Adoi Malaysia 2003 February Issue by Sledgehammer Communications (M) Sdn Bhd

FEBRUARY 2003

Huang Ean HwaJonySavarimuthu McCann-Erickson Malaysia

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3D0I magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000, Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7726 2598 E-mail: nathan@ham.com.my

Editor's Note AS I sit down to write this note - I'm thinking about more than just the articles in this month's issue of ADOI. I'm thinking about my upcoming Chinese New Year holiday. Every year I've been in Asia, I end up taking a break around CNY. And I'm not even Chinese. I'm still trying to figure this out. It must be the suppliers... Tony Savarimuthu isn't Chinese either. But then again, that really has nothing to do with the fact that he's stepped into the role of manag ing director at McCann-Erickson Malaysia. His first move was putting into place the dynamic creative duo of Huang Ean Hwa and Lee SzuHung. I'm pretty sure this formidable Trifecta will do wonders for local McCann after a rocky past year. We've got the beginning of that epic story on page four. Recently I attended the 4As' agency compen sation workshop entitled 'How To Set Up Fee Agreement'. Over 170 agency and client types also attended and heard David Beals (Jones Lundin Beals) discuss the migration from com mission to fees. Raymond Ng (Saffron Hill) and Greg Paull (R3 Asia Pacfic) have really done a yeoman's job the last couple of months with a research project designed to put the regional

compensation trends into focus. They presented their preliminary findings at the workshop; for tunately you can read an encapsulated version starting on page 18. Power Suits 2003 hits its zenith in early March when the esteemed and thoroughly judi cious panel makes their final selections for the country's first awards dedicated exclusively to account management professionals. Later in March, the winners will collect their prizes in front of the 2As' inaugural Malaysian AdCongress in Langkawi. Good luck to all, and may the best suit triumph! Enjoy the issue while I enjoy my CNY break...

What's hot in this issue... Highlights Paul Loosley: Stop! In the Name of Love. Dean Johns: Targeting Terror. Chris Howden: Whispers With Sheep Newman: The Advertising Recession - Relief Insight Millicent Danker: Rebuilding Trust Through PR

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© All rights reserved by Sledgehammer Communications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form with out 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.

Kurt Crocker: Working With Your DM Division

Features/Reviews Bausch & Lomb's CNYTVCs Benchmarking Agency Compensation Power Suits 2003 TIME To Take Business More Seriously

18 25 30

Exclusive Interviews Cover Story: The Team from McCann-Erickson Grey Global: Young Guns Win Media Title

Ok 28

aDOl MARKETINGCOMMUNICATIONS 3

CoverStory

"There's so much potential at McCann and the chance to work with Hwa and Tony again was irresistible."

- Lee Szu-Hung Key clients: Nestle, Coca-Cola, MasterCard, Goodyear, L'Oreal, Unilever, Cathay Pacific, F&N.

aooi x.

Tea mwork:

CoverStory 2002 was more than an eventful year for McCann-Erickson in Malaysia. For the first time, the company was not immune to the staff cutbacks that had occured in many agencies in the past few years. But that was nothing compared to the news the regional management announced in September. They appointed Tony Savarimuthu, Lee Szu-Hung and Huang Ean Hwa as the new management team. ADOI sits down with the three of them ...

MCCANN-ERICKSON was ranked number one in the world by Advertising Age with billings of US$26 billion and offices in 132 countries. Over the past five years, McCann also won the industry's highest honours including being named 'Global Agency of the Year' for three consecutive years by Adweek magazine as well as being named Advertising Age s 'US Agency of the Year.' The agency handles a formi dable number of global accounts: 47 accounts in 10 or more countries and 16 of those accounts in 40 or more countries. However, for Tony, Hwa and Szu, the brief is to rebuild and grow the Malaysian operations. The new Managing Director, Tony Savarimuthu, is no stranger to the advertising world. He comes to McCann after a stint as Executive Vice President of MBF Cards Prior to that he spent 11 years with Leo Burnett, rising through the ranks to helm the organisa tion as General Manager. He also worked directly on many multinational and local brands including Petronas, Bumiputera Commerce, Goodyear, BMW and Sony delivering results for his clients and win ning awards. His creative partners - Szu and Hwa are two of the most sought after creative talents in Malaysia. We talk to Tony first...

Story

etary consumer intelligence network of the

appointment and that of Szu and Hwa

100 years old. The agency has also been in

McCann-Erickson WorldGroup incorporat

worked to settle things both within the

Malaysia since 1965. Give us a perspective of

ing nontraditional research

what is ahead for youin the next few years?

PULSE is typically used to unearth underly

TS: We know that the McCann network is

TS: Effective advertising and effective mar

ing consumer attitudes about a particular

committed to raising standards and having

keting communications is the DNA of this

consumer product or service. Using it to

agency. This philosophy has not changed.

find out what really concerns people - emo

the best people work for us - and they have given us the mandate to do just that. We

This is about moving people into various

tionally and spiritually. Over the years all

didn't think it was going to be easy. We have

shopping environments and getting them

three of us have worked on various projects,

to work doubly hard and are conscious of

McCann-Erickson as an agency brand is a

methods.

agency and with clients?

to choose your brand over others. McCann

separately or together - Kiwanis Down's

the fact that we have to show results. It is

has done this more successfully than any

Syndrome, Monfort Boys Town and the

teamwork that will ultimately give us the

other agency in the world. McCann is a top

National Cancer Society.

real competitive advantage. Our offices are located next to each

five office in almost every country it oper ates in, handles more global brands and

other in the creative department. There are

has won more effectiveness awards than

no walls between us, and that's not only in

any other network.

the physical sense. We have common ideals

'Truth Well Told' is the agency slogan since it was formed. It is an ethos which is

in that we want to genuinely and actively improve the quality of work. Despite the

not easy to live by but it affords the

"upheaval" both clients and staff have stood

agency's creative work the protection of

by the agency. In what is a tough competi

strategic integrity and fundamental hon

tive environment - one feels fortunate to

esty. Our Clients share this principle.

have that kind of support.

I also believe in the intelligence of con sumers - we need to be able to both enter

What amount of significance do you place

tain them and then convey some funda

on the fact that for the first time in almost

mental truth about your brand as well as

forty years, McCann Malaysia has a 'local'

your product. Consumers have a distaste for

management team?

anything mediocre and that includes com

TS: For me, the crux of the issue is not

munication that lacks style, wit, drama,

about being local or being foreign. If the communication doesn't work and produce

good use of language or humour. In Malaysia our job - Hwa's, Szu's and

results for our clients - there are certain

mine - is to ensure that we do not become

financial and human implications. When

complacent over our global credentials. We

you have these implications in mind, you

have a rebuild and growth brief. We have a

cannot then pick someone to do a job based

list of global brands that are second to none

on which country he is from, or the colour

and who demand high-quality communica

of his skin.

tions solutions. It's a tough brief but some thing we can rise to. The fact that you need

After a short stint on the client side, you

to be relevant to the brand and promote a

landed back in advertising. What was the

superior benefit is a given. It is a funda

major motivation for you to get back into

mental aspect of our job to be able to do

the game?

this. Getting your brand desired through

TS: Being on the client side undoubtedly

an intelligent, fresh, entertaining, creative

'Truth Well Told'

changes your perspective. You probably

and even daring approach is a much hard

is... an ethos which is

become more sensitive about the work and

er proposition. Szu and Hwa have proven this

over

the

McDonald's,

years

not easy to live by but it

the results it can deliver or needs to deliver.

on brands Drypers,

KFC,

affords the agency's

attractive proposition. McCann is a respect

Marlboro,

Toyota and Guinness. McCann rolled out a worldwide programme to coincide with its 100th birthday. "1000 Voices, 100 Years" which is a community-

creative work the protection of strategic integrity and fundamental honesty.

based pro-bono project. Do you intend to put

Working with Hwa and Szu again was an ed brand name with a client list that has few equals and a philosophy of effective advertising. I think a combination of these factors influenced my decision. It's an interesting life though. Sometimes you don't know what you are going to be con

this inplace in Malaysia?

fronted with - but you tackle it with passion

TS: There exists something that transcends

This time we want to work with one or

our ability to communicate. And that is

two issues or organisations and have a long

and commitment.

truly having the ability to effect a positive

term view of their goals and help them

You're known as Malaysian advertising's num

change in our community by connecting

achieve it over a period of time. We will also

ber one confirmed bachelor. Rumour has it

with people in a real and human way.

look for a long-term media and client part

that this is about to change. Details please ...

ner for this project.

TS: (Laughs) Did my last interview with

The upheaval at McCann Malaysia has been

by any chance? (Laughs) There is more to

significant to say the least. How has your

life than advertising...

We could have approached a number of

ADOI have anything to do with this change

organizations. Somehow we felt that this is probably not the way to go. We need to uncover hidden issues. PULSE is the propri

6 aDOl MARKETINGCOMMUNICATIONS

CoverStory Next, it was crucial to talk to Szu and Hwa, afterall these are the guys who are tasked with the fundamental product of the agency - the creative. Lee Szu-Hung and Huang Ean Hwa first met a decade ago at DYR, where Szu was working as a copy writer, fresh off a suit stint at Saatchi and Saatchi. Hwa came onboard later as an art director after four years in post-production. Later, the duo moved to Leo Burnett where they worked on high-profile accounts as Marlboro, McDonald's, Malaysia Airlines and P&G. They moved to BBDO in 1999 as Executive Creative Directors, taking the agency into the top five in cre ative rankings within 18 months, and help ing to double the size of the agency in the process. In 2001, Szu rejoined Saatchi as Creative Director to work on Toyota and the Guinness business in Asia. In addition to collecting Malaysia's first Gold Lion at Cannes and too many Kancil Awards to count, the team's work has received recog nition at the One Show, Adfest, Clios, D&AD and the Asian Advertising Awards. Hwa says he left BBDO late last year to join McCann for two reasons: Szu and Tony. "Knowing that I would be able to trust these two gentlemen with my life is what made me sign on. The business is already tough enough, so I thought, might as well work with friends." For Szu, leaving Saatchi to re-team with his partner was not a tough decision. "I enjoyed my time at Saatchis, but it was time to move on. There's so much potential at McCann and the chance to work with Hwa and Tony again was irresistible." "Much of the industry thought I was mad!" says Hwa. "But sometimes a little madness is just what the industry needs." They both credit trust, respect and shared values as the key factors that have given them the ability to work together so well for so long. Here you have two top creatives shar ing a glass-encased agency office, with desks separated by mere centimetres. Yes, a bit of madness, but together with that "great idea" everyone's always talking about. So why then does Malaysian adver tising sometimes seem void of these bril liant eggs? "It's tough, but there are no secrets to coming up with great creative ideas," says Szu. "It takes a lot of hard work, talent and some luck. Recognising them is the easy part." "The creative product has always been at the forefront of McCann's culture," con tinues Szu. "We believe we have the right attitude and spirit to take it even further." Hwa, for one, has more than just the right attitude and spirit. He brings to

McCann a bit of a reputation for being a tough character to work for. To his credit, he makes no effort to offer a denial. "The standard of work in Asia is getting higher every year," he chuffs. "Being the best in Malaysia isn't good enough. If Malaysian advertising doesn't want to be left behind we have to better the work from Bangkok, Singapore, Japan and Hong Kong. Work coming out of India and China is get ting increasingly good too. We are always aiming to produce best-inmarket and world-class work. And if that equates being to tough, then yes, we are tough to work for."

"We are always ing to produce best-in-market d world-class work. And if that uates to being tough, then yes, we are toughito work for"

CoverStory

Effectiveness is a key tenet of McCann, as opposed to ineffective "creative artistry"... which probably explains why we have "quietly" achieved our position as the largest network in Asia Pacific. Helping our clients build demand for their brands is what we are about. ADOI also took time to talk to Ray Dempsey, Executive Vice President - Area Director, SEAsia & Managing Director of McCann Singapore and Peter Hamilton, Regional Chairman McCann-Erickson WorldGroup in Asia Pacific & worldwide director of McCann-Erickson WorldGroup - to get. the regional perspective of the management changes in Malaysia ...

Tell us about the factors that led to the appointment of McCann Malaysia's first local MD and ECDs? What did you say to them to join your network? RD: We have always believed that local man agement is best for obvious reasons... longer term continuity, local networking and no learning curve. But finding the right per son^), at the right time has been difficult for us. This time the timing worked out. I knew of Tony when I was in KL and have watched his career progress. I approached him with a simple proposition - "McCann is a great brand. It has hit a rough spot but all the ingredients for a turnaround are there. It just needs a leader... Would you like the challenge of running your own show?" Luckily for us... and Tony... our opportunity matched what he wanted to do next. Bringing Hwa and Szu into McCann is a cred it to Tony and the credibility that he has in the marketplace. That said, I think both Hwa and Szu were attracted by McCann's commit ment to effective advertising. Not ads just for awards. But ads that drive client sales... and win awards. Our team and our clients are really thrilled to have this new leadership in place.

As a former McCann Malaysia MD - what would you like to see kept of the old McCann and what changes would you like to see with the new leadership? RD: McCann everywhere has a "never say die" attitude and an incredible will to win. The KL agency, specifically, has a proud and successful heritage, a champion's pedigree. It is this heart and spirit that we keep. Upping our creative product is priority one. Plus becoming quicker, faster, more agile. We are also building up our WorldGroup offering, such as Momentum and MRM in Malaysia. Tony and I have presented our worldwide and regional management with a three-year plan to make McCann Malaysia, once again, one of the top agencies in Malaysia.

8 aDOl MARKETINGCOMMUNICATIONS

Ray Dempsey

Peter Hamilton

Peter, McCann has been regarded some what as a creative backwater in Asia? Do you see this changing? What plans do you have to get top creative people to join your network?

