of entitlement now? Just wait until the early 2020s when they will scream in frustration if forced to touch a physical object. Today, every brand wants an app just like everyone wanted a web site in the mid-1990s, but if there’s not a specific, unique purpose it is serving, all it is doing is contributing to app fatigue of

your customers while spending a lot of budget on software that will have to be maintained on every mobile OS as each one undergoes a system update. People download hundreds of these programs to their devices and only use a handful regularly because there are easier ways to accomplish what these programs do – unless you’re a bank or a social network. It will be wiser to invest time and talent in creating means for people to connect to and share with each other without any obstacles in the way. That’s the big picture most everyone seems to be missing as they scramble to figure out the best, least expensive way to create native mobile apps and responsive web sites. Instead of focusing on interim technology with expiration dates, squandering the respect of clients because of short term thinking, look for the shortest path of least resistance to the people you’re trying to reach. We’re nearly there, and, at this point, he who R&Ds the most wins. ISSUE202JAN-FEBMARKETING 23

creative showcase Olympus Cameras: Dog No detail is left in the dark with Olympus Camera. The worldâ&#x20AC;&#x2122;s most light sensitive smart camera. Agency Rafineri Istanbul Client Olympus Country Turkey Creative Directors Emre Kaplan, Ayse Bali Copywriter Ali Sener, Gokhan Ozdemir Art Director Koray Doyran

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creative showcase Halls: Red "Soothe your worst prickle." Advertising School Savannah College of Art and Design, Savannah, USA Art Director / Copywriter Rushil Nadkarni

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ASSOCIATE YOUR BRANDS WITH PROVEN TRAFFIC... audited by Intel AIMsuite

marketing strategy

APPIES MAKES M CREATORS OF CRÈME DE LA CRÈME 2015 MARKETING CAMPAIGNS INVITED TO SUBMIT ENTRIES!

Following a seven-year track record in Singapore, the highly acclaimed APPIES – the annual festival showcasing the best ideas in marketing across Asia – now launched its Malaysian edition. For the first time ever, APPIES Malaysia will a host a two-day Marketing Congress and Awards event on May 19 & 20, 2016 at the Eastin Hotel in Petaling jaya. Recognising and celebrating the most brilliant and inspirational ideas in marketing communications. APPIES Malaysia is an annual festival of the best marketing ideas. Held over two days, it is organised by the MARKETING magazine. “What also sets The APPIES apart from other events is that each featured campaign is presented Live by the brand marketers and campaign creators themselves before a panel of judges and an industry audience. Only outstanding campaigns that have a unique marketing success 28 MARKETINGISSUE202JAN-FEB

story will go on to win the APPIES Gold or Silver trophies,” said Harmandar Singh, President of APPIES Malaysia and Regional Publisher of MARKETING magazine. “The APPIES goes beyond conventional award programmes, providing a leading knowledge-exchange platform as it includes special events such as keynote sessions and panel discussions on relevant industry topics,” says Ms Goh Shu Fen, President of the Institute of Advertising Singapore, the people behind APPIES Asia. She is also Advisor of APPIES Malaysia and Principal of R3 Asia Pacific. Known as the “TED for Markeing”, campaign entries will be presented by their brand marketers or campaign creators in an interactive format comprising of a four-minute creative reel summarising the overall marketing campaign followed by a six-minute oral presentation, highlighting significant aspects of the

APPIES CALL

campaign. The presenter also fields questions about the campaign from judges and the audience in a 20-minute Q&A session. APPIES Malaysia theme for 2016 is SHARING is EVERYTHING!

“Over the years, The APPIES has attracted the attention of top marketers, agencies and partners. It showcases the best campaigns, presenting an unparalleled opportunity to learn, network and celebrate with some of the brightest minds in marketing today. It truly is an industry milestone we’re creating by having it here in Malaysia,” added Harmandar Singh. Both creative agencies and corporates are welcome to participate in this inaugural instalment of The APPIES in Malaysia by submitting their entries by 15 March 2016. Entrant campaigns must have run between January 2015 and February 2016 in any of these six categories – consumer durables, consumer services, food and beverage, non-food FMCG,

business services, as well as government, cultural, social and environmental campaigns.

Leading brands like P&G, Mondelez International, Coca-Cola, Google, IKEA, IBM, Unilever, Amazon, Shangri-La Hotels & Resorts and Asia Pacific Breweries have all won at the APPIES over the years. Led by Chief Judge of APPIES Malaysia 2016, Adam Wee Abdullah, Group CMO of the CIMB Banking Group; entries will be judged by a panel of 20 assessors, a C-suite A-list filled by the who’s who in the marketing fraternity across Malaysia. Invited Keynote Speakers include Dato’ Sri Shazalli Ramly, CEO of Celcom AXIATA Bhd; Aseem Puri, Regional Brand Director of Unilever; Henry Tan, COO of Astro; Mah Kam Lin Noronha, Group Data Scientist for Malayan Banking Berhad and Aseem Puri, Regional Brand Director for Unilever Asia.

marketing strategy

MALAYSIAN DEBUT FOR ENTRY

... APPIES IS AN ANNUAL FESTIVAL OF THE BEST MARKETING IDEAS IN MALAYSIA. ONLY OUTSTANDING CAMPAIGNS THAT HAVE UNIQUE MARKETING SUCCESS STORY WILL GO ON TO ULTIMATELY WIN THE APPIES...

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CALL-FOR-ENTRIES IS NOW OPEN! Imagine spending two full days learning from the best marketing case-studies from the past year, all presented by the creators of the campaigns! That is what The APPIES is all about, and it has been held in Singapore for over 7 years now where case-studies across Asia are show-cased. Now the first Malaysia edition of The APPIES will be held in late May 2016, brought to you by MARKETING magazine.

ABOUT THE APPIES

opportunity to learn, network and celebrate with the brightest minds in marketing.

APPIES is an annual festival of the best marketing ideas. Held over two days, and organised by the MARKETING magazine Malaysia, The APPIES recognises and celebrates the most brilliant and inspirational ideas in marketing communications.

WHO SHOULD PARTICIPATE

Outstanding campaigns that have rewritten the clichés of marketing go on to ultimately win the APPIES Gold Medals. The USP of the APPIES is that each of the campaigns is presented LIVE by the brand marketers or campaign creators before a panel of judges and the audience. The APPIES, now in its inaugural year in Malaysia, is also a leading knowledge exchange platform as it includes special events like keynote sessions and panel discussions on topics of industry relevance. Attracting participation from top marketers, advertising agencies and partners, APPIES not only showcases the best, but also provides an unparalleled 30 MARKETINGISSUE202JAN-FEB

AGENCIES Showcase your talents to award-winning campaigns to an audience that comprises the who’s who of advertising. Intrigue your peers, clients and prospects as you bring them into your world, and showcase the methods behind the genius. At the same time, embrace this opportunity to learn from peers and fella industry movers. Expand your horizons as the best minds in Asia Pacific share invaluable market know-how. Discover what campaigns work in various regions and uncover the reasons why.

CORPORATES Encourage your creative agency to present your campaign to the world and increase the visibility of your campaign manifold. Better yet, share the stage and co-present your campaign, relating

the creative process, campaign results and demonstrating how client-agency synergy can create spectacular marketing results.

UNIQUE LIVE PRESENTATION FORMAT OF ‘4-6-20’ The campaign entries are each presented by their brand marketers/ campaign creators in an interactive format comprising:

A 4-minute creative reel summarising the overall marketing campaign. A 6-minute oral presentation by the presenter to highlight significant aspects of the campaign. A 20-minute Q&A session where the presenter fields questions about the campaign from judges and the audience.

CATEGORIES CONSUMER DURABLES The items in this category include electronics and appliances (such as televisions, computers, sound systems, software), as well as property, clothing, accessories, luxury items, personal transportation (cars, motorcycles).

CONSUMER SERVICES This encompasses all consumer-directed services, including financial, retail, travel (air travel, railways), tourism (hotels, theme parks), dining, telecommunication, medical, education and entertainment-related services.

FOOD AND BEVERAGE (F&B) This category comprises all beverages (alcoholic and non-alcoholic),

including beers, wines, soft drinks, water, etc. It also includes all food items, such as packaged foods, diet foods, confectionery, snacks and others.

NON-FOOD FMCG Here, the category incorporates all fast moving consumer goods (non-food items), such as personal care products, medicines, remedies, health and wellness items, household consumables (detergents, paint) and tobacco-based products.

BUSINESS SERVICES The business services category entails all business-to-business services, consultancy services, courier, document, software/ hardware management services, and more.

Campaigns in this category have taken on governmental, cultural, social and environmental campaigns to promote awareness/preservation. This category also includes pro-bono campaigns executed for non-profit organisations.

GOVERNMENT, CULTURAL, SOCIAL AND ENVIRONMENTAL CAMPAIGNS

CAMPAIGN SUBMISSION FEES Submission fees for each campaign is RM750 Entries must have run between January 2015 - February 2016. CLOSING DATE FOR ENTRIES: 15 MARCH, 2016. DOWNLOAD: www.appies.com.my SLEDGEHAMMER COMMUNICATIONS (M) SDN BHD 22B, Jalan Tun Mohd Fuad 1 Taman Tun Dr Ismail 60000 Kuala Lumpur Tel: 03-7726 2588 ham@adoimagazine.com

SHARING IS LEARNING

Proceeds from APPIES Malaysia go to to Volunteer Relief Organization MERCY Malaysia.

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Every child deserves the right to play. But if you are a Syrian child in a refugee camp in Lebanon’s Bekaa Valley, life is anything but normal. Especially when you cannot go to a regular school, mingle with children your own age and end up suffering through cold wintry nights with rationed heating. From a conflict now in its fifth year, over 1.2 million Syrian refugees are in Lebanon. and more than half of them are young children! help us help them: www.mercy.org.my

A lonely shadow streaks across the rocky ground of a Syrian refugee camp in Lebanon. Every day, children line up to carry water, fuel, food and whatever it takes to keep life going. From a conflict now in its fifth year, over 1.2 million Syrian refugees are in Lebanon. More than half of them are children! Â Â help us help them: www.mercy.org.my

Night temperatures in Syrian refugee camps across the bekka valley in Lebanon hit sub-zero. For the people who have been displaced from their own country, there is no option. From a conflict now in its fifth year, over 1.2 million Syrian refugees are in Lebanon. More than half of them are young children! help us help them: www.mercy.org.my

For many Syrian refugee children, they will never know what a normal childhood means. Most of the refugees left comfortable jobs and homes with only a sense of self pride and dignity to show. Refugees are becoming more vulnerable by the day, living in a stressful context with no way out. From a conflict now in its fifth year, over 1.2 million Syrian refugees are in Lebanon. More than half of them are young children! Â Â help us help them: www.mercy.org.my

LOOK WHO' AIR WICK Life Scents Summer Delights / Mystical Garden Life scents delivers an ever changing and truly multidimensional experience of singular ingredients in one single spray. It makes everyone’s experience unique and ever changing… with a fragrance that captures life at its fullest.

Super Essenso MicroGround Coffee 3in1 / 2in1 ESSENSO MicroGround Coffee brings you the platinum standard in instant coffee. Created only with Arabia coffee beans, a proprietary technique called MicroPlus finely grinds the coffee beans to preserve their essence, before blending with soluble instant coffee to deliver a deeper aroma. With a roast note and a richer coffee that leaves a lingering taste.

S-26 Gold Progress Promise Umbro-Isomax Umbro-Isomax is an Isotonic drink for the young and active, brought to you by UMBRO, the global sports brand whose heart and soul is football. The drink is hip and trendy and comes in two flavours: Original and Mixed Fruit.

Backed by over 100 years of scientific research and innovation, and trusted by generations of moms, new and unique S-26 Gold Progress Promise is formulated with even higher levels of key nutrients – DHA, Choline & Lutein to help support brain, body and people smart in young children. The brand believes in nutritionally supporting not just the academic growth in children but also in physical and social development so children are able to develop their multiple intelligence today and into the future.

OLDTOWN White Coffee 3-in-1 Less Sugar The OLDTOWN White Coffee 3 in 1 Less Sugar has more than 25% less sugar as compared to the OLDTOWN 3 in 1 Classic White Coffee. It provides consumers with a healthier, reduced sugar option. Although with reduced sugar content, this authentic white coffee taste still maintains the same great taste. A great alterative for the health conscious.

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'S RUNNING FOR... Drypers Touch

Drypers Classic

S-26 Mama

Lipton Peach Ice Tea

S-26 MAMA is a maternal and lactating formula, with the new and mproved Wyeth Biofactors System that provides important nutrition for both mother and child, through the stages before pregnancy, during pregnancy and lactation. S-26 MAMA provides DHA from vegetables source, folic acid, iron, high in calcium and protein, now with Choline and Oligofructose and it has less fat than full cream milk.

Lipton, the world’s number 1 tea brand, has make it easier for Malaysians to enjoy the best of both worlds with the launch of Lipton Peach Ice Tea, a perfectly-infused concortion of the brand’s unique blend of real tea and just the right amount of peachy goodness. The new variants contain no artificial colouring, preservatives or flavouring making it not only a treat for the taste buds but also rejuvenates, refreshes and boosts the mind and body

New Drypers Classic comes with an attractive back sheet designs for different sizes, as well with the FlexiTape feature with size indicator, allowing parents enjoy the moments of diapering their loved ones. The key innovative product feature FlexiTape is easy to fasten, talc-resistant and allows for multiple fastening. And the specially designed shape fits your baby better and is comfortable for everyday use. It also has 100% breathability with a cloth-like cover that cares for your baby’s delicate skin and keeps baby’s skin cool and fresh. The unique skin-gentle layer also helps to effectively disperse urine therefore absorb more urine into the core to keep baby’s skin clean and healthy.

