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

ideas + insights + inspiration

AdFest 2007 ics - Sf :s marketing • Air Awards get Kancils backing • Prasoon Joshi heads to Oscars I boggle advertising • Marketing to Mums ^

Free for all?

don t know if you guys have noticed, but the paper war amongst the English dailies has taken an interesting twist. While the Malay Mails revamped look and style is meandering its way to find their own niche audience, the boom in free online news sites had made the life of all local newspapers anything but rosy. The News Traits Times seems to have upped its content quality of late, almost as fast as our air quality worsens. The Star remains the most favourite chockfixll with everything thrown in (and more). While theSun is raking readers on the go and appears so far, to be the strongest challenger to The Star s dominant position. Perhaps thats why a recent event made me wonder if all newspapers will become free one day.... Gamuda Bhd executive director Ng Kee Leen described The Stars 6 to1 pullout as a "a good complementary aid to what teachers are using in class," after a short ceremony to mark the company's sponsorship of 115,000 copies of the pullout and The Star. As a result of Gamudas generosity, 150 schools around the country will receive 100 sponsored copies of each issue of 6 to 1, which comes free with the days copy of The Star. In addition, selected residents of Kota Kemuning, Shah Alam; Bandar Botanik, Klang; and Valencia, Sungai Buloh; which were all developed by Gamuda, will receive free copies ofThe Star along with the 24-page pullout. I am not questioning the nobility of such a gesture but are paid papers taking the free route under a scheme called bulk purchase by corporate, where paid papers are actually being given away free? Interestingly, ABC also shows the number of free copies given away via corporate volume discounts are actually on the rise for both The Star and NST.

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Why are they doing this? Have sales saturated for paid English dailies? Are they taking the free route through an intermediary called bulk sales by companies who see this giving away of free newspapers as their Corporate Social Responsibility (CSR)1efforts. Last year, advertisers spent some RM2.39 billion or 64% of the RM4.56 billion advertising expenditure (adex) recorded, on print like magazines and newspapers. In contrast, almost 29% or RM1.31 billion was spent on TV advertising. So when print gets competitive, advertisers take note!

Five myths about innovation Disregard them, and improve your business

ADOI MARKETING COMMUNICATIONS MAGAZINE

14 A FRUITFUL LIFE AFTER ADVERTISING If there is one thing anybody in the advertising industry must believe, its the fact that there is life after advertising! Contrary to popular belief that you will be lost and how nowhere to go is a fallacy most of us are under but the truth of the matter is there is life.

6 FRIENDS ADVERT1SNG Friends Advertising and Communications Sdn Bhd (Friends Worldwide) hope to spread its wings to several Asean countries this year by setting up joint-venture companies. The full-fledged local advertising agency has signed an agreement with PT Fortune Indonesia and has begun talks with Tropical Communications (Singapore) Pte Ltd to establish a partnership. Friends Worldwide also expects to announce the establishment of joint- venture companies with local partners in Manila, Bangkok and Vientiane soon.

18 0UT-0F-H0MEIV + CONTENT = FUTURE Imagine when you are in the car stuck in a decent jam at Bukit Bintang, in front of you is a giant electronic screen screening real-time road traffic news in the form of motion video of Federal Highway and Jalan Damansara, allowing you to make a decision of which route you plan to use. Isn't it fascinating

maxis

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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 Zulkifl, 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 Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7722 5712, www.adoimagazine.com

22 CREATING STRATEGIC CAPABILITIES The globalization of business activity has been an outcome of the steady dismantling of trade barriers, the increasing availability of global capital, advances in computing and communications technologyand the progressive convergence of consumer tastes. 24 THE BMW ART CAR WORLD TOUR IN KUALA LUMPUR BMW Group, Director of Corporate Communications, Mr. Richard Gaul says, "The BMW Art Cars represent BMW's commitment within the arts and are one of hundreds of cultural engagements that the BMW Group is involved in worldwide. The BMW Group sees the development and realization of cultural projects in cooperation with private and public institutions as a pioneering way of promoting networks within the cultural landscape." 26 HEAD CASES MAKE A STATEMENT It has been said competition brings out the best in people or anything that is in direct competition with what we do. Well, guess what? It's about to get harder for other media boys as PHD, the award winning strategic media agency, launches its Malaysian office as part of a major global expansion of its media agency network across the world. 30 OLYMPIC HOPES This Olympics will pale over Seoul's 1988 coming out' party, and different to Athens historic celebration. It's the opportunity for China to dominate the world stage. In recent years, they have been closing on traditional medal winners the US, Russia and Germany - this event will be a loud crescendo, not so much to signifiy that there is a new player, rather a new leader. 48 DDB INTERNATIONAL MALAYSIA LAUNCHES PROJECT MUMMUM:FOOD FOR THOUGHT? Project MumMum is a comprehensive narrative based on thousand of signs collected and collated by different people from all walks of life.

50 BLOG'EM When I was a lump of clay (read child), this invisible force always told me not to express my opinion and the incentive for me was - no embarrassment, no head on collision with others, what's more talking freely is a sign of freedom and that will not go down well with the "not so free" being. 56 THE CREAM OF BEERS Guinness Draught has been dubbed in most parts of the world as the cream of beers. It is set to be the toast of the town as it begins to hit more urban bars, bistros and pubs alike across Malaysia throughout the year.

69 COUNTDOWN TO ADFEST 2007!

The journey continues as we showcase in this ongoing series outstanding advertising that have created waves in the local ad scene.

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 andmarketing 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.

SAY WHAT " The airline business is just a business but the word airline' makes a difference because people think celebrity and ego. Everyone knows that the passenger doesn't really care about aircraft. Unless you are like Singapore Airlines where it is part of your image, you should only change your aircraft if the cost is better. Here in Indonesia it is all about the ticket price." Rusdi Kiranam- President director and co-founder of Lion Air "At AirAsia, we want 4,000 brains working for us. My challenge is to get people to express themselves and get people to challenge me and say Tony you're talking rubbish.' not people who say'Yes, sir."' Tony Fernandez - AirAsia "Thank God the hotel ballrooms full of mosquitoes; they will keep you from falling asleep." Yasmin Ahmad, talking about the screening of her movie Mnkhsin atMercnre hotel, Ancol, North fakarta "India can make immediate and enormous strides towards becoming a digital leader - if it takes fundamental steps to loosen restraints on industry growth.The size of Malaysia's pay-TV market, for instance, has doubled in the last three years." Simon Twiston Dairies, GEO, Cable and Satellite BroadcastingAssociation of Asia (CASBAA) "There are three ways to a consumer s heart— mystery, sensuality, and intimacy." Kevin Roberts, Worldwide CEO, Saatchi and Saatchi Member of

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

Audit Bureau of Circulation

(6,405 copies)

COVER STORY

Frierh

| ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

COVER STORY

he lights are still on. And in this hideaway along Jalan Gurney, sits one of Malaysia's youngest and up coming ad agencies. In their own RM4mil quaint office and helmed by three seasoned pros - Shahar Noor, Shahrein Zainal Abidin and Abdul Rashid Ahmad. Recently 'retired' Shahar was reported to have said: "For a man who has gone through the fast lane of life, if I suddenly pulled a handbrake and stopped, that would affect my physical health and maybe my brain would slow down," he says with a grin. "I need to exercise my brain and body to ensure that I stay healthy and useful to society in whatever way."

COVER STORY

WHATFHBJDSAREFOR

fter serving Panasonic (M)Sdn Bhd for close to 19 years, Shahar stepped down as its corporate communicaÂ tions associate director in February this year and joined Friends Advertising as Executive Chainnan. Friends Advertising and Communications Sdn Bhd (Friends Worldwide) hopes to spread its wings to several Asean countries this year bv setting up joint-venture companies.

The full-fledged local advertising agency has signed an agreement with PT Fortune Indonesia and has begun talks with Tropical CommunicaÂ tions (Singapore) Pte Ltd to establish a partnership. Friends Worldwide also expects to announce the establishment of joint-venture companies with local partners in Manila, Bangkok and Vientiane in the soon. Friends Worldwide Group Managing Director Shahrein aims to grow the company's

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

annual billings to between RM32mil and R34mil this year. Last year, the agency's annual billings grew to RM26miL Friends Worldwide is a member of the Transworld Advertising Agency Network, which is a union of -agencies in 45 countries that exists to enhance the intelligence, expertise, reach and personal effectiveness of the owners of its members. Here's their story....

COVER STORY

Tell us alittle about the history of Friends and This is our intrinsic competitive advantage that brings our clients closer to us and creates our own why the name Friends? edge over the other agencies. Shahar: Friends was formed 8 years ago Recent readings say Malaysia's adex was by two poor advertising practitioners, Rashid stagnant in the first half of this year (YOY). &c Shahrein. We never had any sugar daddy to How has this manifest itself in your ongoing support us!But what we hadwas passion.Passion business? to excel in this Industry with die objective of I must say it's getting tougher with the proving the ability of local agencies in an industry current situation, very tough indeed. This is that's dominated by international players. Our where we have to be innovative and creative first little office with jus 3 people was located just above a seedy dangdut joint in Jalan Medan in bringing propositions to clients. We were Tuanku. But come to think of it, it was a blessing a bit fortunate, yes only a bit fortunate, as we have got an ongoing contract with a as the loud music from the joint kept us awake at night and working late hours was a norm for government agency that allows us to ensure our overheads are managed. us then. The name was formulated from the culture we wanted to instill within the agency, But we can't be too dependent that, instead of falling back, we've both internally and externally. Hierarchy was decided to scout for seasoned something that we wanted to omit within the agency. What's more important is respect rather proven players in the industry to join the Friends' family and ad than fear. further value to the agency. But You're probably the only ad agency in the like a football game, we are country housed in your own stand alone watching the situation very building? Tell us about this new regional carefully to decide on the headquarters ofFriends} tactics that we need to use It's nice to know if we really are the only local. But don't get the impression the building at different times to ensure that is just a showcase that we want to brag about, far we win the game. from it. There were good reasons why we chose Tell us about some recentworkyou've to do it that way: logistically and economically. done and the clients you handle? We are very involved in the The building is a result of all the hard work that marketing communications initiatives every family member of Friends has put into over of selling Malaysia to the Asean the years. We would like to see the building more of a motivational symbol rather than a boastful countries after being given the trust by Tourism Malaysia. The recent change in for us at Friends. the automotive industry also got us quite The building was planned and designed involved in promoting Perodua's models and by a local architect with inputs by the team. new attractive schemes. Our involvement The designed was such that the hollow part with TH Properties has allowed us to work that runs on all floors parallel in the front end together with client in promoting the new of the building allows everyone in the office to culture of living via their new township at know what's going on at every floor and they can communicate verbally without being too @enstek in Sepang. The recent platinum dependent on aided communications technology. card launched by Bank Islam was also projects. We've also got a client based in India Therefore, no matterwhich floor you are, you will who will be launching a new FMCG product never feel that you are alone. We hope this new which will roll out pretty soon. home of ours will be the beginning of further growth for is because I can safely say that all the You have joined forces with public-listed needed infra support for an international agency Indonesian ad agency Fortune and formed Fortune &Friends.Tell us about this and your is available in our agency. What's the positioning of your agency in this other plans to expand in the region, you had mentioned Tropical Communications in tough marketplace? Singapore and the wish to have 7 JVs in the The key brand values of Friends are region by year's end... simplicity, transparency, integrity, professional, The intention is to be able to have 7 JV's passionate and creative. From this comes the before year end. But priority is to ensure we get philosophy of the agency which is to make complicated issues simple. By identifying a best into the right partnership so that it becomes an fit solution to the issue at hand and reducing the active and profitable partnership rather than same to its most basic communications message. just a partnership that you can only talk about.

Shahar Noor (Executive Chairman) â&#x20AC;˘, our Indonesia partnership, Fortune & Friends' is beginning to show early positive promise though we would like it to move a little faster.The Singapore links has also been finalised with just the operations end that needs to be sorted out. Discussion has also taken place with prospect partners in Philippines and Laos. The regional business prospect can be exciting and

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

COVER STORY

lucrative but the formula must be right to meet this commitment. Once again, what are your agency's business targets for this year? Billings wise, we hope to do at least 30% better than the previous year. But moreimportant is that we want to secure more blue chip account to allow us to demonstrate our true strengths as an innovative and creative advertising agency. Both of you (Shahar and Shahrein)have been on the client's side of the business. How does it feel to be on the agency's side now? Shahar: Well, I started my career in the advertising world with HakuhodoMalaysia. And now I am backinto the ad agencybusiness again, a full cycle. I guess one tend to be passionate about it. My 18 years stint at PanasonicMalaysia definitely provided me with a better edge and understanding on what to do' for clients. The knowledge and experience gained will benefit Friends Worldwide to perform better. And I am enjoying every bit of it. Shahrein:The stint I had atTEMETelekom was to allow me tostrengthen my exposure in the corporate field though communications was never far away from my mind. And I must say it was indeed fruitful. Sincerely, I have always been an agency man and that trait was with me even when I was a client. My bosses used to say I was bias towards the agency especially when it came to deadlines! I knew somehow that I would return to the agency one day and I am glad I did and it was even sweeter that I actually started my own agency! What's your stand with regards to the MIM debate? The MIM debate seems to be a long and winding road issue. For me, the matter should be resolved quicklyand clearly to benefit the industry. Today, things have changed tremendously as compared 20 -25 years ago. We want to move forward and be competitive in the world of advertising, bringing Malaysia on par with the rest of the countries in the region, if not the world. The MAA and 4As should take up the issue with the relevant authorities to decideon what will be the best for the advertising industry in Malaysia. What do you think an ad agency should do to survive the new digital age of media fragmentation? Frankly, as time changes, ad agencies also have to change and adopt accordingly.We have to prepare and propose to our clients the best media plan in order to achieve the best ROI for them. Even creative-wise, we need to be in tune with this new digital age format. And

likewise, agency people also need to be trained and exposed in this area. Finally, we have to be sensitive to this kind of environment in order to move forward.That's what friends are for!

Abdul Rashid Ahmad (Group Executive Director)

Shahrein ZainalAbidin (Group Managing Director)

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

COVER STORY

The creative force powering Fn Kembara

Bank Islam

Enstek

the lie

/attMivm

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

MA N

HOLLYWOOD

JURY PRESIDENT HEAD FOR OSCARS!

Prasoon Joshi

HappyDent JVC BY THE HAMMER

ot many of us may be aware, but McCann-Ericksons Regional Executive Creative Director for South and Southeast Asia is also a celebrated movie lyricist. Double Cannes Gold Lions winner Prasoon, who headed the Film Jury at AdFest this year, wrote all the lyrics for Bollywoods biggest blockbuster movie - Rang De Basanti. And it has now been selected as Indias official entry for the best foreign film category for Oscar Awards 2007! The Oscars will be presented at the Kodak Theater in Hollywood in February next year. The film starring Aamir Khan, Siddharth, Sharman Joshi, Kunal Kapoor, Soha Ali Khan and Alice Patten revolves around a young British filmmaker Sue (Patten) who comes to India to make a film on the revolutionaries - Bhagat

Singh, Sukhdev and Rajguru - who had left an everlasting impression on her grandfather. The film depicts the awakening of the young generation, inspired by the legendary freedom fighters. It is about the empowerment of the youth and has a pan-global appeal. It has already been to nine international film festivals. Spurred by the standing ovation the film got at the Golden Globe jury screening earlier this year, the producer of the film, Mumbaibased UTV Software Communications, will release it all over the USA sometime between December 2006 and February2007, using Foxs wide network so that,"it makes an impact"just before the Oscar season. Prasoon is also the famed lyricist for other Bollywood screen hits like Black (2005), Rok Sako To Rok Lo (2004), Phir Milenge (2004), Hum Turn (2004), Aankhen (2002) and Lajja (2001). He says his many roles help him to remain in a "confused state of mind"- essential for a

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

creative person like him."Finality kills creativity. I want to be confused, by choice." Prasoon also created the latest HappyDent TVC for client Perfeti,which has been sweeping India by storm in recent months! Prasoon Joshi was also been named a Young Global Leader 2006' by the Forum of Young Global Leaders, an affiliate of the World Economic Forum. He is one of 40 Asians chosen for the honour and joins a global community including 410 leaders from all regions and stakeholder groups. The 2006 class of Young Global Leaders includes over60 business leaders, more than 30 government leaders, and dozens of scholars, media and non-governmental organisation leaders.Prasoon joins a community representing 90 countries that includes Larry Page and Sergey Brin, co-founders of Google; Mikheil Saakashvili, President of Georgia; Kumi Naidoo, Secretary-General and Chief Executive Officer, Civicus: World Alliance for Citizen Participation.

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CASH

A Fruitful Life

AFTER ADVERIISMG

From advertising to retail and human resource, Keith Khoo believes there is life after advertising BY RAJ KUMAR

f there is one thing anybody in the advertising industry must believe, it's the fact that there is life after advertising! Contrary to popular belief that you will be lost and how nowhere to go is a fallacy most of us are under but the truth of the matter is there is life. So says Keith Khoo, managing director of Imax Merchandising. After more than 15 years in advertising, Keith realised he wanted to do more. "That is when it dawned on me that the relationship I had developed with some of the clients over the years had grown into more than agent-client. It was friendship and trust. They realised we could advise and point out how to improve their businesses from an advertising angle. It was about how we could get the best results from brand positioning and how they came across to the consumers," says Keith. It was then 2 years ago did Keith decide

'We are the last smile in consumer marketing. We provide the human resource, brand audit to ensure retailers know how well a certain product of theirs is performing. We are only one of the two companies in Malaysia that provides such a service," adds Keith. It was sheer belief and conviction that propelled Keith to pursue this dream. "At Imax, we create opportunities for school leavers to earn a decent living income. All our staff are Malaysians. I feel strongly thatwe must give our youth first choice for employment," comments Keith. "It's a niche market we are in at the moment. Up to date, we have up to 150 service staff nationwide.We believe we should provide an avenue for them to improve themselves constantly. We conduct classes at our office here regularly to achieve this," adds Janette. "Efficiency is crucial in this business. We have one personnel at all times in any hypermarket throughout Malaysia. We can inform any of our clients if any which product is in shortage on the

IT WAS ABOUT HOW WE COULD GET THE BEST RESULTS FROM BRAND POSITIONING AND HOW THEY CAME ACROSS TO THE CONSUMERS to set up Imax Merchandisingwith his partner, Janette Sam, who directs the operations and business development arm of the company. Imax Merchandising specialises in retail merchandising, an area of marketing and positioning of brands that is only now gaining popularity in Malaysia. "Under our flagship, we have more than 200 brands. Diethelm group signed up with us and since then we have not stopped. BOH Tea,Tiger Balm, Carlsberg are just some of the brands all over Malaysia.The hypermarkets we are positioned in are like TESCO and Giant nationwide," says Keith.

