Adoi Malaysia 2005 August Issue

MALAYSIA'S MEDIA. MARKE

ETING, INTERACTIVE & CRM MAGAZINE AUGUST 2005

WHASSUP AT MALAYSIAN CREATIVE CIRCLE AWARDS? Bob Scarpelli Worldwide Chief Creative Officer DDB Worldwide

(Over 6,000 copies distributed monthly)

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REGIONAL CEO Harmandar Singh aka Ham ham@pop.jaring.my REGIONAL EDITOR Dean Johns dean@ham.com.my EDITOR Monica Wong monica@ham.com.my CONTRIBUTORS Nick Wreden Simon Beaumont ART DIRECTION/ DESIGN TM Ali Basir ali@ham.com.my Amirul Hafiz @Faisal amirul@ham.com.my WRITER/MARKETING Vidhya Nair vidhya@ham.com.my PHOTOGRAPHER David Lok PRINTER Infocus Printing Sdn Bhd DISTRIBUTION Five E-Comm Sdn Bhd ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia.

Tel: 603-7726 2588 Fax: 603-7722 5712 ADOI is available at most MPH bookstores, Page One and Basheer.

This has been an extremely rushed issue. Not that the past few issues weren't hurried to meet tight deadlines with us begging and harassing others for promised ads and pho­ tographs, but this issue is bound also by another deadline: The Malaysian Creative Circle Awards (MC2) call for entry deadline on 20th August! I wish you luck if you are one of the many creatives who is rushing to meet this deadline.

The momentum of excitement for MC2 is building up rapidly at the office. The pace quickens and hours seem shorter by the day as all Sledgehammerians prepare for the arrival of our honourable juries. With creative luminar­ ies like Bob Scarpelli, DDB Worldwide; Mark Waites, Mother London; Steve Elrick, BBH Asia Pacific; Jimmy Lam, Clipper MotherAsia; Prasoon Joshi, McCann-Erickson South & Southeast Asia; Francis Wee, BBDO AsiaPac; Rob Sherlock, FCB AsiaPac and Thirasak Tanapatanakul, G1\Creative Juice, Bangkok flying in from different parts of the world, we are at our wits' end to make their visit in

Malaysia not only comfortable but also memorable. Rest assured, dear reader, you are not the only one who is tingling with excitement bordering on nervous­ ness.

This has indeed been a busy month and I don't mean just for us at Adoi.

Aquent have been busy with their launch in KL just recently, making this their 70th branch in over 14 different countries.

Could this be the reason for the unusual[ ly high number of staff moves in the { industry? Chris Cheong has recently joined Datin Lara at M&C Saatchi, as a Client Service Director and soon farewell parties will be thrown for Chris Howden I of TBWA and Steve Clay of Publicis both of whom are leaving for as yet undis­ closed new destinations, and Dinesh Sandhu of McCann Erickson who will be joining Saatchi & Saatchi Singapore as Regional Business Director on Lexus and Ritz Carlton. I would also like to welcome to Malaysia Andrew Potter who have recently joined Publicis as the Head of Design.

If you know of somebody who have just moved and we have missed their name, please do email me at monica@ham.com.my Happy reading!

WHAT'S Hfi IN THIS ISSUE

HIGHLIGHTS 22

JWT Builds On Success

26

Making His Mark At ARC

EXCLUSIVE INTERVIEW Member of

04

& Audit Bureau of Circulations

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

Advertisements are the sole responsi­ bility of the advertisers.

Bob Scarpelli Is A Man Who Defies Convention

SPECIALS 14

Mark Waites Is A Scary Mother

18

Excelling In A Multi-Million Dollar Niche

24

A Trophy For All

28

Wooing Women

36

Get Your Popcorn Ready

40

The Power Of Suits

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CoverStory

CONV

CARPELLI IS WHO DEFIES >• • y

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IBY THE HAMMER

ACTUALLY "defies convention" is a slight contradiction in terms since my most recent meeting and talk with him was at what itself is a kind of convention, the Cannes Advertising Festival. This year, DDB was nominated the most awarded network in Cannes. But as many of such conventions as Bob's job requires him to attend, like all great creative people he's very unconventional indeed in his work. Defying the norms and the boundaries to blaze new trails, discover fresh styles and set ever-higher standards for peers and competitors to follow if they can. DDB Chicago, where Bob is based, has been responsible for many mem­ orable advertisements in American and international culture over the last sev­ eral decades, such as Bud Light's I love you, man, and Real men of genius ads, as well as Budweiser's "Whassup" campaign, which became a catch phrase in 2000. We interview the man who's agreed to fly to Malaysia to serve as MC2 Jury President for us this year.

What is happening now in Cannes?

For me it's hectic with meetings. First of all for DDB we are doing quite well.

Over 40 awards I think so far, including two Silvers for Malaysia - we're very proud of our team there - and Grand Prix in Cyber and Interactive Agency of the Year, DDB Brazil.

That's fantastic, so we are feeling really good and historically we do better in film than anything. Also we have a number of our creative people here and we've met and had really a good session.

One of the big thing about Cannes is getting people together. So that Ted from Malaysia knows Paul from New Zealand and Paul knows Jeremy in London. That's for me the strength of networking, getting our creative directors together.

When was the last time you travelled to Asia?

This (visit to Malaysia in August to serve as Jury President for the MC2 Awards) will be my first trip to Asia. I'll probably visit Australia and New Zealand after that.

You'll find people from the region on the jury anyway, so you'll get a fix on what's happening in other Asian markets.

Yes, I keep up with it. I talk to Neil French and our guys too. We are doing some good work in Hong Kong. Singapore is excellent. Naga DDB always has been good and I'm very proud of them, now with the DA&D silver and two Sil­ vers here. When I was on the Clio jury, I liked some of the work from Thailand.

Now you have the new responsibility of taking over the world or rather looking after the world, so what's the agenda for Asia?

It's been a struggle for us in many parts of the region but the commitment is there. We are looking at China, we are going to Shanghai in September. We have a regional management conference in Asia and we have our board meet­ ing there. So I guess that's a signal.

You are based in Chicago right?

Yes. I have always lived in Chicago, it's my home and I'm going to stay at DDB Chicago which is our biggest office. But I'm not going to be the Creative Director anymore; I'm going to be the Chairman. It keeps me grounded, it's my home, I stay close to the people and the clients and it just means so much to me. Chicago has an airport, we have the internet so I can get anywhere and do anything I want. I'm going to try to do this job from Chicago. No one have ever has done it from Chicago.

Well Neil French is doing the world for WPP from Singapore.

Yes, I don't see why not.

I'm not trying to stereotype places but sometimes people from New York and LA don't really fit Asia very well. But the Midwest where you're from, they have more family values..

You are absolutely right, Ham. These sort of Midwestern values, Midwestern

3D0IMARKETINGCOMMUNICATIONS a

CoverSt*

work ethic, sometimes people think it's a con, but it's real.

The inevitable question: What makesyou creative?

I worry if I really am or whether I'm not and that doubt drives all of us, right? Probably the people with the most ego are the most insecure, so for me I just do what I do. You think in a certain way, you look at things a little differently. Maybe that's what it is: just looking at things differently. When you set out to create ads that people choose to watch, you have to start by asking yourself some questions, such as what kinds of ads do I like to watch, and what kinds of ads are people talking about. With every promotion we do, we always try to generate what we call 'talk value.' We are usually the most successful when an ad has three components: Simplicity, surprise, and a smile, in that it resonates emotionally with the consumer.

ture. Fit is perhaps the wrong word - we want peo足 ple who understand the values we have, the beliefs we have and the way we treat people with respect.

We are not good with prima donnas: people who think they are better than anybody else.

We want good, hard working, extremely talent足 ed people who want to do great work for our clients. And we have created an environment and culture in DBB that is very supportive of that. Peo足 ple want to see other people do well and help other people. That's why I say I have to stay con足 nected to the Chicago office; I have the culture in my heart and I want to make sure it's always there, that it's alive.

Tell us more about Chicago...

Chicago's a beautiful city, it's a great city, full of the nicest, most down-to earth people you ever want to meet. They are just good people. Good hard working people and very proud of their work.

Part of my job is to make sure the DDB culture is alive everywhere. We believe in management by inspiration and encouragement versus intimidation.

If people give me 100%, I will give them 500%. And that really makes a difference. We just pay attention to people's real lives, their families, children...

That spirit is also prevalent in your Asian offices.

Yes, it's the DDB culture. In Chicago we have lots of different opinions, but one of the things that we all agree on is that the DDB brand stands for creativity. Creativity is the most powerful force in this or any business. What we think sets us apart from our competition - our belief in creativity with

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TRUE

*efl>er TRUE

humanity. Creativity in everything that we do.

