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A NOTE FROM
the editor PHEW! We are one year old (finally). When the idea for this magazine was first conceived, the challenge of putting it together seemed too daunting to handle. But as Nike put it so well, we decided to 'Just do it'. I'd like to thank friends, business associates, advertisers, contributors and of course all the subscribers who collectively chipped in to make ADoi a reality. The second year will be more treacherous for us. no thank you to the economic slowdown, but we are determined to prevail. If you believe litis magazine should go 011, just do us one favour: subscribe to it for only RM 60 a year. With the increasing costs of paper and printing, every bit helps. 1 think the time has come for non-subscribers to pitch in and pay a little for their copies (over 6,000 readers have been receiving it free for one year now). Our subscription coupon is on Page 16 and I thank you in advance. A new feather in our cap (now that I'm 011 a roll here) is that we have been appointed the official Malaysian representative for the Crest a International Advertising Awards which is organised globally in partnership with the International Advertising Association out of New York. This is a first not only for us but also for Malaysia. And yes, I'd like to thank all those who faxed us their CYs in response to our ad in the last isstie which offered to place retrenched staff in new jobs. We received over 100 CVs and letters and todate we have been able to place only about 15 of them in new positions. We will continue to do so, even though matciting the light fit is never easy. Word has it the annual AdBall by the Advertisers Association has been shelved for the first time in over 30 years due to cost-cutting measures. That means the only 'ad' party this year is the Kancils on Aug 21. So be there! Which brings me to my final point to everyone doing business in the ad industry: Pay Your Bills! This call goes out to not only advertisers, but also ad agencies and till service providers in the business. When you don't pay your bills on time, you choke the food chain and nothing moves. Advertising is a vital engine of commerce in any economy. Our reason for being is to stimulate business but if we don't practice what we preach by paying our bills, we are committing commercial suicide. Remember this headline which is run by the advertising associations in major local newspapers promoting the value of advertising: 'When advertising does its job, thousands keep theirs'. Let's put our money where our mouth is. Respectfully,
inside • •V - fi .
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4
Cover Story - Nobody said it was going to be easy
6
Rocky is bullish on bouncing back!
10 A lesson from the land of 10,000 lakes 12 During bad times, is hardsell the right way to go? 14 Malaysia's Slogan King talks to ADoi 22 Freelance, anyone?
EDITOR Harmandar Si>igh WRITERS I Irian Chong, Deam Johns. PRINTER Times Offset (M) Sdn Bhd DTP DIRECTION Chang Sheau Yun
ADVERTISING ENQUIRIES ADLANTIS Communications Sdn Bhd No. 44C, Jalan 19/3, 46300 Petal ing Jaya, Selangor. Tel: 603-754 7271 Fax: 603-7573343 E-mail: vyto@pc.jaring.my DISTRIBUTION Efficient Lettershop Sdn Bhd
OFFICIAL PHOTOGRAPHER Jen Siow DESIGNER Chang Sheau Yun COLOR SEPARATION Courtesy of Far East Offset &Engraving © All rights reserved. Sledgehammer Communications Sdn Bhd No part of this magazine may be reproduced in any form vrithout prior permission in writing from the publisher. While every effort hasbeen made to ensure the accuracy of the information in this pub lication, 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 responsiblity 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 Tun Mohd Fuqd Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur, fax 03-716 2598 or e-mail: ham@pop.jaring.my
22 What's the story? 26 Size does matter 27 David Kilburn talks to Shelley Lazarus 28 Count your 'Creative Blessings' 30 Ship Well Shot 31 The beat goes on 32 Asia has lost its Innocence 32 Public Relations, the poorer cousin?34 Worst of times is best of times to build brands
Our cover story personality is no fly on the wall. As Senior General Manager of Operations ,for the Berjaya Group, Suzianna Wong-Svrcula is in the thick of things when it comes to all matters business for the organization that has over 300 companies under its wings. After attending university in the UK she worked for multinationals like EMI and Texaco for about nine years and was all set to make London her home. But after repeated pleas from her mother, she returned to Malaysia in 1984 and since then she says, 'has never looked back'. A Fellow of the Chartered Association of Certified Accountants (UK), Suzianna hails from Sibu in Sarawak and is the only woman senior manager amongst all the senior general managers in the Berjaya Group. In 1996 she was voted 'Woman Manager of the Year' by Woman At Work maga zine from amongst a hand-picked selection of distinguished and dynamic woman managers from various fileds. As a group, Berjaya easily ranks in the top ten of Malaysian advertisers which makes it a formidable player in the marketplace. Familiar
names like Mutiara Telecommunications, Singer, Unza, are only the tip of the iceberg; the Group is involved in restaurant chains, leisure and hos pitality industries, manufacturing, gaming and more. Each company operates as an autonomous business or profit centre. ADoi met up with Suzianna who oversees her portfolio of operations from corporate headquarters and she discussed the excitement and challenges she faces every day.
How do you see yourself orchestrating your role and responsibilities within the Group? Well, it's not a sit-in-the-office type of job actu ally. The last thing I do is impose head-office muscle in discharging my duties. I have to go out there and sense what's going on. Keeping in touch with everyone is my priority. That way, I can become a credible conduit between the respective companies and the policy-makers in head office. There are so many different types of businesses we are involved in. Sometimes we have to stand back and discover the opportuni
ties within the group. At the same time we must also look outward to learn about what others are doing. By balancing these observations, I then help to contribute and guide the people I work with every day. They in turn also need to know what's the corporate position on certain mat ters, so I try to bridge that understanding.
The first quality I value in an agency is creativity. I think most of us think we are creative but it's not that simple to be creative. What are the kind of problems do you have to resolve on a day to day basis? Every company is different with its own set of issues that need to be addressed regularly. They can range from staffing, marketing, sales, management issues... almost anything that has got to do with the smooth running of business. Sharing is the operative word here. We share our concerns and find solutions. We also share our successes and grow together. Sometimes there are just so many things coming at one time that I feel I just can't cope. At the end of the day
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when I think back I realise that if you tackle one job at a time everything falls into place. What's your diet in a typical working day?
I start the day with one slice of toast and a cup of tea for breakfast, just to have something in my stomach - to avoid gastric problems. I normally don't do lunch unless it's a business thing and for dinner I eat well, a full dinner. You've been with Berjaya for some time now. Is it still challenging for you?
I have been in Berjaya for over ten years but I don't feel bored or that I'm staying too long in one place. We are so diversified there's always something new to do. I meet so many different people from different industries all the time. This keeps me going. What human trait do you hate most in a person?
I hate laziness. I don't mind working with people who may not excel brilliantly in what they are doing. But they must have initiative, they must be keen to go the extra mile and better them selves. People who have a yearning for selfimprovement. I once knew a despatch clerk who
Advertisers are cutting their budgets these days in line with the economic slowdown? Where do you stand on this?
It depends. Products need to exist in the con sumer's mind; not just on supermaket shelves. If consumers don't see your product in the shops, they'll switch to something else. For brands that require constant aware ness, I believe an ongoing advertising presence should be maintained otherwise they may be erased and replaced with an alternative in the consumer's mind. This does not necessarily mean expensive television advertising is needed to do the job. There are many forms of advertising; we have actually stepped up our com mitment in the area of point-of-sale advertising. Suzianna, what is the most important thing you look for when evaluating the merits of an advertising agency?
The first quality I value in an agency is creativi ty. I think most of us think we are creative but it's not that simple to be creative. It requires discipline and hard work. Good agencies breed creativity passionately and they shine like a beacon in the night.
said
j*oing to he easy was not highly educated, only Form Five, but had ambition. Every evening he would pester one of the accounts clerks to teach him how to use the accounting module in the office and did this on his own time after five. He also took com puter classes in the evenings when he was not learning accounts. After he'd mastered the pro grammes, he asked for a transfer to the accounts department. He did not mind starting at the bot tom - as a data entry clerk. Today he is an accountant with a degree! Nobody said it was going to be easy but he did it. How do you feel about the role of advertising?
I believe strongly in advertising. No product will sell by itself unless it is a basic necessity like rice. Advertising serves to stimulate consumer's needs and accelerates purchase decisions. I think advertising is a powerful tool that can fuel businessesto grow.
You are a success story, do you have any advice to budding woman managers out there?
You need to go all out, to do more than your best. Don't worry about taking on too much; you should be worried about not having enough opportunities to learn. If you do not see an opportunity, go and look for it, don't wait around grumbling. We are now living in tough economic times, so it's either sink or swim. I see too many people suffering from self-imposed depression due to the bleak business outlook. They are slowly but surely being swept by the strong currents in this big raging river of uncertainty. I believe they should hop from island to island in this turbulent river, searching for pockets of economic activity to keep them going. Because if they don't... they may drown eventually.
As a group, Berjaya easily ranks in the top ten of Malaysian advertisers which makes it a formidable player in the marketplace.
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S&O• 'V ' Mr Morioka, let's cut to the chase. You've been in tough situations before. What's the first thing that hit you when you came to Malaysia? I was only too happy to dis cover that National Panasonic Malaysia is so alive and kicking. In the past I was always asked to save companies which were plagued by huge losses. This is such a well-run company with cash reserves and excellent human resources.
Bunroku Morioka, Managing Director National Panasonic (Malaysia) Sdn Bhd
Where does Malaysia figure in the grand scheme of things for the Matsushita Group? Malaysia has always been regarded as a key manufacturing point for Asia by Matsushita.
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What benefits has the Group brought to the Malaysian economy? The Matsushita Group employs 33,000 employees here. Most of the Matsushita companies in Malaysia export between 80% to 90% of their total production which augurs well for the country. We are all for Malaysian-made products. National Panasonic products manufactured here have over 80% local content. I believe Malaysians should have confidence in their own products and not think that only foreign items are good. We are one of the world's largest exporter of airconditioners. When I was in the United States, my company
Rocky is bullish on bouncing back! One man who is all systems go, come good times or bad, is seasoned trouble-shooter and com pany turnaround expert Bunroku Morioka - the new Managing Director of National Panasonic (M) Sdn Bhd. The Americans could never pronounce his name 'Roku' so they started calling him 'Rocky'! But now that he says he's grown a little older (or mellower) everyone calls him 'Bob'. It exudes a less fiery character to the man who has been known to come out winning in many tough business situations. Bob who spent almost 17 years in the US has been here for five months now and is enjoying every minute of it. He eagerly maintains that tough times don't last but tough people do. National Panasonic has an enviable 22-year track record in the country and is one of the 20 companies in the Matsushita group of companies in Malaysia. The company's sales per formance has flourished from 972 million ringgit in 1995 to over 1 bil lion ringgit in 1997, an all-time sales record. Morioka expects to maintain this performance for 1998. ADoi interviewed him recently and got charged by this articulate man who says the regional financial crisis is actually a 'golden opportunity'.
Malaysian consumers are also very close to our hearts. We actually have specialists based here who only study the Malaysian way of life and custom-develop products for the local market. Our products are under the brandnames National, Panasonic and Technics which cater to the needs of the mass consumer.
We will continue to sustain our advertising and promotions budget which amounts to 20 million ringgit a year. We find no reason to reduce our spending.
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assignment that had me posted to a town in Germany but it was the worst time because Europe was then gripped by the oil crisis. Wholesalers and dealers scoffed at my products saying the company had gone bust. I almost lost my confidence until a note arrived from my Europe boss and mentor Shoji Sakuma. He assured me that he would take full responsibility whether I failed or succeeded. I went back to the market and fought it out. Sales tripled! I learnt that making a good product is not good enough, you have to sell the philosophy and establish a good relationship with the buyer.
In the first six months of this year, we increased our market share for washing machines by 12% and refrigerators by 6% compared to last year. I believe in taking calculated risks; if it has a 51% chance of succeeding, I will take it!
bought made-in-Malaysia fax machines manufactured in Johor Baru! Which Malaysian TV commer cial has struck you in your short time here so far? The one on being 'bullish on bounc ing back', I'm all for it. We have to support the vision of this country's leadership and be positive in our business dealings. This is the time to be resilient, remain focussed and not lose direction. That's why we will continue to sus tain our advertising and promo tions budget which amounts to 20 million ringgit a year. We find no reason to reduce our spending. In fact, the current situation is a golden opportunity for us to increase market share. In the first six months of this year, we increased our market share for washing machines by 12% and refrigerators by 6% compared to last year. I believe in taking calculated risks; if it has a 51% chance of succeeding, I'll take it! During the years as 'fireman' for companies in the Group, which was your biggest challenge? There was one trouble-shooting
What developments will you be leading here in Malaysia? I want to see synchronisation ranging from R&D, manufacturing, marketing and sales divisions. Synchronisation can increase the sales of products by three to four times at the time of introduc tion. I call this total marketing. At present our sales turnover comprises 80% of consumer prod ucts and 20% of system-related products. I would like to strengthen the system side by boosting its contribution to our total sales to 30%. I have the mind of a small company, which is to be humble and would take the time to listen to customers and consumers' needs. A world-class company should not be judged by its size but by the quality of its people and management, who work towards a common goal. I will set a clear direction which will allow National Panasonic Malaysia to become a world-class company.
Morioka is also a 18-handicap golfer who prefers to play when no one is watching.
