Adoi Malaysia 2005 June Issue

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June 2005

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MAM OF OUR TIMES Dato' Kalimullah Hassan Ironclad Butterfly

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Rlaga DDB and Publicis Wow D&AD Judges IVIIIVI, Content Code And Little Cendol

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

I AM honoured to be able to pen my thoughts for the editorial again this issue. It has indeed been exciting. Firstly there was the shocking news of the appointment of agencies for the tourism account reported in Media Magazine (Issue dated 20.05.05), which even the Ministry of Tourism isn't aware of. How amazingly resourceful Media must be.

May was also when Digi entered the fray for the youth market with the other Telco giants. This is researched and detailed in our MobileGone Wild article (pages 24 & 25) this issue.

Other than that, May has been an exciting month of awards and celebrations. Weare proud to announce that Naga DDB has finally earned Malaysia's first D & AD Yellow Pencil in 43 years with their work School Photo for Nikon Coolpix. In another coup, Publicis with their DM pack Missing CD created for Radiology Malaysia has made it to the bible of creativity, the D &AD Book 2006. After three nominations (no pencils), now we can proudly say that we too have a pencil! Congratulations to Ted Lim, Khoo Choo Kian and Mun Tak Wai for their hard work that has paid off. The British D & AD was followed by the American CLIO Awards where Leo Burnett gained an upper hand with a Silver and O & M tied with Naga for a Bronze. Next came One Show where McCann has proven that they too stand on the pedestal of award winners alongside FCB, win­ ning Bronze Awards. All these along with relevant tables have been included in this issue for your reading pleasure. With most of the International awards decided, we are now looking for­ ward to the Cannes Advertising Festival that is coming our way middle of this month, and where our Regional CEO, Harman­ dar Singh is now heading while you are reading this issue. On top of that we have PowerSuits, Adrenaline, Malaysian Cre­ ative Circle and Kancils to look forward to in the following months. Let's all watch how much Malaysian standards have

actually risen when we are judged by creative elites gathered for this year's Malaysian Creative Circle such as Bob Scarpelli, DDB WorldWide; Mark Waites, Mother London; Steve Elrick, Bartle, Bogle & Hegarty AsiaPacific; Jimmy Lam, Clipper MotherAsia; Prasoon Joshi, McCann-Erickson, South & Southeast Asia; Francis Wee, BBDO AsiaPac; Rob Sherlock, FCB AsiaPac; Guy Thirasak, G1/Creative Juice, Bangkok; Trefor Thomas, RMG Connect London and Jeff Orr, Grey Asia Pacific. And from Malaysia we have luminary judges such as Edmund Choe, Saatchi & Saatchi; Edwin Leong, JWT; Daniel Comar, Ogilvy & Mather; Adrian Miller, Lowe; Tan Kien Eng, ARC AsiaPac and Edward Ong, Young & Rubicam.

Malaysian creativity is indeed obviously on the rise on an international scale. We are seeing more bold and original work created around us. Adoi would be honoured to showcase more great works as the agencies produce them. And in this issue, we are proud to bring to your attention Saatchi & Saatchi's Bait as Edmund Choe churns out more ingenious shockers. With this I would like to announce that we have decided to re-open our Anything Creative Section for Adoi readers to feature photography, a sketch, comic strip, a cam­ paign that has never seen the light of day or even a favourite doodle that you are proud of. It could be just anything at all, and thus aptly named, "Anything Creative" by anybody. ECDs / CDs or even suits, please do pass the word on and feel free to send you woryp Dr^o monica@ham.com.my

Dim Monica Wong

WHAT'S H

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

HIGHLIGHTS 08 12 17

IN THIS ISSUE

Kurt Crocker: Direct Marketing Lessons From My Dog Nicky Watts : Wrong Messages, Wrong Places Nick Wreden: Ad Analysis

EXCLUSIVE INTERVIEW 04

14

43 Audit Bureau of Circulations

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

Advertisements are the sole responsi­ bility of the advertisers.

Dato' Kalimullah Hassan : Renewing The New Straits Times Jennifer Chan : Ironclad Butterfly

INTERACTIVE 23

Josh Sklar: RSS, My Preciousss

SPECIALS 18 22 24 26 29 32 34 37 40 43 44 46 48 43 50

D8tAD Awards: Touching The Holy Grail AdShowcase: Monsters' Bait Mobile Gone Wild!

ADOI Open Forum: MIM, Content Code And ...

The One Show Awards: One Big Showdown Gunn Report: Hitting Creativity With A Bang!

Focus On A Photographer Clio Awards: Reaching For The Stars Merger Creates Outdoor Giant Seeing Eye To Eye ntv7: Feel Good Bluehyppo Book Review: Seducing With Cognac TTT Awards: Spin A Win Seeing Eye To Eye Yummy Extravaganza

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CoverStory

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rhp \tl L11C iivfV VJU •BY MONICA WONG

"We only disputed ACNielsen's readership figures for NST where we believe firmly..."

IN just over a year since his appointment as the Group Editor-in-Chief and Executive Director of the New Straits Times Press (Malaysia) Berhad (NST), Dato' Kalimullah Hassan has inspired some radical changes. The most evident of these have been to that venerable institution, the New Straits Times, which celebrates its 160th anniversary on June 14 this year. Market leader in Malaysia until the 1970s, the NST, as it's universally called, had been for the last decade declining in circulation in the face of fierce competition. But now it's broken with tradition and discarded its broadsheet size in favour of a smart new compact format that proved an instant success on the news stands and continues to look promising despite largely sluggish growth in newspaper sales worldwide.

We talked to the man behind this and other changes to the publications in the New Straits Times Press stable.

Dato' Kalimullah is an enthusiast. His eyes light-up when he talks about his family, wife eminent lawyer Datin Helinna Dadameah and their three daughters and son. He also speaks animatedly of his New Straits Times Press "family," clearly proud of its tremendous racial diversity and harmony, and also of the fact that ACNielsen figures show a similarly broad racial mix in the readership of the New Straits Times. And of course he brings to his job a tremendous enthusiasm for journalism itself.

Dato' Kalimullah commenced his career in journalism as a cadet with the then Penang-based National Echo in 1979. In 1980 he joined the Star and was later made the head of political desk. From there he became a correspondent for Reuters and in the same year a special correspondent for the New Straits Times. In his subsequent career, he has served as Press Secretary to the then Deputy Prime Minister Ghafar Baba (now Tun), and as an Editorial Consultant with the Straits Times, Singapore, reporting on Malaysian affairs.

His first experience as an executive of a listed company came with his appointment as General Manager of FACB Berhad, in which role he handled several business operations of the group in Cambodia and Malaysia. He became a Director of FACB Berhad and FACB Industries Incorporated Berhad on 2 July 2001 but resigned exactly a year later and subsequently held direc­ torships in TA Enterprise Berhad, TA Securities Berhad, TA Unit Trust Manage­ ment Berhad, MBf Holdings Berhad and the then MBf Capital Berhad, which later became MBf Corporation Berhad. He resigned from the boards of these companies in 2003 to focus on his own investments.

In September 2002, Dato' Kalimullah was appointed by the Yang di-Pertuan Agong as Chairman of Bernama, after which he accepted his current position as the Group Editor-in-Chief of The New Straits Times Press (Malaysia) Berhad.

By 2004, the circulation of the New Straits Times had been steadily declin­ ing for about a decade, and clearly radical changes were required to turn it around. The idea of a compact-sized newspaper had been mooted intermit­ tently for almost 20 years with no conclusive decision. When Dato' Kalimullah came on board the idea was revived, and after a good deal of research the

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raits Times* "the response from top advertisers for the NST was greater than that of the Star"'

compact was finally launched in September 2004. On the day of the launch, circulation leapt 30%, partly no doubt due to novelty value, but since then the hike as been sustained at around 15% to 20%. Sustaining both a broadsheet and a compact has been a laborious and costly process, but the broadsheet has gradually been phased-out as both readers and advertisers appear to favour the tabloid-sized New Straits Times.

Asked about circulation and readership of the paper, Dato' Kalimullah said that ACNielsen research had suggested there were around 300,000 NST read­ ers, but that their methodology had been questioned and Synovate estimates the paper's readers number 532,000 daily. "We have always acknowledged that in terms of both sales and readership the Star is number one," he added.

"We only disputed ACNielsen's readership figures for NST where we believe firmly that the methodology used does not accurately reflect the readership of a newspaper like ours."

As for whether the New Straits Times still holds its position as the leading newspaper in Malaysia, Dato' Kalimullah said that this was a question not of circulation but of credibility, influence and authority.

"When the NST and the Star ran a supplement to commemorate the Prime Minister's first year in office last year," he instanced, "the response from top advertisers for the NST was greater than that of the Star. We had to increase from the originally scheduled 48 broad­ sheet pages to 72 broadsheet pages or the equivalent of 144 tabloid pages - three times that of the Star" And again,"when the tsunami struck the region, the NST, theStar, theSun and Utusan Malaysia all started disaster funds. The NST ended its collection drive five days before most of the other papers, yet it collected close to RM45 million, or more than twice its nearest rival. It was not a contest, but I drive to collect funds for people who had suffered. But my point is that people gave more gener­ ously to the NST fund than to the others."

Dato' Kalimullah responded with two similarly concrete examples in his rebuttal of accusations that the New Straits Times has political leanings. In the first case he quot­ ed, he said that "the other English-language newspapers wrote articles in October and November last year criticizing the Penang State Government for not keeping the island clean. But it was not until the NST wrote about it in December that it became a public issue, leading to a clean-up of the island." A second example of NST impartiality and authority he gave was that "other English-language newspapers carried strong criticisms of the behaviour of members of Parliament at its session last month, but when an NST columnist wrote about it, he was almost referred to the Committee of Privileges and MPs attacked the paper in Par­ liament. Is there a message there again? I believe so."

