Adoi Malaysia 2004 August Issue

M* XAYSi&JS #1 ADVERTISING AND to,

TIONS MONTHLY

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PAUL CORRIGAN CEO OF STARCOM MEDIAVEST GROUP SDN. BHD.

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Editor's Note HOW TO BECOME AN AD STAR IN 24 HOURS innocence coses *t *f8

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THAT was the writing on the wall when 10 young writerart director teams from leading agencies across the industry gathered to take on the Malaysian Creative Circle (MC2) Awards Young Guns challenge.

20 hungry creative minds bent on making their mark. They had less than 3 years working experience in advertising, and one team was barely a few months in the business!

Nevertheless, the atmosphere was nothing short of competitive. Conducted in true Cannes-style, Young Guns Chairman Chris Howden read out the brief on the stroke of 12 noon on July 24 sparking the scramble to beat the clock amongst the eager and hungry ensemble.

Held in a previously undisclosed location, housed above three 24-hour restaurants, the teams ploughed immedi­ ately into their task: to develop a print campaign of three ads to support the anti-corruption drive which our gov­ ernment has been so staunched on eradicating. Leaving no stone unturned, the teams worked feverishly through the night trying to beat the clock in their race to shine amongst their peers and more importantly to receive an

accolade from the most celebrated jury ever assembled on Malaysian soil: David Droga, Piyush Pandey, Jureeporn Thaidumrong, David Guerrero, Jimmy Lam, Norman Tan, Yasmin Ahmad, and more.

This would be their passport to fame and nothing was going to stop them. Their tools? 15 Apple worksta­ tions. a couple of scanners and printers, a high-speed internet hookup to Corbis' library of images from their website via an exclusive 24-hour password access and studio materials.

But their most valuable tool was obvious to all: it was in their heads. These dedicated souls will witness their day of reckoning come September 3rd at 7pm, Securities Commission Auditorium, Bukit Kiara.

My thanks to Corbis, Saito Academy and Chris How­ den. Together, we you've created another first for the Malaysian ad industry!

Respectfully,

Psst, no matter what anyone tells you, even an oaf can notice the MIM has gone to the dogs; it's a free for all out there. So much was enforcement of rulings.

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HIGHLIGHTS

REGIONAL PUBLISHER Harmandar Singh aka Ham hamC; jp.jaring.my CONTRIBUTORS Dean Johns Kurt Crocker Ryan Barton ART DIRECTION/ DESIGN TM Ali Basir a.r^ham.com.my ArHafiz ©Faisal amiiu,^,.jm.com.my

12 Kurt Crocker: "I'm the head a CRM agency" 18 Ryan Barton: The price of freedom 14 Dean Johns: Cre8ivity DISTRIBUTION Five E-Comm Sdn Bhd

ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, • * 4,.

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issue

SPECIALS 08 Chill Out this summer with cartoon network 10 Malaysian Creative Circle Awards goes world-class!

14 Guinness believes in you 16 Adex to hit RM 4.3 billion 20 TV1 Reload, relaunch 22 This is no hot AIR! 26 TV3 Sure Heboh Sure Win! 30 Landmark victory for Malaysia in Cannes!

34 What a blast!

38 Who can stop Kien?

40 Newspaper tabloid wars set to flare EXCLUSIVE INTERVIEWS 04 All you wanted to know about the media scene today

Member of

© All rights reserved by Sledgehammer Communications (M) 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.

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aDOIMARKETINGCOMMUNICATIONS 3

CoverStory

All you wanted to kno\

media scene •BY THE HAMMER

"Frankly, a lot of the data and research we used to depend upon is no longer sufficient for the complexities of today. It's great that we know how many people watch a certain TV channel or read a particular paper but we need to understand far more beyond that"

CANNES Jury President Piyush Pandey once said the best things in life happen in bars. Here's an excellent example....

Paul got into media by accident when a stag weekend of guys from a London advertising agency came into the bar he was running in Wales.

He thought they seemed as if they enjoyed their jobs, so he put in his notice and went to work with one of them. That was over 15 years ago and his impromptu decision has taken him from full service advertising agency to media independent and from London to KL via Bangkok and Manila. He has made Malaysia home for the past 4 years and as CEO of Starcom Mediavest Group (SMG) Sdn. Bhd. has seen the operation he handles triple in size to handle over RM200 million in client billings and employ over 50 media professionals. Paul is also active in local industry bodies as Chairman of the ABC Print Audit Committee and Secretary of the Media Specialists Association.

How does the Malaysian media scene differ most greatly from that in other markets?

There are two obvious differences. One of which makes it more complex and the other one makes it more fun!

Firstly, the racial diversity Malaysia means that media planners are rarely delivering just one plan as in most other markets but are having to keep an eye on two or three sub-plans within the overall delivery. (It still surprises me, cost not withstanding, that individual campaigns do not have more cre­ ative variations to reflect this!)

Secondly, the fact that the print medium seems to have a revenue generating and business per­ formance advantage over other media. This in turn presents great media opportunities elsewhere as electronic media are prepared to really push the boat out in pursuit of any monies that might other­ wise be headed to print. Some of the truly innova­ tive work that can be done now in conjunction with

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TV and radio stations here is the envy of many agencies and clients abroad.

Why does the print industry outperform TV in terms of advertising revenue here?

There are a couple of obvious reasons that con­ tribute to this. Clearly the Made In Malaysia regula­ tion has restricted some advertisers from being able to afford the 'buy-in' cost of producing good television work. Beyond this, there is also the need for retail advertisers to produce multi copy versions that are exposed relatively little. To a certain extent this is now being circumscribed by the efforts being made by major TV stations to provide cre­ ative solutions for potential clients that may include low cost or free production work.

Also, in a multi ethnic society where individual TV stations were having to cater to several dis­ parate audience groups, it has been easier for print titles to build a closer, dedicated relationship with readers that advertisers value. As multi channel homes become the norm rather than the exception, it is quite probable that this dynamic will change and that both viewers and advertisers will identify channels that they value.

What makes for great, innovative media work?

It wasn't too long ago that the role of media spe­ cialists - or, in those days, media departments - was far more straightforward. Prior to multi-channel homes, the internet, wireless telephony, specialist magazines and so on, the consumer had little choice as to where to access information or enter­ tainment. Consequently, the media planner's job was simply to identify where his broad audience spent most time and how often he wanted his mes­ sage to be exposed there. For the media buyer, it was a question of simply delivering that level of exposure as cheaply as possible. Today's world is much more complex and set to get even more so.

Frankly, a lot of the data and research we used

to depend upon is no longer sufficient for the complexities of today. It's great that we know how many people watch a certain TV channel or read a particular jmWM paper but we need to underS stand far more beyond that. * jil How do they react to meJHHPJHH ssages therein? Do j they take more a message to them a oneto-one manthey on a more impactful than being exposed to a TVC? If they can experience a brand closer to the point of purchase, is that more valuable than having a prime site in Tues­ day's newspaper? And so on and so forth.

There's no real shortcut to unearthing these insights other than investing in research. At Starcorn Mediavest Group, we're currently undertaking a survey of 2,400 individuals entitled Media Path­ ways to try and uncover some of these secrets.

Hopefully, once ourselves and our research com­ pany have waded through all the questionnaires and diaries, we'll be well armed with enough insights to address any issues from where young women make purchase decisions on shampoo, to whether older men get overly annoyed at the overcommercialization of their televised sport, to what the passions of today's teenagers are.

Once a good planner is armed with these insights, the challenge is to deliver the commercial message in as innovative and impactful a way as possible. Again, there is always a role for the 30secs TVC or print ad. and traditional measure­ ments of reach and frequency, but we strongly believe that the media consumer will take more out

W

of a message if if it is delivered in as relevant a context as possible.

For example, Nokia's me­ dia work around its audi­ ence's passion for movies and Celcom's investment behind soccer media have been great examples of capi­ talizing on specific passions that worked because they were not obsessed with just media numbers. In cases such as these, media helps to build a real and effective con­ nection between the brand and consumer.

So how should clients measure the effectiveness of their media communica­ tions?

It's imperative that objectives are clearly stated at the outset of any campaign. All too often both client and agency sit around after a campaign try­ ing to decide if it worked or not without having real­ ly set out any clearly defined parameters.

These objectives should always be business or brand based and not just mediaSpl based (i.e. how many GRPs, how much discount, etc). It may be to generate a cer­ tain level of trial or increased sales which tend to be easier to measure or it may be a 'softer' objec­ tive such as building awareness or changing brand perceptions. In these cases, there normally needs to be investment made to understand such shifts in attitude. Awareness tracking studies or brand equity surveys are invaluable here. Increasingly, more clients such as P&G and Malaysia Airlines are making these research investments in order to understand how their marketing/ media monies are affecting the brand

CoverStory

performance. Unfortunately, across the industry as a whole, one truism remains: we tend to spend too much money on advertising and media and not enough on understanding its effectiveness.

been significant. Whilst it's establishment was an overdue acknowledgement of how media special­ ists have come to the fore in the industry over recent years, it was significant that it was wel­ comed by all the established industry bodies as well, from the 4As through the 2As and the various media owner organizations. Hopefully this bodes well in terms of there being widespread support to further improve the levels of accountability and pro­ fessionalism both within media agencies and the industry as a whole.

How does the relationship work between creative agency and media specialist?

Better in some cases than in others! Seriously, there's a fundamental change in the way the indus­ try should be working now compared to ten years ago. As mentioned above, the lack of choice in where to place messages previously meant there In terms of remuneration, how should was little dispute over which were the best contact media agencies be rewarded? points to use to deliver campaigns. Consequently, Sometimes as an industry, we're not very good the client used to brief creative first and media at explaining why the commission system is out­ tended to come into the process later and, dated. To put it very simply, it encourages lazy plan­ arguably, it made little difference.

Today, however, the choice of poten­ tial outlets available to deliver that mes­ sage have multiplied dramatically and ... The our understanding of the opportunities of secret is how relationships can be built have also agreeing at developed to the point that brands can be delivered across platforms at any the outset time of the day or any stage of the brand the exact -customer relationship. As a result, me­ work scope dia planners - or, to use a more appropr­ that should iate expression, channel planners - need be covered to come into the communication mix pr­ by such ocess at the very beginning. For exam­ ple, the creative agency may come up a fee... with a brilliant idea for a TV commercial and print a. but if the media guy knows that the target audience is permanently armed with the remote control zapper to pay attention to TV ads or have esche­ wed newspapers for the internet, what's the point? Similarly, if media planners come back with a contact plan totally based on beer coasters, ATM receipts and cinema tickets what's the chance of communicating anything worthwhile?

The best campaigns have both cre­ ative and media involved closely with one another at the outset. If they can both keep the client's objec­ tives in mind than both should provide a calming influence for the more outra­ ning: it's easier to spend the whole budget over a geous ideas tabled! few phone calls with a few major media owners than it is to lots more leg work with all the potential Have clients truly embraced the separa­ contact points that are now out there. Putting it tion of media from creative in their deal­ bluntly, why do more work when the total commis­ ings with agencies? sion is going to be the same?

I think, largely, yes. Even in the few years that I It can also encourage inefficiencies in buying. have been here, I've noticed a massive shift in the Where is the motivation for an agency to negotiate acknowledgement of media as a separate disci­ the lowest possible cost if that agency's income is pline from the creative process. If one looks at the also subsequently going to be lower? There is also number of creative and media pitches that are the issue of how to deal with 'new' contact points being carried out separately today compared to a that do not operate a traditional commission sys­ few years ago, it seems obvious that most clients tem such as some ambient media opportunities or have embraced the freedom to choose the creative many online marketing possibilities? Or, at the other partner and media partner that best suits their extreme, media vendors who offer incremental needs. About 75% of our current client list is differ­ commissions to attract business? ent from that of our previous sister company, Leo And one of the more obvious reasons for doing Burnett, which is confirmation of this. away with it: it is fundamentally unfair. We all know On an industry level, the recent formation of the that an account billing ten times as much as a Media Specialists Association of Malaysia has also

a aDOIMARKETINGCOMMUNICATIONS

smaller account very rarely requires ten times as much work. So why should such a good client be penalized by paying ten times as much for our services?

With a fee based system, the client should feel confident that he is getting the best, impartial advice and the best possible buying performance.

