Adoi Malaysia 2001 August Issue by Sledgehammer Communications (M) Sdn Bhd

Whatever you want t o say, we'll p u t it on-screen. This way you g e t t h e f r e e d o m of delivering your m e s s a g e however you want. And w e can g e t away with it since w e can engineer your advertising in any way you want, almost like having a tv station b e l o n g t o you. Curious? G o o d .

Find o u t how you can treat a tv station like you own it by calling Brand Energy a t 03-255 1177.

Brand Energy is affiliated to Natseven TV Sdn. Bhd. (323221-A)

Notes from the editor Have you heard of the 90 day syndrome? This is a malaise that's affecting

Malaysia. And our industry has not been spared. I'm talking about not getting your bills paid on time. Have you dealt with clients who take it for granted they have 90 days to pay their bills? In fact, when you call them for payment they assume it is their God-given right that you should wait 90 days to see your money. Some will even scold you for asking for your payment any earlier. Can someone tell me what this is all about? Is this some new legislation parliament has introduced that I'm not aware of. Because those who are not paying up on time actually think that this is almost legal. This can't be legal. Try telling a bank you'll delay payment by 90 days and see what happens. They'll probably take you to court. Why have we delayed the progress our industry's cashflow system by 90 days? Who started all this in the first place? Whatever the reason, one thing is for sure. We have a self-imposed delay of 90 days when to comes to running our business. If we can bring this payment procedure forward to say 30 days, I can assure we'll be out of any economic slowdown in a flash. In the meantime, we can all tell our staff their salaries are delayed by 90 days, because that's just the way the system works. So short of sounding like a broken record, just remember AFTA is around the corner. And your cheque is in the mail (of course). Since I'm on a roll here, there's more shit I need to get off my liver. First, I must confess I have a very big ego. But not as big as when I was working in an actual ad agency. Because when I quit the business full-time and started my own business, I spent about six months downsizing my ego so I could actually talk and act like a normal human being. I thought I was an exception to the rule, but the truth is more frightening. Some ex-ad people have been trying to downsize their egos for years now but to no avail. Ask an ad professional to start his or her own business today and they'll face the same wrath from the real world out there. Quitting the ad business was a sobering experience, but what really haunts me is why our industry is such an ego world. Isn't there a better way to work or live? What makes ad people so 'Godly' that the whole world should owe them a living? We got to get off this high stool and relook at ourselves before it is too late. As in the words of Martin Sorrell, "or else heads will roll." And you thought you were God! And finally, talk about talk. I hear many people in our business gripe, bitch and bad mouth like it's going out of style. By the way, they also do it very eloquently. So I have a constructive suggestion. If you have the *****, write us a letter and we'll be glad to publish it, and please put your name to it. Not like the anonymous writer who once dared me to publishing a potentially damaging letter about some people and I published it - the writer has yet to come forward. In this day of open communications, we still live in a world of cowards. Wired cowards, I may add. Respectfully,

What's new in this issue...

HIGHLIGHTS

Creative Coincidence

Pg 12

I Robot

Pg 12

This Business called Menage-a-Trois

Pg 18

Lost in Time and Space

Pg 18

Fair-Weathered Specialists

Pg 20

Marketers who have Money to Burn

Pg 14

Promotion Marketing Awards of Asia 2001

Pg 24

Events

Pg 25

Print and Design Awards

Pg 26

Wins

Pg 36

Moving up the Ladder

Seeing a World of Possibilities in Outdoor.

Pg 29 & 38

Pg 4

Waily Olins puts Advertising in its Place

Pg 18

Niko Walraven is Making the Online Sale Happen

Pg 22

An Interactive Time with Adi Ignatius

Pg 28

MANAGING EDITOR: Harmandar Singh aka Ham PRINTER: Far East Digital Prints OFFICIAL PHOTOGRAPHER: Jen Siow WRITER: T.Sivananthi DESIGNER: Lew Yin Lee COLOUR SEPARATOR: Far East Colour Separation ADVERTISING ENQUIRIES (Fauzia): Sledgehammer Communications Sdn Bhd 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr. Ismail, 60000, Kuala Lumpur Tel: 03-7726 2588 Fax: 03-7726 2598 E-mail: fauzia_bh@asiaone.com Mobile: 016-337 5155 DISTRIBUTION: Efficient Lettershop, Mag Media Distributors HOUSE FONTS - FF EUREKA & BUREAU GROTESQUE: alt.TYPE. 32 Pekin Street, #0301 Far East Square, Singapore 048762 Tel: 236 2988.

ADOI magazine is published every month by Sledgehammer Communications Sdn Bhd (Company No: 289967-W) 22B Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur. Tel: 603-7726 2588. Fax: 603-7726 2598. ÂŠ All rights reserved by Sledgehammer Communications Sdn Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

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Get Out of the Box and I Using the great outdoors as his landscape, Ruslan Abdul Rahman is creating new sights and scenes - on billboards, on buses, on trains. Outdoor is a medium that lives, breathes and moves with the people - it is very much on-theground and interacts with people at the grassroots. Nevertheless, it is still a medium that makes a huge impact and a big impression. The effect of a (150ft x 30ft) billboard is unmatched by anything else - if you've ever seen a Virginia Slims ad (the ones with the attractive blondes reposing against the sky) you'll know exactly what I'm talking about. What about the times that you've strained your neck, trying to glimpse what made the LRT trains so colorful? Herein lies the attraction of outdoor advertising: it is the rare medium that enlivens those dull moments when you're agonisingly stuck in traffic, or when waiting for a light to turn green, or while lining up for a bus/taxi or when on a long drive to a distant destination. Struck by the immense outdoor experience, ADOI talks to Ruslan, the CEO of UPD Sdn. Bhd. who tells us what it's like out there.... What's so exciting about outdoor? Let's face it, Times Square is what it is because of how the

outdoor ads shape the look and the feel of the place. Just like Central Tokyo and Neon, Las Vegas. Outdoor is also very challenging. It is all about strategic sights and locations where the clients want to place their ads. It's not only about managing a space that's already there. You could have very strategic locations and sights which you might have missed for years. So it's about managing inventories that are there and inventories which are not there - you have to create them. How do you go about getting a particular location? Getting the spot is very exciting - whether the owners would like it to be taken up and whether the authorities would allow it. It takes a lot of legwork and organisational skills and contacts with the local authorities. If the client loves the spot and site he'll pay for an ad to be placed in a strategic site to be placed, they want the site for 3 years or 5 years. Using outdoor is about getting

out of the box and exploring the outdoors! How do people generally regard outdoor? Outdoor has never been included in the traditional total media-mix and the industry has to rethink how outdoor advertising would work for them. It is at crucial times like this that the clients have to look at their choices and outdoor is the most cost-effective medium. It has tremendous potential for the client to be visible in the market and allow the brand to be remembered. Any client, at this time, has to think how effective their chosen medium is and how to stretch the dollar with the medium. How did you get out of doors? I have been very mobile and I like taking up challenges - I've come a full circle. After graduation, I was so keen to get into advertising, and I got into Hakuhodo it was a medium-sized agency you get to learn a lot. Within a short time I got to learn about advertising and what it takes. The whole industry revolves around carving a personality for the brand, and generating sales for the brand in the marketplace - understanding the whole works from pricing, promotions, distribution. When I first got in I thought it was more of an art than a science but it really is a science. Then I thought that I really wanted to work for the top agency in the country (at that time that was Bates) and I really worked my way through - if I had to stick out like a sore thumb to make people notice me, I did it. Bates had the best creative team at that time - John Machado and Ee Sim Teo and they had the best set of accounts - the cigarettes, the beer, the cars, MAS, TDC and they were Noi. I got into Bates and it was really great to learn from them. I'm always on a learning curve to take up a challenge. You've also worked on some very big accounts like Coke... That was when I went to McCann Erickson (after Bates) where I worked on Coke, Levi's Rickett-Coleman and I think I worked with the best set of people in creative and media. At McCann's I was offered a job in Levi's. They have an international policy that if there's a vacancy in Levi's Strauss, they'd want the account person who handles it to move over. I had had 6 years in advertising and I wanted to know about the client's side. So I had 2 years of sipping coffee. I couldn't wait to get back - so I went back to Bates and I was handling the MTC accounts. I love life in an ad agency there's never a dull day. When did you start becoming a supplier?

Explore Outdoor! From Bates, I went to DDB and then to Utusan Media. This was when they won the concession to market and sell radio airtime of RTM from the government. I'm not a creative and when you're an account service person you have to understand everything. You have to understand the client's business well enough that you have to provide the kind of brief to the creative and the media for them to develop a campaign. You need to know what's happening in the marketplace so you produce something that's not run-of-mill, to produce an ad that's so single-minded that people talk about it you have to be all-rounded when you're in account servicing. I guess this is what helped me to make the leap into media. I was at Utusan for 2 years and I built it up from $17 million revenue to $37 million. Radio had just begun to take off as a medium then. I enjoyed every moment of it. You've sold newspaper ad-space as well.... Then I received an offer from NSTP to join as GM of Sales and I jumped from radio to print. It was a challenging task. I'm a kind of a two-year guy - everywhere I was there only for 2 years! I wanted to retire at the Straits Times and then Astro started. And I went for the interview and radio is something that I love and it was satellite and format radio and I said 'WOW!' - I was there for another 2 years. Then after that there was a vacancy here in UPD and it took me 5 months to make up my mind. And I am here and have been here for three years now. I've been in every medium except tv. Any regrets? None. I think that I really learned the full scope of the industry by giving each job a 2 year run. It's better than sitting and handling 3 accounts for all of your life. How do you sell outdoor? We present the 7 reasons that make outdoor highly effective. One, it provides continuous and uninterrupted brand presence. Two, it captures a cross section of the consumer market. Three, it retains the attention of the public. Four, it reacts to the changing market forces and consumer trends. Five, it is a very cost-effective medium. Six, it offers a variety of options when planning a campaign. Seven, it's very flexible as it allows market segmentation by location. Outdoor also targets a certain kind of person who visits a certain set of people... Yes, the set of people who go around Bukit Bintang or Bangsar, you know what their profile is and you know the kind of people plying Federal Highway. It is showing an encouraging sign but it would help if the client thinks more about outdoor. What's your favourite outdoor ad?