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(C!partiieirs
OILING THE LOINS When Ham told me several years ago he was starting a school to train young people for the adver足 tising industry, it confirmed in my mind that our black-turbanned friend here was more 'advertising' than any one that could have sprung from the loins of our nation. There he was giving a thought about our youth lepak-ing in some God-forsaken shopping mall, and believing that media planning, or copywriting might be their redemption. Shortly after, when he told me about ADoi, I said 'Alamak!' What is this man on? Ham, I applaud your energy, enthusiasm and success (always have) as ADoi turns one. More importantly, I wish you good health so that more
ITOR exciting and illuminating things will continue to spring from the loins of your mind to remind us how fascinating advertising is and how drab it would be without personalities like you. Vernon Adrian Emuang advertising has-beeri/miiUimediator
TOILET PAPER? I saw a couple of pages from your June/July issue stuck up on a public toilet wall recently. As I stood there holding my breath for as long as I could (do they ever clean these putrid hell-holes?) I speed-read the pages and under足 stood immediately why some local humourist had put them up.
"Oops, sorry Diana!" South Korean auto giant, the Kia Group in its new commercial spoofed Princess Di's tragic death. The film has a Diana look-alike in a Kia, as she is being chased through the streets by the paparazzi. She emerges unscathed and winks at the camera. The film has led to a furious uproar in Britain. Kia, on its part, is ready to apol足 ogise. It's sad that advertisers the world over, won't leave the lady in peace, even after her death.
Romario
drops
his pants
Brazilian football star, Romario, strips completely in a new commercial for Walkers Crisps. In an ad created by BMP DDB, Romario exchanges his shirt and shorts for a young fan's pack of Walkers Crisps. He then races naked across the football field.
Euro RSCG makes Claudia strip! Euro RSCG Wnek Gosper has created a new commercial for Citroen Xsara with super model Claudia Schiffer stripping completely. The film shows Schiller entering the car in her panties. She then takes them off in order to 'wear' the car. (food for ! bought for my good friend Mr Kunan?)
18
It was the most appropriate place for them. Come on ADoi. Cut out the toilet humour. It just isn't funny, unless you're a pimply-faced adolescent schoolboy. Advertising is a serious business for serious people. Sure we have fun, but toilet humour doesn't make us laugh. I'm referring of couse to the Stills Studio ads. They rate zero out of 10 with me. Alan Bohlsen, Regional Creative Director, Draft Worldwide Editor's Note: Beside being an avid proof足 reader of this magazine, our dear Alan also has a keen eye for Malaysian toilet walls.
Akio Morita, after spending years developing heat seeking missiles during the second world war, suddenly found himself faced with the boring option of running his family brewery business. Instead, he started Tokyo Tsuhim Kogyo Kabushiki Kasha which, when translated to Queen's English meant Tokyo Telecommunications Research Laboratories. This was a company that he established with his wartime colleague, Masaru Ibuka, in 1947 with a small capital of $500. (Incidentally, in the later years Ibuka's obsession for music gave birth to the Walkman.) Morita wanted to enter the American market and he did so with the world's first transistor radio.
Why is
SONY
half American half Latin? It was then that he decided that the name of his company also required a change. They decided that the name of his company also required a change. They decided that the name must have something to do with sound. So they chose the Latin word 'Sonus'. Then they felt, to be in the American market they should sound American enough. Morita discovered a word that was close to Sonus and it was 'Sonny'. He realised that it was a common word used for addressing one's son or a young boy. It was friendly and warm. So it was Sonus + Sonny = SONY. Ever since, they have been extremely possessive of their brand name. They have fought many legal battles to ensure the exclusivity of the Sony name. One famous battle was with a coffee shop that named itself Sony. When the coffe shop lost the court battle, it renamed itself Ynos. Sony managed to stop that too. Perhaps what they also picked up with "Sonny" was the American Big Brother attitude! Source - The Brief
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Anyone who has seen the famous movie Fargo may conclude that most Kurt Crocker, Partner arid Minnesotans are a Creative Director at couple of flakes Drayton Bird, Crocker & short of a snowball. Mano (DBC&M) Sdn Bhd Being from Minnesota myself, I would normally beg to differ. But an article appeared in a local paper recently that may make 'Intelligent Minnesotan' another standard-issue oxymoron. Seems this Northlander was introduced to his wife-to-be just minutes before he married her. His friends picked her out for him. He said he had trouble finding a perfect mate on his own. So he settled for a stranger. Happily ever after? Duh. But then, even smart people don't have all the answers. My partner once had a ' I know half my advertising is wasted but I don't know which half chat with the worldwide head of a huge FMCG company. "What should I do?", the Big Guy asked. Drayton answered with a simple question, "For starters, what is a customer worth to you?" The Big Guy's face turned a bit crimson as he admitted, "I haven't the foggiest idea." Drayton advised him to find out post-haste, promising a solution to his wasted advertising problem once the customer's value was in hand. The moral of the story is that you're not likely to create or build a strong and lasting rela tionship with a customer if you are married to a stranger. And getting answers to the right ques tions will help you identify profitable marketing opportunities. So let's imagine you know half your advertising is wasted. You also know Direct Marketing is a less wasteful way of selling your product or services. What questions should you ask to identify Direct Marketing opportunities? Let's start with the one from Drayton: What is a customer worth to you? Pampers discovered that the average mom bought US$ 1,200 worth of diapers in the six month period after giving birth. They identified moms-tobe, then began a relationship programme that start ed the day they walked out of the hospital. Through this programme alone, Pampers became the brand moms chose most often. If you know what your customer is worth, you can clearly see revenue potential over a period of time. It can help you form the foundation of a Direct Marketing programme. You can also figure how much you can afford to invest in communications or promotions. Who are your most valuable prospects? In category after category, a small percentage of the total population of potential buyers is responsible for a large percentage of volume. The Institute of Direct Marketing offers these examples from the US: POPULATION
VOLUME
Hair Colouring
6%
68%
Scotch Whiskey
3%
78%
Dry Dog Food
1 1%
75%
You get the idea. Profile that small per centage and you know exactly who you're look ing for. Identify them by name and address
A Lesson from the land of 10,000 Lakes And remember, retaining or selling to your current customer base is a heck-of-a-lot more profitable than acquiring new customers. Even guys from Minnesota know that. through lead generation advertising, on-pack promotions, take-ones, and other means. Then all you have to do is devise a longterm communication plan that will directly convince that important group to choose your brand more often. Who are your most valuable customers? In all probability, your customer base parallels the same value patterns. And assuming you have a marketing database (as all smart marketers should), it's very easy to identify them. Take the top two tiers, say the 10% responsible for 55% of your sales and the 20% responsible for another 25%.
Your objective for the first tier should be retention. Protect them from the lures of your competitors. Your second tier objective should be to move them up, and make them even more valuable to you. Upgrade or cross-sell to them and you're likely to benefit from another phe nomenon: loyalty. For example, the odds against changing banks when a customer has cur rent, savings and loan accounts are about 18 to 1. And remember, retaining or selling to your current customer base is a heck-of-a-lot more profitable than acquiring new customers. Even guys from Minnesota know that.
Revolutionary television audience measurement system ready to take off! Who would have imagined that in a span of just over 35 years since the introduction of the black and white television and a single channel from RTM, the country would have over 26 channels through terrestrial, cable and satellite television. While this has brought great joy to viewers as we now have a wider choice of programmes to watch, it also poses a problem for advertisers and advertising agencies in terms of receiving accurate audience ratings. Audience measure ment is now of paramount importance, as media planners need to have correct and accurate information on the audience profile in order to plan their media schedule for their clients. Current television audience measurement technology utilised in Malaysia and other countries use frequencies to determine which channel is being watched. The peoplemeter technology can only track analogue frequencies, which gives you information on which channel is being watched. This is sufficient for tracking programmes transmit ted via analogue but not for those using digital tech nology as a single frequency on digital TV can carry several different channels. An interesting development has been the introduction of the PictureMatching peoplemeter system by market research company SOFRES FSA Malaysia. PictureMatching meter automati cally measures new digital television services and is suitable for terrestrial, cable and satellite televi sion on both analogue and digital frequencies. According to Mr Iain Bell, managing director of SOFRES FSA Malaysia, "For the conventional peoplemeter system, the task of identifying a channel is becoming extremely complex as apart from measuring the frequency of reception at the TV set, it is also 'burdened' with having to mea sure signals at each peripheral device which is found in most households, like VCRs, cable and satellite. Conventional measurement techniques also do not recognise the services or programmes within a channel, and this results in incorrect
ratings as one single frequency on digital television will carry numerous channels." The PictureMatching peoplemeter system's accuracy stems from the fact that it identifies the station being viewed by taking a digitised picture sample from the TV picture on screen and later matching the home TV signa ture against the digitised signatures from all available TV channels back at the SOFRES FSA office. The data is then transmitted through telephone lines to the office where it is matched, stored and analyzed using the newly developed PC software INFO-TV. Data analysis like cross tabs, rankings, reach and frequency will be available within 24 hours or overnight, and it can be assessed by clients on-line. With PictureMatching peoplemeter, it only needs to determine what is displayed on the TV screen, regardless of how the picture is transmitted there, whether over the air, via cable or satellite, or whether the VCR was used to tune the picture. The sytem does not require in-house installation each time a household acquires a new devices as it will correctly identify the channels being viewed, includ ing the new channels bought in by cable and satel lite. Determining the watching preferences of the public needs the highest quality research tech niques, and PictureMatching peoplemeter gives you just that. Broadcasters benefit because the accurate and quick results can assist the programming and sales department in reacting quickly to any devel opments in the broadcasting environment. "The system is now available in Malaysia and we are just waiting for the go-ahead from the industry. We are confident that once the system is implemented, our clients will be fully satisfied," added Mr Bell. SOFRES FSA has offices in Europe, Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, USA and Vietnam.
SENDIRIAN BERHAD
pusiness un pur name e paints' a thousand dreams m see tJmgoloifr of money edai MultiArt Mmti Art & urapr itself as one of the : over 50 ( | art shops through| !L characterised its. aS W "*v. reap'jBwg^ Success by subscri^i Multi Art & Graphics franchise. Run your own IV Graphics shop and be your own boss. You'll be be solid experience and skills of Multi Art & Graphi receive the advertising and promotions support th the many brands you would stock. ^ In these uncertain economis times, it's nice to know t] depend on the stability of a sound and steady income own bussiness. ISPZ \
For more information, call Mr. Steven, Franchise Manager of Multi Art & Graphics. No. 2. Jalan BK1/11. Kinrara Industrial Park, Bandar Kinrara. Off 61/: Miles Jalan Puehung. 58200 Kuala Lumpur. Malaysia Tel: 603-575 2823 (10 lines) Fax: 603-575 2329/575 3066
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by Lara Hussein
During
ing in their faces and they will shy away for the most part. After all, what is the differ ence between a pushy salesperson and a hardsell ad? Both are equally irritating and imposing. If a sale happens, then it is purely statistics, for this way of selling does nothing to establish a long term relationship between the consumer and the Brand. And that, as we all know, is crucial to the maintenance of consumer loyalty. The hardsell may sell the product, but the same dynamics also unsell the Brand. Whether it is a salesperson or an ad, when you sell this way, you take away the thrill and excitement - no mat ter how briefly- of the buying experience. So if consumers balk at hardsell, how should we approach them? What consumers really want from mar keters is to be allowed to make the buying deci sions themselves. They need to close the loop and to fill in the blanks themselves. So I believe the answer is to give them the stimulus to do that, to make that buying decision and feel good about it. We need to get the consumers involved in the Brand, and a hardsell approach alone can not do this. The best way to gain and maintain the trust of today's consumer is to reinforce the expe rience of the product all the time. As price becomes an important common denominator in most hardsell ads, we need to always remind them of the involvement and experience they get from the Brand. In other words, if we have to push price, we must create and reinforce the experi ence again and again. Many people argue that the emotional approach plays a major role in stimulat ing purchase, or at least, interest to purchase. I believe it is important to continuously instill the emotional experience of the Brand and not allow the consumer to be beckoned by price alone. Inevitably, a Brand that resorts to 'Best Buys' continuously will either be outperformed by a competitor or become too price-dependent. More marketers are realising - and right ly so - that a combination of image and tacti cal/retail ads can sustain their Brand identities for the long term, and still meet the short-term quotas. Apple, for example, is running an imagebased television commercial that carries a spe cial theme of "People who can change the world for the better". Then, using retail ads, the same
bad times,
is hardsell
the right way to go?
