Marketing Magazine Singapore - September 2016 by Marketing Magazine Group

ED’S LETTER

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Editorial Rezwana Manjur, Editor rezwanam@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 Johnathan Tiang, Team Lead johnathant@marketing-interactive.com Ee Kai Li, Account Manager kailie@marketing-interactive.com Erica Loh, Account Manager erical@marketing-interactive.com Nadiah Jamaludin, Account Manager nadiahj@marketing-interactive.com Ong Yi Xuan, Trade Marketing Executive yixuano@marketing-interactive.com Advertising Sales - International Sara Wan, Senior Sales Manager (Hong Kong) saraw@marketing-interactive.com

This 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 (#fangirl moment). A maverick of sorts, Jay believes that in today’s world, a good creative needs to be a good strategist as well. The vice versa is also true, he says (read his full profile on page 18). So, while the struggle between the “mad man” and the “math man” continue, ultimately both are needed in equal doses to solve a business problem, he explains. Call me biased, but one medium that I think has utilised both “math” and “mad” is print. The medium has proven itself hardy with local publishers coming up with innovative ways to keep the content of their magazines fresh. They look to constantly give their magazines a new boost of life by marrying it to the world of digital (check out page 22 for the complete list of top magazines locally).

Despite all the talk of print publishing being a sunset industry, publishers have proven otherwise. Because of this special spark and fighting spirit, my love for the print medium burns bright. Speaking of spark, you might have noticed this month we have a very special double edition. In its third year, The Spark Awards blew us away with the amount of bold work presented from across the region (page 37). The clients, mediums and methods of execution might have been varied, but all our winners displayed tremendous creativity. They inspired us and 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 Marketing team. I hope you enjoy reading the edition as much as we enjoyed putting it together.

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 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 Marketing is published 12 times per year by Lighthouse Independent Media Pte Ltd. Printed in Singapore on CTP process by Sun Rise Printing & Supplies Pte Ltd, 10 Admiralty Street, #06-20 North Link Building, Singapore 757695. Tel: (65) 6383 5290. MCI (P) 122/01/2016. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketing-interactive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Singapore office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 198755 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd 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 Marketing magazine, go to: www.marketing-interactive.com

Rezwana Manjur Deputy editor

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

THE CREATIVE SPARK WITHIN

CONTENTS

4 A MONTH IN NEWS A round up of a month of news from Singapore and the region. 13 DIRECT MAIL CASE STUDY: A ‘BEAUTY FULL’ BOX Hitting up your consumers directly and personally helps in establishing a bond. Take a look at how Buro 24/7 reached out to local influencers.

16 CAN POKÉMON HELP TOURISM AND RETAIL? Will Pokémon benefit the tourism and retail industry in Singapore in the long run? Vivienne Tay explores. 18 PROFILE: JOHN JAY, FAST RETAILING’S PRESIDENT OF GLOBAL CREATIVE John Jay shares with Rezwana Manjur stories from his past and the challenges he faced in his journey to the top.

22 MAGAZINE OF THE YEAR A look at how some of Singapore’s top magazines across numerous categories are keeping their Fast Retailing’s John Jay shares his views on creativity and strategy.

content fresh.

32 DIGITAL PERFORMANCE MARKETING With the rise of ad-blocking and ad fraud, marketers are now far more wary of the world of digital. We discuss some of the challenges in the field.

37 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.

22 16

KEY TAKEAWAYS: >> Why the best strategists today still need to think creatively. >> The evolving role of magazines in the digital era. >> How the biggest media players are still grabbing eyeballs today. 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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ON THE COVER: Photography: Edwin Tan — Lumina (www.animulstudio.com)

SCAN TO SUBSCRIBE!

NEWS

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

Singing out loud and proud StarHub released a special rendition of the national anthem, Majulah Singapura, sung by 51 Singaporean mothers to celebrate the nation’s 51st birthday. The Majulah Mums music video was StarHub’s latest in a series of National Day campaigns to promote inclusiveness and togetherness in the nation. The music video also re-enacted some of the mothers’ stories, featuring the mothers themselves.

PHD wins again Mount Faber Leisure Group handed its media business to PHD Singapore following a pitch. PHD Singapore has held the account since 2014 and the scope of work includes media strategy, planning, buying and harnessing digital platforms. The agency has worked with Mount Faber Leisure Group over the past two years to enhance its new brand position as a casual and vibrant hilltop destination. 4 M A R K ET I N G SEP T EMB ER 201 6

Focusing on research The Market Research Society Singapore (MRSS) inked a memorandum of understanding with NTUC to launch the MRSS Illuminator 2016 programme. MRSS’ president Joan Koh said the programme serves to raise awareness and create interest in market research, connect young bright minds with established practitioners and partners, and build the talent pipeline for the research and insight industry in Singapore.

Exploring Singapore Changi Airport Group and the Singapore Tourism Board launched installations and visual treats across its three terminals throughout Changi Airport. The showcases are designed to encourage visitors to explore Singapore in and beyond the airport. The iconic background options include Gardens by the Bay and Merlion Park as well as Changi Airport’s control tower and Kinetic Rain art installation. OutReach expands business Media OutReach expanded its business in the region with the opening of a new office in Singapore and the signing of AsiaOne as a strategic content partner. Jennifer Kok, founder and managing director at Media OutReach, said the new office would better service its growing clients in Singapore. She added the company would continue to open new offices and form strategic sales partnerships in Asia Pacific.

A new offering Singtel launched Singtel Newsstand, a service that offers digital subscriptions to a wide range of international and local newspapers, plus the magazines. One of the features include allowing Singtel’s postpaid mobile users to enjoy access to the world’s best news, business and lifestyle coverage and analysis, as well as podcasts and videos, without drawing down their local mobile data allowance. FWD appoints Vizeum FWD Singapore appointed Vizeum as its media agency. Vizeum will help drive media planning and buying strategies across multiple mediums and platforms in the country. FWD, which is the insurance arm of Asia-based Pacific Century Group, has an extensive regional presence in Asia and provides insurance solutions and a service-oriented experience for its customers across the region.

New business tools Instagram rolled out Instagram business tools in Singapore to assist the business community in getting more out of their experience on the platform. Instagram said with more than 200,000 advertisers now on its platform – more businesses are looking for ways to stand out to customers.

Interactive times Singapore-based Ksubaka launched an interactive in-store engagement campaign in the CRV, Wumart and MerryMart retail stores in China for Friso Gold. In-store shoppers will be led to a Friso Gold interactive experience aimed to inform mums that Friso helps prevent heat and constipation in babies. The campaign was provisioned overthe-air to 231 Playspots across the three retail stores totalling 37 branches within the Ksubaka media network.

New data-centric plans Singapore-based digital telco Circles.Life opened its online shop touting its data-centric plans, one being an unlimited bonus data offer for current and potential customers. Circles.Life’s service and operations are entirely online, without any physical stores. Since its operations are virtual, it also leases its mobile network capacity from incumbent telco M1 to make up for a lack of physical networks. A new challenge Singtel Group launched “The 5-Min Video Challenge” as part of efforts to drive content innovation in all of its markets. The competition is a joint initiative by associates within the group, comprising Singtel, Optus, AIS, Airtel, Globe and Telkomsel. Winning content will be distributed to more than 600 million customers across the group. The short video is ideal for audiences accustomed to viewing content on mobile devices. WWW. MARK E TING-IN TE RAC TI VE . C OM

NEWS

Eyeing the Chinese market Raffles Medical Group injected SG$1 billion into its efforts to set up hospitals and clinics in Asia, including the Singapore market. SG$600 million of the total budget will be used to develop its regional growth, especially in China, where an increase in demand for healthcare is expected due to government reforms and the onset of an ageing population. This will be done over the next three years. A virtual showroom PropertyGuru Singapore launched a virtual showroom experience to the public at three roadshows island-wide using Mediacorp OOH Media’s 14-foot experiential truck. As part of PropertyGuru’s “Great Singapore Specials”, the campaign brought the virtual reality showroom inside the truck to the public during three islandwide roadshows located at One Raffles Place, Century Square and Jurong Point.

Speaking the right language British Council Singapore appointed Asia PR Werkz to handle its public and media relations. The agency will work on a retainer basis to strategise publicity plans for the educator’s young learners division and is also responsible for all local media outreach. The British Council Singapore provides English courses to deliver the same learning outcomes as the local curriculum by the Ministry of Education. It’s finally here Pokémon Go finally launched in Singapore and Malaysia on 6 August. Other countries include Brunei, Cambodia, Indonesia, Laos, Philippines, Thailand, Vietnam, Taiwan, Papua New Guinea, Fiji, Solomon Islands, Federated States of Micronesia and Palau. The game, developed by Nintendo and Niantic Labs, has been a tremendous success for Nintendo, being downloaded over 30 million times and doubling the company’s stock value.

Jetstar’s smart move Moove Media and Jetstar launched an interactive multi-sensory experience for commuters to catch renowned locations in Australia’s Northern Territory (NT), as Jetstar starts flights to the NT. Commuters passing through the Dhoby Ghaut MRT station along SBS Transit’s North East Line will be able to feel like they’re feeding “jumping crocodiles” while standing in front of a 4.28m wide by 2.85m screen.

Getting fashionable Online collaborative venture platform iFashion Group acquired Dressabelle for SG$7.5 million, in cash and shares. With four physical stores in Singapore, Dressabelle has an annual revenue run rate of SG$3.24 million. It’s also present in Malaysia and Indonesia. By joining the iFashion Group, Dressabelle will be able to expand its selection of products and form collaborations with other brands under iFashion.

INSPIRE & MOTIVATE

Drive Motivation & Performance

Build Brand Value

Drive Sales & Results

Increase Share of Wallet

Bringing the Right Experiences to your Business Solutions

CONNECT & ENGAGE

Enjoy Rewarding Experiences

Drive Customer Satisfaction

Strengthen Partnerships with Marketing & Loyalty Strategies to Connect and Engage your Customers.

