www.marketingmagazine.com.my
ISSUE #256 JULY 2020
popculture
WEEKENDER
Much adoe about nothing
WEEKENDER
popculture
EDITOR'S NOTE
COVER STORY
致从未和我们登广告 的行销商
AdMinistered by netizens!
我只想跟大伙说说高端市场的 汽车广告。
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在这组别中的品牌持有人都 已知道, 当下汽车便宜至少 RM10,000 或更多。
Every Saturday morning, one of our 30,000 affluent readers completes his vital WEEKENDER reading before hitting the pool.
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Short of admitting I have been newsbombed with the Tourism case, SRC, Loan Moratorium and Sabah shockers every day of this week,...
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Thirty Second Cinema.
In London, in TV advertising, in the nineteen seventies something truly wonderful happened. And it had little to do with ‘Electric Soup’ or the ‘Devil’s Dandruff’.
MARKETING WEEKENDER is published by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad 1, Taman Tun Dr. Ismail 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 ham@adoimagazine.com. 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.
For media planners who prefer reading in Chinese, here’s my Editor’s Note again....
For English version, click here
4 ISSUE256JULY2020 | WEEKENDER 主编的话
致从未和我们登广告 的行销商
我只想跟大伙说说高端市场的 汽车广告。 在这组别中的品牌持有人都已知道, 当下汽车便宜至少RM10,000 或更多。 原因在于汽车业获得销售税减免, 在今年结束前, 本地装配（CKD）汽车将
5 ISSUE256JULY2020 | WEEKENDER 主编的话
……要卸载今年初从整体 媒体持有人以批量折扣方 式购入大量媒体库存（可 能尚未支付）并需清理他 们的收件匣，对他们来 说，可就更容易了…… 有100%的销售税豁免, 而整装进 口 (CBU) 的新车也有50%的销售 税减免。 这意味着 Mercedes, BMW, Audi, Volvo, Lexus等品牌对本杂志的读 者来说形势喜人。 我们的读者更富裕，他们还 开着MINI Clubman, Porsche Panamera 和 Cayenne等品牌轿 车, 同时坐拥两间屋子/公寓、多张 信用卡, 而他们的孩子则进入高等 私人学府。
我是在开玩笑吗？ 不不不。 我告诉您这些，全因您的媒体策 划人不会。 由于他们需要清理收件匣, 要卸载 今年初从整体媒体持有人以批量 折扣方式购入大量媒体库存（可 能尚未支付）无疑是更容易了。 为了要达到他们的关键绩效指标 (KPI), 他们可以很方便地就以模版 化的度量标准图表帮助推行, 而这 些图表也正来自您依赖左手推算 的相同資源, 以及需要大量货币化 的专有工具。 请别怪他们。 但为何你会受困于这一切？ 说穿了, 那是因为您为了要达到您 的关键绩效指标 (KPI), 您不顾一 切, 压榨了他们的每分每毫 (于一 些残酷的竞争竞标过程中), 而如 今只有“盲人导盲——外行教外 行”了。 投资回报率 (RO I) 以 及 所 有 的 胡说哄骗同时 失 去 的 , 由 "点赞" (Likes)、"粉丝" (Followers) 和 "观看" (Viewers) 取 代，最后反而由比黑社会还黑暗 的算法所决定。
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不好意思，我离题了。 回聊汽车品牌。 来个简单的数学：您的销售人员 售出每部车子能得多少佣金？约 RM15,000以上？其实, 不到那费 用的一半, 您就可以得到40,000的 发行量, 而我的读者群却还没开始 呢。 这些都是先行者、领跑者（语无 双关), 而大多数人都已优雅地老化 （财力雄厚）。
……您是一名精明的行 销商, 现在务必掌握方 方面面的商务战术： 销售、销售、再销售。 底线是：我们为您精 打细算地推销更多汽 车…… 如果没有其他事情, 作为一名汽车 迷，他可对您的品牌钟情迷恋。
年轻一代几乎买不到自己的房子, 我是不需要告诉您的。
如果RM5,000 太贵, 以至于无法 转换成至少五名买家, 那您仍然 可以跟您的媒体策划人来个「射 空弹」。
因为您是一名精明的行销商，现 在务必掌握的就是方方面面的商 务战术：销售、销售、再销售。
毕竟, 我们只处于他们菜单的下 方, 永远无法与“每日列汤”相竞 争。
底线是：我们为您精打细算地推 销更多汽车。
或者说, 我们永远处于“每日头 条”的最下方。
为了向董事局证明这一切, 只需 告诉他们那是 "集群营销 (cluster marketing)" 即可。
当然, 您也不例外。
到了年底, 当利基细分市场的增量 销售加起来成了优渥丰收时, 他们 自然就会解决其他剩下的问题。 请 Whatsapp Jarrod 手机号 018-220 0682 以查看更多。
在此查看最新一期。
Translation done by award-winning Creative Director Poon See Hian.
