sights + inspiration
TELEVISION AWARDS • MALAYSIA GUNNS FOR Bill MINCING WITH ICONS-I^.JROLA IGES FETED • CAN YOU EXPECT A RAISE NEXT WPIAN MARKETING • OUTLOOK 2007
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e are no judge nor jury. But we know one thing for sure: Malaysia ruled Asia at Cannes this year to emerge the most creative nation across Asia in the festivals 53 year history. And this winning streak did not end in Cannes, as it continued across many global and regional award shows thereafter. As we move into 2007, ADOI is keeping a keen eye on ensuring our leadership position as Asia's No.1 creative powerhouse is retained. We all need to work together so that this crown stays with us. First off the agenda is the 10th Asia Pacific Advertising Festival (AdFest) in Pattaya, March 14-17. Probably Asia's most prestigious ad awards show. Someone once said, "The first law of advertising is to advertise oneself!" So ADOI, as a flag-bearer of Malaysian creative excellence is publishing a special print edition for the month of December; you must have noticed how we showcased some high-profile creative work in our September and October issues in the Road To Pattaya section. This time however, we are launching a Bumper Creative issue for December. This feature will also be launched on www.adoimagazine. com and sent to more than 21,000 email addresses from ADOI's Asia-wide database. Apart from showcasing your best work to our 30,000 readers and peers (including top advertisers), we will send
copies of the same issue to every judge presiding at AdFest 2007, well before the Pattaya event! Get all the judges to see your work before the festival madness. I am shamelessly referring to work like Ogilvy's Trump Donald' and Mattel Taxi', 'Robber' and 'Dog'; M&C Saatchi's Celcom Map, Botanique 'Before/After', Music Room 'Broken Window', Nike Air Fix' and Pensonic 'Double Expression; Dentsu's National Blood Centre 'Ink', Taisho Kampo 'Bed' and UTM's 'Blind Corner'; McCann's Maze, and more; Lowe's Land Rover Owner's Club, Ridsect Roach and IKEA knives; Saatchi & Saatchi's Amnesty Stamps campaign, and more; Y&R's Campbell's Tomato Soup and Penguin Audio Books; JWT's Double A Paper 'Plane', Ford Malaysia 'Utilities Hook', Fuji Film 'Tetris' and 'Paceman and HSBCs 'Family Dinner' tvC; Leo Burnett's Global Environment Centre 'Toilet', LivingWell 'Boob', 'Chin and 'Nose'; Draft FCB's Off Insect repellent campaign, Baygon 'Frog', Hansaplast Calendar and Ice Rink. And all the great stuff that is appearing before December 31st. Work from top agencies like Naga DDB, BBDO, TBWAMSC, Interface, Bates, Publicis, Bozell, and more.... Of course, only send us the work if you're submitting to AdFest 2007! Help us to help you. Book early to avoid disappointment, limited pages available. For details, contactJeffrey at jefi@ham.com.my, 03-7726 2588 or 012-389 0622. ADOI MARKETING COMMUNICATIONS MAGAZINE
18 XM CELEBRATES 10 YEARS, LAUNCHES NEW SERVICE Interactive media specialist XM Expanded Media Sdn Bhd is celebrating 10 years of operations in Malaysia this year with the launching what is probably the country's first mobile marketing consultancy service.
6 10 WORLD-CLASS CREATIVE ICONS THAT Will ROCK YOUR POINT OF VIEW! Beyond is the Global Summit for Creative Industries and is the world s most inspiring, influential, and progressive forum for creative thought leadership and application. The summit is envisioned as a "Biennale meets World Economic Forum" event that will deliver rare insights on the opportunities facing the Creative Industries today.
22 LOOK WHO'S BLAZING TOWARDS THE FRONT Not many of us know this, but Motorola has been making serious inroads in the global mobile market in recent years. And they've quietly pioneered quite a few innovative ideas in their space, which some competitors have shamelessly followed, and in some instances, seemed to have claimed to be their own.
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 Ruby • ruby@ham.com.my WRITER Raj Kumar • raj@ham.com.my ART DIRECTION Rosalind Julia Tann • ros@ham.com.my, F. Wai Tham • wai@ham.com.my PHOTOGRAPHY Jen Studio • jensiow@streamyx.com CONTRIBUTORS Mack Zulkifi, Greg Paull, Thillai and Ajay Naqvi 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 Sam, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7722 5712, www.adoimagazine.com
SAY WHAT? 26 THE REAL SIXTH SENSE ADSENSE You've noted that companies have been using all forms of media for decades to charge a lot of money for various services that typically involve matching profiles and then counting their fees while hoping both parties come back for another try and pay another bill. 28 INVESTING IN THE OLYMPICS INVESTING IN MARKETING With the Olympics coming up, many marketers in China and beyond are using this opportunity to build association and thereby, interest in their brands. But the questions remain - how do I invest to do this? How much do I invest and how do I measure the result. This also then asks the question generally of how much to invest in marketing. 30 CREATING STRATEGIC CAPABILITIES: ORGANIZATIONAL LEARNING AND KNOWLEDGE MANAGEMENT - PART 2 Culture, structure and infrastructure are interdependent in creating an organizational context. Flatter organizations with crossfunctional project teams lend considerably to the development and transfer of knowledge. Development of new knowledge is also dependent on the interchange of ideas between specialists of the same field, thus the need for functional groupings, or an attempt to integrate such specialist knowledge.
38 APPLAUSE,APPLAUSE! ENJOY YOUR FULL HOUSE
In Malaysia, the theater business makes money largely because they have sponsers. These generous folks offer up funds that help pay for what tends to be, on average, expensive production costs. It can cost RM 100,000 to mount a theatrical production. You've got to figure in the cost of the venue, materials to construct sets, the cost of the designers, the builders, the electricians, sound technicians, not to mention the actors. It is a pricey business.
60 MCCANN ERICKSON KL SCORES BIG ON EFFECTTVENESS! Surprise entrant Batey Ads KL who decided to take a shot also won. They received a Finalist Certificate for their client Road Safety Department Malaysia and campaign titled"You Can Make A Difference" in the Integrated Marketing category. Unfortunately, the agency is evaporating come next month. 62 BOOM Creative disruption is a combination of bravery, gut feel, common sense and a deep understanding of the marketplace and the audience. It is about knowing the rules thoroughly before breaking them.
ABOUT ADOI MAGAZINE ADOI is Malaysia's leading marketing communications 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 gatekeeper and catalyst of change, knowledge and innovation is widely evident through its proven network of resources, talent and leadership.
"New technologies are starting to rattle the foundations of online self-expression." DavidHymarty CEO,Mog "We need a huge shift from make and sell' to creating powerful experiences." Lewis Carbone, CEO, Experience Engineering "Sometimes that need to put your stamp on something is a recipe for disaster. Louise Mingenbachy Costume designer^ "Superman Returns" "Authenticity is the thing consumers respond to the most." Diego Scottiy VP of global advertising, American Express "The whole economy in the world is coming down to one common market." James Zheng,COO in China, PayPal "People in huge corporations are afraid of being fired. They don't dare take those risks anymore." Martin Lindstroniyfonndery Brandsense and Global Brand Forum 2006 speaker. "Story will always be king, no matter how much we love the technology." Ethan Martenyfilm producer "The amplitude and velocity of change is such that companies are more at risk." Paid A. Laudicinay author;(World Out of Balance" Source: Fast Company magazine
Member of
Š 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.
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HOW CAN A HIGH PRIESTESS OF FASHION, AD LEGEND, CELEBRATED ARCHITECT, ACE HOSPITALITY DESIGNER, WORLD-
MOUS PHOTOGRAPHER, URBAN LANDSCAPE GURU, PASHA OF DESIGN AND STYLE, FUEL YOUR CREATIVITY BEY IND2006
2006 ND 10 WORLD-CLASS
GRAND COPTHORNE
CREATIVE ICONS
THAT WILL ROCK YOUR POINT OF VIEW! November27-28, Probably the best adrenaline boost for any Grand Copthorne
Waterfront, Singapore.
by THE HAMMER
B
eyond is the Global Summit for Creative Industries and is the world's most inspiring, influential, and progressive forum for creative thought leadership and application. The summit is envisioned as a "Biennale meetsWorld Economic Forum" event that will deliver rare insights on theopportunities facing the Creative Industries today. The summit, which will take place at The Grand Copthorne Waterfront Hotel, seeks to connect leading practitioners across the arts, design and media sectors for an interactive debate on best practices, trends and challenges. Simultaneously it is aimed at bringing together young and established practitionerson a common platform to facilitate exchange and networking. This year Beyond is back with a explosive lineup including some of the world's foremost creative icons and business leaders under the banner "Rethinking Design 8cEntertainment." The list includes hospitality designer; Adam Tihany, urban landscapeguru; Benjamin Wood, second life's first avatar; Coiy Ondrejka, modern style architect; Duangrit Bunnag,, high priestess of fashion; Joanne Ooi, Lego head honcho; Jorgen Vig Knudstorp;, lensman extraordinaire; Mike Yamashita, irreverent advertisingicon; Neil French, pasha ofdesign &style; Sheik MajedAl Sabah and media and entertainment maverick; Tyler Brule. The event seeks to ignite thought provoking debates to push the boundaries ofconvention and knowledge in each respective field. Participants will have the opportunity to converse face to face with leading international speakers and established local practitioners across the arts,
creative facing 2007
design and media sectors. The summits scope also extends to bringing creative ideas to commercial platforms, by connecting creative practitioners to deal-makers and sources of finance. The two-day conference couples plenary keynote addresses with discussion panels and breakout sessions combining broad-level issues with specialist topics. Content will be structured and designed across key creative industry pillars including but not limited to, architecture, film, fashion, product / industrial design, communication design, technology, media and entertainment. Beyond 2006is jointly presented byCreative Industries Singapore, a division of the Ministry of Information, Communications and the Arts (MICA), which is spearheadingthe development of the Creative Industries in Singapore, and Global Brand Forum Pte Ltd, the architects and organizers behind the GlobalBrand Forum- the world s first platform to blend brands, business and leadership. The conference aims to attract 600 participants, with a significant international attendance. Target audience includes creative industry professionals and business leaders as well as media,creative celebrities, and influencers as well as government departments and agencies associated with the creative industries. Karthik Siva, Chairman of the Global Brand Forum, is a man hard topin down. Apart from his travels around the region,he seeks out the Who's Who in Branding and Creativity every year and helms two landmark events in Singapore - the Global Brand Forum and Beyond. Last year was Beyond s inaugural showing. While the number of attendees were not phenomenal, the event
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
bewildered many and theycame awayrecharged and with a refreshing take of the global creative status quo. It now sets the stage for this years Beyond 2006. Some of comments about last years event ranged from 'life-altering, 'mind-blowing, to revolutionary' and 'the only creative rejuvenation shot you'll need every year." ADOI catches with Karthik in between events for a quick snapshot of what to expect at Beyond 2006... apart from the celebrity-infused euphoria and radically-charged perspectives..
BEYOND CREATOR SPEAKS TO ADOI... What made you decide to come up with the Beyond concept ? Very simple. I thought, a multi-disciplined forum was an idea whose time had come because there are many vertical forums in Asia for creative professionals - for advertising; for media; for architecture; for technology,for design etc. But there wasn't any forum or conference that looked at creativity purely for its own sake without circumscribing it within a discipline like advertising or design. Furthermore, one ofthe key responsibilities ofThe Ministry of Information Communication Arts Singapore is to raise the quality and productivity of Singapore's creative industries and they chose to work with the Global Brand Forum to create a powerful multi discipline creative forum to inspire not only the creative industries, but also creative professionals, practitioners, marketers, CEOs etc.That's how Beyond came about.
BEY#ND20°6 How can different creative industries truly contribute to each other through Beyond 06? By sharing their creative processes, best practices and strategies. It is quite amazing to realise that creative industries tend to operate in silos. An automotive company looks at the creative process very differentlyfrom an aviation company or an advertising company. So this sharing is very valuable because, at the end J of the day, it does not matter Jy what the industry is orwhat the W product is, the creative process always has startling similarities.
Please share with our readers last year's Beyond event.. Last years' Beyond 05 was the inaugural event and it was an experiment. But it was an inspiring experiment. We brought together some incredible creative giants like Rem Koolhaas, arguably the world's most influential Architect; k Shekar Kapoor, the director of movies like ^ Elizabeth and Bandit Queen etc; Malcolm Maclaren, the founder of Sex Pistols and father of the punk rock movement; Jeremy Langmead,editor of Wallpaper magazine; Bob Isherwood,Worldwide *"" Creative Director of Saatchi & Saatchi, to name a few. It was a surreal out of body experience to have so many top creative giants at one forum. What sort of audiences will be attending Beyond 06? Typically Creative directors from advertising agencies, Designers, Marketers, Architects, CEOs from Creative Industries, etc. We are expecting about 500 delegates from 8 to 10 countries. It seems Beyond 2006 has more speakers than last year... That's right. We consciously chose more speakers because more speakers mean more learnings and more inspiration. Also, this year, we have changed the format a little. We have plenary sessions, panel discussions, creative face offs, creative tours, workshops, etc. That's another reason why we have more speakers. We are bringing together some of the world's top creative people at Beyond i 2006: - Tyle Brule: The Founder and Inspiration behind The Wallpaper magazine - Neil French: Advertising Creative Guru - AdamTihany: The world's foremost Hospitality designer - Joanne Ooi: Chief Designer of Shanghai Tangs - Jorgen VigKnudstro: CEO and j President of LEGO Group - MikeYamashita: One of the world's top Photographers - Cory Ondrejka: Chief Technology Officer of Linden Labs - Sheikh Majad A1 Sabah: The Pasha of Design and Style and founder of Villa Moda
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- Benjamin Woods: Urban Landscape Guru - Duangrit Bunnag: Modem Style Architect It must be difficult getting these top notch icons to come to Singapore.... Definitely! But the good news is that, all these top speakers always relent when they see that you are passionate and are putting together something special. Most of them know a good idea or programme when they see one. Persistence always pays. Finally, there is also this powerful curiosity about sharing the stage with other outstanding creative icons which is definitely a big motivation that cannot be underestimated. We looked at who is the Gold standard in various key creative disciplines like design, architecture, films, advertising, media,etc.Then, we look at who is making news or waves in their category. Then we create a dream list and seek them out one after the other. I guess there is no short cut to getting these creative icons. That's how we research and recruit them. Who is your favourite speaker to date ? It has to be Shekar Kapoor from last year. He was in full form and had the audience eating off his palm. But, if you ask me, This year will be a tough choice.There is a thin line separating these creative giants. What should attendees look for this year at Beyond2006? For sure, Tyle Brule and Neil French. As they have a fantastic way of connecting with the audience and telling it like it is. I think the creative face offs we have organised as part of the programme will definitely be one of the highlights of Beyond 2006. What do you hope Beyond 2006 to achieve this year? In one phrase, a once in a life time opportunity to be inspired by the world's greatest living creative giants! Beyond is the Global Summit for Creative Industries and is the world's most inspiring, influential, and progressive forum for creative thought leadership and application.The summit is envisioned as a "Biennale meets World Economic Forum" event that will deliver rare insights on the opportunities facing the Creative Industries today.
TO BOOK YOUR SEAT AT BEYOND 2006: Call Ruby on 03-7726 2588 or email her at ruby@Ham.com.my
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
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BEY#ND2°°6
THE SPEAKERS Adam Tihany, Hospitality Designer Adam D. Tihany is widely regarded as the preeminent hospitality designer in the world today. His sophisticated, often groundbreaking, designs are the result, in part, of his unique global perspective. Recognized for his design versatility, Tihany has conceived innovative restaurant concepts in many of the world s most cosmopolitan cities and exclusive resorts. His more significant projects include the signature C restaurant for chef Charlie Trotter at the One&Only Palmilla resort in Cabo San Lucas, the restaurant and bar at the Mandarin Oriental Hyde Parkin London, the Aleph hotel in Rome (winner of the 2003 European Hotel Design Award), the historic King David and the Dan Eilat hotels in his native Israel, and, for the Maccioni family, Le Cirque in Las Vegas and
Mexico City, and Osteria del Circo in New York and Las Vegas. Tihany s retail projects include Fred Leighton, the Madison Avenue jeweler. His first major architectural commission, Hangar One,a private aviation club in Scottsdale, Arizona, took off in 2003. Tihany's outstanding contribution to the world of design has been recognized with numerous honors and awards including an Honorary Doctorate from the NewYork School of Interior Design.He was named Bon Appetits Designer of the Year in 2001, and was inducted into the Interior Design Hall of Fame in 1991. His monograph, Tihany Design,was published by Monacelli Press in 1999.Tihany Style will be published by Mondadori Electa in May 2004.
Aleph Hotel
Neil French,
Irrevent Advertising Icon Neil French is a British advertising executive widely credited with bringing I the creative revolution to Asia when he was associated with The B|ll | Partnership in Singapore. His work for Chivas Regal, Kaminomoto, and m particular the 'XO Beer campaign for The Straits Times, is used as ^ case studies in advertising schools around the world. He is one of the few advertising professionals to be honored with the Clio 'Lifetime Achievement' Award. Before moving into advertising, his previous jobs included being a matador, pornggrapher, debt collector and as well as the manager of the heavy metal band Judas Priest. ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
((in advertising, it's sugar-coating the pill. All the skills andIricks of
art-direction and copywriting win come to naught if the consumer is not cajoled into taking the damn medicine."
BEY#ND20°6
Tyler Brule, Media & Entertainment Maveri
Wallpaper* Pages
One of the most influential media personalities in the world,Tyler Brule was a one time war journalist who was shot in Afghanistan and, during his recovery, came up with the idea for a magazine — Wallpaper*. He's gone on to sell that and move into various forms of media, branding, doing bespoke media, intelligence for clients like ANA, Stella McCartney,Bally s, and even a BBCTV Show.
The only way to learn is to exchange ideas and listen to other opinions. Education is the most important single subject every business, government and industry must invest in, in order to foster creativity and progress. This Summit is a real form to advance H design education.0
irgen Vig Knudstorp, Lego Head Honcho I In September 2001, Jorgen Vig Knudstorp Jined the LEGO Group as director with sponsibility for specific strategic development efforts, e.g., the development of Global Brand Retail. From May 2002 he headed the LEGO Groups strategy department. From April to November 2003 he was acting Chief Financial
Officer (CFO)/Head of Global Business Support, and in November 2003 he formally became Senior Vice President and joined senior management, the Global Management Team (later called the LG-LT),with responsibility for Corporate Affairs.
Joanne Ooi,
High Priestess of Fashion
Shanghai Tang Collection
The Chinese-born designer of Asia's only top brand, Shanghai Tang. Young, beautiful, dynamic, creative and very influential in Asia. Born in Singapore and raised in the U.S.'s Midwest, Ooi, 37, trained as a lawyer before moving to Hong Kong, where she opened her own clothing showroom, East from Seventh. In 2001 she joined ShanghaiTang, which, she says, "had this dusty business producing cheongsams. Chinese people don't want strictly traditional clothing. That's whywe added a modern twist." Ooi has helped boost sales—up almost 50%
since 2003—and aims to double the number of stores to 30 worldwide in the next three years. Yet she is still more inspired by China than by fashion trends. This year she plans to launch a label with monks from Henan province. Once again her customers will learn something new about an ancient Chinese tradition. ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06 Q
BEY#NDzo°6
Mike Yamashita,
Lensman Extraordinaire
Mike Yamashita has combined dualpassions of photography and travel for over twenty years as a shooter for the National Geographic. Specializing in Asia, he has combined the near and far east covering such diverse topics such as the Mekong River, the journeys of Marco Polo, the Great Wall and the DMZ between North and South Korea as well as any aspect of Japan from samurai to fish markets. His most recent story on theMing Dynasty admiral and explorer, Zheg He appeared in the July 2005 issue of the National Geographic. From that story grew a major documentary, to be in wide release this year as well as a book and numerous exhibitions throughout Asia. Yamashita is also a frequent lecturer and teacher at workshops around the world. He has received numerous awards, including those from the National Press Photographers Association Pictures of the year, the New York Art Directors Club and the Asian American Journalists Association. Exhibits of his work have opened in Japan, China, Italy, Korea, Hong Kong and Singapore as well as Epot Centre in Orlando, Florida.
