Telling It As It Is The Sun has a new look and a daily circulation of 230,000 copies. We have 195,000 copies in the Klang Valley, making us No 1. We have a network of nearly 2,000 high-tramc distribution points. Free papers are winning new audiences around the world. We are FREE to be the VOICE of the people. Our apology to media planners and advertisers who are not yet convinced. It's our fault. We will try harder. Our thanks to media planners and creative agencies who refuse to be predictable; and advertisers who understand that media is ¡not a mere transaction ... it's a relationship. HoKayTat Managing Director/Edi~in-Cbief theSun
Here's a better alternative. TV3'S bringing real action this MSFCr One month of hardcore actic
^
Unbre 3 March
guaranteed!
hank you for your good wishes. We've received quite a few compliments from you guys about our new look, format and pagination. Thank you again, and we keep aiming to deliver you the best we can do. Three major event this month are the re-launch of theSun, The Asia Pacific Advertising Festival (AdFedst) in Pattaya and of course the Malaysian Media Congress, now into its third year, on March 29 at the Sime Darby Convention Centre in Bukit Kiara. The Malaysian Media Congress is an annual alumni of about 200 media pundits, specialists and key media decision makers in the field of marketing, branding and advertising across Malaysia and Sin gapore. Amongst the speakers are noted personalities from Singapore and Malaysia, India and hopefully, Hong Kong. They will expound on the growing opportuni ties offered by the exploding media landscape around us with the theme Media - who is calling the shots? This year's Media Congfress wil be again be opened by Malaysian Me dia Specialists Association President Maragaret Lim and stars Chin Weng Keong (Arachnid), Suridah Jalaluddin (Big Tree Outddoo), David Butorac (Measat Broadcast Network Systems), Gordon Tan (GT Accents), Dato' Ah mad Farid Ridzuan (Media Prima TV Networks), Seshadri Sampath (BBDO Singapore), Jeffrey Seah (Starcom Mediavest Group), Sam Balsara (Madison Communications India), amongst others. My good friend Margaret Au-Yong CEO of Mediaedgercia Malaysia is plan ning to take a step backwards and rumours of her retirement' are all false. Instead, Margaret is going to play a 'sifu role and if all goes according to plan her current role will played by Ms Manjiri Kamat who's the GM of Maxus Mumbai. Finally, ADOI would like to bid farewell to Shahar Noor, who has done outstanding job helming the Malaysian Advertisers Association (MAA) and other industry bodies. We hope his retired life will be equally exciting. And the com ing AGM should see the election of Mr Peter Anthony Das, another inspiring individual, as the new President.
Simultaneously,
March 20-23: 40th IAA World Congress, Dubai. www.iaadubai2006.com
April 26-28: 20th Asian Advertising Awards 2006/ Create '06 Ritz-Carlton, Bali, www.media.com.hk
June 18-24: 53rd Cannes Lions 2006 www.canneslions.com
March 30: ADOIs Malaysian Media Congress - Who's Calling the Shots? Email: ham@pop.jaring.my
June 1-4: 2As Malaysian Ad Congress 06
August 18: 2As Ad Ball 2006 September 15: Kancil Awards
With a new tagline "Telling It As It Is", the advertising and marketing community will have lots to think about now. The democratisation of newspapers is finally here! We talk to the man behind the news.... Mr Ho Kay Tat... 22 Sweet Summer! Now based in Auckland, Pilkington has joined the directors' roster at The Sweet Shop and after shooting the very funny Tip Top's 'Simplifying Summer' brand campaign, it's proved a good move.
12 Kurt Crocker Both ought to have a clear intention to sell something. With ordinary press ads, sales could be encouraged in the near future. With responsive ads, readers could also be asked to give up their money eventually, but often allow that action to happen immediately.
48 Can You Make It Snow In Malaysia? It was neither the Winter Olympics nor the very hot weather that made a few of us in the Agency dream about the prospect of snow in Malaysia.
18 Flying High It's inevitable for every Malaysian who knows Fly Guy, the witty radio deejay, to think that the newborn FLYfm radio station was named after him, especially because he anchors the set. But Fly Guy insists: "That is just a cosmic coincidence.
REGIONAL CEO Harmandar Singh aka Ham • ham@pop.jaring.my MARKETING Jeffrey Hamid • jeff@ham.com.my SUBSCRIPTIONS Rani Bedi • rani@ham. com.my CIRCULATION Farah Taj • farah@ham.com.my FINANCE Hew Yoke Kee • hew@ham.com.my DESIGNER Rosalind Tann PHOTOGRAPHY Jen Studio •jensiow@streamyx.com CONTRIBUTORS Robert Kleman, Tony Savarimuthu, Josh Sklar, Greg Paull PRINTER DC Print Sdn Bhd DISTRIBUTION Platinum Publishers, Fi ve 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, www.adoimagazine.com
58 Are Marketers Reactive About Interactive? Arachnid is ten years old this year and as I look back at the last decade, what's most striking to me is how little our local interactive scene has really changed. It's not that the interactive discipline itself hasn't moved.
60 Upclose With Seshadri Sampath - CEO BBDO Singapore Three things that happened in my professional life that has brought me back to brand creative agency, I have worked for 15 years in the full service agency working very closely with the creative folks and planners.
62 A 360% Conversation With Jeffrey Seah- Regional Director, Diversified Services Starcom Mediavest Group, Asia The Internet is more than a medium, it is a new World by itself. Everyone will be touched by this new World - in work and in play. It is a part of our daily lives, soon it will be the society of our lives.
66 TalkingTo David Butorac - COO, MEASAT Broadcast Network Systems The Digital age in all aspects of life provides the consumer with an array of increased choice, and Television is no exception. The number one reason why viewers subscribe to Astro is choice, from the wide range of quality local programmes we produce to the large selection of key international channels.
50 JWT Showcase In a market where every razor is claiming the "smoothest shave", it was a challenge coming with a fresh strategy and execution for Schick's new 4-bladed razor-the-Quattro.
ABOUT ADOI MAGAZINE ADOI is Malaysia's leading marketing communications monthly and is read by urban and affluent, advertising, media and marketing professionals with an average monthly income in excess of RM5,000. ADOI is dedicated to the pursuit of excellence in all facets of marketing communications and serves as an observatory of the marketplace for ideas, insights and inspiration. ADOI also has a monthly Indonesian edition which is more than 5 years old and is planning to be in Vietnam this year through its partners in Ho Chi Minh City. ABOUT THE PUBLISHER Sledgehammer Communications is a regional publishing player serving the advertising, media and marketing industries of Malaysia, Singapore and Indonesia. In operation for over 12 years, they also host key industry events, award shows and seminars of critical significance to the market. The organization's role as a gatekeeper and catalyst of change, knowledge and innovation is widely evident through its proven network of resources, talent and leadership.
Member of
ŠAll rights reserved by Sledgehammer Communications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher assumes no responsibility for errors or omissions or/for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.
Audit Bureau of Circulation
(6,405 copies)
COVERSTORY
ADOI MARKETING COMMUNICATIONS MAGAZINE
Ever since theSun made its debut as a free newspaper, it has been and remains a challenge to all. It challenged mindsets, cir culation audit methodologies and even the common|pians perception of a newspaper. It challenged media planners, media buyers, I^P^^prs and marketers alike. ' Winning one battle at a time, it raced off the blocks by raising the stakes in the news paper wars with a nationwide circulation of 230,000 copies per day recently, and 195,000 copies in KL and PJ, it is now the biggest in the Klang Valley - a lucrative market for all advertisers across all cat£g&ries. This phenomenal strategy sees TheSun going head on with established players like the New Straits Times and The Star. It has also revamped its look to a more snazzy and upbeat format. A recent study by Synovate Research found that many make TheSun I their first read of the day and 75% going * through their copies before noon. With a new tagline "Telling It A^It Is", the advertising and marketing commu nity will ha^e lots to think about now. The democratisation of newspapers is finally here! We talk to the man behind the news,... Mr Ho .Kay Tat.. jj flnj
COVERSTORY
THE WIN SHINES BRIGHTEST ACRC KLANG VALLEY! ou guys are coming in with a vengeance this year. Is it make or break for the Sun this year? We are investing more money in theSun because we believe in the model. We have just fin ished four years as a free paper, it is now time to take it to the next level by increasing our cir culation from 150,000 copies to 230,000 copies. We have had so many requests for copies which we were not able to fulfill. Our shareholders know the news paper business is a long-term business. They are committed to building up an independent newspaper group not linked to or owned by any political par ties. They are committed to the idea that the industry and society in general should not have to be subjected to a situa tion where one or two powerful media groups dominate the industry. Its not good for read ers and advertisers. Not good for the country. Sorry, I digressed. To answer your question, No, it is not make or break year although we will be working like hell as if it is. And with a bit of luck, maybe it will turn out to be the breakthrough year. Once and for all, can you put paid to all the comments that have been flying around about you and ACNielsen? Are you still di-
8
I
satisfied with ACNielsen s readership index? And the fact that media specialists are using ACNielsen's finding as the currency for their media decisions? I don't want to prolong this dispute with Nielsen. They will continue doing things their way. The same with Synovate and TNS. The point I was making is that where readership is concerned, different methodologies yield dif ferent results. Can we then say with 100 per cent certainty who is right and who is wrong? To me, the nearest we can get in reliable num ber is audited circulation.You can't extrapolate copies beyond what you print!
ADOI MARKETING COMMUNICATIONS MAGAZINE
You may want to take solace in the announce ment that ACNielsen is going to do a major revamp of its Media Index survey, concern ing consumer buying and media habits, which has been running in some markets for over 30 years. Well, it shows they recognize their own weaknesess. Anyway, Nielsen or Synovate, their surveys are tailored for mass geographically widely distributed titles. TheSun at 230,000 copies is mass too but we are mass concen trated. Our distribution is 80% in Klang Val ley and 20 % in urban west coast towns. Our numbers, therefore, will always be understat-
ed because we are for instance not in the east coast or in the smaller towns and villages of the west coast. But we are the most cost-effec tive way to reach the young urban audience. Anyway, we can't rely on others to help us. We have to help ourselves. Do our own sell ing to agencies and advertisers beyond reader ship figures. And we have some strong figures beyond the headline numbers, for instance nearly 50% of Sun readers have a household income of RM4,000, our readers are mostly urban, we have 42% Malays and 58% Chinese, Indians and expatriates and 61% of our read ers are PMEBS. You have taken a major jump in circulation to 230,000 copies a day. Isn't there a satura tion point here? What's the critical mass here for a free newspaper like theSun? I think things that are free have a far, far high
er saturation point than things we have to pay for! No, we are not anywhere near saturation point going by all the requests we have been getting - from individuals, managements of condos and office buildings and other business establishments. Excluding landed homes, we have close to 2,000 distribution points in the Klang Valley, Penang and all the major west coast towns. Thats an extensive network. By pushing circulation up to 230,000 copies, we will grow our readers and reach substantially. At the same time, our advertis ers will get better returns with better reach for their products and services. We are investing for our readers and advertisers. Aside from raising circulation, you have also done a design change. What is the thrust of the new look?
Anywayy Nielsen or Synovate, their surveys are tailored for mass geographically widely distributed titles. TheSun at230y000 copies is mass too but we are mass concentrated. Our distribution is 80% in Klang Valley and 20 % in urban west coast towns. Our numbers, therefore, will always be understated because we are for instance not in the east coast or in the smaller towns and villages of the west coast. But we are the most cost-effective way to reach the young urban audience.
COVERSTORY
First let me say everything was done in house. I told our two design guys Azam and Kerk, give the paper a younger personality, one that is more appealing to younger Malaysians and don't be constrained by old rules. I told the editors, leave them alone. Don't let our old newsroom baggage get in the way. I am pleased with the outcome. We know some people will need time getting used to it. But that's normal. But we did not just do a cosmetic change. We also made content changes, for example creating the column for young Malaysians to have their say, have a voice. We have a pool of 12 to 15 intelligent young men and women of various races who will contribute. We also tore down the barriers between local and foreign news. In a globalised world, news is news. And when we are all pressed for time, we only want to know the major and most interesting news of the day at home and around the globe when we pick up our paper in the morning. Instead of separating news to 10 I
5 pages local and another 5 pages world, we now put them all together under News With out Borders. Again, this will take time for people to get used to, but they will. With the NST Group undergoing a major downsizing exercise, with the Malay Mail now transforming into an entertainment and sports newspaper from April 1 and some say having its workforce halved or transferred to the New Straits Times do you sense oppor tunity for theSun in these developments? Like I said before we can't depend on others to help us, even by default. We have to create our own opportunities. Tell us the life in a day of a free newspaper. It is no different from a paid newspaper. Nothing changes except you don't ask about how circulation sales went. You will ask if distribution went smoothly. The editors still have to put out the best stories, ad sales peo ple have to bring in the ads and the paper has
ADOI MARKETING COMMUNICATIONS MAGAZINE
to be out in time. But unlike the prototype free papers like Metro which have a very small editorial team as they used mainly syndicated news, we have a substantial news team generating good local content. And we are highly opinionated. As our tagline states, we are the nation's FREE newspaper and we tell it like it is. We are the voice of the people and voice of reason. Our columnists like Citizen Nades and What They Say by Zainon Ahmad have a big following because they tell it as it is. How is the TODAY free newspaper doing in Singapore? Are free newspapers here to stay? I read that they broke even last year, six years after launch but that was probably helped by the fact the their free competitor Streats was folded into Today as part of consolidation. Oh yes, free papers are here to stay. It will catch on especially among the young who are so used to getting free stuff over the
internet. We are a light, portable newspaper for the young and urban readers who live a fast paced life. The market biasness against free dailies will eventually fade away. We humans are funny. We have always had free TV and paid TV is only a recent phenomena. On the other hand, we always had to pay for our newspa pers until theSun turned free. So if we have accepted free TV for years, why the prejudice against free paper? And if free papers don't have a future, why are some paid newspapers in the US and Europe launching free titles? Now, that's the best endorsement for freebies! If you become a big threat to the leading English paper, The Star, do you think you'll be prepared to sell off to them? Ha! Ha! I don't think we are a threat to them. They are too strong financially. They make more money than all the other newspapers put together. Do you think they are inter ested in a free paper? Won't they cannibalize themselves? Anyway, that's a shareholder issue. Man agement's job is to create value by making sure theSun grow and succeed. The rest is out of our hands. What about your online offerings, can that generate revenue for you? Some news sites do a good job of earning income, take The Star and N anyang for example, and now Star's Bahasa Malaysia online edition called MStar. We will develop our online presence. TheEdge via www.theedgedaily. com already has a strong online presence. We are already enjoying online advertising revenue, its small but can only grow. As for theSun, the beau ty of being free in print is that we can be free online without worrying about cannibalizing sales of our print copies. That is the handicap faced by paid newspapers. Can they give all their news MHMMM free online?
TheSun website carries the electronic version of the paper, news and ads as you see in the print, as well as breaking news throughout the day. The Sun e-paper is free. Paid newspapers have to charge for access to their e-paper. How long will it take for theSun to turn in a profit. It is said the gestation period for a major newspaper is about 10 years, before it realises a return on it massive investment. If you ask our shareholders, the sooner the better. Newsprint prices have gone up 50% since we became free in 2002. That affected our planning as we had anticipated around 25% rise. I will say two things: First, unless you are a monopoly, even if you get your product right, it will take anywhere from 10 to 20 years to turn in a profit. People rave about how much money Star makes today. It's a 35 year old paper. And I believe, and I may be wrong here, the financial breakthrough came only after 20 years. Second, nothing is forever. Some newspa pers with long history and which were once profitable are struggling today. It is not just in Malaysia, but elsewhere too. It is not an easy business to make money, let alone good money. Very few companies do. That's why whenever someone tells me they want to go into publishing or media, my reply is "Why bother? You can make more money easier elsewhere. But if you insist, make sure you have a really deep pocket and endless patience!"
'
CITIZEN POWER Someone once said: "I read the back page of a newspaper first as the back page is usu ally about people's suc cesses and the front page about people's failures." However, these days, even the back page paints som bre news, with politics, greed and racism being part and parcel of sports. Thus, the centre pages of Wednesday's edition of theSun offers some respite. In the Citizen Nades column, arguably among the main selling points of theSun, Joe Public has a mouthpiece in some one who can offer suggestions for improvement, or at the very least, rave and rant with the or dinary folk. Whether it's inefficiency of govern ment departments or someone talking rubbish; a lawatan sambil belajar on public funds or ques tionable fundraising, Citizen Nades pulls out all the stops to pick, probe and ponder.Calling a spade a spade, whether it is official secrets or se cret societies, the columnist of 20 years has made it a personal mission to unearth, unveil, unravel and expose injustices committed by those sworn to serve and protect. Those who work with him will attest to how he bellows at every stupid re mark or decision made by politicians and pub lic servants, and how restless he becomes until something is done to correct the wrong. Young journalists who have worked under him will attest to being utterly terrified of the man at first - intimidated by the reputation and in some cases, the appear ance that draws similarities to a Tamil movie thug. However, in a matter of days or even hours, fear makes way for awe and respect, as the Citizen generously imparts his experience and knowledge, peppered with tales that would even make an action movie star sit down and take note. After all, it isn't everyday you meet some one who spent a day roaming around the city in handcuffs, had a knife to his neck and rescued a baby from a blazing plane. Of course one can do so much; and every lost battle with officialdom, self-censoring editors and media policy makers, is met with crying sessions with like-minded friends and foes at the Long Bar or a lousy golf round at Kundang or KLGCC. But you don't keep a man like the Citizen down for long. As fellow scribe Terence Netto once said: "You can take Nades out of journal ism, but not journalism out of Nades." Soon enough, he will rise to fight another battle, in his ultimate quest to win the war for a better way of life. And if we are to learn one thing from him, it is that this is a mission for all of us.
The Unbearable Lightness of Many Print Ad Layouts By Kurt Crocker.; Creative Director Drayton Bird, Crocker &Mano (DBC&M)
ORDINARY print ads and responsive print ads have a lot in common. Both ought to have a clear intention to sell something. With ordinary press ads, sales could be encouraged in the near future. With responsive ads, readers could also be asked to give up their money eventually, but often allow that action to happen immediately. And in either case buy now or eventually direct response print ads must always provoke fast action. Buy now; fill up the order form on this page. Call now for orders or enquiries. Buy our product on our website now. Ask now for a free brochure. You get the idea. So much to do, so little time So both ordinary and responsive print ads exist for the very business-minded goal of increasing profits. And with the direct response exception of a clear and notable call to action and response mechanism (coupon, phone number, website address), both clearly rely on hard-working design. And by hard-working design I mean layouts that get noticed and help the reader comprehend, appreciate and remember brand benefits within a 3 to 20 second time period. Researchers have found average viewing time for print advertisements ranges from as low as 3 to 5 seconds, and tops out at 15 to 20 seconds. Give a Damn Not much time to impress, is it? If art directors realize they have a lot to do in a very short time, they will get extremely creative within a 12
I
framework of fundamental truths about what works and what doesn't. Of course, if you are an art director who is oblivious to your role in creating sales, then fundamental truths will mean nothing to you. I love D.O.'s famous quote about art directors in the latter category: "The tragedy is that the average advertisement is read by only four percent of people on their way through the publication it appears in. Most of the time, this is the fault of the so-called 'art director' who designs advertisements. If he is an aesthete at heart and most of them are he doesn't care a damn whether anybody reads the words. He regards them as mere elements in his pretty design. In many cases he blows away half the readers by choosing the wrong type. But he doesn't care. He should be boiled in oil." If you do give a damn, there's good news. Plenty of research has been done to give you design insights that are proven to increase results. For example, use a serif typeface. One study showed that reader comprehension of an ad set in serif was 67% and dropped to 12% when the same text was set in sans serif. There are many other truths. Set text in a size appropriate for the column width (the longer width, the bigger the type size). Justify text. Don't use high chroma coloured headlines; they will intrude into the copy text (red signals danger!). Don't "full stop" headlines; it will "full stop" your reader. Avoid reverse text; it will make your message unreadable. Make good use of
ADOI MARKETING COMMUNICATIONS MAGAZINE
crossheads and bullet points. Remember that boxes surrounding text tend to keep readers out, rather than emphasize. Don't use capped, underlined or bold text in copy blocks; they stop and frustrate your reader. The Laws of Reading Gravity And don't try to defy reading gravity. Colin Wheildon, author of Type and Layout, a resource no art director should be without, defined how readers read ads as "reading gravity". The book is now in its bazillionth printing, and the research in it has been backed by a mountain of other research through the years. Eye-tracking studies have shown that the dominant visual is almost always the first thing noticed in a print ad. Then the eyes follow a path, down and to the right. Reading gravity. And remember, this happens within a 3 second to (tops) 20 second period. So if your layout includes elements that make "message marks" along this path in a logical order, your reader will likely follow them. And if your "message marks" are quick, clear and benefit-obvious, you have a better chance at doing your job. That is, selling something. Logically, the order, from top to bottom, ought to be 1) visual that supports a benefit message in the 2) headline, followed by 3) text (serif, of course). Many creative variations within that frame are still widely possible. Just know that your visual will be noticed first and the reader will look downward after that. (One research firm found that 50% of readers "check out" before reaching the lower right area. So much for the "traditional" placement of your Brand Signature!) If you insist on ignoring this vastly researched fact-of-life and believe you're clever enough to, say, get your reader to start at the bottom and look up, well, go ahead. Boil in oil! At least keep in mind your selling role. That's not all it takes, but it's a start.
