Adoi Malaysia 2000 October Issue

BAYARAN POS JELAS POSTAGE PAID PEJABAT POS BESAR KUALA LUMPUR MALAYSIA NO: WP0071

OCTOBER 2000

http://adoi.jooze.com

KDN NO: PP 9995/7/2001

OVER 30,000 READERS IN MALAYSIA

ck Nathan

M9UU'£ 3 JQ'ategy

Manager ommunications

r\-i ri-! "H.I.I

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Notes from the editor And so, the beat goes on...

Peter Wilken who left Leo Burnett recently is now the new Regional Managing Director of BBDO Asia-Pacific, based in Hong Kong.

Charles Cadell, previously LB's Regional Account Director for Kellogg's Asia Pacific is the new Managing Director of Leo Burnett KL, after spending over 13 years (lucky number?) in the network. ADOI wishes him well in his new and challenging role and we'll talk to him in our next issue.

The 4As will be hosting a two-day big bang creative event billed OutsideTheBox on Oct 17 and 18. Last minute desperados who have yet to book their seats can call Matthew on 03-460 8535 and plead for tickets.

A small note of appreciation here: thanks to Axis Films, 14 deserving students from Institut Sledgehammer's School of Communication Studies will attend this once-in-a-lifetime event and rub shoulders with the world's finest creative icons.

Then after a one day breather, the 4As annual advertising awards, better known as The Kancils, will grab the stage at the Shangri-la KL on October 20. Over 1,600 entries have been received this year, a significant increase from last year's total and (as industry pundits will tell you) is another tell-tale sign that everything is hale and hearty again in ad land.

In an attempt to lure more filmmakers to Malaysia, disused tin mines in Dengkil, Selangor are being turned into a movie-making complex, a RM400 million project at the core of a larger development called E-Village that will eventually cost RM3 billion. To be completed in seven years, it features eight sound stages, a special effects studio, an art academy, and post production facilities within a 485-ha area. E-Village is owned by some local businessmen who own 70% and British Aerospace president Steve Grace.

In getting with the beat, CaptiveVision Malaysia has signed up with KTM to provide mobile tv service for its Klang Valley bus and train commuters. CaptiveVision is also in talks with several transport companies to begin mobile TV services on buses and trains.

And finally, those who wish to cream their diaries are advised to use the product below which is prepared and distributed by Joko Packaging Enterprise (no joke intended).

And the Winner isn't... Credibility .pg 10 OgilvyOne wins two years running! ..pg 16-17 Movers & Shakers, Movers & Shakers...pg 20 ACNielsen Malaysia 2000 Media Insights .pg 21 Tempus buys in Japan...pg 32 Why is Lennart smiling? ..pg 40

Cover personality Patrick Nathan shows how it is done in telco land. This man is digitally swift.

Tony Kaye goes nuts in our centre-spread.

Bates Singapore does Asia proud - Page 28

DraftWorldwide is finally dialing all the right numbers - Page 34

Respectfully,

Leo Burnett just can'/ stop chatting about their work - Page 36

/v\emoer or

4B

MANAGING EDITOR: Harmandar Singh aka Ham PRINTER: Cetakrapi Sdn Bhd OFFICIAL PHOTOGRAPHER: Jen Siow DESIGNER: So Tiong Cheng COLOUR SEPARATOR: Screen Gallery Sdn Bhd ADVERTISING ENQUIRIES (Malaysia): Call Doreen on 03-7726 2588, 03-7722 5710 or 019-370 9135 ADVERTISING ENQUIRIES (Singapore): Marketing Concepts Group Pte Ltd 723A North Bridge Road, Singapore 198691. Tel: 297 2393, 297 2392 Fax: 297 7270 E-mail:mcg@pacific.net.sg DISTRIBUTION: Efficient Lettershop (postal), Mag Media Distributors (Malaysia) and MarketAsia (Singapore).

Audit Bureau of Circulations

ADOI magazine is published every month by Sledgehammer Communications Sdn Bhd (Company No: 289967-W) 22B Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur. Tel: 603-7726 2588. Fax: 603-7726 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. Advertisements are the sole responsibility of the advertisers.

Drawing a new line in it! He is the man his competitors love to shoot darts at (whilst some quietly wish he was on their side).

But in this insightful and sometimes blunt interview, Patrick plays his cards well in a marketing game that is changing by the nano second...

DiGi has gone through quite a few changes corporate-wise. Can you reflect back a little on this evolution to what the company is today?

The company has undergone quite a big change brand-wise.

It started off as Mutiara Telecoms, operating with the brand name DiGi 1800 and in December 1998, we were the first telco to align the brand and the company under one name 'DiGi'. This was the start for the realignment of the brand and we became more focused defining what would be the core brand values.

The change was well received by the market as it was after the introduction of the Prepaid service in January that year, which helped to propel the brand further and capture a bigger market share.

Today, the company has an active investor, Telenor from Norway. It is represented in over 16 countries worldwide and has over 70% penetration rate of mobile users in the world. They are actively involved in the development and introduction of new technologies to the mobile market and is currently trailing NextGen technologies such as GPRS and third generation mobile services.

You have been thrusted into your role at DiGi a little less than 2 years ago. How does it compare to your earlier position at MBf? Patrick Nathan has been there and done it. More than a few times.

A marketing strategist, he started with the MBf Group and worked through their many divisions from fast food, credit cards to financial services. Trouble-shooter, daredevil, brand warrior, call him what you will, but at DiGi, he is breaking new ground while dishing out his brand of hard work and good fun. With the telco wars now racing at a nail-biting pace, Patrick is not looking back, in fact, he's enjoying every minute of

4 ADOIMARKETINGCOMMUNICATIONS

Since I joined the MBf Group, I had worked in over 10 different types of industries offering different challenges all the time. My last stint with the Group was launching MBf Mastercard overseas in Taiwan, Indonesia and the Philippines.

During the economic crisis, I was called in to assist MBf Finance when they were facing some challenges with the brand as well as customer deposits. I remember having to work even on Christmas and New Year's Eve to come up

with some clear winning plans to turnaround these challenges. It was perhaps my toughest marketing challenge - addressing a billionringgit issue with over 2.5 million customers. We managed to address most of the challenges and even set some new industry records for soliciting deposits.

The challenges at DiGi are somewhat different. One has to be at the forefront of technology and to have a very good understanding of it and what it can do for the customer. There are always new developments every month within the industry and we must be well geared to tackle them.

I believe the current DiGi commercial was not approved overnight. Until the day Ted Lim, the Creative Director of Naga DDB came barging into your office...

Ted is perhaps one my favourite creative directors. He is a very down to earth kind of person and is very in touch with the Malaysian market.

More importantly, he listens and tries hard to understand where you are coming from before making a call on the creative.

The Prepaid TVC was indeed a challenge for the agency as our 'demand' and expectation were very high. I wanted a commercial that would position the DiGi Prepaid brand as the category leader and would have strong appeal to the youth market. We went through many concepts and storyboards and I started getting a bit impatient as none of them were close to what we wanted.

Then one day, Ted calls and says they have an idea for the commercial. We all got into the room for the presentation and Ted says to me 'there is no storyboard or visuals to show' but he wanted to share just a conceptual idea.

He went on to describe the entire commercial to me in words. When he finished his vivid description, I took a deep breath, stood up and said 'That's it! We have the commercial'. The agency, I could see was shocked and I guess pleasantly surprised too that the decision was made so easily.

I guess it was the way that Ted had presented the idea that I got a very good feel for it which just seems so right. Sometimes it is just gut feel and I went with it all the way... no turning back!

What's the latest update on market share stats between the key players?

DiGi has been experiencing strong growth on our prepaid sales despite strong competition. We are commanding a total market share of approximately 22%.

You've been scoring well on your DiGi pre-paid products. What has been the feedback to your "No Turning Back" campaign?

The commercial has received very favourable response especially among the youth market. It has been even used as a catchphrase in everyday conversations. Reportedly, kids are even imitating the words when the commercial is being aired.

We have taken the concept of 'No turning back' and translated it into interesting and bold billboards and print campaigns. Sales have been extremely encouraging with record sales every month while we have successfully managed to defend our leadership position for now. We are however not taking this position for granted and are constantly strategising and looking at new things to keep with this brand momentum.

There have been notable alliances between DiGi and high-recall events/ programmes. Give us an overview of your strategy in this area of win-win partnerships. I know you've been closely branded with MTV, the game show "Who wants to be a millionaire?" and more...

The brand is youthful, fresh and dynamic which is one that we believe would appeal to both the

the sand for telcos! young professionals and business segments. A lot of time has been spent in defining our key market segments and what would appeal to them - to stimulate purchase, etc.

We decided to forge some key partnerships for our customers to add 'value' to the overall service that we want to deliver.

The recent announcement of our WAP partnership with Yahoo clearly demonstrates that the DiGi brand brings good value and good service to our customers. The brands that we work with are usually world-class brands which want to have a strong presence with the Malaysian audience. Our MTV partnership is very successful and we have some more exciting stuff planned for our customers.

Who wants to be a Millionaire is a game show currently very popular in the UK and the States. We like the brand to be

associated with such TV programmes as it is both interactive and intellectual. Our customers get exclusive seats reserved for them at every show and this is the first to be formatted in such a manner for the sponsor. This is what we want for our customers - real value.

You've obviously been instrumental in shifting the fortunes and destiny of the DiGi brand. Where do you see this 'baby' of yours heading?

The past year has been very exciting and challenging. I have also spent a lot of time building the 'right' team and working on the right brand principles and strategies. I am very proud of the marketing team and we have lots of fun at work despite the tough work schedules and deadlines. We are looking forward to the next year as it is going to be an interesting ride.

Lots of exciting services are to be launched soon for our customers, given the new technology that we will see being rolled out soon.

The customer is going to start experiencing many 'issues' and we would have to be well prepared for this. as they will pose new marketing challenges.

As for the 'baby' you spoke of, we want the DiGi brand to be the 'brand of choice' for the customer.

In a nutshell, how would you describe the personality of the DiGi brand?

The brand's personality is trendy, lifestyle driven and relevant to the customer.

Recently, we conducted a nationwide study and the DiGi brand has been labelled as a 'high tech and trendy' brand.

As a differentiation strategy, we make it a point not to sell the technology but the services one can derive from it. It is the customer's total experience that we place our focus on, so they are not frightened or intimated by the technology.

We are investing in new technology to provide our customers with innovative and exciting breakthrough services. All in a continuous effort to better connect you to your world. So you can see the person you are talking to, get instant access to your e-mails and all types of useful information, download songs and even go shopping. All with your mobile phone. At DiGi, we don't just talk of WAP, GPRS or 3G technology. We use technology to make life better for you and your loved ones.

Recently you've tied up with Yahoo. What's the story here?

We wanted to create a WAP service with a difference. Yahoo was looking for a partner in Malaysia and we immediately saw a fit for both the brands. Yahoo has over 1 million users of its Yahoo email service and coupled with the other Yahoo services currently available over the Internet, we knew that these services would be well packaged with our WAP service. Imagine accessing your Yahoo email on our WAP service while on the move. It's like having your email service in your pocket.

Your current commercial was shot by Axis Films and engineered by Film Director Paul Loosley...

My meeting with Paul Loosley for the first time actually convinced me that he was the man for the job.

I wanted not just a good

DiGi

connecting you to your world

TV commercial but a great one.

I needed someone who would be daring enough to explore and give new insights into how we can better the brand proposition. Paul has a lot of passion in his work and takes a lot of pride especially to understand the marketing objectives, the brand and most importantly, the customer.

From the looks of it, quite a substantial budget has been invested for the advertising of DiGi. In fact, over RM66 million has been invested in advertising by telco operators for the first eight months this year compared to about RM45 million for the same period last year.

Let me put it this way; we are putting our money where our mouth is. Whether it is in advertising or technology. So if you track the advertising expenditure trends, you'll notice our spending patterns are up. It is said in the market that

ADOIMARKETINGCOMMUNICATIONS 5

"We are putting our money where our mouth is. We have a billion ringgit network upgrade and coverage expansion plan."

Adam TM Touch 3% Mobifon AO/

2%

1

Celcom 33%

Maxis 32%

ADEX for Telecommunication Jan 2000-August 2000 RM 66,313,870 Note: Excluding tie-in ad Copyright 1999 ACNielsen

we are pretty aggressive now but frankly, if you compare to what we did last year, we are comparatively aggressive. However, we are just starting to pick our momentum.

It is not the size of the wallet that counts but how we get creative and innovative in the execution of our plans.

