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REGIONAL PUBUSHER Harrnandar Singh aka Ham ham@pop.jaring.my SENIOR WRITER Dean Johns dean@ham.com.my STAFF WRITER Monica Wong monica@ham.com.my CONTRIBliTORS Kurt Crocker Nick.Wreden Josh Sklar Simon Beaumont AndrewTu
ART DIRECTlON/ DESIGN TMAii Basir ali@ham.com.my Amirul Hafiz @Faisal amirul@ham.com.my ADVERTISING EXECUTlVE Rameshvinder Singh ramesh@ham.com.my Mobile : 012 205 6217 ¡OFROAL PHOTOGRAPHER Jen Siow/Jen Studio PRINTER Hin Press & Trading Sdn Bhd COLOUR SEPARATION Far East Offset & Engraving DISTRIBUTION Five E-comm Sdn Bhd ADOI magazine is published fNefY 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
I UKE to see life as a book. There is the beginning, there are the chapters of events and there is an ending. The days that pass us by are the pages that we have read and we always look forward to the surprises in the next few pages. One thing we can be sure of is, that there will always be a fine mix of bitter and sweet memories. fts a good year ends, another begins. Let us ~inisce a little on 2004. I feel that there are a few events in the year that we can be especially proud of. Rrstly, there was the historical moment for Malaysia when JWT won our first Cannes Grand Prix Award in 51 years, then of course there was the re-emergence of ad agency powerhouse 'McCannErickson' to stand up at Malaysian Creative Circle 2004. On top of everything, the ADEX touched a record high, that of course is celebrated by all in our industry. For ADOI , we are pleased to present our Certificate of Average Net Circulation that had just ,_ anived from the Audit Bureau of ~s~~ Circulations (picture left). We ---. ~==- averaged at over 6,000 copies per month. Yes, indeed that chapter had closed well. For ADOI, we have a lot to be thankful for. I am grateful for the support of our columnists. Wrthout which, I might have had to pitch a tent at the office through Christmas and New Year. Instead, we managed to beat the mad rush with time to spare and some of us escaped to Cherating for a break (picture right) I love the beginning of a year. It is like a whole new chapter. No matter what you have or have not managed to do the year before,no matter how bad things had been, you are given a new lease. How many of us have actually made new resolutions? How many of us are repeating the resolutions we have made last year? If that is the case, let's just spare ourselves the misery and not make any more empty promises. fts for my editorial team and I, we made our resolutions
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about two months back. And so far; it is turning out quite well. In fact, things are looking really good for next year.
Sledgehammerians Chilling out I
We are proud to introduce the latest addition to our team. Most of you would already know him. It's none other than Dean Johns. Yes, he is back in Malaysia, again. Response has been great for our ad showcase and Adgony column 'ftsk Simon'. In fact we enjoy interacting with our readers so much that we are starting a 'Creative OUTiet' in February. ADOI accepts any creative works from anybody. Just let your imagination run and let us be the judge to select the best to show off. Simply send them in by the 15th of each month. Do write to me at monica@ham.com.my with suggestions on what you would like to see in ADOI. I will definitely give these suggestions serious consideration. Meanwhile, have a great year ahead. Most importantly, have fun! Respectfully,
i1iUN WHAT'S H. ' T IN THIS ISSUE
HIGHLIGHTS 06 06 08 10 36
Dean Johns : Mind Games Kurt Crocker : How To Cry On Cue Nick Wreden : Five Trends For 2005 Ask Simon by Simon Beaumont Andrew Tu : Going Beyond TV
EXCLUSNEINTERwEWS 04 16
Oriental Daily : Modern Oriental Moves Miles Young : Forever Young
Audlt8urouofCin:ua.tJons
Š All rights reserved by Sledgehammer Communications (M) Sdn. Bhd. No p art 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.
INTERACTIVE 08
Josh Sklar : Broadband Aid
SPECIALS 12 22 26 32 36 38 40
The French Renaissance TV3 : When Disaster Strikes... DMAM : Being Direct About Marketing AdFeature: Kungfu In India AdFeature: McCann Candid Camera Mobile Comfort TableTalk: Teh Tarik Satu!
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_CoverStory
Modern
•av MONICA WONG WHO is KTS Group? Started with a humble begin-
What is the brand image of Oriental daily?
ning as a timber concessionaire, it has grown over the years as a mammoth company with over 10,000 staff with diversified investment in various industries. With the group's track record in churning profitable entities, KTS yet again is making a bold move to start another Chinese Daily - Oriental Daily News. Oriental Daily News is KTS's extended reach into national media. Its first hand at media was with See Hua Daily in the fifties, followed by Borneo Post and Utusan Borneo in the seventies. However, their strength didn't reach very far in West Malaysia from the East. Therefore, Oriental Daily was incorporated in 2003. It was given the same guidance as all the other organisations in this group has enjoyed. Built on a foundation of strong financial backing, ample resources from their existing network of companies and balanced sturdy management from the best in the field; it was ready to take flight almost immediately. In that short period of time, Oriental Daily News has been nominated the fastest growing newspaper. As we wonder how it all happened, ADOI delves in for answers.
We position ourselves as a premium, content rich Chinese daily that empowers our readers with the truth, be it political or cultural. We endeavour to arm our readers with precise knowledge, especially on matters that affect their daily lives. Many of our readers think of our paper as an alternative voice to the community. For example, we pay close attention to the needs of the Chinese Community. Other than being just a news provider, we know our role as a platform for public opinion. Here they can speak their minds freely. We are definitely doing something right as response is spurred on. As a brand, we are seen as a paper that is free, fair and fearless in taking in radical ideas and campaign from advertisers.
When was it launched? What are your visions? The paper was launched on the 1st of January 2003. We are resolved and determined to be not only informative but also an educational news provider. Our readers who ranged from middle to upper class families have the desire to be ahead of others armed with a veritable source of information and mostly, be exposed to the truth of the matter. We cater to that in the best manner that we could. That is to remain on neutral ground. We present them with all available information, on certain issues both sides of the argument and reasoning, all done with impartiality. On top of that, we include explanations for certain actions arid decisions that were reported aimed not only to educate but also to provide our readers with an insight to matters. We envision the truth. Taking the best from old school and incorporating it in our modern society, we hold that 'Content is the King'. This is our belief. This is our Mure. And we aim to provide that in the most concise manner.
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What is your readership like? Oriental daily reached 337,000 readers in the past week and 85% of that are actually subscribers. Our readers are affluent, urban professionals and about 50% have a household income of RM4, 000 and above, according to Nielsen Media Research. We also know that our readers are attracted by the layout and content spread.
... While many advertisers jostle among themselves for positioning, many often ended up with ineffective campaign as they lose grip of the objective...
----.....--..-
A large number of SMI I SME have also been reading our paper. The tremendous response was a triggered by our forums and spin off publications such as the Financial Planning Guide, which was sold out in it's first print run of 10,000 copies.
What makes it different from other Chinese dailies? Other than our overall contemporary layout with clear font and concise reporting for easy reading, we take pride in our graphics. Not only do we want people to read the truth, we feel that graphics help emphasise and convey the emotion. Secondly, we are independent and not politically owned. We enjoy the luxury of neutral and fair reporting. Most importantly, 85 % of our readers are subscribers. That makes us the Chinese daily that boasts the most consistent readership base. This enhances the effectiveness of an advertiser's campaign.
What special Supplements and what extra mileage do you offer your readers and advertisers? I think our "Master of Trade" Series is something that both readers and advertisers appreciate. It is a tabloid pullout supplement ~onsisting of either 16 or 24 pages of advertorials. This full colour special supplement gives the advertisers the opportunity to present their success stories, product usage, as well as branding awareness, editorial style. We started this customised project in June 2004 and to date we have had 30 such supplements. Advertisers who used this customised strategy include Oversea Chinese Restaurant, BSA, Denise Wine, Focus Point, Ogawa, Diamond Water Filter, Munchy's, just to name a few. This special supplement is effective because our readers appreciate the additional information and knowledge on the products. This alows them to make more informed choices. For the advertisers, they get extended branding, as readers would keep this special supplement for M ure reference. We also organise many seminars and road shows nationwide. These seminars and road shows focus mainly on business or entrepreneur-
Sturdy Backbone of Oriental Daily : Ng Nyen Fah, News Director ; Puah You Lai, Editor-ln-<:hief; Pattrik Ting. Senior Manager, Advertising
ship. They are commonly attended by around 350 - 600 affluent readers aged between 25 - 45. Our concept is to run an informative campaign about the event 3 - 4 weeks before the event takes place and carry a special supplement on the day of the event. This would instil special interest not only in our regular subscribers but also new readers. The most notable ones include 'Market review: How Maybank affect Malaysia share. ' 'International Conference on Malaysia-China relations in a new world order. ' 'Entrepreneur for SMI Business Success Seminar' and '3 in 1 celebration, held in conjunction with the 30th Anniversary of Malaysia-China Diplomatic relationship and Admiral Ching Ho Visit Me/aka 600 years anniversary. ' We are the first daily in West Malaysia published everyday including public or press holidays. This gives us an edge over our competitors, and keep their readers updated with the latest news. In fact, we include more informative and interesting materials for the readers during press holidays. All this done without interference nor distraction from our competitors with Oriental Daily being the main focus (being the only available paper) and that gives our advertisers better competitive advantage. Advertisers benefit further from this as the readers are converted to our side.
pate in the campaigns. We go the extra mile just to help them make it work.