FIRST ON MALAYSIAN TV...THE HOTTEST NEWJ3
EVERY MONDAY, 10:30PM
CAMPAIGN BRIEF ASIA CREATIVE RANKINGS O&M Singapore has again topped the latest Campaign Brief Asia Creative Rankings. This is the 5th year in a row that the agency has achieved this feat. It is also good news for O&M in the Network Creative Rankings where they are in top position for the fourth year out of the last five. And amazingly, five creatives from the TBWA network fill the first five places in the individual creatives ranking. TOP 5 INDIVIDUAL CREATIVES 1. Rob Kleman (ex TBWA Singapore) 2. Marcus Rebeschini (ex TBWA Singapore) 3. Thirasak Thanapatanakul (Creative JuiceNGl Bangkok) 4. Nutchanun Chaiphanumas (Creative JuiceXGl Bangkok) 5. Hirofumi Nakajima
(TBWA Tokyo)
TOP 5 AGENCIES • O&M Singapore • BBDO Singapore • Dentsu Inc Tokyo • BBDO Bangkok • TBWA Singapore
TOP 2 NETWORKS • Ogilvy Sc Mather
•TBWA
- m
CAMPAIGN BRIEF '
-
~
&
\
" I
J •
^
•
^W§I
REGIONAL AGENCY OFTHEYEAR
CALL FOR ENTRIES TO THE KODAK GONGS 2006 TVC/FILM AWARDS This is a must enter award show for all Asian agencies with a strong creative reputation in tvc/ film. The first year of The Kodak Gongs was very successful and highly credible and the show is set to become one of the most prestigious in the region.
O&M Singapore REGIONAL NETWORK OFTHEYEAR
This year seven new categories have been created lift ing the total categories to 48, including 11 Best of the Best. Four new categories have been created to THAILAND AGENCY OF THE YEAR highlight the work from different countries within BBDO Bangkok the region and encourage regional inclusion.These SINGAPORE AGENCY OF THE YEAR include: O&M Singapore 1. Best of North Asia JAPAN AGENCY OFTHEYEAR (China & Hong Kong, Taiwan) *** Dentsu Inc Tokyo 2. Best of South Asia (Thailand, Vietnam, ,CL CHINA AGENCY OFTHEYEAR Indonesia, Singapore, Malaysia, The Philippines, JWT Shanghai India, Pakistan, Bangladesh) HONG KONG AGENCY OFTHEYEAR 3. Best of Pacific (Australia, New Zealand) O&M Hong Kong 4. Best of North East Asia (Japan, Korea) MALAYSIA AGENCY OFTHEYEAR Ogilvy & Mather
Naga DDB Malaysia INDIA AGENCY OFTHE YEAR O&M Mumbai TAIWAN AGENCYOFTHEYEAR JWT Taiwan PHILIPPINES AGENCY OFTHEYEAR BBDO Guerrero Ortega Manila
14
I
The work will continue to be judged in two rounds representing both the Asia Pacific Region and the rest of the world. In total 88 judges from Asia, Australasia and the rest of the world judged last year. The Kodak Gongs aims to become the premier com mercial content craft and idea award pro gram in the region.
ADOI MARKETING COMMUNICATIONS MAGAZINE
tl
Kodak
Mi
rn*®e
ry„
IMBAH KLAN 97.6FM > PINANG / A10R STAR 88.2FM IPOH 104.5FM I0H0R BAHRU 901FW (OTA KINABALU 87.JFM KUCHING 94.3FM flttAKR 104-3FM
mP: WWW.H0TFM.C0M.MY
biasa •II•• ••
rara&Oizal HolFM AMKreW|6am-i0am
Azura Menu Muzik Hot FM110am - 1pm Fid Menu Muzik Hot FM 11pm 4pm leya Hot FM Zon 18pm - 12pm ikhwan Hot FM Zon 110pm-2am
& Tjn,
HotFM)am|4pm-8pm
COLUMNIST
En the 3 Pre
Myths by Sandeep Joseph
WHEN I moved to Malaysia from India about a year ago, everybody asked me, with raised eyebrows and puzzled expressions, "Why did you move?!" Of course, India's a roaring tiger economy, but I thought that Malaysia was no shrinking pussycat either. A year on, after meeting some smart clients, perceptive prospects and good creative talent, I believe even more than ever that opportunity exists here, but I must lament that the industry isn't growing as fast as it can, and can only blame itself. Partly, this is because of what I call the Three Prevailing Myths about the Malaysian internet scenario that dwell in the minds of marketers. Take the First Myth: clients actually still believe that there are not enough people online. That's surprising: according to Malaysian Communications and Multimedia Commission, there are over 10 million online Malaysians. That's more than the number of people who watch Astro, for instance. Shockingly, though it is such a simple statistic, our clients just don't know this. Advertising agencies just don't "get" the Internet, are worried about media spending shifting away from traditional media, and haven't bothered to keep their clients in touch with the times. Ten million is about 40% of the country's population, which compares favourably with Western, developed economies like France (41%) and Spain (37 %). European marketers spend approximately 3% of their total advertising budgets online, and American marketers spend close to 6%. Yet, 16
in comparison to those markets, Malaysian advertisers spend far less on new media in my estimate: on average less than 1%. Why don't marketers spend? It's partly because of the Second Myth: that the Malaysian Internet audience is mainly teenagers, with no incomes and hence not rewarding to clients. However, reliable statistics from many sources-research agencies, dipstick research, research that XM has conducted- all point to the facts: only about 20% of the online population is below the age of twenty. The majority of consumers are aged between twenty and forty, have noteworthy purchasing power and research purchases online, even when they don't buy online. So, what exactly are these multitudinous, well-off consumers doing, online?That cues the Third Myth: the argument that online consumers in Malaysia are "different" from other consumers elsewhere, don't do what their global counterparts do, and hence Malaysian marketers are right to stay away from the Internet. After watching the hype around Akademi Fantasia, American Idol and Lost, I really wonder if Malaysian consumers are different from others across the world. But let's give the doubters a chance: Is Encik Rafik in JB who checks his bank account online, reads Malaysiakini online through a paid subscription, and sends email to his daughter studying in Wales, truly so different from Monsieur Richelieu in Paris? Research suggests not. Malaysians do
ADOI MARKETING COMMUNICATIONS MAGAZINE
what everyone else does, worldwide: they check email, they shop, they blog, they find dates, they surf for news, music, videos and holiday destinations, they buy low cost airline tickets. Community sites like Friendster are a rage, having more than 800,000 visitors logging in per week, in Malaysia. People average about 40 minutes per session on Yahoo! (and it's surely not because they're slow at typing!). Every one of you probably knows someone who plays Fantasy Football online, maybe even on office time! To these Three Myths, add a sprinkle of a criminal lack of effort by traditional agencies in educating marketers.Then pop in a smattering of the fear of experimentation and of losing face on the part of clients, and the garnishing, failure by both agencies and clients to create adequate metrics-numeric or otherwise- for internet spends. Voila, you have the stew we're in today. If you're a client, you've read thus far, and you've wanted to do something online, my advice would be, "Ask your agency what you should do. And if you don't get decent answers, don't be afraid to go to specialist internet marketing agencies."That's a viable model the world over. And, contrary to myths, let me assure you Malaysia is quite like the rest of the world, when it comes to the Internet. Sandeep Joseph, a graduate of St. Stephen's College and IIM, Bangalore, sold his online marketing company to Ogilvy, ran Ogilvylnteractive in India, and is currently heading XM Malaysia, a specialist new media agency that is part of the WPP group.
Source: idit Bureau of Circulation
Lily 04 - June 05))
LATEST SENSATIONAL
NEWS only in
Harian Metro
No.1 Malay Tabloid Newspaper
$) V
$
RADIO PERSONALITY
FLY GUY Flying High
IT'S inevitable for every Malaysian who knows Fly Guy, the witty radio deejay, to think that the newborn FLYfm radio station was named after him, especially because he anchors the set. But Fly Guy insists:"That is just a cosmic coincidence. It would be very flattering to think that the station is named after me but the truth is FLYfm takes its name from so much more than that," he says humbly. Born Saufian Mokhtar, he explains the rationale behind the name: "Firstly, fly means to travel or to fly somewhere... which is very appropriate as FLYfm is the radio station for the Kuala Lumpur International Aiport (KLIA) which airs over 95.8 in the Klang Valley, 89.9 in Penang, 94.0 in Melaka, 87.9 in Ipoh (Perak) and 98.6 in Seremban (Negeri Sembilan). Also, fly means movement, cool or how music affects you," adds the 36-year-old. For a guy who's capable of speaking hundred words per minute through the ether, he's actually more contemplative in person. There is a good reason why his radio career was launched in the early 1990s behind the name Fly Guy instead of Saufian. He wanted a non-denominational persona to speak to people so they would listen to what he says, instead of who he was. And it all began at a new commercial radio station called Time Highway Radio (THR). "Also, 'fly' rhymes with 'guy'!" he says. It seems important for the guy of mixed Malay-Chinese parentage to not be seen exclusively as one race or the other. "Simply because I wanted to stand out among other radio deejays who were using their own regular names," explains the singleton. And he made a greater difference with the name, his wacky personality and his heavily accented speech American. Many would say it's fake, but you'll soon realise that it's as natural as eating for Fly Guy. As a son of a diplomat, Fly obviously travelled a lot in his formative years; toJapan, Canada, Sri Lanka, USA and, Australia. He's the youngest of five siblings and remembers
18
I
how difficult it was to have to pack up every few years and move; but the experience has armed him with the valuable ability to adapt to changing environments at the speed of light, although he says: "I'm actually a private person. When you have to make friends in new environment every few years, you develop a
ADOI MARKETING COMMUNICATIONS MAGAZINI
communication skill of sorts. I learnt to joke easily and be friendly." Fly is a graduate from Western Michigan University, USA, in broadcastcommunications. His first radio stint actually happened in college where he was deejaying and spinning alternative rock, classical and Top 40 music. He returned to Malaysia in the early 1990s and first worked in advertising. "And I even sold solar heating system at one point," says Fly with a huge laugh. No matter what, he couldn't resist the radio. Soon enough, he got himself a job with Radio 4, a government radio station, after which he joined THR. Then came his biggest break, anchoring the morning show on Hitz.FM of Astro. This was where he really made his name... with L'il Kev. From the late 1990s right up to 2003, Fly Guy and L'il Kev were the radio personalities in town. Their middle names were zany and witty over the early morning radio slot called 'The Morning Crew'. They didn't just spin music and announced, they brought character into their show and made outrageous radio deejays the 'in' thing. Listeners were encouraged to call and they would play pranks on air with callers and each other. No subject was taboo. The most memorable of their outrageousness was when they appeared in a local publication cross-dressed as female cabin crewmembers. They parted to pursue individual interests in 2003, and were never to be heard of again. That silence has now been silenced. For Fly Guy is now back in action as a deejay and programme director with FM; the 17th private radio station in Kuala Lumpur, also the station in Malaysia. Fly Guy is no less funny, and certainly no less outrageous. His brand of humour has been sharpened, if
Reproduced with kind permission Going Places - Malaysia Airlines Inflight magazine. Written by Aina Ilham Abdullah.
The experience changes you
MIVEC INVECS vcu ABS EBD Exclusive Distributor
Mitsubishi Motors Malaysia Sdn Bhd AUTHORISED DEALERS:
RI5E ETACS
j) (5'Bu)
|MITSUBISHI ^assist 24
Driven to Excite
MOTORS
Toll-Free: 1-800-88-3003 www.mHsubishi-motors.com.my
EON Auto Mart Sdn Bhdoass^-D) Chan Sow Lin No 188 Jalan SaBesi,57100 Kuala Lumpur Tel:03-9223 3999 Jatan TAR No.380 & 382, JalanTuanku Abdul Rahman, 50100Kuala Lumpur Tel:03-2693 2169 Kepong No.3 (GroundFloor) & No.5 (Ground & IstFloor),Kepong Fortune Square, Jalan MetroPerdana Barat 1,52100 Kuala LumpurTel:03-62573690 PetalingJaya Lot3-A,JalanKemajuan 12/18,46200PetalingJaya,SelangorTel:03-79548025 SubangJayaNo.29,JatanUSJ9/5M,SubangBusnessCentre,UEP'Subang Jaya,47600,Selangor Tei 03-8025 9571 Glenmarie EON HeadOffice Complex,No.2, Persiaran Kefjaya,TamanPerindustrian Glenmarie,Seksyen Ul,40150Shah Alam Tel:03-77112211 Klang No.45 & 47, JalanKapar,41400 Klang,Selangor Tel:03-3343 6667 Seremban Lot87-88, Jalan TuankuAntah, 70100 Seremban,Negeri SembilanTel:06-761 3633/6633 Melaka 86-1 &86-A1Jalan Laksamana ChengHo,75050 MeiakaTel:06-292 6752/1534 MuarNo.3A &5 (Ground& MezzanineFloor),Jalan PestaBaru,Pusat Perdagangan Pesta Baru,Jatan Bakri,84000 Muar,Johor Tel:06-953 3269 Batu Pahat No. 700, JalanBukit Paslr Mukim Simpang Kanan,83000 BatuPahat, Johor Tel:07-438 4266/67/68 Johor Bahru 85, Jalf"R^merah ^2,TamanJohor Jaya,81100 JohorBahru,Tel:07-357 8588/4388 Ipoh Lot 3893,Jalan TuankuAbdul Rahman,30010lpoh,Perak Tel:05-506 8800 Taiping No.41 &43 (GroundFloor),Jalan Kamunting,34600 Taiping,Perak Tel:05-8098600 Butterworth Lot262 Mukim1,Jalan Kikik,Taman Inderawasih, 13700Prai,PenangTet:04-3801616 Penang No. 171 (Ground Floor),Bangunan HengGuan,Burmah Road,10050PenangTel:04-2106888 AterSetarNo.210, Jalan Ganqsa Mergong 11,05150 Ator Setar,Kedah Tel:04-7208800 Kuantan A-1926 & A-1928 (GroundFloor),Jalan Beserah,25300 Kuantan,Pahang Tel:09-567 0300 Kuala Terengganu No.134-L & 134-M (GroundFloor),Jalan SultanZainat Abidin,20000 Kuala Terengganu,TerengganuTel:09-6301750/1753 Kota BharuLot No.364& 365(Ground Floor),Wisma Watan,Jalan Sultan Yahya Petra 15200 Kota Bharu,Kelantan Tel:09-741 9898 Kota Klnabalu A-G-1 & A-G-2,Block A,Tanjung Aru Plaza,Jalan Mat Salleh,88300 Tanjung Aru,Kota Kinabalu, Sabah Tel:088-255 150 Kuching No 5,6 & 7(Ground Floor),Lot 308,Block 16, Kuching Central LandDistrict (KCLD), Rock Road, 93250 Kuching,Sarawak Tel: 082-230 670/71/72/73 Mlri Lot No.1262 & 1263 (Ground Floor),Malay Street,Miri CentrePoint, Phase 1,98000Miri CentralLand District (MCLD), SarawakTel:075-420 241Z42/43/44 Bintuiu No.106 & 107 (Ground Floor),Bintulu Parkcity Commerce Square,Jalan TunAhmad Zaidi,97013 Bintulu,Sarawak Tel:086-317 068/318 691 Sandakan TL 077504726, Mile 1Va, Jalan Utara 90007, Sandakan, SabahTel: 089-221 236/237
NEW TVC DEBUT (FEB/AAAR 06) ITlEdiaEianc
Brand: DiGiTelecom Title: Siamese Twins Duration: 40sec + lOsec Tag-on Client: DiGi Telecom Agency: Naga DDB Creative Director: Alvin Teoh Art Director: Darry Tan Copywriter: Alvin Teoh Language: BM/ Eng/ Mandarin Summary: DiGi Multi-messaging is suitable for everyone.
Brand: Cadbury Choclairs Title: Secret Weapon - Bully Duration: 20sec Client: Cadbury Confectionery Agency: Publicis Malaysia Creative Director: Steve Clay Art Director: Dylan See Copywriter: Huck Language: Bahasa Malaysia Summary: The TVC is based on the proposition of softening people up with Cadbury Choclairs. The main hero accidentally bumped into a bully along the road. The bully got angry with the hero boy and then the hero boy does a power move and whips up Cadbury Choclairs for the bully. The bully anger gets softened up.
Brand: DiGiTelecom Title: Schizo Duration: 40sec + lOsec Tag-on Client: DiGi Telecom Agency: Naga DDB Creative Director: Alvin Teoh Art Director: DarryTan Copywriter: Alvin Teoh Language: BM/ English/ Mandarin Summary: DiGi Multi-messaging is suitable for everyone.
first 10-digit pnme in consecutive dig*
A billboard that can be found on Route 101, the heavily trafficked artery that links the Valley to San Francisco. No company logo, no recruiting pitch, just the equation. The curious who solves it (Yep, it's 7427466391.com) typed the answer into their browsers and went to that Web page, which offered another, harder problem (Don't ask!) that finally led to an invitation to interview at G-o-o-g-l-e. http://www.skthew.com/2006/02/24/google-labs-first-10-digist-prime-found-in-consecutive-digits-of-ecom/
20
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
I have:
insights I can act on a vital strategic partner a competitive edge
ACNielsen (Malaysia) Sdn Bhd Tel: (603) 7956 2311 www.acnielsen.com.my a vnu business
I have ACNielsen.
ACNielsen
All about your consumers
TVC SHOWCASE
SWEET
PARTIZAN &c Sweet Shop Director James Pilkington loved the sun so much last time he was down in Aussi he decided to come back. Now based in Auckland, Pilkington has joined the directors' roster at The Sweet Shop and after shooting the very funny Tip Top's 'Simplifying Summer' brand campaign, it's proved a good move. The campaign, more aptly described as a 'guide to summer survival', was shot in Auckland with Colenso Auckland CD Richard Maddocks and creatives Levi Slavin and Dave Govier. Shot as a glossy sunscreen commercial played off against the instructional video genre, the spots involve five different scenarios; how to re- package' your breasts after popping out', red alert - when speedos turn to undies, how to take a covert pee in thigh high water, how to perform the perfect 'hair whip' and 'stomach hold-in. The inspiration for that campaign came from many afternoons lazing on the beaches of Western Australia. Creatives Levi and Dave comment; 'What's great is that we didn't have to resort to fantasy or exaggeration to make them funny. They're observations about what people really do at the beach but probably won't confess to. Being able to get away with this kind of honesty is refreshing'. When asked what attracted him to the scripts Pilkington simply commented, 'Men's 22
I
Willies'. As director Pilkington's main concern when shooting this campaign was to capture what he describes as, 'Images. Other Images'. Coming from a background as a stand - up comedian has aided Pilkington; as seen in these TVCs he draws out completely believable performances from characters in the most absurd situations. After attending the University of Westminster Film school back in the day, James launched his directing career and over the over the years has been repeatedly awarded for his comedic prowess. His Short film "Sweet" won the Empire magazine best short film award, was runner up in the London Film Festival and was nominated for a BAFTA and at Cannes and was sold all over the world. His commercials are always well received. Memorable TVCs include his Tango commercial for UK agency Clemmow Hornby Inge (when a deadpan nature doco about orca whales turns in to orange splattered lad madness), a big Carling campaign for the Leith agency and his famous Lynx commercial in which everyday jobs are all performed by the kind of women men only dream about. Pilkington has certainly hit the ground running and is now straight on to his next shoot - and with the sun still out there's plenty more where that came from!
ADOI MARKETING COMMUNICATIONS MAGAZINE
PRODUCTION CREDITS Title: Simplfying Summer Campaign 'Undies', 'Go in the ocean', 'Pop out', 'Stomach Hold In', 'Hair Whip' Client: Tip Top Product: Trumpet Agency: Colenso BBDO, Auckland Creative Director: Richard Maddocks Art Director/Copywriter: David Govier and Levi Slavin Agency Producer: Jen Storey Production Company: Partizan, London/ The Sweet Shop Director: James Pilkington Producer: Fiona King DOP: Aaron Morton Off - Line: Tim Mauger @ Original Cut Colourist: Peter Ritchie Post House: Perceptual Engineering, Auckland On - Line Editor: Paul Freeman Music House: Jim Hall, Soundtrax
Act / fikt f v»* i» A» •aowfctaf tat * jfftfeular pofom «* la art* to dail wfch t tfMtkn: U * importm« Aar »*«* *> flop (far JtorucHat aflk* rmbjomt t to bebrw in t p«rticiikr wiy •fatert Ixw w/ i»i»Uifr<te»fr »»pwfOT»pmiB»p^«aintoviB:^lioc*<« At n>h afJamx. 4 to p«rfena *ptrticmkf rob «r flwitif CmyHMXmtkrnmihtmr? 8 to Ac£ti«t / fikma I mrb 1» db<ore^agfe*|MJtkia«pwpo*«to IM^IO widi» ntudcxL 2 tobetavtmtjwtKutanwy.» l»paffen«»p«t ui«pl«y arfBintooric. 4 to p«Hbm*p«niaiiiB'»oborluBiak*. * to h*v« an offo* cm «om«Wftg AcEIIJrndw/Aktwa/wr& to **im W<»> Ofprotot ft-wwMag: M.tl»ted Yf •MiwnwiM, Ac^t^vation /Ektiveisun /noun 1 stimulation of activity in an organism, chemical or organization. 2 the activity of causing to have energy and be active. 3 making active and effective: Brand activation is a tool from Attractive Media taking your business to the next level
AcHER/fitoW «r. 1 tp«r»o» devoted to U»wtiw life mm 1 tmduig to become saw* HwrnorvbUriauept. t aiftp4 m or reedy for optndtm I dkpnted to ak» ecdffli« eifecoune ckange. 4 acrtingtofliMHice » producing® effect f »lw«y» doing nsroahmg. • IBVOITWI to KHnethi^fc ro»ldmg * detonnirwd efTon «nd not leaving foraethlin to heppan by itoelt T doing aotaeftuig regutvtjr; ftmctwniag. • Hrslf end M «f idtse
BRAND ACTIVATION WITH ATTRACTIVE MEDIA
Attractive Media (M) Sdn. Bhd.
