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

MALAYSIA'S #1 ADVERTISING AND MAR'

WHAT IS MC2?

WEAPON OF MASS DECEPTION CONSENSUS AT THE CONGRESS

MINDSHARE LAUNCHES 3D SARS SLAM AD ECONOMY

GERALDINE

VERONICA BEH

GENERAL MANAGER

FOOTE, CONE & BELDING

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May/June2003

Editor's Note

REGIONAL PUBLISHER Harmandar Singh aka Ham ham@pop.jaring.my

IS the media believable any more? This is the plague that is haunting con sumers' minds of late. Do you believe CNN when they talk about the Iraq war? Or is BBC more palatable and even handed? Aren't they one and the same? Can you spot the difference? Or is your mind playing games? Is A1 Jazeera equally bad? Do we as human beings fail to make make our own judgements on issues of humani ty, that we have to be parasites to satel lite tv? Is this the politics of media? We now live in an 'unbelievable' world. The US invades and invokes. Media is used as a propoganda tool to be toyed around by the powers to be. Imagine this, if you are a reporter travelling with the US Marines, where will be your sense of objectivity when it came to reporting the news? Isn't your life in the hands of the soldiers around you? What has all this got to do with the media's credibility, you ask? Everything, I say Everyday we are bombarded by the stealth jets of the media and we have been subject to their onslaught for so long, we are immune to what is being implated in our brains.

EDITOR

Nathan Conrad nathan_conrad@ham .com. my WRITER

Lena Nightingale lynn@ham.com.my ART DIRECTION/DESIGN

TM Ali Basir ali@ham.com.my Fauzi Hamid fauzi@ham.com.my ACCOUNT EXECUTIVE

Ramesh Singh ramesh@ham.com.my CONTRIBUTORS

Leonard Tse Esther Eng Morris Dickers OFFICIAL PHOTOGRAPHER

Manipulation is no longer a crime; it is an every day thing. Principles we hold dearly are being eroded by the world that is changing before our eyes. Can you equate the oneness of God to the wetness of water. It's not the same thing. This isn't trivia. Viewers are consumers and so they matter to us, advertising people. If the media cannot be believed, imag ine the television commercials we run on the same platform? Perish the thought!

Jen Siow/Jen Studio PRINTER

Cetakrapi Sdn Bhd

HIGHLIGHTS COLOUR SEPARATOR

DigiScan Services Sdn Bhd

Paul Loosley: The price of free speech

DISTRIBUTION

Michael Newman: The most powerful word in advertising

Five E-Comm Sdn Bhd

Dean Johns: Weapons of mass deception

INTERACTIVE

ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7726 2598

Josh Sklar: How to be an original thinker

PUBLIC RELATIONS

E-mail: nathanjonrad@ham.com.my

Millicent Danker: Transparency and good governance

Member of

DIRECT MARKETING #

Kurt Crocker: The Hazards of Ignoring Your Inner Voice

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 SARS slam ad economy

Chillout with TV3

Consensus at the congress?

Football on the pitch

MindShare Malaysia launces 3D

EXCLUSIVE INTERVIEW Cover story: FCB's Geraldine Beh

a001MARKET1NGC0MMUNICATI0NS 03

CoverStory

BY MC ABDULLAH THE Malaysian office of Foote, Cone & Belding has survived two years with Geraldine Beh at the helm. Maybe that's a bit of an under statement. It has actually thrived, to be exact. When she took over as general manager of FCB in April 2001, she managed an effective transition with little staff movement and no major client loss. Geraldine's appointment coincided with the setting-up of sister agency Interface, which took six of FCB's clients. Even that didn't faze her and the FCB regu lars. She immediately centred the agency around a core management team, that she believed could and would take the agency for ward. "2002 was one of the best years in FCB Malaysia's history," Geraldine exclaims. There were ten new business wins in 2002, and we're entering our seventh year with Telekom Malaysia - the longest relationship it has ever had with a single agency." Despite her 12-year recorded history of bringing in business, first at Bates and then at FCB, it is perhaps her interest in creativity that has really bonded her to the business. "I'm always hanging about the creative department," she says. "It may seem odd, given most agency heads are everywhere except on the 'factory floor,' however creativ ity is what drew me to the business in the first place." Her experience at Bates was the founda tion of her career. She worked intimately on such accounts as Telekom Malaysia, Eveready, DHL and Nokia. She did jump the ad ship once in the mid-90s - she spent a year brand managing Gucci and Lanvin at F J Benjamin. But the lure of the neon industry proved to be too great, and she rejoined Bates not long after she left. Prior to her appointment as GM, she spent four years absorbing the FCB culture in a ris ing succession of client service positions. She was initially hired to work on the Telekom Malaysia corporate business, but in a kind twist of fate that has marked her entire career, she managed to not only extend the corporate contract, she went out and won more business from other Telekom divisions. ADOI recently sat down with Geraldine to find out more about her agency, her secrets, and what she really thinks of her executive cre ative director SP Lee... What's happening at FCB Malaysia? Where are you headed as an agency... FCB Malaysia has come a long way since taking over majority stake in 1996.1 have per sonally witnessed several landmark events that have undoubtedly helped shaped the FCB today. The dust has settled on the IPG consoli dation and we're poised for growth. We had an incredible 2002 despite the loss of Standard Chartered, Castrol, Clairol and

04 aDOIMARKETlNGCOMMUNICATIONS

Compaq through regional alignments. We had a 90% success rate in new business and I hope to keep that momentum going throughout this year. I can already hear everyone at FCB groaning as they read this! But hey as it stands now, it looks like challenging times ahead and we cannot get too comfortable at this stage. The senior members of this agency are all very concerted in ensuring that FCB is visible up there as the "destination agency". And together I believe we can bring FCB Malaysia to the next level. Tell us about new business... We have added one new account to our portfolio this year - Kumon Asia. We are also awaiting the outcome of several other pitches we have participated in this year so hopefully we'll hear some good news soon. We place a lot of importance on organic growth as well. We have a huge commitment to our existing clients and growing their busi ness is our priority. What would you consider to be your most successful campaigns over the past year? The New Zealand milks spots for Essential - "Scoop" and "Bottle" - enhanced the brand image. I also believe the advertising was very refreshing especially within the milk category. The charming BlueHyppo e-card Raya spot 2002, which featured TM Net's ambassador Siti Nurhaliza, was extremely successful. The e-greeting site generated 2.4 million hits during the two-week campaign period. However, it's not only the awards and sales that I'm happy about. Many of the campaigns conceived here are now being adapted in our offices around the region and that really makes one proud! What is FCB's own unique selling proposi tion? I think we'd pride ourselves on how young we are, not how old; both as a network as well as individuals. Look around the agency - it's made up of very young, hungry zealous and of course some zany people. Coupled with the strong disciplines and proprietary tools that FCB has to offer, we have a winning formula. That makes us different. We're not bogged down by traditions and systems. As our FCB Worldwide CEO would say, "We're not shitheads!" We're easy to work with from a client's perspective and we pride ourselves on being easy to work for. We have a nice culture going on in here "Work hard. Play hard". It's always important that the people feel like this is their second home. After all they spend most of the day at the office and it's always nice to be around friends. We've continued to give them a reason to wake up everyday.

Foote, Cone & Belding's global strategy is often referred to internally as Model of One-x each brand

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and one bottom line. May we respectfully suggest that the architects of this blueprint left one out - one very exceptional Malaysian general manager...

"We have a nice culture going on in here - "Work hard. Play hard". It's always important that the people feel like this is their second home" - Geraldine Beh

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To see how we can help, call 1800-88-8080 or visit rhbbank.com.

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Feed your baby some Mozart. It's free with a can of Anmum

Water in Cantonese streetspeak talks about the benefits of adver tising in Yellow Pages.

Hon of him causes SP to suddenly leap to his feet and offer his own description of her...

SOME OFTHT HEMLINES ON SHOW AT SUR1A KI,CC FOOD k FASHION WEEK.

The hemlines rise and fall at Suria KLCC's Fashion Parade

Where's the advertising industry head ed? Can it weather the tobacco-advertising ban? Naysayers would have it that full service agencies would be obsolete in the near future. I believe this is one of the most resilient indus tries. One that has been able to evolve and reinvent itself over the years. There were pre dictions a few years back that web-based advertising would steal away some of the more conventional media like TV. But look at where we are today. The way we communicate may change BUT advertising will still remain a potent tool for marketers. As for the tobacco ban, it can only propel the industry to be more creative and look at other non-traditional media. This goes back to what I said about being a resilient industry. We can always rise and overcome new challenges. In executive creative director SP Lee, you have one of the most respected and accom plished creatives in the country. Please tell 06|aOC MARKEHNGCOMMUNICATIONS

us about his contribution to the success of FCB and the relationship that you have with one another... SP has been instrumental in building FCB's creative reputation over the past few years. He has assembled a strong creative department with the likes of creative director Yap Pow Hoong and head of art Ken Goh. SP and I have a great partnership going and everyone knows that the relationship between agency head and creative head contributes tremendously to the success of an agency. Sure we have our little disagreements now and then but overall our individual temperament com plement each other - he is calm and collect ed... in fact, he resembles Pooh Bear...You know? Pooh Bear seems 'blur' but his words of wisdom can take you by surprise. I can be impulsive and emotional at times and SP is able to bring some kind of calm within the storm inside me. Ed's note: SP Lee has been quietly sitting nearby, listening to Gerrie speak. Her generous descrip-

Gerrie is like a twister, very dramatic and noisy, and you have no idea where it's headed. The adage that you got to understand how a woman feels, and how a man thinks, is very true of Gerrie. She always says "I feel this and I feel that." Being a guy, I have no idea what she's saying but as long as she's feeling this and feeling that, it's fine. Her heart's in the business, and advertising is often a business of the heart. She's a great fan of instinct, and instinct matters in what we do. And she calls a spade a spade. Sometimes almost cut and dry. She feels strongly about things and people and the work, and there's good and bad in that. She's extreme. She either likes or dislikes something or someone with some intensity. There is seldom middle ground. I once read that passion can get you places, but obsession can get you killed. But I guess it's better to be killed by obsession than by, say, a truck. Ed's note: Just as quickly as he began his speech, he retreats back to his comfortable chair and resumes listening to Gerrie...

Who else is shining at FCB? In truth, EVERY single individual has con tributed to what FCB is today. We have a quarterly staff award where the employees vote for "Employee of the Quarter" - the win ners have ranged from the tea lady, junior art directors and account directors to the finance manager. I think this says it all. We all acknowl edge each other's contributions and support for one another. What would you consider to be your great est personal accomplishments? Juggling between a career and being a sin gle parent. Cheyenne, my seven-year-old daughter, is definitely one of my MOST de manding clients! I've just taken up golf, and I hope to be a single handicapper in the next few years! So what if my six-iron only goes 80 metres right now! ©

MANPREET SINGH ADC VHII Pflfin

ARE YUU BUINI

JOB OR ARE YOU JUST

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DUYINU llmt.

The answer to the question, of course, is that you're good. Very good. Which is why you're a key player in the media industry. But did you know that ESPN and STAR Sports offer more than just airtime? We can provide your clients with an integrated marketing solution encompassing everything from branding on-line to sponsorship of sports mmmmmmmm events. We'll call soon to tell you more, or alternatively call Charles Less on 65-6488 6162. Sporting Asia's highest viewership figures espnstar.com

LETTER

TO THE

HAVEN'T BEEN THERE

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HAVEN'T DONE THAT

Oufcptftix WxttaSaUwi

Great minds think a like?

IN your April/May issue of ADOI, I noticed on page 28 an article about TBWA included news of an award for a poster. It sounded familiar... "Haven't been there"... "Haven't done that... Oops... it is indeed familiar. Back in 1999, an ad for Cunard Seabourn done by Tinsley Advertising in Maimi car ried the same direction... right to the dot, even with out the question mark on the headings. The said ad can be seen in USAdReview Issue 32. It is too close

for comfort...same industry? Just oceans apart. An award for the campaign by TBWA? Hopefully it is not just for that poster. So, fellow creatives... be truly Asia, not just in spirit, but in creativity too! Haven't done it yet?

