Issue 226 by Sledgehammer Communications (M) Sdn Bhd

www.marketingmagazine.com.my

ISSUE 226 END-AUG2018

REPRISE TRIO EAGER TO REVOLUTIONISE WORLD

STANLEY CLEMENT

MANAGING DIRECTOR

ANWER KHAN

VICE PRESIDENT, STRATEGY & INTEGRATION

DARREN YUEN

GROUP MANAGING DIRECTOR

ISSN 1985-5575

00226 9 771985

557001

KDN NO. PP15776/03/2013 (033405) RM3.50

“IF YOU WANT TO WIN THE HEARTS OF NANDO’S, DOMINO’S, CALPIS, OOKYO, UNIFI, REDONE OR MALAYSIA AIRLINES WITH YOUR IDEAS, DON’T GO FAR.” LOG ON TO MC2AWARDS.COM

ISSUE226END-AUG2018

Award: GOLD

Category: Best Media Solution – Experiential Campaign: Ayam Goreng McD Client: McDonald’s CHALLENGE How to keep the success crunching on for McDonald’s to become Malaysia’s top fried chicken choice?

ASTRO CELEBRA WINNING PARTNE AT SPARK AWARD SOLUTION Astro held the advantage by being the main platform for Malay comedy shows. Astro leveraged on the humour by using Malaysia’s wellknown laughter generators ‘Sepahtu’ to create different yet relatable consumption occasions to show Malaysians can all share Ayam Goreng McD together. RESULTS McDonald’s set new a sales record achieving the highest monthly sales ever in history during their promotion month.

Award: GOLD

Category: Best Media Solution – TV/Online Video Campaign: My Coffee Prince Integration Client: NIVEA CHALLENGE NIVEA was trying to break away from superficial fairness and wanted to place emphasis on both outer and inner radiance giving women real confidence.

SOLUTION Astro launched its first-ever adaption of a Korean drama with the Malay audiences’ fondness for K-dramas in mind. With Korean drama ‘Coffee Prince’ and associating the passion of beauty products among Koreans, MY Coffee Prince was a good match for integration into the campaign. RESULTS Immediately after MY Coffee Prince went on air, NIVEA took over the #1 position in major retail outlets (Retailer T).

Award: GOLD

Category: Best Launch/ Re-launch by a Media Owner Campaign: Kosong Kosong Dari Hati Client: Astro Malaysia CHALLENGE Attaining high viewership numbers during the Syawal period is extremely important for Astro to boost revenue. Thus, the need arose to excite viewers to consistently choose to watch Astro during the festive period.

SOLUTION Introduced ‘Raya HD’, a free channel for every Astro subscriber that simultaneously broadcasted 260 top-rated programmes chosen from all Astro Malay channels and aired exclusively for the whole month of Syawal. RESULTS Total viewership for Astro increased significantly by 9.1% during Raya 2017 compared to 2016.

ATES NERSHIPS DS 2018

ISSUE226END-AUG2018

ASTRO WINNING PARTNERSHIP SERIES

This is what winning partnerships are all about! Astro’s collaborative work with marketers culminated in a spectacular night of glory for Astro TV when their team and partners bedazzled the crowd at the recent glittery Spark Awards for Media Excellence in Singapore. Together with Beiersdorf, McDonald’s, Fonterra, P&G and OMD Malaysia, the team scooped up 8 awards comprising 2 Gold, 3 Silver and 2 Bronze! These regional victories exemplify Astro’s ongoing obsession with innovative solutions to address ever-demanding market challenges. The winning of Silver for Best Content Team and Bronze for Best Collaboration between Media Owner & Agency with OMD Malaysia, added razzmatazz to the celebration as champagne met campaigns.

Award: SILVER

Category: Best Campaign by a Media Owner Campaign: Sehalus Venus Client: Procter & Gamble CHALLENGE Shaving is often a taboo subject and many refrain from speaking openly. Malay women often feel embarrassed to discuss it and would rather practice in silence, instead of sharing their experience.

Award: SILVER

Category: Best Media Solution – Digital Campaign: Hi Mummy Jihan Client: Anmum Materna

Award: BRONZE

Category: Best Media Solution – Content Amplification Campaign: #WeAre More Client: Anlene of Fonterra Brands (M) Sdn Bhd

SOLUTION Astro identified six influencers to carry the #WeAreMore narrative through stories captured in digital video formats showcasing #Morethan just their careers, age and looks.

CHALLENGE The task was to elevate Top-of-Mind score amongst young adults, change their perceptions and encourage daily consumption of Anlene as a nutritious intake to support life in their prime.

RESULTS Internal Sales Uplift (Nov-Jan’18) recorded +24% vs 3 months before the campaign. Uplift in Anlene sales were seen more amongst younger consumers.

CHALLENGE Anmum Materna wanted to promote awareness of being the first prenatal milk with “no added sugar” and essential nutrients for pregnant mums to support baby’s growth and development.

SOLUTION Astro appointed Malaysian gymnast, Farah Ann to front the campaign as she is well received by the target audience across all segments with minimal risk of push back. Astro pursued efforts to educate consumers through a series of digital capsules featuring Farah Ann to debunk the myth about shaving. RESULTS Sales surged by 66% within the first 3 months of the campaign period. The total female razor category recorded double digit growth of 16% within 6 months.

SOLUTION Tapping into ASTRO’s vast talent pool and strong digital sites, an unscripted vlog series was produced, documenting Jihan and her husband’s journey in providing the proper nutrients for their baby’s development with Anmum Materna by their side. RESULTS Within Jan to Mar 2018, Anmum Materna’s market share increased from 64.1% to 65.7% compared to same period last year. The brand achieved 12.5% internal sales volume growth within the campaign period too.

ISSUE226END-AUG2018

RADIO STARS

From left: JOANNE GAN PEK HUA Assistant Brand Manager, Chuan Sin Sdn Bhd (subsidiary of Spritzer Bhd) JOCELYN MAH General Manager Sales, Astro Radio HARMINDER SINGH Group General Manager Sales, Astro Radio DATUK JAKE ABDULLAH Chief Executive Officer, Astro Radio WENDY YAW General Manager Sales, Astro Radio SANTHARUBAN T. SUNDARAM Vice President, Marketing, Etika ABDUL RASHID MUSA VP of Sales & Marketing, Proton SIMON FOO Country Manager, Sony Pictures

PEOPLE. BRANDS. CONTENT. AND WINNING PARTNERSHIPS… For the second year running, it was a clean sweep for Astro Radio in the “Best Media Solution (Radio)” category at The Spark Awards in Singapore on 17 August 2018. Bagging Gold, Silver and Bronze in the Radio category reinforced Astro Radio’s position as a leading regional radio content powerhouse. It was also awarded two Bronze trophies for the “Best Media Solution (TV/Online Video)” and “Best Event by a Media Owner” categories, which clearly demonstrates its cross-platform capabilities.

