ideas + insights + inspiration
Years of Excellence
mB^ sm- mm
With all the merinfent let's not forget those who have little reason to celebrate. TV3 wishes all ADOI readers a good year filled with inspiration and compassion.
You can make a difference by contributing to the Tabung TV3 Bersamamu by: Cheque: Tabung TV3 Bersamamu - BSM and send to RO Box 11124, 50736, Kuaia Lumpur. SMS: Type Tabung2 for RM2. TabungS for RM5 and TabuogiO for RIW10 and send to 33533.
Happy New Year! Youve now seen our new size, new look, new masthead and hopefully, feel our new energy too. We have adopted a size commonly referred in printer-speak as the American Portfolio, expanded our pages to 100 and are com ing to you perfect bound! It's all about more engaging, more enriching content and thought-provoking issues brought to the fore. We hope you like it, we hope you support it and we hope you see the value of advertising with us. More importantly, if you re still receiving this magazine free, maybe it's time you subscribed a copy.There's a coupon in this issue for you to do so. Maybe. We are almost 9 years old and our monthly circulation of6,405 copies is audited by ABC. I'm pleased to add that Aider has joined our DTP side replacing our seasoned designer Ali, who has decided to run a different race. And importantly, we have hired top gun Jeffrey Hamid to handle marketing and sales (hands off ladies!). For readers to enjoy even a more holistic experience of our offerings, our website is beginning to buzz (it was purring in December). Plus for those of you who've been missing our instant news alerts, please sign up as a registered user at www.adoimagazine.com. It s free (for now). My take on 2006? It will be a raging series of inevitable wars:Telco wars, television wars, newspaper wars, commission wars, discount wars, award-show wars, and of course, the ego wars. We'll also witness the emergence of monopolies, some gargantuan, some big enough to mess around with you and some monopolistic by default - driven by political masters. But the biggest war will be waged for the continuation or destruction of MIM. Too many people have their livelihoods at stake here, a lot of them have already suffered loss of income as we speak. As I had written before, it's not as if the whole world wants Malaysia to abolish MIM. MIM is not WTO. So I have no idea why we are so bent on being suicidal. To serve our masters from HQ^somewhere in the West? The same people who can decide if you die or live with a single stroke? Look happened to D'Arcy. Did the people who worked in D'Arcy have any say when their masters pulled the plug on them, shooting them straight to oblivion overnight? It's mind-boggling: we beg our government to help us and they do. Then we tell them please do not help us, we'll now help ourselves. Hey, make up your minds. Please do not blame the government when you have no work and no income. At a time when our revenues are shrinking in the advertising business, MIM may be the only process that can assure us of money to compensate for the shortfall Those who oppose its continuation thirst for Armageddon. And I'm not just talking about agency people only; even marketing/advertising professionals sitting pretty on the client side will face the axe. Everything that goes around comes around. Meantime, here's wishing you and your loved ones a year of love and laughter!
r MAGIC NUMBER
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Please note that the correct number for Oriental Daily is 03-4048 1111 and not as printed in the Malaysian Advertising Directory (MAD) 2005.
|news, views, issues, bouquets... 8 COVER STORY Naga DDB has proven itself as a leader consistently over the years, 2005 being the most glaringly apparent. Besides liv ing the believe in creating better ideas for better results, Adoi discovers that there is more than meets the eye... 28
Was that a year already? The question that still revolves in many as the year 2005 is accidentally' penned... Greg Paull reflects on new businesses that shaped the year along with the grow ing (shrinking) agency-client relationship. Only the para noid will survive. 30
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LOOKING FORWARD TO 2006
Brain Gain claiming jovially to be a man who still plays with toys, Anurag Batra, the Editor-in-chief of Exchange4media, concisely describes the scene of adver tising in India. He sees the winds of change moving Ma laysian agencies to India, and Indian professionals invited to Malaysia as mentors to retool Malay sians as we face a brain drain... 20 Watts up in 2006? Nicky Watts' crystal ball paints true horrors descending on the advertising industry including the inevitable slow death of the local TVC industry. As the gruesome tale unravels.... Is 2006 for better or worse..
24 Shining Moments in Philip pine Roger Pe shares the joy on a trip down ad memory lane, 2005 as Phil ippine treks its way from AdFest to Cannes and more...
Chuc Mung Nam Moi, Vietnam! Happy New Year Vietnam, is what Kathleen Mojica feels will be in 2006. Vietnamese advertising grows in sophistica tion as it turns 12. Kathleen proudly regales how advertising in Vietnam has evolved over the years to stand now with the strength and character that would leave one envious...
26 E-volution Within the next 3 years, two-thirds of large corporations will half its ad budgets for TV channeling, it into online advertising buys... would David Verklin, CEO of Carat America hit the nail on the head this time? Josh Sklar defines what is still relevant today.
ADOI MARKETING COMMUNICATIONS MAGAZINE
Coming March
46 Globalization 3.something Looking beyond globalization 3.0 that de scribes an individual led globalization (en abled by the wire world), Sudhansu Sorawala rings in the year from the realm of the music world. Has the music in dustry (inadvertently) found another lucrative use for its products with ringtones? 47 New Challenges ...of the ad agency. Mack Zulkifly explores how agencies can lay claim to the client partnership' bragging rights rath er than a mere vendor, which many are falling in right now.
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77 DM2006 Will George W. Bush win 2005 Di rect Marketer of the Year? Kurt Crocker, in his quirky way, pon ders on the "Direct Marketing" strategy sets forth by the Bush administration sometime after 9/11. 78 2006 Outlook Chris Jacques, CEO of Y&R and Wunderman Asia reveals that some agencies in China are now giving away their creative products for free. Chris redefines the meaning of being the sole source of a creative counsel... 80 The Year of Boutique Style David Mayo, Chairman of Redcard Sin gapore, Stockholm, San Francisco unveils Ad Vogue 2006.
MAVERICK ADMAN
Sam Baman Balsara, Chairman and MD, Madison communications, also the fifth most influential per son in India, is hailed in for his guts and wit. Scor ing many successes on his ventures in the advertis ing industry, Sam credits it all to luck. Clambering his way to create the largest independent agency, the Madisonite way, he attributes it all to luck. You may stand a chance to meet this admirable ad man in March at the Malaysian Media Congress!
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RINGING IN THE CHANGES AT TELEKOM MALAYSIA
The purpose of the rebranding TM is still unclear to many. Dato' Ranbir Singh speaks on the efforts of the TM team for not only the facelift but also its entire culture.
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TOPGUNSATGUNN
The annual global creative yardstick is back with many shocking surprises.
REGIONAL CEO Harmandar Singh aka Ham ham@ pop.jaring.my MARKETING Jeffrey Hamid Jeff@ham.com.my REGIONAL EDITOR Dean Johns dean@ham.com.my EDITOR Monica Wong monica@ham.com.my DESIGNERS TM Ali Basir Eric Chen CONTRIBUTORS David Mayo Anurag Batra Josh Sklar Mack Zulkifly Roger Pe Greg Paull Kathleen Mojica Sudhansu Sorawala Chris Jacques Kurt Crocker PRINTER Print Lodge DISTRIBUTION Platinum Publishers Five E-Comm 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: 603-7722 5712 © All rights reserved by Sledgeham mer Communications (M) Sdn. Bhd. No part of this magazine may be re produced in any form without prior permission in writing from the pub lisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher assumes no responsibil ity for errors or omissions or/for any consequences of reliance of informa tion in this publication. The opinions expressed in this publication do not
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ADOI MAGAZINE ARCHIVES
by Dean Johns
ADOI MARKETING COMMUNICATIONS MAGAZINE
CoverStory
Management Team from left to right: Lim Wai Yee, Andrew Leong, Alvin Teoh, Lau Sulin, Alan Lim, Kelvin Chan, Lionel Koh, Choo Lee Peng, Ted Lim and Kay Ahmad
Datuk Vincent Executive Chah Naga DDB roup /
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BetterldeasBetterResultsŽ While to my mind this DDB Worldwide slogan is as mundane as any ever coined, there's no denying that the network delivers precisely what it promises. DDB stands proudly out from the crowd in country after country, year after year. Look: Naga DDB has not only won the accolade of Agency of the Year at the 2005 Kancil Awards — a stunning achievement in itself- but is also the only agency to be ranked in the top three in Malaysia for six years in a row by Campaign Brief Asia; the only Malaysian agency to win Asian Brand Marketing Effectiveness (ABME) Awards three years running; and the only agency to have won eight ADOI Power Suit Awards, including two Power Suit of the Year Awards - in the past three years. And that's just in Malaysia and the Region. In 2005, as well as bagging 21 awards and the inaugural Agency of the Year title at the Kancils, Naga DDB also shone in the global arena, winning Malaysia's first-ever D&AD Yellow Pencil, Malaysia's only two Silver Lions from Cannes, and a record-setting 10 inclusions in The Work 2005 an annual compilation of the best and mostawarded advertising in Asia Pacific. More remarkably still, Naga DDB is far from alone in the brilliance and consistency of its achievements compared with the rest of the DDB Worldwide network The 206 DDB offices and 12,000 staff around the world have won more Cannes Lions and IPA Effectiveness awards than any other agency network for the past seven years. DDB was named Global Agency of the Year in 2004 by ADWEEK, Advertising Age and The Gurtn Report, and has
ADOI MARKETING COMMUNICATIONS MAGAZINE
Creative Team with turbanned stranger
won CLIO Global Network of the Year for four years straight. There is no doubt that the face of Naga DDB, to the advertising industry, has been it s Executive Chairman, Datuk Vincent Lee. A recollection of a past interview reminds me of Datuks refusal for the acceptance of glory for their successes. Whenever he is congratulated, he remains adamant that it is the work of his able subordinate leaders. The question that however remains is how do they do it? Adoi goes behind the scene to speak with Andrew Leong, General Manager and
Ted Lim, Executive Creative Director, the new' people supporting behind the dragons strength. What's the DDB secret? That was the question on our minds at ADOI when we recently spoke to two of the main movers and shakers at Naga DDB, General Manager Andrew Leong and ECD Ted Lim. When asked of their secret, Ted commented that Naga DDB s creative strength comes from
CREATIVE & EFFECTIVENESS AWARDS WON IN 2005 ASIA-PACIFIC ADVERTISING FESTIVAL (ADFEST) 1 2 3
4
CATEGORY Direct Mail Outdoor Outdoor
ULltrM 1 /fKUL/Ut 1
Naga DDB Hari Raya Greetings Nikon Panasonic Slim7 Home Shower EUT Marketing/ Wonderbra
TITLE "Security Guard" "School Photo" "Print" "White Board"
AWARD Silver Bronze Bronze Bronze
CATEGORY Poster
CLIENT/PRODUCT Nikon
TITLE "School Photo"
AWARD Yellow Pencil
D&AD 1
CREATIVE & EFFECTIVENESS AWARDS WON IN 2005 1
L
CATEGORY Poster Innovative Media Poster Campaign
CLIENT/PRODUCT Nikon Ministry ofTransport RTM
TITLE "School Photo" "Taxi Top" "Radio City"
AWARD Bronze Finalist Finalist
CLIENT/PRODUCT EUT Marketing/ Wonderbra EUT Marketing/ Wonderbra Ministry ofTransport/ Drink-Driving Prevention Ministry ofTransport/ Drink-Driving Prevention Naga DDB
TITLE "Whiteboard" "Whiteboard" "Paper Car" "Taxi Top" "Security Guard"
AWARD Silver Lion Silver Lion Shortlist Shortlist Shortlist
CANNES LIONS
t !
2 3 4 5
CATEGORY Press Lions Outdoor Lions Media Lions Media Lions Lions Direct
AUSTRALASIAN WRITERS CATEGORY Print Innovative Media
1 2
ART DIRECTORS AWARDS CLIENT/PRODUCT TITLE EUT Marketing/ Wonderbra "Whiteboard" Ministry ofTransport/ Drink-Driving Prevention "Paper Car"
/
AWARD Bronze Bronze
MALAYSIAN CREATIVE CIRCLE (MC2) AWARDS CATEGORY Print Direct Marketing
1 2
CLIENT/PRODUCT Nikon Naga DDB
TITLE "School Photo" "Security Guard"
AWARD Gold Bronze
CLIENT/PRODUCT Nikon Nikon EUT/Wonderbra EUT/Wonderbra RTM/Traxx FM DiGi Postpaid Malaysian Media Congress RTM/Traxx FM RTM/Traxx FM DiGi Postpaid DiGi Postpaid DiGi Postpaid Panasonic Slim 7 Home Shower Panasonic Slim 7 Home Shower Naga DDB/Hari Raya Greetings Ministry of Transport
TITLE "School Photo" "School Photo" "Whiteboard" "Whiteboard" "Saviour" "Names/Poems/Song" "Possessed" "Saviour/Achiever/Hero" "Hero" "Names" "Poems" "Song" "Lizard" "Print" "Security Guard" "Taxi Top"
AWARD Gold Silver Silver Silver Silver Silver Silver Bronze Bronze ronze
TITLE "Windows" "Theme Park" "Beach" Tourism Malaysia
AWARD Silver Silver Silver "Eco Tourism"
TITLE "Endangered Species" "Endangered Species" "Last Wish" "Salted Fish"
AWARD Bronze Bronze Merit Merit
KANCIL AWARDS CATEGORY Print (Household Durables) Poster Print (Apparel) Poster Radio (Corp 8cSelf-Promo) Radio Campaign Film Direction Radio Campaign Radio (Corp &Self-Promo) Radio (Retail &c Promo) Radio (Retail &c Promo) Radio (Retail & Promo) Film (Household Durables) Poster Agency Self-Promo Innovative Media
10 11 12 13 14 15 16
ASIA TRAVEL & TOURISM AWARDS 1 2 3 4 Bronze
CATEGORY CLIENT/PRODUCT Best Poster, In-Store/Street Tourism Malaysia Best Theme Park Advertisement Tourism Malaysia Best Photography, Scenic Tourism Malaysia Best Nature Tourism Advertisement
AIR AWARDS (MalaysianAssociation ofCommercial Radio Operators) CATEGORY Tech, Ind 8c Office Equipment Copywriting in English Automobiles (BM) Copywriting in Chinese
1 2 3 4
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CLIENT/PRODUCT DiGi 1-sen SMS DiGi 1-sen SMS Perodua Kancil DiGi 3-sen SMS
ADOI MARKETING COMMUNICATIONS MAGAZINE
"the ability to accept other peoples' points-of- short to sacrifice so much of it to living with a bastard." view. The biggest problem with our industry, As Andrew explained, "we adhere to the he continued, "is peoples' egos. There are too DDB Worldwide operating philosophy of many people with more ego than talent. If we 'People, Product, Profit.' In that order. By can put our egos aside and see that good ideas having the very best people working for us, we can come from anywhere, anytime, the better ensure the best product for our clients." Naga we'll be." Asked directly why he thought one DDB's excellence in upholdingthis philosophy of his people some time ago meant when he was recognized by DDB Worldwide with the said that Ted was his "best creative director Four Freedoms Award in 2003. What on ever, he blushed (true!), thought for a while earth, I asked, are the Four Freedoms? Andrew and replied "I just try to be fair and decent to gave me a copy of the card-sized concertinapeople." fold Four Freedoms leaflet that he carries with Andrew, who in his low-key fashion has him always. Written by Keith Reinhard, DDB seemed to me as fair and decent a person as Worldwide Chairman, in 1987, it requires that you'd wish to meet in this or any other business, "the managers of DDB Worldwide all strive agreed. "In some mysterious way when people join this agency they tend to adopt the personas to provide, within each agency's structure, four of Bill (Bernbach) and Datuk ( Vincent Lee). freedoms to each individual." Freedom from There's a strong spirit of pursuing a win-win fear. Freedom to fail. Freedom from chaos. situation between creatives, suits and clients. Freedom to be. The leaflet is too lengthy to quote here, There's a strange dynamic in this company and we can't in any case, as it's Š 2003 DDB that's different from others; that encourages Worldwide Communications Group. Maybe suits to come up with ideas,and creative people you can beg a copy from a friend at DDB. to ask sound marketing questions, so that we We've read it closely several times, and it looks all think beyond our fields of expertise." to us as close as we'll ever get to the "secret" of DDB's astonishing success. Not that it's a The Winning Culture Andrew made another interesting point, secret that, as simple and straight-forward as it observing that " while the tag of'the biggest' appears, would be easy to steal but practically has been attached to us, the funny thing is we impossible to emulate with as much success don't act like a big agency. We act more like as Naga DDB. In fact most organizations a start-up agency, we are very entrepreneurial we've seen wouldn't have a hope in hell of and hungry. Many of our clients are the treating people with the blend of dignity, care, same. They have the "challenger" attitude of consistency and understanding that The Four aggressively chasing growth. That is probably Freedoms specifies, even if they wanted to. In why we tend to have very long relationships fact some that we've worked for haven't had the with our clients, like 20 years with Panasonic, wit to grant its people any of such freedoms, let alone guarantee all four. DDB, however, eight years with Digi, and so on." Harking back to Ted's "fair and decent has apparently for decades had the wisdom to person" comment, I was reminded of DDB hire "both nice and talented" people, and the founder Bill Bernbach's most famous remark will to value, cherish, appreciate, celebrate and about the people he wanted in his agency. develop them. As Andrew surmises, the special feeling The guys handed us a copy of the book Bill in Naga DDB is to the credit of everyone in Bernbach said... from which I quote: "When the agency, but ultimately "comes from both we started our agency, we had in mind our founders Datuk Vincent Lee and Bill precisely the kind of people we wanted with Bernbach." Indeed the founders of both DDB us. There were two requirements: you had to and Naga DDB, had instilled a sound winning be talented and you had to be nice. If you were culture for the people of Naga DDB. To which nice but without talent, we were very sorry but we at ADOI can only add, congratulations on you just wouldn't do.We had to make it. And all your success. You deserve it. Keith Reinhard only great talent would help us do that. If you must be proud of you all, just as the great Bill were a great talent, but not a nice person, we Bernbach would be. had no hesitation in saying 'No.' Life is too
"Being crowned Agency Of The Year is great, hut what matters more is the fact that Naga DDB..is the country s most consistently awarded ad agency." - Ted Lim, Executive Creative Director, Naga DDB.