CRM & PRM

Data Profiling & Analytics

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Rewards & Incentives

Aspiration for Progress & Performance

Nurture Lasting Partnerships

Web: Email: Contact:

www.edenred.com info-sg@edenred.com +65 6229 8686

7/19/2016 11:29:28 AM

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NEWS

Millennials take to online Recent research by PayPal showed that 80% of Millennials (between ages 18 to 34) in Singapore have shopped online in the past 12 months, out of which 69% have done cross-border online shopping. When shopping online, Singaporean Millennials focus on experiences that reflect their passions and interests. This is illustrated in their spending power on intangible goods such as entertainment, travel and event tickets. A local feel The Ministry of Communications and Information collaborated with Royston Tan and Tribal Worldwide Singapore for the local director’s latest telemovie, The Provision Shop. Aired on 17 July 2016, it explored the theme of social adjustment and the initial discomfort, latent angst and eventual joys of embracing diversity in a multicultural Singapore. The main cast included actors such as Marcus Chin, Brandon Wong and Cui Yang.

A billion reasons to be happy BillionBricks launched a video showcasing its extreme weather tents called winterHYDE, which are easy to put together and made to protect users from harsh winters. The company, which worked with Happy Marketer for its digital strategy, received a pleasant surprise when Hollywood celebrity Ashton Kutcher shared the video on Facebook which made it go viral. Kutcher’s post has amassed more than 3.5 million views to date. 6 M A R K ET I N G SEP T EMB ER 201 6

CapitaLand makes its move CapitaLand was quick to roll out #PokemonSTAR following the launch of Pokémon Go to cheer on Pokémon trainers. From 6 to 10 August, members of Capitastar, CapitaLand’s multimall, multi-store cashless rewards programme, were rewarded with over two million STAR$ through its snap-and-reward Instagram activity. Participants could win daily STAR$ rewards from two bonus stages – the #PokemonSTAR of the day challenge and the #CatchEmAllAtCapitaLandMalls grand bonus.

Olympic gold for Mediacorp In a sudden turn of events, Mediacorp announced an 11th hour deal with Olympic Games rights holder Dentsu to broadcast live the Rio 2016 Olympic Games daily from 6 August to 22 August. This followed a furor over earlier announcements it would only provide a raft of programmes featuring daily highlights, delayed telecast of selected events and coverage of the opening and closing ceremonies.

Leaving boring behind Hotel Jen rolled out a “Leave Boring Behind” campaign to encourage travellers to seize the day, meet the locals and explore the city during their stay at one of the 10 Hotel Jen properties in Asia Pacific. The packages include a specially chosen activity to entice jet-setters to delve deeper into a destination. Key markets for the campaign include Malaysia, Singapore, Maldives, Australia, China and Hong Kong.

Skye high Singapore Airlines awarded its social media businesses to Beijing-based Skye Media following a multi-agency pitch. Skye Media, a social media agency focusing on the Mainland China market, will be tasked with handling full-service social media duties for the Singapore Airlines and SilkAir brands, including strategic, planning, daily content publishing, campaign management and daily monitoring duties across social media platforms in China.

Growing push Changi Airport Group appointed Growmint as its digital creative agency of record to strengthen its marketing efforts in Indonesia. The account covers developing Changi Airport’s marketing strategies in Indonesia and maximising its business performance. Growmint’s creative director Aldy Dewandhana said he believes its creative ideas will help expand awareness of Changi Airport in Indonesia, and to focus on maximising the performance of the company’s business.

A textbook partnership Qoo10 appointed Text100 as its public relations agency. Qoo10’s parent company is Giosis Singapore, a joint venture company formed with eBay. With this, Text100 will have to raise Qoo10’s profile across its wide range of demographics, especially Millennials. Jacob Yu, brand manager of SEA BD (unit) at Giosis Singapore, said it was impressed with Text100’s industry knowledge and contacts, especially with its B2C and B2B PR experience.

Govt takes to the arts The National Gallery Singapore appointed Govt Singapore as its creative agency. The first major exhibition Govt will embark on will be the Iskandar Jalil: Kembara Tanah Liat (Clay Travels), which will open on 1 September. The gallery previously worked with M&C Saatchi to launch its first nationwide campaign – “My Masterpiece” – in the lead-up to its official opening in late 2015.

New adventures Singapore’s lifestyle and social dating platform Paktor raised US$10 million in its latest funding round. The fund will be used to fuel its expansion plans into North Asia markets and to strengthen its Southeast Asia position. This includes boosting the sales and marketing efforts in Indonesia. It will also invest in online to offline services in its seven markets: Singapore, Malaysia, Indonesia, Vietnam, Thailand, Taiwan and Korea.

New sports format WPP’s branding and design agency Brand Union Singapore (BUS) partnered with the International Table Tennis Federation to develop a new format for the sport. BUS will have to mastermind a completely fresh take on table tennis, including creating an overall brand experience to drive youth participation. The new format, Table Tennis X, was announced on the opening day of the Rio 2016 Summer Olympics. WWW. MARK E TING-IN TE RAC TI VE . C OM

NEWS

Iris' thirst for Chang Beer Iris Worldwide expanded its relationship with Chang Beer which will now cover the Singapore market. The agency is set to embark on a series of global activation initiatives for the iconic Thai brand. With the new partnership, Iris’ first campaign for the leading Thai beer was called “Chang Sensory Trails” which is a multi-sensorial playground built to create new memories around the iconic flavours of the Thai beer.

Kicking off new partnerships Singtel signed up three returning sponsors for its TV’s Premier League seasons 2016/ 2017. The agreement is signed under Singtel Media with presenting sponsor OPPO, main sponsor NTUC Income and co-sponsor Alpecin Caffeine Shampoo. All three sponsors are coming back for another round following successful campaigning during the 2015/2016 season – which reached target audiences with the correct messaging and shifting brand parameters positively. A premium service Viu launched a premium subscription service with Singtel where viewers can download unlimited content. Viu premium subscribers also get to watch the latest Japanese and Korean dramas, plus popular Korean variety shows with limited ads. Meanwhile, Viu freemium users will continue to have free access to its huge Asian content. The company has seen tremendous growth in Hong Kong, Singapore, Malaysia, India and Indonesia. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

The right click Hong Kong-based iClick Interactive Asia has inked an ad partnership deal with Singapore Press Holdings (SPH) to become its in-feed video ad-serving partner across its wide-reaching range of apps. The partnership’s first campaign in July was for a Hong Kong client on The Business Times app. Iclick Interactive’s MoTV solution, serving highdefinition native mobile video ads, will be rolled out across other premium SPH apps.

Strength in numbers Sports media property ONE Championship entered into definitive agreements in a consortium led by investment firm Heliconia Capital Management, a wholly-owned subsidiary of Temasek Holdings. ONE Championship hosts mixed martial arts (MMA) in Asia featuring top Asian fighters. With this partnership, MMA stands to gain a fair amount of traction and funds to boost its content offering through live events and broadcasts, regionally and globally.

A playful time Sony Interactive Entertainment appointed TBWA\Singapore to handle its PlayStation 4 (PS4) regional brand campaign. The campaign scheduled to launch later this year will run across Southeast Asia. With this, Sony hopes to boost PlayStation’s brand awareness and appeal by showcasing PS4’s wealth of gaming and entertainment capabilities. The latest PS4 has an increased emphasis on social interaction and integration with other services and devices.

The film “Train Pulling into a Station” causing hysteria among the audience is a popular myth in the world of cinema

In 1895, the Lumière brothers held the first paid public screening of films in Paris kickstarting the Golden Age of cinema Hollywood became the world’s ‘film factory’ in the 1920s due to the effects of WWI on the European film industry - producing up to 800 films annually

Asian cinema rose to prominence in the 1950s on the back of a stagnating Hollywood studio system

In 2015, box office earnings in China surpassed the U.S., signalling a geographical shift in the popularity of film in the world market

Insight Worth Sharing. www.kadence.com/share

US • UK • India • Singapore • Indonesia • Vietnam China

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NEWS

Coke appoints Ogilvy Coca-Cola appointed Social@ Ogilvy as its social media agency for the ASEAN region, Marketing 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. 8 M A R K ET I N G SEP T EMB ER 201 6

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. Marketing 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 in-house 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.

What is perfection? As part of its “Be More Human” campaign, Reebok released a spot featuring famed mixed martial artist Ronda Rousey called #PerfectNever. It celebrates the perfection of imperfection to inspire self-betterment. The poignant video captures Rousey transitioning from a photo studio to her training ground as she removes her fake eyelashes, hair extensions and lipstick. The video sees her commenting on the idea of perfection and her rejection of it.

Reality check Auckland City Mission launched a 360-degree video experience, “The Harsh Reality”, that drops the viewer into a series of confronting vignettes, shot from the perspective of one of Auckland’s homeless. Created to kick-start Auckland City Mission’s 2016 Winter Appeal, the experience highlights the terrible conditions facing Auckland’s homeless, but also forces the viewer to see through the eyes of a rough sleeper. A foxy move Mondelez International partnered with Fox Networks Group for a new ad format centred around innovation and content cocreation. The candy maker will also leverage Fox Networks Group’s advanced ad formats on streaming and video-on-demand platforms and a push on branded content with the first element set to go live on Fox featuring world-renowned skydiver Luke Aikins jumping from 25,000 feet with no parachute.

HOW MUCH DOES THAT COST?

UP, UP AND AWAY

Singapore Airlines partnered with Mediacorp OOH Media to create a contest involving a 3D hot air balloon at bus shelters. This is in conjunction with new flight routes offered by the national flight carrier, including the Singapore-CanberraWellington route. The creative and media agencies involved were TBWA and ZenithOptimedia respectively. To raise awareness of the new routes and Canberra as a destination, the campaign curated experiential moments that travellers can enjoy when they are in Canberra. The 3D

hot air balloon was installed on a 6-sheet panel, representing one of the key attractions in Canberra. Four such creative panels were located at Orchard Road, Paya Lebar, Anson Road and Ang Mo Kio and about SG$25,000 was spent on the initiative. The ad panels were also integrated with a contest whereby members of the public were able to select any of the four moments – family, tranquil, thrilling and indulgent – along with a phototaking opportunity with the 3D hot air balloon panel.

