Adoi Malaysia 1998 April

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THOUGHTS FROM Perseverance pays as they say. And as you can see, we managed to pull off a major story this time around by interviewing the man who many say is the guardian of the airwaves and policy-maker of advertising guidelines - Dato' Mohamed Rahmat himself! This certainly marks a milestone for the magazine, which is now into its fifth issue.

Another first we're proud to share with you is the fact that ADoi now has its own internet website. You can enjoy free access to our cyber location at http://www.dreamworksskg/adoi/htm.

Thanks to a brilliant suggestion from a reader, we have also decided to dedicate half a page in our coming issues where we'll offer free advertising space to any jobless professional from the ad industry during this 'retrenchment era'. Each submission must not be more than 30 words, you can fax or e-mail the text to us before May 10. Space will be alloted on a first come first served basis and is only for those seeking employment.

Talking about suggestions, we readily welcome constant feedback from our readers. One of the main objectives of this magazine is to foster dialogue among the industry. We are here to listen to what you have to say.

Let's talk, debate and learn from each other. How else will we grow?

Having said that, have you ever wanted to approach an important ad person with a question but somehow couldn't get through? No worries, because in our next issue we'll create a section for a question and answer forum. ADoi will do its utmost to get your question answered and, strict confidentiality will be maintained at all times, if you so desire.

For example, Daniel Tang of Addaudio could ask Lim Soo Kong of EURO RSCG, "Is it true you are seeking a senior creative person who is copybased? If so, may I suggest you call the award-winning Suzanne Schokman.

She may not be looking for a job, but I can assure you she's an interesting person to talk to." Or Khairi Abdullah of Matahari Workshop may ask Junaidah Junid, Head of Brand Management at Telekom Malaysia, "Why did your organisation invite as many as nine ad agencies to pitch for a portion of your advertising account recently? I'm sure your incumbent agency has the depth to offer varied solutions if you're looking for a choice of ideas.

Is it because you're obliged to invite bids upon completion of your agency's contractual term?" See? It's so simple! Fax your questions to 03-716 2598.

Which brings me to my final point. I read a recent article in a leading English daily which spoke of a 'turkey culture' (a term coined by Royal Professor Ungku Aziz) amongst us: a conformist trend where there's too much agreement for our own good. In that light, I hope Peter Wilken's article on Page 6 will spark discussion for the real good of our industry.

Respectfully, The Editor ADoi is now on sale at The Page One Bookshop in Lot 10, KL. EDITOR Harmandar Singh PRINTER Prom-Ad Creative Communications OFFICIAL PHOTOGRAPHER Jen Siow DESIGNER Chang COLOUR SEPARATION Courtesy of Far East Offset & Engraving ADVERTISING ENQUIRIES gK Communications Sdn Bhd 52 C, Jalan 19 / 3, 46300 Petaling Jaya, Selangor. Tel: 018 823 9898, 013 363 5159. Fax : 03 754 9428

DISTRIBUTION Efficient Lettershop Sdn Bhd

ADoi is published bimonthly by Sledgehammer Communications Sdn Bhd (Company No: 289967-W) 22B Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur.

Š All rights reserved by Sledgehammer Communications Sdn Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher 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. All advertisements are the sole reponsibility of the advertisers.

Letters and submissions to the Editor regarding topical news and opinions are invited. We also welcome information and pictures on industry news, personnel movements and any company developments of news value. You can send all your correspondence to The Editor, Sledgehammer Communications Sdn Bhd, 22B, Jalan Tan Mohd Fuad Satu, Taman Tan Dr Ismail, 60000 Kuala Lumpur, fax 03-716 2598 or e-mail: ham@pop.jaring.my

in s ide 4

Tok Mat speaks aloud about Malaysian Advertising

6

Building a world class Malaysia ad agency

14 The Jing and Jang of jingles 18 AWARD pullout

21 Capitalizing on a Century 23 Survival of the fattest!

24 Who done it?

25 Ad-diction.

Is there a cure?

26 Outdoor advertising goes places 32 Advertising and the Commonwealth Games 34 The ads that didn't make it

Tok Mat who was born on January 4, 1938 in Johor Bahru, received his early education at the English College in Johor Bahru and completed his Bachelors degree at the University of Indonesia in Jakarta.

He began his working life as a teacher and subsequently worked as a script writer with Filem Negara for a year before embarking on a long and illustrious political career.

He is an avid cricket fan having played the game actively in his younger days.

Rumoured to be a good singer, he also wrote the lyrics for popular patriotic songs like Setio and Sejohtero Malaysia plus the recent Cinta IT.

speaks candidly about

Malaysian advertising Standing majestically with its honey-comb design high up on Bukit Putra is the famous Angkasapuri building which overlooks the Federal Highway. And on the top floor of this imposing landmark nestles the office of our Minister of Information YB Dato' Mohamed Rahmat, also affectionately known as Tok Mat. Being granted an exclusive interview with him was an honour itself but equally intriguing was the fact that I did not know what to expect. As our camera crew and I made our way to where sits the man who is the gatekeeper of the air waves, I couldn't help but notice how simple it was to walk up to his office which patiently practiced an open-door policy to visitors.

The comfortable waiting area was filled with people who had come from afar to seek counsel from a man they considered their friend or at least someone they knew they could talk to.

We were quickly whisked into a special room which was the transit point to Tok Mat's main office. When we were finally ushered into his office, the 180 degrees panoramic view from his hive in the sky overwhelmed us. All three sides flanking the entrance wall were made of clear-glass, offering an unblinkered view of KL's city skyline and the Federal Highway below. His spacious office was well-laid out with tastefully scattered light coloured furnishings which beckoned with warmth and comfort.

ADOf 4

I whispered to myself, 'here comes the king of the hill' as he moved swiftly towards me greeting our arrival.

I could see that Tok Mat obviously had gone through a busy morning and the nasi lemak bungkus breakfast on his table was still untouched even though it was already 11.30am.

But he was very pleasant and we got down to chatting at once. His eyes sparkled with a child-like curiosity as he kept asking me what could I possibly want to write about him.

With his trademark glasses perched on the edge of his nose, Tok Mat scanned his desk to check if there was anything that warranted his immediate attention before he spared me his invaluable time.

I wasn't sure what he was looking for, but I could tell he had a lot on his mind. After what seemed like a very long and quiet moment, he stood up and walked to his lounge area where we were joined by Dato Jaafar Kamin, Director-General of Broadcasting and Tok Mat's Press Secretary, En Zukri Valenteno. On a personal note, I was eager to unravel the enigma behind this man, who I felt had been misunderstood by some people in the ad industry for the wrong reasons. In my own small way, I was hoping to set the record straight and wanted every bit of my precious 30 minutes with him to really count.

So I took a long deep breath and began the interview...

In its relentless pursuit to inculcate

With its global networking

among the young generation the

and an international family

habit to think creatively and to use

background, LICT is a natural

technology

the

and excellent breeding ground

Limkokwing Institute of Creativity

for diversity in creativity and

Technology (LICT) has nurtured a

technology. It has students not

culture of excellence in creativity, at

only from Malaysia but also from

least among its students. It aspires to

15 countries around the globe.

help turn Malaysia into a nation

Together, they bring to Malaysia

of innovators and designers that

â&#x20AC;&#x201D; the melting pot of the world

combines creativity and technology

â&#x20AC;&#x201D; a unique and colourful blend

to add value to all that we do

of creativity, ideas and culture

Hence, it has as its corporate

that is destined to bring out the

theme: Towards An Innovative

best. "As we absorb, we also

Malaysia.

impart, through our students in

It has not failed in meeting its

15

aspirations. In just six years of

globe, our unique culture and

existence, LICT, through the

experiences. Thus, spreading the

effectively,

hard work of every staff and student, has made impressive progress. Its School of Design has become one of the largest and most globally connected in the world, bringing in the

best

brains

and

the

Malaysian

universities

around

perspective,

design

the

and

creativity to the world," says Tan Sri Dato' Lim Kok Wing, the founder and president of LICT.

best

technologies to our education system.

Indeed, in transforming Malaysia

In addition, LICT is globally connected

into a global village of creative

to more than 50 of the best known

technology, LICT students have

universities and colleges, thus providing

in the process made a mark

the students access to world-class academic

worldwide. They have been

material and research. This reflects the high

carving a name for themselves

standards LICT students have achieved and is testimony

to

excellent

and

productive

partnership between LICT and its foreign

the

country

by

consistently winning awards locally and internationally.

In so doing, they have helped build a

associates.

Presently, LICT has validation with the RMIT University, Australia; Curtin

and

University of

reputation for Malaysia as a centre of excellence for education and fulfil the government's desire to develop

Australia; Auckland Institute of Technology, New

a "world-class quality education system which will realise the full

Zealand; Middlesex University, United Kingdom;

potential of the individual and fulfil the aspirations of the Malaysian

Pratt Institute of New York; and, Sheridan College of Canada.

nation." LICT students have shown it is not beyond reach.

Action speaks louder than words.

And so, LICT has assembled the talent of its students at an exhibition area specially put up at the Malaysian Creative Capital for the public to experience and share the pride of the young generation, LICT and the country.

Besides winning awards, LICT has also achieved many firsts, including being the first to offer Malaysia's only degree programme in electronic design and interactive multimedia and several other design disciplines, is designed to be a career college that combines academic with industry relevance to produce highly effective knowledge workforce trained in the application of multimedia and electronic design who are Multimedia Super Corridor-ready.

With global information access, there is a fear that the Malaysian identity and Asian values will be lost. This fear is minimised at LICT because the institute is an unique institution that is locally cultured and driven with international input and technology. The Malaysian branding, Malaysian identity and Malaysian originality is maintained at all times.

Visitors to the exhibition will be pleased to see that the work of LICT students through the 100 exhibits are very Malaysian-based.

Says Tan Sri Lim: "This is because our programmes, while internationally recognised, are Malaysian focused and designed to lend effective support to the trends of economic developments in Malaysia and in support of Malaysia's competitive positioning in the international arena."

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man

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1. Malaysian Originality... at LICT the concept of being Malaysian is not forgotten.

2. Architectural Design... where buildings are work of art.

3. Green Malaysia... art direction for Direct Mailer by Wong San Yoong.

4. The Research Group, comprising lecturers and designers, also developed a brand called "Manja" for a range of food and beverages. The designs include labels for cans, cartons, boxes and even paper bags for shoppers. These off-the-shell designs can be easily adapted for commercial use, says LICT lecturer Ken Goh. 5.Enlightenment... a research and design project on Tibetan Art by Semester 5 student Tan Chin Seng.

* There is the traditional foodstuff

having the sweets, made from

like gula melaka and salted fish that

coconut milk, direct from the

D o KT o R

are packed not using hi-tech design that

are

Westernised

but

by

coconut shell, will thrill anyone yet to see a coconut.

blending creative technology with

Even Prime Minister Dato' Seri Dr

culture

is

Mahathir Mohamad was thrilled by

definitively Malaysian. Make no

what he saw. It was indeed gratifying

mistake. A trip to the exhibition at

for Dr Mahathir to know his

the Malaysian Creative Capital is a

aspiration for a nation of innovators

journey through the past, present

and designers has driven LICT

and future of all things Malaysian,

students to produce the 100 exhibits

with a touch of technology and

at the Malaysian Creative capital. In

plenty

his message during his visit to LICT

and

of

tradition

creativity.

that

See

the

transformation in the packing of

on

salted fish: From unattractive and

Mohamad,

plain polythene bags to exotic, user-

BUATAN MALAYSIA

friendly packaging that by itself is a

March

3,

Dr

Mahathir

who

is

Malaysia's

Innovative Leader, stressed the importance

of

creativity

and

gift box. There is also the coconut sweets: From the usual wrappers in

technology. He says: "Creativity and technology together provide the

tins and boxes to its very source - the coconut. The very idea of

key to the door of global opportunities in a world that is highly competitive. They are a powerful combination that adds value to things we do. Indeed, it is gratifying to note these two form the foundation on which LICT establishes itself as a centre of excellence for creativity, dedicated to producing creatively driven and internationally ranked professionals."

LICT will soon offer a highly sophisticated programme in digital animation jointly with the Sheridan College of Canada which has a reputation of being the Harvard of animation schools. Sheridan College produces many graduates whose talent contributed to the success of ground-breaking movies such as Jurassic Park, Lion King,

\

Dragon Heart and Men In Black. With Sheridan at LICT, Malaysians will soon be able to produce the likes of such movies.

