Advertising + Marketing MY - May/Jun 2014 by Marketing Magazine Group

advertising + marketing malaysia

MAY/JUNE 2014

15/7/2014 9:36:47 AM

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NEWS

Lazada launches its new website; MAA Group launches the Visit Malaysia Visa prepaid card; Astro Radio partners with Waze; and LAB Malaysia’s new activation arm, plus more.

PROFILE: TV3

In the market for 30 years, TV3 is looking to make a big splash with its anniversary this year. What are its plans? A+M finds out.

NEWS ANALYSIS: BRIEFS FROM HELL

Briefs from hell are a common frustration for agencies. Here are seven ingredients for the brief from hell. Is yours one of them? Elizabeth Low writes.

ADVERTISING + MARKETING AGENCY OF THE YEAR METHODOLOGY

SPONSORS AND PARTNERS

JUDGES

OVERALL AGENCY OF THE YEAR

BRAND CONSULTANCY

CREATIVE AGENCY

DIGITAL AGENCY

DIRECT MARKETING

EVENT MARKETING

MARKET RESEARCH

MEDIA AGENCY

MOBILE MARKETING

PUBLIC RELATIONS

SOCIAL MEDIA

THE MARKIES

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25/6/2014 3:14:12 PM

how to keep them loyal

John - Australia v 55 years old v a premium customer of AUS Financial, which manages 70% of his investment

find full answers in Epsilon’s 2013 Consumer Loyalty Study

Shireen - India v 23 years old v shops 2-3 times a month v often listens to friends’ recommendations

Epsilon’s 2013 Consumer Loyalty Study An analysis of customer engagement that enriches loyalty

Wei - China

Misako - Japan

v 34 years old v a member of MaxMiles for 7 years v enjoys being treated like a valued customer

v 41 years old v a housewife with 2 children v always opens emails from her preferred grocery store for relevant offers

s-Country Epsilon Cros lty Study Loya Consumer CHINA

Epsilon Cro Consum ss-Country er Loya lty Stud CHINA y October 2012

13 Epsilon’s Epsilon 2013 ’s 2013 13silon’sS20 Ep y dy n’s 20 yns y tuConsumer CLoyalty Loyalty Stud onsumStudy er Loya Epsilo mer Co Lo altumer lty Stud u China Australia s n o y C India Japan

y 2013

Januar

January 2013

January

Read more about other consumer attitudes and views about loyalty in a series of reports from Epsilon.

Alliance Data FHC, Inc., trading as Epsilon International

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October

2013

DOWNLOAD THE REPORTS AT www.epsilon.com/loyalty2013

Connect with us Follow us @EpsilonAPAC Join our group Epsilon Asia Pacific 关注Epsilon艾司隆

1/29/13 11:56 PM

ED’S LETTER

Elizabeth Low, Deputy Editor elizabethl@marketing-interactive.com Rezwana Manjur, Senior Journalist rezwanam@marketing-interactive.com Editorial – International Matt Eaton, Editor (Hong Kong) matte@marketing-interactive.com Oliver Bayani, Editor (Philippines) oliverb@marketing-interactive.com Production and Design Shahrom Kamarulzaman, Regional Art Director shahrom@lighthousemedia.com.sg Fauzie Rasid, Senior Designer fauzier@lighthousemedia.com.sg Advertising Sales – Singapore Che Winstrom, Sales Manager chew@marketing-interactive.com Johnathan Tiang, Account Manager johnathant@marketing-interactive.com Trina Choy, Account Manager trinac@marketing-interactive.com Advertising Sales – International Josi Yan, Sales Director (Hong Kong) josiy@marketing-interactive.com Events Yeo Wei Qi, Head, Events Services weiqi@marketing-interactive.com Marketing June Tan, Regional Marketing Executive junet@lighthousemedia.com.sg Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg Management Søren Beaulieu, Publisher sorenb@marketing-interactive.com Tony Kelly, Editorial Director tk@marketing-interactive.com Justin Randles, Group Managing Director jr@marketing-interactive.com

An agency head once told me: “You (clients) can’t pay an agency s--- and treat it like one too. You’ve got to choose.” That summarises the frustrations of agencies pretty well. Things are changing fast and the challenges for brands and agencies are alike, except agencies are expected to quickly become experts on all-things-new or lose out on the game. Now these past 12 months, since our last Agency of the Year Awards, have been nothing short of a roller-coaster for the industry. In what would have created the largest advertising group in the world, the industry saw the high proﬁle attempted merger between Publicis and Omnicom. While ultimately called off due to a host of complications, the discussions nonetheless raised important questions for agencies about consolidation, leadership and the business side of advertising. We have seen the rise of specialists catering to speciﬁc client needs in the areas of social media, e-commerce, social CRM, mobile marketing and others for some time now. Bigger, more established agency networks therefore have a problem with these nimble, agile smaller shops which slowly, but surely are eating into their pie. It is, therefore, only natural for the bigger networks to acquire these shops in order to develop the new-age marketing capabilities. The trend cuts across all markets, globally. Moreover, the most-trodden paths of marketing a brand are becoming redundant. Content marketing is the “in thing”. While nothing new, the relevance of it now is much more pronounced and is requiring brands to rewire their approaches to marketing.

The agencies have to keep on top of it, as expected. The distinction between online and ofﬂine is blurring – and quickly. The physical and digital barriers are breaking, omni-channel is the new way of doing things, and hybrid experiences are what brands should be aiming to create. Phew! All of you are ﬁghting these battles every day and deserve a pat on the back for not only surviving through the storm, but riding the wave. So, it’s that time of the year when we celebrate the hard work the industry has put in, in creating some great work for brands over the past 12 months. Continue doing great work, guys. And don’t forget to share it with the larger clientmarketer community. On with the show …

Photography: Stefanus Elliot Lee – www.elliotly.com; Makeup & Hair: Michmakeover using Make Up For Ever & hair using Sebastian Professional – www.michmakeover.com

Editorial Rayana Pandey, Editor rayanap@marketing-interactive.com

SURVIVING AND THRIVING IN A NEW WORLD

Adevertising + Marketing’s Agency of the Year is published annually by Lighthouse Independent Media Pte Ltd. Printed in Singapore on CTP process by Sun Rise Printing & Supplies Pte Ltd, 10 Admiralty Street, #06-20 North Link Building, Singapore 757695. Tel: (65) 6383 5290. MICA (P) 180/03/2009. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketinginteractive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Singapore office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 198755 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd Unit A, 7/F, Wah Kit Commercial Building 302 Des Voeux Road Central, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 To subscribe to Marketing magazine, go to: www.marketing-interactive.com

Rayana Pandey Editor

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25/6/2014 3:07:21 PM

NEWS

A MONTH

IN NEWS Lazada’s new push Online shopping mall Lazada launched its new website, rolling it out across its six markets – Malaysia, Singapore, Indonesia, Philippines, Thailand and Vietnam. It launched a TV and digital advertising campaign to accompany the site launch, which was created by Leo Burnett Singapore. The campaign features three television commercials with each of them humorously tackling different issues consumers in Southeast Asia face when shopping offline, including traffic jams, chaos of a mall and limited product availability.

Celcom’s Cup anthem In conjunction with the World Cup, Celcom created an anthem and video for the season. Developed by advertising agency, M&C Saatchi Malaysia, “The Football Mad Territory” campaign kicked off with a football anthem, written, produced and performed by hip hop artist Joe Flizzow. The song was released on local radio stations, and a teaser and full-length music video was subsequently released online, reaching out to millions of football fans across the nation.

Getting the better of traffic Astro Radio has partnered Waze, a crowd-sourced application, to enhance its traffic reports and improve the quality of the public’s daily experience on the road. This partnership with Waze is considered a first for Malaysia, said Astro Radio. The local radio station will use Waze to bridge traditional media with social networks and crowd-sourced content to augment radio traffic reporting.

Improving data performance Celcom will invest RM400 million in capital expenditure to provide better network quality and improve data performance for its customers. As part of its major IT and business transformation exercise, the telco is investing millions in 4G deployment, according to The Star. The telco continues to address industry issues, including dropped calls, congestion and the quality of broadband services through its investment in its quality of service improvement initiatives.

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A hackathon for innovation Media Prima Digital held a hackathon, a social coding event, that gathered developers to hack technological applications and platforms on 24 and 25 May. The event saw 300 hackers create a total of 71 projects, prototyped mobile and web applications, scrutinised by industrial expert judges such as Joshua Slayton, co-founder and CTO of AngelList; Gregory Gopman, founder of AngelHack; and Vincent Ha, cofounder of Gushcloud.

Malaysia’s new payment tool MAA Group launched the Visit Malaysia Visa prepaid card, a new payment tool for tourists in the country. With this new card, tourists now have direct access to their funds. According to The Star, tourists using the card can enjoy a secure debt-free option for cashless spending as well as discounts, coupled with 24-hour cash access at local and overseas ATMs. However, MAA Group Bhd executive chairman Tunku Datuk Ya’acob Tunku Abdullah told the Star the card was neither a credit or a debit card.

Talking sport Star Radio Group teamed up with talkSPORT UK to cover the 2014 FIFA World Cup. It was Star Radio Group’s first collaboration with talkSPORT UK, the official broadcaster for World Cup 2014. Football enthusiasts could catch the updates on RedFM, 988 FM, Suria FM and Capital FM as early as 7am. Besides updates on each match, the stations also aired insights and analysis from sports journalists and commentators on the different matches

LAB activates new business Boutique brands consultant, LAB Malaysia launched an activation arm, LAB Activation. This is aimed at helping LAB take more control over the quality of work delivered from the group. LAB Activation will be managed independently to deliver more progressive and outof-the-box activation campaigns providing optimum results, in line with the trends of the market. This initiative is expected to help the group strengthen its core offerings and exercise more control over the quality of work.

Astro Radio still No.1 Astro Radio recorded its highest share of listenership in nine years (after 16 consecutive surveys) with a 55% share-of-voice in the market. According to the recent Nielsen Radio Audience Measurement (RAM) survey results, it retained its leadership position as Malaysia’s No.1 radio operator with a weekly listener base of 12.645 million, said the broadcaster.

Brand transition Maxis has undergone a brand transition for its Maxis and Hotlink brands, both internally and externally. Externally, this means a new tag line and campaign for both brands. Its new tag line is: “It’s Not OK to be OK.” According to Maxis, this will be the new attitude driving standards of delivery and the way of working, both internally and externally.

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25/6/2014 12:14:18 PM

NEWS

Malaysia Airlines declining As the financials roll out for beleaguered Malaysia Airlines, it looks like the loss of MH370 could prove irreparable for the brand. In a statement, the airlines said its first-quarter net loss had expanded by nearly two-thirds to RM443.4 million from RM278.8 million a year ago, its worst quarterly loss in two years, following its missing airline tragedy. The number of passengers has dropped sharply after MH370’s disappearance. The percentage of seats sold slipped to 74.1%, close to January 2013’s record monthly low of 73.9%. STB appoints agency Singapore Tourism Board (STB) has appointed a research firm to conduct qualitative consumer research with its target audiences in Malaysia. Quantum Consumer Solutions was appointed following its tender. Other agencies involved in the pitch included 2CV, Blackbox Research, BDRC Asia, Consulting Group – Asia Insight, EA Research & Consulting and Frost & Sullivan (Singapore).

No ‘pork’ in Cadbury Department of Islamic Development Malaysia (JAKIM) announced the two batches of Cadbury chocolate products previously found tainted with porcine DNA are halal, signalling it was alright for consumption by Muslims. According to the Malay Mail Online, Datuk Seri Dr Jamil Khir Baharom, the minister in charge of Islamic religious affairs, said 11 samples of the confectionary giant’s Cadbury Dairy Milk Hazelnut and Cadbury Dairy Milk Roast Almond were sent straight from the factory to a special accredited laboratory for testing.

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MAHB appoints M&C Saatchi Malaysia Airports Holdings Berhad (MAHB) appointed M&C Saatchi Malaysia as its agency of record to launch Malaysia’s new terminal, KLIA2, for low-cost carriers, following a closed door pitch. M&C Saatchi is commissioned to produce the creative campaign to develop and support the KLIA2 brand as it starts operations.

Saucy campaign Hong Kong-based food company Lee Kum Kee launched a new campaign for its Mahsuri sauce range featuring Malaysian actor Shaheizy Sam. Created by TBWA\ Kuala Lumpur, it is the first time the company has targeted the regional Malay market. The campaign made its debut in Malaysia, Singapore and Brunei with a subsequent launch in Indonesia.

Celebrating heritage The birthplace of white coffee Ipoh, Old Town, was surrounded with seven art murals painted by renowned Lithuanian artist, Ernest Zacharevic. This was part of a partnership between Old Town White Coffee Malaysia and Zacharevic. In line with the “Art of Old Town” campaign, each art piece drew inspiration from the elements from Ipoh and Old Town and their shared origins.

Inspiring healthy eating Nestlé tapped into the online engagement opportunities via Google+ “Hangouts on Air” with a Nestlé Wellness Cook-Along Google+ Hangout on 26 June. The campaign aimed to encourage and inspire Singaporeans to eat well, be active and stay healthy. Rajiv Deraniyagala, managing director of Nestlé Singapore, explained that through the campaign Nestlé Singapore was taking a step forward with this digital initiative.

Employee advocacy In its latest campaign, dairy brand Dutch Lady banked on its employees to push its brand. According to Dutch Lady, the employee advocacy campaign was an addition to the normal marketing campaign Dutch Lady undertook to engage with its consumers. The six-week campaign, led by Advocacy Asia, garnered more than 2,000 actions (actions include trial, feedback, ideation, creating and sharing) from the advocates, with more than 1,400 unique pieces of content generated and created by employees and shared with their own friends and contacts in their own social networks.

GST set at 6% The public was in an uproar in Malaysia with the announcement of the Goods and Services Tax (GST) that will be effective on 1 April, 2015. The introduction of the GST in Malaysia was announced by Prime Minister Datuk Seri Najib Razak during the presentation of Budget 2014. The GST, which is set at 6%, will replace the sales tax and service tax.

Best of the best “Made in Malaysia” brands enjoy strong popularity among consumers, with home-grown brands named winners at the Reader’s Digest Trusted Brands 2014 awards. Consumers named Maybank (platinum winner), CIMB and Public Bank as their most trusted banks. The trio also emerged as the most favoured credit card-issuing banks. In the education sector, Universiti Malaya earned top spot (platinum winner) as the nation’s most trusted public university, with Universiti Sains Malaysia, Universiti Teknologi Malaysia and Universiti Teknologi MARA each receiving the gold award.

Tourism Malaysia’s creative pitch Tourism Malaysia announced a tender for advertising agencies to lead its 2015-2017 advertising campaign. According to The Malaysia Tourism Promotion Board, a tender offer was published in the local newspapers, New Straits Times and Utusan Malaysia, on 4 and 5 May 2014. Currently, a total of 131 brief documents have been sold to advertising agencies that are registered with the Ministry of Finance. A swift affair Car maker Toyota launched its first Southeast Asian road safety campaign, banking on pop singer Taylor Swift to drive home the message of the importance of wearing a seat belt. It is the official car sponsor of Taylor Swift’s “The RED tour presented by Cornetto”.

