Adoi Malaysia 1999 August

g August/September 1999

BAY ARAN POS JELAS POSTAGE PAID KUALA LUMPUR MALAYSIA NO: WP 0071

o http://www.smatcom.com £:0ver 12,000 readers

£ RM8

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d's most enterprising ad businessman!

Martin Sorrell ounder, Group Chief Executive WPP Group pic

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Yes, believe it or not, ADoi is two years old this month! We went through lots to get here. Most of all, we'd like to take this moment to thank our advertisers and subscribers for their invaluable support. Without you guys we could not have come this far. I can't predict what the future has in store, but we are biting the bullet and taking the next courageous but necessary step in the life of this magazine: from the next issue onwards, ADoi will go monthly! Call us crazy, but we're going for it. So those of you who have been receiving free copies of this magazine for sometime now are advised to submit your subscriptions (refer Page 18) to us before we hike up our subscription price come October. Otherwise, you'll find ADoi missing from your mailbox. We are also planning to put ADoi on sale in upmarket bookstores across the country (but don't hold your breath).

There's something else I'd like to mention in my column this time around. As a trade publisher for the advertising industry, I find that getting real news from companies in the business a real drag. For example, while many people go around spreading news that they have won this account or that, we as publishers have difficulty getting official clarifications of any sort from the parties involved. Running a responsible business also means being responsible to the media around you. I feel companies should be more open when approached by us; instead of slamming the door, they can at least give us the full story so that our readers, who include million-ringgit ad spenders, will get the true picture. This sort of apathy can be seen with the recent talk in the marketplace about agencies discussing ways to review their compensation systems, clarifying copyright matters and so on. These developments are paramount in creating an informed industry which has to undertake responsible actions in their everyday course of business. Keeping mum serves nobody any good.

Besides, this magazine does not believe in snooping around for idle gossip.

So please talk to us. Now that I'm on a roll, can someone clarify why there are so many commercials on television and in the cinemas which are exact duplicates from foreign markets and feature very obvious-looking mat-sallehs? Is the Made in Malaysia ruling dead? Just answer Yes or No. For those not in the know, Dharma Somasundram (ex-DYR, KL) has now joined Bozell Worldwide Sdn Bhd as Executive Creative Director.

Finally, I wish to pay my deepest respects on the recent passing of Lim Jet Teng, a Malaysian advertising stalwart who at one point led Leo Burnett KL, Aloysious Carmel Pereira a much loved Malaysian pr professional, and world renowned advertising legend David Ogilvy himself.

Respectfully,

inside 4

Inside the mind of a world-class thinker...

9

Kancil Awards Call - for - Entries TVC

10 Helping raise creative standards in Singapore 12 DraftWorldwide starts its expansion in Asia 14 Making of "Showdown" 18 ACNielsen Shares Secrets of New Product Success 21 MVA 1999 MALAYSIAN

EDITOR Harmandar Singh WRITER Deane Johns PRINTER Prom-Ad Creative Communications DTP DIRECTION Chang Sheau Yun OFFICIAL PHOTOGRAPHER Jen Siow DESIGNER Chang Sheau Yun COLOUR SEPARATION Screen Gallery Sdn Bhd

ADVERTISING ENQUIRIES ADLANTIS Communications Sdn Bhd No. 44C, Jalan 19/3, 46300 Petaling Jaya, Selangor D. E. Tel: 603-754 7271 Fax: 603-7573343 E-mail: vylo@pc.jaring.my DISTRIBUTION POS Malaysia via Efficient Lettershop Sdn Bhd ADoi is published bimonthly by Sledgehammer Communications Sdn Bhd (Company No: 289967-W) 22B Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur.

Tel: 03-716 2588. Fax: 03-716 2598.

Š All rights reserved by Sledgehammer Communications Sdn Bhd. 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 and the editor assume no responsibility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. All advertisements are the sole responsibility of the advertisers.

Letters and submissions to the Editor regarding topical news and opinions are invited. We also welcome information and pictures on industry news, personnel movements and any company developments of news value. You can send all your correspondence to The Editor, Sledge­ hammer Communications Sdn Bhd, 22B, Jalan Tan Mohd Fuad Satu, Taman Tan Dr Ismail, 60000 Kuala Lumpur, fax 03-716 2598 or e-mail: ham@pop.jaring.my

22 Talking Turkey

VIDEO AWARDS

24 Filmpoint scores at MVA with golden boy Yoki!

28 BBDO's commitment to Asia continues with Jean Michel Goudard 36 Cutting Edge.

40 Battle Hungry 44 Leveraging the Corporate Brand

It is not very often that one gets to interview Martin Sorrell. During his short stop in KL recently, he was also guest of honour and speaker at a lunch hosted by the British High Commissioner here. This month ADoi brings you an exclusive story about this man whose com­ panies are revolutionising the world of advertising; or to be more accurate, the world of communications

advertising industry around the world. Can you share with ADoi readers what is it that drives you in this fastchanging business called advertising?

Bill Gates? I wish I were. Flattery will get you everywhere. Our business is not just advertising - in fact it is less than half. The other half of our business is in information and consultancy (real­ ly market research), public relations and public affairs and identity and branding, healthcare, and specialist communications. What really motivates me is that our business really is fun.

For young people, certainly in the West and I know in the East too, it offers the same

Our three key challenges cover our creative product, the new media and the old media.

Our businesses do three things. They provide strategic advice, creative execution and co-ordination. Whilst the first and third are important the second remains the most important.

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The 21st Century advertising man?

The person must have a strong strategic grasp of the industry combined with exceptional creative capabilities and an appreciation of the need for co-ordination globally.

Inside the mind services. In 1985, he took control of Wire & Plastic Products pic (WPP), a small maker of wire baskets, and used it as a launching pad for an impressive series of worldwide acquisitions that resulted in WPP becoming the world's second largest advertising and communica­ tions group. Today, the WPP Group covers 75 companies with 33,000 employees with 950 offices in 92 countries.

Major companies include Ogilvy & Mather, J Walter Thompson, Asatsu Inc, Batey Ads, the Kantar group, Conquest, Mindshare, Buchanan Communications, Hill and Knowlton, Addison and Octopus Communica­ tions Group. The group's three biggest clients are the Ford Motor Co, Unilever and IBM. Here's the story....

Welcome to Malaysia. It is indeed rare to have someone of your stature from the world advertising stage visit us. I see you as the 'Bill Gates' of advertising (even though Bill isn't as good looking) because of your unwavering sense of influence on developments in the

challenges, opportunities and future as management consultancy and investment banking. We deal with the world's largest and most successful companies, global, multination­ al and national and with all the faster growing industries which at the moment include telecommunications, information technology, pharmaceuticals and the new technologies.

Mr Sorrell, people are always curious about what agenda you have in mind, whenever you speak on new developments in the ad business.

What is the objective of your whirlwind trip to Malaysia and the region this time around?

I am really just kicking the tyres. I try and visit the region at least once every two years and my visit to Malaysia should be seen in the context of two visits to Asia Pacific in the last month or so.

I really want to update myself on what our people are doing, what our clients are thinking, what governments are doing and what the media is interested in. During the course of these visits I want to explore the issues that we consider important at the moment. Our clients are consumed with concerns about over-capacity and branding, the new channels of distribution and internal communications. I am concerned with improving the quality of our creative product throughout the Group, responding to the challenges of the new media and making sure that we manage the old media as effectively as possible.

Word has it that the WPP Group is looking to expand to bigger areas. Are you planning to buy any new advertising-related networks?

We have several advertising networks - Ogilvy, Thompson and Conquest and have made significant investments in other networks such as Asatsu and Batey. I see no reason why we should not make further investments in advertising. In addition we have three information and consultancy networks and two public relations and public affairs networks.

Again I see no reason why we should not add to these capabilities and talents. It is all a question of timing and price.

While many quarters see you as a 'numbers' expert, I'm told that you also speak very highly of the creative focus in the business. Could you elaborate how you see the 'creative equation' coming into play with so many compensation issues at stake in the business today?

I see myself as neither an accountant nor a bean counter. I would regard myself as a businessman who operates in the advertising and marketing services business - what we call communications services. As I mentioned before in answer to another question, our three key challenges cover our creative product, the new media and the old media. Our businesses do three things.

of a

thinker They provide strategic advice, creative execu­ tion and co-ordination. Whilst the first and third are important the second remains the most important. We win business and develop relationships primarily because of our creative product. By creative product I mean creative in the broadest sense of the word. Creative applies to media planning, buying and research, to public relations and public affairs, to identity and branding, to direct and interactive just as much as it applies to classic advertising. Our approach at WPP is to stimulate creativity in four ways: * By placing greater emphasis on recruitment * By recognising creative success tangibly and intangibly * By acquiring highly regarded creative businesses * By placing greater emphasis on awards Mr Sorrell, our readers would really like to know what you do in a typical working day, not that your day is a typical one of course.

I start early and usually have my breakfast around 7.30am. Sometimes I have breakfast with a staff member, a new business client or even a competitor. Then I'm off to the office to check my e-mail and faxes. The rest of the day is filled with meetings, reviews, conference calls, discus­ sions. The Daily Telegraph once documented a working week in my life in London. So I'll just recap what I did one Tuesday as reported by them: Into the office by 7.30am to do e-mails and faxes. Breakfast at 8am with one of our US insti­ tutional shareholders to discuss results and

prospects, 45% of the company is now owned in the US. Back to the office at 9am to see the head of MindShare to discuss 1998 and prospects for 1999. A meeting at 10.30am with potential client to discuss Brandz, our worldwide brand study. A US client who was visiting the Paris fashion shows dropped into London and met Shelly Lazarus, head of Ogilvy & Mather Worldwide, and myself. I then discussed with Shelly the 1998 performance for Ogilvy, which was good, and agreed incentives and compensation for last year and this year. Then back to South Bank to attend the IBM UK Advisory Board quarterly meeting. Then to City airport for flight to Paris.

very important appointment to our Board in the form of Esther Dyson who is a guru in this area.

One of our WPP Fellows has been charged with ensuring that as much knowledge about these developments is spread throughout the Group.

He is based in Silicon Valley working with our investments.

Is Kuala Lumpur earmarked as the hub for OgilvyOne's data management centre?

It could be. Kuala Lumpur offers very attractive facilities and resources in comparison to other regional centres such as Singapore and Hong Kong. We are examining Cyberjaya very actively to see the advantages it offers.

In the context of globalisation of the business, you have been quoted to mention that apart from advertising, you see market research and the corporate identity business as areas of opportunity. Tell us what the WPP Group is doing in these areas.

We have three global businesses - advertising, market research (or what we call information and consultancy) and identity and branding. There is a fourth developing in public relations and public affairs. We are continuing to strengthen and deep­ en our global resources in all these businesses geographically and expanding by centering on the faster growing markets of the world, particularly Asia Pacific, Latin America and Central and East­ ern Europe despite our recent economic volatility.

For example we have spent a quarter of a billion dollars in the last two years in Asia Pacific since the beginning of the recession. We continue to believe that Asia Pacific in particular will house the most important market in the world. By 2014, 65% of the world's population will inhabit Asia Pacific. Fundamentally we continue to target our resources in the faster growing areas that I have referred to earlier, such as direct and inter­ active, healthcare, telecommunications, hi-tech, etc.

Can you tell us a little about the WPP Fellowship programme ?

Really this is aimed at competing with the investment banks and management consultan­ cies which continue to attract the best talent from the universities, both first degree and post­ graduate. In addition, it is designed to compete against Silicon Valley which is increasingly becoming the major draw for the best talent.

This multi-disciplinary programme we started five years ago now has about 50 Fellows on both sides of the Atlantic. They are outstanding individuals, as they should be, as there were over 100 applications for each position. If we are to recruit, train and develop the right people, consistency is the key. It is amazing that no competitor has mimicked us.

We are hearing that a lot is happening in the area of new technologies in the world of media, and that the WPP Group of communications companies are highly developed in this area....

We have a two-fold strategy. First, to stimulate our existing business to develop their new media capabilities, eg. OgilvyOne and Millward Brown Interactive. Second, we are making direct investments in new companies that we think have spectacular promise and are companies that we can partner with to offer unique services to clients, e.g. Wired Ventures, BroadVision, Medscape, Syzygy, HyperParallel and two major hi-tech companies Media Technology Ventures and MTEP In addition we have recently made a

Mr Sorrell, market sentiments indicate that Malaysia is on the road to recovery. Do you have any comments on that observation, in respect to Malaysia and also the region as a whole?

I think Malaysia is on the road to recovery. Most of the countries in the region are beginning to respond economically. After all it is over two years since the recession started in Thailand in March 1997. We see signs of improvement in most countries but particularly in Taiwan, Singapore, India, China, the Philippines and Australia. In any event irrespective of short- n term difficulties we are very positive about the ^_j region in the long term.

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What qualities do you believe will exemplify the successful advertising person of the 21 st century?

A strong strategic grasp of the industry com­ bined with exceptional creative capabilities and an appreciation of the need for co-ordination globally. The three key issues for the next millermium will be over-capacity and branding, ( 0 the impact of the new channels of distribution and internal communications. Three areas of concern to the agencies are the creative product, the new media and the old media.

Are there any additional views and thoughts that you would like to share with us?

None, you have exhausted me!

,

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5 ADO'

Advertising Legend David Ogilvy — June 23,1911 - July 21,1999 — Ogilvy & Mather in Kuala Lumpur and Asia joined in mourning the death of David Ogilvy, an advertising legend, and founder of the company, who died at his home in Touffou, France recently. He was 88 years old.

Miles Young, Chairman of O&M Asia Pacific, said, "David's loss is a hurt for all of us. He was the father of a worldwide family of people who believed in his business ethic - that caring for people in a creative environment brings out the very best in them. His contribution to the modern advertising industry is the stuff of history. David is still one of the most important rea­ sons why people want to join Ogilvy in Asia. He loved the region, and his words of no nonsense wisdom found a particular resonance here."

