Adoi Malaysia 2004 March-April

For your brand to stand out from the rest, look to our range of customised environments.

I 4

Classic Environment

Extension Of Brand's TVC

Acquired Programming

Repackaginq Existing Programme To Leverage Brand Value

And when I surf I dick with TMncf [ Cli«k With Ally McBe

JM

BMWW- .

m 1

ifiiaffll

sswas

liPSlffiffl

mm

""

mm m

i»iil

{

Producing A Tailor Made Programme

II!w! flMMHHm

-

// :

Blliifiill Promotion Led ^

HMMHINPR

f Trade Mark , Diversification (TMD)

TREASURE THE Tlu; n

.

±1 Musicmercia

brand Whether it be sponsoring a particular tv programme, creating a niche TV show or simply looking for special tv commercial spots, our team of brand-building experts can fulfill your needs. Call 03-255 1177 to find out more. think beyond

Mar/Apr2004

Editor's Note

REGIONAL PUBLISHER Harmandar Singh aka Ham ham@pop.jaring.my

WHILE Malaysians are caught up in election fever, it is interesting to draw some parallels with the action going on in our ad industry.

One of the biggest phe­ nomenon that has emerged in our industry is 'new business' lobbyists. Over the years, these 'middlemen' have been instrumental in securing busi­ nesses for agencies based on their intimate relationships with some big spending clients. Nowadays, they shamelessly dictate their terms upfront for providing the linkages. As we all know, advertising spend is rarely near the pro­ jected figures, thus making dealing with these 'bro­ kers' more tricky.

The mere mention of some big account being set up for a pitch will send scores of such lobbyists, proclaiming they can make the difference if the agency wins the account or not. Everybody seems to know everybody. Just because one such person went to school with the decision-maker on the business, seems to qualify the lobbyist's influence in securing the business.

Million-ringgit businesses have been awarded in the past without an open tender been called for. And the worse part is, everybody knows!

CONTRIBUTORS Josh Sklar Dean Johns Kurt Crocker Greg Paull Roger Pe Nicky Watts ART DIRECTION/DESIGN TM Ali Basir ali@ham.com.my Amirul Hafiz @Faisal amirul@ham.com.my ADVERTISING EXECUTIVE Rameshvinder Singh ramesh@ham.com.my Mobile: 012 205 6217 OFFICIAL PHOTOGRAPHER Jen Siow/Jen Studio

With the refreshing changes our Prime Minister has been championing of late, we hope these prac­ tices will be a thing of the past. Transparency, accountability, meritocracy - qualites that form the bedrock of our business are the same values that our PM believes in.

Those who still tread the path to prosperity using age-old 'cable' connections, beware. Because, it has become common knowledge amongst our industry as to who knows who, who's on the take, who's going to win no matter what, and so on.

Only when we banish ourselves of this 'you scratch my back, I scratch yours' routine, will we be able to compete. As long as big government accounts are won on the basis of buddy-buddy deals, our com­ petitive edge will suffer, our creative output will be compromised and our standing will be affected.

So if you're meeting a lobbyist at a hotel lobby anytime soon, just remember: somebody is watching you.

Undilah Barisan Nasional!

Respectfully,

aDOl I WHAT'S HOT INTHSISSUE

PRINTER Hin Press & Trading Sdn Bhd

HIGHLIGHTS

DISTRIBUTION

Dean Johns: The prodigal Shun Greg Paull: A question of ethics Nicky Watts: Branding Wars Kurt Crocker: Is show biz really biz?

Malaysian Media Congress 2004

Five E-Comm Sdn Bhd ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia.

Tel: 603-7726 2588 Fax: 603-7710 0522

08 20 20 22 53

SPECIALS The Gunn Report 2004 Brand IQ - ready for the challenge?

ADOI Free Classifieds Amitabh Bachan talks to ad guys!

MALAYSIAN ADVERTISERS ASSOCIATION

Josh Sklar: It's still a new brand medium

® All rights reserved by Sledgehammer Com­ munications (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 omis­ sions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not neces­ sarily represent the views of the publisher or editor. Advertisements are the sole responsi­ bility of the advertisers.

46

INTERACTIVE

Memoer UT

Audit Bureau of Circulations

18 18 42

16

1 CREATIVE SHOWCASE 1

Naga DDB: Painting on a bigger canvas Dentsu: X-stream creative

36 38

|EXCLUSIVE INTERVIEWS Tay Guan Hin colours up Grey TV3: What television advertisers have to say A true Filipino Creative Legend Gavin Simpson Wins his place at DYR Carat takes shape

04 26 28 32 44 3D0!MARKEHNGC0MMUNICATI0NS| 3

CoverStory

CAREER MILESTONES 2004 -present Grey Global Group Regional ECD of SEA

1999-2004 Leo Burnett, Singapore Creative Director

1994-1999 Saatchi & Saatchi, Singapore Senior Art Director

1993-1994 DNC Advertising, Singapore, Associate Creative Director

1990-1993 Kresser/Craig, Los Angeles, Art Director

1987-1990 Art Center College of Design Pasadena 4 |dDO!MARKETlNGCOMMUNICATIONS

TAY GUAN HIN has an illustrious creative career and a wide-ranging portfolio of experi­ ence. His formative years were spent at Kress­ er/Craig Advertising in Los Angeles, a position he secured after he won the Best of Show in the first ever Los Angeles Creative Club Stu­ dent Competition. After a short stint as Associ­ ate Creative Director with DNC Advertising upon his return to Singapore, Guan Hin joined Saatchi & Saatchi, where he played a pivotal role in winning additional business and awards for clients such as Toyota, Lexus, Tiger Beer, Hewlett-Packard and Procter & Gamble.

Guan Hin's career path then led him to Leo Burnett, where he was quickly promoted to Creative Director for his outstanding creative achievements for clients such as SingTel, Asia Pacific Breweries, McDonald's, Raffles Inter­ national, Standard Chartered bank, F&N and Nippon Paint. His creative leadership whilst at Leo Burnett propelled the agency to the rank of the 5th most creative in all of Asia for two consecutive years in Campaign Brief Asia.

On an individual level, Guan Hin has been ranked amongst the top ten creative for

the past four years, and has enjoyed personal successes in the One Show, D&AD, Cannes, Clio, Asian Advertising Awards and AdFest.

A judge at award shows and frequent speak­ er such as the One Show in New York, he was recently Chairman of Singapore's 2003 Creative Circle Awards, making him only the second Singaporean to receive this honour since the 1960s.

Grey has filled an important gap in its creative hierarchy with Guan's appointment.

Jeff Orr, Grey's AsiaPacific Executive Creative Director had been doubling up in many key markets in previous years. In his position as Executive Creative Director, Guan Hin will be overseeing the Grey Global Group's creative departments across three operating companies - Grey Worldwide, Grey Direct InterActive and Grey Two (G2) for the Southeast Asian region.

Why Grey?

Why not? It has always been my desire to expand regionally, and I certainly see opportu­ nities to do so with Grey. I see tremendous growth potential for the agency within the

The new view from the top!

region, and look forward to taking on the opportunities and challenges that will arise.

Grey Malaysia is the regional headquarters for Southeast Asia and it's geographically suit足 ed to attract more opportunities and challenges within the region. The global network is now showing great signs of creative change - David Alberts has been hired in London and the Cannes Outdoor Grand Prix was awarded to Grey New Zealand just last year. Besides, management is supportive of the creative prod足 uct. But most importantly, it's the opportunity to bring out the true colours of what this agency is capable of. In fact, Grey Malaysia was ranked the hottest agency in 2001 in Cam足 paign Brief Asia.

If you absolutely must, it cuts straight too.

Just how passionate are you about pushing yourself to succeed?

Let me share my humble beginnings. It all started while I was studying at the ArtCenter 13 years ago. I can recall vividly how Asians studying advertising were not per足 ceived to understand the American culture.

I struggled through school determined to

Guam's ad for a hedge trimmer that started it all

aDOiMARKETINGCOMMUNICATIONS 5

CoverStory

"Grey by name; not by nature. Grey's name is not glitzy. It's not even flashy, nor rocking, extreme, sexy, wild,nor is it at the height of fashion.Which is surprising. Well, to me it is, because some of the more colourful characters within the agency certainly are all those things and more.Of course there's the passion and pride in their work. But, hidden away, behind closed doors, late at night or early in the morning. Or even outrageously throughout the day,the more exuberant amongst us pursue their other more secret passion. So, to Grey's most colourful characters we dedicated this campaign.Those with the passion for professional excellence. And, hidden in the fine print in the course screen,we whisper their personal and most hidden talents." Patrick Daly, Creative Director of Grey Two, commetning on Grey's new office mural.

succeed after graduation. In 1990, the Los You're known to be even-tempered....

Ha, ha. Hopefully that will help me pro­ Angeles Creative Club held its first ever Stu­ dent Competition. Bob Kuperman (at that vide a clear sense of direction. Advertising is time the President/CEO - Chiat/Day/Mojo) already such a stressful business and can among other top names was on the judging sometimes be confusing when we're trying panel. Everyone in my class participated. to meet client's deadlines. We need to con­ During the awards ceremony, I saw my class­ centrate on what's really important instead mates receiving one award after another. of rushing out what's urgent.

In today's competitive environment, we Depression hit me!

As I started to walk out of the auditorium, need to provide clients with more than one the best of show winner was announced. contact point to reach consumers. Strength­ And I couldn't believe my ears as I walked up proudly to collect the trophy and US$1,000! So that's how I got my first job during a recession.

It's adversity that brought out the true colour in me. I depended on the learnings I got from school instead of believing in myself. A mistake I won't repeat with others.

Re-igniting the creative passion in the department is crucial from the very begin­ ning. I hope to provide the right stimulus that will create a more energetic environ­ ment by fostering a strong cohesive team spirit which encourages my team to think Ajj cojourfui characters, packing it in. freely. Building on the trust with my cre­ ative team is my first step. Without trust it's ening the creative forces across Grey's spe­ impossible to get things going. I don't cialist skills of direct, promotions, as well believe in leading by telling people what to as below and above the line is my next do; it's a short term solution to achieving goal. Everyone has a part to play in finding results. Sure they will make mistakes, but the right mix of effective communication that's life. We learn through the process. disciplines resulting in high visual impact Instead I ask them what they would do first that will grab consumer's attention at the before I make any suggestions. Ultimately, if right time.

I hope to inject fresh thinking to the way they make a choice it's their responsibility to we approach briefs. To be able to tap onto or ensure the final outcome. Hopefully it's a unravel the truths on human insights which good one!

6 dDOIMARKEflNGCOMMUNICATIONS

will inspire us to do work that's relevant.

And in the process, discover our true brand personality that differentiates us from the competition.

You judged at the Malaysian Creative Circle Awards last year...

Yes, and I was exposed to the best adver­ tising Malaysia has to offer while judging the first MC2 awards last year. Although I'm familiar with the work done in Burnett's, which I've always admired, Saatchi's and Ogilvy are now pro­ ducing work that's highly visible.

Overall, the standard of print and tvc is quite impressive. After I've adapted to a whole new culture, my team and I will have to lots to catch up on, but I'm very confident that we will raise the bar.

Overall, it's the fun in the cre­ ative process that stimulates and inspires me. And I hope that this energy of fun will rub off onto the rest of my team. As we're con­ stantly expanding, I'm also always on the lookout for hungry and tal­ ented creatives who are willing to join us for the ride.

Grey has challenged me to transform the agency but it's actually the varied personal­ ities, diverse backgrounds and vibrant tal­ ents in each and every department that will make up the agency's true colours. After all, it's my job to see the agency not as it is...but what it can be.

Because from now on we'll be anything but grey. We'll be Bronze, Silver and Gold! ©

Feel the oTV vibe i

*sr

American *^0^aturday - 3.00pm Friday - 9.4i>p" (Results show)

•:

I

.thX"*0*"

ng i I

TV t V^e're afferent-

ClubEvent

Guest-of-Honour. Chester presenting a BMWCLUB shirt to Mr. Wolfgang Schlimme, MD of BMW Malaysia, flanked by Kelvin Hong, during the recent Mileage Drive to Bukit Tinggi.

Ladies & Gentlemen, start your engines.Mean machines getting ready before the flag-off to BukitTinggi from Centerpoint, Bandar Utama.

Showroom shine. Matthew of Meguiar's explaining the importance of auto detailing to BMWCLUB members during the recent car detailing clinic organised by Meguiar's and Ultratune.

One for the album. A group shot taken at the rabbit farm ofBukitTinggi.

Power & Control. The crowd admiring BMWCLUB of Malaysia's entry for the recent drift event held at SIC recently.

Revving it up in style with BMW...

THE passion to dwell deeper into understanding and experiencing one of the most sophisticated man-made driving machine was what fuelled Chester Cheng, the founder and President of BMWCLUB of Malaysia, to initiate an online forum specially dedicated to Ultimate Driving Machines (UDMs). In February 2003, the www. bmwclub.com.my sparked the birth of a unified community of BMW enthusiasts.

To date, there are more than 900 registered members. Ignited by a common passion for all things great about BMW and fuelled by the spirit of friendship, the Club successfully

10|3D0S MARKEHNGCOMMUNICATIONS

implemented a calendar of events and outings We have ample activities lined up this year for including track days at Batu Tiga and Sepang BMW enthusiasts and their families" said F1 circuits, car detailing and technical clinics, Kelvin Hong, Pro-Tem Committee Vice President road trips/convoys to various holiday destinations of BMWCLUB of Malaysia. in Malaysia and charity events. Most of these It's definitely a sight when UDM owners events have been supported by renowned meet for their regular meets be it informal automobile-related brands such as Meguiar's, gatherings or social functions. Alleyes are focused UltraTline, Nokian and Glasurit. Some of these on these beauties that range from classic to the events were even televised and attended by latest models. Looking for a reliable used BMW? BMW MALAYSIA. Ultimately, the formalization Looking for a reliable workshop to service your of Malaysia's Official BMWClub is inevitable. 'precious'? Why wait? With just a simple click to "In no time, this will be one of the most our website, you can enter a new and exciting active, exciting and fun-filled car club in Malaysia. world of motoring experience.ÂŽ

You are looking at a truly stunning work of art. I And an orchid.

The BMW 325i Exclusive. Form and function in perfect balance.

Just as the orchid is a symbol of nature's perfection, the BMW 325i Exclusive is a symbol of BMW's passion for exquisite car design. Because it's not just about looking good, it's about feeling good as well. All the elements of luxury driving are present, including elegant Chameleon Black Grey leather upholstery, the new headlight washer system, Xenon headlights and star spoke 17" alloys. The BMW 325i Exclusive. Truly a driving masterpiece.

BMW 3 Series

New Line Edition

www.bmw.com

Sheer DrivingPleasur

BMW Malaysia Authorised dealers: LEE MOTORS AUTO CARE Alor Setar Tel: 04-733 7003 Fax: 04-733 7780 AUTO BAVARIA Penang Tel: 04-281 3866 Fax: 04-282 8261 AUTO BAVARIA Kuantan Tel: 09-566 8966 Fax: 09-566 8117 CARTRADE Ipoh Tel: 05-545 4500 Fax: 05-548 4133 AUTO BAVARIA Glenmarie Tel: 03-5569 3900 Fax: 03-5569 3928 CARTRADE Kuala Lumpur Tel: 03-2161 4900 Fax: 03-2164 6900 AUTO BAVARIA Segambut Tel: 03-6251 2599 Fax: 03-6257 7173 AUTO BAVARIA Bukit Bintang Tel: 03-2142 2288 Fax: 03-2142 2289 AUTO BAVARIA Sungai Besi Tel: 03-9222 0540 Fax: 03-9223 0850 WANIJA INDUSTRIES Seremban Tel: 06-762 5922 Fax: 06-763 6853 SEONG HOE MOTORS Melaka Tel: 06-282 2422 Fax: 06-283 6869 AUTO BAVARIA Johor Bahru Tel: 07-238 4580 Fax: 07-238 4889 ANG TRADING & MOTOR CREDIT Batu Pahat Tel: 07-432 6270 Fax: 07-434 3878 AUTO BAVARIA Kuching Tel: 082-412 351 Fax: 082-244 036 Car specifications may vary from the model shown above.

