2006 Adoi Malaysia July Issue by Sledgehammer Communications (M) Sdn Bhd

ideas + insights + inspiration

WORLD CUP BRANDS: WHO ARE THE WINNERS? MEDIA OWNERS AND CREATIVE DIRECTORS GIVE THEIR TAKE AMP CONTINUES TO LEAD MINDSHARE: IN SEVENTH HEAVEN TBWA-ISC 'INSPIRED' TO SOAR TO GREATER HEIGHTS 9 771394 9310031

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E D I T O R

Free for all?

uring the recent World Cup, an interesting phenomenon emerged amongst our daily newspapers - the sprouting of World Cup editions that were given out free in the late mornings virtually every day, albeit some were sponsored by anchor advertisers. The Star with mainly Maxis and Nokia, theSun with Celcom, Nivea and an assortment of others, while the NST had Celcom,Petronas and Carlsberg. This has put a curiousspin on the concept of free newspapers, championed by the Sun with a circulation of230,000 copies distributed free every weekday since March, compared to 150,000 copies before that. It is believed The Star had a print run of 100,000+, the Sun 110,000 and NST about 50,000 copies of their free World Cup editions. I decided tovisit more than ten distribution points in the Klang Valley which served as

gateways for this flurry of excitement - these included conveniencestores, mini markets, LRT stations, office and condominium blocks, petrol stations and the like. There was one common denominator in all myobservations - all the free copies were snapped before mid-afternoon! Does this indicate Malaysians were now comfortable and familiar with the idea of free newspapers? Which could suggest that a free newspaper like theSun may be riding a new wave of newspaper consumption, evidenced by the general public s popular acceptance of the concept during the soccer season. Or was it just plain World Cup fever at his highest temperature? Another interesting learning was that most readers went to theSuns daily distribution points, obviously driven by the assumption, by habit, that anything free has got to be from theSun. In fact, in four places I saw The Star and NST piled up in theSuns stands. All fair when its free, I suppose! Short of turning this editorial into a hard-sell for theSun, I suspect things have been

looking good for them this year, with the number of wraparound advertisers in recent months. Of course, its too premature to say anything, but if the recent take up of free newspapers is anything to go by, you can figure out the rest. The gap is not far: theSun distributes 230,000 free copies compared to The Star at 300,000 copies while NST trails at 140, 000 copies. On a final note, free newspapers may be a blessing for paid newspapers, especially with the onslaught of digital media and the internet. Take solace in the comment below. Late last year, Dr.James Collins, Senior Vice President of Information Systems and Custom Analytics, Scarborough Research presented his analysis of free daily newspaper readership at the 2005 Worldwide Readership Research Symposium in Prague.He comments, "The extent to which free dailies are able to expand the universe of newspaper readers is significant to an industrywhich has experienced constant or even declining market conditions for the last three decades."

WEDNESDAY

mm litiSl . .111111118111

Special Noon World Cup Supplement

TELLING rr AS rt IS

ADOI MARKETING COMMUNICATIONS MAGAZINE

Recharge â&#x20AC;¢Seminar September 14th 9.30am - 5.00pm SIME DARBY CONVENTION CENTRE BUKIT KIARA Kuala Lumpur Details: ham@pop.jaring.my

AWARDS 2006

8 PHILIPS: BRIGHTENS UP OUR LIVES IN EVERYWAY When we think or talk about Philips as a brand, the first thing that races from the cells in our brain that hold and remember information, to the tip of our tongues, and out of our mouths in one short sentence is:"Television, Light Bulbs! They are really good".Which is less than water. Believe me.

34 COVER STORY 2006 will go down in Malaysia's advertising history books as the year we ruled Asia. This is no empty boast - clinching 5 Gold, 3 Silver and 3 Bronze at the Cannes International Advertising Festival last month, we steered clear of the pack and home and away as the No.l Creative Nation in Asia!

THE BEST ONLY WANT TO GET BETTER

How do you define success? Can success defined by the awards you receive from your peers? Is it maybe what satisfaction an agency derives when a client compliments the work produced? The thought process mind boggled me a litde. However, there are answers to everything in this world-eventuaUy. If there was a formula used for success, my take would be Mindshare, who recently emerged as victors at the Malaysian Media

REGIONAL CEO Harmandar Singh aka Ham • ham@pop.jaring.my MARKETING Jeffrey Hamid • jeff@ham.com.my SUBSCRIPTIONS Rani Bedi • rani@ ham.com.my CIRCULATION Lavanya Rajendran • laven@ham.com.my WRITER Raj Kumar • raj@ham.com.my ART DIRECTION Rosalind Julia Tann • ros@ ham.com.my PHOTOGRAPHY Jen Studio • jensiow@streamyx.com CONTRIBUTORS Josh Sklar, Chris Howden, Rodd Chant, Greg Paull and Thillaivarma Selvaratnam PRINTER DC Print Sdn Bhd DISTRIBUTION Five E-Comm. ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7722 5712, www.adoimagazine.com

"I start work by 7.00am and end around 9pm or 11pm.That adds up to 14 or 15 hours per day - so I've done the famous French 35-hour week before Wednesday lunchtime.I like the 35-hour week so much that I do it a couple of times a week!" Maurice Levyy Publicis Groupe Chairmanon his workinghours. "We have 957 companies, all full of egomaniacs. And of all the people, the worst are the creatives." WPP's Sir Martin Sorrell in a light-hearted swipeat creatives inCannes recently. "Is one ofWPP's nicknames, Why Pay People?" Anonymous

STILL BIG BOSS

The recent Radio Sweep results showed that AMP Radio Network consolidated their position as the number one listened to radio stations in Malaysia. I caught up with Borhanuddin Osman, Executive Director of AMP Radio Network and he was obviously upbeat about the future of AMP Radio stations in the country....

26 STRATEGY AND CHANGE: LEADING CHANGE

In leading change, the leader of a marketing communications agency, begins by establishing a sense of urgency, having examined market and competitive realities. He then forms a powerful guiding coalition, assembling a group with enough power to lead the change effort. 28

YOU'RE THE INSPIRATION!

In a very relaxed atmosphere at their office premises in HPTower, I had the distinct pleasure to have a chat with Bas Moreu and Ismail Paul Lingan, the executive creative director and deputy executive creative director respectively about where isTBWAISC heading and what is their mission here in Malaysia.

ABOUT ADOI MAGAZINE ADOI is Malaysia's leading marketing commu nications monthly and is read by urban and affluent, advertising, media and marketing professionals with an average monthly income in excess of RM5,000. ADOI is dedicated to the pursuit of excellence in all facets of marketing communications and serves as an observatory of the marketplace for ideas, insights and inspiration. ADOI also has a monthly Indonesian edition which is more than 5 years old and is planning to be in Vietnam this year through its partners in Ho Chi Minh City. ABOUT THE PUBLISHER Sledgehammer Communications is a regional publishing player serving the advertising, media and marketing industries of Malaysia, Singapore and Indonesia. In operation for over 12 years, they also host key industry events, award shows and seminars of critical significance to the market. The organization's role as a gate keeper and catalyst of change, knowledge and innovation is widely evident through its proven network of resources, talent and leadership.

"Once a year, the entireJWT agency closes its doors and everyone in the office spends an entire day helping a variety of good causes around the city.The day might involve doing arts and crafts with poor kids or organizing a Christmas party at a home for the elderly. It all wraps up with a big party and the entire day is shot and edited into a memorable video"JWT New York "The judging system is terrible. I believe people get chosen as judges for all the wrong reasons. Basically, the reason to be a judge is to get more entries from a specific country, not necessarily because they're any good. There are an awful lot of nobodies here, judging the work of good people, and that's morally wrong."Neil French on Cannes2006 "The O&M campaign for East Timor was my favourite for Grand Prix until we found out the agency paid for the media, and basically controlled it. It deserved Gold and in any other circumstances it would have won the Grand Prix. This year, Asia-Pacific has kicked butt!" Scott Whybin> Chairman&ECD WhybinX TBWAy Cannes2006 Press Lions judge "Some people have strong emotional ties to brands and others are brand sluts." jWjT worldwide CEO BobJeffery atWundermaris Cannes seminar "I know a guy who worked it out - apparently we re 14% in, although I'm not sure how accurate that is." Techno-visionary Bob Greenberg ofR/GAtalking toContagious magazine in Cannes when answering his own question: Howfar do you think we are through the informationagef

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

Audit Bureau of Circulation

(6,405 copies)

BRAND

MAN

hen we think or talkabout Philips as a brand, the first thingthat races from the cells in our brain that hold and remember information, to the tip of our tongues, and out of our mouths in one short sentence is: "Television, Light Bulbs! They are really good". Philips have been at the forefront of television and light products as far as I can remember from the time I was a toddler (that is a long time ago!). It is onlyvery recently, over the last two weeks, that I realised Philips are at the forefront of many other products and devices used by millions around the world but yet consumers generally would not have had an inkling that Philips is the product that is used in these circumstances. A meeting with the CEO and Chairman of Philips Malaysia, Mr Rajah Kumar proved to be an eye opener as well as a realisation that Philips is taking the bull by the horns and going all out to let the world know who the real Philips is and what they are actually made off. "Did you know that Philips produces 22% of all the medical equipment made in the world?" said Kumar "I bet you didnt." he added. Philips, he said however, is not going through a major transformation but just making a point that they have practiced all throughout their existence only in a more boisterous manner. "Our new tagline 'Sense and Simplicity' says it all. We create a product that is necessary for a certain market and the whole idea of it is that it is simple to use."said Kumar. He demonstrated by exhibiting a mobile radio that works through solar power. "All you have to do is turn it and tune in to the station you want! This was for a particular market in India where electricity is scarce!" he exclaimed with a beaming smile. "We at Philips are major contributors to healthcare, lifestyle, technology and solutions providers." Kumar continues. In light of the recently concluded World Cup, Philips were one of the official partners. For the sixth consecutive time, Philips is an Official Partner of the FIFA World Cup, supporting and promoting this ultimate festival of football with our most ambitious program ever.This year, however,is where Philips is most significant as they have undertaken a mission to create awareness of who they really are.

World's largest lighting providers have so much more on their menu BY RAJ KUMAR

H ADOI MARKETING COMMUNICATIONS MAGAZINE

Impossible to ignore in any language. No.1 Malay. No.1 Chinese. No.1 English. No.1 Tamil. 14.2 million Malaysians listen to radio every week. 11.3 million of them choose AMP Radio Networks. Can you afford not to communicate with our listeners?

Call 03 9543 8888

RADIO

fm 0

NETWORKS

Mv ygvT B x%. <0L

Source: Nielsen Media Research, Radio Diary Listenership Survey, Sweep #1, 2006.

BRAND "Our activities have been designed to make the most of this unique opportunity and will cover every market in which we operate. By drawing on products and solutions from across our healthcare, lifestyle and technology portfolios, Philips aims to help make the 2006 FIFA World Cup an unforgettable event for billions of people around the world." urges Kumar. "At eight of the twelve grounds, Philips' technology will light up the action with unique color and brilliance. Philips lights over half of all major sporting stadiums in the world and our ArenaVision technology is the first sports lighting system specially designed to enhance the theater and emotion of sport for everyone, whether they re in the stands or watching at home." "Every one of the 3.2 million tickets will incorporate an embedded Philips RFID (Radio Frequency Identification) chip. These tickets allow fans to pass quickly and safely through avenue s gates, just by waving their ticket over the readers at the turnstile and walking through.What's more, this technology doesn't just speed access to the grounds- the unique codes on each ticket will help prevent illegal trading and make it impossible to gain entry with a counterfeit ticket." added Kumar. Philips have also been at thee forefront of medical systems and equipment for a long period of time. The only heart defibrillator manufacturers in the world, Philips is no doubt proven that their mission is to give the people all over the world the best possible medical care available and to make their lives as easy as possible. "The goal of each product is clear - faster and more accurate diagnosis and treatment. Our product line includes bestin-class technologies in X-ray, ultrasound, magnetic resonance, computed tomography, nuclear medicine, PET, radiation oncology systems, patient monitoring, information management and resuscitation products. We also offer a wide range of services

MAN

including, but not limited to, training and education, business consultancy, financial services and e-care business services." he said. "Philips is also contributing to the wellbeing of spectators, staff and players through the provision of 125 HeartStart defibrillators to teams, stadiums and the tournament organisers throughout the 2006 FIFA World Cup. Ventricular fibrillation is the most common

0 ADOI MARKETING COMMUNICATIONS MAGAZINE

result of sudden cardiac arrest - and if it occurs, the faster resuscitation is attempted, the greater the victims chanceof survival. With our safe and easy-to-use HeartStart defibrillators available at every stadium, help will instantlybe on hand in case of emergencies." says Kumar. With sales of around Euro 4.9 billion in 2003, Philips Semiconductors is one of the worlds top semiconductor suppliers. We want to be the leading provider of semiconductor-based solutions for connected consumer and communications applications. "We just want our consumers and people who stereo type us as only a lighting company. No doubt, we are the worlds largest lighting providers in the world but we are also leaders in so many other fields and we want people to look at Philips as their friend and partner." concludes Kumar.

TORNADO

: AND

PHSliPS

SAVINGS

MEDIA

AGENCY

THE

YEAR

Chanchal and MindShare talents celebrating their victory at The MSA Awards 2006

The Best Only Want To Get Better A third consecutive Agency OfThe Year Award' and MindShare are still looking to scale greater heights BY RAJ KUMAR

ow do you define success? Can success be defined by the awards you receive from your peers? Is it maybe the satisfaction an agency derives when a client compliments the work produced? The thought process mind boggled me a little. However, there are answers to everything in this world-eventually. If there was a formula used for success, my take would be MindShare, who recently emerged as victors at the Malaysian Media

Awards for the third consecutive year and are on the right path to continue their quest to continue growing and improving until they are the best in all they choose to do. At the Malaysian Media Awards held at Mandarin Oriental last month, MindShare swept 12 awards (1 gold, 5 silver, 6 bronze) to pip Universal McCann for the title Agency of the Year. The Agency of theYear stole the show from Grand Prix winners, Universal McCann by a single point!

ADOI MARKETING COMMUNICATIONS MAGAZINE

"Awards are the consequence ofgood work. There is no doubt about that. To be honoured by your peers for what you have done is a huge plus point for any agency. But that is not the real satisfaction," said Chanchal Chakrabarti, managing director of the victorious MindShare media agency. To add to their already excellent portfolio, in the recent Asian Marketing Effectiveness Awards held in Hong Kong, MindShare won a Silver for their Sunsilk campaign.

MEDIA

AGENCY

THE

"This is testament to the fact that we at MindShare, have emjcloyed the right attitude, we possess excellent creativity and. we are on a mission to be even better than we already are ," said Chanchal. "This is a great honour for us as the judges are the marketers themselves and to be recognised for our efforts, its great not only for us but also the client. They will be in the forefront as well." he added. "This is testament to the fact that we at MindShare, have employed the right attitude, we possess excellent creativity and we are on a mission to be even better than we already are," said Chanchal. On the question posed about what is the key objective for MindShare, whether it was to receive awards or some greater recognition, Chanchal s reply was swift. "It is to meet the demands of our clients with the best possible creative and service work possible and to be complimented by them for a job well done is real satisfaction. The awards are a recognition of our work and if the industry recognises it, excellent!" he quipped.

as an advertising nation of high stature." said Chanchal. The most surprising comment I received from him was in relation to China as the next big thing in advertising. "Media planning is still at a very basic stage in China. Yes! It will eventually grow bigger but in terms of creativity, they still lag behind Malaysia and Singapore despite the smaller market share and economy," As if to say to me that we should be very proud of the level of creativity that existed within the local market, he followed up by stating. "We are without a doubt one of the most advanced countries and the most organised in terms of creativity,"said Chanchal. "We do not call anyone at MindShare staff. We truly believe they are TALENTS. And that is what we call them. We have stage

YEAR

company trips to desired destinations all over the world could prove to be the just the right incentive that employees need to feel they are being justly rewarded for their hard work throughout the year. "We have gone to Paris and Barcelona for our company trips!" he exclaimed. "We believe that motivation is a key factor to producing work that is of high standard and we do not believe in rewarding our talents with mediocrity. When they have strived to give us the best, MindShare strives to return the best to them," said Chanchal. MindShare is a part of Group M that constitutes of Mediaedgercia, Mediacompete and MAXUS and Motivator as sibling companies. It has been awarded a new role to ensure that all the companies under the flagship of Group M should be of equal quality with MindShare playing the anchor role. To have and employ the right candidates for the appropriate positions is a concept that Chanchal explained in MindShare, the ideology was based on a perfect fit system instead of a make do policy. "As we are the largest company under the Group M flagship, we believe in raising the bar for our sibling companies to the same high standards practiced by MindShare. For example, we will not hire somebody from our

^MndShar^ Media Magazine Afia Pacific Media Agency of the Year 2003, 2004 & 2005

"MindShare has a policy of doing the best possible job on anything we undertake. That may the reason why we have not lost anyclients at all over the past fewyears. Although some of them require us to pitch for them, we have been retained continuously," said Chanchal. On the topic of Malaysia's showing at Cannes, he seemed eager to discuss at length. "This is like the Oscars of advertising. To be in the shadows of Singapore and Thailand for the last few years, and now to jump into the lead, it says volumes about Malaysia as a creative nation. Our innovation, creativity ahs showcased Malaysia to the rest of the world as the place in Asia to look for creativity. Foreign multi-nationals will look to Malaysia

by stage training programmes at different levels to equip our talents with the tools to tackle different scenarios," he said, exhibiting a flavour of management that I could see was genuinely implemented and thought of without any qualms. "We have a policy that being the best is not good enough. That means you have saturated. We continuously strive to be better everyday. We have a very strong talent development and we are one of the first agencies that practices these learning programmes.They include courses and speeches in innovation, creativity and for top level management there is people management skills and many others," he added. Further motivation in the shape of quality

B ADOI MARKETING COMMUNICATIONS MAGAZINE

company to head a department if they do not have the relevant expertise to do so. We will hire the right suitable candidate to execute the ideology." he said. "We have expanded to suit the necessary requirements and needs of our clients. In that case, we have to be as good as the standards that we have set for ourselves. This is where MindShare s role will be inadvertently the anchor role," he concluded. As I walked out, I looked back and he humbly let me out of the door with a very warm thank you and genuine see you again routine, it dawned on me that we will definitely see and hear more of Chanchal Chakrabarti and MindShare for some time to come.

"What do 80% of the Urban Klang Valley drivers confess to using. ?"

New Klang Valley Expressway (NKVE)

^ 84% claimed they have used the NKVE in Hie past 6 months * 50% claimed they have used it at least once a week ft NKVE users are more affluent than the average Klang Valley driver ft 68% recall seeing billboards

Malaysia's F expressway user research by BIG TREE OUTDOOR conducted by Synovate. To find out more, email belinda@bigtree.com.my

BIG TREG think outdoor, think BIG www. bigtre eoutdoor.com

RADIO

BY RAJ KUMAR

he recent Radio Sweep results showed that AMP Radio Network consolidated their position as the number one listened to radio stations in Malaysia. I caught up with Borhanuddin Osman, Executive Director of AMP Radio Network and he was obviously upbeat about the future of AMP Radio stations in the country....

DO THE RECENTLY RELEASED STATISTICS SHOW ANY GROWTH FOR YOUR RADIO STATION LISTENERS? Let me put it this way. Out of the 14.2 million radio listeners, 11.3 million listen to our radio stations. That sums up to 79.6% of all radio listeners. We are still number one in the English, Malay, Chinese and Tamil in terms of radio listeners. Your competitors say their Malay stations are reaching 70% of under 30s, whereas ERA has a reach of only 57%. What does this mean?

WARS

STILL

ARE YOU LOSING OUT IN THIS AREA?