From your first moments together, you want to surround your baby in complete softness, and this inspired the creation of new Drypers Touch. Drypers combined experience as parents and diaper specialists, with intensive research and advanced testing to develop Pro Skin Technology; an utterly soft, highly absorbent, breathable and skin-caring innovation, providing ultimate comfort and care for your little ones. New Drypers Touch is specially designed with premium quality materials to help take better care of baby’s delicate skin. Each diaper features a super dry absorption core that provides excellent dryness. It also uniquely made with a super soft embossed top layer that gently protects baby’s delicate skin. The soft taping zone with FlexiTape fastening gives ultimate comfort for baby

ISSUE202JAN-FEBMARKETING 37

PRODUC Hershey’s Soyfresh Cookies ‘N’ Créme

Oishi Green Tea Lychee OISHI Green Tea Lychee Flavour, the latest edition to the OISHI family, is made from 100% fresh green tea leaves, grown on certified organic plantations. Only 3 of the best and youngest green tea leaves are carefully handpicked from the tip of each branch. The leaves are then masterfully brewed to OISHI's signature tea recipe to capture the authentic yet delicate taste of Japanese green tea. It contains no preservatives and no artificial colour. The perfect blend of green tea and lychee is surprisingly refreshing and delicious.

Made with the finest Hershey’s ingredients in a specially formulated proprietary recipe, Hershey’s Soyfresh is the world’s first Hershey’s branded soya beverage.

Milo Nutri G The evolution of MILO continues with a new innovation: MILO Nutri G bottle. Specially formulated to unleash sustainable energy to fuel Malaysians to go further. MILO Nutri G (Nutri stands for Nutritious and G for Grains) is the first product globally to have a unique mix of four different whole grains - brown-rice, wheat, oats, and barley - while maintaining its recognizable delicious chocolate malt taste. Malaysia is the first country in the world to introduce MILO Nutri G!

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The new Cookies ‘N’ Créme is also available in 236ml and 946ml pack sizes, offering consumer delicious Cookies ‘N’ Créme in a convenient ready-todrink format to be enjoyed any time of the day. Hershey’s Soyfresh Cookies ‘N’ Créme gives you the great Hershey’s taste in a ready to drink pack. Every sip is a taste of enjoyment and an a experience of happiness

Otentiq Cheezy Mushroom A unique blend of Asian herbs and spices combined with a European cheese heritage make CarJEN’s Otentiq Cheezy Mushroom in a class of its own. Using only the fine selections of Cheddar Cheese and exquisite herbs and spices, it vows to offer you an exotic gastronomical experience in cheese. While cheese is a healthy product and is a source of minerals, vitamins and calcium, the combination of premium quality ingredients like imported pure cheddar cheese from Australia and shitake mushrooms from Germany deliver a rich creamy and delicious taste. It is a quick, rich and nutritious meal to be served anytime, anywhere.

UCT OF 2016/17! Garnier Pure Active Anti-Acne White

CarJEN Nyonya Curry Laksa The hidden secret of Nyonya Curry Laksa lies in its authentic ingredients blended delicately with fragrant spices for a perfect balance of appetizing flavours. The dipping sauce is unique and delicious, and is a perfect match for an extra ‘kick’ in a rich curry. The first in Malaysia to bring an innovation in the noodles segment using palm oil cream. Made from the palm fruit it's cholesterol and trans fat-acid free, with more natural Vitamin E than any other vegetable cream. More than just instant noodles, CarJEN Nyonya Curry Laksa is a quick and hearty meal with nutritional benefits; high in fibre and no added MSG.

Garnier PureActive Anti-Acne White now fights 12 signs of acne and oil: acne, blackheads, acne marks, excess oil, clogged pores, uneven skin tone, wide pores, roughness, dullness, darkness, pollution dirt and make-up residues. It contains Salicylic Acid that helps to reduce skin imperfections and unclogs pores and HERBACLEAR, Garnier exclusive ingredient, that contains concentrated blueberry extract to help purify skin and remove dirt while giving skin a mattifying effect as it regenerates and brightens skin. Dermatologically tested for acne-prone skin.

Nescafé Mountain Wash Nescafé Mountain Wash is the first and only 100% water decaffeinated premium coffee mix in the world. The secret is the water: beans are 100% water washed – inspired from the local traditions of farmers soaking coffee beans in pure water for long hours to gently remove the caffeine while maintaining the bean’s signature flavour. Welcome to a DE-STRESS, DE-CAF, DE-LICIOUS experience, promising a strong, bold and well rounded coffee, with a fresh floral note.

Nescafé Blend & Brew A coffee revolution created under the proprietary ‘One Step Technology’ by Nescafé, a technological process that reverses the traditional method of coffee powder production by blending all ingredients prior to brewing. The result is a consistent silky mixture that retains quality of the highest standards. Made with high quality Robusta coffee beans and sealed in single-serve sachets.

ISSUE202JAN-FEBMARKETING 39

case study Century 21 is an American real estate company founded in 1971. Century 21 is one of the market leaders and also the brand with biggest awareness in the real estate sector in the US. So in 2013 seemingly, all was well for C21. However, one must admit the real estate business is not a very interesting topic for sparking conversations amongst the broader audience. The case is quite different for the hit TV series called Breaking Bad. The story of Walter White has won the hearts of both the critics and the regular audience all over the world. So how can these two be possibly connected? Even before Oreo’s celebrated Super Bowl Blackout Tweet, brands have been trying to ride the real-time social marketing bandwagon. They understand the need to be constantly present in consumers’ lives and to connect with trending cultural phenomena in order to be relevant and engaging.

BACKGROUND LET’S TALK ABOUT REAL ESTATE

The 2012 Millward Brown consumer survey revealed, for the 14th year in a row, Century 21 Real Estate LLC is

40 MARKETINGISSUE202JAN-FEB

the real estate brand with the highest level of brand awareness as well as the most respected brand in the industry. So at the time of this case they were already a dominant market leader but of course extra awareness never hurts! It’s always a challenge with inherently less interesting brands. Real estate is not something people get particularly excited about or share on Facebook. However and fortunately for Century 21 the topic is strongly related to keywords like ‘home’, ‘family’, ‘happiness’ – things which most of us do care about.

ALL BAD THINGS MUST COME TO AN END

Breaking Bad premiered in 2008 and lasted for 5 years, the story in ending 2013. It was claimed by audiences and critics alike. Indeed is regarded as one of the greatest TV series of all time (!).

PLOT SPOILER ALERT:

After being diagnosed with incurable cancer, the central character Walter White makes a 360 turn and leaves his career as a chemistry teacher for the one of a drug lord. All this is in order to secure his family’s future. The last episode aired on the 29th of September 2013. For many, this was a bittersweet but nonetheless a dramatic event.

CENTURY 21’S BREAKING BAD:

REAL TIME MARKETING ON A LOW BUDGET AGENCY: Mullen, USA AWARDS: The Andy Awards 2014: Gold for Social Media; One Show Awards 2014: Gold for Social Media; The Webby Awards 2014: Gold for Native Advertising

CONNECTING THE TWO BRANDS

So September 29th was a big day and many people were engaged with the end of the show. Breaking Bad is very dark in its theme, but perhaps one redeeming feature is that the story revolves around a man’s struggle to help his family. C21 can certainly claim a connection with the family element. Moreover, many of the show’s key scenes take place in Walter’s fictional home in Albuquerque, New Mexico. The house is almost a cast member. Mullen, the agency working for Century 21 had a budget of just $400 (!) and less than a week to execute a relevant marketing activity around the TV series’ final.

THE SOLUTION ONGOING SOCIAL MEDIA MARKETING

The agency was already producing culturally relevant social media content for Century 21. Dave Weist, Executive Creative Director at Mullen, explains: ”Century 21 is a very likeable brand in terms of conversation. This piece of creative led to so many other pieces we do now. Once a week, we combine something interesting happening in the culture with the real estate market. It has to be inexpensive to produce and market. If we wouldn’t have a simple idea which we could get out quickly enough then it would lose its meaning. Now C21 is driving cultural conversations. It is much easier to do that than start a fire completely on your own. Sometimes it can just

happen but it usually requires a lot more money.”

WALTER WHITE’S HOUSE: FOR SALE!

This idea was undoubtedly a great piece of creative work. They listed Walter White’s house on Craigslist (the popular US website full of small ads) and created a smartly detailed pressrelease to accompany this initiative. The listing also featured insider references that any die-hard Breaking Bad fan would appreciate, like the leaky water heater that White had to replace in Season Two or the secret crawl space from Season Four. A Google Voice phone number for “Century 21 agent Carol,” was included in the listing for interested buyers to call. Needless to say, Mullen checked with the

organic and viral Facebook impressions, with 445 clicks, 94 likes, 26 shares and 12 comments; // Twitter outreach resulted in 1,613 mentions and 4,521,921 (estimated) impressions worldwide.

actual owners and next avoided any potential legal issues.

INVOLVING THE MEDIA The team worked on a story for the US and industry magazine AdAge and identified suitable media targets who were likely to give the stunt some additional push. Facebook posts accompanied the live airing of the final episode of Breaking Bad. The listing was tweeted to the show’s stars, influencers and media.

Dave Weist, Executive Creative Director at Mullen, shares his thoughts: ”It needs a bit of a tinder smoke to get the fire burning and that’s the hardest part. If you look at the things that are being talked about each day then you’ll realize that they are relatively unrelated subjects. But it is possible to push yourself into the top 3 section! The content lives on afterwards. At the end of

the day, you are working on several projects at the same time.”

RESULTS

There is never any guarantee whether initiatives like this will actually work. It could have possibly been a ‘fail’ for Century 21. Despite a tiny budget, this stunt was definitely a winner. Mullen’s Dave Weist urges brands to experiment: “So many of the campaigns today start from ‘how much money do we have?’. It should start from a great idea that uses the money in a smart way. This year, for Thanksgiving, we created a really interesting piece called ‘Tryptophan Slow Jam’. We knew that ‘Tryptophan’ is closely connected to Thanksgiving and people are looking that word up. Tryptophan is an amino-acid that is found in many foods,

such as turkey. It makes you fall asleep. We knew our piece would get noticed quickly on search. It was just a fun video about people falling asleep after they eat. If you can keep it cheap enough, you have the right to try different things! If you try enough things then once in a while you stumble across something that can have a bigger impact.” AdWeek called Century 21’s initiative “The Only Worthy Brand Tie-In to the ‘Breaking Bad’ Finale” while Creativity and Ad Age ranked the stunt among the top ten for 2013. The results are as follows: // Achieved 80 million+ media impressions; // Secured coverage from 42 top media outlets including AdWeek, Huffington Post, GQ, Creativity, and Salon; // More than 10,590

Following the ‘Breaking Bad’ stunt, Century 21 was sure to be among the top five most talked about brands in the country. Indeed, many people actually thought the listing was genuine!

KEY LEARNING WHAT’S HOT?

The truth is, most people don’t care about advertising, they just want to be entertained. Brands need to monitor whatever is happening and hot, and if they can, connect it to their marketing activities. In this case, Century 21 made a very good use of social media and tapped into popular culture to make real estate a bit more human and entertaining. “If you’re in a business which isn’t necessarily very interesting for people then you have to find a connection between your brand and the stuff people

case study actually care about. Do it in an interesting and respectful way! It has to have a smart connection to the brand, it can’t be a random thing. If you get it right, you’ll get a huge jump! It goes beyond traditional marketing. Every brand is capable of doing this, it’s the idea that counts,” says Dave Weist from Mullen.

SMALL BUDGETS CAN BE GOOD FOR CREATIVITY

$400 is not much to work with. However, at times this can act as a spur to great creativity. Dave Weist suggests that too many campaigns start from the (big) budget when instead, the idea should be the real starting point.

TIMELINESS AND DETAILS

With campaigns of this type (e.g. the Oreo ‘Blackout’ Tweet) timing is exceptionally important. The action has to be prepared in advance. Advertisers have to be flexible and innovative during the live event, identifying marketing opportunities as they present themselves. Whatever the channel and content, details and humour play a huge role. Century 21’s listing featured references to key elements from the show, which in turn made it more appealing to the fans.

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Source: Best of Global Digital Marketing - Story Book 2

“IT’S A GREAT IDEA FOR REACHING THE UNREACHABLE. THIS COULD BE USED IN OTHER DEVELOPING COUNTRIES,

NEWS DANGERS OF ANTICREATIVITY AT ADFEST ADFEST 2016 has announced that Paul KempRobertson, Co-Founder and Editorial Director of Contagious Communications, is presenting on “The Dangers of AntiCreativity” at ADFEST 2016. Kemp-Robertson is an expert on marketing innovation trends, and is considered one of the most reliable forecasters of the brands and movements that are shaping the future of our industry. At ADFEST, he will examine the threats that exist to creativity both in marketing and business terms, and look at ways to ensure that your company keeps focused on creativity. “Budget cutters, the shorttermists and our own biases are threatening the one thing proven to deliver effective

marketing: creativity. But it’s not just putting marketing at risk. We’re caught in the headlights of an anti-creative juggernaut on course to run down entire businesses,” says Kemp-Robertson. Kemp-Robertson co-founded Contagious Communications in 2004, which publishes quarterly creative journal Contagious, the collaborative research platform Contagious I/O and the consultancy unit, Contagious Insider that applies Contagious thinking to solve clients’ challenges and briefs. His career began at corporate communications firm Maritz before he helped to launch Shots magazine in 1990, where he later became editor. In 1998, he succeeded Donald Gunn as Leo Burnett’s Worldwide Director of Creative Resources in Chicago, a role he held for six years before leaving the agency to launch

PIYUSH PANDEY AWARDED PADMA SHRI BY PRESIDENT OF INDIA Piyush Pandey, Executive Chairman & Creative Director of O&M India, has been awarded The Padma Shri! Piyush is the first person ever in the Advertising and Communication category to be awarded the Padma Shri. Shri (also Padma Shree) is the fourth highest civilian award in the Republic of India. Awarded by the Government of 42 MARKETINGISSUE202JAN-FEB

Contagious Communications. “Paul understands the trends that are changing our industry before almost everyone else, and his insightful observations and predictions are always incredibly popular at ADFEST. We are delighted he is joining our program once again this year,” says Jimmy Lam, ADFEST President. Kemp-Robertson is a prominent voice on contemporary advertising, and has appeared on BBC Radio 4’s, The Today Programme and 5 Live’s Wake Up To Money. He is also a member of the SuperBrands Council. His TED Talk on alternative currencies has been viewed over 940,000 times. ADFEST 2016 runs from 16th to 19th March at the Royal Cliff Hotels Group in Pattaya, Thailand. Visit www. ADFEST.com

India, it is announced every year on January 26th, India’s Republic Day. The Padma Awards were instituted in 1954 to be awarded to citizens of India in recognition of their distinguished contribution in various spheres of activity including science, medicine, arts, education, sports, public affairs, industrialists, cine stars to conservationists and farming. It has also been awarded to some distinguished individuals who were not citizens of India but did contribute in various ways to India.

