Adoi Malaysia 2003 June-July Issue by Sledgehammer Communications (M) Sdn Bhd

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June/July2003 REGIONAL PUBLISHER

Editor's Note

Harmandar Singh aka Ham

ham@pop.jaring.my

IN May, ADOI and the publisher of the magazine, Sledgehammer Communica tions, launched the Malaysian Creative Circle Awards. This is the country's first creative awards open to all in the indus try, and we believe, a positive step towards encouraging more creative excellence in Malaysia. In most countries, there are two or more award schemes for creative advertising, and in Malaysia, we now have an alternate to the Kancil Awards. I believe the MC2 awards is a great opportunity for the industry. I know this is the inaugural year of the awards though, and with entries closing July 15, and the ceremony itself on August 15, it's only a matter of weeks before I see if the participation level is any where near what I expect... which is overwhelming! If you've been in a cave the last few weeks, and have no idea what I'm talk ing about, please go to the MC2 website (http://www.adoimagazine.com/MC2), and get with the programme! Charles Cadell is on our cover this month. He's managed to do what every ad man thrust into a country manage ment job strives for... he's made a great

EDITOR Nathan Conrad

nathan_conrad@ham.com.my ART DIRECTION/DESIGN TM Ali Basir

ali@ham.com.my Fauzi Hamid

fauzi@ham.com.my ACCOUNT EXECUTIVE Rameshvindar Singh

ramesh@ham.com.my Mobile: +013 6433310 CONTRIBUTORS Leonard Tse Esther Eng Morris Dickers

OFFICIAL PHOTOGRAPHER Jen Siow/Jen Studio

PRINTER

agency even greater! Check out his story - and that of Leo Burnett Malaysia - starting on page six. Sticking with the awards theme, there are a number of reports in this issue on that very subject. Check out NagaDDB on page 24, Saatchi & Saatchi on page 39, and Interface on page 41. And on a personal note, I'd like to congratulate Shahar Noor on his ascen sion to the presidency of the 2As - the Malaysian Advertising Association. I'd also like to extend thanks on behalf of the industry to the outgoing president, Zainuddin M Noh, the driving force behind the recent AdCongress in Langkawi. Zainuddin deserves every one's appreciation for years of dedica tion to Malaysian advertising. Enjoy the read...

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Paul Loosley: Huge A.R.S. Attack Dean Johns: On paper Michael Newman: Stop making sense

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_conrad@ham.com.my

INTERACTIVE Josh Sklar: Spam Wars

PUBLIC RELATIONS Millicent Danker: PR Rises from advertising's dead

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DIRECT MARKETING Kurt Crocker: Opportunities Ignored

Audit Bureau of Circulations

® All rights reserved by Sledgehammer Communications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the pub lisher and the editor assume no responsi bility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily repre sent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

FEATURES/REVIEWS warn

Silver for this toothache TV3 still on top after 19 years Lowe + Draft in alignment MC2 awards are for the public Can't touch this

24 26 29 34 41

EXCLUSIVE INTERVIEW Cover story: Leo Burnett's Charles Cadell

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s When Leo Burnett Malaysia's managing director Charles Cadell first arrived in Malaysia, on the advice of his wife, Eveline, the pair took a Sumatran "Robinson Crusoe Island" holiday package that offered the 'real life' experience of having to live off their own wits for three days on a deserted island. Only water and rice was provided.

In the jungle, the mighty jungle,

e * Lion is Wide Awake BY MC ABDULLAH "I guess the price - RM30 per person - and the fact that we were the first people to try it should have given me a clue," Charles recalls. "We survived the three days through some very fine fishing skills on my part using old nails, string and boundless patience. UnfortuÂ nately, the fevers started four weeks later. The travel agent had forgotten to mention the island was malarial when selling us the idea."

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After a respite to overcome the Malaria, Charles arrived back at the Leo Burnett's Menara Olympia quarters in Kuala Lumpur ready to take over the managing director role for what has been historically a solid agency operation. The London-native started at Leo Burnett 15 years ago, and arrived in Asia in 1993 as a group brand director in the Bangkok office. He tended P&G, McDonalds and Kellogg's in Thailand, and a couple of years later spear

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headed LB's growth in the emerging IndoChina markets Vietnam and Myanmar. In 1997 he took up the general manager post in Hong Kong. He arrived in Kuala Lumpur together with the mock millennium - January 2000. The party may have been off by a year, but there is nothing off about LB's strong allaround showing under Charles' tutelage, first as regional account director and now as man aging director. But don't take our word for it, read on...

ensures every person has a clear career path with their training needs identified and regu lar evaluations in place. Finally, we were able to pay bonuses of up to three and a half months on top of ensuring we had some of the best pay in the business. The second area was technology, which we continue to drive across our operation. Our studio and production process is now 90% digital and we have now brought the final stage of photo retouching in house. We have built intranets for our Clients business to better manage and work with us as well as intranets for our own Agency to maximize efficiencies across the company in everything from HR to research. The third area is perhaps the biggest push, which is our non-traditional communication skills base. This focus has resulted in the office being a major building site over the last three months as we reorganize ourselves to encom pass our new staff and ensure that our disci plines are properly integrated in the agency. As an Agency, we are driving towards one goal, and that is to be the most creative and effective integrated Communications Agency in Malaysia. From where we stand today, this means building off the current creativity and effectiveness that we display today in tradi tional areas of TV and print through to all our BTL disciplines. I strongly believe that having best in class thinking across the suite of disci plines, all under one roof, seamlessly manag ing brands needs and all within one profit cen tre is an unbeatable proposition for Clients who want the best. At the end of the day however, all that is internal. For Malaysia, what will be most visi ble is our advertising. Of all that work it will probably be Petronas and MAS that will be the most remarked on. I am very pleased with the strides that the MAS work has already taken and we remain true to our desire to make this

Where is Leo Burnett Malaysia right now? Where it's headed? It is a strong agency getting stronger. We're humming. Right now I am very pleased with where we are. Last year was a terrific year for us. We saw a revenue growth of 35%, we grew our staff by 10% to 150 people (excluding Starcom, the media independent). We received a number of local and global awards; perhaps the most telling from my per spective was the considerable accolade of being up for Global Agency of the Year with in the LB network on the basis of our creative and business results. We came in second (pipped at the post by Madrid). Our Petronas work was meanwhile classed as the best brand building campaign in the world. We have used the growth of last year to invest in three areas. The first of these was our people. We need ed to have the best people in Malaysia to ser vice the best Clients. This meant a very seri ous focus on our training programme and ensuring the training we gave was world class. Last year we spent over RM280,000 on train ing - the equivalent of RM2,000 for every per son in this Agency. A large part of this was ensuring best in class overseas trainers were brought in for all senior and mid level execu tives. We also finalized the implementation of the Competency Programme - a system that

What do you enjoy most about you're the managing director role at Leo Burnett Malaysia? Brand-building strategy. I love doing it because at the end of the day it is very sim ple and logical, and the skill - it really is a skill - is making it clear, focused and relevant without over-complicating it. When you can bring everything down to a word or set of words that resonate with relevant meaning and then see that through to great ideas then you are building great brands. That is a huge kick for me. Outside what I enjoy, there are two princi ples that I rigorously adhere too in the office that make my life much simpler in terms of benchmarking my actions and much happier on a personal note: honesty and integrity. These are the bedrock of our culture at Leo Burnett and a reason I have stayed with one company for so long. I am fairly ruthless when I see any staff overstep these principles even in spirit - they do not last long with us. Conversely I am perhaps too lenient when I see people who have them but may not always have all the necessary skills. At the end of the day, it is the culture of Leo Burnett that keeps us together and makes those that work with us feel great about doing so. Perhaps one of my primary roles is to ensure that the cul ture is preserved. You've managed to really synergise the various companies and disciplines under the LB Malaysia umbrella. How did you go about accomplishing this? Clearly there is an increasing portion of the communication pie moving out of tradi tional mediums to BTL so there was a sound business reason for it. But there are also solid client and brand building reasons. Leo Burnett has a reputation as a cre atively strong traditional agency that spe cialised in building or supporting the big brands. It was very clear however that to maximize the power of the brands we build, we had to provide this strategic thinking and creative depth across all disciplines to offer clients the benefits of brand synergy through the complete communication platform. The most important element of brand communi cation today should be consistency and focus of positioning within each and every brand contact point. This in turn means that there must be a guardian of all communica tion with an eye to the detail of that message and form. This complete guardianship we now offer. How we achieved it was indeed interest ing. From the perspective of our diversified units, we simply hired the best individu als available within each of those specialist units. They are the masters of their craft. That was relatively simple. However, the challenge was to train and motivate our existing Brand Management

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CoverStory

1—

I I Unwind in Langkawi

I I High Romance in Paris

I i Cruising in Sydney

I I Shanghai Escapade

Name: Address:

FATHER KNOWS BEST Recently Charles and his wife Eveline had their first child, a bubbling baby boy named Ben. We had to ask... Is there any co relation between a father and being an ad man? "All life experiences help in marketing having a kid is certainly one of them. I left fatherhood to quite late • - but the birth of Ben, seven months ago, has quite literally opened up a whole new world." "Before having your own children, you are either not interested in or not invited to the endless conversations that are going on around

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in doing so. After fatherhood, it suddenly becomes interesting and you find a whole new world of topics and debate that you never really knew was there." "Good strategy and creative comes from understanding and insights. Since Ben joi-ned us, I have significantly more than before. When working strategies against children, instead of theory I am now beginning to use practice. I was disJT cussing a strategy for a child's milk drink just yesterday and surprised myself how ani mated I became when eulogising the benefits of calcium."

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// malBusia

Changing perceptions of Malaysia Airtines...Going Beyond Expectations

teams so they understood clearly the roles, and tools that ensure all the agency thinking is the expected results and the approximate from an integrated perspective. costs of each of the disciplines. They after all are the current brand owners and they need 80% of Leo Burnett's work is for ed to look beyond the solution to the problem Malaysian clients. Most other internation being just a traditional one. To do this, they al agencies tend to do most of their work needed to work to understand the business for multinationals. How has your close objectives first and then, from a solution neu relationships with local clients affected tral POV to suggest other more effective or your business goals in Malaysia? efficient communication solutions. Having Ever since Leo Burnett started in spotted the opportunity they could then bring Malaysia we have always focused on build the specialists in. ing trust and respect amongst the Malaysian This has been tremendous value to our community as opposed to building our inter brand management staff and their future national base. We have often made choices careers. My belief is that there is no future for locally where we have declined Multination brand management unless they can offer al companies in favour of Malaysian compa more to their agencies or their clients than nies - even when these multinationals are simply being coordinators of a traditional our regionally networked clients. I am fortu communication platform. With the advent of nate that I have a management group that planning, theirs is no longer a value added role supports such decisions. and clients will begin to question their rele We like to believe that we are unique in vance especially under a fee-based system. that we combine the benefits, skills and exper They must therefore start to offer strategic tise of a multinational agency with the local consultancy and holistic business solutions - understanding, insights and creativity that this requires understanding and experience of often local agencies can lay claim too. Having all the disciplines. said that, in Malaysia, we don't want either our Our brand management teams are sup business or our work to be judged as either ported in this role by new integrated plan 'local' or 'multinational' - all work for all com ning specialists. These folk do not work panies should be judged on its individual mer against any one client, but take each pro its - there may be benefits to each but at the gramme and plan the communication end of the day, it's the work that matters. purely from a business perspective. They ask the questions of what results are As you know, ADOI has recently launched required, what budget is given and then the MC2 awards? What are your thoughts? have the expertise to suggest the most effec I am pleased to have it and will support it tive and efficient means of communication thoroughly. I like the idea of an Agency of the to achieve that result with that budget. Year and have long wondered why Malaysia is Beyond this there was various structural unique in not having such an award. More so, measures that had to be put in place. The I believe it is positive that the Malaysian work recent building in the office is largely as a result will have a greater scrutiny by more Interna of giving individual space to the creative sup tional judges than the Kancils. This is positive port of these diversified units. We also have a stuff for the industry as it can bring us more whole range of internal mechanisms, processes input, training, discussion and debate.

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HUGE A.R.S. ATTACK The press uncovers a crop of weirdly similar sounding acronymic ailments, peculiar to the world of adverts.

Although, in his article, Jim, who has had a brush with ARS himself, asks ARS suffer IN the Star Newspaper, Naga DDB, in a clever ers, 'Has the profit imperatives imposed by and insightful article, appear to have identified conglomerates finally sucked the blood out of symptoms of Advertising Remuneration Syn agencies?' and '(Are agencies) equipped to drome (ARS). It seems that the first signs are deliver a quantifiable return on investment?' when clients begin to chant uncontrollably; Important questions but how will this help "Why do we need to pay this agency commis beat ARS? Well some of us might remember sion when we are the one who came out with many years ago Dr. David had an idea that the idea?" The article continues to point out clients not creatives should judge the awards that, in response, the agency then may begin to and that the criteria for recognition be market mumble words like, "How does one advertise success. But perhaps it too late. The image of "advertising"? It is strongly inferred that, left agency folks curled up and shivering in the unchecked ARS could spread and gather in corners of dirty bathrooms, clutching soiled strength until both agency and client become certificates to their bosoms is not a pretty pic extremely sick and tired (mainly of each other) ture. Even now ARS is sweeping, unchecked and the client does indeed stop paying. While towards the South of France, and both new the article offers a very timely warning, it and old strains are expected very soon to unfortunately offers no real way to whip ARS. strike Malaysia. No cure, apart from when Naga opines that In the Sledgehammer column of the Sun 'they must get the job done". Well fine, but 'get day Times, Gerald Miranda, in a two-fisted ting the job done' is, while enthusiastic and article, revealed the plague-like proportions of gung ho, possibly a little lacking in specific a third ailment; Acute Revenue Syndrome treatment. Perhaps they may wish to consider (ARS). Gerald indicates that this, in total con these time-honored remedies. The first, of trast to the previous complaint, is the all con course, is to tell the client to stick his idea up suming need among advertisers' head offices, his acronym. Now this good old standby will COOs, CEOs and shareholders constantly for only work if the agency very quickly comes solid proofs; proofs of effect, proofs of money back with an idea that knocks spots of the well spent, proofs to the exclusion of all else. In client's puny attempt. This then will allow the article, Gerald, in a very penetrating way, them to fight for their better idea. This then seems to have put his finger immediately on offers the second remedy as these actions will this particular ARS ailment when he says, be clearly 'advertising' that the agency has a) 'Adspend today closely tracks corporate prof full confidence in their work, b) that they, not itability,' and that, 'The only thing that matters the clients, are indeed the experts in advertis to clients is ROI (Return On Investment)'. In a ing, c) that they are not afraid to say so and d) search for a way wipe out ARS, Gerald advis that the agency is, by actually risking conflict es advertisers (and indeed agencies) to find a with the client, not just after the client's new set of advertising metrics (I think he money. Now this, like all good remedies, means measuring tools) so adspend can be involves some pain and much resolve, but in related to bottom line. Good common sense. successful cases the idea will then wonderful But Gerald's route to a cure throws up a cou ly appear worth paying for and the malady will ple of problems. Firstly, it will take some con be cured. Hooray! siderable investment to develop these measur Jim Aitchinson in a Media Magazine article ing tools, as, to date; it doesn't look like they uncovered a second ailment called Award exist. It will take the time and the efforts of the Reliance Syndrome (ARS). ARS could be smartest people to sort that one out (remember described as an obsessive belief that an award Lord Leverholme). So an ARS cure will take for creativity is the universal panacea; that a money. So who's going to pay? Client, agency, small statue or a small piece of paper is the 4As? The second obstruction might be, do the cure for what ails the industry. Jim exposed a agencies really want to be measured like this? huge amount of ARS at the Asian Advertising Let's face it, this is the ultimate stand up and Awards held in Thailand. In the article he fully be counted. Shit or get off the pot. It has been described the symptoms; which are always tried before (see previous ailment) and didn't invariably the same. Those infected with ARS work. Perhaps because the cure would be seem to become delirious and, in a trance-like worse than the disease. But, as Gerald again state, begin to intone the same old phrases like says, "advertising has to answer to the bottom "Is print better than TV?" "Where is the good line". And he's right, unless we want to see copywriting?" "Last year's work was better." ARS get bigger and out of control. "We haven't moved on at all". "You're seeing the same idea over and over again". Once more PS: Suck, Kiss or Kick? there seems to be little sign of a cure for ARS. BY PAUL LOOSLEY