At the moment the Coke billboard on Federal Highway but it cuts across, it stands out, not run of the mill. It's different - in both neon and full colour and has a very long throw. I'm sure most people have noticed it. What are the things that UPD is doing to change the outdoor landscape? We were first to come up with the mobile, largest LED screen 9x6 metres and we've had it used for Fi in Malaysia and Melbourne. We've sent it to Singapore and we've had some enquiries in the region for the screen. We're the leader in motion-plus - 3 visuals changing - we've got 24 for that and our next competitor has 3. We have a belief in UPD that whatever we do we'll change the outdoor environment based on research. We're bringing in the scrollers, we will introduce an elliptical, electrical sign. Currently, we want to maximise our resources at this time but we really want to introduce a lot more. We've done huge banners in the country. Tell us a little about the different inventories you have... We have the most number of inventories in the country - the spectaculars, the gantry, the LRT trains, the buses, the 96 sheet, the unipoles, the freestandings, the directional sign, the airports. It will work a lot better for the client - if you want a nationwide campaign, you can do it and we've had clients who have placed a bulk of their advertising budget in outdoor and it has worked well for them. UPD has also done many campaigns that raise public consciousness hasn't it? UPD is a good corporate citizen and a lot of people want to be associated with that. We've done AIDS awareness, anti -drugs and national integration campaigns, we're hoping to do the clean water thing next - we've not done pollution and environment consciousness-raising before. A lot of corporate bodies want to be connected with these activities. Every now and then we develop something along those lines. With so much talk of the slowdown, what's in for the industry? The ad industry is reflective of the nation's GDP but the industry could be a lot better - we could help drive the economy by increasing the expenditure if not maintaining and advertising will further stimulate the consumer spending pattern which will affect the manufacturer's production cycle positively. During recession is the time to spend on advertising. We can rapidly recover from the slowdown by a bit of expenditure. We don't have to wait for the US economy to recover. Consumer behaviour patterns will improve when there's advertising. We have some of the best talent in the world here in Malaysia and even if we're not winning as many awards now as in the past - it is because it's more

IIH Outdoor livens up the landscape!

competitive now. We have the opportunity to create wonderful strong Malaysian advertising just like Thailand and Philippines have their unique identity of advertising. Malaysian advertising could be unique for the socio-conscious advertisements with themes like integration. What do you think is in store for outdoor in the next few years? I'd like to see outdoor going up from 3% to 7%. You can only move it up - because the share is

aooi

5 ,

The motion-plus allows 3 different visuals.

small. In the next 2 years it'll be good to have 5%. The client should spend a lot more or maintain their adspend so that they will strengthen the brand presence in the marketplace. The day you pull out the ad, is the day people forget you. Outdoor, during the lean times, is very cost effective - for a one-day insertion in a major newspaper, you could get a sign for a whole year. What are the problems that outdoor faces? Well outdoor as a medium lacks the extensive research background that backs other mediums. There is some but not much research proving the effectiveness of outdoor. For example, there's a number of motorists who ply that route - and they'd be owners of cars, mpvs and they have purchasing power. In other media you want to know the demographics but outdoor can be specifically targetted at people who roam around that area. So there's the research we do at the specific site and the number of people who ply the route but we can't supply the specifics on the people's lifestyles. There are clients who say that they need a strong on- the- ground advertising support. We do research as a value-added service and we get people and ask them if they recall a particular ad. Recently we did this - for KFC and 71% remembered the advertising unaided. What is the kind or research you're conducting? We're doing random sampling and auditorium research where we find a sample of people representing Klang Valley and we talk about advertising and ask them what they've noticed lately. Then we know whether people notice and remember. Outdoor used to have an association which is presently quite inactive. For the growth and betterment of outdoor, the main players have to pull ranks and help develop the industry for better growth. They should form a new association and use a single research currency of research, which is not the case now.

Big banners.

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Advertising on the move...

Is outdoor a gangster business? That's a perception of the past - it's changing a lot and the industry is becoming more professional. There was talk of a possible merger with another company .... That merger is off because we're not compatible. It would have been good to merge because the new company would be a strong entity and that would have been good. We have 40% of the outdoor market but we have the most number of inventories and that's why we're market leader. But we cannot sit and relax but who knows we may merge with someone else and take the quantum leap!

dynamic, you have got to keep moving forward to have a competitive edge. Any last words? Most clients place 60% in print and 30% in tv. Outdoor and radio should be looked into as a mainstream media.So while the budget may have been depleted for this year, make outdoor a priority item for 2002.Y0U can strengthen your brand presence through cost-effective medium and the real hero is the brand isn't it?

You're also sponsoring a tea-talk... One of the reasons that we're having Steve Elrick over is to educate the industry on how outdoor can be a great medium and who better to do it than Asia's Outdoor Advertising Winner! In fact, Steve personally believes in the power of outdoor. His talk is going to be relevant and timely. UPD will continue to initiate such talks on a quarterly basis. What do you like about your job? The challenge - I love taking up challenge anywhere and that's what an ad person is - a taker of challenges. It'll be a lot more fun to be in the ad agency and be really crazy. Here, the challenge is to move outdoor to a higher plane- changing the landscape and introducing new products to keep up with the times. I aim to provide excellent service to the clients. I'm always hands-on and this helps. It's great to be in the advertising circle. What do you hate about it? I hate working with people who are laid-back. People who are comfortable being where they are and don't try to push the company or the industry forward. And this particular industry is so

The giant LED screen - one of its kind in the region!

Make yourself uncomfortable. Is your mind restless, itchy and on the edge? Isit up and about, exploring the new and questioning the normal? Or is it sinking further into the lazy sofas of Routine and the comfy couches of Habit?

Find out how to kick your mental butt into action. Learn to think in fresh, curious and original ways. Sign up for 60 IDEAS - The Adoi Creative Workshop II, hosted by Edmund Choe, Juggi Ramakrishnan and Adoi magazine.

It's 9.00 - 5.00 on September 21 and 22 at the Kuala Lumpur Golf & Country Club (KLGCC), Bukit Kiara, KL. Call Ruby Lim on 03 77262588 or 03 77225710 to book a seat.

Âť-

Be unable to sit still forever after.

Li Letter To Editor Dear Editor, The Patrick Nathan we knew was not an easy man to work for. That's what made him so very, very good to work for. He asked tough questions not trivial questions. He took risks and expected you to stand by your risks too. He never pretended to be creative but demanded creativity in spades from the people that were. He

expected wild stuff from you and he endorsed it when he got it (how many clients would shrug and say OK to shaved bald Chinese opera performers or hundreds of men with sheep heads wandering through KLIA). He was extremely tough about money but never begrudged paying. He didn't skimp but he expected his money spent wisely. He gave praise where he felt it due

without worrying about losing his bargaining position but expected you to live up to that trust. He was loyal but expected that loyalty to be reciprocated. He listened to arguments without allowing ego to stand in the way but expected you to persuade intelligently. In all he was confident enough to stand by his decisions, not hedge his bets and above all hardly ever err on the side of the safe (and consequently invisible) choice. As a result the advertising produced under his guidance was some of the most audacious and visible and, strangely

Arachnid Wins Coke. Gains MSC Status

Malaysia's most awarded interactive agency, Arachnid, has been granted MSC Status by the Malaysian government. This is in recognition of Arachnid's pioneering use of technology in the field of brand marketing communications. "We're primarily a brand communications shop, not an IT one. That - plus the fact that of some 500 MSC-Status companies, only very few are from our industry - makes this rather special," added Arachnid Managing Director, Chin Weng Keong. "Our methodologies and tools funnel down to the innovative use of technology to build brands, not the technology in itself. Nor is it just about the creative. Since our early years in the mid '90s, we've evolved and matured well beyond the common web development offering. The MSC status reflects

arachnid

digital brand-building

Company

that, and ratifies our unique digital marcomm approach." At the same time, Arachnid has been appointed by Coca-Cola in Malaysia to redevelop its online brand presence beyond the common understanding of "web sites".

"We clearly envision the Internet as not only an advertising vehicle but the interactive voice of our brand in Malaysia", say CocaCola's Country Marketing Director, Shakir Moin. "Hence, we need to work with a partner who

enough, relevant stuff in what is a crowded and ferociously fought market segment. And it placed his company very high, very quickly. He was not a saint, but he was one of the best. Perhaps his real secret was that (and this is pure speculation) while he took his work very, very seriously, he never took himself too seriously. It was a cruel blow for him to be taken so soon when he had so much more to give. I'm grateful we could work with him even for such a short time. We I shall miss him. Adieu. Paul Loosley, AXIS KL

can complement the strong communication impetus that makes Coca-Cola the most preferred and consumed soft drink in Malaysia everyday." "Arachnid clearly has strong strategic understanding of the web as a brand-building platform as well as the ability to transform strategy into focused and innovative execution. We look forward to working with them to embark on our first step in the world of the web." Arachnid has declined to comment on the exact nature of the brand's forthcoming presence on the Internet, but expressed great excitement at the opportunity to develop some "firsts" with the superbrand that is Coca-Cola.

Who owns the Web in Asia? NetValue finds out the Ms and figures in the virtual territory...

Base: All Internet users

Source: NetValue

Base: All Internet users

Source: NetValue

Gross Duration Points (GdurP): This indicator provides a market share in duration, an indicator 0/"stickiness", or average time spent in a sector or domain. Calculated by reach (%) of Internet users multiplied by the duration (time connected in minutes) per Internet user during the reference period.

NAGA DDB PICKS UP NEW Cerebos Malaysia and Paint have awarded the Essence of Chicken, Essence of Chicken for

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Nippon Brand's Brand's Junior,

|)|7 DlL

Brand's Herbal products, Brand's Bird's Nest and Nippon Satin Glo respectively to Naga DDB. Florence Loh, Executive Director of Naga DDB, who is also

responsible for new business development has attributed the wins to the Agency's strong creative, strategic thinking with its ROI Strategic Planning tool ÂŁr Consumer-Centric Planning Unit, resources to provide integrated

communication services and a strong team of very experienced, skillful and passionate brand builders. With the win and organic growth, Naga DDB is expecting a strong growth for the year 2001.

WHAT IS IT ABOUT US THAT ATTRACTS OVER 1 MILLION MALAYSIANS EVERY MONTH? THE MSN EXPERIENCE. PROVIDING PEOPLE WITH UNIQUE, FUN AND USER-FRIENDLY ONLINE SERVICES. FIND OUT HOW YOUR ADVERTISEMENTS CAN REACH MORE CONSUMERS MORE EFFECTIVELY THROUGH MSN. CALL 03 7969 3154 OR E-MAIL NIKOWAL@MICROSOFT.COM

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Asia Has Not Yet Absorbed the Emotional Power of Brands 'Life has been one long accident' says Wally Olins but he is a remarkable survivor. After university he got into the advertising industry, and had a great time. By accident he went to India and stayed there for quite a few years. He got himself very involved with the country and when he returned to England, he found the ad world to be superficial. But he still liked the work, only he wanted to do something different. He met Michael Wolff who was an architect and a graphic designer and in 1965 launched Wolff Olins - a company which specialised in corporate identity. Back then it was a pretty revolutionary idea and Wally says," When I was younger, lots of my ideas met with resistance but now those ideas have already become conventional." Wally's central belief is that the corporation that controls and manages its identity effectively through what it makes and sells, where it lives, how it communicates and how it behaves will (when everything else like price, quality and service is equal) always beat its competitors. Wally, what's your take on advertising? When you talk about a corporation, it isn't represented by advertising. First and foremost you have the product or environment. Communication is only one channel and it is the least influential. People have always thought that ads are the only communication but this is not so. In fact advertising is only the tactical part and not the strategy, it is not the most important. Is there no role for advertising? Perhaps it is only in fast moving consumer goods that advertising is the main channel. But it is very powerful - look at Coke. It's a fizzy, sweetened drink of no particular value but more Americans drink Coke than they do water. Presumably this is because Coke is 'the real thing' of which water is only a poor imitation! Let me get this straight advertising is one of the many tools and in many cases, it doesn't really have any role to play. Err perhaps our readers are not going to like this... The way that you differentiate your product from the rest, or your company from the rest is not advertising. Identity is the most significant part of the communication - the 'face' that you have and this can range from the way you present the petrol station, the service, the shops