Do you think the advertisers are reaching their target group? Why? Yes, they are reaching their target market. We know this as we too do our own research. When a client places ads with us, it is not the ads alone that they have placed with us, but the successful response of a campaign . We offer them along with the ads our added services such as response measurement as we have a unique direct-to-home marketing channel. We call it our customized strategy. A good example would be the Diamond Water Filter Campaign. Its aim was to convey a message to the public on the importance of using clean water. A loose insert in the form of a corporate VCD was initiated. For others this could have been a logistic nightmare, for us we didn't break a sweat. This was followed by a series of advertorials to allow our advertisers the opportunity to present their case with additional facts. Sub-
What makes you special to advertisers? Oriental Daily has a unique selling point. We are positioned as the most advertiser friendly paper. We have a multitude of customised campaigns to meet the advertisers' objective. While many advertisers jostle among themselves for positioning , many often end up with ineffective campaign as they lose grip of the objective. We actually partici-
sequently, our CRM team through telemarketing measure the success of this campaign. And the results were amazing. Although we are only 2 years old , we have grown a long way to achieve our current position. Competition is ruthless, however with the support of our friends and partners or you know them as advertisers, Oriental Daily News is here to stay and succeed.
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_Opinion
ames
â&#x20AC;˘ BY DEAN JOHNS deanejohns@optushome.com.au I'VE been intrigued to read a remark by the late, great crime author Raymond Chandler, in a book of his collected letters, that "chess is about as elaborate a waste of human intelligence as you would find anywhere outside of an advertising agency." I couldn't care less about chess, except to suspect that Chandler might have considered it less of a waste of w its than electronic games and other such mindless innovations that he mercifully didn't live to w itness. But I'm fascinated by his assessment of us advertising people. Not that he was calling us stupid. On the contrary, as a former adman himself, and thus vividly aware of how bright or even brilliant many people in our business can be, he was both giving us credit for some intelligence as, let's face it, many people don't, and decrying our squandering of it on
a trade he clearly considered to be beneath us. As big a fan as I am of Chandler, however, and of his classic private-eye novels and movie vehicles The Big Sleep and Farewell, My Lovely, I can 't agree with his assertion that advertising's unworthy of our abilities. As a vital component of marketing goods and services of every kind, it plays a pivotal role in promoting the prosperity of our clients, communities and national economies. And as you and I are both very well aware, it takes inordinate amounts of ingenuity to create, produce and persuade clients to invest in. Admittedly advertising's not, as they say, rocket science. But then most of us adpeople, even those few of us who are as clever as we think we are, aren't really rocket-scientist material. Our particular brand of brain-power tends to be intu-
itive rather than intellectual, ad hoc rather than academic. The way we think on our feet and off the top of our heads may well be too shallow and simple-minded for the sci!(nces and other such heavy-duty, highbrow o dcupations . Whereas advertising, far from being \a waste of our quick and lightwe ight wits , as Raymond Chandler claimed , seems to me an utterly appropriate application for them . But not the only or exclusive application. If ever we feel like a break from advertising, or have a mind to extend ourselves further in the little spare time the business affords us, there are lots of alternative opportunities for exerting our mental powers. All the way from writing private-eye fiction like Chandler himself did, to enlisting our creative and communications skills in the service of humankind instead of clients for a change, and helping fight some of the evils besetting the world, like AIDS, starvation, corruption, environmental vandalism, sectarian terrorism and war. Or we can settle for something less altruistic, such as beating our brains out philosophizing about advertising when not actually working at it. Like I'm amazed to find myself doing right now, at 11 pm on a Friday night, when I could be out wasting my intelligence playing chess, if I knew how, or better still just getting wasted.
How to Cry on Cue .BY KURT CROCKER, CREATIVE DIRECTOR DRAYTON BIRD, CROCKER & MANO (DBC&M)
I DISSED satellite lV broadcasting in one of my previous ADOI articles. Astra's COO wrote to me, lovingly, promising an unassailable explanation of the merits of "DTH over cable". He added that he was "intrigued as to the link between rain fade and Direct Marketing. The article in question had me fuming about disruptions to my regularly scheduled viewings of, I don't know, "Friends". Or whatever. Interrupted by storms. "Rain fade".l artfully segued into some jabbering about my marketing speciality. So here's another disconnected coupling: the art of crying on cue, and its relationship to Direct Marketing (or advertising, for that matter). This is the thing. Just to keep my stress level at its absolute maximum, I occasionally take to the professional stage. I act (or make that attempt). In my last role, I had to cry on cue, every night plus two matinees, for 15 days in a row. I used no specific technique for achieving those tears. But then I thought back about how they came to flow. My strange and scary mind drew a parallel to what we do, or should do, to
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create compelling communications.
Do your research Know as much as you can about the person you are trying to convince. And I do mean person, singular. Don't ever make the mistake of talking to the masses. Gather all the facts you can about your most likely prospect and create a mental picture of his or her past, present and future. On stage, I was The Duke of Norfolk, trying to convince my closest friend, Sir Thomas Moore to "give in" for friendship's sake ... and to avoid the risk of execution. Empathise Once you've identified the hard facts, imagine that person's needs and wants. Connect with your prospect's hopes and dreams, and link them to your own. Form an emotional bond with the person to whom you are talking. Find common ground. If your prospect's needs and wants are nothing near your own, ask yourself, "But what if they were?" Look him in the eye; get into his mind.
Sir Thomas Moore was risking the wrath of King Henry VIII by remaining silent about his monarch's divorce. Torn between loyalty to his King and his faith, with Norfolk caught inbetween, Moore denounced his friend with the hope of saving him.
Say it with feeling Express yourself, in words and pictures, with the emotional tone that will convince your prospect to do what you want him to do. State your case logically, countering every possible objection in an orderly way, but say it with a sense of joy or excitement or fear or sadness. Make sure the tone you use is appropriate, but give your message a "voice". The Duke continued to love and respect Sir Thomas, but their friendship was severed. (Eventually, Moore's head was severed as well.) Again , these three "secrets" apply to both Direct Marketers and you general practitioners. So give them a serious try and see how they sell. Maybe you'll cry less often.
The Mind Thinks In Pictures.
InterActive
BROADBAND AID â&#x20AC;˘av JOSH SKLAR, FOUNDER LOGICWORKS JOSH@LOGICWORKS.US
THE United States may no longer be on the leading edge of modernism when it comes to available technology, but they are still a good 'canary in a coal mine' when it comes to the end of the growth of erstwhile popular tools and standards. Thankfully, after 43 years since AT&T introduced the first modem, the Bell 103 dial-up is on the decline in America. While other nations have high percentage per capita penetration of broadband Internet services at home, as of July 2003 only 38% of all connections in the U.S. were of a tolerable speed. But hey, they still think analog mobile phone networks are nifty. Yet all of that (well the Internet stuff) has now shifted. In August of 2004, Neilsen/NetRatings released a report stating broadband usage leapt 47% over 2003 and, at that time, accounted for 51% of all 'net connections from the home front. Suddenly more than half of the American online community believed it was worth replacing the warm comfort of the familiar dial tone for the tranquil hum of a cable modem or DSL link. The question is: why now? What suddenly spurred the growth after 43, ok, 10 years?
WHAT will be the hot branding trends in 2005? Here are five developments that will affect clients, customers and budgets: 1. Performance-based compensation: In 2000, Procter & Gamble, the world's largest advertiser, rocked the advertising world by no longer paying media commissions. Instead, agencies were paid based on actual sales. Compensation increased if sales went up, and down if sales fell. Despite predictions, performance-based compensation has not advanced very far, partly due to fierce resistance by agencies ("what if the client can't deliver what is promised") and partly because of the difficulties in measurement. But advances in activitytracking, especially on the Web, and new demands for accountability will result in increased demands for performance-based compensation for both advertising and PR agencies. It's a trend that agencies should welcome, not fear. Leading consulting firm Accenture increased the number of employees by 25% last year after adding some type of performance measures to 30% of its contracts. 2. Enhanced customer connectivity: With consumers being bombarded with 60% more ads than they were a decade ago, companies are turning to more innovative ways to connect with customers. Canadian shoe company John Fluevog gets its customers to design shoes they would like to see made. Other customers then rate the designs online. Six designs have "won," and sales exceeded expectations in each case. Jones Soda in Seattle prints customer photos on its beverages. Apple, Heinz and other firms have established online communities where customers interact with each other. The Ogilvy Loyalty Index found that such customers are worth six times the value of a "typical" customer while a McKinsey study found that these customers accounted for two-thirds of online sales. 3. Social branding: The success of Naomi
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As usual, the answer has many sharp, pointy prongs. Firstly, even after the end of the dot.com era, there is no question about the security of online purchases. "Back in the day," we interactive heralds were spinning like mad to get people to trust encryption by explaining how much safer it was to buy something online in your own home than to give your credit card to a waiter, your social security number to the cable company rep on the phone or to withdraw cash from an ATM. It was a very trying time. But now? Now if there's one thing that might prevent some people from doing their shopping on Web sites it's not being able to touch the product before you buy. Security isn't an issue. That means people are becoming more accustomed to and expecting of the Web to do everyday tasks. Since consumer Web sites over in North America are trying to continually raise the bar and not cater to the lowest common denominator, they tend to have nice interactive options and a copious use of Flash which places increasing demands on the visitors. Secondly, with all the pundits and prognosticators predicting unflinchingly, even after the bust,
that the Internet would be the end all and be all, the big telecommunications companies decided not to decelerate the momentum the mid-to-late 90s had on their slow-to-catch-on girth. In other words, they had been convinced that they needed to upgrade their infrastructure and create new services for their customers or be knocked out of business by their competitors and decided that they had to go all out. Each of the major ISP brands are investing billions into the game, including SBC Communications, Time Warner Cable, BeiiSouth, Quest Communications, Verizon Communications, Comcast, America Online and so forth. They are bringing the technology to anyone who is interested. Thirdly, the ISPs are cutting each other's throats in pricing and free options, which is why the Lord was gracious enough to invent capitalism and free market competition. Although dial-up is now as low as USD$9.99 a month, for a little more than twice that you can have broadband bring you nearinstantaneous site loads. Fewer providers are holding back the bandwidth, as they used to, modem fiber optic lines, routers, modems, stabilizers and compression techniques mean the speeds just get faster and faster. Now practically everyone is throwing in the option of Voice Over IP aka Internet telephones over their service, trying to integrate all of the telecommunications in the home and bypass all of the ridiculous surcharges that accompany non-digital utilities. Hopefully 2005 will be the year that the harsh sound of the modem carrier is finally replaced with the oooh's and aaah's of those last holdouts switching over to what many of us take for granted these days: easy access to information.