Wisma CKL, #1-2 Jalan 22A/70A, Desa Sri Hartamas, 50480 Kuala Lumpur +603 6201 3380 enquiry@attractive-media.com
CM-
MARKETINGTOWOMENSEMINAR2OO6INDONESIA
WOMEN,
WOMEN,
AND WOMEN
WOMEN have changed! Before you can make a good marketing strategy and plan, what you need is to update yourself with the knowledge about women. Ranjana Singh of MindShare Indonesia set the stage alight with her opening presentation derived from MindShare's highly reputed 3D study, sprinkled with some anecdotal observation by this media pundit about the challenging and sometimes confusing female market. Ranjana emphasized that woman's lives are like the layers of an onion. They have a role as daughter, wife, mother, housewives, mother, etc at the same time. The challenge for a marketer is to fulfil her role or one of the roles. Why is it important to understand them? In 2005, of a total Rp. 24,5 trillion ad spend, Rp. 16 trillion was spent to talk to woman. Women are the main product decision maker, across category, 77% females, 23% males. Thus it is important to understand them better to reach them better. Catherine Eddy of AC Nielsen Indonesia brought a holistic perspective to the subject with a comprehensive overview of this intriguing yet lucrative target market in a burgeoning marketplace the size of Indonesia. Her specially tailored talk shed some valuable light into areas never before shared with an industry audience. To have a better understanding of the society, we might want to look also at the
24
media since it is a reflection of the society. Petty Fatimah of the Femina Group, widely acknowledges as the content creator for the femalereaderinIndonesia,eloquentlyexpressed in Bahasa Indonesia her take on what she felt were the triggers that resonated with women in an increasingly sophisticated marketplace, based on Femina's 30 years experience as women's best friend. Affectionately know as Pat, she open the audience's mind to the topical issues that engaged the female readers both spiritually and emotionally. The morning concluded with the everycontroversial Yasmin Ahmad of Leo Burnett Malaysia whose opinions have shaped a whole generation of advertising minds. Recalling her presentation made to a global audience in Cannes, she articulated in her own passionate way where marketers were going wrong when talking to women. At the end of her speech, it was clearly obvious she had won many fans amongst the discerning audience. It was vintage Yasmin for 30 minutes! The afternoon began with an equally outstanding line-up of speakers... The delightful Iriana Muadz of Bintang Toedjoe kicked off the session with a shocking, but sobering 'reality-check' on some startling demographics of the Indonesia female. Her colourful rendition of how she has to understand women, so she can market her stable of exotic brands to men had the
ADOI MARKETING COMMUNICATIONS MAGAZINE
audience hanging on to her every word. To understand women is important, not only her behaviour but also h er heart and what she value. Moreover, understand her worries, get connected to her heart; and connected to her needs as the most perfect woman in the world, 'she needs to be the brand and therefore the brand lives' she said.
Jocelyn of TNS then pick up the ball with her enlightening journey though the telco landscape and how females were a growing force in that domain. She had a lot up her sleeve as the crowd was treated to some pertinent findings in her talk, sharing some valuable data which should be a lethal part of any telco marketer's arsenal! Women are wired differently, she said. Interestingly, from the average number of people who recall ads, 4.3% are female and 1.9% male. With regards to technology, women are different; and Telco is about building relationship for women. Dr Julian Lawrence-Smith from Unilever Indonesia had the audience in stitches with his warm and relevant learnings as he shared some Unilever case studies. A true pro, whose grounding was in Psychology, Dr Julian spun some homespun logic on why Indonesian women are similar and different at the same time. The day's itinerary was finally capped by 25-year old Jopa Malantic from Procter & Gamble Singapore. Jopa's Take it All Off launch that revitalised the Head &c Shoulders brand into second place in a crowded marketplace had a refreshing twist to the day's theme. It was obvious that this young marketing genius is going o go places. He spoke endearingly and the ladies in the audience felt as if he knew them as well as they knew themselves!
PATA TBWA-ISC\ MALAYSIA WINS! Pacific Asia Travel Association
GOLD AWARD WINNER 2006
TBWA - ISC \ Malaysia, with its interactive arm Hi 8H S3 II U BH February 16, 2006 Search BUm: \ TEQUILA-MYALOX, has won the 2006 Pacific Asia Travel Association As "Totrters C&me. f/*ia ri&Hf &cn>ss ite* kr&ff&y„ J & fc^XyjS t (PATA) Gold Award me&//seat tAwrit At/**#/*~ made objects s*/cA &>? iAese represent, ~fAe in the website category [ J ^t iCtACf o/> tte? C»fee erf1 is Mwf#ys/» for its work on Tourism Martin on his return to Kuala Lumpur from a Malaysian jungle safari " j i, ffedrf hi#,story >> M fi&l Malaysia's website for Europeans. The website (www. tourismmalaysia.gov. my), which aims to promote Malaysia as an outstanding tourist destination for the European market, is a key priority for Tourism Malaysia as Europe is one of the top markets for mi tourist's to Malaysia and u MY DISCOVERIES the majority of travelers RtAl STORIES FROM RfAl. PtOM.1 there use the internet to supplement their travel decisions. Providing visitors with an overview of • Travel vwite 9»i andNie m thay «n|oy a qu*et, laicNbacl! break in lh« Paftuenfian the many attractions Isles, off the mmi aflmenggmu cfefc to read moresltsrt#* w* in Malaysia, the website allows visitors PROMOTIONS & to discover Malaysia NORTH AMI RICA TRAVft AOF NTS SWEEPSTAKES through the eyes of fellow Europeans via credible visuals and real experiences here by real travelers. Speaking on the award win, Austen winning campaigns were selected by a panel Zecha, Chief Executive Officer of TBWATo further cater to European travelers, of international experts in each category. ISC\ Malaysia said, "We are honoured to have in addition to English, the website is also TBWA-ISCX Malaysia will receive received one of the most prestigious awards in available in five other major European its award during the 55th PATA Annual the tourism industry. The award is a significant languages - French, German, Italian, Russian Conference in Pattaya on 24 April 2006. recognition of our Tourism Malaysia team's and Spanish. In addition to having won a number accomplishment in successfully launching a The website, which was launched of other PATA awards in other categories gateway for European travelers to discover in November 2005 at the internationally for its "Malaysia: Truly Asia" international why Malaysia is Truly Asia!" renowned annual travel trade event in London, campaign on behalf of Tourism Malaysia PATA's annual Gold Awards recognise World Travel Mart or WTM, saw a 230% since 1999, the Agency has also won more exceptional achievement in a variety of growth in visits to the website from Europe than a handful of other top international endeavours, bringing acclaim to the best the in December 2005, compared to previous awards for the campaign in the United States region's travel industry has to offer. The months. and elsewhere.
4 r?
ADOI MARKETING COMMUNICATIONS MAGAZINE
Advertising. Design. Editorial. Film. News. Sport. gettyimages.com
*
f
Night
DE-SIGNING Like old friends, we're with you every step of the way. With industry-leading professionals handling every aspect of your print job, we not only get the job done - we get the job done right
Value. MMT.
® TURN HEADS WITH MMT. Call us today | 03 7806 4315 03 7806 4317
MMT (MALAYSIA) SDN BHD (399281-P) IMAGING REDEFINED
www.mmt.com BILLBOARDS • BUILDING & VEHICLE WRAPS • BANNERS • IN-STORE & EVENT GRAPHICS • BACKLIGHTS
THE GREAT OUTDOORS OUTDOOR advertising is a familiar part of twentieth century cityscapes, relaying information to the circulating population. As the mass audience is becoming increasingly fragmented the power of outdoor advertising as a medium is growing due to its high visibility and its ability to reach diverse and/ or target markets by virtue of geographical positioning. As one advertising executive states, "As we hurtle towards a world of over choice, with increasingly little time to make these choices, the oldest advertising medium in the world becomes the most important. And as media fragmentation continues, so the poster becomes virtually the only medium that binds us together as one culture." The increasing fragmentation of mass media has posed a significant
of media at their disposal. As the media splinters into hundreds of television and PAYTV channels, thousands of magazine titles and new media (particularly the Internet) advertisers are finding it harder to get through to their target audience. However one form of advertising which has demonstrated the ability to overcome this issue of media fragmentation and audience segmentation is outdoor advertising. Unlike other mediascapes, such as television or magazines, billboards have no other purpose than to advertise, hence there are no accompanying props - the city itself is the context. It is a form of "direct communication with consumers where they live, work, play; where they drive and shop,
dilemmaforthemediaindustry.lt As one advertising executive statesy "As we is becoming increasingly difficult jjUrtie towards a world ofover choice, with and expensive for advertisers to address and capture a segmented increasingly little time to make these choices, audience who are depending less the oldest advertising medium in the world on television for information and becomes the most important. And as media entertainment, who are at the fragmentation continues, so the poster cross roads between print and electronic media and who are becomes virtually the only medium that coming to terms with the plethora binds us together as one culture."
Innovative Outdoor where they commute and The expansion of To coincidewith the Australian congregate" which makes outdoor advertising release of the FANTASTIC outdoor advertising one of the purest forms of reflects the societal FOUR Twentieth Century Fox Film wanted a dynamic communication. and economical outdoor advertising campaign Outdoor advertising that not only grabbed is also one of the oldest changes over the attention but highlighted forms of communication past twenty-five the powers of one of the and advertising. From the years. These changes film's central characters, earliest painted Roman walls the Invisible Woman. to the latest laser projections include dual income MetroMedia Technologies in Times Square, outdoor (MMT) provided the families, multiple advertising has always solution: day and night been ubiquitous. Outdoor car ownership, technology. advertising has the potential suburban residency MMT's day/night to regain its role as a primary technology is a breakthrough medium from its position of and the increased in outdoor advertising being marginalised with the need to commute for creativity. It offers advanced advent of television in the 1950s to its now stronghold work, shopping and print quality and allows a total change of creative on the media industry. recreational activity. execution from day to night The expansion of outdoor on backlit sites. advertising reflects the societal In preparation for the 2005 Major League and economical changes over the past twentyBaseball All-Star Game in the US, GM five years. These changes include dual income strategically placed display advertising around families, multiple car ownership, suburban Comerica Park that simulated shattered residency and the increased need to commute for windows that appeared to have been hit by work, shopping and recreational activity. homerun baseballs from Comerica Park. Globally the outdoor advertising industry has undergone an evolution in recent years, with production and technological advancements leading the way in creative innovations. In urban landscapes like China, Japan and Malaysia (where you have the highest concentration of outdoor clutter in the world) the creative that cuts through is the most rewarded. Take for example the 'Vertical Football' outdoor campaign, created by TBWA/Tokyo for Adidas in 2003. This simple and brilliantly executed campaign utilised the outdoor medium to its full potential and earned worldwide acclaim. Withconsumersbombarded with literally thousands of messages a day the importance of 'stand out' outdoor creative is on the rise. Some of the most eye-catching examples recently have seen outdoor become as much a form of entertainment as it is a message delivery mechanism. MMT (MALAYSIA) SDN BHD IMAGING REDEFINED
www.mmt.com
NICKY WATTS
DO AD PEOPLE MAKE MORE THAN LAWYERS? THE conversation was on the advertis ing industry and the amount of money it is generating. Nothing new - ad spend has been on the rise, economic slowdown or not. Practitioners still send in their entries for the Kancil Awards despite all that is said about the judging, the standards and even the people who attend the dinner function. "The ad industry is really big", said the turbanned one over his first glass of the am ber liquid, meaning things have not come to a head, yet. " Lets compare it with other professions", he quipped. "The medical profession" , said the ad man wannabe, downing his thirdTulip glass of the liquid of the same colour, is much big ger, taking into account the medical equip ment, the drugs and the hospitals. "Surely, the ad industry must be bigger than the legal profession", said the turbanned one, starting what ended a pleasant evening with cal culations, earning capacity (presumed and unreal). And by the time the night ended, there was only one conclusion: with RM4 billion in ad spend, throw in a few hundred million here and there for creative work and tag on the 17.65% for commissions from
third party costs, more money is generated by the ad industry than all the lawyers put together. "Don't believe it?" asked the turbanned one whose PDA doubles up as a calculator. Assuming there are 8,000 practising law yers and each generate an average annual fee income of RM400,000, it would only be RM3.2 billion. Someone disputed the fig ure (cant remember his name as this piece is being put together the morning after with a hangover and remnants of the Hokkien Mee which turned out to be the only meal of the day). It was said that not all lawyers can gen erate that kind of fee income. Someone for got the meaning of the word average' as the discussion turned into an argument. Even the silent one downing the burung three stools away could not resist of fering his two sen worth. In some big law firms, legal assistants are supposed to gener ate monthly fee income of RM40,000 each. That's RM480,000 annually, he quipped. The partners bring in even more. There was a temptation to say Average, you stupid,' but caution was not thrown to
the winds, taking into account, flying pieces of glass could cause injury to innocent barstanders. Surely, it would be hard for the magistrate to swallow mitigation on lines that this whole episode was the tumultuous end of a discussion on fee income of law yers! But all were guessing, especially that with one case or one contract, lawyers are said to earn seven-figure fees. Ask those accountants who were asked to prepare reports on the performance of one or two of the GLCs. They know, but they can't tell, oath of secrecy' and of course, as the learned friends would not want to discuss fees with third parties and say, there's solicitor-client confidentiality. So, for know, it is merely an assumption that more money passes through the hands of the ad boys than those eminent personalities with robes and wing collars! Oops, that could be wrong too. Law yers may have in their clients' accounts more money than anyone of us could imagine. Dont believe what had been described? Take out the pen, paper and calculator after putting on your thinking caps!
"Surely, the ad industry must be bigger than the legal profession", said the tur banned one, starting what ended a pleasant evening with calculations, earning ca pacity (presumed and unreal). And by the time the night ended, there was only one conclusion: with RM4 billion in ad spend, throw in a few hundred million here and there for creative work and tag on die 17.65% for commissions from third party costs, more money is generated by the ad industry than all the lawyers put together. 30
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
SEREMBAN
MELAKA
iPOH
KLANG VALLEY
http://www.flyfm.com.my
PENANG
JOHOR
COLUMN
DON'T SHOOT ME FULL-SERVICE ad agencies are griping about the disappearance of their media commissions to media specialists who are bigger and have monumental clout with media owners. Don't shoot the messenger but I know exactly what went wrong: Ad agencies who had given up their media commission to media specialists did it blindly, without taking into account the potential shortfall they would suffer from. They forgot to factor in ample compensation. Do the math. To keep a fullservice ad agency alive, you need to know 80% of your cost is creative people and 20% the media guys. And media earned you 80% of income while creative 20%. So what happens when you lose out on media? Disaster on the books, it's financial suicide. You can't survive with 20% income from creative! That's why you have to charge higher creative fees to survive. Because commission on thirdparty costs like production is not enough to make up for your loss. If your creative cannot command a good fee, it's about time you looked for other revenue streams to keep afloat. Of course while all this is going on, the client or advertiser is laughing all the way to the bank! 32
I
FINDING THE BEST AGENCY PARTNER IT'S not on the tourist trail, but a trip to Beijing's Zhongshan Park (next to the Palace Musuem) is quite an eye opener. Its here that the parents of the singles are playing the role of matchmaker (and we thought we had this game to ourselves!). One sign written on the ground says "Female, age 32, 168 centimeters tall. A military officer who holds a master's degree from a university in the United States. I wish to meet a man aged about 35 who is at least 170 centimeters tall and a university graduate with a monthly salary in excess of 3,000 yuan." Others are carved into trees, some are hung up on walls. It's a hotbed of huckstering, with parents doing everything short of a powerpoint deck to find spouses for their children, so eager are they to create the empty nest. It seems people are born to pitch - but more money is wasted on agency new business than in any other area. The Pitch Fee idea of the 4A's in Malaysia is a good start - but truthfully, it needs marketers to take the lead and look for ways to stop wasting everyone's time and money forst. We've recentiy helped three major marketers in China find new agencies, involving millions of US$ in media and advertising. Like looking for a marriage partner, the decision is fraught with risk, unknowns, prejudice and challenges. Here are some ideas from what we have learnt. New agency- or new team? Most agencies have excellent capabilities well beyond the team you currendy may be working with. Two years ago, we worked with CocaCola on a pitch within the current brand agency, tapping their resources from Taiwan and HK. The result was fresher ideas and a fresh start to an ongoing partnership.
Go beyond the beauty pageant The agency creative presentation is one of the most staged pieces of theatre on the business agenda. It is an improbable way to select a long term communications partner. We do our own research with current clients of the agency, and we also manage "chemistry tests' where the final round becomes a two hour client - agency workshop. Meet the real people New business is the lifeblood of the agency business, and for that reason, it always seems to attract senior management. Push back and demand to see and hear the real people you will work with every day. The CEO and Creative Director may shape the agency culture, but they won't be able to play a day to day role on your business. Pay for results The pitch is your best chance to set a new compensation scheme based on results. Under this scenario, both parties can win. The best relationships are always linked to mutual outcomes, and creating an incentive payment structure for the agency can only help with motivation and commitment. The people that have this right- the P&G's, the J&Js, etc (the rest know who they are) attract better agency talent, better marketing brains, and usually better ideas. No agency marriage is made in heaven - but most can do with a hell of improvement. Greg Paull is Principal of R3, (www.rthree. com) the Asian arm of a global consulting group focused on client-agency performance and compensation.
MAJOR WINS TO DATE 2006
CREATIVE AGENCIES Ogilvy Y&R Leo Burnett Grey Global Group M&C Saatchi Lowe JWT MEDIA AGENCIES OMD Zenith Carat Carat Carat Carat
ADOI MARKETING COMMUNICATIONS MAGAZINE
Maxis MM Mobile Maxis BTB Yeo's Just Tea and Asian Soft Drinks Celcom CRM project Thai Airways Sri Lanka Tourism
Malaysia Malaysia Malaysia Malaysia Malaysia Global Global
New Zealand Milk TM Group Cadbury Adams- Halls & Clorets Ace Canning Maybank - mobile banking Perodua
Malaysia Malaysia Malaysia Malaysia Malaysia Malaysia
Auto Bavaria
www.autobavaria.com
'
Sheer
Driving Pleasure
"After 6 months of hard work, reward yourself with a BMW from Auto Bavaria." Advertising success comes with hard work and determination. Now rewardyour passion with a BMW and take life to a whole new level. Visit your nearest Auto Bavaria showroom and testdrive your favourite BMW.
Auto Bavaria
For everything BMW1"
AUTO BfiURRIR ASSIST
Auto Bavaria Nationwide Showrooms: Glenmarie 03-55693900 Kuantan 09-5668966
Sg.Besi 03-92220540 PulauPinang 04-2813866
www.autobavaria.com Segambut 03-62512599 JohorBahru 07-2384580
Bukit Bintang 03-21422288 Kuching 082-412351
A member of the O Sime DarbyGroup
AWARD AMBIENCE
NANYANG AND CHINA PRESS CNY AWARDS! FOR the eight year running, Nanyan r Siang Pau and China Press held their annual Chinese New Year Greetings Ads Award .Night Nanyang Press Holdings, Chairman Tan Sri Wong See Wah in his speech said, "Unprecedented efforts through the years have led the Print media continuing to hold on the lion share of 65% advertisement spend in 2005. It was an overwhelming achievement that Chinese newspapers advertisement spend have recorded a 7% growth compared to the overall industry growth of 3%." The winners were decided by readers and winners were feted to a grand celebration (see table of winners). There was also an Industry Vote industry for the best greeting ad this year and the inaugural winner was Petronas.