10 aDOi

and even the way the kiosks are designed and placed. That's how you make yourself distinguished. And in this process first, internal communications are more important - each and every one of your people should understand what your company is about and what it stands for because they are the point of contact with the customers. What was the most difficult part of getting your ideas accepted at that time? The most difficult part was getting business. You're advocating very specific

technological and slowly the perception changes. This is exactly what has happened with Japan, Korea and Taiwan. In Japan you already see several key automotive players which are known in their own right - Honda is an example. But for Korea, everyone's heard of Daewoo but not everyone knows exactly what they do. And in Taiwan, they're known for the technological products but there's not a single brand that can be identified as being prominent. So once you have the other technology products coming out of Malaysia, then the country becomes accepted as a significant player in the global marketplace. Then Proton will have to develop a

wherever it goes, it manages to increase it's market share. Again when you talk about the conservativeness of Asian clients Orange comes out of Hong Kong. A bit like Virgin then... Virgin is not about a product, it is about an attitude. It's all about being laid-back and informal and challenging the fat cats. So it doesn't really matter whether they're into airlines, mobile phones, financial services, soft drinks, music - it's all about the attitude. What are the global Asian brands? .Asia has not yet absorbed the emotional power of brands. They are almost all Japanese brands - Sony, Honda, Lexus, Shiseido. What will propel brands in the future? Brands are the unique gift that commerce has made to culture. Commerce has made no other gift. Today, brands are the substitute for spirituality, material objects have become objects of worship. They confer a sense of belonging, of identity and give hope that the wearer is part of a community.

market positioning but Asians are considered quite traditional marketers where they want to be everything to everybody. What would you say to such a client? Then you can't make it work but nobody wants to say it to the client. What I always say is that when you try to be everything to everybody you'll end up being nothing to anybody. What are the Malaysian brands that have potential to be a global brand? I think Proton is a brand that is already selling cars abroad. And it will face certain problems in becoming a global brand. The first problem is that people don't associate Malaysia with motorcars. They buy Proton because it's cheap and that's what Proton's stand in the marketplace is. But eventually it has to develop characteristics that make it more attractive, and if you have other products emerging form the Malaysian market which are

physical look and feel that clearly differentiates them and even the cars will have to be designed differently. And the only company that I can think of which has done this in a short time and very successfully is Nokia. Corporations have to make crucial and difficult decisions regarding design isn't it? When Pepsi changed very dramatically a few years ago adopting the colour blue it was a huge step to take. When they did that they became a genuine alternative to Coke. The communication was very significant although it looked like a small change. What is the one brand that you think is amazing? Orange is a remarkable marketing phenomena - it has taken an absolute standard commodity and infused it with an emotional character. It is associated with positive feelings and

You've led a vast life what's your best or worst experience? Well all of my experiences are interesting but I remember one particular incident. We were working for Renault and Renault also makes a range of trucks. What happened was Renault bought over another company which makes trucks called Berliet. Berliet is to trucks what Renault is to cars. And we were wondering what to name the new range of trucks and eventually it was decided that we would call them Renault and the Berliet name would be dropped. The chairman then asked me to go to tell Monsieur Berliet that. And I went to see him and I talked to him about all the things that had happened and he didn't say anything - just two tears rolled down. It was the worst moment of my life. One year later he died of cancer and I always think that I killed him in a way. But you yourself sold your company... It was something that was decided by the partners and in my head I felt that was the right thing. For a company like Wolff Olins -if it wants to operate on a larger scale that's what it has to do. In my heart -1 felt terrible. 4 years ago there was a management buy-out and I've resigned as chairman. But I'm certainly not retiring!

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I 20th August 2001 (Monday)

I 21st August 2001 (Tuesday)

(Please tick where necessary)

Ledger, Legal, Half-letter, Executive, G-letter, G-legal, Monarch, DL, Commercial 10 international, B5, C6, F4, Custom

*Registration on a first come, first serve basis. To register, please contact Mr. Chin or Mr.Lim

registration is strictly on a first come, first serve basis.

at 5569 1366 ext. 115/112 respectively. PHOTO REPRODUCTION Q U A L I T Y

EPSON TRADING (MALAYSIA) SDN. BHD. (211204-X) No. 21, Jalan Juru Ukur U1/19, Seksyen U1, HICOM-Glenmarie Industrial Park, 40150 Shah Alam.Tel: 03-5569 1366 (17 lines) Fax: 03-5569 1281 Website: www.epson.com.my

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Creative coincidence. Of all the on-air promos I've seen on Australian television, the Nine Network's "More Australians get their news from Channel Nine than from any other source" has long struck me as the most dispiriting. That a majority of my fellow citizens have so meagre an appetite for news that it can be sated by the starvation diet of superficiality, parochialism and "human interest" doled-out to them by Channel Nine and its commercial competitors is very sad indeed. Sadder still was my recent realisation that this slogan doesn't even enjoy the doubtful virtue of originality. One night recently while catching some U.S. cable news, I was astonished to hear the anchorman sonorously intone the words "More Americans get their news from ABC than from any other source". Which of the two networks using the line originated the thing, and which plagiarised it, of course

I have no idea. Maybe the formula didn't originate with either, or in television at all. Chances are it came from an entirely unrelated category. From a brand of condiments, perhaps, claiming that "More people get their sauce from Heinz/Kikkoman/Lee Kum Kee/Other than any other source". It certainly wouldn't surprise me. In both its promos and programming, commercial television has raised the craft of creative coincidence, not to say blatant imitation, to a quite astonishing level. You'll recall, perhaps, that back in the 1960s and 70s producer Norman Lear bought the rights to such British hit series as "Steptoe and son" and "Til death us do part" and made a fortune in U.S. television with grossly inferior remakes, "Sanford and son" and "All in the family". And even as we speak, commercial channels the world over are falling over themselves in the rush to replicate gruesome and grubby

current hits like "The weakest link" and "Big Brother". Compared with the craven copycat crassness of our colleagues in commercial television, we advertising creatures' feeble attempts at plagiarism appear downright amateurish. In fact some apparent plagiarism isn't even the genuine article. Take the case in Canada right now, where it's emerged that Parmalat began promoting its Lactantia brand of diary products with the slogan "Life tastes good" several months before Coca-Cola launched the very same line as its new global advertising theme. Nobody is suggesting that Coke purloined the line. But Coca-Cola is claiming ownership on the grounds that it sought the trademark first, and Parmalat because it used it first. For no adversarial reason but on advertising grounds, I'm for Parmalat's keeping it. Way back when Coca-Cola advertising was a

Now is there a conspiracy to cut out the human element in the adverts biz? In all fairness the human side of things is untidy and does tend to soil its underwear. So let's see. In a recent edition of Adoi we heard how James Aitchison travels the world and assembles the quotes of advertising luminaries into a semblance of order and places a few conjunctions between and voila! A book on adverts. Wish I'd thought of it. Cunning bugger. He interviewed me actually; didn't use much, possibly because I was talking bollocks most of the time. (Do you do anything else? Ed.). But could you feed those quotes into a machine, write a program and have it do almost the same job? I wonder. Jim himself said in the article that most people waste their talent. Unfortunately your true talent may leave you eating watery rice porridge. I confess I found the SPG series more educational. (By the way read 'e' by Matt Beaumont if you really, really want to learn about advertising). Interactive; gosh it's getting a lot

12 aooi

Simulated speech patterns and voice recognition commands from the world's ad press of press. 3 or 4 articles in most rags. Ad Age reports that Coke is to unveil an interactive campaign in Sweden. Morten Funch Jensen, Nordic media manager for Coca-Cola said, "This is the media of the future and, as such, we want to explore and learn about it." Now Swedes are already prone to suicide, I can just see droves of hunky Svens, during those long winter nights, stringing themselves up with their mouse cables because a polar bear has eaten their Volvo and they can't get to the store to replenish their Coke supplies. Be it on your conscience Morten. BÂŁrT Australia reports that, 'an elite group of Australia's major online publishers and ad sales companies have joined forces to combat an underappreciation of the effectiveness of online advertising amongst

marketers'. They are called Online Advertising Taskforce (OAT). Slogan: "We have ways of making you Interactive." Sounds like they might be aiming for the bit from A Clockwork Orange where Alex is tied to a chair in front of a giant TV with his eyes forced open. Because, let's face it, consumers who are plugged straight into a buying mechanism and fed conditioned responses sounds like heaven, doesn't it? No wonder folks are getting so excited. None of that irresponsible ignoring of adverts, changing channels, zapping, even stepping out for a whiz. Mmmm nice. In Campaign the headline read, "Interpublic Group revamp sidelines Frank Lowe". It appears that in shuffle he's not gonna be running the show as expected. Frank Lowe

watchword for energy, style and effervescence, one of its slogans "Coke adds life" - was better. The flat and listless "Always CocaCola", didn't lift it out of the rut it's been in for years, and nor, from what I've seen of it, will "Life tastes good". If only Coke could see this creative coincidence as a blessing in disguise. As a message to can "Life tastes good" and go get some advertising that's much more like the real thing. Dean Johns is a partner in the regional creative/motivational consultancy CreAsia and strategic/creative hotshop StrADegy. Email stradegy@optushome.com.au presided over CDP when British advertising was indisputably the best in the world, (BÂŁrH, Fiat, Hamlet Cigar, Heineken). And Adweek asks "Can the new team at Lowe Lintas finally find a way to blend its entrepreneurial roots with post-merger corporate realities?" I'm not betting my jar of sixpences on a happy outcome. Frank might just join all the other the groovy humans in adverts who are being deliberately naturally or unconsciously or eliminated. Ogilvy has gone to the big jazz in the sky; Jeremy Bullmore is hanging out in the mews writing spiteful stuff for Campaign and Steven King (the other one) has given up in despair. Jim Patterson, JWT's ex worldwide creative honcho, is now making a king's ransom writing pulp thrillers. The list is long and forgotten. So it just might be true. No more room for humans in an industry run by robots for robots. More evidence; Shrek is the movie de jour, 3D people and not a real actor in sight. But have a care, isn't it the folks full of human foibles, the fellows who are a loaf short of a slice like Van Gogh, Pollock, Mozart, Sartre, who create the enduring, the magnificent, the very best? Ah yes Paul, but Van Gogh and friends died in penury. Porridge anyone? PS. And I really thought Artificial Intelligence was a film about advertising. Bummer!

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~Uurn ov\e~ person info a crowd. jAppeal +o a broader spectrum wi+k +ke (Skinese <Sormec+ion.