• ijflwc MCMFR RFFM ASKbP THIS nilESIIUM. even: "nRIRIMALITY (THOUGHT ftWf OFSIGN) + HERS°NALIT2 "(PERSONHOOD ANDIUENTITY) + fcNhKliV/WILL = ^oann[JJoj Y
Virtual World
LTFE
Cory Ondrejka, Second Life's 1st Avatar Cory Ondrejka, leads the team developing Second Life, Linden Labs award-winning, usercreated digital world. His team has created the revolutionary technologies required to enable collaborative, atomistic creation, including distributed physical simulation, 3D streaming, completely customizable avatars and real-time, in-world editors. An experienced software engineer and ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
product developer with a history of successful completion of technically challenging, highperformance, consumer software projects. Proven ability to master and teach new knowledge as required to by the demands ofa project. Over 14 years of building teams and companies to tackle new and unproven technologies at every stage of the corporate life cycle. Continued
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BEY# ND2°°6 Benjamin Wood, Urban Landscape Guru One of the most important urban planners globally Benjamin Wood played a very crucial role in the renewal of Boston's Fanueil Hall as well as stadiums like Chicagos Soldier Field, home of the Chicago Bears. The impact of his work can be seen in CHina which has witnessed significant contributions including a major
project outside of China - Xintiandi, a cultural entertainment district in Shanghai. The project received a 2003 Award of Excellence from the Urban Land Institute. Other projects in which he has made vital contributions are in mega-cities like ChongQin,and the upcoming re-design of Shanghai's old British Concession.
Xintiandi, Shanghai
Sheikh Majed Al-Sabah, Pasha of Design & Style
Sheikh Majed Al-Sabah is one of the youngest and most influential sheiks in the Middle East. He's the driving force behind the regions number one lifestyle and fashion store, Villa Moda, and his love of style and design is influencing the modernization of the region, helping with women's rights, and affecting all areas as he expands into hotels, fashion, real estate, and more.
Villa Moda, Kuwait
"You know something? I now think i should talk about creativity. And how to make other people become creative. Something like "An idiot guide to be so bloody creative". How about that?"
Duangrit Bunnag,
Modem Style Architech
Costa LantcmThailand ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
As Asia draws the West's eye in the design world, it is talents like Duangrit Bunnag that have a chance to grace the world's stage. An architect by training, Bunnag is responsible for re-creating the beach resort at Costa Lanta, helping launch the boutique mall movement with HI, and even was the creative force behind Thailand's first true design magazine, Art4D. His recent projects, True Urban Park and the Thailand Creative Design Center, have become icons for this country's movement to the top global levels of style. He combines tropical modernism with a touch of Mies Van der Rohe. A rare home-grown Asian talent whose work is as global as it is local.
CreativesThatRock@yahoo.com
Need a fresh platform for kick-a** creatives? YES? Yahoo! is your stage for greater creativity.Crank up the volume on your fullblooded integrated campaigns - be heard over the din with rich media interactivity. Video and audio streaming will get your audience surfing. Claim your place today. Your fans are waiting. Visit us at www.yahoo.com.sg/yes or email CreativesThatRock@yahoo.com for a free show reel of kick-a** online creatives. Limited copies only.
An average 6.33 pageviews per visitor, can be viewed as satisfactory, considering the audience we reach.
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'Extracted from the Adoimagazine.com online registered subscribers, Sept 2006
IDOIHUHSSM
XTRAORDINARY
10
YEARS
XM Celebrates 10 Years, Launches New Service
I
nteractive media specialist XM Expanded Media Sdn Bhd is celebrating 10 years of operations in Malaysia this year with the launching what is probably the country's first mobile marketing consultancy service. The new service targets the country's 18 million over mobile phone users as a powerful new channel for marketing and to help companies understand how they can engage with this group of consumers meaningfully on their mobile phones. "They carry phones everywhere, are always reachable, technology exists to deliver targeted, customized solutions to them and results can be tracked and measured easily," says Sandeep Joseph, Managing Director of XM, Malaysia. "This renders the mobile phone quite different from any other media or marketing channel in history. "We were one of the pioneers of new media in Malaysia and weVe stayed at the cutting edge by being responsive to changing consumer and marketer trends. "In keeping with our pioneering spirit, we are absolutely confident we can help businesses realize the potential of this new mobile marketing medium." He says with the emergence of broadband and wireless communications, new media was transforming the world of media and entertainment into a whole new spectrum of interactive experiences. New technologies like Wi-Fi and mobile WiMax now allowed consumers to connect wirelessly to the Web, whether by cellphones, laptop computers, hand held gadgets or potentially even devices such as MP3 players and video cameras. The world was entering an era of hybrid devices that multi-task and provide consumers with a menu of hitherto unimaginable combinations and this was throwing up endless creative possibilities and opportunities for marketers.
Sandeep Joseph, Managing Director of XM, Malaysia
^ ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
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INDUSTRY OUTLOOK 2007 Mushy piaym feeCi fewÂŽ to 2007 and givetheir take on what to expe next year!1
R0SIE HONG, GROUP MANAGING DIRECTOR - RAPP COLLINS & TRIBAL DDB Speaking from the standpoint of DM and CRM, the market scenario will continue to drive greater emphasis towards ensuring advertising investments and marketing campaigns yield greater results and accountability as dollars shrink, media continues to fragment and consumers' choices become more profuse and complex. My conviction is that more brands will adopt DM/CRM as a core component of their overall marketing plan and integrated campaign strategy. Gone are the days when we had to indoctrinate them on the concept of going personal with the brand's customers; today it is all about "Ok, let's do it - but tell me where the returns are." And that, really, is the tough part. DM and CRM programs are expected to yield tangible results, and are often set against targets and KPIs. There are no fuzzy, emotive benchmarks or awareness level to shelter under. It is all measurable and accountable. Internet Marketing will be another main thrust of growth. The power of online will be used for branding, acquisition, leads generation, customer engagement and traffic driving activities. New forms of communication such as video advertisements, community portals (MySpace, etc), and instant messaging will continue to forge closer relationships between brands and their advocates. What is deemed mainstream and nonmainstream media will increasingly become obscure. The future is about which consumer touch-point or media channel is the most relevant, effective and targeted to the target audience's needs for bringing about performance and results.
But he warned that digital convergence was creating new opportunities as well as pitfalls for clients. "Are they getting adequate returns on investment from new media? What kind of audiences are they reaching and how can new media go beyond what they are achieving with traditional media?" he asks. "These are the kinds of questions we answer for clients through our new mobile marketing consultancy service. "We understand how Malaysians behave online, how they differ from other countries in their online behaviour,what works for them and what doesn't. We understand the mindset of the consumer through our constant research and having worked with various clients across different industries over a decade. "We also recognise the limitations of infrastructure, the problems clients may face within their own firms championing this new medium and can help them overcome these obstacles." Sandeep adds, the internet was the fastest growing advertising, marketing and promotions medium and advertising expenditure on it was projected to grow 84% from 2005 to 2008 worldwide. This compared to the 5.7% annual growth in total global major media advertisingspending forecast over the same period. Many companies could look at spending more than average on the internet because it was relatively cheap and could be targeted accurately and effectively, he said. This made it suitable for companies which might find traditional mass media campaigns
continued on page 34 ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
too expensive and involving too much wastage of limited budgets. XM, established in 1996, is one of Malaysia's pioneer e-business and interactive media service agencies and is now one of the leading companies in this field in this country. It has a 35 strong staff, including specialists in interactive consulting, strategy and brand development, website creation and maintenance, loyalty programmes, mobile marketing and technical development. XM provides fully integrated total ebusiness solutions for it clients, from e-business strategy, brand strategy, e-commerce execution, back end infrastructure, front end design to implementation and has won numerous local and international awards for its work. Its current clients include Petronas, Maxis, Glaxo Smith Kline, Oxford University Press, RHB Bank, Clipsal,Tune Hotels, Tune Money, Multimedia Development Corporation and Malaysian Design Council. XM is part of RMG Connect, which is one of the leading specialist relationship marketing agency networks in the world with 37 offices in24 countries and a member of the giant WPP group of communications services companies. RMG Connect is a specialist in interactive advertising and direct marketing, brand and business consulting, website development and online marketing, customer relationship management systems consulting and data management and analysis.
"We were one of the pioneers of new media in Malaysia and we've stayed at the cutting edge by being responsive to changing consumer and marketer trends."In keeping with our pioneering spirit, we are absolutely confident we can help businesses realize the potential of this new mobile marketing medium."
For further information, please contact Sandeep at sandeep@xm-msia.com
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DANCING WITH ICONS:
Zulkifli Mat Jusoh, Motorola^ Marketing Manager for Mobile Devices
We recently announced the MotoFreekick contest where the winners will have the chance to playfootball with Beckham and see Beckham playing in Real Madrid. In order to increase the chances of winning and to maximise the opportunity to get involved with our customers, we also organised MOTOFREEKICK roadshows in which consumers were M MOTOROLA able to participate in four challenges at the roadshows: Accuracy - Kick the ball to hit the cone; Control - How long can you bounce the ball ^ on your knee; Shoot - Score a goal; and Skill - Dribble the ^ ^ ball in between the cones. fHT All in all, there were 10 winners flying to Madrid. We also have other premiums and Beckham merchandise
TELL US ABOUT YOUR IM / COLLABORATION iflTH JJML L FASHION IC01S FROM
muiur
THE FASHION ACCESSORY ROLE?
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Over the last year, we have proven that mobile handsets are indeed fashion statements for consumers. It is also now viewed as an accessory that reflects the personality as well as complements the outlook. Our latest ultimate fashion phone is the MOTORAZR V3i Dolce &c Gabbana gold, which unites the elegance and unique design of Motorola V3i with the individual style and attitude of Dolce & Gabbana. This is based on the acclaimed MOTORAZR design success. This beautiful handsets lend credence to Motorola's position as the leader in mobile fashion and design. Last year, we also showcased a limited edition pink MOTORAZR in which it had Maria Sharapova's signature on it. As for Vivienne Westwood we did a cover colour based on her design for V600. Design, style, elegance, fashion, entertainment and overall experience - these are the recognised hallmarks of Motorola. While it is true that our competitors have become experts at taking our popular designs and innovations and trying to replicate them, we will continue to be the company that sets
the design benchmark and consumers have responded to this overwhelmingly as seen with the company success over the past few years. While our competitors continue to play catch up, we are setting the benchmark again with products that are smaller and thinner and use new combinations of materials and finishes. HOW IS THIS WHOLE DIGITAL CONVERGENCE PHENOMENON LAYING ITSELF TO MOBILE DEVICES? Motorola is shaping this culture by leveraging convergence and media to deliver the ultimate consumer entertainment experiences. For example music - the market exploded from a few simple ringtones to full track downloads, music phones like ROKR E2, and music services like iTunes and iRadio in the Duval Beckham span of only a few years. "Mobile Video Entertainment" is set to be one of the next great experience drivers. As a pioneer in 3G technology, Motorola has been driving the adoption of mobile broadband through network and handset solutions for years. With millions of 3G and CDMA handsets in the marketplace, Motorola has enabled consumers to enjoy the first tastes of video entertainment through streaming, on-demand and Flash memory sideloading playback. Motorola is also driving research and specifications work around global standards. The current landscape for Mobile Video Entertainment is fragmented and
interoperability will be critical to its deployment, adoption and success. By leveraging our substantial R&D resources and leadership roles in related standards bodies (OMA, Mobile DTV Alliance, etc.), and partnering with content providers, broadcasters, and operators, Motorola will enable the optimal ecosystem for broadcast-to-mobile solutions.
HOW WOULD YOU DESCRIBE YOUR RELATIONSHIP MTH YOUR CREATIVE AND MEDIA AGENCIES? Being an MNC and like other MNCs, we are aligned to work with our global appointed agencies. It is quite a challenge indeed to synchronize our briefings with various agencies namely Ogilvy, MindShare, FCBi Interactive, Knowlton, Momentum for different Hill tasks like creative and adaptation works, media buying, interactive activities, public relations and events respectively, to ensure a successful launch campaign. Globally, we work with quite few creative agencies namely Ogilvy, BBDO NY,TBWA, 180, etc. To me "creative" is a subjective matter. No longer a piece of ad in the paper or on TV. It is more than that. Media, PR or event can be a creative player too where the creative media buying and placement play key roles. It is not how many times you put the ad in the paper or TV, but how many people see it. Very few companies create brilliant ads - funny, witty, and some so creative that people naturally forward it around through e-mails. It is no longer about client versus agency, but about a business partner relationship beyond creating good work. Sometimes it is not the budget, but how things can be done differently and surprisingly, even with a low budget. I always look for something different, something catchy and want to be amongst the first to do it!
Sheer Driving Pleasure
Perfect time. Perfect choice. Perfect commendation Attaining the '2006 World Car of the Year' award wasn't easy. Deciding to own a BMW 3 Series is. In 1975, the BMW 3 Series pioneered the original sports sedan, and we've never looked back. Over the past 30 years, the BMW 3 Series has regularly collected accolades and awards. Its latest triumph is the '2006 World Car of the Year' award presented at the New York International Auto Show. Such a high-achieving automobile deserves the most discriminating drivers, premium performers who demand the best from all life has to offer - including motoring.
BMW Malaysia Authorised dealers: AUTO BAVARIA Penang Tel: 04-281 3866 Kuantan Tel: 09-516 1666 Qlenmarie Tel: 03-5569 3900 Segambut Tel: 03-6251 2599 Bukit Bintang Tel: 03-2142 2288 Sungai Besi Tel: 03-9222 0540 Johor Bahru Tat: 07-238 4580 Kuching Tel: 082-412 351 LEEMOTORS AUTO CARE Alor Setar Tel: 04-733 7003 SEONG HOE PREMIUM MOTORS Melaka Tel:06-288 2228 ANGTRADING & MOTOR CREDITBatu Pahat Tel:07-432 6270 Actual car specifications may vary from the model shownabove.
INTERACTIVE
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o, you're a guy who can program a little. You're fed up with seeing large corporate entities preying on lonely people who just want to meet someone they might want to date a litde and, if things go well, spend a lot of time with - maybe even eventually marry. You've noted that companies have been using all forms of media for decades to charge alot of moneyfor various services that typically involve matching profiles and then counting their fees while hoping both parties come back for another try and pay another bill. There are plenty of lonely people out there who, for one reason or another, have trouble meeting interested parties so even if they don't try again, there'll be other needy customers coming around the block in no time. Here's your plan: you'll use the available resources of the Internet, your basic programming knowledge, your distain of these companies and offer what they do, but for free! You'll hire no employees (except maybe your girlfriend to help answer some e-mail) because you don't need any and, what the hey, you'll work out of your home. Now, as an aside, within three years, you'll go ahead and make USD$450,000 a month even though you'll still not charge. How's that for a Web 2.0 business plan? That's what happened with a site called plentyoffish.com that launched in 2003; nearly half a million U.S. dollars a month by not charging customers. How does he bring in the revenue? According to Alexa, the Amazon.com subsidiary that tracks Web traffic,it's the#2 most visited personal' (i.e., non-corporate) site in the
world and that translates to cold, hard, recurring revenue on an order that makes most companies extremely jealous. Especially when the overhead is so very low. Since it doesn't cost a dime to use the service and there is a giant base of Web users who are looking for love, the site gets 500 million page views per month (all handled by a mere four Web servers since the content is so light). That's still only around one quarter of the traffic of the industry leader, Match.com,
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
but 500 million views is enough to generate the money when you place Google AdSense ads on each page. $0.0009 cents x 500,000,000 = $450,000.00. (Note the photo of the check from Google that equals two months of AdSense revenue, in case you don't believe the math.) AdSense is the reason Google's stock is, as of this writing, at the amazing price of USD$486.60 a share. They have a ton of innovative products that put their competitors to shame. But as amazing as they are, they are heavily underused when compared to those same rivals. For instance, Gmail only serves 3% of the Web mail market. Gtalk has just 44,000 regular users compared to AOL's Instant Messenger (AIM) service with it's 40 million registered chatters. No, the Google AdSense/ AdWords programs are what fund everything else and fuel the skyrocketing share price with their per-click and per-thousand-impression bases for charging customers. They allow sites host simple text ads, which is the approach plentyoffish.com takes, or ads with simple images and now even videos. It's the 21st century version of the media buy which allows anyone with the imagination to tap into an established market to quickly participate in a huge, ongoing windfall. This free dating site has turned a conventional, long-standing business model on its head by giving away something previously believed to be ofvalue for an entirely different reason. The people lookingfor love win, Google wins, Google's customers win and, most of all, the one guy who had a sixth sense for getting the eyeballs wins. Welcome to the new world.
There are plenty of lonely people out there who, for one reason or another, have trouble meeting interested parties so even if they don't tay again, there'll be other needy customers coming around the block in no time
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SPORTS
MARKETING
INVESTING IN THE OUTMPICS INVESTING
HMARKEIMG BY GREG PAULL , PRINCIPAL, R3
W
ith the Olympics coming up, many marketers in China and beyond are using this opportunity to build association and thereby, interest in their brands. But the questions remain - how do I invest to do this? How much do I invest and how do I measure the result. This also then asks the question generally of how much to invest in marketing. There have been a lot of detailed theoretical models on marketing "ROI" (return on investment" in the west over the years. But with Chinas constant rapid growth, it will need a model more appropriate to local needs. A lot of our company's work over the last four years has been helping marketers set "KPI's" (Key Performance Indicators) and other simple benchmarks to measure their results. First, on how much to invest in the Olympics. ATOP sponsorship sells for around US$100m (the local ones are less expensive) and most say traditionally, you need another 3-4 times this to help market this investment. In the case of the Beijing Olympics, many are saying this should be even higher. But how do you measure your results? Our recent research on Olympics shows that already, some companies are already doing a lot better than others in building Olympic association. Because of Coca-Cola's consistent communication with Liu Xiang, they have the strongest star-brand association. Because of Lenovo's Torino campaign and follow up work,
All this is important when it comes to measuring purchase intent and actual purchase. 53% of the 1,500 people in this research study mentioned that they would be more likely to purchase a brand they knew was sponsoring the Olympics. This is significantly higher than our expectations, and we will track actual published sales performance for these brands over time. Investing in the Olympics requires focus, balance, commitment, objectivity and innovation. The competition now is no longer just the category you are used to fighting against, it is now all Olympic sponsors and those looking to ambush' the Olympics. The best marketers will focus on a single message, create in market activation and use the same principles of measuring ROI they would for any other marketing campaign. Measuring marketing ROI is acombination of science, ideas and luck - but there are some general processes that we have seen that work. They are... Test. Leam. Deploy - Asia have many of the best test market environments. With media markets, there is the opportunity to set up test cells in individual cities and measure brand health and sales. P&G have been refining this approach for years
Consider all variables- It is not enough to just
link marketing or media spend with sales. The best use a range of different variables to test and measure. One of our clients found sales on a hot day was 20% higher than average, so weather became a predictive part of their ROI measurement
Use mediums you can measure - more and
more money is going into internet marketing, not only because of its usage, but also because of its measurability. Marketers can directly calculate (and pay) for the returns, based on clickthroughs and other metrics
Motivate your agencies - The marketing
they have the highest spontaneous awareness (11%) when it comes to knowledge of Olympic sponsors. And because of China Mobile's ongoing brand exposure, they have the highest level of sponsorship recognition (92%) with the Olympics.