"In some mysterious way when people join this agency they tend to adopt the personas of Bill (Bernabach) and Datuk (Vincent Lee). There's a strong spirit of pursuing a win-win situation between creatives, suits and clients." - Andrew Leong General Manager, Naga DDB.
LATEST: Naga DDB has made it into Campaign UK's Ten Best International Posters2005 with Wonderbra 'Whiteboard".
TIMEOUT - ADVERTORIAL
BODY, MIND AND SOUL I didn't have to leave Malaysia to enjoy my uniquely Balinese Spa experience.
Prasanti Spa owner Sheila, describes the jour ney, "Balinese massages and spa treatments are just like their cuisine with tastes. The people of Bali are full of life, that flavorful ingredients like ginger, garlic, lemongrass, limes and chil lies are typically grounded into pastes or sambals, not just for cooking fish and poultry, but also used in body wraps, massages and various other traditional uses". of massages (Balinese, Aromatherapy, Thai Prasanti definitely spells Bali. From the out Hot Ball Compress and Hot Stone Treat side, it misleads many to think it is just one of ment); various full spa packages ranging from the many spas in Malaysia. a total Pamper, Thalaspa De But as you walk in, you are The essence of these tox, Post natal and of course, welcomed through a cor massages comes from a Pre-Wedding Bridal Top ridor created with bamboo, the combination deep to toe Pamper service. Plus, which leads to the Balineseand light strokes... there's also a special intimate styled garden, then a wait two-some Package - for ing lounge where intricately couple(s) who want to spend designed teak furniture, comfortable throw a spa session together - all which takes place cushions and tall Balinese vases grace your ar in a well decorated couples only room. rival. ., r . . t i rrasantis menu of services includes a variety y n
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ADOI MARKETING COMMUNICATIONS MAGAZINE
F°r those who feels the need for a regular ^ ^ ^ , Jf detox spa treatment, the Thalaspa Detox
and other massage kneading techniques that package is a must try. A body massage using penetrate into the muscles and nerves dur toxi-clear oils of cypress, geranium, grapefruit, ing the sessions. The end results for all these lemon and rosemary oil, an exfoliate session massages offers the joy of being relieved of all with marine salt scrub and body pack made "knotted-up, tensed" emotions and improved from relaxing re-mineralized seaweed is an blood circulation in our body. essential part of the process - followed by a wrap(ping)-up body session in a hot thermal The in- house facial blanket which helps spa is a form of East purge out the unwant meets West technique, The deep and rapid diffusion ed impurities and tox of the essential oils into the skin using only the best ins hence making your European products results in the highest body feel purified and offered from Carole totally rejuvenated. performing natural antiFranck Paris. Aro ageing skin care matherapy and phy Customer will defi totherapy are at the nitely be taken in by the heart of all Carole Franck products - which traditional styled Balinese, Aromatherapy and uses only the best found essential oils as it's Hot Stone massages that is popular at Pras products main ingredient. These essential oils anti too. The Spas Balinese trained therapists contains natural benefits that encourage and can take a simple exfoliating ritual, and trans preserve the balance of the facial skin, provid form it into a (painless) massage technique ing vitality and freshness and allows a glow which stimulate the body's own detoxifying ing feel on our face. The deep and rapid dif powers. The essence of these massages comes fusion of the essential oils into the skin results from the combination deep and light strokes,
in the highest performing natural anti-ageing skin care (products), helping the skin digests, absorbs, synergises and eliminates dead skin cells. The special Hair Creme Bath treatment is a Combination of Vitamin E, Ginseng and other important (hair) herbs which improves hair control, all which makes your hair feel soft and looking fabulous. But for a method that helps strengthen hair follicles, prevents hair loss and brings the shine and luster back to our crowning glory - there's always the all natural Ayurvedic Henna Hair treatment.
Prasanti Spa B-2-19, Pelangi Square ,(above 7 Eleven) Persiaran Surian, Mutiara Damansara which is located near Ikano Power Centre and Curve.(opposite Pelangi Damansara Apts). Tel: 03-7725 1303
The year of uy sxnurug oaira,
Editor-in-chief of exchange4media, India
BRAIN GAIN!!!
Someone wise once told me, wise men nev er make predictions. Isn't our business all about seeing what the next big trend or idea is and then getting our clients to ride on this big idea.
Though there is no official number or any previously published esti mate of Indian talent work ing abroad in South East Asia, Middle East, Europe and America, my estima tion is at-least 200plus senior
people.
into more opportunities for local talent to grow within their companies and regions.
Brand building, Marketing, Advertising is all about spotting patterns and engaging brands in these new environments. So what is new that will happen in 2006?
At the same time younger Indian profession als in middle management will be lured to work in overseas markets in creative, account planning, client servicing, media planning and even media sales. A genuine reverse osmosis will take happen in terms of talent within our industry.
Honest answer is I don't know. Then why should you read on? Where are my predictions? I am definitely not wise and definitely not a man yet. I am a child who has now grown up and who still plays with toys, only that my toys have changed. If you like me take me as a hairless, toothless infant. Now you know I am talking of oxymorons.
Some of these will even replace the ones who come home to India. The Global Indian Ad vertising and media professional will emerge as a significant force in 2006. He/she will continue to be in demand. Hopefully you will bump into them in business class in both national and international flights.
Industry is booming mergers and acquisi tions are rooting the roost. Indian economy is getting bigger and hotter. Everyone wants a piece of the action.
Head hunters will have to have a global foot print in their searches.
What does it signify for you in Malaysia and Asia Pacific? Will developments in India affect you and your business in any manner here in Singapore, Indonesia, Hongkong or Malaysia? Yes they will, Life is full of contradictions and oxymorons. The implications of Indian busi ness booming are oxymoronish for all of you in someway. For the advertising and media indus try both Brain Drain and Brain Gain will happen at the same time and trust me both are healthy. Let me dwell more into it. With more and more opportunities in India and higher salaries a large number of Indians working elsewhere in the world within our industry will come back to India. Though there is no official number or any previ ously published estimate of Indian talent working abroad in South East Asia, Middle East, Europe and America, my estimation is at-least 200 plus senior people. Most of these senior people will find their calling in India in 2006. This translates
ADOI MARKETING COMMUNICATIONS MAGAZINE
Indian professionals will be sought after trainers and mentors and lots of them will travel to your country to mentor you and retool you. A lot of you and your agencies will set up shop in India as more and more of your clients will access Indian market. More and more Indian agen cies will try to become global at-least regional and try and set up shop in your regions. Its both a threat and an opportunity. Its how you deal with it and leverage it. One thing is sure the companies that have the best talent will be the ones who will excel in the marketplace. The race for the best talent is on and I hope you are ahead of others. PEOPLE and TALENT will be most sought after commodities in 2006. Hold on isn't that oxymoronish. I have al ways maintained even at the start of the article life is all about contradictions. 2006 will be no differ ent. The author Anurag Batra is editor-in-chief of exchange4media group of publications in India and an industry expert. You can share your feedback with him on abatra@exchange4media.com.
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FEDS BUST MAG CIRCULATION FRAUDS. Following the charging in June 2005 of three employees of Newsday with fraudulently inflating the publication's daily paid circulation by almost 100,000 the publisher and circulation director of Laptop have been arrested for conspiring with a distributor to falsely inflate the magazine's circulation by 15,000 copies. In a widening scandal, and to the outrage of media buyers, other publications including the Dallas Morning News have been rushing to voluntarily admit also overstating their numbers. THE UPS AND DOWNS OF ENERGY DRINKS. Though thus far accounting for just US$3 billion of the US$93 billion U.S. beverage market, energy drinks are by far the fastestgrowing item in the industry, up 61% in the past year, and Coca-Cola executives estimate that by 2008 industry-wide profits from these liquid boosters may be as large as from soft drinks, bottled water and sports drinks combined. The downside is that energy drinks are sky-high in sugar and caffeine; some health experts warn they could be addictive; and those with current levels of caffeine have already been banned in France, Denmark, Norway and Argentina.
Letter to Editor Dear Monica, I refer to the comments made by our industry leaders Datuk Vincent Lee, Shahar Noor and Ho Kay Tat. They have collectively commented that MIM needs a review, perhaps a phased liberalisation. In addition the production cost savings, by using a foreign TVC, could be redeployed to more airtime purchases. However there is a need to help SMEs, SMI's and local advertisers remain competitive once foreignTVC s are completely allowed to be aired. I respectfully am of the opinion that they are missing the point. The Made-In-Malaysia (MIM) TV Commercial ruling/requirement that was introduced in 1978, by the Ministry of Information should not be reviewed but completely withdrawn! Here is why. 1.
EVENTS MARCH • AdFest in Pattaya • World AdCongress by IAA in Dubai
MAY • Malaysian AdCongress by MAA in Johor Bahru AUGUST • Ad Ball in Kuala Lumpur 18
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3.
Prolonged Protectionism Is Bad For Any Industry The MIM ruling is industry protectionism. The local TV Commercial production industry has been given 28 years or advantage to develop, grow and strengthen themselves against open competition. 28 years of Government protectionism is unusually long. The TV Commercial industry, when compared to "Mission Critical" industries such as Automotive, Power Generation, Oil and Gas and such, is not in the same league. Some of these national interest industries proudly face open competition. Our Government actively encourages and promotes Foreign investment the basis of deregulation. We all need to admit that open competition is
ADOI MARKETING COMMUNICATIONS MAGAZINE
Self-Regulation On Content Of TV Commercials Allowing foreign produced TV commercials to be aired in Malaysia does not automatically mean thatMalaysian cultureand values will be eroded. The same "prudence" and "standards" that the majority of our industry embraces via the Malaysian Code of Advertising Practice, the recently approved Content Code and Ministry of Information Ad guidelines will still apply, i.e. all advertisements must conform to the general principle of its content being legal, decent honest and truthful, irrespective of foreign or locally produced TV Commercials. The same rules apply to all, irrespective of origin. Those that do not conform to the above have and should continue to face the consequences via our regulatory mechanisms. Not allowing in any foreign produced TV Commercial as a means to protect our Malaysian values is not a valid argument in the context of what is today allowed in Cinemas, MTV, the Internet and such.
Original Objectives Have Been Accomplished! The Government and senior members of our industry needs to be reminded that the sole and original purpose of this 28 year old ruling was to promote the development of our own home grown Film, Audio, Music and other support talent that will specialize in producingTV Commercials. The aim was not to "protect" local advertisers/agencies. This noble objective to a large extent has been accomplished. Our industry today has a wide range of Malaysian skill sets to choose from. Fact. Some of our home grown Film Directors, Directors of Photography, Producers, Editors, Animators are now exporting their skills/professionalism to other countries. Some within the agency, media and film production industry have, over recent years introduced their own interpretations or versions of "supplementary" MIM objectives. Such supplementary objectives have become new, de-facto, vested interest reasons to maintain the MIM ruling. Please, let s get back to the original intent of MIM i.e. to promote our home grown TV commercial production industry and its ancillary services.
UPCOMING
PUBLIC RELATIONS AND CORPORATE COMMUNICATIONS CONFERENCE 20 - 21 March 2006 JW Marriott Hotel, Kuala Lumpur, Malaysia Contact Person: Ms Nadeeka For Enquiries: Tel+603-2070-3299, Fax:+603-2070-3369, Email: nadeeka@abf-asia.com
good! Itwill furtherpromote the development of a stronger local TV Commercial industry that competes just like our Asian neighbours, on Creativity, Talent and Value Creation. Malaysia should promote itself as a great regional TVC production hub and discard this regressive, silo, protectionism mentality.
ADOI OPEN FORUM - MIM RULING
4.
Withdrawing "MIM" Will Not Kill The Ad Industry We are first and foremost in the business of ideas. In the past, those ideas have taken the form of traditional media advertising. It is the most visible thing we do. But not the only thing. It is a sad reflectiona of ot myopic myopic thinking if it some in our industryr continue continue to think solely 1 in terms of "TV Cair " " ^ ampaigns". Today, it is ideas to support brands, all kinds of marketing communications ideas. Any Practitioner that still believes that the answer to a clients communication problem lies primarily in TV Commercials needs a reality check!
Not all successful global brands started life using TV. They became successful partly because they developed a relevant brand positioning and "bought" from their agency a transformational, distinct ad idea that resonated in any media. Malaysian agencies and advertisers should study this fact. I'd like to conclude by urging all our industry leaders and practitioners to set their goals beyond wanting to be just the proverbial "Jagun Kampung". Those who urge the prolonging of the MIM ruling seems to be answering this regressive calling. Sincerely, KHAIRUDIN RAHIM, Managing Director, Lowe cf Partners
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WATTS UP IN 2006?
by Nicky Watts
It is not too late users. to make a wishHave open bids list for the New for prime sites Year although and instead of the experts have accepting 'do given their views nations' for the on what to ex running of sports pect in 2006: clubs. This will Adex will grow mean more rev by a single digit; enue which in attempts will be made to correct' the ratio of turn will mean better public amenities. the Adex vis-a-vis print vs electronic and the RTM's radio and television stations be slow death of the local TVC industry. revamped and run along the lines of a pub But as an observer of the advertising scene, lic listed company, with each being a separate here goes my thoughts and what we ought to P&L centre. This will mean closing down expect in the New Year. loss-making ones and concentrating on those The media specialists use which bring in revenue. Right audited figures of the Audit An open tender or now, no one seems to care about Bureau of Circulation make it mandatory listenership and audience fig instead of using readership fig for a pitch for all ures because everyone knows ures, whose credibility has been government adver that the government will keep challenged by all and sundry. on pumping taxpayers' money tising campaigns. to How per newspaper reader keep them afloat. ship is arrived at is still "sulit The Advertising Stan dan rahsia". Wonder why one newspaper is dards Authority will finally come out with read by 4.8 people and another by only 1.9? the revised Code of Conduct which has been Can we ask David Copperfield to unravel the talked about for years! mystery? An open tender or make it mandatory The authorities must move with the for a pitch for all government advertising times and change policies and restrictions campaigns. This will not only be in line with which should be placed in an advertising mu the Prime Minister's call for openness, but in seum for aesthetic value only. the process will benefit the government de Rules like no arm pits' and the Panpartments to achieve their targets. Asian look still exist and everyone is breach Let's see some fresh faces in the various ing them. No prizes for guessing the offenders organisations within the fraternity. Year in and and if this is the case, what is the use of rules year out, we see the same old faces. Where are anyway such as newspapers cannot feature a the young ones? After all, these organisations bra, even on a a mannequin! are not meant to be called the Old Men's Club Don't believe it? Ask media practitioners or the Old Women's Club. What about or for the note from the Home Affairs Ministry ganisations changing their constitutions and issued in the 80s. Since they have not been M&As to make it mandatory for at least two revoked, they are still valid! officials below the age of 30? Some food for Regulate the outdoor billboard industry. thought, but the question is whether those in The proliferation of billboards in the Klang authority have the will and determination to Valley has resulted in many such structures make 2006 even a better year for the indus becoming traffic hazards and a danger to road try? Your guess is as good as mine.
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IN the old agency world, media people were typically rel egated to the end of the meeting— and they had to learn how to speak fast in order to get their points across. In todays agency world, the message and the medium are equally as important, and everyone gets equal billings. This is the case because the content can be made available in many more formats than ever before. A media planner needs to know where the user will see these ads as much as who will be seeing them. In an environ ment of multitasking, you need to attempt to have multiple frequency at the same mo ment in time in order to break through the clutter. It helps the performance of the overall campaign. As this concept grows in impor tance, so does the role of the media planner. For media companies as a whole, time has always been the currency when you get right down to it. Certainly, certain kinds of people spending time - even just a litde - with your media product could translate into premiums not yielded with other au diences, but essentially, a media product wants people to spend more time with it. A broadcast or cable network wants you spending more time with it over another and attempts to accomplish this with program
... Do they have time and any interest in regularly scheduled television?...
ming that you find more interesting, entertaining, and engaging. A publisher wants you spending more time with their magazine in your lap than another magazine. The more time you have a particular radio channel tuned in while you are stuck on the jam, the better it is for that station. It makes sense that advertising would look to this no tion as a core principle for brand promotion. The recent history of advertising is filled with a focus on communication delivery goals that focused solely on reach (did I hit you?) and frequency (how many times did I hit you?). Though creative teams certainly spend some amount of time considering the qual ity of the communication, the amount of time spent with a brand as a result of that quality was not even a thought. How could it be, when the units of advertising "product" are discrete? No matter how good a 30-second spot is, a person seeing that ad cannot spend any more time with the brand in that environment than anyone else. And me dia people, well, how the hell are you going to account "time spent" in any real, quan tifiable fashion that can be put in a media plan? Advertising boils down to the number of targets hit and how hard you hit them. Advertising has become a game of dodge
stoiriKteifesg WAL-MART TV BEATS IN-HOME. ResearchbytheTNSMediaandEntertainment Group supports the claim by Wal-Mart that advertising on its in-store television network generates higher "purchase intent" than commercials on broadcast or cable TV. Commenting on the use of Wal-Mart TV by many blue-chip advertisers including Unilever, a Wal-Mart spokesperson said that "marketers have begun how to use the new medium more effectively, adapting customized commercials specifically for the in-store space." MAN UNITED JERSEY UP FOR GRABS?