MALAYSIAN BASED MYTEKSI REBRANDS TO GRAB! MyTeksi, regionally known as GrabTaxi, has rebrabded to Grab. The new Grab encompasses all the company’s services: taxis (GrabTaxi), private car services (GrabCar), motorcycle taxis (GrabBike), social carpooling (GrabHitch)

and last mile delivery (GrabExpress), under one brand. Since launching in 2012, Grab has evolved from a humble taxi-booking app to Southeast Asia’s largest land transport company, with over 200,000 drivers and over 11 million mobile downloads. “We’ve grown over the years – and we’re

NEWS Fishermen Integrated recently launched an innovation in immersive digital experiences: the Monsoon Cup Motion 360 Virtual Reality Boat Simulator . The Fishermen Integrated team unveiled the custombuilt platform at the launch of the Monsoon Cup 2016, to an excited audience of sailboat racing enthusiasts as well as participants and special guests of the annual regatta, held in Puteri Harbour Marina. Combining the physical and the digital, the virtual simulator allows participants to experience sailboat

racing like never before. By stepping onto the custom-built motion platform and pulling on a Google Cardboard VR headset with YouTube 360 integration participants can virtually ride-along inside a sailboat as it races along the Johor coast. The platform moves with the motion of the virtual boat, while the VR headset provides 360-degree visual immersion. “At this year’s Monsoon Cup, we wanted to do something completely new and innovative - by bringing the racing action to people on the ground, and not just those on the sea,” said Arif Yap, Director of Monsoon Cup Malaysia. “Fishermen Integrated helped bring that idea

to life by creating the Simulator. We’re very proud that it’s the first of its kind - a world’s first, right here in Malaysia.” From sound to sight, movement to motion - The Monsoon Cup Motion 360 Virtual Reality Boat Simulator is the latest in immersive experiential technology that is changing the world. The 360-degree video used in the simulator was shot by Fishermen Integrated, with real sailors racing on the open ocean, to create the most realistic experience on the simulator. Fishermen Integrated is best known as the creators of the award-winning Kuching Happy campaign, on behalf of client Bank Simpanan Nasional (BSN).

In the eight-episode series, Aizdean, who speaks fluent Malay and Japanese, travels to different cities and towns in Japan, meeting a famous Japanese artist in each episode. Together with the artist, Aizdean visits places of interest, experiences the local culture and learns the rich heritage that influence the composition of some Japanese songs. Yap Chee Weng, Chief Executive Officer of Dentsu Media Malaysia (picture) says, “Content marketing continues to grow in importance, and that led us to orchestrating

an innovative solution whereby JAME would be able to leverage on our network to promote Japanese music and culture in Malaysia through a tailor-made programme featuring Aizdean’s talent, and with the support of Media Prima TV Networks as the exclusive media partner.” The bi-lingual music travelogue will be aired exclusively on Malaysia’s number one free-to-air TV network, TV3. “We are honoured to participate in this collaborative effort. With this collaboration, we are able to diversify

the genre programmes in TV3," added Datuk Kamal Khalid, Chief Executive Officer, Television Networks of Media Prima Berhad.

FISHERMEN INTEGRATED INNOVATES SAILING EXPERIENCE AT MONSOON CUP

now much more than a taxi app. This new brand is an important evolution that represents our goal to outserve our customers. We are not only providing passengers with a transport service, we are saving them time and ensuring they have a safe ride,” said Anthony Tan, Group CEO and CoFounder, Grab. Grab is Southeast Asia’s leading ridehailing platform for 620 million people across the region. The Company currently offers services in Singapore, Indonesia, Philippines, Malaysia, Thailand and Vietnam.

DENTSU MEDIA TIES UP WITH MEDIA PRIMA TV Dentsu Media Malaysia is collaborating with Media Prima TV Networks and the Japanese Association of Music Enterprises (JAME) to present entertainment programme ‘Muzik Hati Jepun’, specially curated for Malaysians. ‘Muzik Hati Jepun’ is a Malay-Japanese music travelogue hosted by Muhammad Aizuddin Anwar, or fondly Aizdean, a Tokyo-based Malaysian singer who has captured the hearts of Japanese since his debut in 2010.

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creative showcase Play-Doh: Loading Time A series of indoor from TwoAM South Africa posters targeting parents, dramatising the real-world benefit of this classic childrenâ&#x20AC;&#x2122;s modelling compound. Category Entertainment & leisure Client Hasbro Agency TwoAM.Agency Country South Africa Creative Director Marco Russolilo Art Director Michael van der Meer Copywriter Luke Lockhart-Ross Head of Art Reijer van der Vlugt

44 MARKETINGISSUE202JAN-FEB

NEW YEAR SPECIAL REPORT

Z E I T G E I S T

REACHING THE CHILDREN This supplement, Marketing To Children, seeks to look into the broad topic of “selling to children, be it products or services”. It is an accepted fact that children today are a “big and important market” and they can play a major role in the success or failure of any device, product or service.

ISSUE202JAN-FEBMARKETING 45

IS THERE A RIGHT WAY

TO REACH

CHILDREN

This Supplement has not been planned to be the “rule-book” but rather to help formulate the guide that should be adhered to. If in time with amendments and additions Marketing To Children does become an accepted standard, then we have all played a part in ensuring that Malaysian children have been adequately protected and guided in their buying, viewing or use of any product/

device found in the market.

One does not have to be a rocket scientist to realise that this market is a billion-ringgit pie. But in the absence of a well defined survey we are at best only making suggestions. Perhaps it’s time for some regulatory body, composed of a wide variety of key players in marketing, health, education and

manufacturers to set up such a body to ensure that Malaysian children have their rights protected and that they are given the right options. This could be a tall order, but one that needs serious thought and action.

From discussions held, it is clear that many marketers and industry players are aware that Marketing to Children is a special subject. For

S O M E T H I N G 46 MARKETINGISSUE202JAN-FEB

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EN?

this reason, we have talked to a wide variety of concerned and informed citizens in collating information found in this Supplement.

“MARKETERS NEED TO BE MINDFUL THAT CHILDREN NEED TO BE GUIDED IN MAKING THE RIGHT CHOICES IN THEIR LIVES. ADVERTISING TO CHILDREN NEEDS TO BE RESPONSIBLE IN DELIVERING A TRUE PROPOSITION..." - ADAM WEE

Mohamed Adam Wee, Group CMO, CIMB.

One very meaningful quote came from Mohamed Adam Wee, the highly respected Group Chief Marketing Officer of CIMB. “Marketers need to be mindful that children need to be guided in making the right choices in their lives. Advertising to children needs

T H I N K

to be responsible in delivering a true proposition and not to apply the power of persuasion merely to influence purchase/ consumption.” This profound statement set the scene and from it came a range of views and thoughts. Another who expressed his thoughts and views in a simple yet meaningful manner was Andreas Vogiatzakis, CEO of Omnicom Media Group, who put it this way: “My take is that we need to be responsible marketers and advertisers, no matter what our audience is. Our responsibility bears the same weight whether we talk to adults or to children. Period. Of course, in the case of children who are definitely more innocent and do not have developed the filters as adults have, we need to be more mindful and prudent in all elements of communication and true to our responsibility to educate, tell the truth and respect all cultural and other aspects of kids psyche. Our messages need to educate, entertain, and allow kids to explore, make decisions in a prudent and responsible manner. We need to help make them responsible and caring adults who will be able to make the right choices on the right grounds.” Adding a different perspective was Dr Alvin Ng of Sunway University, who as practicing clinical psychologist took a broader outlook. On the subject of “impulsive buying” he had some choice words: CONTINUED ON PAGE 50 

A B O U T ISSUE202JAN-FEBMARKETING 47

KIDZANIA – WHERE CHILDREN LEARN ABOUT LIFE! While the debate over Marketing To Children may have begun, one place where children can learn about life and its experiences is KidZania, an awardwinning indoor family edutainment centre that offers interactive learning and role play experiences. The first of its kind in providing edutainment fun, KidZania empowers and inspires kids to pursue their life’s dreams by providing them an avenue to explore what it’s like to live and work in a real functioning city. Located at Curve NX in Mutiara Damansara, The KidZania concept was founded and developed in Mexico in 1996 by Xavier López Ancona. Initially known as La Ciudad de los Niños or The City of Children, KidZania’s first location opened in Santa Fe, Mexico (a suburb of Mexico City) in September 1999 where it exceeded all expectations, attracting nearly 800,000 visitors and, to date1, some 41 million visitors in all of

... CHILDREN ARE ABLE TO FEEL THE REAL ATMOSPHERE OR SITUATION OF WORKING LIFE WITHOUT MINIMISING THE FUNCTIONS AND ROLES... - TAN SRI DATUK WIRA PROF DR. MOHD SHUKOR HJ. MAHFAR

its locations across the world. Since then, KidZania has expanded, creating a network of eighteen KidZania establishments around the world, including KidZania Kuala Lumpur. KidZania provides a safe, unique and very realistic educational environment that allows kids between the ages of 4 to 14, to engage in over job 100 role-play activities across 60 different establishments. As in the real world, children perform “jobs” and are either paid for their work or pay to shop or to be entertained. An indoor edutainment facility, KidZania is

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built as a replica of a real functioning childsized city, complete with buildings, paved streets, vehicles, a functioning economy, and recognizable destinations in the form of “establishments” sponsored and branded by leading multi-national and local brands. At KidZania Kuala Lumpur, kids are the judges, TV crews and magicians in any one of the selection of authentic role-playing activities. Kids learn through experience about different professions, how a city works, financial literacy, living in a community and how to work both independently and as a team.

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Among some of the interesting activities that kids can do during their visit to KidZania are: piloting an airplane, putting out fires, being a paramedic or surgeon, hosting and supporting attending classes at university. By completing the prescribed tasks, kids earn kidZos which can be saved in the bank, or spent purchasing other goods and services.

similar to that in life. In addition, unlike traditional theme parks, KidZania does not offer an “archade” of games or activities that are less beneficial in early childhood education. KidZania remains focused and consistent in providing facilities to educate children in leading independent lives through the process of feeling these valuable experiences.”

At KidZania there is also a Tax Office, where children play roles as IRBM (Inland Revenue Board Malaysia) Assessment Officers or Junior Tax Officers.

Ng Zhang Hui who is 8 years old wrote this: For example Ayam Brand, when we make tuna puff, we are given recipe using Ayam brand products, we are given the bag with Ayam brand logo on it. While you are playing, you are being introduced to that brand. It is also how the particular brand makes money.

According to the CEO of IRBM,Tan Sri Datuk Wira Prof Dr. Mohd Shukor Hj. Mahfar,“What’s interesting is that children are able to feel the real atmosphere or situation of working life without minimising the functions and roles. For example, JTOs will be exposed to electronic filing process and individual tax computation. The working process is

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This is a true life situation and reaction from one child who put it simply and to the point of how children can get influenced.

A B O U T

From firefighters and surgeons to pilots and investigators and more! At KidZania Kuala Lumpur, kids will experience more than 100 different real-life roles, learning responsibility, trust, dedication and more along the way. Come explore KidZania today!

www.kidzania.com.my Rakan Riang Sdn. Bhd. (854286-D) is the Authorized Licensee of KidZania, S.A.P.I de C.V and a joint venture company between Themed Attractions and Resorts Sdn. Bhd. (860668-D) and Boustead Curve Sdn. Bhd. (103320-D).

“... OUR MESSAGES NEED TO EDUCATE, ENTERTAIN, AND ALLOW KIDS TO EXPLORE, MAKE DECISIONS IN A PRUDENT AND RESPONSIBLE MANNER. WE NEED TO HELP MAKE THEM RESPONSIBLE AND CARING ADULTS WHO WILL BE ABLE TO MAKE THE RIGHT CHOICES ON THE RIGHT GROUNDS.” - ANDREAS VOGIATZAKIS

and regulate children’s peers in helping them cope with all kinds of pressures from them, including vicarious marketing (monkey see, monkey do). “ Andreas Vogiatzakis CEO of Omnicom Media Group, Malaysia

“Even adults in Malaysia are prone to impulsive buying, but children generally are less able to self-regulate than adults are, and so are more prone to it.

DO THEY HAVE TOO MUCH MONEY TO SPEND?