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NEWS

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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AUDIT WATCH

A CLUB FOR CUSTOMERS

POPClub is a quarterly publication which is distributed at all popular retail stores, complimentary for members and purchasable for non-members. It has an average net circulation of 130,365 and is being audited by the Audit Bureau of Circulations Singapore (ABC) with help from Ernst & Young. The objective of the magazine is to engage and reward its members better. Hence, the focus of the magazine is on establishing new

Behind the scenes Heineken netted Taiwanese actor Chang Chen as its first Chinese spokesperson, aligning with the brand’s 2016 global marketing campaign “There’s more behind the star”. Starring Chen, the 15-second TVC was filmed by Taiwanese director Monghong Chung, while Hong Kong photographer Wing Shya was responsible for some of the print ads. Tech tie ups Technology company Lenovo appointed Cohn & Wolfe’s unit Y&R PR as its PR agency in Hong Kong following a three-way pitch. Marketing understands the decision follows a pitch which began in July. The newly appointed agency is tasked with handling Lenovo’s enterprise and consumer products and datacenter solutions PR duties from August onwards.

partnerships and garnering better and more benefits for members. “A circulation number is often a key point of inquiry from new partners, and can instantly give a good indication of the platform’s reach. The audit, in this case, lends credibility to the magazine and in turn, gains the trust of partners, and allows us to obtain better rewards for our members,” a spokesperson said. Each auditing conducted for POPClub is valid for a period of two years, and it can choose to do so again in 2018.

Gaining influence Mobile adtech company Glispa Global Group launched Voltu, a performance-led social influencer network for mobile acquisition. The new offering will connect advertisers with influential content creators worldwide in order to drive app installs, brand awareness and engagement. Voltu’s technology platform leverages the same power behind Glispa’s enterprise-scale platform. Capturing happy moments Lindeman’s and J. Walter Thompson Melbourne have searched the world to discover what makes people smile in a new campaign that features universally relatable stories of friendship and positivity. The campaign provided a snapshot of people from all walks of life, capturing candid interactions and the moments that made them smile. It was shot in four locations – London, Stockholm, Guangzhou and Sydney – by internationally renowned photographer, Sophie Ebrard. S E PTE MB E R 2 016 M ARKE TI N G 9

NEW WORK .................................................................................................................................................................................................................

1 Campaign Better Beckons Brief Beringer Vineyards launched the second phase of its global campaign in Southeast Asia. The campaign comprises influencer engagement, social media activations, digital ATL as well as on-ground in-store initiatives. It has been steered by the brand’s promise of a better wine experience and the campaign’s initial stage featured a highly successful collaboration with famed Instagram influencers Murad and Nataly Osmann. Client

Treasury Wine Estates

Creative

J. Walter Thompson

Media

The Social Team

2 Campaign We help make a difference Brief To heighten awareness of how the company makes lives of people a little better each day, Bosch launched a three-year multi-channel branding campaign. The spot connects audiences to how Bosch’s diverse portfolio of products and solutions is invented for life. Client

Bosch

Creative

FCB/Happiness Saigon

Media

OMD

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3 Campaign NTUC Social Enterprises “All for Good”.

Good comes in more ways than one. We’re a collective made up of many social enterprises, serving many different purposes, for one good reason. You. Find out more about all the good we do at ntucsocialenterprises.sg

We’re all for good

Good value every day

Together, we’re keeping daily essentials affordable.

Stay in good health

Be in good hands

Together, we’re providing care and support when you need them most.

Together, we’re helping you eat and live better.

NTUC SOCIAL ENTERPRISE

NTUC HEALTH IDENTITY/LOGO

Good progress through life

Together, we’re offering better opportunities for lifelong learning.

Brief The campaign aims to get Singaporeans to recognise that NTUC has a group of social enterprises with a purpose to make a meaningful difference. It is comprised of broadcast, print, OOH, digital and below-the-line mediums, including a revamped corporate website. Digital activation included a series of videos depicting life in Singapore to tie in with NTUC Social Enterprises.

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PANTONE

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Pantone Cool Grey 10C 0C 2M 0Y 60K COLOUR MODE >>

CMYK

C.85 M.20 Y.35 K.10

C.60 M.00 Y.95 K.00

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RGB/WEB SAFE

#008C97

11th AUG 2014

#70BF4B

Client

NTUC Enterprise Co-operative

Creative

TBWA

Media

OMD

4 Campaign This is TV without equal Brief Samsung’s latest spot moves the traditional focus of the TV and its features to the viewers’ reactions – to highlight the SUHD TV’s range of quality and immersive viewing experiences. The campaign runs across selected markets in Asia Pacific on digital and social media channels.

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Client

Samsung Electronics Southeast Asia and Oceania

Creative

Iris Worldwide

Media

Starcom

SUBMISSIONS PLEASE SEND US YOUR BEST NEW WORK REGULARLY IN HIGH-RES JPEG OR PDF TO BE CONSIDERED FOR THESE PAGES. EMAIL REZWANAM@MARKETING-INTERACTIVE.COM

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OPINION: AD WATCH/WEB WATCH

Ed Cheong Executive creative director Iris Singapore

AD WATCH HOT: Jetstar

NOT: Scoot

Compared with the piece by Scoot, budget airline Jetstar showed that being more thoughtful goes a longer way. The idea of a flying book exchange is truly simple and sincere. These days when fewer folks are actually reading, it makes perfect sense for the national library to partner with an airline. It’s a win-win for both. Seeing that folks actually peruse those in-flight magazines to kill time – in a way, you know you have a captive audience ready for some reading. Apart from the ease in execution, a good idea also sparks new ideas. Imagine a book reviewed by a complete stranger that just sat in your seat, or maybe even, books tailored to the duration of the flight. In this ever digital and anonymous world, this idea feels more real than ever. So, kudos to the team behind the idea. Not all ideas have to be baked in innovation to be sweet.

I really wanted to like this piece as it started with the best of intentions, and I do like the brand. However, the insight that led to the idea was lazy and way off the mark. Dads aren’t less loved compared with mothers. It is just harder to express your affection for the big guy. Aside from the poor insight, the piece was cringe worthy as it portrayed “real” dads as pitiful souls that are absolutely unappreciated. Brands have to decide if they wish to keep it real. The worst thing that can happen is to buy into an idea baked into reality only to have it “performed” like these fathers did. Lastly, the point to the content was lost on me when, even with seemingly free air-tickets, there was no cause for joy in sight. I get that humour is the order of the day. But beware when the joke’s on the brand ultimately.

Kaezad Nallaseth Head of digital McCann Singapore

WEB WATCH HOT: 99.co

NOT: propertyguru.com.sg

When asking where to search for property, you’re guaranteed to be referred to PropertyGuru.com. sg. But wait, there is a better alternative that is far more inspirational, easy to use and gets you excited about finding your future home – check out 99.co. On arrival on this site, or its mobile app (that’s rated 4.3 in the Play Store), users are greeted with a clean experience that helps you find what you’re looking for quickly and with ease. A clear search bar, with easy to use drop downs, helps you find and sort your property listings. A handy image quick-glance feature on the results page allows you to see all the images related to that property instead of drilling down to the detail page. If you still can’t find what you are looking for, there is always the chat feature. Clean, simple, easy and quick is what 99.co offers – get inspired today.

Sadly, I think this site gives its advertisers more importance than its users. When I arrive on the home page, I’m faced with a popup advertisement. I’m further distracted by multiple ads throughout the site when trying to find my future home. Leveraging the search bar doesn’t seem to help, there are simply too many viewing results that aren’t related to my initial search. I find myself spending time drilling down to each property detail page in order to just view the pictures – one of the most important selling features of a property website. In short, I find the web and mobile experience to be extremely choppy and buggy, resulting in constant refinement to get to what I want. Although the property listings are vast, I tend to get more frustrated than inspired. The good news – there is a lot of room for improvement.

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DIRECT MAIL CASE STUDY

A ‘BEAUTY FULL’ BOX How Buro 24/7 used influencers to celebrate its anniversary. Instead of shining through with creative or eye-catching invitations to a glamorous anniversary event party, Buro 24/7 decided to reach out to local influencers instead. To celebrate Buro 24/7’s first anniversary in Singapore, it created a box of editor-approved beauty treats to share with some of Singapore’s top influencers. The box also used multiple touch points to enhance Buro 24/7’s communication via online and offline cross links. Meanwhile the black-and-white striped box was created in collaboration with local stationery company The Paper Bunny. The box contained seven beauty products which were personally selected and approved by the Buro team – from frizz-fighting hair sheets to miracle skin potions – perfect for the hot weather season. In addition, the beauty products were laid out on a bed of fresh flowers making them instantly “Instagram-able” and tempting for influencers to share on their social media platforms. The box came along with a personalised note from the editors, as well as the relevant hashtags and Instagram handles for the brands, making it easy for them to tag and post. It was delivered over two days.

THE MAIL Objective To celebrate Buro 24/7’s first anniversary in Singapore.

Target audience Leading influencers in Singapore and “friends of Buro”.

Results One million people were reached via influencers who documented the photos of the beauty box through social platforms such as Snapchat and Instagram. As a corollary, it increased Buro’s Instagram follower count by 20% in a day. The beauty box was also supported with an editorial feature on buro247.sg that received 800 views when it went live on the website. Bettina von Schlippe Publisher Buro 24/7 Southeast Asia

Reaching out: To celebrate its first anniversary in Singapore, Buro 24/7 used local influencers.