From left: David Fu (Account Manager), Raynen Koo (Senior Account Manager), Fabian Looa (Sales Director), Yeeyin Chong (Senior Account Manager), Jazzmin Wan (Account Manager) and Pauline Thum (Account Manager)
distributing information, letting the televi ball, with advertisers throwing the ball and the consumer doing everything he or she can sion serve as a "teaser" to solicit a more ac to avoid getting hit. But now, from the oldest tive engagement on the part of the audi ence and thereby creating the conditions for continually operating advertising agency in the world, comes the proclamation that "time more time spent with the audience and the development of a more quality relationship. is the new currency." The objective now is to The second exciting point is the shift from coax people into spending more time with a prime time to "My Time." Prime-time TV brand. The only way to get this done, as I'm has typically been from 8-10 p.m., but with sure you've guessed by now, is integration with a the content being made available within 24 digital effort. For the time being, anyway, I can hrs of its original airing, we'll see the audience not get more engagement with my brand out for these shows extended—and the location of an audience than the current allotted time. for their viewing extended as well. MSN, As Print is a little better here, in so far as an tro and Bluehyppo already allow us to timeindividual can read your copy and look at your shift, changing when a portion of the audi images over and over again for as long as he or she wants. But the protocol is still fixed. Online, ence watches a show, but these new develop I am not confined by time and space. Online, ments also provide us with location-shifting that makes them portable. As a result, prime I can fill both the hours and the imaginations time can shift even further and will create My of those who come seeking brand engage ment for as long as they chose to be engaged. Time, which is my own personal prime time; Entertainment advertisers have taken ad the period when I typically watch a show. Prime-time TV itself won't go away any vantage of this regularly over the years since time soon. It is still convenient for many in the Internet became an ad medium. Product with such a short shelf life needs to live beyond the audience, and it's still a source of water cooler discussion, but for people like me who its location of primary engagement if it seeks are never home at 8 p.m., this means I have to maximize its value. A film seen once is great more options on how to view popular televi when millions and millions see it. But a film sion. What about the college students who that creates a community of people interested will become the next generation of the work in it, allows those people to engage it, and lives force? Do they have time and any interest in beyond beingseen once in a theater, only needs regularly scheduled television? Some do, and tens of thousands of enthusiasts to find it. some don't, and the next 10 years will find the More and more Telco companies are us answer to that question. ing the Internet as the primary point for
On rumours that Vodaphone may be terminating its sponsorship of Manchester United Football Club when the current season ends in May 2006, global brands including IBM, Google and Yahoo! are reportedly in discussions with the club's recent purchasers, the US-based Glazer family. PANASONIC DUMPS GREY DESPITE SUCCESS. " As part of Panasonic Corp. of North America Chairman and CEO Yoshi Yamada's transformation drive, the company has fired WPP agency grey Worldwide despite admitting that "sales on advertised products Grey worked on are up dramatically, as is brand recognition." Panasonic's market share in the U.S. for plasma-screen Tvs has leapt from 18% to over 50% since the Grey "Ideas for life" campaign began in April 2005. FORD DROPS GAY MEDIA BUY. Following threats of aboycott by the anti-gay American Family Association, Ford Motor Co has announced it will cease advertising its Land Rover and Jaguar brands in gay magazines. However, a Ford spokesperson claimed that the company's decision was not in response to pressure, but simply a business decision. FRANK LOWE BACK IN BUSINESS. Three months after the expiry of his twoyear non-compete agreement with IPG, the 65-year-old founder of Lowe Worldwide has emerged from retirement and announced that he is starting a new ad agency with Paul Weinberger, until recently the Chairman of Lowe, London, and Paul Hammersley, who is leaving his job as Chairman and CEO of DDB London. The US$75 million Tesco supermarket account is expected to follow Mr. Weinberger from Lowe, which is still reeling from the losses of accounts including Omo, Braun and HSBC.
Manila magic
2005: SHINING MOMENTS IN PHILIPPINE ADVERTISING
by Roger Pe, ECD, DDB Manila
Stop bickering. Whatever the cynics say, Silver Lion-winning ad was sourced, and cinthe Philippines' Silver victory in Cannes last ematographer Nana Buxani, deserve the ac June deserves a special mention. For those who colade. Without the magnum opus material, were not able to witness the momentous day, the Philippines wouldn't have walked past its imagine: an ocean of tv ads from first world 'delegate' stage in Cannes. The spot which countries. Who would think that a madeaimed at making the government fast track the from-somewhere-in-Asia ad will survive and passing of a bill separating children from adult sparkle its way to the medal shore? offenders in jails, takes us to the metal level at Recognition time came. The word Philip last. It is by far, the highest honor the country pines was flashed on the screen. The unbeliev has achieved from the world's biggest awardable was unfolding. Who wouldn't get goose giving body. bumps of tectonic magnitude when, surround ed by rabidly patriotic Americans and Russians, "We all share the same French and Italians, Germans and Austrians, values—truth, honesty, love Brazilians and Argentines, the famous and the for ourselves andfelloiumen, unsung, your country's name is mentioned? Who would stop the ever resurging Thai love of country. land and give it a run for its gong, even for a brief moment? Brutally honest, repulsive but real in its de Every Mediterranean summer, only Silver piction of juvenile jail life in the Philippines, and Gold winners are accorded the rare honor "Bunso", tide of the tv commercial, gives us no of having their ads played in their entirety, infake production design and staged script for a front of, perhaps, the snootiest creatives gath change. Crisp black and white cinematography ered under one roof in Cannes' Palais des Fes was its magnet, and spontaneity, its unpreten tivals. Amidst the tumultuous applause of the tious framework. The editing, which stitched trademark tough-to-please gala crowd, The a soulful copy, gave the worldwide audience Philippines has arrived. While the honor pales a heart-wrenching piece. Will this signal the in comparison to what Thailand, Singapore and off-repeated renaissance of Philippine creativ Malaysia have achieved in the past, the honor ity? Will the jurors now turn their eyes on the adds up to its growing treasure trove: first real Philippines aside from Thailand and Japan? Clio statues (3), won in 1997, 2 London Ad Festival winner statues (the awards show does FIRST FILIPINO MEMBER OF not give away silver or bronze) won in 1999, CANNES JURY and three Silver Clios (one by Ogilvy) brought She started assisting her Italian dad in their home in 2002. photo studio lab, giving her an eye for tech We give recognition to the man who has nique many copywriters during her tender brought them all home: David Guerrero. career stage sorely lacked. She was a brilliant The same Guerrero, director Ditsi Carostrategist as well, even heading her agency's lino, whose work from which the Cannes accounts department for quite a while as she 24
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moved up the highly competitive creative de partment. You can always spot a tv commercial in which Emily Abrera had a hand doing. It always had class, even when the ad was meant for the low end market. Who doesn't know Em ily Abrera? Everybody listens when she speaks. Now Chair man-Emeritus of McCannErickson, she continues to give inspiration to everyone in the Philippines' largest advertising agency, the lofty position the company holds for almost two decades now. Four Advertising Agency of the Year victories after, Abre ra is Chairperson of the Cultural Center of the Philippines, and by being named by Cannes International Advertising Festival organizers as one of Press and Outdoor jury members, the honor given her also goes to the Philippine ad vertising industry. 7 ASIA ADFEST BRONZES Winning in Thailand, Asia's hottest cre ative spot cannot be undervalued. A metal of any color in Thailand is like winning the same in Cannes. Asia Adfest is Category 1 and is prelude to the main event. This is where Asiabased and Tier 1 creatives test the waters. So winning a bronze where the likes ofJohn Merrifield, Piyush Pandey, Andy Greenaway, Prasoon Joshi, Eugene Chong, Francis Wee, Pinit Chantaprateep, Ted Lim, Jureeporn Thaidumrong, Suthisak Succharittanonta, Kitti Chaiyaporn, etc. compete is no small feat.We there fore give credit to BBDO-Guerrero, again, for its 5 Asia Adfest Bronzes and TBWA-SMP and Lowe (one each) this year. RESPECT FORTHE CONSUMER, ADBOARD'S RELAUNCH Show the consumer the respect that he de serves and he'll show you appreciation through his buying decisions. In this kind of scenario, everybody wins, thus, goes the Advertising Board of the Philippines (Adboard) television and print campaign: "Pag may respeto sa mamimili, lahat ay masaya (if there's respect for the consumer, everybody is happy). These ads set the stage for the launching of Adboard's advocacy campaign entitled "Paggalang sa Mamimili" (Respect for the Consumer). During the campaign,Adboard Chair Raul
Alvarez made it clear that the organization is already committed to uphold the consumers rights even before the campaign was created. It simply serves as a reminder to its member organizations, with emphasis not only on their commitment to their respective clients but to the consuming public as well. "We all share the same values - truth, hon esty, love for ourselves and fellowmen, love of country. We can use these values as our in spiration to create advertising that sells," says Chairman Alvarez. The consumer advocacy campaign formed part of a series of positive changes that the Ad board members and the public can expect hap pening with the organization within the year. Adboard members went all out to support the campaign and ensured its success. Emily Abrera expressed enthusiasm over the prospects of seeing a revitalized industry that works within the bounds of consumer ethics, when she said, "I thought I will never get to see the industry coming up with such a campaign. I take my hat off to the Adboard for taking this bold step and I encourage everyone in the industry to give our full support for the success of this project."
pines into the international limelight along with BBDO-Guerrero,TBWA-SMP is in the spotlight ... (drums rolling, trumpets blaring, fireworks bursting like the fourth of July). Over the 2004-2005 period, TBWASMP's report card is outstanding: One Show Bronze Pencil, 2 Cannes Finalists, one World Gold Medal, one World Silver Medal, 3 World Bronze Medals in New York Festivals and 3 Bronzes in Asia Adfest in 2004 and a Cannes Finalist, 2 World Silver Medals in New York Festivals, a Bronze in Asia Adfest, 2 Excel lence Certificates in Asian Ad Awards this
INSPIRING INDUSTRYPEOPLE
In Greek and Roman mythology, the word hero was used to describe men whose courageous actions brought favor from the gods. Today, a hero can be just about anyone - from a manage ment executive trying to bring out the best in everyone, to a harassed junior creative who must hurdle countless tensions and information over load just to make an ad,or to a supplier who must bring down production cost without sacrificing too much on the quality deliverables. "We don't need academicians, we don't need scientists, we need inspiring people," as Bill Bernbach said. We pay tribute to people who continue to Today, a hero can be just rise above the mediocre, raise the level of their about anyone - from a agency's craft and not cuddle away in their own comfort zones. We take our hats off to those management executive who are hard on themselves and those who trying to bring out the best in make an effort to raise the level of quality of their agency's portfolio. We salute our market everyone> to a harassed junior ers and industry partners who continue to feed creative who must hurdle us new consumer insights and allow us to im countless tensions and prove our industry standards by allowing us to walk through new, untried creative paths. information overload just to "We feel that we did our share in making make an ad.. clients braver and less risk-averse. Going out of the box with edgier concepts does not neces sarily go against the goal of pushing the prod CAMPAIGNS &GREY'S GRAND year. That's counting only the international uct," as Yoly Ong of Campaigns said. ARAW AND MEDAL BINGE awards the agency has won, sans those that got shortlisted in other shows. In TBWA's Asian Yoly Villanueva-Ong, the first Filipino to be network, the agency has grandiosely metamor THE AD CONGRESS invited as judge in the post modern Clio must phosed into a star agency in such a short time. What is Philippine advertising without it? still be floating on cloud 9 these days, and for Amidst the euphoria of winners and disap great reasons. One, her agency Campaigns pointment of hopefuls, the right perspective Grey made definitive history by bagging the SMART AND GLOBE should be a continuous lifting of our standards, Ad Congress'only Grand Araw Award, a plum We pay tribute to the energy of these two not by the medal quantity an agency collects. won by the agency's high-octane, lethal diva for giving the industry a big boost and for their We salute Meryl Graham Schlachterman and Ompong Remigio in radio category. ads that keep on getting better. In particular, Second, Campaigns won what many cli her organizing committee and committee we note Smart's SEA Games print ad, a coments would like to put on their shelves: the Ad members for successfully mounting the "uning-of-age sort, which greeted the Filipino Ad Congress"18th edition inspite of the head vertiser of the Year Award. Third, the agency athletes on opening day - brilliantly executed, won the number 1 spot in Gold ranking with 9 aches they had to face. even with an oversized logo that didn't get in scintillating pieces - an astonishing record per the way. Clever and accurate, it used the logo's formance the usual top contenders never came RESPONSIVE AGENCIES '8-lane' graphic design to portray a sprinter close to reaching. Fourth, winning a trove of Advertising continues to evolve every athlete unleashing his power on an OlympicSilvers (3) and Bronzes (18), enabling it to fin morning of our wake up day. We face new standard 8-lane track. Bravo to an ad with a ish a strong third behind BBDO andTBWA. challenges and new marketing battlegrounds. large logo but done with much finesse. Having also won 2 World Silver and Creative use of media continues to sprout the Globe's "Posible" campaign throughout the Bronze Medals in New York Festivals last year landscape. We need to re-invent ourselves. duration of the Games was the biggest believer and the previous year, it becomes a serious con Prima donna agencies will go the way of the in the Pinoy athlete. For the cynic in us who tender for next year's Best in Creative competi dinosaurs. The longer they sleep and walk didn't even think that we 11 collect half of the tion. turtle-paced, come-to-the-rescue agencies will projected gold harvest, Globe faithfully said, get more businesses from their own backyard. TBWA-SMP - BEST IN CREATIVE, "it's possible". 2006 will be the year of responsive agencies AGENCY OFTHE YEAR Indeed. It is one campaign that hair-raisreaping the harvest of their hard work from ingly became real with emotional pride and For breaking the McCann Agency-of-thethe previous year. solid market results. Year juggernaut and helping push the Philip
BIG SPENDERS DOWN UNDER. A Synovate PAX media survey of creditcard holders in Sydney households with annual incomes of AUD$80,000 or more reveals that 87% have a credit card (regional average 69%) on which they spend an average AUD$2,214 per month (regional average AUD$1,253), 94% have internet access (regional average 67%), and spend more on "experiential" purchases than on status-oriented products. The survey also revealed that Sydney residents are the largest consumers of alcohol in the AsiaPacific region. McCARD LAUNCH IN U.S. McDonald's Corp is distributing 22 million free US$1 promotional "Arch Cards" through participating outlets, American Express mailings and Southwest Airlines counters at 61 airports. The card, which is also available for sale in $5, $10, $25 and $50 denominations, can be used for purchasing either food items or merchandise at McDonald's restaurants. WENNER MEDIA ROLLS-OUT 3D COVER. For the 1000th issue of the U.S. edition of its iconic magazine Rolling Stone in May 2006, Wenner Media has announced that it is producing a 3D cover featuring a montage of 100 key people in music, politics and pop culture since the magazine's launch in 1967. The cover, which will require no special glasses to view, is being produced by the "lenticular" process, and according to Rolling Stone publisher Steve DeLuca will cost "many times $100,000." The American Society of Magazine Editors recently voted the Rolling Stone January 1981 cover featuring Annie Leibovitz's famous photograph of a naked John Lennon wrapped around Yoko Ono "Best cover of the last 40 years." SONY FIRES FALLON AFTER FIVE MONTHS. Reportedly unsatisfied with the agency's work, Sony Electronics U.S. has dumped Publicis Groupe's Fallon Worldwide of Minneapolis, which it chose just 5 months ago along with Havas' McKinney & Silver to replace WPP's Y&R New York. It's been a year of decidedly mixed for Fallon. Other losses in 2005 have included BMW North America, Lee Jeans and Starbucks and a string of top-level creative talents; gains have included Vanguard Car Rental and KitchenAid. 26
by Josh Sklar, Founder Logicworks josh@logicworks.us
E-volution Just because something is intrusive, doesn't mean it's bad"
WELCOME to 2006, folks. Within the next marketing company in the US. Now, if that three years, according to David Verklin, the statement were made by McAndrews or any CEO of Carat Americas, television will shrink of his contemporaries back in the 1990s, it from approximately 2/3rds of the ad budgets would be understandably dismissed as wishful of major corporations to about one-half. The thinking from someone hoping to solely profit. money will instead be channeled into online Especially coming from McAndrews, since he advertising buys, doubling the current average was the guy circa 2001 who famously said in expenditure of eight percent. Advertising Age, "Just because something is He's not alone. Even without a sea intrusive, doesn't mean it's bad."while referring of hype crashing in waves over the globe, it to those horrible "pop-under" online ads, such appears that natural evolution (sorry, as the then ubiquitous one from X10 camera intelligent design... no, wait...) has moved the that most Web users had to struggle with over offline world much closer to accepting that the and over (and under). Nowadays he's in the Internet was never a fad, but, rather, a viable, New York Times giving quotes like this: "I've effective and powerful medium; potentially evolved my thinking. The key is no longer much more so than television, radio and intrusiveness; today the mantra is relevance." print. It was unfortunate Relevance. That should that greed clouded over the "We believe the Web site always have been the key.
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pace that should ould have have teenagers, 20-somethW* 20-somethings, 30-second commercial as teenaeers, existed as the new Generation X'ers and technologies were created, the central expression of retirees, there is no tested and pushed out to the brand... medium more relevant audiences in digestible than the Internet and chunks. On the positive side, the craze did like-technologies (e.g., cellular networks accelerate some advancements that may for phones, PDAs, mp3 players, video game have taken up to ten years to otherwise have consoles and on and on). In fact, at best, the come about, especially the aforementioned only ones who don't seem to be completely on acceptance (and obsessive "got to have it!" board yet are the 45-60-year-olds who appear feeling) for many around the world in using to be unable to let go of the past and accept the Internet to accomplish both business and that traditional media must change in the face personal objectives. of these advancements and the unbridled "We believe the Web site will ultimately growing usage of the new. replace the 30-second commercial as the What is more relevant in the early 21st central expression of the brand... The TV century? Passive television commercials that commercial over time will become more of a follow pat, expected formats and formulae way to simply send people to your Web site," or places — sites, if you will — one can travel says Brian McAndrews, Chief Executive to, albeit virtually, through many different Officer of aQuantive (parent company of devices in order to interact with and be utterly Avenue A | Razorfish), the largest Internet immersed in a brand?
