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energy think beyond
OCTOBER2002 REGIONAL PUBLISHER Harmandar Singh aka Ham
Notes From The Editor
EDITOR Nathan Conrad WRITER Michelle Fernandez DESIGNER Eric Chun CONTRIBUTORS Thomas Jeremiah Faridah O'Connor Esther Eng Frankie OS Lee OFFICIAL PHOTOGRAPHER Jen Siow/ Jen Studio PRINTER Far East Digital Prints COLOR SEPARATOR Digiscan Services Sdn. Bhd . DISTRIBUTION Efficient Lettershop & Data Print HOUSE FONTS: FF EUREKA &FF FAGO CONDENSED alt.lYPE. 32 Pekin Street, #03-01 Far East Square, Singapore 048762.
aDOl magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 6oooo, Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7726 2598 E-mail: ham@pop.jaring.my
SEPTEMBER was a busy month in Malaysia for ADOI. There were so many great events to cover this
month, and we just managed to find space for each. Once again, the MVAs went from strength to strength with a week's worth of internationalclass FREE screenings and talks, culminating with a great awards night 6 September at r2si. Congratulations to all of those who won - both professional and amateur. If you missed it, we've got the winners list and some great pictures on page 26. The 4As put on its third OUTSIDEtheBOX event on 26 September in Subang. Those that attended seemed to enjoy the four speakers, and according to a trio of ADO! correspondents, Yasmin was up to her usual high jinks. Check out their first hand report on page r6. Also on 26 September, the Direct Marketing Association Malaysia held its annual awards show at the Shangri-La. Although not a Kancils-sized event, most of the industry's DM superstars showed up to collect trophies, or cheer on those who did. It's all on page 34¡ Doing any media planning this week? Nielsen Media Research unveiled its 2002 findings on 27 September at PWTC. We've got the report and a few handy charts on page 30. ADOI's own Adrenaline Awards for students
took place a week earlier, on 20 September. We can only hope that the students had as much fun participating as we did organising. We can't wait to do it again next year! IFABC held its General Assembly in Kuala Lumpur during September - a remarkable first not only for ABC Malaysia but also for the country itself. Be sure to see if you recognise anyone on page 28. Lastly, I must pause to offer congratulations to a part-time colleague, and good friend of ADO! who triumphed at the recent Miss Malaysiaindia Worldwide contest. For this unassuming and talented girl of 20, winning was not supposed to be in the cards ... she got into this thing for fun. And now she's off to Durban, South Africa to try and bring home the international crown. From all of us at ADO!... Good Luck, Jessy! For the non-beauty queen types, see you at the Kancils on 25 October!
aDOI What's hot in this issue ... Highlights Dean Johns: Brand USA Julie Lingan: Anybody Seen Our Old Friend Trust? Chris Howden: Whispers With Sheep Paul loosely: Cola Wars II -The Fanta Menace Abhijeet Dutta Ray: Prudence Gives Glamour A Hard Time Makeover at McCann-Erickson
12 12
14 14 40 42
Direct Marketing Kurt Crocker: Murder Most Faux ...The "Direct Marketer" Did It 36
Interactive Josh Sklar: Net, Protect Me Member of
-'uditBuruuofCirrulatiom
Š All rights r eserved 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 h as been made to ensure the accuracy of the information in this publication, the publish er and the editor assume no responsibility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.
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Features/Revievvs Cover Story: Tan Sri Dato' Lim Kok Wing TIME tal<es Flight With Air Asia OUTSIDEtheBOX 2002: ADO/ Sends Three leo Burnett: First Multi-National For Asia On Time TV Showcase: J Walter Thompson's Double A Paper Ad renaline Awards 2002 7th Malaysian Video Awards Nielsen's New Numbers DMAM Awards 2002
06 10
16 18 20 22
26 30 34
Exclusive lntervievvs Media Showcase: TIME Takes Flight MDK's lan lancaster Is Flying High
10
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aDOI MARKETINGCOMMUNICATIONS 3
The Curtain Rises
25 October
New Business ScoreBoard SEPTEMBER was a fairly active month with some important wins from both mainstream and media agencies. TBWA-ISC had a series of important wins, including the hotly contested IKEA business. The Swedish furniture gurus are planning Asia Pacific's largest outlet in KL and have charged TBWA with strategy and implementation for this and their existing store. Despite the IKEA loss, JWT hit back with a vitamin shot of its own by claiming the Pfizer Viagra busi-
ness. We make no other comments on the future vitality of the agency. In one of the year's most sizable shifts amongst the media independents, Unilever has appointed Mindshare to planning and buying for Malaysia. This follows their global strategy for streamlining media, and was supported by shifts in Vietnam and Taiwan this month.
Greg Paull Principal, R3 Asia Pacific
Malaysia October 2002 RANK lAST
ESIIMATED BIWNGS (RM 'ooo)
AGENCY
MAJOR WINS
N/A
TBWA
(l)
BATES
(1)
JWT FCB BBDO leo Burnett D'Arcy Naga DDS
Shell (Direct) , Shell Gas Bn, IKEA, Red Bull Parkson, Unilever Bn (project) , Amex Bn (project) Pfizer (Viagra) , Celcom PrePaid Porosus Guthrie Bernas Rice, SonyCyberShot TetraPak Travenet
MAJOR LOSSES
OVERAll
MONTH
RANK
MAINSTREAM AGENOES
(3) (4) (5) (6)
N/A
1
16,000
16,000
6,000
6,000
6,500
IKEA, Red Bull 1,500
1,000
1,000
2,000
1,000
1,300
1,300
1,000 1,500
1,000
Parkson
-5,ooo
MEDIA AGENCIES Mindshare OMD
Unilever Sara lee, Guthrie
WMD(TBWA)
Australian Tourist Commission
44,000 13,000
1,500
44,000
Australian Tourist Commission
10,500
THE KANCILS - Malaysia's industry-organised creative annual awards shootout - is on again soon: Friday 25 October 2002 at Shangri-La hotel in Kuala Lumpur. Creative directors of member agencies of the 4As will soon take a microscope to the submissions, along with at least two judges from outside Malaysia. As in previous years, the advertising and mass communication student category is expected to see keen competition. Table bookings are open ... interested parties can call Joann Thong at 603 y66o 8535.
It's Kent!
Yeah, yeah, yeah... We know we referred to author and Ogilvy legend Kent Wertime as 'Ken' in last month's ADO!. Apologies to the man himself, as well as to any other readers who felt especially insulted by our rather clumsy oversight ...
1,500
The New Business ScoreBoard is compiled monthly on behalf of Adoi magazine by R3, a consultancy specializing in agency relationships, remuneration and reviews. All billings figures are annualized and are calculated based on R3's estimates, adjusted from ACNielsen ADEX figures or derived from agencies directly. Agency losses as well as wins are recorded, if not shown. We attempt to accurately capture all new business activity in Malaysia -please email greg@rthree.com if you believe we have missed or incorrectly recorded any information.
Sales Executiue and Dtp Hrtist
R3 ASIA PACIFIC
Requirements for both are the same: a good attitude, gumption, and a willingness to learn what !JOU don't alread!J know. Work experience is a bonus. Send !JOUr resume and an interesting couer letter to nathan_conrad@ham.com.m!J.
Agency Relationship + Remunerati on + Review Consultants
4
aDOI MARKETINGCOMMUNICATIONS
HDOI is looking to fill two in-house positions:
CoverStory
TO say he came from humble beginnings is an understatement. He struggled during his student days and stumbled into the world of advertising by mere chance. ¡His sheer brilliance and shameless boldness speal< of his Malaysia Boleh inspiration as much as they do his charity, humility and hard worl<. Call him what you will, but Tan Sri Data' lim Kol< Wing has made it. He strucl< out on his own in advertising when everyone said it was an industry that could only be led by foreign talent. He was the most significant of those that bucl<ed this assumption, tal<ing many multi-national agencies to the cleaners on new biz bids. He served as the President of the Association of Accredited Advertising Agents Malaysia (4As), guided the organization in ¡ pioneering advertising " education in the country, and then set up the most successful educational institution in the creativity business. Recently ADO/ awarded lim with the inaugural Adrenaline lifetime Achievement Award for Commitment to Excellence in Advertising Education. For too long he has been berated by industry figures envious of his success. This is the man that for too long has been ...
6 aDOI MARKETINGCOMMUNICATIONS
MMUNICATIONS
CoverStory
The turbanned stranger with Tan Sri Lim (center) and Stephen Bong (former 4As president) at the award ceremony
An inspiration to the young winners from Limkokwing Institute of Creative Technology, Tan Sri Lim takes a moment to ch at with them
8 aDOI MARKETINGCOMMUNICATIONS
The communications industry has few role models the same calibre as Tan Sri Dato' Lim Kok Wing. He is foremost a strategist, and among Asia's best creative minds. He has influenced people through his many campaigns, both national and international. During his career in advertising years he won more than roo awards. But the most notable campaigns during his 30-year involvement in communications have been about more than building a brand. He was the driving force behind two highly visble efforts: the global fund-raising to rebuild Bosnia Herzegovina following war, and the voter education exercise in South Africa's first democratic elections. And there are many more ... Closer to home, Lim created the Inflasi Sifar and Rakan Muda campaigns as well as playing a key role in anchoring the success of the XVI Commonwealth Games Kuala Lumpur 1998. Lim's began his career in his teenage years, where a short stint in journalism led him to into drawing cartoons. His best known work from this period is the ABU series and Guli-Guli, featured in the main English newspaper of the time - The New Straits Times. His meteoric rise in advertising landed him in the creative director's chair at Lintas while he was still in his 20's - the youngest and first Asian CD at that agency. He used that position to lobby hard for what he saw as the 'Malaysian viewpoint' in advertising. His first start-up, Wings Creative Consultants, blazed the trail for others by proving that big, private corporations would give their communications business, and trust, to local agencies. Today 'Lim Kok Wing' is synonymous with creative education. The Limkokwing Institute of Creative Technology has helped talented, young Malaysians gain international qualifications right here in Kuala Lumpur. The school is based on a strategic premise of empowering young people with the right skills and knowledge to make made a grand entry int<? the modern job market. "In the knowledge-based economy it will be a new generation of high achievers, most creative and techno-savvy, who will be the driving force," said Lim. "Creativity is the heall and end-all of human capability. The sky is no limit. The universe is the playground." Perhaps Lim's greatest dream is about to be realized with the imminent opening of the Malaysia Design Technology Centre in Cyberjaya. "We look to countries like the US and Germany to provide what the world perceives as good products," Lim commented in a recent interview. "These are inventive countries. They are driven by creative energy. The role of
CoverStory design is prominent in the goods they make and the enjoyment of all of these is enhanced by design. I've worked my entire life to achieve this and I believe that when MDTC opens its doors next year it will make Malaysia a creative hub." Lim has said that without a dynamic design culture, a dynamic industry will not emerge. "As Malaysia loses its cost competitiveness as a manufacturing base, we must gain strength as an originating hub. In other words, we must design brand and promote our own products, and they must be competitive enough to gain market shares in the international market place." The MDTC is being set up to play the role of catalyst in design and innovative technology development said Lim. "Although it is being established as a private sector initiative, it has the full backing of the Government, and is expected to assist the Government in creating the momentum needed for our country's transformation to an OBM country - Original Brand Manufacturing country."
Tan Sri Dato' Lim Kok Wing unveils rhe Innovative Design Challenge rrophy
He is foremost a strategist, and among Asia's best creative minds. He has influenced people through his many campaigns, both national and international.