Nanyang Press Holdings: Chairman;Tan Sri Wong See Wah
2006 CNY GREETING AD AWARD - WINNERS LIST PRIZES
ADVERTISERS
CREATIVE AGENCIES
MEDIA AGENCIES
GRAND WINNER NO. 6
PETROLIAM NASIONAL BHDLEO
BURNETT ADVERTISING SDN BHD
MEDIAVEST WORLDWIDE
1ST RUNNER UP NO. 10
DRB-HICOM BERHAD
KEN MEDIA SDN BHD
KEN MEDIA SDN BHD
2ND RUNNER UP NO. 18
HEALTHYWORLD LIFE STYLE SDN BHD
180 DEGREE STRATEGIC
MEDIA ELEMENTS SDN BHD
3RD RUNNER UP NO. 14
RHB CAPITAL BERHAD
KHK ADVERTISING SDN BHD
KHK ADVERTISING SDN BHD
4TH RUNNER UP NO. 26
DIGI TELECOMMUNICAÂ TIONS SDN BHD
NAGADDB SDN BHD
MW MEDIA (M) SDN BHD
5TH RUNNER UP NO. 2
PROTON HOLDINGS BERHAD
MCCANN ERICKSON
UNIVERSAL MCCANN
Judgement Night/Industry Vote Winner ADVERTISERS
CREATIVE AGENCIES
MEDIA AGENCIES
PETROLIAM NASIONAL BHD
LEO BURNETT ADVERTISING SDN BHD
MEDIAVEST WORLDWIDE
34
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
-
m
NEWS BRIEFS YASMIN ROCKS SINGAPORE! Award-winning creative director and acclaimed Malaysia filmmaker Yasmin Ahmad launched her new film Gubra in Singapore earlier this month. Shot in only 12 days, it cost RM1 million. Yasmin is also planning two more movies - Mokhsen and Monte Carlo which is a romance between a Bangladeshi worker and a Malay bar waitress, set in Singapore's Little India. The Singapore Film Board has offered to finance 45% of Monte Carlo. ASTRO LAUNCHES IN INDONESIA Astro All Asia Networks pic, which is finalizing its 20% equity investment in PT Direct Vision, has licenced its brand to provide direct-to-home satellite television services with an initial package of 46 channels across Indonesia. PT Ayunda Prima Mitra, a subsidiary of PT Broadband MultimediaTbk, the operator of Kabelvision service, remains the largest shareholder of PT Direct Vision, which is headed by CEO Nelia Sutrisno, COO Auddie Wiranata and director of programming Dewi Fadjar. MEDIA PRIMA RIDES STRONG Media Prima Bhd reports a net profit of RM55.47 million for its financial year ending December 31, 2005, up 47% from RM37.71million the year before. Group MD and CEO Abdul Rahman Ahmad says this is due positive performances by TV3 and 8TV, which became profitable in only 18 months. TV3 chalked up 43% of gross adex and 48% of tv viewership, while 8TV secured 17% of gross adex and 6% of tv viewership. PLAY FOR ME Key advertisers like Coca-Cola,McDonalds, and Nike, have been putting their products in video games for several years now. But marketers and gamemakers successfully pushed Nielsen Entertainment last year to start measuring the impact of in-game product placement, where there had been none before. This in turn is drawing more ad dollars and making gamemakers as eager as TV networks, perhaps more so, to open up their stories to the highest bidders. DISCOVERYLEAVES MDK MALAYSIA Discovery Networks Asia ends relationship with embattled Malaysian PR partner MDK Consultants, and has shifted the business to new start-up Compass Communications - itself founded by ex-MDK staffers Terry Blaney and Basil John Fernandez. 36
I
INDIA DIARY - AGENCY.FAQS
After hours: Life beyond advertising You are considered lucky if your hobby is your profession. With their work providing them cre ative oudets, most people would consider advertising professionals lucky too. Yet, at times, life can get monotonous for even these creative maestros, what with juggling between client meetings and racking their brains for that elusive one liner. Not surprisingly, many of these advertising professionals have found new interests beyond adver tising, which relieves them of the mounting pressure. While people already know about McCann Erickson's Prasoon Joshi's and O&M's Renzil D'Silva's skills in script writing, thanks to 'Rang De Basanti', not many know that JWT's Hemant Mishra acts in at least one play every year. He even has a theatre group called The Entertainer' and has worked with the likes of Habib Tanvir. For Bhupal Ramnathkar of Umbrella, the creative outlet comes from a field more closely linked to advertising — photography and interior decoration. Ditto for Gullu Sen, vice-chairman, Dentsu India, who is into charcoal painting. For Joshi of McCann, his activities outside mainstream advertising are his parallel profession and it also helps him in growing as a professional. Joshi, who is into writing books, short stories, singing jingles, writing lyrics and dialogues for movies, feels that the need arises from the simple desire to communicate his craft to people. He says, "Advertising is a borrowed art form where it draws heavily from various other fields. And Bollywood is a good medium which has successfully understood the pulse of the masses. This understanding of the psyche of masses is necessary for advertising too." But then are also those who are passionate about something which has no relation with advertis ing. For instance, Kenneth Augustine, the creative head of Saatchi 8c Saatchi, Delhi loves angling Mahaseer (a huge fish), and has been pursuing this for the past 30 years. Similarly, Rajeev Raja of Bates Enterprise has always had his foot in the music world. He plays the flute and is a member of a band called India Chapter, which recently played at the closing cer emony of the Bandra Festival in Mumbai. For Raja, playing music has helped him hone his creative impulses and move beyond being onedimensional. "Creative is not only about the 30-second commercials and having something outside advertising helps in widening the horizon," he notes, adding, "The creative process drains one emo tionally so there is a need to recharge the battery." He says,"One has to mix different worlds in advertising and look for other inspirations." He feels that for a good advertising professional it helps to understand what it is to be creative in other fields. Naren Kaimal of Dentsu Communications loves motor sport rallying as much as advertising. Kaimal dreams of being the first Indian to participate in the Dakar rally. For Kaimal who came second in the Raid-de-Himalaya, an off road adventure - considered to be the toughest motorsport in India - has graduated to officiate many Indian rallies. He sees advertising as a skewed world with strange perspective and this kind of passion gives an opportunity to get in touch with people who have noth ing to do with advertising. His partner Amardeep Singh at Dentsu has scaled difficult terrains in his many mountaineer ing expeditions. Singh who was initiated into mountaineering when he was around 25 years old has done a basic course in mountaineering and later graduated to being an instructor for various camps. He has represented India in the first ever joint Indo-USSR mountaineering expedition to Pamir and Caucasus mountains in 1989 and takes an annual expedition to Himalayas. He says, "In cities, one can't have an appointment with oneself. This gives me a chance to rediscover myself." On a philosophical note, he says, "There is a jungle out there in advertising and everyday is an expedition in cities. So taking such expeditions is a challenge and makes you a survivor which is also the need of the profession." Joshi concludes, "Advertising is a creative process and the danger is that if one does not constandy reinvent oneself, you could fall into a rut. This can turn one into a factory where one churns out creatives set on any formula and become repetitive."
ADOI MARKETING COMMUNICATIONS MAGAZINE
THE 78TH ANNUAL ACADEMY AWARDS 9.00am LIVE 6 March, Monday
AIM 13 8.30am LIVE 29 April, Saturday
m Celebrate The Best of Award Shows on ntv7.
Award-winning artistes. International stars. And great LIVE entertainment. Tune in to the excitement, and celebrate the best award shows only on your feel good channel! "ACADEMY AWARDS," is a registered trademark, and the Osc
s copyrighted property, of the Academy of Motion Picture Arts and Sciences (A.M.P.A.S.), and are used under peri
0
your feel good channel
MEDIAEXPLOSIONINDONESIA
MEDIA EXPLOSION DELIVERS THE FIREWORKS! by Lisette Paula
EVERYTHING started harmlessly enough. Everybody had a hearty lunch at the Le Meridien Ballroom, the speakers were all in place, some flew in from faraway as Shanghai. Even the emcee for the day, ADOI's Regional CEO Ham was in a bubbly mood. (But then, when is he not?). The stage was set for ADOI's Media Explosion, jointly organised
way to survive was to embrace it. Her mantra: "We must decide who we want to be in this changing environment: traders or specialists? You don't buy media, you invest in it." Next up was Client-Agency Relationship expert Greg Paull, who had everyone glued to his presentation because it was so new to them. He spoke of agency compensation systems,
second-class citizens in full-service agencies." His firebrand presentation was not short of provocative observations by a man who been there and done it all. The audience was already warmed up, there was so much to digest in one afternoon. By then came the ultimate showdown: the Panel Discussion!
HIGH-POWERED PANEE DISCUSSION (Left to right) Ranjana Singh, Technical Advisor Group MindShare, Greg Paull, Principal R3 Asia Pacific, Daniel Hartono, Sales & Marketing Director RCTI, Narga Habib, PPPI President, Seshadri Sampath, CEO BBDO Singapore and moderator Andoko Darta, Managing Director AdWork! EURO RSCG.
with PPPI and kindly sponsored by Kompass. Ham started the proceedings by calling this an Open Forum to share, discuss and learn from speakers who knew their subject well. Then the games began.... PPPI President Narga Habib began the afternoon with a brief but relevant 'state-ofthe-nation" address on the current scenario of uncertainty, confusion, undercutting, unfair playing field, in reference to the Indonesian media advertising scene. First speaker off the block was MindShare's Ranjana, well known for her media-speak rhetoric and smooth oratory skills. It was no secret that the 110-capacity crowd were fond of her, respected her thoughts and were hanging on to her every word. She spoke about change and the only
38
I
the pitching fee and the eternal fee versus commission debate. Also gave some quick case examples and emerging trends around the world in these areas. Riveting stuff! After him came media owner RCTI's Daniel Hartono who proclaimed a more transparent and open way of working as the way forward. He lamented that TV stations are losing money big time, "We are giving away everything: bonus spots, discounts, and even perks," he observed that the situation is not going to improve with the impending entry of pay tv ASTRO and Rupert Murdoch Star's alliance with Anteve. Final speaker Sesh of BBDO Singapore, who has spent his career on all sides of the media fence declared, "Media independents now have freedom from being treated as
ADOI MARKETING COMMUNICATIONS MAGAZINE
Moderated by none other than ex-media heavyweight Andoko Darta, the questions kept on coming. Ranjana said MindShare does not believe in giving any discounts above the regular rebates and at one stage assured Hotline Ad's Subiakto, who has heckling her from the floor, that she would not dream of poaching any of his clients (so long as he kept them happy). She even invited the PPPI to audit her accounts, if that would help quash any suspicion. By the time it was all over at 5.10pm, there was a great sense of satisfaction from the audience. Speakers were obviously relieved that the day had ended on a topic that was sure to charge up any advertising crowd. But then there is always tomorrow!
MAKE OUR GLOBAL REACH YOURS If you believe in delivering spectacular results and are looking for permanent, freelance, contract or project work, contact Aquent today.
CREATIVE
MEDIi
Creative Director | Up to RM22r000/month International Advertising Agency
Media Director I RM15,000/month Media Independent Agency
We are working with a couple of international agencies, seeking up-and-coming Creative Directors. As CD, you will be responsible for building and grooming the creative team, and winning new business. You must have a great award and new business track record and minimum eight years experience. Regional experience is a plus. Location: Vietnam/Bangkok/Jakarta Contact: Chan Ming Yen in Kuala Lumpur on 60 3 6201 0196
We are currently seeking a Media Director for a fast growing international med agency. You are expected to manage and groom the media planning departmen as well as conceptualise new, ground breaking creative media ideas. Minimum ten years experience, strong media network, proven track record and local market knowledge are a must - locals preferred. Location: Kuala Lumpur Contact: Chan Ming Yen in Kuala Lumpur on 603 6201 0196
International Advertising Agency
ACCOUNT/BRAND MANAGEMENT
Up to RM15,000/month 1BBHUI
Working closely with the ECD, you are expected to not only be responsible for all copy-related matters, but to also develop award-winning work to help improve the creative standards of the agency. You must be strategic, and have a natural neck for mentoring. Minimum ten years experience and a solid folio required. Location: Kuala Lumpur Contact: Chan Ming Yen in Kuala Lumpur on 60 3 6201 0196
Up to RM5,000/month International Advertising Agency An award-winning advertising agency is seeking a conceptual BM writer, with at least two years advertising experience. They are looking for someone passionate about creative work, who understands the quirks and nuances of the local culture and is able to translate creative concepts into the language. Location: Kuala Lumpur Contact: Chan Ming Yen in Kuala Lumpur on 60 3 6201 0196
ackaging Designer | Up to RM7,500/month International Design Agency This agency's vision is to be the next design hub for the region. To fulfill this, they are seeking designers who are design strong and have a passion for packaging, to join their team. Ability to visualise in 3D and understanding of packaging processes is a must. You must be a team player and knowledge of any 3D software would be a plus. Location: Kuala Lumpur Contact: Chan Ming Yen in Kuala Lumpur on 603 6201 0196
Account/Brand Directors - All Levels I Up to RM8,000/month
We represent a select handful of international ad agencies looking for Account and/or Brand Directors with a minimum of five years experience with category specialisation in either FMCG, Telco or Banking sectors. If you have the appropriate skills set and the right strategic expression to excel in this dynamic landscape, please contact us immediately. Location: Kuala Lumpur Contact: Jun Lum in Kuala Lumpur on 60 3 6201 0196
DIGITAL MARKETING Project Managers | Up to RM4,000/month You manage creative development by outlining work scope and objectives to ensure successful project cycles. You must demonstrate good control over timelines, project planning, resources and budgets. Most importantly, you apply learnings to better the process development. Location: Kuala Lumpur Contact: Jun Lum in Kuala Lumpur on 60 3 6201 0196 You establish effective working relationships with clients, manage their expectations and quality control. You will need to initiate business-building strategies, structure proposals and oversee project implements. Relevant experience in interactive marketing, branding, eCRM in agency environment is required. Location: Kuala Lumpur Contact: Jun Lum in Kuala Lumpur on 60 3 6201 0196
Please apply for Aquent jobs at www.jobs.aquent.com or call our Kuala Lumpur office on 603 6201 0196 for more information
AQ U E NT
Total Staffing Solutions for Marketing, Communications and Creative
Australia China Japan Korea Malaysia New Zealand Singapore aquent.com | Creative Marketing Advertising Media PR Business Support
NEWS BRIEFS 8TV GOES A MILLION! Touted as "The Mother Of All Singing Talent-Search Reality Shows", 8TV has switched from Malaysian Idol to launch its own reality show, One in a Million, offering RM1 million as the top prize. It seem Ahmad Izham Omar, CEO of 8TV, is bent on 'shaking up the industry'! MALAYSIAN ADEX UP 3% Advertising expenditure in Malaysia managed to sustain a positive growth in 2005 according to the newly released AdEx figures by Nielsen Media Research. The Nielsen AdEx report revealed that total gross adspend edged to RM4.6 billion, up 3 percent from the same period last year. All media registered positive growth in AdEx with the exception of magazines.
SIGNING-OF IN STYLE The ever-flamboyant Shahar Noor sent ADOI a poignant farewell note on his departure from his first love - the world of advertising. He will also expected to vacate his post as President of the Malaysian Advertisers Association (MAA) at its AGM, come April. We bid Shahar a fond adieu!
HAKUHODO TBWAJV INJAPAN Hakuhodo,andTBWAWorldwide (TBWA) have agreed to establish a new joint venture company in Japan, TBWA HAKUHODO. The joint venture will combine the existing agencies of TBWA TOKYO (40%) and HAKUHODO G1 (60%), the Hakuhodo subsidiary servicing Nissan. AWARD SCHOOL OPENS IN KL AWARD School has launched in Malaysia in partnership with the 4A's. The 12-week part time course will run from mid-June to September in Singapore and Kuala Lumpur 2006. To be accepted into the course, each person must submit a folio of work based on the brief set by the co-ordinators of AWARD School. Only 28 students are accepted each time. MOTOROLA ASIA REVIEW Motorola is set to review the creative brief for its high-growth markets, valued at approximately US$50 million, pitting incumbent agency Ogilvy &Mather against BBDO. MUMBAI BLACKOUT The Maharashtra Electricity Regulatory Commission (MERC) sounded the warning bell for the outdoor industry in Mumbai by announcing a ban on glow-sign hoardings, neon signs and kiosks during peak evening hours - 5-11 pm - for the next three months. This blackout in the city that never sleeps is as absurd as banning rain in Taiping! 40
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
^isii
/RC|OFF CAMERA:
Moments in Jakarta Advertising
World-acclaimed creative director and award-winning film director famous for her biting commentary and profound observations of life in the powder room just before her speaking engagement at ADOI's Marketing to Women seminar.
Passion Pictures Rodney and OgilvyOne's Rajesh Menon contemplating their next move in the studio office as their TVC film director rushes off, after an SOS call from his very pregnant wife.
Lowe's team buckles up for a brainstorming session! Eleanor Modesto (Advisor) Ghita Utoyo (New Biz Head), Nicha Korompis (Project Management), Hanny Shintamani (Creative Director), Stanley Wissar (Account Executive) and Patty (freelancer) discuss ideas for a company mailing piece to woo prospects. If only their faces could tell the full story!
ADOI photographer Melbourne stubbornly in sists on that perfect shot, oblivious to the bystanders and perplexed onlookers around him.
42
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
(Oriental
Jletosi
A**)
The Fastest Growing Chinese Newspaper in Malaysia 20059E$19aff»cSt
2005 Monthly Circulation Report
(Audit Bureau of Circulations W$$$i=5)
J(2005^1El6fl) (Average Net Circulation from 1 Jan 2005 to 30 June 2005)
B.'tSi • 03-4048 1111
FROM AGENCYFAQS.COM
CLASH OF THE TITAHS! It was a clash between the ad gurus of two generations. At Provocations, the new series of events organised by the Subhas Ghosal Foundation, ad veteran Alyque Padamsee made sure he didn't leave anything out. Lalitaji, 'Thanda Matlab Coca-Cola', Fevicol, M-Seal and 'Daag Achhe Hain' were only some of the topics he raised in order to provoke' O&M's chairman and national creative director, Piyush Pandey. The event was sponsored by 'News Today', the evening newspaper from 'Rajasthan Patrika' and partnered by agencyfaqs!. Padamsee began by showcasing Pandey s work on Fevicol (the 'Egg' and 'Truck' ads), Fevikwik's 'Fish', M-Seal's 'Father's Will', SBI Life Insurance's 'Sister Act', Tata Safari Dicor's 'Reclaim Your Life' and Sumo Victa's 'Aapki Pehchaan'. Padamsee threw a biggie at Pandey, telling him that while the Fevicol ads were memorable, they were becoming rather generic. "Ads are focusing so much on entertainment, I don't know when the programme on television ends and the ad begins," said Padamsee. "Are we advertisers moving from competitive advertising to advertainment?" "People are not idiots, they have a way of making things out," Pandey responded. "In fact, entertaining ads do great things for brand building." To prove his point, Pandey talked about an incident when a retailer in Jaipur told Pandey that he was stuck in Jaipur in the Fevicol manner. Padamsee then conceded that it was important to break the clutter. But why was it that only funny or unusual ads won awards, and not hard-hitting ones? Disagreeing on this, Pandey said that meaningful advertising was also getting its share of glory. "One example is the Surf Excel 'Daag Achhe Hain' ad," Pandey said. "The ad is excellent and doesn't have any forced funny implications. It involves an interesting positioning with a story woven around two kids. This is a sign of maturity in advertising and maturity in the way Indian people think and accept advertising." Padamsee then questioned Pandey about
The Subhas Ghosal Foundation • presents
Provocations
W — (m T 122 f f IK <
4 *\\
\
Alyque Padamsee provokes Piyush Pandey
Provocations is a no-holds-barred encounter between two of the leading lights of the advertising industry. The interviewer poses tough questions and expects a definitive stance on controversial issues. It is an engaging evening of parry and thrust with no quarter given by either party. The ultimate aim of provocations is to get fresh insights from people who are instrumental in shaping the advertising landscape of the country. Mediated by Gerson da Cunha. the first in the series will see the redoubtable Alyque Padamsee take on the inimitable Piyush Pandey. A veritable clash of the titans!
Date:
Friday, 3rd March 2006. 6.30 p.m.
Time: Venue: Hall of Culture, Nehru Centre, Worli. Donor Passes: Rs. 150. Available at The Advertising Club Bombay, Tel.: 2389 4091/2381 0213
Sponsored by
ftyaatfttn* largest evwiir»g dully
continue on page 46 44
KT] V
yC-A I
ADOI MARKETING COMMUNICATIONS MAGAZINE
To every marketing and communication problem, there is a solution, and it is often found in a spark of
It all starts with a seed,
creativity or germ of an idea. At Bloomingdale Worldwide Partners, we relish the challenge of solving whatever problems our clients may have, being a homegrown agency that promises results. That's why this bloomin' agency is thriving!
bloomingdaleworldwide partners South East Asia, Asia-Pacific, Europe, Latin America, North America and Africa Bloomingdale Advertising Sdn. Bhd. (154611-A) No. 64, Jin Kg. Attap, 50460 Kuala Lumpur, Malaysia. tel. 03-2274 5693/2274 8826 I fax: 03-2274 8727 email; ma!keet@bloomingdale.com.my www.bloomingdale.com.my
the power of Hinglish in advertising. "I have never used Hinglish," Pandey revealed. "For instance, the words, 'Thodi Si Pet Pooja', are very much Hindi. They are only written in the English language, which doesn't make them Hinglish." According to Pandey, there is no such thing as Hinglish. He said, "The important factor is using the language of the people, which has also been seen in our movies lately, such as in 'Dil Chahta Hai', where formally written dialogues were replaced by everyday language."
Padamsee then raised a more hushed up issue: Do ad agencies, in a bid to win awards, find 'bakra' or scapegoat clients, for whom they can make ads? Pandey admitted thatthis was true."But I won't say this is some sort of a scam," he asserted. "It should be done in a correct fashion. A lot depends on the initiative of the agency." He returned to the O&M and Fevicol example, saying that the iconic campaign would not have happened had he not thought up the idea, 'Dum Laga Ke Haisha', for a radio spot. Padamsee then told Pandey that the media was of the opinion that Indian advertising treated women without dignity and showed Pandey conceded, "Yes, it is a very grinning housewives' all the difficult job. For instance, an idea time. Pandey agreed that such like 'Thanda' for Coca-Cola depends a portrayal of stereotypical women was despicable. But he largely on the language. But I guess, cited the Cadbury's Dairy Milk dancing on the cricket at the end of the day, the ad must have girl field in an ad conceived years an idea that can travel beyond the ago by him as a fine example of breaking stereotypes. language barriers. There are ads from Another example, for Bangkok that are subtitled, and they which Pandey also received warnings from the ASCI, was do end up winning." the VIP Frenchie ad, which only showed the product and no person in the ad. "I got Padamsee then came to an issue close to a call from the ASCI telling me that it was his heart - his own creation all those years obscene. I sent them a few copies of ads that ago for Surf, Lalitaji. "What has happened were running on television, which had vulgar to iconic advertising now?" Padamsee connotations." asked. "Where has that kind of advertising disappeared, which used to give a good Ultimately, Pandey was given the go ahead reason for buying?" for the VIP Frenchie ad. Padamsee then "The USP is dead," Pandey answered. "It raised a related query. "How does one sell a all boils down to the level of creativity in a bold ad to a conservative client?"he asked. particular category, which makes a difference. Pandey answered that a lot of it had to do It's not simply about sales, it's about pure with showcasing the agency's past 'bold' work, craftsmanship." which could convince the client about the agency's success with such ads. On the subject of international awards, "In fact," Padamsee added, "I, too, faced a Padamsee threw a tough one at Pandey, who problem with 'Lalitaji' initially. The marketing was a judge at the Cannes Festival: "How manager rejected it, telling me that I was do international juries judge an ad that is creating a monster of some sort." completely dependent on the language in Ultimately, Padamsee showed the film which it has been made?" to the managing director of Surf, Shunu Sen, Pandey conceded,"Yes, it is a very difficult job. who loved the film. To the great reluctance of For instance, an idea like 'Thanda' for Cocahis marketing manager, and due to the lack Cola depends largely on the language. But I of something better, Sen ran the ad for 4-6 guess, at the end of the day, the ad must have weeks during the telecast of the Olympics. an idea that can travel beyond the language Padamsee and Sen's efforts paid off, and barriers. There are ads from Bangkok that are the marketing manager, too, finally saw the subtided, and they do end up winning." conviction behind the ad.