"• — We knew you

f

-

-KVC"'-

aooi

i

would read this.

'

rsian

Media Congress • April 21 • The Prince Hotel, Kuala Lumpur

| MALAYSIAN

Big questions about Print!

1 CONGRESS '04 Endorsed by IAA & MAA

PN BALJI has 33 years working in news­ papers. He started two major newspapers under his watch, The New Paper on Sunday, a publication of Singapore Press Holdings, and MediaCorp Press' TODAY. A Wolfson Scholar, before launching his career with MediaCorp, Balji was for near­ ly a dozen years, the Editor of The Nevo Paper, which he turned around from a lossmaking entity on the brink of corporate extinction to the thriving and lively news­ paper it is today.

His profile as a doyen of the media scene has made him much in demand on the media circuit locally and abroad as a news­ maker himself, and he has much to con­ tribute to newsmakers on how to work with the print and broadcast media. Balji is a highly sought after speaker on the interna­ tional lecture circuit.

What are the challenges you see in the horizon?

I think the biggest challenge is under­ standing the reader. He/she is going to be more demanding and more circumspect.

With TV providing news instantly, in liv­ ing colour and with sound and motion, readers are going to treat newspapers not as essential items anymore. Newspapers have to reinvent themselves. There is no way newspapers can fight TV on news per se.

They have to move towards analysis, analy­ sis and more analysis. The way newspapers report news has to change. The "he said, she said" must be thrown out the window.

Instead, newspapers should focus on why he or she said what heor she said.

Any other challenges?

Yes, the lines between advertising and editorial articles are getting blurred. As newspaper owners become more and more obsessed with the bottom line, pressures are going to be put on the newsrooms to relook their church versus state stand on advertis­ ers. One big question newsrooms will have to resolve: How to write up stories about advertisers and their products with com­ promising editorial integrity? It will be bet­ ter for editors to resolve questions like this before the big typhoon in the form of the owner rams through the change..

14| aD0!MARKET1NGC0MMUNiCATI0NS

You have launched two newspapers in the last 15 years? What are your experiences and lessons?

Both were exhilarating experiences. So exhilarating that I would not want go into a third launch. The New Paper, the afternoon tabloid launched on July 26, 1988, was a sobering exercise. The core team thought they had done all the right things before launch.

Exhaustive surveys, identifying and refining the paper's formula and target audience, selecting the right staff and training them, get-

I ting the advertisers on board...the list was end­ less. In the end, when the product appeared on the streets, there was a negative reaction. Sales, estimated to hit 55,000, could reach only 35,000. Panic buttons were pressed and the product had to be revamped immediately. It was traumatic for all of us. So what went wrong? Simple. People don't tell the truth when they are surveyed unless follow-up ques­ tions are asked. I learnt to take readership sur­ veys with a pinch of salt from that day.

So when we launched TODAY on Nov 10, 2000 we put some art into the science of understanding the reader. We decided to rely on the gut feeling of the people in the launch team involved, looked at all the newspapers in the market place, their reach, target and edi­ torial philosophy and identified a possible vac­ uum. We identified two areas which we felt were not being filled at that time: a paper that would give intelligent sound bites of local and world news for a population that is always on

the move and one that is hungry for incisive reports. We seemed to have hit the nail with this approach. Readers and advertisers embraced the paper almost immediately.

If you were asked to pick the biggest prob­ lem in newspapers in your country, what would that be?

Journalists.

That is surprising. Why? Well. I think most of our journalists have stopped writing for the reader. They write for themselves, their spouses, their friends. They don't make it a point to understand the needs and wants of their reader. They shackle themselves in age-old traditions which cripple their energy and creativity. For example, the definition of news. What is news? It need not always be something that happened yesterday, or be a scoop. It can also be a well-written analysis, a probing interview with a news maker etc. Newspapers are still hung up on dividing news into local and foreign and busy.

I question that. Why can't local and foreign news be mixed in a page? Especially now that foreign news, especially those events that hap­ pen in a country far away, can have a big impact on our lives.

Now that you retired from active journal­ ism, is there any chance that you will return to launch another newspaper?

I have this great desire to launch a news­ paper for women. I think there is good scope for such a paper. Slightly more than 50 per cent of the population in Singapore are women. Slightly more than 50 per cent of the working population are women. And most of the spending decisions at home are made by women. So why not a paper written and edit­ ed by women? I don't mean a paper that will attack men, or tell women what kind of cos­ metics to use. It should report news the way other papers will report but with a woman's perspective. In short, a woman's take on news.

If you know of any entrepreneur who is pre­ pared to put in the money I am prepared to come out of hibernation.© Balji will be talking at the Malaysian Media Congress 2004 on April 21 at the Prince Hotel in Kuala Lumpur.

For details, email ragoosledge@yahoo.com

Uraiil ENYEBAR FtKtRAN RAKYA

MALAYSIA

MALAYSIA

Continue to lead with the

Readership Circulation Mingguan Malaysia - 2.604 million Mingguan Malaysia - 580,086 copies NMR OS 03 CJan '03 - June *033 Utusan Malaysia - 1.447 million Utusan Malaysia - 253,840 copies NMR QS 03 CJan '03- June '033

A

Source Audit Bureau of circulations / Nielsen Media Research Build your brands with us, contact

^

UTUSAN MEDIA SALES SDN. BHD,

( l 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

aooi

InterActive

It's Still a

New Brand Medium mmi evutvww

BY JOSH SKLAR Founder LogicWotks- josh@logicwof1<s.us

IT'S remarkably easy to find top consumer brand Web sites that are prime examples of how to not vise the medium. That's the typical, cyni­ cal Josh Sklar approach to looking at what's out there. As online marketers we've largely done such a bad job of connecting consumers with their brands while not informing them in ways that meet and exceed their expectations that whenever I'm doing my own research, I know it will take some effort to gather everything I need in order to make an informed purchasing decision. So how delighted I was to come across http://www.acura.com while looking for a new family sedan.

My only potential criticism of the site is that it is produced nearly entirely in Shockwave Flash (see my September 2000 column: "APAC Web Sites - All Flash, No Substance"). However Macromedia, the company that brings it to us, claims that as of 2004, 97% of Web-enabled desktops and devices worldwide have the Flash Player or plug-in installed and there are over one million developers out there who promote it. Now there's a big difference between having something installed and knowing that it's used or even appreciated, but I guess the logic is that we can't always design for the lowest common denominator. If top companies are unwilling to move technology along by showing the way, we'll never progress at a clip that will do the ever-more-powerful platforms and available bandwidth justice. As for companies that have firewalls that don't allow the movies to play, well, perhaps employees shouldn't be shopping at work and if they're official buyers for the group, the IT department can easily give them individual access so they can do their jobs. As a quick digression I would offer this piece of advice: never let an IT person tell you how you have to do your job. They are service units who should give you advice and then let you make the decision so long as it doesn't put the entire company at risk. Never let them exaggerate dangers and blindly scare you with their dou­ ble-speak.

Now what Acura does do beautifully is to infuse the site with the air of a sophisticated, luxury brand through its use of elegantly lay­ ered elements offset with light shadows, bril­ liant whites and cool grays. The palette does not belie the brand and lets the images speak volumes by not interfering with or shifting focus away from the products. When the user slides a mouse over one of the model names that constitute the top navigation bar, a clear, photographic representation of the vehicle

16| aDOIMARKETlNGCOMMUNICATIONS

1Ow Stftty (fcrra

quickly slides into place over the now darkened unfortunate practice of consumer product main page visual along with a tag line and a manufacturers to allow product managers call-to-action to "Learn More". They take autonomy. The usual result is an unbalanced advantage of the medium at every turn in order way of showcasing each item. Some have com­ to guide, encourage and solicit not only positive plete references guides, demos and help cen­ ters while others may just give the barest details. Acura recognizes that each and every one of their vehicles must be given the exact same level of respect and consideration. As all embody the brand, what is the message to a potential customer if only half the items on ... All of the models offer are fully described through features? That present plenty of images only some of their products are worthy of the and copy geared to enticing company's attention or budget? If it's not their respective target audiences. important to the company, why should the con­ sumer care about it?

They all provide mechanisms All of the models present plenty of images for examining the cars' interiors and copy geared to enticing their respective and exteriors in a plain, target audiences. They all provide mechanisms for examining the cars' interiors and exteriors easy-to-use manner that in a plain, easy-to-use manner that reinforces reinforces the refinement the refinement of the automobiles themselves. of the automobiles themselves.

The entire line allows the prospect to play The entire line allows the prospect video of the vehicles in motion, rotate them from the inside and outside in 360 degrees and to play video of the vehicles do all of the normal due diligence through in motion, rotate them from the FAQs, payment calculators, quote requests, inside and outside in comparators, "build & price" areas and so on.

360 degrees and do all of They go one step further though and offer an "interactive showroom" for each that actually the normal due diligence through FAQs, payment calculators, takes the trouble to explain every single key benefit via voiceovers, animation and interac­ quote requests, comparators, tive components. They leave nothing to doubt, "build & price" areas no question unanswered and continually do everything they can to make the user feel as if and so on... the car is a fine piece of craftsmanship that will be an ideal purchase.

So many consumer sites spend all of their time putting in raw data and working on the overarching corporate brand image that they responses that will help Acura lead their poten­ absolutely neglect the information that won't tial consumers to a page, but to constantly sell just answer some basic questions for the and inspire in very subtle ways - ways that are prospective purchaser but will motivate them to cues to how Acura probably intuitively designs actually form an emotive attachment to it, not simply the corporation. ...and, yes, we're proba­ its products.

Each model is treated consistently. It's an bly going to get an Acura TL!©

COME

THE WORLD OF

IT MEDIA SOLUTIONS COME

VISIT

WWW.JD-MEDIA.COM.IVIY

LoadedGunn

IQ Test your knowledge about brands with the following Quiz. Score grading: 15-11 Excellent, 10-8 Good, 7-4 Fair, Below 4 so-so. Enjoy!

1. What year was Fernleaf full cream milk powder introduced in Malaysia?

2. What is the name of the company which was later called I-Berhad?

GUNN

The 100 most

5. Exotic sports car player Lambroghini SPA is a subsidiary of which company?

6. What was the first curry brand to start to advertise on Malaysian television?

7. Oral-B toothbrushes were on board which Apollo mission?

8. The NIVEA brand name is derived from the Latin word 'nivis'. What does 'nivis' mean?

9. In 1999 Nescafe launched an ad campaign in Malaysia with a new theme which shifted from product-centric marketing to attitude centric marketing? Name the theme of the campaign.

10. In what year did MILO celebrate its 50th Anniversary in Malaysia?

awarded commercials

awarded commercials and campaigns worldwide in 2003

3. Who are the creators of the Ebel brand of watches?

4. Where did Ayamas begin its original plant in 1982?

SHOWRH8L Of> TMB YSAft GUNN

SHOWRIIt, or TH1 YEAR

Gunning for 100 Most Awarded w Commercials & Campaigns Worldwide in 2003

11. How many packs of MAGGI Noodles are consumed every day in Malaysia?

12. Before Nestle acquired the Kit Kat brand in 1988, which company owned the brand?

13. Which famous Hollywood film director creat­ ed Intel's first television commercial in 1992?

14. Gardenia bread attributes its product recipe to which person?

15. Which is the first newspaper to print fullcolour ads in 1937 using rotary printing machines? ipny

•£

pvifidg sduisnpiq (JAJJ o&uvc;

z

sdiuii

majv SJ iqvpV

9

soonq d§A09Q

£7

d[} uddo

'6

uoifjuu i

'n

uinig doijy pun zuaSng

£

IT oi\ody •£ uiiunoojg dpu/j 'pj 000Z VI MOUS '8 Xfl dd.miMOX S86I AOthmps 'vuarj wipnyj

Zl 1 p

18| aDOIMARKEHilGCOMMUNICATIONS

SHOWREEL OF THE YEAH

SHOWREEL OF THE YEAR

Donald Gunn

A very warm welcome to the fifth annual edi­ tion of the Gunn Report and Showreel of the Year, which is produced and presented in asso­ ciation with FlaxmanWilkie. The job of this Showreel is to provide our industry (the adver­ tising, marketing and production communities

everywhere) with the definitive screening and reference reel of the world's best commercials of the year.

Selection is based, not upon the choices of a single jury, but on the consensus judgement - as tallied and tabulated for The Gunn Report - of the juries serving at the world's 32 most impor­ tant TV & Cinema award contests of 2003. This represents the totality of the votes and decisions of nearly 500 of the top advertising men and women of our day, all around the world. As you'll notice, there are actually 104 selections on our 2003 reel. Four of this year's 14 biggest win­ ners (Peugeot 206, The Sculptor; Axe, Metamor­ phosis; NSPCC, Cartoon; and X-Box, Cham­ pagne) were on our year 2002 reel.

We wanted to give you 100 new selec­ tions - so these four are repeated, but as a "bonus". And, since campaigns are represent­ ed by between two and four spots as appro­ priate, there is a final total of 153 commer­ cials on the reel.

Emma and Mike (that's FlaxmanWilkie) and I hope that you'll have as much fun and inspi­ ration viewing your 2003 Showreel and sharing it with your colleagues as the three of us had putting it together for you!© vvww.gunnreport.com

Don't let poor sales figures be the death of you.

If you work in retail, you live and die by your sales figures. At Batey Retail, we understand the pressures retailers are under because we've been providing retail advertising solutions to companies for almost a decade. As retail advertising specialists, our main aim is to build business and to build it quickly. This is precisiely what we've done for a number of Malaysia's largest and most successful retail companies. We're sure we can build your business too. Calljeffery Seow on 7729 6686, or email jeffery@bateyretail.com, tofind out how.

BATEY

Opinion

Branding Wars

BY NICKY WAns THIS article in no way wants to draw make judgment on moral, ethical or intellectual issues based on race.

The anecdote that is being re-told was first revealed by my Thmil-speaking friends in the ad industry. The aiya (boss) received a letter from Spain informing him that his company had been 'selected from thousands of entries' to receive a special award for the quality curry powder which it manufactures.

Outside Malaysia, except those who tune in to THR via the Internet, no one has ever heard of his company or the brand of the curry powder. The aiya, called his kanakku pillai (book-keeper) and broke the good news and asked him to prepare a draft for US$2,000. The money, the 'good news' letter said, would go towards 'administrative and organisational' costs.

The aiya was also invited to the grand Asian awards ceremony in Thipeh, where he

would have to pay another US$1,000 for accommodation and the gala dinner.

"But, aiya, you can't go to such a ceremony in your dhoti. I will get the tailor to make you a suit," said the kanakku pillai.

The aiya went to Thipeh, got a plaque and a certificate, and to date, he claims his brand of curry powder is the only curry powder to be internationally acclaimed.

All in all, including the flights, our aiya was poorer by RM15,000. One of the friends, who related this story, tried talking to the aiya, advising him that he had been duped.

"No such thing, yar....l got it in black and white and no one can take it away from me," was his retort. Th those in the know, like scam ads, there are scam awards. But to the Ah Chongs, Alis and Muthus, their reasoning is: ''Why tum down 'reoognition' for our hard work?"

These days, anyone can set up a company with a paid-up capital of RMZ, and overnight, dish out awards of all kinds; there are already

A QUESTION OF

BY IIEG PAII1 In this world that we livin', in people keep on givin' in Makin' wrong decisions, only visions of them dividends Not respectin' each other, deny thy brother A war is goin' on but the reason's undercover Black Eyed Peas - "Where is the Love?"

Who can blame agencies for being upset?

Here is the story of Thco Bell. Thco Bell had a very famous campaign and icon through the 90's - the Chihuahua. Everyone knew it, recalled it, loved it. They did everything short of eating at Thco Bell. Sales were on a seven year decline when three years ago, a new agency (FCB) was appointed. Their first initiative was to 'kill the dog' - they brought in fresh advertising.