BOSS!

IN THE RECENT NEWSPAPER REPORTS, YOUR COMPETITOR CLAIMS THEIR ENGLISH STATION IS NUMBER 2 AMONGST ALL ENGUSH STATIONS?

Despite fresh competition, AMP Radio Networks are still the leading radio station network in the country

0 ADOI MARKETING COMMUNICATIONS MAGAZINE

Our competitors 70% is out of their 2.9 million cummulative which equals1.99 million listeners. ERAs 59%, however, is out of a staggering 6.227 million, which equals 3.67 million listeners. Further to that, ERA has far more quality listeners with 2 million in households earning over RM2,000, and 729,000 in households earning more than RM3,000. (Please refer to chart 1 and chart 2. These statistics will show you what we are trying to explain)

Please refer to chart 3. Statistics will show that we hold number one, two and three spots in that category if we look carefiilly at these statistics. We have no reason to jump the gun at the moment. Our English channels are still ahead of our closest rivals.

'Source: Audit Bureau ofCirculation's Report (July '04 - Jun '05

RADIO

WHAT IS THE KEY TO AMP RADIO NETWORK'S SUCCESS OVER THE PAST FEW YEARS? We conducted research and discovered that there are different sets of music listeners in Malaysia. Different music appeals to different people. So, we decided to segment our choice of music to suit the listening pleasure of our listeners. For example, Hitz FM appeals to younger more vibrant music listeners, Mix FM appeals to te retro age music listeners while Light N Easy appeals to music listeners with a yearning for soft, pleasant laid back music. We have managed to capture the listening pleasure even for our Malay channels like Era and Sinar.

HOW DO YOU VIEW YOUR RIVALS LIKE HOT AND FLY FM? I really think competition is most healthy as it augurs well for our industry. Radiolisteners have ample choice of music to choose from. It's like supermarkets. When one supermarket has been around for avery long time and almost everyone goes there, and suddenly another supermarket opens next door. Consumers will be curious to know what this new supermarket has to offer. Henceforth, they will go next door to explore. We cannot stop them from going over. That is the choice of every individual. Sometimes, they realise the older more established supermarket is still the best but sometimes they prefer the new supermarket and may continue to shop there. This process will continue with the opening of a new supermarket in the every time. Nevertheless, competition is always healthy. It keeps you on your feet and choices are always available.

WHERE DO YOU SEE RADIO CONTINUING TO BE THE RELEVANT TO PEOPLE?

I do not see radio per se dying off as source of information and entertainment in the future. Radio will eventually evolve. Like nowadays, there is visual radio.All you have to do is choose the song you want on your mobile phone, it will play the song and the video if you want as well. There's the internet, which is another source where radio services have been extended to. But personally, visual radio will be something that can change your life. I personally think radio is expanding and will move into new territory in the future and it will not be obsolete anytime soon. That's for sure.

WARS

WHAT IS THE TECHNOLOGY FOR RADIO IN THE FUTURE?

LET ME PUT IT THIS WAY. OUT OF THE 14.2 MILLION RADIO LISTENERS, 11.3 MILLION LISTEN TO OUR RADIO STATIONS. THAT SUMS UP TO 79.6% OF ALL RADIO LISTENERS. WE ARE STILL NUMBER ONE IN THE ENGUSH, MALAY, CHINESE AND TAMIL IN TERMS OF RADIO LISTENERS

The world is moving towards Digital Audio Broadcast (DAB). Singapore has already forayed into it. We will have to seriously consider moving in a similar direction, of course the investment is huge. CHART 1

HOT FM

ERA

% Based on Avg 1/4 hr listeners

Reach ('000)

.All People <3Q y,o

.70

X9StQ

All People > 30 y.o

Reside jo Urban Aceas

57..

1,7.14

Reside in Rural Areas

1.207

PMEBs

237

.Ail White Collar Workers

12.

335

Students

1.083

HHL2K+

32.

9.15

HHI3K+

308

464,000

164,000

2,922

931

Source: Nielsen Media Radio Audience Measurement, S'1, 2006

CHART 2 hitz.fi

Fly F VI

Reach ('000)

% Based on Avg 1/4 hr listeners

J.0&6

.75.

2G3

3.14.

% Based on Avg

.All People <30 y.0.

. ...

All People > 30 y.o

Raside jo Urban Areas

.79

J,DM.....

Reach ('000) .. .3.46

Reside in Rural Areas

263

119

PMEBs

.14

2H6 ....

19.

.57.

23.

335

J29

Students

596

209

HH12K+

..60

77.6

27.4

HHI 3K+

440

165

All WhiteCollar Workers

. ...

58,000 Source: Nielsen Media Radio Audience Measurement, S'1, 2006

CHART3

Quarter Hour Average Audience Weekday Listening Amongst English Broadcast OOO' 120

Fly FM

Light & Easy

80 60 40 20 O ยง <ยฃ>

Source : Nielsen Media Radio Audience Measurement, S'1, 2006

|ADOI MARKETING COMMUNICATIONS MAGAZINE

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SINGAPORE SENSES Sensory Solutions, an Australia-based research company, has opened in Singapore. Using the range of senses, the company measures, analyses and interprets reactions, giving greater marketing insights.

WOMEN!

OMINICOM IN CHINA Chinas Citic Guoan a division of the Citic Group has teamed up with Omnicom. The first phase will be the creation of DDB Guoan Communication Beijing Ltd, which is a merger between DDB China and Beijing Guoan Advertising. The chief executive of the Citic Guoan Group, part of the government-owned China International Trust and Investment Corporation, Mr. Yan Gang had earlier unexpectedly ended a joint venture with the Grey Global Group, a unit of WPP, after 14 years. The Financial Times reported the decision stemmed from Mr. Yan's belief he had been treated rudely by Sir Martin Sorrell when they met in London in April to discuss the joint venture. Bloomberg News quoted him as saying Sir Martin "had absolutely no manners, no upbringing and no culture."

A Plus revs up the action with ground-breaking tvc

GETTY GETS JAPAN Getty Images has tied up with Tokyo-based Amana Group which brings 50,000 images from Getty Images to new customers in Japan while at the same time, 50,000 images from Neovision,Sebun Photo and Amana brands will become available on gettyimages.com and gettyimages.co.jp

TM INVITES MOREAGENCIES! Big ticket advertiser Telekom Malaysia (TM) has commenced a tender to increase its creative roster of agencies, apparently to optimise its dealings and enjoy economies of scale. Six agencies have been invited; Spencer Azizul, Pesaka Grey, Dentsu, Friends, Lowe and Bloomingdale. TM's current creative agencies are TBWA, Astana and Interface

MINDSHARE TOPS ASIAN AWARD MindShare scooped 7awards on offer at this year's Asian Marketing Effectiveness Awards to edge out Ogilvy as this years leading award winner. MindShare collected silver for Pepsi India "Oye Bubbly" for best integrated marketing campaign, a commendation for Pepsi India Mountain Dews "Night of Dares" for most effective use of sponsorship, silver for Sunsilk Malaysia's"Impian Illyana" for most effective use of branded content, bronze for Unilever Malaysia for Rexona's "No Sweat Challenge" for most effective use of branded content, and a bronze for Pepsi India's "Spy Decoder Cards"for most effective use of sales promotion.

Y&R WINS SONY Sony has selected Young & Rubicam as its regional agency, following a multi-agency pitch that included 10AM Communications,BatesAsia andTBWA. Y&R will be assigned the USS4 million 'Sony Rejuvenation' brand campaign in an attempt to reverse its declining equity.

5 WORDSALLERGIC TO ADVERTISING A recent BusinessWeek article based on comments by Steve McKee, president ofMcKee Wallwork Cleveland, suggests that these words are non-no in ad land: Quality, Value, Service, Caring and Integrity. He cited overuse and consumer fatigue as his reasons.

he "I AM WOMAN!" tvc conceived by Saatchi &c Saatchi Singapore for United Overseas Bank, was directed by the world s top one 100** film directors - Sng Tong Beng. He told ADOI about his vision for the commercial was to celebrates the privilege of being a woman 'in a way mindful of its gender and by making no apologies'. And this powerful statement was brought to life by local production house A Plus Film. Adds Associate Executive Producer Andrew Chang, "With only 9 days to prepare, time was not on our side. But the hard work paid off, now this tvc is airing in both Malaysia and Singapore!" **RATJNG BYAD AGE GLOBAL& GUNN REPORT

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06)

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Brand: Hotlink Title: Goalkeeper Duration: 30sec Client: Maxis (Malaysian Mobile Services Sdn Bhd) Agency: BBDO Malaysia Sdn Bhd Creative Director: David Sin Art Director: Kelvin Chong Copywriter: Alex Wong / Mohd Zamri / Ahmad Fariz / Surya Salleh Language: English / B.Malaysia / Chinese Summary: It's a match between Germany and England and the score is tied at 0-0. During the game, the England goalkeeper receives a match alert on his phone: Germany 1 England 0. At this point, Germany scores and the goalkeeper watches in disbelief. Get match alerts first with the Hotlink Germany '06 pack.

Li www.adoimagazine.com broadcast a daily coverage on the 53rd Cannes International Advertising Festival from the south of France. Here are some of the people who emailed us their thoughts about our efforts.... "Loved it!" holim@ld.interface-com.com "Great stuff. Well done Malaysia!! Just goes to show that passion turns into world class work. You should all take a bow." Craig.Davis@5wt.com "It was a great coverage of the event. Specially with the great news you had to deliver. Thanks for your contribution to the Malaysian advertising industry and a big hug to all the winners." danicomar@mac.com "Congrats to the winning Malaysian ad agencies, keep the great work!!" fadjar_rusli@fastmail.fm

Brand: Hotlink Tide: Commentator Duration: 30sec Client: Maxis (Malaysian Mobile Services Sdn Bhd) Agency: BBDO Malaysia Sdn Bhd Creative Director: David Sin Art Director: Kelvin Chong Copywriter: Alex Wong / Mohd Zamri / Fariz / Surya Salleh :: English / B.Malaysia / Chinese Summary: A match is going on and a goal is scored. The crowd jumps up in celebration, blocking the view of commentators in the commentary room.They are lost and frantically looking out for the goal scorer. We cut to Hasbullah Awang looking at his phone and revealing the goal scorer to the rest. Live video streaming with Hotlink Germany '06 pack.

LETTERS

Brand: DiGi Tide: Unsung Heroes Duration: 40sec Client: DiGiTelecommunications Agency: Naga DDB Creative Director. Alvin Teoh Art Director:Jo Ho Copywriter: Tan Jit Seng Language: BM / English Summary: DiGi salutes to all the football fans by giving them special promotions.

EDITOR

'Your daily reports from Cannes this year have been brilliant. Malaysia Boleh!" edmiind_choe@saatchi.com.my

EVENTS

August 18 MAA AdBall 2006 Mandarin Oriental Hotel

"GREAT coverage!!! Hope you are enjoying Cannes!" Clara.Williams@corbis.com

September 14 MC2 RECHARGE SEMINAR The Idea Strikes Back! Sime DarbyConvention Centre,Bukit Kiara Starring Brian Grimwood and David Holmes Email: nam@pop.jaring.my

"Thanks for always bringing us where the action is!" Isabel.Gamboa@harrison.ph

November 6-7 Global Brand Forum, Ritz Carlton, Singapore. www.globalbranarorum.org

"Thumbs up for ADOI's online coverage of Cannes International Advertising Festival. It keeps reminding us in Indonesia that we have a lot of homework in sharpening our creative saw." andoko.darta@eurorscg.co.id "Thanks for ADOI's tireless efforts. Helped me keep abreast of what's happening." swong@aquent.com

ADOI MARKETING COMMUNICATIONS MAGAZINE

November 10 MACRO'S AIR Awards Shangri-La Hotel November 17: 4As Kancil Awards www.aaaa.org.my Sunway Lagoon Resort Nov 26-28 2nd Asia Pacific Media ForumBali International Convention Centre November 27-28: Beyond 2006, Singapore. www.beyondsummit.sg

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COLUMNIST RAPP COLLINS SWEEPS DMASIA 2006 Rapp CollinsMalaysia won Best ofShow for clientMicrosoft at DM Asia recently. It seems Malaysia has been on an award-winning streak inJune everywhere in the world - from Cannes to D&AD in London, and now Singapore! ALL FINE? Malaysia's third pay TV station Fine TV reported 1000 subscriber signups on the first day of launch. It offers 18 channels ofspecial interest programming round-the-clock' in the Klang Valley. 90% ofits content is foreign, comprising drama serials, karaoke, movies, game shows, educational, cartoons, animation, sitcoms, sports, reality tv and music video. FineTVs subscription package is RM388 registration plus monthly access fee of RM38 (RM10 early bird offer). Its technical installation is not compatible to Astros orMiTV's, and that may turn off potential subscribers. NEW BROADCAST CENTRE ATG Broadcast has completed a new 65 channel Broadcast Centre in Cybeijaya, Malaysia for ASTRO which will now split its broadcasting operation between Cybeijaya and its current operation at the All Asia Broadcast Centre (AABC) in Bukit Jalil. AWARD & AFA JOIN FORCES AWARD (Australian Writers and Art Directors) and AFA (The Advertising Federation of Australia) have formed a strategic alliance following the recent decision by AWARD members to split with long-time managers,Two De Force. MADISON MEDIA WINS 2 CANNES MEDIA U0NS Out of1,466 entriesfor Media lions this year from allaround the world, India's Madison Media has brought home two Media Lions, making it the first media agency ever to have won the Media Lion. No other agency from any part of the world has won more than two Media Lions. Says Chairman and Managing Director Sam Balsara, "Madison Media won the two Hons in two disparate categories Television and New Media. They were for Cadbury Dairy Milk in the Internet/ New Media category and for Procter & Gamble's Whisper Choice in the tv category." FRIENDS WORLDWIDE TO UP BILLINGSTO RM 34M Friends Advertising& Communication Sdn Bhd has targeted it'd annual billings to reach between RM32-34 million for the financial year ending Dec31,2006 from RM 26 million from th previousyear bysecuring newaccounts. Company chairman Shahar Noor said Friends have already secured about 70% of it's targetted billings for the year. NESTII GOES LEAN Nestle, die world's biggest food company, best known for its chocolate and coffee, has embarked on a new push to tackle obesity and diabetes. At thecompany's mountainside research laboratory near Lausanne, Switzerland,scientists are working on new products that alter the body's absorption of sugar, reduce fattyacids in the bloodstream,and step up the burning of carbohydrates during digestion. COKE GOES VIRAL Coca-Cola has released a viral film for the brand's new global campaign, which shows. Coke is 'happiness in a bottle'. "Inspiration", created byWieden &, Kennedy Amsterdam, is one of a set of "bottle films" created as part of the "Coke side of life" campaign. The films have been created to move the campaign beyond traditional advertising.

STRATEGY AND CHANGE: LEADING CHANGE

n this our third article on Strategy and Change, we shall discuss the leadership of change. Producing change is about 80% leadership and 20% management. In the context of the dynamic environment of the marketingcommunications industry, we have seen that successful strategy execution dependson leading incessant organizational change. In leading change, the leader ofa marketing communications agency, begins by establishing a sense of urgency, havingexamined market and competitive realities. He then forms a powerful guiding coalition, assembling a group with enough power to lead the change effort. A most powerful force in leading a change effort lies in creating a vision; creating a vision to help direct a change effort; developing strategies for achieving that vision and communicating that vision, using every vehicle possible to communicate the new vision and strategies. A shared vision is not an idea.It is not even an important idea such as freedom. It is, rather a force in people s hearts, a force of impressive power. It may be inspired by an idea, but once it goes further Sif it is compelling enough to acquire the support of more than one person, then it is no longer an abstraction. People begin to see it as if it exists. Few, if any forces in human affairs are as powerful as shared vision. Shared visions are pictures that people throughout an organization carry. They create a sense of commonality that permeates an organization and gives coherence to diverse activities. The leader empowers others to act on that vision, getting rid of obstacles to change. He creates the climate, the structures and processes that that encourages and aids the desired behavior. The leader plans for and creates short term wins, visible performance improvements. The leader consolidates improvements and producing still more change, use increased credibility to change systems, structures and policies that do not fit the vision.

He finally institutionalizes the new approaches, articulating the connections between the new behaviors and corporate success. If change is about taking an organization from its current state to a desired future state and dealing with all the problems that arise along the journey, then change is about leadership. Effective leadership requires the intellectual or cognitive abilities to perceive and understand information, reason with it,imagine possibilities, use intuition, make judgments, solve problems and make decisions. The spiritual dimension of leadership concerns the yearning for meaning and sense of worth that animate people in what they seek and do. People at work today seek meaning and purpose in their work. Effective leadership 'wins peoples souls'. Effective leadership also requires well-developed emotional intelligence- the ability to understand oneself and other people, display self-control and self-confidence, and to respond to others in appropriate ways. Emotionally intelligent leaders use personal power rather than positional power or authority. Emotional intelligence, in addition to cognitive and spiritual intelligence, is key to identifying and promoting the shared values that support the pursuit of vision, mission and strategies and to empowering and inspiring people. Emotionally intelligent leaders 'win peoples hearts'. While the necessary behavioral skills of leadership include both using and responding to emotion, for example through 'body language', they also comprise communicating in other ways, through writing, speaking, listening and through physical behavior (managing by walking around). Effective leaders motivate and inspire people to do what needs to be done. In any change process, the leaders must be credible. Credibility comes from perceptions of honesty and competence in leaders and from their ability to inspire.

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HAPPENINGS

You're Hie

INSPIRATION! TBWA-ISC are going great guns with 'INSPIRE' idea BY RAJ KUMAR

m ADOI MARKETING COMMUNICATIONS MAGAZINE

Discover the beast within

Deere. A word that best de*eNies ttws emergen©* of the «8 new Setria Neo Don't Im deceived! Underneath fee compact e*t»w fee* a pcwwrfd beast waiting to be unteashed W«h a formidable 110hp 1.fWfcre CatrPro ISW HIOHC engine developed in usMbqrMm vt*it lotus. ttae rmw machine »s capote of prowls high performance and a smooth, eowiffflrtdMe drive, youil be begging for mare, it's set to get voir heart racing.

t s not the hit ballad from Chicago in the 80s that I am referring to but the idea behind one of the most unassuming advertising powerhouses in Malaysia who are on a mission to share this idea with the Malaysian people.The first thing that comes to mind when we think TBWA-ISC is blank train of thought that says 'Who are they and what to write?"

ADOI MARKETING COMMUNICATIONS MAGAZINE

HAPPENINGS

eing one of the youngest multi national advertising agencies in the world and a presence of a mere five years in Malaysia, TBWA-ISC have been one of the movers and shakers among the top international advertising agencies on the local stage. Standard Chartered Worldwide, adidas, Proton Satria Neo, Malaysian Tourism and Shangri-La Hotel are just some of their many clients. In a very relaxed atmosphere at their office premises in HPTower,I had the distinct pleasure to have a chat with Bas Moreu and Ismail Paul Lingan, the executive creative director and deputy executive creative director respectively about where is TBWA-ISC heading and what is their mission here in Malaysia. "We believe in getting the job done to the best of our abilities. Our clients are our top prerogative. We may not be very significant yet in Malaysia but our work is a testament to our abilities. Our Malaysia Truly Asia television commercial is so widely known that foreigners in other countries, when relating to Malaysia are actually singing the 'Malaysia Truly Asia' song back to you. It s brilliant!" quipped Bas Moreu. In conjunction with their fifth year in Malaysia, these new kids on the block have conjured up quite a reputation for themselves. This year, they have launched the INSPIRE campaign in conjunction with their fifth year anniversary. "We thought about how people get inspired from different events that occur all over the world. We are showcasing how people take inspiration from disasters, sporting triumphs, concerts and how inspiring it can be to people around the world," said Paul. "These incidents changed the face of the world. It also changed the face of the world. It also changed our views and perception. From the devastating events of9/11 to the sheer courageof a man on a bicycle. From the united movement of a red army to the humanitarian act of Live Aid. They all served to inspire us," adds Bas. Both Paul and Bas were upbeat about the prospects of TBWA for future challenges.