Humanity in the way we treat people and the way we treat each other, treat our clients, and that

Amazing, anything more you'd like to add?

mercials created by DDB offices for the NFL Super-

Bernbach once said, "The future, as always, belongs to the great."

bowl have been clear winners in audience polls for the past six years in succession. Bob has also been

Bob Scarpelli in brief.

a jury member or chairman of numerous award shows around the world. Starting in the business in 1977 as a copywriter with Needham Harper,

reflects in our work. If we look at the DBB work around the world there is real sense of respect for the customer. If you sign up to be part of DDB you've got to believe it. We look at it this way: If we have the right people, the most talented, creative, inspired and motivated, they will do the best work they have ever done and that will lead to great product and profits. In the world of our founder the legendary Bill Bernbach: "Properly practiced, cre­ ativity can make one ad do the work of 10."

Tell us about the Whassup?! campaign. How did it all happen in the first place?

It was one of several ideas we had showed few years back, when we were working on the Super Bowl; it is the biggest, most-watched event on American Television.

That was a game within a game. So Whassup?! really came about when one of our writers saw these short films. I think the brilliance of what they did is, they took this little thing and tied it so firmly to their brand by just putting Whassup?! into scenes of guys watching the game having a Bud.

In his 30-year career in advertising, Worldwide Chief Creative Officer, DDB Worldwide, Bob Scarpelli has created or inspired some of the most endearing, enduring and highly-awarded cam­ paigns in living memory.

In his days as Chief Creative Officer of DDB Chicago and DDB U.S., he led the creative teams that came up with such classic campaigns as I love you, man for Bud Light, Whassup?! for Budweiser and the Rold Gold Pretzel Boy ads starring Jason Alexander of Seinfeld fame.

These and other great campaigns crafted around Bob's trio of touchstone ingredients (sim­ plicity, surprise, smile) have transcended the boundaries of conventional advertising to become part of popular behaviour and speech. In fact what he calls Talk Values have become such a hallmark of his success in connecting with consumers that he's trade-marked the term. He also coined the DDB battle-cry and promise to clients, BetterldeasBetterResults.

Bob was promoted to Creative Director just three years later. In 1987, the year after Needham Harper merged with DDB he rose to Group Cre­ ative Director at DDB Chicago, and in 1990 to Executive Creative Director. Four years later he was elevated to Chief Creative Officer of DDB Chicago and then in 1995 also to Vice Chairman of DDB Chicago. In 2000, he became U.S. Chief Creative Officer and a year later Chairman, DDB Chicago. In addition to his advertising life, Bob serves on the Executive Committee of the Governing Board of the Chicago International Film Festival and the boards of the Art Directors and Copywriters Club of Chicago, The Off the Street Club and the Partner­ ship for a Drug-Free America Outside the office, Bob devotes his creative energies to following Chicago's sports teams and trying to be a good Dad. Bob Scarpelli will be speaking at the MC2 Recharge Seminar on August 25.

Funny part is, in the last few years lots of people have asked me how we sold this idea to the client.

countless honours in the world's top award festi­

I wish I could make-up some big elaborate story,

vals including the ADDYs, One Show, ANDYs, the

03-77262588 or email

but basically we showed it to the client and said we

Radio Mercury Awards, Chicago International Film

angie@ham.com.my

thought it would work and he trusted us.

Festival, Communication Arts, the International

You can also visit

His son, who is now in charge, asked us: Do you think it will work? We said Yes. And that was it.

That's trust.

Festival of New York, the New York Art Director's

http: /lmc2.adoimagazine.com

Club, the International Advertising Festival at

for details.

Bob and his creative teams have won virtually

To book your seats, call Angie on

Cannes, the EFFIE awards and the Clios. And corn-

aDOIMARKETINGCOMMUNICATIONS M

Columnist

UPCOMING ADOI WORKSHOPS

For details email: jmt@ham.com.my

AUGUST 2005 15th

Art Direction

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

SEPTEMBER 2005 5th

Strategic Media Thinking

OCTOBER 2005 6th

Presentation Skills

NOVEMBER 2005 10th

TBC

DECEMBER 2005 8th

Hopes, Hazards and Fairy Gurus

Marketing To Youth

EVENTS AUG 25™2005 MC2 Recharge Seminar SEPT 16™ 2005 ADOI Adrenaline Student Creative Awards SEPT 30™ 2005 Malaysian Creative Circle (MC2) Awards Night NOV 15-17™ 2005 AD: Tech Shanghai, Shanghai International Convertion Centre, Rep. China Log on httpy/www.ad-techshanghai.com/ NOV 18™ 2005 Kancil Awards NOV 20™-24™ 2005 AdAsia, Singapore

Now Malaysian Advertising Directory will be gathered online. If you're keen to be included, email your company details to amirul@ham.com.my and for ad booking email to angie@ham.com.my

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you come in." The Ogre THOSE who know me see me offered his Platinum Card as a lean, taut, energetic picture (he's an Ogre, not a bum) and of aging with astonishing grace ..."If you are an Ogre, you in an instant after signing the and beauty. (The accompanying can become a Prince.

But receipt, the surprising large picture of me was taken during Asian fella disappeared in a my Brontosaurus period.) So this be sure your fairy guru poof. article is nothing about me, or cares more about you The Ogre was pre­ any experience I have had, per­ cisely on time for his very first than your money, and has sonally. Really. Imagine this tale and FREE! - supervised about "Member Recruitment" as enough dedicated guru workout session, feeling an one in the fairy genre, particularly anticipatory joy so perfect his helpers to make your of the Grimm's variety. Construe scales were beginning to it further as a lesson about onedreams come true"... molt. "Wong, please", he said marketing gone wrong, on-one to the receptionist, with a shy with moral to follow. but happy smile. "Wong give Once upon a time, in a me my FREE workout."

(Ogres can't pronounce lush, tropical land, far, far away, there lived a "supervised".) grumpy, bulky, seriously unpleasant Ogre. He had "Oh, I'm sorry," the youthful, lycra-clad recep­ been grumpy, bulky and seriously unpleasant for tionist replied, "Wong is not here. In fact no one is far too long, in his opinion - and even in the opin­ here for your FREE supervised workout. Sorry." ions of his fellow Ogres.

The Ogre's next visit was a bit more productive.

Then one magical day, while scraping out Ogre He got his workout, and his minder seemed friend­ scum that clung to the underside of his great toe­ ly and caring.

After a rather embarrassing con­ nail, a fairy kung fu guru suddenly appeared with a frontation ("Shower?

Ogres don't take SHOWER!" smile and twinkle in his eye. "Ogre, my friend," the "Try it sir, you'll like it."), the Ogre, now freshened fairy guru said, "Have I got a deal for you! I will and dressed as much as Ogres can be, was met at transform you into the handsomest of Princes, not the reception by his minder.

But suddenly the min­ just until the stroke of midnight... but forever!" der melted, and from his pool of crimson red, came "SNORT", the Ogre replied, with unusual an even more surprisingly large Asian fella.

"Hello! enthusiasm. "Yes," the guru continued, "With no Let's talk about our Personal Training programme," enrolment fee and monthly dues, very, very lowlah!" The Ogre drooled, as his does throughout the the fella said with familiar dazzling smile.

This even more surprisingly large fella then day, everyday, which the guru mistook as "Show went on and on and on about all the truly Princely Me". With one crack of his magical num-chucks, possibilities that only a Personal Trainer can pro­ the guru transported his charge to a glittering world vide. Ten minutes later the Ogre finally interrupted of stainless steel, youth and blaring techno tunes.

After just one round in this spectacular kingdom, and said softly, "Stop. You had me at hello. You the Ogre was sold. "I want!", he croaked. "I want! had me at ... hello." Credit card. Signature. A No enrolment fee! Monthly dues, very, very low- Cheery Promise: "Your Personal Trainer will call lah!" At this precise moment, the fairy kung fu guru you for your first appointment." Then in a flash, the disappeared in a wisp of mauve smoke. Through entire glittering, magical kingdom seemed to dis­ these vapors emerged a surprising large Asian fella, appear before the Ogre's startled, vein-mapped wrapped in a skin of lycra and adorned with a blind- eyes. "PT.!", he cried. (Ogres can't pronounce Per­ ingly white smile. "But my good friend, Mr. Ogre, sonal Trainer.) "P.T., where are you!?"

To this day, no PT. has ever appeared before the wouldn't you prefer a membership with no limits? A poor, and now impoverished Ogre. Still, he hopes membership that can truly transform your Ogreness one day his PT. will come, perhaps carried confi­ to the Princely, manly-man you are destined to be?" dently to his doorstep by the fairy kung fu guru who After several computations, and alternative compu­ had promised so much, and delivered so little. tations well beyond the comprehension of a mere Ogre, or even Einstein himself, for that matter, the Ogre closed his eyes, straightened his wart-encrusted pointing finger and chose a plan.

"Excellent choice!", said the surprisingly large Asian fella. "Will that be cash or charge? And by the way, your choice comes with one FREE super­ vised workout session. I will schedule it for Satur­ day, say 3:00 pm? Yes? Just ask for Wong when

To Be Continued?