It is a difficult time for Brands during this unfortunate period of the economic slowdown. Premium-priced products are now under contin uous attack as lower-priced goods present an appealing option to the now more careful spender. Competition has just become tougher. But while lower-priced Brands have an obvious advantage, they still have to raise quality levels in order to maintain sales momentum. Valueconscious consumers are more discriminating than ever, more meticulous, more cautious, and measurably more skeptical than a year ago. The result is greater polarization in buying behaviour - consumers still want quality, but they are look ing more towards goods and services that can also give them better value. In such an environment, the best that Brands can do is to make themselves more dis tinctive, more attractive and more visible. Secondly, they need to fight the uncertainties of the future marketplace with consistency in Brand image, and offer tangible products that are of value to the consumer . Consumer concerns about value must be answered with reasonable pricing and commen surate with quality. The constant debate that I always get into nowadays is how effective Brand image is versus hardsell 'tactical' strategies. The issue for marketeers is whether they should build their Brands or go for hardsell advertising that directly correlates with sales. My feeling is, a lot of marketers are hard pushed to drive sales and bring in immediate results to their current bottomline. There is inevitably a revamp of pri orities here. The obvious counter measure is to establish a more equitable distribution of bud gets, and the first to go will always be imagebased communications in favour of tactical hardsell-type promotions. But does hardsell advertising do justice to the Brand and the consumer ? We may buy goods and services every day, but people generally don't want to be sold anything. Consumers want to be in control of their buying decisions. Shove hardsell advertis
//A
IvtALAVsiW^m
Brand sends out direct product messages on price and other offers. There are many Brands that combine and do it very well, such as Nike, McDonalds, Kodak, Hyatt, and Calvin Klein. Perhaps the best example of a Brand that cultivates a relationship with its devotees is Nike. The power of Nike is in its ability to involve the consumers to discover Nike, without any sales pressure. In other words they have captured the mind and heart through intrusive executions, and any hardsell they do is at the retail level or through consumer promo tions and major sponsorships. I am a firm believer of emotion-driven advertising which have proven to be also sales drivers. There is no reason why emotion-based ads (soft sell) can't be productive. For example, brands such as Kodak, Revlon, Levi's, Hallmark, Taster's Choice, Haagen Dazs, and At&T have all built strong franchises using sales-effective emotion-driven support. While Branding is still a positive force in economic terms, good times or bad, manage-
In such an environment, the best that Brands can do is to make themselves more distinctive, more attractive and more visible. ment of Brands must be done carefully so as not to destroy what has already been created over time. The current economic environment simply means that marketers have to redefine priorities and develop the right strategies that would bring them the best returns. It is crucial that a deci sion be made about the strategic path the Brand should follow. Through it all, Brands, as we know them today or how they are to evolve in future, will continue to be the common currency of consumer marketing. Brands can be difficult to manage. They are hypersensitive to change, vulnerable, and are continually a strain on the owners. But even in the worst of times, Brands can assure longterm profitability if they continue in the right strategic path. The question is, how best should we manage Bands now. Remember that image advertising may be hard to justify, but hardsell alone should never the answer either. I would rather like to be served by a sympathetic, warm and understanding salesperson, than a pushy one. I would probably end up buying this person and maintain a trustworthy relationship even during bad times.
ASSOCIATION
Congratulations on your new logo -from -
SLEDGEHAMMER COMMUNICATIONS
12
SDN
BHD
EI-KATSU-SHA b any other advertising agency, she may be just a consumer, k To us, she's an " individual
Want to know vour customers better? Hakuhodo can introduce vou to the seikatsasha, or individual, in \irtuallv anv corner Of the world. Treating consumers as seikatsusha is the cornerstone of our unique marketing and ' advertising theorv. BY looking closer at individuals, we see them as more than the sum of their buying habits. B\ examining their daily lives, values, and dreams, we gain insight where other agencies can't. We'd like to share that insight with \ou. Contact us and ask how well weffnow your customers. That'll give you an idea of just how well we'd like to know you.
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15 air tickets, a complete home hifi system, a ticket to Michael Jackson's concert in Singapore and RM10,000 cash - these are some of the prizes that have been won by the Malaysia Book of Records (MBR) holder for Most Number of Contests Won, Bobby Chew Yat San. As of April this year, Bobby's record stands at an impressive 132 wins! His first win way back in 1975 in a Why I Love To Drink Anchor Beer slogan-writing contest earned him a Suzuki motorbike. Since that fateful win, there has been no turning back for the Ipoh born-and-bred Bobby. That's where ADoi tracked him down after a long search for the Malaysian who has earned the title 'Slogan King'. Budding copywriter or seasoned veteran? Here's the story...
Slogan-writing is his forte. Having taught English in primary schools for the last 35 years (he retired two years ago), the language comes easily to him. He has also taken part in (and won) a few Bahasa Malaysia slogan-writing con tests. Bobby finds his inspiration from advertisements. "When I watch TV, I get ideas from the com mercials." He also picks up ideas from his travels. "When I go over seas, I like to observe the cultures and lifestyles of the people there. I find that far more interesting than looking at the tourists spots and scenery." Bobby has visited most of Asia and many parts of Europe. His ideas and collection of slogans are neatly written in a note book, which he carries everywhere. Bobby chooses the slogans with a
for every contest there are thousands of entries. I don't think they (the organisers) will go through all of the gans. So what they normally do is to pick, say, 200 entries through a lucky draw. And then they go through the 200 entries to pick the win ning slogan. So His first win way back in 1975 you have to in a Why I Love To Drink Anchor have luck in the first place." To Beer slogan-writing contest increase his earned him a Suzuki motorbike. chances of win ning Bobby usually sends in 1995, he was honoured with the Anugerah Khidmat Cemerlang by the Education Ministry. He has been dubbed 'Champion Fund Raiser for Schools', actively going around to factories and companies in his effort to collect donations. Get this: RM107,000 in 35 years, single-hand at least three entries; one under his edly! own name, and one each under his Bobby is yet to be satisfied. wife's and son's names. "I'd like to win some big prizes, like While his preference is for houses and cars." He labels the slogan-writing contests, Bobby is prizes he has won so far as 'quantity just as enthusiastic about any other prizes' and deem them nothing spe form of contests. "It doesn't matter cial nor spectacular. To end the what type of contest it is, I just try interview, I asked him for a slogan my luck. Win or lose doesn't mat for ADoi. He flipped through that ter." He has tried his hand at making notebook of his and promptly came teh tarik, dressed up funnily for an up with "When ADoi gives me the Arnott's contest and also tried to set best, why should I choose the rest?" the record for the fastest drinker in Or how about "Heavenly reading at Malaysia (any takers?). down-to-earth prices". The MBR record is not Anyone spot a Kancil award Bobby's only achievement so far. In winner here?
Malaysia's Slogan King speaks his mind to ADoi "I'm crazy about it! As a hobby only-lah, a rewarding hobby though," he says with a big grin. Taking part in contests is obviously a serious thing for him. Bobby scours newspapers, magazines and shopping complexes for new con tests. His dedication and prepara tion to participating in contests is worth mentioning. "I keep the wrap pers from the sweets and choco lates that I eat, because usually such contests require them as proof of purchase or as an entry require ment. So when the contests come about, I am prepared."
bit of research thrown in. First, he finds out some details and charactersitics of the product. Then he picks the words that best describe the product. Most importantly, he advises, the words must rhyme. While writing slogans is easy to him, Bobby still finds it a challenge. And surprisingly, he does not see himself nor his slogans as creative. "To me, they are not creative. They're very simple slogans. Good enough for contests, but advertisements? I don't think so!" Bobby attributes his wins to luck more than anything else. "You see,
CareerRA, a career and recruitment website, selected as one of Malaysia's Top 10
Websites by Internet jari agazine
i
ADO)ft 14
GareerRA(http://www.careerra.co m.my), one of Malaysia's leading dedicated career and recruitment websites, was selected and featured as one of Malaysials Top 10 Websites by the Jaring Internet Magazine, published by MIMOS Bhd, in the June 1998 inaugural issue. Among the criteria used to shortlist and select the website was: Quality of its content; Site's access speed and management; Use of technology; Site's traffic; Frequency of updates. Since the review was done towards the end of last year, CareerRA's hits have increased to approximately 15,000 per day. CareerRA was also featured by a separate reviewer in another section of the magazine under "Locally-flavoured Web sites" as a "good Malaysian site". According to the website's Project Manager Mr Chan Chih Min, "We are very honoured to have been fea tured twice in the inaugural issue of
the Jaring Internet Magazine. It is good to know that, having worked very hard over the past year to improve and promote CareerRA, it is gaining widespread recognition as a quality local website. Nevertheless, plans are underway to continuously improve the site. These include the development of a fully-automated database system to expedite workflow. Employers' feedback to the recruitment web site has been very encouraging." Richard Larkin of Wildridge Technologies Sdn Bhd commented "CareerRA attracts talented people which fit our requirements very well." Sharon Judd of Solution 6 (Malaysia) Sdn Bhd remarked "We have had some very good enquiries since we listed our vacan cies on the site, and in fact have employed someone who responded to the ad".
Tourism magazine returns in style! Local magazine publisher BN & Associates relaunched their Mystical Malaysia title in the face of today's gloom in the marketplace. But publisher Bernice Narayanan remains upbeat about the move. Here's the story... What is BN & Associates' back ground in publishing and tourism? BN & Associates Sdn Bhd was incorporated in 1987 as a publish ing house and began publishing Mystical Malaysia in 1988. We pub lished the magazine for five years and then it had to be put on hold temporarily. We have also pub lished the book '90 Reasons To Visit Malaysia' and the 'Perak Discovery' periodical. We have also published a 900-page book for the KLSE on 'The Corporate Profiles of Malaysia'. The years that Mystical Malaysia was published, saw us win awards at the annual Tourism Gold Awards organised by TDC, twice for Best Publication and thrice in the Best Writer Category.
Tell us a little about your Mystical Malaysia magazine. The magazine promotes domestic tourism. We want Malaysians and foreign travellers to know what is available in Malaysia in terms of culture, destinations, food, shop ping, night spots, hotels, theme parks and so on. Another more important objective is to change or shift public opinion towards holi daying within the country. The paradigm we currently find our selves in is one of apathy towards domestic travelling. The mind-set is such that travelling abroad is perceived to be more glamorous and also an indication of wealth and status. We want to celebrate Malaysia, and hope to create the awareness amongst Malaysians that there is no shame in holiday ing within the country. Why did BN & Associates Sdn Bhd decide to publish this magazine in the current economic climate? The current economic situation is precisely the reason why we decid
ed to do this now. The economic situation has drastically reduced our spending power abroad, due to the weakened ringgit, and made domestic travelling a more viable alternative. So we are providing an appropriate vehicle for the local tourism and hospitality industries, in terms of content and coverage, to exploit the opportunities pre sented to them. What is the Government's role in this venture? The Ministry of Culture, Arts and Tourism, the Malaysian Tourism Promotion Board (MTPB) and other agencies are fully supportive of this venture. We work with them to ensure our information is accu rate and timely and are very grate ful for their assistance. How would advertisers benefit from advertising in Mystical Malaysia? First of all, Mystical Malaysia's print run is 290,000 copies, 280,000 of which is distributed nation-wide through Sunday Star,
Color Laser Copy
and a further 10,000 is distributed overseas by MTPB and other relat ed bodies. The magazine provides an ideal platform to advertisers because of its content. The maga zine is all to do with Malaysia, from tourist destinations and cultural events to sports and food, and everything in between. Is Mystical Malaysia solely a travel related publication? No. The magazine is on travel, leisure and lifestyle. Our core con tent is based on these subjects. The magazine is a representation of all facets of Malaysia. For exam ple, we feature night spots, restau rants, the theatre, arts perfor mances, exhibitions, public service programmes and so on. We have even specially created a family of characters called 'The Ulat Family' to help educate and inculcate an awareness amongst Malaysian chil dren of their beautiful country. These 'travelling worms' will be vis iting different destinations every month and sharing their experi ences with the children!
FOR A SUPER PRESENTATION door-to-door colour laser copy super-fast collection & delivery at a price you can't copy NO-HASSLES OUR COMMITMENT TO YOU One-Hour Pickup Call us for service and we will respond within one hour
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ABRIC INTEGRATED SDN. BHD. (82666-M) (A wholly owned subsidiary of ABRIC BERHAD) ABRIC House 17, Jalan Tandang 46050 PJ Tel: 03-793 3333 Fax: 03-794 7777 email:- abric@po.jaring.my
Ammirati Puris Lintas awarded
Early Payment
Mdium Account Worldwide Incentives
Kuala Lumpur, 8 July 1998 - Ammirati Puris Lintas (APL) has been awarded the global branding and advertising assignment of Iridium LLC, an international consortium of leading telecommunications and industrial companies commercialising the world's first global wireless telecommunications network. "We selected Ammirati Puris Lintas because of the superiority of the agency's strate gic thinking and the quality and depth of its international network," said John Windolph. Executive Director - Marketing & Corporate Communications, Iridium LLC. According to APL Chairman, Chief Executive and Chief Creative Officer, Martin Puris, 'We're extremely pleased to have been selected by Iridium, we approached Iridium with a multi-disciplinary, multinational team that worked closely together to produce a global strategic recommendation. It's gratifying to be recognised for the quality of this international effort and we look forward to a long and mutual ly rewarding relationship with Iridium."
Spencer-Azizul clinches Malaysian tourism and Telekom business!
Windolph said that the Iridium service will be launched worldwide on September 23, 1998. "It will mark the first time in history that a wireless telephone user will be able to place calls or be called anywhere on the planet, at any time," he said. By combining the global reach of 66 lowearth-orbit satellites with land-based wireless networks, Iridium subscribers will have one number and one telephone with service virtually anywhere in the world. Iridium LLC, based in Washington, DC, was founded in 1991. The Iridium system was conceived in 1987 when a Motorola executive and his wife prepared to vacation in remote Turtle Cay, Bahamas. When the executive's wife found she would not be able to place a cellular phone call to close a real estate deal, she asked, "Why can't a smart guy like you make my phone work?" That began an 11-year quest to create a satellitebased, wireless system to enable telephone, paging, facsimile and data transmission to hand help equipment worldwide.