David Ogilvy was a renowned and respected leader in the advertis­ ing industry for decades. He was the creator of some of the most memo­ rable advertising in the world; such as "The Man In The Hathaway Shirt", "Commander Schweppes". He was also the author of several best-selling, seminal books on advertising including Confessions of an Advertising Man , Blood, Brains & Beer and Ogilvy On Advertising. Born in West Horsley, England on June 23, 1911, he was later educated at Oxford but, in his own words, "got thrown out", which he considered to be the real failure of his life. His peripatetic career began in Paris where he worked as chef in the kitchen of the Hotel Majestic. He once spoke of his experience there,"I saw my old boss in the kitchens of the Hotel Majestic fire one of his chefs because the poor devil could not get his brioches to rise straight. I was shocked by his ruthlessness, but it made all the other chefs feel that they were working in the best kitchen in the world. Their morale would have done credit to the U.S. Marine Corps." David was also a door-to-door sales­ man in Britain for Aga Cookers. In 1938, he emigrated to the United States and in 1939 became associate director of George Gallup's Audience

Research Institute in Princeton where he cultivated a lifelong respect for research. During World War II he worked with British Security Coordination and served as second secretary to the British Embassy in Washington reporting to Sir William Stephen­ son. After the War, he lived among the Amish in Lancaster Country, Pennsylvania and worked as a farmer. He founded his New York based ad agency (Hewitt, Ogilvy, Benson & Mather) in 1948.

During his agency's first twenty years, Ogilvy won assignments from Lever Brothers, General Foods and American Express, accounts which are still held by the agency. Along with his business acumen, Ogilvy was wide­ ly known in the advertising industry for raising the standards of practice and professionalism, and for his deeply held convictions, such as"Never run an advertisement you would not want your own family to see," and "The consumer is not a moron. She is your wife."

David Ogilvy was made a commander of the British Empire in 1967, was elected to the Advertising Hall of Fame in 1977 and won France's "Order of Arts and Letters" in 1990.

Ogilvy & Mather Worldwide, a subsidiary of WPP Group pic, is the world's eight largest agency network with 359 offices in 199 countries with 1998 billings of US$9.8 billion. In Malaysia the group is represented

by Ogilvy & Mather Advertising, Ogilvy Public Relations Worldwide and Ogilvy One.

IN MEMORY Aloysious Carmel Pereira

May 12, 1960-July 8, 1999

It is never easy to say goodbye to someone. It becomes even more difficult when that person has had such an impact on your life. Aloysious Pereira was that sort of person. He was not just a boss or colleague but a sincere friend you could confide in and turn to for advice, guidance and, very often, for a good in-depth discussion on the many colourful events as they unfolded in our country. Aloysious, an executive director and co-founder of Asia PR Consultants, was instrumental in helping build the consultancy to what it is today. His style was a combination of diligence, humility, discipline and a realistic view of things laced with a true passion for his profession. Through these ten brief years of practice at Asia PR, Aloysious deeply touched the people who came in contact with him clients, colleagues, journalists and many associates who were blessed enough to make his acquaintance. His intelligence, depth and wit made him a well loved friend. For all at Asia PR, 'Aloysious the man' and 'Aloys­ ious the director' were one and the same person. For the senior ones, he was a close companion whose concern extended to areas well outside the office. For the younger ones, he was a steady influence, a ready advisor and, more importantly, a profound source of inspiration. Ever ready to dispense advice and guidance, always patient, always compassionate, always caring, always straight to the point. He will be fondly remembered and deeply missed for his many gifts... his wisdom; his sense of humour; his patience; his diligence and singular determination to fight the great battle against his illness; his lunchtime conversations; his cheery "Good Morning" greetings, and the always assuring "see you tomorrow". These greetings became even more meaningful and sought after as the disease took a toll

ADO' 6

on his health and limited his participation at work.

Even when he could not be in the office, Aloysious would call to ask how we were or accord a "well done" message after a press-related function. At home, his usual morning regime was to scan through the news­ papers daily for any coverage generated by Asia PR or for some news that had bearings on the various clients. He was quick and generous with his praise and encouragement, which we at Asia PR treasured. We will miss his assuring smile; his friendly football wagers; his humming of the songs he loved; his calm, steady composure; his analytical mind; his youthful ideas; his genuine concern and compassion for others. These are but a few of the won­ derful things we loved about him. And we shall continue to cherish the fond memories. But there is one which is even more intense, and that was his boundless love for his family This love for Maryann Pritam, his devoted wife, and children Austen and Rebecca, shone bright and strong through the cloak of despair that took him back to God, who loved him even more.

During the four years since his cancer was first diagnosed, Aloysious inspired the people around him through his struggle against his cross. Never a complaint, never a sign of frustration or a downtrodden sigh.

In fact, it was he who would constantly cheer up those who were upset by his illness and pain. From the day he learnt he was ill, he went to war, armed with the burning desire to fight for more time with his family.

A hard-fought battle he waged and, sadly, lost. Aloysious will forever be proof that a candle which burns twice as bright, burns half as long. Rest in peace, our dearest friend and colleague Aloysious. We shall see you on that beautiful shore, someday.

From all of us at Asia Public Relations Consultants Sdn Bhd.

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KANCIL AWARDS CALL-FOR-ENTRIES TVC This year's Kancil Awards Eall-for-Entries reminds us of the sometimes precarious nature of employment in our business. The theme "Protect yourself against unemployment" suggests that the best protection is actually a Gold Kancil Award. The campaign, devised by Grey Malaysia on behalf of the Creative Council of the 4As, suggests you use your Gold Kancil certificate as 'FU' to counter evil.

In the television commercial (top and below), the boss of a venerable ad agency lands in the office one morning and proceeds to trim staff. Most of the staff are powerless against him but one member of the creative department fights him and "pak" lands the protective Fu on his forehead.

The Entry Kit consists of a booklet in the style of a Chinese almanac and comes with a

scroll which has instructions on how to use the Fu to protect yourself from the evil employer.

The television commercial, the most ambitious production yet attempted to promote the Kancil Awards, was produced with generous help and support from Planet Films, Finito, Betarecs, APV, and Addaudio. Generous spots, to promote the Kancil Awards, were donated by NTV7 and ASTRO.

"I challenge you! Give me 5 minutes and I'll show you how to expand your sales."

Jay at EXPAND, Tel: 03-254 3518 Go ahead, make my day! I'm confident once you see EXPAND

housewives? Business executives? What's the location?

and hear what I have to say, you'll be convinced too. Try it out

High rise foyers? Business complexes? Supermarkets? We can

with your sales staff and it could be the perfect way to start

advise you on what works and then your roadshow using

the new year.

EXPAND will definitely be an outstanding success! Thirdly, it's

Why EXPAND?

quality - which means superior reliability and durability.

A million reasons but most importantly it's a portable display

Everything at EXPAND takes seconds to put up, and seconds to

system unlike any other you've ever seen. Firstly, it's

dismantle. And they'll last a lifetime, take my word for it!

versatile with lots of different ways to get your message across

What have you got to lose?

depending on what you want to say, how and when you want to

5 minutes is all I ask, so call me now at 03-254 3518 or

say it. Sizes, material, colours, from tents to screens, everything

e-mail: expandasia@ppp.nasionet.net It's time to go to your

is up to you so you can tailor-make your message and present it

customers and EXPAND does it effectively and profitably.

the way you want your customer to see it. Secondly, it's mobile

You can EXPAND your sales in these tough times and I'll

so you can go to your customer instead of waiting and waiting...

show you how. Don't wait! Call or better still just drop in and

Plan your display. Create a theme. Are you talking to

I'll be ready.

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Everyday, Utusan Malaysia makes its rounds all over the nation to deliver the best in local and international happenings.

Because, the better informed you are, the happier we are.

HiTTk^Tn PENYEBAR FIKIRAN RAKYAT

MALAYS

For News That Matters The No.1 Bahasa Malaysia daily, based on Audit Bureau of Circulation's figures ending 30 June 1998.

by Graham Kelly - Creative Director, TBWA Singapore.

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What's Heroin realty like?

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The" Raising Kfimer Rouge creative hat found

standards in

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Bit of an open brief, this one. There are so many ways to raise creative standards, you could fill a book about them (at the last count at least 22 people have). So I've attempted to narrow it down to a few key issues relevant to Singapore, followed with suggestions that may be useful

run by the polytechnics. They're good, but don't offer the kind of hands-on experience that students get at say, the D&AD workshops in the UK, or Australia's AWARD school.

Setting up something similar in Singapore would be a great long-term boost, but in the immediate future there are other ways to help aspiring writers and art directors. For instance, creative directors and senior teams should try and spare more time to go through juniors' portfolios.

This is often the only chance young creatives have of getting valuable feedback on their work.

ACCOUNT PLANNERS ARE SORELY MISSED Very few agencies in Singapore have full time planners on the payroll.

Some have to make do with sharing a single planner (usually based in Hong Kong). Many have no planners at all.

The result is a dearth of strategic thinking. Briefs are cobbled together without a real understand­ ing of the market, the competition or the target audience.

Worse still, this leads to sub­ standard creative. By this I mean superficial ads which fail to tap into the feelings, aspirations and desires of the target audience. Sure, the creative might be clever, but it isn't really compelling or persuasive.

It's the difference between looking at work and thinking "What a clever ad", when the reaction we really want is: "What a great product".

OUR CONSUMERS ARE MORE SAVVY THAN CLIENTS THINK Over the years I've been in many presentations AVOIDING FORMULAIC ADVERTISING where clients say: "We really like this work, but the Singapore seems to be going through a bit of a visual-led phase at the average Singaporean won't get it". I've asked around, moment: big picture, small pack shot and a straight headline. Don't and everyone else in the business has had the same get me wrong, I'm not for a moment suggesting that this is bad. (I've We reprint the photo you want experience. In my view, clients who assume that their from the photo you dont done ads like this myself). All I want to suggest is that it's not the only target audience is so unsophisticated are being way to go. There are some product categories where a headline-led extremely condescending. approach can make more sense. As for body copy, well, it doesn't hurt For example, take humour. The fact is, Singa­ to have a decent-sized chunk. At the very least it'll make your ads poreans are avid viewers all kinds of comedy shows on TV: locally-pro­ look different. I like to share some of my work (on this page) with you. duced and western imports. And comedies at the cinema draw capacity crowds. Not only that, the most popular TV ad in a nationwide poll a few FOLLOWING TRENDS WILL HOLD SINGAPORE BACK years ago was the Levi's "Claymation" spot by BBH. To raise the creative standards in Singapore, we have to attempt to set Agencies should be prepared to take a stand when clients claim their trends, not just follow them. Admittedly, it's all too easy to get caught up target audience won't 'get it'. Too many great ideas are being killed this way. in the latest advertising vogue. Trouble is, some creatives seem to forget that even the work in the latest One Show or D&AD annuals was actually produced a couple of years ago. Taking all your cues from the annuals is Graham graduated with a Chemistry degree from Edinburgh simply aping ads, which, no matter how great, are already getting stale.

University in 198,. This was a surprisingly good preparation for his first job in advertising - copywriter for a Dutch business-toIT DOESN'T HAVE TO BE JUST PRESS OR TV business agency specialising in the chemicals industry. Realising Singapore is still very much print-driven, with TV coming a distant second. that writing for consumers was a lot more fun than chemical However, there are plenty of other avenues that can lead to great creative engineers, Graham joined a mainstream Dutch agency. work. For example, the KL classifieds campaign by LB which used outdoor After four years in Holland he moved to Singapore, media in a fresh way. There are plenty of other creative opportunities out joining O&M Direct as a copywriter. Approximately 3 years there, aside from conventional media choices. Smart creatives should be later, he moved above-the-line with O&M. In May 98 he moved exploring these too. to LB Singapore as creative director. In May '99 he joined TBWA as creative director. Graham's collection of awards includes: YOUNG CREATIVES NEED MORE SUPPORT One Show, Cannes, AWARD, Clios and the Media "Spikes".

Singaporeans who're just entering the ad industry need more help and V He has also won every major DM award.

J guidance. At the moment there are a couple of advertising/design courses

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brand

"If you look at the extent of Direct Marketing in the major overseas markets it is very obvious that around 60% of all commercials on television are built around a direct response strategy. There are freephone numbers to call for just about everything."

DraftWorldwide

starts its expansion

in Asia

DraftWorldwide, one of the largest global, full-service marketing agencies, has started its expansion in Singapore and Malaysia. Regional Managing Director and co-founder Sennett Tzinberg said, "We have been operating in Singapore and Malaysia for almost 8 years and have developed into one of the strongest and biggest direct marketing agencies in the region."

"We started from nothing and today have a very profitable business.

In 1996 we affiliated with DraftWorldwide, which is an aggressive world足 wide marketing agency, very similar to us in many ways. Internationally, this agency operates from 46 offices in 23 countries worldwide, with billings of US$2 billion. Here, we specialise in brand building, direct and promotional marketing and all the different direct marketing capabilities."

DraftWorldwide has moved into larger office premises in Singapore to cope with the recent business developments. Tzinberg adds, "DraftWorldwide wants to aggressively expand its presence and strengthen its service to better position itself for the next millennium.

If you look at the extent of Direct Marketing in the major overseas markets it is very obvious that around 60% of all commercials on television are built around a direct response strategy. There are freephone numbers to call for just about everything."

This augurs well for the direct marketing scene in Singapore, where more businesses than ever before are enjoying the fruits of direct

marketing success. It appears that in good times, direct marketing does very well. In tough times, it does even better, because businesses need to generate sales activity that's also accountable.

Since this highly specialised marketing technique has grown in leaps and bounds over the past few years in Singapore, DraftWorldwide is now looking at areas of possible expansion.

Tzinberg said DraftWorldwide is particularly interested in identifying privately owned direct marketing agencies and experts in Sin足 gapore. He quips, "I believe we can grow faster this way; if we can find other agencies and database managers that approach marketing with the same philosophy as Draft, ie.. a focus on brand-building strategies that deliver results for clients. If two companies share a common vision, culture and approach, a mutually beneficial relationship is an easily attainable goal."

Sennett Tzinberg informs ADoi magazine that he is available to talk to all interested parties regarding a potential relationship with DraftWorld足 wide, provided they fit the direct marketing, sales promotion or general advertising profile. He can be contacted at 65-440 2866 or even by e-mail: sdraftworld@pacific.net.sg.

DraftWorldwide new Singapore address is: DraftWorldwide Pte Ltd 46 East Coast Road, #06-05 EastGate, Singapore 428766.

earthwind&fire

PHILLIP WAIN APPOINTS AMMIRATI PURIS LINTAS

in their element!

Malaysia's hottest new agency earth,wind & fire advertising Sdn Bhd opened shop at 6A, Jalan 8/1, 46050 Petaling Jaya. Contact num足 bers are 03-758 6810 (tel) and 03-758 5781 (fax). Helmed by exstaffers of ad agency Inter-Pacific, namely Nantha, Nizam and Don they are also in Singapore, Hong Kong, Taipei, Bangkok, Manila and Melbourne.