Tan Sri Lim rakes a look ar rhe laresr sofrware rechnology for produce design
Callum Chen (JeEr) and Tan Sri Lim (righr) answer ques¡ rions abour rhe Innovative Design Challenge
Innovative Design Challenge 2002 ON the surface, the Innovative Design Challenge is about getting young designers to demonstrate the clever use of plastic in their works. But the underlying message of the event is much more significant. Tan Sri Dato' Lim Kok Wing, chairman of the IDC 2002 organising committee, puts it this way: "We simply must focus on good design to be more competitive ... to maintain our economic growth. We must do it now before we fall behind." The IDC is organized by the Malaysia Design Technology Centre, of which Lim is president, and the Malaysian Plastics Design
Centre. The annual event marks the first time the two organisations have worked together. But it's an obvious partnership: both share the common goal of developing Malaysia as a regional design hub. The collaboration also aims to revolutionise the manufacturing industry, particularly the plastics industry, from original equipment manufacturing to original design manufacturing and original brand manufacturing through improved technology in the design and manufacturing processes. The competition is open to individuals as well as corporations.
Participants are required to come up with designs that incorporate the use of plastic in one of four categories: houseware, electronics and electrical products, telecommunications and internet devices, and an open category. The competition closes on rs November 2002 and will be judged by a panel of industry professionals. A mini exhibition to showcase the designs submitted is planned to coincide with the prize-giving ceremony in December. Additional details are available at MDTC's official website (http://www.mdtc.com.my).
a001 MARKETINGCOMMUNICATIONS 9
Med iaShowcase
TIME Ta l<es Flight By Thoma s jeremiah
When TIMEdotCom announced its latest media buy with Air Asia, we ensured that our tray tables were secure and our seats were returned to the upright position ... On a more serious note, if it's not the most unorthodox media buy in Malaysian history, it's surely physically the biggest...
How did TIME dotCom happen upon the idea of advertising with an airplane? We were looking for non-traditional channels as part of our corporate advertising campaign and this tie-up with Air Asia, Asia's first low fare airline, is in line with our philosophy of collaborative efforts with partners to benefit consumers and our customers. Besides branding one Air Asia plane with our TIME branding, this innovative partnership with Air Asia will offer our customers the convenience and flexibility of obtaining telecommunications services both on ground and on air. What kind of impact does TIME hope to have with consumers? What's the target market TIME hopes to reach here? We will be promoting our prepaid STD/IDD TIME Kontact cards,
our post paid TIME GOLD as well as TIMECel services on Air Asia flights and at its ground terminals. From time to time, the corporate website of both companies will also be used as an additional marketing channel to feature special promotions and offers in order to capitalise on our respective customers. The telecommunications industry in Malaysia is highly competitive and to meet the challenges, TIME has been aggressively marketing its brand and products and services through several fronts, including various collaborative agreements. As a customer-centric service provider, we want to offer greater convenience and flexibility to our customers. Thus through this latest initiative, our customers will be able to purchase their communication products even while travelling. This, besides fulfilling our aim to use non-traditional channels to market our products and services, allows us to expand our market reach to include frequent budget travelers. Is this a cost-effective communications solution? Can you give us an idea of the cost- both in terms of production (the paint job) and the media space? Sometimes innovation comes at a price. However, we are in it for the long haul and are quite convinced that in the long term the benefits will outweigh the initial start up costs. The value in this collaboration is that it is more than just another advertising medium, albeit an innovative one. For us, it is an additional sales channel, an unconventional one. I believe this is a Malaysian fll'St. Has there been any reticence on your side as the client, to go ahead with such a groundbreaking exercise? This is quite definitely a Malaysian first. And TIME is proud to be associated in this new and innovative manner with an airline that is very much like us in a way. Air Asia is very much a second operator in the domestic aviation industry, just as we are a significant second operator in the local telecom-
munications industry. We are both young organisations, nimble, innovative and aggressive. And we share a common objective of providing excellent value and services to our respective customers. Any response yet from consumers? Are people surprised to be boarding a "TIME dotCom" plane as opposed to an Air Asia plane? Based on feedback received from Air Asia, passengers have been curious to see TIME's branding on Air Asia's plane. In fact, the interior of the plane too features TIME's branding and this has created a lot of positive curiosity amongst passengers and the general public. Both TIME and Air Asia have embarked on marketing TIME's services as part of Air Asia's in-flight promotion and we have been getting good response thus far. Is TIME dotCom keen to expand this programme? Any chance that Malaysia Airlines will be willing to enter into the same sort of arrangement? Effectively, we have a flying billboard and we will be using this avenue to spearhead territorial expansion of TIME's many products and services. Air Asia flies to many East Malaysian destinations and you will see TIME literally flying to these destinations in its aim to explore these markets. TIME's relationship with Air Asia is certainly not just confined to what we've just outlined. Air Asia's Call Centre, taking 6,ooo calls a day, as well as their e-commerce website, through which overwhelming sales have been received, are both powered by TIME's infrastructure. Talks are ongoing to explore further collaborations that will benefit both parties. Air Asia is our test bed and I believe we owe it to each other to honour some sort of exclusivity for the coming months. For the future, we remain open on the possibility of exploring similar opportunities with any other party. fD
With vital and accurate insights into audience behaviour dynamics, Nielsen Media Research offers cutting-edge solutions to connect you with the right audience at the right places and at the right time. Partner with Nielsen Media Research to stay ahead in th e evolving and challenging media landscape. See you at http://www.acnielsen .com .my
~ Nielsen Media Research (Formerly known as ACNielsen Media International)
ACNielsen (Malaysia) Sdn. Bhd. (10909- v ) 19 /F, Menara MPPJ, Jalan Tengah, 46200 Petaling Jaya, Selangor DE, Malaysia. Tel: (603)- 7626 3874 I 7626 3883 or fax: (603)-7958 6578 Email: acnmsia@acnielsen.com.my
Brand USA AS I write this, on the first anniversary of the September n terrorist attacks on New York and Washington, the United States is still agonising over the reason for these atrocities. Only days ago, for example, the US State Department hosted a conference of "20 leading scholars" to seek their views on why America is so unpopular around the world. I have no idea what, if anything, this gabfest achieved. But it strikes me that the State Department would have been far better advised to solicit the views, not of leading
"scholars", but of marketing and advertising strategists. Because as every one of us worth his or her salary should be aware, the US and its relationship with the rest of the world is a classic case of, or object lesson in, the pleasures and pains of Brand Leadership. As anyone who's worked on a brand leader very well knows, being a McDonalds, a Microsoft, a Coca-Cola or a Marlboro is by no means an unmixed blessing. Certainly the biggest, richest and most powerful brands are by definition valued, admired and even adored by huge numbers of people, particularly those whose lives they enhance or enrich. But the very attributes of size, wealth and power that attract so many supporters - everyone from their consumers, suppliers, shareholders and employees to mere followers, fans and sycophants - alienate a great many others. ¡ While this could be big news to the Bush administration or even its consultant scholars, it's hardly a novel notion to students of marketing and advertising. Especially to those of us who've seen the classic Cadillac ad with the headline "The Penalty of Leadership". Here, in ¡ case it's slipped your memory, is how the copy starts: "In every field of human endeavor, he that is first must perpetually live in the white
light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are always at work. In art, in literature, in music, in industry, the reward and the punishment are always the same. The reward is widespread recognition; the punishment, fierce denial and detraction. When a man's work becomes a standard for the whole world, it also becomes a target for the shafts of the envious few." * This ad is by no means recent. In fact, it ran Pi? years ago, in The Saturday Evening Post {January 2, r9rs). If there's since been a more accurate or eloquent statement of the world's love-hate relationship with brand leaders, including the biggest, baddest brand leader of them all, the United States of America, I'm afraid I must have missed it. Just like the President, the Pentagon and the rest of the Brand USA management team apparently did. *Copyright 1914, Cadillac Motor Car Co. Written by Theodore F McManus of ad agency McManus, john & Adams, Detroit. Featured in the book The Hundred Greatest Advertisements: Who Wrote Them and What They Did. Copyright 1949 julian Lewis Watkins, published by Dover Publications, Inc, New York. ~
Dean johns is a partner in the regional creative hotshop CreAsia and straregic consulrancy StrADegy. Email stradegy@oprushome.com.au
Anybody Seen Our Old Friend Trust? By julie P. Lingan
A SWEET, gentle friend who recently ventured into publishing just launched his first book and as I whispered I was so proud of him on launch night, he hissed he had an ADOI topic on aborted murder. This strange character transformation was like the Pope cursing in church! Anyway, the beautiful guests had just begun their exodus and we were just sitting around, watching waiters clear tables and enjoying the euphoria of a lovely book launch. And just when I told him it was the culmination of a dream, he corrected me that it was the culmination of a nightmare. If you had been with me this past week, you would have given me the knife, he said. Over wine and leftover canapes, he told me how good old-fashioned Trust seems to have gone into hiding. It seems you and I are the only ones who still believe in the goodness of the human race, he moaned, here we are trusting people right, left, center yet we don't seem to get any of it back. Our friend Trust was apparently a stranger on the other side of the fence. He proceeded to tell me how Trust was conspicuously absent in most, if not all, of his meetings with the people he depended on for the production of his baby. He complained how his project faced a standstill
12
aDOI MARKETINGCOMMUNICATIONS
several times, moving only when his cheques had been cleared (and we're not even talking millions here!). How he had to pay in full every time because he was a "first timer" with no track record, never mind that they knew of him in his past life (advertising - was that a liability?!). How his book almost didn't make it to launch night. And all because people have become so downright mercenary, downgrading human decency to the level of the gutter. It didn't seem to help that my friend looks decent and sincere and trustworthy (I would have understood if he looked like a con man or a prisoner on death row with malice burning in his eyes - or is that nai:ve of me in this dog-eatdog world?). It didn't seem to help that he comes from a well-respected family that's not even nouveau riche, why, he grew up with noblesse oblige all his life. It didn't seem to help that they have several low-numbered cars in the garage of an affluent neighbourhood (Knowing him, he will cringe at the last two sentences. He is just about the most humble, unassuming human being I know). Which led me to think of the role Trust plays in the game of Perception versus Reality, the cornerstone of our gospel in the industry. Because my soft-spoken friend isn't the type who flaunts, but rather downplays what he's got, he was probably perceived either as one who can't afford to pay or one who proba-
bly can but will take his sweet time to do so. Would it have been different if he were a suave and smooth operator, one who looked as though he could pay whatever amount, one who obviously oozed confidence to the point of arrogance knowing fully well he'd con the "unsuspecting bastards" because that, after all, was second nature to him? I tried to console him. These are hard times and it's just your luck, my friend, probably nothing personal. But just as I was mouthing those words, I was bleeding inside because I didn't believe what I was saying and I could feel the pain and frustration of this all-trusting guy who, like me, always get disillusioned with life's harsh realities. My rage was building up but I tried to look calm and unperturbed for his sake. For I sadly began to realise that Trust in this day and age has become like the Holy Grail. Looking for it is probably harder than looking for the proverbial needle in a haystack. It's okay, I patted him gently on the back. And as I sipped the last of my red wine, I promised him I'd write about this, if only to remind people that business may be bad but there should always be, no matter how little, some element of Trust, like some glimmer of a star on a dark night. Otherwise, we may as well disappear to a secluded island where we don't deal with anyone but our god-forsaken selves. f§)
SPEND a few hours watching Television and you'll soon discover that the New Zealand Government is one of the largest advertisers, if not the biggest. Of course, many countries run Government campaigns for road safety, fire safety and "don't litter" or as I observed in Hong Kong, "don't spit". But the number and variety of topics that get airplay in New Zealand is quite astounding. Let's start with cars. This seems to be a favourite topic and there are some stunning ads produced by Clemenger BBDO, Wellington. Clever enough to win two Cannes Silvers, this year, in fact. However, Kiwis are not content with the usual 'Don't drink and drive' and
'don't drive fast' campaigns. They have sprung off into all manner of 'don'ts' -like don't buy a car until you've checked if there are debts on it, don't drive without your seat belt, don't have a smokey car. And don't break the law because losing your license sucks. Then the messages move into the house. Don't give thieves a chance, don't forget to pick up kid's toys so you don't trip over and smash through the glass coffee table, don't climb up wobbly ladders and fall off, install smoke detectors and don't forget to change the batteries. Don't leave candles, kettles, frying pans, small children and pets unattended. Don't overload plugs because they explode and turn you into a walking pyrotechnic device.