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25/6/2014 12:14:20 PM

NEWS

Merging online and offline YouTube is making a big play to get its YouTube stars in the limelight. In a first for the online video channel, a spokesperson at YouTube said it was marketing its most popular content creators offline. This was aimed at pushing their demand online. YouTube is advertising on traditional media such as billboards, subway ads and local TV spots in the US and Tokyo. New initiatives LinkedIn launched three new initiatives to push content marketing. The features are Sponsored Updates Partners which provides brands and agencies with campaign management tools to manage and optimise Sponsored Updates campaigns. Meanwhile, the Content Partners Program manages the ongoing challenge of having enough quality content to share with audiences and the Sponsored InMail on Mobile allows marketers to engage targeted audiences with personalised content on mobile.

Beautifying Japan Arcade created an integrated campaign for the launch of Unilever’s Clear Hair & Scalp Care range in Japan across broadcast and print. With Japan facing signiﬁcant societal shifts, the emphasis is changing for women in the personal care market. The campaign platform, “Strong is beautiful”, is designed to map out a new territory for Japanese beauty that deliberately steps beyond the “kawaii” imagery.

Microsoft chooses agencies Microsoft Corporation chose Interpublic Group (IPG) as its agency of record for advertising and global deployment, while Dentsu Aegis was appointed to handle media planning, media buying and search advertising. Creative, localisation and deployment will be handled by various agency teams throughout IPG’s global network. Dentsu Aegis will handle media planning across the company’s network.

A new look The Asian Food Channel (AFC) celebrated its 10th anniversary with a new logo and on-air look. This is the channel’s ﬁrst brand makeover since its launch in 2005. The array of dots was removed in the new AFC logo, but it retained the green typography with a spray of colour. The brand refresh has also reached online as AFC revamps it ofﬁcial website.

On the hunt Samsung Electronics called for a global, media, creative and digital pitch. This involves the Singapore market as well. R3, headquartered in Singapore, is also understood to be running the pitch. Starcom MediaVest Group handles the majority of Samsung’s global media business. The company’s creative partners include Leo Burnett and Cheil.

Living on the edge Edge Asia, a digital advertising group under Australia’s STW group, is continuing its aggressive expansion in the region, acquiring Indonesian digital agency Alpha Salmon. The partnership was formed with the intent of providing its clients in Southeast Asia with an extensive regional network. Alpha Salmon will continue to operate in the local Indonesian market.

HOW MUCH DOES THAT COST?

A STRAIGHT SHOOTER

Local agency @ccomplice recently sent out a direct mailer – with a fake gun in it – to its clients across multiple industries as a play on the agency’s name. It was sent to 35 clients. According to Tobias Wilson, its founder, the campaign resulted in a net 80% response rate. This was basically because the gun was able

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to shock the clients with its realistic touch and feel. Wilson added for the stunt, the boxes cost SG$35 each while the guns were SG$20. Meanwhile, the printing cost was SG$5 and the custom dog tags that accompanied the gun, along with the accomplice face plate, were US$15. The total package cost about SG$75.

Getting sociable MSC Cruises appointed global social media agency We Are Social to develop its social media strategy. MSC Cruises is working with We Are Social Italy to strengthen the content strategy. We Are Social will activate an international team across eight markets to deﬁne and co-ordinate a creative approach consistent with each country’s needs. MSC Cruises aims to enhance its knowledge of the needs of travellers.

Round two In its second major global revamp, PayPal overhauled its brand identity, including the logo. The new look reflects PayPal’s simplicity, convenience and security, redesigned for today’s dynamic, mobile-first world. The brand identity was developed by design firm fuseproject and a global brand campaign, created by Havas Worldwide, has rolled out across multiple markets. The campaign is called “Powering the People Economy”.

Aussies brew up a campaign Dentsu Australia launched a new campaign for Kölsch, a Germanstyle beer brewed by the 4 Pines Brewing Company. The campaign, featuring print, point-of-sales, radio and a video, is based on the tangled history of Kölsch and takes a laconic Australian view of what was obviously a very serious matter to the original German brewers. The content piece was produced by Heckler, with animation director Mark Simpson leading the charge.

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NEWS AUDIT WATCH

BILLIONAIRE BULLETIN SKIPS AUDIT Panda attack To mark the opening of design hub PMQ in June, creative firm AllRightsReserved brought the long-running worldwide exhibition tour of 1,600 “pandas” to Hong Kong in an attempt to connect creativity to conservation. After touring France, the Netherlands, Italy, Switzerland, Germany, Taiwan and nearly 100 exhibitions, the 1,600 pandas will land in Hong Kong for the first time. The “pandas” were made from recycled materials. A foxy move Fox International Channels locked in an international partnership on M. Night Shyamalan’s new suspense-filled 10-episode event thriller Wayward Pines. FIC will control all rights outside of the US to become exclusive first-window broadcaster in its 125 country universe as well as the exclusive international sales arm. For the first time, FIC also assumed direct sales responsibility for all international television windows, non-linear and home entertainment rights.

Getting personal The Wall Street Journal unveiled #WSJbe, its biggest multi-media brand effort across Asia Paciﬁc to date, speaking to readers’ aspirations, with inspirations driven by a skeleton crew from its Asia editorial team. Targeting consumer and trade media, the campaign adopts a heavy storytelling approach featuring personal stories and aspirations behind four key journalists’ career paths. The campaign runs on TV, print, online and OOH channels.

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New entrants Two Chinese companies – CCTV and Baidu – entered ZenithOptimedia’s top 30 global media owners ranking list this year, the ﬁrst time any company from China has done so. They join Brazil’s Globo as the only companies based in emerging markets on the list. The top media owner is Google, which is by some distance the world’s largest media owner, with revenues 47% higher than the second-largest, DirecTV.

A candid moment Fujiﬁlm launched a TV and print ad campaign for its latest X-T1 camera. The campaign aired on TV and was shown on screens in the lobbies of ofﬁce buildings. Print ads featuring stills of the TVC have appeared in newspapers and magazines, while out-of-home ads for bus billboards and MTR stations were also released. The ads were produced by creative agency Metta Communications.

A delicate divorce A US$35 billion plan to create the world’s largest advertising holding group was abandoned. Publicis and Omnicom jointly announced that they have terminated their proposed “merger of equals” by mutual agreement. The French-US alliance has been on shaky ground for several months. Tax problems and a reluctance from China regulators to green light the deal had dented the plan to create adland’s biggest agency holding group.

Billionaire.com launched its Singapore edition of the publication late last year. Targeting the “ultra high-net-worth” community, the Billionaire Bulletin is distributed to super wealthy individuals globally. The publication will have five issues this year: May, June, September, November and a December/January 2015 issue. A spokesperson told Marketing the publication would be skipping the circulation audit process. “Our strategy isn’t focused on reaching millions of readers, but rather, reaching readers worth hundreds of millions – or more,” said the spokesperson. “The traditional audit plays to the strengths of traditional publishers, whose focus is quantity, not quality of readers. Ours is a sniper rifle, rather than a scattergun approach. And we

Y&R consolidates Y&R consolidated the agency’s retail and shopper marketing capabilities into a single, uniﬁed network: Labstore. Y&R’s other retail and shopper capabilities such as IdeaWorks are now under the Labstore network. In Asia, Y&R Labstore made its debut in Thailand and the Philippines. Jon Bird, co-founder of Y&R’s retail marketing agency, IdeaWorks, is now global managing director.

Getting a grip Following accusations of false advertising, Vibram - the maker of the toe gripping shoe - agreed to settle a class action lawsuit. Postsettlement, the company will not be able to make claims that the FiveFingers footwear is effective in strengthening muscles or reducing injury without scientiﬁc backing to prove the claims.

are able to verifiably prove that we are reaching precisely the audience we say we are.” It claims a global total print run of 40,000 with tailored editions to particular parts of the world: US 20,000; UK/EMEA 11,000; Singapore/Hong Kong 7,000; and China (in simplified Chinese) 2,000. The publication runs in partnership with Wealth-X. For advertisers, it is targeting key brands in the luxury, fashion, watches, jewellery, cars, travel and hospitality sectors. It also will provide pro-bono space to certain charities and NGOs.

Where’s the drama? Samsung launched two TV commercials inspired from Korean TV dramas to tap the Hong Kong and China markets. The spots are designed to reinforce the traits of the Samsung Galaxy S5 and Galaxy Gear Fit.

A long term relationship The International Olympic Committee (IOC) handed NBCUniversal (NBCU) the broadcast rights in the USA for the Olympic Games up until 2032. NBCU acquired the broadcast rights across free-to-air television, subscription television, internet and mobile. The agreement is from 2021 to 2032 and is valued at US$ 7.65 billion with an additional US$ 100 million signing bonus set aside for the promotion of Olympism and the Olympic values.

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25/6/2014 3:05:36 PM

PROFILE BROUGHT TO YOU BY:

IN THE MARKET FOR 30 YEARS, TV3 IS LOOKING TO MAKE A BIG SPLASH WITH ITS ANNIVERSARY THIS YEAR. A+M SITS DOWN WITH SHERINA NORDIN, GROUP GENERAL MANAGER OF TV3 AND TV9, TO LEARN ABOUT THE JOURNEY SO FAR AND WHAT LIES AHEAD FOR THE STATION. How has the competitive landscape changed over the years and what does it mean for TV3? There are 200 channels now as opposed to two, when we ﬁrst started and, yes, we have competitors from every corner. We know viewing habits have changed over the past 30 years, hence, the collaboration with our subsidiary Media Prima Digital. With Tonton, our content is available anywhere, everywhere and anytime of the day. We are pleased that even on Tonton, TV3 content remains as the most popular among Tonton’s three million subscribers.

One of our best case studies was the DFKL (Drama Festival Kuala Lumpur). We launched our 30th anniversary with DFKL, the ﬁrst-ever drama festival in Malaysia. It was a four-month campaign that went across online, on air and on-ground. We partnered with L’Oréal Paris and the special integration that we had for it was an exclusive television commercial pitching session. We invited over 1,000 of the DFKL participants to pitch their ideas to the panel of judges and production houses. Short-listed ideas were then produced into four different versions of commercials to be aired on our platforms.

The audience’s attention is fragmented. So what are you doing in the digital space to get their attention? Do you engage them on social media as TV3 or as individual shows? In addition to Tonton, we also provide special content for second screen experiences. This would be special extended content from our main shows. Our viewers love this, and we have been able to reach out to a huge number of the younger audience in this space. We have a very active social media engagement with our viewers which mostly use the main TV3 account. We also have individual social media accounts for key shows which are promoted as individual brands. Speciﬁc hashtags are created so viewers and netizens can be part of the conversations.

What more is the station planning for its 30 th anniversary? There are some big shows coming up and one main CSR activity. There is a 13-episode drama series called Kasih Berbisik that we are co-producing with MediaCorp from Singapore. It will be ﬁlmed in Malaysia, Indonesia and Singapore and we have casts from all three countries. Another show is Anugerah Melodi Galaksi Rap. It is a brand new entertainment awards show which will be presented by Melodi, our number one entertainment show on TV3; Galaksi, which is a similar kind of programme on TV9, together with RAP, the No.1 entertainment pullout in Harian Metro. We also have Mentor Legend, a spin-off from Malaysia’s highest rated reality show. For this Anniversary Special, we are actually calling back the past winners to be part of the reality show. A crowd-sourcing telemovie will be another big project that we will embark on this year. With the tag line of, “made by the people, for the people”, this special telemovie to be produced later this year will convert the voices of our viewers into ideas, plots and storylines as voted by them through our social media platforms. TV3 is also collaborating with Lembaga Tabung Haji for our 30th anniversary to send 30 people to Hajj, which will be really special and meaningful for those going this year. Tying everything together is Sentiasa Bersamamu which means Always with You.

How have advertisers’ expectations changed over the years and what has TV3 done to meet those expectations? TV3 and our partners have the same goal, which is to engage with audiences as much as possible in today’s cluttered media landscape. Our viewers are our fans. Jom Heboh continues to attract more than one million visitors every year, mosques are always packed whenever we record our Al Kuliyyah and our drama fans continue to adulate their drama idols both in our on-ground screenings and social media. Sometimes our drama ﬁnales and live award shows keep trending for days. And we extend these engagements as solutions to our clients. We bring our partners into our multi-platform universe.

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26/6/2014 12:40:45 PM

Sherina Nordin Group General Manager TV3 & TV9

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26/6/2014 12:40:54 PM

NEWS ANALYSIS

HOW TO WRITE A ‘MONSTER’ BRIEF Briefs from hell are a common frustration for agencies. Here are seven ingredients for the brief from hell. Is yours one of them? Elizabeth Low writes. Earlier this year, I was speaking to a marketer who had just called an open pitch. In the short few minutes asking for details on the pitch, this marketer clearly seemed to check all the boxes on how to give a “monster” brief. Here’s how the conversation went: Me: “Hi, I hear you’re calling a pitch for XXX. Can you give me a few details?” Marketer: “Yes, we want someone to buy space on online media, paid media, social media for our campaign.” Me: “Which part of the business is this for?” Marketer: “You can go on our website and look at any of our core businesses and choose one. Actually, we’re more interested in seeing what the agencies come up with and going through that.” Me: “Well, what’s the main objective?” Marketer: “Basically we want someone who has contacts to Google and Facebook because we don’t know anyone there.”

the rules of the game as the process progresses, regardless of how much time and effort the agencies have invested thus far. “I remember one a few years ago where the budget was slashed and then the senior decision-makers disappeared from the process at the last moment. “Having had teams across the region prepare a fully loaded top-tier proposal that

was based on the original scenario, we were left holding the bag and there was absolutely no contrition at the client end. “We had flown in key leaders from top Asia Pacific markets and suddenly found ourselves meeting with a single marketing manager who explained that ‘things have suddenly changed’. Obviously that kind of ‘bait and switch’ is toxic to the prospect company’s reputation,” says Pickard.