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NEWS ANALYSIS

CAN POKÉMON HELP TOURISM AND RETAIL?

Will the tourism and retail industry be able to catch the hearts and wallets of the public with Pokémon Go? Vivienne Tay explores. The nation has been all about Pokémon Go in recent times. Just ahead of the National Day holidays, retailers who faced hardship also jumped on the bandwagon hoping to drive traffic to their stores with the launch of Pokémon Go. ION Orchard, which invested in in-game purchases in the form of “Pokémon Lures” to make its mall more attractive to shoppers, told Marketing the move paid off despite some complaints on its social media. ION Orchard’s Chris Chong, chief executive of Orchard turn developments, said brisk shopper traffic was observed when the mall put the lures in place, with many shoppers seen catching Pokémon in different parts of the mall. Meanwhile, CapitaLand rolled out its #PokémonSTAR O2O campaign to cheer on Pokémon trainers as they fanned out across the island in their adventures to catch ‘em all. According to Teresa Teow, head of retail management for Singapore at CapitaLand Mall Asia, the move was warmly received. Average daily sign-ups for Capitastar increased 43% compared with July. The group also saw a 33% increase in followers for CapitaLand’s Instagram account, with about 2,000 posts garnered on #PokémonSTAR. “Looking ahead, we will continue to keep close tabs on what matters most to our customers by tapping emerging trends to offer the most timely and relevant products and services to them,” Teow said. Smaller businesses such as local cafes have also benefited from the Pokémon Go frenzy, one being Ollella, which launched a Pokémon Gorelated promotion on National Day. The café’s owner Marcella Tanuwijaya confirmed a marked increase in footfalls to her shop. While she was unsure if it was because of the national holiday or the Pokémon package, she noticed that more than 80% of people patronising her shop were playing the game. When asked how she aimed to capitalise on the trend, she said plans were already underway to run the promotion once more to see if it worked. Although she admitted the move was not a sustainable business strategy, she said the marketing exercise helped garner brand awareness and generate some return customers. 1 6 M A R K ET I N G SEP T EM B ER 201 6

Game on: Retailers and tourism bodies have joined the Pokémon fun to attract customers.

Can it help the tourism industry? Terrence Voon, director of digital and content at the Singapore Tourism Board, said the organisation was “thrilled that Pokémon Go was now available in Singapore as both Singaporeans and tourists can enjoy visiting the various landmarks and hidden gems highlighted in the game”. He added that STB had also started using user-generated content on its social media channels and was working on content related to Pokéstops which would be soon hatched on YourSingapore.com. Tourist attraction Wildlife Reserves Singapore, which operates the likes of Jurong Bird Park, Night Safari, River Safari and the Singapore Zoo, also incorporated the game into its premises ahead of the National Day holiday. WRS’s CMO Isabel Cheng said her team was “optimistic that footfall will be greater as guests now come with an added mission – catching Pokémon”. To help guests look for the rare Pokémon critters, the attractions operator even developed a map detailing locations of the Pokémon gyms and Pokéstops. Resorts World Sentosa also decided to plant lures and rolled out admission discounts on attractions for Pokémon Go fans on National Day. For example, fans could enjoy discounted admissions to S.E.A. Aquarium and Universal Studios Singapore with every five Pokémons

found at the resort within an hour.Lures were also released outside the attractions at popular Pokéstops such as Festive Walk, the Lake of Dreams water feature, and the Forum at Basement 1. According to an RWS spokesperson, the Pokémon Go phenomenon has generated significant footfall and excitement at Resorts World Sentosa. She said Pokémon Go enthusiasts took advantage of the promotions with many prolonging their stay at the resort. A surge in data usage? While the telcos said it was too early in the game to have an update on the data usage, and if there was, in fact, a surge, they also joined in the fun with various promotions. M1, Singtel and StarHub were all dropping “lure modules” around their outlets to draw crowds in. Diana Chen, vice-president of Singtel’s consumer Singapore, said many of the telco’s customers had been “swept up in Pokémon Go fever”. As such, the brand sent promoters to selected locations to hand out Singtel Pokémon Go survival kits containing a disposable poncho, customised Singtel water bottle and snacks. Meanwhile, a M1 spokesperson said on top of dropping lures to attract customers, the telco would also be offering discounts on power banks for customers – as the game is notorious for causing battery drain. WWW. MARK E TING-IN TE RAC TI VE . C OM

PROFILE

Photography: Edwin Tan — Lumina Photography (www.animulstudio.com)

The room is perfectly minimalist. White walled spaces surround us. Naturally, when John C Jay, president of global creative of Fast Retailing, walks into the room, dressed in all black, all eyes are on him. His warm and big personality cut through the crowd. Jay is a natural star and completely comfortable in front of a camera, and within minutes, the photo shoot comes to a wrap and we find ourselves in a quiet room. The minimalist décor of the room seems like an extension of Jay’s personality. In a world where everyone is looking to stand out and churn out the next big product, very little time is spent on asking the basic questions, he says. To him, most companies are often left “chasing their tail” as they rush to constantly create new cutting-edge products. “We are often rushing for the answers without knowing the question. Brands need to come back to the core question of who they are and why they matter. Only then can you articulate why you exist and the business you are in,” he says. Fast Retailing's Uniqlo business, as well, is largely basic. Its products are also quite minimalist – a stark contrast in a world where most are looking to label themselves as a niche. “Niche is for the individual. Basic can be translated in unlimited ways and we are just getting used to that,” Jay says. “Our products are building blocks for a consumer’s individuality. You can take our clothes and twist and style them. It took us a while to get here. We used to say this a lot, but not show it enough.” Jay is no stranger to the world of retail and fashion, working with Bloomingdale’s at the start of his marketing and advertising career. “I came from an in-house creative role from my prehistoric days at Bloomingdale’s. We had a very powerful in-house team at that time.” As such, joining Fast Retailing in 2014 was almost coming the full circle for him. At school, he studied visual communications under Swiss, German and English professors. “They were all very conceptual. But I am not a fine artist. I wish I was good enough to be one,” he says. So instead, he channels his creativity through his professional work and finds ways to solve problems, be it brand or business, all with his creative hat on. After studying visual communications, he took on a role as a journalist in New York. “My bosses were editors so words and pictures were primary,” he says. 1 8 M AR K ET I N G SEP T EM B ER 201 6

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PROFILE

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PROFILE

And that’s where he understood the art of marrying the two together. Soon after, he went into the world of retail and from there he joined Wieden+Kennedy and worked with Nike – two of the greatest names in the marketing and ad industry. “If a cat has nine different lives, I feel like I am living them all in my lifetime,” he says. Describing himself as a maverick, he says he has always enjoyed being involved in a range of tasks rather than being stuck doing one single job. Even in his current role as president of global creative, he is involved in a range of duties from creativity to retail to product and HR. “That’s exactly what I wanted. I have a hard enough time defining myself so I refuse to let other people define me – be it industry, company or people,” he says. Despite the number of brands under Fast Retailing, Uniqlo is the brand that takes up 80% of his time. Although having the title of a creative, Jay is heavily involved in the brand’s strategy and execution. He believes every great creative must be able to toggle both. “At Wieden+Kennedy, I would often say the greatest strategists, the greatest business minds, were the creative people. The greatest business solution providers have been creative people who think strategically and creatively at the same time – this is what I am trying to do internally at Uniqlo,” he says. But nothing, he says, substitutes for hard work. Growing up with immigrant Chinese parents, he believes working hard is synonymous to breathing. “It comes naturally to me. It’s like the food you eat. You don’t have to talk to me about working hard. What else would I need to do?” he asks. Recounting a presentation he once gave at Cannes on creativity, he says of the 10 tips he shared, two were about working hard. But later when he saw it shared online by others, it had been cut to eight tips. “I saw people edit out those two points where I said working hard is a must. I think to many people or creatives, the idea of working hard means diminishing the quality of life. “But if you can be in a position where you are fortunate to have your vocation and vacation overlap, it would be like feeding this insatiable appetite. Working hard would come naturally.” Leaving the ad world Leaving the ad world wasn’t easy for Jay – especially having worked at Wieden+Kennedy since 1997. Japan, he said, had a lot to do with his success. Jay headed to Japan around the early 2000's when his clients at Nike suggested the agency open up an office in the country. He personally took up the project and wanted to set the wheels in motion. After the first day of pitching the agency to potential hires, he found his perfect candidate. “I told Dan Wieden I have found the perfect candidate – me. I was sitting there doing the sell story saying this is going to be amazing when I asked myself what was I doing? I wanted that job.” The dream was then to make the Japan office the hothouse of the agency. The office that could do and build things none of the other offices could. But at the same time, the Amsterdam, London and Portland offices were all doing extraordinary work with clients. Hence, Jay had a huge responsibility to ensure the Japan agency remained experimental. “Hopefully history will say I lived up to it and I achieved it in the Tokyo office,” he laughs. But he admits as much as he loved Tokyo, it wasn’t the easiest city to work in. Competition was tough and western competitors were not always 2 0 M A R K ET I N G SEP T EMB E R 201 6

“WORKING HARD COMES NATURALLY TO ME. IT’S LIKE THE FOOD YOU EAT. YOU DON’T HAVE TO TALK TO ME ABOUT WORKING HARD. WHAT ELSE WOULD I NEED TO DO?"

viewed to be respectful of Japanese culture. Jay wanted to change that. He wanted Wieden+Kennedy to be the western-owned agency that truly respected Japanese business and culture. “I didn’t want to be just another company that takes money out of the country and into the mothership,” he says. As such, his first goal was to get Japanese clients and that’s how he built a relationship with Fast Retailing’s president Tadashi Yanai. Jay confesses Yanai tipped the balance for him to leave the world of advertising. Jay’s exit from the ad world was completely hush-hush. Only the top partners of Wieden+Kennedy knew of his impending exit. But when the world finally got to hear of his departure from the company, the news resonated globally. Recounting the day, Jay says Yanai and the team at Fast Retailing had initially called a press conference to talk about creativity and innovation. “Most journalists were probably tired of hearing about it and thinking why do we have to go to this,” Jay says. But this time they were in for a treat. As the day progressed, Yanai in a declaration of making his vision a reality, unveiled the hiring of Jay. “When he made that announcement, I had already typed out a long email to send to the staff of Wieden+Kennedy. As I stepped onto the stage, I hit the send button and the message was delivered to all the Wieden+Kennedy folks.” That marked the end of his agency days and his entry back to the world of retail. But, of course, having had experience on both sides helps him to be a better client. Jay spent the entire of his first year over on the client-side trying to be a better client. He believes it is incredibly important for clients to understand and know great work when they see it. “As clients, we need to know great work. Don’t ask the agency to do great work when you can’t see it. Being from the agency side I would bite my tongue when my clients were berating me, but I wanted to ask them if they could recognise great work. Agencies should stand up to clients for the right reasons.” Going back to his agency days, he said one of the most memorable relationships he had was with Mark Parker, CEO of Nike. “We were known to fight and have rough days. But I said to Mark once that even on our worst days he is still one of the best clients because when his team comes to the table they want great work, they want nothing less than the greatest creativity,” he says. “Great creatives and clients may disagree over the concept, but they don’t disagree that they want great work. So, don’t be passiveaggressive, and put your passion on the table. It is good to argue.” WWW. MARK E TING-IN TE RAC TI VE . C OM

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.

