. September 2004
I lmpossi · is Noth Redefining Leadership in Brands
ISSN 1394-9314
IIIII 01111111
ENCE
Whether it be sponsoring a particular tv programme, creating a niche TV show or simply looking for special tv commercial spots, our team of brand-building experts can fulfill your needs. Call 03-255 1177 to find out more. think beyond
Editor's Note qualifies for the March show. Also increased exposure of Malaysian work across the region builds credibility among the judging community at large. If a piece of work wins at MC2 and also Kancils, it will be a worthy entry judges cannot afford to ignore. It is my wish that we rally together as an industry to see the Malaysian flag fly high in Pattaya next year. Stop the bitching, back-stabbing, petty politics and trivia tantrums; let's move towards the same dream together. There's never been a better time for us to shine, than now!
This is an exciting time for the Malaysian advertising indusby... WITH a Cannes Grand Prix and Gold medal in our bag, a healthy haul at the New York Festivals, Malaysian creativity shone once again at the recent Malaysian Creative Circle Awards. Now is the time for us to stage an all out attack at the Asia Pacific Advertising Festival (Ad Fest) in March next year. For years, countries like Japan, Singapore and India have been hogging the limelight on the regional ad scene. But this year is a completely different story. This year 'Malaysia Boleh' is po ised to rule . Now is the time to galvanise our creative aspirations for Malaysia. The creative leadership in our industry is now at its strongest: Edmund Choe, Edwin Leong, Ted Lim, SP Lee, Adrian Miller, Ronald Ng, Yasmin Ahmad, Hwa, Gavin Simpson, Steve Clay, just to name a few. Let's start our final push by going all out to support the coming Kancils; this will sharpen our swords for Pattaya. After all, work done in 2004
12 Dean Johns: GFY Situations 16 Roger Pe: Gold, Silver & Bronze for the Philippines 18 Kurt Crocker: Self Mailerbation 24 Ryan Barton: The Politics of Pitching DISTRIBUTION Five E-Comm Sdn Bhd
ADO! magazine is published every month by Sledgehammer ART DIREcnON/ DESIGN Communications (M) Sdn Bhd TMAii Basir 228, Jalan Tun Mohd. Fuad Satu, ali@ham.com.my Taman Tun Dr. Ismail, Amirul Hafiz @Faisal 60000 Kuala Lumpur, amirul@ham.com.my Malaysia. Tel: 603-7726 2588 ADVERTISING EXECUTIVE Fax: 603-7710 0522 Rameshvinder Singh ramesh@ham.com.my Mobile: 012 205 6217 OFRCAL PHOTOGRAPHER Jen Siow/Jen Studio
Last but not least, apologies are extended over the error when attributing the author's designation in the Letter to the Editor in our August issue. The letter was penned by Khairudin Rahim, Managing Director of Lowe. As for Draft Sdn Bhd, their Managing Director is Sean Sim. Sean is ON!
HIGHLIGHTS
REGIONAL PUBUSHER Harmandar Singh aka Ham ham@pop.jaring.my CONTRIBUTORS Dean Johns Kurt Crocker Ryan Barton Josh Sklar RogerPe Monica Wong
Respectfully,
INTERACTIVE 20 Josh Sklar: Bee the Marketing
SPECIALS 10 Star-studded cast in MC2 Awards Show 22 Behind the scene of Malaysian Idol 25 Who de hell is Lucideas? 30 Impossible is Nothing 32 The NST Compact: Why and How We Did It 36 MIM Ruling Sparks Uvely Debate 40 GBF: Redefining Leadership in Brands & Business
EXCLUSIVE INTERVIEWS 04 Edwin Leong: Making Heads Turn
PRINTER Hin Press & Trading Sdn Bhd
06 The Suits Fits
Member of
Š 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 responsibi lity 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
a001 MARKETINGCOMMUNICATIONS Iii
•av THE HAMMER
TheJWTteam
J WALTER THOMPSON made headlines - in fact, created history - when they took the Grand Prix award at the Cannes International Advertising Festival earlier this year with their 'Missile Car' ad for Channel 9. On the heels of that laudable success the same entry was judged Best of the Best at the MC2 Awards this month. Spearheading the JWT effort is Edwin Leong, who puts it all down to team work. From Grey to JWT to Cannes at breakneck speed. How has the ride been so far? There were ups and downs, but I'm fortunate to have enjoyed myself for the most of it. I've had the pleasure of working with some excellent people over the years. I could spice things up with cynicism, but that'd be so passe.
Being thrust into the leadership role at JWT after MD Chris Von Selle left to head JWT Manila, how did you manage to fill the captain's
shoes? I haven't even attempted to fill Chris' shoes. Elaine and Neal as MD and CSD support me in that respect. The new management structure at JWT is just a shift of emphasis that better reflects the nature of our business. We are about creativity first, the bottom line is a result, not a driver. It's a round table with myself as its conscience. What's your favourite ad of all time and why? Until next year, Argentina Airlines' 'Shadow' that got a Gold at Cannes. It really made me smile. The Royal Mail 'Interactive' postage stamps; Johnson Banks' D&AD Gold winner for design. It's not 'advertising', it works much harder than that.
I am told you have a master chart in your office that tracks creative accomplishments. Tell us more. Lots of people have charts in their offices. The biggest one in mine plots our creative progress. I chart my deliverables - fail or succeed, the numbers won't lie. It's not meant to intimidate or impress, just a reminder that we've tons to do.
What are your thoughts on Malaysia's young pool of creative people in advertising? We have some great new talent. I only hope they are resilient enough to go the distance. It's about steady progress and consistency ... there are too many premature poseurs and they end up cynical when the opportunities don't stretch. Stay
humble, we don't save lives.
_CoverStory
Where do you think advertising people can learn how to excel in what they do from outside of our industry? I have much faith in Malaysian talent, it's the way we do business that needs fixing. I think we've much to learn from the management consultants. They've leveraged their strategic strength to become the new saviours of marketing. They've blinded our clients with science when what's needed is a little creative magic. We're the real change agents. It's the creative solution we offer that adds perceived value that leads to organic growth. But what do we do? We compete among ourselves, succumb to procurement managers and undercut ourselves silly just to keep going. All this while McKinsey I Accenture I BCG etc perform half the task at twice the price. We need to take a serious look at ourselves. Our lack of dignity is showing. Sadly, in the bulk of our work.
Channel9's award-winning work
What inspires you creatively? The human condition. We're a joke waiting to be scripted. Tell us about your personal life and childhood. Childhood: My fondest memories are of my formative years in Singapore. I was sent there when I was 10 and left at 16 for boarding school & Uni in the UK. They were fun days; days of The Courtesy Campaign, the new Changi Airport and cheap cigarettes. Hung out at Orchard Road a lot. Bought vinyl from The Attic and trainers from Queensway. Thought Depeche Mode was cool. Personal life: My wife and I live for our 5-year-old son, Shen. He takes the edge off the most painful days with a single smile. It's magic. Who are your heroes in advertising and why? Tim Delaney - because of his consistent wit and uncompromising work ethic. He really doesn't give a rat's arse what anyone thinks. Who are your heroes outside advertising and why? Zaha Hadid (feisty Iraqi architect, Deconstructivist genius) - took many years to get
Marna: Celcom Bronze winner at MC2
MindShare: Malaysia's only TVC finalist at Cannes 2004
there and never gave up on man's ability to appreciate her worth. Jesus Christ - ditto.
details ... Our other show should take heed and do likewise if it is to stay relevant. I know that changes are already in place; it needs continuity (the spirit of it, not the fact that it is held every year) ... that's the biggest hurdle.
What is your view of the MC2 Awards? I started out a sceptic - hell, I cut my teeth in the Kancils and organised last year 's as Chairman - but to risk offending the powers that be, here's my honest opinion; MC2 is just what we needed. The Kancils was the only local show for a long time. Complacency set in; promises were made and ideas introduced, without any real follow through. MC2 has delivered on many of them. It's well promoted, has a stellar selection of judges (so far), provides an annual for posterity and offers training and scholarships to winners. If it could just fix the
What can you tell your industry colleagues on how they can make a difference to Malaysia's creative reputation? As a whole our ad community spends too much time talking about what's wrong, dismissing the efforts of others and judging with mal ice ; disheartening for a profession that feeds off encouragement and teamwork. Be critical , but be nice. At worst, Malaysia gets better. At best, so will you.
aDOIMARKETINGCOMMUNICATIONS Ill
_YoungSuit
The Walters Band (L-R) Jon, Ken, Sen Kiat & Piwo - winners at Ad star Search
hendu Mukherjee (Strategic Planning Director), Neal Estavillo (CSD), Patrick Yap (AD) and Ong Sue Lynn (SAE), but everyone has a common goal: to do the best work possible. And nothing gets in the way of achieving that.
Young Suit Angeline Tung gets down to business
The Suit Fits POWER SUITS 2004 award winner of Young Suit of The Year, JWT Angeline Tung shows her mettle in this snappy chat... How do you feel about winning the Young Suit of the Year 2004 award in such a competitive industry? Obviously, I am very grateful that I was one of the chosen few to represent JWT KL. I am glad to share with the rest of the industry what we are really like. Lean and mean. And personally, winning the award is a good boost of confidence. It has assured me that I'm on the right track. What would you attribute your achievements to? The working environment is extremely important as I believe that you're only as good as the people around you. At JWT KL, we are constantly pushed and challenged to better ourselves thus we are always given opportunities to take on that little bit more. We are by no means left to our own devices but guided throughout the whole process. This is extremely crucial as not only do I learn from my mistakes, but also a little pat on the back is given when I am right. For my position, it is really good for my growth as I get a head start in cultivating strategic thinking across all areas. I recently attended a regional training programme where the participants across all designations needed to work together. Some found it
til aDOIMARKETINGCOMMUNICATIONS
Management team
difficult but it felt like a normal working day in the office as in JWT KL - it didn't matter if you were an AE or an AD because there is no ego or hierarchy when it comes to the work. Everyone is encouraged to have an opinion and voice it. If it is wrong, the reasons for it will be explained. If it is right, the group then takes it as inspiration and tries to improve on it. This can be difficult when you consider that the people in the brainstorming sessions are Edwin Leong (ECD), Andy Soong (CD), Hasnah Samidin (ACD), Sub-
What are the biggest problems you have encountered in your job? The telecommunications industry is very competitive so we are expected to monitor every movement within the category because what's new today may be old tomorrow. Thus, it also means innovating and looking for new ways to getting things done within very tight timelines. I now finally understand why my superiors place so much emphasis on processes in the beginning. It's because by understanding the basic processes only then can we challenge the status quo. But of course, it must be done smartly, and it requires prioritizing and planning from the start. Also, given the requirements of my day to day work, it is our duty to balance thematic and tactical work. We must never lose sight of the bigger picture, which is the importance of brand building. Ultimately, strong brand equity helps build the resistance towards competitor's activities, such as price wars. It is to finely balance short term sales and long term brand building requirements. What in your opinion defines a good, effective account management professional? In my opinion, it's got to be a pro-active attitude. It's not just performing within your scope of work but the desire to contribute as much as you can. Then not only do we grow as individuals but also as an agency. Of course, the ability to think, organize thoughts, work with people from all walks of life and being meticulous about details all help. Winning this award clearly positions you for better prospects. Where do you see your career heading? For now, I am really happy where I am. There's still a lot for me to learn and JWT KL has all of that to offer; from the clients to the environment and people, what else can I ask for.