46
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
Padamsee then got back to the present and asked Pandey, "Why are so many ads using celebrities? What is happening to creativity in advertising?" Pandey agreed that indiscriminate use of celebrities was disgusting. "Once it has been decided by the client that a celebrity must be used, the creative guys get lazy," he said. "We must put pressure on ourselves to weave an effective story around the celeb. For instance, Aamir Khan was used very well in the 'Thanda' campaign, or even the Titan ads." Satisfied with the answer, Padamsee promptly changed the topic, "What about the Incredible India campaign? Isn't it cliched in nature?" Pandey gave his own views on how the campaign could be done. "Foreigners remember the dirty streets of Agra as much as the Taj Mahal. Maybe there's an idea in all that diversity," he said. But even variety is cliched, Padamsee countered. Pandey clarified, "The cliche is not in the positioning. It is with the creative execution." Padamsee concluded the debate with an out-of-the-box question: "Is there a casting couch in the advertising world? Are models exploited by Indian ad men for roles in ad films?" Pat came the reply, "You tell me! You've been around longer." If not an answer from Padamsee, that surely evoked roaring laughter from the audience.
Pandey agreed that indiscriminate use of celebrities was disgusting. "Once it has been decided by the client that a celebrity must be used, the creative guys get lazy," he said. "We must put pressure on ourselves to weave an effective story around the celeb. For instance, Aamir Khan was used very well in the 'Thanda' campaign, or even theTitan ads."
TMpoint "The service just gets better. They are really making a lot of effort. You can see it." Martin Bunasilan Telesales Manager, Kuala Lumpur Getting better, everyday. Come feel the difference. At TMpoint, TM's retail outlet, you are our priority. We are constantly making extra efforts to serve you better. Our Customer Service Representatives are always friendly and approachable. Our smiles are real. Our touches are sincere. And you will feel the difference.
celcom^ It's in your hands
tmnetJ Let's dick
T7W Opening up possibilities
Telekom Malaysia Berhad
GLOBAL THINKING
CAN YOU MAKE IT SNOW IN MALAYB IT was neither the Winter Olympics nor the very hot weather that made a few of us in the Agency dream about the prospect of snow in Malaysia. It was a call from a colleague in our network asking us if we could clone a commercial featuring a snow scene—in Malaysia. Not entirely impossible in this case with the production techniques available today. A growing number of global clients have begun to commission work - both strategic and creative development through to production - to professionals who charge significantly less while delivering on the same high standards required. This is not just about clients looking to outsource work to cheaper production centres. It is a fundamental reflection of the way the world has changed. Knowledge pools and skill centres are no more the preserve of centres of excellence located primarily in the west. Education and technological advancement have acted as a great leveler in
Education and technological advancement have acted as a great leveler in this respect to generate talent and resources that can originate or compete from anywhere in the world. Frances Cairncross - former Management Editor of The Economist called this the 'death of distance' - where driven by the communications revolution, geography, borders or time-zones had become irrelevant to the way companies conduct business or choose to live their lives. 48
this respect to generate talent and resources that can originate or compete from anywhere in the world. Frances Cairncross - former Management Editor of The Economist called this the 'death of distance' - where driven by the communications revolution, geography, borders or time-zones have become irrelevant to the way companies conduct business and people choose to live their lives. How relevant is this for Malaysian companies involved in both brand marketing and communications? Global brands doing business in Malaysia are increasingly opting to use creative work and ideas developed in Europe, Japan, the United States and other Asian cities.Is the role ofMalaysian companies then primarily in the area of sales promotion and consumer activation programs? Is there sufficient ambition among Malaysian brands to develop new products or services or expand into new markets? Do we have the talent available in the country to do this? And are we able to cope with open markets, free trade areas and the rapid rate of globalization? While we could argue for some form of government shield to protect critical local industries - in the long run one might need to look at the aggregate economic impact of the measures taken. It s a convenient argument. Sales of Malaysian products and services will suffer given the weight and power of competing foreign brands and services. Conversely - could Malaysia become an insignificant market for global brands should they choose not to compete (because they find the cost of entry prohibitive or the terms of entry restrictive)? One has to assess the net economic impact. Chances are that closed or restrictive markets will suffer from either lower Foreign Direct Investment (FDI) or a lack of highly-skilled professional talent willing to move to the countries in question. Consider these facts: • In 1990 total trade in goods and services
ADOI MARKETING COMMUNICATIONS MAGAZINE
By Tony Savarimuthu, Managing Director, McCann-Erickson Malaysia
amounted to 32% of GDP for OECD (Organisation for Economic Cooperation and Development) economies and 34% for emerging markets. By 2001 these numbers were 38% and 49% respectively. • Around three-quarters of countries now have open trade policies, accounting for nearly half of the world s population. • There is a significant increase in capital flows between OECD countries and also between OECD and emerging markets. For example, FDI totalled US$ 324bn in 1995 but had reached US$1.5 trillion by 2000. • Movement of management, professional and skilled talent has risen sharply in recent years Many emerging nations have adopted open trade policies. There is empirical evidence to show that there is a strong negative correlation between tariffs and GDP - countries with low tariffs and less trade restrictive policies tend to have high GDPs. Some of the upward trends in these countries could of course be attributed to improvements in the banking sector and educational reforms
in the country, these companies through the or other positive economic policies. accolades they have received show that they While we might look inwardly for have a depth of talent who can compete with government protection — the world outside the best. is changing rapidly and becoming flat. Are The other important Malaysian companies development besides the particularly those in the Closer to home fall of the Berlin Wall brand communications many film production occured when a critical companies prepared for the mass of IBM PCs and houses, animation flat world? Can we resource Window OS came together talents, skills, competencies studios and postto vastly improve horizontal and knowledge bases in this houses have stopped communication between country to serve a global hanging on to the people and businesses. This market. Can we make it snow in Malaysia ? notion that there might led to an evolutionary leap in personal empowerment Thomas Friedman be a reintroduction and productivity and the New York Times columnist of the MIM of old creation of world markets and three-time winner of at the end of a mouse click. and have started to the Pulitzer Prize gives us This leads me to the next a fascinating account of the venture abroad to Flattener described by impact of globalization in bring more jobs home. Friedman his book The World Is Flat. Some agencies have I have attempted to illustrate Flattener No 2 - 8/9/95 also started hiring some of the ten examples When Netscape Went of flatteners Friedman has talent to help them Public described in his book. Can gain regional and even This flattener reminds we learn something from global assignments. me of a guy who does each of these to improve our retail commercials for big own businesses or business advertisers in Thailand working from his Mac models? on a beachfront in Bali. When I met him in 1999, he was already serving his Thai clientele Flattener No 1 - 11/9/89-WhenThe Walls and producing commercials with animation Came Down andThe Windows Went Up. techniques and motion graphics at a fraction The fall of the Berlin Wall on November 11, of the cost agencies in Thailand would 1989 saw the downfall of communism. The have charged. When the world progressed world now had one economic system instead from a PC-based computing platform to of two. With the flattening of the alternative an Internet-based platform, it opened up to free-market capitalism - one saw the release avenues for entrepreneurs who are able to of decades of pent-up demand for goods and serve the procurement needs of clients around services from places like India, China and the the world. Netscape going public played an former Soviet republics. But this also enabled important flattening role, in that it made the insightful marketers and trading nations Internet truly interoperable. Regular people to see the world as a single market, a single operate businesses and kids from the ages of ecosystem, and a single community. 10 onwards have the tools and information to Closer to home many film production apply knowledge however they want. There is houses, animation studios and post-houses nothing to say that you can't hire a teenage have stopped hanging on to the notion that animator from across the globe or ask teen there might be a reintroduction of the MIM tribes from outside KL to mine insights for of old and have started to venture abroad to your teen brand. bring more jobs home. Some agencies have also started hiring talent to help them gain Flattener No 3 - Work Flow Software regional and even global assignments. I was recently shown a letter from the Many Malaysian companies have over the association representing voice-over talents years picked up top agency awards from their indicating an increase in rates. Animated networks e.g. Naga DDB, Leo Burnett and films are produced by a global supply chain lately MindShare Malaysia (who were named consisting of recording artists and voice over Global Office of the Year in what is already talents, designers, design directors, writers, an outstanding network of media specialists). and editors in seven or eight cities across the While there is dire shortage of quality talent
globe. I have no quarrel with voice-over talent sraising their rates but I have to ask if our voice-over talents or any of the talent involved in the production of films, movies and music are able to join a global supply chain. Workflow software has allowed us to assess and procure talent from different parts of the world and have them complete tasks on real time. Might we be a bit hung-up on endless meetings and overestimating the value of physical presence to conduct business? Flattener No 4 - Open Sourcing This bit gets very interesting. Open source movements "involves thousands of people around the world coming together online to collaborate in writing everything from their own software to their own operating systems to their own dictionary to their own recipe cola - building always from the bottom up rather than accepting formats and content imposed by corporate hierarchies from the top down." What a wonderful idea! One that gives you a delightfully interesting socialist notion of capitalism. The free software movement and the intellectual commons movement that Friedman describes have the potential to use global knowledge pools to build intellectual capital that is manifested in products and services that are owned and used by many perhaps even for free. Perhaps the world is round after all! Thomas Friedman is described as the most important columnist in the world today. His book "The World is Flat* is published by the Penguin Group and is refreshing and an illuminating read on the state of the world.
»«*»cuo,MES/0
W'NNER 1,5 80S'"«S
assess
BOOKO
JWT CREATIVE GALLERY
Schick Quattro Abuse' In a market where every razor is claiming the "smoothest shave", it was a challenge coming with a fresh strategy and execution for Schick's new 4-bladed razor-the-Quattro. This candidly shot campaign fools readers into thinking that they are looking at pictures of physically abused women with bruises on their faces. Only when they see the product shot and the strapline "Schick Quattro - smoother shave for men" does it become clear that the "bruise" is actually stubble rash.
Client: Energizer Singapore Pte Ltd Credits: Exec. Creative Director: Tay Guan Hin Creative Director: Joseph Tay Art Director: Joseph Tay, Ali Shabaz Copywriter: Ali Shabaz, Joseph Tay
uss rKfflfiC
Battery Energy Drink 'Fading Out' Battery Energy Drink revitalises and refreshes. In its absence, people would begin to fade out like they were running out of battery.
Client: FoodBex Global Pte Ltd Credits: Exec. Creative Director: Tay Guan Hin Creative Director: Joseph Tay Art Director: Thomas Yang Copywriter: Joji Jacob
Leontmtie~oi
ADVERTORIAL
AN EXCLUSIVE EVENT
Why Don't Advertising Agencies Advertise? Extracted from Adage.com: Al Ries on Marketing. August 2005.
The only industry in America that doesn't believe in advertising is the advertising industry itself. Because they don't do any. Well, hardly any. And certainly nothing like the volume of advertising they convince their clients to spend. Advertising is the communications backbone of America. Virtually every large company spends anywhere from 2 to 16 percent of its sales on advertising. That is, every large company except Omnicom, WPP, Interpublic and Publicis. Look at the 100 leading national advertisers as reported in the June 27, 2005 issue of Advertising Age. All together, these 100 companies spent $93.3 billion on advertising last year. The bulk of this money flowed through the four advertising conglomerates. (Ad Age reports that the Big Four account for 57 percent of U.S. advertising volume and this percentage is bound to be higher for the large companies on the top 100 list.) As you might suspect, the percentage of sales spent on advertising by the top 100 companies varies widely depending on product category.
Omnicom WPP Interpublic Publicis
$9.7 billion $8.2 billion $5.9 billion $5.2 billion
If advertising agencies don't believe in advertising, what do they believe in? What the advertising industry believes in is public relations. They bombard Advertising Age, Adweek, The New York limes, The Wall Street Journal and USA Today and other publications with press releases about their latest campaigns.
(That's revenue, not billings. If the conglomerates reported billings, the traditional way it was done, the numbers would be much higher.) With revenues of $9.7 billion, Omnicom is No. 230 on Fortune's list of 500 largest U.S. companies. In terms of sales, Omnicom is larger than Kellogg, H.J. Heinz, Apple
And why the intense interest in winning advertising awards?Awards generate publicity and publicity generates clients.
FIRST TIME IN MALAYSIA!
How To COPE WITH KILLER COMPETITION THROUGH
POWERFUL BRANDING STRATEGIES 2i June 2006 â&#x20AC;˘ J.W. Marriott Hotel, Kuala Lumpur â&#x20AC;˘ 9am - 5pm LEGENDARY MARKETING STRATEGIST
Retail 2.1 percent Computers & software 2.8 percent Automotive 3.1 percent Telecom ....... 3.7 percent Food 5.0 percent Fast-food restaurants .5.8 percent Soft drinks 7.2 percent Beer, wine & liquor ......... 8.6 percent Drugs 8.9 percent Cosmetics & personal care . . . 16.0 percent
Why don't advertising agencies advertise? Maybe they can't afford to. Years ago, when even the largest agencies were relatively small, perhaps that was true. But today we have the giant conglomerates who are as big as many
Computer, Campbell Soup, Southwest Airlines and many other companies that do spend a lot of money on advertising.
of their clients. Here are 2004 revenues of the Big Four.
Al Ries & Laura Ries BRANDING EXPERT
EARLY REGISTRATION RATES 1-3 participants - RMI,98O per person 4 or more - RMi,780 per person (Register and Pay before 15 April *06)
Normal rates - RM2,48o per person 4 or more - RM2,280 per person
TO REGISTER, CALL 03 78803046 or Email: adc@synergyentire.com Official Bookstore
Professional Partners
ntire
LaSodeqa
JabStreet.com 8 MIA CPE Hours
telawi street bistro*
REM
Official Business Publication
TH
JWT CREATIVE GALLERY
breathe in, breathe oaf,br^ out Mhe outi brecfthe out, OMT brpathe out, bOotl* out,breafhf out
G>UM j
*sat, bCM**
More -ifdMtf'
Listerine 'Keep Talking' When one is confident of a clean, pleasant-smelling mouth, one can shine in social situa tions. People would not mind being in the proximity of such a person. The campaign exag gerates the fact that people are drawn to a Listerine user and want him to keep talking. Client: Pfizer Pte Ltd Credits: Exec. Creative Director: Tay Guan Hin Creative Director: Joseph Tay Art Director: Thomas Yang Copywriter: Joji Jacob Illustrator: Andrew Tan Typographer: Celeste Anning
Think Centre Chopsticks' More Than ninety percent of landmine victims also end up losing their jobs and have no means of earning a living. The family suffers neglect and starvation. This ambient piece was placed in swank restaurants to remind people that landmine victims have no food on their tables.
Client: Think Centre Credits: Exec. Creative Director: Tay Guan Hin Associate Creative Director: Ali Shabaz Art Director: Neo Chiew Chiew, Elisa Tan Copywriter: Ali Shabaz
out...-
Chopsticks When diners pulled out their chopsticks to eat, they wer shocked to see one of the sticksbroken. Thisdirect respons
piece was placed at swank restaurants all over the countr to raise awareness and donations for landmine victims.
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! Spafax with 40 major airlines on video, audio, print and interactive advertisements to help you achieve incredible mileage. Call (60-3) 7665 9050, email umar@spafax.com.my or log onto www.spafax.com.my to find out more.
â&#x20AC;˘9K3BjSgjj^H|
Brian left. Paul left. CK left. Donevan left. Fei left. Brian returned. Paul returned. CK & Donevan returning. Fei returning.
Something must be right at Ogilvy. Current and ex-stall will be quick to tell you it's hard to replicate the wonderful Ogilvy culture. Is it the team spirit, the motivating new business wins, or the drive for creative excellence? If you've got the relevant experience and a passion for greatness, write in to us. You stand a chance of finding out for yourself why people love it here. We are looking for people to wear the following hats, for the accounts stated below: Ogilvy & Mather • Business Unit Director (Financial/Investment) • Account Director (FMCG) • Account Manager (Financial/Telco/FMCG) • Account Executive (Financial/FMCG) • HR Executive
• Creative Director (Telco) • Senior Copywriter (Telco) • Mid-weight Copywriter (Financial/Telco) • Mid-weight Art Director (Financial) • DTP Artist cum Designer (Telco) • 3D Designer
OgilvyOne Worldwide • Account Manager (Financial) • Event Manager (Alcoholic Beverage) • Account Executive (Dataservices)
• Head of Art • Mid-weight Copywriter • Mid-weight Art Director • Senior Database Analyst (Dataservices)
Please email your resume to our HR Manager at hr.kualalumpur@ogilvy.com
MALAYSIAN MED1AKBF CONGRESS '06
MALAYSIAN MEDIA
TALKING TO SAM BALSARA GROUP CEO, MADISON COMMUNICATIONS, INDIA out-of-the-box. New delivery mechanisms which will fluster many current media professionals. Flight of investments from mass media to new media, promotions and BTL, because of advertisers' disillusionment with the former. Media specialists have now created a new function, Communications Planning. What's your view of this role? We keep coming up with new terminology in order to make our jobs sound more complicat ed and to offer something new to the client. But the basic job in media has remained the same which is to identify the prospect, reach him/her at a time when he or she is most sus ceptible to buy. Given the complexities and the noise in the market place and the fragmentation of media, Communications Planning approach rightly shifts the focus fromthe medium to the consumer. Tell us a little about your talk in Malaysia.... The media person's life has always been full of challenge and every year this challenge only multiplies. I hope to talk about this challenge and suggest new ways of approaching the problem with a view of finding more effective answers.
They call you the media futurist... I did not know I was called Media Futurist. I do not think I deserve the title. Perhaps the title comes because of my strong belief that in media anyone can buy "Proven Performance" but it is "Anticipated Performance" that one should go for and thats when your client hits the jackpot. Is media that complicated as they make it out to be? If you clearly understand what is the end
56
I
game, i.e. that the advertiser is looking for impact and to "Connect" with the right kind of target audience, it is not so complicated. If you get immersed in the millions of numbers that media has to work with and loose sight of the end objective, then it appears complex and the process overtakes the objective. Look into your crystal ball and tell us three changes thatwill affect the media agency en vironment this year? The dearth of talented people who can think
ADOI MARKETING COMMUNICATIONS MAGAZINE
We keep coming up with new terminology in order to make our jobs sound more complicated and to offer something new to the client. But the basic job in media has remained the same which is to identify the prospect, reach him/her at a time when he or she is most susceptible to buy.
CO
o CO CO LU
<
CO
£a
<
LU
I 06
Q£ S O •o Z £
o o
0
o
"O
5 o 5 -B |iu o CO 3 TO
i3 ^5
s-
-D L1I !5
o o
CO CO
_Q
c 0 JO
so i E
3T 9? £ z 0
<N °co
o af<
o o c E
•c 5 S®
2 §
c 0 0 -*
..
•g a co 'c Q- 0
t-
0 _
^
0 Q.O CO CO CO
"co "<S D E
•*— —
. 03 CO ^
>» c J5* OC
CO Q_ 0 O) _
^ OC O) Lf c C\
o°(5 <B
*a
•7= cc 2 cv
0 N .© > Q. CO Q- rj
§ CO CO CD •D •O E 0 c
CO
CO CO
- cc oc
5s
lis S »<§£
CO > "D
>u c
3 *" -O ®
CO
I§ g
co „ c/: 0 ^< £s o) 2 O) ^r C O C
£ g-O Z ^ cO o 9to a2 . ••= -c
gS
co >> ^
toi
•O -D „ b O CO CO .Q
° ° o
OT
i*!•«S,c
!_ Q ™
co CO n
C CO
_C0 co £ 5 -S .* 0 io ° 3 O -a °
_C
III
C "O
5§S
o < c 5 CO ^
"O •-
co a .— co i2 i5 o "O "D ^ CO O
« © .2 « 0) 55 o W c
m o E 0 .y c
1S 8
•= E ?