ISSUE226END-AUG2018

HOW ASTRO RADIO AND ITS PARTNERS SWEPT UP 5 SPARK AWARDS 1

DATUK JAKE ABDULLAH CEO – ASTRO RADIO

1 HITZ JUMANJI VR CHALLENGE CLIENT: SONY PICTURES GOLD IN THE BEST MEDIA SOLUTION (RADIO) OBJECTIVE Sony Pictures needed to find a way to market their original film Jumanji: Welcome to the Jungle. SOLUTION Astro Radio utilised a gaming platform that gains fast traction amongst gamers: VR (Virtual Reality). HITZ embarked on a campaign where fans were invited to take part in a co-op VR gaming challenge. The winning team walked away with a Sony Playstation 4 gaming console and passes to watch the movie.

RADIO STARS

“THE POWER OF MARKETING IS WHEN BRANDS COME TOGETHER TO CREATE MAGIC”

OUTCOME Jumanji: Welcome to the Jungle was a roaring success locally, proven by the fact that it grossed RM57,382,497 in the Malaysian box office, making it the highest-grossing film in Malaysia of 2017. 2 ERA & HITZ WONDA SALES SUPERSTAR CLIENT: ETIKA SILVER IN THE BEST MEDIA SOLUTION (RADIO) OBJECTIVE Wonda Coffee wanted to create a brand story that provided a course of action that led to increased sales. SOLUTION Etika worked with Astro Radio to come up with the Wonda Sales Superstar campaign that ran across ERA and HITZ targeting mass youth. OUTCOME In just 5 days, ERA and HITZ sold over 8,500 cans of Wonda Coffee and gave away over 4,000 movie passes at 30 Petronas petrol stations. On radio, the Wonda Sales Superstar campaign reached over 3.9 million Malaysians. 3 BE MY STAR 2.0 CLIENT: MOMAWATER BRONZE IN THE BEST MEDIA SOLUTION (RADIO) OBJECTIVE MOMAwater, an East Malaysian bottled water brand, wanted to run a campaign that would appeal to a young target market.

SOLUTION Astro Radio focused on giving the younger audience a platform where they could be the best version of themselves. This is how the MY Be My Star campaign came about, i.e. a talent search where the winner was offered a contract with MY as well as a cash prize and a trip to Japan. The MY Be My Star talent search ran on a high frequency radio campaign with an average of 3 campaign hits an hour between 6am to 12pm daily for 5 weeks. Astro Radio also inserted MOMA into one of the challenges in which contestants had to imagine that they were the spokesperson for the brand and create a promo video for it. OUTCOME An estimated 207,000 MY fans heard the campaign an average of 16.2 times each during the campaign period. This reach was further extended to audiences in Sabah and Sarawak. 4 LOST WITHOUT YOU CLIENT: SPRITZER (BON RICA) BRONZE IN THE BEST MEDIA SOLUTION (TV/ ONLINE VIDEO) OBJECTIVE Spritzer was looking to build product and brand awareness for their health beverage Bon Rica in an impactful and engaging way. Seeing its target audience was similar to MY’s fan base, the pair made a

perfect fit. SOLUTION Astro Radio tailored a bespoke web series using celebrity MY announcers to champion the health beverage. MY’s “Lost Without You” web series incorporated a interactive storyline where the audience was prompted to guess what happens to the characters in the next episode. Bon Rica bottles were cleverly woven into the storyline of the web series. OUTCOME According to a survey, an estimated 3.52 million MY fans were exposed to the campaign on radio an average of 66 times each. On Facebook, the campaign reached over 8.4 million people and received over 66,000 engagements. The 15-episode web series garnered over 2.4 million views across YouTube 5 and Facebook. TEROKA RAYA PROTON CLIENT: PROTON BRONZE IN THE BEST EVENT BY A MEDIA OWNER

OBJECTIVE Leading up to the Ramadhan-Raya festive period, Proton tends to receive a higher number of visitors at their showrooms. Proton wanted to find an effective way to keep visitors engaged with its brand at service centres while creating positive conversations around

Proton, in line with its branding campaign “”Cuba Dulu, Baru Tahu”” (You won’t know until you’ve tried). SOLUTION The campaign featured HITZ announcer Jay - an American who just moved to Malaysia - experiencing a Malaysian Ramadhan-Raya for the first time with the help of Jaa from ERA. Proton’s product was seamlessly incorporated into the content as Jaa drove a Proton car back to his hometown. OUTCOME Over 18 million Malaysians tuned in on radio to follow Jay and Jaa’s exploits across ERA, HITZ and SINAR, with over 4.3 million watching the duo on popular talkshow segments Meletop, Motif Viral, H!Live, CCTV, as well as news channel Astro Awani. On Facebook, the campaign reached 6.8 million users and the events held at the Proton showrooms saw an encouraging turnout, with crowds reaching up to 150 visitors per venue, with a significant increase in the rate of on-location test drives. Sales for Proton cars peaked significantly and interest in their new car models grew throughout the campaign period.

ISSUE 226/// END-AUG2018 COVER STORY

YOUNG DIRECTOR

ENERGISING BRANDS IS AN INFECTIOUS WAY TO SUCCEED

INTRODUCING KANCIL 666 YOUNG DIRECTORS CHALLENGE WINNER CHEVIE LAW MARKETING Magazine met up Kancil 666 Young Directors Challenge winner, the talented Chevie Law, to dig deeper into her winning film “In Memories”. We would also like to note... INFLUENCER MARKETING

EVENTS CALENDAR

24 SEPTEMBER

MARKETING LEADERSHIP SERIES: BRAND PLANNING WORKSHOP 24 SEPTEMBER

MARKETING LEADERSHIP SERIES: LINKEDIN STORY TELLING WORKSHOP

5 OCTOBER

MALAYSIAN CMO CONFERENCE 26 OCTOBER

DRAGONS OF MALAYSIA & ASIA AWARDS 16 NOVEMBER

CMO AWARDS NIGHT 7 DECEMBER

MC2 AWARDS - IDEAS OASIS Regional CEO Professor Harmandar Singh ham@adoimagazine.com Content Officer Reena Sekaran reena@adoimagazine.com Business Development Manager Jarrod Sunil Solomon jarrod@adoimagazine.com Art Director / Designer Chemical Ali ali@adoimagazine.com Senior Designer FY Tham wai@adoimagazine.com Events & Workshops Ruby Lim ruby@adoimagazine.com Web & Digital: Nurul Amira Ibrahim