LETTERS I found the title for the article in your last issue 'Must different ideas look different?' odd, In the first place, is there any dispute at all that all ideas, regardless of product and category, should strive to be as unique as possible?

As long as I can remember, the paramount objective of any ad is to get noticed, i.e. to stand out in its media environment. In light of the present argument, perhaps this rule of thumb should be re-stated to insist that an ad should not only be noticed but it should avoid being mistaken for any other.

Which brings us back to the look-alike AIA and Hongkong bank ads.

To be sure, the message for each of the ads is different.

However, given that they appeared in the same newspaper and over the same period of time, I would say that the likelihood of one being mistaken for the other was excel­ lent. An advertising practitioner scanning a newspaper may discern the difference but consumers by

and large have neither the luxury of time nor the generosity of spirit to scrutinize and appreciate ads. If they see an ad and think that it looks like something they've seen recently, they flip the page. In which case, the ad has only suc­ ceeded in prompting recall for the other ad but has in itself failed to deliver.

Curiously, it was recently announced that the AIA ad was voted Star Ad of the month for November 1997 by readers of The Star. Which now leads me to ask: to what extent did exposure of the Hongkong bank ad increase impact and memorability for the AIA ad?

LILIAN TAN Executive Creative Director Saatchi & Saatchi Advertising Editor's Note: The title of the abovementioned article was added by me and not written by the author, Dharma Somasundram^ but I'm thankful it solicited your comments.

EDITOR I was down by the Bangsar stalls last week and was greeted by the friendly Mamak, who loudly informed me that the stocks went down badly at closing today. His innocent reporting started quite a contagious conver­ sation among other customers about how badly the stocks were doing and how miserable they were because of it. Might I observe that while talking about the slump may be therapeutic, most folks involved in these conversations weren't affected at all. I suppose verbal masturbation is indeed more stimulating than meditation.

While the Malaysian media takes every tedious measure to provide accurate and detailed reporting on the day to day progress of our economy, their counterpart in the United States is having a field day with Mr. Bill 'President' Clinton. 69% of every­

day America does not give a damn if the main man in the oral (whoops), oval office had a thingy with his intern.

Back to the economy.

While a couple of us were having a drink with our profound buddy Steve Teoh from Euro RSCG, he comforted everyone at the table by saying 'In shallow waters, the shrimp shall outlive the dragon.'

We quietly swallowed our drink, hoping it would inspire us to say something profound in return.

Silence. So, we drank again.

Seventeen hours later, after the hangover had been nursed, I pondered over what Steve had said and it clearly dawned on me that it made perfect sense. While George Soros merrily sings "Money is my Honey", we're left to sing "God save our Economy." At a time when stools have hit the fan, new opportunities that were once beyond reach, will present them­ selves in more alluring platters.

Seizing them should be a priority.

Or we'd have to spend the rest of our days cleaning the fan.

JUDE MOHAAN

DY&R SUMMIT brings

global resources to Asia

On March 5th & 6th the best Worldwide and Asia brains from Dentsu and Young & Rubicam were in KL with local management examining the options for brands and formulating attack plans and programmes for their clients.

This approach to helping brands create differentiated, rele­ vant value in changing times is con­ sistent with Dentsu Young & Rubicam's (DY&R) approach to business.

Matthew Asinari, President & CEO of DY&R explained, "DY&R takes a different approach to the crisis facing marketers in the new economic realities of Malaysia and Asia. The agency, which has fre­ quently drawn on the resources of its worldwide companies to drive brand successes, once again brings in those resources to help plot the future for brands in need to grow despite cutbacks. In Malaysia and across Asia, brands have had their wings clipped or broken by the economic turmoil. In the past decade, this type of turmoil has affected many corporate clients. In

ADO/ 10

The agency, which has frequently drawn on the resources of its worldwide companies to drive brand successes, once again brings in those resources to help plot the future for brands in need to grow despite cutbacks. each case, Dentsu Young & Rubicam developed scientific, proprietary intelligence and new approaches to brand building that give brands new opportunities of survival, through new connections to consumers."

Tim Pollack, Worldwide Director of Client Services for Young & Rubicam added, "There is no rescue formula here. The value focus is on 'Brand Science' a US$1.2 million study which debunks traditional awareness building advertising approaches and the use of specialist companies like Wunderman Cato Johnson, Burson-Marsteller and Landor.

These Dentsu Young & Rubicam companies have created corporate

value and opportunities for their corporate clients."

"While most of the other networks are cutting back their abilities to contribute to their clients' survival efforts, Dentsu Young & Rubicam's management expanding its horizons to reach out for concrete measures that will positively impact their clients' brands."

DY&R's Regional Director Rishya Joseph said the Summit covered three areas - the market­ ing strategies of the entire network in building brands for their clients, the agency's three-year plan and some other alternative businesses the agency could explore into, apart from brand communications.

Mr. Tim Pollak, Vice Chairman, Worldwide Director of Client Services, Young & Rubicam Advertising

Mr Matthew Asinari President & Chief Executive Officer, Dentsu Young & Rubicam

In a recent U.S. survey on careers,

advertising executive ranked at the bottom between lawyer and used car salesman

John Machado runs his own ad agency, JM Creative, and authored the recent acclaimed bestseller, "Creating Desire."

It's not like finding a cure for AIDS. If you're serious about the business, and most of us are, it can feel like mortal combat.

For starters, I remember the day when I was on the staff of a large agency in New York.

On this particular day man­ agement had gathered the troops to screen the latest agency reel.

As the lights dimmed the hushed crowd gazed at beautiful shot images of puppies and children and Kraft marshmallows seductively blended with seamless editing and incredibly composed music.

The lights came back up and the CEO, enormous cigar in hand, took the floor for questions.

I decided to take advantage of this unexpected opportunity: "Do you have any reservations .about advertising a product like marshmallows - which is 100% sugar with zero nutritional value - and targetting mothers and young children."

APL WINS AIRLINE ACCOUNT

Ammirati Puris Lintas (M) Sdn Bhd (APL)

announced recently that it won the Thai International Airways domestic and tactical account worth RM400,000. APL is a top 10 international agency with a network of 152 offices in 78 countries. It has current billings of US$7bil (RM25.5bil), it said in a statement. Its clients in Malaysia include Johnson & Johnson, Unilever, Nestle, Petronas, RJ Reynolds and Dutch Baby.

A sudden, uncomfortable silence filled the room.

The CEO paused, took two giant puffs on his cigar and answered: "It is the government's role to decide which product should or shouldn't be advertised. As long as the product is legal it is the agency's responsibility to do the best job possible to adver­ tise its client's products."

For seconds, I can't imagine how anyone could be part of a campaign like Joe Camel.

It utterly amazes me that anyone can say with a straight face that a campaign featuring a car­ toon camel is not directed at kids.

Maybe an advertising exec­ utive really is no different from a criminal lawyer: Judge: We have 14 witnesses who claim they saw your client

shoot the woman. His fin­ gerprints are on the gun and we have it on video­ tape. How does your client plead to this charge?

Lawyer: Not guilty!

For every advertised prod­ uct on the market there's a hidden army of salesmen. Every day these people pack their suitcases with pencil erases or G1 Joe Battle Action accessories or whatever it is they're selling and take off on the road trying to make their quotas to keep their jobs so they can do the same thing for another year.

In the great sales war, these men and women are the infantry, compared to them ad people must be the air force, the glamorous pilots who get the credit - the ad agency, equipped with the latest hi-tech weaponry goes in for the kill with a specifically targetted campaign.

In the agency business there's always pressure. The creatives feel it to get great work

IAA MALAYSIA NEWS UPDATE At a recent AGM, the International Advertising Association (IAA) Malaysia Chapter announced the following lineup of new office bearers. President - Dato Jaffar Ali, Vice President - George Chen, Secretray - Harmandar Singh, Treasurer - Raymond Chew.

The new Executive Council Committee comprises Lee Kok Leong (professional development and education), Connie Ng (member­ ship and activities) and Linda Ngiam (media and public relations).

produced. The account people feel it to keep their clients happy and spending, the Managing Director feels it to be making a profit.

If you work in an agency there's also the additional pressure of never-ending deadlines, demanding bosses and corporate politics. And if the agency loses a client, which happens all the time, you could be out of a job.

When people are subjected to that kind of pressure, they can do some strange things. I once knew an art director who physiccally attacked an account director with a metal T-square just for being asked to make the logo bigger.

Mind you, it would have totally screwed up the ad. But still.

There's a saying in our industry that goes: "It's only advertising."

And that's true. It's not like finding a cure for AIDS. If you're serious about the business, and most of us are, it can feel like mortal combat. I've worked with many in the industry - almost everyone in Mad Ave - whose philosophies are survival of the fittest and the end justifies the means. But I have to admit it does seem a bit odd when some woman working on a cure for AIDS in some lab cubicle is making 33 thousand a year when the guy, who came up with "It's bubblelicious." probably takes home close to half a million each year!

Welcome to advertising.

TIME TO SUBSCRIBE TO MALAYSIA'S FIBST AM) ONLY ADYEBTISEVG MAGAZINE! YES, please enter my subscription to ADoi magazine for one year @ RM 60, which includes postage plus a free copy of the 1998 Malaysian Advertising Directory.

(Overseas subscription price - US$50 per annum) Name: Job Title: Company: Mailing Address:

HELPING HAND FROM UNION FORTY FIVE Postcode:

ADoi magazine which has been long associated with the Home of Peace, a sanctuary for a few young underprivileged children recently received a cash donation from ad agency Union Forty Five for this worthy cause. The Home would like to thank all staff of Union Forty Five for this kind gesture.

Phone:

EURO RSCG Malaysia celebrates Lo Hei with the longest Yee Sang in the advertising industry.

Fax:.....

Please mail this coupon, together with your cheque/bank draft favouring SLEDGEHAMMER COMMUNICATIONS SDN BHD to 22B Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur, Malaysia.

Enquiries: Tel (603) 716 2588; Fax (603) 716 2598; e-mail ham@pop.jaring.my

11 ADO/

Region's crisis offers golden opportunity to foreign networks

by Iris Lai

The currency depreciation crisis in Asia is a golden opportuni­ ty for multinational agencies to strengthen their full service capabilities, according to Grey Asia-Pacific CEO Jonathan Fox. Grey has embarked on an aggres­ sive acquisition strategy for differ­ ent disciplines, including integrat­ ed communications such as inter­ active services, health care marketing, public affairs and direct marketing. Thanks to the stronger US dollar, favourable investment opportunities have arisen for those agencies seeking bargains in a wide range of marketing businesses.

"The currency crisis has accelerated our time table of Asian investments," said Mr Fox, who projected a 12 per cent billings growth for Grey's operations in Asia. Mr Fox said the crisis would also help foreign agencies boost their ranking in countries like Korea, Indonesia and Thailand, which were among the worst hit by the economic turmoil in the region.

He explained that in a country like Indonesia, which used to have hundreds of ad agencies, the crisis has slashed the number consider­ ably in just a few months.

Multinational ad agencies would be able to build stronger and more solid operations with the number of local agencies dropping, and Mr Fox also noted that man­ agement skills were necessarily enhanced during a recession in order to to cope with the crisis.

In Korea, the economic meltdown has highlighted the com­ petitive power of local agencies affiliated with international net­ works, which have the experience vital in helping marketers reinforce their branding strategies during a crisis, said Mr Fox.

The financial chaos has brought forth the importance of foreign agencies in Korea, where there are tight restrictions on foreign ownership, as local agen­ cies just do not have the same level of professional skills needed for effective crisis marketing.

Mr Fox said his biggest con­ cern was how to help clients survive this tough recession.

Grey's management skills would be strengthened, which was a good exercise for Asian staff, who had not experienced any major crises in the past decade.

Grey had not embarked on any massive lay-offs, but Mr Fox said the management was tighten­ ing up. We're in positive growth, he said, stressing that human resources are vital long-term assets needed for development.

Commenting on the ongoing commission battles in various countries, Mr Fox said apart from the loss of revenues, the price war fundamentally undermined the industry's professional stance.

