Advertising + Marketing Magazine Malaysia - September 2016 by Marketing Magazine Group

SEPTEMBER

2016

WHICH MEDIA TOWERS ABOVE THE REST? WE GIVE YOU THE RESULTS

ED’S LETTER

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Editorial Rezwana Manjur, Editor rezwanam@marketing-interactive.com Monisha Rao, Senior Jounalist monishar@marketing-interactive.com Venus Hew, Senior Journalist venush@marketing-interactive.com Vivienne Tay, Journalist viviennet@marketing-interactive.com Editorial – International Inti Tam, Deputy Editor (Hong Kong) intit@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 Joven Barceñas, Director, Business Development & Strategy (Malaysia & Indonesia) jovenb@marketing-interactive.com Ong Yi Xuan, Trade Marketing Executive yixuano@marketing-interactive.com Advertising Sales - International Johnathan Tiang, Team Lead (Singapore) johnathant@marketing-interactive.com Sara Wan, Senior Sales Manager (Hong Kong) saraw@marketing-interactive.com Event Production and Marketing Hairol Salim, Regional Lead - Events and Training hairol@marketing-interactive.com Andrew Davy, Regional Marketing Lead andrewd@marketing-interactive.com Event Services Yeo Wei Qi, Regional Head of Events Services weiqi@marketing-interactive.com Circulation Executive Deborah Quek, Circulations Executive deborahq@marketing-interactive.com Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg

Over the past month, I had the pleasure of meeting John Jay, president of global creative of Fast Retailing. Jay is a legend in the ad world having worked with the likes of Nike, Bloomingdale’s and W+K. So you can imagine my excitement in having an opportunity to interview him. A maverick of sorts, Jay believes that in today’s world, a good creative needs to be a good strategist as well. Vice versa is also true, he says. It doesn’t matter if you are a “mad man” or a math man, the business solutions to most problems today comes down to creative thinking. Clearly the media landscape represents just that as media owners look for ways to marry their data to creativity. One such field to do so is publishing, which is often deemed as the sunset industry. Call me biased, but my love for the print medium burns brightly. Print mediums such as magazines and newspapers have proved hardy with local publishers coming up with innovative ways to really keep their content fresh and give the medium a new boost of life by incorporating digital (check out page 22 and 26 for the complete list of top magazines and newspapers locally). Meanwhile, OOH mediums, often seen as the gentle giants of the world of advertising, have also taken off in the past few years. Players in this space have learnt to appreciate that a good execution on the medium illuminates the city as a piece of great artwork.

You can check out the most creative players in this space on page 10. And while the song goes, “Video killed the radio star”, our top radio broadcasters on page 19 clearly prove otherwise. They have found ways to keep their mediums vibrant and alive despite the influx of scrappy digital mediums (page 28) and powerful TV broadcasters (page 16), who still hold the lion’s share of the marketing dollars. All of these players have looked to create a special spark for their clients and partners. Speaking of spark, you might have noticed this month we have a very special Spark Awards edition. In its third year, the award show blew us away with the amount of bold work presented from across the region. The clients, mediums and methods of execution might have been varied, but all our winners displayed tremendous creativity. This, we believe, warranted a special highlight and focus. After our hour-long chat, Jay left me with a simple saying that when your vocation meets vacation, hard work doesn’t seem that hard anymore. This rings true for us on the A+M team. I hope you enjoy reading the edition as much as we enjoyed putting it together.

Management Søren Beaulieu, Publisher sorenb@marketing-interactive.com Justin Randles, Group Managing Director jr@marketing-interactive.com Tony Kelly, Managing Director tk@marketing-interactive.com

Advertising + Marketing Malaysia is published 4 times per year by Lighthouse Independent Media Pte Ltd PP 16093/12/2011 (026708). Printed in Malaysia on CTP process by Percetakan Skyline Sdn Bhd No. 35 & 37 Jalan 12/32B, TSI Business Industrial Park, Batu 61/2 Off Jalan Kepong, 52100 Kuala Lumpur Tel: 03-6257 4846. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@ marketing-interactive.com. COPYRIGHT & REPRINTS: All material printed in Advertising + Marketing Malaysia 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 Advertising + Marketing Malaysia are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 SLC House Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd publisher of Marketing magazine 2/F, Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 To subscribe to A+M Malaysia magazine, go to: www.marketing-interactive.com

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A MEMBER OF

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Rezwana Manjur Editor

JU NE 2 016 M ARKE TI N G 1

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

FINDING OUR INNER SPARK

CONTENTS

4 A MONTH IN NEWS A round up of a month of news from Malaysia and the region. 10 OUT-OF-HOME MEDIA OF THE YEAR 16 TV BROADCASTER OF THE YEAR 19 RADIO OF THE YEAR 22 MAGAZINE OF THE YEAR 25 NEWSPAPER OF THE YEAR 28 DIGITAL MEDIA OF THE YEAR 36 GAINING LOYALTY WITH THE MILLENNIAL CROWD How can marketers future-proof their loyalty strategies when it comes to Millennials? When it comes to navigating today’s cluttered media space, the task is harder than ever as marketers are constantly trying to decide where to allocate their marketing spends. In this special edition, we have created a comprehensive list of the leading players in the media scene and how they have successfully cut through the clutter.

Rezwana Manjur writes.

42 THE SPARK AWARDS Check out what the brightest and the boldest from the industry are up to in this special edition

of The Spark Awards.

10 19

SCAN TO SUBSCRIBE!

25 22

What you’ll learn in this issue: >> Malaysia’s top media owners. >> Gaining loyalty of the Millennials. >> Tips to maximising video content WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

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NEWS

WANT MORE BREAKING NEWS? SCAN THE CODE TO FIND OUT WHAT’S GOING ON IN THE INDUSTRY.

Apologies for ‘black-face’ Astro’s MeleTOP, a Malaysian TV show, apologised for a parody video of Yuna and Usher’s song collaboration called Crush. This followed a social media uproar criticising the parody for featuring an actor with “black-face” make-up posing as American singer Usher. MeleTOP has since removed all traces of the parody video and issued four tweets apologising to Yuna and Usher. Telling stories about Malaysia Maxis partnered with YouTube and several Malaysian storytellers to produce a Merdeka-themed film series, shot entirely using the latest 360-degree cameras. Those working with Maxis included The Ming Thing, Junad Mohd Nor, Denes Kumar and Vimala Perumal. Through the use of the YouTube 360-degree video, Maxis wanted to empower Malaysians to be the first to “see Malaysia from different angles”. A no-go for Pokémon The Department of Islamic Development Malaysia (Jakim), Malaysia’s Islamic development authority, reminded Muslims not to play the “dangerous” Pokémon Go mobile game, just a day after the game was officially launched in the country. In a statement on its website posted on 7 August, it said it supported the decision by the Federal Territories Islamic Legal Consultative Committee forbidding Muslims from playing Pokémon Go.

Genting looks to new markets Genting Malaysia is finalising both of its media and creative pitches covering regional markets. It intends to penetrate markets such as Singapore, Indonesia, India and China as well as Middle Eastern countries. The incumbent for the media account is OMD, while Grey and M&C Saatchi are the incumbents for the creative account. Genting declined to comment on how much each account is worth and the agencies involved.

What’s your colour? M&M launched a new campaign called “M&M’s #ShowtimeKaki” which gathered nearly 160,500 clicks at the time of writing. Conceptualised by BBDO Malaysia, the campaign allows the audience to select their favourite show based on three colours – red, green and yellow. Once clicked, people will be led to respective videos with different stories – with yellow depicting humour, red for action and green for the drama lovers. Indecency on the rise? Another retailer at Aeon Mall was fined by the Kota Bharu Municipal Council for an indecent promotional poster, according to The Star. The poster in question featured a woman who did not wear a hijab while promoting Bio-essence’s 24K Bio-Gold skincare products. The poster was displayed at a pharmacy at the Aeon Mall Kota Bharu. According to the report, the owner was fined RM150.

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Driving Audi further Audi Malaysia named Geometry Global Malaysia as its lead creative agency. This follows a pitch against a number of agencies in the market. The agency is tasked to undertake full-scale creative duties for the luxury car brand, with a heavy focus on expanding and stepping up its digital and social media presence in the industry to deliver a strong customer experience for consumers. Free house up for grabs Guardian Malaysia held a “Wina-House” contest as part of its 49th anniversary celebrations and Malaysia’s National Day. The idea behind the campaign is spurred from the understanding that the younger generations are finding it very difficult to own a house, let alone a landed property. The main participating brands include Bio-essence, Hada Labo, L’Oréal, Maybelline, Nutox and Sunsilk.

Oppo ramps up efforts Oppo Electronics plans to invest RM42 million in advertising and promotional activities within the year, according to a report by The Star. This was according to CEO William Fang at the Oppo “Selfie Expert” F1 launch. The phone brand aims to reach up to 4,000 sales points by the end of the year.

FIFA knocks back Malaysia FIFA revoked Malaysia’s right to host the 2017 FIFA Congress after the Football Association of Malaysia (FAM) failed to guarantee visas for all its delegates at the congress. It is understood the decision has been communicated to FAM. The withdrawal is seen as a huge blow to FAM, which had started preparations to host one of the key football events.

A big shift OCBC bank appointed Optimedia Malaysia as its media agency with immediate effect. The agency will be tasked to focus on strengthening the OCBC brand and its engagement with consumers. It went up against IPG Media Lab as well as People ‘n Rich-H during the pitch and will be taking over from Carat Malaysia in service to the Singapore bank.