Sales increased every month for 36 months.

Parent company Yum!'s stock went up 50o/o their market cap up $4 billion. And the result?

Agency fees were reduced ZOo/o!

Who can blame clients for being upset?

Here is the story of a global marketer in China.

They had a good sized media budget, but didn't feel they were getting the efficiencies they needed. Ex-employees of the agency told them they were not getting an honest deal. Finally, they called in an auditor and found US$ 10m of their media spend had been held by the agency in

20j aOOIMARKEIINGCOMMUNICATIONS

retained discounts. Or another story - the US Government Drugs Council currently has a federal case against three employees from Ogilvy New York, accused of 'padding' timesheets.

A decision will be made in the next few months.

The three employees recently turned up in the US District Court in handcuffs.

Of course, everyone in these scenarios have their 'visions on their dividends' - this is a combination of huge corporate pressures and the need to maximise a return. But people got me got me questioning - 'Where is the Love"?

Ethics in advertising occur at many levels governments in most countries now are particularly tough on unethical or unsubstantiated claims in messaging. But it's the breakdown on ethics between the client and agency that is causing major rifts in the perceptions between each other. While every major marketer has the right to audit in a contract with their agency, many today are acting on this right and discovering too many things they didn't expect. At the same time, there's a consultant to agencies in Australia that is preparing a 'black book' on the worst clients - marketers who call agencies into a pitch scenario just to get free ideas.

Here's four things that would make the agency world a better place to live in 1. Keep evaluations regular, senior and mutual. Tho often, evaluations each year

a few and more will be springing up. The people behind the scam don't target multi-nationals, but go after gullible, family-run businesses.

The awards are dished out to all and sundry and the only criteria is the ability to pay. So, having used to hearing stories of having to pay for titles and abbreviations before and after their names, these people just part with their hard-earned money for a piece of paper, and perhaps, a write-up in some unknown publication, which again can be ordered or re-printed by the hundreds - also for a price.

The proliferation of brand awards has gone on unabated, and the industry seems to be watching this whole scam with their arms folded. Yes, the respective trade associations have warned their members of such scams. but not all can be members of the 2As or the 4As. Both these associations, have at one time or another, expressed their concern on such awards, little has been done to put an end to this scandalous 'business'.

One school of thought is that it is a case of caveat emptor (buyers beware) and that no one can compel any party from entering into an agreement with another. Agreed, but on the whole, when such awards are used in advertisements to promote products and services, it becomes their business. Someone has to bell the cat. Any takers?ti) are just to fill out a form for the worldwide HQ. They should happen every six months - sometimes every quarter in a dynamic relationship -and they should be at the most senior level of both companies.

This is also the time for the marketer to get feedback on their team - and who better than the agency to do this?

2. Move to a fee and invite an auditor in once a year. The sight of talented advertising people in handcuffs in a court should be a wake up call to the entire industry. You don't want to be next. Audits are cheap, efficient and professional - and can prove to a client that their trust is well placed.

3. Get clients to pay pitch fees. We're always asked our view on pitch fees. We think they're great- but too few agencies ask for them and not enough local agency bodies commit to them as a group. Beware though - a pitch fee for our money means any IP will then rightly rest with the client.

4. Celebrate joint victories. Ever wondered why so few clients attend agency creative award shows? Because they rarely cele brate great work for big brands. Once there's a forum for this, marketers and agencies will partner together for mutual reward And the love will come back. ti)

Looking Forward To Their Future

Let our future generation look to the days ahead with hope, confidence and optimism guided on a foundation of val足 ues passed down from one generation to another.

At DRB-HICOM we are hon足 oured to be working toward the advancement of our nation through proactive actions and innovative solu足 tions. We are inculcating posi tive work ethics that teach perseverance, respect and the desire to excel. We are helping to shape the next gen eration of citizens to be lead足 ers of the new world.

we help make things better DRB-HICOM BERHAD (203430 W) Level 6, Wisma DRB-HICOM, No. 2 Jalan Usahawan U1/8, Section U1, 40150 Shah Alam, Se Tel: 03-2052 8000 Fax: 03-2052 8118 E-mail: info@drb-hicom.com www.drb-hicom.com

Columnist

TableT Ik Make your Brand the topic of conversation.

See...this phone really canggihl!

Is Show Biz Really Biz?

... Many may think of the Theatre as "artistic". As some kind of endowment, an addition to our culture. Well it is, and it isn't....

BY KURT CROCKER Creative Director, Drayton Bird, Crocker and Mano

a

» i-H </}

amak' Restaurants Coffee Shops Hypermarket Foodcourts Colleges & Universities Cafes & Delis

Tableview (M) Sdn Bhd (527844-M) 11-8, Block 9 & 11 (Signature Offices), The Boulevard, Mid Valley City, Lingkaran Syed Putra, 59200 Kuala Lumpur.

Tel: 603.2283.5800 Fax : 603.2284.1098 URL: www.tableview.com.my

C^^Ta bleview

WELL now. This is supposed to be a column devoted to Direct Marketing. And so it will. In a way. Theatre. What the heck has Theatre to do with Direct Marketing.

Ok. Let's look at the local theatre scene.

There is no central booking system. You know, technology? You can't buy a ticket to local per­ formances online. Worse still, there is no data capture, of people who are interested, read: potential ticket buyers.

Seems a waste, really. The theatre commu­ nity is, on the eve of their self-congratulatory awards ceremony (like the ad folks don't have?) complaining about stuff like censorship.

Well, a righteous complaint, no doubt. But I'm in the ad biz. And I'm also an actor. The best of both worlds, if I have anything to say about it.

Let's look at the censorship issue first. The first play I was in, in Malaysia, was "Streetcar Named Desire". After a published letter of com­ plaint to a local newspaper, a sub-cabinet meet­ ing was held. The complaints: Foreigners kissing locals. A perceived "sexy" carry. A Foreigner car­ rying a Malay woman (a local film star), her legs around his hips.

The complaint was relayed to us. So we changed all those scenes. That happened Day 3.

A very quick response.

There were no complaints about the rape scene. There were no complaints about the physical abuse. Only about the scenes that were caring, and loving and hopefully forgiving.

Many may think of the Theatre as "artistic".

As some kind of endowment, an addition to our culture. Well it is, and it isn't.

Theatre is and or should be a business. Its intent, of course, is to enlighten, entertain, sad­ den, energize, or brighten the lives of everyone who encounters this live experience. To be suc­ cessful, that emotive experience must happen.

But at the end of the day, theatre is a business.

Let's take an upcoming play, in which I play

a role, for an example. It is a play, produced by Actor's Theatre. I've had the honour of appear­ ing in quite a few of their productions.

The play in question is "A Man for All Sea­ sons". It was produced by Actors Studio in 1991. It was one of their first few plays pro­ duced, and has been re-staged as part of their 15 anniversary.

This one involves 14 cast members. And of course, the usual mixture. A crew, usually comprising of Stage Manager, Assistant Stage Manager, props and wardrobe people, sound technicians, a lighting manager (the venerable Mr. Peters), plus front-of-house people, the guys and gals who manage the tickets and take you to your seats. Plus the Set Designer. Cos­ tume people. PR people, often cum producers who work their butt off and get people to do pre-publicity and arrange photography for little or not enough money.

So where is the business in this? Recom­ mendations.

1) I believe the business of "Theatre in Malaysia" needs to realize that it's a business 2) Technology must be applied to ticket selling on a group basis; that is not just Actor's Studio, but all of the companies 3) More effort must be made to existing goers; e.g. you got e-mail, but there is not a season ticket scheme for any of the companies to date (except the Malaysian Philharmonic - not theater but good going on your subscriber base!)

4) Deal with censorship, but on a united front (yeah, like that will happen) 5) Find a way to nurture talent 6) Form some association that makes "acting" a viable profession.

"A Man for All Seasons", by the way, is an exhilarating look at a real story that examines conviction, deceit, honour, lies, loyalty, religion, friendship, and ultimately, sacrifice. Want to see all that? Opening night, April 10th.®

Did you hear the one about the copywriter who went to see a shrink in a last ditched, desperate attempt to win a One Show Gold pencil?

No? Well, since Ham asked for a few words for this piece, only to reject my first effort about lecherous Indian cab drivers moonlighting as marketing professionals (or was it the other way around ?), you're about to.* OK. So there's our sorry copywriter, lying on the couch.

The shrink, a busy man in this day and age, has just flown through the troubled childhood bit, "You think I don't got parents?" and is preparing to submit the copywriter to a Rorschach test.

In case you don't know, a Rorschach test is designed to examine a patients powers of thought association. (A bit like a Copywriting Workshop in that sense. Strange that.)

In the test, a series of white cards are presented with almost identical ink patterns on them and the patient is asked what he thinks they resemble. A normal person might see a tree or an apple. A complete nutcase might see the Virgin Mary riding into a McDonald's drive-in on a Harley Davidson.

Something like that.

Anyhow.

Down go the cards on the table Our copywriter, bursting at the seams with delusional dreams of the heady life that awaits him, responds in somewhat predictable fashion.

"I see a Porsche!"

"A condo in Bangsar!!"

"A large group of pony-tailed pretenders sobbing into their Chablis on award night!!!"

And so on.

This goes on for half an hour. The shrink makes a discreet note in his diary.

No more afternoon sessions with ad guys.

Finally, the copywriter cuts to the chase.

"Why don't you show me a blank card and ask me what I see?"

"Will you leave then and promise to never, ever come back ?" pleads the shrink.

"Sure." replies the copywriter.

The shrink flips one of the cards over, revealing a plain white space.

"So what do you see?" he asks wearily.

"A small Volkswagen Beetle in the top left hand corner," replies copywriter nervously.

With the words 'Think Small' printed ever so small at the bottom of the page."

Pregnant pause.

"So. What do you think it means Doc ?" asks the copywriter.

'Well, if I had to hazard a guess...' replies the shrink, proceeding ever so cautiously, "...I'd say that since you have chosen to draw a Volkswagen Beetle which, as you know, is a small car.... and since you've chosen to draw this small car ever so small in the top left hand corner of the page, titling your effort 'Think Small9 to boot, your...err... creation is a manifestation of a common insecurity."

'Are you saying I've got a small d*#k, Doc?' 'Basically.'

* This is, of course, an outrageous lie. I would never dream of writing such a thing. The truth of the matter is that we had a little trouble locating the prop needed for the original version of this ad.(Me, in a straitjacket ,with pen in mouth, staring at a blank layout pad, if you must know.) Well, actually, I arrived at a hastily arranged, last minute shoot, after missing the first two. "So, where's the jacket?" I asked. "I thought yow were bringing it" replied the photographer sarcastically. Good one. You too may one day find yourself faced with the prospect of appearing in a trade publication as a madman, wrapped in thirty rolls of toilet paper above a five word headline for, of all things, a copy class. If so, you will be able to resort to any one of a number of advertising formulas I will be attempting to teach you in my upcoming workshop. For this particular exercise, I have chosen Type Ad Formula No.17: The long copy ad, without a headline, that doesn't mention the product name until the very end. Like this: The ADOI Copywriting Workshop, featuring Ben Hunt, March 29 to 31. For bookings, contact Ragoo on 03 7726 2588.

Speakers: Margaret Lim, President Media Specialists Association â&#x20AC;˘ P N Balji, Bang S'pore 'Bryce Whitwam, Lowe Bangkok*Ron Graham, Poster Publicity Asia

would read this too.

Pacific • Catherine Gale, Draft Worldwide • Lee Cheok Yew, MTV •James Yip, MediaCorp Radio S pore • Tony Fernandes, AirAsia Endorsed by IAA & MAA

BroadcastExclusive

Six leading marketing heads have their say on what works for them...

IN the spirit of Sure Heboh, where TV3 has taken to the streets to reach out to Malaysians at large across the nation, TV3 recently did the same with top television advertisers in Malaysia. Here are some excerpts of the feedback they got from leading opinion-shapers in the marketing and media industry...

Nagarajan Pillay - Vice President, Marketing, Permanis Sdn Bhd. Give one reason for advertising with TV3?

TV3 is one of the most progres­ sive and capable television stations in Malaysia. They offer creative programming and promotions to their customers. This ensures cus­ tomers receive optimum value when advertising with them.

Compared to other TV stations, what makes TV3 unique for your product category?

TV3 has a large reach and broad audience viewership. Advertising with TV3 allows Permanis to broaden its market base and reach consumers from various different demograph­ ic categories. This allows Permanis to reach not only their loyal consumers but also potential new ones. Moreover, TV3 provides Permanis with the opportunity to focus on the Malay target market as the station has a very strong Malay viewership. In addition, TV3 has a broader spectrum for the beverage market brands.

TV3 offers widest coverage of our brands' target audience.

Compared to other TV stations, what makes TV3 unique for your product category?

The segmentation of belts by programme genre enables sharper targetting of consumers/viewers within a mass medium like TV. Additionally, they have managed to bond effectively with their target viewers by going to the ground via live events like Sure Heboh. Just look at the response/consumers who patronise each venue when the activity comes to town. Such activities provides us with opportuni­ ties to connect with our consumers beyond the 30" TV copy. In today's environment where consumers are faced with numerous choices of communication, we need to look to connect with them where and when they are most receptive.

What would you want to see improved at TV3?

I'd like to see them leading the charge on new forms of media measurement beyond Reach/Freq/Tarps. Media metrics have not kept pace with marketing innovations. There seem to be an overreliance on the 30" copy for advertising. But the station has evolved into providing more choices to connect with their viewers and we should track these options to measure the effectiveness and efficien­ cies of such choices.

Shahar Noor - Associate Director, Corporate Communications, Panason­ ic (Malaysia) Sdn Bhd. Give one reason for advertising with TV3?

It's the TV station to reach the hearts and minds of the people!

What would you want to see improved at TV3?

TV3 is currently doing a great job. There is nothing much to improve.

However, if improvements were to be made, TV3 can certainly start by updating their programme content to provide viewers with the latest information and programmes available. They can also provide a more focused and sharper positioning for beverage brands to further support the beverage industry in Malaysia.

Ms Cheak Yin Fun - Media Manager, Procter & Gamble (M) Sdn Bhd Give one reason for advertising with TV3?

26| dDOIMARKETINGCOMMUNICATIONS

Compared to other TV stations, what makes TV3 unique for your product category?

It's easy to select and identify the target audience (based on our select­ ed focus media buy) with the sta­ tion's good variety of programs available.

What would you want to see improve at TV3?

Change in the station's id/promo visual and to add more

TV3 CINEMA - MARCH 2004 Lone Wolf McQuade

h y?: programs aiming at the younger generation!

Bharat Avalani - Communication Channel Manager, Unilever (Malaysia) Holdings Sdn Bhd Give one reason for advertising withTV3?

TV3 commands the highest audience/viewershare which from an advertisers perspective provides us quality reach to our target consumers.

Compared to other TV stations, what makes TV3 unique for your product category?

Unilever is committed to impacting our consumers with the right brand experience. TV3 have helped us get closer to our consumers and have been receptive in helping us with creative branded executions.

What would you want to see improve at TV3?

We would like TV3 to become our partners in our endeavour to stay connected with our consumers. In that respect, we hope to co-create more branded content with them.

Melvin Leow - Marketing Manager (Malaysia/Singapore), DRYPERS Market­ ing Give one reason for advertising with TV3?

It started out with TV3 being the top and most mass-appeal TV station that really synergised with Drypers stance and market positioning to our target market.

Compared to other TV stations, what makes TV3 unique for your product category?

The value with TV3 is that they are open and willing to work with the client and make sure that the client's requests are met in one way or another. The creative marketing team that worked on the sponsorship was very involved right from the start, I could see the partnership, enthu­ siasm and initiative at every meeting.

What would you want to see improve at TV3?

"Specialised creativity" that is beyond boundaries (not done before) would sum an opportunity area for TV3. What they offer to clients then could be more appealing and unique, on top of being the big TV giant of Malaysia.

Abdul Aziz Isa, Vice President, Marketing - Ayamas Food Corporation Bhd Give one reason for advertising with TV3?