The moral of this story: If you are an Ogre, you can become a Prince. But be sure your fairy guru cares more about you than your money, and has enough dedicated guru helpers to make your dreams come true.

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Brand Feature BBY VIDHYA NAIR

Sweets for the sweet

A. Nagarajan, Vice President of Sales & Marketing Permanis with Michael Duffy PEPSICO International Regional Marketing Director,South East Asia at the official launch Lipton Ice Tea

OVER the years, tea has been a sign of class and sophistication. Tea is the only beverage commonly served hot or iced. It is easily avail­ able anytime, anywhere, for any occasion.

A hot cup with breakfast is commonplace almost everywhere. Iced, it's the quintessen­ tial lunchtime beverage. Ice tea has a 40% share of the global non-alcoholic beverage market. Retailers are adding tea depart­ ments or enhancing and upgrading their product selections as the tea market heats up.

Permanis Sdn Bhd, have launched their lat­ est innovation, Lipton Ice Tea. The launch marks the entry of Permanis into the ice tea industry as they strive towards thier goal of becoming a globally diversified total beverage company with an extensive product portfolio.

ADOI talks to A. Nagarajan, Vice President Sales and Marketing of Permanis to find out more about their new launch of Lipton Ice Tea...

Tell us briefly about yourself. How long have you been with Permanis?

I started in 1995 as a Brand Executive and moved all the way up to the position of Vice Presi-

EE 3D0IMARKETINGCOMMUNICATIONS

dent, Sales and Marketing of Permanis.

Where does most of our imported tea (black & green) come from? Are there special places in the world that are the heart and soul of tea agriculture?

Our teacomes from Sri Lanka, Kenya and China.

How does Malaysia differ in tea drinking com­ pared to say, the Europe countries? Are we catching up with the western countries or is coffee still our main morning beverage?

That question is more relevant to Unilever because they sell tea dust. We focus on purely ready-to-drink tea which is packed in bottles and can be consumed anytime. It's drunk chilled. I'll purely talk about ready to drink tea which is packed in cans and bottles.

As far as Malaysia is concerned the consump­ tion of tea in general has increased. People are much more health-conscious today and you see a slow shift of people into beverages which are per­ ceived to be good for the health. Tea is good for health because it has antioxidants. For centuries tea has been known as a pure, natural and calming beverage, which helps improve ones health in

many ways. That is why young adults today are turning to tea as an alternative method to unwind and relax from day to day pressure and stress. As for Lipton Ice Tea, it is made of the finest natural ingredients. It does not contain any added colour­ ing or preservatives. Lipton also contains antioxi­ dants that can help protect your body against neg­ ative effects of UV rays, cigarette smoke and other pollutants. It may also reduce the risk of developing chronic diseases, such as cancer and help prevent skin from premature aging. In short, this beverage will benefit our consumers tremendously.

So tea is good and the segment is growing.

Lipton Ice Tea was recently launched by Per­ manis. What is the total marketing expenditure for Lipton Ice Tea? It's about RM 6 million.

What advertising medium have you used to promote Lipton Ice Tea? It's a full-blown campaign. Above the line and below the line.

The marketing campaign includes press and a

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Brand Feature The response. The response was overwelming.

What is the figure like?

We close about 120 raw cases a month. For a start it's fantastic.

What are the biggest challenges you look for­ ward to?

To make sure that our price is competitive enough with other competitors and to ensure that consumers are able to buy our product.

Are you going to introduce any other flavour apart from Lipton Ice Tea? Oh yes, we going to introduce other flavours, all tea related. You will see lots more coming in a cou­ ple of months time.

Guest miggling & enjoying the refreshment at the launch.

30 second TVC that will be aired on all major tele­ vision stations such as TV3, NTV 7 and Astro. It is also supported by 3 different versions of outdoor media on over 46 billboard sites in Penisular Malaysia alone.

In addition, stores will be merchandised by exciting point-of-sale materials such as posters, flaglines, hanging mobiles, shelftalkers and wob­ blers that we have designed specifically for the launch of this new product.

Apart from the media campaigns, we have also designed display contests within the trade to cre­ ate greater excitment not only at the consumer level, but also at customer level. Various channel specific promotions have also been organised with customers such as 7Eleven, Megapavillion, and the various supermarkets and hypermarket.

Permanis will also be conducting nationwide ground sampling activities where consumers will have the chance to taste Lipton Ice Tea. We will also have a grassroot campaign driven by a nation wide SMS contest with fabulous prizes that include a trip for two to Sri Lanka. In addition, Permanis will also be having exhibition centres at various venues that will open to the public to help educate consumers about tea and its benefits.

Consumers will have the opportunity to sample our brand new Lipton Ice Tea and furthermore take part in fun activities and contests.

Can you elaboratre more on the full campaign?

We launched our campaign with aTV commer­ cial folllowed by a media press gathering at Lake Gardens. Then we had a month-long exhibition which moved from one place to another place.

We had a massive sampling exercise which is still going on today. We have given close to a mil­ lion cans nationwide. That's the best, holding a chilled can and drinking is truly a great experience.

The campaign went on until end of July. We also have a sampling exercise at supermarkets, where people get to try Lipton Ice Tea. Of course we launched another TV commer­ cial, which is the second version of the TV corn-

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mercial which is already on air now. This is what we have planned until end of July.

How well are you doing against your competi­ tors?

Lipton is really an established brand in Malaysia and many part of the world. Most importantly, our tea tastes better than any other drink that is avail­ able in the market. There is research to support that.

Current annual sales for tea-based products in Malaysia are equivalent to 26 million cases and the segment, on the whole, has seen a growth rate 9% over the past 4 years. Lipton Ice Tea is the most consumed ice tea in the world.

Globally, over 1.9 billion litres are consumed in a year. In a mature ice tea market such as Hong Kong and Tokyo, annual sales are at least 143 mil­ lion cases per annum. When we compare it to a developing market such as Malaysia, where only 26 million cases are sold, all we see is untapped potential.

In promoting Lipton Ice Tea, what was the biggest thing you weren't expecting?

Final say about Permanis's future plans.

Anthing new apart from Tea? We will be focusing on Lipton Ice tea. We are focusing on building the brand Lipton Ice Tea because we have seen very positive results and we are doing alot of activities. Our activation team is going everywhere.

You will see our umbrellas in strategic locations with the label Lipton Ice Tea and you will lot more Lipton coolers being placed and you will see Per­ manis focusing alot more on Lipton. In promoting and developing the branding the brand Lipton.

There will be lots more new products coming in. Some health related beverages and carbonated soft drink as well.

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BY DEAN JOHNS

SINCE Mark Waites and his partners Robert Saville and Stef Calcraft founded Mother in 1996 with just one client, the agency has made so many waves and won so many awards that it's almost frightening. Especially to some of the bigger, more bloated mega-agencies, this lean, mean creative machine must look like every nightmare come true. No squads of suits. No executive suites. No bullshit. Just a bunch of crazies in a former Lon­ don firestation (and now also an office in New York) setting the world on fire with some of the zaniest, funniest, hottest campaigns around for brands like Dr Pepper, Supernoodles, Magic and Typhoo tea.

Starting with the one that made Mother famous. The ITV Digital campaign starring a twofeet-tall knitted puppet named Monkey and its fat, lazy flatmate, Al. Within six months of the launch of the com­ mercials, Monkey was "loved" by 96% of UK TV viewers, celebrated on over 1,000 web fan sites, appearing on talk shows and at sporting events, and was eventually voted Favourite UK Celebri­ ty of 2001.

But ITV Digital went broke anyway, leaving

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..."I love awards, they are like horoscopes. Get a bad horoscope and it's bullshit, but if you get a good one, you believe it, that's the way it works. I don't get wound up, but I think they're a fantastic game of our work against your work."...

Mother without a flagship account. A gap it quick­ ly filled by winning the massive Orange telecom account in a pitch against M&C Saatchi, Bartle Bogle Hegarty and WCRS. On the subject of that and many subsequent victories, Mark Waites has said, "We give good pitch. What you see is what you get around here."

And he's been similarly forthright over the years about what he sees as the secrets of the agency's

success. Like truth and honesty, for example, both of which Mark insists are vital in establishing trust between both clients and the agency and the advertising and consumers.

Then comes simplicity. At Mother this means simplicity not just in the creative message but also in dealings with clients. The agency has no client-service people, who Mark says just get in the way of the agency's real work of solving clients' problems.

Another watchword of Mother advertising, Mark says, is reward. "We interrupt peoples' mag­ azine reading, radio listening, television watching, and even their lunchtime stroll with outdoor. Con­ sumers don't wait for our ads," he explains, "so first of all, we need to work hard to get their atten­ tion and then reward them for it."

