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ISSUE 238MID-APRIL2019

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Imagine if you had the chance in the country. to listen and learn Listen, learn the challenge and ask questions from some of the best s, and most about the strategies marketing minds and importantly, TED Talks? campaigns discover what Where you , the thinking, log in to get the campaign the opportuni TED Talk about results were. ties, Malaysian marketinginspired about life and You know the things you successes? love most. Have about the Have you seen Some people you heard a a TED talk say that lets you and learn almost The APPIES is like the ask questions TED of Marketing ? the same way. questions and . Because at But thereâ&#x20AC;&#x2122;s what they are more... you The APPIES get up close use immediat saying is relevant you get inspired with the ely... to what your job is all about, presenters, you can ask great advice People also you can take say The APPIES Because you is like a 2-Day get to MBA in Marketing And if you think enrich your brain power with 38 marketing . Yes... MBA. Here's MBAs are more why... than that, you case studies across 6 industry are right. But Now imagine do you have categories. all this happenin 24 months presentations on your hands? g on April 25 from people & 26: with 25 who will tell Malaysian marketing you what you leaders judging, must know, Top global and not just what special local brands you need to will be present. know. You will never find all this brain trust in one place!

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ISSUE 238/// MID-APRIL2019

EDITOR'S NOTE

WHEN GLOBAL PLAYERS COMPETE, WATCH WHERE THE MONEY DISAPPEARS.

EVENTS CALENDAR 25 & 26 APRIL 2019

APPIES MALAYSIA MARKETING AWARDS

COVER STORY

IN THE DIGITAL AGE, IT’S EASY TO PREDICT THAT E-COMMERCE IS LEADING THE RETAIL REVOLUTION. FOR CJ WOW SHOP, THAT IS NOT THE CASE AS IT IS GROWING FAST TO BECOME A MAJOR VOICE IN THIS SPACE.

Netflix Inc. lost as much as USD8 billion in market capitalisation in a few minutes of trading on Walt Disney Co.’s news of its upcoming— and cheaper—rival streaming service. This should serve as a clear signal to Malaysian media players...

SNAPPY

3 JULY 2019

MALAYSIAN MEDIA CONFERENCE 30 JULY 2019

HOMESHOPPING IS STILL HOT!

BEST OF GLOBAL DIGITAL MARKETING CONFERENCE 07 OCTOBER 2019

DRAGONS OF MALAYSIA & ASIA AWARDS NIGHT 15 NOVEMBER 2019

CMO CONFERENCE & AWARDS NIGHT Regional CEO Professor Harmandar Singh ham@adoimagazine.com Business Development Managers Jarrod Sunil Solomon jarrod@adoimagazine.com Sandesh Singh sandesh@adoimagazine.com Chief Content Officer Victor Yap victory@adoimagazine.com Art Director / Designer Chemical Ali ali@adoimagazine.com Designer Lilna Marlina lilna@adoimagazine.com Events & Workshops Ruby Lim ruby@adoimagazine.com Web & Digital: Nurul Amira Ibrahim 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

SNAPPY DAYS ARE HERE AGAIN Recently, Evan Siegel, Co-Founder and CEO of Snap, held a media event on the spot where “The Social Network” was filmed in order to announce his company’s latest innovations and contributions to the social media universe where they already have captured 75% of all 13-34-year-olds and 90% of all 13-24-year-olds. Siegel, rightfully so, listed their past hits that have been adopted by many of their competitors (for people’s attention) including: the vertical video format that simply makes sense in a swipe up for content world... CREATIVE SURGE

Contributors: Edward Ong, Josh Sklar Printer: Cetakrapi Sdn Bhd 22, Jalan Kepong, Taman Sri Ehsan, 52100 Kuala Lumpur

YANHY KIM, CEO, CJ WOW SHOP

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 is available across 200 selected bookstores in the Klang Valley.

DIGITAL ECONOMY

IDEAS: THE SCARETIGER STORY Long before homo sapiens stepped into Malaya, monkeys ruled the high lands. They swung from branch to branch, tree to tree, screeching, stealing food, scratching things and doing whatever it is monkeys do. When the first hairless monkeys (that’s us) appeared, things began to change. Monkeys lost their homes, they became food, pets, target practice and, in some cases, clothing and accessory for the fashionable Negrito. Many hundred generations later, monkeys (the hairier ones) remain a tad upset about the whole thing. Although if it were a Facebook...