CoverStory

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'-'Urdu Inaugural copy of The Straits Times and Singapore Journal of Commerce on July 15,1845

FLASHBACK The New Straits Times started as the eight-page folio-sized Straits Times and Singapore Journal of Commerce in July 15, 1845. Only 200 copies were hand-pressed by publisher and editor Robert Carr Woods in a godown at the now Raffles Square, Singapore. The front page featured notices of ships sailing for Manila and London, and advertisements for everything from British, French and Chinese goods to "miracle pills and ointments" and even Goats for sale.

The paper also featured fascinating snippets of news and gossip gleaned from other publications from as far afield as London, Paris, Bombay, Madras, Penang and China. One day on page 2 appeared the editorial announcement: "Good morning to you kind reader! So you expect from us some declaration of our "intentions" and the course we are pursuing in the manage­ ment of the Straits Timesl" followed by a declaration of edi­ torial integrity and excellence, and the statement that the final two pages would convey news "especially devoted to the interest of commerce."

In 160 years, the NST has only failed to print for four days.

That was during the May 13,1969 riots when printing was stopped by executive order of the Govern­ ment. NST has not failed its read­ ers during war or pestilence, rain or shine. It has endured through colonial rule, Japanese occupa­ tion (during which it was re-titled the Syonan Times), under the threat of insur­ gency, through the birth of Malaysia, confrontation with Indonesia, the split with Singapore, and the formation of a federation with Sabah and Sarawak. ik. Through it all, the Straits Times has always been there recording events, a witness to Malaya's and Malaysia's history.

Physically the newspaper has gone through many phases from laborious

9 dDOl MARKETINGCOMMUNICATIONS

hand-printing to modern-day, push-button, high-speed sophistication. For almost 160 years, the Straits Times and its Malaysian successor, the New Straits Times retained their original broadsheet format. But two British papers, the iconic Times of London and the Independent, both began publishing a compact version alongside the original broadsheet at the end of 2003. Last year both papers opted for one single compact version, and the New Straits Times has since followed suit.

The NSTP Group publishes four newspapers with over 3.5 million total daily readership: NST, Malay Mail (which is more than 100 years old), and in Bahasa Malaysia there are Berita Harian and the tabloid Harian Metro, currently Malaysia's fastest-growing newspaper, with almost 250,000 sales a day. Of the long history and the future of the Group, Dato' Kalimullah says "It is the end of an era, but it is a time for moving forward. While we recognize the nostalgia and sadness that comes with it, we are also mindful of the new beginning and new promises and opportunities ahead."

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THERE I was. In a deluge. The sky just seemed to fall, not in a collec­ tion of drops like normal rain, but as if poured from an enourmous buck­ et, just one vast mass of liquid.

With no end in sight.

At the gate of my house. A manual gate. Waiting for me was my faithful dog. Excited. Despite the rain, out there. Waiting for my return. At the gate. I opened the car door. Moved to the gate. In an instant, I was completely soaked.

"Go", I said. "Back", I said. And she did. Back into the protected car porch. I opened the gate, got back in my car, and drove into the rain sanctuary. My dog, uncontrollably excited upon my return, was given the usual dogowner's greeting. "Ats my gud girl, wat a gut girl.

Now stay." She did.

Then I ventured to the gate and closed it. You might wonder. What the hell has all this to do with Direct Marketing or CRM? Let's just say, I am not me. And my dog is not a dog.

Let's say, I am a person who believes he is man­ aging a customer relationship. Let's say, my dog represents that customer. What has engendered my dog to be so faithful that she comes out in the rain to greet me? What have I done that makes her so faithful? Why does she go back on my com­ mand, and stay put while I close the gate? Dumb dog? Make a leap for a minute.

You ask yourself, "What can I do to create a pur­ chase?" You should be asking yourself, "What can I do to ensure a second, third, fourth purchase?"

You should be asking yourself, "What can I do to convert a prospect into a customer, and make the relationship with that customer a life-time expe­ rience?" \Ne\\, it might be easier with your pets, but that's a start. Too many of us are too cynical. Too many of us look at our job as a way to make money

or achieve status. But a die-hard Marketing professional sees his or her mission in a more omnipresent way. And those who do, will thrive.

Take the dog, for example.

First, you have established a relationship. Second, you have made that relationship real. You have nurtured it. Then, you have expanded on that relation­ ship. You have said, in effect, "It's not just you and them. It's you and me."

Third, you have established proof of your relationship. You have scratched behind the ears. You have played, with mutual enjoyment. You have wiped away sad eyes with the touch of your thumb.

But you must continue to deliver when dealing with human kind. Dogs forgive, even when they shouldn't. Humans too often don't. Those still unclear on the DM/CRM lessons here, they are these: Would a different dog, an unknown dog, have even approached the gate? Unless, with hos­ tility? Would I be able to say, "Wait" while I open the gate, with only hope that the opposition moved to neutral? With a different dog, would I be able to scratch her stomach, if she didn't believe I would offer her some reward? Reward, meaning, the basics. Food. A good car. The best spaghetti sauce. A nice added value to my behind-the-gateseemingly-meaningless life.

Advertising. Direct Marketing. The customerdriven side of Direct Marketing called, currently, CRM. It's all connected to a very simplistic idea.

How more profitable you are has a direct correla­ tion to how much you care. And if you need help about caring, look to your spouse. (David Ogilvy: "Never underestimate the intelligence of your cus­ tomer. She is not an idiot. She is your wife.") Or if that fails, get reminders from your pet.

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_Rip-off Pirates!

AN OPEN LETTER

This book is a rip-off.

A headline, I agree, utterly devoid of wit.

But then, I'm not very amused.

The book on the right would be totally illegal in any country in the workL.in any other country in the world except China, apparently, It has my name on the cover, it has my picture on the cover, and I wrote the entire contents. But I had nothing to do with the publishing of the damn thing, and you should have nothing to do with it either.

If it were an unauthorised biography, and scurrilous just to the edgeof actionable, I wouldn't give a toss. I'd probably enjoy it, to tell the truth. But that's not it at all.

I have a web-site that contains most of my least-embarrassing work with comments on each piece, There's also a list of books, restaurants, hotels and matadors {hat 1 like. It's free to enter, of course, and anyone with absolutely nothing better to do can log on and kill a few minutes, (I'm told the restaurant recommendations arc quite helpful). And whether you like the work or not is a matter of supreme indifference to me. It's just an archive.

But a bunch of publishing pirates have downloaded the site, translated it into Chinese, printed the whole thing in colour and in hardback, and are selling the damn thing in China.

All this, without asking me or ev en telling me. I'd never have known about it had not a dissatisfied buyer in Beijing complained to me about my being involved with anything so rattily produced!

And that's the real problem. I've been asked to do a book by several publishers, and each time I've demurred because I've seen what they've done with the material of their other 'authors*. It's not merely the fact that I've been rippedoff that irritates me; it's that I've been mugged by bloody amateurs.

Naturally, I tracked-down these buggers. They're called *100 Pages', and they're the publishers of the Chinese version of the Aussie-based trade magazine, Campaign Brief, First of all, I had a long and unreserv ed apology from a minion. Then I had a total denial of responsibility from

her boss. When pressed, he offered the *dog ate my homework' defense, and tried to pass me on to someone who, he claims, no longer works there. I suggested that, since he was still collecting the dosh, he could honourably donate all the ill-gotten gains to the Asian Tsunami Appeal. That obviously gave him a conniption, because it all went quiet over there.

All that's happened is that the damn book is now on sale in law-abiding' Singapore!

So these are not only pirates, they're stupid, confused, and greedy pirates. They're also protected by the hilarious copyright laws in China. Because my lawyers tell me that although we have an open and shut case, the likely damages would be derisive, and in any case near-impossible to collect.

The issue of Chinese piracy of intellectual property is now a huge issue to the rest of the world, and I now understand why at first hand.

So; First of all, please don't buy the blasted book. By all means download the site yourself, print it out if you like, and if you must, translate it It's supposed to be FREE, that's the point.

Perhaps more importantly, be very careful when dealing with any company in China, Better still, keep well clear, and still prepare to be ripped off in your absence.

They say that when you dine with the devil, you should use a long spoon. In the case of China, think very long chopsticks.

Net/Fm/d

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iWS

Females aged 20 to 35, married with children, living in urban areas What's wrong with this demographic?

Here's a hint. Mrs Chan is a 21-year old party animal, Mrs Raju is a 34-year old disciplinarian.

One is in her first pregnancy, the other has 2 teenage kids.

One is working, one isn't.

If you see this as just a comparison between 2 women, stop reading and turn the page.

If you recognise this as an indication that correct segmentation and relevant advertising are crucial to the acquisition, retention and loyalty of a customer, please email your CV to rose_lye@my.wunderman.com now.

We are looking for sensible Account Executives Senior Account Executives Account Managers Associate Account Directors and Account Directors.

WUNDERMAN

insight imagination impact

Columnist

...Right media,

Wrong messages, wrong places •BY NICKY WATTS

Asap rokok holeh _ menyebabkan kanser

"Tak Nak"billboard- advertising justified?

TRY DOING THIS: Drive your car at about 40 kph and try to read what appears on the numerous buntings and banners hung on lamp-posts along the roads in the Klang Valley. If the motorist behind you doesn't give a loud blast from the horn to star­ tle you, the failure to read and comprehend what appears on these pieces of PVC may be a frus­ trating experience. It does not take an advertising guru to tell you that advertisements must "hit you in the face".