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THERE IS SOME WISDOM TO BE HAD IN TAKING THE GLOOMY VIEW AND LOOKING UPON THE WORLD AS A KIND OF HELL. Arthur Schopenhauer, Parerga and Paralipomena, 1851
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THE CURRENT GOVERNMENT WAS NOT A GOVERNMENT FOR THE PEOPLE BUT FOR THE PARTY HOPPERS.
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Veteran Umno lawmaker Datuk Seri Nazri Aziz while paraphrasing Abraham Lincoln’s “government of the people, by the people, for the people”, in Parliament last week.
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SHOULD BE GOOD THEATER THIS WEEK AS 4 OF THE WORLD’S MOST POWERFUL MEN PRETEND THEY GIVE A SHIT ABOUT WHAT CONGRESS THINKS. CREATIVITY IS SEEING WHAT EVERYONE ELSE HAS SEEN AND THINKING WHAT NO ONE ELSE HAS THOUGHT. Bob Hoffman
LAUGHTER IS TRUE ALIGNMENT.
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Abraham Hicks
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8 ISSUE256JULY2020 | WEEKENDER LETTER ABOUT READER
Every Saturday morning, one of our 30,000 affluent readers completes his vital WEEKENDER reading before hitting the pool. He also own two cars and a property in Penang. Just saying this to media planners, so they know what sort of readers we have and if they feel we are suited for ads from hair removal brands.
Client: Yakult Advertising Agency: GrupoRai, SĂŁo Paulo, Brazil
9 ISSUE256JULY2020 | WEEKENDER COVER STORY
AdMinistered by netizens! BY THE HAMMER
S
hort of admitting I have been newsbombed with the Tourism case, SRC, Loan Moratorium and Sabah shockers every day of this week, I need to
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revisit what happened last week which could have gone south of Mentakab very fast. UMNO-PKR-Bersatu, BNPH-PN stalwart Dato’ Saifuddin bin Abdullah who’s Minister of Communications and Multimedia got global headlines with a move that startled many of his alumni at MCKK. Said to be a progressive thinker the Mentakabborn politician even led a demonstration against his abusive headmaster when he was head boy in Standard 6. A campus politician in his university days, and a “mandi sungai” boy his street creds impressed many. On a move to reduce corruption and save the government money, he once said, “We don’t have to go witch-
hunting because there would be no end to that.” But his announcement last week was anything but cool. He gabra everyone and the media world by fishing out a law in the face of digitalization, just after four months into office. He cited the National Film Development Corporation (FINAS) Act 1981 which mandated that both “mainstream and personal media” needed a licence to publish films on “social media and traditional channels”.
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“We don’t have to go witch-hunting because there would be no end to that.” Saifuddin Abdullah
This sent content creators, including my YouTube loving Labrador into a tailspin. The Indera Mahkota MP, initially took aim at the AlJazeera documentary Locked Up In Malaysia’s Lockdown and whether it was licensed by the National Film Development Corporation (FINAS) before it
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began production. But this soon bloomed into a parliamentary fracas, involving his colleagues in the previous ruling coalition. “The bizarre licensing requirement imposed on shooting videos for news coverage is a blatant violation of press freedom and the right to information,” said Ravi R Prasad, advocacy director for Vienna-based International Press Institute (IPI). While YBM was adamant at first, a massive online backlash forced him to announce that the law would not be used on individual social media users whether on TikTok, YouTube or other platforms.
“The bizarre licensing requirement imposed on shooting videos for news coverage is a blatant violation of press freedom and the right to information,” Ravi R Prasad
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He also added that the government of the day supported media freedom, and would be updating the 39-yearold law. FINAS chairperson Zakaria Abdul Hamid chipped in skillfully, “Documentaries will require licences but news coverage no need.” He seemed to encourage news agencies to apply for the licence, which needs to be renewed annually and can be denied or revoked by FINAS without explanation nor can the decision be challenged in court. FINAS Chairman Dato Hans Isaac, whose contract terminated two months ago Facebooked some sage advice, “I honestly say that I think YBM KKMM didn’t get the right advice from FINAS before answering questions in Parliament regarding this.” From whimsical to whimper overnight, I think people were shocked with the audacity of it all above anything else. Just for the record, about 5 billion videos are uploaded to
“Documentaries will require licences but news coverage no need.” Zakaria Abdul Hamid
YouTube globally every day. You can work out the Malaysia numbers and imagine every Malaysia doing nothing else but checking on uploads. So till the next news cycle, sacrificial slaughtering has a new rule this weekend: only 10 cows will be allowed for slaughter at a certain place with no more than 20 people per animal.