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

shelves orwhichever product that is approaching expiry anytime,"she continues. Both Keith and Janette agree that Imax Merchandising without a doubt has taken retail merchandising to a new level here in Malaysia. "We have not only raised the bar in terms of giving retail merchandising a quality of its own here in Malaysia, but also created jobs. We have submitted our model to the Ministry of Human Resources on how we are helping Malaysians," said Keith. If there were more people who think like Keith and Janette, Malaysia Boleh can be realized.

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MEDIA

C ONSUMPTION

MEDIA CONSUMPTION REMAINS STABLE IN

MALAYSIA N ielsen Media Research has announced the mid year findings of the 2006 Nielsen Media Index. As at the 12 months leading to end of June 2006, consumption of most media including traditional media such as newspapers, TV and radio in Malaysia has remained stable compared with the same period last year, although entries of new titles and channels have increased competition in the respective media (see table 1).

Print Over a period of six years, the overall readership of Any Dailies yesterday has been steadily increasing from 50 percent in 2001 to 54 percent in 2006. This increase is attributed mainly to the increasing readership of Bahasa Malaysia dailies. Chinese and Tamil dailies' readership remains stable while English dailies dipped slightly (see chart 1). For newspapers, yesterday's readership for both Utusan Malaysia and Berita Harian declined from 11 to nine percent. Despite a decline in readership,Utusan Malaysia remains a newspaper option for the upscale readers such as Professional, Managers, Executives, Businessmen (PMEBs), high-income earners and people living in market centres. Harian Metro has made it to the pole position at 12 percent reach. A new entrant launched in 2005, Kosmo's yesterday readership reached one percent (see chart 2). Compared with the same period last year, a slight decline in English dailies readership was seen across all English titles. Nevertheless, The Star remains the leader at eight percent (see chart 3). Among all language titles, The Star also has the highest growth (+4% points) among condominium dwellers. Among Chinese dailies, Sin Chew Daily continues to dominate at eight percent,followed by China Press at six percent. Guang Ming, Nanyang, Kwong Wah and Oriental Daily News are in a range of three to one percent respectively (see chart 4).

In terms of Tamil dailies, Nanban is still ahead ofTamil Nesan with 2 percent readership (see chart 5). "In general, readership levels were marginally higher for the period July'04-June'05, possibly driven by interest in world events like the 2004 Olympics, World Cup, terrorist bombing in neighboring countries and theTsunami incident," said Rebecca Tan, Executive Director, Nielsen Media Research, Malaysia and Singapore. Past month magazine readership increased slightly from 25 percent last year to 27 percent this year (Jul'05-Jun'06) (see table 1) and registered an increased among PMEBs (+2% points) and Housewives (+2% points).

Terrestrial and Satellite TV

The totalTV viewing trend for the past six years has been on a steady increase, from the 89 percent reach in 2001 to 93 percent in 2006.This increase is contributed mainly by the growth in satellite TV viewing, which was primarily driven by Malay viewers (+7% points). Across the free-to-air TV channels (viewed via free-to-air, or satellite) for the period July'05June'06, TV3 remains the leader, reaching 76 precent of the adult population, followed by RTM2 with 59 percent. NTV7 dropped two percentage points to 45 percent, while both RTM1 (+2% points) and 8TV (+12% points) increased to 45 percent and35 percent respectively The significant increase in 8TV is boosted by its availability via satellite (see chart 6). Astros Wah LaiToi and Ria continue to be the top satellite channels to watch, each reaching 28 percent of yesterday viewing.

Radio From Nielsen Media Radio Audience Measurement (RAM), total radio listeners remain steady at 14.2 million (or 92 percent) among individuals aged 10 years and above in Peninsular Malaysia. On average, radio attracts 2.1 million (13 percent) of people in any given 15-minute time-slot throughout the day and

H ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

TRENDS an average radio listener tunes in for 24 hours a week (see table 2). Era FM remains the most listened-to radio station, followed by the new entrant Hot FM (debut in February '06). THR, My FM, Sinar FM and 988 ranked from third to sixth position respectively (see table 3). Among Chinese and English stations, My FM and Hitz FM continue to lead. Among RTM radio stations, Muzik FM tops the list, followed by Minnal FM, Kedah FM and Kelantan FM. The recent entry of three radio stations - Hot FM, Fly FM and Suria FM - has significantly increased competition, and radio listeners are also presented with more choices than before.

Internet Although overall past week internet usage remains stable at 15 percent, there is an increase in users within market centres (+2% points). Internet users continue toskew towards PMEBs, other white collar workers and students.

PowerScreen The past month audience for PowerScreen is 3.6 million, or 27 percent of individuals aged 15 years and above in Peninsular Malaysia (see table 1). PowerScreen attracts people living in market centres, PMEBs, aged 20-29 years, Chinese, and those with high monthly household income.

PosAd Opportunity reach for Posad increased from 60 percent in July'04-June'05, to 66 percent inJuly'05-June'06, due to the increase in media points within Posad outlets. Posad's highest reach is Trolley Ads at 63 percent.The reach for other Posad mediums like Sound Ads, Shelfvision, Floor Ads and Prime Channel, all registered an increase.

Vision Four Guide The number of people who visited a hotel with Vision Four in the past three months remained stable at 4 percent (see table 1). Vision Four Viewing Guide is likely to attract PMEBs, those with high monthly household income, people with mutual fund/unit trust, and air travelers.

Cinema Adults that have been visiting the cinemas for the past 2 weeks and past month remained relatively low at four and nine percent respectively. PMEBs, other white collar workers and students continue to be major cinema patrons.

MEDIA

CONS UMPTION

TRENDS

Table 3: RadioStation Weekly Audience Reach

Table 1: Radio Listenership July'04-June'05 ('000) Reach% 93 12,220 81 10,699 66 7,977 54 9,292 27 3,858 27 3,277 15 1,838 4 621 4 532

July'04-June'05 ('000) Reach% 92 12,220 81 10,699 60 7,977 55 9,292 29 3,858 25 3,277 14 1,838 5 621 4 532

(Base: people aged15+ in Pen. M'sia) Media Total TV (yesterday) Radio (past week) PosAd (past month) Newspapers (yesterday) PowerScreen (past month) Magazines (past month) Internet (past week) Cinema (past 2 weeks) Vision Four Guide (past 3 months)

%Var

ParticiDatinq Channels EraFM HotFM THR.fm My FM Sinar FM 988 Hitz.fm Muzik FM Minnal FM Kedah FM Kelantan FM Ai FM Xfresh Liqht&Easy Mix FM

•

+6 -1 -2 +2 +1 -1

Source: Nielsen MediaMedia Index Table 2: Radio Listenership Sweep 1 2005 92% 14,241 13% 2,054 24.2

Sweep 2 2005 92% 14,230 13% 2,052 24.2

(Base: people aged 10+in Pen. M'sia) Weekly reach ('000) Average audience ('000) Average time spent a week (hours)

BM BM Bi-linqual Chinese BM Chinese Enqlish BM Tamil BM BM Chinese BM English English

Source: Nielsen Media Radio Audience Measurement (RAM)

Weeklv audlience reach '000 2.8% 434 2.6% 410 2.5% 489 2.4% 370 2.2% 339 1.8% 278 1.7% 269 1.7% 266 1.5% 232 1.3% 204 1.2% 180 1.0% 161 0.8% 123 0.8% 123 0.5% 77 0.4% 61 0.3% 53

Lanquaqe

Particioatinq Channels Fly FM Nasional FM Terenqganu FM Perak FM KLFM redfm Melaka FM Johor FM Mutiara FM Pahanq FM Klasik FM Perlis FM TraxxFM Selanqor FM Neqeri FM Asyik FM Langkawi FM

Weeklv audience reach '000 40.2% 6.227 18.9% 2,922 15.6% 2,414 15.4% 2,384 14.0% 2,168 10.7% 1,649 8.7% 1,349 7.5% 1,154 5.9% 919 5.0% 768 4.8% 739 4.1% 630 3.9% 597 3.5% 539 3.2% 494

Lanquaqe

English BM BM BM BM Bi-linqual BM BM BM BM BM BM Enqlish BM BM BM BM

Source: Nielsen Media Radio Audience Measurement (RAM) Chart 1

Growth in yesterday dailies readership over last 6 years % too -**~Any Daily

80 Bahasa Daily

UM'sia: continues to attract upscale readers despite decline in readership HMetro: increased by 1% point & assumes pole position -tfr-Any BM Daily

40 30 23

Harian Metro

-m~~ Berita Harian

40 •-English Daily

* -000:

—

*~3~~""

* 10

Utusan Malaysia

9 *1 —

2001

2002

2001

2002

2003

2004

2005

2006

11.422

12,603

Base *00O: 11,422

12,603

12,993

13.139

13,284

13.428

Kosmo!

Chart 4

Chart 3

Although readership of English dailies has declined slightly, The Star maintains pole position

Chinese dailies readership stable — Sin Chew Daily continues to lead the pack

-Any English Da By

—*V-Any Chinese Daily

19 A-

The Sun

CHt— ~ 2

13,139

12,603

Base 000: 11,422

Base '000:

-•"Sin Chew Daily —"—China Press

2001

*~5

Guang Ming

——

Nanyang

—o— Kwong Wah

*Z2

Oriental Daily News

2001

2002

2003

2004

11,422

12.603

12,993

13.139

Chart 6

FTA stations (via FTA & satellite) — TV3 still leads, followed by RTM2

Tamil dailies: stable readership % 20

•i

100

F~ • 68

-A-Any Tamil Daily

Nanban 5 2 0 L Base *000:

m1 ^ 2001 11,422

. 3

a-**=

t~ 2002 12,603

#==-

« -

2003

2004

2005

2006

13,139

13,284

13,428

Base: Adult Age 15+

• TV3 ——RTM2

57^*"

—<r—NTV7 43

""""35

—+•••• RTM1

~W~ Tamil Nesan

12,993

-•-Any FTA/ satellite

-*-8TV 2001

2002

2003

2004

2005

2006

Base O 00: 11,422

12.603

12,993

13,139

13,284

13,428

Source: Nielsen Media, Media and Consumer Insights

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

POWER

Â®VQUI

NEWS

VOtjr store$

Creative use of PowerScreen by MasterCard in conjunction with Mega Sales

Out-of-home TV +

Imagine when you are in the car stuck in a decent jam at Bukit Bintang news in the form of motion video about the Federal Highway and Jalan Isn't it fascinating! BY STEVE MILLS

his technology is already in place, developed by PowerScreen; powering real-time information through PowerScreen in 4 major market centres in Malaysia. I managed to sit down with Peter Choo, the man behind the success of PowerScreen on how he drives a brand new media category in recent years before he takes a break from his hectic day work "The recent 3 years saw a huge transformation of technology convergence of media. Consumer are demanding for greater sophistication in term of message and advertising delivery methods and the rate of technology adoption is never like before", says Peter. "Our starting point of technology innovation is having the mindset to consume technology on a constant basis. Of course, the will to turn it into reality is the ultimate power game", says Peter Choo, the Chief Executive Officer of Hi-QMedia. The convergence of applications such as http, WiFi and Bluetooth, 3G into digital media or even traditional media such as billboards is becoming a reality, many of these new technologies are already implemented in New York and Japan.

"At the peak of our business, we do not sit advertising messages &commercials. back and enjoy the seeds that we sow, instead "Since the infrastructure is able to deliver the team has spent great amount of effort in information in real-time, naturally, we bring staying ahead. Staying ahead means getting relevant news to people such as Real-Time ourselves to difficult things, this forming the Road Traffic News, Stock Quotes & Indices, culture of organization." Daily Headlines;Hourly Breaking news;World While the perceived attractiveness of the Forex; World Time &World Temperature." industry do attract many small and big screens "Understanding the power of content, we players coming into the market, PowerScreen took our client s advertising who is a sponsor of has to take a quantum leap forward to make the the FIFA World Cup 2006 to develop touch competition irrelevant."We decided to develop point with the consumers during the WorldCup real-time display technology. While we push Germany 2006 Finals. Hotlink was taken hard, we do follow 2 basic guiding principles to ground to interact with audience in huge in staying ahead:" association with WorldCup during the final â&#x20AC;˘ Content match, where it is obviously the most anticipated â&#x20AC;˘ Network InnovationContent outcome the world wanted to know." Content is taking control of advertising media such as TV and press rather than otherwise. The World Cup program is typically a content which has 100 of millions of followers. Content provides entertainment, facilitate decision,and develop conversation among people. Hence, PowerScreen Penaja Utama Siaran should be known to Piala Dunia FIFA 2006 deliver relevant content apart from screening

r maxis i

in front of you is a giant electronic screen showing real-time traffic Damansara, allowing you to make a decision which route to take.

POWER

"PowerScreen was the main backdrop and screen for the greatest show on earth - FIFA World Cup Final live screening in Bukit Bintang. The show started with a big bang at 7pm and lasted for 10 hours with nonÂ stop fun & party before the kickoff, was rated as the biggest ever football street carnival in Malaysia. The Hotlink Germany '06 Grand Finale Carnival" in Bukit Bintang attracted some 60,000 people who turned entire stretch of Jalan Bukit Bintang into a sea of people. "It is a typical example how touch point was developed for a brand via a convergence of brand value, media, content & consumers." NETWORK INNOVATION "Times have changed. Decades back, we have 24 hours a day. Now, we still have the same among of time. However, the activities we involve ourselves in might be 5-10 folds more. What do we do to adapt to situation as such?

The results: People just want things fast, brief and cut the mass. They want to see, hear and touch selected things in real time rather than being patient to go through the whole process. We gather this wisdom and develop our message delivery at fastest speed to our audience. Technology drives speed, technological media has to deliver interesting information audience in real time, while advertising ride on it. "It's is easy to generate buzz when what you are doing is genuinely cool." People get excited with live programs, breaking news; up-to-date information, so that they can tell others". We intend to capitalize on this notion.

NEWS

0NUNE REAL-TIME TECHNOLOGY We have taken this quantum leap towards technology race in anticipation of shifting of media trend.The rapid adoption of technology in the US on convergence of transporter viz. Http; WiFi, Bluetooth, 3G, broadband has resulted many innovative campaigns being successfully implemented.While most screens (either small or large) generally run on a simple looping concept, PowerScreen has moved ahead to develop integrated live- feed content on the display. The real time connection bridges real-time information and content to PowerScreen located throughout Malaysia in a nick of time. With the technology in place,PowerScreen is able to display real-timeWorld Temperature; World Time; Forex; Stock Quotes and Indices; Breaking news and real-time Traffic Conditions of busy streets in various parts of Malaysia.

MEASUREMENT The integration of technology such as WiFi and Bluetooth allows a particular medium to interact with consumers with immediate and measurable respond. For advertisers, it really turns out-of-home media into a directresponse mechanism by using BlueCasting (Bluetooth technology used to allow simple download of cool stuff). All this sums up the rapid progress of out-of-home digital media such as PowerScreen. FUTURE OUTLOOK The future of the PowerScreenÂŽ business looks bright with the recent mindset of consumers' willingness to adopt technology in greater speed. The development of Internet Protocol (IP) has help to technology progress of the country depends on the former as speed drives technology and technology drives the country progress.

The recent 3 years saw a huge transformation of technology convergence of , , ^^ media. Consumer are demanding for greater sophistication in term of message and advertising delivery methods and the rate of technology adoption is never like before

|||||MM||||||||||||iMM||W||||||M|||||||||||||||)| M|||||a|M M||M

0 ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

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IShriro is celebrating its 100th anniversary in 2006, YEARS in 16 countries and regions worldwide.

d Knowledge nal Learning j Economy

Management in the

he new economy is characterized by three distinguishing characteristics: globality; intangibility; and interconnectivity. The globalization of business activity has been an outcome of the steady dismantling of trade barriers, the increasing availability of global capital, advances in computing and communications technology and the progressive convergence of consumer tastes. Firms gain competitive advantage through the acquisition, holding and subsequent use of strategic assets. Tangible assets are nowadays easily accessible, imitable and substitutable. The focus has been gradually shifting from tangible to intangible assets as strategic assets capable of generating sustainable competitive advantage and superior performance. Intangible assets vital for competitive advantage comprise of consumer trust, brand image, control of distribution, corporate culture, the talent of people and leadership skill, as well as accumulated learning and experience. Inter-connectivity highlights the vital role of partnerships leading to the boundary less organization.The twenty-first century business organizations need to face: customer empowerment, the intensification and changing nature of competition; and the enhanced dynamism and complexity of the environment.Products and services are increasingly being defined as"experiences," while new concepts of the customer as "codesigner" gain increasing popularity.

The common denominator to the successful integrated planning, development and implementation of strategies leading to value creation is organizational learning and knowledge management.In the highlyuncertain business environment of the new economy firms, an approach to strategy requires the firm to engage in a sustained process of probing and learning for identifying and developing viable strategic options.In this sense, the management of knowledge in and by a firm may be seen as the basis of its initiatives towards achieving and sustaining a leading competitive edge. For too long, creativity has been viewed from the purely aesthetic perspective.Aesthetics

2 ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

are the packaging of an idea.The real equity lies in the idea itself and big creative ideas come from only one source - identifying the specific commercial issues a business is trying to solve. To do that we have to be able to understand business and how it works. As an industry we need to learn to talk in the same language as our clients, and marryeffectively creativity and strategic thinking. Our businesses need strategists as well as creative thinkers to be involved in all parts of the process, so that the results will always be based on solid business reasoning that our clients can understand. Growth is not just about more money, but about developing people. There is a war talent out there, and we need to offer our opportunities to develop their skills or will go elsewhere. Successful businesses embrace change and make it part of their culture. If we are not as flexible as our clients in rapidly adapting to change, then how can we expect them to value us genuinely as business partners? Inside your company are people whose knowledge and expertise are vital to your firms survival. They can quickly size up complex situations, recognize patterns that others don't see, and make wise, seemingly intuitive, decisions that lead to good results.That which enables these individuals to produce such value is not simply IQ_or talent, but a potent form of experience- based wisdom that drives both organizational competitiveness and personal success. These people have tacit knowledge which is hard for other organizations to copy. How can such people be cultivated and leveraged across the whole organization? To be successful in the new economy, organizations are required to innovate and adopt hence learn far more quickly and effectively than their counterparts. Effective learning means shifting not only what gets learned but how learning takes place and evolves in organizational contexts. This requires developing strategic learning capability by linking organizational learning and knowledge management in and among organizations.

