www.marketingmagazine.com.my
ISSUE # 274 DECEMBER2020
popculture
WEEKENDER
Christmas gifts Tourism and more...
WEEKENDER
popculture
EDITOR'S NOTE
Salute!
COVER STORY
New Lessons In Marketing Based On Old Truths
04 09
Nobody wins in the game of favouritism I read last week the good news of Malaysian minorities appointed as mayors in America and New Zealand...
When Melisa and Sharaad of Astro Awani’s Consider This show asked me today about the brain drain in our industry, I suggested, “It’s more of a brain bleed!”
05 12
Fine year-end for Google and Amazon.
French data regulator CNIL has hit tech giants Google and Amazon with some heavy fines...
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.
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AN IDEA UNSPOKEN IS A SAFE ONE, WHICH NOT ONLY CAN’T BE STOLEN, BUT IT CAN’T BE TESTED, CRITICIZED, IMPROVED OR USED IN THE REAL WORLD. Seth Godin
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WHILE MCMC HAS BEEN ABOVE BOARD WITH STATE GOVERNMENTS CONVINCING THEM TO OPEN UP, THE MOMENT MCMC LEAVES, THE TELCO CEO GETS CALLED FROM KONCOKONCO (OPPORTUNISTS) AROUND THE MENTRI BESAR WHO SAY ‘HOW CAN WE MAKE MONEY FROM THIS, YOU ALL ARE MAKING SO MUCH MONEY, SURELY WE CAN MAKE SOME CUTS HERE AND THERE
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Afzal Abdul Rahim, CEO of TIME dotCom, commenting during a media briefing on Jalinan Digital Negara (Jendela) recently.
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TONIGHT I NEED TO FINISH SLIDES FOR A PRESENTATION, I NEED TO FINISH A BUDGET, AND I NEED TO FINISH SOME COMMUNICATION WITH THE NATIONAL INSTITUTES OF HEALTH. BUT SCIENCE IS NOT A JOB. IT’S SOMEWHERE BETWEEN A HOBBY AND A PASSION.
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Florian Krammer, Professor of Vaccinology at Icahn School of Medicine, in Fast Company magazine on Secrets of 10 of the World’s Most Productive People. (Illustration, Tim McDonagh)
4 ISSUE274DECEMBER | WEEKENDER EDITOR’S NOTE
Salute! ABDUL SANI ABDUL MURAD •
ANDREW PINTO • ANDREW YEOH • ANGELINA VILLANUEVA • BEN FOO •
BENJAMIN WOO LIK KANG • EDMUND LEE • F A R H A N HA FET Z • F ER N IE JASMINE ABDUL GHANI • GIGI LEE CHING YEE • JOVINA TAN SIEW CHING • KONG EE LYNN • MARTIN VOON • MOHD SHAHRIZAL ABDUL RAHIM • NIZAM SANI • RAYMOND SIVA • SCHRENE GOH • SHAZLINA MOHD SUFFIAN • SHEENA FONG • SHIRLEY NEW • SUTAPA BHATTACHARYA • T A I K A M L E ONG • THA M YEN LEE
5 ISSUE274DECEMBER2020 | WEEKENDER COVER STORY
New Lessons In Marketing Based On Old Truths THE HAMMER
When Melisa and Sharaad of Astro Awani’s Consider This show asked me today about the brain drain in our industry, I suggested, “It’s more of a brain bleed!” The number of talented Malaysians who are now shining on the world advertising stage do not live in Malaysia anymore. Not for some years now.
I see them at global shows like Cannes Lions and we catch up. But as I make my way back to KL after celebrating their wins along the French Riviera, I am saddened they are going back to New York, Beijing, Shanghai, even Singapore... Once on a return flight home from Nice, I penned a long letter to Talent Corp and listed in detail
6 ISSUE273DECEMBER2020 | WEEKENDER COVER STORY
... They still think the creative economy is just stage arts, animation projects and music... where our “talents” have gone and what their current status were. I picked about 20 of our best home grown creative talent, but till this day I have yet to hear from them. Talent Corp, that is. You see, as I narrated on Consider This creativity is key to the growth of the advertising industry. And in turn are the engines of a market economy. But this understanding will never be grasped by policy makers who have yet to understand the concept of a creative economy. They still think the creative economy is just stage arts, animation projects and music. Before I get off this tantrum train, I declare that I am ready to sit with anyone of note on this subject to move the ball forward for Malaysia.