Main Sponsor:
Partners:
Broadcast Partner:
#fmala«sil ~ Make-up Partner:
Official Media Partners:
REVLON
~ l wnv
-
_....._...
=~d
1111
Cle;an & Oear, with confidence.
Official Hotel:
.~ • • . "
KOLI~AY
u
VI L LA
~-.
FREMANTLEMEDIA
4
"Malaysian Idol ' is a trademark of FremantleMedia Worldwide Limited and 19 Television Ltd. Based on the programme 'Malaysian Idol". Co-produced by 8TV and Fremantle Productions Asia Ltd. Licensed by FremantleMedia Licensing Worldwide. www.fremantlemedia.com
The New York Design, Outdoor and Print Advertising 2004 Winners List - MALAYSIA
UPCOMING EVENTS September 30: New York Fests deadline extension for following international awards competitions: • 2005 1V Programming & Promotion • 2005 Film & Video • 2005 1V Cinema & Radio Advertising • 2005 AME Awards Details at www.newyorkfestivals.com
October 1:
COMPANY
ENTRY TITLE
CATEGORY
Bates Bates Bates Bozell Wo~dwide
Speeding Ticket Run Pa rDoll Goosebumps
Bozell Wo~dwide
Shoe
Bozell Wo~dwide
D-Lo/Madam Ong/Ah Foong
OctoberS:
Dentsu Young & Rubicam Dentsu Young & Rubicam Dentsu Young & Rubicam
Bumper Worse Things Boobs
ADOI Advertising Awards (AAA) Indonesia Gala Night. For details, email taniking@rocketmail.com
Dentsu Young & Rubicam
Comers
Dentsu Young & Rubicam
Scoreboard
Dentsu Young & Rubicam
Stockings
OgilvyOne Wo~dwide
Missing Bottle
OgilvyOne Wo~dwide
Virtual Nokia 3300
OgilvyOne Wo~dwide
Shattered/Fists/Figures
OgilvyOne Wo~dwide
Rsts
OgilvyQne Wo~dwide
Shattered
OgilvyOne Wo~dwide
Shattered/Fists/Figures
BEVERAGES: NON-ALCOHOLIC BEST ART DIRECTION DIRECT MAIL: OTHER HOUSEHOLD APPLIANCES/FURNISHINGS PROMOTIONS MARKETING: CONSUMER PROMOTION PROMOTIONS MARKETING: SPECIAL EVENTS FOODS BEST COPYWRITING OUTDOOMRANSIT!POSTERS: APPAREL OUTDOOR/TRANSIT/POSTERS: AUTOMOTIVE OUTDOOR/TRANSIT/POSTERS: CORPORATE IMAGE/RECRUITMENT OUTDOOR/TRANSIT/POSTERS: COSMETICS/TOILETRIES DIRECT MAIL: CONSUMER PRODUCTS/SERVICES WEB SITE: BRAND BUILDING/PROMOTION GRAND AWARD: PUBLIC SERVICE ADVERTISING OUTDOOR/TRANSIT/POSTERS: CIVIC/SOCIAL EDUCATION OUTDOOR/TRANSIT/POSTERS: CIVIC/SOCIAL EDUCATION OUTDOOR/TRANSIT/POSTERS: CIVIC/SOCIAL EDUCATION
Kancil Awards 2004 For details, call Matthew at 03 7660 8535.
adoi free cl assified Account Manager, with 3 years agency experience in the same position and ready to take on new challenges. Account Executive, with 2 years agency experience. Call Vivian at 7803 5622 Amway is looking for a Web Design Executive and AV Coordinator. Both positions require relevant technical background and at least 2 years experience in their respective fields. Please send your resumes to geetha_govindan@amway.com or call 03-7964 5333 for more information PROXIMITY, a world beating relationship marketing agency has opened its doors for business in Malaysia. By combining best in class skills across marketing disciplines to create communications that change behaviour, Proximity is the most awarded relationship marketing agency in the world. Proximity offers multi-discipline expertise in Sales Promotion, Direct Marketing, Interactive Marketing and Reid Marketing. Proximity works with clients to extend their brands beyond conventional and familiar advertising channels, and on specific targeted direct and relationship marketing projects. Part of the BBOO VVor1dwide global agency network, Proximity has rapidly gained presence in Asia In just one year six Proximity offices opened with over 100 staff in Hong Kong, India, Korea, Japan, Singapore and now in Malaysia "The speed at which Proximity has grown is not surprising because Proximity offers a unique marriage of communication skills which maximise the customer's experience whenever they come into contact with the brand. This is a powerful proposition in an era when brands are having to fight in an increasingly crowded marketplace to attract the attention of an increasingly discerning customer," said Raymond So, Chairman of BBOO Psia Pacific. All 41 Proximity agencies worldwide have a set of proprietary tools at their disposal which amongst others aid in the building of segmentation strategies, measure the effectiveness of direct response media, conduct online surveys and build emotional loyalty to brands. The Proximity network has a wealth of experience working with different industries and clients tackling various opportunities in all continents. Inter-
!II a001 MARKETINGCOMMUNICATIONS
AWARD Rnalist Certificate Rnalist Certificate Rnalist Certificate Finalist Certificate Rnalist Certificate Gold Wo~d Medal Finalist Certificate Bronze Wo~d Medal Rnalist Certificate Rnalist Certificate Rnalist Certificate
Bronze Wo~d Medal Rnalist Certificate Rnalist Certificate Grand Award Rnalist Certificate Rnalist Certificate Gold Wo~d Medal
Award winning agency
Proximity opens
its doors in Malaysia
(L-R) Raymond So, Chairman of BBDO Asia Pacific. Jennifer Chan, CEO of both Proximity Malaysia and BBDO Malaysia and Mat Mildenhall, COO of Proximity Worldwide
national account management teams are embedded across the network and the powerful Proximity intranet is a treasure trove of useful case studies, surveys and in - depth market analyses which agencies around the world use on a daily basis. Proximity's committed and passionate marketers help clients build on brand awareness with a focus on developing customer loyalty whilst acquiring, growing and winning back customers. Equally important, Proximity helps clients understand who their best customers are so they spend their time and money addressing the right people to begin with. "Customer relationship marketing is at the
growth stage in Malaysia with tremendous potential waiting to be tapped. We are really excited by the synergy and compliment of skills between BBOO and Proximity in Malaysia which offers the client truly integrated campaigns. Our combined global network means acoess to world-class resources, information and most important of all people who are · experts in the field," said Jennifer Chan, CEO of both Proximity Malaysia and BBOO Malaysia She added, "An attractive feature of CRM is that it allows clients the opportunity to glean a retum on that investment. They can track the effectiveness of below the line advertising via a number of means, such as actual responses and conversion to sales for example. Given features like these, it's not surprising that CRM is fast gaining ground both regionally and here in Malaysia." The Proximity success story has been built in four short years. Its network of 41 agencies worldwide has seen income steadily grow 25% each year since 2001. With clients like Pepsi and Shell on a multinational basis, the combination of Multi Channel understanding and expertise, strong regional network support and servicing and award winning creativity makes Proximity a force to be reckoned.
The Mind Thinks In Pictures.
YIPs Dato' Shazali, Tan Sri Dato' Um Kok Wing & Dato' Farid
Agency of the Year: Leo Burnett bagged the biggest medal haul of 23 awards
MC2 Hall of Fame winners, Edwin Leong and Edmund Choel
•av THE HAMMER MC2 2004 -AGENCY CREATIVE RANKINGS AGENCY
BEST OF THE BEST
GOLD
SILVER
BRONZE
TOTAL POINTS
Leo Burnett
1
6
7
22
McCann-Erickson
3
3
J. Walter Thompson
1
1
15
1
4
Naga DDB
2
7
11
Y&R
2
6
10
Ogilvy & Mather
2
4
8
Saatchi & Saatchi
1
5
7
Lowe & Partners
1
FCB Publicis Arachnid
1
1
1
6
2
2
6
1
4
1
Interface
1
OgilvyOne Trinity
14
6
5 2
4
2
2
1
2
Bates
1
1
LUCT
1
1
Euro RSCG
1
1
47
121
GRAND TOTAL
Best of the Best : 5 points Young Guns Winner : LUG IDEAS
1
7
Gold : 3 points
24
Silver : 2 points
1m a001 MARKETINGCOMMUNICATIONS
Bronze : 1 point
THIS has been a phenomenal year for creativity in Malaysian advertising. For the first time in the 51-year history of the Cannes International Advertising Festival , Malaysia's J Walter Thompson walked away with our country's first Grand Prix Award from the event. Not to be outdone, Malaysia's Kien Eng from OgilvyOne picked up the network's only Gold medal across Asia. This soon sp in-bowled into a streak of accomplishments for Malaysian agencies across other global competitions, including The New York Festivals! Friday 3rd September witnessed another spectacular showing by leading ad agencies at the Malaysian Creative Circle Awards (MC2) 2004 . This year 's jury was helmed by David Droga, Global Creative Director for the Publicis Group, and also featured Piyush Pandey this year's Cannes Jury President, amongst its starstudded cast. A complimentary 250-page awards book was also given to all attendees. At a glittering event opened by Honorary Chairman Tan Sri Data Lim Kok Wing, winners paraded though a night of celebration and ceremony. The agency with the biggest medal haul for the night was Leo Burnett with 23 awards, and also won the Agency of the Year Award. The best tv commercial went to Lowe & Partners for
McCann-Erickson ••• what a turnaround to 2nd position!
