Adoi Malaysia 2004 November Issue

;

MALAYSIA'S #1 ADVERTISI

COMMUNICATIONS MONTHLY

November 2004

Brand Audi ICey For

Worldwide Chaii and CEO of Leo Page 16

KDN NO: PP 9995/7/2004

9 771394 931003

j

STIRRING

THE MEDIA

Ho Kay Tat, Group Editor In Chief of lUexnews Publications, The Sun & The Edge

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

w

w

w

W

And when ! vurf, I etsck with TMrtei.

Journey with Customised Environment

Producing A Tailor Made Programme

Promotion Led

Promote Brand Consumer Interaction

Ambl i*ur

Ambl ~Pur

amazing

TREASURE THE TIGER

Musicmercial

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

LETTER OF THE MONTH Dear Editor, The advertising mating season is nearing.

Agencies are busy preparing to answer the "call for entries". It's going to be another year of anx­ iety, insecurity, jealousy, egoism, and of course, euphoria. Another year of the sharpest minds desperately seeking a logo they can exploit corporation or charitable cause, it matters not to strike gold at Cannes, D&AD and the likes.

Like it or not awards, like cigarettes to smokers, are a part of our lives. We breathe it day in, day out. We're entangled in a vicious cycle we created.

So? Think. How much does it cost to pro­ duce, release and enter an "award-winning" idea? How many such "ideas" do we invest in every year? How much do we spend for awards, as an industry? For what purpose?

And is it really worth it?

Honestly. Think of a child who prays for death to end his hunger. In Sudan or in your neighbourhood. Think of the countless others whose suffering is indescribable. Use your imag­ ination. Winning which award would bring you

the peaceful sleep that comes from knowing that someone out there is sleeping with a full stom­ ach because of what you did? On the contrary, winning an award only makes you more sleep­ less and restless. Anyone who has won an award knows it.

Think how many we can feed, clothe, heal, provide shelter to and educate if we want to.

How many lives we can change. We are, after all, the most powerful industry in the world. For we can change the way the world thinks. The ques­ tion is, can we change the way we think?

All cheques should be made in favour of "Mercy Humanitarian fund (write "Maybank account # 5621-7950-4126" overleaf) and sent to: Darfur children's fund, Star Publications (M) Bhd, Menara Star, 155 jalan 16/11, Section 16, 46350 Petaling Jaya, Selangor. All donations are tax exempt. Call 03-4256-9999 The following is the philosophy of Charles Schultz, the creator of the "Peanuts" comic strip.

You don't have to actually answer the questions.

Just read straight through, and you'll get the point.

1. Name the five wealthiest people in the world.

2. Name the last five Heisman trophy winners.

3. Name the last five winners of the Miss Universe contest.

How did you do? The point is, none of us remember the headliners of yesterday. These are no second-rate achievers. They are the best in their fields. But the applause dies. Awards tar­ nish. Achievements are forgotten. Accolades and certificates are buried with their owners.

Here's another quiz.

1. List a few teachers who aided your journey through school.

2. Name three friends who have helped you through a difficult time.

3. Name five people who have taught you something worthwhile.

Easier? The lesson: The people who make a difference in your life are not the ones with the most credentials, the most money, or the most awards.They are the ones that care.

From, Award - Winner

issue

Hot HIGHLIGHTS 10 Dean Johns: Hunting Heads 10 Nick Wreden: Brand Audits 12 Kurt Crocker: Do You Hear An Echo?

REGIONAL PUBUSHER Harmandar Singh aka Ham ham@pop.jaring.my CONTRIBUTORS Dean Johns Kurt Crocker Nick Wreden Josh Sklar STAFF WRITER Monica Wong monica@ham.com.my

PRINTER Hin Press & Trading Sdn Bhd COLOUR SEPARATION Far East Offset & Engraving DISTRIBUTION Five E-Comm Sdn Bhd

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

Tel: 603-7726 2588 Rameshvinder Singh Fax: 603-7710 0522 ramesh@ham.com.my Mobile: 012 2056217

ART DIRECTION/ DESIGN TM Ali Basir ali@ham.com.my Amirul Hafiz @Faisal amirul@ham.com.my

OFFICIAL PHOTOGRAPHER Jen Siow/Jen Studio

P

EXCLUSIVE INTERVIEWS 04 Ho Kay Tat: From The Edge To The Centre Of The Field 28 Lowe: Make Way, We're Charging On INTERACTIVE 14 Josh Sklar: Consoling Gamers Facing Marketing SPECIALS 14 16 20 22 24 34 38 40

Cheers To Global Synergy Linda Wolf: Forces Of Passion The Show Must Go On TV3 : Exclusive Viewers Club LimKokWing Sets Benchmark For Creativity Mobile Mania ADOI Art Direction Workshop: Do Your Homework!

Channel Surfers

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

3D0IMARKETINGCOMMUNICATIONS 3

CoverStory

From the edge to the centre of the field

HO KAY TAT, The Group Editor-in-Chief of Nexnews publications TheSun and The Edge, caused a stir recently with two sting­ ing articles on Nielsen Media Research over its newspaper readership findings. Those who know Ho knows he usually adopts a low-profile. In an interview with ADOI, Ho talks about the dispute with Nielsen and how TheSun is shaping up since it went free.

owners, the 2As representing advertisers, the Media Specialists Association and even the 4As should take up the responsibility to ensure we get credible newspaper reader­ ship data. If we can do it for newspaper cir­ culation via the Audit Bureau of Circulation, why can't we do it for newspaper readership?

Call it the Audit Bureau of Newspaper Reader­ IBY THE HAMMER ship (ABNR) or whatever. The industry should take charge and not Nielsen or any of the other Why the fight with Nielsen Media Research? research companies. ABNR can set the parameters I won't call it a fight. We are just raising a question and methodology which can be a combination of face-toabout the accuracy of the newspaper readership numbers. face interviews, phone interviews or point of distribution inter­ Users of those numbers, whether they are media planners or advertisers, views. ABNR then contracts the job via an open tender to who ever wants agree with the points we have raised that there are flaws caused by the to do it, be it Nielsen, TNS, Synovate or whoever. They will get paid for exe­ methodology used by Nielsen. I know because since we kicked up a fuss cuting what we, the customers, want to be done. Now we have to pay them people have come forward to say it has been nagging them too. for what they and they alone decide should be done. Isn't that odd?

How did it all start?

When I had a chat with Datuk Kalimullah Hassan after he became Group Editor-in-Chief of NSTP, the matter came up and we found that we had the same grievances and that we also had the same problems bringing them up with Nielsen. In short, Nielsen told both of us they will not change their methodology and suggested we commissioned them to do separate surveys using another methodology that can help generate higher readership. But Nielsen will not budge with how it does the regular Omnibus. In our case, we were also told to shift distribution of our papers to areas, mainly in places where low income people who are more open to allowing Nielsen field work­ ers into their homes live, in order to get higher readership. We didn't do it because it was wrong.

Both Datuk Kali and I felt we had to do something. We knew we will face resistance. We are under no illusion that we can succeed but we won't lie down and let things be.

So what is wrong with the methodology?

We don't think doing 45 minute face-to-face interviews is appropriate and effective today. How many middle-income Malaysians are prepared to let people into their homes and spend 45 minutes going through a long list of questions And this group is target market of newspapers and retailers.

Because Nielsen insists on doing face-to-face interviews, they are generating findings based on interviews with people who are not the core target audi­ ence. Study the profile of those surveyed. Only 9.0 percent are PMEBs and 50 percent don't even read any newspapers! They are simply talking to the wrong people because of accessibility problems caused by insisting on faceto-face interviews.

Critics say you have not provided the solutions.

Two steps need to be taken. Firstly, the industry, meaning newspaper

ffl aDOIMARKETINGCOMMUNICATIONS

So what moves are being made to set up ABNR? We have had discussions with the MSA. The feedback was quite pos­ itive but let's wait and see. We need to unbundle the newspaper reader­ ship survey from the Nielsen Omnibus survey. To Nielsen this is a costeffective way to sell many products at the cost of one survey. But this one size fits all approach leads to questionable quality. The Nielsen approach was developed 30 years ago and has not changed despite the fact that the way Malaysians live, work and play has changed so drastically. The advertising industry itself has changed drastically. It used to be that every­ thing was done under one roof - account servicing, creative and media buying. But this was unbundled. Newspapers and other media, the way news is delivered, the advent of the internet, free newspapers, etc have also changed tremendously.

So shouldn't we review the way capture the size of newspaper reader­ ship? What's so untouchable about the way Nielsen does it work that it can't be reviewed?

I read an article in the October issue of ADOI where Margaret (Lim, CEO of Carat Media) was quoted as telling participants at a media planning work­ shop that tremendous changes have taken place economically, demographically and technologically in the way people consume media. Behaviour and attitudes have changed and media planners to need keep abreast of these changes. She is absolutely right. So the way we measure behaviour and atti­ tudes will also have to change to be relevant to the times.

There are some who say why create problems with Nielsen? Do other surveys.

Henry (Tan, CEO of Mindshare) said that at the MSA dialogue. I agree with Henry that media owners should invest in additional research. We have taken up his suggestion and engaged Synovate to do an urban readership survey of theSun. So yes, we are spending money in research because that's what

"We are just raising a question about the accuracy of the newspaper readership numbers.

Users of those numbers, whether they are media planners or advertisers, agree with the points we have raised that there are flaws caused by the methodology used

by Nielsen..."

m m M

r

CoverStory

advertisers and media planners want. But please use it and don't say you are confused la. I know I will upset some people when I say this. But it comes from the heart. As media owners, we are prepared to invest in additional research but media planners should make use of it and not go back to the comfort of the incumbent. Otherwise why ask us to spend more money?

Enough about Nielsen lah. I have been labeled a sour grape already. Lets talk about something else.

percent mark. What we saved in pages when we sized the paper down from 100 pages, we converted into extra copies to get a bigger reach. That's why when we re-launched in April 2002, we were able to do 120,000 copies a day.

Today we are averaging around 150,000 copies daily so in two years we have trebled the reach of TheSun from 50,000 copies as a paid paper to around 150,000 copies as a free paper. The figures are audited and verified by the Audit Bureau of Circulation.

In other countries, free papers are distributed mainly on trains but because the train in Malaysia is not the main mode of transportation for our target group - the young professionals and office workers - we changed the distribution model by working not just with train operators but also with office buildings, F&B outlets, condominiums, 7-11s to provide the paper to their tenants and customers. Close to 75 per cent of our paper is distributed via these channels. The rest goes to landed homes who pay 30 sen to the ven­ dors to have the paper delivered.

Anyone who is not convinced about the free paper phenomena should just go to all pick up points in the morning. Just spend a few mornings to see for yourself who and how many people pick up the paper. They take it to their offices and it is shared by their colleagues. Frankly, you don't need Nielsen to present a report. Go see it yourself. If imitation is the best form of flattery, well a competitor gave away free copies of a special soccer edition every day during the European soccer champi­ onships using largely the same distribu­ tion channels as us. Now why would they do that if it is not effective?

Tell us the circumstances for you guys to return to TheSun in 2002. You were there in 2000 but left.

Yes, we (The Edge) took over management of TheSun around March 2000 but left in April 2001 because the deal could not proceed. Because of that, we decided to go regional and we applied to start The Edge in Singa­ pore. We got approval and during the second half of 2002, The Edge MD Tan Boon Kean and I traveled frequently to Singapore to prepare for the launch.

The thought of going back to TheSun never crossed our minds. Then an unfortunate thing happened.TheSun ran a front page story on Christmas Day of 2001 about an assassination plot on the PM and all hell broke loose and the paper was accused of publishing a false story. Editors and journalists were "We can never sacked, some staff demonstrated etc. It match the paid was messy and the paper was sinking fur­ papers for ther financially as sales and advertise­ sheer ments dropped.

We were watching this from the side­ volume of lines. Then, sometime in January 2002, news.

