Adoi Malaysia 2005 February Issue

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

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

REGIONAL PUBUSHER Harmandar Singh aka Ham ham@pop.jaring.my SENIOR WRITER Dean Johns dean@ham.com.my STAFF WRITER Monica Wong monica@ham.com.my CONTRIBUTORS Kurt Crocker NickWreden Josh Sklar Simon Beaumont Greg Pauli ART DIREcnONJ DESIGN TM Ali Basir ali@ham.com.my Amirul Hafiz @Faisal amirul@ham.com.my ADVERTISING EXECUTIVE Rameshvinder Singh ramesh@ham.com.my Mobile : 012 205 6217 OFROAL PHOTOGRAPHER Jen Siow/Jen Studio PRINTER Hin Press & Trading Sdn Bhd COLOUR SEPARA110N Far East Offset & Engraving DISTRIBU110N Five E-Comm Sdn Bhd

ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 228, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail.

60000 Kuala Lumpur.

Malaysia.

Tel: 603-7726 2588 Fax: 603-7722 5712

Member of

THE last month had just zipped away. Everybody from any agency we called had been busy, with new pitches, new responsibilities, new accounts and just the usual flight to the top.

Many are kept on their toes as The Ministry of Tourism ponders over their briefs. I can't wait for the announcement to be made. This had by far been the most vied for account.

Another exciting event had to be the fantastic announcements made by Nielsen Media Research for 2004 on various media, the flood of press releases shows that many are actually pleased with the results. That is indeed a good sign and a good start to the year.

Many agencies have made very bold and daring moves in just a short spur of time. Yahoo! and Grey Worldwide has definitely shocked many with their shuffling (read article inside!). Another worth mentioning would be the DDB Asian Mobility Conference organised by Naga DDB. It is amazing how they have managed to juggle tons of work and handle an event this scale at the same time! And both Ali and I thought that we have too much work to do!

I look forward to the explosion of events in March with Malaysian Media Congress, AdFest in Pattaya, the inaugural Asian Media Congress and the mad rush meeting New York Festivals deadline.

The short break during Chinese New Year should be refreshing. I hope that all our readers will have a satisfying platter of Yee Sang with those who matter most.

Yours sincerely, Monica Wong

WHAT'S H

IN THIS ISSUE

T

HIGHLIGHTS 06 14 16 21 37

Kurt Crocker : Two Of OM's Most FAQ's Nick Wreden : Want A Great Ad, or Even a Brand?

Ask Simon by Simon Beaumont Dean Johns : Getting Up To Speed Greg Paull : Holding Companies-Good, Bad or Ugly?

EXCLUSNEINTE~EWS

04 10

Andre Nair : Winning Edge!

Tham Khai Wor : Wor Is Peace!

AuditBureauofCircul;nions

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 responsibility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor.

Advertisements are the sole responsibility of the advertisers.

INTERACTNE 20

Josh Sklar : If You Build It They Will Shop

SPECIALS 08 18 22 26 30 32 36

AdShowcase: Y&R The Power of Screens DDB Brainstorms Mobility New York Fest: MFX Hits The Big-Time Agency Profile: TBWA-ISC\Malaysia Behind The Scene of Direct Marketing TV AdShowcase: Chanel No.5

a001 MARKETINGCOMMUNICATIONS i1

_CoverStory

THE perception that many would have of Andre Nair, Chairman and CEO of Mediaedge:cia Asia Pacific, Chairman of GroupM, India would be Superman and Einstein rolled into one. The fact is that he \ truly a humble person who really cares He strikes me as a great boss because for peo he pi ith people in mind. I see him as an outstandi l:lnentor as he leads by example. He places himself in the grind of training before sendothers. Through his actions and plans, it is the welfare and development of the top of his long list of priorities. He years built his career with successful • flork. In an interview with it is thi$ that he has

thi

it

ts the

What does Mediaedge:cia Ot:if~ is to develop & lmr.IIAri.....,¡t.in~~lffl'il and accountable communications are channel and discipline neutral: locally, """l'nn~nly and globally.

Consumer sophistication tation means that connecting sumers is more complex than ever. Cn!lt!l8flll ...:--~~.!i!.-~1!.-~ tive and durable connections demand8 that recognises the value of every channel with the consumer at its heart. Mediaedge:cia's aim is to create powerful connectionS that consumers with brands and influence their behaviour thereby delivering measurable business results.

We do this by practicing Communication Channel Planning and Implementation - managing the complex interplay of channels & communication disciplines.

All this would sound like the normal bullshit you hear these days except for one key fact: everything we do is rooted in our unique operating system called Navigator. It's the application of this operating system - Navigator - that makes our vision a daily reality in all our offices globally.

To live up to our vision we foster Mediaedge:cia's values of being ambitious, innovative, challenging and collaborative by bringing people together from different ski sets and backgrounds in tional thinking.

Navigator is Media1:ldge:1 operating system - it is for who is involved in working strategic media planning nications planning and Navigator acts as a and is built around 4

at guiding, optimising, our clients' marketing on tools and studies, most appropriate and

•av MONICA WONG

_CoverStory

be used to develop more insightful strategy and implementation.

Ultimately, Navigator helps us adopt new behaviours and deliver our clients accountable and effective communications solutions.

We're on to our next generation of Navigator which has just been launched.

How is Navigator II different from other media planning systems?

Eighteen months in development, using Mediaedge:cia talent across the world (including Julia Singleton Asia's Navigator Pilot) Navigator II incorporates the latest thinking in marketing, communiresearch.

Navigator gives us a competitiv wn,.llm" clear

ideas

three years. Winning entries must bring alive the 4 'i"s of Navigator: Insight, Innovation , Implementation, Investment return. Entries have to highlight, for example, the impact that effective tools can make or demonstrate Mediaedge:cia's ability to deliver ground breaking integrated communication strategies. What they all must have in common is that they have delivered great results for our client's business.

It's tough to enter and with stringent judging even harder to win.

Global 'i 'dea's 2005 has received more than 200 entries, over 40 of which were from Asia Pacific. Our Global EXCO judges them in early February - so stay tuned for some truly enervating cases.

A good example of a winning entry is Mediaedge:cia's IKEA case f om our China office where we invented a neVI outdoor um. IKEA IS one paigns but only solutions. Here

Silver, Best Branding campaign - DHL Mediaedge:cia Hong Kong 8. 2004 CMNZ Media Awards Silver, Best use of Outdoor - Dominion Post Mediaedge:cia New Zealand Mediaedge:cia has been around for a number of years so what's going to be different?

Mediaedge:cia has accomplished a heck of a lot in a very short space of time. Under Mark Austin 's leadership we grew our business, expanded geographically and developed a team of talented managers. rward if leSs simple - to My role is straig continue this growth omentum by building on our strengths and e just beallaunched in Malaysia in are ttl& values of Group M? the world's leading consolidated full investment management group and ;:or1sollidated media capabilities of the inteJI!.gent appliof"Sit:e & scale clients and to gain & efficiency within s. Importantly, GroupM substantial resources to our combined marketplace I for the benefit of our clients whilst always maintaining client conflict sensitivity. llii!Mwno:mt

• • What are the plans for GroupM in Malaysia?

Its early days yet but essen··...,..,...._ long term to live up to the remit I mentioned above i1 ; I u ship with our other GroupM colleagues. aedge:cia's first Academy in 2004 with its second round in

countries. In strength and

each country that How long is a question that I'm article if you wish.

Rather than

_Opinion

1\vo of DM's most FAQ's•..

Common Lies and the Real Truth Part One •av KURT CROCKER, CREATIVE DIRECTOR DRAYTON BIRD, CROCKER & MANO (DBC&M)

I INTRODUCE the following two questions about Direct Marketing to you because they keep popping up, over and over and over again. If you are a regular reader of this space (anyone out there?) you know I've exposed the Common Ues-passed-asTnrth in previous articles.

But, obviously, the Uars are still out there, and there are far too many believers. So I'll try a different tactic. I'll paint you some pictures.

Most FAQ #1: What is the ideal response rate for Direct Mail? The Common Ue: 2.5%.

The Real Truth: Whatever percentage you require to earn you a desired profit (or at least break-even).

A parallel Truth: 2.5%? It's just not that simple.

If you know the Real Truth, you can establish a sensible promotion budget, plan your targeting opportunities, manage your profit expectations . . . or even set product pricing differently. Some examples:

Example A Step One: The Real Truth starts by calculating Allowable Cost-Per-order: You have a product that sells at RM200. You calculate that average overall product returns reduce your per-order value by RM20. You also calculate your other costs-per-order: Cost of goods = RM50 Delivery RM20 Bad Debt = RM 7.50 RM77.50 Total costs-per-order = Your net order value is RM180 (Selling Price of RM200 minus Returns of RM20). Now subtract from that the additional costs-per-order and what remains of your Selling Price is a contribution to break-even: RM180 (Net Order Value) minus RM77.50 {Total Costs-Per-Osder) = RM102.50 (Contribution to Break-Even).

should add them to your mailing list. (Caution: the key words here are "equally good prospects". More numbers will add to your promotion cost, so be sure you target well.)

In other words, the real, Selling Price- the value of your product that actually goes towards making money- is, in this case, RM1 02.50.

To make this example a little simpler, let's head into Step Two with the assumption you want to break-even. Any desired profrt-per-order goal would be further deducted from your Allowable Cost-Per-Order.

But let's forget about profit for this example, and identify RM1 02.50 as your Allowable Cost-PerOrder for break-even.