An open tender had been called for this. I ended the phone call thinking that any agency that tried to pick up this business would be left 10 times more frustrated than I was. Unfortunately, “monster” briefs are common in the industry, as senior industry executives share their frustrations on the things clients do in briefs in this article. Marketers, take note – here’s how to tell if your brief needs tweaking: 1. No indication of budget Several industry executives highlight the issue of not indicating the budget on a brief. “The first sign of trouble is when there’s no budget range provided, which often signals that the prospect will be deciding the outcome on commoditised price more than on creative quality,” said Bob Pickard, chairman of Huntsworth Asia Pacific. 2. The ever evolving brief Multiple changes of the brief over a long period is another problem, said Lars Voedisch, founder of PRecious Communications. Added Pickard: “The worst briefs change

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NEWS ANALYSIS

3. The “up to the agency” brief “Some of the bad habits I have witnessed include the cut and paste mentality – where someone takes a past brief and then literally cuts and pastes its components onto a new one without regard to its relevance,” said Lionel Goh, client service director for Havas Worldwide. “This means that some irrelevant information to the current project is included and it sends us on a wild goose chase that ultimately wastes time for all parties.” The worst things you could say to an agency? “Up to you’, ‘Agency to recommend’ and my personal favourite: ‘I am not sure what we want, but I will know it when I see it’,” Goh added. “The worst brief I have ever worked on (and I still keep a copy) had on the cover of a 10-plus page document: ‘Objective: Generally to create awareness.’ “That said, while it was the worst

“The worst things you could say to an agency? “Up to you’, ‘Agency to recommend’ and my personal favourite: ‘I am not sure what we want, but I will know it when I see it” Lionel Goh — client service director for Havas Worldwide

brief, it turned out to be one of the most profitable projects I had the privilege of working on.” 4. The beauty parade Spamming out a brief to a dozen or more agencies is another bad sign, say agency professionals. Calling it a “beauty parade”, Huntsworth’s Pickard said it was disconcerting for a pitching agency. However, so far in the local market, this is not uncommon. Several larger government tenders, as well as the major brand assignments,

have been known to have anywhere up to a dozen agencies or more. For example, Scoot reputedly pulled in up to 30 agencies when the budget carrier called its first pitch. 5. The “top secret” brief A big frustration is when clients get too secretive with their company’s strategies, not wanting to give away confidential information. While this is understandable, don’t take this too far in a brief. “There was one brief that was too secretive about its company’s strategy and direction – just indicating that it was a major shift and the brand strategy should support that,” said Voedisch, highlighting one of the worst briefs he’s encountered. “Be clear in the objectives of what you want to achieve. Provide some guidance either on the deliverables or budget.” 6. The internal client war If it isn’t difficult enough trying to understand what the client wants, it’s worse when they don’t know what they want because of internal conflict. When dissonance between internal stakeholders comes up – for example, in communications and marketing, those are more ingredients for a bad brief, said Tarun Deo, managing director of Golin Harris, Southeast Asia and Singapore. “Both have a different view of the results they seek and so the brief is unclear and muddled, with the agency trying to cope with the politics of it all.” 7. The bloody boring brief Another ingredient for a bad brief is when the client only wants to play it safe, asking for repetitive work – resulting in a completely uninspiring brief. Sure the agency will do it, but you can expect zero enthusiasm and even less creativity. Deo adds a note to agencies as well – if you don’t like the brief, hold out for something better. “Good agencies respond to good briefs – we live in the days of good agencies being in a position to pick and choose who they would like to work for, so prospects need to think of their briefs as tools to attract the best agencies and not just assume that if we put ‘something’ out there the best will come,” he said.

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NEWS ANALYSIS

5 REASONS WHY THE PROCUREMENT GUY HATES YOU Marketing and procurement – a classic love-hate relationship. Here’s how to bury the hatchet, writes Rezwana Manjur. us with specific numbers and details way ahead of a promotion, we are able to buy the goods in bulk. That would save us a lot of expenditure in the long run.” Marketer: “From time to time a last-minute change in colours or packaging materials will affect the promotions. Sometimes the bigger picture is only clearer nearer to the date execution.” Another senior marketer chipped in: “The procurement teams are always first to buy into the cheapest option. Even when an experienced vendor can do a job far more quickly and efficiently, the procurement team goes for the one that costs less.” 3. Not sticking to the plan Much like the first point above, another procurement specialist criticised marketers for being far too fickle. Every other day there is a new demand – a new creative epiphany. Procurement guys like to plan out their steps and this burst of creativity interrupts their natural work flow.

I had a taste of the classic love-hate relationship, hate more than love, of course, between marketing and procurement, as I sat between two professionals from these functions. In an ideal world, marketing and procurement should work hand-in-hand; complement each other; work towards profitability and all the good things in the world you can think of. The reality is a tad bit different though. Yes, the relationship between procurement and marketing is somewhat improving, but the tension remains. In a candid conversation with several senior procurement specialists in the industry, I asked them what annoyed them about their marketing departments. Here’s what they said: 1. The last minute stroke of genius Procurement: “Most last-minute requests are not entertained or welcomed as internal purchasers will require months of planning

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ahead of time. Marketers always have demands made in that last minute and this is a challenge for the procurement team as orders have already been placed way ahead.” Marketer: “But the marketing function is somewhat reactive. Sometimes you see a campaign by your competitors and you just need to beat them and gain back the interest of your consumer. So you need to make alterations to the plan you have already set in motion. Also, competition is so high, especially in a market like Singapore, that pressure is always there to churn out something faster. The rise of real-time marketing also doesn’t help make things easier as the pressure is on to engage the consumer now, like right now.” 2. The mentality to spend and not save The conversation went on. Procurement: “If marketers are able to provide

4. Too much drama Said one procurement department: “From time to time we have requests from the marketing department that a certain component needs to be updated and that it’s a life and death situation if they do not get it. “It’s never a life or death situation as we have come to understand. It’s just bad planning.” Cut the drama, guys. 5. Promising the moon Promising the moon during pitches? How about checking with the procurement teams once? Sometimes agencies and even marketers make unrealistic demands for campaigns. For the procurement teams on both sides, it is all about logistics and feasibility. Often the agency gets carried away promising campaigns that are simply tough, if not impossible, to execute. (And agencies, aren’t you guilty of this?) “We are not here to kill dreams but hey, being realistic helps!” said the procurement professional.

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MARKET SPOTLIGHT: EUROPE

EUROPE’S FOOD MARKETERS GET HEALTHY A global move to reduce unhealthy food marketing to children has been sweeping through the various regions and it appears to be bearing fruit in Europe. Elizabeth Low reports.

In 2013, the World Health Organisation (WHO) sharply criticised the food industry for marketing unhealthy products to children, calling the move “disastrously effective” at fuelling a worldwide obesity epidemic. It pointed out junk food had been linked to obesity related health issues, with companies even using technology to target these products to kids. “Children are surrounded by ads urging them to consume highfat, high-sugar, high-salt foods, even when they are in places where they should be protected, such as schools and sports facilities,” said Zsuzsanna Jakab, the director of the WHO’s regional unit for Europe, in an article by website Think Progress. The WHO had tracked advertising for sugary drinks, sweetened breakfast cereals, cookies, candy, snacks and fast-food outlets and found television is still the most common medium for these ads, and that children are especially vulnerable to that strategy because “they cannot always distinguish between advertisements and cartoons like adults can”. But it looks like the situation is seeing progress. According to newly released data by the EU Pledge, European children are exposed to signiﬁcantly less food marketing than in 2005. The pledge, which represents 20 companies (pictured, right) and more than 80% of food ad spend in the EU, has these companies committing to change the products they advertise to children under the age of 12. The commitment was made in the context of the European Commission’s “Platform for Action on Diet, Physical Activity and Health”. Stephan Loerke, the managing director of World Federation of Advertisers (WFA), said these studies were showing European children were seeing less food ads on TV, especially for products not fulﬁlling strict nutrition criteria. “This is important, given children still spend far more time in front of TV than any other media. Going forward, we are delighted to be implementing even stricter common criteria while ensuring our commitments apply equally across other media channels, including digital,” he said. Loerke added that effective coverage of online and company owned websites was critical to ensure the continued effectiveness of the selfregulatory initiative.

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Independent data from Accenture Media Management also shows how the world’s biggest food brands have signiﬁcantly changed the products they advertise to children in the European Union since 2005 on TV. The results demonstrate how brands are either voluntarily pulling out of or only advertising products that meet strict nutrition criteria during children’s programming and that children are being exposed to considerably less advertising for all food products across all TV programming, said a WFA report. The latest data also shows how, on average across all EU markets since 2005, that children are exposed to 31% less ads for EU pledge products on TV across all programming. They see 47% less ads for products that do not meet the nutrition criteria and 82% less for products not meeting the criteria in and around children’s programmes. Companies’ overall compliance rate with their commitments on TV was 98.1%. The commitments also extend to schools, children’s print publications, online advertising and company owned websites. For company owned websites, the European Advertising Standards Alliance veriﬁed 343 websites across the EU to check whether companies were directly targeting children under 12 with products not meeting the nutrition criteria. They found 22 websites to be in breach, meaning a total compliance rate of 94%.

Companies involved in the EU Pledge Source: WFA

Last year, the companies announced the development of even stricter common nutrition criteria that would determine, where applicable, what products can be advertised to children under 12. This criteria will come into force at the end of 2014. The group also announced the fast-food service restaurant, the Quick Group, joining the initiative.

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The annual Advertising + Marketing’s Agency of the Year awards saw more than 470 industry practitioners packing the Hilton Kuala Lumpur Hotel’s ballroom on 6 June to witness Leo Burnett/Arc Worldwide take home the Overall title this year. Now in its fifth year, the awards serves as Malaysia’s leading barometer for agency performance across key marketing disciplines. Seventy-six finalists made the cut for the 10 Agency of the Year categories, which included two new ones – Mobile Marketing Agency of the Year and Social Media Agency of the Year. Thirty campaign-based MARKies trophies were also given out. Fighting for the top two spots in the MARKies were 150 entries from more than 36 agencies – from an initial pool of 300 submissions. Read all that happened at the awards here.

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ACOMMUNI TYSERVI CEANNOUNCEMENT

So mep e o p l ewi l l o f f e rt owr i t eac o v e rs t o r ya b o u ty o ui fy o ub u y a na di nt h e i rma g a z i n e . T h a t ' sf i n ei fy o u rt a r g e tma r k e ti sy o u , y o u rf a mi l ya n dy o u rs t a f f .

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E F F E CT I V E

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METHODOLOGY

HOW THE FINALISTS WERE DETERMINED Since its inception, the winners of Agency of the Year have always won based on one constant: the verdict of client marketers. Just like last year, this year’s awards once again gives agencies the opportunity to enter and nominate themselves to be in the running for the title. Any agency could enter in any of the 10 AOTY categories they felt was relevant to their business. This was to allow for greater participation from more agencies based in Malaysia. Staying true to the awards’ methodology, their cases were then rigorously scrutinised by a jury of 18 senior client-side marketers before the final rankings were determined. The judges were chosen based on their seniority and vast collective knowledge and experience in the marketing and communications fields. Each entry was judged by a number of members from the panel, each with strong expertise in that particular marketing discipline. To ensure no conflict of interest, judges did not score agencies they had direct working relationships with, either currently or during the evaluation period. Criteria The entrants’ performances during the specified time period of 1 Jan 2013 – 31 Dec 2013 were evaluated based on criteria that covered everything from business performance to greater contributions to the industry at large. WHY DID LEO BURNETT/ARC WORLDWIDE WIN OVERALL AGENCY OF THE YEAR? While any agency winning gold in its category is eligible to win Overall Agency of the Year by having the highest overall score, Leo Burnett/Arc Worldwide earned its title convincingly, triumphing in multiple categories. It won gold for the Brand Consultancy of the Year, Creative Agency of the Year, Direct Marketing Agency of the Year, Event Marketing Agency of the Year, Mobile Marketing Agency of the Year, Public Relations Agency of the Year and Social Media Agency of the Year and also bagged a bronze in the Digital Marketing Agency of the Year.

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JUDGING CRITERIA

25%

Performance Product People Perspective

Agencies were required to structure their cases based on the following four key business areas, with an equal degree of value tied to each: performance (25% of total score), product (25%), people (25%) and perspective (25%). How the winners were decided Entries were evaluated by a judging panel made up of senior client marketers across major industries in Malaysia, including telecommunications, F&B, hospitality, travel, insurance, retail and banking and ﬁnance. All the judges’ scores were tallied and each agency’s score was expressed as a total percentage within each category to produce the winners’ table. The three agencies with the highest percentages, and the highest ranking

WHY MINDSHARE MALAYSIA WON THE OVERALL MEDIA USAGE MARKIE While both Mindshare Malaysia and Carat Malaysia won an equal number of trophies in the Best use of media segment of the MARKies, the ﬁnal winner was selected based on the aggregated score of the judges. Carat Malaysia with two wins secured an average of 71.57%. The same average for Mindshare Malaysia stood at 73.76%, thereby making it the winner.

independent agency (Local Hero) in each category were thus determined. The agency with the most wins across all categories was duly granted the title of Overall Agency of the Year.

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SPONSORS & PARTNERS

SPONSORS

Creative Agency of the Year Sponsor

MARKies Sponsor: Best Idea-Female Audience

HISTORY™ HISTORY™ and HISTORY HD™ are the leading destinations for entertaining hit series and revealing, award-winning event specials that connect history with viewers in an informative, immersive and fascinating manner across multiple platforms. Programming covers a diverse variety of genres ranging from real-life characters who bring history to life every day, to natural history, contemporary history, technology and science, as well as archaeology and pop culture.

Lifetime Lifetime is an entertainment destination offering the highest quality dramas, movies and reality. A television network infused with passion and empowerment, it is the leading channel for women in the US. Lifetime reﬂects the full spectrum of the modern female experience, delivering top tier, female-focused entertainment that encourages co-viewing.

PARTNERS

Official Online Registration Technology Partner

Official Post-Production Partner

Official Beer Partner

ACTIVE Network ACTIVE Network is on a mission to make the world a more active place. With deep expertise in activity and participant management™, we help over 50,000 global customers manage their events and drive over 80 million transactions annually. ACTIVE Network has Asia-Paciﬁc ofﬁces in Hong Kong, Singapore and Sydney.

Freeflow Productions At Freeﬂow Productions, we enjoy every step of the creative process – from listening to clients to ascertaining their needs, and then brazenly promising them the world. Next, we stare determinedly at blank pages, at walls and at one another until the ‘eureka’ moment strikes somewhere along the way. After the inspiration, comes the perspiration for the ideas to become effective solutions. These creations are then delivered to our clients with song and dance (more often than not, our satisﬁed clients join in the celebration). Finally, we get to indulge in our customary self-congratulatory number, where the team comes together in a group hug and we shed tears of gratitude for our god-given talents.

Tiger Beer Brewed with the ﬁnest ingredients, Tiger Beer is known for its distinctive clean and crisp taste. This award-winning brew has won over 40 international accolades including 25 Gold medals since 1932. Today, Tiger remains as Asia’s iconic beer, enjoyed and celebrated around the world.