Tell us about the effectiveness of McCann's work in Asia? And some of the other disci plines you use to create communications solutions...

PH: I think you've been misinformed. You don't get to be the largest network in Asia Pacific unless you are doing something right creatively... and we have. If we are guilty of anything, it has been to focus on client business at the expense of promoting ourselves... but that doesn't bother me. In 2002 not only were we nominated as a finalist in Asia Pacific's Agency of the Year, but we won more than our fair share of local, regional and global Creative Awards. Our creative directors, particularly in the larger Asia Pacific markets, are world class and are very passionate about their craft. They guide their own destinies with intense vigour led by our Asia Pacific Creative Council which regularly reviews our work, our standards and has - what I believe is - a healthy disrespect for creative complacency. In fact, they will meet next in Kuala Lumpur, in mid February. At McCann, there is no limit on creative ambitions. Our teams regularly get involved not only in local projects, but also regional and global ones too which provides enor mous personal growth opportunities... and satisfaction.

PH: Effectiveness is a key tenet of McCann, as opposed to ineffective "creative artistry"... which probably explains why we have "quiet ly" achieved our position as the largest net work in Asia Pacific. Helping our clients build demand for their brands is what we are about. To do this, we believe in creating ideas that can work with our other disciplines in public relations, event marketing, direct response, advertising, on-line marketing, design, pro motions and even healthcare advertising. Both the Momentum and MRM brands are represented in Malaysia through Result:McCann. Momentum is the number one experiential mar keting agency in the world in terms of offices and billings and was named the 2001 Agency Of The Year by Promo magazine. It was also named the number one Global Sponsorship Consulting Agency by Sports Business Journal. MRM Partners, which is our CRM compa ny, has also won more DMA Echo Awards than any other agency in the last three years. Throughout Asia Pacific, we are well repre sented in these disciplines and know how to seamlessly work together on behalf of our clients by using our proprietary tools and creativity. ©

'You hope it never happens, but want to be there when it does,' says Getty Images photographer George Kydonas. Advertising. Design. Editorial. Film. News. Sport. Passion. gettyimages.com

R3 ASIA PACIFIC Malaysia New Business Scoreboard January 2003 RANK

LAST MONTH

AGENCY

MAJOR WINS

ESTIMATED BILLINGS (RM) YTD 2003

MAJOR LOSSES

OVERALL YTD 2003

MAINSTREAM 1 2 3

6 2 N/A 1 3 4 5 7 8 9

THIS LAST MONTH MONTH

JWT BATES BATEY

NESTLE ICE CREAM ROCHE SHANGRI-LA PUTRAJAYA GREY GLOBAL GROUP

8,000 2,000 1,000

8,000 2,000 1000

EURORSCG BBDO RAPP COLLINS LEO BURNETT D'ARCY MCCANN AGENCY

Greg Paull

Principal, R3 Asia Pacific

ESTIMATED BILLINGS (RM'000) YTD 2003

MAJOR WINS

MAJOR LOSSES

OVERALL (RM'000) YTD 2003

MEDIA 1 2

N/A N/A

4 1 2 3

CARAT STARCOM MEDIAEDGE:CIA MINDSHARE OMD ZENITH

January saw some major business change hands with Carat Malaysia picking up both the KFC and the Nivea media plan ning and business for Malaysia, a nice addi tion to their recent win of the same account in Thailand. Starcom had two wins and MediaEdgetCIA has also secured additional business in a pitch for existing client PJCC. Amongst the mainstream agencies, the scene was relatively quiet with wins to Batey and Bates respectively.

NIVEA, KFC HONDA, SEPANG INTERNATIONAL CIRCUIT PJCC

24,000

1%,000 1,200

14,000 1,200

Tourism Malaysia wins NY Awards

The New Business ScoreBoard is compiled monthly on behalf of Adoi magazine by R3, a consultancy special izing in agency relationships, remuneration and reviews. All billings figures are annualized and are calculated based on R^'s estimates, adjusted from AC Nielsen ADEX figures or derived from agencies direct ly. Agency losses as well as wins are recorded, if not shown. We attempt to accurately capture all new business activity in Malaysia - please email greg@rthree.com if you believe we have missed or incorrectly recorded any information.

Upcoming Events 22 February 2003

Flash ActionScript Workshop e-Werks, Amara Shopping Centre, Singapore 26 & 27 February 2003

Corporate Branding, JW Marriott Hotel, Kuala Lumpur Call 603 2070 3299 24 & 25 February 2003

Thailand's Broadcasting & Media 2003 Sheraton Grande Sukhuvit Hotel, Bangkok Call 660 2652 05301 6 & 7 March 2003

Blue Sheep Gaming - Conference & Workshop 2003 The Grand Plaza ParkRoyal, Singapore http://www.asiaevents.com.sg Tourism Malaysia TVC - "Beach"

Tourism Malaysia has won two bronze awards at the HSMAI (Hospitality Sales & Marketing Association International), better known as the 'Adrian Global Awards'. Presented in New York on 28 January 2003, the winning entries featured Tourism Malaysia's Image Campaign 'Malaysia Truly Asia', in print and television categories. Austen Zecha, CEO of the TBWA-ISC\ Group, the agency which produced the award winners, thanked all those who have helped the agency build Malaysia's brand in a global arena. "Great work is a result of great teamwork -

10 aDOl

MARKETINGCOMMUNICATIONS

Print Campaign - "Cuisine"

between Tourism Malaysia, our resources and our media partners," he said. In the International Television category, Tourism Malaysia's 30-second entry entitled "Beach", aired on CNN worldwide, highlighted Malaysia as a multi-faceted and multi-cultural destination. In the International Print Campaign cate gory, "Cuisine" was part of a series published in International MICE trade publications throughout Europe, Canada, North America, Japan, Australia and West Asia. The winning entry showcased Malaysia as the culinary melting pot of Asia.

20 - 22 March 2003

Asia Pacific Advertising Festival 2003 Pattaya, Thailand Call 662 722 3220 Email boonsri@plannova.co.ph 2 7 - 3 0 March 2003

Malaysian AdCongress 2003 Power Suits 2003 Berjaya Hotel, Langkawi, Malaysia Call 603 7660 8535 27 March 2003

Media Advertising Awards Presentation Dinner Hong Kong, Email graceman@media.com.hk We invite organizers of events for the advertising and marketing industry to submit information for publication in this monthly Upcoming Events column. Publication of information is based on availability of space, preference will be given to events taking place closest to the date of publication.

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STOP! In The Name of Love. PECULIAR Valentines snatched from the moist, warm pages of the world's ad press In the world of adverts people can often show their love in some weird, perverse and creepy ways. Take for instance the AdAge report of a new Dr Pepper spot which features the dead Rap DJ, Jam Master Jay from Run DMC. The 30-second spot features rapper LL Cool J paying loving homage to the rapper's contribution to hip-hop. Now correct me if I'm wrong but wasn't Jam Master Jay shot dead in a gang related incident? They made the spot, they say, because, "the commercial shows Jam Master Jay doing what he does best," being a famous stiff one supposes. I mean are they out of their minds, pouring out a dead gangster as a figure for young drinkers of fizzy pop to admire. What's next? Coke's tribute to Al Capone (the originator of Garage so they say), 7 Up's loving portrait of that steely rapper Josef Stalin (Yo! Joe wassup?) and the British Milk Board's poignant memorial to the Kray Twins (feat. J Hat Left Eye McVitie). OK so call me a sentimental old misogynist fool, but where love is concerned I always fall hopelessly and madly for a half-naked, wellrounded woman's arse. The BBC reports that British Road safety experts say there is a dan ger of drivers being distracted by a new spate of roadside lingerie posters, particularly a tasteful ad featuring a bunch of young women, seen from behind, in nothing else but extremely skimpy Sloggi brand knickers, all riding bicycles. Roger Vincent, of the Royal Society for the Prevention of Accidents (RoSPA), said in regard to the campaign, "I can't help but be moved when I look up at their firm cheeks poised invitingly above the yielding leather saddles; their sensuous crevices thrust up and forward as if to say take me, fondle me, bite me." (He didn't really, he said, "Whenever these ads appear we have received complaints.") Sue Loder, spokes woman for Triumph, which owns Sloggi, said: "We did run them past the Advertising Standards Authority (ASA) who gave them the go ahead, saying that smooth pink skin stretched tight over pert buttocks, succulent bum-cakes just waiting only to feel the sharp

12 aDOi

sting of a well aimed spanking is something we just adore". (No they didn't. Ed.) Mr. Vincent also said "You could be far more dis tracted by an attractive woman walking along the pavement." I think I'll move to his area if the women walk around bollock naked except for a pair of skimpy knickers. By way of contrast B&T report that Weight Watchers are continuing their love affair with Sarah "Fergie" Ferguson as she stars in a new Australian TV campaign. A WW spokesman says, "Like many overweight women, she has experienced the pain of frus tration of being overweight and can relate to others who are struggling with their prob lem. (The campaign) will inspire many peo ple to take the reins in their battle to lose weight." That's as may be, but until they're prepared to put her half-naked bum on a bike saddle I for one won't be convinced. Now an affair of the heart to beat all oth ers. Again in B&T they report that J Walter Thompson and Unilever recently celebrated their 100th anniversary. A relationship thought to be the longest ever between an agency and a multinational client company. The agency's president and CEO Peter Schweitzer said the partnership is based on trust, integrity and results. But more so, it has been our willingness to experiment with new, inventive and imaginative sexual alter natives that has continually stimulated us and has been the real thrust of our long time together." (No he didn't. Ed.). JWT Australia and NZ area director Ralf Harding said, "the relationship gives both parties a strength and continuity and it is great because you can have arguments without risking losing the business. While at first we would resist we have now grown to really love dressing as schoolgirls, wearing naughty underwear and covering our bodies with Vegemite. We feel it makes meetings closer and more intimate, which can only be good for the relationship and the business." (Stop it or else. Ed.). I'd like to close with an ode to love. There was a young lady called Hunt, who had...(That's it. Ed). © PS. a magnificent...

KHAI MENG

Named Co-Chairman Ogilvy&Mather AP "In a move directly related to Khai's promotion, Gary Tranter, Matt Cullen and Kevin Geeves have been promoted to Regional Creative Partners at Ogilvy & Mather Asia Pacific. They will work closely with Khai across Ogilvy clients' biggest brands." KHAI MENG Named Co-Chairman O&M AP Tranter, Cullen and Geeves Named Regional Creative Partners Tham Khai Meng, regional creative direc tor of Ogilvy & Mather Asia/Pacific has been promoted to Co-Chairman, effective immedi ately. The agency is coming off a strong year in Asia, with billings US$1.9 billion in Asia Pacific. Sources say the move is intended to send a clear signal to both Ogilvy staff and clients of Khai Meng's importance within the network. In his new role, Khai Meng will reportedly work closely with Asia/Pacific chairman Miles Young. In a move directly related to Khai's pro motion, Gary Tranter, Matt Cullen and Kevin Geeves have been promoted to Regional Creative Partners at Ogilvy & Mather Asia Pacific. They will work closely with Khai across Ogilvy clients' biggest brands. Tranter and Cullen joined O&M Hong Kong two years ago. Their recent work at that agency has been recognised at Cannes, the Clios, LIAA, One Show as well as top regional shows. Kevin Geeves, was formerly ECD of Ogilvy in Hong Kong and has spent the past five years as the Regional Creative Director on the Korean Air, Kodak and Unilever accounts. Tham, who has presided over the move, says the guys have worked hard on high pro file regional business. "I see a significant role for all three on a broader level. They are highly talented world-class creatives." Also, Spencer Wong will take on the new role of Executive Creative Director for Hong Kong and Southern China. He comes to the agency following a successful stint as a com mercial film director with Hong Kong-based Another Factory. @

MARKETINGCOMMUNICATIONS "—-

Showcase

Soflens 38 CNY TVCs: Greetings With a Twist ATt Ctton 1r-in /1C T r\/-k by Frankie OS Lee

LATE last year, Bausch & Lomb commis sioned a pair of Chinese New Year TVCs for SofLens 38, a disposable contact lens. The creative platform was developed by pro duction house Axis Films in collaboration with Krakatua, Bausch & Lomb's advertis ing agency. The two TVCs: "Smoke" and "Red" are a tongue-firmly-in-cheek look at common optical problems that hinder CNY festivities. "Smoke" depicts the limita tions of wearing glasses while enjoying

hot, steaming food during a reunion din ner, and "Red" features said colour as an attractive complement to CNY fashion, with the exception of red eye, caused by the discomfort of wearing a competitor's brand of lenses. The real challenge, according to Krakatua, was in the shoot itself. Due to logistical and time constraints, it was decided that both "Smoke" and "Red" would be shot simultaneously and in a single day.

BALSCH A IOMB

For this assignment, Axis film director Anthony Wong brought in a seasoned crew, but chose to use an inexperienced cast. Despite, the exaggerated style of the TVCs, the production team felt the effectiveness hinged on realism - showing real people in actual situations. "Felix Chearm of Brand Energy was an essential collaborator on this project," said Wong. "His title is Group Brand Manager, but he played a strong cre ative role in conceptualising these TVCs." The production "street-cast," and with the exception of the female model in "Red", all other talent were non-actors, or actors with a 'down-to-earth' look. Wong utilised natural lighting in the shoot, as well as authentic props and minimal make-up. Both TVCs were filmed in The Old China Cafe in Kuala Lumpur. "Red" utilises a series of pans, filters and other stylistic flourishes, but "Smoke" relies mainly on the appeal of the cast. Improvisation was used during the shoot to elicit naturally amusing actions and expressions. Both 20second TVCs began their run on ntvy on 16 January 2003.