Now let's pray-pray ...

Step Two: Calculate the number of orders you need to achieve break-even. Here's the formula: Promotion Cost I Allowable Cost-Per-Order = Orders Required for Break-Even.

Now, pull a Promotion Cost out of the air. Got a budget of RM50,000 for this Direct Mailing? Ok then ... RM50,000 (Promotion Cost) I RM102.50 (Allowable Cost-Per-Order) = 488 orders required for break-even. Any orders above that contribute to your profit.

Step Three: Calculate the Response Rate required for break-even The required response rate is determined by yet another factor: How many people are you mailing?

Based on your Promotion Cost and your calculated Allowable Cost-Per-Order, we have determined that you need 488 orders to breakeven. Let's say you are mailing to 10,000 individuals. Here's the formula: Orders Required for Break-Even I Total Mailed x 100 = % Required Response Rate. So .. . 488 I 10,000 x 100 =4% Required Response Rate.

Implications? A 4% response rate is pretty ambitious. Maybe your Promotion Cost is too high. Or, if you have another 10,000 individuals who are equally good prospects, perhaps you

Example B New product. The selling price for this one is RM1 ,000. Deducting costs, you have determined that your Allowable Cost-Per-Order for break-even is RM400. You have the same Promotion Budget and you are mailing to the same number of individuals.

RM50,000 (Promotion Cost) I RM400 {Allowable Cost-Per-Order) = 125 Orders Required for Break-Even. So ... 125 I 10,000 x 100 = 1.25% Required Response Rate.

Example C Same product, selling at RM1 ,000, with a calculated Allowable Cost-Per-Order for breakeven at RM400. The same Total Mailed at 10,000. But now figure in a promotion budget of RM100,000.

RM1 00,000 I RM400 = 250 Orders Required for Break-Even. 250 I 10,000 x 100 = 2.5% Required Response Rate.

Well whadaya know ... there's that godlike 2.5% rate the liars tell you about. But what's the Real Truth?

The ideal response rate most directly depends on the potential value of each sale, and how that value inter-relates with promotion costs and the number of individuals mailed.

Obviously, 2.5% is a lousy response rate if you need 4% to break-even.

Most FAQ #2: What does OM have to do with CRM? Common Lies and the Real Truth ... another picture painted, next month.

CALLING FOR ENTRIES! NEW YORK FESTIVALS 2005 is now calling in entries for the categories : Design, Print and Outdoor Advertising and Radio Programming and Promotion. Deadline : February 28, 2005. For more information, checkout www.newyorkfestivals.com.

On the same note, with the same deadline, Midas Awards calls 'The Best In Financial Services Communications' for entries. More information on website: www.midasawards.com

II (1)()1 MARKETINGCOMMUNICATIONS

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If you're an established writer /art director team with a folio crammed with great work, we're hungry for extra people right now To be truthfuL we just lost several of own talent to marauding headhunters. Now it's our turn to do some body snatchi Any significant advertising awards would be quite nice to see. Serious talent, a ¡ unserious outlook on life and a bottom drawer full of unrealised award winning rnrnnr1in rl will still see you make the cut. We're among the leading ad agencies in the world have our sights set on achieving the same in KL. Now would be the time to join somewhat depleted creative department; there are some nice opportunities and a choice window seats. Individuals will be considered too. We're also after Mandarin/ speaking writers who can think in any language. Please. we definitely only want to folios for the time being. with a short bio included. All applications will be confidentially. We'd appreciate it if you'd get in contact with Sheryn Law on 2718 and arrange to drop your book off by next week.

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MFXPOST Asia's Hottest Next Generation Post Ho~se

established since'"' 2001

STOP PRESS

Malaysian TVC productions gain recognition

MFX wins

at New York ·Festivals

Silver at New York Festivals

MFX special screening at ··The Hiroshima Festivals 2004

'

MFX, Malaysia's leading design, animation and special effects company has gained recognition at this year's New York Festivals 2005 Television and Cinema Advertising C.ompetition. New York Festivals, one of the most established and recognized international festivals in the world, bas selected four pieces of work from MFX as finalists for the- 2005 Television and Cinema awards: "Petronas Tech Magic" for Best Animation: Computer, "Nokia Blackboard" for Best Animation: Cel, "Seasons" for Best Special Effects and "Singapore Marathon" for Best Editing.

MFX is consistently being recognized for its high quality work in Australia and the region. MFX is over t1ie top that four pieces of their work has been selected for the awards ceremony on 27th Jan 2005 in New York.

"Getting recognition for our work in the New York awards is a big dea~ but to get four pieces ofwork in the

final<; in one year is amazing."

MFX also gained 2 fmalist awards at the recent Australia Effects and Animation Festivals for "Petronas Tech · Magic" and "Candyman Skeleton." It has indeed been a very successful year for Malaysia and MFX. .: ,

Caltex"Chrlstmas Carolers" Agency: McCann Erick:son,KL Production House: Moon FX SdnBhd.

It's a clean sweep for MFX at the 9th MVA 8TV, Malaysia's 'newest TV Station launched with an incredibly new & darillg approach to their motion graphics d~sign and indent. Utilizing Adobe After Effects as its main weapon of choice, the designers at MFX toiled for days surviving on nothing but cups of tea and the .knowledge that their work will become the very cornerstone of 8TV and its edgy new motion graphics.

The designers at MFX would like to note that the job was done guerrilla style, with elements literally pulled out of our pants to comp the work together.

All silhouettes were ourselves, shot . on DV, imported then rotosplined in After Effects.

Category: Best Animation: Computer Brud: Petronas Fl Title: Tech Magic Duntloa: 60 sees CHeat: Petroleum National Sdn Bhd (Petronas) Ageaey: Leo Burnett Advertising Sdn Bhd Produetloa Hollse: Axis Films Director: Tim Grass, Wang Liang Wei Year: 2/xu

Brand: Nokia Cinema Etiquette Title: Blackboard Duration: 15 sees Client: Nokia (Malaysia) Sdn Bhd Agency: Bates, KL Year: 2004

Category: Best Special Effects

Brand: Keppel Land Title: Seasom Durattoa: 60 sees Client: Keppel Land Limiled Ageacy: Publicls Singapore Production Hou.e:·MOOn FX Sdn Bhd Director: Harold Ma11jlls Year: 2004

MFX emerges as finalists in the Australian Effects & Animation Festival, Sydney

I

...

Category: Best Animation:

~

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Ccmmerr:ials·YFX Title: Petronas 'Tech Magic" Alilmator: Tan fa Chia CoiDpolldlla: Ng Yoon See Jtdldaa: NgSoo Shmg Dellper. Sidney Tan Dlredilr: Tan L« Chia

The brief was to have a Formula 1 race car "magically" asse~ble itself while technicians monitored the technical performance of the vehicle. The entire car was built in 3D and then composited into "live" environment.

Meticulous care was taken to create reality. As part of the production process, 3 days were spent with Sauber/Petronas engineers stripping down an actual vehicle & photographing texture to be applied to the 3D models.

The 3D was rendered with multiple passes that allowed the compositing team greater flexibility to match the texturing & lighting with the live environment.

Category:Commerrials-Animalioll 11tle: Candyman "Sirekton • Aaimator: Tan Lee Clria CompooidD&: Ng Yoon See Editllog: Ng Soo Siung Director: Tan L« Clria A&eacy: FCB UKLA, Mumbal ProdadlaB . . _ Clas.JicFIIIra_ ~

How To Brief Your Agancy by Dean Johns 23 & 24th February

MARCH2005 Art Direction Copywriting

APRIL2005 Presentation Skills Marl<eting To Youth

Want a great ad, or even a brand?

Then do a great brief â&#x20AC;˘av NICK WREDEN nick@fusionbrand.com

MAY2005 Strategic Planning Interactive Marl<eting

JUNE2005 How To Brief Your Agancy Copywriting

Marl<eting To Children

JULY2005 Art Direction Presentation Skills

AUGUST2005 Media Planning Writing A Marl<eting Plan

SEPTEMBER 2005 How To Brief Your Agancy Interactive Marl<eting

OCTOBER 2005 Art Direction Strategic Planning

NOVEMBER 2005 Copywriting

Writing A MarKeting Plan

DECEMBER 2005 Presentation Skills

EVENTS MARCH 7'11 2005 Malaysian Media Congress MARCH 10-12'" 2005

Asia Pacific Advertising Festivals (AdFest) 2005 Pattaya, Thailand Details : www.asiapacificadfest.com MARCH 14-17'11 2005 The Asian Media Congress, Bali To register, email to Ms. Tusshe on secretariat@asiapacificmediaforum.com

JUtE 19-25'M 2005 Open for entry now!

BRIEFS are the most important, yet most poorly done, element of all branding and marketing communications efforts. They should represent a clear statement of goals, markets, competitive reviews, measurements and budgets, but too often are vague, haphazard directive.s handicapped by incomplete information and ,.~ague objectives like "increase brand image."