I know you're under a lot of pressure to raise the stakes for DiGi. Do you get a fair degree of independence when making decisions on where the brand is heading?

Pressure... oh yes! But quite frankly the pressure is on ourselves.

We are no longer dictated to by our 'bosses' but rather by market forces such as competition, technology advances and customers demands.

In that respect, I must say that we are quite independent as long as we have a good plan which is working well. We have proper and clear reporting lines within the organisation with clear management goals. The management and the stakeholders are very 'marketing' driven and in that sense, it is usually relatively easy for me to put my plans across to them.

6 AOOIMARKETiNGCOMMUNICATIONS

about your coverage expansion plans.

We have announced a billion ringgit expansion programme, which includes both network upgrade and coverage expansion. We will be very much focused on our coverage expansion including highways, in-building coverage and expanding coverage in all cities and towns. I believe that soon, coverage will no longer be a competitive advantage.

Perhaps, this is a far­ fetched suggestion, but with broadband delivery coming into the game by the end of 2000 or early 2001, will we see television appear on handphones?

Broadband services are the next wave of new technologies to hit the market. It enables repackaging of basic services to provide for a totally different experience for the end user. Here we will see a better experience of the Internet on your

There's been so much talk of mobile commerce. And I'm sure you have more than a few cards up your sleeve on this one.

Yes, with the advent of WAP, GPRS and 3G technology and globalisation, m-commerce is perhaps the next wave of carrying out transactions without being desk-bound. With such intense competition in the industry, telcos will have to roll out more and more m-commerce services to stay ahead.

M-commerce will take off in Malaysia in time and we will be in the race to compete.

I need to ask you about coverage.

There's a perception out there that Maxis has the best coverage. Do you think this is a misleading assumption? Tell us

mobile phone. This is when the WAP service will take off and customers will be 'always' online.

Mobile voice competition will be a thing of the past now. Services such as downloading MP3 songs and pictures will be possible on your handset as well as

emailing picture file attachments to another handset, video streaming, mobile chats, positioning and location-based services and so on.

You are the man your competitors love to hate. How does that make you feel?

I really don't think so that's the case as I believe they are busy launching services and keeping up with technology. I love the market competition and hope we all can get to grow this industry professionally and well. To me, the market is not competitive yet although there are aggressive players. There lies the difference.

We will see true market competition only now with the deregulation of the tariff and removal of the access fee cap. This coupled with the roll out of new technologies will see marketers chasing to understand the technology, understand new demands from existing customers and cope with the emergence of new market segments. Market competitiveness is no longer just about the competition but includes meeting the expectations and demands of our customers who are constantly changing fast.

Receptionist

Economist

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Do you want to talk to the people who run the global economy? Or the people who report to them?

51% of Forbes readers are in top or senior management. 60% of Economist readers aren't. (Source: Europe 2000)

Copywriting hv Dean Dp/in Johns Johns by

^fljj

:

A popular Australian journalist died recently, at a relatively early age.

But not early enough to preserve his reputation. Because, as everybody was aware, and as none of his obituarists could in conscience avoid mentioning, he'd been fired not just once but twice in the twilight years of his career for plagiarism.

Which started me wondering

why a man with so much to lose would stoop to stealing other peoples' work. But what would I know? I've spent most of my life in copywriting. A trade so shameless on the question of cribbing that it even has an axiom to cover if not actually celebrate the practice.

"If you must copy", one of the great advertising gurus famously exhorted, "copy from the best".

Years ago in the Sydney office of an agency I was working for, there was a writer-art director team that followed this advice to a fault.

Everything this particular duo "created" came directly out of Award Annuals. As they had a practice of pinning layouts up on their walls to help them decide which ones they'd present to their clients, the rest of us in the department could easily check them out. So we made it into a game. We took to stealing into these guys' office to get a glimpse of their latest "ideas". Then we'd get together later and see who could

Aheadlineforwomens'swimwearthatwent "Try us on for sighs", which I adapted later for the title of an article about condoms. guess the years and page numbers of the books their latest work was filched from.

Last I heard of these human copy-machines, they weren't working as a team any more. Both were creative directors, one in Jakarta and the other in London.

But that was a very long time ago, and maybe they've either mended their ways or been found-out by now.

Whether anyone's ever twigged to my own transgressions in the copying department I have no idea.

But it's high time I owned up to the two that I can recall. Way back in my early days in the business I saw a campaign for a U.S. brand of bedsheets with the theme "You don't have to be rich to retire in luxury", a line that I filched to use for the other meaning of "retire" in a financial ad. And then there was the headline for a range of womens' swimwear that went "Try us on for sighs", and which I adapted later for

the title of an article about, of all things, condoms.

Now that I've come clean and embarrassed myself like this, rest assured I won't repeat the offence.

Not that I have a career or a literary reputation to protect, but I'd hate it to become a habit and someday receive the kind of review once given an aspiring writer by a famous author to whom he sent his work for comment. "Your manuscript is in parts both good and original", the great man wrote back.

"Unfortunately the parts that are original are not good, and the parts that are good are not original".

A rebuff as brutal as that would be almost enough to drive a guy back to copywriting.

Dean Johns is a partner in Sydneybased regional creative!motivational consultancy CreAsia and strategic! creative hotshop StrADegy. Website www.stradegy.com.au

EURO RSCG'S ON THE MOVE

To a new location and in another direction. We've moved in with Epic:0mnilink, so we now can move brands with marketing solutions as well as advertising ones. All from our brand spanking new office at Wisma Amanah Raya Berhad, 7th floor, No.15, Jin Sri Semantan 1, off Jin Semantan, Kuala Lumpur. Tel: (03) 27186600. Fax: (03) 27186700. -

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And the Winner isn't... Credibility.

by Josh Sklar, global Chief Creative Officer CCG.XM Quick mention: by the time you've received this issue, my family and I will have relocated from Singapore to New York City.

Same company, new gig. I'll continue to write for ADOI, much to your possible dismay - bringing you all sorts of bizarre insights from Silicon Alley (although I'll have to pop down there to see what's up, I'll be on 7th Avenue around 36th street). My new address to send your questions, queries, praise and disgust is: jsklar@ccgxm.com. Now, on with the column.

It's awards season around the globe. Time for the creatives to air their crafts for other creatives to see and be inspired by. Time to prove to clients that we really do know what we're talking about because our colleagues have held our work up and deemed it worthy of a trinket or certificate. ROI and all that resultsoriented stuff is nonsense - it's what the industry thinks that matters, you see!

I've had the privilege of being a

jurist for the Clios and the Chairman of the Singapore 4A's CCA's new media jury. I've lent my snobbery to other shows as well and feel I've got a pretty good grasp of the inner workings of how everything from the Cannes CyberLions to the One Show Pencils churn. I've also been, so they tell me, awarded more new media laurels than anyone else in Asia so, hopefully, I'm not speaking from the mantel of jealousy and bitterness.

You see where this is going, do you? Good. In my typical cynical way I'm going to let loose on the industry's game. Although I make as much use out of winning awards in credentials presentations as almost anyone and issue just as many press releases, I'm really fed up with the way the winners are determined in most of these events. This does not apply to traditional media, perhaps, but in new media how on Earth can non-creatives judge the work of craft? How can foreign jury members be expected to understand the intricacies of trying to appeal to local cultures? Web sites, CD-ROMs, kiosks, interactive demos, online campaigns and all are

not merely a matter of a single copy line and impactful visual.

There is so much that must be accommodated when you have individual users let loose in your project for as long as they care to be there, depending on what operating system and client application they are using. What does a business person, sales manager or media buyer know about the difficulties of programming, user interface, information architecture, database engineering and so forth? How dare they make broad assumptions about what is best and what is not when they have no experience as to what it takes to create an elegant yet relevant solution that works across an entire range of possible viewing mechanisms?

There have been so many public failures of Internet companies because it is extraordinary difficult to do what we do in this industry. So how is it someone who is not even in the business, or has only been in it for a year or so in a related position to production or conceptualization, determines what the world's best is?

I'll tell you how - because the

The Winter of our Discontent

by Jullie P. Lingan

It unceremoniously starts off as flurries, like a gentle spray that usually comes and goes before we even notice its presence. Then comes the snow with its poetic silence and deadly power. It may last for days or weeks, a lovely white blanket that seemingly shuts out whatever ugly realities there may be on the face of the earth. It may even work itself up to a blizzard, the danger zone, during which repressed emotions flare to the surface and Thoreau's quiet desperation begs to be heard.

The winter of our discontent.

Shakespeare put it beautifully, like a one-line gem from an evergreen love song, inviting visual mental images that capture an overwhelming sense of restlessness, melancholia, sadness, ennui. And when frostbite creeps into our sanity and we raise our hands in utter desperation, we know the winter of

10 ADOIIMRKETINGCOMMUNICATIONS

our discontent is about to end.

In our volatile industry, we express this explosive end in a manner that's like an in-your-face type of an ad: throwing in the towel.

While the expression is also highly visual, the poetry obviously has been thrown out the window, for it is one phrase that's usually accompanied by heavy, irregular breathing and a rise in one's blood pressure.

Yes, we each have our own winter of discontent, no matter how hard we try to convince ourselves that we are truly happy where we are. And I think it all begins when we try to sweep some dissatisfaction, albeit momentarily, under the carpet, hoping that it will go away. The problem is, like anything unresolved and left hanging, it does not go away. It will never go away unless we do something about it. And whether

we are aware of it or not, the snowball gets bigger with every unpleasant relevant incident. Yet we keep on trying to increase our tolerance level until it is no longer humanly possible to do so. We still have feet of clay. We still have to grow wings or perhaps a halo. So at the precise moment of despair, when we try to search for the light but can't because there isn't even any tunnel, we mutter the phrase we hear so very often dramatized in our industry: "I'm throwing in the towel!" This dramatic declarative statement must have been uttered at least once by all of us in advertising. It has been said in defiance. In anger. In sadness. In pain. Hardly in ecstacy.

Experience tells us that the people who sing this refrain in the office usually deliver it after a series of disagreements, confronta­ tions and other gastric-ridden

organizers of these shows are just as ill informed but have the brand credibility from traditional media shows to make sweeping assumptions. The new media people are so amazed to be included within the realm of traditional advertising's pillars of honorariums that of course they won't go against the grain. To win a Clio Gold means as much to an interactive Creative Director as a traditional one - even if the process for judging is extremely questionable. Did you know in the Clios there isn't even a place for someone entering to give a rationale or strategy? International judges just look at the work from their home country and make as many presumptions as they'd like about the objectives and audience. Scary.

For this year's CCA's, we've made sure to only include new media creatives (local & international) as jurists and to allow for 250 word descriptives of the work. But this is a big exception to the rule. How long will it take for the big name shows to become honest and who will police them?

Just remember to take wins and losses with a grain of salt. The only ones you should be trying to impress are the people who will be engaging your work as users, not one-off trespassers. unpleasantries: shouting matches with a superior or even a colleague; bad presentations and disapprovals; the realization that we deserve something better and we've been quiet far too long; whatever it is that thrashes the ego and plunders the soul. Or so we think.

And knowing fully well that life is too short, maybe we should just mellow a bit for our own sanity, blow up and smash the growing snowball if we have to and instead of dying a slow death in the winter of our discontent, turn it into something altogether positive and new and beautiful.

So how about pulling the rug off our feet, sweeping away the dust and beginning all over again? Hey, with apologies to Shakespeare, ever heard of the spring of our discontent? It is, after all, what follows winter...

So much technology. So little space.

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Love of Money &The Root of All Retail MarketingEvil

By Kurt Crocker, Partner, Drayton Bird, Crocker & Mano A show of hands, please.

Who wants to get filthy, stinking, thesky-is-the-limit rich?

You're in the retail business.

You sell stuff. Another show of hands, please. Who would like to sell so much stuff that you actually go deaf from the constant ringing of cash registers?

Who doesn't want to get walletbulging rich? Oh sure, there have been some among us who'd rather live the Walden's Pond, simpler-isbetter life. Frankly, I believe those people are nuts.

Show me the money!

Yeah, but there's a flaw in that particular movie's sound-bite. Jerry Maguire suddenly turned his back on the cold promotion of corporate athletic endorsements and became a caring idealist. Yet his single remaining client still insisted...

Show me the money! He wanted to get rich, just like the rest of us greedy realists.

The flaw is this: Where does the money come from? Does it come from your sheer determination?

Your talents? Your winning smile?

No. In the case of professional football, it comes from the fans. The

good folks who watch the game, and ultimately buy products attached to the image of your performance.