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"We are on the way up. Theres no doubt. Our presence here in Malaysia over the last five years has been very encouraging. For us to hold some major local accounts is testament to our creativity and talent," assures Bas. TBWA-ISC managingdirector Ng Chiew Ping popped in to join us as we were warming up.... "From a team of only 18 ten years ago, when we were called ISC, today we have around 115 staff. That is a clear indication of our progress and potential.We must take pride we hold some prestigious Malaysian brands as clients," Chiew Ping added. When asked about the recent developments where Malaysia emerged as numero uno'in Asia at Cannes, the TBWA team were synonymous with their perspective on this achievement. "This is a great honour for the Malaysian advertising industry. Our creative talents are now in the spotlight. Malaysia will be on a pedestal when giant corporations take into consideration Asia as their source for commercials and advertising campaigns," continued Chiew Ping. When asked if it was based on rotation or pure merit that Malaysia triumphed over the rest of Asia at Cannes, Bas and Paul were

We thought about how people get inspired from different events that occur all over the world

ADOI MARKETING COMMUNICATIONS MAGAZINE

A'"

adamant that our creative excellence prevailed. 'When you look at the work that won awards, you have to first see if they were good work. At Cannes, this is a basic criteria. To win an award in Cannes, is a whole different level altogether. Only if you really deserve it, you are awarded. This is truly an honour," said Bas. There were also some concerns highlighted by Chiew Ping about the possibility of our creative talents leaving Malaysia for greener pastures elsewhere in bigger and more expanding markets like China. "It is already happening. I know of old friends in the industry already based in China. They are heading there as the market you know, is enormous and the possibilities have no boundaries. Eventually, the time maycome when Malaysia may lose their creative talent to bigger, booming markets like China.This will not augur well for the industry. We have to recognise these talents, reward them accordingly and ensure they remain in Malaysia,"observes Chiew Ping. Copywriting, she noted is the area where good talent is seriously lacking in Malaysia as the good writers have moved out to pursue their trade elsewhere like Singapore, China and Hong Kong. "Hopefully, with Malaysia being voted the best in Asia, these talents will come back to ply their trade back home. Ad schools should also address this lack of copywriters and conceive a way to churn out good writers to meet the demand that is growing rapidly." she concluded.

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INTERACTIVE

Cleanse the Web with AJAX BY JOSH SKLAR, FOUNDER LOGICWORKS - JOSH@LOGICWORKS.US

HOTLINK TUNES INTO PROXIMITY Proximity Malaysia, die relationship marketing division of BBDO Malaysia, announced their triumphin a recent pitch for the much-coveted Hotlink Music Zone business.The achievement, which entails a year-long contract, will see the enhancement and revamp of the Hotlink Music Zone into a complete entertainment portal forMalaysian youths. The win also extends BBDOs relationship with Hotlink to include Proximityfor thefirst time. BBDO Malaysia Chief Executive Officerjennifer Chan, expressed her enthusiasm when announcingthe high-profileand financially-rewarding business, which wassecured earlythis month."This win is a significant accomplishmentfor Proximity,and demonstrates our abilityto help clients reach customers through a myriad of touch-points. Proximity's enhancement of the Music Zone website is part of TotalWoik (BBDO's proprietary integrated brand communications tool) for the Hotlink brand, where we seek to integrate brand communications by taking a single compelling idea and extending it to all possible touch-points," said Jennifer. FCUK BEATTIE Fashion label French Connection UK is in talks with Yellow Door, a specialist retail ad agency, about a brief for an upcoming campaign. This the first time the fashion retailer has stepped outside their long-standing relationship between its chairman, Stephen Marks, and Trevor Beattie, the Beattie McGuinness Bungay founder. The decision is said to be linked to poor sales, which saw French Connections pre-tax profits fall by 53% to ÂŁ15.7m last year.

DR0GA5 SHARE CANNES CYBER GRAND PRIX

A spoof viral ad created by Dave Drogas agency droga5 for clothing company Ecko, in which a graffiti artist tags President Bushs Air Force One, shares the Cyber Lions Grand Prix prize with Crispin Porter &c Bogusky. The controversial 3-minute film "still free", which is Eckos mantra, uses an old aircraft painted in similar colours to Air Force One and a mock-up of Andrews Air Force base. It shows two man sneaking up to the fence around the base and climbing over to get to the plane and tag the words "still free" onto the side of the 747. The film was reportedly picked up by17,000 news outlets.Crispin Porter & Bogusky in Miami took its share of the Cyber Lions Grand Prix prize for its Golf GTI campaign for Volkswagen. HEINEKEN TAKES THE RED BRICK ROAD The Red Brick Road has been appointed lead agency on Heineken's ÂŁ40m global advertising account (excluding UK). The agency was involved in a pitch against StrawberryFrogAmsterdam to become the central global agency for Heineken's creative business. There is speculation the business has been handed to The Red Brick Road because Sir Frank Lowe, founder of the agency, has close ties with Charlene de Carvalho, the daughter of former Heineken boss, Freddie Heineken..

or the past dozen years or so, the Web experience has relied on fairly linear and synchronous technologies. You call up a Web site, it responds with information, you click on a link to request a piece of content, the Web server sends it to you and so it goes, back and forth. The oh-sohilarious quip turning the World Wide Web into the World Wide Wait owes its fame and fortune to the fact "its funny cause it's true." There are indeed necessary periods of waiting before moving on as your client' computer gathers the data from the server' computer and depending on their respective specs, that wait may be awee bit irritating. In the past year, however,we've begun to see the time many have been anticipating for several years; the day Web sites act, look and perform not unlike very useful, very commercial, regular desktop applications. AJAX, one of the principal techniques being used to achieve this reality, is a polite way of saying "Asynchronous JAvascript + Xml."Imagine a programmer understanding the value of a good brand name, but by taking these two 10 year-old, ubiquitous online technologies (trust me, they are) and wrapping them with a memorable moniker, suddenly you've got Google Maps instead of MapQuest and Flickr instead of PhotoDisc. A means to move around a page "dynamically." Whether you're sliding the Google map around and watching it instantly update with new information, or sliding through a series of thumbnails contained within a Flickr photo group. Or even looking up the best airfares on Yahool's new farechase. yahoo.com service, changing your parameters as you watch the data float in and fill up the page with options. The secret is in the"asynchronous" business end of the acronym. That means instead

of waiting for the computer to be finished transmitting or answering a request, the user (that's you) can carry on doing whatever you want without worrying about an hourglass or a spinning pinwheel (for my fellow Mac types) taunting you before the page finally refreshes. The data can plop onto your page whenever it gets there, all in the background as you move along on your merry way; the way you're used to with non-Web applications. In other words, AJAX allows you to have applications in a Web site (or a Web site that is an application) that work exactly like your desktop programs. To be more specific, the Microsoft Office (speaking of ubiquitous) suite of programs, by example, can now be carried out on a Web site, no matter what operating system your Web browser's running on (so long as it supports AJAX). And when I say "now" I mean, like, n-o-w. To experience the online spreadsheet power of Excel go to www.ajaxxls. com, for PowerPoint, try www.meyerweb.com/eric/ tools/s5 and Word, www. ajaxwrite.com. They can even import regular .doc, .xls, .ppt files in addition to OpenOffice (the free, open source version of MS Office) counterpart files. We have entered a world where Macs are being made with Intel chips and can even run Mac OS X, Windows and Linux sideby-side-by-side. Now we have Web programs that work instantaneously in the original "runs on anything" philosophy of the original www. Suddenly Microsoft's reign looks tenuous and the future possibilities, tremendous.I believe we are about to be party to a period where we see technologies like AJAX rewriting or, if you will, scrubbing away the relatively primitive manner we have been operating in as long as there has been a Web. I'm all for cleaning up our act.

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WZJ CANNES LIONS 2006

MALAYSIAN TIGERS D Roaring like never before, Malaysia charged ahead to leave the rest of Asia dazed in its wake with a fierce haul of 5 Gold 3 Silver and 3 Bronze Cannes Lions! By THE HAMMER 006 WILL GO DOWN IN Malaysia's advertising history books as the year we ruled Asia. This is no empty boast - clinching 5 Gold, 3 Silver and 3 Bronze at the Cannes International Ad vertising Festival last month, we steered clear of the pack and home and away as the No. 1 Creative Nation in Asia! The world should have seen it coming. We have been quietly showing ourselves up at regional ad shows re cently, but it finally came to bear this year in Cannes! And the best part is it was a collective victory. There was no one hero, Malaysia did it with their own team of heroes! Malaysia's Golden Boy Tan Kien Eng started the onslaught and put Malaysia on the world advertising stage with 2 Golds and 1 Silver!_The Golds were for ARC Worldwide's Malaysia Airlines 'Flight Crew Train ing Centre' direct piece! And the Silver_for ARC Worldwide's Women's Aid Organiza tion work.

It looks like the colours on Cannes famed Boulevard Le Croisette reflected the vibrant Jalur Gemilang of our Jaguhs in the warm Southern France sun. Never since our JWT's Edwin Leong picked up the historic Grand Prix has ADOI seen such fervour and fever in the corridors of power at the Palais du Fes tival - where advertising legends are made! It seems JWT's Grand Prix hit unleashed a cre ative current of tsunamic proportions among our brilliant creative minds. The Film Awards gala culminated the festival and the coveted Grand Prix for Film was awarded to Abbot Mead Vickers.BBDO London for their Guinness tvc titled "Noitulove," which is a playful but incredibly detailed time regression animation that devolves three modern beer drinkers back to days of primor dial ooze and walking fish. Malaysia was anticipating a strong rally by Thailand at the Film Awards to overtake its lead, but it was not to be - this victory was ours! However, Gold went to Jureeporn's JEH United and Thirasak & team at Creative Juice/Gl (TBWA). Japan's wins: Hakuhodo

GOLD LION - DIRECT, BUSINESS PRODUCTS & SERVICES TITLE; BEST OF BOTH, CLIENT: MALAYSIA AIRLINES, PRODUCT: FLIGHT CREW TRAINING CENTRE, AGENCY: ARC WORLDWIDE

0 ADOI MARKETING COMMUNICATIONS MAGAZINE

Tokyo - 1 Silver, Dentsu Tokyo - 1 Bronze. China's wins: Lowe Shanghai - 1 Bronze. In dia - 0. Singapore - 0. Philippines - 0. After 53 years, Malaysia had actually beat en powerhouse nations like JAPAN, THAI LAND, CHINA, SINGAPORE AND IN DIA to lead the field as the No. 1 Creative Nation in Asia for the first time in ad history! Perhaps, a feat well probably never see again for another 50 years, but 111 leave that debate for a later time. Now is the time to cel ebrate and cherish our crown. Take a bow - Tan Kien Eng, Edmund Choe, Steve Hough, Edwin Leong, Adrian Miller, Ted Lim, Huang Ean Hwa, Lee Szu~ Hung, and their eager cohorts from awardwining agencies ARC Worldwide, Saatchi & Saatchi, JWT, Lowe & Partners, McCannErickson and Naga DDB. Till the next Cannes Festival in mid next year, we as a nation can walk proud as the best of breed across Asia for one whole year bran dishing the Malaysia Boleh spirit wherever we go. Malaysia ,your time has come!

GOLD LION - DIRECT, DIMENSIONAL MAILING TITLE: BEST OF BOTH, CLIENT: MALAYSIA AIRUNES, PRODUCT: FLIGHT CREW TRAINING CENTRE, AGENCY: ARC WORLDWIDE

CANNES LIONS 2006

EVOUR CANNES LIONS!

GOLD UON-OUTDOOR TITLE: DIRECTIONS, CLIENT: LAND ROVER OWNER CLUB, PRODUCT: CALL FOR MEMBERSHIP, AGENCY: LOWE & PARTNERS

GOLD LION • OUTDOOR, CAMPAIGN TITLES: WIDOW & OLD MAN, CLIENT: KIMBERLY-CLARK, PRODUCT: KLEENEX 2-PLY FACIAL TIS SUE, AGENCY: JWT

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GOLD UON - OUTDOOR, CAMPAIGN TITLES: ZIMBABWE,BUSH, MYANMAR,CLIENT: AMNESTY INTERNATIONAL,PRODUCT: AMNESTY STAMPS CAMPAIGN, AGENCY: SAATCHI& SAATCHI SILVER UON - OUTDOOR TITLE: SALE ON SALE, CLIENT: IKEA, PRODUCT: IKEA, AGENCY: LOWE & PARTNERS

SILVER UON - DIRECT, FLAT MAILING TITLE: CARBON, CLIENT:WOMEN'S AID ORGANISATION, PRODUCT: WOMENAGAINST VIOLENCE MESSAGE, AGENCY:ARC WORLDWIDE

The Cannes Lions International Advertising Festi val is the only annual gathering of the world's advertising, creative, direct marketing, interactive, film, radio, media, sales promotion and marketing communities, During the Festival week, participants can absorb over 22,000 ads in film, press, outdoor, interactive, radio, media, direct marketing and sales promotion. More than 8,000 industry- figures from 75 countries meet at the Festival to absorb and learn from the best in international advertising, creativity and marketing communications, attend cutting-edge seminars and network in Cannes.

ADOI MARKETING COMMUNICATIONS MAGAZINE

CANNES LIONS 2006

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Malaysian FINALISTS

BRONZE UON-PRESS TITLE: CLASSROOM, CLIENT: NAILZ WORLD, PRODUCT: OPI NAIL STRENGTHENED AGENCY: LOWE & PARTNERS

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mmm BRONZE UON - OUTDOOR, ENTERTAIN & LEISURE TITLE: MAZE, CLIENT: SONY, PRODUCT: PLAYSTATI0N2,AGENCY: McCANN ERICKSON

ADOI MARKETING COMMUNICATIONS MAGAZINE

- TTTLE: FLAG CLIENT KIMBERLY-CLARK TTTLE: FINGER CLEW.OLYMPUS PRODUCT KLEENEX 2-PLY FACIALTISSUE PRODUCT. 700 CAMERA AGENCY: BBDO AGENCY: JWT TITLE: MAZE CLIENTS SONY PRODUCT SONY PLAYSTATION 2 AGENCY: McCANNERICKSON - TTTLE: DRIVE-THRU CLIENT PEPSICO INTERNATIONAL TITLE: NINE,OB, QO, ARMYCUENT PENGUIN BOOKS PRODUCT PEPSI AGENCY:BBDO PRODUCE BOOKS AGENCY:Y&R PRODUCTION HOUSE: PASSION TITLE: CAR WASHCLIENT. LAND ROVER OWNER CLUB - TTTLE: RADIO STATION CLIENT BMW MALAYSIA PRODUCE CALL FOR MEMBERSHIP PRODUCT MINI COOPER :LOWE & PARTNERS AGENCY: PROXIMITY/BBDO PRODUCTION HOUSE: PRS TTTLE: GROUP PHOTO CLIENT NIKON MALAYSIA PRODUCE CAMERA AGENCY:NAGA DDB • TTTLE: COMICS MONTH CLIENT KINOKUNIYA BOOK TITLE: CLASSROOM CLIENTNAiLZ WORLD STORES PRODUCT BOOKSTORE'S COMICMONTH PRODUCT OPI NAIL STRENGTHENER PROMOTION AGENCY: ARCWORLDWIDE AGENCY: LOWE & PARTNERS • TITLE: GUINNESS INSIDER CUENT GUINNESS ANCHOR TTTLE: PIGEONS CLIENT UNILEVER THAILAND PRODUCT GUINNESS AGENCY: OGILVYONE WORLDWIDE PRODUCT CLEAR ANTI-DANDRUFF SHAMPOO TITLE: UNBY MARTIANS? AGENCY: LOWE &PARTNERS TITLE: DAISY, SNAPDRAGON CLIENT HAVANA FLORIST CLIENT LEO BURNETT ADVERTISING PRODUCT INTERRORA AGENCY: SAATCHI & SAATCHI PRODUCT ADVERTISING AGENCY TTTLE: SIGHT, SCENT, EMOTION AGENCY: LEO BURNETT CLIENT THE FLOWER COTTAGE PRODUCT FLORIST ! AGENCY: SAATCHI &SAATCHI - TITLE: OLDAGE CUENT RHBBANK BERHAD TITLE: IRANCLIENT AMNESTY INTERNATIONAL PRODUCT ONUNE BANKING AGENCY: BBDO PRODUCT AMNESTY STAMPS CAMPAIGN • TITLE: STRESS CUENT RHB BANKBERHAD AGENCY: SAATCHI & SAATCHI PRODUCT ONLINE BANKING AGENCY: BBDO TITLE: PUPPETCLIENT SONY (MALAYSIA) PRODUCT PLAYSTAT10N2 AGENCY: SIL AD • TITLE: FISH TANKCUENIiEFFEM FOODS MALAYSIA TTTLE: PLANE CUENTC 99DA GROUP CENTRE PRODUCT WHiSKAS CAT FOOD PRODUCT DOUBLE A PAPER AGENCY:JWT AGENCY: TBWA-ISC

No.

ASIA

Gold

Silver

Bronze

MALAYSIA

INDIA

THAILAND

JAPAN

SINGAPORE

PHILIPPINES

CHINA

CANNES LIONS 2006

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HOW MALAYSIA BECAME ASIA'S TOP TIGER IN CANNES

ADOI answers the burning question that's puzzling the Japanese, IndiansA Singaporeans, the Aussies and half the word who turned up at Cannes! J ADOI MARKETING COMMUNICATIONS MAGAZINE

CANNES LIONS 2006

HE QUESTION ON EVERY-

one's lips, and these include by fel low business writers in countries like India, Hong Kong, Thailland, The Philippines, Singapore and Austra lia, is how did we do it. ADOI will attempt to answer this 'mysterious' question as the true industry observer of the local advertising scene over the past 10 years.

Role Models Let's start with the unassuming Tan Kien Eng of Arc Worldwide, who was the only Cannes Lions winner for Ogilvy in Asia

years the other half of Campaign Brief Asia's previous No. 1 Creative Jagdish Ramakrishnan. Ed has nurtured young talent, budding leaders, and seeked out the best minds to work for him - take Steve Hough for example, an other trailblazer who has been instrumental in the agency's creative fortunes. These days Ed shutdes between Malaysia and Indonesia, spreading his talent across a a larger canvas. Then comes my good friend Ted Lim who this year won Asia's only Cannes Silver in Radio. The meticulous, and extremely bright Ted has been the mainstay of Malaysian cre ativity with his creative consistency and gener-

"Edwin has since become a lighthouse of inspira tion for most Malaysian creatives, as someone who has unleashed the magic quiver and shot his arrow into the eye of the storm." Pacific a few years back. Kien is both a dark horse and a pillar of strength. A Double Gold Cannes Lions hero this year, he quietly did what he does best - win! Malaysia's secret weapon who has become a Direct Market ing whiz kid across Asia in recent years. You won't find Kien leaping like a mad soccer fan, but suffice to say his cool calmness underlies a talent that's really peaking in these times. Then we have JWT's Edwin Leong - no talk of Malaysia's creative prowess is justified without reference to the man who put Ma laysia on the world map two years ago with a Grand Prix in Outdoor! Personally, I be lieve that most creative icons from around the world have yet to get over our Grand Prix victory. I still remember almost getting into a argument on the piazza outside the Palais with some Brazilian buggers after the ceremo ny - they needed a crash course in geography; none could tell where Malaysia was! Edwin has since become a lighthouse of inspiration for most Malaysian creatives, as someone who has unleashed the magic quiver and shot his arrow into the eye of to stardom. Another leading light is Edmund Choe, a lovable Peranakan Baba who spent many years in Saatchi's Singapore before heading home to Malaysia. He has worked with the likes of David Droga, Craig Davis and was for many

ous attitudes. Many of today s creative stars in Malaysia have worked with Ted at one point or the other - people like Gavin Simpson (a shining star who is now heads Ogilvy 8c

Of late Lowe's Adrian Miller has really come into his own. A direct pedigree of the legendary Stan Miller, Adrian's work was decorated as Asia's Best Print in Bali recently, a feat that registered 9 on the Richter scale! The best part about Malaysia is we have so much more up our sleeve, one cannot rule out reclusive dragon slayers like Edward Ong and Ronald Ng (both regional Gold medalists and finalists at Cannes this year). Couple them with Ogilvy s Daniel Comar I believe the best has yet to come! There is a collective consciousness in Ma laysia - embedded in our national cry for excel lence or the phrase Malaysia Boleh (Malaysia Can!). Heads of agencies actively support the creative cause which is critical to excellence: respected managers like Tony Savarimuthu, Khairudin Rahim, Rishya Joseph, Jennifer Chan, Hamish Banks, Neal Estavillo, John Foley and more. Inter-agency spitefulness is virtually non-existent. We celebrate our vic tories together and it was this togetherness that came out in full force in Cannes. Which brings me to my next point - we have a great leader in our industry - Datuk Vincent Lee!