Amid stiffer competition from busi­ ness consulting firms, Mr Fox added the battle impairs advertis­ ing agencies' ability to retain staff, who were vulnerable to being poached by marketing consulting companies. Thus, continuous investment in talent and technolo­ gy was crucial for agencies, with Mr Fox stressing that the commission struggles would do nothing but undermine the industry's growing power. However, with the booming number of media specialists in Asia, he said the trend was to offer value-added services to clients.

Mr Fox said media indepen­ dents could actually fuel the media functions of mid-sized agencies which could not afford to sustain a full-time department for media planning and buying. While it was true that the medium size networks have lost control of their media functions, Mr Fox said that the spin-off of media houses ulti­ mately enhanced the professional­ ism of the advertising business.

Thai agencies lose 10 per cent of staff in bid to cut costs

by Iris Lai Thailand'Sadvertising industry has laid off only 10 per cent of staff so far, according to Damask/ BBDO chairman and CEO Vinit Suraphongchai.

Plunging adspend has forced big agencies to squeeze their operations, while a number of small shops have closed down over the last six months.

President of the Advertising Association of Thailand, Vichien Linchongsubongkoch, also managing director of Chuo Senko, said advertis­ ing was actually surviving much better than other industry sectors such as the press, where staff cuts had been about 20 per cent.

And although local agencies threatened with closure are going for a song, no one's buying, accord­ ing to Mr Vinit.

"Nobody really wants to come to the party," said Mr Vinit, who said that buyers could not hope to benefit from a market which would 'generate no income'.

"It's a good time to pick up something cheap, but why would you want to buy in the first place?" said Mr Vinit.

Clients were also shopping around for better discounts from both agencies and media - and the media is continuing to sell direct to clients.

"It's happening so quickly and it's just too severe for us to cope with," said Mr Vinit.

"Nevertheless the upheaval was a 'wake up call' for the industry.

Our advertising industry had devel­ oped too fast in the past few years; now we are being punished," said Mr Vinit.

Burnett lays off 21 as economic slump worsens Leo Burnett Hong Kong has laid off 21 staff in the latest bout of a region-wide spate of agency retrenchments as the economic downturn tightens its grip. The layoffs, which represent six per cent of the agency's overall staff, follows hot on the heels of 20 layoffs at Batey Ads in Singapore, 20 at DMB&B in Hong Kong and widespread retrenchments in the countries worst hit by the downturn ~ Indonesia, Korea, Malaysia and Thailand.

Burnett managing director Allen Chichester, who is also chairman of the Hong Kong 4As, said that many agencies were considering a wage freeze this year and that an eight per cent salary raise guideline, institut­ ed last year by the 4As, might be decreased to five per cent.

IndoAd loses 16 back office staff Indo-Ad, Ogilvy & Mather's office in Indonesia, has cut 16 staff in response to the economic crisis.

The 16 were asked to take 'voluntary redundancies', according to technical advisor Angus Fraser.

"It was an extremely painful decision for the management to make.

No one wanted to let anyone go," he said. "But the extent of the economic crisis and the affect it was having on income meant that this was the only way we could ensure we remained strong. The staff departing were all performing 'back office jobs', and would not affect any area of client service, media or creative," he said.

Annual subscription rates to Media are Hong Kong (HK$590), Asia (US$90) and outside Asia (US$1 10).

Contact Media & Marketing Ltd at 1 1/F McDonald's Building, 48 Yee Wo Street, Causeway Bay, Hong Kong.

Tel: (852) 25772628; Fax: (852) 25769171; E-mail: media@intercon.net; Website: http://www.media.com.hk

ADO/ 12

We can place your ad just about anywhere.

Sure, we can place your ad in the press or on the air. But then, so can any other media buyer. So we offer fresh ideas about where, when and how to run your ads. To find out more please call us at: 03-423 3722. Or fax: 03-423 2304. media^ypartners

by Michael Veerapen

Jing and Jang of

JINGLES What hap­ pened to the

good old jingle, that catchy song with those easy lyrics that had the whole M country singing along. It seems that all over the world, the jingle has been shoved aside in favour of movie-like music scores and sound design and what used to be a full song is now reduced to a signature sign-off at the end. It seems like the only ones using songs as a medium are the Government motivational mes­ sages that, apart from Setia, gener­ ally offend the listener more than moving them into compliance.

There is some substance to the argument that jingles are 'dated' and no product wants that image but it is also true that everyone loves a good song and that is part and parcel of what it means to be a human being. So how come we have tons of radio stations cranking out song after song but there seems to be a dearth of good songs in Advertising?

One reason I'd like to suggest is that there are very few creative people in advertising who know how to write good lyrics. They write great copy but atrocious lyrics, so here's how you could get your lyric writing 'chops' together in a hurry without getting too tech­ nical about it.

1. Lyrics must flow, like poetry.

There is a rhythm and a form to consider. Verse, Bridge, Chorus or Verse, Verse, Chorus. Can't decide?

What you can do is to find a song that has the feel you want and see how it is constructed. Examine the syllable counts in each line, how many lines in each verse, how many verses before the chorus and then use that as a template or frame-work for your jingle.

2. Rhyme. You must, the human ear loves to hear ends that rhyme, either every line or every other line.

3. The hook or the chorus must be simple and catchy to make recall and grasping the lyrics easy and fun for the listener. Repeat the

ADO/ 14

chorus at least twice so that the message drives home and the listener ends up 'satisfied'.

4. Use simple words. This is where the difference between copy and lyrics really stick out. I haven't been able to successfully commit to a song words like 'development', 'industrial', 'financial'... you get the idea, although the word 'plebeian' did show up once in the chorus of 'Cry Me A River'!

5. Write the main lyrics in the lan­ guage it is to air in. Too many jingles originate in English and then suffer in translation when the main version is Malay or Mandarin.

Seems obvious doesn't it?

I'd like to suggest that there are very few creative people in advertising who know how to write good lyrics!

The song writer doesn't have to work as hard to make his or her melody try to fit another batch of syllables and it is generally easier to fit an English translation to a Malay song than vice versa.

6. Check your timing. Ballads chew up precious seconds so in a 30 seconds spot you may only be able to get in just the chorus, and up­ tempo songs can do with more lyrics. The musician cannot alter this immutable law of Physics and cram in tons of words and render you a nice slow emotional song!

7. Finally, hire a lyricist when all else fails!

CAREER PUBLICATIONS officially launches Recruit Weekly Published iri the English language, Recruit Weekly seems set for greater success with the high level of acceptance shown by the public and news vendors.

Since its first publication in July 1997, Recruit Weekly has gradually garnered a circulation of 50,000 copies per issue. The official launch of the weekly publication was held at the Crystal Crown Hotel PJ on 3rd March 1998. The event was officiated by the Deputy Human Resources Minister, Dato' Abdul Kadir bin Sheikh Fadzir.

A huge turnout of invited guests including representatives from ad agencies, corporate HR managers and officials from the Malaysian Employers Federation (MEF) and the Malaysian Institute of Management (MIPM) were present to witness the launch.

Over 1,000 job seekers participated in the Joint Walk-In Interview organised by Career Publications, which was held between 10am and 4pm.

Published in the English language, Recruit Weekly seems set for greater success with the high level of acceptance shown by the public and news vendors. Selling at RM2.00 per copy, Recruit Weekly commands a young readership profile.

Career Publications Managing The typical reader of Recruit Director Mr. Toshiaki Komatsu Weekly tends to be of both sexes, all races, accompanying the Deputy aged between 21 to late-twenties, urban, Human Resources Minister career-minded graduates and college leavers who have impressionable minds.

Recruit Weekly is the ideal newspaper for advertisers who wish to capitalise on the strategy of 'catching' them young.

Job information, company reviews, corpo­ rate services, career guid­ ance, and self develop­ ment form the core of its Over 1,000 career seekers at the Walk-In editorial style. This is Interview organised by Career Publications topped with tips on career and personality building and advice on how to improve one's self as a professional.

Adlantis Communications Sdn Bhd is the official media representative handling all advertising placements in this young, independent and exciting publication. For details, can 03-754 7271 or fax 03-757 3343.

The event was officiated by Deputy Human Resources Minister, Dato' Abdul Kadir bin Sheikh Fadzir

MODEL : NIKKI

MAKEUP : KATHY CHOW

PHOTOGRAPHY BY JEN SIOW JEN STUDIO TEL 03-7186227 FAX 03-7177005 EMAIL jensiow@pc.jaring.my WEB PAGE http://www.mol.com.my/jensiow

RM 148 million deals for BBDO US-based international creative advertising agency, BBDO has secured about US$40 million (RM148 million) worth of new business in Asia Pacific since December last year.

In a statement, BBDO said major new business wins by its network of agencies include the Hong Kong Tourist Association and Sunday - a telecommunication company in Hong Kong - worth US$ 415 million and US$ 12 million respectively.

Others are CPC International in Thailand (US$1.5 million) and Singapore's POSB bank (S$2.5 million or about RM5.80 million).

"The extraordinary run of new business over a 10-week period, commencing last December, was more than any network in Asia has won over the same period and more than most other Asian networks in a full year," the agency said.

It noted that BBDO Malaysia was also one of the star performers in the region. It won three major accounts - BonusLink (the newly-launched reward/ loyalty card programme), NTV7 (Malaysia's new private TV station), and the Sheraton Hotels and Resorts Group.

These accounts totalled over US$ 4 million.

BBDO Asia Pacific chairman Chris Jacques, while describing the new business wins as a phenomenal performance by any standards, said: "Our achievements are a testament to BBDO's reputation as a lead­ ing creative resource."

BBDO Worldwide, a member of the Omnicorn Group and claimed to be the world's second largest agency network, posted total billings of US$8.4 billion (about RM33 billion) in 1996, up 9.1 per cent from the pre­ vious year.

It serves over 55 multinational clients and has 245 agencies in 72 countries.

BBDO Malaysia recently clinched the New York Festivals Finalist Award for its ICI Dulux Weathershield TVC. Credits go to executive creative director Soon Cheng Sun, senior copywriter Ram Sandhu, agency producer Samantha Yong from BBDO; film director Paul Loosley, DOP Cheong Yuk Hoy, producer Brian Francis through AXIS Films; editing - Mirage Post; music - Catalyst Studios and post-production - APV.

1998

Ray-Ban collection launched with a bang

Ray-Ban recently launched a new range of eye-catching sunglasses.

The new range comes in six great, new collections.

Ray-Ban Highstreet sunglasses comes in classic colour combinations of steel grey with black and matte arista tortoise, completing the exquisite marriage of utility and design.

Offering classic styles that are versatile and transcend time, RayBan Sidestreet 1998 Plastic is a suitable com­ pliment to any fashion statement. It is a casual collection available in square and oval silhou­ ettes, offered in traditional colour palette that includes ebony, light tortoise and dark tortoise.

Designed to enhance any look with an international flair, Ray-Ban Sidestreet 1998 Metal sunglasses combine chic European styling with a contemporary edge.

Available in trendy matte steel grey and matte arista, the collection comes in face flattering square, tea-cup and cat-eye shapes.

Innovation and expressive design characterises the sporty new look of Ray-Ban Sidestreet Combo, which won an internation­ al award in recognition of its prod­ uct quality, creativity and technical excellence. This hot new collection comes in steel grey, black and arista with unique side-cups in smoke grey, crystal black and crystal brown.

Ray-Ban Undercurrent combines funk with tradition, creating a bold, new collection that

makes a distinctive fashion statement. Original, trendy and youthful, this collection is featured in both plastic and metal frames.

Taking the allure of city chic to a new level, Ray-Ban Rituals and its fashionable frame designs in hot new colours make this col­ lection a popular choice. They come in six choices of dashing and impressive shades and shapes.

The launch saw great response from almost all publica­ tions and electronic media. Guests saw exciting footages on the 'big screen', on Ray-Ban as the preferred brand choice for Hollywood, making its impact in movies like Men In Black, Blues Brothers, Top Gun, Jerry McGuire and Broken Arrow and worn on and off the screen by stars like Tom Cruise, Jack

Designed to enhance any look with an international flair, Ray-Ban Sidestreet 1998 Metal sunglasses combine chic European styling with a contemporary edge.

Nicholson, Don Johnson, John Travolta, etc.

Since 60 years ago till today, Ray-Ban continues to be the definite source for fashion eye­ wear, dedicated to quality, innova­ tion and craftsmanship. Ray-Ban is brought to you by its makers, Bausch & Lomb, the world's most trusted name in eye care.