In the case of you hard-working, inventory-calculating retailers, the money you make comes from your customers. It such a simple reality.

Cash doesn't just magically appear.

It is delivered to you by humanoids.

Why is that so tough to remember?

The purpose of a retail business, like any business, is not to make profits. You have to earn returns of your investments, of course, but you will ultimately fail if you're only thinking about those ringing cash registers. You must go beyond 'show me the money' and concentrate more on making and keeping customers... profitably.

I've related, many times, the story of this filthy rich businessman from Texas. A reporter asked: "How do you make your millions?"

He said, in that rather annoying George W. Bush Texas drawl, "Why it's simple son. I find out what my customers need and want, I give it to them, and I get rich."

Another filthy rich used car salesman from America (thankfully not a Texan) said this: "My next customer comes from my first sale."

This is not a very Asian way of thinking. Here we happily grab the money and hope for the appearance of another customer.

Open your doors and they will come? Not these days. You ain't the only retailer in town. Consumers have endless choices. Down the street, or off in cyberspace. The days of a retailer's control of current and prospective customers are long gone.

Unless you find out what your customers need and want, and give it to them. Only then will you have a chance to make and keep customers longer. Only then, will you be in a position to be profiled on Lifestyles of the Rich and Famous.

Yes, you still have to acquire new customers. But remember this always: Acquiring a new customer costs 5 to 10 times as much as retaining an existing customer.

And hear this from research analyst Alex Brown: "U.S. organisations lose one-half of their customers every five years.

A 5% incremental improvement in the customer retention rate could have the effect of doubling profits."

I repeat: Doubling Profits.

Enough preaching. I will assume you are converted. So how do you go about turning your new­ found belief into action?

Here come the scary bits...

For starters, you need a Central Marketing Database. Then you need a Customer Relationship Management Strategy (CRM).

Are you invisible? ^

We were at a great party lately. But like any gathering there were some people we were attracted to 'hang­ out' with and others we avoided at any cost (you know the ones).

Which got us thinking - it's a lot like the work we do.

The media is the party. The ads are the people and you are the invited guest. As you mingle and make small talk, the chances of you meeting someone totally annoying are very high. The really nice ones however are much harder to come by.

Think about it.

Conversation might start off well enough. They could well be a fancy dresser, well-groomed, sexy,

12 ADOIMARKETINGCOMMUNICATIONS

By Hwa & Szu, CDs of BBDO Malaysia

articulate but as shallow as your mum's casserole dish. Eventually you'll find yourself deciding if you really want to stay on listening and talking or if you've had enough and want to bugger off.

(Like many ads you see in the papers or on TV. Nice execution but you have no fucking idea what they're on about).

Or this person could be unassuming, down to earth and have a wonderful sense of humour.

You'll remember him favourably the next time you meet. (Like a few ads that rewarded you with a smile or made you think and therefore remember the brand.) Nett-nett, advertising appears in two forms:

intrusive or invisible. There are way too many ads that are just plain, er...well, plain.

A consumer buys a paper not to read the ads, they buy it for the news. And after the news they go to the cartoons for a laugh, read the horoscope and then see what's on telly later.

Information and entertainment.

If an ad has nothing of substance to say or doesn't say something with substance, then why bother? If it has no compelling news, isn't entertaining or doesn't prompt the

It's not quite as scary as it sounds.

But if you have a large retail business with substantial volume, it's not a walk in the park either: 1. You will need to make an investment in technology software and the people who run it.

2. You'll have to re-tool your marketing strategy into one that is technology-enabled.

3. Implementing a CRM Strategy will require operational changes in your organisation - including marketing, sales and service.

4. You will have to integrate all marketing communication contacts.

5. And importantly, you will need the ability to collect, manage and use information about your customers, effectively.

And everyone in your company, everyone, must be completely dedicated to making your CRM strategy work, long-term.

Long-term, shared dedication at every level is critical, because if that is not the case, whatever you invest in technology will head south... straight down the toilet. Along with your visions of a 6-month crosscompany bonus, or any real opportunity to get filthy, stinking rich. In other words, once you've got it, flaunt it. Often.

This October article is part of a presentation I made at a recent Malaysian International Retail Conference and Exhibition (MiRCE2000).

reader to do something except turn the page, then everyone involved has spent time and money, producing a beautiful to look at invisible ad.

Keep producing invisible ads and your consumer will definitely fail to see you again, and again, and again. They don't want to know you, they don't want to hear what you have to say, they will ignore you. Unless of course, that is what you want.

Dangerous stuff.

We've got to be intrusive.

Consumers are exposed to so much entertainment and information from multi-million dollar budget movies, the Internet, glossy magazines, etc.

And they're a whole lot wiser and much more cynical.

We musn't cheat them and treat them like idiots. They can see right through us.

TWO WAYS TO GIVE YOUR MEDIA PLAN A BUZZ

Escape to AXN adventure. From Eco-Challenge, the Olympics of adventure racing to action movies like Anaconda and action series like Amazon, we've got pulses racing and ratings soaring.

It's no wonder AXN is amongst the top international channels in rating-markets including Philippines, Taiwan and India

Action-Adventure Attractions: Eco-Challenge 2000, Survivor, Mild Seven Outdoor Quest 2000 World Extreme Games 2000, North Face Expedition, 7 Summits and Silverstone 4x4 Rally of Asia

Constipated

I11 TLisa ic/J Ng Nor By

It's lam sharp. I've got a severe case of writer's block. And the neighbour's cat is wailing in the throes of sex. Two ways to go about this, I knew. Sleep. Or pound at the paper till something close to a gem pops up. I sleep.

Seconds later, I'm in la-la land.

Minutes later, I'm in a state of REM. A dream materialises. I see my boss. Or I think it is him.

Somehow, he looks different in white robes. And that halo. Anyway, he's unhappy. "You owe me 100 lines." he says.

"I'm tired and the cat's having sex" was my reply. My boss whips out an alarm clock. I think it's a Philippe Starcke. The red needle sits, poised at 8am. "100 lines, girl.

100 lines. Or..."

The white robes disappear.

Replaced by a suit, jacket and tie.

A pair of glasses appear on the bridge of his nose. And the clock morphs into a calculator, "...no pay" he continues, and not without a

diabolical grin, either.

Next thing you know, I'm at the desk again. Pen and paper in hand.

Luke Sullivan's Hey Mr. Whipple, Squeeze this in the other. And the cat?

Screw the cat. I've got 100 lines to attend to.

What are some of the best ones again? Understanding comes with time. You've got issues, we've got tissues. What do you see? Black or gold? The pregnant pause - don't be the father. Or something like that.

How did those dudes do it?

Incentives?

Brilliance?

Inspiration?

Time?

Indefatigability?

Passion?

All of the above?

Mr. Abbot, if you're not too busy, I could use your help and wisdom. You can write my lines.

While I take care of the cat, once and for all.

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When signboards drew laughing customers to shops

by S.H. Tan

road decided that it might as well The big, bright, bustling shopping come clean and confess Soh Ken Wee. malls sprouting up all over Kuala Lumpur are a sight for sore eyes.

A tailor operating from half a shop got wind of the commotion But not one of the shops in and jumped on the bandwagon with them can raise a smile, let alone a Mee Too. chuckle.

Impervious to the quips, a Consider those days when hardware dealer decided to wax shops were scattered all over the lyrical again. He launched Loh Pee. town. Many were small, dull and neither dead nor alive. But they had This must have taken the piss character. Identities of their own. out of a transport operator because And, more often than not, they he advertised on the sides of his were good for a laugh. fleet of lorries Pee Hai and Two others.

Take the clock and watch shop in Batu Road (now Jalan Tuanku The lohs and the hais came to an Abdul Rahman). Its signboard said abrupt end when an Indian barber Hung Onn. shop in Jalan Padang Tembak, where the British had a garrison, Two doors away was a rival. put up a more prominent signboard.

It was a sticker for pedantics. So it trumpeted Hang Onn. It said Ramasamy Chettiar.

Underneath in smaller but just as A bicycle shop proprietor across conspicuous letters European heads the road must have decided that cut here. now was the time to come to the aid of the party. If two of That looked like a his compatriots were hint to the Chinese A baker in Jalan in there, determined shopkeepers. From that Ampang let it all to make ends meet no day, the slanging match matter how bleak the hang out with Shah in Chinese via future, he might as Mohamed. Biggest signboards quietened well give them moral down until it surfaced loafer in town. support.

So he again - in English. cheered them on with Sing Onn. One shop in Jalan Pudu, A coffeeshop up the road opposite the bus station, said Lee encouraged Sing Onn to musical Kee Boot and Shoe Co. heights with Wing Onn. A hotel in Jalan Tuanku Abdul This must have annoyed a Rahman had this notice: restaurant language purist, the proprietor of a open to non-residence. If you are in tables and chairs for rent shop. He a hurry have a coffee and roll made public what he thought of downstairs. Waitress service available.

Wing Onn muscling in on Hung Onn, Doubtless inspired by the Hang Onn and Sing Onn. He notice, a girlie barber shop in the retaliated with Pong Onn, oblivious hotel added this announcement at of the stink he had injected into the the end of its price list: Blow job free. atmosphere.

A baker in Jalan Ampang let it Not a language purist but all hang out with Shah Mohamed. determined to have the last word, Biggest loafer in town. a department store further up the Finally, a yarn going the rounds road came up with Fook Onn. in the bar of the Lake Club had it And some shopkeepers in that a Mat Salleh (Caucasian) Chinatown must have been member was at the swimming pool. cheesed off with the noise, the As he had done justice to a couple smell and the vulgarity. of stengahs, and so was in a jovial One of them took the lead and mood, when he saw a chap decided that if he could not beat stretched out on a deck chair, he 'em, he might as well join 'em. He chirped: "Are you relaxing?" was an agent for mahjong sets and Startled, the fellow member their accessories like dice and chips. gasped: "No, I'm Tara Singh."

So he put up the sign Wong Kan Fatt.

This was brazen and crude. But it was frank. So a joss-paper, josssticks and candles shop across the

Article extracted with permission from SH Tan's famous Ramblings column in the New Sunday Times.

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I

OglivyOne staff basking in a champagne shower after winning the Best of the Best award for the night!

Steven Palos, Managing Director with the award-winning creative team ofOgilvyOne Worldwide, Malaysia.

.The second 2000 Direct Marketing Association of Malaysia (DMAM) Awards night at the Renaissance Hotel in KL was almost a replay of last year's show. OgivlyOne flooded the entries bag and walked away with whatever was worth rewarding according to the discerning jury chaired by Grey Malaysia's wellseasoned awards competition maestro Jeff Orr. Steven Palos and his band of bounty-hunters from OgilvyOne were bent on an allout rampage but got stalled momentarily by new player Impiric who caused a shocking upset by winning the only other Gold of the night. Impiric who? Good question; they are the new OM shop in town off to a flying start by kicking butt with industry favourites OgilvyOne. Barely a year old, Impiric surprised many when they won a Gold and two Bronzes for Ford Malaysia. The night witnessed a total of 22 awards being dished out.

Meantime, OgilvyOne ran amok clinching 13 awards, including the Best of the Best. The rest of the tally was shared by Grey Direct who hauled in four winners, FCB Direct one Bronze and Epic Omnilink one Merit for their ICI work, which incidentally was the only Malaysian winner at the recent Association of Promotion M arke ting Agencies Worldwide (APMA) Awards. Raising

the bar, eh Jeff?

However, sentiment ran high that overall standards have dropped.

International OM award-winner Kurt Crocker said, "This is disturbing. Getting regressive is not the way forward. The quality of work this year was noticeably poor.

Much needs to be done to put us back on track."

Rob Burr of FCB Direct continued, "There were many a~ard categories which belonged to other awards ¡c ompetitions instead of the DMAM. For that matter, the ad industry's Kancils is equally guilty of duplicating some of our categories. The re must a more equitable classification of e ntry categories to reflect the context of the competition." Rob has also threatened to contribute an article to ADOI on this subject.

In the meantime, rumours suggest that Steven and Kien of OglivyOne will be appearing on the front cover of ADOI next year if they complete a three years rout.

Not unless DraftWorldwide enters the fray. Draft who?

The l mpirics: Barry Low, Lee Yen Beh, Veun Chin and Lim Shu-lin

16 ADOIMARKETINGCOMMUNICATIONS

Seated left to right: S Rajendran Loyalty Programmes Manager, Operations - Malaysia Airlines; Sona Zakariya Relationship Marketing Director, RMI Network; Chia Kwai Hoong MD of RMI Network; Ch'ng Teik Cheng Manger, Loyalty and Frequent Flyer Programme - Malaysia Airlines; Long Nyoke Ching Account Director, RMI Network.