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
agencies that support you are an untapped opportunity for most marketers. Already we have helped companies such as Coca-Cola, Johnson & Johnson and McDonald's develop ROI goals for their agencies, resulting in more motivation and results. Measuring your Olympic investment and marketing investment is no easy task . But to not measure, to just invest without a plan, would be the biggest mistake of all Greg Paull is the founder and principal of R3,(www. rthree.com), an Asia basedconsultancy focusedon marketing efficiency and effectiveness
engaging const/,
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The question of course, is what all the above can do for your brands. Our rich experience and maturity in Strategy, Creativity, Technology and Analytics mean you'll be better-equipped to filter fads from facts, avoid pitfalls, break new ground and produce meaningful results. Find out how we can help take your interactive and engagement marketing to the next level. Let's chat.
arachnid I digital brand interaction " arachnerds@aractinid.com.my
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COLUMNIST
I
n our article last month, we concluded by saying that to be successful in the new economy, Agencies have to innovate and adopt, hence learn faster and more effectively than their competitors and that they had to develop a strategic learning capability by linking learning and knowledge management. Organizational culture, structure and infrastructure are the necessary ingredients that foster and encourage learning. Of the three the most important component of the organizational learning context is culture. A learning culture would contain: a clear organizational vision; a desire for continuous improvement; an organization that attaches a high value to knowledge; empowerment of individuals and the encouragement of experimentation; creativity, risk taking and tolerance of mistakes; building trust to encourage sharing of knowledge within the organization and with selected partners; emphasis on frequent contact and good communication; encouragement of socialization and the development of a concept of a community; experiential learning of tacit knowledge; an external vision to learn from the environment in which the business operates; and leaders who steward all of the above. Culture, structure and infrastructure are interdependent in creating an organizational context. Flatter organizations with crossfunctional project teams lend considerably to the development and transfer of knowledge. Development of new knowledge is also dependent on the interchange of ideas between specialists of the same field, thus the need for functional groupings, or an attempt to integrate such specialist knowledge. M
ADOI MARKETING COMMUNICATIONS ]V
professional and personal intellect using their tacit and explicit L knowledge, with â&#x20AC;˘echiftJogy as a tool. Empowerment of the individual in flat network structures where cross functional communications are encouraged, are effective in promoting knowledge management. Network structures may also include collaborating businesses. Advances in technology, especially those in information and communication technology, do provide the infrastructure, to support network structures and organizational learning within and between collaborating businesses. Software has been developed to facilitate organizational learning and knowledge management on
intranets and extranets, and includes e-mail, groupware, intelligent databases, document management and workflow software and knowledge based systems.These tools contribute in the building and sharing of knowledge. Agencies need to improve how they acquire and share tacit and explicit knowledge. One of the means of effecting this would be through the implementation of communities of practice that informally bind together people who share expertise, passion for joint enterprises and a common interest in knowledge sharing. The main interest in communities of
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MALAYSIA ANDREAN VOGIATCAKIS ON BOARD OMD has appointed Andreas Vogiatzakis MD of OMD Malaysia. In 1999, after ashort periodworking with Wieden 6c Kennedy inTokyo, Andreas launched Starcom Japan as a media independent Under his leadership, Starcom Japan was established as one of the leading media companies in the market, and became a strong partner of Dentsu both locally and internationally.And since 2003 Andreas has been leading the MindShare media group inTaiwan, the largest media agency in the country. MAS PITCH Malaysia Airlines has shortlisted 4 creative and 3 media agencies for its advertising business, after a total of 31 shops entered the tender. BBDO 6c Proximity, JWT, Ogilvy 6c Mather and TBWA-ISC will present creative, while Carat, MindShare and ZenithOptimedia will present media. Results are expected end November. Watch out for the Breaking Newsatwww.adoimagazine.com KIENCAN D6cAD Global Awards has confirmed judges for 2007 from China, India, Japan, and Malaysia. They include Richard Johnson from M6cC Saatchi Singapore, Andy Greenaway and Jagdish Ramakrishnan from Saatchi 6c Saatchi Singapore, Eugene Cheong from 06cM Singapore, ThirasakThanapatankul of Creative JuiceXGl andjureeporn ThiadumrongJEH United in Thailand and Tan Kien Eng from Arc Malaysia. GUINNESS FOCUSES Guinness Anchor Bhd (GAB) will continue to focus on existing consumer-centricstrategies to consolidate its market share in an environment that remains challenging, says its managing director Theo De Rond. He adds the new corporate identity, including a corporate office facelift, was the culmination ofits investments in brewery automation and technology totalling RM50 million over the last five years. TOTAL SPORTS TIES UP WITH WIGE MEDIA AG Total Sports Asia now representsWIGE Media AG in Asia via a strategic tie-up.Under the agreement,TSA will provide WIGE its extensive range of media services covering Asia via its offices in Kuala Lumpur, Shanghai,Tokyo, Bangkok, Mumbai and Dubai.Apart from TV production, the strategic tie-up will also see TSA offer its fully integrated services which include Sponsorship sales 6c Marketing, Licensing and Merchandising, Event Management, Mobile Content Sales and Marketing, New Media and Consultancy and representation. SEONG STARTS 2007 AS LOWE ECD Ng Heok Seong joins Lowe 6c Partners Kuala Lumpur as Executive Creative Director, effecttive January 8,2007. He has spent 17 out of his 25 years of advertising life at DDB Malaysia. He rose through the ranks to become Associate Creative Director at Naga DDB. He was then seconded to DDB International as Creative Director.
Assist people to leverage their professional and personal intellect using their tacit and explicit knowledge* with technology as a tool. Allow them to be comfortable in admitting ignorance in particular areas and encourage relevant questions and facilitate and evaluate good answers. Allow knowledge workers greater autonomy over their work, to encourage focused thinking practice is that they provide considerable benefits to organizations as compared to formal forms of activity. On the one hand they provide individuals with a sense of identity, trust and confidence through meeting like minded individuals, and on the other hand communities of practice offer a forum to facilitate knowledge creation through externalization of tacit knowledge, the sharing of knowledge and increasing knowledge flows, thus enhancing creativity and integrating collective knowledge. Some of the benefits witnessed to have derived from communities of practice are: they help drive strategy; they inspire new lines of business; they solve problems quickly; they facilitate the transfer of best practices; the members develop professional skills; and they actually can be the reason companies are able to recruit and retain talent. PRACTICAL APPLICATIONS Encourage knowledge sharing by locating people who normally work together close to each other. Knowledge sharing is also the shared expertise and efforts of alliances and networks. Provide onsite locations where people can connect with others through briefings and bulletin boards. The use of IT facilities to talk to one another regularly at work, network and serve on task forces. Set up communities of practice that brings together people in an informal manner who have common expertise, similar interests and passion for projects and encourage them to share their knowledge.Promote electronic spider webs as intellectual webs of knowledge that exist in actual and virtual organizations. These web connections connects people and facilitates the sharing of knowledge amongst them. Introduce human- talent exchange
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
amongst associated and affiliated organizations. Use select recruitment techniques to attract, recruit and retain high quality people. Ensure a conducive work environment and motivational incentives (not necessarily monetary), that fosters a persons sense of belonging and goodwillwith the organization. Support training and interactive learning experiences that take place at the work place with colleagues. Introduce performance measurement and reward systems to ensure fair recognition and corresponding rewards based on trust and commitment. An organizational culture that recognizes people s need for self- fulfillment invariably earns their trust. Encourage people to work together as equals and share their esteemed knowledge assets with their colleagues. Assist people to leverage their professional and personal intellect using their tacit and explicit knowledge, with technology as a tool. Allow them to be comfortable in admitting ignorance in particular areas and encourage relevant questions and facilitate and evaluate good answers. Allow knowledge workers greater autonomyover theirwork, to encourage focused thinking. Ensure the work premises has suitable work areas,where they can gather, share and generate information. Facilitate peer-to-peer networks to cultivate global mindsets and imbibe global knowledge. Agencies have to face the critical challenge, to create the culture and the climate to ensure that they learn faster than the competition and remain relevant in the dynamic conditions of the new economy. Thillaivarrna Selvaratnam. The writer is the principal of a Management Consultancy Firm, TiiillaiVama & Associates and can be contacted at ttiillaivarna@time.netmy
Behind the Numbers There's Always A Face
When you advertise with Astro, you could be reaching over 8.5 million potential viewers profiled by their viewing preferences, age, race and household income. People. Not numbers. And when you consider that our viewers are mainly urban with high purchasing power, and Astro's interactivity via the red button, no other media comes this close to matching your consumers with your products and services. So when you advertise with Astro, you can be sure you're reaching the right market. Your market.
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INDUSTRY OUTLOOK 2007
ANOTHER
JOHNNY MUN, CEO - KRAKATUA I believe the industry will continue to be lethargic with no big businesses up for grabs. The tight credit squeeze, high interest and cautious lendings by financial institutions may be stumbling blocks, with insufficient funds to spur marketing activities. Retail type advertising and price driven strategies will be the mainstay and key contributor to advertising expenditure for 2007. And this trend may continue beyond 2007 to counter escalating fuel costs and diminishing margins. Hopefully, with the rollout of the 9th Malaysian plan and it going online, it may encourage bankers to relax their tight fists and ease credit availability, in the process spurring expenditure. If this is the scenario, the industry could see some upward movement in AdEx.
FROM THE MD OF A TOP 10 AD AGENCY, WHO REFUSES TO BE NAMED: Frankly, I see more of the same. A steady growth that parallels the growth in the economy. The Telco boys will be the big players in above the line and the Cigarette boys in the below the line business. The pressure on costs will continue. Integration will remain a slogan rather than a reality. The only disruption that seems possible is that the universal availability of broadband, essentially in offices,will create the opportunity for e-commerce to grow in a big way. However, at this point in time there is no driver for this, in quite the same way that Air Asia was for low budget airlines. The opportunity in this environment will be for the agency that goes back to the basics, positions the agency as the brand custodian and delivers on it. A brand custodian will build value by creating clarity and consistency in all forms of communications. This will create the opportunity for customer engagement and commerce.This is the dialectic given the clutter and the confusion that prevails in the market place today. This is however easier said than done. It will require great courage from the client and very insightful communication plans from an agency that blends media, creative and the market context. continued on page 60
27
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Creative depts.- Interactive agencies Shown as a percentage of companies
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Creative depts.- Interactive agencies Shown as a percentage of companies
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AQUENT REVEALS NEW SALARY SURVEY
A
quents annual international salary survey and industry monitor for the marketing, communications and creative industries, found that almost half (49 per cent) of respondents from Malaysia predicted an average revenue growth of between 11 and 20%this year. More than half plan to increase their staff strength. "The optimistic view in these industries is attributed to positive gross domestic product growth projection, forecast of increased advertising expenditure, growing international for works by Malaysian agencies and a buoyant new media sector," says Kuala Lumpur Aquent area manager Sharon Wong. The latest edition of the Aquent Orange Book (as the 2006-2007 monitor is named) is the most comprehensive thus far, with more than 5,000 survey responses from employers in 15 cities across seven countries in the Asia Pacific region. In Malaysia, the survey covered some 360 respondents and over 50% of employers in Malaysia expect salaries to increase during
H ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
the next 12 months, with the highest increase expected for creative talent.Most of this will be between 9% and 10% per annum in all sectors, except for public relations, which comes in slightly lower than 7%. Staff turnover in Malaysia is serious, with rates averaging 23 per cent across the board, especially public relations and creative areas, and mostly among the younger ones. The shrinking talent pool in Malaysia is attributed to bigger investments by companies; shift from traditional advertising to new media and integrated, below-the-line campaign; and migration oflocal talent to other countries like Hong Kong and China.This means companies must be more creative about attracting and retaining talent. Aquent is a global firm specialising in staffing solutions for the marketing, communications and creative industries. Aquent s international network includes 25 offices in Australia, Czech Republic, China, France, Germany, IndiaJapan, Korea, Malaysia, Netherlands, New Zealand, Poland, Singapore, Spain and the United Kingdom. In North America, Aquent has offices in more than 40 cities.
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(formerly known as Telekom Publications Sdn Bhd)
Tel: 03-4292 1111 / 03-4289 1222 Fax: 03-4297 0548
IEFS ASIA STAHLE JOINS AEGIS STABLE Aegis Media, the media operations platform that supports Carat, Vizeum, Isobar, and Posterscope, has appointed Patrick Stahle as CEO of Aegis Media Asia-Pacific. He has been with AegisMedia since 1995 in Scandinavia. Patrick started his career as a helicopter pilot in Australia and the North Sea. Additionally, Carat Hong Kong and Carat Singapore will now be positioned as the new regional hubs in supporting large local and multinational clients and prospects in the region, led by a dedicated business development team reporting to Stahle. On theMalaysian front, Carat and Vizeum continue to post healthy revenues with interactive expected to record a double-digit growth next year. MTV NETWORKS MINUS 84 MTV Networks Asia-Pacific is relooking at its strategies, and will axe 84 in its Singapore operation. Nigel Robbins, President ofMTV Networks Asia-Pacific is stepping down, but will continue to act in a consultant capacity until the end of the year. GOT TO BE GORDONS ACNielsen has appointed Alastair Gordon to MD of customised research services, Asia-Pacific,in addition to his current role as MD of products &cservices, ACNielsen global customised research. Y&R ASIA HAS NEW PREZ Y&R has named current president and representative director ofJWTJapan Ambar Brahmacharyto the post of president, Y&R Asia. Brahmachary replaces Chris Jaques who last month, was appointed to Y&Rs New York headquarters to oversee the North America region. TIGER SHORT FILM Tiger is launching a 5-part short film titled 'Tiger. Unravel the Secret', to expound on the brand's heritage in keymarkets across Asia-Pacific. The film, developed in collaboration with award-winning director Derin Seale, photographer John Seale, who won an Oscar for cinematography on 'The English Patient', and Leo Burnett regional ECD Linda Locke, consists of a series of segments, each 60 to 90 seconds long, covering Tiger's history since its inception in 1932. TJnravel the Secret'revolves around a group of10 men who go to great lengths to protect the secret of the lager's success from a cartel, which pursues the brand s guardians across different eras and countries. An Arc-created website - unravelthesecret.com - has also been launched.
DROPSHOT
DESIGN
BADMINTON WORLD FEDERATION LOGO T Its innovative and unique approach in providing integrated sports marketing solutions offering services in TV Rights Sales & Marketing, Sponsorship, New Media, Licensing, Event Management and Mobile Content has been the key to its growing success
T
he Badminton World Federation has launched a worldwide logo design competition on the internet on www.bwflogodesign.com. The competition, which is aimed at selecting a logo for the Badminton World Federation was officially launched Datuk Punch Gunalan - the federations Deputy President. Organized by Total Sports Asia in association with Sunrise 8c Co. Pte. Ltd., the competition will be held over 3 months with the winning logo selected at the end of January 2007. The winner of the competition will walk away with a Grand Prize of USD$5,000, FREE ticket and accommodation to the logo s official launch event, and an option to choose between a FREE trip to the next World Championships in Kuala Lumpur, Malaysia or the Sudirman Cup 2007 in Glasgow,
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
Scotland. The closing date for all entries to the competition is on 31st January 2007. Marcus Luer, Group CEO of Total Sports Asia - BWF s exclusive media agent in Asia Pacific, says that apart from the increase in participation, badminton has also become one of most widely watched sports in Asia. "TheThomas / Uber Cup 2006 tournament alone reached close to 280 millionTV homes in Asia." Total Sports Asia is Asias leading fully integrated Sports Marketing company in Asia with offices in Kuala Lumpur (Head Office), Mumbai, Bangkok, Shanghai, Tokyo and Dubai. Its innovative and unique approach in providing integrated sports marketing solutions offeringservices inTV Rights Sales & Marketing, Sponsorship, New Media, Licensing, Event Management and Mobile Content has been the key to its growing success.
i/i^inn
FDLE digital
Introducing Our New Digital Service Some good news for Malaysian business travellers: Now we're even better company! We've been keeping millions of you company for many years now. After all, we've been the country's leading hotel television service for the past two decades. We've entertained you at all sorts of odd hours on those outstation sales trips and business visits. You've watched us before, after and in between your meetings. You've tuned in on a quiet evening after a day of tough negotiations and in the wee hours of the morning after a night out on the town. We've even been there for you when you've relaxed in bed and watched during holidays and weekend breaks.
Up to 6 crisp digital channels are now screening the latest Hollywood blockbusters and award winning documentaries in selected 4 and 5 Star hotels up and down the country. You can also catch us in a lot more places. Vision Four's coverage is at an all-time high with some 66,000 rooms and 230 hotels nationwide screening our programmes 24 hours-a day. We look forward to keeping you company for many years to come.
And guess what? With our new digital service we're even better company now! Vision Four Media Group Daytime Sdn Bhd (74432-u) 28 Jalan Liku Bangsar 59100 Kuala Lumpur Tel+603 2282 8028 Fax+603 2282 3148 Email: sales@visionfour.com
DIRECT
TALK
flppwi/se,
theatre culture) for the betterment of its parts (Malaysian theatre companies).
Here's how: • First, inform all of the established theatre companies in Malaysia that the dedication to their efforts is real and funded.Tell them what the process will be; get their agreements to participate
Acquire Bums: New Theater-goers
ENJOY YO^H
FULL HOUSE I 've always believed that the principles of Direct Marketing, which includes Customer Relationship Management, can be profitably applied to any business. So let s take up that challenge with Show Business. Of the theater variety. Anyone out there attend theater productions here in Malaysia? Before you embark on any DM/CRM strategy, you must become intimately involved. You must know what its like to be a part of the business; a player.You must also know how the business makes money.
GENERAL BACKGROUND In Malaysia, the theater business makes money largely because they have sponsers. These generous folks offer up funds that help pay for what tends to be, on average, expensive production costs. It can cost RM 100,000 to mount a theatrical production. YouVe got to figure in the cost of the venue, materials to construct sets, the cost of the designers, the builders, the electricians, sound technicians, not to mention the actors. It is a pricey business. Of course, the theater business also makes money by selling seats. Average cost for a seat in an established theater production, about RM50.
THE PROBLEM English language theatre companies include Drama Lab, Five Arts,The Actors Studio, KL PAC and several others.All of these companies compete with each other and each has a fairly
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• Direct Response Advertising: Promote the joy of live theater, no matter what the production. Press, broadcast and other media channels that encourage website visits and calls to the hotline. Recorded Voice prompts would allow callers to get "what s happening" information from selected theatre companies • The website could also encourage the sale of tickets, online. Delivery: Payment by credit card, E-tickets or tickets "on call" at the theatre
Keep
the
Bums
specific agenda. You Coming: Continued Bookings (CRM) might suggest that Gardner and Wife, • Capture all data. Ensure for example, revels in the data reveals thatwho imported productions. bought what and when. Five Arts thrives on Target communications local innovations. The to segments of this Actors Studio mostly extremely important re-mounts established database bymail, e-mail plays, ranging from the (quarterly newsletters, eabsurd to mainstream. zines?) and SMS alerts for future sales The problem is, all of these disparate • Encourage yearly groups have never subscriptions. For found a common example, with one denominator. But fee, you are entitled there is one, and it to attend X number should be: "carry of performances and BY KURT CROCKER, CREATIVE DIRECTOR on our own unique save X number of RM DRAYTON BIRD, CROCKER & MAN0 SDN BHD (DBC&M) per performance. This vision, but let s profit would work for theatre from it, and lets profit companies that have set annual programmes together." The success, or failure, of all this, rests on money. It might also be said that those who run these companies think of themselves as"artistes" It would take a considerable financial commitment to agree to the technical infrastructure, and the who care not to be "sullied" by the earthly cost of marketing. And, of course, it would take trappings of marketing. But let s pretend there DM/CRM experts to do it right. are some who actually believe theatre is an art But if thegoal trulyis to promote Malaysia's and a business. theatre culture and the experience of live stage performances, the power DM/CRM can and THESOLUmON I hear that a major government budget has been should be engaged. For first-timers, culture vultures - and Show Business - it could offer assigned to promote the performing arts in benefits of theatrical proportions. Malaysia. For simplicity, think theatre.The idea: Promote the benefits of the whole (Malaysian Get back at me: crocker@streamyx.com
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
ART RE-DEFi N ED
Films Centre Wrtr â&#x20AC;¢
Mo,9 Jalan Peguam U] /25. Gienmarie Business Park, 40150 Shah Alam, Malaysia.
I ://
603 5569 41 88
F ;//
603 5569 3289
IEFS WORLD NEW WIND CALLED DRAFT BusinessWeek reports that Howard Draft blew into Manhattan three months ago. Following the merger of his direct-marketing shop, Draft Worldwide, with Foote Cone 8c Belding, one of the oldest names in the ad business, Draft christened the company with a new first name:his own.Then, on Oct.15, the agency now known as DraftFCB shocked the ad world by winningWal-Mart Stores Inc.s $563 million account, the biggest and most watched piece of ad business up for grabs this year.
COPYCAT?
Good Ideas Ttavel Weil?
The Fuji ad done by Asatsu-DK was seen in September 2003. The Canon ad done by Dentsu was seen last month. Isn't it nice to see how people can value a good idea, over and over again?
INTERPUBLIC DISBANDS IPG Interpublic Group is to disband itsIPG Media division where Initiative and Universal McCann will remain as separate networks. Initiative will be aligned with the Draft FCB Group and Universal with McCann Erickson. Howard Draft will sit on a newly created IPG media council alongside John Dooner, the McCann Erickson chief executive, Steve Gatfield,the Lowe Worldwide chief executive, Universal McCann's chiefexecutive NickBrien andInitiative chief executive Alec Gerster.
mrnm!F7IJD
The Digital Camera for the Perfectionist
GOOGLE GOBBLES TV Google's British ad revenues will top those of the nation's Channel 4 this year as Internet operations drain revenues from traditional media. And then the U.S. search engine is expected to overtake ITV1, Britain's biggest commercial TV channel ~ and the country's biggest single recipient of advertising revenue, several media buyers say.