The author is the Principal of Thillai Varna &Associates, a management and business consultancy firm He can be contacted at thillaivarna@time.net.my

.No.11, Level 2, The Right Angle, Jalan 14/22, 46100 Petaling Jaya, Selangor Darul Ehsan Tel : 03-7958 8787

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B ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

COLOUR

WHEELS

THE BMW

ART CAR

World Tour in Kuala Lumpur Malaysia is the first stop for the international museum exhibiton about "rolling sculptures"

he BMW Group started the world tour of its unique and rare BMW Art Car Collection in the Malaysian capital today BMW cars designed by artists Frank Stella (1976), Roy Lichtenstein (1977), Andy Warhol (1979), and Ken Done (1989) are being presented at GALERI PETRONAS in KLCC until October 22,2006. BMW Group, Director of Corporate Communications, Mr. Richard Gaul says, "The BMW Art Cars represent BMW's commitment within the arts and are one of hundreds of cultural engagements that the BMW Group is involved in worldwide. The BMW Group sees the development and realization of cultural projects in cooperation with private and public institutions as a pioneering way of promoting networks within the cultural landscape." Gaul added that the BMW Art Car World Tour will take the rolling sculptures to Singapore,Philippines, Korea, Australia, New Zealand, India, Taiwan, China, Russia, Turkey, the United States of America and Europe.

The initial idea for the collection, which was to have an automobile redesigned by an artist, was introduced by Herve Poulain, an auctioneer and ardent racing driver from France. It was upon his initiative that his American friend, an artist by the name of Alexander Calder, transformed his BMW racing Car - a BMW 3.0 CSL - in 1975. The first vehicle to establish a symbiosis between the world of art and the world of motor sport later participated in the 24-hour race at Le Mans. Prompted by enormous enthusiasm for this work of art on wheels, BMW then established the Art Car Collection. In the initial years only racing cars that had taken part in the renowned 24-hour race at Le Mans were worked on. Later, production cars were added to the spectrum. The final work of the series to date was completed by the American concept artist Jenny Holzer,who covered the surface of a BMW V12 Le Mans racing car with her word art known as "truisms". The 15 exhibits which have thus far been presented in the BMW Art Car Collection include works by well-known artists such as Frank Stella, Roy Lichtenstein, Andy Warhol, A.R. Penck, David Hockney and Jenny Holzer. Director of GALERI PETRONAS, Tengku Nasariah Tg Ibrahim, said the gallery felt privileged to be chosen as the venue for the BMW Art Car World Tour debut. "As the first in the region to present the BMW Art Cars, GALERI PETRONAS is honoured to join the ranks of other prominent art galleries and museums in the world. In their way, BMW's efforts and involvement in cultivating the appreciation for art among the public is indeed commendable. This is very much in line with PETRONAS' objective for establishing GALERI PETRONAS which is to inspire Malaysians and promote holistic development.

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

MIND

BLOWING

MMFPsraP Award-winning media make their presence felt in Malaysia BY RAJ KUMAR continued â&#x20AC;¢

1800 806 123

gettyimages.com/rightsready

t has been said competition brings out the best in people or anything that is in direct competition with what we do.Well, guess what? It s about to get harder for other media boys as PHD, the award winning strategic media agency, launches its Malaysian office as part of a major global expansion of its media agency network across the world. As part of the Omnicom Media Group, PHD possesses unique proven and tested proprietary tools and processes to help clients achieve their communications and marketing goals, setting them apart from competitors. "We have a four-step process known as ETNA. It stands for Exploration, Thoughtleadership, Neuroplanning and Action Planning. Its unique Neuroplanning stage includes the use of MRI scans and interactive sessions in which data on how different media can influence people is used to help identify the most effective strategy and channels," says David Pattison, CEO, PHD Worldwide. Launched in the United Kingdom in 1990 as the first strategic media agency, PHD was founded by David Pattison, Nick Horswell and Jonathan Durden- hence the name.The agency prides itself on the underlining principles of ideas, talent, honesty, integrity and decency, as well as being a nice company- one that David describes as "treating people as you would like to be treated, and doing things for the greater good, not just for the short term gain." Nice! With this rollout, PHD clients will immediately have access to a powerful global network of country offices. All new PHD country locations will be established from the depth and breadth of existing local Omnicom Media Group offices, fully leveraging the media resources and buying scale of Omnicom. Mike Cooper, CEO Omnicom Media Group Asia Pacific says, "PHD may not be right for every client. We do not see ourselves as a commodity product.We are a challenger brand that wants to out-think the competition." Mike also emphasised that clients will now have an option of what type of media company they would prefer to use. "Its really good for the industry here that we have come aboard. There will be more intellectual planning from media agencies.

A pioneering communications planning approach

Pioneering quality of thinjkir>0 and execution within coromumeations

PHD, as clients will find, \ - Jp|â&#x20AC;&#x17E; is an exciting prospect on how we execute media plans. Clients are spending more and more in this part of the world on media." adds Mike. Mike however, did agree that traditional media is being replaced with digital media but l^pglBr traditional media is not Wm- JBf necessarily losing out. ml mm "The big change mr is digital media. Other areas are facing a sort of decline especially in the United Kingdom and USA, The switch across to digital is up to 65% - enormous in these markets. As far as the United Kingdom is concerned, there is less brand activity. It s mostly short-term based," he comments. "Whilst there is a shift in spend, traditional media owners aren t really losing out. Growth is saturated to a certain extent but digital video

We start with the space 1 bttwMn the

clips are really going great guns. Some of these videos are very highly rated in terms of quality." "Malaysia is a mature market in terms of media. Consumers know how to differentiate quality and brand building here is excellent We at PHD are a high quality, innovative and research based organization. Business will come. We are confident of that," concludes Mike.

We do not see ourselves as a commodity product. We are a challenger brand that wants to out-think the competition ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

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.

Astro Media Sales

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Fax:603-9543 0566 or email: mediasales@astro.com.my Astro and Astro logo are trademarks of MEASAT Broadcast Network System Sdn. Bhd. (240064-A)

astro making your life richer

SPORTS

MARKETING

8 of top 10 prompted awareness local brands Q7-2 The following are some brand/company names Can you tetme whether or notthey are Ofynt

Greg Paull is Principal ofR3, (www.rthree.com) an Asia - based consultancy focused on marketing efficiency and effectiveness 30

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Source -R3,TNS Spoit -Base 1.500respondents June 2006

Malay Newspaper

Bureau of Circulatio - July 200

FAREWELL

MALAYSIA BATESASIA MALAYSIA NEW HEAD BatesAsia has named Ajay Thrivikraman managing director ofthe agency's Malaysia operation, a role which he will continue to hold in conjunction with his current role as executive creative director.In hisexpanded role, Ajay will continue to report to Shukri Rifae, CEO of BatesAsia (Malaysia). PANASONIC LOOKING AROUND? Panasonic Malaysia is said to be looking to consolidate its US$2.7 million media business into one agency. KAYU ADVERTISING The Kayu Nasi Kandar Restaurant has introduced its clients and patrons to a a taste of digital signage, following the implementation of their very own visual communications channel - based on Scala InfoChannel - at its Petaling Jaya outlet recently M&C SAATCHI WINS NYF BRONZE M&C Saatchi Malaysia won the New York Festival 2006 Bronze World Medal award with its press and poster campaign for Celcom. Dubbed Topography, a campaign of 3 press-cum-poster ads to promote Celcoms domestic and international mobile telephony coverage.What appears to be an ordinary map turns out, upon closer scrutiny, to be a surprisingly intricate topography crafted out of merely one headline. M&C also won Finalists Certs for Botanique Slimming Cream and Zang Toi Fashion Cafe - 2 Finalist certs, and Ole Cafe (Copywriting). TBWA-ISC\WINS BRONZE AT NYF TOO TBWAs Malaysian Group won a Bronze World Medal fot the launch campaign for Samsonites new Flite series using the brick wall concept and two finalists for Whiskas and Samsonite s new Flite series. They also earned two more finalists nominations at the Asia Travel and Tourism Creative Awards. MALAYSIA WATTS FOR TARIFF REVISION Malaysia will wait for a new government to take power in Thailand before pressingfor fresh negotiations on a lingering bilateral vehicleimport tariffdispute.Trade minister Rafidah Aziz said it was best to let a new Thai government be formed before communications resumed. The previous Thai government had been determined not to cut the tariff to five percent from 20 percent on vehicles produced in Malaysia, she was quoted as saying.Thailand is Aseans main automotive manufacturer, focusing chiefly on pickup trucks, while Malaysia is the regions largest passenger car market. NIKE NIPS THEM YOUNG NIKE isinviting talented,young local artists to create a piece of art from Nike shoe components through its Holiday 2006 Premium Performance "Born From Obsession"Art School Contest. The contest, which kicked off on Sept 20, gives participants a chance to win a RM1,000 shopping voucher from Nike, and an exciting opportunityto display their work at the Nike store in Mid Valley Megamall.

DAVID

STAR NAMES

DAVID BUT0RAC

PRESIDENT, PLATFORMS

tar has announced the appointment of David Butorac as its President, Platforms. Butorac will report to STARs Chief Executive Officer, Michelle Guthrie. In this newly created role, Butorac will be responsible for developing opportunities in platform business across Asia to enhance the delivery of STARs content to the consumer. He will also work to strengthen the operations of STARs joint venture platforms, especially in light of the recent launch of the Tata Sky satellite service in India. Commenting on the appointment, Michelle Guthrie said, "As we continue to drive more quality content to more people across Asia, the distribution platform side of our business has become increasingly important to the success of our future growth.The need for someone of David s caliber became apparent, David s pay TV experience in Asia, as well as with News Corporation platforms Foxtel and BskyB, gives him credentials that are unmatched, and we feel very fortunate to have attracted him to STAR." Butorac said,"With diverse services and businesses that span Asia and beyond, STAR is a unique media company and I am very excited to come on board and work with Michelle as well as with the rest of STARs talented team. With a lot of growth still to come in the region, I look very much forward to playing a part in STARs further development, particularly with its platform businesses." Butorac will join STAR in November; upon the completion ofhis current duties as Group Chief Operating Officer, ASTRO ALL ASIA NETWORKS pic. Butorac, 44, has vast experience in the field of broadcasting, prior to joining fl ASTRO as Chief Operating Officer in 2002, he worked for 14 years at British Sky Broadcasting (BskyB) where he held a series of positions, including Head ofOperations, BskyB, from 1992 to 1995 and Station Manager from 1995 to 2002. While on temporary reassignment from BskyB, he served as Operations Director for the launch of Foxtel in Australia in 1995 and undertook consultant roles for other News Corporation broadcast companies. Prior to 1989, Butorac worked in television news broadcasting in Australia and the U.K.

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

From large corporate sites to full-blown engagement campaigns to online advertisements, Arachnid is fully-equipped to deliver anything your interactive and engagement marketing campaign needs, no matter what the scale or scope. Of course, it won't just be quantity and timeliness that you're getting. With over years' experience in delivering the best Creativity, Strategy, Technology and Analytics to the world's best-known brands, you can be assured that our solutions art the best there are on the market. Take advantage of our resources and expertise to bring your interactive and engagement marketing to the next level. Let's chat.

arachnid digital brand interaction arachnerds@arachnid.com.my

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MOBILE

ASIA PRASOON JOSHI DOES MBOX

Microsoft XBOX 360 hasannounced AkshayKumar as their brand Ambassador. XBOX 360 will be the first ever gaming company to launch its console in India with 2 models Core and Pro, with more than 100 games available to a gamer within a period of one year. The creativeagency for MicrosoftXBOX 360 is McCann Erickson with PrasoonJoshi ascreative director andthe ad filmis directed and produced by Ram Madhavani of Equinox films.

XM ASIA PACIFIC WINS NOKIA GLOBAL XM Asia Pacific, beat a host of world class digital agencies from US and Europe to secure mobile giant Nokia's global Find and Compare project. Commencing September 2006 and over the following 3 months, XM Asia Pacific will be developing and executing the broad Find and Compare strategy.

MNC taps into

new market

MNC and Nu-Efektif sign MOU under SmartCOOP Programme

SAATCHI LAB WINS CfTROEN Saatchi LAB, an independent division of the Saatchi &c Saatchi network, has been appointment by Cycle & Carriage as the brand and creative agency for Citro n cars, worth S$1million, following a three-way strategic and creative pitch involving BBH and Y&R. The Citro n brand now joins Saatchi LABs recent business wins,including BenQ^Siemens,Fujifilm, Martell VSOP and SBS Transit.

JWT MEAN BUSINESS JWT president Michael Maedel relocates from London to Singapore spurringJWT s aggressive plans for growth in Asia.

AMEXRAPP COLLINS Amex has awarded Rapp Collins Singapore the strategic lead on its roster of relationship marketing agencies, a couple months after removing 141 Worldwide and Gosh Advertising from the account.

BURNETT AINTLOVINTT McDonald's and Leo Burnett have ended their 15-year relationship in Singapore,with the Publicis Groupe agency resigning the S$10 million business and the DDB Group is now the agency of record for McDonald's.

NO BUTTER AT BATEY The Batey Group owned by WPP will close its Batey Ads Malaysia office soon. One of its major clients is Singapore Airlines. This follows the closing of Batey Retail Malaysia. Batey Ads in Singapore has also lost major clients including STB, Starhub and OCBC.

HK STAR SUED FOR FALSE ADVERTISING A woman in south Chinas Jiangxi Province has filed a lawsuit against a Hong Kong movie star for "misleading" advertising for an anti-wrinkle product of a multinational company."The Hong Kong star, Carina Lau should pay for cheating customers with misleading advertising," said furious 43-year-old Lu Ping. She filed the lawsuit against Carina, who appeared in advertising for Japanese cosmetics brand SK-II owned by Procter & Gamble.

CNBC SOLE WINNER AT IPCOM CNBC Asia Pacific is the sole recipient of a nomination for the 2006 MIPCOM Mobile TV Screenings and Awards, for news genre. CNBC Asia Pacific's mobile news feature was nominated for 'Best Repurposed Content from Existing Film or TV Property'. CNBC Mobile was one of5 projects nominated in this category. MIPCOM is the global content event for co-producing, buying, selling, financing and distributing entertainment content across all platforms. It's being held in Cannes this year.

EPSON PICKS GOSH FOR SEA Epson has awarded its Southeast Asia creative account to Gosh Advertising, following a five-way pitch that included incumbent FCB and other agencies from Singapore, India and Thailand.

MARKETING

iiii^TOILl!ili.L*,;

NC Wireless Berhad (MNC) increases its customer base with the conclusion of a Memorandum of Understanding (MOU) Signing Ceremony to establish another SmartCOOP s collaboration between MNC and Nu-Efektif Sistem Sdn Bhd (Nu-Efektif). SmartCOOP, managed by Nu-Efektif is a programme, which provides cooperatives and its members an allied direction and common identity, and ascertains certain profits from the cooperatives goes back to its respective members.The programme is also endorsed by the Ministry of Cooperative Development (Jabatan Pembangunan Koperasi), which is acknowledged by all cooperatives in the country. MNC, a public listed company on Bursa Malaysia is a pioneer in the mobile value added services (mobile VAS) in

the country.The company offers a complete range of mobile VAS for both the consumer and enterprise markets. In the MOU, MNC will provide its mobile VAS expertise via its flagship product, Go!SMSâ&#x201E;˘ (a web-based DIY mass messaging tool) to support SmartCOOP in the area of mobile communication and mobile marketing. This synergy collaboration will see both parties work together to ensure all SmartCOOP s members to benefit from the mobile VAS technology, enabling them to stay in touch within the community and exchange news and updates on existing cooperatives with just a click of a button. During the signing ceremony, Yang Berhormat Datuk Seri Panglima Abdul Kadir Bin Haji Sheikh Fadzir, Chairman and Independent Non-Executive Director of MNC said, "Short Messaging Service (SMS) has evolved from being a Value added service' to 'todays necessary tool' in all our mobile phones. Besides being a communication channel, SMS also provides a platform for us to explore many other areas such as mobile marketing, mobile customer service and mobile credit control." "This MOU signifies a new milestone for MNC as it will open many new markets and opportunities for MNC. We will have access to the 5,354 cooperatives with a potential of 7 million members nationwide under the SmartCOOP Programme. We will strive to provide the best service for all SmartCOOP s members as MNC is the mobile VAS specialistâ&#x201E;˘ in the country and is able to offer expertise and advice in mobile VAS. GoiSMS will certainly come handy in keeping SmartCOOPs members in the loop whenever there are upcoming meetings, updates or announcements." commented Datuk Kadir. With this synergy, YBhg Dato' Haji Yidris, Chairman of Nu-Efektif said, "MNC is renowned for its expertise in mobile VAS, hence SmartCOOP is proud to partner with MNC. It is certainly a win-win partnership as MNC will provide us with all the necessary mobile VAS expertise, while SmartCOOP provides MNC a platform to penetrate into this untapped market.We are confident that MNC will help us to enhance and improve our communication to all our members as we will be able to reach out to all our 7 million members nationwide simultaneously, at any time of the day. We believe there are great potential in mobile VAS and MNC will help us to understand and explore the full potential offered in this mobile age."

0 ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Five contestants.One dream

Every Sunday, 10 pm Latest drama series

WORLD DRAFT &FCB FUSE Draft Worldwide and Foote, Cone & Belding are now DraftFCB with Laurence Boschetto as president and chief operating officer.The new set-up sees Anil Kapoor, most recendy managing director and CEO of FCB-Ulka in India, take up the role of regional president for India, Indonesia, Singapore, Malaysia, Thailand and the Philippines. Mark Pacchini, former co-president of FCB Chicago, has been named president of global accounts, China and corridor offices. Draft FCB Greater China chief Gary Tse will now report direcdy to Pacchini. SUBLIMINAL WORKS? The idea of subliminal advertising has been around since the 1950s, when market researcherJames Vicary claimed to have influenced purchasing decisions by quickly flashing messages like drink Coca-Cola and eat popcorn on a movie screen. Later Vicari admitted that he'd made the whole thing up, relegating the idea to the trash-heap of B-movie weird science. CORBIS ACQUIRES APC Corbis has announced plans to acquire Australian Picture Library (APL), a leading image licensing company in Australia. The full integration of Corbis and APL operations will be completed in early 2007. GETTY GOES MADONNA Getty Images has obtained the rights to distribute to mobile devices exclusive "Confessions" Tour photos of multi-platinum, award-winning singer Madonna. Images of the icon will be available to fans to use as 'wallpaper via leading mobile operators and aggregators worldwide. PHOTOUBRARY RELAUNCHES MONSOON Photolibraiy Group has re-launched Monsoon Images of New York (www.monsoonimages.com) featuring visionary and unexpected collection of contemporary photography, fine art and photographer's personal work. WIEDEN+KENNEDY ECD D&AD PRESIDENT Tony Davidson, joint Executive Creative Director of Wieden+Kennedy London is now D&AD President. And Simon Waterfall, Creative Director of digital agency Poke, is D&AD Deputy President. CRICKET RIGHTS India will bid to secure the International Cricket Council's global media and marketing rights to the game for the next eight years. "We have successfully sold our own rights, and I am confident we can do well with the global rights also," says Niranjan Shah, the secretaryfor Board ofControl for Cricket in India. The group's current $550 million deal for seven years is with Global Cricket Corp.,a venture owned by Rupert Murdoch's News International.