Tong (Kooi Ong, CEO of Nexnews and We are like founder of The Edge) told us that he was a no-frill asked if we would like to revive the deal * airline. to take over the paper. My first reaction Okay, so you have a wide and effective But let me was not to do it, that the problem at reach now. But what's the editorial ask you, do TheSun was too complex and difficult to value proposition? What do I get from you have time overcome. And stepping in now when reading the paper? to read morale was low and temperatures high We can never match the paid papers everything in would be crazy. We were also busy with for sheer volume of news. We are like a a 300 page The Edge Singapore. no-frill airline. But let me ask you, do you But deep in all our hearts - Tong, Boon newspaper?" have time to read everything in a 300 page Kean and (Lim) Siang Jin and I - we felt newspaper? it would be a sad day for Malaysia if Our value proposition therefore is TheSun was killed off as the only English that we will give you the top stories of daily not controlled directly or indirectly by the day, enough to keep you abreast of a political party. jjt J what's going on. No information over­ Secondly, we realize how vital it is for load. On top of that, we offer commen­ Malaysian readers, advertisers and jour­ taries and opinions on the issues of the nalists that our newspapers be as pluralis­ day through our editorials and colum­ tic as possible so we can have choices nists that you won't find elsewhere. This rather than have the market dominated by a small group of players. tight package of top news and sharp commentaries suit our target audi­ In the end, we decided to give it a shot, but only if we could think of a way ence - busy, young, urban professionals on the move. that will give us a reasonably good chance of turning the paper around. We Studies have shown that free newspapers have helped raised news­ concluded that TheSun had to remodel itself as a free newspaper. paper readership because people who don't buy a paper now get to read for free. Free papers also capture younger readers who don't have Why free? any brand loyalty to papers their parents read or who don't want to read After nine years and many, many millions of ringgit spent, TheSun's cir­ what their parents read! culation hovered around 50,000 copies. This told us that the market does not have the capacity to take and a third paid English morning daily. The difficult So financially how is TheSun doing? part was to accept the stark reality but that's the truth no matter how I can't give you specifics because of KLSE rules, but I can say the paper unpleasant it is. With a circulation of 50,000 you don't stand a chance of get­ no longer loses over RM2.0 million a month as it did when it was a paid ting enough advertising money to survive. You are just too small because paper. Things have turned around quite a lot. We are not home free yet but your competitors are doing 150,000 and 300,000 copies. we are close to it. Let me say this - we alone can't make TheSun work. As I The barrier to circulation growth was the RM1 cover price, so by going said, we stepped in to save the paper from going under because it would be free you remove that barrier. We saw the free paper phenomena in Singapore a tragedy for that to happen. We stepped in because people - readers and and in Europe. It has since spread to the US. advertisers - tell us they want more choices. By reviving TheSun, we have We remodeled the whole business structure, revenue and cost, remade not only ensured that readers and advertisers continue to have choices but the paper etc. We cut the pagination from 100 pages with a 10 percent adver­ we have also given them something new and different. It is not more of the tising ratio to an average of 40 pages with around 50-50 percent advertising same. This may sound conceit, but by taking the high-risk of launching and editorial ratio, which is good considering some paid newspapers have Malaysia's first free daily, we have made a contribution to the industry and only 40 percent editorial content. Our pages go up as the ad ratio hits the 50 to society. But we can't do it alone.

\r

a aDOIMARKETINGCOMMUNICATIONS

different.

UPCOMING EVENTS ADOI WORKSHOPS 14™ DECEMBER 2004 • Presentation Skills, 10am - 6pm.

Trainer: Mohamed Farooq JANUARY 2005 • Strategic Planning • How To Brief Your Agency FEBRUARY 2005 • Media Planning • Interactive Marketing MARCH 2005 • Art Direction • Copywriting APRIL 2005 • Presentation Skills MAY 2005 • Strategic Planning • Interactive Marketing JUNE 2005 • How To Brief Your Agency • Copywriting JULY 2005 • Art Direction AUGUST 2005 • Media Planning • Writing A Marketing Plan SEPTEMBER 2005 • How To Brief Your Agency • Interactive Marketing OCTOBER 2005 • Art Direction • Strategic Planning NOVEMBER 2005 • Copywriting • Writing A Marketing Plan DECEMBER 2005 • Presentation Skills ADOiEVENTS APRIL 21ST 2005 Malaysian Media Congress JULY 14TH 2005 Power Suits Awards JULY 29™2005 Adoi Adrenaline Student Creative Awards Sept 23™2005 Malaysian Creative Circle (MC2) Awards 2005

ADOI FREE CLASSIFIED FusionBrand Sdn Bhd, a dynamic new company, has set up its Asian headquarters in Kuala Lumpur. We need topquality assistance with one-off and ongoing projects: • Freelance PR agents with exceptional media contacts & writing skills • Freelance transcriber • Freelance designers who combine creativity with ability to follow direction • Freelancer with excellent primary & secondary research skills, especially for interviews. Journalism experience preferred We offer you space to work or you can work from home.

Wherever you decide to park your bum, you'll need to be able to work unsupervised. In return we'll offer you decent money, political discourse and fresh coffee.

Email the following: Marcus at marcus@fusionbrand.com Or Nick at nick@fusionbrand.com Tel: 03 7954 2075

m 0DOIMARKETINGCOMMUNICATIONS

JjLetters to Editor RESPONSE TO ADOI NEWSFLASH:

Last month, the Government said it would lift a restriction on foreign advertisements.

Currently, all broadcast commercials must be certified as Made in Malaysia by Finas.

Censorship guidelines under the Home Ministry still apply.

Dea Editor, As much as I support it, I understand that the above announcement is not in order. Finas and the MIM ruling does not come under the purview of the Minister of Energy, Water and Communications who made the announcement in the press. Finas and the MIM ruling comes under the Ministry of Culture, Arts and Heritage.

of the west are superior. We have now to reorientate our students with a new buzz word, 'PRODUCTIVITY'. Just copy and adopt. Do not wate time. Don't develop the 'Not Invented Here' syndrome. Our new war cry will no longer be 'Malaysia Boleh' but 'Juga Malaysia.'

Michael Tang Spencer Azizul Advertising Dear Editor, This applies for private free to air stations (TV3, NTV7, Channel 9 and 8TV) only since they fall under Multimedia ministry. TV1, TV2 and Astro are under Ministry of Information and havre to follow their guideline.

Margaret Lim Carat Malaysia

James Selva Brand Equity

Dear Editor, We checked with RTM and they confirmed that MIM IS NOT ABOLISHED! Refer to the Kementerian Penerangan's web-site, www.kempen.gov.my for information on MIM ruling. Any incorrect information would get producers in the industry into a lot of trouble.

For further information please contact RTM at this number: Pn Kamilah : 03-79606050 Thank You.

Dear Editor, Good! I'm bloody glad! It's time we stood up to foreign competition.

Rozhan Rahmat Saatchi & Saatchi Malaysia Dear Editor, I think it is a very sad day for the Malaysian advertising industry. We have no-one to blame but ourselves when advertising talent and people we nurtured over the last 20 - 30 years changed from creators to be adaptors. The era of advertising colonisation has just started.

We sold our souls and have succumbed to it.

Because we are ashamed of our own culture and capabilities. We think the culture and capabilities

Yasmin Ahmad Leo Burnett Dear Editor, Fantastic, and as expected, so open the floodgates.

Austen Zecha TBWA Dear Editor, Your Adoi Newsflash is a great service for those of us within and outside the Ad industry.

Even half-retired and cocooned ad men like myself still find such updates like the MIM issue, useful.

Warm regards, Keith Khoo

Far Eastern Economic Review

SCALES DOWN DOW Jones & Company, which publishes the world's most vital business and finan­ cial news and information, announced that the Far East­ ern Economic Review will change its format from a newsweekly to a monthly mag­ azine of issues and ideas— largely written by Asian opinion leaders from the fields of poli­ tics, business and academics.

The first issue of the Review in its new format will be pub­ lished this December. "I believe the era of regional newsweeklies, even excellent ones like the

Review, is nearing an end given the many other available sources of daily and more fre­ quent news and analysis. This is borne out by the economics of the Review which, despite award winning journalism, loyal readers and a dedicated busi­ ness team, has lost money for the past six years as advertisers have increasingly moved to global or local media alterna­ tives. We see no likelihood of a turnaround on the current economic model ." says Peter Kann, Dow Jones Chairman and CEO.

-i

•

•

The Mind Thinks In Pictures.

Reach Minds Where They Thrive With estimated 6 million potential viewers, profiled by their viewing preferences, age, race and household income, you can reach your target segments effectively on Astro multi-channel TV platform. No other media comes this close to matching consumers with your products and services.

If you can picture all this, then start reaching out now.

Astro Media Sales Telephone: 603-9543 6688 ext. 8602.

Fax: 603-9543 0566 or email: mediasales(g)astro.com.my

astro QHn RhH

making your life richer

BrandFusion HOW effective are your branding activities? Internal, external and communications brand audits can both help determine how effective your branding activities have been and, more importantly, what they need to accomplish in the future.

Brand audits have multiple advantages. They provide a benchmark to evaluate the current brand position. Brand audits should be held every 1-2 years to evaluate progress toward branding goals.

They also unify an organization. Too often, everyone has a different definition of branding. A brand audit can provide a consistent, universally accepted defi­ nition that ensures that everyone is marching to the beat of the same branding drum. Finally, a brand audit can help eliminate the all-too-common dis­ connect between what companies believe their brand to be and what customers perceive it to be.

An internal brand audit takes the brand temper­ ature from corporate executives and other person­ nel. One-on-one confidential interviews probe to determine each individual's perceptions of the brand, branding goals, evaluation of past branding activities, knowledge of key corporate or brand messages and other key points. What are the cur­ rent branding and customer processes, and how can they beimproved? Onegreat question to ask is: "Imagine it is five years from now, and the compa­ ny is celebrating historic financial and market suc­ cess. How did the company arrive at this point?

What are some of the activities that brought us to such success?"

The interview also seeks to uncover what con­ tributions the executive or department are con­ tributing to the brand. Is relevant data being added to corporate databases? Is customer information shared with other areas of the company? What ini­ tiatives are on the horizon that will affect the brand?

A minimum of 20 minutes is required for each interview, but they cantake up to an hour. Questions can be prepared beforehand, but the most valuable

BRAND AUDITS: KEY FOR CONSISTENCY AND INTEGRATON •BY NICK WREDEN nick@fusionbrand.com

insights often result from free-ranging discussions on relevant topics.

Related to an internal brand audit is a commu­ nications audit, which is especially useful for larg­ er firms with multiple divisions or departments that get involved in branding activities. A communica­ tions audit looks at all the material that represents a brand - press releases, ads, brochures, Web site, logos, etc. Analysis then determines the amount of consistency and integration in appear­ ance/design, messages and adherence to corpo­ rate standards. Ideally, a brand manual is in place to provide a benchmark.

Internal brand and communications audits often reveal a stunning amount of discrepancies that result in mixed messages, incompatible branding efforts or even disagreement about branding goals.

An external brand audit looks at how various stakeholders (or, more accurately, constituencies) view the brand. Such constituencies include cus­ tomers, prospects, media, distributors/retailers, regulatory bodies and suppliers. Sometimes, an external brand audit is combined with a loss analy­ sis to determine why a contract or other business went to a competitor. These constituencies are asked their perceptions and experiences with the brand. Sample questions can include: "Why did you buy the first time?" "Why will you buy again?"

"How useful and relevant are corporate commu­

Hunting

Heads •BY DEAN JOHNS deanejohns@optushome.com.au

A friend from advertising who's joined a personnel agency to head-up its new division specializing in creative staff has caused a bit of a stir by running an ad featuring a shot of a near-naked tribal war­ rior with a bone through his nose. In other words, a headhunter. Naturally this ad stood out in stark relief from the clutter of competitors' offerings showing the usual yuppies in power suits smiling and shaking hands with each other. Its headline stood out like the proverbial, too, as it actually used the dreaded word "headhunter".