IT’S NOT ONLY ABOUT WHAT’S BEYOND, IT’S ALSO ABOUT WHAT’S RIGHT HERE AND RIGHT NOW Yes, there’s a huge economy that resides in the internet. We often refer to it as the digital businesses and e-economy and we make references to the Alibaba’s and Amazon’s of the World, associating them with the success stories of Ubers, AirBnb and an endless list of new admired players everyday....

ISSUE238MID-APRIL2019

3 DIGITAL ECONOMY

IT’S NOT ONLY ABOUT WHAT’S BEYOND, IT’S ALSO ABOUT WHAT’S RIGHT HERE AND

RIGHT NOW YES, there’s a huge economy that resides in the internet. We often refer to it as the digital businesses and e-economy and we make references to the Alibaba’s and Amazon’s of the World, associating them with the success stories of Ubers, AirBnb and an endless list of new admired players everyday. We have great ambition to get into this space, to be a part of this growth, and get ourselves our fair share of this booming growth. Welcome to Industry 4.0! We have the plans. We have the ambition. We have the interest and drive to succeed. So let’s do it. And as we strive towards competing with the rest of the world, let’s also remember the fundamental pillars we are building back home in Malaysia. For example, we will still need to build more schools. Train more teachers. Build more roads to connect them. But it takes a while sometimes a generation later before we can start to see some of the results.

But we now have an opportunity to narrow that gap with access and technology. It’s not just about providing access to schools and people, but using access to bring together communities of people, to bring the best of knowledge offered across to everyone, using the digital environment to create virtual communities. “While we wait for more schools to be build, more teachers to be trained, let’s not deny the children today of the best education. The student located furthest away somewhere in a remote village who commutes a few hours to get to school no longer is denied a great education when we connect them with the best teachers and classrooms throughout the country”. It does not stop here. We do this for every other pillar from welfare to minority groups. From medical requirements, to prediction of outbreaks like dengue, flood and haze management to almost

everything we do on a daily basis – they can all be incorporated into the same space where we leverage the close proximity of the virtual communities. This is the formula to get us back on the path towards becoming a developed Malaysia and a pioneer in the new economy to come. To make this possible, the Communications and Multimedia Ministry becomes the backbone and foundation to all others. We build the physicals and at the same time, we build the physicals virtually. And we build this with entities that are able to bring together this virtual journey. No more fragmented initiatives. Time to stitch the best of what is out there into a seamless virtual journey. We have all the ingredients. Now we need to be a bit imaginative and start bringing together the best of what is available. And start focusing in the people, their journey and opportunity we are doing. It starts now.

...WE HAVE ALL THE INGREDIENTS ALREADY. NOW WE NEED TO BE A BIT IMAGINATIVE AND START BRINGING TOGETHER THE BEST OF WHAT IS AVAILABLE. AND START FOCUSING IN THE PEOPLE, THEIR JOURNEY AND OPPORTUNITY WE ARE DOING...

Lai Shu Wei Vice President Mass Market Marketing Operations TM Berhad

ISSUE238MID-APRIL2019

EDITOR’S NOTE

TO “THEPURSUANT MALAYSIA

”

AGREEMENT 1963

SIX WORDS IN THE CONSTITUTIONAL AMENDMENT ON THE POSITION OF SABAH AND SARAWAK THAT LED TO THE DEFEAT OF THE FEDERAL CONSTITUTION (AMENDMENT) BILL 2019 SEEKING TO RESTORE THEIR STATUS AS EQUAL TO PENINSULAR MALAYSIA.

AD AGENCIES ARE “GOING TO WITNESS

NOTHING SHORT OF A BLOODBATH. HALF A DOZEN GLOBAL CREATIVE NETWORKS WILL SHUT DOWN, MERGE OR SELL OUT, 2030% OF TRADITIONAL CREATIVE AND MEDIA JOBS WILL BE REDUNDANT.”

”

PRASHANT KUMAR, SENIOR PARTNER AT ENTROPIA (M) SDN BHD WRITING ABOUT HIS 2019 PREDICTIONS FOUR MONTHS AGO.