Even in art lessons in schools, we are told that the size of the letters on posters should be BIG. So, what then is going through the minds of people who spend thousands, if not millions of their clients' money? Take the Assunta Hospital roundabout in Petaling Jaya for example. Billboards of all sizes and shapes are trying to draw the attention of the motorist and because the "competition" and the size of the "fine print", they can only cause traffic congestion (and accidents).

Take the Tak Nak billboard for example. If being dwarfed by bigger ones is enough to down­ play its efficacy, even driving at 20kph you can't read anything but the infa­ mous words Tak Nak. The size of the "body copy" renders it use­ less. So, the government must be justified in asserting that its RM100 million campaign has not brought about the desired effects. What is happening to the outdoor industry? Has law­ lessness crept in? Have local authorities who have issued the licences been "influ­ enced" by "donations" and like of it, to close both eyes as companies do battle, literally on the streets? In the

not too distant future, I foresee this lawlessness expanding to such an extent that the rooftop of your terrace houses may have neon lights advertis­ ing a certain brand of condoms. In another part of Petaling Jaya, two huge billboards have been erected in front of a row of shophouses, obscuring the view from the junction.

I'm sure big bucks were paid for the buildings, but what good is it when no one can notice their existence? Almost all the junctions in Klang Valley have been occupied by billboards - both licenced and unlicenced. Just construct and worry about the consequences later. This seems to be the worrying trait as councils lose sight of their responsibilities to the people. Leaving the councils aside, what about the advertisers and their moral and ethical conduct?

Would they condone a back-hander to get a prime spot for their products?

Don't they ask outdoor companies for docu­ ments showing proof that all pre-requisites have been met before parting with their money?

Would it not be embarrassing to them individually and would it not damage their products when council work­ ers pull down illegally-erected hoardings? The advertising industry sees in excess of RM4 billion passing through its hands this year. There have been moans and groans in the manner government cam­ paigns are given on a silver platter to selected agencies.

Yet, when outdoor sites are obtained by foul means, there's hardly a whimper. Any plausible explanation for such double standards?

...RM100 million campaign has not brought about the desired effects.

What is happening to the outdoor industry?...

AdA^S'LCALREPORTAaXYOFTtYEAR

TBWA proves itsnetwork mettle

We're soaring

TBWA-ISC\MALAYSIA MEDIA Asia-Pacific Agency and Creative of the Year \ ADVERTISING AGE Global Network of the Year \ ADWEEK U.S. Agency of the Yea

Tribute to AdWomen

• BY MONICA WONG

FEW in the industry would not know of Jennifer Chan, the first woman to head the Malaysian office of a multinational agency during her days with JWT, and then as CEO of BBDO. But many would be unaware of the full extent of her achievements, and of the Herculean efforts it has taken her to make it as a woman - and very much a lady - in the still mostly man's world of advertising.

Even today she does far more than required by her onerous job of running the KL office of BBDO, serving as the sole woman on the boards of the two most impor­ tant associations in our industry, the IAA (for which she heads Education and Training) and the 4As (where she's responsible for the drive to further Creative Excellence). As enviable and sought-after as such posi­ tions are, together they addup to a huge workload. But somehow Jennifer manages it - mostly through rigorous time management, she says, and with the support of her trusted and beloved staff, some of whom have rejoined her at BBDO after stints elsewhere.

Almost unbelievably to those of us who know her now, Jennifer started her working iife in a bank.

But the stability and pre-

boring to a person of such abundant energy.

Her restless spirit took her to her first job in advertising, from copywriting to account management with Wings, the agency founded by Tan Sri Lim Kok Wing. After some productive years there, she moved on to PTM Thomp­ son before deciding to brave a brandnew frontier in Hong Kong, where opportunity beckoned for her husband, Paul Loosley.

It was in Hong Kong that she found her calling at JWT. As a suit in the frantic and often harsh Hong Kong environment, she survived not through hard­ ness, she says, but through feminine charm and persist­ ence. She even chose to have a child, and, with meticulous time management, astute delegation and pure hard headedness, worked through­ out her pregnancy until virtually the last minute before the birth of her son. While I sat gaping at this, Jennifer calmly said, "We all live a hectic life, but I believe in balance. I practise Tai-chi for that reason.

There is a balance of both hard and soft, Yin and Yang. It is all about balance. There is more to life than just work, when priorities are set right, one can then choose to live life as you want it to be."

She makes it all sound so simple, balancing life as a powersuit, wife and mother (which according to many, is a full time job on its own). But she admits that there are sacrifices that she had to make. One that she regrets until today is that her child grew up so much in the company of nannies and maids. Nevertheless, she says, she must have somehow gotten the recipe right, as today she can proudly say she's the mother of a fine young man.

After working in Hong Kong and later in Japan and Taiwan, Jennifer finally returned to

Malaysia in triumph, making history in April 1994 by being appointed the first local Manag­ ing Director of J. Walter Thompson, and the first woman ever to run an international advertising agency in Malaysia. One of the reasons for her achievement and the fact that she stood out in Malaysia, she says, was that her ten years' experience in North Asia had made her

who are vocal invariably get a certain degree of atten­ tion over people who are very quiet and meek" she smiles. The thing that has kept Jennifer going all these years is the support of her husband, which is undiminished even after 24 years of marriage.

She says that despite the arguments and disagreements found in every marriage, she is lucky to have married a loving, understanding and thoughtful man. "You need the stability and love at home in order to steady you in this volatile world of advertising. Family life brings some calm into my world and that helps me stay focused, to take a day at a time".

It is sad that even after so many years of socalled "woman's lib", not many women manage to lead companies and businesses. Jennifer's opin­ ions on this issue are so thoughtful and heartfelt that I reproduce them here verbatim: tLl hope the men reading this article realise how lucky they are when it comes to the fact that adver­ tising is a man's world, because we beguiling ladies sure do!

IT'S easy for a woman to be appointed to a position, even at management level, when she has credentials and experience relevant to the job. This is especially true with the small talent pool in Malaysia.

However, staying in the job and making it work is the real challenge.

The job at the top demands tough decisions that are often unpopular or just plain difficult, but they are necessary and nevertheless have to be made. From motivating and incentivising people, to holding your ground firmly with them; negotiating the increasingly pressing demands and expectations of clients, staff and regional and global management; increased profit pressure; the volatility of business coming and going; the com­ petitiveness of the market and players who are battling over a piece of the pie; the year-on-year growth that's expected by company bosses and shareholders; the self-inflicted mandate to shape the reputation and image of the company / agency / business that's under your care; the hours that always seem so long at work; the little personal time that's left for self and family, and so on.

When confronted with all these demands and

imperatives, it's not just about how talented you are. Talent is important but just as valuable are qualities like tenacity, determination, flexibility, drive and commitment. It is about how long you can sustain the business, its growth and hence your job without compromising standards, quality and the reputations of your employer and yourself. That is the tough part. That is why we often see people at the top, drop and disappear, at more or less the same pace as their ascension to success. And when you are in a very senior management position, self-motivation is a wonderful ingredient of success because you won't always find motivation from your bosses or peers. It is easy to light a candle, but not that easy to keep it lit. Sometimes people give up because the pressure and expectations of the job conflict with their values or priorities at that point in time, in their life stage.

And there's one vital, ultimate rule for success - vital for me, anyway - and that's "Don't take yourself so god##mn seriously!"

Jennifer Chan, Chief Executive Officer,BBDO Malaysia (right)

3D0IMARKETINGCOMMUNICATIONS 15

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No matter how we view something, we're always aiming for a win-win situation.

Here in Bangsar, the capital of coffee and creativity, we're constantly brewing different blends of creative solutions to meet your business needs.

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Columnist IN 2004, William Ford III, chairman of Ford Motor Company, stated, "The F-150 is the most important launch in the history of Ford."

For 23 years, the F-150 pick-up truck had been Ford's most profitablemodel and the best-selling vehicle in the world. But the struggling automaker needed a hit, and the Chevrolet Silverado and Dodge Ram were gain­ ing fast. So, after a radical re-design, Ford re-launched the truck with its biggest ad blitz ever, spending more than $60 million in just two months. The spending included buying up all the advertising time on the best show on US TV, "24." Other activities included extensive magazine advertising, online roadblocks, or buying all the space in comparable media (ie, Yahoo! and MSN), and other online advertising.

Unlike previous campaigns, Ford devoted time and resources to measuring the relative impact and cost efficiency of different marketing vehicles in the media mix. The study sought to answer the questions that perplex everyone in branding: Is a dollar spent on TV advertising more effective than a dollar spent at a trade show? What is the return of a sponsorship com­ pared to, say, an online ad on a popular Web site? How do you untangle the relative impact of TV, magazine and online advertising?

To answer these questions, Ford turned to a "Cross Media Optimization Study (XMOS)" developed in con­ junction with the Advertising Research Foundation. The XMOS is an extremely sophisticated analysis that deter­ mines the effectiveness of an integratedmarketing com­ munications campaign. Most interestingly, it alsoisolates the effects of different media, examines complementary effects and performs a dollar-for-dollar comparison of the ROI for each media.

After developing matching "exposed" and "con­ trol" groups for each target market, XMOS develops a

Ad Analysis •BY NICK WREDEN nick@fusionbrand.com

survey that measures brand awareness, brand image and intent to take action. These results are compared to actual sales.

Many branding studies make the mistake of using the same yardstick, such as impressions, across all media. But an impression via TV is not the same as an online impression. What is required, and what XMOS does, is to measure the impact per dollar spent, or the retum-on-marketing-objective (ROMO). ROMOis calcu­ lated by the total cost of the media divided by total pop­ ulation exhibiting that effect.