"Smoke"

Net everything needs to ne retS

this Chinese New Year

"Red"

aDOl MARKETINGCOMMUNICATIONS 13 E

ON December 28, 2002 the tradition al advertising term "target audience" took on sinister new significance in Australia with the Government's launch of a threemonth, AU$15 mil" lion "national secu rity public informa tion" blitz. Here's how the campaign's TV commercial goes:

POLICE DOGS AT CUSTOMS, CONTAINER XRAYS, LOOKING UNDER CARS AT PUBLIC BUILDINGS ETC Our security agencies have been upgraded and are ready to detect, prevent and respond to terrorism. All of us can play a part by keeping an eye out for anything suspicious. CUTBACK TO PRESENTER Over the coming weeks, the Commonwealth Government will be providing you with more information on how we can work together to protect our way of life. Be alert, but not alarmed. Together let's look out for Australia

PRESENTER WALKING TOWARDS CAMERA

COMMONWEALTH CREST + TITLE: LET'S

Presenter:

LOOK OUT FOR AUSTRALIA 1800123 400

Terrorism has changed the world, and

If you see something suspicious, call 1800

Australia is not immune. But the way of life that we value so highly

123 400. MV: Authorised by the Commonwealth

must go on.

Government, Canberra.

IMAGES OF THE AUSTRALIAN WAY OF LIFE: RELAXED, OUTDOOR, FRIENDLY INCLUDE SHOTS OF HARMONY BETWEEN AUSTRALIANS Australians are friendly, decent, democratic people - and we're going to stay that way. IMAGES OF INCREASED SECURITY SUCH AS PATROLS, SURVEILLANCE CAMERAS,

Though no sane and civilised person would deny the necessity to counter terrorism, reac tions to this campaign have been decidedly mixed. While a good many Australians may have accepted its exhortation to be "alert, not alarmed", many others have reacted with everything from apathy to alienation.

Whknprc/Mippn 1/1/1 I D p C I JAJI ILL|J by Chris Howden

YOU may well have heard of the All Blacks. You might even have some passing knowledge of the Black Caps - the New Zealand cricket team and there's a remote possibility you may have heard of the Tall Blacks - the Kiwi basketball team that did so remarkably well in the recent World Cup. But there's another team that every blackhearted Kiwi is pas sionate about - the Black boat. I can almost feel the flicker of incompre hension from here. Because the America's Cup - the Grand Prix of sailing - is huge is New Zealand, it scarcely makes a ripple of news elsewhere in the world. It is a battle of giants and of billion dollar wallets. Oracle from America, Alinghi from Switzerland are currently fighting out the Louis Vuitton Cup, the pre-cursor to the

ii*aDOI MARKETINGCOMMUNICATIONS

America's Cup. The winner will have the right to challenge Team New Zealand and that Black Boat. The smart money is picking the Swiss challenger Alinghi, skippered by Russell Coutts, a Kiwi defector and the winning skip per on the previous Black boat in America's Cup in 2000. And that's where it all becomes very interesting, because the line between sport and patriotism is very fine. Should Mr Coutts and all his crew of Kiwi defectors win, is he being a traitor to his coun try? As if answering the Kiwi sentiment, a campaign from Saatchi £r Saatchi urges the New Zealand public to be "Loyal". And in a stirring 60-

Some critics decry the blowing of so much money on bombarding the populace with a message that's as bland as it's bleeding obvi ous. More cynical observers see the campaign as nothing but a PR stunt designed not so much to alert Australians to the need for vig ilance as to divert their attention from what some see as alarming Government errors in the war on terror: gung-ho support of planned US strikes against Iraq; offence to friendly Asian neighbours by a stated will ingness, if necessary, to attack terrorist bases on foreign soil; and the failure of our intelli gence services to provide specific cautionary travel advisories before the October 12 bomb ing in Bali. But subjective opinion aside, the campaign has apparently been falling a good deal short of expectations. The Sydney Morning Herald has reported that the ioo-operator call centre set up to handle up to 2,000 calls per hour or 336,000 calls a week to the campaign hotline received just 2,615 ca^s or an average of 16 per hour in the first week. Why the phones failed to run hot, who knows? You could put it down to the holiday season, or attribute it to Australians' incurably "she'll be right" philos ophy of life. Then again, perhaps there's been little suspicious activity to report. Or, terrify ing thought as it may be in advertising terms, maybe the whole exercise is a dud, or simply missing the target. Dean Johns is available for strategic, creative, editorial and motivational assignments through creasia@optushome.com.au or Kiernan Advertising Services at edwinak@optusnet.com.au

second TVC featuring the music of Kiwi music icon Dave Dobbyn, famous kiwis are shown lin ing the beaches with hands on hearts in loyal ty to their team. Flags atop of office buildings and the Auckland Harbour bridge fly the "loyal" flag. Another, ill conceived, campaign from TBWA created a BlackHeart club to sup port the New Zealand team and to generally make life miserable for the defectors. A series of deriding billboards attempted to make the Kiwi defectors uncomfortable. But as passion ate as they are about sport, most Kiwis took a dim view of this Blackheart campaign and, per haps fortunately for all, it was dropped as quickly as it was started. So the fever pitch rises as we go to print. Will the Kiwis retain the America's Cup for the third time and continue to benefit from the billion-dol lar wave that surrounds this great Ocean race? Or will a defector steal the Cup on behalf of another small country - Switzerland, a land of equal beauty and ironically no sea?

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The

ADVERTISING RECESSION Relief Insight by Michael Newman

"...Now is when we need to pull these left field 'i'deas out of the bottom drawer, dust them off, and plonk right them in the centre of the boardroom table. A creative leap is the great and untapped cash reservoir of brand equity. It is literally worth fighting the good fight. As Mark Getty said in The Economist: "Intellectual property is the oil of the 21st century." THE Sydney Morning Herald reported in

The head of one of Australia's best agen

award-winning ads, it concluded, are an

January that advertising expenditure in

cies summed it up bluntly: "The anti-Christ

average of 2.5 times more effective than

Australia, according to client estimates, is

has won." So, Australia's not feeling lucky;

average ads.

tipped to rise almost 5% in 2003.

but are the 2003 creative prospects that

Strong growth, says the annual Starcom

grave throughout Asia, I wondered? (Is

They make an impact sooner. They're memorable for longer. They don't need as

Media Futures survey, will be seen in the

there light at the end of tunnel or is that a

much media money behind them to be

alcohol, beverage and entertainment cate

train coming towards us?)

effective. The great "i" words - ideas, insights, intuition, inspiration, innova

gories. (A boom in alcohol, beverage and

I hope not. It's bad enough being in a

entertainment? In Australia? Who'd have

recession without being depressed as well.

tion, innovation - these are the big things

thought it? Maybe it's the agencies cele

Yes, of course I know it's hard to sell origi

that big business really needs from its agen

brating already.)

nal ideas at the moment. But it's never been

cies right now, preached former Pepsi

After their historically awful last year,

a piece of cake. Howard Allen, an American

Canada client, Kevin Roberts. They are

which saw ad spend slipping 1.2% Downunder, the news that three quarters of

scientist who contributed to the develop

among the most sophisticated tools at the

ment of the first computer, advised creative

marketer's disposal today. But they're also

Aussie advertisers surveyed expect positive

people: "Don't worry about people stealing

among the least well understood and

growth in 2003, despite the US/Iraq situa

your ideas. If your ideas are any good, you'll

applied by clients, even at the best of times.

tion, indeed merits

a "quiet lunch."

have to ram them down people's throats."

Now is when we need to pull these left

However, it begs the question, will advertis

Think about it like this: what is actually

field 'i'deas out of the bottom drawer, dust

ing creativity rise to a corresponding degree

really hard, in these days of parity, is for

them off, and plonk right them in the cen

in Australia during 2003?

advertises to have a better product than

tre of the boardroom table. A creative leap is the great and untapped cash reservoir of

during the last year or two hit Australia

their competitors. It's also tough to get a better distribu

probably the hardest of all. Only the ANZ

tion system than competitors. And, it's

the good fight. As Mark Getty said in The

campaign (M&C Saatchi, Melbourne) con

the biggest ask of all to try and sell at a

Economist: "Intellectual property is the oil

sistently outperformed the all ordinaries.

lower price.

of the 21st century."

Asia's region-wide creative recession

brand equity. It is literally worth fighting

Other major advertisers retreated into fail

So, increasingly, high creative and emo

It's great news some advertisers are

safe style executions that certainly never

tionally powerful advertising is about the only weapon that can make a real differ

Or, therefore, be noticed. The one indus

ence to a brand. That's why I'm optimistic.

beginning to think about prising open their wallets again. Problem is, without an extra investment in creativity, any increased ad

try Christmas party that I attended in

(And sunny natured to a fault.) Don't forget ammunition like the Gunn

spend will boost media coffers more than product sales. The solution is insight. 0

failed to be safe.

Sydney last year seemed peopled by the walking wounded; "defeated" and

Report: a two-year, worldwide study that

"depressed" would be putting a positive spin

post-charted the effectiveness of award-

on the collective mood.

winning ads worldwide. Highly creative,

16 aDOl MARKETINGCOMMUNICATIONS

Michael Newman is the author of the just published Creative Leaps (John Wiley £r Sons), and heads the ideas company brandnewman - brandnewman@ozemail.com.au

Newsweek

THE INTERNATIONAL NEWSMAGAZINE presents

Is Anybody Out There? Creative legend Jim Aitchison and the "high priest" of Asian media, Mark Austin of the Tempus Group, will be in Kuala Lumpur on 23 March to launch Is Anybody Out There?. Admission by invitation only.

Date: 23 March 2003 Time: 4.00 p.m. Venue: Kuala Lumpur Golf & Country Club

Organized by:

Co-sponsors:

ADVERTISING AND COMMUNICATIONS MAGAZINE

CRUSH moNPlCBES M X

Agency

_ BENCHMARKING

is this your copy of ADOI?

For your own one year subscription (12 issues), send RM100 to Seldgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000, Kuala Lumpur, Malaysia. Or email kalai@ham.com.my

FOR the first time, decision makers from the region's major advertisers have gra ciously participated in a survey on agency compensation. We now have the data to benchmark against other studies around the world and in Asia itself over time. And we were fortunate to work on the Asian Agency Compensation Research, undertak en by Asian research agency Saffron Hill with database support from ADOI magazine. The interim results were presented recently in two workshops in KL and Singapore to tie in with the visit of David Beals, CEO of Jones Lundin Beals in the US. David's firm has more than thirty years of compensation experience and research his tory of US trends. So where does Malaysia fit in? When complete at end February, it will cover 150 regional and local advertisers in the three markets of Malaysia, Singapore and Hong Kong. Over no of these are already completed, including local players such as Nestle, Unilever, Maxis, timedotcom, Dutch Lady, Ford, Coca Cola, Bumiputra Bank, Microsoft, Dell, Royal Brunei, Wyeth and many others. Individual results are of course confidential, but it's the combined results that show some real insights into compensation trends. Dividing the Budget In Malaysia, 66.5% of these marketer's bud gets is spent on Above The Line (ATL) adver tising, the rest on Below The Line (BTL). More importantly, the ramification for agencies is that if most of this ATL money needs to go to pay for media, the below the line portion is something like 75% of total agency revenue - a higher figure than I think even we anticipated. The challenge then comes on the more important aspect of how the agency gets paid for its time

Fees vs Commissions

Email ham@pop.jaring.my for details

18 aDOl MARKETINGCOMMUNICATIONS

We're fortunate to have trend data from Jones Lundin Beals the US that shows the shift from media commissions to fees - in the most recent survey (2000), 68% of US marketers have moved to paying their agency on labour based fees. In Malaysia, this number is only 15%. In addition, pro ject based work takes up a further 28% of assignments, reflecting the tactical nature of many relationships here. The big danger though for both agencies and clients we see though is simply this - if 49% of relation ships are on commission and yet 75% of the

What's Next on Fees?

income is for below the line tasks, shouldn't there he a better, more appropriate way to pay the agency?

people - human beings that actively want to work together for a common goal.

Expanding Agencies

Our consultancy has been a firm advocate of agencies getting 'some skin in the game' as one local MD has put it - we believe it works in both parties' interests. So we see Singapore - with just 21% of marketers pay ing their agency on some sort of perfor mance basis - having a long way to go to this end. Put another way, 79% of agency rela tionships in Malaysia have no incentive apart from the traditional incentive of 'not getting fired' which we think is only bad medicine that needs some sweetener. In Year 2000 US study, over 35% of relationships are on a performance basis, a number we expect to be closer to 50% when we survey US mar keters again at the end of this year.

It's important that both sides remember that its not only the agency business that's suffering. The shakeout in many sectors in the last two years has dramatically affect ed the overall marketing landscape. That said, clients and agencies need to think differently to avoid discounting while dropping service levels, and fees with per formance incentives are clearly the best step. The client-agency relationship is much more like an employee-employer relationship than a true vendor relation ship. So on this basis, the one key word to come from both workshops was trans parency - marketers sharing with agencies their sales targets and brand challenges, and in return, agencies being very clear about charging a fee to cover specific peo ple's time with an agreed profit margin. And an incentive. As another industry leader put it - 'human beings are human beings - we need motivation'

Paying for Performance The survey also looked at the nature of Media specialists and Below the Line agen cies as part of and separate from the main Ad Agency. 67% of respondents still have media managed by their primary agency, but this number we believe will go down sig nificantly in the next study. A major chal lenge we strike in our work now is how to get these agencies to connect more effective ly with each other. Whether they are under one profit centre, one roof or one owner has n't made any significant difference in the US from Jones Lundin Beals' experience who still sees a wide inconsistency in the area of integration. Ultimately, it comes back to

SAFFRON HILL

How is the budget split? Q What roughly is the split of your marketing expenditure between the following activities? Base: All respondents ("Nan response omitted).