"McCann's Hwa and Szu - the unbeatable duo who in the creative revival of McCann Erickson Ma laysia has been in the forefront of this renaissance. They honed their creative edge under the great Yasmin Ahmad and have been inseparable as a pair ever since." Mather Manila), Adrian Millar and more. If you're looking for the winning boot, Ted can shoot with both legs! McCann's Hwa and Szu - the unbeatable duo who in the creative revival of McCann Erickson Malaysia has been in the forefront of the agency's renaissance. They honed their creative edge under the great Yasmin Ahmad and have been inseparable as a pair ever since. They are a study in contrasts actually - Hwa is a master planner of the big picture and Szu is a publicity shy bloke whose creative gems failed to escape the glare of fame.

ADOI MARKETING COMMUNICATIONS MAGAZINE

Leadership As President of the Malaysian 4As, Vin cent Lee also runs the country's largest agency. Two years ago, he was in Cannes when we won our first Grand Prix. His approach is from a national perspective, not from an in dividual standpoint - a quality also evident in Manila's David Guerrero's approach for The Philippines. Vincent's 4As Executive Com mittee members are all from reputable awardwinning agencies themselves. His agenda is clear - to put Malaysia on the map. This vi sion has been translated into many activities

CANNES LIONS 2006

The best part about Ma laysia is we have so much more up our sleeve, One cannot rule out reclusive dragon slayers like Ed ward Ong and Ronald Ng (both regional Gold medalists and finalists at Cannes this year). Cou ple them with Ogilvy s Daniel Comar I believe the best has yet to come! that encourage creative accomplishments. It is not unusual for a Malaysian winner to receive a personal letter of congratulations from our 4As President when there's a reason to cel ebrate! Talk about celebrations, Datuk Vin cent didn't waste much time as he showered this year's Cannes winners with praise during a get-together in the first week of their return to Kuala Lumpur, Exposure Sometimes, we forget the ones closest to us. There's no point in doing good work if the word does not get out. On that score, Campaign Brief Asia's Kim Shaw has been quick to recognize good work when he sees it. Malaysian work has been featured in the same light as the other brilliant work com ing out of Asia Pacific. This is a tremendous boost to the cultivation of the creative spirit. His Campaign Brief Asia rankings is a great barometer of the region's creative endeavours. Thank you Kim! Malaysian Creative Circle (MC2) Awards Dare I shamelessly declare that ADOFs Malaysian Creative Circle Awards (MC2) played a catalyst role in fostering a more dis cerning approach to creativity in recent years? Why not Our local creative judges had the chance to mingle with some world-famous

names who came to Malaysia, some for the very first time, and learn the workings of how creativity is evaluated. Gurus like Neil French (Godfather), David Droga (Cannes Jury President), Bob Scarpelli (Chief of DDB Worldwide and Clio Jury President), Piyush Pandey (Cannes Jury President), Craig Davis (Creative Chief of JWT Worldwide), Mark Waites (Mother London), David Guerrero (Cannes judge), Thirasak Thanapatanakul (Cannes judge), Jureeporn Thaidumrong (Cannes judge), Prasoon Joshi (Cannes judge), Rob Sherlock, Tay Guan Hin, Nor man Tan, are just some of the luminaries that graced MC2s top-notch judging panel. This illustrious list is more illustrious than space will ever allow in the pages of ADOI, but I think you understand how it all adds up. In cidentally, Neil first met Craig Davis in Kuala

Lumpur during the inaugural MC2 judging, and thereafter convinced him to joinJWT. These great names and personalities also shared their wisdom and ideas at the annual MC2 ReCharge seminar to the entire creative community - giving participants an insightful snapshop of the state of creativity around the world. They also went home with pleasant memories of Malaysia, becoming great friends of Malaysia in turn. And finally, the most encouraging sign is how our perennial Kancil Awards has come back with a revamped look and style. Last year, it played host to a glittering industrygala in an inspiring show of creativity and class! I feel Malaysia has everything to look for ward to: role models, leadership, encourage ment and partners who will help us strive to excel even further.

ADOI MARKETING COMMUNICATIONS MAGAZINE

WZJ CANNES LIONS 2006

MALAYSIAN CREATIVE CIRCLE AWARDS SENDS TOP WINNER TO CANNES! McCann-Erickson's Choo Chee Wee took his maiden trip to the holy grail of advertising, as the top winner of last year s Malaysian Creative Circle (MC2) Awards, and discovered a soul-searching experience

It was two months ago, as I was sitting in a cinema in KL watching a show when I got an sms. In the darkness of the chilled theatre, I glanced at my mobile phone vi brating in the night. I strained my eyes and read the message from Ham: I was going to the Cannes International Advertising Festival this year! And before I knew it, I was given a return ticket to the most prestigious advertising gath ering in the world, with accommodation taken care of and full delegate privileges, courtesy of ADOI magazine. Was it unbelievable or what? It all seemed like a dream untilI landed at Cote Azur on the most pristine of beach fronts along the French Riviera, when I realised I was in paradise! The delirious excitement surrounding the biggest phenomena in advertising was buzzing in my ears all week, as I feasted my eyes on the world's best work, best lectures, meet the best people, lavish in the best parties and just chill with my creative brethren from all over the

worid.

There were so many agency nights: Thais, Japanese, Indian, Production House gigs and client parties. Yes, it is an excessive way to see ads, most people think were spoilt rotten, but hey, as David Droga says: don't beat yourself up!

I literally spent the whole week absorbing the brilliance of thousands of ads exhibited or screened at the same cinemas where the Cannes Film Festival's gala ceremonies are held - the Palais du Festival. I am sure you've seen all the winners by now (if you haven't you can log on www.canneslions.com or www.adoimagazine. com). It was great to see work from Malaysia do ing so well But it was onlyas the suspense built up and Ham grew more nervous with excite ment by the day that I realized we were on the brink of creating history. And before I knew it, it was official: Malaysia ended up top of the rankings across Asia in No 1 spot! The news was just too much for all of the Malaysians who were attending Cannes this year. We were on Cloud 9. We knew our colleagues and industry members back home were being updated by www.adoimagazine.com every day, sometimes by the hour, and they had also been waiting in anticipation. But we were right here in the heart of the action - unbelievable! It is only when you're in a foreign land and your country shines through that you truly grasp the mean ing and pride of Malaysia Boleh! In the meantime, thanks a million ADOI magazine for taking me to Cannes. It was a dream come true, I've stopped pinching my self!

B ADOI MARKETING COMMUNICATIONS MAGAZINE

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McCann-Ericksons Chee Wee with his award-winning colleagues Huang Ean Hwa (ECD), Eddie Azadi (Senior Copywriter) and KC Chung (Creative Group Head) who won 2 Cannes Bronze Lions for So ny's Maze in Outdoor!

CANNES LIONS 2006

ADOI MARKETING COMMUNICATIONS MAGAZINE P

CANNES LIONS 2006

F YOU THOUGHT ALL THE ACTION IN CANNES happened at the Palais du Festival or along Le Croisette, let ADOI tell you that up in the hills yonder was the wildest bash of them all - Campaign Briefs Cannes Villa Pool Party, sponsored by the YoungGun Awards, Curious Film and Bob Industries. The highlight of this re-construction* gathering was an exclusive free seminar by Dr. Junge Pistole from the Institute of Wellness in Cannes. On arrival, guests were gowned in the Institutes uniform and immediately ushered to enjoy rejuvenating services which included saline drip feed, pure oxygen sessions, personal sponge baths and alcohol retox sessions. The perfect antidote after days of never-ending partying in Cannes.â&#x20AC;˘. or so we thought! Check out the action below (for pix of the French girl who swam topless before the crowd arrived, email ham@pop.jaring.my)...

m ADOI MARKETING COMMUNICATIONS MAGAZINE

MALAYSIAN STUDENTS WINS AT D&AD LONDON! A young Malaysian does the country proud on the world stage of fame! And you though we did well in Cannes only...

N LAST MONTH'S ISSUE OFADOI, we received a Letter to the Editor from Harvard Wang, a Malaysian advertising student who is at RMIT in Melbourne. He was nominated for the prestigious D&AD Student Awards in the UK un der the viral category. His radio script also made it into The Book. Harvard, who hails from Klang, incidentally is the only nominee from Australia! Harvard eventually made it to the D&AD Global Student Awards Ceremony & Dinner at Old Billingsgate in London and was award ed a Commendation for his viral advertising entry, responding to a brief set by Lucky Voice Karaoke. The brief said: "Through the use of viral or online advertising, encourage people to look beyond their prejudices and try out private room karaoke at Lucky Voice." His

storyboard is fea tured on this page. Harvard's in book' entry into Radio Advertising answered the brief: "Produce a radio advert promoting the authentic Ital ian origins of Bertolli's new olive oil range." The script in also featured on this page. Those of you who want to con gratulate Harvard (or offer him a job!) you can email him at harvardhism@ gmail.com. This has been the best year ever for the D&AD Student Awards, with over 3000 entries from 36 countries and 26% of entries came from outside of the UK. Twenty-five briefs were set covering everything from ad vertising and product design to digital and in teractive media, supported by top brands and organisations including: Virgin Atlantic, John Lewis, Creative London, CABE, Parlophone Records and Corbis. "The work was very impressive this year. The increased number of international entries and the overall quality of execution, accom panied by great ideas has made for a very im pressive body of work all round," added Garrick Hamm, D&AD Education Chairman. "Winning a D&AD Student Yellow Pencil and being featured in the D&AD Global Stu

dent Annual is the most effective way for stu dents to stand out from the crowd and make an impression on the creative sector." ABOUT D&AD:

ADOI MARKETING COMMUNICATIONS MAGAZINE P

CANNES LIONS 2006

CANNES 2006 - SHOWCASE OF WORLD'S BEST CREATIVE A photo essay of the work that's sending shockwaves across the globe! FILM WINNER: GRAND PRIX Category: Alcoholic Drinks Title: NOITULOVE Advertiser: GUINNESS Product or Service: GUINNESS Entrant Company, City: ABBOTT MEAD VICKERS.BBDO, London Country: UNITED KINGDOM Advertising Agency, City: ABBOTT MEAD VICKERS.BBDO, London Country: UNITED KINGDOM Creative Director Paul Brazier Copywriter Ian Heartfield Art Director: Matt Doman Agency Producer Yvonne Chalkley Production Company, City: KLEINMAN PRODUCTIONS, London Country: UNITED KINGDOMDirector Danny Kleinman Producer Jonnie Frankel Music: Peter Raebum/Adam Bushell/Tom Kenyatta/Nick Foster Sound Design/Arrangement: Johnnie Burn (wave)/Peter Raeburn (soundtree)

Three young men at a bar drink Guinness. Suddenly the action pauses and the film starts to play in reverse. The men walk backwards out of the bar. As they walk they seamlessly go back down the evolutionary chain through hundreds, thousands, millions of years. Super GUINNESS. Good things come to those who wait.

FILM WINNERS: GOLD

TITANIUM LIONS

Title: DESIGN BARCODE Advertiser. DESIGN BARCODE Product or Service: BARCODE DESIGN FOR PRODUCT PACKAGING Entrant Company, City: DESIGN BARCODE, Tokyo Country:JAPAN

Category: Cosmetics & Beauty Title: LOVE STORY 1,2,3,4 Advertiser SMOOTH-E (THAILAND) Product or Service: BABY FACE FOAM Entrant Company: JEH UNITED BANGKOK Country: THAILAND Advertising Agency: JEH UNITED BANGKOK Country: THAILAND Creative Director Jureepom Thaidumrong Copywriter JureepomThaidumrong ArtDirector Jureepom Thaidumrong Agency Producer Chainarong Wattanathanakul Production Company, City: PHENOMENA, Bangkok Country: THAILAND Director Thanonchai Somsriwichai Producer Angsana Premprasert/Sumalee Tantrapongsatorn DLOLP / Lighting Cameraman: Taveesak Kumpati Editor Manop BoonvipasMusic: Toy Cine Digital Sound Design/Arrangement: Chumpol Sepswasdi Account Supervisor Amornlit Sumranputi Advertiser'sSupervisor Surajana Sawadsaringkarn

m ADOI MARKETING COMMUNICATIONS MAGAZINE

Barcode Design took a simple and unattractÂ ive element of modem life, the barcode, and turned it into an object of meaning and even beauty. By simply manipulating those vertical black lines into art, it created an entirely new channel of communication. The barcode for a compact disc was morphed into musical notes; the barcode for shampoo became strands of hair. All of the barcodes are readable and they report zero misreadings among the 60 or so designs currently in circulation. The genius of this idea was the choice to innovate something that has been right under our noses for the past 20 years.

CANNES LIONS 2006 FILM WINNERS: GOLD

Category; Banking, Investment & Insurance Title:TYRE, TWISTER, ROBBERY Advertiser BANGKOK INSURANCE Product or Sendee: INSURANCE Entrant Company, City: CREATIVE JUICE\G1 (TBWA), Bangkok Country: THAILAND Advertising Agency, City: CREATIVE JUICE\G1 (TBWA), Bangkok Country. THAILAND Creative Director Thirasak Tanapatanakul / Prangthip Praditpong Copywriter prangthipPraditpong /Nutchanun Chiaphanumas Art Director Jon Chalermwong / Klttitat Larppltakpong/ Thirasak Tanapatanakul AgencyProducer Chuthrat Chingduang Production Company, City: PHENOMENA, Bangkok Country. THAILAND Hracton Thanonchai Somsriwichai Producer Angsana Premprasert Editor: Manop Boonvipas Musks Jumpol Sepsawasdi Account Supervisor PongsureeAssanasen

PRESS WINNER: GRAND PRIX

is#

UGO Type Of Advertisement Newspaper Category: Entertainment & Leisure Title; PERISCOPE Advertiser LEGO Product or Service: LEGO CONSTRUCTION BLOCKS Entrant Company: FCB JOHANNESBURG Cowitry: SOUTH AFRICA Advertising Agency: FCB JOHANNESBURG Country: SOUTH AFRICA Creative Director Brett Morris Copywriter Lance Vining Art Director Lance Vlning/Charies Foley Photographer Gerard Turnely Typographer Lance Vining Account Supervisor Joanne Donald Advertiser's Supervisor!!Gavin Mansour

ADOI MARKETING COMMUNICATIONS MAGAZINE F

uyWJjTlie Assault on truth Freuds Suppression of the Seduction Theory I J IVI Massovi

ourr SMOKING

BORROWING MONEY FOR CAPITAL PROJECTS

DO YOU KNOW THE MAN WHO DESIGNED THE CONTEMPORIZED LOGO OF THE JOHNNY WALKER MAN? His name is Brian Grimwood and he is simply one a kind. On a recent lecture tour to China, he was even mobbed by eager students wanting their botdes autographed! Brians work led the stylistic and conceptual way for British illustration. His work has appeared in almost every magazine published. Now, in a tradition that stretches back toToulouse-Lautrec,

he has successfully made the transition from illustrator to painter. "It s like starting again," says Brian.When Brian starts again', taking risks and breaking down barriers, the possibilities are infinite! A true creative icon, Brian founded The Central Illustration Agency (CIA) in 1983 representing 80 of the worlds most prestigious illustrators, including Sir Peter Blake, Jeff Fisher and Alan Aldridge. The CIA is affiliated with Berstein 8c Andriulli based in New York who were recently commissioned to handle a poster project for Absolut Vodka, done by Ray Smith.

M C 2

RECHARGE

SEMINAR

"Grimwood changed the look of British Illustration!" Across the region, Brian has worked for brands like Martell VSOP, Singapore Airlines and Raffles Hotel. A good friend of ad legend Neil French, Brian together with his comrade-in-arms David I lolmes handled a series of lectures for the WPP group in the region last year. More recently in London, Brian finished a series of prestigious posters for The London Underground celebrating The Olympic Games bid win. In the ongoing pursuit of creative excellence in Malaysia, the Malaysian Creative Awards (MC2) this year has decided to spin a new twist to the fascinating phenomenon of creative thinking through the eyes of Brian Grimwood, one of the foremost designers and illustrators in the world today. He will be joined by another seasoned pro in this journey, David Holmes (who incidentally gave Neil French a job in his early days in London), for a one-day MC2 ReCharge seminar at the Sime Darby Convention Centre in Bukit Kiara on September 14. Book early and recharge your creative energies at this once-a-year event.

TO REGISTER, EMAIL HAM@POPJARING.MY FOR MORE ON BRIAN\ VISIT WWW.BRIANGRIMWOOD.COM

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RADIO

SEMINAR

DIRECT

The Shocking Ihith: BY KURT CROCKER, CREATIVE DIRECTOR DRAYTON BIRD, CROCKER & MANO

ATL!

o those in the know, "Above The Line" (ATL) and "Below The Line" (BTL) are antiquated phraseologies. When uttered, they are really only useful as a means to identify the speaker's knowledge-void. And yet, uttered they are ... all too frequently. And worse, when "BTL" dribbles from the lips of the uninformed, it is often deemed synonymous with DM. (That's Direct Marketing, folks.)

HERE ARE A COUPLE OF INDISPUTABLE FACTS: • Direct Marketing is a specialized marketing discipline that engages any and all communication channels for the purpose of encouraging a measurable and, usually, immediate response • Direct Marketing can be used to acquire new customers, reinforce purchase decisions and keep customers loyal and profitable, long-term Now. For those of you who insist on dumbing-down marketer-speak, and cant imagine your world without that damned line, let s consider some broad definitions as offered by the Oxbrains English Dictionary: ATL (a tee el) adj. and/or n. [archaic] 1. a type of communications activity designed to positively affect consumers' attitude toward a Brand, and encourage purchase (acquire customers) 2. commonly used to describe traditional advertising media, e.g., television, radio, newspapers. Magazines and outdoor BTL (bee tee el) adj. and/or n. [archaic] any communications activity that doesn't include traditional advertising media, e.g., television, radio, newspapers and magazines. The BTL definition simply no longer applies in today's marketing world. (In case you missed it, note the usage label: archaic.) But when you combine the indisputable

DIRECT MARKETING IS A MEANS TO ACQUIRE NEW CUSTOMERS, WHICH USES, AMONG OTHER COMMUNICATION CHANNELS, TRADITIONAL ADVERTISING MEDIA, INCLUDING TELEVISION, RADIO, NEWSPAPERS, MAGAZINES AND OUTDOOR

facts and the above definition of ATL, what happens? Direct Marketing is a means to acquire new customers, which uses, among other communication channels, traditional advertising media, including television, radio, newspapers, magazines and outdoor. So when Direct Marketing is in the business of encouraging a measurable and immediate response through traditional forms of advertising, DM is ATL!