Khairudin (Lowe & Partners) with Advertiser of the year, lndadi Utama (M) Sdn Bhd
their client lndadi Utama (M) Sdn Bhd for product Kopi Cap Kapal Api titled 'Fight'. lndadi Utama was also awarded Advertiser of the Year! The Best of Best Award went to JWT's ambient media work titled 'Missile Car' for client Channel-9. MC2 Hall of Fame winners this year were Edmund Choe, Executive Creative Director of Saatchi & Saatchi who also had the distinct honour of being the first Malaysian judge at the Design & Art Direction (D&AD) Awards in the United Kingdom, the most prestigious ad show in the world and Edwin Leong, Deputy Chairman and Executive Creative Director of J Wal-
ter Thompson who scooped Malaysia's firstever Cannes Grand Prix! Apart from featuring Direct Marketing as a new category this year, the Young Guns category also underwent a major revamp. Following a Cannes-style approach, 10 young writer-art director teams from leading agencies across the industry were given 24 hours to tackle the brief: to come up with an anti-corruption print campaign. Young Guns Chairman TBWA's Executive Creative Director Chris Howden read out the brief on the stroke of 12 noon on July 24 sparking the scramble to beat the clock amongst the eager and hungry ensemble. Held in an undisclosed location, housed above three 24-hour restaurants, the teams immediately ploughed into their task. The eventual winner was a team from ad agency LUCIDEAS! Malaysian Creative Circle Awards is a nonprofit initiative that honours creative excellence across all sectors of the Malaysian advertising community. All proceeds from the awards event are ploughed back into fast-track industry-based professional development programmes. Last year's event enabled the training of 55 industry professionals and this year, 86 scholarships were handed out.
Rqlly strong coffee
Best TV commercial 'Fight' by Lowe & Partner for dient
lndadi Utama (M) Sdn Bhd
a001 MARKETINGCOMMUNICATIONS Ill
_Opinion
YOU know the feeling. The squinn in your gut, the prickling of your scalp or whatever it is that portends a painful prospective client. But for the sake of the finn or good fonn, you deny the alann signals your antennae are sending you, or try and suppress them with the usual pleasantries and platitudes. Despite all your forced optimism, however, you can't shake the feeling of dread that whatever is setting your teeth on edge about this client - arrogance, ignorance or just some inexplicable incompatibility - can't be denied forever. And sure enough, the whole charade eventually ends in what •av DEAN JOHNS I think of, thanks to a female suit I used to work with deanejohns@optushome.com.au in Asia, as a GFY situation. altogether. Uke the one I recall who claimed to want and was quickly and frigidly dismissed. But we The young woman I refer to was as constitusome help with branding and expanding his chain don't always get off so lightly. A colleague tionally intolerant of problem clients as I was. of ice-cream outlets. Fittingly enough, I suppose, recently referred an account to me, saying it But as her job depended on keeping them , she he kept me cooling seemed more my speed than his. I met two of the had to pacify and pander my heels for ages in three partners in the business in question, and foolto them for all she was his rather bleak recishly, despite some indefinable but definite misgivworth. She was very, very ... She was very, ings, submitted to a two-hour briefing and went eption area before good at this too, thanks to very good at this too, away to work on the project. Still feeling uneasy, emerging to bid me her outstanding personal thanks to her outstanding a chilly welcome . however, instead of completing what was quite a charms. But she was also personal charms. major job, I took the precaution of presenting my He then sat me in incapable of dispensing first conceptual thoughts. Thank goodness I did, one of two chairs But she was also incapable so much fakery without because the clients hated what I'd done, and I realwhose legs had eventually venting her of dispensing so much been so shortened ized there was no way that I could - or would true feelings. So after fakery without eventually venting as to de-prive unmeet whatever their expectations were. every call or meeting with her true feelings ... fortunate visitors So it ended badly, but at least mercifully early. an intractable, unreasonof any vestige of Of course I should have followed my instincts and able or outright impossiface, and interviewed me from his big, high never taken -on these people in the first place. As ble client, as soon as she was safely out of hearchair on the other side of the desk. As quickly long as most CEOs, MDs and COs are AOK to deal ing she'd scream "Go r*k yourself!". as politeness permitted, I froze the conversation by with, there's no point wasting time and trouble As satisfying as it can be to let off steam about quoting a ludicrously high fee for my lowly services on GFYs. GFY clients, however; I feel they're better avoided
situations
Flashy number for ad folks! Volvo has come out with a downright sexy sedan. The all-new Volvo S40 2.41, marked by its sleek design, dynamic road manners and flagship safety rating, will be in Malaysia soon.
... like a comet streaking down the road, a shape which immediately evokes emotion ... AN entirely new approach to interior design has been introduced, with the revolutionary centre console that's a world first. Made of aluminium, the fluid lines of the backless console gently curve at the bottom to meet the gearshift, creating a "floating" impression. On the practical side, the extra slim floating console adds more space to stash your handbag or keys at the back of the console. But more than functional, the console is truly a work of art - an in-car masterpiece. The Volvo S40 2.41's design, like a
II aDOI MARKETINGCOMMUNICATIONS
comet streaking down the road, is a shape which immediately evokes emotion. Its eager stance, as though the car is constantly surging ahead, creates a sensation of speed, even at a standstill, at the same time, creating generous space throughout the interior. Put simply, the all-new S40 2.4i loves to be tossed around. Independent suspension with a multilink system at the rear provides a superb combination of comfort and consistent response. The wider track and longer wheelbase
also contribute to the car's confident behaviour on the road. Front suspension geometry has been carefully calculated to provide quick and precise steering response, making for a sublime ride. And, despite its compact dimensions, the all-new Volvo S40 2.41 packs a finely-tuned, transverse five-cylinder in-line engine and 5speed auto transmission with Geartronic - if you like manual driving without the clutch. Topping off this exercise in driving pleasure is a swanky sound system. The impressive high performance audio system includes a 4 X 40W amplifier, and eight precision loudspeakers, ensuring depth and dimension for better enjoyment- all packaged with an in-dash 6-CD changer on the floating console . And while the S40 2.4i supermodel looks and athletic handling will have you longing for the catwalk or the racetrack, its industry-leading safety will allow you to do it all with the piece of mind that you 're still driving a Volvo - the safest car in the world. The S40 2.4i achieves the same high safety level as the executive saloon sao - a remarkable distinction for a car of its size. Under the shapely, rounded nose are three different "crumple" zones, ensuring unparalleled safety for those inside. The S40 2.4i also features super high-strength steel built into the frame where it's needed most, offering better frontal crash protection.
Malaysian Creative Circle Awards 2004
Only One Gold Film Award productKopi Kapal Api title'Fight' agencyLowe & Partners Sdn Bhd creative directorAdrian Miller copywriterBaldish Kaur art directorKevin Sim producerJennie Chen
Only One Silver Film Award productChannel 9 TV Station title'The Missing' agencyJ. Walter Thompson creative directorsEdwin Leong/Andy Soong copywritersEdwin Leong/Lisa Ng/Hasnah Mohd Samidin/Jackson Mah art directorsAndy Soong/Hans Lee producerSuffian Tan
Only One Film Director Simont Phang
PASSIONPICTURfS Only One Production Company
210, Jalan Ampang , 50450 Kuala Lumpur. T/ 603 2166 6448 F/ 603 2166 6468 Jl , Brawijaya No.10, 12160 Jakarta Selantan . T/ 6221 7280 1811 F/ 6221 7280 1810 info@passionpictures.com .my info@passionpictures.co.id
NYFestivals
...., .......... lor ... ,nee .! two tlols later. Spend a """'""" faolor al Echo Shangri-lo. Boalt lwo nigllls K1 a llolu>oo Room lor ody l'llp 4.650++ per night"' a Soperior Room lor ody l'llp 4.500++ per night and onjoy ot. tllild night FIEf. Dlno a1 any alcu -....., and enjoy a 10"X. cloco<.ri m April 4 -10. ,... got a 15% cloco<.ri on OIK faolor Sunday fair tlcbb. Naw, l"" -~"""".,hunt"" tho por1oc1 e-- ¡ F c t - cal1636.qc)82., 87"' .-..,_~.com.
-
............ r... .... 1- 30, 20CW ...... ~- .........
and....,._ "'-â&#x20AC;˘"'thoJO.o_...,....,.
Ooon<ght _
_,.._......,.. ................ w,;... .. .........,..
8
u.. Sloa.piLo
,...--.~OponOoloaol'""""*"""-"""'""""'*-"""'bo~,__,....,vM...-dooovo"""-""'
Silver World Medal for Shangrila "Eggs" print ad
Bronze World Medal for its "Stamp" print work for family and women's rights advocate Teodora
.BY ROGER PE THE Philippines may have been shut out of the was created by the same team of Mangada, medal race in Athens Olympics but it has someCampillo, Sator and Angie 1ijam (Copywriter). thing to celebrate this year. Three Philippine adverFor the second year in a row, DDB Philippines tising agencies provided this month's most scintilwon a New York Festivals Bronze World Medal for lating moment by capturing 4 its "Stamp" print work for famWorld World Medals in 'The ily and women's rights advoWorld's Best Work' stage cate Teodora. The agency's THE 2004 NEW YORK FESTIwinning piece was also the VALS International Print and Creative Guild's Diwa Ad of the Outdoor Design Advertising Month for August last year and Awards. was a Bronze winner in the TBWA-Santiago, MangaDiwa Ad of the Year competida and Puno, DDB Philippines tion in May. The winning ad and Jimenez-Basic mightily was created by Roger Pe Gold World Medal for the widely-praised raised the national flag aloft (Executive Creative Director I Adidas"Bandage" ad. among tens of thousands of Copywriter), Manny de Paz entries from around the world. (Art Director) and Noah Valdez ... Almost 20,000 (Visualizer). Agency of the Year "Best In Creative" top bet TBWAentries from more A Halloween ad "BroomSantiago, Mangada and Puno stick" made by the creative than 95 countries won the Philippines' only Gold team of Pe, Tom Gumba (Art around the world for its widely-praised Adidas Director) for Philippine Star competed in the "Bandage" ad. The same ad also was awarded a World New York Festivals, won critical-acclaim in Cannes Finalist Certificate. and for the first Jimenez-Basic's "Earchart" as finalist and at Asia Adfest in Pattaya, Thailand this year. for Avid Marketing won the time ever... The creative maverick agency Philippines' fourth Bronze also won a Silver World Medal for its Shangrila World Medal. The winning work was created by " Eggs" print ad and bagged two more Bronze Don Sevilla Ill (Executive Creative Director), World Medals for its "Ultrasound" website banner Noel San Juan (Copywriter) and Randy Tiempo (Art Director). The agency had earlier got into and Adidas' "Anti-Fake Series" Outdoor and Poster entries. the elite circle of Clio and Cannes finalists this year for its "Beauty Pageant" television ad for The Gold-winning work for "Bandage" was created by Melvin Mangada (Executive Creative Bench Response. TBWA-Santiago, Mangada and Puno had earDirector), Joey Campillo (Creative Director) and lier topped the New York Festivals' Philippines Evans Sator (Art Director). The Silver-winning ad
mJ a001 MARKETINGCOMMUNICATIONS
Finalists list with 9, DDB with 4, Jimenez with 2 and Leo Burnett, McCann-Erickson and AceSaatchi & Saatchi with one apiece. A total of 44 entries from the Philippines were received by the Festival organizers. Almost 20,000 entries from more than 95 countries around the world competed in the New York Festivals, and for the first time ever, more medals went to Germany (1 0), Spain (7) , Japan and Argentina (6) than the USA (5). Canada also won 5 Golds, followed by amazing India with 3, Brazil, Colombia, United Kingdom, France, Malaysia, South Africa with 2 each. Chile, Hongkong, Hungary, Italy, Korea, The Philippines, Portugal, Sweden and Switzerland garnered 1 each. Entries were evaluated by panels of judges the world's most creative and experienced advertising professionals which convened in New York City and in major advertising centres throughout the world. The comprehensive process determined the Finalists - the highest scoring of which went on to achieve Gold, Silver and Bronze World Medals in their respective categories. For almost 50 years, the New York Festivals has honored excellence in the advertising and communications media, touching the hearts and minds of readers, listeners and viewers around the world. Founded in 1957 as an international awards competition designed primarily to reward outstanding achievements in nonbroadcast media, the festival has since then achieved a global prestige and st atus rivaled only by Cannes, Clio, One Show and D&AD. All finalists and medalists will be featured in a glossy, coffee table book Annual 13 entitled "The World's Best Work".