While this was quite delicious to those of us who value plain speaking and good advertising, it was doubtless seen as very tasteless indeed by the industry formerly known as "employment", "recruitment" or "placement", which has been try­ ing for years to kill its traditional "headhunter"

M aDOIMARKETINGCOMMUNICATIONS

image and look more civilized and sophisticated.

Gone, for a start, as you'll have noticed, are the days of "personnel" officers and departments.

Now the hiring, firing and all those other little worker-related chores in between are handled by some entity with the somewhat impersonal if not sinister title "human resources", or HR. And HR operatives source their supplies of human fodder not through employment, recruit­ ment or placement agencies as previously, but "executive search consultancies". And just the other day I stumbled across an outfit that's pro­ moted itself to still loftier heights by claiming that it consults in not just human resources, but "human capital". Which, given that the term "cap­ ital" derives from the Latin word for "head", brings us right back to where we started, the guy with

nications?" "How responsive is our support?"

"How do our competitors compare to us?" One revealing question is: "If you were running our company, what would you do to better meet your requirements?"

The number involved in brand audits can vary greatly according to time, cost or other con­ straints. Even as few as 5-10 interviews can pro­ duce insights. The people involved in brand audits must have an excellent knowledge of branding imperatives, be familiar with the relevant products and company and have superb questioning, lis­ tening and analytical skills. The output is generally a report and/or presentation.

Results of brand audits must not only be shared as widely as possible but also incorporated into internal and external branding efforts, includ­ ing employee communications, advertising and PR. It is especially important to use the results to drive changes in sales, service, support and other customer-facing activities. Finally, remember to use brand audits as guidelines for improvement, not as sticks for punishment.

Nick Wreden, the author of FusionBranding: How to Forge Your Brand for the Future, is a managing direc­ tor at FusionBrand Sdn Bhd, a brand consultancy based in KL. Contact Nick at nick@fusionbrand.com.

the bone in his nose and a mania for collecting crania. This craze among headhunters and other personnel people for euphemising their functions is obviously an attempt to elevate their status, salaries and fees. Fair enough. What they choose to re-label themselves is their own business. But unfortunately, instead of keeping the concept to themselves, they've gone and done a similar snow job on salespeople. Long ago, you may recall, there used to be an occupation known as "sales representative", conveniently abbreviated to "rep". Reps were somewhat romantic if racy figures; living by their wits; quick and generous with a quip, a joke or the price of a drink the bet­ ter to make their sales patter go down.

Reps came in all shapes, sizes and species: media reps, print reps, local reps, state reps, wholesale reps, you name it. But not any more, it seems. Not that they've been replaced by com­ puters or otherwise rendered redundant. In fact there are probably more of them around than ever, repping away like nobody's business, but now misrepresented by such tacky new "up-market" aliases as "customer relations executive", "cus­ tomer service consultant" or "business develop­ ment manager". The reinvention of "personnel" as "human resources" professionals was one thing.

At least it was self-inflicted. But when good, hon­ est "rep" gets the same kind of inhumane if not outright cruel treatment, it's high time some heads rolled in HR.

SOME OF THE ISSUES WE PUBLISHED ARE

Mendahului dengan isu-isu semasa Ahead with the issues

Opinion

Do you hear an Echo?

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

HEY, lucky me. I'm a Sustainer. In marketing, par­ ticularly targeted forms like Direct Marketing, a label like that is an important delineator.

In western terms, "Sustainers" is a label that identifies the buying impact of a group called Baby Boomers. Baby Boomers in the U.S. and Canada represent one of the biggest consumer groups to emerge as a young generation in the 1960's.

And now their kids are coming of age. They are the Echo Generation, aka "Generation Y" or "The Millenials". Born between 1982 and 1995, the old­ est are just beginning to earn salaries in their first post-college jobs. (Assuming they can find a job after 4 years of King George's rule.)

According to CBS News (and, no, it was not Dan Rather reporting, so it's likely to be true), the Echo Boomers in the western world have a tremen­ dous impact on virtually all segments of the econ­ omy. There are 80 million of them, nearly one-third of the U.S. population, and spend "U.S.$170 billion a year of their own and their parent's money".

Who cares, you comment? Well, if you are mar­ keting products or services globally to Baby or Echo Boomers, the reasons to care are obvious.

You should be keenly interested in who's buying what, and why. And if you plan to stay in business, long-term, marketing products or services here in Malaysia, you might want to know if the Baby or Echo generational phenomenon exists in this part of the world.

One source I stumbled across claims that Malaysians aged 10 to 19 years now account for about 21% of the population. By 2010, they predict that percentage will decline slightly, while the age groups between 20 to 40 years (now around 41%)

and 50 to 69 year olds, (about 9%) will grow. So here, it appears, the market potential for "Sustain­ ers" like me, will remain fairly strong in the new few years. Yet the buying power of the upcoming "Y Generation" of Malaysians cannot be ignored.

But it's also important to keep in mind what makes each group tick. The Echo Boomers in the States are a fascinating group of consumers, and not unlike their Malaysia counterparts. While the size of American and Malaysian Echo groups may differ in numbers and buying power, their brains have been programmed in surprisingly similar ways.

In fact, the Echo Generation is probably the first generation ever to be so similar throughout the world. If you're a middle-aged Sustainer like myself, just take a moment or two to think about your kids.

(Or in my case, the children of my friends, having long-ago abandoned any desire to spawn sons or daughters.)

They are the first generation to be umbilically linked to computers. Through their computers, they have had access to far more information and com­ munication opportunities, at a much younger age.

And, again according to the CBS News report, they have become over-managed over-achievers who are highly motivated to please. They also expect immediate gratification and recognition... even when their attempts to succeed fall short.

Sound familiar? Personally, I've worked with many of these Malaysian Echos (re-read a previous article entitled "Self Mailerbation") who flop about like goldfish out of their protective, life-sustaining bowl when confronted with unfamiliar, yet undeni­ able, truths.

FIRST ASIAN CLIO JURY CHAIRMAN OGILVY & MATHER'S Asia Pacific Co-Chairman and Executive Regional Creative Director, Tham Khai Meng, has been appointed Chairman of the Executive Jury for Clio Awards 2005. "I feel honoured to be chosen as the Chairman of the Executive Jury 2005. I believe it shows the presence and respect Asia is gaining internationally," says Khai Meng.

B 3D0IMARKETINGCOMMUNICATIONS

i

In fact, a CEO in a major U.S. corporation was asked in the CBS report "What characterizes your youngest employees nowadays?" He replied, "There's one major thing. They can't think longrange. Everything has to be immediate, like a video game. And they have a lot of trouble sort of doing things in a stepwise fashion, delaying grat­ ification. Really reflecting as they go along. I think that's new."

If the young is your target, hiring them or sell­ ing to them, that's a very important observation to keep in mind.

As for the older folks, well, there is money to be made from them still. The trick is accurately iden­ tifying individuals from whichever group, Baby or Echo, and satisfying their very different needs and wants in a creative and persuasive manner.

Yes, in America, the Echo Gen yearns for Sony, Gap, Gillette, Aveda (what's an Aveda?). Yet mar­ keters continue to push mortgages and medicinal products on them. Almost none of the American Echo's money is spent in these categories. Are we making the same mistake here? Is Echo the best target for a home loan, or should financial institu­ tions be targeting the Baby Boomer age group, who could be quite likely looking for a second home or an investment property?

Another source identifies certain industries that should be marketing aggressively to us Sustain­ ers. Namely (and I find this list frightening if accu­ rate): • Health Care (oh, my aching bones) • Financial Services (finally planning retirement are we?)

• Leisure and Recreation (well, that's better) • Retailing (still consuming after all these years) • Collectibles (gotta have something to keep me company) • Funerals and Cemeteries (gawd, how depressing is that??)

My point is this. If you are a marketer, don't shoot from the hip. The world is just too complex to take buckshots at potential consumers. Recog­ nize who is likely to buy what, and in what volume, and market to, I repeat, individuals, accordingly.

The more you speak one-on-one, these days especially, the more successful you will be.

Gone are the tactics of throwing out a wide net, in an attempt to pull in as many numbers as possible. Now, the keys to success are many nets, strategically thrown.

I may not be an Echo, but I hear them. And so should you. But please, be prepared for excep­ tions. I also yearn for Sony. I'm certain I'd yearn for Aveda, too, if only I knew what the damn thing is.

Kindly contact 603 7726 2588 to get your own copy!

InterActive

CONSOLING GAMERS FACING MARKETING •BY JOSH SKLAR, FOUNDER LOGICWORKS JOSH@LOGICWORKS.US

PRODUCT placements in movies and music videos have become as pervasive and common­ place as botox in the actors and singers. They spread to console video games sometime back in the early-1980s, around the time home arcades became a billion dollar industry.

Now Sony's Playstation 2, Nintendo's Gamecube and Microsoft's Xbox have grown it to a USD$10 billion business in recent years; that's more than what Hollywood takes in.

Another advantage those purveyors of digital diversion have over film (which, to be fair, is soon to be all digital too) is the capability to not just paint a backdrop with a brand on it or carefully place a Coca-Cola machine in the scene, but thanks to the widespread and ever growing adop­ tion of network gaming, to serve up ads in real time. Ads that can change depending on the time

of day or night (advertisers can buy blocks of time) and based on circumstance. If a player is running into a subway, there can be posters hanging from the walls hawking the movies coming up on HBO that very weekend. In a racing game, billboards can showcase the latest models of a real car manufacturer. Think the Tom Cruise movie Minor­ ity Report contained in your kid's (or your) PS2.

You can have dynamic, personalized ads in front of the golden 18-34-year-old, male market that has been eschewing television of late.

Not only can you ensure gamers see the ads, but game ad servers will undoubtedly be able to track how long the ad was in front of them and report the results back to the agencies. Armed with such data, messaging can be fine-tuned until they deliver perfectly effective results. All games connected to a network will be able to receive the

updated ads, not only those purchased after the change.

Console games aren't the only billion dollar subset of video gaming. Online PC and Webbased games are also in the ten digit arena. Peo­ ple are living out entirely separate lives via paid subscriptions that make good use of sophisticat­ ed graphics and there are plenty of opportunities for making sure they're connected with the real world of consumerism. Ads can subsidize the costs of the subscriptions and ensure the games become more and more advanced by helping to pay for R&D and hardware updates so it's not all bad news for the players.

Still, it's important to realize that as with the first ad servers for Web sites, this opportunity isn't a license to trample over the consumers. If you understand the medium and what makes it attrac­ tive to them, you'll likely get them to accept the invasion on their senses rather than cry foul. Be wry, don't take it seriously in the least and push the envelope. It's going to take a lot to make an impact in an environment where things routinely do the unusual. Getting the brand out there on a subconscious level might prove rewarding and challenging enough without coming to blows with these game controller masters in their own world.

But if you win, the high score can easily be in the billions for the ad side of the industry as well.

Cheers to Global Synergy!

Grey at No. 1 Shenton way

Chris Leong charms colleagues& guests

Guan isthe thorn amongthe roses

EQ 3D0IMARKETINGCOMMUNICATIONS

COCKTAILS and laughter were endless. A cele­ bration in Shenton way was attended by over a hundred leading names in the business communi­ ty. This merriment was called for when Grey Glob­ al launched their new regional hub in Singapore.

Their cause for celebration was not limited to just a new office, also to cheer to their new role.

Grey Global Group Singapore, which develops communications for a blue chip roster of clients, is now charged with building regional new business relationships for Grey in Asia Pacific.

Chris Leong, President & CEO, Grey Global Group Singapore, stated that the company would progressively expand the new business develop­ ment hub over the next one to two years beyond existing companies Grey Worldwide, MediaCompete and G2 to include Grey Global Group's full complement of specialized communications companies, specifically: Grey Healthcare, GCI, Beyond Interactive and Grey Direct Interactive .

Singapore has been chosen as the base to create a centre for excellence. To drive this, a quarterly think tank on a global scale will be held.

"We believe the market warrants a communica­ tions company of Grey's calibre and we intend to surprise it with the brand building results we are known for delivering globally. Backed by unique tools such as 'Synchronized Marketing and Emo-

tional Triggers', our synchronized communica­ tions expertise is breakthrough. We're excited about bringing this expertise to more clients through a fresh new team of exceptional talent." says Chris.