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MAGAZINE OF THE YEAR

METHODOLOGY The Media Benchmarking Survey is one of Marketing’s main initiatives to understand and inform our marketing community on Singapore’s competitive media landscape. The 2016 Media of the Year rankings were derived from the questions in the Media Benchmarking Survey via an online questionnaire on Marketing’s database of client advertisers and marketing services agency professionals. All answers were considered by Marketing when finalising the rankings This year’s revamped survey focuses on the marketers’ preferences on each genre of magazines where the top three titles with the highest number of votes in each genre will be revealed in this special magazine of the year feature. With more than 900 respondents participating in this year’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 decisionmakers 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 wellrepresented.

AugustMAN the local framework

AUGUST 2016 / iSSUe 120

An overview of the latest creations in the watch industry

against their will shocking stories of modern slavery

Unseen Singapore

the parts of the country that you’ve rarely visited

singapore’s steadiest hope this month is ready to rock the local sports scene

SGD 7.90 MICA (P) 017/02/2016

8 887776 000074

Quah Zheng Wen

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MAGAZINE OF THE YEAR

OVERALL MAGAZINE OF THE YEAR 1. 8 DAYS Published by: Mediacorp Frequency: Weekly Circulation: 75,000 (publisher’s claim)

2. AUGUSTMAN Published by: Burda Singapore Frequency: Monthly Circulation: 33,000 (publisher’s claim)

Taking home the coveted title of Magazine of the Year this year is 8 Days. As part of the English family segment at Mediacorp, together with Channel 5, Class 95 and Gold 905, 8 Days continues to be a family-friendly content purveyor aimed at working adults, the young-atheart and everyone in between. Its core target audience comprises avid, discerning consumers aged 25 to 44, with almost 40% of them PMEBs and nearly 20% white-collar workers.

Taking home second spot is Augustman. This against year marks a decade of their will Unseen Augustman and as such, Singapore a new emphasis has been placed on developing the Quah Zheng Wen multi-faceted modern man of the world. As the magazine looks at developing new franchises and markets in Asia, it is also gaining new insights into the interests of the urban man and is focused on developing content that’s more universal, with a greater global outlook.

AugustMAN the local framework

AUGUST 2016 / iSSUe 120

An overview of the latest creations in the watch industry

shocking stories of modern slavery

the parts of the country that you’ve rarely visited

SGD 7.90

MICA (P) 017/02/2016

8 887776 000074

singapore’s steadiest hope this month is ready to rock the local sports scene

3. HER WORLD Published by: SPH Magazines Frequency: Monthly Readership: 128,000 (Nielsen Media Index 2015) Taking third spot this year is Her World, a magazine that targets the stylish, sophisticated and selfassured modern woman. In 2016, the magazine launched Her World BFFs (beauty and fashion friends), a network of some of Singapore’s top fashion, beauty and lifestyle social media influencers, who contribute to its social media platforms and videos to seamlessly marry online and offline.

WOMEN’S MAGAZINE OF THE YEAR 1. HER WORLD Published by: SPH Magazines Frequency: Monthly Readership: 128,000 (Nielsen Media Index 2015) Her World has come out on top for the category as the magazine continues to target the go-getter and modern-day driven women. It targets those aged between 20 to 44 with an average personal income of SG$3,665. In March this year, the magazine celebrated its 15th anniversary and in July, Her World collaborated with fashion label Longchamp to score a cover exclusive with British style maven Alexa Chung.

2. CLEO Published by: SPH Magazines Frequency: Monthly Circulation: 58,000 (Nielsen Media Index 2015) Last year Cleo hired a new editor-in-chief Claire Starkey who has considerable experience in youth publishing. A true digital native, her first job was as a digital writer for Cleo New Zealand, where she increased site traffic by more than 500%. Digitally, the magazine is creating video and digital collaborations with influencers and brands which are proving especially effective on social media and YouTube.

3. THE SINGAPORE WOMEN’S WEEKLY Published by: SPH Magazines Frequency: Monthly Circulation: 65,000 print (Nielsen Media Index 2015) Some new advertisers for The Singapore Women’s Weekly this year are Dyson, Emirates Singapore, Seiko, Benefit, Pokka, Asus, Taylor B Design, Pandora, Wacoal, Fisher & Paykel, Thomas Sabo, Uniqlo, Orbis, Mido, Ponds, RedMart, Muji, 3M and Neutrogena. The magazine is a total lifestyle magazine brand for the “women who want it all”. It contains expert opinions of what is new in beauty and fashion, food, family, home and health.

WOMEN’S FASHION MAGAZINE OF THE YEAR 1. ELLE Published by: Mediacorp Frequency: Monthly Circulation: 40,000 (publisher’s claim) Coming in first in the women’s fashion category this year is Elle. The magazine caters to the confident and ambitious woman aged 25 to 40 who knows what she wants. She is savvy, well-travelled and global minded, yet strongly Singaporean. As the Singapore edition of the leading fashion magazine, Elle believes in personal style regardless of price tag, empowerment with positivity, and intellectual pursuits. 2 4 M A R K ET I N G SEP T EM B ER 201 6

2. HARPER’S BAZAAR Published by: SPH Magazines Frequency: Monthly Circulation: 18,000 (Nielsen Media Index 2015) Harper’s Bazaar's editorial direction is to be on the pulse of what is trending. As such, the magazine exclusively shot international influencer “Gary Pepper Girl” – aka Nicole Warne – as the cover girl for the June 2016 social media issue. Content on Bazaar is now integrated on all platforms. For the magazine, videos are showing very strong growth and as such, the goal is to always create one-of-a-kind content.

3. FEMALE Published by: SPH Magazines Frequency: Monthly Circulation: 80,000 (Nielsen Media Index 2015) Dropping one spot to number three this year is Female. The magazine prides itself on being the country’s authority on all things “au courant” and fashion. The magazine scours the local and global landscape for interesting buys, events and initiatives. Nearly half of all Female readers are PMEBs with a monthly personal income that is more than 60% higher than the national average. WWW. MARK E TING-IN TE RAC TI VE . C OM

MAGAZINE OF THE YEAR

MEN’S MAGAZINE OF THE YEAR 1. MEN’S HEALTH Published by: SPH Magazines Frequency: Monthly Readership: 62,000 (Nielsen Media Index 2015) Coming first in the men’s category this year is Men’s Health. A majority of the magazine’s readers are in their late 20s and 30s. Physical and mental wellbeing are normally the top priorities. Readers look to Men’s Health for information on fitness, nutrition, sex, grooming, fashion, styling and the latest gadgets and technology trends. In the past year, it has boosted its online presence by introducing more dynamic editorial content.

2. ESQUIRE Published by: Mongoose Publishing Frequency: Monthly Circulation: 30,000 (publisher’s claim)

3. NANYOU Published by: SPH Magazines Frequency: Biannual Circulation: 20,000 (publisher’s claim)

The magazine covers style and substance, whether with in-depth pieces on high-luxury brands or investigative reports on society, politics and lifestyle. Esquire Singapore’s readers are aged between 25 to 55 and are predominantly men. With a new web editor, along with a revamped website, it reached a total of 120,000 unique views and over 250,000 page views since March – a growth of over 250% from last year.

Grabbing third spot is Nanyou. The magazine prides itself on being the first and only Chinese fashion and lifestyle magazine for the wellheeled man. Nanyou’s tablet edition continues to be a stylish interactive platform where print pages are brought to life – from the innovative use of videos and A4 inserts to create a multisensory impact for readers – to exclusive sound bites and behind-the-scenes celebrity footage.

MEN’S FASHION MAGAZINE OF THE YEAR 1. AUGUSTMAN Published by: Burda Singapore Frequency: Monthly Circulation: 33,000 (publisher’s claim)

2. STYLE: MEN Published by: Mediacorp Frequency: Thrice yearly Circulation: 20,000 (publisher’s claim)

3. MEN’S FOLIO Published by: Heart Media Frequency: 10 issues per year Circulation: 36,000 (publisher’s claim)

Taking home top spot is Augustman. It remains one of the most widely read men’s lifestyle titles. With a growing interest in digital content and a steady online media interest among its readers, it formulated a mobile-friendly website and has produced volumes of digital multimedia content. This will continue well into the next few years, as it looks to transform the print magazine into a print and digitally cohesive brand.