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HighLights

BY DEAN JOHNS

"I LOVE being a writer. What I can't stand is the paperwork.." I wish I'd said that, but satirist Peter de Vries got in first. Taking the words right out of my mouth and speaking for all of us wretches who survive by churningout verbiage. But as witty as Mr. De Vries' remark remains, I find it's no longer apposite. Quite the opposite. Now most of us hacks write not on paper, of which we used to use screeds, but screens. We file our work on hard disk instead of in hard copy. We submit most of it in Word instead of on processed wood. So we writers have virtually dispensed with paperwork. But almost nobody else seems to have followed our lead. Every day we're beset by more and more pieces of paper. More letterbox litter, more junk mail, more drop-outs, more "special" sec tions, more "free" magazines in ever thicker yes, in both senses of the word, as I hear you cry - daily and Sunday newspapers. And that's just at home and on the streets. The sit uation's even more dire at work, where the "paperless office" promised us years ago by the promoters of e-quipment has turned-out to be a tissue of lies. Paper warfare was hellish enough back in the days when it was waged with nothing but typewriters and photo copiers. But in today's bubble-jet and laserprint age, things have gone nearly nuclear. Never B4 in the pages of human history have we been subjected to such barrages, bom bardments and blitzkreigs of A4. GREY Worldwide, part of the Grey Global Group of companies, has named industry vet eran Mah Bing Zeat to the long vacant position of managing director of the Malaysian office. Mah will report directly to Chris Leong, group president SEA. Mah, a Malaysian, has spent the last two decades living and working in Hong Kong and Singapore for agency and client alike. From 1985 to 1995 she worked for a number of multinational agencies on accounts such as American Express, Nestle, Kodak, McDonald's and GlaxoSmithKline. In 1995, she moved over to McDonald's, where she assumed the position of vice presi dent of marketing. She later served as chief marketing officer of Hong Kong cellular opera tor SUNDAY Communications. From 1975 to 1985, Mah gained account-servicing experi ence in Malaysia, working for Ogilvy & Math er, McCann-Erickson and J Walter Thomson.

12 aDOIMARKETINGCOMMUNICATIONS

But however much all the aforementioned gives me the sheets, paperworkwise, my feel ings about the ever-increasing number of forms are well nigh unprintable. If you've ever applied for a job, driving licence, pass port, visa, home loan, credit card, social-secu rity payment, insurance policy or whatever, you probably feel much the same way. And every time we turn around, a new piece of paper pops up. As if there weren't already enough application forms, now the State in which I live has come up with a new angle: a license to entitle us to go fishing. Lest I appear too pessimistic though, let's look on the plus side. The banks seem bent on doing their bit. Having struck a major blow in favour of trees by pruning thousands of paper-shufflers from their payrolls and cut ting down on retail branches, now they're promoting the benefits of internet banking. A system I'd happily use, if only I could com prehend the bewildering wodges of paper sent to me by snail mail to explain how it works. But until the penny drops I'm afraid I'll have to go on writing cheques and carry ing wads of banknotes. By the same token, as digital as I've gone as a writer, as a reader I'm still stuck on tra ditional books. Nothing beats the look and feel of actual pages covered in ink, or the convenience of margins for making notes in. I can't see myself switching to e-books any time soon, however promising they may appear on paper. deanejohns@optushome.com.au

Axis Welcomes a Little 'Italian Sauce' SAY ciao to Axis' newest director, Marco Penisi. Despite his clearly Italian handle, Marco is actually an Aussie from Perth. He got his start in the business as a camera assistant, has worked as a commercial photographer in London, and has directed music films and a very successful BMW M3 spot for Detour Films in Sydney. His Olympic branding for Clean Up Australia earned high praise. He has directed for Sprowles Films in Sydney and more recently with Shooting Gallery Produc tions. Marco has experiencing directing in many Asian countries, including Hong Kong, Vietnam, Singapore and Indonesia. His films tend to be strong on emotive imagery and include a canny narrative sense. He has a keen eye for smart, contemporary camerawork. With the addition of Marco, Axis Films Malaysia now has four in-house directors the other three being Simont, Steven and Paul. A support division is run by Ravi.

Bing Zeat is the New Grey MD Mah reported that she is as excited to join Grey as she is to return to her home country. "I am thrilled by the challenge the posi tion will provide me," she said. "I am espe cially excited to be having the opportunity to work with Chris Leong, who is a wellrespected figure in the advertising communi ty, both locally and regionally. Like Chris, I too am a Malaysian who has decided it's time to 'come home'!" Leong believes that Mah will bring valu able international experience and exposure to Grey Malaysia. "We are particularly excited by her record of creative excellence and strong strategic planning capabilities - areas which Grey as an innovative market leader places much emphasis on," she commented.

"Bing Zeat is a passionate and energetic leader who was one of the early pioneers of the integrated approach towards marketing communications," Leong said. "Just as Grey was, having been actively practising and pro moting integration of marketing communica tions disciplines for well over a decade now. As someone who adopts a holistic approach to marketing, Bing Zeat's background and skill set will surely add value to our clients on an even higher value chain." At Grey, Mah will oversee a wide variety of brand communications. Grey's client brand portfolio in Malaysia includes GlaxoSmithK line, ING Insurance, Pedigree, Procter & Gam ble, Lam Soon, Perodua, Royal Brunei Airlines, Mitsubishi trucks and First Mobile Group.

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IT was amazing - a colourful bounty of bob bing horses swirling around an amazing spectacle of sparkling lights in glorious majesty. It was a sight to behold right smack centre on the Concourse floor of the world's tallest buildings. My daughter was all starryeyed as we marvelled at The Ride Lasts For ever, that was the name of this wonderland carousel ride.

Alas, after a 3 mins ride for RM3, the thrill came to an abrupt end. I questioned the lady in charge, me looking every bit like a lawyer, why the leaflet mentioned (see ad accompa nying this piece), "A ride that lasts forever on the biggest, most beautiful carousel in town." She replied it is the 'experience of the ride' that lasts forever. Silly me, conned again by false advertising. Forever! - Ham

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Opportunities Ignored BY KURT CROCKER, Creative Director Drayton Bird, Crocker & Mano (DBC&M)

I ONCE worked with an account executive who regularly fell asleep during meetings. Not just internal meetings. One time a client was presenting a rather important brief. True to form, this young A.E. starting snoozing. While her inappropriate nap times didn't usually include snoring, the lapse did not go unnoticed by our client. He abruptly interrupted her blacked-out bliss by asking her a question about what he had just said. Naturally, she was at a total loss for a response. Luckily for her, the client was more kind than she deserved, and he went on with the brief. TWenty minutes later, she went out again. Assuming she wasn't cursed with narcolepsy, I would have fired her butt pronto. Instead, she was eventually promoted to group account executive. Later in her career, she became Managing Director at a competing advertising agency. No one who's been in our business for any length of time would be shocked and awed by this tragically ironic true story. It happens all the time. But it's only symbolic of a far greater problem.

When it comes to building and driving brands, advertising agencies are too often asleep at the wheel.

Conventional "wisdom" - and an undeni able desire by advertising agencies to earn the quickest possible profits - encourages brandbuilding through communications to the mass es. This has been a silly rule-of-thumb for a long time. But today's marketers and their advertising partners must realize that now, more than ever, is the age of the individual. Even mass marketing must start to address the needs and wants of consumer segments, rather than extolling one message for all. And the dynamics of direct marketing should be used more consistently to acquire new cus tomers, keep their business and maximize their value over a long period of time. Let's explore an example: Consumers in the 50-plus age category. This is a market segment close to my heart, if not my chronology. It's a growing and poten tially lucrative group of consumers. According to a recent report by the Ameri can Association of Retired Persons (AARP), the 50-plus demographic will represent 45 percent of the U.S. population by 2015. The Population and Housing Census of Malaysia (2000) esti mates the 65-plus segment here will increase nearly 200% by 2030. The National Council of Senior Citizens Organisations Malaysia (NACSCOM) says that of the country's 23 million total population, 1.6 million are over the age of 55. Discretionary income figures in the graying Malaysian market are a tad hard to come by. But commonsense suggests that while their

Shahar Noor Elected President of 2As

Front row seated (L-R): Hamidah Yusoff, Kala V Devan, Shahar Noor, Bharat Avalani, Tay Ai Leen. Back row standing (L-R): Peter Das, Khoo Kar Khoon, Albert Low and Muhammad Zain Ibrahim

16 aDOIMARKEIlNGCOMMUNICATIONS

NATIONAL Panasonic's associate director of corporate communications was recently elect ed president of the Malaysian Advertisers Association. He succeeds Zainuddin Md Noh. Bharat Avalani, communications channel manager of Unilever, was elected vice presi dent. Other mebers elected to the council were Kala V Devan from Celcom, Tay Ai Leen from Coca-Cola Far East, Hamidah Yusoff from Pernas International, Nestle's Khoo Kar Khoon, William Tye from Glaxosmithkline Consumer Healthcare, Perodua's Peter Das, Albert Low from Colgate-Pamolive, Muham mad Zain Ibrahim from L'oreal Malaysia and Permanis' A Nagarajan.

financial security and spending power might not match their American counterparts, Malaysians aged 50-plus should be a market to be reckoned with. So look at these U.S. statistics with an eye on marketing to graying Malaysian consumers: • More than 79% of 50-plus consumers own their homes, the highest rate of any age group* • This group transacts more than 5 million auto loans yearly, represents 35 percent of the auto insurance market, buys 41% of all new cars and 48% of luxury cars* • They buy more than 90% of long-term-care insurance and account for 51% of over-thecounter drug purchases* • They spend more than any age group on travel and leisure products and do not skimp on luxury and quality* • U.S. consumers 55 and older are most like ly to appreciate luxury products, with 74% associating luxury with elegance** Envision a 50-plus Malaysian consumer. Your dad. Your boss. (Me?) Think of the Baby Boomers born here, now aged 40-59, and the economic, employment and education diversi ty they've enjoyed over the years. Think: Mar keting Opportunites. According to Times Direct, one of the most reliable list brokers in Asia, there are 673,515 targetable Malaysians aged 50 and above. Now think: Direct Marketing. And Opportu nites Found.© •

Ken Dychtwald, "Age Power: How the 21st Century Will be Ruled by the Old" ** Rebecca Gardyn, from a November 2002 article in "American Demographics"

Shahar said, "Advertising is so fundamen tal to the way marketers do their business - it's therefore vital that MAA continues to monitor developments that might in any way impact our ability to advertise. These include regula tion, access to audiences, a fair media market place and the creativity and value our agen cies deliver." "While the economic environment has remained challenging on all fronts, MAA must undertake a complete review to remain posi tioned to provide effective and efficient sup port to its members," he added. He encouraged MAA members to tell the association the issues they are facing so that the council could address those issues. He said that each advertiser is capable of looking after its own interests, but a collective voice can more effectively make itself heard. Shahar thanked his predecessors for hav ing developed the association into a force to be reckoned with. He pledged continued good relations with other industry bodies for the benefit of the industry.

InterActive

Wars

fact, the Spam Wars could be called the Spam Games. In very much the manner of a fastpaced tennis match, it now appears that as soon as a company such as SpamFire's Matterform or SpamAssassin's Deersoft creates .. These aptly named "spiders" will crawl around Usenet, the, by new filters/rules to identify the garbage, the Internet standards, antique discussion boards where millions of senders learn how to get around them. They may embed special characters in people discuss anything and everything... the subject line that seem like nonsense, they may stop using HTML, try personalizing the PDF, attached file, link to a web site or ani mail, adding a "re: < subject >" so it appears BY JOSH SKLAR, Founder LogicWorks - josh@logicworks.us mated presentation) to millions of people. to be part of a discussion the recipient has They can also run small programs that can try been participating in, make up a quote that is every known first name in front of every supposedly from the recipient within the THE Spam Wars of the early 21st century known domain name. All for practically no body of the email, keep things short, exclude will be looked back upon as a classic human cost and very little effort. How enticingly any reference to web page links, and so response to blatant opportunity. There is no simple and inexpensive. Hard to keep ethical forth. But worst of all is the growing practice of forging the sender's email address and doubt that the king spammers themselves are ly grounded in the face of such an offer. as annoyed as everyone else about having to To combat the growing nuisance - the transmission data. By doing so, these getspend so many minutes each and every day invasion - to regular folk, many companies rich-quick types are planting evidence that pruning back the ever budding, smothering and organizations have developed software makes the spam to have appeared to come amounts of electronic junk mail. that scans the mail before the recipient opens from an innocent party. What generally hap But such a temptation! By spending less it. The application acts in much the same way pens is a complaint against the innocent than $ 100 anyone can buy software that will as any good corporate president's assistant. It webmaster is filed and, unfortunately, the scan the Internet for email addresses. These compares the contents of the email against a innocent domain name blocked by the recip aptly named "spiders" will crawl around strict set of guidelines. It then assigns a score ient's email server and labeled as a spammer. Usenet, the, by Internet standards, antique of how likely it is that the mail is undesirable, Oh where's the justice. Well, in the US legislation is being quick discussion boards where millions of people unsolicited and unwelcome. The recipient discuss anything and everything. They run can set what will happen with mail at various ly drawn up and implemented in many states through all manners of web sites such as scores, above and below. They can be instant (mainly the ones that are the central hubs for those hosted by ISPs who conveniently dis ly deleted, filed in special directories for more the world's Internet traffic) that will impose play the name prefix of their customers' careful perusal or allowed through as normal. strict penalties on such nuisance-doers. Huge email addresses as their user names/web site Sometimes this filtering is installed on the fines and even jail time. Sometimes a 'net vig directories. It isn't hard for an unscrupulous email server and does everything in the back ilante will manage to track down the presi e-direct marketer to put together the ISP's ground and in some cases users install it on dent or ceo of one of the bigger offenders and domain name with the user names for thou their own computers or use basic ones that post his or her personal contact information on popular hacker sites. But nothing keeps a sands of more victims. And they can do this are built into their email programs. as often as they wish coupled with a few lines And that's when the spammers decided good spammer down for long. So long as of code (or another bought program) that will that a .0025% return rate on a million trans they're making money from the horribly then send whatever message they wish in missions (that cost nothing to send) was well gullible but mercifully few people that are out whatever format they want (HTML, text, worth the trouble of becoming smarter. In there, the wars will rage on.