WHAT KEEPS MARTIN AWAKE Thoughts of China and rapidly advancing communications technologies are what keep Martin Sorrell awake at night,the WPP Group chief executive told yesterdays Media Convergence Forum in Manhattan. "I am sure that there are four or five very bright Chinese engineers in some garage in Shanghai who are comingup the next Google." He underscored the point by noting that "there are 465,000 engineering graduates a year coming out of China as opposed to 65,000 here in the U.S." He also added, "We're no longer an advertising company. About four or five years ago, more than half our revenues - more than half of the $11 billion - started to come from outside [the] advertising [business]." Over the next five years, he said, he'd like two-thirds of WPP's business to be coming from outside the traditional advertising business.
I
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
YCMJ Aiwoy*
Consumer habits are vital to an effective media strategy. What makes him or her think this way and sometimes react in a completely opposite manner? The complexity of the brain and differing attitudes are the reasons why we need to get inside the head of the consumer first. We are PHD, a strategic media agency that's now offering Malaysian clients our world-renowned pioneering approach to communications planning. We are part of the Omnicom Media Group, one of the world's largest media communications groups - applauded in the UK, US and Canada for our unique strategic pioneering thinking, innovation and creativity. PHD are pioneers of the world's first fMRI experiment into the generic media formats of the brain. Our proprietary system, ETNA, enables us to get into the head of the consumer so we can understand how the different media affects him or her. This provides us with a media strategy that works! Give Gina Lim a call at (603) 7665 8838 or email gina.lim@phdnetwork.com and we will start with the space between your ears.
The most important media space is the one between the ears.
C
reative disruption simply means to bring ordered chaos to a set marketing environment. It means when the world is going one way, you go the other way. It seeks to grab the audience's attention by telling them something totally newand tangential.Albeit, it may be the same story but told differently. Creative disruption is a combination of bravery, gut feel, common sense and a deep understanding of the marketplace and the audience. It is about knowing the rules thoroughly before breaking them. Hence, 'creative disruption may change from market to market, as it relies on the deep knowledge and understanding of each market and its people. But the ethos of'doing things differently remains the same. Internationally, brands like Playstation, Adidas, Apple, Nike are known for creative disruption. Adidas' resurgence can be attributed to the brand looking into its history and making it an inspirational fashion statement (retro) to the youth. Apple simplified the personal computer and made it cool and nontech. Levi's introduced black denim when no one ever thought beyond blue. Nike perhaps broke more rules than any other brand. When the American Presidents were urging the nation that Americans should "Think Big", Bill Bernbach and company perhaps did the all-time greatest campaign in the history of advertising saying exactly the opposite -Think Small. That wasn't just crazy, bizarre or being different for the sake of being different. It was because the tiny, cute, affordable and fuel-efficient Volkswagen Beetle was just what was needed in those economically pressing times. In India, Kama Sutra condoms disrupted the market by totally changing the way it looked at the category. When everyone was screaming protection in a country where the population is embarrassingly large, KS
encouraged youngsters to go ahead and enjoy the pleasures of making love. The interesting thing is, "creative" itself means "disruption". Genuine, fresh creative always disrupts. It always says something totally new but meaningful. It makes people sit up and say: "Heck, I never thought it that way!" Great brands like great people always disrupt. And mind you, 'disruption in this sense is the 'intent' not always the 'tone'. For instance, Adidas and Playstation have different tones and
most agency networks are famous for ceaselessly re-inventing terms and tools that further confuse the art of communication,"creative disruption" is a simple articulation of something that's ageold and proven. As brands increase and the media environment becomes denser, 'creative disruption', if used as an art rather than a pig-headed science, assumes even more significance. Hence, creative disruption not only means to have a surprisingly new message but it also means that surprisingly new message has to be conveyed in a surprisingly new medium. When FHM magazine, a popular guy magazine in the United Kingdom, wanted to advertise their annual promotion of "vote for the 100 sexiest women in the world", they didn't do a cleaver TV commercial or print campaign. They projected an image of a nude Gail Porter, a well-known model, on the outside wall of the Houses of Parliament in London to "get those votes". So the next time you're working on a brief
adidas
voices but both are disruptive. Adidas being inspiring and Playstation being darkly playful. Mahatma Gandhi disrupted the British Raj. And disruption in this case wasn't violent as the word but as we all know, it was exactly the opposite. Although "creative disruption"is a new term, the essence has always been around for ages. But "creative disruption" shouldn't be dismissed as another piece of jargon. Although
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
where the key benefit is 'mobility', don't just think of cool ideas that work on immobile mediums like television or magazines. Think of doing something killer on 'mobile billboards' attached to hundreds of vans that drive around the country. Parag Tembulhar is Senior Vice President & Group Creative Director with Publicis USA and is prone to shaking like a leaf at the loud sounds a disruptive brand makes.
THE
AMAZING
RACE
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GUNN REPORT 06: MALAYSIA SHINES IN PRINT
LAND ROVER'S OWNER]i CLUB (Lowe & Partners KL) JOINT 4th BEST PRINTSiD IN THEWORLBK^
M
alaysia maintained its No. 16 World Ranking in the latest Gunn Report! But the real winner is our outstanding showing in Print, earning the 4th and 20th positions worldwide. Again Lowe Kuala Lumpur and McCann Erickson Malaysia came though brilliantly. The Gunn Report combines the winners' lists from the top 36 creative award shows in the world to determine an overall ranking Interestingly, in "the Most Promising Latecomers" section for Print, Saatchi & Saatchi Malaysia clinched top spot in theworld for their Amnesty International "Stamps" campaign.The Most Promising Latecomers" are commercials
or campaigns which debut towards the end of the award shows year, and so don't appear in the Top 50 table that year - but seem destined to become serial winners in the year ahead. We are expecting a lot from this campaign, as AdFest 2007 approaches!! United Kingdom agencies have also edged out US-based agencies, the traditional leaders, for the top spot, for the first time. Anglo-US dominance is also beginning to crumble. Since 1999, when the report was first published, the combined US-UK share of points has fallen from 39% to 28%. The report comments: "Without any flagging of the overall excellence in the top two markets, the rest of the world is catching up."
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
The most awarded individual agencywas DDB London, and the most awarded network BBDO Worldwide - both owned by Omnicom. This marks the 4th time in the 8-year history of this report that BBDO Worldwide has been ranked the "Most Awarded Agency Network in the World", twice as many as any other agency network. We now feature the major ranking tables for you to enjoy... The Gunn Report &Showreel ofThe Year 2006 is available via www.gunnreport.com priced at GBP 80 plus delivery. Continued
GUNN REPORT 06: MALAYSIA SHINES IN PRINT TABLE 1
TV & CINEMA THE MOST A WARDED COMMERCIALS IN THE WORLD IN 2006
Ad pts 1
GUINNESS
noitulovE
2
SONY BRAVIA LCD TV
Abbott Mead Vickers.BBDO Balls
3
CARLTON DRAUGHT BEER
4
BANGKOK INSURANCE
5= HONDA
Big Ad Tyre / Twister / Robbery
Impossible Dream
VIAGRA • Golf / Office / Coach* 7
SMOOTH E BABY FACE FOAM
8
CANAL +
9
VODAFONE
Love Story 1-4
* Le Marche de L'Empereur Stop The Clock campaign
10 HONDA CIVIC * Choir 11 VOLKSW AGEN GOLF G Tl 12 MICROSOF T X-BOX 360 13 COCA-COLA LIGHT 14 STELLA ARTOIS
Singin' In The Rain* Jump Rope
Applause Ice-Skating Priests
15 AMERICAN LEGACY FOUNDATION 16 HONDA DIESEL
Fair Enough campaign
- Grrr*
(London)
26 REXONA FOR MEN/SURE FOR MEN
Fallon (London)
25
27 VOLKSWAGEN GOLF GTI
George P atterson Y&R (Melbourne)
22
28 VODAFONE
Creative Juice\G1 (Bangkok)
21
29 PONLE CORAZON ANNUAL COLLECTION
Wieden+Kennedy
20
30 NORSK TIPPING L OTTO - Old People's Home
Try Advertising (Oslo) Grupo Gallegos (Long Beach,CA)
(London)
Taxi (Toronto)
20
31 ENERGIZER MAX BA TTERIES
Beard
JEH United Ltd (Bangkok)
19
32 ORANGE MOBILE NETWORK
* Blackout
BETC Euro RSCG (Paris)
16
33 MCDONALD'S
JWT (London)
15
34 THAI LIFE INSURANCE
Wieden+K ennedy (London)
14
35 JAPAN DAIRY COUNCIL
DDB London
14
36 PEUGEOT 1007
13
37 ADIDAS
Santo (Buenos Aires)
12
38 VISA • Savage/Logos
Lowe (London)
12
39 H&M STORES
Arnold (Boston), Crispin PB (Miami)
11
40 AMERIQUEST MORTGAGE
Karl Lagerfeld*
10
44 NIKE • Run Barefoot
Water Balloons
24 SMIRNOFF RED VODKA 25 RENAULT SAFETY
* Love
Crashtest
Child*
6
DDB Los Angeles
6
DDB Paris
Lullaby
6
Del Campo Nazca Saatchi &Saatchi
Dust
Crispin Porter + Bogusky Wieden+Kennedy
Leo Burnett (Lisbon)
9
45 MEXICAN RED CROSS
El Hotel/JWT (Buenos Aires)
9
46 AMNESTY INTERNATIONAL
Young & Rubicam (Buenos Aires)
9
47 AIDES AWARENESS
McCann-Erickson (San Francisco)
9
48 GOL LINHAS AIRLINES
JWT (London)
9
49 NIKE
Nordpol + (Hamburg)
9
7
Red Room (Stockholm)
* Doctor / Concert & campaign
Ogilvy & Mather (Buenos Aires)
23 MICROSOFT X-BOX 360
7
Young & Rubicam (Buenos Aires)
19 SPRITE
Father & Daughter
7
180 Amsterdam
43 GAP STORES
s
7
7
Euro RSCG (London)
10
MTV
8
7
Dentsu (Tokyo)
Easy Life
Leo Burnett (London)
22
8
Ogilvy & Mather (Bangkok)
Gimme TheBall
18 DFT / ROAD SAFETY • Cameraphone
Alzheimer
9
8
Mother (London)
Love Letter
McCann-Erickson (San F rancisco)
9
Leo Burnett del P eru (lima)
My Son
42 PAMPERS
Redial & campaign
9
Leo Burnett (Sydney)
41 L'EQUIPE SPORTS NEWSPAPER
21 KNORR SOUPS
Magic*
Inner Child
10
20 IAC/INST. FOR SUPPORT OF ABUSED CHILDREN
9
DDB Germany (Berlin) Bartle Bogle Hegarty (London)
10
Ganas / Huelen & campaign
Lowe (London)
Mayfly
Wieden+K ennedy (London) Transparente
- Stunt City*
Fly
Contrapunto (Madrid)
17 METRO DE MADRID
Muerte Muerte
(Bs As)
(Miami)
6
Saatchi & Saatchi (Mexico City)
* Candle
6
TBWA\Paris
Vibrators*
6
TBWANParis
Bird
6
AlmapBBDO (Sao Paulo)
Press Conference
6
Wieden+Kennedy (Portland, OR)
50 DIGITAL + • Cine Sin Interruption campaign
6
Contrapunto (Madrid)
6
1PRINT THE MOST A WARDED PRINT ADS AND CAMPAIGNS IN THE WORLD IN 2006 Ad pts 1
HARVEY NICHOLS
2
NIKE * Run Free Road campaign
3
GOLDEN WONDER GOLDEN SKINS CRISPS
Calendar campaign
4= LAND ROVER OWNERS CLUB SONY PLAYSTATION
* Directions
Head
6
WONDERBRA
7
11 NEWS 1 CHANNEL
8
GRANDE REPORTAGEM MAGAZINE
9
NTT-RESONANT INTERNET
Bar / Escalator / Restaurant
10 KODAK SD CARD 11 GREENPEACE
Housewife / Boy & campaign * Flags campaign
Fill The City With Questions
* Panty / Prisoner / Beauty Pagent Desert / Underwater / Ocean
12 HEINZ SPIDERMAN PASTA SHAPES 13 LEGO
campaign
Cupboard
Buildings campaign
14 MILLETS OUTDOOR STORES 15 ARIEL DETERGENT
* Long List & campaign
Route
Ad pts
DDB London
21
26 UNICEF ISLAMIC EDUCATION AWARENESS
JWT Shanghai
18
27 NATIONAL NEWSPAPERS OF IRELAND
JWT London
11
28 VOLKSWAGEN POLO
Lowe & Partners (Kuala Lumpur)
10
29 LEVI'S SLIM JEANS
TBWAXParis
10
30 THE ECONOMIST
9
31 BOSCH VACUUM CLEANER
Euro RSCG Flagship (Bangkok)
9
32 SONY PLAYSTATION 2
FCB Lisbon
8
33 MAPA SPONTEX
Baby / Bodies / Head / Panties
The Bill / Stallion / Bad Hair Day & campaign See-Through
F/Nazca Saatchi & Saatchi
35 PEDIGREE DOG TREATS
Forest / Lady
TBWA\Paris
Saatchi & Saatchi (Singapore)
8
36 IAPA ADOPTION AWARENESS
Leo Burnett (London)
8
37 EMI/STOP MUSIC PIRACY
Ogilvy & Mather (Santiago)
8
38 HARRY'S BREAD
8
39 WORLD WILDLIFE FUND
campaign
40 INTERTOOLS LONGLIFE TOOLS
17 ALTOIDS MINTS
Leo Burnett (Chicago)
7
42 ANGLICAN WELFARE COUNCIL
• Go Go Bar / Streetwalker & campaign Trees
20 SONY PLAYSTATION 2 21 VIRGIN DIGITAL
Maze
Do You See Music?
22 HASBRO RISK BOARD GAME 23 ROYAL ONTARIO MUSEUM 24 DOOM INSECT SPRAY 25 SONY PLAYSTATION 2
r
Queen / White House Feathered Dinosaurs Exhibit
* Fear / Horror / Terror Soldier (+ Boxer & campaign}
« Long Life campaign
BBDO Bangkok
7
43 ADIDAS OLYMPIC SPONSORSHIP
7
44 MINERY FOOT CARE
campaign
McCann-Erickson (Kuala Lumpur)
7
45 SALVATION ARMY WINTER APPEAL
7
46 ACTRON PEDIATRICO ANALGESIC
5
Ogilvy & Mather Bangkok
5
5
DDB Paris
5
Ogilvy & Mather Singapore
5
5
Creative Juice\G1 (Bangkok) Blanket Baby / Dress & campaign
Saatchi & Saatchi (Singapore)
7
47 MINI
DDB Toronto
7
48 JOBSINTOWN.DE
TBWA\Hunt\Lascaris (Johannesburg)
7
49 SURVIVAL INTERNATIONAL TRIBAL PEOPLES' RIGHTS
BBDO (Santiago)
6
50 PEUGEOT 1007
Stencil Insert * Cash Machine / Coffee Dispenser & campaign
* Sliding Doors
5
TBWANShanghai
Foot Care
Ground Zero (Los Angeles)
5
Ogilvy & Mather Frankfurt
Churchill / Chaplin / Newton
5
5
TBWAXParis
Handstand / One Hand / Backflip
JWT Makati City
(Sao Paulo)
TBWA\Paris
Crocodile / Elephant / Giraffe
41 NIKE SHOCK SHOES
5
Ogilvy & Mather Mumbai
• Little Girl (+ Sandwich & campaign)
7
6
TBWAXParis
34 SOS MATA ATLANTICA
6
6
TBWA\Paris
8
Bed / Book
(London)
Scholz & Friends (Hamburg)
8
(Bs As)
6
Abbott Mead Vickers.BBDO
Dentsu (Tokyo)
Del Campo Nazca Saatchi& Saatchi
6
6
JWT Mumbai
Ogilvy & Mather (Bangkok)
(London)
6
Chemistry (Dublin) DDB London
Cleaning Ladies campaign
7
19 GREENPEACE
Sizes campaign
Slim Figures campaign
Whybin\TBWA (Auckland)
18 MAGLITE TORCH
FCB Kobza (Vienna)
Stuck In Lift/Jordan & campaign
16 ADIDAS * Be The Ball campaign Hot Coals & campaign
* Book
Crosswords
Publicis Conseil (Paris)
Miles Calcraft Briginshaw Duffy
6 6
(Portland, OR)
* on TheShowreel of The Year 2005
TABLE 2
•
Ad pts
32
4
Lobedu Leo Burnett (Johannesburg)
4
Young & Rubicam (Buenos Aires)
4
Crispin Porter + Bogusky
4
Scholz & Friends (Berlin)
campaign Publicis Espana (Madrid) Euro RSCG (Amsterdam)
(Miami)
4 4 4
Continued ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
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GUNN REPORT 06: MALAYSIA SHINES IN PRINT
THE MOST AWARDED COUNTRIES IN THE WORLD IN 2006 Winner Pts TV
Winner Pts Print
TOTAL
THE MOST AWARDED ADVERTISERS IN THE WORLD IN 2006 Winner Pts TV
Winner Pts Print
TOTAL
1
Great Britain (2)
170
78
248
,
Volkswagen (1)
37
13
50
2
USA 0)
119
77
196
2
Sony (3)
22
22
44
3=
Argentina (6)
72
32
104
3
Nike(4
14
22
36
FranC6(3)
51
53
104
4
Honda (4=)
=)
27
-
27
5
Thailand (5)
50
36
86
5
adidas (2)
15
6
21
6
Brazil (7)
37
68
6
Harvey Nichols (-)
-
20
20
7
Germany (4)
33
30
63
7
Coca-Cola (8)
19
-
19 18
8
Australia (10)
49
12
61
8
Bangkok Insurance (-)
18
-
9=
Japan (9)
45
7
52
9=
Guinness (-)
16
-
16
4
12
16
9
6
15
14
1
15
Spa'n(12)
Mini (13 =)
11
Canada (8)
31
20
51
12
Mexico (14)
35
15
50
13
South Africa (15)
18
29
47
14
Singapore (11)
4
30
34
15
The Netherlands (13)
16
Malaysia (16)
17
New Zealand (17)
18
Chile (20 =)
19
China (23 =)
11=
MTV(-) Viagra (-)
13=
Carlton Lager (-)
14
-
14
Vodafone ( -)
14
-
14
28
5
33
6
7
13
2
28
30
McDonald's (-)
10
3
13
14
13
27
Microsoft (-)
13
-
13
4
22
26
Rexona / Sure (-)
10
3
13
4
19
23
Stella Artois {-)
9
4
13
15=
Amnesty International (-)
20
Italy (18)
18
2
20
20
Renault (13=)
12
-
12
21
India (-)
4
13
17
21=
Axe/Lynx (6)
8
3
11
22
Portugal (25 -)
23
Sweden (22)
24= Austria (-) Norway (23 =)
6
10
16
Smooth E Baby Face Foam (-)
11
4
15
Toyota (-)
4
10
14
14
-
14
25=
(numbersin brackets()= ranking 2005)
Winner pts
1
MJZ (London, Los Angeles,New York) (7
2
Phenomena (Bangkok) (1)
=)
44
-
11
8
3
11
Virgin (7)
7
4
11
Altoids (-)
3
7
10
American Legacy Foundation (13
THE MOST A WARDED PRODUCTION COMPANIES IN THE WORLD IN 2006
11
7
3
10
Ikea (-)
=)
5
5
10
Peugeot (13=)
6
4
10
(numbers in brackets ()= rankin9 2005>
54
3
Gorgeous (London) (13 =)
33
4
Stink (London) (11)
28
,
Thanonchai Sornsrivichai (Thailand) (1)
5
Landia (Buenos Aires) (18)
27
2
Andy Fogwill (Argentina, USA) (11
=)
27
6