The secret is agreeing at the outset the exact work scope that should be covered by such a fee. For example, if monthly rather than quarterly competi­ tive reports are required, then obviously the cost is going to be higher. If media agency staff are to oversee comparatively low cost, external events then there are inevitably costs involved that may seem relatively high when perceived as a percent­ age of the total cost, and so on. As long as both client and agency are prepared to work through and prioritize the job scope, subsequent disagreements or disappointments are kept to a minimum. In other words, expect to pay for what you get and no more and no less!

We're fortunate in that 80% of our rev­ enue at SMG is now fee based which allows us to put resource where neces­ sary in order to manage, and hopefully exceed, client expectations.

What is the biggest single issue facing the media industry specif­ ically in Malaysia today?

I think it's an issue that affects the whole marketing industry and not just media. Without wanting to sound like a weary, old, Malaysian media man but the habit of direct deals between client and media owner is a serious problem. I can fully understand why media owners feel the need to go straight to clients if they feel their product hasn't been given sufficient consideration by the agency and I can also understand why clients in certain sectors feel the need to keep close relationships with media owners.

However, it is the media agency's role to advise as impartially as possible on what the best media solution is to clients.

It is obviously the clients' prerogative to reject this advice but to then cut the agency (both creative and media) out of any subsequent deal has serious implications. Let's assume it is a com­ mission based piece of business, in effect both cre­ ative agency and media agency (assuming, as is normally the case, that the media agency is still expected to administer the tracking of any such deal) are left out-of-pocket. Eventually, this is will impact on their bottom line and their ability to prop­ erly service clients and train staff. The implications for the industry as a whole are obvious.

In fairness, this seems to have been less of a problem over the last year or so than it was a few years back but with the increasing number of media owners out there chasing a total media budget that is not going to be growing in propor­ tion, it is an issue that seems certain to re-surface.

Perhaps it's one for the Media Specialists Associa­ tion to tackle!

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Broadcast

this Summer with Cartoon Network and Astro^^^H Exciting prizes and a free trip to Australia's Sea World to be won!

THE 2004 Summer Chill Out event, exclusively pre足 sented by Cartoon Network and Astro, will kick-off at the Grand Concourse of the Berjaya Times Square Kuala Lumpur on August 21 and 22.

Specially conceptualized for toon lovers, the two-day event will have lots of fun activities: there will be face painting, balloon sculpture, Dexter and Dee Dee show, Johnny Bravo's special appearance and many more exciting activities and games with cool Cartoon Network prizes to be won by kids. As an appreciation to Astro Fun Package subscribers, a designated VIP area has been reserved exclusively for them to meet The Powerpuff Girls, Dexter, Dee Dee and Johnny Bravo. All the subscribers have to do is to present their latest Astro Fun Package bill to gain admission to this VIP area.

Presented by Astro, Cartoon Network, Warner Theme Parks, Berjaya Times Square Kuala Lumpur, K-Zone, ERA, MY FM, HITZ FM, SEKOLAH SRI GARDEN, Summer Chill Out is an exciting onground initiative to bring the Cartoon Network's characters out of the TV and into the lives of cartoon lovers. Astro is also inviting about 60 children from two Orphanage centres in Klang Valley as guestsof-honour to enjoy the event.

In addition to the event, Astra's Fun Package subscribers can enter the Summer Chill Out contest by sending in entries explaining their plans on how they will chill out. Two viewers with the most excit足 ing holiday plans will win a family trip for 4 to the Warner Village Theme Parks, Gold Coast Australia.

They will have the chance to visit Sea World, the

If you have not received an email alerting you to update your company's listing for the coming Malaysian Advertising Directory 2004, please register now at www.ham.com.my/mad.Closing date for submissions: August 27.

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Warner Bros. Movie World, Wet "n" Wild Water World, Paradise Country and meet the Powerpuff Girls at the Cartoon Network Cartoon Beach!

To enter the contest, viewers need to submit entries on their plans to chill out, in 25 words or less to C/O Marketing Department, Astro All Asia Broadcast Centre, Technology Park Malaysia, Lebuhraya Puchong-Sungai Besi, Bukit Jalil, 57000 Kuala Lumpur; or by logging on to www.astro.com.my. All entries should be marked "Summer Chill Out Contest" and must be received

by August 15, 2004. Only Astro Fun Package sub足 scribers are eligible for this competition.

For those who subscribe to Astro Fun Pack足 age during the two-day event, they will receive Cartoon Network exclusive merchandise and will be eligible to enter the VIP area. So bring your whole family to the "Summer Chill Out 2004" and grab this opportunity to "chill out" with Astro and Cartoon Network!

to Editor

UPCOMING EVENTS September 3:

Dear Editor,

MALAYSIAN CREATIVE CIRCLE AWARDS 2004 @

The Made-ln-Malaysia (MIM) TV Commercial ruling/requirement that was introduced in 1978, by the Ministry of Information, in my opinion, should be officially withdrawn.

ANGKASA, Jalan SS 6/3, Kelana Jaya, Petaling Jaya.

For details, call Ragoo on 012-205 9624.

September 7, 8, 9, 10: 39th IAA World Congress in Beijing, China.

Details at www.iaacongress-china.com

September 13, 14, 15: f ^diaRelations

& PR Workshop

by Krishnamoorthy, The Star.

For details, call Ragoo on 012-205 9624.

further promote the development of a stronger local TV Commercial industry that competes just like our Asian neighbours, on Creativity, Talent and Value Creation. Malaysia should promote itself as a great regional TVC production hub and discard this regressive, silo, protectionism mentality.

3. Self-Regulation On Content Of TV Commercials Allowing foreign produced TV commercials to be aired in Malaysia does not mean that Malaysian culture and values will be eroded. The same "prudence" and "standards" that the majority of our industry embraces via the Malaysian Code of Advertising Prac­ tice, the recently approved Content Code and Ministry of Informa­ tion Ad guidelines will still apply, i.e. all advertisements must con­ form to the general principle of its content being legal, decent, hon­ est and truthful, irrespective of foreign or locally produced TV Com­ mercials.

Those that do not conform to the above have and should con­ tinue to face the consequences via our regulatory mechanisms.

Not allowing in any foreign produced TV Commercial as a means to protect our Malaysian values is not a valid argument in the con­ text of what is allowed in Cinemas, MTV, the Internet and such.

Here is why.

1. Original Objectives Have Been Accomplished!

The Government and members of our industry needs to be reminded that the sole and original purpose of this 26 year old rul­ ing was to promote the development of our own home grown Film, Audio, Music and other support talent that will specialize in pro­ ducing TV Commercials.

This noble objective to a large extent has been accomplished.

Our industry today has a wide range of Malaysian skill sets to choose from. Fact. Some of our home grown Film Directors, Direc­ tors of Photography, Producers, Editors, Animators are now export­ ing their skills/professionalism to other countries. Mission accom­ plished!

Some within the agency, media and film production industry have, over the recent years introduced their own versions of "sup­ plementary" MIM objectives. Such supplementary objectives have become new, de-facto reasons to maintain the MIM ruling. Please, let's get back to the original intent of MIM!

4. Withdrawing "MIM" Will Not Kill The Ad Industry We are first and foremost in the business of ideas. In the past, those ideas have taken the form of traditional media advertising. It is the most visible thing we do. But not the only thing.

It is a sad reflection of myopic thinking if some in our industry continue to think solely in terms of "TV Campaigns". Today, it is ideas to support brands, all kinds of marketing communications ideas. Any Practitioner that still believes that the answer to aclients communication problem lies solely in TV Commercials needs a reality check!

September 17: Malaysian Video Awards (MVA) For details, call contact 4022 2468

October 1: Kancil Awards 2004 @ Sunway.

For details, call Matthew at 7660 8535.

2. Prolonged Protectionism Is Bad For Any Industry The MIM ruling consequently is industry protectionism. The local TV Commercial production industry has been given 26 years of advantage to develop, grow and strengthen themselves against open competition. 26 years of Government protectionism is unusu­ ally long. The TV Commercial industry, when compared to "mission critical" industries such as Automotive, Finance, Power Generation, Airlines and such, is not in the same critical league.

Soon, these national interest industries will also face open competition.Our Government actively encourages and promotes Foreign investment on this basis. Open competition is good! It will

Sincerely, KHAIRUDIN RAHIM, Mananging Director, Lowe & Draft Worldwide Sdn. Bhd

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WHAT can we say? With a star-studded jury like David Droga, Piyush Pandey, Jureeporn Thaidumrong, David Guerrero, Jimmy Lam, Norman Tan, Kurt Crocker, Ted Lim, Yasmin Ahmad, Hwa, Gavin Simpson, Chris Howden, Graham Kelly how can you go wrong?

Throw is a seminar underwritten by ntv7 for the creative community, 2 days of hectic judging, including the ADOI Advertising Awards (AAA) of Indonesia and a farewell party at Ham's you've got a heady cocktail of Malaysian hospitality. For the rest, we'll let the pictures tell the story...

Same motley bunch with Piyush and David Droga

Jimmy Lam plays game show host at MC2 Seminar

IB aDOIMARKETINGCOMMUNICATIONS

we Circle Awards

Judging in session. Everybody hits the floor!

Judges make it tough for everybody, including themselves!

Hwa and Chief flank Norman Tan as he attacks the murtabak.

Yasmin belting out a Karaoke number at Ham's house

The masters prod on the young star

ADOI Indonesia CEO Rodney ith David Guerrero

Kim Shaw, David Guerrero, Norman Tan and Jureeporn Thaidumrong.

Turbanned stranger thanking mahaguru Piyush Pandey

Big guy Kurt Crocker and Passion Pictures' Sheen

aDOIMARKETINGCOMMUNICATIONS ID

DirectTalk

I'm the

HEAD A CRM AGENCY and why those words are nonsense

33

•BY KURT CROCKER, CREATIVE DIRECTOR DRAYTON BIRD, CROCKER & MANO (DBC&M)

I continue to be amazed. There are agencies in Malaysia who call themselves "CRM Agencies".

Why? Well, I don't know really. But I suspect. We have fallen in love with buzz words. We have replaced commonsense logic with buzzology.

I will now repeat a story. Sorry if this appears redundant, but apparently, no one gets it.

A so-called expert once appeared in my office and asked, "Sure, you know about Direct Market­ ing, you're a fricking guru, but do you have any experience in CRM?" Duh. Ok. Here's the deal. There are indeed agen­ cies that do nothing but Customer Relationship Marketing. The caps give a clue. That's what CRM now means.

Agencies who do nothing more than Customer Relationship Management actively go after existing customers. They mine opportunities from a data­ base of names and addresses (accumulated by land and e-mail). If they are smart about what they do, they try as hard as possible to match each and every communication against valued segments in that database.

Example. You have acquired a database of THE industry luminaries driving China's meteoric climb to what is now the fastest growing advertis­ ing market in the world will share their fascinating experiences during the 39th IAA World Congress in Beijing on 7-10 September.

Following a keynote address by the influential Madam Wu, China's Deputy Premier and top trade minister, the Congress program will address the successes and challenges experienced by the stewards of some of the worlds most recognizable brands represented in China. The program will also include representatives of Chinese indige­ nous brands, agencies and media so as to offer a comparison of how local companies address the market versus non-Chinese multinationals: Austin Lally, Gen Mgr Greater China (The Procter & Gam­ ble Company), Snapshot from 2020: Consumers Today, Thomas D Doctoroff, Northeast Asia Area Director and CEO Greater China (J Walter Thomp­ son), The Evaluation & Prospects of the Advertis­ ing Market in China, Nam K. Woo, President & CEO, Digital Display & Media Company (LG Elec­ tronics), Global Marketing Strategy of LG Electron­ ics and its Perspective in China, Mr. Zhang De'an, President of Guang Zhou Daily Newspaper Adver­ tising Operation Enters "Brand-Name Era", Mr. Wu Xiaobo, General Manager of Ping Cheng Adver­ tising Ltd, Chinese Consumers - What's changed,

people who have pets; dogs and cats. How have you acquired that database? (More later.) Within this database you can identify pet owners who buy pet food 8 times a month. And you can further iden­ tify that only a fourth of those who buy pet food, buy your brand.

You have just identified a large group of people who could buy your brand, frequently, but don't.