Multiple partners Maxis is partnering with dozens of e-commerce sites through its MaxisOne Club, which offers cashback, discounts and deals with over 500 e-commerce sites, including Zalora, Lazada, Shopback, Groupon, Booking. com, Grab and Foodpanda. This follows the statistic that almost half of Malaysian consumers shop online monthly and 66% of them now shop via their mobile phones. WWW. MARK E TING-IN TE RAC TI VE . C OM

NEWS

Coke appoints Ogilvy Coca-Cola appointed Social@ Ogilvy as its social media agency for the ASEAN region, A+M understands. The beverage firm called for the social media pitch in March this year. Social@ Ogilvy was the incumbent agency handling most of Coca-Cola’s social media duties for Singapore, the Philippines and Malaysia. The company revealed its “One Brand” global marketing strategy uniting Coca-Cola, Coca-Cola Light, Coca-Cola Zero and Coca-Cola Life under the iconic Coca-Cola brand positioning. Data2Decisions goes to Japan Data2Decisions, Dentsu Aegis Network’s global marketing effectiveness consultancy, opened a new office in Japan. It helps brands make more effective data-driven decisions to improve marketing returns and drive business growth. Led by managing partner Hirofumi Hamaguchi, the new office extends Data2Decisions’ coverage in APAC which includes Australia and Singapore, and grows the brand’s global network to 12 offices. It was founded in London more than 15 years ago. A dream team Australia’s biggest theme park Dreamworld appointed Grey Sydney as its new creative agency. According to a statement from the company, it recognised the importance of driving innovative creatives, supported by seamless data and media analysis, to drive entertainment opportunities for visitors. The theme park appointed Match Media last year to innovate in the media space and this new partnership will complete and complement the team. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

Taking flight with Aquila Facebook completed its first test flight of Aquila – the highaltitude, long-endurance and solar-powered plane. It will be used to provide internet to the 1.6 billion people worldwide that do not have access to it, beaming coverage to 60-mile-wide areas on the ground. The new internet drone will use e-band technology to beam connectivity from the drone to receivers on the ground.

Lenovo’s new social partner Multinational technology company Lenovo appointed Text100 as its social media partner following a global pitch. A+M understands the Singapore arm of incumbent We Are Social did not pitch for the account. We Are Social was awarded global social media duties in 2012, providing strategic support and advice to Lenovo’s inhouse social media team, while partnering to develop a longterm social strategy to drive the brand’s business objectives.

Alibaba makes VR push Chinese e-commerce giant Alibaba opened its first online virtual reality (VR) demonstration shop with ambitions to launch a large-scale rollout by the end of the year. The shop enables consumers to use their own VR headsets or glasses to navigate within the shop. They are greeted by a robotic associate in the store recommending products based on the past shopping history and preferences of the customer.

Indofood gets a taste of Turkey Indonesia’s largest food producer PT Indofood Sukses Makmur Tbk, or better known as Indofood, tapped into the European market via its first stop, Turkey. Anthoni Salim, chief executive of Indofood, told local reporters during his recent press conference at the company’s headquarters in Jakarta that Turkey was seen as a bridge to enter the EU. Indofood is reported to be targeting emerging markets such as Turkey, Middle East and Africa.

PRecious regional growth PRecious Communications, an independent regional PR and social media consultancy, plans to expand regionally to Australia, Indonesia and Thailand. With the expansion, the agency will be able to establish a regional B2C and B2B practice. Some of the agency’s recent client wins leading to the expansion include Asia Pacific Breweries, Israeli tech start-up IZMUS, Software AG, and YCH, a leading supply chain management solutions provider.

Fighting counterfeit Kodak teamed with Alibaba Group in a new business venture, using high technology to fight fake goods being traded online. Named eApeiron, the company was created primarily from certain assets of Eastman Kodak Company, in addition to an investment from Alibaba Group. The company is based in Florida, with its research, engineering and manufacturing arms within Kodak’s business park in Rochester, New York.

A bit of housekeeping British consumer goods company Reckitt Benckiser Group shifted its global Lysol and Dettol cleaning and germ-fighting brands to McCann Worldgroup from Havas Worldwide. McCann already handled Dettol in India where RB said the agency has developed a powerful campaign for the brand in India. Under the new partnership, Havas will continue to promote some of RB’s other unnamed global power brands as well as their local variations.

Igniting a new passion Harley-Davidson picked a new team, Team Ignite, from Interpublic Group agencies, to handle its global creative, media and digital marketing accounts after an extensive holding-company review. Team Ignite is headquartered in Detroit with regional hubs in New York, London and Singapore. It is comprised of creative and strategic resources drawn from a range of IPG agencies and aims to deliver custom and integrated marketing across channels.

Sustaining the world WWF and Toyota Motor Corporation entered into a five-year agreement aimed at accelerating the world’s transition to sustainability. This made Toyota the first car company and the first Japanese company to sign a global corporate partnership agreement with WWF. Through this partnership, the organisations will work together to promote biodiversity conservation, raise environmental awareness and accelerate the move toward a “zero carbon” society.

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THE BOLDEST AND BRIGHTEST IN MALAYSIAâ&#x20AC;&#x2122;S MEDIA SCENE 8 a d verti s i ng + marketi ng | D E C E M B E R 2014

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METHODOLOGY HOW DID WE ACHIEVE THIS? The Media of the Year rankings were derived from questions in Advertising + Marketing annual Media Spending Benchmarking Survey. Advertising + Marketing employed a research vendor to help execute the survey to its database of client advertisers and marketing services agency professionals impartially. All answers given by respondents were considered by Advertising + Marketing when finalising the rankings. QUALITY RECIPIENTS AND RESPONDENTS With more than 900 respondents participating in this yearâ&#x20AC;&#x2122;s survey, the research has gathered holistic and up-to-date feedback from advertising decision-makers and influencers and agency professionals from various marketing services. 100% of our respondents were manager-level decision-makers with more than 20% from the most senior ranks of client advertisers and another 27% were VPs or director-level marketers. The majority of the respondents from the agency side were CEOs, MDs and GMs (47%), 43% were marketing personnel and 10% creative and media personnel. Advertisers from major and local international banks, FMCG companies, property and construction, as well as those from travel and hospitality companies participated in the survey. Agency professionals across the marketing spectrum were also well-represented. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

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OUT-OF-HOME MEDIA OF THE YEAR

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BIG TREE

Taking top spot this year is Big Tree. The company has experienced a year of opportunities with significant organic growth. Recognised for its professional work ethic, Big Tree attributed these achievements to the continuous adoption of the industry’s best practices.

Riding on the trend of digitising formats, Big Tree also expanded its network of digital media, adding the Cosmic Towers to its list of digital offerings. Cosmic Towers features two large digital screens with multi-screen synchronisation and audio. With a comprehensive 22 years in the OOH industry, coupled with possessing the most extensive inventory, Big Tree has been a specialist in offering a 360 experience and endto-end solutions for advertisers to strategically position their brand value and equity. Having media formats located nationwide have allowed advertisers to reach audiences of different ages, races and sexes through the availability of formats at various locations unique to the segmented market. Big Tree has maintained its agility in the OOH industry through steadfast innovation in media offerings. The product development team of Big Tree champions innovation of formats through research and development. The synergy between the sales and marketing team with the internal creative designers has dynamically executed numerous award-winning creative campaigns. Recently, Big Tree won a bronze award for Best Engagement Strategy at the Spark Awards for Media Excellence for its campaign with Telekom Malaysia.

REDBERRY MEDIA GROUP

Taking second spot this year is Redberry Media Group, which operates a wide array of advertising assets. These assets include out-of-home platforms such as airports, billboards along major highways, digital screens and buses plying major urban centres. Other assets include retail platforms such as cinemas, malls and hypermarkets. Redberry has advertising spaces at KLIA, KLIA2 and Senai International Airport. Powered by Meru Utama, Redberry Airport boasts more than 25 years of airport advertising experience in Malaysia. Being in the business

The company leveraged on the establishment of its systems to ensure its promises to its clients were delivered. These standards are in accordance to the industry’s preferred standards to ensure that business at every degree is conducted with ethics and professionalism. According to the company, it has had the privilege of managing outdoor advertising for transit within the Klang Valley. Apart from managing the KL Monorail, Big Tree successfully reaffirmed its trust from Prasarana to manage the Ampang and Kelana Jaya lines – both existing tracks and stations, as well as the line extensions which cover 25 new stations and a total distance of nearly 35 kilometres. This collaboration is proof of Big Tree’s superior capabilities in delivering mutual benefits and value to concession owners.

for that many years has given the organisation ample opportunity to work, understand and be familiar with the requirements and aspirations of Malaysia Airports Holdings. Its outdoor division Redberry Outdoors has spaces on the Rapid KL at key Klang Valley arteries, school buses and highways. Over the years, it has worked with brands such as Petronas, Mah Sing, M101, Tourism Indonesia and others. Malaysia’s oldest English daily newspaper Malay Mail is also part of the Redberry Media Group’s offering, along with the Malay Mail ePaper, Malay Mail Online news portal, an online radio service and free-to-air radio stations.

By reaching millions of people daily via its multi-platform assets, the Redberry Group provides marketers and advertisers an ideal integrated media solution for media campaigns and a one-stop centre for creative media ideas.

incorporate airtime and on-the-ground campaigns, including online social media tie-in campaigns around the Golden Triangle. Furthermore, a new Giant LED Cube will be installed at Lot 10 Shopping Centre, with a

40% larger screen size for more captivating and engaging displays. Some brands which have worked with Infoscreen include Disney, which ran an activation event at Lot 10 Shopping Centre using Infoscreen’s Giant Cube for its Hero vs Hero competition to promote the red carpet premiere of Marvel’s Captain America: Civil War. Tourism Indonesia also held a fourday tourism campaign running from Lot 10 Shopping Centre to Starhill Gallery. Infoscreen has continued to serve key advertisers such as General Electric, British Airways, Turkish Airlines, Turkish Tourism and others.

INFOSCREEN

Taking third spot this year is Infoscreen, which aims to help advertisers reach their objectives with its network of digital media platforms. It prides itself on being an integrated solutions provider. It provides a range of services from technology solutions and maintenance, proprietary content management solutions and content production to sales and marketing. Additionally, Infoscreen has an event space in the heart of the Bukit Bintang shopping hub for brand activation events. Complementing Infoscreen’s OOH media network, it can WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

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OUT-OF-HOME MEDIA OF THE YEAR

BE DIGITAL

Coming in fourth place was Be Digital which was incorporated in 2001 to spearhead the digital content development division of its parent company Click Grafix. Be Digital is recognised for its strength in 3D animation, visual animation, broadcast multimedia, dynamic digital signage and the development of digital content for training and visual communications. The organisation has two lines of business, the first being the provision of digital media solutions, specifically in providing advanced digital signage solutions and the development of high quality digital content. The second line of business includes the provision of media space for advertisers through out-of-home digital media in the form of digital signage networks in F&B and retail locations. Its digital OOH network is built on state-of-the-art technology.

media” options, comprising screen wraps, impact walls, posters, booths and ground activities, along with other customised options.