FIVE TRENDS
FOR 2005 â&#x20AC;˘av NICK WREDEN
nick@fusionbrand.com Klein and the no-logo movement are making companies understand that brands have social as well as economic value. This is a lesson that companies such as the Body Shop have long recognized. As a result, companies are increasing sponsorships of a wider variety of social movements, ranging from the anti-fur movement to micro-loans in third-world countries. Companies are also paying greater attention to corporate governance, recognizing the strong effect that transgressions can have on their brands. 4. Universe is the brand : As advertising becomes less effective due to proliferation and such consumer tactics as TiVo, do-not-call lists and spam filters, companies are exploring alternative methods to get their products in front of consumers. Look for an expanded emphasis on product placement, not only in TV and movies but also in songs. As anyone who has seen Agent Cody Banks, Matrix or especially Charlie's Angels knows, mobile phone manufacturers have made tie-ins a major part of their promotional budgets. A paid-for song placement and excellent video "Pass the Courvoisier" helped transform the liquor from a dusty fuddy-duddy to a bling-bling accessory. 5. Slogs, wikis and RSS: Slogs are the online tool powerful enough to bring down U.S. politicians and TV anchors and make 20-year-olds intema-
tional superstars. While they are just beginning their rise as a method for internal or community communications. RSS essentially a syndication technology will become as important to a Web site as metatags. A primary branding driver is the recognition of the power that blogs and wikis have in fueling word word-of-mouth, which accounts for 3050% of all brand switching. Fast-forward to the future: Keep an eye on podcasting, mososo and immersive communications. These won 't have much of an impact in 2005 , but could drive branding in 2006 and beyond. Podcasting involves using the iPod as a personal or group "radio station;" Mososo stands for mobile social software that connects people through mobile phones using location-based services; and immersive communications will leverage 64-bit processing, high-definition d isplays and such emerging technologies as Blu-ray that will make virtual reality less virtual and more real. Merry Christmas & Happy New Year!
Ntck Wreden the <Jut!Jor of FustonBr<Jndrnq Hew to Forge Yow Brand for the Futwe ts a managrng cillector at FusronBrand Sdn B!Jd a IJrand consultancy IJased rn KL Contact Nrck at mck ~ fusroniJrand com
FEBRUARY 2005 • Media Planning • Interactive Marketing • Marketing To Woman MARCH2005 • M Direction • Copywriting APRIL2005 • Presentation Skills • Marketing To Youth MAY2005 . • Strategic Planning • Interactive Marketing JUNE2005 • How To Brief Your Agency • Copywriting • Marketing To Children JULY2005 • M Direction • Presentation Skills AUGUST2005 • Media Planning • Writing A Marketing Plan SEPTEMBER 2005 • How To Brief Your Agency • Interactive Marketing OCTOBER 2005 • M Direction • Strategic Planning NOVEMBER 2005 • Copywriting • Writing A Marketing Plan DECEMBER 2005 • Presentation Skills ADOI EVENTS APAI.. 21Sf 2005
Malaysian Media Congress JIA.Y 14TH 2005
Power Suits Awards JULY 29TH 2005
Adoi Adrenaline Student Creative Awards Sept 3()1H 2005 Malaysian Creative Circle (MC2) Awards 2005
ADOI FREE CLASSIFIEDS Position Tille: Account Services Manager Reports to: Sales Manager, South Asia Purpose: The Account Services Manager is responsible for coordinating all aspects of inside sales and client services for an account services team made up of Senior Account Executives and Account Executives. Responsibilities: Implement local sales strategy to allow internal sales team to exceed revenue targets. Assist and support the Sales Manager, South Asia in defining the team organizational structure, selecting and allocating assigned and Key accounts, pipeline definition and tracking, reviewing market intelligence and defining market segmentation goals. Responsible for directly supervising a team of Senior Account Executives and Account Executives in successfully performing their roles. Requirements: 6-10 years experience including a minimum of 3 years in managing sales teams and working on processes. Strong industry network. Demonstrated success in an account services role with supervisory responsibilities, preferably within the imagery/media industry. Must possess strong interpersonal, organizational and communication skills. Please send your resume to klrecruit@corbis.com MARKETING PERSON WANTED, to meet up film produc ers/ production houses for leading film equip ment company. Call 01 2- 2109 401 for immediate interview.
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Sim n! •siMON BEAUMONT simonbeaumont@email.com
Dear Simon, I have a client that just can't stick to what she wants. We get briefed then we do the work. But when we present it's never what she wants. And at that point, she changes the brief. We leave the meetings confused but we try again. When presenting again, she changes the brief yet again. We can't seem to tie her down to a direction. When we
try to probe, we get told that it's the Agency's job to work it out, not hers. I understand this is "normal", but after 10 revisions, it's not funny anymore. How can we read her mind better and manage her ? Triple X
bastard to someone you play golf with every week. " Four!
-Simon Dear Simon, I am a late 20's creative side guy with slightly balding pate and a comb over. Although all of the other balding guys in advertising have gone for the ''Telly Sevalis/Yul Brenner'' shaved head look, I cannot do this as my scalp breaks out if I do. I feel so alone and humiliated not being able to look like the other guys and fit in. I mean , we are supposed to be creative in advertising so I guess it is important that we all look the same so people can identify us as creative. Help!
Dear Triple X. Meet Difficult Client on the pretext of conducting an agency assessment, a forum in which she is required to provide constructive criticism. She is probably unhappy about many of the same things you are (only she thinks it's all your fault), so let her bring up the problems. Develop an action plan together to address her issues and, in the process, negotiate a couple of commitments from her which you and your team think will help lessen your pain. For example, persuade Difficult Client to spend more time working with the agency at a strategic level. Create opportunities for her to do so by building client-agency brainstorming sessions and strategic reviews into your process. If you can involve her more in developing a brief and give her ownership she will be less prone to changing it. I say 'less prone' because let's face it, she will still change her fucldng mind all the time. That's why you should also convince her to speak to the agency more often. The more you can meaningfully engage her about the brief and the creative development, the better you can at least follow the whims of her changing mind. Get the senior person on the team whom she likes the most to call her frequently. Update your client as your own thinldng develops. Early feedback is bound to save your team time and, who knows, you might even be able to influence her once in a while. Finally, take steps to charm the bloody pants off her. Cast your suits to suit her and give them leeway to lavish the woman with attention. Lunches, dinners, conspicuously expensive Raya hampers, post production in Bangkok - it's all good. And as Mum once told me in one of her futile efforts to get me to take up the sport; "It's more difficult to be a
Telly
Copywriter Dear Telly, Taking the piss out of advertising people is like shooting fish in a barrel, and still you need to try harder?
-Simon Dear Simon, I am a designer with an Interior Design firm that is regularly involved in brand orientated projects where we must use a client 's company colours as part of the environment we are designing. Many times these brand colours suck {think McDonalds for instance) and in no way lend themselves to a supportive usage in present ing the brand. Even when I try to explain that maybe we can be a little more subtle, our client's demand t hat we apply their horrific palette ad nauseaum . Please advise!!!!
Colour Blind Designer Dear Color Blind, If your client's palette is inappropriate to the brand, dazzle them by using some means other than color to brand their space. If their palette is merely not to your taste, stop bloody moaning and go with it. Embracing someone else's pointof-view can result in unexpected work and may ultimately broaden your own palette.