ASIAN Human Elements, a recent selection of royalty free images, has been launched by Inmagine, via its website (http://www.inmagine.com). The company reports that the pho tos fill a gap in the current market. It believes that advertisers need Asian images to capture an Asian market, and says that its images are mainly focused on featuring an "Asian people concept". The site contains cross media images 70MB RGB, ICC profiled files that can be tweaked and adjusted to use across a variety of advertising media. Many of the images in Inmagine's collec tion were shot by Jen Siow (Jen Studio), the ADOI official photographer, and a leading Malaysian digital and immersion photography specialist. The many Inmagine images are shot on high-end digital back and carefully edited to allow use immediately upon pur chase. The image library covers business, lifestyle, stills, nature, backgrounds, digital composites, illustrations and more. The royal ty free collection features over 1,500 CD titles containing hundred of thousands of images. "The Asia's stock photography market is currently a very small segment of the world's photography market," commented Inmagine

18 aDOIMARKEHNGCOMMUNICATIONS

Looking East... Inmagine Launches Largest Ever Online Collection of Asian Images liaison manager Stephanie Khor. "However, designers, creative directors, art directors, Asia's market is huge, diverse and anticipat broadcast designers, web site designers, multi ed to be the world's highest growth market media designers, desktop publishers and oth ers. The website currently has in the stock photography indus over 200,000 downloadable try in the next few years. We "The Asia's stock images. Most of the existing strongly believe that being in photography market is online clientele is originating the right market at the right tim currently a very small from Europe and the USA, how ing is very essential. Our strate segment of the world's ever the last two months we gy is a revolutionary new photography market" have seen marked increases in approach from the traditional - Stephanie Khor online purchases from the Mid stock photography business dle East, Indonesia Philippines, model and to utilise the Internet technology to provide top notch imagery to and Laos. Multi-language support and 24-hour direct customer service are slated for develop all clients worldwide." She said the website was developed as a ment in the near future. Inmagine was first one-stop round-the-clock resource for graphic launched in October 2002.

Over 30,000 readers and one well-known author on Advertising

PublicRelation

PR RISES FROM

ADVERTISING'S DEAD

cated by admen should be abandoned in favour of a slow buildup by PR. Publicity - those stories, articles and features that help establish your credentials - is useful. Some examples? •

The Fall of Advertising & The Rise of PR: Al Ries & Laura Ries, HarperCollins Publishers Inc., NY, 2002

BY MILICENT DANKER THE best PR guru couldn't have done better. Mar keting guru A1 Ries, best known for his collaboration with Jack Trout on Positioning: The Battle for your Mind, has come out to decry advertising and pro claim the rise of PR. Thank you, Mr Ries, on behalf of the fraternity. Thank you for the reality check. Will Ries be taken seriously? I hope so, notwith standing the fact that the book has been written in a style and font that you can read while chairing a meeting. There are serious propositions in there, even if we've heard them before. Proposition no 1: Ries & Ries maintain that adver tising lacks credibility (nothing new) and that only PR can supply that credibility (nothing new!). Advertising is dead. FkLnting is also dead, its 'death' is not the death of painting itself, but the death of its function as a representation of reality. In the same vein, advertising is art and has lost its commu nication function. Advertising value is in the eye of the CEO or the marketing director - and is akin to the value of a million-dollar painting that hangs in the boardroom. This is why advertising is not worth what it costs....with one exception: when advertising serves a functional purpose, then it has value. And what's that, you ask? "The purpose of advertising is not to build a brand, but to defend a brand once the brand has been built by other means, primarily by public relations or third-party endorsements....Creating a brand and defending a brand are the two major functions of a marketing program. PR creates the brand. Advertis ing defends the brand." It's no surprise to hear the authors say that peo ple often forget the role of PR in the marketing mix. According to them, most products and services are marketed in four steps: 1. the company develops a new product or service 2. the company researches the new product or ser vice to make sure it offers consumers a signifi cant benefit 3. the company hires an advertising agency to launch the new product or service with a 'big bang' advertising campaign 4. over time, the advertising builds the new product or service into a powerful brand. Where is PR? In fact, argue the authors, all the most recent marketing successes have been PR successes, not advertising successes, and they cite the examples of Starbucks, The Body Shop, Viagra, Wal-Mart, Amazon.com, Yahoo!, eBay, Google, PlayStation, Harry Potter, Botox, Microsoft, Intel and Zara as brands that have been built with virtu ally no advertising. While advertising lacks credibility, it also costs big money. We are reminded of Pepsi-Cola's USD100 million investment to launch Pepsi One and Andersen Consulting's USD150 million budget to profile Accenture. Advertising has other problems in the closet:

20 aDOlMARKEI1NGC0MMUNICATI0NS

The Wallpaper Effect: Because of sheer volume, advertising messages have become wallpaper and people tend to tune out. A One-Sided Message: The average consumer feels that the information presented in advertise ments is one-sided, ie it doesn't tell the whole story. Advertising is Art: Marshall McLuhan already said it ("Advertising is the greatest art form of the twentieth century") but more and more con sumers now see advertising as art rather than a communication vehicle. They look at advertising the same way they watch a TV show or read a novel. They don't even remember the message or the product.

Advertising is not brand-building. That, the authors argue, is the role and function of PR. Advertising is brand maintenance. Advertising should continue to reinforce PR ideas and concepts: "A brand is born with the capability of creating news. This is the essence of a new brand. But what happens when a brand grows up? The Milk Mustache: No ad campaign has attract ed as much attention as the milk mustache, fea turing celebrities from Bill Clinton to Kelsey Grammer to Jennifer Aniston. The authors ask: if the milk mustache campaign is America's favourite advertising campaign, why isn't milk America's favourite beverage? On the contrary, per-capita milk consumption in the US has declined to its lowest level ever. Don't Do It: No advertising has received more talk value than Nike's. 'Just Do It' has become part of the vernacular of every teenager. Nike's TVCs are more creative than music videos. But Nike itself is selling fewer shoes than ever. Its stock price has fallen from USD75 a share in 1997, to USD56 in 2002. The McDonald's story: The USD3 billion spent over the past five years on advertising in the US hasn't moved Big Macs fast enough, and CEO Jack Greenberg has told a franchise convention that 'marketing was broken' and had to be fixed. Proposition no 2: The 'big-bang' approach advo

•

Starbucks: One of the best ways to establish your leadership credentials is by being the first brand in a new category. Starbucks chairman and founder Howard Schultz is quoted as saying: "It is now difficult to launch a product through con sumer advertising because customers don't real ly pay attention as they did in the past, nor do they believe the message. I look at the money spent on advertising, and it surprises me that peo ple still believe they are getting returns on their investments." Red Bull: The brand was launched and built in Austria using primarily PR and merchandising techniques; advertising was introduced only after the brand had gained considerable momentum. Building educational brands: Harvard, Princeton and Yale are educational institutions that have become brands. They became powerful, not by advertising, but by massive publicity even if the publicity efforts were not self-directed Building a city brand: Sydney was successfully branded as the world's most sophisticated city by riding on the 2000 Olympics, at very low cost.

Proposition no 3: Advertising should be used only to maintain brands once they have been established through publicity. Advertising is not brand-building. That, the authors argue, is the role and function of PR. Adver tising is brand maintenance. Advertising should con tinue to reinforce PR ideas and concepts: "A brand is born with the capability of creating news. This is the essence of a new brand. But what happens when a brand grows up? It runs out of its publicity poten tial...sooner or later, every brand runs up against a PR brick wall....this is the time to switch the strategy of the brand from PR to advertising." When launching a new brand, you need to accomplish many things at once - capture attention, register the name of the new brand in the prospect's mind, attach one or more positive attributes to the new brand. It's a big job that advertising is unsuited for. PR is a much better choice. Propositions and cases aside - which are the book's real value - there is an element of superficial ity about its understanding of PR and the role it can play in brand management. The value of celebrities, for example, is over-played. The simplistic theme of Advertising's Fall and PR's Rise is played out too many times, eg Advertising is Visual, PR is Verbal; Advertising Reaches Everybody, PR Reaches Some body; Advertising is Incredible, PR is Credible; Advertising Dies, PR Lives; Advertising is Funny, PR is Serious; Advertising is Expensive, PR is Inexpen sive (not if I can help it). Perhaps things will change. Perhaps PR will have its day. Meanwhile, it's good to know I may not be the only consumer who cannot remember the brand behind the Extravagantly Visual Ikngo At A Train Station TVC that threatens to bore my socks off, and no one will fault me if I never (if I can help it) fly the airline with the Very Expensive Cabin Service Ad which keeps replaying every 2.3 seconds over ASTRO because of its incredible - and incredulous claims. Hy PR, I say! Millicent Danker is founder and principal consultant of Perception Management Sdn Bhd, a global partner of Golin/Harris International. She also holds the Malaysian chair for the International Public Relations Association.

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HighLights

STOP MAKING SENSE Everywhere the industry is under siege; lower budgets, constant takeovers, sceptical clients and a disinterested public.

... One reason for this is that, in business, the notion of "professionalism" is strongly associated with rationality, and a need to explain things. Which makes it harder to think laterally, as that "may be seen as being unprofessional"...

BY MICHAEL NEWMAN

HOW bad is it? Well, only tobacco shares have performed worse than advertising on world stock market. Everyone in advertising is scared. So, as a response, many advertis ers are doing the logical thing. They've become careful and sensible. Fear is spread ing. Like a dangerous, marketing mutation of The SARS Virus. SARS: "Sensible Advertising Retards Sales." Marketers have so much data, analysis and research these days and, yet, so little of it is useful to making great ads. That's because hard data often misses the soft data, the human connection. Problem is, this lineal thinking is now flat tening out sales graphs. The spread of Sensi ble Ads throughout the marketing communi ty is alarming experts all over the world. Many brands have become sickly and are bleeding red ink. Some products are not expected to survive. The early symptoms include: a lack of focus, poor foresight and a fatal weakening of the backbone, which is followed by the inevitable onset of chronic bad sales figures. Often a brand will die of chart attack, its sys tems choked with information.

Advertising today is often the responsibili ty of relatively junior managers. Senior man agers, let's be honest, are more interested these days in sexier things, like shareholder relations, IT and finance. Advertising stan dards, therefore, have become what junior managers think will be approved later on in the process, when they show the work up the line to senior management. They prefer agreement, compliance, a smooth timeline, fixed corporate guidelines and, as the Japanese call it, "consensus". But in the real world, it doesn't really matter if your ad is on budget or off brief, whether the lawyers approved it, the researcher liked it or the web address is included... if no one notices it. Of course, no one tries to make bad ads; but too many companies are satisfied with good, sensible ones. One reason for this is that, in business, the notion of "professionalism" is strongly associ ated with rationality, and a need to explain things. Which makes it harder to think later ally, as that "may be seen as being unprofes sional". Rationality is all very well in corpo rate reporting. But it frequently gets in the way in the business of winning hearts in the marketplace. Sensible is the domain of the Brand Man ager. Great attracts the attention of the CEO.

Sensible is about measures, because it doesn't achieve the immeasurable. Merely good does n't deliver the slap on the back at cocktail par ties or a desk covered with letters of praise from customers, or the TV interviews or fol low up stories in the women's magazines. Sen sible doesn't stir up much emotion at all real ly. In the world of product parity, it's the bestliked brand that wins. But what many advertisers don't under stand is that you can't logic your way into someone's heart. I once saw a sensible woman with a market-stall, whose products just weren't selling. Her sign read "Handmade bird whistles, $2." A typical product ad, I thought, that said what it was (a bird whistle), what the features were (handmade) and how much it cost; but the ad wasn't working. No one paid it much attention. Until, in desperation probably, the woman made a cre ative leap and tried an emotional appeal; then, she changed her sign to read: "Annoy the shit out of someone, for $2." And sold out of whis tles in no time. Michael Newman is the author of Creative Leaps (John Wiley & Sons); heheads the ideas company brandnewman. brandnewman@ozemail.com.au

From Bonsai to Songkran What does Creativity mean in Asia? Lowe looks to find out...

FOLLOWING recent research on 'Advertising Likeability', Lowe set out to make an Asian dis covery on just what is creative and how is it relevant to advertising. Lowe spent 80 hours in different people's homes in India, Thailand, Korea, China and Singapore. Researchers spoke one-on-one with people, asking for views on creativity and the role it played in people's lives. One thing the agency learned straight away: 'creativity' means different things across borders. For example, in China, people under stand 'creativity' as a combination of intellect and pragmatism. Creative people are often

22 aDOSMARKETlNGCOMMUNICATIONS

thought to be academic, as well as inventive hence the popularity of Bill Gates. For them, creativity is meaningful insofar as it relates to social and economic progress. By contrast, in India 'creativity' was under stood more in terms of culture and tradition. People who are able to draw new meaning out of long-held traditions and beliefs and apply them in a modern context are thought to be creative. Artists, scientists, in fact, 'everyone' was therefore thought to be creative. In Thailand, a playful imagination was thought to be one of the key forces behind 'creativity.' Children were often mentioned as

some of the most creative people respondents could think of as they are still exploring the world around them and are free of any pre conceived ideas or restrictions. For Thais cre ativity was described in terms of a spirit that helped to foster fellowship and stronger rela tions with other people. Interestingly, both Koreans and Singapore ans look to Japan as an source of creativity in Asia, especially in the fashion and consumer electronics categories. Obviously, the full results of this research will prove invaluable to Lowe & Partners across the region.

T E R M I Nwonr 3 Rl!5EtÂ°I MACHINES I N CINEMAS NATIONWIDE 10TH JULY 2 0 0 3

'Coca-Cola' is a registered trademark of The Coca-Cola Company

ClioAwards

'Toothache'

Silver for this Toothache NAGADDB picked up a Silver Statue at the 44th Clio Awards for client Yoong Dental Surgery. The award was for design in the point of purchase category for "Toothache". The agency team included creative director Ted Lim and copywriter Kevin Le. Art direc tion and designer credit goes to Mun and Tan Yee Kiang.

Anything for the shot.

••• ,

"Beauty"

24 3D0IMARKEHNGCOMMUNICATIONS

Naga's win was part of a larger DDB tri umph - DDB Chicago was named Agency of the Year for winning the most number of awards, and DDB Worldwide was crowned Agency Network of The Year for the second year in a row. DDB Chicago won the Grand Clio in radio for the Anheuser Bush "Real Man of

Genius" Bud Light campaign. Anheuser Bush was also named Advertiser of the Year. Saatchi & Saatchi Malaysia was the only other winner from Malaysia at the latest Clio Awards. The agency won a Bronze Stat ue in the print campaign category for LOOK Production's House's 'Baby', 'Pain' and 'Beauty'.