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THE JUDGES

YOUR AOTY AND MARKies JUDGES

Hun Liang Goh Head of Commercial AirAsia BIG

Keni Kamaludin Head, Marketing & Communications AmGeneral Insurance

Andy Yee Bin Chong Senior Vice President & Head, Group Marketing Axiata Group

Sashi Ambi Head of Corporate Communications BMW Group Malaysia

Pearl Lai Head of Group Communications and Marketing Activation Carlsberg Malaysia

Low Bee Yin Marketing Director Courts Malaysia

Ricky Ang Vice President Sales & Marketing Hotel Equatorial Management

Constanze Frank Head of Marketing LEGOLAND Malaysia Resort

Meiyin Leong Head of Marketing Southeast Asia Mattel Southeast Asia

Siti Hajar Rizlan Head, Marketing Communications Maybank

Sarah Choo GM of Marketing Mitsubishi Motors Malaysia

Kung Suan Ai Director of Marketing Pavilion Kuala Lumpur

Fiona Liao Chief Marketing OfďŹ cer Prudential Assurance Malaysia

Queenie Tham Vice President II, Head of Marketing Communications Sime Darby Auto Connexion (Ford)

Pat Ng Assistant Vice President Marketing & Communications, Merchandising and Visual Merchandising TDST

Menaha Nadaraja Head of Brand Communications & Marketing Tesco Malaysia

Celeste Koay Senior Marketing Manager TGV Cinemas

Jason Jonathan Lo CEO Tune Talk

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OVERALL AGENCY OF THE YEAR

AND MALAYSIA’S AGENCY OF THE YEAR IS …

What a night it was for Leo Burnett/Arc Worldwide at Advertising + Marketing’s Agency of the Year awards as it spectacularly made a comeback to grab the Overall Agency of the Year title. Witnessed by a 470-strong crowd at the Hilton Kuala Lumpur, Leo Burnett/Arc Worldwide reclaimed the title it won in 2012 after sweeping gold in seven categories,

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including Creative Agency of the Year, Public Relations Agency of the Year and Social Media Agency of the Year. Last year’s champion TBWA\ Group Malaysia didn’t walk away empty handed. It took home gold in the Digital Marketing Agency of the Year category, along with three silvers and a bronze. Among the media agencies, Mindshare

once again proved to be a leader after it edged out runner-up Vizeum Malaysia and Carat Malaysia to retain the gold. K-GIC Advertising bagged the Local Hero award for this category. Other Local Hero award winners included Immerse for Brand Consultancy of the Year, Mobile Marketing Agency of the Year and Social Media Agency of the Year; and VLT for Creative

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OVERALL AGENCY OF THE YEAR

WITNESSED BY A 470-STRONG CROWD AT THE HILTON KUALA LUMPUR, LEO BURNETT/ARC WORLDWIDE RECLAIMED THE TITLE IT WON IN 2012 AFTER SWEEPING GOLD IN SEVEN CATEGORIES

Agency of the Year and Digital Marketing Agency of the Year. Thirty campaign-based MARKies were also given out, with Publicis Malaysia winning the Overall Creative Ideas MARKie, and Mindshare Malaysia claiming the Overall Media Usage MARKie. Publicis Malaysia laid its hands on the title after taking four trophies in the “Creative Ideas”

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categories, including Best Idea – Integrated Media and Best Idea – Female Audience. Mindshare Malaysia snatched the top honour for the “Media Usage” categories after winning the Best Use of Integrated Media and Best Use of Mobile awards. Lowe & Partners Malaysia, NagaDDB and Zenith Malaysia were some of the other winners at the MARKies. This Agency of the Year awards is into its ﬁfth run since it started in 2010 as an agency

awards programme judged solely by client marketers. Eighteen senior client marketers hailing from brands such as BMW Group, Maybank, Sime Darby and Tune Talk took part in the judging process this year. This year’s awards was sponsored by HISTORY™, Lifetime and Locus-T Online and supported by partners ACTIVE Network, Freeﬂow Productions and Tiger Beer.

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SNAPPED

Advertising + Marketing’s Agency of the Year 2014 DATE: 6 June 2014 VENUE: Hilton Hotel KL 1 Alpha245 receiving the Best Idea – Direct Mail award. 2 GO Communications wins Best Idea – Retail/Shopper. 3 M&C Saatchi taking home the Best Idea – Viral award. 4 Publicis bags the Best Idea – Female Audience award.

5 Zenith Malaysia receiving the Best Use of Print award. 6 NagaDDB bagging the Best Idea – Content Marketing award. 7 Moving Walls wins the Best Idea – Business Events award. 8 XM Malaysia brings home the Best Idea – Web Design award. 9 Mitosis receiving the Best Idea – Social award. 10 TheLABEL taking home the Best Idea – Radio award. 11 Dean Bramham, regional chief executive officer, Southeast Asia, Publicis Worldwide, after winning the Overall Creative Ideas MARKie.

12 The guests at the start of the show. 13 Mindshare bagging the gold award for Media Agency of the Year. 14 Leo Burnett winning the gold award in the Creative Agency of the Year category.

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SNAPPED

Advertising + Marketing’s Agency of the Year 2014 DATE: 6 June 2014 VENUE: Hilton Hotel KL 15 Nielsen winning the gold award for Market Research of the Year. 16 Ricky Ang, vice-president, sales and marketing, Hotel Equatorial Management, handing out the award for The MARkies Best Idea – Web Design award. 17 The stage for the night. 18 Tan Kien Eng, chief executive officer, Leo Burnett/Arc Worldwide, giving the agency’s winning speech as the Overall Agency of the Year.

19 TBWA\ Group Malaysia winning the gold award for Digital Marketing Agency of the Year. 20 Vasundhra Magotra, director, advertising sales, A+E Networks Asia, handing out The MARKies Best Idea – Female Audience. 21, 22, 23 On-stage selfies were the latest craze at Malaysia’s Agency of the Year awards 2014. 24 Gerald Wittenberger, managing director, Mindshare, giving the agency’s winning speech for the Overall Media Usage MARKie.

25 Leo Burnett/Arc Worldwide winning the Overall Agency of the Year award. 26, 27, 28 Guests networking at the awards night.

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B R A N D C O N S U LTA N CY

LEO BURNETT/ARC WORLDWIDE

THE FINALISTS Alpha 245 Communications FOREFRONT Studio Mercatus+

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Leo Burnett wins big this year, bagging the coveted gold trophy in this category. Last year saw Leo Burnett grow by utilising its strengths and welcoming fastchanging technology and progressive communication solutions, including digital and advertising. Aligned with its expansion plans, the agency set up a regional digital production hub with the aim to support the rest of the region, including Japan, Australia and Southeast Asia. New clients added to its portfolio in 2013 included the Prime Minister’s Ofﬁce (nation branding), Twinings, Perfect Eagle Development, AEON, Nestlé Bliss Malaysia, Nestlé Kit Kat and Nestlé – Multi Brand Promo. One of the projects the agency worked on was for Petronas Primax. Leo Burnett created a new emotional space with a campaign that reminded people of the little joys they are able to save on if they use the brand. The campaign resulted in an increase in sales by almost 3%, besides winning a huge following.

The strength of the agency lies in its 258 distinctive staff, who gather and connect as an extensive support network. The agency maintained a high retention rate of senior staff at 100%. Aligned with its direction to build multiskilled talent, the agency focused on enhancing its staff’s knowledge and skills in various areas. Its teams participated in internal and external training programmes at local, regional and global levels, including Leo Burnett University programmes, workshops, seminars, conferences, forums and creative festivals. The agency also believes that stafﬁng a mix of traditionalists with hybrids and digital natives helps bolster its digital and integrated offering beyond traditional advertising. The strong number of multi-skilled people sets the agency apart from its many competitors. Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive ofﬁcer

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B R A N D C O N S U LTA N CY

TBWA\ GROUP MALAYSIA Taking home the silver trophy again for this category is TBWA\ Group Malaysia. The agency saw an increase of 130% in its brand consultancy new business revenue growth from the previous year. Client retention is evident in this agency as more than half of its clients have been with the agency for more than four years. These clients include F&N, VISA, Nando’s,

Energizer Eveready, RHB (corporate), Unilever (AXE, Dove) and GSK (NiQuitin), Michelin, Tan Chong Motors (Nissan) and Standard Chartered Bank. In 2013, its brand consultancy new business wins stood at 95%. These included Great Eastern Life, General Electric and Mondel z. Among its illustrious campaigns was the Nissan Serena: Meet the Hybrids in

which the agency successfully repositioned the MPV from a utilitarian vehicle to a desirable, new-age ride which delivered almost 200% of targeted bookings. Owned by: Omnicom Group Headed by: Aaron Cowie, chief executive officer

LOWE & PARTNERS MALAYSIA Bringing home the silver award for Brand Consultancy of the Year is Lowe & Partners. Lowe & Partners’ Agency for the Consulting Age helped secure business transformation projects from some of the most respected corporations in Malaysia. These corporations included Telekom Malaysia, Sapura Group, Angkasa and Bioalpha,

revenue. Based on the single-minded philosophy of, “How can communication solve a real-world business problem”, Lowe started investing in reinventing and transforming its approach to its repertoire of services and skill sets. FrogAsia, World Islamic Economic Group and Destination Resorts & Hotels. New business acquired made up more than 55% of the

Owned by: Interpublic Group Headed by: Mazuin Zin, managing director

IMMERSE Bagging the Local Hero title in this category is Immerse Group. Despite the challenging market conditions, the agency saw a growth spurt. This growth was attributed to an increase in client spend after previous successful campaigns, the signing of new brands and companies which selected Immerse as their preferred digital marketing partner.

Almost 70% to 80% of new businesses for the agency are referrals and all retainer clients have been with Immerse for at least two years. The longest standing relationship is ﬁve years, a reﬂection of the client’s belief, trust and support in the agency, it says. Immerse has also expanded its brands portfolio with Unilever on various digital/social

activations and campaigns for brands such as Fair & Lovely and Magnum. Its existing portfolio includes Vaseline, Dove, Sunsilk and Clear. Owned by: Independent Headed by: Jeffrey Tang, business development director and Kerry Koo, creative director

Getting people from liking your brand, to loving it.

How can communication solve real business problems? Here’s a hint. It’s not with another campaign to get “Likes”. The real solution is creating sustainable engagement platforms that bring brands and customers closer together. Fortunately, at Lowe Malaysia, that’s exactly what we do.

Markies 2014: Best Idea: Male Markies 2014: Best Idea Mobile Mobile Marketing Agency of the Year 2014 Brand Consultancy of the Year 2014 Asia-Pacific Tambuli Integrated Digital Led Campaign 2014 Asia-pacific Tambuli Integrated Mobile Led Campaign 2014 Digital Marketing Award Asia-Pacific 2013 E: mazuin.zin@loweandpartners.com

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W: lowemalaysia.com

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CREATIVE AGENCIES

LEO BURNETT/ARC WORLDWIDE

THE FINALISTS Alpha 245 Communications FOREFRONT Studio Lowe & Partners Malaysia Saatchi & Saatchi Arachnid

3 0 a d verti s i ng + marketi ng | M AY / J U N E 2014

Leo Burnett unseated last year’s winner McCann Kuala Lumpur to win the gold trophy in this category. The past year proved quite successful for the agency which saw it achieve a net profit of 20%. Its significant growth of 24% in 2013 outperformed the Malaysian GDP of 5%. During the year, its client retention stood at 100%. Through its distinctive “Humankind” approach, the agency also had a 90% success rate in new business wins. These new wins included TNB Prime Minister’s Office (nation branding), Twinings, Perfect Eagle Development, AEON, Kronenbourg 1664, KidZania, Unilever – Lipton, Pfizer, Abbott, Nestlé Bliss, Nestlé Kit Kat and Nestlé – Multi Brand Promo. One of its notable campaigns was the Samsung Galaxy S4: Wind Chimes in a Bakery. Leo Burnett came up with an eight-episode web film that was brought to life on YouTube with a heartbreaking romantic story as its base. Samsung was featured as the hero in connecting and reuniting a loving couple. The campaign resulted in 4.5 million YouTube views in two months, a 97% approval rating and a 200%-plus increase in subscribers. Each post on Facebook garnered at least 10,000 likes for the first three episodes alone.

To continually find new ways to create opportunities for young Malaysians, the agency runs programmes to mentor and spread creativity to young minds, attracting new talents. Apart from new business ventures, the agency also reaches out and shapes creativity in the marketplace through talks and initiatives. One of its key initiatives is the FreeLB initiative which gives back to SMEs through a contest to win a campaign of international standards worth RM100,000. “The strength and soul of LB lies in its 258 distinctive staff, who come together and connect as an extensive support network,” the agency said, adding it prided itself on a high retention rate of senior staff at 100%. Aligned with its direction to train multiskilled talent, the agency also focuses on enhancing its collective knowledge and skills in various areas, including public relations, digital, talent management, CRM, finance and creativity, resulting in 100% personnel capability in supporting clients’ integrated requirements. Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive officer

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CREATIVE AGENCIES

M&C SAATCHI Stepping up a notch from last year’s bronze, M&C Saatchi brings home the silver trophy this year. 2013 was an unprecedented year for the agency as it recorded its highest revenue in 10 years and profit growth because of key wins. These included Prima, Pemandu Crime, MBO, GuocoLand, 1MDB, UEM and Hennessy. The agency also grew its digital and BTL arms significantly. It was also a year of outstanding performances for its clients. Celcom, which has been with the agency since its inception, had its 27th consecutive quarter of growth; Axiata recorded its best year-on-year net growth and highest ever share price; and Volkswagen, over its three years with M&C Saatchi, became Malaysia’s

number one European car brand. Over the past year, the agency has focused all its efforts on performance-driven solutions to create competitive advantages and strategic value for its clients. In doing so, it took clients’ brands beyond the boundaries of traditional advertising into engagement and digital ideas that produced extraordinary brand experiences to connect people in meaningful ways. One of its notable campaigns was Celcom “Bolt Out Of The Blue”. To grab the share of attention from its competitors to its new 4G service, the agency recommended Celcom to get Usain Bolt as the face of the campaign. This move resulted in Celcom’s LTE subscriber base growing nine-fold, indicating the campaign successfully

drove Malaysians to activate LTE with Celcom. To encourage performance in its staff, it conducts multi-level programmes for various skill levels. The objective is to align every staff to the M&C Saatchi mantra of “Brutal Simplicity of Thought”. It houses 120 staff with total turnover at 12%. Owned by: Independent Headed by: Lara Hussein, managing director

TBWA\ GROUP MALAYSIA

Receiving bronze in the Creative Agency of the Year category this year is TBWA\ Group Malaysia. The agency’s new business win ratio

stands at 95% and includes brands such as Great Eastern Life, General Electric, Mondel z and Lee Kum Kee. With the acquisition of two key Mondel z brands, the agency launched BEING, a fully integrated communications consultancy. Apart from business ventures, the agency also gave back to society. Its creative CSR initiatives included promoting child safety via a viral video for KidProof SEA that resulted in more than one million views on YouTube. The agency allocates revenue to staff development programmes, including its Pirate University – designed to promote creative thinking, entrepreneurship, teamwork and a winning mentality. With its growing business, it was able

to increase its manpower. Its planning and account management was further boosted by 13 new hires. The agency’s headcount increased to 113 in 2013. Another internal move was the promotion of its head of account management Shaun Tay to general manager. The agency also held career fairs at HELP University and Multimedia University of Malaysia to recruit graduates into the industry. TBWA\ Group Malaysia was also crowned Agency of the Year at the Kancil Creative Awards 2013. Owned by: Omnicom Group Headed by: Aaron Cowie, chief executive

VLT Bringing home the Local Hero award in the Creative Agency of the Year category is VLT. The agency’s new business wins in 2013 included Astro (six new business units/channels), SP Setia, SOS, a Malaysian tech start-up launching in the UK, and some 22 other Malaysian and global brands. Client retention and satisfaction remained the key pillar of VLT’s success. Existing clients accounted for a majority of its revenue, while its average client relationship climbed to 4.3 years. Revenue from retained clients grew 192%. One of its successful works in 2013 was the Astro Negaraku #UrMalaysianisshowing. It

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turned patriotism into hundreds of crowdsourced T-shirt designs, and an e-commerce store. VLT helped Astro create a brand revenue stream, while benefiting charity, co-creating and engaging users, and uniting Malaysians. The agency attributes its success to the strong family culture within the company. It also launched five new talent development initiatives. One of them was turning its staff into entrepreneurs and rewarding shares to them if a project was successfully commercialised. was one of the most talked about campaigns during the Merdeka period as the campaign

Owned by: Independent Headed by: Warren Tan, chief executive officer

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DIGITAL MARKETING

TBWA\ GROUP MALAYSIA

THE FINALISTS Immerse Lowe & Partners Malaysia M&C Saatchi MEC Next Digital Kuala Lumpur XM MALAYSIA