The full report will be completed by Saffron Hill in March and will be available for clients, agencies and the industry at large. Greg Paull (greg@rthree.com) is principal of client-agency consultancy R3 Asia Pacific, part of a global group specialising in agency remuneration, relationships and reviews.

ASIA+

|N=102)

% Above the line & Media planning/buying

(N=39*)

66.5

64.2

Below the line

(labour based)

M6.1

J5'3 >

I]6'3

33.5%

Interactive 11.4

35.8%

03-3

• 28

(fixed fee)

1.7

]3'1

1° + - Represented by Singapore. Malaysia. Hongkong. Page 3

- Represented by Singapore, Malaysia. Hongkong. - Small base

' - Small base

SAFFRON HILL

What are trends in the United States?

o/0

Project based/Others

Varies Public relations

(N=109)

I43

Monthly retainer

Event marketing

•49

Percentage of billings

19.5 13.3

RESEARCH

Q: Which of these would describe the compensation structurefor your pnmary agency? Please circle all that a Base: All respondents

ASIA+

Direct marketing

SAFFRON HILL

What are current payment practices?

waAint

Compensation based on performance?

SAFFRON HILL RISAHtH

Q: Do you have a perfoimance based element in your agency compensation structure"-' Base: All respondents.

71%

70%

68%

66%

• -

* •.

62%

61%

Monthly Retainer (Labour based)

MALAYSIA (N=39")

ASIA+ (N=109)

* * • -

53%/ X

32%

30%

35%/ —*

f 35% •

24%

21%

- 21% *

12%

8%/

—

1985

1991

1994

11%.--

1997

Only 21% of advertisers in Malaysia compensate their agencies based on performance.

35%

21%

18%

Percentage of billings Malaysia (retainer): 15%

Project based/Others

\ .. 1982

Malaysia (% of billings): 49%

Based on combination of company + agency + advertising performance. - - Represented by Singapore Malaysia. Hongkong. - Small base

page 5

aDOf MARKETINGCOMMUNICATIONS19

Due to a publisher's error, the incorrect credits appeared last month for the TVC below. Any inconvenience is regretted.

WORKING WITH YOUR

DM Division (a.k.a. Do the Right Thing) by Kurt Crocker, Creative Director Drayton Bird, Crocker &• Mano

in charge of recommendations to these clients. Even if their charge has been to ensure "total communications," advertising generalists have not been and never will be able to fully realise the full potential of Direct Marketing. So what happens is this. Generalists attend key meetings and briefings with their big clients. The subject of Direct Marketing will only come up if the client is wise enough to mention it. They usually don't. The generalists will then return to the agency and brief their team. Quite often, the Direct Marketing part of the team is either brought in much later, or not at all. What a waste. It's time to rethink this ineffective process. LET'S say you are working in an advertising agency that has either a sister Direct Marketing agency, or a Direct division. Do you maximize the benefits of your special ists for your clients, and therefore, improve client relationships and your own longterm profits? If you're a client, do you recognize how Direct Marketing/CRM can help you achieve your sales objectives? If you're not sure, do you have an agency that can and does identify Direct Marketing opportuni ties for you as part of a working routine? Even advertising agencies that have long advocated the power of Direct Marketing underutilise the expertise. And by "exper tise" I mean a covey of eagle-eyed, full-time professionals with many years of Direct Marketing experience and proven knowl edge. Not just in the people who service clients and propose marketing strategies, but the entire team... from creative through production and media.

Client: ICI Paints (M) Sdn Bhd

Agency: BBDO Malaysia Executive Creative Director: Paul Regan Copywriter: Bhavani Rajaratnam Art Director: K C Agency Producer: CK Ho Cinematographer: Harold Goh Film Director: Teck Tan Executive Producer: Brian Francis Line Producer: Penny Woo

DIRECTOR REPRESENTATION and PRODUCTION SUPPORT No.210, Jalan Ampang, 50450 Kuala Lumpur Tel: 60 3 2166 6448 Fax: 60 3 2166 6468 www.passionpictures.com. my

Time for Change So, OK, your agency is lucky to have both generalists, and an honest-to-goodness Direct Marketing/CRM division (or sister agency). If I'm right, and you're squander ing the value of your own experts, what's going wrong? Major clients, the ones with high-spend media budgets, are generally "led" by the agency group that reaps the biggest bucks. That's almost never the Direct Marketing folks. So you automatically have generalists

A Radical Idea Consider this: Co-Account Directors one generalist, one Direct Marketing spe cialist. This has been done before? Well, yes, there have been account directors from dif ferent parts of an agency assigned to the same client. But the power has always been given to generalists. They have always been the account leaders. Better still, forget the co-idea. They'd probably kill each other anyway. The next time you pitch a client that promises 80% of the budget for advertising, give the lead to your Direct Marketing account director. Give him or her the responsibility to man age the client's advertising as well as what ever Direct Marketing may be required. There is no downside to this idea. The agency may end up recommending a bigger role for Direct Marketing, but it will be in the client's best interest, so you're likely to keep their business longer. And the client will get the right solutions more often. For example, if a press campaign could build the brand as it generated leads, only a Direct Marketer would spot that opportunity. If you're a client, and are ever pitched by an agency that offers this happy plan, don't just put them on your short list. Hire these geniuses. They will make a world of difference to your bottom line. But while your waiting, don't hold your breath. The phrase "agency profit margins" is heard within the cloistered confines of most agen cies a zillion times more often than "client's best interest.''©

Grey Global Group Restructures Lawrence Chan Appointed VP "As 'Synchronized Team' brand leaders we take on a 'media neutral' role to work with the team comprising specialists in the respective marketing communications disciplines, to find the most suitable marketing communications mix to meet the clients' objectives," - Ong GREY Global Group has announced a complete restructuring of its advertising operations in Malaysia and for the first time will include a team of Vice Presidents for its advertising arm Grey Worldwide, each heading a dedicated "Synchronized Team" of brand communication specialists. Reportedly, each VP will handle between one and three accounts. This restructuring follows Grey's recent introduction of 'Synchronized Marketing', a proprietary tool developed to optimise the mar keting communications mix and achieve the most cost-effective business solutions for clients' brands. To fill one of the Vice President roles, Grey

has hired industry veteran Lawrence Chan, who will head up the 'Synchronized Team' responsible for First Mobile Group and United Straits Fuso - the sole distributors of Samsung mobile phones in Malaysia, and United Straits Fuso - the sole distributor and assembler of Mitsubishi commercial vehicles. Both accounts are recent new wins for Grey in Malaysia. "This is indeed a thrilling time for me to return to my former home," said Lawrence, who returns to the agency after a five-year absence. "I must say I am happy and proud to once again be a part of the Grey family. Samsung and Mitsubishi are both outstanding brands to work with; I'm looking forward to

further developing these blue-chip accounts with my new team and showcasing Grey's bril liant creative capabilities." Other 'Synchronized Team' leaders include Vice Presidents Ong Bee Lin and Subarna Prabakar. Ong will look after GlaxoSmithKline, ING Insurance and Effem Malaysia (Mars), and Subarna will oversee Procter & Gamble. Both were promoted to these newly created positions. "These are truly exciting days for Grey here in Malaysia," said President Grey Global Group - SEA, Chris Leong. "Not only are we experi encing a surge in new business wins, but we are also putting in place a new structure that has proven to be extremely effective in Grey offices elsewhere in our global network." "As 'Synchronized Team' brand leaders we take on a 'media neutral' role to work with the team comprising specialists in the respective marketing communications disciplines, to find the most suitable marketing communica tions mix to meet the clients' objectives," said Ong. "Ultimately, this solution may or may not involve traditional above-the-line advertising, as most understand it to be. We firmly believe that this new structure will make us even more dynamic and effective for our clients, and we are certainly looking forward to the possibilities that will present."

REACH CONSUMERS. GET YOUR IN THE NEWS \TI

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<u -3 &J2

c o O

fe-s

Cartoonist Reggie Lee

Invited to World Economic Forum MALAYSIA'S highly noted cartoonist and

exposition, Reggie was also a panellist at a din

seassoned ad man, Reggie Lee, was invited to attend the World Economic Forum, which

ner session entitled "Humour in the Workplace."

was held in Davos, Switzerland, from 23 to 28

different delegations, so it was difficult trying

January 2003. This annual forum, themed

to fit everything into my already tight sched

"I've was inundated with invitations from

"Building Trust" this year, hosts heads of

ule, but met as many delegates as I possibly

state and top government leaders as well as

could to better understand their cultures and

corporate CEOs.

ideologies."

Reggie said that is was a great honour to

Reggie Lee publishes his cartoons in

attend the event alongside some of the world's

various publications as well as on the

most famous cartoonists including Patrick

Malaysian version of the Microsoft Network

Oliphant, Thomas Gibson and Kevin Kallaugher.

(http://msn.com.my). He also maintains his

cartoonists including Patrick Oliphant, Thomas

own website (http://www.reggielee.com).

Gibson and Kevin Kallaugher..."

In addition to participating in a cartoon

"...is was a great honour to attend the event alongside some of the world's most famous

Neil French To Be Honoured At Clios Ad legend named Lifetime Achievement Laureate for 2003 The Clio Awards will honour legendary cre

entering advertising," said Rick Boyko, chief

ative director Neil French with its 2003 Lifetime Achievement Award. French, for

creative officer of O&M. "Things like waiter, and creative director. Fortunately for us,

O&M, was chairman of Clio's executive jury

after finding his way into advertising, he

in 1997. "Neil is reported to have won more cre

found his way into Ogilvy. In doing so he changed how we looked at and judged the

ative awards than anyone in the world -

product we produce. He challenged us to

over 500 at last count," said Andrew Jaffe,

push harder, always question the work we do

executive director of the Clio Awards. "But

and to never settle for mediocrity. Neil has

volume alone - even of quality work - isn't

proven that to his long list of careers, he

what distinguishes Neil. It's his passion for

needs to add that of mentor."

great creative and the way he champions young people to keep on doing better."

"Neil French absolutely owns the room," commented David Droga, worldwide creative

Neil, often recognised as the "father" of

director of Publicis. "When you're with him,

Asian advertising, first arrived at O&M

you can only sit back and bask in his person

Singapore in 1983 as creative director. He

ality. His enthusiasm for creativity is hum

then moved to The Ball Partnership as vice

bling and his myriad of stories and misad

chairman and group creative director, before

ventures, addictive. Basically, Neil is the

returning to Ogilvy in 1992 as a regional cre ative director for its Asian offices. In 1997, he

uncle I always wanted."

was named worldwide creative director of

British adman David Abbott and director

Ogilvy & Mather Worldwide.

Tony Kaye. The award will be formally pre

"Neil French, like David Ogilvy, had amassed a lengthy list of careers before

21+aDOI MARKETINGCOMMUNICATIONS

matador, pornographer, actor, copywriter

mer long-time worldwide creative director of

Past Clio Lifetime Award laureates include

sented to Neil French during Clio Festival Week in Miami from 18 to 21 May 2003.

PowerSuits Power Suits 2003 honours Malaysia's advertising frontliners. In fact, it is Malaysia's first award show dedicated to account manage ment professionals. What are you waiting for? Nominate your staff today and they could be on their way to Langkawi from March 27 to 30, 2003 to receive their awards at the inaugural Malaysian AdCongress. That event is organised by the Malaysian Advertisers Association (2As). What audience could be more fitting for a Power Suit award than one made up predominantly of clients? Every nomination must be accompanied by a written testimonial describing just why the nominee qualifies for such an award and signed by the head of the ad agency. All entries must be staff working in Malaysian ad agencies. Entries may also include additional testimoni als from managers, colleagues, or even clients - in short, anyone who can offer evidence why their nominee deserves to be a Power Suit. Each nominee will be evaluated before a panel made of judges made up of agency heads, clients, and even one or two creative types. Shortlisted candidates will be called for face-to-face interviews. From there, the winners will be chosen, and whisked off to Langkawi for a weekend of fun, partying, and a dose of well-deserved recognition while learning a thing or two at Malaysian AdCongress 2003. Closing date for nominations: February 28, 2003.

THE CATEGORIES

DEADLINES FOR NOMINATIONS

Young Suit of the Year

All nominations must reach Sledgehammer Communications (M) Sdn Bhd by 5pm on 28 February 2003. Postal and courier address is 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur. Tel: 03-7726 2588 (Ragoo/Kalai) Fax:03-77262598.

This award is open to Account Executives with less than two years' working experience in account management. This individual should possess the kind of drive, determination, and instinct that marks him or her for a bright future in advertising. He or she should have already demonstrated an apt understanding of the bridge building process - the knack for bringing agencies and clients clos er together.

RULES AND REGULATIONS 1.

Account Manager of the Year This award is open to those with a minimum of three years working experience in account management who are currently working as Account Managers (Account Supervisors in some agencies). He or she would have by now shown an exceptional ability to service a client as the head of a small team. He or she would have demonstrated a keen eye for a client's businesses. Again, strategy is going to be hallmark of this person's capabilities.

Account Director of the Year

15 February 2003. 2.

All nominees must have been working and residing in Malaysia in 2002.

All entries must be sent along with an A4-size typed sheet detailing why the nominee qualifies for the particular award/category (500 words maximum) and signed by the agency head.

should be on an A4-size typed sheet (500 words maximum).

in account management who are currently working as Account Directors. He or she would have shown an exceptional ability to develop a client's business, win pitches and a strong sense of leadership.