In the past year, some key campaigns it has put into motion were the category-shopper behaviour research; the Shopper Marketing Series – Art and Science talk; the launch of the new mobile app; and its digital shopper marketing agency services under the brand Shopwave. In line with its initiative to provide best-inclass shopper marketing solutions, constant

innovation and R&D has seen new mediums launched such as digital kiosks, shelfextenders, and interactive vending machines, to name a few. Further enhancing its new image, Shopper360 is undergoing a complete renovation of its offices in PJ. Its new offices will underscore its enhanced identity and culture of collaboration.

SHOPPER360

Coming in fifth place is Shopper360, formerly known as Pos Ad. Celebrating 30 years this year, Shopper360 has been committed to making positive contributions to the Malaysian retail landscape. In early 2016, Shopper360 rebranded from Pos Ad Group, in line with the group’s initiatives to further stamp its offerings and focus on shopper marketing. It aims to raise the bar and to continue offering clients and retailers tailor-made solutions to engage with shoppers and drive sales performances. 2016 has been a great year for Shopper360 with the addition of new clients such as Dashing, Sunsilk, Central Sugar Refinery, Wrigley’s, Nestlé Cerelac, Seri-Aji, Tumix, Tiger Radler, Strongbow, Ribena, Munchy’s Oat Krunch, Nescafé Can, and more.

This allows marketers to communicate realtime with their target audiences. Additionally, the company offers what it calls “ambient

BRANDAVISION

MOVING WALLS

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GANAD MEDIA

ASIA MEDIA

10 KATCHI GROUP

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TV BROADCASTERS OF THE YEAR

The power of television cannot be underestimated. Despite the rise of digital streaming and viewing, and the likes of Netflix and Iflix, watching television continues to be a popular leisure activity. Today, TV broadcasters are also realising the power of instant gratification and the insatiable viewing appetite of audiences. As such they are streaming content live or on the same day from all parts of the world. With that backdrop, letâ&#x20AC;&#x2122;s find out who made it to the top five broadcastersâ&#x20AC;&#x2122; list in 2016.

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TV BROADCASTERS OF THE YEAR

1 | MEDIA PRIMA TELEVISION NETWORKS Taking top spot is Media Prima Television Networks. The network has earned its right to be seen as a fully integrated media company in Malaysia, with a slew of campaigns it has been running in the past year. Some iconic ones included this year’s Ramadan Raya “Syukur Selalu” campaign; a Chinese New Year campaign called “Manji Go Lucky”; the “Muzik Festival AJL” by Anugerah Juara Lagu (AJL); and the “Drama Sangat Bus Tour”. All these campaigns have been vital for the company. “Syukur Selalu” attracted 430,000 attendees with 1.7 million views on Facebook and 18,000 mobile app downloads and "Manji Go Lucky" attracted more than 400,000 attendees. It also generated a social media engagement of more than 42 million fans. "Muzik Festical AJL" generated a mass viewership on TV and hit 6.2 million viewers. It also witnessed over six million views on Facebook-related activities and more than 800,000 deliveries via Twitter. The Drama Sangat Bus Tour, an on-ground activation where the cast met and greeted loyal viewers at secondary towns, attracted more than 27,000 fans. There have also been a few significant developments in the company over the past

year. First, at the beginning of the year, Datuk Kamal Khalid was appointed chief executive officer. He was previously the COO at group shared services Media Prima. Moreover, Tonton, a video-streaming portal in the country which has over 20,000 hours of content and more than 5.6 million registered users now offers subscription-based video-on-demand. MPTN also launched CJ Wow Shop which

offers exclusive home shopping content across all its TV channels and its own e-commerce website and m-commerce platforms via its own “CJ Wow Shop” mobile app. The company’s 8TV urban content has gone completely online on YouTube under Studio 8, which provides content creators a platform to showcase their new shows and stories.

campaign reporting to ensure they understand the full impact content-led marketing can have on consumers and the value of it to their brands. In Malaysia, BBC World News prides itself on its reliability and impartiality and this has been proven in particular with its recently published Malaysia-focused stories. The broadcaster has

also run a number of multi-platform campaigns throughout APAC on TV, print and online. BBC World News prides itself on its digital innovation and ability to push the boundaries in digital reporting. This was demonstrated in the very first 360° TV programme. With BBC World News turning 25 at the beginning of 2016, its flagship technology programme Click launched its first ever 360° programme. In keeping with Click’s reputation for pushing new tech to its limits, the team packed this special edition full of other 360° firsts. BBC also has a range of brands that advertise with it from tourism to finance to tech to luxury.

The company has also launched the eGG network, Southeast Asia’s first 24/7 eSports and gaming entertainment HD channel. In recent times, eSports has evolved to become

a global phenomenon and plays a pivotal role in bringing together a connected ASEAN community by showcasing major global LIVE eSports tournaments and gaming entertainment in HD. Moreover, the on-demand offering, which enables Malaysians to personalise their TV viewing experience, has witnessed a five-fold increase in consumption. “We put our content for customers at the heart of all we do, and we are increasing our concentration on investments on local vernacular key signatures and original IP ownership/coownership,” a spokesperson said.

2 | BBC WORLDWIDE CHANNELS Coming in second is BBC. BBC embarked on a year-long innovative marketing campaign on digital and social platforms to drive interest and discovery in key programmes on the BBC Earth channel. In 2016, BBC StoryWorks published a study called The Science of Engagement. For the first time, its in-house insight team, in partnership with facial coding experts CrowdEmotion, combined traditional research metrics with facial coding to understand how brands can use content-led marketing to effectively engage with consumers. BBC advertising also offers this insight to premium clients as part of its

3 | ASTRO MALAYSIA

Coming in third this year is Astro. Over the past 20 years, Astro evolved to become a popular source of entertainment, sports, news and learning content across Malaysia’s media landscape. With a 69% TV penetration, it reaches 4.9 million households and more than 20 million individuals. The company has also marked a new milestone with the launch of Tribe, its mobile-first OTT service for ASEAN video consumers. This is a deliberate effort to build a relevant social connection between users by means of the content they consume, particularly the younger demographic. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

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TV BROADCASTERS OF THE YEAR

4 | NBCUNIVERSAL Taking fourth spot is NBCUniversal International Networks. Over the past year, the network launched the NBCUniversal content studio which helps advertisers become original programmers and publishers by developing and distributing short and long-form content. This can be done in a variety of formats across TV, digital and social platforms.

To capitalise on NBCUniversal’s successful history of delivering best-in-class creative and branded content campaigns to advertisers, the studio will serve as a developer and producer of original content on behalf of its advertising partners. The content will be distributed on NBCUniversal and outside platforms. It will also allow clients to take advantage of the network’s vast storytelling expertise, data, insights, distribution partnerships and scale. It will tap into NBCUniversal’s creative and content community of writers, directors, talent as well as its network of production partners. The studio will also create content for advertisers that is tailored for each individual platform. Clients can also use this content for distribution across their brand platforms which could include their mobile sites, apps and

retail channels. The studio will also tap into NBCUniversal’s long-standing distribution and production partnerships. For NBCUniversal, Malaysia continues to remain one of the network’s key advertising markets. A few of the successful campaigns carried out by the network included “Leading Ladies of Diva” for Nestlé Fitnesse; “The Good Wife” for Samsung Galaxy Note 5; and “Diva loves/Panasonic loves” for Panasonic Beauty Appliances. The network has also been expanding rapidly. Ling Sze Gan joined as the vice-president of affiliate sales and branded digital partnerships. Meanwhile, Paul Valentin relocated from London to Singapore for the newly created role of vice-president of sales strategy and development for Asia Pacific. He joined the television team.

5 | FOX INTERNATIONAL CHANNELS Clinching fifth spot is Fox International Channels (FIC). FIC has a number of its channels running on Malaysia’s Astro with and without the HD version. Its key brands include Fox, Fox Sports and the National Geographic Channel. Early last year, FIC announced the consolidation of all its 126 Fox channels outside the US under a single brand positioning and network package. Its worldwide rebrand took place in conjunction with the return of Fox’s international hit The Walking Dead. The change took off in February last year. Excluding the US market, Fox entertainment reaches 244 million households in 126 countries and 33 languages. Fox channel is a general entertainment channel dedicated to television series. It is branded as a witty and funny channel, which provides content from the US.

These include the newest and most innovative US TV series in a variety of styles and genres. Fox HD’s key shows include The Walking Dead, NCIS, Bones, Castle, Criminal Minds, Marvel’s Agents of SHIELD, The Simpsons and Family Guy. Fox’s family movies, which run on Astro, offer a wide variety of animated and live action movies from Disney and other major studios that viewers of all ages can enjoy. Fox’s HD action movies also provide nonstop action entertainment all day.

Dedicated to innovative programming themes and unique stunts, the channel showcases iconic action features from across the globe.

6 | TURNER

7 | DISCOVERY

8 | BLOOMBERG

9 | SONY

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10 | SCRIPPS

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RADIO BROADCASTER OF THE YEAR

Radio is one of the oldest and the noblest mediums for communication. It has proved its sturdiness and managed to transcend time. It has won over the love of consumers and marketers. We take a look at the most reliable players in the market.

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RADIO BROADCASTER OF THE YEAR

1 ASTRO Astro Radio grabs top spot again this year. In an increasingly competitive marketplace, the broadcaster says it remains focused on engaging its listeners. “Delivering content in this digital age means connecting with listeners through interactive platforms,” said a spokesperson from Astro Radio. With more than 300,000 listeners, Raku, Astro Radio’s very own radio and music streaming service, is free on mobile and web for all Malaysians. It’s available in English, Malay, Mandarin and Tamil. Its stations’ web pages also registered more than 3.7 million unique visitors, with over 10 million page views. In total, it has more than 11 million fans on Facebook, Instagram, Twitter and YouTube. Its nine stations also attracted about 12.8 million listeners with ERA fm, hitz fm, MY FM and THR Raaga maintaining their position as the preferred radio stations in each of their respective languages. THR Gegar remains the number one station on the East Coast. Astro Radio says the above results are attributed to the right content and real engagement which builds and sustains its relationship with its loyal listeners.

“Localised content, developed by locals for locals, plays an important role in strengthening our presence in East Malaysia. Today, almost every show on ERA fm, hitz fm and MY FM is hosted by local announcers from Sabah and Sarawak respectively,” said the spokesperson. Astro Radio also said its commitment and passion towards offering 360 integrated multiplatform branded content solutions for its clients, have earned it acknowledgements. At Marketing magazine’s recent Spark

Awards 2016 in Singapore, the broadcaster was awarded three gold and one bronze for its work for Shiseido Malaysia, Petronas and Wonda Coffee. “The best creative team award win was the most significant for us as this is evidence to our capability of delivering only the best campaigns that resonate with our targeted demographic, underpinning our growing radio advertising (RADEX) to 72%,” the broadcaster said.