Zenith gets Sony Zenith Media is now the exclusive media agency for Sony in Malaysia after a competitive pitch. "Zenith demonstrated good strategic thinking and its ability to deliver on media planning and buying efficiencies," said Haruhito Tanigawa, GM of Sony Malaysia's Consumer Marketing Division.

Ammirati Puris Lintas (APL) Singapore has been appointed to the exclusive Phillip Wain business in Singapore. APL won the business in a hotly contested pitch against a number of local and international agencies. Greg Paull, MD of APL adds, "We did a number of things in the pitch that we believe made a difference - firstly, we very strongly gave a point of view - it's time for Phillip Wain to move away from the '$19.95 Sign Up Todays' and regain its positioning as the number one luxury health and beauty centre in town. We also did more than just pay lip service to the competitive environment - we invested in signing up our own staff to evaluate Singapore's health services. I'm proud to say we now have an even leaner agency than ever before!"

CORRECTIONS IN ADVERTISING DIRECTORY OF SINGAPORE (ADS) 1999 We regret the error on Page 84 of the above publication. The correct logo above the listings details should read as DraftWorldwide Pte Ltd and not as published.

ADO' 12

Also note that on Page 22, E. Sim is no longer the GM of Kraft Foods Singapore and Ramiro M Cruz is their Director, South East Asia Imports.

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|g\ McCANN-ERICKSON's CONSUMER

INSIGHTS

Welcome to McCann-Erickson's fifth installment on findings of interest from the Malaysian consumer. As part of an ongoing global initiative, McCann teams in 50 offices in 42 countries interviewed over 20,000 consumers during 1998. Findings from these group discussions form the basis of Brand Strategy and creative Selling Ideas at McCann. In this issue we give you five key learnings from two important constituencies, the Identity Builders and the Family Builders.

FIVE KEY LEARNINGS FROM TEENAGERS IN MALAYSIA C1y) Teens are not really brand loyal the focus is more on 'newness, recentness', on brand labels, not really on brand Lames. There is often an absence of a closely identifiable relationship between the consumer and his/her favourite brand.

(5) There is a strong desire for more openness, communication with parents our young consumers have shared dissatisfaction with current levels of communication and sharing with parents.

Youth like the concept of 'Seimbang' - the happy blend of the east and the west, in their lives. Outwardly they may be more western, but come across as being very Malaysian at heart.

Media spend relating to teens, could be significantly, reduced the pre-examination and examination period - their mental and emotional capability to sense, process, perceive ad messages appears to be distinctly lower at these stressful times. They feel uninvolved, detached during these weeks. (%) Cyber cafes, Book Stores are emerging media opportunities -they represent everything that is Young, Aspirational, Modern, Intelligent.

FIVE KEY LEARNINGS FROM FAMILY BUILDERS, There is almost a cultural divide between working women and stayat-home moms, with the former being better informed, more open to ideas, more articulate. Messages targeted at these groups need to keep this fact in mind. (%) Health foods are emerging in importance - more family funds will be allocated to this product category in the years to come. We found high levels of awareness concerning the importance of vitamins and supplementary nutrition in their lives. (%) Lipstick, Cleanser and Moisturizer are the three most often used skin-care / cosmetic products. UV protection / awareness is growing slowly but steadily. ("5) Visiting the Zoo or Forest Reserves with the family was not a very popular recreational activity Amusement / Recreational Parks like Genting, Mines Resort, Sunway Lagoon, held more appeal.

Movies, especially Hindi movies, are well liked and watched by the Malay housewife. The elements of romance, aspirational life styles, emotional hooks and good looking stars, that Hindi movies are replete with, all contribute to this appeal.

For further Information/Insights, feel free to call: Dr Deenaz Damania, Director of Consumer Research & Training.

E-mail: deenaz-damania@mccann.com Tel: 03-2334794 Fax; 03-2305598

Making of die Panasonic Hip Stereo TVCH Starting anew, this breakthrough commercial for Panasonic Hip Stereo juxtaposes the east and west through parody. The commer­ cial is a spoof of a classic western showdown. "I decided to go with an Indian movie style as it's a com­ plete contrast to the cowboy sce­ nario, also its never been done here for a Malaysian tvc. Yet Indian cul­ ture is such a big part of Malaysia, the time was right" says Barney Chua the spots director on "Showdown" looks the way it does.

The "Showdown" tvc takes place in a rundown funpark where lots of big, colourful Indian posters set the backdrop. This commercial intro­ duces the new Malaysian hip-hop duo, 'Kamikatze' The film opens on the villain, who is a cross between the classic western gunslinger and a Bollywood Mafia Mobster, awaiting the arrival of his opponents. The heroes 'Kamikatze' enter in style driving a very happening Cadillac complete with velour trim and bullhorns on the bonnet. The villain starts mock­ ing them in true Indian-movie style.

He then draws and shoots using his prized possession, a Brand X personal stereo, and misses. Totally unfazed by the villain's attack 'Kamikatze' cool as can be draw and shoot with their more power­ ful, long lasting Panasonic Hip Stereo. Of course our heroes will not lose this battle, as always in the movies good prevails over evil. The villain is blown away and defeated by the sheer power of 'Kamikatze's' Panasonic Hip Stereo. The soundtrack is courtesy of the films on-screen heroes 'Kamikatze', taken from their soon to be released debut album. The tune is upbeat, hip-hop with a touch of Indian rhythm. Which works nicely with the end of the spot where an Indian dance troupe dance into scene celebrating the heroes' victory. The dancers then proceed to present the full range of Panasonic hip stereos available.

The tongue in cheek concept clear­ ly appeals to the younger genera­ tion, the main target market for Panasonic Hip Stereo.

Agency : Noga DDB KL Creative Team: Ted Lim, Jamal and Jo Ho Film Director: Barney Chua Production: Carrot Films KL Executive Producer: Steven Ng Producer: Davin Foo POP: Chin Chen Fong Pp?t Production: APV, KL. Editor: Terrence Manuel Music: "Kamikatze" & Paul Morrison, Synchrosound KL.

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Tel : (+8610)698 034 59 Telefax : (+8610) 698 034 58

E-mail www.signtechasiapacific.com Mr Robert C.F.Ho, Group Chief Executive

: signtec@public.bta.net.cn www.signtech.com.cn

SEGD

First DM Spininar bv DMAM

Rod Strother, Grey Direct Malaysia

When I took on the role of 'education' for the Direct Marketing Associa­ tion of Malaysia (DMAM) I boldly said that I would organise a series of semi­ nars aimed at raising awareness of direct mar­ keting. It was a great idea in my mind. Which is where, I very quickly realised, it should have stayed!

A few months later, the cold sweats started and carried on up until the day of the creative brief. However, I pulled out the stops with a pretty in-depth, comprehensive brief and we had an immediate course of action plotted out:Rod: Er...ah...it's about this DMAM 'thing'.

Nina (head of Grey Direct Creative): Uh-huh.

Rod: We need to do something.

Nina: Uh-huh.

Rod: So how?

Nina: Leave it with us - wait, one thing.

Rod (wishing to sound helpful): Yes! Nina: Change the disc on the CD player on the way out!

The cold sweats stopped after that. And the shaking started. The clock struck 12 mid­ night on the eve of the presentation and we were nearly there. At lam we were also, nearly there. Just after 2.30am we were almost, nearly there. Finally at 4am we WERE there.

ARGENTINA

DDA777777 DriHtu

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DROP OUT OF SCHOOL AHD YOU'LL STILL FIND SOME DOORS OPEN TO YOU.

The ones who could still keep DMM their eyes open were busily greet­ ing the first of the delegates on the day itself. Encour­ aging that those in attendance covered a broad cross-section of clients ranging from the insurance sector to the petroleum com­ panies - to the nondirect Agencies and those on the supplier side.

After ushering everyone in, the moment had finally arrived. The lights went down, the President, Mr Sia Chon Ming, made his introduc­ tory speech, the first speaker came on and.... the day was over in what seemed like minutes. Well, hours when you were up speaking! By the end of the day delegates had had an insight into the subject - direct marketing ltol. For some it had been an eye-opener. For others, simply a refresher course. Feedback has been very encouraging and has shown that there is definitely a growing interest in companies (and some agencies!) wanting to find out more about how they can benefit from implementing direct marketing within their organisation.

Before finishing, special thanks must go out to all the speakers - Liza Ramli and Kareem Qureshi from Star Solutions, Tan Moy Huang from Bristol Myers Squibb, Shane Weaver from Tequila Singapore and Yong Lye Peng at BBDO who all made my job a lot more difficult; having T he AUuto I

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Enemies of the Ordinary YOU'VE LOST YOUR TEETH J ONCE. DON'T LOSE THEM AGAIN. to kMhUf m «ptecwQ iNw « waw «mn#i isn't enough Without (tonus, *H8 <m dMWotfllt fouwid SMxtot.if (teMiw ptaqu*. wwm *n ri Ufc p* In 10 tmrn to! Iwrns *>u wft dm, spkN ri •m found snfe on

Steradent denture cleanser

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to speak before them! To ward off any potential repercussions at this end, I'd also like to thank all the account management side and creative teams at Grey Direct and Grey PR's Sulyna Abdullah on being the perfect MC for the day.

Rod Strother is now in a mental home organising the next DMAM seminar but can be reached on 03-262 2796 or at rod.grey@integ.com.my if anyone would like to talk business and preserve his sanity!

Singapore Creative Circle Awards 1999 The next Singapore Creative Circle Awards (CCA) is scheduled for 22nd October, 1999 at Suntec City Ballroom. The qualification period for entries is 1st September 1998 to 10th Sep­ tember 1999 and this year's Chairman of the CCA's judging committee is TBWA Regional Creative Director Michael Fromowitz. Entry deadline is 15th September 1999.

All entries must be sent to the Singapore Creative Circle Awards 1999 c/o Association of Accredited Advertising Agents Singapore, No 333 Orchard Road, Mandarin Singapore, 5th Floor Main Tower, Singapore 238867.

Tel: (65) 836-0600 Fax: (65) 836-0700 www.smatcom.com/creativecircle/index.htm

Recently Naga DDB Sdn Bhd introduced a showcase book called Enemies of the Ordinary which features some the best creative work done by Naga DDB and DDB worldwide.

Incidentally, DDB offices around the world celebrated their 50th anniversary recently. Here we present some of the ads from the book creat­ ed by Naga DDB which made award-winning history.

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Company

ACNielsen Shares Secrets of New Product Success Expert unveils ACNielsen BASES for accurate sales forecasting New product launches can be a risky business, with an estimated two out of three new products being withdrawn within three years, according to Dr Lynn Li,n, vice chairman of ACNielsen BASES, and a world renowned expert in market testing.

Speaking to senior executives from the Malaysian packaged goods and service industries, Dr Lin said there were a whole range of factors that might lead to launch failure.

"Unless you do it right, new product launches can be risky and costly to the company," he told executives.

Speaking from his experience, however, the developer of the ACNielsen BASES system - the most accurate sales forecasting model - said there were proven strategies to minimise the risk element in product launch management.

Dr Lin said poor product quality was a key failure factor.

Others include unappealing product concept, incorrect pricing strategies and insufficient advertising and promotional support.

"Besides problems with the product itself, underestimating competitive retaliation can also be

r1

.....

I I I I I I I I I L

fatal," he added.

There are also more subtle reasons, including the failure to fully utilise marketing research data, emotional and organisational factors, he said.

"In many companies, a brand manager handles both established product marketing and new product development. Unfortunately, such a structure is not conducive to new product developrequires ment, which support from various departments including fmance, manufacturing, research and development, and engineering," Dr Lin explained.

Offering his insight into successful launches, Dr Lin said advertising and distribution could be two key success factors. "Advertising is very effective for new brands in comparison to established brands, due to its role in generating awareness, and increased distribution can result in almost linear increases in volume for new brands," he said.

Dr Lin said BASES could simulate the sales results of different marketing mixes, a dynamic approach that would allow marketers to fine-tune and improve their marketing plans.

"To arrive at an optimum

marketing plan, we vary the levels of production, quality, timing of sampling, rate of distribution channel build-up, advertising and instore promotion, as well as assess various competitive reactions," he explained. In addition to sales forecasting, ACNielsen BASES also offers a comprehensive range of diagnostic tools providing insights into consumer perceptions and behaviours that drive sales.

"ACNielsen BASES is particularly effective in establishing levels of consumer overstatement, which differs by product category and by country, culture, and certain demographics. In Malaysia, for example, the Malays and Indians tend to overstate more than the Chinese," Dr Lin said.

In the current econontic crisis, ACNielsen BASES can play a crucial role in guaranteeing success of new product launches.

"Consumers are more price conscious, they know more about products, so launching or re-launching products is riskier than it was before. To keep the risk to a ntinimum in the current econontic climate, it's critical to accurately forecast the sales volume of new concepts and products".

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22B, )alan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur. Tel: (603) 716 2588 Fax: (603) 716 2598 e-mail: harn@pop.jaring.my

ADO/ 1R

I I I I I I I I

I I ..1

New JCDs at BBDO Following the departure of Creative Director Soon Cheng Sun from BBDO Malaysia, a new 'Dream Team' secured from Leo Burnett Malaysia has now taken over the creative reins at BBDO. International award-winners Lee Szu Hung (writer-based) and Huang Ean Hwa (art-based) are now BBDO's new Joint Creative Directors. Tipped to be the brightest creative team on the local ad scene, they have already won many world-acclaimed awards including Cannes Lions, The Globals, Asian Advertising Awards, London International, New York Festivals, THRadio awards and well as the LB Black Pencils. ADoi wishes them well in their new roles and we look forward to see them further improve BBDO's creative product in the near future.

Advertising Secretariat moves to Phil eo••• Vigil Management , the official secretariat for all the major advertising bodies in Malaysia has changed their name to Macomm Management Services and are now located at Unit 706, Block B, Pusat Dagangan Phileo Damansara 1, No 9, Jalan 16/11, Off Jalan Damansara, 46350 Petaling Jaya, Selangor.

Their new contact numbers are 03-460 8535 (tel) and 03-460 8532 (fax).

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You will be excited to take charge of three sales divisions. be responsible for the achievement of aggressive sales targets and the development of winning selling strategies.

You may or may not have a degree, but you will have a proven record and a natural flair of sales success. Your working experience will have been in a similar capacity and for a period of not less than five years. Your leadership skills have been tested and you are comfortable with taking responsibility for others.

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ANEW MILLENNIUM CONCEPT IN INTERACTIVE AGENCIES

A new interactive agency has appeared in the US which is structured in a way which may very well be the style of the future. Hangar-18 has been set up by 24 separate companies who are all members of the ICOM Group, which is one of the largest groupings of independently owned and managed agencies in the world, with 72 agencies in 48 countries.