HUMAN IN “THEBEING DIGITAL WORLD

IS ABOUT BUILDING A DIGITAL WORLD FOR HUMANS.

”

ANDREW KEEN SPEAKING AT IAA WORLD CONGRESS IN KOCHI, FEB 2019.

WHEN GLOBAL PLAYERS COMPETE, WATCH WHERE

THE MONEY

DISAPPEARS. NETFLIX Inc. lost as much as USD8 billion in market capitalisation in a few minutes of trading on Walt Disney Co.’s news of its upcoming—and cheaper— rival streaming service. This should serve as a clear signal to Malaysian media players that we do not stand a chance to weather such an attack because the game is too big. While Google and Facebook already reign supreme as a duopoly in digital advertising spend, we may see the day where they will ‘colonise’ everything. The digital duopoly’s dominance of an industry with more than 150 years of history has been achieved inside one generation. Google and Facebook’s share of the global online ad market will grow to 61.4% this year, up from 56.4% in 2018. The duopoly’s $176.4 billion in forecasted ad revenues amounts to a 22% y-o-y increase on 2018. For everyone else, the future looks tough as internet advertising spend outside the duopoly is predicted to fall by 7.2%. The thing about the term duopoly is almost everyone shrugs it off as a convenient way to label these two giants, while not paying enough attention to the ‘poly’ part. Which basically means they are mega monopolies never seen in our lifetime. And monopolies have ‘super’ powers where governments go down on bended knees to seek their help. After the NZ government

pleaded with Facebook to remove the videos of the massacre of 50 Muslim worshippers in Christchurch recently, Facebook officially responded two weeks later with a statement, “The company is ‘exploring’ placing restrictions on who can Live stream video on Facebook” but did not announce any actual policy changes.

And they want more.

No government can police this duopoly, in fact they are policing us. Back home we are already seeing the crumbling of our larger media players in the face of Facebook, Google, YouTube and OTT services like Netflix, Amazon, Hulu…. Enforcement of our laws are critical to the survival of local media players. In the name of global competitiveness and borderless markets, only the big win. And they have billions in VC funding to keep them going; they can throw billions in loss making punts because they have the stamina. Small companies have no chance to sprout, let alone survive.

And don’t get me started on their tax ‘manoeuvres’.

Some industry observers say it is a matter of time before the day comes when all Malaysians will watch is what the global players

dish out. Because Malaysian media players will be wiped out by then. Or more correctly, share of mind will be controlled by those outside our country. Slowly but surely, global media monopolies will decimate all in their path. Even local content can be curated and sold off at a low price. And whatever local players that are left can easily be bought out. The only local player that stands a chance against this onslaught is Astro. While they still can. Imagine a world without Astro and it being replaced by these streaming OTTs. You get the picture. No World Cup. No Olympics. Because it is all too expensive and the commercial threshold in Malaysia is too low to make is viable.

Solution?

We can’t stop these galactic monopolies, and even they will not last. Facebook is already not seen as cool, hip and trendy by the younger set. But we need to protect our own. Because there will be more coming. And they will all be huge. Make them pay taxes like everyone else. Level the playing field. Enforce antitrust laws. While Trump is protecting America (the bedrock of open markets), we cannot blindly have

... THE RECENT ELECTIONS IN INDIA SAW MORE THAN RM15 MILLION SPENT ON FACEBOOK ALONE BY POLITICAL PARTIES... an open door policy to all and sundry. Our Prime Minister said it best many years ago and defined a swing-door solution, where we open and close while being mindful of our interests at all times. Eventually, even the government will lose its voice when trying to connect with the people. And will have to spend tax dollars to reach them: the recent elections in India saw more than RM15 million spent on Facebook alone by political parties.