~ o 9<• a)£
C < = "O . CO c H
•D « o 3 3 c 2» ® o 5 o 0
5
z C 2
MALAYSIAN
SPEAKERS
ARE MARKETERS REACTIVE ABOUT INTERACTIVE? ARACHNID is ten years old this year and as I look back at the last decade, what's most striking to me is how little our local interactive scene has really changed. Its not that the interactive discipline itself hasn't moved. Indeed, it's seen much evolution in some areas particularly the spread from the Internet and CD-ROMs to mobile phones to "digital art" installations to all manner of connected devices. No, it's the space we play in, not the avenues we develop for, that has stood still. Consider this: How is it that most marketing or advertising professionals we meet today, still think of interactive as its narrow subsets of "Internet Advertising", "Web Design" or "Dot-Com Bust, HaHa-Ha"? Or why is it that the marketing communications industry still struggles to understand interactive by forcing it through mass communication cookie cutters when it is essentially a one-on-one premise and a pull medium? There are always exceptions to any generalization, of course, but as someone who practices in this field, this perception of the industry as a whole is my distinct reality. It all boils down to one thing. By and large, our marketing industry has not made that leap in its collective consciousness to truly understand, and therefore properly employ interactive arsenal. More and more marketers now do some interactive work, but it's mostly pockets of tactical after-thoughts instead of a strategic view of how interactivity truly augments, or even sits at the core of a marketing mix. To do that, we have to thoroughly understand the fundamental differences between communication and interaction, and how one builds width while the other, depth. We have to fully appreciate why consumer take-out is key to the former, but building value for consumers is vital to the latter. Involvement and engagement marketing through interactive needs to 58
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
mass in Internet adoption, and there is a wealth securing visibility in other people s properties be backboned on a very different strategic of resounding successes in interactive marketing. a mindset still entrenched in building width framework. It has finally shed "fad" status within marketing versus depth, or counting eyeballs versus Interactive practitioners are primarily circles, but is still quite a way from becoming capturing hearts. It is just half the equation, to blame for the status quo. In the last three understood. The signs are all there: Marketers and serves to pigeon-hole interactive as yet to five years especially, there has been a still tend to ask, "What can my consumers see another mass medium instead of a means for proliferation of startups and agency network online" instead of "What can my consumers do brands to engage, qualify, convert, reactivate offshoots offering interactive or digital online"; they get excited about such regressive or retain consumers the raison detre of going capability. All have their own strengths, but "advancements" as the ability to shoe-horn digital in the first place. few have the service maturity TVCs into online banners and mobile screens; We ve even met clients The good news is to offer the complete and consumer-empowering, time-shifting and integration of Strategy, that some far-sighted who have been advised to commercial-skipping technologies such as put all their online dollars Creative, Technology and media agencies now Podcasting and PVRs are written off instead into high-traffic banner Analytics. The integration look at the second of studied as indicators of how people are buys, disregarding the fact of these four disciplines is half of the equation that the client doesn t have consuming media. Our work is far from done. key to producing business So I have a new resolve this year: to help site for the banners to results. Other times, too, even if it means apoint foster an industry understanding of interactive to, or that an existing interactive programmes are venturing into the from a more strategic perspective. Starting site needs major fixing first. inherently limited because with the coming Malaysian Media Congress business of interactive The good news is that some the agency lacks internal on the 29th of March, I hope to meet as critical mass or all-inclusive execution themselves. far-sighted media agencies many marketing professionals as possible to now look at the second half skillsets and must outsource Kudos to those discuss, share ideas, and learn for myself what of the equation too, even different executional agencies! obstacles stand in the way of more mature use if it means venturing into components to different of interactive. See you there! the business of interactive parties. Even amongst fullChin Weng Keong is founder and execution themselves. Kudos to them! This service interactive shops, there is too little managing director of Arachnid - Malaysia's thinking opens up new paradigms for clients, out-of-the-box thinking, too little strategic most awarded interactive agency with over including the possibility of becoming their input, and too much recycling of previously 65 local and international strategy-, creativeown media owners by building sustainable built solutions. It's therefore no surprise that digital destinations instead of relying entirely and results-based awards for brands such so much of the work is the same - some as HSBC, Coca-Cola, Toyota, Unilever, on 3rd party properties. email/SMS blasts, some online ads adapted Volvo and KFC. He can be reached at Admittedly, the last few years have seen from ATL, a brochureware microsite, some some encouraging developments. The industry wengky@arachnid.com.my or the Arachnid screensavers/wallpapers to download, maybe website: www.arachnid.com.my. some polls. What's needed is a more strategic now knows that Malaysia has reached critical view of interactive, more use of consumer insights about what's truly valuable to them, and more out-of-the-box ideation. And in case you think this is one agency putting down the rest, let me say that we ourselves need to do a better job too. The Wall Street Journal recently reported Madison Avenue's What has exacerbated the situation as well is the recent about-face of "traditional" version of the chicken or egg question is whether or not the marcomm agencies that are starting to tout creative forces behind commercials work hand in hand with interactive. I'll use media shops as an example, not because they deserve to be singled out, the folks deciding where said ads would run. The most recent but because they help to illustrate the point. answer has been "yes," with a large number of agencies con Not long ago, media agencies were loathe to recommend interactive as part of solidating creative and media work under one roof. Creative the mix. They couldn t fit interactive into agency Arnold recently hired a media planning executive. Re existing mass communication measurement and benchmarking models, and couldn t yet cent consolidation moves include Procter & Gamble's Old Spice figure out how to make money from it for brand to Wieden + Kennedy; DirecTV to Deutsch; and BMW of themselves. Today, as media consumption North America to GSD&M. "The stupidest thing that ever hap habits continue to change and clients demand interactive in the mix, most media agencies are pened in our industry is when media planners left the building," now offering some digital capability. However, says Steve Blamer, chief executive of FCB this capability is largely limited to online media planning and buying the business of
THE WALL BETWEEN CREATIVE AND MEDIA COMES TUMBLING DOWN
MALAYSIAN MEDIA
WKBBBBBRBL SPEAKERS
UPCLOSE WITH SESHADRI SAMPATH - CEO BBDO SINGAPORE advertisers find extra money to expand the strategic choice or increase the investment. Strategic channel choices are quite established for most category. But we always confuse the strategic channel or media choices and budget allocation with that of media buying options where media houses bring in excellent systems and processes. There is probably a small portion of the budget (say around 5 or 10%) set aside for new media. I am a firm believer that we should not put the cart before the horse.
You have been very passionate about the me dia function returning to the brand/creative agency. Why so? Three things that happened in my profes sional life that has brought me back to brand or creative agency a/1 have worked for 15 years in the full service agency working very closely with the creative folks and planners. In fact, I joined as account planner and spent 3 years before migrating to research, media and client servicing. This has helped me develop deep interest in creative product and appreciate the power of creative idea driving the media innovation. Secondly, While I was MD for ATG for Asia Pacific for Mindshare, I found time and again through econometric and brand tracking analysis, that it is the creative power that maximizes the media spend. I strongly believe that brilliant creative idea makes media spend an investment for the brand. And last but not the least, I was missing advertising and most importandy the people when I left the industry for the interactive world. When the offer came from BBDO, I could not resist it as it has the best reputation for creativity Globally. 60
I
At a recent seminar in Jakarta, you suggested that the ultimate power will be vested with the media owner in time to come. Why? This has to be read in the context. If the creative agency and media independents do not work to gether for the ultimate benefit of the brand, the power will slowly shift to media owner as they own content and can package it for a particular brand needs. It suits the media owner as it is based on the tried and tested divide and rule for mula. They can offer short term cost-efficiency as they own the media and content, but this will be detrimental to the brand over time. Creative agency working closely with the media buying house can and should convert such opportunities into a great idea. You have worked all sides of the fence in this media and agency game. Tell us, who really is calling the shots in today media game? 90 to 95% of media or channel choice is almost decided in the annual plan by clients. Many times I have found that it is the creative idea that changes the choice of media where
ADOI MARKETING COMMUNICATIONS MAGAZINE
Malaysia has a dynamic media environment with healthy competition in the print and broadcast game. Are choices good for the ad business? As you know,i Singapore,it s the otherwayaround. Of course, Competition in media (or in any industry) is the best for the consumers. When Singapore had competition in TV (albeit for a short period), advertisers benefited with more choices and value. Now it is the other way around. Now I am quite disturbed to learn that media independents in Singapore are being pressured to pay for the people meter data. It was not the case when there were two TV companies and each trying to sell freely the data to agencies. What's your take in free newspapers? Are they be the future? Paid and free news papers satisfy different needs. Free papers are successful in Europe. Newspapers are brands as well. They depend on credibility and it grows over time. I get withdrawl symptoms if I do not read a few newspapers every day (Straits Times, Business Times and IHT). Strong brand image for a news paper brings more ad revenue which they can invest back in strong editorial and which brings in more loyal readers. It is a virtuous cycle. Free news paper is like internet. It satisfies the need of a section of the population (eg. Commuters) that look for quick information rather than in depth edito rial analysis. I consider free newspaper as fast food and the paid as fine dining. Consumption is very different and so I believe should the advertising message be. I do not think the ads that appear in Straits Times or Hearld Tribune will work well in free paper and vice versa.
MALAYSIAN
coNflHHL SPEAKERS
A 360% CONVERSATION WITH JEFFREY SEAH- REGIONAL DIRECTOR, DIVERSIFIED SERVICES STARCOM MEDIAVEST GROUP, ASIA Will the Internet becomes the world's most important medium? The Internet is more than a medium, it is a new World by itself. Everyone will be touched by this new World - in work and in play. It is a part of our daily lives, soon it will be the society of our lives. If we want to narrow our examination of it to a medium, then I would say that the In足 ternet backbone (i.e. anything that rides on it: Messenging, IPTV, VOD, Wifl) will become the next entertainment distribution medium, after TV. In the past, content and distribution channel are inseparable (e.g. you watch Baywatch on TV only, Bo Derek's "10" in cinema), but with the internet (IP) backbone, content and distribution channel are now divorcing at a rapid rate across the world. Case in point: The hit series "Lost" is simultaneously avail足 able on TV, VOD (PC) and iPod.
so different from the past, the agencies are forced to build a new model from scratch (technology, travel/ tourism are 2 such categories) My talk will be about how agencies must go about admin足 istering this change process, beyond the piecemeal oftenheard claims of being a "360, holistic or in足 tegrated" communicaiton services outfit. Product enhancement and process systems are key to mustering this change.
Tell us a little about your talk the coming Malaysian Media Congress on March 29? The advertising world has changed since the day the first agency opened 60+ years ago, and continues to change at a breakneck speed each day. The ad agencies, suppsedly the agents at the forefront of change, have not responded to their claimed positioning. To be fair, they agree on the need to change. But the notion to change has been better/more often expressed than the actual act/stamina to change. That said, certain segments of the agency industry have kept in touch with change, but not always at their own will: - when a new big business win involves a client whose consumers have changed media habits
Buying efficiently and cheaply was the mantra of the '90s. It's now about being a true navigator and marketing partner for your clients in a way that redefines creativity. What's your take? Today, the buying "cheap" mantra is still in existent - but couched with a "efficiency" slant. Often we hear about ROI, the return on investment. Many associate "investment" with money, but it should really be about the effort spend to connect with the customer. This "effort" encompasses the pathfind-
62
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
ing spearheads to search & identify the right customers, and to develop followup ways to engage and manipulate them when they have every possible chance and help to reject our effort. This effort leads to Accountability. "Navigator" and "Marketing Partner" takes on a bigger meaning in todays Ac-
countability world - because the macro envi ronment is more diffuse, and consumers have more tools 5c knowledge to ignore marketing messages. Verizon Wireless recently predicted mo bile phone networks would "in a few short years" control up to 30% of the $100 billion U.S. market for brand advertising. Is this realistic? It is not an unlikely scenario. Telcos today realise the power they have : you can TIVO TV, firewall your PC, but you seldom turn off your mobile phone. Nothing can be "re jected" on your mobilephone without your explict action. As to 30%, it all depends on macro envi ronment elements, I will elaborate on 2. 1. Governments : controlled rules and regu lations will fan usage growth, and usage ex tensions from other platforms (e.g. banking, music, news, voting, paying utilities, on top of camera, sms) 2. Work systems : if the future is about mobile offices, then Verizon's prediction is conservative Isn't audience tracking the biggest hurdle in advertising on the net? What developments are happening in this space? Traditional measures are still being adapted to the internet world. But their saliency is dependent on the level of adaptation to cater to the net consumer. They are unpredictable, unapproachable, unverifiable, and possess non-human traits. The challenge is to do a Millward Brown or Panel Diary on these "people" That said, advertising on the net is not about "pushing messages" out to a "defined target audience". It is not about attaracting "a defined target au dience", corral them into the relevant stables when they enter, monitor and chart their ac tions, and "slaughter" them when the time is right - i.e. make the sale. As such, campaign measurement metrics are increasingly being connected to a client's overall customer relations.management process, often referred to as CRM. Agencies are judged on delivery accountability with these CRM sys tems as the base foundation of their work. Extrinsic measures of net usage are eveolving each day : tighter and better analytics, together with alogorithms are making audi ence tracking a science comparable to the US Military's hunt for Al-Qaeda operatives in USA. There are a myriad of mathematical and
statisticall models out there, the path to a de cent assessment is to apply emotional logic to these models and deploy the relevant ones in the correct situations. Anything else you wish to add? Some thing on Holistic Communications" Agencies have to Think, or be extinct. Google is planning to push more branding ads in the contextual advertising space. How will that work? It will be a challenge. From a traditional creative work front The current number of words allowed in con textual advertising has, in effect, pushed copy writing into Haiku territory. It is no more about David Ogilvy's long-copy ads for tai lors, more to the combined effect of using a thesaurus and a spell check program to list out all the possible contextual combinations on a defined message field. And there are many such fields for each campaign. From a branding definition front We talk about "single minded propositions" and "unique selling proposition" in classical advertising thinking. Google is about a mil lion messge-lets making up a composite big message. How Google can corner branding work (against their current ROI/metric tac tical clientele) will depend on the paradigm shoft in emotional-driven Branding thinking in this fast expanding digital, contextual and unemotional world.
Traditional measures are still being adapted to the inter net world. But their saliency is dependent on the level of adaptation to cater to the net consumer. They are unpre dictable, unapproachable, unverifiable, and possess nonhuman traits.The challenge is to do a Millward Brown or Panel Diary on these "people" That said, advertising on the net is not about "pushing mes sages" out to a "defined target audience".
MALAYSIAN MEDIA CONGRESS (MMC) 2006 Who's calling the Shots? Wednesday March 29,2006 Sime Darby Convention Centre, Bukit Kiara. 9.00am: Welcome Note 9.05am: Official Opening Address Margaret Lim President of Media Specilaists Association 9.15am: Category Management Stephen L Watt Managing Director, ACNielsen Malaysia 10.00am: How interactive is media getting Chin Weng Keong Managing Director, Arachnid Malaysia 11.00am Out is In Suridah Jalaluddin CEO - Big Tree Outddoor 11.45am How pay tv is shaping the media landscape David Butorac - COO Measat Broadcast Network Systems 2.00pm: And you thought Retail Media was boring! Gordon Tan, CEO of GTAccents 2.30pm: Is terrestrialTV calling the shots? Dato' Ahmad Farid Ridzuan CEO - Media PrimaTV Networks 3.10pm: Media Specialistsor full-service ad agencies Seshadri Sampath, CEO BBDO Singapore 4.00pm: "360Approach"/"Holistic Communications" / *Integrated Messaging" - The changingfahric of MediaAgency operations Jeffrey Seah Regional Director, Diversified Services Starcom Mediavest Group, Asia 4.30pm: SPECIAL GUEST SPEAKER (Celebrated Cannes Media Juror) Thoughts of a Media Futurist! Sam Balsara, Group CEO, Madison Communications
MALAYSIAN MEDIA
•••••L SPEAKERS
MEGA-WATT CHARGE FOR MMC! STEPHEN WATT, Managing Director of ACNielsen Malaysia will have much up his sleeve during his talk at the Malaysian Media Congress on March 29. His unique topic is rel evant to all FMCG marketers and advertising professionals - the world of retail media. Steve is putting a spin on this subject by exploring the fascinating journey of Category Manage ment, an issue he is most familiar with. Hence his talk is titled: Category Management - A Commitment to Consumers. When ADOI approached him for details, this is what Steve shared with us... "New descriptors like trip management and aisle management regularly crop up to compete with category management as the term used to describe a process that is still very much alive and well, although a stretch goal in some parts of Asia. Fundamentally, category management is about helping retailers and their manufacturer partners succeed by of fering the right selection of products that are marketed and merchandised based on a com
plete understanding of the consumers they are committed to serving. The presentation will cover the state of and the state-of-the-art in category management in and beyond the tra ditional FMCG industry." Steve has spent over half his ACNielsen career in Asia. He first came to Hong Kong in 1994 following a number of years with ACNielsen in Canada. He quickly moved to Shanghai to assume the role of Client Service Director for the new Retail Measurement Ser vices business in China, and later became the Executive Director of the business in Hong Kong and China. After more than 5 years in China, where he managed to get married but not improve his Mandarin very much, Steve moved to Bangkok as Regional Client Direc tor, working with clients including P&G and Philip Morris across Asia Pacific. Steve as sumed his current role in August 2005, and he and his family - wife Judy, son Jason and baby daughter Claire - are all happily living in Kuala Lumpur.
SOME WORDS FROM GORDON TAM
- CEO, GT ACCENTS^^^^BH GORDON TAN has spent the last 20 years in advertising, mar keting and branding. He is known for being "Innovative"; "First To Try", and "Dare To Experiment". A well known figure in the Asian Advertising Industry, Gordon Tan was also awarded The Young Advertising Executive in Singapore in 1992. To date, he has also garnered almost 400 Creative Awards from all over the world. In 2002, Gordon Tan created a new brand avenue - SEN SORY BRANDING. Gordon believe that Branding should not be just audio and visual; but should also reach the consumers through their touch, feel, taste and even smell. He went on to create campaigns that uses various techniques and technologies to deliver and strengthen the Brand Message by engaging these techniques. Retail is about Entertaining. Retail is about Theatre. Retail is about Fun. Gordon Tan will share with you some innovative ways to make those boring screens in your store come alive! Maximising these screens will Captive Audience. Deliver The Right Message. Retain shoppers. And ring up the sales! Look out for him at the Malaysian Media Congress on March 29! 64
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
^ °i co *— J2 c
CO O)
>* ,75 CO CO —D LLI 3
o o
_Q C CD _CO _
CO
® ,2> ~o
£ ^ CD
CD E
0
o E
-> o
CM o
o °„ p
CO CD £
0 ^
_C .C
s©
2c
0 — "£ CO
QCO i c
i°
- CO Q.®
JO CO
cx>
o CD _ CD
rj\ LO g'CM
?5
CO CM -»—• V1 0
CO 0 ^ CO "l—' >* •O O -Q O Z jo
CL ^ . CO
CO "O >, c D CO _Q +"c >* CO "D 0 ° O _Q "O O) O +- c a & O
11 o oF S o
o O) s, >-ocO ^
.5 c co"
£2 "5 •£
CD tr o E CD £
E ° c5 o u sz
° • 3
_c < +-
"co w °
eg c i-
^ o "O
>
C Q CO CD CO 'co CD,Q
$. CO
> T3 T5 ^ m E
° S LL -»—* o
— _Q — CO -- "O 0 -Q co -C "5 ctf co c
o CO c
"cO CO co
0 CO
E o
b 2
c
£ £ |2
SPEAKERS
TALKING TO DAVID BUTORAC - COO, MEASAT BROADCAST NETWORK SYSTEMS Pay TV is growing in Malaysia. Is there a critical mass to this growth? The Digital age in all aspects of life provides the consumer with an array of increased choice, and Television is no exception.The number one reason why viewers subscribe to Astro is choice, from the wide range of quality local programmes we produce to the large selection of key international channels. It is no surprise that the most popular channels on Astro are indeed the channels we produce locally and Astro is very proud to be the single largest producer of domestic pro gramming in Malaysia. Last year we invested well over RM100 mil lion in domestic production alone and we will continue to grow that investment. In this light, the rapid growth in our subscriber base, particularly amongst the large urban markets, is because of our commitment to continue to provide a service that is relevant to all markets in the community, is of great quality and is "It is no surprise that the most good value for money. Couple to this Astro s long standing commitment to popular channels on Astro are in substantial subsidies to indeed the channels we produce investing ensure Astro is available to all Malay locally and Astro is very proud to sians, to date totaling well over RM2 be the single largest producer of billion, we certainly expect to contin ue to grow way past the current 34% domestic programming in Malaysia. Last year we invested penetration of all Malaysian homes. Today we are growing subscrib well over RM100 million in ers at record rates due to our contin domestic production alone and ued commitment to providing a value we will continue to grow that for money quality service that is rel investment." evant and available to all Malaysians. How will TIVO affect television viewing habits and in turn ad efficacy? Personal Video Recorders, such as the branded TiVO product in the US you refer to, are revolutionising the television markets where they have launched. Astro is very excited about the plans we have to launch our own integrated version of this device in the middle of 2006. Put quite simply, once you have watched TV on the new Astro box you will never go back to standard television. ADOI MARKETING COMMUNICATIONS MAGAZINE
Much has been made about the con cerns of the advertising community about the potential of such devices, but as with most new technologies, the opportunities far outweigh the negatives. In markets where such devices are now mature, it is no surprise that the biggest single area of advertising growth is in Multi Channel TV platforms, such as ours. It is a great opportunity for the advertiser to utilise ad ditional measures to supplement the tra ditional 30 second spot. I recently viewed a commercial from the US where the ad vertiser had hidden a code in the standard network spot that encouraged the viewer to slow down the commercial using their PVR to unlock the code and interact with the advertiser to redeem their benefit. A poten tial adversity turned rapidly into a great op portunity. Advertising creative will expand to take advantage of the new opportuni ties, which in itself is a positive.
What are the challenges facing ASTRO in the hectic media market where discounts and deals are the order of the day? Astros challenges are to continue to grow the quality and breadth of our service. Our focus is on continuing to deliver high class programmes and channels for our sub scribers and thus quality audiences for our advertisers. We do not feel inclined to par ticipate in the opportunity to undervalue our medium through rebates or the similar measures that are apparently prevalent in the industry today. As per the previous an swer, broadcast in Malaysia is already un dervalued and we neither need to nor wish to perpetuate that.