And if all of that didn't scare the wits out of you - don't forget to make your house earthquake proof. Now that one got me, I'm still wondering what on earth I can do when a great big 7.2 Richter rumble splits my home in two. The topics go on and on. Even one that says: Don't forget to be nice to people with mental illnesses. As noble as the subject is, I can't help but wonder how they measure the success of such ad campaign. Fewer people were called nutters, perhaps? It goes without saying that all this is great for the New Zealand agencies and film industry, but I does make we wonder whether the State is just being a tad too much of a nanny. tD
Cola Wars II: The Fanta Menace A LONG, long time ago in the world's ad press a new refreshing beverage is under attack. .. Anyone remember the original Cola Wars back in the 8os? They were cool. Two fizzy giants dueling face-to-face like bubbly jedi Knights, the outcome depending simply on whose cola tasted better. A good clean fight won only when one giant started messing with their flavours. But it appears that, with sadly short memories, the cola companies are again using weird-flavoured and odd-coloured beverages to attack one another. There's so much soft drink action reported in the media that it looks like the star cruiser of soft drink marketing has tumbled into a 2o-ounce bottle of idiotic ideas. It's more than likely that this sudden surge in new cola tastes could be attributed to the recent smash success of Code Red, PepsiCo's Mountain Dew line extension. It's now the fifthlargest-selling 2o-ounce soft drink in the US. AdAge speculates that its stellar rise could be because its name was highly publicised by two programmers in California who named a computer virus they discovered while drinking the stuff. If computer nerds drink it then it must be nasty- just check out their complexions. Adweek reports that in retaliation the Dr Pepper/rUp Company is launching dnL, a new fruit-flavored soda. The drink will be, it says, caffeinated and bright green. It sounds horrible. Like drinking watery coffee that's been left on your desk for three weeks or orange juice that
14 a001 MARKETINGCOMMUNICATIONS
stood just a little too close to Yoda' s sun tan lamp. It's name came from inverting the name, 7Up. Get it? The same company has just launched another drink called Red Fusion. I have no idea what this looks like but irradiated blood comes to mind. Then as a sneak counter attack AdAge reports PepsiCo is launching a new cola flavor that, they say, was developed by teens. Teenagers tested a roo combination concepts during the past nine months and the result is called Pepsi Blue, a combination of berry and cola flavors. But, wait for it, this one is electric blue. The execs think, "It will stand the cola category on its head." Ah! The force is strong in this one! Now if you think I'm being trivial, the soft drink companies don't. Again from AdAge: the Coca-Cola Co has hired a lady to oversee all of their creative work worldwide. Well Coke spent $406 million on US advertising last year alone so why the hell shouldn't they? The lady is Esther Lee and her title is chief creative officer. Overseeing media, creative and agencies for all and work with brand teams and agencies to "facilitate top-notch creative and bestin-class advertising." "She was hired as a creative director to tell the creative directors what to do," said one executive. Clearly the Mace Windu of soft drinks. AdAge again reports on the Coca-Cola Co's very own battle droid: Vanilla Coke. And they say, surprise, surprise, 'It's designed to appeal to teens.' Now without a surreptitious sip I cannot claim to know what it's like. But it has been described as 'cream-soda-tasting'. So I guess they reckon teens don't know what cream soda tastes like so they can give it a groovy name,
because going by the Code Red example that's all it takes. (But why name it after a crap Tom Cruise movie?). And there's more and more clones spilling into the void; Sierra Mist, Surge, Diet Coke with Lemon, Powerade, Code Red low cal. In fact they are all starting to sound like character names from the movies; jedi Master, Sierra Mist. CodeRed LowCal of the Trade Federation. Talking of wars, in B&T in Australia they report that Ssso,ooo will be spent on a Weapons Community Education. Victorian Police say that assaults involving weapons were up 38% compared with 2000/2oor. The ads will be primarily targeted at young men aged r8 to 24 years. The same group targeted by most soft drink makers. Perhaps if they just cut down their caffeine intake they might calm down a bit. But now, joking apart, the soft drink wars are really going into space. Really! Back in AdAge they have just announced that PepsiCo is negotiating a deal for what could be one of the highestprofile promotions in marketing history: an unprecedented US$35 million promotion that would award the winner a ticket to ride on the Russian Soyuz space shuttle. In space no one can hear you wee. So then where do we go from here? Flavours like salt & vinegar cola? Stars & Stripes coloured cola. So many alien soft drinks that we are left with sugar shocked, caffeine boosted yoofs ready to go to war. All pissing every colour of the rainbow. Or will it all just go away and they'll all start drinking water. Oh, the bladder boggles. tD Paul Loosely thinks that fear leads to anger, anger leads to hate, and hate leads to the cold cabinet.
JUST ONE OF OUR 300 MILLION VIEWERS. Everyone's into sport. In fact, sport is so big, it beats every other cable genre hands down. Now more than ever, Peoplemeter results consistently show more people tune in to ESPN & STAR Sports than any other cable channel in Asia. Get in on the action. Call Mathew Calabria in Singapore on (65) 6488 6548 and find out how to reach Asia's most passionate viewers.
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AdvertisingSeminar
Despatches From
2002 FOR the third OUTSIDEtheBOX advertising seminar, organised by the 4As and held on 26 September 2002 at Holiday Villa in Subang Jaya, a theme of 'Whatever Moves!' was chosen, not so much for it's simplicity, but for it's relevance. The event billed itself as an opportunity to "go back to trying to figure how advertising works creatively sans the rules." Four talented creatives were enlisted to make presentations, and as witnessed by ADOfs own trio of correspondents (keep reading), each drove home the theme in his and her own way. Woong-Huyn j anis Rozrio
Thaya]othi
Sheena Andrea
(All three of these ADO! guest correspondents are Institut Sledgehammer students in the fina l month s of their diploma course. Be kind, they are about to enter the job market.)
Pari<, RBalal<rishnan, Yukio Nakayama and Yasmin Ahmad come from four very distinct and different cultures. Yet all share a common mastery- the art of telling stories through advertising...
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Advertisi ngSem ina r
WHEN I discovered that that this was going to be a full day of speakers I felt that this would be long and boring. How wrong I turned out to be. The first speaker was Yukio Nagayama. Although it was a little difficult to make out what he was saying, the speech was interesting because he showed many Japanese advertisements. By the end of his speech, I was convinced Japanese really love their animated characters! Woong-Hyun Park was even harder to understand. But one thing's for sure, the Koreans have better taste in ads! Woong is a guy with a great sense of humour, and knowing the lousy state of his English, he still proved to be a great, and knowledgeable presenter. During lunch I met up with a former Institut Sledgehammer student, Geraldine from Friends Communications. She commented that these seminars are good as people in the industry constantly need to be motivated by top advertising people. I spotted Yasmin Ahmad talking to some guy, and I pulled myself together and went up to her. Before I could open my mouth to speak, she spoke, "Eh, I nak kencing lah, jom kita pergi kencing?" I fell in love with her instantly ... Of course, she bedazzled the crowd during her own presentation. Her wit, charm, and humble, down-to-earth character never seem to fail to capture an audience's attention. The next speaker, R Balakrishnan, was probably the first Indian I have ever met who doesn't speak English with an Indian accent. He showed wonderful ads from India as he made a point of questioning the purpose of advertising award shows.
- Thaya jothi
THURSDAY was sunny and many labourers of the advertising world came to Holiday Villa in Subang Jaya for the third OUTSIDEtheBOX. As I rode the elevator up to the sth floor, I realised I was in the wrong place! But, I wasn't the only lost sheep. Apparently, all of us in that elevator came for OUTSIDEtheBOX and instead were all stuck in a box! Eventually we found our way. Sitting in yet another box, 4As executive director Eddy Chin broke the formality by getting us to laugh, despite it being g:rs in the morning. The first presentation was by Yukio Nakayama, the senior creative director of Dentsu, Tokyo. He showed us a few Japanese commercials that he considered good, but unfortunately no one in that room understood. Japanese commercials are vague, abstract and use a lot of symbolism that we just aren't familiar with. That made me think, are global/ international ideas effective everywhere? The next speaker, Woong-Hyun Park, CD of Cheil Communication, Seoul, South Korea confirmed my query. He said, "The more general the idea the less we solve specific problems." The words of Philip Kotler immediately came to mind, "Think global, act local." That should be the way. R Balakrishnan, executive CD of Lowe & Partners, India, the next speaker, gave insightful evidence to Woong's point. It was a perfect flow between speakers. His topic, "Thank God I didn't win at Cannes" proved to be very provocative. His thoughts were, "Should I understand the people of India or the jury of Cannes who aren't aware of the local problems and mentality?" Last but definitely not least, Yasmin Ahmad, ECD of Leo Burnett, Malaysia showed us her very memorable reel of commercials that not only captured the hearts of the audience but
the nation as well. Her topic, "Who the hell do we think we are?" spoke about genuineness and believability in communication because viewers aren't stupid at all. On a more personal basis, when asked about the effects of globalisation on advertising she replied, "People always want to hear a story and as long as that remains I think I'll always have a job." The last segment was a question and answer session with an extremely interactive audience. I think that was partly due to the speakers and organisers who made it as informal as possible. On the whole, I'm glad I leapt out of the box.
-janis Rozrio THIS was my first experience at the OUTSIDEtheBOX and I expected it to be something like the Creative Workshop but it wasn't like that at all! It was rather formal but interesting to listen and learn from these remarkable advertising people. At first, when I walked in, I felt it was a great honour to be invited to this workshop, as there were top people from multi-national agencies. The speakers were such down to earth people, and that's what caught me. Especially Yasmin Ahmad. During lunch I had a chat with her and she told me something I will cherish forever : "BE HUMBLE AND DON'T THINK THAT YOU'RE HELL'A GREAT." She's the goddess of advertising. ¡ Another speaker I found interesting was Woong-Hyun Park. He's got a great sense of humour and simple theory: "BE YOURSELF IF YOU WANT TO GO FAR IN LIFE." I found this encouraging. What did I absorb from these "gurus" of advertising? To be successful in this business, you must be down to earth and simple.