By getting together and setting up Hangar-18 (originally there were 18 partners), the partners can provide highly skilled technical and creative resources, with the goal of bringing the advantages of interactive technology to integrated marketing communications. Hangar-18 will offer its services through ICOM globally, as well as seeking interactive clients independently.

Hangar-18 is comprised of independent cooperative companies, working together. A major competitive advantage for the organization is that its members are all experts in marketing strategy, in addition to their expertise in digital technology. Hangar-18 will have a special capability of developing interactive programs as part of integrated marketing campaigns.

In June, Hangar-18 announced that it had been retained by Switzerland Tourism to develop a new e-commerce Web site, expected to be on-line later in 1999. "The Hanger-18 partnership was key in our being awarded the Switzerland Tourism e-commerce Web site," said Joe Hartnett, team leader for the project at The Phelps Group, the Hangar-18 partner in Los Angeles. "Switzerland Tourism can take advantage of our combined expertise in user experience design, database and call centre integration, plus a full range of integrated marketing communications resources, to bring to market a leading destination e-commerce site."

The Executive Director of the International Communications Agencies Network Inc. (ICOM) is Gary Burandt, whom many may remember as the recent President and CEO of Dentsu Y&R in Singapore.

More information on Hangar-18 and ICOM is at www.h-18.com, and www.icomagencies.com or contact the Malaysian ICOM member Select Team Sdn Bhd at select_team@ibm.net

J Walter Thompson fights 'Dioxin Scare' with Krafty ads JWT Malaysia's recent campaign for Kraft Foods used the core value of the brand 'Playful Nutrition' to creative advantage. Developed to assure con­ sumers about the qualit of the Kraft brand in light of the much publicised 'Dioxin Scare', the campaign features Kraft sliced cheese with carve-outs in the centre as part of the headline. Using single Mandarin characters placed inside the carved-out visuals, the fours ads communicate Kraft is safe to eat, builds bones, strengthens teeth and

that it helps you grow healthy and strong. Each headline has double meanings. Credits go to Creative Director: Stephen Lee, Copywriters: Tay Ai Tee/ Mike Chin, Art Director: Tay Ai Tee and Account Management: Low Siew Ling/Malini Selvacumarasamy.

Here's a presentation of the clever series. Bite into it!

•

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Headline: "Don't Worry/Keep in Mind"

Headline: Headline: "To the Bone/Serious

"Strengthen

Matter"

Teeth/Precious

Teeth"

Headline: "Healthy Body/Builds Body"

MTV hits thft numbers on all fronts!

The recently released results of ACNielsen's pan-Asian cable & satellite television survey CABSAT (Jan - Dec 98) confirms MTV Southeast Asia as the leading music channel in Malaysia, and among the top 10 channels that MUSIC TELEVISION SOUTHEAST ASIA »»•» »— young adults age 15-34 watch, based on past 30 days viewing. CABSAT also shows that MTV has an advantage versus its

CABSAT 1999 Past Month Viewership; MTV ranks 5th among voung Malaysians who receive ASTRO

Source: ACNielsen CABSAT (Jan-Dec 98) Base: 15-34 viewers who receive ASTRO (198,000)

closest competitor, indicating that 15-34 viewers tune in to MTV more often on a monthly basis. MTV led its closest competitor in Malaysia, demonstratng a clear lead­ ership in the music television category. MTV also emerged as one of the top channels across all cable & satellite tele­ vision categories among young adults in Southeast Asia, including Malaysia, Singapore, Thailand and the Philippines.

Adds Sudhanshu Sarronwala, Managing Director of MTV Southeast Asia, "CABSAT results once again support what we've always maintained - that MTV is the leading music service in Malaysia and the rest of AMI PAX - Past 30 days viewing Southeast Asia."

40 38 Interestingly, according to AMI PAX 35 32 98, in terms of past30 month viewing, MTV 30 also reached more 25 23 affluent young adults (age 25-34) than any 19 20 other channel in 16 16 15 Southeast Asia, and 13 11 was named Favourite 10 Music Channel. MTV Southeast Asia is avail­ able around the clock —J to over 198,000 house­ holds on ASTRO's a. a) Q §o ft s !

I satellite broadcast sysa o tem and also MTV Source: AMI PAX 1998 Syok over RTM 2 on Base: Affluent Malaysians aged 25-34 (161,545) Sundays at 8pm..

J

21 ADO'

Bozell's spacious reception area (left) sets the welcoming tone. The office's theme - light and energy - is evident throughout: from the seemingly endless central aisle (below) to the individual department areas, the attractive 'kopi tiam' (above) and the main conference room (bottom), which has just about everything to make a lasting impact.

Let there be light And there was light. Everywhere in fact. Step into Bozell Worldwide's new office and you'll see how wonderfully bright everything is. Maybe it's symbolic - illumination, bright ideas, that sort of thing. It certainly works. As you step past the reception area into the agency beyond, you feel a buzz, an energy.

But the lightness of being is not the only prominent feature. Blonde coloured Kasah wood is used liberally throughout, which works beautifully with the other materials, and the selection of modern art, to achieve a bright, vigorous yet warm and attractive atmosphere.

Visually stunning as it is, perhaps the most impressive aspect of Bozell's new 17,500 sq. ft. premises is the 'management creativity' that achieved such a beautiful result so economically. The agency designed everything themselves, and greatly minimised cost by purchasing materials direct. This resulted in the entire move everything: air-conditioning, flooring, all furniture and furnishings costing no more than RM60 per sq. ft. (And financed via the Malaysian company's own resources.)

The design function was headed by Senior Art Director Mok Chek Kee and General Manager Sheila Luis; and with Finance Director Chris Tan and Bob Seymour's PA Siew Ting completing the management team.

Office Warming - Friday, 21st May 1999

J

(1) (I to r) Asia Quest's John Lim, Bozell's Francis Lee, Simon Ng, First Mobile I Group and Rahim Salleh, GM for the NST. (2) Ng Choo Chong and Pan Choi Yen I from Dumex share a drink with Bozell's Belinda Wong (3) Danone's Owen Ow and \ Gerard Raymond from Sara Lee raise a glass with Bozell Associate Account Director Christina Tong. (4) Bozell's Nadzifah Noordin welcomes Mr. & Mrs. Ward Crawford from Cadbury. (5) Got Milk? Bozell CEO Bob Seymour with S.B. Cheah and James Yew from Malaysia Milk. (6) Harris Beh Group Executive Director, KFCH and Chris Thiagarajah, Boh Plantations with Bozell GM Sheila Luis. (7) Celcom's Zulkifli Jusoh and Bozell's Tan Po-Wen smile for the cameras. (8) Sharman Arumugam from Prime Utilities, Bozell Account Director Kuan Kah Kok and Thong Sia's Vivien Yap

MALAYSIAN VIDEO AWARDS

The recent Malaysian Video Awards (MVA) 1999 was a blast. Held at the new National Art Gallery on May 28 it attracted over 500 Entries. ADoi presents an exclusive spread of the action, the work, the stories and the winners in the following pages. Enjoy!

LIST

OF

GOLD

WINNERS!

Best TV Commercial - Sheen S Singh of Axis Films for Malaysia Airlines, All Best Director - Yasmin Ahmad and Tan Yew Leong of Leo Burnett for Petronas, Forgiving Best Production Design - Jim Mohan of Axis Films for Malaysia Air­ lines, All

r•

Best Costume Design - Low Yow Fei of Carrot Films for Panasonic AK Series Mini Hifi, Aliens Best Script - Kit Ong of Filmpoint for YMCA Language Courses Talk To Me

Best Documentary - Dave Singh (B&W Films)

Best Cinematography - Zainuddin Mohamed of Axis Films for adidas, Kompung Boy Best Editing - Mohd Zaki Marie of Mirage Post for adidas, Kompung Boy

Best Director - Yasmin Ahmad (Leo Burnett)

Best Special Effects - Moon Choong and Mark Ranton of VHQ for Kodak Pictures Best Animation(2D eel/Stop frame) - Lau Kim San and Team of VHQ for Kancil Awards, Opening Gambit Best 3D Animation Mirinda Boxer »!AfM

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Best Graphic - Lam Wai Ming of Filmpoint for As Station DNA Best Sound Effects/Sound Design - Sean Frederick Gregory of Addaudio Proton Perdana V6, Train Chase Best Documentary - Baldave Singh, B&W Films - Vasakhi Day Best Corporate - Ben Rogen of Good Word for Condom How Hard Can It Be Best Music - Anton Morgan of Imaginex for Precint 10, After The Rain Best Music Video - Farouk Aljoffery of Planet Films for Ferhad, Soul In Me

Best Editing - Mohd Zaki (Mirage Post)

Best Performance in a TV Commercial - Euan Ashraf via Axis Films for Malaysia Airlines, All

Best Special Effects (Post) - VHQ

Best Experimental Video (Amateur) Animation - Chin Khen Wei Wei of LICT for Mistakes Best Experimental Video (Amateur), Below 18 - A Abraham for Dark Monologues _ Best Experimental Video (Amateur), Above 18 - Leo Choe Yin and Shafina Ahmad of USM Life is Just Like Living In One Big Box Best Experimental Video (Professional) - Yoki Chin of Filmpoint for Tidak Boleh Best Editing (Asean) - Affandi Jamaludin of Mirage Post for Petronas, Local Hero Best Director - John Maries of Axis Films for Guinness Stout, Supermarket Best Animation (3DCGI/2dcel/stop frame) Asean - Peter Coleman orVHQ for Panadol Cold Taps Best Cinematography - Chin Chen Fong of Axis Films for McDonald's Thematic Red Balloon

Best 3D Animation - Fat Lizard

Best Short Film on AIDS (Amateur) - Briony Kidd from Indonesia for Darah Kehidupan Best Short Film on AIDS (Professional) - Yoki Chin of Filmpoint for Time Of Death

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Best Sound SFX/Sound Design - Sean (Addaudio)

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"In my generation, we had people like Ridley Scott and so on. These people live and breathe movies.

I think we should not try to duplicate that by having our own tv production department."

BBDO 1S commitment to Asia con~ Jean Michel Goudard is Presi-

I believe that BBDO has become a communications group. And I'm talking about advertising, direct marketing, sales promotion, interactive, pr, corporate, design. We have all these disciplines.

dent of International Operations for BBDO Worldwide and has now assumed the additional role of Chairman for BBDO Asia, replacing Chris Jaques who has left to head APL Europe. Jean Michel is responsible for BBDO in all of Asia, Pacific, Europe and Latin America.

He virtually lives in planes and for the past two and half months alone, has visited nearly 30 cities around the globe. In 1974, he was one of the original founders of French ad agency Euro RSCG; the "G" in RSCG is Goudard himself. He joined BBDO in July 1996 because he wanted a new adventure. The key reason why he did not join BBDO earlier was because he was busy helping Jacques Chirac win the French presidency in 1995. One month after Chirac was elected President, Goudard signed up with BBDO. ADoi met up with him when he visited KL last month for a face-to-face chat about his new challenge with BBDO Asia ...

Mr Goudard, I am pleased to meet you and you seem to have a lot on your mind. Who did you meet yesterday?

Yesterday I met Pepsi in Hong Kong and I visited a company we bought called L&M which is a sales promotion company. Tomorrow, I will visit a design house in Singapore which we are also thinking of buying. Today I met Bayer, ICI, Pepsi here in KL, I had lunch with our Kentucky Friend Chicken client. My job is to make sure that in every city in the world we are BBDO. Our culture is to produce 'the work, the work, the work'

which is also our philosophy. We create work that touches people's hearts and minds better than anybody else. We were not the most creative network in Asia but we have become the most creative network in Asia if you look at our recent performance at the Cannes film festival. That's good news for us . Then again, I feel we have not reached our highest standards yet, so I will make sure this happens.

for people to assume that everything is rosy again and start behaving lavishly and make mistakes, then we'll be in trouble in another year; suppose we have a Chinese (currency) devaluation and here we are again. So we have to be prudent. But there are some very good signs. I am seeing that BBDO is going to have a better year in terms of revenue this year, compared to 1998. But I'll have a better picture by mid 2000.

Tell us about the surgence of media independents, Malaysia had two such outfits launched last month.

Do you have time for anything else?

Well I have no life you know! I have been divorced twice, I live alone.

My children are with their mothers.

My son from my second marriage is having a school break and he will follow me to Japan, Hong Kong and Bangkok. I'm looking forward to it.

I can't help but ask you about your reading of the regional economic crisis...

I can only tell you what I hear and read in the papers.

I think we have turned the corner, but it would be dangerous to assume that we have recovered fully. It will be very dangerous

Well, we have OMD which is probably the largest media specialist in the world. And yet again, it is so different country by country. In this region, there has been a lot of talk, a lot of work but I don't see anything meaningful from Carat, Mindshare, even from ourselves.

But then it is coming. Don't forget I come from the country where all this started: France.

It all began around 1968 with the company that is now called Carat. It was created by two brothers; one of them happened to be also a world poker champion in Las Vegas. He was an entrepreneur, the kind of person who can accelerate the development of an industry. Now we have technicians, so we will take more time.

Recently, some agencies in Malaysia announced plans to open new divisions within the company to handle stuff like film production and so on. What do you think

iniifis with

Jean Michel fiondard

about expanding an agency in this way?

I believe that BBDO has become a communications group. And I'm talking about advertising, direct marketing, sales promotion, inter-

BBDO New York, which I believe is the best tv agency in the world, did not create their own film production department. They work with Pytka, they work with Scott and the best the film industry has

I think in the next three years when the networks in this region become mature in the core disciplines of advertising, direct marketing and interactive, then we'll see great things come out of these markets. And you will have lots to write about! active, pr, corporate, design. We have all these disciplines. That I believe is our destiny everywhere.

Now, when you talk about tv production, I personally think that is not our job. I think that we must allow ourselves the possibility to use talent that comes from the world of the movies. In my genera­ tion, we had people like Ridley Scott and so on. These people live and breathe movies. I think we should not try to duplicate that by having our own tv production department. When I had my own company, RSCG, my partner and creative director wanted to have a department like that but I was against it. We did it and we closed it two years later. Why would the best film people come to an agency that makes ten commercials a year when they can work in a produc­ tion house that makes 100 commercials a year.

to offer. Can you hire Pytka? No! What does BBDO mean to you?