Good briefs produce substantial benefrts. They save time and money, partly because they reduce the risk of the goalposts being moved in the middle of an initiative and partly because they ensure that client directives are accurately disseminated inside agencies. They facilitate agency-client communication and reduce misunderstandings. And they instill benchmarks and discipline - on both the agency and client. Every brief, whether used for advertising, PR or other communications, must address the following topics. (Naturally, however, there will be differences depending on the medium.) Branding briefs follow the same guidelines, although they must also address coordination and responsibilities among PR, advertising, sales promotion, media buying and other agencies. Briefs should never be written by agencies. Not only are there the obvious conflicts of interest, but briefs are also part of a necessary client-side process that ensures all decisionmakers agree on the goals and the metrics. Brief development goes a long way toward ensuring strategic thinking and clarity of direction:

For more information:www.canneslions.com

Here are the key elements of every brief: JULY 141H2005 Power Suits Awards JULY 291M 2005 ADOI Adrenaline Student Creative Awards AUG 12'" 2005 Adball, Shangrila Hotel, Kuala Lumpur SEPT 3()1H 2005 Malaysian Creative Circle (MC2) Awarqs NOV 15-17'11 2005 /lD : Tech Shanghai, Shanghai International Convertion Centre, Rep. China Log on http://www.ad-techshanghai.CQITl!

m ::mnii\JIA~KFTINGCOMMUNICATIONS

Description: Describe the brand. What customer value does it deliver? What about distribution channels? Pricing? Competition? Subbrands? And any other information that provides a picture of where the brand is today.

Research: Share the results of any quantitative and qualitative research, including brand audits.

What are the demographics or other characteristics of the target markets? How do they define value? What are current perceptions of the brand?

What are common purchasing motivations? Why do prospects buy from competitors? Who are the most profitable customers? Results from previous branding efforts can be summarized here.

Situation analysis: What has prompted the current campaign? New product? A competitive response? New distribution channel? What is the business or personal problem that can be solved?

Scope of work: What is the ultimate output? Is it an ad, annual report, PR campaign or POP display?

Measurements: How will success be judged?

The benchmarks must be as specific as possible.

Vague objectives like "awareness," "image" or "personality" do not provide much accountability.

Metrics must count. As a result, metrics must include such goals as "achieve +X% volume sales in year one/two/three," "attract X,OOO new users," "decrease attrition rates by X%," "support a price increase of X% while maintaining profitable volume," etc.

Budgets: This is the most important element.

Budgets of RM1 ,000,000 will lead to different solutions than budgets of RM100,000. If uncertainty rules, consider scenario budgeting - what can be achieved with budgets of RMX, RM3X and RM5X. Or set some clear, measurable benchmarks, and ask what it will cost to achieve those objectives.

Other sections: "Mandatories" are legal, technical or other constraints that may affect marketing while approvals spells out who is responsible for sign-offs. Additionally, deadlines are spelled out. In many cases, remuneration is also discussed.

The brief should be followed up by a meeting to answer questions, request more information or point out issues, including resources and budgets.

Depending on agency-client agreement and other clarification, a final brief may have to be drafted.

It is a called a brief for a reason - these guid~­ lines are relatively short, no more than 2-5 pages, depending on the scope of the project. But those few pages must clearly spell out where your brand is, where it wants to go anq how you will know when goals are reached. It may require more work up front, but quality briefs will pay substantial dividends, including less frustration and more effective branding. It is long past time for the briefing process to be professionalized.

NewsBriefs Malaysia

Sim n! .SIMON BEAUMONT simonbeaumont@email.com

"Fight" the Kapal Api TVC by Lowe had been placed as one of the five most viewed ads alongside 'Mimic' by Fallon, London and others week ending January 23rd on www.adforum.com. The uniqueness and boldness of this ad was recognised at Malaysian Creative Circle, 2004 earning it 'Best TVC' and the Client, lndadi Utama 'Advertiser of the year' .

• GUINNESS ANCHOR MOVING ON After a 16 year partnershipwith Y & R. Guinness Anchor has put up the creative account for Tiger Malaysia up for pitch. JWT and Grey have been shortlisted to pitch creative. Both Agencies hold Tiger's Football Club direct business, will be paid a fee to pitch.

•

ASTRO'S US$25-MILLION JOINT VENTURE Astro, signed a US$25 million programming joint venture with India's Sun TV. The new venture will also create a Tamil-language channel for the Astro DTH platform i n Malaysia and other Southeast Asian markets.

It's a Bollywood fan's dream come true!

• SURFING THE SUN The Sun is now online. Get your free paper at: www.sun2surf.com or www. theedgedaily.com • THE NEW GUNN The Gunn Report and Showreel of the year 2004 will be out in a new format this month with league tables and commentary. Also included, is the Showreel of the Year, DVD with the world's 100 most awarded TVC and campaigns. Priced at £60 (US$113). To get a copy go to www.gunnreport.com or e-mail emma@gunnreport.com.

• SPICING UP THE DIFFERENCE Vibes Communications is now in KL. They are at: Unit PL 03, Plaza Level, No.45 Block A, Plaza Damansara A, Medan Setia 1, 50490, KL. Tel: 03 2094 8330 • LOOK WHO'S MOVING Initiative (M) Sdn Bhd is now at : #7.2, Level 7, Menara IMC, No. 8, Jln Sultan Ismail, 50250, KL. Tel : 03 2078 3595

Lowe & Partners has moved to : Level 16, Kelana Brem Tow er 1, Jalan SS7/1 5 (Jalan Stadium), Kelana Jaya, 47301 PJ Tel : 03 7494 1388

mJ a001 MARKETINGCOMMUNICATIONS

Yo Simon, Ok, so here's the deal.. I guess I've identified where the problem is and I suppose it lies with communication. I'm having trouble relating to my boss. Fortunately I have great colleagues to help and support me through. I am not of any advertising background and considering this is my first time in this industry, I need to get into his head, so to speak, should I wish to grow in this industry. I've tried talking to him but we're always back to square one in a blink! Tried sympathizing with his current needs/situation but it still doesn't improve our "relationship". I'm still left out in the dark when it boils down to it. Basically, I try to move forward with guidance from my other colleagues and to improve but inevitably I still need him in some way or another, when it comes to work.

People who just enjoys dishing out work only to hound the glory in the end doesn't improve my self esteem either. It's rather de-motivating at times. I have no past documents to refer to, no proper filing done previously and no checklist even! Everything has to come off the top of my head now. I am getting the hang of it, no doubt. Just having to smoothen out the edges but along the way, mistakes occur. I'm now compiling my checklist so that in future, things run smoother! LET'S PRAY!

o.z DearOZ, There's no point working for someone with whom you have no chemistry and for whom you have little respect (and who runs such a sloppy teamlj. It can only cause you further stress, increasing resentment and slow your progress in the biz.

So in the event that God should decide not to help out directly, take matters into your own hands and leave.

But before changing jobs or moving teams, check out your potential new boss first.

Ask to meet his team, which you should do anyway, and probe them about their boss. If he's crap they'll damn him with faint praise. If he's great they'll gush on and on about him. Better still, talk to his exstaff or someone from the same company but on a different team.

I worked with mediocre bosses for years at the start of my career, not realizing how truly debilitating this was until/ worked for two great ones ('Min, Ali-

I love you both). A great boss teaches you how to fulfil your potential, a bad one only teaches you how to be a bad boss. Happy hunting.

-Simon Dear Simon, I work on an account which I love, and it even comes with a nice client team. Unfortunately, the senior client is a bit of a bully.

Or actually, a lot of a bully. You know the type that would only bully people who are smaller than them? It sounds like a kindergarten and in actual fact, it's a lot like one. None of the client's subordinates dare to speak up and this has caused them to become message takers rather than decision makers. I can't help them, but I can help my own team, and there have been situations I've had to step in when the bullying extends to my team.

However, this client is all smiles when with senior people. It would be impossible for me to raise the bullying issue especially when this client is at the most senior end of the Marketing Dept. But it galls me that this client can get away with this kind of bullying. What can I do?

Chagrined Dear Chagrined, As you suggest, a direct confrontation is only likely to sour the relatively good relationship you and the other senior people now enjoy with Bully. Instead, use this relationship to your advantage.

For instance, build further trust and get closer to Bully by taking the man out to makan or karaoke as frequently as possible. Then, when you are pally enough and the occasion feels right, bring up the issue of his management style in your best 'come /ah bradder' style.

Sensitively and sincerely making Bully aware that his behaviour dishonours and disadvantages him may lead to some change. And anyway, getting to know the guy better can only help your situation.

Alternatively; you have a fun account and a good client team, why not set your gall aside and file under two out of three ain't bad. (I know people in agencies who can only dream of two out of three.) Bend like the reed.

-Simon

_MediaPower

(Chart 1)

(Chart 2)

(Chart 3)

â&#x20AC;˘av MONICA WONG AT the end of a long day, all one wants to do is get home to a hot bubble bath or a delicious home cooked meal. That is practically impossible for most who work normal hours in KL town. No matter how punctually you leave, there are at least four hundred others who are leaving at the same time.

With that, you have four hundred cars hoping to cruise down the same road that you would be taking to get out of town before hitting the way home.

That does not include the taxis and buses, which are adamant not to be left out of the action. This leads to the most popular event in beautiful Kuala Lumpur, traffic jam! I have not met a local who is deprived of a horror story involving traffic jam. As the cars crawl at a snail's pace in a gridlock, the vision of a hot meal fades away. I know that the traffic light turns green every 10 minutes. I have a 15 second gap to get to the next lane before it turns red again. With 50 cars ahead, I also know that it will be 30 minutes before I get my turn.

Thank goodness I wasn't driving. Having done the calculations, I then look around for activities to ward off the sleepiness that seems to be getting more overpowering by the minute. Looking around I had found that even the lady tweezing the zit on her face entertaining. How often had any of us wished that we had tv instead of a radio in the car?

Countless times I would think. This is the blank time that we cannot really occupy with many activities even with the most vivid imagination.