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.
DRB-HICOM BERHAD (203430-Wl Level6, Wisma DRB-HICOM, No.2 Jalan Usahawan U1/8, Section U1, 40150 Shah Alam, Selangor Darul Ehsan. Tel: (603) 2052 8000 Fax: (603) 2052 8118 E-mail: info@drb-hicom.com www.drb-hicom.com
DirectTalk
Mailerbation â&#x20AC;˘av KURT CROCKER, CREATIVE DIRECTOR
DRAYTON BIRD, CROCKER & MANO (DBC&M) IMAGINE a surgeon, approached by a medical intern. The intern tells the surgeon, ''You know, if you believe in the power of the cosmos, brain surgery is ridiculous." Ok. So far you have no idea what I'm talking about. Let's put this in advertising terms. Imagine Yasmin Ahmad, approached by an advertising newbie. (Sorry Ali, I could have used your name instead, but you've never kissed me.) The intern tells Yasmin, "You know, the necessity of a Big Idea in advertising is total bullshit." Ok. You still have no idea what I'm talking about. Let's put this in Direct Marketing terms. Imagine an acknowledged Direct Marketing specialist, approached by an inexperienced marketing executive. The inexperienced marketing executive tells the Direct Marketing specialist, "You know, letters are completely unnecessary. I've found self mailers are much more successful." So what do the surgeon and Yasmin say to their brain-dead colleagues? May I suggest, "There's the door. Now run like the wind." What does a Direct Marketing specialist say to his upstart
counterpart? The truth , revealed as a polite, straightforward explanation. After all, most of the people who are just starting to take advantage of this highly measurable discipline don't know what the hell they're talking about. So patience is a required virtue. "Well, you may be confusing 'success' with 'cheaper'. Of course self-mailers are cheaper. They combine an outer envelope, a letter, a leaflet, a response devise, all in one single element. That's cheaper than printing four separate elements. But self-mailers almost always deliver lower results." In fact, self-mailers have consistently failed in tests against the solo packs (separate elements in an envelope, including the all-important letter). That's a fundamental block of Direct Marketing knowledge, widely known for decades. Long ago, I had a Creative Director so obsessed with the economies of self-mailers against solo mailers that he tested himself out of a job. Solos always beat his best efforts, and by "beat" I mean better ROI. (The exception is self-mailers for seminars.) But that's not really my point.
My point is this: No medical intern in his right mind would prefer the cosmos over brain surgery. Even the bravest and dumbest advertising newbie would not have even a remote inclination to deny, face-to-face to Yasmin, the importance of a Big Idea. What if, however, after the Specialist calmly explained a Direct Marketing fact-of-life, the amazed exec responded flatly, "I've haven't found that to be true." I will say that inexplicably stupid confrontations like this are, gratefully, extremely rare. Most who have begun to dabble in the area of Direct Marketing have enough common sense to listen to common sense. But there seem to be a number of young, inexperienced marketers who, because they have actually produced a couple of mailings, find the balls to confront seasoned Direct Marketers on non-subjective matters-of-fact. So I worry. I worry about this as a measure of the quality of newly anointed "Direct Marketing professionals" who somehow beam themselves up into positions of authority. I worry about a dearth of knowledge conflicting with an obsessive need to impress a boss. I worry about increasingly distracted supervisors, who, I would hope, know better, but can't find the time to whip their charges into something that resembles competency. I worry about marketing decision-makers who might end up believing in people who know nothing ... while questioning even the most basic advice offered by those who know better. Arrogance, especially without cause, has no place in life. No matter what job you have. Nor does timidity. But when you combine arrogance and ignorance, you merely end up playing with yourself.
Couple wins Fiat mini MPV in time for baby No. 5 WITH four children and another on the way, Nor Ashikin bt Ahmad and her husband received a timely surprise when they won a spacious Fiat Multipla 1.6 (M) Mini MPV worth RM115,000 as the grand prize in the 'Menang Menang F&N' contest organized by F&N Dairies (M) Sdn Bhd for its range of sweetened condensed milk. An elated Nor Ashikin, 41, said she and her husband were planning to buy a bigger car to accommodate their growing family when they amazingly won the Mini MPV.
F&N Dairies's general manager, Edward Uew who presented the prizes to the winners of the contest at TV3 Sri Pentas, said the contest which was held in conjunction with the recent Cabaran TariKing F&N 2004 competition, offered prizes worth almost RM150,000 and received more than 112,000 entries from all over the country. "The contest was an effort to reward loyal consumers of the F&N brand and Nor Ashikin and her husband are indeed deserving winners," added Edward.
NAME CARD OF THE MONTH
1m a001 MARKETINGCOMMUNICATIONS
_InterActive
BEE THE
MARKETING â&#x20AC;˘av JOSH SKLAR
josh@logicworks.us SOMETIMES online viral marketing campaigns are successful: Galaxy Quest, The Blair Witch Project, Burger King's subservientchicken.com. Sometimes they aren't: Spielberg's AI. There is a very fine line between seeming cool, mysterious and interesting and coming across as hackneyed, confusing and lame. I think the jury is still out on whether the latest Internet marketing sensation has crossed that line, but it has certainly been effective in classic terms. Bungie (www.bungie.com) has created an alternate reality game (ARG) to hype the sequel to its successful, high-name recognition console and pc video game called Halo. At the end of the trailer for Halo 2 (shown in movie theatres and on web sites that review video games), flickering for just an instant, the ur1 under the Xbox logo switches from www.xbox. com to www.ilovebees.com. Now knowing its core base quite well, Bungie realised that the obsessive gamer who has been eagerly anticipating the title would scrutinise every frame of the trailer looking for more details about the action. Whatever they TWENTY-SEVEN campaigns from 11 different countries have won top prizes in the 2004 Golden World Awards for excellence in public relations awarded by the International Public Relations Association OPRA). "The winners' list reflects the great diversity of public relations activities and the enormous talent within the industry worldwide. Winners included a programme to encourage dog owners to take responsibility for their animals in Australia; a community relations campaign to promote the awareness of sexual assault in Texas; a campaign to restore confidence in the health system of Singapore during and after the SARS crisis; a consumer marketing programme for the promotion of American Express cheques in Russia; an environmental programme from Turkey to introduce a sustainable bio-diversity programme and improve agricultural education as well as a campaign to create awareness of the treatment of genital warts in Taiwan," said Millicent Danker, Chairperson of the Malaysian Chapter of IPRA and founder and chief executive of Perception Management Sdn Bhd. Danker was a member of the international jury of top practitioners for the 2004 Golden World Awards presented by IPRA. The competition's international jury, composed of 44 senior practitioners from 25 countries, completed its adjudication of 237 entries in London recently. Criteria used by the jury to examine each entry included the competence and quality demonstrat-
ril CllOIMARKETINGCOMMUNICATIONS
discovered would most assuredly be posted as an oddity on the various web logs (blogs)/diaries, community sites for garners and news sites that publish interesting tidbits. Uke riding a wave, the word-of-mouth propelled the web address down to the mainstream garners from the hardcore. And what is www.ilovebees.com? When visiting, it appeared to be a small honey bee farm in Napa Valley, California - offering recipes and information about bee hives when suddenly the screen filled with text indicating the site had been hacked. There were odd technical phrases such as "System Peril Distributed Reflex" and a countdown clock. One might have speculated the clock was ticking down until the release of Halo 2. A link appeared to the site author's online diary, the niece of the people who run the farm. She wrote she was confused about her site but how she was going to China and couldn't worry about it. Later the ilovebees.com site was hacked further and the story itself began to unfold.
Eventually the niece, Dana, started posting information she came across over time on her journeys, and with help from many sources who had read her public journal with interest fjust like any targeted audience member), that turned out to be coordinates for cities all over the world. Communities of people sprang up and encouraged those who lived near the locations of the posted numbers to check out the spots. They turned out to be payphone locations. The net result was dozens of real people arriving at the various coordinates at the time of the countdown, August 24th, and answering the phones, transcribing what they heard to bring back information to hundreds of thousands, if not millions, of others who were reading with great curiosity. As each city received the call, messages were transmitted back to the masses who then tried to use the information to crack other parts of the puzzle that they had deduced by picking up clues from information spread around the Internet. This was truly a case of Interactive marketing at its finest. A "real world" game that was introduced through a means that allowed the players to have the joy of discovery themselves and one that also introduced some doubt as to what was real and what was most likely not. It certainly had large numbers of people participating and even more talking about it simultaneously around the globe. Whether they like Halo 2 or not remains to be seen, but at least they are aware of its existence through this exercise. Hopefully marketers will continue to push the envelope, bringing the right mixture of intrigue and hook to people who want to be engaged in new and creative ways that make excellent use of new media.