Now you can visit ADoi online at http://www.dreamworksskg.net/adoi.htm

ADO/ 16

SILVER: Young & Rubicam Mattingly's spot for Schweppes Coffees7 Dr Pepper soft drink

The 1997 AWARD (Australian Writers and Art Directors Association) awards were dominated by Saatchi & Saatchi Wellington during the ceremony held in Sydney. There were no Gold winners and only eight Silvers were handed out compared to 13 the previous year. For the first time in AWARD'S history, an international panel of judges presided over the major categories. The international judges were David Abbot, Tim Delaney, Graham Fink, Cliff Freeman, Neil French, Lionel Hunt, Roy Me ares and Marcello Serpa. This time around, Saatchi & Saatchi Singapore, Batey Ads Singapore and Ogilvy & Mather Singapore were amongst the winners. ADoi has decided to dedicate its centrespread pullout to the winning entries. So enjoy!

AWARD now in its 20th year is recognized as the only permanent record of the best in Advertising and Design encompassing all media from Australasia and Asia Pacific. To enter, any person or firm professionally engaged in or studying any fields covered by the categories listed is eligible, eg. ad agencies, design groups film production companies, advertising music studios, marketing or manufacturing companies, etc. The closing date for the next AWARD competition is June 11, 1998.

Entry packages can be obtained from Sledgehammer Communications at 22B Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, KL (tel: 03-716 2588).

WAS ALL SET TO

THEN »ME THE

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WOF5T NEWS OF

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BRONZE, TYPOGRAPHY - SINGLE ADVERTISEMENT.

BRONZE, CONSUMER PRESS.

Client Mary Potter Hospice Agency: Saatchi & Saatchi, Wellington Typographers: Len Cheeseman and Eric de Vries Writer: John Plimmer Art Directors: John Fisher and Len Cheeseman

Client Kellville Agency: BAM SSB Typographer: Darryn Devlin Writer: Darryn Devlin

Unfortunately, every piece of genuine Antique.

Kroner Rouge fiesjound to ;f

sculpturey from Cambodia is a rip-off.

BRONZE, COMMUNITY SERVICE & CHARITY - CAMPAIGNS.

•

Client Royal Angkor Foundation Agency: Ogilvy & Mather, Singapore Writer: Graham Kelly Art Director: Thomas Low

make ^Hjlling RECENTLY, SOME FUNERAL DIRECTORS

HAVE BECOME OBSESSED WITH SEX.

•e Whether it's the result of political

team of funeral directors is rather like

correctness or just a clever marketing ploy,

one big family. We employ both men and

there has recently been a trend for funeral

women; some younger than you'd expect

directors to advertise the services of their

and others with over 25 years' wisdom.

So if you would like all-female,

all-women teams.

At times of grief, we've found some

or all-male, funeral attendants we can

extremely seriously; to the point where

people prefer to turn to a woman for

arrange it. When you telephone 381 5888,

they have set up separate divisions

advice, solace and comfort whereas others

you might hear a male or a female

prefer to confide their feelings man to

voice. But rest assured.

These companies take their femininity

completely staffed by women.

At Chippers, we've chosen to take a slightly more balanced view of sex. ««•

ADOf 18

cmw

man, or woman to man.

Either way, we can help. The Chippers

of experience.

CHIPPERS The Family Funeral Direcioi

C Chipffi$ it » H'rstrm AHIUJUJH Jjmilf-ou-ntJ iompMf.

SILVER, COPYWRITING CAMPAIGNS. BRONZE, COPYWRITING CONSUMER PRESS. Client Chippers Agency. Vinten Browning, Perth Writer: Steven Browning Art Director: Wayne Vinten

BRONZE, CONSUMER MAGAZINES - COLOUR. BRONZE, OUTDOOR METROUTES/SINGLE SHEET. Client: Paul Mitchell Agency: DDB Sydney Writers: Simon Ma inwaring, Mike Miller & ShaunBranagan Art Directors: Simon Mainwaring & Mike Miller Photographer: Alister Clarke Retouching: Graham Jones

BRONZE, OUTDOOR - POSTERS COMMUNITY SERVICE. BRONZE, OUTDOOR - CAMPAIGNS COMMUNITY SERVICE.

OAKURA BEACH

Client: Cancer Society of New Zealand Agency:Walkers Advertising, NZ Writer: John Oleary Art Director: Ben Handy Photographer:Sally Shapcott Retoucher: Graeme Smallfield

Opunakc'

Optimum protection for summer holiday spots

SILVER, DIRECT MAIL - INDIVIDUAL, CONSUMER PRODUCTS/SERVICES. BRONZE, OUTDOOR - POSTERS COMMUNITY SERVICE.

mam LANDMINES

Client: International Campaign to Ban Landmines Agency: Y&R Mattingly, Melbourne Writer: Richard Muntz Art Director: Grant Rutherford

19 ADO/

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The staff of the Royal Peacock Hotel.

Trained in the highest professional standards, but no longer in the oldest profession.

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BRONZE, OUTDOOR - 24 SHEET & SUPERSITES. Client McDonald's Agency: DDB Auckland Writer. Connan James Art Directors: Simon Winterflood & Craig Farndale

fe^c4&ea»;

IMK "WE sitm

iiiftiikl tretU.

For SBJS. She*®® fy fcssSj

: Fefesei: Hssfc A £*0?mSS&*t:

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BRONZE TYPOGRAPHY, CAMPAIGNS.

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BRONZE ILLUSTRATION.

BRONZE, COPYWRITING - CAMPAIGNS.

Client Sarawak Tourism Board Agency: Batey Ads, Singapore Writer: Malcolm Pryce Art Director: Tham Khai Meng Illustrators: Michael Lui and David Chin

BRONZE, COPYWRITING - CONSUMER PRESS. BRONZE, ART DIRECTION - CONSUMER PRESS. Client The Royal Peacock Hotel Agency: Saatchi & Saatchi, Singaopre Writer: Rowan Chanen Art Director: Ted Royer Photographer: Alex Kai Keong Illustrator: Grover Tham & Esther Lim Typographer: Esther Lim

BRONZE, TV CAMPAIGNS COMMUNITY SERVICE. Client Transport Accident Commission Agency: Grey, Melbourne Writer: Greg Harper Art Director: Rob Dow Agency Producer: Romanca Jasinski Directors: Matt Humphrey/Colin Skyba Producers: Jenny Selby/Joe Connor Production Companies: Film Graphics/Renegade

ADO/ 20

BRONZE, TV COMMERCIALS CRAFT, SPECIAL EFFECTS. Client Smith's Snackfood Company Agency: George Patterson Bates, Sydney Post Production: Videolab Director: Lance Kelleher Editor: Peter Barton Producer: Mike Vanderfield Production Company: Kinomontage

APL's print Ad

for carefree panty shields makes

it to the finals at New York festivals

Of/iis is no! a pacf

Recently, Ammirati Puris Lintas' print ad for Johnson & Johnson's Carefree Panty Shields was awarded the finalist status in the New York Festivals AME International Competition for 1997. This is the only international awards competition that recognises effectiveness and creativity in advertising/ marketing campaigns.

The winning Carefree Panty Shields print ad was developed after in-depth research showed that not many Malaysian women were actually sure of the purpose of panty shields.

A large majority of women actually thought that panty shields were actually mini pads for lighter days or, even better, pads for small women!

According to Khoo Kee Suan, Deputy Managing Director at APL, "The challenge here was to grow consumer awareness of a little under­ stood category of female hygiene products."

"We had to come up with a way for clever yet effective use of copy, colours and layout as TV advertising is prohibited for female hygiene products. Previous ads that ran were traditional­ ly stereotyped. APL decided that the strategy had to be of educating.

"After some massive brainstorming, the creative team came up with the simple and straight forward ad that also allowed free trial of the product through a response coupon. Personal experience of the product was a critical element in the strategy to create awareness and product understanding," explained Ms Khoo.

P«j // lottos ii/te a sanitary pad but you don V me il for your periods, C/ls you can see, i/'s a little too smallfor thai.

7/jis is actual Jt shields or protects your panties from that wet feeliny you normally yet in-6etween your periods. "you

can change them as often as you Lie throughout the day... and each time you do. you yet

jresA-p aniies

Carefree All Day Freshness. Everyday VIS, Onfcu*

"Within 4 weeks of the campaign breaking in magazines and newspa­ pers, the number of coupons received were 20 times more than the previous advertising cam­ paign. This clearly shows that the key to effective advertising is consumer insight. Understanding the consumer is always a good place to start in any campaign development."

that fcsh***** trt>li«s too IW SSifcjrfs, pack 18f t

IOHNSON * (OMfrtOK SDN, Bill). Kmmpm No. 3?IM» Man T-tmbng. P. O. Box mil" PTMIUI Pt» kclwvi l.nj •M.7H0 fettling My*

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The Carefree Panty Shields campaign managed to achieve consumer awareness, trial and con­ version in a market where category penetration is low, below 5%. The ad over­ came barriers and resulted in high consumer response for product samples. More importantly, market share almost doubled in the campaign period.

"Capitalizing on a century"

This year there will be two important events in the Philippines. The first will take place in

by Jack Sotto May: the presidential elections wherein the successor of Fidel Ramos, a single six-year term with a yellow sun and three stars. The timepiece A second effort devised by Jollibee is president as mandated by the constitution, will aimed at impressionable young children. Taking is being sold in local Swatch outlets and in be elected. The second event will occur a month off from the company's 'Kaya Mo, Kid' ('You Can Filipino communities abroad. later, June 12 to be exact, which will mark the Do It, Kid')program, it is composed of 15 second A giant replica of the Philippine 100th anniversary of the country's indepen­ spots done in simple animation.

Centennial Swatch stands in a small park in dence.

The commercials urged children to sing Ayala Center, the country's swankiest shopping The coming elections have attracted the national anthem with pride and to learn and and business district owned by Mr. Zobel's fami­ eleven official presidential candidates, including speak the national language with respect. ly. This "monument" is marking the countdown ex-First Lady Imelda Marcos and Vice President to the actual celebration. A launch print ad gave Many products have begun to carry the Joseph Estrada, an intellectual featherweight and the frontrunner With the ban on political advertising in place, the Philippine Centennial has according to surveys. Some cynics already spurred a bandwagon of advertising and marketing bonanzas. have lamented that the poor quality of the candidates is a sad reflection a positive new twist to the idea of "Filipino time", centennial theme. One of them is the Bank of of how far Filipinos have come since they broke which usually means 'always late'. the Philippines ATM card which carries an free of Spanish domination. attractive graphic rendition of the flag.

Jollibee, the leading fastfood chain in the With the ban on political advertising in country, has created a new thematic campaign The government has its own slate of place, the Philippine Centennial has already that highlights it being 100% Filipino. It is centennial-related events. Among them is the spurred a bandwagon of advertising and market­ perhaps the only hamburger restaurant in the relaunch of the old National Museum, a much ing bonanzas. world that McDonald's hasn't dislodged from the neglected establishment due to indifference and As early as last year, Swatch, the trendy top position. The TV commercial features movie lack of funds. A Philippine Centennial Expo Swiss watchmaker, launched a Philippine heart throb Aga Muhlach and basketball star Park is being constructed outside Manila. There Centennial model. Reportedly the first Swatch Marlou Aquino and consists of a litany of is an ongoing campaign to persuade people to fly to commemorate a country's independence, it Jollibee's pioneering product achievements. the flag outside their homes and offices. was designed by Jaime Zobel de Ayala, a wealthy It ends with the raising of the Filipino flag.

With the Filipino penchant for lavish, industrialist of Spanish descent who dabbles in Feelings of nationalism are on the lively fiestas, the Philippine Centennial promises photography. upsurge and several companies have launched to be one big celebration. Only the dark cloud of Mr. Zobel based his design on the Filipino campaigns to strengthen it in the wake of the the presidential elections' questionable outcome flag, a swath of red, white and blue and studded centennial. can dampen the burgeoning enthusiasm.

21 ADOf

Group Strategic Planner, DY&R. What is your advice to clients who are in two minds about whether to resort to tactical short term strategies vs long term brand building initiatives?

Even during these difficult times, I don't think you can ignore long term brand building efforts.

A Brand needs a guardian and continuity of management.

Otherwise its value would be lost and even forgotten. My advice is a focused two-pronged strategy that builds the Brand through creating Relevance and Differentiation - two properties so intrinsic to the Brand and hardworking innovative sales tactics.