Group Account Director/Client Service Director of the Year

Each nomination must be accompanied by a cheque for RM100 made payable to Sledgehammer Communications (M) Sdn Bhd.

The winner of each of the five categories will receive an expense paid trip to Langkawi from 27 to 20 March 2003 for the inaugural Malaysian Ad Congress 2003, organised by the Malaysian Advertisers Association (2As). Winners will also receive a trophy of recognition. In the event, that the winner is unable to attend the event, no substitute prize will be given.

Brand Planner of the Year

men is critical. They liberate creative people and crack the code to great ideas.

All nominees will be called before a panel of judges on one of two dates: 1 March 2003 and 8 March 2003.

Director in the making.

This award is open to those with minimum two years working experience in brand planning who are currendy working as Strategic Planners in ad agencies. They need to obviously need to know all about creating breakthrough strategies for brands and have a holistic perspective to the agency's approach. A grasp of consumer understanding, creative possibilities, media depth and business acu

Entries may also include up to three (3) additional testimonials from employers, colleagues, or clients. Each should include the full contact details of the author and

This award is open to those with a minimum of five years working experience

This award is open to those with a minimum of five years working experience in account management who are currently working as Group Account Directors or Client Service Directors. He or she is at the top of the game, a seasoned pro, he or she knows their clients' business like nobody else. A potential Managing

All nominees must be current employees of any advertising agency in Malaysia as of

Any further evidence that may be required by the judges shall be asked on a need-toknow basis. Those not supplying such information can be disqualified at the discre tion of the organisers without any notice of explanation.

The entries and any related materials become the sole property of the organisers. The organisers retain the rights to reproduce any materials submitted in connection with the awards. The organisers will not be responsible for the loss or damage of any

Power Suit of the Year

materials submitted.

From among the winners of the five individual categories above, one will be cho sen for further recognition as Power Suit of the Year - Best of the Best for 2003!

10. The decision of the judges is final. No further enquiries will be entertained.

THE Malaysian Advertisers Association (2As) will be hosting its inaugural Malaysian AdCongress 2003 from 27 to 30 March at Pelangi Beach Resort, Langkawi & Spa Resort in Langkawi, Kedah. The theme for the Congress is "What's Next - For You, Your Brand, Your Market, Your Industry?" According to the 2As, Malaysia is a microcosm of the pressures being placed on the industry from a global front. Within the context of a plural society, advertisers find themselves increasingly grappling with key chal lenges: the shift from protectionism to globalisation and the threat from glob al brands; discerning and demanding consumers; new channels of distribu tion; new and emerging technologies; and the proliferation of media choices. The primary role of an advertiser is to try to integrate and coordinate marketing communications to stimulate top-line growth. Amidst these chal lenges, there is an increasing level of protest from professional consumerists, environmentalists, and the government. Within this constricted framework, marketers strive to build brands. How to confront these issues?

Speakers who have been invited to MAC 2003 are YAB Dato' Seri Dr Mahathir Mohamad; Jose Lopez, President MICCI; YBhg Tan Sri Francis Yeoh, Managing Director, YTL Corporation Bhd; Paul A Wheeler, VicePresident & General Manager South East Asia, Glaxosmithkline Consumer Healthcare Sdn Bhd; Koichi Yamamoto, Senior Manager, Corporate Behavior Department, Dentsu Inc; Dr Cheong Choong Kong, Deputy Chairman & CEO, Singapore Airlines Ltd; Mike Townsin, Regional Director, Mediacom Asia Pacific; YBhg Datuk Paddy Bowie, Managing Director, Paddy Schubert Sdn Bhd; Peter Bullard, Senior VicePresident/Managing South East Asia & Network Group, MTV South East Asia; Navonil Roy, General Manager Creative Marketing Group, Sistem Televisyen Malaysia Bhd; David Wethey, Chairman, Agency Assessment International Europe; and Zainuddin Bahaudin, Executive Director, Perodua Sales Sdn Bhd. For details and information on how to attend, contact the 2As at 603 7660 8535 or email maa@macomm.com.my.

Your time has come. You do the work, work out the strategy, couch the client, cuddle y o u r creative colleagues and what happens when your work wins at the annual awards show? Someone else gets all the accolades while you sit in the darkness of the cold hall wondering if it is fair. Save for a credit line at the bottom of the cert. As an account management professional, you are managing what is probably the most difficult and trying job at the agency. When you do not meet the bottom line, your job is on the line. When you lose a client, you're normally the first to go. They call you names like glorified bag carrier, client's mouthpiece, toothless tiger, or suit. But you're not as straight-laced as they think you are. You are at the frontlines of this advertising game. A Jack of all trades and master of one - your client's business. You have to be sharp, smart and sometimes suave. Without doubt, you are the most important salesperson in the agency. A true entrepreÂ

neurial mind who knows what it takes to manage a successful business. That's why ADOI is introducing probably the world's only dedicated awards event for Account Management professionals. Power Suits 2003. The selection process will involve being interviewed by a distinguished panel of leading advertisers, agency heads, strategic planners, and even some illustrious creative people! Winners will get an all-expenses paid trip to the inaugural Malaysian Ad Congress 2003, organised by the Malaysian Advertisers Association from March 27 to 30 in Langkawi. There, you will be awarded your prize before an audience of clients, advertisers and peers at a dinner sponsored by ntv7. What better way to be applauded and recognized by your industry. There are five categories you can enter: 1. Young Suit of the Year 2. Account Manager of the Year 3. Account Director of the Year 4. Group Account Director/Client Service Director of the Year 5. Brand Planner of the Year From among these five, one person will be selected aS Power Suit of the Year 2003 - The Best of the Best! Email ham@pop.jaring.my for details. Closing Date for nominations is Feb 28. ADOI Power Suits 2003 - honouring advertising's frontliners. It's about time!

Main Sponsor:

Co-Sponsors:

HACIO NCIWQ8KS

ielsen

energy

air.7

think beyond

Kind Acknowledgements:

MAA

Himawari ftW

ItSSlu

aDOl MARKETINGC0MMUNICATI0NS 27

SuitSpecial

Fresh Faced Talent by Lena Nightangle

INSTEAD of submitting the usual print ed page to the Media Award panel Grey senior account executives Adele Cheah and Michael Wong made a video. Their account director became camerawoman as they ran around the office while she filmed their day-to-day work. They even interviewed the client who apparently was so happy to sing their praises that he started talking even before they could get the camera rolling. The final result obviously impressed the judges who deemed Adele and Michael Media's Best Newcomers of 2002. It is usually an individual award but Adele and Michael submitted their entry as a team. The pair has been working for the last 18 months as senior account execu tives at Grey Global Group Malaysia and are currently working on the GlaxoSmithKlein account. This includes brands such as Ribena, Horliclcs, Eye Mo, Zontel, Sensodyne and Aquafresh. Adele and Michael claim that the award has not significantly changed the way they work. They have always been motivated by very high personal expectations. Michael said he has always seen his work as reflection of himself and the award has not changed that. They were and still are very commit ted to their work. They did admit that other people might see them differently since they received the award. However, any increase in expecta tion is external and largely irrelevant as they seem to drive themselves quite effec tively without pressure from others. But they did enjoy the congratulations from col leagues in the corridor. Their take on advertising seems to be very personal. Adele described Grey as a family. "You know each other's problems," she said. Which echoes what Chris Leong, President for the Grey Global group said when they won the award: "Michael and Adele have cer tainly show great talent and contributed sig nificantly to the Grey family." For Michael, advertising literally runs in the family as his mother works in the indus try while his father works in the media. His parents were supportive of his decision to go into advertising but his mother does worry

28aDO! MARKETINGCOMMUNICATIONS

Media best newcomer of 2002 award

about his hectic schedule, his health and his love life. Adele initially wanted to be a graphic designer; she studied business at university before deciding on advertising. She is most interested in the creative aspects her job "like how you buy media, how you package things." For Michael the initial ideas stage when thinking how to develop the brand is the most exciting part. Recently Adele and Michael have been working on an 'X rated' campaign for Maxactive, an Aqua fresh toothbrush, which has been running from November in Malaysia. "How would you picture a toothbrush in an X rated campaign?" Michael asked. This writer raised an eyebrow. "Exactly," he replied. The challenge they believe is to work around the restrictions on advertis ing. To be forced to come up with ways around the situation and to create cam paigns that tantalise and arouse curiosity in the target audience. Michael described the advertising industry as a sink or swim situation. He described it as survival of the fittest. With Adele's interest in sport and Michael's enthusiasm for outdoor activities these two seem fit for the 'game'. Adele and Michael are certainly active at work as well as in their free time and 'growth' seemed to be the theme of the inter view. They want to 'grow' everything them

selves, the brands they work on and the Malaysian market. Malaysia an exciting place to work at the moment, they said, as the mar ket here is expanding. Twenty some things in KL represent a big market which Adele and Michael believe needs to be tapped with new advertis ing techniques. "How often do the younger genera tion sit at home and watch TV?" Michael asked. "Or read?" Adele added. So advertising has to be not just about TV ads or print media but something different "it real ly needs to get out there." I wondered if Adele and Michael's new ideas might be a bit risky for their clients especially as some of the brands they work on, such as Horliclcs, have less than trendy image. But they are aware of this "you can't jump in the deep end straight away" Adele admitted. Michael said that without scaring the client it was possible to show how they could develop their brand in a more subtle way. They appreciate it might take a while for the brand to get to a certain stage but they are armed and ready with ideas of ways to work towards it.

mm n miHtMjjiMMg

Creativity propelsOMD to the top

SuitSpecial

This is more successfully achieved when they have formed a strong working rela tionship with the client, something which Adele and Michael obviously put a lot of effort into doing. They aim to find the soft spot in any client; a way to get in and then allow the client to warm to them. Perhaps going further than is strictly required by their job they make every effort to interact with their clients personally. Taking them bowling and to karaoke. "The bottom line is we get to know them," Michael said. Adele added, "There is still the line there but it really helps when you build that personal relationship." •Michael maintains that you have to know that business is business and pleasure is pleasure but I would contend that with the amount of fun they profess to have at work it could be easy to get confused. Michael sees himself as a chameleon making every attempt to blend in with the client they are working for. "It is not about being an agency and a client but having a bridge connecting." Ideally they want to be considered as part of the client's marketing team not as people from the agency and in the case of GlaxoSmithKline they seemed to have achieved this. "If there were two words to describe these brats, they would be 'our own', though Grey would never let them go!" commented Thanasekaran, country manager for GSK. They have been described by the people they work with, as full of energy and ever prepared to go the extra mile to get results. Also they are both fresh enough and flexi ble enough to be constantly alert for new ideas. Adele's way of working is to talk to everyone she can. "Even the taxi driver has all these quirky ideas." "Even our tea lady. You would be sur prised a how she acts, the things she needs and how she views things," Michael added. I am inclined to the feel sorry for the tea lady unwittingly becoming the subject of market research as she does her rounds. But Adele and Michael are so genuinely enthu siastic that their hyperactivity and perhaps slightly obsessed drive can be forgiven. This drive, their energy and their pas sion are what make the two of them stand out from the crowd of up and coming exec utives. As Adele says they have the passion and the initiative to come up something to get themselves out of most situations. Michael added, " You have to have faith and you have to have hope." "Michael is the hopeless romantic," Adele playfully quipped. They are prepared to carry out hands on research into the target group for the pur pose of research. If they ever get stuck for an

idea they become the target audience in a bid for inspiration "we go there, we act as if we were that age," said Adele. Adele and Michael believe they have contributed to the lively atmosphere at Grey. Being noisy and enthusiastic they have lightened the tone in the office. They both love to socialise and they have taken on organisation of the Grey recreational club and host events and parties. Clearly Grey appreciates the work they are doing and they also paid tribute to the agency and especially their account direc tor Ong Bee Lin. Adele and Michael claim that Ong is always open to discussion.

She provides them with guidance while at the same time allowing them space for self-development. Michael said that the opportunities Grey had given them were tremendous. But will they still be with Grey when they are 35? For people in their early twen ties, 35 is another lifetime away. Michael said, "Maybe with Grey but Grey Malaysia I am not sure." But for the foreseeable future they both plan to stay with Grey and in Malaysia. Adele says there are lots of areas she still wants to explore within Grey such as per haps events and promotions.

aDOi MARKETINGCOMMUNICATIONS29

Owner

TIME Tn Tako

BUSINESS MORE SERIOUSLY by Amit Jain

"TIME has always been committed to covering business, and in the last few years, business articles have moved beyond traditional borders so that the stories themselves have a more far reaching impact on business decisions" - Ivy Choi Michael Shuman and Jim Erickson

TIME is raising its business editorial profile.

but we also extensively report on per足

The expansion of its business leader team

sonalities, the social impact and the

recently has put paid to criticism that the

trends behind business and economic news,

global news weekly was losing touch with the world of business.

offering readers a unique perspective and

On board are Jim Erickson, Jim Frederick

bringing them the "story-behind-the-story", she added.

and Michael Schuman. Erickson joined TIME

The team brings in a fresh pool of knowl足

in January last year and is the senior editor,

edge and editorial style to TIME Asia. Jim

Business and Technology. Frederick joined

Erickson has for more than 20 years covered

TIME Asia in September as a senior editor.

business and technology. In his most recent

While, Michael Schuman took up his place as

post, as the assistant managing editor of

TIME Asia's business correspondent much

Asiaweek he was instrumental in its

more recently. From its base in Hong Kong

redesign and relaunch. That did not save the

the team will cover a broad area of economic

magazine of course, but Jim came out

and business interest.

looking like the last man standing. Erickson

Underscoring its commitment to business

earned a reputation for hard nosed business

reporting TIME Asia invited a select bunch of

journalism in Seattle, Washington, where he

marketing associates for an editorial lunch

first became an award winning reporter. He also wrote the best-seller "Hard Drive: Bill

both in Kuala Lumpur and Singapore. While TIME has held such lunches before, this was

Gates and the making of Microsoft Empire",

the first time that the publishing giant has focused on its business team.

the first biography of the software tycoon. Jim Frederick, who was expected to chair

"TIME has always been committed to cov足

the editorial lunch couldn't make it in

ering business, and in the last few years, business articles have moved beyond

Singapore. Apparently, he was sent off to

traditional borders so that the stories

TIME Asia from New York, where he worked

themselves have a more far reaching impact

for the Money magazine as a senior editor. In

Japan for a "breaking story." He moved over to

on business decisions", said Ivy Choi,

his five and a half year stint he wrote and

associate publisher of TIME in Asia.

edited stories on virtually every subject.