I don’t know. It could be that they have or think they have access to money. On the role of authorities: “ Parents should deal with the “sense of entitlement” in children who demand to get what they want. To educate children about needs and wants, and how to

cope with not getting what they want, as well as when they DO get what they want. Also helpful to teach children about how product marketing works in that they are usually trickery to make you buy things you may not need, and work on the child’s ego to have esteem by having certain product – which is not necessary. Questions such as “Who benefits? How? What’s the evidence? And then?” can be helpful to teach children be more critical. On Peer pressure: “Peers are very strong influence for children. It’s important to know

WHAT ABOUT THE “FOLLOW THE LEADER” MENTALITY? “This is very similar to peer pressure, and is also very applicable to parents and schools. Children should be taught to be more critical of information they receive and to make decisions that help them in the shortterm as well as longterm, and also to learn from mistakes so that see stronger links of behaviours that are skilful and less skilful.

SHOULD WE HAVE A REGULATION OR SET OF LAWS WHEN MARKETING TO CHILDREN?

“Yes, I believe so. But these regulations or

policies should be informed by evidencebased research and experts in related industries.

WHO SHOULD ADMINISTER IT?

“I’m not too sure who the right authority is but FINAS should probably be one of them given that they determine contents aired on TV. As for the other media, perhaps the Home Ministry?

CAN CHILDREN (PREUNIVERSITY LEVEL) TRULY MAKE HARD CHOICES?

“No. They still need some guidance, but they should be involved in decision-making.”

YOUNGER ONES – HOW CAN THEY BE GUIDED IN MAKING RIGHT CHOICES?

“By showing them how skilful/useful their choices are in the larger picture – how

their choices affect the system and involve them in problem solving activities. “ With or without learning disabilities I feel that all children need to learn coping skills that involve all basic adaptive behaviour skills (e.g. communication, selfcare, domestic skills, community skills, friendship skills, play skills, emotional management skills, fine and gross motor skills). Andreas had his own words with regard legislation: “Regarding legislation, in my opinion this goes beyond that, and it truly resonates with the responsibility ethos and ethics of the advertiser. Laws and rules can be always bent and broken – we have seen it before. What cannot be bent and broken is the social responsibility and ethics of a responsible marketer – that is the

S O M E T H I N G 50 MARKETINGISSUE202JAN-FEB

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key.” Young children are increasingly the target of advertising and marketing because of the amount of money they spend themselves, the influence they have on their parents spending (the nag factor) and because of the money they will spend when they grow up. Whilst this child-targetted marketing used to concentrate on sweets and toys, it now includes clothes, shoes, a range of fast foods, sports equipment, computer products and toiletries as well as adult products such as cars and credit cards. The Young Consumer Children represent three different markets. In addition to the direct money that children spend and the money they influence, children also represent a third major market and perhaps the most significant and that is the future market Advertisers recognise that brand loyalties and consumer habits formed when children are young and vulnerable will be carried through to adulthood. Retailers and manufacturers have two sources of new customers, those who they can persuade to change from their competitors and those who have not yet entered the market. Those who switch are less likely to be loyal than those who are nurtured from childhood. Kids represent an important demographic to marketers because in addition to their

... KIDS REPRESENT AN IMPORTANT DEMOGRAPHIC TO MARKETERS BECAUSE IN ADDITION TO THEIR OWN PURCHASING POWER (WHICH IS CONSIDERABLE) THEY INFLUENCE THEIR PARENTS’ BUYING DECISIONS AND ARE THE ADULT CONSUMERS OF THE FUTURE... own purchasing power (which is considerable) they influence their parents’ buying decisions and are the adult consumers of the future. Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing having children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions

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as time-stressed parents substitute material goods for time spent with their kids. Here are some of the strategies marketers employ to target children and teens: Pester power “We’re relying on the kid to pester the mom to buy the product, rather than going straight to the mom.” A common tactic among marketing executives.

target children: It’s part of youth culture. This generation of young people is growing up with the Internet as a daily and routine part of their lives.

Today’s kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. “Pester power” refers to children’s ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.

Unlike broadcasting media, which have codes regarding advertising to kids, the Internet is unregulated.

According to the marketing industry sources, pestering or nagging can be divided into two categories—”persistence” and “importance.” Persistence nagging (a plea, that is repeated over and over again) is not as effective as the more sophisticated “importance nagging.” This latter method appeals to parents’ desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids. The Internet The Internet is an extremely desirable medium for marketers wanting to

Parents generally do not understand the extent to which kids are being marketed to online. Kids are often online alone, without parental supervision.

Sophisticated technologies make it easy to collect information from young people for marketing research, and to target individual children with personalized advertising. By creating engaging, interactive environments based on products and brand names, companies can build brand loyalties from an early age. The main ways that companies market to young people online include: Relationship building through ads that attempt to connect with consumers by building personal relationships between them and the brand. Viral ads that are designed to be passed along to friends. Behavioural targeting, where ads are sent to individuals based on personal information that has been posted or collected. What has been collated certainly gives room for

A B O U T ISSUE202JAN-FEBMARKETING 51

serious thought. Should we have a greater set of regulations when it comes to marketing to children? There are of course the pros and cons to this. But how long can we expect self regulation to sustain and provide the safety net for children. At an age when children are fast developing and keeping pace with the newest gizmos, it is frightening what the morrow can hold and how influenced our children will be. Already we are reading about “brain washing” of young people in theatres of war, where atrocities are committed by young children no taller than the rifles they carry. In the case of the Malaysian child, it is true they are tec savy, and becoming really

good at it. They can multitask better than any other kid. They have disposable wealth far beyond many in neighbouring countries. A few years back, this writer was part of a team that led a group of schoolchildren from a well known all girls residential college on a field trip to Cambodia. There were several aims, prime among them, the “killing fields” of Cambodia and how people there lived through that tragic era. It was also an opportunity to do some charity work at a Malay speaking “kampong” on the way from Phnom Penh to Siam Riep. It was a fully paid trip and many of us adults only carried a few hundred US dollars as that was the accepted currency in that country.

S O M E T H I N G 52 MARKETINGISSUE202JAN-FEB

After the initial “shock and awe” of seeing the “killing fields” and being taken to the torture chambers and having trained guides explain the type of cruel misdeeds of the Khmer Rouge to the Cambodian people, this group of stuBUt dents quickly brushed aside all that they had seen.

"PEERS ARE VERY STRONG INFLUENCE FOR CHILDREN. IT’S IMPORTANT TO KNOW AND REGULATE CHILDREN’S PEERS IN HELPING THEM COPE WITH ALL KINDS OF PRESSURES FROM THEM, INCLUDING VICARIOUS MARKETING (MONKEY SEE, MONKEY DO)."

After all, they lived in relative safety, were the children of rich and well heeled parents and they had all that they wanted. Smart phones, designer shoes and the works. But what took the cake was the fact that most of the group had been given US 1000 dollars by their parents as spending money. It was after all only a 3 day-2 night trip and all meals and hotel stay had been catered for.

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It just brings to sharp focus that many of our children are indeed given too much. Those in elite schools have everything that many others would envy. So this is room for some serious thought. There certainly is “something for us to think about”.

Acknowledgements to the following: Themed Attractions and Resorts for their valuable support; Mohamed Adam Wee, Group CMO, CIMB, Andreas Vogiatzakis, CEO Omnicom, Assoc Prof Alvin Ng of Sunway University, and host of others who contributed toward the compilation of this Supplement

THE

INTERNET IS UNREGULATED!

A B O U T

Neil Stewart

Head of Agency APAC, Facebook

marketing strategy

MEDIA MYTHS AND MORE We are now in the age of media overload. As the media scene gets more cluttered, the task of managing marketing messages becomes even more confusing. Whilst digital technology automates buying, targeting and tracking, the challenge is still with the savvy media thinker to maintain Context as the central focus of every consumer touch-point.

ISSUE202JAN-FEBMARKETING 53

NEW THOUGHTS, GREATER CHALLENGES While marketers have been seduced by sexy media platforms in recent years, doing business in a state of flux may not be the sensible thing to do. They are now asking if their marketing is contextual and whether it is targeted….and so on. While some marketers have ignored proven media like newspaper, television and radio blindly in their rush to ride the digital bandwagon, issues like ad fraud costing millions have rushed back to haunt them. The Malaysian Media Conference (MMC) 2015 explored and discussed these themes and how media platform variables influenced the effects of marketing campaigns in this context. The Conference covered brand challenges in omni-channel media planning, Programmatic Media, Native 54 MARKETINGISSUE202JAN-FEB

Advertising, Media Myths and much more... “This year, our lineup of speakers and panelists is probably the best yet,” said Organising Chairman Harmandar Singh. “I feel the time has come for media professionals and marketers to take a breather and see if what they are doing is right.”

A CALL FOR TV BROADCASTERS TO TAKE RESPONSIBILY With more than 1.5 billion Facebook accounts already in the bag, the goal is to double that. However no time frame can be given as to when that target will be achieved. But according to Neil Stewart, Head of

Agency, APAC, Facebook, this figure will be achieved in our lifetime. “Today the problem is basically that of accessibility to the Internet. Many parts of the world do not have such penetration. But as more people get connected this way, exciting things are happening. More avenues for advertising

open up and more products and services get seen by literally millions. This is the exciting part of what we have achieved at Facebook”, said Stewart. Noting that young people in this region have acquired considerable skills with their smartphones thereby more demanding in what they view on their mobile devices, the challenge for all media players is to accommodate these needs. According to Stewart this is exactly

malaysian media conference "THERE ARE MORE MOBILE DEVICES THAN THERE ARE PEOPLE ON EARTH" - Neil Stewart

Neil Stewart Head of Agency - APAC, Facebook

what Facebook and others have been able to do and provide. Stewart, who was a Keynote Speaker at the Malaysian Media Conference, pointed out that there are more mobile devices than there are people on Earth, (and the total global population is said to be about 7 billion). To him, this is not such a “bad” thing, rather that it shows how much the world has adapted to a changing situation and accepting that these devices are there to make their lives that much more interesting and in some cases more exciting. With smartphones, laptops and I-pads, people are doing a multitude of things. While to the young its mostly entertainment, to many others it is serious business and could even be matters of state. A recent innovation has been a platform

whereby viewers can donate a sum of money to certain worthy causes or even meeting the needs of disaster victims. This is a brand new facility that is just been made available in the United States, and Stewart expects it to be here in Asia soon.

At the Conference, Stewart caused the biggest stir when he called on television broadcasters to take some responsibility for the rise of piracy and Netflix-like online content providers since they pack their airwaves with too much advertising. The former regional CEO of media agency Maxus, said that the industry has got “a poor track record” of balancing commercial imperatives with what the consumer will tolerate, using India and Indonesia as examples of where ad breaks were too long, turning viewers to other channels, including pirated content sites to watch their favourite shows. Stewart recounted telling his audience at an ad event in India recently: “You guys are complaining about piracy and OTT [over-the-top services delivered on the web]. But you’ve brought it on yourselves.” ISSUE202JAN-FEBMARKETING 55

Alfian Abu Talib CEO, TM Info-Media Sdn Bhd

"IF ADS WERE GREAT AND ENTERTAINING NO ONE WOULD BLOCK THEM" - Neil Stewart

“A 90-minute Bollywood film should not take four hours to watch,” he said. “In most countries, you have enough time to make a cup of tea during the commercial break. In Indonesia, you could make a threecourse meal.” Stewart also said that digital marketing was being compromised by errant retargeting and bad mobile ads, 56 MARKETINGISSUE202JAN-FEB

and it was little wonder that ad blockers were on the rise. Bad retargeting has created a lot of “waste” in the mobile environment, and consumers were paying for mobile internet connectivity that was slowed by loading adverts, Stewart said. “Now wonder, then, that we’re seeing the rise and rise of ad

blockers. Yes, you could argue that it’s a tech issue. But it’s not. It’s an industry issue.” “We have a responsibility to change the way we do things to reflect the way things have changed over the last decade,” Stewart said, adding that his biggest frustration was ads that delivered irrelevant content.

to dissuade people from installing ad blockers, Stewart suggested.

“If you know who I am, why are you sending me these ads?” he said, referring to ads targeted at him promoting a hotel he was already staying in. The general standard of mobile ad creative was not helping

“No longer can you resize a banner and put it on mobile. It’s not acceptable, and it won’t work,” said Stewart, who went on to point to new technology such as 3D cameras, which he predicted would

be the “big tech musthave” among teenagers over the next six to nine months, as an opportunity to beat ad blockers simply by giving people more interesting content. “If the ads were great and entertaining, no one would block them,” he suggested.