You have to look at innova­ tive product-led initiatives that would give consumers the added value they are looking for. For example, reformulating the pack, the way several marketers did in the last recession. The mini pack and big pack sizes for cigarettes helped to boost sale's, the introduc­ tion of polybags and jumbo carton boxes for detergents gave consumers value for money, and the tetra-pak for soft drinks added

convenience and became popular amongst teens. All these initiatives helped to drive sales at a time when value became the key driver of choice but they also broke new ground, redefined the rules in the category, without jeopardising on the brand identity.

Is there a distinction to be made from brands that would benefit from increased spending in a slowdown and those that won't?

As Albert Einstein's famous saying goes, 'In the middle of difficulty lies the opportunity.'

However, reality is different, because industries adversely affected by the slowdown, such as automobile, property, imported goods, and manufacturing indus­ tries, would inevitably have to reprioritise, with more prudent and cautious spending. My hypothesis is that the cigarette companies would continue to be dominant players in the marketplace, expanding their current portfolio, with the possibility of creating new variants in the low category segment. Perillys is testimony to a

Alone at Home... ^ Fright Night on TV Why Stand in queue to see some over-hyped, over-budget movie about a doomed love affair aboard an over-built luxury liner ... when you can stay at home and watch those scintillating late-night "Direct Response" TV infomercials?

At least the infomercials give you an opportu­ Kurt Crocker nity to own some very nifty stuff. is a Partner and Personally, I've invested in quite a few of the Creative Director at Drayton Bird, essentials offered. I'm now proud owner of a gizmo Crocker & Mano that will turn my cuddly midriff into an abdomen rival­ (DBC&M) Sdn Bhd ing any member of Backstreet Boys.

The closet in my bedroom also contains a very handy golf swing monitoring device that will surely reinforce my decision never to take up the sport.

And I purchased, via major credit card and just one quick phone call, a spot remover that makes even the trickiest stains — like blood — disappear like magic. That, of course, should prove especially useful should I ever get my hands on the makers of these omni-present fringetime commercials.

All you'll get after the ship goes down are tears down your cheeks.

But then, it's a crying shame, too, that Direct Response Television (DRTV) in Malaysia is limited to the cringe-producing lot of infomercials now on air.

On the bright side, it can only get better. But why hasn't DRTV been more exploited here? And why just infomercials, rather than spots?

And why infomercials with such shoddy production values?

According to a study by the Direct Marketing Association in the

ADOi 22

successful product launch in the low category segment during an economic slowdown. Local brands would also benefit from invest­ ments, especially as they need to establish themselves to the potential target.

Are big budget productions over? What sort of advertising would work best today?

For the moment I don't think that big productions will be the flavour of the day. In that a lot of companies would not be able to justify big budget commercials when every penny counts!

However, the situation is not all that bleak. Where previously big produc­ tions may have masked ideas or camouflaged the lack of one, the thrust during our economic recovery years will be for highlyfocused messages against highlyfocused target prospects. I think this will see the emergence of more creativity where the advertising would give brands real substance and meaning, a soul beneath their personalities.

A lot of consumers are probably feeling vulnerable and confused. You have to be sensitive to their fears, dreams and aspira­ tions. Ads that gave Brands a new meaning, purity and brilliant simplicity of their ingredients as well as on their vision of life did very well in recession times in Europe and the United States.

Great examples are, 'Nothing has really changed' for Southern Comfort, Body Shop's purity of environment, Benetton's inte­ gration of the races, etc.

How do you see the role of account plan­ ning change?

Account planning doesn't change, it evolves. Or rather, account planners must evolve to stay in touch with the new 'relevance', so to speak. Our role becomes more important during a time when the client needs instant reassurance that what they are doing is reflective of consumer aspirations. The best planners are the ones who can adapt well to the changes in the market and whounderstand what is required and can come up with the best, most relevant strategy. We have to be balanced in our thinking, under­ stand the various disciplines, and be able to apply it. There is no point in sitting on our intellectual pedestals and coming up with the most brilliant killer strategies that are just too 'out of reach.'

The truth to our success is marrying the unique combination of Brand Science and Art to come up with the right strategy.

L

States, as reported by DM News magazine, consumer-oriented DRTV spot buying will increase 43% between last year and 2000. Business-tobusiness DRTV spot buying would climb 53% to $11.8 billion during the same period. Currently, DM News says, one out of four commercials on air in the U.S. has some kind of direct response mechanism.

Yes, there is a lot of money being spent in Malaysia on those infomercials, even surpassing the media money spent by the likes of local tobacco brandname advertisers. But it seems there is absolutely no inter­ est from any Malaysian corporate advertiser in the power of DRTV spots.

Perhaps it has nothing to do with disinterest. An advertiser who asks his agency to explore the opportunities of DRTV spot advertising would probably be met with a very blank stare. They simply would not know where to begin, strategically or creatively.

If disinterest is the cause, however, corporate advertisers may be remembering the late-night shift and finding no value for their brand.

What a pity and what an opportunity lost, because a well-produced and thought-out DRTV campaign can do so much more than the image TV they're investing in now.

DRTV can and does offer advertisers an exciting communication channel that can drive retail sales, generate leads and build a database of prospects, and still support the image of their brand. You can make an offer and get a response in your DRTV commercial, the basic mandatories of Direct Marketing, without inducing that nauseous feeling you experi­ ence watching our locally re-edited infomercials.

Like great advertising, DRTV should inspire as it sells. That has been proven possible in case after case in other markets, across a wide range of product and service categories. Although most mainstream adver­ tising agencies (and production companies) have a dearth of knowledge about DRTV, Malaysian advertisers should start opening their minds to its grand potential.

Meanwhile, tissue in hand, I'll just go see how Leonardo and Kate are faring (for the third time). Why sob watching TV in the privacy of my home, when I can sob with hundreds in cinematic sensurround?

Survival of the fattest

see the end in sight for this kind of wanke'ry and waste. To discern some sign that evolution was bypassing the great big adipose ad agencies in favour of an altogether leaner, meaner, smarter species.

But let's not hold our breath.

The Campaign Palace, arguably Australia's most creative agency and boasting an amazingly efficient staff-to-income ratio, dropped last year from 10th place to 12th. Survival of the fittest?

Fat chance, baby!

by Deane Johns

If I had a dollar for every time I've been told lately that big agencies are 'dinosaurs' whose 'days are numbered', I'd be rich.

But not nearly as rich as if I owned shares in one of these monsters.

Most of which, in Australia at least, show few signs of impending extinction.

Sure they're doing it tough, but who isn't these days? While you're battling a recession, Australian advertising is reeling under the impact of deregulation.

The move away from retained media commissions plus service fees to the straight-out fee system has really put the squeeze on agency income.

As you see in this table based on figures published in AcLNews, only four of Australia's ten biggest agencies grew their income last year, while most of the others went backwards.

So. Is the writing on the wall? The rot setting in? Are we witnessing in these results the first signs of a long, slow slide to obliv­ ion? Are the big agencies

really, as the doomsayers would have it, really on the way out?

You must be joking. Most of the biggest advertising agencies, in Australia as everywhere else, are sustained by their aligned global brands. And, like the companies that own these brands, most of the multinational agencies are as big, fat and sassy as ever. And as topheavy. One of the poorer perform­

ers in Australia's Top 10 in 1997, for example, dispensed with a few members of staff during the year but still managed to support a Chairman as well as a Managing Director and an Executive Creative Director in addition to a Creative Director. Another, dissatisfied with its existing creative director, replaced him with two new ones.

It would be refreshing to

Australia's Top Ten 1997 1 2 3 4 5 6 7 8 9 10

1996 1 2 3 4 6 5 8 9 7 12

Income (A$ Million) 1997 1996 92 82 77 72 60 65 44 54 33 32 33 33 30 30 29 29 26 31 24 20

Agency George Patterson Bates Clemenger (BBDO) DDB Young & Rubicam J Walter Thompson McCann-Erickson Leo Burnett Ammirati Puris Lintas TMP Worldwide Singleton Group

Agencies Growth +13 +7 - 8 - 19 +3 -1 -1 0 -14 +19

r Bronze

'ASIAN CANNES' AWARD WINNERS! Rank 2 3 4 5

6 7 8

Agencies

City

Gold

Silver

O&M O&M Results Advertising Ltd Bartle Bogle Hegarty Ltd O&M Leo Burnett Leo Burnett Leo Burnett Dentsu Inc Funtastic International Inc Nexus O&M Ammirati Puris Lintas Spoon Inc Colenso FCB Melbourne Hakuhodo DY&R Guilin Huadin Ad

Singapore Bangkok Bangkok Singapore Manila Bangkok Hong Kong Singapore Tokyo Taipei Bombay Bombay Bangkok Tokyo Wellington Melbourne Tokyo

7 4 1

6 5 4

1

1

1 2 1 1 2

Billings (A$Million) 1997 1996 523 502 588 486 376 408 277 340 240 232 252 267 191 194 199 188 167 181 168 142

Asia-Pacific AdFest '98 4-6 March 1998 Chiangmai, Thailand

Others

Total

Best Print Best TVC

1 1

27 12 9 6 4 4 4 4 3 2 2 1 1 1 1

1 1 1 1

1 1 1 1

13 2 4 6 3 1 3 3 2 2

1 1

Shanghai Guilin 14

24

Staff 1997 1996 589 463 436 496 345 433 314 364 225 220 239 207 | 220 219 155 182 346 357 114 96

45

2

85

23 ADO/

The current debate on who has rights to the usage of a TV commercial seems, in part, to be a backlash against a fairly recent phenomenon. It appears that something, gravity or osmosis, is drawing people towards the Director as the vital ingredient in the public success of a TVC. In con­ sequence the lines between the director and writer have become so blurred that one is not quite sure who exactly are the 'parents' of a spot. These days, unless you have very specific information, you really don't know who done it.

One problem area could be the conditioning of the clients.

The ad industry often places the client in a position where he is seeing rippermatics and all kinds of sparkling visual ref­ erence with every script submis­ sion. This barrage of visual sales aids by and large eclipses the creatives' real work, the script. One of the most common sales aids being the Director's Showreel. Often the client finds himself maneuvered into a position where he is approv­ ing the script and the director simultaneously at the same sitting and thus the two things (form and content) become unconsciously but inexorably locked.

Ultimately then, the client will ask very early in the process, 'Who's the director?' They may even suggest or choose the direc­ tor themselves after they have gained a certain amount of experi­ ence.

Here's a story that bears repeating and adds a little cre­ dence to the above theory. It's pos­ sibly apocryphal but the mere fact that this tale exists makes a point.

The story relates to the Dunlop Tyre spot 'Tested for the Unexpected'.

The one some years ago with the piano that falls off the bridge, strange clothes, wizards and ball bearings. Rather nice and all very surreal. Well it seems that the first pre-production meeting with the Dunlop client began as usual. Lots of preamble about their visions by the creative people and the director, Tony Kaye. Before even getting to the shoot-board or the treatment in any detail the client stopped the proceedings.

"Look Tony," he said ignoring everyone else and addressing the director, "I've seen your work for Volkswagen, British Rail etc, it's excellent. I've seen what you can do, will my Dunlop spot be as good if not better?" "Damn right", says Tony (or words to that effect).

"Great", replied the client, "go and get on with it then". And the client

ADO/ 24

Ultimately then, the client will ask very early in the process, "Who's the director?" They may even suggest or choose the director themselves after they have gained a certain amount of experience.

WHO DONE IT? 1. The choice of director is, in then got up and left. The film they itself, a creative decision. Basically came back with was very good but who makes the spot is not really it was not the one on the original the province of the client but that storyboard and they then proceed­ of the creative team based on ed to take a year to sell the finished whom they feel is right for the spot. spot to the client.

The whole process, even including But it's a famous Tony Kaye the cost of the production, if it can spot and not a famous writer and affect the outcome of the final film, art director spot. That is how it is must be a creative call. (If there is always referred to and always will no money to make the spot the way be. it should be made, it's better to Another blurrer of the lines write a different script). And the has been Shots, the magazine tape earlier story about Dunlop above, if that we see so often clasped tightly to the bosoms of The ad industry often places young art the client in a position where he directors and writers. seeing rippermatics and all kinds

sparkling visual reference with

Notice how every script submission. the credit in the spots is almost always given to the Film it's true, is the greatest example of Director: Tony Kaye's stunning creative foot shooting ever. The new spot, Tarsem's new Levi's agency actually should be ashamed spot, and Michel Gondry's latest of themselves to allow the creative work. On balance the creative team power to shift to the client like that. get scant mention. Now this may be the objective of the tape; to 2. There should be more celebrate the filmmakers not script education regarding the writers, although they do sub-head creative person's role as showreel of 'Advertising Shots in production. All and Creativity Worldwide'.