Good programming that's suited to Ayamas' target market, which is mainly women of all races.

Compared to other TV stations, what makes TV3 unique for your product category?

Audience representation - programmes are better aligned to total population breakdown. This ensures greater reach of consumers.

What would you want to see improve at TV3?

Rates - there must be lower advertising rates. Package deals - clieiffib

"... TV3 has a large reach and broad audience viewership.

Advertising with TV3 allows Permanis to broaden its market base and reach consumers from various different demographic categories.

This allows Permanis to reach not only their loyal consumers but also potential new ones..."

- A. Nagarajan Pillay

•

jk

ly

m

IP (^7)

v

mWLr -s

J.J. McQuade is a Texas Ranger who doesn't exact­

A wUi i I ^°"ow t'ne ru'0S' 's unrulV'

and prefers to work alone, which earns the nickname, Lone Wolf McQuade.

When he discovers some criminals have automatic weapons, he discovers that they were stolen from the military. He tries to handle on his own, as usual, but in the end, an old friend, and a prisoner, whom he was keeping under wraps, are killed. He is then relieved of duty. But then an FBI agent, who also wants to get these guys, offers to help McQuade, and along with a rookie, they track down the mastermind. Cast: Chuck Norris, David Carradine, Barbara Carrera & Leon Isaac Kennedy.

Back to the Future Part II (Mar 14) The second part of the trilmi* if ft

0<3y

begins as Doc, Marty and Jennifer take the timetraveling DeLorean into the year 2015 to straighten out the future of the McFly family. But Biff Tannen steals the time machine and gives his younger self a book containing 50 years of sports statistics, which the young Biff uses to amass an enormous gambling fortune and transform idyl­ lic Hill Valley into a living hell. To restore the pre­ sent, Doc and Marty must return to the events of their previous adventure in 1955 and retrieve the book. Cast: Michael J. Fox, Christopher Lloyd, Lea Thompson & Thomas F.Wilson.

Ill ' mfmM^

Road Trip (Mar 21) Tom Green co-stars as the story-teller in this warped ip *v. r ^0 comedy about three friends (Meyers, Scott and Costanzo) and another guy (Quails) who head from Ithaca, NY to Austin,TX in an attempt to save a lifelong romance.A groupof raucous,college buds living the Frat life decide to have a blowout with a Road Trip of insane proportions.Dad's car,hard partying,nubile and Nubian Princesses, a boa constrictor andTom Green make for a great trip down comedy lane. Cast: Breckin Meyer, Seann William Scott, Amy Smart, Paulo Costanzo, Rubin Carver,DJ Quails.

V >0

In Dreams (Mar 28) Claire Cooper dreams strange 11 things from time to time. One 1 night, she dreams about a little e 4| girl being taken away by a /wJflPf stranger, right in her neigh­ bourhood. When her own daughter Rebecca is kid­ m

^

napped and murdered only a little later, Claire is sure about the chilling truth that her and the killer's mind are connected to each other in dreams.But nobody believes her being able to foresee the killer's next steps, as she could with her own daughter. In addition, the nervous breakdown she suffers gets her into a mental facility after a suicide attempt. And here,locked away in a padded cell, she dreams of her husband being murdered... Cast: Annette Bening, Katie Sagona, Aidan Quinn, Robert Downey Jr.

dDOIMARKETINGCOMMUNICATIONS\lJ

Exclusivelnterview HE once belonged to an agency where copy­ writers were not just copywriters and art direc­ tors were more than art directors. In that hot shop of world-changing ideas, the writers did more: they knew how to draw and art directors were taking a much more aggressive role: throw­ ing in ideas and even writing headlines. When scam ads were unheard of, his agency's creative culture was talk of the town. He was always a part of a group of gungho creatives which upped its agency's awards inventory year after year.

Who doesn't know Mario Monteagudo? He is the Philippines' winningest creative in the Cre­ ative Guild, the award-giving body of the 4A's.

Along with John Hegarty, Neil French and David Droga, Monteagudo judged in the 1997 AdAsia in Manila. For Ace-Saatchi & Saatchi alone, Monteagudo has won more than 50 awards and Araw trophies. All the harvest, including 5 Ad of the Year awards throughout his career makes him the country record-holder.

Fast forward. Today, Mario and his former band of creatives at Saatchi are stars, if not super­ stars in their own right. He's put up his own shop Creative Partners and champions Filipino brand-building. A hardliner against scam ads and who puts premium to Filipino originality in advertising, he is one of the mainstream local judges in the recent 2003 Ad Congress Araw cre­ ative competition.

We caught the Filipino 'Neil French', as some people would brand him, for his views about the recent Ad Congress 2003 judging.

The foreign judges commented that our ads are formulaic. Do you agree with them? If yes, why do you think is this so?

Yes, I agree. Most of our ads look like they come from the same mold. Every shampoo commercial looks and sounds alike. As do the beer commercials, hotdog commercials, milk commercials and so on. Even award-winning ads of recent years basically look the same. Most award-winning ads carry a big surreal visual, a small one-liner text and a tiny product shot at the lower right hand corner of the ad. The same formula applies to award-winning tvcs - a singu­ lar visual, less words, subtle branding and a punch at the end. Why can't we blaze new trails?

I think we have become too obsessed with win­ ning awards that everyone seems to be using the same old-tired award-winning techniques, instead of thinking of fresh insights that sell.

How would you assess the state of Philip­ pine creativity in terms of what you saw in the judging?

Most of the entries in this year's Ad Congress look like the ones we've been seeing in the pages of award annuals for the past 10 years.

It simply shows where Filipinos are good at imitation. In our efforts to elevate our advertising to world-class standards, we keep trying to adapt the western look, putting too much emphasis on the execution, rather the idea itself. We have become more engrossed with how an ad looks rather than what it says. The results of course are ads that are simply fashionable but with no sub­ stance.

28|aDOIMARKEnNGCOMMUNICATIONS

Filipino

_

Creative Legend

BY ROGER PE

During the golden era of advertising (late 70s to early 90s), some agencies like Doyle Dane Bernbach, Wells Rich Greene, Chiat Day, Do you think that there should be a differ­ Wieden & Kennedy, Fallon McElligot and BBH ent set of judges for the final round? Accord­ made names by creating the most awarded and ing to what we hear, judges whose ads did­ memorable campaigns in the history of advertis­ n't make it to the final round became even ing. It was amazing that those ads for Volkswa­ more 'bloody-minded'. This may have gen, Philip Morris, Energizer, Nike, Timex and affected some finalists' chances of bagging a Levi's did not just win the most awards. They even grabbed the biggest market shares and con­ metal.

Before the Araw judging, everybody in the sequently brought in huge profits to the adver­ industry was talking about raising the bar. That tisers and their respective agencies.

Unfortunately, today is a different story. was the reason why we invited some top-calibre foreign judges. Now that the bar has been raised In this age of copycats and scam ads, awardand only a handful of entries emerged as final­ winning ads generally come from small and ists, I don't think it is fair to call these judges obscure associations. Like music stores, charity 'bloody-minded'. Why be bothered about having institutions, dog-training schools, and even gay a few winners? That's what everybody wants in and lesbian associations. Rarely can you see award-winning work for big clients. In most the first place. cases, these ads are are probono or ex-deal with Two influential regional magazines - Cam­ publications. Others are ad hoc and not part of paign Brief Asia and Media publish their a thematic campaign and instead exert more annual creativity award rankings. The effort on off-strat, off-character, artsy-fartsy ads Philippines is always near the bottom for just to win awards. I think this exercise only the past 10 years. What do you think are the drains the agencies' resources. Not to mention barriers for us not figuring good enough in their clients' budget. Just imagine the millions of pesos they've wasted on creative competitions' these rankings?

I guess the barriers can be found inside our entry fees. heads. Our colonial mentality and 'gaya-gaya' attitude. We lack originality because we have a If you win the country's first Clio Gold, what low regard for anything local. It has been our would you do?

Our agency never submits entries to the Clio nature to look up to western ways and imitate them. Think about it. How can you expect copy­ or any international award-giving body. We don't see the point for a small and local agency like us cats to win Lions at Cannes? to waste our precious dollars on entry fees just to have 15 minutes of fame outside the country.

How hands on are you when doing ads?

I believe that the joy of advertising is the admaking itself. And the sad thing about a Chief A lot of agencies have won many interna­ Creative Officer is that you don't play and com­ tional awards in the past but the 4A's pete with copywriters and art directors any­ does not even send congratulatory notes more. On the positive side, you think of bigger to them. Do you think our 4A's is sup­ things. You concentrate on strategies, not just lay­ portive enough?

You did mention that the Philippines is con­ outs and headlines. You make better admen, not sistently at the bottom of Campaign Brief Asia better ads. and Media's creativity rankings. Sorry, but with a track record like that, should we really What is an impactful ad to you?

A high-impact ad is an attention-grabbing expect congratulatory notes from the 4A's? work that works. How many times have we seen advertising so entertaining and even so If you have an immense power to effect shocking that we remember the ad but not the changes in the ad industry, what would product? I can say that it's easy to get out of the these be?

I don't think we need immense powers to box, to do creative works for creativity's sake.

What's tough is to create a distinctive, intrusive effect changes in the industry or the whole and compelling campaign within the confines of country for that matter. Change, I think is the marketing brief. That, in my opinion, is the what advertising is all about. We change per­ real essence of creativity in the business. A truly ceptions about brands. We change people's powerful ad has an impact that reverberates not habits. We tell people what to wear, eat, drink just in our hearts and minds but on the client's or drive, where to live and what to do on weekends. Advertising even changes the lead­ bottom line as well. ership of this country. In fact, everything I said Award-winning agencies are non-profitable. in this interview can be summarized in just one word. Change.© True or False?

CreativePofile

Gavin wins

his place at DYR Gavin Simpson Creative Director Dentsu Young & Rubicam, Kuala Lumpur.

A decade ago, you may have seen Gavin making cocktails among the hottest nightspots in K.L Now you're more likely to see him debating strat­ egy with a marker pen in hand.

Gavin's passion for the intricacies of market­ ing and advertising, coupled with a keen eye for design, has seen him rise to Creative Director in less than 10 years in the industry.

Gavin began his career with O&M Direct, which lasted five years, and then moved to mainstream advertising with DDB. After that, Gavin resumed his career at O&M Advertising, where he took charge of accounts such as Guin­ ness, Pizza Hut, Panadol, Scotts, Nippon Paint and Mattel. After three years there,he is now at Dentsu Young & Rubicam.Currently, brands that benefit from his creative expertise include Citibank, Dunlop,Caltex, AirAsia, Brand's Essence of Chicken, LG Electrical,Yamaha,Tiger Beer,Colgate-Palmolive and BMW. His work is viewed in high regard not only by clients and colleagues alike, but also by the cre­ ative industry at large.The latest award to come his way was the coveted Gold and Silver Pencil from New York's One Show along with 2 Merit awards.(Malaysia's first-ever Gold and Silver Pen­ cil) Others include One Silver Lion (Malaysia's firstever) and 3 Finalists from the Cannes Award Show plus 2 Bronze statues and 1 Finalist from the Clio's. Gavin's creative work has also been included in the D&AD and Communication Arts Annuals. Adding to his list of wins are 1 Spike, 2 Certificates and 5 Finalists from the Asian Adver­ tising Awards. He has also acquired 12 Finalist awards from the London International Awards and One Gold and 2 Merits from the Asian Direct Marketing Awards.

And in the local scene,he has collected a total of 50 Kancil Awards -1 Gold, 5 Silvers, 12 Bronzes and 32 Merits. As a proven creative individual Gavin is currently ranked Number 1 in Malaysia

by Campaign Brief for the years 2002 and 2003.

And Number 22 in Asia Pacific When he's not at work, Gavin lays off the booze for a warm bottle of milk with his 3 year old daughter,Megan.His remainingtime is filled with tending his feisty little boy Luke. Oh and yes, of course, his understanding wife,Gladys.

32| aDOiMARKETINGCOMMUNICATIONS

GAVIN Simpson once worked at the Spuds Bar in Apera-ULG, where a lot of ad guys used to hang out, more than 15 ears ago. He moon­ lighted for three years as a bartender at night, sometimes till 3am, and went to art school in the day (8am). Interestingly, the Simpson in his name comes from a Scottish grand-dad from his father's side. He has been working at interna­ tional ad agencies for almost 10 years, winning many awards, which finally earned him his cur­ rent role as Creative Director of Dentsu Young & Rubicam Malaysia... Gavin is currently ranked Number 1creative in Malaysia by Cam­ paign Brief Asia for 2002 and 2003.

What's the problem with Malaysian creative?

So much of the work involves just tweaking an idea. There's more editing on what's been written than there actually writing the ad. In today's "I-want-it-yesterday" world, everything needs to be done super fast. And you have a lot of people that just want to get their ad out quick.

I often find myself wishing there was more time to craft and explore. You start with an idea, stretch it one way, then another, and another, then break it down and start again. Edit, edit, edit, and hopefully, when you have something better, you say, okay now let's look at it from another angle. And all this time, you're includ­ ing other people's views and the idea is evolv­ ing the whole time.

It's a bit like trying to park in Bangsar on Friday night. You cir­ cle round and round for ages trying to find a spot.

However, once in awhile, you turn up just when someone else is vacating a spot.

What is your plan for DYR this year?

I wish someone had told me that after you spend years putting together the best ads you can dream up, and train­ ing yourself to do everything outside management, some­ one will come up and say, "Well, your ads are pretty good What advice would and you didn't screw up that much. Now A doting father who's equally at home at the office or with you give a budding the kids ad person wanting put everything aside to break into the and go and manage business? people." It doesn't I think people have make any sense. to get out and look To answer your at more stuff. Go to a question, my app­ wet market or an roach is simple: Con­ tinue to produce insurance conference.

Be a fly. Eat alone in a great work. We'll say restaurant but try to what our client wa­ sit next to a table nts to say in the sim­ where there's a con­ plest and most enjoy­ versation going on so able way so that peo­ ple will re-member the brand, like the brand that you can pick up some real dialog. They need to soak up influences, ideas and inspira­ and use the brand.

It can be tough, especially since I strug­ tion from other sources. They need to absorb gle in everything, whether it's creating an life. In short, put that One Show annual down, ad, being a father, husband, worker, etc. get up off your bum and discover something But I'm glad that I've started my career as new. Use award books to set the benchmark, a Creative Director in DYR. It's a great not to find "something I can use".

Real human insight plays a huge role in idea agency. Everyone is friendly and down to earth. We've got Ong and Edward, who in generation. In church yesterday, my almost 3my opinion, are some of the best creative year old daughter said to me in a loud voice, "I talents around. Rishya has been more than am not a boy so I cannot stand up and pee, a boss. He has been very supportive and right?" I couldn't have come up with this sce­ has sacrificed his valuable time to show me nario even if I slogged all night. One day I'll have to write a script based on this.© the ropes.

... Use award books to set the benchmark, not to find "something I can use"...

Catch consumers' eyes with

Robox

Robox. A unique combination of rotation and back-lit technology is extremely eye­ catching at restaurants, making any advertising message a definite standout.

Viewable from all angles in the restaurants as well as outside, Robox is definately one medium advertisers should consider to make their brand the topic of conversation.

Tableview (M) Sdn Bhd (527844-M) 11-8 The Boulevard, Mid Valley City 59200 Kuala Lumpur Tel: 603.2283.5800 Fax: 603.2284.1098 e-mail: great2B@tableview.com.my url: www.tableview.com.my

REACH MORE CONSUMERS^

GET YOUR COMPA IN THE NEWSTHR

BERNAMA PRV\

. press release about your product or sgfvice that appears in a newspaper or on TV can bring-in customer orders and new business opportunities.

It can also turn your company into a multimillion-ringgft business.; This is the power of the press and publicity.

Call BERNAMA PRWire today.

We can help you get the press attention and media coverage your business needs through our direct links with newspapers, radio and TV stations and international news agencies, locally and worldwide.