BFM’s community building efforts consisted of several on-ground engagements such as the BFM Network Series and Health & Living

conferences and its entrepreneur-themed ones, namely the Enterprise Breakaway and Enterprise Takeaway conferences. The organisation hopes this community of people who believe in its shared vision will help build a better Malaysia. With more than 50 original shows produced weekly, BFM says it appeals to a wide audience. The topics range from business, current affairs, entrepreneurship, health, arts, popular culture, fashion and food to music. The typical demographic are listeners aged 21 and above, modern and affluent who are key opinion leaders, professionals and business owners.

provide an alternative value proposition not only to listeners, but also to existing business partners and record companies, says the broadcaster. All existing MPRN radio stations target the Gen Y demographic, beginning with Fly FM fulfilling the urban English-speaking market in 2005, as well as Hot FM and One FM, launched in 2006 and 2009 respectively, for the Malay and Chinese-speaking markets. Apart from that, MPRN also launched Radio Plus with a key focus on talent, activation and digital. MPRN says this introduces clients to a different business perspective on how to utilise its expertise in these three areas. Radio Plus Talent allows its clients to

leverage on its talent who are big on radio and digital to produce strong brand campaigns for both ATL and BTL.

2 BFM Defending its second place this year was BFM Media. One major development for the organisation this year was to focus on digitalisation with the relaunch of its BFM iPhone app. The app not only enables live streaming, but also the retrieval of every single interview ever done on BFM in the past eight years. Another main area of focus was building an engaged, dynamic and vibrant BFM community and thus it recruited a community manager.

3 MEDIA PRIMA Climbing one spot this year is Media Prima Radio Networks (MPRN). 2016 has been an interesting year for the broadcaster as it launched its fourth station in March, Kool FM, which serves as a Malay station targeting the Malay 25-44 age group. MPRN’s spokesperson says the launch of Kool FM is expected to strengthen its position in the highly competitive local radio broadcasting industry. Kool FM, which is now available in Klang Valley, Penang and Kuala Terengganu, will 2 0 a d verti s i ng + marketi ng | S E P T E M B E R 2016

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RADIO BROADCASTER OF THE YEAR

4 STAR MEDIA RADIO GROUP Coming in at number four is Star Media Radio Group (SMRG). This year, SMRG focused on audience engagement initiatives throughout all of its stations and the results have been overwhelming and eye-opening. SMRG is the radio arm of The Star Media Group, which also publishes Malaysia’s national daily English newspaper The Star. The network has four radio stations on the Malaysian airwaves with two English radio stations (Red FM and Capital FM), one Malay

5 RTM

Radio TV Malaysia (RTM) took home fifth spot this year. Founded in 1946, RTM has more than 30 radio stations throughout Malaysia that target different audiences. Of these, eight operate in Angkasapuri, Kuala

radio station (Suria FM) and one Chinese radio station (988). SMRG reaches more than 3.8 million listeners weekly with 90% of its base contributed by the affluent and urban centric market, the network said. They are mostly professionals, managers, executives and businessmen (PMEBs) who earn a household income of RM3,000 and above with at least a tertiary education under their belt. The network said its strong audience engagement has not only resonated well with

its existing clients, but also new ones such as Acson, U Mobile, Glow Glowing Beauty Skin, iCar Asia and Yusuf Taiyoob to name a few.

Lumpur, which is also its headquarters. RTM radio prides itself on being the main radio in Malaysia that provides information, news and music. 1 April 1996 marked RTM’s 50-year anniversary and 1998 was another historical year for the broadcaster. World-class sporting events were brought to Kuala Lumpur with athletes coming from Commonwealth countries to compete. The International Broadcasting Centre became the centre of broadcasting excellence during the Commonwealth Games and RTM was the host broadcaster.

According to the company’s website, one of its missions is cultivating an informed community through radio, television and new media services. It also aims to enhance quality, creative and innovative content, while also utilising the broadcasting infrastructure development for a wider coverage with the latest technology. There are six national radio channels: the National FM and Radio Klasik (Malay), TraXX FM (English), Ai FM (Mandarin), Minnal FM (Tamil) and Asyik FM (ethnic dialect). The rest include a few local channels spread across all states within Malaysia.

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MAGAZINE OF THE YEAR

Print has over the years been resilient to the woes surrounding it. Tying itself closely to the world of digital, it has found numerous ways to reinvent itself and keep its relevance in this highly digitised world. This year we look at the print publications which have effectively married online with offline.

2 2 a d verti s i ng + marketi ng | S E P T E M B E R 2016

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MAGAZINE OF THE YEAR

MAGAZINE OF THE YEAR 1. MALAYSIA TATLER Published by: Edipresse Media Malaysia Frequency: Monthly Circulation: 10,909 (audited by ABC) Coming in first place is Malaysia Tatler, which targets the affluent and influential. Malaysia Tatler began in November 1989 as a unique, high society lifestyle magazine. Today it continues to be an insider’s guide to the elite of Malaysia society with substance and style. It hopes to inspire and influence. It is a member of the Tatler group of publications in Asia that connects high society and the most influential people in nine Asian markets. The magazine traces the finer things in life – from exclusive events and exotic destinations to in-depth interviews. It serves as a guide to the latest trends in contemporary society, including business, the arts, fashion and haute cuisine as well as prestige consumer products and services. Its online website MalaysiaTatler.com, which was launched in 2013, serves as the publication’s digital platform. It produces all-exclusive online content and provides daily updates on the latest events and lifestyle trends. It continues to showcase all things luxury in a wide range of topics.These topics range from

people to lifestyle and high-end fashion to fine dining, captivating and entertaining its wellheeled readership. MalaysiaTatler.com is also the parent brand of Malaysia Tatler Dining, one of leading online guides on gourmet dining with insightful features, interviews and reviews of the finest restaurants in Malaysia.

It also has a mobile application which allows automatic user-interface adjustments to all smartphones and tablets. Both mobile and app versions are designed for easy browsing while offering alternative display opportunities to maximise its clients’ brand exposure to the target audience in a clutter-free advertisement environment.

of managing editor a year and a half ago and Lina Esa coming on board as editor earlier this year.

Meanwhile, key advertisers of Cleo continued to be from the fashion, beauty and lifestyle categories this year. 2016 saw Cleo amplifying its social media presence to build upon its existing website and social media platforms such as Instagram, Facebook, and most recently, Snapchat. It aims to continue reflecting the assured attitudes of women in the new millennium and motivate readers to grab life, try new experiences and live their lives to the fullest. It continues to get “real” on all the topics relevant to women and hopes to empower them.

Taking third spot in this year’s rankings is Harper’s Bazaar which has continued to position itself as the fashion authority. Launched in April 2013, the magazine reports on the runways, beauty’s best, health issues, design innovators and celebrity lives to deliver compelling editorial content with inspirational appeal. Harper’s Bazaar targets readers from the ages of 25 to 45. This ranges from PMEBs, women of influence, the affluent and well-travelled, cultured, image-conscious and the socially active. The past year saw the magazine launch its website www.harpersbazaar.my as it

continues to deliver a bespoke service element that caters to every aspect of its readers’ lives. It has also worked to grow its reach via its social media platforms. Harper’s Bazaar continues to offer a Malaysian perspective of the smart and cultured international lifestyles its readers either enjoy or aspire to. Its consumer authority attracts prestigious brand marketers and passionate readers who are the current and future influences of modern style. The magazine’s key advertisers consist of brands in the fashion, beauty, retail, automotive, watches and jewellery and lifestyle categories.

2. CLEO Published by: Blu Inc Media Frequency: Monthly Circulation: 71,000 (publisher’s claim)

Cleo clinched the top spot in this year’s Magazine of the Year rankings. Launched in 1995, the publication aims to be a friend and mentor to readers, and places confidence, naturalness, energy and fun into its ethos. Its core readers are targeted towards the ages of 25 to 29. The magazine saw a change of the guard at the top with Natasha Kraal taking on the role 3. HARPER’S BAZAAR Published by: Blu Inc Media Frequency: Monthly Circulation: 25,000 (publisher’s claim)

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MAGAZINE OF THE YEAR

4. THE PEAK Published by: Blu Inc Media Frequency: Monthly Circulation: 16,000 (publisher’s claim) Coming in fourth place in this year’s Magazine of the Year rankings is The Peak, an exclusive publication created specially for a select audience. The Peak Malaysia is a reflection of the

5. TOPGEAR Published by: Big Road Media Frequency: Monthly Circulation: 25,000 (publisher’s claim) Taking fifth spot this year is TopGear which covers mainly motoring news, new launches, test drives and lifestyles (mostly watches and gadgets) with 60% to 70% of its content from the UK and the rest local. The magazine welcomed new editor, Daryl Loy, who was promoted to the role in April this year. Loy has been with TopGear Malaysia since 2012. The content and creative direction of the magazine took a new turn this year, following the direction from TopGear UK from May 2016 onwards. The magazine underwent a major revamp in its layouts, with new fonts introduced, along 6. FEMALE

aspirations of today’s achievers and corporate leaders. It aims to inspire with stories of privilege and excellence, challenge with insightful articles and present different perspectives on current issues. This is delivered with an authoritative and spirited style to satisfy the expectations of its discerning readers.

This year, The Peak has continued to do what it does best which is to cover all topics that celebrate success – from personality profiles to industry movers and shakers. It has also started to have a presence on the social media front, launching its Facebook and Instagram page. A popular monthly behind-the-scenes video series was also well received, chronicling the making of a cover for The Peak. The magazine continues to target highnet-worth individuals, corporate chieftains and industry leaders as it continues to celebrate success and the finer things in life. Some of the new advertisers which have come on board this year include Damiani, Naza-Brabus, Maserati, Breitling, Audi, Tod’s, Dunhill, Amouage, Qatar Airways, Getha, KLM Air France, Emirates, Huawei, Fifty Six Degrees and Patchi.

with articles that had more of a “bite sized” length, except for the main features. It has ramped up its website and social media platforms and key advertisers include automotive brands, with the magazine

targeting a predominantly male audience from the ages of 18 to 50. The magazine now has editor Ahmad Zulizwan who is working full-time to build up the brand’s digital platforms.