But young creative what is clear is that the world at people should be large is being greatly influenced by made to under­ these tapes. And ad people are stand in no uncer­ being conditioned into thinking tain terms the that the great creative work is difference between attributable to the director. This form and content. constant exposure (and for many it is their only exposure to ads from outside the country) may be creat­ ing this firm impression, again unintentionally.

So any ideas on how to deal with these things? Well the kneejerk reaction is to become anti-pro­ duction value. Let's face it, it's tempting to make a film that looks like a poorly photographed under­ ground movie because it takes pro­ duction value out of the equation and leaves no doubt that success (or failure) lies with the script.

But surely that's simply shooting yourself in the other foot. There must be more practical solutions.

They must be very clear in which parts of a film they are admiring is which. It is correct to attribute to and leave to the director a great camera technique, a particular kind of lighting or a neat perfor­ mance. The story, the dialogue and the integrity of the idea belong to the creative team. (But this last part demands very tightly written scripts and not a loose general direction, that is unless the creative team are happy for the creativity in a TVC to be taken out of their hands).

3. Fight the imperialism of Shots.

People should bombard Shots, with letters and tell them in no uncer­ tain terms to stop turning directors almost exclusively into icons.

Where is the new creatives section, where is the brilliant new spot by the junior writer, etc., etc.?

So what is the role of the director and the writers of a spot; how do we apportion the blame or the credit and ultimately the rights?

If there were a solution, you can be sure of one thing, it would take a lot more space than there is here to explain.

Maybe next time.

by Paul Loosley

AD-diction is there a cure?

The director for the Rehab and Detox Clinic for ADdicts wondered if these strange behavioural aberrations were a natural defect, an inborn dysfunctionality, in the victim's psychological make-up. Or perhaps they were an acquired and/or deliberately cultivated behaviour necessary for this poor soul's success and survival. He turned his attention back to the Creative Director (CD). His nice and normal friends and family had become increasingly concerned about him, as he got deeper and deeper into this cult called advertising.

CD: Good set of teeth you got, doc? Are they all yours? You'd be perfect for my toothpaste campaign...

DOCTOR: It says here in your evaluation that you have difficulty "shut­ ting off." Your work is always on your mind 24-hours a day. Your wife says here that you and she would be making love and, right in the middle of it all, you'd pull out paper and pen to write a headline.

CD: That's a lie! I only did that once! The other times, it was an idea for a print ad layout and a concept for a new biz pitch. But if I don't, you see, I'll forget. Which reminds me, can I use your phone doc?

I just thought of a catchy slogan for a beer campaign I'm doing...

DOCTOR: No, you don't. Now, let me see... Your evaluation shows you have an incredibly short attention span. Do you agree?

CD: Hmm? What? What are we talking about?

DOCTOR: Okay... (Shaking his head as he ticks off an item in the report he is reading) You've also been found to be socially dysfunctional.

In restaurants and other public places, you blatantly listen in on strangers' conversations...

CD: Blatantly? I resent that. Besides, it helps to know how consumers talk. Increases empathy in an ad.

DOCTOR: You constantly complain about work, how stressful and demanding it is, yet you'd spend a week-end creating an ad for a sideline client and you'd call it "therapy."

CD: But it is therapeutic for me. It's not work!

DOCTOR: It's an AD-diction, that's what it is.

The perils of canned

personalization

by Bob Dorf

in an effort to differentiate themselves as one-to-one enterprises, many of America's luxury hotel chains encourage each staff member to recognize guests by name. They seek customer satisfaction indices at every turn and ply each guest with a syrupy, superficial form of personalization that can at times prove overbearing.

Such service certainly raises questions: Do hotel guests wish to - or care to - be recognized by name by people they don't really know, and does such servility in any way enhance the hotel stay? At what point does obse­ quious, undirected service - offered to all guests - take on a patina of "canned personalization" that under­ There's an important mines the very relationship it is to build? Do hotel guests difference between designed really want voice mail messages from such approaches the hotel concierge announcing that he or she is available and at one's and truly customizing service?

Isn't that phony personal­ to address individual ized announcement obvious to any­ one who's upgraded from a Holiday preferences. Inn more than once?

There's an important differ­ ence between such approaches and truly customizing to address individual preferences. Just think of the sweepstakes come-on from direct mailers: "Dear Bill Jones of 460 Princeton Ave...You have DEFINITELY WON $10,000,000 (if you have the lucky number)." Or the "Welcome back Jim Smith!" Web site greeting. While such personalization may, in fact, be bet­ ter than no personalization at all, it is the excessive use of such techniques that concerns us here. As we see it, it requires no great effort to greet folks by name or even to constantly inquire about their satisfaction with a prod­ uct or service. It takes much more effort to use feedback - real or observed - to change the way the enterprise actually treats that customer.

The theory is as applicable to gas stations as it is to luxury hotels: harness one-to-one energies to effect dynamic, functional customization on the fly. Provide greater individualized treatment of customers with meaningful adjustments to products, business processes or procedures that enhance the actual product or service delivery.

Don't just personalize...customize!

CD: (In a brash, defiant tone) No, no...it's not true!

DOCTOR: Do you deny that you make your wife stay behind with you in the theatre every time to read the movie credits?

CD: (His voice weakening to an almost begging tone) Is that wrong?

I just wanted to know who created the digital effects or the art direction or who composed the music score and where it was shot and... and...

(He falters and his voice fades out to a mere whimper) DOCTOR: In fact, you even have this overwhelming need to spot the product placements in movies, getting upset when your agency's competitor is given a strong presence in a blockbuster.

CD: (Sobbing now) Yes, yes, it's all true-hu-hu...

DOCTOR: (Patting the beleaguered fool and speaking to him in a quiet, paternal way) There, there. Don't worry. We'll cure you of your AD-diction.

CD: (Weakly, almost piteously) Thank you, doctor. Thank you...

DOCTOR: Orderly, get him ready for his lobotomy.

Jigs Javier managed to wean herself away from the pleasures and pressures of agency life, after indulging herself for so many years at J Walter Thompson and McCann-Erickson in Manila. But she is still hooked on advertising, this time as a freelance writer & creative consultant.

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A KEY WIN! Fong Chee Keong Managing Director of public relations consultancy Key Message Sdn Bhd receives the Best Supplier of Services trophy from Terry Challenor, Managing Director of Guinness Anchor Berhad.

25 ADOf

Outdoor advertising

going places!

i

Robert Colquhoun is proba­ bly the last person you'd expect to see in the business of billboard advertising. But when I inter­ viewed him recently, it was quickly obvious to me that the man knew his stuff. Having just arrived from Australia to take on a lead role as the Chief Operating Officer of BT.Advertising Billboard Systems (BT.ABS), he is riding a new crest of expansion and opportunity at a time when the going is 'slow' in the marketplace. Below are excerpts of my interview with Rob, who's in his very early thirties.

outdoor advertising, however, usually the larger well placed unipoles, that do present well and are loved by the public. It is the challenge of the industry and the authorities to clear up the clutter and provide timely approvals for high quality projects.

Rob, any particular billboard message that impressed you?

Generally, I think a lot of copy in Malaysia is quite weak for its outdoor application by trying to say too much. My Malaysian favourite are those that are bold and simple in their message.

Examples are the RHB Bank unipole at the Sepang Interchange, the Celcom and Maxis overhead bridges. The copy is very bold and very simple. The brand stays with the viewer for quite some time.

Another favourite is of the head scratcher variety that I saw in the US last year. It was a unipole site adjacent to a traffic packed expressway displaying a hair care

leading architect and in conjunc­ tion with local engineers, we have developed exciting state of the art structure designs to highlight the importance of these concessions and to create a strong point of difference from our competitors.

What do you believe are the strengths of your company?

BT.ABS is a young company that has had an incredible period of growth in the last few years. This growth has been based solely on the development of high quality concessions that are attractive and sought after by quality advertisers.

Our strength have been in the development of these concessions with a time frame of medium to long term value rather than cutting corners for the fast buck. This approach has resulted in an adver­ tiser being able to structure a cam­ paign to saturate the market across major transportation routes or tar­ get specific areas or socio-econom­ ic groups (e.g. for a store opening).

5 years to 20 years. We offer RJ-fi BANK many designs from transit advertising on buses, LRT's state of the art lightboxes to standard billboards, overhead bridges and unipoles. Spectacular one-off designs are also our spe­ cialty due to our inhouse project management skills and association with top architects and designers.

Where do you see BT.ABS in five years time?

Despite the current economic uncertainty of the Malaysian economy, we are bullish about the continued market for quality, well placed advertising.

BT.ABS together with our fully owned subsidiary which is Uniteers Outdoor plus our regional partners Humpuss-NLD will grow with the development of our con­ cessions to a substantial regional out of home media business. We will continue to invest in comple­ mentary businesses and to develop our skills and resources to meet this objective.

In Malaysia, there appears to be many sets of rules for different players in different regions of the country.

What's a fully qualified engi­ neer like you doing in the world of billboard advertising?

Did you ever dream that this would be your calling?

My last 10 years have been spent in the property construction and development arena. This work ranged from construction of 50 storey buildings, commercial offices, food factories and the development management of a thousand home, integrated, infill housing development. Outdoor advertising has similar manage­ ment responsibilities but with a more immediate focus on sales and marketing.

What have you learnt about the outdoor advertising scene here in Malaysia?

The Outdoor Advertising in Malaysia is highly developed com­ pared to Europe and even the US. The unfortunate part of this devel­ opment is the extensive billboard clutter along many roads. This, together with poor maintenance and weak advertising copy does not help endear outdoor advertis­ ing to the public or to the responsi­ ble authorities. There is some

ADa 26

product with the ubiquitous headshot of a beautiful girl and the statement 'No dead ends'.

I believe BT.ABS has been awarded some recent conces­ sions? Can you tell us how this came about and what's in store for advertisers?

BT.ABS was formed four years ago as a bumiputra company with a mission of becoming a leader in outdoor advertising in partner­ ship with the countries major transportation providers. Since inception, BT.ABS has successfully acquired concessions that include the North South and Klang Valley Expressways, Federal Highway Route 2, the Second Bridge Crossing to Singapore (Linkedua), the Penang Bridge, Metramac, Elite (the expressway to the new KLIA), 500 Park May buses and the Putra Light Rail Transit System 2.

Our two newest conces­ sions, which will directly affect the daily lives of many Malaysians are the Elite Expressway (the only access road to the new KLIA in Sepang) and Putras LRT System 2.

Through the commissioning of a

Our recent strategic partnership with the HUMPUS-NLD group from Australia and Indonesia further adds value by the sharing of neces­ sary skills, resources, technology and multinational clients.

Very rarely do billboards collapse and threaten public safety. But what are the ways by which billboard specialists maintain such sites and insure against any possible liabilities?

BT.ABS considers that the structural integrity and safety of the billboards are essential for the long term growth of business.

Safety begins at the design stage where all our designs are undertak­ en by qualified engineers and the finished structure certified in accordance with these designs.

And yes, all our structures are all covered by insurance.

What's the lifespan of a typical billboard? What are the various designs you offer?

Depending on the quality of the original structure and the maintenance regime imposed by the outdoor company the lifespan of a billboard can be anything from

Do you see your concession for the second Malaysia-Singapore link as a major revenue earner?

Certainly, but more impor­ tantly it is consistent with our philosophy of covering the major entry points to Malaysia as we have done with the Penang Bridge and the Elite-KLIA Expressway. To this end, it's a high quality asset suitable for high profile clients appealing to a broader and varied international market.

Any comments about the current legislation in place for outdoor advertising? Do you see them helping boost the marketability of such media?

In Malaysia, there appears to be many sets of rules for different players in different regions of the country. There is a definite need for this to be cleaned up and one set of rules to be developed specific to the needs of the outdoor advertisers, agencies and importantly, all levels of government. The model of a sep­ arate Legislative Act similar to that used for the television, radio and print media would go a long way to making this happen.