Kleinman Productions (London) (-)
23
3
Daniel Kleinman (Great Britain) (4
»)
24
7
Academy (London) (-)
18
4=
8=
Biscuit Filmworks (Los Angeles) (3 Partizan (London, Los Angeles) (13
10
=)
THE MOST AWARDED DIRECTORS IN THE WORLD IN 2006
17
=)
@ radical.media (London, Paris, New York, Sydney, Berlin) (2) =)
Luciano Podcaminsky (Argentina) (8 |van Zacharias (Czech
42
=)
17
Republic & Great Britain) (10)
17
17
6
Frank Budgen (Great Britain) (17
16
7s5
Joachim
15
Winnerpts
=)
Back (Canada) (-)
16 15
11
Czar (Brussels, Amsterdam) (24
12
The Partners' Film Company (Toronto) (-)
14
9
Njco|ai Fugs,ig (Denmark
13
Plaza Films (Sydney) (-)
13
10
Glue Society (Australia, USA) (-)
13
14
Dentsu Tec (Tokyo, Kansai) (-)
12
u
Paul Middleditch (Australia) ( -)
12
11
12=
Antoine Bardou-Jacquet (Great Britain) (-)
10
11
Fredrjk Bond (Great Britain) (.}
,Q
15= Central Films (MexicoCity) (-} Hungry Man (New Y ork, London) (7 =) Outsider (London) (-}
15 & Great Britain) (-}
14
11
Craig Gillespie (USA) (17 =)
10
10
SpikeJonze(USA , Great Britain) <->
10
Pioneer Productions (Buenos Aires) (13=)
10
Car,os Manga Junior (BrazN) (_}
10
Rebolucion (Buenos Aires) (-)
10
Ne_o (Great Britajn) (.}
,0
Republika Films (Sao Paulo) (-)
10
18= Moxie Pictures (New York, London) (-)
22
Noam Murro (USA) (2 =)
RSA (London, Los Angeles, New York) (-)
9
23= Markenfilm (Berlin, Hamburg) (-} Revolver (Sydney) (-) 25= Catatonia Films (Mexico City) (-)
,a
chris Pa,mer (Great Britain) {.}
9
19=
Rodrigo
8
Garcia (Mexico) (-)
8
Garfield K empton (Great Britain) (-)
8
8
Steve Rogers (Australia)(-)
8
7
Peter Thwaites (Great Britain) (-)
8
Armando Bo (Argentina) (23
7
Egg Films (CapeT own) (-)
7
Epoch Films (London, New York, Beverly Hills) (-)
7
Bryan Buckley (USA) (11 =)
7
Nexus (London) (3 =)
7
Martin Granger (Canada & USA) (-)
7
Tesauro (Madrid) (-) Wanda Productions (La Plaine St-Denis) (19
7 =)
(numbers in brackets ()= ranking 2005)
0 ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
7
23=
=)
(numbers in brackets ()= ranking 2005) COntillUGd
patrick morgan .co.uk
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GUNN REPORT 06: MALAYSIA SHINES IN PRINT TABLE 7
THE MOST AWARDED AGENCIES IN THE WORLD IN 2006 Winner Pts TV
Winner Pts Print
1
DDB London (4)
17
26
43
BBDO (New York, Atlanta, San Francisco)
2
TBWAXParis (2)
10
27
37
DDB Germany (7 = )
30
JWT (SaoPaulo,Curitiba)
3=
Abbott Mead Vickers.BBDO Crispin Porter + Bogusky
(London) (19=)
21
(Miami) (5)
9
15
Dentsu (Tokyo & Osaka) (3)
15
26
(London) (7=)
TOTAL
30
4
30
Winner Pts TV
Winner Pts Print
6
6
12
7
5
12 12
(32)
(-)
TOTAL
6
6
Leo Burnett (London) (-)
8
4
12
McCann-Erickson (Buenos Aires) (-)
8
4
12
6
Wieden+Kennedy
26
Mother (London) (27 =)
9
3
12
7
JWT (London) ( - )
16
8
24
Ogilvy & Mather (Buenos Aires) (40 =)
9
3
12
8
AlmapBBDO (Sao Paulo) (1)
12
11
23
Saatchi & Saatchi (New York, Los Angeles) (-)
3
9
9
Creative Juice\G1 (Bangkok) (19=)
19
3
22
26
(Buenos Aires) (32 =)
35 = 180 Amsterdam (9)
11
12 11
10
Young & Rubicam
13
8
21
Arnold W orldwide (Boston) (40=)
7
4
11
11
Fallon (London) (-)
17
3
20
Contrapunto (Madrid) (-)
9
2
11
12
BETC Euro RSCG
16
2
18
Leo Burnett (Chicago) (40=)
4
7
11
13
Lowe (London) (11)
13
4
17
Ogilvy & Mather (Johannesburg, Cape Town) (-)
3
8
11
4
12
16
Saatchi & Saatchi (Sydney) (25 =)
7
9
16
Santo (Buenos Aires) ( - )
George P atterson/Y&R (Melbourne) (-)
15
1
16
Wieden+Kennedy (Portland, OR,New York)
Taxi (Toronto) (13 =)
14
2
16
10
5
15
(Paris) (15 =)
14= DDB (Paris) (23 =) DDB Canada (Vancouver & Toronto)
(23 =)
18= Del Campo Nazca Saatchi & Saatchi
(Bs.As) (6)
JEH United Ltd (Bangkok) ( - ) 20
15
Ogilvy & Mather (Bangkok) (32 =)
4
21 = JWT Shanghai (-)
10
1
McCann-Erickson (San Francisco) ( - )
12
13
Publicis Conseil (Paris) (-) Saatchi & Saatchi
15
8
(Singapore) ( - )
TBWA\Hunt\Lascaris (Johannesburg) ( - )
6
26 = BBDO (Bangkok) (22)
14
(32 =)
43 = DDB (Los Angeles, New Y ork) (48 =)
5
6
11
11
*
11
9
2
11
9
1
10
9
-
Leo Burnett (Lisbon) (-)
4
5
TBWA\Chiat\Day (New York, San Francisco)
(10)
10
45= Grupo Gallegos (Long Beach,CA) (-)
10 9 9
13
Publicis Mojo (Sydney, Melbourne) (-)
6
3
9
13
Ogilvy & Mather (Frankfurt) (-)
2
7
9
5
13
Ogilvy & Mather (Singapore) (17 =)
9
9
13
13
Scholz &F riends (Berlin, Hamburg) (40 = )
1
8
9
7
13
VegaOlmosPonce (Buenos Aires) (-)
8
1
9
12
12
„ . 4- '
:
(numbers in brackets ()= ranking 2005)
TABLE 8
AGENCY NETWORKS THE TOP 20 AGENCY NETWORKS IN THE WORLD IN 2006 Winner Pts TV
Winner Pts Print
TOTAL
Winner Pts TV
Winner Pts Print
1
BBDO Worldwide (2)
80
61
141
12 Wieden+Kennedy (10)
36
2
38
2
DDB Worldwide (3)
65
67
132
13 Euro RSCG (8)
27
10
37
3
TBWA Worldwide (1)
72
53
125
14 Dentsu (11)
26
4
30
4
JWT (9)
54
52
106
15 FCB (13)
9
18
27
5
Leo Burnett (5)
66
33
99
16 Grey (20)
19
6
25
6
Ogilvy & Mather (6)
30
63
93
17 Fallon (17)
20
3
23 22
7
Saatchi & Saatchi (4)
36
51
87
18 Arnold Worldwide (19)
14
8
8
Lowe (7)
38
28
66
19 Taxi (-)
15
2
17
9
McCann-Erickson (16)
43
21
64
20 Bartle Bogle Hegarty (14=)
7
5
12
10 Young & Rubicam (12)
40
20
60
All Other Agencies
11 Publicis (14=)
28
17
45
TOTAL (numbers in brackets ()=ranking 2005)
¥
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
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Crazy reflective, crazy jga-pixel camera with video capt ed music player,; and expandabl
MAKAN
MAKAN
KANCIL JUDGES
HARD AT WORK!
No assignment in Malaysia is complete without tucking into Malaysia's favourite cuisine. And that's exactly what the star-studded jury at the recent Kancil Awards judging did. Foreign judges like Suthisak Sucharittanonta of BBDO Thailand, John Merrifield of TBWA\, Bettina Olf of Springer 8c Jacoby Werbeagentur, Germany and Ravi Deshpande of Contract Advertising India, together with their Malaysian hosts hit the glutton trail with grand gusto. They sampled the best of Banana Leaf at Rajus inJalan Gasing before attacking the Old China Cafe for some local fusion beyond the norm... J ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
~
saieijy^e sii JO IUOJOQ JO sfieuiepeji pa jajstSaj ams;
paAjasaj siq6u nv "iuo<jnQ 900£'O)
CREATIVITY
IN
ACTION
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A An advertisement byJung von Matt/Alster for watchmaker IWC. Bus straps have been fashioned from images of IWC s Big Pilot s Watch to allow bus travellers near the airport to try before they buy at Berlin, Germany. 16 more advertisements after the jump. A An innovative idea on a large billboard in Amsterdam, Netherlands. It really makes you want that 'Heineken'.
1 his is a great advertisment campaign at Unicenter Shopping Mall in >Buenos Aires, Argentina for Valentine s Day. It magnifies the > romantic ambience with a simple idea.
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
fresh ideas
CREATIVITY
IN
ACTION
mm*
CAUTION WET FLOOR
mm mm mmmm
A An ambient exercise to promote Eatalica burgers. A 'Caution Wet Floor' board was placed near an Eatalica burger signboard.The copy on the board reads 'Oogling at the burger may involuntarily cause drooling which may in turn lead to a wet floor. Issued for your safety by the management of Eatalica restaurant'. Eatalica is an AmericanItalian Food Joint in Chennai, India.
A A sticker has been placed on the high voltage box depicting that Duracell s batteries were used. Cool advertisement found in Malaysia. â&#x20AC;˘ A life size sticker for the horror movie 'The Maid' in Singapore placed near the toilet round the corner. The kind of advertisement that makes you pee in your pants.
*****
A A giant mirror was built that allowed passersby to stop and look at themselves wearing Indivi clothes at a shopping mall in TokyoJapan ^ Life size images were stuck on glass doors at shops, airports in South Africa for the advertisement of glass and window cleaner I.C.U.The expression on the face is priceless.
'1%'i
,
A An advertisement for a job recruiting company in Berlin, Germany Depicting people working in the vending machines, ATMs, it delivers the message that 'Life is too short for the wrong job'. ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
Typical Malaysian Problem Government-types refusing to allow commercials on-air because they're unexplainably insensitive to Malaysian culture.
Creative Malaysian Solution Sign MoU with DVD pirates to burn commercials into illegal DVDs (which everybody prefers to TV anyway). Then watch your sales skyrocket!
Call Shahrein at 03-2697 4099 to find out how we can provide Malaysian advertising solutions for a Malaysian market.
CREATIVITY
IN
ACTION
A This is an advertisement found in Vancouver during the National Non-Smoking Week. The car was placed at the Vancouver Art Gallery and the message reads 'Death from car accidents: 370, Death from smoking-related causes: 6,027, Quit now before it kills you.
f
A Stickers were placed in selected car park locations and car workshops where the product is sold in Malaysia. It delivers the message that M-Tech Plasma HID Lights are 300% brighter than regular headlights. The burn effect sticker from the headlights really leaves an impression.
A This controversial idea was done in Dubai by Sandeep Fernandes and Husen Baba Khan for the male deodorant, Axe. The mouse pad that every guy needs ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
A II
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â&#x20AC;˘ Another creative idea by The Fitness Company. HeavyWeights were placed at various subways in New York City which creates an illusion that the person holding the safety bar is doing weights.
A This is a creative ad by Mini Cooper placed at the Zurich, Switzerland train station. It gives the perception that the Mini Cooper has a large space.
INDUSTRY OUTLOOK 2007 SURIDAH JALALUDDIN, CEO -BIGTREE OUTDOOR We were quite surprised at how tough 2006 was! But despite that, Big Tree continued to achieve double digit growth. However for 2007 we intend to be more cautious as we suspect that it could possibly be another conservative year with no big events happening around the world or Malaysia. Our big battle is not only the fight for outdoor AdEx but a share of the total AdEx so we really compete with all media. The price war for eyeballs is veiy apparent so BigTree will always have to make outdoor solutions highly creative and cost effective. 2007 will be challenging and we believe a real test to companies and we intend to focus on keeping OpEx and CapEx well under control and to increase sales with very focused sales strategies for advertisers.
FLORENCE LOH, CEO - DDB INTERNATIONAL "Next year is going to be tough." If I had a Ringgit for every time someone bemoaned the fact, I'd be laughing all the way to the bank. True enough, this year, all the media specialists and industry experts I spoke to said, surprise, surprise, "2007 is going to be really tough." Next years challenges will be for advertising agencies to provide more creative solutions that are quicker, and more results oriented. If it sounds familiar, it's because we've all heard it before from our clients. Now perhaps it's time for us to listen. I believe that an agency's fortune is tied in with that of their clients'. So for me, the solution to the supposedly dire state of the industry is clear. Grow your clients' business, and your own agency will reap the fruit. 2007 must be about innovating. To paraphrase the late, great Bill Bernbach, creativity is not an obscure,esoteric art form, it's the most practical thing a businessman can employ. So we can whine to all and sundry or we can roll with the punches. I intend to look the New Year boldly in the face.Take your best shot, 2007. EDITOR'S NOTE:Is Visit MalaysiaYear a nonplayer next year in boosting domestic advertising expenditure? We welcome your views on 2007 Industry Outlook, email your thoughts to ham@ pop.jaring.my
I
AME
WINNERS
McCANN ERICKS0N KL
SCORES BIG ON EFFECTIVENESS! At the recent 2006.5 Advertising 8c Marketing Effectiveness Awards (AME), McCann KL came out top in Southeast Asia on the AME Global Winners list! They clinched an AME Silver World Medal for their client Nespray in the Low Budget categoryfor campaign"Dodoi". In fact, they are the only agency to win an AME Medal this year from our part of the world. Another feather in Malaysia's cap, says ADOI! Surprise entrant Batey Ads KL who decided to take a shot also won. They received a Finalist Certificate for their client Road Safety Department Malaysia and campaign titled 'You Can Make A Difference" in the Integrated Marketing category. Unfortunately, the agency is evaporating come next month. The only other Southeast Asia agency on the AME Global Winners list this year is DDB Singapore which won a Finalist Certificate.
CASBAA Announces Winners of TV Advertising Awards The Cable and Satellite Broadcasting Association of Asia (CASBAA) today announced the winners of the CASBAA TV Advertising Awards 2006. Now in their third year, the awards recognise and promote creative excellence in multi-channel TV in Asia Pacific. CASBAA received more than 160 entries for the eight categories, representing a 30 per cent jump from last year."We are pleased to see this high degree of participation from industry players. CASBAA is delightedwith the quality of the entries, which demonstrate passion, creativity, intelligence and innovation," said Marcel Fenez, Chairman of CASBAA. "TV remains one of the most effective media for advertising. The Asia Pacific TV advertising market continues to grow at a steady pace, signalling the importance of this medium as a powerful communications tool. This also shows the huge growth opportunities for the
pay-TV industry in terms of ad dollars." Coca Cola scooped both the "Most Creative Use of TV" and the John Doherty "Campaign of the Year" trophies this year for its "Coke: A Light Affair" campaign. The winners were selected by a panel of judges headed by James Cheung, Creative Director at TBWA, and comprising nine professionals in their respective fields. The judges were: Sandy Chan, Executive Creative Director, Leo Burnett; Charley Kan, National Creative Director 8c MD Beijing, Mediaedge: cia; Bill McQueen, Creative Director, National Geographic; Andrew Rutherford, Founding Partner, Yang Rutherford; Annie Wong, Executive Creative Director, Ogilvy & Mather Asia Pacific; Charles Wong, MD 8c Chief Creative Officer, Contract Advertising; Bill Browning, EVP 8c Network Creative Services, Star TV; and SpencerWong, Executive Creative Director 8cEVP, McCann Erickson.
List of Winners • Best Under-18s TVC Helicopter Beijing Li-Ning Sports Goods • Best Business / Corporate TVC IPSTAR (Pizza) Shin Satellite • Best Travel and Tourism TVC Network & Frequency Campaign"Bom to Move" Cathay Pacific Airways • Best Sports and LeisureTVC 2006 Torino Olympic Campaign Panasonic
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
Best TVC Greater China Heineken "Are You In?" Heineken Trade (Shanghai) Most Creative Use of TV Coke Light "A Light Affair" F&N Coca-Cola Best Use of Sponsorship Heineken "Are You In?" Heineken Trade (Shanghai) John Doherty trophy for"Campaign of the Year" Coke Light "A Light Affair" F&N Coca-Cola
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TELEVISION
AWARDS
TELEVISION AWARDS
Hl1TH ASIAN
TELEVISION AWARDS HONOUR BEST IN ASIA
A
sia's premier event the11th Asian Television Awards 2006 (ATA) will honour the best in broadcast programming and production in Asia at an award ceremony and gala dinner on 30 November 2006 in Singapore. Of the 1,331 entries submitted by 113 companies this year, 1,143 entries were for the programming and performance categories and 188 for the technical and creative categories. Submissions were received from Singapore (311 entries), India (254), Indonesia (198), Malaysia (120), the Philippines (98), Hong Kong (82), Korea (68), Taiwan (57), China (53), Thailand (42) and Japan (35). The remaining entries were from Vietnam, Bangladesh, Pakistan and Sri Lanka. Title/Performer
Numerous interesting entries were received for ATA including: • New Delhi Television, India - Entry for the Best Single News Story/Report category.The program 'Child Bride Series' campaigned for the rights of child brides. The series was built around a true story of child bride Sushila who walked out of her marriage and won a battle to rewrite her own destiny. • Discovery Networks Asia - Entry for Best Docu-drama category. Programme titled 'Emperor of the Seas: The Voyage of Zheng He' is a compelling tale of the Chinese admiral's voyages against the backdrop of the Ming Dynasty. • Mediacorp TV, Singapore - Entry for Best Drama Series. Programme titled Beyond the Axis of Truth (II) is a series of short stories with supernatural themes.