Next.... The pandemic is reminding us to focus our messaging and sharpen our thinking in a new age of realisation. Stop, think and REALISE. 2021 will be about the truth mantra and to quote my favourite agency’s motto: Truth Well Told. Meaningful connections must now have real meaning. Bullshit walks and superficiality runs. The infatuation with advertising as we knew it is over. I am told TikTock and Instagram reels are making
Ham at Cannes Lions with Malaysian and old colleague from ad agency McCann Erickson KL, SY Lau who is Senior VP, Chairman in Group Marketing & Global Branding of Tencent Holdings Ltd
7 ISSUE274DECEMBER2020 | WEEKENDER COVER STORY
algorithm-aware users out of Gen Zers...someone, please save us! Onto something lighter... the art of gifting during Christmas is not about the price of your present but the thought that went into the gift. It is personal and customised: two marketing truths that will dictate whether marketing succeeds or not. The hard business lessons from the pandemic will also not just evaporate when we are “normalised” by the vaccine. Instead the lessons will remain as healthy scars reminding us that things never be the same.... I also hope 2021 is the year when the cumbersomeness of mobile marketing finally morphs into a real business tool.
Tripping on Tourism The government boldly announced yesterday, “Our goal is to brand Malaysia as the Top of Mind Ecotourism Destination of the World.” Nice. Assuming there’s a workable budget for this, and it will be a pitch, I predict the following scenarios unfolding based on my
... Mysterious global experts and freshly minted Datuks will step forward to dispense worldchanging ideas. In the past, one of them owned a three-man travel agency... 30 years of observing Tourism Malaysia advertising pitches... Since everyone says the government is the only one spending these days, officers sitting pretty in govt. advertising and promotions departments will now scale new heights of arrogance and worldly wisdom that will impress only themselves to no end. Tenders will be called and received in lightning quick time, with agencies falling over each other to the glee of public officers. Mysterious global experts and freshly minted Datuks will
8 ISSUE274DECEMBER2020 | WEEKENDER COVER STORY
step forward to dispense worldchanging ideas. In the past, one of them owned a three-man travel agency. Instant middlemen following the food chain will pop out of nowhere offering super human skills in bridging the mediocre with the mediocre. Everybody, including ex newspaper columnists (not me), will surface as credible contenders.
Agencies of all kinds and disciplines will reinvent themselves into bizarre new permutations to stay in the running. Finally, are the decision makers qualified or wise enough to pick the right ideas that will make a difference? No. Happy Holidays.
WISDOM FROM THE SEAS... As my fisherman friend in Dungun squats in the shallows at dawn break with rokok daun smoke hugging his face and the bliss of little waves slapping his ass, he settles down to the most important business of the day. Content after unloading his contents, he looks up and wonders, “Pitih tu lah.” Excerpt from coming book “Tales of a Turbanned Stranger”...