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BY NIC ABDULLAH

THE 19th birthday on the First of June of this

year for Malaysia's first private TV station marked the end of what has been the busiest year in its history. A full corporate restructure for TV3 involved some 1,200 staff members. And despite the same, familiar head quarters in Bandar Utama, inside the building CEO Farid Ridzuan and his team have instituted some stunning, if not aston ishing changes. He inherited a programme-driven organi sation and has instituted a new business model that relies much more on viewerdemands and research data. The audiences seem hardly turned off by this change of strategy - A record audience share of 51% was recorded in the third week of January 2003. TV3 revenue remains strong on the back of 51% of the total TV ADEX in the sec Thousands came to the TV3 carnival 'Sure Heboh' in Kuantan to hear Siti Nurhaliza, among others ond quarter. "Last year we consolidated our business around the company's core strength - broad To achieve this, TV3 formed eight core Communication and Multimedia Commission casting," says Farid. functional groups in the reorganisation: client reaffirmed this industry dominance - it spon servicing, creative marketing, content cre sored a survey, which named TV3 the most ation, creative services, brand management, watched broadcaster in Malaysia with a score airtime management, support services and of 7.44 on a ten-point scale. Even the advertising fraternity has news and current affairs. pinned a few medals on TV3's "We wanted to create a leaner, chest. Two of the most noted less hierarchical organization that "We now wins revolved around the 2002 encouraged the free-flow of ideas practice a bold World Cup. The self-promotional while allowing people to optimise and dynamic "Makan Bola" TVC, created by their individual skill strengths," approach to Leo Burnett, received the Gold Farid explains. programming in Award in the TV/Cinema Com Despite the industry becoming more competitive, Nielsen Media order to deliver the mercial category at the Malaysian Research reports a steady increase 'right programme at Video Awards. It also received a pair of Bronze medals at the Kanin total audience share - especially BIGGEST-EVER MALAYSIAN REALITY the right time' cil Awards. over the last few months. The 51% SHOW SETTO LAUNCH to viewers" Farid believes that TV3's in January 2003 was due in part to Farid Ridzuan market and viewer-driven reorgan good increases among segmented TV3,in collaboration with Malaysia Airlines, has isation is the best way forward for audiences. From December 2002 to announced the launch of Explorace, Malaysia's February 2003, TV3 regained its top position a consumer-driven company. biggest-ever home grown reality show. "We now practice a bold and dynamic among Chinese viewers, garnering a total Explorace will pit 12 teams of two against audience share of 40.3%. The Malaysian approach to programming in order to deliver each other in a race that tests both physical endurance and mental agility. The race will include locations in and around Malaysia, as well as an yet-to-be-revealed international location. The winning team will pocket RM100,000 cash. Each of the teams will be made up of a two people with a pre-existing relationship. Over the course of the 14 episodes, nine of the teams will be eliminated at checkpoints, leaving three teams to compete for victory, and of course, the RM100,000.

26 8DOIMARKEHNGCOMMUNICATIONS

TV3's award winning "Makan Bola"promotional TVC aired during the 2002 World Cup

er 19 Years

WHAT DOES THE CREATIVE MARKETING GROUP DO? WHAT began as a way for marketers to tap into TV3 media equities has now evolved into a set of regular services and products that a host of brands are making use of.

TV3 CEO Farid Ridzuan is all smiles in Kuantan

Farid clowning around with TV3 staffers

the 'right programme at the right time' to viewers," he says. He explains that TV3 now has five differ ent time-belts to cater to different target audiences: mass market, PMEBs, Chinese, women, and young working adults, teens and kids. "All the content selection is based on indepth consumer research," he says. "Through viewers' insight, we deliver the exact pro grammes that viewers desire, thus bridging the gap between us and viewers as well as advertisers." Farid's team is also identifying new mar

kets to repackage TV3's products for the international market. Jejak Rasul, which traces the footsteps of the prophets, is already being aired in a few Middle-Eastern markets. The acquisition of highly touted foreign programmes also continues to be fruitful in terms of viewership and revenue, and TV3 has every intention on staying the course in this regard. But that doesn't mean there won't be a push towards better, and ultimately more, local content. "As we become a bigger player, we plan to create more local content and develop the local content industry. Right now, the ratio of local against foreign content is 60:40. We want to raise the standards of local content development, which has a lot of room and potential for improvement," Farid says. But how has increased competition really affected TV3? Farid doesn't mince his words. "We wel come the competition. It drives us to further strengthen our foothold in the market. I believe that there is always room for healthy competition and newcomers on the scene will ensure that current players raise their own standards." "We have an aggressive best-of-breed pro gramming strategy," he says. "This strategy goes beyond providing award-winning and popular content alone. It extends to the way we work. The creation of our brand manage ment group has meant that TV3 now has greater ability than ever to gauge viewer responses to our existing programmes and tap into their desires for programming improvements." To celebrate TV3's 19th birthday, the sta tion organised a 'Sure Heboh' carnival in nationwide venues including Johor Baru, Malacca, Kuantan and Penang. It was launched in March and has already attracted more than 500,000 visitors. "Sure Heboh' was in Ipoh on 7 and 8 June and will climax at Stadium Putra in Bukit Jalil, Kuala Lumpur on 28 and 29 June.

Unilever, Celcom, Malaysia Airlines, Wella, Southern Lion and even the 'not-so-marketdriven' Ministry of Women and Family Devel opment - all have tapped into the group's media innovation skills. "The interrupting black screen and glow ing black hair of women on TV3 has helped build the goodness of Sunsilk Urang Aring," says creative marketing group general manag er Navonil Roy."We also linked the date of 0303-03 for building salience for Celcom's three distinct prepaid offerings: Xplore, Xcite and Xceed. We've used white Christmas program ming in order to build the whitening proposi tion of Southern Lion toothpaste, and we've customised film for Ministry of Women and Family Development urging Malaysians to demand peace in a world of violence."

SunSilk Urang-/

Roy believes that more and more compa nies are beginning to understand the value of media innovation. He thinks the greatest chal lenge is overcoming the paradigm of evaluat ing media solutions purely as a function of reach and return on investment. "The question many are not asking is how effective is that media solution, especially in terms of business and brand building effec tiveness," Roy says. "A commercial during a highly-rated pro gramme may deliver reach, but does that guar antee the commercial will be effective?" Roy admits that reach and ROI still have some role to play, but he underscores the fact that the two are not synonymous to effective ness in the business and brand context. "Historically," he explains, "TV3 has helped build businesses that have leveraged both brand and business results effectively. "For instance, a Korean tour business was built from a Korean drama series,and Dato Fadzilah Kamsah, the in-demand motivational speaker, began his career on Malaysia Hari Ini." "Take the effect SARS has had on the

WJF

•*

•

SUTERA LAUT BICARA SYAHADAH

region - empty hotel rooms, and an extremely soft property market. We are developing spe cific offerings for the small and medium hote liers and property owners. All of which," Roy advocates, "are aimed at building brands and business using the medium of TV3."

TV3 screenshots from Alias, The Crocodile Hunter and Jejak Rasul

3D0IMARKET1NGC0MMUNICATI0NS 27

Join in the fun.

Big stars. Big hits. Big celebration!

www.tv3.com.my

LOWE & Partners Worldwide and DraftWorldwide are closely aligning across the globe as Lowe + Draft, including in Malaysia, where managing directors Khairudin Rahim of Lowe and Sean Sim of Draft will jointly head the grouping. Globally, Lowe + Draft will be overseen by Howard Draft, as chairman, and Jerry Judge, as president and CEO. Draft will continue as chairman and CEO of DraftWorldwide and Judge will continue as CEO of Lowe & Partners Worldwide. "We are not merging", said Khairudin. "The Lowe + Draft market offering is a fluid structure that brings a creative powerhouse together with one of the world's most respected results-driven marketing services orga nization. As sister agencies in the Interpublic Group of Companies (IPG), Lowe and Draft will continue to operate as separate brands to maintain their specialist credentials for those clients who are not seeking a fully integrated solution." According to Sim, integration has often been the empty promise of the past decade. "Very few agencies have been able to provide clients with media-neutral solutions," he said. "Self-interest and bottom line con cerns would more often lead to one discipline being rec ommended over another." "When the industry talks about 'integration', all too often we settle for the lowest common denominator. That's why you'll see virtually identical executions car ried across different media channels - a one-size-fits-all mentality," he added. "That kind of thinking has to change; more than ever clients demand that their customers' brand experi

Lowe + Draft

in Alignment

Malaysian Agencies Will Maintain Separate Business Models ences be compelling. Determining the relevance, under standing how they work and then harnessing the power of each media channel is the only way a brand can stand out and get results," said Sim. "That's why we're excited by the innovative partnership of Lowe + Draft. Forging a joint-thinking culture can only make us more competitive and allow us to deliver greater client value." "Ultimately," said Khairudin, "Lowe + Draft will settle the above-the-line/below-the-line debate once and for all. We will provide clients with a 'beyond-the-line' solutions that communicate with consumers in one voice, regardless of the marketing channel." Last year in the UK, Lowe Live and Draft merged to create Draft London. Shared clients include HSBC, Saab and Flora. In Malaysia, Lowe + Draft is already working together on the HSBC Malaysia and Brunei accounts.

"When the industry talks about 'integration', all too often we settle for the lowest common denominator. That's why you'll see virtually identical executions carried across different media channels - a one-size-fits-all mentality" - Sean Sim

Millichamp Re-elected POSTAM

1 Chief

"pull together, now more than ever, to work together to weather all eventualities" - Geoff Millichamp

Geoff Millichamp

GEOFF MILLICHAMP, t h e r e c e n t l y appointed general manager of Moon FX, was unanimously re-elected as president of the Association of Post Production and Anima tion Companies Malaysia - POSTAM - at the seventh annual general meeting held recent ly. In his address, Geoff urged members to persevere in exerting efforts to increase local business and at the same time be innovative in order to attract international projects. He predicted that market conditions will contin ue to remain downcast, and went on to say that industry players must "pull together,

now more than ever, to work together to weather all eventualities." Yoki Chin of One Degree North retained the position of vice president, Peter Chin of Shiroku Production was named Secretary, Evelyn Lee of EL Videographics was named Treasurer, and Alison Yong (Planet Films), Alain Zaugg (Optidigit), Ahmad Khalili Ragib (VHQ Post) and Neil Duckett (TenK Studio) were voted in as committee members. POSTAM was founded in 1995 and is the consul tative body for all matters concerning postproduction and animation in Malaysia.

aDOl MARKET1NGC0MMUNICATI0NS129

I'll be Back... and Back... and Back... A whopping 23 major motion-picture sequels are being released this year headlined by Ter minator 3, Charlie's Angels: Full Throttle, The Matrix Reloaded, Bad Boys 2 and X-Men 2. Many of these high-profile big budget films are able to attract audiences based on the rep utation of the first instalment.

However Terminator 3 arrives 12 years after Terminator 2, and 19 years after the orig inal Terminator. Dominique Hee, marketing manager for Buena Vista Columbia TriStar Films, believes that this time gap will allow Terminator 3 to stand alone. "Film technolo gy has advanced dramatically and so the spe

cial effects in Terminator 3 will far surpass those of the previous two films," she says. "Columbia TriStar needed to demonstrate this in the trailer to grab the audience's attention." Terminator 3: Rise of the Machines is scheduled to open in Malaysian cinemas on 10 July 2003.

VP VPA Images is a leading stock imagery library that has been established for more than a decade,focused at serving the advertising and media industry with utmost good faith. We are a unique technology driven enterprise with vision to become a leading provider of real time media supplies.

As we weather through challenging economy waves and ready ourselves for the ride with the next bull run, we would like to invite dynamic, excited and aggressive individuals to join our team and share our vision for success.

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• Must possess excellent inter-personal skills with good verbal and written communications In English, • Possess professional disposition and grooming. • Applicants should be a Malaysia citizen or hold relevant residence status. Please send your resume stating detailed qualifications,experience, current and expected salary as well as a recent photograph to: Fax : 03-7727 5172 Email: samantha.loo@vpaimages.com

THE ONLY WAY TO GET A JOB m OUR AGENCY IS TO SLEEP WITH THE CREATIVE DIRECTOR At Batey Ads we're currently looking for talented writers and art directors to join our team. On the upside, you can expect a decent package, as well as the chance to work on a bunch of award-winning accounts. On the downside, you can expect to work your butt off (we regularly sleep over). To find out more, contact Ben Hunt on 03-7727 2299.

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Time goes for new positioning in Europe and Asia

Which is more infectious? The virus?

Fallon's Red Border campaign

TIME Magazine has launched its famous "RED BORDER" international advertising campaign in Asia and Europe with a new positioning that will strengthen the unified and consistent communication of the brand regionally and globally. The campaign, creat ed by Fallon Worldwide, highlights news issues that are relevant to Asian and European readers and advertisers, inviting them to 'Join the Conversation' - the magazine's new inter national tagline that will now feature in all print and television advertising. The application of the tagline has been extended from the U.S. and Canadian mar kets, where 'Join the Conversation' was first

launched in late 2002. Fallon conducted research, including extensive interviews with the editorial and publishing staff internation ally as well as the trade communities, as part of the due diligence behind the decision to use the tagline. "This campaign builds upon the strengths of our existing brand - the RED BORDER and our use of sharp, current news-based visuals but adds a new component with the invitation to Join the Conversation', which is what TIME magazine is really all about" Says Anne Pappas, TIME's Vice President, International Marketing Director. The campaign targets trade and consumer audiences, and reflects TIME's position as the world's leading weekly news magazine for depth of analysis, insight and perspective into news, arts, science, business and politics. Join the conversation' is being incorporated in the overall communications strategy and has been integrated in the new television campaign which was launched last month in both Europe and Asia. The new positioning is also being rein forced through sales development and other marketing and communications activities. "Communicating the diversity of time's coverage is a priority. TIME is about news and current affairs, as well as social trends, cultur al and lifestyle issues. The red border cam paign gives readers a clearer understanding

that TIME is first and foremost a news title that delivers a unique perspective on Euro pean, Asian and global news". TIME has used the RED BORDER from its masthead as an advertising device since the mid nineties when the campaign was first developed in the U.S. by Fallon Worldwide. Since then, it has become synonymous with the brand around the world. "There have been imitators," said Mike Haje, Account Director of Fallon New York, "but there is only one original - and TIME is it. We're excit ed to be extending this, a powerful and endur ing brand property, in communicating with TIME's European audience." Fallon Worldwide was named TIME's international agency of record in January. "Fallon have demonstrated their understand ing and insight of our brand and our business over many years and it makes absolute sense for us to be giving our brand a single, consis tent voice across the globe," said Pappas. TIME magazine is available to readers worldwide in Europe, the Middle East and Africa, Asia, South Pacific, Canada, Latin America and the U.S. Each issue offers read ers access to Time Inc.'s global resources with regional, relevant stories. TIME is Europe's leading weekly newsmagazine, with a circula tion of almost 600,000 across EMEA and 306,000 in Asia.

Morgan Stanley downgrades GDP forecasts for Asia Countries

HIT by the war, and then by the SARS virus, Asian economies are struggling to deal with the crisis. Morgan Stanley is the latest to have revised its forecast for the region. The biggest worry is China. Even as the virus and its effect appears to have subsided in much of Asia, the threat to China remains acute. Doubts about its capacity to con tain and fight the deadly and highly transmittable virus remain large. Yet, experts differ in their assessment of the economic impact of the SARS virus on China's economy. Many argue that desperate economic condition and a general disregard for health concerns among the poor means that there will be little adverse effect on pro duction or supply of labour. In the cities, with the possible exception of the Beijing, residents have not displayed the kind of panic and mass hysteria about the virus that has affected Singapore, Hong Kong and Taiwan.Yet most economists don't think China's economy will be completely immune to the outbreak. Morgan Stanley has cut its China growth forecasts to 6.5% from 7%. 32 aDOiMARKEIlNGCOMMUNICATIONS

New Forecast

Old Forecast

China

6.5

7.0

Hong Kong

2.1

2.7

Taiwan

2.3

2.8

South Korea

3.5

4.0

Indonesia

3.0

3.2

Malaysia

3.0

4.1

Philippines

3.1

3.4

Singapore

2.1

2.9

Thailand

3.5

4.0

Photography by Adam Photo.