ASTRO'S WINNING PARTNERSHIP SERIES

EDITOR’S NOTE

amira@adoimagazine.com Photography & Digital Imaging DL Studio No 7, Jalan PJU 3/50, Sunway Damansara 47810 Petaling Jaya, Selangor D.E. Malaysia Tel +603 7880 6380 / 6386, Email: studiodl@pd.jaring.my Roving Photographer: Mccain Goh Contributors: Alvin Teoh, Edward Ong

Printer: Cetakrapi Sdn Bhd 22, Jalan Kepong, Taman Sri Ehsan, 52100 Kuala Lumpur Distribution: Spear Millennium Distribution Sdn Bhd E-1-5, Apartment AC4, Taman Sri Sentosa, Batu 6, Jalan Kelang Lama, 58000 Kuala Lumpur MPH Distributors Sdn Bhd (5048-A) Ground Floor Warehouse, Bangunan TH No. 5, Jalan Bersatu, Section 13/4 46200 Petaling Jaya Selangor Darul Ehsan, Malaysia MARKETING magazine is published 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.marketingmagazine.com.my © All Rights Reserved By: Sledgehammer Communications (M) Sdn Bhd (289967-W) 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, omissions and/ or for any consequences of reliance upon 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.

MARKETING magazine in now available in over 200 selected bookstores across the Klang Valley.

It was truly a historic day for hip hop in Malaysia. Two celebrations coincided, Tune Talk’s 9th anniversary and hip hop’s 45th celebration at Malaysia’s biggest hip hop concert...

VIU OFFERS A UNIQUE MIX OF TRADITIONAL AND DIGITAL OPPORTUNITIES TO ADVERTISERS

ASTRO CELEBRATES REGIONAL AWARD VICTORIES This is what winning partnerships are all about! Astro’s collaborative work with marketers culminated in a spectacular night of glory for Astro TV when their team and partners bedazzled the crowd at the recent glittery Spark Awards for Media Excellence in Singapore. Together with Beiersdorf, McDonald’s, Fonterra, P&G and OMD Malaysia, the team scooped...

ROCKETFUEL 16 BARIS CONCERT 2018, MALAYSIA’S BIGGEST HIP HOP CONCERT

Viu’s recent partnership with Media Prima has provided an opportunity for brands to advertise on all platforms, such as the digital OTT space, and traditional media through television, radio and newspapers. This digital to offline advertising is a one-of-akind opportunity and provides a 360-degree exposure for...

DIGITAL STREAMING

02 MALAYSIA’S HIGHEST GROSSING FILM IS A LESSON IN VIRALITY There may be some learnings for marketers with the latest box office sensation to sweep Malaysia: Hantu Kak Limah. Produced by Infinitus Entertainment and Astro Shaw, the film is the fourth one set in the fictional village of Kampung Pisang and is the third offering...

OUTDOOR MEDIA

FRESH NEW FACE OF OUTDOOR IS DATA... Angie has as much skin in the game as the rest of the industry, citing the OOH industry as a high-cost venture that deserves better and more sophisticated marketing strategies to fit the times. “We are the only Malaysian company who’s a member of the Global Outdoor Association with access to media owners globally and many collaborations. Our alliances cover China, India, Thailand, Vietnam, Philippines, Singapore, Indonesia and Japan.” While it seems scary Google may match web browsing data with the ads displayed on billboards, the possibility has not escaped the prying minds of marketers. Privacy concerns mean Google’s unlikely to be able to target out-of-home ads at individuals, but it can pull demographic data on what...

17 CREATIVE SURGE

12 18 IDEAS: THE HOTEL EQUATORIAL SHANGHAI STORY “Hotel Equatorial just opened a branch in China!” exclaimed the suit.” And we were like, “Ok, that’s great,” said Dharma Somasundram, then a copywriter at DY&R, the agency handling advertising duties for said hotel. Until we realised that was the brief. The suit didn’t have further information about the new hotel apart from the fact there’s a structure in Shanghai with presumably a decent number of empty rooms and a large sign that read ‘Hotel Equatorial’, or its Mandarin equivalent.Challenge Dharma had about 4 years copywriting experience at the time. Even then, she knew that a creative brief...

A MINIMALIST work space greets visitors and a creative vibe is felt instantaneously when walking into the open office area. The uniform: T-shirt, jeans and plenty of character. The motivation: To be bold, brave and fearless.

ISSUE226END-AUG2018

COVER STORY

ENERGISING BRANDS IS AN INFECTIOUS WAY TO SUCCEED

FROM LEFT: Stanley Clement – Managing Director, Darren Yuen – Group Managing Director, Anwer Khan – Vice President, Strategy & Integration

Reprise is a brand that needs no introduction. The digital marketing agency just got stronger after IPG Mediabrands rolled its agencies Society and Anisible under the Reprise banner – a move that makes plenty of sense given the current landscape. IPG Mediabrands chairman and chief executive officer Philippe Krakowsky was recently reported as saying the relaunch of Reprise will allow the company to harness the expertise of three of its leading specialist agencies –Ansible, Society and Reprise– to deliver a full spectrum of performance media capabilities that is united by a connected strategy. As a full-service performance company, Reprise is breaking new ground on how digital marketing is monetised with innovative buys that help create meaningul brand interactions into full blown sticky campaigns. TNB’s recent “Rumah Epik Fantastik” raya campaign is a case on point that effectively demonstrates the bridge between technology, creative content and

performance media capabilities that weave a connected strategy. Reprise, being a non-4As agency, hogged the spotlight recently by winning the prestigious Golden Kancil award for its KFC campaign “The Other Sanders”. The campaign drove home a strong message in commemorating International Women’s Day by promoting Claudia Sanders, wife of KFC founder Colonel Sanders who played a vital role for the brand to become a global icon. Reprise also won two Gold, two Silver, one Bronze and five Merit awards en route to becoming the second most awarded agency at the Kancil Awards 2018. But the team behind Reprise is far from repeating passages of its own music – as its name suggests. The talented folk within the company constantly challenge themselves to create new outof-the-box elements that push boundaries at every level. Those who know Reprise group managing director Darren Yuen and managing director of