Recently, after a closely fought bid between nine ad agencies, Spencer Azizul Advertising came out winning the domestic Malaysian Tourism Promotion Board account. A few days later, the agency was also awarded a huge chunk of the Telekom Malaysia business which was another long-running battle with ten agencies in the running including incumbent Grey Advertising. Michael Tang, Spencer Azizul's Executive Director said in a short statement, "We are honoured to have been given the chance to work for these two high-profile clients and look forward to getting down to the business at hand."
To encourage eairly and prompt payment, media owners are offering incentives to ad agencies. MEDIA
INCENTIVE
TERMS
New Straits Times
2.0%
30 days
Star
1.5%
30days
Utusan Malaysia
2.0%
30 days
Sin Chew Jit Poh
1.5%
30 days
Nan Yang Siang Pau 2.0%
30 days
The Sun
2.0%
30 days
Metrovision
1.5%
30 days
TV3
0.75%
15 days
0.375%
30 days
The incentives are for early payment for continuous months and not on an ad hoc basis
THR goes outdoor! PLUS highway users need not have to wonder what frequencies to use to continuously receive Time Highway Radio (THR) because THR will be putting up sighboards at intervals of 10 kilometres to remind travellers.
STILL READING THIS MAGAZINE FOR FREE? SUBSCRIBE LAH... MAU CARI MAKAN SIKIT! Please enter my one year subscription to ADoi magazine for @ RM60 (includes postage). Overseas subscription price is US$50 per year.
MALAYSIA HOSTS CRESTA JUDGING FOR FIRST TIME Preliminary judging for the 6th Cresta International Advertising Awards organised in partnership with the International Advertising Association was
Name: Joj^tlej Comgan^j ^aHinc^ddress:
conducted for the first time in Malaysia last month. The Cresta (Creative Standards) Awards which is in its sixth year now, received over 3,000 entries from more than 50 countries and preliminary judging was conducted in 15 cities the world over. The Malaysian jury consisting of twelve senior creatives (pictured above) were invited to evaluate the Film and Cinema categories for this New York based competition. Malaysia's official representative for the Cresta International Advertising Awards is Sledgehammer Communications Sdn Bhd.
Phone: Please post this coupon, together with your crossed cheque or bank draft favouring SLEDGEHAMMER COMMUNICATIONS SDN BHD to 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpu., Malaysia. Tel: (603) 716 2588 Fax: (603) 716 2598 . e-mail: ham@pop.jaring.my I
L KiMi 16
The warehouse was being torn down just days before the shoot! On the brighter side, DOP got all the light he needed!
Film Director approved onlyafter the third prototype(tap). Things flowed smoothly after that.
Clearing debris from the old warehouse took a lot of man and machine power.' And 5 lorry-loads!
Giant bowl was mocked up to accomodate a hundred small scale newspapers. China Press 'Bowl' Agency: Batey Ads Director: Yoki (Filmpoint)
The practice of 'chili cucuk' - it was supposed to ward off rain but guess what, it didn't work. The rain still came anyway. Yamaha 'Musician' Agency: DY&R Director: Yoki (Filmpoint)
It took 1200ft of film before the sticky stuff looked right!
NO, they didn't kill the girl. Yup, she had insurance! Because of the haze and rain, they had to work real fast. AIA 'Train' Agency: ISCB Malaysia Director: Chuan (Filmpoint)
ASTRO 'Motherland' Director: Yoki Agency: DY&R
Kent Bubble Gum 'Party Time'
Agency: Nerve Centre Director: Yoki (Filmpoint)
A 12 feet high leap - more than 10 takes with no protection cushion (with insurance though).
For historical accuracy, the setting was made to look like a scenario in 1957. The wardrobe, the props, the location, the lighting and even the talent. By the way the Malaysian flag has 11 stripes (Depicts the 1957 flag).
Dunhill 'Lion Dance Daihatsu 'Songwriter'
PB&F Director: Yoki
Agency: DIK Director: Yoki (Filmpoint)
The end result.
To shoot through the 20 feet high motorized globe, a multi-crane with hot head was used.
Perilly's 'The Chase'
The stunt driver managed to control the car before it hit the waters below.
Agency: PB&F Director: Yoki (Filmpoint)
MEDI
vert/$e
TOP STORIES FROM ASIA'S MEDIA & MARKETING NEWSPAPER
GOOD TIMES kROUND THE CORNER,
The Asian advertising market, currently suffer ing a blip rather than a collapse, could begin to come back by September or October, according to The Economist worldwide says Hanger publisher David Hanger. "We're not talking about smokestack industries and old-fashioned steel plants in Asia," he said. "The turnaround can come quickly." The Economist would spend more on promoting itself in Asia this year than last year, according to Mr Hanger. The weekly is now selling 80,000 copies per week, compared with an ABC-audited figure of 73,000 a year ago, and the print run this year should top 100,000 for the first time ever in Asia. Mr Hanger said advertising revenue should be about the same as last year. Mr Hanger said it was a great time for everyone to do a re-think.
EXPAT OUTLOOK GRIM AS HQ COSTCUTTING AXE STARTS TO SWING Expat agency chiefs around the region are coming under enormous pressure as head offices clamour for cost cutting in the midst of the worst economic downturn the ad industry in Asia has ever experienced. "No one is safe and we're about to see a major game of musical chairs," said one industry insider, adding that married expats with families on extensive accom modation and fringe benefits pack ages were the most likely targets of the cost-cutting axe. Network headquarters in the US and Europe had over the past five to 10 years been urged to tolerate low profit margins in Asia under the precept of 'investing in the world's fastest growing area' and that they would 'reap the benefits tomorrow' But tomorrow never came and with recovery predicted by some agencies to be as long as five years off, many of them now have no patience for even further reduced profit contributions - or what in many cases will be severe losses - from Asia. "There is absolutely no appetite in London or New York for bad news from Asia," said the industry observer. "Both have been through their own severe recessions and taken their medicine, while Asia
was supposed to be booming. Now they expect Asia to cure itself, no matter how bitter the medicine." However, part of the blame was put on head offices in New York and London who have condoned lavish packages for expats in Asia. The situation represents an opportunity for young, single expats at client service director level, for example, who are prepared to take a lower dollar-based package in order to fast-track their career.
BBDO snaps up leading O&M Manila team BBDO has signed on leading creative director David Guerrero from O&M Philippines and adding him to a bristling arsenal of creative talent around the region. The hiring of Mr Guerrero and other high profile creatives over the past few months has prompted BBDO chairman Chris Jaques to claim that "withinlO years BBDO will have the chance to be the dominant network in Asia - in the way that Ogilvy once was." The comment is ironic, because it appears to be from Ogilvy where most of the talent is coming. Nevertheless, former O&M regional CD Neil French, who is currently waiting for the green light on a higher creative position within the network, was gracious about the departure of Mr Guerrero, terming him 'an extraordinary talent'. "I don't begrudge him making his way in the world, I just wish we could have kept him," said Mr French. Mr Guerrero, who is largely responsible for O&M becoming the most creative agency in the Philippines, will join with O&M's strategic planning director Jos Ortega to form BBDO Guerrero Ortega. "We're not looking for people who are not committed to their coun try of operation - lifetime wise," adds Mr Jaques. Those already signed on by BBDO include award winners such as Thai creative director Suthisak Sucharittanonta from the O&M offshoot Results, and the creative team of Paul Chan and K.C. Tsang, both from Bozell and formerly O&M in Hong Kong. Others on board are creative director Soon Cheng Sun in Malaysia, who along with CEO Jennifer Chan, was poached from JWT, and Indonesian CD Indra Gunadharma who was one of the main reasons BBDO bought the Jakarta agency Komunika.
ment into two regions: Asia-Pacific (headed by Mr Digonnet) and India/Middle East (headed by Mr Ishan Raina). Mr Digonnet said this was not a restructuring, but the result of a decision taken to split the region upon the appointment of Mr Pierre Lecosse to the posi-
Tried and true methods right for agencies in ASIAN CRISIS Neither restructuring nor spin
ning off various functions are the
answers to the problems facing ad agencies in the new Asian econom ic reality, according to Euro RSCG Asia-Pacific Chief Executive Officer Vincent Digonnet. Euro RSCG recently reor ganised its Asia-Pacific manage-
tion of CEO of Euro RSCG Europe, in addition to responsibilities as chairman of Asia-Pacific. "We were not that big, so the collapse of a couple of economies was not that severe for us. You have to be pragmatic and flexible. You need skilled leaders in each market, and you need to train
people," he said. Despite the 'old-fashioned' image of agencies remaining true to the tried and tested method of operation and organisation, Mr Digonnet said this approach was absolutely right particularly in times of crisis. "Proof - we won the Dell account, and they are one of the leading clients using direct market ing. We were in competition with direct marketing specialists for the account, but Dell chose us," he said. Euro RSCG believes it is more important to have skilled leaders able to coach staff in particular dis ciplines, but, as Mr Digonnet stressed, there is no harm in sepa rating the strategy function from the execution. "But having a creative func tion staffed by freelancers is not an ideal solution, as an agency is first and foremost a culture. I believe in light structures for speed, simplici ty, and accountability. I don't believe in people who are not accountable," 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: (825) 25772628; Fax: (852) 25769171; E-mail: media@intercon.net; Website: http://www,media.com.hk
LI^SP j iT /* K
O
nce upon a time in the land of
Dada, lived a beautiful girl named
over the globe are married to Eric's family.
had that fresh element which people
So you must abide."
Her father thought it was time she got married, and going by the custom of the
Odbb was at hand to hand over Gwen's
strut their stuff to win her hand.
Dada," he said as he shook Eric's hand. "Please make her happy." Odbb told Gwen that the short time he
to live with the decision," he said. "So
had spent with her was one of the happiest
choose carefully."
moments in his life. Together, they had
Gwen did exactly that. She put her
moved mountains.
suitors through arduous tests. She closely
Gwen thanked Odbb and said sadly,
scrutinised the presentation of brain and
she wished they did not have to part. Odbb
brawn by the five.
thanked Gwen for being so full of the milk
After weeks of keen competition and careful thought, she chose as her partner,
LOVERS
Gwen relented and married Eric.
hand to Eric. "All's fair in love, war and
five. "After all, it is not I but you who have
STAR-CROSSED
Being a good and respectful daughter,
land, shortlisted five suitors who would
He asked Gwen to choose among the
of
the man from Tata. "My other children all
Gwen. She was exciting and nubile and
found irresistible.
A TALE
"This is common practice in Tata," said
of human kindness. He quoted the blessed verse from Paul
Odbb, a man with an unpronounceable
and John: "Let it be, let it be, let it be,
name but unquestionable ability. Plus, he
let it be."
was really fun to be with. She told her father of her decision who
As he kissed Gwen goodbye, he sang the words of Michael as spread by Mariah:
announced it throughout the land and
"If you should ever find someone new,
made preparations for the wedding. There
You know he'd better be good to you-oooou,
was rejoicing, pomp and fanfare.
Cuz if he isn't, I'll be there."
But the union was not to be. Things happened shockingly fast. Her father and mother divorced.
BBDO Malaysia wishes McCann Erickson all the best on their acquiring
Mommy promptly married a man from
the Gateway account through global
the land of Tata.
alignment of accounts.
Gwen's stepfather promptly chose a new bridegroom, Eric, for Gwen. Despite her protests that Eric was not even among the five shortlisted suitors to begin with, her stepfather insisted.
The ads that BBDO did for Gateway after BBDO won the pitch. According to Gateway, they were highly effective.
Need a computer?
Need a computer?
Come to the store where you won't be snappedat.