7. LUXURY PROPERTIES

8. GOING PLACES

9. MALAYSIAN WOMEN'S WEEKLY

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10. PRESTIGE MALAYSIA

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NEWSPAPER OF THE YEAR

Largely thought of as a diminishing medium, newspapers have time and again proved their worth to marketers in Malaysia. Today, publishers are rethinking ways to seamlessly liven up print, together with online and on-ground activities, ensuring the medium is here to stay. This year we take a look at the titles that are still capturing the hearts of the readers and impressing marketers.

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NEWSPAPER OF THE YEAR

1 THE STAR

The Star grabs top spot again this year. In the past 12 months, it introduced SMEBiz, a weekly pullout that is dedicated to small medium

enterprises (SMEs) and features inspiring stories of entrepreneurs, start-ups and SME owners.

The weekly pullout is headed by executive editor Brian Martin, who is also in charge of The Star’s Metro daily pullout. SMEBiz is also available digitally in English and Chinese. Digital transformation is one thing the newspaper has tried to embrace as it moves into the digital age. The Star’s spokesman said digital solutions have now become a necessity to the media and advertising industry, and therefore the inception of The Star ePaper, AIM, StarTV and its mobile apps. Star Media Group has come a long way since its formation 45 years ago – from a small provincial newspaper to become a large media group today with a presence in multiple platforms. The Star introduced 20 years ago its official website, The Star Online. It was Malaysia’s first news website aimed at reporting Malaysian news to the world, The Star told A+M. “The Star was the first Malaysian tabloid because we were bold and dared to be different. Now we remain the number one paid English daily in Malaysia with a circulation of 248,413 copies daily (ABC July – Dec 2015) and the highest readership with 1.691 million readers, five times more than our nearest competitor,” the spokesman added.

over two months suspension that took place in July 2015. Nevertheless, we carried on with business throughout the suspension period

as digital replicas for both the papers were introduced during this interim period,” said The Edge Media Group’s spokesman to A+M. And in September last year, The Edge Weekly introduced a monthly pullout Unlisted & Unlimited that offers a fresh perspective on small and medium-sized enterprises (SMEs). The platform also tells unique stories about entrepreneurs. These stories complement the newspaper’s corporate pages. Its monthly personal finance magazine called Personal Money was also brought back into the weekly newspaper as a pullout and renamed Personal Wealth.

and its daily distribution targets the urban areas of Malaysia, with 95% of the focus in the core zones such as Kuala Lumpur, Petaling Jaya, Klang Valley, Penang and Johor. The Sun pursues a “free distribution model” as its readers do not pay for the copy which is delivered to offices. But readers receiving copies at their residence still currently pay. The newspaper said this distribution system ensured The Sun was the “first read in the morning”, generating focused readership in the urban white-collar segment, largely the PMEBs (professionals, managers, executives, businessmen) and those with the

highest disposable incomes in Malaysia. As a newspaper, The Sun says it is a “challenger brand” which is positioned as the most independent “thought leader” in Malaysia. It is also one of the top first-read newspapers on weekday mornings for PMEBs with a 832,842 daily average readership and 1,024,396 weekly readership. Seventy per cent of its readers are PMEBs, and skilled or active urban white-collars with a RM7000 average monthly household income. The Sun is carefully edited to offer a concise digest of the latest news and relevant features, which the reader can easily peruse in 20 to 30 minutes.

2. THE EDGE MALAYSIA The Edge Malaysia maintained its second spot once again this year. The weekly financial and investment news publication, also known as The Edge Weekly – as well as its sister newspaper The Edge Financial Daily – have had their challenges over the past year. Both newspapers, which are owned by The Edge Media Group, were suspended temporarily after reporting on the problems faced by the debt-laden 1MDB, a Malaysian state investment fund linked to the country’s prime minister Najib Razak. “The past 12 months has been a challenging time for us, especially with the

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LAGOS: A Nigerian behind an online fraud network which engineered scams worth more than US$60 million (RM241 million) has been arrested in Port Harcourt in southern Nigeria, Interpol said yesterday. “The 40-year-old Nigerian national, known as ‘Mike’, is believed to be behind scams totalling more than US$60 million involving hundreds of victims worldwide,” the international police organisation said in a statement. “In one case, a target was conned into paying out US$15.4 million,” Interpol said, indicating that the arrest was carried out with the support of Nigeria’s anti-graft agency, the Economic and Financial Crimes Commission (EFCC). “The network compromised e-mail accounts of small to medium businesses around the world including in Australia, Canada, India, Malaysia, Romania, South Africa, Thailand and the United States,” it said. The suspect ran a network of at least 40 people working from Nigeria, Malaysia and South Africa which used malware and carried out the fraud, and he also had money laundering contacts in China, Europe and the US who provided bank account details for the illicit cash flow. The suspect and a fellow fraudster, 38, who was also arrested in the city, face charges including hacking, conspiracy and obtaining money under false pretenses. – AFP

AUGUST 2, 2016

� ‘Aye’ to multi-racial MCA

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ON FRIDAY

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KL City Hall may make it MANDATORY for all business operators to have surveillance cameras

LOOKS REAL... Visitors to Taman Jajar or Linear Park in Sungai Ara, Penang, are attracted by the stuffed animals on show by the Wildlife Department. Yang di-Pertua Negeri Tun Abdul Rahman Abbas officially opened the park yesterday in conjunction with the state-level National Landscape Day.

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HIGH ALTITUDE THRILL ... ‘Adventure’

seekers posing for photos on an open-air glass walkway outside the 88th floor of Jinmao Tower in the Lujiazui area of Shanghai. The 60-metre long and 1.2-metre wide walkway was opened to the public from yesterday.

Flight diverted after man sits on food cart MUMBAI: Indian budget airline IndiGo was forced to divert an international flight yesterday after an unruly passenger sat on the plane’s food cart before attacking another traveller. The flight from Dubai to Calicut, in the southern Indian state of Kerala, was diverted to Mumbai where the passenger was offloaded and handed over to police, IndiGo said in a statement. “A little before landing, a passenger started misbehaving. He jumped onto the forward cart (which is used for food and onboard merchandise) and sat on it,” it said. “This passenger after stepping down from the cart, suddenly got violent and started physically abusing the other co-passenger.” In May, indiGo grounded two pilots for attempting to land their plane on a road which they mistook for a runway in the northern state of Rajasthan. – AFP

BY ADRIAN PHUNG

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The Americans regal coach, the invented the SUV, a certain Japanese made British marque utility vehicle turned it into it affordable to to a new level a luxury and many, but the of luxury, performance Germans took equipped and the sports and style. Audi’s tuned seven-seater large, sumptuouslyis one of such behemoths at the top end of the premium SUV arena ...

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UALA LUMPUR: All businesses in the city may soon be required to have closed-circuit television (CCTV) cameras installed as part of the war against crime. City Hall (DBKL) is mulling the idea of making it mandatory for all business operators to have CCTV cameras outside their premises as a licensing requirement. “This means business operators or premises owners are required to install a CCTV system when they apply or renew their business licences with us,” said Mayor Datuk Seri Amin Nordin Abd Aziz yesterday. “Footage taken from such CCTVs can play a vital role in assisting the police in their investigations whenever a crime occurs,” said Amin, adding that DBKL is in the midst of discussing the proposal with the relevant agencies. “Such a move will complement the 1,000 CCTVs that DBKL has already installed around the city centre which are mostly located along the main roads but not in front of the premises where crimes like robberies and snatch thefts take place,” Amin told journalists after officiating the KL Hari Raya Festival

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App ALERT Smartphone users can REPORT CRIME in real-time from Aug 16

UCHING: A new mobile application to allow the public to report crime in real-time is among several initiatives to enhance security and boost the people’s confidence. Deputy Prime Minister Datuk Seri Ahmad Zahid Hamidi said a total of five million users will be registered to use the application under the National Blue Ocean

Strategy. “The new application which will allow smartphone users to report crimes in real-time to the police command centre will be launched on Aug 16,” he told reporters after attending a Hari Raya open house hosted by Deputy Home Minister Masir Kujat here. “Although national security is at its optimum level, measures for preparedness to face any incident

must always be in place and constantly improved, not just among the security forces but also among the general public,” he said. Referring to the shooting of a 43year-old moneylender in Kuala Lumpur on Wednesday, Ahmad Zahid said such incidents had affected public confidence. As such, several initiatives, such as the new mobile application and

more proactive measures by the police, will be introduced. Besides stationing more policemen at crime-prone areas, Zahid said the “Ops Cantas” crimeprevention operation launched by the police early this year after several shooting incidents in the country, should be given an impetus TURN TO PAGE 04 �

The Sun newspaper took third spot this year. The newspaper is owned by the Berjaya Group 2 6 a d verti s i ng + marketi ng | S E P T E M B E R 2016

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NEWSPAPER OF THE YEAR

4. THE EDGE FINANCIAL DAILY

The revamp was shortly followed by the launch of The Edge Media Group’s new website www.theedgemarkets.com in October 2014, which has been the main website since then. The daily newspaper also introduced several new columns in conjunction with the website launch. One of the columns, Stocks with Momentum, targets to help the public understand the stocks which are generated daily by a propriety algorithm at 2.30pm on market days with more

in-depth analysis. In helping readers understand the shares better, it also partners with licensed investment advisory Asia Analytica Data, which does an analysis of these firms with fundamental assessments published in the next day’s issue of the financial newspaper. On the other hand, links to download sponsored digital copies of the business newspaper are regularly emailed to all registered users of the website every Monday to Friday, a courtesy of the group’s portal for all things property – theedgeproperty.com. The newspaper often boosts its social media presence with regular news updates on its Twitter account of more than 298,000 followers and more than 45,800 followers on its official Facebook The Edge Malaysia page.

New Straits Times (NST) takes fifth spot again this year. The newspaper was founded as The Straits Times in 1845, and was re-established as the New Straits Times in 1974.

NST is also a public listed company with its head office located in Kuala Lumpur. One of Malaysia’s oldest English newspapers, it celebrated its 170th year of

publication last year with a fresher look with enhanced graphics and design. The paper sharpened its focus to zoom in on digital news while offering an exclusive printed version. It also paired up with Google to offer news content via Google Play Newsstand. For print, NST introduced regional covers on the front page and dedicated regional pages to attract regional readers, and additional blurb boxes for special interest sections (SIS) on the back page for better visibility of the SIS content. The newspaper has its own mobile application and it also made some editorial restructurings which saw the appointment of Mustapha Kamil Mohd Janor as group editor and Yushaimi Maulud Yahaya as deputy group editor. On the advertising side, NST’s clients include telecommunications firms, banks, food and beverage distributors and automotive.