Knowing the situation that we face, Powerscreen had actually set up costly big screens on busy streets, operating the new out of home channel called 1-Minute Channel. It has become a

1m aDOI MARKETINGCOMMUNICATIONS

source of entertainment for many who are caught on congested roads. Many began to realise that ads can be entertaining, informative even funny.

Pictures can tell a story well. Many drivers have now self proclaimed professional ad critics. I have heard many stories recalling a silly, funny or touching ad that they have seen. How effective are they?

The recent Nielsen Media Research announcement held at Bukit Kiara indicated that PowerScreen reaches 27% of adult 15+ in Peninsular Malaysia (3.55 million) and 50% of Adult 15+ in Market Centers (2.1 million).

As a comparison, a more focused market segment was analysed, i.e. PMEB (Professional, Managers, Executive & Businessmen) with a base of 1.2 million, the Reach differential gap then narrows down to Âą 10%. This shows that both PowerScreen and Pay lV are more targeted than FTA lV among the affluent segments. The analysis narrows further to Adult 25-39 with H/H income of RM3,000+ with a base of 886,000. Both PowerScreen and Pay lV outperformed FTA TV, which has a Reach of 39%, where PowerScreen stood at 53% and Pay lV at 59%. This shows that higher income group are more exposed to PowerScreen and Pay TV, compared with FTA lV The acid test was where Reach is measured within the context of PMEBs in Market Centers. Here again PowerScreen stood out against the rest. (Chart 1) A summary of the achievement of each medium group shows that FTA lV has a better advantage when it comes to a non-filter target i.e. Adult 15+. However, when a filter on higher income and a more defined location such as Total Urban area

is defined, PowerScreen and Pay lV tends achieve higher Reach.

The research shows that PowerScreen performs better in specifically targeted groups and is most effective with the following segments: Adults with household income RM2,000 and above ; Age 15-49 ; Market centers (KUPJ, Penang, lpoh & JB) and Chinese skewed.(Chart 2) As the cost of media escalates every year with the fragmentation of audiences further aggravating the situation, planners constantly look for incremental reach in lV planning. PowerScreen complements a lV campaign by giving exponential reach in defined target such as PMEB in Market Centers. It contributes a net reach as much as 34% on a FTA lV campaign and 25% on Pay lV campaign contributing a total reach of 78% & 77% respectively. The reasoning for this is that Powerscreen's 1-Minute Channel reaches PMEBs, highincome groups, working class and the younger generation, who spends more time in the city rather than home.

Other findings include, GRP (Gross Rating Points) Threshold. It shows that when "lV Reach" arrives at a threshold level of a certain investment or GRP level, the next best progression is to move its investment to 1-Minute Channel (PowerScreen) at certain point. With just 50% of intended investment, the Reach for PMEBs in market Centers can be increased 28% (from 50 to 78%). (Chart 3) Research has indeed shown that with the exploration of various avenues and a little creativity in planning, maximum GRPs can be achieved.

%

80 60

55% 49%

44%

40

20 0 ----'----

FTA

PowerScreen

Pay TV

[Free-to-Air TV]

"A TV & Pay TV Reach (yesterday} Source: Media Index f}2-f}3 2004, Nielsen Media Research

Powerscreen Reach (Past Month}

InterActive

If You Build it,

They Will Shop â&#x20AC;˘av JOSH SKLAR, FOUNDER LOGICWORKS JOSH@LOGICWORKS.US

OH, if only the poor, dead, dot.coms of long ago could see what I see. Well, more precisely, what analysts at Goldman, Sachs & Co. and Harris Interactive see. A U.S. holiday season with a 25% increase in ecommerce over the year before. That means for one season, Americans shelled out over USD$23 billion to buy the usual array of books, video games, DVDs, early adopter-geared consumer electronics, computers and, what's this?

Household goods? Jewelry and beauty products?

Health and frtness equipment? Toys? Flowers?

What gives?

Basically, online shopping has been trending upward for the last several years at a gathering momentum type of pace. Consumers are becoming more and more used to relying on the Web as a way to reduce stress by avoiding the crowds in stores and to eliminate the time wasted traveling and standing in queues. They can also find a wider selection of goods at prices much reduced due to lowered overhead. Not everyone needs Amazon's many warehouses. One positive experience with a

single type of purchase begets another and another. After that, it's all word-of-mouth and before you know it, the hype of the 1990s becomes the reality of the mid-2000s. Better late than never!

Of course if you look at that list of products, it's hard to fail to notice a particular, if I may say, female bent. Women love to shop and it seems so do men if they can avoid trudging down to the mall. The guys appear to have no qualms with buying gadgets, games and graphic novels online, whereas the ladies are beginning to get comfortable with Web retailers for purchase of their equivalents: jewels, gels and jasmine.

But not just that, as women tend to be more responsible for stocking the home with packaged food, cleaning supplies, socks, toilet paper, kitchen goods, toys for the kids and so forth, it is good to see those products going through the virtual roof of the Internet. Purchases of clothing accounted for 16% of the total. You think men buy the majority of clothes? I can't think of a single stitch that I ever bought in my life that is still around. My wife has

carefully restocked my closets for me and I know the same is true of many of my friends. And you know what? We love it! It means we don't have to think about it or worry that our wives and their friends will annoy us about something as ridiculous as clothing. We have couches to contemplate and remote controls to locate.

Women also tend to be the ones who more often than not take charge of the family's health and well being. Over the counter medicines, home medical supplies, exercise equipment, vitamins, health research, you name it, they're all increasing their sales dramatically year-on-year. What is significant about these findings are that the acceptance by more and more middle class women parallels the makeup of the offline shopping world. It will be increasingly difficult for brick-and-mortar retailers to compete head-to-head with shops that only have an online presence.

This is exactly why Dell was able to come from nowhere and beat the pants off a number of multibillion dollar, established competitors. They were bogged down with hard inventory and pandering to their distributor/dealer networks, whereas Dell sold only through phone and catalog sales and built every system to order rather than keeping stock. Dell could move to more advanced, cheaper systems without taking a loss on outdated equipment. It looks like the Dell Gambit might have finally let the dot.commies have the last word so long as they keep it slow and steady and don't panic this time.

_Opinion

LONG attuned to the laid-back lifestyle of a freelancer in Sydney, I've been finding it quite a challenge to accelerate up to speed now I'm back in the fast lane of Asia. The first problem was the timing of my move up here. Just days after I'd arrived and jump-started myself out of my jet-lag, I crashed head-on into the tsunami, or rather the tidal-wave of emotions that stopped me dead in my tracks when the killer wave struck, and has taken its toll ever since: sadness at the terrible loss of life; relief that circumstances had kept me and my family from any of our favourite seaside holiday spots; admiration for the deluge of generosity from around the world in aid of victims and survivors; and finally something like guilt at having to try and finally put it all out of my mind and get myself back into gear.

When I finally did get going again, my performance was pretty sluggish. Partly because I was still somewhat lost for words, and partly, through lack of a PC or Mac, also lost for Word. My old buddy and now boss-to-be Ham quickly fixed my equipment glitch with what he billed as "Malaysia's fastest G3 iBook" and then hooked me up to Streamyx. At last I felt ready to roll, but still far from firing on all cylinders.

So you'll appreciate why I'm so looking forward to the event next month that could rev me up to the max: the Malaysian Formula 1 Grand Prix. There's nothing like the buzz of F1, with its high-octane blend of big money, giant egos, brute power, high risk and the heady reek of racing fuel in the air.

GettinguR

!~-~peeil deanjohns@hotmail.com

Then there's the spectacle of all those sleek chastraffic jam in sight except at the start, and not even sis and streamlined bodies ... and that's just the much need to achieve driving feats as sophispromo girls. The cars are even more stunning; brilticated as the well-known "Malaysian liant sculptures in steel, carbon fibre and titanimerge" save when they emerge um; engines howling like the hounds of back on the circuit with hell as the whole pack is unleashed, fresh fuel and tyres. twisting and sliding and somehow Still and all, ... My old buddy miraculously avoiding contact with like billions of fellow and now boss-to-be Ham each other. Or not, then destructF1 fans around quickly fixed my equipment ing in showers of hideously the world, I'm expensive wreckage from which absolutely hooked. glitch with what he billed as the drivers, most frequently, coolEspecially on actu"Malaysia's fastest G3 iBook" ly walk away unscathed. ally being there. So and then hooked me up As gripping I find it, however, I can't wait to show there are people I know who considup out at Sepang on to Streamyx... er F1 the absolute pits. No more excitMarch 18, 19 and 20 ing, in their opinion, than the average KL and get my pulse really driver's commute to the office. Nothing but a racing. On the premise that whatever quickens the blood might bunch of matsalleh millionaires, they say, all driving around and around one giant Jalan Sehala, not a also help get the old brain cells up to speed.

_Happening

NewsBriefs Asia •

SINGAPORE AD ICON RE11RES

long time Group CEO of Batey. Rod Pullen, hangs up his srod for some well deserved rest as INOI'd has it that the seasoned as veteran has called it a day in advertising.

•

DDB B

•av MONICA WONG

YAHOO! FOR NEW APPOINTMENTS

Yahoo! has announced the reN appointments for the Asia team. Niren Hiro has been promoted to General Manager; Yahoo! Mobile - Asia Padfic. He will develope and execute Yahoo!s mobile strategy across Asia Pacific markets of China, India, K~.