Then come to the store thatwon't sell you one.
msirtmmwmi
Gateway
,03-2444450
Gateway .1-800-882-185-
Gateway
Freelance. What a weird word for a service that's neither free nor in any way involving a lance. Or indeed anything sharper than a felt pen, keyboard or the wits of a free lance person. Where could such a mis nomer have come from? Theories, as always, abound. Perhaps the most common is that it hails from the age of chivalry. When, like the staffs of today's advertising agen cies, knights pledged loyalty to their Lords in return for pay and perks. But a reckless few wandered off, free to fend for themselves and offered their lances for hire. A plausible enough explanation, I guess, if about as creative as your average slice-of-life householdcleanser commercial. A hardly more inspired but at least more cynical school of thought holds that 'freelance' is clearly a corruption of 'Free lunch'. A grisly reminder of that primeval era when budgets were bountiful, agencies fat and advertising peo ple, particularly those purporting to be creative, were really big lunchers indeed. Also food for contemplation is the idea that the word derives from the name of history's arguably most illustrious freelancer, William Shakespeare. Best remembered for concepts as fundamental to the advertising industry as A
Freelance, anyone? by Deane Johns
Midsummer Night's Dream (now known as Working Late In The Office), As You Like It (Give The Client What He Wants), Hamlet (Happiness Is A Cigar Called), Love's Labours Lost (Win The Award, Lose The Business) and
Akardly more inspired tut at least more cynical school of thought holds that 'freelance' is clearly a corruption of many others. OK, but how do you get from 'Shakespeare' to 'free lance'? Easy, say the supporters of this rather contrived notion. Shake (as in 'shake-off') = free. Spear(e) = lance. No? Maybe acronyms are more your thing. In which case your guess for what F.R.E.E.L.A.N.C.E. stands for would be as good as mine. Something along the lines of Free
Ranging Egomaniacs Ever Lusting After New Creative Experiences, perhaps. In keeping with the murkiness of its etymology, 'freelance' has always been a somewhat dirty word in some circles. Many agencies don't like to use it - open ly, at any rate - lest their clients start wondering why they shouldn't cut all the crap and expense and do their own out sourcing direct. But for agencies that use freelance intelligently to cope with sudden, brief work overloads; to beef-up the strength and diversity of their attack on prospective clients and new campaigns; or even as an out-house (so to speak) creative department free of the overheads and other headaches of an in-house one, it can be an extremely valuable resource. As for us practitioners of freelance, we're much like you people with jobs, only different. We're as motley a mixture of plodders and prodigies, jinxes and geniuses, unemployables and indispensibles as you could
possibly find in any organisation, only we're free of an organisation's downsides. Downsizing, for example, the very thought of which rips like a chainsaw through the zzzzzzzzzs of the salary man, is nothing to us but a buzzword. Voluntarily or otherwise, we freelancers have already downsized to the bone. So that our clients (agencies and direct) pay only for what they get. No margin for 'management', no premium for 'impressive' premises, no surcharge for 'services'. Nothing but a flat-out fee. Agreed in advance if you're smart, and with built-in perfor mance/non-performance rewards/ penalties (like low fee for losing, high fee for winning in newbusiness pitches) if you're even smarter. And that's pretty well all holy Toledo, will you look at the time!? What am I doing sitting here tapping-out this stuff? What are you doing sitting there reading it? You've a business to run, career to build, deadlines to meet and meetings from here to forever. And I, along with every other Tom, Dick and Harry (not to mention Tong, Din and Rajeswari) am supposed to be poised to rush to your aid - here comes that word again - freelance. Call us!
it thus far. In these cases, the agency board is probably written in stone, and any modifications proposed by the production house, no matter how appropriate will probably end up in the too hard basket. Conversely, the agency board may have been sold to an understanding client as a concept board, in which case a lot of input will be expected of the production house to optimise the story. While some clients are flexible and trusting and seem only con cerned about their pack shot, others will look at the agency board through a microscope, take it very literally, and require a detailed rationale for every frame. Also, storyboard frames represent key moments in time the ability to understand a storyboard by mentally filling the gaps between frames and visualising it as a dynamic whole is not a gift that everybody has. Without knowing how the board got to where it's at and how much further the agency thinks it can go, the energy the production house puts into storyboard development and presenta tion can be either a truly rewarding and value adding process, or a mere formality and waste of time. The production house needs an indication of what is mandatory and what is open to interpretation, so that it can work within those constraints. The TV Commercial director must be sympathetic to the needs of the agency. This includes appeasing the needs of the creative team, servicing team and the client, as well as taking into consideration the nuances of the politics and inter-relations between these people, while maintaining integrity to the craft. It is a balancing act, and an important criteria for successful TVC production.
What's the story? For the production house, the interpretation of the agency's storyboard is usually a sensitive issue. It is often more than just a creative exercise, and usually requires an insight into agency protocol and culture. By the time the production house gets a look at the agency board, it has usually already been through many rounds of evaluation, revision, approval, research, etc. The procedure can at best be relatively trouble free, and at worst a protracted series of to and fro'ing between agency and client, not to mention the gamut of approval requirements of govern ment agencies. This distillation process can sometimes whittle down a great idea into the bare bones of a commercial. Creative egos can be severely bruised and servicing staff reduced to grumpy intolerable clones of their own client. The point is that by the time the production house gets a look at the agency storyboard, there has often been much blood sweat and tears to get
A MM 21
Steve Bristow heads Fat Lizard Sdn Bhd, an Animation and Visual Effects production house in Kuala Lumpur
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Naga DDB fights fire APL's new detergent ad banks on "Value for Money" concept from within with Nin Jiom
Ammirati Puris Lintas1 new "Spice Twins" TV Commercial
Malaysians are going through what is possibly the hottest spell in the country's history. It was recent ly reported in local newspapers that as a result of the El Nino phe nomenon, Kuala Lumpur is now the second hottest city in the world. On top of this, the imple mentation of water rationing in many parts of the city which is expected to last till the end of the year has left many Malaysians high and dry. All this has taken its toll on the human body. "Heatiness", a condition which Asians believe is brought about by hot weather and the spicy food they consume is now a serious problem and many peo ple, especially the Chinese, have taken to boiling "cooling water" and other traditional herbal prepa rations to help see them through this trying period. For one healthcare compa ny, though, this is an opportune time to market its product, King To Nin Jiom Pei Pa Koa, as a tradition al remedy for "heatiness". Its advertising agency in Kuala Lumpur, Naga DDB, devel oped a visual-driven print campaign to communicate this message. Created by Ted Lim (creative director), Alvin Teoh (Art Director) and Lisa Ng (Copywriter), this series of three poster/press/magazine ads likens the cooling effect of the product to that of a fire hydrant, a water sprinkler and a water pipe (above). The headline in Chinese which means "Fight Fire From
Given the current economic situation, many consumers are watching their spending and have adopted a heightened sense of buy ing wisely. Ammirati Puris Lintas in recognising the situation, is con centrating on value for money mes sages through quality, versatility or efficiency of brands so as to help Malaysians realise there are brands in the market to help them live within their reduced means. With this in mind, APL has created an advertisement for Unilever Malaysia's Ekonomi
Within" is a reference to the "cool ing" properties the product is asso ciated with. Cool baby!
Saatchi Advertising Sdn Bhd where she served as Senior Media Planner for eight years. With her first introduction into the advertising industry in 1988, Jennie Chen (right) who joins APL as producer, developed an interest in production when she joined People & Rich.
Key appointments at
Ammirati Puris Lintcis Ammirati Puris Lintas Malaysia (APL), announced three key appointments recently. Pauline Choong Yin (top right) joined APL early July 1998 as Media Group Head working on Johnson & Johnson, Walls, Lee Kum Kee and Lego. Choong brings with her ten years of advertising experience in media planning. Choong started her career with KHK Needham Standard Sdn Bhd where she worked as a media plan ning and research assistant from 1987 to 1989. Her immediate prior appointment was with Saatchi &
She then moved on to Bozell and OM Film Productions Sdn Bhd where she served as traf fic co-coordinator and producer respectively. Kevin Sim (right) joined APL Malaysia as Graphic Designer, bringing with him more than seven years of experience in advertising and design. Sim started his career as a designer with William-Harald Wong (WHW) and after two years, took up a post with Batey Ads where he worked his way up to Head of Design. Accounts previ ously handled by Sim include
Handalan detergent. The new "Spice Twins" TV commercial shows a pair of identical twins demonstrat ing the efficacy of Ekonomi Handalan in removing stains. But the unique element in the commer cial is, instead of typically showing how one detergent washes better than other brands, it shows that Ekonomi Handalan is just as effec tive as other more expensive deter gents. The detergent offers 'the same stain removing power but costs less, so why pay more?'
Pauline Choong Media Group Head
Jennie Chen Producer
Kevin Sim Graphic Designer
British Council, British Petroleum, Hewlett Packard, Hongkong Bank, Mild Seven, Alfa Romeo, among others. While studying at the LLS Academy of Art in Kuala Lumpur, Sim won the Silver Award for the Conqueror Corporate Identity Competition and at Batey Ads, Sim was awarded the Bronze Award during the 1996/97 Kancil Awards for devel oping Batey Ads Credentials Kit. He was also a finalist in the 1997 London International Awards.
Now y ou can read ADoi online at http://ww w/dreamworksskg .net/adoi.htm
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FAR EAST OFFSET & ENGRAVING SDN BHD Official Colour Separator For ADoi Magazine
SIZE DOES MATTER
The most popular downsize form is also the smallest. The sachet, once the medium of sampling, is obiquitous.
size packages of their products. Hard-pressed to provide for her family, the housewife can now buy catsup in a foil pack or cooking oil in a tetra brick, costing her a third or half of the price of the regular size. Floor wax now
It's a common sight in the streets of Manila - a motorist or a commuter buying a stick of ciga rette or a piece of candy from an ambulant vendor. In the neighbourhood vari ety store a housewife shells out a few pesos for a section of a long bar of laundry soap or a cup of vinegar. Instead of buying a whole tablet of pad paper at the school store, a student purchases a few sheets. Economically strapped, most Filipinos live a hand to mouth existence, and this practice of buy ing things by the piece enables them to cope with life's pock marked realities. Called the tingi system, it has precipitated manu facturers to come out with down
0.8
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comes in an easy-squeeze plastic wrap, cereals in handy snack-size foil. There are sanitary napkins singles and cookies in twos and threes. Practically anything goes in a marketplace where manufac turers want a piece of the con sumer's peso. The most popular downsize
HONG KONG 4As 1998 CREATIVE AWARDS TALLY
Total
Craft
Best executions
Agency
Gold Silver Bronze Finalist Gold Silver Bronze Finalist
Bates Leo Burnett
3 2
Euro RSCG Partnership JWT JWT Beijing
6 3
7 4
8 2
1
1
3
6
1
1
1
2
4
1 2
7
9
3
1
7
O&M
2
4
12
1
1
Spencer W^ng
2
4
1
1
JWT Shanghai
1
2
5
3
3
M&C Saatchi Saalchi & Saatchi China
1
2
2
1
2
Gallery Ltd
1
2
3
6 3 1 1 1
4
DDB NeecSxm
A US® 26
12 7 19
3
BBDO
8
1
2
DMB&B
Total
36 14
1
1
Scdchi& Saalchi FCB DY&R Bozell Fat Free 2Way Street Dentsu Grant Advertising OgilvyOne
7 1
1
1
1
12
1
21
2
16
1
6
8
5
2
3 1
3 1 3 4 3
2
5
1 1 1 2
27
53
84
2
D
3 1
form is also the smallest. The sachet, once the medium of sam pling, is obiquitous! Almost every kind of personal care product has found a new purpose as a sachet: toothpaste, shampoo, skin lotion, etc. Coffee? How about a single serve packet? While this phenome non is indicative of the country's economic state, it has its positive side. It shows that the consumer is sensitive and not wasteful.
13 1
8 8 5 4 1 1 1 1 9
*
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One of the recent highlights in the Manila advertising scene was the first Agency of the Year awards spearheaded by the 4As. McCannErickson handily won the top honours and was the only one to be a finalist in all five categories: Media, Market Perfor-mance, Industry Leadership and Community Service, Management of Business, and Creative. McCann bested competition in the first three categories while Jimenez/DMB&B and O&M were the respective victors in the last two categories.
On the supplier side, Unitel was named Best TV Production House while Hit Productions copped Best in Audio. Giraffe X was Print Production Supplier of the Year. *
*
*
*
When this magazine's editor, Ham Singh, told me that the magazine's name also meant the Malay word for "Ouch!", I thought it a clever pun. He intimated that some of the articles and columns (like mine) would occasionally stir a hornet's nest and sting some delicate egos. I hope that they have, just to create a lively forum for new ideas and viewpoints. It's been a year since this magazine first came off the press, soon after the economic turmoil that has been plaguing the region. Despite the hard times, it's heartening to see that ADoi! has survived and, from the looks of it, may have even thrived. Congratulations!
Imposing Presentations from
MULTIEXPO SYSTEMS Established in 1982, MULTIEXPO Systems (M) Sdn Bhd pioneered the first mobile exhibition systems in Malaysia as the sole distributor of Marler Haley UK products. Since then, the Company has expanded its sole distributorship of other brands which include Expo Product Display Systems from Switzerland. Under the Marler Haley product range, customers could rent or purchase mobile exhibition systems such as Multiscreen, Bigscreen and Star System. Focussing on Made-In-Malaysia products, MULTIEXPO today manufactures 95% of Marler Haley UK portable systems and related accessories for distribution within Malaysia. The Expo Product Display Systems range of mobile pop-up exhibi tion systems include the popular Expofix, Promofix and top-of-the-range Prestige systems. Not satisfied with merely being a distributor, MULTIEXPO has expanded its supply infrastructure to include a fully computerised Colour Graphics Centre with CAD services. This includes high-end scanning of transparencies and output onto e-stat or inkjet prints - directly from Macintosh workstations from MO, Zip or Syquest drives. These sleek panels can be laminated for an even glossier finish. E-stat is fast and economical - a seven-foot colour poster only takes about an hour to output. Confirms Mr. Tomas Loi, Project Manager, "Large format printing of exhibition panels are designed and produced in-house every day for many clients which include advertising agencies, PR companies and direct advertisers who require sleek exhibition systems.With flexibility in mind, each project is tailor-made to individual needs. For more information on MULTIEXPO products and services, Mr. Tomas Loi can be reached at tel: 03-575 2823.
