www.marketingmagazine.com.my
ISSUE # 283 MARCH 2021
WEEKENDER
He is giving marketers reasons to smile these days Datuk Michael Chan Executive Director/CEO Media Prima Omnia
2021
AWARDS NIGHT JUNE 25
WEEKENDER
popculture
EDITOR'S NOTE
The New Normal
Some “major” research has convinced Unilever that “normal” is a bad thing. Not inclusive enough or something... Unilever has announced that an international study involving 10,000 people...
05 16 5 Things
COVER STORY
08 Knowledge Trust From Malaysia’s Largest Media Group Is Every Marketer’s Dream Come True.
CPG Brands Are Doing to Drive Growth
19 How Transparent Are Your Apps? Apps form a part of our everyday life. From catching up with our friends to playing games...
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“THE WORLD IS GOING TO CHANGE, AND RESILIENCE IS OUR BEST RESPONSE. SAILORS KNOW THAT FIXING ON A POINT ON THE HORIZON IS A GOOD WAY TO SURVIVE A STORM.” Seth Godin
“I THINK ONE OF THE REASONS ADVERTISING HAS BECOME LESS EFFECTIVE IS THAT CONSUMERS HAVE BECOME BETTER AT PLAYING DEFENSE THAN WE ARE AT OFFENCE. WE ARE TRYING TO SCORE, THEY ARE TRYING TO KEEP US FROM SCORING.”
“TODAY I WANT YOU TO THINK ABOUT ALL THAT YOU ARE INSTEAD OF ALL THAT YOU ARE NOT.” Hamanoid
Bob Hoffman
5 ISSUE283MARCH2021 | WEEKENDER EDITOR’S NOTE
The
new Normal Some “major” research has convinced Unilever that “normal” is a bad thing. Not inclusive enough or something... Unilever has announced that an international study involving 10,000 people found 70% of participants felt that the word “normal” on beauty packaging has a negative personal impact. That statistic increases to 80% among those aged 18 to 35. As the owner of major brands like Dove and Axe, Unilever felt it could play a role in dispelling the idea of any singular notion of beauty, or normalcy. Really? Deep stuff! And more
than just skin deep. So the word Normal is now banned from all its advertising and packaging, this will affect more than 200 Unilever-owned products and be completed by March 2022, according to The New York Times. Looks like research companies and consultants have been super busy during these quiet economic times wolfing down large returns on newly created apprehensions. So Unilever is ditching ‘normal’ from packaging and ads to challenge ‘narrow beauty ideals’. I am as confused as the
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This video explains it:
CLICK TO WATCH VIDEO
beautiful people out there. Adweek explains the move: descriptors like “dry,” “oily,” or “thick” don’t necessarily spark bouts of insecurity. However, when you stack them against an innocuous word like “normal,” it can take on an entirely different context, one that may make some consumers feel like outsiders in their own skin. Does this mean that in the past Unilever was advocating the reverse? Ok, ok, let me unpack this: so if my body wash says for ‘normal oily skin’ I will feel upset and storm out of the shower (not a pretty picture) claiming the word outraged my modesty. But if it says for “oily skin”, I should feel thankful my gorgeousness has not been insulted. Or if I read the label and it
says “Normal usage three times a week” that should transform me into a wrecking ball at the shopping aisles. According to Unilever, their “Positive Beauty” vision will set out to “champion a new era of beauty which is equitable and inclusive, as well as sustainable for the planet”. Isn’t that what is already expected of a globally responsible brand? Seems like creating something out of nothing to me. Maybe this is the new USP... I pray I don’t accidentally use a shampoo that is good for normal hair (not that I have much of it) lest I be banished from the planet. Or maybe all Unilever beauty products will be labelled luar biasa in Malaysia by mid next year. What a USP!