"With our expanded business editorial team, not only do we cover the numbers and

Frederick has also freelanced widely, for pub足

statistics normally associated with business,

New York Times Magazine. He has twice been

3O8D0I MARKETINGCOMMUNICATIONS

lications as diverse as Working Woman to the And a lot of questions

Owner

... When it comes to business no place is more exciting today than China. Investors salivate with the very thought of doing business there...

Michael Shuman and Jim Erickson

named at the TJFR Business News Reporter "30 under 30" list of outstanding young business journalists. Relatively little is known about Michael Schuman, though. His extensive experience in covering business and economic issues includes spending six and a half years at the Asian Wall Street Journal (AWSJ), first in Korea, where he covered the Asian financial

crisis, and later in Southeast Asia covering mainly Indonesia. He was also part a team of AWSJ reporters who won an Overseas Press Club Award for the coverage of the crisis. Before working with the AWSJ, Schuman reported on international business at Forbes magazine. When it comes to business no place is more exciting today than China. Investors

salivate with the very thought of doing business there. No surprise then that the lecÂ ture that followed the lunch was titled, "Dragon Quest", Why Asia must love China. For most, it remained high on statistics and figures, but the crux of the matter was that China is poised to become the growth engine for the world and will someday overtake the United States as the biggest economy in the world. Cheap labour and a booming middle class is fast turning it into a megamanufacturing centre. The rest of Asia, particularly those that have a strong manufacturing base may lose much of their competitive edge over China but the change will throw up new opportunities and that in the long run will make it a win-win situation for all. We sure hope so.

Sherrin Loh to Spearhead TIME

and FORTUNE Marketing in HK

TIME and FORTUNE has appointed Sherrin Loh as the new marketing services director in Hong Kong. Sherrin will work closely with international sales staff to develop marketing strategies and advertising packages for clients. She will also lead the TIME and FOR TUNE branding activities initiated in Hong Kong. Sherrin will lead a team of three and report to Anne Pappas, vice president, TIME international marketing director based in London, and the associate publishers of TIME and FORTUNE in Asia. Andrew Butcher, the president and publisher of TIME and FORTUNE Group International said that Sherrin's experience in Asia media will boosts TIME's strength in

the advertising side of the operation. A native of Australia, Sherrin was previously the international media director at CIA Medianetwork Hong Kong. There, she "media managed" the international arm of the media independent servicing regional and international clients, including the Louis Vuitton Moet Hennessy group and Six Continents Hotel group - the parent company of the Inter-Continental, Holiday Inn and Crowne Plaza brands. She's worked in in the industry for the past nine years supervising and coÂ ordinating a variety of blue chip regional accounts including Intel, Shangri-La Hotels, Singapore Airlines, Alfred Dunhill and National Australia Bank.

aDOl MARKETINGCOMMUNICATIONS 31

fflediaBanc NewlVC Debut - Deco2/Jano3 Brand : Sony Hi Fi Title: The Pull Duration: 30secs Client: Sony Malaysia Sdn Bhd Agency: Sil Ad (Kuala Lumpur) Sdn Bhd Creative Director : Sa'ad Hussein Art Director : Sa'ad Hussein Copywriter: Leonard Aw Language : English if Malay Summary: The Sony Hi Fi with DVD playback have the power to pull your senses and mind.

Brand : Pizza Extreme Chicken Cheesy Crust Title: Lipstick Duration: 30secs Client: KFC Holding Agency: Ogilvy IT Mather Advertising Malaysia Creative Director: Sonal Dabral Art Director: Gavin Simpson, Tan Chee Keong Copywriter : Paul Lim, Donevan Chew Language: Malay, English & Mandarin Summaiy: Want something extreme? Go and grab the new pizza extreme chicken cheesy crust!

Brand: Mirinda Orange Title: Dancing Queens Duration: 30secs Client: Pepsi Agency: BBDO Malaysia Creative Director: Paul Regan Art Director: Justin Shin Copywriter: Zamri / Wayne See Language: Cantonese Summaiy: The drinks will put you mood to dance or practice martial art skills, but can you handle the highly-flavored and refreshing gulp?

Brand: Fernleaf Boneeto Title: Bike Duration : 30s & 20s Client: New Zealand Milk Agency: FCB Creative Director: S.P. Lee Art Director: KC Aui Copywriter: Joanne Tan Language: Malay, English Summary: One way to get kids to drink milk and get their calcium fix is to make the drink look fun with a tasty flavour.

Brand: McDonald's Title: Calligraphy Duration : 30secs, 15sees' 7sec Client: McDonald's Malaysia Agency: Leo Burnet Advertising Art Director: Elmo Lee Copywriter: Malek Abdullah Language : Malay, English, Mandarin Summary: The lunar year celebration is back and so is the mouth watering Prosperity burger. Enjoy the happiness, longevity and prosperity this year at McDonald's with your family.

Brand : Johnson & Johnson ph 5.5 Title: It Is Over Already? Duration: 15secs Client: Johnson &Johnson Agency: Lowe & Partners Sdn Bhd Art Director: Kevin Sim Copywriter: Baldish Kaur Language: English, Malay & Mandarin Summary: The new Johnson &•Johnson ph 5.5 shower gel is so smoothly soothing that you will wish the lingering sensation will never end.

For more information please call Izza Ismail of MediaBanc at 03 79S3 6668

32 aDOl

MARKETINGCOMMUNICATIONS

ACNielsen: Malaysians Among More Optimistic Continued economic uncertainty in the region in the past six months has led the majority of consumers in Asia Pacific to believe that recov ery from the global recession is at least another twelve to eighteen months away, according the latest results from the ACNielsen Consumer Confidence survey conducted earlier this month. Compared to the last survey conducted in July 2002, regional consumers have pro longed the effects of the global recession by another six months. ACNielsen's consumer confidence poll is an online survey of over 9,800 consumers in 13 Asia Pacific markets. "Economic uncertainty and concern over terrorism and war have had a one-two punch effect on consumer optimism in the region. With an absence of consistent positive news, people's expectations for recov ery are in a holding pattern," said Frank Martell, President, ACNielsen, Asia Pacific. Survey results reveal that Malaysian con sumers are more optimistic than the average Asia Pacific consumers. More than half of Malaysian consumers think that the global recession will recover in a year's time compared to 46% in the Asia Pacific coun tries Japanese consumers were rated among the most pessimistic in the region with 29% saying they 'don't know' when their decade-long recession will finally end, and 19% thinking they will have to wait until 2006 or beyond. "In Japan, we see a growing expectation of a per manent recession," observed Martell. While Southeast Asian markets have been particularly impacted by recent terrorism-related events in past months, respondents in every Asia Pacific country registered a dramatic increase in concern for both terrorism and impending war in the next six months. Respondents in Australia, Thailand and New Zealand are the most concerned. With the exception of Australia and New Zealand, consumers across the region are holding onto their purse strings and have generally been spending less on lifestyle activities. "Many consumers have cutback on expenses such as spending less on their social life, going out less and even taking taxis less. With no clear indication on when the economy will improve, consumers are spending more cautiously than ever before," said Martell. "Consumers remain tightfisted for the foresee able future." In the last six months, Malaysian consumers have not increased spending on any aspect of their lifestyle. 68% of Malaysian consumers say they spent less on luxury items compared to six months ago, and 70% spent less on going out. 60% spent less on holidays. And even expensiture on small ticket items has been scaled back - 64% say they are taking taxis less, and 47% are going to the movies less than they did six months ago. The less affected activities are eating out and house hold shopping. Needless to say, the gloomy economic climate has impacted spending on major investments and purchases as well. Many Malaysian consumers have deferred the purchase of big items such as automobiles and property as well as holding off on investments in the stock market. Are these spending patterns continuing into the new year? While consumers are not expected to open their wallets generously, there are some indications that consumers plan to purchase some items they have been deferring, or perhaps been saving up for. Survey results indicate that the most popular buys for 2003 will be digital cameras automobiles and laptop PCs. 3r% of consumers say they are looking to purchase a new digital camera in the next six months. 22% of consumers are looking to purchase a new car, and 22% are look ing to purchase a new laptop PC. Regional survey results show that around one in four regional con sumers are also looking to upgrade their mobile phones and one in ten are looking to get a broadband Internet connection.

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20-22 MARCH 2003

PATTAYA, THAILAND

For more information, contact the AP AdFest Secretariat and Official Organizer: Ptannova Co., Ltd. Tel: (662) 722-3202 Fax: (662) 722-3203 Email: boonsri@plannova.co.th Register online at: www.asiapacificadfest.com

Market Research Players Reach Consensus On Industry Actions J7 Email ham@pop.jaring.my for details

In the next issue of

ADOI...

"One of the main tasks of the Global Legislative Initiative is to inform lawmakers and the public about the distinctions between market research, which has a scientific basis and a strong track-record of guaranteeing confidentiality of data and consumer's privacy, and other activities," - Mario van Hamersveld In January, leaders of the market research

European office, run by the Research Alliance, was already set up last year in

level in all major world markets to promote

Brussels. In the North American market, GLI

laws that protect consumer privacy while

since 2002 is being represented by the North

assuring the freedom to perform market

American

and opinion research.

(NASRA), covering legislative efforts in

Research

Alliance

The leaders also decided to strengthen

Canada, the U.S. and Mexico. GLI efforts will be set up in Asia and Latin America in 2004.

nesses through a global online platform to

The third RELEAS Market Research

share best practices and help create metrics

Leaders Summit marked the end of a three

to measure the return on investment of

year process to discuss ways to address chal

market research and marketing. In addi

lenges the market industry faces. The RELEAS process was organized by ESOMAR

taken measures to empower market researchers working on the client side, by

and the ARF.

intensifying their partnership with their

Research Professionals. ARF (Advertising

ESOMAR is the World Association of Research Foundation)

represents

the

market research industry in the United

islative level is a major step ahead for the

States. EFAMRO is the European Federation

market research industry, which is in

of Associations of Market Research

increasing demand, but also experiences

Organisations.

increasing pressure from legislative propos als aimed at limiting the freedom of busi nesses to contact consumers or use con sumer data," said Larry Mock, President of CMOR and one of the initiators of the new Global Legislative Initiative. "One of the main tasks of the Global ers and the public about the distinctions between market research, which has a sci entific basis and a strong track-record of guaranteeing confidentiality of data and consumer's privacy, and other activities," added Mario van Hamersveld, director general of ESOMAR. Leaders of market research providers have committed to additional funding of the Global Legislative Initiative, on top of current investments. The plan involves investments of up to 3.5 to 4 million dollars covering the first three years of operations. Leaders will review the GLI's accomplish ments on a year-to-year basis.

3<+aDOI MARKETINGCOMMUNICATIONS

Survey

the added value of market research to busi

Legislative Initiative is to inform lawmak

15 March 2003

Legislative

market research industry at the legislative

"Creating worldwide presence at the leg

In your mailbox

Global

new worldwide initiative to represent the

counterparts in market research agencies.

Special

the

Initiative is a step-by-step process. Its

tion, the leaders gathering in Geneva have

Malaysian iroadcast

Establishing

industry in Geneva decided to support a

Other Key Steps Taken

At The Summit: Establishment of the Global Research Online Workshop (GROW), an online plat form for market research professionals to share best practices confidentially, pro vide benchmarking tools sustaining the measurement of ROI of market research and to collect trend data and case stories. Initiatives to strengthen the position of market researchers operating on the demand side of the industry will be taken, including high level meetings, such as the 'Managing Research for Profit Forum' scheduled for May 2003 in Brussels, aimed at demonstrating and improving the return on investment of market research.

is this your copy of ADO!?

NEWS BRIEFS: WORLD TIME LAUNCHES PDA SERVICE TIME magazine underscored an effort to reach new subscribers by offering access to TIME's January 14 issue on PDA (personal data assiatant). TIME says it expects to reach tens of thousands of addi tional subscribers annually in regions including Asia and Europethrough Avantgo, TIME's service partner. The PDA service can be accessed for free by registering with Avantgo at http://www.avantgo.com.

My AvantGo Consumer Service

• TNS TO PROVIDE SERVICES TO IBM IBM will work with market intelligence com pany Taylor Nelson Sofres (TNS) as its prima ry corporate research provider on customer commitment and global brand research. Led by TNS' North American operation, TNS Intersearch, the research will cover more than 85 countries and use TNS branded prod ucts and services to serve IBM's needs and develop technology that enables more sophis ticated data collection and delivery.