TheMC2Ai are for the p WITH a July 15 submission deadline looming, excitement is growing to see which creative work will be recognised at the Malaysian Cre ative Circle Awards. MC2 is open to all. The awards has every intention to educate and nurture industry pro fessionals to strive higher and increase the standard of advertising excellence in Malaysia. It also celebrates and rewards creativity in marketing communications - for the whole industry to experience and cherish. The MC2 will be accompanied by an Awards Book, which will record for posterity each and every recognised piece of work. MC2 2003 winners will also be featured in the pages of this magazine in the September 2003 issue. And for those scammers out there, just remember: don't cross the line. We're no scam police, but we are the press. And remember, the press always finds out the truth in the end. Proceeds from MC2 will go towards talent development and training through Sledge hammer's professionally-designed, craft-spe cific Fast Track programmes.

From left:Thomas Low, executive group creative director ofPu executive creative director ofFoote,Cone & Belding Malaysia,

AWARD CATEGORIES (INDIVIDUAL/CAMPAIGN) 1. FILM

For more details Call us at Blimp Inc.:

03-7845 8835

One entry fee qualifies your work to be judged for all film categories 2. PRINT (newspapers and magazines)

One entry fee qualifies your work to be judged for other print craft categories too like Best Copywriting - English/BM/Chinese and Best Art Direction 3. RADIO

or e*mail us at: info@blimpinc.com.my or visit our website : www*blimpincxom*my

One entry fee qualifies your work to be judged for all radio categories 4. OUTDOOR

One entry fee qualifies your work to be judged for Billboard, Poster Outdoor/ Indoor, Transit, Bus Shelters, Buses, Aerial Ads, Overhead bridges, etc. 5. POINT-OF-SALE

509/? 7~o rr^ra/ //o^z/rs^

Sounds ads, Gondola Ads, Trolley Ads, Shelfvision, Take-one, Floorvision, Trian

gle Advertising, Postcards, Lightboxes,etc. 6. DESIGN

One entry fee qualifies your work to be judged for Typography, Packaging, Sym bols/Logos, Annual Report, Illustration, Calendars, Corporate Identity, Brochures, Catalogues, Leaflets, Still Photography and Image manipulation. 7. WEBSITE 8. YOUNG GUN

Based on the brief:The Value of Advertising 9. BEST OF THE BEST

(no submission required for this category) 10. AGENCY OF THE YEAR 2002/2003

(no submission required for this category)

wards ublic...

PASSION PICTURES

presents

Chris Von Selle, managing director of J Walter Thompson Malaysia and Sonal Dabral, managing director and executive creative director ofOgilvy & Mather Malaysia celebrate the launch of MC2

Geoff Millichamp from Moon FX and Jeff Orr from Grey

blicis Malaysia, Steve Clay, creative director ofPublicis, SP Lee, indHisham Sahudin, creative director ofPublicis Malaysia

AWARDS 2 0 0 3

At the awards ceremony on August 15, there will be a segment featuring Lifetime Achievements Awards plus induction for the MC2 Hall of Fame. This will be followed by the launch of a Sledeghammer-published cofÂ fee-table book titled Portfolio - the Best of Malaysian Advertising over the past five years. The highlight of the MC2 event no doubt, will be the awarding of the evening's top prize - Agency of the Year. The judging for this award will be based on criteria that includes new business wins, creative excellence and industry perception of the agency for integrity and professionalism. This is a first of its kind for the Malaysian ad industry.

... for those scammers out there, just remember: don't cross the line. We're no scam police, but we are the press. And remember, the press always finds out the truth in the end... The Agency of the Year award will be judged by the legendary Donal Gunn of the Gunn report, Greg Paull from R3 Asia-Pacific, and an ADOI online poll amongst 500 senior industry players in Malaysia. The International and local judges who have been invited to lend their services include John Hegarty, Lionel Hunt, David Droga, Indra Sinha, David Abbott, Jim Aitchison, Tay Guan Hin, Jimmy Lam, Josh Sklar, Paul Grezoux, Theseus Chan, Sonal Dabral, Jeff Orr, Yasmin Ahmad, SP Lee, Edmund Choe, Ted Lim, Dharma Somasundram, Thomas Low, Chris Howden, Ali Mohamed, Ajay Thrivikraman, Huang Ean Hwa, Simon Beaumont, Elmo Lee, William Harald-Wong, Kins Lee and Edwin Leong. One special highlight of MC2 is the Young Gun category, where junior creatives are invited to answer a brief on 'The Value of Advertising'. Visit the MC2 website for complete details: http://www.adoimagazine.com/mc2

PRODUCT TITLE AGENCY CLIENT CREATIVE DIRECTOR ART DIRECTOR COPYWRITER AGENCY PRODUCER FILM DIRECTOR CINEMATOGRAPHER PRODUCER 1st AD LINE PRODUCER

COCA COLA CUPID MCCANN ERICKSON MALAYSIA COCA COLA FAR EAST HUANG EAN HWA / LEE SZU HUNG KC CHUNG HUANG EAN HWA PAULINE MOREIRA JAMIE QUAH ALVIN LEE BRIAN FRANCIS BRIAN FRANCIS RAZLAN RAMDAN

DIRECTORS & PRODUCERS

FILM DIRECTORS JAMIE QUAH BRAD HOGARTH TECK TAN KENNY BENEDICT

PRODUCERS SHEEN S SINGH BRIAN FRANCIS KAREN DE SILVA RAJAY SINGH SEAN NUNIS

ITIediaQanc NEW TVC DEBUT - APR/MAY 2003 Brand: Honda City Title: The Future Is Calling Duration: 30 Seconds Client: Honda Malaysia Sdn Bhd Agency: Hakuhudo (M) Sdn Bhd Creative Head : Max Tan Art Director: Cheong Copywriter: Canis Rozario Language: English/BM/Chinese Summary: New revolution on Honda City

Mohd Farooq Brand: Horlicks Malt Title: Horlicks Magical Mug Duration: 15 seconds Client: Glaxo SmithKline Agency: Grey WorldWide Creative Director: Mohan Prabakhar Art Director: Jess Wong Copywriter: Mohan Prabakhar Language: BM / English / Mandarin Summary: Introducing the cooler mug by horlick

Brand : Nestle Mat Kool Title: Mission Impossible Duration: 20 seconds Client: Nestle Products Sdn Bhd Agency: Publicis (Malaysia) Sdn Bhd Creative Director: Hisham Sahudin Art Director: Linus Teoh/Zac Labang Copywriter: Ahmad Fariz Language:BM Summary: Mat Kool, with his cool Spy Kit,

unravels the magic of Mat Kool ice cream.

Brand: McDonald's Product: Shaker Fries Title: "Gallery"- (boy in art gallery) Duration: 20 seconds Client: Golden Archers Restaurants S/B Agency: Leo Burnett Advertising Creative Director: Yasmin Ahmad

McSHaker mes

Art Director: Elmo Lee Copywriter: Malik Abdullah Language: English / BM / Chinese Summary: Consumers need to pour in the

fries and seasoning into the provided Shaker Fries bag - and shake to mix the two.

Brand: Pizza Hut Title: Opera Duration : 40 sec / 30 sec / 20 sec Client: KFC Holdings (M) Sdn. Bhd. Agency: Ogilvy & Mather Creative Director: Sonal Dabral Art Director: Gavin Simpson Copywriter: Paul Lim Language : English / BM / Mandarin Summary: Classic Italian Crust is so authen

tic, it'll bring out the Italian in you.

For more information please call Chianean Lim of MediaBanc at 03 7983 6668

36 aDOIMARKEHNGCOMMUNICATIONS

On the AD1 75 industry professionals attended a pair of ADOI Fast Track weekend workshop in April and May, and came away having gained valuable training in sales and media. The sales training workshop was conducted by Mohd Farooq and was held on 26 April and 10 May 2003. The set of skills acquired in this workshop can be summed up as "How to sell like hell!" 38 participants from 14 different organisations represented a diverse cross section of sales professionals: junior account execu tives, marketing executives, marketing managers and even a direc tor of sales. As well as being highly informative, participants report ed that the workshop was also immersive, with Mohd Farooq including role-play, as well as assignments and presentations. A media planning workshop was conducted on 17 and 24 May and was led by the inimitable Margaret Lim, the chairman of Carat Media Services. 38 participants came from 19 different organisa tions and included media assistants, media sales executives, media planners and others. One participant even travelled from Penang to attend the workshop. Look out for upcoming ADOI Fast Track workshops: Copywriting on 28 June and 5 July, and Account Planning on 12 and 19 July. For sign-up details, contact Ragoo Samy at 016 383 0681 or email him at ragoosledge@yahoo.com.

OVER

Margaret Lim

II Fast Thick PRODUCT : COCA COLA TITLE : FOR EVERYONE AGENCY : MCCANN ERICKSON MALAYSIA CLIENT : COCA COLA FAR EAST CREATIVE DIRECTOR ; HUANG EAN HWA / LEE SZU HUNG ART DIRECTOR : MARCUS LIM COPYWRITER : AJAY BAKHSHI AGENCY PRODUCER : PAULINE MOREIRA FILM DIRECTOR : JAMIE QUAH CINEMATOGRAPHER : HARRULD GOH PRODUCER : BRIAN FRANCIS 1st AD ; BRIAN FRANCIS LINE PRODUCER : PENNY WOO

DIRECTORS & PRODUCERS

FILM DIRECTORS JAMIE QUAH BRAD HOGARTH TECK TAN KENNY BENEDICT

PRODUCERS SHEEN S SINGH BRIAN FRANCIS KAREN DE SILVA RAJAY SINGH SEAN NUNIS

PASSION PICTURES SDN BHD 210, JALAN AMPANG, 50450 KUALA LUMPUR TEL: 603 - 2166 6448 FAX: 603 - 2166 6468 WEBSITE: WWW.PASSiONPICTURLS.COM EMAIL: INFO@PASSIONPICTURES.COM MY

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http://www.adoimagazine.com/MC2 Closing Date: 15 July 2003

AWARDS 2003

^ presents

Toyota "Chase"TVC Recognised by D&AD

SAATCHI & SAATCHI'S "Chase" for UMW Toyota Motor was given a Silver Nomination recently at the 2003 D&AD Awards in Lon don. The spot, by Carrot Films, was directed by Barney Chua and produced by Lim Chan Huat. The creative director was Edmund Choe and Szu-Hung Lee. Art director was Edmund Choe and Kelvin Leong. Copywriter was Craig Davis. The agency producer was Debbie Manuel and Augustin Ng and Justin Dee handled account management. Technical credits include cameraman Eric Yeong and Ricky Lim, lighting director Ricky Lim and Eric Yeong, sound designer Mike Bloemendahl. From the UMW Toyota, marketing man ager is Mohanan K. The awards were presented before an audience of 2,000 in London by actor Richard Wilson. He handed out Silver Awards - a Yellow Pencils - to 53 pieces of work, 18 more than last year, and a record number in the 41-year-history of the D&AD. The winning work - which can be viewed online at http://www.dandad.org was selected by 240 judges. Over 21,500 items were entered in this year's event. This year, for the first time, 2,300 D&AD members were able to vote for their favourite nominated work. The inaugural D&AD Peo ple's Pencil was given to Nexus Productions for the title sequence of the film Catch me if you Can. In fact, it was a particularly good year for TV and cinema graphics this year with five Yellow Pencils handed out in that category. This was four more than last year. The D&AD President's Award for out standing contribution to the creative industry was presented to Wally Olins and Michael Wolff. As pioneers in brand identity from the late 1960s, D&AD president Michael Johnson felt that this accolade was long overdue and wanted to secure Wolff Olins' place in histo ry. "It is actually being able to take off your shoes and step into theirs [clients']," Wolff said. "I think something new will come [in advertising]. It will be as big a change as the one we created."

For the first time since 1995, no Gold Award - the Black Pencil - was handed out. Of course, the D&AD judges were under no oblig ation to actually award a Black Pencil. IT is tra ditionally set aside for work which sets a new standard in its field or breaks the mould in some way. Not only did TV and cinema graphics increase its award haul, so did the interactive and digital media category, which had three pieces of winning work. Environmental design and architecture also faired well - winning six Yellow Pencils. The public services and charities category also faired well with Yellow Pencils awarded to work for NSPCC, The Big Issue Founda tion, BBC, COI, the Office of the Deputy Prime Minister, Barnado's, the National Museum of Science and Industry and the Newcastle City Council. There was no sweeping win by one client this year - instead a large number of clients walked away with multiple awards - NSPCC, Audi, Xbox, John Smiths, BBC, Bud Lite and Merrydown Cider. Big winners among agen cies were BBH, Saatchi & Saatchi and TBWA\London. There were no Yellow Pencils awarded for integrated creativity or ambient media - two categories D&AD president elect Nick Bell said "Should be wide open for fresh innovative approaches to advertising." There was marked improvement in the press category this year, with two wins - one for 'Shoes' by Saatchi & Saatchi Singapore and the illustrated posters for Merrydown commissioned by Campbell Doyle Dye. There were also a further two Yellow Pen cils awarded in the new non-English language press advertising category. The introduction of the three non-English language categories resulted in a wider breadth of international work including wins from the US, Brazil, Swe den, Hong Kong, Austria and South Africa. Work from 32 different countries was selected for the 2003 D&AD Annual and DVD, which will be available from November of this year.

PRODUCT : MERCURY MINERAL WATER TITLE : INNER BALANCE AGENCY : BBDO RUSSIA ART DIRECTOR : TATIANA TUTUNIK COPYWRITER : ANDREI ZALTSEV AGENCY PRODUCER : MARGARITA JIJINA FILM DIRECTOR : JAMIE QUAH CINEMATOGRAPHER: HARRULD GOH PRODUCER : SHEEN S SINGH 1ST AD : ALAN ROBINSON (LUSCIOUS INTERNATIONAL) LINE PRODUCER : EFFENDY HARJOH LOCATION : QUEENSTOWN, NEW ZEALAND

DIRECTORS & PRODUCERS

FILM DIRECTORS JAMIE QUAH BRAD HOGARTH TECK TAN KENNY BENEDICT

PRODUCERS SHEEN S SINGH BRIAN FRANCIS KAREN DE SILVA RAJAY SINGH SEAN NUNIS

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20TH CENTURY FOX FILM, 2-WAY RADIO RENTALS, 59 COMMUNICATIONS, 59 ENTERPRISE, A & 0 ADVERTISING , AT. 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enter!

http://www.adoimagazine.com/MC2

15 July 2003

PASSION PICTURES

presents

Chelsea >>> I, Liverpool »> J

-1

M - C O M M E R CI

Can't touch this

From left to right: Aliya, Arteen, Lawrence, Adrian, Lakshmi and Shoba

THIS spot for TMTouch not only created waves in the industry for its advanced special effects, it grabbed a pair of coveted awards as well. The TVC by Interface, Filmpoint, APV and Imaginex, was named the Best Television Commer cial at the 16th Malaysian Film Festival 2003 and won Best Digital Effects at the Asian Tele

vision and Creative Awards 2002. By all accounts, the TVC shoot was gruelling - 12 loca tions in four days. But even heavy rain and wind couldn't stop the team from delivering on what they promised the client: an award-win ning ad with stunning effects that sets itself apart from other telco ads.