-Simon
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The French Renaissance â&#x20AC;˘av THE HAMMER
SINCE WPP's top creative Neil French focused his eye on the Young & Rubicam KL from 2003, the
Neil French, WPP Worldwide Creative Director
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creative product have been on the up. They broke new ground at the One Show RX Awards held at New York. The RX category of the One show was launched in 2004 to honour pharmaceutical advertising worldwide. Y & R Malaysia jolted competition from around the world by gaining two out of the three Gold Pencils awarded! The wins were for the ad called "Left Behind" for client Cerebos, an Asian food and health supplement company. The ad shows a toddler left in a shopping cart. Copy notes Brand's Essence Of Chicken "improves memory." The shop's second Gold Pencil was won for "Home Early'' forUm Dental Surgery. The ad shows a man trying to hide underneath a bed, but he's easily visible due to his gleaming white smile.
Young & Rubicam KL stood out for Malaysia again at the London International Advertising Awards, being the only winner from this part of the world despite countless entries submitted worldwide. The winning entry, 'Annual Dinner' is an ad to promote Brand's Essence of Chicken for Cerebos. This print ad was a tongue twister with illnesses such as 'Chorophobia' defined as 'fear of dancing'. Scary as it may sound, it is a thoroughly entertaining piece, which flaunts the creative art of copywriting. The celebration that followed definitely excluded any Metyphobics (people with a fear of alcohoQ. Put these together with some brilliant work for Air Asia, Young & Rubicam Malaysia will be the one to look out for in 2005. Creative Director Edward Ong, hailed by Neil as one of the rising stars to watch, is coming into his own very nicely.
For greater understanding ... two heads are better than one As the industry leader in providing insights and analysis on consumer behaviour, ACNielsen Malaysia uses leading-edge methods such as
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Welcome to the Chorophobia Society's Annual Dinner and ... well, dinner anyway. Or, on the other foot, if you're a deipnophobic, by all means prance about all you like, until you fall over from malnutrition. It's all about stress, you know. Just getting about can be a bit of a trial: What if you're a siderodromophobic amaxophobe, for example: Presumably you just sit at home all day/ Unless you have a touch of thaasophobia, and a side-order of domatophobia, in which case you'd probably stand outside, trying to look nonchalant. You could go for a relaxing stroll, except that your rampant dromophobia and incipient gephyrophobia would mean you could only pace up and down, carrying a brolly on account of your ombrophobia. The best plan would be to contract severe ambulophobia and optophobia as quickly as possible, and stand very still with your eyes tight shut.
Cast in order of appearance:
Cborophobia: Fear of dancing. Deipnophobia: Fear of dining. Siderodromophobia: Fear of trains. Amaxophobia: Fear of riding in a car. Thaasophobia: Fear of sitting down. Domatophobia: Fear of being in a house. Dromophobia: Fear of crossing the street. Gephyrophobia : Fear of crossing bridges. Ombrophobia: Fear of rain. Ambulophobia: Fear of walking.
Not easy. In fact , it could drive you to drink. Non-methyphobics, however, still have to take it easy: A mere smidgen of climacophobia and basaphobia would mean a lifetime nursing a small glass of gin. Should this be a familiar scenario to you, dear reader, we assure you that your anuptaphobia is totally justified, because you are, as we doctors like to put it, as mad as a bucket of fur. Sorry, we forgot your doraphobia for a moment ... as mad as a hatful of desiccated botties, then . (And the hell with your proctophobia; I'm running out of ink, here!)
Optopbobia: Fear of opening one's eyes. Methyphobia: Fear of alcohol. Climacophobia: Fear of falling down stairs. Basaphobia: Fear of inability to stand. Anuptaphobia: Fear of staying single. Doraphobia: Fear of fur. Proctophobia: Fear of rectums. Pentheraphobia: Fear of Mother-in-law.
Actually, we're all a bit barmy, aren' t we? Pentheraphobia, for instance, is a normal male condition, as is phalacrophobia. Just as herpetophobia and suriphobia (but never doxophobia, we note) are recognised everyday female behaviour.
Phalacrophobia: Fear of going bald. Herpetophobia: Fear of creepy-crawlies. Suriphobia: Fear of mice.
You will therefore be overjoyed (unless you're cherophobic, that is), to hear that there's a simple answer.
Doxophobia: Fear of expressing opinions.
Brand's Iron + Vitamin B Complex with Essence of Chicken.
Ponophobia: Fear of overworking.
It'll probably make you feel more energetic (ponophobics beware!), and the vitamins B6, B12, and folic acid help to produce haemoglobin. When combined with Brand's Essence of Chicken, (sorry to upset the alektorophobics, but it can't be helped) they can help you feel a lot perkier, and far more able to handle that nasty old stress.
Alektorophobia: Fear of chickens.
Which is, all in all, jolly good news for iatrophobics. But not much solace for linonophobics, who are after due consideration, just plain nuts.
Client Cerebos Creative Directors: Neil French I Ompong Rernigio I Edward Ong Copywriters: Mike Sutcliffe I Neil French Art Directors: Neil French /William Tee I Gavin Simpson Production Manager: T LTan
II a001 MARKETINGCOMMUNICATIONS
Cherophobia: Fear of gaiety.
latrophobia: Fear of going to the doctor. Linonophobia: Fear of string, for Pete's sake!
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With a selfless nature, Miles' prominence shines beyond Asia Pacific as he shares his expertise in his writings and lectures on integrated marketing. Already well -known in India, his focus has now turned to China where he supports and lectures in The University of Xiamen , which have the best communication studies in China. His lectures have awed and inspired many of the best graduates to eventually join 0 & M. Despite his hectic lifestyle, Miles still feels that there is much to be done. His secret agenda to Malaysia as revealed, was to seek talented intelligent individuals to join him in this venture. It wasn't easy catching up with him as he sprinted with ease many miles ahead of many. I was thanking modern technology for recorders as I caught him for a quick coffee in his brief visit to Malaysia. Seeing where Miles is now, never would we imagine that he had started at the very bottom, photocopying and delivering art works. Even then, the atmosphere was so infectious with the palpable buzz of shipping the works to the newspapers, people coming back from meetings with clients, that the exciting situation of controlled panic simply remains till now. Miles' face lit up when he spoke of his duties and responsibilities that I can only say that he enjoys the intensive work done in rushed deadlines. I would sum it up by saying that, it is the continuous challenge to his brilliance that has kept him going. We all know very well that there is never a dull moment in an agency. As Miles said, "Advertising is not a job for dull dogs".
How does one stay sharp at all times? According to Miles, all you need is an enquiring
m1 aDOI MARKETINGCOMMUNICATIONS
mind, a keen sense of curiosity and you definitely need to be intelligent in this business. That is exactly what 0 & M looks for in the people they hire. Highest on the list of attributes for employment would be curiosity, the curiosity to inquire enough. For clear concise understanding and not simply rely entirely on reported data. With a culture that is tinged with inquisitiveness, the yearning to know more and the initiative to go further, clients would have more from their services. I wondered, why a person as brilliant as Milles Young remains in one organisation for 21 years? It is quite apparent that it is the familial bond adopted at 0 & M, which he had embraced , that had kept him there. With transparent vision for the future, clear goals and enough to do, Miles is definitely staying. The only move he would be making is to a different zone to grow more markets. What is his secret of success, Miles simply said, "I was just doing my job. I made sure that I have a fantastic team from top to bottom and the success is definitely their contribution." That was indeed very humbling words from the great one.
An insight from the wise one: To Miles, branding is not simply a making a name but a relationship which captures the emotion which connects to the public with a product or a service. "It is essentially an illogical thing, abstract and emotive. Therefore it is difficult. When attempts at branding is simplified or rationalised , it stops being a relationship and the connection with people would be stunted. That is when people stop being happy with a brand ." He explains further, " when people stop believing in a brand , it becomes superficial and weak. They would then
have to resolve to consumer bribing with price slashing and other methods. When that relationship is strong , the brand will not be undermined." The only question that seemed to have placed Miles on the spot was when I had asked him to reminisce on the years he had shared with 0 & M. Miles admitted that life is so rich that it was difficult for him to point one occasion out. He did however speak fondly of an event that touched his heart. It was when he had visited the house of t heir founder, David Ogilvy at Loire Valley in Touffou , France. Which is a stately house, which has now been converted to a convention centre. Built in the 14th century, I could just imagine the warm feeling incited in each individual as they walk around a place so rich with history. Every memento there has meaning, a story behind it. There is even a tree at the house where David Ogilvy's ashes were scattered. This home is an embodiment of their brand.
A word of advice: Miles advises his troops to have fun in what they do. If they can't then, it's about time they did something else. He said not too take life too seriously or you will find that you are not in control of it. "Remember, it is not the process that is important it is the content. Sometimes, in our business in Asia, there is a tendency to take comfort in the fact that you have done the process well. That is not all to it. At times it needs to be short circuited to get better content. So focus on content and not the process." Duly noted!
_ConsumerResearch
14%SPARROW
RWHICH L YOU ARE! If job is miserable ...