About winning awards he's been quoted as declaring that "I love awards, they are like horo­ scopes. Get a bad horoscope and it's bullshit, but if you get a good one, you believe it, that's the way it works. I don't get wound up, but I think they're a fantastic game of our work against your work."

Then there's the issue of fame. Decrying waste of money on what he calls "wallpaper" or "whis-

MC2 Jury Feature

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DON'T LET A MOBILE PHONE RUIN YOUR MOVIE PLEASE SWITCH IT OFF

Title: "Verne Troyer"* Agency: Mother • Advertiser: Orange • Brand Name: Orange • Creative Director: Robert Saville, Mark Waites • Art Director: Luke Williamson,Yan Elliott • Copywriter:Yan Elliott, Luke Williamson • Director: Bryan Buckley • Producer: Kevin Byr

pering" advertising, he says,"Clients spend mil­ lions, so we don't have quiet campaigns - this is about making them famous, even with an online or sticker campaign."

Fame, or at least lack of it, is something Mark Waites need never worry about again, on his own behalf or that of the agency he co-created and now helps run.

But of course Mark wasn't always famous or on top of the world. Here, in his own laconic style, is the story of his rise from obscurity to celebrity: Waites in his own words.

Born in Leeds, England in 1962. There I got an education, an accent, and a football team.

Started my career at BMP in London. This was a good place to start a career as it was a place that cared, in the most part, about doing good work.

There I got my first taste of photo shoots (I was the World's worst Art Director back then), I did my first TV and produced so much radio that my partner and I were known as 'Radio BMP'.

We even got a D&AD award for a radio ad for Scott's Porridge Oats - collect 3 packet tops and get a pair of free ribbed tights (you can't make this up).

After that there were more jobs - Leagas Delaney (never work for evil dictators), O&M (never take a job for the money) and D'Arcy (never work for D'Arcy).

Spent 5 years in New York (Margeotes Fertitta & Partners, AmsterYard) from 1992-1997 with a 6 month break in the middle to ride a motorcycle from Alaska to Tierra del Fuego.

Returned to England almost 9 years ago to be one of 4 people that started Mother. There my cre­ ative partner and I have guided teams to many awards The best being a D&AD gold award (rarer than rocking horse shit) and an Emmy for an MTV campaign to encourage viewers to wear condoms.

Directed a short film (Seventy Two Faced Liar) that featured in about 60 film festivals around the World and won 'Best Short Film' in several of them.

Still proudly Creative Director at Mother - also a place that cares about doing good work.

Mark Waites will be speaking at the MC2 Recharge Seminar on August 25.

To book your seats, call Angie on 03-77262588 or email angie@ham.com.my You can also visit for details.

3D0IMARKETINGCOMMUNICATIONS EE

Direct Marketing

M i rrrm Dollar Niche

I recently conducted an interview with Rosie Hong, the Managing Director of Rapp Collins, a leading direct marketing and customer relationship management firm. Rosie talked about transforming businesses to be more efficient, to be better connected and do a better job for their customers. She explained her style of leadership and the art of positioning an agency to maximise results.

How has Rapp Collin's message changed over the last 4 years, or has it?

We strive to be a premier and leading CRM/DM agency 4 years ago, and today we still share the same vision and mission.

How has your agency/client relationships changed over the past 4 years?

Much like human relationships, agencyclient relationships are based on trust and under­ standing and the ability to attain results. Some of our clients have been with us since our incep­ tion; these includes Volvo, Taylor's College, Perodua and UOB. They have been our pillar of support and the raison d'etre for Rapp Collins' existence.

I would also say that our clients have become more demanding, and we ourselves have had to become more adapt at making bottom line justifi­ cations to our clients'marketing expenditure.

Where do you think you will be in 5 years?

Well, I hope we will grow from strength and continue to serve existing loyal clients well in better ways. We have much more to achieve in terms of quality improvement, overall operation management, creative brilliance and staff development.

And, of course, I hope Rapp Collins will continue to win a lot more creative and business strategic awards, be a prominent player in the CRM and Direct Marketing fields and grow in business size and revenue.

I would also like to see the industry maturing.

Whilst some clients have progressed to

EE 3D0IMARKETINGCOMMUNICATIONS

understand the importance of CRM/DM as a strong component within a integrated market­ ing campaign, it saddens me to see that cur­ rently, some still think CRM or DM is secondary to all other advertising and marketing disciplines.

How was the year 2004/05 for the direct marketing?

It has been a promising year. We have wit­ nessed many CRM/DM specific pitches requests than ever before. We see a few new CRM/DM play­ ers in town to serve the market demand.

Clients are also spending a bigger slice of pie in terms of marketing dollars in CRM/DM from the overall marketing budget.

Looking ahead, I believe this positive trend will persist as customer segments become more tar­ geted. Media budgets have to become more accountable to avoid media waste, and marketers are looking at maximizing returns on ringgit - own­ ing customers and not just acquiring them is becoming a more important reality.

How did Rapp Collins fare in 2004/05? What are the achievements and what are the dis­ appointments?

Highs - business growth, 40 percent growth 2004 vs 2003, 35 percent projected revenue growth 2005 vs 2004. Setting up of a 25-seater inhouse call center and also winning 3rd place in 2004 DMAM. We also won quite a number of excit­ ing accounts including Mattel, Astro, Land Rover and Fisher Price. Rapp Collins also won a few Power Suits Awards so that is really nice.

Lows - staff attrition (an industry norm, but it hit us pretty hard last year), and the need to show greater achieve­ ments in the creative awards arena.

What philosophy that helps Rapp Collins grow from strength to strength?

Rapp Collins' philosophy is a "fusion" of 3 sets of values - our Chairman, Datuk Vincent's entrepre­ neurial values, the Rapp Collins corporate culture and my personal value system. Datuk Vincent Lee inculcates the philosophy of treating the clients as friends, understanding them and their brands. With­ out this, one basically will not have the passion for the business. Datuk Vincent Lee, a veteran in advertising and communications, is constantly challenging us to go beyond the norms and stan­ dards. The Rapp Collins corporate culture is one of excellence in strategic thinking, planning, operation processes and best practices in the work and cre­ ative development. I believe in embracing strong interaction with my team, believing in their capabili­ ties and try to help them attain their career excel­ lence. Team unity, passion for the love of communi­ cations and creatives and good relationships arethe key essence of my value system.

I also believe there must be a small streak of competitiveness in all of us, not to triumph over the enemy but to propel and drive ourselves harder and higher all the time. But my most important personal value of all is trust in God in His grace and provision!

What does the future have in store?

The future is definitely full of potential. For Rapp Collins, I trust that we will continue to grow from strength to strength in terms of revenue and size of operation and our clientele base.

For the industry, I predict we will continue to see a few more direct players coming into the mar­ ket and CRM/DM as part of integrated campaigns or a stand-alone marketing process becoming stronger and stronger.

What are the personal challenges that you would look forward to?

In addition to growing Rapp Collins locally:Firstly, to take on some form of regional responsi­ bilities to help to grow and strengthen the Rapp Collins network and presence in Asia Pacific.

Secondly, play a key role in the local Direct Mar­ keting Association of Malaysia (DMAM) to help develop the industry, be a voice of the industry, cre­ ate greater market visibility and be an advocate to recruit more DM practitioners.

Thirdly, to continue to balance well my role as the MD of Rapp Collins, wife to my husband and mummy to my growing and boisterous sons.

[Laughs], this one is the biggest challenge of it all!!!

.

HOUSEWWES ©Touchstone Television

Tuesday, 10.30pm

Golden Globe Awards 2005 Screen Actors Guild Awards 2005 People's Choice Awards 2005 Golden Satellite Awards 2005

People's Choice Awards 2005 Golden Globe Awards 2005 Nominee

Tuesday; 10.00pm

AD Women

LOOKING INSIDE AND AWAKENING •BY VIDHYA NAIR

IN an interview with Khoo Kee Suan, CEO of Bozell Worldwide recently Kee Suan differentiated Bozell from its rivals and talked about where the agency will move on in the future. She explains not only the business side of the company she steers but also the human story behind her company's suc­ cess and her personal one.

Tell me about yourself. How did you start your career?

I studied for Biochemistry. I didn't plan a career in advertising, I stumbled into it. My first job was with a company that produced a now-defunct line of cosmetics and toiletries, but it gave me an insight into the world of advertising.

My first real taste of the advertising industry started with Ronald Quay & Associates. I left it to join Leo Burnett where I was whipped, tortured and suffered no end under the formidable Geraldine Wong (first Malaysian lady GM of an international ad agency - someone I love dearly). Thereafter, some 23 years with Lowe (then Lintas). I worked on a myriad of accounts. I remember the FMCGs such as Unilever, Nestle, Johnson & Johnson, Ovaltine, Lee Kum Kee, Quaker, etc but I consider the time I spent with HSBC one of the more challenging and satisfying. I left Lintas in April 2003, felt it was a good time to call it a day. Or so I thought, because after 5 months: I was enticed back into a 3 daystrategic planning consultancy role with Bozell.