David Kilburn talks to Shelley Lazarus Visiting Tokyo, Shelley Lazarus, Ogilvy & Mather Worldwide's President/CEO spoke about how the agency is implementing its global strategy across Asia - a region in turmoil, home to a third of the world's population, and where there are enormous disparities in income, as well as profound differences in lifestyles, culture, and religions. Across Asia, Ogilvy & Mather earned revenues of US$ 223 million and ranked fifth among agency networks after Dentsu, Hakuhodo, McCann, and JWT in 1997. What is your strategy for Asia ? Asia is no different for us than any place else in terms of using what is not necessarily a distinctpoint of view, but a distinct approach to branding. Frankly, I think what makes our agen cies in Asia compelling to our global clients is our understanding of the brand and they insist we are used wherever the brand is marketed. When we take over a brand in a new market, we educate the people there in everything we know about the brand from our experiences in other places. The other thing which is somewhat new in the way we practice it is the notion of '360 degree branding'. We try to be responsible not just for, say, TV commercials but say also "Let us help in creating the communication for every point of contact with the consumer."
It's driving the revenue line all the cost cutting has been done - so how do we find the new ideas to keep the business fresh in a world where there are so many competing brands, and everything is much more complex, and people are so short of time.
Where's China in O&M's global picture? It's huge. We have five offices now, and they are booming. The notion 2 or 3 years ago that the Chinese were not going to be moved by brands, that they were much too rational, seems to be nonsensical. We make money in China. We have lots of local Chinese businesses which fuel the growth, it's not just the international clients. How is Asia's turmoil affecting you ? We're in for the long term. It bothers me that the problems are so disruptive for our people in Asia. We're doing very well in China and Japan, and this offsets the problems we face in SE Asia - Thailand, Singapore and Malaysia. You are implementing a global strategy, but are there things that are very different in Asia? Yes, rural marketing programs in India are an example. These are important because in many Asian countries there are large rural popula
•
tions, not necessarily exposed to mass media. This will gives us a real competi tive advantage if we can fig ure out how to make it work with clients like Unilever, who provide so many basic necessities. I've been bowled over by the kinds of ideas that have come forth. One of the ideas is to train sign painters - signs may be the only medium in rural areas. The idea is to train sign painters who will go to the villages and paint signs on the side of huts. The government will support this since it pro vides employment. Advertising in the villages is as sophisticated as painting a picture of the product and its name on the side of a hut. And we will build a whole cottage industry of sign painters as a way of getting advertising messages to the villages. I think there's got to be an economical way to put TV in the villages, we've not figured it out yet, but it would involve advertiser support and the government. Interestingly, population growth is lower in the villages with TV! It is wonderful that at the same as we get more involved with the internet and high tech nology we are also training sign painters. It is part of becoming proficient in delivering a com mercial message through any kind of medium to reach any kind of consumer.
MindShare is developing fast in Asia ... Yes, we're doing MindShare in a lot of places, but only where it makes sense both for our clients and for us. Part of it has to do with whether the coming together of O&M and JWT really makes a difference in the nature of the media offering. Obviously we have more clout, but that's the least interesting part. The real challenge is if we can figure out better, different research tech niques, modeling systems, that can optimize media and audience delivery. If we can take the money we might have spent separately and cre ate something significant and new, then we'll have something interesting to offer our clients, but we're not there yet.
Billboard Buzzwords Here are some of the inside lingo of the outdoor advertising industry: • Approach - the distance from the point where the advertising struc ture first becomes visible to the point where the copy, or wording, can no longer be read • Blanking - a white paper border that surrounds the poster copy area • Coat out - the process of covering a painted billboard ad with white or grey paint before a new ad is painted • Collating posters - billboards made of individual sheets organized in a logical sequence to properly display the advertising message • "C" print - a glossy, four-color print, taken from a transparency that bulletin painters use as a guide to illustration color and composition • Pre-pasting - a technique for applying paste to billboard posters in the plant rather than in the field
And what are the common issues driving your clients throughout the world ? It's driving the revenue line - all the cost cutting has been done - so how do we find the new ideas to keep the business fresh in a world where there are so many competing brands, and everything is much more complex, and people are so short of time. You need to have a new idea every six months just to keep everything fresh. What keeps you awake at night ? It's people. It's always people. I just don't have enough good people to cover everything that needs to be covered. There's just so much opportunity for us, but only if we can find the right people to tackle them. For example, we need to build a significant database marketing capability in Japan - it's not that there aren't people out there - but how do I find just the right people to do this. People are the scarce resource, and that's just as true of the unsophis ticated markets as the sophisticated ones. David Kilburn is a Tokyo-based free-lance magazine writer on marketing and advertising issues.
Name: Norzalia Sham Age: 19 Height: 5'5" Exposure: Oil of Ulan
27H3H1
media3onc ADVERTISING TRACKING Tel: 03-223 1668 Fax:03-223 1633
Count Your
'Creative'
When people would ask me before what it was that I did, I'd tell them that I was a copywriter in the Creative Department of an ad agency, and these would be the sort of reactions I'd get. Some would look at me with a puzzled expression and say: "What kind of a job is that?" "What exactly is it that you do there, dear?" "But there's no future in that, is there?" My father was a staunchly conserva tive CPA who, when he was a 'client', never understood these strange and unconventional art directors and copywriters with strange haircuts and even stranger outfits, singing jingles or enthusing over slogans and acting out their storyboards for a headache pill. So when I chose to join an ad agency, first in the art department and later as a copywriter, he would say and pray, "Must be just a phase. She'll grow out of it." Well, I never 'grew out of it'. But my father, bless him, out grew his disdain of and opposition to my chosen 'artistic' career. In fact, today, after about 18 years working in ad agencies, I can't imagine having done anything else. I cannot imagine being anything but creative. Creativity, after all, is not a job. And it's not a 'phase' you outgrow. It's a state of being, an irresistible compulsion, a basic necessity for life, and, yes, even a happy neurosis. So how do I love being creative and being in Creative. Let me count my blessings. FOUNTAIN OF YOUTH? I believe creativity is a fountain of youth. (Note I said 'a', not 'the') Creative people are the perpetual Peter Pans of the world, refusing to grow up, enjoying an extended childhood and persistent adoles cence whether they like it or not. It is this childlike sense of wonder and uninhibited pleasure in explor ing, discovering and playing which keep us creative, which keep us young. Crow's feet may come traipsing around the corners of our eyes and our joints may start aching from punching up concepts on the keyboard, but as long as we enjoy 'creating', we will never lose our youth. Inversely, as long as we think and feel young, we will never stop being creative. YOU'RE EXCUSED You scream in dreadful agony when you can't find the perfect slogan to
•B28
NEW TVCs FOR JUNE 1998 cap your commercial. Your clients just love slogans, you see. You like wearing 'Sewage Sapphire' nailpolish when you're presenting to clients because it sets off the storyboard's frames nicely when you point to them. You sit at the steps of your building, smoking away and staring into space for hours. You're not daydreaming; you're actually working. You're excused. You're 'creative'. I had a writer who'd ride the business district's shuttlebus around and around all afternoon. And she said it actually helped her come up with concepts for our campaigns. Yes, you can be all of yourself in your outrageous, offbeat, unconvention al glory and it's okay. (Well, most of the time, that is. Depends on your agency or your boss.) You're excused. You're 'creative'. HIGH-PROTEAN DIET Creative people enjoy a healthy diet of interesting personas and are nourished by the ability to reinvent ourselves. I think it's simply because we are more attuned than most people to the many facets of our personalities. The 2-year old child in us, the doting mom, the closet Hell's Angel on mountainbike, the New Age aficionado, the secret poet. We cannot live one-dimensional lives. Creative people are protean beings, possessing the ability to reinvent ourselves and assume various identities when the old one becomes jaded and banal. And it is this knack for polymorphism which keeps us interested and interesting and creative. TIRED BUT NOT RETIRED And when we have spent ourselves slugging and slogging away in the Creative Department of our ad agency, we can move on. Set up a boutique or graphic design studio. Set up our own ad school even. Become an announcer and voice talent, perhaps. Freelance and work on our own time on projects and clients we like. Paint. Be a production designer, a visual merchandising expert, a novelist, a chef, a fashion designer, a musi cian, a film maker, a director, a cinematographer, a photographer. Because no matter what, you can't help being creative. And what a blessing that is! Jigs Javier is the most gorgeous and desirable freelance writer & Creative Consultant in Manila's advertising scene. She is also a highly awarded creative.
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DY&R wins Pirelli tyres business
O&M and DMIB Bhd share 12th Asian Advertising Awards victory!
"a surge of welcome news during the current coma the industry is stunned by", and the result of a three-year courtship of the blue chip tyre brand. It also indicated Pirelli's desire to exert itself in this market despite the downturn. Rishya Joseph, senior vice president and regional managing direc tor, highlighted that DY&R Malaysia is the first within the network of 35 offices in 12 countries to win the Pirelli appoint ment. It is also the first in a world wide consolidation of the business in Asia.
Ogilvy & Mather Advertising recently held an informal luncheon gathering to present the Asian Advertising Awards Certificate received for their Dunlop TVres advertisement, to their client DMIB. >. The Cert for the Dunlop Tyres advertisement is one of two certs won by Tom Freitag, Ogilvy & Mather Group Managing O&M Malaysia at the Director, presenting the Asian Advertising Awards recent 12th Asian Cert to Ng Koon Seng, DMIB Bhd Sales Director. Advertising Awards in Hong Kong. Winning these two awards placed O&M Malaysia as the top Malaysian agency at the event. The Dunlop tyres award topped the print category for motor vehicles/accessories, while the second award received was for Noble House Antiques in the Use Of Small Space category. O&M Group Managing Director, Tom Freitag attributed the win to the excellent working relationship that exists between the agency and DMIB. "Working together with the client as partners has been instrumen tal to our winning work on the DMIB account," quipped Freitag.
Pirelli, the Italian tyre giant, has appointed Dentsu Young & Rubicam Brand Communications as its new advertising agency, after seeing credentials presented by
four agencies. The appointment is with immediate effect. DY&R's deputy managing director, Eddy Chin, who led the credentials pitch, said the win was
ShipWell Shot
The success of
empty
vessels like "Titanic" has grave implications
As this is a sequel to a piece I wrote for an earlier issue of ADoi, I naturally thought of enti tling it 'Shit Well Shot 2'. But as long as the mak ers of the current sensation of the SWS genre, Titanic chose not to acknowledge earlier versions of their saga I thought I'd follow in their wake. Appropriately enough, really, as like a lot of well-shot shit, in movies as in commer cials, this new-wave Titanic is spectacularly un-original. The first movie with the title Titanic, so Leonard Maltin's Movie and Video Guide informs me, was filmed in 1953 with a crew of actors including Clifton Webb, Barbara Stanwyck, Robert Wagner and Richard Basehart. It even pre-empted its '90s namesake by landing an Oscar. Only one, mind you, but significantly for best script. Whereas today's Titanic has been literally swamped with awards for everything else, but nothing resembling a script appears to have survived the disaster. Disaster, as you'd predict of just about any movie with an exclamation point in its title, pretty well sums-up the 1980 British effort Raise the Titanic! Awash with (here comes the Movie and Video Guide again) 'silly plotting and laughable dialogue', it sinks about as low as you can go. The only really great Titanic movie, and
HGIS9I30
the only one original enough (or to be produced by people so lacking in marketing savvy) as not to include the name of the vessel in its title was the 1958^4 Night to remember. A won derful British black-and-white movie with a script by Eric Ambler and actors including Kenneth More, David McCallum, Jill Dixon and Laurence Naismith. No Oscars for it that I know of. But then it appeared decades before Hollywood splashed-out on awards for work from overseas. But I appear to have drifted off course. Let's get back to what should really be called Titanic 2. Or perhaps Titanic Too, in that it's too long, too dumb and too ridiculous for words that such a no-brainer blockbuster (ice-blockbuster, actually) could be hailed as a masterpiece. Not that this is the first time the Academy has voted for cash before creativity. Way back in B.C. (Before Computerization), the 1959 remake of the overblown epic Ben Hur captured such a chariot-load of votes that its star, Charlton Heston, one of the few leading men in .Hollywood less animated than the statuette itself, won the Oscar for Best Actor. Don't get me wrong. I'm not anti-money. Nor am I, though Lord knows I have every cause to be, envious of all this success and largesse. It's just that I hate to see songs of encouragment
for this sinlz-or-swim business of ours. for the shit-well-shot school of creativity. And now that a studio splashed out US$ 200 million on nothing but celebrity casting and cutting-edge production tricks and netted a billion gross, who knows how much grosser things could become? An Oliver Stone conspirarcy follow-up proposing that the 1912 sinking of the Titanic was not just a series of tragic errors but an attempt to start World War 1 two years early by a master of disguise named Eisberg? A TV commercial in which thousands of unfortunate shipwrecked consumers fight for lifeboat space in a thirst-come, thirst-served frenzy where half are condemned to ice-water while their shipmates are saved by a well-known brand of soft drink? See? The success of empty vessels like Titanic has grave implications for this sink-or-swim business of ours. Because once again it raises the dreaded question: who needs great ideas when you can get lucky and scoop the pool with nothing but Shit Well Shot?
ring to run the current ones a lot longer than they were designed to. The record industry is showing much lower sales and in some cases, as much as 80%. Recording artists are going to have to examine their lifestyles as they are get ting a double blow from decreasing demand for concerts and dinner shows, where they traditionally make their money. So, the question is, what does one do in times like these? Recently, the Minister of Culture announced that there was going to be a reduction in the number of foreign entertainers in the 'live' music scene so as to create more jobs for locals. With all due respect to the Hon. Minister, it is going to take a paradigm shift for many people in the music industry in order to fill that demand. All that prosperity that we enjoyed came with the masking of many lacks. In the old days, the music industry had little to offer other than playing in bands and doing all kinds of gigs rang ing from Sunday tea dances to stints at the best discos and night clubs. The recording industry was at its infancy and jingle writing was done by a handful seeing that local advertising allowed foreign sound tracks to be used. So, to survive as a musician, one had to actually play an instru ment and be proficient enough at it to earn a liv
In the old days, the music industry had little to offer other than playing in bands and doing all kinds of gigs ranging from Sunday tea dances to stints at the best discos and night clubs.