BERNAMA PRWireAfr, tfysut-Glohm is ^subsidiary of&ERA AMArrBfTMalt isiajpNational NewsAgency.

P"

18.\EMWhf cr BERNAMj

MALAYSTjTl

M G [ORAL

\ UKAS 001

\

-

603-2694\ 1024, 2696 2124/2126/2150 Fax:603-2694 1021/1022/1023 Website: http://prwire.bernama.com E-mail: prwire@bernama.com 5th Floor, Wisma Bernama, 28, Jalan I/65A, Off Jalan Tun Razak, P.O. Box 10024, 50700 Kuala Lumpur.

MediaMatters

I ASIA WM MICHEL HEADSO&M ADVERTISING INDONESIA Michel Borelli is the new Managing Director for Ogilvy & Mather Advertising in Indonesia. After several years running the O&M agency in Vietnam, Michel takes over the Jakarta agency at a time of high growth and rapid expansion. O&M's Jakarta office is one of the fastest growing in the regional network, recording double-digit growth rate well above the industry average in recent years.

Alternative

Media Provider

•I PASSION PICTURESOPEN IN JAKARTA Effective April 1,KL-based film production house will open its new office in Jakarta. For details, contact sheen@passionpictures.com.my m OGILVY RESTRUCTURES CHINA MANAGEMENT Ogilvy has streamlined Ogilvy China into two manage­ ment regions, Southern and Northern China,. Joseph Wang, currently Vice Chairman of Ogilvy China respon­ sible for Hong Kongand Guangzhou, has been promot­ ed to Chairman andCEO ofOgilvy SouthernChina, with added management responsibility for Shanghai.

Shenan Chuang,currently Chairperson of Ogilvy Beijing, will serve as Vice Chairman of Ogilvy China and Chair­ person of Ogilvy Northern China. Ogilvy & Mather Bei­ jing has also appointed Edward Bell as Group Planning Director. Dirk Eschenbacher has been appointed Regional Interactive Creative Director for Ogilvylnteractive Asia while retaining his current role as Creative Director for Ogilvylnteractive China/Beijing.

• BRAMHAM HELMS LEO BURNETT KREASINDO Leo Burnett Kreasindo Jakarta has promoted Dean Bramham to Managing Director, replacing Ati Kisjanto as she retires from advertising after giving birth to her first child at the end of 2003. Bramham, General Man­ ager of Leo Burnett Kreasindo since October last year says he is looking forward to taking the agency to the next level.

•I ADDISON ADDS CHINA After successfully completing his contract,Michael Tang, Managing Director of LoweChina, has decided to leave the agency to pursue another opportunities. He is suc­ ceeded by Addison James, who move from Singapore where he was CEO at Lowe.

•I LB WINS LB Singapore wins F&N Foods in pitch against DDB for brands Magnolia,Fruit Tree Fresh,Sunkist, ice cream and yogurts - worth around S$3 million. Incumbents were LB and EURO. m LOWEBAGS GINEBRA SAN MIGUEL Lowe Manila has won the coveted Ginebra San Miguel account. Established in 1864, Ginebra San Miguel is the #1 selling gin brand in the world.It is also the 2nd largest brand of San MiguelCorporation,the Philippines'food & beverage giant. One of the Philippines'top 5 agencies, Lowe Manila is the agency behind such successful brands as Surf, Petron Lubricants,Fita Biscuits and John­ son's Baby Powder to name a few and serves as the Regional Advertising Centers for Unilever's Deodorants & Smart Shopper businesses. m SHEN GUANTO JOINS DY&R Chris Jaques,the new CEO for DY&R,has appointedTan Shen Guan as Vice Chairman and Executive Creative Director ofDYR China and Hong Kong.It's the first major move by Jaques (ex BBDO andThe Hub) to turn around DY&R's fortunes in Asia.

34 8D01MARKEI1NGC0MMUNICATI0NS

Su-Lian Woo (GM),Kelvin Hong (MD) and Adrian Ang (CEO)

IN the age of innovative media, JD Media is also staking its claim with having IT media solutions as their core focus, Here are just some of its offerings...

In-Channel - an in-house written software which can serve as your very own customized TV Program - current business partners are Shakeys Pizza, Kenny Rogers, MPH Bookstores,

USJ Summit and a couple more chain retailers in the pipeline In-FM - also an in-house written software which can serve as your very own cus­ tomized Radio Program - current business part­ ners on trial phase are POS AD, Daves Deli & Delifrance In-Web - a division of JD Media which focuses on website designing. JD Media also dabbles in car park advertising, working with the major car park operators like Asia Park, Auto Park, Imej Parking, Wilson Parking, Pengurusan Parking Kereta Ampang (PPKA), Cor­ porate Park, Advance Parking, Smart Interpark and Park Safe, with a network of close to 250 sites across the country, JD Media and Tableview Malaysia recently came together as Strategic Partners to take alter­ native media to a different dimension.

"And there is a great need for 'out of the box' media which is simply beyond media norms" says Adrian Ang, CEO of JD Media.

"The need to bring ads to where the people are, has created this strategic partnership between us." add Su-Lian Woo, General Man­ ager of Tableview Malaysia.©

MALAYSIAN ADCONGRESS 2004 TO FOCUS ON FUTURE TRENDS IN ADVERTISING AND MARKETING A distinguished team of industry leaders will address issues pertaining to future trends in advertising and marketing during the second Malaysian AdCongress hosted by the Malaysian Advertisers Association at the Mutiara Hotel in Penang from May 13 - 16.

This year's theme, "Towards Marketing Utopia," will focus on the dilemma faced by marketers and advertisers on how to over­ come the increasingly com­ plex demands in the fastchanging and volatile market­ ing landscape.

Although pundits say the economy is improving, mar­ keters argue that the signals are mixed. Competitors in each category continue to aggressively push their brands while those on the fringe hold out for better news on the eco­ nomic outlook.

"The Malaysian economy is sturdy as evidenced by a positive growth in advertising expenditure across the media," suggests Khoo Kar Khoon, Organising Chair­ man of the Malaysian AdCongress 2004 and Council Member of the Malaysian Advertisers Association. "With media fragmentisation, a multitude of media choices, and the opening up of new channels of communications facili­ tated by technology, the real question for con-

sideration is whether mass marketing is still a reality, or if it is dissipating into a myth."

Among the confirmed speakers at the MAC2004 include Sorab Mistry, McCann Erickson, Datuk Mohd. Sidek, Managing Director, Port of Tanjung Pelepas, Abdul Rah­ man Ahmad, CEO, Media Prima, Millicent Danker, Managing Director, Perception Man­ agement, and Zainuddin Bahaudin, Executive Director, Perodua Sales.

Khoo adds that given the shifting consumer behav­ iour patterns, advertisers are now doing more tactical things than executing strate­ gic ideas. "Marketing Utopia may be an allegory. What we hope to accomplish at this year's conference is a forward-thinking approach MALAYSIAN ADCONGRESS' that will help the industry 2004 foretell and cope with possi­ ble future trends."

The Malaysian AdCongress 2004 is target­ ed to advertisers, advertising agencies, mar­ keting consultancies, direct marketing and public relations agencies, media owners and media agencies.© Registration is limited and interested parties are encouraged to get more details by emailing to maa@macomm.com.my

ANN.FINITY PRODUCTION PICTURE IN ASSOCIATION WITH AH LOK PRODUCTION ARANWARDI JAMILRILM " AH LOK KAFE" STARRING LEONARD TAN OTHMAN HAFSHAM IDA NER1NA MANBAI MASNAIDA SAMSUDIN KEE THUAN CHYE HARMANDAR SINGH KENNY TAY LOUISA CHONG K«mm CHERYL LEE SHAWN LEE LINGARAJAN SOOKUIJIEN LOW NGA1 YUEN PUSPA "CARTOONSBY REGGIE LEE WRITTEN BY CAROLINE HO EXECUTIVE PRODUCER MASNAIDA SAMSUDIN PRODUCED BY REGGIE LEE ANWARDI JAMIL RICHARD RAJOO DIRECTED BY ANWARDI JAMIL BAS

CampaignShowcase I WORLD m WPP REVENUE UPOVER 5%TO £4.1 BILLION The Board of WPP Group pic has announced its unau­ dited preliminary results for the year ended 31 Decem­ ber 2003,the Group's 18thyear.Turnover was up 33% at £18.62 billion. Reportable revenue was up over 5% to £4.106 billion.Revenue including associates is estimated to total £5.1 billion.The actual number of people in the Group averaged 51,604 against 50,417 in 2002, an increase of 2.4%. m PUBLICIS UP, HAVAS COMING UP. As one French agency holding company reports strong organic revenues to finish off last year, another sees a return to positive territory in 2004.The two companies, Publicis and Havas,have been going in opposite direc­ tions financially in the advertising recovery. m NEW LB CHIEFS Leo Burnett Worldwide Chairman and CEO Linda Wolf named her heir apparent to lead the legendary global agency network and announced the formation of a new global leadership team in which Richard Pinder, current MDof the network's Asia Pacific operations, and Michelle Kristula-Green, president of Beacon in Japan, will play key roles. Richard Pinder will be LB PresidentEurope/Middle East/Africa, Michelle Kristula-Green becomes LB President-Asia Pacific andTom Bernardin is Leo Burnett Worldwide President and CEO for LB USA. Hi BOOB BOO After Janet Jackson's nipple glint at the Super Bowl, executives at PepsiCo, historically one of the largest and most successful Super Bowl advertisers, are threatening to pull out of next year's Super Bowl if they'renot given clear assurances such an incident won't happen again.

WM BOOBLE? Booble.com, the racy parody of Google, says while Google's legal team is challenging its right to use the Booble trademark, it's simply not going to play tit-fortort, er, make that tit-for- tat."We stand by our response to Google's demands three weeks ago," said Booble's first-name-only founder Bob. "The law recognizes that intelligent people can disagree onwhat's funny."Appar­ ently, the naughty search engine believes parody is the best defense against trademark parity, and has taken the joust one step further by launching TauntedByTatas.com, a Web site devoted to Google's legal chal­ lenge of Booble's trademark/'Goliath wants to bind our boobs," proclaims the page, which asks users to vote whether they are "amused" by Booble's allusion, or "con­ fused"by its likeness to Google.

•I CADBURYSCHWEPPES LOOKS SWEETER BusinessWeek reports that the changes going on at the storied home of Britain's favorite chocolatier, Cadbury Schweppes PLC, reflect a worldwide shakeup of the stodgy company by a fat-slashing, Harvard Universityeducated American: Todd Stitzer,51,who has vowed to bring Cadbury into the 21st century. Stitzer plans to close more than 20 factories worldwide in the next three years, a 20% reduction,and cut the global work­ force by about 5,500-10% of Cadbury's employees.

Stitzer hopesto bring down worldwide costs byUS$750 million a year.

WM TV COMBINED WITH ONLINE ADVERTISING PROVIDES GREATER IMPACT For Beyond the Click, Dynamic Logic examined ten studies in which television and online advertising could be isolated.The averaged results yield insight as to the merit of advertising synergy and the relative strengths of the media against specific objectives. The results of the initial CrossMedia studies indicate that online adver­ tising is an especially effective medium for reinforcing sponsorships to consumers, says Dynamic Logic Spon­ sorship association increased almost 16 points over the levels produced by television advertising alone for those consumers exposed to online advertising.

Source: CrossMedia Research/Adlndex

3613D0!MARKEHNGCOMMUNICATIONS

Canvas!

Painting a bigger _ The Team Client: Nippon Paint Product: Nippon Paint Agency: Naga DDB Kuala Lumpur Creative Director:Ted Lim Copywriter: Alvin Teoh Art Director: Jam. J. Ariffin Director: Sergio from Velocity Films South Africa.

Production Company: Passion Pictures, Kuala Lumpur Producer: Brian Francis DOP: Sergio Post Production: Mirage, Kuala Lumpur Editor: Zaki

NAGA DDB's "What Colour Are You?" tv com­ mercial for Nippon Paint picked up a Bronze tro­ phy at the recent Times Asia-Pacific Ad Awards 2004. Based on the insight that colours can help people express their personality the commercial shows how different colours reflect a person's culture, heritage, courage and individuality. The

two minute commercial was shot in exotic loca­ tions including Melaka, Phnom Penh, Phnom Riep Temple, Siam Reap, Angkor, Ta Phrom, St Paul's Cathedral and Kuala Lumpur.

Velocity Afrika's director, Sergio, created the visually stunning television spot which was pro­ duced by Passion Pictures, Kuala Lumpur. ©

pixelasia.com

WORLD-CLASS

SEEcESE wwrwrm

TTA '///AX T T

A

Jk Jk # 1

>

444*444 44*4444

WWW.piXel8Sia.C0m

»k pit A I-AIIA $££01

IIM*

Guest Information Services (GIS) DAG 5

G!S I l I ois n.

HAGS; Advertisement

V

@ GIS

J

MBHEB

fill®

Pixelasia Sdn.Bhd. Level 10, Suite 10-03, Sheraton Tower (Faber Imperial Court), Jalan Sultan Ismail, 50250 Kuala Lumpur, Malaysia, Tel: +6 (03) 2721 2020 Fax :+6 (03) 2721 2121 Email: enqulries@pixelasia.com

CampaignShowcase

Dentsu's X-Stre; TOYOTA is the main sponsor of the Asian X Games VI. Besides featuring the best extreme sports athletes in Asia, Toyota has also organ­ ised a concert showcasing the loudest, hardest rocking bands at the Toyota booth at Bukit Jalil last February.

To promote the Asian X Games concert, Toy­ ota wanted a series of ads that were speaking the

same lingo as their audience. And that's basical­ ly what Dentsu Malaysia did with this poster series. It combines various rock and skate lingo, producing some extremely entertaining head­ lines. Enjoy! ® Creative Directors: SP Lee, Hisham Sahudin Team: Ahmad Nazril Ibrahim, Chan Woei Hern www.toyota.com.my

(^TOYOTA GET THf FEELING

GAMifs VI * It's a skate move. Dude, what's on your mind?

Asian X Games VI, The Concert.

Stadium Futra Bukit Jalil, 16-22 Feb 2004.

38|aD01MARKEHNGC0MMUNICATI0NS

<^> TOYOTA a£TMfmi»6

• "^

• It's a skate move. Dude, w)

Asian X Games VI, The C'onc< Stadium Futra Bukit Jalil, 16-22 Feb 2004.

im Creative www.toyota.com.my

<$£> TOYOTA GET THE FEELING

WVK AT ASIA

Asian X Games VI, The Concert.

Stadium Putra Bukit Jalil, 16-22 Fel> 2004.

<m)

PublicRelations

Unravelled ADOI recently caught up with IPRA (Interna­ tional Public Relations Association) members Roger Hayes and Millicent Danker of Percep­ tion Management London and Kuala Lumpur respectively Millicent is currently Chair of the Malaysia Chapter of IPRA and sits on the Council while Roger is a Past President of the world body They had just returned from New York where they attended the Golden World Awards Ceremony and the Inauguration of the IPRA 2004 President, Prof. Donald Wright.

What changes are we seeing in the inter­ national PR environment?

Roger: It is interesting, given my long experi­ ence of the organisation, to see how represen­ tation on the IPRA Council has changed over the years, from being highly Euro-centric to reflecting the emergence of new growth economies such as Russia, TUrkey, the Middle East, India and Malaysia. It's also significant that quality of submissions for the awards from some of these countries has risen dra­ matically in recent years.

Millicent: We are doing leading-edge work in Malaysia but need to be much more open to benchmarking our practices against interna­ tional standards. Malaysia is going to be on this year's judging panel and I hope to encourage submissions from Malaysian organisations.

curufrtj friend#

A live fund-raising band-stand CD-recording at Backyard Pub starring Rafique Rashid, Paul Ponnudorai, Albert Sirimal, Vijay David, Bala, Alfonse Jerome. Priced at only RM30, for enquiries call Justin on 016-562 8578. ' Hurry, this is a rare collector's item CD!