HALLELUIAH! You can shove other Direct Marketing activities Below The Line if you must. Like Customer Relationship Management (CRM), which is a communication process designed to keep customers happy and increasinglyvaluable after a first purchase. And targeted Direct Mail for prospecting purposes, go ahead, nestle that Below The Line as well. But let's get back to CRM. Often CRM activities take the form of mail, or SMS, or catalogs, or telephone calls. Now here's the twitcher: sometimes customers are informed of certain privileges exclusive to, say, their brandconnected membership. You might very well communicate a promotion to Esso/Mobile Loyalty Card members, for example, using — are you ready for this — traditional advertising media. Television, radio, newspapers. That means CRM, which is a very important part of the post-acquisition Direct Marketing process, also becomes ... ATL! Hey, this is starting to get fun! DM and CRM now joyfully exist ATL and BTL. For the word-challenged, I'll draw you a picture ...

Advertising (Press, Broadcast, Mags, Outdoor, etc.)

Advertising Non-Responsive POS, Ambient, etc.

Direct Marketing • DR Advertising (Press, Broadcast, Mags, Outdoor, etc.) • Targeted Awareness Advertising (e.g., CRM: members)

Direct Marketing • CRM 1 Targeted Direct Mail DR POS, Ambient, etc.

Now stareintently at that picture for at least 2 or 3 minutes. If you are concentrating properly, you'll notice that the line actually begins to disappear. Contact: cmcker@streamyx.com

a ADOI MARKETING COMMUNICATIONS MAGAZINE

WHO'S

WINNING

MALAYSIA NEW BUSINESS SCORECARD I BY GREG PAULL

ts been a busy few months on the New Business front, with a number of major accounts (including an airline) not resolved at press time. From the creative agency perspective, JWT has done well snaring the LG business locally, while WPP stablemate Ogilvy has secured Hi-City locally and a number of Asia Pacific wins, some of which will impact Malaysia. Recent news also indicates Y&R has won the regional Sony business for Asia Pacific. From the media agency front, Zenith has consolidated Hakuhodo s media clients, including Honda, Jusco and other major advertisers. While MindShare had a quiet few months locally, it secured some important regional new business wins. Carat also performed well securing the highly coveted Panasonic and Genting businesses.

CREATIVE AGENCIES Ogilvy JWT JWT Y&R DDB DDB DDB DDB TBWA McCann FCB Publicis Publicis Publicis Publicis Publicis Leo Burnett Saatchi EuroRSCG EuroRSCG M&C Saatchi M&C Saatchi M&C Saatchi Ogilvy Ogilvy Ogilvy Bates Publicis Ogilvy Ogilvy EuroRSCG

Hi-City LG Consumer Electronics LG Mobile Tiger Angel Cakehouse Sports Toto Malaysia Prudential Sunkist (F&N Dairies) Proton CIMB Private Banking Takaful Channel 9 Nestle Bonus Soya Milk A Cut Above Makro (BTL) GAP (store launch) Petronas Motorsports GAB - Tiger Beer Astro AM Bank Nike (Project) Chicken Rifcec Shoppe World Cup Equestrian Hitachi Data Systems LogicaCMG Rolls Royce Remy Martin Sands & Venetian VSI Brilie Reckitt Benckeiser

Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia Asia Pacific Asia Pacific Asia Pacific Asia Asia Asia Pacific Asia Pacific Asia Pacific

CREATIVE AGENCIES

Greg Paull is Principal ofR3 (www. rthree.com) a consultancy focused on improving the client-agency relationship

Hie New Business ScoreBoard is compiled monthly on behalf of ADOI by R3, a consultancy specializing in agency relationships, remuneration and reviews. All billings figures are annualized and are calculated based on R3*s estimates, adjusted from AC Nielsen ADEX figures or derived from agencies directly.. We attempt to accurately capture and estimate all new business activity in the Asia region - please email greg@rthree.com if you believe we have missed or inconectiy^^^^^^^^^^^^^H recorded any information.

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^ ADOI MARKETING COMMUNICATIONS MAGAZINE

MALAYSIA NEW BUSINESS WINS

MindShare MEC MindShare MediaCom Carat OMD OMD OMD Universal Zenith Zenith

Starcom Carat Carat Carat

Time Inc Campbells Royal Caribbean Gillette planning adidas MERCK SHARP & DOHME DOPOD JFD ADVERTISING N2N Schick Malaysia All clients within Hakuhodo Ad Agency (inc. Honda, Jusco, Ajinomoto, etc) Digi Panasonic Malaysia MTB-North Asia Genting

Asia Asia Asia Pacific Asia Pacific Asia Pacific Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia

Malaysia Malaysia Malaysia Malaysia

PAINTING WITH LIGHTS, PA I N T I N G

WITH BRUSH?

PAINTING RE-DEFINED

Barney Films Centre

No.9 Jcsian Peguam Ul/25. Gienmarie Business park, 40150 Shah Alarm, Malaysia.

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COLUMNIST

Mavlceting Performance Management:

THE CASE FOR CUSTOMER EXPERIENCE MANAGEMENT Soumitra Dey Business & Brand Strategy Director, Initiative Malaysia

ompanies forgot that customers are people—people who make decisions based on their experiences with the company's products, services, messages, and interactions. And customers have been fighting to be heard. Customer relationship management (CRM) attempts to pull together a sense of reality in brand, relationships, and loyalty. But CRM requires a massive investment and organizational change to adopt more and more robust technology and processes. Innovation continues to first push the envelope of capability and then finally pragmatic improvements — and every other industry analyst describes adoption curves. Adapting the company to new practices and technology becomes a seemingly escalating investment.

IS THE SAME TRUE FOR CUSTOMER EXPERIENCE MANAGEMENT (CEM)? NO. AND HERE'S WHY: • The key cause of a black hole of investments in marketing information technology and failed CRM implementations is serious confusion about customers. Opinions, not facts, rule decision-making. • At the heart of this confusion is a lack of disciplined insight into the interactions and experiences customers have with your products, channels, and company.

How can anyone actually think he can improve customer relationships and marketing effectiveness, much less generate more predictable consumer behavior, without recognizing and understanding the experiences customers have accumulated today? But that is exactly what most companies are doing. The discipline that has to be put in place to get acceptable returns on investment in customer strategies and practices is labeled customer experience management, but I wish it were called Imaginative Customer Understanding, or ICU, if nothing else for the healthcare parallel to the triage needed to get your company off life support and on to the treatments that customers will respond to and value. This is a new discipline and new tools. The main tool to deploy is generically called Touch Point Mapping (TPM). The underpinnings to this tool have been around since the early days of Rummler-

ADOI MARKETING COMMUNICATIONS MAGAZINE

Brache process reengineering in the 1980s. From failures in reengineering efforts we learned that if a company failed to conduct relationship mapping fundamental economics and interactions would be missing, dooming the success of a reengineering. In other words, people s experiences would make or break any reengineered company designs. These people were employees of the company, suppliers, channel partners—and customers. The discipline in CEM is actually very simple. And thats often the only real source of uneasiness for our customers; too many of whom continually look to put things through what one calls the Complexor

CASES IN POINT For one insurance client i worked with, the results were staggering. Where no consensus or alignment existed on customer or broker lifecycles and needs, it gained a common language and understanding of the most basic drivers of experiences. Company executives had imagined there were a dozen common customer needs; it turned out there were 25. Brokers, for instance, had 18 distinctive needs that had previously been viewed in silos across the company. The subsequent touch-point map highlighted • 155 touch points • 18 media used in interactions across touch points

y°«"-

Brand e Topic iversat/on

Tableview Tableview (M) Sdn Bhd (527844-M) A503 & A505, Kelana Square, 17, Jalan SS7/26, Kelana Jaya, 47301 Petaling Jaya Tel: 603-7491 8166 Fax: 603-7491 8122 http://www.tableview.com.my

COLUMNIST â&#x20AC;˘38 major gaps in experiences against expectations â&#x20AC;˘ 65 data stores (databases, spreadsheets, file folders) â&#x20AC;˘ 15 customer "off-ramps" (places where the experience caused defection) Armed with a much clearer customer understanding, this insurance company had the ability to reset priorities. Its initiatives included realigning around a customer mission to complement both the product and the risk management business mission. It reset information technology investment priorities based on what customers would value most. The company also learned how customers would use the Web for self-service and how that would relate to underwriting and claims customer service interactions that were so difficult for its customers and brokers. Companies that are embracing the role customer experiences have in driving theirfortunes are making targeted

improvements that deliver on their future state designs. The Insurance Company knew that point of sale at its affiliate stores was the critical touch point to customers, so it enrolled key stores to share customer data in a membership program that delivered better marketing on their behalf, driving more customers into the stores. It also realized that its customers could get more value from its multiple service lines. To communicate that to customers, it consolidated its contact center touch points so that customer service reps now have a single view of the customer with scripted offers that have fueled continued growth. Again one of the electronic retail chain developed disciplined customer profiles and segments and leveraged them in-store by unleashing the creativity of store management and employees to tailor the customer experience accordingly.The result: higher revenue per square foot at

participating stores. The reason customer experience management is getting so much attention today is that customers reward companies that actually listen to them and change the company's behavior to be more relevant and responsive.

The discipline that has to be put in place to get acceptable returns on investment in customer strategies and practices is labeled customer experience management, but I wish it were called Imaginative Customer Understanding, or ICU, if nothing else for the healthcare parallel to the triage needed to get your company off life support and on to the treatments that customers will respond to and value.

CQBBECTION

It's Mohd Zulkifli Abdjalil, Yet another Land Rover ad that meets the mark. All the elements of traditional 'Land Rover advertising' are present in full force. The trademark wit, the realistic execution and of course, a cracking idea. The correct credentials for the above ad are as follows: Titles: Hitchhiker Client: Land Rover Owners Club Agency: Lowe 8c Partners Sdn Bhd Creative Director: Adrian Miller CopyWriter: Adrian Miller / Gavin Simpson Art Director: Ian Lee Photographer: Allen Dang (Wizard) B ADOI MARKETING COMMUNICATIONS MAGAZINE

not bin Majid. ADOI would like to apologise to the editor in chief of the Malay Mail in regards to the article in the June issue for printing his surname wrongly.

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COASTING

ALONG

SEEING SEX IN EVERYTHING?

WE WERE GOING TO TALK ABOUT TASTE, BUT IT SEEMS A PICTURE SAYS A THOUSAND WORDS.

SAVOUR THE EXPERIENCE

GUINNESS

EVEN THE STRONGEST MEN HAVE A WEAKNESS.

SAVOUR THE EXPERIENCE

GUINNESS

Our intrepid reporter was on his third creamy Guinness when his mind started playing tricks on him. The oversized Guinness coaster before him had a picture of a dark hose of product plunging into a frothy mish mash more akin to something closer to a grown man's fantasy of a sexual nature. Upon asking the bartender for other variations of the same coaster idea, it brought to the fore more examples of how dirty-minded our interpretations can get. Is this advertising designed to provoke such 'indulgent' thinking. Whatever the reason, our ADOI reporter wasn't complaining. See for yourself... but please, do have some Guinness first!

H ADOI MARKETING COMMUNICATIONS MAGAZINE

ENJOYED SINCE 1759. (OR 18:30 IF YOU ARE WORKING LATER.)

SAVOUR THE EXPERIENCE

GUINNESS

BOLD

DISTINCTIVE.

FULL OF CHARACTER. JUST LIKE THE MEN WHO DRINK IT.

SAVOUR THE EXPERIENCE

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in co-operation

RECYCLE

THINK BEFORE YOU THROW

Environment Protection Program for Outdoor Advertising

Ministry of Housing and Local Government

DuPont Malaysia Sdn Bhd (53002I-T> Level 6, Bangunan Samudra, I Jalan Kontraktor UI /14, Seksyen UI, Taman Perindustrian HICOM-Glenmarie, 40150 Shah Alam, Selangor Darul Ehsan. Tel: 03 5567 2504 Fax: 03 5569 2994 Email: david.tan@mys.dupont.com ©2006DuPont. All rights reserved. Tyvek® is a registeredtrademark of DuPont or its affiliates.

The miracles of science'

HOMEGROWN

HEROES

BY RAJ KUMAR

A LOCAL RECIPE FOR SUCCESS

Bloomigdale confident that the market is big enough for everyone to share

bout a decade ago, a young, bright eyed, fresh graduate out of advertising school will first think of sending his or her resume to the first agency that comes to his mind. In this case, it would usually be the McCanns, DDB s and so on and so forth.

Today, however, this is not the case. Due to the emergence of some successful local agencies that believe in practicing high standards through their trade and carving out a formidable reputation for themselves, this notion is not what is used to be anymore. Malkeet Singh, executive director of Bloomingdale, a successful local home grown advertising agency says the fact that local agencies can have advantages that clients find more appealing to suit their needs and wants in terms of advertising, is on the rise. "At Bloomingdale, for instance, we are driven by passion. We make it a point to work harder than the rest. That attitude is essential despite the fact that we do not possess the same financial resources as international agencies, it does not mean we are less creative and less efficient," he said. One of the accounts held by Bloomingdale is Tourism Malaysia (South Asia), a blue chip client to have in their portfolio by local standards. Some of their clients have included Barisan Nasional, EON Bank, RHB Bank,

DRB Hicom and Citroen. "We have 40 staff and our billings per year is in the region of RM 40 million. I would say this is good as we have faced our ups and downs over the past twenty years. And for us to be still standing, we must give ourselves due credit," added Malkeet Malkeet also said that it was an important policy of the company to be goal driven and never let an opportunity slip by unnoticed. "We as a local agency, must adapt to the changing landscape. Nowadays, our larger international counterparts have established themselves as one- stop centres for all supporting services that can be related to advertising such as events, exhibitions, public relations and other related aspects. We have to grow and implement these services in our organisation structure so as not to be left lagging behind," he said. Malkeet was also quick to point out that local agencies have it in them to succeed but they have to persevere and keep working harder if they are to attain success.

ADOI MARKETING COMMUNICATIONS MAGAZINE

"AT BLOOMINGDALE, FOR INSTANCE, WE ARE DRIVEN BY PASSION. WE MAKE ft A POINT TO WORK HARDER THAN THE REST. THAT ATTITUDE IS ESSENTIAL FOR DESPITE THE FACT THAT WE DO NOT POSSESS THE SAME FINANCIAL RESOURCES AS INTERNATIONAL AGENCIES, IT DOES NOT MEAN WE ARE LESS CREATIVE AND LESS EFFICIENT," HE SAID.

Kumpulan Karangkraf Sdn Bhd. Lot 2,Jalan Sepana 15/3,Off Persiaran Selangor,Seksyen 15, 40200 Shah Alam, Selangor Darul Ehsan Tel: 03-51013611/ 612 Fax: 03-51013603 http:// www.karangkraf.com/nona

creative productby

karangkraf

As the world s biggest branding consultancy, Interbrand prefers to stay cool BY RAJ KUMAR

The world's first 6-star hotel for animals,

4ft malaygia

he first thing I asked my employer was 'Who are these guys?' I was a little flabbergasted when he said 'You will find out!' Not the answer I expected. After browsing through the internet, I realised that Interbrand, part of the Omnicom Group are the worlds largest branding company in the world. The best part was its CEO Jez Frampton was in town. He was in the company of Terence Oliver, CEO for Asia Pacific and Stuart Green the Director of Asia Pacific operations. They were residing in the

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BRANDSPEAK BY BRAND GURUS Mandarin Oriental, so I made my way there in a hurry and was very surprised to see three gentlemen who were extremely easy to talk to awaiting my arrival. When I touched on the aspect of branding and what work has Interbrand done in Malaysia. "Telekom Malaysia. Thats one of the branding exercises we carried out here, together with our affiliate OVA," exclaimed Stuart. The exercise of re-branding a large corporation that has an image that is already

fixed, is a complex exercise. "All decisions involve a level of risk. Clearly defining and quantifying that risk is a key to effective decision-making. Interbrand employs proprietary research methodologies to assist in these decisions whether it be the choice of a new name or package design, the repositioning of an existing brand or the introduction of a new one" added Jez. "For example,Telekom Malaysia's case was different from other branding exercises we done for other telecommunication companies, like

INTERBRAND EMPLOYS PROPRIETARY RESEARCH METHODOLOGIES TO ASSIST IN THESE DECISIONS WHETHER IT BE THE CHOICE OF A NEW NAME OR PACKAGE DESIGN, THE REPOSITIONING OF AN EXISTING BRAND OR THE INTRODUCTION OF A NEW ONE

INTERBRAND "Branding is taken very seriously in Asia. In comparison to Europe for example, status is not a key factor when it comes to a brand. Asians, however, are very status oriented. For example, a Mercedes is a statement for status and it is taken very seriously here in Asia. That is why the standards for branding here in Asia are extremely high," said Terence.

their strategies. All three of them were of the same opinion he first thing I asked my employer was 4Who are these guys?' I was a little flabbergasted when he said *You will find out!' Not the answer I expected. After browsing through the internet, I realised that Interbrand, part of the Omnicom Group are the worlds largest branding company in the world. The best part was its CEO Jez Frampton was in town. He was in the company of Terence Oliver, CEO for Asia Pacific and Stuart Green the Director of Asia Pacific operations. They were residing in the Mandarin Oriental, so I made my way there in a hurry and was very surprised to see three gentlemen who were extremely easy to talk to awaiting my arrival. When I touched on the aspect of branding and what work has Interbrand done in Malaysia. "Telekom Malaysia. That's one of the branding exercises we carried out here, together with our affiliate OVA," exclaimed Stuart. The exercise of rebranding a large corporation that has an image that is already fixed, is a complex exercise. "All decisions involve a level of risk. Clearly defining and quantifying that risk is a key to effective decision-making. Interbrand employs proprietary research methodologies to assist in these decisions whether it be the choice of a new name or package design, the repositioning of an existing brand or the introduction of a new one" added Jez.

WHEN HE SAID 'YOU WILL FIND OUT! Orange in France where the business culture is different. At Orange, the staff were made to accept the change before the brand was accepted by the consumers. Internally, it was viewed as very important that the structure was accepting the progress of the brand as well," said Stuart. "At TM, we had to do it differently. We had to start by introducing the branding exercise externally to the consumer. Only later we agreed it will eventually be accepted internally by the staff. So it is different in various organisations as they have different working cultures and ideologies," added Stuart. We have also done the branding for Starhill, Petronas Lubricant Divisions and UEM. It is well known that brands and other intangibles are typically a corporations most valuable assets. This explains the premium paid for acquiring brands and the growing importance of brand management. Interbrand was the first company to ever publicly put a value on a brand and their methodology is the most widely endorsed in the world. Assessing a brands value is critical to marketing investments and allows management to plan and assess the impact of

"Toyota took over twenty years to establish themselves as they are now. The Koreans took a half the time to establish the branding of their automobile brands. At a function in Beijing a few months ago, a Chinese car manufacturing representative was so sure that their car brand will have equal penetration as their competitors in 5 years! That is truly amazing," he said.