Company/Station Name/Channel
Country
A) PROGRAMMING CATEGORY
1 2 3 4 5 6 7 8 9 10
Best Documentary Programme (30mins or less) China 21 - Good Morning Beijing Site & Sound - Episode #1 On The Road # 16 Election in Kindergarten Who Knows Big Write Arts Living Positive Men With the Mountain on Their Shoulders Joki Kecil (Little Jockey) My Treasures
Discovery Networks Asia, Beach House Pictures, Discovery Channel MediaCorp TV 12, Arts Central Television Broadcasts Ltd, Jade Channel Dalian TV Dalian TV Dalian TV Global Broadcast News, CNN-IBN Phoenix Satellite Television, Phoenix Chinese Channel PT Media Televisi Indonesia, Metro TV, Channel 57 UHF (Jakarta) Shanghai Media Group, Documentary Channel
Singapore Singapore Hong Kong China China China India Hong Kong Indonesia China
1 2 3 4 5 6
Best Documentary Programme (31mins or more) Asian Cinema Odyssey - Iran Dying Alone In The North Vision of Darkness You are My Destiny SILK AIR 185-Pilot Suicide
CJ Media, EBS, Channel 13 NHK, General TV Channel Shanghai Media Group, Documentary Channel Public Television Service, PTS Channel Munhwa Broadcasting Corporation, MBS National Geographic Channel Asia, National Geographic Channel
Korea Japan China Taiwan Korea Singapore
Best Natural History or Wildlife Programme 1 Korea Last Survivor - Mystery Uncovered "Copper-winged Bat" 2 Return to the Forest
Korea Broadcasting System (KBS) Sichuan Television China
Korea China
Best News Programme 1 Asia Squawk Box 2 CNN Today 3 India at 9 4 TV Patrol World 5 Violence in Vadodara (Barkha Dutt in Vadodara) 6 Prime Time News Tsunami Anniversary Special
CNBC Asia Pacific CNN International Global Broadcast News, CNN-IBN ABS-CBN Channel 2 New Delhi Television, NDTV 24x7 Channel News Asia, MediaCorp News
Singapore Hong Kong India Philippines India Singapore
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
fB&i
Audit Bureau of Circulatic - July 20(
TELEVISION Title/Performer Best Single News Story/Report (10mins or less) 1 North Korea Kidnap Moms 2 Hunger Deaths 3 Danger in Improper Landfill Development 4 Divided But United In Grief (Communalism in Vadodara) 5 Pakistan Quake Survivors 6 Child Bride Series - Sushila
AWARDS
Company/Station Name/Channel
Country
CNN International New Delhi Television, NDTV 24x7 Sistem Televisyen Malaysia, TV3 New Delhi Television, NDTV 24x7 CNN International New Delhi Television, NDTV 24x7
Hong Kong India Malaysia India Hong Kong India
1 2 3 4 5
Best News/Current Affairs Special Rising From The Ruins Flu Pandemic 1,2,3 Indonesia: On The Ring of Fire Anti-WTO WTO Protests in Hong Kong
CNN International Channel News Asia, MediaCorp News Channel News Asia, MediaCorp News Asia Television, Local Channel l-Cable News, News Channel
Hong Kong Singapore Singapore Hong Kong Hong Kong
1 2 3 4 5 6
Best Current Affairs Programme India Matters - 'Jobs: Intent and Action? Insight: Hiroshima 60 Years On Juvenile Injustice News Magazine: The Story of an Orange Uncovering the Scientific Fraud of the Century XXX;eX!osibong eXklusibong eXpose (Explosive Exclusive Expose)
New Delhi Television, NDTV 24x7 CNN International ABS-CBN Channel 2 Television Broadcasts Limited, Jade Channel Munhwa Broadcasting Corp ABS-CBN Channel 2
India Hong Kong Philippines Hong Kong Korea Philippines
1 2 3 4 5 6
Best Social Awareness Programme Life in the Balance Get Rea! Child Sex Tourism - Sold for Sex Moving Mountains - Haircut/Wang Jiayu Episode #21 Unanswered Questions - Single Young Fathers ill Wind: Asia's Pollution Crisis A Dose of Poison
NHK General TV MediaCorp News, Channel News Asia Key Frame Cultural Development, Jiangsu Hongzhe TV, HZTV 2 SBS, Channel 6 CNN International Yomiuri Telecasting Corporation, Nippon Television Network Corporation, Channel 4
Japan Singapore China Korea Hong Kong Japan
1 2 3 4 5 6 7
Best Comedy Programme Bubble Gang Misadventure of Maverick & Ariel NEO - Office Chuckles Police and Thief Series 3 (The Apprentice) The Ghost Doctor Trio & Bed Wars of In-Law #1
GMA Network Inc. Ideal Minds Corporation, ABC Network NHK (Japan Broadcasting Corp) MediaCorp TV, Channel 5 Scenario Co Ltd, Modern Nine TV, Channel 9 Double Vision Sdn. Bhd, ASTRO TV Television Broadcasts Limited, Jade Channel
Philippines Philippines Japan Singapore Thailand Malaysia Hong Kong
Company/Station Name/Channel
Country
Walt Disney Television, Television Broadcasts Limited, Jade Channel GMA Network Inc Korean Broadcasting System, KBS TV 2 MTV Networks Asia, MTV Asia Mainichi Broadcasting System, Channel 4
Hong Kong Philippines Korea Singapore Japan
Title/Performer Best Entertainment (One-off/Annual) Special 1 Hong Kong Disneyland Grand Opening Special 2 Starstruck The Final Judgment 3 The Seven Creators of Rain 4 MTV Asia Awards 2006 5 Ninnaji Sound Stage
1 2 3 4 5 6
Best Entertainment Programme The Unbelievable Mondo Magic Singapore #2B Boogie Woogie - Episode #1 Extreme Japan - Episode 4 The Man's World Show #1 Wakenabeb Episode #10
l-cable Entertainment, Entertainment Channel SPE Networks Asia, AXN Asia Set India, Sony Entertainment Television MediaCorp TV, Channel 5 SPE Networks Asia, AXN Asia NatSeven TV, NTV7
Hong Kong Singapore India Singapore Singapore Malaysia
1 2 3 4 5 6
Best Drama Series A Love To Kill Beyond the Axis of Truth II Heart of Chocolate Life Story - Lim Ah Lee Lotus Lantern Rahasia Hati' - Secret of the Heart
Korean Broadcasting System, KBS TV 2 MediaCorp TV, Channel 8 Scenario Co Ltd, Royal Thai Army Television Channel 5 MediaCorp TV, Channel 5 China Central Television, CCTV 8 Tripar Multivision Plus, SCTV
Korea Singapore Thailand Singapore China Indonesia
Munhwa Broadcasting Corporation (MBC) Tokyo Broadcasting System MediaCorp TV, Channel 5 Discovery Networks Asia, Discovery Channel Set India, Sony Entertainment Television Fuji Television Network
Korea Japan Singapore Singapore India Japan
Mystic Entertainment, Metropolitan TV, 8TV SBS, Channel 6 Workpoint Entertainment, Thai TV Color Channel 3 MediaCorp TV12, Arts Central Set India, Sony Entertainment Television Yomiuri Telecasting Corporation, Nippon Television Network Corporation Channel 4
Malaysia Korea Thailand Singapore India Japan
Best Docu-drama 1 Yong-Hwan's Lonesome Battle 2 Voice Recorder 3 True Files 4 - Headless Corpse 4 Emperor of The Seas - The Voyage of Zheng He 5 Crime Patrol Episode #132 6 August 12, JAL Flight 123 Crash (Dedicated to My Son in Heaven)
1 2 3 4 5 6
Best Reality Programme Vector Challenge Episode 3 Real Situations Saturday - our Child's Behaviour One Night Genius Kampong Life India Idol #2 - Episode #20A A Dose of Poison
g ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
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Tel: 03-26916336
TELEVISION
1 2 3 4 5 6
Title/Performer Best Game or Quiz Programme Fanpantae Singapore Brainiest Kids 3 (Episode 1) NEP League DEAL YA NO DEAL Episode #57 Black Box Action Asia Challenge Hong Kong 2005
Best Music Programme 1 Ninnaji Sound Stage 2 MTV Urban Beats - Thirst Global Final 3 MTV Asia Awards 2006 4 Leo & Miriam Special 2005 5 Indian Idol 2 - Episode 30 (Pt1&2 Grand Finale)
AWARDS
Company/Station Name/Channel
Country
Workpoint Entertainment, Royal Thai Army Radio Television Channel 6 MediaCorp TV, Channel 5 Fuji Television Network Set India, Sony Entertainment Television Workpoint Entertainment, Bangkok Entertainment Co Ltd Channel 3 Ocean Vista Films, ESPN Star Sports / A1
Thailand Singapore Japan India Thailand Hong Kong
Mainichi Broadcasting System, Channel 4 MTV Asia MTV Networks Asia, MTV Asia Television Broadcasts Limited, Jade Channel Set India, Sony Entertainment Television
Japan Singapore Singapore Hong Kong India
1 2 3 4 5 6
Best Talk Show A Date with Lu Yu Phoenix Satellite Television, Phoenix Chinese Channel Big Fight New Delhi Television, NDTV Lux 7 Bincang Bintang PT Rajawali Citra Televisi Indonesia, RCT1 Republic Benar - Benar Mabok (BBM) PR Indosiar Visual Mandiri Affinity or Ability: Key to the Transformation of Chinese Private Owned Ente China Business Network, Shanghai Media Group, CBN TV A Talk Show with Super Bowl Hero Hines David Munhwa Broadcasting Corporation (MBC)
Hong Kong India Indonesia Indonesia China Korea
1 2 3 4
Best Live Event Coverage MTV Asia Awards 2006 MTV IMMIES 2005 Ninnaji Sound stage The Return Flight of Shenzhou VI
MTV Networks Asia, MTV Asia MTV Networks India, MTV India Mainichi Broadcasting System, Channel 4 Eastern Broadcasting, ETTV, ET-News
Singapore India Japan Taiwan R.O.C.
1 2 3 4 5
Best Children's Programme Fruity Pie #1022 - Lin Lin The Fire Breathing Dragon Give, Do Not Take! Fight for Mom M.A.D Episode #23 - Dinosaurs Todsagun Kid Game
Public Television Service, PTS Channel Blue River Pictures, MediaCorp TV12, Vasantham Central Workpoint Entertainment, Royal Thai Army Television Channel 5 Turner Entertainment Networks Asia, Pogo Workpoint Entertainment, Modern Nine, Channel 9
Taiwan Singapore Thailand Hong Kong Thailand
1 2 3 4 5 6
Best Infotainment Programme Where the Queue Starts Spectacular Spas of The World Portraits Taiwan - Lin Hwai Min Good Ideas (Renovation House calls) Beauty Past Perfect Man Piak Dee Na (Wow! Weird World)
MediaCorp TV, Channel 8 New Delhi Television, NDTV Profit Discovery Networks Asia, Mimco Films, Discovery Channel Eastern Broadcasting, ETTV, ET-Variety Ochre Pictures, MediaCorp News, Channel News Asia Grammy Television, Modern Nine, Channel 9
Singapore India Singapore Taiwan Singapore Thailand
Company/Station Name/Channel
Country
Disney Channel (SEA) Disney Channel (SEA) NHK, General TV Iconix Entertainment, EBS BBC World Service Trust, DD1
Singapore Singapore Japan Korea India
Star TV GMA Network Inc SBS Korean Broadcasting System, KBS 2 Channel 7 NHK General TV PT Indosiar Visual Mandiri Tokyo Broadcasting Station, TBS Channel 6 APT Entertainment, GMA Network, Channel 7 Tokyo Broadcasting Station, TBS Channel 6 Korean Broadcasting System, KBS 1 Channel 9 Public TV Service Foundation, PTS Channel 13
Taiwan Philippines Korea Korea Japan Indonesia Japan Philippines Japan Korea Taiwan
Bloomberg LP CNN International CNN International CNN International MediaCorp TV, Channel 5
Japan Hong Kong Hong Kong Hong Kong Singapore
Global Broadcast News, CNN-IBN CNBC Asia Pacific CNN International Channel News Asia, MediaCorp News New Delhi Television, NDTV 24x7
India Singapore Hong Kong Singapore India
Title/Performer Best Animation 1 Legends of The Ring of Fire" The Herdsman and The Weaver" 2 Legends of the Ring of Fire "Why Dogs chase Cats" 3 The Tale of the Grasshopper 4 Pororo The little Penguin (2nd Season) 5 Chunnilal
1 2 3 4 5 6 7 8 9 10 11
Best Single Drama/Telemovie Amazing Stories A Mother's Calvary: The Patricia Dongallo Story Bride from Hanoi Go! Go! Wedding Night Climber's High Dilema Diandra Hiroshima - August 6th 1945 Milagroso Satomi Hakkenden Saya Saya The Breadwinners & Sugar Palm B) PERFORMING CATEGORY
Best News Presenter or Anchor 1 Bernard Lo for Bloomberg Live 2 Hugh Riminton for CNN Today 3 Anjali Rao for World News Asia 4 Kristie Lu Stout for CNN Today 5 Suzanne Ho for News 5 Tonight
1 2 3 4 5
Best Current Affairs Presenter Rajeep Sardesai for Face The Nation Christine Tan for Managing Asia Stan Grant for Pakistan Earthquake: Rising From The Ruins Lisa Ang for One-On-One: Stars Edition - Shekhar Kapur Barkha Dutt for We The People - Uri Earthquake Special
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
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A TEAM OF SOLDIERS ARE SENT ON SECRET MISSIONS TO PROTECT OTHERS, WHILE THEIR WIVES STRIVE TO PROTECT THEIR SECRETS.
CATCH IT EVERY MONDAY, 8.30PM
TELEVISION
Title/Performer Best Entertainment Presenter 1 HUKUA for Lucky Star 2 Colby Miller for POP Inc 3 Sharon Cuneta for Sharon 4 Lee Mao-San for Shout Out, It's Saturday Night 5 Phanya Nirunkul forTodsagun Kid Game 6 Mandira Bedi for Deal YA No Deal
1 2 3 4 5
Best Drama Performance by an Actor Cheng Ka Wing Kevin for Under The Canopy of LOVE #3 DIDI Riyadi for Celana Bulu Jin - Blue Jeans Ghost Kwok Chun On for Life Made Simple #2 Adrian Pang for Portrait of Home II Mathialagan M for Accidental Accident - Padigai (6 Stages of life)
Best Drama Performance by an Actress 1 Yvonne Lim for Portrait of Home Part II 2 Bunga Zainal for Rahasia Hati - Secret of the Heart 3 Chia-Ying Lee for Meeting Miko 4 Georgina for Pinokio & Peri Biru - Pinokio & The Blue Fairy / 5 Samantha Ko for Meeting Miko 6 Phiyada Akkrasaranee for Hua Jai Chocolate (Heart Of Chocolate)
1 2 3 4 5
Best Comedy Performance by an Actor DENG Mao Hui for ABC DJ #5 "Rock Round the Clock" Keempee De Leon for Bahav Mo Ba To? (Is This Your House?) Teuku Zacky for Udin Pe'ak - Lucky Naive Udin Adi Firansyah for Aku Cemburu - I'm Jealous Michael V for Bubble Gang
Best Comedy Performance by an Actress 1 Farida Jala! for Shararat 2 Margaret Lim for ABC DJ #6 - Dancing Queen 3 Hong Hui Fang for Lady of Leisure 4 Patricia Mok for My Sassy Neighbour Episode 10 5 Janet Khoo for Mat Dom Teksi
Title/Performer
AWARDS
Company/Station Name/Channel
Country
Star Group, STAR Chinese Channel MTV Networks Asia, MTV Southeast Asia ABS-CBN Channel 2 Mystic Entertainment, NATSeven TV, NTV 7 Workpoint Entertainment, Modern Nine, Channel 9 Set India, Sony Entertainment Television
Taiwan Singapore Philippines Malaysia Thailand India
Television Broadcasts Ltd, Jade Channel Tripar Multivision Plus PT Television Broadcast Ltd, Jade Channel MediaCorp TV, Channel 8 Blue River Pictures, MediaCorp TV 12, Vasantham Channel
Hong Kong Indonesia Hong Kong Singapore Singapore
MediaCorp TV, Channel 8 Tripar Multivision Plus PT, SCTV Public Television Service, PTS Channel Tripar Multivision Plus PT Public Television Service, PTS Channel Scenario Co Ltd, Royal Thai Army Television Channel 5
Singapore Indonesia Taiwan Indonesia Taiwan Thailand
MediaCorp TV, Channel 5 GMA Network Inc Tripar Multivision Plus PT Tripar Multivision Plus PT GMA Network Inc
Singapore Philippines Indonesia Indonesia Philippines
UTV, Star Plus MediaCorp TV, Channel 5 MediaCorp TV, Channel 8 MediaCorp TV, Channel 5 Double Vision, Radio Television Malaysia, RTM 1
India Singapore Singapore Singapore
Company/Station Name/Channel
Country
C) TECHNICAL & CREATIVE CATEGORY
1 2 3 4 5 6
Best Cinematography Emperor of the Seas: The Voyage of Zheng He Treasure Fleet: The Adventures of Zheng He History of Singapore City Lights #1 Bare Beauty Episode #11 Megaship
Discovery Networks Asia/ Bang Sinqapore, Discovery Channel National Geographic Channel Asia, National Geographic Channel Discovery Networks Asia/ Lion Television, Discovery Channel Channel News Asia, MediaCorp News MediaCorp TV 12, Arts Central National Geographic Channel Asia, National Geographic Channel
Singapore Singapore Singapore Singapore Singapore Singapore
1 2 3 4 5 6 7 8
Best Direction Asian Cinema Odyssey - China 1 Rahasia Hati - Secret of the Heart China 21: Good Morning Beijing Life Story - Tan Wei Lian Asian Cinema Odyssey - Central Asia Give, Do Not Takel Incredible Tales Series 3 (Devil's Apprentice) Emperor of the Seas: The Voyage of Zheng He
CJ Media, Educational Broadcasting System, Channel 13 Tripar Multivision Plus PT, SCTV Discovery Networks Asia / Beach House Pictures, Discovery Channel MediaCorp Studios, MediaCorp TV, Channel 5 CJ Media, Educational Broadcasting System, Channel 13 Blue River Pictures, MediaCorp TV12, Vasantham Central MediaCorp Studios, MediaCorp TV, Channel 5 Discovery Networks Asia/ Bang Singapore, Discovery Channel
Korea Indonesia Singapore Singapore Korea Singapore Singapore Singapore
1 2 3 4 5 6 7
Best Editing China's Man Made Marvels: China Make-over Fear Factor Malaysia Episode 7 Megaship China's Man Made Marvels: Great Wall of China Spirit Of KL ViP Weekends Episode 4: UK-The Earl & Countess Carnarvon Reel Review
Discovery Networks Asia/Natural History New Zealand, Discovery Channel Endemol International & Juita Viden, Natseven TV, NTV 7 National Geographic Channel Asia, National Geoqraphic Channel Discovery Networks Asia/Natural History New Zealand, Discovery Channel SkyWalker TV Facility House, Metropolitan TV, 8TV Discovery Networks Asia/Firewire Films Re Ltd, Discovery Channel 81V
Singapore Malaysia Singapore Singapore Malaysia Singapore Malaysia
1 2 3 4
Best Original Music Score Emperor of the Seas: The Voyage of Zheng He Legends of The Ring of Fire" The Herdsman and The Weaver" Legends of The Ring of Fire" Why Elephants Have Long Trunks" Treasure Fleet: The Adventures of Zheng He
Discovery Networks Asia/ Bang Singapore, Discovery Channel Disney Channel (SEA), Disney Channel Disney Channel (SEA), Disney Channel National Geographic Channel Asia, National Geoqraphic Channel
Singapore Singapore Singapore Singapore
Q ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
MINUTE! OF NON-STOP
SCRYING
TELEVISION
AWARDS
Media Prima Berhad Clinches Seven Nominations At The Prestigious Asian Television Awards 2006
M
edia Prima Berhad, Malaysia's leading networked media conglomerate has recently secured seven nominations in five categories at the prestigious and only regional TV awards, The Asian Television Awards (ATA) 2006. Media Prima Berhad finalists are seven out of the 1400 nominations sent to ATA from all over the Asian region, competing against broadcast giants such as CNN International, MediaCorp TV, Sony EntertainmentTelevision and MTV Networks Asia. Finalists from Media Prima Berhad Television Networks and the categories in which they are nominated include:
• Best Single News Story / Report Danger in Improper Landfill Development. ReporteriPuspavathy Ramaloo forTV3 • Best Entertainment Programme Wakenabeb Ep. 10 for ntv7 • Best Reality Programme Vector Challenge Ep. 3 for 8tv • Best Entertainment Presenter Lee Mao San for Shout Out, Its Saturday Night for ntv7 • Best Editing Reel Review for 8tv, Fear Factor Malaysia Ep. 7 for ntv7 and Endemol Intl <5tJuita Viden, Spirit of KL for 8tv and Skywalker TV Facility House The Group Managing Director/ Chief Executive Officer of Media Prima Berhad, Abdul Rahman Ahmad said, "I am extremely delighted that seven of our programmes have been nominated as finalists at the Asian Television Awards 2006. I'm even prouder of the
fact that our nominations make up the largest number of finalists from Malaysia. This is indeed an honour and recognition of the increased quality of our content." First launched in 1996, the premier awards ceremony on 30 November in Singapore is part of the Asia Media Festival held annually to recognize the achievements of broadcast industry players. Asia has great wealth of potential for broadcasting as it registers one of the highest growth rates in the world for media
bhamser Sidhu - Fear Factor Host
I'M FEARLESS; spending. Matched with more and better Asian, and more importantly Malaysian content will continue to drive broadcast advertising share in an upward trend. "Malaysian movies have long received international recognition, whilst broadcasters have only begun making tremendous strides and getting recognized in the more recent years. We hold this nomination as part of keeping our promise to our loyal viewers that they can only expect the best from us," Rahman added.
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
Lee Mao Shan Host of Shout Out
factor
For more information, please contact Group Corporate Communications at 03-77266333 at 3311 or 5601, Eliza Mohamed or Jida Mohamed.
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THE GONG HAS BEEN SOUNDED
Saatchi & Saatchi, Black Design and Jonathan Yuen won the Coveted Gongs for Advertising, Design and Interactive at the 26th Singapore Creative Circle Awards Organised Sy
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ore than 900 people from agencies, advertisers and media turned up in full force at the Ritz Carlton Millenia tonight, as the Association of Accredited Advertising Agents Singapore (4As) announced the winners of the 26th Singapore Creative Circle Awards (CCA) Unlike previous years where there is one Gong for the Best of Show, this year each discipline had an equal chance of taking home their own Best of Show Gong. "The reason for doing this was to respect each discipline with equal regard. It also gives each discipline a chance to be judged by its own peers ," said Robert Gaxiola, Chairman of CCA 2006. Saatchi & Saatchis "Monsters" campaign for AWARE won the Advertising Gong and was also a strong contender in numerous categories, taking home three (3) Golds for Print - Community Service & Charity, Print Craft - Copywriting; and Print Craft - Photography & Image Manipulation. Black Design won the Design Gongfor their "20/20 Exhibition" piece for Design Singapore Council, while Jonathan Yuens website won the Interactive Gong. Overall, Bates tops the medal tally with
five (5) Golds, nine (9) Silvers and four (4) Bronzes; followed closely by Saatchi &Saatchi with four (4) Golds, eleven (11) Silvers and eight (8) Bronzes. Advertising judge, Steve Dunn of JWT London commented, "When I first came here 12 years ago, there were a lot ofgood things, but essentially there was still a little bit of naivety about some of the work. It had potential then. Today its fully arrived and I think its really just some of the best work in the world." "I'm definitely blown by the standard in print 8c outdoor," added advertising judge, Abhijit Avasthi of Ogilvy & Mather, Mumbai. "I thinkthe standards were really, really high and its an internationallevel," said Design judge, Imin Pao, founder of Pao and Paws Taiwan. He also gave this advice to all agencies, "When you get into this business, don't just work for the clients, also workfor yourselves. Be partners with clients, so you're not just offering advertising and design services to them, but you also work with them extensively to build better produces)." The Singapore Creative Circle Awards celebrates and honours top creative talents in the advertising and communication industry in Singapore . Since 1980, the CCA has been instrumental in pushing creativity to the edge and in the process raise the creative bar year
J ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
after year. "Last year, we celebrated 25 years of the Creative Circle Awards. Now we aim to build on that success. And we cant do so without embracing creativity across the board. Creativity that uses all our talents and all of our cross-disciplinary skills to build our brands in Singapore, Asia, and in some cases, the world," said Gaxiola. "We must keep innovating. Keep creating. Keep pushing ourselves forward and getting better at what we do.The same principles will still apply, but the canvas is now a lot bigger, "he added. A total of 1,655 entries were received this year as compared to 1,530 entries last year.This represents an 8% increase over the last event and is the second highest record in the history
of CCA.