I left a company where I had my name on the door (RSCG). I left a country where I helped elect the President (Chirac). I did all this to go to BBDO. I did it because I believe that BBDO did the best work that was possible. BBDO stands for a world-class creative product and I wanted to be part of this incredible phenomenon.

Is this your first visit to Malaysia?

No, I been here five times now.

When I first came here I hired Jennifer Chan to head our KL office, then I hired Chris Jaques and David Alberts for the region.

I usually spend only one night in KL. My school friend is the French ambassador in Bangkok, so

I tend to spend more weekends there, going to Koh Samui or Phuket. He is a painter, a writer and we have been friends since we were twenty. I think KL is a truly beautiful city; pity I don't have a girlfriend (chuckle).

Mr Goudard, in your mind, where is Asian advertising heading?

First of all, Asia is healing. So it is difficult to make an assessment of a region that was bleeding and has yet to heal. When you look at the work, it is all so inconsistent.

Sometime back, Japan won the Cannes Grand Prix for the best commercial in the world. The it was the Spanish, then the Brazil­ ians who ruled. But nothing (in terms of tv commercials) came from this region. I can see Thai­ land, Singapore and Hong Kong doing great work. Sorry, but I think Malaysia is still not there yet. But there's no question that things are improving.

I think in the next three years, when the networks in this region become mature in the core disciplines of advertising, direct marketing and interactive, then we'll see great things come out of these markets. And you will have lots to write about!

You must have heard of the Made-in-Malaysia policy for television and radio produc­ tion here. What do you think of its relevance?

Yes, it is the same in France. We want to protect our movie industry, our culture, our talents; we put a quota on the tv and radio stations

(on American songs) so that we don't get foreign influences... does it work? Rationally, it should work.

I know that the Americans are so powerful. If you leave the doors open they are going to eat every­ body. So you must close the door a little. Which we are doing in France, which you are doing here.

It's a question of balance. You must close the door, open the door, close the door, open the door... There is no one way to do things; we must ask what is the best way to have diversity. I know one thing: good work is possible if we preserve diversity. When I go to Japan, I love the Japanese side of it. When I come to Malaysia, I love the Malaysianess here. Diversity is original and beautiful!

At the recent Cannes Film Festival, ten BBDO agencies won awards.

BBDO led the way, winning 13 Lions for film with 4 Golds, 3 Silvers, 6 Bronzes.

With 1 1 Lions in Print, it is the third leading agency.

In Asia, BBDO won two out of three television Lionsl At the Asian Ad Awards in March, BBDO won the second largest number of awards.

Trade magazine Advertising Age also voted BBDO as the world's most creative advertising network for 1997 and 1998.

29 ADO'

Media Matters Recently, ADoi met up with Mark Austin , Regional Managing Director of CIA Asia Pacific to seek his views about the changing media scene, the sprouting of media specialists and so on .

This interview comes hot on the heels of our cover story in the last issue of ADoi which covered this subject in detail. ..

Do you think ad agencies feel threatened by the growth of Media Specialists?

Yes, I think they probably do but it's not the Media Specialists per se that they should feel threatened by, but rather the factors and business conditions that have encouraged their rapid development. One of the bizarre aspects of ad agencies feelings of being 'threatened' or 'fearful' is that they have actually been caused by the parent group management of their own ad agency. Now that Leo Burnett has announced the advent of their Media Specialist brand, StarCom, every major multi national advertising led communications group is actively developing a Media Specialist brand. In most cases, Media Specialists are in effect, the sons and daughters of ad agencies who are growing up to challenge their parents with youth, vitality and a communications environment that is increasingly being led by 'media' rather than creative issues. In other words, the 'media' world is becoming increasingly relevant to the consumer and therefore, clients, their brands and therefore their business. On the other hand, a creative-led approach to solving communications problems is becoming increasingly irrelevant into today's digital interactive world.

Is there an 'escape route' for the media departments of ad agencies who do not have a media specialist in tow?

This question needs to be answered in two ways depending on whether an individual is working as a media practitioner in the media department of a local agency or in a multi national agency. For those in the former of the two categories, I have to say that their days are numbered. Two years ago, I predicted that by the turn of the

century, at least 60% of media practitioners in Hong Kong and Singapore would be working with media specialists. I was wrong.

It only took 18 months . While it will take a little longer, it will happen in Malaysia and in fact already is well on the way. Media specialisation in a global phenomenon with an unstoppable momentum. For those currently working in the media department of a multi national agency, it is a fait accompli that they will be working for a media specialist in the near future as every single MNC agency group is developing their media specialist

open an office in KL ?

The CIA Medianetwork objective is to be a 'World Class, Global Media Communications Specialist'.

We therefore need to have a quality presence in every major market.

Malaysia is a major market.

What makes CIA different from other media specialists?

We have a number of unique selling points that sets CIA apart from the competition. We developed Asia's first and second independent media companies and this has given us an important headstart over our competition.

It is the triangle led at the top by our people

that on the one hand drives our unique processes like our '360 degree vision' approach to Integrated Media Planning.

On the other, our research arm, CIA MediaLab, is then the vehicle that enables us to develop unique insights into the relationships between consumer's brands and the media. brand right now and have more or less declared their intentions to take them onto a global platform.

Within the inescapable reality of these developments , there is however an interesting observation worthy of exploration. The business models of media specialists (and in fact conventional advertising agencies for that matter) have been developed in the massively lucrati'Ze American and European markets and then exported to Asia where the conditions are entirely different. The forcing of these inappropriate business models into Asian markets is a serious long term mistake and has caused considerable discord amongst local managers even of MNC ad agency groups. Add to this the ludicrous agency commission system, the competitive almost desperate pricing policy of many agencies and the recent economic conditions and they have all come together to create this unprecedented level of confusion.

What are CIA's plans for the region? Are you planning to

Our key point of difference however is as a result of the fact that we are entirely independent of any advertising agency group.

This independence, along with the fact that our business is 100% focussed on media means that we attract the best independently minded media people.

Overall therefore, our key point of difference is that we have the best media people in the business who, through our independence, have the freedom to recommend solutions that are right for the client, not necessarily for the agency. At CIA, we see 'media' as a subset of marketing and business , not as a subset of advertising.

We answer to our clients not to a parent ad agency.

It is the triangle led at the top by our people that on the one hand drives our unique processes such as our '360 degree vision' approach to Integrated Media Planning. On the other, our research arm, CIA MediaLab, is then the vehicle that enables us to develop unique insights into the relation-

ships between consumer's brands and the media. Add to this the fact that our definition of Media goes way beyond the conventional meaning of the word. We see media as any channel of communication. This opens up a whole new world of media-led opportunities that can make a real difference to a client's business, not just window dressing for a tactical creative solution.

Where do you see media specialists heading in the new millennium?

I have a view that leads to a simple and clear vision of the future. I don't think anyone would argue with the idea that consumer behaviour shapes the direction of any given client's business (if it doesn't, they are not long for this world!) . If it is also true to say that the rapid and far reaching developments in media are increasingly influencing consumer behaviour, then it must also be the case that how well or badly clients manage the three way relationship between the media, the consumer and their brand or business will dictate their level of success. No one is better positioned to advise on managing that process than a truly independent company entirely focussed on the most important business dynamic of the new millennium: media. But then I would say that wouldn't I?

Mark Austin has been a media professional for 17 years.

Of these, 11 have been spent numing media speclalist companies. In 1987, Mark orchestrated a IIULDagement buyout from Foote Cone and BeldiDg, London to start the independent media company, Austin West Media with 8 cHents, 4 staff and turnover of US$10 mlllion. After Mark sold his stake in AWM in 1995, he was approached by Chr.ls IDgram to run the CIA-Batey joint-venture in Singapore, CIA Medianetwork Singapore, and jumped at the opportunity.

CIA developed the ftrst and second media independent companies in Asia in the guise of CIA Paclftc in Hong Kong in 1993 and CIA Medianetwork Singapore in 1995.

More recently, they have once again broken new ground by launching CIA Medianetwork Internatlonal Asia, the region's ftrst dedicated Internatlonal Media Management unit.

spotlight Yakking with SP Lee, Creative Council Chairman, on the coming Kancil 1999 Awards ADoi: When~ the Big Night?

SP: Friday 17 September at Mandarin Oriental, KL. ADoi: What happened to Shang and Sunway?

SP: loss in china-in-shards every year.

ADoi: Any new addition to categories?

SP: No. It's still 59 including Best of Best.

ADoi: Judges?

SP: Quite exciting. We will have fllm craft judges, like in 1996.

The likes of Loosley, Omar, Kamal, Farouk, Tong Beng and Shuhairni Baba, the feature fllm maker.

Foreign judges are Tony Cox of Abbot Mead Vickers BBDO London, Suthisak of BBDO Bangkok and Jagdish Ramakrishnan of Saatchi Singapore.

Malaysia judges are Saad Hussein (Sil Ad), Steven Ang (Axis) Paul Grezoux (McCann), Ben Hunt (Batey), Lee Szu Hung (BBDO), Edwin Leong (Grey), Ted Lim (Naga DDB), Thomas Low (OT), Shafri Mohamad (Bates), Ram Sandhu (BBDO) and Yap Pow Hoong (FCB). Website judges are Russel Cheng (XMAsia), Weng Keong (Arachnid), Peter Hamilton (Web Connection HK), Chris Jones (EuroRSCG HK), and Kent Wertime (BBDO S'pore).

ADoi: What's the criteria for selecting judges?

SP: Either you are so famous, cops stop you for autographs. Or you must have won awards 3 years in a row, local or international.

ADoi: Seems to be a lot of new judges.

SP: There will always be at least 3 'young' judges. We want to introduce the next generation into this judging process. It's a fun thing to do.

Very taxing, terribly exhausting, but as one judge said, you learn more in three days of judging than you do in one year of advertising.

It forces you back to basics.

ADoi: How may entries do you expect?

SP: Fewer than last year, we hope. 1300 entries is brain damage. We'll

be happy to have 1000, excluding student entries.

ADoi: You mentioned earlier this year about the Kancil CD-ROM ..

SP: The first and last time we printed a Kancil Annual was in 94.

Since then, there has been a budget problem. It costs RM300,000 to print a book. So we decided to do a CD-ROM of all the Kancil winners from 1995 through 1998. Four years of work in a nice 4-CD pack. A CD is one-fifth the cost of a book and you get moving pictures and all that.

ADoi: When is this Kancil CD-ROM out?

SP: It's been in production since June. We hope to have it out by September so it can be sold at the Kancil Awards.

ADoi: And we'll be making CD-ROMs every year from now?

SP: Yes. We hope. It is a nightmare putting this thing together.

There are still missing ads and certs, especially those from '95.

We've been hounding agencies.

ADoi: What other value does this CD-ROM have, besides samething agencies can use and be proud of?

SP: It's the only document of Malaysian work. If you don't archive them, they'll be lost forever. Like the work done in the 60s, 70s and 80s.

No one knows what was done, and by whom. Such a shame. This CD-ROM will also be sent abroad to other award organisations and publications, to introduce our work.

ADoi: What's the highlight of the Kancil Nite?

SP: Not sure, that's outside my turf. But I had one suggestion- to feature every Grand Prix of Kancil since the awards began. Trouble is, no one can tell me for sure when the awards started. And we're not sure if we can get our hands on all the winners. If you know of a GP winner from 1975, ask him or her to contact Matthew of 4As. There was talk of TV coverage last year. NTV7 is talking to Tony Lee and the 4As committee about this. They want to cover the event, live or pre-recorded, I am not sure. But a great way to put some shine back on our much-maligned industry.

Strategic Branding ADSTATION &01 71;.tl

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NEWPRGROUP TAKES ROOT July 6 gave birth to Malaysia's new public relations grouping called

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the Public Relations Consultant's Association of Malaysia (PRCAM). At its first AGM the same day, the following were elected office bearers: President - Indira Nair (Edelman PR Wofldwide); Vice-President - Grace Low (Ogilvy Public Relations Worldwide); Secretary - Kim Chew (Kim Chew Communications); Treasurer- Anne Gabriel (Bozell PR); Committee Members - Aisha Rashid (Binakom PR), Leong Ming Chong (Publicis Bomo PR), Terry Ghani (Quattro Communications), Ghazalie Abdullah (Ghazalie Rafeah Ali & Associates) and David Liew (Peter Beaumont & Friends). "It is PRCAM's aim to expand the knowledge and appreciation of what professional PR practitioners have to offer while at the same time work on improving the skills of those in the industry," said newly elected President Indira Nair. PRCAM has a membership base of 24 individual members and 8 corporate members. For membership details, you can e-mail kimhar@pc.jaring.my

PUBLIC IS ASIA-PAC-I FIC BIZ WINS! Regional director for Publicis Asia Pacific, Guillaume Levy-Lambert, said that the network has become the fastest growing network in the Asia Pacific region according to Advertising Age International due to its expansion policy and the many new businesses being won recently.

Regionally, Publicis has picked up additional business from Club Med, Hewlett-Packard, L'Oreal, Nestle, Whirlpool and UBS. New account wins include Renault Asia/ Pacific and Channel News Asia

by Publicis• Eureka Singapore, MobiTalk by FCA! Communications Agency, the Publicis Group's other Singapore ad agency, Apollo Tyres and UB Ice Beer by Publicis• Zen in India, Artal Group by Publicis Pakistan, Bank International Indonesia by Publicis•Inovasi in Jakarta, L'Oreal by Publicis• Union 45 in Malaysia, Emirates Airlines by Angsana Comm, one of PublicisoWet Desert's subsidiary agencies in Malaysia, Goldroast and Cereal by Oatmeal Publicis•Ad-Link in Guangzhou, Biotherm by Publicis Japan. The Publicis Group is now ranked as Europe's largest advertising and communications network, according to a new classification based on agency income just published

by Campaign magazine in the U.K. with a total income of US$727 million, an increase of 45% over 1998.

This month, over 12,000 readers in Malaysia, Singapore and the region will notice our ads. (including ..this guy on the cover)

Call Peter on 603-754 7271 for advertising enquiries

t is the last Worldwide Partners World Conference before the turn of the century, so ISCB, the Malaysian Worldwide Partners affiliate and host agency, held a "Predictions & Pesta" celebration last June 22nd as they entertained partners from all over the world, clients, plus a select few from the press. Wine flowed endlessly, like the many "predictions" plastered all over the ceilings, like "Bill Clinton will finally tell the truth... so will Austen" and "Clients will not insist on bigger logos." "We'll never get the chance to host again, not in a hundred years," President/CEO Austen Zecha said, explaining that the agencies go "round robin." Worldwide Partners is the largest network of over 100 independent ad agencies worldwide.