What do you do? CRM? If they are on your database, of course, you tar­ get those high-potential individuals to convert to your brand. But what about all the others, who are not on your database?

That's where a specifically defined "CRM" agency falls apart. Positioning an agency as a "CRM" agency in nothing more than an attempt at circus foolery. And that's true even if this "CRM" agency is under the fold of an agency that might describe itself as a "full service, under-one-roof, marketing solutions provider".

The facts are the following. CRM has and will always been a part of Direct Marketing. Direct Mar­ keting has and will always will, help to sell products and services. Direct Marketing can help marketers turn prospects into customers. Direct Marketing

.Leaders of

can help you keep those customers longer, and more profitably. That's the CRM part of Direct Marketing. Always has been. Always will be. Prof­ itable relationships have always been an impor­ tant part of Direct Marketing, but recruitment is equally important.

The example ... You want to identify pet owners who care about their pet's nutrition? Try DR adver­ tising. Shake it up with an offer, like a U.S. brand did. The proposition was simple: "You send can labels to us. When we get enough from all of you, we'll sponsor training for a dog, for the blind."

My mom did it for years. Got thank you let­ ters. Got a letter claiming, eventually, because of her, "Sam" was now assigned to a blind man named Ben. But where do you identify potential brand-loyal customers? That goes way beyond CRM. And it takes a DM specialist to identify and maximize the full potential of this marketing opportunity. Ask a CRM agency to do it? Or ask a DM agency to to it?

DM agencies know the full picture of opportunities.

CRM agencies know only less than half.

Our world is full of buzz words. Above the line.

Below the line. Integration. Orchestration. 360 degrees. Ah, the list goes on and on. But the bot­ tom line is this: despite the jargon, are we doing what is right, what is best, for our clients? Are we exploring every opportunity, from the beginning of a customer's relationship with us and throughout his or her life-time value?

It's not about magical words. Or alphabets arranged in some magical way. It's about truth.

Saying the truth. Believing the truth. Abiding by the truth. And truthfully solving problems and maximiz­ ing opportunities.

If I did not believe that, I would have given up years ago.

Chinese Advertising n

m

m

Industry to Speak at 39th IAA World Congress in Beijing What hasn't & Serge Dumont, Author of "Brand Warriors in China", Brand Growth in China.

Staging the IAA Congress in Beijing is timely given China's position as the fastest growing major advertising market in the world .

At its current pace the Chinese advertising market is expected to grow roughly 64% between 2002 and 2006 says Frank Cutitta, CEO of the IAA . "China has tremendous growth resilience consid­ ering the size of the population that is just begin­ ning to gain access to major consumer products, the emerging middle class alone is reaching the size of the entire US population by most estimates.

Yes, this consumer market is still in its formative years, but those who wait until it matures fully should expect tremendous local and international competitive barriers to entry", adds Cutitta.

The IAA World Congress will be one of the

m aDOIMARKETINGCOMMUNICATIONS

largest gatherings of international advertising professionals in the world. Over 1500 interna­ tional delegates are projected to converge on Beijing from 7-10 September 2004 to share best practices, network, visit exhibition halls, and establish business partnerships with Chi­ nese advertising and media organizations.

The Congress is being organized locally by the IAA in partnership with the China Advertis­ ing Association and top governmental min­ istries including the State Administration for Industry and Commerce, and the Ministry for Foreign Affairs.

For more information regarding the IAA World Congress see http://www.iaacongresschina.com; or contact the International Adver­ tising Association at 212-557-1133 or via email at congress2004@iaaglobal.org

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CampaignTake

SOMEONE'S GOING TO BUILD THE IMPOSSIBLE. WHY NOT YOU"

BELIEVE

GUINNESS BELIEVES IN YOU GUINNESS Anchor Berhad has launched a series of new advertisements for their top selling, premium stout - Guinness, as an extension to last years highly successful "Someone's going to do it.

Why not you?" campaign.

New print cinema and below-the-line execu­ tions have been developed through Saatchi & Saatchi Kuala Lumpur. The ads aim to reinforce the brand's values of self-belief and inner strength by taking a light-hearted look at what individuals can

achieve with a little foresight, determination and self-belief.

Matt Seddon, CEO at Saatchi's KL explains, "Everyday someone, somewhere achieves some­ thing new. Sometimes on a grand, dramatic scale. Sometimes on a smaller and more person­ al scale. We tap into this human truth in our adver­ tising in a way which our research suggests con­ sumers find particularly motivating, engaging and distinctly Guinness."

The print ads were developed by Ong Kien Hoe, Primus Nair and Henry Yap under the stew­ ardship of ECD, Edmund Choe. They were shot by Melvin Lee of Barney Studios, KL If you have not received an email alerting you to update your company's listing for the coming Malaysian Advertising Directory 2004, please reg­ ister now at www.ham.com.my/mad.Closing date for submissions: August 27.

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Columnist

The Price of Freedom:

Thoughts About Brands from America •BY RYAN BARTON, STRATEGIC PLANNING DIRECTOR, M&C SAATCHI

I touched down July 4th at Newark Liberty Inter­ national and am writing you now from what used to be my home. To the right, Time's Square ablaze in the night. Opposite, the History Sign somewhere over Queens, its H looming for the channel that bears its name. And straight ahead-absence. The image of global capitalism and second tallest twin towers in the world, a void. I'm thinking about the United States.

Almost everyone hates it. Almost as many watch Friends. Its cultural logic has captured the hearts and minds of human beings everywhere.

Sometimes literally. Mostly symbolically. Always by force. This is America, the place where the world's most powerful brands and symbols are manufac­ tured and exported around the globe. Advertising, sitcoms, serials, films, videos. Universally provoca­ tive and inescapable images, made in the USA, reproduced around the world and exchangedhappily or otherwise-for circuits and machines, car parts, raw shoes, coffee, cups, crude oil, customer service representatives.

Among all the brands in America's portfolio, among all the images and ideas it produces, Amer­ ica itself is the most powerful. Brand America stands for Freedom, Freedom in its most abstract and attractive sense, the freedom to create and express, to believe it or not, to want and to chose a toothpaste that can "set your smile free." It's queer: no matter what the United States does operational­ ly to contradict its brand positioning, what free­ doms it curtails or atrocities it commits to preserve and defend its competitive advantage, and no mat­ ter how disconnected its citizens/employees are from the interests and actions of the State that bears its name, Freedom, the symbolic freedom found in a toothpaste or the Black Eyed Peas or the latest development in Performance Art prevails

over the secret reality of US geo-political action.

How does America do it? Nothing dirty here.

Just the good old fashion way every successful brand ever did, even if their product was only mod­ erately good. Most corporate/national bodies today apportion x amount of their budget on "brand" work (one or two splashy ads on Values or Visions); meanwhile, the lion-share goes to detached prod­ uct efforts that slip quickly into obscurity. Great brands, like America, use every touch-point as an opportunity to integrate the higher-order platform with the tactical pitch. "Integrated Marketing." "360 degree branding." Most agencies talk about this.

Most clients want it. Few do it in reality. And almost nobody does it like America.

America's platform (Freedom) is embedded in all the communication it produces-all of it-from The Day after Tomorrow to American Idol to the latest Nike ad. "Think Different." Think "Just Do it." Think about any American "campaign" you can, and you'll see the Umbrella Brand. The strategic subtext. The creative freedom of a Mac in a world dominated by cybernetic conformity.

The physical freedom to overcome the competi­ tion, yourself, in an attractive pair of Nikes. The democratic freedom Tomahawk Missiles bring a small desert town no American ever heard of. It doesn't matter whether it's true or not-clearly computers and tennis shoes and high-tech weaponry don't actually make you more free. The point here is about consistency and commitment to a strategic idea across all points of access in the Media-Industrial Complex. "Freedom" spon­ sors every campaign and every season of every show or ad made in America, not just the corpo­ rate chest-beater that comes out around Inde­ pendence Day. To be forgotten.

Last year, my agency made a Merdeka Day ad

for Celcom. In the four-color full-page spread, a flagpole is seen from below, billowing the Malaysian standard proudly. The ad ran on Sep­ tember 1st, apparently a day late, the day after all the hoopla and media attention. A terrible mistake?

Media buyers fault? "Get me that Traffic Girl!"? No, or so the copy explains: "Who said independence should only be celebrated 31 Aug? After all, everyday is Independence Day." It's almost Merdeka day again, can you believe it? I'll be home just in time. It's raining now, and you can't see the planes flying in low across the glass and steel skyline and into LaGuardia. Thousands of miles away from Malaysia, I'm back to thinking about freedom in today's world, wondering if Merdeka Day is all that different from Indepen­ dence Day here, if there is a uniquely Malaysian understanding of post-colonial freedom that does not reference America's greatest export. Last year's Celcom ad seemed to point in that direction.

It's funny how good ad copy sticks in your head, burrows in and multiplies meanings: Is Merdeka Day everyday? What does that mean?

How does one exercise that liberty culturally, everyday-especially those Malaysians "responsi­ ble" for the nation's symbolic production: market­ ing managers, advertising creatives, screen-writ­ ers, media buyers, media owners, etc.? What is Malaysia's differentiating National/Cultural platform in the first place-if not an American conception of "freedom" then what? Something unthought of?

Something even more Malaysian than "Asian Val­ ues"? Something even more independent? And whatever that platform is in the end, how does it work? How would a serial, for example, or a Real­ ity Show or a plain old advertisement Made in Malaysia dovetail with Malaysia's platform, differ­ ently, but with the same integrity a Mac or a Nike does with Brand America?

The point here isn't about America; whether its conception of freedom limits the freedom of nonAmericans or not. The point is: if you don't define yourself, the market leader will. It's true in every category and every industry. Malaysia is explod­ ing and every day we have the opportunity to define and transmit her shape, her foundations, her singularities. This is our work, not just on Merdeka Day, but everyday.

Name Card of the Month Jonathan Robert

+ (603) 2282 3839

jonathansjiggee

If you have not received an email alerting you to update your company's listing for the coming Malaysian Advertising Directory 2004, please reg­ ister now at www.ham.com.my/mad.Closing date for submissions: August 27.

M aDOIMARKETINGCOMMUNICATIONS

DRB-HICOM'S INTERESTS INCLUDE: AUTOMOTIVE MANUFA TURING *ND DISTRIBUTION

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DRB-HICOM is one of Malaysia's leading conglomerates, and we are involved in key sectors of the Malaysian econ­ omy, namely automotive manufacturing and distribution, property and infrastructure, and services. We are focused in our quest for quality, in our drive to remain cost-effective, and in forging global relationships. Alliances that will benefit not just our partners, but Malaysia and her people.

So when it comes to doing business in Malaysia, it pays to talk to us at DRB-HICOM.

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Tel: (603) 2052 8000 Fax: (603) 2052 8118 E-mail: info@drb-hicom.com www.drb-hicom.com

AroundTown

Reload, Relaunch IT was a blast at KL Tower on August 4th with fireworks , flying fox stuntmen zooming down the top of Tower and action skits from the cast of Gerak Khas marks the launch of a new logo for TV1.

Datuk Paduka Abdul Kadir Sheikh Fadzir delivered a touching speech endearing their commitment to the nation. TV1's new image sym­ bolises the resolve to combine both concise infor­ mation with more news broadcasts and varied entertainment, terming this "infotainment". Leav­ ing its signature and the words "TV1 your info­ tainment channel" on the walls of KL Tower throughout the night marked the beginning of much to look forward to.

Infotainnten

I lui adverit

The executive committee - seated L-R, T. Renganathan (Managing Director), Lawrence Chuah (Group Account Director), Terence Ooi (Director, Strategic Planning & New Business), Lakshmi Mohan (Creative Director); Standing L-R, Belinda Tay (Finance manager)f Martin D'Silva (Account Director)

Interface Advertising Celebrates Third Anniversary With A Bang THREE years ago, International Advertising Kuala Lumpur officially opened its doors for busi­ ness in Malaysia. It was the second Interface agency after India under the Interpublic Group (IPG). Today Interface boast of offices in Singa­ pore, Hong Kong, Beijing, Thailand, Australia and the network is still growing. The Agency started with an impressive list of clients that included Ajinamoto, EON, National Panasonic, Matsushita Electric Co, Barkath Co Ro (Sunquick & Hacks), Pagoda and FFM Marketing (Seri Murni Cooking Oil). It was tagged the "Youngest Mature Agency" in town. Three years down the road, this IPG Agency has proven itself as a force to be reckoned with in the Malaysian advertising industry. Since 2001, Interface has been adding more blue chip clients to its roster yearly. Recent client that have chosen Interface as their communications partner were ProJET, Monash University, John Master,

Euromobil (Audi), Celcom and Green Spot Thai­ land (V-Soy Soymilk).