Adspend in Asia Pacific accelerates as the Beijing Olympics approach • Adspend growth in Asia Pacific will rise from 6.8% this year to 7.1% next year and 8.6% in 2008 • Asia Pacific will be the fastest-growing region in 2007 and 2008 • Five of the ten fastest-growing markets are in Asia Pacific

1— - m

Advertising expenditure by region Major media (newspapers, magazines, television, radio, cinema, outdoor, internet) US$ million, current prices. Currency conversion at2005average rates. 2005

2006 1

2007

2008

North America

168,927

174,072

183,104

190,784

198,952

Europe

105,388

109,602

114,399

119,406

124,512 105,747

Asia/Pacific

80,788

85,173

90,962

97,409

Latin America

15,476

18,403

19,756

20,504

21,394

Africa/M. East/ROW

18,341

21,633

25,226

28,953

33,570

World

388,920

408,882

433,447

457,056

484,174

Source: ZenithOptimedia

Major media (newspapers, magazines, television, radio, cinema, outdoor, internet) Year-on-year change (%) [North America of which USA

III 2004 v 03

2005 V 04

2006 V 05

2007 V 06

2008v 07

6.2

3.0

5.2

4.2

4.3

6.0

2.9

5.2

4.2

4.3

Europe

6.2 |4.0

4.4

4.3

Asia/Pacific

6.7

5.4

6.8

7.1

8.6

112.7

18.9

7.4

3.8

4.3

Africa/M. East/ROW

27.7

17.9

16.6

14.8

15.9

World

7.4

5.1

6.0

5.4

5.9

Latin America

Source: ZenithOptimedia

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

initiated by

15.09.06 - 22.10.06 MALAYSIA, GALERI PETRONAS, LEVEL 3, SURIA KLCC www.bmw.com.my

diananc

NEW TVC DEBUT (Sept/Oct 06)

Brand: CIMB Group Title: Anticipation Duration: 60 seconds Client: CIMB Group Agency: Ogilvy & Mather Advertising Creative Director: Daniel Comar Art Director: Brian Capel Copywriter: Paul Lim Language: English, BM, Chinese Summary: A TV Commercial to reveal the new CIMB Group, CIMB, CIMB Bank & CIMB Islamic logos, to introduce the group's tagline "Forward Banking" and to demonstrate the brand personality as a playmaker. The attributes of a playmaker are demonstrated by the 4 different scenes in the TVC. 1. Squash - Anticipates towards victory 2. Fishermen - Anticipation finds value where it's less obvious. 3. Food Relief-Anticipation helps you catch the perfect moment. 4. Architect - Anticipation is seeing opportunities where others don't.

I wonder if any of the Out of Home (OOH) media vendors in Malaysia will reply to your article on www.adoimagazine.com? Posing a storyline of"your brand could be on a billboard that killed two people" is a bit over the top.While it is possible (and has happened) that billboard structures can collapse and can cause personal injury or property damage, this is not an issue peculiar to billboards, but to any structural entity.To further purport that it is"illegal" structures which are killers is misleading. The issue of the legality of the billboard relates to permits. Advertising structures which are installed without permits are no less likely to be built properly to prevailing standards by qualified fabricators. No one (to my knowledge) deliberately sets out to avoid permit applications for the reason of saving on structural integrity. AS buyers of space, we recognise there is demand, and the media owners meet the demand, but the process of delivering the medium is not the concern of the advertiser, just as media buyers dont need to know where or how printers get their ink, orTV stations source their programming. It is difficult for the buyer to know for certain that a site has a permit or not and when a brand wishes to mount a campaign, if the site exists, meets the campaign criteria and is available, then the probability is that the advertiser will buy the space. This is a legitimate transaction. Legislators have not madeit illegal for advertising materials to be displayed on structures that have no permit, or made the advertiser culpable for putting their brand on sites without permits. If the legislators made this the case and enforced it, then the situation would change. I am not suggesting this as a solution, as outdoor advertising is a valid and valuable business, and can be well ordered with sensible guidelines for use-of-land, structural compliance and some reasonable controls. An industry association is good step in the right direction for better selfregulation but even if all illegal structures were removed today it is sad to say that this will not necessarily ensure that in the next rain storm, some perfecdylegal advertising structure might be uprooted just as a tree was uprooted on the Federal Highway, and pinned a young woman in her car for 3-hours, as happened on my last visit to KL. Perhaps we should ban trees....

Ron Graham Chief Operating Officer-Asia Pacific,KINETIC Brand: Pantene Title: Tomboy Duration: 30's & 15's Client: Procter & Gamble Agency: Grey Worldwide Sdn Bhd Creative Director: Peachy Pacquing Sr Art Director: Kanny Chan Copywriter: Suki Goh Language: BM/Malay/Mandarin/ English Summary: Siti recanting how she was a tomboy before and how she behave like one, even to the extend of using their shampoo. However, when Siti hair started falling, she knows that, that shampoo is too strong for her. Hence, she needs a shampoo which works yet not delivering on harshness. Pantene Anti Dandruff helps remove dandruff and hair fall making her fell more like a woman.

Perhaps Ron is not aware that during a thunderstorm six weeks ago, a billboard came crashing down in Pandan Indah.Also, a bus driver was paralysed after a unipole came crashing on his bus. He successfully sued the billboard company.That is why there should be strict compliance of licencing conditions. Right now, you can build a structure anywhere and get away with it - no need for engineers certification etc.

Nades (author of article referred to by Ron)

EVENTS

Oct 27-29 The 13th China Advertising Festival, Kunming, Yunan Province, China

Nov 6-7 Global Brand Forum, Ritz Carlton, Singapore. www.globalbrandforum.org H* *

tap#

Brand: KFC Hot & Spicy Extra Title: Intip Duration: 20's Client: KFC Holdings Agency: BBDO Creative Director: Ronald Ng, Mun Art Director: Kelvin Leong, Mun Copywriter: Kevin Le Language:Eng / BM / Chi Summary:The extra spices in Hot & Spicy Xtra will make you go "Fwaaah!" this Ramadhan. For more information please call Edmund Lim of MediaBanc at 03 7983 6668

Nov 10 MACROs AIR Awards, Shangri-La Hotel, KL. Nov17 4As Kancil Awards, Sunway Lagoon Resort, PJ

Nov 21-22 3rd Superlative Annual Brand Marketing Conference Holiday Villa Subang, SubangJaya, Selangor. Nov 26-28 2nd Asia Pacific Media Forum, Bali International Convention Centre, Bali Nov 27-28 Beyond 2006, Singapore www.beyondsummit.sg

i/^inn

FOLK

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!

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SHINING

THROUGH

CHANGING

THE WAY THE AD NDUSTRY WORKS

he dark days of depressive ad men hunched over their beers grumbling about having no life, no creative opportunity, no wife, no hair, ... is almost gone. What is darkness after all, but an absence of light? And light, there is now. There is a group of bright young talent who are radiating positive energy and vibrance.They are the graduates of Shine, a training organised by the 4As, designed and conducted by 95% Trainings. As the name suggests, Shine is designed with the objective of empowering young advertising talent, the ones who will be the new stars of the industry. When you look at the Shine logo, you'll notice that the V is highlighted.This represents the empowerment of the individual, their willingness to take the lead in order to make things happen. The brainchild of Tony Savarimuthu, the 4As' Knowledge Committee Chairman and Vice President and Janet Lee, Director &Trainer of 95% Trainings, the 3-day residential Shine training is unlike any other advertisingworkshop or seminar. It is a training where participants are guided to explore and discover the power within them to produce positive results at work They get to experience a new level of communication and interaction with each other, and apply this to the process of creating advertising. Day 1 guides the participants through a process ofself-awareness and realisation. Day 2 is when theyget to practise applying new ideas and concepts to interpersonal working relationships.

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On Day3, the participants will present a project to a panel of industry leaders.They will also have the opportunity to ask these leaders, people who have made it in advertising, to share their own experiences, thrills and spills. The inaugural intake of Shine took place in August 2005. To date, there have been three intakes, with a total of 22 ad agencies taking part. Here's what some of the participants have to say about the training: "Shine is something everybody in the advertising industry should undergo, precisely because we are in a position to make a difference in this country\ in this world Its our responsibility." - Natasha Nair, OgilvyPR Y think this training is extremely useful for us advertising people, as it makes us realise that in order for us to successfully change people's lives, we first need to look and evaluate ourselves." - Cassandra Lee, DDB International "Very inspiring, touching and honestly, I came with a closed mind thinking it was just another rah rah' training But this is truly one of a kind training " - Ho Wei Ling,TBWA-ISC "The training gave me a deeper understanding of how authentic I am. Its unthinkable!" - Destine Lim Zack, Adsell Advertising 'Its worth throwing away the first match of English PremierLeague to experience myself in a different tune. Ilove itT - Kelvin Gan,GanForHire

ADOI MARKETING COMMUNICATIONS MAO A/.INF. OCT 06

Left to right - Natalie, Janet and Teresa

"Shine has given me the spark, the reminder that dreams do come true for real people. I know what to do now. * -Tan Zijill, Leo Burnett "A truly useful and beneficial workshop that can not only ben fit the new advertising people, but also the seniors. Aworkshop meant for everyone who has heart. Please bring the creative teams forward as well." -Joe Najib, TBWA-ISC Tve never felt more alive." -Jess Seow,JWT

This is what some of the industry leaders who spent a weekend with the Shinesters have to say: Michelle Ong, GM, McCann Erickson: "The training had an amazing affect on the juniors - everyone I spoke to seem so inspired after the session. More importandy, they stopped looking at their jobs as "fighting with creative, delivering FAs, thinking that all Clients are painful". I think they started to appreciate what they could contribute to their jobs and to the industry. Its important they feel proud of what they do and understand that their future is really what they make of it. As a panelist - it was really refreshing. It made me think back of how it was when I started and what kept me going -1looked at the juniors and felt half sorry, half excited for them because really, the future is theirs. Also, it reminds me how important it was to connect back to them - sometimes I think we forget they're so young and would appreciate any involvement from a Senior." (continued)

lebih hangaL daripada biasa

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SHINING

THROUGH

The Writers Academy

Shinesters sweating it out, overnight presentation.

Alan Lim, Chairman, Naga DDB: 1 am impressed with what I saw during the short time I was there. The frank yet fair opinions given to the participants will benefit them immensely. The use of a group of trainers is exceptionally good as this would ensure that everyone is given all the attention they need. The feedback from my Naga DDB staffwas ".... everyone should go..." Bas Moreu, Executive CD of TBWA-ISCX Malaysia: "I was impressed by the quality of participants. They are all very enthusiastic and full of energy. My feeling of the training is that it brings out a lot from the personal you." In addition to these comments, the feedback forms from the third Shine training show that 100% of the participants were satisfied with the training (15% are satisfied and 85% are totally satisfied). 100% of them felt it was practical and useful to their jobs. This kind of feedback seems almost too good to be true.Well, maybe itwas justsomething said in the heat of the moment - does the training produce any lasting results? 95%'s Trainer Janet Lee says, "It depends very much on the individual of course, and it's very heartening to note that there are some who have been putting in the effort to make the improvements permanent..."

burst of

than just a short

Shinesters who did the training six months ago, and they are still glowing. Teresa Leong from ogilvy said "I am more of a team player now. Before I didn't contribute much at discussions,but now I am playing a bigger role. I have learnt to understand my client's point of view and started getting to know them outside of work, it's more fun working with them now. I'm glad ilve learnt how to bridge the gap."

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Natalie Chan from McCann Erickson says "Shine reaffirmed that what i'm doing is correct. I know that win-win works, and I go beyond what's required to be done. Going the extra mile does a lot to build stronger relationships with my clients." If we go by what they say, Shine does indeed appear to be quite different from the usual seminars where the pumped up participants start to deflate after a week or two.

djQK

A QUICK LESSON ON ROMANCING THE CUSTOMER. AND HOW TO AVOID BEING CALLED A DIFFERENT NAME. VCK

Rapp Calling. Lap Collins. Wrap Coating. These are but a few of the names that we've been called in the past. But we are not bothered. Because we know that our work will eventually set things right. Such as the matter involving the rose. An idea we once used for one of our client s creative work. This client wanted nothing more than to let people know that they exist, and that they will stop at nothing to please their current and potential customers. In short, they wanted to romance the customer. And what better way to do this than to send a bouquet of red roses, we thought. "The entire office thought I was having an affair. They wouldn't stop asking me about it," said one of the recipients. "You guys almost got me in trouble with my wife," said another lucky recipient. We couldn't have asked for a better compliment. Because it meant that people noticed our work. It created a buzz. It got them talking. It provoked a response. It made a difference. And it brought a smile to those who received it. Such is the power of good creative work. Which brings us to the matter of the wrongful names. "A rose by any other name would still smell as sweet," William Shakespeare once remarked. That very same rule applies to us. You see, no matter what name people may initially call us, the quality of our work, and the results that come with it, will make them take notice. We're not one of the top two Customer Relationship Marketing agencies in the country for nothing, you know. So call us whatever you want. But do give us a call. Our number is 03-7806 5799 - ask for either Rosie or KC. And we'll talk about how we can help you charm and romance your customers, and sweep them off their feet. Just as soon as we all get our names right.

Rapp Collins

Integrated Relationship Marketing

D601-D605, 6th Floor, Block D, Kelana Square, 17, Jalan SS7/26,47301 Petaling Jaya, Selangor, Malaysia. Tel: +603-7806 5799 Fax: +603-7806 3489 www.rappcollins.com.my

SHINING

THROUGH

SHINE : EMPOWERING THE NEXT GENERATION OF ADVERTISING PROFESSIONALS" 7-9 IULY 2006

The third batch of Shinesters.

SHINESTERS GIVE BACK TO

Shinesters proudly showing off their hard earned certs.

THE COMMUNITY After 3 intakes, there are now 96 Shinesters. They are passionate and they are committed to give back to the community. They are now in the midst of planning a joint community service project which will be launched by the end of2006. The leaders of this initiative are Natalie, Azita, Keak, Kelvin and Sathi : they are from differÂ ent agencies and different Shine intakes, but all are bound together by a common

vision to use their advertising skills to make a difference to society. It is often said that advertising is a people business. The 22 agencies who have invested in their people have taken the lead. As more and more young talent go through the Shine training and start to realise their potential, whoa ... better get your shades ready because the future for the Malaysian ad industry will certainly be very bright indeed.

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Open to 4As and non-4As member agencies and media houses. It is HRDF claimable tinder Skim Hantaan Latihan Khas. The next Shine Training is from ^ 3rd to 5th November 2006, For more information, contact?

9S% Trainings

Tel: 03-2287 7095,22876095 E-mail: askme#95percent.cont.my

www.aaaa.org.my/shine

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SCHOOLS

MALAYSIA

By Raj Kumar

Creative heads question quality of students coming out from ad schools

ARETHEY

CHURNING OUT W Jijife V fl

creative director at Saatchi & Saatchi did not particularly agree that all U « * M ad schools in Malaysia are necessarily churning Bi '• J9I out toP ~notch students that make great creative 8 SI • - Jtf III personnel.

J••I IK t that some ad schools are doing much at all. It seems to me they don't seem to be teaching the right thing in school. Creatively, no school has a systematic method that trains and produces copywriters so far. To me, a 3-6 month stint for free in an advertising agency would be miles more worthwhile to a student pursuing a career in advertising than a 2 year stint in an ad school that does not really prepare you for the advertising industry," said Adrian. "They are not getting value for money. You can't teach somebody to be creative," he concluded.

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

ow, the essential question here is, could Hanks have done it without classes?Would he have been the king of their roost if not for those classes? Or was he a naturally talented individual who had it in him to climb to the pinnacle of his industry without classes? On the same note, in an industry like advertising, does an individual naturally have the talent to shine or does he or she need the relevant guidelines or practical training to be successful? The advertising industry in Malaysia has begun to pick up pace in Malaysia ever since our nations historic achievement in Cannes in the middle of this year. Teenagers after school are more aware about advertising these days then compared to teenagers from more than a decade ago. Ad schools have mushroomed and have over the past few years, churned out hundreds and thousands of graduates in Malaysia. This would seem that this augurs wellfor the industry as there should not be a shortage of advertising personnel in Malaysia for a long time coming. Or is that really the case? According to some creative heads of department, ad schools have been churning out graduates that are not fully equipped for the advertising industry On my quest for answers, I received different points of view that icons and trainers in the advertising industry had to say. "At IACT, the way we structure our modules, we are very industry oriented and job ready.We also have a few initiatives that we take where compulsory attachments with advertising agencies are made so that our students can get the feel and practical reality of what it is that an advertising agency is all about," said Lee Kok Leong, Executive Director of Institute Advertising Communication Training (IACT).

SCHOOLS

hat is the difference between Marlon Brando and Tom Hanks, two of Hollywood's most successful products of the 20th century? Both come from different eras but command the same respect of their peers as the leading actors of their generations. Brando was a natural while Hanks was in acting school.

Lee emphasised that IACT believed in the philosophy that their students should be ready for the advertising world not just in theory but practically. "We constantly invite industry professionals and leaders to give talks and prepare our students for the realities of the advertising world. We also participate in many industry projects. For example, we have invited in the past Unilever, Nestle and Southern Lion and requested a brief from them to challenge our students and allow them to get a taste of the real advertising world" he added. "We do a lot of things to make our courses here a IACT, industry relevant," he concluded. Despite the seemingly upbeat enthusiasm on the quality of students that are being churned out from ad schools in general in Malaysia, not everybody shares the same opinions as the ad schools.

The advertising industry In Malaysia has begun to pick up pace in Malaysia ever since our nation's historic achievement in Cannes in the middle of this year.

M A L A Y S I A

Naga DDB's Executive Creative Director, Ted Lim agreed to a great extent that there is no school that actually teaches copywriting.

"Most so called ad schools here in Malaysia teach students how to draw well. Very few actually teach students how to think strategically. There is no school that teaches students copywriting. There is no one school that actually trains and teaches students the demands and the art of copywriting " says Ted. Ted also said that students from most ad schools find it difficult to cope and understand what the industry needs. "The syllabus is all wrong. The schools are not equipped to meet the demands of the industry itself. An example would be why tens of thousands of graduates are unemployed in Malaysia today. They are just not equipped to handle the expectations of the manpower needs of the country. Similarly, ad schools generally do not teach what the agencies need their personnel to be," he said. Ted however, believed that creativity could be nurtured. "Creativity is unique. Part of it can be described as talent while the other part can come down to observation. Some may not possess the brilliance of Picasso or William Shakespeare but with observation and proper nurturing, a student or intern can pick up and develop the train of thought," says Ted.

