Adoi Malaysia 2004 May-June Issue

MALAYSIA'S #1 ADVERTI May/June 2004 RM 10

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AdFest Verdict

Butt Out Out the Door

AD# 1 Free Classifieds Superman Book Review

Sun Gets Sticky

(gto* Mofid lUadzmi ixecutive Chairman

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Editor's Note

We kaew you would see this.

Had I«H t*«s powerful roettei cm be.

AjWJI £i. Thr Pftmt Hotri Ktali Lufiipur

AS ADOI approaches its 8th anniversary, I can't help but reminisce about how far we have come.

Besides being a publication that has stretched itself to Singapore and Indonesia, we have organ­ ized a couple of big events like the Malaysian Cre­ ative Circle Awards, Adrenaline Student Awards, Power Suits Awards and scores of workshops, seminars, professional development programmes and tea talks. We are particularly proud of a recent event, the Malaysian Media Congress, which we pulled off with zero sponsorship money!

What does all of this tell me? That there are a lot of readers and supporters out there who believe in what we do. And why not? We are soon publishing a coffee table book called Portfolio, which show­ cases the best of Malaysian advertising over the past 5 years.

Some readers may not be aware of this but it bears telling: for the past 3 years we have been publishing the annual Singapore Creative Circle Awards Showcase book, commissioned by the Singapore 4As. And we also organize the ADOI Advertising Awards in Jakarta every year.

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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.

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Respectfully,

issue

HIGHLIGHTS

REGIONAL PUBLISHER Harmandar Singh aka Ham ham@pop.jaring.my CONTRIBUTORS Josh Sklar Dean Johns Kurt Crocker Greg Paull Nicky Watts

What does all this tell you? That you have every reason to be proud a Malaysian enterprise is lead­ ing the way as an industry voice across the region.

Perhaps, your faith may spur us to become an Asia-wide player. Why not? Malaysia Boleh, right?

I also noticed that many other industry-players have suddenly woken up and started to initiate projects for the industry at large. This is very encouraging and should be lauded.

I believe that the more 'right' things are done for the industry, the better. And the definition of 'right' is simple: to deliver true value!

08 08 28 26 34 40

Dean Johns: Vir*s Alert Greg Paull: Follow the Leader Kurt Crocker: The Anatomy of Great DM Copywriter Kodak Expands Palette of New Generations Films Nicky Watts: Out the door?

Best Agency of the Year

SPECIALS 10 12 18 30 38

IAA Looking Great M&C Saatchi: Anniversary with a Bang!

Who's the Superman behind Superbrands?

Beats Me! Guerrero shoots directly at smokers

INTERACTIVE 14 Josh Sklar: A Submissive Chicken of Different Colour EXCLUSIVE INTERVIEWS 04 Dato' Nadzmi Mohd Salleh: Mobile Advertising 21 Dato' Shazalli Ramly: Reinventing Again!

Member of

© All rights reserved by Sledgehammer Communications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

Audit Bureau of Circulations

aDOIMARKETINGCOMMUNICATIONS a

CoverStory

NADICORP Holdings Sdn Bhd (Nadi) is the owner of 9 bus companies plying routes through­ out the nation using a single brand - TRANSNASIONAL. Their yearly total number of passengers is between 12 million to 60 million, on the express and stage buses. They have 1,200 buses con­ sisting of express, stage as well as charter. The number of buses in their fleet are expected to increase in the very near future with the taking over of the Park May Berhad listing status on the Main Board of Bursa Malaysia Berhad.

This month we talk to Executive Chairman Dato' Nadzmi Mohd Salleh, who was awarded Malaysian Entrepreneur of the Year and Master Entrepreneur of the Year by Ernst & Young Malaysia and CEO Zaini Yuhyi on how TRANSNASIONAL's advertising arm, Mobile Advertising Ser­ vices for Transport Operation (MASTRO) is taking transit advertising by storm...

Dato' what's the plan once you take over Park May? Well, all the buses under the listed entity will be included in our fleet therefore expanding the num­ ber of buses to more than 2,000 altogether. We

intend to keep the brands of TRANSNASIONAL and the brands used by buses under the Park May Group, i.e. Plusliner and Nice, thereby offering choices to our passengers.

Advertising space rentals, which started out as a side business for TRANSNASIONAL, will now be translated into a strategic non-ticket busi­ ness for Nadi transport companies. We look at our TRANSNASIONAL buses as 'ambassadors on wheels' and as such carries with it the mes­ sage of reliability and safety to the passengers and their loved ones. This image is also being communicated to the motorists and pedestrians alike who happen to cross paths with our buses.

Then we started thinking of other messages that can be communicated by our buses by interest­ ed parties, which will benefit from the image and reputation that we already hold in the minds of the general public.

After much thought, we felt that we have to get a specialist to look into this aspect of communica­ tion services and that specialist job was given to MASTRO. Therefore, MASTRO is given the exclu­ sive rights as an advertising media agency on all transport and transport related businesses of

El aDOIMARKETINGCOMMUNICATIONS

Nadicorp. Hence, Nadi's foray into the world of media ownership.

What is your expectation this year in the area of mobile advertising?

Mobile advertising encompasses anything that moves and therefore very wide in its definition.

Specifically, Nadi is the media owner for the bus medium which comprises express, stage and charter buses. Looking at the growing advertising ringgit spent on communication campaigns year after year, I would expect quite a significant sum of money to be channeled to the bus medium. How­ ever, I am aware that currently, advertisers and the communication practitioners do not think of the bus medium the way that I feel they should. Simply because buses go where people are and buses are not constrained as to the areas where they can take their messages to, unlike billboards and unipoles which could be disallowed at certain loca­ tions due to local authority guidelines.

In saying so, I cannot still put a number on my expectations for the simple fact that this form of communication is still in a fledgling stage in the minds of the medium users. I would like to think that

u BUSES, AS A MEDIUM I WOULD LIKE TO THINK THAT

OF COMMUNICATION, WOULD BE COMPARABLE IN MARKET SIZE TO BILLBOARDS AND UNIPOLES IN THE NEXT 2 TO 3 YEARS

33

buses, as a medium of communication, would be comparable in market size to billboards and unipoles in the next 2 to 3 years. All we need to do is offer the right packages for the products and services and the industry will have to take notice of the buses as a medium of choice when it comes to outdoor advertising.

Public perception of bus drivers hasnt exactly been exciting. What's your per­ sonal take on this?

Public perception has largely been formed due to recent events that have not been too encourag­ ing. When human lives are involved, the attention given is definitely more compared to disasters involving non-humans. This is quite understand­ able and something that bus operators will have to take priority. There is no comparing to public safe­ ty. With TRANSNASIONAL, we are proud of the fact that we have trained drivers and it is compul­ sory for them to go through defensive driving refresher courses twice a year. Besides this, we have instilled a culture within our companies that safety is of our utmost concern and drivers will be held accountable if they flout the safety rules given to them.

When accidents do happen, no matter who is at fault, it will affect the image of the bus industry as a whole. This is normal but we should not burn the whole house in order to kill one mosquito. What I mean is that the unfortunate accidents should not be used to label the buses as a dangerous medi­ um especially when it comes to the advertising services. This is just like saying that advertisers should not consider the print medium because certain individuals have alleged them to make slanderous reports. Even though the degree is less but nonetheless the bad repute that they get should affect the credibility of the medium. But you and I know that this does not happen.

Are you looking at some form of merging other advertising vehicles with your offer­ ings to advertisers?

For the time being, MASTRO is mainly setting our sights on how to expand the concept of bus

advertising to the users, namely advertisers, adver­ tising agencies and media specialists. There is definitely a huge potential in this area as this medi­ um has been in slumber for far too long. We are not discounting the inclusion of other vehicular adver­ tising mediums in our future product offerings as long as it gives our clients value and effectiveness in their communication strategy. That is why our

State Government for their "SUKMA ke-10". We are also currently talking to corporations in the Telecommunication, Insurance, Banking, and Tourism industries which have also indicated strong interests to explore the possibility of com­ municating their messages using our 'ambassa­ dors on wheels'.

What makes your medium different from the clutter of other media choices?

You would already know that integrated mar­ keting approach would dictate that campaign strategists consider various media forms to deliver messages to the intended target audiences. It is also a known fact that messages coming from var­ ious sources have the tendency to be remembered or recalled better than a single medium presenta­ tion. It is with this in mind that we are of a strong opinion that buses can provide this reach, frequen­ cy and even high recall for the simple reason that they go where people go. What MASTRO is doing is giving the advertisers an alternative medium whereby the remote control and the flipping of pages are not possible whatsoever. This is what we are offering as well as the potential to create out of this world creatives which would reduce the num­ ber of "head turners".

MASTRO's CEO Zaini Yuhyi, all set to rev!

name MASTRO is the acronym for Mobile Adver­ tising Services For Transport Operations, operative word being "Transport".

Who are your main clients and how do you work with them?

Being a new kid on the block, we are happy to say that we are working with a few clients, private entities and government bodies, which have the foresight to see that bus advertising is a very effec­ tive medium in getting the awareness going. The two I can mention for now are TV3 for their "Sure Heboh 2004" campaign and the Negeri Sembilan

Encil Zaini, how do advertisers track their advertising with you?

This is the million-ringgit question asked by all advertisers and advertising agencies alike. My question to answer this question is, how do the advertisers track their advertising with the other out­ door advertising mediums? If they have one way we can do this effectively, we are more than happy to consider and making it as our tracking tool for other advertisers as well in the process. The truth of the matter is, there is no proven way, none that I am aware of at least, to do this effectively as there are many issues which need to be resolved when attempting to undertake this "massive" tracking job. One way I suppose that could be done is esti­ mating the number of cars that the buses cross paths with daily during its operation time and also estimating the number of pedestrians that these buses pass by. Then we could apply a mathemati-

aDOIMARKETINGCOMMUNICATIONS 9

CoverStory

enough for the creative to be fresh and exciting. In short, the creative has to cap­ italize on the 'moving image' aspect of the medium. We believe in "thinking without the box" which means we do not want advertisers to just think of the bus as just a box that moves. It is more than that real­ ly, and we would be working hard to ensure that advertisers get value from their bus advertising investment. We would also advise the advertisers not to concentrate entirely on the bus exteriors in their campaign planning but also to consider the potential of the interior advertising in communicating with their target audiences. That is of course if the passengers' profile is within their target requirements.

MASTRO has also been given the rights to offer advertising spaces at a few strate­ gic bus terminals. This is indeed some­ thing I feel advertisers should find attrac­ tive, as it is now possible for them to start communicating with their customers even at the waiting areas of these terminals.