SNAPPY DAYS ARE HERE AGAIN RECENTLY, Evan Siegel, CoFounder and CEO of Snap, held a media event on the spot where “The Social Network” was filmed in order to announce his company’s latest innovations and contributions to the social media universe where they already have captured 75% of all 13-34-year-olds and 90% of all 13-24-year-olds. Siegel, rightfully so, listed their past hits that have been adopted by many of their competitors (for people’s attention) including: the vertical video format that simply makes sense in a swipe up for content world, AR lenses aka the goofy but magical filters that make your kid or spouse look like a dog or wizard while on video, those ubiquitous Bitmoji avatars that are cartoonish versions of your friends, transient or ‘ephemeral’ chat messages that disappear after they’ve been viewed, maps showing the real-time location of your connections, and, of course, story ads, which have become little branded mini-series that are competing with television and all of the digital streaming options. Given the success of their Stories product, Snap is now going to expand more into streaming original content to please their 186 million daily active users, providing something for everyone in their key demographics. They are partnering with Internet content giants like BuzzFeed to figure out what programming will work best for the long term and also launching the Snap Audience Network to bring targeted ads within and to third parties like Netflix, Venmo, GoFundMe, Fitbit, and Bitmoji. It seems despite Snap’s negative publicity, turmoil with and turnover of key executives, and reputation,

Spiegel and his team are still way ahead of the curve when it comes to knowing what people want from social, which is as rare as it gets in our world. Snap’s AR lenses are so popular that their online community of users has created more than 400,000 of them that have been applied over 15 billion times – and we’re not even talking about the knockoffs on Facebook and Instagram. Now they’re releasing a new version that will allow people to do everything from combining digital images seamlessly to live scenes in front of them to playing games with their faces (called “Snappables”). Snap says they call them “lenses” instead of “filters” because they “allow you to immerse yourself in something new. Someday in the future, these kinds of experiences will be layered on the world around you with new ways to talk, create, learn, and play.” In an effort to spur that on, they also have a new program named Creator Profiles that will encourage, support, and promote people who make lenses and do interesting things with them. It’s clear that the company is a proving ground for digital and social media invention and gets a great deal of traction. Despite their shortcomings as an organization and a management team (shades of Uber!), their greenhouse environment, willingness to share data to improve tracking and targeting of ads, content generation, partnerships, sticky features, and ability to capture that desirable and hard to reach Gen Z audience makes Snap a great place to focus your own lenses for your brand clients.

ISSUE238MID-APRIL2019

5 SNAPPY

... IT’S CLEAR THAT THE COMPANY IS A PROVING GROUND FOR DIGITAL AND SOCIAL MEDIA INVENTION AND GETS A GREAT DEAL OF TRACTION...

by Josh Sklar, President of Heresy, Author of “Digital Doesn’t Matter (and other advertising heresies)” josh@heresy.co, @ chiefheretic, http://heresy.agency

MARKETING AND ADVERTISING DIRECTORY (MAD) IS OUT

CALL 03-77262588

ISSUE237END-MARCH2019

COVER STORY

HOME-SHOPPING IS STILL HOT! IN THE DIGITAL AGE, IT’S EASY TO PREDICT THAT E-COMMERCE IS LEADING THE RETAIL REVOLUTION. FOR CJ WOW SHOP, THAT IS NOT THE CASE AS IT IS GROWING FAST TO BECOME A MAJOR VOICE IN THIS SPACE. Home-shopping is something many believe will fade away with time; after all, the platform – of course, the ubiquitous television – has lost its crown to video streaming services. Unsurprisingly, those plying their trade on this evergreen service are making the switch over to digital; think mobile commerce and e-commerce. While most will likely wonder about the driving factors, progressive merchants will shoot back: “Why not?!” To those moving to abandon TV networks, and consider TV shopping as long-gone, CJ Wow Shop declared back: “You’re missing out!”

YANHY KIM, CEO, CJ WOW SHOP

ISSUE238MID-APRIL2019

COVER STORY

FOR Yanhy Kim, CEO of CJ Wow Shop, the long-standing commercial retail trend for TV still offers huge potential; specifically, in user engagement and acquisition. While the evolution of retail in the digital era is leaning towards electronic and mobile commerce (ECMC) platforms, Yanhy feels otherwise. “Like it or not, the data and digital divide is still prevalent [among urbanites, suburban, and rural]. Our platform, CJ Wow Shop, wants to close this gap. We do this by making it easier for consumers to access and keep up with these innovations,” he revealed. MARKETING managed to lock in a quick chat with Yanhy to find out how home-shopping is still relevant; especially in the digital era. Read on to also find out about what is in store for the upcoming CJ Wow Shop 3rd Anniversary Bash!