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WPP Global Chief takes the fall as lism rules the day!
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OPINION
WAS THAT A YEAR ALREADY?
by Greg Paull, R3
... Inflation also shaped the year—whether it was China suffering from intense over-demand or India suffering from in tense confusion and lack of clarity on results, media in flation continues to haunt the region moreso than any other on earth...
AS this year comes to an end, it's important to reflect back on the events that shaped the industry for the year - and see if they will set the trends for the years to come. New business shaped the year - and Malaysia had more than its fair share - the Malaysia Tourism decision dented a number of well established relationships. Maxis also changed their centre of gravity. McCann broke their way into Digi and Johnson & Johnson media. And Mindshare went from strength to strength with the consolidation of the Nestle AOR — one of the largest re views in the country. Malaysian relationships are getting shorter - driven by the client's own busi ness pressures, turnover from agencies and in some cases, aggressive solicitation. 2006 should be approached like the latest episode of "Fear Factor" Holding companies shaped the year - while the frequency of top level pitches was less than some of us predicted (Intel globally led the way) and indeed some of the biggest became unwound (Samsung returning to an agency model), there was still clear signs that with the Grey acquisition and Aegis on the block, the concept of consolidated holding companies continues to become a key lever age for potential clients. Led by Omnicom, they also started to pay their real respects to Asia, establishing units and capabilities that cam deliver locally on the opposite time zone to the northern lights. On the subject of holding companies, rebates shaped the year - and the Interpub lic announcement in September, as part of a USSSOOm + restatement that it was return ing theirs. We may reflect on this as one small
step for a maligned holding company, one gi ant leap for a maligned industry. As all parties involved have come to grips with the need for total transparency, everyone needs to re-ad just their compass and alignment. The un fortunate end-game is that for certain in the problematic' markets, clients will have to pay media agencies more in terms of fees for their services - but in return will come a new era of clarity and consistency in return for lower nett costs. Watch this space. Inflation also shaped the year - whether it was China suffering from intense over-de mand or India suffering from intense confu sion and lack of clarity on results, media in flation continues to haunt the region moreso than any other on earth. In such an environ ment, media vendors will tend to exploit this for financial gain, and benchmarking actual media costs continues to be a challenge for Asian players that their European and US counterparts have resolved. We recently had an agency claim a nett' saving of 37% year on year - but oh, that would be off the back of a 91% inflationary trend! The client in the middle paid 54% more, unsure of whether to smile or frown as the sun set. In any case, inflation drives one core thing - better inte grated marketing. Sophisticated marketers are using the web, product placement, events and CRM to convert those hard to reach custom ers, at generally a more cost-efficient ratio than main media alone. So what of the year ahead - more mergers, more closures? One thing is for sure, in this small part of the world with 3 billion people looking to break the status quo, it will not be business as usual. Perhaps Andy Grove was right - only the paranoid will survive.
Greg Paull is Principal of R3, a consultancy focused on client-agency performance and compensation
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CHUC MUNG NAM MOI As Vietnamese advertising VIETNAM! ...grows in sophistication... by Kathleen Mojica
YES, it does look like it is going to be a Happy New Year, Vietnam!" The country is globalising, on the verge of gaining entry to the WTO, GDP growth is at its highest, and this year, the Vietnam ad industry turns 12. So much has changed since 1994, but in many ways it is still "same-same." I first came here just six years ago, in 2000, when the first piece of advertising that greeted me on my arrival was Pepsi, its logo emblazoned on the side of the airport shutde bus. In the streets, everywhere I looked, there were flaglines that read OmoOmoOmoOmo. I knew I was at Ben Thanh market, thanks to the huge mockup of a Motorola Star Tac above its fa9ade. The Fosters Beer kanga roo billboard in a busy roundabout was a landmark. Almost every other mom-andpop store had a ubiquitous Wall's Cornetto standee out front. The standees still stand, but now its a local brand, Kidos Premium, enticing passersby to stop for a Vani Socola ice cream. TV advertising fare then consisted of promotional spots of home-video variety, ap pallingly animated commercials, corporate 30
videos (called self-introductory ads) which ran for minutes, not seconds, and effects-laden spots for various industrial products. Many press ads were remarkable for the multiplicity and fanciness of fonts used. This is not to say that there weren't decent ads then; the cheap and tacky merely outnumbered them. They still do. What's advertising going to be like in 2006? It may be safe to predict that total in dustry spending will rise with the big spend ers of the previous year still leading the charge. Advertisers will be more demanding; wanting more 'bang for their buck.' Media companies will try to win clients through bigger dis counts. Local brands will try to be heard against the stentorian levels of their foreign rivals. There will be greater representation from local agencies, which are strengthening and
increasing in number. We have also seen the emergence of local research agencies, satellite media companies, PR and Events compa nies, design boutiques and packaging design shops. While international brands strive for local appeal, local brands go for an international look and feel. More foreign companies and businesses have already started to establish presences here, while a number of big Viet namese companies and brands are poised to go international. Smaller local advertisers will have to learn to professionalize and put proper systems in place if they are to survive against the strength of regionally-backed multinationals. Television will still be the preferred adver ADOI MARKETING COMMUNICATIONS MAGAZINE
tising medium, with FMCGs still outshouting all other categories. TV advertising now looks more polished. Print work, however, has shown greater creative leaps. There could be a blurring of the line separating above from below, as marketers aim for greater integra tion of multiple disciplines, in efforts to reach an increasingly cynical and selective audience with finite budgets. In late 2005, Digipost, a Singaporeowned post house opened in Ho Chi Minh City and so far, we've been hearing rave reviews. Vietnam-based local production houses have begun to invest in more so phisticated equipment and better qualified people, but they will have to work harder to provide the level of professional service that foreign competitors can offer at competitive rates. The lure of a foreign shoot and post with far better choices of technical staff and facilities, cast and location may still be difficult for agencies to resist. Outdoor advertising has been regulated, but it doesn't seem so when you look around Ho Chi Minh City. It's almost inescapable. Even inside taxis you're not spared the knowl edge that Tiger Beer is giving away expensive cars. Censorship will still be a hurdle to sur mount. But advertising in Vietnam has come a long way. It is no longer confined to rehashes of wellworn ideas from elsewhere, or reflections of the expat point of view of what is Vietnamese. There is still evidence of that, but to a lesser extent. In 2006, the multinationals will still set the trend, but we will see a great deal more local representation - original ideas from local creatives and local marketers for local brands by local manufac turers. As Vietnamese marketers gain market ing savvy, we should expect to see more inci sive briefs, a healthier respect for processes and a willingness to try the untried. As Vietnam ese advertising grows in sophistication, we can only hope that it does so without losing its character, its Vietnameseness.
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MAVERICK
Sam Baman Balsara
Comparisons are always odious" 32
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SAM BAMAN BALSARA, Chairman and MD, Madison Communications, who has recently been bestowed with the title of Ad足 vertising-Media Person of the Year, 2005 by Indias Pitch Magazine, is also fondly known as the maverick adman. Those are not the only tides that this revered man, he is also ac足 knowledged as the fifth most influential per足 son in India's advertising industry.
ADOI MARKETING COMMUNICATIONS MAGAZINE
Madison Communication, which began in 1988 as a full service agency has over the last four years morphed into a communica足 tions group with six divisions, deriving the largest part of its billings from media unit. These developments were totally unexpected as Sam confesses that, "there wasn't a long premeditated plan to start Madison. From a germ of a thought to the time we moved
"We started with the thought that we wouldn't chase hillings and were true to that belief for the first five years" into our office took less than three months." Sam wasn't comfortable with the idea of con stantly chasing clients and the obsession of being the biggest even while he was the Vice President at Mudra Mumbai. His vision was to be an agency with just a few large clients as he wished to remain a craftsman, true to his passion. "We started with the thought that we wouldn't chase billings and were true to that belief for the first five years," said Sam. With that inspiration, he took charge of a dormant agency and began operations with two cli ents who followed him from Mudra, Godrej Soaps and Nelco Blue Diamond TV. His vi sion served him well, by focusing on just a few clients the agency managed to build a strong base in its initial years. Sam's first big break came when Godrej Soap tied up with P & G giving Madison a chance to work with the multi national gi ant. Sam with a measure of pride recalls that, "They liked what we did - our commitment and result oriented approach, and encouraged us to tie up with their international partners DMB&B (now D'arcy)," More successes were celebrated, business stumps acknowl edged and rectified. Madison then evolved and a restructuring effort created independ ence for its various units, including it s media departmenr which was handling assignments for prestigious clients like Coke and P&G. Sam called this the third phase of Madison's evolution, "Our third phase and clearly the most dynamic was post 1999. We were on our own and contrary to what may have been expected; we didn't just survive but thrived.
are always odious. But when you have one division that is large and reputed, the others probably have he disadvantage of living up to that reputation. Madison Creative has per formed extremely well over the last few years; competing for business against agencies which are generally regarded as the most highly crea tive. Our clients are satisfies- and results in the marketplace are our source of satisfaction." When asked of his plans for Madison, Sam said, "We have down to earth and re alistic goals for the future: to ensure each unit grows independently and profitably. To We have down to earth strengthen the Madison brand and ensure all units and people subscribe to the Madison and realistic goals for Value System. As for the future I don't have all the future:to ensure the answers. I just know that five years from each unit grows now there will probably be something else independently and which will be the main contributor. I hope we will be able to adapt and innovate to continu ously remain current and offer solutions our clients need and value. For an agency with Since then Madison had ventured into over 200 people, our biggest challenge is to outdoors, rural and merchandising on top of keep them happy, motivated and intellectually the compulsory' segments like creative, media challenged. Our management style is certain and PR. Strangely divisions like Direct Mar ly easygoing and not autocratic and perhaps keting and healthcare has not found a place our success stems from the fact that we have at Madison. Sam believes that focus should succeeded in bringing the entrepreneur out in be on divisions that they have strong existing every Madisonite." competencies in. With this, Madison Media Indeed great words from a great man. Do grew into the strongest division contributing not miss the opportunity to meet Sam Balsara 50% of its revenue and widely reckoned to be as he shares his views on media at the 2006 the public face of the agency. Madison's crea Malaysian Media Congress in March. For tive product on the other hand has never really more informa attracted as much attention. Even after given tion log on to MALAYSIA! independence as a unit, it has never claimed www. adoim- MEDIA fame in award shows. Sam says, "comparisons CONGRESS '06 agazine.com
There was a method to our madness. We re alised its not enough to stay in the same place but aggressively grow, and to grow we should develop new streams of revenue. Over the last four years, we have had moderate growth from existing revenue streams and substantial growth from new ones. We owe our success to the fact that we didn't stay committed to the full service agency model. We have been agile and offered services which clients need and that are innovatively packaged."
profitably.
Magical Mania
@DM "we are all AWARD nights are always magical for some ecstatic about and disastrous for others. The Direct Market our win, mostly ing Association Malaysia (DMAM) Awards because we didn't 2005 proves to be filled with the magic of the expect a clean youngest player in the industry, Arc World sweep. wide. Little did the masters of direct mar I would like to keting expect the latest newcomer to create attribute our such an impact on their first try. When they success to our launched nine months ago, a promise of!Prac clients who have tical Magic was made and Arc in the course continually of delivering that promise, created works that supported us, were refreshingly different and attention grab and the way bing. Its focus on great works were rewarded we work at Arc with a medal tally of 25 awards, including two Worldwide" of the three best-in-class awards - Best of the - Tan Kien Eng, Best and Best in Show — Creative. President/ ECD, Arc 34
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ADOI MARKETING COMMUNICATIONS MAGAZINE
Whilst Arc is the newest player in this filed, Tan Kien Eng, President / ECD of Arc Worldwide Malaysia however is no novice to DMAM. This DM guru had experienced leading the creative team at Ogilvy One who was sweeping up DMAM s best since its in ception. Kien Eng affably said that, "we are all ecstatic about our win, mosdy because we didn't expect a clean sweep. I would like to per sonally attribute our success to our clients who have continually supported us, and the way we work at Arc Worldwide. The team has also truly embraced the Arc Worldwide philosophy to create big campaignable ideas across chan nels and across time in everything we do." Though knocked off its throne, Ogilvy One fared not too badly with 17 wins includ ing Best of Show- Effectiveness. Rapp Col lins followed close lead with 14 points, losing
"Yesterday we were a rugged stone, today we are half pol ished diamond and we have the other half to surprise the world" -Zoyallleana
the second place by a close three point mar gin. Another first timer at DMAM, (If) In teractive gave the DM experts quite a shock by winning one out of the five precious gold awarded. This has been a fantastic year for (If ) Interactive having already won seven awards at MC2, gold is indeed their colour this year. "Yesterday we were a rugged stone, today we are half polished diamond and we have the other half to surprise the world" said Zoya IIleana, MD, (IF) Interactive. Competition was intense with over 200 entrants competing for recognition. Gra ham Kelly, Creative Director of Bartle Bogle Hegarty, Tokyo, Japan was given the gruel ling task of Chief Judge, leading seven oth er judges through a week of scrutiny. He is pleased with the quality of work as he saw tremendous improvements and many more deserving finalists totalling 80 and five Gold compared with none last year. This indicates the rise of creative standards and the emer gence of talents. He believes that the best can hold it s own in international shows. Graham
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however feels that entrants should, "inject a bit more emotion into the work. For example, humour is a very powerful tool, but few en trants use it." Things are indeed looking up for direct marketing. To ensure consistency, DMAM has planned a string of expert series seminars to promote the discipline as a powerful tool. Sreedhar Subramaniam, President, DMAM expects the industry to continue to mature. He added that, "I hope we will be given the op portunity to self-regulate while DM activities continue to expand with better creative ideas, analytics and execution. This is the way to go if we going to nurture an industry that has a huge potential, given where DM has gone in more developed markets. I am sure my in dustry partners will agree with me, when I say, 'You ain't seen nothin yet'." With Sreedhar at the lead with a dedi cated team of committee members, I hope to see fresh and unexpected DM ideas in the market, not just at award shows, but as a con sumer. Congratulations to all winners!
AHE Yen REABT TO PUT? Best Use of Interactive Media: GOLD (no other gold awarded) for Nokia Brand Entertainment Contest"Charades Parade" *3- O 3 0® P-•*
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DMAM 2005
Agency Arc Worldwide OgilvyOne Rapp Collins
Best of the Best Best of Show — Creative Best of Show-- Effectiveness Gold Silver Bronze Merit Total 25 1 9 11 2 1 1
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MINI CONVERTIBLE, DRIVERS' MENTAL EVALUATION.
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7:28PM
I What are the special features that you find I amazing on the HP Compaq nw8240 I Mobile Workstation and why? The two things I liked were the advanced connectivity options (WiFi, Bluetooth and a Gigabit Ethernet card) and the data security features.
SINCE its inception in 1996, Arachnid had remained at the pinnacle of technological success. Their digital prowess on web applications, digital gaming and systems integration had yet to be matched in size and strive for perfection. The intense interactive environment demands expertise on multi platform capabilities including building applications using JSP, ASP, PHP, Coldfusion, .NET and databases programming and management of Oracle, MSSQL, IBM DB2, MySQL, PostreSQL. This is turn demand just as intensely, if not more, of their technological tools. By far, Arachnid s requirements have mostly been met only by the best desktops in the market. Recently, HP places its Compaq nw8240 Mobile Workstation with Vicof Arachnid for the ultimate test. A chat with Vic reveals that not only were they extremely pleased with HP Compaq nw8240 Mobile Workstations mobility, it has definitely surpassed his expectations of a mobile workstation. 36
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Does its performance meet your demands? Yes definitely. We chucked a bunch of heavy computing tasks at it, and it seemed to go through it without any fuss, and we were impressed with how stable the components were. I was able to install and run Oracle, IBM DB2 and other server class applications on this workstation. What have you been able with this that is only normally possible with a desktop? We recently used it to do load tests on our client's servers. This is usually a task where we haul some serious computing power, usually several CPUs to the server farm. We programmed the load testing patterns into the workstation, and having a high speed network card built in,we could plug in directly into the gigabit LAN at the datacenter. How has the HP Compaq nw8240 Mobile Workstation helped you in your job? It's brought together two powerful components, mobility and performance.
ADOI MARKETING COMMUNICATIONS MAGAZINE
Both these components have helped me be productive outside the office. Would you say that this one of the rare notebooks that is comparable to a desktop? Yes I would. The HP Compaq nw8240 Mobile Workstation offers a lot of computing power in a truly portable format. Our creative directors even ran heavy 3D animations and image rendering on the mobile workstation. Does being mobile help with your productivity? Yes, definitely. Having the ability to connect to our internal network and to the internet is an essential part of my job. What are the advantages of being mobile with your job? Being mobile, and being connected to the internet at the same time is a big advantage. I often need to access real time data, log on to dashboards and of course check and respond to my email. Any situations where you wished you had a mobile 'desktop'? At times, we need to be onsite todo various computing tasks for clients, ranging from data management to system integration, and often the regular notebooks just don't have what it takes to run these tasks.