creative content Stanley Clement, describe them as fun, easy-going and living in a comic cosmic. The duo, however, showcased their other side – as thinkers and rightful thought leaders of their industry – during a recent chat at their office at Wisma LYL in Petaling Jaya. “It’s not easy. We often do things out of the box, but everything is calculated and presented to the clients in a language they understand … when we are on the same page, we then embark on fruitful conversations,” said Darren, who turns 42 soon. “Yes, the decision makers are often from a certain age group. But we don’t tell our clients what we think is right. We let the data we have compiled speak for itself. Every move we make is justified through data.” He calles the journey “enlightening” as clients will never turn away new ideas if they see their potential backed with data. “Clients want to know how best a campaign can work to their advantage and how it will increase revenue. The data we have and

the campaigns we strategise meet their demands. Now with Society and Ansible under Reprise, there will be a holistic view and seamless approach on how we do things.” Darren said the convergence landscape must happen as many outfits work in silos. Stanley loosely called the convergence as a “one-stop centre” concept. “That was what advertising firms were in the past. They did everything. Over the years, branches were created ... different people played different roles but given the advancement of technology and with plenty of data, there is a need for a holistic approach and doing so is to converge all entities into one,” said Stanley, who turns 41 this year. He insists mass appeal will never die but that conversations must be held at every level to ensure continuity. “You can throw a rock into the water and it creates a big splash. And then what? There must be some form of continuity.

“If you’re selling jeans, you need to create conversations about the jeans. And then you need to create conversations about the different labels you have. Which cut will suit which individual is based on the data compiled. For example if you are a rider, you would prefer the boot cut for obvious reasons. It’s more comfortable when you’re seated on the bike,” explained Stanley who rides a Harley Davidson Road King. “And the data we get is also about conversations that are happening right now to keep us on top of the game and relevant.” Darren, however, was quick to add that the advertising scene today is different in many ways from decades ago. “Then it was linear. Today it is agile … it’s 24 hours prime time.” Stanley added there should be a balance between getting the consumer’s attention and educating him or her about campaigns. “The attention span has dropped. It’s all about mobile now and you have to create an

ISSUE226END-AUG2018

COVER STORY

impression within the first three seconds. If you don’t, then you’ll be at the losing end. “Once you get someone’s attention, you then proceed by informing him or her more about the campaign or product.” “I’m not sure if this is the best example but look, if you’re going to start a conversation with someone about economics or how to save the world, they would just say ‘What the ...’ But if you start with something light and

then engage in a more educated conversation, then that will win their attention. So you can have slapstick and quality content in one go if it fits.” Darren quickly added the slapstick approach may not be all bad. “Look at it in detail and you will find valuable messages or insights. It may be presented in a funny or humorous manner but there’s often a powerful hidden message.”

REPRISE EAGER TO RAISE THE BAR Long drives clear his mind, says Anwer...

answers and putting them on the table is good for everyone.”

And it is with such clarity that Anwer Khan is able to foresee what works best for Reprise, its clients and the industry as a whole.

“We are pushing the bar up for everyone. It’s a good thing for the industry.”

IPG Mediabrands recently rolled its agencies – Society and Anisible – under the Reprise banner. The company is eager to be bold, brave and fearless. To Anwer, the motto should not be misconstrued as arrogance but serves as motivation to push the standards within the industry. “This company has a lot of potential,” said Anwer, who is Reprise vice-president (strategy and integration). “People are still trying to understand us but we are on the move and they are taking notice of us. They are now also seeing us in the market and noticing our work too.” Anwer, who is from India, said Reprise winning the Golden Kancil award recently has created a “foray in the market”. “And by us taking on some big clients recently, it shows the market that we should be taken seriously.”

Reprise Exco - Bonded by culture and specialists in their fields

Anwer, having invested his time in Information Technology (IT) and investment banking, has come a long way to becoming a key member at Reprise. And he is glad with the move of placing Ansible and Society under the Reprise brand. “When this concept was sold to me, I knew it would fly.” “Now we see a lot of mingling within. The talents are sitting together, brainstorming together. All those minds when together on the same floor … obviously we will get the results much to the client’s interest.” The car freak would like to embark on another long drive. “Back in India, I was working on a multimillion dollar pitch. It was 4am and I finally finished my work. I gathered some friends, we got into the car and drove from Delhi to Goa. That’s some 4,800km up and down.

Anwer added that if Reprise was doing certain solutions for the market, it created an opportunity for others to take the same step.

“There was once that I thought of driving from Kuala Lumpur to Ipoh. I then made my way to Penang but went beyond and only stopped in Kangar (Perlis). These long drives are great to clear my head,” he said.

“And the learning will happen across the sphere because we all know in the media business, margins are small, so we have to think about innovation, how to serve clients better, get better insights … getting all these

And with another long drive in the books, accompanied with tunes from the 80s, Anwer is set to find clarity as he seeks to strategically place Reprise further up in the competitive market.

Reprise serves some of the biggest brands and household names including Sime Darby, U Mobile, TNB and Nestlé. The company is also embarking on initiatives to encourage small-medium enterprises (SMEs) to invest in digital marketing. Late last year, the company launched Pasar Media to serve SMEs in Malaysia. Darren, a paintball enthusiast who has taken part in almost every paintball competition nationwide, spent 19 years with Carat Malaysia in his first job, climbing up the ladder to become its chief executive officer. “I saw the opportunity in IPG Mediabrands and felt like this was an organisation where I could push boundaries. That’s why I’m here,” he says. Stanley too has enjoyed stints with several big names – from Limkokwing University to the Malaysia Design Innovation Centre. But his most intriguing gig was as a brand manager in the Nation Branding Division of the Prime Minister’s Office. The Setapak boy, who is a proud Johannian (alumni of St John’s Institution), was there from July 2012 to November 2013 before joining IPG Mediabrands. “I was working on the ‘Endless Possibilities’ project under the Prime Minister’s Office and it was an eye-opener.” “We worked closely with the International Trade and Industry Ministry and Tourism Ministry, among others, to reposition and brand Malaysia to the world,” says Stanley, with a glint in his eye. Looking back on their careers and life journeys, would they have done anything differently? Darren and Stanley gave a firm no. And their life stories somehow uphold the Reprise motto of being bold, brave and fearless. “I aspired to be a tennis player but that didn’t work out,” says Darren, who looks the part. “But no, I’ve never envisioned myself doing something else. I’m not the type of a person who is desk-bound and stuck doing the same thing day in day out. I love the freedom this industry offers and have zero regrets doing what I’ve been doing all this while,” he remarks. For Stanley, his journey in this industry is his way of “changing the world”. “As clichéd as it may sound, it is the truth. Everything we do today is our way of changing the world, of making an impact.” “I applied to be a clerk for Maybank and got the job but I didn’t show up. I don’t know what life would have been like if I had taken the job. No disrespect to those in the banking line but I just can’t see myself doing anything else but this.”