Standing left to right: Bernard Chia IS Manager, RMI Network; Abby Chee MarComm Manager, Berjaya Hotels & Resorts; Lee Ai Tee PAl Admin, RMI Network; Ng Soke Ling Finance E xecutive, RMI Network; Kel'IJin Tan Marketing E xecutive, RMI Network .

From left: John BurfJidge andJeff Orr (Grey), KUTt Crocker (DBC&M), Steven Palos, Gareth Gwynne (Grey Direct)

From left: Guay Chin Chye (impiric), Fyaro Liew (AlA), Esther Soon (Efficient LDP), Michael Tan (Epic Omnilink Integrated).

years running!

ZJ&h, Lswss3*r4g DecuNeslte,

.

Compere Paula Malai helps ADOI look sneaky.

Campaign: Nestle Kid's News Product: Nestle Products Client: Nestle Products Sdn Bhd Agency: OgilvyOne Worldwide Awards Won: • Best of the Best • Best Retention/Loyalty Programme • Best Direct Mail Campaign - Flat Mail • Best Direct Mail Campaign - Consumer (Low Volume) • Best Use of Direct in Brand-Building

Gold Silver Silver Bronze

Campaign: StarCard Bills Product: Caltex StarCard Client: Caltex Oil Malaysia Limited Agency: OgilvyOne Worldwide Awards Won: • Best Recruitment Programme • Best Direct Mail Campaign - Business (Low Volume) • Best Direct Mail Campaign - Flat Mail

Silver Silver Bronze

Four beauties make it two years for the DMAM

L4RKStrikeoil -»*r today with the m

Campaign: American Express "Strike Oil" Product: American Express Card Client: American Express (M) Sdn Bhd Agency: OgilvyOne Worldwide Awards Won: • Best Retention/Loyalty Programme • Best Use of Integration Programme

Silver Silver

Campaign: SHE Product: Ogilvy & Mather Shelly Lazarus Luncheon Talk Client: Ogilvy Group of Companies Agency: OgilvyOne Worldwide Awards Won: • Best Use of Direct in Brand-Building • Best Direct Mail Campaign - Flat Mail • Best Craft - Art Direction

Silver Silver Silver Man of the Night - Steven Palos of OgilvyOne!

DMAM 2000 Awards Agency Ranking Silver

Merit

OgilvyOne Worldwide

impiric Grey Direct FCB Direct Integrated Best of the Best - OgilvyOne Worldwide Malaysia for Nestle Kid's News

ADOIMARKETINGCOMMUNICATIONS 17

Brand's Visual Expression as Important as Development Strategy

by Lara Hussein

When I refer to the visual expression of a brand, I am really talking about how the brand comes alive in the execution of the advertising idea. For this feature, I am writing about the importance of production of a TV commercial. In other words, the production values of where the brand is manifested is as important as the strategy itself. How many times have you heard of clients or agencies whining about poor quality execution of a strong idea?

When we talk of brand building, our immediate thought would be the inherent strategy and the intellectual properties of the brand. Of course, every good idea must start from a concise and well thought-out strategy, but equally important is the visual expression of that strategy and how the brand can really come alive.

In other words, execution is fundamental and should be given equal emphasis from clients and agencies.

After all, what is a great idea if the execution does not live up to the quality and profile of the brand?

Imagine brands like Nike and Coke, if the delivery of the execution was of poor quality, no matter how strong the inherent idea is, the final outcome to the consumer would be disappointing. If you have a strong strategy - a 'brand belief' - then invest in the 'expression', so that you get the right quality of execution and aesthetic values to make the idea really come alive.

An example I would like to share with you is from a New Zealand Agency, "Meares Taine Auckland", directed by a lady director, Melanie Bridge. They produced a TVC for a diet pill, Xenical. Xenical is a wonder drug for women, who are obese and need to lose weight quickly. It is available everywhere via prescription in every pharmacy. I spoke to Jeremy Taines, the Creative Director in New Zealand. He said that the idea was culled from insights of interviews with 300 women. The campaign was created to reach out to women, who can empathise with a similar problem.

The executional delivery, nuances, texture colours and special effects really expressed what was a very simple yet powerful idea. A strategy based on a woman and her fantasies of wanting to be thin. The dreamy look of the TVC gave it the visual differentiation. The result was moving and humanly emotional. Because of the intangibles inherent in the production, you were

able (as a woman) to reach out to the core soul of the idea.

The visual expression in the TVC made the pill look far more inviting without having to show the product or facts on how it works. The clients invested sufficient production money because they knew and believed that they had to focus and invest in the execution to get consumers to notice.

The problem we face today is that a lot of good ideas are hampered by poor execution due mainly to budget constraints. These low quality productions really do not do justice to the brand. We need to take heed of this and be cognizant of repercussions when little time and money have been given to the execution of a brand. These are some of my thoughts: 1. Clients are pivotal in the outcome of the production. They need to be aware and involved with the processes in order to appreciate the technicalities involved. Clients are wary of production costs and understandably so. In order to overcome this, they must be educated in the complexity of production and film making.

2. Clients must see themselves as part of the team and get involved from conceptual stage right to the end. They should attend every step of the executional process in order to appreciate the complexity and financial implication. For example, price alone cannot be the determinant factor in deciding between one production house and another.

3. A great commercial is the result of sound judgement by the client. If he thinks the logo or packaging is going to drive interest from viewers, then his judgement should be debated upon or questioned. At the end of the day, the client should appraise the visual expression of his brand in an objective non-partisan way.

4. The agencies play an important intermediary role between clients and production house. They should aim to strike the right chord as custodian of the brand idea and ensure creativity and quality at the right price.

Making a TVC is organic - you have to grow it from a pure strategy into a brilliant creative idea.

It is not a mechanical process. It is spontaneous and involves the workings of a team from agency to client and production house.

The client must be committed and understand the importance of every step. With this commitment, he will be able to appreciate the financial and creative challenges inherent in making the visual expression of his brand really come to life.

Spotted in the New Sunday Times recently A young woman who was several months pregnant boarded a bus.

Then she noticed a young man smiling at her and she began feeling humiliated on account of her condition. She changed her seat and he seemed more amused.

She moved again and then on her fourth move he burst out laughing. She had him arrested.

Then the case came before the court, the young man was asked why he acted in such a manner. His reply was: " When the lady boarded

ADWAVE hits Penang ADWAVE, an annual ad contest for students in institutions of higher learning and organized by University Science Malaysia (USM) is on.

This year's theme 'Advertising Beyond 2000: Challenges In The Virtual

18 ADOIMARKETINGCOMMUNICATIONS

the bus I couldn't help noticing she was pregnant. She sat under an advertisement which read Coming Soon: The Gold Dust Twins, then she moved under one that read Sloans Liniments remove swelling.

I was even more amused

when she sat under a shaving advertisement which read William's Stick Did The Trick.

Then I could not control myself any longer when on the fouth move she sat under an advertisement which read Dunlop Rubber would have prevented this accident.

The case was dismissed.

Realm' will showcase an exhibition of students' entries and famous awardwinning ads.

If your organization wants to be part of ADWAVE, you will have access to many talented student and potential employees. ADWAVE's begins 1st of October. Interested sponsors are invited to call 04-860 3834 and ask for Tee Lin Dee.

It's an invitation. A call to action.

It's what comes to mind when we asked viewers around the world what Hallmark means to them.

HALLMARK ENTERTAINMENT NETWORK

Movers & Shakers, Movers & Shakers, Movers & Shakers,Mo AXN appoints Lorna Swinstead to Account Director of Ad Sales, and Jennifer Yong as Marketing Manager, Internet. In her new role as Account Director, Lorna will focus on AXN's regional advertising sales efforts, covering Singapore, Japan and Korea. She continues to report to Ricky Ow, AXN's Vice President of Ad Sales & Marketing. Jennifer Yong has been appointed to the newly-created role of Marketing Manager, Internet. Jennifer will oversee AXN's online relationship building with the channel's viewers in the region, site accessibility and e-commerce. Before joining AXN, Jennifer was employed at Singapore-based search portal Gatcha.com as e-Channel Marketing Manager.

DraftWorldwide has appointed Emily Chan as Managing Partner of its recently re-launched Singapore office. Chan was previously Client Service Director of Ammirati Puris Lintas, an Interpublic sister agency in Singapore. In her new role, her task will be to create an integrated offering for the DraftWorldwide brand in Singapore - delivering the core capabilities of brand building, direct, digital and promotions.

Chan will report to Greg Paull, recently appointed Regional Director of Corporate Development for DraftWorldwide in the Asia Pacific region and based in Hong Kong. "Emily brings to the company a refreshing attitude of 'can-do' matched with experience on delivering integrated solutions," said Paull. "Clients can expect non-conventional ideas that create results." Prior to her role at Lintas, Chan held senior roles at EuroRSCG and its affiliate office Gohn and Wells in San Francisco. She brings a depth of experience to DraftWorldwide based on her work for major multinational business including Dell, Iomega, HSBC, Johnson and Johnson, and Merck. Opened several weeks ago, the new DraftWorldwide Singapore office has been successful in capturing a new IDD launch for Hong Kong company, Zone 1511 and is actively pursuing other business. "We are not just an advertising agency," said Chan.

"We are an ideas agency that provides whatever solutions are needed to solve our clients' marketing problems. Every dollar our clients spend with us must generate positive returns."

CIA, has appointed Ron de Pear, former Worldwide Client Services Director at MindShare, as Chairman of its International unit.

During his career, de Pear spent over 20 years at JWT and MindShare. At JWT he became Executive Media Director of the European operation, and then Chairman of the JWT Worldwide Media Group. In January 1999, he was appointed Worldwide Client Services Director of MindShare. At CIA International is responsible for the International Media Management (IMM) of multinational clients and other strategic central services for the network, such as HR, Training, IT, Research and NPD (CIA MediaLab), across the network. De Pear's responsibilities will include the management of all central resources within CIA International and the development of IMM units in all CIA markets where this service is relevant for multinational clients.

20 ADOIMARKETINGCOMMUNICATIONS

Discovery Networks Asia has appointed Kevin Dickie as director of marketing & communications and Sharon Teo as senior manager of Asia regional advertising sales. Both Kevin and Sharon are based in Singapore at Discovery Channel's regional HQ. At Discovery HHHHHHHlHi ••••WNMHi Channel Networks Asia, Kevin will oversee all communications activities for both Animal Planet and Discovery Channel, developing integrated marketing strategies for both networks regional wide.

Sharon is responsible for integrated advertising sales of commercial airtime and sponsorship packages in Asia for both Discovery Channel and Animal Planet. Additionally, Sharon and the Singapore sales team are also responsible for placing advertising business from Asian multi-nationals onto Discovery Channels in Europe, Latin America and the U.S. ESPN STAR Sports (ESS) has promoted Vib Sharma as Senior VP, Advertising & Integrated Sales, succeeding Chris McDonald. In his new capacity, Vib will assume responsibility for the advertising, sponsorship and integrated sales divisions at ESS and manage a team of sales personnel based in Singapore, Beijing, Shanghai, Hong Kong, Chinese Taipei and throughout India.

In line with the development of the Network Sales Development team, CNBC Asia has appointed John McClure as General Manager overseeing the team's support to CNBC's international sales units.

John also works directly with key clients to provide marketing solutions and manages sales operations including CNBC Sports in the Asia Pacific region.

Based in Singapore, McClure reports directly to Mark Froude. McClure brings to his new role over 18 years of experience in the media and advertising industry. Prior to joining CNBC Asia, McClure was senior vice president and regional media director in Asia for Dentsu Young & Rubicam where he headed a regional media centre covering 12 countries and 220 media professionals.

Suchita Vadlamani joins CNBC Asia's Award Winning Anchor Team.

No stranger to CNBC, she joined CNBC Business News in Mumbai in 1997, reporting and anchoring for "Inside India", a daily half-hour programme on the network. In 1999, prior to re-joining CNBC Asia, Suchita was with television station KSDK, the NBC affiliate in her hometown of St. Louis, Missouri, USA. A native of St. Louis, Missouri, she spent a good part of her life in the US and France. Having been bitten by the travel bug at an early age, she's spent time in India, Holland, the United Kingdom and France.

Suchita is fluent in French and Telugu, with some knowledge of Dutch, Spanish and Hindi. She is an active member in many volunteer organisations including Big Brothers/Big Sisters and Legal Advocates for Abused Women.

She loves adrenaline pumping sports such as mountain biking and rafting.