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Due to time constraint, Vic was unable to explore completely the capabilities of HP Compaq nw8240 Mobile Workstation. Here are some of the impressive features that this powerful workstation offers. Performance: Superior graphics abilities ren der stunning presentations and complex three dimensional drawings on this mobile worksta tion s crisp 15.4-inch widescreen display. The HP Compaq nw8240 Mobile Workstation also offers fully ISV certified models which utilize ATI's powerful graphics controller with 128MB of dedicated graphics memory providing engineers, graphic artists and digital content creators workstation level power in a mobile form factor. Mobility: This high-performance, travelfriendly mobile workstation allows users to swap their MultiBay II optical drive with a weight saver, for optimal travel weight. Plan for all-day computing when you add on the HP Travel Battery getting up to an additional 4 hours of battery life, and recharge quickly with HP Fast Charge Technology which re charges the battery up to 90% within 90 min utes. And, with enhanced standby time (up to 1 week), youll be mobile and productive for days on end. Versatility: Built with versatility, this mobile
workstation allows customers to choose the features that most appropriately fit their business needs. Meet your demands for graphic-intensive programs by selecting the graphics card best for you. Users also choose the integrated industry standard wireless technologies that work best for them. The versatile, ultra slim MultiBay II drive allows users to swap optical drives with secondary hard drives for increased storage capacity and data back-ups. Connectivity: Wireless connectivity and enhanced battery life help you get connect ed and be productive wherever your work takes you. This mobile workstations dual antennas help you work efficiently with a more reliable connection to your network. Security: HP ProtectTools provide en hanced security capabilities to help protect against unauthorized access to networks and business critical data and enable IT managers to manage their security solu tions in a simple, easy-to-use manner. HP Drivelock helps prevent your hard drive data from being compromised even if your mobile workstation is lost or stolen, and an integrated Smart Card Reader and Nor ton Antivirus software come standard. An optional Embedded Security Module is available.
Reliability: Scratch resistant in-mold lamina tion on the keyboard keeps the mobile work station looking newer longer. Spill-resistant keyboard with Mylar film minimizes damage to sensitive, critical components underneath the keyboard. Mobile professionals will like the thin, sleek design combined with desktop equivalent performance. IT managers will value the full portfolio of integrated security breadth of integrated wireless choices, and unsurpassed commonality and consistency with the entire enterprise notebook line. The HP Compaq nw8240 Mobile Workstation is the ideal choice for deployment to mobile us ers who need the power of a workstation and the convenience of a notebook.
HP Compaq Mobile Workstation RM9,999 Free travel battery and 90W AC * worth RM448*
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BRANDFEATURE
THE way I see it, Dato' Ranbir Singh, Senior Vice President Group Marketing, TM, has one of the toughest tasks in our business: to turn-around public perception of the kind of former monopoly that customers love to hate, and newer, more agile competitors relish carving-up between them to achieve their growth and market shares. I've seen the same scenario in Australia from the consumer s point-of-view. Alienated by decades of suffering what I (accurately or not) perceived as Telecom Australia's inefficiency, arrogance and profiteering, I eventually availed myself of every opportunity to avenge myself on the company - and save lots of money into the bargain - by choosing opposition mobile phone and broadband 38
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services and eventually switching my fixedline service elsewhere as well. But when I came back to KL to live, who did I find myself signing-up with? Celcom mobile, TMNet Streamyx broadband, TM house phone. In other words, after systematically cutting-off my relationship with Telecom Australia with such a sense of satisfaction, I now found myself completely in the clutches of a company I should have assumed was more or less a facsimile of it, TM. How such an anomaly could occur I had no idea at the time. But now that I've met and talked to Dato' Ranbir, I know that the blame - by which of course I mean the credit - belongs to him and the rest of the new TM team.
ADOI MARKETING COMMUNICATIONS MAGAZINE
S tarting with the visionaries who planned and approved the new Menara TM. To me this stunning KL landmark communicates as slick and sleek a combination of futuristic function and form as any corporate headquarters I've seen. And simultaneously with this statement of the newTM message in glass and steel, apparently the operations people were transforming intentions into action, and Dato' Ranbir went to work on marketing it all. And he had a great deal to work with, because, as Dato' Ranbir explained to us, this was no superficial exercise in image and perception. Though admittedly the image of TM at the time was "old, jaded and unrepresentative," he told us, the
'To complete the total 'umbrella transformation of Telekom Malaysia to the more welcoming, user-friendly, responsive TM, key retail outlets were refurbished and rebranded for the launch, and the process is continuing progressively" - Dato' Ranbir Singh
BRANDFEATURE
... the image of TM at the time was "old, jaded and unrepresentative...
•—
rebranding exercise, having spent most of his working life with Telecom Australia and British Telecom. He joined TM in January 2003 and later than year gave the task of creating the new corporate identity to Interbrand, through its local partner Ova, and selected TBWA for the communications aspects of the project. It took eight months, he told us, to do the required analysis and develop the platform for design of the TM logo and total newcorporate
GROUP STRUCTURE
organisation having last been rebranded when it was corporatized 15 years ago, this new rebranding exercise was actually driven by two much more substantial forces. One, the explosive growth in TM products and services in response to both new technologies and competition from other telcos, and the resultant necessity for transformation in company systems and service delivery And two, the expansion of TM, stimulated partly by a spirit of enterprising expansion, partly to replace revenues lost through steady shrinkage of its fixed-line business in Malaysia, into markets like Singapore (through a shareholding in Ml), Indonesia, Thailand, Cambodia, Pakistan, Bangladesh, Sri Lanka and even Africa. With new visions, new branding was called-for in the international arena, just as projection of a radical new personality signalling improvement and progress was required in the domestic market. Dato' Ranbir, with a degree in mathematics and economics from ANU, Canberra and a masters in business administration from Macquarie University, Sydney, seems to have been a natural for headingTMs massive 40
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• WHOLESALE
AS AT 31 MARCH 2005
TM WHOLESALE*
TM RETAIL* •
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100% TELEKOM MALAYSIA (UK) LIMITED
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100% TELEKOM MALAYSIA (USA) INC
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100% TELEKOM MALAYSIA (S) PTE LTD
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60% FIBERAIL SDN BHD
TM 1
J{• RETAIL
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100% TELEKOM MALAYSIA (HONG KONG) LIMITED
look. Simultaneously TM embarked on an ambitious "brand internalisation" process to ensure that the changes were, and were seen as, more than just cosmetic. After Dato' Abdul Wahid Omar, took over the helm of the company, as the Group CEO, in July 2004 and gave the program his approval, the launch came together in just three months. By launch date 5,000 front-line staff had been retrained to spearhead the campaign at the customer interface, and the rest of the corporations
69.52% VADS BERHAD " 100% VADS e-SERVICES SDN BHD - 100% VADS SOLUTIONS SDN BHD ^ 100% VADS PROFESSIONAL SERVICES SDN BHD 100% TELEKOM SALES & SERVICES SDN BHD 100% GITN SDN BERHAD 100% TM PAYPHONE SDN BHD (formerly known as Citifon Sdn Bhd) 70% MEGANET COMMUNICATIONS SDN BHD
J{• MOBILE 100% CELCOM (MALAYSIA) BERHAD - 100% CELCOM MOBILE SDN BHD (formerly known as TM Cellular Sdn Bhd) - 100% CELCOM TRANSMISSION (M) SDN BHD
1-41% FIBRECOMM NETWORK (M) I SDN BHD - 100% CELCOM TECHNOLOGY (M) SDN BHD -27.15% CELCOM TIMUR (SARAWAK) SDN BHD -60% CELCOM TIMUR (SABAH) SDN BHD - 100% TECHNOLOGY RESOURCES INDUSTRIES BERHAD -49% MOBILE TELECOMMUNICATIONS COMPANY OF ESFAHAN (J.V.-PJ.S.) - 100% ALPHA CANGGIH SDN BHD 100% MOBIKOM SDN BHD
Note: Depicting Major Subsidiaries/Associated Companies only * Strategic Business Unit (SBU) within Telekom Malaysia Berhad
ADOI MARKETING COMMUNICATIONS MAGAZINE
...TM spends in excess of RM100 million every year on social responsibility programs including education (TM runs the 19,000-student Multimedia University and a Multimedia College)
28,000 people informed and motivated by an in-house email,website and print campaign. Consumers were impacted with what Dato' Ranbir termed an "intense" barrage of TV and press, plus 600 outdoor sites. And the new look was carried through to allTM vehicles and uniforms. To complete the total "umbrella transformation" of Telekom Malaysia to the more welcoming, user-friendly, responsive TM, key retail outlets were refurbished and rebranded for the launch, and the process is continuing progressively. The clutter of 21
phone numbers customers had to contend with to communicate with TM has been slashed to just three. AndTM has embarked on a major CRM operation, currently in the implementation stage and due to be fully in place by 2006. Dato' Ranbir and his marketing teams handle the communications of TM's brand, sub-brands, products and services through a panel of six above-the-line and four belowthe-line agencies, whose campaigns are co ordinated as effectivelyand efficiently as possible convey the "TM triple play" of "connectivity,
communications and content." Asked about "corporate social responsibility," Dato' Ranbir said that TM spends in excess of RM100 million every year on social responsibility programs including education (TM runs the 19,000-student Multimedia University and a Multimedia College); connecting Malaysian children to the web through its SchoolNet scheme; and sponsorship of sporting events, groups and individuals including the Football Association of Malaysia, Tour de Langkawi and other community / nation-building projects.
Awards
a promise to filmmakers THE Malaysian Video Awards (MVA) cele made it as the longest-running and biggest from Planet Films won gold for Best TV / brated its 10th year with a big bang. How they independent film animation festival by reach Cinema Commercial and Best Scriptwriting have lasted a decade has left many wonder ing its tenth year. He is still fighting to keep with 'Troika. Iclaudius, who also bagged the ing. The overwhelming attendance by all in the opportunity open to all. tide Best Director tide said, "Its not about the film industry proves this to be a celebrated This year however, their efforts have in where you are from, its about your purpose; event, in fact the only credible film recognition deed paid off. In the true spirit of MVA, the and this lays beyond the box we must all step one could hope to obtain in Malaysia. How winner of Best of MVA is Muhammad Usafrom- the realisation of 'Troika'." Not miss ever, that is about all the support that they are mah, with a short animation film ing a beat, Passion pictures has actually getting. Chan Moon Kien, entitled 'Misi Mustahak\ Its not about again emerged as a winner for founder of MVA admits to struggling This year This animation tells the inhere you are Best Production Design, Best year after year for sponsorship. Diplo however; story of three senior citi from, its about Costume Design and Best Cin matically worded, it is funded by Vol zens who go on a secret ematography with its work 'One untary contributions from the public their efforts mission to watch a late your purpose; Promise. Not missing out on and the industry', truth is they barely have indeed night TV programme, in and this lays the action, MFX has once again scrape through. Depending entirely on the course of which they beyond the box proven its dominance in its field entry fees to invite judges and interna stumble into a high-tech of post production by grabbing we must all all tional speakers, ticket fees to pay for imaginary world of mili the Gold in that segment: venue, event organisers and running costs, and tary intelligence. 'Misi Mustahak\ a stepfrom... Best Editing, Best Special Ef sponsorship for prizes. Even that, the number final year project by a group of MMU fects, Best Animation and Best of entries has dissipated from almost a thou students, stumped other MVA Gold winners Use of Motion Graphics. Having seen their sand entries last year to half. Is MVA losing for the ultimate award including many sleek work, I wouldn't say that their win came as a its spirit? What keeps the council going is the professional productions. Only at MVA do surprise at all. knowledge that they are wanted, Moon made judges look past age and experience to simply a promise when they began, to give young reward credit where it's due. Congratulations to all winners and syabas filmmakers a fighting chance. Though he has In the professional categories, Iclaudius MMU Students, well done!
paid off.
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ADOI MARKETING COMMUNICATIONS MAGAZINE
Professional Crafts Results: Results Sheet B1 : Best TV/Cinema Commercial Production House Planet Films Passion Pictures Passion Pictures
Post Production HouseITitle Troika VHQ Post (M) Sdn Bait F Design One Promise Finito
RESULTS
1 2 3
Recipient Iclaudius Karen De Silva Sheen Singh
m
Results Sheet B2 : Best Director
Planet Films PRS Productions (M) Sdn Bhd Passion Pictures
Post Production House VHQ Post (M) Sdn
Troika
1
Iclaudius
APV Finito/Twisted
MyVi "The Chase" Dreams
2 3
Telly Koay Jamie Quah
Title One Promise Dreams Telekom CNY-The Story of Nien
RESULTS 1 2
Recipient Doma Broun Lum Heng Foon
3
Wong Voon Leong
Post Production House Finito Finito/Twisted
Title One Promise Dreams
RESULTS 1 2
Recipient Sergio Gaston Danny Pope
APV
Myvi "The Chase"
3
Telly Koay
Post Production House Moon FX Sdn Bhd
Title
RESULTS
Recipient llya Albuhanov
(M) Sdn Bhd Moon FX Sdn Bhd
Maxis 'BMX' Futsal
Results Sheet B03 : Best Production Design Production House
I 1 UUUv/llV/l 1 1 IV/llww
Passion Pictures Passion Pictures Independent Pictures Sdn Bhd
Post Production House Finito Finito/Twisted Asia Pacific Video Lab
10th MVA Video Awards 2005 Results Sheet B05 : Best Cinematography Production House
II vvlUvllvl 1 â&#x20AC;¢ iVVlwv
Passion Pictures Passion Pictures PRS Productions (M) Sdn Bhd
Results Sheet B06 : Best Editing Production House B& W Films Sdn Bhd F Design, Finito Planet Films Planet Films
Yom Vichaii llya Albuhanov
Results Sheet B07 : Best Special Effects Production House Passion Pictures Passion Pictures Hue Visualab
Post Production HoufKI Moon FX Sdn Bhd Ahli Fiqir"Angguk Hue Visualab
Title Scratch Changes - angguk,
RESULTS
Recipient Tan Lee Chia Chan Moon Choong Joey Khor
m
Professional Crafts Results: Geleng-geleng" Results Sheet B08 : Best Animation Production House Passion Pictures
Post Production House Moon FX Sdn Bhd
Title Scratch
RESULTS 1
Moon FX Sdn Bhd Passion Pictures
Moon FX Sdn Bhd F Design
Birds- Part 1 Bait
2 3
Recipient Tan Lee Chia Tan Lee Chia & Lau Kim San Albert Chew
RESULTS
Recipient r '•
1 2 3
Zulfadhly Luey Steve Bristow Timothy Tio
10th MVA Video Awards 2005 Results Sheet B09 : Best Use of Motion Graphic Design Production House Ng Yoon See, Planet Films Creative Licence View Hunter Sdn Bhd
Post Production House
Title
Moon FX Sdn Bhd Futsal Double Vision The Ticket One Degree North Sdn Bhd Motion GraphicsClas News
Results Sheet B12 : Best Performance |Production House PRS Productions (M) Sdn Bhd Independent Pictures Sdn Bhd
Chilli Pepper Films
Post Production House
Title
RESULTS ReciDient
VHQ Post (M) Sdn
MC Square
1
Telly Koay
VHQ Post (M) Sdn
Astro-Kedia Runcit
2
Aaron Phua Yi Ren
Mirage Post
Raja Affandi Raja A Malaysian In Turkmenistan 3
Jamaluddin
Post Production House VHQ Post (M) Sdn
Title Troika
RESULTS 1
Iclaudius
VHQ Post (M) Sdn
MC Square
2
Telly Koay
VHQ Post (M) Sdn
Rotiman VS Milkman
3
Telly Koay
Title Misi Mustahak
RESULTS 1
G-23 18?
2 3
Recipient Muhammad Usamah Zaid Bin Yasin Anthony Chen Danny Lim
1
wW^iVI 11
Results Sheet B13 : Best Scriptwriting Production House Planet Films PRS Productions (M) Sdn Bhd PRS Productions (M) Sdn Bhd
Results Sheet BB: Best of MVA
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ADOI MARKETING COMMUNICATIONS MAGAZINE
•
1
Why run with the crowd, when you can fly? At 30,000 feet, inflight advertising gets you soaring above the competition. Spafax Airline Network offers you the undivided attention of over 350 million passengers - now that's something worth taking off for! x with 40 major airlines on video, audio, print and interactive to help you achieve incredible mileage. Call (60-3) 7665 9°5°> umar@spafax.com.my or log onto www.spafax.com.my to find out more.
• '•» -
Mobile
all user generated content sites, eBay, the fun damental premise of self expression and user generated content is galloping. Rapidly. Let s look at this concept in the realm of the music world. In the traditional music world, people bought music for their personal enjoyment and enter tainment. Ones record/cassette/cd/walkman player defined the playback points and the headphone defined the personal and private nature of music enjoyment. Like it does even todaywith MP3 devices and (instantly recognizable!) headphones.
by Sudhansu Sorawala, Soundbuzz, S'pore
But, alongside the above there is a parallel mu sic universe. Where one buys music for others to hear - like ringtones. Where one may not even hear the music one has bought - only others hear it - like ringback tones. Or where one programmes music onto ones blogs (avatars') - so as to enable visitors to experi ence a certain am bience.
"Globalization 3.something"
is mu (...and that thing calledRingtones!) This sic for self-
Thomas Friedman, in his treatise on Global developmental megatrends in "The World is Flat", defined three major trends: Globalization 1.0 = Country led globalization (the advent of colonization) Globalization 2.0 = Company led globalization (the birth of the MNC) Globalization 3.0 = Individual led globalization (enabled by the wired world). Within Globalization 3.0 and its individual principle - lets call it ^.something' - the wired and mobile world seems to have tapped into an inherent desire of the global population the desire for self expression and content cre ation by the user. Think about it. From the very concept of Blogs (text, audio and now video), to the phenomenon of Podcasting, the ubiquitous-ness of P2P networks, the Korean Avatar concept and the mother of 46
expression. And its growing faster than the market for entertainment'. In 2005, this market exceed ed US$5 Billion worldwide and is well on track to exceed US$8 Billion by 2008*. Japan consumed more than a billion ringtones in 2005. China was not far behind with an estimated 500 million tones. And another 40 million Ringback tone subscribers. Fast rising mobile markets like India clocked over 100 million units in the year. The monophonic and polyphonic ringtone is now making way for the MasterTones/True Tone where the actual song replaces the syn thesized midi tone of yesterday. The other interesting fact that goes along with this phenomenon is that of pricing. It appears that consumers are willing to bear a higher price for self-expression as compared to entertainment. How else would one ex plain the fact that in almost all markets, ringtone related products cost more than a digital
ADOI MARKETING COMMUNICATIONS MAGAZINE
download of the entire track (moreover one can burn this digital track onto CD and port it to an MP3 player!). Here are some pricing examples from Asia-PacificA:
Mastertones
Vs Online Tracks
Singapore S$ 3.15
Vs S$ 1.99
India
Rs.15-25 Vs Rs. 10-20
Australia
A$ 5.50+ Vs A$ 1.69-1.89
Given the rate of growth of this market, the fact that the monophonic ringtone has evolved seamlessly to the Polyphonic tone and now to the MasterTone, the fact that the consumer is willing to pay more than a digital download price for a ringtone that can only be used on the phone, and the reality that it a repeat us age/refresh market with the ability to 'display' more than one ringtone on a phone, I have to conclude that the usage philosophy for this music derivative is significandy different from that of traditional music entertainment. This is self-expression. And is at a premium to entertainment.