This communication process could then continue once the passengers have boarded the buses. At the same time, the "waiters" or people who send the bus passengers off can also be communicat­ ed with.

MASTRO playing host to client Kurnia Insurans

cal formula to estimate the number of "eyeballs" looking at the buses with the advertisements. As you can see, this is a massive task. A simpler way would be to conduct surveys on behalf of our clients, on board our express and stage buses, which ferry about 60 million passengers a year.

This is one product which we are currently offering to our clients.

Are there any new developments of your media products in the near future? For example, in Singapore, there is TV mobile via satellite transmission.

Thank you for asking this question as this is something which I really would like to share with ADOI readers and the communication strategists in general. We at MASTRO feel that we have some­ thing new to offer to the industry players in their quest to create market awareness, reach and recall. This medium is a diamond in the rough which is waiting to be polished.Why not use buses when even the exteriors and interiors of the buses have not even been developed to their full potential yet? And the screens placed on the top front por­ tion of the buses. Plus the television screens in our express buses! It is by any account an electronic medium and it is about time we capitalize on the moving images of the medium not unlike our freeto-air, cable or pay-per-view television counterparts.

The usage of this medium is

With advertising expenditure loo­ king up this year in line with eco­ nomic growth, how do you see The MATSRO team from left: Hazel, Zaini and Andrea transit advertising panning out?

Before I proceed in answering this all too also not limited to selling advertising spots to important question, I would like to state that until advertisers only. Rather, it is a means to provide the today, we have no idea what is the market share of passengers with better quality programming of the the outdoor advertising in the ADEX figures infotainment nature. Happy passengers are recep­ released year in and year out. Let alone figures tive passengers I would say. with respect to transit advertising. However, in the It is with this frame of mind that we are in talks scheme of things and in light of the some growth with a content provider which will be showcasing in advertising expenditure this year, I would like to their syndicated content while at the same time sell­ think that figures relating to transit advertising ing the "spots". We are thinking of doing 30-secshould experience a marked increase. Simply onds and 1-minute spots along the journey. On the because there are already the realisation by buses, advertisers will have the opportunity to com­ advertisers, and their agencies alike, that with the municate to captive audiences who cannot "zap" mobility of the population becoming more and the programs at their whim and fancy.. more apparent due to the increase in the number of vehicles on the road, the way to communicate What sort of creative buys can advertis­ with their market is when the targets are on the ers explore with MASTRO? move.

Gone are the days when the print medium I personally think that a medium is only as can be the only communicator to the desired audi­ important as the creative that it is displaying. With ences.

The day has come when the roads have to this philosophy in mind, we provide the avenue for be tapped upon to deliver messages to the advertisers to explore any creative style they feel desired consumer targets which can be reinforced could appeal to their target audiences. Of course, further in the other traditional mediums when they the creative concepts have to comply with MASget to their destinations. Strategic decisions dic­ TRO's guidelines and policies set by the authorities. tate that advertisers choose the medium or medi­ Other than that, anything goes actually! ums effectively to get the desired effect and the I am also of the opinion that the channel of communication must be various. With creative play on the conviction, I am of the opinion that transit advertis­ buses cannot be the ing and bus being one of them, is the comple­ same as on billboards mentary medium which every serious advertiser or other outdoor media. should explore in making the money spent worth Their mobility advan­ the investment. tage should be reason

m

a aDOIMARKETINGCOMMUNICATIONS

.Opinion

FOLLOW THE

LEADER IBY GREG PAULL lgreg@rthree.com

DATUK Seri Abdullah Ahmad Badawi is quite something, huh? I thought I was getting old and cynical prior to the election. Having lived and worked here since 1991,1 suspected - as many did - that his high profile arrests of Eric Chia and the like might have been a ploy to gain votes. Post election though, the 'new broom' has continued sweeping, and focused on the quest for transparency, for fair play and for a clean slate. There are very few Asian leaders that have been as aggressive in recent times on corruption and dishonesty. Just when you think he's proved his point, he's back in again.

So what does all this mean for the advertising industry? Well, as Ham so rightly said in an editori­ al piece a few months back, the days of cronyism and lobbyists appear to be over. The message from the top is that this is a meritocracy - may the best people win on their ability, not on their con­ tacts. There are major implications here for the way we go about our working lives. I would suspect in a year or two this notion of fair play will pervade much of Malaysian business. Here are some suggestions on how to get ahead of the pack...

For clients this means....

1. Pay fairly. Some clients see a fee negotiation as ENVIOUS of computer hackers having all the fun disseminating viruses, I've decided to strike a blow for us hard-copy hacks. So be warned, this piece is riddled with a virulent pathogen I've cre­ ated, or rather discovered in its dormant state and cunningly rendered infectious, that will spread like wildfire among people who are rash enough to engage in acts of unprotected reading.

How will you recognise this organism in order to avoid it like the plague? You should know very well by now as, unless you're wearing a blindfold or other ocular prophylactic, as you've already been exposed to it in the headline. Examine it clo­ sely and you'll see that my virus closely resembles the symbol known in English as an "asterisk", co­ mmonly used either to signal a footnote or to rep­ lace the vowels of certain four-letter words to make them appear less obscene. And of course those Egyptologists among us will find it reminiscent of the ancient hieroglyph signifying "star", "squa­ shed insect" or "cat's anus".

But who cares what shapes viruses come in, as long as they have weird or way-out titles? Tho­ usands of cool tags like Netsky, Mydoom, Spoof.Exploits, Trojan.Digits, Sobig and Loveletter had already been taken long ago, but I discov­ ered to my delight that nobody had yet used the name I had in mind for mine, "Bookworm". Or, to

a trip to Petaling Street. Unfortunately, agencies play along with the game to their own detriment.

In the last two years, we've worked with clients at all ends of the 'fair' spectrum, but it is the ones that want their agency to make a profit that get better work, talent and commitment.

2. Pitch cleanly. We've only managed one expe­ rience where more than 2-3 agencies were required for the final round of a pitch - and that was because of extenuating circumstances. Mar­ keters should not use the pitch as a 'free window for ideas' reviewing many agencies' creative thinking - but a chance to find a lifelong partner.

A human courtship may involve meeting people to find Mr or Mrs Right - but not sleeping with as many as you can.

3. What's not yours is not yours. Recently, we had a Malaysian marketer who didn't want the agency, but did want their ideas - so he agreed a fee with them. Now that's best practice under the PM's eye - and marketers should be prepared and happy to pay for big thinking. Recycling some-one else's rejected idea behind their back is just not kosher.

For agencies this means 1. What's also not yours is also not yours. A media or production discount is a benefit to a client, not an agency. It should be returned. If not, there will come a time when an agency MD or CFO appears on the front page of the Star much as Mr Chia and others have before.

2. Charge fairly. Sadly or otherwise, the days of "commission", 'concept fees' and 'artwork fees' are going the way of the dinosaurs. In the US now, 80% of all relationships are on a fee basis - so why is Malaysia still only 20%? Clients and agencies that can agree to a simple, transparent fee that reflects the actual scope of work will find the rela­ tionship move to a new level - with greater trust and shared visions.

3. Come clean on conflicts. Some agencies have this "Don't tell anyone we're working on both clients' mentality. Malaysia is too small for this.

Instead, go talk with someone like Henry Tan of MindShare - he runs three independent compa­ nies, all with their own security access, and with conflicts that all clients are completely aware of.

We're firm believers that if the agency is serious about both clients in a category, they can both be managed discretely and professionally.

I guess the feeling I am left with is - "This is not your father or grandfather's Malaysia." The new PM has made a clear stand on the way business should operate here - it will be refreshing to see the advertising industry be one of the first to embrace his vision.

Greg Paull is Principal of R3 Asia Pacific (www.rthree.com), the Asian arm of a global consulting group on agency compensation and relationships

Vir*s alert!

IBY DEAN JOHNS I deanjohns@optushome.com.au

represent its more malignant, mu­ tant strain, B**kw*rm.

Now that you're well and truly infested with this bug, as you must be if you've persisted in reading this far, naturally you're dying to learn how sick it's going to make you. If so, simply press on. Not that you have any choice, as the first symp­ tom you'll experience is the urge to peruse this piece to the bitter end. Next you'll find you can't stop there, so insatiable will your appetite have become for every line of print in sight. And in your desperate cravings for type in sheer quantity, you'll lose all taste for quality. For­ saking your usual brain-food in favour of such fill­ ing but nutrient-free eye-fodder as contact re­ ports and all-staff memos, then sinking ever lower on the literacy scale until you're finally reduced to voraciously devouring any old verbiage, from go­ ssip "magazines" and tabloid "newspapers" to

m 0DOIMARKETINGCOMMUNICATIONS

those big thick "novels" they sell millions of in airport terminals.

But don't let the word "termi­ nal" frighten you. B**kw*orm is­ n't fatal, it just kind of f*cks you up. At worst you'll feel and be­ have much like a PC does when it picks-up a virtual virus, some­ what slow and stupid, with an ov­ erwhelming compulsion to infect yo­ ur whole network. Just like a stricken computer, however, you'll be fine after a spot of reprogramming.

You might also like to guard against future attacks by installing a firewall.

Not a fancy piece of software like you'd need to protect your PC though, just your basic box of matches. So that now you've seen the light, next time you fall prey to B**kw*rm or just plain bore­ dom, you can burn reading material like this in­ stead of reading such a load of cr*p.H

UPCOMING EVENTS June 3: ADRENALINE STUDENT AWARDS CREATIVE SEMINAR For details, call Ragoo on 016-383 0681 or Alan on 01-296 8774.

June 4: CLOSING DATE FOR MALAYSIAN POWERSUITS AWARDS. For details, call Ragoo on 016-383 0681 or Alan on 01-296 8774.

AJeditor LETTERS! ••T0THE

Dear Editor,

sands of ringgit are forked out by avid players to Your publication is great and is able to reach the

win the top prize. The more you spend, the better

people that are relevant in the business.

your chances. Sure, there's a tie-breaker but who

I placed an advertisement in your last publica­

June 7: Entry deadline for AIR Awards, honouring the best in radio commercials. Visit www.theairawards.com.my for details.

tion and the response was great.

June 28: BRAND EQUITY AWARDS NIGHT For details, call Joe D Silva on 012-299 8899.

in our Marketing Department.

July 6: ADRENALINE STUDENT AWARDS PRESENTATION NIGHT For details, call Ragoo on 016-383 0681 or Alan on 01-296 8774.

July 15: CLOSING DATE FOR MALAYSIAN CREATIVE CIRCLE AWARDS. For details, call Ragoo on 016-383 0681 or Alan on 01-296 8774.

are feverishly clocking up their bills. Tens of thou­

are we kidding here? I'm surprised the authorities have not woken up to this 'scam' yet!