ACNielsen Malaysia 2000 Media Insights ACNielsen at its annual Media Industry Presentation recently predicted that Malaysia's advertising expenditure (AdEx) will touch RM3 billion this year, for the first time in the industry's history. Total AdEx grew to RMI.36 billion for the first six months of this year alone, up almost 30% compared to the same period last year. It is widely accepted that the AdEx for the second half of any year is usually higher than the first half spend.

ACNielsen Malaysia's media operations director Danyal Abdul Malik however cautions, "The figure would not be the actual amount spent because it was based on rate-card values, and did not take into account promotions, discounts and sponsorships." ACNielsen's Netwatch also recorded that Internet penetration has reached 14.5% in the second quarter of this year, compared to the same period last year while the number of people who used the Internet during the past week grew to almost 1.3 million, an outstanding 93% increase from last year.

Looking at advertising among the traditional media during the first half

of the year, newspapers remained the dominant medium, reaping 63% share of the market. Services topped the product sections, accounting for 57% of the total AdEx, while telcos topped all product categories with a 16% share.

Danyal continues, "Video and cinemas/cineplexes were most affected by the advents of relatively 'cost-effective' VCDs and to a smaller extent LDs and DVDs. Internet and pay TV continue to attract large a following and this will surely impact on media consumption habits. A fresh look is required of traditional targets as a result of changes in populations profiles due to aging, affluence and education."

In summary he adds, "Beginning next year, ACNielsen will track all ASTRO channels, have in place a fully on-line PeopleMeter panel by mid year and include AdEx for outdoor, which was last done in 1995."

ADOI now presents some highlights from his landmark presentation on this page.

Incidence of Viewing Cable/Satellite TV Yesterday

Adex Summary (yoy)

growth %

-57.7

Average Audience 15+ in the West Coast

+41.2 4.8 %

| q2'99 | q2'00

1995

1996

1997

1998

1999

ytd ji 2001

Mix

MyFM Cable ACNielsen Media Index

ACNielsen Adex Monitoring Service

Light

Satellite

Share of Transmission vs Share of Air Time Sold Year-to Jun 2000

All RTM Channels

other Private Channels

ACNielsen Radio Listenership Survey

Current Users of Internet

POSAD Trend

Share of Transmission Share of Air Time Sold

Shelf vision

+50.3 % Sound ad

Gondola

Base (mil) q200: 11.2 q299:11.0

Floor

Âť(mil)

1998

1999

2000

10.8

11.0

11.2

4000

5000

ACNielsen Media Index

ACNielsen Netwatch

ACNielsen TV Audience Measurement Service

Media Adex Share of Voice

Top 10 Categories Year-to Jun '00

Total Adex Projection I Jan-Jun

Televison

I Jul-Dec

Periodicals

RM2.5 bil

6 mths end 2000 RMI.4 bil ACNeilsen Adex Monitoring Service

ADOIMARKETINGCOMMUNICATIONS 21

B 48-year old British born Tony Kaye is not a normal film-maker by any stretch of the imagination. He will hijack your script, turn it on its head, do it the way you never expected, and deliver it to you with a smile and a song. And what do agency creative directors do in response?

They go back to him for more! The most controversial ad and feature film-maker in the world, Kaye is defined by the American media in two contrasting veins: One, a visionary artist and two, a reckless self-promoter. Fact is Tony Kaye is perhaps the most highly paid ad film-maker in the world, and whether you like him or not, you have to accept the man is talented, notwithstanding his electric personality. His list of clients includes HBO, Nike, Reebok, Volvo and Mercedes Benz. He has also directed the Hollywood blockbuster. American History X. Read this interview at your own peril!

What brings you to India?

I have come here for two things.

One, I am doing a TV commercial, and two, I am extremely fascinated with the culture of India. At the moment, I am making an independent film and I plan to shoot a sequence of it over here, later in the year. So, I decided to kill two birds with one shot!

What kind of a film is it going to he?

The film is called Lobby Lobster G-d and The Lake of Fire. It is the story of a man trying to succeed,

succeed in his own mind.

Incidentally, I am financing this film myself. This is because while I was making American History X, I had a terrible fight with the Hollywood studio system and I decided that I would have complete control over the next film I make.

Hence, the decision to put my own money in the film. However, since I did not have money to pay all at once, I am working in an organic way. I am going to shoot for about 20 days and then I am going to shoot commercials for about two weeks and put all that money back into this film.

How does India fit into this film?

Is it part of the main plot?

The movie is about life and death as well. And when you are exploring that, India is the place.

You don't work with a script in hand?

No, I write as I go along. But I do have a character in my mind. My method is very much like the way Charlie Chaplin used to make films; he'd start with a character and then build on it along the way.

But in advertising, you start with an approved storvboard.

That's not the way I work. I get an idea and then I execute it in a filmic way. An agency storyboard is not a script, it is just something to explain the idea to the client, a ticket to a journey rather than a roadmap.

What happens if a client rejects a film?

Well, that does happen, and in fact I am going through a situation with an American agency right now.

The agency did not brief me correctly, they tricked me into getting involved, did not warn me how middle-of-the-road their client was, and now the film is rejected and they aren't paying me. I am suing them.

And which agency is it?

The agency is a McCannErickson subsidiary based in New

York. The producer and writer of the agency were smoking a lot of hash during the making of the film.

This obviously was not conducive to their decision-making process. So they could not articulate to me what their client wanted. And I am using this as the main clause of my suit.

I am also sending out a thousand letters to McCann's clients in the US, telling them about the agency's people using narcotics at work.

I also think we need to cleanse the system of such people.

Do you attend meetings with clients, along with the agency?

No, I am never invited, though I would like to. Perhaps they feel that the director might steal their client!

Does your decision to finance the film yourself have anything to do with the fact that after American History X, you have been banned from Hollywood?

Well, I would certainly be banned for what I did, if I do it again. I could have directed another Hollywood film since I have been offered some. But I realised that I did not want to travel that road.

You know, I joined CDP as an art director in the beginning of my career so I could get to work on films, to learn the craft. And that's because in England, there is no real film industry and there are not enough studios where you can learn the craft. Now, when you make ad films, you are a puppet in the hands of a client or an ad agency, but a puppet for a very short period, a few days or a few weeks.

However, when you are making a full length feature film, you are giving in two or three years of your life to a project on something that is not really yours.

Hollywood works like a committee and a director is a puppet in their hands.

Incidentally, this film is going to be a very controversial one because it deals with the issue of abortions.

The character in the film kills and eats a lot of women because they have had an abortion. And the abortions are very graphically shown

It is said that you treated American History X as an ad film, approaching it as a new project every morning, and that was why the film lost its narrative style.

When you do TV commercials, which is how I have learnt film, you do not really understand your process as a film-maker.

Making a feature film is a wholly different exercise. By doing American History X, I learnt about my own film-making process and I discovered that it is exactly like my ad-making process! There is a sort of a structured improvisation involved. When I begin to shoot, I do not necessarily throw the structure away, but I improvise enormously upon it. As the director of American History X, I did not really tell the story in the conventional narrative way. The way I tell the story is through a character. In fact, all the commercials I have made have been character pieces. And quite a few directors try to imitate what I do and there are many of them around.

Some of them have done a lot of visually amazing things - but they have been unable to create a character.

Did you not have an eye on creating controversy during the making of American History X? Look, I am a marketing man, and there was a part of me that was doing that. It was a very calculated decision.

then I move on in a better way.

I know what I am doing, but it is very chaotic and for an outsider, it can be a very tricky ride.

You once greatest."

However, my first and foremost responsi­ bility was to the work itself. During the making of the film, I just was not allowed to do what I wanted to do with it. If I had had my own way, Edward Norton (the lead actor) would have definitely won an academy award, not just a nomination.

of an alter ego, which would give me some kind of strength.

Thus, I created the character of Pluto Warrior who was a spiritual warrior against evil. This character is all about self-reliance and about trusting yourself and your own ideas.

There was not a single other person in this fiveand-a-half-minute film.

Pluto Warrior was the only character in the film.

You think highly of a Cannes Lion?

I hate it. I find Cannes a fraudulent festival. People go there just to party. I wonder how anybody can have an advertising film festival without having any film-makers on the panel of the jury, which decides the awards.

Cannes is a fraud.

You are known to be very passionate about your work, so much so that you tend to get violent sometimes.

(Long, long pause.) I have never been violent with another living being. I have never been a very good fighter; I am learning how to fight now. I have never hurt anyone.

But I am a very temperamental person and I do get fits of anger.

And I take it out on inanimate objects. I once punched a wall, while I was making American History X and smashed my hand.

Let us talk about your other film, Pluto Warrior, which was just five and a half minutes. What were you trying to achieve through it?

Well, that's another very interesting story. I must admit you guys have done your homework.

Pluto Warrior was a character created by me, which helped me a lot during the period when I was having some serious personal problems. I had broken up with my wife, and was feeling very lost.

I needed someone and I realised that it would be good if I could create a character for myself, a sort

Tony, do awards mean anything to you?

Awards mean a hell of a lot to me because they mean that I have beaten others. •

What is your opinion of Steven Spielberg? •\ He is surely the most successful film-director on the planet, but I do not think his films are even going to be classified as great art. They would always be known more for how much they made at the box office. He has a phenomenal knack of being able to take artistry and give it a common touch. But the problem is his touch is a little bit too common. I think Spielberg, when he started out, was really on his way to something big, but he blew it along the way. For instance, I thought Schindler's List was a very boring film.

It picked up a number of academy awards.

But it is still a very boring film.

I mean you cannot take an Irish thug and turn him into a Polish industrialist. It does not work.

You are called the 'master of the art of hype'.

I have, over the year, learnt the concept of 'hype art'. A Vincent van Gogh painting, for example, would never have become so valued if he hadn't chopped his ear off and killed himself. Likewise, if I paint a picture of a cup, it may not have much value, but if I were to bash an old lady to death with it, and if there

were blood stains on the corner of the canvas, and a front page article in The Times talks about the incident, well, then it would be far more valuable. That's hype art.

Do you have any regrets in life?

If you had to live your life again, would you do so differently?

It is a very interesting question.

Whatever has happened in my life, could have only happened that way.

I make all my mistakes at one go. I then learn from all my mistakes and

said,

I

am

the

I, Tony Kaye, am the greatest living or dead director of motion pictures and sounds that has ever lived or will ever be. There will never be, in the lifetime of the world, anyone better than me.

Not even Alfred Hitcheock?

No. Hitchcock was nothing but a pawn in the process of creating me.

By Rita Midha, Anil Thakraney.

Article reproduced with kind permission from The Brief

Olympic McMadness and a poster with athlete Cathy Freeman that they went to court.

Ansett, having spent a fortune on aircraft headrests decorated in Olympic-themed colours and Ansett employees decked out with special Olympic pins, accused Qantas of'ambush tactics'. But they have now made up. (Golds each for Ansett and Qantas in the 'Lightweight behaving like big girls event'.)

Also in B&T more evidence of general Olympic loony goings on.

Bonds clothing has given the entire volunteer games workforce 198,310 polo shirts, 20,000 pairs of shorts, 35,000 T-shirts and 90,143 casual jackets. Holden has more than 3000 fleet vehicles on the road. HarleyDavidson supplied four specially designed police Road King motorcycles to transport police escorts with the relay, 60 motorcycles to be used during the Games to transport journalists' film for processing and, under sub­ contracts, 154 bicycles, 60 all-terrain vehicles, as well as scooters and offroad motorcycles. (Golds for them all for the 'Any-lengths branding exposure event')

But The BBC carries the real madness. They report that Pepsi is totally banned from the Olympics in deference to the main sponsor Coca-Cola.

Official shops will not accept non-Visa credit Cards and even a cafe inside the Olympic village had to stop selling its popular bacon and egg roll because of its similarity to the Egg McMuffin, sold by McDonald's, another official sponsor. Guards are actually searching people, not just for bombs or weapons, but also for nonofficial brands. (Sounds like the 1984 Olympics to me.) Well let's face it; companies like Coca-Cola, and Kodak, who between them have paid ÂŁ300m (almost RM 2 billion) don't want their investment cocked-up by a bunch of inconsiderate punters. So this year the big Olympics drama may just be 'brand terrorism'. I can foresee hundreds of well-trained guerillas sneaking into the stadiums with empty Coke outers wrapped around cans of Pepsi or Whoppers wrapped in Big Mac paper. And then just as the TV cameras scan them,

BBDO Wins Visa from Saatchi & Saatchi!

media business development strategies to Visa in July.