IPRA ANNOUNCES
TWENTY-SEVEN WINNERS OF ITS GOLDEN WORLD AWARDS FOR 2004 Global, regional and local programmes feature in 'best of the best' public relations showcase ed in terms of research, planning, execution and such as the SARS epidemic and protection of the evaluation, the clarity and coherence of messages, environment," she said, adding that she hoped to creativity and ethics, as well as local conditions in encourage Malaysian PR practitioners to submit the country of origin. cases for consideration in the "Judging the Golden World 2005 GWA. Each year the jury Awards is especially rewarding votes one of the category awards because it is an opportunity to recogwinners as the overall winner. The Grand Prize for Excellence will be nise the diversity of our profession around the world," said Milicent. announced and presented by Mr "While the winners represent a wide Yoshitoshi Kitajima, the Chief range of geographies, expertise and Executive of sponsor DNP, at the programming, all demonstrate a gala GWA dinner in London on commitment to strategic planning, October 21st. The GWA United creativity and results that met or Nations Award, a co-operation exceeded the stated objectives. between IPRA and the UN, to "Most importantly, many winning encourage public relations camMillicent Danker, programmes utilised public rela- Perception Management paigns which meet the aims of the tions to address and create awareUnited Nations, will be judged and ness of critical issues with worldwide impact, awarded later in the year as well.
MarkThis
MISTAKES IN MC2 2004 AWARDS BOOK The Publishers would like to apologise unreservedly to all concerned for mistakes in the above book. Firstly, Publicis won 1 Silver and 4 Bronzes and not as printed. They are: 1 Silver for Print, client Radiology Malaysia, titled 'Reading' 1 Bronze for Print, client Radiology Malaysia, titled 'Reading' for Photography 1 Bronze for Print, client Radiology Malaysia, titled 'Cycling' 1 Bronze for Print, client Radiology Malaysia, titled 'See Saw' 1 Bronze for Print, GP Battery, titled 'Shaver' (There is no Bronze for client Radiology Malaysia as a campaign)
All references made to Foote Cone and Belding in the book, should read Foote Cone & Belding Malaysia. The correct credits for Foote Cone & Belding Malaysia film entries for client TM Net Sdn Bhd are captioned below.
* This effectively changes the Ranking table for Publicis to joint 8th position with Lowe and FCB. The correct credits for Publicis' ads for Radiology Malaysia and GP Battery Marketing are captioned here.
Client: Radiology Malaysia Product I Service: www.cancercorner.org Titles: 'Reading I See-saw I Cycling' Agency: Publicis Creative Directors: Steve Clay I Ted Royer Copywriter: Steve Clay Art Director: Chow Kok Keong Client Service: Norbert Pineda Typographer: Chow Kok Keong Photographer: Fai (IFL Studio) Print Producer: Jan Teoh Colour Separation: Graphic Scan Digital Retouching: Pako Looi I Mei Ling (IFL Studio)
Client: GP Battery Marketing (M) Product I Service: Rechargeable Batteries Titles: 'Portable CD Player I Shaver I Remote Control Car' Agency: Publicis Creative Directors: Steve Clay I Ted Royer Copywriter: Steve Clay Art Directors: Chow Kok Keong I Eric Chow Illustrators: Chow Kok Keong I Eric Chow I Loo Kok Seng Client Service: Norbert Pineda Typographers: Chow Kok Keong I Eric Chow Print Producer: Jan Teoh Colour Separation: Graphic Scan
Product I Service: Malaysian Idol Titles: 'Serenade I Security' Agency: Foote Cone & Belding Malaysia Creative Directors: Yap Pow Hoong I Kit Ong Copywriters: Delani Philips I Amy Tan Art Directors: Stephen Tan I Heng Yik See Client Service: Raja Nazli I Cameron Cheah I Justin Dee I Donovan Reeves Production House: Carrot Films Agency Producer: Gerard A Peter Production House Producer: Ira Carrisa Shah Film Director: Barney Chua Cameramen: Eric Yeong I Ricky Lim Directors Of Photography: Eric Yeong I Ricky Lim Music: WASP Studio Vocalists: Wan Shahrul Amry Wan Mansor I Gusion Lal Sukh Chain I Jonathan Robert Seevaratnam I Gunaseelan Karuppannan I Hussar Mohamed Announcer: Jason Daud Cottom Durations: 40 sees I 60 sees All references made to Saatchi & Saatchi for client UMW Toyota Motor on page 63 & 73, product I service Toyota Altis should read Toyota Unser. And the correct credits for Saatchi & Saatchi film entry on page 58 are as follows:
••••••
Lowe's Silver winner on page 51 features the wrong version, the correct version is displayed below: Client: Olympus Product I Service: Olympus MJU 410 Title: 'Apek' Agency: Lowe & Partners Creative Director: Adrian Miller Copywriter: James Yap Art Directors: lan Lee I David Sin Agency Producer: Shahroom Ahmed Client Service: Eugene Chan I Adrian Ng Production House: Carrot Films Production House Producer: Ira Carissa Shah Film Director: Barney Chua Cameraman: Wan Yatt Foo Directors Of Photography: Lim Kok Foo I Yeong Tuck Wei Music: Jose Thomas (Addaudio) Announcers: Rafique Rashid I Phung Tuck Nam Duration: 30 sees
Client: UMW Toyota Motor Product I Service: Toyota Altis VSC Titles: 'Stuntman' Agency: Saatchi & Saatchi Creative Director: Edmund Choe Copywriter: Ronald Ng Art Director: Henry Yap Client Service: Augustin Ng I Justin Dee Production House: Carrot Films Agency Producer: Florence Yeoh Production House Producer: Ira Carrisa Shah Film Director: Barney Chua Cameraman: Ricky Lim Director Of Photography: Eric Yeong Editor: Zaki Marican Sound Engineers: Vincent Poon I Sean Gregory (Addaudio) Duration: 60 sees JWT's Outdoor Bronze for Dettol 'Flying Sabre' is for Photography.
* In this issue w e have also included a new
Rankings t able whic h is self-adhesive. You can use this to paste over yo ur awards book on page 211 .
aDOI MARKETINGCOMMUNICATIONS Ill
(Top from the left)Vick,Saifui,Andrew(Bottom from the left)Nikki,Jac,Dina
BEHIND ¡THE SCEN â&#x20AC;˘av MONICA WONG
MALAYSIAN IDOL is one of the most talked about shows currently. Be it criticism from "teh tarik' wannabe judges, chat room critics or sms speedmasters, almost everyone has something to say about it. The talent show has succeeded in transcending racial and cultural differences, creating a unity amongst the contestants. We have seen the elimination , heard the judges, But we haven't been shown what goes on backstage. ADOI chats with Ahmad lzham Omar, Chief Operating Officer of 8T\I, to get some insight into this popular show.
Ahmad lzham Omar
fil a001 MARKETINGCOMMUNICATIONS
Is reality tv good or bad for young Malaysians? Reality tv is reality, it is life. There is no script. We do not hide nor design what's real, we do not want to lose our personality. We do not hide from anybody as nothing is made up. Values are learnt from our daily lives, in the real world.
Many Idol contests have mushroomed in the country. What makes Malaysian Idol different?
From auditions until now, what is the standard of the contestants on an international scale?
Malaysian Idol is truly a Malaysian reality show. It is about getting your dreams crushed and your hopes realized. Even your next door neighbour could be the next winner; there is no bias. The core of a reality show would be the drama, the human emotions ... we evoke them all.
There is much potential. However, refining needs to be done as t hey are like roug h d iamonds. There are a couple of them who would be ready for an international setting, the rest need to work harder.
You have placed the contestants in various activities, fun paintball sessions, heartwarming charity work. What exactly is your purpose with these activities?
Very Interesting TV
OF
~SIAN
IDOL
Do you think there is a future for Malaysian Idol? Of course there is. It is a very good show and it helps to uncover talents that are hard to find through the normal recording industry practices.
Contestants are placed in a variety of situations. We want to share how they handle them. We show the public that our idols are more than just singers, they have 'heart' and can have fun too.
American Idol. Paul Moss and Roslan Aziz speak frankly. Fauziah Latiff knows what an artist needs to make it to the top. Her guidance is priceless. In short, they were chosen for their global outlook, credibility and personality.
You have different themes each week that challenge the contestants. Doesn't this put them in a spot? There are different voices that suit only certain types of music. By creating a variety, we are hoping for versatility to kick in, and that they will and pick titles from rock songs and sing it in a style that complements them. We are not looking for a carbon copy of Mariah Carey or another star, but we want to present an idol with his or her own style and personality. ,,
Does the judges' "nastiness" fit into our Malaysian culture? Fauziah Latiff is a good example of Malaysian 'niceness' . She is a polite judge. Paul speaks truthfully; he hits the nail on the head, always. He describes it as it is, while Roslan is unpredictable. Now, that makes a good variety show.
How much money has been made from Malaysian Idol including sms voting? Well, the investment for Malaysian Idol is very steep. We do not really make a lot from the sms voting. Nothing really to shout about on the profit sheet.
What is the prize for the winners? Are there any plans to give them global publicity? The prize is a platinum-level recording contract with BMG. If the winner is able to appeal to a global audience, then BMG will definitely crossmarket him or her.
What makes Malaysian Idol stand out from other similar shows? Because it is a show for ALL Malaysians, and there is the link to the World Idol. Now, you don't get that everyday, do you? Your neighbour could be a global star!