I would like to try again - this time for a position Pui Leng 26, Jalan Merenti, KL. Best Regards Robitahani Zainal

Dear Editor,

Corporate Communications, McDonald's Malaysia I just returned from Jakarta after shooting a TVC Dear Editor,

there. During the shooting I noticed the agency people reading ADOI. I was shocked to find out

July 16: MALAYSIAN POWERSUITS AWARDS NIGHT. For details, call Ragoo on 016-383 0681 or Alan on 01-296 8774.

Am I the only one who is alarmed with the amount

that ADOI has a separate Indonesian edition. In

of money that is splurged by viewers on promo­

fact, the issue was so thick, about 72 pages!

August 7: Entry deadline for Malaysian Video Awards

tions involving SMSes. Send an SMS and stand to

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

Details at www.iaacongress-china.com

win big prizes. This stuff is all over the place! With

Well done.

top prizes like expensive cars up for grabs, users

Ridzwan

International Advertising Association (IAA) Malaysia looking great!

Posing from left: Kenny Ho (ExCo), T Renganathan (TVeasurer), Tay Ai Leen (Vice-President), Rishya Joseph (President), Borhanuddin Osman (Secretary) and Nigel Schubert (ExCo) lAA'S new committee rocked off its events calendar this year by helping host the Malaysian Media Congress under its auspices.

Next up, is the launch of a Portfolio Book show­ casing the best of Malaysian advertising early next month. Plus, lending support to the annu­

al Adrenaline Student Creative Awards which is now in its third year. They also announced a special offer: A 30-day free trial and a exclu­ sive 15%-discount to all members when they subscribe to AdFolio, AdForum.corn's creative library. With more than 30,000 ads from all over

W 3DOIMARKETINGCOMMUNICATIONS

the world on every type of media, AdFolio is the world's largest creative library of the best and most significant work. Register and start your free 30-day trial now! Go to www.iaaglobal.org/clientlogin.asp and log on as an IAA member.fO

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Fax: 603-9543 0566 or email: mediasales(a>astro.com.my Astro and Astro Logo are trademarks of MEASAT Broadcast Network Systems Sdn. Bhd. (240064-A)

astro making your life richer

Anniversary

celcom

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See football in everything?

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TorncjHt. Urn Epic Battle LIVE! Arsenal us. Manchester United FA Cup Semi-tinel

Saturday 3 April, 7.00pm

Arsenal • Sunday IS February. 8.25pm • Astro Supersport & otv7 i. Mew City • Saturday 14 February. 8.30pm » Astro Supersport & n

Blues face the Gunners In a pulsating match of strategy and skills.

feel good It's in your hands

Celcom-ln-Play consciously moved away from the lethargic...

M&C SAATCHI CELEBRATES ST

1 YEAR ANNIVERSARY WITH A BANG ping a bold but sound strategy and ultimately, by THE country's newest international advertising ag­ producing a creative campaign that has managed ency, M&C Saatchi, celebrates its first year anniver­ to get people talking," explained Lara, as she is aff­ sary this May with a handful of blue-chip accounts, ectionately known. a healthy billing, some great work and a big bang.

"We've also done a tremendous amount of wo­ It's no mean feat to start from Ground Zero and rk for ntv7's new re-branding ex­ build a business worth RM30 mil­ ercise as well as for Lam Soon's lion in less than a year but that's Naturel cooking oil and Antathe blue ink figure at the close of bax anti-bacteria soap," she ad­ 2003 for this feisty agency head­ "... our clients ded. Indeed, the agency's chaled by Datin Sharifah Menjalara enger spirit is greatly epitomized know they can Hussein, its Managing Director.

"More important than the bil­ always expect the by its creative team, headed by its Creative Director, Anthony ling, is the work that we've done unexpected.

Wong. In M&C Saatchi's creative for our clients. We are truly a str­ environment, all our creative pe­ Anthony Wong ategic-planning agency, a chal­ ople are empowered from Day 1. lenger agency. That means, we They are empowered to challen­ constantly strive to approach any ge the status quo, to experiment, marketing-communication proj­ to innovate, to see things differ­ ect by first challenging the status ently But that's only half the battle. quo, looking for ways to find fresh, new solutions."

"Our creative work is built on a solid foundation "Take our Celcom-ln-Play sub brand for ins­ of strategic planning, which in turn is always bac­ tance. Rather than recycle work that the public has ked up by research, focus group studies, consu­ seen, we consciously moved it away from the le­ mer data and case studies." thargic to the fresh and the exciting by firstly, map-

m aDOIMARKETINGCOMMUNICATIONS

"That makes our creative sell a lot easier. It's why people who've been with us from Day 1 are still here. We didn't buy them. They're here because they want to be."

"I wouldn't go so far as to say we've become a great agency in a year, but we all want to get there.

Fast. And the clients can sense this impatience... this passion. The passion for great work that stems from our motto, 'brutally simple thinking'. At the risk of sounding cliched, our clients know they can al­ ways expect the unexpected," elaborates Anthony.

M&C Saatchi has also recently added Bank Simpanan Nasional and the Impiana chain of hotels to its already impressive client list. On top of that it has also picked up its first awards at the Malaysian Creative Circle and Malaysian Video Awards shows within the first 6 months of its inception, winning in the Best Print and Best Scriptwriting categories respectively.

"We hope to commemorate our 1st year ann­ iversary with a small get together with our clients and partners,and hopefully invite one of the found­ ing members of M&C Saatchi worldwide," says Lara with a smile.

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A Submissive Chicken of a Different Colour • BY JOSH SKLAR, FOUNDER LOGICWORKS I josh@logicworks.us THE ethereal glow transmitting in staccato bursts from the impossibly thin, impossibly bright LCD sc­ reen bathed the man hunched over, pecking away at the keyboard, with a cheap and seedy sensibili­ ty - had anyone been present to cast a judgment, anyway Checking again, perhaps there was so­ meone else in attendance after all. On the ultramo­ dern screen, a foul fowl prancing about doing the can-can one moment and, the next, hitting itself in the head with a pillow. What sick and twisted man­ ifestation of the future has the Web visited upon us anyhow?

Welcome to the latest viral marketing initiative from Burger King! They're known for their Whop­ pers and, in brilliant Internet tradition, launched a new one upon consumers in April, month of fools.

With an eye toward promoting their new TenderCrisp fried sandwich, they decided nothing sells chicken like guerilla. In a manner not unlike I sug­ gested in a recent column, the BK used a combi­ nation of Web technology, creative innovative think­ ing and the community news sites out there to gen­

erate an enormous amount of word-of-mouth pro­ motion and interest via guerilla marketing. In what?

In a person in a chicken suit, replete with garters, responding to commands typed by the hordes of geekish visitors who spread the word and then themselves responded.

Where's the Whopper? Well it's not so much a lie as a clever bit of technology disguising, for so­ me, the truth: that there are over 400 prerecorded clips of the coy chicken that are used in tandem with a database to quickly figure out the likely ins­ truction, giving the appearance that there are chi­ cken-suited legions standing at the ready - at the peck and call one might say if one wanted to risk loud groans- to enact whatever fantasy can be mu­ stered and later relished with a side of fries.

For the sick and twisted who like to see chick­ ens pat their heads while rubbing their stomachs, moonwalk or yes, play air guitar, then Burger King has certainly fulfilled a need. I'm not as certain they did for themselves with their goal to specifically pro­ mote a new product they wanted to introduce to the

market. Many I know who saw it were uncertain that the Burger King company was actually behind it or whether the logo and link were merely an addition­ al joke by the creators.

The idea of the TenderCrisp sandwich certain­ ly never made it into their heads as they busily tr­ ied to figure out which few commands they co­ uld conceive of that it would not car-ry out. Very few, apparently.

The marketers certainly succeeded in effec­ tively utilizing the medium, at least. By spending a pretty penny on a suit made by Stan Winston Stu­ dios (the same one that came up with other scary acts such as the Terminator and Alien in movies of the same names, respectively) and shooting every suggestion offered by the agency's staff, they ma­ de www.subservientchicken.com rise to the top of every underground and almost-mainstream-butnot-quite 'net site, chat room and email list out there for a few weeks. Few are sure to forget it as quick­ ly as they are a William Hung, but the question is, will they remember who did it and why?[3

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

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

Total Sports Asia, a sportsmarketing company, headquartered in KL, is looking for dynamic go-getters for thefollowing positions: Senior Events Manager, Licensing & Merchandising Sales Manager and TV Sales Manager. If you are interested and havethe relevant experience, please apply to jobs@totalsportsasia.com McDonald's Malaysia is looking for a Marketing Officer to plan and implement promotion and advertising, develop marketing strategies, evaluate market conditions and recommend changes to encourage maximum sales activities. Must have a Degree in Marketing or equiva­ lent. Minimum 2years experience inmarketing, promotions or advertis­ ing. Excellent command of English and Bahasa Malaysia. Excellent presentation and communication skills. Independent, responsible, dynamic, mature and able to work in a team.

Email: fared@mcdonalds.com.my

WANTED! People with Heart and Passion to help us to build an Inter­ national Class Graphic Design Communications Rrm. Business Man­ ager, Client Service Executives, Graphic Designers, DTP Artist, Pro­ duction Coordinator. Should you be the person with great VISION, then we would like to talk to you further. Call 012-325 1751 Danny for an appointment.

Brand Manager, SEA. Minimum 5 years experience in brand manage­ ment. Responsible for regional productassortment and is ateam mem­ ber for new product development projects.

Email: hr@jotun.com.my Are you a fresh graduate with interest, skill and creativity in design & post-production? We'd like you to be part of our team at Light House Creative. Write to info@lhcreative.com

PRODUCT EXECUTIVE. With Degree/Diploma in Marketing and expe­ rience in toiletries /baby products. Brand management competency.

Preferred Bumiputras Call: Ms Tan/HR 03-8733 3878.

The advertising / design /production division of PDQ needs anAccount Director with sound ATLand BTLexperience. If youcould bea GM with­ in 2 years, email: mew@pdq.com.my

Opening for 3 graphic designers at Magicmakers. Good oral and writ­ ten English with relevant degree. Awards not essential but portfolio with ex-spam work will help. Email: petelo@streamyx.com

A "JANE of all trades" needed to service over demanding clients and deliver under unimaginable conditions. A shockingly excellent person­ ality needed for this AE position. Call Matthew at 012-3761808 NOW!

Wanted: Admin/ Accounts. Knowledge of Microsoft prog. Preferably Female. Interested. Pis call Clement/Thana at 019-3884311 or 019-3280838.