This lasted 11 months. I eventually took this appointment as CEO in November 2004.

Give us your thoughts about Bozell over the years?

If it's one thing that has been consistent about Bozell all these years, it's the culture of the compa­ ny. Great pains were taken, and still are, to preserve a close, family feeling amongst the staff; mutual respect amongst departments is evident, and teamwork has to be one of its greatest strengths.

The very reason why I chose to take on the position of CEO had a lot to do with the people I worked with and to whom I report. Very simply, I like and believe in them.

We've always been a very good, strategic agency. Some of the best thinking here has built

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great brands...did you know we created the lines "Boh ada ummph!", "VROOOM Power (Shell) , Dumex's "Grow like a Champion" and "Jom Pizza?" which underscored many other past mem­ orable campaigns. We continue to deploy a lot of time and energy into planning, with the ultimate aim of creating disruptive, memorable campaigns.

We've done some great creative work in the past for Celcom and Carlsberg. At the moment, we are undergoing a kind of rebirth; adding new clients, creating new campaigns for them. I believe we have one of the best Malay teams in town...that's how we won the pitch for Astra's Malay Channel, when we demonstrated how intrin­ sically we understood the psyche of this target.

Who do you consider to be the people you look up to in business and also personally?

Visionary women like Pat Liu: look at the way she has created her own brands and grown them successfully into a retail empire. And of course Yasmin Ahmad - she is already well acknowledged for her strong creative skills and keen observation and understanding of people behavior, but I admire Yasmin also for always being so warm, funny and charming.

I have this incredible respect for Nicole Kidman.

I just love the way she bounced back from her per­ sonal crisis, became recognized through her own effort, managesto look incredibly beautiful and stay so dignified. Most of all, she comes across as sen­ sible and REAL. The Dalai Lama -1 am in awe of such a great man capable of such compassion and wisdom.

Paulo Coelho, whose book, The Alchemist, taught me that everyone can master and fulfill one's destiny. His book Warrior of the Light guides me as to how to live, think and act.

And on a personal level, two of my closest friends - one in Melbourne and another who sits at her desk at NST. My friends mean a lot to me; they are my life-line.

What have you been up to lately?

Rebuilding the company. Looking at getting the best people. Making sure we do right for our clients. Getting great campaigns out. Going after new business. Managing finances. Projecting and forecasting budgets and targets. Actually, you get the drift...pretty boring (but yes, very, very challeng­ ing and stressful) stuff, when it comes to work.

When there is that little time out, adding to my Barbie doll collection (limited editions, nothing less) and my shopping bag collection. I enjoy shopping - it's the best therapy on earth!.

The one regret I have coming out of a 3-day week into a full time job, is that I have been unable to continue the little volunteer work I did with Hospis Malaysia. Working with the dying is a humbling experience...it brings one back to the reality and meaning of life.

Tell me more about your other life? What do you do?

After I left Lowe, I decided to enroll in a floristry course. I've always loved flowers, and initially it was just to learn something new.

But soon it became an income generator, and more importantly it got my right brain ticking so good, I thought, "hey, I think I'm turning out to be pretty creative for a strategic planner!" When I returned to advertising full-time (and in a CEO posi­ tion), many of my friends expected me to give it up.

But it's impossible to give up something that is stimulating and fun, and wonderful in the way it makes people smile. I've never had a single per­ son who didn't smile nor feel good receiving flow­ ers, no matter how badly put together.

More importantly, it's a great way to de-stress.

I continue to have steady orders for flowers and gifts, and birthday cakes (I only do children's birth­ days) and oh yes, wedding planning - the stuff that dreams are made of....

What are your priorities for the coming millennium?

Oh God, that's kind of far ahead. I don't think I've thought further than next week. But if you insist, my priorities have never changed. It's always been about the people who work for me and for whom I work, and how to ensure that it's still good for them.

And of course, there'll come a time when I real­ ly have to prioritise my two girls, and my often-neglected, dearest husband who's incredibly and won­ derfully supportive. It'll mean making the decision to quit this business at some point and being there for them, for a change.

Anything else you would like to share with our readers?

I'm a believer in God [winks] - coincidence is the way Divinity works, to bring about our life's jour­ ney and experience.

I'm also a great believer in karma - the simple equation of cause and effect.

So I guess the thing I'd like to share is, this is our one and only life - it's important how we live it, and it's more important we understand why we are living it.

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WHEEL CLAMP To prove the 'BUILT TOUGH' philosophy for oil of Forth 4*4's, a handful of Ford Ranger* were fitted with wheel clamps (Front & Bock) and were drivenaround the city. Ata quick glance,pedestrians and drivers alike were astonished to tee the toughness of a truck which hod been damped and had actually broken free of the restraint ond steadily continuing its journey.

HOW THE CtAMP WORKED

SINCE its big bang with the Cannes Grand Prix last year, JWT has renamed and rebranded itself as prescribed in the agency's ijfebal rebranding book, known in-house as The Manifesto. "Time." t^s^^^pnt declares, "is the new currency." The proposition being that only outstafQpj deas will buy enough of consumers' time for them to focus their attentionon clients' brands, and that the better the idea the more time they will spend. With such huge changes to manage and promises to keep, how is the agency faring in Malaysia?

Very nicely indeed it seems. Far from resting on its laurels after last year's Cannes coup, JWT Malaysia appears to have gone from strength to strength.

Flexing its creative muscle to build a broader, sturdier base for for even greater future success. Its ambient! campaign for Scott Kitchen Towels, Super Absorbent - Fountain may have wowed the Cannes jury only enough to make it as a Finalist, but it certainly grabbed the attention (and bought the time) of passers-by in the square. Its Ford Ranger commercial Wheel Clamp captured

a Gold at AdFest and a Bronze Lion in Cannes. And the agency grabbed the Best of the Best at the 2005 Times International Chinese Advertising Awards with the TV commercial Subtitles for Channel 9.

And as the awards have kept coming, there's apparently been even more going on behind the scenes. Edwin Leong, Deputy Chairman and Executive Creative Director of JWT Malaysia says he and his teams have been devoting most of their time to "focusing on clients' brands." Brands like Tiger Beer, for example, the account that the agency won in a pitch in April, and on which it's been working on virtually round-the-clock ever since. And the new Nestle brand, Trophy, for which JWT has created everything from the name to the packaging and positioning.

Other agencies may have been equally successful this year, and even per­ haps as deserving of rec ignition this month, but surely none havp been more

Product, packaging, name, research) concept, visibility solutions advertising...together we did the works - JWT Because there is more to building business and brands than what's mentioned in the agency manifesto (if there is such a thing)

The Results 10% above projected sales target. And in perspective, 3 x sales to the nearest competitive offering in half the time (6 months reading) ^ The People 1 NESTLE ICE CREAM is part of the NESTLE PRODUCTS SDN BHD ' family and is the business unit responsible for brands such as NESTLE DRUMSTICK®, NESTLE MAT KOOL® and NESTLE LA CREMERIA™. NESTLE ICE CREAM is the market leader in the ice­ cream category.

Together with the team at JWT and MindShare a revolution was created in the name of NESTLE TROPHY™ The Work From packaging... To point-of-sale material to TVC and Radio.

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If there were MC2 Awards for best trophies we'd be clear winners.

We're Malaysia's No. 1 suppliers of trophies, plaques, premiums and gift-with-purchase and promotional items.

Winners not just in creativity and quality but also choice, cost-effectiveness and delivery on deadline.

• BY MONICA WONG

The world's first 6-star hote "Animal Hotel" MASKargo To announce the relaunch of Malaysia Airlines'cargo services for animals and generate enquiries, we sin the facility as the world's first 6-star hotel for animals.

SINCE its launch in March only five months ago ARC Worldwide has made a considerable impact in the international awards scene, winning metals almost everywhere from AdFest to New York Festivals. ARC or ARChitecture™ may be a very young organisation, but the teams behind it are seasoned professionals in their fields, having been global players in LeoPR, l-Lio and all the other busi­ nesses now under the ARC umbrella.

Or rather inside the ARC mobius circle, the symbol of ARC'S fusion of cre­ ativity and accountability into what the company itself calls Practical MagicTM. And now, with the illustrious Tan Kien Eng on board as Executive Director of ARC Malaysia, there's even more magic in the air. I would like to share our recent chat with the elusive, unassuming Kien.