The agency responses were reviewed and tested. Following an assessment of the relative strengths and weaknesses in the servicing levels of the three agencies, BBDO was chosen in August as Visa AsiaPacific's new agency of record."

Jennifer Chan, CEO of BBDO Malaysia adds,"This is definitely a prestigious regional win for us. Visa

A 100-meter dash into the advertising press coverage of the Sydney OlympicsTwo days into the Olympics (as of writing) and the ad industry is scoring multiple Golds in the footshooting events. AdAge reports that Weiden Kennedy's new Nike ads on-air during the Olympic coverage, featuring runner Suzy Hamilton being chased by a physically inadequate chainsaw killer, with the theme 'You'll live longer', have been pulled by NBC. No reason given but I suspect that a pressure group felt it discriminated against chainsaw murderers stereotyping them as crazed homicidal maniacs and as physically unfit. A spokesman for NBC said, "This is typical. I have some very good friends who are crazed chainsaw wielding madmen and they are perfectly fit and healthy." (Gold to NBC in the 'Freestyle losing your bottle event'.)

In B&T from Australia they report that Ansett accused Qantas of infringing their exclusive rights for sponsorship. In fact Ansett got so upset about a couple of Qantas ads that featured an 'Olympic seat sale'

Saatchi & Saatchi has lost the multi-million dollar regional Visa account to BBDO and its media agency OMD. The account covers Asia-Pacific but excludes Australia and Japan, and its billings if one includes Australia and Japan, is said to be worth at least US$20 million.

The loss of the Visa is a blow to Saatchi because it is a major

worldwide brand name. The pitch was focused on strategic thinking and media, and input from both BBDO and OMD played a critical role in the victory.

Reportedly, Visa's regional director, brand management and marketing services Rob Hennin said, "Three agencies were invited in May to present strategic, creative,

suddenly exposing the Pepsi cans and the flame-broiled Whoppers and brandishing them like the Hizbollah and their M16s. Or small covert incursion groups entering onsite stores with huge amounts of small change carefully selecting $500 worth of souvenirs gifts, having it all rung up in the till and then paying inlO-cent coins. Ha! And if you think this is bad, wait 'til they set the German guards on you in 2004.

PS No medals awarded to the Olympic committee in the "Overall integrity event is undoubtedly a world-class brand and the opportunity to take it to the next level presents a great challenge to all of us. In fact, it will be a privilege to do so."

Kate Stephenson, MD of OMD South-East Asia adds, "Visa is a great win for BBDO and OMD across the region. Visa is a forward thinking and innovative client and we look forward to doing some exciting work with them.".

So this is what they happens when people dress up and get spaced out. These revealing pictures, taken at the MAA's recent AdBall which had a Space Invasion theme tell a bewildering tale of what lengths people will go to just to have a party. The picture on the right is the eager alien who won for Best Costume!

24 ADOIMARKETINGCOMMUNICATIONS

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This is not just a tv. This a promotional tool. And no one promotes brands on this media like we do. People will get to see your brand at the most unheard of places. Before they yawn. After a shower. Or anywhere else you can think of.

We call this thinking-out-of-the-box. You can do whatever you like, it's like having a tv station belong to you.

Find out how television will never be the same again. Call us at Brand Energy 03 255 1177

irand Energy is affiliated to Natseven TV Sdn. Bhd. (323221A)

AXN signs up Toyota for Eco-Challenge Toyota has signed-up as on-air international co-sponsor for the AXN broadcast of Eco-Challenge Sabah 2000, the world's most grueling expedition race.

AXN Asia's VP of Advertising Sales and Marketing, Ricky Ow, says that the sponsorship agreement was the first of its kind for AXN, and paved the way for future sponsorship deals between multi-national companies and AXN channels worldwide.

Eco-Challenge Sabah 2000, is expected to reach over 145 million homes around the world, including more than 27 million subscribers of AXN Asia,

AXN Japan, AXN Spain and AXN Latin America. Asia was represented by six teams, including the AXN-sponsored Team AXN Salomon EastWinds from Japan, two each from Hong Kong and Malaysia, and another from Singapore. Malaysia's Team 2020, a veteran of past Eco-Challenge races in Morocco and Patagonia, is also sponsored by Toyota.

Ricky adds, "AXN has boosted its 24-hour distribution to surpass 19 million households across Asia. This represents a growth of over 160% from the previous year. AXN is also seen on a day-part basis in 22 million households across China."

CNBC Tops Taxi Campaign CNBC Asia has won Best Campaign for Use of Taxi Advertising Award in MEDIA magazine's 2000 Asian Outdoor Advertising Awards. The 'weather vane' ad was given a Certificate and Honourable Mention while the 'Abacus' version ("Keeping Up With Today's Markets?") was a finalist in the most innovative use category. The ads were created by BBH Singapore.

"CNBC Asia offers the chance to use the news we deliver into moneymaking opportunities. That uniqueness was translated perfectly by this breakthrough campaign," said Miguel Bernas, CNBC Asia's GM for marketing and communications.

MEDIA is also organising the Asian Outdoor Advertising Seminar 2000 on Oct 25 in Singapore. For more details, contact Cathy on (65) 581 2492 or e-mail anchin@pacific.net.sg. After a dose of outdoor, you can catch the CCA awards the same night at The Ritz Carlton Singapore.

We'll take on any sports marketing challenge (even if it's 6' 5" and weighs 275 lbs) Asian TV rep • Exclusive Xlkh & • Top quality TV programming • • Sports events • Sponsorships • Athletes • Asia's first sports portal • Internet advertising •

Asia's leading independent sports marketing company and TV program distributor.

Wmm

totafsportsasia. com ,

Asia's first sports portal delivering global sports news from an Asian perspective.

Tel: 603-460 9611, Fax : 603-460 9622, E-mail: marcus@totalsportsasia.com,

URL : http://www.TotalSportsAsia.com *certain restrictions apply

Olympian effort by Leo Burnett KL

m v/ita - jj'irii OJjuipK'

Malaysian Airways, an official partner at the Sydney Olympics, cemented its role as the national flag carrier when it launched a touching new television commercial, asking

all Malaysians to rally their support behind Malaysia's Olympic athletes at the Games.

The two minute commercial, concept­ ualized by the award winning Leo Burnett creative team of Yasmin Ahmad and Tan Yew Leong, airs on all national channels and is aptly titled 'Little Fans.'

The story features the attempts

of two boys who are both ardent fans of the Malaysian hockey team, to raise enough money to travel to the Olympics. Like many young Malaysians, their only hope of raising funds is to do chores around the home and neighbourhood.

The commercial shows them gamely undertaking range of chores, which included giving their farther a back rub, helping a local planter pick coconuts, washing cars and

polishing shoes for their families.

With their money safely tied in a sarong, the boys ride the bus to the Kuala Lumpur International Airport, only to be told that they can not travel without passports.

Despair turns to joy when they meet their heroes, the Malaysian hockey team, on their way to the Olympics.

And the joy knows no bounds when the team presents them with their very own hockey sticks.

141Singapore - Only Asian in APMA Globes Finals Hot on the heels of their recent win of 3 gold awards at the inaugural Promotion Marketing Awards of Asia, 141 Singapore is the only BTL Agency from Asia to have reached the finals of the prestigious Association of Promotion Marketing Agencies Worldwide (APMA) Worldwide Awards - The Globes.

141 Singapore is truly on its way to making its mark on the world, competing in the finals of this highly regarded worldwide awards program that recognizes distinguished achievements in the promotions industry.

As The Globes truly represents "the best of the best", it is a great achievement for 141 Singapore, a subsidiary of Bates Singapore, to be competing in the same league against the best in the world.

According to Anthony Pounds, MD of 141 Singapore, "By reaching the finals of the Worldwide Globes, we have shown that BTL creatives originated in Asia can compete with the best from around the world. With the following winning entries in - "Best Use of Art Direction for Nokia 8850 Launch" and "Best Use of Photography

for Nokia 8210 Launch", Singapore is poised to possibly bring home gold, or at least silver or bronze awards.

APMA recently announced it will webcast the Globes Finals. "We are excited to share this great award show with those agencies and clients that could not be with us. This webcast will enable our industry to showoff the great body of work which has been

NOKIA

Nokia 88450 Mood Poster (Hando)

28 ADOIMARKETINGCOMMUNICATIONS

Nokia 8850 Lifestyle Poster (Man)

produced from around the world," says Graham Kemp, Chairman of The Globes event and President/CEO of The Marketing Store Worldwide.

The event is scheduled for Monday, October 16, 2000 at Turnberry Isle Resort and Club in Aventura, Florida. The premiere webcast of the Globes is slated for October 23rd at www.aspenmarketing.com and will be available for viewing on-demand for one month.

HOLD'S VOUR INTERNET RDUERTISING?

When building brands, finding staff, or improving sales, look no further than the printed word.

On paper. Why? Because advertising in magazines or press is measured. Accountable. And gives proven results. Find out how ADOI's 30,000 readers across Malaysia and Singapore can help, call Joyce or Doreen on (603) 7726 2588, Wyllyn or Joanne on (65) 297 2393.

Hallmark launches redesigned brand strategy Branded theme blocks, new positioning line, on-air graphics and signature music to support new branding.

HALLMARK NTERTAINMENT NETWORK

television experience relevant to their daily lives," said Andrew Brilliant, Executive Vice President/Deputy CEO for Crown Media International Inc., who own and operate the network.

"To reflect the core brand values expressed by our viewers in the research, we chose Celebrate Life as our new positioning line," commented Ms. Chris Moseley, Executive Vice President, Worldwide Marketing for Crown Media Holdings, Inc. "The viewers told us quite simply that our programming has helped them better understand their lives. The Hallmark brand is incredibly relevant to them and they value it above other entertainment channels because they can experience a sense of growth, have a better understanding of life and appreciate it all with new meaning."

"Our research provided us with the fundamental shared values of our viewership enabling us to provide our audience with a

"We are able to provide programming with unique value and to our viewers, operators and advertisers. Our new positioning clearly differentiates us from all other channels locally, regionally and globally. Hallmark Entertain­ ment Network is like no other channel within the entertainment arena."

Hallmark commissioned Lubin Lawrence, Inc. (LLI), a renowned global brand strategy development consulting firm which has worked with such clients as Microsoft, Unilever, and PepsiCo. And for the development of a new graphics package, unique musical signature, and new positioning for the network, PMcD Design, the internationally acclaimed design firm whose clients include TNT,

Having achieved significant penetration and awareness throughout Asia, Latin America, Europe, Africa and the Middle East, Hallmark Entertainment Network, recently announced that as part of its global business plan, the company will introduce a psychographic-based brand strategy which will reward the viewers with a fulfilling entertainment more experience. Based on extensive research with core viewers and operators, the company will implement a comprehensive marketing campaign to aggressively build equity in the brand. To that end, Hallmark has created a new brand package, which will include branded theme blocks, a new positioning line, on-air graphics and signature music.

Droga, Postaer, Rooke, Ziment & Chu

138

This year's Institute of Advertising Singapore (IAS) international advertising congress will focus on 'Creativity', creativity in all spheres from media planning, research to cutting edge advertising. And who

Dentsu takes charge Dentsu Inc. has announced the dissolution of joint venture agreements with Mandate Advertising International Pte. Ltd., with which it had formed two subsidiaries in Singapore and Malaysia - Dentsu Mandate Singapore Pte. Ltd. And Dentsu Mandate (Malaysia) Sdn Bhd. Dentsu, which previously held stakes of 65% and 58.5% in the respective subsidiaries, now owns 100% of both firms. Get it?

30 ADOIMARKETINGCOMMUNICATIONS

better to lead the pack than mega award-winning Executive Creative Director of Saatchi & Saatchi London, David Droga. Droga struck world fame in Singapore when he helped the local office become Ad Age's International Agency of the Year in 1998, winning 27 Cannes Lions, 16 One Show Pencils and 2 D&AD pencils. And since he started at Saatchi's London last year, the agency has won more new

business than the last eight years combined!

Also on the roster is Steffan Postaer, Executive CD of Leo Burnett Chicago, a highly reputed international award-winner and last year's judge at the One Show.

The star-studded field continues with Bruce Rooke Executive CD of JWT, USA, and Howard Ziment - MD of Ziment.

And finally, we have Sean Chu -

Judy Audino joins Team Saatchi as Creative Director.

An Australian-Italian citizen, Judy has an impressive educational background and working credentials.

Before joining Team Saatchi, she worked in several reputable creative agencies such as Clemenger BBDO and George Paterson Bates in Australia before moving to Singapore in 1997 to work

at Ad Grand as Associate Creative Director/Writer.