40| dDO!MARKET1NGC0MMUNICATI0NS

What are the benefits of IPRA member­ ship?

Millicent: Malaysia has always been repre­ sented at IPRA meetings for many years, and hosted two, but there isn't sufficient critical mass of support, repre­ senting the full breadth and depth of the Malay­ sian industry. We have a number of world-class practitioners in this coun­ try who need to be con­ vinced of the benefits of membership.

Roger: I've been a member of IPRA for 25 years which is half of IPRA's his­ tory. Of all my many net­ works around the world, IPRA has been by far the most influential. But, there's also a spirit to IPRA which forges life-long friendships and profession­ al relationships built on trust and other core values of IPRA. The Code of Athens, for example, was the first code of ethics for our profession and pro­ vides a strong foundation for all our work.

ness ethics and social responsibility, we see the need to be able to transform these soft issues into quantifiable business risks so that they are taken seriously at Board level. Fortunately, we now have the fast growing area of Communi­ cations Research to measure our outputs in terms of outcome.

Millicent: The global debate on corporate gov­ ernance has reached our shores. Malaysian companies are beginning to recognise the importance of communicating regularly with their stakeholder groups in a much more reg­ ular, timely, transparent and ethical manner.

Regulators have laid down disclosure stan­ dards which are in line with international best practices. As communications counsellors, we have to keep abreast of these developments in order to partner effectively with our corporate clients or top management when disseminating critical mes­ sages. This will be all the more so as Malaysian com­ panies venture globally and develop their brands.

Values and ethics are often cited as differentiating fac­ tors in a globally competi­ tive marketplace.

... Malaysia's brand overseas needs to be better coordinated, particularly in places like Continental Europe and the United States...

Millicent: Next year IPRA celebrates its 50th anni­ versary with a World Congress in Istanbul in June 2005 and I will be communicating this to our members in Malaysia and the wider communi­ ty. I've found attendance at these global sessions extremely valuable - not only for the net­ working and learning opportunities, but in sensitising practitioners to cultural differ­ ences and global issues.

What are some of these global PR issues and challenges you speak of?

Roger: A key issue for me is to make the link between business strategy and communica­ tions which hitherto has always been seen as "soft" and not quantifiable. Now, with the pressures of governance, transparency busi-

Roger: In the UK, for instance, there is new reg­ ulation requiring public companies to publish, effectively, an ethical, envi­ ronmental and social re­ port alongside their tradi­ tional financial reports.

There is a role here for communications counsel­ lors to persuade top man­ agement to pay as much attention to their core val­ ues as to their vision - as well as to live and embrace their values in terms of their culture and behav­ iour, ie as the Americans would say, "Walk the Talk".

You have a London office. What is your perception of Malaysia as a brand from that perspective?

Millicent: Malaysia's brand overseas needs to be better coordinated, partic­ ularly in places like Continental Europe and the United States. We set up an overseas office in 1999 in London to promote individual Malaysian brands and organisations, but also as part of our commitment to promoting Malaysia generically. It is also in recognition of the fact that the Malaysian leadership has given a strong boost to Malaysia Inc overseas and the players will need Malaysian partners to help drive their public relations efforts in these foreign markets.®

A recruitment ad from an agency that can offer you nothing.

Lowe KL. It's an advertising agency known for being reliable and steady.

And therein lies the problem.

Reliable and steady agencies have a tendency to only impress financial directors. Not worldwide creative directors.

Ours in particular is quite a well known chap.

Goes by the name of Adrian Holmes. You might have seen some of his work in the Copy Book, page 84.

He has a penchant for good creative work.

And since we are now Lowe, not that other agency, we have to listen to him.

The mandate has changed. The goal posts have been shifted. In a nutshell, our friends in New York and London are expecting better work.

Actually, they are demanding it.

However, it's all fine and dandy to walk around extolling the virtues of being creative, but how exactly do you do it.

For starters, you try to hire the right people.

People who will sweat blood and die for the idea.

Writers who can write and art directors who can art direct.

You then ask these people, nicely of course, if they would like to help build an effective creative agency, from the ground up.

Next, you allow them to do what they do best.

In other words, no one is allowed to interfere in the creative process at Lowe.

Mr. Holmes has also introduced a nice little incentive scheme for creative teams.

The team that produces work that scores above the rest at our worldwide creative review will win an all-expenses-paid trip to Cannes.

Not that such incentives are needed. After all, the people we are looking for are driven by much higher ideals. Like very tired legs on Kancil night.

If you have 2 years' experience or more, and would like to be part of the process of building nothing into something, please email Adrian Miller at adrian.miller@loweworldwide.com When you think about it, it's an offer you can't refuse.

AD # 1 FREE CLASSIFIEDS Just e-mail your recruitment messages (30 words max) to ham@pop.jaring.my and they wilt be read by over 35,000 readers!

What are you waiting for? Messages will appear subject to availability of space.

Stud writer and sex bomb art director seeking a new home to ply our wares. Want to change the view of where you work? Email steamybodies@hotmail.com Looking for energetic & mature individual for the immediate position of Casting/Administration Executive with peppermint asia sdn bhd - an international media distributor, located at Phileo Damansara 1. Applicants must be knowledgeable in costing, budgets, taxes, payroll. Friendly & have an eye for detail. Contact 03-76653133 - Audrey.

BTV Productions Sdn Bhd seeks Sales Supervisor with experience in media & advertising sales. Please send details to Ms. Pei Yee for an appointment. Tel: 03-51929292, Fax : 0351929293, Email: btvteam@btv.com.my WANTED: Senior Account Exceutive. who's responsible, resourceful and a team player, with minimum 2 years' experience, preferably on FMCG accounts. Interested?

Call Hardial at Novacomm 03-2282 4268.

Left and right brains needed, Copywriter, Art Director , Cre­ ative Designer, Account Manager, Call Marilyn at 03-7957 8688 or fax to 03-7954 3633or emailus at pwr@pwrdsgn.com Looking for: Career growth and development. In hand: 1 year advertising and 1 years CRM experience. Resume?

Email trinawwc@yahoo.co.uk An established agency is growing. We need more blood...!

Account Manager, Graphic Designer, Despatch Boy Please contact Wendy at 03-7955 7973.

Perception Management Sdn. Bhd. Invites applications for a Senior Brand Consultant with more than 5 Years Brand PR & Marketing experience. Please send detailed CV To: Got at least 5 Years of Brand PR & Marketing experience? A leading consultancy would love to have a chat with you. Please send detailed CV & salary expectations To: padma@perceptionmanagement. org Can you be more 'spicy' than Penang laksa? Mix it better than Penang rojak? Looking for Art Director and Account Executive with the right hot mix.

Email to info@rosondesign.com Rapp Collins Malaysia is a leading, award-winning Integrat­ ed Relationship Marketing agency. If you're a designer or copy­ writer looking for a creative and highly motivated team to work with email us at carol.roche@rappcollins.com.my

dates please fax or email your resume with latest photograph to 03-55693754 or email to hazliza@tas.com.my KL's fastest growing agency is looking for the following: Account Managers, Account Executives and Media Planners.

Those with experience and passion, please email your CV to Maureen at magomez@kl.interface-com.com Make the most of your creative talent! People are seeking creative services of freelancers and professional firms on our online marketplace. Start working your creative flair at www.twogateways.com Krakatua (M) Sdn Bhd, a young, aggressive and dynamic Communications Agency urgently seeks candidates for Account Director, Account Manager, Account Executive, Media Planner and Finance Executive. Applicants can email

DHL Malaysia is looking for a Public Relations Executive to assist in handling public relations, coordinating sponsor­ ship programs / events and production of sales literatures.

To apply logon to www.dhl.com.my Pat-Lin Communications Sdn Bhd is seeking experienced PR professionals with PR agency background. The posi­ tion requires candidates to strategise and implement com­ munications programmes for clients from various sectors: corporate, lifestyle and healthcare. Email your resume to: patricia@patlin.com.my or call 03-7660 0400 or 037957 9633.

A resourceful individual with a passion for busi­ ness development. Strong ability to conceptualize and write proposals Contact: 012-3756863 - Brand Indepen­ dence, a member of the Digilot, Brand Network.

Position immediately available in PJ - Accounts/Admin Assis­ tant with LCCI Higher and minimum 2 years' experience, preferably in an advertising agency. Team player crucial.

Contact: ezecon2004@yahoo.com Asian Advertising Agency urgently looking for DTP artists (minimum 3 years experience). Fax resume to Ms Sai Kee at 03-2713 8080.

The Center for Advanced Design (cenfad), a leading design college, in Kuala Lumpur, offering diploma and degree level courses in Communication Design, New Media, Broadcast Arts, Fashion Design, Interior Design & Product Design, requires Marketing Executives. Graduates or Diploma hold­ ers, fluency in English, BM, Mandarin (non-Bumis). Email resume and pix to: naniez@cenfad.edu.my

Client Service Manager/Executive. Job Description: Project Management & Presentation, Data Analysis, Client Servic­ ing Requirement: Excellent analytical/communication skills (spoken & written English); Experience in research industry is an advantage. Interested? E-mail hr@acnie\sen.com.my or Fax : 03-7960 0380

Highly rated web agency seeks highly rated creative maestros (CD, senior designer, designers). Drop us an email at recmitmmt@netirifimum.com to chat more!

K-Gic Advertising Sdn Bhd looking for Account Executive. Min­ imum 1 year working experience, fluent in English & Chi­ nese, possess own transport. Fax or E-mail resume to 039059 5119, info@k-gicadvertising.com

Experienced, eager, and looking for excitement. Creative team seeks long-term relationship with like-minded agency.

Willing to relocate. Interested? Email lonelycreatives@hotmail.com to hook up.

We are looking for an account executive, account manager, creative head & account director immediately. Must have experience in either interactive communication, advertising, pr or media. Email resume to: info@egency.com.my or call 03- 7660 5338 for address.

TBWA is looking for a Senior Art Director and a part time copywriter to relieve a very pregnant one for two months starting March. Please call Sothy on 03-2092 3130.

Get 900+ Passionate Writers To Bid Competitively To Write Sizzling and Magnetic Copy For Your Ads, Website, Brochures. Writers From The US, UK, Australia. Within Budget - Always, http://www.copywriterworld.com/ownerswelcome.shtml Corporate Communications Executive - at least 3-4 years' experience in in-house public relations or consultancy.

Those without experience need not apply. Email: anna.tham@nexnews.com or fax 03-7957 0622.

Studio Assistant /FA Artist wanted. 1-2 years relevant experi­ ence, preferably in advertising industry. Can handle Mac/PC, speak English and Chinese. Call Ms Ruby on 03-8733 3878 for interview.

Advertiser looking for sales staff to market its outdoor advertising media. Candidates must be self motivated as well as have a desire to earn strong commissions with a good basic. For further info, please call Dave on 062012282 Marketing Communications company based in KL is looking for Events & Promotions Executives. Please send resume with attached photo to shoke@shoke.com. Experience would be an advantage.

McDonald's Malaysia is looking for suitable team mem­ bers to join its Corporate Communications depart­ ment to safeguard and enhance its corporate reputa­ tion. 2 positions available. Must have a Diploma or Degree in a related discipline, at least 3 years experience in a sim­ ilar role. Major requirements; excellent writing skills, common sense, resourceful, creative, attention to detail, flexibility, stamina and most importantly, exceptional organizational skills and a team player. Email: hani@mcdonalds.com.my Copywriter wanted. Interested pis call 03-7954 6722 or email to contact@ethos-comms.com Quantitative Research Executive / Senior Research Executive required for Research International, with > 6 monthsrelevant experience in quantitative market research field. Please send CV to Lynn at email: hr.sing@research-int.com New communication grads with English flair and ambi­ tion to succeed in top flight consultancy welcomed by Eric Pringle Associates Public Relations. Send resume and unedited samples of writing to email: epapr@epapr.com.my Architectural Perspective Artists Wanted If you can make any place look attractive, we want you! Drawing,Photoshop, LW or Fmz skills advantage. Email resume & work samples to lees335@streamyx.com ACCOUNT MANAGER - EVENTS. Minimum 3 years' in Event Management required, preferably in Special Events, Corporate Events / Launches and Roadshows. Email or call Margaret mew@pdq.com.my or tel: 03-7958-3827 Media Space Sales and Marketing Representatives Want­ ed - Bright, articulate, enthusiastic, motivated by money and meeting people. Hire anyone that impresses us. Fax Resume: 03- 2300 1435 or call Shen at 03-2300 1431.

We are looking high & low for Advertising/Marketing Executives for the expansion of our Monorail's media department. If you can contribute please call: Timothy Loh at 013-364 7272 or 03-2267 9888.

Bio-Life, a leading natural healthcare company is seeking young, aggressive marketing executives keen on product management. Experienced / non-experienced graduates invit­ ed Attractive pay package, benefits & career prospects await.

E-mail CV to admin@biolife.com.my or fax 03-77289417.

Product Manager&Executive. Enough of advertising? Can you be a better client? Can you brand manage FMCG better? We Vacancy for Marketing Executive, Secretary. Interested candi- i are looking for PM/PE. Contact Keith at 012 BOS 6699.

Every ceremony needs a master. Call Ishak Nengah at 019-3275057 if you're looking for a good Master-of-Ceremonies.

8TV is looking for Internship Applicants. So if you think your crazy enough, please send in your resume to us to : Nurenzila Abdul Wahab, 8TV, 3rd Floor, South Wing, Sri Pentas Bandar Utama 47800 Selangor Malaysia.

4213D0IMARKEI1NGC0MMUNICATI0NS

NOW EVERY AD CAN FLY TOO...

T Ran out of space down there?!!

Why not try zero clutter media?

Call: 03 7845 2284 or visit www.skytolet.com

.

. T

mn^s^ *31

W ss ap sn » f

MediaSpecialist

mas®

intelligence

Lim and Miller:Carat embraces the media convergence challenge with effective communications planning

CARAT'S WINNING FORMULA: ART, SCIENCE & POWER MEDIA specialist power­ house Carat recently hosted its third annual Asia-Pacific conference themed "Art, Sci­ ence and Power" designed to underscore its new corpo­ rate identity and to rein­ force the uniqueness of Carat worldwide.

The conference brought together 150 of the company's key management teams from Aus­ tralia, New Zealand, the Philippines, Taiwan, Hong Kong, Singapore, Indonesia, India, Thai­ land, Korea, Japan and Malaysia.

"This conference was an ideal opportunity for our key executives to share knowledge and learnings, and consolidate our shared experi­ ences targeted to the various countries as applic­ able," said Andy Miller, CEO, Carat Malaysia.

Among the Carat principals who attended the conference included Doug Flynn, World CEO, Aegis, the holding company for Carat, and David Liu, CEO, Carat Asia Pacific.

Christophe Bezu, Regional CEO, adidas, was the sole invited guest speaker at the conference.

Bezu presented a paper titled "Winning in Asia," a case study outlining how business is conduct­ ed effectively in Asia while maintaining a brand's global identity.

"Communications planning is now a more complex, dynamic, and complicated undertak­

ing given the rapidly chang­ ing marketing and advertis­ ing landscape," said Mar­ garet Lim, Chairman, Carat Malaysia. "It's a challenge we embrace as we mix-andmatch the best fit for our clients - from print, television, radio, Internet, telecommunications, interactive and the new and emerging media."

Carat currently ranks as the fourth largest media specialist globally and in Asia Pacific.

On an upbeat note, Carat, the youngest media specialist in Asia Pacific, achieved its fourth placing in less than seven years, a remarkable feat considering the heightened competition and the restructuring of longer established media specialists.

"These are not only exciting, but demand­ ing times as well," Miller said. "We're confront­ ed with media convergence, an increasing number of media choices, and dramatic changes in consumer behaviour buying pat­ terns and attitudes.

"It's advantageous," he added, "that we have an excellent global network of team lead­ ers whose keen foresight and perceptiveness about the future of this industry has helped Carat accelerate its impressive growth through­ out the Asia Pacific region."©

Carat

MEDIA SPECIALISTS ASSOCIATION

net weight s lkg

Kindly contact 7726 2588 to get your own copy!