LISA had always wanted to be a tigress. To emulate this animal that she wants so dearly in her, she had her body tattooed with stripes, face enlarged, whiskers planted by a plastic surgeon and the next thing on her agenda would be to start eating raw meat. This would bring her close to her heroine ori the programme, 'Ripley's Believe It Or Not!' After a grueling day spent on a personality test, she was suicidal to discover that the animal in her was best matched with a peacock. This of course is not the case we have in hand. What we are referring to is the remarkable 'Optimum Insight' launched by OMD Malaysia.
ll (J)()I MARKETINGCOMMUNICATIONS
Being the largest and most innovative media communications specialist, they continually search for effective measurement of consumers. It was discovered that these animals; cheetah, eagle, koala, sparrow, peacock and squirrel each have distinctive traits in the animal kingdom, and these terms can be used to characterise the different clusters of Malaysian in our Suburban jungle. Florence Oong, Director of Communication Insights, OMD explains this curious way of naming the clusters. "We wanted descriptions that are less conventional and are able to personify the character and attitudes of the person within the
group better. This also adds a fun element to research". OMD's research shows that typical Malaysians aged 15 - 54 years would fall into one of these six categories. With this, they were able to flock birds of the same feather, together. "By recognising and identifying specific instinctive and emotional traits, and combining this knowledge with other known consumer information particularly behaviour touch points, our clients will benefit from truly relevant and insightful consumer driven communication solutions." says Clint Easthorpe, Managing Director of OMD Malaysia. To summarise the implied characteristics of the animal categories, Cheetahs - sporty fun and open-minded; Eagles- confident, well informed and disciplined; Koalas - unaffected, laid back and contented; Sparrows - ¡hardworking, contented and comfortable; Peacocks - image conscious, liberal and sociable and Squirrels simple, balanced, value seekers. With this, the Optimum Insight research was then carried out with a sample of 1,500 Malaysians aged 15 - 54 through Nielsen Media Research. Findings from this research reveal that with the current economic situation, 82% are optimistic about the future, 71% are more concerned about local issues such as rape compared with terrorism and diseases, 83% Malays attribute their success to God and the list goes on. The research was founded on detailed, personalised Q & A sessions. Excited with their classification of consumers, I had tried some of the questions on a colleague. He is confident (eagle), hardworking (sparrow) and simple (squirrel). So that makes him a ??? Guess I will just leave the analysis to specialists.
C«*HJU.
TSUNAMI OF GRIEF blankets and mattresses to provide temporary comfort for the families in the rehabilitation shelters. Dato' Farid commented that "The catastrophe illustrated in the news, be it on TV or print may seem tragic enough but the devastation that we saw on-site with our very own eyes during the visit clearly demonstrates the awe some power of the waves. The destruction and losses are definitely irre placeable but the fear and anguish experienced by the victims are even more unimaginable. One thing that is clearly needed when we talked to the people affected is shelter - but this is not something that can be done imme diately. We will need to work with the Government to raise funds and assist them in providing relief shelter or transit homes to the affected people espe cially to accommodate the poorest who were affected," added Dato' Farid. Also present on-ground to offer advice, encouragement and moral sup port to the victims were Dr. Fadzil Che Din, a renowned counselor from Universiti Putra Malaysia, Ustaz Aminuddin and Ustaz Halim Din from Pusat Zakat Selangor, Azlee, Lan Pet Pet and Wahid from Malaysia's popular comedian group, Senario as well as local singer, Nurul, who hails from Penang to help her fellow country folks. Throughout these activities, AlKuliyah, Malaysia Hari Ini, Remaja, Majalah 3 and Buletin Utama were pres ent on-site to provide live show and crossovers as well as up-to-date cov erage on the tragedy. On a separate occasion, while on their Anugerah Juara Lagu 19 (AJL) promotions road show, another TV3 troupe led by Corporate Communica tions' Unit Head Muhammad Aziz, brought the AJL finalists including Ruffedge, Noraniza Idris, Syura and Vince to pay a visit to the victims at Sekolah Kebangsaan Kota Kuala Muda relief centre in Kedah. As a media corporation, Dato' Farid said that both stations, TV3 and 8TV will continue to provide live and up-to-date coverage on the tragedy and will ensure that information on channels of contribution will be at hand for the public. Another fund named "Asian Tsunami Disaster Fund - Foreign Ministry"
was established to enable the government and Malaysians to contribute humanitarian aid to victims of the tsunami disaster that struck many countries around the Indian Ocean. TV3 and 8TV once again collaborate with Berita Harian and Harian Metro to work with the Foreign Ministry at Wisma Putra in raising funds for the victims in Asia. The Malaysian public has responded with great generosity to support the Tsunami Fund relief efforts. Many companies and caring individuals have been making generous financial contributions to help the victims of the disaster. "I applaud this gesture and generosity who have helped in cash or kind and urge more Malaysians to come forward in providing all the assistance possible to relief the victims of their burden and pain," said Dato' Farid. Despite the harshness of the rat race that we all belong in, we have proven that our hearts have not been hardened. We have revealed the humane side of us that is selfless. This event may have occurred a cou ple of months back, the victims still do need our help. After all, it is them who have to start life anew. ADOI readers can make their contributions to the office of either TV3 or 8TV at Sri Pentas, 3, Pesiaran Bandar Utama, 47800 Petaling Jaya, Selangor Darul Ehsan or New Straits Times/ Berita Harian at Balai Berita, 51, Jalan Riong 59100 Kuala Lumpur. Cheques should be made payable to the "Malaysian Tsunami Disaster Fund" for the Malaysian victims or "Tabung Bencana Tsunami Asia - Kementerian Luar Negeri" for the Tsunami disaster-struck countries in Asia. Contributions to the Tsunami victims in Asia can also be directly sent to the Ministry of Foreign Affairs, Wisma Putra, Precinct 2, 62602 Putrajaya. Celcom 019 and 013 customers could also contribute to the Malaysian Tsunami Disaster Fund via SMS. To participate, customers just need to type DERMA and send to 33699 and follow its subsequent instructions, each SMS sent is RM5.
3D0IMARKETINGCOMMUNICATIONS ®
ADOIWorkshop
NewsBriefs Malaysia FROM MALAYSIA TO JAKARTA Gavin Simpson, the former Y&R Creative Director, has moved to Leo Burnett Kreasindo in Jakarta. Simpson, will be work alongside the agency's executive creative director and management team, to develop greater creative depth across the agency's portfolio.
TO BE OR NOT TO BE,
IN LOVE WITH WRITING..
• PRODUCTION RECOGNITION Four pieces of work had been selected from MFX, Kuala Lumpur as finalist for the 2005 television and cinema awards, - "Petronas tech magic" for Best Animation: Computer, "Nokia Blackboard" for Best Animation: cell, "Seasons" for Best Special Effects and "Singapore Marathon" for Best Editing. • CELCOM GETS MAD "Celcom (Malaysia) Berhad has introduced a mobilebased direct marketing tool called Get MAd(Malaysian Advertising), where customers are rewarded with points when they receive pro motions and advertisements via their mobile phones. Customers who subscribe to Get MAd will be given a RealRewards card, andpoints collected via this program will be credited into customer's RealRe wards account. •
GROUND BREAKING NEWS
Johor Corporation has launchedthe development of their first International Convention Centre, Persada Johor international Convention Centre. The state of the art centre is the first of its kind in South Malaysia. This RM50 million project is expected to be complet ed in 2006. • TOP PR HONOURS MDK Consultants received top honours from the Institute of Public Relations of Malaysia at the Crystal Awards, 2004. Project Phoenix, a com munications programme to restore travel to/ within Asia Pacific following the SARS, was favoured in the Issues/Crisis Management Cate gory and Best Public Relations / Communications Practices. • INTERAD IX CALLS International Advertising Association (IAA) in partnership with American Advertising Federa tion is back. They are calling for entries now. Are you up for it? For more information go to www.iaaglobal.org
m 3D0IMARKETINGCOMMUNICATIONS
•BY MONICA WONG Once you have assessed which category you "Writing is a gift. Writers have a gift. You don't belong in, strengths can be amplified and weak expect a puppy to become a lion when he grows nesses rectified. But it is not the assessment that up, why think anybody can be a writer just because most people are hung up on, mostly it is about they can write a bit." says Edward Ong, Creative the "writers block". How does one counter that? Director of Y & R at the recent copywriting work "Probably one the best source shop organised by Sledgeham of ideas is culture - your own or mer Communications. The work other people's. We need to dig shop has a single objective, for into our culture to find our participants to fall in love with unique voices. Then shape writing. Edward believes, that is those voices to fit a product / the essence vital for the nurturing brand." Edward quipped. He of a good writer. defined this in a slide presenta Edward presented exam tion that many participants had ples of great writing and expres Edward Ong,Creative director,Y&R KL found enlightening. This was sions such as Neil Gaiman, Welcome to the Chorophobia Society's followed by interactive exercis Clive Barker, Dave Barry, Pak Annua! Dinner and...well, dinner anyway. es which includes re writing Lah even Yoda. He believes that Neil French's headline for writers should expand their Vinum ads. horizons when it comes to The workshop concluded with selecting reading materials. A a discussion on mentors. The good writer appreciates great selection of a mentor would writers. And geat writing is not mark your direction of advance limited to award books, more ment. "We need people to help, inspiration could be derived guide and coach us. Once you from a visit to Kinokuniya or start thinking you've made it; MPH. "Read widely. If football your ears fall off, you won't listen players want to im-prove, they to anybody and by then, it's too watch the pros play. Same with late", says Edward. writers." Edward advised. This was a rare occasion with Copywriters can be categorised it being the first workshop for our industry con into three different types: ducted by the talented protege of the venerated 1. Those who can think in pictures Neil French. We believe that many would benefit 2. Those who can write clever, witty headlines from their attendance at this workshop if they truly 3. Those who can write and write and write (but had their ears and eyes glued on when Edward who are not necessarily good at witty headlines shared straight from the heart. and big pictures)
Optimising Media IMPROVED corporate profits, above trend of economic growth and big events such as the general elections, Olympics and Euro 2004 had contributed to make it an exceptional year for advertising in Malaysia. "The 7.6 GDP growth in the first three quarters of the year was an important factor in driving the industry," said Gerald Miranda (pix), CEO ZenithOptimedia, Mal aysia. He explains further that, "Although the economy is expected to moderate in the final three months of the year as the economic growth of our major trading partners have started to weaken, the momentum created will continue to underpin the industry in the medium term. We have witnessed the same pattern emerging in the present econom
ic recovery and it is as apparent as ever in our new forecast." ZenithOptimedia projects Mal aysian advertising spending to grow 10% in 2005, 15% in 2006 bol stered by the FIFA World Cup and 10% in 2007. They have also envisioned that tv's share of adspend in the next few years is expected to encroach into newspapers with the anticipated deregulation of the Made-ln Mal aysia ruling, which currently allows only locally produced tv com mercials on air. Other forecasts include new players entering the pay TV scene to offer unprecedented choice to consumers and advertisers. With the fan tastic forecast by ZenithOptimedia, the outlook for our industry looks bright!