3 2 advertising + m a r ke t i ng | M AY / J U N E 201 4

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Bagging the gold trophy this year for Digital Agency of the Year is TBWA\ Group Malaysia. 2013 saw the transformation of Creative Juice Kuala Lumpur from a traditional advertising agency to a digital and content-centric agency, under the TBWA\ Group in Malaysia. This transformation was fast-tracked through bold steps that included hiring experts who focused on creative technology and innovative social media marketing. Its staff headcount increased by 5% while its turnover rate reduced by 14%. One of the digital campaigns it did was the Almera Affairs. To relate to a younger urban audience, the agency created a series of comedic YouTube videos that had the sedan (Almera) providing the topics. It featured local comedian Kavin Jay who displayed his antics and relationship with his Almera. Within its two-week release, it garnered 321,000 views. The campaign was also picked

up by multiple non-automobile publications and voted as one of most innovative car campaigns in Malaysia by Autogridz. It also became a finalist at the Effies 2013. The agency places great emphasis on staff training with 5% of the group’s revenue spent on development programmes. In 2012, the agency created its own training programme named TBWA Pirate University to focus on developing visionary leaders as opposed to just highly skilled staff. Up to date, the agency has spent 5,000 hours in staff training and has accumulated a total of 2,080 Boomerang Training points, placing it second in the Association of Accredited Advertising Agents of Malaysia’s (4As) Training and Development League. Owned by: Omnicom Group Headed by: Aaron Cowie, chief executive officer

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DIGITAL MARKETING

SAATCHI & SAATCHI ARACHNID Saatchi & Saatchi Arachnid grabs the silver spot this year, with its streak of double-digit growth in 2013, despite the increasingly competitive market. The year saw the agency’s revenue grow by 27.23% from its previous three years of average revenue. Arachnid prides itself on maintaining longterm relationships with its clients. The average length of relationship with its 10 existing largest clients in 2013 was 4.3 years. These clients include Toyota, Lexus, MINI, Dutch Lady, Friso, Astro, Petronas Lubricants, Malaysian Liqueﬁed Natural Gas, Durex and Pampers. New clients added to its portfolio in 2013 were Ariel, Cadbury, Astro On-The-Go, Stadium Astro, various website builds for Astro, Lenovo,

Toyota Motor APAC, Toyota Motor Corporation, Pampers, Olay, Cairn and Dettol. The agency has six out of 15 (40%) clients with global/regional remits serving more than 25 markets. It claims it’s one of the most “exportoriented” agencies in Malaysia as much of its work is upstream regional and global, delivering more strategy and ideation than execution. The agency’s new business success rate was 81% in 2013. It prides itself on delivering services that include event marketing, modern digital, CRM, social media marketing, mobile marketing and direct marketing. Providing strategy, content creation and management, the agency saw the biggest growth in its social marketing.

The agency sees the importance of focusing on its staff because of the operational changes when it was acquired and rebranded as Saatchi & Saatchi Arachnid in December 2012. Owned by: Publicis Groupe Headed by: Chin Weng Keong, managing director

LEO BURNETT/ARC WORLDWIDE

Leo Burnett bags the bronze award for the Digital Marketing Agency of the Year category this year. New clients added to its portfolio in 2013 included the Prime Minister’s Ofﬁce (nation branding), Twinings, Perfect Eagle Development, AEON, Nestlé Bliss Malaysia, Nestlé Kit Kat and Nestlé – Multi Brand Promo.

Aligned with its expansion plans, the agency has been tasked to set up a regional digital production hub with the aim to support the rest of the region, including Japan, Australia and Southeast Asia. It was successful in its attempt to merge digital into other disciplines by absorbing Arc Creative into LB, dissolving the boundaries between what is digital and what is ATL. It also expanded its “digital” and “innovation” capabilities by roping in 20 speciﬁc staff to build its digital and technical offerings in social media and front and back-end solutions for web and mobile. The team grew to a total of 76. In retaining the workforce, the agency invested heavily in its staff’s training. In line with its direction to train and nurture multi-skilled

talent, the focus of the year was given to digital – 100% of its print production staff participated in digital production workshops and are currently fully supporting the digital requirements Teams participated in internal and external training programmes at local, regional and global levels, including Leo Burnett University programmes, workshops, seminars, conferences, forums and creative festivals. Its internal trainings included PR and social media integration, local and regional digital boot camps, the ARC Global Summit and HumanKind Workshop Malaysia. Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive officer

VLT VLT brings home the Local Hero award for the Digital Agency of the Year category. Formerly known as Integricity Interactive, the agency has been reinvented and rebranded as VLT, with the same people, culture and values, but “with an enlarged vision: an agency that builds businesses for the digital age”, it says. New business wins in 2013 for the agency included Astro (six new business units/ channels), SP Setia, SOS, a Malaysian tech start-up launching in the UK, and some 22 other Malaysian and global brands. VLT prides itself on pitch win rates which have increased to 86%. Client retention and

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satisfaction remained the key pillars of VLT’s success. Existing clients account for a majority of revenue, while its average client relationship climbed to 4.3 years as of 2013. One of its notable works in 2013 was Anugerah MeleTOP

Era (AME), a new entertainment awards show that beat its established competitors to become the highest rated show, while propelling Astro to being Starcount’s most popular Malaysian social media brand. AME garnered more than 1.2 million votes, 2.24 million viewers and reached more than 6.6 million Twitter users worldwide. The agency’s headcount has nearly doubled from 34 to 67. Its overall staff turnover has dropped to 9% in 2013. Owned by: Independent Headed by: Warren Tan, chief executive officer

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24/6/2014 8:44:50 PM

DIRECT MARKETING

LEO BURNETT/ARC WORLDWIDE

THE FINALISTS Capillary Technologies Next Digital Kuala Lumpur XM MALAYSIA

3 4 advertising + m a r ke t i ng | M AY / J U N E 201 4

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Stepping up a notch, Leo Burnett unseats last year’s winner TBWA\ Group Malaysia for the gold cube in the Direct Marketing Agency of the Year category. Strong growth in 2013 was driven by solid new local business wins and strong organic growth from international clients such as Philip Morris, McDonald’s and Samsung. Its distinctive “HumanKind” approach, boosted by its creative digital solutions in fulfilling clients’ needs, kept the agency ahead of competitors and resulted in a 90% success rate in new business wins, including Twinings and Nestlé Kit Kat. From its direct marketing reputation in automotive and property categories, it crafted a new approach to new business by eliminating pitches through proactive and strategic pointof-view presentations on clients’ business at initial meetings. Among its successful campaigns was the BMW 7 Series Preview Event: Luxury Elevated that was aimed to launch the BMW 7 series to a selected high-profiled target segment, in a highly competitive and niche environment. The campaign saw a 33% increase in sales compared with the previous model. It made measures to increase its integrated offerings beyond traditional advertising by staffing

up in a new way – mixing traditionalists with hybrids and up-and-coming digital natives – to assemble diverse creative skill sets that address the agency’s clients’ changing business needs. It increased its “digital” and “innovation” capabilities by hiring specific digital natives to build up its digital and technical offerings in social media, front and back-end solutions for web and mobile, as well as building its digital strategic thinking and weaving that into its thinking across all clients. With 258 staff and a retention rate of senior staff at 100%, the agency focused on enhancing its collective knowledge and skills in various areas, including public relations, digital, talent management, CRM, finance and creativity, resulting in a 100% personnel capability in supporting clients’ integrated requirements. Its teams participated in internal and external training programmes at local, regional and global levels, including Leo Burnett University programmes, workshops, seminars, conferences, forums and even creative festivals. Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive officer

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24/6/2014 8:41:10 PM

DIRECT MARKETING

TBWA\ GROUP MALAYSIA Receiving the silver award this year, TBWA\ Group Malaysia has gone beyond the conventional approaches of direct marketing to reach audiences and invoke a direct response in new and disruptive ways. To the agency, direct marketing is more than direct mail pieces. It sees the importance in ensuring it has the right message in the right

place. Regardless of it being in the digital realm or in an outdoor/ofﬂine space, the agency continuously works hard at creating the most appropriate call to action that beneﬁts the medium that can then elicit the best possible response from the audience. The agency prides itself with its 40% increase in direct marketing new business

revenue growth. New accounts for 2013 included Great Eastern Life Malaysia, RHB Investment Bank Global, Mondel z (Tiger & Jacob’s) Malaysia, SP Setia (KL Eco City) Malaysia, Capital Dynamics Malaysia, Franklin Templeton Investments Malaysia and Lee Kum Kee Malaysia. The agency started the year by promoting TBWA’s head of account management Shaun Tay to general manager. The agency’s headcount grew to 113 in 2013 and its turnover rate was reduced to 10%. It spent more than 5,000 hours on internal and external training, placing the agency second in the 4As Training and Development League. Apart from new business ventures, the agency also ran several initiatives such as taking part in the Career Fairs at HELP University and the Multimedia University of Malaysia to recruit graduates into the industry. Owned by: Omnicom Group Headed by: Aaron Cowie, chief executive ofﬁcer

SAATCHI & SAATCHI ARACHNID

Winning the bronze award for the Direct Marketing of the Year category is Saatchi & Saatchi Arachnid. Arachnid continued its growth in 2013 despite the market becoming increasingly crowded and competitive.

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The agency now has six out of 15 (40%) clients with global/regional remits serving more than 25 markets (an increase of 31% over 2012). Its new business success rate in 2013 stood at 81%. In 2013, the agency continued to evolve its service offering from a “leading Malaysian digital agency” to a “leading regional participation

marketing agency” (modern digital, CRM, direct marketing, social media, mobile, events, retail installations and any interaction touch-points). It believes brands that gain consumer involvement resonate better and are more influential versus those that only rely on the outdated notion of disruption and one-way messaging. The agency also won other accolades at the Kancil and Effie awards for its work. According to the agency, what makes it successful is its policy of putting its people first. Focusing on its people was necessary given the operational changes that a post-acquisition year brought. Arachnid Malaysia was a 16-year-old local independent before being acquired and rebranded Saatchi & Saatchi Arachnid in December 2012. Its “people first” strategy centres around continuously investing heavily in training its staff, being open and transparent, and involving all staff in key decisions such as choosing a cause to support, new business opportunities to pursue, and more. Owned by: Publicis Groupe Headed by: Chin Weng Keong, managing director

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24/6/2014 8:39:20 PM

EVENT MARKETING

LEO BURNETT/ARC WORLDWIDE

THE FINALISTS A&D CREATIVE SOLUTIONS Alpha 245 Communications Jiggee (M)

3 6 advertising + m a r ke t i ng | M AY / J U N E 201 4

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2013 saw a continued mutual growth for Leo Burnett/Arc Worldwide with its long-standing clients. These included McDonald’s, Phillip Morris, Petronas, YTL Corp, P&G and Malaysia Airports. Its distinctive “HumanKind” approach, boosted by its creative digital solutions for fulfilling clients’ needs, kept the agency ahead of its competitors and resulted in a 90% success rate in new business wins. New clients added to its portfolio in 2013 included the Prime Minister’s Office (nation branding), Twinings, Perfect Eagle Development, AEON, Nestlé Bliss Malaysia, Nestlé Kit Kat and Nestlé – Multi Brand Promo. Since the establishment of LB events in 2013, its core approach has been utilising the LB HumanKind toolkit to strengthen the agency’s HumanKind philosophy and drive clients’ business by creating experiential events. Leo Burnett also prides itself on creating innovative event platform solutions that cater specifically to clients’ needs by integrating its services across different disciplines within the agency. One of its notable works in 2013 was the McDonald’s – Save the Sundae Cone campaign. McDonald’s as a brand was being seen as increasingly distant from its consumers. Leo Burnett created some love and joy for the brand by engaging with consumers to save a melting sundae cone on a sunny day. It was a

collaborative effort from consumers to save the melting sundae cone, driven by promoters on the ground and a digital app. The campaign led the agency to win the Moving Minds Challenge 2014. The strength and soul of LB lies in its 258 staff, 14 of which front the PR team, who come together and connect as an extensive support network. The agency maintained a high retention rate of senior staff at 100%. To better enable its team, the agency conducts several trainings. Aligned with its direction to train multi-skilled talent, the agency focuses on enhancing its people’s knowledge and skills in various areas, including public relations, digital, talent management, CRM, ﬁnance and creativity, resulting in 100% personnel capability to support clients’ integrated requirements. Internal trainings include PR and social media integration, local and regional digital boot camps, the ARC Global Summit and the HumanKind Workshop Malaysia. Its teams participate in internal and external training programmes at local, regional and global levels, including Leo Burnett University programmes, workshops, seminars, conferences, forums and creative festivals. Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive ofﬁcer

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24/6/2014 8:35:11 PM

EVENT MARKETING

THE HOT SHOE SHOW & CO

Bagging the silver cube for Event Marketing Agency of the Year is The Hot Shoe Show & Co, a premier event agency in Malaysia. Known as HotShoes, it also has a presence in Ho Chi Minh City and Hanoi, Vietnam. Through the implementation of its brand

architecture and its focus on the needs of the client, the agency has managed to tailor-make campaigns that best suit the client. As a testimony, SenHeng, owner and operator of one of the largest electronic chains nationwide, has been with the agency for more than two decades. Its retained clients for 2013 included Malaysia Convention & Exhibition (MyCEB), T-Systems Sdn Bhd, Overseas Union Bank Berhad, RHB Bank Berhad and Asean Football Confederation. New business wins added to its growing portfolio in 2013 included CIMB Bank Berhad, Asia Institute of Finance, Kenanga Investment Bank Berhad, EcoWorld, Sime Darby and Symphony Life. An ISO-certiﬁed company, HotShoes’ key product services include local and international events, corporate events, brand activation and meetings, incentives, conferences and exhibitions (MICE). Additionally, the agency has also co-ordinated special corporate hospitality events such as concerts, award ceremonies, ﬁlm premieres, fashion shows and even private

and personal events. The agency also began introducing different digital contents and hardware into its productions in 2012. In recent years, it has produced “live” shows broadcast to 250 million viewers across 130 nations. One of its key event productions in 2013 was the Guinness Foreign Extra Stout Signature new-look bottle launch. The event was held at The Intermark Hotel, Kuala Lumpur, to mark the rebirth of the Guinness Foreign Extra Stout. The iconic bottle was aimed to step out in a new, stylish and conﬁdent label to drive brand relevance and afﬁnity among its younger consumers. The programme incorporated a visually stunning 3D mapping projection on the exterior façade of the building. Over the past year, the agency has added a creative director, a music director and a PR director to the team. To date, the agency is made up of 40 team members.

Bringing home the bronze award for the Event Marketing Agency of the Year category, In2 first started its operations 12 years ago as an event management agency. In 2010, it revamped its direction as a hybrid agency to incorporate digital marketing as an add-on service. One of its first few clients was Microsoft. Since then, In2 has aggressively expanded the business opportunity from “classroom product training” projects to retail, events that include product launches, consumer campaigns and incentive programmes. Its clients include Intel Semiconductor (US) Ltd, Lenovo Technology, Microsoft (Malaysia), Dell Sales Malaysia, Avaya, DiGi Telecommunications, Hewlett-Packard (M), TWDC (Southeast Asia), Acer Sales & Service and Robert Bosch. One of its notable works in 2013 was for Intel. The agency managed the Intel Generation Today campaign that consisted of the Longest Touch Challenge in which contestants stretched out to the limit at road shows. Another element of the same campaign for Intel was the Graffiti Touch Challenge where inspiring artists-to-be were given the opportunity to show off their drawing skills on Intel-based touch-devices.