Taiwan, Southeast Asia, and Australia. Reza Behnam is OON Managing Director; Yahoo! Singapore & Southeast Asia. Reza will be driving Yahoo! s aggressive expansion strategy for its core businesses including online advertising, seardl, and wireless, in Singapore and the emerging markets of Thailand, Malaysia, VIetnam, Indonesia, and the Philippines.

•

GIANT IN CREATMTY Publicis Singapore had

recently namedRodd Chant as its

first Executive Creative Director, to

lead its prolific creative departments.

Rodd hailed from Sydney where • founder and CD of Born, an independent consultan<.y. "Wrth Rodd on board as ECD, we will 00111

also be ready to win the creative acclamation we deserve. " Mike Stepan, CEO Publicis Singapore.

•

ANOOHMOVE

Posterscope (South East Asia) has appointed Thomas Ang formerly GM of Comfort Ads Singapore as Executive Director. Posterscope (South East Asia) is part of the Posterscope Out Of Horne global network. which is the largest OOH planning and buying company in the~-

•

AMOUR MOVES

With Mike Amour. Chairman & CEO, Asia Pacific,

Grey Global Group at its helm, reN regional roles have been announced. Nirvik Singh is 00111 the President South East Asia, based in Mumbai. VM!Ca Chan, Chairman & CEO, China & Hong Kong, up as Chairman of the Groups Global China Business Council, a neiN, perrrianent l:loct}' the company has established to provide marketing insights and expertise to its clients and new business prospects. Chris Leong assumes the reN position of President, Marketing & Dalelopment, Asia Pacific. in I"Tl().leS

addition to her current role as President Grey Global Group Singapore.

liB ;:m1 MARKETINGCOMMUNICATIONS

Datuk VIncent Lee shares his vision on Asian Mobility

WIRELESS communication has to be one of the greatest inventions since electricity. It is setting us freer than ever before to access information and gather knowledge, and bringing the world and the benefits of globalisation closer.

When we can harness all the immense power it offers, the possibilities will be endless.

The 008 Asian Mobility Conference 2005 brought together for the first time key players and experts in Asian Telecoms for a day of sharing, learning and networking. Organised by 008 Asia Pacific Planning Group and hosted

by Naga 008 Malaysia, the conference is the first in a series of international knowledge sharing sessions that the agency hopes to organise in the region. In doing so, the agency hopes to be able to arm both its own brand teams and its clients with greater understanding and awareness of telco trends and and innovations-giving crucial competitive advantage in the world's fastest moving industry.

"I think ad agencies today sometimes need to look beyond ads, beyond even communications and look more at being an all round fountain of competitive advantage for their clients' brands. This can take in many forms- today it is

Andrew Leong, GM, Naga DOB presenter for the event

category trends, tomorrow it may be business building ideas."said Oatuk Vincent Lee, Group Executive Chairman of Naga 008. He quoted 008 Founder Bill Bernbach: "the men who are going to be in the business tomorrow are the men who understand that the future, as always, belong to the brave." Staging the first Asian Mobility Conference was certainly a brave or at least bold move by Naga 008 to seize the initiative to establish itself in the forefront of wireless mobile communications. Seldom has an agency knowledge-sharing exercise been staged on such a grand scale, with the participation from eight countries including several of the network's key telecoms-related clients from a-cross Asia to share their wisdom, experience and visions.

Over 1 00 agency and client executives attended the conference, which featured a who's-who of expert speakers from around the region. First to address the gathering was the President & CEO of OOB Asia-Pacific and Worldwide Board Director, John Zeigler. In his speech entitled "Bonding with the New Age Consumer" he put forward the opinion that "technology companies typic.ally invest too

OBILI

tTOR

John Zeigler, President & CEO, DDB Asia Pacific. Worldwide Board of Directors

Ricky Isla, Head of Product Marketing. SMART Communications, Inc

Hasnul Suhami, Director of Cellular Marketing. PT lndosat

Jasmine Lee, Founder & CEO, MNC Wireless

Paul Moss, Director of Network Operations, 8TV

much in product branding compared with company branding", and that this imbalance should be reversed. He instanced examples of advertising by companies which had moved from product branding to image branding, making the point that the success of these organizations far outstripped that of their more conventional , less future-savvy competitors.

Zeigler was followed by Hasnul Suhaimi, Director of Cellular Marketing with PT lndosat, whose topic was "Rethinking Brand Portfolio Strategies in Indonesia's Emerging Mass Market." Hasnul spoke eloquently of the challenge of managing the identities of many distinct brands and how they are kept in synch with the needs and aspirations of the wide variety of consumer segments in Indonesia's fast growing and rapidly changing mobile market.

Switching the focus to the Philippines was Ricky Isla, Head of Product Marketing for SMART Communications Inc. He spoke of innovations he has overseen in his role as mastermind of pre-paid services which comprise 95% of business for the No. 1 mobile brand in the Phillipines, including a card specially designed for children with a function capable of

checking their whereabouts, greatly adding to their safety and their parents' peace of mind.

An expert on the Malaysian scene, Albern Murty, Head of Product Development, DiGi Telecommunications, delivered an address on "Staying Mobile on DiGi's High Speed Mobile Network." Voicing the opinion that Malaysia is well up with the pace on the fast-moving technology scene, he predicted that surfing the net will soon no longer be restricted to so-called 'hot spots', but that users will be able to go online while traveling between meetings in the comfort of their cars, while their drivers cope with the traffic.

On top of such a wealth of marketing wisdoms, Jasmine Lee, Founder and CEO of MNC Wireless, took the conference close to information overload with her sparkling presentation "Understanding Marketing of Mobile Content", in which she covered advances and exciting possibilities in the mobile content sphere. Outlining current trends in mobile downloads around the world, she said that "mobile phones are used in more creative ways now" and that interest levels in mobile phone games have grown so high that these

days fans actually dress-up as their favourite game characters." Jasmine quoted the results of a recent poll indicating that if children aged from 8 to 10 were asked to choose just one from all the available media, they would choose a mobile phone. "Growing up digital is the current trend," she said, explaining that kids today are "the new Generation C, which stands for content, adding that, "the priorities of Generation C are Connectivity, Convergence, Context and Community."

Closing the day-long conference was Paul Moss, perhaps best known to the public as one of the judges of Malaysian Idol, but in his professional life Director of Network Operations, 8TV. He treated the conference to his fresh insights and opinions in a speech entitled "New Marketing Opportunities in Mobile-Media Convergence."

To judge by the level of audience response to a long, intensed day of high-powered presentations, the Asian Mobility Conference was a great success for Naga DDB. And no doubt can be seen as a major challenge to all those other agencies out there vying for leadership in the mobile industry.

a001 MARKETINGCOMMUNICATIONS liiJ

_FestiveTreat

FEBRUARY ON ASTRO! Highlights of Astra programmes, that are coming your way GONG XI FA CAl SPECIAL AMERICAN IDOL (SERIES 4) -VIA SATELLITE Wednesdays at 4:00pm, 8:00pm, 11 :30pm Thursdays at 4:00pm, 8:00pm, 11 :30pm

With 10 nominations, producer-turned-rapper Kanye West leads fellow contenders , including red hot artists Usher and Alicia Keys in the 2005 Grammy Awards. The recording industry's most prestigious award, the Grammy, is presented annually by the Recording Academy. A Grammy is awarded by the Recording Academy's voting membership to honor excellence in the recording arts and sciences. It is truly a peer honor, awarded by and to artists and technical professionals for artistic or technical achievement, not sales or chart positions. The annual Grammy Awards presentation brings together thousands of creative and technical professionals in the recording industry from all over the world.

JET LAG (18) 1 Feb

Every season, tens of thousands of hopefuls from across the nation audition for a shot at stardom and a chance to be the next American Idol. The show's judges - Paula Abdul, Simon Cowell and Randy Jackson winnow down the competitors to a select group of semi-finalists, who sing their hearts out each week for the studio audience and the television viewers. The judges have their say after every perfonnance, but it's the viewing public that determines who will advance to the next round of the competition and who will go home. Voting via telephone and text messaging begins immediately after each perfonnance show, and the results are announced during the broadcast of the following episode. Eventually the competition is narrowed down to two finalists who compete for a major recording contract and the American Idol title. Past winners Kelly Clarkson, Ruben Studdard and Fantasia Barrino already have risen to the top of the recording industry.

THE 46TH ANNUAL 2005 GRAMMY AWARDS Monday, 14 Feb at 9:0Qam LIVE PRESENTATION Monday, 14 Feb at 8:00pm, 11 :30pm

II a001 MARKETINGCOMMUNICATIONS

OUTBACK JACK NEW SERIES! Beginning February 3 Thursdays at 1O:OOpm, Fridays at 1:30am, 2:00pm Sundays at 3:00pm

Outback Jack creates the ultimate test of love as twelve high-maintenance women vie for the affections of a rugged Australian adventurer. However, the women don't realize until it's too late that to meet Jack, they'll have to parachute into the middle of the untamed Australian Outback! After making it to the ground, they're shocked to discover the potential man of their dreams is not living a life of luxury, but roughing it in one of the world's most unforgiving terrains. Over the course of eight episodes, these pampered women will be put to the test, to see which one of them has the stamina to survive in the Outback and win the affection of their handsome hero.