All well known experts in their own field, the key executives who will be powering the Grey Global Group Singapore operation are Phil Mulholland, Tay Guan Hin, Mark Leigh, Raju Bhakta and Yash Samat.

"Our new operation in Singapore is a superb complement to our overall regional management capability and reflects the fact that Grey has gone from strength to strength under Chris' leadership for the past two years, starting with our excep­ tional new business growth. Her team is an extremely gifted one that is ready, willing and able to deliver lasting brand value to clients. Keep your eye on them. They work seamlessly with Grey's excellent operations globally." said Jon Fox, Executive Vice President/Global Business Development Director for Grey Global Group and interim head of Grey Global Group Asia Pacific.

This Global Group is one to look out for. This year Grey have won the most awards at ABME (Asian Brand Marketing Effectiveness Awards).

Who knows, with Global Synergy, they might extend way beyond that.

.ChairmanSpeak

•BY MONICA WONG

•— m m K#1 I

• *»>~J J Mlf &

J

m»K Is '• f; ;

NEXT time you hear someone complain that they are too busy to be sick, mention Linda Wolf, Worldwide Chairman and CEO of Leo Burnett.

When we met, she had just flown in from Wash­ ington and London before that. Bearing the responsibilities of the global operation, with 200 offices spanning over 80 countries on her shoul­ ders, she carries this tremendous weight with boundless energy - all in addition to being a lov­ ing mother and wife who cherishes family values, philanthropist caring for children in Children's Memorial Hospital, getting kids off the streets and the list goes on. Recognised as the amazing woman that she is, Linda was awarded 'Achieve­ ment of a Lifetime' by Women's Image Network (WIN) and named 'Advertising Woman of the Year' in 2000 by Women's Advertising Club of Chicago. Only when I had the honour of meeting her, can I understand why. Her passion and zest for a full life is inexhaustible! As I sat there feeling tired having endured a 2 hour wrestle in traffic, I couldn't help but envy her lively energy at the end of a long day.

Advertising was not Linda's first choice for a job. With a passion that sparkles in her eyes, we would naturally assume that advertising was her

first love. Armed with a degree in Spanish, she had wanted to have a taste of living abroad. After spending her junior year in Madrid, she decided to return to begin her first career steps in Con­ sumer Research for Time Inc. in New York. Only during her employment with Heinz, doing market research, she found that she actually enjoyed agency meetings. It was there that she had caught a glimpse of the fascinating intricacies and strong motivation behind advertising. It was then she decided to jump from client's side to a small agency in Pittsburgh. From there she went on to Leo Burnett and had never left ever since.

"I have found that it was sort of a circuitous route, I ended up going places where I enjoyed the work the most. I guess the key for anybody to have a passion for what they're doing, is to do what they really enjoy." she smiles fondly. Linda's passion kept her going all these years. Her fasci­ nation with the diversity of people and clients, fuelled her enthusiasm.

There are many advertising agencies around which could be just as interesting. What had kept Linda in just one place, is "I believe in our values, I believe in the commitment in doing out­ standing excellent work and most importantly I

4

-

I*

believe in the people." she says. "It is an environ­ ment where we value talented people, we value big ideas and we enjoy what we do. And we have a lot of integrity in what we do. Leo Burnett is a really inspiring place to be in. The culture is one that is very strong, not just in Chicago, but all around the world."

Though Leo Burnett, the founder passed on in 1971, his values are still as relevant today as it were back then. "People like to be in a culture where they clearly understand what the values are and they believe in those values. There is a lot of clarity in terms of what the company is about and what we are trying to do for our clients, which is build their brands." Linda explained.

The apple story is one that all Burnetts remember with pride. A tradition started by the founder in 1935 as a gesture of hospitality to vis­ itors when they opened their brand new office in Chicago. It was said by a newspaper columnist that at the rate they were going during the Depression, they would soon be selling apples on the streets. Now, 69 years later, they still give out apples in every office around the world as a subtle reminder of Leo Burnett's supreme opti­ mism. Millions of apples are given out every year.

Continued on page 18

H aDOIMARKETINGCOMMUNICATIONS

DRB-HICOM OPENS UP A WORLD OF BUSINESS OPPORTUNITIES FOR YOU

DRB-HICOM'S INTERESTS INCLUDE: AUTOMOTIVE MANUFACTURING AND DISTRIBUTION

PROPERTY & INFRASTRUCTURE

IT, SOLID WASTE MANAGEMENT, FINANCIAL AND INSURANCE SERVICES

DRB-HICOM is one of Malaysia's leading conglomerates, and we are involved in key sectors of the Malaysian economy, 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.

[llifjBjUiASiiiil —— help make things better

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

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

ChairmanSpeak

'Even now, the messengers at the Chicago office love coming to Burnett. They could be starved anywhere else but at Burnett, they can always get lunch.' quipped Linda laughing.

The irreverent Leo Burnett said that, "The sole purpose of business is service. The sole purpose of advertising is explaining the service which the business renders." Linda not only practices this piece of wisdom, but lives it with thorough enjoyment, having start­ ed off as an Assistant Advertising Executive in Leo Burnett back in the seventies.

On new business : "New businesses is healthy for the agency because there is a momen­ tum that goes behind it. Working on new busi­ nesses and bringing in new accounts is like the ultimate test." explains Linda.

Winning the Walt Disney account was one that Linda is particularly proud of as Disney have never worked with outsiders before. "It was a great moment because we showed them how much value we could bring. And because we set out to accomplish it and we did it, like no one ever expected us to."

With her speeches on 'Miss Understood' around the world, Linda has set a platform on advertising to women. Many agencies were shaken with this realisation and clients' curiosity were duly aroused.

Her zeal in pursuing brilliant work is exactly as Leo Burnett's wisdom depicts, that "We want consumers to say, That's hell of a product instead of That's hell of an ad."

There are times when your total commit­ ment is called for in all areas of your life. These

Standing from left - Kevin Tromp (Global Brand Director for Malaysia Airlines), Sue D'Cruz (GM- iLeo),David Mitchell (Director of Brand Management), Chan Lee Chon (Executive Creative Director),Tan Kien Eng (Executive Creative Director - iLeo).

Seated from left - Gary Underwood (Finance Director),Charles Cadell (MD), Linda Wolf, Alex Lim (Executive Creative Director).

"We want consumers to say, That's hell of a product instead of That's hell of an ad" job or family. There is no individual time, but it's ok because when you like what you are doing,

LIFE WAS NO WALK IN THE PARK:Linda is juggling 200 companiesin over 80 companies,a family and lotsof charity work

are the moments when most would feel torn between two loves, job and family. Linda recalls the moment when, "things definitely got harder. Especially when I had my second son.

That's when you really do start looking at it and saying this is a really big commitment with two children and also work. But what I found was that I enjoyed what I did so much that I made it work. And what I gave up is my own person­ al time so my focus and priority is either on my

® 3D0IMARKETINGCOMMUNICATIONS

it works out very well."

The question that keeps buzzing in my head was, where does she find the energy? I agree that love and passion can drive a person very far, but endless requirement of that is bound to drain one's energy. Her secret; "Work out! Even when I lack sleep, I get up at 5 in the morning to work out. That gives me the extra burst of ener­ gy for the day."

"Even after 26 years, I'm still curious about the

wonderful changes that are still coming on right now. In doing a lot more marketing services, having a lot more diversified approaches to what we do, there is cause for learning, there is always that new way to talk to a consumer," says Linda enthusiastically.

Linda will be retiring next year. This is defi­ nitely not due to exhaustion. She explains that everyone retires at 57 back when there was a Burnett board. "I am going to do that as well.

That is good, because our business is a very dynamic business and I think it is important that when we have a lot of very bright people within the organisation, they need to know that there is always opportunity to move up. And if everyone stays forever there is not much movement." She has hand picked a successor Tom Bernardin, who possesses vast if not equal calibre.

Linda believes in finding time to live life.

She says that, "It can be so intense, you can be so involved in it, nothing else is on your mind. But our job is to understand the consumer thus it's important to be a consumer. To do that you need to have balance in your life. So it can't be all job, you need to have that balance of per­ sonal life as well. I think it is important, if you are going to relate to people, you have to be one of those people yourself."

When Linda retires, she will be sharing the skills she has acquired over the years to non profit areas, such as the Children's Memorial Hospital. She says that there is so much value that can be added to further those brands.

Just what all your customers need.

Another Twin Tower replica.

Are premiums gifts really of little or no value to customers? It depends who you source your premium gifts from. At ReshMal, we design and customize corporate gifts, premiums and other promotional items, cutting out the middleman. Everything from Umbrellas, Caps,

T-Shirts,

Clocks or even a Twin Tower replica. Normally, for as little as half the price of our competition. We have, at any one time, over 2000 various gifts at our 10,000 sq. ft warehouse.

And we mean premium gifts, not the tacky ones you're probably accustomed to

receiving. Why not call us for a quote. A very, very,very competitive quote.

Your Premium Partner

ReshMal Enterprise Sdn. Bhd. Lot 116, Jalan Semangat, Selangor D.E, Malaysia Tel: 603-7954-3073, 603-7954-3060 / Fax: 603-7954-2973 / E-mail: info@reshmal.com / Website: www.reshmal.com

MusicMachine

IF having a vision is a crime, then Vincent Chua would probably be serving life. As executive direc­ tor for the production umbrella of TMM Communi­ cations Sdn Bhd (or TMMC, for short), it is his job to keep the company, which bills itself as a onestop integrated production solutions provider, fresh and relevant in today's ever changing climate.

TMMC is no debutante in the production field this is the team that managed to organise and suc­ cessfully undertake the groundbreaking ceremony for Proton City that catered to about 35,000 guests and the setting up for the release of Proton's one millionth car, all in an astonishing five days.

From its humble beginnings as The Music Machine in 1974 - the pioneer in providing mobile discotheque services - TMMC grew to encom­ pass everything from consultancy services and event management, to providing pyrotechnics and special effects, and even set/light design and video production.

"Patrick Teoh, who is the founder of the com­ pany, would always remind us that we are in the show business industry, emphasising always that the 'show' comes before the 'business'.

This is something we are all mindful of," says the affable Vincent.

What this translates to is that thecore of TMMC is all about putting on a good show. "We have the technical capabilities, no doubt about it. The core group of people who are part of TMMC - like Alex "At TMMC, on the other hand, we are part of the industry.

We know just how crucial it is to get everything right for that special occasion...."

Vincent Chua,executive director

m aDOIMARKETINGCOMMUNICATIONS

must go on •BY PALAU SHAVIN

Lim, who is in charge of the FX Factory; Gavin Ng, who is pro­ duction division head; and Shitamparam, who is the technical manager in charge of projects these are all extra-ordinary people who have years in the field and are about the best at what they do.

"What I am trying to empha­ sise here is that TMMC has the capability to conceptualise and realise everything from the mundane to the magi­ cal," explains Vincent, who gave up a promising career in the hotel line to join The Music Machine in the mid-80s.

Though he was initially in sales, Vincent's skill at ferreting out new revenue streams for the compa­ ny gradually led to a bigger role, and even a piece of the company.

In the 20 years he has been with TMMC, he has watched the company grow by leaps and bounds. But Vincent admits the time has come for TMMC to take stock of its position in the market, and look at other ways of ex-panding its revenue streams.

To this end, TMMC is hoping to build stronger and better part­ nerships and strategic alli-ances with the industry players. Vincent is convinced this is the way for­ ward for the company to keep growing as a brand that the advertising industry can easily identify with.

"We are not talking about competing with the advertising agencies for a share of the pie we are talking about comple­ menting them. Look, TMMC offers the technical expertise that agencies can use to meet the needs of their clients. We can help them provide the per­ fect solutions for their target market," Vincent explains.

"When a client approaches an agency with a project, we can

be called in to help with the technical aspects.