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NANYA'NG C SIANG PAU V5 CHINA PRESS CoMBinep

Marketers Who Have Money to Burn By Kurt Crocker, Creative Director, Drayton Bird, Crocker & Mano

I've had nightmares lately about another economic downturn. Tight money. No confidence. Budgets slashed. Nevermind all that. Not to worry. Just take a look at some of the advertising that's out there now. Judging by the investments being made for questionably effective communications, there are lots of marketers with money to burn. I will name names. Huggies has a very inexpensively made 5-second-or-so static TV commercial on the airwaves right now. It's just a title shot with a picture of the product, a phone number and a voiceover. I don't know if it runs during business hours, cuz as much as I'd like to sit around watching daytime television, I'm usually in the office. The male voice encourages viewers to call for a free sample. That's the good news. The toll-free number should help identify Huggies prospects. They can data capture names and addresses, along with baby ages, and mail to them. They could develop a communication programme that would turn prospects into customers and maximize their lifeÂ time value. I don't know that Huggies is doing that, but they certainly could, and should. The bad news is that the commercial appears and disappears in the blink of an eye. If response is the main objective (as it

undoubtedly is), Huggies should demand that the spot meets the minimum response criteria. In this case, it has to be: Remember the Damn Number to Call. My mind may not be the steel trap it used to be, but there should be enough grey matter intact to remember a simple phone number. Not on the first viewing, to be sure. "Oh, that's interesting, " I thought to myself. "I'll catch it the next time." Nope. Nor on the third. (They run it quite frequently in a rather compressed series of slots.) Pen and paper in hand, ignoring regularly scheduled programming to concentrate on commercial breaks, I was at last successful. The spot came up and went away, as speedily as usual, but I captured it in black and white. Eagerly I grabbed the cordless and began to dial. RingRing. RingRing. RingRing. And some more. No answer. Not even an annoying automated voice response system. I vowed to try again the next day during office hours. But I forgot my little slip of paper with the phone number on it. And, of course, the number was no where to be remembered in the dark recesses of my less-than-perfect brain. I'm not a Huggies prospect. (I have a sign on my office wall that reads: "Unattended Children Will be Sold as Slaves".) But I have friends who are. And, had I had the opportunity, I would have given up their names and address and any other information requested. Their baby is the perfect age for the Huggies product, and will remain perfect for months. What a waste. No one will try as hard as I did to remember or capture that all-important phone number. Chances of remembering would have been greatly improved (and research has proven this) if the number had been included in the voiceover. At least once. Preferably more than once. Even short TVC's can be responsive, but you must use techniques to help

viewers remember response information. A flashing number might have helped. Or numbers that appeared one-by-one as the announcer blabbered on. And Golden Rule Number One: "If You Want Someone to Call You, Make Sure Someone Answers the Call". This is so basic it pains me deeply to see it in print. Most people who respond to toll-free numbers in broadcast media, respond immediately. They do not save the number and call later. They call now. So if you run a responsive spot after normal business hours, make sure your back-end systems are sufficiently sophisticated and properly operated. Otherwise, missed opportunities will vastly outnumber your hits. I'll name another name. Ford. I just bought a new Ford Lynx and I adore the car. About a week or so after delivery of the vehicle, I received a mailing. "Wow!" I thought to myself (I think to myself a lot), "This is classic loyalty marketing for automobiles!" Just one week into new-car ownership and my brandof-choice sends me something in the mail! As a Direct Marketer I was truly overjoyed and full of hope that a car company in Malaysia was "doing it right". Ford, we've got to talk. Here's what I was sent: An A5-sized, fullcolour envelope with Fordcare and AAM logos emblazoned on the address side. No message. With a very impersonal sticky-label pasted over a large, watermarked Ford logo that stretched the full width of the envelope. OK, the lack of personalisation and missing message may be forgiven. The sender knew I was going to open the envelope. Inside, a plastic Fordcare wallet-card embossed with my name, an account number, my car registration number and an expiry date. A sticker with AAM's normal breakdown and member services

Havas has the Tempus Group on its mind Havas Advertising, the French holding company for Euro RSCG Worldwide and Arnold Worldwide, has made a $598 million cash offer for U.K.-based Tempus Group, the parent of media buying and planning specialist CIA. The two parties have reached

14 aooi

agreement on the terms of a recommended cash offer, which is supported by both management teams. Upon completion of the merger, the combined media operations will be renamed CIA Media Planning. Today, CIA is Europe's third and the world's 13th biggest media

specialist. CIA will bulk up Havas' operations in Europe and Asia, but both parties are still relatively weak in the important U.S. market. Had CIA's figures been included with Havas' media billings in 2000, it would have raised Havas from eighth to fifth place in terms of

numbers, and a personal accident insurance certificate. And no letter. Well, actually, the "letter" was in the form of a note from Richard Canny (Ford Managing Director) that was printed on a card carrier. (Like, right, all MD's write letters in reverse type on card carriers.) Odder still, the note was upside down - the card appearing one way, the note on a flap on top, but on its head. I had to flip the card around to read it. Letters are usually the least expensive elements in a direct mail package and are much more effective on their own. (And certainly better on their own than upside down on a card carrier. In reverse type.) This somersaulted note told me only that Fordcare was a service supported by AAM, and that I could find "a handy guide to our range of services" in my start-up kit. My question: What's a start-up kit and where do I get one? I now assume that this package has nothing at all to do with a loyalty programme. AAM assisted me in obtaining insurance for the new car. And my old AAM card was about to expire. They put two and two together and sent me Fordcare. Or did they? Does this Fordcare card replace my AAM card? Do I get the same services? Do I get more? How much is this costing me? Will I be auto-debited on my credit card? If you want to endear me, don't create mysteries. I don't mean to pick on Huggies and Ford alone. In fact, I would like to embrace them with my loving, direct marketing-specialist arms and make beautiful music together. (How's that for a plug?) I could mention many more examples of marketing methods I just don't understand ... but I'm over my word limit already. (Sorry, Ham.) So I'll get to the point. Contrary to my cynical opening comments, we all must pay very close attention to our bottom lines these days. But there are right ways, and wrong ways. The right ways don't have to cost a huge amount of money. And the wrong ways are almost always a disappointing and unnecessary waste. worldwide media billings by holding companies, according to Advertising Age figures. A rival bid would be difficult but not impossible to mount. Mr. Ingram owns a 16% stake in Tempus and other executives an additional 9%. WPP Group has slowly built up a 22% stake in Tempus, but Mr. Ingram has consistently said that he does not want to sell out to Sir Martin Sorrell.

EXCLUSIVE ADVERTORIAL SUPPLEMENT ON MALAYSIAN PRODUCTION HOUSES!

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Our readers include 4A's ad agencies and the top 100 advertisers in Malaysia, ie. the key decision makers on advertising related businesses. Advertising in a supplement gives a lot more mileage to you. Readers pull out and keep supplements for a longer time. Our writers will do the write-up for you based on your input and create the layout. You are advised to please respond to our offer early because we are only accepting a limited number of advertisers for the supplement, so bookings are on a first come first served basis. We look forward to hearing from you; the booking from is below.

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ADOI OCTOBER SUPPLEMENT BOOKING FORM 1 would like to book the following space in ADOI Malaysia for the Leading Production and Post-Production Houses supplement in the October issue. | 11 page advertorial RM4000 I

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Digital Marketing: Making the Online Sale Happen! But isn't all the content quite Americanised? That's the MSN of the past - we've created a local content opening browser as well so that the content can be relevant to the people in the country and we partner with the best content provider in each country to ensure the benefit to the end user. What we've done now is that through Passport we can identify where you come from and we'll send you localised content which is relevant to the enduser. We're quite particular about this and we've partnered with the best content providers to do just that.

Niko Walraven owned a business where he used to design websites and sell them to others. He made a pretty decent living doing that. But when he first came to Malaysia, he realised how fast things were moving buildings going up, roads being laid and decided he wanted to be here where the action is. How big is the online community -is it a small elite? Research indicates that there are between 2-4.5 million people online. MSN subscribers number 1.7 million. And we have a click through of 23% which is rather high.

Banner advertising hasn't really taken off in the way it was supposed to... Many people think that online advertising is all about banner advertising but we'd like to talk about something different. For the first time, Microsoft introduces what is called 'Click and Talk.' We've done this with Hong Leong recently for their car

What is the general profile of the end-user? The most active group is 22-35 in MSN whereas in Hotmail it is a much younger active group of 18-22. And as you're well aware 22-35 is the group that has the purchasing power and purchasing decisions to be made.

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Digital Marketing is the new wave how would you be pushing it further? The next step would be a very effective permission based marketing programme. For example we're going to do that with MSN Rewards -where we offer attractive prizes to people and in return we ask them if we could send them info about some products or services that we think will be relevant to them.

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How does it actually work? I mean we're a nation famous for never returning calls t MSN pushes the phone number and we usually ask a client to ensure that the back-up is there to make it happen. This is the new wave. There's been the paradigm shift from using advertising to create awareness to customer relationship management. For example Hong Leong has reported handling between 50-150 successful phone calls a day. So now we're doing car loans and the next we want to do are credit cards on the Net. But of course if you're surfing at 2 am - you'll get a message that says it's 2 am now and the customer personnel is not around but will get back to you tomorrow morning. So with 'Click and Talk' we try to ensure that the backend works. This is important because only then will people start using it as a marketing tool.

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loans. What happens here is that once you find out the info, you can type in your phone number and send it through and within a few minutes the customer service personnel will return your call and guide you through the process and give you all the information you need. Doing things through the Net doesn't mean that humans are made redundant and machines take over. People are mainly using the Net to communicate and that's an important point to keep in mind - people want communication. We also found that of the 85% of the people who go through the process of buying a product online, only a very small percentage actually complete it. 'Click and Talk' gives the extra push to make the sale happen.

| Cartoon by Reggie Lee

What do you think of spamming? Spamming is not the way to go about it. Even if someone like an airlines wants to put something on the travel newsletter - the content should really focus on the place and the destination and perhaps at the bottom, you could have the airline details but not the whole thing about the airline alone. It has to be interesting and

Niko Walraven, Business Development Manager, Internet Business group.

relevant to the customer. Do you regulate the content? Some advertisers feel that they can make tall claims about their product because they are not tied down by the regulations you find in print and tv. We have guidelines that come from the US for example we don't do hard liquor and we don't do sex. So we do control the content to a certain extent. Anyway it doesn't pay in the long run to have advertising that lies because people will find out, stop visiting your site, stop buying your products and most of all - let other people know about it through the web itself. Through viral email. That can really destroy you. It's important to realise that human concepts have not diminished in importance with the advent of the web. Trust is still very important. For example, when you sign onto Hotmail, you trust us for your communication. And in the US, people trust Money Central enough to give away their bank details. And we don't give away our database at all, because if we misuse it, people won't trust us anymore, they won't use us and they will go away. What would you like to see happen with 'Click and Talk'? I'd like to make the response time faster - within 1-2 seconds you'd get a reply. Keep improving on it. Because sometimes the surfer at 2am doesn't really want to wait till the next morning... You're quite proud of 'Click and Talk'? Yes, in fact MSN Malaysia won an award for it you know. Microsoft had this huge gathering in Miami and nobody had created something like 'Click and Talk' and they liked it enough to give it an award.