The campaign was successful as Intel achieved 20 times the programme ROI in Malaysia. The campaign won the most Innovative Marketing Award 2013 in ASEAN by an internal panel of judges within Intel. This campaign also came third in terms of Best 2013 Marketing Practice globally for Intel. With 90 permanent staff in its KL ofﬁce, the agency conducts a few initiatives to retain its

staff. One initiative is giving staff the opportunity to be more involved. As an employee progresses he becomes part of a business unit. Each unit is given the freedom to create and explore new industry practices thus refreshing In2 in the process and keeping it ahead of its competitors.

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Owned by: Independent Headed by: Collier Yong, group managing director and Lee Mark, chief operating ofﬁcer

Owned by: Independent Headed by: Lynette Yap, chief executive officer

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24/6/2014 8:33:11 PM

MARKET RESEARCH

NIELSEN MALAYSIA

THE FINALISTS EnSurvey InsightAsia Research Malaysia Mitosis

Nielsen grabs top spot again this year in the Market Research Agency of the Year category. It is the leading research agency for multiple FMCG, retail, media and ﬁnancial services and has made its mark in 17 cities and towns in all six regions nationwide. The agency’s major successes in 2013 included launching its ﬁrst Myanmar project. Its research includes a set of market studies to help clients map their “go to market” strategy. The agency also secured two new innovative neuro projects to help test and optimise global ad campaigns for technology clients. The year also saw Nielsen launch its Informate Mobile Insights solution, decoding the mobile consumers with actual apps and web usage behaviour. The three components of the solution are SAY (smartphone survey), DO (smartphone ODM) and touch-points (consumer media view). The team in Malaysia continues to raise the bar on thought leadership to help drive client success. Its series of innovative workshops in 2013 featured decision-makers from prominent companies. With a passion for innovation, Nielsen Malaysia engages with clients through customer experience workshops featuring knowledge and thought leadership in the customer retention and loyalty space. In helping retailers better understand their clients, Nielsen Malaysia regularly holds

AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2014

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exchange sessions with clients to share the latest insights on how retailers can better connect with customers through effective category and space management workshops. Not forgetting to give back to society, Nielsen Malaysia participated in the Nielsen Global Impact Day. It donated computers and daily necessities to orphanages and rural communities. About 50 Nielsen associates volunteered to spend time with the communities to teach them how to use the computers. Nielsen also reached out to the Philippines associates through a collection of RM5,000 for the Philippines Emergency Relief Fund. To get more talent on board, the agency partnered with the Talent Corp Malaysia (Talent Corp) and Graduate Employability Management Scheme (GEMS). It also built a strong feeder pool of talent across universities such as Taylor’s College, Monash and Sunway through case study competitions, tea talk sessions, guest lectures and career fairs. The agency grew its talent base from 396 full-time employees to 438. The team now consists of about 800 associates, located across the various regions. In 2013, the agency retained 95% of its key talent. Owned by: The Nielsen Company Headed by: Richard Hall, managing director

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24/6/2014 8:31:51 PM

MARKET RESEARCH

DYNAMIC SEARCH

Bringing home the silver and Local Hero award in the Market Research category this year is Dynamic Search. The research ﬁrm extended its line to conduct an insight mining activation

workshop for senior regional participants from 11 countries. The agency’s membership with IRIS International Research Institutes catapults it to the global platform where it partners with more than 30 countries. The agency extended into newer areas of research, including social research for think tanks; supportive research to brand consultants as part of their brand strategy; incorporating the market function into the research function; and opening up new channels of research. The agency’s internationally commissioned projects came from markets such as the UK, US, China, Thailand, Hong Kong and Singapore. The agency launched its products via niche quantitative tools proven to be directionally right. The products are the Brand Equity Index (BEI) and customer satisfaction surveys (CSS). It remodelled CSS to a tracking module, hence, gaining longitudinal business. Its own EduDynamics was launched whereby a

private college wanted to delve deeper into the student psyche. In 2013, Dynamic added two research assistants, one senior research executive and one ﬁeldwork supervisor to its team. The agency boasted a 100% staff retention in 2013, with a total of 23. The agency believes in retaining the staff strength to no more than 25. It believes the optimum size of the company must be capped at this level so it can intensify its quality standards and be able to ride the highs and lows of the market research industry’s volatility. To better understand its staff’s work orientation, a management consultant was invited to do PAEI (producer, administrator, entrepreneur and integrator) proﬁling of its senior staff. This helped foster cohesiveness and co-operation within the team, the agency said. Owned by: Independent Headed by: Ng Hsin-Ling, founder and managing director

ACORN MARKETING & RESEARCH CONSULTANTS Bagging the bronze award is Acorn Marketing & Research Consultants. The agency has seen a 100% success rate in getting short-listed to the ﬁnal rounds of all the tenders and pitches it participated in, where it contested global agencies such as Nielsen, Ipsos and TNS. The year also saw the agency launch a new product. A tool for communication evaluation and testing, named AURA, helps brands to develop good communication because it incorporates the latest eye-tracking technology with cognitive and conative assessment. Acorn Marketing & Research Consultants also saw an 8% increase in its headcount. To enhance its capabilities to provide better service to its clients, the agency increased its research and operations departments. It also provides staff training and development courses. The training included The Branding Conference 2013 that was conducted for researchers to better understand and appreciate branding and marketing bestpractices and leading-edge concepts. The agency believes in hiring fresh graduates or those who want to make a switch into research because it wants to provide the

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opportunity for them to evolve and become market research professionals. It provides internships to students from local universities, as well as places for secondary school students for their workplacement programmes. This initiative aims to attract more talent into the marketing research profession by giving them a taste of the possibilities. Acorn also takes CSR programmes very

seriously. It part-sponsored the Deaf Beat Programme, a YMCA initiative where deaf performers on drums staged a concert for the public. Acorn also sponsored meals for a group of special-skill children who were on a study visit and has also made donations to charities such as the National Kidney Foundation and others. Owned by: Independent Headed by: Lye Kah Hou, managing director

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MEDIA AGENCIES

MINDSHARE

THE FINALISTS GO Communications MEC OMD Malaysia PHD Malaysia

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Mindshare brings home the gold cube once again in the Media Agency of the Year category, keeping alive the spirit of entrepreneurship which marked its birth as a “corporateendorsed start-up” 15 years ago. While moving up the marketing value chain, Mindshare has not lost track of its core competencies, continuing to win and handle four of the top 10 advertisers in Malaysia which include Nestlé, Unilever, Maxis and GlaxoSmithKline. Mindshare prides itself on its longstanding relationships with clients. Twelve of its clients have been with the agency for more than 10 years. Among its notable works was the Lifebuoy “Pac-Man” in which Mindshare reinvented the iconic Pac-Man into a contemporary mobile game for mothers, bringing to life Lifebuoy’s germ-killing abilities. This work won the agency a gold award for App Advertising in The Smarties APAC 2013. Its Sunsilk “Hijabista” campaign elevated the headscarf to a fashion accessory through magazines, TV and online. The campaign, which aimed to search for hijab designers, culminated with the ﬁrst-ever hijab-inspired catwalk at the Islamic Fashion Festival. The talent search successfully attracted 1,000 designers nationwide. In another campaign, Strongbow “Adaptive Weather”, Mindshare matched ad messages with real-time weather in different geographical locations to drive consumption of a cool drink during hot days. The campaign resulted in

49,000 pints sold and a 37% increase in sales within one month. The agency boasted an 87% staff retention rate in 2013. Each staff has to go through more than 40 hours of learning with the agency offering level-specific training for all talents. In 2013, the agency introduced two new courses – iLearn and Deep Purple. iLearn e-training exclusively partners with Google, Facebook, Microsoft and MediaMind to “digitalise” the entire agency, while Deep Purple, driven by Mindshare Asia Pacific, grooms directors regionwide to be effective trusted advisors to clients. “We are honoured to be able to make the fifth-year mark as the ‘Media Agency of the Year’ and to also be awarded ‘Overall Media usage MARKie’. These accolades by the marketing community truly recognised Mindshare’s strength across the board, be it as a lead business partner to our clients or in innovative campaigns driven by original thinking,” said Gerald Wittenberger, managing director of Mindshare Malaysia. “We are proud of our team which embraces the Mindshare culture of speed, provocation and teamwork to deliver great work every day on behalf of our clients. We also attribute the win to the strong partnership with our clients, media and agency partners.” Owned by: WPP Headed by: Gerald Wittenberger, managing director

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MEDIA AGENCIES

VIZEUM MALAYSIA Since it launched eight years ago, Vizeum has not lost a single key client. In 2013, it achieved a 10% increase in proﬁt and 11% in digital billings. New clients added to its portfolio in 2013 included MCA, Elken, Nabati, Burberry, Re Mark, Touch ‘n Go, The Association of Banks in Malaysia and Shiseido. Vizeum also prides itself on its longstanding relationships with its key clients, including Nippon Paint, Perodua, Tourism Malaysia, Mamee Double-Decker, Panasonic, Sports Toto and F&N Dairies. Other new clients for 2013 included Galderma, 1 Malaysia Development Bhd, Yayasan Rakyat 1 Malaysia, MyEG, Fitness First

and Kakao. The agency also launched three new tools. The CCS planner is its world-class system for evaluating the best use of channels and phasing to efﬁciently deliver a brand’s communications objectives.

AMNET is the agency’s real-time bidding desk, providing responsible dual effective data-driven display advertising, performance marketing and brand campaigns. And lastly, AMOS, or the Aegis Media Operating System, is the agency’s central performance dashboard and reporting platform. 2013 was another year in which it saw no senior management departures. One of Vizeum’s internal moves was promoting nine of its staff and hiring 12 new people. The agency had three people included on the Route 500 top performers in Aegis APAC. Owned by: Dentsu Aegis Network Headed by: Andy Miller, chief executive ofﬁcer

CARAT MALAYSIA

Bagging the bronze cube this year for Media Agency of the Year category is Carat Malaysia. After a challenging year in 2012, 2013 was a year of major reboot at Carat with one goal in mind – transformation. Carat focused internally on existing clients and improving its people and product. A new management team was

appointed to implement major transformational initiatives. Rapid transformation of the agency led to an outstanding performance in 2013. Its billing turnover increased by 20% versus estimated industry growth of 8%. Carat won one pitch for every two in 2013. This is an improvement from its one in every ﬁve in 2012.

The new business wins in 2013 included Mondel z, FrieslandCampina, Ginvera, Resorts World Sentosa, Themed Attraction & Resorts, UEM Sunrise, Perfect Eagle, Sime Darby Sunrise, KDU, My Mobile, and Freudenberg. It also prided itself on its 100% successful client retention rate last year. Seven out of its top 10 clients have been with the agency for more than ﬁve years. Carat’s top 10 clients are Wipro Unza, AirAsia, BMW, Fox Warner, Permanis, Rohto Mentholatum, Southern Lion, OCBC, Nokia and Beiersdorf. Owned by: Dentsu Aegis Network Headed by: Bala Pomaleh, chief executive officer

K-GIC ADVERTISING Bringing home the Local Hero award again in this year’s Media Agency of the Year category is K-GIC Advertising. Established in 2001, the agency was founded by the Lee siblings – the late KK Lee (founder), Joe (managing director) and Elaine (ﬁnance director). Throughout these 13 years, K-GIC has worked hard to persistently grow its client database, and has been able to retain its highly valued long-standing key clients. These clients include 3M Malaysia, Eu Yan Sang, Homesoy, Soyfresh, Stabilo, The Baker’s Cottage, Ibumie and Winter Time. The agency acquired both international and local clients in 2013. International clientele

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included the likes of Midea, Papulex and Citibank while local clientele included Akemi and Hup Seng. It was also appointed by Ace Canning for both of its soy beverage brands – Homesoy and Soyfresh – to differentiate the brand positioning by having different strategies in terms of creative and media planning. K-GIC creates a bespoke communication strategy for each campaign to capture the brand’s essence as it integrates media and creative strategies across a wide range of media. Owned by: Independent Headed by: Joe Lee, managing director

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MOBILE MARKETING

LEO BURNETT/ARC WORLDWIDE

THE FINALISTS Capillary Technologies Kingdom Digital Solutions Mantra Interactive Mitosis Vizeum Malaysia XM Malaysia

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Bringing home the gold trophy for Mobile Marketing of the Year is Leo Burnett/Arc Worldwide. Leo Burnett overachieved its bottom-line as early as the ﬁrst quarter of 2013 and saw a 87.67% YOY growth for mobile. In line with its expansion plans, the agency set up a regional digital production hub, with mobile being one of the key components, to support the rest of the regions, including Japan, Australia and Southeast Asia. To develop more effective mobile communication strategies and solutions, the agency’s own LB knowledge centre provided studies of human behaviour towards mobile usage and experience. With its belief in tapping its global network to obtain the best mobile-skilled talents and value from across the world, the agency has been sending its people to other markets in its network to learn and grow its mobile offerings in becoming one of the best in the region. To design websites that work across multiple devices and locations, the agency focused its skills to craft sites according to responsive web design (RWD) principles. RWD requires a new approach to asset and content organisation, which most content

management systems (CMS) are not able to handle out of the box. It developed a new CMS and framework, which optimises its approach to RWD, allowing the agency to develop high-performance responsive websites for mobile with minimal hassle. Since its CMS is tailored based on its specific workflows and needs, it also allows the agency to emphasise its mobile strengths and streamline its working processes. One of its successful works was the Samsung Galaxy Wonderland that attracted more than 260,000 unique visitors from mobile, more than 400,000 mobile page views, 5000 contest submissions and resulted in a 35% conversion of non-Samsung smartphone owners to the Samsung GALAXY Note 2. Its team participated in internal and external training programmes at local, regional and global levels, including Leo Burnett University programmes, workshops, seminars, conferences, forums and creative festivals. Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive officer

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MOBILE MARKETING

LOWE & PARTNERS MALAYSIA Winning the silver award for the Mobile Marketing Agency of the Year category is Lowe & Partners Malaysia. More than 55% of the

revenue contributions in 2013 came from new business acquisition-based clients. The intent of creating an agency for the consulting world saw

the agency invest in creating cross-functional disciplines and practices in three fields. In digital and social media practice, the agency aims to create meaningful digital/social consumer engagements on platforms that feed directly into sales and business-impact results, be it for QSR brands such as Burger King or FMCG brands such as BIC Shavers, Rexona, or destination brands such as Little Red Cube. Lowe & Partners has consistently won many regional awards for its new-age marketing practices of digital, social and mobile, including the prestigious Asia Pacific Digital Marketing Award 2013, and at the Asia Pacific Tambuli Awards 2014 for the Integrated Digital-Led Programme and the Integrated Mobile-Led Programme. This, the agency said, was made possible because it set up an annual agency wide training calendar that helps employees benefit from year-round training programmes. Owned by: Interpublic Group Headed by: Mazuin Zin, managing director

IMMERSE

Bringing home the bronze and Local Hero award for the Mobile Marketing Agency of the Year category is Immerse, a Malaysia-based independent digital creative agency that is on a growth spurt. This growth was attributed to an increase in client spend after previous successful campaigns and the signing of new brands and companies who selected Immerse as