Four specialist judging panels were appointed this year to cover each discipline - Advertising, Design, Direct Marketing and Interactive. The CCA entries were judged by 7 international and 29 local judges representing some of the industry's most esteemed creative directors, producers and designers who are behind some of the most successful campaigns. The judges were exempted from voting for any award within a category where their agency was represented.
THE GONG HAS BEEN SOUNDED
Advertisingjury Head: Robert Gaxiola Q Executive Creative Director Bates Asia, Singapore Abhijit Avasthi Q Group Creative Director Ogilvy & Mather, India Susan Alinsangan Qj ex-TBWA\Chiat\Day, USA Harry Cocciolo Q Tool, USA Steve DunnQ Head of Art and Design JWT, London Passapol Limpisirisan Q Executive Creative Director Euro RSCG Flagship,Thailand Richard Coppingfj Saatchi and Saatchi, Singapore JojiJacobQ Associate Creative Director Bates Singapore PritiKapurQ Creative Group Head DDB, Singapore
Alex Lim JJ2
Head of Art BBDO, Singapore Craig Rosenthal Associate Creative Director McCann Erickson, Singapore
CraftJury Peter Barber Director of Creative Services Blackmagic Design, Singapore Colin Foo Senior VFX Artist [Q Infinite Frameworks, Singapore Juan Foo Executive Producer, Content Development The Shooting Gallery, Singapore LeongTai Heng Film Director Moviola, Singapore Kelvin Tong Creative Director Boku Films, Singapore
ED
DesignJury Head:Jackson Tan Q Creative Director Black Design, Singapore Imin Pao |Q Founder Pao and Paws,Taiwan CaraAng Design Director Asylum, Singapore William Chan [Q Director Phunk Studio, Singapore
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
m
Hanson Ho Design Director and Founder H55, Singapore MarinaLim [JSJ Senior Art Director Work, Singapore Pann Lim Design Director Kinetic, Singapore Direct MarketingJury Head: Birger Linke 21 Integrated Art Director Saatchi 5cSaatchi, Singapore Member of D&AD Tan Kien Eng^Q President, Executive Creative Director Arc Worldwide, Malaysia Henry Adams Creative Director Rapp Collins Justine Lee Copywriter Saatchi 8cSaatchi JayPhua Associate Creative Director Michelle Tranter Design Director Enterprise IG, Singapore
InteractiveJury Executive Creative Director OglivyOne, Singapore Mike Bennett Creative Director Digit London Timothy Bruns £3 SVP - Executive Creative Director FCBi New York Toshiya Fukuda ^ Creative Director 777interactive, Tokyo Chris Perrins Creative Director Grey San Francisco, USA Heath Rudduck Executive Creative Director Tribal DDB, Australia Jeff Cheong Creative Director Tequila Digital Shawn Loo Interactive Media Director BBH, Singapore Daniel Koh^jjjj Unit Studio MarkTaylor Creative Group Head M8cC Saatchi, Singapore Continued
THE GONG HAS BEEN SOUNDED
Eric Teng, 1st Vice President, 4As
Interactive Award
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(L-R): Peter Moss (Head of Interactive fury), Jackson Tan (Head of Design fury), BirgerLinke (Head of Direct Marketing fury), Robert Gaxiola (Head ofAdvertising fury and CCA2006 Chairman). iff*
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SINGAPORE CREATIVE CIRCLE AWARDS 2006 THE GONG WINNERS
i
Design Award
Advertising - Saatchi & Saatchi Design - Black Design Interactive - Jonathan Yuen
MEDALTALLY A5ENCV
AGENCY
Bates
Proximity
2
1
19.
David Communications
1
7
20.
Leo Burnett
1
4
21.
10AM Communications
1
1
Jonathan Yuen
u
Infinite Frameworks
1
1
McCann Erickson
U
Song Zu Singapore
1
1
Black Design
24.
Asylum Creative
1
Ogilvy Singapore
a
PoleStar
1
TBWA
1
-
27.
Draft FCB
6
28.
Kilo Studio
2
29.
Batey
1
Saatchi & Saatchi Kinetic
BBDO WORK
Dentsu Singapore
Manic Design
1
Rapp Collins
1
M&C Saatchi
Soap Studio
1
XM Asia
The Upper Storey
1
Arc Worldwide TOTAL TALLY
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
17
56
103
117
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Seri Dewi & Keluarga, a well-known brand that responds to the needs and wants of its readers. Its role as an advisor and information provider on ways to raise a family has made it a prominent family magazine for all generations in Malaysia. Seri Dewi & Keluarga is an in-depth and complete magazine featuring topics ranging from education and upbringing, health and medical issues, psychology, fashion, beauty as well as culinary info. All of these are combined and presented with a wealth of practical information. Readers will definitely find themselves immersed in well composed and touching real-life stories, reports and interviews on family issues. For more information on the magazine, please contact us at 03 5101 3888 or visit our website, http://www.karangkraf.com/keluarga
Family essentials begin with KELUARGA @ karangkraf www.karangkraf.com
MINDSHARE
S
PREADING CHOCOLATE VIA WORD OF MOUTH Being new in the mobile market, LG needed a breakthrough idea to launch its Chocolate KG800 model, create top-of-mind awareness and most importantly be considered in the consumers' purchase decision making process. LG also needed to gauge consumers'immediate feedback on Chocolate and their perception of LG as a mobile phone brand. Recognizing the power of word-of-mouth marketing through online, MindShare Interaction became the first in Malaysia to
SHARES
harness the power of blogs and online communities to spread word on Chocolate.We engaged two most prominent and influential local bloggers,Jeff Ooi and Kenny Sia, as well as credible mobile phone and tech site editors and readers, to review and discuss Chocolate during the pre-launch phase. Chocolate forum threads and discussion rooms were set up on the sites to facilitate consumers' feedback and comments. The online presence of Chocolate was further reinforced via banner and video ads strategically placed on the internet at launch phase. The informal and conversational style of the Chocolate blog entries, reviews and forum
threads encouraged consumers to openly discuss the phone and post their honest comments. "Out-of-box" and video streaming ad formats were used to showcase the Chocolate phone and drive consumers to visit the microsite. The word-of-mouth marketing through blogs and online communitiesspread explosively through the internet, influencing and attracting tens of thousands of consumers to Chocolate. Jeff and Kenny's reviews were instantly picked up and mentioned by numerous other bloggers which extended the campaign reach at no extra cost to LG. The word-of-mouth marketing proved
kennysia.com
Relevant messaging as opposed to stalking to be an integral component of the overall online campaign as it successfully generated a major buzz and garnered hundreds of honest feedback and response from consumers. Over 30,000 unique consumers visited the Chocolate microsite with the number of Chocolates sold surpassing the launch target by 25%. PROSPER WITH HSBC THIS NEW YEAR In this unique case, MindShare was given a communication task to break the perception that HSBC is impersonal and only interested in MNC's and create a favourable image that HSBC also provide business solutions to
SME's. However since the budget was very small, MindShare was tasked to look at really innovative but prudent opportunities that will garner new leads from the SME segment. The solution that MindShare's Activate came out with was a humble but highly meaningful prosperity bamboo tree and potted "kat-chai" tree that is usually used as a fengshui decoration during CNY. The campaign roll out was just before CNY and as more than 70% of the SME market are Chinese, the bamboo and kat-chai tree acted not just as a decor item, but gave a timely reason for the HSBC Relationship Managers to approach
J ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
M I N D S H A RE
the SME. It was a gesture of personable goodwill to create brand preference for HSBC. Each was delivered personally by HSBC and came with a special CNY pack (angpao) that contained exclusive HSBC offers catered to the SME to induce trial. The bamboo tree symbolizes longevity and prosperity - 2 most valued traits to any business owners. It acted as a door opener for HSBC and each tree came with an exclusive ang pao pack with CNY banking offers that were customized to the SME customer. With this package, HSBC was trying to convey the message that this relationship with HSBC will be a long-lasting and prosperous one. We timed to send the bamboo trees out to the customers just before CNY as Chinese usually believe that one should always discard all the bad and start something new with the approaching New Year. The message which HSBC wished to convey - start the New Year with a new bank and with this new banking relationship, HSBC will lead you to better prosperity, as symbolized by the bamboo. Close to 500 new leads generated for HSBC business products. Market place feedback - refreshing gesture vs.common token of mandarin oranges practiced by other banks And what a positive impact it has made with many of the customers calling in to thank HSBC for this wonderful surprise. It is a true testimony and reflection of HSBC Commercial Banking moving ahead with times as they embark on a continuous journey to improve their service levels and their customer experience.
SHARES
yet at the same time ensure that the choice of channel and execution idea reflects Twisties' attributes of being whacky, bold and unpredictable. At transit LRT stations, a make-believe goal post was erected at the main exit and entry point linking back toWorld Cup with Twisties branding elements incorporated to grab attention. A specially created 3D giant football
Malay target. To generate maximum impact and resonance for Friskies' message, and to make it relevant for our consumers, we decided to create a stunt in a popular, involving - and highly unexpected - TV platform. We negotiated with Akademi Fantasia, the Malay's best-loved realityTV show, to include Fiefy, our healthy and attractive Friskies cat, as a guest star and participant. Fiefy became part of the AF students' lives, and Fiefy s surprising presence in the academy generated sought-after attention and publicity. To win over audiences, we worked with Akademi Fantasia's producers to create engaging
was incorporated into the wall banner at KL Sentral to generate larger than life impact, complementing the overall station sponsorship. The consumer promotion via sms encouraged consumers to engage themselves into the World Cup matches and at the same time enjoy their favourite snack and win prizes. The campaign was also extended to print and TV using same branding elements. Twisties gained more than 50% incremental sales and the consumer promotion generated about 30,000 entries.
situations between the cat and students, while subtly reinforcing Friskies' message about proper feline nutrition. First, we created suspense for Fiefy's arrival by announcing that a surprise celebrity guest would join the academy. We persuaded AFs trainers to educate students on cat care, made feeding time an important ritual in the academy, and highlighted the chemistry between students and our cat. We ensured that Friskies was omnipresent in the academy via engaging educational segments and outstanding incidental branding such as Friskies T shirts, cat collars, play
TWIST1ES CUP SMS CONTEST
PURR-FORMS A STUNT ON REALITY TV
Twisties created a consumer promotion via sms contest leveraging on the World Cup period as it triggers opportunities for consumption amongst the hungry couch potato football fans. The role of outdoor was to create awareness and bigness for the consumer promotion to drive participation. Amongst 15-24 who likes to snack throughout the day, MindShare 3D indicated that they are highly mobile and spend most time out of home based on their 24 Hour Clock routine. Transit, KL Sentral station adoption and unipoles were chosen as the various out of home touch-points required to attract them
Malays tend to feed cats with dinner wanted to educate them that Friskies cat food is more suitable for their pets than home-cooked food. MindShare's challenge, within the limited budget, was to change an age-old habit and inspire cat owners to convert to Friskies. TV was revealed as a key medium to reach our
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ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
MINDSHARE
SHARES
t 6/8/2006 2ÂŤ:45Jp>07
7/7/2006 12:07:07:18
pen, cat carrier and packaging. Even Aznil Nawawi could not resist Fiefy's charms, and mentioned him enthusiastically! With this endorsement from Malaysia's most popular host, the excitement soon spread to print and websites. We leveraged the shows popular weekly concerts to close the loop and recruit customers at ground level. Friskies received a tremendous ROI and far greater impact than from a traditional spotbuy. The Friskies cat's purr-formance also won rave reviews in print media and on the internet, endeared him to the AF stars and viewers at home, and catapulted Friskies to stardom!
SIAPA KENA MOO? The campaigns main objective was to reach out to the core kids to instill them with the fun and playful element of the new Wall's 'Moo' ice-cream. Through this initiative, kids are also enlightened on the healthy content of Walls Moo, rich in calcium and contain half a cup of milk. MindShare team built the idea around the insights that kids are intuitive and imaginative fit well with the platform of 'fun spots'. In keeping with the colours of the Wall's Moo ice-cream which are brown and white, kids were able to associate with and identify the contest "Siapa Kena Moo?" The contest featured snippets of popular children program such as Sesame Street, Pingu and Bob the Builder in
13m
which one character will freeze with the brown and white spots. The unique yet simple and interactive contest invited kids to call-in and identify the character that was "Moo-ed" to win daily and weekly prizes. The usage of popular characters in all the 4 contest snippets gained instant recognition amongst the kids. The interactive element of having the kids guess which charactergot moo-ed was intriguing. Kids had to watch thefull content to be able to identify the answer. The unique application of spots, Moo sound and animated cow mascot made the entire content entertaining and fun watch. The contest reinforced Wall's as a hip, fun and 'happening brand. The contest was in collaboration withTV3 under theTV3 Kids segment and was featured in the children cartoon hour. This innovative contest provided the kids with a different experience towards cartoon watching and at the same time developed better awareness of the Wall's Moo ice-cream. The contest appealed to the kids and they actively participated by to win unique prizes.The hip, fun and 'happening' element of Wall's were reinforced. Sales index shot up by a whopping 40%. Total call-in entries soared to abot 200,000. It was a great success for Wall s kids sector. A sequel of Siapa Kena Moo 2 was launched in July 2006 with equal success and this concept is being adopted by other Asian regions as one of their marketing and promotion tool.
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CONTAGIOUS CASE STUDY CAMPER/
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
CASE STUDY / CAMPER / A WALK ACROSS THE WORLD / IN TODAY'S FRENETIC BRAND LANDSCAPE, ONE MEDITERRANEAN COMPANY REFUSES TO TAKE LIFE TOO SERIOUSLY. CAMPER'S 'WALK, DON'T RUN' PHILOSOPHY HAS TURNED A UTILITARIAN SHOE INTO A RELUCTANT FASHION ICON AND INSPIRED A HOTEL AND RESTAURANT CHAIN. LOCATED IN MALLQRCA, CAMPER HAS ALWAYS SET ITS OWN AGENDA, PLACING COMMUNITY AND ECOLOGY AHEAD OF CATEGORY CONVENTIONSITS SHOPS ARE MORE EGALITARIAN THAN EMPORIUM. CRITICS ARGUE THAT ITS QUIET DISPOSITION LEAVES THE BRAND IN DANGER OF BEING OUTPACED BY THE COMPETITION, BUT CAMPER'S STEADY GLOBAL EXPANSION STANDS TESTAMENT TO THE FABLE OF TORTOISE AND HARE / LUCY AITKEN ADJUSTS TO CAMPER SPEED / ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
case study / camper /
In James Gleickfs pre-milienniai book Faster: The Acceleration of Just About Everything, he asks; 'Are we living at high speed with athleticism and vigour, or are we stricken by hurry sickness?' It's a fair question. Post-millennium, life shows no signs of slowing down; in fact we seem to be more pushed for time than ever. Like wailing babies, Blackberrys and mobiles demand instant responses, while PVRs pander to impatient viewers. Brands tap into this frenetic pace of life. Nike's 'just do it' makes us believe that we're all athletes - or at least gym-goers - who thrive on physical challenge, breaking personal bests, and working up a sweat. Camper, on the other hand, recommends: 'walk, don't run'. The Majorcan brand invites us to reflect on our environment, the food we eat. the shoes on our feet. This laid-back philosophy dates back to 1877 when the shoe craftsman Antonio Fluxa learnt about new industrial technologies in England. Fluxa mobilised a team of craftsmen on his return and opened a shoe factory on the Island of Mallorca. His son, Lorenzo, took over the family business and then his son - also called Lorenzo - modernized it during the 1970s. Camper is still a family-run business from Mallorca, but it's also become a global brand. It has 130 shops dotted around the globe in Europe, Asia, North America, Australia, Mexico and South Africa, and also sells shoes through its website, www.camper.com. BusinessWeek estimates that, in 2004, Camper sold around three million pairs of shoes and generated revenues of over $180 million. Unusually for a footwear brand, it has eschewed the well-trodden brand extensions of sunglasses, handbags and clothes. Instead, it opened a hotel, Casa Camper, and a cafe and food store, FoodBall, in the heart of Barcelona. A second FoodBall, offering organic, locallysourced food, has just opened in Berlin. Long before it became de rigueur, Camper had an earthy sincerity and a respect for the planet. 'Camper' means 'peasant' in Catalan and its roots are firmly planted in rural Spanish soil. In a book entitled Imagination Can Change The World which details the company's history, the brand's ethos is explained: 'We have learnt to adapt ourselves to the rhythms of nature and to show the utmost respect for its teachings. To a great extent, this idea explains our way of walking through life. Very close to Earth. With both feet firmly on the ground,' The Walking Society The Walking Society (TWS) might sound like a ramblers club for your grandparents' generation, but in fact it's an umbrella campaign developed by Shubhankar Ray,
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
Camper's creative director. Ray, a British designer who studied business at the elite French business school INSEAD and cut his teeth helping to reinvent brands such as Levi's and Caterpillar, has been working with Camper since 2000. Despite including print ads, Ray insists that TWS is 'not another ad campaign', preferring instead to present it as !an idea transmission system' and 'a form of cultural passport into a mind style, not a lifestyle.' He believes: The concept has a dose of reality that normal people can connect with rather than be cynical about.' From a corporate perspective, Camper sees TWS as a cultural declaration. A statement on its website reads: 'In the culture of the 21st century, we always find the alternative between two paths; philosophical or material; between two worlds: developed or developing; between two geographies: rural or urban. Camper recreates this contradiction with 'Walk. Don't Run,' - a link between the rural world - our roots - and the urban reality of our market. And TWS is our way of expressing it.' Instead of catwalk queens, there are bee-keepers and Bedouins. Recent print ads have included three men who've downed tools and are taking a siesta in the relentless Mediterranean sun and a group chilling out on a haystack. Camper's logo and the TWS mantra: 'walk, don't run' appear. In the latest print work, which follows an Indian theme, the words 'useful, healthy, friendly' appear underneath the Camper logo. Ray elaborates; 'Camper aims to be a brand with fans rather than consumers.1 Ray says that the ads feature 'a rich diversity of people who are normally never seen in cool advertising.' He adds: 'By showing the Med and its real characters, we're able to reinforce Camper's geographical original, authentic heritage and true identity. It's important for Camper to stay true to its roots and attitude to differentiate the brand, and to propose an alternative to the Anglo-American model of globalization and consumption where everybody is sexy and cool, and the message is aspirational.' No agencies are involved with producing this work. Like Benetton's 17-year relationship with its controversial creative director, Oliviero Toscani, Ray takes sole charge with support from a small team that involves Lorenzo Fluxa and his brother Miguel, the business development director. Producing in-house advertising is common for fashion and footwear brands, from Gap to Gucci. Camper also buys its own media, and local employees decide where the ads should appear, In the UK, design titles such as i-D and Wallpaper are used, as well as the Financial Times, How To Spend It supplement to reach an international audience. More left-field, non-fashion
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case study / camper /
choices include The Observer Food Monthly magazine. Camper ads also appear in Liberation, La Repubblica, the San Francisco Chronicle and the New York Times.
of Barcelona. It's not the first brand to become a hotel Diesel's Pelican Hotel has been in Miami's South Beach for 12 years. But it is a physical manifestation of 'walk, don't run5. Signs invite guests to walk down the stairs rather than take the lift, and visitors are encouraged to walk or cycle, A vertical 'hanging garden' of aspidistras adds to the relaxed atmosphere.
TWS extends beyond print advertising and has included shorts films of a visual voyage through various countries. The TWS Magalog, published in Spanish alongside an English translation, combines a catalogue with a magazine. Editorial features explore new angles along the walking theme such as tightrope walkers and pilgrims, TWS also offers CD-Roms with music: one positions electronica artists Goldfrapp and Ladytron alongside Nigerian act Tunji Oyelana & The Benders,
Camper's marketing director Dalia Saliamonas comments: 'Casa Camper doesn't have the hippest bar or the latest music playing in the lobby. Instead, it's an oasis for the guests because simplicity is important in today's chaotic society.'