AGENCY

MAJOR WINS

ESTIMATED BILLINGS (RM'000) YTD 2003

1 NA NA

Naga DDB M&C Saatchi Grey Global Group

4 5 6 7 8 9 10 11

2 3 4 5 6 NA 8

JWT DDB International Leo Burnett Bates EuroRSCG TBWA Chuo Senko Batey

KL Tourism, BOH Tea Celcom Eli Lilly DM, Sheraton Langkawi, P&G Rejoice BTL, Alliance Bank project Nestle Ice Cream Unza,Magnolia TMNet (part) Roche, F&N Sarsi TOPS Hypernova / Marketplace Haagen Dazs Great Eastern Life Shangri-la Putrajaya

MAJOR OVERALL BILLINGS LOSSES (RM'000) YTD 2003

THIS MONTH

LAST MONTH

AGENCY

MAJOR WINS

31,000 30,000 9,500

8,000 7,500 10,000 4,400 3,700 3,500 3,000 1,000

8,000 7,500 6,000 4,400 3,700 3,500 3,000 250

Magnolia

Kumon Asia

ESTIMATED BILLINGS (RM'000) YTD 2003

MAJOR OVERALL BILLINGS LOSSES (RM'000) YTD 2003

51,800

MEDIA AGENCIES 1

Carat

2 3

Zenith OMD

4 5 6

4 6 5

Starcom MediaEdge:CIA Mindshare

Carlsberg, Great Eastern Life, Nivea, KFC, Habib Jewellers, Sepang International Circuit Celcom Maico/National, Siemens, Effem Foods, KL Tourism, Sutera Harbour Ayamas, Honda PJCC, Minolta, PYT, Ekowood Standard Chartered, Bvlgari

08 8D0IMARKET1NGC0MMLINICATI0NS

30,000 49,500 15,000 3,800 4,300

KFC, Ayamas project, Standard Chartered

Great Eastern Life

April/May edition of ADOI, we incorrectly stated that Huang Ean Hwa directed the Drypers "Inter-

concept/storyboard development for the spot.

MAINSTREAM AGENCIES 1 2 3

In "Are Consumers Changing Diapers?" in the

pictures, was the director for that TVC. Hwa led the

Malaysia New Business Scoreboard April 2003 LAST MONTH

CORRECTION view'TVC. In fact, Brad Hogarth, then with Passion

Raymond Wong, Executive creative director Asatsu-DK Asia

R3 ASIA PACIFIC RANK

Chris Howden, TBWA executive creative director, res-ponds: The "Been there done that" idea actually came from a copywriter in our Australian office as the campaign was aimed solely at the down-under market. It was chosen by our then CD, who is also Australian, and that probably explains every thing as most Australians are descended from thieves. But joking aside, the phrase is such a common term, that frankly I would be aston ished if it hasn't been done, and been published some where in the world. In fact, I swear I've seen a version on an Ozzie t-shirt which read "Been there, shagged that." It's a nice reversal idea and I'm sure it will be done again and again somewhere in this small world.

30,000 26,500 15,000 3,800 1,300

THREE new entrants into the creative agency table this month, headed by M&C Saatchi with final confirmation of their Celcom win - a great platform from which to start the agency in Malaysia. Also in the technology field, TMNet in a detailed tender review has selected Leo Burnett with final billings still to be agreed at press time. Chuo Senko also makes its first appearance in our tables with its Great Eastern Life win. And Grey Global Group has several below the line wins which we always gross up 6.6 times to a billings figure to make them comparable. Carat continues to dominate the Media table with the wins of Carlsberg - (from Bozell) and Great Eastern Life (from MindShare) this month. Current "reviews in progress" that we hope to cover next month include the RM60m Telekom media review, with eight contenders, as well as two reviews for Microsoft (for media agency and CRM agency) that R3 is currently conducting. Greg Paull Principal, R3 Asia Pacific The New Business ScoreBoard is compiled monthly on behalf of ADOI magazine by R3, a consultancy specializing in agency relationships, remuneration and reviews. All billings figures are annualized and are calculated based on R3's estimates, adjusted from AC Nielsen ADEX figures or derived from agencies directly. Agency losses as well as wins are recorded, if not shown. We attempt to accurately cap ture all new business activity in Malaysia - please email greg@rthree.com if you believe we have missed or incor rectly recorded any information.

International

Committed to providing solutions to your needs and vision

THE PRICE OF

FREE SPEECH In the wake of the war we learn from among the pages of the world's press that talk is not cheap.

... free speech can come even more expensive. AdAge also tell us that in America, CBS TV refused to air a spot for Gateway com puters. The network alleged the ad promotes the illegal down loading of music and films over the Internet. Well of course they don't want this kind of stuff going out to people... BY PAUL LOOSLEY

No 11, Level 2, The Right Angle, Jalan 14/22, 46100 Petaling Jaya, Selangor Darul Ehsan, Malaysia Tel:603 7958 5858 Fax:603 7958 5588 Contact : Richard 019 330 9536 Mustaza 019 398 3950 managed by Utusan Sight & Sound Sdn Bhd (266339-fi) Utusan Audio Sdn Bhd (271162-W)

AdAge reports that the 'newly liberated' Iraqis will be having free speech thrust gen erously upon them as the U.S. State Depart ment is preparing to broadcast to the wartorn country America's nightly network newscasts, with convenient, easy-to-read, Arabic-captions,. "Our job is simply to pro vide fair, balanced and credible news," said Norman J. Pattiz, chairman of radio company Westwood One. He continued; "We are going to be broadcasting complete unedited shows, showing how the U.S. media talks to the U.S." Does he really think that the Iraqis want to be lectured to by Tom Brokaw or Dan Rather or Eric Cartman? Told that apple pie is best and that western values are better, swapping one tyranny for another. Well if Congress is expected to approve the initial $3 million needed to jump-start the project and the American taxpayer is expect ed to cough up for all this lovely free speech, the Iraqis will listen - if they know what's good for them. But then again free speech can come even more expensive. AdAge also tell us that in America, CBS TV refused to air a spot for Gateway computers. The network alleged the ad promotes the illegal down loading of music and films over the Internet. Well of course they don't want this kind of stuff going out to people. Especially as, "oh my gosh", CBS is part of Viacom, and Via com own MTV, Blockbuster video, FM Pub lishing, one of the top 10 U.S. music pub lishers, Paramount Television, Paramount Pictures and masses of movie theatres. And Viacom is a company with SUS25 billion revenue (2002). So Gateway can go shove their computers and their ads (and their constitution) up their bums. And while they were at it CBS proved how morally upstanding they were by pulling a sequel to Miller Lite's bawdy, controversial "Catfight" commercial that was to air during the NCAA's men's basketball championships. (The original featured two sexy women, tear ing off each other's clothes while wrestling in wet concrete, the sequel featured two men

doing similar things.) NCAA President Myles Brand said he deemed Miller's ads a bit too racy. Good taste and common sense and decency won the day. Very good. But wait a minute. Myles then said the NCAA "exer cised our option in the contract with CBS not to permit that." A contract, by the way worth US$6 bil lion. Could it possibly be that CBS' single, altruistic and deeply felt need to protect free speech was in someway outweighed by NCAA's 6 billion excellent and very mean ingful arguments? Naaah! But don't laugh too hard, America rules Asia too. AdAge finally reports that Leo Burnett Worldwide asked 1,000 respondents in China, South Korea, India, Indonesia and the Philippines, about the perceived origin of 20 major brands such as Coca-Cola, Pepsi-Cola, McDonald's and KFC, attitudes toward for eign brands compared to local brands, and intentions to purchase major foreign brands in the current political climate. A full 65% of those surveyed claimed to "buy the brands I like regardless of where they come from." Each U.S. brand, in every country, scored 3 — signifying "same intent to purchase as last year" — or higher when consumers were asked about purchase intent in the coming 12 months. "Brand origin is not the key driver of the purchase decision, because Asian consumers are more interest ed in lifestyle and social values than politics," said John Woodward, Leo Burnett's regional planning director, Hong Kong. Most U.S. brands surveyed were perceived as global as much as American, although attitudes to brand origin varied vastly by country. In China, still relatively new to Western brands, international origin still equals pres tige. The driving factor is quality in India and value in the Philippines. The only odd fel lows were Indonesia who prefers local brands to support the local economy. And we all know how the Indonesians feel about free speech; just ask the East Timorese.® PS: Screw you guys, I'm going home.

InterActive

How to Be an Original Thinker (repeat after me) BY JOSH SKLAR, Founder LogicWorks - josh@logicworks.us

ALL of my kid life, I collected comic books. I loved the covers, I got into the stories and I believed most of the ads in the back. But what I could never understand was why everything would take "six to eight weeks" for delivery. I couldn't imagine what was so darn complicated about opening an enve lope, seeing who to ship the x-ray glasses to, throwing a pair in a box and sending it out. Wouldn't they make more money if they could fulfill the orders more quickly? Didn't they know that children have no patience? I used to think that I was missing some thing extremely basic. I felt like an idiot, but I didn't want to merely accept it, like many others, as an immutable, ineffable part of life. So I wrote to a few of the companies and asked them what the deal was. They all reported back the same basic storyline: sup ply chain. Of course since I was 10 I had this marvelous vision of a giant metal linked rope that baskets of goods were tied to and so I was only confused even more.

But as I look back, I feel proud that I even sought to question why things weren't in tune with my expectations and wants as a patron. Supply chain, huh? If I had under stood what that meant, I might have spent some time thinking of ways to improve thenefficiency. That's the kind of thing I ended up doing for a living, after all. Problem solving is a large part of com ing up with communications solutions that use a technological platform. The other, equally important one, is truly recognizing what the problems are. If you only scratch the surface in understanding what's at stake to the people you will be communi cating with, then your answer will only be a band-aid. It will not solve the deeperreaching, long-term concerns and, in effect, not be a solution at all. So you will only do your profession, talents and clients justice if you learn to focus on the bigger picture. And there's always a bigger picture. It's just a matter of perspective. Not everything has a multi-million dollar budget, but whether it's an application to be developed, an ad to be shot, a brochure to be written or a web site to be designed, there is

always an underlying problem that needs to be uncovered so it can be fully accounted for. If you've done a thorough job, then you'll be on the path to steady success. You can see evidence of this level of thinking in the most effective, innovative work (not nec essarily the most awarded) regardless of the financial investment in the project. From simple radio spots for a local fast food chain to emotive, multi-dimensional kiosk presen tations for a global concern, the situation is always unique but the algorithm to discov ering a way to catalyze that distinctive set of circumstances is as consistent as the result ing success. In English that's: Don't just use the idea that has been used hundreds of times before. Come up with something original by lever aging the unique issues within your client, its audience and the product/service/whatnot you're promoting. It will be 'win-win' all round. Their specific needs will be addressed, you'll have something ground breaking and the rest of us won't be bored into dreaming about when we couldn't wait six to eight weeks to be disappointed by false advertising!

Who's on the Clio Internet Jury?

Rose Pietrovito, CD, dZinenmOtion.com, Vancouver, Canada

Winners announced 19 May 2003. Check official website for details

Albin Reif,CD,65 Media, West Hollywood, California

(http://www.clioawards.com) Chairman Michael Volkmer, co-owner and MD of Scholz & Volkmer in Wiesbaden, Germany

Jeremy Garner, CD, BloodPartnership, London, England

Lars Bastholm, CD, FramFab, Copenhagen, Denmark

Bob Gebara, partner/new media CD, Venus nca, Sao Paulo, Brazil

Jonn Behrman, president and interactive communications/COO, Beyond Interactive, Ann Arbor, Michigan

Godefroy Jordan, general partner, Johannot Westfield, Paris, France

Kyle Shannon, chief creative officer, Agency.com, New York, New York

Harris Silver, president, Think Tank 3, New York, New York Daljit Singh, CD/founder, Digit, London, England

Tamara Birdsall, VP/CD, Carat Interactive, San Francisco, California

Graham Kelly, regional CD, Ogilvylnteractive, Singapore

Rafa Soto, associate CD, Herraiz Soto, Barcelona, Spain Ola Spannar, executive producer, Springtime, Stockholm, Sweden

Sean Lam, CD, Kinetic, Singapore

Dan Braun, chief creative officer. Submarine, New York, New York Olaf Czeschner, creative partner, Neue Digitale, Frankfurt, Germany

Anita Lozinska, CD, Wieden + Kennedy, Amsterdam, Nethelands Joe McCambley, chief creative officer, Digitas, Boston, Massachusetts

Derek Ellis, CD, Massive, Sydney, Australia Nils Petter Nordskar, MD/Copywriter, Virtual Garden, Oslo, Norway

12|aDC;MARKEnNGC0MMUNICATI0NS

James Summerfield, partner, Deepend, New York, New York Alexander Szadeczky, CEO, Nofrontiere Design, Vienna, Austria

Taj Tedrow, managing/CD, Genex, Culver City, California

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For business growth.