• ELECTROLUX APPOINTS LOWE The Electrolux Group has announced that Lowe Worldwide will handle the Electrolux European and North American consumer advertising accounts. The initial assign ment, to develop an international brand campaign for Electrolux, is on a project basis, with the full appointment to be con firmed later in the year. A joint team from Lowe's Stockholm, London and New York offices will manage the project

• CMR/TNS FORECASTS SLIGHT RISE IN US 2003 AD SPEND Ad spending is expected to rise 3.3% in 2003, up to US$117.5 billion, according to the fullyear forecast released today by CMR/TNS Media Intelligence. The report predicts spending increases in 2003 for all major media, with Spanish language television leading the way, predicted to grow 9.2% from its 2002 total, which closely follows demographic trends and the increasing attention advertisers are paying to the vitality of this market. CMR/TNS is a mem ber of TNS Media Intelligence, part of Taylor Nelson Sofres.

• TBWA\CHIAT\DAY WINS HARMAN BUSINESS TBWA\Chiat\Day announced last month it had won the Harman International business and its brands as the first new win of the year for the Los Angeles office. The agency has been awarded the strategic and creative assignments, while OMD has been given the media planning and buying duties for Harman Kardon, JBL, Infinity, Mark Levinson, Harman/Becker and Harman Multimedia. Management supervisor, Brynn Bardacke and creative director, Duncan Milner, led the team for TBWA\Chiat\Day.

Saatchis Take Triple Crown Recognition from Advertising Age and Adweek

"At the 2002 Cannes International Advertising Festival, Saatchi and Saatchi picked up a Global Network of the Year award as well as Agency of the Year for its London agency." Saatchi & Saatchi has been named Advertising Age's Global Agency Network of the year award for 2002. The agency also topped the magazine's annual ranking of new business wins. Another publication, Adweek, named the Saatchis Global Agency of the Year. "In the fifth year of the Kevin Roberts era, the Saatchi CEO's organic-growth-first strate gy proved a formidable hedge against reces sion," said the Adweek's editor Jack Feuer. Saatchi £r Saatchi grew worldwide billings by $USi-3 billion last year, repre senting overall growth of around 20%. The agency's performance was boosted by major new assignments from long-term clients Procter & Gamble and General Mills. At the 2002 Cannes International

Advertising Festival, Saatchi and Saatchi picked up a Global Network of the Year award as well as Agency of the Year for its London agency. Feuer said Saatchi & Saatchi "found itself in a creative groove that most other shops could only envy." Kevin Roberts said that the "rewarding" results showed consistent delivery of the company's key challenges - to be in the top three of the Global New Business Table and in the top three at Cannes every year. The Malaysian office of Saatchi & Saatchi recently picked up the Golden Kancil at the Malaysian 4As' annual award show, and Campaign Brief recently ranked Saatchi &• Saatchi Singapore the number two creative agency across all of Asia. €

Weber Shandwick Opens In Indonesia Weber Shandwick announced last month that it expanded its Asia Pacific operations to include Jakarta, Indonesia. CEO Harris Diamond said that as the world's fourth most populous country, the Indonesian mar ket holds compelling prospects for the busi ness and clients. "We are excited about expanding a broad range of marketing services into this region," he said. Weber Shandwick has oper ations in nine other Asia Pacific countries: Japan, China, Hong Kong, Taiwan, Thailand, Malaysia, Singapore, Australia and India. Praveen Randhawa, a senior consultant in Weber Shandwick's Singapore office, will take on the position of general manager in the new Jakarta office. Praveen has been

with the firm for two years. Prior to that, she worked with the Permanent Mission of Singapore to the United Nations, as part of the team tasked with the successful lobbying for Singapore's seat on the United Nations' Security Council. "Praveen's talents and expertise will ensure that our Indonesian business adheres to the high quality standards that Weber Shandwick clients have come to expect on a global basis," said Andrew Pirie, co-president of Weber Shandwick's operations in Asia Pacific. "She will be ably supported by a strong team of locallyrecruited PR professionals with a sound understanding of the Indonesian PR and media environment."

Make your agency pr Email ham@pop.jaring.my for details

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Polar Bear Pirates 4 f Heir qj^sf + reacK £af c«'fy... A Grown Lips' Book For Kids At Work illustrated by Will Williams

Title: Polar Bear Pirates and Their Quest to Reach Fat City... Author: Adrian Webster Publisher: John Wiley & Sons (Asia) Pte Ltd Price: US$ 29.95

Cubicle Ambition IN the bookshop where I used to work this book would be classified under the MBS sec tion, conveniently situated next to the busi ness section allowing for cross over. MBS officially stands for Mind Body and Spirit but we referred to it affectionately as Mad Bad and Sad. Webster's book however, is neither mad, bad nor sad. It is on the contrary full of sane, good advice presented in an amusing format. He introduces cartoon characters that are stereotypes of people found in every office. For example the "Neg Ferrets with insatiable appetites for other people's problems" or the BLOATERS which stands for "Boasting, Lazy, Obnoxious and Tediously Egotistical, Reptilian Saddos." It is clear that Webster enjoyed thinking that one up. The book proceeds to offer advice as to how one can reach 'Fat City' which is what ever you define success to be. The Polar Bear Pirates are people who believe in life before death who know how to reach Fat City.

While his format is innovative and defi nitely makes for more entertaining reading than your average 'motivation at work' book, his advice is not earth shattering. What it boils down to is not significantly different from what your mother has always been telling you; don't waste time, look on the bright side, keep your sense of humour com bined with a bit of self-hypnosis; visualise your success and so forth. I can't help feeling, that people who resort to buying this kind of book in order to achieve success at work are perhaps beyond help. If you have not taken on board the advice your mother has always been telling you are you more likely to take it from a Polar Bear Pirate? Just maybe, some people are never going to reach Fat City. In a market of self help books that must be nearing the saturation point I think it takes more than good graphics and tired slogans like "life is not a department store there are no refunds" for a book to make an impact. <D

David Ogilvy, Neil French and Deepak Chopra worked for us. You interested? We've been practising what they preach, and have enjoyed success on many levels. If you are a Copywriter, Art Director or Account Director who believe in these gurus, or would like to introduce us to your own, log on to www.gan4hire.com and submit your application. If you are Neil or Deepak ... hey, it's a Spanish red on us the next time you're in town.

ganforhire A

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A D V E R T I S I N G

A G E N C Y

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NEWS BRIEFS: ASIA • OMD ASIA MEDIA AGENCY OF THE YEAR Optimum Media Direction has been named Media magazine's Media Agency of the Year Award for 2002. This is the second time in three years that OMD has won the award. In addition, OMD was awarded three Certificates of Excellence for Media Person Of The Year (Caroline Chan in Hong Kong), Media Advertiser Of The Year (Exxon Mobil) and Newcomer Of The Year (Kook in Thailand).

• CHANNEL NEWSASIA EXTENDS REACH TO TAIPEI Asian news and information provider, Channel NewsAsia, is extending its broadcast service to Taipei from i February 2003. Eastern Television recently announced the launch of its digital platform, ETTV Digital Channel, to bring prominent overseas for eign-language news channels to Taiwan. Channel NewsAsia and four other foreign networks will begin their service on this new platform- UK's BBC World, Germany's Deutsche Welle TV, France's TV5, Australia's ABC Television and Korea's Arirang TV.

• OGILVY THAILAND EXPECTS STRONG 2003 The Ogilvy Group in Thailand expects 15% growth in 2003 due to account wins and strong growth in non-advertising divisions. The Group has strength ened its strategic planning team by appointing Thienchai Chutmongkonkul as the Group's man agement partner responsible for the development of strategic planning capabilities. He's a industry veteran who worked at Ogilvy for most of the 80s as a business partner in Ogilvy & Mather Advertising. The group also appointed Kanokporn Nitheranont the managing director of OgilvyOne Worldwide.

• NIELSEN HK SIGNS BUYERS Nielsen Media Research Hong Kong recently con firmed that it had signed three of the largest media buyers in the region - Mindshare, Starcom and Zenith - to continue to support the company's adver tising information services (AdEx and AdBank) for an additional three years effective immediately. Nielsen is also in talks with numerous other potential clients to secure their ongoing support for the service.

• BURNETT SCOOPS VITASOY Following a five-way pitch against Bates, DDB, Grey, and MtrC Saatchi, Hong Kong based Vitasoy International Holdings Ltd have appointed Leo Burnett as the creative advertising agency for their flagship brand of Vitasoy and Calci-Plus. Billings are estimated at US$2.5 million.

Good Morning, Vietnam! Burnett research finds Vietnamese consumers increasingly receptive to brand messages A report released in January by Leo Burnett Vietnam/NFO Research reveals a signifi cant proportion of Vietnam's consumers are warming to more emotive and lifestyle ori entated advertising messages and imagery and highlights key considerations for brands looking to establish a strong market presence in the newly globalising country. The ad agency's research findings reveal that although Vietnam's average consumer sits at the relatively naive stage two of an 'ad literacy test' (a test that identifies how consumers in different markets process communications messages), the all-impor tant white collar and urban teen section of the population are in fact closer to more mature ad market neighbours like Thailand and Malaysia than many marketers had previously thought. Said Phil McDonald managing director Leo Burnett Vietnam, "Despite the fact that Vietnam's advertising industry is still very much in its infancy, certain groups of con sumers are clearly becoming quite discrimi nating where brands' communications mes sages are concerned. Any company looking to make its mark in Vietnam needs to sit up and take notice. Many multinationals, as well as local companies, will find that in terms of their ads, they're talking an old language." The report noted that joint venture or foreign companies in most Fast Moving Consumer Goods (FMCG) categories are at Stage 2, 3 or 4 of the scale, where advertising highlights product attributes, functional benefits and occasionally consumer bene fits. Continued McDonald, "this implies that

marketers believe that the knowledge con sumers possess about their products is still limited, and that they believe consumer dis crimination is still low. In fact, our findings show most white collar consumers and urban teens (both male and female) in Hanoi and HCMC are ready for a more cre ative approach to advertising - those brands that can steal the jump and recognise this are the brands that will enjoy success." On the other side of the coin, and unsur prisingly, clear disparities exist between the more educated sections of the popula tion and those with little or no education and between those living in towns or in rural areas. Generally speaking, rural con sumers, blue-collar workers and urban housewives surveyed are noticeably more responsive to ads that 'tell it like it is'. Continued McDonald, "As a company, understanding at which level to pitch your advertising message is critical to your brand's success in Vietnam. Get it right and you'll resonate with your potential cus tomer base. But get it wrong with a cam paign that is either on the one hand too sub tle or sophisticated - or on the other too dull and unaspirational - and you'll fail to bond with the target and find your cam paign lost in the clutter - a reality true of many foreign commercials currently airing in Vietnam." The qualitative and quantitative research was carried out in November and December 2002 by NFO Research and involved men and women from rural and urban Vietnam, in 12 focus groups. ©

• ENTERPRISE IG HIRES HUNT, PROMOTES WHEATLEY Leading brand design agency Enterprise IG, a mem ber of WPP Group, has appointed Susie Hunt as regional manager Asia Pacific, and promoted Andy Wheatley to managing director for its Bangkok oper ation. Susie Hunt was formerly with JWT in Sydney; Wheatley at the Enterprise office in Singapore.

• NEW EXCO FOR D&YR/WUNDERMAN AP D&YR/Wunderman, Asia Pacific, has appointed a new executive committee to strengthen the network with immediate effect. The committee will be made up of Arun Nanda, Yasuo Yoshitome, Stuart Neish, Larry Rinaldi, Hamish McLennan, Rishya Joseph and Ram Sehgal. The committee plans to meet at least once every quarter.

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Yourself! Email ham@pop.jaring.my for details

Pageantry and Party in Pattaya AP AdFest - The Heart of Creative Excellence in Asia Pacific Open For registration now THE Asia Pacific Advertising Festival (AP AdFest) represents the cream of advertising across Asia Pacific and is best way to see the region's outstanding advertising all in one place. You can get the latest information and register online (http://www.asiapacificadfest.com, http://www.regthai.com/adfest). At the 6th Asia Pacific Advertising Festival 2003 you'll have the opportunity to meet your peers, catch up on the latest pro duction house reels and see the largest annu al display of outstanding advertising works from the Asia Pacific region. Assembled each year and attended by Asian advertising, marketing and production profes sionals, the Asia Pacific Advertising Festival or AP AdFest is part of the international awards circle that includes the Cannes and Clio festi vals. It attracts interest from all over the Asian region, from China and Japan, to India and Australia and every country in between.

In addition to offering a great learning opportunity, the annual AdFest Awards takes place during the event and the winners are rec ognized at a magnificent Gala Dinner. Last year, Dentsu of Japan won the Best of the Best Crystal Globe Award for the third year running. AP Adfest's permanent home is at the Pattaya Exhibition And Convention Hall, Royal Cliff Beach Resort Hotel, Pattaya. The 6th AP AdFest will take place here from 20 to 22 March 2003. At AP AdFest, you'll get the chance to meet and exchange ideas with advertising col leagues from around the region. The event provides a unique learning experience for all that attend, inspired by over 2,500 advertis ing entries and a host of well known speakers from creative and related fields. This year, the executive creative director of Saatxhi and Saatchi Asia Pacific, Craig Davis will be the keynote speaker and chair

man of judges for AdFest 2003. AP AdFest has proved itself a hugely popular event and has grown enormously since it was first held in 1998. The numbers of advertising entries have increased as well as the number of par ticipants. At last year's AP Adfest, 2,408 entries were accepted and more than 500 del egates from 23 countries in the Asia Pacific region attended. Every year the number of entries to the awards and delegates attending AP AdFest grows, as it is an opportunity for those who are in advertising and related industries to join in and participate in learning from and rewarding the best work in the region. See how award-winning advertising is changing in the Asia Pacific region. Contact the AdFest Secretariat, c/o Plannova Co, Ltd, official organiser of AP AdFest. Tel: 662 722 3202 Fax: 662 722 3203. Email: info@plannova.co.th.