How are the judges selected? The judges weren't meant to be a copy of the
a001 MARKETINGCOMMUNICATIONS !i1
_Columnist
The Politics of Pitching: Finding the Right Agency for the Wrong World •av RYAN BARTON, STRATEGIC PLANNING DIRECTOR, M&C SAATCHI noauthor@yahoo.com
DON'T ever hire an ad agency because they believe in a Totally Integrated Approach. Don't believe them if they tell you they're all about consistent branding across multiple touchpoints. During a pitch, if the Agency starts to talk about their process, how they get to a single-minded idea and how that drives their creative process, or if they say anything that sounds like the platitude "You have to Uve and Breathe a Brand in Everything You Say and Do," glaze over, avoid eye-contact, take up a pad of paper and begin to doodle. When it's over and it's time for the Q&A, tell them (without malice) that every single agency you saw said they believed in Total Branding, that everyone showed you some kind of a slide with the Big Idea/Platform/Position Statement in the middle of a circle and all the different communication channels around it coming out as spokes. Ask them how they're actually going to make it happen and demand details, for instance, whom they've made it work for in the past six months ai'ICI what kind of resistance they encountered along the way. Ask them to see their best strategic presentation for that client (not their best creative work) and ask how it helped to sell even the most cynical or distressed client on the "right" work. Finally, ask them about the last time they failed to create an Integrated Brand and what they learned from that
experience (make sure they answer this one, and "reality" happens if and only if the Agency gets in if they don't, then put a check by their name so you and gets dirty, if they can tap into your poliyou know to doubt everything else they've said to tics and gain the trust and permission of those you during their presentation). endless stakeholders that represent your many Underneath all their flashy promise and brand interests, each with his own bottom - line, her own business objective and relationship to theory, what you're trying to ferret out from your potential partner is if they've really got the guts for power. It happens when the Agency can reconcile all those forces, tastes and competing needs your harsh realities: if they are going to spend quality time in the bowels of your Firm, find out what's and translate that understanding into powerful really holding you back from unifystrategic (not just creative) coming your company under a single, munication, a single PowerPoint thought-changing idea, and if ···The brutal slide that can break through and they're going to work with you , truth is that successfully touch even the most narcoleptic relentlessly, to overcome those bar- integrated brands don't board member, that unifies the VP riers. What you don't want-six just magically appear of Sales and the Brand Manager months down the line-are some when the Agency mines who haven't talked to each other in whiney superstars who say they've six months. out an insight from the got the Cannes-winning campaign In a world where everyone and end-customer and then for you, but it's your politics that's their mother knows PhotoShop, holding them back. Show me a translates that learning where a hotshot 14- year-old with a into a novel idea... world without politics. Mac and a pirated copy of FinalThe brutal truth is that sucCut can produce a slick TVC, what cessfully integrated brands don't matters least is ''The Work." What just magically appear when the Agency mines matters most is where you work - choosing the out an insight from the end-customer and then Agency that can work there too, that can create a translates that learning into a novel idea. (That's brand that integrates not just mediums and camwhat they're going to sell you at the pitch). Intepaigns but organizational silos and their represengrating an idea with that irrational thing we call tative politics.
ore to a picture than just copyright! THE next time you buy (hire) a picture from an image library, be sure that you have secured all the rights. This is the warning given by Gary Shenk, Vice President Rights Services at Corbis, the global image company. He was in Kuala Lumpur, explaining that it can be a minefield for unsuspecting clients. While one can have the rights to use a photograph, this does not automatically free you from the need to obtain permission from companies or people appearing in that shot. As more countries bring in copyright protection laws, agencies and clients will need to take more care when publishing photographs, illustrations or footage. While fortunately the editorial page is given more leeway, the use of images in advertising campaigns can lead to heavy lawsuits. Corbis is one of the companies who will take care of rights clearance. In fact, they have devel-
II a001 MARKETINGCOMMUNICATIONS
oped this service to such a degree that they now offer it as a separate business. You can even hire an image from another library but still use the Corbis Rights Clearance department. Currently, this is based in the US, but an Asian office will soon be set up either in Singapore or Hong Kong. If Corbis fails to clear the rights on your behalf, there is no charge for the service. Under normal circumstances, a commission is charged. Y&R Wunderman is one Asia-based agencies who has recently requested Corbis to take all such concerns off their shoulders. Their regional campaign for Citibank uses a number of famous people including NASA astronauts. Each man had to be negotiated with separately to obtain the OK. In fact, one of the team asked for a fee way above the client's budget and the decision was made to crop him out!
_YoungGun
Creative playground
Who de hell is
Young Gun winners from ad agency Lucideas
WHEN the winner of the Young Guns award was announced during the recent MC2 Awards night, there was a deafening hush over the audience. Nobody heard of ad agency LUCIDEAS (a hybrid name from Lucid Ideas). Well for starters, LUCIDEAS is a certainly a new kid on the block. But the shock doesn't stop there. Here's a bunch of young Turks, who are not the cocky snobbish type you tend to associate with hungry upstarts. They manage a driving range and run an ad agency on the side. What more can we say; their team of Kelvin Long and Benedict Wong was a unanimous choice amongst judges. Beating well established names in the industry has suddenly pushed them into the spotlight. Sometimes it can be embarrassing too. But what the heck, they did well, so a little praise is due here. And just in case, anybocly has any acquisition ideas, the agency is not for sale!
aDOI MARKETINGCOMMUNICATIONS 1!1
4~
~AIR
AWARDS
Malaysian AIR Awards Celebrate Importance
of Radio Creativity
McCann-Erickson took home the largest haul of awards. including two Golds, one Silver, six Bronzes and 18 Merits, including Young Creative and Best of the Best (English).
MALAYSIA celebrated its first ever dedicated radio creativity awards show recently in a glamourous ceremony at the Shangri-La Hotel, Kuala Lumpur. The AIR Awards, organised by MACRO (Malaysian Association of Commercial Radio Operators), has the stated intention of rewarding radio excellence in the full range of major national languages, namely English, Bahasa Malaysia, Chinese and Tamil. Radio reaches almost three out of four adults in Peninsular Malaysia, second only to TV. Advertising expenditure on radio has risen by more than 350% in the last 10 years, underlining the need for creative ideas to keep pace with the medium's rapid expansion. "While radio is usually treated as a support medium, MACRO hopes that {the AIR Awards) will prove that sound can be just as exciting as a great
visual idea," said the organisers in advance of the inaugural competition. "Radio is moving towards a new era where entertainment and creativity are the
radio norm, with benefits for both consumers and advertisers." The awards were open not just to advertising agencies, but to public radio networks as well. In a notable first, there were separate specialist radio juries for all four languages, including the participation of Creative Directors from Singapore, Hong Kong and Taiwan. McCann-Erickson had the largest haul of awards (27) on the night, with two Golds, one Silver, six Bronzes and 18 Merits. The agency also won Best of the Best (English) and the Young Creative Award (Vyvian Uang). Other notable winners were AMP Radio Networks (11 ), Media Merge (1 0 awards), Ogilvy & Mather (6), DDB International, Sil Ad, CB Associates, 180 Degree Strategic Comm (5 each), Young & Rubicam (4, including 3 Golds) and Leo Burnett (4). "We're very gratified that the awards were split evenly among our largest clients, and that we won in all four languages", says McCann-Erickson Executive Creative Director, Szu Lee.
press release about your product in a newspaper or on TV can new business opportunities.
It can also turn your company into a This is the power of the press and publicity.
Call BERNAMA PRWire today. We can help you get the press attention and media coverage your business needs through our direct links with newspapers, radio and TV stations and international news agencies, locally and worldwide.
I 024, 2124/212612150 Fax: -2694 I 021/1 022/1023 Website: http://prwire.bernama.com E-mail: prwire@bernama.com
5th Floor, Wisma Bernama, 28, Jalan 1/6SA, Off Jalan Tun Razak, P.O. Box I0024, 50700 Kuala Lum ur.
_AdidasAds
Impossible is Nothing Adidas seeks to be Number One again
ADIDAS launched its latest advertising campaign at the European Soccer Cup 2004 in Portugal in June, its slogan "Impossible Is Nothing" encapsulating the essence of Adidas as a brand and the spirit of sportsmanship: the desire to push oneself further, to surpass limits, break new
ground and prove that impossible is truly nothing. The company that pioneered sponsoring in the 1950s believes the campaign underscores the passion for innovation and sport that has defined Adidas since Adi Dassler founded it. But more than that , it reaffirmed the company's loyalty to Dassler's legacy; as Antoine Sathicq, director general of Adidas France explained, "the three
II a001 MARKETINGCOMMUNICATIONS
stripes may be popular for streetwear and in nightclubs, but the trademark needs to be associated with athletic performance more than anything else". At Euro 2004, Adidas, which was a sponsor along with Canon, McDonald and Coca-Cola, was bent on one goal: to regain its position as the leading sports label. Towards that end the company rolled out the works, launching the first seamless soccer ball at Euro 2004, as well as the new Predator series, and the DLC shirt (Dynamic Layering Concept technology is said to reduce dehydration, energy loss and fatigue). On top of that it supplied the French, German and Spanish teams with jerseys and shorts for all matches played, as well as balls, referee uniforms and uniforms for the thousands of volunteers involved in the championship. Adidas said ahead of the event that it was supplying 12,000 jerseys and 600 pairs of shorts for the French team and staff alone. Global Adidas icons include Muhammad Ali, David Beckham, Zinedine Zidane, Jesse Owens, llie Nastase and lan Thorpe, but the campaign also aptly sums up the history of Adidas since the first pair of running
shoes that Dassler made in 1920, and which Jesse Owens was wearing when he won gold for the United States at the 1936 Berlin Olympics. Dassler's son , Horst, would later impose the trademark triple stripe at virtually every major sports event. Dassler pioneered training shoes with nailed studs in 1925, and also invented hand-forged running spikes. Nearly half of athletes competing in the 1928 Olympics were wearing Dasslers. In 1949, Dassler adopted the trademark three stripes, which was originally devised to reinforce the stitching. Two years later, the German national soccer team took the World Cup wearing Adidas with screw-in studs. When Dassler died in 1978, Adidas was number one, with 58 million euros in turnover and 17 factories worldwide. Horst has been criticised for having turned athletes into advertising billboards, but that didn't stop Adidas from maintaining its spot as leader until the late 1980s, when Nike and Reebok overtook it. Its decline has been attributed to its failure to anticipate the boom in leisure sports, which Nike captured with jogging and Reebok with aerobics. Since the mid-1990s, Nike has held the title of leading sports equipment brand. Now Adidas wants its triple stripe to take it all the way to the top, and its crusade kicked off at Euro 2004.
\.,..
,.,.
1:;" I
J
-
-
-
•
--.:.~
•
I
The NST is now avaUable In two sizes: broadsheet and compact Whichever you choose, you can be sure of superior news reporting and quality content
Wltll tilt comp«t NSJ; lf'CI'rlln,
tl,.,
Slll'pl'isa.
Business nmes Enliven your financial worldvlew with accessible, accurate and zesty business reporting.
Llfelrnmes A dazzling new look for a vibrant and reliable source ofedutainment.
And other engaging pull-outs such as
Style Rle, Body & Soul, Look & IMim, YQ, CentrrSttlge and Just Chill.