Insightful. In-depth. Indispensable. Audited. That's why we're Number One. To advertise in the best-selling business and investment weekly in Malaysia call 603-7660 3838 or fax 603-7660 8563. A_ MEMBER AUDIT BUREAU OF CIRCULATION v (MALAYSIA)

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www.theedgedaily.com

SARS Slams "Agencies would need to do more wi$ less, and be more creative than ever in coming up with solutions. The challenge is how agencies cope with delivering that against a shrinking resource, as we already see a historical low in agency and client headcounts" - Goh Shu Fen

BY MC ABDULLAH THE SARS epidemic in Asia has caused

many marketers to make quick decisions regarding their communications budgets, as well as the way they interact with their agenies, a new survey by client-agency consul tancy R3 Asia Pacific, shows. The study indicates marketers in Hong Kong have been most drastic in their action with 94% agreeing that SARS has caused them to significantly reduce their immediate plans or at least re evaluate their activ ities. More than half of this group have already made cuts. Singapore and Malaysia based mar keters have felt a little less of an impact with 57% agreeing they have made changes. The survey was conducted via email by client-agency con sultancy, R3 Asia Pacific with 150 region al and local marketers in Hong Kong, Singapore and Malaysia between April 11th and 14th. "From a longer perspective, there's

ATYPICAL Pneumonia (SARS) has forced the

postponement the judging of the TVR LongXi 2003 - part of the "LongXi" Creative Awards. Judging has been set for mid-May in Taipei. The organising committee made the decision in the face of a spreading disease, and government-issued travel advisories and directives. This year, TVR LongXi 2003 has 28

MARKETINGCOMMUNICATIONS

no doubt, this is going to make it a tough year," said Goh Shu Fen, principal of R3 Asia Pacific. "When asked if SARS has already an overall impact for 2003 plans, over 78% responded that their budgets have already been cut, and at least ten marketers indicated cuts of more than 20% already for the year. Agencies will now have to prove they can similarly adapt. We'd hope more performance based compensa tion schemes will now be their best opportunity to prove themselves," she added. SARS has also had an impact on the way clients and agen cies interact and con nect with each other. 51% of Asian marketers have now reduced agency meetings and travel, mak ing the impersonal phone and email the only viable mode of interaction. In Hong Kong, this num ber is as high as 76%. This makes the collab orative natures of the way marketers and agencies work together a major challenge in these difficult times. "Several marketers expressed that the pressure for marketing ROI is now greater than ever, they would be tracking their marketing campaigns very

categories plus a student awards. 532 total entries were received. LongXi reports that it will be in close contact with all award entrants on the development and will announce a new judging date once it is con firmed. For all enquiries, LongXi has set up a telephone hotline: (86 21) 6251 8990. Or e-mail to longxi@netvigator.com.

SpecialReport

Ad Economy TIMING

UNFORTUNATE

closely," said Goh. "Agencies would need to do more with less, and be more creative than ever in coming up with solutions. The chal lenge is how agencies cope with delivering that against a shrinking resource, as we already see a historical low in agency and client headcounts." The only bright spot - if it could be called that - was several telecom and IT marketers identifying increased personal users and vol ume as customers try to stay in touch, but this is not likely to be sustainable. It is of comfort to know that there are

Life is exciting

some companies who have chosen not to let SARS get in the way of their long term strategy, as one major marketer put it, "We won't participate in making SARS a self fulfilling prophecy/problem and, outside of sensible health precau tions/travel limitations to certain countries, life goes on as normal. We've got to take a longer term view on our brand."

Hon$ Mil y'ovf breath AM#•

Nothing at all yet. We've felt no immediate impact

—- -

31%

36%

50%

We're currently reviewing our activities and as a result will make a decision soon

38%

41%

40%

35%

We've had to cut back on our plans already

29%

23%

10%

53%

We've taken major steps to reduce our marketing spend

What do you see as the impact for your overall 2003 marketing activities It's too early to tell, but we don't expect any impact this year

22%

32%

27%

It's too early to tell, but we anticipate out overall activities will be down this year

55%

50%

73%

47%

We anticipate reductions of over 10% from our original marketing budget

18%

41%

21% 2%

'i •*. 1: T

Hong Kong doesn't do things by halves. is the forest of skyscrapers towering over the harbour. The second is the sheer energy of the place. Step onto any street and you'll be swept away in a wave of excitement, sound and colour. From the dragon

boat races in summer to the Chinese New Year fireworks, from morning tai chi to late night dancing.

Has SARS had any immediate impact on your contact with your agencies)? A

No impact, we still meet and interact regularly as before

52%

59%

73%

24%

Some impact, we've reduced travel and meet less frequently

37%

31%

27%

53%

Quite an impact, we only meet now if necessary

18%

VERBATIMS (M=Malaysia, H=Hong Kong, S=Singapore H

The first thing that grabs your attention

% l -j'f

We anticipate reductions of at least 20% because of SARS

WMK.H

- ft 6"".- ...

nUm

Have you taken any immediate marketing action in response to the outbreak? A

A situation like this forces you to reeval

Whenever you go and whatever you do in Hong Kong, one thing's for certain. You'll never be bored.

For more information and a free Traveller's Guide to Hong Kong, call 09068 661188 or visit our Web site today. Calls cost 60p per minute

f City of Life •ju

VKr-

uate all your activities and hopefully results • Since the outbreak of SARS in the

• Should have positive impact for per

in new creative ways in doing business (at

region we have encountered a decline in

sonal users i.e IDD, broadband and may have negative impact for business users

least this is the positive side).

turnover. This may or may not be directly determine this, but we're definitely taking the situation into consideration when fore casting plans for the rest of the year. • Watch our spending more accurately.

• Our conferences to the U.S and Asian

our business as we have more pple using

countries have been cancelled. We hope the situation will be under control else it

the internet due to fears of going out. We

will affect our business will be affected badly

and pple communicating more online.

• We are expecting more intensive price • Shopper traffic may bear the brunt of

competition

the SARSscare. Nofinite impact yet and will be monitoring. • We would have to make some A+P cuts

• We won't require as substantial a resource from our agency for the foresee able future

have seen a spike in our usage numbers

than before), we are planning to do promo tion activities that would be geared towards purchasing really a lot more big ger quantities (loading / stocking up).

• Scheduled plans have to be delayed

Its clearly a very dynamic situation. At a

• Still to early to say. Will depend very

and awaiting the moment when the inci

macro-economic level, the Singapore gov

much on the length of the epidemic.

dent be controlled. May consider to reduce the number of sales and marketing staff

breakthrough in Canada with regards to

when necessary

finding a cure and vaccine. Since the out

or may not be directly attributable to that

ernment has recently reduced its GDP growth forecast by 0.5% -1.0% which will impact all marketeers. At the micro-level the impact will be varied and needs to

break of SARS in the region we have encountered a decline in turnover.This may

reviewed day-by-day and week-by-week. As a major marketer we won't partici

One area that will suffer most is retail because the relatively small geographic

pate in making SARSa self fulfilling prophe cy/problem and, outside of sensible health

size of Singapore means that there is not a

we're defi-nitely taking the situation into

precautions/ travel limitations to certain

lot of local web-based retails business that

consideration when forecasting plans for

countries life goes on as normal.Gottotake a lon-ger term view on our brand"

would normally (in larger geographies)

of SARS. It is too early to determine this,but

the rest of the year.

... Hong Kong "will take your breath away," as shortness of breath is one of the principal symptoms of severe acute respiratory illness, or SARS...

If the crowd in the supermarket remains as what it is now (meaning lesser

to hit bottom line numbers

Just heard on the news that possible

DiscoverHongKong.com

The only impact is good news for us in

attributable to that of SARS.It is too early to

take up the slack of a retail downturn.

ACCORDING to The Smoking Gun website (http://www.thesmokinggun.com), the Hong Kong Tourism Board ran this advertisement in British publications (this particular clipping is from the April edition of Cosmopoli tan), as the SARS epidemic rages in the Pacific Rim. It seems that indeed, Hong Kong "will take your breath away," as shortness of breath is one of the prin cipal symptoms of severe acute respi ratory illness, or SARS. The tourism ad campaign was planned before the SARS outbreak and print ads could not be yanked in time.

aDClt MARKET1NGC0MMUNICATI0NS 15

DirectMarketing

The Hazards of Ignoring Your Inner Voice

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

SOMETIMES you go about the business of creating and all seems so right. This is it, you declare. This is the headline. This is the idea. Direct Marketing, contrary to most avail able exhibits, should not be an exception to the process. Yes, there ought to be that great head line. The extraordinary layout. The compelling visual. The splat-across-your-face IDEA. Every creative person, who loves his or her job, struggles to get it right. To reach that magic moment, when idea meets product meets consumer need and want. When an award accompanies sales. For those of us who've done that, unfettered super-orgasmic sex seems common place. Well, almost. But what gets us there? We have an army of good writers out there. We have art direc tors who know the ropes, and have an eye for typography. Then why is it, I continue to wonder, that we also have a preponderance of mediocrity? How do we reach that pointof-no-return and end up falling in love with dumb or irrelevant ideas? I submit this. We do not listen to our Inner Voice. It is a mysterious and elusive thing, this Inner Voice. The good writers and art directors don't have it. Only the great ones do. But know this. Even if you discover that Inner Voice, there's no guarantee you'll listen to it. Or, after initial discovery, always hear it. It is such a subtle quirk of nature. You must believe, however, that if you are to achieve greatness, your Inner Voice is the key. So how do you find it? First, create some thing. Then step back. Close your eyes if you must. Don't fall in love. Think about some thing else for a moment. Take a lick of salt. Think about someone you've loved and lost. Read a comic book. Do whatever it takes to neutralize your mind. Get yourself into a state of "aware numbness" until your work is no longer your precious baby... but just another newborn. Wait for the shadow. Breathe. Then take another look at what you've fallen in love with. Your child. Your communication based on brief and intended to sell. Do you feel a hidden qualm? Some

16 aDOIMARKETlNGCOMMUNICATIONS

distant uneasiness? Is there anything at all that makes you feel the job is not quite done? Do you feel you might somehow "twinge" if your work becomes reality? I must tell you, if you don't feel the least bit uneasy, you've probably done something wrong. It's not as good as it should be. You're fooling yourself. On the other hand, if you truly experi ence a "go for it" feeling, it may be entire ly justified. It could be that you have the greatest idea ever, and you should leave it alone. But I doubt it. Take another look. Force yourself to be the consumer. And from a consumer's perspective, make it better. Or if you must, toss it out with the bath water. Searching for your Inner Voice is not just for Creative Types. It should also apply to strategists and programme man agers. Or to Creative folks who actually do consider strategy (there are fewer than there should be). If a radio writer, for example, ignored his Inner Voice, he or she might actually "strategize" that being as annoying as humanly possible actually commands attention. The writer might then — to every sane radio lis tener's horror — sustain a mossie buzzing sound, or perhaps the screeching of a bunch of monkeys, throughout the better part of a 30-second commercial. Hard to believe any thing like that could be in the realm of pos sibilities... isn't it? Or if a programme man ager ignored the Inner Voice, he or she might find truth in Barnum's axiom that "There's a sucker born every minute." The manager might then offer new and expen sive monthly television programming to his or her subscribers by default. Ignoring the consequences of seriously pissing-off cus tomers, the manager might declare that cus tomers are going to get this programming — like it or not and without a pre-agreed con tract — unless they say "no". Come to think of it, no search for an Inner Voice is required for the above examples. In those cases, all you'd need is a modicum of commonsense and the knowledge that con sumers aren't morons. But when reviewing creative work or a programme plan that's not so blatantly wrong-minded, your Inner Voice should come into play. Cherish it as much or more as the job at hand, and you'll never be content with mediocrity again, g)

HATTRICK OF WINS FORCHUOSENKO

Sumihiro & Tim CHUO Senko has won three major accounts: from Roche Pharmaceutical, Honda Motors and Great Eastern Life Assurance.Tim Clark, Chuo Senko's regional creative director and Malaysia vice president summed up the accomplishment succinctly: "This bodes well for the future. These account wins represent the spectrum of accounts that we wish to build for the future: local end international as well as Japanese. We like to think that, despite our Japanese name and Tokyo HQ, we are really international." For Roche, Chuo Senko has just relaunched the Xenicare Weight Management Programme, with a pair of print ads and three radio spots featuring Joanne Kam Poh Poh.The client indi cated that Chuo Senko understood the account needs perfectly and created a most successful campaign. Honda Motors is already a Chuo Senko client, but winning the forthcoming launch of a new Honda car required a pitch and Honda was able to make a fast decision in favour of Chuo Senko. "They have created an exciting campaign that we believe will compliment our latest, improved, new model," explained Ms Suzuki, the deputy general manager of Honda's marketing division. The most recent new business win is the Great Eastern Life account, which was acquired following a very competitive pitching process. Chuo Senko's two years of experience building the Great Eastern brand in Singapore likely gave it a competitive edge over rivals. Chuo Senko managing director Sumihiro Yamamoto estimates the annual billings from these three account wins to be worth around RM5.5 million. "We introduced Carat as media partner to both Roche and Great Eastern," he said. "On the Honda business we are working very happily with MediaVest." He went on to say that the agency was actively recruiting staff and intended to "return to the battlefield for more business." He said another major pitch has been scheduled for June, but refused to divulge the specific account.

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HighLights

WEAPONS Superbrands

Reader^ Digest

of mass deception

GAS STATION Honda Toyota

Hilton

... Thanks to China's deceiving its own populace and the rest of the world by keeping this pestilence secret for two months, and then fur ther delaying the entry of World Health Organisation investigators, it's possible that many more people have sickened and died than would have if reporting had been honest and open...