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LOWE LINTAS & PARTNERS WINS AT CANNES Lowe Lintas ÂŁr Partners Singapore has won a Lion at this year's Cannes 2001 international advertising festival. Lowe Lintas' campaign for Friskies' Mighty Dog. The Creative Team on the campaign were Gwee Wei Ling (writer) and Thomas Yang (art director) Mighty Dog, a dog food catering specifically

to small breeds of dogs, is a niche brand in Singapore. As this brand is not the focus of Client's regional pet food marketing effort, the Singapore-based client had limited funds to spend on a poster campaign to run in highly targeted areas. The campaign ran in September 2000. The campaign: The product's name. Mighty Dog, is its claim. The product provides quality nutrition that claims to make small dogs stronger. The three advertisements collectively demonstrate the strength of the product by showing the game of 'Fetch' with a dumbbell, a leaning hydrant and a 'Beware of Dog' sign warning trespassers of a poodle. The idea for 'Fetch' came straight from the product's name (Mighty Dog) and its benefits (it makes small dogs stronger). Instead of a stick, a dumbbell is used in the game of to emphasize the strength of the dog and product. In the second ad a hydrant leans precariously after being peed on by a dog that is on a Mighty Dog diet.

An unexpected twist to the usual 'BEWARE OF DOG' sign. The sign now warns trespassers of a poodle with exceptional prowess. Addison James, CEO, of Lowe Lintas ÂŁr Partners in Singapore said, "We are very pleased with this award, not just because of this prestigious honour, but more because of the limitations we overcame during the campaign. It was our strong creative ideas that overcame the cost limitations." Lowe Lintas & Partners' Asia Pacific clients include HSBC, Johnson & Johnson, International Nutrition Corp., Nestle, Travel Exchange Asia and Unilever.

This Business Called Menage-a-Trois

by Jullie P. Lingan, TBWA-ISCB

Old movie, new cast. Old refrain,

someone always manages to breathe

getting more and more difficult to

new song. Client with relatively

new life into it with variations of the

draw a line between acting and

modest budget calls for a pitch and

same theme.

reality.

For underneath the put-on

after the curtains go down on the

It is a comedy somehow when

civility in this menage-a-trois, there

last agency, the suspense begins.

we're in the audience, detached, yet

exists the raw passion to excel in the

Then comes Pearl Harbour. Instead

nonchalantly

of just one winning agency, Client

developments

unexpectedly

watching and

out

for

hope of banishing the other lover

unexpected

towards the back of the stage and

announces there are

twists. With the mindset leaning

keep him there, long before the

two: agency A for above the line and

towards Agency A as the protagonist

curtain is due to fall.

agency B for below the line. Both

and Agency B as the antagonist, we

Meanwhile, the Loved One may

The Loved One may eventually get

agencies

teeter on

after seems to be elusive in our industry. The climax of the story?

the edge of

cringe when the latter outshines the

be blinded by the sets and the music,

tired of Agency A's Krug and oysters,

euphoria and before they know it,

former as though they don't have a

he remains oblivious to the seething

even Agency B's foie de gras and

nausea has taken over. Client though

right to occasional superiority.

hostility between his two loves. He

Beluga. And the word is soon out

probably has an imaginary scorecard

that one Client with a relatively

feels great. Right decision, he pats himself on the back.

But when we ourselves are on

One agency

stage, whichever part we play, the

as to which lover gives him the most

modest budget is calling for a pitch

deserves to win with their excellent

scenario turns to heavy drama. The

satisfaction. He may even suspect at

and even before the curtain goes

creatives, the other, well, my friend

supposed teamwork between the

times which one is faking it. But as

down on the first agency (out of 24)

will be pleased I gave it to his flavour

chosen two is the Loved One's dream

long as both serve him well and give

he thinks he knows what he wants to

of the month.

and great expectation. While there

in to his whimsical, at times bizarre,

do. " Ha," he smiles in solitary

may be traces of it in the beginning,

fantasies, he convinces himself that

conspiracy. " Perhaps this time, I won't settle for one or two. I've been

You know the storyline. It is a classic that should have been laid to

it soon melts under the heat of the

he did the right thing in marrying

rest since Adam met Eve, but each

spotlights. In due time, the two

both.

time we think it's on death row,

become appallingly theatrical, it's

LOST IK TIME AND SPACE. by Andrew Powell, Creative Director, Lowe Lintas Jakarta

A very long time ago, before the

dreaming a lot lately about an

Unfortunately,

happily

ever

Me: I know that look. It means you've won another fight

with your

Advertising Agency. Fumble: Blew them clean out of the

'achieving rating points', and they had

water over my new TV campaign for Uncloggo Combined Drain Cleaner and

invention of Business Degrees and the

all

emergence of previously unknown

mathematics tohelp them do this. Then,

Margarita Mix. The idiots tried to claim

Universities offering them, there used

because

and

that with the budget I'd given them they

to be people called 'space buyers'. They

competitive, they started telling the

couldn't match the competition's rating

were

property

advertisers that they could buy more,

points. I soon set them straight.

speculators (ghastly thought) or the

better rating points than other Media

spiritual forerunners of Mr. Dennis Tito.

Executives, and they had all sorts of

Fumble: Told them to cut the

Their job was to buy from newspapers

extremely clever computer models to

commercial down to 15 seconds: half as

the

prove it.

not

space

interplanetary

advertisements.

which When

place

sorts

extremely

they

were

clever

young

orgy..."

Me: How?

long - twice as many rating points.

commercial

More time went by, and soon

television came along, they acquired

everyone had forgotten about time and

Me: What's a rating point?

colleagues who negotiated with the TV

space buyers. Media Executives became

Fumble: Well, in layman's terms, the

stations for short periods of airtime in

the operators of separate companies

number of times your target audience

which commercials could be shown.

called Media Independents, which

gets to see the commercial.

a bigger budget to make longer TV

Simple.

commercials? They'd laugh in my face. Me: Why? Fumble: Because they'd think I couldn't handle my Agency properly,

They were called, logicallyenough, 'time

meant that they didn't have to be

Me: Speaking as a layman, is half a

and tell me to find short ads with more

buyers'.

distracted by the people who made

TV commercial as good as a whole one?

impact. But if I can show the Board I

Both space and time buyers worked closely with the people who made the

Category

Ogilvy Live India

Best Use of Innovative Communication Strategy Bronze: "Nokia 8310 - Rhythmn of Life"-141 Singapore.

POS Ad talks Economics Pos Ad attacked the current gloom

surrounding the industry about the economic situation. Rumours can only be fought with the cold, hard facts and Pos Ad brought in Tan Siok Choo, a Visiting Fellow at ISIS Malaysia, to do just that. Siok Choo, a lawyer, has worked as a financial and economic journalist, an investment analyst and a banker. With such a background, she is undoubtedly able to interpret figures

with insight. In the course of her talk, she pointed out that Malaysia is not entirely dependent upon the US economy. And if one were to look at the export market, Asia could very well prove to be a source of growth for our economy although the IT export sector could be drastically affected. She also noted that the government's revenue has been increasing and the banking system is healthier than it had been 2 years ago. The economic pulse was still steady and strong as indicated by increasing purchases of cars and houses and that there were more job opportunities than retrenchments in the job market. The fact that the 20-39 age group forms the bulk of the workforce was also a positive sign as this is the group that consumes a great deal. She concluded the talk by saying that if we, as a nation, can increase economic resilience, improve competitiveness and find new sources of growth - we will be able to swim these tides of misfortune.

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The Conqueror Horseman Design Print Awards Percetakan Osacar and Trinity Visual Communications bagged top honours at the Conqueror Horseman Design Er Print Awards 2000 ceremony on July 18 held at the Bukit Kiara Equestrian and Country Resort. The colourful evening of fine food and entertainment was well attended by members of the print and design community. Special attractions were a horseman who surprised dinner guests as he rode past and spiked his sword into a rock and two body-painted female models. Well-known printer Osacar, won the Conqueror Horseman Print Excellence Award for its entry 'Year Of The Tiger' a corporate and product brochure for the year 1998, printed for its client William Harald-Wong ÂŁr Associates. Design house Trinity won the Conqueror Horseman Design Excellence Award for its corporate identity entry titled '185 Pictures', which consisted of stationery such as letterhead, envelope and business card for its client One Eight Five Pictures, a postproduction house. The prize for each of the Excellence Award winners was a London-Paris trip, a trophy and a certificate. The Conqueror Horseman Design & Print Awards 2000, is a bi-annual event organized by Arjo Wiggins Fine Papers Export and Shriro Paper (Malaysia) Sdn Bhd. It kicked off in 1995 and is part of a continuous effort to support the development of graphic design in Malaysia. Over the years, the event has gained in prestige and value and helps to inspire and encourage designers specially young, innovative talents entering the industry. This year, the event saw a 50% increase in entries when it closed on April 30. The theme for this year's competition was 'The Senses of Being'. The entries in the various categories captured this theme and harnessed diverse cultural facets to create truly outstanding visual art form. The event was assessed by a panel of judges comprising designers and printers of international repute. This year's panel comprised Mr Nigel Smith (Corporate Identity Consultant), Mr Ken Seet (Photographer) and Richard Tham (Printer) all from Singapore; Arjo Wiggins's

26 aDOl

The winners with the organisers (L-R): KC Low (Shriro Paper), Liew Kah Chin (Percetakan Osacar), Joseph Too (Trinity) and Nick Mason (Arjo Wiggins Fine Papers).

L-R: David Harris (Arjo Wiggins, UK), Ezrah Rahim (tVerk-Haus, M'sia) and Wally Olins.

Winner of Design Excellence Award.

Marketing Director, Mr David Harris from UK and Malaysian designer Ms Ezrah Rahim The chief judge was Mr. Wally Olins from the UK, internationally known as the Corporate Identity and Brand Guru. Judges met on June 30 to select winners in the various categories

0n the prow| that njte

BIG TIME IN KUALA LUMPUR WITH AXIS FILMS

Ravi, Axis' exec producer discusses the script with Producer from Leo Burnett Chicago (centre)

The Mat Sallehs study the hair.

Even magazine covers were specially designed.

Waiting for a cue.

Axis Films Malaysia has just completed what was possibly one of the most important TV commercials to be shot in KL for an off-shore client. Important because it was made from a fabulous script written by Leo Burnett in Chicago, and important because it was written to run only in the USA. The spot was for Vidal Sassoon Hair products and centered on a fantasy Vidal Sassoon hair styling salon. Simply enough a bunch of women go through the basic process of having their hair treated and styled with the VS products to emerge glamorous, gorgeous and with truly beautiful hair. But not so simple was the look of the film. To begin with the set. Without doubt one of the most

outstanding features of the film, it was one of the biggest covered sets ever built for a TVC in Malaysia. Filling most of the large 70-foot sound stage at Shooting Valley in Shah Alam, it had shampooing stations, styling stations, rest area and reception. Of course as well as all the wardrobe and set being designed and made in Malaysia, a major source of pride was that the whole crew was Malaysian. The client and agency people from America (and there were a lot of them) were all very impressed and very vocal about it too. As usual many were surprised having little or no knowledge about Malaysia and what it offered in the way of high standard film production skills, backÂ up, attention to detail, and no

nonsense hard work. What's more they were all also very impressed with the country itself. Several of whom had been to other South East Asian cities were in no doubt that arriving in a modern, clean and slick airport like KLIA created a fabulous first impression. The road systems, the basic infrastructure and the whole impression of friendliness, easy communication and overall modernity impressed them. All in all they left happy and thrilled with the results and the definite feeling that Malaysia was easily one of the best, if not the best, locations for TV commercial production in Asia and possibly in the world. So in the final analysis the most significant aspect of the whole project is the huge opportunity it

offers the Malaysian TV commercial industry. The value to western markets is outstanding. The equation is simple: High production quality + low cost = great value. This makes Malaysia now remarkably attractive in a fiercely competitive world market. Not only in the USA but also in the UK and most of Europe. In the words of the Head of TV from Leo Burnett's in Chicago, when asked why they had chosen to bring their film to Malaysia, he said, 'The production value Axis and the whole Malaysian crew delivered was actually on a par with TV commercials shot in Los Angeles, while the cost of production was less than half. This makes the value of shooting in Malaysia truly spectacular. We'll be back".