As I scour the past landscape for a parallel, I can only find Karaoke as the great music ex pression tool that thrives even today particu larly in Asia. It appears that Ringtones and ringtone derivatives are clearly the biggest music expression tools since karaoke! For those of the older generation who need to understand the difference between music entertainment and music expression, I would use the following analogy: The walkman with the headphone epito mized private music enjoyment. The booming 'boom box' carried on the shoulders symbolized music expression. The musicindustry has (inadvertendy?) found another lucrative use for its product. And can only thank the consumer for that.
Notes: *Ref. Research Agency Ovum Soundbuzz Market Data • Other figures used in this report arefiguresfrom Soundbuzz estimates and Industry Bodies.
THE NEW
by Mack Zulkifly
CHALLENG THE ADVERTISING Every divisional head has a plan of op erations. Even marketing is an operational division. A company operates in order to be part a mechanism that creates a customer who in turn creates a profit for the sharehold ers. Yes, essentially profit is the domain of the customer. The organizational architecture is the mere technician in obtaining the pofit. Many attribute the advent of fierce com petition amongst same-industry organisations fighting for more of the same pie as the cause of heightened sensitivity and complications of markets. By and large, this assumption cannot be denied in entirety, but there also exists a less popular but equally important factor. Your customers also are privy to the art of doing business. Increasingly, they function, own or
Product advertising must now equally give emphasis to how these revenue-centric companies are realizing that revenue is merely a downstream process... are part of another business. They see' through normative advertising messages and come to expect higher value when making their pur chase decision. Coupled with fierce competi tion which makes a lot more options available to them, they become an extremely discerning customer. Two strengths underlie the growing power of value players in consumer markets. The first is an impressive cost advantage rooted both in industry-specific sources and in relentless
AGENCY execution. Ryanair and our very own LCC Air Asia, for instance, offer consumers lower prices by departing from traditional operating methods. They fly aircraft more hours a day, keep labour costs low,distribute tickets online, and provide few or no in-flight frills. Hypermarts like Giant and Carrefour combines excellence in distribution, better purchasing, deep vendor relationships, and higher productivity. Dells competitive PC prices stem from a very efficient supply chain and thus, lower manufacturing costs and craft ing new points of purchase that are cheaper to manage and maintain. These advantages are typically years in the making and so difficult to emulate that rivals lacking them find it hard to compete on price. Advertising agencies must now use these ad vantages to the clients benefit and communi cate the value differentiation effectively. After all, the clients put in a lot of hard work to get there. Product advertising must now equally give emphasis to how these revenue-centric companies are realizing that revenue is merely a downstream process, and the upstream cause of revenue is the customer - hence the term customer centric. Customer management is the key to de veloping increased value beyond tangible management of core material and human re source. Good advertising strategy plays a big
role in this, by reiterating the value of being a customer thus rewarding' existing customers with the feeling that they have 'bought' into a good deal. Happy customers come back for more and thus besides the key role of acquir-
When that happens, agencies can lay claim to the 'clientpartner ship' bragging rights rather than a mere'vendor\ which many are falling into right now. ing new business the campaign also contribute in retaining existing ones. That is how advertising agencies will face the challenge of the tough consumers that their clients are trying to win over. By provid ing value proposition beyond the mere propa gation of the awareness' theory, advertising agencies become part of the internal business process and a potent tool in retaining business. When that happens, agencies can lay claim to the client partnership' bragging rights rather than a mere Vendor', which many are falling into right now. Heck, this kind of relationships will even negate the dreaded 'tender' process and troublesome speculative work that goes into a pitch for advertising work. It also saves the client having to pay a 'pitching fee'.
Leo Burnett and Arc *• North America took home fjOfi S\f A the Marketing Agencies IF- f Ifi Association Worldwide s ' . IW coveted Gran Prix Award V / J for their Cadillac Under 5 j campaign that promoted GM's three V-Series ve hicles that go 0 mph to 60 mph in five seconds. The six-week campaign, begun in January, re sulted in 43,000 more dealer requests than the same period last year. Traffic to http://www. cadillac.com/ increased by 358 percent during the same period.The agencies also won Globes Awards in the Innovative Idea/Concept and Interactive Media categories for the same cam paign. Draft Malaysia with 'Feel This' for the Obstetrical 8cGynecological Society of Malay sia was the only winner from Malaysia. rrij , n » , Many winning campaigns 1 hepurpose ofthe Globes were celebrated at the is to call attention to, and Globes Gala reception re confer recognition upon, cently. The purpose of the Globes is to call attention outstanding below-the-line to, and confer recognijcampaigns produced by tion upon, outstanding OJisj agencies for client below-the-line campaigns I produced by agencies for companies and organiza tions around the world. client companies and organizations around the world. MAA Worldwide is a not-for-profit trade association for marketing-agency principals founded in 1973.
Impress me. You've got 5 seconds
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2005 GLOBES WINNERS
GRAN PRIX Agency: Leo Burnett, Arc Worldwide, USA Client: General Motors "Cadillac Under 5" Best Multi-Discipline Campaign Globe Wunderman CatoJohnson, Argentina Client: Gillette "Better Think Pink" Best Multi-Discipline Campaign Gold Agency: Segal Communications, Canada "AXJE Ice Party' Best Sponsorship or Tie-in Campaign Globe Agency: Sony Pictures Entertainment, USA Client: Sony Pictures "Spider-Man 2 and Kelloggs" Sponsorship orTie-In Campaign Gold Agency: Promarket, Israel Client: Superpharm "Sand Festival"
Best Use of Direct Marketing Globe Agency: Draft Malaysia Client: Obstetrical Sc Gynecological Society of Malaysia "Feel This" Best Use ofDirect Marketing Globe Agency: TPN, USA Client: Gatorade "2004-2005 Gatorade High SchoolAthlete Award Program" Gold Agency: Client:
TEQUILAX Singapore ESPN " Never Underestimate the Power ofSport"
Client:
Centers for Disease Control &c Prevention "VERBnow.coin
Most Effective LongTerm Promotion Marketing Campaign Globe Agency: Velocity Sports &c Entertainment, USA Client: edEx "FedEx Air & Ground" Most Effective Long Term Promotion Marketing Campaign Gold Agency: Arnold Worldwide, USA Client: American Legacy Foundation "Truth Campaign Best Activity Generating Brand Awareness & Trial Globe Agency: Dialogue, UK Client: McVities "Who Ate All theJaffa Cakes?" BestActivity Generating BrandAwareness & Trial Gold Agency: Grand Central Marketing, Inc., USA Client: The Meow Mix Company "The Meow Mix Cafe" BestActivity Generating Brand Volume Globe Agency: Integrated Options (Euro RSCG 4D), Australia Client: Nestle New Zealand "KITKA$HFake BarsGold Agency: Client:
Triad Promotional Marketing, Australia Cadbury Schweppes "The Incredibles Multi-Brand Promotion
Best Innovative Idea or Concept Globe Agency: Leo Burnett, Arc Worldwide, USA Client: General Motors "Cadillac Under 5"
Globe Agency: Client:
Best Innovative Idea orConcept Gold Agency: Grand Central Marketing, Inc., USA Client: The Meow Mix Company "The Meow Mix Cafe"
BestActivity Generating Brand Loyalty Gold Agency: Blue Chip Marketing, UK Client: The Kellogg Co. "10,000 STEPS"
Best Use of Interactive Media Globe Agency: Leo Burnett, Arc Worldwide, USA Client: General Motors " Cadillac Under 5"
Best Business-to-Business Campaign Globe Agency: Civic Entertainment Group, USA Client: CNN "CNN Convention Diner"
Gold Agency:
Best Business-to-Business Campaign Gold Agency: Promotive, Australia
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Frankel, an Arc Worldwide Company, USA
TEQUILAX Singapore Pan Pacific Hotels and Resorts "Pan Pacific Privileges'
ADOI MARKETING COMMUNICATIONS MAGAZINE
Client:
BlueScope Steel "Xlerate to XLERPLATE"
Best Retail Account-Specific or Channel Market Globe Agency: OSL Marketing Inc., Canada Client: Pepsi QJG Canada "Start Your Day With Goodness" Gold Agency: Client: Globe Agency: Client: "Around
SPY, Turkey Jetix "Future School Competition" Marketing Communications, Russia Vinodel Collection the World in 80 Days"
Best Dealer or Salesforce Activity Gold Agency: Buzz, Brazil Client: Santander Banespa "Smart Eye" Globe Agency: Client: o
j
Digitas, USA Pontiac Motor Division " Apprentice Early Order Program"
Best Brand-BuildingCampaign Gold Agency: Infinity MarketingTeam, Inc., USA Client: Hewlett Packard "YOU+HP Experience" Globe Agency: Client: Agency: Client:
The Marketing Store, UK ASDAWalmart "Tickled Pink' iris Nation, UK Department for Transport "THINK! Drink Drive Partnership"
Best Event Marketing Campaign Globe Agency: AMCI, USA Client: Toyota Motor Sales "Put It In Play" Best Event Marketing Campaign Gold Agency: Grand Central Marketing, USA Client: The Meow Mix Company "The Meow Mix Cafe" Globe Agency: Client:
Biaita Midias Mirabolantes, Brazil Shell Brasil "Pit Stop Shell"
Best Small Budget Campaign Gold Agency: Arc Worldwide, Malaysia Client: Malaysia Airlines "Secret Note"
Members of the the 4As recently proclaimed their unwavering support to implement a fee for speculative new business pitches. The 2As reacted with disappointment and concern with the manner how it was handled. They claim they were not consulted officially. Technically speaking, the 4As do not need to get the 2As endorsement in order to serve the interest of its members. Bottom line, the first move has been made. As one industry observer pointed out, "The cat has been belled." Duly elected President Datuk Vincent Lee in a subsequent statement had this to say to all 4As members, "We need to be united, onlvwe can make ourselves fail."
Isn't it about time you switched to a pay tv channel that's not a weather-forecaster?
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The world's first 6-star hotel for animals.
The world's first 6-star hotel for animals. WSK
Arc Worldwide Malaysia's Achievements - 2005 New York Festivals Interactive 1 Bronze Client: Women's Aid Organisation Title: Speak up Direct Marketing Association ofMalaysia BEST OFTHE BEST BEST OF SHOWCREATIVE 2 Gold 11 Silvers 9 Bronzes 1 Merit Media HK 1 Finalist Malaysia Airlines, Stockholm Banner Echo International, 1 ECHO Leader Plaque Client: Sunway Lagoon Resort Hotel Title: Roll over Santa 1 Finalist Client: Malaysia Airlines Title: Secret Note DM Asia BEST CRAFT IN EXECUTION CREATIVE IDEA 1 Silver Client: Women's Aid Organisation Title: Hurtful Words
1 Bronze Client: Women's Aid Organisation Title: Speak up BEST USE OF CHANNEL ONLINE 1 Silver Client: Women's Aid Organisation Title: Hurtful Words 1 Finalist Client: Women's Aid Organisation Tide: Speak up Adfest/Direct Marketing Direct response others: 1 Silver Client: Sunway Lagoon Resort Hotel Title: Roll over Santa Direct Response Print: 1 Bronze Client: Women's Aid Organisation Title: Emotional Scars The Promotional Marketing Awards Asia Best small budget campaign 1 Silver Client: Sunway Lagoon Resort Hotel Title: Roll over Santa 1 Silver Client:
Malaysia Airlines
Title:
Secret Note
Most innovative idea or concept 1 Bronze Client: Malaysia Airlines Title: Secret Note Best use of Direct Marketing 1 Finalist Client: Petronas Title: 10 years in F1 Best multi-disciplined Promotion Campaign 1 Finalist Client: Malaysia Airlines Title: Travel Fair Best cause or Charity marketing Campaign 1 Finalist Client: Women's Aid Organisation Title: Emotional Scars Most innovative Idea or Concept 1 Finalist Client: Sunway Lagoon Resort Hotel Title: Roll over Santa The One Show Excellence in Design 1 Merit Award Client: Women's Aid Organisation Title: Emotional Scars
New York festivals 1 Finalist Client: Sunway Lagoon Resort Hotel Title: Student Card 1 Finalist Client: Malaysia Airlines Title: Secret Note Total Metals: 34 Total Merits: 11 Grand Total: 45 NEW BUSINESSES WON -2005 • Malaysia Airlines Internet Booking Facility • Malaysia Airlines Enrich • LGB Group • Bukit Gasing Developments • Johnnie Walker * In less than a year, Arc has achieved millions in billings from scratch. NEW HIRES-2005 • Total of 22 new hires (executive positions) since Jan in departments across Arc • New head of Customer Relationship Management, scheduled to join Jan 2006
Most Impressive Newcomer 2005
Arc Worldwide
nbers Game The campaign captured the Nations at tention and interest almost immediately. Lee Choo Peng, Naga DDB Business Unit Head, explains that, "This was a car that marked a new leap for Perodua - and we needed to underline that in our campaign. If the magic is the product, then our job was simply to magnetise the magic through every Malay sian passionpoint - from driving to food to nightlife to the arts."
The campaign went beyond the conventional boundaries of media. It was a holistic approach to communication that saw no limits on the number of contact points with consumers. An unusual and effective publicity initiative was the creation of a series of collaborative "Peo ple s Masterpiece" art exhibits with six bright stars exuding pure energy to interpret the pas sion of Myvi. The artists involved were M.
Tom Abang Saufi, Azan Ruffedge, Ramlan Abdullah, Bernice Chauly, Azrina Zizal A Aziz and Shawn Loong. Each of them created a masterpiece out of a feature of Myvi. The inspiration of their masterpieces embodies the soul of the car interpreted through an art piece, sculp ture, photograph, fashion, furniture, hairstyle or mural. Hegel once said: "Nothing great has been accomplished without passion". And their passion reached out to many in ways they never knew.
"The Naga DDB team working hand in glove with Perodua has successfully introduced the Myvi as a refreshing and aspirational brand, one very much in demand by the Malaysian consumer. As a symbol of Peroduas innovation, it is changing the perception of our cars and the organisa tion as a whole," said Ooi Joo Hong, Deputy GM of Perodua Sales.
A
»BEST OF 2005
Drivin The Ni
velopment is well spent.. To date, bloggers are still raving and ranting about how stylish and affordable it is. How was this achieved? j The effectiveness of campaigns is in the numt bers. In the case of Perodua's launch of Myvi, f they have achieved that and beyond, with just I one single campaign. It's sixth model, since it I started making cars, Myvi launched in May I 25th, and has now more than 32,000 units on I the road and 43,000 units on the waiting list, I and orders are still rising. This is an amazing I feat considering the fact that we are talking | a product that is priced around 40 thousand and with approximately RM2.8b in sales, one I could safely say that the RM210m for its de ADOI MARKETING COMMUNICATIONS MAGAZINE
Naga DDB's task was to focus on exploring opportunities at every turn and to ensure that every idea was inextricably connected to driv ing and owning the proposition that Myvi is a car born out of passion. Thus the tagline "It's a Passion" was created. The campaign is based on the idea of magnetism and is a culmina tion of 6 months work by a multi-disciplinary brand team- covering pre-launch, launch, on line, fan previews, race-track tests for media, nighdy hotspot drive-bys and even a Myvi-inspired "People's Art" exhibition.