Shangri-La

Acer Compaq

Malaysia Airlines Singapore Airlines Epson Hewlett Packard Epson Sony

Hewlett Packard

OFFICE EQUIPMENT CD/MD PLAYER

BY DEAN JOHNS

WATCHING the gorilla war on Iraq, I kept

thinking what wimps we advertising people are compared with the "coalition of the will ing" propagandists. With all our tough talk about "launches", "campaigns" and "impacts", we're totally at the mercy of the marketplace. But when Washington, Whitehall and Can berra failed to sell their crude grab for oil and power first as "anti-terrorism", then "regimechange" and finally "freedom", they blithely rolled-on regardless. Over not only the dead bodies of not only all the usual human vic tims, innocent and otherwise, but also of the United Nations and majority world opinion. As wars go, of course, it was a bit of a fizzer. In fact it wasn't really a war at all, but a woeful, one-sided walkover. Iraq was utterly at the Coalition's mercy. With no airforce whatever, pitiful anti-aircraft defences, noth ing but old if not obsolete armaments, and no sign of the "chemical and biological weapons" it allegedly had left over from those supplied to it back in the 1980s by Europe and the United States. In fact Iraq's only effective means of counterattack seemed to be the daily barrage of abusive bullshit from its Information Minister. But never mind. Coalition spokespersons and the more gung-ho media, notably News Corp's nitwit newspapers and its feral Fox Network, did their damndest to make it look like a genuine conflict, endlessly expressing dark fears about the rabble laughably dubbed the "elite" Republican Guard, alarm at "suicide attacks" and "death squads", and

outrage at Iraq's treating prisoners of war almost as badly as the U.S. does in its notori ous Camp X-Ray. Many of the world's media, notably the New York Times, BBC World, CNN and Al-Jazeera, fought bravely and hard to make some sense of the story, but they paid a heavy price for their efforts. Journalists, or at least those not "embedded" with Coalition troops, suffered casualties, many from so-called "friendly fire", at three times the rate of the invading combat troops. But as careful as the U.S. and its British and Australian allies were - and in fairness they largely were - to avoid causing "collateral damage" to civilians, it seems that innocent bystanders suffered the most. Just as they have in the other "war" that nations in Asia and else where have been waging against the spread of the dreaded SARS. Thanks to China's deceiv ing its own populace and the rest of the world by keeping this pestilence secret for two months, and then further delaying the entry of World Health Organisation investigators, it's possible that many more people have sickened and died than would have if reporting had been honest and open. Just another example of the price we all pay for regimes who put their own images and interests before the well-being of their peoples. Weapons of mass destruction are dangerous and deplorable, particularly in the hands of "rogue" states and terrorists. But they and other evils will continue to threaten us all as long as we tolerate governments of all persua sions wielding weapons of mass deception. deanejohns@optushome.com.au

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FOR the fifth consecutive year Reader's

Digest presents its Superbrand survey and as in previous years giant brands such as Sony, Nokia, Coca-Cola and Canon have emerged on top. The survey also reveals 36 new Superbrands throughout Asia. Consumers were asked to name their pre ferred brand in 40 categories. Then gold Superbrand status is awarded to brands whose performance rates significantly above others in the category and platinum status is accorded only to the best of the best. Malaysia achieved the highest number of platinum awards and the lowest number of gold award winners indicating there are more outstanding dominating brands in Malaysia. It also showed the fewest new entries demon1 strating the hold of existing Superbrands.

Oan you make an ordinary product desirable, convert skeptical consumers to brand ambassadors, sell laptops to senior citizens, ...all by merely using the power of words? Now use that power to convince us to hire you. Email: andrewang@mandate-intl.com

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BY NIC ABDULLAH AIRASIA CEO Tony Fernandes flew in to

NEW TVC DEBUT - MAR/APR 2003 Brand: Toyota Hilux Title: Celebration Duration : 30secs / 45 sees Client: UMW Toyota Agency: Saatchi & Saatchi Creative Director: Edmund Choe Art Director: Henry Yap Copywriter: Lee Szu Hung / Adam Miranda Language: BM / Hokkien Summary: For Amma, whofinally got her driving license after

50 years, she definitely get that thrilling feel when she sprint away her first ride with the Toyota Hilux. (note:check out the hilarious Hokkien version)

Brand :Kiwi Fresh Dehumidifier Title: Brand Power Duration: 30secs Client: Sara Lee Malaysia Sdn Bhd Agency: Buchanan Group Creative Director: Andy Gaunt Copywriter: Daniel Bruce Language: English / BM / Mandarin Summary: Everyday moisture and mould can ruin clothes and

furniture. So it's good to know there's an effective solution new Kiwi Fresh. It combines unique fragranced granules that leave a refreshing fragrance.

"Our AirAsia Brand: Perodua Kenari Title: 2perman Duration: 40secs Client: Perodua Sales Sdn Bhd Agency: Friends Advertising Creative Director: Brian Gomez Art Director: Fakhrul Othman Copywriter: Eugene Lai Language :English / BM Summary : Highlighting Perodua Kenari as an unconventional

car, this TVC featured a superhero who uses cars to change before saving people's lives. When he gets in the Kenari, he is delighted with the car and forgets his responsibilities Brand :Moojooz Cultured Milk Drink

sales promotion was clear and simple; we offered the lowest airfares... we extended this to our

Title: Spiff Duration : 20secs

brand promise,

Client: Dutch Lady Milk Industries Agency: Bates Malaysia

everyone

Creative Director: Ajay Thrivikraman Art Director: Khoo Choo Kian

can fly"

Copywriter: MindyTeh Language: English / BM / Mandarin Summary: Let's get ready to play and let your imagination

runs wild with the latest Moojooz Cultured Milk Drink from Dutch Lady.

Brand : ASTRO Title: Chinese Drums Duration: 15secs Client: Measat Broadcast Network Systems Sdn Bhd Agency: Dentsu, Young & Rubicam Creative Director: Veno Art Director: Lee Poh Wah Copywriter: Mike Chin Language :English / BM / Mandarin Summary: A visually-appealing TVC to get across the "Are

You One In A Million?" message. Other versionsfeatured Malay drums and Indian dancers.

Brand: Syntium Title: Beyond World Class Duration: 60secs Client: Petronas Dagangan Berhad Agency: Batey Ads (M) Sdn Bhd Creative Director: Julian Yap Art Director: Kelvin Boak Copywriter: Julain Yap Language: English / BM / Mandarin Summary: Introducing the new Syntium motor oil from

Petronas that's beyond expectations in terms of performance and protection. A superior product that's simply world class.

For more information please call Wing Kok of MediaBanc at 03 7983 6668

20 dDOIMARKEHNGCOMMUNICATIONS

- Tony Fernandes

Langkawi for the AdCongress on Malaysia Airlines. I'm not kidding. Two hours before his scheduled talk, the rumours were already flying. And when the former music exec rose to offer a case study of his own airline, he admitted straight away that yes indeed, he had hopped a ride with the competition. He explained that there were no seats available on the regularly scheduled AirAsia flight. "Not even the cockpit jump seat," he said. But here's the real irony. Most of Tony's planes are running full. And his airline is making a profit. The lack of a seat - any seat - speaks volumes about Tony Fernandes' AirAsia. The very first Malaysian Advertisers Association AdCongress promised a slate of speakers discussing "What's next? For you, your brand, your market, your industry." It was a coup getting Fernandes to speak, considering AirAsia is one of the fastestgrowing Malaysian brands. Who better for other brand owners to learn from? Fernandes said that building a successful brand relied on fulfilling the brand promise: "Our AirAsia sales promotion was clear and simple: we offered the lowest airfares," he said. "We extended this to our brand promise, 'Now everyone can fly'." Paddy Schubert Sdn Bhd managing direc tor Datuk Dr Paddy Bowie, who happened to fly up on the same MAS plane as Fernandes, couldn't help herself from offering a wise crack or two about the faux pau. But she also issued a matronly caution, saying the surviv ability of AirAsia was contingent on the company keeping to its brand promise while earning the public's trust. Branding, she said, left the biggest foot print in modern society and could be applied to all aspects of marketing. Perhaps Bowie's words best echoed what most, if not all of the speakers were trying to get across, even though they represented vastly differing disciplines across the market ing spectrum. In a perfect American accent, Dentsu Japan senior manager Koichi Yamamoto, senior manager in the corporate behaviour department gave a brief insight into the downright weirdness of Japanese ads. "In our context," he so aptly said, "there are two advertising markets - Japan, and everywhere else." MTV Asia senior vice president of brand development Sangeeta Gupta said young peo ple are avid consumers. "They are the obvi ous trendsetters, very lifestyle conscious, and have 'pester power' with which they influ ence purchasing decisions at home," she said. Today's youth are the "busy bees and multi-taskers: They work hard and play hard. Communications is something absolutely indispensable for them. To be successful, a youth brand must have its own mindset - and marketers must super-personalise their

SpecialReport

CONSENSUS AT THE CONGRESS? ADOI willingly jets north for the Malaysian AdCongress. Did we learn anything new? brands to create the appeal of uniqueness," she said. Phillip Jones, regional director of Taylor Nelson Sofres spoke of the recent push to refine research measurement systems. "Clients now demand overnight TV rat ings while electronic measurement of radio is now a possibility with only the industry to accept it as the new standard," he said. "In today's research environment, it's not only a question of updating the hardware, it's also a matter of revisiting traditional sampling methods." Observation of consumer behaviour is in vogue again, he said. "A people meter device can accurately tell you what is being watched on television, and who is watching, but it can't tell you why they are watching a particular program." F&N Coca Cola managing director Ng Jui Sia stressed the influence of technology on brand management. "To survive in this overcrowded jungle, cutting edge companies need to focus more intently on the creation and the development of brand while adopting a 360 degree view of brand management," said Ng. "With the influx of brands entering the Malaysian mar ketplace, a tangible brand value is essential in cutting through the infor mation clutter. It will also leverage the brand in terms of category leadership." He also spoke about the differentiate or die mentality. "A prod uct may have first-

entry advantage - but to maintain the brand profile, it must be updated constantly to retain the brand's strong value proposition to prevent brand switching by the customer." In terms of Asian brands, Ng said that it was vital that marketers find a single identi ty platform given the diversity of cultures and market segmentation in Asia. "There is a new awakening in Malaysian brands, coupled with increasing affluence and rising confidence in being Asian," said Ng. "Local brands are restricted by econo my of scale, image and quality. We have to overcome these hurdles before expanding outward." Firestar managing director David Carpen ter noted that "it takes time and it must be built on trust, expectation, loyalty, fun, pride, and companionship." "Good advertising is usually related to promoting the brand promise, and then delivering on it," he explained. TV3 Creative marketing group general manager Navonil Roy said innovation was the key to branding in the future. "What's next doesn't always move sequentially," he said. "We have to adapt to situations, and make changes as we see fit to make a difference." David Wethey, the chairman of Agency Assessments International spoke about agency compensation and echoed much of what US-based David Beals said at the recent 4As seminar on the same subject. He did however, go further than Beals by offering a blueprint by which agencies, clients, and the men of the moment - the media inde pendents - can bridge the chasms that have invaded advertising. "Agencies are not valued enough by advertis ers as key strategic partners and are often seen as a cost, not an investment," he said. Reader's Digest Asian I editions asso[ date publisher Peter Jeffrey said that for Asian brands to survive and grow, they must improve on all fronts. "Ultimate

ly, this will be good for consumers. The key asset in brand building is trust - and it is usu ally earned over a period of time. A great brand evolves by understanding and satisfy ing the customer's needs with consistency, quality, image - and by exceeding the cus tomer's expectations over time." Celcom senior manager in brand market ing Michael Lai noted the disproportionately low ad spend in Asia. He said that of the top 100 brands in the world, only seven are from Asia, of which six are from Japan. "North America spends US$113 billion annually on advertising while Asia, excluding Japan, spends only US$34 billion. Comparatively, Malaysian adex at US$0.81 billion is only 25% of Australia at US$3.37 billion although both countries have similar numbers in terms of population." "Asia definitely under-invests in advertis ing," he wryly suggested. "Asia manufactures almost 50% cent of the world's products but we need to control the branding to take advantage of the tremendous potential, espe cially now with the huge influx of tourists coming to Asia." CEO of ntv7 Shazalli Ramly said, "These are perilous times for brand marketing. Tech nology is evolving so fast that we not only have to keep pace, we have to adapt and use the available tools optimally." In opening the AdCongress Dato' Seri Mohamed Nazri Abdul Aziz, Minister of Entrepreneur Development spoke on the "Impact of Globalisation." He sees globalisa tion as not necessarily a threat, but as a chal lenge and an opportunity. He said that competition would inevi tably inspire Malaysian companies to create better goods and provide better services "The world may be getting smaller - but let's also remember that it's a big world out there. We must take advantage of the tremendous opportunities in the world economy and make our play." Organising chairman Peter Anthony Das closed the AdCongress by challenging the par ticipants to reshape their thinking in attracting the attention of consumers. "We have to learn to cope with the escalating changes that con fronts us, and exploit our budgets in meaning ful ways to reach the desired consumer seg ments," he said. Consensus at the Congress? Perhaps. That probably depends on whether smaller clients, especially those with burgeoning local brands, can absorb what they learned from Fernandes and others. D