And because we can do most things in-house and we have the people who are capable of overseeing the technical issues, quality control is not going to be a problem. There are no shortcuts; we understand the needs of the industry," he says.

Of course, as in any industry, the cost fac­ tor is a crucial one. TMMC has been perceived (unfairly, he says) as being an 'expensive' option to, say, the contractor down the road who says he can 'ta pau' everything for half the price. After all, if it is a simple matter of lighting or setting up a revolving motorcycle stand, why opt for the best?

Predictably, Vincent bristles at this. It's sim­ ple, he says. "A sub-contractor will set things up, but he's not going to care if there should be failsafe measures taken in case something goes wrong. Can you image, during a launch, when a revolving podium or fancy lighting fails at the crucial moment, in front of a hundred invited guests and the media. Your client is certainly unlikely to forget."

"At TMMC, on the other hand, we are part of the industry. We know just how crucial it is to get everything right for that special occasion. There's no going back (to fix things later). So we pride ourselves in doing it right, always. We may not be as polished as some, but we are certainly dependable. And that must surely account for something," Vincent says with finality.

So that's the way the company hopes to move ahead - building partnerships with agen­ cies to meet the needs of their clients, and imbu­ ing projects with TMMC's own blend of technical know-how, flair and razzmatazz. Now that's a vision worth having.

jiJJ]

ft

Solution Experts

photographer VR director

Interactive VR photography

Exterior object movie

The only studio with full production facilities for high-end VR car photography. Your web and CD content will never be the same again.

Call Jen Siow for a presentation.

Interior spherical movie

Jen Studio 26 Lorong Dato Sulaiman Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur, Malaysia.

Tel: 603-7728 6227 Fax: 603-7727 7005 email: jensiow@pc.jaring.my www.jenstudio.com

club almost hits 20,000 members and growing...

, KADIA -180 200

MyTV3 Card:The new look refelcts the vibrancy of the station's fresh & colourful spirit!

• THE cheers and calls for encore can be H heard for miles. Echoes of fans singing along H deliriously with their favourite artists rever\ berate in the background, bringing tears of • joy to many. Tens of thousands of people • mostly families of different racial groups B together with their two, three or four • school-going or teenaged children come • in droves and flock the carnival's ground • with little regard of the blistering heat or P- downpour. This is the scene of Karnival Sureheboh as they share the pleasure of entertdu-tainment with the nation.

A success from the beginning Karnival Sureheboh, has allowed many the opportunity to taste the glitz and glam­ our of TV entertainment whether its as well as learning more about their favorite programs or getting closer to their favourite entertainers/TV personalities. It became a brand name in its own right, with its very own group of fan clubs. Catch­ ing it at its peak, MyTV3 was created to ride with the waves of success.

"Our dream is to make MyTV3 the hottest talk in town, when we launch it by year-end. We want it to be a programme where everyone can identify with, something that is close to their hearts. We will ensure that all the goodies in store will not duplicate other loyalty programmes which are already avail­ able in the market," said Sofwan Mahmood, TV3's Viewer Relationship Manager.

MyTV3 takes on the flagship of getting closer to

to members who registeredat the booth.

The MyTV3 Look: At every Karnival Sureheboh the MyTV3 booth isalways equipped with laptops and data-entry crew

the viewers with its aggressive nationwide cam­ paign to recruit new club members "At every Karnival TV3 2004 Sureheboh loca­ tion this year, the MyTV3 booth is available for visitors of the Karnival to register and so far this club has approximately 20,000 members from all over the country." says CEO, Dato Farid Ridzuan.

The Sureheboh fans embraced this instantly with spontaneity and unbridled enthusiasm. Cost­ ing only RM10 for lifetime membership, thousands jammed the My7V3 booth, grabbing discount offers and membership cards. The highest membership recorded was an impressive 3,000 in just one night, at Bukit Jalil. It has now reached nearly 20,000 members and the number is still growing!

Everybody wants to be part of MyTV3! By far, their success is not limited to the high number of members recruited, their latest feat was the suc­ cessful 'recruitment' of our country's own Prime Minister Datuk Seri Abdullah Badawi, when he was invited as MyTV3's 'honourable member.' Idris Md Zain, CCD's Unit Head of Publication Govern­ ment and Community Relations, grabbed the opportunity to present him with the membership at the recent ICT Week exhibition, a four-day event held at The Mines International Exhibition and Convention Centre (MIECC).

Armed with the 'Malaysia Boleh' attitude and geared up enthusiasm, this joy will be spread to all Malaysians.

"The success yardstick of My7V3 as a brand extension is akin to the popularity of the station, it is a synonymous success process," Sofwan explains.

This is amazing CRM, with MyTV3 for adults and My"TV3 for Kids & Teens, nobody is left out of the experience. If we are going to heboh with TV3, might as well go all the way!!

Fantastic Turnout:The crowd in BukitJalil recorded the largest number of MyTV3 members registration reaching 3,000 members

Leadership

IT is no secret that from the day Tan Sri Dato Lim Kok Wing started his pursuit for excellence in edu­ cation, the key philosophy had been creativity. This dream was fully realised last week when the Prime Minister officiated the opening of Limkokwing Uni­ versity and the Malaysian Design and Innovation Centre in Putrajaya. In a rare one on one interview ADOI talks to the man whose passion for creative excellence is putting Malaysia's educational stan­ dards on the world map Tan Sri, you have been leading the drive for creativity and innovation for a long time...

The world's most advanced nations are also the world's most inventive, most innovative. They are also the world's richest. That, in a nutshell, explains why we must innovate. It's either that or see our ability to compete in the global economy erode very quickly. Innovative countries generate immense wealth from the products they have cre­ ated, and the brands they have promoted. They produce goods that are perceived to be the best everywhere in the world.

Resulting from this, brands and products from these countries are able to gain worldwide acceptance quickly, and command premium pric­ ing invariably. And resulting from that, these coun­ tries themselves have become synonymous with quality, and enjoy the most positive image in the

pukul

netweightlkg

Kindly contact 7726 2588 to get your own copy!

Limkokwing sets benchmark for creativity!

•BY THE HAMMER

minds of people right around the world. This, in turn, reinforces the perception that whatever they produce must be the world's best. Because they produce the best goods that the world wants, they become the most compet­ itive. And don't tell me that Malaysia is just a small country and unable to emu­ late the performance of the economic powerhouses. Size of population does­ n't matter in a coun­ try's capacity for innovation. Look at the most innovative countries in Europe - Sweden, Finland, Denmark, Switzer­ land. They all have populations smaller than ours.

What must we do?

Malaysia has built a strong economic foundation. We have modern airports, seaports and high­ ways. We are one of the top trading nations in the world.

We have the charac­ teristics and capa­ bilities of a First World nation.

We need to build upon this success,

to take the country to the next level, to stay ahead of competition from lower cost emerging economies. We can no longer compete on vol­ ume and -pricing. Like in the developed economies, innovation holds the key to building our capacity for knowledge generation; strength­ ening and sustaining competitiveness; and improving the quality of life of all levels of our soci­ ety. We must add value and quality to whatever we make or produce. We need companies to believe that innovation is the factor that will drive productivity and quality; that will help them expand their business, increase their profitability, enhance their effort to build markets all over the world, create more products the world wants to buy and more brands the world wants to own.

We need the government to support and facil­ itate the private sector to enable it to be compet­ itive and gain access to new markets. It must also include innovations in the agricultural sector to improve productivity, raise the income level and improve the well being of rural people. The drive for innovation must benefit everyone.

Where do we start?

The process starts with education.

Malaysians are highly creative but we need the right kind of teaching and the right environment to bring out these qualities. They need to acquire confidence in their abilities. They need to be able to think critically and creatively.

The education system has to facilitate the cre­ ation of learning environments that motivate our children to think creatively. The environment has to be inspiring and not hamper the child with rules and regulations that lead to conformity and com­ pliance. These stifle creative growth and therefore inhibit innovation. Our children would end up as followers to others who will lead. We must not allow this. We must nurture our children's inherent capabilities to bring this nation to the next level.

Continued on page 26

m aDOl MARKETINGCOMMUNICATIONS

looaHsnivJ'

S3|ss\ro

vNiooy

Leadership

NewsBriefs Malaysia • MATT RUNS MANILA Word has it that Saatchi & Saatchi's Matt Seddon is heading JWT Manila after 5 years in Malaysia. Call Ham for details on farewell party!

• CLIO APPOINTS GAVIN V & R's creative head Gavin Simpson has been selected to the CLIO jury which meets in Santa Fe, New Mexico in April.

• WELL EARNED MOVE Poster Publicity has promoted Eric De Cruz to Country Manager. His promotion follows succes­ sive years of building businesses with various clients including the Telekom Group and Celcom.

• TIME FOR A TEQUILA! Tequila-ISC won a major pitch for Northport. It was appointed the new communications agency to spearhead Northport's upcoming corporate brand campaign for 2005. Tequila-ISC will handle the above-the-line communications right through to events and the Public Relations strat­ egy and planning.

• BIG TREE GOES BIG Big Tree has been awarded the advertising concession for KL Sentral. For details contact 03 - 7880 9988.

• MAXIS WIN Unconfirmed reports suggest that BBDO has won the Maxis Hotlink business worth RM40million. Both agency and client are tight-lipped on details.

• DRAFT MALAYSIA BEEFS UP Draft has appointed Stuart Godwin, Associate Creative Director and Taquddin Bahro, Senior Art Director to add firepower to its Creative Department. On another note, Draft has also won Gold under the category of "Most Effec­ tive Use of Direct Marketing - Print" at the Media Asian Brand Marketing Effectiveness Award for Mantissa Institute.

• RETAIL SALES GO THROUGH THE ROOF The Malaysian Retail Association (MRA) announced a record growth of 15.1 % in sales for the local retail industry in the second quar­ ter, 2004 - the highest ever quarterly increase since the Asian financial crisis.

• TVCS TALK BACK Astro Media Sales launched the 1st interactive TV commercial in Malaysia on Astro Ria and Hitz.Tv. • TOTAL BAN ON TOBACCO ADS All direct and indirect tobacco and cigarette ads will be banned from Feb 1st, 2005. Ciga­ rette advertisements and promotional activi­ ties will be illegal.

• BOOKING ADS VIA SMS Ads can now be placed in NSTP's stable of newspapers via sms. Registered buyers will receive real time alerts on the status of their adsJust SMS 36600 • SUN RISE Ad rates for theSun & TheEdgeFinancial Daily will be increased from January 1, 2005 from 20 to 25% across various types of ads.

m 0DOIMARKETINGCOMMUNICATIONS

Fortunate college students shares joy with exemplary great leaders

Today's young generation is growing up in an era of technology that has enhanced con­ nectivity and eased laborious work. We have to understand this new generation in order to impart what we want in the way that they want.

This is a smart generation, unafraid of new technology and therefore very capable of achieving great things.

This is a generation not in awe of developed nations as much as the older generation was.

This is because Malaysia, over the past decades, has narrowed the gap between itself and the developed world. Our young people see a more level playing field than we do. We must ride on this mindset, give our young the skills they need so they can move the nation to a higher level. We must show our confidence in our young people. We must give them the environment they need to acquire the vital skills so they can make an impact with their ideas.

How is Limkokwing University College of Creative Technology helping to drive innova­ tion in the country?

Limkokwing University College is the first to put together the reality of integrating academia with industry that provides a one-stop platform to drive innovation and promote applied creativ­ ity. This concept has taken shape in the Malaysia Design & Innovation Centre (MDI) implemented four years ago.

This is an industry-led initiative supported by the government and is being developed as an international creativity hub. MDI taps into the university college's research, training and con­ tent creation resources.

By bringing industry into the classroom, the students and the faculty have greater access to industry thinking and are exposed to a compet­ itive environment. They work with some of the most successful national and international brands in order to acquire business knowledge hands-on. The industry, on the other hand, will benefit from thousands of young minds infused with design and creative concepts that will help generate new, innovative products and services.

MDI is an essential integrating platform. It will develop creative capability and enhance industry standards; create branding for products and build content in the fields of entertainment,

education, performing arts and media arts; and increase public demand for good design.