Since opening your doors after three years, almost to the date, how has things been?

Yanhy Kim: When we initially signed with Media Prima for this joint venture, both parties strongly believe this will be a truly exciting experience. This innovative concept saw us bring to the table our expertise as Asia’s #1 home-shopping service provider. As for Media Prima, it is the gateway to a still untapped consumer landscape; one that is primed for the digital economy. Since launch, we have been receiving tonnes of positive customer responses. As for customers, it only continues to grow – just last year, we’ve exceeded over a million customers. As of February 2019, we’ve shot passed 1.2 million! Since the opening of CJ Wow Shop, we’ve been growing nonstop. From targeting specific demographics in mostly urban and suburban areas, which comprise the mass Malay markets, we’re now expanding. Of course, we have been working to provide access to our customers and merchants. This includes putting more emphasis on local products and boosting the local economy. Certainly, this included introducing more impactful end-to-end engagement for consumers that ensure a highquality user experience. Updating the home-shopping format, customer service capabilities, logistics control, and overall performance are necessary as well.

What successes did CJ WOW Shop pulled off? What’s next for 2019?

YK: Let’s start with 2019! Easily, its an iconic year for CJ Wow Shop and that, in itself, is a big win as we’ve come this far.

More importantly, we did so well after the initial roll-out. From driving interest in home-shopping and introducing innovations that drive customer traffic and response, these are all big wins. What we’ve done since launch provided tremendous growths in end-to-end engagements for the consumer. From the programmes on our platform, to the call centre, quality control, delivery, and customer service – all of them have been responsive and provide the very best in user experience. When we first started, we focused on producing content in the national language to make our platform attractive to the Malay market. That includes working on programmes that operate on TV9. It’s the target audience we wanted and after three successful years, we want to diversify. Now we are looking to reach out towards the Chinese customers. While we focused on the Malay market, we had limited engagement on the Chinese TV platforms as well. This includes the live-show that runs on 8TV and NTV7 in odd timing slots. From one- to threehour programmes in the early morning and evening, we sold more than RM300,000 in sales – this proves to us that there is demand in other markets as well. These are huge potentials

that we need to expand into. We’ve learnt since launch that it’s all about proving suitable products that is designed for the right target audience. That means producing and putting out programmes on our home-shopping network that is both attractive and entertaining. As we become better and know what to do, the team realised that there is a need to diversify the content and product profiles. This also includes engaging the hottest trends. Hence, our latest efforts include using Korean-produced programmes and working with popular Korean TV hosts, actors, and acts. Of course, this also includes our efforts with the popular idol group, Wanna One. These moves are considerably successful among mainstay customers and new, younger consumers. In terms of activities, there will be more of that for this year!

Why is CJ WOW Shop still pushing the homeshopping network platform knowing that its target audience now have more choices to consider?

YK: Let’s make this clear and to the point – CJ Wow Shop is a

home-shopping network. That means it is not purely for TV. We are multi-platform and have our own ECMC services. However, these ancillaries only represent 40% of our customer base. 60% still comes from the TV side. Our

shows, now featuring diversified programming and content, are more attractive and that is how we look towards expanding our outreach. Interestingly, yet oddly, what we are doing now is more disruptive and innovative.

ISSUE238MID-APRIL2019

... WE CANNOT IGNORE THE FACT THAT DIGITAL TRANSFORMATION WILL TAKE OVER. THAT IS WHY WE LOOK TO CREATING MORE CONTENT THAT IS DIGITALLY FOCUSED AND SEEK OUT PARTNERSHIPS WITH NEW CONCEPTS...

COVER STORY

CJ WOW SHOP MILESTONES ways, we are making ourselves more mobile friendly. Of course, our bread and butter is always content; that is why we are now preparing shows and materials that are also mobile friendly. Since we have access to CJ E&M data and operational history, we can also spot current and upcoming trends. This is more so for the ones that are popular in South Korea. We learn from that and then move to produce materials that have the potential to go viral. This ties back to our partnership with Media Prima as it has the tools to engage next-gen consumers. We believe there are strong synergies between mobile and home-shopping. Think Instagram and YouTube – these are major platforms that we are working on as well.