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Hi-Q Media, a member of a Public Listed firm is currently Malaysia's No.1 Outdoor Broadcast Media Owner withPowerScreens throughout Klang Valley, Penang & JB cities, wishes to invite professionals to fill the following positions in line with our rapid expansion. We pride ourselves as an organization committed towards professionalism, progressive growth and innovative progress.

Sales Manager (2 positions)

Account Managers (2 positions)

Your function Your core function is to successfully lead a team of Account Managers & Executives to achieve company's objective.

Your function Your core function is in the area of business development, whilst servicing a list of advertising agencies, media specialists and corporate clients.

Requirements • Min 5 years media sales experience. Those with good contacts within the industry are strongly encouraged to apply. • Possess a recognized Degree in Business,

Requirements • Min 2 years media sales experience. Those with good contacts within the industry are strongly encouraged to apply. • Possess a recognized Degree Business. • Possess an energetic and vibrant personality and disposition

• • •

Articulate with strong leadership skills Proficiency in English is mandatory Possess own car with a valid D license

• •

Proficiency in English is mandatory Possess own car with a valid D license

Our organization offers competitive remuneration package, which includes basic salary, commission, quarterly incentives, year-end incentives and traveling expenses. If your current job is restricting you from achieving your career aspirations, we would like to chat with you. Please forward in your resume with confidence detailing your achievements and expected salary together with a photo either to joannechan@powerscreen.com.my or confidential fax to 03-2163 2644 or mail to the following address by Feb 25,2002. For more info, log on to www.powerscreen.com.my.

The Administration & Finance Manager, Hi-Q Media (Malaysia) Sdn Bhd, Suite 11-10,Wisma UOA II, 21, Jalan Pinang, Kuala Lumpur.

NEWS BRIEFS: MALAYSIA Hallmark Unveils a New Schedule • CARAT PICKS UP NIVEA MEDIA BUSINESS Strengthens Position as a Family Friendly Network Beiersdorf announced in January that it had awarded the Nivea media account for Malaysia to CARAT MALAYSIA. The media specialist has picked up RM45 million in new business in the past three months making it the fastest growing media specialist in Malaysia. Other new busi ness wins include KFC, Unza and Kellogg's.

• NEW CLIENT SERVICE DIRECTOR AT TBWA-ISC Lea Banwell has joined TBWA-ISC\Malaysia as a client service director. She comes from a multi channel branding and communications back ground and has worked for almost two decades in advertising in Asia (Hong Kong, Singapore and Malaysia), and in graphic design in the Europe (the UK, France, and Finland).

• GETTY IMAGES LAUNCHES "TAXI" Getty Images has launched "Taxi by Getty images" in Malaysia. The same creative photo graphy collection was launched simultaneously in Singapore, Hong Kong, and the Philippines. The Taxi collection is expected to replace Getty's FPG, Stock Directory, The Telegraph Colour Library, PIX and Bavaria Bildagentur image collections. Taxi will be marketed through a large format magazine, which will be published quarterly by Getty Images. The Taxi collection went on sale in early January. Getty has also announced it will provide the digital platform, sales and mar keting for the licensing of images from Time Inc's Time Life Pictures. Getty will market more than 450,000 digitised images through a Time Life-branded web site (http://www.timelifepictures.com ) and within the creative and news portions of its own site (http://www.gettyimages.com).

• GUINNESS ANCHOR TARGETING LARGER SHARE Guinness Anchor Bhd is making and effort to increase the market share of its Anchor Smooth beer to above 6% of the country's malt liquor market over the next five years with a new look. At the moment, Anchor Smooth, previously known as Anchor Beer, has about a 4% percent share. Anchor Smooth is a pilsner beer targeted at consumers aged 28 to 35 years old. Guinness Anchor is spending around RM2 to 3 million on the initial launch.

IN a bid to strength Hallmark Channel en its brand value has packaged week Hallmark Channel "Hallmark Channel's new programming ends as family view ing days packed has launched a new strategy is expected to enhance viewing with movies program schedule all day. pleasure of subscribers. This will be this year. With the On weekdays, view catchline 'Where achieved through improvements in ers can look forward Great Stories Come to drama series commercial break handling, and brand including the pre to Life' Hallmark hopes to bring a miere of Hallmark new on-air packaging." whole new genre of produced 'real life' family entertain series Adoption and ment programs. The channel now comprises US series Family Law. New seasons of of Hallmark original produced mini-series favorites such as Early Edition (Season 3), (Mondays & Tuesdays), a weekday 11pm The Guardian II and McLeod's Daughters drama series, Hollywood's theatrical releas (Season 3) and popular series Star Trek es featuring well-known Hollywood stars Voyager and Touched By an Angel will con and daily kids programming. A daily primetinue to keep audience engaged. Early day time movie block at 9pm is repeated the fol time viewing will continue to showcase lowing afternoon for viewers who miss the Hallmark Channel's Kids Block with premi initial airing. All these are packaged with um programmes that include Sesame Street, the channel's on-air makeover programs fea Clifford, Flipper and Caillou. turing less commercial breaks. Hallmark Channel viewers can look for Commenting on the new programming ward to some great premieres: Johnson initiative, Hallmark Channel's managing County War starring Burt Reynolds; Snow director, Terence Yau said, "A programming Queen starring Bridget Fonda; The Locket mix that includes a wide array of theatri starring Vanessa Redgrave; Last Call star cals, movies, drama series and kids pro ring Neve Campbell & Jeremy Irons; Mr. St. gramming is aimed at engaging every mem Nick starring Kelsey Grammer and Granlc Herbert's Children of Dune starring Alec ber of the family. Hallmark Channel is strengthening its position as a family Newman and Julie Cox. friendly general entertainment channel, Hallmark Channel's new programming enabling the channel to reach a larger view strategy is expected to enhance viewing plea er's base and broadening our advertisers. sure of subscribers. This will be achieved The channel continues to offer great stories through improvements in commercial break to the viewers during our daily primetime handling, and brand new on-air packaging. and the new 'Mega Matinee' movie block Additionally, new channel Ids and promo each weekend." packaging will reflect the contemporary atti As part of the new programming strategy, tude of the channel. ©

• DRAFTWORLDWIDE NAMES GALE MD AP Catherine Gale, formerly managing director, DraftWorldwide Southeast Asia, has been promot ed to managing director, Asia Pacific. Gale joined Draft in June 2002 to oversee network operations in the South Asia Pacific region, including offices in Singapore, Malaysia and Australia. Her new market responsibilities are now expanding to include Hong Kong, India and Thailand. Joining Gale on the management team will be James Peters, regional chief financial officer, and Graham Fordyce, regional creative director.

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Adobe Photoshop Album

ADOBE are launching their new Photoshop Album at the end of February. The software provides simple ways to catalogue digital photos and innovative ways to share them with friends. Surprisingly, this software is not available for Macs and there is no Mac version planned. This is because Adobe is focussing on a target audience of amateur digital photographers who, according to the software maker, are mostly PC users. Adobe Photoshop Album allows you to easily tag your photos. It also allows you to search for them by name, place or uniquely

Photoshop Album Adobe's latest consumer product is for PC users only by visual similarity to another photo you have selected. There is a calendar feature that displays your photos on the date they were taken. In addition, there are 'one click fixes' which according to Aaron Tavalcoli, applica tions engineer for Southeast Asia, will solve 80% of image problems. "It is about realis ing that it is not all over when you have taken the shot even if you are not a profes sional," he said. However, if you are a 'professional user', the Album allows you to jump to Photoshop to doctor your images there. The real innovation of the Adobe Photoshop Album though, is the mecha nisms that allow you to share your photos. The Album allows you to email photos in a variety of formats, set up websites, send ecards, save slide shows as files with MP3S attached, or you can burn the photos onto a

CD, VCD or DVD (providing you are in pos session of the relevant hardware). Rather than crowding around a computer, you can display your photos from a VCD on your TV. In Aaron's words, "That is access." It is also possible to send your pictures via the Internet straight to a photo lab for printing, and even pay for the service online. Another feature of the Album is the Adobe Atmosphere 3D gallery. This allows the user to create a virtual gallery, which the viewer can then walk through. Adobe have provided a variety of settings: a lounge, a cathedral, Stonehenge, and many others to which you can attach the music they have provided or chose a MP3 of your own. This can then be made accessible over the Internet. This gives the slightly disconcerting sen sation of having your holiday snaps appear in a computer game. In future versions of the software, when another visitor is view ing the site at the same time they would appear in the virtual world and you would be able to talk to them. Thus you would be able to chat people up in a virtual art gallery surrounded by your own photos. And all for a suggested retail price of RM199. ©

We're feeling around for some well developed boobies. Whizzing gracefully through the air and dive bombing unsuspecting prey at breakneck speed, every trait of the Blue Footed Booby defies its given nomenclature. Unfairly labelled due to its quirky behaviour and unusual appearance, this tropical seabird is intelligent enough to hunt in flocks, brave enough to engage larger animals and dynamic enough to snare flying fish in midair. Impressive, huh? That's why we like boobies so much. If you think you might be the art booby, copy booby, AE booby or AM booby we're looking for, email your resume to janice@silad.com.my.

EVOLVE THE BRAND

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Rebuilding Trust

Through Public Relations by Millicent Danker

"...Trust also implies Integrity. A well-governed company will aspire to the highest standards of integrity to ensure that its actions can stand up to the scrutiny of shareholders. When they do, Trust is earned..."

Millicent Danker is the principal consultant of Perception Management Sdn Bhd., a global partner of Golin/Harris International.

The word 'Trust' has become fashionable once again, this time as a result of a num ber of high-profile corporate disasters. But Trust has always been in the vocabulary of public relations practitioners. Good public relations practice is premised on Trust; good public relations practitioners have always championed the importance of building relationships with stakeholder groups in an ethical, sincere and honest manner with a view to mutually beneficial exchange and long-term commitment to one another. Trust - between organisations, between companies and their stakeholder groups, within companies, and between individuals - can only be beneficial. Trust breeds Trust. Trust builds upon Trust. When stakeholders believe the pronouncements of a company, without looking for third-party endorse ment, Trust has been gained. Trust is a vital component in the faQade of corporate repu tation. Trust must be earned. But what is Trust? The word has many implied meanings. Trust implies Respect. If your company wants to earn the Trust of its shareholders, for example, it must first respect the needs and desires of this group.

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It must want to understand the objectives of shareholders, which are to make informed decisions about whether or not to invest in the stock of that particular com pany - or, once it has invested, whether to invest more, or less, whether to invest over the short or long term, whether to invest for capital gain or long-term dividend pay out. All these decisions are topmost on the agenda of shareholders. But do companies respect the need of shareholders for quality information to make the right decisions? Do companies respect the necessity of good cor porate governance, transparency and dis closure when dealing with shareholders? Do companies genuinely want to reward shareholders? Trust also implies Integrity. A well-governed company will aspire to the highest standards of integrity to ensure that its actions can stand up to the scrutiny of share holders. When they do, Trust is earned. Trust suggests Sincerity. A genuine desire to provide service, for example, will win the trust of customers. The sincerity of a smile will win the friendship of peers. An honest desire to contribute to the commu nity will win the appreciation of many pressure groups. Companies cannot create relationships and sustain them over the long term if their approach is insincere or obviously commercially driven. Companies have personalities too, and a "face" that can be easily read by the world. To be trustworthy, a company must also recognise the importance of walking the talk. Pledging to improve corporate culture is one thing, but the effort will not generate the trust of employees unless CEOs and key dri vers walk the talk, i.e. live their core values themselves. Communication is easy enough, but action speaks louder than words. How does a company earn Trust? By working to earn the respect of its stake holders, by being sincere in its desire to build relationships, by practising integrity

in its work ethics, by demonstrating not only in words but also in actions its vision, mission and core values. How does a company build trusting rela tionships? The same way an individual would. There has to be a commitment and an investment of time, effort and resources; a plan of action; a genuine desire to make the relationship grow and strengthen; a vision for the long term. For example, should a company become aware that its profile in a particular news paper falls short, that it does not appear to be presented well enough in this particular medium or that the reports tend to be neg atively more than positively skewed, the company's PR Manager might be summoned to put matters right. The problem could well be that the newspaper in question had a specific run-in with the company over a particular service. As a result, the paper may perceive that it has been short-changed by this company. Fixing the relationship requires much more than a yee-sang lunch. A serious attempt must be made, first, to enquire about the nature of the discomfort. The par ties affected must be brought together and the issues made to surface. An honest effort to listen to the concerns of the other party is necessary. A desire to put right the per ception is not enough; a plan of action is needed. This may or may not include back ground briefings, editors' dialogues, oneon-one meetings, information packs, prod uct or service trials, scheduled golf, regular e-mail contact - and, yes, the yee-sang lunch if appropriate. It is no secret that journalists tend to be a skeptical lot, one of the most difficult stakeholder groups with whom to build trust. But if all the ingredients are there respect, integrity and sincerity - there is no reason not to succeed. There is no short-cut to this recipe and companies would do well to heed the fact.

i m -Digimon Nasiiisrapfflssiow in wmqaammmoDe

entertainers right here in y

www.ntv7.c0m.my

USA,

Bigger, better, stronger. The No.1 Chinese Station does it againCongratulations to everybody who helped make it possible. Fan support has increased tremendously since our last survey. At the last count, MY FM reached 2.2 million listeners or over 700,000 more than our

incredible support.

Klang Valley 101.8 • Penang/Alor Setar 99.7 • Ipoh 100.6 • Seremban 100.6 • Melaka 106.4 • Johor Bahru 95.4 • Kuantan 101.1 • K. Terengganu 101.2 • Kota Bharu 102.3 • Taiping 100.2 • Kuching 96.9 • Kota Kinabalu 104.0