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 P

AWARD

SCHOOL

The next creative generation in Kuala Lumpur is unleashed as AWARD School celebrates its first graduation party at Telawi St Bistro

Sales Manager astro. WARD School, the ideas based creative advertising educational Speakers at the event also included Tay program, released its first Guan Hin, Executive Creative Director JWT graduates from Kuala Lumpur South East Asia and AWARD Committee recently with a celebration for Representative SEA and Philip Putnam, Cothe students and the advertising Chairman of AWARD. Both applauded and media industry. "AWARD School works!", the local industry for getting behind the vital announced Ted Lim (Executive Creative Director, program, and congratulated the Gold sponsors Naga DDB) informing the crowd he has already AMP Radio Networks and astro for seeing the employed one of the students. importance in encouraging great creative work 26 students participated in the first AWARD in advertising. School held in Kuala Lumpur, the famous AWARD Schoolis taught by the top names Australian creative thinking course that now also in advertising, represented by local agencies runs in Singapore and Bangkok. Ogilvy & Mather, Naga DDB, McCannDanny&Sree - Danny Chin,AWARD School The top student prize went to Danny Chin winner with Sree, Chief Operating Officer AMP Erickson, Dentsu, BBDO, Saatchi & Saatchi, Radio Networks - awarded by Sree, Chief Operating Office AMP DDB and Y&R. Teachers give Monday night Radio Networks. Danny won a trip to Sydney for lectures covering each medium of advertising the grandest event in the advertising industry: the AWARD Awards. and intensive Thursday night tutorial sessions where students work on His portfolio will also go up against the top students from Australia, 10 briefs throughout the 12 week part-time program. Singapore and Bangkok for an AWARD School regional Award. AWARD School information can be found at www. Runner-up student was Pebble Goh, awarded by Kingston Low, Media awardschoolonline.com.

TUTORS: • Daniel Comar, Ogilvy & Mather • Brenda Boler, Ogilvy & Mather • Brian Capel, Ogilvy & Mather • Paul Lim, Ogilvy & Mather • Seehian Poon, Ogilvy & Mather • Ted Lim, Naga DDB • Grenville Francis, Naga DDB • Szu Lee, McCann-Erickson • Huang Hwa Ean, McCann-Erickson • Raymond Goh, Dentsu • Chan Woei Hern, Dentsu • KCAui, Dentsu • Ronald Ng, BBDO • Kevin Le, BBDO • Kelvin Leong, BBDO • John Dorai, Saatchi & Saatchi • Ong Kien Hoe, Saatchi & Saatchi • Primus Nair, Saatchi & Saatchi

LECTURERS: • Bas Moreu, TBWA • Ted Lim, Naga DDB • Huang Hwa Ean, McCann-Erickson • Edward Ong, Y&R • Raymond Goh, Dentsu • Daniel Comar, Ogilvy & Mather • Chin Weng Keong, Arachnid • Ronald Ng, BBDO • Simon, Beaumont

m ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Ham with From Lto R: Trevor Especkerman; Sree Pathmanathan (AMP Radio Networks); Kingston Low; Gleeson Dass; Anthony Yeap (Astro)

Ted&Guan - Ted Lim, ECD Naga DDB and Tay Guan Hin, ECD JWT South East Asia

AWARD

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LIST OF INDIVIDUAL BRIEF WINNERS BRIEF NAME Smint • Pebble Goh Pebble Goh American Express Chin Wei Chuan, Danny MobiBlu Kevin Lunsong Energizer x 6 • Ikhwan ADOI x 3 Darshini Kandasamy Award School x 3

HORIZONTAL LIGHTBOX

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Pebble Goh - a student winner at the AWARD school graduation with her Smint artwork ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 m

•

BLOGOSPHERIC

When was the last time we remember writing, saying, expressing what we felt like. In all likelihood the answer for most of us is ummm, yeh, let me see, how does it matter.... Etc.' BY AJAY NAQVI CLIENT SERVICES AND STRATEGIC PLANNING DIRECTOR ACCOUNT MANAGEMENT AND PLANNING BATES ASIA INDONESIA, JAKARTA

ell some would contend that one cannot afford to write what one feels like. That one has to reflect hard on knee jerk thoughts and rationalize it enough, becoming a part of the rut, lacking originality and most importantly the freedom of being yourself and spontaneous! When I was a lump of clay (read child), this invisible force always told me not to express my opinion and the incentive for me was - no embarrassment, no head on collision with others, what s more talking freely is a sign of freedom and that will not go down well with the "not so free" being. And when I did start talking I had probably lost my spontaneity, innocent courage and authenticity of expression buried deep under a layer of "Social etiquette"

Have we all been through a similar situation unknowingly? Clobbered bysocietal pressure? Have we been conditioned not to express ourselves? Is that invisible force still powerful? Is that the reason why there is a community called "bloggers" and we are finding comfort in this community to find our voice back? A newspaper in India- Indian Express, sells,.Journalism of courage! Is it not pathetic that virtues like courage which should be an integral part ofwriting are being torn torn'ed as the only differentiator? But then again either they are doing a bad job or people dont really in today s world care about Journalism and the values associated with it - freedom and the courage to have a point of view. Times of India, based on a reporting model, beats Indian Express hollow. The good news - there are still some people who are reading Indian Express. And there are a lot of people blogging. 8 million online diaries and 500,000 blogging sites, with an exponential growth projection. This will either see "day time" journalists becoming batman journalists to find the right balance between bread earning and freedom of expression. OR Like in South Korea, we will see the likes of Ohmynews.com where regular citizens not trade journalists send in their reports to editors, who then pick up the best for publication.

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BLOGOSPHERIC

Right now Blogs are defined largely by their small size, their independence, the frequency with which they update and their degree of interactivity. In other words if New YorkTimes were run like a blog, Paul Krugman could write a new column everyday instead of just on Tuesday, His Wednesday column on economics would be significantly longer than his Thursday column on his dissatisfaction with Buffy the vampire Slayer DVD sets and you could comment on his article without having to go through him or an editor

its content. Of the three possible ways of Blog Marketing, I would rule out advertising on blogs (why would you rather not advertise on a Google then) and writing my own blog (where is credibility in that). The third way is the Nokia way - they were successful because they identified a community that anyways was about photography and Nokia only asked them to use the 3650 camera cell phone. This activity was hope based, but the blog authors did write about the phone features. Disaster strikes when you go the

HOW WOULD WE LIKE BLOGGING TO GROW?

BLOG - what are the words that come to your mind first-spontaneity, courage, authenticity, frequency, freedom, transparency, effective dissemination, demystification, human face etc? Some would argue that going forward we should control, regulate and craft policies for blogging; to protect blogging culture, obviously not! But, to protect crossed vested interest of media companies and corporates. Blogs scandals are just the beginning Rathergate for one or Apple Computer suing "Think secret" for publishing information about upcoming products would probably take blogging down the path of journalism as it exists now and debates would sparkon freedom of press etc. Corporatisation is another danger that blogging faces to lose at its core. The danger is that corporations might not understand the "culture of blogging" and produce content that contains carefully vetted material instead of spontaneous writing that appeals to blog fans and forms the core of blogging. "Blogging is really driven by interests and desires, not commercial activity," says Wharton Marketing professor, Peter Fader. Microsoft, Sun Microsystems, General Motors and Boeing are some of the companies that are communicating internally and externally through blogs. The question here is that, how many conscientious companies exist and how many Robert Scoble? Buying up blogs is a ludicrous concept- its like catching snowflakes. A corporate touch can liquidate a blog s audience by changing

"Raging cow" way. The challenge really would be to ensure that this fresh, thought provoking, edgy and truthful media vehicle is not allowed to be usurped by corporates to their benefit, malting this media as redundant as others especially when it comes to credibility, freshness and freedom of expression. Corporates can only swim with the tide, stand against it or force a turn and the river will swallow you. The marriage between blogs and brands is no longer a vision. What with Seth Godin and Tom - personality brands blogging. Brands such as Weight Watchers, LEGO, Apple, TiVo and Harley Davidson have their own dedicated blogs created not by their brand builders but by their fans.This in my mind is really the essence or blogging. This unforced movement or belief is what marketers should aim for. Corporate or brands using financial clout or resources to start blogging defeats the purpose of blogging. I would define blogging as the act of reaching out because of interest and desire and I doubt if organization work with that attitude but the commercial side of it. For companies to write useful

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

blog posts they will have to be flexible and prompt. Companies are simply not armed with speed and suppleness to run a relevant, interactive and engaging blog and in my mind more importantly its an opinion thats biased and it could be a selfish representation. Can brands exhibit opinions fearlessly and share them with the world? Tomorrow s brands must transgress today s inhibitions. The future of blogging is... blogging - Tom Hoffman We will see fewer smaller independent blogs as large, corporate-sponsored blogs eat up the readership and in some cases the writers, of smaller blogs But let s hope that were not to happen then I would see the future as a place where: Eclectic mixes of unhindered voices bring credibility back to writing. And we all experience the real thing - freedom of expression not driven by any greed, compulsions or commercial interests.

ON uoiiBJisi6ay Aueduioo

project

all know there is only one passion that all Malaysians share and that is food! No one but e ourselves can understand the extremes we go to just to have that one special dish or taste that famous recipe. Here DDB International Malaysia Sdn Bhd, we have taken Malaysian s love for food and explored and delved into the ever-constant relationship Malaysians have with food and all its aspects. Project MumMum is DDB International Malaysia SignBankÂŽ s in-depth report about future trends in food.

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^ ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

MUM'S Project MumMum was led by Planning Director, Wong Yee Thong and the DDB International's Brand Planning team; Toh Saw Gin, Joanna Kong and Alex Goh, also a core group of 20 sign-hunters who are highly qualified 'busy-bodies' who are constantly driven by curiosity on interesting observations. The project was constantly fed with generous contributions of personal stories and experiences (and even recipes!) by other food lovers such as chefs, restaurateurs, mothers and even domestic helpers! Project MumMum is a comprehensive narrative based on thousand of signs collected and collated by different people from all walks of life. These signs have manifested themselves in many different forms - from new tastes to new restaurant openings, they are signs that surround us everyday. Project MumMum is a true reflection of how people consume, treat and appreciate food today and in the future. "Today's specials include everything to do with Curiosity. When it comes to mealtime, Malaysians are more willing to sample a wide diversity of food choices and make more daring food decisions.It is a need to feed a huge appetite and sense for curiosity and adventure" said Yee Thong. "The menu of Tomorrow, however, is all about Authenticity. Malaysians are neither satisfied with just the norm in food, not they are contented with being a backseat eater.They are demanding a return to what is truly authentic in all facets of food: preparation, experiences and consumption. Truly yearning for and relishing in the comforts of home and self, Malaysians are seeking out nesting spots with friends and family. They are also on a quest to get their hands dirty, commanding leadership in both the kitchen and their lives" he further elaborates.

THE

WORD

SignBankÂŽ MALAYSIA

project

International

Malaysians are stepping out on their own in the food arena, initiating rather than succumbing to society's guidelines on what's in and what's out'. What will truly define palettes of Malaysians tomorrow is the need for all things real and original. There are five evolving food stories of tomorrow. The first is a clear shift From Food Patron to Food Pioneer, where Malaysians will be taking their own initiatives in the kitchen, becoming the head chef rather than the patron. Malaysians are beginning to create their own original recipes, making their own stamp of approval in cooking. Malaysians are craving for more intense flavours, richer textures and more

extreme experiences;such as going to Thailand to learn Thai cooking rather than taking lessons in the Golden Triangle. Extreme is no longer a side dish, but now an entree. Malaysians are also moving From Rush to Relish - a reflection that Malaysians need to stop and, in this case, smell the food. As priorities and needs shift towards the self, Malaysians will no longer crave for "meals-on-the-go" but will start to embrace slower, more appreciative meals without being overwhelmed by the ticking of the clock. Malaysians are also educating themselves when it comes to food. From Face Value to True Value is a marked shift from consumers who blindly trust labels to those who are proactive about learning more about the foods they consume and purchase.There is also a growing awareness on the ethics behind food processes. The concern for this "purity" in how food is both prepared and consumed is reflected in the booming Halal industry in Malaysia. Lasdy, Malaysians are coming together more than they ever have before. From Standard Customs to Soulful Culture is the story that quintessentially captures the emerging trend of "home-hosting", bringing the food experience home or looking for the home experience outside. The need to feel close to the ones they love and ensuring they always stay close, has paved way to a new urban tradition of togetherness. Project MumMum is a recipe for the future. In fact, some of the Tomorrow's stories have been shared and applied to brands and businesses, inspiring both creative communication solutions and new marketing ideas. Project MumMum was truly inspired by Malaysians undying motto that we don't just eat to live, we live to eat!

Malaysia launches Food, leu Tkou(&t?

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 ffl

SYNOVATE

s«is HIDDEN

AUDIENCES!

Synovate, the market research arm of Aegis Group pic, has revealed the first full year results of the Media Atlas survey, shedding new light on media consumption, lifestyles and attitudes in Malaysia

ynovate Managing Director for Malaysia Steve Murphy, says Media Atlas was launched in response to the media and advertisingindustries' need for a more accurate reading on the media consumption and lifestyles of the Malaysian population.

"Media Atlas has revealed significant hidden audiences - people with clout,spending power and who shape trends. We looked at their media consumption habits, lifestyles and attitudes and found previously unexplored insights. Publishers will be happy to know that a more accurate representation of the

Malaysian Media Scene O Total Malaysia ad spend in 2005 over RM4 billion - and growing in 2006, with steady economic outlook O Current newspaper share of all advertising revenue is large - approx. 60+ %.

Malaysian population translates into higher readership figures - long a contentious issue," he says. Synovate Global Head of Media Steve Garton, adds the reason the survey was breaking newground was its different approach to reaching the full population. "The difference is practical science. Our mixed approach - a combination of computerassisted telephone interviews (CATI) and faceto-face interviews - allows a full and accurate representation of the entire society." The report says telephone interviews are the most popular method at 22%, while online research representing 20% of expenditure on data collection methods had nearly doubled from 11% in 2004. Synovate found that in Kuala Lumpur, 80% of households had security measures such as external gates, while 20% of flats had a guard or security person at the building entrance. The first full year of Media Atlas data is now available to subscribers. It covers 10,000 consumers from every strata of society across Peninsular Malaysia.

O Magazine share currently small, but high potential - especially among upscale advertisers O Media becoming more fragmented, so need for most accurate cross media information is vital Magazines 3% Outdoor/Transit

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synovate Research reinvented

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

SOME SYNOVATE FINDINGS ON MEDIA CONSUMPTION:

• The New Straits Times: 494,000 average issue readership (AIR) • Oriental Daily News:183,000 AIR • Star: 1,456,000 AIR • Reader's Digest: 447,000 (English) • Astro: 38% watched an Astro channel during the last 7 days; 51% in market centres

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ADOIMIHEBM

RESEARCH

GOES

ONLINE

MALAYSIA HASTHE • 6TH DIMENSION Eff uala Lumpur: With an internet population that can now hold its own against others in Asia and solid growth in the numbers of new subscribers, market information company, TNS has decided that the time is right to roll out its online research tool, 6thdimension in Malaysia. The ninth country across the TNS Asia Pacific network to offer 6thdimension, the company is hopeful of a strong uptake. "We have seen a lot of interest in our online services to date and had a good response to 6th dimension in those countries where we have launched it already," says Siti Norbaya Manaf, Managing Director ofTNS Malaysia. The first of its kind in the region, the new tool uses a database of online respondents whose opinions can be accessed, turned around and presented much faster than by using other more traditional research methods. As well as being faster, being conducted online means that researchers can garner opinions from potential target audiences about complex visual as well as audio stimuli. But surely a quick cast of such a wide net

means a compromise in quality, right? Well, not so according to Siti who is keen to set the record straight, "We maintain a profile of every respondent in our database so that we can select suitable respondents for any particular survey. We also limit the number of surveys a particular respondent can participate in each year to prevent survey fatigue'. "We have actually found that the information respondents give can be more insightful as they tend to take time to think through their answers as they aren't under duress to make an instant response." Siti claims that as well as getting a better quality of response, 6th dimension surveys generally get more responses - around 45% within 24 hours compared to an average 28% from traditional telephone methods. "I think it's too easy to see the cost efficiencies. But it's a mistake to not see further to where the real potential of online methods lie," impresses Siti. "When you take into account the lifestyles that many of today's prized audiences, the high net worth individuals, the youth groups etc live these days, its just not as easy as it once was to gain

access to them. The banking and financial sector has already figured this out and has quite a head-start on other industries in terms of its use of online research. "By having an established dialogue with these people means that we can in fact open up specialist segments for example public healthcare whereby a client could choose to poll doctors on certain medical matters. Also, let's not forget that as well as opening up whole audience segments, you can just as easily open up actual subjects - especially those that might otherwise be too sensitive or controversial such as drug abuse, sex or teenage delinquency. "We are confident that marketers in Malaysia are smart enough to get it. 29% of all market research in the US is already done online and I think out here in Asia we like to regard ourselves as a little more tech savvy than the average American," Siti concluded. TNS Malaysia's planned 10,000 strong tri lingual panel is currently undergoing extensive validations after which it join the already active network of similar panels in Australia, China, Hong Kong, New Zealand, Singapore, Korea, Japan and Taiwan.

From Left: JON BR1GGS (Regional Director; Interac tive Services), EDWARD ONG (Research Manager, TNS Malaysia), YUWADEE AIAMSONTISUP (Research DirectorAsia Pacific Access Panels [TNS Thailand]), SITI NORBAYA MANAF (Managing Director [TNS Malaysia])JOHN SMURTHWAITE (Chairman, Asia Pacific, Latin America, Middle & Africa), MARK WALTON (Regional Director; TNS AP Access Panels), KAMARUL ZAMAN SALLEH (Business Development Director, TNS Malaysia). ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

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2007

CONTENT

MEDIA PRIMA TELEVISION NETWORKS SET OUT TO CAPTURE THE HEARTS OF MALAYSIANS â&#x20AC;˘ Media Prima Berhad Television Networks spends and annual total of RM200mil on developing localised content and purchasing foreign programmes / series â&#x20AC;˘ Media Prima Berhad invests in foreign branded content as well as develop a host of local branded programmes

edia Prima Berhad (MPB), Malaysia's leading media conglomerate held its Television Networks Screenings to unveil its new and returning programmes for 2007. The star studded event was attended by over 1400 media buyers, advertisers, corporate clients and local television personalities to have a glimpse of television programmes which will be on air next year on Media Prima Berhad now expanded Television Networks four channels: TV3, ntv7, 8TV and TV9. At the Screenings, the network featured its exciting programmeline-up for 2007 according

to the following genres: Mass (Prime Time), Urban Youth, Adults, Special Events, Malay, Kids and Chinese. This event is one of the ways that media buyers and advertisers get to see to see what MPB Television Networks has in store for the next years and shop ahead. "MPB expects that the growth of the media advertising will remain strong although competition within the media industry will continue to intensify. To remain competitive and sustain earnings growth, MPB will continue to invest n quality content and branding. During out visits to the New York Upfronts ad the Los Angeles Screenings we were able to negotiate first right to buy and

first right if refusal from the few American studios which we believe will satiate our viewers thirst fir the new seasons of programmes such as Desperate Housewives, Prison Break,American Idol Year 6, Greys Anatomy and My Name is Earl, amongst others," said MPB Television Networks, Group Chief Executive Officer, Dato' Farid Ridzuan. Some new foreign programmes slotted for the next year include,The Apprentice:Martha Stewart, Beauty & The Geek (Year 1 & 2), Betty the Ugly; also anime shows as MASR, Legion of Superheroes and Ultraman Nexus. MPB Television Networks viewers can also now look forward to a host of locally bred hot programmes such as Mentor Season 3, Puteri Season 7, Edisi Siasat, Thursday Night Live, Fear Factor Malaysia Year 2, Project Superstar Year 2, Akedemi Al-Quran Year 2 and Gol & Gincu Year 2. A few new programmes will also join its seasoned line up, such as Malaysia's Next Top Model, Antoo Fighters, Anak Pontianak, Susuk, Project Runway Malaysia, One in a Million Year 2, So You Think You Can Dance (Malaysia), Actorlympics and many more. The latest ratings show that the four MPB networks (TV3, 8TV, ntv7 and TV9) now collectively garner 53.5% of total Malaysian television viewership compare to 44% captured in the previous corresponding period.