3D0I 27

Time Tackles Interactive Issues proliferation of magazines out there. This is still the heyday of print, and I wouldn't want to predict when the transformation will occur. Isn't interactivity simply a buzzword for connectivity? I guess so. Or is connectivity a buzzword for interactivity? Do you think that a lot of hype still surrounds the internet mystique? The hype is fading fast. To label a firm an 'Internet company' is about the most damning term you could apply. In fact, I wonder if the distortion hasn't shifted too much to the other side, that people now discount the Internet's potential more than they should because of the dotbomb. This technology will continue to change our world and will even make money for a lot of people, once the shakeout is complete and new models are created for taking advantage of it.

Time is one of the rare magazines that manages to be both timely and timeless. Started in 1923, the magazine is still going strong and expanding its influence around the globe. Currently enjoying a 320,000 circulation and a readership of 2 million in Asia, ADOI decided it was high time we talked to Adi Ignatius, editor of TIME Asia. Adi has just brought out a special techie edition enticingly tagged 'Information has the ability to reach the world. Interactivity has the capacity to change it.' When you guys embarked on this huge project to cover 'interactivity', were any more surprises out there? When we first conceived of the issue, we were convinced that these technologies were about to rock our world, to change fundamentally how we interact. As we got deeper in - and as the dotbomb hit - we realised the best approach was to be very sceptical, to ask ourselves at all times whether these technologies are really worth more than the gee-whiz element. In areas like braininterfacing, the potential is real and enormous, for net-enabled toaster, maybe less so.

Some futurists talk about the coming of the 'emotional age', picking up from the agricultural, industrial and information eras. Is it true that people will 'switch off from Internet overload and go back to basics? That's a nice thought, and I'm sure there will be a certain backlash movement to dewire ourselves. My guess is that it will be a fringe movement only. However, and that connectivity will only become more and more prevalent. Can the Internet be used by developed nations to deprive poorer nations of economic opportunity and global leadership? I guess it's true that the wired of the world constitute yet another elite grouping that mostly excludes the have-nots. But that fundamental unfairness and imbalance exists without the Net, and I'm not sure it's fair to say the Net really exacerbates it. Indeed, it also gives the developing world more ready access to

What were the mysteries you felt were unravelled in your coverage? I think we all came away with some insight into the dual nature of the technological revolution, that the latest advances both promote interactivity and, often inadvertently, detract from it. With the advent of online news, will the print media die? Someday, print will surely die - or not die exactly, but evolve. I'm not worried for Time at some point our delivery system may be fully digital, but our brand will still have great value and we'll still have top-notch journalists doing their job. On the other hand, this digital moment is not coming soon. Look at the

aooi

The team behind the Interactive issue.

Adi Ignatius

information, so you could equally argue that the Net empowers the have-nots (as long as they're connected). Name the one meaningful difference the Internet revolution is making and will make to all our lives? If a lowly application like e-mail counts, that's my pick for a true revolution. It can be a pain, but it has revolutionised how we interact: it has speeded up the transfer of knowledge and communication and actually enhanced interactivity. Beyond that I'm thrilled and amazed almost every day by what's at my fingertips on the Net. The Net is now Time's chief research tool, for checking facts, etc. It's exciting to find info and like-minded people and groups who share your interests and obsessions. In that sense it has expanded the concept of community and interactivity into new and interesting areas.

Jim Goh gets promoted! Omnicom Group's Optimum Media Direction (OMD) has promoted Kate Stephenson, Managing Director Southeast Asia, to Managing Director OMD International, effective September 2001. From her new London base, Ms Stephenson will be responsible for all international clients inEurope. She will be working with Colin Gottllieb, CEO of OMD Europe in this new role. Succeeding Ms Stephenson will be Mr Jim Goh (right), Managing Director OMD Malaysia, who will be promoted to Managing Director Southeast Asia. "Jim joined OMD from Riche Monde where he was Managing Director and he brings a very valuable 'clients eye' perspective to OMD coupled with his extensive marketing experience. He has taken the company in Malaysia from being virtually unknown to one of the top agencies there within a short span of time," says Mike Cooper, CEO OMD Asia. Mr Goh will relocate to Singapore, where in his new role he will oversee Singapore,

Malaysia and Thailand, and will soon manage new markets, India and Indonesia.

Naga DDB needs to replace 2 CDs.

2 of our writers are now creative directors. Which says something about their talent. And the calibre of the people we are looking for to fill their positions. If you can craft award-winning ads and churn out the daily bread and butter with equal ease, you could be the writer or creative group head we need. E-mail your work and resume to ted.Iim@nagaddb.com.my.

Yoki Wins Best Direction Award Young returns to Zenith Asia Over a year since his departure to head up Internet agency AdXplorer, Anthony Young returns to his Hong Kong-based role as Zenith Media Asia CEO effective. He held the role, covering all Asian markets, from October 1996 untilApril 2000. Zenith Worldwide Chairman and CEO, John Perriss says: "Everyone in Zenith is delighted that Anthony

is rejoining the Zenith global team." Anthony says he has learnt a great deal at AdExplorer but ultimately missed the world of mainstream media. A successor for Anthony as Zenith Asia CEO was never found, but regional chief financial officer Roland Crouch was acting regional director for the past year. Roland primarily reverts to his previous role.

ADEX FOR THE MONTH OF MAY Media

Yoki Chin (above) of Filmpoint was won the Best Direction- TVC award on June 20th. His entry was selected from among hundreds of entries sent in by the 15 countries that participated in the Asian Television Technical & Creative Awards 2001. This was the first prominent event in Asia to

recognize production and creative talent in the region and was widely acclaimed by the industry as a whole. This man has not got over his recently acquired fame of directing a commercial starring Jackie Chan yet, and now another feather to be added to his cap! Good job Yoki.

May 2000

May 2001

Mth on Mth

Ytd May

(RM'ooo)

(%)

74,838

74,686

Radio

7-702

10,594

+38

+28

Mag

9,880

14.976

+52

Press

157.331

161,614

+10

Video

464

-98

Cinema

475

832

+75

+38 +9 +10

P.O.S.

1.784

2,003

+12

Total

252.474

264,713

Source: ACNielsen Adex

aDOl 29

LEO BURNETT LAUNCHES CYBERJAYA CAMPAIGN Cyberjaya - Malaysia's Intelligent City - has recently launched an integrated campaign, developed by Leo Burnett Malaysia, in order to address consumers' less than favourable current perceptions. Launched by the Prime Minister in 1999, Cyberjaya today is seen as too much of an isolated, high-tech, computerized city to be inhabited by Malaysians. Cyberjaya was conceived of as a model intelligent city for the world - as part of the Multimedia Super Corridor (MSC). Its positioning is that of a leading edge multimedia center with a difference - a sophisticated state of the art infrastructure, encompassing three zones residential, enterprise and commercial - that together provide a human-friendly, caring urban environment, where residents can work, rest and play. Said Charles Cadell, Managing Director Leo Burnett Kuala Lumpur, "the campaign, which launched this month, aims to reposition Cyberjaya in the minds of its target. The TVC reinforces the idea of a perfect blend - man, nature and technology - and how together they can live in harmony making life more efficient and meaningful."

Agency by DeeJ VIM GOD! iTS so Oure'De... Ito SO% EW, 10% MQ&eNTa 5Â°/ Of AN ÂŤND sy, mellow.

ad people read this magazine all the time

30 aooi

Ogilvy PR Gets Into Webcasting Ogilvy Public Relations Worldwide and Business to Business Broadcasting Pte. Ltd. (B2Bcast), the creator of high quality end-to-end webcast solutions, announced today that they have entered into a strategic relationship and selected each other as preferred service providers in the key Asian markets of Hong Kong, Singapore, and mainland China. The arrangement provides Ogilvy PR the ability to readily offer its clients a powerful new tool for communicating with both internal and external audiences. Webcasting is increasingly favored by global concerns, high-tech firms and traditional brick-and-mortar businesses alike. Corporate webcasting is attracting a growing audience of investors. At times, these events have attracted a larger audience than big-league sports. Last month, some 34,000 people reportedly watched a webcast of Cisco

Systems Inc.'s quarterly earnings announcements. By comparison, on a typical game day this year, an average of 28,000 to 30,000 attendees came out to watch the Chicago Cubs play at their home stadium. Indeed, as investors become more savvy and more attentive toward their stock holdings, webcasts will offer an increasingly important way for investors to stay in touch with the views of corporate management. In addition, businesses and conference groups will find webcasting a more cost-effective way of reaching larger audiences, who can tune in to watch at their convenience anywhere there is an internet connection.

In our last issue, the headline 'CIA audits TV' should actually read '4As' Media Committee audits TV'. The error is regretted.

NOW AN APPLE MASTER JEN STUDIO TEL : 03-77286227 FAX : 03-77277005 EMAIL : jensiow@pc.jaring.my WEB SITE http://www.jenstudio.com

McDonald's latest tvc - its ioooth tvc in Singapore - celebrates the dynamic spirit and upbeat rhythm of Singaporeans. The tvc is full of scenes that show the bustle of life in the Lion City as Fanny Lai,

32 aDOl

Director of Marketing, McDonald's Restaurants says, "it captures Singaporeans in motion with the nation and McDonalds being part of the Rhythm of Singapore. The commercial epitomises

McDonald's brand essence - fun, youthful, making all people feel special and making them smile." The tvc broke in mid-July in support of the National celebration month in August.

Aitchison goes to Sri Lanka Sri Lanka, hitherto an outpost of the Asian advertising world, has revealed its true colours as a nation captivated by the creative process. Over 2 5 0 members of the Sri Lankan business community turned out to hear internationally renowned creative guru and author Jim Aitchison give a public lecture last month on 'Cutting Edge Advertising'. The lecture was part of a national tour (co-ordinated by Leo Burnett Solutions, the Sri Lankan arm of Leo Burnett Worldwide) that featured local training sessions for Burnetters from the Indian subÂ continent and SE Asia, as well as a press conference that attracted over 30 representatives from national media. Aitchison, who has recently been invited to design and teach a module in a new master's level programme on institutional communications at Columbia University in New York, was invited to Sri Lanka by Leo Burnett Solutions Inc. to coincide with the 2 n d anniversary of the agency. The agency was established in Sri Lanka in June 1999 and is headed by Ranil de Silva.