7 ISSUE283MARCH2021 | WEEKENDER MALAYSIAN CMO AWARD-WINNER
Customer experience adds a new experience to traffic in Bangsar and Federal Highway. Jovina Tan Siew Ching, Vice President & Head of Group Marketing for Taylor’s Education Group wins Gold for Best Marketer in Customer Experience Marketing, presented by ENTROPIA, at the Malaysian Chief Marketing Officers (CMO) Awards.
Bangsaria Jalan Maarof, DOOH Partner: Visual Retale
Pinnacle Federal Highway PJ, DOOH Partner: Visual Retale
8 ISSUE283MARCH2021 | WEEKENDER COVER STORY
Knowledge Trust From Malaysia’s Largest Media Group Is Every Marketer’s Dream Come True. BY THE HAMMER
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What began as a bold experiment a year ago appears to be exactly what marketers ordered. The driver is Omnia – which also means “in all respects” in Greek. And in many respects, Omnia, the integrated solution provider that offers creative services and integrated marketing solutions across all Media Prima platforms is a dream come true. So I caught up with the first Omnian, Datuk Michael Chan, and we talked about all things Omnia at The Cabinet, a cosy speakeasy. Michael is a direct marketer (which is not vastly different from today’s digital marketer) at heart and has done almost everything except win more than one award for his copywriting skills. He has been in leadership positions at ntv7, MiTV, Maxis,
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“WITH JUST ONE BRIEF, THE OMNIA SOLUTION ENABLES CLIENTS TO ENJOY AN ALLACCESS PASS TO MARKET THEIR BRANDS ACROSS MEDIA PRIMA’S BROAD RANGE OF MEDIA ASSETS – UNDER ONE GREAT PRICE, TO ACHIEVE ONE BIG ROI.”
ABN, Bloomberg TV Malaysia, Encorp, MYTV…even helmed an ad agency… Over the past year, he has been quietly nurturing Omnia into a marketing force that has built on the massive organic power of the Media Prima Group while harnessing the tools of marketing to advantage. Specialising in brand campaigns, events and creative content, Omnia has taken on a life of its own with the right talent and experience, talking the media savvy marketers and agencies are hungering for in these challenging times.
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COVID CORNERSTONES • Amidst challenges with the COVID-19 pandemic, Media Prima returned to the black having recorded a third-quarter profit in 2020. Media Prima’s commerce and digital platforms experienced a surge in traffic as Malaysians go online. • For the nine months of the financial year, Media Prima’s home shopping network WOWSHOP recorded a net profit of RM9.5 million and a 36% increase in revenue against the previous year. • The 33rd edition of Anugerah Bintang Popular, was held without a live audience. The show clinched six million viewers or 43% of local viewership, an increase of 200,000 viewers compared with its previous event
... TV3 IS THE MOST-WATCHED CHANNELS AMONG MALAY ASTRO SUBSCRIBERS... However, I was there to talk about something else… Because for the first time, the power of the Group has been harnessed through an optimisation funnel driven my Omnia. I wanted to analyse what this process meant for marketers.... Dominant Player A recent nationwide Media Reach Survey by Kantar showed that Media Prima’s platforms reach all Malaysians through our TV, digital, radio, print and outdoor solutions touching 98% of the population. Rev Media Group is the third largest digital site in Malaysia (Comscore Jan 2021), reaching 77% of Malaysia’s digital population, just behind Google and Facebook. TV3 is the most-watched channels among Malay Astro subscribers.
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SOURCE: 1) Nielsen Audience Measurement; Base: Malay Astro Subscribers 15+ (9.4mil); Period: Jan-Sept 2020;excluded Cartoon/ Kids Channels; Ria & Prima are combination of SD & HD channels. 2) Nielsen CMV (Q2’2020: Jul’19Jun’20); Base: Weekly Astro Subscribers 15+ who watched TV3/ Ria/Prima (7.9mil) Knowledge Bank With decades of experience across many consumer clusters, Media Prima has a rich history and learnings of what works
and what doesn’t. This tapestry of trials and successes provide course-corrected options for advertisers to leverage on. For example, traditional media is still very much relevant among Malay segments. They are heavy and frequent users of digital, but their love for traditional TV and radio remains strong. Dramas and movies rule the hearts of Malay consumers. While affluent and younger audiences prefer entertainment programs, the elder age group prefers religious content.