The results of the XMOS study have important implications for media planners. While 90 percent of Ford's budget for the F-150 was spent on television advertising, magazines and online advertising had the better ROMO. That is no surprise. While TV is excellent at creating awareness, it is not very effective at generat­ ing the only metric that matters - sales. What was sur­ prising is that the impact of roadblock and other online advertising contributed to an amazing 6% of total vehi­ cle sales. Drilling down into the data reveals that online advertising hada greater impact on sales than TV adver­ tising — at about 10 percent of the cost.

Other data showed that magazine advertising was also more effective than TV. According to the study,

"best practice use of white background with plenty of white space around an interesting visual of the truck and strong, clear copy translated into strong ROMO performance." (Anyone responsible for the current mess-of-confusion MAS campaign should read that sentence twice.)

The XMOS study had other interesting conclusions.

Magazines and online category-related sites were very similar in their ability to deliver those who were consider­ ing a truck purchase. Electronic roadblocks were the most cost-efficient, but lacked scalability. By fine-tuning its mediamix, Ford could increase sales without spend­ ing any more money.

By looking at the numbers, companies have sub­ stantially improved the ROI from investments in such areas as production, logistics and operations. It is long past time for agencies to start calculating such metrics as ROMO. The benefits will be a better ability to defend their decisions, most profitable allocation of limited resources and, hopefully, larger budgets.

Nick Wreden is managing director of FusionBrand,a brand consul­ tancy in Kuala Lumpur.His latest book,ProfitBrand:Howto Increase the Profitability, Accountability and Sustainability of Brands, will be out in July. Contact Nick at nick@fusionbrand.com.

THE ENHANCED PEflOANA V6 VERY VERY QUIET.

www proton.

Agency: McCann Erickson Client: Proton Executive Creative Director: Huang Ean Hwa & Lee Szu-Hung Art Director:Ngow Fei Fei Copywriter: Gavin Hoh Brand Team:Edmond Lee & Navin Rajaratnam Photographer: Allen Dang (Wizard Studio)

3D0IMARKETINGCOMMUNICATIONS EH

-Award

Honda"Grrr" by Weiden+Kennedy UK

Naga DDB and Publicis Wow D&AD Judges| •BY MONICA WONG

FOR 43 years the pencils have eluded Malaysians' reach, but Naga DDB had made our nation proud by bringing home our first D & AD Yellow Pencil making advertising. The Print Ad produced for the Nikon Coolpix 8400 wideangled camera, entitled "School Photo", is one of only three pieces of advertising from Asia that have been nominated for the coveted D&AD Sil­ ver Award this year. Two other Silver Awards was grabbed by Thailand's Creative Juice \ G1 with Police and BBDO Bangkok's Worms.

In another coup for Malaysia, Publicis with "Missing CD" DM created for Radiology Malaysia had been nominated to enter the D & AD Book.

This DM effort shows a creatively packaged CD

m aDOIMARKETINGCOMMUNICATIONS

ROM with a simple, yet informative, step-by-step Quick Time file. To highlight the potentially tragic effects of undetected breast cancer, a double CD case - with one CD missing was mailed. Only great creativity would even beconsidered in the selection of the D & AD book which has been the bible of cre­ ative works for 43 years, (this impressive DM is fea­ tured on page 19).

The achievement for a Yellow Pencil was no small feat as Malaysia has been nominated before only on three separate occasions over the years and has returned with a heavy heart. This years entries were meticulously scrutinised by 278 of the creative A-list including the distinguished Cannes Lions 2004 Jury President, Piyush Pandey, JWT

Worldwide Creative Director, Craig Davis, creative hotshop KesselsKramer's Erik Kessels, who are definitely out to draw blood in their quest for great creativity. Competition was made even more diffi­ cult going against a record number of 14,320 entries from 58 nations. Of this only 753 entries or 5% were considered good enough to go in the D&AD Annual as a historical record of great cre­ ativity. No more than 127 entries or 0.88 percent were nominated, out of which only a mere 0.39 percent won Silver Awards. And Naga DDB did it for Malaysia!

This year has been a bumper year for the industry. Winners doubled last year, where four Black Pencils (Gold) were awarded, and more than

Award k

To find out how, insert and play.

Radiology Malaysia"Missing CD"by Publicis

D&AD Awards 2005: Gold Awards (BLACK PENCILS) Category Title | Entrant | Client Television & Cinema Advertising Television Commercials / Grrr Wieden+Kennedy Honda Individual over 60 seconds Television & Cinema Advertising Crafts Art Direction Wieden+Kennedy Grrr Honda Television & Cinema Graphics & Identity Brand Identity Channel 4 Identity Channel 4 Television Channel 4 (produced by 4Creative) Environmental Design & Architecture Design for Industry, Transport and Millau Viaduct Foster and Partners French Ministry the Workplace of Equipment, Transport, Housing, Tourism and Sea D&AD Awards 2005: Silver Awaixls (YELLOW PENCILS) [*Asian Winners Only] Category Title Entrant Television & Cinema Advertising Non-English Language Television Commercials / Police Creative Juice \ G1 Individual over 30 seconds Television & Cinema Advertising Non-English Language Television Commercials / Worms BBD0 Bangkok Individual over 60 seconds Non-English Language Posters Consumers Posters / Individual School Photo Naga DDB Malaysia Pavement (Sidewalk) / Adshel 125 Yellow Pencils (Silver). Compared with last years two Gold and 51 Silver Awards. "We were in the company of giants, the who's who in the com­ munications world. To be on stage, to be toasted

by Wieden + Kennedy, Mother and DDB London was unbelievable," said Executive Creative Director of Naga DDB, The most awarded ad at D & AD this year was Weiden & Kennedy's Grrr for Honda, with not only

m 0DOIMARKETINGCOMMUNICATIONS

Client

[Nation UK

UK UK

UK

i

Nation

Thailand Yellow Pages

Thailand

Uni President (Thailand)

Thailand

Nikon Sdn Bhd

Malaysia

Mun TuckWai, StephanFry (British Celebrity) Ted Lim and Khoo Choo Kian awarded D&AD yellow pencil.

nine Silver Awards, but also two Gold Awards, an extremely rare feat at D & AD, for the categories Television & Cinema Advertising Crafts / Use of Music and Television & Cinema Advertising / Tele­ vision Commercials / Individual over 60 seconds.

The Honda Grrr ad was surprisingly inspired by hate, as Tony Davidson, Executive Creative Direc­ tor, Weiden+Kennedy UK explains, "It's nice to win awards. It's nice that Honda Grrr is being recog-

nised globally as a great commercial. What's even nicer is that it's the truth. When the designer of the engine, Kenichi Nagahiro San, first introduced it in the UK, he said "I hate diesels". So if it wins any­ thing at D&AD, I would first and foremost like to thank him." (See charts for other winners) May 25th 2005 was a memorable day for Malaysians asTed Lim, Executive Creative Director, Naga DDB, Mun Tuck Wai, Creative Group Head and Khoo Choo Kian, Senior Art Director stepped up on stage at the glamorous D & AD Awards Cer­ emony in London witnessed by over 1800 atten­ dees to accept Malaysia's very first Holy Grail of Creativity, a Yellow Pencil. Syabas!

The Commercial Future of Sports in Asia

Key Experts Will Discuss Key Issues Including

Speakers confirmed include: • • • • • • • • • • • • • •

• Improving on current Asian Sports Sponsorship campaigns and practices • The Future of Sports TV & Media

Mr. Ma Guo Li, President, CCTV Sports & Chief Operations Officer, Beijing Olympic Broadcasting, China Mr. Hidenori Arai, Deputy Director, FIFA, Switzerland Mr. Louis Martin, Chief Executive Officer, Asian Tour, Singapore Mr. Keld Strudahl Director of Sport Marketing, Carlsberg Breweries, Denmark Mr. Andrew Whitaker, Senior Vice President & Managing Director of Int. Television, World Wrestling Entertainmentlnc CWWE), United Kingdom Mr. Taron Mohan, Chief Executive Officer, Phoneytunes.com, India Mr. David Churches, Director, Sydney-Beijing Olympic Secretariat, Australia Ms. Mei Wong, Deputy General Manager, China Sports Industry International [Commercial Arm of the Ministry of Sports), China Madam Yuan Bin, Director of Marketing, Beijing Organizing Committee for the Games of the 29th Olympiad CBOCOG], China Mr. John Barton, Head of Sports, Asia-Pacific Broadcasting Union, Malaysia Mr. Marcelo J Milliet, Chief Executive Officer, Traffic Sports Marketing, Brazil Ms. Beth Coalter, Manager, HK Rugby Sevens Hong Kong Mr. Paul Stimpson, Head of Broadcasting, FIBA, Switzerland Mr. Peter Chen, Official FIFA Agent, China

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Presenting Sponsor

JT

Phoneytunes.com

Rights in Asia • The Commercial Opportunities for Football in Asia • Hosting International Events in Asia - The Challenges • Beijing 2008 - The Financial Opportunities

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SPORT XCHAIMGE 4th July 2005 Grand Hyatt Singapore

The Commercial Future of Sports in Asia

4 easy ways to register Phone:

Singapore +65 6334 3909 Malaysia +60 3 7660 6139 Malaysia +60 3 7660 9622 www. totalsportsasia. com/sportXchange Total Sports Asia Sdn Bhd Level 20-1, CP Tower, 11 Jalan 16/11 46350 Petaling Jaya, Selangor, Malaysia.