9 ISSUE274DECEMBER2020 | WEEKENDER MALAYSIA BOLEH
Nobody wins in the game of favouritism Celebrated global creative icon speaks out for talented Malaysians
I read last week the good news of Malaysian minorities appointed as mayors in America and New Zealand. The same week a politician in Malaysia said there was no need for minorities to be represented in government. An odd statement in an increasingly inclusive and progressive world. I left Malaysia for Singapore about a decade ago for the exposure and experience, to paint on a regional canvas and see the outcome on a global scale. Working with over 20 offices across 10 countries in the AsiaPacific, I could focus on the job without the distraction of racial and religious politics. The team was American, Canadian, English, French,
Scottish, Irish, Dutch, Italian, Brazilian, Chinese, Taiwanese, Japanese, Korean, Indian, Sri Lankan, Filipino, Vietnamese, Thai, Malaysian, Singaporean, Indonesian, Australian ... It was all about the power of the idea, the quality of the work, the value one brought to the table. Meritocracy. No one was made to feel second-class or treated like an outsider because of the colour of his skin or the God he believes in. The only thing that mattered was the person’s ability. The work we produced won the Cannes Lions Grand Prix, the D&AD Black Pencil and the Facebook Award for Innovation. We were crowned Campaign Brief Asia Network Of The Year twice
10 ISSUE274DECEMBER2020 | WEEKENDER MALAYSIA BOLEH
Maradona Mokhtar Dahari
Soh Chin Aun Santokh Singh
... The places went to the best people who brought different perspectives, deeper insights and better ideas...
and Adfest Network Of The Year thrice. This would not have been possible if places on the team had been reserved for only one type or class of people. The places went to the best people who brought different perspectives, deeper insights and better ideas to the table. The best players in the English Premier League are English, French, Dutch, Egyptian, Korean, African ... The best Malaysian
Arumugam
football team of all time comprised Mokhtar Dahari, Soh Chin Aun, Arumugam, Santokh Singh, all sorts. Multiculturalism on a level playing field brings out the best in people, the organisations they work with and the countries they represent. Discrimination demotivates. There is no reason to work hard when the work is not recognised. There is no reason to try when one doesn’t have to. Nobody wins in the game of favouritism.
11 ISSUE274DECEMBER2020 | WEEKENDER MALAYSIA BOLEH
The favoured sits back, the disenchanted walks out. Everyone loses when the demotivated team is dismantled by another more motivated to win. Multiculturalism brings more to the table. More resources, more insights, more perspectives, more creativity, more empathy, more depth. Meritocracy inspires innovation, spurs productivity and creates value. Global organisations like Facebook, Amazon, Alibaba, Tencent, ByteDance, Apple, Samsung and Dyson recognise this. It comes as no surprise that these businesses are investing billions in Singapore and other economies that are becoming more inclusive, progressive and global by the day. Malaysia can opt in or lose out.
Ted Lim is probably the most decorated Malaysian in the global advertising industry. He left Malaysia in 2012 and worked as Regional Chief Creative Officer at Dentsu Asia-Pacific until June this year. Ted spoke at the World Knowledge Forum in 2016, was Cannes Lions Jury President in 2017 and recognised by AdWeek as one of 13 global creative leaders whose ideas are advancing advertising worldwide in 2019. He is now an independent creative consultant to a coterie of progressive clients and ad agencies in Singapore and Malaysia and advisor to a tech start-up in America.
12 ISSUE274DECEMBER2020 | WEEKENDER IMPLIED CONSENT
Fine year-end for Google and Amazon. French data regulator CNIL has hit tech giants Google and Amazon with some heavy fines for placing non-essential tracking cookies without user consent or notification. Google will pay €100 million and Amazon will
13 ISSUE274DECEMBER2020 | WEEKENDER IMPLIED CONSENT
... Google’s issue was that their opt-out system for personalized advertising did not appear to be functioning properly. Users that selected the option to deactivate personalized advertising were given one particular ad tracking cookie that continued to store and process relevant information... pay €35 million for the infractions, which took place over the course of the past year. France’s Data Protection Act (DPA) was amended to fully adapt to the terms of the EU’s General Data Protection Regulation (GDPR) in mid-2019. Article 82 of the DPA requires clear prior collection of consent and user notification about the specifics of how non-essential tracking cookies will be used, something that CNIL found wanting in Amazon and Google’s use of them on its websites. Amazon’s French site (Amazon. fr) was operating under a policy of “implied consent” with a banner that notified site visitors that