We want people our clients would never dream of hiring. Only innova­ tive thinkers, passionate professionals and charismatic brand champi­ ons across all disciplines and departments should apply - Ogilvy & Mather. Contact no 03-27188885.

Strategic Planning Agency seeks dynamic,intelligent and articulate Account Director to handle blue chip account. Interested? Call Juliana 03-2094 6355.

Marketing Communications company based in KL is looking faEvents & Promotions Executive. Interested applicants may send CVs to shoke@shoke.com. Shortlisted candidates will be notified.

Menulis kopi sambil minum kopi di rumah. Malay writer for hire. Rozian Sabhri. 01&6471464.

IB aDOIMARKETINGCOMMUNICATIONS

Job opportunity! Into numbers and statistics?Enjoy customer segmen­ tation, acquisition targeting and behaviour modelling?Be part of a Bank Marketing team that manages databases and campaigns. Contact J Lim-03-21673576.

Ml requires a new media executive who will be developing marketing and advertising & promotional campaigns leveraging on multimedia contents and digital platforms to build EMI and Positive Tone's brand.

Email: neow.swee.ling@emimusic.com

DBC&M is hiring! FA/DTP Artist: 1 year experience. Chinese/English lit­ erate. Adobe Photoshop/Illustrator (Chinese)/Pagemaker/QuarkXpress.

PLUS Account Executive: 1 year experience. Call Rose for appoint­ ment: 03-7955 3969/2978.

Persistence of Vision is venturing into producing an international TV series. We require skilled 3D animators, Compositors, Producer, Project Coordinator and Technical Director for at least 12 months. Please sub­ mit resumes to jobs@povfx.com Administration Clerk For Design Company. Must have accounting knowledge, posses own transportation and ble to speak Mandarin & English Interested? Call 60356375491 or write in to g.com Wanted Graphic designers - Still or Animation. Stationed in Shah Alam.

Interested please contact Mr Charlie Ng 03-51929292.

Senior Graphic Designer. 1 to 2 years working experience in graphics or advertising. Well versed in graphic and multimedia software and is able to handle from visual to F/A. Posses own transport. Interested?

Please call 603 56375491 or email: dora@pepdsg.com Carat Malaysia is looking fa candidates for position of Media Director and Media Planners. Candidates with the passion and the experience please call Jessie Wong at 03 2087 8338 or email us at career.malaysia@carat.com Vacancies for Senior DTP Designer / Junior ArtDirector, must be mac lit­ erate, familiar with adobe software. Fax: 7984 6233 or e-mail: theoneagency@pd.jaring.my Rangkaian Segar Sdn Bhd, the owner of the Touch 'n Go Brand wants to hire a motivated, dynamic, talented, fun and friendly team player for its Marketing Communications Department. Must have a Diploma or Degree in Communications, Marketing or English with at least 2 years experience in similar role. Experience in handling FMCG brand will be added advantage. Please send CV with photo to Muzni at muzni@uemworld.com

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

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©

Sheer DrivingPleasure

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.

CONGRATULATIONS to TBWA Korea.

PMAA 2003 Best in Asia and 2003 Globes Best in the World for the "Be the Reds" Campaign.

Promotion . KAorketing yA^vards/\sia

Media Sponsors

MAGAZINE

Asia

Rest of World

ENTRY PERIOD April 1st - May 31st 2004 To be eligible for entry, each campaign submitted must have been in the field between April 1st 2003 and March 31st 2004.

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Full details and Entry Forms on: mdsa.com.au/pmaa

The Promotion Marketing Awards of Asia is the only

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Award Programme which recognises excellence by Promotion Marketers throughout the region.

Entry in the PMAA 2Q04 also qualifies winners for the Marketing Agencies

Association Worldwide

"MAA Globes" Award Programme which acknowledges excellence in the Promotion Marketing Industry from the very Best of Award Programmes from 28 Countries around the World.

WINNERS BY CATEGORY AND WINNERS BY COUNTRY. Full details and Entry Forms on; mdsa.com.au/pmaa

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PMAA Administrator: Mike Da Siiva . International Executive Vice President for the Asia South Region for the Marketing Agencies Association, Worldwide.

• Director of the Promotion Marketing Awards of Asia.

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Pacific Judge for the MAA Worldwide Globes.

Secretariat: MDSA 15 Grosvenor St. Neutral Bay Sydney NSW 2089 Australia. Tel: 61 2 9953 9633.

Fax: 61 2 9953 9901 pmaaawards@mdsa.com.au

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

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

DRB-HICOM

DRB-HICOM BERHAD (203430-W) Level 6, Wisma DRB-HICOM, No. 2 Jalan Usahawan U1/8, Section U1, 40150 Shah Alam, Selangor Darul Ehsan.

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

TableT Ik Make your Brand the topic of conversation.

BrandWarrior

Who's the

Superman behind

Superbrands?

canggihi!

FOR some time, ADOI readers have been ask­ ing this question. So we decided to track down the man for the story. But first some facts about the man: Name: Victor Jeffery Company: CHELSEA MEDIA This Englishman lives with his wife and da­ ughter in Hong Kong.

He has spent the last 16 years in the As­ ian publishing in­ dustry, many of th­ em producing the Su­ perbrands publications. In addition to Superbrands, Jeffery partners a successful Custom publishing and Media representation business with his broth­ er. He acts as a publishing, advertising, and branding consultant to manycompanies throughout Asia.

How did you start or get involved with this concept?

About 12 years ago, a friend of mine who was working in a London advertising agency became very bored with hisl ife. It was November and the weather was typically bleak, business was at a standstill, and as one is apt to do in this situation, he came up with the idea of writing a book, one that told the stories of many oft he brands that he had worked with over the years. He contacted his clients and asked if they would support his efforts - everyone thought it was a great idea - so did I, so I brought the concept to Asia.

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

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How has this eveloved over the years?

Having lived and worked in Hong Kong for many years, I realized just how brand-con­ scious the Asian consumers is. There were many fashion lifestyle publications around, but none that dealt specifically with branding. The way that we operate the project, with the help of our Superbrands council and extensive con­ sumer market research, is to select the strongest

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brands in the country and tell their stories in a refreshing and informative style.

What were the main challenges?

Convincing people we were there to help them. Explaining how we could assist their efforts to sell more of their product and raise their profile at the same time was hard going at first. Having worked with over 2500 brands in 38 countries has largely overcome this now.

What are your future plans?

We recently formed an alliance with Dis­ covery Channel Asia and Synovate Research to produce 'Brand Health Reports' for our clients. The consumer market research we conduct is one of the most robustprograms currently being conducted in Asia. By giving this to our clients we are helping them to intro­ duce some new strategies and thereby improve their results.

What would you advise to aspiring brand builders?

Know what your brand definition is. Many people think that success for their brand is mak­ ing a profit quickly. Sometimes they get lost in this and fail to build their brand to a posi­ tion of strength. A true Superbrand must be able to stand the test of time and be able to sur­ vive and grow through tough periods of time.

Consumers are fickle. They must be confident that they will always get the quality they desire.

Tell us more about Superbrands...

Superbrands was set up in London and has since expanded globally to 38 countries. In Asia, we operate in 8 countries, and we will be commencing our projects soon in Taiwan, Korea and Japan. We started the first project in Asia, in Philippines, and after the success of the two edi­ tions there, we opened up operations in the other countries in Asia. Today, Superbrands Asia has achieved a tremendous, overwhelming re­ cognition both in this country and regionally amongst consumers and marketers.fO

SUPERBRANDS PAYS TRIBUTE TO MALAYSIAN BRANDS! Superbrands International paid tribute to 116 of Malaysia's strongest brands in a glittering Awards Cer­ emony held at the Shangri La Hotel on May 5. Some of the strongest International brands that were award­ ed the Malaysian Superbrand status were McDonald's, AIA, Mastercard, Aviva Insurance, Electrolux and Energizer. Malaysian homegrown brands that also achieved

this prestigious Award of recognition of credibility and attainability were Petronas, Royal Selangor, Brahims, Nanyang Siang Pau, Berita Publishing, etc. Each brand underwent a qualitative assessment and grading exer­ cise carried out by the Superbrands Malaysia Council who comprise of some of the top luminaries in the media and branding industry.

MALAYSIA

uoncinue to lead with the

Readership Circulation Mingguan Malaysia 2.604 million Mingguan Malaysia - 580,096 copies NMR Q2 03 CJan '03 - June *03) Utusan Malaysia > 1.447 million Utusan Malaysia - 253,840 copies NMR Q2 03 CJan '03- June *03}

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Source

Audit Bureau o* Circulations / Nielsen Media Research Build your brands with us, contact

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UTUSAN MEDIA SALES SDN. BHD.

(J 87 152-U)

11-3, The Right Angle, Jalan 14/22 46100 Petaling Jaya, Selangor.

Tel; 03-7956 3355 Fax:03-7958 1860

BookReview

CADILLAC and The Rolling Stones. Victo­ ria's Secret and Mado­ nna. WalMart and Kl SS. What could these corporate brands and legendary rock bands have in common? Fans, devoted customers who not only display longterm buying loyalty and an insatiable appetite for spending, but evan­ gelize to others the rea­ sons for their adoration.

Today's competitive times demand that retail­ ers and manufacturers alike identify new ways to attract and retain customers. But few venture far from what their competi­ i That Rock by Roger Blackwell and Tina Stephan tors have attempted. Bra­ Published by John Wiley & Sons (Asia) Re Ltd nds That Rock takes you on a bold leap into the world of rock and roll and reveals how great com­ panies can turn customers into fans with the same marketing strategies used by some of the biggest rock stars in history.

Like the one-hit wonders of the music world, most brands come and go, fail­ ing to survive pricing and advertising onslaughts from competitors. Why? Most successful rock stars will tell you that achieving cultural icon status depends on creating emotional connections with fans - be it a music group, a retaileer or a brand of coffee.H

HOW does great advertising work in the world's new economy? Are there rules underlying the inspirations of the world's greatest creative people?

The 22 Irrefutable Laws of Advertising (And When to Violate Them) has a si­ mple objective: to codify the proven universal rules behind the world's most suc­ cessful campaigns: with each 'Law' nominated by a different world-renowned advertising guru.

Global superstars like Brazilian Marcello Serpa (The Law of Simplicity); Sin­ gapore's Neil French; multi award winning Americans Jamie Barret and David Lubars (The Law of Evolution); South Afri­ ca's Graham Warsop and UK legend Dave Trott (The Law of Selling) are rubbing opinions with famous age­ ncy network CEOs like Saatchi's Kevin Roberts; Fal­ lon's Anne Bologna (The Law of Relevance) and Y&R's MT Rainey (The Outlaw), who are sitting beside landmark aut-hors like Al Ries (The Law of Po-sitioning); Jean-Marie Dru (The Law of Disruption), plus Asia's Jim Aitchison.