Manufacturers will be linked with researchers and designers; designers with content develop­ ers; and industry to training, R&D and incubation facilities to drive innovation.

MDI is the only organisation in the country that effectively connects industry, government and academia. The innovation centre also pro­ motes innovative brand development by recog­ nising Malaysian brands that have been suc­ cessful by awarding the annual National Cre­ ativity & Innovation Award. This award is pre­ sented by the National Creativity & Innovation Institute, an integrative platform under MDI to help build innovation capacity and branding.

MDI will be a key player in building a quality conscious and innovative society which will raise Malaysia's national productivity, strength­ en its ability to compete with the world, and drive it up the value chain.

Please elaborate on the learning environment?

The learning this university college provides equips young people with a combination of many skills. They learn financial management even though they are design students. They learn people management even though they are not studying human resources. They learn brand management even though they are multimedia students. They learn marketing and promotions even though they are not business students.

They learn by doing. They learn this through the brand development initiatives taken at the campus where they see new brands being developed and the students experiment and explore with this living entity. It makes it easier for them to understand the mechanics and the values that can never be experienced or under­ stood in a classroom. And because they are able to interact with students of other disciplines involved in the incubation suites, they under­ stand how business works, the value of team­ work, how a combination of disciplines are needed for successful ventures. They are then able to perform academically. The textbooks begin to make sense. They will be able to go several steps further to provide their own case studies using their experience as yardsticks.

The television landscape evolves

Again!

media reporter, Sept 2004

watch out for a tv advertising

Channel 6 years in the making!

i as

beyond TV

_AgencyProfile

SEVEN CREATIVE PRIN

From left: Celestine Lau, Baldish Kaur, Adrian Miller, Ian Lee, Shieko, Kevin Sim, James Yap, Bee Khim,Christie Herman,Jasphine Chew and David Sin

CHARGING •BY MONICA WONG

FOR years, the creative department of Lowe had been in hibernation. They needed resuscitation. All it took was a spark to jump start its engine. This came in the form of Adrian Miller.

Since Adrian came on board as Executive Creative Director, a new creative culture has started to bloom at Lowe. A culture that is based on proactivity and a healthy disregard for conventionalism. A collection of international as well as local awards proves he can lead by example. Adrian speaks with uncontained enthusiasm to Adoi about the industry and where exactly Lowe is headed.

When did you feel that a change was needed? What are your expecta­ tions?

I think Khairudin realized that a drastic change was needed at Lowe KL and employed me to help him. The mandate to turn Lowe KL into a creative­ ly driven agency also came from our new regional president Nigel Gilbert. So the right support was in place. Lowe has a creative heritage. We just needed to revitalize it in KL. My expectations are simple. Every piece of work must have an idea. Every­ one must think beyond the brief they are given. And everyone must have a sense of pride in the work they produce. If you don't love the job, leave the job.

What is your greatest challenge? And what did you do to counter them?

Building a creative culture and maintaining it. It's easy to be ordinary and do ordinary work. Anyone can do that. And indeed many do. It's easy to blame bad clients for bad work. Or bad briefs. But at the end of the day, people don't see that. They just see the work you do. I find by being proactive and not accepting ultimatums from people, eventually you'll get a great piece of work on the wall.

Another challenge is not to succumb to fads in advertising. Big picture small logo. We constantly have to reinvent ourselves.

Who is your mentor? Has the same inspiration rubbed off on your team?

I wouldn't say I have a particular mentor. But my formative years in the business were spent at Leo Burnett KL. The agency was a terrific learning ground. The craft of copywriting was taught and encouraged. You don't see this happening in many agencies. People wanted to win awards and create great advertising. Everyone was on the same page at Leo Burnett.

Yes, I've tried to instill the same thinking at Lowe KL. To some extent it's already happened. The creative department works together at Lowe. If a team can't solve a problem, everyone helps out. No one must feel left out.

Continued on page 30

m aDOIMARKETINGCOMMUNICATIONS

EPSON

World famous celebrities by a world famous photographer.

Greg Gorman, celebrity photographer who has captured many faces of fame, is coming to town. You'll be up and close to his stunning fine art EPSON prints and see first hand the techniques he uses to create award winning images from capture to output. Greg Gorman is a member of the exclusive EPSON Stylus Pros, an elite group of industry leading photographers, and will be conducting a series of exclusive seminars for select industry professionals in Asia.

epsoN<

PhOtO Prillf]

Faces of Fame A Perspective by Greg Gorman Greg Gorman Seminar: Singapore 18 Nov 2004 Malaysia 22 Nov 2004 India 25 and 27 Nov 2004 Please contact your local EPSON office for more information.

Singapore (65) 6337 7911India (91) 80 1600 440011 The Philippine* (632) 813 6567 Indoneela (62) 21572 3161 Maiayela (6) 03 5628 8288 Thailand/Indochina (662) 670 0680 www.epson.com.my

AgencyProfile

Do you think there are enough local creative people around?

Yes and no. I don't think there is a big pool of talented writers in the country. I think we have more good art directors and designers. I think the best of Malaysian work can win anywhere. And Malaysians are doing it. But it seems that the same names keep popping up. I think we have to broaden our talent base. Of course there are few up and coming young teams. We just need more of them.

How do you feel winning metals at both Kancil and MC2?

Winning Gold at both shows gave the agency the boost of confidence it needed. Suddenly out of nowhere, the agency became a creative player in the market. We also managed to improve our worldwide ranking in the Lowe net­ work. Jumping from 26 to 8. I'm really proud of the achievement thus far, but it's only the beginning. Now the hard work really starts. I refuse to let us be a one hit wonder.

What is your next step?

To keep doing what we are doing and work towards becoming top three creatively in the country. We are two steps away. I think all of us at Lowe are looking forward to the challenge.

Do you feel that you are all geared up to take on next year's local andinter­ national awards?

Absolutely. We came fourth at this year's Kancils. We have to do better.

Next year is going to be interesting. A lot of agencies have got a lot to prove.

Agencies that didn't do to well this year, will, I think, be back with a vengeance next year. Should be fun.

When and how did this turnaround begin?

It began in January. Lowe KL was ready for a change. It needed to change.

The company had always been solid and well grounded, but its creative output never quite hit the mark. Everyone in the company, especially the creative guys, were ready to make a go of it. They had the talent and the tenacity; they just needed a nudge in the right direction. It is easier to mobilize people, when they share the same mindset as you.

How about the coming AdFest in Pattaya in March?

We are constantly gearing ourselves for certain awards. I think we have some pieces that could do something. But award shows are unpredictable.

What doesn't win at one show might win at another. A gold at Cannes for example doesn't guarantee you a Kancil finalist.

m aDOIMARKETINGCOMMUNICATIONS

1.

Title: Doll. Client: Dumex Malaysia.

4.

Title: Family Tree.Client: Unilever.

2.

Title: Mario. Client: Sanyo.

5.

Title: Urinal. Client: Olympus Malaysia.

3.

Title: Blue Eyes.

Client: Landrover Malaysia Owners'Club.

6.

Title: Burnt Face. Lumina

dlt TYPE FONTS&IMAGES rights-managed agence images I2i photis photonica picture press reuters picture archive royalty-free apply pictures bananastock big cheese photo birch design studios brand x pictures corbis creatas digital archive japan dex image digital vision dynamic graphics fstop geoatlas iconotec idreamstock imagelOO imaged] imagemore imageshop image source imagezoo inmagine it stock photodisc rubberbali stockbyte thinkstock

FOIL

LI CKINQ

I cru fLE r get your stockfix: 450,000 royalty-free images 150,000 rights-managed images search • purchase • download

www.alttype.biz

•••si

•liiiiiiliilii

anaB

call us: email: or surf:

03-2282 5411 myinfo@alttype.biz

www.alttype.biz

ClientSpeak

Really strong coffee

Tight7: A humorous tv ad where husband falls over when 'slapped'by coffee.

•BY MONICA WONG

Paulus Nugroho,the man behind the scene

MANY were surprised when Indadi Utama was awarded the Advertiser of the Year at MC2 last September. How could a company considerably small in size be the winner, they wondered? ADOI catches Paulus Nugroho, General Manager P.T. Santos Jaya Abadi, Indonesia, a principal of sales and distribution company, Indadi Utama for a chat..

Despite the origin of a successful Kapal Api brand back in Indonesia, Indadi started from ground zero in Malaysia. Bearing that in mind, they did a thorough research on Malaysian habits and attitudes towards coffee. The overriding con­ clusion was that Malaysian local coffee lovers like their coffee strong. Unlike Indonesia, where flavour and aroma of the coffee is above all else.

When they started out 2 years ago, distribution was the main focus. Once that was set in place, they were ready to shake the market. That was when Lowe & Partners came into the scenario.

They selected Lowe after an intensive pitch and the rest just fell into place. Trust and mutual respect followed naturally. They encouraged Lowe to take risks. They had been daring so far in their venture, like doing sampling outside mosques after Friday prayers and many other

innovative experiments. They wanted to be dar­ ing in their ads too. For their very first TV cam­ paign popular sitcom actors in "Spanar Jaya" was used to endorse Kapal Api. This was fol­ lowed by the award winning ad 'Argument' and 5 other 10 seconds spots screened on TV3.

The impact of this campaign shot sales up by +88%. "How could this be? Indonesians would not likely appreciate the ad executions but we believed Lowe when they said Malaysians will," says Paulus.

However, Indadi will not pause to celebrate yet. They will ride with the waves and churn out more surprises with Lowe. Still wonder how this gutsy company got awarded? Try getting your client to approve a really risky, original idea and you will envy Lowe for having Indadi Utama as a client.

START PANICKING!

MMHM

You're about to get dumped on.

The search for the year's best in direct marketing has begun.

You will need a lot of help.

PH0N-00049448-001

Don't waste your valuable creative thinking time looking for stock shots.

>

photolibrary.\ com

i

tel: +65 6226 0233 fax:+65 62262803 sgsales@photollbrary.com

MALAYSIA tel:+60 3 77276062 fax:+603 77275172 mysales@photolibrary.com

THAILAND tel:+662233 8020 fax:+662233 8024 thsales@photolibrary.com

PHILIPPINES tel: +63 9175244 737 fax:+632 723 4839 phpsales@photolibrary.com

_MobileTrends

MOBILEMANIA •BY MONICA WONG

Consulting: I Wireless S

Jasmine Lee,CEO of MNC

I AM in the LRT on a hot lazy afternoon. I was sur­ rounded with silence and the coolness of air con­ ditioning. With this much comfort, I was almost nodding off like the rest of the passengers. The sound of Beyonce's 'Naughty Girl' suddenly shat­ tered the quiet. The catchy dance tune awakened the sleepy heads and we were all looking around for the radio. A teenage girl giggled and pulled out her mobile phone from her school bag. Forget ringtones that ring, now we have ringtones that sing.

Innovation is fun!

There are 11 million Malaysians who use a mobile phone daily. That translates to 2 mobile owners in every household. Technology has enabled your mobile to be more than just a phone.

It has become a PDA, storybook, chatroom, game

centre, info centre, tv even internet, all rolled into one. Next to your wallet, your mobile hardly leaves your side. Some people even bring their mobiles to bed. It has become indispensable, practically an extension of the arm. What better way is there to reach the masses than through their mobiles?

A variety of consumers for any range of prod­ ucts, literally at your fingertips.

With the flexibility of content creation and design, MNC Wireless has a wide variety of down­ loads ranging from games, drama series to discount coupons. They are all addictive! I have seen a group of students huddled around a table giggling. No, it is not a new form of intimacy, they were comparing game scores, sharing photographs and exchanging ring tones. This is an amazing tool for CRM.