2005 BAFTA AWARDS Sunday, 20 Feb at 9:00pm Monday, 21 Feb at 12:30am (0030), 11 :DOam

Starring: Juliette Binoche, Jean Reno and Sergi Lopez, Director: Daniele Thompson Two strangers meet in an airport (via cell phone) when their flights are cancelled in Paris. Rose (Juliette Binoche), a woman obsessed with makeup and style, who is seemingly shallow and selfish. Felix (Jean Reno), is a lonely fanner chef who is now a frozen-food king. Rose is seeking a new life in Mexico, far from her abusive fanner lover, Sergio (Sergi Lopez), while Felix is heading to Munich to recapture something he has lost. As they are stuck in Charles de Gaulle Airport and later in an airport hotel, truths come out that force them to face their uncertain Mures.

The BAFTA Awards is one of the largest globally recognised international film awards ceremony outside of the United States. The BAFTA Awards, voted for by the British Academy's 5000 film voting members, recognise excellence among the 400 or so films shown on British cinema screens in the previous year. The Awards evening has become an important date for both the British and international film communities, with this year's attendees as nominees or presenters including Bill Nighy, Sir lan McKellen, Emma Thompson, Renee Zellweger, Scarlett Johansson, Naomi Watts, Johnny Depp, Laura Linney, Holly Hunter, Jon Voight, Benicia Del Taro, Jude Law, Paul Bettany, Anthony Minghella, Peter Jackson, Tim Burton and Helena Bonham Carter.

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_AwardWinner

FAST FORWARDING MALAYSIA

Agency: leo Burnett Advertising Sdn Bhd Agency Producer: Hafiz Ibrahim Creative Director: Tan Yew Leong Copywriter: Paul Prabhakar

Art Director: Ng Choo Seong Production House: Axis Film Sdn Bhd Production House Producer: Zyra Khiruddin Film Director: Wang Uang Wei /Tim Grass

D.O.P: Eric I Ricky Post Production House: Moon FX Sdn Bhd Editor: Ng Soo Siung Director of Animation: Tan Lee Chia

Designer: Ng Yoon See I Sidney Tan Audio House: Two AM Composer: Anton Jonathan Morgan Sound Designer: Ram Sampath

MEX hits the big-time AFTER just three years in business, KL-based design, animation and special effects production house MFX has achieved worldwide recognition in the New York Festivals 2005 Television and Advertising Competition. This new success follows two finalist awards at the recent Australian Effects and Animation Festivals for "Petronas Tech Magic" and "Candyman Skeleton".

"Petronas Tech Magic" surpassed its Australian success in New York, taking out the Silver Award in the Best Animation: Computer category, with three additional MFX entries, Nokia "Blackboard", Keppel Land "Seasons" and Singapore Marathon "New Balance" selected as finalists in the Best Animation: Gel, Best Special Effects and Best Animation respectively. MFX founder and Managing Director Chan Moon Kien, speaking to ADOI at his production facility, the stylishly rebuilt former party house of an adjacent Jalan Ampang mansion, said that the New York honours demonstrated that MFX was "up there with the big boys" on the global production scene.

"The finalists are the who's who of the world, he said, "and we're now truly in their league despite being disadvantaged in Malaysia by the shortage of time and money available for many jobs."

im a001 MARKETINGCOMMUNICATIONS

The MFX team, from the back (left to right): Moon, Wayne Ho, Lynette Kong, Tan Lee Chia. Front (left to right): Darrel Chia, Yap Boon Leong, Loke Chui Vee, Woon Szu Pei

Be sure

you're right on the money this year.

â&#x20AC;˘

With audiences increasingly tricky to target, and a clutter of new and emerging media options, you're going to have to plan and buy smarter than ever in 2005. So it'll pay you to attend the Malaysian Media Congress (MMC) 2005 and hear regional experts and specialists on trends and surprises in their fields in a packed one-day program themed "Currency of Change." But you'll have to look sharp: MMC '05 happens on March 7. For details and bookings contact Ragoo on 016 383 0681 or email ragoosledge@yahoo.com

_AwardWinner

Agency: Publicis Eureka Singapore Agency Producer: Maggie Chan Creative Director: Sandip Kit Copywriter: Paul Chai Art Director: Buchoy Macaset Production House: SEA Production Production House Producer: Annie Chua Film Director: Harold Monfils D.O.P: Alvin Lee Post Production House: Moon FX Sdn Bhd Editor: Ng Soo Slung Director of Animation: Peter Coleman I Lynette Kong Designer: Ng Yoon See I Jerry Lee Audio House: lmagineX Composer: Micheal Gaoffrey Bloernendal Sound Designer: Micheal Gaoffrey Bloemendal

Asked where the pressure on budgets was coming from, he said he put it down to price-slashing resulting from the creation of too many production houses here in recent years, adding that markets like China and Indonesia still have healthy budgets for the work he does for agencies there.

Justifiably delighted at his outfit's winning the Silver Award in New York, Moon is equally chuffed by achieving finalists in three other categories.

"With finalists across the spectrum of our activities, it shows that we are a full-fledged production house, not just a post-production facility," he said.

~ Turning The Tables L__:.---CreativeAwards 2005

MFX General Manager/Executive Producer Geoff Millichamp agreed. "A lot of people don't realize that we're not just an animation house," he explained. "We also have fantastic special effects and editing people here, with a great spirit of teamwork between them." Moon also sets great store by the level of teamwork at MFX. As modest as only a man who's done it all can afford to be, he takes no personal credit for his organisation's achievements, claiming that pretty well all he does these days is "buy drinks and meals for clients", and adding that ""the credit is all due to Chia and his team."

Senior Editor Tan Lee Chia, the young man w ho masterminded the "Petronas Tec h Magic " production along with freelance live-action d irectors Tim Grass, a KL-resident Australian, and KL-based Singaporean Wei (??), explained the complexities of the job, which involved making a Formula 1 rac e car appear to "magically" assemble itse lf. "Th e most painstaking part," he said, "was the preparation for the shoot to ensure that everything was perfect for the po st - production stage." Three days of the shoot were spent with Sauber/Petronas engineers stripping down an actual vehicle so components could be precisely measured Captivate the audience. and their textures phoTo enter, call 03-7491 8166 or tographed for applicavisit \>\oWW.tableview.com.my tion to the 3D models.

Closing date : 29th April 2005 Six specialists includ-

~~Table vie w

ing modelers, texture artists and lighting cameramen worked on the animation, precisely following the measurement and operation of the car's parts to achieve the absolute impression of reality.

Asked how long the job took and what it cost, Moon said that production took about a month, and that the budget was "much, much less" than the RM$2 million cost of a former illustrious award-winner on which he worked 12 years ago in his days at VHQ, MAS "Spaceship". That job took six months at Industrial Light & Magic, the George Lucas facility in Los Angeles, he said, which demonstrates how far the technology has come in the past decade or so. Moon made the point that, having adopted Power Animator software about five years ago, and Maya more recently, MFX was the first production house in the Asia-Pacific region to adopt the new-generation technology, and that "at times it was a pretty scary process."

"Now we're sure we're spot-on with technology as the big boys are adopting the same as us and we're also starting to design our own."

Perhaps as a result of its technological edge and recent award triumphs, MFX is now, reports Moon, doing some test work with US producers of movies and TV series. He stresses, however, that he wants MFX to be used "because we're good, not because we're cheap." MFX does a great deal of work outsourced from countries as far-flu ng as Dubai , Ke nya, Turkey, Iran , Bangladesh, Pakistan and India, and last year even produced a series of four "Iraq for Peace" TV commercials for the interim administration there.

In Moon's opinion, Malaysia has two great advantages as a centre for production in the region: its strong work ethic and "a cultural mix that means understand the requirements of other Asian countries." His only abiding problem, he adds, is the scarcity of people with talent of the high level he needs. ''Too many young people imagine that software knowledge alone makes them animators, but the very best people also have outstanding traditional artistic talent," he says. So if you're reading this and you think you have the goods, maybe it's high time to get your resume together and rush it to MFX..

Call Us: 03-2282 4268 Fax Us: 03-2282 1720 Email Us: info@novacomm.cc Visit Us: 8-A, Jalan Telawi 2, Bangsar Baru, 59100 Kuala Lumpur, Malaysia

_AgencyProfile

TH& NiW lkiA 2006 CATMOGU& OUT NOW

Client lkano Pte Ltd Agency:TBWA-ISC\Malaysia Title: Chameleon Executive Creative Director: Chris Howden Writer: Nik Arif Art Director: Ho Mun Kin Production. Co: PRS Productions Malaysia Director: Justin Woon Facility: Twisted Media (Malaysia)

On a winning streak! â&#x20AC;˘av MONICA WONG

TBWA-ISC\MALAYSIA has once again proven its creative strength by winning several international awards. Leading the line-up of recent accolades is the Gold award received for the IKEA Chameleon television commercial for Best Computer animation at the 34th Mobius Awards held in Hollywood. At the prestigious New York Festivals 2005, the same commercial for IKEA emerged as a finalist also for the use of computer animation.

President and Chief Executive Officer of TBWA-ISC\Malaysia Group, Austen Zecha, said ''this recognition confirms our creative strength at an international level and will inspire TBWA-ISC\Malaysia to continue to deliver exceptional creative solutions for our Clients".

The commercial shows a chameleon imitating the colours and patterns it sees as pages of the IKEA catalogue is turned. It could be 'disruptive' in a way that it does not show IKEA furniture, but the story is told through the entertaining antics of the chameleon. Executive Creative Director of TBWAISC\Malaysia, Chris Howden said, ''the concept of the "Chameleon" was a novel and fresh way of saying the IKEA catalogue inspires you without having to show the standard room sets".

resorts for those who work hard and play hard (Truly Inspiring & Truly Majestic). For leisure and business travelers, the Truly Magical, Truly Festive and Truly Dramatic ads communicated the positive emotions and unique experiences that travelers can enjoy during their holiday in Malaysia.