aDOl MARKET1NGC0MMUNICATI0NS

HighLights

The most

powerful words in advertising

BY MICHAEL NEWMAN

Best New Slogan we'd see words used more engagingly. Just as a hit song needs a hook to I F your campaign can't use "FREE" or sell, a slogan must be catchy. Aim to get your "APHRODISIAC" as its headline, are there slogan into colloquial, everyday language. other words guaranteed to improve the effec Aim for fame at street level. My battered, tiveness of your advertising? Let's start with schoolboy dictionary defines slogan as a that little sentence at the end of virtually "highland war cry," and I love everything every ad - your slogan, sign off, tagline, strap about that definition. Your slogan should seek line, brand line - whatever you call it, these to own the high ground territory, in terms of words will have the most profound effect on positioning; your slogan should be aggressive ly competitive; and it should shout your your company's bottom line. Providing you choose them carefully A promise loud and clear. A great slogan bases great slogan can do more than distil the your campaign in a persuasive proposition essence of a brand - We try harder (Avis). It that individual executions then explore can do more than get a product into the ver creatively. A great slogan can even outlast the origi nacular - A diamond is forever (De Beers). A nal campaign, the original great slogan can actually drive agency, and the feckless the culture of an entire compa ... There clients who tired of it long ny. Nike's Just do it did just that are many before the public. (For exam for an entire generation. So, classic sLOGOns:ple, Toyota USA spent many why is it that today's slogans Got Milk? I feel like tens of milUons on a series of are rarely so powerful or mem a Toohey's; brand lines throughout the orable? Recent advertising has 1990's, only to find after a You don't have to developed a sophisticated visu decade that their original, Oh al language, but is it forgetting be Jewish what a feeling, was still better how to speak to people? to love Levy's. Great remembered than any of the Remember when slogans slogans resonate new ones.) tried harder? Perdue: It takes a emotionally; they ring It's best if you can combine tough man to make a tender promise, brand name and a chicken. American Express: bells in peoples' heads Don't leave home without it. that ring cash registers kind of vernacular appeal in your slogan. In my book, Cre Stella Artois: Reassuringly for many ative Leaps, this marvel is a expensive. One day you're years... 'sLOGOn'. going to get caught with your Coke is it is tight, branded, pants down (Holeproof under wear). The answer's yes; now, what's the pithy, and has a very big promise ("it"). There question? (Repco Spare Parts). Think different are many classic sLOGOns: Got Milk? I feel (Apple). A great test: the slogan should be like a Toohey's; You don't have to be Jewish good enough to be the headline. Great slogan to love Levy's. Great slogans resonate emo writing seems to be out of fashion among cre- tionally; they ring bells in peoples' heads that atives. Like long copy. Maybe the craft is ring cash registers for many years. Hollywood knows this and movies sell with slogans big dying? Like long copy. Multiple-language campaigns are an time: In space no one can hear you scream unprofessional excuse, movies and the music (Alien), He's afraid. He's alone. He is 3 mil industry cope. Whatever the reason, the lion light years from home (ET), Hell upside shortest copy in most advertising campaigns down (The Poseidon Adventure), Just when is too often bland, generic and lazy. Sure, you thought it was safe to go back in the there's usually a sign off, but with no sharp water (Jaws 2), A long time ago in a galaxy far, burr to help it stick in the memory, no charm far away (Star Wars). Movies owe so much to to sweeten its message. A flat line will not advertising techniques, it's about time we raise profits; only annoy art directors. Too reg borrowed a few things back. Like telling human stories, exploring real ularly today's tagline is a general wrap-up instead of the unforgettable, etching tool it emotions and capitalizing on those most pow used to be. Better none than something erful words of all: wonderful, differentiating, anonymous. Unhelpfully, local award shows evocative slogans. That's all, folks. continue to worship ads that are 99% wacky Michael Newman is the author of Creative Leaps - 10 Lessons in Effective Advertising inspired at Saatchi & picture, 1% characterless description of the Saatchi. He heads the ideas company brandnewman product's category. Perhaps if there were a (brandnewman@ozemaii.com.au) special section in creative awards for 22

aDOl MARKET1NGC0MMUNICATI0NS

MILUCHAMP

joins MFX

AFTER 10 years with APV, Geoff Millichamp has joined Moon FX as general manager. MFX owner Moon Chan said that Geoff's experience in production and post was just what was needed to take the company to the next level. "I like the new way MFX are approaching the business - they have a new facility and have taken advantage of the latest technology to set up a boutique business," Geoff said. "MFX has already established itself in the international market, and it will be part of my responsibility to increase this market without forgetting where our roots are". Geoff has been involved in the television and film industry since leaving school in 1966. He first honed his craft at an Australian provincial television station, later moving on to Australia's biggest and most well-known television station, Channel 9 in Sydney. While there he directed numerous live-to-air pro grammes including news, sports, current affairs and variety. It's noted that he was involved in the transmission of the first colour outside broadcast in Australia. In 1982, Geoff started a production com pany with two partners, and in 1985, he came to Malaysia as a consultant on a new venture, GHA Productions. He helped build GHA into one of the largest production houses in KL. Around the same time, he spearheaded the set up of Malaysia's first independent post-pro duction facility, Asia Pacific Videolab. He remained with GHA until 1993, when he joined APV as post production manager. He is a founding member and the current president of The Association of Post Produc tion & Animation Companies Malaysia. He represents the association as a member of The Communication & Multimedia Content Forum (CMCF), and he is a council member of The Malaysian Video Awards (MVA).

"We estimate it will take three to six months for the whole thing to really build up" - Anthony Firdaus Bujang

aDOIMARKETINGCOMMUNICATIONS |23

lAY ur 2003, 12.30mn

TUESDAY

FRIDAY

WEDNESDAY

•

The Agency, 10pm

•

EPL Highlights, 10.30pm

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Scrubs, 11pm

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Third Watch, 11pm

•

Stargate SG-1,11.30pm

Spanish League Highlights, 12.2

Chill Out. Tear this out. Pin it on your wall. Watch this space. And win cool prizes!!!

First Wave, 12.30mn

The Best Of Phua Chu Kang, 5.30pm [ from June onwards 7pm ] My Wife & Kids, 5.30pm [ from June onwards ] EPL Preview Show, 7pm Under One Roof, 7pm [ from mid May ] The Brand, 7.30pm

Each Other, 7pm 3R, 7.30pm Phua Chu Kang, 9pm [ season 5 ] Gilmore Girls, 10.30pm Ringgit Sense, 11.30pm Futurama, 12.30mn Seinfeld, 1.00am

www.tv3.com.my

MediaOwner

The Agency

... 'Chillout' is intended to be an interactive community rather than a collection of individuals passively consuming television programmes... Gill more girls

Gilmore Girls, Ringgit Sense, The Brand, Under One Roof and more. But the promise of more favourites to come also includes a brand new dynamic look and feel incorporating the vibrant lifestyles of this genre. Obviously, TV3 is not about to let the cat out of the bag but all signs indicate this is a major breakthrough in positioning the channel to the Englishspeaking universe. Already a long-time leader of the pack with regards to rating and viewership, TV3 is making a cool move towards endearing itself to the English-fluent viewer while anchoring its popularity with the vast and loyal Malay audience nationwide. The obvious question now playing on the minds of advertisers is, "What does all this mean?" Those in the know would have probably guessed the right answer by now: it's all about targetting. Taking aim at young adults, professionals, man agers, executives and businessmen or PMEBs between the ages of 15 and 39, CHILL OUT is the way to go. CHILL OUT will showcase the same tone and manner reflective of this audience. This kind of formatted programme belt, used to great success by the likes of AMP radio networks and TV3's Chinese Pearl Belt from 6pm to 8pm on weekdays, means choice for English viewers will now become a matter of course. A focused beltoffering was responsible for the phenome nal success of Pearl Belt amongst Chinese audiences. It is this success that TV3 hopes to repeat with the introduction of CHILL OUT. CHILL OUT has big plans says Airin

26 dDOiMARKETINGCOMMUNICATIONS

English Premier League

Zainul, Brand Manager for the belt. This month Airin goes to Los Angeles to secure some of the latest dramas and even sports programmes for 1 sports lovers young and old, and across all income levels. In this regard, Airin promises June next year will have even much more in store during CHILL OUT. Anthony Firdauz Bujang TV3's Gener al Manager for the Brand Management Group adds, "Chill Out will not interfere with your hectic lifestyles but instead fit in with even the busiest schedule pro gramming as it will run from around 10.30pm on weeknights but starts earlier on weekends with a break for the 8pm news. The select English audience is very discerning about their viewing prefer ences and generally spends relatively few hours watching television. To satisfy such sophisticated preferences TV3 will

show a mix of foreign and in-house productions." Beyond its strategic airtime, CHILL OUT is also intended to be an interactive community rather than a collection of individuals passively consuming televi sion programmes. In the pipeline are plans to spin- off the time belt into sever al interactive media such as its very own section on the TV3 website and even fan clubs of popular shows. These interactive channels will increase the avenues for advertisers to tap into their target mar kets in a more focused manner. The awareness campaign for CHILL OUT started last week on radio stations Hitz FM, Mix FM and Light & Easy. Anthony concludes, "There are also dra matic plans to link competitions with advertising in a more direct way, for example, by getting viewers to send an SMS when they see a particular product on screen for which they can win prizes. There're even suggestions for us to do contests for for media planners and advertisers too." Beginning mid-May, when the new programming schedule starts, CHILL OUT will definitely have a series of con tests incentivising viewers to watch the programmes for a chance to win holiday rewards while advertisers have the option of tying in to these competitions. In short, TV3 will attract the affluent English speaking Malaysians to chill out with its great English programming line up and viewers will get plenty of cool rewards, including a holiday in London! Lets CHILL OUT!!

Do you want a creative awards event open to ALL advertising agencies, ad-related companies, advertisers and media owners in Malaysia, and not just for the top guns? Do you want an awards system where only the finest creative minds in the world will chose the winners, making your well-deserved victory even more meaningful? Do you want participants of these awards to enjoy the proceeds from the event to be used in training their own staff in professional development programmes? Do you want an annual archive of these award-winning ads documented so that future generations can leam from our achievements? If you want all of the above, log on to www.adoimagazine.com/MC2

MediaOwner

THE DREAM TEAM Jerry Block - actor Michael Melia Harchester United's new chairman. Ruthless and cunning.

Lynda Block - actress Alison King

FOOTBALL ON THE PITCH Drama Off the Pitch

Wife of the chairman.Secretly in love with Luis.

Luis Amor Rodriguez - actor Martin Crewes Argentianian World Cup star. Flamboyant. Loves the good life. And Lynda.

Ian Coates - actor Francis Johnson Team Manager.Tough and arrogant. "The Black Alex Ferguson"

John Black - actor Gary McDonald Captain recovering from injuries. At the tail-end of his career.

Helen Jensen - actress Kate Magowan Education Welfare Officer of the Youth Acade my. A neophyte teacher.

Frank Patcham - actor John Salthouse Director of Youth Coaching.

Des Baker - actor Bill Fellows Runs the Youth Academy's hostel.

Hari Lai - actor Sushil Chudasama Member of the Youth team. Son of a Harchester Council officer.

Warren Masters - actor Clinton Kenyon 17-year-old with battler's instincts. A tough tackier and live wire.

Mica Hocknell - actress Katisha Kenyon Sister of Warren Masters. Loves Money. Married to Sean.

Sean Hocknell - actor Daymon Britton Promising striker. Struggling in the shadow of his illustrious brother Dean.

Karl Fletcher - actor Terry Kiely Striker with drug addiction.

Soccer and Soap

Alex Wilkinson - actor Craig-Robert Young Tough wing back. Spent six months in a Young Offenders Centre.The bad boy.

BY FABIDAH O'CONNOB

Billy O'Neill - actor Phillip Barrantini

THE English Premier League (EPL) football season ends in mid-May, but ESPN STAR Sports is offering football throughout the off season in the form of Dream Team, a fiction alised UK football drama. The half-hour serialised soccer soap fea tures a group of young footballers realising their dream of joining the squad of the Pre mier League's number one football club "Harchester United". The programme first airs on 19 May with "love, lust, friendship, hatred and betrayal," reports ESPN STAR. "We're not stepping outside the bound aries of our established programming with Dream Team," said Wayne Becker, ESPN STAR Sports' senior vice president of pro gramming and event management. "We remain wholly focused on bringing the top sporting events to our viewers across Asia. What Dream Team does however, is take sports programming to another level. We're extending our standard sports programming and offering a creative perspective into the off-the-field drama and intrigue of football." Becker went on to say that the series uniquely and innovatively combines two basic needs of Asia's TV audiences: their

Crafty midfielder.The joker.

Leon Richards - actor Nathan Constance A big centre-back. Likeable and responsible.

Denise Wilkinson - actress Joanna Monro Runs the canteen,Son Alex is a youth team trainee.

Kelly James - actress Emma Gilmour Canteen girl. In love with Karl Fletcher.