THE BEAT GOES ON These days I am comforted by the fact that I am not the only one being hit by the recession and there is a kindred sprit that comes from collec tive suffering. The whole music industry is feel ing the bite of this downturn. The popular belief is that people need to advertise in good times and in bad which may or may not be true but our jingle industry doesn't survive on media spend but rather on the creation of new commercials and advertisers aren't making as many as they used to, prefer
ing, believe it or not. Technology has made it now possible for a new kind of musician to emerge where an ear for music can make the need for real 'chops' redundant as the computer can make up for the lack. That is why you find many 'musicians' who have never done things the hard, 'pay your dues'way, doing well in the studios and it is sad to note that it is also true for those involved in Advertising. They never worked as 'musicians' in the traditional sense. It has long been the lament of many performing musicians that there are so few young musicians and singers entering the business preferring to head straight for the studios or angling for recording contracts before actually developing their talents. No one argues that the money is better but I wonder what they'll be doing now that the market has shrunk. Maybe more of them will come out of their studio enclaves and form bands and we may yet see the resurgence of 'live' music. Whereas a lot of us derive our income from advertising, I can't help but wonder how many dreams were snuffed out by the lure of the almighty dollar. Where's that book you always wanted to write, or that script for a movie, or that art exhibit, or that feature film you wanted to do before you were distracted by the dollar sign? As for me, you'll find me pursuing my plan B at All That Jazz @ Grubz, Wisma UOA, Jalan Dungun, Damansara Heights.
Citizen Nodes speaks on advertising When Michael Jackson called off the second of his Pepsi-sponsored concerts in Bangkok complaining of dehydration, Coke took out a full-page in the Bangkok Post and ran an ad which read: Dehydrated? Have a Coke. When pressed for comments on the rival's ad, a Pepsi spokesman was quoted as saying: The ad is as distasteful as their drink! That was in 1995. A year later, Pepsi gave Coke a taste of its own medicine. Coca Cola was the official drink of the World Cup Cricket which was played in 16 venues in three countries India, Pakistan and Sri Lanka. While Coke spent millions in associating itself with the tourna ment, Pepsi came out with its own slogan: Pepsi - nothing official about it.
sent 'cease and desist' letters from the solicitors acting for the Lausanne-based ISL. Once the letters started flying, those who had associated themselves by using the words "World Cup '98" were soon scampering around looking for other words and phrases so as to avoid legal action. But from what I am told, the damage had already been done and ISL is now seeking compensation. The reason for the ISL's ire is understandable. While organisations paid as much as RM100 million to be associated with the greatest football show on earth, a handful chose the easy way out - go to hell with royalties and contracts and we know how to get around it. But getting around trademark, passing off and copy right laws is not easy as it sounds. However, the pertinent ques tion the advertising industry should answer is: Even if the clients were ignorant of such laws, is it not the duty of the advertising practitioner to point out the risk of stealing intellec tual property? I have talked to people in the industry and almost all gave identical replies: If that's what the client wants, we will do it for them. The advertising practi tioner would definitely turn down a client who wants to recruit convicted felons for a bank rob bery and yet is still willing to aid and abet some one who has little or no respect for intellectual property. Why the discrepancy in the policies? Perhaps, the advertising industry wants to see itself as the judges of the ethics and morals of its clients without giving similar weightage to the products or services of the client. I am not preaching how advertising
I am not preaching how advertising practitioners should do their jobs, but they should pay serious attention to laws and regulations. The cola war is still being fought on several battlegrounds around the world, but it has been a war without bordering on breaking the law. The recently-concluded World Cup in France will see a different kind of war - in the courtrooms. They will not be between rival com panies but between the FIFA-appointed market ing agents, ISL Limited and a number of organi sations which used or to put it correctly, mis used and abused the name of the tournament. A week before the tournament started on June 12, at least two Malaysian companies were
practitioners should do their jobs, but they should pay serious attention to laws and regulations. Should time and effort be put on creativity to work around the law or should practitioners be straightforward and tell the client that he or she would get into trouble with the law? Where is the element of self-regulation which the leaders in the industry have been talking about? Where are the so-called creative people when lawyers' letters land on their clients' desks? The easy way out is: The ad was approved by the client. But how many of them would have said: I sought expert opinion and such an ad would get you into trouble. Everyone wants to be in the good books of the clients. But there comes a time when one has to tell himself - I am not in a popularity contest. I am here to give my best in the inter ests of the advertiser and his target audience. Time has come for the industry to respect intel lectual property rights. If it does not do so, it is likely to spend more time in court rooms than working in the interest of advertisers and the public at whom the advertisement is directed at.
R. Nadeswaran is an award-winning journalist who wrote on consumer and human rights issues. His popular Citizen Nades column ceased after he left for the United Kingdom in 1996 to read law. He obtained his law degree at the Anglia Polytechnic University and completed his barrister's course at the Inns of Court School of Law in London. He is also a research associate with the Anglia Sports Law Centre in Chelmsford, Essex and is currently researching for a book on advertising laws in Malaysia.
Presented by Cheong Mei Foong, Group Account Director, FCB Malaysia.
This is the key learning from a recent consumer insight study con ducted by FCB Asia Pacific. The current economic situation in this part of the world means that it is simply NOT 'business as usual'. Rather than be caught helpless in the tide of sensationalist economic and social opinion, FCB Asia Pacific decided to find out what this really means for their con sumers. They recently completed a 'grass-roots' study into the real effects of the current crisis on the minds and moods of consumers in 10 countries across the Asia Pacific region, covering over seven hun dred people in 80 sessions. As one would expect, it is NOT 'lives as usual' but not neces-
Asia has lost its
Innocence
unexpected things. Information that directly affects how they should be marketed to and what communications should, and should not say. Some of the more provoca tive discoveries from the project: ABOUT CONSUMERS' LIVES There is clearly some anxiety but there is also optimistic behaviour. Consumers are worried about the
ABOUT THE ECONOMIC CRISIS Of course it's a crisis .... if that's what you call it. The consumers are not blind to the 'hidden' opportuni ties and we should not be either. There is a fascinating balanc ing act the consumers go through, weighing needs versus wants. What constitutes a need may surprise you. For example - lipstick and cosmetics are seen by many to be a need.
to local brands but being patriotic stops if it means giving up what I like. Also, consumers realise that buying local sometimes means buy ing poor quality. They will buy local as long as they are convinced that they are still getting value for their money. The findings from the 'Loss of Innocence' study have since been presented to FCB clients and business partners across the
There is clearly some anxiety but there is also optimistic behaviour. Consumers are worried about the financial situation but their behaviour is not predictable or consistent with this worry. sarily for the reasons, or in the ways you might expect. The findings are quite sur prising, challenging some of the macro views commonly held and offering further insight into the anomalies that have, until now, remained inexplicable. Why are most Asians surprisingly positive in the face of such apparent upheaval? Why are some cate gories of goods and services charg ing on whilst others are faltering? Are brands still important? Using MIND & MOOD, FCB's proprietory tool to capture and gauge what matters to con sumers, we learned some wildly
financial situation but their behav iour is not predictable or consis tent with this worry. They tell us that the effects of the crisis on them have been selective. By and large, consumers believe that they are still doing what they want. There is a surprising, large, and rather hushed view that there are good and positive aspects to the current financial situation. Many consumers believe that the econom ic crisis has restored an appreciation for things of the heart such as the family and the environment. 'I realise now that I do not need a lot of money to be happy' is a typical sentiment emerging from consumers.
Public relations, the poorer cousin???
factor. Advertising costs/revenues are usually in millions or hundreds of thousands of ring by Indira Nair git. Buying space in media - such as newpapers, television Recently, I was asked an inter and radio - costs a lot of money. esting question which I thought I'd Whereas public relations costs/rev use as the basis for my article in this enues are relatively lower. Often issue. The question: Generally when an integrated communications speaking, advertising people regard programme is presented, the public PR a poorer cousin in the general relations costs will be one-third or scheme of things with regards to the lower than the total costs. The per marketing effort. Is there any ception starts gaining momentum. action which is the true domain of PR is cheaper. PR and cannot be resolved by advertising tactics? But advertising and public relations are two different modes of To my fellow communicators communication. The starting point in advertising: Own up, I know many should be: What are the end results of you have often thought of us TR we looking at achieving in terms of people' as the frills. The icing on the communications? What are the cake. Free publicity. The pretty girls. right communication solutions? The meet-and-greet bandwagon. And here's my favourite: Buy one Having looked at the big pic (ie advertising space), get one free ture, FIRST, then we can move on (public relations)! to who does what. Advertising is what you say about yourself while But really, why is there such a public relations is what others say perception? It starts with the money
Mil
V
ABOUT BRANDS Through the study, we discovered what we term as Asia's 'Loss of Innocence'. Consumers are sometimes buying less but they are always buying smarter. Buying quality is more important now, not less important. And everyone knows consumers are trading down but they are surprised to find many second tier brands indistinguish able from the first tier brands. We need to play this correctly whether we offer first tier or second tier products. Nationalism is not what you think. Yes, there is talk about a shift about you. Let's look at the recent advertising campaign on Malaysia which was titled: "Malaysia, Bullish about ...."It would have been good if we had supported the campaign with a well planned and carefully thought through public relations campaign. Here's an idealistic approach: Phase 1: - Identifying key, credible spokespersons. Comprising gov ernment officials and long term investors in Malaysia. - Identifying key messages. - Spokesperson training on presentation skills/media handling. - Preparation of information kit (This could be worked jointly with advertising). Phase 2: Influencer programme conduct ed in key target markets. Prospective investors invited to Malaysia to see for themselves the investment climate, meet with senior government officials,
region. Many of those who have seen the study have been motivat ed to hold similar sessions but this time, focused more specifically on the issues facing their brands and products. There is no doubt that the current economic crisis is a time of transition, a shift from the good old days of crazy consumption to a more sober, more serious consider ation of purchases by the con sumer. It will be interesting to see who will emerge a stronger and bigger brand as a result of the tough times. What will the con sumer do next?
meet with investors, etc. A similar programme to be imple mented for key, taigetted media. - Supported by informative, edu cational advertisements. Phase 3: Editorial coverage on success stories. i - Advertising on success stories. Consistency and constancy are two key elements in any com munications programme. An arrow shot in the dark could land any where. But a planned communica tions programme implemented in a targetted manner will produce results. Let me end with a quote from Jack Welch of GE in Control Your Own Destiny: Real communi cation takes countless hours of eye ball to eyeball, back and forth. It means listening more than talking... It is human beings coming to see and accept things through a con stant interactive process." -
creative
â&#x20AC;˘leas
isurrected from the a nostalgic trip dowr if it survives then w of garlic when you ^ our clients' brands
PP
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Worst of times is best of times to build brands!
rrn=H_f=*Hjsif=*ri VIDEO HlUflROS
By Kevin Roberts, CEO, Saatchi & Saatchi.