An evening that will not see the light of day again It was an impressive gathering of agency owners from all over the world.

To me, what was just as impressive was the display of "Campaigns that will never see the light of day" on one side of the office. The walls featured campaigns presented in successful pitches but Clients chose those that have been launched to date. Several mat sallehs converged on an obvious favourite - The Concorde Hotel - utilizing the likes of Bill C. and Monica L. The creator of the campaign, Associate Creative Director Paul John Lingan, was seen explaining the rationale to partners from California to Switzerland. "Given the positioning of Concorde KL as a "with it" happening hotel patronized by "with it" happening people, one keeps up with the latest news or be left behind.

So the campaign uses famous or infamous personalities, juxtaposing what they're famous for with the characteristics of the hotel. By capitalizing on current events and the people behind them, the hotel stays "with it" and fresh." When queried why it wasn't chosen, Agency quoted Concorde KL General Manager Gary Lee that they loved the campaign but "it was not our first choice because of sensitivities/sentiments between the east and the west at that time."

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Quick. Think "service".

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Moments before the idea jk of E=mc2 hit Albert.

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Associate Creative Director/Copywriter: Paul Lingan; Art Director: Evelyn Lee; Client Service: Claudine Zecha

My favourite example is the Monica ad: Quick. Think "service." Then the ad invites the reader's participation and involvement: "Now what's your real idea of service? That's it then." So whatever the answer may be, the reader is right on with the hotel's idea of service. This campaign would have had the highest visibility one can imagine.

The Novartis' (Ovaltine) campaign was just as popular. Looking at energy in a new light, it focuses on inventions that changed the world and relates Ovaltine as the possible source of inspiration.

"Pure genius or Ovaltine? Perhaps both." Client Francis Ng happily watched as delegates described the ads as "cutting edge."

In retrospect, given that the hosting of the world conference comes once in a hundred years, I saw that evening at ISCB as something that will never again see the light of day in this young (Joint Venture between ISC and Bullseye was four years old July 2), creative and dynamic agency. Congratulations to Chairman Mukhriz Mahathir; President/CEO Austen Zecha; Executive VP-Creative Services Julie P. Lingan; Senior VP-Client Service Ng Chiew Ping; VP-Finance Thillai Varna and all ISCB staff.

Something new in the Malaysia's outdoor ad scene Media Avenue strongly believes Malaysian advertisers and advertising agencies will be receptive, not because it is new and gives a refreshing look to the outdoors. Also, its motion feature is effective in eliminating the blind spot and thus draw greater attention.

Media Avenue Sdn Bhd is hoping to change the outlook of the bill­ board industry. As the exclusive Asian rep for Tri-Action sign by Action Graphix USA, Media Avenue is introducing its rotating three visual billboards in Malaysia .

Tri-Action uses the latest patented gearing technology in the world.

All critical components of Tri-Action are made of moulded metal and engineered to precise tolerances. No plastic parts to

change, no belts to replace, no lubrication required and no exposed bearings. The sign is robust and performs in all weather extremes.

Being a Malaysian company, it wasonly natural for Media Avenue to base its assem­ bling plant in Malaysia and outsource some parts local­ ly. It has received inquiries from as far as Morocco, and hopes to secure some busi­ ness from China for gigantic sizes up to 300 feet wide! It is the only non- Asian brand in the region to provide a servicing team.

Media Avenue can be con­ tacted on 603 745 0076.

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For ADoi's second anniversary, bestselling author and advertising · diehard Jim Aitchison will come to KL on October 1 to speak on Cutting Edge Advertising, his new book. To give you an idea of the thoughts behind Jim's book here's a chat with the man himself..

Your book is described as a 'step-by-step' guide to creating great print ads. But how can you turn creativity into something so 'methodical'?

Surely, creativity is the opposite ... it's ' inspirational'?

That's precisely the reason I wrote the book. A lot of young creative people, and a lot of veteran creatives, too, rely on inspiration. They just sit there, waiting for the big bang, the big flash. The trouble is, inspiration is fickle. It's never there when you need it. In our business, you have to learn how to hit your creative highs instantly, on demand. And you don't have to be some award-winning genius to do that. It's training, it's having the right personal methodology, and it's discipline. As an author, I've escaped the discipline of working full-time. It's very hard, when you're at home all day, to force yourself to write, to put pressure on yourself. But you have to, otherwise you won't write anything worthwhile.

The famous American acting teacher, Lee Strasberg, invented 'Method Acting'. And a lot of cynics mocked him.

How can acting be methodical? What Strasberg devised was a method, a system, not for acting but for bringing the best out of yourself as an actor.

Same with my book. It's a method of approaching creative work that brings out your best on even your worst days.

Aren't you worried that clients will also learn the secrets of creativity?

I hope they do! You see, creativity isn't something mystical that happens on a mountain top. It's hard work.

It's applying someone's innate talent to the process of writing or art direction.

The more our clients understand the creative

process, the more they will appreciate great work when they see it.

By the same token, the more we hide the creative process, the more we surround it with smoke and mirrors, the more clients will distrust us.

What's happening with many agencies in Australia, for instance, is that they're buying ten or twenty copies of my book and giving it out to their clients. That way, clients recognise creativity as an asset, not just some hocus-pocus.

It's also a case of being proud of what we do, as agencies, as professionals. Our clients challenge our innate abilities. They don't want to do our work for us. But at the same time, they have a right to know what we do. I used to love working for clients who said, please communicate this and this and this, but you mustn't say that or that or that. The harder the problem, the more I enjoyed it. And when I went back, and showed them the solution, they'd be fascinated. If we can have working relationships with clients where they can share the creative process with us, it makes the creative solution so much easier to present.

sense that the ad is pretending to be British, is talking with a 'kentang' accent for no reason at all, I would also agree - it's irresponsibly wasting the client's money.

But if the ad is saying something to local people in a way they haven't seen before, if it's fresh and different and relevant, if it's not just wanky or gratuitous - then it's a real breakthrough ad.

I hate it >¥hen people try to defend a weak, scrappy, rnlintelligent ad on the grounds that it's 'local'. A bad ad is a bad ad. Tell me it's local, and I'll tell you it's a bad local ad. Whereas a great local ad is one that charms and rewards and inspires the consumer, same as a great western ad does in the west.

Brushing, flossing and seeing your dentist keep your gums healthy and help stop your falling out.

Advertising is very westernised . A lot of people are concerned that western ideas, western methods, western creativity, won't work in the local market.

What do you think?

I agree with their concerns. Which may surprise you, right?

I think advertising is like architecture.

There are universal truths. There's a right way to put up a building, and there's a wrong way.

But within the right way, HEALTHY TEElH NEED HEALTHY GUMS. the architect has a lot of freedom to express, to use local materials. Same "Falling Teeth " -simple, cheap and again, local with freshness . with advertising. There are fundamental truths One of my best ads was very 'local', the about how people communicate. For example, Chinese language ad for dental health (next I don't care where you are in the world, advertising page). I used a tongue twister from my Mandarin is not a client talking down to his consumers. lessons to prove how some things are best said Advertising must always embrace the consumer, with your real teeth. It's very local, fresh, using and show respect. humour in a category which is usually serious.

Once we learn the fundamental truths, we can apply them in the context of where we are.

Just on that subject of western ads We can be very local, but we can also be a lot versus local ads, where do you think we more effective. stand with Malaysian creativity?

A lot of people, for example, seem to Malaysian creativity is no different from New York crebelieve that Asian consumers won't understand ativity.

You have your highs and your lows. If you open or appreciate an ad that's clever. If you mean a typical newspaper in New York, it's full of chronic clever in the sense that you have to crack your ads. On the average day, you won't find much in the brain to understand the ad, I agree- the ad is selfway of a decent ad. indulgent and stupid. If you mean clever in the

The acid test is to go through a typical KL paper on the average day. I suspect youll find a lot of ads that are too cluttered, too unfocused in their propositions. But youll probably find people here are trying harderacross the board, simplybecause they've got something to prove. They're more motivated.

At the same time, and this may sound contradictory, you shouldn't be too hard on your­ selves. Yes, you should work hard, and resist mediocrity, and be obsessed with excellence, but don't expect to build a world class advertising industry in five minutes. It takes time. It takes a lot of trial and error. American advertising as we know it today started in the 1900s. It took them sixty years before Bill Bernbach emerged!

Also, look at the statistical odds. Australia is a country of 18 million people. How many world class advertising writers and art directors have they produced out of 18 million? Probably ten, maybe twenty.

Malaysia, like any other Asian advertising market, has youth and energy on its side. It's a case of adding focus, judgement and experience, but not slavish Western imitation.

Which, by the way, is another reason I wrote the book... So young people can stop imi­ tating, and start originating. It they can learn from the masters, and think like the masters, then they can become masters themselves.

Your book talks a lot about building brands.

But in Malaysia, a lot of our print is retail.

As it is everywhere else. But I don't differentiate retail from brand advertising, simply because I believe retailers are also brands.

Go back to basics and ask, what is a brand? The best definition I've ever heard is 'a community of users'. Forget all that rubbish they talk about brand values carved in stone. It's out­ dated, 1960's Western jargon. Harley Davidson is a community of users. So is Mercedes. So is Coke, and Apple, and Nike. And so, I suggest, are Ikea, Harrods, Marks & Spencer, even Tan Ah Kow's local tyre shop.

If retailers think of themselves as outlets, and if all their ads push cheap prices, they have a tough and uncertain future. Smart retailers understand this. Therefore, smart retailers build relationships with consumers in the same way that Mercedes or Sony or Nike do.

Look at it another way. If technology has removed the unique differences between prod­ ucts - like hifis and computers - then it's the dealer who makes the difference. So it's that 'difference' you have to communicate in the ads.

Yes, you still have prices, but you warp them around with something bigger - a brand vision, a way of striking up relationships with people.

So when your competitors slash their prices, you can still command consumer loyalty because people believe in you as a brand.

So you would advocate soft sell, not hard sell?

This will sound like heresy, but I don't believe that advertising today has to sell. It has to connect people to brands.

The way people build brands has changed. There are new paradigms. New meth­ ods. We've moved from the old product-led way of marketing, to relationship-driven marketing.

And that's made advertising harder in one sense, easier in another. Harder, because we don't have any more unique selling propositions. Easier, because we can talk about what we believe in, rather than what we make.

I think advertising today has only two fundamental tasks. It has to either strike up relationships with new consumers, or nurture and deepen relationships with existing consumers.

So, if you accept that advertising has to connect people to brands, and if you accept that brands are 'communities of users', then the kind of advertising you do will be vastly different. You won't be both­ ered with hard sell or soft sell, or even 'sell' for that matter, your priority will be answering consumer dreams.

Your book is very opposed to testing creative work. Why?

Minimalist art direction lets the mind latch on to a weird idea. The baguette was life-sized on the page. A postcard from Euro RSCG Partnership (The Ball Partnership), Singapore.

As Tim Delaney says in the book, what we do creatively is very subjective, very intuitive. And you can't test it objectively.

I agree. As an industry, we seem very afraid, very ashamed to admit that our work is subjective and intuitive. But we shouldn't be. we're a creative business, not a commodity business. I believe in research that helps us discover what consumers are dreaming. But I don't believe in spurious panels of consumers acting as judge and jury. Who are these people? Where do they come from?

Why do we trust them so implicitly?

It's laughable. Tragic, also.

+?*+ '14 is 14' Chinese ad for dental hygiene.

This is where my Chinese lessons paid off.

A tongue-twisting headline that dares you to imagine reading it aloud without your real teeth. It shows how you can do a very local ad, with humour, and make it very fresh.

How did you get all these people like Tim Delaney and David Abbott to talk to you?

I used a mixture of gall and 'guan xi'. Some of them I knew from award juries. Others were total strangers.

I'd never met David Abbott for example. I was very nervous, quite sure that his secretary would ring up and cancel my appointment. But he was wonderfully generous with his time and knowledge. It was very tough juggling all the timings, too. On one miraculous day in London, I interviewed John Hegarty at 12 noon, and the same day, at 4pm, I was interviewing Tim Delaney. All that wisdom was tumbling out into my tape recorder, stuff I never believed I'd hear.

Hegarty's line, for instance, about 'listening to the vibrations' of an idea when you're not sure how to execute it — it was fantastic advice, advice I'd never had when I worked in advertising.

Each interview took roughly one hour.

You'll hear some of them when I give my talk in KL on October 1. Then came all the thousands of hours, playing back, transcribing, editing, stitch­ ing it all together into a book that would take the reader on a structured, step-by-step journey. And then the final reward... getting a fax from David Abbott, finding it in my fax machine, out of the blue, at six in the morning, a handwritten note that said I'd captured the essence, I'd made him want to write ads again (he's just retired). He said I'd written perhaps the best book about advertis­ ing he'd ever read, certainly the best about print advertising. I couldn't believe my eyes.

Something else that was reaffirmed for me, meeting all those greats: the really great people, the giants, are generous, humble and truly sincere.

Is there anything you want to say to our Malaysian readers?

Yes. I am looking forward to seeing all of you on October 1 in KL! Come on time, I've lots to share!

37 ADOl

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A postcard from America Dear Friends, Sorry I don't have time to write all of you separately Don't you just hate these form letters? Anyway ... it's a real time-saver so I hope you don't mind. Here we are in America. You'd think things would have changed after all these years. I've been living in Malaysia for a decade. You'd think adver­ tising and direct marketing here would have changed by now. Well, you know, I think it has. You betcha.

Ya. Take for example those TV commercials. You know the ones that tell you to call right now for some insurance package. Or a CD of the 100 best country songs ever recorded. One of them was very clever. It said you can either call or order from a number that was both a toll-free number and the address for a website. My goodness, that saved some time, don't you know.

One number instead of one number and a website address. Very clever.

And you know I called my bank here. I wanted to wire transfer some money from Malaysia to here to pay for a lovely collection of antique John Deere tractor miniatures. The recorded voice response options were end­ less. And they promised on-line 24-hour information on my bank balance.

With a real live banker. With a couple of answers (my birth date and my social security number) I was fully informed. Wire transfer amount. Date of transfer. Current balance. Anything else sir?

Customer is king, here in America. Folks have a lot of money, and competition is tough. Minnesota has always been a very friendly state.

After the phone call, I visited the bank to cash a cheque. For identification, I flashed my Malaysian driver's license. Whoa! Ten minutes of friendly con­ versation. Very honest interest. And still, extremely good business.

Something good for us to copy.