Advertising was not Kien Eng's first choice of career. In fact he first tried var­ ious occupations including that of a roadie for a rock band in Australia. He final-

EaaDOIMARKETINGCOl

Kuala Luwpfeioynyention Centre (KLCC) A direct mail pack tpAs given out prospects during convention exhibitions to V promote the KL Convention Centre as the ideal conventiondestination. A box contain­ ing a batik napkin encased in a Seiangor pewter napkin ring,a candle Sfiaped after a hibiscus, and a leaflet gave recipients a sneak preview of fascinating Malaysia.

people squirming as he and a panel of other creninaries scrutinise and judge their work for gtive Circle (MC2) next month. greme personal achieve-

to make my team famous". I hood of his achieving this c the rising stars and

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wide. Lastye Cannes Gold Lion, a Award at New York Festivals, three Silver Echos International Awards and 14 other metals ar 13 merits in five other interna­ tional and three local award shows. No wonder he's lost count of the total awards he's won in all 17 years of his career. or animals.

And somehow he's also found the time and energy to serve as the Country Chairperson repre­ y repositioned senting the John Caples Interna­ tional Awards for Malaysia and Singapore.

Now he's kicked into even higher gear, takingon the combined roles of ED and ECD of ARC Worldwide, Malaysia, and in less than a year he's not only won awards for ARC, but also led his team to victory in re-pitches for the Malaysian Airlines Online and Malaysian Airlines Enrich Creative Pro­ gram accounts.

He is now en route to creating his vision of the perfect ARC: an organisation that offers seamless total solutions and achieves the kind of results and reputation that competitors fear and clients love.

And meanwhile he'll have lots of creative

Drive safely tills Mi3ay $mm, Or do all your merry-making at Sunway Lagoon Resort Hotel instead.

"Roll-over Santa" Sunway Lagoon Resort Hotel

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a Christmas promotion offering a room discount if you wined and dinedat the hotel.

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3D0IMARKETINGCOMMUNICATIONS M

BUYING REEBOK Adidas Solomon will acquire Reebok International Ltd in a US$3.8b deal including a net cash of US$84m. It's mar­ ket share now stands at 28% of the glob­ al US$11.5b athletic shoe market,inching closer to it's rival Nike's 31%. This deal is expected to be sealed in the first half of 2006.

NEW CHANNELS ON ASTRO Astro Malaysia's only Satellite tv plans to spend about US$75m over the next three years to develop its own and joint ven­ ture channels.The focus of the new chan­ nels (including the US$25m venture with SunTV in India) is on Malay, Mandarin and Indian languages. This is part of their service expansion plan as Measat-3 pre­ pares for its launch later this year.

SAMSUNG TRUMPS SONY In a reversal of fortunes that has been building for years, Samsung has for the first time overtaken Sony in the annual rankings of Interbrand's Top 100 Brands list. According to BusinessWeek, Samsung has taken Sony's No. 20 spot this year, while Sony dropped to No. 28. Sony, in fact, topped the list of companies that lost the most brand value, dropping 16%, more than any other company in the top 100, while Samsung made top five of companies whose position climbed high­ est, with a 19% increase in brand value.

NEW IDEAS FOR GLOBAL CAMPAIGN Coca-Cola Co. is picking the brains of eight agencies to create a big idea for a global integrated campaign. The agency teams are led by WPP Group's Ogilvy & Mather and Berlin Cameron/Red Cell, both New York; Publicis Groupe's Publicis Worldwide, Paris; and two independents, Mother, London; and Wieden & Kennedy, Amsterdam DDB INTERNATIONAL HAS MOVED from Kelana Jaya to Level 8, Menara John Hancock, No. 6 Jin Gelenggang, Damansara Heights, 50490 KL. They can now be reached at Tel: 03-20947199 (Hunting) HUNTING HEADS The carikerja.com / jobstreet equivalent of the Marketing, Communications and Creative Industries, Aquent launched in KL recently. This makes almost 70 branches in 14 different countries in the Asia Pacific Region. Hold on to your employees!!

IT is estimated that around the world women either make or influence 80% to 85% of all consumer pur­ chases, and that they exert powerful word-of-mouth influence on their friends, co-workers and extended families. The power of the purse is just as evident in Malaysia, and according to MindShare, Malaysian women are smart shoppers: 77% of them look for best quality at best price all the time, and only 51% look at brand first when buying a product." In fact, says female marketing guru Faith Popcorn, "a woman is look­ ing for a brand to join, not to buy. Connect her with other female consumers, be as honest as you are effective, help her to integrate her multiple lives - and she will stay with you forever. She will also tell her friends about you, and they will tell their daughters. Women are three times more likely than men to rec­ ommend a product." So how do you most successfully and cost-effectively woo this highly influential but fickle female customer? That was the subject tackled by a star-studded line-up of speakers at last month's Marketing to Women Seminar organised by Sledgehammer Communications at Mandarin Oriental KL. Michael Hawkins, General Manager, TNS Asiapanel, Malaysia, in his speech Delving into Women's Shopping Baskets, stressed that women are the most important group of consumers in considera­ tion of the marketing of products. "Women are a complicated lot," he said, explaining that a survey of 3,000 Malaysian housewives reveals that with smaller households, less spare time, a growing middle class and fewer shopping trips to larger stores the traditional division lines of Malaysian women are beginning to be blurred.

The Kuala Lumpur Convention Centre is equipped with data network systems, wireless LAN, broadband, 3G telecommunications, electronic voting systems, data projection, AV production and editing facilities.

(We've got big, fat markers and layout pads too.)

The gigantic Kuala Lumpur Convention Centre opens its doors to the world.

Easily accessible in the KLCC precinct, one of the world's most advanced, purpose-built meeting and exhibition centre promises to be the perfect venue for any event, big or small! Even if you aren't tech-savvy. To know all about it, visit www.klccconventioncentre.com or call (603) 2333 2888.

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While Chinese shoppers still tend towards the big pack deals, buying two litres of shampoo to clean only three heads thanks to the 25% discount, and Malay shoppers still tend to buy more than their share of sugary items on offer, there are new breeds of women out there with more complicated needs.

He said that the five key trends for marketers to bear in mind are health, convenience, retail environment change, value for money and personal indulgence.

Are Asian women really that complicated?

Yasmin Ahmad, ECD of Leo Burnett and writerdirector of the award-winning movie Sepet, in her presentation Miss Understood, said that Asian women generally want what all women want.

The difference, she said is that "We want it in our own peculiar Asian ways. We want to be under­ stood. To be liked. Not to be put on pedestals, or treated like lesser human beings, but as equals."

Echoing David Ogilvy's famous dictum that "The consumer is not a moron: she is your wife, she added that marketers don't have enough respect for the average woman, who is, after all "the CEO's mother, wife, sister or daughter."

Sheila Luis, Managing Director of OVA InterBrand and Dharma Somasundram, Creative Direc­ tor of OVA InterBrand jointly presented on the disci-

plines necessary-Jcrtf^aSng and managing brand value and outlined the six tasks of brand building with special reference to the female market.

Do women's minds work differently from men's?

Psychologist Dr. Goh Chee Leong asked and answered this question in a presentation entitled, Men are from Mars and So are Women. Dr. Goh said that men and women are becoming more sensitive and appreciative of one another as they begin to understand the differences between them.

The reverse side of this trend, however, is that society in general is adopting many gender personality stereotypes which crystallises the difference between genders. Many peoples still see women in terms of stereotypes like emotional, sensitive, social, conforming, petty, neurotic, dependent even sub­ missive. Now the challenge for marketers, said Dr. Goh, is to sell liberation. And not just financial and vocational liberation, but liberation of the personality.

In her paper Why don't you understand me?

Managing Director of publisher ACP As/a, Julie Sherbon, asked why so many marketers still persist in propagating dated, stereotypical images of women and palming them off with unimaginative advertising messages. She then presented research findings from Malaysia's best-selling English-lan­ guage magazines, CLEO and The Malaysian

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Women's Weekly, showing how the modern Malaysian woman perceives herself, what she wants from life and how to influence her decisions.

Then followed a discussion around the topic Why women buy what they buy among a panel comprising Chan Boon Yong, Managing Director, Carat Club; Jacqueline Pereira, Publisher, VIDA! Magazine; and Dr, ClaraChee, Founder andChairman, Clara International Beauty Group.

Jopa Malantic, the 25-year-old marketing whiz whose talents, energy and drive have propelled P&G to the forefront of marketing in Singapore, pre­ sented the Tale of Two Queens, a series of reflec­ tions and insights into marketing to different types of women, plus an overview of his latest Take Off cam­ paign for the Head & Shoulders brand.

The day concluded with Opening Pandora's Box, a presentation by honoured guest speaker, renowned plastic surgeon Dr. George Varughese, who made the point that the quest for beauty is as valid as the search for values like truth and faith, in that it is an essential part of the definition of self. A plastic surgeon, he said, delves into and changes a person's persona by alter­ ing shape. He then explained how responding to and fulfilling primeval wants and desires without overstat­ ing the benefits makes marketing to women (and to men!) so endlessly fascinating.

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THERE was a time in Australia, U.K., and the U.S. in the late sixties and mid seventies when at 30 some­ thing you would splash out on ether a Porsche 911 or a Harley Davidson and most people thought you were trendy, belonged to the Hells Angels or worked in Advertising and had a small sex organ.