Julie Alexander - actress Julie Smith Canteen girl. Street-wise and easy going.

Fraser - actor Sean O'Kane PA to Jerry Block.

Biloo Kapoor - actor Hari Dhillon Players'agent and owner of the popular Harch ester nightspot Studs.

28| aDOIMARKETINGCOMMUNICATIONS

intense appetite for football and their addic tion to soaps. "Dream Team may be fiction, but it follows closely the real-life drama that surrounds the world of football. Before long, viewers and sports fans will be captivated by the reel-life developments of Harchester United as much as they do any other team in professional football," he added. Dream Team is a top-rated programme for SKY. It was voted Favourite New Pro gramme on Cable by Cable Guide readers in England when first launched, even beating out such well-known series Friends and ER. The soccer soap has also won industry awards - Best Satellite, Cable & Digital Pro gramme twice at The Indies - the Annual Awards for Independent Television Produc tions, as well as the Best Cable or Satellite Programme by the Broadcast Production Awards. The series also bagged two Victor Awards for Best Sports Fictional Programme at SportTVPlay, the industry awards in Italy that honour the best sports productions selected from worldwide entries by a quali fied jury. Dream Team airs Monday to Friday at 7:30pm on STAR Sports. All of the weekly episodes will be repeated on Sunday morn ing from 10.00 am to 12.30pm. D

Jan

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Bis picture / small logo ads spotted by vigilant creatives

Malaysian Creative Circle (MC 2 ) awards call for entries. By 15 July 2003

ThaiHigh

'Shock and Awe' tactics in Bangkok to launch new products backfires.

BY ABHIJEET DUTTA RAY Strategic Planning Director, Ogilvy & Mather, Thailand

socially irresponsible manner, having a seem ingly nude model on a truck moving around town as nothing but vulgar, and the ad agency responsible for displaying this creative flair as lacking ethics and showing lack of understand ing sensitivity towards local culture. The Prime Minister ended up blaming the local police for not acting over the "improper" advertising and instead waiting for orders from the top. (You can't blame them really, the last time they took orders from the top - it was to go beserk and shoot on sight anyone alleged to be involved in the drug trade, getting nasty reviews form humanitarian agencies in return). So what is the lesson in all this: I actually

THE April temperatures in Bangkok have been high as expected, but on April 11th for many the mercury seemed to creep up further as they watched a seemingly nude supermod el and actress Methanee Kingpayom and oth ers take a shower inside a especially created glass case (strategically frosted in the center). What was meant to be an attempt at creat ing a "talk of the town" activity around the launch of new Nivea products in a market ren dered sluggish thanks to a distant war and a not so distant virus, hit the bulls eye. It certainly got people talking - but more out of shock and awe! The reactions from the local press was mixed. The staid Bangkok Post reported that the stunt "caused traffic jams in Bangkok as motorists stopped to gaze at models taking a shower wearing nothing but skin-coloured swimsuits on the back of a truck. City hall had earlier warned the manufacturer that its adver tisement could create a consumer backlash". The vernacular Bamueng gave a far more opin ionated view citing strident action from the shocked local populace who called in to Radio stations to complain was seen as an affront to local Thai culture. They quoted the man on the street who seemed to to all react negatively, including talk about taking Biersdorf and Methanee to task (and court!) for acting in a Nivea new marketing strategy

believe that a lot of consumer insight can be gleaned from local vocabulary. There are sev eral Thai expressions on the issue of whether to stick ones neck out and express an opinion or not. One of them goes " If you speak up, you might lose more than just if you just kept it to yourself" (self explanatory!) Another one runs as follows "Do not put your hand in the box"(lest the box bangs shut on your hand!). In essence, there seems to be much wisdom in not getting too excited about expressing ones opinion open ly. Hence apathy is the mother of indifference. So why would people in a city (which is still known as the unofficial sex capital of the world in some parts) where one needs to make very little effort to see nude women at any given point in time, would people suddenly get very excited about Nivea's marketing effort? It is dif ficult to search for a ready answer. There is a thin line dividing what people "pay" to see (pri vate domain) and what is shown is shown "free" (public domain). Funny how Biersdorf decided to ignore that line and what might have seemed like a good publicity stunt ended up becoming the 'trash of the town'. ©

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Malaysian Creative Circle (MC") awards call for entries. By 15 July 2003.

MarketResearch

The slow death of Corner Stores in Singapore ACNielsen's shopper survey raises alarm BYAMIT JAIN "I FEAR THE FUTURE", says a grim 45 year old Narayan Muthuswamy, dusting the cigarette counter of his grocery store. He has every reason to be in despair. For well over a decade neighbourhood storekeepers like him have been fighting a losing battle against supermarket giants such as NTUC Fair Price and Cold Storage. With fewer than one in four households now shopping with them Muthuswamy spends much of his daylight hour reading the newspaper, waiting for the customer, that seldom comes. Should the trend continue, he and his peers may soon become relics of a distant past. The 2002 ShopperTrend, a syndicated study covering 12 countries in Asia, released by ACNielsen last month says the average Singaporean household shopper is visiting supermarkets more frequently than ever before. "Singaporeans are not only looking for convenience in location but also for a onestop value shopping experience. They are seeking a place where it's easy to quickly find what they need, which offers good value for money, good service and is modern and com fortable" said Ashok Charan, executive director for Retail Measurement Services Singapore. The survey, which polled over 850 house holds at the end of last year says convenient locations, aggressive promotions and compet itive prices have led to the increase in popu larity of these supermarket chains. The trend also applies to Hypermarkets, Convenience stores and Petrol Marts. According to the findings, which used the Winning Brand-based ACNielsen store equity index to measure the strength of the store brand by examining the extent of consumers loyalty and satisfaction towards stores, FairPrice is able to offer the above, in addition to attractive prices and promotions for its items. The chain has an exceptionally high store equity index of 5.4 - the highest for any chain in Asia Pacific. "Yet while FairPrice reigns supreme, its competitors are carving out their own niche in Singapore's growing consumer packaged goods market" explained Ashok. "The prolif eration of store formats offers consumers a variety of shopping experiences, and it provides competition with the opportunity to grow their share further."

32 aDOiMARKETINGCOMMUNICATIONS

Among supermarkets, Cold Storage has Singapore. ACNielsen's ShopperTrends also carved out its own unique identity that is reveal that Convenience channel comprising strongly associated with strengthened in-store of 7 Eleven, Cheers and petrol marts, has ambience, high product quality and wide been booming for the past 10 years, each of range and variety. Meanwhile Dairy Farm these chains offers a different value proposi has grown to become a significant competitor tion and is attracting different profile of with strategy that encompasses 3 distinctly shoppers. positioned banners - Cold Storage, G Value, Personal care stores like Watson's and and Market Place. Guardian are drawing younger women who Hypermarkets, personal care shop at these outlets with considerable stores and convenience stores intensity - with Watson's hav are gaining prevalence in ing the highest top-of-mind Singapore as in the rest and spontaneous aware "With fewer than ness in the personal care of Asia. With the launch of Giant, fol stores category. one in four households lowing that of CarNot surprisingly the refour, hypermar expansion of the mod now shopping with them kets are increas ern trade has over Muthuswamy spends much ingly attracting shadowed the tradi more shoppers. tional trade outlets of his daylight hour reading Yet the 4% of such as wet market and provision shops Singaporeans who the newspaper, waiting for buy most of their which register a dec packaged consumer line in both the frequen the customer, that goods and fresh foods cy of visits and amount of seldom comes." in hypermarkets, repre money spent by shoppers in sent a minute proportion recent years. compared to that for some Despite the continued decline in other Asian countries like Thailand, popularity, the local mamma and pappa Korea and Taiwan where significantly over shop remains large and very significant today half the shoppers predominantly shop in this for its supply of fresh produce like vegetables, channel. meat and seafood. IWo in three shoppers sur This suggests that there is considerable veyed still continue to buy these fresh foods potential for the growth of hypermarkets in from wet markets.©

1000

(in RM)

Gross Income : Production Houses

Malaysian Creative Circle (MC*) awards call for entries. By 15 July 2003.

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2003

2TIME: 9.00 am to 5.00 pm (Saturdays)

Claimable under SBL scheme (Please send in your application to HRDC before the programme date for approval)

3VENUE: Institut Sledgehammer 22 B, Jalan Tun Mohd Fuad 1, Taman Tun Dr Ismail, 60000 Kuala Lumpur Tel: 7726 2588, 7722 5710 Fax: 7726 2598, 7722 5712 H/p: 016-383 0681 E-Mail: ragoosledge@yahoo.com

O MEDIA PLANNING WORKSHOP May 17 & 24

3COPYWRITING WORKSHOP June 30 & July 5

3 INTERACTIVE MARKETING WORKSHOP June 14

O§ a>8 o£

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Chin Weng Keong

Janet Lee

An advertising media professional with over 31 years of industry experience. Formerly Chairman of the Audit Bureau of Circulations from 1988 - 1990. Started MediaBase, Malaysia's first media specialist company, in 1991. Today she is Chairman of Carat Media Services Malaysia.

Weng Keong personifies a rare hybrid of creative, technical and strategic talents. He founded and runs Arachnid-Malaysia's most awarded interactive agency, focused on building brands using digital mediums. His decade-long brand-building experience continues digitally with Internet sites that won numerous awards in international portfolio.

Janet is the first Malaysian Copywriter to win prestigious pencil at The One Show. To date, Janet has won over 40 Kancil awards, as well numerous international awards, such as The Art Directors Club New York, Asian Awards and many more.

RM500.00 per participant RM450.00 per participant

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(if three or more from same company)

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Malaysian Creative Circle (MC 2 ) awards call for entries. By 15 July 2003.

I WORLD TNS IN TALKS TO BUY NFO Taylor Nelson Sofres has confirmed widespread speculation that it is in discussions with Inter

Capturing Commuters It's the Bus. It's TV. Welcome to the future of media...

public Group in relation to the potential acqui sition of NFO WorldGroup. It is anticipated that any proposed acquisition would be funded pri marily by debt and that any additional funding would not involve TNS making a rights issue to its shareholders.

• GETTY AND AGENCE FRANCE-PRESSE IN PARTNERSHIP Getty Images and Agence France-Presse have announced a strategic business relationship that is expected to be implemented during the second quarter of this year. Under the term of the agreement, Getty will have exclusive rights for the marketing of AFP images in North Amer ica and the United Kingdom. AFP will market Getty Images' photography covering North America to its daily newspaper subscribers in the rest of the world.

• GREY WINS US$100 MILLION NOKIA BUSINESS Nokia has awarded its US$100 million world wide launch of N-Gage, a new gaming mobile phone, to Grey Global Group's Grey Worldwide following a pitch.The US ad campaign will break this fall, with an international launch before the end of the 2003. Grey, Nokia's agency in Europe, pitched for the assignment against the other two international roster agencies that handle Nokia's cell phone business - Bates Worldwide in Asia and Dallas-based Richards Group in the US.

• ACNIELSEN: 62 GLOBAL MEGA BRANDS ACNielsen recently released a study which lists and categorises the world's biggest and most powerful consumer brands.

62 brands met

ACNielsen's criteria in identifying Global Mega Brand Franchises. In Asia, 36 mega brand fran chises were available in at least 10 Asian coun tries. The complete list can be found online at the news portion of the AC Nielsen global web site (http://www.acnielsen.com/news/).