If you're holding this book, the future of advertising is in yo­ ur hands.

"It's like 22 books in one," said Saatchi & Saatchi's worldwide cre-ative director, Bob Isherwood. H

hmEFVTABLE

The 22 Irrefutable Laws of Advertising by Michael Newman Published by John Wiley & Sons (Asia) Re Ltd

Fnr well-olanned advertisina.call Interface at (03) 2296 36

MALAYSIA'S #

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It also helps explain why ntv7 is a popular platform with

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Can you elaborate more on Branding content?

In phase two of ntv7's branding exercise, Shazalli plans to strengthen the It is at the moment the most critical intellectual property that we have cre­ station's relationship with its viewers through more ground events, more direct ated. All I can say at this point is that, traditionally broadcasters around the participation, and interactivity. In other world have been confronted by high costs of production, syndicated pro­ words, a total relationship approach. grams, international formats, etc. Over time we have seen very popular "We take pride in being brand innovators," declares Shazalli. "Now that shows and products that leave a big hole in the broadcaster s pocket. we've established ntv7 as a brand, we'll be extending this further by chang­ Broadcasters are left to recover from the airtime available for advertising ing the playing field. The idea is to build distinctive brands within the channel spots, and these ad spots expire daily. From a media brand perspective, this - Red Lantern, Kids@7, Stars Of India, Marvellous Monday - and incorporat­ is damaging to the long term profitability and growth of the company. We are ing them under the station's 'feel good' brand umbrella." pleased we can now adopt our own model to allow our brand profitability to One of the programming tentpoles ntv7 hopes to develop in accelerating grow. I can't tell you more than that at the moment, but we are now gradual­ its brand promise is Who Will Win, an interactive show designed to groom tal­ ly phasing in products created through this concept. ents across a broad field of disciplines. According to Shazalli, the show will utilise the components of brand marketing in championing the best new tal­ Can tell us of any key Brand Content platforms that will ents in acting, singing, writing, dancing - the field is limitless. be launched in the coming months?

"In this phase of brand execution, we'll be moving our proposition to a real There are a few and at this point I can only name Who Will Win which is life scenario," says Shazalli. "In the sitcom Spanar Jaya, we plan to interject now a brand with several lines and subdivided into various ranges. Alto­ the storylines with the merits of safe driving. This kind of brand incorporation gether there will be 12 product variants that will be launched under this one widens the game plan exponentially."

Branded Content - Who Will Win. We will also be launching another Despite increased free-to-air competition, ntv7 sees itself as a stand­ Branded Content offfering called MBO (Music Box Office) with 3 alone brand. While the 30 - second television commercial is alive product variants. Some of our current successful brands will and well, ntv7 is bent on responding to the demands from mar­ also be rebranded such as Spanar Jaya that will now carry keters for more creative opportunities. These new initiatives three variants to meet different sectors of our viewers. Alto­ says Shazalli, require strategic thinking.

"Broadcasters gether, there will be 11 new Branded Content vehicles "We are developing a creative section to deal with are left to recover from with just over 28 variants coming through our media advertiser integration. It's a lot more work than schedul­ the airtime available brand this year. ing a spot in a program or a product placement in a pro­ for advertising spots, gram. We want to speak to partners, not just advertisers."

What does this mean to Malaysian and these ad spots In that regard, ntv7 is lending itself more on an advertisers? expire daily." intellectual level to clients in trying to not just understand There 3 major benefits: their business, but assist in achieving their goals. 'That's the 1. Achieving the ambience for your brand presence is spirit of a true partnership," he says. "It's not driven solely by made easier beyond just measuring eyeballs. Emotional drivers price or sponsorship. We need to reach our viewers and get them become the centrepiece of the Branded Content approach. This will be involved as well." very interesting for Creative Agencies as they now can create more than just The test of ntv7's brand renovation is simply this, says Shazalli: "If you feel a 30 seconds TVC. Scope of brand presence cuts across all possibilities. good about our content - be it programs, the website, ground events or pro­ 2. There will be another alternative to measure effectiveness of a Brand motions - then it must be ntv7. That's really our value proposition.

Campaign. Media specialist need to challenge the current currencies (TVR) as the only way advertisers would measure their brand communication effec­ ADOI shoots him some extra questions: tiveness. Branded Content Matching allows advertisers to consider every touch points utilis­ Why the relaunch and renewed branding exercise? ing TV as the main medium to drive It's is not a relaunch but rather taking our brand proposition to a slightly the brand campaign. higher level after 6 years in the market. We have to keep our brand fresh and 3. With our new product range, in the lead especially in terms of innovation and creative attributes. Our brand buying by demographic weight building exercise is continuous. This time around we will be focusing on rel­ may not be that effective. We offers evant key personalities of the brand to maintain and progressively built our Brand Skew rather than Race Skew. relationship with our consumers. We are staying true to our core promise, ie.

We offer emotions suitable to the creating a feel good world. It is important our consumers are happy and loyal brands rather than just viewerships. to the brand world that we have created.

We simply have do to brand-tobrand matching cleverly and con­ What are the key ingredients of the relaunch? vince our advertisers. The sky is no There are three parts to this exercise : longer the limit!

1. A new strategic creative direction that reinforces our positioning in a more emphatic way. From "your feel good channel" we are now stressing more on the end emotional benefits "When you feel good... it shows".

2. A total revamp of our product line and range. We are now in a position to create product at lower cost than any of our competitors. Not only can we do that, we are embarking onto a total philosophy of Content Branding (prob­ ably the first in the world) which utilises the total branding thought process behind every new product that we will be creating. This will be a major con­ tribution to our margins. We are now in a better position to react swiftly to mar­ ket trends and conditions and we hope to do that in style. Keeping costs down is the biggest challenge to all broadcasters and content creators. I must admit that I learnt this from the no-frills airline business!

3. A total Brand-To-Brand matching in content creation is now possible without sacrificing the entertainment value demanded by our viewers. Our trade partners will benefit the most as a result of this strategy. We will be mak­ ing a few announcements soon on some of our key projects and packages.

What new trade packages can we expect from your feel good channel?

Well, one thing is for sure. If you can bring any advertiser who is wiling to join our Feel Good World (FGW) Brand Con­ tent Pilot Development Program, they can enjoy first year incentives as the members of FGW CLUB PILOT. They can email or call me personally.

We will also be launching new trade media products on the 7th of June which include several improvisations of our cur­ rent rate card.g]

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Slow digital photographer

Photo courtesy of Citta Bello Photography by: Jen Siow Stylist: Evelyn Ch'ng Makeup/Hair: Michael Poh Art Director: N.K. Chin Models: Anita & Tsal Clothes: Triumph

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KODAK has revealed two new films that incor­ porate the company's advanced VISION2 color negative film technology. The introduction adds 100 - and 200-speed, ultra-fine grain color nega­ tive films with specialized imaging characteristics to the KODAK VISION2 product line.

"Nobody loves film like Kodak," says Kodak Chairman and CEO Daniel Carp. "These exciting new products reinforce our strong commitment to film technology Kodak is dedicated to developing a full range of products and services - both digital and tra­ ditional - to help bring the visions of filmmakers to the screen so that the viewing audience enjoys the rich­ est experience that technology can provide."

The new generation of KODAK VISION2 films leverages a quantum leap forward in photochemical science and technology. According to Robert Mayson, general manager of image capture and vice president of Kodak's Entertainment Imaging Division, "The new films provide extraordinary cre­ ative latitude for cinematographers, coupled with efficiencies designed to retain the integrity of the original images during postproduction. We are mak­ ing considerable progress on a long journey to a future with unlimited possibilities."

KODAK VISION2 100T Color Negative Film 5212/ 7212 is rated for an exposure index of 100 in 3200 degrees Kelvin tungsten light. KODAK VISION2 200T Color Negative Film 5217/7217 is rated for an expo­ sure index of 200 in 3200 degrees Kelvin tungsten

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Expands Palette Of New Generation Films

light. Both new films offer significant advances in under- and over-exposure latitude, extremely fine grain and enhanced capacities for record­ ing subtle details in highlights and shad­ ows. They are avail­ able in 16, 35 and 65 mm formats.

"Cinematographers who have tested the new films are finding they can probe deep­ er into both highlight and shadow areas and record nuances in details that are important to the sto­ ries they are telling," says Mayson. "They also like the truer col­ ors, the fidelity of skin tones and the more subtle grain structure."

The two new films are optimized for both digital and opti­ cal postproduction applications.

"The 200-speed film is ideal for such visual effects applica­ tions as blue - and green-screen pho­ tography, where well defined edges and accuracy in color reproduction are cru­ cial," he says. "There

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He won't even get a merit. m 3D0IMARKETINGCOMMUNICATIONS

is built-in protection against unwanted light absorption, which helps visual effects practition­ ers make the clean separations needed for seamless compositing."

"Filmmaking is an interpretive form of artistic expression," says Mayson. "These develop­ ments are a response to customers who have been telling us they want more flexibility and more creative latitude. They also want the ability to retain the subtlest details recorded on the neg­ ative during both optical and digital postproduc­ tion with the goal of putting them on cinema and television screens."

Mayson points out that the KODAK VISION2 family of films incorporates new sensitizing layers that provide important advantages during postproduction. He explains that the exposed nega­ tives are designed to retain the fidelity of the origi­ nal images when they are converted to digital and optical formats for postproduction.

"This provides more flexibility for manipulating images during post production," he says. "That's important, because with the advances being made in digital intermediate technologies, the role of cinematographers has extended deeper into postproduction."

Peter Deming, ASC (My Cousin Vinny, Austin Powers, Mulholland Dr., Twisted) is among the cin­ ematographers who have tested both of the new stocks. He cites "truer color saturation and an improved range of contrast" as an advantage offered by the new 100-speed film, and "improved skin tones, and more details in shadows and high­ lights" in the 200-speed stock.

Mayson emphasizes that Kodak is still in the relatively early stages of bringing recent advance­ ments in emulsion technology to the marketplace.

He anticipates additional developments before the end of the year.H

Direct

THE ANATOMY OF A GREAT DM COPYWRITER •BY KURT CROCKER, CREATIVE DIRECTOR, DBC&M

WHAT'S that I say? A Direct Marketing copywriter has a different anatomy than an ordinary advertis­ ing copywriter? This, after years of bellowing about the fundamentally stupid differentiation labeled as "ATLvs. BTL"?