Climbing one spot this year is Style: Men which comes in second this year. The magazine covers what’s trending on and off the runways, design and watches, and catering for men aged 18 to 45. New advertisers include Cerruti, Corum and FJB – Bell & Ross. Targeting the modern man, Style: Men is also active online with regular postings on Instagram and Facebook to capture its readers’ interest and attention.

Dropping one spot to third position this year is Men’s Folio. Over the past 16 years, the magazine has been known as Singapore’s premier men’s magazine providing definitive coverage of fashion, style and culture. With a regional reach encompassing Malaysia and Indonesia, the magazine’s photo shoots and features from a stable of writers makes it a style bible. Men’s Folio reaches an influential and affluent audience.

TEENS MAGAZINE OF THE YEAR 1. TEENAGE Published by: Key Editions Frequency: Monthly Circulation: 60,000 (publisher’s claim) Teenage is the big winner for this year’s teen category. Its content centres around youths aged 13 to 25, covering anything from fashion, beauty, lifestyle, entertainment to education. A new development this year included the appointment of a new deputy editor in March. In the past year, the magazine focused on solidifying its online presence and bridging the print publication with the digital platforms. 2 6 M A R K ET I N G SEP T EM B ER 201 6

2. CLEO Published by: SPH Magazines Frequency: Monthly Circulation: 58,000 (Nielsen Media Index 2015) Cleo clinched second spot in the teens category this year. As the magazine which targets the spirited and spontaneous Millennial, Cleo maximises print, digital and social media to cover everything from fashion and beauty to relationships and money in a fresh, fun, fast and intelligent way. The editorial team is also maximising its video presence to stay relevant among its young target market.

3. 8 DAYS Published by: Mediacorp Frequency: Weekly Circulation: 75,000 (publisher’s claim) Grabbing third spot this year is 8 Days. As Singapore’s definitive pop culture navigator, 8 Days offers a sharp dose of glamour, celebrity news and the latest in food, lifestyle trends and go-to hotspots. As a testament to the strength of its two main content pillars, the magazine is probably the only local lifestyle title to promote two Instagram accounts, one dedicated to celebrities and the other to food. WWW. MARK E TING-IN TE RAC TI VE . C OM

MAGAZINE OF THE YEAR

PARENTING MAGAZINE OF THE YEAR 1. YOUNG PARENTS Published by: SPH Magazines Frequency: Monthly Circulation: 18,000 (Nielsen Media Index 2015) Taking home first spot is Young Parents. The magazine turned 30 this year. Through the decades, it has been guiding generations of Singapore mums and dads on their parenting journey with expert advice on everything from baby care to choosing the right primary school. Apart from offering print, readers are able to access its content via tablets and online platforms such as Facebook and Instagram.

2. MOTHERHOOD Published by: Eastern Holdings Limited Frequency: Monthly Circulation: 30,000 (publisher’s claim)

3. PARENTS WORLD Published by: Red Tree Group Frequency: Bimonthly Circulation: 50,000 (publisher’s claim)

Motherhood climbed one spot to second this year. The magazine caters to different sets of readers with its special annual spin-offs, including Guide to Childcare (GTCC), Healthy Pregnancy (HP) and Baby Plus (BP). GTCC is targeted at parents with children from three to 10 years old, while BP is targeted at mothers with babies below three years of age. HP comes in handy for pregnant women and those in the planning stages.

With its motto: Happy parents = happy kids, Parents World covers everything from parenting, health, finance, relationships, fashion, beauty, recipes and home. It caters for mums who are just starting pregnancy and parents with babies and kids aged up to 12 years. Digitally, it added a new segment called “school selector” on its website to guide parents who are looking for pre-school or enrichment centres for their kids.

TRAVEL & LEISURE MAGAZINE OF THE YEAR 1. TRAVEL + LEISURE SOUTHEAST ASIA Published by: Media Transasia Frequency: Monthly Circulation: 60,000 (publisher's claim) Travel + Leisure Southeast Asia saw a full redesign in 2015, aimed at a better reader experience through a cleaner lay-out. It works with leaders in the hospitality, airline business and luxury goods across the region and beyond as well as with various national tourism boards. Its target audience includes affluent, well-educated and highly mobile residents of Southeast Asia who appreciate and are inspired by luxury lifestyles and travel.

2. BUSINESS TRAVELLER Published by: Panacea Publishing International Frequency: 10 times a year Circulation: 30,420 (audited by ABC) Coming in second is Business Traveller. Business Traveller Asia Pacific welcomed new editor Jeremy Tredinnick in December 2016, who has injected new energy into the pages and ensured high-quality standards across the publication. The magazine has also continued to broaden its lifestyle content, while still focusing on the niche business traveller-specific issues that make it so popular with its readers.

3. LONELY PLANET Published by: Regent Media Frequency: Bimonthly Circulation: 80,000 (publisher’s claim) Lonely Planet Asia went through a comprehensive overhaul in all aspects over the past year, including a complete revamp of its senior management and editorial team, incorporation of fresh design elements, a larger focus on themebased rather than destination-centric content, and a stronger linguistic style. Its website has also recently relaunched with a more userfriendly interface and stunning layout.

IN-FLIGHT MAGAZINE OF THE YEAR 1. SILVERKRIS Published by: SPH Magazines Frequency: Monthly Readership: 1.59 million monthly (publisher’s claim) Taking first place is SilverKris. The magazine is aimed at all travellers around the world, whether one travels for leisure or business. SilverKris has seen many new advertisers in the past year from new industry categories. Some key new advertisers include Nordic Maritime, Veritas and Berkeley Homes. Its content is also available online, with some stories produced exclusively for the website every day. 2 8 M AR K ET I N G SEP T EM B ER 201 6

2. JETSTAR Published by: Hardie Grant Media Frequency: Monthly Circulation: 30,000 (publisher’s claim) In mid-2015, Hardie Grant Media won the tender to publish Jetstar. The magazine saw a relaunch in March 2016 with a full cover-to-cover makeover, following extensive research into Jetstar’s customer demographics. Pearlyn Tham came on board as the magazine’s Singapore editor. Advertisers include Cineol Natural Products and Kaplan Singapore, The Gateway Cambodia and many others.

3. GOING PLACES Published by: Spafax Networks Frequency: Monthly Circulation: 30,000 to 50,000 (publisher’s claim) Coming in third this year is Going Places. The magazine was relaunched in February which has seen the content now being skewed more towards local and regional travel and personalities. Advertisers for the magazine include the likes of Bank Rakyat, Panasonic, Van Cleef & Arpels, Damiani, Poh Kong, Club Med, Eraman, Skechers, Universal Traveller, Bank Muamalat, Lenovo, Mercedes, Desaru Coast and many more. WWW. MARK E TING-IN TE RAC TI VE . C OM

MAGAZINE OF THE YEAR

ENTERTAINMENT & LIFESTYLE MAGAZINE OF THE YEAR 1. 8 DAYS Published by: Mediacorp Frequency: Weekly Circulation: 75,000 (publisher’s claim)

2. TIME OUT Published by: Mongoose Publishing Frequency: Monthly Circulation: 150, 000 (publisher’s claim)

3. EXPAT LIVING Published by: Expat Living Publications Frequency: Monthly Circulation: 18,327 (audited by ABC)

Coming in first place is 8 Days which continues to be a family-friendly content purveyor aimed at working adults, the young-at-heart and everyone in between. It is part of the English family segment at Mediacorp, together with Channel 5, Class 95 and Gold 905, with a core target audience that comprises avid and discerning consumers aged 25 to 44, with almost 40% of them PMEBs and nearly 20% white-collar workers.

Second place has gone to Time Out which went through a transformative year last year, tripling its circulation through the distribution of 100,000 free copies at key commuter MRT stations in Singapore. With its increased reach and new ad formats such as cover wraps and increased event offerings, it gained new advertisers such as Jaguar, Land Rover, Kronenbourg, Motorola, SK-II, Heineken and Strongbow.

Coming in third is Expat Living which grew its digital advertising by 163% in the past two years. It targets newcomers who spend a large portion of their income setting up home in Singapore, especially in the first two years of their stay. It is also a favourite with long-timers, PRs and locals who are constantly on the lookout for recommendations in areas such as travel destinations, wine and dining outlets, education and others.

FOOD MAGAZINE OF THE YEAR 1. EPICURE Published by: Magazines Integrated Frequency: Monthly Circulation: 9,765 (audited by ABC)

2. FOOD & TRAVEL Published by: Miles Media Frequency: Bimonthly Circulation: 65,000 (publisher’s claim)

3. WINE & DINE Published by: Wine & Dine Experience Frequency: Monthly Circulation: 21,000 (publisher’s claim)

Coming in first place is Epicure which targets affluent professionals, driven foodies, aspiring cooks, avid travellers, wine enthusiasts, chefs and restaurateurs. Currently widely available in Jakarta and Bali, Epicure successfully launched two Bali supplements in May 2015 and April 2016, and is planning its next special project: Bali Villas and Suites for October 2016.

Taking home second place is Food & Travel which has spent the past year increasing its presence on social media and digital platforms such as its website, Facebook and Instagram. Its team is also working on improving its iPad and Android app, which allows its readers to enjoy the magazine while on-the-go. The magazine has also welcomed a slew of new advertisers.

In third place is Wine & Dine. It is targeted at well-travelled, affluent professionals aged between 25 to 55 who have a keen interest in food and wine. New advertisers which have come on board include Beam Suntory, Yamazaki Japanese Restaurant and Bank of China. A revamp of the magazine is also in the pipeline and is set to be completed in the last quarter of the year.

LUXURY MAGAZINE OF THE YEAR 1. SINGAPORE TATLER Published by: Edipresse Media Frequency: Monthly Circulation: 17,500 (publisher’s claim)

2. THE PEAK Published by: SPH Magazines Frequency: Monthly Circulation: 53,259 (audited by ABC)

3. PRESTIGE Published by: Burda Singapore Frequency: Monthly Circulation: 17,128 (publisher’s claim)

Taking home first place for the top luxury magazine is Singapore Tatler. The magazine covers everything that constitutes the luxury lifestyle – from food and wine to travel to fashion as well as delivering insights into various businesses and industries. Recently, Edipresse Media Singapore saw a management change with a new managing director Corinne Ng, and GM of sales, Stephanie Tay.