- Sheena Andrea @)
AgencyNews
Leo Burnett Engages Asia On Time
By Thomas jeremiah
DIGITAL specialist Asia On lime has to date installed its system in over
100
local advertising and production agencies
throughout Malaysia. Until late in 2001 however, it had yet to sign up a multi-national agency, many of whom are holding back to due questions about the reliability of the digital transfer process when it comesto colour ads. ADO/ recently sat down with Charles Cadell, managing
director of Leo Burnett, the first multi-national in Malaysia to install the system. He discussed the benefits and reasons for engaging Asia On lime ... Chris tine Sterk, MD of Asia on Time, and Charles Cadell, MD of Leo Burn ett
How long have you been using this service? We got the equipment in December 2001, and the first two months was testing the capabilities, proofing and just getting it ready. We're full on with the service since the beginning of this year. What was the main reason for taking this step? There probably wasn't just one; there were a number. Personally, I've come from markets where it's been in use for many, many years now. It would certainly be coming in very quickly. In Malaysia, it's predominantly been used for black and white ads and classifieds. It's the future for all ads though, and it's coming, so the only question was at what stage does the agency get into it? Do you try and hold back the force instead and stay back with the standard colour separation process or do you welcome the technology? Leo Burnett is an agency that as far as possible tries to become technologically enabled in everything we do. When we met with Christine Sterk it was a kind of a no-brainer that we had to go into it, but the question was to what extent do we want to be a guinea pig for the multi-nationals . So there was a lot of testing that we had to do to ensure that before we actually got it up and running to meet our clients' needs. It's faster, it's cheaper and the quality is better looking, better managed and better controlled. From those three perspectives, again it's a no-brainer.
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MARKETINGCOMMUNICATIONS
Have you completely cut out your colour separator suppliers, or are they still involved in your business? They're still involved because frankly, at the moment a woo/o of our work is still not digital. Our objective was to bring this in and specifically train our people on it and to bring it to our clients as a benefit as soon as possible and make absolutely sure that the quality was not detrimental to the process. So sometimes we're doing both films and digital to make sure we had a backup. There are some clients where the colour is particularly tricky, and there are some clients who still haven't completely grasped the new technology and what it can do. They're a bit unsure about going digital even though it may save them time and cost and whatever else. From an organisational point of view, is this a media or studio process? Our studio head Latifah and her department oversee the whole process including the training of the staff. When we brought it in, the first thing we did was to set-up a group of people to be specifically in-charge of digital production. We now have separate units -traditional production guys who still use film, and our digital group. You mentioned that production costs are cheaper. Significantly cheaper or slightly cheaper? It's significantly cheaper. About 20 to
30% actually. Needless to say, there's a very significant up front capital expenditure cost as you need to invest in equipment and the proofing and gear. But those costs can be recouped relatively quickly and still a large chunk of savings can be passed to clients as well. On a cost basis.
Was there a 'first client', a 'guinea pig' to borrow your words? We had about three years of the same issue on this very exact Bank Bumiputra colour. We just couldn't figure out - it's a very complex structure. With Asia On Time, we cracked it for BCBB, which gave us a lot of confidence because basically when you crack it on the most difficult case, it's going to be easy for others. The client was overjoyed, because they knew as much about the previous problems as we did. What's the future of this? When do you think you'll go xoo%? Hopefully by the end of the year. Frankly, it doesn't bother us if we still continue using the traditional process for a portion of our clients. From¡ our point of view, it's a service which has improved quality, value and efficiency. On top of that, there's a lot of other stuff we're doing in terms of retouching etc. We'll be housing our digital unit and our studio unit into a different part of the building and setting it up almost like a company within a company. This is the model for Burnetts around the world. ti)
lVCShowcase
'
Double A TVC- "Dandruff" (Regional)
Double A TVC - "Hairstyle" (Malaysia)
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~~
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blah,,b/ah~~
J Walter Thompson rolls out its latest
regional effort for Double Apaper Double A TVC - "Dandruff' (Regional) IS this a shampoo ad or what? Well, for the first 15 seconds, J Walter Thompson's commercial for Advance Agro's regional effort for Double A paper looks like yet another shampoo ad. Airing in markets like Singapore, Hong Kong and Taiwan where Double A is already an established brand, the commercial plays on the viewers' apathy for the routine shampoo ads.
clear as we realise that she's been tearing her hair out in frustration over the jammed photocopier. And a question is posed: 'Are paper jams driving you crazy? Use Double A paper. The paper that gives you no jams.'
Double A TVC - "Hairstyle" (Malaysia) The version of the TVC made for the Malaysian market, where the brand is only being launched now, is a simpler yet equally entertaining storyline.
Summary: The commercial begins in an office where a young lady is trying to make photocopies of some documents. Much to her own disgust and that of her colleagues, her black attire brings her acute dandruff problem into sharp focus. That's when a hair expert appears and starts to deliver a commentary on dry scalp and malnourished hair roots. At this point the plot takes a u-turn as the hair expert compares the dry scalp to inferior quality paper and advocates a new shampoo variant. Vignettes of hair roots and beautiful hair are seen. We are led to believe that the lady's problems are over with the new shampoo. But what's this? The lady's hair is only messier than ever. All becomes
Summary: It's a young lady's first day at her new job. Much to her surprise, every one of her new colleagues seem to have rough bald patches on their heads. She is very perplexed. Nevertheless, she begins to work by approaching the photocopier. She starts to photocopy a document and the machines shudders to a halt. The LCD panel indicates that the machine is jammed. The young lady tears at her hair in frustration. Now she too has a bald patch like her colleagues. The moral: Using poor quality paper can drive you crazy. Use Double A paper and enjoy no jams.
DANDRUFF
HAIRSTYLE
Title: Dandruff • Client: Advance Agro • Agency: JWT Singapore • CD: Norman Tan • AD: Benson Toh/Elvis Chau/Andrew Tan • Writer: Joji jacob/Lynn Chiam • Director: Thannonchai • Sornsrivichai • Editor: Manop Boonvipas • Producer: Thananuj Ebrahim • Production Company: Phenomena (Thailand) • Account Servicing: Diana Thomas • Client Credit: Yothin Damnerncharnvanit/Ladawan Damnerncharnvanit
Title: Hairstyle • Client: Advance Agro • Agency: JWT Singapore • CD: Norman Tan • AD: Elvis Chau/Andrew Tan/Alex Hooi • Writer: Andrew Tan/Sidd Sathya • Director: Hor Chee Leong • Production House: Video Headquarters (Malaysia) • Music House: Addaudio Post Sdn Bhd • Producer: Master Woon • Production Company: PRS Productions Sdn Bhd • Account Servicing: Diana Thomas • Client Credit: Yothin Damnerncharnvanit/Ladawan Damnerncharnvanit 6)
AwardWinners
What An aorenat¡,-e Rush!
Frankie OS Lee
IT was quite the sight on Friday, 20 September 2002 when a pair of Institute Advertising Communication Training students were awarded the inaugural Adrenaline Gold Award. The Adrenaline Awards 2002 Malaysia's first student creative awards- was held at the main auditorium of the Securities Commission in Bukit Kiara and drew an audience estimated at several hundred. The gold-winning duo consisted of Jeremy Wooi Ki Xiong, 22, and Kamila Sahideen, 21, both from IACT. They each earned a trip to AdFest 2003 in Pattaya, Thailand in March 2003. The Silver Award was bagged by Alexis Fernandez of Institut Sledgehammer. He earned a week-long stint in the creative department of Singapore hot shop CRUSH. Remarkably, Alexis also managed to pick up a Bronze for another of his entries. The Awards were judged by a panel of 13 creative veterans, headed by author and radio host Jim Aitchison. Other judges included Leo Burnett's Yasmin Ahmad, Ogily's Sonal Dabral, and Saatchi's Edmund Choe. Seven other students were singled out for Bronze recognition: Lee Yann Huey and Phang Kuan Hoong from Limkokwing Institut of Creative Technology, Angie Loke Kuan Yee from Akademi Saito, Teng Pok Yuen from The One Academy, Yu Yao from MSC International College, and Yang Mei Ling and Hooi Su-Lynn from Institut Sledgehammer. The remaining judges were Cary Rueda from DYR, Thomas Low from D' Arcy, Choo Chee Sun from Bozell, creative consultant Janet Lee, Hisham Sahudin from Publicis, Geoff Millichamp from APV, Ajay Thrivikraman from Bates, Kelvin Pereira from CRUSH in Singapore, and Huang Ean Hwa. ADO! magazine and the Adrenaline Awards also were presented Tan Sri Dato' Lim Kok Wing with a Lifetime Achievement Award for Commitment to Excellence in Advertising Education. Adrenaline was organised by ADO! and sponsored by ntvJ, hitz.fm, UPD, Dentsu, Young & Rubicam, Himawari, Passion Pictures, CRUSH, Far East Offset & Engraving and Far East Digital Prints. ~
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MARKETINGCOMMUNICATIONS
The Panel of J udges
AwardWinners
A young fan puts a corsage on Tan Sri
The grand finale - winners together with Siva (left) and Rani(right), the founder of Independence Living & Training Centre
The evening also marked the launch ofAdrenaline -a magazine for students in creative disciplines. The magazine is scheduled to be published on a quarterly basis.
aDOI MARKETINGCOMMUNICATIONS 23
MarketingMatter
â&#x20AC;˘ The
pi ctu re
ByFMid.ba'ConnO<
IAN LANCASTER is a high-flyer. He's convinced ¡ that for good corporate governaance, someone in an orgainsation has to see the big picture from 40,000 feet. And at MDI< Consultants, that someone is no longer group CEO Michael De Kester. It's Lancaster. The recently-appointed chairman was once a Chubb Insurance senior vice president. And before that, he was a regional manager with Citicorp Insurance Brokers. So what's an insurance guy doing in PR? ADO/ recently grabbed the opportunity to find out ... Insurance to PR? How did you make such a big transition? That's a simple question with a complex answer. The majority of my skills are very much complimentary to that of the organisation. Firstly, a large part of my presence in Asia has been about building and developing skills and getting things to the stage where there's a generational change and locals are given the opportunity to step up to bigger and larger jobs. Secondly, there's a famous quote which is based on an advertising campaign from around 1979 where the fellow says he like the Remington razor so much, he bought the company. Well, I liked the product so much I bought the company! I've been a client of MDK off and on for 15 years. So you're a bit of an outsider with an insider's perspective? I've said that part of my job is to make the people here uncomfortable because one
24 a001 MARKETINGCOMMUNICATIONS
of the problems when you've had successful operations is the level of comfort that sets in. Then you begin to do things the same way day in and day out. Somebody from within the organisation or from a similar background may have allowed it to continue. As an outsider I'm going to ask all those na!ve stupid questions, which is going to make people a little bit uncomfortable. Hopefully it will bring a new approach, a new attitude, and a new way of thinking. What are your goals? I've spent some time discussing what business we're in. As a chairman, it's important for me to know this. To this extent, we've come up with a mission statement. Secondly, we've got to make sure we retain our client focus and help them make money because unless we're making money for the client, they're not going to give us anything. The third part of it is how we address our
I MarketingMatter own skill development issues. We must make sure that this is an organisation with those that are vitally involved and can share in the wealth.