Critics could accuse TWS of imagination without focus, but Ray thinks that its non-conformist, multi media approach gives it global appeal: The language is based on images, film, information and music as an alphabet because that can work across the world, irrespective of ianguage and borders.'
Kate Ancketill, the managing director of global retail and design agency GDR Creative Intelligence, comments: 'We have already seen the likes of Buigari go into hotels as a way of inviting consumers to step into their world. Physical environments appeal to smaller, more carefully-targeted groups,'
Global Citizen
Regarding Casa Camper, she says: 'If you extrapolate the values behind Camper, it seems logical that they should open a hotel, The brand is so strong, quirky and innovative it could go almost anywhere. Casa Camper is about being something useful that people want: a hotel that's like a home from home which costs just $95 a night, uses recycled water and solar power and promotes walking and cycling. It's all about being real, and that's what Camper is about.'
Viewing the Mediterranean Sea as a 'cultural network of people and places', Camper is an archetypal 'glocal' brand that pays homage to its heritage while connecting with the rest of the world. Its 'Shoes and Indigenous Art' project saw the footwear brand engaging with different cultures spanning the globe. Working with the non governmental organization WATU Indigenous Action, Camper invited 30 people to decorate its shoes. An exhibition toured Europe's cities and the colourful results are still displayed at www.camper.com. Also online are Salvador Dali's tattered espadrilles and Victor Mira's paint-splattered plimsolls, captured as part of an exhibition that Camper staged in Mallorca in 1994. Entitled 'Used Shoes and Artists Workshops', the event was inspired by a photo of David Hockney's stained shoes and showed other artists' footwear next to images of their workshops. Both events prove that, whether it's the physical or cultural world, Camper's attitude is first and foremost creative. The Wolff-Olins consultant Manfred Abraham says: 'Camper has a really clear idea that's much bigger than shoes, so it can extend into different areas.' Gimme Shelter... and Food
A free snack bar offers 24-hour salads and sandwiches, but if guests want to sample more Camper cuisine, they need only stroll next door to FoodBall, a cafe which sells rice-balls, falafel, soups and juices. Saliamonas says; 'We found that today's society finds it hard to eat good fast food, so we have taken the time to show that it's possible to eat healthily/ Honouring its ethical commitments, FoodBall uses only organic, locally sourced ingredients, and serves its fare on biodegradable plates, cups and take-away boxes. 3-D Theatre The Catalan designer Marti Guixe designed FoodBall with the focus on casual dining. There are no tables and chairs, just steps for customers to perch on.
A footwear marque extending its brand is nothing new; Caterpillar makes clothing, and Diesel has just announced its intention to make perfumes with L'Oreal. But a leap of imagination may be required to imagine a shoe brand diversifying into fast food or rooms for the night.
Guixe has also left his distinctive footprint over many Camper retail outlets. Scrawled onto shopping bags is the message; 'If you don't need it, don't buy it' - a worthy sentiment in a wasteful world, but perhaps a risky message given that Camper fans will have just forked out for new shoes.
For Camper, whose ethos embraces the basic require ments for life - food? shelter and footwear, this hurdle is not insurmountable. Last year, Casa Camper opened its 25 rooms for guests in the vibrant El Raval neighbourhood
Despite questioning consumer behaviour, Guixe echoes Camper's attitudes: 'My aim is to be responsible and friendly with the consumer so that they get close to the brand, and become a friend,1 he says.
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
FOODBALL/ FOODBALL/
In other shops, there's a concept called Walk In Progress where friends of Camper can scribble graffiti. The idea evolved when Camper moved into retail premises and wanted to start trading immediately, it displayed the shoes on empty shoe boxes and white washed the wails. Saliamonas says: The locations are transformed into temporary and interactive shops where fans can express themselves. Consumers appreciate that we can create on a shoe string.' For a brand that doesn't have a large advertising presence, the shops are a vital medium for communi cating the brand's philosophy. Ray describes them as 'a living advert' and explains: 'Retail spaces have become theatres for brand experiences.' Certainly, Camper was a pioneer of this trend which has become increasingly mainstream in recent years. When Camper first opened shops in Barcelona and Madrid in the early 1980s, the stores' fish-tank design windows offered glimpses of the brand's creative spirit rather than its product. Saliamonas adds: The shops' design and architecture, displays, bags and catalogues all express a coherent Camper language,' Pump Up The Volume Yet some think this language could do with being spoken a little louder. Sanjay Nazerali, the managing director of the fashion brand consultancy The Depot, says: 'Camper has a nicely diversified range, but nobody thinks of it.' He even suggests that its Mediterranean tone of voice is lost in layers of subtlety. 'Do people know it's from Spain? The name doesn't sound Spanish. I don't think Camper speaks with a Spanish tone of voice in the way that Diesel's glam 'fuck you' attitude is very Italian,' He adds: Tve had three pairs of Campers and they're the most comfortable shoes I've ever bought - It's a lovely range of products. But why haven't they told anyone about it? You've got to get product information out there,'
J ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
There is some product information available: two recent Camper print ads promote the brand's ecofriendly attitude, WABI, for instance, is an indoor shoe comprising just four components and a simplified manufacturing process, whiie the use of natural material Coco Fibre in its shoes also helps protect the earth's resources, Both ads carry the unexpected phrase: 'A little better, never perfect,' Camper argues that it's design-led, not influenced by fashion, so it refuses to be sucked into the vacuous vortex of catwalk trends. Its designers are predominantly from Spain, and are often new to footwear, so they bring a fresh eye to shoe design. The 35-strong team currently includes talent whose experience stretches from clothes to cars. Despite this eclecticism, Nazerali states: Tm nervous about brands which say they're all about design and not fashion because I'm not sure how you can divorce the two.1 Kicking The Competition Nazerali says he tested savvy consumers on shoe designs where the brand name was obscured. The group couldn't tell the brands apart on design alone. Certainly, whenever a particular shoe proves popular, imitations fiood the high street; remember how many Birkenstock look-alikes appeared when the Covent Garden shop in London had to introduce a 'one-in, oneout' policy in 2003? Like Camper, Birkenstock also promotes its green credentials. It even encourages customers to spare the earth's resources by getting their Birkenstocks repaired rather than buying a new pair, Similarly, Nike's Considered range, launched in 2005, employs a more sustainable manufacturing process. The shoes, boots and sandals have natural, earthy tones and could almost be Campers... if you squinted. Yet Camper remains strongly rooted while diversifying its product range. Since 1989, it has included 'twins' where the left shoe differs from the right. Meanwhile Pelotas, meaning 'balls' - think bowling shoes crossed with trainers - is still one of its best-selling ranges. Its
latest innovation for spring/summer 2006 is Locus BCN, a classic urban shoe which borrows from skate design. But as the competition intensifies and the high street becomes ever-more adept at aping the unique approaches of rivals, independent footwear brands like Camper must kick above their weight. Saliamonas claims to be relaxed about the competition: 'Although we look at and admire other brands, we tend to keep to ourselves/ she says. Instead of looking over its shoulder, Camper is investing in its future by taking innovation seriously. For the last four years, its dedicated Innovation Centre at Son Fortesa - a working farm in Mallorca - saw ideas such as WABI, FoodBall and Casa Camper become realities. Son Fortesa is not rigidly dedicated to new product development. Last year, Anita Roddick gave a talk on ethical business there, while Bigas Luna - the Catalonian director behind Golden Balls and Jamon Jamon - worked with film students who had won a competition hosted by the brand. Saliamonas says: 'In innovation, you don't plan, it happens, Innovation is creation and in Son Fortesa, we like to think well innovate ways to create/ On account of Camper's trademark Mediterranean focus on the 'everyday little treasures of life1, it's difficult to predict any specific brand diversifications. 'There might be a five year plan, but we wouldn't stick to it,' says Ruth Coughlan, communications manager for the UK. 'We'll just keep walking and keep an open mind.' There are new stores opening in Dubai, Dublin and Amsterdam and Coughlan admits that FoodBall would be 'perfect' for London.
Camper practises what it preaches, it walks; it never runs. Toni Segarra, the creative director at Spanish agency S,C,P,F praises its attitude; !lf you are patient and consistent, no one can beat your products. That is the best lesson for so many brands that are obsessed with the short-term and trends, but are incapable of knowing what they really are, if indeed they are anything at all. In some ways, I feel that the most important aspect of Camper's success is this consistency; this loyalty to an idea and a spirit that has been adapted over time.' As Camper refuses to adhere to catwalk trends, it sometimes finds itself in vogue whether it likes it or not. There is certainly a school of thought that suggests that when such brands suddenly find themselves in the limelight, they can surprise and delight millions of new customers. Just look at how the iPod has converted legions of PC users to Apple. Manfred Abrahams comments: 'At the moment, Camper is a niche player and there's currently a lot of discussion about whether you can reach a wider audience with a specific positioning. I think you can. People were talking about Apple for years; it was a niche brand which didn't have mass appeal. But if you have a strong idea, and you keep pushing new products, one will resonate with a wider audience.' And once consumers have made that initial point of entry, there's more likelihood that they will become loyal evangelists in a way that they wouldn't for larger brands. This sentiment is eloquently expressed on the sides of Camper shoeboxes: 'As in ancient myths, Camper is a modern David, challenging with quality, irony and imagination the Goliaths of style and fashion ... Camper is above all something very personal: a team of men and women with local values and a global horizon.'
WABISHOP /
Philosophically, Camper is already striking a chord, its plea for us to adopt a more reflective state of mind is far from a lone voice. Slow Food, an international association promoting gastronomic culture and protecting agricultural biodiversity, now has 83,000 members across the world (www.slowfood.com). The ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06 E
WALK DON'T RUN
CAMPER
A LITTLE BETTER, NEVER PERFECT,
movement's founder, Carlo Petrini, laments that we 'are enslaved by speed and have all succumbed to the same insidious virus: Fast Life, which... forces us to eat Fast Foods, which diminish opportunities for conversation, communion, quiet reflection, and sensuous pleasure, thus shortchanging the hungers of the soul.' Meanwhile, the Slow Society blog ponders: 'What is it that makes us hurry through life, and makes us blind to everything that deserves our fuii attention?' Other brands are demonstrating the same reflective self-awareness, too. A recent Orange poster campaign knowingly questioned our ambivalent relationship with mobile phones, while AOL is sparking debate about whether the internet is a good or bad thing at www.aol.co.uk/discuss. (see page 16/17) A frenetic pace of life with all the trimmings - a skewed work/life balance, a briefcase full of electronic gadgets and a constant race against the clock - is no longer seen as something to aspire to in the modern western world, where experience and attitude are starting to eclipse money and materia! possessions. Camper urges us to wake up and smell the flowers rather than the coffee. It tacitly questions why we drum our fingertips while we wait a few seconds for an internet page to download, or why we rev up as we approach an amber traffic light. As if somehow sensing Camper's future success, Sebastian de Grazia's 1962 work Of Time, Work, and Leisure, sums up this attitude: 'Perhaps you can judge the inner health of a land by the capacity of its people to do nothing - to lie abed musing, to amble about aimlessly, to sit having a coffee. Whoever can do nothing, letting his thoughts go where they may, must be at peace with himself.' If ever a brand were at peace with itself - and an earnest advocate of aimless ambling - it's Camper.
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
CHALLENGE / A FAMILY BUSINESS SINCE 1877, CAMPER CHANGED DRAMATICALLY IN THE 1970s TO REFLECT THE CHANGING MOOD IN POSTFRANCO SPAIN. SINCE THEN, IT HAS INNOVATED TO MAINTAIN RELEVANCE IN AN INTENSELY COMPETITIVE MARKET. FOOTWEAR GIANTS SUCH AS NIKE HAVE INTRODUCED RANGES WHICH RESEMBLE CAMPER DESIGNS AND MORE HIGH STREET BRANDS NOW PRODUCE LEISURE SHOES. CAMPER NOT ONLY NEEDED AN INNOVATIVE PRODUCT RANGE BUT ALSO A WAY OF ENGAGING CONSUMERS THROUGH MARKETING THAT CAPTURED THE IMAGINATION AND A RETAIL EXPERIENCE THAT PAID HOMAGE TO THE BRAND'S BIRTHPLACE OF MALLORCA. SOLUTION / CAMPER IS NOT A DEDICATED FOLLOWER OF FASHION AND PRIDES ITSELF ON BEING DESIGN-LED. IT HAS INNOVATED WITH LINES SUCH AS WABI, AN ERGONOMIC SHOE WITH ECO-FRIENDLY PRODUCTION. CREATIVE DIRECTOR SHUBHANKAR RAY BROUGHT A NONÂ CONFORMIST APPROACH. HE CREATED THE WALKING SOCIETY (TWS) WITH THE SLOGAN 'WALK, DONT RUN' - A PHILOSOPHY THAT LINKS THE BRAND'S RURAL ROOTS WITH THE URBAN REALITY OF ITS MARKET. TWS RUNS AS AN UMBRELLA CAMPAIGN WHICH INCLUDES SHORT FILMS, 'MAGALOGS' AND PRINT ADS. CAMPER'S INNOVATION CENTRE AT SON FORTESA HELPED THE BRAND REALISE ITS AMBITION OF PROVIDING NOT JUST FOOTWEAR, BUT ALSO FOOD AND SHELTER - THE BASICS FOR LIVING - BY CREATING A FOOD STORE, FOODBALL, AND A HOTEL, CASA CAMPER. CERTAIN CAMPER STORES GIVE FANS THE FREEDOM TO DECORATE WALLS AS PART OF THE BRAND'S 'WALK IN PROGRESS' CONCEPT. RESULTS / CAMPER SELLS THREE MILLION PAIRS OF SHOES EVERY YEAR AND, IN 2004, GENERATED REVENUES OF OVER $180 MILLION, A 7% YEARON-YEAR INCREASE. THIS MAKES IT A SMALL PLAYER COMPARED WITH LEVIATHANS SUCH AS NIKE, WITH GLOBAL REVENUES OF $13.7 BILLION. CAMPER IS LESS THAN HALF THE SIZE OF BIRKENSTOCK WHICH TAKES $500 MILLION. PRACTICING WHAT IT PREACHES, CAMPER INVESTS IN SUSTAINABLE DEVELOPMENT INITIATIVES SUCH AS THE EDIBLE GARDENS PROJECT, AN ENVIRONMENTAL PROGRAMME AIMED AT URBAN SCHOOLS. IT CONTINUES TO OPEN STORES AT A STEADY RATE, AND THESE PHYSICAL MANIFESTATIONS COMPENSATE FOR ITS BLINK-AND-YOU'LL-MISS-IT ADVERTISING PRESENCE. SOME BELIEVE THAT CAMPER'S ADVERTISING AND PR ACTIVITY IS SO MINIMAL THAT THE BRAND NEEDS TO SHOUT LOUDER. YET CAMPER APPEARS CONTENTED; IT PINS NO LABELS ON ITSELF, NOR DOES IT HAVE AN AMBITIOUS MASTER-PLAN TO DOMINATE THE UNIVERSE. SHOUTING JUST ISN'T REALLY ITS STYLE.
ANALYST'S INSIGHT /
By John Band /
Consumer Markets Analyst at Datamonitor
Camper shoes feature an unusual marketing proposition: they don't have one, at least according to the company. 'Camper' is Catalan for peasant', its shoes are based on traditional peasant designs, and the company has been in the same family's hands since 1877. But no product ever succeeds without solving consumers' needs in a compelling way, however rustic or unique its origins. Camper's success is based on following the prescription it identified in the 1970s, of offering authentic-looking peasant footwear to young hipsters who wanted to make an anti-fashion statement. The fact that Camper produced a top-quality product that resembled peasant footwear in style, but which was as durable and wearable as a 'real' shoe helped, of course. But not as much as the fact that canvas trainers went from an item for basketball players and gymnasts to ubiquitous leisurewear over the same period. Nike's casual shoes may have basketball cred, and Adidas' soccer cred, but Campers' represent nature and tradition. Stylishly. Maintaining that kind of image isn't easy. Camper now devotes substantial resources to R&D and marketing, poaching creatives from all over the world to ensure its 'no label' brand image doesn't get tarnished. This necessarily involves slow but steady expansion: if the growth didn't look organic, the shoes would lose their lustre. Investment from a major shoe player might bring new distribution opportunities, but it would kill consumers' rationale for buying Campers in the first place. www.datamonitor.com
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
CAMPER / BRAND MAP/ HERITAGE / CRAFTMANSHIP / Camper has been a family-run business since 1877, its roots firmly planted in rural Mallorcan soil. The brand has always displayed an eco-friendly attitude, using natural materials and a simplified manu facturing process. The brand insists that it's design-led, not influenced by fashion. Its 35-strong design team includes talent whose experience stretches from clothes to cars.
ART & PEOPLE / Camper's 'Shoes and Indigenous Art' project engages with indigenous cultures across the globe. Working with an NGO, Camper invited 30 people to decorate its shoes. An exhibition toured European cities, with the results displayed at www.camper.com. Also online are Salvador Dali's tattered espadrilles and Victor Mira's paint-splattered plimsolls, captured as part of the 'Used Shoes and Artists' Workshops' exhibition staged by Camper in 1994.
IN-HOUSE VISION / Camper doesn't us advertising agencies. Since 2000, the Britis designer Shubhankar Ray has been in so charge as creative director, working alongsic co-owner Lorenzo Flux6 and brother Migue Camper's business development director. Camper buys its own media, with local employee deciding where the ads should appear. Tf company runs a dedicated Innovation Centre < Son Fortesa - a working farm in Mallorca th< has given birth to ideas such as the WABI she as well as brand extensions like FoodBall ar Casa Camper (see below).
WALK. DON'T RUN / The Walking Society (TWS) is an umbrella campaign, designed by Ray as 'an idea transmission system'. Photographer Stefan Ruiz is a core collaborator. TWS includes short films, ethnic music CDs and a bilingual 'Magalog' that combines a catalogue with a magazine. Instead of catwalk queens, print ads depict Mediterranean bee-keepers and Bedouins. Says Ray: 'It's important for Camper to stay true to its roots and attitude ...and to propose a [Mediterranean] alternative to the Anglo-American model of globalization and consumption where everybody is aspirational
FOOD & SHELTER / Eschewing the usual fashionbased brand extensions, the Camper ethos has instead embraced food and shelter. Casa Camper, a 25-room hotel, opened last year in Barcelona. A physical manifestation of 'walk, don't run', visitors are encouraged to travel on foot or cycle. It serves as an oasis for guests - 'because simplicity is important in today's chaotic society.' FoodBall, Camper's caf6 and food store, offers organic, locally-sourced fast food served on biodegradable plates.
ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06
LIVING ADVERTS / Camper pio neered the 'brand experience' trend, its fish-tank windows reflecting the company's creative spirit back in the 80s. The Catalan designer Marti Guix6 has left his footprint over Camper retail outlets. Scrawled onto shopping bags is the message: 'If you don't need it, don't buy it' - a worthy sentiment in a wasteful world. The 'Walk In Progress' concept creates temporary and interactive spaces where friends of Camper can scribble graffiti and shoes are displayed on empty boxes. Without a big advertising presence, retail theatre acts as a vital medium for communicating Camper's philosophy.
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ABSOLUT Alliances with the music, fashion and art industries fuse heritage and innovation
ALTOIDS A tongue in cheek approach to advertising makes for a curiously strong brand
CAMPER More egalitarian than emporium, the tale of the world's most reluctant fashion icon
HONDA A marketing 'Dream Factory' gets an invisible brand noticed again
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MCDONALD'S Fighting back with a forthright PR strategy and 'brand journalism'
MTV Having cracked the TV code, MTV's next challenge is to enthrall the digital generation
NIKE Nike doesn't do manufacturing - it does marketing
NOKIA See how this iconic brand uses marketing to bring its technology closer to consumers
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All these case studies are taken from past issues of Contagious. Until March 31st we are offering a 10% discount off the subscription price. CLICK HERE FOR OFFER DETAILS
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PLAYSTATION How the collision of technology, consumer insight and innovative marketing shaped the brand's success
RED BULL The story behind an iconic drink that sells on function rather than taste
STELLA ART0IS Where next for this star of shelf and screen?
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VIRGIN ATLANTIC Non-traditional marketing and unashamed PR create the ultimate challenger brand BUY FOR ONLY £25
Somewhere out there, this is all someone can affo 'Buka Puasa' today.
It is a sad fact of life that thankfully we in Malaysia don't experience. So in the true spirit of this holy month, when one's act of fasting aligns oneself to the sufferings of the poor and afflicted, do spare a deeper thought before you indulge in lavish 'Buka Puasa' spreads. Think about how far the money can go to feed some who are much, much less fortunate.
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