ACNielsen announced they are re-examining at their audience tracking systems soon. What's your take on audience ratings as a barometer for media buying? Astro subscribed to the ACNielsen rat ings analysis as we agree there needs to be a single, recognisable enSure Statistical industry standard for Do you think televiaudience measurement. sion will ever overtake It needs to ensure sta representation, as the main advertising tistical accuracy and full medium in Malaysia? * media representation. Television IS AL We remain committed to the concept of a READY the main advertising medium in single entity using whatever methods that Malaysia. It is the main medium for audi can ensure the most accurate reflection of ence reach, it is the main medium for audi the viewing patterns of Malaysia, through ence recall, it is the main medium for the all forms of viewing experience, both in ability to target specific demographics, it and out of home. is the main medium for the direct connec However, as is the case in all ma tion to the consumer. The only area where ture TV markets, advertisers are increas it is not considered the main medium is the ingly aware that quantity and quality are value which the advertising industry and not necessarily one and the same, and the indeed the media owners place on it. Take understanding what the ratings numbers a look at any survey of advertising effective mean is far more important than the size ness in Malaysia and you will see TV at the of the individual spot number. It is not a top of the list. That is no surprise as it sits at case of challenging the umpire., it is more top of the list in every market of the world. I have absolute faith that sooner rather than a case of understanding what the umpire is telling us. Ratings are important princi later the advertising industry will recognise pally because they provide us with a stan the relative worth of Broadcast media in dard. We just need to fully analyse what Malaysia.
Astro subscribed to the ACNielsen ratings analysis as we agree there needs to be a single, recognisable industry standard for audience measure ment. It needs to
accuracy and full media
that standard is telling us and ensure the standard continues to reflect the total me dia landscape.. How will ASTRO Interactive offerings influence the media scene? Interactivity provides the opportunity to expand the viewing experience in amaz ing ways. Astro viewers have seen the start of such a revolution with products such as the Red Button Winter Olympics and last years Athens Olympic Games. We will showcase increasing choice during the Commonwealth Games and indeed will revolutionise Malaysian TV with the ex pansive offering during the forthcoming FIFA World Cup. The range of services that extend well beyond the games will change TV forever and will be available only on Astro. But interactivity is not just about ex panded viewer choice, it is also about a range of new services that the viewer, and indeed the advertiser can participate in. Products such as our Akademi Fantasia red button service last year deliver enhanced viewer experience and choice. You will see a continued expansion in such services in the coming months. Again, drawing on experience in mar kets where interactivity is more mature, we see an explosion in opportunity for adver tisers and viewers. In the UK, where in teractive advertising has been available for several years, when a viewer interacts with a red button advertisement, the average time they stay in the domain of the advertiser is 7 minutes. Interactivity has enabled the ad vertising experience to become a 7 minute opportunity not a 30 second opportunity. Tell us a little about your talk at the Ma laysian Media Congress? I believe that the Television industry is on the cusp of one of the greatest periods of revolution ever with the advent of new technologies and platforms that allow us to change the viewing experience like nev er before and to interact with our viewers in ways never previously envisaged. You should expect my discourse to wax lyrical on the theme!!
are you plugged in?
www.ad
ADOI BREAKING NEWS SPECIAL FEATURES ONLINE SEARCH MC2 AWARDS EVENTS UPDATES ONLINE DIRECTORY ADOI MAGAZINE ARCHIVES
CREATIVE
Converse "Withered" Agency: Ogilvy Guangzhou Client: Converse Creative Director: Andrew Lok/ Owen Leung Art Director: Simon Zhang/ Owen Leung Copywriter: Crystal Bao/ Andrew Lok Photographer: Owen Leung
NEW WORDS FOR 2006 BLAMESTORMING: Sitting around in a group, discuss足 ing why a deadline was missed or a project failed, and who was responsible. SEAGULL MANAGER: A manager who flies in, makes a lot of noise, craps on everything, and then leaves. SITCOMs: Single Income, Two Children, Oppressive Mortgage. What yuppies turn into when they have children and one of them stops working to stay home with the kids or start a "home business". 404: Someone whos clueless. From the World Wide Web error message "404 Not Found," meaning that the requested document could not be located. OHNOSECOND: That minuscule fraction of time in which you realise that youVe just made a BIG mistake (e.g. youVe hit reply all') New Oxford Dictionary definitions 70
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
BIG MONEY IN MALAYSIAN ADVERTISING FOR STARS Akademi Fantasia 3 winner Asmawi Ani, also know as Mawi, now travels with an entourage in tow, has two cars and also over足 seeing the completion of his new bungalow in Kulai, Johor. He made more than RM2 million with 10 product endorsement contracts. Siti Norhaliza is said to earn even more and recently donated half a million ringgit to the national Anti-Drug campaign. Ziana Zain does mattresses, her brother Anuar Zain does a Tongkat Ali drink, Anuar Zain promotes a herbal energy drink, Sheila Majid home appliances and soap, Ella a calculator, Fauziah Latif and Deanna Yusof a Japanese skin-care product, and actor Roshyam Nor is into a brand of cookies. Erra Fazira got RM500,000 for a soap manufacturer, even come足 dian Saiful Apek landed a RM250,000 deal with a telco. Appear足 ance and endorsement fees can range anything from RM100,000 to RM2 million per contract.
sayphotolibrary*
mw.photolibrary.com"*
Have you heard? Published in magazine, dvd and online format, Contagious is the world's firSt intelligencebriefingtoanalyzethe non-inter ruptive marketing phenomenon, reporting not only on the mo£t original campaigns but also the moift effective. 'The only things that spread faster than laughter, yawning and nits are ideas. Contagious is full of them/ ~~ £> ——•—— — —
——
Craig Davis / Worldwide CCO / JWT
www. conta^iousmagazine. com
| TRANSMISSION ERROR
Isn't it about time you switched to a pay tv channel that's not a weather-forecaster?
REDCARD SHOWCASE ;
LEBRON JAMES IS AN EXPLOSIVE PLAYER IN THE NBA. SO WHY NOT USE LBJ TO INJECT SOME FIRE INTO THE YOUTH OF SINGAPORE?
Fly Jet Asia to Taipei for only $68 or buy half a pair of jeans,
EVEN RONALD LOVES BURGER KING 76
ADOI MARKETING COMMUNICATIONS MAGAZINE
' WHAT'S STOPPING YOU?
VONKING
A BLOGGER'S GUIDE TO BLOGGING NANCY VONK NANCY VONK, advertising's most famous blogger, offers a guide to the powerful new com munications tool, and tells how she moved from ignoramus to blog evangelist. When Campaign asked me to write a piece on blogs, I almost said no; writing on a blog since 2003 has not made me an expert. Doing a quick survey of creative people, I learned I wasn't the only one many steps removed from blogosphere thought leadership. In fact, I was clearly in the majority. I put out emergency calls to my smart friends who are immersed in blogland, and did my homework. I took the crash course so you don't have to. Read on and you too may move from being ignorant about the most powerful new-ish communications tool, to blog evangelist. I live out my agony-aunt fantasy with my long-time creative partner and co-creative director, Janet Kestin, writing an advice column on a blog called Ask Jancy (found on ihaveanidea.org). Here are the blog ba sics, delivered in the question-and-answer format I use when writing my own blog. Aren't blogs written by a bunch of losers with nothing better to do than criticise ev erything and anyone? Why should I waste my time trolling the blogosphere? Yes, yes, yes, millions of blogs are tragic, but many others are hugely worthwhile. To get hooked straight away check out boingboing.net (strapline: a directory of wonderful things), kuraoka.com/adblog - priceless as a cheat sheet for the latest highly relevant ad news and trends.
dozens of others in one sitting. The next thing you know, it's Tuesday. Who are the blog experts? What are their rules for a good blog? Blogs are so new there aren't any gurus yet. The "rules" are being stumbled upon through all the mistakes and lessons learned, particularly when it comes to corporate blogs. Microsoft's Robert Scoble is a frequently cited blogger (scobleizer.wordpress.com) who has a lot of credibility in his role as "chief humanising of ficer". When readers go to him with questions or complaints about his employer, they know they can count on a straight answer, no matter how
The best company blogger is an employee, not a PR person. Not even a top agency copywriter will cut it because the first prerequisite for success is authenticity. The blogosphere has no tolerance for spin, so the voice of a company needs to be that of a real insider, with tons of time to do it. Keeping a blog current is vital to getting anyone to keep visiting. Many hours of research to bring in lots of goodies worth seeking out is important. Critically, the company has to feel a high level of trust and give permission to its blogger to speak their mind. Truth is easy to recognise and false hood even more so. As with traditional advertis ing, truth builds credibility. Falsehood is off-putting and, on a blog, it's instant death.
jupiterimages
***
Oeetlve bulletin isthe weekly digital newsletter twoojW to you by brand Republic and Campaign, delivering the latest creative work and news ane oeugn pet» your index every Thursday. Ada and stones on the Creative bulletin are free te watch and read by clicking • new* headline.
+ Business Development Maneger - Top A blower'* guide to Hogging Integrated Agency Campaign 17 2006 Top integrated agency Nancy Vonk, advertising's moot famous blogger, offers e guide te the powerful new communications tool, end telle hew she moved from Ignoramus to Account, To iUOk top 5 media agency • Account executive global leading >,1 advertising agency almost sold no; wilting on a blog since 2003 has not made me an expert Doing e autck survey of creative people, I learned I wasn't the only one many steps removed from blogosphere thought leadership. In fact, I was dearly In the majority. I put out emergency calls te my smart Nancy Vffnfc friends who are immersed In blogland, and did my homework. I took the crash -nurse so you dont have to. Project Manager - BTL Read on end you too may move from being IgnorfUHout the most powerful new-ish communications tool, to blog evprw + Account Manager OriMbMe • Project Manager „ aevtu* <none . .. Jency (found on iheveanidea.org). Here are the blog testes, delivered tn the ouestkm-end-enswer format I use when writing my own blog,
Yes, yes, yes, millions of blogs are tragic, but many others are hugely worthwhile. To get hooked straight away check out bolngbolng.net (strapline; e directory of wonderful things), kuraoka.com/adbiog - priceless as a cheat sheet tor the latest highly relevant ad news end trendeHmMtthg 06.03.2006 The MC haa been boasting about a
Great bloggers are fantastic editors; their blogs have tons of stuff you'll be interested in. And you can find incredible focus on subject matter: www. drawn.ca is a place to check out new artists of all kinds, with up to five new posts a day. Seek and ye shall find - technorati.com is a particularly good blog search engine. You can ask to be noti fied about subject matter you are interested in every time it appears on a registered blog, too. The best blogs have links to other worthwhile blogs. But watch out for falling into coundess rabbit holes - I couldn't resist the detour to the US advertising legend Mark Fenske's ramblings (markfenske.com), or the former creative direc tor Ernie Schenck's (eschenck.typepad.com), or
squirmy that may make his boss. He has done the unthinkable: made people think Microsoft is filled with human beings. Scoble has created a "corporate weblog manifes to" (radio.weblogs. com/0001011/2003/02/26, html), which lays out 20 rules of conduct for anyone thinking of doing a weblog about a prod uct or company. Looking at successful blogs from companies such as Microsoft and IBM, should all my clients be starting their own blogs? For most, not yet. It may be a while before most companies are prepared to do what it takes to make a blog really work for them.
It's also interesting to see the smart use of blogs such as AOL's (discuss.aol.co.uk) that open up a topic that resonates with a huge group of users (in this case: inter net: good or bad thing?) and Dove's campaignfor-realbeauty.com, where the topic of women's and girls' poor self-esteem is debated at length. Oceans of ink have followed these efforts and polished their brand images. What's to stop a company from creating a fake blog to promote its agenda?
You just don't go there, no more than you would put an obvious lie in a print ad head line. You will be caught out and disliked, maybe even destroyed for it. Nobody "outs" bet ter than bloggers. Check out the patently bogus Lincoln Fry (lincolnfry.typepad. com/blog) that McDonald's got nailed for creating. A perfect example of blogging with wooden tongue. Do the best bloggers have incredible writing skills? You don't have to be a phenomenal writer to be a successful blogger. The good ones write spontaneously; their words aren't meticulously thought through. In a con text where speed and authenticity really count, this kind of under-thinking is a plus. This is an excerpt from an article thatfirst appeared in Campaign magazine UK on 17 Feb 2006
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, 88 Jalan Raja Chulan, 50200 Kuala Lumpur, Tel: 603 - 2148 3494, Fax:603 - 2142 6245 Website: www.himawari.com.my SilSiiS
I
FREUD
QUIT SMOKING
FO'5'D
Brian Grimwood BRIAN Grimwood first visited S E Asia in 1984 to judge the Gong Show Awards. And has since worked with many agencies based in Singapore working on such campaigns as Martell Brandy, Singapore Airlines and Raffles Hotel. Steven Heller of The New York Times has been quoted as saying " Grimwood changed the look of British Illustration In 1983 he founded The Central Illustration who represent most of the best illustrators in the UK including Sir Peter Blake Jeff Fisher and Alan Aldridge. One of the many 80
famous logos Grimwood has produced is the contemporized version of the Johnny Walker man.On a recent lecture tour of China ... having discovered he was the man who drew the infamous logo he was pursued by eager students wanting their bottles autographed! Last year he was on the jury of Americas 3x3 magazine judging " The Worl ds Best Illustrators " annual The CIA are affiliated with Berstein & Andriulli based in NYC where a third of their work now comes from.... a recent commission
ADOI MARKETING COMMUNICATIONS MAGAZINE
being five posters for Absolut Vodka done by Ray Smith. Only last November along with David Holmes he was asked to give an illustrated talk to Y&R creative heads of Asia chaired by their good friend Mr Neil French. More recently in London Grimwood has just finished a series of prestigious posters for The London Underground celebrating The Olympic games bid win.
JION SHOWCASE
B RIAN GRIMWOO I)*CIA 36 Wellington Street Covent Garden London WC2E 7BD mobile: 07702 955 388 email: brian@briangrimwood.com www.briangrimwood.com www.thegrimwoodgallery.com
ADVERTISE IN ADOI AND TOUCH THE RICH AND FAMOUS! ADOI is now more than 8 years old as the only marketing communications monthly in the market. Our ABC-audited circulation stands at 6,405 copies and we estimate our readership figures at over 25,000 per month. Half our readers are top 50 advertising spenders and the rest are in advertising and media. ADOI is a holistic read and as such, we cover all facets of the marketing communications industry. Hope you enjoy our new format and upgraded styling: we are increasing our number of pages up to 70 and in a compact, perfect-bound size.
Double page spread (DPS), full colour Double page spread (DPS), black/white ROP full-page, full colour ROP full-page, black/white ROP half-page, full colour ROP half page, black/white 1/3 Strip One Column - colour (horizontal) 1/3 Strip One Column - colour (vertical) Coupon insert CD-Rom Cover Attachment Ad Belly Wrap Quarter page Loose insert Four page gatefold Four page reverse gatefold Cover gatefold Reverse cover gatefold
RM 7,200 7,000 3,600 2,400 2,400 1,800 1,200 1,200 6,000 9,600 9,600 1,200 7,000 13,000 13,000 15,000 18,000
*ADOI Magazine is a proud member of the Audit Bureau of Circulations
Ctoh'tl
All advertising materials and proofs should be sent to: Sledgehammer Communications (M) Sdn Bhd No 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur. T: +603 7726 2588 F: +603 7722 5712 E: jeff@ham.com.my W: www.adoimagazine.com
Expanding at light-speed, we need a Creative Head [copy-toasedl, Account Director (2positions as Chinese &English),Art Director,Graphic Designer & Finance Manager. Kindly apply online to laurenpw@tm.net.my
IDEA KIOSK 9B Lorong Rahim Kajai 13
Taman Tun Dr Ismail
60000 KL
Malaysia
It
603
7729 4686
| f | 603 | 772.9 8479
|w|
www.idea-kiosk.com
AAA 2006
AAA 2006 NIGHT ROCKS JAKARTA AD SCENE! THE annual ADOI Advertising Awards (AAA) was a night to remember for a lot of reasons: celebration, laughter, tears, booze, sexy babes, gorgeous hunks, party animals, stage magic and most of all the recognition of Indonesia's advertising finest. Themed as the Night to celebrate the Death of Bad ideas, the spectacle drew over 800 people who thronged the venue at Gedung Arsip with a vengeance to party like never before! This year's star-studded internationally-acclaimed jury consisted of DDB World wide Creative Icon Bob Scarpelli Ogilvy Chairman Tham Khai Meng, Cannes-fame Linda Locke, JWT Regional CD Tay Guan Hin, India's Legendary Alok Nanda, Malaysia's very own Sa'ad Husaein, Interactive Guru Benjy Choo, Grey Asia-Pacific Regional CD Jeff Orr and more...
AAA 2006 Special Category Winners:
• Best of Best - Trip to Cannes 2006: Ogilvy & Mather • Young Guns of the Year: Leo Burnett • Agencies of the Year: Ogilvy & Mather AND FCB • Production House of the Year: RT Films • Media Agency of the Year: MindShare • AAA Hall of Fame: Pak Ken Sudarto 84
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
/*K
2006
ADOI ADVERTISING AWARDS (AAA) 2006 - INDONESIA! OUTDOOR IDEA flHllHIHHHHHI
PRINT IDEA RESULTS SILVER SILVER SILVER SILVER SILVER BRONZE BRONZE BRONZE BRONZE BRONZE BRONZE BRONZE BRONZE FINALIST FINALIST FINALIST FINALIST FINALIST FINALIST FINALIST FINALIST
TITLE MATCHBOX POLICEMAN TEABAG PINK WORLD DOUBLE SUN PINK WORLD ( BIG WHEEL) NON SLIP BAYANGAN KACA PLAY AND PAUSED VERS 1,2&3 SECURITY POND'S PUTIH INVISIBLE KABUKI DILEMATIC LIFE SAVING PRIVATE RYAN PENGANGGURAN (JOBLESSNESS) SQUAREBOX DOG GREAT IDEAS SPOT THE DIFFERENCES BUNGEE LEBARAN PAPER DOLL
SUBMITTING COMPANY OGILVY PERWANAL SAATCHI&SAATCHI FCB FCB FCB LOWE LOWE LOWE EURO RSCG AdWORK OGILVY JWT JAKARTA XCR COMMUNICATION FREELANCER OGILVYONE EURO RSCG AdWORK OGILVY PERWANAL SAATCHI&SAATCHI MACS909 McCANN ERICKSON GREY WORLDWIDE DDB ADVIS
PRINT CRAFT RESULTS SILVER BRONZE BRONZE BRONZE FINALIST FINALIST
TITLE DILEMATIC LIFE MOLTO ESSENCE RAIN BILLBOARD/ SELF DEFENSE CLASS / CAMOUFLAGE TREE AND THE CITY INVISIBLE ZZZ....ZZZ
SUBMITTING COMPANY FREELANCER OGILVY JWT JAKARTA NEO INDONESIA JWT JAKARTA FREELANCE
TITLE TALI PUSAR ESCAPE FROM BAREDOM
TITLE
GOLD
MYBODY GYN
SUBMITTING COMPANY LEO BURNETT DDB ADVIS
SUBMITTING COMPANY
PIRANHA
OGILVY
GOLD
FISH
PERWANAL SAATCHI
GOLD
GRAVEYARD ASTRAY McCANN ERICKSON
GOLD
BONE CHAIR
SILVER
LAMP CHOP/
FCB
BROCOLLI/PIZZA
LEO BURNETT
SILVER
BROCOLLI
LEO BURNETT
SILVER
LADIES ON THE TRUCK
LEO BURNETT
SILVER
TEABAG
PERWANAL SAATCHI
SILVER
DONATION BOXES
PERWANAL SAATCHI
SILVER
BAD BACK ?