Margaret Lim, the Chairman of Carat Malaysia, was elected the first President of the newly incorporated Media Specialists Association of Selangorand Wilayah Persekutuan.(MSA).

Margaret, has been a media industry heavy­ weight since the 70's, heading the media depart­ ments of several leading advertising agencies and also actively involved with media training. She founded MediaBase,Malaysia's first media specialist,

almost a decade ago. Other elected council mem­ bers are Yeong Yin Ching (Wizard), Vice-PresidentClint Easthorpe,(OMD), Treasurer; and Paul Corrigon (Starcom), Secretary.

Among the association's primary objectives include the establishment of industry standards of performance and accountability and to act as a regu­ lator on media research and audit matters.

Council members of the MSA include MindShare Malaysia, Mediaedge:cia Malaysia, ZenithOptimedia, Universal McCann, Perunding Pakar Media, Mediacompete,Trapper Media Services, and Natural Media.

Before you scream 'SCAM AD!", we're talking about saving the environment.

The DuPonfM Tyvek® Environmental Protection Program for Outdoor Advertising (EPPOA), to be exact.

It is the first ever in the country, and the first such initiative by DuPont anywhere in the world . This program ensures that all Tyvek®-based advertising signs and banners are recycled into environmentally friendly composite building materials.

These companies have done it and won the hearts of many environmentalists.

Perhaps it's time you join in too. And start feeling good about your recycling your ads.

• max1s. in co-operation with

PETRONAS~

DuPont·

Tyvek®

ePPOA Kementerian Perumahan dan Kerajaan Tempatan

Environment Protection Program for Outdoor Advertising

Tyvek® is a registered trademark of DuPont for its brand of protective material

"

Cr~ RECYCLE THINK BEFORE YOU THROW

SllverScreenSuperStar

A national icon talks to ad guys!

TillS is part of Amitabh Eachan's opening keynote address at last November's AdAsia Congress in Jaipur, India.

"Luminaries from the world of Advertising, distinguished guest, ladies and gentleman... I would like to thank the Times of India Group and Mr Pradeep Guha in particular for so graciously extending an invitation to me and inviting me to be a part of the inaugural ceremony for the AdAsia 2003 Conference, being held in this exquisite city of Jaipur in Rajasthan - a region, whose people have for the centuries, been renowned for, and displayed, not just to the country, but indeed the entire World, the ultimate in valor, tradition, and culture.

For those of you who do not know me... and there are several who may not... I am, Amitabh Eachan, a professional actor in the Hindi Film Industry, a qualification, I might add, least suited for an occasion as large and august as this.

And though this occasion is a first for me, this venue is not. I was last here in the courtyard outside, singing a rather raunchy number with the beautiful Manisha Koirala in my arms, for a film, we do not really want to talk about!

I feel small and puny at this gathering, having no idea whatsoever, what I may be able to contribute to this conference or the chosen topic - Breaking the Rules.

You may say that I am not, by any standards an ordinary person - but to you, who are the standard bearers for making and breaking the rules, that dictate what ordinary people will eat, wear, watch, and spend their money on, I will say, that a major portion of my professional life has been spent getting into the skin of the man on the street.

I have lived their lives, dreamt their dreams for them and struggled with their lives - in Thchnicolor and Dolby stereo maybe, but I would not have been half as successful if I had not received tremendous amounts of input from those whose lives I portrayed.

When you supposedly break the rules in a positive way, a few things happen as a natural consequence. You immediately get noticed because you go against the norm.

The rules that you break today, will eventually become the norm tomorrow, or another

461 aOOIMARKEDNGCOMMUNICATIONS

day. I believe that there really is no such thing as a RULE, which a talented, creative, extraordinary person suddenly decides to break. Being different for the sake of being different, or being different because you actively set out to break some rules, isn't going to get you burnt at the stake, but neither will it help to connect to millions of people or bring you success.

Amitabh Bachan, bollywood legend

I have some personal experiences, that aptly illustrate this. Back in the seventies, a role that I played in a film called Zanjeer, was branded as the Angry Young Man - the poor individual who took on the system. With Zanjeer, the first movie perhaps in that genre, writers SalimJaved, my directors, and the character I played, were hailed for breaking all the rules, for creating, or setting a new trend that continued to dominate Indian cinema for the next decade.

Frankly, we did nothing of the kind!

That was the time emergency. Those of you old enough to be aware will remember the period as being a most depressive period in the history of our country. It was the man on the street that was angry! It was the ordinary individual, who bubbled over inside, with the need to do something, to take on the system, to raise a voice in protest. It was, as you people would call it, a need-gap that nobody had filled.

We didn't do any market research, but the culture and society at that time needed, and wanted, an angry young man. We did not break any rules of cinema. Zanjeer just happened to be what is sometimes called a cultural-bearer-a book, a movie, a movement, a leader or even an advertisement that catches the mood of the

culture, at the cusp ... at a time when the mood is changing... before it become popular. And so the Angry Yang Man was born, and the character became the ruling icon for a generation of young Indians.

In the 90's India had changed. With the economic liberalization, consumerism had come to stay. With increased urbanization, the nuclear family working parents became the norm. With Internet and television, the world was on our desktop. Today's youngsters are drowned in a bewildering array of choices and information, and yes, bombarded with advertising and marketing. Our culture, again, is changing. And in this change, there is a fundamental dilemma that our youth have to face.

Indian tradition and values, as well as our colonial and socialist past, has never held the pursuit of wealth or consumerism, as a morally desired value system. Look everywhere!

Today' s youth is not angry- they are confused!

They not looking for an authority to rebel against. They are looking for a benevolent, kindly, understanding authority figure, who will appreciate their desires, their dilemmas.

And most importantly, give them the 'permission' as it were, to be what they want to be.

In 1984 I joined politics. Mrs Gandhi had been assassinated. It was a moment of great turmoil. The desire arose, to stand behind a young man who had bravely decided to take on the mantle of running the country. It was an emotional decision. Wrong! Politics has no place for emotion.

A singular thought troubled me during that phase the most. For 20 years I had wooed the common man through my films. I had bagged him, cajoled him, pleaded with him to love me as an actor. And when I eventually had him eating out of the palm of my hand, I told him- "Right! Now love my politics too!" I was creating divide within families. In the same household, the women who voting for me, the men for the opposition. No where did this become more evident than through an incident that took place in Assam, soon after. The party sent me to campaign there for the assembly elections. One morning our helicopter, through an error, landed at the wrong venue. Right in the middle of an opposition meeting!

All hell broke loose. We were beaten and stoned. The police fearing for our lives, quickly huddled us back into the plane and told us to take off. As we waited for the rotors to pick up speed, a young boy broke the police cordon, ran up to the chopper, smashed his hand through the window, thrust a piece of paper into my hand and went back. It was a note that read: "Sir, I am a very big fan of yours, but I am with the opposition. Please go away from Assam, because you are making it very difficult for me." It was a very telling comment. I had broken the rules. I had got it all wrong. I had not listened to the voice of the people.

Sometimes, in the arrogance of our own creativity and ability to move masses, we forget to listen to the ordinary individual."~

!

'\

/

I I I I I I I I I I

------------------------------------------------------------- I I I I

Direct response creative team wanted.

Send your resume to: Draft Malaysia c/o Sean Sim 11th Floor, Wisma Perdana, Jalan Dungun, Damansara Heights, 50490 Kuala Lumpur.

I I I

-

1--r--

I I I I I I I I I I I I I I I

_,....--,....--

--------------------------------------------------------- - -- -

fl

10

..._.

--

And

Conference fees are RM750 per head (includes lunch and light refreshments) â&#x20AC;˘

-I

To sign up, call Ragoo at 016 383 0681 or e-mail ham@pop.jaring.my â&#x20AC;¢ We know you will come

Endorsed by IAA & MAA

dDOl (TlediaBanc

iBcloEiBnc

NEW TVC DEBUT - JAN 04/FEB 04

TOP 10 LIST BY RMS FOR COMPANY, DATE: 01-15 FEB 2004 Total RM

Company Name

Brand : Yakult Ace • Title:Worldwide* Duration : 30 sees • Client: Yakult (M) Sdn Bhd • Agency:BBDO (M) Sdn Bhd • Creative Direc­ tor : Mohd Shah • Art Director:Marvin Chan • Copywriter:Jaeson Iskanda • Summary: Yakult is now available in Malaysia. See what the experts have to say to this world-famous healthy drink.

8TV RM

AXN RM

Ch 9 RM

NTV7 RM

TV1 RM

TV2 RM

TV3 RM

WLT RM

Government Malaysia

3,348,995

0

396,000

0

268,880

446,419

1166,366

881,330

190,000

Telekom Malaysia Berhad

3,257,657

0

44,000

0

531,420

330,120

1108,827

1137,690

105,600

Maxis Communications Bhd

3,169,576

431,900

388,700

0

99,936

25,880

199,520

867,640

256,000

58,650

0

579,930

1130,675

98,000

0

Procter & Gamble (P&G)

2,728,155

660,900

0

Malaysia Airlines System Berhad

1,727,441

530,670

220,000

0

86,211

0

0

513,560

177,000

Nestle Malaysia Berhad

1,539,564

87,000

0

72,000

164,524

0

33,900

235,340

946,800

0

0

0

650,500

0

126,600

467,010

242,000

Colgate-Palmolive (M) Sdn Bhd (CP)

1,486,110

Kayla Beverly Hills

1,466,800

42,000

0

0

0

0

0

1424,800

0

Unza (M) Sdn Bhd

1,137,987

86,100

0

0

785,606

0

39,300

159,780

67,200

Unilever (M) Holdings Sdn Bhd

1,049,007

131,400

5,500

0

226,082

0

217,150

372,875

96,000

4171,810

802,419

3471,593

72,000

1054,200

1969,970

20,911,292

Total:

7190,700 2178,600

TOP 10 LIST BY RMS FOR PRODUCT, DATE: 01-15 FEB 2004 Total RM

8TV RM

AXN RM

Ch 9 RM

NTV7 RM

TV1 RM

TV2 RM

TV3 RM

WLT RM

Maxis Hotlink

2,906,776

431,900

388,700

0

996,876

0

129,300

704,000

256,000

Malaysia Airlines - Travel Fair 2004

1,655,341

530,670

220,000

0

286,211

0

0

441,460

1,770

Telekom - Le Tour De Langkawi 2004 CMnet & Mtech & NTV7 - National Telethon For Education 2004

I,286,187 955,446

0 0

44,000 0

0 0

0 955,446

215,160 0

671,427 0

307,600 0

48,000 0

816,270

0

0

0

98,020

74,500

287,050

244,700 112,000

809,950

249,000

0

0

144,600

12,000

54,600

127,750

2,220

742,767

0

0

0

742,766

0

0

0

0

724,800 656,000

0 0

0 0

0 656000

724,800 0

0 0

0 0

645,740 II,199,277

0 1211,570

132,000 784,700

0 656000

211,800

0

4160,519

301,660

16,200 1158,577

Product Name Brand :8TV • Title:Gary's Intro/Brainstorm/Tuning In/Casting Talent/ Hot Water • Duration : 40 sees • Client: 8TV • Agency : Ogilvy & Mather • Creative Director:Sonal Dabral • Art Director :Tan Chee Keong • Copywriter : Eddie Azadi, Donevan Chew, Lim Wee Ling, Izwar Zakri, Poon See Hian & Lim Ying Ling • Summary:Meet the 8TV team.They are different.Their ways of doing things are differ­ ent. Like the wasabi milk shake.Try it, if you dare.

-14&15 Feb Midvalley

- Kitar Semula - Immediate Claims Settlement Enchanteur - NTV7- Ever After, My Best Friends Wedding DiGi & NTV7 - DiGi SMS Storm Showdown F&N 100 Plus Isotonic Drinks & Garden Rendezvous Restaurant Proton - Proton Gen 2

Brand: Pizza Hut • Title:XXX Loaded "Wheelie" • Duration:30 Sees • Client: KFC Holdings Sdn. Bhd.• Agency: Ogilvy & Mather • Cre­ ative Director:Sonal Dabral • Art Director:CKTan • Copywriter: Donevan Chew • Summary :The new XXX Loaded pizza has 15% heavier toppings. How heavy? Check out the TVC for yourself.

Total:

TOP 10 LIST BY RMS FOR MAIN CATEGORY DATE: 01-15 FEB 2004 Total RM

8TV RM

AXN RM

Ch 9 RM

NTV7 RM

TV1 RM

TV2 RM

VIZ RM

WLT RM

Service

12,158,231

930,336

1316,567

55,620

1998,503

554,282

1411,419

4924,902

966,600

Telecommunication

Category Name

11,165,508

533,400

795,697

251,180

3720,450

423,676

1512,166

3406,936

522,000

Toiletries

7,912,810

814,925

33,550

37,285

2655,437

3,400

1079,987

2786,225

502,000

Media, Publisher

3,352,118

51,900

54,900

8,747

482,180

35,500

123,000

2251,890

344,000

3,274,953

0

627,000

0

1862,653

6,200

35,150

442,550

301,400 551,200

Automotive

Brand :Proton Gen 2 • Title :Ouch • Duration : 30 sees / 60 sees • Client : Perusahaan Otomobil Nasional Berhad • Agency : McCann-Erickson (M) Sdn Bhd • Creative Director: Huang Ean-Hwa & Lee Szu-Hung • Art Director: Chung Khim Chong • Copywriter: Ajay Bakhshi • Summary:Introducing the new Gen 2 from Proton. It is a truly, astonishingly stylish car for the new generation.

Food (F&B)

2,243,192

131,400

115,100

Photography, Film

2,231,421

198,333

176,000

Drink (F&B)

2,153,341

111,650

160,800

Milk (F&B)

2,132,240

10,500

0

Medical, Drug Total:

For more information c?lease C3!! at 03 7983 6668

50 8D0IMARKET1NGC0MMUNICATI0NS

1,738,260 48,362,074

190,992

5,700

375,360

657,065

0

40,748

19,300

13,620

911,820

871,600

697,020

467,643

0

75,640

527,787

112,800

71,950

121,310

0

49,780

603,100

1275,600

0

43,750

779,850

523,200

1048,058

4719,872

17292,126

5970,400

216,375

0

0

0

391,460

2782,445

3279,614

1338,177

11931,377

TOP 10 LIST BY RMS FOR SUB CATEGORY DATE: 01-15 FEB 2004 Total RM

8TV RM

AXN RM

Ch 9 RM

NTV7 RM

TV1 RM

TV2 RM

TV3 RM

WLT RM

Telecommunication Service Provider

9,814,951

431,900

740,697

0

3625,233

423,676

1501,466

2691,976

400,000

Entertainment, Sport, Leisure

4,500,839

0

389,567

52,500

1383,012

1,200

69,400

2131,560

473,600

Government, Corporation, Association, Utility

3,866,240

0

545,500

0

268,880

478,269

1200,099

1147,492

226,000

Media, Publisher, Publication

3,352,118

51,900

54,900

87,47

482,180

35,500

123,000

2251,890

344,000

Shampoos, Hair Conditioner

2,984,314

398,200

0

0

678,898

0

524,680

1108,535

274,000

6,200

35,150

296,640

210,000 177,000

Category Name

Brand :Twisties • Title : Afro Brothers • Duration : 20 sec • Client: Danone Marketing (M) Sdn Bhd • Agency: Saatchi & Saatchi • Cre­ ative Director : Edmund Choe • Art Director : Kelvin Leong • Copywriter : Raymond Ng • Summary : Check out the Afrohaired brothers.Nothing can come between them, until one of the Twisties pack is finished.Irresistible. Yummy.