"Interface acquired the Green Spot Thailand account in the first quarter of 2004. And we cele­ brated the birthday of our Agency in May with another major win, Telekom Malaysia. Interface is one of the agencies that won the Telekom pitch. I am extremely proud of my team and the work that they have produced. We also very fortunate to have Client who recognise the strenght of our Agency and the value we provide to them," says T. Renganathan, Managing Director of Interface Advertising Kuala Lumpur.

"Communication issues are more complex now. No longer can we purely look at using adver­ tising to address the issues. We need to look at communication from a whole new perspective.

Today Interface has the capabilities to offer not just advertising solutions but marketing, public rela­

m 3D0IMARKETINGCOMMUNICATIONS

f Infotainm

tions and customer relationship management services to our clients. Thus, we are able to offer clients the total communications solutions," Ren­ ganathan added. When it first started, Interface had to postpone its official opening because their clients had been keeping them very busy from day one. "I'm pleased to note that or client continue to have the faith in us and partner us to produce cre­ ative, relevant and result-oriented works," said Renganathan.

Interface believes in producing creative yet rel­ evant works. "Every single work that we produce must go through the relevance test. We are fortu­ nate to be equipped with many planning and insights tools. For different campaigns, we employ different tools to uncover the insights to what moti­ vates our client's customers. These insights are then infused in our creative works. This is our pro­ prietary formula of producing creative and relevant works," said Renganathan.

An example of a tool that is frequently used by the Agency is Immersion & Infusion TM or bet­ ter known as l&l. It is a two-step insights tool.

"Immersion is a process, which ensures that the team working on the brand immerses in the prod­ uct category or industry and empathizes with the customer to have a full understanding of what drives them. Developing powerful ideas based on real customer and market insights that can be infused into the overall plan is what Infusion is all about. This ensures that our communication is always relevant to our client's customers," explained Renganathan.

"Our clients value the insights and ideas that we provide them. Those insights not only helped us create more effective communication cam­ paigns, they also allowed our client to understand their customers better," Renganathan added.

Interface has grown tremendously in a short span of time. The Agency's staff strenght has more than double and more floor space has been added to accommodate the increase in people. Interface credits its success to their very supportive clients as well as the dedicated and committed team that the Agency has managed to build.

II]litism Continue MALAYSIA

with the

Readership Circulation Mingguan Malaysia 604 million Mingguan Malaysia - 580,096 copies NMR Q2 03 CJan *03 - June >033 Utusan Malaysia - 1 447 million Utusan Malaysia - 253,840 copies NMR QS 03 CJan >03- June «033 Source Audit Bureau of circulations / Nielsen Media Research Build your brands with us, contact

^

UTUSAN MEDIA SALES SDN. BHD. (1 8 7 1 5 2 - U}

11-3, The Right Angle, Jalan 14/22 46100 Petaling Jaya, Selangor, Tel: 03-7956 3355 Fax:03-7958 1860

*

IAIR AWARDS MALAYSIAN ASSOCIATION OF COMMERCIAL RADIO OPERATORS AIR AWARDS 2004 AWARD

PRODUCT/SERVICE

TITLE

AGENCY

AUTOMOBILES! TAMIL PROTON BRONZE

THE WISH

MCCANN-ERIC KSON

FOOD IBAHASA MALAYSIA CABARAN TARIKING BRONZE

MANDISUSU

DDB INTERNATIONAL

FOOD ITAMIL BRONZE

SELESTRA SMART BOOSTER

APPA CELLO

MEDIA MERGE HOLDINGS

FOOD I CHINESE BRONZE

INSTANT NOODLE

THAT'S MINE

AMP RADIO NETWORKS

BEVERAGES I ENGLISH LIVITA BRONZE COFFEEMATE BRONZE

MARY ANNE JACK & DIANE

DDB INTERNATIONAL MCCANN-ERICKSON

BEVERAGES I CHINESE NESCAFE DAYS BRONZE

DAYS-WEDNESDAY

MCCANN-ERICKSON

BEVERAGES I TAMIL SILVER SILVER

BRU COFFEE MITSAPURI

CB ASSOCIATES MEDIA MERGE HOLDINGS

APPAREL, COSMETICS ACCESSORIES I TAMIL SURIMASS BRONZE

MUKKAYI

MEDIA MERGE HOLDINGS

RETAIL & PROMOTION 1 TAMIL BRONZE NIVA'S CASH & CARRY

NIVAS

MEDIA MERGE HOLDINGS

PRO BONO!TAMIL GOLD

TRADITIONS

YOUNG & RUBICAM

COPYWRfTlNG IN ENGUSH BRONZE COFFEEMATE

JACK & DIANE

MCCANN-ERICKSON

COPYWRITiNG IN BAHASA MALAYSIA BRONZE EON

PAKAITERPAKAI

COPYWRITING IN CHINESE BRONZE TOP DETERGENT BRONZE DOUBLE SWORD

SERIAL ONE BREAKUP

180 DEGREE SIRATEGIC COMM AMP RADIO NETWORKS

COPYWRfTlNG IN TAMIL ASTRO TAMIL NEW YEAR GOLD PROTON SILVER BIOURAH SILVER FRANCH OIL BRONZE

TRADITIONS THE WISH AGHILAM AMMA

YOUNG & RUBICAM MCCANN ERICKSON MEDIA MERGE HOLDINGS MEDIA MERGE HOLDINGS

BEST USE OF SOUND & SOUND: EFFECTS I CHINESE BRONZE PUBLIC SERVICE

RIGHT EYE SEE GHOST

BEST USE OF SOUND & SOUND: EFFECTSI TAMIL GOLD SURIMASS

KNUCKLE BREAKING

CAMPAIGN I BAHASA MALAYSIA BRONZE NESCAFE DAYS

"DAYS:ISNIN, KHAMIS, JUMAAT,

CAMPAIGN iCHINESE BRONZE BRONZE

TOP DETERGENT NESCAFE DAYS

CAMPAIGN ONE DAYS:MONDAY-SUNDAY

BEST OF BESTi TAMIL GOLD

TAMIL NEW YEAR

TRADITIONS

BRU COFFEE BIORATA VILVAM

ASTRO- TAMIL NEW YEAR

INTERFACE ADVERTISING

AMP RADIO NETWORKS MEDIA MERGE HOLDINGS MCCANN-ERICKSON 180 DEGREE SIKAILGIC COMM MCCANN-ERICKSON YOUNG & RUBICAM

BEST OF BESTI CHINESE BRONZE INSTANT NOODLE

THAT'S MINE

AMP RADIO NETWORKS

BEST OF BESTI BAHASA MALAYSIA BRONZE F&N

MANDI SUSU

DDB INIERNATIONAL

BEST OF BEST! ENGLISH BRONZE COFFEEMATE

JACK & DIANE

MCCANN-ERICKSON

YOUNG CREATIVE AWARD LIANG CHIAN YING

m aDOIMARKETINGCOMMUNICATIONS

AMP's Borhan cheers the winners on

MCCANN-ERICKSON

Datin Linda Ngian with some new fans

Turbanned Stranger handling award to his ex-student

It's all yours

This is no hot AIR! IN July 30, The Malaysian Commercial Radio Operators (MACRO) Association held their inaugu­ ral Radio Awards event, also known as the AIR Awards. More than 800 people packed the Shangri-la Ballroom to celebrate winners across a multitude of categories. Judging from the immense turnout, this show is slated for bigger things to come. A dedicated radio awards event will do a lot

for the fledgling industry - both in terms of creative accomplishments and technical breakthroughs.

Organising Chairman, Louis Foo of AMP Radio remarked, "This show has been long overdue and is a much needed boost to accelerate the devel­ opment of radio in the country. The current crop of advertising award shows do not do justice to the varied scope of excellence in radio advertising."

DDB International swept 5 awards at the inaugural Air Awards 2004.

DDB International impressed the industry with by garnering 5 awards at the inaugural Air Awards recently. The agency is pleased to be given such honour by the committee of the awards.

DDB International was one of the big winners in the inaugural Air Awards prize giving ceremony.

The agency managed to excel in the award by bagging 1 Gold, 2 Bronzes and 2 Merits during the ceremony. The 30 second radio commercial enti­ tles 'Mandi Susu' for F&N Dairies won the Best of the Best in the Bahasa Malaysia category.

"Our success in this award is attributed to the key insight that we have on our consumers. We have to tackle different layers of consumers due to the different clientele that we have on our belts. Bet­ ter insights will ensure better results for our clients." says Florence Loh, CEO of DDB International.

Creativity and ingenuity has always been an

important factor in DDB International's culture. The agency is constantly searching for fresh and new advertising ideas for their clients to maintain and enhance its culture of creative excellence. DDB International believes that creativity for creativity sake does not work. Creativity has a role and that role is to sell a product or brand.

When Creative Director, Ng Heok Seong was asked to comment on DDB International's achievement, he quoted DDB's founder, the late Bill Bernbach: The truth isn't the truth until people believe you, and they can't believe you if you don't know what you're saying, and they don't know what you're saying if they don't listen to you, and they won't lis­ ten to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.'

0DOIMARKETINGCOMMUNICATIONS ®

.Opinion

Cre8ivity •BY DEAN JOHNS, I deanejohns@optushome.com.au

EVERY now and then a client-service person says to me "I know I'm not creative, but..." and then pro­ ceeds to trot-out a good or even great idea. My first reaction is to wonder why, with my "creative" label, I didn't come up with it first. And then comes the feel­ ing of regret that so much talent goes to waste in the world at large and advertising in particular because so many peoples' creativity is undervalued if not entirely discounted. The fact is that we're all of us creative, and can learn to be more so. Here, in brief, are the eight ways that seem to work with the writ­ ers, journalists and advertising people I get paid to motivate: 1. So far so creative Let's take the credit for the personalities, rela­ tionships, skills and careers we've created for our­ selves already. We know more than we know we know. - Michael Polanyi.

2. Negativity is a no-no Replace criticism with encouragement to create

an accepting instead of a rejecting environment. In every work of genius we recognize our own reject­ ed thoughts. - Ralph Waldo Emerson.

3. To err is you, man In learning to walk and talk, we made thousands of mistakes and kept on trying, but as adults we're afraid to make mistakes. Let's lift our rate of trial and error...and thus also of success. Mistakes are the portals of discovery. - James Joyce.

4. It's child's play Unfortunately many of the "qualities" that make us "adult" also tend to smother our creativity, and we have to try and recover our innocence, originality and spontaineity. Genius is nothing more than child­ hood recaptured at will. - Charles Baudelaire.

5. Food for thought.

We are what we see, watch, read, hear and oth­ erwise experience. So the more mental sustenance we get, the better equipped we are to be more ere-

ative. To search for truth, one has to be drunk with imagination. - Leonard Bernstein.

6. Think...tink...ink.

Start with conscious thought, then access your subconscious by tinkering, dreaming, doodling or whatever other techniques work for you. In the cre­ ative state a man is taken out of himself. He lets down as it were a bucket into his subconscious and draws up something which is normally beyond his reach. - EM Forster.

7. Dare to be scared.

Anything truly creative is to some extent new, untried, unfamiliar, even downright frightening. And means dealing with that most dangerous and addictive of drugs, adrenalin. Creativity requires the courage to let go of certainties. - Erich Fromm.

8. Break all the rules.

Even, if necessary, this one. There ain't no rules around here! We're trying to accomplish some­ thing! - Thomas Edison.

If they give you ruled paper, write the other way.

- e. e. cummings.

In short, in the words of Mary Lou Cook, cre­ ativity is "inventing, experimenting, growing, tak­ ing risks, breaking rules, making mistakes, and having fun." And despite what some managers evidently believe, Sally Ann Farrar is dead right in declaring that "fun may be the most important discipline of all."

New Malaysia Committee in place!