MEDIA

OWNERS

CREAT IVES

HOW OFTEN DO MEDIA OWNERS MEET AGENCY CREAHVES? BBDO Singapore's Seshadri Sampath broached this question earlier this year at the Malaysian Media Congress, suggesting they do not meet often enough hence depriving creatives the possibilities of exploring innovative media solutions. BY RAJ KUMAR

hen was the last time media owners had the chance to brief creative players in ad agencies on the possibilities their medium can provide? The funny thing is we all assume media owners and creative people are always in contact with each other. But the truth is far from it.The painful reality is media owners are alien to most creative types. Even though creatives are charged with coming up with ideas-driven brand solutions they may not be aware of the full spectrum of media opportunities available in the market place. Should this ignorance be encouraged? Should the practice of talking to media owners be the sole responsibility of the media agencies. We posed this question to both sides and here are their thoughts... J ADOI MARKETING COMMUNICATIONS MAGAZINE

"For us, as an outdoor media owner, we dont meet the creative heads of agencies much nor do we actively pursue meetings with creative heads as we would traditionally deal with media buyers. However, creative agencies do call us when they want to explore creative execution in our medium," Kenneth Teo, Senior Business Unit Head, Marketing and Corporate Communications, BigTree Outdoor

'We have always been able to meet heads of'agencies to update them about all our publications and media options. This was never a problem for us. Agencies are always open to hearing us out," Ho KayTat, Group Managing Director,The EDGE Communications

ng ripples into waves

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MEDIA

OWNERS

CREATIVES

"I am not sure about other media owners but for me, Tve been itching to do talk to creatives in ad agencies, but never truly had the time," Ahmad Izham Omar, Chief Operating Officer, 8tv Head of Radio, Media Prima

"CANT REMEMBER, WAS SO LONG AGO!" Adi Satria, Managing Director, Utusan Malaysia.

Just last month actually! ASTRO came to brief us on their \Red Button promotin but that was it. Other than that, I have never been briefed by media owners in my whole career as a creative director! Adrian Miller, Creative Director, Lowe & Partners

"It depends. About a month ago, I received an e-mail[from a media owner in regards to toilet advertising. It was interesting as it is a concept where when you stand away from the toilet mirror, you can see the ad placed but when you move closer to the mirror, the ad disappears! (When ashed about conventional media), No! I can't remember the last time! Ted Lim, Executive Creative Director, Naga DDB.

It s obvious that different media owners have different approaches some meet with ad agencies regularly, some meet when they need to do so and some intend to do so but just do not possess the time, or have not done so in a long, long, time! ^ ADOI MARKETING COMMUNICATIONS MAGAZINE

Actually, just recently. I think it's important that we creative directors meet with media owners as the ideas that we have must coincide with the media pla forms that are available. In this case creative directors can observe ifa potential idea can be realized with the appropriate media. Usually, media owners meet with our media people but maybe, we should meet with them morefrequently" Paul Lingan, Deputy Executive CreativeDirector, TBWA-ISC

THE CREATIVE THINKING

BEFORE THE CREATIVE THINKING The second, of a two part series on the basics of planning

n the last issue we looked at the different types of planners and how they tend to have very different approaches to the way they ply their trade. Here, we outline why the discipline has developed to such a state of ill-definition and also examine what you should look for from your strategic planning department (if you are lucky or unlucky enough to have one). The idea of ever havinga planner around was first tabled in the late 1960s. At that time, consumer research had been almost exclusively handled internally by advertising agencies. Suddenly, two things occurred. Firstly, independent research companies began popping up with a resultant explosion of data. Allied to this was the fact that clients were beginning to set up the first marketing departments, on the then earthshattering premise that it might be better to make things for customers rather than hoping customers buy the things you make. These new marketing departments began reclaiming control from agencies, in the process hiring people from within the advertising industry itself and thereby causing a veritable brain drain that some say has continued to this day. The research companies on the other hand, began introducing a series of hare-brained, unhelpful and mechanistic techniques in an attempt to solve the enigmatic and perennial problem of what makes an ad work?' They toyed with insane things like persuasion shifts, palm sweat and pupil movement (apparently, the better the ad, the stickier the goo on your paws and the more you look like you've had about twenty spliffs for breakfast!) In contrast, the advertising agencies themselves began a thirty year spiral into a state of whingeing paranoia. Although to be fair, a select few did try to do something to rectify the situation. The problem was that the role of the account director was changing quickly. Apart form having to continue to resolve differences between

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creative teams and clients, the suit was becoming more and more involved in deciding what data should be used or commissioned to plan effective campaigns. To some, like the 'father of planning' - Stanley Pollitt, of BMP - this constituted a conflict of interest. He also felt that there was an increasing need to get a valid consumer response to ad concepts early, before too much money or too many reputations were put on the line. And out of all thiscame account planners. Pollitt called them the conscience of an account', giving them a mandate to ensure that everything possible was done to get the advertising right. The basic function of today's planner is to work with available research, a degree ofintuition, a thorough understanding of advertising and a certain amount of brain power, to effect the communication strategies for brands outside the sometimes politically nightmarish client-agency relationship. It typically involves the balancing of the often-intuitive views of the creative team, the expediency of the account guy and the plodding reasoning, insecurity and nervousness of the client, whilst at the same time ensuring that the work produced is relevant and right for the brand in question. And today, it is a seemingly more important and sought-after discipline than ever before. The reasons for this are manifold.

SUITS TALKING THEMSELVES OUT OF A JOB There was a time when clients were happiest with a long-lunching, occasional-golfing, ever-nodding agency contact person. Client shouts...suit dances. "The client doesn't like

ADOI MARKETING COMMUNICATIONS MAGAZINE

STRATEGIC it"..."The client thinks we should add this shot, increase the size of that logo and appear in the ad herself." In an environment where marketing departments are arguably close to extinction and inter-brand competition is at its most fierce, the last remaining Marketing Directors and Brand Managers are fighting for their lives within their own organisations. More accountability is being demanded and they increasingly need to intelligently justify what the hell they are doing - something that

PLANNING

few suit-bedecked advertising monkeys have ever been genuinely capable of.

and a degree of client-agency trust has gradually been eroded.

INCREASING AWARD-CENTRKITY OF AGENCIES

THE CONTINUING QUEST FOR EFFECTIVENESS

Over the past 20 years, many agencies havebecome more and more focussed on gong collection. I have lost count of the number of unprofessional creative goons I've met that couldn't care less about the brands they work on, so long as they provide them the opportunity to get their names up in lights. Increasingly, I feel clients have sensed this

Although perhapsa corollary to the first point,we are allstill, over thirtyyears on, striving to maximise the impact of the advertising dollar. Advertising should be about effectiveness. Effectiveness is about why you advertise: you want an effect, be it increased sales or simply a more loved brand. Effectiveness differs from creativity in this regard. Creativity's about how you advertise. It doesn't matter how sexy or funky or award-winning the work is, if the creative strategy is wrong, the ads will most-likely fail.

MEETING THE DEMAND OF CREATIVE TEAMS And of course planners must motivate. Talk to the great creative teams and theywill bemoan the fact that the briefs they receive are more often than not multiple-minded pieces of claptrap. The best creatives would all usually make great planners for they realise that the most important thing for a brand is that it establishes a onetrack differentiation that will touch the hearts of consumers. In this regard the planner's internal role is to give creative teams the end-point for their advertising. When a writer/art director team sit down to create, they more often than not are staring down a dark, directionless tunnel - if there is a light switched on at tunnel's end, it suddenly makes things much easier and allows creativity, relevant creativity, to flourish. And yet for all the planning theory, the practice evident in this fetid swamp we call our advertising industry leaves much to be desired. Planning works best when the rule-book is discarded. When planning papers arestories that are simple enough to be read and understood by an average consumer. When planners remember that they are not there to help the client write a brand plan but rather to help creative teams produce work that sparkles for the brand. Work that immaculately fuses a fantastic consumer insight with an excellent creative idea. Sounds simple enough but tis more the shame that we appear to be hell-bent on making everything more and more complex, to the point where the last forty years of marketing and advertising could be seen, ironically, as a relentless process of driving consumers further away from brands.

Sean Boyle is Asia Planning Director at Saatchi & Saatchi ADOI MARKETING COMMUNICATIONS MAGAZINE H3

MEDIA

GRAND

PRIX

WINNER

UNIVERSAL McGANN HITS THE BIG ONE!

Gaurav Bhasin gives his take on the recent highlights that have rocked the Malaysian Media Awards BY RAJ KUMAR

had the pleasure to chat with Mr Gaurav Bhasin, Managing Director of Universal McCann. I was privy to insights in regards to what he thought about the narrow defeat for Agency of the Year at the recently concluded MSA Awards and what drives an organisation like Universal McCann to continue their quest to continue developing and churning out works of excellence. HOW DOES IT FEEL COMING SO CLOSE TO WINNING AGENCY OF THE YEAR. WAS IT A DISAPPOINTMENT? Its all about perspective... according to us, it is a really proud moment to have your work recognised as THE industry benchmark. We swept most of the top quality awards - Grand Prix, Maximum Gold s, our client Coca Cola got Advertiser of the Year and last but not the least 3 out of top 5 most innovative advertisers (DiGi, Nestle,Coca-Cola) won all their awards with Universals work. As for missing only one top award Agency of the Year by a solitary point...there will always be a next year. MindShare is a worthy competitor, we congratulate them and wish them lots of good luck for 2007.

NEVERTHELESS, UNIVERSAL MCCANN (UM) PICKED UP A GRAND PRIX AT THE MSA? HOW DOES THIS AUGUR FOR THE COMPANY? Our aim is to secure positive outcomes for our client's brand s. Winning awards is incidental.

Do not get me wrong, I am not implying that industry recognition is not important or not desired, it is . However, doing good work for our clients is our first priority.

WHAT IS THE POUCY WHEN UM DEALS WTTH CLIENTS? WHAT MAKES YOU GUYS STAND OUT? Curiosity, Passion and Belief are not empty words, these values are our DNA. Seldom would a client fault us for not challenging a brief, for not coming up with out of box solutions to brand issues. Strong analytical approach to problem identification, crafting of innovative solutions

and a business partner perspective versus a supplier approach is our working style.

HOW DO YOU PERCEIVE OUR RECENT SUCCESS AT THE CANNES? WHAT IS GOING TO CHANGE ABOUT THE INDUSTRY AND MALAYSIA? DO YOU THINK WE CAN CONTINUOUSLY REPEAT PERFORMANCES LIKE THAT ON A MORE FREQUENT BASIS? WHICH WAS YOUR PERSONAL FAVOURITE? Malaysia's performance was SPECTACULAR! There is no reason why the same cannot be repeated, there is immense talent in this country. As for my personal favourite, it would be Universale work for its client Unilever (Lynx) that won us the Media Grand Prix and Cannes Media Agency of the Year 2006.

WHAT DO YOU THINK IS THE STRONGEST ATTRIBUTE OF THE ADVERTISING INDUSTRY IN MALAYSIA? CREATIVITY, SERVICING, MEDIA PLANNING. ?? I think Malaysia is strong in all aspects of advertising... All one has to do is look at the creative agency's performance in Cannes or MindShare Malaysia being crowned the Global

ITHHK MALAYSIA IS STRONG IH ALL ASPECTS Of ADVERTISING... ALL OWE HAS TO DO IS LOOK AT THE CREATIVE AGENCY'S PERFORMANCE IN CANNES OB MIHPSHARE MALAYSIA BEING CROWNED THE GLOBAL OFFICE OF THE YEAB IN ITS NETWORK

0 ADOI MARKETING COMMUNICATIONS MAGAZINE

OF NON-STOP"

KIDS a*V

http://www.flyfm.com.my

MEDIA

GRAND

PRIX

WINNER

IN YOUR EYES, WHICH AGENCY DOYOU RECKON IS THE BENCHMARK OF THE ADVERTISING INDUSTRY IN MALAYSIA? AND WHY SO? (PLEASE IGNORE IF THIS IF YOU ARE NOT IN A POSITION TO ANSWER) No Comments!

â&#x20AC;¢Cann team celebrating their Grand x M SA Awards last month

WHAT IS YOUR TAKE ON CHINA AS THE NEXT BIG THING FOR AD AGENCIES? WHEN DO YOU SEE THIS REALLY TAKING OFF? It will take China sometime (though not too long)to achieve the sophistication in advertising as both the consumers and agencies are still struggling on basic issues. And when the time comes, bilingual countries like Singapore and Malaysia could benefit immensely from the expertise they have accumulated.

Office of the year in its network. I would like to clarify here that creativity is not the domain of creative agency only, it is the basic requirement from all individuals involved in the advertising process. The two areas that there is some scope of improvement is analytical thinking and collaboration between media and creative agencies.

WHAT'S COOKING FOR UM FOR THE REST OF THE YEAR? ANYTHING SPECIAL? Change is the only constant for us. Last year we successfully introduced UM Consulting and UM programming. This year we have been experimenting with a unique model to spread word of mouth, more once we have empirical results.... watch out!

I WOULD LIKE TO CLARIFY HERE THAT CREATIVITY IS NOT THE DOMAIN OF CREATIVE AGENCY ONLY, IT IS THE BASIC REQUIREMENT FROM ALL INDIVIDUALS INVOLVED IN THE ADVERTISING PROCESS

SHAHAR NOOR JOINING TABLEVIEW AS EXECUTIVE CHAIRMAN

ableview (M) Sdn Bhd welcomes on board our Executive Chairman, Shahar Noor. Shahar has been actively involved in the advertising industry for more than 20 years, 19 years of which with Panasonic Malaysia, retiring as their Associate Director of Corporate Communications. His experience spans from having been the President of Malaysian Advertisers Association (MAA), Chairman of Audit Bureau of Circulation (ABC), Board member of the Malaysian Chapter of the International Advertising Association (IAA), Institute Advertising CommunicationTraining (IACT) and Asian Federation of Advertising Associations (AFFA), would be bringing a wealth of experience to Tableview (M) Sdn Bhd.

ADOI MARKETING COMMUNICATIONS MAGAZINE

C(%^Tableview

Shahar Noor, Executive Chairman having a teh tarik with Kelvin Hong, CEO.

03- 7782 3828 03- 7785 9540 info@ultradm.com

Asia Royalty Free & Rights Managed Images

CREATIVE

CRITIQUE

<4 Siemens Hands Another great simple idea. The execution is the only let down. Looks like it was shot on my digital camera. Title: Hands Client: Siemens Siemens Malaysia Agency: McCann Erikson Malaysia Creative Directors: Ean-Hwa Huang/ Szu-Hung Lee Copywriters: Szu-Hung Lee / Kalpesh Patankar Art Director: Kalpesh Patankar Agency Producer:Jimmy Ong Production House: Magnacolor K.L.

â&#x20AC;¢ Nikon Group Photo Exaggerate the benefit. It s a good follow up to the last portrait one. Which is unbeatable in my opinion. However, saying that, it will probably go on and win everywhere. Cest La Vie. Title: Nikon Group Photo Client: Nikon Malaysia Agency: Naga DDB Malaysia Executive Creative Director: Ted Lim Creative Director: Alvin Teoh Art Directors:MUN/ Tan Yee Kiang/ Alvin Teoh Copywriters: Raymond Ng/ Ted Lim Agency Producer: Eugene Wong Production House: Studio Rom Photographer: Steve Goh

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CREATIVE

CRITIQUE

T PS2 Maze What can I say that jurors from all around the world already haven't. Simple. Awesome. Wish I did it. Titles: PS2 Maze Client: SONY Malaysia Agency: McCann Erikson Malaysia Creative Directors: Ean-Hwa Huang/Szu-Hung Lee CopyWriters: Eddie Azadi/ Szu-Hung Lee Art Directors: KC Chung / Ean-Hwa Huang Designer: KC Chung Agency Producer:Jimmy Ong Production House: Magnacolor K.O.L.

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The debate is now in full swing. Is Thailand the new Singapore? Maybe it is, maybe it isn't. Well Im not here to write about that from my ivory tower on Madison Avenue. Instead, I'll throw a new variable into the equation. Malaysia. For too long the creative work of KL has been overlooked and often regarded as the poorer cousin of Singapore. Well no longer my friends. From JWT s Grand Prix a couple of years back, to the haul of gold at this year in the South of France.The creative revolution has been televised. And loudly. So now its time to wax lyrical about the creative prowess of Malaysia. We can debate the how s and whys, but thats another entire column altogether. In the meantime, Ham has asked me to review 4 ads. Keep them coming KL. Robert Klemanwho is now Creative DirectorTBWA\Chiat\Day in New York is also joint Number One Creative in Campaign Brief Asia latest Creative Rankings!

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PRODUCTION

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End Client: NIKE Distribution: Singapore FTATV, cable TV, in-store & cinema. 2 years

Agency: Leo Burnett Advertising Sdn. Bhd End Client: Malaysian Airlines Distribution: Indonesian Only

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Agency: Film Base End Client: Celcom Usage: TVC, Malaysia, 2

PRODUCTION

FO C U S

CORBIS - MAKING CREATIVE VISIONS A REALITY Steve Davis, President & Chief Executive Officer

Pictures tell powerful stories. The best ones exceed our expectations, inspire our imagination and expand our vision. Corbis is in the business of providing inspiring pictures. Images that have the ability to touch us, provoke deep thinking, and influence the world. Bill Gates founded Corbis 17 years ago with a mission of making the world s best images available online. Since then, Corbis has been helping publishers, advertisers, and corporations tell their stories with an extraordinary range of unique and dynamic images - 70 million of them in fact. Corbis is on a mission to provide the best!

With a constantlyevolving collection of creative, editorial, historical and fine-art images, Corbis offers an unprecedented selection of images that have captivated the imagination of people everywhere. A firm belief of Corbis is that if a picture tells a thousand words, then moving pictures encompass an entire libraries worth of storytelling power. With this understanding in mind, Corbis Motion, has partnered many of the world s leading media and entertainment companies to offer a comprehensive motion picture library for film, television, corporate communications, multimedia and advertising use. Their relationship with MGM for example, enables them to exclusively license movie moments for commercial usage from more than 4,200 of MGMs feature films. Another high-profile example is their partnership with Paramount Pictures, which supplies clips of spectacular stunts, explosions, crashes, aerials, and much more, all transferred from the original camera negative to HD. Corbis Motion also represents a number of internationally recognized collections from well respected commercial and editorial filmmakers, such as Gogol Lobmayr,Ghislain ScMarie, David de Lossy, Index Stock Shots, Oxford Scientific, Green Umbrella, Illumina Films, Alberta, WLTW, Warren Miller, Goodwill Games, Heart Entertainment and Universal Newsreels. Their wide range of content covers both contemporary and archival footage across a wide array of subject matter including lifestyle, business, historical, sports, nature, travel, time-lapse and

CGI footage. This region has been privileged to view some of the quality work developed using Corbis Motions footage.The POSB Everyday Card for the Singapore market ran for two years in different electronic medias, Malaysian Airlines' television commercial (TVC) for the Indonesian market, and the Celcom football television commercial for the Malaysian market are just some of the many examples of Corbis Motion footage in use. Other services provided by Corbis are: Artist Representation - a team of dedicated and experienced agents and producers who manage commissioned projects from inception to completion, finding the right talent for every job; Rights Services- helps clients secure the rights to use images of famous personalities, music, or other legally-protected intellectual property in a timely and cost effective manner; Media Management - solution to help clients cost-effectively manage their brand assets and localize collateral while maintaining global brand consistency. Corbis is also constantly working with television broadcasters, film studios and independent directors and producers to enrich their collection. More than 30,000 hours of footage are available from Corbis Motion, and their exclusive Web Reel technology enables customers to view and approve footage online with ease. Corbis has 20 offices in 14 countries and a global network of agents to manage projects from inception to completion.Their team of dedicated researchers has the expertise to help clients develop concepts, identify story ideas and build distinctive visual brand identities. Corbis is truly a globally recognized organization that brings imagery to a customer s doorstep. A mission that was started almost two decades ago is still being carried out with the same ideology-to bring you the best.