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SOURCE: 1) Nielsen Audience Measurement; Base: Chinese Astro Subscribers 15+ (2.9mil); Period: Jan-Sept 2020; HHD, AEC & CCTV4 are combination of SD & HD channels 2) Nielsen CMV (Q2’2020: Jul’19-Jun’20); Base: Weekly Astro Subscribers 15+ who watched 8TV/HHD/AEC (3mil) Cross-platform strengths A detailed look into data from Nielsen’s Consumer & Media View (Q2’2020: Jul’19Jun’20) sheds light into cross
media consumption where almost all audiences are on both traditional and digital media. This proves advertisers should use a combination of platforms to maximize the reach. Deep diving into Malay audiences, Media Prima’s cross platforms reach 99% of Malay audiences. Advertisers advertising on a combination of platforms enjoy incremental reach with each platform that they choose.
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When a campaign cuts across all 5 platforms they reach 96% of the Chinese audience (Kantar’s Media Reach Survey 23 July – 3 Aug 2020). It also reveals that while Malaysian Chinese are heavy and frequent users of digital media, their choice of TV and other traditional media has not faded away (Nielsen Consumer & Media View Jul 2019 – Jun 2020) while 8TV is the mostwatched channel among Chinese Astro subscribers. in a Nielsen survey Data Optimisation Powered by data and insights, Omnia’s lighthouse role as an integrated solutions provider is underpinned by the crafting of cross platform media strategies for marketers. There are no more client pain points in media planning as the teams have broken away from traditional departmental silos, offering bespoke services to clients and data-driven into character and talent profiles that match the right target audience. Trends Watcher Though impacted to some degree, most consumers are anticipating Ramadan Raya
... ALMOST 70% PLAN TO MAINTAIN OR INCREASE SPENDS THIS RAYA WITH THE “BUY MORE’ CATEGORY LISTING RICE AND CEREAL, KUIH RAYA, DAIRY PRODUCTS, CONDIMENTS, TISSUE AND HEALTH SUPPLEMENTS... celebrations in 2021. After a low and bleak year, they are looking forward to festivities, by following SOPs. Almost 70% plan to maintain or increase spends this Raya with the “buy more’ category listing rice and cereal, kuih Raya, dairy products, condiments, tissue and health supplements (Ramadan Raya 2021 Survey Base: n=3278). Case Study In 2020, an FMCG client partnered with Omnia to further
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“AFTER TASTING SUCCESS, THE CLIENT IS READY TO EMBARK ON YET ANOTHER JOURNEY WITH OMNIA,” grow their brand value, riding on Omnia’s 360 solutions with communications across multi platforms that encompassed TV, radio, print and digital media. The campaign was a huge success reaching more than 90% of their target segment. More than 90% of the campaign awareness was attributed to Media Prima’s channels.
“After tasting success, the client is ready to embark on yet another journey with Omnia,” says Michael, beaming with pride. This chart says it all…. It seems finally the giant in Malaysian media is spreading its power of reach with the power of data and experience for Malaysian brands. In all respects.