Go to Shaighai... says Jim Jim who is in Shanghai (attending a conference) currently reports that the energy level in the city is awesome and the skyline looks like a scene from a Fritz Lang movie. Although he has nothing specific to report on the conference, on the final big bang night organised by the Hong Kong 4AS, he met an amazing number of Malaysians and Singaporeans working up there. Not just in advertising, either. One of his good friends is a Malaysian named Heng who owns a very popular bar named 'Luna'. Heng's bar is now worth US$3 million enough to retire in his old kampong in real style! The message is: there are great opportunities up here for Malaysian Chinese creatives, suits and planners! They have the language advantage and they are generally cheaper to hire than their Hong Kong counterparts, and the career path here will be faster, go further, albeit more furious too.

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East Meets West in Newsweek SPECIAL EDITION: SSUESAS,

As Asia continues to join the global economic network, the distinction between East and West is breaking down in ways unimaginable a few years ago. East Meets West, Newsweek's Issues Asia 2001, hits newsstands in early July, following the overwhelming success of The New Asia, last year's special issue devoted to the region. "East Meets West examined how Asia's ties to the West, which are fueling its economic and cultural resurgence, may ultimately erase what we think of as 'Asia'", writes Newsweek International Editor Fareed Zakaria. "As Asian countries develop in strength and rediscover their own cultures, they may well rediscover their differences, too. They may find that as they make their way in the world, little unites them as a single civilization," says Zakaria. "Economic growth will produce a richer Asia, but also a very diverse region. The rise of Asia could well mean, in a sense, the

Off the Shelf... Title: Using and Choosing an Advertising Agency Author: John Ward Publisher: World Advertising Research Center Email: enquiries@warc.com

John Ward spent 7 months and about ÂŁ350,000 on a gruelling pitch. And lost it. This incident prompted him to want to write a book demonstrating how the pitching process could be streamlined and improved. Realising that Rome was not built in a day, he first decided to focus on how a client could choose a new agency and how clients could maximise their existing relationships with the agency. John has been involved in client-agency relationships for more than 30 years and decided it was high time both parties got tips on how to create more fulfilling and commercially profitable relationships with each other. This book is the result and combines theoretical knowledge with practical experience from the author's agency life across four decades. John starts from the premise that the client uses his agency as much as an ordinary person uses his brain - only 5%. He points out in the number of ways an agency could actually help the client from developing new products, growing the brand, making a successful transition into other product categories and understanding media channels. However,

34 aDOl

if things are not hunky-dory, John supplies a checklist to evaluate how good the current relationship is and suggestions on how to turn the tide. However, if the client decides to part ways and seek a new branding partner, the author also recommends the least painful way to go about this. The book is written from the author's personal experience and is littered with examples which should be pertinent to readers in the industry. Even the hypothetical client-agency examples he creates are fleshed from his life in the agency. The book is down-toearth and filled with lively anecdotes such as: "Many years ago when at CDP, I shared a client with JWT's Jeremy J Bullmore. One A day we visited â&#x201E;˘ the client for a joint meeting...Jeremy stood up and introduced his team members who, predictably, all had names Peregrine and Toby and Amanda, very much reflecting the ineluctable middle

death of Asia." Drawing on a collection of pan-Asian reports by Newsweek correspondents, East Meets West describes contemporary Asia's rapid technological development as well as its more tumultuous social and political status. Articles focus on Asian nations' financial and diplomatic relationships with the U.S. and with each other. The issue also looks at how Western and Eastern cultures have influenced one another. East Meets West has a global distribution of over 380,000 copies to Newsweek's subscribers in Asia, newsstands worldwide and government leaders in Asia, Europe and the U.S. It also coincides with this year's ASEAN Forum in Hanoi, Vietnam with copies to be distributed to participants and attendees. East Meets West is one of Newsweek's most successful special issues with advertisers' support across all categories, from SIA to Philips, Allianz to HP, Shell to HSBC. classness of Thompsons at that time. Old John Pearce (our chairman) stood up by contrast and said, 'My name is John Pearce, this is John Salmon, John Ritchie, John Jones, John Pillar and John Ward.' Jeremy removed his glasses and without drawing breath said, 'What an interesting recruitment policy you have.' This is a must-read for agencies as clients will definitely be reading it! And it is one book, which should not be judged by its cover!

Jazzy Hipboard Launch PRESS CONFERENCE JUNE 21

AT&T Wireless for Ogilvy Ogilvy & Mather has won the estimated $400 million AT&T Wireless account after a 4-month review, sources said. O&M defeated FCB, New York, which took over the defense of the account from its San Francisco office, and TBWA\Chiat\Day in Playa Del Rey, Calif. The AT&T Wireless account was handled by FCB San Francisco for the past four years, until it was reviewed in March. This was in preparation for AT&T being broken up into four units - wireless, broadband, business and consumer. AT&T Wireless, according to sources, downplayed the creative aspect of the assignment and emphasised the importance of understanding its strategy and the wireless services category.

IPG Creates Magna Global

It seemed that the young 'uns from Interface raised to the occasion to enliven a launch for their client. The product? National

Panasonic's Hipboard. The Interfacers dressed in hip-hop style to create the right mood and set the right tone!

$40-Billion Media Negotiation Company The Interpublic Group has formed Magna Global, a $40 billion media negotiation company. This new advertising media negotiating company will deal with media companies on behalf of all Interpublic agencies worldwide. Magna Global will begin business on September 1st and will negotiate prices, valueadded programs and programming opportunities with the media. Media buying, planning and research for IPG clients will remain housed at their respective media or brand agencies.

Burnett to sell Promil in Vietnam Grey gets $80 million Advil account Pharmaceutical giant Wyeth has awarded Leo Burnett/M&T Vietnam the business of promoting Promil infant formula in the Vietnamese market. This is the first piece of business Burnett has handled for Wyeth in this market - McCann Erickson previously handled all advertising in Vietnam. The print campaign is set to roll out in August and will run until December. Leo Burnett was rewarded the

business based on their performance in other markets around the region (the agency handles Wyeth in Malaysia, Philippines, Hong Kong, China, Taiwan and Pakistan) and the win signifies a deepening of LB's relationship in Asia with the global pharmaceutical giant. The project is worth approximately US$ 100,000 - the agency expects to pick up more project-based assignments in 2002.

Saatchi&Saatchi gets Global T-Mobile biz Deutsche Telekom has awarded its international advertising business for its cellular phone division T-Mobile to Publicis Groupe-owned Saatchi & Saatchi, Frankfurt. No budget was disclosed but the German telecom giant spent $150 million last year to launch T-Mobile. Also pitching were Frankfurtbased Ogilvy & Mather Worldwide and Deutsche Telekom roster agencies Citigate SEA, Duesseldorf and Hamburg-based Springer & Jacoby. The incumbent Scholz &

36 aDOl

Friends, Hamburg was unceremoniously dumped in January after Deutsche Telekom discovered that the agency's Berlin office had been chasing $50 million worth of business for rival telecom company Viag Interkom's Genion mobile service. Media buying is handled by Grey Worldwide's MediaCom, Duesseldorf. Deutsche Telekom has become Germany's biggest spending advertiser in the last year with a budget of $362 million.

American Home Products has shifted its estimated $80 million-plus account for its Advil line of painkillers to Grey Global Group's Grey Worldwide, New York, and placed its estimated $12 million Dimetapp cough

syrup account into review, according to a spokeswoman for Y&R Advertising, New York. Both accounts had been at Y&R, a WPP Group agency. Grey already handles American Home Products' Robitussin brand.

Pharmacia Corp. and Pfizer have shifted their estimated $80 million Celebrex account to WPP Group's J. Walter Thompson without a review, according to people familiar with the matter. JWT was impressive enough in the

review to persuade Pharmacia and Pfizer to shift Celebrex to the New York shop from Leo Burnett, Chicago. Pharmacia and Pfizer spent $78 million behind Celebrex last year and $31 million in the first quarter of 2001.

Swedish furniture giant IKEA has awarded its $1.6 million account to Interpublic Group of Cos.-owned Lowe Lintas & Partners Worldwide and sister media buying and planning specialist Initiative Media. The appointment followed a four-way pitch including Bartle Bogle Hegarty, Euro RSCG Worldwide and J. Walter Thompson Co. The incumbent was

Dentsu, Young & Rubicam, which resigned the account in March. IKEA Marketing Communications Manager Angeline Tan says of the assignment: "The agency showed a passion and commitment for the brand, and solid strategic thinking. We can expect a change of direction and to completely refresh our marketing in the coming months." A campaign is expected to break in September for a preChristmas push. Print will be the main medium.

$80 million Celebrex account goes to JWT

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Price: RM 2,500 (course has HRDF-approved status) Times: 6.30pm - 9pm, Tuesdays and Thursdays. Venue: Institute Sledgehammer School of Communication Studies, No 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, KL. Limited seats, available on first-come first-served basis. So call Ruby asap on 03-7726 2588 or 03-7722 5712.

Management changes at MindShare group Singapore Following

from

very

successful last year of MindShare Singapore. MindShare announce the following new appointments tofurther strengthen its team in Singapore. MindShare group is the largest Media specialist company in Singapore. Deepika Nikhilender has been promoted to General Manager, MindShare Singapore. Deepika has been with MindShare since its launch, working both local and regional businesses such as Nestle, Nike and American Express.She has been in media for the last 10 years, 5 of which has been in Singapore

Margaret Soebardi is promoted to General Manager, Motivator. Margaret came back to Singapore last year as Business Director of Maximize. Margaret has more than 10 years of media experience, 6 of which have been in Singapore. Prior to joining Maximize she was Client Services Director of Carat Sydney. She has had extensive experience across a wide spectrum of clients such as Mastercard, SIA, STB, Apple computers, Hitachi, Starwood Hotels and Volvo amongst others Karin Galley-Dick returns to Maximize as General Manager. Karin

has more recently been the General Manager of Motivator and has done a tremendous job in growing the business . Karin is a seasoned professional has worked in the media business since moving to Singapore close to ten years ago. Manpreet Singh, has been promoted to Managing Director of MindShare group Singapore. He will oversee the MindShare group ( MindShare/ Maximize/Motivator) with responsibility to further strengthen and expand the range of services in Singapore. Manpreet has worked for MindShare since its launch

Left to Right: Karin, Deepika, Margaret and Manpreet

in Singapore. He has been with WPP for the last12 years. He moved to Singapore in 1997 from Hong Kong. Darragh Hardy takes on a regional role as Managing Partner of the Kimberly Clark business in Asia Pacific. Darragh has spent the last five years in Asia Pacific, prior to joining the MindShare group, he worked with The Media Edge and Zenithmedia in China.