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Excel! xceuence

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The prestigious Horseman Design & Print Awards '97, an event sponsored by Shriro Paper (M) Sdn Bhd, culminated with the announcement of the most outstanding designer and printer at a dazzling awards presentation cer­ emony in Kuala Lumpur recently The exhibition of winning works and a gala dinner at J.W. Marriott Hotel was attended by leading personal­ ities both local and overseas and some 350 guests from the graphic design, advertising, print and related industries.

Top honours of the event, The Horseman Excellence Award, was clinched by Trinity Visual Communications in the design category, while Percetakan Osacar won in the print cate­ gory. The Award con­ sisted of the speciallydesigned Horseman Excellence Trophy, a certificate, a trip to London and Paris in addition to the category prize of US$1,000, a Sydney trip, the Horseman Trophy and a certificate.

The winning design from Trinity Visual Communications was "Paya Indah" cre­ ated for the Malaysian Wetlands Foundation.

The print award was for "Precinct 10, Putrajaya" printed for Sempurna Anggun Sdn Bhd by Percetakan Osacar Sdn Bhd. There were also two new categories to the 1997 event namely The Horseman Culture Award for the designer whose entry best reflected a particular culture, heritage or milieu and The Horseman Student Awards.

The chief judge for the event was Vaughan Oliver, a British designer reputed to have changed the face of graphic design during the post-punk era of the eight­ ies.

Other judges in the international panel includ­ ed Malaysian Kamil Yunus, Ronnie Tan and Michael Field from Singapore, Do Cao Nguyen from Vietnam and David Harris also from the UK.

World acclaimed designer Vaughan Oliver says local standards are rising

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Leo Burnett Kuala Lumpur announces key management promotions Leo Burnett Kuala Lumpur recently announced two senior promotions, as part of the agency's steps to face the challenges of the coming millenium.

Phyllis Chan, currently Regional Account Director and Training Director has been promoted to Director of Client Services (Brand Management) with overall responsi­ bility for leading the development of the agency's client services.

Tony Savarimuthu, current­ ly Group Account Director has been promoted to Director of Business Development. He will be responsible for spearheading the development of the agency's inte­ grated marketing communications capabilities, particularly in rela­ tionship marketing and interactive.

Announcing the appoint­ ments, Peter Wilken, Chief Operating Officer/ Managing Director said, "It is rewarding to find the right caliber of people within the organisation when a senior vacancy arises.

"These key promotions will chart Leo Burnett's entry into the new millenium as we prepare to take on important and challenging areas of growth for the agency. As judged by both the local and inter­ national community, Leo Burnett is the leading creative agency in Malaysia."

"However, in the present eco­ nomic climate, this will not be suf­ ficient to have a leading edge in the industry. We have to expand the scope and quality of services to clients while building their brands.

We also have to provide a consis­ tently world class product and ser­ vice," he added.

"Phyllis has proven her ability to manage her clients business and

brands. She's been with Burnett's seven years and has risen to each consecutive challenge pre­ sented to her.

Tony's broad-based account expe­ rience, knowledge of I.T. and pen­ chant for business growth makes him the ideal candidate to lead our growth in these sectors. Together, they will form the core part of the business building team," Peter con­ cluded.

Phyllis joined Leo Burnett in 1990, bringing with her a wide category of experience which includes Mazda, Nestle, Castrol, BP and Mercedes Benz. In Burnett she has since been responsible for Goodyear, Bristol Myers Squibb, Kellogg's and Procter & Gamble.

She was promoted to Group Account Director in 1992 and appointed to Regional Account Director in 1995.

Tony obtained his MBA from the Sheffield Business School in 1988. Since joining Leo Burnett in 1990, he has worked on accounts ranging from retail supermarkets and property, fast-moving con­ sumer goods, consumer durables to scotch whisky. He currently handles BMW, Sony, Land Rover, Petronas and Celcom.

Founded in Chicago in 1935, Leo Burnett company operates 87 offices in 77 markets. In Malaysia, the agency handles some of the country's leading brands for both multinational and local clients, including Marlboro, McDonald's, Celcom, YTL, Standard Chartered Bank, Procter & Gamble, Carlsberg, Goodyear and others.

SOFRES FSA Malaysia strengthens IT Department SOFRES FSA Malaysia (formerly known as Frank Small & Associates Malaysia) has further strengthened its Information Technology (IT) department with the key appointment of Ms Lee Poh Chin as IT Manager.

In her capacity as IT Manager, Ms Lee's main responsibil­ ity will be formulate various IT strategies using the latest technologies available within SOFRES FSA Malaysia. She will also manage the Information Service (IS) team in ensuring the delivery of quality and efficient services to clients at all times.

ADO/ 28

We need the change more

than you do...

"We need the change more than you do... Please give us whatever you can, to give us a Christmas. Send donations to : Shelter Home for Children." This message was created with the underprivileged children of The Shelter in mind by Grey Malaysia.

It was die-cut and pasted onto 50 sen coins and spread out in various public areas to create awareness and generate contributions to the home.

Grey's Associate Creative Director, Edwin Leong said, "For the third year running, Grey Advertising (M) Sdn Bhd has cele­ brated Christmas with a difference - doing away with spending money on Christmas cards.

Last Christmas, Grey placed an adver­ tisement in Business Times, appealing to the public to help raise funds for rebuilding a kindergarten which was destroyed in the Kampung Damansara Dalam fire on 2 November 1996. The kindergarten was set up by the Shelter for the poor children in that area.

"This year we needed a more cost effective appeal. This simple point-of-sale idea replaces the charity ad that usually accom­ panies our contribution. It works on the element of surprise to drive home the message. What we saved on the more expensive charity ad went again to the Shelter."

A total of RM500 worth of 50 sen coins were placed along public walkways, corporate lifts, shopping malls, hotel lobbies, on

seats in pubs, and even at the arrival hall of the Sultan Abdul Aziz Shah International Airport by the staff of Grey.

"They (the public) may put the coin into their pockets, but sooner or later, they've got to count them, and that's when the message is imparted," continued Edwin who created the idea with Andy Soong, Senior Art Director at Grey.

This activity combined with a cash contribution which Grey had set aside for sending out cards will go towards the children of the Shelter Home.

"For the third year running, Grey Advertising (M) Sdn Bhd has celebrated Christmas with a difference - doing away with spending money on Christmas cards.

But that's not it. Staff of Grey Malaysia have also done their fair bit in doing whatever they could to help the less fortunate. Leading was Grey's Management and Resource team, which included the company's administrative staff, despatch and housekeepers, who contributed their win of RM200 in the agency's annual Christmas party contest to spark off the char­ ity drive.

Prior to her appointment at SOFRES FSA, Ms Lee has over nine years of experience in the field of information technology within the mar­ ket research industry. Her vast expertise is in the area of designing, devel­ oping and implementing market research software for media and cus­ tomised research.

A Bachelor of Computer Science graduate from University Science Malaysia. Ms Lee will also be involved in areas like customised research data processing operations and managing the IT infra-structure in SOFRES FSA Malaysia.

SOFRES FSA has offices in Europe, Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, USA and Vietnam.

Glamour i adver To those interested in joining what

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Fact is, advertising has much less to do with the fast lane than fast moving consumer goods.

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Grey Malaysia forms country's first specialist healthcare communications division Recently, Grey Advertising Sdn Bhd

announced the creation of another in-house specialist communications unit, Grey Healthcare Malaysia, to meet communication needs of healthcare companies in Malaysia.

The Malaysian healthcare arm was formally established in May 1997 to meet the growing need for healthcare education and information in the country.

According to Mr John Burbidge, Managing Director of Grey Malaysia, "There is a gap in communications services provided by communications agencies to healthcare and pharmaceutical companies in the country . Our research shows that currently there are no other integrated healthcare communications companies in Malaysia. There is a clear and growing need as Malaysia develops and privatis­ es its health support services to the community."

"Healthcare is a very specialised industry and requires people with experience in health­ care and a science or medical background to understand the products, services and the spe­ cial needs of the targets - doctor, pharmacists, dentists, health support groups and health authorities."

Grey Healthcare Malaysia is part of the international Grey Healthcare Group (GHG) Inc., the sixth largest healthcare communications network worldwide, offering a full range of strate­ gic and integrated marketing services such as advertising, education and public relations. In the last 10 years, GHG has expanded its unique ability to build global brands and new markets in 14 countries worldwide, including the first dedi­ cated healthcare communications companies in

Malaysia and China. In the first half of this year, GHG Inc. was awarded over US$20 million in new billings.

"The GHG network provides Grey Healthcare Malaysia with access to vast resources of international experiences, expertise and information that we can use to give our clients a competitive advantage in regional and global healthcare marketing," said Elizabeth Fisher, a consultant from GHG headquarters in NY. "The Grey Healthcare Group under­ stands the importance of strategic global think­ ing and programme implementation. Part of Grey's philosophy is to provide professional advice and the creation of this specialist division in Malaysia is just one of the many steps taken to achieve the aim," continued Mr Burbidge.

Grey Healthcare Malaysia is headed by Ms Narinder Kaur. She is experienced in health­ care marketing, healthcare delivery and has an understanding of biological sciences which is key to providing strategic, accurate and appro­ priate communications counsel to Malaysian healthcare clients. She says, "Our services can add market share and brand building value at any stage of a healthcare product's life cycle: pre-launch, launch or long term programmes.

We will be able to help our clients to build their businesses in Malaysia with our knowledge of medical science, marketing skills, local culture, relationships and customer insights."

She further adds, "We are dedicated to staying abreast of trends in the Malaysian health system, maintaining critical relationships with healthcare influencers, such as the Ministry of Health, professional medical associations and NGOs, and monitoring global healthcare devel­ opments that may impact Malaysia."

In Malaysia, Grey Healthcare aims to provide consultancy services in professional and public education, government relationship building, public relations activities and event management in addition to traditional advertis­ ing communications programmes.

Mr Burbidge added, "Being one of the first agencies in Malaysia to offer totally integrated communications, we will continue to serve our wide range of clients, providing better and more efficient communications. Todate, we've had a good response from local healthcare and pharmaceutical firms and we are well on the way to providing a unique and much needed service to the industry."

Grey Healthcare Malaysia is housed within Grey Malaysia, which is a joint venture between Grey Inc. and Antah Holdings (M) Sdn Bhd. Currently, it has a strength of 130 staff and handles 25 clients with over 42 brands. Besides traditional advertising, Grey Malaysia provides totally integrated communications services to its clients via Grey Promotions, Grey Public Relations, Grey Direct, Grey Healthcare and Grey Merchandising divisions.

Gem Gems J^J v-r *

scores a gem!

'Gems for Gems' - the Diamond Game show renowned or being the most glamorous game show on Malaysian television has won in the category for Best Game or Quiz Show in the Asian Television Awards 1997 in Hong Kong.

The Asian Television Awards is firmly established as the region's premier showcase of Asian production and performing talent. A total of 668 entries from 15 Asian countries were received this year and judged by the veterans in the industry.

Developed and produced by a dedicated and energetic team of professionals at Telezone Sdn Bhd, the half-hour game show challenges the contestants' general knowledge, mathematical agility, story-telling ability and interpersonal skills. There is also an interactive element built into the game show namely the, "Gems for Gems Homeviewers Telecontest" where homeviewers participate by utilising the telephone through the Premium Rate Audiotext Services.

Name: Mun Shing Age: 21 Years Height: 5' 5" Exposure: MOG, MAKRO H/Phone: 017-882 5506

AD©/ 30

&

'Vi,;

A week in the life of a PR consultant Indira Nair is the Managing Director ofEdelman Public Relations, Kuala. Lumpur with more than 18 years experience in management positions, consulting for many local and multinational corporations.

When I interview candidatesfor PR posiHons, I often ask a leading question: Why do you want to join a PR consultancy? Having been in the business for umpteen years, I'm always stumped when I hear, "I think it's glamorous and I get to meet people." So I thought I'll take you through a week in the life of a PR consultant.

Day One, Monday. Arrive at the office 7.30 am.

Over the weekend, an editorial appeared in a lead­ ing newspaper which has an impact on my biggest client. I need to fax the clipping with my recom­ mendation on next steps to the CEO and PR Manager. Guess what, the office is in total dark­ ness! I am normally in the office by 8.00 am, it gives me a chance to monitor the newspapers. This way I get to keep tab on client-related media coverage, and topical issues. Electricity resumes and my fax goes through, I take a few minutes planning my week. I call the client, discuss next steps outlined in my fax, agree to revise the written response.