ISSUE226END-AUG2018

EDITOR’S NOTE

MALAYSIA IS “LOOKING MORE AND

MORE LIKE A TYPICAL TARGET OF CHINESE STATE-SPONSORED CYBER ACTIVITY.

”

SANDRA JOYCE, HEAD OF GLOBAL INTELLIGENCE OPERATIONS FOR FIRE EYE AT A MEDIA BRIEFING.

By the Turbanned Stranger | ham@adoimagazine.com

NO DIGITALISATION “WITHOUT HUMANISATION. ” MIHA POGACNIK

THE BAD NEWS IS “WE’RE DYING EARLIER IN BRITAIN – AND IT’S ALL DOWN TO ‘SHITLIFE SYNDROME’

WILL HUTTON

”

MALAYSIA’S HIGHEST GROSSING FILM IS A LESSON IN VIRALITY

... MALAYSIA’S HIGHEST GROSSING FILM OF ALL TIME WITH RM20.5 MILLION IN TICKET SALES IN 11 DAYS ...

There may be some learnings for marketers with the latest box office sensation to sweep Malaysia: Hantu Kak Limah. Produced by Infinitus Entertainment and Astro Shaw, the film is the fourth one set in the fictional village of Kampung Pisang and is the third offering in the Hantu Kak Limah trilogy. Infinitus Entertainment was founded by Hong Kong superstar Andy Lau and Datuk Seri Robin Tan. Hantu Kak Limah officially became Malaysia’s highest grossing film of all time with RM20.5 million in ticket sales in 11 days as I am writing this, and is slated to hit RM30 million as you read this.

The film directed by Mamat Khalid is ahead of the previous record holder Abang Long Fadil 2 (RM18.15 million). Interestingly, Datuk Lat ‘Kampung Boy’ and Mamat are siblings. Executive producer Gayatri Pillai said the movie only cost about RM1.8mil to make, which is amazing considering how they hit the right pulse as popular culture is evolving fast with the new political landscape. The cast is varied from Awie (of Wings fame), Delimawati, Rab Khalid, TJ Isa, Sharwani and Zul Ariffin to Uqasha Penrose and Ropie. The film opens with Kak Limah moving into a new home after

getting married to a younger man. Not long after, she is found dead and her spirit begins to terrorise the inhabitants of Kampung Pisang. Since then, her ghost is spotted around Kampung Pisang, making the villagers restless. With a heady dose of slapstick, social criticism, inside jokes, satire, sexual innuendoes and Malay 80’s rock ballads, this movie breaks the Fourth Wall and even reminisces the lyrics from the Joy drink advertisement in the 80s. Producers and distributors Astro Shaw and Infinitus are stumped by the success as the movie becomes part of the national discourse: a dream situation for any marketer. An amazing strategy that paid off was a free viewing of 23 minutes of the film on YouTube, defying the whole concept of movie trailers! The social universe is abuzz, tabloids are going to town with the hit and crowds keep flocking as if they have been starved of good entertainment for years. One thing is for sure: Malaysians love comedy and horror. Hantu Kak Limah’s comedy of errors is a perfect recipe for virality. The movie is the Zeitgeist of our times. Respect.

ISSUE226END-AUG2018

11 IAA DEBATE

IAA DEBATE FIRES UP LESSONS FROM GE14...

... INDUSTRY LEADERS SEEN TRYING TO HAVE CONVERSATIONS AMIDST THE CACOPHONY...

ABOUT 100 PEOPLE gathered at the Royal Selangor Club in Bukit Kiara last week for the 4th International Advertising Association (IAA) Malaysia debate series titled: Big brands are Doomed – Lessons from GE14.

The proposing team supporting the argument that Big brands are doomed was Tho Tuck Woh (CEO of Redberry Media Group), Mellissa Lee (Head of GetResponse Malaysia) and Joy Abdullah (Marketing Director at Benefit Point). The opposing team which argued Big brands are NOT doomed was Assoc. Professor Abdul Rahim Mohd Saleh (Head of Advertising Programme, UiTM), Fiona Liao (Chief Brand Officer of Prudential Assurance Malaysia) and firebrand scribe R Nadeswaran (Investigative Journalist). After all arguments were presented, a show of hands by the crowd selected the Opposing Team as winners for the night. The evening began with an Opening Address about IAA by John D Chacko - IAA Malaysia President, VP IAA Asia Development & IAA World Board Member. IAA Malaysia Vice President Omar Shaari (CEO of Posterscope Malaysia) conducted the proceedings while the grand debate was moderated by Chief Provocateur and IAA Malaysia Honorary Advisor Harmandar Singh aka the

Sledgehammer.

After the debate, a free return ticket to Kolkata was given away in the lucky draw by Raman Kukreja Sales Manager of Himalaya Airlines and this was followed by a boisterous evening of networking with makan-makan and minumminum. Honorary Treasurer Ng Li Lian and her young team kept the evening fluid and enjoyable. The crowd of communications professionals came to party, so the debate was confined to a total of 40 minutes including questions from the audience and the occasional hecklers. Industry leaders seen trying to have conversations amidst the cacophony of IAA Malaysia’s usual crowd banter were Entropia’s Prashant Kumar, Dentsu LHS’ Tony Savarimuthu, Trapper Group’s Sivanathan Krishnan, Otomotif College’s Prof Abdul Hamid, Amphibia Digital’s Gary Tay, industry stalwart Steve Teoh, MC2 Awards’ Monica Wong, legendary trailblazer Datuk Muralee Menon, Y&R’s Lisa Hezila who is also IAA Malaysia Honorary Advisor and a cast of new recruits for IAA Malaysia’s Young Chapter. The sponsors who made the event possible were Dentsu Aegis Network (IAA Corporate Member), Messrs Jaffar & Menon, Visual Retale, JDC Brand Truth, Lantern Media and MARKETING magazine.