THE HONOUR ROLL:

Adrian Pang, executive producer (Filmpoint) • Justin Woon, director (Filmpoint) • Bryant Low, 1st assistant director (Filmpoint) • Chong Yuk Hong, DOP (Filmpoint) • Shoba Devi, producer (Filmpoint) • Arleen Webber, assistant producer (Filmpoint) • Chu John Fu, art director (Filmpoint) • Lakshmi Mohan,creative director (Interface) • Lawrence Chua,account manager (Inter face) • Aliya Ghows, account executive (Interface) • Ting Yu Peng, art director (Interface) • Sharon De Silva, producer (Interface) • Jaszzline Loh, producer (APV) *TC Lee, animator (APV) • KC Chong, editor (APV) • Alex Loh, designer (APV) • Zairi, grader (APV) • Michael Bloemendal, engineer (Imaginex)

PRODUCT : PETRONAS F1 2003 TITLE : STARTING GRID / CHICANE / WINGS AGENCY : LEO BURNETT CLIENT : PETRONAS MOTORSPORTS CREATIVE DIRECTOR : ALI MOHD ART DIRECTOR : TAN YEW LEONG / TAQUDDIN BAHARO COPYWRITER : IZWAR SIVA AGENCY PRODUCER : ISKANDAR SIVA FILM DIRECTOR : BRAD HOGARTH CINEMATOGRAPHER : HARRULD GOH PRODUCER : KAREN DE SILVA 1st AD : NIKO AMRI / RAZLAN RAHMAN LINE PRODUCER : RAZLAN RAMDAN DIRECTORS & PRODUCERS

FILM DIRECTORS JAMIE QUAH BRAD HOGARTH TECK TAN KENNY BENEDICT

PRODUCERS SHEEN S SINGH BRIAN FRANCIS KAREN DE SILVA RAJAY SINGH SEAN NUNIS

PASSION PICTURES SDN BHD 210, JALAN AMPANG, 50450 KUALA LUMPUR TEL: 603 - 2166 6448 FAX: 603 - 2166 6468 WEBSITE: WWW.PASSIONPICTURES.COM EMAIL: INFO@PASSIONPICTURES.COM.MY

Still in Hs Infancy Completed study shows commission still rules over fees or payment-by-results

IN a Saffron Hill research study commis sioned by client-agency consultancy R3 Asia Pacific and supported by ADOI, a clear pic ture emerged about the compensation prac tices in Asia The study is the backbone of a 4As organised and sponsored seminar on the same subject, as well as a series of articles in ADOI earlier this year. The study included Hong Kong, Malaysia and Singapore, which future plans slated to include China and Korea. Saffron Hill Research approached just over 500 of the top regional and local adver tisers across these three markets and inter viewed one quarter of them. Companies who participated in the exercise included Nestle, HSBC, Unilever, P&G, Coca-Cola, Cathay Pacific, BMW, Microsoft, IBM, Dell

and over 120 others. The study only includ ed companies with an advertising budget of at least US$500,000. Advertisers, the study shows, are definite ly spending a significant portion of their money on below-the-line activities. From almost a non-existent position ten years ago, it now accounts for an average of 35% of advertisers' budget. The growth of below the line has been the result of a greater need for new and more complete marketing plat forms as well as perceptions that it is more targeted and more cost effective. But the study also showed that advertis ers in Asia are paying an average commis sion of 10.5%, lower than the US market making it difficult for agencies offer top compensation for high calibre ad people. Another related and much talked

about industry issue is the growth in the role of media independents - around 68% of Asian marketers now using a separate agency for media planning and buying. In Hong Kong, this figure is as high as 76%. Survey results suggest that the figure could rise to as much as 80% by 2005. The practice of commission-on-apercentage-of-billings continues to be the dominant form of agency compensation in Asia. About half of all advertisers pay their agencies this way. Three in 10 pay based on a fixed project fee while less than 20% pay based on a monthly retainer, based on a labour contract. "The emergence of project fees in Asia is an alarming trend for Asia," explains Saffron Hill's Raymond Ng. "Marketers are forced to think in short-term manner,

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UNlVtRSITI TUNKU ABDUL RAHMAN

PARTICIPANTS IN EACH COUNTRY INCLUDED: SINGAPORE

MALAYSIA

HONG KONG

Army Recruitment

Affin Bank

Warner Music

Asia Pacific Breweries

Bata

Wyeth

AXN Asia

Bistro Americana Holdings

Ananda Wing On Travel

Bayer

(TGIF)

Bank of China

Best Denki Canon Marketing Carlsberg

BMG Music

Bank of Communications

Britannia Brands

Cafe de Coral

Buena Vista Columbia

Caltex Oil

Tristar Films

Canon Marketing

Bumiputra Commerce Bank

Cathay Pacific

Canon Marketing

City Chain

Carrier

Courts

CMG Asia

Coca-Cola Far East

Cycle and Carriage

Dah Sing Financial

Compaq Computer

Daikin

Cycle & Carriage

Dell Computer

EQ Music

Dumex

F&N Foods

Dutch Lady Milk Industries

Fuji Xerox

Ford

Guinness

Ginvera

Carrier Cerebos Pacific Coca-Cola

HP IBM Ikea Institute of Technical Education

Electronic Payment Services

Godfrey Phillips Malaysia L'Oreal Malayan Flour Mills Maxis

Motorola

Marie France

NEC

Minolta

Nestle

Haagen Dazs HKR Hong Kong HSBC Hutchison Telecom Hutchison Whampoa

LVMH

Microsoft

The Garden Company Hang Seng Bank

Johnson & Johnson

Lego

Dairy Farm Eagle Star Insurance

Ikea Kodak Kowloon Canton Railway Corp Kowloon Motor Bus Company Linguaphone Institute Marteil Mass Transit Railway Corp.

Motor Image (Subaru)

Pfizer

Navy Recruitment

RA-PPB (Tops)

My Jewelry

New Zealand Milk Products

Ricoh

New World Telecom

Oracle

Royal Brunei Airline

Nin Jiom Medicine

Performance Motors (BMW) Pfizer Pioneer Electronics Shell Singapore Post

Shakey's Restaurant

PCCW

Sharp Roxy

Proctor & Gamble

Sony

Rolex

Sony Music

Shangri-La Hotel

Star Cruises

Shell

Tan Chong Motors (Nissan)

Sony

Slim Fits

Time dotcom

Standard Chartered Bank

Sony

Toshiba

Swire Resources

StarHub

Unilever

Ulfrets of Sweden

Yun Nam Hair Care

Volvo

Wai Yuen Tong Medicine

and agencies respond in the same tactical mentality and approach." Among media agencies in Asia, 74% are working on a commission system. In the US, labour-based fees are the preferred method of payment, even for media agencies. A fee system could work to encourage neutrality in media selection and recommendations. In the US, labour-based fees are common. It is possible that Asian advertisers, in an effort to harmonised global markets, may move towards fees as well. 93% of Asian marketers paying com mission are also paying a flat rate, regard less of size of billings. The Asian market has also seen little of the unbundling of media planning and buying as seen in already in other regions. Payment-by-results is a special area of

interest for R3, and a key part of the study. While this is currently one of the fastest growing trends in the US, with an estimated 45% of marketers paying fees on this basis, only 17% of Asian relationships are struc tured in this method. And most that do fac tor results into payments are doing so as part of a larger regional or global agreement. No fewer than 76% of those using resultsbased payments have noted improved per formance from the agency since migrating to the system, surely a significant finding. 54% of survey respondents indicated they are likely to change, or at least debate, their current method of agency compensation - an unstable, if not slightly unnerving number. Saffron Hill and R3 intend to repeat this agency compensation study on a bian nual basis.

PRODUCT : PIZZA HUT TITLE : OPERA AGENCY : OGILVY & MATHER MALAYSIA CLIENT : KFC HOLDINGS CREATIVE DIRECTOR : SONAL DABRAL ART DIRECTOR : GAVIN SIMPSON COPYWRITER : PAUL LIM AGENCY PRODUCER : JAEE TEE FILM DIRECTOR : TECK TAN CINEMATOGRAPHER : ALVIN LEE PRODUCER : BRIAN FISHER 1st AD : BRIAN FISHER LINE PRODUCER : RAZLAN RAMDAN

DIRECTORS & PRODUCERS

FILM DIRECTORS

PRODUCERS

JAMIE QUAH BRAD HOGARTH TECK TAN KENNY BENEDICT

SHEEN S SINGH BRIAN FRANCIS KAREN DE SILVA RAJAY SINGH SEAN NUNIS

PASSION PICTURES SDN BHD 210, JALAN AMPANG, 50450 KUALA LUMPUR TEL: 603 - 2166 6448 FAX: 603 - 2166 6468 WEBSITE: WWW.PASSIONPICTURES.COM EMAIL: INFO@PASSIONPICTURES.COM.MY