YOU KNOW YOUâ&#x20AC;&#x2122;VE DONE A GOOD JOB, WHEN EVERYONE TAKES YOU FOR GRANTED. TENAGA NASIONAL BERHAD (200866-W)

Air conditioners, cookers, washers, dryers, toasters, TVs, refrigerators and microwave ovens. What an endless list of utter comfort and convenience made possible by a tireless little worker we call electricity. Moving out of the home into the worlds of commerce, enterprise and industry, the story is the same. Electricity has helped us, one and all. Think about that the next time you reach out to flip on a switch. You might just appreciate how lucky we are just a little more.

www.tnb.com.my

malaysian media conference MARKETERS CANNOT AFFORD TO IGNORE PROGRAMMATIC The CMO of one of the country’s leading banks, Mohamed Adam Wee, reminded the audience at the Malaysian Media Conference that despite the risks that automated ad buying might pose for brands, marketers just cannot afford to ignore the opportunities that programmatic presents. At the Panel Discussion, Wee, who is the group CMO of CIMB, raised the issue of “many concerns” associated with programmatic trading, such as ads erroneously ending up on pornography sites, thereby placing brands in a dilemma. Though programmatic offered brands more accurate, efficient targeting, there was still a trust issue holding marketers back. “The complexity [of programmatic] is with regards to the area of actual measurement and actual outcome,” he said. “You get views. But how real are those data? That’s the dilemma in programmatic buying. “Can you not do it [programmatic]? Probably not,” he said. “You still have to go with the flow, and over time discover the most effective ways to make it work.” “Programmatic buying doesn’t have 100 per 58 MARKETINGISSUE202JAN-FEB

cent trust [among marketers]. That’s how I feel, but it doesn’t stop me from trying it,” said Wee, who is one of Malaysia’s most highly respected marketers. Choosing the right demand-side platform, the tech provider that manages a brand’s programmatic trading, was key, Wee added. “Another concern for marketers, he said, is that they “can’t see the algorithm” and don’t understand how it works. Wee asked for a show of hands of who understood programmatic. None in the audience responded. One of Malaysia’s most influential CMOs said that despite the risks that automated ad buying might pose for brands, marketers probably cannot afford to ignore the opportunities that programmatic presents. Adam Wee added, that the “many concerns” associated with programmatic trading, such as ads erroneously ending up on pornography sites, presented brands with a dilemma. Though programmatic offered brands more accurate, efficient targeting, there was still a trust factor in the complexity [of programmatic] with regards to the area of actual measurement and actual outcome,” he

Neal Estavillo MD, Mediacom

said. “You get views. But how real is that data? “That’s the dilemma in programmatic buying. That goes in a marketers’ mind when they’re considering whether or not to try it.” “Can you not do it [programmatic]? Probably not,” he said. “You still have to go with the flow, and over time discover the most effective ways to make it work.” “Programmatic buying doesn’t have 100 per cent trust [among marketers]. That’s how I feel, but it doesn’t stop me from trying

it,” said Wee, who is one of Malaysia’s most highly respected marketers, having turned around the brand of his previous employer Maybank. Choosing the right demand-side platform, the tech provider that manages a brand’s programmatic trading, was key, Wee added. “You need to go for credible DSPs. You don’t want an ad to be served on a porn site. Your ad may still reach your audience, but the brand association would not be ideal,” Wee said. Another concern for marketers, he said, is

From left: Andreas Vogiatzakis-CEO, OmnicomMediaGroup Malaysia, Adam Wee Abdullah-Group CMO, CIMB, Karen Ong-Marketing Director, Digital, South East Asia at Johnson & Johnson, Malaysia, Edward Ling-Sales Manager Waze Malaysia, Ben Mahmud-Head of Retail Marketing, Shell Malaysia Trading Sdn Bhd and Wong Pi Yee, Managing Director, Starcom MediaVest Group Malaysia

“WHEN MEDIA BECOMES TOO NUMERATE, YOU LOSE THE REAL PURPOSE OF WHAT YOU’RE DOING” - Henry Tan

that they “can’t see the algorithm” and don’t understand how it works.

IN DEFENCE OF TV Henry Tan is usually the consummate communicator, expressive and always to the point. He was his usual self at the Sime Darby Convention Centre. He dealt with the so called death of television scenario that has been bandied around in some quarters. He was colourful, as usual, in his comments and straight to the point

when he termed it as “absolute nonsense”. The COO of Astro was blunt when he said that that numbers-minded media agencies and procurement-driven clients had created a “perfect storm” for an industry that is losing sight of its purpose – to emotionally move consumers. Tan began his talk by imploring everyone in the room to read an article published by the Financial Times earlier this month headlined ‘How the Mad Men lost the plot‘. The article suggested that in its hurry to embrace technology

and digital media in the name of efficiency and accountability, the ad industry had forsaken the art of persuasion. The FT article read: “Ad agencies have fervently embraced the digital gospel. But by doing so, say the doubters, they lost sight of what made the industry valuable in the first place.” “To be brutally blunt, media people have a played a key hand in the problem the [FT] article is talking about. Media people need to take responsibility.” “When media becomes too numerate, you lose

the real purpose of what you’re doing,” he said, referring to the case of Pepsi, whose market share dropped five per cent the year the company announced that they were to ditch traditional media and buy only digital media. Astro’s COO singled out the regional boss of media agency IPG Mediabrands, Prashant Kumar, for bringing creative into the media set up with specialist unit Ensemble, whose ECD Woei Hern Chan recently wrote about ISSUE202JAN-FEBMARKETING 59

"I GET VERY UNCOMFORTABLE WITH THE PHRASE “CONTEXTUAL MARKETING” SINCE I DON’T SEE IT AS A TREND OR TYPE OF MARKETING" - Stuart La Brooy

Stuart La Brooy Head of Digital Creative Content & Collaboration, SK-II

how creativity thrives in a media environment. “Well done Prashant, way to go. Part of what he has done addresses these issues,” he said. Tan, who ran media agency GroupM in Malaysia before joining Astro in 2008, had a particular distaste for the fastest growing part of the media industry, programmatic trading. When asked for his views on the opportunities and threats posed by programmatic for the television industry, Tan said: “I’m not a big fan. I’ve told a lot of friends in the industry that I think it’s a real problem.” “When you commodise media and treat it all equally, it’s a problem,” he said. “What’s so great about an efficient spreadsheet if it makes no impact in the market place?”

60 MARKETINGISSUE202JAN-FEB

“I love finance people. But there’s a time and a place to be numerate and a time and a place to exercise your judgement. When you impose numbers and measure everything by pure numbers, it can be disastrous,” he said.

HOW CONTEXTUAL MARKETING REALLY WORKS! Yes, this challenging topic will be addressed by Stuart La Brooy who is the Head of Digital Creative Content & Collaboration SK-II, at Procter & Gamble. Speaking to Marketing Magazine, he talked about how his topic will add to the media brain trust here…

Tell us about your recent new collaboration for SK-II working with digital beauty influencers…. Digital influencers (or creators) are a fascinating new space

for brands. My work with them has changed at a fundamental level how I think about the future of marketing and business. In my work for SKII over the last few years, I’ve developed a radically different way to collaborate with beauty creators, based on a principle of deep partnership and authenticity. The results have been absolutely incredible, and have inspired options, capabilities and results for the brand that was previously considered impossible. In addition to transforming their business, it’s also inspired an entirely new personal philosophy about how I work with external stakeholders moving forward, with impact on external partnerships, work with agencies, and brand ambassadors.

What is your take on contextual marketing and how important is it to marketers? Contextual marketing is for me simply the new reality of marketing. Control of media and entertainment is inexorably shifting to that of the consumer, and with it our ability as marketers to interrupt and overwhelm her with messages that she does not want to be exposed to. However, instead of changing with this new reality, we’ve spent billions of dollars trying to preserve traditional marketing and block the desire for consumers to be more empowered about the content that they consume – and we’re losing that fight. I get very uncomfortable with the phrase “contextual marketing” since I don’t see it as a trend or type of marketing

– it’s the new truth of what marketing is. Brands that realize this shift has already happened and retune their marketing strategies and organizations to survive are I believe the only ones that will still be here in a meaningful way in the next few decades.

Give us some example of how contextual marketing has led the way to marketing success... The rise of Adsense and Adwords to my mind, one of the most powerful and significant media spends in most brand’s budgets today, is a classic example of contextual marketing – a service that is priced according to how well you serve the audience in a search keyword, and paid for only when that user engages with your content voluntarily

(and otherwise easily ignored). Another example would be the recent launch of YouTube’s Red subscription service in the US; recognizing the rise of AdBlocking technology and the increasing consumer desire to simply not be exposed to pre-roll advertising, YouTube developed a secondary business model that will allow them to serve the will of their users and their creators.

What is the biggest mistake Malaysian marketers are making when reaching out to their customers? Not just Malaysia, but we as an industry do not have sufficient respect for the intelligence of our consumers, and sufficient common sense in our marketing strategies. Instead of leveraging digital technology to create a more nuanced, content-rich experience that responds to the desires of the various consumer groups we serve, we continue to focus on “one size fits all” overproduced content that tries to trick or mislead customers into a purchase.

What excites you about the Malaysian market? In my work with beauty creators for SK-II, what excited me the most about working in 62 MARKETINGISSUE202JAN-FEB

Malaysia was being able to see a community of beauty creators start to form and embrace a variety of cultures and creeds. I remember distinctly seeing a Muslim influencer in a gorgeous hijab excitedly chatting with a Eurasian and Malaysian Chinese about her favourite lipsticks. I can’t wait to see the impact of such a fresh, diverse community on the largely Western dominated digital platforms like YouTube! I would also love to see more Malaysia based businesses and brands leveraging their heritage and unique perspectives and culture online as well.

WHY WE NEED TO STOP TALKING ABOUT CONTENT Anathea Ruys, Head of Fuse Omnicom Media Group Asia Pacific, selected this provocative topic, Why We Need To Stop Talking About Content, for her session at Malaysian Media

Conference. She is equally provocative in person. In her thinking that is.

What’s the preoccupation with content that you feel is distracting marketers from their real work for customers? “Buzzwords always distract marketers and agencies. It is so easy to get caught up in the latest platform or approach that we forget to think about what the role of each channel should be and how they work together to connect with and engage with people. No channel is more or less important than another. It’s how they work together that makes all the difference.”

If there was one thing that should be corrected on a marketer’s compass what would that be? “I genuinely believe there is a huge opportunity for more consistency in marketing. As an example, don’t go into a sponsorship or

partnership without the view that it should be an ongoing relationship, then build and finesse how it is brought to life. Sometimes I think marketers assume consumers get sick of things far sooner than they really do”.

Do think Malaysian marketers know their media well? “In a past role I did some research into the digital platforms we were investing in 2014 versus 2011. Over 70% were different.

malaysian media conference Anathea Ruys Head of Fuse, Omnicom Media Group Asia Pacific

"BUZZWORDS ALWAYS DISTRACT MARKETERS & AGENCIES" - ANATHEA RUYS

Mark Chaves - GM of Innovation, Carat Media Services (M) Sdn Bhd

And I bet that statistic is just as relevant in all countries. Things are changing at a frenetic pace and we all need to stay as close to those changes as possible. On one hand that means using technology and data to connect better with consumers, and on the other it means remaining open and curious to discover what is changing and how we can use new and emerging media channels and platformsâ&#x20AC;?.

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malaysian media conference Bala Pomaleh CEO, Carat Malaysia

How do you understand user behaviour in a world where media platforms are exploding around us? “Just because something is normal behaviour to me doesn’t mean it is normal behaviour to others. I have a slide I have presented to dozens of people in several countries across Asia that has six images on it. “No one has ever been able to identify even one of the people pictured despite them being some of the biggest YouTube stars in the world. But if I showed a similar chat with leading Hollywood stars I bet everyone would be able to identify them. That’s the kind of information we all need to stay on top of”. Anathea has a track record that most people would admire. A second generation Australian who lives in Melbourne, when she can, she is cut and dry when she says that the industry is coming up with too 64 MARKETINGISSUE202JAN-FEB

many buzz words that are confusing, even to those long in the business. “Words like programmatic can cause hiccups,” says Anathea. But she concedes that since more are using it and showing some signs of understanding, the term will stay in the language of the media industry. Her contention seemed to be at odds with views expressed by other leading CMOs and media heads at the Conference Anathea delivered the Keynote Closing Address at MMC. Much of her presentation dealt with “content” and “context”. Programmatic one of the latest buzzwords to hit the ad tech landscape that is generating a huge amount of excitement in the industry. While media, marketing and ad tech professionals alike are championing programmatic buying, there is still some confusion over what it

Henry Tan Chief Operating Officer, Astro

really means. As the landscape continues to evolve, it becomes more and more important for advertisers to understand how the latest buzz impacts efficiencies and effectiveness. This is increasingly important with programmatic ad buying. Speaking to Marketing Magazine, she pointed

out that it is important to understand “content” – its role and its reach, while at the same time paying attention to “context”, as this is where relevance is shown and created. Anathea was firm in her belief that the industry itself provides a great opportunity to young people keen on a long term career. “But join for the right reasons….” was her proviso.

She was also impressed by the fact that local bloggers have a huge following, running into the hundreds of thousands. “Bloggers can write about anything, personal matters. When it’s written in a manner that is readable and likable, the fan base grows, That is what many of the Malaysian bloggers have achieved

MALAYSIAN MEDIA CONFERENCE HONOURS HO KAY TAT AS MEDIA PERSON OF THE YEAR! The Edge Media Group publisher and chief executive officer (CEO) Ho Kay Tat was conferred the Media Person of the Year award at the Malaysian Media Conference (MMC) 2015. Kay Tat, who started his career as a journalist three decades

ago with The New Straits Times Press Bhd, said the award was not only an honour for himself, but one to be shared with everyone he has worked with in the journalism industry. “This award is especially for all the colleagues and the staff at The Edge, as I have spent most of my career here.” He first joined first joined The Edge in 1996. The Edge Media Group is the publisher

The MMC 2015 Media Person of the Year award was presented to Mr Ho Kay Tat, Group CEO & Publisher of The EDGE Media Group by legendary columnist R Nadeswaran!

the “consummate newspaper man”. Ho was commended for not only having the entrepreneurial flair to run a media organisation, but also for being adept at content processing. “After The Edge and The Sun Media Corp Sdn Bhd merged in 2002, he was one of the handful of people who drew up the blueprint for the birth of Malaysia’s first free newspaper, theSun,” said Nadeswaran. Although journalists are meant to write the news and not be the news, Ho had done both, said Nadeswaran, citing as example Ho’s arrest on March 31 this year, together with TMI CEO Jahabar Sadiq, which made headlines. The duo was held for investigations over a report published by TMI on March 25 on the Conference of Rulers, and the proposed amendment of a law to allow hudud to be enforced in Kelantan. They were released the day after. Nadeswaran also shared that Ho is someone who would socialise with chief executives of large companies over fine dining and mingle easily with junior staff over teh tarik at street side stalls.

of business publications The Edge Malaysia and The Edge Financial Daily.