"More and more organisations recognise the need to implement mobile Customer Relationship Management(CRM) within their businesses to increase their value proposition and ease customer contact. Mobile CRM adds an interesting mix to the conventional CRM tools as it is very targeted, accurate and fast in gathering valuable informa­ tion for today's competitive business environ­ ment." says Jasmine Lee, CEO of MNC. The popularity of reality tv has of course popu­ larised sms voting. It is so much more convenient than phoning in a hotline that is constant­ ly engaged. And who could resist participating in sms games to win wonderful prizes. It is all so easy to do. Due to the demand for mobile interactiv­ ity, MNC Wireless is constantly creating excit­ ing content to keep the masses' exhilaration.

However, advertising or branding on mobile is underutilised. It is not limited to only sms games and voting. Everybody loves funny ads, they are forwarded everywhere on e-mail. This can be done through downloads and blue tooth on mobile. Posters, promotions or information can all be flashed on a mobile. The possibilities are endless. So why aren't we exploring it further?

The trend constantly surrounds us. The best source is your kids, excitable college students or even the young Accounts Executive at your office.

DMM AWARDS 2004

For more details or to reserve tables, go to www.dmampanic.com.my or call Sandra Lee at 03-7781 2555 ext. 613

Did you keep your campaign results in a safe place?

You don't have much time,

m 3D0IMARKETINGCOMMUNICATIONS

Please remember to proceed in an orderly manner.

Ad space donated by Adoi

Scaling new heights with 400,000 additional new listeners.

ft

re d ID 4* 9

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

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

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

Keyword Search

Photography

Illustration

Fine Art

Motion

Rights Clearances

Assignment

corbis

NewsBriefs Asia

DO YOUR HOMEWORK! •BY MONICA WONG

•

R3 TO WORK WITH MCDONALD'S SOUTH EAST ASIA Agency performance consultants R3 Asia Pacific have been retained to work with McDonald's South East Asia and their roster agencies for 2005. R3 will work with McDon­ ald's regional creative agency, Leo Burnett in Singapore, Malaysia and Thailand, Starcom Philippines and Initiative Indonesia.

• MCDONALD'S LOSES TRADEMARK CASE McDonald's Corp failed in a suit to stop Sin­ gapore's Future Enterprises from distributing products named 'MacNoodles', MacTea' and 'MacChocolate'. The court did not find the three trademarks deceptively similar to McDonald's 'Mac' or 'Mc' prefixes. Just last month, McDonald's Corp won a 16 year legal battle in Phillipines to stop local L.C. Big Mak Burger Inc. from marketing a burger with a similar name to McDonald's Big Mac. • NIKE FOR WOMEN A new regional campaign targeting women with a tagline 'Fuel you aura' is Nike's latest mar­ keting foray. The campaign includes print, bus shelter, online and retail, and a PR campaign.

Wieden & Kennedy Tokyo is driving the creative, and AKQA handling the digital platform.

• PRESENCE AT ABME Grey Global Group Asia Pacific emerged as the most highly awarded agency network at the 2004 Asian Brand Marketing Effectiveness (ABME) Awards. Out of 41 finalists Grey took seven awards including 3 Golds for: 'Best Long Term Marketing Campaign', 'Best Market­ ing Campaign for Regional Brand Development' and 'Most Effective Use of Sponsorship'.

Advise from the artdirection guru

"DETAILS, DETAILS AND MORE DETAILS!" advised Tay Guan Hin, ECD of Grey Global Group at the Art Direction Workshop. The 2 day workshop was attended by over 70 par­ ticipants from various agen­ cies. The participants were so immersed with the words of the Art Direction guru that even 'buka puasa' was almost forgotten.

"It is important to know your clients' needs and branding direction in depth." says Guan Hin. True indeed! When research is thorough and homework done correctly, we can move in the same direction as the client. Inspiration that is in sync with the client's vision can be found with

On page 26, News brief Malaysia, ADOI October issue, we have wrongly stated that McCann/Universal Communication Sdn Bhd taking on a new identi­ ty as Momentum MWG Sdn Bhd. This error is deeply regretted as it should be Result : McCann/Universal Communication Sdn Bhd and not McCann/Universal Communication Sdn Bhd which has taken on the new identity as Momentum.

M aDOIMARKETINGCOMMUNICATIONS

understanding. So, do your homework!

It is imperative to be a perfectionist. Any flaw in an oversight can make the ad look fake, even with the naked eye. The work­ shop had brought insight to many. Artwork from partici­ pants were brought in as dis­ cussion topics. Constructive criticism not only made by Guan Hin alone; honest com­ ments from other participants were encouraged. From these discussions, ways to improvise and improve were found.

Many participants ended the workshop with renewed inspira­ tion. Maybe, we will be surprised with more fresh and creative ideas in the award shows next year!

A chic experience BMW 1 series, brings thrilling dynamic performance to the streets.

• MTV AWARDS TO THAILAND MTV Networks Asia is shifting it's annual music awards ceremony from Singapore to Thailand for next year, early February. MTV, which has held the show in Singapore for the past three years, is understood to be after more regional exposure.

• BELL / KNOCK KNOCK AD Carlsberg has kicked off its new TV ad "Bell / Knock Knock" - which carries the commercial tag 'In a Carlsberg world, there is no such thing as a quiet beer'. This "TVC campaign marks the launch of Carlsberg's S$4 million ad drive in Singapore.

Future award winning art directors in process

The new BMW ISeries

INSTANTANEOUS power, agile handling smooth gear change, few cars combine such high octane sporting experience. Cartrade, the official importer of BMW cars, launched BMW's first compact 1 Series recently. The latest addition to the BMW family represents an entry-level model that is more affordable while maintaining its intrinsic values on the design and performance fronts. "The 1-series is an introduction to anyone who desires to live and experience the BMW lifestyle," says Dato' llyas Mohamad, CEO Cartrade. "This is an opportunity for the aspirers to achieve their dream by making the leap from being a BMW fan to a BMW owner."

Living up to its promise of the ultimate driving experience, the BMW 1 Series blends sporty driv­ ing with versatility. Powered by a high- technology VALVETRONIC, 110 kW 2.0-litre 4 cylinder engine and incorporated with VANOS variable camshaft control, it reaches an impressive 150bhp.

The BMW 1 series is unique in offering rear wheel drive and uses a choice of 6 speed manual or automatic gearboxes with Steptronic function for manual gear shifting. With a light and airy fiveseater cabin, economically ideal driving position, and up to 1,150-litres of loading space, the 1 Series blends power with comfort, a rare combi­ nation in most mean machines.

The 120i features 100% driving dynamism, a full complement of advanced safety technology, comfort and luxury equipment all wrapped in a stylish package. Designed around drivers for drivers, the exciting BMW 1 Series will draw a new generation of customers to the BMW brand as well as ideally meeting the requirements of existing BMW owners seeking an additional, if more compact, uncompromised means to get around town.

TableT Ik

3^^

Make your Brand the topic of conversation.

FI canggihll

ChuppHI Satu lagil

I CO

ÂŁ

>

p.

c

CD

a

I think I look cool on this bike lah

cn

P

You've seen it at mamak restaurants,coffee shops,colleges & universities, hypermarket food courts, cafes & delis. It's time to make your brand the topic of conversation amongst your target group. Consumers are no longer standing still. Capture them where they spend most of their time with TableTalk,the only medium with a unique prolong duration of exposure.

Tableview (M) Sdn Bhd (527844-M) Unit A503 & A505, Kelana Square, 17Jalan SS7/26, 47301 Petaling Jaya, Selangor Darul Ehsan, Tel: 603,7491.8166 Fax: 603.7491.88122 E'tnail; great2B@tableview.com.my URL: www.tableview.com.my

Tableview

CTQ

Coffee&TV

NewsBriefs World • CANNES 2005 JURY PRESIDENT TBWA's Worldwide Creative Director John Hunt has been named jury president for the film and press and outdoor juries at the 2005 Cannes.

• WINNING EDGE WPP Group's Mediaedge:cia with the estimated $125 million media account for Toys "R" Us and USD$480 million for Paramount Pictures.

• THE MELTING POT Nestle splits its $1.6 billion global media planning and buying account between Publicis' ZenithOptmedia and WPP's Group M units, dropping Uni­ versal McCann. With the exception of Japan where media stays with Dentsu.

• ICOM NEW PRESIDENT ICOM one of the world's largest independent advertising agency networks, has named Frank Weyforth as it's new president. He will lead the $2+ billion network until new officers are installed at Icom's next annual worldwide management meet.

• GOLDEN EGG FROM GREY Grey Global Group pays its Chairman / CEO as much as $87 million cash as WPP Group buys Grey.

And he also gets to keep his job. The cash pay­ ments don't include Mr. Meyer's Grey stock and stock options, worth about $351 million!

• NEW RECORD ON AD SPEND US presidential candidates, parties and interest groups surpassed the US$500 million on tv ads, beating the old record. President Bush and Sen. John Kerry blazed across the airwaves in 14states!

•

KEVIN DUNDAS ADVANCES WORLDWIDE Saatchi & Saatchi's Kevin Dundas has been pro­ moted to worldwide strategy director, where he will be charged with redefining the role of plan­ ning at the agency.

• WARHOL ONLINE Corbis has formed an exclusive partnership with the Andy Warhol Foundation for the Visual Arts , making Corbis the exclusive licensor of digital Warhol artwork on a global basis.

• SAATCHI MOVES Saatchi & Saatchi's Kevin Dundas is promoted to Worldwide Strategy Director and Lee Daley was named as the new Chairman and CEO of Saatchi & Saatchi UK Group.

• O&M IS SUMMING Slim-Fast has named Ogilvy & Mather for the brand's global consumer advertising business. The new US campaign breaks inJanuary. Ogilvy will also handle public relations efforts in the US for the estimated $90million account.

M aDOIMARKETINGCOMMUNICATIONS

•M CHANNEL SURFERS

-THE NEW BREED •BY MONICA WONG HEAVY rain splattering at his window, feeling the lethargy of a long day, he intends to savour the comfort of home. Scourged the cabinet for his favourite Dorito extra cheesy chips and a can of ice cold beer, he relaxes on his couch to his new found love: channel surfing.

It's a tantalising fantasy of how delightful end­ less channel surfing can be, as envisioned in many comic strips. But while it may sound far fetched, we are not that far off. With MiTV launching in December, this may soon be a reality.

During the dot com era where IP (internet pro­ tocol) was all anybody could talk about, Datuk Rosman, Rahmat Yahya and their research team remained studiously silent. These five people how­ ever, diligently researched IP believing there is more to this than the limited tasks it was credited for. MiTV could have started a new channel when given a TV license years back. But they held on, believing there must be more than this even if it can't be found in the world, it can be created.

After years of devastating research of networks and fine tuning glitches, the brilliant team emerged with the breakthrough, IP-STB (Internet Protocol enabled Set Top Box). This is a first in the world! It combines DVB (Digital Video Broadcast) and IP enabling immediate and efficient delivery of IP services over digital terrestrial broadcast. This translates to sending digital content not limited to e mails, sms, chats and movies to your tv with effi­ ciency and clarity. Plus full interactivity will be avail­ able at all time. "Come rain, shine, thunderstorm or mother-in-law you will still get your pictures to watch." said Rahmat Yahya, MiTV Vice PresidentCommercial. Just find the sweet spot for your

antenna and it is as good as apple pie. Indeed, Malaysia Boleh!

"So where's the beef? With thousands of chan­ nels available in the air from America, Bollywood, Hong Kong and many other countries, good con­ tent can be found. Not needing a billion dollar satellite that disintegrates in 8 to 12 years nor cables in the ground with their secret technology, cost is kept low."said Rahmat.

MiTV is indeed the perfect creation for channel surfers and couch potatoes, with packages of more than 50 channels viewed on multiple screens, you won't have to fight for the remote with your kid anymore. The sheer abundance of choice is a joy on its own. Imagine this, a buffet of movie, news, Chinese, Hindi, Malay channels and much more. Practically a tv orgy! MiTV's living up its tagline, 'Change your view.' The price for choice will not be an arm and a leg, but simply an afford­ able flat fee ranging less than a ringgit or two per channel per month. You won't have to buy DVD to watch foreign movies anymore, it will be available on your tv.