Most Impressive Local TVC 2005 "Jogger" Title: Jogger Client: Toyota Agency: Saatchi & Saatchi Company: PASSION PICTURES Creative Directors: Henry Yap / Edmund Choe Copywriter: Primus Nair Art Director: Ong Kien Hoe Client Service: Augustin Ng / Justin Dee / Lee Lim Meng Agency Producer: Shirren Lim Production House: Passion Pictures Production House Producers: Karen D'Silva / Razlan Ramdan / Affendi Harjoh Post Production House: F Design Film Director: Jamie Quah Director Of Photography: Low Soon Keong Editors: Paul Makridis / DANIEL MAY Animation: Albert Chew Music Recording Studio: Add Audio Sound Engineer: Sean Gregory Duration OfAd:3Q sees
The irresistible VIOJST
Most Impressive ADOI Cover 2005 - Readers' Choice Winner :June Cover Man Of Our Times - Dato' Kalimullah Hassan Runner up (.tie): October Cover Malaysian Creative Circle 2005 & April Cover TBWA\ Malaysia: Constructive Disruptive
MALAYSIA S MEDIA. MARKETING, ADVERTISIN Jurw 200*>
Dato' Kalimullah Hassan OPB D&AD li
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>>BEST OF 2005
Most Impressive Local PRINT 2005 "School Photo" Title: School Photo Client: Nikon Malaysia Sdn Bhd Agency: Naga DDB Sdn Bhd Company: Naga DDB Sdn Bhd Creative Directors: TedLim/Alvin Teoh CopyWriters: Ted Lim / Mindy Teh/ Kevin Le Art Directors: Khoo Choo Kian /MUN Client Service: Shery Lim / Connie HOT Designer: TanYeeKiang Photographer: Kok Meng - Studio Rom Print Producer: Tricia Lee Color Separation: Times Graphics Solutions Sdn Bhd Digital Retouching: Twinson Chong- Studio Rom
Best of MC2"Bubbles" Title: Bubbles Client: Sony (M) Sdn Bhd Agency: McCann Erickson (Malaysia) Sdn Bhd Creative Directors:Ean-HwaHuang/Szu-Hung Lee CopyWriter: Ajay Bakhshi Art Directors: Chee-Wee Choo/ Sie-Yang Tan/ Ean-Hwa Huang Client Service: Dinesh Sandhu/Joyce Chan Photographers: Adam Seow/Adam Photo Print Producer:Jimmy Ong ColorSeparation: W&W SDN BHD
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ADOI MARKETING COMMUNICATIONS MAGAZINE
ÂťBEST OF 2005 Last year had been a great year of recognition for many people and record breaking works. ADOI pays tribute to a few of the many achievements selected by our readers in The Best of2005
Title: GRRR Advertiser: HONDA Product or Service: HONDA DIESEL Advertising Agency, City: WIEDEN+KENNEDY, London Country: UNITED KINGDOM Creative Director: Tony Davidson/Kim Papworth Copywriter: Sean Thompson/Michael Russoff/Richard Russell Art Director: Sean Thompson/Michael Russoff/Richard Russell Agency Producer: Charlie Tinson/Rob Steiner Production Company, City: NEXUS PRODUCTIONS, London Country: UNITED KINGDOM Director: Adam Foulkes/Alan Smith Producer: Jullie Parfitt/Chris O'reilly Editor: Nexus Music: Be Nice To The Pigeons/Hate Something Sound/Design Arrangement: Wave London Account Supervisor: Francesca Sellers Advertiser's Supervisor: Matt Coombe Synopsis: Can hate he a good thing,? Honda 'Grrr' sets out to prove just that. A tranquil world is invaded by flying, dirty old Diesel engines. However, the population get angry and even, using their hate for the better, destroying every last one. Finally, they herald the brand new Honda Diesel
Most Impressive International TVC 2005 ADOI unanimously votes Honda "Gnr"forThe BestTvc in the World 2005. It has astounded hundreds of judges to win Grand Prix or Best of Show at 7 major international award shows. With that it sets a new record, to win by the biggest margin ever, in the Commercials league table in Gunn Report 2005. 66
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ADOI MARKETING COMMUNICATIONS MAGAZINE
The Most Awarded Aoencies in The Worldin 2005 Winn«t Pts
Winner Pt*
TOT,
Creative Juice\Gl sprint campaign for Tamiya Model Toys
K> Paul©) (1) 2. TBWAiPifl# (5} 3. Dsntsu (Tokyo & Osaka)(8) 4 006 London <4) 5. Crispin Potter •Bogurty (Miami) (3) 0. Dei Campo Nazca Saatchi ft Saatchi(Buenos Aires) (4 7* DOB Germany (BeiSn) (-} viMtfi •Kennedy (London) (2) 9.180 Amsterdam (18WTBWA) (14) 10. T8WA\Chiet\Day (S. Francisco, New York,LA) (7) 11 Lowe (London) (19») 12. Bartle Bogle Hegaity (London)(32=) 13- Euro RSCG Flagship(Bangkok) (12) Taxi (Toronto) (-) 15* BETC EuroRSCG (Parts) (22») Fallon (Minneapolis & New York)(37») Saatchi & Saatchi (Bangkok) (22*) Springer & Jacob* (Hamburg) (-) 19= Abbott Mead VickaraBBDO (London) (3?=>) Creative JwcaOl (Banflkok) (-) TBWAVLondon (11)
The Gunn Report 2005 Summary Directors in The World in2005
i
Commercial or TV/Cinema Campaign of the Year: Honda Diesel "Grrr" - Wieden + Kennedy (London) (Runners upLAdidas"Laila -180Amsterdam (180/TBWA)& Canadian Short Film Festival "Good Cop/Dad Cof/Special FX/'love Story* & Campaign - Taxi (Toronto)
i
Print Ad or Campign of the Year: Tamiya Model Kits Shop "Light Bulb' / 'Frog"AVatermelon - Creative Juice/Gl (Thailand) (Runners up:Anglican Welfare Council"Churchill"/'Chaplin/'Newton 07M Singapore & Voljswagen Polo "King Kong - DDB London)
ii
Country of the Year: USA (Runners up: Great Britian &France)
1. Thanonchal Somartvichai(Thailand) (2) 2= Adam FoulkesI Alan Smith (Great Britain)(-) Noam Murro (USA)(10=) 4= Daniel Kleinman(Great Britain) (-) Suthon Petchsuwan (Thailand) (1) 8. Lance Acord(USA) (10=) 7. Tim Godsall(Canada) {-) 8® Simon Bross (Mexico) (20=) Luciano Podkamirwky (Argentina) (-) 10. Ivan Zachariaa (GreatBritain) (7=) 11= BryanBuckley (USA) (-) Andy FogwHI (Argentina) (20=) 13= Agustin Alberdi (Argentina)(-) Nesll Blomkamp (Canada) (-) Rirtgan Ledwidge (Great Britain)(-) Sebastian Strasser (Germany) (-) 17= Philippe Andre(France) (-) Remy Betvaux (France) (-) Les Elvis (France)(20=)
iv Advertiser of the Year: Volkswagen (Runners up:Adidas & Sony)
Frank Budgen (Great Britain)(3=) Craig GiMespia (USA) (-) UK Johansson (USA &Great Britain) (-) The Periorian Brothers(Canada) (-) Ote Peters / Timo Schaedel (Germany)(-) 25® Javier Bianco (Argentina) (-)
v
Armando Bo (Argentina)(-) Johan Renck (France& Sweden) <-} (numbers in brackefc ()«ranking2004)
Hunt, Creative Director Worldwide, join me in congratulating our award-winning offices around the world." Adoi presents the winning tables for your reading pleasure. To access the exclusive Gunn Report Library for winning tvcs and those dating back to 1962, go to http://www. gunnlibrary.tv
Production Company of the Year: Phenomena (Bangkok) (Runners up: @radical media (london, Paris, Berlin, Sydney, New York) Biscuit Filmworks (Los Angeles): Nexus (London)
vi Director of the Year: Thanonchai Sornsrivichai (Thailand) (Runners up:Adam Foulkes/Alan Smith (Great Britian): Noom Murro (USA) vii Agency of the Year: AlmapBBDO (Sao Paulo) (runners up: TDWA/Paris £s?Dentsu (Tokyo & Osaka) viii Agency Network of the Year: TBWA Worldwide (Runners up: BBDO Worldwide & DDB Worldwide)
nifln II • MI i IT snoi IIUK05
FEDS BUST MAG CIRCULATION FRAUDS. Following the charging in June 2005 of three employees of Newsday with fraudulently inflating the publication's daily paid circulation by almost 100,000 the publisher and circulation director of Laptop have been arrested for conspiring with a distributor to falsely inflate the magazine's circulation by 15,000 copies. In a widening scandal, and to the outrage of media buyers, other publications including the Dallas Morning News have been rushing to voluntarily admit also overstating their numbers. A FACELIFT FOR THE COLONEL. KFC is currently test-marketing a new "friendlier, healthier" representation of the late Colonel Sanders chosen from over 250 alternatives created by brand-imaging agency Tesser. Consumer research having reportedly revealed that the old Colonel appeared more interested in commerce than cooking chicken, his new incarnation shows him wearing a red apron. THE UPS AND DOWNS OF ENERGY DRINKS. Though thus far accounting for just US$3 billion of the US$93 billion U.S. beverage market, energy drinks are by far the fastestgrowing item in the industry, up 61 % in the past year, and Coca-Cola executives estimate that by 2008 industry-wide profits from these liquid boosters may be as large as from soft drinks, bottled water and sports drinks combined. The downsideis that energy drinks are sky-high in sugar and caffeine; some health experts warn they could be addictive; and those with current levels of caffeine have already been banned in France, Denmark, Norway and Argentina. CLOSE SHAVE FOR SINGAPORE TODAY. MindShare Singapore has achieved great cut-through for the launch of the Gillette M3 Power, world's first battery-powered razor, with a an ad buy that appeared to "shave" a strip of news off the front page off the daily commuter newspaper Today. The campaign was earned through on doors, lights, plasma screens and light boxes on the transit system and supported by shaving demonstrations at station entrances. It also appeared on buses, radio and TV. 64
HOW MUCH DO MEDIA PLANNERS REALLY KNOW ABOUT MEDIA? by The Hammer
You've heard it a million times. Clients want value, reach and impact. Media planners juggle budgets, schedules and choices to client wish es. The painful question is: Do media planners know what they are doing? Are they qualified to know everything there is to know about choic es? Are they in the loop when it comes to doing the right thing at the right time? Whos really calling the shots? The clients, the media bosses or their personal whim and fancy? This subject has become most heated of late as clients renew their annual ad spending plans. What media planers do or do not do will determine if media owners live or die in this explosive landscape. So of course, everybody has a say! Any media specialists today worth his or her salt will tell you getting good planners is not easy. There's a high turnover in the business, and there are many young, untested and raw planners on the scene. What would you say if your media plan was be ing devised by a young lady who has not visit the supermarket for one month, or read the latest trends in cosmetic surgery, or seen The Sun newspaper in ages, or realised that some online content sites are puling away her cus tomers, or had a vacation in a year, or speaks decent English, or thinks media is all about putting crosses in boxes with a calculator by the side, or Vision Four is the most cost-effective media that touches more than 60,000 rooms filled with prospects earning more than RM3,000 a month, or that ASTRO Guide has a circulation of above 1.5 million copies, or that Nanyang Siang Pau reaches out to more males, more teenagers, more married, more income earners than the other leading Chinese dailies in the Central region? Do these "micro-facts" matter? The blunt truth is these are the very same peo ple who can ride slipshod and determine where the monies go? Will they be bothered to learn about all the choices available in the market place? Do the seniors have enough time to su pervise their work? When there's so little time to do so much, what with new business pitches happening all the time? Who suffers? Non-traditional media, or new media which may be effective but is simply to much work to learn, analyse and apply into a media plan.
ADOI MARKETING COMMUNICATIONS MAGAZINE
In recent years, media has been touted as some what of an exact science by media specialists who have been brandishing "proprietary" tools in order to sustain an "added value image" to clients on an ongoing basis. Are such tools de veloped because ACNielsen does not provided ample info? Which, begs the question why is ACNielsen's data still being used daily as the official media currency? Big media specialists choke the smaller ones with clout, credit terms and network resourc es. Clients in turn choke media specialists on terms, and percentages are going down by the day. Where is all this going to end? We are interested in all your views: email ham@pop.jaring.my Dear Ham, As a Media Planner before and now a Media Entrepreneur, my personal view of the Media Planner / Buyer as a custodian of client's adver tising budget should at least take a more mac ro/broader perspective (Including search for new media, explore, research, analyze, evaluate, negotiate and finally make a decision) before narrow ingdown into the mundane choice of media vehicles, i.e. conventional major media like TV, Radio, newspaper 6c magazine and Outdoor Billboards One of the reasons is simply because the con sumer's lifestyle is changing very fast and just continuously focusing on major/conventional media is definitely not as cost effective/im pactful as before and does not guarantee an optimum media buy. On the contrary, explor ing/exploiting new media/ambient media/non - conventional media or innovative use of exist ing media, etc., might yield better ROI/impact/ result for client's campaign with the same/lesser budget. Cost Per Thousand (CPM), Cost Per Rating Point (CPRP) are not so meaningful anymore. Instead, CPI (Cost Per Impact) is the answer when you evaluate and compare with other me dia (INTER MEDIA COMPARISON).
Tan Kee Hock Managing Director Media Frontier (M) Sdn Bhd
°DB Paris
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»n for the advertising industry, the Gunn Report, has The annual turned with a list of the top performers of2005. The Gunn Report, established in 1999, is based on a simple idea by ad guru, Donald Gunn, to combine the winners lists from all of the major advertising awards in the world. The world's top 34 shows for TV and top 21 shows for Print are combined, thus establishing the annual worldwide league tables for the advertising industry. It has become the list of who's who and who's not of the ad industry. In itself, the Gunn Report has become a compilation of the world s hall of fame, it has become the raison d etre for many creatives. "The aim of this report is to send a signal to the marketing industry, to put a global spotlight on media innovation and success, and ultimately, to inspire a higher quality media product around the world," said Isabelle Musnik, editor of the Gunn Report for Media. "The future of the industry lies in the innovative strength of its media creativity." The seventh Gunn report shows that the Honda 'Grrr' tvc which was awarded Grand Prix or Best of Show at 7 major shows had made its mark in the Gunn Report by garnering the big gest points margin ever on the commercials league table. Thailand and Singapore made it to the first and second places in prints. On Advertisers Volkswagen had amazingly notched up
Table Three - Cot
Table Seven - Agencies
The Most Awarded Countries in The Worid in 2005
The Most Awarded Aaencies in The Worid in 2005 Winner Pts TV 1. AlmapBBDO (S*0 Paulo) (1)
20
34
4
29
33
28
1
29
Wieden •Kennedy (London) (2)
19
DOS London
17
BtSLEY OFFICE EQUIPMENT -OockTChaosTFtag'
Kole Rebbe Werbeagemur (Hamburg)
16
GRANDE REPORTAGEM MAGAZINE "Flagscampaign
FCB (Lisbon)
15
7
17
24
6.
THE ECONOMIST Ught Bulb"
AMVBBOO (London)
13
12
11
23
7.
ADIDAS "Impossible Sprinr
TBWAUapan (Tokyo)
13
12, Bartle Bogle Hegarty (London) (32=)
16
13= Euro RSCG Flagship (Bangkok) (12)
10
9
18
14
4
18
16
1
17
7
10
17
Fallon (Minneapolis & New York) (37=) Saatchi & Saatchi (Bangkok) (22=)
17
Springer & Jacoby (Hamburg) (-)
11 5
11
16
4
12
18
5. TftaHand (7)
6. Argentina (5*)
8. Canada (10) 9. Japan <11)
8.
PIZZA HUT DELIVERY "Psycho- / "Stngin'in the Rain" / "The Graduate"
BBDO Singapore
13
TIME MAGAZINE "Pendulum"
Fallon (New York)
12
12 Spain (9)
10.
WERU NOISE PROTECTIONWINDOWS "Garbage CoHectjonTRockereTDogs-
Schotz 4 Friends (Berlin)
12
13. The Netherlands (13)
11.
NUGGET SHOE POLISH "ExamCheat NoteTPoDce Officer
The Jupiter Drawing Room (Jo'burg)
11
12.
SMITH S WESSONGUNS -FlyTMcrthTBeeti*-
Springer A Jacoby (Hamburg)
11
20
8
3 Franc* (3)
9.
23 22
2. Great Britain (2)
4. Germany (4)
4'
11
TBWAVLondon (11)
Ogilvy & Mather (Singapore)
VOLKSWAGEN POLO KingKong*
5.
11. Lowe (London) (19=)
Creative Juk*fl31 (Bangkok) (-)
ANGLICAN WELFARE COUNCIL "Chufchiir / "Chaplin* / "Newton"
27
21
19= Abbott Mead Vfekere BBDO(London) (37=)
2. 3.
26
10. TBWA\Chtat\Day (S. Francisco, New York. LA) (7)
Taxi (Toronto) (•)
20
16
22
15= BETC Euro RSCG(Paris) (22=)
Creative JuieeK31 (Bangkok)
23
23
9.180 Amsterdam (180\TBWA) (14)
1. USA (1) TAM^AMOOEL KITS SHOP 'lightBulb' / -Frog' /
4
8. Del CampoNazca Saatchi & Saatchi (Suenos Aires)(41=) 7= DDB Germany (BerSn)(-)
1"
10
4. DDB London (4) 5. Crispin Porter •Sogusky (Miami) (3)
TOTAL
«
2- TBWAiParis (5) 3. Denlsu (Tokyo A Osaka) (6)
Winner Pts Print
The Most Awarded Print Ads and Campaigns in The Worid in 2005
11. i
14. Mexico (15*) 15. South Africa (14)
13.
11 NEWS 1 CHANNEL 'BoyTBuslnessmanTHousewlfe"
Euro RSCG Flagship (Bangkok)
11
14.
CZECH NATIONAL LIBRARY "The OtdMan » The SeeTJane Eyre" 4 campaign
Leo Burnett (Prague)
10
15.
VOLKSWAGEN GOLF 6T) TorBoys Who Were
DDB Germany
10 9
18. Malaysia (17) 17. New Zealand (15=) 18. Italy (18) 19. Czech Republic (19)
16.
THE AKATU INSTITUTE FOR CONSCIOUS CONSUMPTION "Favela"
Leo Burnett (Sao Paulo)
17.
SONY PLAYSTATION 2 "Adultery"
TBWAVaris
9
18.
VEJA MAGAZINE "Bin LaderiTBushTSaddam"« campaign
AlmapBBDO (Sao Paulo)
9
19.
BIC PERMANENT MARKER "Old Lady"
TBWA\Paris
9
20.
AQUENT BUSINESS SERVICES -Coffee" / "Corridor" / "Fuse Box" / "Video*
Leo Burnett (Singapore)
9
20* Belgium (20=) CNto(-) 22. Sweden (20=) 23= China (•) Norway (-)
25= Hong Kong (20=) Portugal (-) (numbers in brackets ()«ranking 2004)
16
Tab)e Eight-Networks Table Four- Advertisers
The Too 20 Aoencv Networks in The World in 2005
Table Five - ProductionContp
The Most Awarded Advertisers in The Worid in 200S Winner Pts TV
Winner Pts Print
TOTAL
Winners Pts TV
83
77
160
2, 8SDO WORLDWIDE (3?