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their preferred digital marketing partner. BFM, The Star Online and Paramount Group, are some of the notable clients who have selected Immerse to consult, strategise and develop their online presence. Immerse also expanded its brands portfolio with Unilever on various digital/social activations and campaigns for brands such as Fair & Lovely and Magnum, while maintaining

the existing portfolio of Vaseline, Dove, Sunsilk and Clear. With the increasing demand and consumption of digital content, Immerse has expanded its services to clients. At its core, Immerse is a creative change agent that has an emphasis on the digital medium. One of its notable works in 2013 was for Vaseline. As part of Vaseline’s engagement to introduce its new product that promised instantly fair skin, Immerse created a mobile application that allowed users to see it for themselves. Through the use of augmented reality technology, users could scan a magazine advertisement and be presented with an educational video of the product’s efﬁcacy. The company grew by 33% in 2013, with 24 permanent staff. The agency also takes pride for its retention rate of 96%. It actively invests to develop staff for speciﬁc skills training via conferences. Some of the training in 2013 included Spikes Asia 2013, Festival of Creativity and UX Malaysia 2013. Owned by: Independent Headed by: Jeffrey Tang, business development director and Kerry Khoo, creative director

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PUBLIC RELATIONS

LEO BURNETT/ARC WORLDWIDE

THE FINALISTS Mercatus+ Orchan Consulting | Asia TBWA\ Group Malaysia

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Leo Burnett bagged another gold cube in the Public Relations of the Year category. Its creative PR and social media solutions kept it ahead of its competitors and resulted in a 100% success rate in new business wins, including AEON CO. (M) Bhd, Samsung, Tenaga Nasional Bhd, Perfect Eagle Development, Prime Minister’s Ofﬁce, Inbisco, Petronas Dagangan, Wardrobe & Kiton of Italy, IKEA and Boost Juice Bars. One of its successful works in 2013 was for Fox International Channels. In its aim to push up viewership and channel ratings for FOX Movies Premium and the National Geographic Channel, Leo Burnett strategically identiﬁed key titles, crafted unique story lines and leveraged on chosen talents to run a series of interviews for selected programmes to maximise media pickup. It also created out-of-the-box on-ground activities to engage with the public and media to maximise presence. The result? FOX Movies Premium is now the No.1 Hollywood movie channel and rose above its

average performance level by the end of 2013 by +36% in ratings. On the other hand, National Geographic Channel, which was previously ranked 50, is ranked 24 and has stayed above its average rating of the ﬁrst half of 2013 by +85% . The agency harnessed its strength in integrated offerings, going beyond traditional PR to encompass community, perception and issue management on social media. It further expanded its offerings to include LB CSR and web-content creation from a unique PR perspective to address its clients’ changing needs, hence, maximising the business results. Leo Burnett bolstered its PR, social media and digital integrated offerings beyond traditional advertising by mixing traditionalists with hybrids and digital natives. This puts the agency ahead of its competitors, it says Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive ofﬁcer

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PUBLIC RELATIONS

FLEISHMANHILLARD

Bringing home the silver trophy for the Public Relations of the Year category is FleishmanHillard. Despite facing signiﬁcant economic turmoil in 2013, the agency delivered consistent strong revenue growth to meet its targets. Since establishing an ofﬁce in Kuala Lumpur 15 years ago, its work with local Malaysian companies, Western multinationals and Asian brands ensures the agency understands the nuances of working in a dynamic marketplace that bridges East and West. Its “Go Beyond” vision, which has been driving the agency for the past several years, is designed to meet clients’ imperative for deeper

integration and fewer partners to achieve business results. The agency is transforming its offerings to facilitate communications with every audience, across every channel, using every discipline in Malaysia. In 2013, its portfolio of clients was boosted by nine new retainer clients, including internationally recognised brands such as HP, MILO, Lady’s Choice, SAP, Avaya, Kidex, EMC, Hatten Group, and Abbott. The agency also further diversified its client base with significant project wins from brands such as Philips, AT&T, Emerson, FICO, Linden Boarding School, Multimedia Development Corporation, OtterBox, Sidel, Sanofi, United Nations Foundation, Global Women Summit,

Thuraya, Vidyo, Manulife, Financial Times, and Rickshaw. Its record of building long-term relationships with companies such as Nokia, Philips, MILO, Volkswagen, Volvo and BAE Systems continued in 2013. Aside from building its strong technology and corporate practices, and acquiring several marquee clients in both areas, the agency also diversiﬁed its business to other growth areas such as crisis and consumer-centric work. In developing the skills of its staff, FleishmanHillard conducts weekly training programmes which include hard and soft skills training, tailored to different levels of capacity. Trainers include members of its HK senior team, visiting senior colleagues from the FH network and external trainers. Its retention incentives include comprehensive annual performance reviews, replacement days off, sabbatical leave and ﬂexible working conditions. Owned by: Omnicom Group Headed by: Chomaine Chai, senior vice-president and partner

GO COMMUNICATIONS GO Communications drops one spot from silver last year to settle with the bronze award. With its mantra – the best client is the one you have. Grow with the client and not always “ﬁsh” for new ones – the agency achieved 95% of client retention in 2013. Keeping in mind success comes through creativity, brief articulation, staff experience and track record, the agency achieved a success rate of more than 90% in new business pitches. Its client wins in 2013 included Berjaya Group, Celebrity Fitness, Crewstone International, Defence Services Asia, FOX TV, Gleneagles Hospital, HPL Hotels & Resorts, Thistle Hotels, Sunway Lagoon, Toshiba, Tourism Victoria and TNT Express. One of its leading marketing campaigns was for Thistle Hotels in which the agency launched the Thistle Hotel in Port Dickson with a world’s ﬁrst creative campaign called “Kids In Charge!” The campaign was aimed at promoting and publicising Thistle as a family hotel that was undergoing a multi-million dollar renovation. The ROI for the campaign far exceeded its targets and the hotel was ranked the number one hotel in Malaysia by TripAdvisor with an increase in occupancy from 60% to more than 90%.

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In developing the skills of its staff, GO Communications conducts a series of workshops. Its total staff strength grew by more than 28% in 2013. The key hires made in 2013 included a digital director, multimedia manager and HR manager. Other internal moves included the promotions of two senior

brand directors (team leaders), and two executives to associate brand manager and brand manager respectively. Owned by: Independent Headed by: Michael De Kretser, chief executive ofﬁcer

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SOCIAL MEDIA

LEO BURNETT/ARC WORLDWIDE

THE FINALISTS Lowe & Partners Malaysia Mitosis Next Digital Kuala Lumpur Vizeum Malaysia VLT XM MALAYSIA

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2013 was a year of unprecedented results for Leo Burnett’s social media team in terms of its ﬁnancial growth, originality in ideation, reach and public engagement for its clients. Social media was fully integrated with public relations in strengthening the agency’s integrated offerings. The agency further expanded its offerings to include specialised LB CSR and web content creation from a unique PR perspective to address its clients’ changing needs, hence, maximising their business results. Its main platforms include Facebook, Twitter, YouTube, Instagram, SlideShare, Wikipedia, Vimeo, LinkedIn, Google+ and Scribd. Its most successful work in 2013 included the Samsung Galaxy S4: Wind Chimes in a Bakery. To help the brand connect more emotionally with consumers, Leo Burnett came up with an eight-episode web ﬁlm which was brought to life on YouTube with a heartbreakingly romantic story as its base. Samsung was featured as the hero in connecting and reuniting a loving couple.

The S4 phone features were highlighted in each episode, showcasing what the phone could do. Multiple social media platforms were utilised and content was crafted to spike interest and drive viewership and engagement. The campaign resulted in 4.5 million YouTube views in two months, a 97% approval rating and a 200% increase in subscribers. Also, each post on Facebook garnered at least 10,000 likes for the ﬁrst three episodes alone. The agency bolstered its PR, social media and digital integrated offerings beyond traditional advertising by mixing traditionalists with hybrids and digital natives and absorbing Arc into LB, thereby dissolving the boundaries. To achieve better results, the number of accounts per head was reduced to enable its people to focus on its clients’ business so they are able to come up with initiatives to grow the business and build stronger relationships. Owned by: Publicis Groupe Headed by: Tan Kien Eng, chief executive ofﬁcer

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SOCIAL MEDIA

TBWA\ GROUP MALAYSIA TBWA\ Group Malaysia’s recent transformation was a positive one in 2013, a year that saw stellar digital business wins, which included social media with a 721% increase from the previous year and healthy growth in the digital business, up 64% from the previous year. One of its major campaigns was Safe Tracks, powered by Etiqa MotorTakaful.com. The agency developed an application with Etiqa MotorTakaful.com, which uses accelerometer and geolocation technology to detect speed and the speed limit within the area. When users follow the speed limit, they earn Safe Mileage to unlock free music tracks. This digital app gave young people a reason to stop their deadly habit of speeding.

This campaign led it to win four bronze at the Kancil Awards 2013 and a bronze at ADFEST 2013. In developing its staff’s skills, the agency has spent a total of 5,000 hours in staff

training and has accumulated a total of 2,080 Boomerang Training points, placing the agency second in the Association of Accredited Advertising Agents of Malaysia’s (4As) Training and Development League. In 2012, the agency created its own training programme named TBWA Pirate University to focus on developing visionary leaders as opposed to just highly skilled staff. In its second year of Pirate University, the agency developed mentors from the first-year participants and they mentored the second batch of new “pirates”. Owned by: Omnicom Group Headed by: Aaron Cowie, chief executive officer

SAATCHI & SAATCHI ARACHNID Bringing home the bronze award for Social Marketing Agency of the Year is Saatchi & Saatchi Arachnid. Before this, Arachnid Malaysia was a 16-year-old local independent agency before it was acquired and rebranded as Saatchi & Saatchi Arachnid in December 2012. In 2013, Arachnid continued to evolve its service offerings from a leading Malaysian digital agency to a leading regional participation marketing agency (modern digital, CRM, direct marketing, social media, mobile, events, retail installations and any interaction touch-points). The year also saw the agency retain 100% of its clients. Despite the challenges it faced during its first post-acquisition year, the agency pulled off a new business success rate of 81%.

The agency’s biggest growth area is social, in which it provides strategy, content creation, and management to brands. In 2013, the digital to others ratio of its revenue was 60:40. Maintaining this ratio split in 2013 demonstrated its evolution has been sustainable. This split has proven to be optimal, allowing the agency to grow profitability, leverage its long-standing reputation for digital and providing clients with a differentiated and post-digital approach to marketing communications. Seeing the importance of focusing on its people, given the operational changes that a post-acquisition year brings, the agency invested heavily in training. Arachnid was

the sixth biggest spender with 95 Percent The Advertising Academy, with programmes touching more than 28% of its staff. Its staff retention rates continued to climb to 84%. Owned by: Publicis Groupe Headed by: Chin Weng Keong, managing director

IMMERSE

Immerse, the winner of the Local Hero award for Social Media Agency of the Year, has expanded its brands portfolio with Unilever on various digital/social activations and campaigns for

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brands such as Fair & Lovely and Magnum, while maintaining the existing portfolio for Vaseline, Dove, Sunsilk and Clear. In 2013, the agency saw a dramatic shift in rich and interactive gaming experiences on smart/mobile apps. The agency created engagement platforms aimed to be meaningful, socially connected and engaging at the same time. One of its notable works in 2013 was Dove Malaysia – Mother’s Day. The campaign invited Facebook fans to create their personal Mother’s Day card where they could customise a photo and text. Dove then printed and sent them

out to 1,000 mums. The company grew its headcount by 33% in 2013, with 24 permanent staff. Boasting a retention rate of 96%, most claim the agency to be their first professional post. The longest serving staff have been with the agency for eight years, and have seen it through its formative years. The agency actively invests in developing its staff for specific skills via training and conferences. Owned by: Independent Headed by: Jeffrey Tang, business development director and Kerry Koo, creative director

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Now in its fourth year, the MARKies emphasises excellence in two main areas: creative ideas, where innovation is combined with top-class execution; and media usage, which champions deep media understanding with powerful channel presence. This year we also recognised the overall winners of The MARKies with Publicis Malaysia bagging the Overall Creative Ideas MARKie and Mindshare Malaysia walking away with the Overall Media Usage MARKie.

Just like the Agency of the Year categories, the MARKies entries were assessed by a jury panel consisting of senior-level client marketers, with winners selected based on the highest combined score in each category. Congratulations to the winners, and many thanks to all entrants and judges for helping us determine and celebrate the best creative and media innovations produced in Malaysia.

Category MARKies: y sponsor of the M

Best Idea â&#x20AC;&#x201C; Female Audience

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THE MARKies

OVERALL CREATIVE IDEAS MARKIE PUBLICIS MALAYSIA

OVERALL MEDIA USAGE MARKIE MINDSHARE MALAYSIA

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THE MARKies

CARAT MALAYSIA HOW A KIDS MUSIC ACTIVATION DROVE SALES UP BY 48% WIPRO UNZA (M)

In2 Marketing & Consulting DiGi Gold Dealer’s Night Digi Telecommunications Jiggee (M) ChemStationAsia Grand Launch ChemStationAsia (M) The Hot Shoe Show & Co The AFC Congress 2013 Asian Football Confederation The Hot Shoe Show & Co The AFC Awards 2013 Asian Football Confederation

FINALISTS

BEST IDEA – CONSUMER EVENTS

MOVING WALLS MOVING MINDS CHALLENGE 2014 MOVING WALLS

FINALISTS

BEST IDEA – BUSINESS EVENTS

Alpha 245 Somersby “Brunch Club” Carlsberg Malaysia Bates CHI & Partners (Malaysia) Enfagrow A+ Brain Expo – Educational Event 2013 Mead Johnson Nutrition (Malaysia) In2 Marketing & Consulting Intel Generation Today Intel Microelectronics LINs Advertising & Marketing Artsphere 20/8ty The Atmosphere

ALPHA 245 SOMERSBY “SWEET SURPRISE” CARLSBERG MALAYSIA

Carat Malaysia A Perfect Recipe To Increase Sales QSR Trading Carat Malaysia How a small brand received an international celebrity’s attention and grew by +25%! (Rohto-Mentholatum (M)) Carat Malaysia How TV Helped Aa Reach Out To The Young Ones AirAsia XM Malaysia Maxis Next Gen Website MAXIS

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FINALISTS

BEST IDEA – DIRECT MAIL

NAGADDB PENCETUS UMMAH ASTRO MALAYSIA HOLDINGS

FINALISTS

BEST IDEA – CONTENT MARKETING

Alpha 245 A Foretaste of the French Art de Verve Carlsberg Malaysia Alpha 245 Ride into a Year of Abundance Alpha 245 Alpha 245 Somersby “Books for Cider” Carlsberg Malaysia Next Digital Kuala Lumpur Anmum Essential Direct Mail Anmum (Fonterra)

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THE MARKies

PUBLICIS MALAYSIA BIG KARI NESTLÉ MALAYSIA

Carat Malaysia How a small brand received an international celebrity’s attention and grew by +25%! (Rohto-Mentholatum (M) Lowe & Partners Malaysia Rexona Move: Sweat to Change lives Unilever Malaysia Mantra Interactive Softlan Because Caring Counts Colgate-Palmolive Malaysia OMD Malaysia Let’s Defeat Breast Cancer – We’re Stronger Together Estée Lauder Malaysia

FINALISTS

BEST IDEA – INTEGRATED MEDIA

PUBLICIS MALAYSIA IT’S TIME TO LOVE YOUR “V” SANOFI MALAYSIA & SINGAPORE

FINALISTS

BEST IDEA – FEMALE AUDIENCE

GO Communications Kids In Charge Thistle Port Dickson Leo Burnett/Arc Worldwide Wonderland Samsung Malaysia Electronics Leo Burnett/Arc Worldwide Get Real AIA theLABEL Ads Dreamland “The Pyjamas Gang” Dreamland Malaysia

LOWE & PARTNERS MALAYSIA BIC BROTASTIC SHAVE BIC PRODUCT (ASIA)

Alpha 245 Somersby “Sweet Surprise” Carlsberg Malaysia Alpha 245 Yomeishu “The Zzzz Offer” Yomeishu Seizo Co. Mitosis NESCAFÉ DOLCE GUSTO Chinese New Year 2014 Zodiac NESCAFÉ DOLCE GUSTO Roots Asia Pacific Nurturing Malaysian Mothers through the Social Ecosystem Wyeth Nutrition

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FINALISTS

BEST IDEA – MALE AUDIENCE

OMD MALAYSIA THE LOYALTY CARD ABOVE ALL ELSE WATSONS MALAYSIA

FINALISTS

BEST IDEA – LOYALTY & CRM

Immerse CLEAR Football Suit-Up CLEAR Malaysia Mindshare Malaysia Heineken Star Serve Guinness Anchor Berhad – Heineken OMD Malaysia Look Good Play Great with Watsons Malaysia Cup Watsons Malaysia Publicis Malaysia Change for Life Sanoﬁ Malaysia & Singapore

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ASIA’S GETTOP ENGAGED AWARDS AT LOYALTY ASIA’s ONLY FOR AND LOYALTY-BASEDRETURNS AWARDS ENGAGEMENT Twenty seven categories covering loyalty, engagement and relationship marketing, 73 trophies, over 300 professionals, 1 chance to celebrate if you are a winner and congratulate them if you are a partner or third party proﬁcient.