Uh, ATL would be "Above The Line". BTL would be "Below The Line". After years of bellowing, "Lis­ ten to me, for your own good, know, for once and for all time, there is no line!"

And yet intelligent marketers, experienced ad­ vertisers, knowledgeable creative people, people who I would otherwise admire, continue to mindles­ sly sputter those idiotic mantras "Above The Line" "Below The Line".

My dears, if you only knew how silly you so­ und. The ATL, BTL thing is so last year. So what the hell am I saying now? That a Direct Marketing copywriter has some sort of alien mental make­ up? A quality that ordinary copywriters, that is, the writers of copy for mass advertising, don't possess?

Well, yes and no.

There are two essential differences between a good DM copywriter and an ordinary advertising copywriter. The first difference. DM copywriters of­ ten have the responsibility to put down more than just a few words. In fact, sometimes, words turn into pages. A good DM copywriter achieves reader ra­ pture, no matter how many words he or she uses.

The second essential difference. DM copy­ writers must also, not always, but again, often, elicit an immediate response. Ask for information now. Order now. Call this number now. Send this in now. Ordinary copywriters, more often than not, must only satisfy a brain impregnation.

Think about my Brand the next time you shop.

But here's the deal. DM copywriters and ordinary copywriters both have a singular duty, which mu­ st result from every word choice, every noun and verb coupling, every phrase, sentence, paragraph and headline. Sell the bloody product.

DM copywriters are always aware of this duty. Ordinary copywriters are not.

That, I suppose, is a third essential differ­ ence. Though, inaperfect world, this third difference should not exist.

So you copywrit­ ers out there, DM or otherwise. Wanna be great at what you do?

Here are some tips.

Know something about everything. Not into comic books? Buy a few. Read them studiously. Enjoy the artwork and the st­ ory. You might be am­ azed. Never done a crossword puzzle. Try. Afraid of heights? Get to the highest ledge you can find; breat­ he in, breathe out.

Experience eve­ rything. The more co­ ntact you have with what's going on in the world, and with what­ ever in the world you may be missing, the better your writing will be.

The only thing he will pick up is his drink.

m aDOIMARKETINGCOMMUNICATIONS

Inspiration comes from knowledge. And you can't put words together without inspiration. Espe­ cially when you are trying to sell something.

Subscribe to every online international news organization. Well, a choice few anyway. I link to the New York Times every day. I spend no less than one hour at that site. I check U.S. news, Inter­ national News, Dining and Wine features, the Arts, Movies. And always, Op Ed. I also connect to the International Herald, so­ me local theatre sites, my home state magazines, and I'm trying to learn more about soccer, er, foot­ ball. I will occasionally search Google on a spon­ taneously imagined topic. Then explore.

I can hear the clucking and "tisks" even as I write this. Knowledge will empower your writing.

You gotta trust me on this one.

Develop intuitive powers. It sounds harder th­ an it is. If you want to be a great copywriter, you must be able to imagine yourself as a potential cu­ stomer. OK. You are a 22 year old, very randy yo­ ung ad man, assigned to write about a Viagra-like product. What to do lah? This means less than not­ hing to you.

Close your eyes. Imagine someone you know who might be a prospect. Or, if you are really go­ od, propel yourself to your own future.

What is this happens to me, when I'm my father's age? How would I feel? What message can I write that would comfort me?

Lawnmowers, perfume, vitamins or deodor­ ant. You will never be a great writer is you can't envision the people who are reading your words.

You must also learn the process of selling. Th­ ere are many good books on this subject. I tend to fall back on that old anacronism. AIDCA. Attention.

Interest. Desire. Conviction. Action.

A great copywriter achieves all, usually in that order, because that order is what will make a sale.

Command the reader's attention. Build and develop interest by attaching benefits to features.

Create desire by explaining how the product or service suits that person's lifestyle and needs.

Strengthen your prospects conviction by reiterat­ ing the key reasons why a purchase makes sense.

Then encourage action, if not an immediate ac­ tion, at least an action that will get them into a buy­ ing environment.

And finally, there is the matter of craft. Short words, short sentences, short paragraphs. Active words, not passive words. Active sentence struc­ ture. Example: avoid sentences with verbs ending in "ing" vs. avoiding sentences with verbs ending in "ing" is not a good idea.

Please, make your nouns and verbs agree.

I've given up counting the number of ads contain­ ing copy with embarrassing noun/verb disagree­ ments. "This steak, with all the fixings, satisfy com­ pletely." (Oops, my grammar check just exploded.)

Hint: Just get rid of all the junk between the noun and the verb - steak and satisfy - and you get "This steak satisfy completely." Is that wrong or not? (Please tell me you know it's wrong.)

But the earlier tips matter so much more than the tips on craft. Craft you can learn. The knowl­ edge, intuition, even the process of selling, which is a high emotional process, you must earnfO

SUFFERING OR MEETING DIFFICULTIES THAT YOU DON'T KNOW HOW TO SURMOUNT CAUSES YOU TO TRY IN WAYS YOU DIDN'T THINK YOU COULD TRY, STRUGGLE MAKES YOU SEARCH."

LISTEN, MEET AND CONVERSE WITH THE WORLD'S MOST INFLUENTIAL LEADERS AT THE GLOBAL BRAND FORUM 2004, 16-17 AUGUST This August, let Rudy Giuliani KBE, Francis Ford Coppola, Warren Bennis, Al Ries, Russell Simmons and Chew Choon Seng thoroughly challenge your present understanding of brands, business and leadership, and share with you their very different perspectives.

They will provoke you, energize you, and inspire change in the way you manage your business

Global Brand Forum

For more information, call Joachim Ang at 012 6067672- To register online or download registration forms visit

www.globalbrandforum.org

FORTUNE

FORTUNE

TIME

AdFestVerdict

MUCH was muttered amongst industry circles about some of the judging deci­ sions made at the recent Asia Pacific Advertising Festival (AdFest) in Pattaya, Thailand. In response, ADOI decided to ask the man in the hot seat himself, Jury Chairman Tham Khai Meng...

What's your take on this year's print standards compared to television?

TV was great. Print was not as good as tv. But then, I'm a tough nut. All in all, it was a damn difficult year for creatives.

Blame it on the world ecomony crisis, sars, avian flu. Clients were in no mood to be revolutionary. They had other issues like quarterly reporting and ROI's to contend with! But the cream did rise to the top. Singapore swept print, Thai­ land swept tv. That these two countries flex their muscles where it matters most is hardly surprising. They know their strengths. Notably, Japan had a great showing this year. When they are good, they tend to be outstandingly refresh­ ing: they have a different take and they see the world differently Overall, the good ones that won are are world-class and will travel well into the international arena. I'm very sure of that.

He has a better chance of winning at an Elvis lookalifce competition.

How did you guys arrive at the winners?

We looked for ads that challenged the status quo, that pointed the way, that might herald the way forward. It was never easy. The rivalry is intense.

Imagine the irony of this statement for a second: creatives giving each other medals. That is problem No. 1. Problem No. 2: you need a two-thirds majority to vote anything in. Now, you have to work with a jury of 23 judges. All with welldeveloped egos, different cultural backgrounds, agendas, old school thinking versus the new bugs. Politics and so on. Problem No. 3: it's tough to get any­ thing new or provocative in. I mean, in what context can you judge something that you have never ever seen before? Some ideas are certainly ahead of their time. But we have to cater to the lowest common denominator. Trust me, even in awards! Such will always be the dilemma of award shows.

This year was the first for the Young Creatives competition.

It's a start, but the standards are not there yet.

Client of the Year went to Sphere Action Figures. Who dat?

Beats me! Don't blame me for that, that's beyond the Chairman's jurisdic­ tion. I would have given it to 'Soken DVD'. I have never heard of Action Sphere Figures. Have you?

Which are your favourite winners?

I love the MC2 'robber' tvc from Malaysia and Amino-Shiki drink's 'pyramid' tvc from Japan.H

M aDOIMARKETINGCOMMUNICATIONS

WE R SO READY, SO SUBMIT. 28 Categories ::13 Professional Awards :: 3 Experimental Film Awards + 4 Short Film Awards with cash prize RM3,000 each sponsored by the National Art Gallery :: 3 TV Awards for Best Opening Graphics, Best Mag or Doco & Best Station Promo :: 3 ASEAN Awards & more ...

FREE !

8 days :: Fri Sept 10 to Fri Sept 17, 2004 :: Auditorium @ National Art Gallery :: :: Screenings :: Talks :: Panel Discussion CHILL! The 9th MVA Launch Event Fri 10 Sept 2004 :: 6pm :: National Art Gallery Highlight: Award Presentation for Wassup Chillest iMovie (Teen Awards) Award Presentation for Experimental Film NETWORK! The ASEAN Awards & Industry Night Tue 14 Sept 2004 :: 7pm :: barBlonde @ Asian Heritage Row PARTY! The 9th MVA Awards NIGHT I Fri Sept 17 2004:: 7.30pm:: 28 Awards to be given out, including TV Awards!

Entry Forms & more details at www.mva.com.my Entry deadline Saturday 7 Aug 2004 5pm Entries to be sent to MVA Central, 8A Persiaran Titiwangsa 2, 53200 KL. Call 03-40222468 or 40215405 10am - 6.30pm Mon to Fri. Estd 1995 9th Festival 10th-17th September 2004

She's going to clean up (her plate).

GETS STICKY IN recent weeks, newspaper readers have been seeing stick-on mes­ sages on the cover pages of their copy of theSun, the free urban newspaper.Readers had been used to seeing loud wrap-around advertisements on theSun with powerful brand communications. And now, stick-on ads seem to be coming on more and more. Seen lately were Sony's CLE, a cash reward offer from BSA (anti-software prracy) and Maybank. Syabas to theSun for working with advertisers and agencies in driving leading ideas in the print advertising sector - helping advertisers stand-out and be seen in our crowded urban markets.

CRUSH

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.Opinion

Out the IBY NICKY WATTS

... lumped as 'official secrets' and the advertising fraternity is waiting with bated breath... als who own the sites but do not have the man­ power or the resources to market them effectively.

So, there are only two ways to make a quick buck from the quick-gotten gains: Lease the site to a big fish or go on a profit-sharing arrangement where the marketing man gets the slice and leave the crumbs to the owner.

Familiar Ali-Baba story? No, there's much more to it. The Petaling Jaya Municipal Council pio­ neered the modern art of privatising enforcement of laws related to outdoor advertising.

When you want a licence for an outdoor adver­ tisement, the council has nothing to do with it.

That power has been transferred to the Coun­

SO, the outdoor sites used by political parties to put up their slogans and promises have been finally returned to their original owners. Were the sites leased, rented or given free? No one knows and even those who know, are not willing to unseal their lips.