BMWCLUB Malaysia was formed in early 2003 by a group of BMW enthusiasts to further enhance their ownership experience through the sharing of knowledge and experiences owing to the distinc­ tiveness of the marque.

Since then, the Club has experienced phe­ nomenal growth in members to almost 1,300 as at end of July 2004 through an online interactive forum known as www.bmwclub.com.my. It also has a strong and cordial collaborative relationship with BMW Malaysia Sdn Bhd, which has accorded the Club an "official" status in April 2004 and continues to support the Club's activities.

Notably, the Club has also evolved through a very diversified and exciting calendar of events and outings to cater to members from all walks of life. This includes motorsport events such as track days at Batu Tiga and Sepang International F1 Cir­ cuit and participation at Formula BMW Asia, car detailing and technical clinics by specialists such as Meguiars, Utratune, Nokian and Glasurit, road trips to various holiday destinations in Malaysia and social events at hip eateries, restaurants and cafes.

Recently, the Club had their Second Annual General Meeting at Street Club Cafe in Bandar Utama that was specially graced by BMW Malaysia Sdn Bhd's showcase of BMW's latest offerings such as the X5 Sports Utility Vehicle and the new 530d Sports Executive Luxury Sedan and as well as promotional items by var­ ious other sponsors.

This event marked the election of the Club's new Pro-Tem Committee that will lead the initia­ tive to expand the Club's position and range of activities. "It is the Club's aspiration to grow in

m aDOIMARKETINGCOMMUNICATIONS

numbers, organize quality events and represent club members as a unified body in the hope of perpetuating all things great about BMW, the Ultimate Driving Machine" said Kelvin Hong, Pro-Tem President of BMWCLUB Malaysia.

"The next 12 months promise to be very exciting as we will be organizing many inter­ esting events. With such passionate commit­ tee members and strong back-up from BMW Malaysia, I am sure these events will be suc­ cessful" added Kevin Kung, Pro-Tem VicePresident.

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RoadShow

The Crowd

YB Dato' Paduka Abdul Kadir Sheikh Fadzir pops by and is given a tour by Dato' Farid Ridzuan

I

STOP PRESS SISTEM Televisyen Malaysia Bhd (TV3) is seeking growth opportunities abroad by sell­ ing and franchising its programmes to televi­ sion stations in other Asean countries as the terrestrial TV domestic market nears maturity Its chief executive officer Datuk Farid Ridzuan said TV3 had been scouting for potential partners in Indonesia,Thailand and the Philippines since last year. He said the next step involved tying up with other Asean TV stations operators to jointly produce vari­

ety and reality shows, and the sharing of inhouse productions. Farid hoped its Asen counterparts would start buying TV3-produced programmes next year. He said it was difficult for TV3 to grow significantly in the local market, as the company had already captured 52% of the RM800 million advertis­ ing revenue for television and 46% of the 16 million viewers.

"Having garnered such a big market share, our growth will be limited. Hence, it is time for us to go regional," he told reporters at a Memorandum of Understanding signing ceremony with Indonesian Television station

M aDOIMARKETINGCOMMUNICATIONS

TransTV in Kuala Lumpur yesterday. So, realisti­ cally TV3 was targeting to grow its viewers's market share by 5% to 10% annually, he added.

TV3 general manager (brand management group) Anthony @ Firdauz Bujang said TV3 had a huge library of documentaries and movies ready for export.

Other Asean television station operators could also produce and customise TV3 pro­ grammes under a franchise arrangement, to suit their viewers, he added.

To start off the collaborative effort between TV3 and Trans TV, the latter will be airing TV3's Sure Heboh concert.

Berjameunu,

Handing over of cheques (Tabung TV3 Bersamamu)

Hosta Aznil Nawawi and Sarimah

Sultan of Selangor being greeted by TV3 personalities

Reshmonu shakes the crowd

Rahman Hughes all the way from London

"Wanita Han Ini" programme carried ' live' Crowd at stadium cheering on

<Chill Out' booth activity

It's hot, it's madness, it's TV3!

0DOIMARKETINGCOMMUNICATIONS ÂŽ

PURE. Life has not always been kind to Bernie.

But she never flinched at it in disgust.

Maybe sometimes she would view a moment in sadness or disappointment but never in disgust.

That's how I remember our Bernie.

Always pure in the moment.

Always true to herself.

Fighting the good fight the only way she knew how.

With a pen in her hand and a fire in her spirit.

We were thirteen when we met.

Even then she wrote with a passion that rang true of the pureness of her soul.

Writing her heart out in poetry that mirrored a tormented teenager who paradoxically believed in the perfect world.

One she fought to realize at every life stage.

Misunderstood by many who could not understand why she kept seeing a world that could not be the way she wanted it to be.

But treasured by the few who understood the beauty her pure, pure world stood for.

Did she fight the good fight?

Was it worth it all?

I can see her now. Smiling.

Knowing it was.

Paradoxically In memory of my dear 'pure' friend.

by Odette Jansz

Malaysian copywriter and author Bernie Tan, died on August 3, after a bng battle with cancer.

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GrandPrix

FIFTY-ONE years after the start of advertising's most prestigious show - the Cannes Advertising Festival, Malaysia has won the Grand Prix for its work with Channel 9! Edwin Leong, Deputy Chair­ man and ECD, who has led the creative revival of ad agency J Walter Thompson (JWT) Malaysia since November 2002, flew in to Cannes to bring home the biggest prize in JWT's incredible eight­ een-month turnaround and the Malaysian ad industry's highest creative accolade to date. The win was covered on CNBC Europe and headlined in USA TODAY, ADVERTISING AGE + CREATIVI­ TY, with Malaysia's work shown alongside the world's best.

Since the start of its revamp, JWT has won some 50 local, regional and international awards.

The biggest leap locally was at the Kancils 2003 when it took home 28 awards! We talk to Edwin as he lands in KL from Cannes...

Landman Malaysia •BY THE HAMMER

Congratulations and welcome back. How was it at Cannes?

It was a mad rush getting in. I was too jetlagged to take in the buzz along La Croisette and at the Palais. After the ceremony, I met several fel­ low countrymen and a bunch of international col­ leagues in between raised glasses. Going live for CNBC Europe the morning after was a struggle with a hangover, I headed off to London shortly after. That's all I remember I'm afraid. My only regret was not having my team there.

What does winning the Grand Prix mean for the industry in Malaysia?

Creativity is abstract. Awards, whether local, regional or global help to quantify the quality of our work. Advertising is a business with the creative product as its only commodity - multinationals are shopping elsewhere. That scares me as we

MIMMJ Btby

Creative: Edwin Leong, Andy Soong, Ray Goh, Fai of IFL, Hasnah Samidin, Wong Sen Kiat, Joel Lim. Planning: Subhendu Mukerjee.

Account Management: Chris Von Selle, Carmen Koo, Cheryl Lee. Media/Production: Jessie Yee of Activate.

Clients: Mark Hermon, Jeremy Cheam, Ben Leong.

emerge from the current recession with China tak­ ing centre stage.

Winning Asia's second Cannes Grand Prix after Japan's victory in the 90s puts a long overdue spot­ light on Malaysian creativity.

As with any creative initiative, wider recognition paves the way for more business opportunities, access to better support and the exportability of our talent.

Edwin Leong (middle) claiming the Grand Prix Award for Outdoor, from Cannes Jury President Piyush Pandey (right).

What is the relevance of this landmark achievement to clients in Malaysia?

With fewer real product innovations nowadays, the role of adding value and differentiating a brand falls squarely on creativity to engage a jaded con­ sumer. Our clients recognise this, but continue to proceed with caution. The marked increase in the number of client registrations at Cannes this year is encouraging and is clearly indicative of global interest in the creative contribution to the bottom

^1aDOIMARKETINGCOMMUNICATIONS

line. Ultimately, advertising ideas are only as good as the clients that sign off on them. We had great clients working on the launch of Channel 9. Mark (Hermon), Jeremy (Cheam) and Ben (Leong) appreciate ideas and gave us the leeway to explore. It's easier for a challenger brand to adopt a fresh tone of voice.

The difficulty lies with more traditional bluechips. That said, I find comfort in P&G's recent acknowledgement that award success is more predictive of market success than their best testing methodologies.

If it's relevant to one of the world's largest, most successful brand builders, I doubt it'll be refuted by any ambitious Malaysian brand.

Where does Malaysian Advertising stand in the global advertising arena?

Over the past decade, we haven't made our presence felt internationally the way our neigh-

victory for at Cannes! bours. Thailand and Singapore have. While I believe in the quality of Malaysian creative talent, pockets of excellence remain few and far between.

On the whole, our executions have improved but not the quality of our ideas.

The bulk of our work is insular and lacks depth, we're still riding on trends not creating them, and humour in advertising continues to suffer from heavy-handedness.

Our individual achievements are too scattered to be noticed on the global stage.

As mentioned earlier, we need a united effort to put Malaysia firmly on the map.

What in your opinion has hindered us?

As an industry, we've fallen prey to market real­ ities. 'Cheap and fast' is no way to build a brand, but long-term vision is giving way to quick fixes.

Smaller agencies are undercutting for short-term gains and clients are buying cheap over good.

The recession favoured safe work, but even as we emerge from it, market research is still abused in determining the fate of cam­ paign ideas. All this does little to encourage creativity. Apart from the lauded few, local corporates are mostly politics and no process. We contin­ ue to celebrate our suc­ cesses with the few visionaries who believe in the value of brands and the essential role of creativity in build­ ing them.

You've just been in JWT for 18 months, how did you man­ age to get this far so soon?

It hasn't really affected us, we didn't expect it.

Besides, reality hit hard soon after the celebrations ended with a wave of new business pitches. Hav­ ing said that, I'm pleased with the results to date, it's welcome acknowledgement of the changes we've implemented. We've made good progress in a short time.

Our first task was to sort out the agency's port­ folio and create an infrastructure that supported good work. A clear goal was set, driven by a slight­ ly ambitious - but not impossible - plan. The rest

was execution. Leading by example creates a strong work ethic across all functions. That's the real driver. We now have excellent people in every division - Account Management, Planning and Cre­ ative - all focussed on beefing up the quality of our creative product.

At 36, you're the youngest Deputy Chairman/ECD in the global JWT network; how does your dual role differ from the tradi­ tional agency management structure?

The industry has evolved considerably over the past decade. Agency services have decoupled, fragmenting revenue streams and thinning our margins. Media commissions have given way to fees. Brand consultants have invaded the sector, telling clients what they already know at twice the price - without any tangible creative solutions. This drains already whittling A&P budgets. It's a much tougher business.

The traditional management structure head­ ed by a CEO or MD prioritises the bot­ tom-line above all else. The pressure on delivering i the numbers these days has been at the expense of our product.

The shift by global networks / to place creative leaders at the helm addresses this by going back to basics - reinforcing the belief that its our creative product that really differentiates us and keeps our margins healthy. The product drives the bottom line, not vice-versa.

I assumed leadership of JWT early f this year; with the departure of Chris (Von Selle) to Manila. On the day-to-day man­ agement of the agency, I'm supported by Elaine Low(MD Malaysia/Singapore), Michael Wong(Finance DirectorMalaysia/Singapore), Neal Estavillo(Director of Client Servicing) and Salim K(MD, Conquest, our local division).

My role requires me to keep the agency on course with an eye on the quality of our creative product. I try to ensure that its at the heart of every decision we make.

Aside from management responsibilities, I'm no different from my teams. Creativity remains my first priority. This I manage daily with my creative partners Andy Soong (Creative Director), Hasnah Samidin (Associate Creaticve Director), Richard

Chin (Head of Design), Ray Goh (Creative Group Head), Suffian Tan (AV Director) and Subhendu Mukerjee (Strategic Planning Director).

Creativity will continue to drive the bottom line as we expand. The work that did well for us came from a tight unit. I refuse to be distanced and dis­ tracted by administration and scale. It has little bearing on the work by which we're judged.

What are your thoughts on the industry as a whole?

More than a decade after joining advertising, it still excites and frustrates me in equal measure. I dislike what it has become, but I'm inspired by what it can be. Our sole existence is to build and nurture brands that live long beyond ourselves. Not because it adds gravity to our task, on the contrary, it helps us lighten up on lofty business objectives, it keeps us true to the consumer and it makes adver­ tising a fun and lively industry.