McCANN ERICKSON
SILVER
FLY ATTRACTION
JWT JAKARTA
SILVER
PINK WORLD
FCB
BRONZE
PLAY AND PAUSED VERS1,2&3
LOWE
BRONZE
BONE
LEO BURNETT
BRONZE
STICKER ON WASH BASIN
McCANN ERICKSON
BRONZE
PILAR
FCB
BRONZE
BATTERY KEY CARD
HAKUHODO
FINALIST
SUPERMAN
JWT JAKARTA
FINALIST
ANYWHERE
BATES ASIA
FINALIST
RAIN
LEO BURNETT
OUTDOOR CRAFT HHHHHHHBii RESULTS GOLD
DIRECT MARKETING RESULTS BRONZE BRONZE
RESULTS
SILVER
TITLE MYBODY GYM PIRANHA CINDERELLA, COMIX, NURSERY RHYMES
SUBMITTING COMPANY OGILVY
JWT JAKARTA
FILM IDEA
INTEGRATED
RESULTS
TITLE
SUBMITTING COMPAI
GOLD
PINK WORLD
FCB
SILVER
FOREST
McCANN ERICKSON
BRONZE
BED
APPLEBOX
BRONZE
ANGEL
LOWE
BRONZE
NEWSPAPER AND USED PAPER
LOWE
BRONZE
TULANG/BELI/THE
LEO BURNETT
BRONZE
FORMULA GONE FISHING
OGILVY
BRONZE
EKSPRESI
MATARI
FINALIST
WARUNG MAKAN
APPLEBOX
FINALIST
MECHANIC
LOWE
FINALIST
KAKI BERBULU
DENTSU
FINALIST
CART
OGILVY
FILM CRAFT RESULTS
TITLE
SUBMITTING COMPANY
SILVER
TEBING
IMAGINEX
SILVER
FULL OF LIFE
RT FILM
SILVER
FREE STYLE
RT FILM
SILVER
ANGEL
KEMISTRY
BRONZE
REBORN REPUBLIC
RT FILM SQUAREBOX
BRONZE
MOTHER'S DAY
BRONZE
NUMBER ONE
25 FRAMES
BRONZE
SEKOLAHKU
25 FRAMES
BRONZE
SPRITE FLAME
OGILVY
BRONZE
KOMBI VERSI BALI, JAWA TENGAH&JAWA TIMUR
DWI SAPTA
FINALIST
BERSATU DALAM DAMAI
RT FILM
FINALIST
CAVEMAN
RT FILM
FINALIST
PINK WORLD
RT FILM
FINALIST
GOLF BUGGY
RT FILM
FINALIST
RESCUE
JWT
FINALIST
SPRITE ICE
EVOLUTION
FINALIST
PfNK WORLD
FCB
86
I
ADOI MARKETING COMMUNICATIONS MAGAZINE
RESULTS FINALIST FINALIST
TITLE INVISIBLE PINK WORLD
SUBMITTING COMPANY JWT JAKARTA FCB
INTERACTIVE RESULTS BRONZE BRONZE BRONZE FINALIST
TITLE HANGMAN CERO'S LAB MOUTH FULL LABIRIN
SUBMITTING COMPANY OGILVYONE POMATO ASIA JWT XCR
RADIO IDEA RESULTS BRONZE FINALIST FINALIST FINALIST
TITLE POTONG BEBEK BORN KESAMBER REJEKI TOPENG MONYET
SUBMITTING COMPANY LEO BURNETT LOWE LOWE DDB ADVIS
RADIO CRAFT RESULTS BRONZE FINALIST
TITLE RAPPER COLORIST RHAPSODY
SUBMITTING COMPANY PT.CABERAWIT PARIWARA JWT JAKARTA
CONTAGIOUS MAGAZINE
CASE STUDY / NOKIA / THE MATTER IN HAND /
WHEN A NEW FINNISH
FOREST AND POWER COMPANY NAMED ITSELF AFTER A LOCAL RIVER IN 1865. IT COULD NEVER HAVE IMAGINED THAT, 140 YEARS LATER. IT WOULD BE THE WORLD'S MOST VALUABLE NON-US BRAND. ACCORDING TO INTERBRAND. NOKIA, WHICH HAS A MARKET SHARE OF 33%, IS WORTH A STAGGERING &26.5BN (£15BN) AND IS ECLIPSED ONLY BY THE USUAL JUGGERNAUTS: COCA-COLA, MICROSOFT, IBM, GENERAL ELECTRIC AND INTEL IT IS SCANDINAVIA'S BIGGEST BRAND. NOTHING ELSE FROM FINLAND HAS EVER REACHED SUCH DIZZY HEIGHTS. IN FACT, FINLAND IS SO OFF MOST PEOPLE'S RADAR THAT NOKIA OFTEN GETS MISTAKEN FOR BEING JAPANESE / LUCY AITKEN EXAMINES HOW THIS ICONIC BUT OCCASION ALLY TROUBLED BRAND USES CREATIVE MARKETING SOLUTIONS TO BRING ITS TECHNOLOGY CLOSER TO CONSUMERS /
IkWl case study / nokia /
Nokia hasn't always been so successful, Even as recently as 1987, the Finnish superbrand made a disastrous and costly mistake when it acquired manufacturers of TV sets, a decision which led to it being hit by the biggest losses in its histoiy. But its fortunes soon changed under the lead ership of Jorma Ollila, the former head of the mobile phones division, who became president in 1992. During Ollila's reign ~ he steps down as chairman and CEO next year - the company has enjoyed impressive growth. Net income for 2004 was $4.3bn (£2.4bn) and the company has a 55,505-strong workforce dotted across the globe. In the third quarter of 2005 Nokia reported profits of $1.05bn (£600m), up 29% year-on-year. Sales rose to $10bn (£5.7bn), up by 18%. Yet Nokia shares were marked down on the Helsinki exchange by 2.6%, due to sales figures not meeting expectations. Sales come from two distinct revenue streams for handset manufacturers: countries where mobile phones are a relatively new technology, or multi-functional hand sets in existing markets. Today a Nokia phone can also be an FM radio or an MP3-player, a camera or cam corder, a gaming or an emailing device. Several handsets now have Bluetooth wireless technology and Nokia, with Intel, is investigating long-range wireless technologies, as well as running mobile TV trials. In short, Nokia has helped to make the mobile phone much more than a device to tell your partner that you're on the train. The trends analyst Sean Pillot de Chenecy from Captain Crikey comments: 'Your mobile is a completely integral part of your life. No one's going to commit suicide if they leave home without their iPod.' Jan Lindemann, the global managing director at Interbrand, compares Nokia's brand values to those of Volkswagen. Yet despite its success over the last decade or so, can Nokia stay one step ahead? It was late to mar ket with its clamshell phone which cost it dearly: last year its market share fell below 30% for the first time, accord ing to Gartner. What's more, newer entrants to the hand set market, such as Samsung, Sanyo and LG Mobile, are snapping at its heels. Sony Ericsson and Samsung together account for 19% of the mobile market, while Motorola's has increased to 19% thanks to the sale of 6.5 million RAZR handsets. Nokia also faces competition from the likes of Mitsubishi and Panasonic and emergent Asian brands such as OKWap in Taiwan.
new trends such as blogging as it gives the phone another purpose: sharing photos and memories via a PC connection. Through Nokia's Lifeblog software, users can download photos, videos and text messages captured on their mobile phone onto their PCs; Nokia describes it as 'the fusion of a private diary and a weblog'. Lifeblog also enables users to update or read blogs from a mobile device. Lifeblog makes the mobile phone a recorder of life's events, giving the handset more of an emotional charge. Nokia's even had its very own Lifeblogger showing off the software. Christian Lindholm, today the head of Yahoo! Global Mobile Productions division, used to work at Nokia in a similar role. His Lifeblog (www.christianlindholm.com) includes family portraits and indulges his passions: eating out and sailing. Lindholm was such a Lifeblog evangelist that he even wanted the term to become a verb. Regardless of whether 'to Lifeblog5 enters the vernac ular or not, Nokia has tapped into a trend. A survey by the GuardianlICM revealed that one third of all young surfers have either created their own website or pub lished a blog, while Perseus predicts almost 60 million hosted blogs by the end of 2005. Sean Pillot de Chenecy comments: There are 80,000 new blogs going up every day in the US. A generation is coming through that is very comfortable with new technology. This time next year, we'll be watching the minutiae of other people's lives on blogs on TV.' Nokia also developed an online game, 20Lives, where players pose as a different person out of a group of 20 fic tional characters every day. (www.nokia.com/20lives). Launched in September, players see the world through the eyes of their characters, engage with their friends and family, make decisions and do their jobs. Based on their choices the players fail or succeed, and winners pick up prizes related to the 20 characters, such as a helicopter ride or a spa weekend. Played in 21 countries across Europe, the game employs video-streaming, SMS, voice and email messages. The Finnish brand bills the game as 'a refreshing new way of connecting people with Nokia products'.
If Nokia wants to stay popular, says Lindemann, its brand needs some attention: 'Nokia is not a cool brand. They really need to inject some funk and life into it.'
Meanwhile, Nokia's Culture of Mobility online forum (www.culture.nokia.com) encourages reflection about the impact of technology and design on people's lives. Jason Paris, Nokia's senior marketing manager, EMEA, says: 'It's not just about selling someone a handset anymore, it's about finding out what they want to do. We're not trying to put people in a box and say "this is the phone for you'V
Human Technology Mobile phones are such a part of everyday life that handset brands are eager to make them even more rel evant, That's why Nokia has whole-heartedly embraced
Product Range Nokia invests heavily in finding out what people want to do on their handsets - 37% of its workforce is devoted to R&D - so the products themselves can create a buzz
NOKIA 8800 /
••••••a
NOKIA FASHION /
"Your mobile is a completely integral part of your life. No one's going to commit suicide if they leave home without their iPod."
SEE NOW / JIANCHENG OONG /
SEE NOW / NICK WAPLINGTON /
case study / nokia / around the brand. There's a strong focus on what Paris dubs 'the hero products', so just as BMW pushes its 8series, Nokia's current focus is the N-series, a sub-brand. The N-series includes handsets iike the N90, a high qual足 ity camera- and camcorder-phone, it's the first Nokia handset to boast Car! Zeiss optics. Innovation keeps the Nokia product range fresh. Recent releases include three executive handsets for CrackBerry addicts, while Nokia's luxury Vertu phone, for kings of bling, is now available in a Motorsport model for boys (a snip at $5,520), a white edition, and a pink one for girls. The latter comes with 'exclusive concierge partnerships' with restaurants, bars and spas, so your beloved Chardonnay (that's the footballers wife, not the wine) can order a French pedicure, a Caesar salad and a vodka and tonic, and not risk chipping a nail in the process. In September, it released the N-Gage GD silver edition, the third incarnation of its device combining a phone with a gaming machine. Since launching the first N-Gage model in 2003, Nokia has shipped 2.5 million decks. Yet the N-Gage brand had a poor selection of games and a clumsy design at launch, and has been dogged by image problems since. Today, it is far from alone in the portable gaming sector, squaring up to Sony's PSP model which also allows users to watch movies and listen to music. A question mark hangs over whether Nokia can really make a splash in a sector so dominated by well-established brands. Nintendo, for instance, has historically owned about 94% of the portable games consoles market and has sold over five million Gameboy DS devices in under a year. And when Sony's PSP launched in the UK in September, 185,000 flew off the shelves in one weekend.
Music In 2004, Nokia sold more than 10 million mobile phones with an integrated digital music player. In 2005, it expects to quadruple that number. To reflect this, it has launched the Xpress Music brand to give its music-enabled phones instant recognition. Nokia's 3520 has just been redesigned to hold 750 tunes. Its next big launch is the N91, nick-named the 'iPod Killer, in 2006, With Wi-Fi, a high-speed USB connection and a 4GB hard drive that can hold 1000 songs, early reviews have complained that this 3G Symbian handset is clunky, but there's no doubt that it could exterminate the competition on size alone. Singing the N91's file-sharing virtues, Anssi Vanjoki, head of Nokia's multimedia group, recently told Wired magazine: This is not a mobile phone, it is a computer.' Comparable music-phones on the market are Sony Ericsson's W800 Walkman, which can carry 125 tunes and its W900i, which can hold up to 2GB of music. The Motorola ROKR stores just 100 tunes, and is being billed
as an addition to, rather than a replacement of, the iPod. To give N91 users a sense of belonging to an exclu足 sive club, Naked Communications has helped Nokia to partner independent record stores. Across the globe a selection of stores will each recommend 20 new tracks every month. Nokia will then email N91 owners with a personalised recommendation list and a 30-second clip of each tune. 'Nokia is not going to sell music,' explains Geoff Gray, a director at Naked. 'We're just trying to make it easier for people to keep up. We think this will particularly appeal to over 25s who don't know what music to buy anymore.' Nokia's Paris adds: The download wars are out of our game. We're just trying to provide products to consumers that they can download; it's the operators and networks which are doing the content deals.' Photography As well as being the world's largest MP3 player manufacturer, Nokia also provides the most cameras. Once associated with fuzzy, barely recognizable blurs, the picture quality from Nokia phones is constantly improving, particularly now that the N90 boasts super-sharp Zeiss optics. A press campaign cover-mounted a photo taken with the N90, but to create more excitement around the launch Nokia worked with Naked to create a global mobile photography exhibition entitled See New, Five photographers, including Juergen Teller and Nick Waplington, took photos with the N90 and exhibited them at the seenew.com website to inspire entries. The prize for the best amateur photographers was assisting one of the professionals on a commercial shoot. Naked's Gray says: The pictures taken by this phone are easily good enough quality to hang in a gallery, and See New is designed to put across the message that if you like taking photographs, this phone is for you.' Nokia also made a splash with a viral campaign shot with the phone. Created by the Swedish agency Farfar (www.farfar.se), the virals ably demonstrate the handset's camcorder function. Sponsorship Nokia has made no secret of its desire to build credibil足 ity among a youth audience. Sponsorship deals, most notably the popular UK talent show The X Factor on the mainstream ITV 1 channel, form a key part of this strat足 egy. Its ambition to be a front-of-mind brand for the youth audience runs right through Nokia's association with events such as Live 8, fashion fest The Clothes Show Live, The Prince's Trust Urban Music Festival, and Nokia Pro, a women's surfing tournament. Andrew Topham, the event director at Sportsvision,
X FACTOR SPONSORSHIP /
N-GAGE /
In 2004, Nokia sold more than IO million mobile p]tiones with an integratedIdligfila][ music p][aver. In 200.5.*.it ex]pedis to quadruple that number.
s
RAW / NOKIA CAMPER /
model, while the 7610 handset enjoyed a 30°/o sales lift. Jason Paris reflects: 'It's a great media channel and volume driver. We had been looking for something in 2004 that would give us a greater share of voice and we happened to be in the right place at the right time.'
which handles the Nokia Pro sponsorship, reflects on the appeal of sports: 'Brands want to align themselves with beautiful people and beautiful locations, not to mention benefiting from stacks of media coverage.1 UK charity The Prince's Trust recognised that, without help from Nokia, its festival in April could not have taken place, At the event, the likes of Will Smith, Estelle and Craig David played to a 16,000-strong audience and Nokia created an interactive urban zone where guests could look at new phones and play games on the new NGage GD. The same idea is incorporated into Nokia's Clothes Show Live sponsorship where guests can play games and listen to music through handsets. Nokia is no stranger to the fashion world. It launched its Fashion Collection phones over lunch at Claridges during London Fashion Week in 2004. Nokia was keen to establish its design credentials, and what better way to attract publicity than being photographed in the hand of Naomi Campbell or Stella McCartney, both of whom were given handsets. It is raising its game in 2006 with the L' Amour Collection which targets fashionistas. The three handsets combine 'warm' and 5cooF design - in other words a feminine, leather-look, floral motif - with sleek functionality. Jason Paris insists that Nokia is receiving 'excellent feedback' from certain sponsorships, particularly the Nokia Raw Tour, a series of 180 gigs across the UK ear lier this year which showcased new artists. 'It's been a new and interesting experience for us', says Paris. The youth market will be buying our phones for the next 50 years, so we need to make sure that we are putting our handsets in front of them.' As well as giving consumers the chance to interact with the handsets, Nokia spiced up its sponsorships with some playful touches. At its music events it offered guitar lessons and the chance for consumers to play on stage. To maintain the connection back to the brand, it also took pictures of people performing with the handset. Paris com ments: 'We want to add value, but not in a cheesy way. We want to do things that fit in with our brand.' The X Factor tie-in has also worked hard for the brand. Organised through SponsorCom, part of Nokia's media agency MediaCom, the show promoted five new models for Nokia in 2004, The programme, which attracted up to 8,6 million viewers, helped to double sales of the 5140
Nokia extended the relationship beyond sponsorship idents topping and tailing the show: it was involved with The X Factor's online presence (www.itv.com/xfactor) which linked through to a microsite. It also created instore promotions with retail outlets and organised com petitions for customers where they could win tickets for the show, tour behind the scenes, and meet the judges and contestants. Dominic Burns, the head of sponsorship at FremantieMedia, the production company behind The X Factor, adds: 'Although the show delivers a mass market audience, it is hugely efficient in targeting young people. It involves the audience emotionally, not just during the arc of the show but also through the viewers1 direct influence in voting for contestants.' Nokia also encourages participation from a youth audi ence through its support for MTV's starzine (starzine.mtv.co.uk). This online magazine collects contri butions by consumers, including photos taken by their camera-phones. These actions position Nokia at the heart of the rapidly rising trend toward consumer-generated content, or 'citizen media'. Mobile TV Determined to be at the forefront of any mobile revolu tion, Nokia is currently investigating the potential for mobile TV. It is seeking to create new 'prime-time moments' where it hopes viewers will seize on an oppor tunity to watch TV, such as during their commute to work, a lunch-hour or coffee-break. Neil Mawston, associate director at Strategy Analytics, thinks that this approach has real potential. 'People already watch several hours of TV ail around the planet: fixed home TV use is anywhere between one and five hours every day. If you extend that by just 1%, so people are watching between one and five minutes of mobile TV per day, it's not something to be sniffed at.' In September Nokia started the UK's first multi-channel mobile TV trial in Oxford with mobile operator 02 and Arqiva (previously NTL Broadcast). 16 channels were offered to 400 02 customers with 3G-enabled phones. Participants could access BBC and ITV channels, Channel 4 and Five, alongside content from the likes of MTV, CNN, Discovery and Eurosport. Crucially, the trial will also provide insight into how much consumers want to pay for this service, Paris mentions that Oxford follows a Helsinki-based trial where early indicators were positive and speculates that mobile TV will be a big part of Nokia's future. The potential is definitely there:
were positive and speculates that mobile TV will be a big part of Nokia's future. The potential is definitely there: according to Strategy Analytics there will be 51 million mobile TV viewers worldwide by 2009 and, by 2015, half a billion TV-enabled handsets will have been sold. Future Vision There's hope for Nokia that mobile TV might provide the push that 3G so desperately needs to get it off the ground in the UK. To date, it's been something of a damp squib which has neither lived up to its extensive hype nor come close to justifying the £23bn investment that 3G licences required from mobile operators. Only 3 has made any sig nificant impact so far, although in territories which are more developed in mobile technology, such as South Korea, 3G has become a much bigger hit. Nokia is investing heavily in 3G services in Asia. At its new development centre in Taipei, it is focusing on con tent and application for Chinese-speaking users. Nokia's brand is well-liked in Asia. A survey by Synovate revealed that 59% of young Asians cite it as their favourite mobile phone brand. If it can leverage this brand equity and become an even bigger player in China, the business potential is immense. Yet competition is intensifying. Just as handset manufac turers have been busy reinventing their products, so has Apple. In addition to the Motorola ROKR, Apple has unveiled a video iPod in the US and has hooked up with Disney to offer ad-free episodes of popular TV shows such as Desperate Housewives and Lost for $1.99 on iTunes. Like Apple and a host of other global brands, Nokia faces the conundrum of how to balance global marketing efforts with local initiatives. It underwent global brand revitalization earlier this year, and placed more emphasis on its 'con necting people' slogan. That slogan, devised in 1992, is instantly recognizable as Nokia and manifests itself in many forms, such as the two hands touching on handsets. Yet how does it help Nokia stand out in the way that Motorola's 'Hello Moto' does? Isn't every communications company in the business of connecting people? Nokia must translate that slogan into reality, according to Interbrand's Lindemann. 'It's difficult for a market leader to increase its share, but Nokia needs to build a more emotional brand.' Yet the brand futurist and Contagious columnist Martin Lindstrom believes that there's something about Nokia's handsets, as opposed to anything distinctive about its brand, which keeps consumers coming back. In his book BRAND sense, he writes: 'Nokia users return to the brand because people like the familiar... As Nokia customers repurchase the brand again and again, this creates an ever greater loyalty that no brand campaign can create.'
CHALLENGE / NOKIA'S MARKET SHARE HAD DIPPED BELOW 30% AND IT HAD ATTRACTED CRITICISM FOR NOT BEING QUICKER TO DESIGN A CLAM-SHELL PHONE IN ONE OF THE WORLD'S MOST COMPETITIVE SECTORS, WHERE THERE ARE CONSTANT NEW ENTRANTS TO MARKET, ACHIEVING CUT-THROUGH VIA NEW AND RELEVANT PRODUCTS AND CREATIVE MARKETING EFFORTS IS VITAL / SOLUTION / NOKIA HAS TARGETED A YOUTH AUDIENCE THROUGH SPONSORING MUSIC AND SPORT EVENTS, AS WELL AS RATINGS-MAGNETS SUCH AS THE UK'S THE X-FACTOR. HIGH QUALITY CAMERA- AND MUSIC-PHONES HAVE ALLOWED IT TO TAKE A MORE CREATIVE ROUTE WITH EVENT SPONSORSHIPS AND A PHOTOGRAPHY COMPETITION, WHILE MORE PLAYFUL INITIATIVES SUCH AS 20LIVES HAVE SHOWN THAT NOKIA HAS A FUN SIDE, AS WELL AS PUSHING ITS TECHNOLOGICAL PROWESS. NOKIA HAS ALSO HELPED TO BRING TECHNOLOGY CLOSER TO ITS AUDIENCE BY USING IT FOR ITS OWN MARKETING CAMPAIGNS, FOR INSTANCE USING THE CAMCORDER FUNCTION ON THE N90 PHONE TO SHOOT VIRAL ADS / RESULT / NOKIA IS THE WORLD'S BIGGEST MANUFACTURER OF MP3 PLAYERS AND CAMERAS AND, THROUGH EXTENSIVE R&D IT IS PROVIDING MORE FUNCTIONALITY TO ITS PHONES. AS WELL AS MAINTAINING A MAINSTREAM MARKETING PRESENCE, IT HAS INVESTIGATED OTHER ROUTES TO MARKET. ITS SPONSORSHIPS APPEAR TO BE WORKING WELL: ONE NOKIA HANDSET DOUBLED ITS SALES DURING THE FIRST SPONSORSHIP OF THE X FACTOR IN 2004. NOKIA HAS MADE IMPRESSIVE STRIDES IN MOBILE TV AND IS WELL POISED TO HAVE FIRST-MOVER ADVANTAGE. ANALYSTS ARE IN NO DOUBT THAT NOKIA IS HERE TO STAY, BUT IT WILL HAVE TO STAY ONE STEP AHEAD TO MAINTAIN ITS MARKET LEAD /
AtuiuoDe!paiundoqijuaz©p|BJa6
ADU96B Bjpaoi
DipdLuiidowudZ
aq;