ISSUE226END-AUG2018

OUTDOOR MEDIA

FRESH NEW FACE O OUTDOOR IS DATA! See how TAC Media and industry leaders are connecting the dots for marketers

WE ARE SEEING MORE OF ANGIE CUTTER THESE DAYS, AS SHE SETS HER SIGHTS ON MAKING OUTDOOR ADVERTISING SEXY AGAIN. AND NOBODY KNOWS BETTER THAN ANGIE THAT THE SCENE HAS CHANGED DRAMATICALLY WHILE MANY OUTDOOR PLAYERS ARE STILL MUM ABOUT THE ELEPHANT IN THE ROOM...

ANGIE cut her teeth in the game early in her career having helmed OOH media specialist networks and has taken head on her biggest challenge todate: an inventory management tool which creates a slick selling platform for the Outdoor Association of Malaysia (OAAM) members, making management and proposals processes a breeze. She takes her cue from the recent FEPE International Congress in the Italian coastal town of Sorrento, famous for its lemons and limoncello. Here, the global constellation for Out of Home (OOH) advertising players gathered to hail Data and Collaboration as their new clarion call. According to PwC, digital outdoor ad spending is growing at 15 percent annually, and will overtake traditional outdoor postings by 2020. Angie’s hungry team at TAC Media are working closely with Moving Walls, their data partner on location data, for information of the unique reach and circulation around billboards. “As mobile and digital become part of OOH, we are seeing how it can be integrated to create a campaign or do retargeting,” she says while noting this is only the beginning of newer marketing

The TAC Team is all about the new possibilities out there

tools and tactics. Angie has as much skin in the game as the rest of the industry, citing the OOH industry as a highcost venture that deserves better and more sophisticated marketing strategies to fit the times. “We are the only Malaysian company who’s a member of the Global Outdoor Association with access to media owners globally and many collaborations. Our alliances cover China, India, Thailand, Vietnam, Philippines, Singapore, Indonesia and Japan.” While it seems scary Google may match web browsing data with the ads displayed on billboards, the possibility has not escaped the prying minds of marketers. Privacy concerns mean Google’s unlikely to be able to target out-of-home ads at individuals, but it can pull demographic data on what kinds of people are in a given place at a given time. So it is highly likely in a train full of Selangor fans heading to Stadium Merdeka, the advertising hoardings change to show ads for sports fans, while during the Monday morning rush hour the hoardings change to display ads for a different set of people across different locations in the city. The customisation of mass

marketing has begun. Angie’s team held a recent workshop on this for all OAAM members talking about the importance of data and the marketing benefits the Association is giving them. TAC Media brought the power of programmatic, location-based targeting techniques for media planners and marketers at this eye-opening workshop. The workshop also covered new trends in buying, synchronising campaigns, competitive pricing, performance metrics, addressing the dilemma of Inventory vs Utilisation and awesome stuff that should be in the playbook of all OOH players and advertisers. Using cellular data for advertising hoardings isn’t new, telcos like the BT Group already sell data to advertisers. Not surprisingly, Google’s parent Alphabet Inc. is already in talks in Germany about pushing into out-of-home advertising. And when Google gets into the action, you know where the next unicorn is coming from: High-tech in OOH Advertising. For example, using locationbased intelligence, marketing at a concert venue can deploy Digital OOH to message fans about a brand which seeks the same demographic with the clever use of programmatic ad technology. Free wifi is the game changer here. With Google’s dominant position in mobile operating systems and location-based mobile data the rest is a no brainer. The thing is, all these technologies will arrive at our door step before we can say Equanimity. That’s why Angie is a lady in a hurry. “Our proprietary OOH Planning tool called Infinite Outdoor Advertising Solution helps clear this path for many planners. No relearning required,” assures Angie as she talks about how TAC Media’s partnership with Moving Walls can help OAAM members with audience insights and retargeting campaigns. “People spend 70% of their time outside their homes while staying connected on the move.

And they leave a digital footprint wherever they go. That’s how moving audience analytics solves offline media challenges through Behaviour, Demographics and Technographics.” As technological giants encroach on traditional OOH territory, the writing is on the wall: collaborate or perish. With the plethora of innovative Malaysian OOH players out there, Angie hopes to galvanise them by partnering with the Outdoor Association of Malaysia, whose members drive 75% of OOH ad spend in the country. In her parting shot, she cautions that OOH has to integrate with mobile. “And this is not an option.”

ISSUE226END-AUG2018

13 OUTDOOR MEDIA

...THE ONLY MALAYSIAN COMPANY WHOâ&#x20AC;&#x2122;S A MEMBER OF THE GLOBAL OUTDOOR ASSOCIATION WITH ACCESS TO MEDIA OWNERS GLOBALLY AND MANY COLLABORATIONS... ANGIE CUTTER

Managing Director TAC Media

ISSUE226END-AUG2018

YOUNG DIRECTOR

INTRODUCING KANCIL 666 YOUNG DIRECTORS CHALLENGE WINNER CHEVIE LAW MARKETING Magazine met up Kancil 666 Young Directors challenge winner, the talented Chevie Law, to dig deeper into her winning film “In Memories”. We would also like to note that Chevie is now part of the Directors Think Tank team... Congratulations on the win Chevie! Can you tell us more about yourself and how you entered the production industry? I originally graduated with a Bachelor’s Degree in Advertising & Media Production at the University of Canberra, Australia. I then had my career kick-started in the creative line as a producer, but took a short hiatus there as I took over my family business in the metal industry. I re-embraced the creative field in 2017 where I participated in the Macau short film competition along with two of my close friends and we won first place. I believe that victory really gave me the confidence to try out scriptwriting and short film directing. What prompted you to submit your work for “The Kancil 666 Young Directors Challenge”? My mom. Of course not to forget my highly supportive friends urged me to join the challenge since we saw this as a great opportunity to chase after our dreams while making films with the six widely established production houses who were involved! Also a really close friend of mine, Westby Wang promised to be my actor if I was selected as the finalist. Originally, I was a little worried with regards to my language proficiency especially when it came to writing the proposal and subtitles. Thankfully, another good friend of mine, Anson Tung, offered his help to be the translator. I loved the concept behind “In Memories”. How did you come up with the idea? The story is about the significant differences between a wedding and a funeral. And whether you see more people attend a wedding or a funeral. The idea was inspired by a late good friend who left us 14 years ago. It feels almost like yesterday when my friend realised he was suffering from leukemia.