Michel de Rijk CEO, Asia Pacific of Xaxis

The group’s stable of publications also includes Haven and The Edge Singapore, besides online portals The Malaysian Insider (TMI), theedgemarkets.com, and theedgeproperty.com. Veteran journalist R. Nadeswaran, better known as “Citizen Nades” for the eponymous column in The Sun, read the citation of the award for Ho, which described him as

The Media Person of the Year award has been a staple at the annual MMC, which saw its 11th edition yesterday. The award serves to commemorate an individual who has left a landmark impact on the media and marketing industry. The Malaysian Media Conference is organised by MARKETING magazine, published by Sledgehammer Communications (M) Sdn Bhd.

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case study HINDUSTAN UNILEVER’S

THE KAN KHAJURA STATION: REINVENTION OF THE SOAP OPERA IN THE MOBILE AGE AGENCY: Lowe and Partners Worldwide

AWARDS: AMES Awards 2014: Gold for Innovative Use of Media; Cannes Mobile Lions 2014: Gold for Response/Real-Time Activity; Festival of Media Global Awards 2014: Gold for Best Use of Mobile; Golden Award of Montreux 2014: Gold for Mobile Multimedia; Socialathon Awards 2014: Silver In many countries of the world today, the citizens are constantly surrounded by entertainment and information, accessible via a range of devices/ technology. It’s probably hard for us to even remember the time when our mobile phone had a single function: voice calling. But for millions, even a basic phone is a big luxury. People in rural areas make up a a high percentage of potential customers for FMCG brands. HUL took a bold initiative to reach this big target group via their basic (non-smart) mobile phones.

BACKGROUND A MASSIVE AMOUNT OF POTENTIAL CUSTOMERS Digitally isolated rural areas in India represent a great potential market, but also a great challenge for HUL. The company already has a big network all across India, but with power 66 MARKETINGISSUE202JAN-FEB

cuts hitting the areas regularly, reaching these customers is not easy. Even TV doesn’t work as well as in other regions/ countries. The good news for HUL was that 54 million Indian people own a basic mobile phone and many are desperate for any form of entertainment.

OLDER TECHNOLOGY MEETS VIRAL MARKETING

Today, “Viral Marketing” is associated with YouTube videos, catchy songs and engaging apps. But how can you produce a viral marketing campaign using just a simple phone call? HUL and their agency Lowe and Partners Worldwide found the answer.

THE SOLUTION KAN KHAJURA TESAN

They got together mobile operators, content providers and Unilever brands to create the Kan Khajura Station

– the world’s very first viral brand-owned radio station. A 15 minute free, on-demand, entertainment channel where anyone could call in and enjoy the entertainment for free. Not even the cost of a call! It all came down to a ten digit number and a phone.

RAILWAYS AND MARKETS

In the first stage, Kan Khajura’s phone number had to be promoted in all the relevant places. For this particular target group TV or online wasn’t really an option. Therefore, it came down to the basics: especially outdoor advertising at places where people congregated. Anaheeta Goenka, Executive Director at Lowe and Partners Worldwide (India) says: “We pushed the number out in every

possible environment relevant to this target group: railway stations, market places, trains and even mobile topup businesses. In these areas people mostly use prepaid mobile. What we also did: if you dialled the number at least four times then you received reminders and updates.”

A TEN DIGIT NUMBER

A ‘missed call’ is where you let a number ring but hang up before it’s answered; there is no charge for this, i.e. it’s free to the caller. By giving a “missed call” to the designated number, (a practice borrowed from the locals to preserve precious talk time), users would receive a call back (a few seconds later) with 15 minutes of access to an entertainment stream. The entertaining content was mixed with

ads for various HUL brands (Surf, Close-up, Lux, Dove etc.). The marketing strategy was built around the number; people had to remember it, call and keep calling regularly.

RECEIVING CONTENT “All the people calling received the same program. We kept the program interesting by refreshing it every week. Every Monday we would have new content. These people were very happy and grateful for even 6 minutes of content. If you disconnected the call inbetween a program and called back, you could listen from where you left off, which means you didn’t have to relisten from the start. So in a week you can hear the full 15 minutes (weekly program) and the following week you’ll receive a new weekly amount of content,” Anaheeta Goenka from

case study

SHARING WITHIN THE FAMILY

The listeners were mostly households sharing a single phone. In the morning, the family gathered and listened together. Afterwards mum could keep the phone for the first half of the day. Later, when the husband returns from the field it’s his turn to listen to Kan Khajura. 60% of listeners were men.

RESULTS Of course word of mouth was very important. “We soon reached the critical mass, adding 8.000 people per day. It’s exactly like social media. People were having conversations about it and word was spreading extremely fast,” comments Anaheeta

- ANAHEETA GOENKA, LOWE AND PARTNERS WORLDWIDE (INDIA)

Goenka, Executive Director at Lowe and Partners Worldwide (India). The Kan Khajura Station (KKS) has quickly become the largest media channel in the region with 24 million callers and 8 million loyal listeners. People kept dialling in with a peak of 200,000 calls a day. The goal was reaching 10% of the population in 6 months, the real result – 25.5%. KKS delivered 70 million ad impressions. All this at a cost of under 4 US cents per person per session.

HUGE DATABASE

Teaming up with some key Telecom providers has given HUL a database of subscribers to whom they have reached out to. And the live tracking everyday allows them to analyse listenership data for to drive future strategy.

UNILEVER SALES

It is not clear to what extent KKS generated extra sales for HUL. It’s only the first step and surely, the results will follow. The signs are certainly encouraging. Anaheeta Goenka from Lowe and Partners Worldwide (India) claims that awareness was one of the key goals: “Unilever sees an impact in sales in the long-term because it’s a lengthy activity that we are doing. Actually brand awareness was more important for

us. We monitored our awareness every week and that has upped significantly. Kan Khajura certainly had an impact regarding the brand.”

PLANS FOR THE FUTURE “We are trying to innovate the content a bit more. At the moment it’s still the same. We learn as we go along. The station is up and running! We have expanded it to other areas. It’s a national station now so anyone in India can hear it. We are actually trying to figure out within Unilever any other countries where this idea could be used,” says Anaheeta Goenka from Lowe and Partners Worldwide (India).

KEY LEARNING ENTERTAINING ADVERTISEMENT

As many have said before: people don’t consume advertising, they consume interesting/ useful content/entertainment. This case is a perfect example of this essential truth.

KEEPING IT SIMPLE FOR THE LESS TECH-SAVVY In the Internet age with marketers in many countries grappling with ever-changing sophisticated technology dealing with a digitally isolated target group is a different challenge. After a solid start, HUL is considering how to extend the campaign

and keep it fresh. One option is to make the content more sophisticated in the future. Anaheeta Goenka from Lowe and Partners Worldwide (India) shares the team’s ideas: “I would tweak the content a bit more, give the people a chance to choose. For instance ask people whether they are in a mood for happy or sad music, etc. This could be done even on basic phones. The only reason we kept it so simple the first time is because we didn’t want to complicate the rural consumer’s life. The minute it gets too complicated for them they quit. Now we are also giving them more emotional content in the morning and more entertaining content in the evening.”

VIRAL “It’s a great idea for reaching the unreachable. This could be used in other developing countries, areas where people are ‘media dark’, but where people do have basic mobile phones. Very often when we think digital and mobile then we always wander towards social media. However, we can also use basic technology to reach people in rural areas who know nothing about social media and virals,” says Anaheeta Goenka from Lowe and Partners Worldwide (India).

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Source: Best of Global Digital Marketing - Story Book 2

Lowe and Partners Worldwide (India) on the weekly program.

“IT’S A GREAT IDEA FOR REACHING THE UNREACHABLE. THIS COULD BE USED IN OTHER DEVELOPING COUNTRIES, AREAS WHERE PEOPLE ARE ‘MEDIA DARK’, BUT WHERE PEOPLE DO HAVE BASIC MOBILE PHONES. VERY OFTEN WHEN WE THINK DIGITAL AND MOBILE THEN WE ALWAYS WANDER TOWARDS SOCIAL MEDIA. HOWEVER, WE CAN ALSO USE BASIC TECHNOLOGY TO REACH PEOPLE IN RURAL AREAS WHO KNOW NOTHING ABOUT SOCIAL MEDIA AND VIRALS,”

marketing campaign There was a time in the 1970s and 80s when Malaysian football gave us a sense of pride and achievement. As hosts of the Merdeka Tournament, the brain child of our founding father, Tunku Abdul Rahman Putra, it was the most coverted competition in this region. Getting invited to this showpiece tourney was the craving of teams from Japan, South Korea, South Vietnam (remember that country!) and Burma, now Myanmar.

“great directing, superb cinematography and even greater acting” are the terms that veteran Malaysian producers, directors and actors are using to describe the movie that has raked in millions of ringgit in the first few days at the box office.

We had even built up a reputation that many a foreign team came to the Merdeka Stadium to find formidable teams that ran rings around them. Even an England B team with big Joe Corrigan in goal left dumbfounded by the wonder goal from a man known as “Super Mokh”.

This true story tells the struggles of the team of players, who overcame adversities, objections from families, and had to ensure that employers let them keep their jobs. There were no huge pay-outs or sponsorship. Players got allowances to cover basic costs.

Glory came in 1972 when Malaysia qualified for the Munich Olympics, where we played three matches and won one, to be eliminated in the group stages. But the scene was set for further glory as another bunch of players from all walks of life came together to seek success at the Olympics in Moscow, 1980.

To them, the glory was wearing the jersey of the national team. Seeing the Malaysian flag flutter in the breeze was the pride that united this team. Glory came to them one day in Seoul when Malaysia beat South Korea 2-1 at their home ground to gain the berth to Moscow Games.

Now, that glorious achievement has been captured in a spell binding movie called “Ola Bola” by Malaysian filmmaker, Chiu Keng Guan, that is the talk of the town. Accolades like, 68 MARKETINGISSUE202JAN-FEB

There was a time, long ago when a young nation, seeking its place in the community of free and independent nations, obtained a measure of success when its people of diverse ethnic origins

HOW MALAYSIAN BELIEVE AGAIN and beliefs came together for a common goal and beat the odds. It is not a fairy tale, but an-honestto-goodness struggle when differences were put aside, when hunger pangs hurt but were stomached, and even when livelihoods were at stake, they just did what they felt was right. To Henry Tan, this was a story worth re-telling to a Malaysian audience, many of them too young to remember the glory days. The COO of Astro began a quest to try and recreate that era. He recalled the movie, The Journey (2014) that was directed also by Chiu, was a runaway success as it managed to reach out and

connect with audiences of different cultural backgrounds, despite it being a largely Chineselanguage film. Henry wanted a movie that would inspire the nation to believe, collectively and individually, in what they could attain. So Henry challenged Chiu to come up with “a film of Malaysians, by Malaysians, and for Malaysians”. Today, Henry beams with choices words like “positive values” “feel good” and more when he talks of OlaBola,

the movie that is drawing the crowds right now. He adds: “While it is essentially a football movie, it is also many other things – a film that aims to inspire unity, harmony and love of country. As such, OlaBola presents an array of equally unique marketing challenges, in a society like ours that is made up of various cultures”.

STOP PRESS:

OLA BOLA RAKED IN RM8 MILLION AFTER 13 DAYS OF SCREENING!

NS CAN

marketing to have an impact, the message had to be communicated to all segments of society without any barriers. As such, all communications and collaterals were in four languages – Bahasa Malaysia, English, Chinese/Mandarin and Tamil. Because the story of OlaBola is about the nation of Malaysia, the marketing approach had to be customised for each segment of society.

OlaBola is a film about an unlikely multicultural team of footballers who have to overcome their disagreements and personal struggles for a chance at international success. OlaBola is also a page from the past and a clarion call to Malaysians of all walks of life to look beyond their differences and unite as a nation with a collective goal. Since Malaysians speak many languages, for the promotion and

“The unprecedented approach to the marketing of OlaBola to a multi-cultural, multi-lingual Malaysia proved to the industry that Astro is not merely a media platform but also a marketer, that understands the Malaysian consumers, and more importantly how best to market to them. “ “We recognise the need to appeal to the consumers on a local level, hence the different languages and the customisation in our marketing approach.” says Henry. And since it’s about languages, the tagline “You will believe again” is expressed in different languages. The cast of characters and the actors are multicultural, the languages used also reflect Malaysia’s rich cultural tapestry, as do the lyrics

to the songs.

“WHILE IT IS ESSENTIALLY A FOOTBALL MOVIE, IT IS ALSO MANY OTHER THINGS – A FILM THAT AIMS TO INSPIRE UNITY, HARMONY AND LOVE OF COUNTRY. AS SUCH, OLABOLA PRESENTS AN ARRAY OF EQUALLY UNIQUE MARKETING CHALLENGES, IN A SOCIETY LIKE OURS THAT IS MADE UP OF VARIOUS CULTURES”. - HENRY TAN

CHIEF OPERATING OFFICER ASTRO

The theme song We Will Believe Again features a multi-cultural group of singers, comprising award-winners Aril, Ganesan Manohgaran, Geraldine Gan and Nicole Tan, and an array of traditional musical instruments. Ganesan, who was Astro Vaanavil Superstar 2010 champion and Astro International Superstar 2015 runner-up, raps in four different languages, denoting acceptance and harmony. Zee Avi’s ballad, Arena Cahaya, uses Bahasa Malaysia and English, the two most widely spoken languages in Malaysia. The message is that we are one nation. Henry has yet another message: “Malaysians of all ages will love OlaBola. After you have seen the movie, then the theme #wewillbelieveagain will be more meaningful.” You could almost feel Sadly, the team did not make it to the Moscow Olympics in 1980, since Malaysia joined the Western led boycott of the Games in protest at the Soviet invasion of Afghanistan.