Ads that don't work make consumers feel small. They insult us with the obvious. Ads that do, add something to the moment. They entertain and enrich our lives with ideas, shape trends and feed popular culture. Sadly, that's only applicable to 510% of current industry output. Like I said earlier, there's much to be done.

It's widely acknowledged that you've been responsible for two multinational agency turnarounds in Malaysia since 2000 - what are your plans now that the improvements are in place in JWT? There's still much to do at JWT. Maintaining the momentum is crucial and I believe we can only heave a sigh of relief when we succeed in building a strong creative culture that feeds itself.

0DOIMARKETINGCOMMUNICATIONS SI

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AdStars

Wei Na and Nicole the Marlyn Monroe's of the ad industry

STAR SEARCH 2004' .BEST BANDCHAMW*

The Ad Star Search Juries: Frank Ong, Freddie Fernandez, Firhad Amat & Turbaned Stranger

Intan Shahazreen (Chilli Pepper), Shiela Majid in the making

AH smiles from JWT team...

Novacomm divas... wonder where the hunks have gone?

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WHAT A BLAST! •BY THE HAMMER

EDDY ripped off his black T-shirt and the crowd went ballistic! Screaming, squealing female fans bombarded him with slinky undies and heavily-fondled padded bras from Petaling Street. Eddy gyrat­ ed, his torso embroidered with tattoos all round his waist, pierced nipple, chin, ear, the works. The band burst into a deafening decibel as Eddy slapped his long locks on the microphone. Pande­ monium broke loose!

The scene was the recent Ad Star Search Finals at the Kit Kat Club Dance Club. 20 famehungry ad professionals strutted their stuff to vie for the Grand Prize of RM3000 and more. What an evening. Even my ears which are shielded by my tur­ ban couldn't escape the guitar licks of Betarecs' music composer Ananth. Sharifah teased the crowd with her floral frock, Fancy Poultry dazzled the crowd with their cabaret kicks, Chilli Pepper's Intan had the men panting with her seductive vocals and lyrca-like bodice. It was a party to remember!

Agencies turned out in full force to boo and drool. Innuendo's Sam, the emcee for the night, was in his element spinning his brand of hip-hop banter. The best performance award went to Grey's Prem who looked like he had just stepped out of Jimi Hendrix's dressing room, daze and confused.

In a blast from the past, Bloomingdale's Herbie brought the house down with his high-octane ren­ dition of Summertime. Not to be outdone, JWT's rock band The Walters belted out a head-banging original composition piece aptly titled "It's all been done". So much for ad ideas!

For those who missed the event, well tough. It was a night for the young turks in our industry, the ones who could take over your job sooner than you think. Remember, it does not take 100 whiz kids to change the face of Malaysian advertising. 10 bud­ ding stars can do the job! Kudos to Freddie Fer­ nandez and his team for reminding us that the ad business is about three things - fun, fun and fun!

m 3D0IMARKETINGCOMMUNICATIONS

* AD STAR SEARCH FINALS 20047V Champion of The Ad Star Search '04 : Eddy Lim (Grey) 1st Runner up

: Intan Shahazreen (Chilli Pepper)

2nd Runner Up

: Fancy Poultry • Nicole Thomas (Axis Films) • Ha Wei Na (DDB International)

Best Performance : Prem Vasudevan (Grey) Best Band

: The Walters (JWT) Band Members: Chia Pi Wo aka Jeremiah Walters (Vocalist) Wong Sen Kiat aka Jenny Walters (Guitar) Jonathan Lim aka Jonesy Walters (Rythm Guitar & Backing Vocals) Chow Geh Wynn aka Jimbo Walters (Bassist & Backing Vocals) Loh Ken Loong aka Mat Bakri Jr. Bin Mat Bakri Snr. (Drummer)

Scaling new heights with 400,000 additional new listeners.

re d 1D4*e

The new Star Rfm ( formerly known as Radio Rediffusion Sdn Bhd) name and logo is more than just a symbol. The logo's contemporary design represents our dynamism, innovation, and vision for providing informative and entertainment content for our two radio stations.

The recent Radio Listenership Survey by AC Nielsen (April 2004) reflected a 55%* increase in listenership for red 104.9, registering 471,000 listeners for the bilingual (English/ Bahasa Malaysia) radio station. Simultaneously, 988, our Chinese station saw a climb of another 17%*, totaling 1.64 million listeners. This milestone is without doubt the result of our programming being in line with our listener's needs.

We would like to take this opportunity to thank our loyal listeners for their relentless support...as we continue to push further and climb higher till we reach the peak with you. * Based on research conducted by Nielsen Media Research, Sweep1 2004.

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AwardShow

WHO CAN THE NEW YORK, I)ESIGN, OUTDOOR AND PRINT ADVERTISING 2004 WINNERS LIST MALAYSIA THE English version of Malaysia Boleh has got to be Malaysia Kien! Fresh after a killing at the recent Cannes Advertising Festival, where OgilvyOne's Regional Creative Director, our very own Tan Kien Eng, swept the only Gold won for the Ogilvy Group across Asia, we thought he'd go cycling along the French Riviera coast. No, Kien ripped through the New York Festivals honours list for Design, Outdoor and Print awards last week by shooting right to the top with a Grand Award and Gold World Medal for OglivyOne's Public Service campaign for client Women Aid Organisation titled 'Shattered/Fists/Figures1.

Hot in pursuit was Bozell Malaysia with a Gold World Medal for their Promotions Marketing cam­ paign titled 'D-Lo/Madam Ong/Ah Foong and Young & Rubicam KL with two Bronze World Medals: Best Copywriting (syabas Edward) for their client Brand's Essence of Chicken titled 'Worse Things' and Nurafel cosmetics titled 'Stockings'. All in all, these three Malaysian agencies also bagged home 13 Finalists victories! See table for full details.

A piece of advice to all our ad people: world champions are right in our own backyard. Beat them and the rest will follow!

Company Bates

Entry Title and Sponsor Speeding Ticke

Category BEVERAGES: NON-ALCOHOLIC

Award Finalist Certificate

Dentsu Young & Rubicam

Bumper

FOODS

Finalist Certificate

Bozell Worldwide

Goosebumps

HOUSEHOLD

Finalist Certificate

APPLIANCES/FURNISHINGS Bates

Run

BEST ART DIRECTION

Finalist Certificate

Dentsu Young & Rubicam

Worse Things

BEST COPYWRITING

Finalist Certificate

Dentsu Young & Rubicam

Corners

0UTD00R/TRANSIT/P0STER

Finalist Certificate

AUTOMOTIVE Dentsu Young & Rubicam

Scoreboard

OUTDOOR/TRANSIT/POSTER

Finalist Certificate

IMAGE/RECRUITMENT Dentsu Young & Rubicam

Stxkings

OUTDOOR/TRANSIT/POSTER

Finalist Certificate

COSMETICS/TOILETRIES Dentsu Young & Rubicam

Boobs

OUTDOOR/TRANSIT/POSTER

Finalist Certificate

PERSONAL GIFT/LEISURE Bozell Worldwide

Shoe

PROMOTIONS MARKETING:

Finalist Certificate

CONSUMER PROMOTION Bozell Worldwide

D-Lo/Madam Ong/Ah Foong

PROMOTIONS MARKETING:

Gold World Medal

SPECIAL EVENTS OgilvyOne Worldwide Sdn Bhd

Missing Bottle

DIRECT MAIL: CONSUMER

Finalist Certificate

PRODUCTS/SERVICES Bates

Paper Doll

DIRECT MAIL: OTHER

Finalist Certificate

OgilvyOne Worldwide

Virtual Nokia 3300

WEBSITE: BRAND

Finalist Certificate

BUILDING/PROMOTION OgilvyOne Worldwide

Fists

OUTDOOR/TRANSIT/POSTER

Finalist Certificate

CIVIC/SOCIAL EDUCATION OgilvyOne Worldwide

Shattered

0UTD00R/TRANSIT/P0STER

Finalist Certificate

OgilvyOne Worldwide

Shattered/Fists/Figures

OUTDOOR/TRANSIT/POSTER

Finalist Certificate

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_PaperWars

newsbriefs world • NAGA DDB GETS TV1,TV2 ACCOUNT As part of 7V1 and TV2's revamp exercise, Naga DDB has been entrusted to handle their rebranding cam­ paign. The task also covers future programming con­ tent of the two stations.

• TELEKOMS PICKS 10 AGENCIES The gargantuan Telekom advertising business has been spread across a multiple roster of agencies.

Above-the-line is handled by Batey, Interface, Leo Bur­ nett, FCB, TBWA and Astana. While the below-theline assignments have been awarded to Shahril Asso­ ciates, PTS Advertising, CD Advertising and Del Suria.

• EMAP BUYS CANNES FESTIVAL European media giant Emap Communications has acquired the 51-year-old Cannes Lions International Advertising Festival, it announced today. Reports indi­ cate the company paid about $100 million to acquire the famed festival from its owners, the London-based WJB Chiltern Trust Co. (Jersey) Ltd. The company is also a major publisher of business-to-business maga­ zines including Europe's advertising business maga­ zine, Media & Marketing Europe.

•

OGILVY PR INTERNATIONAL AGENCY OF THE YEAR Ogilvy Public Relations Worldwide has been named International Agency of the Year by the Holmes Report, one of the leading US publications covering the public relations, public affairs and communications industry. In announcing the award, the Holmes Report cited Ogilvy PR's strengths as a worldwide network, and specifically its impressive performance in the Asia Pacific region during the last few years: Recently, Ogilvy PR Worldwide also formed a retainer partner­ ship in Asia with UK-based Vertu, the world's first lux­ ury personal communication company.

• WPP PLANS RUSSIA'S BIGGEST AD AGENCY The Guardian reports that Sir Martin Sorrell's WPP Group is set to create Russia's biggest advertising agency in an alliance with the advertising group Video International, founded by an adviser to President Putin.

WPP plans to merge its Russian operations with the advertising agencies owned by Video International in a joint venture to be called WPP Russia.

• LUCASFILM OPENS IN SINGAPORE Lucasfilm Animation Singapore, a co-venture between American Lucasfilm, producer of such Hollywood hits as the Star Wars and Indiana Jones films, and a con­ sortium of Singapore investors including the Econom­ ic Development Board of Singapore, Creative Technol­ ogy, and Stardust, was announced at a press briefing.

• LG SHINES ON "WHO WILL WIN" If your home is where your heart is, and you've always dreamed of redesigning your home with the world's best home appliances, tune in to ntv7's Who Will Win: The LG Life's Good Home Challenge, an offshoot of the popular Who Will Win franchise. Twenty-five cou­ ples will participate in this entertaining reality-based program with each couple pitting their creative skills in providing their design ideas for the living room, bed­ room, and kitchen.

NEWSPAPER

TABLOID

WARS SET TO FLARE WHILST the buzz has been on for sometime that the New Straits Times is thinking of changing its size from broadsheet to tabloid, a new player is set to hit the market. And it will happen sooner than later.

It has been reported that this Malaya lan­ guage tabloid said to be published by Utusan Melayu will be called Kosmo with a cover price of RM1.00 and set for launch on Merdeka Day. If all the talk is true, this player may go head on with NST's Harian Metro. As adex for this segment grows together with readership, we dig around and find out more about this new entrant.

External sources revealed that Kosmo's con­ tent will differ from Harian Metro's. Being a morning paper, it will target all Malaysians in the 20-40 years age group across the Klang Valley. It will be posi­ tioned clearly as a Malay paper for all Malay-sians regardless of race, since most Malaysians are already Malay-fluent. It won't be ethnic-centric but Malaysian-centric. Its multi-faceted content will cut

cross the race spectrum , have more features, and not be dictated by the political will of the day. One source rev-ealed to us the readers are apolitical, and looking for real stories as opposed to the sen­ sational sle-aze belted out by the current afternoon tabloids. Kosmo will be lifestyle-driven and its young readers will get an alternative, intelligent and quality read. It is anticipated that advertisers will latch on to this target audience with this new offering. One observer espouses that advertisers are looking for non-trashy tabloids more relevant to their target market in terms of a quality image.