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AdShowcase

You'll want one

me irresistible V/IO^ ~ —BK

moving forward**

—-

' . wwwloyota.com.my

Agency: Saatchi & Saatchi Executive Creative Director: Edmund Choe Creative Director:Henry Yap Copywriter: Primus Art Director:Kien Hoe Agency Producer:Shirren Lim

Film Director: Jamie Quah Exec producer:Karen De Silva, Razlan Ramdan Producer: Affendi Harjoh DOP: Low Soon Keong Post House:F DESIGN

Editor: Paul Makridis Online Compositor:Daniel May Animation House:SEQUENCE PRODUCTION Animator : Albert Chew (animation director),Liang Chee Keong (Snr Animator), Tee Wee Khoon (VFX Animator

Monster Idea IBY MONICA WONG

Edmund Choe, Executive Creative Director

m aDOIMARKETINGCOMMUNICATIONS

THE catchy new spot Bait by Saatchi and Saatchi shows a Toyota Vios parked by the roadside as bait to attract unsuspecting passers by. Once the jogger goes near the irresistible lure, the life sized carddbox deflates and he is immediately snapped up by a Loch Ness like monster. This spot was voted the second best tvc in the net­ work at a recent Saatchi & Saatchi worldwide cre­ ative board meeting. Edmund Choe, ECD, Saatchi & Saatchi said, "The Vios is positioned as a car that's irresistible. So we thought a really cool way to demonstrate this would be for someone

(or something) to actually use the car as bait." He added that UMW is a great client that allows them to flex their imagination, so " we tend to just let it all hang out and have as much fun as possible.

Aliens, gangsters, flying monkeys. You name it.

But we do also commercials that are more down to earth." That and out of this world. The hurdle that the team faced was the construction and ani­ mation of the monster. Fortunately they had film director Jamie Quah, the animator and the pro­ duction guys at F DESIGN to create amazing effects. An award winning ad? Sure looks like it.

InterActive

IT'S time for another episode of "What's my favorite upcoming e-marketing fad?" If you spend a decent amount of time online, you know that fol­ lowing hot on the heels of blogs (web logs) is the most convenient opt-in, push/pull ad medium to date, RSS feeds. RSS stands for either Really Sim­ ple Syndication or Rich Site Summary, depending on how cool you are. If you're really uncool, it might mean RDF (Resource Description Framework) Site Summary because the distribution format is XML. Hello? Are you still with me?

Really Simple Syndication (yes, I'm cool) is a way to basically send out content to a group of subscribers in the form of headlines that go to a reader program dubbed an aggregator. Instead of people having to go to dozens of Web sites to glean the info they're interested in- forcing the con­ tent owner to compete against himself in an effort to promote a dozen messages to numerous audi­ ences - they are able to sign up to receive only the categories of news that's likely to be of interest.

"Waitaminute! That sounds just like e-mail sub­ scription!" Yes, my perceptive faithful, you are cor­ rect. But there are distinct advantages to RSS over e-mail. No, it's not the size of the base audience since, for instance, 91% of US Internet users use email on a regular basis, but only 4% use RSS at all.

But this is an alert about a forthcoming marketing medium, not one that's yet ripe.

The benefits include: Many people feel that their e-mail is private and they are incensed by the intrusion of spam. Combining legitimate automat­ ed business and marketing messages with e-mail

RSS, MY PRECIOUSSS •BY JOSH SKLAR, FOUNDER LOGICWORKS JOSH@LOGICWORKS.US

has been a necessary, but not desirable, evil. RSS segregates those messages from correspondence while providing the same convenience of having information pushed to your audiences. Since view­ ers are only seeing what amount to headlines, you have to condense what you want to say into a cre­ ative sound bite. This forces you to really think about the message in the same way you did when moving to e-mail from print brochures (you didn't want to just copy and paste the brochure text into the mail, right?). Since the format is universal, the aggregator program brings in feeds from any source into the same place, in the same way and in the same format. Instead of receiving dozens or even hundreds of individual e-mails with different design formats, the reader simply scans a list of the headlines. If they're interested, clicking on the link opens up a more detailed message within a pane of the aggregator that may contain a link to a web site or specific web page to help carry on the sales loop; Google is offering a new AdSense program specifically for RSS (even though they, themselves, don't offer their news.google.com content in RSS).

MALAYSIA

You can embed contextual (that is, relevant), unob­ trusive advertising messages into your feeds and generate revenue via click-throughs.

I'm not advocating overthrowing e-mail mar­ keting (yet!), but supplementing it with the growing popularity of RSS is a way to reach out to a savvy, younger group. There are more and more early adopters and the transition time from that group to the general pop(culture)ulation is growing ever shorter. Even web browsers are building in the abil­ ity to recognize which sites provide RSS feeds.

Apple's Safari places an icon next to the URL in the address bar that, when clicked, will display its builtin aggregator complete with the site's headlines, summaries and "story" links. Because RSS is transmitted in XML, mobile phones, PDAs, MP3 players and wireless gadgets of all kinds can potentially receive them.

So look for the friendly little orange, RSS rec­ tangle on your favorite news sites and start experi­ menting. Then we'll talk about the various metrics you can use to gauge effectiveness. That's another headline to skim.

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^EjWkiSl!)RTGOflftPAN^B •INlliHE1NEWSffiHRbUGH IgERNWIVICTBBWIR^fc A press release about your product or service that appears in a newspaper or on TV can bring in customer orders and new business opportunities.

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msK ^Jalan Tun Razak'£?•Box l00H 50700 KualiLumpur:.

BY MONICA WONG

LAST year we witnessed the Iran JHk : price battle of the telcos, and now another battle has broken out, this time for the youth market. The young are being enticed with fancy packages and cool images, many of JK flK\£ which are quite similar. They all involve « M v$ B •B:i% the same ingredients: music, downloads m H Bj VV and chat. How more innovative can they IBL^ppP get? The minds of teens are as unfath- ^HK: ^* omable as intergalactic space. What do 1 they desire? Their trends spin so crazily fast that studies on them are redundant as soon as they are completed. It is believed that teens aspire to be revolutionary, break boundaries, to be different in their own context, and yet, paradoxically, they also yearn to belong. So how differ­ ent is different and in what comparisons can be made between the offer­ ings of the various telcos?

Hotlink the prepaid brand for Maxis, has been targeting the youth mar­ ket for 8 years now. They have built their base to almost 5 million users now. This year, Hotlink has employed a whole arsenal of campaigns. They started by spoiling their users with I Want It All, offering a nationwide flat call rate (Maxis to Maxis only) of 39sen/min and 5 sen for sms. Digi imme­ diately hit back with Beyond Prepaid's 38sen/min (to any number) and 15 sen to friends and family. And Celcom's X-Pax retaliated with Mid Plan offering a nationwide flat rate of 30sen. All these of course come with elab­ orate terms and conditions that apply. The price war is just getting hotter and hotter. And it seems a pity that price-cutting, that last resort of mar­ keters, will eventually hurt the telcos' bottom lines as margins decline.

Outside the price battle, telcos continue to garner user loyalty in other ways. Last year, Hotlink endorsed Siti Nurhaliza for the Hotlink-sponsored programme Akademi Fantasia, which cut across age groups. Will that trend continue this year with Reshmonu and Music Zone? Complement­ ing these is Campus Zone, a package enabling students to call from col­ lege to anywhere within Malaysia cheaply. This seems like a great way to lure students to Hotlink, but one that will eat-up profits if volume does not

^^°ur

justify it, but with their existing volume, they CAN indeed get away with this.

Knowing their strength in numbers, ^ Hotlink have launched the Hotlink Club to f°rm their own clique. Members of iiilllllllHP^ ^Pthe club enjoy privileges in three cate­ gories: "Membership Indulgences", "Red Carpet Privileges", Hotlink Zones, members' forum and "Hot Merchant Deals' which include discounts on F & B, phones, fashion and entertainment.

With the deals that members con­ stantly receives, many are tempted to join up the Hotlink Club.

youth source expresses it, "who could dance to phone music? I pre­ fer my MTV - on tv." The number of subscribers to this campaign would be interesting to count.

Cool Celcom So far, Celcom X-Pax have not been overtly reactive in this battle for the Youth Market. They have garnered the force of Star Wars that is loved by all age groups, to attract new users with the excitement of Star Wars III, Revenge of the Sith buzzing in the air. Other than that, X-Pax already offers most of the services that both their con­ tenders are promoting, like downloads, discounts and spe­ cial privileges. Keeping their cool, Celcom have avoided the full brunt of this gutwrenching battle and retained their presence with in the Youth market with X-Pax and focus on launching services required by their users. With 90% coverage nationwide, Celcom's 3G definitely covers more ground than others.

Let the Youth judge!

Who will win the struggle for the youth market? Who will get a bigger bite of the pie and who will be bitten? It does look like Hotlink will retain their share, in fact, we wouldn't be surprised of a growth with con­ sistency. But when dealing with the youth where the only con­ stant is change, we wouldn't be surprised with a surprise. Who actually understands the youth market best remains to be seen, as the mobiles all go wild.

So how different is different and in what comparisons can be made between the offerings of the various telcos?

In Comes DiGi Hotlink having basked in the limelight for so long, DiGi are now retaliating with DiGi Prepaid MTV Powerpack.

They currently have almost 3.5 million users, 94% of which are prepaid. With the Powerpack, they have now invaded the dark realm of Hotlink with a blast of a party. By combin­ ing forces with MTV, Digi now offers MTV downloads, MTV gossip, VIP par­ ties, movies, concerts, event passes, WEB / WAP portals, gifts, discounts and unlimited sms for a mere RM5 monthly. This is of course incorporated into existing services such as flat rates, High Speed Mobile Network with DiGi's EDGE and friends' network such as Friend Finder, Bubble Talk (voice sms) and Life Logger.