6. HARIAN METRO

7. SIN CHEW DAILY

8. KOSMO

The Edge Financial Daily takes fourth spot this year. The newspaper was launched in 2007 and is published Monday to Friday. It serves to provide more details on breaking news and delves into the fundamental assessment of stocks. The daily newspaper also unveiled a new look in September last year with a regular compact size version with a more visually impactful front page.

5. NEW STRAITS TIMES

9. THE MALAYSIAN RESERVE

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10. CHINA PRESS

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DIGITAL MEDIA OF THE YEAR

Digital is no longer a good-to-have. It is a must-have. No offering is complete without it. Here are some of the players who have gone above and beyond to ensure they give their clients the perfect digital experience.

2 8 a d verti s i ng + marketi ng | S E P T E M B E R 2016

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DIGITAL MEDIA OF THE YEAR

GOOGLE

Taking top spot for this year’s Digital Media of the Year is Google. For Google, the consumer journey is one which has changed over the years. What used to be a predictable series of digital sessions has fractured into hundreds of user-initiated “micro-moments” where consumers can turn to the nearest device to answer an immediate need. Google’s suite of solutions aims to help marketers succeed in these micro-moments. It is based on its unique insights into consumer intent. It reaches out to advertisers, publishers and developers to help them succeed in digital across different campaign types and goals. This ranges from performance-driven advertisers who are focused on clicks and conversions to brands who are focused on awareness and purchase intent, and platform partners as well as small businesses.

Some highlights this year included app ads which saw Google offering developers a complete platform across promotion, analytics, monetisation and engagement. Universal app campaigns, along with the addition of search ads in Play, aims to be a way for consumers to discover new apps at the moment they are looking for them. Google’s app installs ads across search, while YouTube and AdMob have helped drive billions of app downloads. To have a greater measurement focus, it is also investing in crossdevice measurement from online to offline to sales to help marketers measure every moment that matters. It is also shifting towards a greater SMB focus, which means it is now more committed to helping small businesses succeed online with free tools such as Google My Business.

FACEBOOK

Next in line is Facebook. With more than 19 million people on Facebook in Malaysia, it becomes essential for brands to make use of this platform and connect with them. On Facebook, Malaysians have 60% more friends than the global average and spend more time watching videos on their smartphones than people in any other country in Southeast Asia. Recently appointed head of Facebook Malaysia, Nicole Tan, said: “More than 13 million people are connected to a business page on Facebook, but despite this only 16% of advertising budgets are on digital. We are committed to helping businesses in Malaysia tap into this unprecedented opportunity to connect with today’s mobile-first consumers.” Facebook has added a number of advertisers to its client base. Leading companies such as L’Oréal Paris Malaysia, Zawara and 11street have used Facebook largely to connect with a diverse audience online.

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THE EDGE

Taking third spot in Digital Media of the Year is The Edge. Apart from providing business and financial news for readers to make better business and investment decisions, other key features of the website include stocks with momentum picked by a proprietary algorithm powered by anticipatory analytics. Others include search platforms for funds approved-for-sale in Malaysia and Singapore, based on a user’s investment criteria, listing performances of top companies listed on FBMKLCI and STI and listing performances of ringgit bond markets, which includes daily snapshots and weekly reports. Major developments in the past year saw The Edge tapping into the Chinese market by introducing articles and news in Chinese. It also launched its internet TV news segment called Edge TV which produces the following segments on a weekly basis – Evening 5, a round-up of the top five news stories for the day, developed alongside Behind the Story, a chat with The Edge journalists on the story behind their stories each week. S E P T E M B E R 201 6 | a dvert i s i ng + m a r ke t i ng 2 9

DIGITAL MEDIA OF THE YEAR

THE STAR

Taking fourth spot is The Star Online which is the result of 16 years of hard work. The Star’s last big revamp was in 2008 where it incorporated several changes aimed to make the website easier to navigate for users. It is the property of Star Media Group Berhad, formerly known as Star Publications (Malaysia) Berhad, which has been publishing The Star since 1971. The Star’s content is now available on many platforms – from the print edition to this online edition (which includes RSS) to the e-paper (tablet) as well as mobile devices to make it more accessible for readers. The online site also pushes content through its many channels and multimedia offerings such as videos and podcasts, photos and blogs, and offers marketers a plethora of platforms by combining its internet broadcasts with radio stations under The Star group. For readers on-the-go who want breaking news and business updates delivered to them, it has SMS services available via Maxis, Celcom and Digi. The Star Online and its various components – mobile or otherwise – are produced, managed, developed and contributed by the new media department as well The Star Online and the multimedia news desk teams of The Star’s editorial department.

MALAYSIAKINI

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INSTAGRAM

2016 has been a big year for the Facebook-owned photo-sharing platform Instagram, which has taken fifth spot for this category. Launched in 2010 by Kevin Systrom and Mike Krieger, Instagram provides people a way to capture and share the world’s moments. With a community of over 500 million, Instagram is one of the world’s largest mobile ads platforms. Instagram offers businesses an end-to-end advertising solution that drives real business results with a highly engaged audience. July 2016 saw Instagram rolling out its business tools which enables businesses to easily build their mobile presence on Instagram with business profiles, learn more about their content performance and audience with insights, and drive business objectives. In August 2016, Instagram also launched Instagram Stories to allow people and brands to share as much as they want to and bring their business story to life in new ways. This enabled the social media platform to continue being a place for people and businesses to connect. Globally, Instagram also decided to change its skeuomorphic app logo to a simpler and flatter design. This included an updated icon and a new set of icons for new functions such as Boomerang, Hyperlapse and Layout. Its user interface was also refreshed with a simpler more consistent design to bring an increased focus to the photos and videos of its users.

YOUTUBE

YAHOO

iPROPERTY

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DIGITAL MEDIA OF THE YEAR

DIGITAL AD NETWORK OF THE YEAR

GOOGLE AD NETWORK

The power of the Google Display Network lies in the fact it targets consumers at the right place, right time. According to its website, Google says the goal of the Display Network is simple: “To bring your message to exactly the right customers wherever they are online.” It also helps marketers to manage and track their budgets, campaigns and results and allows marketers to place ads on a variety of news sites, blogs and other niche sites across the internet to reach more potential customers. Google’s display advertising allows marketers to create all types of ads from text, image, interactive and video ads. Keeping to its promise, it places those ads on websites that are relevant to the people most likely to be interested.

INNITY

Coming in second this year is Innity. Some new clients for the company include Levi’s, Prego, Eva Air, Seven Seas, Philips, Alliance Bank and GE, among others. The company also recently introduced its “where programmatic meets creativity” initiative where it enables advertisers to buy inventory and serve high-impact ads programmatically. “Digital advertising has evolved rapidly in the last few years, and it is no longer enough to be an ad network, the network of the future needs to be one that offers deep integration between the various facets of digital advertising – data, creative, native experiences and automated buying. And Innity is firmly placed on this path to the future,” a spokesperson said.

EXPONENTIAL

Taking third spot for Digital Ad Network is Exponential Interactive. In July this year, Exponential Interactive appointed Celine Liew as country manager in Malaysia. In her new role, she will be responsible for building Exponential’s presence in Malaysia and leading the delivery of the company’s brand engagement and brand performance products in the growing Malaysian marketplace. Before this, she was the regional sales director and video specialist, advancing Exponential’s market position in Southeast Asia by increasing demand for its video products. Meanwhile, Exponential Interactive also appointed Gerard Lechau as commercial director for SEA and North Asia.

DSP OF THE YEAR

DOUBLECLICK

Google’s DoubleClick takes top spot in the DSP category. The platform helps clients to actively grow revenue across channels with real-time access to every major demand source, including Google AdWords. DoubleClick Ad Exchange’s integration with DoubleClick for publishers, multiple selling options and built-in optimisation helps marketers make the most of every impression. With DoubleClick, marketers can also close the loop between search and display. Moreover, because DoubleClick Search is an open platform, marketers can integrate third-party solutions and bring in offline and other business data for a complete view of your marketing efforts.

CTRLSHIFT

CtrlShift is a global audience-focused marketing solutions company with a strong APAC presence. Late last year, Microsoft named digital marketing company CtrlShift as its exclusive sales partner for advertising in Malaysia, Singapore, Thailand and the Philippines. CtrlShift offers inventory across Microsoft’s suite of advertising solutions across devices and platforms. Meanwhile, Serm Teck Choon, head of product, was given the additional responsibility of country head of Malaysia. The company’s overall vision is to be the primary partner for businesses looking to target, engage and grow customers through data-driven communication. It also wants to be a voice for the industry to transform the way programmatic is viewed and used.

MEDIAMATH

Over the past year, MediaMath continued to focus on developing a superior programmatic marketing technology offering for customers. At the same time, the company also looked to further build the team to provide close and timely support for clients around the Southeast Asia region. April 2016 saw the launch of MediaMath’s new marketing institute (NMI) in Asia Pacific. NMI is tasked to ensure that interested practitioners and clients’ knowledge of programmatic technologies and practices are current and relevant. MediaMath explained NMI in APAC would have a “localised approach that suits the unique cultural nuances of the various markets in the region”, starting with in-person classroom training in Singapore, and live online courses accessible by all markets.

MOBILE AD NETWORK OF THE YEAR

INMOBI

Taking first place in the Mobile Ad Network category is Inmobi. It continues to provide contextual and personalised ad experiences on mobile devices for its clients, enabling consumers to discover new products and services. Through its advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. It reaches over 1.5 billion unique mobile devices worldwide. Key findings have shown a shift towards mobile devices as mobile and tablet platforms together start to grab an even greater share of time, potentially at the expense of faster online growth in Malaysia. The average mobile web user in Malaysia consumes 7.8 hours of media per day.

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ADMOB

Second place goes to AdMob, a mobile advertising platform that can be used to generate revenue from an app. AdMob aims to bring together its best technology in a single platform to allow clients to gain more insights about their users. It also hopes to drive more in-app purchases and maximise ad revenue to make it more convenient for marketers who previously had to build their own solutions. It boasts over a million apps currently using its services, 200 billion global requests a month as well as over one million Google advertisers. Some of the clients which have worked with Admob in the past include 6waves, Blood Pressure, Bravolol, Brighthouse and Dictionary. com to name a few.