NEW STRAITS
INCORPORATING BUSINESS TIMES
_PaperTalk
The NST Com~act:
Why and How We Did It â&#x20AC;˘av TUAN SYED FAISAL ALBAR, CEO NSTP, AND KALIMULLAH HASSAN, GROUP EIC
Kallmullah Hassan, GROUP EIC
ALL over our newsroom in the New Straits Times, there are posters saying "Stay Hungry" and a huge board that says: "Make History. Get Your Story into The First Issue of the Compact on September 1." Our people are excited. They are hungry. They want to be part of history. The mood in our newsroom, and on our advertising, marketing, and administration and circulation floors, is one of excitement and hope. Because it has been a long time since the New Straits Times was market leader. Ten years to be exact. To take a verse out of the song Hotel California, "we ain't seen that spirit here since 1994." Yet, there is a sense of realism. We know we have been losing market share and we know that over the same period, negative perceptions have built up and reinforced about the NST. Therefore, the battle is not going to be easy. It is going to be long drawn and as in any battle, the prospect of defeat always looms over our heads. But the most important first step that we have taken is to re-instill that fighting spirit that we had lost. For many years, there has been the view amongst employees that "we have lost, let us accept that loss and get on with life". Now, everyone believes we have a fighting chance to regain market share and, eventually, regain our position as the country's premier English newspaper. They have begun to believe that NST is the best newspaper in the country in terms of content and intellect, and that the battle is to change perceptions; to convince people and rebuild our base. We know the battle is a long-haul one and we know if we let our guard down, if we slip on our quality, the battle would be lost again. It was circumstances that allowed us to cut that Gordian Knot with the 159-year-tradition of being a broadsheet newspaper and start the compact, or tabloid, version. Both of us are new in the organization. Maybe,
Ill a001 MARKETINGCOMMUNICATIONS
that is why we could be more detached in looking at the possibilities, thinking out of the box. At our first official meeting as the two most senior executives of the NSTP Group, we discussed the falling sales, drop in adex revenue and the low morale amongst staff. We talked about the success of the Bahasa Malaysia newspapers, and the new hope in the re-launched Malay Mail. But we despaired when we looked at the numbers of our flagship, the New Straits Times. It was at that meeting on January 2 that we discussed the possibility of a compact version. We knew that it was not going to be an easy subject to introduce to our more than 2,000 employees. We decided that we needed time to monitor and gauge responses and that we could only introduce the idea when we had earned the trust and confidence of the employees. Being a 159-year-old institution, the NST is set in its ways. The fallback position, when all else fails, has been that "we were established in 1845. We have survived two world wars, the communist insurgency, the fight for Independence and the pains of a growing nation. NST will always be there, no matter what". The first message we constantly drummed into their minds was that we had to accept the fact that as a subscription and sales-based English newspaper, we were Number Two. And a distant number two at that. We reminded them that
and returned to get cracking immediately. We decided then that we would target the compact version coming out on Independence Day, August 31, because it would be symbolic of breaking free of the shackles of a 159-year-old tradition. It was called "Project Freedom" and we set up a committee of top editors, marketing, circulation and advertising executives to carry this forward. All were sworn to secrecy, knowing that a newsroom leaks like a sieve. Yet, we needed some staff to assist us, to undertake layouts and design for the prototype, to study the financial impact, identify growth areas and the multitude of issues which come about with such a quantum leap. Least of all, we did not want the competition to know what we were planning and when we planned to execute it. Word did get out, as we expected, but we kept everyone off track until the first prototype came out in early July, and we admitted that we were looking to launch the compact on January 1, 2005. Our team, led by Executive Editor Sallehuddin Othman, kept improving on the first prototype until, finally, in early August, we presented it to the NST Board of Directors, keeping our fingers crossed that they would not object. We got our approval. We then informed the Ministry of Home Affairs about the change in format and received approval in midAugust. On August 16, we announced our decision through Reuters and that was when the real hard work began: marketing, selling it to advertisers, meeting big corporations, working on promos and a million other things. Staff on our news floors were officially informed on the morning of August 16, just before the announcement via Reuters. They were abuzz with excitement, yet they took note of our dire message- "it's do or die". The senior editors, who had been in the loop for several weeks, began their blitz of instilling the excitement and the fighting spirit. We want to make history, we want to succeed. It is going to be very tough and there will be times when we will question whether it is all worth it. It was not without significance that we chose our taglines - "the TIMES, they are achanging" and "people are talking about it". We do not say we are the best in content as an advertising gimmick or ploy. We believe we are. But we know it is those who buy the paper who will eventually judge us.
~=~:---==~~~
this was not always the case; that for 149 years, we had been Number One. We reminded them that the way our sales had fallen, if we did not change, then we would be remembered as the generation that destroyed the country's oldest newspaper. Meanwhile, we continued to explore the possibility of going compact, conducting focus group studies, market surveys and looking at our production capacity and costs. All results pointed in one direction - we had no choice but to go compact. At the end April, we visited the Times of London, an even older newspaper which had made the move of having both broadsheet and compact versions. We met editorial, advertising, marketing, syndication, production, circulation and branding executives. We were fired up by the visit
'choice' it's just what you've been waiting for...
SINGAPORE
181: #i5 6221 3336 fu: #i5 6221 2322 mallllflllhotollbllrr.&Om
MALAYSIA
181: +60 3 m1 61162 fu: +60 3 m7 5172 myu/aflphotollbllry.&Om
THAILAND
181: +116 2 233 Bti2D fu: +116 2 233 1024 11111/riphotollbflry.&Om
_MediaForum
News Briefs I
•
LEO BURNETT LANDS BEA BRIEF
Bank of East Asia (BEA) has selected Leo Burnett to handle its Hong Kong creative account, following a three-way review that included Lowe and FCB. The shift was prompted by J. Walter Thompson's resignation of the business, following HSBC's global realignment with WPP.
•
GUINNESS POURS US$27M INTO TV AD
A new ad campaign for Guinness shot by Oscarwinning director Anthony Minghella seems like a big-budget film at a cost of almost US$27 million, reports the New York Post. The commercial, entitled "Mustang", will begin airing on national television in the U.K. in mid-September. Bharat Avalani, Margaret Lim and Michael Tang
•
CHINA IN WORLD'S TOP 5 AD MARKETS
For years it has been recognized that China, with its vast resources, low wages and 1.2 billion people, is emerging as what Wall Streeters have called " the world's factory ". But in the last few years another revolution has been taking place across China as it began transforming itself into a consumer economy. Last year its internal spending on advertising grew 40% to $14.5 billion, ranking it among the top five advertising markets in the world .
•
CLEAR MEDIA WINS RIGHTS TO BEIJING AIRPORT MEDIA
Outdoor media vendor Clear Media has obtained the exclusive operation rights of all advertising panels in Terminal One of Beijing Capital International Airport.
•
STARCOM WINS US$30M GENERAL MOTORS ACCOUNT
General Motors Corp. has named Starcom, Chicago, to handle its roughly US$30 million outof-home advertising media-buying account, the automaker said.
•
SITE FOR BANNER AD FREAKS
Tari Akpodiete has what might be called a mildly unnatural preoccupation with banner ads. For the last couple of years, she's been copying just about every one she's come across onto a website, and in the process has built what she believes is the largest collection of such ads in the world. The Toronto web designer decided to make that collection publicly available last July, and her site, Banner Report, has become at once a veritable banner ad museum and a tool where designers of new ads can investigate the countless styles that have been tried in the past. To Akpodiete, the site is her contribution to the art of making banner ads better.
•
i KIEN
Tan Kien Eng, award-winning regional executive creative director of OglivyOne joins iLeo/Arc of Leo Burnett KL in mid-October. • SIMPSON HAS ONG Edward Ong of Young & Rubicam has been promoted to Creative Director. He will be sharing responsibilities with current Creative Director Gavin Simpson.
DJ a001 MARKETINGCOMMUNICATIONS
A soapbox to allow media professionals to voice their opinions and share viewpoints on key issues affecting the industry was recently launched by the Media Specialists Association (MSA) as part of the MSA Education and Training Committee agenda. In the first of the series, "MIM: Who Wants It," aimed at stimulating industry-wide debate, two speakers from opposite sides of the industry spectrum - Michael Tang from Spencer Azizul Advertising and Bharat Avalani from Unilever- presented different perspectives on the contentious "Made In Malaysia" ruling, with MSA President Margaret Urn serving as the moderator. ''The purpose of such a forum is to enable the whole industry to make a united decision and hopefully influence the relevant parties to take appropriate measures. A subject like the MIM ruling impacts all of us in the industry, so we need a platform where media owners, advertisers, agencies, and media planners can come together to share our viewpoints," said Urn. The MIM ruling, which came into effect a quarter of a century ago, has been the source of debate for some time, particularly by those who believe it might no longer be applicable in today's open skies environment. It essentially bars foreignmade television commercials from being aired on Malaysian television. ''The intention in implementing the MIM ruling back then was to develop the local production industry and to preserve our cultural identity, " explained Bharat. "Those objectives have been met, and today we have competent production houses, some with foreign offices, and some even producing foreign 1V commercials." He expressed confidence in the ability of the Content Forum to promote self-regulation via the recently signed Content Code, which is a set of industry guidelines on disseminating content over electronic networks including radio, television and online services.
Bharat also raised the issue of how Malaysia, as a complex and heterogeneous nation, posed a huge communications challenge for companies. Addressing all the various cultures in this country is a costly effort, he said , which partly explains why TV advertising expenditure in Malaysia remains one of the lowest in the region at 27 percent. His belief that the MIM policy should be relaxed is based on the consideration that anything which helps the Content Code achieve its goals should be allowed. Furthermore, he said savings from production costs could be ploughed back into the media to produce better content, and ultimately benefit the industry and consumers. From the other side of the fence, Michael Tang stressed the important role of the MIM ruling in protecting national interests and building a national identity. He argued that globalisation has mainly worked to the advantage of multinationals which are mostly owned by Western companies. "Malaysian-owned businesses have been hurt because they have are unable to compete with MNCs armed with early development. Our local industry only started in the late 50s, so the removal of the MIM ruling will only enhance the advantage of multinationals." Michael highlighted how MIM had spurred the growth of advertising and its related industries, citing a jump in adex from RM400 million in 1971 to a whopping RM4 billion in 2004. This growth, he added, led to the increase in the number of advertising agencies, production houses, casting agencies, and even university courses. But he maintained that the local industry was not yet ready to compete on a higher level. "We are not quite there yet, so to reduce the barriers of the MIM ruling will be a setback at this point in time. The consequence is that advertising agencies would stop hiring creative talent as they can use any creative material from any country."
HE
MALAYSIA
iifn i
•
•
I
un2Sur
www. su n2su rf.com
www.theedgedaily.com
1-300-88-25-25
{KI-aYIIflt)
IS ONE â&#x20AC;¢sECRETARIES DAY1 LUNCH A YEAR REALLY ENOUGH?