For any enquiries, please call +603.6203.3111, e-mail: southasiasales@corbis.com orvisitwww.corbis.com

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HowdoChanSheow -Vern,YusriYusuf, Edwin Leong, Piyush Gupta, Cheak Yin Fun, Peter Das, Thomas Schnitker, Steven Mak, Zuraida Mohamad and Heniy Tan read between the lines...

www.adoimagazine.com

MINDSHARE-CASE

STUDY early in 2004 that we had to get back to basics before our competition did.We realisedwe had to understand our consumers' lives thoroughly before we could develop relevant messages for them. We needed a clear and concise view of their media habits in order to deliver those relevant' messages to them. We realised that in order to re-vitalize the brand in Q1 2005 we needed more than an 'all new' product. We needed a fresh approach to addressing our consumers. We turned to MindShare 3D for answers. Answers to questions on who our consumers were, how were they relating to Wall's Cornetto as a brand, their lifestyle, their media habits, emotional triggers...

THE AGE PROFILE OF THE BRAND

We had a clear demographic snapshot of our consumers from various sources - Consumer Panels, 3D and internal figures. Cornetto was certainly a younger brand.

Wall's Cometto

SO WERE THERE BARRIERS TO MIGRATION? WHAT WERE THESE BARRIERS?

A STUDY IN BRAND BUILDING

all's has been a household name in Malaysia for over 40 years. There are about 2 generations of Malaysians out there who've grown up consuming one or more of the ice creams produced by Wall's, be it a PaddlePop popsicle or a Cornetto! Over 80% of the trade is catered to by two giants -Wall's and Nestle. What it may lack in competitive numbers, it makes up with a noholds-barred, intense rivalry between the two dominant players. Its a dog-eat-dog world. And as is usual, the war spilled over into media and as is usual once more, the wars ended up being played out on yourTV set. What seemed forgotten amidst the Freezer Wars was the fact that society around us was evolving. Our consumers' lifestyle was changing rapidly as were their media habits. Add to that, the Impulse market was stagnating.. We realised

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• What was clear that we didn't have big problem with Familiarity • What we were lacking was Commitment to the brand- a fairlylarge clutch of consumers who Preferred' the brand were not Committed' to it at the point of purchase • Consumers not familiar with the brand were

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less likely to be interested in consuming Ice Cream • And were not moved by brand imagery. We needed to present them with a reason to connect with the brand and live the brand values!

Our consumers were 'hanging out' more than we believed... We therefore had to take our media OUT of homes • Billboards were employed for Reach AND Frequency • Powerscreens - located at strategic youth hang-out areas (where billboards are not present) • Hang-outs like mamak' stalls become important so, table stickers were used to target them • Live Voice Messages on Mobiles • Promos on Hitz.FM • Radio station's website • Live/Recorded Television Capsules over Malaysia's only FTA youth channel 8TV • Free write-ups without solicitation in newspapers started appearing in time Since Interactivity is key to this generation of consumers. A potent combination of 2 intimate mediums the radio & the mobile phone, was used to power the brand activation.

EMOTIONAL TRIGGERS AMONGST WALL'S CORNETTO CONSUMERS • Wall's Cornetto s brand values were in good shape - the brand was young,was considered light hearted and was seen as a contemporary brand- key contact points

WE WERE FACED WfTH 2 ALTERNATIVES TO GROW SALES • Grow the category by converting non I/C eaters and hope that they'd prefer a Wall's Cornetto, or • Work on the larger more immediate group of'Preferring' consumers, attempt to establish a brand connection and have them choose Wall's Cornetto more often.We chose to go the latter route.

CONSUMERS LIVE THROUGH THE EXPERIENCE THE CAMPAIGN BLAST

THE CREATIVE SOLUTION

• The 20 Vignettes cut from the dedications playing on high rotation over Malaysia's #1 youth station • Sound-bytes from the RJ judges - comments on the final 20 entries • Party passes by invitation - ticket-window over Radio and Television and their respective websites • The Grand Finale event at KL's premier nightclub 12 SI with live radio reporting • The Winners interview on Radio and Television

MindShare Entertainment addressed the problem with a creative twist. We decided to challenge consumers to prove their love for their beau's that Valentines. Prove their love by dedicating a song to them AND SINGING it themselves on air! In strengthening the Wall's Cornetto = Love equation we hoped to pull consumers back into "I think I'll have a Cornetto" mode.

BUT HAD WE MISSED THE CHANGES IN OUR CONSUMERS' LIFESTYLE? THEIR MEDIA LIFESTYLE? WAS OUR MEDIA SELECTION CONTEMPORARY? RELEVANTAND ENVELOPING MEDIA COVERAGE Radio had emerged as a powerful and cost effective mass media option and few brands had realised or harnessed the power of the medium. The media plan had to be built around the consumer's out-going lifestyle.

STUDY

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• More than 1800 songs performed and dedicated. • More than 3000 SMS votes for the final 10 participants • A soul'd-out electrifying exclusive party at a premier KL nightclub

ADOI MARKETING COMMUNICATIONS MAGAZINE H

MARKETING

EFFECTIVENESS

AWARDS

TBWA-ISC AND MINDSHARE WIN AT ASIAN MARKETING EFFECTIVENESS AWARDS 2006

BWA-ISC\Malaysia won Silver for its work on Tourism Malaysia's "Malaysia, Truly Asia" campaign in the Best Long-Term Marketing and Branding Campaign category at the recent Asian Marketing Effectiveness Awards 2006. The global advertising campaign, "Malaysia, Truly Asia", celebrates the country's racial diversity, a proposition unique to Malaysia. It proudly showcases Malaysia as a land of cultures, wonders and attractions, with exciting destinations and activities plus different festivals, celebrations and feasts. Launched in 2000 using mainly print and TV, the campaign has expanded last year to include a website targeting North America and Europe. It's been a 6-year success story with amazing results as shown through increased tourist arrivals, tourism receipts and brand awareness. Expressing delight on the recognition, Ng Chiew Ping, Group Managing Director of TBWA-ISC\Malaysia said that, "our continuous successes at award shows for work done for Tourism Malaysia over the years bear testimony to the effectiveness of the"Malaysia, Truly Asia" campaign which was conceived by the Agency in 1999. It is indeed a unique proposition that withstood the test of time and has helped grow the number of tourists to Malaysia. TEQUILA-MYALOX, the throughthe-line arm of TBWA-ISC\Malaysia, was awarded Commendation for the Most Effective Use of Product Design 8c Packaging for its Martell VSOP creation. As part of a

special Chinese New Year promotion, a local calligrapher master was engaged to hand-paint twelve soy sauce saucers, each representing a Chinese zodiac sign, which were packaged beautifully and given away with purchase of Martell bottles. "The acknowledgement given for our work on Martell in the Product Design 8c Packaging category shows the agency's growing strengths in its through-the-line capabilities," added DatukTim Garland, Chief Operating Officer, TEQUILA-MYALOXMalaysia.

Launched in 2000 using mainly print and TV, the campaign has expanded last year to include a website targeting North America and Europe. It's been a 6-year success story with amazing results as shown through increased tourist airivals, tourism receipts and brand awareness MINDSHARE WINS MindShare Malaysia won a Silver for Sunsilk Malaysia's "Impian Illyana" for most effective use of branded content and Bronze for Unilever Malaysia Rexona's "No Sweat Challenge" for most effective use of branded content. MindShare India also won a Silver for Pepsi India "Oye Bubbly" for best integrated marketing campaign, a Bronze for Pepsi India's "Spy Decoder Cards" for most effective use of sales promotion and a Commendation for Pepsi India Mountain Dew's "Night of Dares" for most effective use of sponsorship.

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CHALLENGER BRANDS SPLASH THE CASH WITH THEIR CLAIM TO FAME TO THE RECENT WORLD CUP. ADOI GOES FROM POST TO POST TO SEE WHICH BRANDS HAVE BEEN SCORING BIG... OR NOT...

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n light of the recent World Cup 2006 which is coincidentally the largest viewed World Cup ever in television in history, ADOI is featuring the most significant local brands that may or may not have made the desired impact during the month long football tournament. Using the electronic and print media to the fullest, these World Cup brands on the playing field have made a notable impact with Malaysian viewers. Everybody is talking about the OSIM 'horse back riding' TVC which seems to have slipped through the censorship cracks with its overdose of sexual moves (or maybe I have a dirty mind!).The impact of the Maxis and Celcom ads plus Philips new vigour in branding themselves as a serious player have no doubt created an impression with television viewers during this sometimes tiring viewing season. However, just as a lot was expected of England's Wayne Rooney did OSIM get the desired result and impact it was expecting out of this World Cup campaign? Or just like Wayne Rooney, OSIM was red-carded by some quarters for their sexually provocative' television advert and subsequently resulting in England getting knocked out of the World Cup despite having some of the best products'

ever available? Lesser known rookies like Power Root, who made their debut to compete on theWorld stage for the very first time much like Togo, Ghana &Ivory Coast and Trinidad 6cTobago still do not know if they made the impact they so desired. Did they really earn the respect of the viewers like how Ghana did for beating the highly favoured Czech Republic and denying them a spot in the knockout stages of the competition or did they bomb out like Togo, who were mired with internal FA problems and played like they did not have a heartbeat? The question that we really would like to answer here is who was Italy, the World Cup 2006 winners? Any of the brands that are featured in this article actually emerge as the winners of this sponsorship campaign? Like Cristiano Ronaldo of Portugal, did ntv7 finally prove that they don't only have 'fancy footwork' but can deliver the desired

1 ADOI MARKETING COMMUNICATIONS MAGAZINE

result? Portugal's strong showing by reaching the semifinals can be compared to the fact that ntv7 also did an impressive job airing the World Cup. The coverage has been well received and television viewers seemed to be mostly pleased with ntv7. But really how effective has it been? Does it mean that these brands have pushed sales or usage of their products to dizzying heights over the month-long period? For some, this may be the case, but for some this may not be so. Different brands have different objectives and different strategies. Carlsberg, who are stalwarts in the sponsorship of global sporting events and have continuously thrilled beer drinking lovers, cramped up in neighbourhood bars to upscale clubs and dance nightspots in the heart of Kuala Lumpur.They must be racking in the big bucks as thousands flocked to preferred nightspots to catch a glimpse and be a part of this illustrious tournament held once every four years. Like Argentina, who played the most eye catching football and revived the notion of total football to the game's lovers all over the world, they were immediately touted as sure winners after totally embarrassing Serbia 8cMontenegro in what was to be the most one sided scoreline (6-0) in the tournament. And despite all the hype, the Abiceleste'were subsequently beaten by hosts Germany in the quarterfinals. Are we just assuming that Carlsberg beer sales peaked during the World Cup season or maybe, just maybe, they are having some of the worst months in the whole year in terms of revenue? What about competitors Guinness

The question that we really would like to answer here is who was Italy, the World Cup 2006 winners? Any of the brands that are featured in this article actually emerge as the winners of this sponsorship campaign?

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Anchor? Playing like champions does not necessarily mean you are the champion! For example, Philips have been one of the main sponsors for the World Cup for the last 20 years (since 1986). Yet, hardly not many acknowledge that this is the case. But this year, it has become a little more visible in this regard. Was it the positioning of their brand's exposure? Behind every goalmouth in this years World Cup, there was a Philips banner. However, being the 'Brazil' in this branding game does not necessarily mean you are the winner hands down. Brazil did not win the World Cup, in fact, performing far worse than they have in their previous World Cup campaigns despite having talents like Ronaldhino, Ronaldo and Kaka on their side of the field. Did Philips with all their branding efforts make serious inroads into creating greater brand equity this time around? Like Italy, did they go all the way to the coveted 'Jules Rimet' trophy of sponsorship and branding this time around? Coca-Cola, also considered like the'Brazil' of brands worldwide seemed to have created an ever-lasting impact throughout this soccer-mad festival worldwide.

CUP

BRAND

WINNERS

Maxis provided a free SMS on all the results of the games played to all its users and subscribers. Did they really make an impact on the market? Was there a significant increase in subscription? Being the official sponsor for the broadcasting of the World Cup, one would think that the brand positioning and market share advancement must have paid off. The same can be said for Germany, who were the hosts. They had endured much criticism prior to the tournament for not playing good enough football to win. Likewise, Maxis was under pressure from their direct competitors Celcom and DiGi to step up the pace and live up to their reputation as the leading mobile telecommunications provider in Malaysia. As we know, Germany, rallied by their home supporters, made a sterling run only to be knocked out in the semifinals of the tournament by an inspired Italian team. Did Celcom, like Italy, have the mettle to outplay Maxis and close the gap significantly in terms of brand positioning with their, as some say, 'guerilla marketing tactics?

BEING THE OFFICIAL SPONSOR FOR THE BROADCASTING OF THE WORLD CUP, ONE WOULD THINK THAT THE BRAND POSITIONING AND MARKET SHARE ADVANCEMENT MUST HAVE PAID OFF

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ADOI MARKETING COMMUNICATIONS MAGAZINE

What about TM Net Berhad? The telco giamnts in Malaysia underwent a massive brand imaging earlier this year and were bent on exhibiting their new look to consolidate consumer trust in their brand. Did they bomb out like Holland, who boasts some of the most talented players in the world but yet failed to make it past the Round of 16? Then there are the 'midfield generals' like MasterCcard International and adidas,who we could possibly equate to Zinedine Zidane and Michael Ballack. Both had a different mission when they came onto the field. Perennial

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favourites, but were they successful? The Finals pitted two of the most successful football nations in the world - Italy and France. In conjunction with the final, MasterCard launched a 'final party at IKANO in Damansara Perdana that kicked off with a big bang. Reportedly, MasterCard gained a whooping 3.5% increase in subscriptions worldwide. That, in numeric figures for us laymen, is 22.47 million new subscribers! They could probably be one of the most successful brands in terms ofsecuring market share during the World Cup.Just like Italy. Always there, but unassuming. Have adidas closed the gap on their larger rivals Nike in terms of sales revenue and brand success? Prior to the World Cup, France had been under the microscope despite being winners of the tournament as recently as 1998. They were touted as being too old and unable to progress far in this World Cup. As we know, adidas is one of the oldest sporting brands in history. The German based brand, rooted by home support were gung-ho on using the world's biggest sporting event in the world to close the gap with their younger but larger rivals, Nike, who are miles ahead in terms of worldwide brand positioning and market share. "We can't give you the exact numbers... but I can tell you that it is above our expectations," senior general manager and head of consumer business division, Thomas Schnitker, told Business Times prior to the World Cup. Its World Cup SMS trivia contest attracted 1.35 million SMSes over a seven-week period.

CUP

BRAND

WINNERS

"Based on run rate, we comfortably hit over two million SMSes," he added. These financial numbers may seem important for Maxis, but Schnitker says the ultimate goal of this campaign is more than just having strong sales during this period. "Our ultimate success is when most Malaysians, at the end of the World Cup, will have a memorable World Cup and are able to relate Maxis," Schnitker said. "It gives another reason for people to talk" He has forecasted at least 5% growth in traffic volume during the World Cup. A strong run by the host nation Germany, wont you say? In comparison, rivals TM Net, not to be outdone, launched a massive campaign to establish themselves as serious contenders for brand positioning among the elite in the telecommunication industry. How did sibling organisation, Celcom and rivals Digi perform? One fact that is for certain

is that Sms and Football fans will have more to shout about thanks to TM Net Sdn Bhd's (TM Net) exciting tmnet prepaid Football2006 contest, launched at its Broadband Fiesta in Penang recently, together with the specialedition prepaid cards all in conjunction with World Cup 2006. According to TM Net's CEO, Michael Lai, the idea of tmnet prepaid FootbaU2006 contest was conceived in order to offer a variety of interesting applications and relevant, compelling content to their subscribers. "We are in the business of encouraging Malaysians to embrace the digital lifestyle. The online contest enables everyone to ride on the football fever anytime, anywhere. What better way than to kick start the football fever with tmnet prepaid Football2006 contest." he said. As newcomers, TM Net, may have given a good account of themselves and come out as winners in their own right. The results shall be known after July 31 when the campaign finally concludes. Like Switzerland, they never concede a goal in open play but may have just been knocked out through penalties? We have to wait and see. Coca-Cola's strong World Cup2002 global

Our ultimate success is when most Malaysians, at the end of the World Cup, will have a memorable World Cup experience, and are able to relate It with Maxis

m ADOI MARKETING COMMUNICATIONS MAGAZINE

The Simple Game. The competition to win FIFA World Cup tickets""' is now over, but you can still play. Three clicks to play

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How to play j The Prize |. Terms & Conditions

DAVID AAKER FAITH POPCORN MARTIN LINDSTR0M JACK TROUT The world's most influential brand strategy guru

The world's no.1 brand trend forecaster

The world's leading youth and technology branding guru

The man who co-created brand positioning

THE WORLD'S MOST ANTICIPATED BRAND FORUM IS BACK GLOBAL BRAND FORUM 2006 6&7 NOVEMBER, THE RITZ-CARLT0N, MILLENIA SINGAPORE This November, the most anticipated forum on Brands returns for two invaluable days with the world's most powerful and influential brand gurus. Listen, meet and converse with David Aaker, Faith Popcorn, Martin Lindstrom and Jack Trout and others, and let them share with you their "Keys to Brand Transformation". Their insights will inspire change in the way you manage your brands. Their practical ideas will dramatically transform your business and take it to the next level. Their lessons will last a lifetime. For more information or to register, visit www.globalbrandforum.org or contact TF Lee (+60 12 323 8211) or Eugene Lim (+60 17 684 0164) c/o Kankei Integrated Marketing Solutions Sdn Bhd at malaysia@kankei.com

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campaign strategy significantly contributed to increased sales figures in developing markets. This marketing initiative bolstered the brand s value an additional US$700 million, resulting in a 1% gain in overall brand value. After the 2002 World Cup in Korea/Japan, Philippe Georgiou of Coca-Cola Arabia said: 'Being ranked the world's top valued brand is a testament to our corporate values which focus on maintaining good relationships with our customers and the communities in which we operate. As many consumers modify their spending habits, strong brands like Coca-Cola, are more likely to remain profitable due to their 'track-record', or ability to deliver a reliable and time-tested product." The sales figures for Coca-Cola during the recendy concluded World Cup 2006 is not available yet. However, being the biggest World Cup to be ever hosted yet and record sales being racked up in television sales and souvenirs, the chances that Coca-Cola have outdone their

2002 performance with a bigger scoreline! One of the clear favourites destined for record sales, adidas, did just that. Just before the World Cup concluded, sales revenues had already rocketed to a new high. "Even before the games end, adidas is

summed up adidas' role as Official Sponsor, Supplier and Licensee of the 2006 FIFAWorld Cup.The 2006 FIFAWorld Cup proved to be a great commercial success for adidas with record football sales of more than 1.2 billion Euros, up more than 30% from 2005. A record 3 million

One trend confirmed at this year's World Cup is that | the fans are going to the games in the jerseys of | their teams," added Herbert Hainer. "Our products | BTarescoring with consumers,and this success] is translating into market share gains mmmmmm already a clear World Cup winner," Adidas AG CEO and Chairman Herbert Hainer told journalists at the adidas World Cup Day in Berlin. "We've exceeded all of our soccer and business goals at this World Cup." With these words, Herbert Hainer

m ADOI MARKETING COMMUNICATIONS MAGAZINE

replica jerseys were sold, which included 1.5 million jerseys of the German national team. In comparison, adidas sold 1.5 million federation jerseys and 250,000 German jerseys at the last World Cup in 2002. "One trend confirmed at this year's World

WORLD

Cup is that the fans are going to the games in the jerseys of their teams," added Herbert Hainer. "Our products are scoring with consumers, and this success is translating into market share gains." In the first quarter of2006, adidas led the U.S. market with a 46% share, the European market with a share of 37% and the German market with 51%, according to independent market research.