A. Nagarajan Pillay, A Shahid All, Aaron Cowie, Ab Rashid Harun, Abang Jemat Abang Bujang, Abdul Aziz Hamdan, Abdul Halim bin Sidek Abdul Halim Harun, Abdul Halim Hussain, Abdul Halim Ibrahim, Abdul Malik bin Abdul Rahman, Abdul Mutallib Noordin, Abdul Rahman Ahmad, Abdul Rashid Jamil, Abdullah Haji Jonid, Abu Hassan Seeni, Adele Wee, Adeline Lester, Adi Satria Ahmad, Adila Shakir, Adlina Borhan, Adrian Loh, Adrian Sng, Adrian Lee, Affandi, Ageline Lum, Agnes Gan, Ahmad A Talib, Ahmad Farid Ridzuan, Ahmad Fuaad Dahlan, Ahmad Fuad Mohd Ah, Ahmad Khalid, Ahmad Mustaza Dato' Mustapha, Ahmad Nasaruddin Noor, Ahmad Pardas Senin, Ahmad Ruslan Zahari Zakaria, Ahmad Subri Abdullah, Ahmad Suhaili Idris, Ahmad Suhaimi Anuar, Aidilla Jeharey, Ree Chua, Aileen Chan, Airin Zainul, Aishah Shaikh Ahmad, Ajay Thnvikraman,Akhil Chandra, Alan Cheng, Alan Lim, Alan Ow, Alan Pang, Alan Tan, Alan Thing, Alan Wong, Alastair Gordon, Alban Lee, Albert Chiang, Angie Khoo, Albert Lau, Albert Low, Albert Chew, Albert Yeoh, Alberto Errico, Alex Abraham, Alex Chan, Alex Fong, Alex Kong, Alex Lim, Alex Ooi, Alex Sum, AlexTan, Alex Wong, Alex Wong, Alex Yew,Alexis Fernandez, Alfred Kok, Ali Mohamed,Ah Shuib, Alice Goh, Alice Lee, Alice Yew,Alicia Ahmad, Alicia Low, Alicia Tang, Allan Chee, Allan Chow, Yew Chuan, Allan Tan, Allan Khoo, Allen Ang, Aloysius Yap, Althea Wang, Alvin Hew, Amin Lin Abdullah, Amni Amry, Amy Ho,Amy Oh, Amy Seok, Andrea Chan, Andreas Gellner, Andreas Riecke, Andrew Choo Eng Hoo, Andrew Cooper, Andrew Harrison, Andrew Nathan, Andrew Roach Reddy, Andrew Teh Lay Kwan, Andy Sim, Andy Sitt,Andy Tan, Ane Halina, Ang Bon Beng, Ang Boon Seng, Ang Teong Hoe, Angelina Ooi, Angie Ang, Angie Chew, Angie Chong, Angie Loke Kuan Yee, Angie Ng, Angie Yim, Anita Kaur, Anita Narayanan, Ann Fernandez, Ann Kwan, Ann Lim, Anna Ng, Anna Tham, Anna Toh,Anne Hay, Anneliza Zainal, Annie Watt, Anthea Wee, Anthony Bu jang, Anthony John Nelson, Anthony Kiu, Anthony Wee, Anthony Tan Say Loong, Anthony Yeap, Armani Livingstone, Arnold Anand, Arturo C Allh Jr, Audrey KLT Chong, Audrey Tan, Audrey Ting Chai Gin,Audrey Woon Pui Leng, Audris Lim, Augustine Tan, Austen Zecha, AwTee Woo, Aziah Mohd Said, Aziana Ah, Azizah Wahid, Azizah Yaziz, Azizul Kallahan, Azlam Shah Alias, Azlan Ibrahim, Azlin Kamaruddin, Azman Dahlan, Azmi Hashim, Azreen bt Mohamed Yusup, Azwa Nasaruddin, B KTan, B Sukumaran, Ba U Shan-Ting, Badlisham Ghazah, Baharum Salleh, Baizureen Mohd Hithir, Bala Pomaleh, Barbara Boey, Barney Lee, Barry Low, Barry Ooi, Barry TW Lee, Belinda H E Lim, Ben Foo, Ben Hui Choo, Ben Hunt, Ben Thomas, Benedict Lim, Benjamin Siow, Benny K M Yeoh, Benny Thomas, Bernadette Wake, Bernard Chiang, Bernard Yong, Bernice Choo, Betty Tan,Beverly Goldman, Bharat Avalani, Bhupatrai M Premji, Billy Lee, Bjorn Lyngaard Olesen, Bjorn Sondenskov, BK Lim, Bob Fox, Bob Lee, Bobby Ong, BokTai Siew, Borhanuddin Osman, Brian Andrew Gomez, Brian Bong Chee Loong, Brian Francis, Bridget Lai, Brij Dogra, Bryan Lee, Budi Santoso, Butt Wai Choon, C F Yow, C K Chew, C K Choo, C.K. Lau, C K Leong, C W Lee, C Y Chin,Calvin Kan, Calvin Koo, Carl Kono, Carmen Chiong, Carmen Phua, Carmen Wong, Carol Roche, Caroline Eu, Caroline Russell, Carolyn Yong, Carynne Ooi, Cassandra Teo, Catherine Lam, Cham Heng Lee, Chan Chuck Yan, Chan Foong Ming, Chan Kwai Heng, Chan Leong Ngoh, Chan May Yin, Chan Meng Fatt, Chan See Lan, Chan Wai Leng, Chan Yuet Wah, Chan Zee Cheng, Chanchai Doungjit, Chanchal Chakrabarti,Charis Chan, Charles Cadell Charles CN Chew, Charles Peters, Charles Sik, Charles Tong SY, Charles Wong Chay Kim Hur, Che Nora Mohamad, Cheah Sook Wai, Cheah Soon Kok, Cheah Swee Lian, Cheah Teng Lim, Cheah Tien Keat, Cheah Yoke Fong, Cheah Yoke Sing, Cheak Yin Fun, Chee Chin Chong, Chee Pok Jin, Chen S Y Yen, Cheng Lum, Cheng Poo Kong, Chew Han Tah, Chew Kagee, Chew Kim Har, Chew Soon Keong, Chia Boon Lim, Chia Chin Song, Chia Chin Yau, Chiam Siew Keen, Chin Chee Wing,Chin Kim Chang, Chin Tih-Tih,Chin Vin Sen, Chin Voon Loong, Chin Weng Keong, ChinYoke Kee, Chitra Dass, ChoJung Hwan, Chong Boon Chuan, Chong See Ming, Chong Swee Pin, Chong Wai Choong, Chong Wen Yhi, Chong You Peng, Chong Yun Hing, Choo Fook Yen, Choo Hong Chow, Choo Lee Peng, Choo Yit Liang, Choon Bow Wow, Choong Kam Kow, Choong Kee Seng, Chow Chee Sue, Chow Nyuk Loong, ChowThim Seng, Chow Wei Hing, Choy Hin Yuen, Choy Wai Hin, Chris Chan, Chris Chee, Chris Howden, Chris Leong, Chris Von Selle, Chris Wiles, Christina Celestine, Christina Hod, Christina Low, Christina Sweetin Lee, ChristinaYong, Christine Liew, Christine Sterk, Christopher Chang, Christopher S Davies, Christopher Yin, Chua Hock Soon, Chuah Kean Loong, Chuah Seok Theng, Chuah Tai Eu, Cik Aishah Ahmad, Cik Latifah, Cik Nurizam, Cindy Ho, Cindy Lim, Cindy Yoong, Clara Goh, Clara Williams, Clarence Yap, Clement Lim, Cliff Lee Koon Yew, CM VOON, Collier Yong, Conny Looi, Coorine Ling, Corine Ooi-Bremner, Conine Lim, CT Lim, D. 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Ah, Dr Sean Sek Hui, Dr Sheikh Awab Sheikh Abod, Dr Syed Hussain Syed Husman, E.KYeo, Eddie K S Tong, Edgardo I. Patron Edman Anthony, Edmund Choe, Edward Chiu, Edward Chuah, Edward F. P.Liew, Edward Lim, Edward Stanislaus, Edward Ying, Edwin Leong, EdwinTan, Edwina Chai Soh Fong, Ee Kok Chuan, Eiichi Funaki, Eileen Chua, Elaine Lee, ElaineTan, Elaine Yeap, Elena Ho, Elkie Yip, En Ahmad Ghazali Kassim, En Kamarulzaman Darus, En Ramli Jusof, Eng Keong, Eric Beh, Eric De Cruz, Eric RA Balinghasay, Eric Tan Eric Y K Voon, Eric Yip, Erica Wong, Erik Aas,Erwin Selvarajah, Esther Chan, Esther Leong,Esther Low, Esther Tan Mei Inn, Eugene Lee, Eugene Ng, Eujin Goh, Evelyn Lee, Evelyn Low, Evelyn Tan, F.F. Tong, Fadzila Mansor, Faizah Marzuki, Fang Li Lin,Farizal b. 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Low, K H Yeon, K Munusamy K Selvam, K Sree Pathmanathan, K T Leong, K Yip, Kajiwara, Kala V Devan, Kalavalli Sethu, Kalpana Mahalingam, Kamal Harun, Kamil Othman, Kapil Sethi, Karan Henrik Ponnudurai, Karen Cheng-Yoong, Karen Chew, Karen Hew, Karen Lim, Karen Low, KarimahTan Abdullah, Karina Gan, Karthi Palanisamy, Kasturi Buy Katheja Begum, Katherine Chew, Kathrina Leh, Kathy Lam, Kazuharu Yoshioka, Kazuo Suyama, Kelly Chin, Kelly Chua, Kelly Kua, Kelly Lim Lay Ling, Kelvin Hong, Kelvin Long, Kelvin P.M.Hong, Kelvin Tan, Kelvin Yong, Ken Cheah, Kenji Tekagi, Kenneth Law, Kenneth Teo, KennethTeo, Kenneth Wong, Kenneth Yee, Kenny Ho, Kenny Phang, Kenny Tay, Kenny Wong, Kevin Chang, Kevin Christopher Louis, Kevin M Swampillai, Kevin Tromp, Khairudin Rahim, KhawCheng Imm, Khet KokYin, Kho Han Mien, Khoo Chock Seang, Khoo Kar Huat, Khoo Kar Khoon, Khoo Kay Lai, Khoo PengTein, KhooThian Choe, Khor Hock Seng, Kim Chua,Kim Raicevich, Kim Young-Gwon, Kingston Low, Kiyoshi Yasumoto, KL Lim, Kobu Suppayah, Koh Beng Huat, Koh Chin Huat, Koh Chin Lock Koh Seng Tee, Koh Yee Ling, Kok Nam Soon, Kong Kee Leong, Kong Mun Keen, Kong Tiong Kah, Kristine Low, Kristine Ong, Kuan Mun Jen, Kuek Bak Heng, Kumar Menon, Kung Beng Hong, Kung Eng Gin, Kung Ven Tze,Kurt Crocker, Kwek Leng Seng, Kylie Chan, L C Lee, L Y Poon, Lai Mei Yoong, Lai Si Meng, Lai Yit Loong, Lam Chit Hsun, Lam Pin Woon, Lam Yue Choong, Lanny Chong Y L, Laraine Yew, Larry Gan, Lars Miler Henriksen, Lars Wallentin, Lau FoongYue, Lau Phaih Yean, Laurence Lim, Lavinia Thurairatnam, Law Lee See, Lawrence Chin, Lawrence Ding, Lawrence Lim, Lawrence Ooi, Laxmi Mohan, Lea Banwell, Lee Buck Siang, Lee Chee Keong, Lee Choo Ling,Lee Chor Seng, Lee Kam Chuan, Lee Kay Loon, Lee Kia Cheng, Lee Mee Liy, Lee Pei San,Lee San San, Lee Siew Lee, LeeSiew Poh, Lee Sing Nam, Lee Sue Ling, Lee Swee Chin, Lee Yann Huey, Lee Yem Yeng Lee Yew Meng, Leena Abdul Rashid, LennyLim, Leong Choy Foong, Leong Chung Peng, Leong Kah Fai, Leong Khai Fatt, Leong Kok Fong, Leong Lai Fong, Leong Ming Chee, Leong Ming Chong, LeongSwee Kheun, Leslie Ch'ngThen Tat, Leslie Jeyam, Lester Lam Meng Chee, Li-Lian Foo, Liang Kok Siang, LiangMay Lin, Liew PuiYee, Liew Sip Chon, Liew Soo Ken,Liew Swee Lin, Lilac B L Ong, Lillian Lee, Lyndon Yap, Lily Lee, Lim Bing Tik, Lim Chin,Lim Chin Kok, Lim Eng Keat, Lim Eng Seong, Lim Eng Weng, Lim Guan Chin, Lim Hooi Beng, Lim How Soon, Lim Kay Chye, Lim KeanJoo, Lim Kha Tuan, Lim Kheng Guan, Lim Kian Leong, Lim Kim Heng, Lim Kok Boon, Lim Kok Hin, Lim Meng Yew, Lim PeckLian, Lim Phaik Sim, Lim Say Chong, Lim Seang Khoon, Lim Seng Gee, Lim SiangJin, Lim Siew Ping, Lim Soo Inn, Lim Szer Boon, LimTeong Seng, Lim TeowWan, Lim Yit Foong, Lin Jo-Yi, Linda Ang Fong Lin, Lip Saw Choon, Liza Karim, Loh Kong Hon, Lok Chik Wah, Loke Kar Yew, Loke Sim Fatt, Long Chee Yaen,Long Yun Siang, Longinus Soo, Loo Chooi Poon, Loo Jhing Loon, Looi Kien Leong, Look Yee Fee, Loong Tuck Weng, Lorraine Annette Capel, Louis Foo, Louise Yeong, Lovell Ho, Low Chee Kong, Low Chooi Hoon,Low Han Kee, Low Kang Moon, Low Kok Wah, Luah Hung Wan, Lucy Low, Lydia Goh, Lydia Tan, Lydia Wang, Lynda Lee,M C Lai, M C Tan, M Chandran Ravi, M Hattori, M Kanashan, M N Wong,MA Vijey, Magdalene Fernandez,Maggie Chong-Cheah, Maggie Chua,Maggie Lee , Mah Peng Kong, Mah Bing Zeat, Mahmud Hishamuddin Abdul Rashid, Mahsuri Sharkawi, MakThai Peng, Mala Pathmarajah, Malkeet Singh,Mam Yudi Mohamed Wari, Mandy Chow, MandyTang, Manfred Lewandrowski, Mano Stickney, Marc Gouguenheim, Marco Pinesi, Margaret Au-Yong, Margaret Ban, Margaret Chui, Margaret Lim, Marilyn Mei-Li Teoh,Mark Dell, Mark Hermon, Mark Stradling, Mark Toh, Marsela Ibrahim, Martin Giles Manen, Martin L.M. 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Kanesan, V S Ganesan,V S Lingam, Vaasu Gavarasana, Valerie Siew Van Toh Peng, Veemala Saminathan, Vergis Mathews, Veronica Ho, Vichai Chuensuksawadi, VickyTam, Victor Cheong, Victor Goh, Victor Ng, Vincent Chan, Vincent Ong, VincentWong, Vittavat Tantivess, Vivian Lo, Vivian Yap, Vong Yuit Meng, Voon Seng Chuan, Voong King Yee, Walter Yu, Wan Ahmad, Wan Chee Wing,Wan Hajjah Ailin Tun Dato Isahak, Wan Muhammad Fusil, Wan Razif Wan Musa, Wan Shamsiah Wan Ismail, Wan Wah Yeow, Wang Shya,Wataru Ikebe, Wendy Kydd, Wendy Ooi, Wendy Tam, Wendy Yap, Wesley Chuah, William Gnaniah, William Harald-Wong, William Houng-Lee, William Khoo, William Mei, William T L Tye, Willie Lim, Winnie Khor, Wong Fatt Weng, Wong Kim Soon, Wong Kok Kit, Wong Lai Ngor, Wong Lam Yee, Wong Lei Lei, Wong Mae Suen, Wong Mae Suen, Wong Siew Wai, Wong Wai Man, Wong Yee Thong,Woo Kam Fook, Xavier Rajoo, Y C Chew, Y.C.Lim, Y Mizuno, Y T Lim, Yang Hong Po, Yang Mee Eng, Yang Mei Ling, Yap Bee Lee, Yap Boon Wah, Yap Chee Weng, Yap Kim Shin, Yap Swee Leng, Yasmin Ahmad, Yasmin Aladad Khan, Yasmin Mahmood, Yasuichiro Kato, Yau Li Har, Yazid Jamian, Yeang Kok Heng, Yeap Kam Hong, Yee Poh Tiang, Yee Yon Fah, Yeo Lee Ping, Yeoh Jin Hai, Yeoh Kim Lui, Yeoh Ng Khong, Yeoh Phaik Sim, Yeong Yin Cheng, Yeow Wei Wen, Ying Soo Wai,Yong Choy Peng, Yong Dai Ying, Yong Pang Chaun, Yong Yew Chong, Yoong Pak Shing, YPToh, Yue Peng Fun, Yuko Mitomi, Yvonne Chia, Zainal Abidin Majid, Zainal Hisham Yusuf, Zainuddin Bahaudin, Zalina Mat Nasir, Zalizam Zakaria, Zalman Aefendy, Zarina Anwar,Zarirjal Cama,Zarita Noordin, Zeen Chang, Zubir A Rashid, Zulhisham Ayob, ZulkhafleJalil, Zulkiflee Rosli, Zulkifh Mat Jusoh, Zulkifli Mohamad, Zuraida Zainal Abidin, Zuraidaa Borhan,Zuraidah Semeri.

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The curtain rises on

Opera in Malaysia Jaime Del Mundo

Vladimir Kamirski

AFTER years of opera-inclined KL glitterati jetting off to Bangkok, Singapore or Bejing to get a dose of Puccini and Lehar, the Malaysian masses will soon have the opportunity to experience the Fat Lady through the forma tion of Lyric Opera Malaysia - the country's first professional opera company. The company will take to the Istana Budaya stage for the first time on 4 July 2003 with Tosca by Puccini. The production will

Leow Siak Fah

feature both Malaysian and foreign perform ers and is estimated to cost upwards of a half a million Ringgit to bring to fruition. The driving force behind LOM is largerthan-life Leow Siak Fah, a well known Malaysian opera singer and businessman. Leow will also play one of the lead roles in this maiden production. Other cast members include Lily Zhang, Ralph Schatzki, Nomer Son, Zhang Feng, Nancy Yuen and Agim

Hushi. Maestro Vladimir Kamirski will con duct Malaysia's National Symphony Orches tra. He is currently the chief guest conductor of the Queensland Symphony Orchestra. National Symphony Orchestra music direc tor. Conductor Mustafa Fuzer is slated to assist the maestro. Ultimately, if all goes according to plan, LOM will develop in to a fully sustainab Opera company with a full performance schedule and extensive educational outreach programmes in communities and schools. Currently, the Lyric Opera Malaysia board is made up of Leow, Chooi Mun Sou and Jan Yip Jian Lee. The artistic committee is made up of maestro Kamirski, Malaysian opera tenor Chin Yong, Singapore Lyric Opera artis tic director and opera singer Dr Wong Su Sun, International opera singer Warren Mok, Bangkok opera artistic director Nestor Jardin, and Penang Arts Council chairman and opera producer Pamela Ong.

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Tel: 603-2694 1024, 2696 2124/2126/2150 Fax:603-2694 102l/l022/1023 Website: http://prwire.bernama.com E-mail: prwire@bernama.com 5th Floor, Wisma Bernama, 28, Jalan I/65A, Off Jalan Tun Razak, P.O. Box 10024, 50700 Kuala Lumpur.

NEWSBRIEFS I WORLD • Y&R CEO STEPS DOWN Michael Dolan, worldwide CEO and chairman of Young & Rubicam since 2000, is stepping down and is being replaced by former Kraft executive Ann Fudge.Dolan has been at WPP Group's Y&R since 1996,when he joined as vice chairman and chief financial officer.Fudge is a former president of a Kraft division that handled beverages, desserts and Post cereal. Earlier in her career, she held a top marketing position at General Mills.

Auto Bavaria

• ANHEUSER-BUSCH IS CLIO'S ADVERTISER OF THE YEAR The Clio Awards has designated AnheuserBusch its "Advertiser of the Year" for 2003. The brewing giant was honored during Clio Festival Week in Miami Beach, from 18 to 21 May 2003. The Advertiser of the Year award was created in 1998 and past winners include Volvo, Volkswagen, adidas, Guinness and Nike. The "Advertiser of the Year" is one of only two awards selected by Clio organis ers. The other is the "Lifetime Achievement" award, which was presented this year to Neil French, worldwide creative director of Ogilvy & Mather. BMW 5 Series

• THE GIST ESTABLISHED IN AUSTRALIA A new business strategy advisory company, The Gist (Asia Pacific), has been established in Australia. It will be headed by Gordon Stewart and Greg Marks and will commence operations with the acquisition of two research consultancies, Spectrum Research and Sports Audience Research, and a mar keting consultancy company, Independent Marketing.

Choose from RM2998 per month or 2.88% interest

Auto Bavaria

• BUSINESSWEEK ANNOUNCES PLANS FOR MAGAZINE REDESIGN BusinessWeek, recently announced plans for a redesign slated for September 2003. Edi tors plan to build upon the magazine's for mat to further enrich the reading experience of its five million weekly audience world wide. The magazine received a facelift in 1994, enlarged its logo in 2001, and recently revamped its investor section in November 2002. • BETTS NAMED EDITOR OF TIME 'STYLE & DESIGN' Kate Betts has been named editor of the twice-yearly TIME "Style & Design" issue. Based in New York, Betts, known for putting fashion news and business into a broader cultural perspective, will also write fashion pieces for TIME magazine. The next issue of TIME "Style & Design" will be published in October 2003. • CHINESE WITHDRAW FROM CANNES The China Advertising Association has announced that it will be withdrawing the planned delegation of 90 people from the 2003 International Cannes Advertising Festi val. Shi Xuezhi, the secretary general of the CAA said, "In order to effectively prevent SARS from spreading to other countries, the Chinese Government has stipulated that all official activities to go abroad are paused."