All we know is that the temporary coverings (most of them with a big portion of navy blue) have come off, revealing advertisements for toothpaste, further education and food.

No more promises, no more slogans and no more pictures of weary leaders shaking hands or carrying babies. It's back to the grind for the dozen or so big players and an equal number of individu-

cil's sports club, which has wonderful working 'arrangements' with outdoor companies.

It is said that a 'donation' to the sports club will open the doors for a hassle-free application, and even some basic requirements can be over-looked.

Although denials after denials have been made by all and sundry, the presence of the sports club's logo on outdoor sites send home a clear message that nothing has changed.

When the council was challenged with docu­ ments, its president promised journalists that the accounts of the sports club would be open to pub­ lic scrutiny.

They remained mere words and promises. Two hours after he uttered that prophetic phrase it was withdrawn unconditionally.

No accounts were made public; no one knows how much 'fees' the sports club collected or how licences were systematically withdrawn from those who refused to make 'donations'.

All these details have been lumped as 'official secrets' and the advertising fraternity is waiting with bated breath for a de-classification.

Will it come about with the advent of the 'accountability and transparency' motto of the new leadership? Or will the little dictators (as how one editor described local council leaders) defy the prime minister and run their kingdom according to jungle law?

Time will tell, but in the meantime, it's the Malaysia Boleh rule that matters most.H0

People Moves Ryan Barton takes over from Colin Jowell as Strategic Planning Direc­ tor at M&C Saatchi Malaysia. He comes from New York and has a wealth of strategic planning experience in the US.

Creatives will never get it.

Ronald Ng joins BBDO Malaysia as Executive Creative Director replac­ ing Paul Regan, effective June 1. His last posting was at Saatchi & Saatchi KL. Mark Heimon leaves Channel 9 and is on the lookout for challenging positions in the advertising and marketing industry. If you have an offer, call 012-218 6209.

Joyce Lim is the new Regional Sales Director of Forbes responsible for advertising sales of Forbes, Forbes Global and Forbes local-language editions.

She is also responsible for sponsorship of Forbes con­ ferences and events in Asia.

Lee Cheok Yew is elected the President of The Marketing Institute of Singapore. He is also the Exec­ utive Vice President of MTV Networks Asia's South­ east Asia and Online/Mobile Divisions.

It's time for Malaysia's only awards show that's dedicated to account management professionals. Nominate the best suits your agency has, and find out if they can be PowerSuits.

As for the creative folks, well they can clap.

3D0I

POWER SU TS 2

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\,

All nominations must reach us by 5 pm on 5 June 2004. Send them to Sledgehammer Communications (M) Sdn Bhd, 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur (Attention: Ham). To know more, call Ragoo on 03-7726 2588, 03-7722 5712 or 016-383 0681

® aDOIMARKETINGCOMMUNICATIONS

Steve Bristow, co-founder of Malaysian animation houses Fat Lizard and POV, has left to form Creative § JW Licence. Steve will still be working with his former comWt panies on a project basis. "I needed to take a step back from management, and get more involved in the creative, where my roots are" adds Steve, who started Fat Lizard in 1994 as a boutique TV commercial ani­ mation house, and POV in 1999 with partners Double Vision and the Mul­ timedia University.

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. Call Jeffery Seow on 7729 6686, or email jeffery@bateyretail.com, tofind out how.

BATEY

dDOl ITIediaBanc

mOniTORinG

NEW TVC DEBUT - MAR/APR 04

TOP 10 LIST BY RM$ FOR COMPANY, DATE: 01-30 APR 2004 f $k%

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Brand : 100 Plus • Title :Football • Duration : 40 sees • Client: F&N Coca-Cola (Malaysia) Sdn.Bhd.' Agency :Bates (Malaysia) Sdn.Bhd.* Creative Director:Ajay Thrivikraman • Art Director: Yeoh Oon Hoong • Copywriter: Joseph Anthony • Language : English/BM/Mandarin • Summary : Nothing is impossible. With the help of 100 Plus,you can outdoyourself and achieve your dreams.

Company Name

Total RM'000

8TV RM'000

AXN RM'000

Ch 9 RM'000

NTV7 RM'000

TV1 RM'000

TV2 RM'000

TV3 RM'000

WLT RM'000 365

Procter & Gamble (P&G)

6,935

1,548

0

0

592

0

1,204

3,227

Unilever (M) Holdings Sdn Bhd

4,783

12

248

0

2,045

0

451

1,196

831

Colgate-Palmolive (M) Sdn Bhd (CP)

4,780

0

0

0

1,695

0

281

700

2,104

TIME dotCom Copration

3,674

0

107

0

3,149

0

144

274

0

TV 1 Stop

3,650

0

0

3,650

0

0

0

0

0

DiGi Telecomunication Sdn Bhd

3,554

205

132

0

1,097

0

0

86

2,034

Southern Lion S B

3,490

40

0

0

68

0

10

598

2,774

3,400

386

348

0

581

99

299

1,433

254

Sistem Televisyen Msia Bhd

3,340

641

0

0

0

0

38

2,549

112

Nestle Malaysia Berhad

3,331

249

166

742

396

0

169

670

939

40,937

3,081

1,002

4,392

9,623

99

2,594

10,732

9,413

(Formerly Lion Copration) Maxis Communications Bhd Maxis Communications Bhd &

Total :

TOP 10 LIST BY RM$ FOR PRODUCT, DATE: 01-30 APR 2004 Product Name ASTRO VMag Magazine Digi Discover Business Solutions Brand : Bausch & Lomb Soflens Comfort • Title : Sparkle • Duration : 30 sees • Client: Bausch& Lomb(M) Sdn Bhd• Agency: Krakatua • Creative Director: Lim Eng Seong • Art Director: Lim Eng Seong • Copywriter: Sunny Ng • Language : Eng/BM/Chinese • Summary :Look sharp and sparkling with SoflensComfort,and let yourself shines.

-

Total

8TV

AXN

Ch 9

NTV7

TV1

TV2

TV3

WLT

RM'000

RM'000

RM'000

RM'000

RM'000

RM'000

RM'000

RM'000

RM'000

2,226

0

254

0

0

0

0

0

1,972

1,980

0

0

0

0

0

0

0

1,980

1,886

0

0

0

0

0

0

1,886

0

1,822

0

0

1,822

0

0

0

0

0

Astro WLT-Lifestyle Info Station Celcom In-Play - TV3 - EPL Weekly Highlights TV 1 Stop - Redu Patch TV 1 Stop - Proactiv Solution Renewing Cleanser, Revitalizing Toner & Repairing Lotion"

1,758

0

0

1,758

0

0

0

0

0

Astro

1,756

38

107

0

100

0

85

73

1,353

Maxis Hotlink

1,727

158

211

0

493

0

141

537

187

KFC Tom Yam Crunch

1,654

94

137

292

582

0

91

274

184

Top Model Season 2 - SMS Contest

1,626

1,626

0

0

0

0

0

0

0

Sunsilk Silky Straight

1,530

0

154

0

562

0

122

374

318

17,966

1,916

864

3,871

1,738

0

438

3,143

5,995

Triumph &Wella-87V-

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Total :

Brand :KFCTom Yam Crunch 'Title:TrainingCamp* Duration :40secs/30sees • Client: KFC Holdings • Agency: BBDO (M) Sdn Bhd • Creative Director: Mohd Shah • Art Director : Marvin Chan • Copywriter : Prabha Nayar • Language : Eng/BM/Mand • Summary : Can't stand the tasteless food in training camp? Sneak out for the new TomYam Crunch at KFC. It'sfinger-licking good!

*

<*o > RMIOO.OOO

Brand :Wall's Range • Title : Breakfast • Duration : 30 sees • Client: Unilever (M) Holdings Sdn Bhd Agency : McCann-Erickson (M) Sdn Bhd • Execurive Creative Director : Huang Ean-Hwa / Lee Szu Hung • Art Director : Eugene Low • Copy­ writer : Bhavani Rajaratnam AG Producer : Siva Iskandar • Language : Eng/BM/Mand* Summary : You stand a great chance to win cash prizes with Wall's Durian Runtuh.AII you have to do is just eat moreWall's ice cream.

TOP 10 LIST BY RM$ FOR MAIN CATEGORY, DATE: 01-30 APR 2004 Main Category Name

Total RM'000

Brand : Yamaha eGo • Title: Italian Job • Duration : 45 sees • Client: Hong Leong Yamaha • Agency : DYR Wunderman. • Creative Director :Gavin Simpson • Art Director: Ong Shi Ping/ Jeff Ooi • Language : BM • Summary : Get around the city with Yamaha eGo.Avoid traffic andget to your destination ontime & with ease.

Ch 9 RM'000

NTV7 RM'000

TV1 RM'000

TV2 RM'000

TV3 RM'000

WLT RM'000

Telecommunication

28,444

2,435

1,676

319

6,992

156

813

13,382

2,671

23,135

1,980

411

87

5,848

0

2,874

7,998

3,937

Service

20,172

1,756

3,474

1,081

2,657

841

1,159

7,142

2,061

Media, Publisher

14,245

305

361

4,409

2,094

0

196

2,707

4,172

Food (F&B)

9,924

726

436

745

1,620

14

1,055

3,329

1,997

Medical, Drug

8,307

210

100

0

1,139

0

119

2,233

4,507

House Supplies

7,608

71

81

0

587

0

331

2,331

$4,207

Drink (F&B)

6,996

418

424

414

940

4

410

3,252

1,135

Financial Services

5,723

315

1,224

67

1,063

49

170

2,195

640

Photography, Film"

5,038

263

209

132

305

16

1

255

3,857

129,592

8,478

8,396

7,253

23,246

1,081

7,128

44,824

29,185

Total :

TOP 10 LIST BY RM$ FOR SUB CATEGORY, DATE: 01-30 APR 2004 Total RM'000

8TV RM'000

AXN RM'000

Provider

23,510

1,236

Media, Publisher, Publication

14,245

305

Entertainment, Sport, Leisure

10,704

Shampoos, Hair Conditioner

9,724

Laundry Detergent, Fabric Care

5,299

30

Photography

5,035

263

Dessert, Sweet, Snack"

4,836

200

Fast Food

4,631

Ch 9 RM'000

NTV7 RM'000

TV1 RM'000

TV2 RM'000

TV3 RM'000

WLT RM'000

1,363

12

5,455

156

670

12,167

2,452

361

4,409

2,094

0

196

2,707

4,172

1,136

1,953

329

2,130

101

292

4,055

708

966

187

0

3,065

0

1,292

3,465

748

0

0

329

0

135

1,025

3,780

209

132

301

16

1

255

3,857

373

319

825

3

645

1,565

905

247

473

292

1,534

0

328

1,097

661

Telecommunication Service

Bank, Finance, Credit, Charge Card, Unit Trust

4,600

265

1,223

65

780

49

86

1,881

250

Face Care, Cleanser

4,254

569

11

0

943

0

726

1,496

509

86,837

5,218

6,152

5,558

17,458

326

4,370

29,712

18,043

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

AXN RM'000

Toiletries

Sub Category Name

m*mI

8TV RM'000

_WorthShouting

newsbriefs world • SAATCHI AGAIN? Investors with long memories could be forgiven for being surprised whenexecutives fromM&C Saatchi, the advertising firm started by Maurice and Charles Saatchi in 1995, said recently they planned an initial public offering in London this year.