Coming in second is The Peak which is targeted at high-net-worth individuals and the top 10% income earners in Singapore. The magazine claims to be read by prominent and influential business leaders and also appeals to the next generation of CEOs and entrepreneurs. This year, The Peak brought on board a new management team, namely managing director Geoff Tan, and general manager, Chua Soon Tzer.

Prestige’s readership profile is mainly highnet-worth individuals, socialites, property magnets and financial gurus with an average annual income of SG$500,000 and above. The majority of whom are between the ages of 40 and their late 50s. On top of creating more content for its digital platforms, Prestige expanded its digital presence and also created a TVC to commemorate its 15th year anniversary.

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MAGAZINE OF THE YEAR

MOTOR VEHICLE MAGAZINE OF THE YEAR 1. TORQUE Published by: SPH Magazines Frequency: Monthly Readership: 13,000 (Nielsen Media Index 2015) Conquering first place again this year is Torque magazine. 2016 was the year Torque kicked its website into high gear with a new focus and daily content strategy. Meanwhile, its Facebook page – an integral component of its entire engagement strategy – has also been a key instrument in which it interacts with readers on both stellar motoring content and exciting lifestyle promotions.

2. TOP GEAR Published by: Big Bang Media Frequency: Monthly Circulation: 25,000 (publisher’s claim)

3. WHEELS ASIA Published by: Regent Media Frequency: Monthly Circulation: 30,000 (publisher’s claim)

Top Gear's Singapore edition maintains its second spot this year. The magazine which is also one of Britain’s best-selling car magazines, is packed with the hottest metal in the galaxy – from dream hyper-cars to everyday hatchbacks – all shot in stunning locations. It caters to readers who love supercars such as a Lamborghini or a Bugatti Chiron as well those who prefer a family SUV. Its issues are packed with motoring entertainment.

Wheels Asia unveiled a new look as of March this year. The magazine also incorporated cycling as part of its lifestyle appeal to readers who are looking for more than just a set of wheels to take the family around. This new direction is expected to “harmonise” cars and bicycles in addressing the growing concerns on how to seamlessly plug the mobility gap issue that many have been talking about lately.

LOCAL BUSINESS MAGAZINE OF THE YEAR 1. SINGAPORE BUSINESS REVIEW Published by: Charlton Media Frequency: Bimonthly Circulation: 24,737 (audited by ABC Singapore 2014) Taking home first place is Singapore Business Review, which focuses on business matters such as management advice, relevant news updates and economic opinion. It guarantees to reach senior decision-makers in the top 1,700 companies with combined sales of SG$692 billion, along with 94% of listed companies. The magazine aims to offer fresh perspectives and ideas to guide its readers through economic challenges.

2. THE SME MAGAZINE Published by: SPH Magazines Frequency: Bimonthly Circulation: 35,000 (publisher’s claim) Coming in second is The SME Magazine which has spent the past year looking beyond the traditional scope of SMEs to cover less glamorous industries such as the undertaking business and also SMEs that set up their own foundations in their bid to give back to society. New advertisers which have joined the ranks are IPI Singapore, Wonderful Indonesia and Asian Consumer Insight. There are also plans to offer the magazine online.

3. ENTREPRENEURS’ DIGEST Published by: Association of Small & Medium Enterprises Frequency: Bimonthly Circulation: 8,000 (publisher’s claim) Taking third place is Entrepreneurs’ Digest, a small and medium enterprise-focused publication looking to provide quality and effective information to equip entrepreneurs and business owners to make informed decisions. The magazine was launched in September 2004. Entrepreneurs’ Digest recently launched its online platform where readers can access up-to-date news and information on the go.

REGIONAL BUSINESS MAGAZINE OF THE YEAR 1. BLOOMBERG BUSINESSWEEK Published by: Bloomberg LP Frequency: Weekly Circulation: 42,000 (publisher’s claim)

2. FORBES ASIA Published by: Forbes Frequency: Monthly Circulation: 80,000 (publisher’s claim)

3. ASIAN BANKING & FINANCE Published by: Charlton Media Frequency: Quarterly Circulation: 7,250 (publisher’s claim)

Taking top spot in this year’s regional business category is Bloomberg Businessweek. New clients include Thai Airways, LG, NTT Communications, and FLC Group, to name a few. It also named Ellen Pollock as its new editor in October 2015. Bloomberg Businessweek continues to reach out to its core audience which comprises global business leaders, top executives and key decision-makers.

Second place goes to Forbes Asia which continues to serve as a definitive voice celebrating entrepreneurial capitalism and business. Launched in September 2005, it is written and edited specifically for Asia-based top management, entrepreneurs and people aspiring to hold key positions of corporate leadership. Each issue identifies and profiles Asia’s noteworthy individuals.

Third place goes to Asian Banking & Finance which serves Asia’s dynamic financial services industry. Each issue carries a balanced mix of articles which appeal to the C-level executives of large banking and financial services institutions in Asia. It covers industry talk and insights. Much of the coverage is driven from the key financial hubs of Hong Kong and Singapore and supplemented by relevant reporting from the region.

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While it may be an exciting time to be a digital marketer, it is also a challenging and perplexing one. This is especially so with the rise of ad-blocking and ad fraud. At the Digital Performance Marketing 2016 conference, we saw marketers speak on issues such as measurement, creativity and talent management. Marketers shared with the audience case studies and immersed themselves in discussions around the best practices around the region. 32 M A R K ET I N G SEP T EMB E R 201 6

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AD FRAUD: ARE MARKETERS TOO QUICK TO BLAME PUBLISHERS AND AGENCIES? Ad fraud is probably the most talked about issue in modern-day digital marketing. While in the past digital performance marketing promised to reverse the traditional advertising model by letting marketers know precisely where their ads were yielding results, today there is a huge amount of mistrust in the world of digital. In a recent panel discussion during the oneday Digital Performance Marketing conference, Ronnie Brown, head of digital at Direct Asia, was of the view that ad fraud was birthed due to the lack of transparency in the purchasing process. He was of the view ad fraud is here to stay. “Chasing after big numbers in your objective will always make you fall prey to it. At the end of the day, marketers need to think about objectives and sales instead of CPM numbers,” Brown said. Arun Kumar, head of digital marketing at Carousell, said ad fraud was still prevalent because most marketers don’t realise it could happen to them. But this does not necessarily mean the blame and mistrust should be directed at thirdparty agency partners. He added that brands should be responsible for their own tracking platforms, measurement partners and add-ons that can help track ad fraud. When asked if working directly with a publisher was a better option, Kumar disagreed. He added that while there are some publishers he works with directly because of favourable pricing models, he wouldn’t advise it to be the main go-to strategy. “Working with a publisher gives you better options, but only if you have resources,” Kumar said. “It’s a huge task and handling creatives and working with too many publishers can be taxing as well, which is why I would say that the most important thing is working with ad networks. We’ve been working with an agency which is an extension of our team.” Thomas Wolf, digital conversion manager at Google, seconded Kumar saying that instead of pointing fingers immediately at the publisher, the brand should look internally at the database and tools to see if they were set up correctly. “You should have your data as clean as possible and then bring it back to the publishers and try to consolidate both. In an ideal world, your publisher will be willing to share that data with you when a suspected ad fraud incident WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

occurs,” Wolf said. But, nonetheless, there is no way to actually ensure that ad fraud will not happen at the end of the day, said Damien Lavin, chief revenue officer at AdParlor. The best you can do is have a set of technology tools and measurement systems set up and work with a partner who really seems invested in the region you are operating in. “Ad-blocking and ad fraud really hasn’t helped us with building trust. It’s hindered performance, but in the real world these things happen and we can’t control it, so to counter it we need to employ people who know what they are doing. There are some basic digital set-ups to mitigate these challenges,” he said. He added the best advice he could give clients would be to get an established tech partner and work with established publishers from a buying point of view and only select sites that are real and act more appropriately. As for ad-blocking, he doesn’t see this as a long-term problem. Publishers and consumers both know it is “an ad-funded world” and, hence, people can’t simply read content for free forever. Creativity in the world of digital But what is needed today is a boost of creativity in the digital world, Lavin added. “Creativity is a huge and impactful part of the digital process and there’s a huge disconnect in creative concepts from agencies and application digital formats. There has to be an intent from creative agencies to learn more,” Lavin said. Meanwhile, both Kumar and Brown added that ad fatigue was a very real issue today. “Ad fatigue is getting shorter which means tighter budgets and resources. Creativity, hence, is a very important lever to pull,” Brown said.