207,740 78,000 2033,250 893,000

2,851,143

0

467,500

0

1835,653

Airline

2,814,358

891,336

220,000

3,120

286,211

0

0

1236,690

Face Care, Cleanser

1,611,730

302,200

0

0

296,570

0

304,750

615,810

92,400

198,333

176,000

28,000

19,300

13,620

194,840

871,600

Automobile Land

0 '

Photography

1,501,693

Fast Food

1,210,886

18,000

126,500

0

455,934

0

77,850

292,601

240,000

34,508,272

2291,870

2720,664

64,367

9340,573

964,145

3850,015

11968,035

3308,600

Total:

MALAYSIAN MEDIA Endorsed by IAA & MAA Spend a full day recharging your media batteries with world-class speakers who will explore the theme Marketing Media along the following lines: How to market media and how marketing can use media.

They will talk about the of power their respective medium, the tools used to market the medium, how skillfully marketing can use the medium to gain in the marketplace, and emerging trends!

This event is supported by the Malaysian Advertisers Association and the International Advertising Association, Malaysia Chapter.

OUT-OF-HOME INTRO Ron Graham - Regional Director, Margaret Lim - President, Poster Publicity Asia Pacific.

Media Specialists Association.

Ron worked in Asia Pacific for 11 years as director and general man­ Margaret, has been a media industry heavyweight since the 70s, ager with the Pearl & Dean Group, living in Singapore, Hong heading the media departments of several leading advertising agencies and also actively involved with media training. She founded MediaBase, Kong, Australia and Thailand and additionally working in China, Taiwan, Indone­ Malaysia's first media specialist, almost a decade ago, and is now Chairman of sia and Korea. In 1997 he joined Poster Publicity and returned to Singapore. Over the past 5 years, he has expanded the business to incorporate offices in Singapore, Carat Malaysia.

Hong Kong, Manila, Kuala Lumpur, Shanghai and Bangkok. Ron will speak about the significance of creative in outdoor, why certain elements are more effec­ PRINT tive, while others less. Also an analysis of the communication components to show P N Balji - Director, what works (and what doesn't) plus creative pre-testing system to ensure optimum Bang Public Relations. communication results from use of OOH. And a showcase of award-winning Out PN Balji has 33 years working in newspapers. He started two major newspapers under his watch, The New Paper on Sunday, a publica­ of Home work. tion of Singapore Press Holdings, and MediaCorp Press' TODAYl DIRECT MARKETING A Wolfson Scholar, before launching his career with MediaCorp, Balji was for Catherine Gale - Regional MD, nearly a dozen years, the Editor of The New Paper, which he turned around from a Draft WorldWide Asia Pacific. loss-making entity on the brink of corporate extinction to the thriving and lively Direct marketing has moved on from the days of lick & stick. newspaper it is today. His profile as a doyen of the media scene has made him much Catherine will present a view of key changes, effective tools as well in demand on the media circuit locally and abroad as a newsmaker himself, and he as case studies demonstrating the power of direct in motion. This session will also has much to contribute to newsmakers on how to work with the print and broad­ cover effective models for optimising the profitability of existing customer seg­ cast media. Balji is a highly sought after speaker on the international lecture circuit. ments and determining how these customer segments can be communicated through compelling direct campaigns.

TELEVISION Lee Cheok Yew - Executive VP, RETAIL MTV Southeast Asia.

Bryce Whitwam - VP Consumer Activation, With over 20 years of experience in the media, he was previously Lowe Thailand.

Director and CEO of SPH Mediaworks. During his tenure there Bryce leads a regional integrated retail department, developing from 2000-2003, Cheok Yew launched two terrestrial TV channels - Channel U retail and merchandising stratgies, solutions, promotions and events and Channel i, started up a production and distribution joint venture, StarEastWorks, based in Hong Kong, and acquired 50% stake in the radio company for major retail and FMCG clients in Asia. His presentation showcases a collection UnionWorks Pte Ltd in Singapore. Prior to SPH, Mr. Leespent nine years at Medi­ of award-winning advertising and promotional campaigns in retail and FMCG aCorp Group, lastly as Chief Operating Officer, leading the charge in the corpora- businesses from around the world. Bryce has travelled across Asia talking about tization of Singapore Broadcasting Corporation in 1994, and set up various ven­ Retail Marketing to varied audiences and leading multinationals in recent years. tures including notably two TV channels - Channel NewsAsia and SportsCity, as SPECIAL GUEST SPEAKER well as a movie company Raintree Pictures.

Tony Fernandes - Group CEO, AirAsia Sdn Bhd. RADIO Right now, one man is making all the waves across the region.

James Yip - CEO He is young, hot and happening and is literally, flying high. It MediaCorp Radio Singapore.

James is a hard-core veteran when it comes to the radio medium. isn't any man who just goes and buys up an airline and then slashes prices He had his grounding in the sale of radio airtime from his early like crazy and creates a hype about his product that is on everybody's lips. days and is now involved in strategic development and overseeing the entire oper­ With a tagline like "Now everyone can fly" he is endearing himself to the ational and marketing divisions. A passionate believer and speaker about the masses with a product that they have long been waiting for. He will share power of radio, James will share his hand-on experiences in the marketing and with you his exciting tales with all its ups and downs which will rivet you to your seat! efficacy of the medium.

Malaysian Media Congress (MMC) 2004 Date: April 21 Venue: The Prince, Kuala Lumpur.

Price: RM750 Details: Contact Ragoo on 016-383 0681 or email ragoosledge@yahoo.com (Seats allocated on a first-come, first served basis)

InnovativeMedia

I MALAYSIA m EDELMAN AND Rll CONSULTINGMERGE Edelman and Rii Consulting has merged, and Karen Hoh, Rji's founder and Managing Director, leads the combined firm which will retain the Edelman name.It will work in four practice areas: Technology,Healthcare, Corporate Reputation and Business-to-business mar­ keting. Clients of the new combined firm, include Microsoft, Nortel Networks, AstraZeneca, Reckitt Benckiser, Malaysian Oxygen, Olympus, New Zealand Milk, and Nu Skin.

WBKm W:m

•I MAGICMAKERS CLINCHES HEALTH! Pitching against well over a dozen favourites, Magicmakers has won the Malaysian Ministry of Health (KKM) account for a second consecutive year. The local ad agency coolly walked away with the production of the TV, documentary and radio campaigns for 2004 includ­ ing the media planning and buying. The size of the account could not be ascertained at press time,though it is believedto exceed RM4million.In 2003,KKM award­ ed production of the TV,cinema anddocumentary films to the same ad agency.

•I APPLE TUNES IN Apple announced iLife '04, the next generation of Apple's award-winning suite of digital lifestyle applica­ tions. iLife '04 features major new versions of iPhoto, iMovie and iDVD and introduces GarageBand,a revolu­ tionary new music application that turns a Mac into a professional-quality musical instrument and recording studio for musicians and aspiring musicians alike.It also features the recently-released iTunes 4.2. m TBWA-ISC GROUP SNAPSHOT. Account Wins: BMW Malaysia and Sepang International CircuitTourism Malaysia's Truly Asia Wins 2 Andy Bronze Awards, Pata Campaign picks up a Silver. New Hires: Tequila expands with its own new PR Division with Liza Karim, formally of Big TreeOutdoor joining as PR Direc­ tor and Cynthia Lau joining as Account Executive. Corrine Ong,formally of Novacom, joins TBWA-ISC to work as Account Manager on Nivea. Simon Wong, Senior writer from Euro Singapore,joins TBWA as Group Head working with Tourism Malaysia and Telekom Malaysia.

Prem Kumar joins as a Graphic Designer.

WM YAKULT OPENSPLANT IN MALAYSIA World leading manufacturer of probiotic products, Yakult, has opened its plant in Seremban and aims to capture 1% of Malaysia's 23 million population drinking its cultured milk drink withinfive years.The RM70million Seremban plant covering 30,000 sq metres is the com­ pany's 23rd manufacturing facility in the world. m AD AGENCIESHIT KEMPEN TRAIL It's electionsfever andunofficial sourcesindicate that ad agencies like Naga DDB,Bloomingdale and Leo Burnett are busy driving the ad campaigns for the ruling coali­ tion. As at press time, ADOI had still not ascertained the budgets involved but it's anyone's guess that it would run into the millions.

WM MALAYSIAN ADVERTISINGDIRECTORY RUNNING OUT FAST! The latest Malaysian Advertising Directory is selling so fast that the publishers wouldlike to urge those who are keen to have a copy to phone 03-7726 2588 and ask Jean - FAST! m DUKE OF NORFOLK Regular ADOI columnist Kurt Crocker is currently in rehearsals for a play to be opened on April 10th. Ad man Ben Tan isin it too.The play is part ofThe Actor's Studios' 15th year celebration and will be their most ambitious production for the year. It is a re-staging,with an entire­ ly new cast of a playthey dideons ago,called,"A Man for All Seasons'' Kurt plays the Duke of Norfolk!

521aDOIMARKEIMGCOMMUNICATIONS

1

Guest Information Services (GIS)

MgtipgnH MINIMI ||2 * *

Syahril Abdullah

SYAHRIL Abdullah, CEO of Pixelasia recently introduced 'Guest Information System' or GIS a new product in the market;to benefit the hotel and advertising industries.

Pixelasia Sdn. Bhd. is an e-media concern that undertakes business activities contributing towards the promotion and enhancement of the tourism industry in Malaysia.

"GIS is an interactive in-house advertising catering for the medium and upper-class mar­ ket whereat in comprehensive information database is transmitted via wired and wireless connectivity with flat-screen technology direct to guestrooms of foreign and local business tourist, business travelers including delegates of international and domestic conferences," says Syahril.

"Currently, GIS had been implemented at Dorsett Regency Hotel, Kuala Lumpur. Just a few months after complete installation of GIS, the occupancy rate at Dorsett had gone up tremendously Soon to follow are hotels like Equatorial, PNB Darby Park, and still in final negotiation are 5 more undisclosed hotels.

Another important point is advertise@GIS will only a cost a nominal amount of below RM3800 per annum per hotel location. The most cost effective e-media medium in Malaysia and more that 20 times the viewer-

ship of national television for the same cost or minimum 219,600 total screening for one year. Breaking it further, it means, it would only cost of 0.04 cent to advertise each room per day including lobby, coffee house and business centre.

Syahril is confident GIS is ideal for other sectors too; like Shopping, Restaurants, Events, Leisure, Airlines, Travel Agent,s, Banking, Insurance, Corporations and Gov­ ernment bodies.

Pixelasia Sdn. Bhd. also specialises in the use of state-of the art technology -new tools, new concepts and new paradigms. Further­ more, Pixelasia has also developed a diverse set of design, marketing and communication tools to meet Malaysia's Multimedia Super Corridor and international needs.

"Pixelasia provides a unique competency in implementing and delivering technologies that allow organizations to accomplish improve­ ments in customer support service based on a standardized, unified platform. Our solution enables the organization to provide convenient and efficient customer support services within the organization and to its customers," con­ cludes Syahril.® Watch out for Pixel Asia's official launch soonl

Himawari HIMAWARI (M) SDN. BHD. Malaysia's Leading Promotional Products Specialist Stockist Of Exclusive Premium Gifts, Corporate Gifts and Business Gifts

"If it exists we'll source it, If it doesn't we will make it" Lot 3.40 - 3.42, 3rd Floor, Wisma Cosway, 88, Jalan Raja Chulan, 50200 Kuala Lumpur, Tel : (603) 2148 3494 Fax : (603) 2142 6245 e-mail:sales@ himawari.com.my website:http://www.himawari.com.my mail:sales@ himawarimalaysia.com website:http://www.himawarimalaysia.com aD0IMARKET1NGC0MMUNICATI0NS|53

BrandingConsultancy

Ova/lnterbrand Because brands transcend borders!

"Malaysian companies are facing a growing awareness of the branding phenomenon. Our primary focus is to help Malaysian brands grow not just locally but regionallly and internationallly. The partnership allows Ova/lnterbrand to produce best results with proven tools and methods with the highest level of professional integrity" said Sheila Luis Abdullah, Manage­ ment Brand Consultant, Ova/lnterbrand.

Worldwide Chairman and CEO of Inter­ brand, Charles E Brymer, said the economic and business growth of Malaysia prompted Interbarnd to focus its branding services here, in an effort to propel Malaysian brands globally.

Shiela Luis Abdullah,Management Brand Consultant

Dharma Somasundram,Consultant Partner

MALAYSIAN companies will get the chance to re-energise or create new brands based on local and international insights, by tapping into the services of the latest branding connsultancy in Malaysia. Ova/lnterbrand, an affiliate of the Interbrand Group, one of the world's leading brand consultancies, was launched by the Min­ ister of Entrepreneur Development.

Beginning its operations in September 2003, Ova/lnterbrand currently has a client base of five, inclusive of Telekom Malaysia, Commerce Asset Ventures and Stevian Biotechnologies.

Through the affiliation, Ova/lnterbrand intends to meet the growing needs of Malaysian com­ panies to build local brand that hhave interna­ tional reach.

"By tapping into Ova/Interbrand's wide range of branding services and its wide network of resources, local companies can bridge that elusive gap between what a product is, and what the product is, and what the product brand truly represents," she said.©

«, an affiliate of bstertmd sheila lute abdullah. consultant, 019 33$ 4168

Ova is fhs> trademarks flame of Effee Sdn fih4 1310 Stock 4, PhifeeDamam*ra Z, 15 iafari 16/11, 46350 Petatmq Jaya, Sftaftgor, Malaysia tei €03 m II MS fa* 603 7m n 363 email 5heila#ova,c©m.mf

54 dDOl MARKET1NGC0MMUNICATI0NS

OVA IS INSPIRED BY THE STORY OF THE GOOSE THAT LAID THE GOLDEN EGGS. THE MORAL BEING, A BRAND THAT ISN'T VICTIM TO HASTY PROFIT CONTINUES TO BE A WEALTH CREATOR.

"Malaysia is an integral part of our regional growth strategy and we are delighted with our partnership with Ova. The Malaysian economy is dynamic, robust and characterised by strong companies and visionary entrepreneurs," quipped Charles.

During the launch held at Ova/Interbrand's new premises, Sheila added that as more com­ panies enter on a level playing field, there is a realisation that the only differentiator is the brand. She added that more and more compa­ nies are realising that brand equity is a power­ ful business tool that has ultimate impact on business results.

"Though globalisation, more and more companies are operating though borderless business communities. Hence there is an imperative for their brands to have not only local flavour and appeal, but international recognition and reach."

Sulina Baharin,Consultant Partner

ABOUT INTERBRAND: Interbrand, founded in 1974, is the largest and longest-established branding consultancy in the world. With 40 offices in 25 countries, and over 1200 people worldwide. Every year, Interbrand publishes a survey of the world's most valuable brands with BusinessWeek. Interbrand's major clients include BMW, Procter & Gamble, Samsung, Deutsche Telekom, OSIM, Nissan Motors and Thai Airways.

THE WORLD'S BEST PROGRAMMES, ONLY ON ntv7.

Everybody Loves Raymond Outstanding Comedy Series Tuesdays 10.40pm

Friends Outstanding Comedy Series Thursdays 10.40pm

Survivor Outstanding Non-Fiction Programme Fridays 11.1Opm

CSI Outstanding Sound Editing & Nominated for Outstanding Drama Series Saturdays 2.00pm

TUNE IN TO SOME OF THE WORLD'S BEST-RATED SHOWS EVERY NIGHT. BROUGHT EXCLUSIVELY TO YOU BY ntv7.

feel good

channel

We are individuals united as a company called XM. A dedicated group of hard-working, fun loving people who enjoy what we do. From strategy to implementation our people come together to thrive in a place where drive and talent matter.Where passion is more important than position, and where ideas make a difference. As the global e-business arm of one of the world's largest marketing communications companies, we have evolved,rather than acquired a groupwide culture of shared learning. What does this mean for our clients? Effective e-business strategies for individual markets and e-business thinking that is enriched by multinational experience. Globally we have a history of combining high-end business strategy, user experience design and advanced technical development to deliver full circle e-business services. In Malaysia, we are already working with major multinational corporations.

As individuals we are

share a collective passion to achieve the extraordinary.

i

t

i

XMMALAYSIA

56| dDOl MARKEIINGCOMMUNICJ

It's how you relate jit@xm-msia.com

taryn@xm-msia.com