BUZZCITY

Third place goes to BuzzCity with an advertising network which offers brand owners and agencies access to a global display network of publishers. Playing on an international front, the company prides itself on its in-depth knowledge of the mobile consumer. It aims to provide marketers with clear opportunities to reach their audiences via its advertising and publisher programmes. The network also offers opportunities for publishers, developers and owners of mobile media properties to monetise their traffic through mobile internet advertising. The company is owned by a number of individual shareholders, venture capital funds and corporate investors, including OWW Partners and Exploit Technologies.

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YOUTUBE WEEK 2016

A VIDEO SAYS SO MUCH MORE THAN A THOUSAND WORDS

hey say a picture is worth a thousand words. Well, with the exponential rate that digital video viewership is growing, it appears that a video is worth a lot more than a picture or two. In 2015, ad expenditure on digital formats in Malaysia rose by 25%. According to data from Warc, mobile accounted for almost a quarter of the total. Meanwhile, digital ad spend is estimated to have reached MYR726 million in 2015, placing internet as the third-largest ad channel in Malaysia. It is no surprise, therefore, that online videos are in demand. Today, brands are quickly embracing their role as content creators. But, as with any medium’s growth, there is an increase in clutter and white noise. Brands are also looking to break out of each others’ shadow.

“One of the things we suggest is to look at what’s trending right now. What kind of content is resonating currently. Which emotions are trending,” he said. He added that internally Unruly uses its own Pulse dashboard, which provides insight into the emotional trends of video advertising, to monitor trends. Meanwhile, Kosuke Sogo, CEO and co-founder of AdAsia Holdings, said today video advertising was no longer just a way to generate awareness. The rise of interactive video platforms also means that audiences can now convey reactions and comment on videos. “The best thing about modern video advertising is that videos can be shared, delivering organic views on top of paid advertising,” he said. He added that unfortunately, a short-sighted and common practice is the use of the same video across multiple channels.

“Video is increasingly becoming an essential part of every modern marketer’s arsenal. When done the right way, video can engage more senses than text – capturing user attention and delivering the message in a memorable and meaningful way,” said Ian Forrester , global VP of insight of Unruly.

“It is vital that marketers include a call-to-action alongside online videos, be it beside the video, through re-targeting or within the video. This provides a complementary channel that drives clicks to actual outcomes rather than just vanity metrics,” he said.

He added that when speaking to clients, common client concerns that come up were usually around optimising content for mobile and figuring out the optimum length of an ad.

Despite the expenditure on digital increasing, marketers are always looking to stretch their dollar. As such, an increase of pressure has been put on agencies to create content quickly to

QUICK CONTENT ON THE RISE

YOUTUBE WEEK 2016

help brands stay competitive in a world where they need to be “always on”. BBDO Malaysia recently launched its Pulse offering, seeing how Malaysian clients were demanding faster products for smaller budget campaigns. With its main motto, “content at the speed of culture”, Pulse aims to create more content in-house around the country’s youth culture. It also aims to create more content which resemble the likes of Vice and Buzzfeed and it includes making the agency’s own internal films. Over in Singapore, JWT has also created the JWT25 which is designed to provide a more efficient and affordable solution to online video content, producing quick and engaging videos within 25 days developed by a team of Millennials with an average age of 25. The JWT25 team has also built a global network of young filmmaker experts in directing digital video content. Peter Womersley, CEO of J. Walter Thompson Singapore, said: “Clients today are increasingly looking for an alternative service to complement long-form film. JWT25 was set up to respond to clients seeking a fast, effective, high quality snackable video service for the lowest cost.” Sandeep Mark Joseph, head of strategy and digital at Zenith Malaysia, also said: “As GDP growth slows to sub 5%, and with marketing budgets under pressure, it is only natural that marketers will turn to the ‘lower cost’, more traceable medium of digital.”

AUTHENTICITY IS KEY

While stretching the dollar is key, remaining authentic is still a must. Forrester, of Unruly, added that a recent “Future Video” survey by the firm showed that 76% of viewers lose trust if an ad “feels fake”, which means it’s even more important for a brand to display credibility and self-awareness. As such, more brands are getting involved in the conversations their customers are having online. And on social media it’s often more valuable to be agile, be able to join a conversation, than to create a perfectly crafted spot. However, this doesn’t mean brands should weigh in on every zeitgeist moment. Unruly’s Future Video survey revealed that 41% of consumers like it when companies talk about trends and current events, but only if it feels real and authentic to the brand. Forrester also highlighted key ingredients to creating content that resonates with audiences. The agency outlines several pillars of advertising for brands looking to future-proof their video strategies:

UNDERSTAND YOUR PURPOSE

Clarity of purpose is key. And that goes way beyond campaign goals. Think beyond the view. Ask yourself what your KPIs of the campaign are and if the video ties into the brand’s overarching mission? In an era of radical transparency, marketing can no longer be about what is said. It has to be about what is done and explaining why things are done in a certain way. Be yourself. Authenticity is key to credibility. Trust in advertising remains

low so having an authentic brand voice has never been more important. Unruly’s Future Video survey found that 97% of internet users don’t have complete trust in advertising, while half don’t have any trust in advertising at all.

MAKE AN EMOTIONAL CONNECTION

All great ads start with a great story. Think story first, worry about format and length later. A strong emotional response drives memorability, engagement, purchase intent and many other brand and social metrics. Which emotions do you want associated with your brand? Many brands use Unruly Pulse to get under the skin of their consumers – what emotional responses are prevalent and what motivates them to engage with video content.

KEEP IT PERSONAL AND RELATABLE

Over 80% of Millennials, Gen X and Z are happy to see an ad for products/services which interest them. They want to be spoken to as equals and they want to be able to relate to a brand and understand a brand.

MAKE YOUR VIDEO SHAREABLE

Create contagious content to get your video shared across social platforms, driving valuable word of mouth and maximising your earned media and bypassing the ad blockers altogether.

DON’T BE ANTI-SOCIAL

Use polite, non-interruptive ad formats to empower consumers to share and interact. Use asynchronous page loading to make sure the content comes up before the ad.

TEST, DON'T GUESS

The price of finding the right ad has never been lower. Digital enables a real-time feedback loop so that the guess work is taken out of campaign asset creation. No longer do we need to guess if the 20 second or 1 minute video will work better. Why not release both and let your target audience tell you, then double down on what's proven to resonate? Same for formats, want to know what will work best on mobile, launch, test and reiterate. Advertising + Marketing magazine is the official content partner of YouTube Week 2016.

EVENTS

IS YOUR LOYALTY PROGRAMME MILLENNIAL-PROOF? Millennials are seen as a finicky bunch. They run after the best deals and the quickest offers and employers are always complaining it is hard to retain them even in the workplace. So the natural conclusion is, that as consumers, they must be just as difficult to retain, right? Well maybe not. According to a study by Adroit Digital, 64% of Millennials are more brand-loyal or as brand-loyal as their parents. The study adds that as marketers look forward, they can rest assure this generation demonstrates strong brand loyalty. At a recent roundtable conversation hosted by data-driven marketing and loyalty analytics company Aimia, marketers said their biggest challenge going forward was targeting the mobile and digital generation of Millennials. Cards and loyalty points, they said, were fast becoming obsolete. Many at the table were also playing around with digital systems to embrace the contactless payments and loyalty industry. Jessica Ng, chief customer officer at Watsons Personal Care Stores, said the younger demographics today had a different expectation when it came to loyalty and they no 3 6 a d verti s i ng + marketi ng | S E P T E M B E R 2016

longer were holding on to physical cards. She added the new breed of spenders, which are the Millennials, have a completely different expectation of loyalty. Moreover, many see most retailers as offering almost the same deals, and as such, the services to them become rather generic. This might be a problem in a world where many are moving towards more personalised services and deals. “As smartphone penetrations increase, we are also moving into mobile and digital strategies and looking to create loyalty programmes for those platforms. A lot of us marketers are now starting to have the conversation around whether or not we should have our loyalty experts housed internally or outsourced,” she said. She added that ultimately even with personalisation being put in place, your programme has to tie back into your DNA and brands need to stay true to their identity with the offers they create for their customers. Loyalty, as such, is not just for one person to handle, but rather has to be a company wide initiative and tied back in with your company’s value proposition. Nicco Tan, vice-president of

social media at Genting Malaysia, echoed similar sentiments saying that a mobile-first thinking is necessary especially for traditional companies. “We need to think mobile first and ensure a great experience on the device and on location to make ourselves memorable. I don’t think we are far off from a machine-driven stage to start personalising. When you are personalising that’s when you will get personal,” he said. Tan added that brands must, in fact, embrace technology with an open mindset. Many a time, he added, the biggest barriers

Date: Thursday 28 July 2016

Venue: Tanzini@ GTower

Sponsor:

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EVENTS

Rezwana Manjur Editor A+M magazine

Chen Peng General manager Aimia

Pravindran Sadananthan Client and business development director Aimia

Nicco Tan Vice-president of social media Genting Malaysia

Justin Wong Head of business intelligence and loyalty Tune Talk

Teh Wei Seong Head of marketing communications, planning and insights Citibank

Jessica Ng Chief customer officer Watsons Personal Care Stores

Szu Ann Lim Head of usage and loyalty cards marketing Maybank

Wong Siew Lai Vice-president, marketing communications 11street.my

Andrew Gnananantham Chief marketing officer Lazada Malaysia

to technology was the mindset and acceptance of tech from senior leaders. “Nobody wants to rock the boat,” he said. Agreeing with him was Chen Peng, general manager at Aimia, who said it was all about having the right mindset. “Statistics and data have been around for over 20 years, but only in recent years have they picked up speed. Why is that? Probably because today we realise there is a need for a new way of doing marketing,” he said. Added Geraldine Dreiser, vice-president of marketing at YTL Hotels & Properties Malaysia: “Digital adoption can’t be avoided; it is the way to go forward.” She said for her company one challenge was remaining relevant to the older generation while ensuring the company was seen as “aspirational” to the younger ones. As such, there is a need to find the balance between adopting technology and imbuing it with traditional marketing. The cost of data Budgets and stretching the dollar are always 3 8 a d verti s i ng + marketi ng | S E P T E M B E R 2016

Susan Lee Head of activation, partnership and regions Maxis Communications

Leonard Lee Director of business development and marketing Berjaya Times Square Hotel Kuala Lumpur

a concern for everyone. But loyalty doesn’t need to be expensive. Consumers today are ready to share huge amounts of data for recognition and sometimes, just plain and simple bragging rights. “Loyalty to Millennials is a lot of times about bragging rights,” said Aimia client and business development director, Pravindran Sadananthan. He added the Gen X folk are far more practical and for them the point or discount system means