79
74
153
3. DDB WORLDWIDE (1)
61
73
134
4, SAATCHI S SAATCHI(S)
66
42
108
5. LEO BURNETT (8)
37
44
81
6. Axe (•Lynx) (7*)
6. OGILVY S MATHER (4)
26
44
70
7 Virgin (21=)
20
59
8. Coca-Cola (17=)
7. LOWE (7=)
39 44
9.JWT(9)
35
55 17
52
10. WIEDEN • KENNEDY (7=)
34
0
34
11. DENTSU(12)
28
2
30
1. Phenomena (Bangkok) (5) 4= Hi
2. @radical,media (London, Paris, Berlin, Sydney, New York)(3)
ia(3)
3s Biscuit Filmworks(Los Angeles) (7)
Nike (5)
•<(-)
Nexus (London) (-) 5. Large (London)(-) 6. Matching Studio (Bangkok)(4)
(->
11= Buenos Aires Zoo (-) Tamiya Model Kits Shop(-) 13= American Legacy Foundation (12»)
12. YOUNG & RUBICAM (15) 13. FCB (18) 14= BARTLE BOGLE HEGARTY (16) PUBLICIS (14)
16
12
28
Anglican Welfare Council (-)
7= MJZ(Los Angeles, New York. London)(12=) Hungry Man (Los Angeles, New York)(6) 9. Park Pictures (New York)(15) 10. Reginald Pike(Toronto) (-) 11. Stink (London) (8=) 12. Garcia Bross (MexicoCity) (11) 13= Gorgeous Enterprises (London)(2)
17
10
27
19
5
24
Levi's (-)
Pioneer Productions (8uenos Aires) (-)
17
7
24
Mm (9)
Untitled (Toronto) (-)
16, McCANN-ERICKSON (11)
17
6
23
17. FALLON (17)
12
10
22
18. SPRINGER 4 JACOBY (-)
Total
1. Volkswagen (1)
1. TBWA WORLDWIDE (2)
8. EURO RSCG(10)
Winners Pts Print
The Most Awarded Production Companies in The Worid in 2005
12
6
18
19. ARNOLD WORLDWIDE (13)
9
5
14
20. GREY (19)
6
3
9
(A* others)
222
124
346
TOTAL
879
592
1471
BMW (10)
Partizan (London, Los Angeles)(1)
17. Cobblestone FHmproduktion (Hamburg)(-) 18, Landia Republics(Buenos Aires) (17=) 19® Small Family Business (London) (-) Unit Green Tea (24=-)
Smuggler (Los Angeles)(-) Spy Films (Toronto) (-)
Pizza Hut {-) 24= The Economist (24=)
Tohokushinsha (Tokyo) (21=) Wanda Productions (La PlaineSaint-Denis) (-) 24= Czar (Amsterdam, Brussels, NewYork) (8=) Jodaf Mixer (Sao Paulo)(21*)
(numbers in brackets ()= ranking 2004)
(numbers in brackets ()• ranking 2004)
its sixth win in seven years. The crown for the most awarded agency of the world again goes to AlmapBBDO, Sao Paolo. Finally, TBWA knocked out DDB Worldwide s long standing seat of Agency Network of The Year after staying as number two in both 2003 and 2004. Don ald Gunn noted in the report that '2005 has been a bit of a milestone year for TBWA.' Gunn highlights that TBWA had 5 agencies in the worlds top 20: TBWA\Paris (2nd), 180 Amsterdam (180XTBWA) (9th), TBWA\Chiat\Day, San Francisco (10th) and Creative Juice\ Gl, Bangkok and TBWA in London (19th tied). 62
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ADOI MARKETING COMMUNICATIONS MAGAZINE
(numbers in brackets() => ranking 21
Creative Juice\Gl s print campaign for Tamiya Model Toys was the most awarded print campaign in 2005 and TBWA had a total of five television and four print ads in the top 20 for each category. "This is a terrific accomplishment for TBWA. What is truly gratifying is that so many offices from so many countries working with so many of our clients contributed to our success," said Jean-Marie Dru, President and CEO TBWA Worldwide. "This is more proof that we are a truly effec tive global network and that can do award-winning work for our big gest clients. Lee Clow, Chairman and Chief Creative Officer and John
If there were Kancils for best trophies, we'd be clear winners. We're Malaysia's No. 1 suppliers of trophies, plaques, premiums and gift-with-purchase and promotional items. Winners not just in creativity and quality, but also choice, cost-effectiveness and delivery on deadline. We were proud to join all winners at the recent Kancils awards at KLCC!
If you have any further inquiries, please contact us at sales@himawari.com.my or just drop by our showroom at: Himawari (M) Sdn Bhd, Lot 3.40 - 3.42,3rd Floor Wisma Cosway, 88Jalan Raja Chulan,50200 Kuala Lumpur,Tel: 603 - 2148 3494, Fax: 603 - 2142 6245 Website: www.himawari.com.my
agency onfie year
The future of the industry lies in the innovative strength of its media creativity."
one
Copywriter: Nguyen Vu NhatHuy Art Director: Dao HongNhan Acct. service: Truong Thanh Hang Photographer: Guy Gonyea
SHOW 01 Organizer Rick Reid (Aktivation) 02 A big advertising crowd at the BIG SHOW 03 Happy Vietnamese creatives 04 Mark Hoffman (CreaTV) and Jimmy Geeraerts (GOLDSUN) talking to theWBR 05 Jimmy Geeraerts (GOLDSUN) and ex-GOLDSUNXuan Phu 06 The girls ofXPR brand communications 07 Irwin Kalaart (DDB Vietnam) with Alan Couldrey (Oglivy) 08 Make-up artis Ni with boyfriend Piet Human (Leo Burnett) in the back 09 Gwen Chew (Cowan Design) explains 10 Lovely Bates couple Sam & Ha 11 Othello Khanh (CreaTV), Alan Couldrey (Oglivy) and Squid (CreaTV) 12 Mark Hoffman (CreaTV), Daniel Gordon Jones (Bates) & Rob Graham (Bates) 13 Jimmy Geeraerts (GOLDSUN) & Hoang Tran (Marcom) 14 Mae Yeong (DDB Vietnam) with husband James Yeong (GOLDSUN) and Squid (CreaTV)
(TlediaEbanc
TVCS DEBUT Brand: Hotlink Title: Gift Caller Ringtones Duration: 40 sees Client: Malaysian Mobile Services Sdn Bhd Agency: BBDO Malaysia Sdn Bhd Creative Director: Ronald Ng/David Sin Art Director: Evelyn Lam/Kelvin Chong Copywriter: Izwar Zakri /Mohd Zamri Language: English /Bahasa Malaysia /Mandari Summary:Add a touch of yourselfinto the way you communicate â&#x20AC;&#x201D; 'Personalizeyour communication
Brand: MILO Title: Beyond Duration: 40 sees Client: Nestle Agency: Ogilvy &Mather Creative Director: Daniel Comar Art Director:Joseph Lee Copywriter: Brenda Boler Language: English /B.Malaysia /Mandarin Summary: MILO nourishes ambitions of children to gofurther.
JJtUSc
Brand: Twisties Title: Rooftop Party Duration: 20 sees Client: Danone Marketing (M) Sdn Bhd Agency: Saatchi & Saatchi Creative Director:Edmund Choe & Henry Yap Art Director: Yee Wai Khuen / Ong Kien Hoe Copywriter: Paul Prabhakar/Primus Nair Language:English /Bahasa Malaysia /Mandarin Summary: Agroup of teens hang out on a roof top terrace. When they run out of Twisties, two ofthe guys decide to buy more at the shop on the ground floor, by bungee jumping all the way down to hilarious but eventually fruitful consequences.
UTUSAN'S LEGACY TO STUDENTS ...In today's working environment, academic qualifications alone will not suffice for a person wishing to enter this field...
Picture caption (jpeg): (L to R) EncikAdi Satria Ahmad, Managing Director of Utusan Media Sales Bhd, Yang Berbahagia Tan Sri Mohamed Hashim Ahmad Makaruddin, Executive Chairman ofKumpulan Utusan, Yang Berbahagia Datuk Vincent Lee Chairman oflACT, and Encik Shahar Noor, Vice Chairman oflACT. Complaints on the shortage of talents are rampant and seemingly the only constant in the advertising industry. Kumpulan Utusan had gone on the proactive in rectifying the situation, rather than vocalising it, in the form of a scholarship. The collaborative scholarship between Kumpulan Utusan and Institute Advertising Communication Training (IACT) involves six Kumpulan Utusan scholarships worth RM137,000 for full-time Bumiputera students to undertake courses offered by IACT. "In todays working environment, 58
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academic qualifications alone will not suffice for a person wishing to enter this field. In fact, in the era of globalisation, Utusan needs dynamic, intelligent individuals to take Utusan to greater heights. It is our sincere hope that in the future, the number of students who choose to further their studies with the Kumpulan Utusan scholarship at IACT, will increase so that this industry is joined by more skilled, motivated and well-experienced Bumiputeras. Apart from giving a chance to Bumiputera students to further their studies, this scholarship is also testament to our commitment towards raising the standard of Malaysia's media industry," said Utusan's Executive Chairman, Tan Sri Mohamed Hashim Ahmad Makaruddin IACT, founded and endorsed by the Association of Accredited Agents Malaysia (4A's) and the Malaysian Advertisers'
ADOI MARKETING COMMUNICATIONS MAGAZINE
Association (MAA), was represented by Datuk Vincent Lee, President of 4As in this effort. Datuk Vincent sees the collaboration between Kumpulan Utusan-IACT as a positive step towards introducing IACT as an alternative for students wishing to further their studies in the field of advertising and communications. "We wish to increase the Bumiputera student population and IACT is working towards increasing this figure". He further adds that there is great potential for growth in the advertising and communication. With practical training and teaching by industry professionals, IACT's graduates are job-ready and are contributing positively to these industries. Kumpulan Utusan and IACT hope that this collaboration will see an increase in the scholarship applications as well as winning the support of the industry's key players.
Vietnam Diary
your product may need
fence between leading
us: 08 8 248421 (ext 112/107).
GOLDSUN t? CBD
^M^oiae
Agency: GOLDSUN Advertising Client: GOLDSUN- CBD Product: GOLDSUN- CBD Title: New look Creative Director: Jimmy Geeraerts Copywriter: Nguyen VuNhatHuy Art Director: Dao Hong Nhan Acct. service: ThuyBinh Photographer: Julia Fullerton-Batten
Agency: GOLDSUN Advertising Client: MohiFone Product: FunRing Title: Calling is fun with FunRing Creative Director: Jimmy Geeraerts
A big night at the BIC It was the fifth year that the Vietnamese Advertising Industry got together to put forward their best 2005 Print &TV work in an exhibition. It was a fun night and it was exciting to see the improvement in creativity &execution, plus the increase in articipation by many new local agencies. 56
I
* Tran huong vj, Day dinh difdng.
Agency: GOLDS UN Advertising Client: Uni-president Product: Unif Juices Title: Overwhelmed with flavor & nutrition Creative Directors: Le Chi Khai & Jimmy Geeraerts Copywriter: Nguyen VuNhatHuy Art Director: Pham An Vinh Acct. service: Nguyen Ngoc Diep Photographer: Nguyen Hiep van
ADOI MARKETING COMMUNICATIONS MAGAZINE
Agency: GOLDS UN Advertising Client: Uni-president Product: Unif Noodles Title: Eating safe? Creative Director: Jimmy Geeraerts Copywriter: Nguyen VuNhatHuy Art Director: Dao Hong Nhan Acct. service: Nguyen Ngoc Diep Photographer: Pier Laurenza
-•
television - scripted content
E£3Z)
marketing thru entertainment
sex in the city I absolute vodka
Brand recall depends on the type of placement
Passive Placement [^jTRecalyQniijr^^
II • Active Placement
HyperActive
Placement
I • Source ; "Gargling with Pepsi" - WAM 2004, Geneva : ~ Joint study by TAM Incha, STAR TV & IMRB
ever before." Sri Ram explains that the scarcest resource for todays business leaders is atten tion. People who are receptive to traditional advertising is shrinking and will continue to do so. Thus the repetition model no longer works, with 86% viewers no longer paying at tention to commercial breaks, 60% ignoring posters, 19% magazine readers flipping past ads and 52% not listening to radio ads, other alternative needs to be sought. Programming is definitely more interesting than advertising. "Opposing to the believe of classic approach of ads to intrude, bombard, shock and awe, con sumers now want to choose and be in control. It is time to move beyond spot buys," said Sri Ram. He believes that sponsorship could be the solution. He believes that it is time for a shift in orientation from exposure and broad demographic targets to engaging passion groups' within the audience. Only with in creased level of involvement and engagement
"branded entertainment" is not a new phenomenon...
can better brand interactions be built. Another speaker, Ricky Ow MD of SPE Networks Asia however believes that even sponsorship is traditional. He posed the ques tion, "with new technology, more platforms, more demanding customers the environment is definitely changing. Is this opportunity or risk?" He explains that whilst traditional me diums like sponsorship, events, spot buy, PR and integrated marketing loses its appeal, the Hollywood template however, continues to work. "Emotional connection and entertain ment. Increasingly those who entertain hold the power. The trick is for brands to work out how to harness the power of entertainment to their advantage to build deeper connections between their brands and consumers," said Ricky. What we are witnessing, according to Ricky, is an increased number of forms and sophistication in its manner of execution; tele vision, product integration in reality, ie. The Contender, Amazing Race
Brand recall is higher if reinforced by placement 75%
78%
iLiil Anacin
Kelloggs Chocos
Nescafe
Nokia
Oxyrich
| • Recall (Only Ads) • Recall (Placemcnt+Ads)j •
Source : "Gargling with Pepsi" - WAM 2004, Geneva - Joint study by TAM India, STAR TV & IMRB
Thums Up
"In a society of consumers/ content editors, advertisers can no longer rely on interruption but must look to engage consumers through content-rich, entertainment based communications" He explains that we have now moved into the entertainment age. Whereas advertising previously provided the connection between brand and consumer, content now provides that connection. "In a society of consumers/ content editors, advertisers can no longer rely on interruption but must look to engage con sumers through content-rich, entertainment based communications. Simmons National Consumer Study: 46% of movie audiences and 51% of tv audiences do not mind prod uct placement with 20% of movie audiences and 24% of TV audiences remembering the names of brands that the characters either used or spoke of," Ricky elaborates. He ended his mind blasting talk with a reminder, "creativity is not free nor cheap." There are avenues for exploration, what would they cost? In 2004 the value of product placement in American television grew by 46% over the pre vious year to reach a high of US$1.9B. Adding in films, magazines, videogames and music as well as TV, the market was worth US$3.5 bil lion in 2004. Is this the future of Malaysian advertising? That remains to be seen.
THE POWER OF AAULTI CHANNEL PLATFORMS
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CHANNELS are sprouting up around the world faster than mushrooms after rain. Next to the obvious increasing choices for consum ers, the power of the multi-channel platform grows in tandem. Astro has once again brought together the best of Cable 8c Satellite Broad casting Association of Asia (CASBAA) for the Astro CASBAA 2005 Advertising Semi nar that explains the widespread phenomenon of what consumers actually want to see and the ways of harnessing the power of its platform. Speakers this year include Steve Garton, Director of Media Research, Asia Pacific, Synovate, D. Sri Ram, Asia Pacific, Starcom Mediavest Group and Ricky Ow, GM of SPE Networks Asia. Steves particular focus has been on the discovery of new insights into the relationship between media and its audience and how digital technology influences the fu ture of advertising. In his topic on alternative media strategies- product placement he said that, "There's a hot trend spreading fast around the world today. People don't dislike advertis ing. What they dislike is the way advertising is marketed to them i.e. the intrusive nature of linear advertising and hence, the tendency to Classical Approach The Brand has something to say Intrude, bombard, shock and awe Company talks and consumer listens Media Fragmentation is terrible
54
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Degrees of Association
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Spot Buys Program Association Product Placement/Brand Integration in Program Program built around brand values and user experience
AfTordability
skip commercials. Consequendy, we are seeing a tidal wave of product placement and integra tion not only on television, but increasingly in movies as well. Others call it embedded adver tising. As reality-TV programs increases, so do product placement opportunities. Get one step ahead of your competitors." Citing India as an example, Steve informs that the number of channels has increased from just two in 1990 to more than 200 channels in 2005. Naturally, along with that the number of brands using tv has increased to an impressive 13,200, equiva lent to a 48x increase in tvc spots in the last decade. With hundreds of brands vying for viewers attention, placements are made from perimeter billboards, perimeter rope, players caps, replay bugs to drinks trolley at one cricket telecast. Special study on placements jointly by New Belief j| IMRB, STAR TV and TAM India shows that Consumer interested in her life J it works very well. Viewers are more receptive to placements rather than interruption of their Wants to choose; and in control! favourite programmes. Placement supported Listen to each other more than to Company: by brand ads between breaks evokes a recall Segmentation can make advg moreeffective: . M rate of 53%, a 294% increase from just ads.
ADOI MARKETING COMMUNICATIONS MAGAZINE
Second speaker D. Sri Ram claims that he has two particular interests related to his field. Stemming from his experience in India and China is an interest in the vast untapped rural markets in these countries and the other, which is a diametric extreme, is the rapidly evolving world of highly focused, personalised communication to high net worth individuals using the incisive powers of modern technology. With those interests, it is not surprising that SMG in Asia has a huge focus on emerg ing technologies in consumer communication - owning an MMS portal, a search engine marketing business and a new foray into tel evision programming. In his talk entitled 'Be yond the Spot Buy: The value of Sponsorship as a Marketing Package', he explains the value of putting large budgets behind sponsorship versus traditional spot buys. He asks, "Does multi-channel TV platform provide an appro priate vehicle for sponsorship? What should advertisers look for in a sponsorship? Evalu ate your communications strategy beyond the spot buy as consumers are simultaneously be ing exposed to more media in more places than
A Shift in Orientation From exposure and broad demographic targets to engaging "passion groups' within our audience Here's a composite of our target
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