The OlaBola marketing campaign is the biggest ever done for a Malaysian movie

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NEWS TOP STORIES IN 2015! As we leave another roller-coaster year behind, it s time to whizz through look some of the top stories that made headlines in the Malaysian marketing, advertising and media industries. You’ll be surprised to learn that these stories achieved a cumulative readership of over 90,000 views! These Breaking News stories give you a good recap of what was the talk of the town in 2015. So see if you made the headlines…it will also give you an idea of what stories our readers love.

GO SHOP (CHANNEL 118) LAUNCHES ON ASTRO Go Shop is a new shopping experience destined to redefine the Malaysian retail industry with infotainment and realtime reality TV elements. It will bring the latest trends in electronics, kitchenware, fashion, lifestyle and beauty products to market and offers trusted brands and Korean top sellers with great value. There will be about 40 products offered initially with a plan to increase to 100 items within a year. Each product and its features and benefits will be highlighted thus offering a rich experience and detailed explanation to consumers. The Go Shop service was launched recently on Astro TV Channel 118,

and will be available to all Malaysians on e-commerce and mobilecommerce platforms by the end of the year. Astro Go Shop Sdn Bhd is headed by Chief Executive Officer, Dato’ Rozalila Abdul Rahman who said, “We are pleased this partnership will bring together Asia’s two leading brands – Astro, in consumer media entertainment and GS Home Shopping, in lifestyle home shopping. Astro’s brand promise is to continuously evolve our value proposition in our quest to serve our customers and

all Malaysians better. We are happy that our partnership with GS Home Shopping is set to deliver a best-in-class home shopping experience for the convenience and entertainment of all Malaysians, especially Astro’s growing 4.2 million customer base. In doing so, we will complement GS Home Shopping’s know-how with our own capabilities both on and off-air including our talent, production and broadcasting facilities and customer service. We hope our Astro, NJOI and Astro On The Go customers will enjoy this new shopping

BILLBOARD OF THE YEAR 2014! Clearly a marketer with balls of steel who has taken the art of hard sell to stratospheric levels. Literally translated, the headline says “Let us lose money, so long as you are satisfied”! The headlines promises that Mr D.I.Y. will pay for the GST on purchases. Gives a new twist on the GST confusion? Or just some clever play on words to entice with brutal truth? Talk about how a little confession can get you lots of compassion (in the 70 MARKETINGISSUE202JAN-FEB

words of Bill Bernbach), this billboard campaign with the same headline is running across all major highways and shouts out like a beacon to all

travellers. This has earned the campaign our Billboard of the Year accolade. Obviously their tone of honesty has paid off. Mr. D.I.Y. opened its

experience anytime, anywhere.” It is a 24-hour dedicated shopping channel managed by Astro Go Shop Sdn Bhd, a joint venture between Astro Malaysia Holdings Berhad and GS Home Shopping Inc., a leading multimedia retailer established in Korea with home shopping operations in India, China, Thailand, Vietnam, Indonesia and Turkey. Consumers call 1 800 82 0088 displayed on the channel to place their orders and the goods bought will be delivered directly to the consumers within a specific time frame. Go Shop not only offers competitive pricing through unique bundling of products, but it guarantees a hassle-free refund and exchange policy with no questions asked and free delivery to Peninsular Malaysia during the introductory period.

first outlet in Jalan Tuanku Abdul Rahman in 2005 and recently opened their 111th outlet at Giant Hypermarket Kampar. With the motto "Always Low Prices”, they carry mostly items made from China at very cheap prices. Their products are sourced directly from local and foreign suppliers to provide customers with a wide range of products at affordable prices. From hardware, household, electrical, stationery, sports to gifts, jewellery & cosmetics, car accessories and toys. Customers must be 'diy'-ing to get there!

Most Valuable ASEAN Banks The Brand Finance Top ASEAN Banking Brands 2016 February 2016

How competitive are the Malaysian Bank Brands across ASEAN, Asia and the rest of the world? “The brand value is an extremely critical measure for a brands success as it demonstrates a brands ability to contribute to the business and the shareholders. The intangibles (of which brand is a very large part of) represents over 50% of companies value and not knowing about the brand value or what drives it indicates that the management is largely focussed on only half of the business, the tangible half.” Samir Dixit, Managing Director of Brand Finance Asia Pacific.

Every year, leading brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test, evaluating which ones are the most powerful and valuable. The top 500 Banking Brand Rankings for 2016 has been released with varying degree of highs and lows across the ASEAN region. The strong brand strength has been vital for Malaysian banks to retain their positions within the ASEAN top 10 and most Malaysian banks were able to retain their brand strength. CIMB remains among the strongest banking brands in the country, maintaining its AAA- rating. Malaysian banking brands lost some value due to the weaker ringgit and slowing economy however their brand value had a positive growth when using the local currency based values excluding the forex volatility. Maybank, at US$ 2,050mn retained its position as the most valuable Malaysian banking brand, despite a fall of 9% in brand value. It is followed by CIMB and Public Bank which ranked at 110 and 151 in the Banking 500. These were followed by RHB Bank, Hong Leong Financial and AmBank, all of which saw a strong fall in brand value this year, with the AmBank brand value falling by 35%. The downward trend was however defied

by Bank Islam which saw a strong improvement in Brand Value this year, rising 12%. It moved 25 places in the Global Banking 500, coming in at 440. The 4 banking brands here are characterised by low brand strength. Compare this with the rest of Asia where the Chinese bank brands have been performing well for a number of years and in 2016, three of the top five banking brands globally are from China. ICBC is second globally; China Construction Bank third and Agricultural Bank of China (which grew in value more than any other brand) is fourth globally. The total value of Chinese banks in the rankings grew 42% to US$206.9 billion, suggesting that next year China could overtake the US whose brands are valued at US$225 billion. Samir Dixit, Manging Director of Brand Finance Asia Pacific highlighted that “The ASEAN bank brands are on a strong growth trajectory with DBS leading the ASEAN ranking for the 5th consecutive year”. Samir further added that “DBS has raised the benchmarks for all ASEAN banks by crossing the US$ 5 billion brand value mark for the first time and we will see if the Malaysian banks can follow suit and make the Brand Value an important KPI for their business and marketing initiatives”.

Top 20 Most Valuable ASEAN Banking Brands 2016 11 2015: 11 Brand Value: $1,087m

1 2015: 1 +20% Brand Value: $5,314m DBS

Brand Rating: AAA-

Public Bank

2 2015: 2 Brand Value: $3,293m +18% OCBC

Brand Rating: AA+

Krung Thai Bank

3 2015: 3 Brand Value: $2,762m +15% UOB

Brand Rating: AA

4 2015: 4 Brand Value: $2,050m Maybank

Bangkok Bank

+5%

Brand Rating: AAA

6 2015: 5 Brand Value: $1,716m CIMB

-9%

Brand Rating: AA+

5 2015: 6 Brand Value: $1,834m Bank Mandiri

Bank of Ayudhya

BDO

-13%

Brand Rating: AAA-

BNI

7 2015: 9 Brand Value: $1,588m +22% BRI

Brand Rating: AA+

8 2015: 7 Brand Value: $1,467m Kasikornbank

Metrobank

-7%

Brand Rating: AA-

10 2015: 10 Brand Value: $1,141m BCA

-12%

Brand Rating: AA-

9 2015: 8 Brand Value: $1,220m Siam Commercial Bank

BPI

Brand Rating: AAA

RHB

+3% Bank Danamon

+2%

Brand Rating: AA

12 2015: 13 Brand Value: $926m

+3%

13 2015: 15 Brand Value: $886m

+16%

14 2015: 14 Brand Value: $837m

+5%

15 2015: 16 Brand Value: $836m

+29%

16 2015: 12 Brand Value: $822m

+6%

17 2015: 19 Brand Value: $700m

+29%

18 2015: 18 Brand Value: $652m

+6%

19 2015: 17 Brand Value: $506m

-18%

20 2015: 20 Brand Value: $433m

-11%

Brand Rating: AA-

Brand Rating: A+

Brand Rating: AA-

Brand Rating: AA+

Brand Rating: AA-

Brand Rating: A

Brand Rating: A+

Brand Rating: AA

Brand Finance

What is driving the performance, or lack of it? There are three key factors that impact the brand value, namely Brand Strength, Business Performance and External aspects.

5 Best Performing Brands

1 2016 Rank: 17 Brand Value: $700m

+29%

2 2016 Rank: 15 Brand Value: $836m

+29%

3 2016 Rank: 24 Brand Value: $249m

+26%

4 2016 Rank: 26 Brand Value: $218m

+24%

Brand Rating: AA-

Brand Strength is the most critical of all simply because thatâ&#x20AC;&#x2122;s where the organisation has most control over and thatâ&#x20AC;&#x2122;s where all of the marketing dollars are spent. The business factors are somewhat controlled by the organisation but are more driven by the market forces. The external factors are not at all controllable. So realistically, brand must be the biggest contributor to the value increase or decrease of a brand but sadly, most of the times, it is not. Brand provides the ability to demand a premium for products and services. As stronger brands drive higher revenues, investors would also be willing to pay a premium for the company. In 2016, the 5 best performing brands for the value increase are mainly from Philippines and Vietnam showing that the ASEAN will be a more competitive playing field very soon. Noticeably, the average brand value growth for Asian banks is 33%, it means that even the ASEAN best performing brand did not reach the mark.

Brand Rating: AA-

Brand Rating: A+

Brand Rating: A

5 2016 Rank: 7 Brand Value: $1,588m +22% Brand Rating: AA+

5 Worst Performing Brands

1 2016 Rank: 23 Brand Value: $279m

-35%

BDO leads the ASEAN ranks in growth with 29% along with compatriot BPI. VietinBank and BIDV have also grown over 20% over the last year.

2 2016 Rank: 29 Brand Value: $181m

-21%

4 out of 5 worst performing brands are Malaysian as the brands have seen a general negative growth in terms of US dollars. However in terms of local currency Ringgit, the Malaysian banks remain strong in brand value and it shows that the brand is supporting the business despite volatile market and business environment.

3 2016 Rank: 19 Brand Value: $506m

-18%

4 2016 Rank: 21 Brand Value: $353m

-15%

5 2015: 6 Brand Value: $1,716m

-13%

Brand Rating: A+

Brand Rating: AAABrand Finance

Strongest ASEAN Banks? A brand is only as good as its competitive strength and Brand Finance calculates brand strength on a scale of 0 to 100, represented by brand strength ratings from DDD- to AAA+, based on a number of attributes. The Brand Strength Index (BSI) combines and correlates three critical aspects which include brand investment, the equity generated by that investment in the form of emotional connection harboured by a brand and the business performance as an outcome of the brand equity. This composite strength index provides a greater and more realistic picture of a brands ability to compete vs. just the softer equity aspects such as tracking the awareness, recall, likeability and recommendation, share of voice etc. This year, while overall the banks in the ASEAN region face a slight decline in brand strength, the 10 strongest ASEAN Banking Brands have increased their brand strength. This clearly shows importance of being at the top. The average Brand Strength Index (BSI) of Malaysian banks saw a drop as well. This is an alarming development which hinders the Malaysian banking brands ability to compete with both ASEAN and Asian banks in the region as well as their own backyards. It is notable that many ASEAN banks have increased their investment on the bank brand in the past one year. For example, BCA and Mandiri banks had one of the highest brand investments which led to significant improvement in their brand equity such as consideration and preference. However, high brand investments may not yield same levels of brand equity in the minds of consumers. Although CIMB also invested heavily in the brand but the improvement in equity generated is not as significant. Monitoring a composite brand strength index therefore will lead to the improvement of future performance in brand equity and will definitely lead to better business performance in the future. Bank brands with strong strength are wiser at spending their marketing dollars. They invest in the right place which brings uplift in their brand equity effectively and ultimately increase their business performance. Malaysia and ASEAN Average BSI are very low when compared with the Global, Asia and ASEAN Top 10 Average

Brand Finance

Top 10 Strongest Banking Brands

1 2 3 4 5

BSI Score: 85.5 Brand Value: $1,141m Brand Rating: AAA

BSI Score: 85.2 Brand Value: $1,834m Brand Rating: AAA

BSI Score: 81.0 Brand Value: $1,716m Brand Rating: AAA-

BSI Score: 80.7 Brand Value: $5,314m Brand Rating: AAA-

BSI Score: 78.1 Brand Value: $822m Brand Rating: AA+

6 7 8 9 10

BSI Score: 78.1 Brand Value: $2,050m Brand Rating: AA+

BSI Score: 76.8 Brand Value: $1,588m Brand Rating: AA+

BSI Score: 75.5 Brand Value: $3,293m Brand Rating: AA+

BSI Score: 71.5 Brand Value: $1,087m Brand Rating: AA

BSI Score: 70.8 Brand Value: $2,762m Brand Rating: AA

Brand Finance

Most Valuable ASEAN Banking Brands 2016 Global Rank 2016

Global Rank 2015

ASEAN Rank 2016

ASEAN Rank 2015

Brand

Domicile

2016 Brand Value (US$m)

2016 Brand Rating

Brand Value / Market Cap (%)