Big-ticket advertiser Telekom Malaysia (TM) recently invited Spencer Azizul, Pesaka Grey, Dentsu, Friends, Lowe and Bloomingdale in an exercise to select more agencies onto its creative panel; to optimise its dealings and enjoy economies of scale. TM s current creative roster of agencies are TBWA, Astana and Interface. As official results rolled out last month, Bloomingdale and Dentsu were both appointed to handle some new key assignments.

The team at Bloomingdale rev up for the challenge! J ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Dekat di Hati PENANG .4

Bukit Pelindung

Gunung Ulu Kali

Bukit Besi Gunung Ledang

With 9 transmitters broadcasting throughout Peninsular Malaysia, TV9 is now closer to you.

DRAUGHT

had always wondered as a young boy what was this dark looking drink that some older men in the bars of Bangsar seemed to thoroughly enjoy. Today, I proudly say I know what they felt when they tasted it. Guinness Draught has been dubbed in most parts of the world as the cream of beers. It is set to be the toast of the town as it begins to hit more urban bars, bistros and pubs alike across Malaysia throughout the year. Amidst an 64

Experience the smoother, lighter side of stout in the world s best selling dark beer BY RAJ KUMAR

exclusive audience of media, business partners and local personalities, the creme d creme marked the beginning of a new era with a tributary showcase of the Guinness Draught Hall of Fame at Avenue K, near KLCC. Going back 248 years ago, when Arthur Guinness first brewed Guinness in 1759 at St James Gate brewery, Guinness has an annual production of 1.2 billion barrels a year, making it one of the largest lager producing breweries in the world. Guinness Draught is today the world's best selling dark beer. Brewed in 50 countries and consumed by 10 million people worldwide everyday, it is no wonder Guinness Draught as a brand itself stands alone in its category. "Guinness Draught is a premium, international brew with unprecedented quality and a rich European heritage. Not only is Guinness Draught currently the worlds best selling dark beer, it is also rated highly by lager drinkers in Malaysia because of its smoother, milder taste,' says Sean Koh, marketing manager, Guinness Malaysia. Contrary to popular belief, Guinness contains less alcohol than the average lager and only 198 calories, less than an equal serving of semi-skimmed milk. Another perplexing yet true fact is that the gas bubbles in a pint of Guinness Draught actually travels downwards instead of upwards like most other lagers. The most distinct feature of its ever-growing fame is the signature creamy head on a pint of

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Guinness, which no other lager has. "In recent times, we have observed an upward trend in the consumption of Guinness Draught especially among the younger, more affluent segment drinkers with an increasingly discerning taste for quality and distinction. As such, it is timely for Guinness to leverage on this positive rise in consumption by increasing the distribution of Guinness Draught to more urban bars, bistros and pubs alike across the country, making this majestic brew more accessible to the urban white-collar segment," adds Sean. Guests at the event had the privilege of being the first to discover Guinness Draught in all its glory. The Guinness Draught Hall of Fame was unveiled to guests with a symbolic opening of the famed St James gate of Dublin, home of the Guinness Draught by Charles Ireland, General Manager of marketing, Guinness Anchor Marketing. Some of the trivia in the St James Gate brewery contained posters some dating back to the World War 2 era. In the main party zone, amidst the sound of contemporary fusion jazz, guests were taught the correct method of puring a pint of Guinness Draught, populary known as the 2-part pour. As Guinness Draught steps up its efforts to increase the availability of this magnificent lager across the nation, more people will experience and cherish its smooth, creamy taste.

INTERACTIVE

Rethinking Advertising BY MACK ZULKIFLI

raditionalism in advertising - best known being the expensiveTV spot - is taking a plunge as technology changes the way products are being marketed. It's as if the viewing public had developed a cynical streak overnight, and that is bad for the business of advertising. Despite the good looks of the advertising fraternity and their wild party ways, many of these guys (and more watchable gals, off course) are geeks at heart. Which is whyI have always believed that the industry is Rasputin-ish in that way. Come what may, it will not die the way some people -A1Ries in particular - expect it to. Being geeks, they are also incredibly smart. Like theseguys atWPP's GroupM network of agencies, MediaCom, Mediaedge: cia, and MindShare. Taking the guns to where the new-age battle is fought, these chaps inked a deal to purchase an agreed upon minimum amount of TiVo advertising. Now that's a smart pre-emptive move if there ever was one. When TiVo first appeared, some industry soothsayers were predicting the fall of advertising - propped up by the revenues of TV spots. Well, TiVo and the guys in the industry sat back and cut a deal. Where there's money, there's a solution. The TiVo advertising model allows users to consciously seek the kind of advertising they want. In other words, they segment themselves!A biking freak like me would probably allow motoring ads to sneak past, but throttle shampoo or detergent ads- only for the reason that I don't give a damn about conditioning and send my clothes to the laundry. A metrosexual fairy type would probably allow skin-cleansing or whitening ads through, perhaps whilewatching a rerun ofTriends'.

So an individual's predisposed lifestyle would eventually form a pattern based on the kind of advertising said person allows. This also debunks a common theme amongst ultra liberal and anti-corporate chicken-shit types that claim people are sick of advertising. The fact is, they are not and they just cannot get enough, as exemplified by the rush on all the technology blogs that are springing to life. Have a look at Engadget.Com and tell me that it's not sublime advertising pandering to gadget debauchery.It's an orgy man. So the trick is to fit any current advertising model into the emerging scheme of things. I am pretty sure that we still cannot run away from what works, and TV spots - depending

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

on how they are executed - work. The greater challenge is to bring the impact created by a good TV spot to another level asTV viewership amongst the young has basically dropped since the introduction of the internet. Ladies and gentlemen, ignore the doomsday pundits yet again.The internet is not the death of TV spots. In fact it makes them more meaningful. Enter videocasting sites like YouTube.Com and the likes. People are posting up great TV spots which they ripped of their local TV for the world to see, and nobody asked them to! They steal it and post it online, and some have broadened the reach by the millions. A good example is the Budweiser Whassup ads that made it's round a few years back. More lately are the Apple iPod ads, including one which was made by an avid fan at zero cost for Apple. So while traditional advertising will flourish by extending themselves to the converging landscape of new media, some very smart ones will evolve. Media planners now can be just as creative as their brethrens over at Creatives. Imagine this. A campaign for a new car kicks off in the internet as a web page.The web page invites true petrol-heads' only to submit names for a spin round the Sepang F1 track with, say, Karamjit Singh. Karamjit then appears in selected radio spots goading listeners if they have enough scrotal gumption' to last a round with him in Sepang, and points to the website for registration. Billboards go up around town with a picture of Karamjit asking if "You are man enough" and pointing to the website. A few bloggers are rounded up with a promise of spy shots' and to conduct an online contest. Winner gets a shot of trying to beat Karamjit's time around the track. When the closing date arrives, the website announces a big party for the selection of the winners. However, all who registered will have to watch a sponsored program onTV where the ad is premiered.They announce a trial at Sepang where eligible contestants get to take the new car for a spin round the track to beat a certain time. Qualifiers get to go headto-head against Karamjit. Anyone who beats him get the first road model of the new car. That's just unimaginative me. I'm willing to bet that the ad agencies can come out with infinite possibilities. The point I am trying to prove is that the convergence of new media is not the death toll of traditional advertising. Nay, it offers infinite new possibilities.

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PRotivasi:

C!NTA OARJAT SerbsftagtaKah?

Motivation

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Beauty begins with health. If you are conscious on the well-being of your body, then you can count on RAPI regardless of your age. Rapi is the magazine that understands the needs of its readers. It features tips on how to take care of your beauty and health through controlling food intake, external care, exercise and fitness. Rapi is published twice a month especially for you who seeks the knowledge. For more information on the magazine, please contact us at 03 5101 3888 or visit our website, http://www.karangkraf.com/rapi

TOGETHER FOR EXCELLENCE IN RADIO

...Malaysia's performance at the year's Cannes Lions International Advertising Festival was proof of the country's growing creative reputation, ranking and prowess.

CtCtuu Secures Malaysia's Place on the Global Creative Map Datuk Vincent Lee â&#x20AC;&#x201D; President of4As & Borhanuddin Osman â&#x20AC;&#x201D; President of MACRO (background)

Unleashing creativity for recognition and economic benefit

he Association of accredited advertising agents Malaysia (4As) announced a revamp of the Kancil awards, in efforts to continue to strengthen its position on the creative world map. President ofthe4as, datuk Vincent Lee,said the annual Kancil awards has been revamped to accommodate the industry's rapid progress towards world- class standards as well as the needs of the ever- changing modem economy. Under the revamped rules for the 2006 Kancil Awards - themed "In/evolve: Securing Malaysia's Place on the World Creative Map" -entries would be judged by medium instead of products, allowing agencies to be more focused in their entry submissions.

With the revamp also comes a new "Rebel Idea Award", modeled along the lines of the Cannes Titanium Award,which will reward the most revolutionary, daring and unconventional idea in advertising for the year.The addition of this newcategory is a reflection of how serious the 4As is in bringing Malaysia's creative excellence up to global expectations. In line with the revamp, Datuk Lee also announced the first ever collaboration between the 4As and the Malaysian Association of Commercial Radio Operators (MACRO) to jointly interlink the AIR Awards with the Kancil Awards. The Kancil AIR Awards will be held on 10 November at the Shangri-La Hotel Kuala Lumpur while the Kancil Awards will be held

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

on 24 November at Sunway Lagoon Resort Hotel. The same jury as the Kancil Awards will do the judging of all entries for radio and the Best of Radio Award will be given out during the Kancil Awards. Datuk Lee said that the collaboration between the 4As and MACRO would help unite industry and strengthen the quality of radio ads, given that radio is becoming an increasingly significant medium. He added that the collaboration between the 4As and MACRO would widen the net for creative quality and excellence across mediums. "The collaboration between the 4as and MACRO aims to create benchmarks and standards to ensure the winners are competitive at the international level," Datuk Lee said.

TOGETHER FOR EXCELLENCE IN RADIO ledia Conference September 2006

Datuk Vincent Lee & Borhanuddin Osman

ALL'S WELL, END'S WELL MACRO would widen the net for creative quality and excellence across mediums. "The collaboration between the 4as and MACRO aims to create benchmarks and standards to ensure the winners are competitive at the international level," datuk Lee said. He noted that Malaysia's performance at the year's Cannes Lions international advertising Festival was proof of the country's growing creative reputation, ranking and prowess. Malaysian entries scooped up 11 awards, beating traditional creative powerhouses such as Japan,Thailand, Singapore and Hong Kong.

15 short-listed male contestants of the new reality series

GENTLEMEN FteadyRMr

LOVE?

Ntv7 unveils the male contestants of Cornetto Love? Perhaps

tv7 has unveiled its 15 short-listed male contestants of the brand new reality series in the quest for possible romance in Cornetto Love?Perhaps. Typifying the courting and falling in love journey, the concept of this show is very simple, whereby 15 guys are chosen to be on the show where they will compete to win the hearts of three of Malaysia's most eligible bachelorettes Every week, one guy will be eliminated, leaving three guys and three girls in the final episode. Cornetto LovePPerhaps is filmed within a span of three days over the weekend (Friday-Sunday) for the total of 10 consecutive weeks. As early as July this year, ntv7 embarked on a series of road shows calling out to local bachelors to participate in the audition. Hundreds of guys responded to the Call for Entry during the road shows which were held at Kolej Damansara Utama, Segi College, Sg.

Wang Plaza, Beijaya Times Square,The Curve and One Utama while the auditions were on 29 and 30 July 2006 at the Multipurpose Hall, Sri Pentas. However after months of arduous and painstaking processes of searching for the right eligible men, 15 male contestants were chosen. They hail from an interesting mix of ethnic background, lifestyles and careers - from the demanding profession such as lawyer, engineer, account manager, dance instructor and right to the plain student. These privileged bachelors include Kishvin (Kishz), 23 year old tv host/entrepreneur; Derrick, 22 year old dance instructor; Jonathan (Jiggee), 27 year old self employed/ businessman; Arthur, 22 year old student; Khai Tzer, 24 year old engineer; Keegan, 25 year old Business Development Executive; Darren, 25 year old self-employed; Sherman, 25 old sales person; Wee Hon (Hon), 27 year old executive; Tho Wei, 28 year old lawyer;

H ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Melvin, 23 year old account executive; Vuitton, 25 year old management associate; Teoh, 29 year old teleport business manager; Allan, 25 year old account manager and Jason, 20 yearold student. Ntv7's General Manager for Brand Management Group says, "By maximizing on creative twists and surprising the contestants, Cornetto Love? Perhaps is surely to keep the contestants and viewers guessing."

PASSION TO CREATE â&#x20AC;¢ R CREATING PASSION?

PERFECTION RE-DEFINED

Barney Films Centre

No,9 Jalan Peguam U1/25. Gienmarie Business Park, 40150 Shah Alam, Malaysia.

603 5569 41 88

603 5569 3289

It all begins with

Hie Beginning

he first product from the recent collaboration between ntv7 s parent company Media Prima Berhad, and Singapore-based MediaCorp Studios Pte Ltd, "The Beginning" has begun its joint production, the first of many more local Chinese dramas and variety shows to be produced in the next three years. The production team consisting of a mixture of 60 Malaysians and Singaporeans is currently busy shooting in various locations around Kuala Lumpur and Selangor, using equipment and stylist from Singapore, Hong Kong and Malaysia. Production is expected to complete by mid-July and a series of advertising and promotional activities will take place in August. Chinese drama enthusiasts will have something to look forward to when the one-

hour drama makes its debut on ntv7 this October 2006 on prime time. "The Beginning"is a 30-episode cosmopolitan drama that revolves around people who forsake kinship and love and resort to despicable methods for selfish gains, fame and money. Yu Jianing, Shi TieTou and Zheng Yucheng have known each other since they were young. They grew up together, and had once made a pact to be successful in the future, they become adults, the three of them end up walking different paths. Good friends become enemies and lovers are torn apart. It is the hand of fate toying with them indeed! MediaCorp's youngest star, Felicia Chin plays the main role Yu

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Jianing. Talented and exuberant Felicia was the first Singaporean to win the regional Star Search talent contest in 2003. She was also picked out as the "Best Acting Potential" in the same contest. Since then Felicia has acted in numerous television serials and hosted variety shows. Lim Yee Chung, multi-talented singer plus composer from Malaysia plays Shi TieTou in The Beginning. Yee Chung recently released his debut album, "1st Album",which has caught the attention of Taiwanese and Singaporean media. Shaun Chen who plays Zheng Yucheng, is a Malaysian born artiste who is a familiar face in numerous Singapore television serials since 2002 and also hosted the popular "City Beat" show. Talented and beautiful Malaysian actress Stella Chung acts as Yu Jianings stepsister Yu Tingli. Stella is well-known in the Chinese entertainment industry with a series of television serials, commercials and hosting acts. Ntv7 is currently the leading primetime broadcaster among Chinese viewers with a 39% audience share capturing an average of 221,000 viewers across Free-to-Air and pay TV Chinese Channels. (Source: AGB Nielsen Media Research)

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A Taste Of Nestled Media Innovations

Nestle is the largest and longest-established food company in Malaysia - its portfolio encompasses over 20 brands catering to the nutritional needs of all segments of Malaysian society. MindShare has partnered Nestle on diverse, strategic communications solutions for its many brands. Read on for a taste of creative and relevant media solutions created by MindShare to win over Nestles consumers. ffl ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

MINDSHARE

NESTLE ICE CREAM + TV VIEWING = COOL CREATIVE MEDIA BUY Nestle conducted a series ofconsumer studies for a new take-home tub category launch last year. From consumer research, the most common feedback from most people is that they eat ice cream at home while watching TV. Based on this observation, MindShare together with JWTcreated a campaign for Nestle LaCremeria that revolved around TV entertainment and the joy of eating ice cream. MindShare explored ideas and options that would closely associate Nestle LaCremeria with TV viewing. MindShare wanted to prompt consumers to have the product when theywatch TV at home. The Star is the nations leading English newspaper.Their "TV Guide" is highly referred to by readers when planning their daily TV viewing and is an environment that would deliver the best impact for Nestle LaCremerias campaign idea. Unfortunately, the standard ad space available in Stars TV Guide is the bottom panel while something more intrusive and attentiongrabbing was needed. More importantly, MindShare want LaCremeria to be a big part of great TV entertainment. With support from The Star, we revamped the lay-out of their TV Guide to incorporate Nestle LaCremerias ad message at the centre of the page. This island ad had created a huge impact and left a lasting impression amongst readers of The Star because it had never been done before on the TV Guide. It was also brilliantly tied back to the campaign idea that Nestle LaCremeria makes TV entertainment extraordinary for you.

FRISKIES' FEUNE FANTASIA Friskies is the current market leader in specialized cat food. However, there is still room for category growth, as consumer research indicates most Malaysian consumers still feed their cats with home-cooked 'human food'such as fried fish or scraps from the dinner table. This presented Friskies with an opportunity to recruit these consumers into the cat food category. MindShare's 3D research and other consumer insights data were used to fine- tune the targeting. It was identified that the brands' Malay target consumers had limited knowledge about feline care and learnt primarily through trial and error, cooked a great deal, and hence tended to feed their cats with 'human food'. TV was revealed as a key medium to reach this audience.