Three years in, what has changed for CJ WOW Shop? How will it stand-out against ECMC and added value service players?

YK: The significant changes that CJ Wow Shop have engaged, after turning three, fall back on this one fact: convergence. There are major digital marketplaces now that are doing very well, yet they still want to work with Media Prima. It has introduced events that follow global trends like Singles Day and Birthday celebrations – all to get new eyeballs. So why work with TV then? It’s because they know and understand the potential video content has to offer. That is why major online e-commerce players turn to us and try to create powerful collaborations.

Again, it’s all about the content – what we produced can be used on the ECMC segments! Since CJ E&M is one of the pioneers in the shoppertainment space, we are still considered as the disruptor for home-shopping and, by extension, ECMC. After all, we created and now lead this concept: shopping and entertainment. While most see this convergence as easy for us to do, it’s a challenge since TV is traditional; of course, the platform we’re on is not outof-date and will never be. As an industry leader, we need to make it consistently relevant and somehow tie it back to these explosive digital platforms. After all, TV is still highly accessible and has a massive following, even with streaming networks now disrupting free-to-air services.

• Most accessible shopping platform – MPTV, IP and Digital TV, web, mobile app, and telephone • Achievements: • Surpassed sales target of RM200 million in 2018. • Reached 1 million customers in Sep 2018 (1.2 Million in 2019) • Secured strong base of repeat customers – Top 100 customers spent close to an average of RM14,600 per person on purchases • Recently recognised as ‘Best Mobile Commerce of the Year 2018’ at the Mobile Excellence Awards (MBEA)

What’s next for CJ Wow Shop In the coming months of 2019 and beyond?

YK: We now focus on new growth engines – the Chinese market segment and diversifying our content. With the latter, it’s all about making our content more viral. Our end-goal, for now, is to get to 2 million customers by 2020. In early 2019, we’re already on track and are expecting to hit 1 million mobile application downloads. As we expand our customer base, we need to work towards what more we can do to grow our reach in Malaysia. Will we go out of Malaysia? Perhaps, but for now we want to transform our platform and set it up to be a true innovation leader!

CELEBRATING THREE REMARKABLE YEARS WITH THE BIGGEST SHOPPING CARNIVAL IN APRIL 2019 • •

•

YANHY (FOURTH FROM RIGHT) AND CJ WOW SHOP HOSTS

We cannot ignore the fact that digital transformation will take over. That is why we look to creating more content that is digitally focused and seek out partnerships with new concepts. So far, we’re working with mobile

wallet services and cash payment systems that banks and next-gen payment systems offer. In doing so, our customers can engage different services to pay for orders like splitting payments and using discount vouchers. In many

YANHY (SECOND FROM RIGHT) WITH 1 MILLIONTH CUSTOMER

3-week celebration from March 30 until April 21 2019 Chinese content expansion and taking up more slots in Mandarin on ntv7 – this is starting from January 1 2019; also, further strengthening the Malay content on TV9 Step up entertainment factor by introducing exciting formats like WOW Cantik with Yana Samsudin, focusing on fashion on beauty products starting March 15, every Friday on TV9 at 10am. This new beauty signature will boldly integrate live social streaming into and engage users in new and exciting ways.

ISSUE238MID-APRIL2019

CREATIVE SURGE

IDEAS: THE SCARETIGER STORY LONG before homo sapiens stepped into Malaya, monkeys ruled the high lands. They swung from branch to branch, tree to tree, screeching, stealing food, scratching things and doing whatever it is monkeys do. When the first hairless monkeys (that’s us) appeared, things began to change. Monkeys lost their homes, they became food, pets, target practice and, in some cases, clothing and accessory for the fashionable Negrito. Many hundred generations later, monkeys (the hairier ones) remain a tad upset about the whole thing. Although if it were a Facebook post, the relationship between humans and monkeys can be best described as ‘Complicated’. There’s a school in Padang Halban that trains macaques to climb trees and pluck coconuts. Importantly, it also trains them not to throw coconuts or any bodily excretion at their human owners. Over the past four decades, thousands of monkeys have been taught the trade by a man known