This makes Kosmo a realistic option that rea­ ches out to a broader race profile. It is also learnt that non-Malay journalists have been recruited into the news team: it's about Malaysians talking to Malaysians. A modern paper for all, in the lingo they are most comfortable with. It appears Utusan Melayu may have found a niche after all. Readers can also expect a multi-media campaign for the countdown to launch.

DDB Maxwell Dane dies at 98 MAXWELL (Mac) Dane, the last remaining founder of the legendary advertising agency Doyle Dane Bernbach, died peacefully on August 8 at home in New York City after a brief ill­ ness. He was 98. Born in Cincinnati, Ohio, on June 7, 1906, Mr. Dane, the son of a coppersmith who immigrated with his wife to the U.S. from Rus­ sia, began his storied career in advertising as secretary to the advertising manager of the retailer Stern Brothers in New York. His next positions were with the New York Evening Post as retail promo­ tion manager; the Dorland International advertis­ ing agency as account executive and copywriter; and Look magazine where he was advertising and promotion manager. It was at Look that Mr. Dane met Ned Doyle, who, along with William

m aDOIMARKETINGCOMMUNICATIONS

Bernbach, would be his business partner in Doyle Dane Bernbach, now DDB Worldwide. On June 1, 1949, he joined with Messrs. Doyle and Bernbach to form Doyle Dane Bernbach, the agency whose work was renowned for its wry wit and credited with revolutionizing the advertising business through such ads as "Think Small" for Volk­ swagen, "We Try Harder" for Avis, and "You don't ha-ve to be Jewish to love Levy's Rye bread.

"Mac truly cared about peo­ ple, our people at the agency and in the world outside of DDB," said Keith Reinhard, Chairman of DDB Worldwide.

"He established the agency's non-discrimination policy. He set up a training program for young people, including a special program for returning Vietnam veterans."

COMING SOON

POWER TO YOU! THE WINNERS Brand Planner of the Year: Pearly Lim, Naga DDB Group Account Director of the Year: Pete Foo, Rap Collins Account Director of the Year: Tan Cheng See, Rapp Collins Account Manager of the Year: Jean Loh, Ogilvy & Mather Young Suit of the Year: Angeline Tung, J Walter Thompson Cassandra Lee, DDB International

Power Suit of the Year: Pete Foo, Rap Collins

POWER SUIT OF THE YEAR: Pete Foo, Rap Collins

THE JUDGES Edward F. P Liew General Manager F&N Dairies (M) Sdn Bhd Melvin Leow Marketing Manager, Malaysia/Singapore DRYPERS Marketing (M) Sdn Bhd Peter Anthony Das Manager, Market Services, Advertising & Promotions Perodua Sales Sdn Bhd Raja Zafura Raja Zain Asst VP, Head of Marketing Communications Dept Malayan Banking Berhad Greg Paull Principal R3 Asia Pacific Mirza Mohammad Taiyab Beg Deputy Director General Malaysia Tourism Promotion Board

Naga DDB's winning team

NOW in its second year, the ADOI PowerSuits Awards is the only awards show in the world ded­ icated solely to Account Management profession­ als. Once again, the jury consisted of high-powered clients (advertisers) and once again, the DDB Group proved its dominance. Isn't it nice to know that suits can also get acknowledged in

ES 0DOIMARKETINGCOMMUNICATIONS

this tough world of advertising? We had about 50 entries this year, hopefully more agencies will see the light and enter their staff next year. Remember, it's all about recognition. If someone is going to poach your people with this awards show, some­ thing must be seriously wrong with your system.

There are creative shows in the world too!

fly* rest-arrive

As usual, you've left something behind. This time, it's the annoying guy in duty-free who kept cutting in front of you.

Don't you just hate queue jumpers?

Don't you just love being one?

At the immigration counter, you saunter into the special lane reserved for you.

Right past stress and worry, hassle and hurry.

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Going beyond expectations

NewTitle

WHY WE WROTE THE BOOK? •BY M. KRISHNAMOORTHY

BOOKS on journalism..there are lots of them. So, does this one have something different or extra, something that makes a journalist, aspiring jour­ nalist or anyone even remotely interested in writ­ ing want to pick it up?

The answer is "yes" because there is an attempt here to emphasise the core element, the "you" to which the book is direct­ ed and dedicated. What makes a good journalist starts and ends with you. The "you" is more than just flesh and blood. It is feelings and emotions, percep­ tions, prejudices, strengths and weaknesses, all interwoven and packaged in attitude towards the self and others, choices made and actions that follow.

If the "you" is self-centred, chances are there will be clash­ es of interest between the self and others (readers included).

On the other hand, if selfinterest is for improvement, so that the "you" can better serve others, then all will be well or, at least, there will be fewer frustra­ tions to deal with.

This equation and formula must be under­ stood and applies accordingly for a rewarding career in journalism or any other job for that mat­ ter. In any profession, it is the way it all fits with individual nature, the passion brought to bear on

one's chosen work that makes the difference between excellence, mediocrity or even total mismatch. Hence, the focus of the initial chap­ ters is on the "you" before the book moves onto the practical guide for skills and the mechanics of journalism. It is when you become convinced that journalism is right for you that everything falls into place.

Classroom and on-the-job training provide maximum bene­ fit when you are interested and happy to learn. The more you learn and the better you become the more you will want to learn.

After all, learning is a lifelong process, is it not?

The nuts-and-bolts chapters of the book, riveted on topics such as relationship building, cultivating sources of informa­ tion, asking the right questions and editing one's on work have everything to do with how one thinks and acts.

This book should also serve as a reminder, a back to basics for rekindling the fire that has been doused by circumstances of one's own making and that for others.

If this book gets you to reassess yourself in what you do, it will have gone some way towards achieving its purpose.

This book has the advantage of being able to

tap into current examples, issues, prevailing nuances and rapid-change technology sweeping everything in its path. It seeks to come to terms with the journalist's role, your role, in all of this. Are you just recording change or are you an agent of change? Take this story of the landslide in Taman Hillview, Ampang, Kuala Lumpur in 2002 that killed eight people in the home of a retired military chief. Full marks for the coverage that could help but bring to mind the 1993 Highland Towers tragedy in the same area.

While the media joined everyone else in ques­ tioning relevant authorities on why history seemed to have repeated itself, a finger has to be pointed at the media itself.

Have newspapers and other news media played their part in preventing history from repeat­ ing itself? Society's concerns such as child abuse, rape and serious crime continue to haunt us and seem insurmountable. Everyone tends to be wiser on hindsight, but did the media persist in ensuring that the authorities adhered to changes and resolved called for in the aftermath of earlier episodes?

If others are to be held accountable, so too must the media.

This book seeks to bring home the message of accountability of the "you" and should be regarded as a humble offering in the pursuit of professional excellence. As to whether this book is any different from other books on the mechan­ ics of journalism, well, how different can it be?

There are basic principles to be applied in the making of good journalists anywhere.

But the local flavour is there and, as things stand, it is, to our knowledge, the first homespun book. We recognize The You In Journalism is far from the being the last word in the effort to enhance professionalism. If anything, it is in the category of the first word. We have enjoyed writ­ ing it and it would please us if more of such books follow, written by those with experience.

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ITIediaBanc

NEW TVC DEBUT - APR/MAY 04

fTlediaBanc moniTORinG TOP 10 LIST BY BATE FOB COMPANY, DATE: 01-31 JUL 2004

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Brand : Cadbury Dairy Milk • Title :Color of Happiness - Hide & Seek • Dura­ tion : 20 sees • Client: Cadbury Confectionery (M) Sdn Bhd • Agency :Publi­ cs Malaysia • Creative Director:Steve Clay • Art Director: Chow Kok Keong • Copywriter: Hisham Sahudin • Language : English • Summary : Two little kids playing hide & seek. Cadbury's color of happiness guided them and not only they found each other,they've found Cadbury's chocolate as well.

Ch 9 RM'000 0

NTV7 RM'000 0

TV1 RM'000 0

TV2 RM'000 0

TV3 RM'000 0

WLT RM!000 9,771

0

1

2,273

37

1,731

2,905

322

295

2,013

2,316

0

222

2,059

828

168

485

1,447

1,438

1,865

908

AXN RM'000 0

Total RM'000 9,771

8TV RM'000 0

Procter & Gamble (P&G)

8,498

1,228

Unilever (M) Holdings Sdn Bhd

8,320

588

Government Malaysia

7,254

201

742

Company Name Follow Me Industries Sdn Bhd (Tohtonku Sdn Bhd) & WLT

Colgate-Palmolive (M) Sdn Bhd (CP)

6,117

1

0

4

1,976

0

388

788

2,960

Canon Marketing (M) Sdn Bhd

4,525

0

841

0

2

0

0

94

3,589

246

1,486

519

0

0

0

299

12

0

0

3,338

0

0

3,338

TV 1 STOP

0

882

121

182

271

3,708

Nestle Malaysia Bhd Touchstone Pictures

3,293

584

1,298

284

816

0

0

MEASAT Broadcast Network Systems

2,939

78

1,941

11

449

0

201

130

128

1,484

4,225

9,627

19,037

TV2 RM'000 0

TV3 RM'000 0

WLT RM'000 8,741

0

0

12

9,201

5,940

5,299

2,950

57,763

Total:

TOP 10 LIST BY RM$ FOR PRODUCT, 01-31 JUL 2004 '

•

''"'111

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Total RM'000 8,741

8TV RM'000 0

AXN RM'000 0

Ch 9 RM'000 0

NTV7 RM'000 0

Touchstone Pictures - King Arthur Yayasan Aids Malaysia -

2,277

367

1,298

12

588

0

Donate To The Malaysian Aids Foundation

1,861

0

1,705

0

0

0

0

0

156

809

6

281

493

40 144

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Name Bio-Essence & Astro WLT Astro Talent Quest 2004

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1,776

144

0

1

Celcom Xplore Prepaid - 5 Sen Kadar Terendah 1,756

109

590

0

501

0

4

409

1,756

0

0

1,756

0

0

0

0

0

0

0

0

1,728

Pantene Pro-V - Pantene Hair Fall Control Brand : Fruitale Duo Luxurious Shower Gel • Title : Together-gether • Dura­ tion : 30 seconds • Client: Lam Soon Edible Oils Sdn Bhd • Agency : M&C Saatchi Sdn Bhd • Creative Director: Anthony Wong • Art Director: Bobby Chan • Copywriter: Joelynn Chin • Language: English, B.Melayu & Mandarin* Summary :The new Fruitale Duo shower gel combines two fruity fragrances together in one bottle.A young man misunderstands togetherness as in inti­ macy instead of this new combination.

Mortein. Berkesan.Kawatan Efektif.

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TV1 RM'000 0

TV 1 STOP-Redu Patch Digi Discover Business Solutions Astro WLT - Lifestyle Info Station

1,728

0

0

0

0

Focus Point, Samsung & 8TV - Power Office Girls 3 The Final Chapter SMS Contest

1,674

1,674

0

0

0

0

0

0

0

TV 1 STOP - Proactiv Solution - Renewing 1,582 Cleanser, Revitalizing Toner & Repairing Lotion

0

0

1,582

0

0

0

0

0

1,547

0

1,417

3

59

14

54

0

0

24,698

2,293

5,010

3,354

1,957

21

339

903

10,821

ASTRO & Maxis Hotlink - Siti Nurhaliza Fantasia Tour Total:

TOP 10 LIST BY RM$ FOR MAIN CATEGORY, 01-31 JUL 2004

Brand : Mortein Liquid Vaporiser • Title : Party is over • Duration :30 sees • . ^"Client: Reckitt Benckiser • Agency : Euro RSCG • Creative Director: Simon • Beaumont • Art Director : Tarsha Lim • Copywriter : Charmaine Shankar / Leong Wen Pin • Language : English, B.Melayu & Chinese • Summary :Louie is here again to try things a little harder this time. But yet again to no avail.

Mortein Liquid Vaporiser the next generation of mosquito repellent.