Commenting on the awards, Austen Zecha said despite the fact that TBWAISC\Malaysia is one of the youngest internation al agencies in M alaysia, it has made very strong positive impressions in the industry, confirming its position as one of the most sought-after agencies in the country.

It's success is not limited to ads, as TEQUILA- ISC\Malaysia, its CRM and below-the-line specialist subsid iary snapped up a creative merit award for its Pedigree pet-food 's 'Responsible Pet Ownership' Campaign at the DMAM last year. Fulfilling the three key parameters : strat egy, results and creativity the campaign was a success.

To sum it all up, TBWA-ISC\ has been on a run that has stretched from 2004. It would be interesting to watch if they would simply streak or strike with more exciting works in 2005.

"this recognition confirms our creative strength at an international level and will inspire TBWA-ISC\Malaysia to continue to deliver exceptional creative solutions for our Clients"

im a001 MARKETINGCOMMUNICATIONS

- Austen Zecha The agency's creative team collaborated with Twisted Media on this award winning ad.

Following this win, TBWA-ISC\ won 4 Gold awards out of the 5 entries submitted at the Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards competition 2004.

TBWA-ISC\ came out tops out of 1350 entries from 45 countries for its work on the Tourism Malaysia campaign 2004. The award winning campaign is aimed at positioning Malaysia as an ideal MICE(Meetings International Conventions & Exhibitions) destination with its state-of-the-art facilities complimented by beautiful beaches and

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_DirectMarketing

Left to right. back row: Sam Chan, Sharon Yap, Danny Tham, Pawan Bahuguna, Shuben, Rod Strother, Jo-Anne Tan, Boyd Benkenstein, Jesse Teh, Sam Siong Wee, Mei Fang, Chin Seng, Beh. Left to right. front row: Wai Wai, Mark Ngui,Jovi Chong, Shanthini, Terrence Knight. Daniel Khoo

GREY Direct InterActive had recently won Best of the Best at DMAM. We have heard about their struggle, their frustrations and mostly their determination. Adoi grabs the man behind the scenes, Rod Strother, Regional Director, Grey Direct InterActive, for the truth.

Wrth all the years in advertising, what would you say is your most memorable moment?

You started off with a tough question. Like everyone else I've got plenty of memorable moments, some of which for all the wrong reasons.

As a young marketing exec on the client side I remember going out for lunch with our agency's Group Account Director - Robert - to get some career advice. He picked a Chinese Restaurant near their office (bear in mind my experience of eating in Chinese Restaurants was the occasional late-night, take-away fried rice). I sat with my best suit on - which probably cost the same as his Friday night out - and sat to attention ready for his pearls of wisdom. I declined the chopsticks knowing that I would show myself up straight away. I feigned my lack of culinary knowledge by letting him order from the menu. When the food arrived I tried to show how at ease I was with the food and grabbed a prawn from the plate.

After popping it in my mouth I moved my head slightly to one side in order that he couldn't see the tear running down my cheek caused by the burning skin in the roof of my mouth. He warned me, rather too late, to be careful of the hot oil. As the lunch progressed I continued to stress over how to make an impression. Just as I felt I'd never make the breakthrough, my suave lunch companion popped one of the prawns into his mouth and

II a001 MARKETINGCOMMUNICATIONS

Behind the scenes of

Direct Marketing

â&#x20AC;˘av MONICA WONG

promptly spat it on to my plate. '*@#! that's hot'. He then proceeded to start eating his rice with chopsticks - and apologised as he flicked it all over my plate, shirt and trousers. By the end of the meal my tie was undone; I was putting forward ideas on how I could promote myself to various agencies and felt totally at ease. In the following month, I got in front ¡ of 4 or 5 key agencies in town. I've always liked to think he did it deliberately and through the years when I've been fazed by someone I've thought back to Robert spitting prawns at me.

Probably the most significant from a business and personal side would be back in Scotland when I got home from the agency one evening to find a message on the answering machine from Grey in London about a job in Malaysia. I don't think even my wildest guess would have brought me close to what that phone call has meant for me over the past 7 years.

What is your interpretation of Direct Marketing?

The IDM UK defines Direct Marketing as 'The planned recording, analysis and tracking of individual customers' responses and transactions for the purpose of developing and prolonging mutually profitable customer relationships."

The part that I always stress to clients is that it's about mutual profit, not just about increasing your profits from your customer base. There has to be something for the customer to gain from having a relationship with the company, whether that is through recognition or reward or a combination of both.

What advantages do you offer compared with conventional advertising?

One of the chief aims in what we do is to provide accountable advertising right down to a customer level. In an ideal world, we can drill right down to which person responded to which particular communications and, where appropriate, what was the value of the response

_Direct Marketing

(transaction). At times what we offer can replace conventional advertising and at other times it will act as a support. Whatever the advantages are it still has to be balanced against what is the best way to meet the objectives.

Success measures are confidential on this one I'm afraid. But from our point of view, in 1999 we came from absolutely nowhere to pick up 14 out of 31 awards at the first DMAM. More awards than even our competitors gathered. This suddenly got people to sit up and notice us as a serious player. In 2002 we won more awards than any other single office at the DMAsia show, picking up Best in Show for Effectiveness for our work on Shell. However, over the past few years we've been quiet in terms of the awards and really haven't put up as great a showing as we should have done. At the 2003 DMAM show one of our Account Directors summed it up when he said 'I'm not disappointed about the results when I look back at how many pitches we've won this year and how we met our targets' .

For me winning Best of the Best was the culmination of 7 years of hard work by Grey Direct InterActive. I've had some of the most talented people in the direct marketing industry in Malaysia come through the door and I'd like to dedicate the award in part to all of them, as well as the fantastic team we've got here today.

When it finally comes time to move on all you can hope for is that along the way you've managed in some way to help people you've worked with get better in what they do - strategically or creatively - and that it's either ignited a new passion or helped to fuel the existing one.

... For me winning Best of the Best was the culmination of 7 years of hard work

by Grey Direct InterActive. I've had some of the most talented people in the direct marketing industry in Malaysia come through the door and I'd like to dedicate You have recently won the Award for the award in part to all of them, Best of the Best at DMAM. Tell us about as well as the fantastic team we've the winning product? And what would got here today... you say made it a winner?

The actual accolade was for Tiger FC work done for Tiger Beer and it was something that all of us in the agency had high hopes for.

I think everyone knows when they are on to something that is in with a real chance of picking up one of the top awards. I believe we knew that all the way back to the pitch in July last year, what we needed was a client who believed in it, which we have.

Tiger FC is effectively the football marketing platform for Tiger Beer. The best way to experience it is to join in at one of the viewing parties that are being held throughout Malaysia. Alternatively, you could go to www.tigerfc.com.my and join up as a member!

I think what made it a winner was the flowthrough of the core idea. We kept true to the style of Tiger FC right the way through the line -from press to online to direct mail to the viewing parties themselves.

What was the toughest challenge in this campaign? How did you overcome it?

The toughest challenge was to go from greenlight on the project to launch. We had a period of a few weeks only and had to make it for the launch of the football season in August. During that period, it really was touch and go as to whether or not we'd make it. However, it was a team effort from everyone at the agency and at Tiger. Working in an agency where we pride ourselves on our Synchronised Marketing, it was great to see us really put that in action from idea conception right through to execution. Without that ethos throughout the entire team we couldn't have delivered.

How do you measure the effectiveness of your marketing campaign? What factors are involved?

Strategising for

Captivate the audience.

~

Turning The Tables â&#x201A;Ź..____.:,..-.Creative Awards 2005

To enter, call 03-7491 8166 or visit wwvv.tableview.com.my Closing date : 29th April 2005

~~Tableview

HAVING successfully executed Maxis' data services and the Maxis Euro 2004 campaign , Ogilvy and Mather has been selected to drive the strategy for the advertising and direct marketing business in 2005. This includf:Js the post-paid, loyalty and enterprise, communications. The strategic partnershippromises a revolutionary wave in the way Maxis communicates with its customers. A delighted 0 & M Managing Director Zayn Khan says the Maxis account not only brings to 'the Ogilvy Group in Malaysia its biQg~st new business for many years b.ut places 0 & M in the forefront of the fastest ZaynKhan, Managing Director, Ogilvy &Mather growing and most dynamic sector in Malaysia.

"As an agency, we need to be a part of this action and we are thrilled to work with Maxis which is a brand unrivalled for innovation and vision. The industry is very competitive and price-driven. The biggest challenge is how to communicate with consumers in a cut-through manner," added Zayn.

Zayn attributes the success of 0 & M winning the Maxis account to solid strategic thinking, fresh creative work and the strength of the Ogilvy network.

And there is more to come.

_TV Ad Showcase

The scent which had scored with Marilyn Monroe is now scoring wit Nicole Kidman. At ÂŁ18 million, Baz Luhrrnann directed the world's most expensive three minute movie/ad for the perfume Chanel No.5.

Sensual Nicole Kidman paired with Rodrigo Santoro, dressed in costumes by Karl Lagerfeld, shashaying to the strains of Debussy's Clair De Lune, this mini fairytale is a big hit with all the romantics of the world! The only hint of the perfume was the wistful reminiscing by Santoro of, "her kiss, her smile, her perfume':

1m a001 MARKETINGCOMMUNICATIONS

_Opinion

HOLDING COMPANIES

GOOD B OR UGLY? •sv GREG PAULL

recent years, get merged in by the bigger fish.