• IRAQI DIS-INF0RMATI0N MINISTER IN AIRLINE AD WAR The Ireland based budget carrier Ryanair has courted controversy by using the image of the former Iraqi information minister in an adver tisement that rubbish its rival, Britain's Easy Jet. Mohammed Said Al-Sahab took the monicker "Comical Ali" for insisting his forces were butchering US troops even as Baghdad fell.The captions play on his insistence that US troops were being routed despite evidence to the con trary. He vanished shortly before American forces took over the Iraqi capital on April 9.EasyJet has slammed RyanAir,saying the Al Sahaf Ad was in "bad taste''

EASYJET'S HEAD OF INFORMATION

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36 aDOlMARKET1NGC0MMUNICATI0NS

ALTHOUGH not to the extreme of the sponsoring a music video time slot. American scene, Malaysian ad execs are "We also use BTV to educate," says Jef themselves fighting the declining stock of frey. "The medium has a big social respon captive audiences. If the TV remote wound sibility to educate the general public on var ed the 30-second TVC, soon-to-come record ious aspects of life. We provide time slots to able digital TVs should finish it off. Bus TV the bus company so that they can educate hopes to offer media planners a captive passengers on bus ethics. For instance, audience that can't switch channels, can't when you are sitting comfortably and an old turn away, can't press the mute button, and or pregnant lady boards the bus, and can't certainly can't up and move out of range of find a seat, it's the responsibility of young the screen. people social responsibility to offer their It is in fact, and alternative television media that seat. We are running clips like this. As well reaches an estimated one million commuters as clips about the correct disposal of chew daily. Currently dual 15-inch LCD BTV screens ing gum and things like this. This is about are installed in 48 Park attitude and upbring May busses in the Klang ing, though. We can't Valley. The company change this overnight." "We believe that there is a hopes to expand the media But then there's the to cover all 400 Fkrk May perception that bus paradigm shift happening in Klnag Valley busses by the commuting is the end of this year. domain of people on public transportation. Bus Future plans include the fringes of middleexpansion into all of the class Malaysia: the major population cen commuting is becoming more poor, disabled, elderly, tres, and eventually and the young. And integrated with the monorail country-wide. There's while capturing the cost efficiency in BTV youth market is alland light rail systems. advertising - a 15-secimportant, Jeffery does ond spot is rate carded n't completely agree at RM998 per month. with ADOI's assess That buys a client four spots per day on ment of bus commuters. each of the 48 busses. The system runs "We believe that there is a paradigm shift every day from 6am to 10pm on 96 moni happening in public transportation. Bus com tors on 48 busses. That's a minimum expo muting is becoming more integrated with the sure rate of 5,760 spots per month. Or a monorail and light rail systems. Buses take cost of around 20 sen per slot. But don't people from their homes to the LRT or the think of buying up a slot with change from monorail station," he says. "We see bus com your Malay Mail purchase. The above fig muting increasing, not declining." ures represent the minimum monthly com So what's the major attraction for bus mitment. companies then, in agreeing to this type of If anything, Jeffery Yue Sau Hung, man advertising? "Many are making big losses aging director, believes BTV initially will right now!" Jeffrey hurriedly points out. represent a good opportunity for small and "This is a win-win situation for advertising medium-scale companies that can't afford and content clients and the bus companies. to be on broadcast television. BTV is not all There's absolutely no added cost to the bus TVCs. There are entertainment and info companies. We come in ad set up and main tainment programmes. Currently MTV is tain everything." ©

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Call for Entry period. April 1st -May 31st 2003. Entries must reach PMAA Head Office pmaaawards@mdsa.com.au by 5pm May 31st 2003

Secretariat: Gillian Fredericks

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I ASIA • NEW MP AT LOWE HONG KONG Lowe Hong Kong has announced Stephen Li will take on regional development projects with Lowe Asia Pacific and will relinquish his management role in the Hong Kong office. Donald Lancaster will take on the managing director role for Hong Kong with immediate effect. • SPORTSCENTER ATTRACTS MOST PMEBS The Asia versions of SportsCenter on ESPN STAR Sports have become the top sports news shows as seen in peoplemetered markets across Asia. Taylor Nelson Sofres data shows that among professionals, managers, executives and busi nessmen, SportsCenter consistently rates up to four times better than any news programming on cable, and is the most popular sports news program among all cable subscribers. In April 2001, SportsCenter Hindi (for India) was created, followed by SportsCenter Taiwan and Sports Center Asia (for Southeast Asia and Hong Kong). Collectively, all three Asian versions of Sports Center go out to 127 million homes across the network's footprint. • OGILVY PR NAMES GACE DIRECTOR IN TAIWAN Ogilvy PR has announced that Kate Gace will join as executive director, international business in Taiwan. In this newly created position, Gace will be responsible for developing strategy.

providing counsel, and overseeing program implementation for a select number of Ogilvy PR's international clients. She will be based in Taipei. Gace began her career at Chicago-based Lesnik Communications. She later joined Sara Lee, and most recently, she served as COO for a venture-funded software company, which she co-founded in 1998. • PAGE AND GREEN APPOINTED AT BBC WORLD BBC World has named Simon Page as the new account director, North Asia, and Sarah Green as account manager,airtime sales. Page will be based in Hong Kong, and Green in Singapore. Page worked for nine years with the Dow Jones group, as well as Review Publishing, which was responsi ble for advertising sales for the Far Eastern Eco nomic Review in Hong Kong. Sarah Green has been transferred from BBC World's London head quarters where she has worked for three years as a senior account executive on the channel's airtime sales team. Previously she's worked with Zenith in London and with Waltcorp in Sydney. • AXN TO REACH NEPAL AXN, an action-adventure pay-TV network, has inked an exclusive distribution deal with Nepal's Continental Marketing which gives the channel access to approximately 300,000 homes in the kingdom. Continental is a pioneer in satellite television software sales and distribution and is the first-ever company to be granted govern mental permission to distribute foreign pay channels in Nepal.

• CNBC TIES UP WITH SHANGHAI MEDIA CNBC Asia Pacific and Shanghai Media Group have jointly announced a strategic partnership that will see global business and financial content from CNBC reaching audiences in China on Shanghai Media Group's Shanghai TV Business Channel. Shanghai Media will also provide business and financial information from China to CNBC viewers across Asia, Europe and the United States.The partnership has received approval from China's State Administration of Radio, Film and Television. On 14 April, CNBC began broadcasting live updates from Shanghai.

• OGILVY CHINA NAMES HARISH VASUDEVAN Harish Vasudevan, former South Asia President of OgilvyOne Worldwide, has been named Deputy Director of IBM brand services for Ogilvy Greater China. Based in Beijing, Vasudevan will oversee all communications for the IBM brand in Greater China. Vasudevan is a 15-year Ogilvy veteran from India. He previously served as South Asia pres ident of OgilvyOne Worldwide.

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Handling MEDIA and CUSTOMER RELATION in DIFFICULT TIMES. Customer Relationship Management:

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Strategic Media Relations conference nrffwl'li Winning Strategies for Optimising the Return on Your Media Relations Efforts

26 - 27 June 2003, Swissotel Merchant Court, Singapore Build Strong Relationships with the Press by Learning from the Best and Renowned Journalists, Chief Communicators and Media Relations Experts:

Key issues to be address include:

• PR Trends in the 21st Century

Academy Communication Bloomberg News Edelman Public Relations Worldwide Forbes Global Fuji Xerox Phaser Printing International Association of Business Communicators (IABC] Australia International Financing Review MasterCard International Neue Zuercher Zeitung Oracle Corporation (US) Reuters Singapore Ruder Finn Asia Singapore MRT Standard & Poor's Investment Services The Asian Banker The Salvation Army Upstream Asia VentureRepublic

• Strategic Us Opportunistic Media Relations • Cost-Effective Pitching Strategies • Chief Executives & Media Relations • Managing Media Relations in a Crisis • International Media Relations • Financial Media Relations • Performance Measurement for Media Relations

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REPLY SUP Please fax your reply slip to (65) 6227 1601

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Please send me more details on the following conference(s): • Customer Relationship Management, Jun 2003, Singapore

• Strategic Media Relations, Jun 2003, Singapore

• Advertising & Promotions, Aug/Sep 2003, Singapore

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I MALAYSIA • MAS CAMPAIGNSHELVED Malaysian Airlines has cancelled the second phase of its "Going beyond expectations" campaign, which was launched in mid-March and had been scheduled to run until 11 May. Additionally, Singapore Airlines halted its new Kris World campaign for two weeks in April, and Cathay Pacific pulled all of its advertising around the region. The reason for all of this? The deadly flu-like SARS virus, which has plagued Hong Kong, Singapore, Vietnam and other Asian countries.

MindShare Malaysia

launches 3D

• JELEKOM MALAYSIA HOLDS PITCH Agencies have pitched for the consolidated Telekom Malaysia creative and media accounts, worth an estimated RM60 million per year. The results are expected to be announced soon. Telekom Malaysia currently uses a number of agencies: FCB,TBWA, Astana and Zenith.

• TBWA SINGAPORE GETS REGIONAL BMW BUSINESS After an extensive, multi-agency review by R3 Asia Pacific, BMW Asia has announced the appointment of TBWA Singapore as its regional advertising agency and strategic partner. The appointment covers both TBWA and its sisteragency Tequila and will include advertising and marketing support for seven markets spanning from the Pacific to East Asia, for both the BMW and MINI brands. Other major TBWA Singapore accounts include Sony, Adidas, Apple, Mars, Haagen-Dazs, Nivea, Chivas Regal, Martell, DBS and Yeos.

• BEN HUNT JOINS BATEY Tony Lee, CEO of Batey Malaysia has announced the appointment of Ben Hunt as creative direc tor. "Ben worked with us before and did some fabulous ads," he said. "We look forward to see ing some more." Hunt has over 15 years of expe rience as a senior copywriter and creative director, thirteen of them in Asia. He has worked in Sin gapore, Malaysia, Hong Kong, Jakarta and Sri Lanka for agencies such as the Ball Partnership, DDB, JWT, D'Arcy,0&M and TBWA. He has won at One Show, Award Australia and D & AD. He's cap tured Best of Show at the Singapore Gong Show, and twice won the spike for best copywriting at the Asian Advertising Awards.

• PAKAR'S SIC A BIG WIN

Perunding Pakar Media's securing the Sepang International Circuit's global media business wasn't a flash-in-the pan business win. Pakar secured the RM2-3 million F1 account after successively man aging the Merdeka Millennium Endurance Race 2002 and the Malaysian Motorcycle Grand Prix 2002. The media house reports that ticket sales exceeded SIC targets. Pakar is a bumiputra media specialist. Carat holds a 30% stake in the company.

40 aDOiMARKETINGCOMMUNICATIONS

THIS April MindShare Group Malaysia

launched 3D a new single source research into consumer brand relationships, social dynamics and media consumption. This approach should enable identification of a client's most valuable customers and provide insight into why some are loyal and others are not. It also has the bonus of providing such statistics as 76% of adults are proud of Dr Mahathir Mohamad and 13% believe that they could be abducted by aliens. 3D research is already available in the Asia-Pacific region including Japan, Singa pore, India, Australia, and China. Through out the region MindShare is investing more than US$3 million on their proprietary research tool. Henry Tan the Managing Director of MindShare Group Malaysia explained "For too long the ad industry has been seeing advertising from the advertisers perspective. 3D helps us understand and see things from the consumers point of view, so that we can effectively sell to them." Under the tag line 'Planning for the real world' MindShare are making an effort to get closer to consumers and to find out how people really respond to brands and differ ent kinds of media. The research surveyed over 2000 adults in Peninsular Malaysia in August and September

last year. The results have been used to create brand involvement pyramids for over 400 brands in Malaysia. These chart the relative strength of a particular brand with consumers as compared to competitive brands. A small percentage of consumers are found to be 'committed' to a brand meaning they feel it is the best in the category, would recommend it to others and are unlikely to switch brands. On the other end of the scale there are the low value customers who are merely familiar with a brand name. The remaining consumers fall somewhere in the middle. The second dimension of 3D's results is the division of Malaysian society into six clusters of consumers. The largest group found was termed the Kampung Traditional ists at 35%, these were followed by the Bo Chaps or Tidak Apas (22%) after these two groups come the Wannabes (16%), Urban Traditionalists (14%), Bangsa Barus or Young Progressives (8%) and lastly Loners (5%). For each group MindShare have produced a typ ical consumer profile. The final dimension of 3D is analysis of different kinds of media from a consumer's perspective including electronic and outdoor media. It is interesting to note that despite this extensive investment in consumer and media research MindShare have been advertising their new proprietary tool on mainstream television and in the press.

KICKaBALL Opens in Ampang The meteoric rise in popularity of indoor futsal in Malaysia has spurned many entrepreneurs to open new footy venues. KICKaBALL is one such place.The seven-day-a-week venue is located in a blue-colour warehouse at Lot 378 in Jalan Ulu Kelang. Open from 10

am to midnight, the venue aims to establish its own niche in the market as an event-oriented venue - specially catering to groups for corporate outings, parties, get-togethers etc. Check the official website for more details (http://www.kickaball.com). ©

2003

MALAYSIAN ADVERTISING DIRECTORY

Now Open For Bookings! Now in its Sfffyear, the Malaysian Advertising Directory is back with its 2003 edition. BOOKING FORM o

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PublicRelations

TRANSPARENCY and Good Governance BY MILLICENT DANKER

ON March 24, 1998, following the Asian financial crisis, the Ministry of Finance established a high-level committee to exam ine a framework for corporate governance in Malaysia and to set standards of best practice for business and industry. Over the course of time, the Government, through various regulatory agencies, has fur ther improved this corporate governance framework; and today, Malaysia is believed to be among only a few countries in the region that have laid down a quality frame work against which to benchmark practices of the corporate sector. Among the measures taken were amendments to the Securities Industry Act, promulgation of the Financial Reporting Act 1997, changes to the Compa nies Act and the roll-out of the Malaysian Code on Corporate Governance. Meanwhile, the Kuala Lumpur Stock Exchange is also more vigilant with regard to pics, advocating greater compliance of KLSE Listing Requirements, which now serve to encourage the practice of good corporate governance. Enforcement has been stepped up, and sanctions imposed on errant pics range from reprimands to fines. What is CG? Contrary to popular under standing, corporate governance did not begin with the Enron Affair, but had its defining moment with the Cadbury Report of 1986 in the UK. It took on new importance, howev er, after the saga of mega accounting scan dals in the US. Today, corporate governance has come to imply reform in the way companies are managed, better business ethics and princi ples, greater transparency and disclosure, creation of shareholder value, concern for the rights of minority shareholders, princi ples-based global accounting standards, new Board accountabilities, audit committees, better financial reporting, and corporate social responsibility. What does this mean to communicators? There are huge communication implications. First, if you are driving communication for a pic, you must ensure that a statement of cor porate governance has been articulated and made available for all to read, including employees, who need to understand it, and subscribe to its principles. Second, you need a Communication