continued use of the site was a tacit agreement to the use of tracking cookies. CNIL ruled that this was not in keeping with the DPA’s consent and transparency requirements as the notification did not make clear that the tracking cookies were going to be used for personal customization of display advertising. Google’s issue was that their opt-out system for personalized advertising did not appear to be functioning properly. Users that selected the option to deactivate personalized advertising were given one particular ad tracking cookie that continued to store and process relevant information. CNIL also found that a Google site banner outlining its use of tracking cookies was inadequately specific about how they were being used. In determining the fine amounts, the CNIL ruling cited the fact that the personalized ad system would communicate with and be visible on websites other than those owned by Amazon, and the fact that millions of French citizens make regular use of the online retailer’s services. Google had already removed the ad cookie in question in
14 ISSUE274DECEMBER2020 | WEEKENDER IMPLIED CONSENT
September and has since updated its banner notifications on its French sites, though CNIL has filed an injunction claiming that the new banners are also inadequate and that the company may be fined €100,000 per day if it does not correct the matter within three months. THE END OF TRACKING COOKIES? Google has committed to ending the use of third-party cookies in its Chrome browser by the end of 2022, but has not made clear exactly what the alternative would be for personalized ad tracking. This has led to an outcry from the digital marketing industry and has resulted in a probe by regulators in the UK into
the idea, after a coalition of smaller tech companies and publishers brought a complaint. The UK regulator is expected to announce whether a case will move forward sometime in January. The industry still does not have a clear picture as to what would replace tracking cookies to facilitate personalized ad delivery, but this has not stopped other companies (such as Apple) from already making aggressive moves to limit the ability to track users. It is also important to note that both Google and Apple continue to make use of their own first-party cookies and have not yet signaled any intent to dispose of those. Source: CPO magazine
15 ISSUE274DECEMBER2020 | WEEKENDER BOB HOFFMAN
Apple’s app tracking framework has got Facebook’s knickers in a twist. Now Facebook is championing privacy and small businesses in an ad campaign in newspapers! “Facebook, perhaps the world’s most contemptible and irresponsible abuser of individual privacy, is accusing Apple of the unpardonable sin of allowing users to control who can track them,” says Bob Hoffman.
16 ISSUE274DECEMBER2020 | WEEKENDER TRENDS 2021
Dentsu launches Creative Trends report 2021 This Brave New Normal trends report explores consumerdriven trends that provide businesses and brands with new opportunities created by a post-covid world of accelerated change. The report is filled with examples of idea-led experiences that signal how marketers can secure growth in 2021 and beyond.
This report was created by a team of strategists, creatives and technologists from across dentsu’s global creative offering including experts from award-winning agencies dentsumcgarrybowen, Isobar, and 360i and other global awardwinning agencies including Taproot Dentsu, Merdeka LHS (Coca-Cola For The Human Race) and many more.
17 ISSUE274DECEMBER2020 | WEEKENDER TRENDS 2021
The report includes case studies from across the globe including insights and case studies from Dentsu Inc’s worldleading innovation teams. Five key trends for 2021 are: 1. The Virtual Experience Economy Accelerated by the pandemic and enabled by 5G, we will see a dramatic increase in virtual products and experiences. Unrestrained by the physical space, we will reimagine what a concert, conference, class or even product can be. How much would you pay for virtual couture? 2. The Real ‘We’ In parallel, we will see a powerful desire for simplicity
and authenticity. Front line workers, farmers and activists are our new heroes. A new commercial model is emerging rooted in direct, disintermediated relationships between creators and the communities they serve. 3. Human Contactless As contactless technologies make stores less human, online commerce will become more social and more personal, powered by next generation live streaming platforms. Get ready for a “QVC for Generation Z”, to reimagine stores as studios and staff as entertainers. 4. Me, Myself and AI Amidst the pandemic, personal health data became public property. In a future where Alexa can diagnose a cold, cars
18 ISSUE274DECEMBER2020 | WEEKENDER TRENDS 2021
“It’s tempting to see 2020 as a story of polarisation. Yet in many ways it has been a story of radical collaboration. As our physical worlds became anxious and constrained, virtual experiences were charged with emotion. Able to touch less, we found ways to feel more.” Patricia McDonald, Chief Solutions Officer, Creative at dentsu international
can identify distracted drivers and our bank accounts can track our carbon footprint, we expect an ongoing tension between privacy, personal wellbeing and public interest.