While A-B testing is vital before putting out an ad, Google’s Wolf added that creativity ultimately comes with knowing your consumer. “In the offline world, market research is such a big deal. But online, A-B testing has not done a whole lot. Everyone is very invested in the ads they create. Creativity is not rocket science. You can be more creative by just taking a step back and asking colleagues and friends what they think. So just take a step back and figure out who you want to sell to and why,” he said. Also at the conference giving a talk on automating creativity was Benedict Hayes, managing director for SEA and India at Sociomantic Labs. He said, more than ever, finding the right customer in the right place at the right time with the right message is now more complex than ever. To bridge this gap, automation of creativity is needed. He explained that having different creatives, along with programmatic executions, allows you to sell to more demographics. While, yes, this might mean spending a little bit more with your creative partners, the pay-offs long-term can be worth the cost. “Creative is also about using the key data point that drives your business, and being smart. Creativity involves using data and programmatic to create seamless interactions with your brand,” he said. Meanwhile, Ben Farnsworth, regional director of Encore Digital, also added that dynamic creatives ensures the correct messages to the correct users – and because programmatic is one of the best vehicles for real-time learning – the power of creativity should be fully explored to ensure brand uplift. He added: “With the help of the right creative content, programmatic is a cheaper way of creating brand uplift.” S E PTE MB E R 2 016 MARKE TI N G 33

7 DEADLY TRAPS IN THE DIGITAL WORLD Digital is no longer an option, it is a must. But as marketers move in the digital direction, many are still searching for the right trigger to achieve their targets to fully integrate online and offline. Risks in the digital space are many given the multitude of emerging tools and technologies. But how can one see beyond the hype and jargon to harness the power of new technology to deliver these business goals? Madhav Nayak (pictured), marketing director of Southeast Asia, Australia and New Zealand at Unilever, outlined seven deadly traps in the digital world and ways to avoid them. 1. The leap-before-you-look trap The output of a campaign can be views, shares, visits, likes or things that happened as a result of something you’ve done. But what really matters for the business is “outcomes” such as brand recall, brand preference, new customers and sales. Nayak said sometimes it was not easy to separate output with outcome. Yet being able to differentiate between output (things that happened) and outcome (what really matters for the business) is really important before you start any marketing initiate or campaign. He said marketers needed to clearly know each campaign objective and be able to explain the business outcome of any intended activity without using marketing jargon – before embarking on any marketing campaign. 2. The new toy trap Marketers love new playthings be it a new technology, platform or medium. But with budgets getting tighter, investing in a new tool may not always be the answer. Instead, utilise what you already have, explained Nayak. “Can you describe what your brand and business objective is and how this new tool will help? If you can, it probably has a meaningful role. If not, give it a pass,” he said. 3. Fake-it-till-you-make-it trap Brands and marketers see their stories playing a big role in connecting with consumers. Every day a new content marketing agency, promising to solve your brand’s woes, puts their hand up. But coming up with a brand story is very different from making up a story about the brand to connect with your users. “Consumers are already questioning and noticing brands for things they do. Acting like someone you’re not, saying something when you mean something else, doing something fake is not seen as authentic.” 34 M AR K ET I N G SEP T EM B ER 201 6

Quoting a recent study by Cohn & Wolfe, he shared that only 22% of consumers see leading brands as open and honest. Meaning most consumers still don’t trust brands. He added: “That is really something for us to reflect on. This happens when marketers don’t have something genuinely interesting to say about themselves. If you genuinely don’t have anything interesting or purposeful to say, don’t say it.” As such, brand owners need to ask, what is their brand’s true story, before embarking on the next campaign. Being authentic also means being honest. AVADO’s consultant Richard Pester reminded marketers and advertisers to be transparent to consumers about “why you need to use their data”. “Be prepared to use all sources of data at your disposal, but also be aware of privacy and ethics. You need to become bilingual in date and marketing,” he said, adding users’ trust matters. 4. The ‘advertising-is-dead’ trap A lot of news headlines today say advertising is dead – it’s a graveyard. According to several researches online, digital advertising rose 25% last year and it’s expected to grow faster at 16%. But just because there are new platforms every day, it doesn’t mean old ones will cease to exist, said Nayak. “It’s not always the case of advertising versus content, traditional versus digital or mass versus personalised – companies have to find a balance. And it doesn’t necessarily need to omit one element to adapt to a new concept,” he said. 5. The pretending to listen trap Many brands are not in tune to what customers are expecting, despite plenty of social media monitoring and listening tools being available. Quoting Sprout Social Index Q2 2016, Nayak said 89% of social messages have been ignored and brands actually take 10 hours to respond when the maximum response time is expected to be within four hours. “Brands need to listen to identify consumer queries they didn’t even know they needed to answer. This helps in discovering more about their audience’s demands.” Chris Tew, EVP of APAC at 3radical, said marketers needed to improve their digital moments strategy and communicate on a personal level. “When somebody comes to your website, you have to respond to them

immediately. It’s critical to otherwise you’ll fail,” he said.

personal,

6. The ‘can I have more data’ trap The answer to, “can I have more data?” is always a yes, but brand marketers need to also understand what value the data is adding to their decision-making. They should not concentrate on what volume of data they can get. Charlie Baillie, regional director of Southeast Asia at Radium One, said there was an immeasurable amount of data present today. Social sharing is more direct now and less about broadcasting and “if you can capture all the social sharing in one standalone capture page, it’ll be quite powerful”, he said. “Sharing has become a very valuable marketing currency and gives specific signals. Plus, 82% of content sharing is happening on dark social channels.” 7. The overnight digital expert trap “If you search online, there are 1.73 million digital market experts and 3.64 million leading digital agencies – plenty of choices, but are you looking for a one-night stand or a long-term relationship?” Nayak said. Brands need to be careful of who they are sharing their intimate data with, especially given the rise of ad fraud in the world of digital today. WWW. MARK E TING-IN TE RAC TI VE . C OM

DON’T TRACK CLICKS, MEASURE WHAT MATTERS

While APAC is poised to be the world’s leading digital advertising market this year, overtaking the US in terms of ad spend, there is a growing debate on whether brands are accurately measuring the impact of – and maximising – their digital ad spend. Steven Feiner, an ex-Googler, is now the CEO of start-up A Better Florist which he founded last year in Singapore, with the aim of making it much simpler and quicker to purchase flowers online and with an emphasis on making processes data-driven. He said many companies had become obsessed with tracking anything and everything and being 100% accurate. “First things first, it doesn’t matter how correct your tracking is if nobody cares. There needs to be broad-based education and different stakeholders need to be in the same room,” he said. He emphasised it was an organisational change issue and that the main goal was to be directionally right at the start. “If your boss doesn’t understand what’s going on now and you’ve complicated it 36 M AR K ET I N G SEP T EM B ER 201 6

tremendously for them, how is that going to go?” While the level of digital capability in this region is improving every day, he says that we’re not there yet, especially in very large organisations and the key is to keep it very simple at the start. Don’t put the cart before the horse. Feiner said with all the tools out there it’s easy to forget that you need to understand exactly what the variables are for your business, exactly what you can track and exactly what you can’t track. He said people often track for the sake of it and the biggest offender was the click. “People shouldn’t track clicks any more. We would never track clicks. A click or an impression or a view isn’t a metric that matters,” he said. He argued the fundamental metric that matters for a business is a conversion. But there are other smaller metrics that are also part of the customer journey. “You have to have a set goal around attribution to compare every single marketing

channel and make the best decisions,” he said. A Better Florist uses Mixpanel to track each conversion and platform in real-time. In terms of attribution models, A Better Florist has decided to focus on the U-Shaped model which means it gives sufficient weight to the first and last interaction and then less weight to the middle interactions. He said U-Shaped is the best in terms of a broad-based e-commerce approach, but that many organisations still use outdated first and last-click models simply because it takes less effort. This is a short-term view “so there is a big issue in terms of retention and lifetime value”. “If we are focused only on something like first click or last click then we are only telling less than half the story. If I only sold one bouquet to a person that would be an utter failure. I’m interested in how that customer came and keeping them for the long run,” he said. This is where working towards understanding the customer lifetime value (CLTV) is significant and it helps A Better Florist understand how much to pay to acquire each customer. “There is no shortage of users you can acquire for a certain price point. Ultimately it’s understanding how much you can pay for a user based on your own economics. We will only acquire a customer if our CLTV is high enough to pay for that customer.” He claimed companies that seem to be doing this best are predominantly online businesses. He cited the Rocket Group of companies in particular, and the Zalora and Lazada brands as leading the charge in understanding their customers and what to measure both online and offline. For Feiner, once you get the base set and organisational buy-in on what needs to be measured, you can grow gradually based on your understanding of how your variables and customers fit into the capabilities of online measurement. “At A Better Florist, we have the benefit of being a smaller organisation where we’re similar and there’s more homogeneity in terms of digital capabilities. It becomes sufficiently easier to talk of the next steps. “It’s a question of unlocking the value. First, you must understand exactly what that value means in the long run. We’re focused on profitability, but for us we will only grow in the way we handle attribution, and analytics allows us to grow.” WWW. MARK E TING-IN TE RAC TI VE . C OM

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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, Marketingâ&#x20AC;&#x2122;s 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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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 has what it takes by bagging three gold 2 M A RK ET I N G SEP T EM B ER 201 6

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 Marketing magazine. Added Soren Beaulieu, publisher of Marketing 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 – OUT OF HOME

GOLD

SILVER

Media owner: Moove Media Campaign: Health Promotion Board – National Steps Challenges

Media owner: Clear Channel Singapore Campaign: Coca-Cola Taste The Feeling

BRONZE Media owner: Singapore Press Holdings (SPHMBO) Campaign: Peel Off and Take Off to Darwin with SilkAir

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BEST MEDIA SOLUTION – PROGRAMMATIC

GOLD

SILVER

Media owner: Sociomantic Labs Campaign: Bukalapak re-engages idle app users

Media owners: iflix and RadiumOne Campaign: Unlocking sharing data to drive iflix’s first million subscribers

BRONZE Media owner: Criteo Singapore Campaign: Clicks to Conversions: Performance Marketing Drives Measurable Growth for MatahariMall.com

Real-Time Digital Advertising That Works

The Spark Awards 2016 Winners

BRONZE

FINALIST

Best Media Solution - Programmatic

Most Innovative - Technology

Clicks to Conversions: Performance Marketing Drives Measureable Growth for MatahariMall.com

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Clicks to Conversions: Performance Marketing Drives Measureable Growth for MatahariMall.com

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BEST WEBSITE BY A MEDIA OWNER

GOLD

SILVER

Media owner: Reworld Media Campaign: Be Asia

Media owner: Brilio.net Campaign: Brilio.net Launch

BRONZE Media owner: Yello Digital Marketing Global Campaign: Vulcan Post

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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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THE ART & SCIENCE OF CONNECTING WITH CONSUMERS

SINGAPORE

SEPTEMBER 2016

marketing-interactive.com

S$5.90 INC GST

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.