Judy has amassed many creative awards in Australia. Her passion for creative excellence and her vast experience and understanding of the local advertising business will be an asset to Team Saatchi. Team Saatchi is an independently run agency set up by Saatchi & Saatchi to handle

AMC, ESPN, and National Geographic, was retained to create and visually communicate the new network identity.

Additional creative support for the package was provided by Unconventional Wisdom, the copywriting house which provided Celebrate Life, the new positioning line for the network, and Elias Associates, a leading music production company which provided the network's new unique musical signature.

The network will take ownership of the redesigned brand over the course of a six month roll­ out beginning November 1 in Asia and Latin America, followed by a December launch in Czech Republic, Slovakia, Turkey, Greece and Central Europe. Throughout the first quarter of 2001, the redesigned brand will also launch in New Zealand, Australia and Japan, Eastern Europe, Israel, Middle East, Russia, South Africa and rounding out the launch will be Scandalux, Spain and Italy.

Director of International Advertising and Marketing for the Wall Street Journal.com.

The ever-bubbly and gorgeous Bettina Chua-Abdullah of CNBC's Storyboard fame will drive a panel discussion to round off the seminar followed by the presentation of Singapore's "Hall of Fame Awards".

The congress is on Oct 27 at Suntec City. For details, call the IAS on (65) 221 1666 or e-mail cmsedu@singnet.com.sg.

Way to go Pat, and stay well Connie. Keep up the good work! retail advertising and medium-size clients. The agency is headed by Fred Eng, previously Saatchi & Saatchi's Group Account Director.

Since commencing operations last November, the agency has enjoyed a winning streak. In less than nine months, the agency has won S$4 million worth of new businesses. Clients won include Tampines Mall, CalendarOne.com, Sony, Psion, Traffic Police's Triangular Warning Sign project, Singapore Computer Systems, Pinnz and IPACS.

Only a beer that's nurtured so tenderly can strike you with its lively passion. Starting with the finest of ingredients, it is brewed with care and patience until it blossoms into maturity. And it is specially crystal filtered as no other process can bring out its lively, distinctive taste.

Have a Carl's Reserve A

and feel the beat. And lose your heart to the unique character that lives within.

CARL'S

Lee Cheok Yew - yew de man!

How does it feel going from one giant to another, ie. COO of the Media Corporation of Singapore (MCS) to CEO of SPH MediaWorks?

I have worked 8 years in the newspaper industry before I went to broadcasting. In that sense it is a homecoming for me. On the other hand, I have come back to help start a whole new business area for the Group from scratch.

Lee Cheok Yew has been a name synonymous with Singapore's broadcasting industry for almost a decade. He master minded the expansion of the Television Corporation of Singapore (TCS) like a seasoned yachtsman, steering its destiny through thick and thin.

He started new television channels, a satellite channel, internet portals and even a movie company.

Interestingly, Cheok Yew who was a President's Scholar, has spent almost seven years in the newspaper business in an earlier life.

Today as head of SPH MediaWorks, he has been entrusted with taking the SPH Group into the broadcasting arena. One thing is for sure, they sure picked the right man for the job...

Your shift to SPH to head up their broadcast division was not expected. What made you move?

I left TCS in March after nine years. I was happy with the achievements of TCS but for most of 1999 I found there were a lot of things I could not do because of major changes in the direction of the company. I guess the lure of setting up a new company like MediaWorks was too much to resist.

Quite a few tv personalities from TCS have joined your team...

Our new TV channels - one in English and the other in Chinese will be mass entertainment channels. They will be launched in the middle of next year.

cit- goes neutral CIA Medianetwork has started the world's first Communications Channel Planning division (CCP). By presenting clients with a "channel neutral" approach to communications planning, one that spans the whole remit of possible consumer-brand connections, CCP will provide invaluable guidance for clients who demand positive synergies across their marketing activities and greater return on their investments.

Tempus buys in Japan The Tempus Group has acquired a majority stake of one of Japan's leading independent Market Research companies, International Creative Marketing (ICM).

Tokyo-based ICM has been operating as a leading Japanese provider of marketing insights for 20 years and has built a strong reputation for

32 ADOIMARKETINGCOMMUNICATIONS

We have some very talented personalities join us and they will be working alongside new faces that we are currently talent-scouting and grooming for our new channels.

After helping TCS win Asia's Television Broadcaster of the Year 4 years running it will be a tough act to follow. Any secrets up your sleeve?

There are no secrets. The key is to find and motivate a group of talented people to do the things that they like. It is easier said than done. have set a vision We for MediaWorks that is based on the belief that each of us can make a difference in peoples' lives. A lot of people never use their talents and go through life without the courage to do anything of value. We will encourage them to make that leap.

Some quarters suggest that you did such a good job at TCS, you made yourself redundant.

I take that as a compliment.

What I did at TCS was to try to put in place a clear vision supported by an open and trusting corporate culture. It was not something that could be done overnight. However, if may add, it is also something that you could destroy very quickly.

Now that you are 'on the other side of the fence' ie. competing

with TCS, you'll probably know their batdeplan or the way they think...

Time will tell whether MediaWorks succeeds, but knowing the competition helps at least in the short-run.

Who are your competitors?

The real competition for MediaWorks will really come from other new players who have new technology and new business models that redefine the media and entertainment business. It will come increasingly from regional and international players.

What are the new paradigms in broadcasting you will be looking at with the advent of broadband?

We have to look at creating and branding content and services across multiple platforms, both from the conceptual stage as well as in the final delivery.

Remember, this has to achieved in an environment that's already flooded with choices, customers with short attention span seeking instant gratification.

Where do you see yourself in two years time?

I give myself 10 years to build MediaWorks into a lasting legacy for the next generation.

CIA's Communications Channel Planning process is based upon consumer insight and has innovative mechanisms for generating differentiated and positive 'consumer meeting points', which in turn dictate channel priority, tasks and objectives. This allows each channel to deliver greater consumer and marketplace impact as each element is required to contribute to, and be supported by every other - thereby weeding out inconsistency and inefficiency.

It utilises proprietary tools, systems and processes devised using the combined expertise of CIA Medianetwork and the Added Value Group strategic marketing consultancy, who are sister agencies within the Tempus Group. delivering both quantitative and qualitative research to Japan's leading marketing organizations. ICM 's long-standing blue-chip clients include Coca-Cola, Nippon Lever, Kirin and Nike. Employing over 75 staff and with significant revenues, ICM are ranked 7th in the massive Japanese market.

Mark Austin, Regional Managing Director of the Tempus-owned CIA Asia Pacific says. "The Japanese market is a notoriously difficult market for foreign companies to penetrate and with ICM, we are most fortunate to have found strong, visionary partners with whom we will build the Tempus brands in the world's second largest economy."

JEN STUDIO TEL : 03-77286227 FAX : 03-77277005 EMAIL : jensiow@pc.jaring.my

NEW WEB SITE

PHASE ONE DIGnAL CAMERA BACK

http://www.jenstudio.com

Cheers and all ears for DDB Singapore!

On Air

Montage Magazine.

72 pages. A million home ideas.

Agency: DDB Singapore Client: Montage Copywriter: Kok Hong, Phua Art Director: Thomas Law

Agency: DDB Singapore Client: Yes 93.3 im Copywriter: Jury Gregorio Art Director: Leong Wai Foong

DraftWorldwide launches Zone 1511

DraftWorldwide Singapore's new campaign for IDD service portal, Zone 1511 broke recently in the Lion City in newspapers, outdoor and below the line. A follow up TV campaign follows. The account was won in a pitch against two of Singapore's Top 10 mainstream agencies, and hot on their heels of the opening of their office in late July.

Regional Director of Corporate Development for DraftWorldwide Greg Paull says, "This campaign is a testament to the spirit of the new team in our Singapore office, our alliance partners - and a client bold enough to break with convention and give us a chance to prove ourselves. Their product concept got us quite excited - they have the potential to be a real 'category killer' and take on the big boys, Singtel and Starhub." Zone 1511 is the new agency's first of three new wins in Singapore. The Hong Kong based IDD player is unique in the cluttered market as it aggregates together 10-15 IDD operators, and allows its users to choose from this group to achieve the lowest, most efficient rates everytime they make a call.

The campaign uses DraftWorldwide's created slogan Take Control of IDD with just one number and shows real scenarios and real people dealing with the challenge of making the best possible IDD call.

34 ADOIMARKETINGCOMMUNICATIONS

'We were able to integrate all materials together to achieve a common look and feel and message - TV, print, buses, welcome kits, a revamp of their website (www.zonel511.com.sg) and all printed partner communications.

Most traditional agencies can't deliver all this, and certainly not in the timeframe that we did" added Greg.

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ftfterall. 1511brings tbemall together perfectly tor us.

ftfterall. 1511automatically connects me te fee best rate available.

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We redefined the Rat Race on Sept 19, 2000.

We made history by being the first in Malaysia ... possibly in Asia!

Other cities such as New York, Sydney and Rotterdam already have their annual rat race.

Organised by The Sun & The Edge, and hosted by KLSE, our version saw 195 high flyers from 32 corporations, clad in their working attire, charging through the streets of Kuala Lumpur in high spirit of sportsmanship and charity.

A total of RM354,000 was raised - the beneficiary this year, the Malaysian Paediatric Foundation.

All in all, it was a unique, memorable and fun-filled event that fostered the spirit of goodwill and togetherness for corporate Malaysia.

It was definitely a Rat Race redefined.

Siln &THEI

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Daily reading should never be the same.

Leo Burnett dominate the Hong Kong 4A's Creative Awards with 32 wins!

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Title: "Hawker" Words on Cart: Soya-bean milk.com

Title: "Drainer" Words on Wall: Plumbin.com. No scaffolding needed. Drain Master..

Leo Burnett Hong Kong/China celebrates winning the most awards at the Hong Kong 4A's Creative Awards held last month. The agency won a staggering 32 awards, which included six of each gold, silver and bronze.

McDonald's "Breathing Class" picked up gold in both the Retailer TV category and for Best direction. The TVC also won a silver for Editing and a bronze for Cinematography. McDonald's also won a silver in the Poster division. The P&G poster 'Brush" for Rejoice won a gold in the Single Poster catorgery and a bronze for art direction.

The print campaign, "Hooker/Hawker/Drainer/Pawnshop" for the Sing Tao Daily received a gold, as did "Stuck" for Creative use of Media.

Amongst other awards were two silvers, a bronze and a merit in Direct Marketing for Rejoice, JNF yellow chicken, and SKI 1 (see left) respectively.

Title: "Pawnshop" Words on Neon Sign: Pawn.com

Title: "Hooker" Words on Neon Sign: Hooker.com

Bodycopy for series of ads: When the market is flooded with dot.coms. read the financial page in Sing Tao Daily to make sure vou invest in the right one.

Category: Best Print Campaign Advertiser: Sing Tao Daily Product/Service: Financial Page Creative Directors: Eddie Booth/Milker Ho Writer: Milker Ho Art Director: Michael Yuen Client Service: Eric Lee/Jessica Chan Photographer: Michael Yuen

D> Malaysia wins!

Jooze.com goes ORANJE A new creative services outsourcing portal, www.Jooze.com, has been launched with a competition to find the world's best Macromedia Flash animators. Jooze (pronounced as "Juice"), has partnered with renowned Web software company Macromedia to stage the Oranje Awards - a worldwide search for gifted Macromedia Flash animators who are bringing a fusion of animation, sound and interactivity to the World Wide Web. Created to cater to the outsourcing needs of businesses requiring the services of creative vendors, Jooze is the Asia Pacific region's premier online resource for the creative community. It provides a project exchange and marketplace for SMEs, creative vendors, SOHO ("Small Home Office") and independent professionals in graphic design, photography, writing, animation, audio and video production, web design and print production.

The ORANJE Awards invites web communicators to create e-marketing based on a given theme. The awards aim to bring advertising on the Internet to a higher level of experience by honouring creative talents who produce world-class ads using a fusion of animation, sound and interactivity. There are over US$7,000 worth of cash and prizes.

At the recent New York Festivals Awards Print competition, DYR Malaysia swept the Grand Award for Best Design, and Gold World Medal for the Malaysian Association for the Blind campaign titled 'The Dots of Communication'.

36 ADOIMARKETINGCOMMUNICATIONS

"The event is an excellent platform to showcase talents from all over the world. We hope to encourage and raise the standards of e-marketing through the use of animation and interactive technology," says Ho Chaw Ming, CEO of Jooze. Closing date of entries is Oct 23.

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Mark every page.