2015 Brand Value (US$m)

2015 Brand Rating

DBS

Singapore

5,314

AAA-

18%

4,416

AAA-

OCBC Bank

Singapore

3,293

AA+

13%

2,787

AA+

101

UOB

Singapore

2,762

12%

2,404

Maybank

Malaysia

2,050

AA+

12%

2,243

AA+

106

107

Bank Mandiri

Indonesia

1,834

AAA

12%

1,738

AAA-

110

101

CIMB

Malaysia

1,716

AAA-

19%

1,964

AAA-

117

134

Bank Rakyat Indonesia

Indonesia

1,588

AA+

1,302

123

108

Kasikornbank

Thailand

1,467

AA-

14%

1,667

AA-

139

133

Siam Commercial Bank

Thailand

1,220

AA-

10%

1,307

AA-

144

147

BCA

Indonesia

1,141

AAA

1,111

AA+

151

150

Public Bank

Malaysia

1,087

1,063

171

172

Krung Thai Bank

Thailand

926

AA-

15%

899

A+

174

193

Bank of Ayudhya

Thailand

886

A+

14%

761

A+

181

184

Bangkok Bank

Thailand

837

AA-

10%

797

AA-

182

207

BDO

Philippines

836

AA-

11%

648

184

160

Bank Negara Indonesia

Indonesia

822

AA+

12%

776

200

228

Bank of the Philippine Islands

Philippines

700

AA-

10%

542

AA-

212

Metrobank

Philippines

652

12%

617

A+

239

211

RHB Bank

Malaysia

506

A+

11%

619

AA-

268

254

Bank Danamon

Indonesia

433

22%

486

304

282

Hong Leong Financial

Malaysia

353

A+

417

A+

318

306

Thanachart

Thailand

327

30%

347

350

277

AmBank

Malaysia

279

A+

427

AA-

379

437

VietinBank

Vietnam

249

A+

197

385

392

TMB Bank

Thailand

245

A+

233

A+

413

new

BIDV

Vietnam

218

176

N/A

440

465

Bank Islam

Malaysia

196

14%

174

A+

450

487

Vietcombank

Vietnam

189

A+

157

A+

462

393

Panin Bank

Indonesia

181

A+

13%

230

AA-

477

473

Philippines National Bank

Philippines

171

12%

166

A+

484

new

EastWest Bank

Philippines

165

A+

28%

N/A

495

new

China Bank Corp

Philippines

160

A+

10%

N/A

ÂŠ Brand Finance plc

Valuation date: 1 January 2016

What will drive the future success? Digital banking applications and cashless transaction services will clearly be driving the differentiation for the brand in the future. Customers nowadays connect with their banks over the Internet or via smartphones more often than over traditional channels such as branch or ATM. Digital banking is therefore now considered a priority for most banks to increase market share and get closer to the customers. Banks however will have to continue to push the boundaries on the degree of services and ease they can provide to their consumers. Prime examples include Citi Mobile Snapshot which enables customers to view account information without logging in every single time and WestPac Australias Get Cash feature that allows customers to withdraw cash without the card. Banks such as Emirates NBD have brought features like Mobile Cheque Deposit that allows users to deposit cheques using pictures. Standard Chartered has launched Dash in partnership with Singtel. Banks have now begun to leverage the popularity of social networks as well. A good example of this service has been Barclays, which brought about the ability to make small payments using Twitter handles, thereby pushing the frontiers of mobile payments. Another digitization initiative of banking services has been the introduction of Apple Pay. The service, although limited to Apple products, has begun rolling out across the globe. Given the popularity of the brand many in the industry believe that impact of Apple will warrant a stronger adoption of contact based payments and cashless transactions.

A variety of banking services are now just a click away for a large majority of consumers with a vast number of financial organizations now providing smartphone applications and mobile banking services. The greatest example of the success of such moves has been seen across the Indonesian Banking Sector. Indonesiaâ&#x20AC;&#x2122;s top lender Bank Mandiri, second highest in terms of brand strength, has targeted countries rising digital transactions by promoting its electronic money product, Mandiri e-Cash. The effort in digital banking development has also improved Mandiriâ&#x20AC;&#x2122;s image, being more innovative and tech-savvy. Bank Central Asia (BCA), Indonesiaâ&#x20AC;&#x2122;s largest private lender by assets, has gained significant brand equity through many well received products and services. BCA currently leads the Indonesian markets in terms of cashless transactions through its popular and widely accepted Flazz cards.

Brand Finance

NEWS GUIDELINES FOR ADS ON SLIMMING PRODUCTS Communications and Multimedia Content Forum of Malaysia (CMCF) has issued a set of recommended guidelines for slimming products and services to assist industry practitioners intending to produce and distribute advertisements and commercials in the electronic networked medium. “These guidelines aim to reduce any ambiguity relating to advertisements and commercials of slimming products and services,” says Izham Omar,

CMCF Chairman (picture). “Unless specific regulatory or statutory requirements are cited, these guidelines, which not legally enforceable, only serve as recommendations.” Claims that products and services can induce weight loss are only acceptable if they comply with prescribed guidelines. Vitamins and mineral supplements may advertise to safeguard against deficiencies in poorly planned diets – but not to contribute to weight loss. Such products must be approved by the Medicine Advertisement Board and the

NOTICED THE HAND?

Another innovative 3D billboard project by Big Tree Outdoor is now located at the Subang Interchange on the NKVE. Completed with the production support of PIXIO Sdn Bhd, an industrial leader in wide format printing.

PETRONAS MAKES US COUNT OUR BLESSINGS!

Ministry of Health before being advertised. Among the products and services that cannot be advertised to promote weight loss include sauna and Turkish baths, hypnosis,

thermal pads, slimming patches, bath essences and soaps, antidepressants, slimming creams, and machines including electrical muscle and nerve stimulators.

The objective of the campaign was for PLUS to promote their new PLUS Expressways-PLUS Mobile App and to get expressway users to download the App. Since the key element of the idea and execution was to showcase the App, PIXIO customised an giant LED lightbox, shaped like a phone with a 3D hand holding the phone. The 3D hand structure is digitally milled out from Styrofoam blocks and hard coated with Polyurea lining, then spray painted to give the look of a real life hand. While foam milling and the lightbox structure works were carried out at the printing plant, the whole structure was then transported to the unipole site, where it was carried 80 feet above ground and installed!

Leo Burnett continues to touch the hearts of all Malaysians with its PETRONAS Chinese New Year web film titled ‘Rubber Boy’. The web film drew its inspiration from Malaysian values, and is about counting our blessings to inspire prosperity and happiness. ‘Rubber Boy’ revolves around the relationship between a mother and her son, capturing facets of their relationship during his childhood. The web film carries a powerful message, ie. happiness lies in the blessings around us. “While it may be easy to want what others have, we need to remember we are blessed in our own way and it is important to appreciate what we have,” says James Yap, Creative Director at Leo Burnett Malaysia. “We believe this story relates to all of us. We are guilty of this at one point or another, where in chasing our dreams, we lose sight of what’s important - our loved ones. According to Fitri Mydin, Head of Campaign Management at PETRONAS “We are an organisation rooted in Malaysian values and traditions. The campaign also includes crowd-sourcing social engagement ideas where a series of comic illustrations were developed based on Malaysians’ very own Greatest Blessing stories.” Agency: Leo Burnett Group Malaysia Creative Director: James Yap Art Director: Kelvin Low Copywriter: Jaz Lee Account Management: Eswara Van Sharma, Amelia Peng, Kristen Li Yen De Silva Agency Producer: Melanie Ranatunga Production House: Reservoir World ISSUE202JAN-FEBMARKETING 79

creative showcase MITSUBISHI MOTORS: HEATED WIPERS TORONTO PARKING TICKET Category AUTOMOTIVE Client MITSUBISHI MOTORS CANADA Agency JOHN ST, MONTREAL Country CANADA Executive Creative Directors ANGUS TUCKER, STEPHEN JURISIC Creative Director NIALL KELLY Associate CD / Art Director SEBASTIEN LAFAYE Associate CD / Copywriter CEDRIC AUDET Photographer ALAIN DESJEAN

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“For helping each other to understand what it’s like to be us.” NICK. CHIEF CREATIVE OFFICER

thankyoucreativity.com

Cannes Lions International Festival of Creativity

18 25.06.2016

office systems WHO WE ARE Hugh Seet is the founder and CEO of Blueocean Technologies, the company behind PIN system. It started as an internal tool in a full-service agency in 2003. This was during a fast expansion period to manage/record account servicing activities for over 100 advertisers. With the initial success, a media booking module was addedon and the agency managed to achieve 100% YoY growth. It was quickly apparent that there was no local software catered to this market. Seizing the opportunity Hugh and his team officially launched the business in 2006 by securing 4 more leading local agencies. Thrown into entrepreneurship, it was difficult during the initial years when too much focus was put into creating a “perfect” system. Luckily with good feedback and worth of mouth from users, more agencies started to know about PIN and adoption rate grew quickly. “While the core of our business is system development, really what matters most is helping our agencies maximise their potential by streamlining processes in as few steps as possible”, says Hugh. “By 2010 as our solution grew more matured we started implementing PIN in international

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One of the constant challenge in the Advertising and Media industry is employee productivity. Nobody likes to be micromanaged but inevitably when deadline looms and problems start popping up everyone is quick to point the blame to other colleagues, departments, or the client (gasp!). Unlike other service industries, the pace of campaign turnaround time and creative thinking required adds to the stress level of the job and understandably making it difficult to keep up the momentum. Apart from dealing with clients (revisions and what not), internal miscommunication and strife between departments is a big cause of operational hiccups. This leads to incomplete and inconsistent data which delays the feedback of information necessary for business decisions. Worst of is the high staff turnover rate the industry is facing.

INTRODUCING THE PIN AGENCY SYSTEM. The goal here is operational efficiency. PIN is a suite of tools that helps to automate and streamline daily work activities between departments in an agency. It is a platform for all employee levels of

WHY NOT TR the agency to create, submit, approve and monitor activities to cut down manual paperwork and repetitive tasks. This in turn allows for better collaboration, reduce the stress and tension of internal communications, and ultimately encourage a more accountable, friendly, and productive working environment. PIN system covers almost all operational aspects of an agency and consists of modules for:

ACCOUNT MANAGEMENT

Issue jobs, prepare briefs for various stage, manage revisions and set deadlines

where the team can follow accurately. Client activities can be used for internal WIP meetings, and easily prepare cost estimates through automated online forms, templates, pre-set cost centre and rate cards. PIN will also automatically produce all necessary reports for Finance, from budget and forecast, to estimate vs. actuals, and job profitability in a glance.

TRAFFIC/PROJECT MANAGEMENT

Manage resources and coordinate workload to ensure all jobs are handled and completed successfully. By providing transparency to the process you can

get better cooperation with the team, gauge when someone is overloaded and propose adjustment to estimates if necessary. An online dashboard and schedule planner helps to keep everyone on track at all times and shuffle assignments when necessary.

PRODUCTION, CREATIVE, STUDIO, TECH

Assign, delegate and work on tasks that are clearly defined. Whether it is a rush job or last minute adjustment rest assured all briefs are accountable so you are not wasting time going in a wrong direction. Manage your daily work more effectively when

office systems

RY THE PIN! tasks are prioritised and estimated in collaboration with the entire team. If it involves 3rd party vendors ensure RFQ and PO are prepared accordingly to project costing so all deliverable can be completed on time.

MEDIA PLANNING AND BUYING

One the most process and labour intensive department. Automate and improve the handling of media campaign, schedules, orders, amendments, and special tools to manage TV (eg. pre-buy, optimisation, postbuy analysis), Digital integration with 3rd party API (eg. Facebook Marketing and Google

AdWords) and inventory/ ratecards. Keep track of client contracts, media commitments and margin for rebates, agency fees, and bonus. Centralised media vendor and media title to be shared across the group for easy maintenance.

easier when finance is full automated, with option to integrate to existing accounting system or adopt a fully integrated solution. Use or design your own builtin reports at all levels of the progress up to financial analysis and management accounts.

FINANCE

HR/ADMIN

Set approval workflow and notifications throughout the system to control internal processes and audit compliance. Ensure all invoices are issued in a timely manner, what is un-billed, collection status, and manage payment to vendors with linked AR/AP transactions. Month end closing is much

From leave, claims, dispatch, employee review, payroll, and even candidate management cuts most of the manual paperwork for HR/ Admin. Adopt a self-serve culture in the agency which in fact most employees even prefer, and just manage outcome and process

through the system for less headache dealing with everyone. With so many people involved in different stages of projects often time is wasted in chasing for documents from one party to another, mistakes happen, miscommunication, and basically a longer turnaround time to get anything done. And because information are in silo there is no centralised view of all activities and more time is wasted on reporting or failing to catch a problem until it is too late. All agencies recoqnise these issues and many have tried to improve the work structure through both soft and strong-armed approach. But it is the necessary investment in an integrated system that will drive the agency productivity internally. A system that is specially designed for the industry, guide employees on proper work process and work flows, and carry information across the agency accurately. This in turn allows all employees to focus on their main task at hand, growing the business, and laying a proper foundation for innovation within the agency.

For any information please contact hugh@ blueocean.my

agencies with teams over 100 people for all BTL and ATL disciplines. Till date, PIN system is used by the likes of FCB, Saatchi-Saatchi Arachnid, Isobar, Hakuhodo, Dentsu Aegis group, Zenith and local agencies includes People â&#x20AC;&#x2DC;n Rich, Trapper Group, DNAcomm, LinsAd, Intigus, Monster and many more. The solution is so niche and targeted that we have been equally successful in deploying at agencies in 8 countries across Asia. PIN is truly the only localised solution with the depth of functions and features to support advertising and media agencies in all aspects of the business in the region.

MAJOR MILESTONES 2006 Start! 2007 MSC status 2009 SME100 Fast Moving Companies Award 2010 APEA Award 2010 2011 Indonesia 2012 Thailand 2013 Korea 2014 Singapore, HK, Philippines 2015 China 2016 Vietnam ISSUE202JAN-FEBMARKETING 83

creative showcase

CONDOR SENSITIVE CLEAN: TRAP - ICE CREAM Category COSMETICS & TOILETRIES Client CONDOR ORAL CARE Agency OPUSMÚLTIPLA Country BRAZIL Chief Creative Officer RENATO CAVALHER Art Director KEITH LAUER Copywriters GUILHERME PINHEIRO, GUSTAVO FRARE Client Team Directors FABIO ROSE, DENIS BOVER Production Designer EDSON PERIN 84 MARKETINGISSUE202JAN-FEB

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