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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
BEING DIRECT ABOUT MARKETING •BY MONICA WONG
WHEN it comes to direct marketing, there could be no other contender than OgilvyOne. Once again, they have garnered the lion's share of awards at the recent 6th Direct Marketing Association of Malaysia (DMAM) Awards with 13 wins. Followed only by an arms length with Grey Direct Interactive and Rapp Collins with 7 wins each. The Award show was beginning to look like a re-run of old movies back by popular demand. OgilvyOne had walked away laden with the majori ty of wins every year since the beginning of DMAM Awards, losing grip of the Best of the Best only twice before. Despite the mass competition flooding in with entries thisyear, OgilvyOne had gone on a rampage and snapped up whatever that was worth reward ing according to the discerning jury chaired by international DM Award winner Kurt Crocker, teamed up with seasoned awards competition masters Sean Sim, Draft Malaysia; Lee Siew Tin, OgilvyOne; Carol Roche, Rapp Collins; Rene E. Menezes, Yellow Brick Road; Boyd Benkenstein, Grey Direct Interactive and Rebecca Tan, American International Assurance Company.
m 0DOIMARKETINGCOMMUNICATIONS
L to R, back row: Lynette Ang, Linda Lee, Frederick John Aloysius, Kenneth Lam,Alex Lee,Marc Kremer.L to R, middle row: Poon See HiaHew Lee Yee, Nicki Wong,George Tan.L to R, front row: Anita Ang,Lee Siew Tin, StafanieLiew
open your mind.
And you thought the only way to look creative was to always wear black.
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DMM However, sentiment ran high that overall stan dards have been raised with no Gold and only five Silver awarded. Three of that metal had gone to OgilvyOne with Best Retention / Loyalty Pro gramme for Guinness Anchor Marketing (Guin ness Insider), Best Direct Mail for Guinness Anchor Marketing (Guinness Birthday Mailer) and Best Recruitment Programme for Nokia (Nokia Brand Website). OgilvyOne was stalled only momentarily, when Grey Direct Interactive won not only a Silver but also Best of the Best with Best Integration for Guinness Anchor Marketing (Tiger FC). The other Silver had gone to Rapp Collins with Best Use of Integration for Volvo. With their continuous success in direct mar keting awards would OgilvyOne drive away competition, or would we see more exciting work as others brace themselves for the fray next year with renewed determination? We shall wait in anticipation.
Rosie (centre) rapping with her team
Agency
DMAM AWARD SILVER WINNERS Grey Direct Interactive Sdn Bhd
Ogilvyone Worldwide Sdn Bhd
Rapp Collins (M) Sdn Bhd
Tiger FC
Guinness Insider - Guinness Foreign Extra Stout (FES)
Volvo Essential Service
0 -i—•
Missing Bottle - Guinness Foreign Extra Stout (FES)
i-
Always Something New!
Client
Guinness Anchor Marketing Sdn Bhd
Guinness Anchor Marketing Sdn Bhd
Volvo Car (M) Sdn Bhd
Guinness Anchor Marketing Sdn Bhd
Category Appointment
Nokia Malaysia Best Retention / Loyalty Program - Business to Consumer
Best Use of Integration
Guinness "Missing Bottle":The thirsty delivery boy has nicked the bottle of Guinness! But dis appointment turns into cheers when the Guin ness drinker discovers a free 6-pack redemp tion voucher.
Best Use of Integration
Best Direct Mail Campaign - Dimensional Best Recruitment Program
'Tiger FC- A club created to bringlike-minded mates together for onepassion.The activities and ereative exhibitsthe same passion for football that the target audience feels.It communicateson a peerto-peer level, with the same football speak that an average football fan would use. Launched in August and have manage to draw a big number of sign-ups and still growing!
m 3D0IMARKETINGCOMMUNICATIONS
Volvo Essential Service - About an offer that was to good to be true...you had to see it to belive it!
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AdFeature: TVC Showcase
Oh no,wandering minds will prevail upon the disciples.
Hmmm...I wonder what they are trying to hide.
Curiosity aroused by excitement in the air.
Oh, why do I feel such trepidation in my heart.
tilt v'! f I^ItU Iff ~ II 111
Meditating. Absorbing the tranquility and peace of mind.
It is gorgeous. But it is only a bike.
Hahaha.. I'm not affected by this funny contraption.
Oh no, I had better not.
Here I come Bajaj.
Now I am complete.
The Blockbuster for Bajaj Discover,the latest model ina range of popular bikes in India. This is the creation of Ogilvy & Mather,with Abhijit Avasthi, Senior Creative Director,O &M and Prasoon Pandey, Director of Corcoise Films at its helm. Filmed entirely in Shanghai,China with stunts directed by Bruce Law for the pleasure of Indian Nationals. How more exciting can it get?
S0DOIMARKETINGCOMMUNICATIONS
We'd like to thank our readers One by one
WE KNOW OUR READERS BY NAME OCCUPATION AND THEIR RESIDENCE.
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(Oriental JDatI? J7etoS YOU CANNOT CHANGE THE TRUTH BUT THE TRUTH CAN CHANGE YOU Contact Pattrick Ting for a media presentation @ 019-328 3071 or email: pattrikting@orientaldaily.eom.my
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Awww.... look at my baby..The future Leornado De Caprio.
McCann had created three ads cap turing events from daily activities to show that with imagination and the right attitude, anybody can be a director and win RM100,000 in the Sony Let's Handycam Challenge? This could be just our very own version of 'Smile, You're On Candid Camera'. With the tagline, "Any everyday moment could be your claim to fame and fortune. Just make sure you're there to capture it" and the attractive prizes. All the 'paparazzi wannabes' will be just clambering out of the woodworks!
EM 100.000 Client: Sony (M) Sdn Bhd Product/Service: Sony Let's Handycam Challenge Title: Coin / MPV / Cockroach Duration: 30 sees Agency: McCann Erickson (M) Sdn Bhd Creative Director:Lee Szu Hung / Huang Ean Hwa Art Director:K.C. Chung Copywriter: Eddie Azadi Agency Producer:Iskandar Siva Brand management:Dinesh Sandhu,Joyce Chan Production House:Passion Pictures Music: Imaginex Language: English / Bahasa / Mandarin
Athletes In Action!