Nestle needed to effectively educate these cat lovers that Friskies cat food is more advantageous for their pets. Mindshare sought to do this in a highly-viewed, involving and somewhat unexpected TV platform in order to surprise and connect with them. Mindshare persuaded Akademi Fantasia, Malaysia's most popular reality programme, to integrate Friskies seamlessly into its content. The Friskies catwas introduced as an unexpected surprise into the Akademi. Week upon week the students were taught how to care properly for the cat especially in terms of feeding. In the process, the Friskies cat became a star and a popular member of the Akademi. Friskies received a higher ROI and greater impact than what would have been received from a traditional TV spotbuy. The excitement around the Friskies cat spread to the internet and even print.

A HOT MEDIA PARTNERSHIP FOR MAGGI HOT CUP MAGGI wanted to reinforce that MAGGI Hot Cup noodles as an appetizing "meal on the go", especially among younger consumers. Maggi decided to partner Hot FM, a Malay radio station targeting teens and young adults on a never-seen before stunt - the Maggi and Hot FM Bicycle Tour - which saw the stations' top celebrity DJs cycling round the nation on a tandem bicycle to get closer to consumers. The DJs, Fara Fauzana and Faizal Ismail, braved sun and rain while riding a tandem bicycle nationwide - all the way from the starting line in Alor Setar to the finish line in

Kuantan. MAGGI's sampling van tailed the DJs throughout their journey. Along their traveling adventure, stops were made at various rest points where Fara and Faizal served fans and curious on-lookers with steaming MAGGI Hot Cups. A huge crowd turned up at almost every stop with people from all walks of life wanting to catch a glimpse and be a part of the action. To ensure Maggi Hot Cup was synonymous with the stunt, Maggi branding was everywhere! The MAGGI logo appeared on the DJs' t-shirts, helmets, bicycle, water botdes, bicycle flag, and even their cycling pants.At the finishing point at TV3's Jom Heboh Carnival in Kuantan, the DJs were greeted by Maggi trishaws which ferried the tired cyclists to the MAGGI stall where they were served with a congratulatory feast. MAGGI Hot Cup received tremendous exposure via the radio station and its website. Live crossovers were made back to the station by the DJs several times a day, and Maggi Hot Cup was integrated into their conversations. To add to the excitement, listeners were able to make suggestions on where the DJs should make their next stop, vote on whether they think the DJs would make it to the end, and even follow the daily photographs and escapades of Fara and Faizal via their daily blog. At every step of the way, the DJs enthusiastically endorsed Maggi Hot Cup. So huge was the hype that the event also received massive media coverage. Apart from radio and internet, the MAGGI/Hot FM event also appeared on prime time news and entertainment programmes, and was covered in many national newspapers and magazines.

5 COMMUNICATIONS MAGAZINE OCT 06 J

ADVERTISE IN ADOI ANDTOUCH THE RICH AND FAMOUS! ADOI is now more than 8 years old as the only marketing communications monthlyin the market. Our ABC-audited circulation stands at 6,405 copies and we estimate our readership figures at over 25,000 per month. Half our readers are top 50 advertising spenders and the rest are in advertising and media. ADOI is a holistic read and as such, we cover all facets of the marketing communications industry. Hope you enjoy our new format and upgraded styling: we are increasing our number of pages up to100 and in a compact, perfect-bound size.

Double page spread (DPS), full colour Double page spread (DPS), black/white ROP full-page, full colour ROP fiill-page, black/white ROP half-page, full colour ROP half page, black/white 1/3 Strip One Column - colour (horizontal) 1/3 Strip One Column - colour (vertical) Coupon insert CD-Rom Cover Attachment Ad Belly Wrap Quarter page Loose insert Four page gatefold Four page reverse gatefold Cover gatefold Reverse cover gatefold

RM 7,200 7,000 3,600 2,400 2,400 1,800 1,200 1,200 6,000 9,600 9,600 1,200 7,000 13,000 13,000 15,000 18,000

*ADOI Magazine is a proud member of the Audit Bureau of Circulations

All advertising materials and proofs should be sent to: Sledgehammer Communications (M) Sdn Bhd No 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur. T: +603 7726 2588 F: +603 7722 5712 E: jeff@ham.com.my W: www.adoimagazine.com

The journey continues as we showcase in this ongoing series outstanding advertising that have created waves in the local ad scene. By doing this, we are also playing the role of flag-bearer for Malaysia's creative delegation to AdFest 2007 in March in Pattaya. Keep the good work coming in. Email your best to ham@pop.jaring.

Continued *

COUNTDOWN

ADFEST 2007!

DRAFT

FCB

Client SC Johnson Product Off! Insect Repellent Agency Draft FCB Client Service Sharon Khor Creative Director Yap Pow Hoong Copywriter Reza Abdullah Art Director Reza Abdullah Photographer Fai (IFL), Corbis Images Print Producer Alvin Chew Colour Separation Far East Digital Imaging Digital Imaging - Mei Ling (IFL)

â&#x20AC;¢ ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Client SC Johnson Product Baygon Title Frog Agency Draft FCB Client Service Sharon Khor Creative Director Yap Pow Hoong Copywriter Yap Pow Hoong Art Director Yap Pow Hoong Photographer Getty Images Print Producer Alvin Chew Colour Separation Far East Digital Imaging Mei Ling (IFL) ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 79

COUNTDOWN

ADFEST 2007! -

DRAFT

FCB

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Client Beiersdorf Product Hansaplast Scar Reducer Title Calendar '07 Agency Draft FCB Client Service Sharon Khor Creative Director Yap Pow Hoong Copywriter Quah Chia Seang Art Director Chen Wei Choon Designer Chen Wei Choon, Christine Cheeiau Siew Ting, Ooi Yee Hwa Print Producer Alvin Chew Colour Separation Far East 80

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

COUNTDOWN

ADFEST

2007!

DRAFT

FCB

Scars reduced right before your eyes! Challenge Support Hansaplast Scar Reducer's launch with on-ground activities.

Solution The target audience are parents with children aged 618, A shopping mail's tee rink and ice resurfacer presented an opportunity to engage them. The ice resurfacer appears every 2 hours daily to reduce 'scars* on the rink. By branding the ice resurfacer, the product benefit was brought to life. Because the product is sold at pharmacies in the mall, consumers can easily enquire about it

Results The communication ran in August 2006. ft coincided with a i-week school holiday when the mall was packed, and therefore generated high trade enquiries and sales,

Scar Reducer

Client Beiersdorf Product Hansaplast Scar Reducer Title Ice Rink Agency Draft FCB Client Service Sharon Khor Creative Director Yap Pow Hoong Copywriter Quah Chia Seang Art Director Chen Wei Choon Designer Chen Wei Choon, Christine Chee Photographer Raymond Sih (IFL)

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 81

COUNTDOWN

ADFEST

2007! -

M&C

SAATCHI

BOTANIQUE SLIMMING CREAM - VISIBLE RESULTS EVEN BEFORE USE

Brief

Design apaper bag for customers who purchase the Botanique SlimmingCream.

Solution

Use the dimensions of the paper bag to demonstrate the benefitof theproduct.

Result

Some customers actually reused the paper bag to cart other items.It generatedinterest from friends andco-workers about theproduct. And to the customer,it became ahip bagto carry around.

Title "Before /After" Client Botanique Creative Director Anthony Wong Art Director Danny Ch'ng Copywriter Ezra Foo

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

COUNTDOWN

ADFEST

2007! -

M&C

SAATCHI

Title "Broken Window" Client Music Room Creative Director Anthony Wong Art Director Danny Ch'ng / Kok Seng Copywriter Ezra Foo / Herbie Phoon ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 83

This 76ft (L) x 21ft (H) structure was erectedunderneath the KL Monorail track along JalanSultan Ismail. It demonstrates Nike's obsession with detailsin creatingthe Airmax 360shoe, much like an airfix hobbyist.

Title Air Fix" Client Nike Creative Director Anthonv Wona Art Director Dannv Ch'na Convwriter Ezra Foo

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

COUNTDOWN

ADFEST

2007! -

M&C

SAATCHI

Title "Double Expression" Client Pensonic TV Creative Director Anthony Wong Art Director Danny Ch'ng Copywriter Ezra Foo

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 85

COUNTDOWN

ADFEST

2007! -

DENTSU

MALAYSIA

WAT76NAI 81.000 CENTRE. CALL 14.15 <s\

Title Ink Client National Blood Centre Creative Director SP Lee Art Director KC Aiii Copywriter KC Aui / Chan Woei Hern

86 ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

m*o

Title Bed Client Taisho Kampo Creative Director SP Lee Art Director Norman Tang / KC Aui Copywriter Chan Woei Hern

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06 87

COUNTDOWN

ADFEST

2007! -

DENTSU

MALAYSIA

You'll never know what's around the corner Piease drive safely

UNIVERSITI TEKNOLOGI MARA (UiTM) - Blind Corner This ambient was part of a road safety campaign for UiTM. Buntings were placed at various strategic locations in the university. Students who are rushing to their lectures ran headlong into it, demonstrating the dangers of speeding.

Title Blind Corner Client University Teknologi Mara Creative Director SP Lee Art Director KC Aui / Chan Woei Hern Copywriter Chan Woei Hern / Elyas Ezanee Daud

ADOI MARKETING COMMUNICATIONS ^IAGAZINE OCT 06

ersation

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

SHOPPER

TRENDS

Competition for the grocery dollar

continues in Asia Pacific!

ompetition for the grocery dollar is set to continue in Asia Pacific with the total number of grocery outlets in the region increasing by two percentage points to over 12.7 million by the end of 2005, according to the latest 2006 ACNielsen | ShopperTrends report. Conducted annually, ACNielsen, ShopperTrends provides insights into changing grocery shopper behaviour and the factors driving shopper satisfaction and loyalty in 15 countries across Asia Pacific and more than 40 globally. ShopperTrends also provides an understanding of shoppers' awareness and usage of Private Labels. The real action across the region is coming from the growth in modern self-service grocery stores. In 2005, a net increase of over 12,000 stores, an increase by six percentage points compared to 2004 was experienced.The growth was driven by a 19-percentage point increase in hypermarkets and 15-percentage point growth in convenience stores.The increasing availability of these store types is continuing to have a significant impact in changing the behavior of shoppers in this region. (Chart 1)

THE SHIFTING GROCERY SPENDING In 2005, modern grocery retailing accounted for 48 percent of fast moving consumer goods' (FMCG) packaged grocery sales in Asia - an increase of two percentage points compared to 2004 and at similar rates the last five years. (Chart 2) "The switch of spending from traditional grocery stores is expected to continue at this rate over the next 12 months, when we are likely to see the modern trade becoming more important, for the first time,

Hypermarkets and convenience stores continue to be builtata rapid pace across the region Growth in store numbers in Asia i points

Asia I Hypermarl«<sonvenience •tBupermartofEot;

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Client logo or business unit name in master

(Chart 1) than traditional stores," Steve Watt, Managing Director, ACNielsen, Malaysia said. "In fact this is already the case in North Asian countries, with China (excluding villages) experiencing another three percentage points shift compared to 2004, with the modern trade now accounting for 53 percent of total grocery sales." (Chart 3) In South-East Asia, the picture differs, with Singapore the only market where the modern trade dominates. Compared to North Asia, only 43 percent of sales in South-East Asia go through modern self-service grocery shops, although the shift towards the modern channels continues in nearly all countries. The most significant modern trade growth during

H ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

2005 has come from Malaysia, Indonesia and Vietnam. (Chart 4) The grocery retailing structure is changing. Based on the regular usage of the different store formats in urban centres, the grocery retailing structure in Asia Pacific is gradually changing and can be segmented into four distinct groups according to ACNielsen | ShopperTrends. Among them the Pacific, Hong Kong and Singapore are the most developed; Korea, China and Japan the most fragmented; Thailand, Taiwan and Malaysia have become more hypermarket-dominant; and the developing markets of Indonesia, the Philippines and India are fast catching up.

Continued on Page 92 •

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SHOPPER

CONCENTRATED SUPERMARKET-DOMINANT MARKETS In Hong Kong, Singapore and the Pacific, the modern grocery trade accounts for more than 90 percent of packaged grocery sales and the markets are dominated by a limited number of chains. Supermarkets are the most frequently used channel by the vast majority of shoppers, typically visited twice a week or more. Meanwhile convenience stores are well established in these markets, where 50 to 60 percent of shoppers use them regularly on average, once a week, and less frequently than the use of Supermarkets. In Hong Kong however, with the much higher frequency of shopping, over eight in 10 shoppers are using convenience stores, on average, three times a week. Hypermarkets are either non-existent in these markets or very limited. In Singapore, where there are now nine Hypermarkets used by a quarter of shoppers, only four percent use them as their main grocery store.

FRAGMENTED MULTIPLE CHANNEL MARKETS While they may be at different stages of development in grocery retailing, Japan, Korea and China are experiencing the greatest level of diversity of all markets in Asia Pacific, from the well-developed and slowly changing Japanese market, to the transitioning Korean market, to the fastest changing retail market in the world, China. Within urban centres, there are some striking similarities in how people shop, with a significant amount of cross-channel shopping, most developed in Japan but increasingly in China as available shopping options increase. Shoppers in these markets are, along with Hong Kong, the most frequent shoppers in the region, using Supermarkets two to three times a week and Hypermarkets once or twice a month in China and Korea. The level of development of convenience stores differs across the three markets,with the vast majority ofJapanese shoppers being regular and frequent users, while only 25 percent of urban Chinese shoppers are using convenience stores currently. "This is clearly a reflection of the number of stores, with Japan having more than 10 times the number of stores per head of population, but again it s a retail format which is starting to increase in China, with store numbers growing by18 percent in 2005," Watt added.

HYPERMARKET-DOMINANT MARKETS

TRENDS

It appears likely that 2006 will see the modern trade establish a 50% share of grocery sales in Asia.... Grocery Share of Trade in Asia (excluding Japan)

1999

2000

2001

2002

• Modern SelfServiceTrade

2003

2004

2005

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Korea experienced the biggest shift to the modern trade during 2005 followed by China ... S hare of trade for modern self -service outlets North As ia • 2003 • 2004 • 2005 84

Taiwan China exclude villages

Korea

China

B ased on F MCG categories tracked by AC Nielsen

(^C^Ielsen (Chart 3)

Among the three markets in the hypermarket-

ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Continued on Page 94 •

v y>--

SHOPPER

dominant category, Taiwan is significantly more developed than both Malaysia and Thailand, with 90 percent of grocery sales going through the modern trade nationally compared to less than 50 percent in the other two countries. Hypermarkets are the main store format for more than 50 percent of shoppers in Taiwan, Malaysia andThailand, and the majority of households use them on a regular basis, typically two to three times a month. Meanwhile a developed convenience store sector is fast emerging. In both Taiwan and Thailand, over 85 percent of urban shoppers use convenience stores as often as three or four times a week - higher than in Japan. Malaysia, while behind in this area, has experienced a significant growth in 2005, with an increase in regular users of convenience stores from 43 to 65 percent of households. The growth in the largest and smallest modern trade formats has created pressure on supermarkets, where the number of shoppers using this channel has been declining. "To survive in these markets, it is clear that supermarkets will need to effectively differentiate themselves, as they struggle to compete - on price and range with hypermarkets, and on location with convenience stores," Watt urged.

TRENDS

While the modern trade gained share in Malaysia, Indonesia and Vietnam, the traditional trade remains strong in the Philippines.. Share of trade for modern self-service outlets

Singapore

Malaysia

Thailand

Vietnam = Hanoi & Ho Chi Minh India = 23 Metro centres

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Philippines

Indonesia

Vietnam

India

Sri Lanka

Based on FMCG categories tracked by ACNielsen

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DEVELOPING MARKETS At the other end of the scale, traditional trade, counter service grocery stores and wet markets are still dominant in Indonesia, India and the Philippines. Shoppers in these markets visit the traditional format daily or once every other day and supermarkets less frequently. While about 50 percent of urban shoppers are using supermarkets on a regular basis, hypermarket penetration is low and convenience stores are hardly used. Convenience stores aren't developed but there is an interesting trend in the Indonesian market where mini-markets have been growing rapidly with the number of stores growing by 15 percentage points in 2005 to over 6,500 and share of trade nationally increased by 10 percentage points. The appeal of mini markets to shoppers is low-priced convenience. "All in all, there are no signs that the competition for our grocery dollar is slowing in Asia Pacific. While China has been the most dynamic grocery retailing market in Asia over the past decade and continues its dramatic transformation, it could be facing some competition in the next couple of years," Watt added. "With news every week of companies looking to invest in the retail sector in South Asia, and India in particular, retailers and manufacturers need to watch this retail space very closely." m ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

HE'S THE WORLD'S LEADING YOUTH AND TECHNOLOGY BRANDING GURU. HIS WRITINGS ON YOUTH AND MEDIA TECHNOLOGIES REACH 4 MILLION PEOPLE EVERY WEEK. HIS BOOK 'BRAND CHILD' HAS REVOLUTIONIZED HOW COMPANIES COMMUNICATE WITH THE YOUTH.

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

S j|

THE STRATTS TIMES

MFyk Globe!! IJflJfi) Brand Forum

Singapore 2006

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An average 6.33 pageviews per visitor, can be viewed as satisfactory, considering the audience we reach. N

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THE LEADING RESOURCE FOR ADVERTISING & MARKETING PROFESSIONALS

'Extracted from the Adoimagazine.com online registered subscribers, Sept 2006

iDoiMirani

NEW

YORK

FESTIVALS

BBS! - *

Company

Title of Entry and Brand

Category

Award

M&C Saatchi, Malaysia.

Before / After Botanique Slimming Cream

Specialty Advertising: Consumer

Finalist Certificate

TBWA-ISCMalaysia

Brick Wall Samsonite

Promotions Marketing: Display/Point of Purchase Support

Bronze World Medal

TBWA-ISCMalaysia

Fish Tank Whiskas

Promotions Marketing: Display/Point of Purchase Support

Finalist Certificate

OgilvyOne Worldwide Sdn Bhd

Dim Sum IBM Malaysia

Direct Mail: Business to Business Products

Finalist Certificate

OgilvyOne Worldwide Sdn Bhd

Empty Almanac Guinness Foreign Extra Stout

Direct Mail: Consumer Products

Silver World Medal

Arc Worldwide / Leo Burnett Advertising

Best of Both Worlds Business Services Malaysia Airlines

Direct Mail: Business to

Silver World Medal

OgilvyOne Worldwide Sdn Bhd

Pin Of Life The Good Shepherd Shelter for Unmarried Mothers

PSA: Promotion of Peace & Human Rights

Finalist Certificate

AMP Radio Networks

Aiman Tak Kisah: I (Aiman) Don't Care Public Service Message

PSA: Health & Hygiene

Finalist Certificate

M&C Saatchi, Malaysia.