Geraldine Dreiser Vice-president, marketing YTL Hotels & Properties Malaysia

the saving of actual dollars. For Gen Ys, getting them to share their interest or information is easy if you incentivise correctly. “They will share their information if you can reward them with something as simple as changing their social media profile pictures. The right incentives will cost you zero dollars in acquiring data,” he said. But acquiring more data itself is a balancing act. While brands and companies may aspire WWW. MARK E TING-IN TE RAC TI VE . C OM

EVENTS

to get more data and understand customers, they must not make the acquisition of the data process prohibitive. “Chances are if your company is asking 20 different questions at the start itself, Millennials will turn away. Instead allow them to grow with you over time and give them a treat for every time they share more info with you,” Sadananthan said. But in Malaysia, gaining consumer data is not easy because of issues such as fraud and third party data collectors asking for information. Szu Ann Lim, head of usage and loyalty cards marketing at Maybank, said despite understanding the benefits of data exchange, for industries such as banking and telcos it is a lot tougher to gather the data of customers because of security issues. “In the Malaysian market, there are a lot of cases of pseudo SMS’ which has led to consumers becoming more conscious of their data sharing practices,” Lim said. As such, customers want to share only the necessary information and nothing more. “People do get paranoid if they receive calls

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from banks,” Lim said. Overall security is still an issue and abuse of information is still prevalent in the market. Agreeing with her was Susan Lee, head of activation, partnership and regions at Maxis, who said the telco business faced a similar issue. At Maxis, she said the customer management team handles the data and cleaning up the data to ensure the right campaigns and promotions are launched. 11street.my’s vice-president of marketing communications, Wong Siew Lai, added this data coupled with technology would ultimately lead to creating “micro-moments” which she believes is the next frontier for loyalty. “Tech that is important that will help you slice and dice and use that along with the human touch to make it relevant. I think for us it is going to be about going horizontal, vertical and 360,” said Wong. Service is key According to the same survey, 55% of young shoppers said that a recommendation from a friend was one of the strongest influencers in

getting them to try a new brand. Ultimately that means your product needs to be spotless. This was agreed by all participants at the roundtable. Justin Wong, head of business intelligence and loyalty at Tune Talk, said that in the digital era, with social media and the world being “always-on”, brands have been stripped naked. He also added the loyalty outlook seemed challenging and thinks the 80/20 rule of 20% of your consumers giving you 80% of your business will slowly drop to 70/30 and slide even further. As such, more than ever brands need to offer great services. “The key to loyalty ultimately is to have those little personal touches,” said Leonard Lee, director of business development and marketing for Berjaya Times Square Hotel Kuala Lumpur. “If we know what our customer likes and we go out of our way to provide that for him or her when they are in our premises, then it is more likely they will return and stay with us,” he said. Andrew Gnananantham, CMO of Lazada, said there was a fundamental difference between loyalty and loyalty programmes. “Loyalty is a function of people loving and trusting you brand, products and services. At the end of the day, it doesn’t matter how attractive your loyalty programmes are if people don’t fundamentally think you have a good service. Without good service, loyalty doesn’t exist and loyalty programmes then don’t matter,” he said. According to Chen, Malaysia is one of the most mature markets in terms of loyalty programs. “There is more consumer demand for points and rewards in Malaysia than other countries in the region. Hence, a points and rewards program is a baseline requirement from the market rather than a competitive advantage. How you use the data collected from the loyalty program to drive business decision making and customer engagement is what differentiates the leaders in this category.” S E P T E M B E R 201 6 | a dvert i s i ng + m a r ke t i ng 3 9

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Back with more bang than ever before, The Spark Awards this year showcased the biggest and the brightest names from the media world. Recognised as the only awards programme in the region that champions the best in media excellence, the Spark Awards this year accepted entries not only from media owners, but also from digital publishers and ad technology solutions providers. Check out all the glitz and glamour from the 2016 awards show in this special edition.

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S E PTE MB E R 2 016 M ARKE TI N G 3

BEST IN SHOW

OVERALL Media owner: BBC Global News Campaign: NIL

BBC SHINES BRIGHT AT THE SPARK AWARDS 2016 In front of more than 250 people, BBC Global News took the top title of Best in Show at the 2016 Spark Awards for media excellence held at the Four Seasons Hotel Singapore. The media giant walked away with the prize after securing three gold awards in the categories, Best Event by a Media Owner; Best Programme Promotion; and Best Insights and Research Project by a Media Owner and one silver for Best Media Solution – Social Media. The Spark Awards, now in its third edition, celebrates Southeast Asia, South Asia and ANZ’s best media solutions, products and services from media owners, publishers and ad technology companies. Campaigns that helped BBC Global News over the line this year included “BBC Football Connect”, an event which brought together media agencies in Mumbai for a Friday football tournament as a way to engage media planners and buyers in a fun atmosphere. Also in the mix was “The Science of Engagement”, a unique research project led by BBC Storyworks, which involved facial recognition and tracking of over 5,000 international news consumers to understand their emotional responses to content marketing. Tied in a very close second was Astro Radio and ABS-CBN Corporation. Astro Radio showed that traditional still 2 a d verti s i ng + marketi ng | S E P T E M B E R 2016

has what it takes by bagging three gold awards for Best Creative Team; Best Media Solution – Integrated Media; and Best Media Solution – Radio; as well as a bronze for Best Media Solution – Radio. Its campaigns included a user-generated content idea for the Tsubaki hair product brand, a reality road trip campaign for Merdeka (Independence Day) and Petronas, and more. Meanwhile, ABS-CBN Corporation had an impressive trophy haul for clients that included Unilever, McDonald’s and the Philippine Star which consisted of two gold for Best Media Solution – Social Media and Best Use of Branded Content by a Media Owner; as well as two silver for Best Acquisition Team and Best Media Solution – Integrated Media; and a bronze for Best Media Solution – Experiential. Sociomantic Labs also impressed the judges with its mobile campaign to help Indonesian shopping app and marketplace Bukalapak understand and re-engage its idle app users by implementing the programmatic solution AppKit. “Media planning has gone mainstream in the best way possible. Members of the public today are their own media planners and this has pushed marketers to think and dream bigger. To do so, marketers are turning to their media partners to come up with new out-ofthe box ideas. That is precisely why we have The Spark Awards – to celebrate the creativity

of those who dare to challenge the boundaries of the media industry that much further,” said Rezwana Manjur, editor of A+M magazine. Added Soren Beaulieu, publisher of A+M magazine: “The entries this year really exemplified the very real challenges ‘traditional’ media owners are facing. At the same time, it was impressive to see how many of them refuse to stand still, and are reinventing themselves despite massive changes in media consumption trends. BBC Global was able to take home the Best in Show award by adapting and thriving.” The senior jury of 24 influential agency and media experts had a tough job this year as many media owners were tied on 10 points according to the awards’ exponentialweighted point system, meaning four points were allocated for gold, two points for silver and one point for bronze. This included Opera Mediaworks, Moving Walls, GMA Network and Clear Channel Singapore. Other high scoring winners of the night were Media Prima Television Networks, iflix and RadiumOne, Mediacorp OOH Media, Singapore Press Holdings and Star Media Group. 2016 marked a record involvement in the awards with many new entrants from countries such as Indonesia and Australia. The Spark Awards was supported by partners AdParlor Asia Pacific, Cellarmaster Wines, Graphiss Productions and Peroni. WWW. MARK E TING-IN TE RAC TI VE . C OM

BEST MEDIA SOLUTION â&#x20AC;&#x201C; CONTENT AMPLIFICATION

GOLD

SILVER

Media owner: Spotify Campaign: Spotify Emerge

Media owner: plista Australia Campaign: plista Native Recommendation Solutions

BRONZE Media owner: Innity Campaign: Innity Social Hub

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BEST SUBSCRIPTION STRATEGY

GOLD

SILVER

Media owners: iflix and RadiumOne Campaign: Unlocking sharing data to drive iflixâ&#x20AC;&#x2122;s first million subscribers

Media owner: The Business Times Campaign: The Business Times All-in-One Package Campaign

BRONZE Media owner: The New Straits Times Press (Malaysia) Campaign: FullAMark

18 a d verti s i ng + marketi ng | S E P T E M B E R 2016

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S E P T E M B E R 201 6 | a dvert i s i ng + m a r ke t i ng 2 1

JUDGES Chito Jusi Managing director, APAC Aviator at Kinetic Worldwide

Gladys Basinillo Chief executive officer Carat Philippines

Angelito Pangilinan Chief executive officer Dentsu Aegis Network Philippines

Dew Intapunya Managing director Ensemble, IPG Mediabrands Thailand

Girish Menon Chief executive officer GroupM Malaysia

Edward Thesiger Chief executive officer GroupM Vietnam & Indonesia

Agnieszka Aga Giedroyc General manager Havas Media Asia Pacific

Andreas M. Vogiatzakis Chief executive officer Havas Media Group Malaysia

Joe Lee Managing director K-Gic

Dujduan Didi Sornmani Managing director Maxus Thailand

Connie Chan Managing director MEC Global Solutions (APAC)

Neal Estavillo Managing director MediaCom Malaysia

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Pathamawan Sathaporn | Linda Managing director Mindshare Thailand

Margaret Lim Managing director OMD Malaysia

Rajat Basra Chief executive officer OmnicomMediaGroup Indonesia

Vivian Yeo General manager Performics Singapore

Jimmy Lim General manager PHD Malaysia

Fan Chen Yip Chief executive officer Posterscope Malaysia

Stanley Clement Jeganathan Managing director Rallyworldwide, a company of IPG Mediabrands

Atipol Ithivatana Chief executive officer Starcom MediaVest Group

Sri Ayu Abdullah Media director The Media Shop

Jennifer Yean General manager Universal McCann

Duncan Pointer Regional managing director, APAC Vizeum Singapore

Jason Tan Head of strategy Zenith Singapore

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S E P T E M B E R 201 6 | a dvert i s i ng + m a r ke t i ng 2 3

SEPTEMBER

2016

THEY ARE THE BRIGHTEST AND THE BOLDEST IN THEIR INDUSTRY – THE MEDIA OWNERS WHO KNOW HOW TO IGNITE THEIR AUDIENCES’ PASSION. HERE IS A TRIBUTE TO THEIR SUCCESS STORIES.