I've already identified that Singapore is a repetitively creative place. Malaysia and Thailand as well, but not necessarily on the same level. We're creating an Internet repository where ideas and presentations Have you instituted anything concrete yet can be deposited so that different officers on the staff development front? can tap into it. People can share informaI think the first lesson that you learn is tion, which makes them, more efficient, to listen, listen and listen! If you can't With corporate governance, it's important understand what people are saying, you'll that we actually implement new policies never understand their real needs. Over the within the MDK organisation. Once people last 15 years, I've got to understand the Sin- can internally understand the ideas its gapore operation. I'm just beginning to much easier for them to go out and talk to understand the Malaysian and Thai opera- the clients about the same issues. tions. We're trying to evolve towards a conWe've got to build up the negotiating sensus view on the skill development needs skills of our own people because the real of the organisation. But it does differ by competition is not necessarily other agenperson, by role, and by country. cies, it's those that supply other parts of the One of the things we've worked on at marketing mix - the packaging, the adverMDK is media training. How are we going to tising and the direct sales forces. We've got go to a client and talk about media training to make sure that we get a portion of the when we haven't been through it? We've client's marketing mix. We'll only do that if had some good media trainers in to present we have the self-confidence and the skills to to the staff. truly understand what the clients are about, have negotiation skills to convince Is MDK's core business still public relations? the client to do things, and have the creI think one of the things that Michael De ative juices to get out there and do it in a Krester realises is that this is not just a PR very different way. It's an interesting chalcompany - that's simply a small part of it. lenge. Probably what excites me the most is It's more a corporate communications and that I can see after a long career in the marketing organisation. And within the insurance business, a lot of the skills that I organisation, there are skills: event manage- have developed are equally applicable to ment, writing and brochure development - another industry. all sorts of things. We really want to be a Let me give you one of my favourite strategic partner to the client. I like to tell analogies: if you spend a lot of time in an people that if you fail to plan, then you plan industry, you will understand a lot of the to fail. And that's when you react according details. It's like flying a helicopter at an to events - you don't necessarily adopt a pro- altitude of 1,000 feet. That's where the active approach. The skill we've got to devel- Account Directors need to their flying. A op is making people work harder; its making company's CEO needs to fly at about 10,000 people work smarter and faster. I've insti- feet for a wider view of things. I'd like to tuted is a policy requiring our people to think that as a non-executive chairman spend 20% of their time thinking. my job is to fly at 40,000 feet. My job is to see the big picture, but not to get How will you take your PR practitioners to embroiled in details. My job is to make the next level? sure that the processes and the checkOne way is to be repetitively creative, points are in place.ÂŽ
"I've instituted a policy requiring our people to spend 20% of their time thinking" aooi MARKETINGCOMMUNICAHONS25
AwardWinners
"Cutt!!" Wins B 4
53 PROFESSIONAL judges evaluated over 500 Corporation Sdn Bhd (MDC). The other entries for a period of the three weeks, sponsors for the festival were Dentsu, Young before the winners were announced at the & Rubicam, Axis Films, Axis Bazaar, Carrots 7th Malaysian Video Awards Night 2002 on 6 Films, Sledgehammer Communication, September 2002 at Twelve SI, Jalan Sultan POSTAM, Asia-Pacific Videolab, WASP Stu dio, Passion Pictures, O'Connor's Engineer Ismail. 25 total awards were presented. The Best of MVA was won by Mohd Zahir ing, Mega Crystal Supplies, Shiroku Produc Zainal Abidin for "Cutt!!", a production of tions, Getty Images and Twelve SI. r Multimedia University. The Best Experi mental Video (Professional) was won by For more information on the MVA and future Paul Loosley of Axis Films Sdn Bhd for "Por- events log on to http://www.mva.com.my triats in Absentia", and The Best Experi mental Video (Amateur) was won by Ng Sheau Horng for "Kam Sang Ta Kong Chai". In the Short Film category, the Best Short Film - Drama / Fiction was won by Woo Ming Jin for "Mina in Perfection" and the Best Short Film - Documentary was won by Sherman Ong for "The Ground I Stand". The festival was officially launched by YB Datuk Amar Leo Moggie, Minister of Energy, Communication and Multimedia, RM 3.000.00 on 2 September 2002, where he also pre sented the award for the WASSUP iMovie From Left: Nag, Caveman It and Zahir Chillest Awards. The award is the culmina tion of the digital movie-malcing workshop for teenagers held under the wings of the Malaysian Video Awards (MVA) Council and Regatta Dot Blonde. The festival main aim is to constantly developing the craftsmanship of the indus try. The festival promoted the craftsman ship in their talks and dialogues 'Making BEST PRODUCTION DESIGN. Sponsored by Axis Bazaar Pictures', 'Animation Production', 'The Title: Petronas CNY "Brudders" Leo Burnett Advertising Sdn Bhd Agency: Hows and Whats' by Elizabeth Rymer, CEO Advertising Passion Pictures Sdn Bhd Production House: Lee Cheun Fai & Julius Mak of Yorkshire Film Comission UK and 'Telling Winner: BEST COSTUME DESIGN Stories On Film'. Education and career guid Sponsored by Carrot Films ance was also being installed in the festival. Celcom "Celcom Global Comm. 2" Title: 'What Makes a Winner' where a panel of Advertising Agency: Bozell Worldwide Sdn Bhd Planet films Sdn Bhd Production House: MVA Council and judges gave out few point Winner: David Chang ers for general global acceptance of a win WASSUP CHILLEST iMOVIE TEEN AWARD ner in filmmaking and recognition in film Organized by Regatta dot Blonde "N-Roc" Title: festival. Za'em Arif Zainal Abidin (age 15) Winner: The festival screened Short films, Exper BEST PERFORMANCE IN A COMMERCIAL imental films and Features films from Sponsored by Passion Pictures Carl's "Carl's Corny Pick-up Line" Malaysia, Singapore, Thailand, Philippines, Title: Bozell Worldwide Sdn Bhd Advertising Agency: U.K., Australia and South Africa. Anima Production House: Planet films Sdn Bhd Winner: Adrian Pang tion works from Siggraph Festival, a rep BEST SOUND DESIGN utable animation festival, was also screen Sponsored by Wasp Studio for the first time in Malaysia in the festival. Title: Halls Vita-C "Kung Fu" 7th Malaysian Video Awards Festival's Advertising Agency: J Walter Thompson Sdn Bhd Frames Production Sdn Bhd Production House: Jefferi bin Omar Jayaseelan main sponsor was Mutimedia Development Winner:
Ning: Always delightful, always sexy, always crooning...
7th MVA 2002
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BEST SCRIPTWRITING Sponsored by Sledgehammer & Software prize from Trevally Technology Title: Advertising Agency: Production House: Winner:
Time Gold "Emplyee & Boss" D'Arcy (M) Sdn Bhd Berney Productions " — BC Sdn Bhd Yam Hoy Man
BEST MUSIC Title: Advertising Agency: Production House: Winner:
Lux Soap "Thirst" JWT Asiatic Advertising Axis Films Sdn Bhd Jose Thomas
BEST EXPERIMENTAL VIDEO (PROFESSIONAL) Sponsored by NAG RM3000 Title: Winner:
"Portraits in Ansentia" Paul Loosley of Axis Film
BEST EXPERIMENTAL VIDEO (AMATEUR) - ANIMATION. Sponsored by NAG RM3000 Title: Production House: Winner:
"Cutt!!" Multimedia University Mohd Zahir Zainal Abidin
BEST EXPERIMENTAL VIDEO (AMATEUR) Sponsored by NAG RM3000 Title: Production House: Winner:
"Kam Sang Ta Kong Chai" 555 Production Ng Sheau Horng
est of MVA By Esther Eng
Carey Rueda presenting the Best Commercial award (Yasmin Ahmad representing Baldev Singh, the winner)
Another group of winners
Axis Film representative presenting the Best Director award to Jimmy Quah
The Best Experimental Video winner, Ng Sheau Horng
AwardWinners
Bozell and Planet Films Partner For Five Golds THE Bozell Worldwide and Planet Films partnership topped the medal tally at the 7th MVA, picking up five gold, one silver and three bronze awards. The collabora tion bagged gold awards for Best Costume Design, Best Cinematography, Best Perfor mance in a Commercial, Best Editing and Best Director. "The bountiful wins at MVA 2002 bring to the fore the exceptional collaborative effort between Bozell Worldwide and Plan et Films in producing impactful, cutthrough commercials that positively influ ence the minds of our clients' targets," said Dharma Somasundram, creative director of Bozell Worldwide. The gold awards in Best Costume Design and Best Cinematography were for Celcom's corporate commercial, titled Cel com GlobalComm. The sweeping commer cial, partially shot in Nepal, also garnered three bronze awards for Best Production Design, Best Director and Best Commercial. A cinema commercial for international premium beer Carl's accounted for three other gold awards for Best Performance in a commercial, Best Editing and Best Direc tor. The partnership's sole silver award came from 4As' Call for Entries in the Best Performance in a commercial category.