But now, after reading a recent report on the average age of a Porsche owner or a Harley David­ son I came to the conclusion that I am now once again in the age group to splurge on one of these fine machines, the reason being that I have reached that section of people aged 50-plus who now indulge themselves in spending their hard earned cash on things they enjoy.

Recent data on consumer profiles reveal that these days the average age for a Porsche owner is 52 and 48 for a Harley Davidson rider.

In fact it seems that the older generation now has more money to spend than the younger ones, and not just on Porsches and Harleys.

In the USA 80% of all luxury cars are bought by people over 45. In Australia people aged 40-50 hold an estimated 38% of total household hold wealth 33% more than in 1986.

Between 1986 the affluence of the 40+ age group almost doubled, while 25 to 29 year olds' share of national wealth declined from 27% to19%.

So when next you see a gray haired gentleman hurtling down the road in a Porsche the chances are he is not driving his sons car, he's just indulging him­ self in life's little pleasures, expensive they may be.

And the typical Harley Davidson rider is no longer along-haired greaseball who may look like he belongs to the Hells Angels, but a corporate high-

m aDOIMARKETINGCOMMUNICATIONS

The money goes to the greys.

•BY MANFRED KNUTH manfredknuth@hotmail.com

..."These days the average age for a Porsche owner is 52 and 48 for a Harley Davidson rider"... flyer or early retiree of 50+ plus who has seen the kids through school and now wants to enjoy some of his hard-earned cash.

There is also quite a high likelihood that he has a lot of empathy with the characters in the Easy Rider movie which first screened some 40 years ago, or up to ten years before the average marketer of today was born.

So how would he sell a Harley Davidson to the

average prospect for this venerable brand these days? Where would he get his point of reference?

What would he know about the culture of the Born to be Wild-style music that every biker of that Viet­ nam war-protest era was weaned on?

The point is that we have an increasing older population world wide with more money than ever and a growing inclination to spend it now rather than leave it to the kids. Who can best communicate with this group? Who can understand its drives and desires?

The average marketer is aged under 45, so by definition he hasn't yet had the over-45 life experi­ ence. Precisely the experience required for the kind of understanding that powers and sharpens com­ munication.

Let's face it, most marketers of today probably imagine 911 has more to do with Al Qaeda than a sports car first released back in 1963. Simply put, you really need to have been there, or else you're an under45 or even under-35 trying to reach an audience with which you have no empathy. You dont even have any idea how embarrassing it is recall a time when you actually thought it was cool to wear bell-bottoms.

Jen

studio A

Apple Solution Experts Consultant

Think action. Think Jen Siow visit, www.jenstudio.com

Jen Studio

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

Sponsorship

WORLD-CLASS events can etch a multinational's product or marketing message in the minds of its audience. That's the bait that Asia Promote Ventures, the organisers of the 2006 International Equestrian Federation (FEI) World Cup Jumping Final event, are dangling to attract potential sponsors.

More companies are now recognising the impact that special events can deliver. For the World Cup Jumping Finals, to be held in Kuala Lumpur from 26 - 30 April next year, APV is targeting spon­ sorships worth in excess of RM25 million, a sub­ stantial percentage of which will go toward defray­ ing costs for logistics, staging and prize money.

"Event marketing is expanding on an exponen­ tial basis, and an event like the World Cup Jumping Finals provides a unique platform for sponsors to gain exposure with the widest possible reach, both locally and internationally," says Peter Winton, CoPrincipal, Asia Promote Ventures.

Events are no longer viewed as merely social functions. Companies are more willing to invest in an event because it fulfils a business purpose whether supporting a marketing endeavour, high­ lighting a particular product, or positioning a com­ pany's image.

The World Cup Jumping Finals, the equestrian equivalent to Wimbledon, World Cup FA Finals, or the Fl Grand Prix, will make its mark in Malaysia for being the first time the event is staged outside of Europe and the United States.

The event is expected to be broadcast to 128 countries around the world with a potential reach of 500 million viewers, and will feature the best 51 rid­ ers and over 100 horses from 71 countries.

'There's a tremendous amount of promotional

m 3DOIMARKETINGCOMMUNICATIONS

opportunities an event like this offersto companies," suggests Winton. "Companies with a creative edge can use the World Cup Jumping Finals as a platform to make their products come alive in a personal way because it is an activity-driven event."

Winton adds that companies can also use the event as an advertising medium to promote their products and services - and as an opportunity to network with other corporate bigwigs.

APV is targeting a broad cross-section of catagories, ranging from telecommunications, automotive, consumer electronics to fast food restaurants, airlines, oil and gas, timepieces and banks to beverages as potential sponsors for the event. Malaysia has solid credentials in staging an event like the World Cup Jumping Finals given its experience in organising such world-class events as the Commonwealth Games, the F1 Grand Prix and the Tour De Langkawi - and dating all the way back to the Muhamad Ali-Joe Bugner boxing match in the early '70s.

"Companies that have more integration within their set-up are going to be the biggest beneficiaries," notes Winton. "Events are an effective marketing tool, and they must be integrated with other tools - mer­ chandising, advertising, promotions, public relations, customer relationship marketing programs, direct marketing - to enjoy more bang for their ringgit."

Winton adds that reaching a consumer's emo­ tions is a key buy-in for sponsors. Imagination, he says, is a big part of the play.

"We're not just looking for sponsors," says Win­ ton. "We want active sponsors with an ability to cre­ ate and participate in a bandwidth of activities that embrace the event as a whole."

Mendahului dengan isu-isu semasa Ahead with the issues

UtUsan

corbis READY...

GET YOUR METRO-GOLDWYN-MAYER STUDIOS INC. (MGM) and Corbis have sealed an agreement to leverage MGM's world-renowned movie moments through Corbis. The deal grants Corbis the right to license MGM's motion picture and still image library for editorial and commercial use on a global basis.

Under the terms of their strategic relationship, Corbis' advertising and editorial clients around the world can now license the most recognised and beloved moments in cinematic history from films such as the Rocky series, The Pink Panther series, the James Bond series, Legally Blonde, Fargo, and Silence of the Lambs, as well as MGM's film library of more than 4,200 titles. The arrange­ ment provides creatives with simple access to the footage and stills and the rights clearance servic­ es necessary to use them in editorial and com­ mercial advertising projects.

"We are very excited to partner with Corbis," said Travis Rutherford, Executive Vice President, MGM Consumer Products and Location Based Entertainment. "With the unprecedented depth of the MGM library, combined with Corbis' exten­ sive global relationships with promotional, adver­ tising and editorial communities, this partnership will make us a powerhouse in commercial and editorial licensing."

..."We are very excited to partner with Corbis"...

"From Some Like It Hot to Fiddler on the Roof, MGM motion pictures and television series are recognised around the world," said Gary Shenk, Corbis Senior Vice President, editorial image licens­ ing and rights services. "We are enthusiastic about the opportunity to offer advertisers around the world a unique new way to tell their stories using these well-known clips and stills."

Corbis launched its rights representation service with the earlier announcement of partnerships with the Andy Warhol Foundation for the Visual Arts and Marvel Enterprises, Inc. and the acquisition of the Roger Richman Agency. The Roger Richman Agency represents more than fifty of the world's most-recognised personalities, from Hollywood leg­ ends such as Mae West and Steve McQueen to well-known innovators including the Wright Broth­ ers, Einstein and Isaac Asimov. As the world's largest rights clearance provider, Corbis handles all licensing aspects for its clients, including the clear­ ance of celebrity and music rights.

• www.prsfilms.com *

Suzuki "SWIFT" Agncy TBWA-ISC/Msd*ysia •f)»m*wjusan Woon

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Graduation BBY VIDHYA NAIR

INSTITUTE ADVERTISING COMMUNICATION TRAINING CONVOCATION 2005 23 JULY 2005 •PlMi-Q MFDI A SDN BHD POS AD SDH WD "Tit 08EAL MALAYSIA SDK BHD SIN CHEW MfDIA CORPORATION BHD •WSAHN • ER^(Ml SDN BHD SOUTHERN LION SDN BHD NAGA DDB SDN BHD STAR PUBLICATIONS iM> BERHAD PANASONIC MALAYSIA SDN BHD UHftlVI* <»> HCUM* SDN WD PDQ GROUP SDN BHD UTUSAN MEDIA SALES SDN BHD FOUNDED ENDORSED AND TAUGHT BY INDUSTRY PROFESSIONALS

IACT Academic Award Winners with faculty members & distinguished guests.

MS^UTE ADVERTISING COMMUTATION TRAINING m CONV<4E"ION M} m * W 23 «r 2QOIW W 1 ID *1 2 m AD SOW M

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IACT 2005 Graduates with faculty members & distinguished guests.

CONGRATULATIONS! GRADUATION day is a day of great relief, as stu­ dents take their next step into adulthood and start a new phase of life. Institute Advertising Communi­ cation Training (IACT), held their graduation cere­ mony on July 23 at Eastin Hotel Grand Ballroom.