Insightful. In-depth. Indispensable. Audited.That's why we're Number One. To advertise in the best-selling business and investment weekly in Malaysia call 603-460 3838 or fax 603-460 8563.

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MEMBER AUDIT BUREAU OF CIRCULATION (MALAYSIA)

THEl MALAYSIA'S BUSINESS & INVESTMENT WEEKLY

(The Edge Communications Sdn Bhd • 266980 - x)

www.theedge.com.my

Leo Burnett KL steals this page Here's selection of creative work done by the Leo Burnett KL for you to feast your eyes on. First off are four Ceicom GSM TVCs folowed by other stuff...

The first TVC entitled 'Weightlifter' features a skinny man who becomes frustrated as he struggles to lift free heavy weights but is overcome with joy when his Ceicom mobile phone rings informing him that his stock investments have gone up.

The second TVC, 'Dentures' features a man who has forgotten to put his dentures in. Obviously, he speaks in a manner that is not understood, the

e-mail function on the phone then flashes up! Demonstrating the phones emailing capabilities.

The third TVC, 'Car' exemplifies another function of the phone, a built in mobile phone directory. When a man discovers that his tyres have been stolen, although frustrated, he realises he is not stranded as his phone has a built in directory.

The final TVC entitled 'Watching TV', allows for the user to avoid watching torturous television as the user is able to tune into the latest CNN news on their Ceicom mobile phone.

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Creatives: Zaidi Awang and Iska Hashim Producer: Karen D' Silva Director: Khun Tom Production House: Axis Films

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Client: Kellogg's Title: Kellogg's Ring Squirt TVC Product: Ring Squirt Promotion Brand Servicing: Charles Cadell, Connie Joseph and David Mitchell Art Director: Cheong Marn Hin Copywriter: Paul Prabakhar Creative Directors: Yasmin Ahmad, Zaidi Awang and Iska Hashim Film Director: Yasmin Ahmad Agency Producer: Hazel Fernandez Producer: Sheen Singh Production House: Axis Films

Client: Procter & Gamble Title: Rejoice Sinkboy Relentless Pursuit Campaign Product: Rejoice Sinkboy Relentless Pursuit Campaign Brand Servicing: Lau Su Lin Art Director: Yoong Seow Fong Copywriter: Paul Prabakhar and John Wilson Creative Directors: Yasmin Ahmad and Ali Mohamed Film Director: Wei Agency Producer: Karen de Silva Producer: Dev Singh Production House: B&W Films

Tide: Trees Recycling Poster Campaign Client: Malaysian Nature Society Creatives: Zaidi Awang, Mohd Taquddin and Iska Hashim Photography: Barney Studios

38 ADOIMARKETINGCOMMUNICATIONS

Client: Ceicom GSM Creatives: Zaidi Awang & Iska Hashim Brand Servicing: Marzuin Zin Photography: Barney Studios

Green Concert 2000 Poster Campaign Client: Malaysian Nature Society Creatives: Eaide Jasli, Christie Herman and Iska Hashim Photography: Barney Studios

Featuring 2 Keynote addresses by Barry Diller, Chairman & CEO, USA Networks

Manuel Pangilinan, President & CEO, The Philippine Long Distance Telephone Company

Asia's ONLY media show that addresses both new and established media The Impact of Transformational Technologies on Media and Communications Businesses!

CASBAA Strategic Forum

A fully integrated TV event broadcast live from the exhibition floor in a chat show format. Distributed live via satellite and cable across Asia.

Key issues at the CASBAA2000 Convention include: • Surge of new media in the broadcasting arena • Delivery of multimedia applications & e-Commerce services on broadband • Webcasting and video streaming • Digital terrestrial TV • DTH broadcasting • Interactive TV • Video and software piracy

Make a hit on www.casbaa2000.com for the full programme.

15-17 November 2000, Singapore Expo • Singapore

Official Media Partner:

Organised by:

terrapins

ASIAatWORLD Lead Sponsors:

Supporting Organisations:

Supporting Publication:

Will] Co Sponsors:

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KCTA

SIMPLY THE BEST

Expect something different

<£>ts*rf>Channel

CONFERENCE

EXHIBITION • I wish to reserve Exhibition Space • Shell Scheme: m2 (US$390/m2) • Space Only: m2 (US$350/m2) Qj Please contact me to discuss Exhibition opportunities.

• I wish to visit the Exhibition. Please send me FREE Exhibition tickets.

• I would like attend the conference. Please register me for the two day conference.

CASBAA Members SGD1,895 Non-CASBAA Members SGD2,095 MEMBERSHIP • I would like to join CASBAA as a Member. Please contact me.

SPONSORSHIP

• I would like to discuss sponsorship opportunities. Please contact me.

Name: _ Company: _

Designation: _ Address:

_ Country: _

_ Postcode: _

Email:.

_ Website:.

Please return completed form to Katherine Quek at Terrapinn Pte Ltd. Tel: +65 3222 729 Fax: +65 226 3264 Email: katherine.quek@terrapinn.com www.casbaa2000.com

Saatchi & Saatchi New York and Nestle Switzerland commissioned animation and design production house Frames Prodcution Malaysia to execute this 30 seconds fully animated TVC. It combines the technology of 2D cell animation with moving 3D animated background and camera moves.

Designed for Europe, South America and Asia, it marks a production milestone as it recognises Malaysia's creative industry as of world standard.

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Client: Nestle, Switzerland Agency: Saatchi & Saatchi New York Production House: Frames Production Sdn Bhd Creative Director: Jacques Dufour Senior Producer: Liz Mistriel Production House Producer: Zora Gabrovsek Storyboard Artist: Mike Smith, Acme Filmworks, Los Angeles Technical Director: Pierre Nayagam, Frames Production, Malaysia Audio House: ImagineX Malaysia Head of 2d animation: Rafael S. Tajanlangit Chief Animator: Firdinand Cordero Chief Designer: Cynthia Lee Senior 3d Animator: Jong Kiam Soon 3d Animators: Norman Mohamad, Emily Fong Compositing Artist: Lai Koon Meng

Lennart Bengtsson, MD of ACNielsen Malaysia and Singapore

"Built-to-Last Global Awards".

Lennart's outstanding contribution

despite the economic downturn. He also provided leadership that

was recently awarded ACNielsen's Chairman's Award for Excellence,

in 1999 for successfully implementing a turnaround in

contributed to a positive Business Effectiveness Survey (BES) of 79%

which is the highest pinnacle in ACNielsen's award programme - the

Malaysia drove revenue and profit growth and improved margins

- a benchmark to measure employee satisfaction.

new

Executive Creative Director in Steinar Borge (34).

Borge is an award winning creative of Norwegian origin, and is working on clients like Nokia, Heineken and Singapore Airlines.

40 ADOIMARKETINGCOMMUNICATIONS

Left - Nicholas L Trivisonno (Chairman and CEO, ACNielsen

JWT Connects with consumers in Malaysia Direct (now known as OgilvyOne) in 1987. The industry was small but seen as nascent there was a lot of growth and a lot of people touted it as the media of tomorrow. I got my break with Lintas when I joined their start up team to head their Direct Marketing office in Bombay.

This October, J Walter Thompson sets out to take on the world of relationship marketing with the launch of Thompson Connect.

Salim Khubchandani, brings a Bombay blast to J Walter Thompson's newest offering. ADOI talks to him about his views on the where's, why's and how's of relationship marketing and what he sees in the future of Thompson Connect.

Tell us a little bit about your background.

I've had about 16 years in the industry having made a start in Phillips in India. From there, I moved to the Sheraton chain of hotels in India - and after that I moved into Direct Marketing with Lintas.

Why did you make the move to relationship marketing?

A bit of history first. Direct Marketing really happened in India when O&M came in with O&M

Where do you see the Malaysian DM market?

The market here is where the Indian market was about 6 to 8 years ago. Its past the initial stages - but there is a lot of education to be done. The fact is, until the client tastes blood he doesn't know what relationship marketing can do for him. Multinational clients though are more receptive - especially if the person you are dealing with has had a positive experience of DM. There is a perception that DM is the poor relation of advertising.

The "country cousin" syndrome is not new. The key difference between here and the Indian market is that at the time when DM started taking off in India we were at the start of our liberalisation process. We didn't have the big brands in the early 90's like you have here. But the good thing is, you have the multinational brands here. There is a fair amount of relationship marketing done by them in other parts of the world and they have learnt from this. So they will be more willing to use relationship marketing.

What is the single biggest impediment to relationship marketing?

Without a good database, nothing can happen. A good database is the building block of any relationship marketing programme.

The quality of databases is developing as we go along. In the early years in India there was a lot of renting of databases but there is really no substitute for a client developed database. Most clients themselves own a database that can be used very effectively.

What made you decide to come to Malaysia to set up Thompson Connect?

To be honest I knew little about the state of the market here in Malaysia before I got here. But it would not have changed my decision in any case. I seem to be one of those "start-up guys". I have done it four times before, and there is a challenge in starting something new that I enjoy. What I did see which was key, was that I was joining a reputable agency. In India, Thompson is the largest advertising and relationship marketing agency.

I see that potential here too.

ThompsonConnect

Worldwide

like the Day One, the Planning Cycle. The good thing is that these are not just systems that sit in text­ books. They are in everyday active use. Followed almost like a bible.

We also make the client a part of the process, by involving them in the thinking process. That's good too.

How do you see the future of Thompson Connect?

Relationship marketing is not new to J Walter Thompson. It's a part of what has been offered for some time to our clients. By launching Thompson Connect what we are saying is that we think the time has come for the direct marketing side of the business to really take off. We at Thompson are prepared to put our resources behind this service and go for it in an aggressive way. We've got very supportive clients who are interested in what direct marketing can bring them. We've got the right systems, and the right support.

I am confident.

What is your measure of success?

What would you say about your experience of J Walter Thompson in the short time you have been there?

There are a lot of systems in place here. Like the Thompson Total Branding Tools (TTB). Ideas

I will know I have succeeded when Thompson Connect has a different address, its own staff and its own accounts.

Then I will say Thompson Connect can stand on its own two feet. That will be success.

Look who's takingM1for a ride?

DDB Singapore has put a spin on Mi's advertising for its M Card with the creative use of Singapore Bus

Service's fleet of buses. Featuring a spacey car which is drawn 'riding' on the bus' wheels, the ad drives home

the line 'Get in the fast lane, Get the M card'. Another thing - you've all heard about readership, but SBS

talks about ridership - 2.5 million passenger trips a day!

ADOIMARKETINGCOMMUNICATIONS 41

Another Olympics Freak? *v

We've seen it before, one sport takes dominance on television and everybody's doing it. He's a freak all right, but it's got nothing to do with cycling. He's freaked out about his Professional Advertising Diploma. He doesn't trust the public transport, so he's taken matters into his own hands.

Every morning, he wakes up to 8 long kilometres, 25 tiring minutes, and finally a flight of 175 steps just to get a load of this: heavyweights from the ad industry sharing their bag of tricks and imparting priceless knowledge.

He is in training - for his future together with 13 other fellow class mates.

Training to shine in advertising someday. Sledgehammer School of Communication Studies has only 30 bicycle parking bays. Our school may have not won an Olympic Gold but we're getting there. Thirty hand-picked students are in training all year round. Popular newspaper columnist Nadeswaran once called us Malaysia's Oxford of Advertising. Less is more.

-

Institut Sledgehammer full-time advertising students run riot at Ogilvy Malaysia during their recent full-day tour of Ogilvy Advertising, OgilvyOne, Mindshare and Ogilvy PR Worldwide. Ogilvy's star suit Raymond Khor (centre left and in glasses) decides to join in after making a full-hour presentation to the students. Malaysia's Olympic cycling hope is lying on the floor and holding up his international passport just in case he gets held up at KLIA!

Look ma, no wires - Motorola WAP

McCann-Erickson, in a streetwise collaboration world's leading Out of Home advertising specialist JCDecaux conducted a two-phase advertising campaign for client Motorola. Using JCDecaux's Island Light Network of 146 panels with 292 posters across Singapore, a campaign first for Singapore. It started with a teaser ad wrapped in wires for 2 weeks and in the third week the wires were cut off to reveal Motorola's WAP phone with the puncher "web without wires".

42 ADOIMARKETINGCOMMUNICATIONS

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Servicing clients in over 100 countries, we can put a lot of weight behind any research task with our comprehensive range of media services in 13 countries across the region.

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To make sure you're on top of your competitors, call us at 03-76263878 or 03-76263874.email:acnm'sia@acnielsen.com.my IV"" ' '•

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