He had a special request for me, that one day when he moved on to a better place, he wanted me to note who attended his funeral and what was said. He was really curious about the attendees and their last words to him. Of course, I was filled with load of questions but felt too awkward to ask. Soon when my dad, sister and a few friends also passed away, I realised the meaninguful moments at a funeral. What was it like working with the Directors Think Tank (DTT) team? I heard that Iska Hashim and Rajay Singh took this idea and brought it up to the Kancils committee and I am so glad they did. I was lucky to be teamed up with DTT and director Rajay who gave me lots of space when it came to creativity, and most importantly his trust in me. He told me that winning the challenge was only a bonus. What mattered most was the experience of doing it, and the excitement of making my story come alive. I asked him whether a newbie like me would dilute the expectations of the challenge, but he answered that was the whole point of the challenge! Not to mention that DTT has a very professional team, especially the producer Shu Ying for her attentive management and executive producers Tek Nam and Pat Singh for backing me up all the time. It sure was an unforgettable experience for me!

ISSUE226END-AUG2018

INFLUENCER MARKETING

ROCKETFUEL

16 BARIS CONCERT 2018, MALAYSIA’S BIGGEST HIP HOP CONCERT

... THE 16 BARIS CONCERT, PRESENTED BY TUNE TALK WAS ORGANIZED WITH THE PLAN TO HOLD AROUND 5000 FANS. NO SURPRISE THERE WHEN 5000 FANS FILLED UP THE NATIONAL TENNIS CENTRE IN JALAN DUTA, ENJOYING EVERY BIT OF THE ALMOST 6 HOURS CONCERT, UNLEASHING PURE ECSTATIC ENERGY.... IT WAS TRULY a historic day for hip hop in Malaysia. Two celebrations coincided, Tune Talk’s 9th anniversary and hip hop’s 45th celebration at Malaysia’s biggest hip hop concert. Featuring 45 talented emcees wowing the fans, the 16 Baris Concert provided 5000 fans with truly a memorable experience. 16 Baris is a weekly hip hop cypher show on YouTube created by Joe Flizzow and Rocketfuel Entertainment. Each episode features 3 rappers, and a total of 45 rappers over 15 episodes. Episode 1 launched in December 2017, and the last episode of Season 1 was released in March. The first 16 Baris concert proved to be a success with the unexpected turnout of approximately 4,000.

However the venue could only fit 300, therefore thousands who were left outside were unable to enter. To make up for those who were unable to get into the venue, the 16 Baris Concert, presented by Tune Talk was organized with the capacity to hold around 5000 fans. No surprise there when 5000 fans filled up the National Tennis Centre in Jalan Duta, enjoying every bit of the almost 6 hours concert, unleashing pure ecstatic energy as they witnessed their favourite MCs perform on stage. 6 Baris has truly grown from being a YouTube show to a full-blown movement in mere months. People were encouraged to submit their own rap through the hashtag #16Baris and 5 rappers have been discovered through these online submissions – Lil J, Hades, Ilyas Konlay and Singaporeans Fariz Jabba and Yung Raja. The partnership between Tune Talk and 16 Baris will also cover throughout the second season of the popular Youtube series and the brands will work together to increase the growth of the music scene locally. “It is an honour for us to be a part of this journey with the goal of one day seeing our local talents, standing shoulder to shoulder with established international acts out there,” said Ameen Amaendran, Tune Talk CEO. Moving forward, Tune Talk’s regional expansion plan to become the ASEAN Sim will fit perfectly with the direction 16 Baris has in becoming a major driving force of Hip Hop in the region. 16 Baris is no longer a show, it’s truly a movement.

ISSUE226END-AUG2018

DIGITAL STREAMING

... Brands benefit most when their advertisements are optimised and effectively targeted to the intended audience, as it reduces the likelihood of viewers skipping ads...

VIU OFFERS A UNIQUE MIX OF TRADITIONAL AND DIGITAL OPPORTUNITIES TO ADVERTISERS PEOPLE underestimate the power of advertising. It’s not about just putting your brand or product in front of the consumer but about how you can do it well enough to change behaviours and habits. Over the years with the emergence of technology, the shift from advertising in newspapers or billboards has moved to selling an idea on mobile phones and LED screens. Although, this does not necessarily mean

that advertising via traditional methods is becoming obsolete. Each advertising platform reaches a certain target audience and brands need to optimise their advertisements on each platform to cater to each audience. Current trends show how that the OTT industry is disrupting traditional media when it comes to advertising, as a study done by PWC1 states that 12.7% of brands are more keen to

spend on internet advertising meanwhile the 4.4% of brands are spending on television advertising. Brands are becoming more cautious with their decision between advertising on digital or traditional platforms as they are fearful of making the wrong decision in their effort to reach their intended target audience. In today’s industry, brands need not worry about choosing which platform to advertise on when wanting to reach a mass

target audience. A study done by Nielsen2 showcases the statistics of the Malaysian media landscape in the year 2017 which states that 94% of young adults between 15-24 consume both digital and traditional media. Viu’s recent partnership with Media Prima has provided an opportunity for brands to advertise on all platforms, such as the digital OTT space, and traditional media through television, radio and newspapers. This digital to offline advertising is a one-of-a-kind opportunity and provides a 360-degree exposure for brands to reach a higher number of Malaysians. Brands benefit most when their advertisements are optimised and effectively targeted to the intended audience, as it reduces the likelihood of viewers skipping ads. Viu and Media Prima’s partnership offers a chance for brands to broaden their target market reach by advertising their products and services on Viu’s originals shows - as it offers the longevity of brand exposure. Take for example Salon, a Viu Original series, which is a story about Anna who opens a salon that becomes the talk of KL town, shampoo brands or salons can use product integrations, tv spots and pre-roll or mid-roll ads on Viu Originals. Jibril, on the other hand, is a show that showcases the aspects of law in Malaysia and the use of Artificial Intelligence and technology. Advertising opportunities for brands can range from law university degree courses, technology products or even clothing brands. The Bridge is a regional Viu Original that will be filmed in