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For more information, table reservations, or entries, call Czarina Solomon at +65 6423 0329 (ext: 250), +65 98205195 or email czarinas@marketing-interactive.com For sponsorship opportunities, call Che Winstrom at +65 6423 0329 or email chew@marketing-interactive.com

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25/6/2014 4:17:12 PM

THE MARKies

PUBLICIS MALAYSIA IT’S TIME TO LOVE YOUR “V” SANOFI MALAYSIA & SINGAPORE

Dentsu Malaysia Olav’s Quest Continental Tyre PJ Malaysia Mitosis Milo 3 in 1 Your Career as a Sport Nestlé Malaysia NagaDDB Mana Naga Mobile App Astro Malaysia Holdings TBWA\ Group Malaysia Safe Tracks ETIQA MotorTakaful.com

FINALISTS

BEST IDEA – ONLINE

LOWE & PARTNERS MALAYSIA REXONA MOVE: SWEAT TO CHANGE LIVES UNILEVER MALAYSIA

FINALISTS

BEST IDEA – MOBILE

Mantra Interactive Softlan Because Caring Counts Colgate-Palmolive Malaysia Mantra Interactive Roller Coaster Extreme URC Malaysia Mitosis Kit Kat The Grand Break Campaign Nestlé Malaysia Mitosis NESCAFÉ DOLCE GUSTO Chinese New Year 2014 Zodiac Nestlé Malaysia

MINDSHARE MALAYSIA GOING BEYOND DIGITAL TO CREATE USER-GENERATED CONTENT NESTLÉ PRODUCTS

Alpha 245 Somersby “Books for Cider” Carlsberg Malaysia Alpha 245 Yomeishu “Wonder Cup” Banfoong Sydney (M) NagaDDB Positive Meter Astro Malaysia Holdings Vizeum Malaysia PruBSN Step It Up Challenge Prudential BSN Takaful

W W W .MA R KET ING - INT ERAC TIVE . COM

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FINALISTS

BEST IDEA – PRINT

ALPHA 245 LIPTON “TEA TWIST” UNILEVER MALAYSIA

FINALISTS

BEST IDEA – OUT OF HOME

GO Communications Barack Obama Smashies Burgers GO Communications Kids In Charge Thistle Port Dickson NagaDDB Fear Factor Selebriti Astro Malaysia Holding theLABEL Ads Dreamland “The Pyjamas Gang” Dreamland Malaysia

M AY / J U N E 2 0 1 4 | a d ve r t i s i ng + m a r ke t i ng 5 9

24/6/2014 8:59:35 PM

THE MARKies

THELABEL ADS DREAMLAND “THE PYJAMAS GANG” DREAMLAND MALAYSIA

FleishmanHillard Volvo Fuelwatch 2013 Volvo GO Communications Kids In Charge Thistle Port Dickson TBWA\ Group Malaysia Invest Malaysia 2013 Bursa Malaysia

BEST IDEA – RETAIL/SHOPPER

FINALISTS

GO COMMUNICATIONS BARACK OBAMA SMASHIES BURGERS

Alpha 245 Somersby “Books for Cider” Carlsberg Malaysia Alpha 245 Somersby “Brunch Club” Carlsberg Malaysia Dentsu Malaysia Indulge Till You Fly 4 Malaysia Airports Holdings K-Gic Advertising Rusco Christmas Packaging Rusco

6 0 advertising + m a r ke t i ng | M AY / J U N E 201 4

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K-Gic Advertising SRI Corporate Social Responsible Campaign Steel Recon Industries Lucideas Creative A sharper read: Leave no room for speculation New Straits Times Press NSTP MEC Eveready Charge Up Your Day Energizer Malaysia TBWA\ Group Malaysia DJ Swap STAR RFM Group

BEST IDEA – SOCIAL MITOSIS KIT KAT THE GRAND BREAK CAMPAIGN NESTLÉ MALAYSIA

FINALISTS

FleishmanHillard Malaysia Developers Day AT&T

FINALISTS

BEST IDEA – RADIO

FLEISHMANHILLARD THE MILO BREAKFAST MOVEMENT NESTLÉ – MILO

FINALISTS

BEST IDEA – PUBLIC/MEDIA RELATIONS

Lowe & Partners Malaysia Rexona Move: Sweat to change lives Unilever Malaysia Mantra Interactive Roller Coaster Extreme URC Malaysia Saatchi & Saatchi Arachnid Lexus Luxury In You Lexus TBWA\ Group Malaysia Road to Merdeka 1 MU

WWW. M ARKE TI N G- I N TE RAC TI VE . C OM

24/6/2014 8:59:42 PM

THE MARKies

M&C SAATCHI THE GOLF GTI 6,5 SECS CHALLENGE VOLKSWAGEN GROUP MALAYSIA

Carat Malaysia How a small brand received an international celebrity’s attention and grew by +25%! (Rohto-Mentholatum (M)) Carat Malaysia Saﬁ Celebrated Malay Women & Won Their Hearts Wipro Unza (M) Dentsu Malaysia BIG AQUOS Sharp Electronics Leo Burnett/Arc Worldwide Tau Foo Fah Petronas

FINALISTS

BEST IDEA – VIRAL

PUBLICIS MALAYSIA BIG KARI NESTLÉ MALAYSIA

FINALISTS

BEST IDEA – TV

GO Communications Girl Fight Back! Maxman.tv Mitosis Kit Kat The Grand Break Campaign Nestlé Malaysia TBWA\ Group Malaysia Nissan Serena: Meet the Hybrids Edaran Tan Chong Motors VLT Astro Anugerah MeleTOP Era MEASAT Broadcast Network Systems

MANTRA INTERACTIVE ROLLER COASTER EXTREME URC MALAYSIA

Immerse Take A Dive Siput Scuba Next Digital Kuala Lumpur eKelas Maxis Next Digital Kuala Lumpur Project Alive:MY Mercedes-Benz Malaysia Zenith Malaysia and Dentsu Malaysia Malaysia’s Resume AmBank

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FINALISTS

BEST USE OF APPS

XM MALAYSIA MAXIS NEXT GEN WEBSITE MAXIS

FINALISTS

BEST IDEA – WEB DESIGN

Lowe & Partners Malaysia Rexona Move: Sweat to Change Lives Unilever Malaysia Mindshare Malaysia Heineken Star Serve Guinness Anchor Berhad – Heineken MediaCompete Real Racing 3 with Gillette Gillette (Procter & Gamble) TBWA\ Group Malaysia Safe Tracks ETIQA MotorTakaful.com

M AY / J U N E 2 0 1 4 | a d ve r t i s i ng + m a r ke t i ng 6 1

24/6/2014 8:59:46 PM

28 AUGUST 2014

THE WESTIN HOTEL, SINGAPORE

FINALLY, AN

AWARDS FOR

MEDIA

OWNERS Honouring Southeast Asiaâ&#x20AC;&#x2122;s top media owners, the Spark Awards is your chance to showcase your prowess based on your compelling content, innovative solutions and standout team performances.

To enter or find out more, visit www.marketing-interactive.com/spark-awards-sg

SUBMISSION DEADLINE: 7 JULY 2014 THE SPARK AWARDS GALA NIGHT TAKES PLACE ON THURSDAY, 28 AUGUST AT THE WESTIN HOTEL Contact Che Winstrom (+65 6423 0329 or chew@marketing-interactive.com) regarding sponsorship opportunities. Contact Carlo Reston (+65 6423 0329 or carlor@marketing-interactive.com) regarding entry submissions and table bookings.

ORGANISED BY:

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25/6/2014 3:02:17 PM

THE MARKies

MINDSHARE MALAYSIA IT’S SHAMPOO ADVERTISING. BUT WHERE’S THE HAIR?! UNILEVER MALAYSIA

Leo Burnett/Arc Worldwide Tau Foo Fah Petronas Mindshare Malaysia It’s Shampoo advertising. But where’s the hair?! Unilever Malaysia Publicis Malaysia It’s time to love your “V” Sanoﬁ Malaysia & Singapore TBWA\ Group Malaysia Safe Tracks ETIQA MotorTakaful.com

FINALISTS

BEST USE OF INTEGRATED MEDIA

LEO BURNETT/ARC WORLDWIDE WIND CHIMES IN A BAKERY SAMSUNG MALAYSIA ELECTRONICS

FINALISTS

BEST USE OF BRANDED CONTENT

Carat Malaysia Saﬁ Celebrated Malay Women & Won Their Hearts Wipro Unza (M) GO Communications Barack Obama Smashies Burgers GO Communications Kids In Charge Thistle Port Dickson Leo Burnett/Arc Worldwide Like 2 Save For Petronas

SAATCHI & SAATCHI ARACHNID MINI TAKE 5 MINI MALAYSIA

MediaCompete Real Racing 3 with Gillette Gillette (Procter & Gamble) Mindshare Malaysia Pacman returns – With superior germ protection! Unilever Mitosis Milo 3 in 1 Your Career as a Sport Nestlé Malaysia TBWA\ Group Malaysia Safe Tracks ETIQA MotorTakaful.com

W W W .MA R KET ING - INT ERAC TIVE . COM

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FINALISTS

BEST USE OF ONLINE

MINDSHARE MALAYSIA REXONA MOVE: THE WORLD’S LONGEST VIRTUAL RELAY RACE UNILEVER

FINALISTS

BEST USE OF MOBILE

Carat Malaysia Rediscovering Thailand AirAsia Leo Burnett/Arc Worldwide Fuelled By Fans Petronas Dagangan Mindshare Malaysia How digital saved the day for Astro TV Astro Mitosis NESCAFÉ DOLCE GUSTO Chinese New Year 2014 Zodiac Nestlé Malaysia

M AY / J U N E 2 0 1 4 | a d ve r t i s i ng + m a r ke t i ng 6 3

24/6/2014 8:59:48 PM

THE MARKies

ZENITH MALAYSIA #LIKE2SAVEFOR SNEAKS UP ON CONSUMERS PETRONAS

Alpha 245 Somersby “Books for Cider” Carlsberg Malaysia Alpha 245 Yomeishu “Wonder Cup” Banfoong Sydney (M) Mindshare Malaysia Ford created World’s First-ever automotive city in Malaysia: Ford City Sime Darby Auto Connexion Mindshare Malaysia Spreading the New Luxurious Lux Fragrance around KL Unilever

FINALISTS

BEST USE OF PRINT

ALPHA 245 LIPTON “TEA TWIST” UNILEVER MALAYSIA

FINALISTS

BEST USE OF OOH

GO Communications Barack Obama Smashies Burgers GO Communications Kids In Charge Thistle Port Dickson GO Communications Nikon Malaysia Nikon Malaysia Mindshare Malaysia Maggi Steals Front Page Headlines from National Day Nestlé Products

it’s time to make the call Marketers understand mobile’s critical role in influencing customers. Learn more about this crucial art in the second installment of Mobile Marketing Interactive. Call 6423 0329 or write to Che Winstorm at chew@marketing-interactive.com to find out more.

gold sponsors

6 4 advertising + m a r ke t i ng | M AY / J U N E 201 4

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brought to you by:

WWW. M ARKE TI N G- I N TE RAC TI VE . C OM

25/6/2014 3:40:01 PM

THE MARKies

CARAT MALAYSIA SCARING PEOPLE INTO WATCHING THE CONJURING WARNER BROS

Carat Malaysia Tropicana Twister Made Us Wait In Suspense … Then Something Amazing Happened! (Permanis) Mindshare Malaysia Clear helps Men tackle Dandruff through Futsal Unilever Mindshare Malaysia The Voice – Doctor’s Edition Ramsay Sime Darby Health Care theLABEL Ads Dreamland “The Pyjamas Gang” Dreamland Malaysia

FINALISTS

BEST USE OF SEARCH

LUCIDEAS CREATIVE A SHARPER READ: LEAVE NO ROOM FOR SPECULATION NEW STRAITS TIMES PRESS NSTP

FINALISTS

BEST USE OF RADIO

iProspect Malaysia Capturing Search Moments with Real Data Avillion Hotel Group Mindshare Malaysia Oktoberfest 2013 Guinness Anchor Berhad Next Digital Kuala Lumpur Student Acquisition INTI University & College VLT Astro Anugerah MeleTOP Era Measat Broadcast Network Systems

CARAT MALAYSIA HOW A SMALL BRAND RECEIVED AN INTERNATIONAL CELEBRITY’S ATTENTION AND GREW BY +25%! ROHTO-MENTHOLATUM (M)

Mitosis Kit Kat The Grand Break Campaign Nestlé Malaysia OMD Malaysia Grooming Men on Facebook Watsons Roots Asia Pacific Nurturing Malaysian Mothers through the Social Ecosystem Wyeth Nutrition Zenith Malaysia #WaterForHeroes Petronas

W W W .MA R KET ING - INT ERAC TIVE . COM

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FINALISTS

BEST USE OF TV

PUBLICIS MALAYSIA IT’S TIME TO LOVE YOUR “V” SANOFI MALAYSIA & SINGAPORE

FINALISTS

BEST USE OF SOCIAL

Carat Malaysia Saﬁ Celebrated Malay Women & Won Their Hearts Wipro Unza (M) Carat Malaysia TAKING ON A GIANT WITH ONLY 10% OF THEIR BUDGET Nokia Malaysia Leo Burnett/Arc Worldwide Tau Foo Fah Petronas Mindshare Malaysia Quaker, Brings You Healthier Lifestyle PepsiCo (Malaysia)

M AY / J U N E 2 0 1 4 | a d ve r t i s i ng + m a r ke t i ng 6 5

24/6/2014 8:59:52 PM

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23/6/2014 5:50:15 PM