Lousy music. A cheap buffet. Surely, your secreatary deserves a little more. Afree lunch? A personal pizza or maybe lasagna with side salad? Why not? To order, dial the number below or visit our website at www.pizzahut.com.my.
j
Lead News
Global Brand Forum:
Redefining Leadership in Brands and Business •av MONICA WONG
Gl_gbal Brand Forum singapore 2004
Frands Ford Coppola , Dr. Kiran Bedi & Rudy Giuliani discuss a point at the forum
THE Global Brand Forum, in its task of Redefining Leadership in Brands and Business, gathered many leaders from various fields for its meeting this year in Singapore. Even Singapore's first premier, Lee Kuan Yew, now Minister Mentor, graced the Forum with his insight into Leadership Challenges Facing Asian Nations. On hindsight, he said, the government's move to set Singapore apart from other nations over the years was an exercise in branding, even though, as he confessed, "I did not know the word 'brand' at all." Rudy Giuliani, the former mayor of New York City, brought light to the c ity's residents as they faced their darkest hours on September 11, 2001. He believes that leaders are made, not born. He outlined six principles that would improve one's effectiveness as a leader: Know what you are and what you stand for "If you don't know what you stand for you will never be able to lead others," said Giuliani. You have to be an optimist - You have to be an optimist, because people follow hope. They follow dreams; they follow solutions to their problems. People gravitate toward the person offering the solutions. You have to have courage - Fear can sometimes inhibit people from doing the things they want to do. Absence of fear is insanity, but one has to put it in the right perspective.
Dl aDOI MARKETINGCOMMUNICATIONS
You have to be prepared- One should relentlessly prepare, a good leader should leave nothing unanticipated. You must understand the importance of teamwork - Giuliani stressed that part of the success of being a great leader is knowing your weaknesses, so that you can balance them with the strengths of other people.
ideas in their works to be brave, because the things you fight for now, are the same things you will be celebrated for years later. Renowned marketing strategist AI Ries, who created the concept of "positioning" nearly 20 years ago, redefined Marketing Leadership at the Forum. "If you want to build a global brand, keep in mind that your brand name has to work in English. It doesn't necessarily have to be an English word, but it needs to "sound right" in the English language." The Q & A session that followed his talk was stretched thin. Piyush Pandey, Executive Chairman of advertising firm Ogilvy India, explained that the key to leadership in the industry is "to make people want to know more about you, to make people curious about you ... to make them want to follow you." Pandey highlighted three different scenarios in which creative excellence and leadership are closely related: • New brands can become market leaders through highly creative advertising to increase public attention about the brands • Established brands can employ creative advertising to maintain market position • Companies that use creative advertising with the aim to go beyond gaining market share and attempt to get a share of the consumer's
"heart"
Elaborating on the third scenario, he said "it's treating your consumers with respect You have to understand how and creating maximum impact to communicate -The best th-rough imparting values." way to be an effective commuAccording to Pandey, there nicator is to put aside thinking are no direct formulas as to about being a good communihow it works. "Unfortunately, cator for a minute, concentrate creativity has to be practised on the other five principles, and Piyush Pandey,_ stir up people's curiosity day in, day out. There is a chcommunicating will come natance your leadership will be urally. Spend some time thinking about what you challenged and questioned." ultimately want to accomplish. Dr. Kiran Bedi, Civilian Police Advisor, held a Giuliani concluded that to be a good heartfelt session on leadership and how all of us leader, you have to love people, be there for can change the world. She believes that you can people when things go wrong; nothing gets preach a better sermon with your life than your you more loyalty than that. lips. So, walk the Work. Oscar winning film director Francis Ford CopOther speakers, including Chew Choon Seng, pola spoke about Cinema Leadership and SociCEO of SIA, and Warren Bennis delivered speechety. "The power of cinema lies in its ability to reach es that had many spellbound. Their passion. and out to the masses and act as a catalyst for social that of the other speakers, was inspiring. They change. Films are made to weave a spell and to stressed on determination, focus, courage and get you to accept certain ideas." sheer hard work. As living examples of their princiCoppola advises new filmmakers who ples they show that if you put your mind to someencounter scepticism when they introduce new thing, nothing is impossible.
Make your Brand the topic of conversation.
~~Tableview Tableview (M) Sdn Bhd (527844-M) A503 & A505, Block A, Level 5, Kelana Square, 17 Jalan SS7/26 Kelana Jaya 47301 Petaling Jaya Selangor Darul Ehsan Tel: 603.7491 .8166 Fax:603.7491.8122 e-mail: great2B@tableview.com.my uri: www.tableview.com.my
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.
TV !IJDDT
mediaBanc
TOP 10 LIST BY RATE FOR COMPANY, DATE : 01-31 AUG 2004 Company Name Procter & Gamble (P&G) Unilever (M) Holdings Sdn Bhd Nestle Malaysia Bhd Telekom Malaysia Berhad Colgate-Palmolive (M) Sdn Bhd (CP) Government Malaysia Celcom Malaysia Bhd Maxis Communications Bhd Fraser & Neave Coca-Cola (M) Sdn Bhd (F&N) DiGi Telecomunication Sdn Bhd Total :
8TV RM'OOO
Total
RM'OOO
Ch 9 RM'OOO
AXN
RM'OOO
1,250
9,332 7,222
640 612 549
6,728 5,288 5,051 4,588 4,142 4,094 3,937
13 274
1,926 2,779 1,383 599 1,855 581 991 612 564
808
11,888
269 337 399
257
645 1,244 555 658
260
0 217 129 281 313
3,595
524
364
53,976
4,514
4,471
NTV7
RM'OOO
TV1 RM'OOD
TV2 RM'ODO
31 14 331 0 571 441 99 760
2,354 318 454 1,691 292 609 6 514 895 71
308
1,730
2,247
7,204
14,810
8,035
TV3
WLT
599
TV3 WLT RM'OOO RM'OOO 3,473 2,021 2,993 1,607 350 1,397 825 1,456 381
298 938 936 112 2,554 309 500 564 93
TOP 10 LIST BY RM$ FOR PRODUCT. 01·31 AUG 2004 Total
8TV
AXN
Ch 9
NTV7
TV1
TV2
RM'OOO
RM'OOO
RM'OOO
RM'OOO
RM'OOO
RM'OOO
RM'OOO
2,950
281
88
6
438
54
225
1,294
564
(Green, Black &Orange)
2,288
250
131
257
950
91
242
366
Puteri Gunung Ledang
2,247
0
0
2,247
0
0
Product Name Maxis Hotlink
RM'OOO RM'OOO
Sunsilk Moistrizing Conditioner
Petronas · Festive Greetings
1,821
Coca-Cola · Olympic Games Athens 2004
1,798
27
114
Malaysia Airlines
1,721
619
106
341
50
289
832
760
861
37
0
100
494
316
308 86
ASTRO &Cartoon Network · Summer Chill Out Contest
1,715
Woods Peppermint Cough Syrup
1,645
613
1,102
0
430
28
1,187
0
Penerbitan Filem Negara Malaysia · Keranamu Malaysia
1,599
723
129
225
522 267
173
1,792
4,875
2,599
Celcom Xplore Prepaid •
5 Sen Kadar Terendah Total :
1,530
129
510
19,316
1,736
1,562
986
346
104
4,668
1,098
TOP 10 LIST BY RM$ FOR MAIN CATEGORY. 01-31 AUG 2004 Main Category
RM'OOO
8TV RM'OOO
Toiletries
35,507
4,268
Service
32,615
2,802
Telecommunication
20,770
1,482
Name
Total
Ch 9 RM'OOO
RM'OOO
395
455
5,728
2,598
3,508
AXN
RM'OOO
NTV7
TV1 RM'OOO
TV2 RM'OOO
TV3 RM'OOO
RM'OOO
9,249
34
6,633
951
4,545
11,359
5,202
1,475
10,086
81
4,249
933
2,342
2,414
4,986
3,116 3,866
WLT
Media, Publisher
15,178
123
2,625
2,986
3,475
59
280
1,764
Food (F&B)
10,442
630
747
15
2,031
66
1,198
3,774
1,982
House Supplies
10,046
279
1,234
201
1,134
102
713
2,155
4,227
Drink (F&B)
9,995
1,083
1,035
466
1,195
907
1,382
2,898
1,029
Medical, Drug
9,206
753
230
637
1,058
0
191
2,827
3,510
Automotive
8,806
286
2,294
1,273
144
1,149
2,948
712
Convenience (F&B)
6,085
339
94
2,107
0
221
1,479
1,846
158,650
12,044
17,891
32,405
3,195
13,568
44,275
27,833
Total :
7,440
TOP 10 LIST BY RM$ FOR SUB CATEGORY. 01-31 AUG 2004 Sub Category Name
RM'OOO
8TV RM'OOO
Procter & Gamble (P&G)
9,332
1,250
Unilever (M) Holdings Sdn Bhd
7,222
640
269
Nestle Malaysia Bhd
6,728
612
337
1,383
14
Telekom Malaysia Berhad
5,288
549
399
599
Colgate-Palmolive(M) Sdn Bhd (CP)
5,051
Government Malaysia
4,588
217
645
Celcom Malaysia Bhd
4,142
129
1,244
Maxis Communications Bhd
4,094
281
555
13
Fraser & Neave Coca-Cola (M) Sdn Bhd (F&N)
3,937
313
658
274
DiGi Telecomunication Sdn Bhd
3,595
524
364
53,976
4,514
4,471
Total :
Total
AXN
RM'OOO
Ch 9 RM'OOO
257
RM'OOO
TV1 RM'OOO
TV2 RM'OOO
TV3 RM'OOO
RM'OOO
1,926
31
2,354
3,473
298
318
2,021
938
454
2,993
936
331
1,691
1,607
112
292
350
2,554
581
571
609
1,397
309
991
441
825
500
612
99
514
1,456
564
564
760
895
381
93
NTV7
2,779
1,855 260
599
808
11,888
2,247
WLT
71
308
1,730
7,204
14,810
8,035
e
5,517 snatch thefts repo within 150 days alone. 1.6 million Malaysians are diabetic. 1 out of 19 women at risk of getting breast cancer. Early detection saves lives. 3 rape cases reported daily. 75% of rapists known to victims. Bank Negara reports strong Q2 GDP growth.
100 0 INFORMED So you know what to do next.
~ mynews
network
Mandarin s.oopm Mon-Fri â&#x20AC;˘ BM S.oopm Mon-Fri â&#x20AC;˘ English 12..40am Mon, 12.1oam 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 C!Jiture 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
share a collective passion to achieve the extraordinar}'.
XMMALAYSIA
It's how you relat ~