Malaysia and Singapore and it revolves around a dead body that is found exactly at the halfway mark between the two countries – split in half and made up of two different women. As it is a regional show, this gives brands from both Malaysia and Singapore opportunities to advertise and reach a wider audience in both markets. By advertising on Viu Originals, not only would Malaysians know more about the brand but also associate it with Viu and the celebrities that are casted in Viu Originals. Favourite Malaysian artists that will be starring in the show are Lisa Surihani, Tony Eusoff, Bront Palarae, Aeril Zafrel and more. The reach of these shows that span beyond just OTT can give brands added confidence in their placements as it covers both mass reach TV and targeted OTT audiences. Viu’s partnership with Media Prima merges both traditional and digital media when it comes to advertising, creating a unique opportunity for advertisers. Brands no longer have to worry about deciding which platform to advertise on when they can have an all-round exposure to consumers. Viu is proving itself to be a OTT-streaming platform that prioritizes building and strengthening relationships with other brands, making it more than just a business deal based on the number of brand partnerships Viu has worked with. With the unique mix of traditional and digital media provided to advertisers by Viu and Media Prima, this is an opportunity not to be missed. Footnote 1.

https://www.pwc.com/my/ en/assets/publications/ entertainment-mediaoutlook-2015.pdf, Page 6 http://www.nielsen.com/my/ en/insights/reports/2018/ state-of-the-media-malaysianmedia-landscape-2017.html

ISSUE226END-AUG2018

CREATIVE SURGE

IDEAS: THE HOTEL EQUATORIAL SHANGHAI STORY

Objective “Hotel Equatorial just opened a branch in China!” exclaimed the suit.” And we were like, “Ok, that’s great,” said Dharma Somasundram, then a copywriter at DY&R, the agency handling advertising duties for said hotel. Until we realised that was the brief. The suit didn’t have further information about the new hotel apart from the fact there’s a structure in Shanghai with presumably a decent number of empty rooms and a large sign that read ‘Hotel Equatorial’, or its Mandarin equivalent.

Challenge Dharma had about 4 years copywriting experience at the time. Even then, she knew that a creative brief, despite being called a brief, needn’t actually be so brief. “We have to make this work,” said Dharma. Of course, most creatives in a similar situation would either A) Ignore the request, B) Demand the account director write something more substantial, or C) Tear up the brief and burn the remains in a huge bonfire. Not Dharma. We called the hotel. Thankfully, the receptionist or whoever picked up the phone

was pretty clued-in. Having not prepared for this call, we asked whatever came to mind. Truth After a few minutes, we had several thought starters. I don’t remember what they were, but the one thing that stood out was that it was a new 5-star hotel. In 1992, 5 stars was pretty much a big deal. Especially for a Malaysian brand. 1992 would also be remembered as the year McDonald’s opened their first outlet in China, Windows 3.1 was released, Bill Clinton won the US presidency, Monica Lewinsky

celebrated her 19th birthday, and Malaysia invaded France. But more on that later. Solution A quick and easy solution would be something like: ‘Introducing Hotel Equatorial Shanghai. A 5-star experience,’ and then show the hotel. However, we didn’t even have pictures of the place. And flying a photographer over to take pictures was out of the question. “We sat, and stared at each other,” recalls Dharma. I asked my Art Director David Sin: ‘How many stars are there on the flag of China?’ “Five,” he replied. And that was it. The art direction came naturally and everything just sort of fell into place. We’d normally show Rick (then Creative Director at DY&R) several ideas. But this time, we were so confident of the work, we showed him only one. He gave us the go ahead. Rish, as he is wont to do, was walking up and down the creative department (Rishya Joseph was the MD at DY&R). He saw the ad, picked it up, called the hotel owner and sold the work almost immediately. After that, it was a matter of presenting it to Jann Majid (the client at Hotel Equatorial). The ad ran as per in the major newspapers. It was daring in its simplicity, and created - or perhaps reinforced - the brand’s bold and confident stance. The agency also submitted the work to the Cannes Lions Advertising Festival, where it picked up two Bronze Lions, one each in the print and poster

categories. “This was Malaysia’s first Cannes Lions award,” said Dharma. When we found out it won I felt I could finally compete in this mad industry. It was a coming of age of sorts for me. All great campaigns start with a great brief. Except in this case, it was a total lack of. But that didn’t stop the team - suits included - from rallying behind and supporting the work. It also took a brave client somebody willing to run an ad for a new product without showing the product - to make the idea happen. In 1992, Malaysia mounted her best shot against the world’s best in France. After several rounds of judging, we were awarded two Bronze Lions, the first of many to come. A few years later, the country would win her first Gold Lion and following that, the Outdoor Lions Grand Prix. But that’s another story for another article.

Edward Ong is on a quest to discover and create Malaysia’s best ideas. He is an award-winning Writer and Creative Director, and can be found at IdeasAreBorderless.com

EVERYONE’S COMPLAINT DEPARTMENT:

FOCUS ONE of my favourite books about this industry is ‘Up The Agency: The Funny Business Of Advertising’ by Peter Mayle. He started as a writer, spent 13 years in Madison Avenue and eventually became CD and retired in Provence. In his book, there’s an entire chapter dedicated to the creative process of brainstorming where he compares it to people waiting for a bus to arrive – they’re just sitting there staring into space, to the annoyance of account managers going ape shit because it’s the minute after the last minute before a presentation! Well, we don’t actually have that luxury anymore, because these days everything seems more complex, more urgent, more threatening. Everything seems more, except

the budget. And so we become busy from being busy and quite often, we miss the chance of coming up with better insights, better solutions, better ideas, better whatever. We used to joke, work is getting in the way of work. I think, what is needed more than ever is some serious active procrastination. (not to be confused with passive procrastination, which basically means you’re a lazy ass.) Active procrastination is actually a form of thinking. Ideas need an incubation period. I’m unsure of how the brain works, but I think our subconscious mind is actually doing some hard work connecting the dots, navigating through a series of doors that unlock stored lessons and tapping into the

The ‘Everyone’s Complaint Department’ series of comic strips began as random doodles and reflection pieces of Alvin Teoh, ECD of NagaDDB Tribal. These little stories were originally posted on Facebook and are an ongoing tribute to life in Adland.

power of imagination. And when the time is right, which can be loosely translated as being ‘the last minute’, something magical happens – you have a vision, a narrative, a compelling message, an image, an idea. Sometimes it takes a few seconds. Other times, a few days, a few weeks and even a few years. Ideas are somewhat like meat. It can be fast food, it can be steak, or it can be stew. There’s a time and place for everything for sure, but the best tasting ones need some simmering time. So, while we are juggling a ton of stuff on a daily basis, do make time for active procrastination. It actually takes a lot of focus and self-discipline to be a procrastinator. But the results would be worth it.