42 0DOIMARKEHNGCOMMUNICATIONS

Policy or Disclosure Policy to support your desired image as a well-governed organi sation. This policy has to advocate trans parency, and address issues like: • How often your company communicates, and with whom • Whether it practises a policy of equal access to information • How it strengthens all the links in the corporate-reporting supply chain • Identifying key players in this chain. Who are the spokespersons? Are they trained to communicate? • The frequency of corporate and financial communication • Benchmarking against Malaysian and global standards In this regard, take a look at Chapter 9 of The Listing Requirements of the KLSE, which provide a needed benchmark. On Corporate Disclosure Policy, it says: "A listed issuer (by this is meant a publiclisted company) must, in accordance with these Requirements, disclose to the public all material information necessary for informed investing and take reasonable steps to ensure that all who invest in its securities enjoy equal access to such information." As part of the ongoing global debate on CG one word - transparency - keeps recur ring. A CEO, whose name shall remain anonymous, was heard to say: "In the past, we never realised that to be transparent - taking off your clothes, as it were - would be appreciated by the rest of the world!" So transparent we must now all become. Why is improved and greater transparency in corporate reporting so prized? To quote global services firm PricewaterhouseCoopers Malaysia, there are two main advantages: 1. Players in the same market that track the path for greater transparency create greater shareholder value, perhaps in the form of higher share prices, as market research seems to indicate; and 2. The company that is more transparent, and its country of domicile as well, becomes more attractive to foreign investors. What does transparency call for? • Quality corporate reporting for one. Reporting beyond regulatory require ments. Quality information that helps people make good investment decisions. Financial information but also, increas ingly, non-financial information. Business

plans, rationalisation, HR developments, global initiatives, risk management, future strategies, and even CSR because companies are now expected to be more ethical and grow their business not merely for profit alone • Greater regularity of communication. Com munication that stakeholders can expect, on a regular and scheduled basis. • More players. Transparency calls for action from not only CEOs, but also com pany executives, boards of directors, inde pendent auditors, information distribu tors, analysts, media and investors • Better clarity. Information must be plain and presented in a language that everyone understands. There is no sense in being obtuse. Today, investor or analyst reports are full of "corporate speak" that tends to confuse and distort information. This is equivalent to political propaganda, and the average retail 'auntie' shareholder cannot understand what is going on • Better ethics. Embracing a spirit of trans parency, a culture of accountability and employing spokespersons of integrity. Ethics also concerns issues of reliability • Timeliness. Information needs to be time ly so it is relevant. Equally importantly, there should be equal access to informa tion by all stakeholder groups, implying that information must be made available to all stakeholders at the same time. What, then, must companies do? There are three key points to consider: 1. Articulate a Disclosure Policy and have this spell out the responsibilities in terms of compliance and other parameters. The policy should also spell out the core CG principles - transparency, accountability, reliability, simplicity, clarity - and identify the spokespersons 2. Ensure that all spokespersons are fully trained to communicate and communicate well and that there is buy-in of the policy at all levels. 3. Ensure that open and ethical communi cation, both internal and external, feature prominently in the company's Mission and Core Values. There are other issues of transparency such as, how far should a company go - but that would be outside the scope of this article. © Millicent Danker is the principal consultant of Perception Management Sdn Bhd, a global partner of Golin/Harris International.

'Young' Koh Wins ADOI Award WHAT role can a "suit" play in advertising and business? Think of them as the 'forefront' executives who step out to build solid rela tionships between clients and agency thus generating bigger brands and better business. In recognition of their contributions, ADOI organised the Power Suits 2003 to honour Malaysia's advertising front liners. It is the first award show in Malaysia dedicated to account management professionals. Nomi nees in six categories faced a tough panel of judges comprising advertising gurus and experts from client and agency side. For newcomers to the industry competing for the Young Suit of the Year, facing some of the industry's best was a daunting task. It was indeed a tough challenge, but one outstanding individual proved her prowess for the industry affirming her "bright future in advertising." That was none other than Jessica Koh of DDB International, a confident, sharp, gutsy and energetic account executive with an incredible amount of passion and commit ment for her client's business and brand. As she puts it, "It's not a client's brand, but our

brand. We should live, eat and feel the brand as much as our clients do." Koh is a natural leader with maturity that belies her age and experience. Her ability to take charge of situations, as well as her effi ciency and accuracy at work makes her a men tor to her fellow workers, an encouragement to her superiors and an ace account servicing pro fessional to her clients. Koh attributes her success to DDB Inter national's culture of leading and training. She affirms that the opportunities and encourage ment provided by the management has allowed her to grow on a professional and per sonal level, and given her the edge over other nominees. "Jessica's win reinforces the DDB Interna tional commitment to people first, then prod uct and profit," said DDB International chief operating officer Florence Loh. "We believe in hiring the best; every person in this agency is earmarked and groomed through training to be leaders and strategic thinkers of the industry. We place our highest commitment and invest ment into building our people." ©

WordSmith

What's on our bookshelf this month? BY MC ABDULLAH

No Visitors Allowed Author: the late John Machado NO VISITORS ALLOWED •• . i This collection of four short stories has been published posthumously by the estate of the late John Machado, a Malaysian advertising legend. According to the book, by the end of his life in May 1998, John had amassed at least two volumes of unpublished creative fiction - short stories, a novella, and the first draft of a novel. The four stories, which appear in this book, seemed to be the most complete in the eyes of the publishers, and are a lasting and definitive tribute to a true creative genius. BIG M, little m: New Strategies for a New Asia Author: David Ketchum Website: http://www.bigmlittlem. com

Author Ketchum is CEO of Upstream Asia and a long time Asia resident with corporate and consulting experience. In this text he discusses the arrival of the WTO in China and Tai wan, growing transparency in business practices, and the impact of reforms arising from the 1997 financial crisis. Essentially a call to action to marketers in Asia to re-think strategies (Big M marketing) and tactics (little m marketing). Is Anybody Out There? The New Blueprint for Marketing Communica tions in the 21st Century Authors: Mark Austin and Jim Aitchison The authors were in town in March 2003 to launch this text - touted to be the first book offering a plan for "connecting brands and consumers holistically." The text

"In recognition of their contributions, ADOI organised the Power Suits 2003 to honour Malaysia's advertising front liners. It is the first award show in Malaysia dedicated to account management professionals."

shows how to achieve measurable returns on marketing communications investments in the ever-fragmenting media landscape. Flicking Your Creative Switch: Developing Brighter Ideas For Business Author: Wayne Lotherington This book is based around six creative-thinking tools: Eyes of Experts, Random Word, What's Hot, Extremes, Curly Questions and Exquis ite Corpse. The author is the founder and CEO of Allsorts Habit Creation, an interna tional consulting and training business with clients in Australia, Asia and the Americas; his 20-plus years of experience has made his understanding of consumers and brands almost invaluable. The 360 Degree Brand in Asia Authors: Mark Blair, Richard Armstrong and Mike Murphy Written by three top Ogilvy & Mather executives in Asia, 360 Degree Brand unlocks the secrets of one of O&M's proprietary tools to non-Ogilvy clients and agency competitors. The text and case studies offered within the book are interesting, succinct and perhaps most importantly, relevant.®

aDOlMARKEI1NGC0MMUNICATI0NS 43

If only they had worn bermuda shorts too...

Nita from Big Tree, the rose among the thorns.

Two guys two girls and a bowling alley.

Big smiles before the games begin.

44 aDOi MARKETINGCOMMUNICATIONS

ESPN Bowling Night

The clowns from GanforHire, oblivious to the way they look...excepting the prize for best dressed.

Baavani from Leo Burnett proudly excepting her prize for Gutter Queen.

Graceful team from Leo Burnett went home with their heads held high...and the gutter queen trophy.

THE ESPN DIA BOW NC QQl I 2(X"- At YS1'j| m

The Art Shop radiating with red

Happy winners from Astro....again!

Cyber Village, definite should not be allowed to play with ameteurs from the ad industry.

The team from GanforHire showing off their winning attire.

Good boys from the Astro team who refused to have their free beer!

Whata cool pair of shoes....

HE ESPN STABJjPOf dowlING c |^PE >|1.2003 MALAV*

Smiling widely after receiving a one year subscription for ADO! magazine

How many prizes are they giving these guys?

Player from Cyber Village...should play for the professional league

The MC looks happier than the guy getting the prize....

3DC MARKET1NGC0MMUNICATI0NS 45

No Murphy's

Law here! Mike Murphy

BY LENA NIGHTINGALE AT a Business Week boardroom briefing club event in Kuala Lumpur recently Mike Murphy of Ogilvy spoke about a book he has written with Mark Blair and Richard Armstrong, The 360 Degree Brand in Asia. The book explains Ogilvy's latest pro-prietary tool illustrated with examples from around the region. It is consciously a "mani festo for how to run the Ogilvy group." The essence of the argument is that "Brands drive business and brands drive profits." In order to do this Murphy believes that brand should be positioned not in the marketing department but at the top of the company The aim of the 360-degree approach is to create bonded customers who would never buy or use another brand. To use Murphy's example, bikers who have Harley Davidson tattooed on their arms would not be caught dead with a Japanese motorcycle. As Murphy observed in every category tested, 20% of the customers generate 80% of the profits. In order to create these staunchly loyal cus tomers businesses need to move away from the replication and repetition of integration towards resonance and involvement with the audience. Murphy says, "Today everything is a brand" from Nike, to Dr Mahathir. In fact, according to Murphy, anything that evokes feelings in people's hearts is a brand. He explained that a brand is composed of a totality of experiences made up from any and every point of contact with the consumers. This means that brand solutions must go way beyond marketing communications and adver tising. Murphy drew an example from Dave Olsen of Starbucks who when asked what was the most important factor contributing to Star bucks' success replied 'Everything matters'. So Murphy explains businesses must ensure that all communication and points of contact that the consumer has with the brand must be positive. In the case of Starbucks the cup is as important as the coffee, and the per son behind the counter is as important as the cleanliness of the shop floor. Although at var 46 8D01MARKET1NGC0MMUNICATI0NS

... everything is a brand and that every experience the customer has in connection with this brand contributes to their perception of it therefore businesses must pay attention to all aspects of their product and service in order to be successful... ious points in time one may assume more importance. This insight Murphy, Blair and Armstrong consider to be 360-degree thinking. So for the advertising industry this means that there has to be more "media neutral" thinking. Rather than use TV commercials as a reflex there needs to be more creativity, as the solution may not even involve advertising. This does seem to be the way the industry is moving particularly in the case of products such as cigarettes or alcohol that have legal restrictions on advertising.

Creating More Effective Marketing Communications Mark Blair Richard Armstrong Mike Murphy

The ultimate solution may be a complete restructuring of the company so that the brand becomes the most important thing for every department and so that all employees are working towards the same goals for the brand.

This would involve much more communica tion between different departments. In the book, the authors cite some exam ples of successful and innovative Ogilvy cam paigns such as the Economist writing "Rest your case" on an airport trolley and "Well-con nected" across three coaches of the sky train in Bangkok. They also used the God campaign in Singapore, which included the opportunity to receive SMS messages from one's maker. These developments have a knock on effect on how agencies get paid as it makes more sense to move from commission to a fee based sys tem. The book explains differentiation is dead, products are becoming, or being perceived as, increasingly similar. Murphy thinks that Ogilvy is well placed to offer 360-degree exper tise as it has always espoused broad-based thinking. Within the organisation the other dis ciplines are not subservient to advertising. And their emphasis on training means that all employees understand and try to deliver the Ogilvy brand. Big brands, according to the authors of The 360 Degree Brand in Asia, "build from an important universal human truth." In the case of Ogilvy, Murphy explained, the brand is based on the understanding that they are in business to help clients and they want their clients to feel that Ogilvy will increase their profits. It seems that Murphy uses the term brand to refer to the whole business. When asked about customer service Murphy replied "It does not affect branding it affects brands it affects what you might call products, it affects companies." So the 360-degree insight is everything in a brand and that every experience the customer has in connection with this brand contributes to their perception of it therefore businesses must pay attention to all aspects of their prod uct and service in order to be successful.

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Congratulations to everybody who helped make it possible. Fan support has increased tremendously since our last survey. At the last count, MY FM reached 2.2 million listeners or over 700,000 more than our nearest competitor. To all loyal listeners, our heartiest thanks for your incredible support.

Wmm

Klang Valley 101.8 • Penang/Alor Setar 99.7 • Ipoh 100.6 • Seremban 100.6 • Melaka 106.4 • Johor Bahru 95.4 • Kuantan 101.1 • K. Terengganu 101.2 • Kota Bharu 102.3 • Taiping 100.2 • Kuching 96.9 • Kota Kinabalu 104.