In addition, more than 1 million pairs of Predator Absolute soccer cleats and 750,000 F50 TUNIT soccer cleats were sold. More than 15 million Teamgeist soccer balls, the Match Ball of the 2006 FIFAWorld Cup, have been sold worldwide, a record that more than doubles the previous record of 6 million for the adidas Fevernova, the Match Ball of the 2002 FIFA World Cup. France' strong run to the final. Can they secure footballs holy grail? Can Adidas finally measure up to Nike? Carlsberg UK invested GBP10.5m (US$18.3m) on TV advertising alone during 2006 in a new promotional and advertising campaign ahead of June's FIFA World Cup in Germany.

• •• CUP

BRAN D

WINNERS

Although the World s fifth-largest brewer is not a main sponsor for the World Cup - as competitors Anheuser-Busch secured the rights for the tournament. However, Keld Strudahl, Senior International Marketing Director, told Reuters recently that beer sales in June have been better than expected in several markets in Europe and Asia. "England, Switzerland and Germany are among the countries where it has been

according to sales data from Carlsberg based on a survey of500 pubs. "It is a significant increase and fits with what we have seen earlier during our football marketing campaigns," Strudahl said. The brewer has also seen higher sales in Southeast Asia. Strudahl pointed to Hong Kong, Malaysia, Vietnam and Singapore as markets where sales during the World Cup looked strong.

PHILIPS IS AN OFFICIAL PARTNER OF THE 20061=IFA WORLD CUP GERMANY TM, THE COMPANY'S 6TH | CONSECUTIVE SPONSORSHIP OF THE WORLD'S MOST POPULAR SPORTING EVENT

especially good," Strudahl said. German-based beer maker Holsten, a unit of Carlsberg, has said beer sales increased 15 % in the Hamburg area in June compared with the same month last year. "The numbers from Germanyare very nice and we are very happy that they are clearly on the positive side," Strudahl said. In Britain, sales have surged 50 %,

Based on analysis, Carlsberg like Argentina played beautiful football. Will they do better than the Abiceleste did in the World Cup? Mastercard International, a partner of FIFA World Cup since 1990, has long been a strong supporter of the tournament. Amid the hubbub of tens of thousands of football fans who crowd into Berlin's public

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WORLD

CUP

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Talk Your Way To Germany! viewing area for every game of the World Cup, one place stands out as an ocean of calm. As customers crowd booths for souvenirs, sporting goods, food and beer, the massive stall set up by tournament sponsor MasterCard is devoid of customers. "Yes its quiet," a sleepy attendant tells a journalist. "No one really comes to the fan zone to look for financial services." But dont worry too much for MasterCard. It didn't get into the World Cup sponsorship business to sell credit cards to boozy fans. Instead, it sees its ties to the most popular sporting event on the planet as a way to boost its name before the biggest global audience of all. A cumulative 30 billion viewers arescheduled to tune in to watch the tournament - making it the most watched television event ever. Altogether the governing body of world football is expected to earn some $2.4 billion from the sale of broadcast rights on television and the Internet, plus its 15 sponsorship deals, according to a report by sports research firm SportCal, which calculates that the competition cost about a billion dollars to stage. Already

Our aim is not just to sponsor the FIFA World Cup™ but to enhance the event for every fan, whether inside the stadium, in a host city or watching a match at home. Philips aim is simply to create a more powerful FIFA World Cup™ experience the $770 million paid by the tournament's 15 "official partners" is reaping dividends, with each of them getting exposure worth at least $100 million, SportCal estimated. With figures like that it is not surprising that rival companies are trying to muscle in on the action which explains why Mastercard is suing FIFA for signing a contract from 20072014 with arch rivals Visa! Are Brazil being muscled out of theWorld Cup or just a temporary hiccup? Philips is an Official Partner of the 2006 FIFA World Cup GermanyTM, the company's 6th consecutive sponsorship of the world's most popular sporting event. The company is further supporting the

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FIFA World Cup™ through a broad range of activities, including the creation of giant public viewing screens in all 12 host cities, the provision of 10,000 FlatTVs for use in media, broadcasting and the official hospitality villages located in each host city, and the supply of HeartStart, Philips innovative, easy to use defibrillator, at selected match venues.This is in addition to the provision of stadium lighting in eight of the 12 sites, the deployment of a Philips RFID solution in all 3.2 million 2006 FIFA World Cup™ tickets to significantly enhance security and the provision of Philips Vidiwalls inside selected stadiums. 'Our aim is not just to sponsor the FIFA World Cup but to enhance the event for every

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«« C fan, whether inside the stadium, in a host city or watching a match at home. Philips aim is simply to create a more powerful FIFA World Cup experience,' said Louis Hakim, CEO, Philips Middle East. Tor example, there will be an estimated 10,000 fans watching the game on TV for every fan watching it in the stadium. For this reason, Philips has been working with FIFA to ensure that the home viewing experience is as memorable as possible. We have been actively involved in making 2006 the first occasion on which a global event is host broadcast entirely in high definition (HDTV) as well as in wide screen format," he added. All entry tickets for the 2006 FIFA World Cup feature RFID-Chips (Radio Frequency Identification). Philips is advising the local organisation committee on the use of this technology, as the 2006 FIFA World Cup will be using an electronic admission control system. This system is based on Philips MIFARE technology, the industry standard in contactless smart cards.All a fan attending a match needs to do is wave their entry ticket in front of a scanner to enter the stadium," he concluded. Does Philips have the mettle to be crowned as the outstanding sponsors of this campaign? Like Italy, have they silenced their critics, come with guns blazing and captured the imagination of consumers all over the world with their new approach brand of 'football' (branding)? Are they the champions of this campaign? As for newcomers like Power Root and OSIM, who were secondary sponsors for the broadcasting campaign here in Malaysia, the campaign proved to be a successful one.

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Many viewers took notice of the OSIM tv commercial which showcased their i-gallop product which is supposed to be good for strengthening certain parts of the human body (not sure where) just like horse riding! Imagine that, all this while I thought horse riding was a hobby! The branding and positioning of the product has certainly paid off in terms of eye balls. Like Spain, brilliant football played initially but failed to deliver when it mattered the most? How did the product do in terms of sales revenue and brand positioning? Power Root, another rookie in a branding campaign as large as the World Cup, displayed a creative tv commercial that may or may not have captured the imagination of local viewers. The product had generally not penetrated the urban market consumersand this,has catapulted Power Root or at least given them a platform to brand and position themselves as a product that is serious about going places. Like Ukraine, they were the surprise quarterfinalists but were crushed by eventual champions Italy. From a brand positioning point of view, did they make the same impact or scaled further heights? Next up are the broadcasters such as Astro and ntv7.In a news report, it was said that there was no material increase in subscribers in World Cup 2002, though it expects an improvement in advertising revenue from the World Cup as Astro will be the only television channel showing all 64 matches live. As one market observer put it,"The World Cup is good news for Astro because many people will suddenlydecide to subscribe for new World Cup related sevices like the additional sports channel," In May, David Butorac, Chief Operating Officer of Astro, said that Astro would be bringing the complete coverage for the most anticipated sporting event of the year by broadcasting all 64 matches live . What was more unique was this interactive based concept was brought to all Astros Sports Package subscribers via Astro SuperSport World Cup Channel 83 at no additional cost. As if to stand up to the growing criticsm

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of Astro services and coverage during heavy weather that has been gathering speed, Butorac said "Astro is and remains Malaysia's premier sports broadcaster by bringing multiple channels with the application of our interactive 'Red Button service. Current score standings and chat services were also made available to bring a whole new television experience to our audience." Despite all the criticism, despite all the negativity, despite being touted as a team without heart and the mental strength to win the World Cup this year, the omens somehow pointed out that Italy will be winners of the prestigious tournament. Since 1970, the Azzuri have never failed to reach the World Cup final every once in 12 years.The Year of the Dog has also been the year they reached the final everytime since 1970. More ironically, the last time this Mediterranean nation that boasts one of the most followed leagues around the world triumphed in 1982, the scandal of match-fixing allegations and bribing of tournament officials that hogged their local football scene was a mirror reflection of their victory this year. Did Astro acheive the same accolades this during the World Cup campaign?

All pictures are courtesy of websites from all the sponsors mentioned in this article.

THE BRANDING AND POSITIONING OF THE PRODUCT HAS CERTAINLY PAID OFF IN TERMS OF EYE CATCHINESS. LIKE SPAIN, BRILLIANT FOOTBALL PLAYED INITIALLY BUT FAILED TO DELIVER WHEN IT MATTERED THE MOST? HOW DID THE PRODUCT EE IN TERMS OF SALES REVENUE AND BRAND POSITIONING?

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Extracted from a lecture by Paul Kemp-Robertson, Editorial Director for Contagious magazine at the Goafest Seminar in Goa on May 1 this year...

hat do car mechanics, cool-hunters, Wall St researchers, Indian call-centre operators, American software engineers, bloggers and advertising creatives have in common? They will all be out of a job by 2016, according to Fast Company magazine. The magazine's message to Ad folk is stark and sarcastic. But before any of you copywriters or ADs leave the conference to open up a guesthouse in Bali or sign up for that course in cabinet-making, don't despair! Your audience may now have the power to move from watching commercials to actually creating them, but this is part of a wider social trend - a trend of open source thinking that will redefine the nature and scope of TAKE A LOOK AT SOME EXAMPLES. advertising. Personally, I think Fast Company is wrong- about our industry at least. Challenger brand Jones Soda lets its drinkers create customized cans' by submitting their If you consider the opportunities in branded entertainment, viral, integrated own photos - many of which are chosen as campaigns, mobile marketing and so on, now is the most exciting time to permanent, wide-distribution labels. The Jones Soda label gallery website be a creative in this business, even if it does mean occasionally sharing your contains an astounding 285,000 pictures. space with the people who buy the brands you're trying to sell. It's why we The Seattle based company also actively started Contagious in the first place! asks for feedback on possible new flavours, as m ADOI MARKETING COMMUNICATIONS MAGAZINE

CONTAGIOUS has accelerated into the mainstream. Trendwatching calls Custom-Made a mega trend, an exciting and long term engine behind change and innovation in the business world. "A way of thinking that redefines the relationship between customer and brand, between consumer and producer, something that taps into the most awesome reservoir of intellectual capital ever assembled."

AN EXAMPLE OF THIS IS THE WORLD DESIGN TEAM SET UP BY BOEING.

does Innocent Drinks in the UK. Looking at a mass brand in the same category, Sprite's Urban Creations was a contest for young artists where the winning designs were printed on Sprite cans. How about McDonald's? The restaurant giant is currently running an online casting competition where anyone in the world can submit a picture and a story to earn the chance

to be featured on the company's packaging from August onwards...

THIS TREND OF GIVING CONSUMERS A DIRECT SAY HAS BEEN DUBBED "CUSTOMER-MADE" The trend in itself is not entirely new. But because of the leveling effect of technology and the widening gap between traditional business practices and truly empowered consumers, it

120,000 randomly interested members of the public around the globe have signed up to this internet-based forum that encourages participation and feedback while the company develops its new aeroplane. Activities include message boards, conversations with the Boeing design team, and extensive discussions on what members feel about air travel today, as well as features they'd like to see in their dream aeroplane. Likewise, Philips runs the online Streamium Cafe, where owners of its newWiFi TV sets and hi-fi systems tell Philips where they think Streamium is going, and what the products should ultimately be able to do. Lego allows programmers from outside the company access to the code that controls its Mindstorm toy robot, leading to an increased range of activities the robot can perform, in ways the company never imagined. Blogs became the new media buzzword in 2005, with Yahoo!, Google, AOL and MSN all investing in blog services. Look at the speed at which blogging has taken off. There are 29m of them now yet the spellchecker on my PC doesn't even recognize the word! Visits to Technorati, the leading blog search site, were up 800% last year. Podcasting - downloadable MP3 files of audio content- is another a form of Consumer Generated Content (CGC). Think of this as TiVo meets radio. Consumers create their own radio broadcasts and make them available for others. Because they're so easy to create and subjects so easy to search, expect to see more and more of them competing with conventional radio and TV shows for our attention. Obviously, brands are all over podcasts - from Honda to Purina pet food, but that's another speech.

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CONTAGIOUS Last year Wikipedia overtook Dictionary, com as the web's most visited reference site, and also passed the New YorkTimes in market share of visits. Traffic continues to climb despite questions over the accuracy of its content that can be edited by any user - although a recent survey found that it matched the Encyclopedia Britannica in terms of accuracy. Let's now look at the world of traditional journalism and news gathering.

WHERE YOU HAVE THE CEO OF REUTERS SAYING: "Our industry faces a profound challenge from home-created content. Everything from blogging and citizen journalism to video mashups. Our audiences have already moved on

THE EXPLOSION OF CONSUMER-GENERATED MULTIMEDIA ON SITES LIKE YOUTUBE, SHARKLE PLANS BEING ALTERED IN FAVOUR OF USER GENERATED CDNTENT - now they are consuming, creating, sharing and publishing. The consumer wants, not only to run the printing press, but to set the linotype as well." Look at the success of OhmyNews in South Korea - the open marriage between CUSTOMER-MADE and user-generated content. It gets 700,000 visitors a day. This online newspaper works with 26,000 citizen reporters', who, for a nominal fee, send in stories and pictures which make up 80% of all content.. Outspoken and unbiased, OhMyNews is challenging the country's traditionally conservative press. Bloggers even managed to force a CNN journalist to resign over his comments on friendly fire in Iraq. And need I remind all of you what happened to Neil French. CGC has been largely fuelled by the trend towards social networks, file sharing and peer to peer engagement on the internet. Marketers are figuring out how best to make a mark in the social network space without incurring the wrath of those who don't like to be intruded upon by brands. As always, one of the best examples comes from Nike, who have teamed up with Google in the run-up to theWorld Cup to create Joga, the first invitation-only social networking website BE ADOI MARKETING

for soccer fans. Joga is short for Nike's slogan Joga Bonito', which is Portuguese for play beautifully.' Joga will run in 14 languages and is a global community for the world's most popular sport. Members can create communities for their favourite player or team. Google takes care of the technical side, including plenty of moving images from Google Video. The explosion of consumer-generated multimedia on sites like YouTube, Sharkle, Gorilla Mask and Google Video has led to business plans being altered in favour of User Generated Content. Again - this has implications for advertising. Yahoo won't be making its content, its users will. Think about Skype. When eBay bought this internet telephony business, people questioned the value of the deal. Maybe the answers lies in Skype's announcement that it is now licensed to use song copyrights from EMI s catalogue of 1 million tracks to sell music as downloads and ring tones. This could challenge iTunes. Skype has a similar deal with Warner Bros. According to UK media regulator Ofcom, TV viewing fell for the first time in history. Network TV ad spend in the US in 2005 was flat compared to a 13% jump in internet ad spend. (TNS Media Intelligence).The decline is most pronounced among those aged 16-24!

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CONTAGIOUS A Google survey shows wherever broadband penetration is widespread, those under 25 spend more time on the internet than watching TV. TV commercials maystill be one of the best ways to launch a big brand - but for how long? Coca-Cola, P&G, Unilever and McDonalds have all started to reduce the amount of money allocated to the medium, diverting on average 25% instead to the internet, branded entertainment, sponsorship and direct response advertising - anything from virals to DM. That's why most stations are moving towards video on demand. Broadband is expected to reach 71million US households by the end of this decade. (Forrester) A survey from the Association of National Advertisers in the US found that 78% of

advertisers feel that TV advertising has lost its effectiveness. As a direct result, marketing investment in emerging technologies has increased. Internet advertising spend in the US has risen by 23% compared to a minus 1.5% figure for network TV. A possible glimpse into the future is cable network, Current TV-whose modus operandi confirms the trend toward citizen or consumergenerated media. Targeting 18-34 year Americans, Current TV is a two way conversation - viewers contribute 30% of content using laptops and digital media. Programming follows a bite-sized pod format lasting between a few seconds and 15 minutes. Viewers get the chance to rate each piece of content, which means the channel is,

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in effect, a meritocracy. The business model is radically different from traditional network TV: rather than multiple advertisers creating clutter the station has opted for a dozen partners that own part of the real estate. Advertisers have a presence on the channel via sponsorship deals: Sony owns the video pod, while L'Oreal sponsors the style pod and so on.

MTV HAS GOT IN THE ACT TOO MTV Starzine is billed as Europe's first magazine to be created entirely by readers. Supported by Nokia viewers can contribute online by submitting mobile phone photos and accompanying copy. MTV is also rolling out MTVU Uber - a user generated content broadband channel. Until recently, it was only available on 730 US campuses but executives decided to distribute the channel in its entirety over broadband. The programming focus is on original content, including"the best student-produced"

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CONTAGIOUS short films, music videos, animation and so on. In the US, spending on online advertising is projected to surge 19 percent, and search engine advertising 26 percent, in 2006. By contrast, spending on print ads will grow an estimated 2 percent and spending on radio and television ads an estimated 2.4 percent. Hand made commercials are a natural extension of uploading personal profiles to MySpace and submitting amusing video clips

copywriters, invited to fill in the blanks on two commercials shot by professional directors and based around Mastercard s long-running Priceless strategy that has become a national phenomenon in the US, sparking a number of dedicated websites. Rival AmEx also used a multimedia approach during Oscar night, running a 2minute ad featuring Sixth Sense director M Night Shyamalan which also runs on the credit

CREATIVE INTUITION. SNAP JUDGEMENT. RIGHT OR WRONG,

THIS IS WHERE HE WORLD OF COHSUHBt GENERATH) IS COHIEHT IS TAKMG US. EHJ0Y1HERHE! to YouTube, Sharkle and the like. So let's look at some of the best cases of CGC that offer us a sight of things to come. MasterCard's ad spending for the Oscars' telecast: S3.4m. Nudging consumers to its website to complete two interactive TV commercials: priceless.Interested viewers were directed to www.priceless.com. In contrast to many other UGC initiatives, rather than being asked to submit their own video content or edit an ad based on a pre-selected series of clips and audio files, viewers are challenged to show their skills as

card company's mylifemycard.com site as well as entertainment-themed websites. This is where creatives in the room should see a ray of light. Here's a case where a brand is moving away from the traditional 30 spot, but instead of killing it, the agency manages to extend it into a longer format. Further proof of the tipping point is American confectionary brand Hersheys. In 2005 it focused the majority of its $17m launch budget for its new Take Five candy bar on traditional TV spots. By contrast, its 2006 effort includes 69,000 buzz marketing

evangelists and a Web Game. The client told AdAge that the '360-degree campaign is part of a concerted effort to "understand who our consumers are and reach them in more relevant, compelling ways, not just one platform.' Research by DDB found that consumers found theTV commercial - which focused on the bar's five ingredients - too complex.Yet the bar has been a success — people are passionate about its taste.TV is part of the mix, but in the form of snappy 15 second ads that drive people to www.thegreatestcandybarever.com. Now that people have been allowed to participate and collaborate with the brands they consume, they won't tolerate advertisers shouting at them from a distance. But CGC puts advertisers who are used to controlling messages right up until the point they hit people's eyeballs in an unnatural and potentially unnerving position. Many marketers, though interested in consumer-generated content like blogs or boards where customers can post their comments, are still not willing to relinquish the control they think they have over their brand in the open marketplace of ideas. You may write CGC off as a fad. But the genie is out the bottle now. Painful to put back The future will be about customization and targeting. It will be about conversations and invitations. Consumers go by gut instinct.The world of focus groups, of briefs, of pre-testing and tracking is an alien universe. I was reading Blink by Malcolm Gladwell last month. He talks of the danger that in a society that by default rewards painstaking research, data, consultation and obsessive gathering of information, sometimes we forget that a split-second impression can be closer to the truth.

"...IF WE ARE TO LEARN TO IMPROVE THE QUALITY OF THE DECISIONS WE MAKE, WE NEED TO ACCEPT THE MYSTERIOUS NATURE OF

••TOUR SNAP JUDGMENTS." ffi ADOI MARKETING COMMUNICATIONS MAGAZINE

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