- Gold Winners List BEST SHORT FILM - DRAMA / FICTION (OPEN) Sponsored by NAG RM3000 & Grant from FINAS worth RM30,000
Title: Winner:
"Mina in Perfection" Woo Ming Jin
BEST SHORT FILM - DOCUMENTARY (OPEN) Sponsored by NAG RM3000 & Kodak Title: Winner:
"The Ground I Stand" Sherman Ong
BEST EDITING (ASEAN) Sponsored by Getty Images Title: Advertising Agency: Production House: Winner:
Star Mild "Menthol" McCann-Ericksan Indonesia Alligator Bayu
BEST ANIMATION (ASEAN) Sponsored by Getty Images Title: Production House: Winner:
"Solar Ice" Fat Lizard Rohaizul Hisham Mohammed
BEST SHORT ANIMATED FILM (OPEN)
BEST MUSIC VIDEO Sponsored by O'Connors Engineering
No WINNERS
Title: Advertising Agency: Winner:
BEST DIRECTOR (ASEAN) Sponsored by Getty Images Title: Advertising Agency: Production House: Winner:
Bank Mandiri "Proklamasi" Euro RSCG Digi Seni Kamal Mustafa
BEST CINEMATOGRAPHY (ASEAN) Sponsored by Getty Images Title: Advertising Agency: Production House: Winner:
Cofee Beanery "Your Neighbour Cafe" Chong Ma Carrots Films Sdn Bhd Chan Hai Liang
Too Phat "Just a Friend" Pegasus Film Sdn Bhd Sean Chan
BEST EDITING Sponsored by POSTAM Title: Advertising Agency: Production House: Winner:
Carl's "Carl's Corny Pick-up Line" Bozell Worldwide Sdn Bhd Planet Films Sdn Bhd Terence Manuel £r Marshall Raj
BEST CINEMATOGRAPHY Sponsored by Kodak Title: Advertising Agency: Production House: Winner:
Celcom "Celcom Global Comm.2" Bozell Worldwide Sdn Bhd Planet Films Sdn Bhd Alvin Lee Chee Ping
BEST DIRECTOR Sponsored by AXIS FILM Title: Advertising Agency: Production House: p Winner:
Carl's "Carl's Corny Pick-up Line" Bozell Worldwide Sdn Bhd Planet Films Sdn Bhd Jamie Quah
BEST SPECIAL EFFECTS Sponsored by APV
BEST TV/CINEMA COMMERCIAL Sponsored by Dentsu, Young & Rubicam (DY&R)
Title: Advertising Agency: Production House: Winner:
Title: Advertising Agency: Production House: Winner:
Digi Prepaid Plus "Launch" Naga DBB Sdn Bhd Carrot Films Sdn Bhd Gerald Lim
BEST ANIMATION Sponsored by POSTAM Title: Advertising Agency: Production House: Winner:
Digi Prepaid Plus "Launch" Naga DBB Sdn Bhd Carrot Films Sdn Bhd Goh Aun Hoe
TV3 Promo "Makan Bola" Leo Burnett Advertising Sdn Bhd B&W Films Sdn Bhd Baldev Singh
THE BEST SHOW AWARD 2002 Sponsored by Multimedia Development Corporation Title: Production House: Winner:
Cutt!! Multimedia University Mohd Zahir Zainal Abiddin
aDOl MARKETINGCOMMUNICATIONS 27
HotHappening
20th
IFABC
Lands in Malaysia THE 20th General Assembly of the Internation al Federation of Audit Bureaux Circulations met in Kuala Lumpur from 17 to 22 September 2002. Themed "Media Convergence - Managing Change", the assembly focused on new develop ments in the media scene with a view to for malising a uniform reporting structure of cir culations. Although much of the assembly was closeddoor meetings, the opening day was marked by a seminar, which was open to the press and public. Cyril Pereira, chairman of the Society of Publishers in Asia, Vivian Lau, chairman of the Hong Kong chapter of the interactive bureau, and Tan Sri Dato' Seri Abdullah Ahmad, New Straits Times Press Group editorin-chief each presented a seminar paper. In its 27th year, Audit Bureau of Circulations Malaysia, under organizing chairman Shahar Noor, played host to this international event for the first time. Commenting at the official open ing at the Marriot Hotel in KL's Bukit Bintang district, Shahar said, "The media industry has undergone many interesting and remarkable changes in the past decade. This year's theme is particularly interesting as we discuss and debate upon innovative circulation measure ment standards and how the integration of media will challenge us in the future."®
28a00l MARKETINGCOMMUNICATIONS
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MediaResearch Table i: AdEx share by media Medium Jan-Jun 2002 RM million TV 434-9 1062.8 Newspaper 66.6 Magazine Radio 61.2 Point-of-sale 13.5 Cinema 4.4 Video Total 1643.4
Jan-Jun 2001 RM million 391.4 916.3
Share (Jan-Jun 2002) 26.5% 64.7%
YOY Change
82.8
4.1%
-20%
+11%
+16%
54-3
3.7%
+13%
12.1
0.8%
+12%
5-7
0.2%
-22%
0.4 1463.0
100%
-
+12%
Source: Nielsen Media Research
Table 2: Top 10 Categories Rank Top 10 Categories 1 2
3 4 5 6 7 8 9 10
Telecommunications Corporate/Government Real estate Educational, book stores Media/Publishing Entertainment/Franchise Banks Face care/body/hand Department stores Petroleum
Jan-Jun 2002 RM million
Jan-Jun 2001 RM million
YOY Change
107.5
85.2
+26%
96.7 78.7
57-2
56.7
+69% +39%
72.4
61.1
+18%
58.8 53-3 36.9 34.8 347 3i-5
52.1 38.0
+13% +40%
43.2 26.8
-15% +30%
347
0%
28.7
+10%
Jan-Jun 2001 RM million
YOY Change
29.0 23.1 13.6 26.7
+37% +59% +74%
Source: Nielsen Media Research
Table 3: Top 10 Advertisers Rank Top 10 Advertisers 1 2
3 4 5 6 7 8 9 10
British American Tobacco Telekom Malaysia Maxis Nestle Japan Trading International Celcom Petronas Unilever Procter £r Gamble Digi
Jan-Jun 2002 RM million 39-7 36.7 237 22.1
-17% -17%
17.9 17.9 16.0
25.4 13.2 16.7 14.5 12.7
+23% +25%
15.4
20.2
-24%
21.0
19.4
+47% +7%
Source: Nielsen Media Research
Table 4: Media Reach Media Newspapers (yesterday) Magazine (past month) Cinema/Cineplex (past 2 weeks) FTA TV (yesterday) Pay TV (yesterday) Video (past month) VCD/DVD (past month) Radio (yesterday) 8473 Posad (past month) Internet (past week) Source: Nielsen Media Research
3O0DOI MARKETINGCOMMUNICATIONS
Nielsen:
%YOY Jul'oo-Jun'oi Jul,oi-Jun'o2 ('ooo) Reach% (fooo) Reach% +13 5689 49.8 6443 51-1 +6 26.1 2982 25.0 3150 +25 3-1 437 3-5 349 +7 10303 81.7 84.4 9637 +70 1692 8.7 13.4 993 12.6 -50 724 1437 5-7 +20 5202 6219 45-5 49-3 +7 9056 74-2 71.9 +7 64.9 7417 7953 63.1 12.7 1450 +34 15.4 1947
ADVERTISING expenditure in Malaysia registered a double-digit growth of 12.3% in the first half of this year, reaching RM1.64 billion with the highest contribu tion coming from telecommunications, government/corporation and real estate, according to newly released figures by Nielsen Media Research at its annual Media Industry Presentation. The robust AdEx growth for the first half of 2002 compared to 6.7% first quar ter growth is boosted largely by the World Cup frenzy. June 2002 AdEx recorded an exceptionally high 28.4% growth over the same period last year. Significant investments by the govern ment to promote sports, road safety, healthy lifestyle and recycling, coupled with World Cup advertising which started as early as April, has provided a good start for the first half of 2002. "Notwithstanding the AdEx contribu tion during the World Cup period, total AdEx for the year is expected to grow by 8.3%, reaching RM3.42billion," said Danyal Abdul Malik, executive director, Nielsen Media Research. "Outlook for 2002 is certainly more positive than last year's 2.6% growth, although there is cautious optimism towards stronger growth among advertis ers and consumers. Despite growing con sumer confidence at the beginning of the year, uncertainties in the US economy in the last few months had affected market sentiments here," Danyal added. Newspapers still enjoy the lion's share of AdEx, capturing 64.7% of the total AdEx pie in the first half of 2002, registering a 16% growth the same period last year. With the exception of cinema and maga zine, all other mediums registered dou ble-digit growth in AdEx. Radio - which posted a buoyant 13% growth, is the only other medium to register higher growth than total AdEx (see Table 1). Telecommunications continues to top the highest category expenditure, fol lowed by government/corporation and real estate. Over the same period last year, government/corporation expendi ture increased considerably - up 69%, real estate at 39% and telecommunications at
MediaResearch
AdEx Expected To Rise in 2002 THE 2002 MEDIA PRESENTATION BY
NIELSEN MEDIA RESEARCH 27 SEPTEMBER 2002
PUTRA WORLD TRAOE CENTRE, KUALA LUMPUR
26% (see Table 2). Tobacco, telecommunications, FMCG companies and Petronas dominated the top 10 advertisers in the first half of 2002, and accounted for 14% of total AdEx. British American Tobacco is again the top advertiser with AdEx exceeding RM39 mil lion, an increase of 37% compared to the same time last year (see Table 3). Aligned with global trend, consump tion of TV and radio in Malaysia is on the decline. Daily reach for both terrestrial TV and radio has dropped by 2% over the last one year. However, terrestrial TV remains the most popular media with
82% reach, followed by radio at 72% and newspaper at 51%. Meanwhile, newer mediums such as VCD/DVD, Internet and Pay TV are rapidly growing, with year-onyear growth of 20%, 34% and 70% respec tively (see Table 4). Of the 1.69 million viewers who watched Pay TV yesterday, 58% watched only Astro channels, while the remaining 42% watch terrestrial TV channels via Astro. Among 3 terrestrial channels, the most popular channel watched via Astro is TV3, followed by TV2 and TVi. For radio, average time spent listen ing per week remained approximately the
SENIOR ACCOUNT SERVICE PERSON WANTED:
JAKARTA, INDONESIA
same as last year at 28.8 hours, but reach declined slightly to 86%, a decrease of 2% from last year. Individuals with internet access has risen 28.4% to 2.35 million, while past week internet users stand at 1.95 million, a sizable increase of 34.5% compared to last year. However, average hours spent a day on the internet remains the same, at 1.3 hours. "While VCD/DVD and Pay TV are attracting larger audience, current estab lished media like newspapers and TV con tinue to dominate the advertising pie," said Danyal. ©
Requirement is for a star performer to fulfill our current requirement for a Group Account Director; with the potential to succeed current Senior Management of the Agency. Attractive compensation commensurate with the importance of the role; and
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Please e-mail CV to: kikibeam@singapore.com
New 1VC Debut - Sept/Oct 2002 Brand: Nokia Title: Nokia 7650 "Crash" Duration: 20secs Client: Nokia Malaysia Agency: Bates Malaysia Creative Director: Ajay Art Director: Leong Kit Sze Copywriter: Roni Johann Language: English, Bahasa Malaysia Summary: With advance technology of picture SMS, busi ness has become simpler but don't simply abuse it.
Brand: Nescafe Title: Street Musician Duration: josecs Client: Nestle Products (M) S/B Agency: McCann-Erickson (M) S/B Creative Director: Beresford Mitchell Art Director: Justin Shin Copywriter: Jasmine Ishaque Language: English Summary: Every moment starts from somewhere and this special moment between the street musician and his singer begin with by enjoying their favourite drink.
Brand: TV3 Title: Park Bench Duration: sosecs Client: Sistem Television Malaysia Berhad Agency: Leo Burnett Advertising Creative Director: Yasmin Ahmad & Ali Mohamad Art Director: Tan Yew Leong & Walter Teoh Copywriter: Tan Yew Leong & Walter Teoh Language: Music Summary: If everything goes wrong and nothing can cheer you up, turning on the station might help you forget the sorrow.
Brand: Jaring Title: Cycle of Transformation Duration: 40 sees Client: Mimos Berhad Agency: Spencer Azizul Advertising Creative Director: Ram Sandhu Art Director: Kient Wai Copywriter: Daphne Pereira Language: BM, Eng br Mandarin Summary: Just like heroes, innovators and leaders, Jaring transforming our lives to make a better world for everybody.
Mok# moments more pr#cloys g|l with Chipsmore
Brand: Danone Chipsmore Title: Counting Kisses Duration: 30 sees Client: Danone Marketing Agency: Grey Wordwide Creative Director: Jeff Orr £r Queenie Koo Art Director: Claire Lim Copywriter: Raymond Ng Language: BM, English & Mandarin Summary: Share the most precious moment with love ones.by enjoying Chipsmore.- more chocolate chips, more kisses.
Brand: Boh Tea Title: Time Bang Duration: 2osecs Client: Boh Plantation Agency: Carat Media Services (M) Sdn Bhd Creative Director: Henry Martinus Art Director: Tony Chew Copywriter: Henry Martin us Language: English Summary: No matter how many alarm clocks you destroy, more will come with every purchase of Boh dou ble chamber 100.
(TledioBonc For more information please call hza Ismail of MediaBanc at 03 7983 6668
TVB Aims For Growth TV3, Malaysia's first private, free-to-air television station aims to increase its TV ratings from the current 42TVR to 45TVR by the end of its 2002/03 financial year. The station unveiled its aggressive plans on 5 September 2002 at TV3 Screenings 2002 - the inaugural edition of an annual event held to showcase TV3's programme line up for the upcoming season. The event was aimed at media buyers and advertisers. "Viewer demands are changing," said the company's recently appointed CEO Ahmad Farid Ridzuan. "We have to remalce ourselves in order to keep up. Throughout the years, TV3 has always enjoyed the top spot in terms of ratings. We intend to not only keep it that way, but to widen the gap between us and our nearest competition." ©
pBpO 4
We want new blood. DM writers and copywriters who wish to become immortal, call 2094 9890. v
AwardWinners
2002 DMAM Awards
Direct Marketing Association of Malaysia
Winners List Best Recruitment Program Merit: "Compaq" FCB Direct Bronze: "Count the logos" FCB Direct Silver: "Skills & Thrills" OgilvyOne Best Retention/Loyalty Program Merit: "Imagination" OgilvyOne Silver: "Nestle" OgilvyOne Silver: "Shell V-Power" Grey Direct InterActive
Razman Hafidz, President of DMAM and Shane Weaver, Chairman of the Panel of Judges and Creative Director of OgilvyOne and Ogilvy Interactive.