BACK in my distant past, I once worked in one of Where is it now?

Sir Martin's many agencies. One day, an email Last year, several companies. HSBC, Samsung, arrived in my in-tray "I have met yesterday with Intel and a handful of others, conducted 'holding the local marketing director and here are the five company pitches' where the larger entity drew in things we need to do to get the relationship appropriate support from the member agencies. going" he started. Yes, this is correct the local So far, WPP has been the dominant player in this marketing director. He did this because he knew front, suggesting it either has more options, betthat ultimately, the buck stopped with him. If the ter ideas, lower fees or a winning combination of local guy was unhappy, he may complain to the all three. regional guy, and so on and for one of WPP's top We don't see this stopping clients like options, five global clients, this just wouldn't do. holding company reviews give them options. Will Now in the twenty first century, the holding this happen at the local company model is evolvlevel in Malaysia? Well ing into such a fonn that time will tell, its less likely it may well be the best as on a regional and local example yet of the truly level (today at least), integrated agency. Sir agencies are more indeMartin recently wrote a pendent , save for the long piece entitled "Why monthly and quarterly you should appoint a ... We don't see reporting back to their global agency group" parents overseas. this stopping clients like (you can google this and Where is it going? no doubt find the whole options, holding company reviews To see the future, the article). It was a very give them options. best indication was a articulate argument that, Will this happen at the move by WPP last year with the death of the local level in Malaysia? to create 'Global Brand commission system, Well time will tell, Leaders" these rare clients were no longer people (there may be its less likely as on a regional bound to a single less than 20 worldwide) agency. In addition, (as and local level (today at least), sit at the holding comwe all know) , all the spe- agencies are more independent , pany level but act like an cialists within an agency save for the monthly account head, manag(Media, DM,research etc) and quarterly reporting ing a specific client relawere sick of feeling they back to their tionship across multiple were "second class citiagencies. For clients parents overseas... zens" (his words) and like HSBC, Nokia, Shell, created their own entities BP, etc. , this gives them with a far higher skill level a single point of focus than they could ever for all disciplines attain where they were. whether it advertising, There can be no doubt direct, PR etc. looking at finns such as Doesn't this sound Mindshare, etc that this like the good old days of is the case. full service?

Well, as Sorrell argues well, you're Why did this all start? only half right.

The 'one stop shop' concept is Holding companies are not all that new - since ultimately his vision of the holding company, but in the seventies when Marion Harper fonned Intera new guise "today's group has two advantages public in the US, agencies have looked at ways over the traditional full service offering -first, speto combine capabilities and functions to drive cialist skills and second, backroom management synergy and profit. WPP was a back-door offering the agency heads more time and focus" opportunity for Sorrell to have a listed entry via a Is he right? Well, time and his US$80m bonus Wire, Paper and Plastics company. Publicis is will tell. very much a newly created holding company.

But the primary driver of all of this is simple shareholder value. Without creating this, the holding companies themselves will lose favor and , as with BCom3, Cordiant and Grey in

Greg Pauli is Principal of R3 (www.rthree.com), the Asian arm of a global consulting group focused on agency relationships and performance

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_TableView

NewsBriefs World •

CREATIVE HONCHO J. Walter Thompson announced Craig Davis as the new Worldwide Chief Creative Officer, notches up from the previous position of Chief Creative Officer for JWT Europe Middle East and Africa . The impressive impact that Craig had creat- - - - --/" ·.;;;_· ed earned him this position in less than a year. "He has a ruthless ambition to restore this agency to its rightful position as the leading global creative network," said JWT worldwide CEO Bob Jeffrey. "He is a very persuasive and inspiring creative leader." Craig judged at the inaugural Malaysian Creative Circle last year!

MARKS ITS TERRITORY VIA TABLETALK

• GREY ANALLY SOLD! European Commission, the antitrust regulating arm of the 25-nation European Union in Brussels finally nods approval to the purchase of Grey Global Group for $1.5 billion. The delay was due to the assessment of market effect after the deal.

Grey will boost WPP's revenue by about 20% and combined revenue last year would have been $9.2 billion (4.9 billion pounds). Ed Meyer, Grey's CEO, stands to make some $350 million on the deal, and will remain part of the merged company for two years.

• BBDO GAINS $35 MIL ACCOUNT DALlAS Dial Corp. has recently awarded creative duties to BBDO. They succeed GSD&M in Austin, Texas, who had been holding the account since 2001 . Estimated billings are $35 million. Media chores were shifted from GSD&M to OMD last spring.

• FROM ADVERTISING TO BREWERY SABMiller's Miller Brewing Co. hired Bob Brennan, one of the founders of Starcom MediaVest Group and former president of Leo Burnett Worldwide, as its director for marketing services. He replaces Steve Buerger, who left Miller to be group vice president for media and business development for the corporate sales and marketing group at Time Warner.

• GROUP'S DEUTSCH/LA. Concern on the rising tide of obesity-related criticisms and potential legal liabilities. Kraft Foods announced it would stop advertising snacks such as Oreo cookies and Koolaid and shift its ad budget to new lines of healthier "Sensible Solution " food products for children. Many food industry observers fear that Kraft's strategy bolsters the position of the consumer advocates and government officials who favor an overall ban on the big business of marketing "junk" food to children .

1m aOOI MARKETINGCOMMUNICATIONS

THE featured TableTalk ads this

month is from Celcom Hitting the tables nationwide, Celcom banked-in 3 products with Tableview. Celcom has been planning to come on this medium since early 2004. Despite being new to this medium, Gelcom has taken a bold move with a massive buy to reach out to their target audience as it has been proven by a research done

by Tableview that the crowds that visit the Malaysian restaurants are largely those in the age group of 17-35.

Launched in December 2004, the Xpax prepaid from Celcom painted the town with its recognizable purple on all possible media. TableTalk was no exception. The Xpax prepaid provides some intelligent features like airtime share and SIMcard rescue where you can restore your phonebook memory in an instant if you lose or upgrade your mobile phone.

Joining the Xpax prepaid, the 2 other products are Celcom Mobile Data and Celcom Budget IDD.

Celcom Mobile Date allows Gelcom users to chat with their internet friends through their phones.

Amongst other attractive features are SMS Cupid where you can search for that special someone and find true love; Games download and Cine. Magic where you can get the latest movie schedules, ringtone downloads, wallpaper downloads and movie trailers.

The Celcom Budget IDD offers attractive rates with savings up to 88% on international calls around the world. Calls to China, Brunei, Canada, South Korea, Taiwan and Thailand are only charged at RM0.60 per minute.

"With these ads on tabletops, Celcom is definitely hitting the right audience, at the right place and at the right time and all Celcom users can be kept informed of the latest promotions in town. For non-Celcom users, they can start thinking of switching to Celcom when they are left out from enjoying the attractive promos." commented SuLian Woo, General Manager of Tableview Malaysia.

_OutdoorType

Executive Creative Directors:Huang Ean Hwa & Lee Szu-Hung Creative Director: Ajay Bakshi Art Director: Choo Chee Wee Group Brand Director:Dinesh Sandhu Brand Executive:Joyce Chan

boon-¡- -

PUSHING the fun for PS2.The first outdoor advertisement for Sony Playstation stands at a bus stop at 'Amp-walk', Jalan Ampang.

Ught box panels at this modified bus shelter is covered with bubble wrapwith Play station 2 icon on each bubble. McCann has certainly been kept busy changing fresh panels of bubbles every other day!

PonoiiiUifoco, clooe-up. Tho~ 1oono ore printed dlroctly onto the llghl>oot aaylc; once~ hos

are placed"'"" panels. a19>0c1 wilh loono, and ooand in plooo.

Make your Brand the topic of conversation.

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Tel: 603.7491.8166 Fax: 603.7491.8122 e-mail: great280tableview.com.my URL: www.tablevlew.com.my

To some, it's a job. To our cabin crew, playing host is second nature. Thanks to an age-old tradition that teaches us to be hospitable toward all guests. To those who voted for Malaysia Airlines, thank you . Keep f lying with us and you 'll always be treated as the best , by the best.

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_CriminaiAd

Heroes or Zeroes? â&#x20AC;˘av MONICA WONG

actions were taken. Laura Kam lssacharoff, coTHE reel shows a Middle Eastern Looking man dressed in Arafat-style Kaffiyeh getting into,.jl,Volk.:. ¡ . director of the Anti Defamation league's Israel office said in The Jerusalem Post, "There is no swagen Polo. He drives the car up to an outdoor accounting for this advertisement's inappropriatecafe packed with people and detonates the exploness and bad taste. It's appalling". sive belt buckled around his waist. The driver Without much of a debacle, the creators Lee blows himself up but the sturdy VW manages to Ford and Dan Brooks, from Lee and Dan, a Loncontain the blast. A black frame reads, "Polo. Small don based independent agency apologised. "We but Tough." think the spot reflects what people see in the This spoof ad had created quite a stir when it news everyday, and in this instance the car is the was 'accidentally' circulated on the internet. VW hero that protects innocent people from someshocked, retaliated with, "No one from Volkswagen one with very bad intentions.

We're sorry if the ad or any of its ad agencies of record cooperated or has caused any offence". said Dan. Charges were involved in the production of this." said Tony were dropped.

Fouladpour, VW company spokesman. Legal

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