as Tok Wan. After completing the full course (which costs a mere RM150), a monkey can confidently and expertly pluck up to 800 coconuts a day. Other monkeys help Vloggers create viral content. (‘BIT BY A MONKEY in Malaysia’ currently has 26.5K views and counting). They also attract tourists and onlookers to parks and historic sites where the main attractionaccording to officials- is “not monkeys”. OBJECTIVE And then there are monkeys whose main purpose in life is to define the word ‘Nuisance’. They steal fruits, nibble on orchids, rip off car number plates, sexually harass the family cat and more. At a military base in Melaka, rogue simians even overpowered a peaceful postman and looted confidential military documents. It is not known whether the culprits were ever caught. At parks and tamans surrounded by forests, gangs of monkeys violently overturn trash cans in search of sustenance. Early morning joggers are often

CREATIVE SHOWCASE

IKEA recently launched their most sustainable store in Greenwich, London. To promote this sustainable travel initiative, IKEA have found a media first. The outdoor media campaign across South East London takes advertising sites across the area, repurposing them as directional signage towards the new IKEA Greenwich. Category

Retail services Client

IKEA Agency

Mother, London Country

United Kingdom

greeted by the sight of yoghurt bar wrappers and diet cola cans they threw away the day before. How do you keep monkeys away, whether from trash cans or public areas? And can we really blame them for encroaching into the city after their leafy comforts were unceremoniously chopped down? CHALLENGE Every local university worth its salt will tell you they’re working on monkey-proof bins. Students from Universiti Kebangsaan Malaysia (UKM) once concocted a sambal belacan peanut mixture and attempted to feed them to unwary monkeys to deter/ repel these trespassers. The monkeys are still around to this day, many with the hots for a midnight buffet at the university’s tong de sampah. A quick search online will produce a list of ways to keep these nuisance-on-two-legs away. From hanging reflective CDs, to rubber snakes (alternate their resting places so that they appear alive and hissing), to

powerful water sprinklers. There are even monkey-proof bins. Invented many years back, these bins have somehow not caught on- possibly owing to the fact that lids are too heavy, the garbage is hard to remove, or most likely, adult humans themselves are baffled over how to use one. TRUTH Monkeys are afraid of a lot of things. Like bigger monkeys, for example. According to the BBC, the Indian parliament once hired 40 people to impersonate larger monkeys to scare away smaller monkeys. “These people mimic the sound of the langur, and it scares the smaller, red-faced macaques away,” said New Delhi Municipal Corporation’s Chief Health Officer with a straight face. Regrettably, the scarers did not dress up as langurs. Should efforts fail, the next step would be to pelt them (the monkeys) with rubber bullets until they learn not to enter government buildings. ANSWER Not to be outdone, PLUS officials at the Sg Perak R&R decided to one up the Indians. If monkeys are afraid of bigger creatures, what if we placed, say, a tiger in our vicinity to scare away these fur pests? And so, a wire cage was erected at the Sungai Perak R&R. Inside, officials placed a life-sized sculpture of a tiger. From a distance, it really looked as if there was a large striped cat, mouth perpetually open, on a full-alert guard duty at the rest stop. Lo and behold, the ‘tiger’ succeeded in keeping the monkeys away. Enterprising

youngsters even took it a step further and started flogging tiger urine gel and tiger urine spray (get yours at fb.com/gelkencingharimau) to accompany your personal scaretiger. The news spread on social media, and for a while, certain officials believed they hit upon a Nobel prize-winning idea. Unfortunately, the story doesn’t even end with an Effies case study. Nor will it be written about in a more respectable publication. One of the braver monkeys eventually figured that either 1) The tiger is dead, on account that no living monkey has ever seen it move, or 2) The tiger can’t get out the cage. Slowly, the macaques started coming back. They got nearer and nearer to the structure. A few people will even swear they saw these long-tailed lowlifes tap dancing on the cage. Things returned to normal at the R&Rthat is, if normal can be defined as monkeys mercilessly taunting and terrorizing unsuspecting motorists. As for the tiger urine gel and tiger urine spray? I hear they’re doing a roaring business.