THESE photographs exude of the physical tension exerted by the athletes. These are the works of Patrik Giardino. He currently nurtures his passion for sports and photography in Los Angeles. To see more of his fantastic collection of assignments, check out Assignments and Representations at www.corbis.com
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Increase Market Share and Profitability through Effective
Marketing
Communications 16-17 February 2005 * JW Marriott Hotel Kuala Lumpur, Malaysia
With Valuable Practical Tips on Best Practice Marcom Strategies from Leading Experts Including: • Andrew Baudinette, Chief Executive Officer Avation • Terresa Christenson, Senior Vice President & Managing Director Asia Pacific Brodeur Worldwide • Matthew Godfrey, Chief Operating Officer Bates Asia • Magdalena Wszelaki, Vice President, Strategic Planning Agenda Solution • Nor Badron, Asia Pacific Director, Technology Practice Edelman Singapore • Chris Leong, President, SEA Grey Global Group • Ben Llewellyn, Project Director Synovate • Siva Sivanandam, Director, Sales & Marketing Kyocera Communication Asia Pacific • David Yong, Executive Director Asia Stream Digital TV 1-Day Post-Conference Workshop 18 February 2005, Friday
"Developing and Implementing Integrated Marketing Communication Campaigns" Led by Terresa Christenson Senior Vice President & Managing Director Asia Pacific
Brodeur Worldwide ORGANISED BY:
SUPPORTING ORGANISATION:
The Asia
OFFICIAL PUBLICATION:
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MRU S I NESS]
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• 21st Century Paradigms In Marketing and Communications - Victor Loh, Marketing Communications Manager, BonusLink / BonusKad Loyalty • Case Study: How DHL Leveraged on Marcom to Enhance Its Branding Strategies - Fiona Liao, Communications Manager, DHL Malaysia • Optimising on Customer Relationship to Get the Best Results in Marcom Plan - Angelina Fernandez, Director, Marketing & PR, Getronics Malaysia • Case Study: Driving Corporate Marcom Forward through Effective Event and Sponsorship Campaigns - Hong Leong Assurance's Experience - Cheah Leng Sooi, Manager, Corporate Communications, Hong Leong Assurance • How to Make Sure Marketing Strategies Measure Up: Tracking Impact and Return on Public Relations Investment - Kim Stockham, Director of Corporate Affairs, ZUJI • How to Use the Powers of Information Technology, Media and Financial Markets to Spread Your Message - Lee Miller, Editor-at-Large, Bloomberg News 9313MB/AD0I
Position:
I Name:
Country:
I Company: I Address:
I
• New Demands and Challenges Confronting Marketing Communications Professionals in Today's Challenging Times - Rasila Hamzah, Director, Public Affairs & Corporate Communications, Bank Simpanan Nasional
[ | | am interested in Sponsorship & Exhibition Opportunities
| Q I would like full details of the conference
I Tel:
Discover Solutions and Strategies on How to Drive Marketing Effectiveness from Leading Corporations Including:
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TEL:(603) 2070 3299, FAX:(603) 2070 3369 OR El^l^ywi^.mr^d^^f-^iaxom
,
MultiMedia
GOING BEYOND TV •BY ANDREW TU GM of ASTRO'S MULTIMEDIA INTERACTIVE TECHNOLOGIES
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MBLA VENDER: adam ur da baatIkiv u„ Vota 4 adam. DJVAL: AFUNDIAF2
This is the ITV chatroom with banner ads for advertisers
INTERACTIVE marketing is now considered an essential part of many advertisers mix. The one-toone nature of the web is what drives the need. However, allocations are still small in comparison to what broadcast TV has. The main reason, of course, is the one-to-many nature of TV. What if you can combine the power of the two? Over the past year, program driven interactivi ty on TV has proven very successful. Examples like Akademi Fantasia, from Astro, clearly demon strate that the demand for "viewers' choice" is there. Let's take a look at how some of the inter active services built around Akademi Fantasia demonstrate how the services can create and extend the dialog between the consumer and the programmer/advertiser. Imri is the ideal consumer. He is young, hip, cool, fashionable, urban and sophisticated with the latest gadgets. He lives at home so he spends the majority of his income on being who he is. The alarm rings at 8 AM on a typical day, Imri gets up and prepares for school, sends a few SMS votes in for his favorite contestant before breakfast. Before he leaves, he goes to a dedicated ITV cha troom channel called @15 to get caught up with AF. Chatrooms on the Web has been around for years. SMS-TV chatrooms only appeared last year when Astro launched @15 during the first season of Akademi Fantasia. Can you believe that close to 170,000 SMS messages were received over ONE DAY? Now imagine, Mr. Pre-paid, you took pos
® 3D0IMARKETINGCOMMUNICATIONS
session of the ITV channel and reminded chatters that they can always top up their accounts with you when they are running out of balance (especially when that ONE critical message has to be sent)? Talk about timeliness of advertising and the amount
Astro's latest season of the reality show Akademi Fantasia provider consumer and advertisers with the opportunity to extend the dialog beyond TV
of exposure over the 10 week life of the program. Voting for contestants is not a new idea. Even SMS voting is not a new idea. But having SMS vot ing being the ONLY way to vote is unique. With over 18 MILLION votes received for the show, it could be labeled as the most popular SMS service (during the 10 weeks of the show). Now imagine, Mr. Phone Manufacturer, your latest mobile phone is designed to make SMS easier. If so, wouldn't it make sense if you associate your product with this? Sure sounds logical to me. At school in between classes, he decides to watch the highlights from last week's AF concert on his mobile videophone. Now imagine when he clicks on a video clip, he watches a 30" TVC before the clip starts. Talk about a captive audience. Later he finishes lunch early but has a few min-
When viewers see a Red Button prompt on screen, with a press of the Red Button on the remote control, he immediately gets more information about what he is watching.
utes before his next class, he decides to play some video games on his mobile, not surprising... he plays the latest AF game. The latest trend in video games is embedded advertising sponsors. With custom games like this one for AF, the game itself becomes the ad inventory which ensures that your message gets across to the right audience at the right time. As soon as he gets home, he checks out @15 and presses the Red Button on his remote control to check out the latest vote standings of the con testants. He also checks out some of the mer chandising for sale and buys a t-shirt. After dinner, he watches the daily AF Diari show on Astro. During the show, he presses the Red Button on his remote control to get more information about the contestants. Now imagine using the same Red Button but attach it to a TVC. At a press of the Red Button, the information comes on as an overlay on TV. Ease, convenience, and timeliness all in one package. Today, especial ly for advertisers, with the growing "channel surf ing" syndrome, it is getting increasingly difficult to get a message across in 30 seconds. Here is your chance to go "beyond 30". Advertising via broadcast TV and internet mar keting both had their inherent strengths. TV has always been a one-to-many medium whilst the internet was one-to-one. Now with ITV, you can combine the power of the two. Through services like Red Button or SMS-TV chatrooms... program producers can transform TV viewing from a pas sive experience to an active one. Advertisers can turn the short 30" commercials into longer "brand experiences". At the end of it all, provide con sumers (like Imri) with a simple way of getting the information he wants to make that purchase deci sion. Innovative usage of ITV sen/ices can take things beyond TV. To find out how your brands or clients can best tap into these new interactive opportunities, please email: abraham_dos@astro.com.my or suwei_wong@astro.com.my.
Me Nothing But Pictures, Leave Nothing But Footprints. WWF-MALAYSIA LOKE WAN THO AUDIO-VISUAL LIBRARY At WWF-Malaysia's audio-visual library we are proud of our collection of outstanding natural history photographs and video footage from Malaysia and the rest of the world. Covering a huge range of animals, plants, landscapes and people, you are sure to find the image you are looking for.
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We are a specialised source for local species such as tigers, orang-utan, leatherback turtles, wild flowers, the Rafflesia, and many more. Using images photographed and collected by qualified naturalists, we provide accurate identification of every species featured. We can also provide comprehensive captions for all our images. Images can be delivered worldwide by e-mail or by post on PC/MAC CDs at reasonable cost.
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TO PURCHASE CONTENT FROM THE AUDIO-VISUAL LIBRARY OR FOR MORE INFO, CONTACT:
WWF-Malaysia 49 Jalan SS23/15, Taman SEA, 47400 Petaling Jaya, Selangor D.E Malaysia. Tel : +60 3 7803 3772 Fax : +60 3 7803 5157 Website: www.wwfmalaysia.org E-mail : photo&wwf.org.my
OutdoorType
NewsBriefs Asia • DDB SHINES AT ARAW DDB Philippines at the Araw Awards, won 3 Golds for "Stamp", including Best Use of Medi um Award, three Silvers for the print ads "Heroes", "Anti-Abortion" (a masterpiece by Antonio Villaluz) and "Human Smoke Belcher". • EXPANDING ROLES Kevin Ramsey, Asia Pacific President of M & C Saatchi have left to take up his new role as President and CEO of McCann WorldGroup in Japan. Ramsey replaces Max Gosling who remains Chairman of McCann Worldgroup in Japan, expanding his role to Australia and Asia Pacific regional Director. • DOUBLING THE CHALLENGE "Fear No Change" is the theme for the Asia Pacific Advertising Festival 2005 Lotus Awards to be held from 10-12 March in Pattaya, Thai land. The number of judges will double up to 47 apportioned to judge 6 categories: Film, Print, Outdoor Ad/Poster, Direct Marketing, Interactive and the debut category open to pro duction houses. •
OUT TO IMPRESS MindShare, won the Media's Agency of the Year award for the second year in suc cession at the Media Maga zine Awards 2004. This is the first time that any agency has won the Agency of the Year award two years in succession. To add to this, they also had more finalists across the various categories than any other agency. Apart from this, MindShare Kuala Lumpur's Chanchal Chakrabarti General Manager of MindShare's Unilever operation, was awarded the Media Planner/Buyer of the Year.
Malaysian Book of Records for the"Longest Non-Stop Product Campaign by Road"
MOBILE COMFORT! WITH the aim of 'fragrancing the nation' Ambipur had sent out it's troopers in the forms of taxis out to invade Klang Valley (200 cars), Johor Bahru (50 cars) and Penang (30 cars). The 'companions' on the cars gives us a hint of the comfort inside. This campaign had at least made Malaysian taxis smell better!