Christen Monge Moves to Burnett Thailand GIA Hong Kong appoint Helen Willerton as Head of International Division Top Creative Christen Monge will

join creative megastar office Leo Burnett Thailand as Executive Creative Director in August, as current ECD Bhanu Inkawat steps up to devote increasing time to the key role of Chairman. Christen joins Burnett from McCann Erickson, London, where he masterminded a soon-to-launch global campaign for Nescafe. Prior to that, as O&M's Executive Creative Director for Europe, Christen won the Guinness account, creating the acclaimed Rutger Hauer ads - as well the campaign for

Unilever's Impulse, a Cannes Gold Lion winner. Christen is well known to the Asian ad industry from his years

in Hong Kong as Regional Creative Director with DDB Needham. Inkawat, instrumental in building creative teams that have driven the Leo Burnett Thailand office to position of 20th most awarded agency in the world (and one of only six 'megastar' offices - across all agency networks - found in Asia Pacific, according to Donald Gunn), takes up the role of full-time Chairman at the end of July.

BATEY ADS SINGAPORE APPOINTS JOINT CEOs The Batey Group has promoted two of its most senior executives to run the company's flagship Singapore agency. Nick Marrett, currently Chief Operating Officer, and Robert Kay, Brand Communications Director, will take on the roles of joint CEOs with clearly defined responsibilities. Nick Marrett will be responsible for the management of agency operations, including the agency's brand teams, production and

planning. He will also continue to lead the StarHub and SCV accounts. In addition to his leadmanagement role on Singapore Airlines, Robert Kay will be responsible for administration, including finance, human resources, IT and new business. Nick and Robert will share responsibility for creative standards and profitability and for the strategy for the long-term growth of the agency in Singapore.

Jtirg Dietzel joins Red Cell Asia-Pacific The Batey Group-Asia's leading independent marketing services group has appointed Jorg Dietzel Chief Operating Officer (COO) of Red Cell AsiaPacific. Red Cell is the WPP Group's fourth agency network focusing on 'challenger brands'. According to Rod Pullen, CEO of The Batey Group, Mr Dietzel was hired because the opportunities for the Red Cell network in Asia-Pacific demand "we have a lead talent who can concentrate on aggressively developing and growing the Red Cell brand in the key market centres throughout the region". Joig also assumes the role of Chief Development Officer (CDO) of The Batey Group, with a focus on NorthAsia namely

38 aDOl

China, Hong Kong, Taiwan, Korea and Japan. He will also focus on helping develop the Batey brand consulting company-Carlyle Brand Consultants headquartered in Singapore. Jorg has worked in Europe and Asia on both agency and client side. After organising DDB's co-ordination for Volkswagen at BMP DDB London, in 1995 he founded and ran the Audi Agency Network (AAN), a world-wide co operation of highly creative agencies for the German carmaker. Three years later, DDB lured him back and made him General Manager for China, stationed in Beijing. In April 2000 he opened the newest DDB office as Managing Director in Berlin, Germany.

In a further strengthening of the management line-up, CIA Hong Kong has announced the appointment of Helen Willerton, until now Head of Marketing Asia Pacific for Alfred Dunhill. Helen joins CIA to manage the International Division with an immediate focus on the LVMH Group which, in its 5th year with the agency, embraces 22 luxury brands across ten markets in the region. Helen brings significant marketing and communications experience to the team. Helen commented on her appointment, "CIA's vision of 'media' at the heart of the strategic process is one that I totally agree with. The opportunity to drive brand strategy from a media perspective is incredibly exciting. This is the future of marketing communications!" Charles Brian-Boys added, " Helen is a dynamite marketing professional. We are incredibly lucky to have her in the team. Together with the rest of the talented individuals at CIA HK, she will make a real difference to our

Left to Right: Dominic,Helen & ST Ang

clients' business, taking their media beyond the traditional 'spots £r space' approach". This senior level appointment underscores the corporate strategy of Tempus, CIA's London listed parent, which is to move up-stream towards brand marketing management and valueadded strategic services. CIA Hong Kong also boasts Asia's only Creative Media Director, ST Ang, who was awarded the "Certificate of Excellence as "Media Person of the Year" in 1999. Dominic Ng, recently appointed to the agency's board, completes the management line-up and assumes day-to-day responsibility for local operations.

MAU DIXIT GUMBS THE GREY LADDER Grey Healthcare Group Inc. (GHG), the world's sixth largest healthcare communications agency, has named Mala Dixit (right), Managing Director of Sydney-based Grey Healthcare Group Australia, to the additional role of Asia Pacific Practice Leader. Mala retains her executive position at the flagship Sydney office, and gains responsibility for further integrating GHG's network of Asia Pacific offices. In her new role, she will oversee the

of all global assignments. The appointment is part of GHG's plan to establish a series of lead office Practice Leaders around the globe. Mala joined GHG five years ago from SmithKline Beecham Consumer Healthcare. She has strong healthcare experience gained through

network's global marketing assignments, ensuring consistency, creativity and cost-effective execution

a variety of senior-level marketing roles she has held at Colgate, Reckitt £r Coleman, and Merck.

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JCDECAUX First Half Revenues Rise 10.7% JCDecaux SA, one of the world's leading outdoor advertising groups and the largest in Europe, announces that its revenues rose by 10.7% in the first half of 2001, of which approximately half was from organic growth.

Total revenues rose to 6755 million in the six months ended 30 June 2001 from 6682 million in the same period last year. This increase comprised over 10% growth in the street furniture and transport businesses, partially offset by weak trading

conditions in the billboard business. Commenting Jean-Francois Decaux (right), Chairman of the executive board and Co-CEO of JCDecaux, said: "These revenue figures confirm the Company's double-digit revenue growth target for the year and demonstrate the resilience of JCDecaux in difficult market conditions."

the past five years, which was one of the five founding offices of Enterprise IG worldwide. The Shanghai office opening comes after much development work in China prior to launch, and starts with a number of major clients across the mainland, including Zhong Guan Cun, a Beijing-based financial securities business; Hua Run Paint in

Shun De, Guangdong; and Yi Li, a large packaged-goods company based in Houhot in Mongolia. China is a growing market that is opening up to world trade, with businesses fast recognizing the need for better and more effective branding and identity. "China is committed to brands and to building China brands on the world stage. Along with Japan and India, we see tremendous growth opportunities for the brand and identity business in

Enterprise IG opens in mainland China

Enterprise IG, the world's largest brand and identity consultancy, has opened a full service office in China, based in Shanghai. The office, led by Roger Shieh, has five staff and is forecasted to grow to ten within the next three months. Roger Shieh has relocated to Shanghai after serving as Managing Director of Enterprise IG Taiwan for

Interpublic Reorganises

The Interpublic Group has a new organizational structure to provide its clients with a wider, more interÂ connected array of sector-leading marketing capabilities that can be delivered in concert. John J. Dooner, Jr., Chairman and CEO, today formalized the evolution of Interpublic into four major global operating divisions, each of which has expanded its array of collaborative marketing services. Interpublic is taking this next step in its progression in response to the increased needs of its clients for the accelerated interconnectivity of all areas of marketing communications and marketing services. The four global operating divisions

will be an expanded McCann-Erickson, an enhanced FCB group, a new global marketing resource called The Partnership, and the Advanced Marketing Services group. At the same time, Weber Shandwick Worldwide has merged with True North's BSMG Worldwide, creating the world's largest public relations firm with approximately $500 million in revenue. The firm, which will be known as Weber Shandwick Worldwide, combines the visionary thinking and global reach of Weber Shandwick with the entrepreneurial spirit of BSMG to create a new type of public relations firm.The merger will be completed by September 30.

tr this market," said Mike Murphy, CEO, Enterprise IG Asia Pacific. With the opening of the China office, Enterprise IG now has nine full service offices in Asia Pacific. We launched in Tokyo and Bangkok earlier this year, both of which have been very successful and we expect the same result in Shanghai. Watch this space, however. We plan at least one more location this year and have our eyes on three acquisition targets as well."

CIA Captures $45m Canon Account Canon has appointed OA to run its $45m centralised media account following a head-to-head pitch against Carat. The appointment comes as Canon Europe carries out a radical restructuring of its marketing services agency line-up in Europe to handle the company's new $275 million panEuropean corporate marketing thrust. Whilst CIA handles the media strategy, Dentsu and TBWA/Hakuhodo will take twin creativebriefs, and Nelson Bostock will lead the PR programme. The 4-stage pitch process for the media business was finally decided last week. Work on the account, which covers Europe, the Middle East and Africa, will commence immediately. The business will be co-ordinated from CIA's International Media Management centres in Dusseldorf and London, and

run by Zoja Paskaljevic, CIA Worldwide Partner, and Ron de Pear, Chairman, CIA International. Before the centralisation, Canon already worked with CIA in Italy. In the UK and Germany, Canon's media business was also managed by CDP Media, theJVbetween CIA and Dentsu. The agency review was driven by James Leipnik, the UK-based Chief of Business Strategy for Canon in Europe, who comments: "Now that Canon is moving rapidly towards a panEuropean business model it is imperative that the change in the way we do business is reflected in the way we develop the brand. We've considered many options and I believe that we have appointed the four strongest partners in each of their disciplines."

NEW PRESIDENT TAKES OVER DDC WORLD'S JOINT VENTURE IN JAPAN Kaz Matsuda has been appointed as the new president of Satellite News Corporation (SNC), the exclusive distributor of BBC World in Japan. Kaz was born and raised in Japan, and worked for NHK (Japan Broadcasting Corporation) as an international broadcaster

after studying in the US. After working in the commercial sector in Australia, he joined BBC World in 1995 working as Deputy Editor responsible for BBC World output (news and documentaries) in Japanese. As Editor since 1999, he has worked closely with the eighteen simultaneous translators

who translate and voice live news and pre-recorded documentaries on BBC World into Japanese, for a total of 60 hours per week. Patrick Cross, managing director, BBC World, said: "We are delighted that Kaz Matsuda will now be running our operations in Japan. His experience and

knowledge of the Japanese market will be invaluable in continuing to raise the profile of the channel in this important region. " Satellite News Corporation is the Japanese company formed by BBC World's joint venture with ITX.

CIA, Asia's leading independent Media Company, has opened CIA Taiwan based in Taipei. The business will be led by George Shen, previously of Formosa TV with the support of Sandra Yu as a founding shareholder in the business. The business has been set up to service the growing CIA clients operational in the Taiwan market,

notably, Mercedes Benz, Singapore Airlines, Hennessy, Parfums Christian Dior, Tag Heuer, and Louis Vuitton. CIA Taiwan will also be commencing an aggressive new business drive to build on the successful positioning of CIA in the other markets of Asia Pacific. Mark Austin, CEO of Tempus Asia Pacific said of the development; "Taiwan is without doubt a key strategic market in Asia and we are extremely fortunate to have such a talented team who not only recognize

but also believe strongly in the CIA values. The business gets off to a great start with our founding clients who represent some of the best known names not just regionally, but globally. I have no doubt that with we will achieve great success in a market with much potential for a truly independent media offering". Sandra Yu, founder and shareholder of CIA Taiwan commented "We are planning to build a powerful full service media company through CIA Taiwan. There

is a significant gap in the market that we will fully exploit." George Shen, Managing Director of CIA Taiwan added:" There are over 20 media buying companies in Taiwan. The price of media has always been the main competitive issue and there has been little progress in the skills of media companies over the past decade. CIA Taiwan will take full advantage of this opportunity and will be delivering a full media communications service".

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