My sister got a mailing from Marlboro the other day. I said, "Don't throw it! I want to see it." As I'm writing this, I'm opening up that mailing.

It's a full-colour envelope. Deep blue on the front. On the back, it looks like a fireplace exploded. Same blue background. There's no sticky label. The computer has printed my sister's name and address right on the envelope.

Message above the address: "Special Offers From Marlboro".

Now, keep in mind, tobacco advertising is banned in America.

Not even the not-so-subtly connected fashion or travel or adventure connected advertising is allowed.

This is open and shut as far as the 4As is concerned but hang on a minute. This same section of the Copyright Law goes on to state the ownership rights are subject to agreements between the parties.

The front of the envelope also includes the SURGEON GENERAL'S WARNING: Quitting Smoking Now Greatly Reduces Serious Risks to Your Health.

Let's go inside...

Ah. It's not an envelope. And the "exploded fireplace" has revealed itself to be a blurred cowboy, presumably behind a crackling campfire.

The posting format is a 'self mailer', cello taped on one side to hold it together. Now the 'envelope' becomes a folder, holding a mini-brochure.

As you open the envelope from the left, it reveals a campsite, with tee-pees, and the same Surgeon General's warning. The headline: Come to where the flavor is. Come to Marlboro Country.

Tucked inside this folder is the mini-brochure. Pretty good coupon deals. Three coupons good for US$3.00 off a carton of any style Marlboro (they sell for about US$23 per carton of 10 and come in regular, light, menthol or medium). The coupons contain, again, the same Surgeon General's warning.

And the final element. A questionnaire, with the headline: Pass this along to a friend. The usual data-gathering stuff: Prefix, Address. Then cig­ arette brand preference, particular brand preference (regular, 100's, 120's), menthol or non-menthol, purchase volume (do you usually buy by pack, carton or both), loyalty (how long have you smoked this brand?) and brand switch (what, if any, was your previous brand?).

And another very clever question. If you were a cigarette marketer, wouldn't you like to know your customers' next best temptations? The last question: If your regular brand was not available, which of the following brands would you consider buying? Check all that apply.

Lots have changed in the last decade, since I rejected Hong Kong and decided Malaysia was one helluva place to live. But despite the obvi­ ous changes in the Direct Marketing scene in America, one thing has remained the same. Direct Marketing has always been about knowing your customers. And satisfying their needs and wants. Now, more than ever, technology enables us to that. The roots of Direct Marketing grew in America. Malaysia has everything she needs to join the forest.

So we will.

J

work doesn't mean you own it outright if the one who is commissioned doesn't transfer all his/her rights to you. For example, if you are an artist and someone approached you do a piece of work for a price and you agree with no conditions, then you have little to say if you find one day that your work of art shows up on the back of a bus. It is your fault for not stipulat­ ing your terms. Remember, the stipulation of terms and subsequent

4As out of tune with AMPG

by Michael Veerapen composer/music arranger - Scat Productions

The recent attempt by the AMPG (Advertising Music Producers Guild) to implement its contract hit a snag when the 4As (Association of Accredited Advertising Agents Malaysia) discouraged its members from entering into the agreements. Subsequently, a meeting was held which led to the AMPG meeting with the 4As council to present its reasons as to why such a contract was needed. We are now told that the 4As still maintains its position and if you are wondering what this is all about, read on.

The issue is one of Copyright. As composers of music and audio tracks for commercials, we are deemed to be commissioned by the client and there­ fore, the Copyright law states that the ownership of the works belongs to the one who commissioned it. This seems clear enough. This also is the whole position of the 4As and therefore any limitations to usage do not arise because if you own it, you can do whatever you like with it except if the usage infringes upon the moral rights of the composer like pornogra­ phy, etc. This is open and shut as far as the 4As is concerned but hang on a minute. This same section of the Copyright Law goes on to state the own­ ership rights are subject to agreements between the parties limiting the transfer of those rights. In other words, merely commissioning a piece of

acceptance by the client does not mean that it is not a commissioning.

It remains a commissioning that is now subject to those terms and the client has his/her rights to use that creation in accordance with those terms for the paid price.

The 4As knows that without a contract, the commissioning is one­ sided in favour of the client and wants to keep it that way for obvious rea­ sons. However to be fair, they also insist that they do not make rules for their members, they just make their opinions known and offer suggestions and we are free to pursue our claims with the clients individually. This also goes for the Film and Video industry whose own attempts to resolve this issue of rights with the 4As have met with the same unwillingness to create a fairer playing field for all.

In light of the MSC and the Government's desire to encourage creative industries from all over the world to come and make Malaysia a base, one won­ ders how long it will take the 4As to realise that they have to wake up to the fact that intellectual properties must be rewarded according to the standards of the world. They should no longer be regarding us as mere suppliers but rather as their creative partners whose rights can no longer be ignored.

39 ADO'

VOICE OF THE PEOPLE

BATTLE HUNGRY When I left journalism to read law, one veter­ an journalist remarked at one of the many predeparture farewell drinking sessions, "You can take Nades out of journalism, but you can't take journalism out of Nades." At that time, I had argued that 25 years in the trade was 20 years too many and had to change careers and move on.

I still maintained that until a head-hunter traced me to Universal Music Malaysia, where I was doing some legal work. The phone call and subsequent meetings and interviews have now charted a new course for me.

I was then recuperating after a quadru­ ple by-pass, doing mundane things like drafting contracts, writing opinions and advising clients on issues related to intellectual property rights.

"It is not going back to writing," I was told. "You are the editor and you will decide the line the paper takes and you will ultimately

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We're aware, after all, that consumers are as smart as we are, or at the very least no dumber and that we'd have to be chumps to treat them like diimps.

Of all the turn-offs it's possible to witness during TV commercial breaks, surely one of the most dismal is what is known in U.S. advertising circles as the '2 Cs in a K'* scenario, or what for politeness' sake I'll refer to here as the 'monkey see, monkey do' ploy. You know the kind of rub­ bish I mean. The tired old back-to-the-1950s for­ mula that puts the entire brief up there on the screen in the form of a 'slice of life' in the forlorn hope that viewers will relate to and replay it in reality. The models are carefully chosen to precisely personify the age and demographics of the supposed target audience. The costumes and sets are as 'realistic' as can be. The dialogue's about as thrilling as on-pack-warranty copy: "Oooh, Jan/Yati/Siew Ling, I see you've bought that new Boffo Brand washing powder/shampoo/tile-mould spray I've heard so much about!"

"Yes! And it really does wash so much whiter/leave my hair so much shinier/fight fun­ gus three ways!"

ADO' 40

enjoy its success or shoulder the blame for its failure."

It was too tempting to resist and after recruiting a reporting team from Kuala Lumpur (from The Star and NST) and a team of sub­ editors from Sri Lanka, I am now all set to launch the newspaper.

I shook hands with my prospective boss­ es on 13th June, flew to Sri Lanka on 15th June and returned on 20th June. Then it was time to make a flying visit to my new working place and then back to KL again to tie up loose ends before departing again on 6th July.

By the time you read this, the reading habits of the English-speaking people in the Sultanate of Brunei would have changed.

Finally, the reign of the Borneo Bulletin as the one and only English newspaper would have ended. When I left Malaysia last month to take up the position as Editor-in-Chief of the News Express, the most asked question [again at farewell sessions] was: Is there a need for a sec­ ond newspaper in a country with a population of just over 300,000?

I did not have an answer then. Neither do I have at the time of writing. There are no ABC figures to fall back on, there are no ACNeilsen ratings. Nothing. After a week, I am discovering that people are looking forward to a good product.

For the past week or so, yours truly and Allan Chow (ex-McCann, and The Sun) have been meeting with decision makers - talking to them, trying to fathom what kind of product would appeal to the masses.

And again, the reaction was expected: "Give us want we want to read, not want some­ one else wants us to read". And even this line

II UNTIL I HIRED AN ADVERTISING AGENCY I THOUGHT WANKING WAS A CITY IN CHINAW str

em

A direct mail piece from Deane's new ad consultancy called strodegy

"Fantastic! I really must change to Boffo Brand too!!"

And so on. How anybody could get hold of the notion that real, live human beings would notice or relate to, let alone be tempted to go out and ape such simian schlock as this in their every­ day existences I have absolutely no idea. I'm with David Ogilvy, who's pronouncement on this kind of advertising was, as you'll recall, "The consumer isn't a moron. She's your wife". And everybody knows that wives, however eccentric so many appear to be in their choice of marriage partners, are very smart cookies indeed. Any enlightened

sounded too familiar for comfort knowing the kind of stuff that we have been forced to believe is the Gospel truth.

The only consolation you take is that people are yearning for something different.

Wherever you go, from the golf clubs to the coffee shops, they all want something "solid" some serious stuff without the politics and the propaganda bit.

Can I deliver? It's a million-dollar question. This piece is being written three weeks before the launch. The reporting team has yet to arrive, the Sri Lankans are caught up with bureaucratic red tape, their work permits are delayed and yet, I committed myself to an 80-page pullout for the SEA Games!

I am starting from zero, no library, no archives, nothing. But this is where the challenge lies. It demands that extra out of you. It requires you walk that extra mile, but that's what life is all about. At the end of the day, if the pullout looks like an extract from the Pravda of yesteryears, I'll have to take the stick. However, if it at least resembles a special section of the up-market English newspapers, the battle is won.

If you don't set high targets and work towards them, you are going to be one of those.

I think it was NST which ran an ad campaign several years ago when they were the largest selling newspaper based on the theme: "No one remembers who ends up being No:2" and I have every reason to believe that News Express will set high standards and become Number One in the new millennium.

R Nadeswaran can be reached by phone on 00-673-2-42-42-42 or via fax at 00-673-2-44-1372.

opinion notwithstanding, though, devotees of worn-out advertising formulas that treat consumers like lower primates always claim that such trash works a treat. But what else would you expect them to say? "It would have worked even better if it hadn't been so brainless and bor­ ing?" "Actually the campaign was a total dud, but we sold heaps thanks to bargain pricing, forced distribution and a ruinously expensive cashback promotion?" "I was a fool to have made the mistake of creating/approving/demanding such dopey rubbish and should be fired for sheer incompetence?" No, they'd justify it any way they can think of. Usually on the grounds that "it may not be creative, but by golly at least it's safe", as if certain failure was somehow preferable to stick­ ing one's neck out and taking a chance on suc­ cess. A sentiment that less highly-evolved mar­ keting and advertising creatures always seem to find curiously reassuring. But as for the rest of us, let's not fall for such nonsense. We're aware, after all, that consumers are as smart as we are, or at the very least no dumber, and that we'd have to be chumps to treat them like chimps. Or, to put it another way, the very idea that people respond to 'monkey-see, monkey-do' type of advertising is nothing but a pile of monkey doo-doo.. *Too vulgar altogether, I'm afraid, to spell-out in a magazine as clean-cut as ADOI. But I'll bet you can figure it out for yourself.

If not, and your curiosity gets unbearable, you can always let me know on deanejohns@yahoo.com

AN EPIC WORLDWIDE EVENT

KUALA LUMPUR NEW YEAR 99/ OO

www.2000global.com TOKYONEW YORKBALILONDONPARISSINGAPORESYDNEY

CiELEsBAN (.KOK

Publicis handles

Coke's damage control exercise

Coca-Cola has launched an advertising drive in Belgium and France to limit the damage from a contamination scare. In Europe's latest food scare, about 200 people in Belgium, Luxembourg, and France complained of nausea, dizziness and stomach aches after drinking Coke products that appaently tasted bad. Coca-Cola has roped in Publicis, the French adver­ tising group, to launch a special crisis communication campaign to rein­ state people's faith in the brand. Publicis, which handles Coke's advertising account across Europe, will be launching a similar public relations effort in France, where at least 50 million Coke bottles have already been with­ drawn. Coca-Cola has been criticsed for its handling of the crisis, mainly because it dragged its feet too long before responding.

'Godfather' Director shoots first TVC Film-maker Francis Ford Coppola, renowned for films like 'The Godfather' and 'Apocalypse Now', has ventured into ad film-making for the first time. He has been hired by illycaffe, a premium Italian coffee company.

Coppola, who's never made anything briefer than a full-length fea­ ture film, started off in typical fashion, dispensing with both, illycaffe's ad agency and its script. He then proceeded to make a lavish set outside Rome, filled it with 250 people, and has reportedly spent over $2 million on the commercial. Coppola, it seems, has crammed an epic romance, coffee and movies, illusion and reality, into a one-minute commercial.

Discovery network gets new international head Discovery Networks International, the leading producer of science, nature and other factual programmes, has promoted Dawn McCall to the post of President. For the past five years, McCall has been senior VP-gen­ eral manager of Discovery Networks, Latin America/Iberia, one of Discovery's four regional divisions outside the US. She succeeds Donald Wear, who has been in the post since 1997, and who now moves to the newly-created DCI corporate post of president, international policy.

Discovery's international division heads - Kiran Karnik for India, KevinJohn Mclntiye for Asia, and Joyce Taylor for Europe - will report to McCall.

Sonal, as seen by Campaign O&M Mumbai's Creative Director, Sonal Dabral, has flown to head the creative at O&M's Malaysia office.

Campaign, the British ad mag, reported this transition in a recent issue.

But there's just one problem though; Campaign has overkilled a bit on Dabral's gender: "Sonal Dabral will join O&M Malaysia as Executive Creative Director. She joins from O&M Mumbai, where she was Deputy Creative Director."

Source - The Advertising Brief Even before the film's debut, distributors in the US and other marketers are clamouring to air the commercial. And, like many feature films, there is a 15-minute, behind-the-scenes movie on the making of the illycaffe, spot.

ASIA'S PERFORMANCE IN CANNES THIS YEAR Country

FILM ENTRIES

FILM LIONS FILM SHORTLIST

Japan Thailand HK India Korea Singapore China Philippines Taiwan Malaysia Vietnam Indonesia

319 54 40 40 29 22 18 13 9 6 0 0

0 2 1 0 0 0 0 0 0 0 0 0

Total

550

6

y

PRESS/ POSTER LIONS

PRESS/ POSTER SHORTLIST

169 55 91 90 45 163 23 48 36 27 7 1

0 1 0 1 0 4 0 0 0 0 0 0

0 11 3 4 0 23 0 0 1 2 1 0

755

6

45

COUNTRY

PRESS/ POSTER ENTRIES

Japan Thailand HK India Korea Singapore China Philippines Taiwan Malaysia Vietnam Indonesia Total

Source: Lions Daily (results) and Publiccita Italia (entry figures)

ADO/ 42

Drive Ford refreshed

Big names speaking at AdAsia

Why Sheep, Cows and Lemmings? Because they don't talk back. But seriously, from the view足 point of the story, all these animals have a strong herd instinct. And the one always breaking away from the pack expresses the indi足 viduality and the merit of doing things differently, synonymous with the face of Ford that thinks differ足 ent, as well one that's refreshed and revitalised. For Ford con足 sumers, their investment can offer them an alternative to the herd of local and Japanese or continental imports - without costing more than the national debt of Timbuktu.