Client: Sara Lee Malaysia Product: Ambi Pur Car Agency: Grey Worldwide,Malaysia Creatives: Jess Wong,Jovi Chong,Mohan Prabhakar,Sam Siong Wee Clients: Low Chooi Hoon, Soo Woon Yee, Lorraine Tan,Krystle Teng,Jason Foo Client Services:Loke Chew Ling, Leon Kah Foong Photographers: Hilton Photgraphers
• LEADING BELOW THE LINE OgilvyOne China has been awarded the "Below the Line Agency of the Year 2004" by Media magazine, in the category of direct and interac tive marketing. This is a first for any agency from China to have won this prize. • WHO'S WHO? TBWA stood out at the recent Media Magazine Awards being the only agency to gain three awards. TBWA/Asia Pacific was recognised as the Agency of the Year; TBWAXTequila Singapore was awarded with Office of the Year and John Merrifield from TBWAXJapan, was named Cre ative of the Year. On top of all that, Tequila\Singapore had also made it as a runner up in the Below-The-Line Agency of the Year Category. •
INCREASED CALIBRE Abhijai Futrakul has been appointed as the new Pub lishing Director of Reader's Digest Thailand. With his extensive experience, the business performance is expected to take flight.
H aDOIMARKETINGCOMMUNICATIONS
CRUISING WITH A
KILLER! Mediaedgeicia Singapore, had recently been made the 'Win ner of the Taxi Campaign of the Year Award' at the Fame Awards held in Singapore. With the face of Tom Cruise on the window panel, they have effectively re-enacted the key scene in the movie where the killer (played by Tom Cruise) goes on a kiling spree, in a Taxi! This is the only time anybody could have a seat with a hollywood star with no extra charges.
TableT Ik' Chupplll Satu lagil
Gee...this phone , really canggihll
You've seen it at mamak restaurants, coffee shops,colleges & universities, hypermarket food courts, cafes & delis. It's time to make your brand the topic of conversation amongst your target group. Consumers are no longer standing still. Capture them where they spend most of their time with TableTalMhe only medium with a unique prolong duration of exposure.
Tableview (M) Sdn Bhd (527844-M) Unit A503 & A505, Kelana Square, 17 Jalan SS7/26, 47301 Petalingjaya, Selangor Darul Ehsan, Tel: 603.7491.8166 Fax: 603.7491.88122 E-mail: great2B@tableview.com.my URL: www.tableview.com.my
Tableview
TableTalk
NewsBriefs World
astromobile M,.
Order the hottest action right here with Astro's mobile transmission for the Barclays English Premier League, You'll see your favourite stars in action, Plus weekend previews, alerts for every goaf, match roundups and weekend roundups,
• GREY SUED David Shaev, a shareholder of Grey Global Group filed a lawsuit to halt the $1.53billion takeover by WPP Group. He claimed that the sale was unfair as Edward Meyer, Grey's CEO would get $86.9million if the sale is closed in 2004 com pared with $54.5million if closed in 2005, reduc ing substantially the amount public shareholders might receive. $550M MEDIA ACCOUNT GOES TO ZENITHOPTIMEDIA Nestle, consolidated its U.S. media planning and buying with ZenithOptimedia. The decision comes as part of a global initiative to leverage Nestle's worldwide media expenditures. The client spends about $550 million annually on domestic ad.
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EPL<space>MMS to 32777 (e.g. EPL MMS). Available to 019, 012 and 017 subscribers with MMS and GPRS enabled mobiles.
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• MANIFESTO FOR CHANGE E. Neville Isdell, Chairman-CEO Coca-Cola creat ed a "Manifesto for Change" throughout the beverage giant's marketing operations. This is an attempt to restore their "world-class' marketing reputation. Marketing spending will be increased by $400 million a year.
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• Ptrk tnjj Itp €tsKt at airport T B| j Get football highlight', and resultswhite you wait
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UNIVERSAL MCCANN GAINS FROM GM'S CONSOLIDATION General Motors has consolidated its estimated $700 million-plus European media planning and buying business with Universal McCann. This win includes 45 markets and the brands Opel, Vauxhall, Saab and Chevrolet. The agency adds about $200 million in GM billings in the consolidation. • SHAKY MITSUBISHI Tension apexed in Mitsubishi, US when sales are revealed to be down 25% and Ian Beavis, Mit subishi's vice president of marketing resigned. Now the account is up for review. Would Deutsch, Los Angeles lose the account that they have been handling for the past six years? We will soon find out. • NEW PEPSI MOVES The Diet Pepsi Ad Account worth $32.7m has moved from BBDO to DDB as PepsiCo seeks the best ideas.
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• SAATCHI LANDS $150M DEAL Saatchi & Saatchi has picked up creative duties on four non-prescription brands TheraFlu, Triaminic, Voltaren and Otrivin marketed by Novartis. The assignments, with estimated billings of $150 million, puts Saatchi back into the over-thecounter drug business, roughly a year after it lost its $200 million Johnson& Johnson account. • DDB HITS JACKPOT Capital One in New York has recently moved its estimated $170 million account to DDB from McCann Erickson.
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making your life richer
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Syed Bistro SS3
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Teh Tarik SATU!
Astro goes Mobile TableTalk has done it again, another big brand is added to their stable of clients. Astro signed a 3-month campaign to place their Teh Tarik Satu' ads on the tables in Malaysian restau rants. The Astro Mobile campaign maximises its opportunity to hit football fans who usually hangout at the mamaks to watch live football matches with their friends. With Astro's mobile transmission for the Bar clay's English Premier League, subscribers can now see their favourite stars in action via their GPRS-enabled mobile phones. Amongst other benefits are previews, alerts for every goal, match roundups and weekend roundups. The key mes
sage is to promote football anytime, anyplace via Astro Mobile transmission. "This is a brilliant idea. Astro is hitting their target audience at the right place. At least 80% of our outlets are located in high traffic areas where football fans gather to watch their favourite foot ball matches on huge projector screen/TV. These outlets are perfect venues to get the audi ence interested to subscribe through Astro mobile for football updates. It can't get easier than that." said Kelvin Hong, CEO of Tableview. With this subscription via their handphones, football fans have no reason to miss football action anymore.
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 flying with us and you'll always be treated as the best, by the best.
malaysia Going beyond expectations For reservations and flight schedules, please call your nearest Malaysia Airlines office, your travel agent or log on to www.malaysiaairlines.com
dDOl fTlediaBanc NEW TVC DEBUT - NOV/DEC 2004
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Brand : Anlene • Title : Anlene OsteoGym Travelling & Anlene Osteo Skipping Rope • Duration : 15 sees (each) • Client : New Zealand Milk • Agency : FCB • Creative Director : PH Yap • Art Director: Chen Wei Choon • Copywriter: Delani Phillips • Lan guage :Eng/ BM / Chinese • Summary : Get strong bones with Anlene so you can celebrate your physical independence with strong bones to enjoy all your favourite activities.
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LAMINEX - January 2004 issue of Luerzer's Archive by WRC Auckland
Brand :SunSilk Long & Strong • Title :Whose Hair • Duration : 30 sees • Client: Unilever (M) Holdings Sdn Bhd • Agency : J.Walter Thompson • Creative Director: Andy Leong & Edwin Soong • Art Director: Wern Lu Wong • Copywriter: Wee Ling Lim • Language : BM & Mandarin • Summary : Why worry about self confidence and low self esteem when there's SunSilk Long & Strong.
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Brand :Cadbury Dairy Milk • Title:Cadbury Festive Range • Dura tion : 30sec • Client : Cadbury Confectionery (M) Sdn Bhd • Agency : Publicis Malaysia • Creative Director : Steve Clay • Art Director: Chow Kok Keong • Copywriter: Steve Clay • Language : English • Summary : Showcasing the collection of Cadbury Fes tive range. From X'mas, Hari Raya to Chinese New Year.
REVIVAL CHURCH - December 2004 issue of Campaign Brief Asia by Batey Redcell Singapore Brand: Celcom • Title: My Z3 • Duration:40 sees • Client:Celcom (M) Berhad • Agency : M&C Saatchi (M) Sdn Bhd • Creative Direc tor : Anthony Wong • Art Director:Marzuki Maarni • Copywriter: Anthony Wong • Language: BM / Chinese /Tamil / English • Sum mary :Celcom gives you the power of true connection with your mobile phone (MMS,GPRS, SMS & etc).How you use it is up to you.
For more information please call Wing, Candice Lee & Chianean Lim of MediaBanc at 03 7983 6668
THE ad for Revival Church by Batey Redcell, Singapore strangely resembles the Laminex ad by WRC Auckland. Telepathy? Who is the real creator?Could it even be someone, somewhere way before these ads that we do not know of?
SELAMAT HARl RAYA A1DILF1TR1 MERRY CHRISTMAS
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WE'RE ALL DIFFERENT. BUT WE'RE ALL THE SAME
your feel good channel
We are individuals united as a company called XM. A dedicated group of hard-working, fun loving people who enjoy what we do. From strategy to implementation our people come together to thrive in a place where drive and talent matter. Where passion is more important than position,and where ideas make a difference.We have evolved, rather than acquired a groupwide culture of shared learning.What does this mean for our clients? Effective e-business strategies for individual markets and e-business thinking that is enriched by multinational experience. We have a history of combining high-end business strategy, user experience design and advanced technical development to deliver full circle e-business services.
different as the seasons, as a group we share a collective passion to achieve the extraordinary.
XMMALAYSIA
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It's how you relate jit@xm-msia.com
taryn@xm-msia.com