16 ISSUE283MARCH2021 | WEEKENDER MARKETING EFFICIENCIES
5 Things CPG Brands
Are Doing to Drive Growth By Greg Paull Co-founder and Principal, R3 Every year, the CEOs of some of the world’s biggest consumer packaged goods (CPG) companies present annual results and go-forward strategies at a conference hosted by the Consumer Analyst Group of New York. This year’s reports have been unique due to the pandemic. Interrupted point-ofsale, increase in demand, and a swift shift to online shopping are just three things that have set the CPG agenda. One could say that if future growth in the CPG industry were to be summed up in two words, they would be efficiency
and e-commerce. From Clorox to Unilever, how each company plans to sustain performance and achieve their goals is where the difference (and eventual stakeholder returns) lie, but there are five common trends useful for any marketer regardless of category. 1. DATA IS THE NEW OIL. Now that everyone has bought into it, there’s no ignoring the cost and operational efficiencies that can be brought about with data. From connected factories and supply chains (Nestlé) to consumer insights
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(Kellogg’s) and sales and distribution strategies (CocaCola), any company that is interested in growth needs to support action with data. This is only good news for CPG marketers. More information across the value chain means a greater ability to make informed decisions. The challenge will be ensuring the data is fresh, integrated, and actionable, which means we’re likely to see an increased demand for talent with these capabilities. 2. STRENGTHENING THE CORE For the majority of CPG companies, growth will come from strengthening the position of their core products. This is particularly true of food and household goods (versus brands like L’Oreal that rely on regular cycles and launches), and some are actively supporting this approach by reducing the number of SKUs they carry. The focus on core renovation means incremental innovation, a greater focus on dynamic creative, and making household names digitalfirst brands. We can expect to see the same familiar names, a similar (if not better) product
that is more easily available, connected, and reflective of current lifestyle trends. 3. SMART SOURCING & THE VALUE CHAIN Cost infrastructure efficiencies across the value chain have led to significant savings for CPG companies. Companies are not spending less; they are spending smarter. P&G is using new tools like propensity modeling to decrease spend while increasing reach and relevance. The company is also investing in advancing its supply chain networking capabilities. Making more environmentally sustainable choices has also been a focus of more mature CPG brands. For marketing, this signals the importance of ensuring that agency and in-house models reflect overall business goals and are designed with efficiency in mind. Contract agreements and payments also need to be reviewed to meet standards. 4. BIG WINS IN E-COMMERCE Some companies have done better with digital retail than others, but every CPG company has set a goal to increase their
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e-commerce sales to compensate for loss of revenue from point of sale affected by the pandemic. For L’Oreal in the US, e-commerce made 22% of sales in 2020 and showed an 83% sales growth. For Nestlé, e-commerce made 10% of net sales. The drive to increase conversion on e-commerce means that marketers are aligning their omnichannel strategies accordingly. It’s not just about being present on the right platforms, but investing in talent, digital media, customer service and engagement, data and analytics, and getting the integration of martech stacks right. 5. STREAMLINING STRUCTURE Smarter ways of working haven’t been limited to external
inputs and relationships. Companies like P&G (who implemented a new organization structure in 2019), Kraft Heinz and Spectrum Brands have looked at the design of their operating and marketing teams as one way to increase efficiencies. With the continued focus on digital, social, and e-commerce, we anticipate that working structures of traditional brands will face an update in the near future. Goals of greater speed, agility, and a data-driven mindset highlight a need for updated capabilities, processes, and better resource allocation. Greg Paull is principal and cofounder of R3, a global independent consultancy focused on driving transformation for marketers and their agencies. www.rthree.com
How Transparent Are Your Apps? Apps form a part of our everyday life. From catching up with our friends to playing games, watching films, investing in stocks and banking, there’s not much we do without them. But what price do we pay for the ease they offer? Recently Apple updated their privacy policy, giving us more information on how different apps use our data and more clarity on where our information goes.
Any information you agree to be gathered by an app when signing up can be analysed for their benefit and even shared. While this data is willingly passed on, you might be interested to know exactly what it is apps are after. Everything from your browsing history, to your location, your banking details, your contact details, and your fitness levels can be valuable for apps to store, use, or sell
Picture by 123RF
19 ISSUE283MARCH2021 | WEEKENDER TARGET ADS
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... APPS CAN COLLECT AND SHARE ANYTHING FROM YOUR PERSONAL INFORMATION AND USER CONTENT, TO SEARCH AND BROWSING HISTORY, TO ANALYSE YOU AS A ‘PROFILE’ FOR THEMSELVES... on. While they all have a responsibility to keep this data safe, that doesn’t always mean it stays in their hands. Apps collect your data for a lot of reasons. One of the initial reasons for this is to make your experience better, tracking how you interact with them to fix bugs and improve how they work. However, they also use your information to target you with ads across any platform. We’ve all seen it – we finish browsing on one app, then an advert selling us something we’ve just looked at appears somewhere else.