How does it work? All you need to do to bring the box back, set up the antenna and reload with tokens to start it off. Yes, this is a pre-paid TV, another first in Malaysia. With available credit, vot­ ing, shopping on line, auctions and other possibili­ ties are made possible. To reload, tokens can be purchased at all 7-11.

MiTV is a computer, play station and tv rolled into one. With interactivity in tv or advertising, we may even be able to get pizza delivery while watching tv through our tv. Indeed a couch pota­ to's dream come true.

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

Don't you just hate queue jumpers?

Don't you just love being one?

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

Right past stress and worry, hassle and hurry.

Oh, and one very annoyed guy lugging a large duty-free bag.

The Premier Lane. Exclusively for First and Business Class passengers as well as Enrich Platinum Card members in Heathrow, London and the KL International Airport.

For reservations and flight schedules, please call Malaysia Airlines at 1 300 88 3000, your travel agent or log on to www.malaysiaairlinesxom

Going beyond expectations

TOP 10 LIST BY RATE FOR COMPANY, DATE : 01-31 OCT 2004 Company Name

Brand : Pantene • Title : Pro health • Duration : 30sec & 15sec • Client: Procter & Gamble • Agency :Grey Worldwide (Malaysia) • Creative Director : Jeff Orr • Art Director : Kanny Chan • Copy­ writer : Tony Sarmiento • Account Management : Vijendran Sivam, Uma Somasundaram, Yashaswini Samat* Language : Eng­ lish, BM, Mandarin • Summary : 90% of Hair is made of Amino's, everyday activities (Blow drying, Combing, Swimming, Sun, ect) makes you lose Amino's thus making hair weak. New Pantene Pro - V with Amino Pro-V Complex, replenishes lost aminos making your hair 10 x stronger. Strategy : 2 copy direction for this project

Total RMS'OOO

8TV AXN RMS'OOO RMS'OOO

Ch 9 CNN RMS'OOO RMS'OOO

DISC RMS'OOO

0

2,934

14

2,059

1,891

5,795

3,286

437

596

899

3,718

3,578

75

251

0

1,031

0

1,326

0

780

5,715

1,458

0

0

0

99

2,376

2,830

0

0

0

138

Government Malaysia

11,273

1,051

1,291

47

1,830

43

81

53

1,378 '

150

300

54

23

1,270

1,393

1,959

351

HBO

10,990

0

1,234

0

1,825

783

2,360

1,658

0

0

0

1,236

1,715

0

0

0

180

Procters Gamble

8,761

1,123

14

0

0

8

0

0

2,293

154

105

0

0

0

1,554

3,059"

450

Maxis

7,095

442

102

54

363

0

37

248

818

111

0

101

0

88

737

3,106

888

65

2,809

0

0

0

299

4

331

983

1,028

Unilever

6,989

1,079

309

58

0

25

0

Celcom

6,886

0

661

0

330

190

2,159

325

395

137

216

1,266

438

6

13

549

202

MEASAT Publication

6,346

0

493

0

657

507

829

634

0

0

372

170

665

0

0

0

2,019

Nestle

6,003

362

128

117

0

75

27

188

1,608

97

117

0

279

1

221

2,210

573

Total :

105,630

4,059

8,491

290

7,844

9,237

12,746

6,457

9,738

1,245

2,108

8,921

9,825

1,444

4,500

11,866

6,860

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

7,711

0

842

them a very desirable hair benefit of strength. Its message explains how daily activities makes hair lose aminos thus losing hair strength, and Pantene with new Amino Pro-V Complex replenish­

Animal Planet

6,501

0

457

Total RMS RMS'OOO

AXN 8TV RMS'OOO RMS'OOO

470

2,942

0

270

2,730

WLT TV2 TV3 RMS'OOO RMS'OOO RMS'OOO

TV1 SWR RMS'OOO RMS'OOO

SPRT RMS'OOO

NTV7 RMS'OOO

711

0

0

0

54

1,166

1,449

0

0

0

711

0

0

0

45

905

1,336

0

0

0

48

0

0

0

84 820

78

0

654

0

1,097

607

1,355

1,003

0

0

0

294

ASTRO VMag Magazine

5,056

0

493

0

657

416

829

634

0

0

372

170

665

0

0

0

Cinemax

4,994

0

579

0

728

177

1,005

655

0

0

0

942

812

0

0

0

96

Channel [V]

4,891

0

629

0

248

380

1,220

865

0

0

0

135

1,229

0

0

0

186

HBO

4,402

0

478

0

584

192

792

702

0

0

0

605

934

0

0

0

116

Astro

4,401

0

480

0

0

260

1,422

543

232

164

0

563

561

31

146

0

0

Adonis-Astro WLT3,852 Miss Astro Chinese International Pageant 2004

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

3,852

3,565

0

358

0

330

185

1,091

325

0

87

216

780

194

0

0

0

0

0

5,280

Total :

51,369

0

4,969

0

4,384

7,888

9,134

4,727

232

251

687

5,559

8,081

31

146

TOP 10 LIST BY RM$ FOR MAIN CATEGORY, 01-31 OCT 2004 Main Category Name Total RMS RMS'OOO

AXN 8TV RMS'OOO RMS'OOO

Ch 9 CNN RMS'OOO RMS'OOO

DISC RMS'OOO

NGE0 ESPN RMS'OOO RMS'OOO

NTV7 RMS'OOO

RIA SMV RMS'OOO RMS'OOO

SPRT RMS'OOO

TV1 SWR RMS'OOO RMS'OOO

WLT TV2 TV3 RMS'OOO RMS'OOO RMS'OOO

Media, Publisher

83,465

438

7,488

1,988

6,818

9,829

17,545

6,711

4,128

602

1,234

10,020

11,147

42

256

1,344

3,876

Service

51,213

4,039

3,761

447

7,060

2,782

1,223

1,501

7,086

1,074

424

672

1,343

1,415

1,597

10,555

6,232

1,278

116

0

67

109

68

9,908

789

198

254

846

4

3,385

9,342

5,099

1,229

7,513

2,148

Toiletries

35,135

3,672

414

821

2,301

2,095

279

2,542

586

122

2,268

1,330

170

1,107

3,189

1,320

1,974

1,080

0

25

0

36

467

3,429

7,579

274

2,452

351

53

71

450

171

1,509

4,532

831

57

1,701

1,405

4,003

2,259

4,018

2,550

16

1,153

1,849

3,143

1,499

430

305

135

105

91

92

336

34,607

2,242

2,123

Automotive

23,232

389

House Supplies

16,021

274

Telecommunication

Food (F&B)

12,787

879

603

12

13

251

Household Equipment, Appliance (1)

10,338

174

362

0

550

50

1,184

1,596

2,328

111

0

994

111

89

41

706

2,041

332

0

0

706

285

0

0

118

0

204

1,788

4,318 2,670 36,115

Milk (F&B) Medical, Drug Total :

8,188

320

0

117

0

7,327

444

78

355

40

60

0

101

1,449

79

0

0

49

6

161

1,837

282,315

12,872

18,674

3,413

17,470

16,729

27,634

14,101

36,590

5,371

2,851

16,604

17,488

2,213

9,955

44,235

TOP 10 LIST BY RM$ FOR SUB CATEGORY, 01-31 OCT 2004

that are specially selected and used in every bottle.

Sub Category Name

Totel RMS RMS'OOO

AXN 8TV RMS'OOO RMS'OOO

CNN Ch 9 RMS'OOO RMS'OOO

DISC RMS'OOO

NGE0 ESPN RMS'OOO RMS'OOO

NTV7 RMS'OOO

SMV RIA RMS'OOO RMS'OOO

SPRT RMS'OOO

TV1 SWR RMS'OOO RMS'OOO

WLT TV2 TV3 RMS'OOO RMS'OOO RMS'OOO

Media, Publisher, Publication

83,465

438

7,488

1,988

6,818

9,829

17,545

6,711

4,128

602

1,234

10,020

11,147

42

256

1,344

3,876

Telecommunication Service Provider

28,029

1,257

1,755

57

1,469

1,395

3,556

2,230

2,554

378

821

2,033

2,063

232

1,135

5,711

1,384

Entertainment, Sport, Leisure

18,509

2,718

1,779

364

134

255

351

655

4,140

169

71

389

659

48

30

6,431

318

Government, Corporation, 13,922 Association, Utility

1,051

1,542

47

1,830

736

81

335

1,378

786

300

54

70

1,350"

1,452

2,469

441

Automobile Land Shampoos,

13,861

245

2,074

2

578

1,412

2,458

1,306

754

132

0

951

1,062

151

665

1,333

738

Hair Conditioner

12,141

1,477

247

58

0

8

0

0

4,501

108

78

0

240

4

1,276

2,987

1,158

0

0

0

0

1,952

88

27

0

181

0

852

2,894

458

1,702

405

122

735

267

$7

338

1,418

244

0

112

463

4,801

Face Care, Cleanser

7,992

1,538

0

2

Petroleum Company, Product

7,105

14

392

1

452

385

447

177

Laundry Detergent, Fabric Care

6,531

67

0

0

0

14

0

0

908

165

0

0

0

Photography

6,365

162

404

22

8

0

307

583

39

181

0

109

254

0

0

100

4,197

15,943

1,832

6,115

25,150

17,615

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

0

SMV RIA RMS'OOO RMS'OOO

NGE0 ESPN RMS'OOO RMS'OOO

5,997

Brand : Avanza • Title: Launch • Duration: 30 sees • Client:UMW Toyota • Agency : Saatchi & Saatchi • Creative Director : Edmund Choe / Henry Yap • Art Director: Im • Copywriter: Adam Miranda

Volvo S40. Stunning Simplicity

DISC RMS'OOO

HBO, Cinemax & Star Movies

Celcom In-Play

• Copywriter:Izwar Zakri • Language : English • Summary: New

CNN Ch 9 RMS'OOO RMS'OOO

903

es lost aminos and makes hair up to 10 x stronger.

Client: Volvo Cars (M) Sdn Bhd • Agency : Euro RSCG Partnership • Creative Director :Simon Beaumont • Art Director: Michael Yip

TV2 TV3 WLT RMS'OOO RMS'OOO RMS'OOO

SWR TV1 RMS'OOO RMS'OOO

26,565

Discovery Travel & Adventure

Brand : Volvo S40 • Title : S40 Launch • Duration : 30 seconds •

SPRT RMS'OOO

14,721

Product Name

Brand : V-Soy Original • Title:Thumb's Up • Duration : 20 seconds • Client: Green Spot (Thailand) Ltd • Agency : Interface Advertis­ ing Sdn Bhd • Creative Director :Lakshmi Mohan • Art Director : TingTai Meng • Copywriter:John Dorai • Language:English, B.M. & Mandarin • Summary : V-Soy Original Soya Milk is so good in taste and high in protein because of the choice of quality beans

SMV RIA RMS'OOO RMS'OOO

Discovery

Pantene's revolutionary new ingredients. Its message was "what hair is made of" and how Pantene's new RTB (Amino Pro -V Com­ plex) can help replenish hair's lost and strengthen hair. Equity copy, aimed to explain to consumers the role of Pantene in giving

/ Aminuddin Taib • Language: Bahasa Malaysia • Summary: New

NTV7 RMS'OOO

MEASAT

- Education & Equity. Educational copy, aimed to inform con­ sumers of the importance of aminos and hence the relevance of

Launch of Toyota Avanza.

NGE0 ESPN RMS'OOO RMS'OOO

197,919

8,967

15,680

2,541

11,287

14,035

24,745

11,997

22,056

3,014

2,652

14,290

fnynvva

Sharifah Salwa My Event

Fiona Jane Bara

Dang Suria My News Network

My News Network

Wan Kamarudin My Siasat • My News Network

In-depth reporting for news that matters to you

mynews network BE 100% INFORMED

Mandarin 5.00pm Mon - Fri • BM 8.00pm Mon - Fri • English 12.40am Mon,12.10am Tue - Fri

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

As individuals we are

different as the seasons, as a group

share a collective passion to achieve the extraordinary.

XMMALAYSIA

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

taryn@xm-msia.com