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PRODUCTION, DISTRIBUTION AND EXHIBITION OF FILMS No person to engage in all three activities of production, distribution and exhibition of films 21. (1) Subject to the provisions of this Part, no person shall engage in all three activities of production, distribution and exhibition of films but he may, however, engage in any one of the following combinations of activities — (a) production and distribution; or (b) production and exhibition; or (c) distribution and exhibition, of films. (2) Subsection (1) shall not in any way be construed as preventing a person from engaging in only one of the activities of production, distribution or exhibition of films. Activity or combination of activities to be licensed 22. (1) No person shall engage in any of the activities of production, distribution or exhibition of films or any combination of those activities as specified in subsection 21(1) unless there is in force a licence authorising him to do the same. (2) An application for a licence shall be made on the prescribed form to the Perbadanan, and the licence may be issued on payment of the prescribed fees for the prescribed period and subject to such terms and conditions as may be imposed therein. (3) The Perbadanan may refuse to issue a licence without assigning any reason therefor or it may issue a licence subject to terms and conditions, and its decision in any case shall be final and conclusive and shall not be challenged, appealed against, reviewed, quashed or questioned in any court. Under Section 22(1) of the Perbadanan Kemajuan Filem Nasional (FINAS) Malaysia Act from almost 40 years back, producing, exhibiting or distributing a film requires a licence from Finas. The subsection states a licence can be denied without any reason given; violation of this law may result in a maximum two years imprisonment, a maximum RM50,000 fine or both.
15 ISSUE256JULY2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN
Thirty Second Cinema.
Part I. Luminous images. By Paul J Loosley
In London, in TV advertising, in the nineteen seventies something truly wonderful happened. And it had little to do with ‘Electric Soup’ or the ‘Devil’s Dandruff’.
16 ISSUE256JULY2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN
Let me explain. Robert Shail of Leeds Beckett University, a professor of film, talked about a new strain of 1970s advertising film director who brought, “a renewed sense of cinematic style and commercial acumen in an industry sorely in need of both”. You see, for years, up until then, TV adverts had been the province of dull, plummy, snooty, reactionary, stuffy admakers whose upper crust tone of voice talked down from on high to that general scum who were the lower classes. Well, finally the scum wouldn’t put up with it. Sam Delaney, a new generation adman, pointed out, “this was a time in which social, political and cultural forces aligned to transform an industry that had once been dull and uninspiring into a hotbed of creativity”. Britain’s new generation of admakers were still bathing in the mindaltering light of the 1960s and were strongly influenced by creative luminaries rising from the lower classes. Radicalized British artists who began to
Ridley Scott
Tony Scott Alan parker and David Puttnam
Lee Grieveson’s book “Cinema and the wealth of nations”
17 ISSUE256JULY2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN
Delaney’s book “Get Smashed”
Adrian Lyne Hugh Hudson Alan Parker
dramatically dominate theatre, photography, art, music, politics and fashion; people like Bridget Riley, Vivienne Westwood, Harold Pinter, David Bailey, Peter Cook and Lennon & McCartney. Not to mention antiestablishment movie directors like Lindsay Anderson, Ken Loach, Tony Richardson and John Schlesinger
And so, from this newly enlightened society emerged a glowing nucleus of TVC film directors with names many of you may well recognise: Ridley Scott, his brother Tony, Adrian Lyne, Hugh Hudson and Alan Parker. Makers of dazzling TV commercials who went on to become very wealthy, very famous and some even to be elevated to knights of the realm. Chaps who effortlessly transitioned from thirty seconds of clever, entertaining and thoroughly brilliant bits of communication for Hovis bread, Saab motor cars, Levi Jeans, Bird’s Eye Beef burgers and British Airways, to full-length feature films with names you must know; Gladiator, Alien, Top Gun, Flashdance, Chariots of Fire, Midnight Express and more. Tons more. Notable British film producer and educationalist Lord David Puttnam provides some insight, “[they] revolutionized the smallscreen commercials art-form”, he goes on to describe their work as, “luminous images and mini-features using real people and real stories”. Another
18 ISSUE256JULY2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN
film scholar, Lee Grieveson, with regard to the study of spectatorship, coins the phrase ‘industrial psychology’, a term that could be easily attributed to the skilled subversive art of the advertising film and the ultimate objective of the advertising director when he says, “film viewing is an abandoning of conscious mental processes”. Above all, this is the acquired skill to communicate effectively, swiftly and deeply that these TVC makers learnt which successfully connected the 30 second film to the longer cinematic experience. In consequence, these TV commercial directors assumed celebrity status, so much so, their names were heard around the globe – even in Hollywood. Over the next few weeks, in a short series of articles, I am going to shine a light on how five of these British film-makers rose from the streets of Britain and successfully perfected the art of communicating in a fleeting few moments on the television goggle-box onto and into the dazzling light of the American cinema screen; and to uncover how the usual
“film viewing is an abandoning of conscious mental processes” disciplines of scene, sexuality, montage, character and sound, when transferred from thirty seconds into two hours plus can totally subvert the status quo. And finally ‘see the light’. Next week. Part II. Ridley Scott. ‘As good for you today as it’s always been’. Paul J Loosley is an English person who has been in Asia 40 years, 12 as a creative director and 26 making TVCs. And still, for some strange reason, he can’t shut-up about advertising. Any feedback; mail p.loosley@gmail.com (please keep it glowing).
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Client: AliExpress Agency: JQR Brazil
Marketing Weekender Total Reach: 29,000
Contact Jarrod 018 2200682 jarrod@adoimagazine.com