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

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ada IS FRIESLANDCAMPINA INDONESIA’S DIGITAL MEDIA AGENCY Independent data-powered digital marketing agency ada has been awarded digital media advertising duties as FrieslandCampina’s Digital Media Agency following a competitive pitch process. FrieslandCampina has a long history in populous Indonesia, where it’s been present for over 90 years. Today it processes 600 million litres of milk a year through a variety of dairy brands, such as Frisso, Frisian Flag, Yes! and Omela. ada’s appointment will be for two years and covers datadriven digital media planning and implementation. Their delivery will be anchored on an “audience first strategy” for FrieslandCampina’s different brands.

ada will use its proprietary data and tools to understand Indonesian consumers’ dynamic behavioural profiles at different life stages. This allows ada to help FrieslandCampina target specific individuals across multiple, relevant platforms (both online and offline), and to move them down the customer journey funnel towards acquisition. Srinivas Gattamneni, CEO of ada says, “We have done some great work for FMCG brands in Asia around lead generation and awareness. I know that we can help FrieslandCampina, with their great legacy, to grow their customer base further in the local market.”

Campbell has been with Ogilvy for 14 years, starting his career with the agency in Sydney, Australia, followed by a three-year tenure at Ogilvy in New York. He moved to Malaysia in 2013 and has held regional leadership roles across key clients such as Mondelez, The Coca-Cola Company, and Kimberly Clark, as well as an array of Malaysia based clients such as U Mobile, and Heineken Brands. Kurt, who is from Chicago, USA, is not new to Ogilvy, having worked with the network in 2010 where he helped create one of the most diverse groups of creative expertise at Ogilvy in Paris. He has lived in the US and Russia, and until more recently has called France his home.

NEWS

SONGWRITERS UPSET WITH SPOTIFY

OGILVY MALAYSIA NEW MANAGEMENT LINEUP

GAME OF THRONES WITH KFC

Ogilvy veterans Nizwani Shahar and Campbell Cannon have been promoted to Co-Chief Executives at Ogilvy Malaysia, whilst Kurt Novack has joined the office as Group Executive Creative Director. Nizwani joined Ogilvy Malaysia in 2011, proving to be a force of nature in delivering growth for clients while she was lead on Nestle and in guiding the agency through its win of the CIMB business. Her strong foundation in account management and strategy has seen her raise the bar of

Ogilvy’s explosive ‘Hot & Spicy’ campaign for KFC is back to celebrate the premiere of the final season of Game of Thrones. The social-led campaign features static and animated visuals of a flame breathing dragon – with the fireballs produced by the beast seamlessly swapped out with KFC’s classic Hot & Spicy chicken. As well as launching online, the refreshed campaign also includes additional executions that will feature in print advertising and key outdoor media.

creativity in marketing, making her a strong and positive influence for female leaders in the workplace.

Nile Rodgers, Kenneth “Babyface” Edmonds, Greg Kurstin, Frank Dukes, Benj Pasel and Justin Paul, Mike Elizondo, Murda Beatz, Ross Golan and Teddy Geiger are just among the few of the songwriters who are angry with Spotify. While Amazon, Google and SiriusXM/Pandora also joined the appeal – which challenges the Copyright Royalty Board’s decision to increase the compulsory mechanical rates paid to songwriters by 44% over the next five years – the songwriters singled out Spotify, as it has attempted to deflect criticism over the appeal by mentioning its “Secret Genius” programmes and awards, which are intended to promote songwriters, producers, engineers and other less-recognised people behind hit songs. “We’re hurt and disappointed,” the songwriters wrote in the letter, which was addressed to Spotify chief Daniel Ek and posted on social media. “Now, we can see the real reason for your songwriter outreach. You have used us and tried to divide us but we stand together,” the letter continues. “Our fight is for all songwriters: those struggling to build their career, those in the middle class and those few who have reached your Secret Genius level. But none of us are ‘secret!’ We all create the one thing you sell… songs. “Do the right thing and drop your appeal of the Copyright Royalty Board rate determination,” it concludes, before signing off as the “Not So Secret Geniuses”.

CREATIVE SHOWCASE

Jeep Wrangler comes with an easyto-remove roof. But how do you communicate this design function to an adventure-lover? By featuring tribal-hitchhikers with tall, oversized headgears, we show that you can always easily make room to accommodate your wildest adventure.