Then I call the Editor and tell him a response is on the way. It's time for the weekly update meeting where we discuss presentations, activities, sugges­ tions for process improvements, etc. 2 pm, I am head into town for a meeting with a retainer client; we review progress and discuss new activities.

Meeting ends at 4.30 pm, there's a traffic jam, takes

an hour to get back to the office. I have calls to return, messages to follow through, and finish the working paper for my boss before tomorrow.

I'd be lucky if I get to leave by 8 pm.

TViesday, 8.00 am. I'm heading into town for a breakfast meeting with a client who's just flown in from Hong Kong. It's a new business win, and the team and I are meeting the client to discuss specif­ ic activities, deadlines and fees. The client is late so I catch up on the newspapers. Client arrives, meet­ ing starts at 9.45 am. The discussion constantly goes off track: the client has lots of stories. It's 12.30 pm, we are nowhere near done, we grab a quick bite and through persistency, we stay on track. Meeting ends 3 pm, back to the office. Make a follow through call to a journalist to set up a lunch appointment next week and quickly get to in-tray which is reaching a dangerous height. 4.30 pm and it's time for an internal session on a corporate client we've been working for two years. It's 7 pm and I've to work late as I still have two proposals to review Wednesday, 8.30 am. Newspapers and catch up done. Need to see my boss to hear her comments re the working paper. She tears it to bits, doesn't agree with my approach. If it's any consolation, bet­ ter to have it torn by my boss than the client. Back to the drawing board, but I've got to leave now for lunch with a potential new business client. Lunch

is good but the lead is a bummer as they have no budget. Off to Shah Alam to recce a factory, in preparation for a media tour the next week. Back in the office at 6.30 pm. My boss wants to see me, another late day!

Thursday, 8.30 am. Downtown to a hotel to conduct a two-day media training workshop for senior managers of a public-listed company. Clients arrive at 9.00 am and we are ready to roll. Long day as the session involves role play and critique sessions. Critique sessions require thinking on your feet. The day ends, I'm too tired to head back into the office so I go home. I had done some catch up with the office during lunch. One irritated client berated me on the phone for 30 minutes on not being present at a meeting; he doesn't want account executives, he wants the Account Director!

Friday, 8.30 am. Another full day of training. This afternoon we have journalists joining us to do 'live' media interviews. One journalist was really smart; he drew one of the senior managers away from the topic of discussion and got him to reveal future plans, competitors' activities, etc. Good session, the client compliments us and asks us to submit plans for similar sessions and ongoing refresher courses.

6.30 pm, the client asks us to join them for drinks and dinner, we end up going home at 10.30 pm.

Saturday, 10.00 am. In the office to catch up on things. By noon, I decide to take the work home.

Hopefully, I'll clear half of it by Monday.

Sunday. One day of rest. And the world of PR is all about glamour and meeting people? Any believers out there???

my first interview my first job my first pay-day my first credit card my first real dress my first holiday my first insurance policy my first romance my first car my first house my first...

Each week, over 180,000 young adults throughout the Nation reach for a copy of Recruit Weekly. Catch them first and they'll grow with your brands for life.

week Your Reliable Source of Career nformation For more information or bookings, call

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CAREER PUBLICATIONS Sdn. Bhd. Dir. Line: 03 712 2526 Fax: 03 712 2502/5710 62B, Jalan SS22/25, Damansara Jaya, 47400 Petaling Jaya, Selangor DE, Malaysia

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Advertising and the Commonwealth Games

ti

by Abhijeet Dutta Ray

Standing only second to the

Olympics in stature and expected to command a total TV viewership of over 500 million worldwide, KL '98 should have been a major sponsorship/advertising jamboree by now. It should have been a bonanza for both the sponsor in terms of garnering high viewer traffic as well as the media owners smart enough to create exciting media opportunities around the event. However, thanks to the economic slowdown which has severely dented ad budgets all around, and the now common criticism of lack of hype and support for the games has meant that the greatest advertising opportunity may not turn out to be a big deal after all. However, with just six months to go, there is hope yet. Let us review some opportuni­ ties the official sponsors, suppliers and in general advertisers can make use of.

To begin with, the official sponsors of the games have already contributed their due share in terms of huge cash commitments.

However I cannot recollect if I have seen any of sponsors make a noise about their involvement, save the Colgate Palmolive blitz which is fast now becoming a hazy memory.

Representing the official Satellite TV broadcaster of the games, you wouldn't expect me to be privy to the advertising presentations made by the other broadcasters. However, from the little, feedback I have received, I hear that not all the official sponsors have received presentations from all the broad­ casters yet. Nevertheless, it was a relief to see Malaysia Airlines and Tourism Malaysia waving the flag in the recently held Asian Bowling matches held in PJ, covered regionally on ESPN. Both their spots highlighted the 98 Games.

Winning Strategies I suppose in the weeks leading up to the games and during the games itself, we will see a flurry of activi­ ty. What is it that the official spon­ sors can do to differentiate them­ selves from normal advertisers, and more importantly pre-empt ambush marketing? Essentially three things: a) Creation of media opportunities b) Have a specific media strategy for the games

ADO/ 32

c) Never let the competitors even hope for media advantage Creation of media opportu­ nities begins with sourcing archival material - both print and film and using these to refresh your target market on the historical impor­ tance of the games and the new challenges expected in KL '98. Sole sponsorship of such material is the obvious choice.

Media owners starved of revenues will willingly help source such material, especially Print. A media strategy specific to the games is not only essential but it's the only route to getting due mileage from the association. Regardless of the usual image advertising, the media effort should seek to deliver high aware­ ness and recall of the association.

The strategy should include both the self-created media opportuni­ ties as well as official Sukom related programming. For instance the first official "Made in Malaysia" concert held at Stadium Negara on March 20, with highlights being broadcast on ASTRO in May. Ambush the Competition Finally, never underestimate your competition. What Fuji did at the Kodak sponsored Olympics and what Pepsi did at the Coke spon­ sored World Cup of Cricket is the stuff that makes advertising folklore. In other words, the official sponsors should simply assume that their key competitors would be looking to upstage them. The only offensive which would work in such a situation - defense. Defending ones turf media or niche TV and print and in worst case scenario at least have a presence. In short, pre-empt ambush marketing.

One final word of advice: while the official sponsors were given till March 31 to exercise their first right of refusal, they were advised to basically go for a blanket coverage using a mix of mass and niche media.

Tough negotiations with individual media owners would obviously be necessary to make that Ringgit go further. However, this is the only way to avoid revenue hungry media own­ ers from offering deals to competi­ tors. In the final analysis, whatever may have been the motivating rea­ sons to officially sponsor or supply to the games, it makes very little sense not to make a bit of noise about it.

Without breaking the bank either!

GREY DIRECT HAS NOTHING TO HIDE! Thirty six employees of Grey Direct's London office posed totally nude for a self ad in Campaign positioning the agency as one 'that won't hide behind the usual protocols and procedures' when it comes to their brand of professionalism. In this age of transparency, we wonder if this is a worldwide campaign for Grey Direct, a division of Grey Advertising. What say you Rod?

All currencies are the same So are all clients. All assignments. All colours.

If you believe all of the above for a minute, you'll be out of the ad business in no time.

We believe every client, every job and every colour is a separate and unique entity. Call us and we'll help separate your work from the competition.

You will also discover that no two quotations are the same (even if they are in the same currency).

The Colour-Sep Center Sdn Bhd 12-A, Jalan SS 3/33, Petaling Jaya, 47300 Selangor Darul Ehsan.

Tel: 03-777 3633 - Fax: 03-777 0622

H/P: 016-220 6095

meads

The paper in which it was to appear in

that didn't make it!

refused to print 3 of 4 ads because 'they are too provocative!'

by Joelynn Chin, Copywriter

It was one of my most exhausting days in an ad agency. Just

two days before a series of press ads were to run, I was fighting tooth and nail to get them (ads promoting lingerie in conjunction with Valentine's Day) published. The paper in which it was to appear refused to print 3 of 4 ads because 'they are too provocative'. All it takes is just one sensitive person or party to pick on it to blow the whole issue out of pro­ portion. While I acknowledge that a mainstream national newspaper has a responsibility to protect everyone's interests (that's themselves, the read­ ers, the advertisers and the admakers), I strongly feel the basis of this argument is rather blur and open to debate. The ads serve to promote lin­ gerie, and to handle this delicate matter, a certain amount of tactfulness, caution and good taste need to be exercised. As a copywriter, I realize that admakers can influence and shape society's mind, behaviour, consumer pattern and even the fabric of its people (think Coke generation, saying Colgate when we refer to toothpaste, Maggi mee when we refer to instant noodles).

We face this dilemma every time we create ads. We have to think about the client (would he like it, would he be offended by our proposal?), the target audience (would they like it, would they be offended?) and even the media (can they accept it?). The series we created were meant to be a teaser, with 3 delicious ads followed by the final ad. The last one could be used because it only featured undergarments, but not the first three, which besides featuring 3 pieces of lingerie, also placed a certain fruit in

breasts spilling out of their cos-

All it takes is just one sensitive person to pick 1 •

about this. Is this a case of dou-

.

u

„

....

„ ... .

tumes, but you see no outcry ble standards here? I wish to

oil it to blow the whole c

.

ISSU6 OLlt Ol proportion,

quote Marina Mahathir in her book In Liberal Doses: 'What would be the use of banning beauty contests if you can always go home and watch Baywatch ?'

But who am I to argue and gripe? Tm just a copywriter at the mercy of the moral guardians of the country if those ads were to run. Even US President Bill Clinton has been sued for US$1 billion by an Egyptian lawyer half way round the globe on the basis that his 'sexual antics' could harm his children's morals. Oprah Winfrey was not spared either. Texas cattle own­ ers who say a programme of hers on mad cow's disease drove down cattle prices sued her! Geez, it looks like no profession is safe.

A parting remark -1 loved the car TV commercial with Sofea Jane that was banned many years back. Don't get mad! Get even! Now, that's not an insult to me.

Note: I write this on a personal basis with the support of my collaborating Art Director Vincent Tan. The views expressed here are not necessarily those of my employer or its client.

This is not Eva Herzegova in her Wonderbra jumping off the page purring 'Hello Boys' with a suggestive smile and a naughty glint in her eyes. strategic positions which were meant more to tease rather than to offend.

We were told the ads could run only if the 'offending' objects were taken off! They are not vulgar, they are not demeaning and they certainly do not set feminism back 100 years. I'm a female myself and I would have no part in ads that put down my fellow sisters. While I despise the blatant sexist portrayal of women (beer posters and scantily dressed models in calen­ dars), I do appreciate and enjoy tasteful ads that are sexual in nature and yet not offensive in the least bit. The challenge is to create something that has a balance of pulling power, good taste and sheer wit.

Yeah, I love the Haagen-Dazs ads, but I don't think of sex each time I eat the ice cream. Heck, even if I was to lick an icicle, some dirty minded guy out there would think of something else. And there'll always be guys who scrutinize models in female magazines for visible nipple impressions.

My point is, it's hard to define something as subjective as this. It's the familiar question of 'Is this art or is this pornography?', only in this case it is definitely not a distasteful. This is not Eva Herzegova in her Wonderbra jumping off the page purring 'Hello Boys' with a suggestive smile and a naughty glint in her eyes. Incidentally, the Wonderbra cam­ paign received favourable responses from both men and women and went on to win many awards.

The reaction we were looking for - the men (primary audience) would go out and buy a nice piece of lingerie for their girlfriends/wives/mums/ sisters/cousin sisters; and the ladies (secondary audience) would see them in a positive light and learn to laugh at them­ selves and also go out and buy themselves something nice they so much deserve. Women should rightfully celebrate their bodies and should be free to express their sexuality, all within the acceptable boundaries of course.

Returning to the subject of how can you define what is offensive and what is not, what about the full-page, in full colour glory promotional ad for Spiceworld? Four of the five Spice Girls had three quarters of their

ADO/ 34

Time for a top up?

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Tel; 244 2134, 245 6248

Fax; 244 21 32

Which colour separator will stick his neck out this far?

Far East

Tough deadlines? Tough clients? Tough times? It pays to have a partner who'll stick with you all the way. Call Seng Tee or Charles Chew at 03-782 2133