Will its popularity spin-off to DiGi's benefit? Or will this be just another passing novelty? Many would agree with the latter. As my

aaiMARKETINGCOMMUNICATION^

ADOIOPENFORUM

Content Code and a •BY THE HAMMER

IT certainly wasn't easy getting the heads of key advertising associations together for a chat: Datuk Vincent Lee, President of the Association of Accredited Advertising Agents Malaysia; En Shahar Noor, President of the Malaysian Adver­ tisers Association and Mr Ho Kay Tat, President of the International Advertising Association, Malaysia Chapter.

But together they did come on a May afternoon at the Eastin Hotel coffee house. On the menu was a simple agenda to talk about the state of the industry and ADOI started the ball rolling.

On the need for clarity regarding the Madein-Malaysia (MIM) ruling...

Shahar: MIM definitely needs a review. They have kept to their current position for umpteen years, and without a review to update their status and cur­ rent views, the industry will be left in a dilemma.

Things need to be clarified, difference of opinions should be eradicated and we should all come to a common agreement. The message remains the same. But whenever there is a new head, we will need to present ourselves again. We need to settle on a compromise that will benefit all parties, be it the government, agencies or production houses.

The country will benefit the most at the end of the day. Revenues, media, production costs will be saved and ploughed back into airtime, that's what MAA has been talking about for years. To make it a healthy industry.

Datuk Vincent: This is true when we speak of multinational companies. What about local com­ panies like Pensonic, I Berhad? How would they remain competitive not being in the league of internationally acclaimed companies nor allocat­ ed similar budgets? A locally produced commer­ cial could be more their price range. Think about the SMEs and SMIs who do not possess a budget to produce a costly ad to compete with the multinationals.

m dDOl MARKETINGCOMMUNICATIONS

Shahar: Small agencies or companies when aggressive, they eventually become big indus­ tries. When they get there will they still think the same way?

Datuk Vincent: Even when the small agencies become big, they are still local and will still be limit­ ed to certain resources.

Shahar: They too can become multinational, as the government has been encouraging them to move abroad and they should. No way could they expect foreign companies to protect them.

Kay Tat: There is no consistency and continuity in the implementation of that policy. Every new minis­ ter applies the rules differently. Unfortunately, that is symptomatic of many things in government. Sadly, the industry has to dance to a different tune every few years. I am not optimistic that will change.

On how the country can benefit from dis­ banding MIM....

Ho KayTat (IAA President), Shahar Noor (MAA President) and Datuk VincentLee (4As

Datuk Vincent: When you speak of national inter­ est, how would there be benefits? This country is promoting SMEs and SMIs, and they need help to compete against multinationals. I am not talking about local agencies and multinationals. I am talk­ ing about clients.

Shahar: That is an entirely different issue. Our gov­ ernment has all the infrastructure to aid them. There are some smaller production houses who can do better jobs, at lower costs compared with some larger production house.

Datuk Vincent: Multinational companies have huge budgets employing the presence of interna­ tional stars and exotic locations.

Shahar We take many things into account when employing an international star. We need to con-

sider the sensitivities involved and star presence may not be suitable for all campaigns.

Datuk Vincent: As 4As President, I have to take into account both multinational and local companies, therefore my views are very balanced. On one hand, multinational agencies like ours would love to have unusual and attractive commercials, whereas local agencies are representing mostly SMEs and SMIs, therefore they are at an unfair disadvantage.

However, I do agree with you that the Government will have to make a decision on this.

Kay Tat: Perhaps, the Government can follow a similar model from the auto Industry to phase in liberalisation. A phase in programme that makes it clear tothe industry that in a certain number of years we will reduce tariffs, or in this case phase out MIM.

*

I

are only just beginning to promote SMIs and SMEs, compare to South Korea, Taiwan and many coun­ tries around our region that have received tremen­ dous support by their governments. We are only beginning to do so and are at least 20 years behind creating proper programmes and aid for them.

Now as the President of 4As, my priorities are for the industry and I will speak on a view that is com­ mon with member's views, as clearly stated in the 4As charter, ie. to support of lifting MIM.

little cendol...

Shahar: Let them compete among themselves, the multinationals against the multinationals, SMEs with the SMEs. They have to fight and grow them­ selves to be competitive. The multinationals have existed for a long time in this world, you want them, so let's not restrict them. The SMEs have been given government allocation and aid but do not know how to venture into this area of branding, as they still worry more about packaging.

On confusion guidelines

On the content code

Shahar: They can't seem to make up their mind. At one time sanitary pads on television was banned, now it's permissible.

Shahar: After so many years, it is finally getting on its way. That is mainly because of the numerous channels, rules and regulations and controls. Final­ ly we have a one stop juncture, agencies especial­ ly should be glad of that.

Kay Tat: Again it goes back to fact that every new minister takes a different approach and has a dif­ ferent attitude. We need to concretise the rules .

Datuk Vincent: I will not say that MIM should stay forever, but agree with Kay Tat a time frame should be given while programmes are implemented to

Shahar: That is the reason I believe that a meeting with the Government to clarify is in order.

On managing different points of views....

Kay Tat: Would it be fair to say that since Datuk Vincent represents the 4As and Shahar Noor rep­ resents the 2As, and some may be for liberalisation and some against, how do you reconcile the two positions within your own associations?

Datuk Vincent: Before I was nominated President of the 4As, I was against the lifting of MIM. My port­ folio comprises of small as well as large clients. We

Datuk Vincent Media agencies have negotiating power because they represent not one but a few agencies. I am looking at setting up a media spe­ cialist entity to buy media for the smaller boys to level the playing field. This way, they will have bet­ ter negotiating power. This company will be a con­ sortium where all small agencies will hold a share.

If there are 30 small agencies involved, they will all be equity members.

Kay Tat: Precisely the point, if the government is not making a conclusive decision on their stand, it is up to the industry to propose a phase-in model.

Shahar: There is nothing wrong with that. It is educational, a young girl must know how to use it. Now that the country is more mature, we need to review MIM. They country has changed, we have changed, the government has changed, it is inevitable, we need to move on.

Datuk Vincent: Yes, MIM has been around for over 20 years, but there had never been clear cut poli­ cies, implementation nor phase out programmes.

On splitting media commissions

Kay Tat: I believe in fewer rules and regulations.

The government should let the market decide and seriously it is not likely that the industry will run wild cos that would be shooting ourselves in the foot, the government needs to step back and not try and mother the industry.

Datuk Vincent: Condoms?

esident) putting their heads together

help them move into a new phase. We cannot sim­ ply pull the plug without proper programmes in place. The production houses are crying now, even the talents because there are simply not enough jobs circulating in the market.

"I believe in fewer rules and regulations, the government should let the market decide and seriously it is not likely that the industry will run wild cos that would be shooting ourselves in the foot. The government needs to step back and not try and mother the industry" - Kay Tat

Datuk Vincent I have not studied it thoroughly, but have been told that our content code is similar to the one in the US. But in terms of commercials, for expatriates to work here, they would still need work permits. Same as the US, where we will need a work permit to film a commercial there. So looking at it, even a huge country like the US is still restric­ tive and protective. You look at using personalities to endorse a product, multinationals have the ten­ dency to use international stars. What about our local stars like M.Nasir, Siti Nurhaliza, where will their source of income be from? Many will suffer: producers, musicians, film stars, skilled film people, and so on. That is why our Government is looking at these factors seriously before deciding. It is a tough call for the Government as many will be affected. They have to deal with these mixed feel­ ings. They have to look at it as a national issues rather than an industry issue.

On the expensive productions costs Shahar: If there's a more open market, productions costs will come down.

Datuk Vincent I do not agree that production here is more expensive, I have worked with various budgets and it all depend on the script. 4As may not represent the entire industry, neither does MAA represent all advertisers as there are thousands of advertisers. Even when we represent the majority of them, we may not be representing individual views. So we have to look at it as representation or the value of a representation. This is democratic.

3D0IMARKETINGCOMMUNICATIONS M

studio

Consultant

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Awards

IPR

THE

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Client: RSony PlayStation Agency: McCann Erickson Executive Creative Directors: Huang Ean Hwa & Lee Szu-Hung Art Director:Choo Chee Wee Group Brand Director: Dinesh Sandhu Brand Executive:Joyce Chan

Client: RayTan Florist Agency: FCB Malaysia ECD:Yap Pow Hoong CD: Kit Ong Art Director:Ken Goh Writer: Monica Chen Designer: Ken Goh,Jaan Lim Photographer: Melvin Lee - Untold Images Illustrator: Monica Lee

send with RavTan

Showdown •BY MONICA WONG

THE One Show comprises of the One Show Awards, One Show Interactive Awards and One Show Design Awards. This marks their 30th year of cre­ ative excellence. Out of nearly 17,000 entries from over 55 countries, 25 Malaysian entries were shortlisted. These include Arc (1), FCB (3), Leo Bur­ nett (5), Lowe (1), McCann (3), Naga DDB (3), O & M (1), Publicis (2), Saatchi & Saatchi (1) and Y & R (3). (Full charts have been featured in May Issue of ADOI). Out of these shortlisted few, only two scraped through with Bronze

awards. McCann Erickson earned a metal with their popping fun Bubbles for Sony Playstation in the Exceptional Innovation in Marketing category.

And in One Show Design, Foote Cone & Belding bagged a Bronze with Stamps for Ray Tan Florist in the Collateral Design : Posters - Campaign.

This has been one showdown for creatives vying for pencils. Congrat­ ulations to the winners for putting up such a tight fight.

3D0IMARKETINGCOMMUNICATIONS ®

Didn't get an invitation to the Power Suits Awards Ceremony?