Best Use of Direct in Brand Building Bronze: "Imagination" OgilvyOne
WELCOME TO THE
DMAM 2002 AiARI
Direct Mail Campaign: Dimensional Merit: "Citibank" Wunderman Silver: "Blueblack" OgilvyOne Best Direct Mail Campaign: Flat Merit: "Fortune" Grey Direct InterActive Bronze: "Skills £r Thrills" OgilvyOne Silver: "Photopack" Grey Direct InterActive
The OgilvyOne team for "Skills & Trills"receiving their award for the Best of the Best from Razman Hafidz. From Left: Koh Kiam Seng, Tan Kien Eng, Michael Khor, Khoo Thean San
26 SEPlflR 2002
Best of Show: "Eraser" by OgilvyOne team. The team comprised of Lynette Ang, Valerie Chen, Tan Kien Eng
Lee Siew Thin, Associate Creative Director for OgilvyOne with her award for Best Craft: Copy, whilst Managing Director of Grey Direct InterActive looks on.
Best Craft: Art Direction "Photopack" by Grey Direct Interactive, Gareth Gwynne and Nina Mohamed. Looking on is Rod Strother, Managing Director of Grey Direct InterActive.
Best Retention/Loyalty Program. Silver: "Shell V-Power" Grey Direct InterActive. From Left: Denise Pui, Meyrick D'Souza, Sonny Low and Gareth Gwynne together with Shane Weaver.
Best Use of Direct Response Media Merit: "Doorknob" Rapp Collins Best Use of Interactive Media Merit: "Coke" Arachnid Bronze: "Maggi" OgilvyOne Bronze: "Smallest Ad" OgilvyOne Best Craft: Art Direction Silver: "Photopack" Grey Direct InterActive Silver: "Blueblack" OgilvyOne Gold: "Eraser" OgilvyOne Best Craft: Copy Silver: "Photopack" Grey Direct InterActive Silver: "Blueblack" OgilvyOne Gold: "Maggi" OgilvyOne
AM 2002 AMARUS 2#%EM8ER 2t
Best of Effectiveness "Skills £r Thrills" OgilvyOne Best of Show "Eraser" OgilvyOne Best of the Best "Skills br Thrills" OgilvyOne
343001 MARKETINGCOMMUNICATIONS
Best Direct Mail Campaign: Flat. Merit: "Fortune" Grey Direct InterActive. The winners are Gareth Gwynne and Nick Quah.
Sonny Low - Senior Art Director receiving his award from Rod Strother.
DirectMarketing
NEWS BRIEFS: WORLD • Publicis Merges With Bcom3 Publicis Groupe SA has announced the comple tion of its merger with Bcom3, forming the world's fourth-largest advertising and communi cations group. Publicis also confirmed its strate gic partnership with Dentsu, which has become a significant shareholder in Publicis through the Bcom3 merger. On 20 September 2002 Bcom3 shareholders approved the merger. The vote fol lowed approval on 18 June 2002 by Publicis share holders.
• New President for Time & Fortune Andrew Butcher has been appointed president and publisher of Time £r Fortune International, with immediate effect. He will continue to work from Time Inc International's headquarters in London, overseeing Time and Fortune's interna tional operations across Europe, Middle East, Africa, Asia and Latin America. Previously, Butcher has worked at Reed Elsevier as Regional Director and at the International Herald Tribune as Advertising Director.
• Cannes Announces 2003 Dates The 50th Anniversary of the International Advertising Festival will now take place 15 to 21 June 2003, due to unforeseen technical problems at the Palais des Festivals in Cannes. The dele gate registration desks will now open from Saturday afternoon, 14 June 2003. The Festival screenings and activities will begin at 9am on Sunday, 15 June 2003, continuing through the week until the closing award ceremony and gala evening on Saturday, 21 June 2003.
• Bundock and Terrett Join BBC World Biz Team Sally Bundock joins Tanya Beckett as a presenter on the early morning BBC World programme, World Business Report, aimed particularly at viewers in Europe and John Terrett will also join the team as the New York-based anchor of the programme, according to a recent announce ment. Bundock joins BBC from Bloomberg. Terrett is a veteran BBC staffer.
• Apple's Final Cut Pro Wins Emmy Final Cut Pro, Apple's professional video and film editing software, recently picked up a 2002 Primetime Emmy Engineering Award for its impact on the television industry. The award was bestowed by the Academy of Television Arts £r Sciences.
• Brodeur Launches Global Support Council Brodeur Worldwide recently announced the for mation of its Global Support Council, a team of international client service best practice leaders who work together to support for multi-country businesses. The GSC team will provide strategic counsel for Brodeur's network of 62 offices in 30 countries.
36aDOl MARKETINGCOMMUNICATIONS
Murder Most Faux...
the "Direct Marketer" Did It By Kurt Crocker, Creative Director, Drayton Bird, Crocker and Mano Sdn. Bhd (DBC&M)
IT wasn't real. It never was. Even so, the price had been paid. Or, at least, billed. Payment was another matter altogether. The agency lads could only hope for the best. But I'm getting ahead of my story. It all began one fateful day during a topmanagement meeting in a smoke-free confer ence room at the agency. As the debate contin ued to heat, the sun began to set, and coffee cups gave way to chilled lager and a less cau tionary tone. It wasn't about the awards, they agreed. It wasn't even about the work. It was, of course, about the money. About wanting more of it. For the agency. For themselves. And, oh yeah, for the staff. But how? Each had drawn their own map for a road to riches, and at this moment, their proposed paths had not inter sected. Creative billing? "Well of course, you dolt", someone snapped. "We've been doing that for years and where has it gotten us? A second company Merc and my move to Kenny Hills? Think big, ferchrissakes." A New Creative Director? The suits groaned in common understanding. No words were needed to explain their disdain for breaking in another prima donna. It had taken three years to mold the current Creative "guru" into some form of obliging man-on-a-string. "Just do it" had finally been met with a nod, and they weren't about to start the process of debilitation all over again. More client entertainment? "Hmmmm, yes, but selectively", another demurred. "Only for our mega-ringgit accounts. Even then, it's a long-term investment with no guaranteed income. It would strengthen the relationship, you say? Bull. It may be right, but we need right away." As silence (save for a few lager inspired belches) befell the room, the most recent addi tion to this circle of power and decisiveness began a slow lean forward. The youngish exec loosened his Hugo Boss tie and nervously fid geted with the Brietling chronograph he pur chased as an investment in confidence. He cleared his throat with a soft "ahem" and began to speak. "Here's a thought. We all know that more
clients mean more money. And we've been pitching "total communications" for quite some time. Trouble is, some buy it. Some don't. Maybe more would believe our "integration" story if, um, er, well... if we actually had an honest-to-goodness Direct Marketing division. You know, not just the team from PR? Or our creative group that handles all those corporate brochures? I mean a real, live Direct Marketing pro with a track record to prove it." All the men at the table glared at the upand-comer, their jaws dropped beyond the Windsor knot tied neatly ahead of starched Gucci collars. Then in unison, they broke into earsplitting guffaws, as beer spittle sprayed from nostrils and fat-fingered fists slapped the table in uncontrolled hysteria. All the men did this, except one. The one sitting at the head of the table. When the laughter subsided, tears were wiped, and breathless utterances like "that's a good one" died down, the honcho at tablehead smiled gently and spoke. "You do have a lot to learn, kid," he sneared. "But gentlemen, I think the fellow is on to something. No, we don't need a genuine Direct Marketing guy, my gawd, think of the expense. But we ought to be more genuinely convincing when we sell this "total communi cation" thing to prospective clients. That's how we make more money, gentlemen. Now get me a body. Any body. Get him cheap. Package the crap out of him and stand him up when we pitch. Just do it. And do it now." And so they did. And the business came. Budgets were approved. Projects began. The "Direct Marketing" guy proposed an ambitious and complicated mail campaign with words he borrowed from texts and promises he pulled from thin air. The client gave his go-ahead, sat back in confidence, and waited for the orders to pour in. The orders didn't pour in. They didn't even trickle. The client disappeared. And, after threats from the demised client's boss, so did the "Direct Marketing" guy. Two careers mur dered at the lick of several thousand misguid ed postage stamps. But the "Direct Marketing" guy didn't real ly do it. The agency did. And they billed the client anyway. ©
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InterActive
NEWS BRIEFS: ASIA WL First-ever Local Reality Production For AXN AXN is embarking on its first-ever local production and programming effort with the AXN Who Dares Wins - India Special. This large-scale production effort was in Mumbai, Delhi, Kolkota, Bangalore and Chennai from 18 September to 7 October. The programme is hosted by ex-Australia test cricket star Mike Whitney and his co-host Tania Zaetta. David Mason, co-creator of the Australian produc tion of Who Dares Wins, is producing.
by Josh Sklar, Founder LogicWorks - josh@logicworks.us
• Lowe Appoints New China MD Lowe £r Partners recently announced the appoint ment of Michael Tang to the position of Managing Director for China. Tang, who will oversee offices in Beijing and Shanghai, is assuming the position from Francis Chu. Most recently Tang was CEO for Arnold Communications in China, a division of Boston-based Arnold Worldwide Partners.
• OMD Promotes Florence Oong OMD has recently announced the promotion of Florence Oong to Director of Communications Insights for Asia. In her new role, Oong will expand her current research portfolio to include oversee ing Greater China. She has run the South East Asia research operations for the past three years and will continue to be based in Singapore.
• 17 New Members For CASBAA The Cable tr Satellite Broadcasting Association of Asia (CASBAA) has recently announced 17 new memberships taken up in the past six months. The new CASBAA member companies are MediaCorp News; CLSA Emerging Markets; DST Innovis; Eutelsat SA Broadband Network and Singapore Cable Vision along with new Associate members, Churchill Whitfield; CMM Intelligence; On Media; Mindshare; NTL; Haldanes; RR Satellite Communications; Lehman, Lee £r Xu; Telecom Venture Group and Vivendi Universal.
• Courts To Open In Thailand Singapore's Courts has announced plans to expand into the Asia region, with its first store planned for Phuket, Thailand. The first store, expected to begin trading during 2003, will retail household furni ture, home furnishings, home appliances, electron ic goods and IT equipment. Courts officials have said that Phuket would serve as the company's headquarters in Thailand.
• NaTve: Asia's First Virtual Creative Network The Naive Network, Asia's first virtual creative net work (htp://www.naivenetwork.com) was launch ed recently by co-founders Ian Thomson and Evan Burford, both former CDs at O&M, Saatchis and DY£rR respectively. The network incorporates a number of Asian based partners who share Naive's goals and philosophy, and who can provide exper tise in areas such as strategic thinking, product design and brand identity.
• ESPN STAR Announces New Roles ESPN STAR Sports has announced the expansion of the role of Richard Young, vice president of the company's event management group to include programme development, and the promotion of Bill Cooper to director, client services, event man agement group.