Main Category Name Toiletries Service

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TV2 RM'000

TV3 RM'000

WLT RM'000

8,439

43

4,036

10,776

13,789

4,108

1,695

1,668

10,576

2,162

548

7,590

2,256

8TV RM'000

AXN RM'000 I

Ch 9 IWl'000

NTV7 RM'000

43,312

3,473"

562

2,195

2,461"

29,061

4,758

1,633

Telecommunication

19,242

1,745"

2,969

61

3,977

95

Media, Publisher"

14,895

129

3,965

3,557

3,186

14

287

1,983

1,773

Food (F&B)

9,920

449

787

79

2,710

37

971

3,512

1,376

House Supplies

9,659

228

491

84

1,271

2

400

2,374

4,809

322

1,289

0

354

3,546

737

1,914

2,992

Drink (F&B) '

TV1 RM'000

Total RM'000

522

797

7,566

Medical, Drug"

7,377

480

90

739

1,033

3

128

Household Equipment, Appliance (1)

5,968

532

203

25

1,571

46

145

710

2,736

Automotive

5,862

106

1,973

25

1,440

13

507

1,263

536

152,862

10,400

16,321

8,718

29,022

1,947

9,045

44,243

33,165

Total:

TOP 10 LIST BY RM$ FOR SUB CATEGORY, 01-31 JUL 2004 Brand : Nescafe Classic • Title : Nescafe 1-2-3 • Duration : 15 sees- Client: Nescafe (M) Sdn Bhd • Agency : McCann-Erickson (M) Sdn Bhd • Creative Director: Lee Szu Hung • Art Director: Jules Tan • Copywriter: Andrew Low • Language: English,B. Melayu & Chinese • Summary :The world most finest grown bean that gives you the real experience for your senses and creates an irresistible aroma that draws you into the rich, smooth taste.

Sub Category Name Face Care, Cleanser" Media, Publisher, Publication"

For more information please call Wing, Candice Lee & Chianean Lim of MediaBanc at 03 7983 6668

17,010

1,091 129

14,895

Ch 9 RM'000

NTV7 RM'000

TV1 RM'000

TV2 RM'000

TV3 RM'000

WLT RM'000

165

45

1,547

15

977

2,334

10,836

3,965

3,557

3,186

14

287

1,983

1,773

1,515

4,925

1,064

548

4,982

2,256

AXN RM'000

Government, Corporation, Association, Utility

14,389

412

2,680

1,161

995

Telecommunication Service Provider

14,012

709

2,912

18

2,492

95

Entertainment, Sport, Leisure"

11,601

1,601

2,050

465

2,083

27

130

4,645

600

2,005

2,786

22

1,740

2,943

456 483 233

10,944

992

0

Dessert, Sweet, Snack"

5,358

304

383

79

1,886

7

514

1,703

Bank, Finance, Credit, Charge Card, Unit Trust

5,225

592

1,156

32

1,591

13

72

1,536

23

43

1,485

0

0

2,565

0

1,293

1,275

28,909

18,975

Internet Service

the burden of housework so that they can enjoy life.

8TV RM'000

1,637

Shampoos, Hair Conditioner"

Brand : PanasonicTrinity & Foam Wash • Title: Make Time to Live • Duration : 30 sees • Client: Panasonic Malaysia Factory Sdn Bhd • Agency: Naga DDB • Creative Director:Peter Chan • Creative Director: Alan Lim /Ted Lim • Art Director: Mun Tuck Wai • Copywriter: Kevin Lee • Language: Music • Sum­ mary :Panasonic refrigerators and washing machines help free people from

Total RM'000

Toilet Soap Liquid, Bar" Total:

5,152

1,036

5,101

201

61

0

2,032

0

239

103,688

7,068

13,396

7,404

20,083

1,830

6,023

TableT Ik Make your Brand the topic of conversation.

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PMAAWinner

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maangem re

HE PROMOTION MARKETING AWARDS OF ASIA 2004

REACHES NEW HEIGHTS •F PARTICIPATION THIS YEAR

THE Promotion Marketing Awards of Asia reachnew heights of participation with entries from ,p Countries and 35% more than last year.

"This year there was a strong consolidation of flfc, — Marketing work throughout Asia, par1B3#' the work being carried out in Malaysia, ^^jkia and Indonesia. It was pleasing to see the 0 •«!-- *. ^ >., k being carried out in India over the or 'ears, being rewarded this year with the Asia Award to Pepsi Foods India for their S^^fwjiup Cricket Campaign" said Mike Da Silva, PMAA Director, International Executive Vice Pres4»iderC for Asia South for the Marketing Agencies Association Worldwide and MAA Worldwide Globes Judge. Previous winners were Malaysia, Singapore (twice) and Korea who last year won the GLOBES Best in the World.

"There were some stand-out entries, but gen­ erally in the Gold through Bronze area of selec­ tion, judging was tight and often there were just a few points in it. This reflects the rapidly growing

quality of work currently being produced through­ out Asia. I would urge more companies to enter more work next year. There is good work being done throughout the region, and official recogni­ tion at Asian and global levels through the PMAA and MAA Worldwide GLOBES Programmes are good for entrants, and good for our industry. Pro­ motional marketing is a fast-growing area and obviously one where good strategies and creative executions need to be recognised and rewarded.

And remember, award-winning entries can come from any category at any budget level. A big budget is not necessarily a first step into winning awards." David Bridgman, Chairman of Judges for PMAA 2004 and Regional Director Asia, for Publicis Dialog. "Promotion Marketing is experi­ encing exponential growth in Indonesia as more and more products and services realise the inher­ ent value and benefit of establishing direct con­ tact with consumers. Madhur Shorey, Marketing Communications Consultant from Jakarta and

® aDOIMARKETINGCOMMUNICATIONS

PMAA Zonal Director for Indonesia."

"Promotion marketing practice is growing rapidly in Malaysia. Brand owners favor promo­ tions and events because brand experience are created via relevant brand activities & money cannot buy experiences. Promotion marketing is also a discipline that is measurable, an inc­ reasingly important requirement for brand own­ ers. This growing industry has created a lot of career opportunities for young marketer and PMAA is a great platform for everyone to bench,1 mark themselves against the best in Asia" Joe Wong. Associate Account Director Euro RSCG Partnership: Kuala Lumpur and PMAA Zonal Di­ rector for Malaysia.

This year 45 PMAA Winners will take on the best from Europe, the UK, USA, Canada, Australia and South America, in the Marketing Agencies Association Worldwide, GLOBES Programme.

2004 MAA GLOBES Winners will be announced on Oct 26 in Miami USA. Continued on page 50

FinanclalDany

theSun

OiSun2Su

www.sun2surf.co

www.theedgedaily.com

Published by the

group of companies

PMAAWinner

Best Retail Account-Specific or Channel Marketing Activity

Gold

141Worldwide-Philippines

HSBC

RED Instalment

Tequila Hong Kong

Heineken Hong Kong

Eric Kot & HeinekenCross-over Promotion

Gold

Euro RSCG 4D. China

Intel

Silver

Lowe Thailand

Coca-Cola Thailand

Your World. Your Way. Your Coke

Silver

Tequila Singapore

Pernod Ricard Asia

Ogilvy Action Singapore

Tincel Properties

Bronze

Bronze

•Best Sponsorship or Tie-In Campaign Gold

Pepsi Foods India

Pepsi Foods India

Pepsi India ICC World CupCampaign 2003

Silver

East Marketing Group. Korea

LG Electronic

LG ActionSports Championships

Virtual Marketing India

Bharat Petroleum Corporation

Speed Run 2004 -TheQuarter Mile Rush Campaign

Bronze

Gold

Draft Singapore

TNT

Boomerang Use & RewardsProgramme

Silver

Tequila Singapore

ESPN Star Sports

ESPN 'Horseshoes'

Ogilvy Action Singapore

Singapore Post

I 'Love' Mail

Bronze

•Most InnovativeIdea or Concept No Winner

Silver

Draft Indonesia

Unilever Indonesia

PosCuci Piling

Turner International India

Bharat Petroleum Corporation

BPCL Lucky Litres

Tequila Singapore

Pernod Ricard Asia

Royal Salute 'Ultimate Celebration'

Virtual Marketing India Virtual Marketing India

%

Coca-Cola India

www.myenjoyzone.com

Varma Corporation

www.indiafm.com/dmh/

Virtual Marketing India

ESPN Star Software

XMrfSia Pacific Singapore

Nokia Asia Pacific

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Gold

No Winner

Silver

141 Worldwide-Philippines

HSBC

PIL Back to School

Euro RSCG 4D Malaysia

BonusLink

Bcmus Link One Swipe couldCher ~ -jr Life

Rapp Collins. Indonesia

Sony Ericsson

Dealer/Saies Force Campaign

Gold

Bates/141 Singapore

Asia Pacific Breweries Singapore

Elevation: 245 (Concerts onthe Road)

Silver

East Marketing Group. Korea

LG Electronic

141 Worldwide. Singapore

Sony Electronic Asia Pacific

Best Brand-Building Campaign

Bronze

Gold

• to| Even"'1'

Best Dealer or Salesforce Activity

Bronze

pBest Use of Direct Marketing

GNTT^ Horseshoe'

ESPfTC "ports

Tequila Singapore

Bronze

•Best Multi-Discipline Campaign

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CAMPAIGN TITLE

AGENa

LG/..

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Sony Cyber-shot Advertorials

•Best Cause or Charity Marketing Campaign Gold

141 Worldwide. Singapore

Silver

No Winner

Bronze

No Winner

Hewlett-Packard Far East

HP Plane'

% %.'»

jjjf Best EventMarketing Campaign Gold

Bates/141 Singapore

Asia Pacific Breweries. Singapore

Elevation: 245 (Concerts onthe Roof)

Silver

East Marketing Group. Korea

LG Electronic

' 'LG ActionSports Championships

Eventus Consulting. Singapore Civil Aviation Authority of Singapore

, Flight of Friendship Children'sArt Contest

Bronze

pBest Small Budget Campaign ng TemWIarketing Campaign Cerebos/Lowe Thailand

Cerebos Thailand

Gold

East Marketing Group. Korea

Korea Johnson

Glade Clean Air Placement DEMO

Silver

Ogilvy Action. Singapore

Singapore Post

I 'Love'Mail

Euro RSCG 4D/Field Force Taiwan

Glaxo Smith Kline (Taiwan)

Poiident's Denture Hygiene Care Program

Brand's Summer Camp

i\lo Winner Bronze No Winner Pepsi Foods India. Pepsi India. ICC World Cup Campaign 2003 Live in theNews China Mobile New

China Unilever Indonesia

Axe Pulse Launch

India

Entertainment Network India

Radio Mirchi 9-8-3 Kismat KholDe

quila Singapore

Pernod Ricard Asia

Royal Salute Ultimate Celebration

Indonesia 1 Network

Euro RSCG 4D China. Intel Everywhere.Intel + McDonald'sCampaign

East Marketing Group Korea. Glade CleanAir Placement DEMO Campaign

Euro RSCG 4D/Field Force Taiwan. PolidentDenture Hygiene Care Program

Tequila Hong Kong. Eric Kot & Heineken Crossover Promotion

'/inner ates 141 Korea American Home Assurance Korea

Mom & Daughter 141 Worldwide-Philippines. HSBC RED Installment Campaign

Tequila Singapore

Pernod Ricard Asia

Chivas Regal What's Your ChivasLife?

Bates/141 Singapore. Asia Pacific Breweries. Elevatkxr.245 Concerts on the Roof Campaign

En* --mpnt NetworkIndia

Entertainment Ne.-vcT 'ndia

Radio Mirchi 9-8-3 Kismat KholDe

Thailand

Cerebos Thailand

Brandt Summer Camp

141 Worldwide Singapore

Shell Eastern Petroleum

Shell Escape Program^ Relaunch

-Business Campaign

Euro RSCG Malaysia. Bonus Link. One Swipecould Change your Life Campaign

Lowe ""lailand. Your World, Your way, YourCoke Campaign

Draft Indonesia. Unilever Pos CudPiring Campaign No Winner

Silver

No Winner

m aDOIMARKETINGCOMMUNICATIONS

Virtual Marketing India, www.lndiafm.com/dmh/Campaign

.atory fire extinguisher like 5,517 snatch thefts reported within 150 days alone.

1.6 million Malaysians are diabetic.

1 out of 19 women at risk of getting breast cancer.

Early detection saves lives.

3 rape cases reported daily. 75% of rapists known to victims.

Bank Negara reports strong Q2 GDP growth.

mynews network

In-depth reporting for only the important news that matters to you

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