G@t noticed. Come to the Power Suits Awards Ceremony and listen to Malaysia's leading advertisers, agency heads and creative gurus talk about what makes a Power Suit. Then sit back and cheer the winners of this year's Power Suits Awards.

The Power Suits Awards Ceremony â&#x20AC;˘ 12.30pm *14 July 2005 â&#x20AC;˘ Securities Commission Auditorium, Bukit Kiara Tickets priced at RM150 each. Call Ragoo at 012-205 9624 for more info.

The Sponsors:

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.Awards

ONE SHOW GOLD WINNERS UST

ASIAN ONE SHOW WINNERS UST CONSUMER NEWSPAPER: 600 LINES OR LESS - SINGLE Awards Agency Silver TBWA\ Singapore Silver TBWA\ Singapore Bronze TBWA \ Singapore

Client MINI MINI MINI

CONSUMER MAGAZINE: BLACK AND WHITE: FULL PAGE OR SPREAD - SINGLE Awards Agency Client Silver BBDO / Singapore Pizza Hut Singapore Silver BBDO / Singapore Pizza Hut Singapore Silver Ogilvy & Mather / Singapore The Economist OUTDOOR: SINGLE Awards Agency Bronze TBWAVJapan (180YTBWA)

Client adidas

CONSUMER MAGAZINE TRADE: COLOR: FULL PAGE OR SPREAD - CAMPAIGN Awards Agency Client Silver Creative Juice\G1 / Bangkok Tamiya Assembly Toys COLLATERAL ADVERTISING: P.O.P AND IN-STORE - SINGLE Awards Agency Gold Leo Burnett Greater China / Hong Kong Bronze Ogilvy & Mather / Singapore

Client Y+ Yoga Center Nike

COLLATERAL ADVERTISING: POSTERS - CAMPAIGN Awards Agency Bronze BBDO / Singapore

Client Pizza Hut Singapore

PUBLIC SERVICE/POLITICAL-PRINT: NEWSPAPER OR MAGAZINE - SINGLE Awards Agency Client Silver Ogilvy & Mather / Bangkok National Park Wildlife and Plant Conservation Dept.

PUBLIC SERVICE/POLITICAL-PRINT: NEWSPAPER OR MAGAZINE - CAMPAIGN Awards Agency Client Gold Ogilvy & Mather / Singapore Anglican Welfare Council Bronze Ogilvy & Mather / Bangkok WWF Thailand PUBLIC SERVICE/POLITICAL-PRINT: OUTDOOR AND POSTERS - CAMPAIGN Awards Agency Client Silver CC&EAdvertising/Guangzhou WWF CONSUMER TELEVISION: OVER :30 - CAMPAIGN Bronze Euro RSCG Flagship / Bangkok EXERTIONAL INNOVATION IN MARKETING: SINGLE Bronze McCann Erickson / Kuala Lumpur

Soken Electronics Sony (Malaysia)

ASIAN ONE SHOW INTERACTIVE WINNERS UST

AGENCY CONSUMER NEWSPAPER: OVER 600 LINES - SINGLE Jung von Matt/Berlin DHL CONSUMER NEWSPAPER: OVER 600 LINES - CAMPAIGN Grabarz & Partner / Hamburg Volkswagen AG CONSUMER MAGAZINE: COLOR: FULL PAGE OR SPREAD - SINGLE Tonic Communications / Dubai Sony CONSUMER MAGAZINE: COLOR: FULL PAGE OR SPREAD - CAMPAIGN Foote Cone and Belding / Grande Reportagem Magazine

Lisbon

OUTDOOR: SINGLE Abbott Mead Vickers BBDO / London OUTDOOR: CAMPAIGN Springer & Jacoby / Hamburg

The Economist

Smith & Wesson

CONSUMER MAGAZINE TRADE: COLOR: FULL PAGE OR SPREAD CAMPAIGN Kolle Rebbe / Hamburg

Bisley Office Equipment

COLLATERAL ADVERTISING: P.O.P AND IN-STORE - CAMPAIGN Scholz & Friends / Berlin Weru AG PUBLIC SERVICE/POLITICAL-RADIO: SINGLE Arnold Worldwide / American Legacy Foundation Boston and Crispin Porter + Bogusky/Miami PUBLIC SERVICE/POLITICAL-TELEVISION: SINGLE DDB Canada / Vancouver BC SPCA Rethink / Vancouver Science World PUBLIC SERVICE/POLITICAL-TELEVISION: CAMPAIGN TAXI / Toronto Canadian Film Centre's Worldwide Short Film Festival CONSUMER RADIO: SINGLE DeVito/Verdi / New York

National Thoroughbred Racing Association

BANNERS: SINGLE Gold 7Y0 Interactive Design/Tokyo Silver 7Y0 Interactive Design/Tokyo

World Wide Fund for Nature Japan World Wide Fund for Nature Japan

CORPORATE IMAGE - BUSINESS TO CONSUMER: WEB SITES Bronze HAKUHODO i-studio / Tokyo Silver Dentsu/Tokyo

Vodafone Toshiba Corporation / Tokyo FM Broadcasting Co.

SELF-PROMOTION: WEB SITES Gold Dentsu /Tokyo

Interactive Salaryman

CONSUMER TELEVISION: OVER :30 - SINGLE - MAX. :90 Wieden + Kennedy / London Honda TBWA\Chiat\Day San Francisco adidas (180YTBWA)

BRAND AND CORPORATE IDENTITY DESIGN: BOOKLET BROCHURE Silver Kinetic/Singapore

Pulling String

CONSUMER TELEVISION: OVER :30 - CAMPAIGN TBWA\Chia1\Day San Francisco adidas (180\TBWA)

BRAND AND CORPORATE IDENTITY DESIGN: CORPORATE IDENTITY Gold TUGBOAT/Tokyo

Sanyo Shokai

CONSUMER TELEVISION: :30/:25 - SINGLE Rethink / Vancouver BC Lions

PACKAGE DESIGN: CAMPAIGN Gold Kinetic / Singapore

Wong CoCo

CONSUMER TELEVISION: :30/:25 - CAMPAIGN DDB / Los Angeles Ameriquest

RayTan Florist

COLLATERAL DESIGN: P.O.P AND IN-STORE - CAMPAIGN Silver JWT / Shanghai

CONSUMER TELEVISION: COMMERCIALS OF VAR. LENGTH - CAMPAIGN la comunidad / Miami Beach VH1

Nike

PUBLICATION DESIGN: CONSUMER MAGAZINE - FULL ISSUE Gold Hakuhodo/Tokyo

CONSUMER TELEVISION: UNDER $50K BUDGET - SINGLE Element 79 Partners / Chicago Chicago Music Exchange

Pie Books

DIRECT MAIL: SINGLE Silver Kinetic / Singapore

Pulling String

ONE SHOW ASIANS DESIGN WINNERS LIST

COLLATERAL DESIGN: POSTERS - CAMPAIGN Bronze FCB Malaysia / Kuala Lumpur

BROADCAST DESIGN: SINGLE Silver Wieden+Kennedy / Tokyo

Wieden+Kennedy / Tokyo

PUBLIC SERVICE/NON-PROFIT/EDUCATIONAL: POSTERS- SINGLE Bronze Hakuhodo \ TBWA \ G1 / Tokyo

Animal ID Promotion Organization

PUBLIC SERVICE/NON-PROFIT/EDUCATIONAL: POSTERS- CAMPAIGN 601Bisang/Seoul Silver Visual Information Design Association of Korea

CONSUMER RADIO: CAMPAIGN DeVito/Verdi/New York

NON-BROADCAST: SINGLE Crispin Porter + Bogusky / Miami

National Thoroughbred Racing Association

Virgin

EXCEPTIONAL INNOVATION IN MARKETING: SINGLE TBWAVJapan (180YTBWA) adidas EXCEPTIONAL INNOVATION IN MARKETING: CAMPAIGN Ogilvy & Mather / London Ford INTEGRATED BRANDING CAMPAIGN Rethink / Vancouver

Science World

3D0IMARKETINGCOMMUNICATIONS SI

THE AND

GUNN

SHOWREEL

R E P • R T OF

THE

YEAR

Kay Tat,RHB's Kanesan, Acorn's Tonyand the irreverent Joe D' Silva

Zainuddin M.Noh, IAA Treasurer with IAA VP,Harmandar Singh

A warm welcome from Ho Kay Tat, IAA President

More goodies to feast on!

TV and radio pro­

Gunn goes with a

BANG!

IAA recently organised a screening of the sixth Gunn Report, The Showreel of The Year 2004 reaching out to over 300 in the Ad Industry. This was of course made possible by courtesy of Donald Gunn, founder of the Gunn Report and Mike Wilkie, Publisher of Flaxman Wilkie. The Showreel provides our industry with definitive screening and reference of the world's best commercials in 2004. The selection to be included in the reel is made not by one or even ten juries but on the consensus judgement of the juries serving at the world's 32 most important tvc contests of the year.

This represents the totality of the votes and decisions of nearly 500 elite creative gurus of our day, all around the world.

ESTABLISHED in 1999,The Gunn Report is based on quite a simple idea.To combine the winners lists from all of the major advertising award contests in the world national, regional and global (in 2004 it was the worlds top 32 shows for TV and top 20 shows for Print) thus establishing the annual worldwide league tables for the advertising industry.

The Gunn Report is published each year in November presenting the global tables for 8 advertising sectors: commer­ cials, print ads and campaigns, countries, advertisers, production companies, direc­ tors, agencies and agency networks. In 2003 the report was covered in over 80 advertising and marketing magazines plus

m aDOIMARKETINGCOMMUNICATIONS

grammes and Web­ sites worldwide.