Cheong Yuk Hoy, Best Cinematography (abovej Paul Loosley, Best Director & Best Experimental. Video (left)
1998 Malaysian Video Awards Gold Winners BEST TV COMMERCIAL Petronas Lee Yen's Best friend Winner: Abdullah Sard (Cinequip) BEST DIRECTOR Sime Tyres Weather Winner: Paul Loosley (Axis Films) BEST PRODUCTION DESIGN Sime Tyres Weather Winner: Kek Ting Lam (Axis Films) BEST SCRIPT Majlis Kanser Nasional Nor Farhana Winners: S.P. Lee (FCB) & Syed Farouk Aljoffery (Planet Films) BEST CINEMATOGRAPHY Sime Tyres Weather Winner Cheong Yuk Hoy (Axis Films) BEST EDITING Sony Z1 Handphone Hero Winner Terrence Manuel (Razor Edge) BEST SPECIAL EFFECTS (POST) Sprite We know who we are Winner: Lee Lay Chin (APV) BEST ANIMATION (2D CELL/ STOP FRAME) Sony Discman Maximum Shock Winner: Lau Kim San (VHQ, KL) BEST 3D ANIMATION (CGI) Petronas Mach 5 Proof Winner: Tim Grass (APV) BEST GRAPHICS (STATION ID/ OPENING & CLOSING TITLES) AIM '98 Opening Montage Winners: Ken Yap, Khor Swee Aik & Chan Moon Chong (VHQ, KL)
BEST SOUND EFFECTS/ SOUND DESIGN
Dreamer Winner: Lee Chan Choong (VHQ, KL)
BEST DOCUMENTARY Transit Years Winner Ben Rongen (The Good Word) BEST CORPORATE/ MARKETING VIDEO Esso Heartbeat of Malaysia Winner: Joe Hasham (JHA)
••1^34
BEST MUSIC (ORIGINAL SCORE) Drama series Kopitiam Winner: Douglas Lim (NIB produc tions) BEST MUSIC VIDEO KRU Fanatik Winner: Saw Teong Hin (Fringe Films) BEST PERFORMANCE IN A TV COMMERCIAL Jolly Shandy The Lift Winner: Caro Khoo BEST EXPERIMENTAL (AMATEUR) ANIMATION OPEN Drink and Drive Winner: Soh Wuu Shyong BEST EXPERIMENTAL VIDEO (AMATEUR) - BELOW 18 YEARS OLD Why is it so Winners: Ben Rongen and Workshop Kids
BEST EXPERIMENTAL VIDEO (AMATEUR)- ABOVE 18 YEARS OLD Title: Saying Goodbye Winner: Bernard Chauly (Director)
BEST EXPERIMENTAL VIDEO (PROFESSIONAL) Webern Winner: Paul Loosley (Axis Films) BEST EDITING (ASEAN) Anchor Beer Wedding Winner: Warren Klass (VHQ, S'pore) BEST DIRECTOR (ASEAN) Sony Z1 Handphone Hero Winner: Farouk Aljoffery & Jamie Quah (Planet Films) BEST ANIMATION (3D CGI/2D CEL/ STOP FRAME) - (ASEAN) Sony Discman Maximum Shock Winner: Lau Kim San (VHQ, KL) BEST CINEMATOGRAPHY (ASEAN) Raffles City Winner: Keong
For global brands in Asia, there has never been a better time to build and expand brand presence in Asia. The new buzz words are consolidation, rationalisation, restructuring. This is a conserva tive response and is actually great news for idea-driven companies with vision who want to expand their Asian markets.
reach and frequency during a recession is available at around 30% of the pre-recession cost. The competitive vacuum created by a recession makes it the best time to launch new categories or brands. Launching in a tight margin recessionary environment encourages the discipline over unnecessary costs and strict inven tory controls.
Finding the inverse We are bullish about Asia. Old thinking/new thinking Advertising spending - a key indi Many companies are cutting costs, cator of economic confidence - will reducing price, stopping product continue to grow impressively in launches introducing third tier Asia. Saatchi & products, cutting Saatchi Worldwide's brand support, 50%-owned media Brand building during focussing on company, Zenith problems and a recession is easier Media, is predicting reacting urgently uninterrupted local because competitors with lots of meet currency growth of ings, lots of will be cutting costs Asian ad spend to memos and lots of $88 billion by 2000, controls. down only $2 billion We believe the winners from projections made in will be those who stop talking, December 1997. And I am predict stop meeting and start acting! ing that China will be the world's There's never been a better time to largest advertising market early in invest the new millennium. (It'll be the Acquisitions have never been biggest beer market then too.) cheaper, and investments will not No single expansion strategy offer such great value for long. The will work for all of Asia. Asia is made up only proviso - make sure your tar of many separate and distinct regional geted investment vehicle has markets - China (or indeed the eight strong free cash flow. We believe Chinas), Japan, Taiwan, Korea and the that the size of the correction in Asean countries. Asian markets has amplified the Recession as opportunity depression in confidence unjustifi The companies that will make the ably. Asian business people and most of these opportunities under consumers appreciate loyalty. They stand that recessions offer the best will remember companies and opportunity to build market share brands which show commitment and enhance their brands. Hewlett during difficult times. Packard for example, a global Be revolutionary Saatchi & Saatchi client, has There are temporary setbacks in all affirmed Asia's role as the compa great success stories, and Asian eco ny's major production base as it nomic development is no exception. prepares for major growth in Asian Asian economies have some serious computer sales over the next two structural financial problems, but years. Procter and Gamble, the I'm confident that they will resolve world's biggest advertiser, is them with the same collective intel upping ad spend in China, opti ligence, energy, enterprise and mistically building considerable ambition which has pushed them momentum for the long term. forward so impressively during the Brand building during a past twenty years. recession is easier because competi I've seen it happen. I was part tors will be cutting costs. When mar of the economic revolution which gins are squeezed by a sluggish econ took the New Zealand economy from omy often the first place the knife the brink of bankruptcy in 1984 to goes to is the brand marketing bud being one of the world's most open get. Such short sighted cuts to mar and vigorous developed economies keting investment only open the door today. New Zealand was liberated by for competitors with a longer vision vision, ideas and a rigorous commit to take up your market share. ment to revolution. This too will Brand building will also continue to happen in Asia. become much cheaper. Media own ers cut media costs and the same
ALL IN ONE HANDBOOK ON THE MALAYSIAN AD INDUSTRY! Leading Malaysian Advertisers • Advertising Agencies • Advertising Agencies & Counselors Media Specialists • Booking House • Direct Marketing • Public Relations • Event Management Market Research & Analysis • Audio-Visual, Film & Video Production • Film Production Support Services Editing Houses • Animation Houses • Post Production • Recording Studios • Voice Talent Musicians • Photography Studios • Aerial Photography Specialists • Digital Photo Imaging • Stock Houses • Advertising Tracking • Talent/Model Agencies • Illustration & Design • Design Consultants • Writers •Translators • Typesetters • Colour Separators • Colour Labs • Paper Distributors • Printers • Premiums Newspapers • Television • Radio • Film Importers/Distributors • Cinema/Video/Audio-Visual • Outdoor Other Media • Signs & Neon Signs • Web Publishing • Advertising Bookstores Advertising Associations /Authorities • Advertising Schools • International Advertising Awards/Bodies
Let these be the judge of where to now place your Bahasa Malaysia and Chinese commercials
It's vernacular radio like you've never heard before! ERA and MY - two new FM networks from AMP. ERA is an upbeat interactive network dishing out the latest in music trends for an urban Bahasa Malaysia speaking audience. MY is a Cantonese/Mandarin network offering a fresh outlook on good music and great company. Our other stations, as you know, speak for themselves: • HITZ - hits 24 h ours a day for the younger psyche • MIX - a better variety for the discerning • Light & Easy - the perfect anti-dote to stress Doesn't it all sound like music to your ears?
29
J/1Mfl R A D 1 O
MIX 94.5
NETWORKS
LIGHT
easy 105.7
v
AIRTIME MANAGEMENT & PROGRAMMING SDN BHD (403472-D) 2nd Floor, All Asia Broadcast Centre, Lebuhraya Puchong-Sg Besi, Bukit Jalil, 57000 Kuala Lumpur. Tel: 03- 583 8888
Fax: 03-583
Xugust/September 1 CDN NO: PP 9995/8/97
BAYARAN POS JELAS POSTAGE PAID KUALA LUMPUR MALAYSIA NO: WP 0071 'In this age of 'added value' Golden Star Media's USP is their integrated campaign offerings. Besides brand building via spot buy, sponsorship and programme feeder, brand awareness can be extended to brand presence and hence brand trial at their outlets with merchandising and self-liquidating campaigns. Their 'money cannot buy' packages where contest winners get exclusive invites to live entertainment events or visit Asia's biggest studio at TVB City are valuable prizes advertisers can use to entice consumers." Mr Raymond Choong - Account Director Peter Beaumont & Friends Sdn Bhd
"The Chinese market segment is very important for us. When we signed up to do TVB video advertising two years ago, there was only 7% awareness amongst TVB viewers of our brand. But the latest 1998 "Despite the present economic climate, some of my multi-national clients are still focussing on
research results revealed a 97% advertising awareness level!" En Ahmad Khalid - General Manager N. Marketing & National Operations Telekom Cellular (Mj Sdn Bhd (TM Touch)
brand building. To reach the Chinese segment, I use TVB Video to enhance my TV campaign. The reach build-up may not be immediate, but the cost-efficiencies and added GRPs make up for it. Golden Star's tailor-made packages like video-cassette cover presence, self-liquidating promotions, contests, and prizes like 'Have dinner with the Stars' are attractive for advertisers looking for added value in these hard times. " Ms Betty Tan - Media Director Dentsu, Young & Rubicam Sdn Bhd
HOW GOLDEN STAR MEDIA IS HELPING ADVERTISERS TACKLE THE ECONOMIC CRISIS BY THINKING OUTSIDE THE BOX
"Previously I had problems substantiating TVB Video to clients as there was no research feedback and its perception as a 'medium for non-working housewives'. But since they launched VideoPro research two years ago, justification is easier. Video is actually an in-home family entertainment medium watched by a large working population. And by introducing the CPM Guarantee plus flexible integrated packages, it's great for my clients who demand a medium that delivers beyond just media ratings." Ms Tan Sio Chian - Media Director Leo Burnett Advertising Sdn Bhd
"We are so confident in Halls as it provides 'vapour action' to soothe the throat and we recently launched Halls Sugarless Sweets through Golden Star Media and capitalised on the integrated marketing opportunities offered to us. Besides strong media frequencies which created brand awareness, we ran a self-liquidating exercise in 350 Golden Star outlets introducing the product at a special price in combination with tape rentals to induce product trial. Our stocks sold out in two weeks!" Ms Angkana Pitaknarongporn - Marketing Manager Warner Lambert Co. (M) Sdn Bhd
"In these difficult times we need to think beyond the norm and stretch our advertising spend above conventional media choices. Through Golden Star Media we maximised our cost-efficiencies in reaching the Chinese audience when used in concert with national television. Our spot buys on TVB Video were supplemented by selling our products at Golden Star Video outlets at no additional cost giving instant distribution to non-traditional outlets. During our iast two self-liquidating campaigns at their outlets we sold out!" Mr Foo Yoke Mun - Senior Product Manager Eveready Battery Company (M) Sdn Bhd
TVBI
THE POWER OF TVB VIDEO ADVERTISING IS HALF THE STORY... TVB is the largest Chinese entertainment producer and supplier in the world and Golden Star Media Sdn Bhd is Malaysia's exclusive media representative of TVB Video Advertising. Despite media proliferation, TVB Chinese video viewership registered an increase of 9% this year totalling 1.9 million viewers making it a growing medium with a equal balgnce of mole gnd female viewers. 55% of TVB Video's viewers ore working adults who watch an average of four tapes a week. Viewers not only enjoy the convenience of easy access with over 700 authorised outlets nationwide but they also receive a constant flow of fresh new Seriol releases - 12 months ahead of all free TV and pgy TV stations!
3285
2192
All statistical data presented here is sourced from VideoPro, SOFRES FSA
70 _
60 -
50 _
% 40 -
30 _
20 _
Other W. Collar
Skilled & Unskilled
Student
Housewife
Others
55% 10 -
1998
There's sexual equality amongst TVB Video viewers! TVB Video audience grew faster than increase in Chinese population!
55% of TVB Video viewers are professionals, managers, executives and businessmen or PMEBs plus other white collar and skilled/unskilled workers.
TVB VIDEO PROGRAMMES DRAW THE CROWDS EVERY TIME (Cumulative reach for viewers aged 15+ in Peninsular Malaysia)
Secret Of The Heart (1,229,000 viewers)
Old Time Buddy (909,000 viewers)
Ms Hong Kong Pageant 1997 (457,000 viewers)
The Demi Gods S^Semi Devils (921,000 viewers)
A Kindred Spirit (533,000 viewers)
TVB Anniversary Special 1997 (483,000 viewers)
...THE OTHER HALF IS < TVBI
MSA»i:«tt§ + f-y = RM 8.00
Colgate Palmolive - Optima Promotion plus Video Cassette Covers
TVB Video advertisers think outside the box, with one-to-one marketing ideas at over 700 TVB authorised outlets nationwide! for virtually no additional cost)
TVBI
Kao Attack Si^Magiclean Self-Liquidating Promotion In Video Outlets
SUMS'
"""at
Save
n.
ifI#
Eveready Promoion Display in Video Outlet
Halls Sugarless Promotion - Video Outlet Shop Front Merchandising Display
& Eye-Catching Fully Branded Video Cassette Cover Designs
Below-the-line promotion - HALLS Decoration Contest In Video Outlets
OUR ADVERTISERS WHO BUILD BRANDS WITH US: Procter & Gamble • Dutch Lady • Colgate Palmolive • Unza • BP Malaysia • MTC Marketing • Unilever National Panasonic • Eveready Battery • Cerebos • Dumex • Telekom Cellular (TM Touch) • Carlsberg Sharp-Roxy • Lee Kum Kee • Warner Lambert • Yeo Hiap Seng • Guinness Anchor • Johnson & Johnson EAC • Kao • Bausch & Lomb • Hong Kong Tourist Association • Slumberland • Reliance • Bionax
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It's time you evaluated where you are spending your advertising ringgit. When you advertise through Golden Star Media you are getting more than media performance. You are brand building. Because we offer you brand awareness, brand trial, leading to repeot purchase and finally brand loyalty. Our integrated marketing packages allow you to merchandise, sample and place your products in over 700 dedicated TVB outlets nationwide! All at virtually no additional cost to you. In fact, more than thirty leading Malaysian advertisers use us to tap the lucrative Chinese market. Can you afford to ignore us? For an obligation-free presentation, contact Golden Star Media at 03-719 2788, fax 03-718 0913 or e-mail gsmedia@po.jaring.my
GOLDEN STAR A<JMEDIA (Co No. 156902-x)
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