This is done by passing on your data to third parties. Third parties might be associated with the company that runs the app, or they might just pay a fee to access their users’ data. Social listening companies are often where your data ends up. Companies like BuzzSumo and Hootsuite collect your data to allow people to analyse, understand and, ultimately, sell to you. Apps can collect and share anything from your personal information and user content, to search and browsing history, to analyse you as a ‘profile’ for themselves and other apps. Every time you search for a video on YouTube, 42% of your personal data is sent elsewhere. This data goes on to inform the types of adverts you’ll see before and during videos, as well as being sold to brands who’ll target you on other social media platforms. YouTube isn’t the worst when it comes to selling your information on. That award goes to Instagram, which shares a staggering 79% of your data with other companies. Including everything from purchasing information, personal data, and
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browsing history. No wonder there’s so much promoted content on your feed. With over 1 billion monthly active users it’s worrying that Instagram is a hub for sharing such a high amount of its unknowing users’ data. In second place is Facebook, which gives 57% of your data away, while LinkedIn and Uber Eats both sell off 50%. A study conducted by pCloud revealed that 80% of apps use your data to market their own products in the app and beyond. This includes things like apps serving you their own ads on other platforms, as well as in-app promotions for their own benefit,
or for third parties who pay for the service. The top two here are the same offenders – Instagram and Facebook. Both are owned by Facebook and use 86% of your data to sell you more of their own products and serve you relevant ads on behalf of others. At the other end of the scale to Facebook and Instagram, lockdown favourites such as Skype, Microsoft Teams, Clubhouse, Netflix, Signal and Google Classroom collect no data at all. This article was excerpted from pCloud.com, a cloud storage solution provider.
22 ISSUE283MARCH2021 | WEEKENDER PANDEYMONIUM
Don’t Forget Where You Came From
... THE HOUSE THAT I GREW UP IN WAS VISITED BY ALL KINDS OF PEOPLE; YOUNG, OLD, NEIGHBOURS, DOCTORS, FRIENDS, RELATIVES – AND WITHOUT APPOINTMENTS OR INFORMING US EARLIER...
It has been forty three years since I stopped living in Jaipur, but whenever I’m in need of an idea, I go back to where I came from. The house that I grew up in was visited by all kinds of people; young, old, neighbours, doctors, friends, relatives – and without appointments or informing us earlier. These unannounced visits could be at all times of the day, including mealtimes, and my mother would always welcome all visitors warmly. I do the same thing in Bombay, because in
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the open house that my mother ran, I learnt of the sensitivity of relationships. Whenever something that I write touches people, it’s because of the way that relationships that I saw in my house in Jaipur. Some of my classmates from school are still in Jaipur. Many others, like me, have moved to other cities. We have, naturally, achieved various level of success and have lived very different lives over these years. But when we meet, we try to turn the clock back, doing the same things we did when we first became friends, such as visiting the same kachoriwallah, and so on. My brother, Prasoon, on a trip to Jaipur with his family, wanted
... TIMES MAY CHANGE, BUT RELATIONSHIPS DON’T – AND YOU CAN REDISCOVER THE NUANCES OF OLD RELATIONSHIPS AND EXPERIENCES BY REVISITING THE PLACE WHERE YOU FIRST ENCOUNTERED THEM... his children to see and experience the Jaipur of his childhood. He hired a cycle rickshaw for the day, rode the rickshaw himself and took the kids to all the places he loved and remembered, and introduced them to people whom he knew. Times may change, but relationships don’t – and you can rediscover the nuances of old relationships and experiences by revisiting the place where you first encountered them. I don’t wear India on my sleeve. I wear it on my heart. No, I am not a jingoistic nationalist, but I am proud to be an Indian.