The graduation ceremony began patriotically as all the guests sang the National Anthem for the open­ ing ceremony. Around 300 graduates, lecturers, proud parents and guests gathered to witness the momentous occasion. It was thrilling \p see the excitement among the parents and large number of extended family.

Institute IACT initially started as a joint initiative of the Education Committee of the Malaysian Advertisers' Association (MAA) and the Association of Accredited Advertising Agents, Malaysia (4As) in the early 1970s and progressed to a full-fledged Education Institute in 1993. Founded and endorsed by the MAA and 4As, Institute ACT has

m aDOIMARKETINGCOMMUNICATIONS

more than 25 years of experience in training and education.

During the ceremony, graduates of IACT were awarded with a Diploma in Advertising from IACT and an additional Diploma in Marketing Communi­ cations from IAA. A total of 80 graduates who suc­ cessfully completed their two and a half years Diploma in Advertising/Marketing Communications course at IACT received their diplomas from Datuk Vincent Lee, Chairman of IACT and Mr Lee Kok Leong, Executive Director of IACT. IACT and academic sponsors further awarded 25 top achievers for their academic excellence in various Advertising/Marketing Communications examination papers. According to Hor Suet Foong, Assistant Program Manager of IACT, "The aca­ demic awards were meant to reward students who have put their efforts in their studies and to moti­ vate the current students to achieve the best

results. We also would like to thank the sponsors for their support," she added.

Syabas to all the graduates! Ezra Low Yong Yau was awarded the best student for class IAA52 and overall best student for 2004/2005. He was also awarded for best subject in Corporate Communi­ cations. Ezra received a full scholarship from IACT and Auckland University of Technology (AUT) and is currently pursuing his first semester in Bachelor of Communication majoring in Public Relations in Auckland, New Zealand.

The depth of knowledge and practical training received at IACT is evidenced by the numerous academic achievements of its students locally and internationally.

Over the years, IACT students have received a range of awards in local and international industrystudent competitions such as the Kancil Awards, Adwave and InterAd, among others.

IP*-

•• • *. •

1.

• • ••••

••• •

•••••••••••• •

• .• ••

»•••• • • •

ADVERTISING frontliners have gone head-to-head in competition with each other again thisyear at the only non-creative award show in Malaysia - The Power Suits Awards. The best and brightest Group Account Directors, Account Directors, Account Managers, Brand Planners and upcoming Young Suits from some of the top agencies battled it out for the ultimate client-service prize, Power Suit of the Year, otherwise known as the Peter Beaumont Award in honour of one of the greatest Malaysian Suits ever.

After scrutiny of the testimonials submitted by agency heads only a handful made it to the final race. The chosen few were then given just one chance to shine in a face-to-face interview with a panel of leading and very demanding - clients.

The 2005 Power Suits Awards judges made-up two panels. The first, tasked with selecting two candi­ dates for each of the Young Suit and Account Manager categories, comprised Bharat Avalani, Communi­ cation Channel Manager, Unilever Malaysia; Winnie Khor, Marketing Director, Johnson & Johnson; V Kanesan, Group Head, Corporate Communications, RHB Bank; Zainuddin Mohd Noh, General Manager - Group Corporate Affairs, F & N Holdings; William Tye, Senior Brand Manager, Glaxosmithkline; and Steven Mak, Manager- Advertising & Promotions, DiGi. The second panel of judges consisted of Aparajito Ram, Country Marketing Director, Coca-Cola; Shahar Noor, Associate Director, Panasonic; Mohd Zain Ibrahim, Corporate Communications Manager, L'Oreal;

Leon Dorai had won Peter Beumont Award

For greater understanding... two heads are better than one As the industry leader in providing insights and analysis on consumer behaviour, ACNielsen

Understanding who is watching, what and when, who is listening, what they're reading,

Malaysia uses leading-edge

their attitudes and preferences,

methods such as Winning

and knowing the impact of new

Brandsâ&#x201E;˘ to allow advertisers

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and brand owners to more

critical to your future growth.

effectively reach consumers.

As the industry leader in

And ACNielsen measures and

providing insights and analysis

tracks the latest sales

on audience behaviour, Nielsen

performance of thousands

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reach consumers.

For more information call ACNielsen Malaysia on (603) 7956 2311 or email us at

For more information call Nielsen Media Research on (603) 7626 3883 or email us at

acnmsia@acnielsen.com.my

(flc^ielsen

Malaysia@NielsenMedia.com

K

Nielsen ACNielsen (M) Sdn Bhd (10909V) 19F, Menara MPPJ Jalan Tengah 46200 Petaling Jaya Selangor Darul Ehsan MALAYSIA

Media Research

NEW TVC DEBUT - JUNE/JULY 2005

I I

Brand: DigiTelecomunication 'Title:Manhole• Duration:30sees • Client: Digi Telecommunication • Agency : Naga DDB • Creative Director: Ted Lim • Art Director: Chow Kok Keong • Copywriter: Jam Khairouddin • Language: B.M / English / Mandarin • Summary: Celebrate DiGi's 10th Anniversary with EXTRA big treat! Nobody will be able to take their hands of the phone.

AGENCY

AWARDS

Jessica Chan

BBDO

Young Suit of the Year

Lai May Senn

Naga DDB

Young Suit of the Year

Caroline Bal

Y&R

Young Suit of the Year

Leon Dorai

JWT

Account Manager of the Year

BBDO

Brand Planner of the Year.

JWT

Best of the Best, Power Suit of 2005

NAME Brand : Digi Telecommunication • Title: Roller Coaster • Duration : 30 sees • Client: Malaysia Airlines • Agency : Naga DDB • Creative Director: Ted Lim • Art Director: Chow Kok Keong • Copywriter: Jam Khairouddin • Language: B.M / English / Mandarin • Summary : Celebrate DiGi's 10th Anniversary with EXTRA big treat! Nobody will be able to take their hands of the phone.

Arindam Chatterjee Leon Dorai

Brand : Malaysia Airlines • Title : Rock Concert - Internet Booking Facility • Duration:40 sees • Client:Malaysia Airlines • Agency: Leo Burnett Advertising • Creative Director: Alex Lim / Chan Lee Shon • Art Director : Brian Capel • Copywriter : Paul Limh • Language : English / B.M • Summary : Wish you had more time? Book flights at www.malaysiaairlines.com

Brand: Suzuki Swift • Title: Aura • Duration : 30 sees • Client: Suzuki Malaysia Automobile Sdn Bhd • Agency : TBWA \ ISC Malaysia • Creative Director: Chris Howden / Ong Shi Ping • Art Director: Vijay Anand • Copywriter: Sathi Anand • AV Producer: Kee Keng Sooi / Evelynn Tan • Language:Music / English • Summary:The new Suzuki Swift is all about redefining the role of compact cars in a mod­ ern environment.From a simple mode of transportation to an enjoy­ able driving experience, the television spot takes the viewer on short but entertaining drive within the dull and mundane concrete jungle.

For more information please call Chianean Lim & Edmund Lee of MediaBanc at 03 7983 6668

Ravindra Kumar Venugopal, Associate Director, Colgate Palmolive; and Kala V Devan, Manager Events / Advertising, Branding & Comunications, Celcom.

frontliner for a creative agency should be. I'd like to think that clients would love to see my special bits, so I do my best to whip them out whenever possible.

This panel selected two candidates from the cat-

And let's face it, there's a whole lot of compen-

egories Group Account Director, Account Director

sating to be done seeing that creatives these days

and Brand Planner through a one to one interview,

don't really come off looking very creative either. You

and then conducted interviews to choose the win-

really got to wonder on who's the conformist at the

ners from finalists in all categories.

end of the day, when every creative from here to

Grinning from ear to ear Leon said, "I suppose I

Cannes can't seem to get away from the uniform

try my best to be the 'anti-suit'. The 'suit' has too

that is Adidas/FCUK/Levis/army pants. Did I say that

much baggage.

It says we conform, we listen, we blend, we

out loud?" Yes he did.

Before I pry his foot out of his mouth, I would like

negotiate, we hide our special bits behind 2 buttons

to congratulate all the winners and for those who

(or 3 depending on how 'with it' you are). And that

missed out,there is always Power Suits 2006 to look

strikes me as being the complete opposite of what a

forward to.

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ing you the best selection for seven feel good year

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8.9 million Malaysians tune in to us, making us number one. Thank you advertisers for believing in the power of radio

www.mix.fmwww.llghtradio.com.mywww.sinar.fm

AIRTIME MANAGEMENT & PROGRAMMING SDN BHD (403472-D) All Asia Broadcast Centre, Technology Park Malaysia. Lebuhraya Puchong-Sg Besi, Bukit Jalil, 57000 Kuala Lumpur, Malaysia. Tel: 603-9543 8888 Fax: 603-9543 3888