Salad ZangToi Fashion Cafe

Photography (Print/Outdoor)

Finalist Certificate

M&C Saatchi, Malaysia.

Orchid Ole Cafe

Copywriting

Finalist Certificate

Planet Films

Futsol Djarum

Editing

Bronze World Medal

M&C Saatchi, Malaysia.

Celcom Territory: Sabah / France / China Celcom (M) Berhad

Telecommunications

Bronze World Medal

M&C Saatchi, Malaysia.

Fashion Cafe: Salad / Steak/ Noodle ZangToi Fashion Cafe

Retail Food

Finalist Certificate

TBWA-ISCMalaysia

Brick Wall Samsonite

Personal / Leisure Products

Finalist Certificate

m ADOI MARKETING COMMUNICATIONS MAGAZINE OCT 06

Dentsu, Block C, Plaza Damansara, Jalan Medan Setia 1, Darnansara Heights, 50490 KL t: 03 2711 5555 e; yuko.ushiama@dentsu.com.my

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

Call 03 9543 8888

RADIO

cfEl

NETWORKS

/^rnJxfm yisv ^3 JiU Source: Nielsen Media Research, Radio Diary Listenership Survey, Sweep #1, 2006.

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

Road To Pattaya mi nveift!i> AAurruncDC rnuncccr mA7l â&#x20AC;˘r

How we can rule at

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

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

Audit Bureau of Circulation

(6,405 copies)

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

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#ND20Â°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

- 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

BEY#ND2Â°Â°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

Reach35IVIillion@yahoo.com

Need to navigate your way to 35 million consumers? YES? Yahoo! leads you to 35 million engaged consumers across Southeast Asia, monthly. Reach Women, Affluents, Youth - or any demographic you wish.Plan a direct path to your target audience with our advanced precision targeting and tracking tools.

Chart your way to millions today.Treasure maps not required. Visit us at www.yahoo.com,sg/yes or email Reach35Mi!lion@yahoo.corn for a free Yahoo! Media Guide. Limited copies only,

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BEY# ND2Â°Â°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

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XTRAORDINARY

YEARS

XM Celebrates 10 Years, Launches New Service

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?

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

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

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COLUMNIST

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

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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

RAISE?

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FH agencies

Media Account management - Advertising agencies

I Creative depts.- Advertising agencies

Creative depts.- Interactive agencies Shown as a percentage of companies

801

AQUENT REVEALS NEW SALARY SURVEY

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.

ellowPost* contains interesting articles and information to enlighten and enrich ur reader's hearts and minds. Its content is carefully designed to encourage nd motivate our youth to be optimistic and positive.

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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

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.

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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

• 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

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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.

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.

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.

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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^

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

SONY BRAVIA LCD TV

Abbott Mead Vickers.BBDO Balls

CARLTON DRAUGHT BEER

BANGKOK INSURANCE

5= HONDA

Big Ad Tyre / Twister / Robbery

Impossible Dream

VIAGRA • Golf / Office / Coach* 7

SMOOTH E BABY FACE FOAM

CANAL +

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)

27 VOLKSWAGEN GOLF GTI

George P atterson Y&R (Melbourne)

28 VODAFONE

Creative Juice\G1 (Bangkok)

29 PONLE CORAZON ANNUAL COLLECTION

Wieden+Kennedy

30 NORSK TIPPING L OTTO - Old People's Home

Try Advertising (Oslo) Grupo Gallegos (Long Beach,CA)

(London)

Taxi (Toronto)

31 ENERGIZER MAX BA TTERIES

Beard

JEH United Ltd (Bangkok)

32 ORANGE MOBILE NETWORK

* Blackout

BETC Euro RSCG (Paris)

33 MCDONALD'S

JWT (London)

34 THAI LIFE INSURANCE

Wieden+K ennedy (London)

35 JAPAN DAIRY COUNCIL

DDB London

36 PEUGEOT 1007

37 ADIDAS

Santo (Buenos Aires)

38 VISA • Savage/Logos

Lowe (London)

39 H&M STORES

Arnold (Boston), Crispin PB (Miami)

40 AMERIQUEST MORTGAGE

Karl Lagerfeld*

44 NIKE • Run Barefoot

Water Balloons

24 SMIRNOFF RED VODKA 25 RENAULT SAFETY

* Love

Crashtest

Child*

DDB Los Angeles

DDB Paris

Lullaby

Del Campo Nazca Saatchi &Saatchi

Dust

Crispin Porter + Bogusky Wieden+Kennedy

Leo Burnett (Lisbon)

45 MEXICAN RED CROSS

El Hotel/JWT (Buenos Aires)

46 AMNESTY INTERNATIONAL

Young & Rubicam (Buenos Aires)

47 AIDES AWARENESS

McCann-Erickson (San Francisco)

48 GOL LINHAS AIRLINES

JWT (London)

49 NIKE

Nordpol + (Hamburg)

Red Room (Stockholm)

* Doctor / Concert & campaign

Ogilvy & Mather (Buenos Aires)

23 MICROSOFT X-BOX 360

Young & Rubicam (Buenos Aires)

19 SPRITE

Father & Daughter

180 Amsterdam

43 GAP STORES

Euro RSCG (London)

MTV

Dentsu (Tokyo)

Easy Life

Leo Burnett (London)

Ogilvy & Mather (Bangkok)

Gimme TheBall

18 DFT / ROAD SAFETY • Cameraphone

Alzheimer

Mother (London)

Love Letter

McCann-Erickson (San F rancisco)

Leo Burnett del P eru (lima)

My Son

41 L'EQUIPE SPORTS NEWSPAPER

Redial & campaign

Leo Burnett (Sydney)

42 PAMPERS

21 KNORR SOUPS

Magic*

Inner Child

20 IAC/INST. FOR SUPPORT OF ABUSED CHILDREN

DDB Germany (Berlin) Bartle Bogle Hegarty (London)

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)

Saatchi & Saatchi (Mexico City)

* Candle

TBWA\Paris

Vibrators*

TBWANParis

Bird

AlmapBBDO (Sao Paulo)

Press Conference

Wieden+Kennedy (Portland, OR)

50 DIGITAL + • Cine Sin Interruption campaign

Contrapunto (Madrid)

1PRINT THE MOST A WARDED PRINT ADS AND CAMPAIGNS IN THE WORLD IN 2006 Ad pts 1

HARVEY NICHOLS

NIKE * Run Free Road campaign

GOLDEN WONDER GOLDEN SKINS CRISPS

Calendar campaign

4= LAND ROVER OWNERS CLUB SONY PLAYSTATION

* Directions

Head

WONDERBRA

11 NEWS 1 CHANNEL

GRANDE REPORTAGEM MAGAZINE

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

26 UNICEF ISLAMIC EDUCATION AWARENESS

JWT Shanghai

27 NATIONAL NEWSPAPERS OF IRELAND

JWT London

28 VOLKSWAGEN POLO

Lowe & Partners (Kuala Lumpur)

29 LEVI'S SLIM JEANS

TBWAXParis

30 THE ECONOMIST

Euro RSCG Flagship (Bangkok)

32 SONY PLAYSTATION 2

FCB Lisbon

33 MAPA SPONTEX

Dentsu (Tokyo)

34 SOS MATA ATLANTICA

See-Through

F/Nazca Saatchi & Saatchi

Ogilvy & Mather (Bangkok)

35 PEDIGREE DOG TREATS

Forest / Lady

TBWA\Paris

Saatchi & Saatchi (Singapore)

36 IAPA ADOPTION AWARENESS

Leo Burnett (London)

37 EMI/STOP MUSIC PIRACY

Ogilvy & Mather (Santiago)

38 HARRY'S BREAD

39 WORLD WILDLIFE FUND

(Bs As)

Cleaning Ladies campaign

Baby / Bodies / Head / Panties

The Bill / Stallion / Bad Hair Day & campaign

Bed / Book campaign

40 INTERTOOLS LONGLIFE TOOLS

17 ALTOIDS MINTS

Leo Burnett (Chicago)

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

Queen / White House Feathered Dinosaurs Exhibit

* Fear / Horror / Terror Soldier (+ Boxer & campaign}

« Long Life campaign

BBDO Bangkok

43 ADIDAS OLYMPIC SPONSORSHIP

44 MINERY FOOT CARE

campaign

McCann-Erickson (Kuala Lumpur)

45 SALVATION ARMY WINTER APPEAL

46 ACTRON PEDIATRICO ANALGESIC

(Sao Paulo)

Blanket Baby / Dress & campaign

Saatchi & Saatchi (Singapore)

47 MINI

48 JOBSINTOWN.DE

TBWA\Hunt\Lascaris (Johannesburg)

49 SURVIVAL INTERNATIONAL TRIBAL PEOPLES' RIGHTS

BBDO (Santiago)

50 PEUGEOT 1007

Stencil Insert * Cash Machine / Coffee Dispenser & campaign

5 5

Ogilvy & Mather Bangkok

DDB Paris

Ogilvy & Mather Singapore

Creative Juice\G1 (Bangkok)

DDB Toronto

* Sliding Doors

TBWAXParis

TBWANShanghai

Foot Care

Ground Zero (Los Angeles)

Ogilvy & Mather Frankfurt

Churchill / Chaplin / Newton

TBWA\Paris

TBWAXParis

Handstand / One Hand / Backflip

JWT Makati City

Scholz & Friends (Hamburg)

TBWA\Paris

Crocodile / Elephant / Giraffe

41 NIKE SHOCK SHOES

(London)

Ogilvy & Mather Mumbai

• Little Girl (+ Sandwich & campaign)

Abbott Mead Vickers.BBDO

31 BOSCH VACUUM CLEANER

Del Campo Nazca Saatchi& Saatchi

JWT Mumbai

(London)

Chemistry (Dublin) DDB London

Slim Figures campaign

18 MAGLITE TORCH

Sizes campaign

Stuck In Lift/Jordan & campaign

Whybin\TBWA (Auckland)

19 GREENPEACE

FCB Kobza (Vienna)

Crosswords

16 ADIDAS * Be The Ball campaign Hot Coals & campaign

* Book

Publicis Conseil (Paris)

Miles Calcraft Briginshaw Duffy

6 6

(Portland, OR)

* on TheShowreel of The Year 2005

TABLE 2

•

Ad pts

Lobedu Leo Burnett (Johannesburg)

Young & Rubicam (Buenos Aires)

Crispin Porter + Bogusky

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

Great Britain (2)

170

248

Volkswagen (1)

USA 0)

119

196

Sony (3)

Argentina (6)

104

Nike(4

FranC6(3)

104

Honda (4=)

Thailand (5)

adidas (2)

Brazil (7)

Harvey Nichols (-)

Germany (4)

Coca-Cola (8)

19 18

Australia (10)

Bangkok Insurance (-)

Japan (9)

Guinness (-)

Spa'n(12)

Mini (13 =)

Canada (8)

Mexico (14)

Viagra (-)

South Africa (15)

Singapore (11)

Carlton Lager (-)

Vodafone ( -)

The Netherlands (13)

Malaysia (16)

McDonald's (-)

New Zealand (17)

Chile (20 =)

Microsoft (-)

Rexona / Sure (-)

China (23 =)

Stella Artois {-)

11=

13=

15=

MTV(-)

Amnesty International (-)

Italy (18)

Renault (13=)

India (-)

21=

Axe/Lynx (6)

Portugal (25 -)

Sweden (22)

24= Austria (-) Norway (23 =)

Smooth E Baby Face Foam (-)

Toyota (-)

25=

(numbersin brackets()= ranking 2005)

Winner pts

MJZ (London, Los Angeles,New York) (7

Phenomena (Bangkok) (1)

Virgin (7)

Altoids (-)

American Legacy Foundation (13

THE MOST A WARDED PRODUCTION COMPANIES IN THE WORLD IN 2006

Ikea (-)

Peugeot (13=)

(numbers in brackets ()= rankin9 2005>

Gorgeous (London) (13 =)

Stink (London) (11)

Thanonchai Sornsrivichai (Thailand) (1)

Landia (Buenos Aires) (18)

Andy Fogwill (Argentina, USA) (11

Kleinman Productions (London) (-)

Daniel Kleinman (Great Britain) (4

Â»)

Academy (London) (-)

Biscuit Filmworks (Los Angeles) (3 Partizan (London, Los Angeles) (13

THE MOST AWARDED DIRECTORS IN THE WORLD IN 2006

@ radical.media (London, Paris, New York, Sydney, Berlin) (2) =)

Luciano Podcaminsky (Argentina) (8 |van Zacharias (Czech

Republic & Great Britain) (10)

Frank Budgen (Great Britain) (17

7s5

Joachim

Winnerpts

Back (Canada) (-)

16 15

Czar (Brussels, Amsterdam) (24

The Partners' Film Company (Toronto) (-)

Njco|ai Fugs,ig (Denmark

Plaza Films (Sydney) (-)

Glue Society (Australia, USA) (-)

Dentsu Tec (Tokyo, Kansai) (-)

Paul Middleditch (Australia) ( -)

12=

Antoine Bardou-Jacquet (Great Britain) (-)

Fredrjk Bond (Great Britain) (.}

15= Central Films (MexicoCity) (-} Hungry Man (New Y ork, London) (7 =) Outsider (London) (-}

15 & Great Britain) (-}

Craig Gillespie (USA) (17 =)

SpikeJonze(USA , Great Britain) <->

Pioneer Productions (Buenos Aires) (13=)

Car,os Manga Junior (BrazN) (_}

Rebolucion (Buenos Aires) (-)

Ne_o (Great Britajn) (.}

Republika Films (Sao Paulo) (-)

18= Moxie Pictures (New York, London) (-)

Noam Murro (USA) (2 =)

RSA (London, Los Angeles, New York) (-)

23= Markenfilm (Berlin, Hamburg) (-} Revolver (Sydney) (-) 25= Catatonia Films (Mexico City) (-)

chris Pa,mer (Great Britain) {.}

19=

Rodrigo

Garfield K empton (Great Britain) (-)

Steve Rogers (Australia)(-)

Egg Films (CapeT own) (-)

Garcia (Mexico) (-)

23=

Peter Thwaites (Great Britain) (-)

Armando Bo (Argentina) (23

Epoch Films (London, New York, Beverly Hills) (-)

Bryan Buckley (USA) (11 =)

Nexus (London) (3 =)

Martin Granger (Canada & USA) (-)

Tesauro (Madrid) (-) Wanda Productions (La Plaine St-Denis) (19

7 =)

(numbers in brackets ()= ranking 2005)

0 ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06

(numbers in brackets ()= ranking 2005) COntillUGd

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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

DDB London (4)

BBDO (New York, Atlanta, San Francisco)

TBWAXParis (2)

DDB Germany (7 = )

JWT (SaoPaulo,Curitiba)

Abbott Mead Vickers.BBDO Crispin Porter + Bogusky

(London) (19=)

(Miami) (5)

Dentsu (Tokyo & Osaka) (3)

(London) (7=)

TOTAL

Winner Pts TV

Winner Pts Print

12 12

(32)

(-)

TOTAL

Leo Burnett (London) (-)

McCann-Erickson (Buenos Aires) (-)

Wieden+Kennedy

Mother (London) (27 =)

JWT (London) ( - )

Ogilvy & Mather (Buenos Aires) (40 =)

AlmapBBDO (Sao Paulo) (1)

Saatchi & Saatchi (New York, Los Angeles) (-)

Creative Juice\G1 (Bangkok) (19=)

(Buenos Aires) (32 =)

35 = 180 Amsterdam (9)

12 11

Young & Rubicam

Arnold W orldwide (Boston) (40=)

Fallon (London) (-)

Contrapunto (Madrid) (-)

BETC Euro RSCG

Leo Burnett (Chicago) (40=)

Lowe (London) (11)

Ogilvy & Mather (Johannesburg, Cape Town) (-)

Saatchi & Saatchi (Sydney) (25 =)

Santo (Buenos Aires) ( - )

George P atterson/Y&R (Melbourne) (-)

Wieden+Kennedy (Portland, OR,New York)

Taxi (Toronto) (13 =)

(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

Ogilvy & Mather (Bangkok) (32 =)

21 = JWT Shanghai (-)

Publicis Conseil (Paris) (-) Saatchi & Saatchi

McCann-Erickson (San Francisco) ( - )

(Singapore) ( - )

TBWA\Hunt\Lascaris (Johannesburg) ( - )

15 15

26 = BBDO (Bangkok) (22)

(32 =)

43 = DDB (Los Angeles, New Y ork) (48 =)

Leo Burnett (Lisbon) (-)

TBWA\Chiat\Day (New York, San Francisco)

(10)

45= Grupo Gallegos (Long Beach,CA) (-)

10 9 9

Publicis Mojo (Sydney, Melbourne) (-)

Ogilvy & Mather (Frankfurt) (-)

Ogilvy & Mather (Singapore) (17 =)

Scholz &F riends (Berlin, Hamburg) (40 = )

VegaOlmosPonce (Buenos Aires) (-)

„ . 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

BBDO Worldwide (2)

141

12 Wieden+Kennedy (10)

DDB Worldwide (3)

132

13 Euro RSCG (8)

TBWA Worldwide (1)

125

14 Dentsu (11)

JWT (9)

106

15 FCB (13)

Leo Burnett (5)

16 Grey (20)

Ogilvy & Mather (6)

17 Fallon (17)

23 22

Saatchi & Saatchi (4)

18 Arnold Worldwide (19)

Lowe (7)

19 Taxi (-)

McCann-Erickson (16)

20 Bartle Bogle Hegarty (14=)

10 Young & Rubicam (12)

All Other Agencies

11 Publicis (14=)

TOTAL (numbers in brackets ()=ranking 2005)

ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06

(214) 939

(111) 635

(325) 1574

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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

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CREATIVITY

ACTION

jktuftto

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

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

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.

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

n 1

-ng Jic.\",.

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

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

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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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

v;n

;

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

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

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

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

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 Â£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

Design Award

Advertising - Saatchi & Saatchi Design - Black Design Interactive - Jonathan Yuen

MEDALTALLY A5ENCV

AGENCY

Bates

Proximity

19.

David Communications

20.

Leo Burnett

21.

10AM Communications

Jonathan Yuen

Infinite Frameworks

McCann Erickson

Song Zu Singapore

Black Design

24.

Asylum Creative

Ogilvy Singapore

PoleStar

TBWA

27.

Draft FCB

28.

Kilo Studio

29.

Batey

Saatchi & Saatchi Kinetic

BBDO WORK

Dentsu Singapore

Manic Design

Rapp Collins

M&C Saatchi

Soap Studio

XM Asia

The Upper Storey

Arc Worldwide TOTAL TALLY

ADOI MARKETING COMMUNICATIONS MAGAZINE NOV 06

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

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

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.

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

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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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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,

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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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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.

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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 whiteÂ 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 communiÂ 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,'

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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.'

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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