5. The Urgency of Allyship Alongside individual wellbeing, as social inequalities widened and the Black Lives Matter movement gained momentum, we saw new-found urgency around brands as a force for social good. Going forward, we will see brands step up as allies in driving structural and systemic change. The report builds on Isobar’s recent Creative Experience Survey 2020, which revealed that 64% of CMOs have “completely or moderately” changed their Experience strategy in response to the Covid-19 crisis, with 1 in 5 having ‘completely’ changed their approach. Patricia McDonald, Chief Solutions Officer, Creative at dentsu international says, “It’s tempting to see 2020 as a story of polarisation. Yet in many ways it has been a story of radical collaboration. As our physical worlds became anxious and constrained, virtual experiences were charged with emotion. Able to touch less, we found ways to feel more.” Download the report here.
19 ISSUE274DECEMBER2020 | WEEKENDER R3 PITCH REPORT
Businesses up for review Coca-Cola’s US$4 billion global review signals the company’s plans to completely redesign its agency model to improve the ROI of its marketing investments. Heineken moves media buying and planning to Dentsu and will set up a new creative agency model in partnership with Publicis Groupe. Nestlé is carrying out a major review of its media arrangements in China as it focuses on digital transformation and e-commerce. Here are some highlights…. 1. US$4,000m Creative, Media, Global Incumbent - Multiple Participating Agencies Undisclosed In Review
3. US$600m Media, China R3 Led Review Incumbent - GroupM Participating Agencies Undisclosed Dentsu - *WINNER*
2. US$600m Creative, Media, Global Incumbent - Publicis Groupe, Dentsu Red Star, Canvas Worldwide Participating Agencies Undisclosed Le Pub (Publicis), Dentsu (Global-Media), Canvas Worldwide (USMedia) - *WINNER*
4. US$200m Content Production, Management Account, Global Incumbent Undisclosed Participating Agencies Undisclosed MediaMonks, Publicis Groupe - *WINNER*
20 ISSUE274DECEMBER2020 | WEEKENDER STEALTH MARKETING
Under the Radar Advertising
Some years ago, McDonald’s got hold of a ton of flower seeds which are extremely rare in California. They planted a giant M Sign on a hill next to the side of a highway. No one was told about the ploy and no one knew until the famous Golden Arches grew. This McDonald’s ad has more staying power than any regular billboard because it’s actually illegal to remove. The sign is the result of a seed
bombing where the shape of the famous golden arches is made up of yellow California Poppies. Designed by Sean Click, the McDonald’s logo looks like it’ll be there a long time since the poppies are illegal to pluck or cut in the state of California. The planted ad is innovative, fun and cost effective, while the poppy is a protected state flower. And McDonald’s got a free advertisement from environmental graffiti through eco-advertising.
21 ISSUE274DECEMBER2020 | WEEKENDER SHOWCASE
Agency: Phoenix Ogilvy, Sri Lanka Chief Executive Creative Officer: Rajiv R. Menon Senior Art Director: Rogger Kenneth Schales It’s dark and you’re out on the town. You probably don’t need much encouragement to scoff down a burger and fries. An outdoor campaign using reflections of night lights on city streets provided just enough suggestion to point people in the direction of what they really needed. Launched to coincide with the end of year party season, Reflections was shot entirely in camera by Toaki Okano to mimic the Big Mac, Cheeseburger, and fries, and is running during evenings throughout inner city locations. Agency: DDB New Zealand
Your date with marketers next month.
At 8pm on January 8, witness the celebration of Malaysia’s finest marketers! Our virtual 60-minute show will officially announce who is shining in what marketing category and discipline, plus the ultimate CMO of the Year award! Register here and you’ll get the complete set of WEEKENDER e-magazines from the whole of 2020 for your collection. 2021 is the year of hyper-personalisation for the industry; watch who will be driving it in this era of growth marketing. https://marketingmagazine.com.my/cmo2020/