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Road Smarts... BMW Goes 'Elite' AUTO BAVARIA is the first of Big Tree Outdoor's clients to sign up for the "Cam paign Series" - six mini-pole billboards along a three-kilometre stretch of ELITE Expressway. Big Tree recently unveiled these mini-poles on the southbound side between KM 24.50 and KM27.00, and on

the northbound side between KM27.80 and KM25.00. The media specialist has desig nated the stretch an 'avenue experience' - tactical visual excitement and high impact repetition on the target audience that's estimated at 74,000 vehicles a day or two million per year.

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I ASIA • SINGLETON O&M WINS NESTLE MILO IN AUSTRALIA AND NEW ZEALAND

Singleton Ogilvy & Mather beat out McCanns and The Campaign Palace to win the Nestle Milo account in Australia and New Zealand. Nestle aims to grow the acceptance of Milo amongst 8 to 13-year-olds. SO&M's work will include main stream advertising and multicultural marketing, CRM, web design and interactive activity, and promotions and sports marketing.

Behold! The new iPod has arrived. The new super-slim iPod redefines what a digital music player should be. It's lighter than 2 CDs, can hold up to 7500 songs, and downloads music at blazing speeds. Now you can take your entire music collection with you wherever you go.

• OGILVYONE JAPAN WINS MAJOR ASSIGNMENTS

OgilvyOne Japan has won six major assign ments in the past four months from companies including AIU, Michelin, and JTB, one of Japan's largest travel agencies. OgilvyOne beat local players Hakuhodo and Asatsu DK, plus global players including TBWA and Grey. The AIU win means that OgilvyOne will now works across three of AIG's major business units. OgilvyOne also recently launched OneReach across Asia Pacific. The agency says OneReach is a way to deliver messages deep into rural areas through rural and second/third tier city marketing.Ogilvy estimates the market value of the rural popula tion in China alone - some 900 million - is over US$180,000 million. • NEWSWEEK EXPANDS REGIONAL SALES TEAM

Newsweek has appointed Karin Koh as assistant advertising manager in the Singapore office with immediate effect. Most recently, Koh worked for Canon where she had sales and marketing responsibilities across Southeast Asia. Before Canon, Koh was at Ogilvy & Mather, servicing regional accounts including IBM, Lotus and Tivoli.

• FCB'S SHERLOCK MOVES TO HK OFFICE

In early May, Foote,Cone & Belding's regional cre ative director, Rob Sherlock, relocated from FCB's office in Singapore to Hong Kong. Sherlock will also assume responsibility for creative leadership of the Hong Kong agency, following the depar ture of incumbent, Ronnie Wong. Robert Gaxiola, who was promoted to creative director last year, will assume full creative leadership in Singapore. • ESPN STAR APPOINTS GOH AND LOH

ESPN STAR Sports has announced the appoint ment of Goh Theng Kie and Loh Sin Gee as finance director and financial controller respec tively. Goh comes from a diversified financial management background having worked with Sime Darby, oil and gas industry pipe coating company Bredero Price, and retailer The Hour Glass. Loh Sin Gee was previously the con troller/director at MTV Asia, as well as an audit director with Viacom.

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ITS sleek, its easy and it's a beauty to die for. Apple's latest iPod is smaller than ever [just 0.62 inches thick), and slips easily into your pocket - and your life. At 5.6 ounces, it weighs less than 2 compact discs, and even many cell phones. And yet the iPod gives you a huge 10GB, 15GB or 30GB hard drive. Do the math: that's space enough to store three weeks of music - played continuously, 24/7 - or one new song a day for the next 20 years. Well, you would be crazy to try that, but the sheer possibility of this happening will give any music lover the goose pimples. Ahead-of-the-curve design Apple turns the portable digital music player market on its ear with hassle-free functional ity and stunning, well-considered design that place iPod far ahead of the curve and the competition. Building on the success of the touch wheel (which made scrolling through an entire music collection quick and easy), the new iPod has been re-engineered with a all-touch interface for enhanced durability and sensitivity. With an LCD screen and but tons that feature a backlight for clear visibil ity in low-light conditions, iPod is designed for easy one-handed operation. So the best way to take an entire music collection any where is now even better. Downloads done right The perfect companion to iPod, the iHmes Music Store is a groundbreaking new way to preview, buy and download music. Within a minute of finding a song you like, you can own it. Make unlimited playlists, burn indi vidual songs to CD as many times as you like, and take all your music with you. And here's the best part...you get to rate the music as you go. This will permit you to maintain and track your favourite playlist. The iPod Dock The 15GB and 30GB iPod models come with a dock that makes charging and syncing easi er than ever - no more reaching around, look

ing for the right port. An elegant, convenient home base for iPod on a desk or connected to a home stereo system, the dock provides sync ing via FireWire or USB 2.0*, charging via FireWire and audio line out for connecting to powered speakers or a stereo system. High fidelity Designed to give you the best portable digital music experience ever, the iPod delivers the highest sound quality from input to output. iPod supports the most popular audio formats including MP3 (up to 320 kbps), MP3 Variable Bit Rate (VBR) and WAV - giving you access to a wide range of audio file types. And iPod is the only portable digital music player that supports the AAC format (Mac-only), which features CD-quality audio in smaller file sizes than MP3, so that even more songs fit on your iPod. More ways to have fun The iPod now lets you do a whole lot more in addition to maintaining your contacts, calendar and to-do lists. iPod now Solitaire, Brick and Parachute, three great games you can play any where. You can even use your own music as the soundtrack to a game. iPod also includes a notes reader that lets you download text-based information and read it on the screen. This way you can have the information you need on everything from restaurant reviews to nightlife gu cles to exer - at your fir The perfe companio The iPodf sleep tim< can fall asl< music. An iPod's new you can ch either an al tone or y favorite mu wake you u

Trust. Loyalty. Customer relationship Those were the good old days.

Remember the sundry shop Ah Pek? He knew who you were the minute you walked in. In fact, he had a book on you. He knew your family, how many eggs your family consumed in a week and the best time to make deliveries to your home. You could just walk in and get what you needed and he would enter it into his 'database'.

Over the years, trust and loyalty were built and became the firm foundation for a lifetime relationship, often into the next generation. Today, with hypermarkets and super highways, customers have become a sea of anonymous faces, and are surprised if they are remembered and treated as special.

As a leading CRM agency, we at Rapp Collins aim to help our clients acquire and build profitable, long-term relationships with their customers. Our database management and proprietary knowledge may be more sophisticated, but our purpose remains the same. To create a warm one-to-one relationship with the customer.

Please call Rosie on 03-7806 5799 for a chat - and your personal 555 booklet.

Rapp Collins Rapp Collins (M) Sdn Bhd (500092-P) D601-D605, 6th Floor, Block D, Kelana Square, 17 Jalan SS7/26, Kelana Jaya, 47301 Petaling Jaya. Selangor.

I MALAYSIA • STRONG LATE NIGHTS FOR TV2

From 10pm onwards,TV2 has taken over as the most watched channel across all stations, including Astro, according to research data. In the all 6+ category, TV2 leads with 30% of the share, beating TV3 at 28% and satellite at 18%. In the adult 15+category,TV2 leads at 29%,fol lowed by TV3 at 26% and satellite at 20%. In the Malay 15+ category, TV2 leads at 29%, fol lowed by TV3 and satellite at 26% and 20% respectively. • CARAT PICKS UP BOH TEA

Boh Tea has re-appointed Carat Malaysia in a move that consolidates the brand in the com pany. The decision comes after a pitch against OMD who partnered the newly-appointed cre ative agency - Naga DDB.The appointment is to manage both the media planning and buying. In 2003,Carat Malaysia has also picked up Great Eastern Life and Carlsberg Green label.

• PREMIER LEAGUE ASIA CUP PLANS UNCHANGED

In response to the SARS outbreak, the FA Pre mier League recently underscored its intention to hold the inaugural Asia Cup in Kuala Lumpur as scheduled from 24 to 27 July 2003. FA Pre mier League chairman Dave Richards said offi cials from Birmingham City, Chelsea and New castle United,the English football clubs involved in the competition, were all in agreement that the Asia Cup should proceed as planned.

ABC Workshop Set for Sabah THE 11th Annual ABC Media Workshop, "Communicating Beyond Media", has been confirmed and will take place from 17 to 20 July at Pacific Sutera in Kota Kinabalu, Sabah. A panel of local and international experts will address the challenging marketing, com munication and media landscapes facing the industry. With the convergence of traditional media, the advent of new ones and the com ing on-stream of 3G technology, the stage is set for media fusion on a dramatic scale. This new media landscape is fraught with dangers, yet presents new opportunities and challenges for marketers and communication practitioners. Some of the sessions that will be conducted are: 'Reinventing a Traditional Medium',

'Advertising in Challenging Times', 'Advertis ing to the E-Generation', and 'Measuring the Effectiveness of the Advertising Ringgit'. Originally the workshop was slated to be held in Vietnam, but Kota Kinabalu was eventually decided upon after the recent SARS outbreak around Southeast Asia. The decision to hold the bi-annual event in Sutera Harbour has received wide support from Sabah-based media owners, the Sabah Tourism Board and participant speakers. Package costs begin at RM1,790 for Penin sular Malaysian delegates and RM790 for East Malaysian delegates. Contact J Matthews of the ABC at matthews@macomm.com.my for more information.

Guitar Maestro

Terry Thaddeus Passes

• SIN CHEW RELEASES SARAWAK READERSHIP DATA

Sin Chew Daily is now the most popular Chinese newspaper in Sarawak, and has the highest readership in three of four Sarawakian towns surveyed - Kuching.Sibu and Bintulu.ln Miri,the Miri Daily News remains more popular. Accord ing to the readership survey by Nielsen Media Research, Sin Chew Daily has a total readership of 135,000 across Sarawak - more than double that of its nearest competitor, International Times, which has a total readership of 61,000. In the all-important Kuching market, Sin Chew holds only a narrow lead over International Times - 61,200 and 59,400. • PEOPLE'N RICH-H WINS JOHNA MASTER BUSINESS

People 'n Rich-H was been awarded the adver tising and promotional business for three major brands produced by John Master Insustries KIKO children wear, BABY KIKO raneg of prod ucts and Schwarzenbach sports and casual wear. KIKO products have been in the market since 1984."We were looking for a creative part ner to help us drive sales and strengthen our brand values and they [People 'n Rich-H] fit the bill," said Jody Ho, corporate communication manager of John Master Insustries.

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Terry Thaddeus, his son Mark, and Carlos Santana in this picture taken some time during the 1990s.

LEGENDARY Malaysian guitar player, rock star, and Clio award winner Terry Thaddeus passed away last month at the age of 55. He is survived by his wife Frances, daughter Melanie and son Mark. Thaddeus died of cancer. In 1973 Thaddeus was featured on the front page of Marshall World as "East's Top

Guitar" and referred to as "Jimi Hendrix of the East". Terry has played with a number of bands in Kuala Lumpur, Bangkok, Hong Kong, and Japan, perhaps most notably with the Strollers. Terry also worked extensively in the adver tising industry, writing and recording jingles and soundtracks. In the 80s, he won a Clio award for his work with F&N's Zappel.

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Nanyang Siang Pau KL Monorail NEW STRAITS TIMES

UNCLE HO WANTS YOU! Uncle Ho Holdings, Malaysia's largest manufacturer, distribu tor and retailer of quality pirated and bootleg VCDs, DVDs, Audio CDs, CD-ROMS seeks suitable candidates for our rapidly expanding organisation.

As part of the Uncle Ho Network, you'll be provided with access to VIEWS(tm)(VCD Inspectors Early Warning System). By placing well trained informers in every enforcement agencies, we're able to eliminate the 'surprise element'.

From our humble beginnings in Petaling Street in 1998, we are currently operating more than 68,000 outlets in the Klang Valley & Johor Baru. We have managed to secure at least 4 stalls outside every convenience shop,8 stalls outside every coffee shop and 50 stalls at every pasar malam. We're expanding into every housing and commercial areas, mak ing us the biggest outdoor retailing company in the world with over 16 million discs sold daily.

While we take every precaution to warn you of impending raids, we highly recommend the purchase of an unlicensed walkie talkie. You'll be able to network with other franchisees through the wireless system and receive additional news and warnings. As the largest purchaser of Motorola GP300 Walkie Talkies, we're also able to supply you units at very attractive prices.

Our Mission Statement Our high-tech multi million ringgit manufacturing facilities are now operated on ships anchored in international waters to circumvent local copyright laws. We are gearing for an IPO(lnitial Public Offering) and are in the process of applying for MSC status as Malaysia's largest multimedia company.

Be a Franchisee

^ To provide Malaysian youths with employment and a stable source of income. ^ To help promote Malaysia as the top regional technology and multimedia hub in the true spirit of 'Malaysia Boleh'.

We offer exciting and profitable franchising opportunities for retrenched workers, unemployed individuals and ex-convicts.

$ To make available in Malaysia the latest blockbuster 30 days before its international release.

Set-up cost is a low RM500, including an inventory of 150 titles, portable iron stands, plywood and red table cloth. As the fran chisor, we'll provide you with protection against local gang sters, unsatisfied customers,enforcement officers and post bail if required. All confiscated items are our responsibility and will be returned to you within 2 working days.

To fight American hegemony by reducing the profits of Hollywood studios and Bill Gates. To place a stall every 25 feet on every five foot ways throughout Malaysia. To reduce the rate of defective discs to 25%.

You will be rotated with other resellers from nearby areas to reduce the rate of return or exchange for defective copies. For an additional investment of RM1200, a battered 25-yearold car will be provided as a mobile store.

To send every VHS player into early retirement and to achieve total extinction of the format by 2004. Join Us Full Time (Vacancies Available KL/PJ/Cyberjaya)

Reseller (26,000 positions, Nationwide)

Camera Operator (15 positions, Klang Valley)

• Job Description: Operate mobile five foot way stalls. • Requirements: Preferably Chinese males aged 16-22 with blond hair. Possession of own waist pouch to store X-Rated titles will be an added advantage. • Benefits: Flexi-hours and additional one 'day off each year during major annual operasi.

• Job Description: Capture movies being screened in cinemas without being noticed. • Requirements: Ability to operate camcorder. Good knowledge of seating positions in major cineplexes so as to capture entire screen without tilt or distortion. Ability to hold your cough for 90 minutes and munch popcorn silently is an added advantage. • Benefits: Free popcorn and movie passes every month.

Graphic Artist (3 positions, Cyberjaya) • Job Description: Design covers/inlays for movie titles. Copy latest movie listings from IMDB's website. • Requirements:^ery rudimentary knowledge of Photoshop. Ability to design blockbuster-looking or porno-looking covers for mediocre movies will be an added advantage. • Benefits: Free 10 copies of (pirated) software programs every month.

Purchasing Officer (I position,Cyberjaya) • Job Description: To buy back consficated items at a reasonable price. • Requirements: Preferably Malays.Good negotiation skills. Ex-employees of city and town councils are encouraged to apply. • Benefits: Easy settling of parking summons and other fines.

Text courtesy ofTV Smith's DuaSen. Thepolitically incorrect irregular columnist with the NewStraight Times combineshis idiosyncratic observations andtangential commentary into a blog which can be accessed at http://www.mycen.com.my/duasen/

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Airtime Management & Programming Sdn Bhd All Asia Broadcast Centre,Technology Park Malaysia, Lebuhraya Puchong - Sg. Besi, Bukit Jalil, 57000 Kuala Lumpur Malaysia. Tel: 603 - 9543 8888 Fax: 603 - 9543 3888