And who's behind this ad?

Agency - J Walter Thompson KL Creative Director - Stephen Lee Art Director - Marcus Lim Copywriter - Gavin Hoh Executive Producer - Suffian Tan Account Director - Janet Yap Account Exec - Charmaine Yong Strategic Planner - Joshua Teong Media Planner - Jennifer Yean

InnovAsia

Ad ASIA'99 PATTAYA

MB refresh* teguhkan pendirian

/

AdAsia '99, Asia's most prestigious biennial advertising congress, will be held at the new Pattaya Exhibition and Convention Hall (PEACH) at the Royal Cliff Beach Resort from November 17-20. Main speakers include Nobuo Momose, Senior Executive Advisor, Corporate Affairs, Dentsu Inc., Japan; Rick Boyko, President and CEO of O&M New York; Dan Wieden, President of Weiden & Kennedy, USA; Riz Khan of CNN; Michael Westcott, Asian MD of Penton Media; John Gabriel, Asian MD of Roper Starch Worldwide Inc.; Scott McDonald, Director of Research, Time Warner, New York and Bhanu Inkawat, Chairman and Executive Director, Leo Burnett Bangkok.

For details, contact 03-460 8535 or visit www.adasia99.com

Situated along a busy highway in Kuala Lumpur where perfectly upright billboards are the norm, this leaning 96-sheet structure is a traffic stopper. Caught off-guard, many motorists slowed down for a second look.

The people behind this effort for Appeton Weight Gain at Naga DDB were Ted Lim (Creative Director), Ng Heok Seong (Art Director) and Hiew Mein Foong ( Account Director).

43 ADO'"

Corporate Branding is a more focused concept than say Corporate Identity or Corporate Image, because corporations are like individuals, they have beliefs, rituals, aspirations, personality, and reputation; they are after all brands.

Leveraging the Corporate Brand

by Sharifah Menjelara Hussein, Brand Energy

In recent years, the corporate brand has emerged as a major force in advertising and other corporate communications. Product branding remains no less important, but it is the corporate persona that con­ sumers are attracted to. As a con­ sequence, the concept of corporate branding has been given much seri­ ous thought by many successful companies; among them, American Express, AT&T, IBM, Apple and GE. Corporate branding is a more focused concept than say corporate identity or corporate image, because corporations are like individuals, they have beliefs, rituals, aspirations, per­ sonality, and reputation; they are after all brands. And with the right tools, an experience hand can liber­ ate the corporate essence and lever­ age it into long-term annuity.

According to writer James R. Gregory, "Corporate Branding is the complete corporate ethos and expe­ rience summed up in the company's reputation and consciously projected to selected audiences.. .by linking the corporate name closely with such favourable attributes as quality, value, dependability, innovation, community-mindedness, good management, corporate branding builds a special relationship with tar­ get audiences".

In my view, corporate brand­ ing transcends image and corporate identity. The process of branding is carefully planned and integrated to build a positive personality for the company, a soul that the company thrives on. In other words, corporate branding means delving into the company's soul and once we discover "who we are" and "what we are" com­ panies can make a persuasive state­ ment about themselves and use it to create a long-term bond with their customers.

YTL is one such company

ADO/ 44

an exclusive interview with Tan Sri Francis Yeoh

that believes in soul searching, in creating a personality that is rele­ vant and meaningful. According to the Group Managing Director, Tan

Advertising is very important but you have to back it up with performance.

It is a powerful tool, but often people find that what is being advertised is not what they are getting.

For example, banks always portray a friendly smile in their commercials, but when you go there you don't get that smile!

Sri Dato' Francis Yeoh, YTL is at an important stage of its corporate existence. After many successful years, YTL wants to take time and reflect before moving forward into the 21st century. I was fortunate to be able to meet Tan Sri Francis himself and talk to him on his views and thoughts of YTL as an emerg­ ing corporate brand.

Tan Sri, how important is Corporate Branding for YTL? I think that at the end of the day, I will always tell our people that we are paid by our customers.

Our good life or well-being, depends on our customers. So, what you stand for is very impor­ tant. A lot of people are quite good in business entrepreneurship, very novel in ideas and in innovations but they don't have a brand. I think branding is important. You cannot portray yourself as a very nifty company without a soul. I don't want YTL to be known for that, very shrewed, very clever but with­

out a soul. As you know we love music, and we have been promot­ ing classical music. People love and can relate to music, whatever gen­ eration, and that is very fascinat­ ing. That is the corporate soul I am talking about. Yes, it's true, the warmth in YTL was missing for a while. And music can help to bring about this warmth.

Is YTL a brand still in search of itself?

Well yes, because ever since I took over in 1978, I have never had time to reflect and really think about what we are and what we stand for. We have been so busy that we just never took time to think about what is lacking in the brand. Have we run ahead of the public? Are they endeared to us? I think the time has come for us to reflect; no matter how busy we are on our corporate brand, we need to make the public aware of what we are trying to do for them. Basically, yes, we are going through that period of searching.

Does it have a clearly defined per­ sonality? What does YTL stand for?

We are very well known in the local and international arena, as an innovative visionary leader, diversi­ fied in many areas; infrastructure, construction, properties, power gen­ eration. We believe that whatever comes out of YTL is of superb quality.

We want to stand for quality in what­ ever we do; from our hotels to the beautiful shopping malls we have created and of course our music, that's quality.

Do you believe in investing in corporate advertising to build corporate awareness and image?

Yes, very much so, we have been investing consistently over the years. If you look at our track record, in the last 10 years, we

have been doing a lot of corporate advertising in all the international magazines. We do not have an awareness problem, investors around the world know of our capabilities. In fact they are enam­ oured with YTL standing in the Stock Market. We are well known as a serious brand, sometimes maybe lacking in a bit of the warmth. That's what I am trying to address now. We want people to know that we don't just create the best but we reward at the same time.

How important is advertising to your bottom line? And what kind of advertising would you embark on?

Advertising is very impor­ tant but you have to back it up with performance. It is a powerful tool, but often people find that what is being advertised is not what they are getting. For example, banks always portray a friendly smile in their commercials, but when you go there you don't get that smile.

So you have to be very careful.

Advertising will always help to get the message across, this in turn ultimately impacts on your reputa­ tion, and that results in great investor confidence, etc.

I believe in post perfor­ mance advertising, like after build­ ing the most advanced power plant, only then will we advertise.

It's called 'lightning before thunder' We build a resort, then we adver­ tise. We don't believe in being too daring and not being able to deliv­ er. We have always followed a con­ servative path which has done us good. Now we need to inject a lot of warmth in our communication.

People may respect us but they are not endeared. People still cannot connect. We want to be endeared to them so maybe we were a little too conservative back then, but we'll be looking more into that now.

WHICH AD AGENCY SHOULD YOU AN OBJECTIVE TEST

TRY THIS SIMPLE

TEST»

INSTRUCTIONS: LOOK AT THE FRAMES BELOW. EACH REPRESENTS A TV COMMERCIAL. RECOGNISE ANY? GOOD. NOW, GRAB A PENCIL AND SHADE THE BOXES THAT CORRESPOND TO THE COMMERCIALS YOU REMEMBER. IF YOU'VE TICKED SIX "YES" OR MORE, CALL 03-2010998. THAT'S THE TELEPHONE NUMBER OF THE AGENCY WHICH DID ALL - YES, ALL - OF THESE COMMERCIALS. WHICH AGENCY SHOULD YOU HIRE? QUESTION ANSWERED, DON'T YOU THINK?

(®| USE 2B OR BB PENCILS IF POSSIBLE. ijJj OTHERWISE A PEN WILL DO TOO. ERASE COMPLETELY WHEN YOU CHANGE YOUR ANSWERS.

NO TV

YES

NO

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GO

CSD NO TV

YES

NO

no

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CSD

YES

NO

QD

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NO TV

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YES

NO

QD

CID

NO TV

CSD

YES

NO

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EASY TESTS INC.

ActMedia Fair

The 1999 ActMedia Asia Creative Fair is scheduled for 20th August at the Singa­ pore International Convention and Exhibi­ tion Centre in Suntec City.

Speakers include Yves Manghart - MD of Nestle Singapore, John Springford - VP of Johnson & Johnson Asia Pacific and Lim Keng Teck - GM of Yeo Hiap Seng Ltd. For details, contact Winnie Tan at ActMedia Singapore on (65) 844 0122 or e-mail amsin@pacific.net.sg

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Dentsu Young and Rubicam (DYR) Malaysia launched media specialist company The Media Edge Malaysia which will now form part of a US$8 billion global network being established by Young & Rubicam Worldwide. Betty Tan, formerly Media Director of DYR Malaysia and now Executive Director of the new company says, "The Media Edge's global network will allow us to bring the world's finest thinking and products to work with our clients in Malaysia."

Medi Jeds2

Zenith gets Sony

Job classifieds on Radio

Zenith Media is now the exclusive media agency for Sony in Malaysia after a competitive pitch. "Zenith demonstrated good strategic thinking and its ability to deliver on media plan­ ning and buying efficiencies," said Haruhito Tanigawa, GM of Sony Malaysia's Consumer Marketing Division.

AMP Radio recently launched Hotspotz.com.my - Malaysia's first classified advertising concept that uses the combined power of radio and the internet. Airing over AMP Radio channels like Hitz, Mix and Light and Easy, the concept evolves around job advertise­ ments where job hunters can apply for selected jobs by creating their resumes on-line and drop­ ping them in Jobspotz's Match-Maker Talent Bank free of charge. When a suitable match is found, the applicant will be notified immediate­ ly via e-mail of the available positions.

For advertising enquiries, contact Helen Chong on 03-583 0535, 012-206 7121 or e-mail helen_chong@astro.com.my

Y& R does ads for Vatican \Umm

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Look out for StarBuy - a 6-panel poster display unit about 8 feet tall. Strategically located at the entrances of supermarkets, it is poised to revolutionize the marketing of consumer product offers. Launched recently by POS Ads, you can call 03-755 1100 for details.

ADO' 46

Young & Rubicam has been appointed by the Vatican to create a multi-media campaign to remind Christians about the religious signifi­ cance of the millennium. The campaign will pro­ mote products carrying the Vatican's millennium logo and revenue generated by the sales will go towards various social projects. Does this mean that even God believes advertising pays?

O&M wins BAT The Ogilvy & Mather network came out win­ ning in the global advertising shake-up for British American Tobacco (BAT). WPP's Martin Sorrell had been courting the tobacco giant for a long time. O&M becomes BAT's third global agency in the reshuffle which is prompted by BAT's acquisition of Rothmans earlier this year.

Saatchi & Saatchi, Rothman's incumbent agency, has now been dropped as a global agency. O&M is said to now handle three key Rothmans brands - Peter Stuyvesant, Rothmans and Winfield.

ADoi checked around concerning the ramifications of these developments in the local Malaysian market but has yet to receive any official statement.

Malaysia has fhe world's highest newspaper ad spend!

In the latest survey released by the World Association of Newspapers (WAN) conference in Zurich on June 14, Malaysia topped the list for the highest share of ad dollars! The 1998 data also showed newspapers increased adspend share in only eight of the 35 countries studies while two maintained share. The remaining 25 saw ad share decreases.

Here're the figures: Highest newspaper adspend share Country 1998 Malaysia 60.5 Sweden 59.7 Switzerland 55.5 Finland 54.9 Denmark 54.1 Source: World Association of Newspapers Newspaper circulation trended downwards in most cases in 1998. Only 15 out of 46 countries surveyed showed increases in daily newspaper circulation. In spite of Asia's economic woes, there were some exceptions: the highest percentage gain went to Malaysia, with a 10.6% circulation surge, followed by India with 6.5%.

Also showing growth were Singapore, Indonesia and Sri Lanka. And out of the 40 countries surveyed, 33 showed increases in the number of websites at dailies. Here are the figures...

Highest daily newspaper Websites Country U.S. Brazil Germany China Canada

1997 650 94 120 46 N.A.

1998 900 169 142 128 72

Source: World Association of Newspapers

World's greatest commercials online Good news for ad-crazed cyber-surfers. TV Guide Online has compiled the '50 greatest commercials of all time' on their website, www.tvguide.com. Immortal favourites like Lee Clow's Apple Computer '1984', DDB's 'Snowplow' for Volkswagen, McCann-Erickson's 'Mean Joe Green' for Coke, Ally & Gargano's 'Fast Paced' for FedEx and many more are featured at this site. Check it out!

ADOI TURNS TWO SCREEN GALLERY TURNS ONE JIM AITCHISON TURNS UP

International award-winning creative director and author of the latest best-seller, Cutting Edge Advertising, Jim Aitchison will show you what works and what doesn't in the fast-changing world of advertising. You will also hear pearls of wisdom from world-acclaimed creative gurus like Indra Sinha, John Hegarty, Neil French, Tim Delaney, David Abbot and more.

Venue: Kuala Lumpur Golf & Country Club, Bukit Kiara. Date: 1st October, 1999. Time: 4.30pm. Limited seats, call 03-716 2588.

Year Product Country

Date : Budget (RM 'OOO) : Target Audience :

MALAYSIA

September 9,1999 SSSS ADULTS

January

November

TELEVISION roul TARPs /1 + (4+) / Ois

900 / 80% (50%) /10.5

2500/98%

800/ 89% (60%)/ 6.3

[nvestment (RM)

300,000

MAGAZINES 45,000

OUTDOOR 20,000

20,000

AMP Radio Networks operates 5 highly

From sales to programming.

successful FM radio stations, but we're more

Production to research.

about people than about radio.

Even promotions and special events.

Undeniably, radio is our medium. And a very

And they are the ones who will maximise the

effective one at that.

return on investment in your advertising.

But it is also the people in it who are helping our clients achieve results, every day. More

So why not put them to work for you today?

than just radio experts, they are an ensemble

Now that you know, you can think of us as

of professionals who are the best in their

radio again.

respective fields.

For effective radio advertising call us at 03-583 8888. If the line is busy, please hold, your competitor is probably still on the line.

LIŠHT

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