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... HE FOUND AN OPPORTUNITY FOR ME TO BE OGILVY’S ECD IN MALAYSIA. HE EVEN WENT TO THE EXTENT OF FINDING CRICKET CLUBS IN KUALA LUMPUR WHERE I COULD PURSUE MY INTEREST. I ALMOST ACCEPTED, BUT THEN GOD SAVED ME AS THE OPPORTUNITY DISAPPEARED... My mother used to say, “Get to know your neighbour, otherwise you won’t get to know the world.” I have always taken this advice seriously. I have tried to see as much of India as I could. I know there is a lot more to see. I have tried to understand the different Indian cultures. I know I have to try harder, but the hunger is there. Travelling the world, knowing about different countries, their people and culture, is a beautiful experience. I have loved every bit of it, but I have never had the desire to live anywhere else but India. There have been several
proposals made to me to move countries, all well intended, but I have never been happy about the idea. Play where you can make a difference. Not just to yourself, but also to a large number of your community, your country. I still remember when I went through a divorce in the early nineties. Mani Ayer, my managing director, was concerned about what I was going through. He found an opportunity for me to be Ogilvy’s ECD in Malaysia. He even went to the extent of finding cricket clubs in Kuala Lumpur where I could pursue my interest. I almost accepted, but then God saved me as the opportunity disappeared. Since then, there have been times when I have had an offer from Ogilvy to do a regional job out of Singapore. I didn’t accept it. I was told by my colleagues that if I didn’t do an international assignment, how would I be known internationally? I said jokingly, “I will sit in India and hoist the Indian flag internationally.” In 2004, when I was asked to be the president of the jury for Films, Press and Poster at the Cannes Advertising Festival, it
25 ISSUE283MARCH2021 | WEEKENDER PANDEYMONIUM
... ON A LIGHTER NOTE, I DIDN’T GO OUT BECAUSE NOBODY MAKES BETTER FOOD THAN INDIANS... was a first for an Asian in fifty years. It is useful to reach out to the world and learn new things. Unfortunately, most of those who go abroad, don’t come back to apply their learning in India. There is so much Indian talent that resides outside India. I hope they can come back to contribute when the county is poised for great things. Advertising, too, has lost a lot of talent to Singapore, the UK and the US. I am sorry to say that barring one, all have disappeared from the scene. They did not do any significant work there and now they are insignificant back in India. These
are harsh words, but true. Play where you can make a difference. Not just to yourself, but also to a large number of those in your community, your country. On a lighter note, I didn’t go out because nobody makes better food than Indians. There is no better food in the world when compared with the food available on the dining table of Indian families. This article is excerpted from Piyush Pandey’s book PANDEYMONIUM. He is passionate about cricket having played for Rajasthan. He was also a judge at the Malaysian MC2 Awards many years back as was Head of Jury at Cannes Lions.
26 ISSUE283MARCH2021 | WEEKENDER SHOWCASE
86% of women state that they have felt physically or verbally harassed in public transport. The social distance is an welcome “solution”. Client Fundación Honra Agency Havas Worldwide, Chile
Closing Date:
16 April 2021
MORE THAN 35 MARKETING LEADERS ARE WAITING TO YOUR CAMPAIGNS! Datuk Lai Shu Wei Vice President unifi Marketing
Javed Jafri
Regional Head of Media & Digital Unilever
Eric Wong Wai Yuen
Chief Customer & Marketing Officer Prudential Assurance Malaysia Berhad
Fernie Jasmine Abdul Ghani Head, Brand & Comms Axiata Group Berhad
Linda Hassan
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Schrene Goh
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Head of Group Marketing FGV Holdings Berhad
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Eileene Chong
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Saki Goh
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Tai Kam Leong
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CEO BIGLIFE
Dato’ Thomas Leong
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Head of Jury
Nizam Sani
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Chan May Ling
Melati Abdul Hai
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Andrew Yeoh
Abdul Sani Abdul Murad
Hemanth Jayaraman
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