388001 MARKETINGCOMMUNICATIONS
Net, Protect Me
AS always dear readers, your fearless columnist is looking for ways to prove that the Internet is the future for many aspects of our everyday lives. And not just an option, but the only real way to protect yourself as crime becomes less dangerous and more profitable for the clever. Since no experience is too arduous for the likes of me, I went out and had a dozy, all for your benefit. That's how much I love you. First I arranged to have a stranger steal my physical mail from either the post office or my apartment building's boxes. Then I had this person only take the bank statements and put the rest back. Bank statements are interesting documents. They tell anyone who looks how much you have in your accounts, what your check sequence is, your account number, your ID number, your legal name - perhaps even mirror copies of your cleared checks inclusive of your actual signature. That's what I made sure was in mine. Then I instructed this slip pery fellow to go to a printer and get checks made up with all my information - starting at the next check number in the sequence. Many banks offer their customers the option to print their own checks and there are quite a few printers (even on the Internet) who will do this with no questions asked. Once he had a checkbook with all my per sonal bank account information on it I thought it would be interesting if he were to write a check for everything in my checking accounts to himself and then using stolen or false ID, open a bank account somewhere else and deposit the check. When it cleared, take the money out and close the account. As a final top ping, I had him go back and remove my next month's statement so I wouldn't notice the depletion for a while. Since I don't use cash much anymore, I only go to an ATM and see the balance every few weeks - and mail like bank statements are not things you pay attention to until you see them or need them. Next I might have him try the same with credit card statements or government support. The moral of my little misadventure is: instruct your financial institutions and deal-
ings not to send you physical statements or checks in the mail. If they have an online banking aystem (as just about every mid to large size bank around the world does now), use it. If they don't, write a letter to the Bank President/CEO asking for it and saying you will take your business elsewhere if they don't catch up. Identity fraud, check fraud and general bank fraud are becoming the fastest growing crimes all over the globe. This is because of the number of credit instruments available, des perate banks who will not enforce security inconveniences on customers and technology defeating their defenses. Banks are taking huge losses with fraud involving businesses and there's very little they can do about it because of the costs involved in retooling everyone's infrastructures. But as an individ ual you can use the secure Internet technology that's freely available to reduce the likelihood of someone gaining access to the data that identifies you as you. A mailbox isn't the most secure environment and post offices are in shopping malls at times! Write to your credit card companies and ask the same. All the major banks allow you to do practically everything online, including paying all your bills, and you might as well start to realize that the Web isn't all eyeball catching and campaign integration - it has very clear uses that, these days, we really can't afford to do without. As for me, yes it really happened. At the end of the day I was protected because in the United States, my money is guaranteed up to US$100,000 in banks by the Federal Deposit Insurance Corporation (FDIC) of America. That's one of the good things about the States. Another is I was able to pick up the phone and call in the US Secret Service since this crime involved identity theft and bank fraud. Many people don't know they can call the President's special police in to investigate crimes like this for you but - you can. They're currently closing in on the perpetrator and I'm enjoying the best Reality TV I've seen so far. ©
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NEWS BRIEFS: M'SIA Tan Siang Lin Takes Over MediaCompete MediaCompete Malaysia has recently announced the appointment of Tan Siang Lin as Head. Tan takes over the helm from outgoing MD, Mark Stradling. Tan, who has been with MediaCompete in Malaysia for almost three years, comes with 13 years of experience in the industry. Her client port folio experience includes British American Tobacco, Danone, GlaxoSmithKline, Guiness Anchor, KFC Malaysia, Nestle, and Shell.
Prudence gives Glamour a Hard Time
By Abhijeet Dutta Ray; Strategic Planning Director Ogilvy & Mather Thailand
• TBWA's Announces 03 Biz Wins The TBWA-ISC Malaysia group recently announced a handful of new accounts won during Q3. Its Tequila agency has won the Shell Gas BTL and Shell Retail accounts and its WMD media company has won the Australian Tourism Commission account. Lead agency, TBWA-ISC, has won both the Red Bull and Ikea accounts. The agency relinquished its Cadbury confectionery account in order to win the Mars confectionery and pet food assignments for Malaysia.
• NY Fests Extends Deadlines The New York Festivals has extended the entry for the following competitions to 31 October 2002: TV/Cinema Advertising, AME International, Television Programming, and Film £r Video. ADOI is the official representative of the New York Festivals in Malaysia.
• Students To Create Coca-Cola TVCs Coca-Cola Malaysia has announced a collaboration with Kuala Lumpur-based Dasein Academy of Art to jointly develop its new Coca-Cola Cuba Try Alaminya festive TVC campaign for Hari Raya Aidilfitri and Chinese New Year celebrations. The ideas were conceptualized following a thorough briefing by McCann Erickson creative director Kevin Pereira. The Coca-Cola Cuba Try Alaminya campaign has recently replaced the three-year-old Coca-Cola Chup! campaign - the first ever locally created concept for Coca-Cola.
H New Faces at BBDO
BBDO Malaysia has recently announced several new staff acquisitions and a promotion. Paul Regan joins as executive creative director. Originally British, he has worked for a decade in Asia. Mariam Sarah Hashim has been hired to lead the new self-contained Maxis Business Unit. Creative veteran Mohamad Shah Mohamad Ali will join BBDO Malaysia as creative director of the Maxis Business Unit. The agency has also promot ed Mohamed Adam Wee Abdullah to director of account management.
• POS AD Wins Award For the second yhear in a row, in-store media adver tising provider POS AD has been awarded the Diamond of Asia Award 2001. The recognition was bestowed by ActMedia Asia. POS AD faced competi tion from several Asian countries, including Hong Kong, Taiwan, China, Korea, Singapore, Thailand, Philippines, and Indonesia.
koddO\ MARKETINGCOMMUNICATIONS
TALKING about consumer and communication trends in Amazing Thailand, there seems to be at least two discernible macro ones these days: Prudence giving glamour a hard time, and becoming fashionable by going patriotic. It has been four years and a bit since reces sion struck in Thailand and some categories of product and services are benefiting more than others. Brands that were once hallowed sym bols of pure affluence no longer rule the roost. Steadily consumers have shifted away to buying 'smart' - brands that make sense from the point of view of both utility and value for money. Does that mean Prudence is beating the hell out of Glamour? Not quite...just giving it a hard time. I do not have numbers to quantify my claims, but one just has to get around town to see that the changes in attitudes are perceptible. The yesteryear symbol of mid-career suc cess - the venerable Mercedes Benz - may send out the wrong signal these days. You certainly do want to appear to have arrived in yester day's status symbol, rather you want to appear savvy both running around town as well as taking the kids upcountry on those long week ends. Enter SUVs and MUVs -it is difficult to miss the Chevrolet Zafiras and Honda CRVs zipping all over. You can look like a million Baht these days without having to really spend it. With high connectivity to the corridors of hi-couture (read catalogues and internet) the boutique retailers of Siam-Square and Siam Center are quick to emulate (note - these are not knock offs) and offer the young and trendy reasonably priced quality clothing. No one is denied from keeping abreast from emerging trends in the world of
hi-fashion. And thanks to Louis Vuitton open ing their biggest store this side of Suez, the tourists can happily continue to hunt for bar gains for big brand names here. Used to be that any one worth his liquor would not be seen dead with anything but a Chivas, or at least 'keep walking' with Black. However, the image conscious are going softer and taking to the RTD bottle instead. A plethora of soft-alcoholic ready to drink brands such as Bacardi Breezer, ES and Johnny Walker One are becoming increasingly popular. For those who still thirst for harder stuff, cheaper blends like Whytehall and Spey Royal are a godsend with the cheapest 'imported' costing as low as US$3 for a bottle. The newest bandwagon in town is 'Nationalism'. I think it really all began with the ruling party decided to call itself simply "Thais love Thai" (Thai Rak Thai). That caught the imagination of many Thai firms who chose to invoke Thai pride, as evident from commercials from Thai Life Insurance, Bangchalc Petroleum and Krung Thai Bank. During the World Cup, the latter took the unusual step of shaming Thais into recognis ing that if things continued to roll along as usual - Thais would have to re-learn their art and culture from foreigners! A more economically meaningful move ment - indirectly helping the country to help itself - was launched by local music major Grammy. To protect intellectual property rights of its artistes, Grammy embarked on an awareness campaign to shun fake CDs using both live and free concerts and slashing prices of its genuine CDs to a level where it was mar ginally higher than fakes, thus making it seem both reasonable and conscientious to buy gen uine discs. Whatever be the trend, word gets around fast these days - thanks to over 75 new models of mobile phones being launched in the last 18 months alone. To borrow from a well-known brand name of a popular new pre-paid mobile service.. .people "Just Talk".
FRIDAYS COME FOR THE FOOD STAY FOR THE FUN
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CREATIVE Leaps is a first-hand insight into the workings of one of the world's hottest ideas com panies, Saatchi £r Saatchi; it reveals the strate gies, the creative thinking and stories from behind the scenes of some of their most success ful and best loved advertising campaigns in Australasia. This is a book about the business of ideas, packed o Saatchi network and explains the local thinking that inspired global action. Case histories and inside stories from 'Which bank?' to NRMA for H.E.L.P., to New Zealand's hilarious 'Bugger' commercial and many others are discussed. This is a unique text for anyone involved in marketing and advertising or, indeed, anyone interested in the business of ideas and the prac tical magic they can conjure. But, this is not a Saatchi £r Saatchi book, as such. Its lessons are universal. Its methodologies are global. It's about the transformational power of ideas, wherever they come from; it's an instruc tive course book, covering the ideas machinery from brand theory to real-life production tips.
The author, Michael Newman, was executive creative director of Saatchi & Saatchi Australia between the halcyon years of 1997 and 2001. He was at the forefront of the groundbreaking cre ative work on giant accounts like Toyota and was a first-hand witness to its influence on the net work. - John Wiley and Sons Title: Author: Publisher: Price:
Creative Leaps: 10 Lessons in Successful Advertising Inspired at Saatchi & Saatchi Michael Newman Wiley Books Pte Ltd US$29.95
Makeover At McCann TONY SAVARIMUTHU, former GM at Leo Burnett and executive vice president of MBf Cards has been named new managing direc tor of McCann-Erickson Malaysia, effective 1 October 2002. He replaces Matthew Gorriclc who moves on to a executive vive president and board director of McCann-Erickson in Tokyo, Japan. ADOI has learned that Szu Hung, from Saatchi & Saatchi, and Huang Ean Hwa, for merly of Leo Burnett and BBDO have been named joint executive creative directors under Savarimuthu. Hwa is scheduled to join the agency 1 November 2002. Szu's appointment takes effect in January 2003. The duo replaces outgoing executive cre ative director Beresford Mitchell, who has been named executive creative director of McCann-Erickson Hong Kong. Savarimuthu is the first ever Asian MD of the McCann operation in Malaysia. Additionally, Szu and Hwa are believed to be the first ever 'local' executive creative directors of McCann Malaysia.
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A new team is set to chart the course of one of Malaysia's best-known and most prolific agencies
Tony Savarimuthu
Lee Szu Hung
Hung Ean Hwa
That's for sure John Ong Moh Taur, 34 years, General Manager of Siabex Technology Sdn. Bhd. Shares the same view with 3,453,000* Chinese viewers, aged 15-45 years, ntvj, the No. 1 station among Chinese viewers.
Weekend on 7(Chinese). Golden Hour. Dinner Treat. Edisi Mandarin All packed with action that makes headlines. Look out for them. Only on your feel good channel. Be apart of Malaysia's most popular TV channel. To advertise, call Air7 at (03) 2095 7277. *Source: AC Nielsen Telescope (1-28 February 2002)
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2enithmedia geraldm@zenithmedia-msia.com