• BURGER KING RULES! For years, pornographers used the Web to stage interactive peepshows that let visitors type requests to models in front of the camera. Now comes subservientchicken.com, a website that mimics the look of an Internet sexcam show to promote a new chicken sandwich from Burger King.

• OMNICOM STARTS WITH A BANG Omnicom kicked off the new year among the advertising holding companies with upbeat news, double-digit increases in revenues, and profit for the first quarter. A recent study in the US suggests that after two years of cutbacks and salary freezes, advertising and marketing firms are once again starting to bolster their staff levels.

• WPP ROCKS ON WPP Group, the world's third-largest advertising company, posted double-digit quarterly revenue gains in virtually every region as most of its top clients boosted their marketing budgets. Revenue growth was strong at WPP Group PLC, with rev­ enues up 6 percent to $1.7 billion in the first quar­ ter. WPP showed stronger growth in its business units, including advertising, media planning and buying, health care, and specialty communica­ tions. WPP • ADVERTISERS DROP COMMISSIONS If industry statistics areaccurate, the U.S. media paid out roughly $37.5 billion in net media commissions during 2003, but only about a tenth of that actual­ ly found its way back to U.S. ad agencies. At least as a direct form of compensation for buying those media. That is among the surprising conclusions to come from a survey released during the Association of National Advertisers Financial Management Con­ ference in Scottsdale, AZ. The study, which offers a rare public glimpse into the rapidly shifting financial relationships between advertisers and their agen­ cies, found that only 10 percent of agency services are now compensated via traditional media billingsbased commissions.

• BBC INTRODUCES ONUNE TV The BBC launches a pilot project that could lead to all television programmes being made available on the internet. Viewers will be able to scan an online guide and download any show Programmes would be viewed on a computer screen or couldbe burned to a DVD and watched on a television set. Alterna­ tively, programmes could be downloaded to a Per­ sonal Digital Assistant.

Advertising Age and Adweek recognise

DDB Worldwide as Global Agency for 2003 ONE of the leading advertising agency networks in the world, DDB Worldwide (under the Omnicom Group) was recently named Global Agency Net­ work of the Year by Advertising Age magazine and Global Agency of the Year by Adweek magazine.

DDB Worldwide's President and CEO, Ken Kaess was also honoured this year by winning the title Advertising Agency Executive of the Year by The Delaney Report.

In choosing DDB, Advertising Age wrote, "DDB won more than $1 billion in new business in a diffi­ cult year and kept a high creative profile and con­ tinued to manage a smooth transition from longtime leader Keith Reinhard to Mr. Kaess.

In its selection of DDB Worldwide, Adweek noted: "In a challenging environment, DDB's world­ wide network hummed with that kind of opportuni­ ty-meets-preparedness in 2003. Wins across three continents helped the agency grow worldwide billings by $1 billion, or 5 percent, to an estimated $21 billion. Revenue also grew 5 percent, to an esti­ mated $2.7 billion. The increase is particularly impressive given DDB's growth the year before, when it added $1 billion in billings over 2001.

Being such a highly acclaimed network, Naga DDB (Malaysia) surpassed expectations when it was awarded the 2003 DDB Best Agency of the Year out of 206 offices in 96 countries. Also the recipient of the 'Four Freedoms' award (This award is granted to an individual within the global DDB

network who has succeeded in cultivating a DDB agency that best exemplifies and resonates the four freedoms ethos of DDB Worldwide; Freedom from Fear, Freedom to Fail, Freedom from Chaos and the Freedom to Be), Naga DDB epitomises the strength of the DDB network.

With over 288 employees within 7 subsidiaries, the Naga DDB Group is Malaysia's largest adver­ tising and communications agency From its inception in 1989, under the strategic leadership of its executive chairman Datuk Vincent Lee, the Naga DDB Group of Companies have lived and thrived on 'passion' being the essence of all the great creative work produced.

In line with the DDB Network's promise of Bet­ ter Ideas, Better Results, Naga DDB and its sub­ sidiaries have shown continuous growth in billings each year, being attestation to the production of innovative and effective communication strategies as demanded by today's competitive market.

Says Datuk Vincent, "The communications industry in Malaysia is a very challenging one with good work produced by many promising agencies.

In addition to the emphasis on strategic brand man­ agement, the genuine passion for work, which is the culture here, is the crucial point of difference between us and other agencies. This is clearly reflected in our consistent growth in the last 3 years.

We saw a growth of 21% in group-capitalised billings between the financial year of 2002-2003." H

DDB International launched their UNLEASH exercise with a Treasure Hunt on April 25. The event was a teaser of sorts, as will provided an insight in the entire training program. From the Treasure Hunt itself, staff begun their initiation of a new mindset, one that will nurtured further with the involvement of their exercise.

The UNLEASH exercise was divided onto two inte­ gral sessions namely, TW­ IST and BOUNCE!. TWIST, a session in which various industry professionals sh­ are personal experiences and industry dynamics, is due to be conducted sometime mid-May. TWIST will be themed in accordance to the speakers - Holiday, Fashion and Financial to name a few. Through the dis­ semination of experience by industry profes­

sionals from all walks of life, participants can sample and get a glimpse into the lives of these professionals to broaden their per­ spectives.

BOUNCE!, the second installment of the UNLEASH exercise, will feature informal sessions where participants will be given opportunities to stimulate creative thinking.

The sessions will involve contents such as "Creative Workshop" (a show of cre­ ative thinking and idea generation tools), "Cre­ ative Immersion Sessions" (where DDB Inter­ national staff are encouraged how to get close to the hearts of the consumers) and "Creative Stimulation Sessions" (to encourage and enhance creative collaborations). H

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newsbriefs asia • NOT ALL'S FAIR IN POLITICS McCann-Erickson has accused a candidate of the coming Philippine presidential election with copyright abuse, saying his TV spot looks like a Coca-Cola campaign. McCann, which handles Coca-Cola in the Philippines, ran an ad, titled 'An invisible crime'. Word has it that the agency called on Senator Panfilo Lacson to stop airing the commercial.

• O&M ON A ROLL! Ogilvy & Mather has had a strong start to the year, winning new business in the Philippines, Malaysia and Thailand. The wins include: Asia Brewery, Inc., GlaxoSmithKline, Nokia and Nike in the Philippines.

Singer, Goodway Integrated Industries and Avenue K in Malaysia. Watson's Retail, Electricity Generating Authority of Thailand (EGAT), AIS, and Phuket Air in Thailand.

• VW PREFERS MEDIACOM SINGAPORE Following a three-way pitch involving incum­ bent Zenith and OMD, MediaCom Singapore has been picked to handle Volkswagen's media buying and planning regionally for all VW branded cars.

• KANG CONTINUES! Anthony Kang of Dentsu Singapore was re­ elected President of the Association of Accredit­ ed Advertising Agents Singapore at their recent AGM. • LB SINGAPORE PICKS STRAW Ogilvy & Mather's Creative Director in Johannes­ burg, Steve Straw, joins Leo Burnett Singapore as Executive Creative Director. Linda Locke retains her role as agency Chairman and Regional Creative Director working on regional clients based in Singapore.

• ADDISON EARNS HIS BEER Barely months into his assignment as head of Lowe China, Addison James, formerly head of Lowe Singapore steers the agency to win Interbrew. The Belgian brewing giant that has acquired 10% of the Chinese mainland beer market, has appointed Lowe China to handle its local brands after a three-way pitch against two other Shanghai-based international agencies.

• DRIVING IN DIFFERENT DIRECTIONS BusinessWeek reports that the past 4 years since Chief Executive Jurgen Schrempp and Hyundai Chairman Chung Mong Koo hoisted glasses to toast the alliance of their companies, the part­ nership has been dogged by acrimonious dis­ putes. The plan to develop small cars went nowhere, and now the pillar of the alliance, the $700 million truck venture, appears poised to col­ lapse. "The game is over. Strategically the alliance with Hyundai has fully failed," says a DaimlerChrysler manager. The partnership's breakdownexpected to become public in weeks-will add to DaimlerChrysler's woes in Asia. It owns a 37% stake in Japan's Mitsubishi Motors Corp., which expects to lose $685 million for the fiscal year ended Mar. 31, on a 10% drop in sales to $23.5 billion. "DaimlerChrysler has done a poor job of it in Asia," says an Asian auto market analyst based in London.

Precious Singapore wins Prudential Malaysia

AFTER a successful year of new business and pie who do the work." said Managing Partner/ creative award wins, Precious Singapore has Creative Director of Precious, Nick Gordon. won Prudential Assurance Malaysia Berhad's "I've worked with Prudential for many years, 80th An-niversary project in a regionally and locally, on all pitch against O&M Malaysia, sorts of different projects.

Leo Burnett Malaysia and JWT They're a great bunch of people Malaysia. who know their brand inside out.

Launching in early 2004, the Even better, they're fun to work campaign, entitled 'Listening to with too." he added. David L. F. Millions' comprises TV, print, Lee , Prudential's General Man­ radio and events. Precious will ager, Business Distribution said, produce and execute the cam­ "Prudential has a long track paign in Ma-laysia and manage record of listening to and under­ the project fr-om Singapore with standing the financial services "... We're able to support in Ma-laysia. needs of the people of Malaysia. focus on what's "This is another great win Our 80th anniversary is a important and deliver against very impressive compe­ great opportunity to remind cus­ on that without tition. Last year we beat Euro tomers, staff and our agents of including large teams and Lowe to win TNT's logistics our proud heritage and commit­ campaign (TV, Print and DM). of people ment to the people of Malaysia.

We're a small team, which works I am confident the 80th Anniver­ - Nick Gordon to our advantage, I believe. sary campaign from Precious We're able to focus on what's important and will significantly raise the profile of the Prudential deliver on that without including large teams of business and generate enormous excitement for people - the people our clients meet are the peous in 2004". H

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