Campaign Mag­ azine has called it "arguably adland's most highly prized accolade" Resulting from The Gunn Report is an annual product: The Gunn Report & Showreel of The Year, with the 100 most awarded commercials and campaigns in the world in the year on DVD with synopses and credits in the book for all the commercials and The Gunn Report itself in full. This product is published by Flaxman Wilkie.

Marie-Catherine Dupuy, President and Executive Creative Director of TBWAXParis has summed up The Gunn Report as follows: "Le Gunn Report est a la Publicite Mondiale ce que 'La Voiture de I'Annee' est a I'lndustrie Automobile et 'Les Oscars' a I'lndustrie de Cinema."

This is highly flattering and certainly is challenging. So we've adopted it as our mission statement. www.gunnreport.com

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Images

Focus on a

photographer Hi

•BY MONICA WONG

William Hannigan

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^

WILLIAM Hannigan, Vice President of Corbis Outline, isn't just a photographer, he's a pho­ tographer's photographer; not only a master behind the camera, but also a collector, conservitor, publicist, promoter and marketer of other peoples' work.

After studying photography and filmmaking at Concordia University in Montreal, Canada, he took on the task of editing The New York Daily News picture archive and created the two-million-image database now online at www.nydailynews.com He also worked on dig­ ital archiving projects for Time-Life, Conde Nast and other publishers, and his collections inspired books including New York Noir: Crime Photos from the Daily News Archive, (Rizzoli); and Picture Machine: The Rise of American Newspictures, (Abrams).

Joining Corbis as the company's first World­ wide Director of Collection Management, Bill designed the Corbis Sub Zero Film Preservation

Facility, acknowledged as one of the finest facilities of its kind in the world, for the preservation of the entire Corbis North America collection of analog photographs.

In 1991 he was appointed Director of Photogra­ phy for all editorial, fine art and historical collections and now represents many of the world's top portrait photographers. Besides his work as Vice President for Corbis, he is also involved in one30one, an agency he co-founded to help photographers cre­ ate and publish fine illustrated books.

Despite all the demands on his time and ener­ gies on behalf of other photographers, however, Bill Hannigan is also a most talented photographer in his own right. Published here for the very first time is a selection of stunning work from the portfolio he commenced in 2002.

We feel that his appreciation of art should be appreciated in return. ADOI is honoured to feature, for the very first time, the portfolio of a true artist, William Hannigan.

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SINGAPORE

Find out and enter the Young Asian Designers Award 2005. www.yada.org.sg

Organised By;

Sponsored By:

Supported By;

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YADA05 YOUNG ASIAN DESIGNERS AWARD

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_ClioAwards J.

jBS 2005 CLIO AWARDS STATUE - ASIA PACIFIC WINNERS COUNTRY

AGENCY/COMPANY

CITY

MEDIUM

AWARD

CATEGORY

ADVERTISER/PRODUCT

TITLE

Malaysia

Leo Burnett Advertising

Kuala Lumpur

Print

Silver

Campaign

Pet Tracking System

Blackjack Tommy Sugar

Naga DDB

Kuala Lumpur

Poster

Bronze

Recreational Items

Nikon Wide Lens

School Photo

Ogilvy & Mather

Kuala Lumpur

Poster

Bronze

Retail Food

Pizza Hut Hot Pouch

Tablecloth

Bates Singapore

Print

Bronze

Recreational Items

Clark Hatch Singapore

Tummy

BBDO Singapore

Poster Print

Bronze Silver

Toiletries/Pharmaceuticals Campaign

Nicorette Gum Pizza Hut Delivery

Print Print

Silver Silver

Retail Food Retail Food

Pizza Hut Delivery Pizza Hut Delivery

Stub Singing In The Rain Pyscho The Graduate Psycho The Graduate

Leo Burnett Singapore

Print

Bronze

Campaign

Aquent (4x)

Corridor Fuse Box Video and Coffeemaker

Ogilvy & Mather Singapore

Poster

Bronze

Campaign

Anglican Welfare

Print

Silver

Campaign

Anglican Welfare

Council Chaplin Churchill Newton Council Chaplin Churchill Newton

Print

Bronze

Automotive

MINI

Raise A Family

Poster

Bronze

Campaign

Tamiya

Print

Silver

Campaign

Tamiya

Print

Silver

Retail Stores

Tamiya

Frog Watermelon Light Bulb Frog Watermelon Light Bulb Frog

Singapore

TBWA\ Singapore Thailand

Creative Juice\ G1

Bangkok

Dentsu Young & Rubicam

Bangkok

Print

Bronze

Media Promotion

UBC Cable TV

Lion

J. Walter Thompson

Bangkok

Print

Bronze

Campaign

Scott Paper Towels

Television/Cinema

Bronze

Automotive

Ford Ranger Opencab

Pork Chicken French Fries King Kong

Ogilvy & Mather Thailand

Bangkok

Television/Cinema

Bronze

Insurance

Thai Life Insurance

Everlasting Love

Saatchi & Saatchi

Bangkok

Television/Cinema

Bronze

Campaign

Thai Health Promotion

Television/Cinema

Bronze

Campaign

Savings Energy

Sexual Harassment Bar Fight Domestic Violence Lost Money Mousetrap Madam

Poster

Silver

Campaign

Jordan Dental Floss

Saatchi & Saatchi

Indonesia

Leo Burnett Kreasindo Jakarta

Jakarta

REACHING FOR THE STARS â&#x20AC;˘BY VIDHYA NAIR

Lamb Chops Broccoli Pizza

LONG tedious hours. Lots of frustration and pain. No social life, and sometimes breakups. And for what? To win these prestigious advertising awards, beyond doubt! For the past 46 years, Clio has been recognised as one of the best in television commercials from around the world, but advertising does not always stop at the singular ad or idea or concept - some are timelessly relevant. Just the same, some can be very off the path as well.

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ClioAwards

Clio SilverWinner Category: Print Campaign Advertiser/Product/Service: Pet Tracking System Title: Blackjack Title:Tommy Title: Sugar Advertising Agency: Leo Burnett Advertising Sdn Bhd,Kuala Lumpur Copywriter: Donevan Chew Art Director: Tan Chee Keong, Brian Capel Production Manager: Ong CheeHin,Wong YinKeng

Ami Brophy, Executive Director of the Clio Awards said, "The 46th Annual Clio Festival is offering inspiration by celebrat­ ing innovation in advertising."

Technique Jury for the Clio Awards is led by acclaimed Director, Fredrik Bond of Morton Jankel Zander in London. This unique jury is broken into several different sections such as AnimationA/isual Effects; Direction / Cinematography; Editing; and Music/Sound Design and is compromised of 50 global award winning Directors, Ani­ mators, Sound Designers, Editors, Pro­ ducers, Visual Effect Directors, Cinematographers, among others.

This year's entries were judged on the basis of two main criteria. The first being the originality of the idea and next the qual­ ity of its execution. The finalists will then be evaluated by Clio's International Grand Jury of leading creative directors, film spe­ cialists and graphic designers.

Leo Burnett Advertising won Silver for campaign category, Naga DBB Malaysia won bronze for Recreational Category and Ogilvy & Mather who also won bronze for retail food category. Well done to all the winners!

Clio Bronze -"Table Cloth"by Ogilvy & Mather

Clio Bronze - "School Photo"by Naga DDB

You hungry?

Many creative people would like to have a great advertising career. But to actually make it happen, you need to be hungry. Hungry and restless, constantly hunting, never satisfied with what you've created, craving to make it even better.

Designed by Janet Lee, a copywriter and CD who has won over 80 awards, this training is 8 weeks of living on the edge.

Among those who have this internal drive, some can't take the pressure. They crash and burn. Others get disillusioned and jaded. What about you?

You'll sweat, you'll swear, you'll reinvent the way you think and feel. You'll learn to command trust and respect.

You'll discover a passion so great, it will inspire the people around you. And you'll leave with a portfolio of great work. Nothing less.

If you are committed to be great at what you do, The Copywriter's Training will develop your potential.

Training starts 18th July. Get details from Eva at askme@95percent.com.my

Ninety Five Percent sdn Bhd <673864-U) Wisma Dicklin, 80A, Jin Bangsar, 59000 KL www.95percent.com.my

55

%

The Writers Academy

_OutDoor

MERGER Creates Outdoor GIANT •BY MONICA WONG

Ron Graham,MD & Eric Newnham,CEO of Poster Publicity

to other media, is often above 10% and the global average is 6.8%, which is greater than most mar­ kets in Asia. This highlights the opportunity that exists and why specialists are a positive factor at this time in Asian markets. Our view is that with more research and more flexible product options, out of home media are set to become more com­ plex. Specialist services tackle this with systems,

BBC "Connect WithThe Nation"a definite outdoor eye-catcher

YOU may be puzzled or shocked by the merging of the last multinational outdoor independent, Poster Publicity, with Portland (WPP). But, looking at this through an analyst's eyes, it seems to be the only logical step for both to achieve exponential growth. Both companies have more than 30 years' international prominence. Both are active in the full spectrum of out of home media, including ambient, digital and mobile. And in combination they bill in excess of £348.2 million.The consolidation gives the new company (which has no name at time of writing, and so we'll refer to for now as NewCo) an immediate share of 40% of the outdoor market in the UK. This brings it head to head with its main rival, Posterscope.

"NewCo", as we've agreed to call it for con­ venience, now employs over 300 professionals across offices in over 35 countries. The current management team of Poster Publicity, led by CEO Eric Newnham, will remain to drive the enlarged entity. Eric says that the new firm will benefit world brands in their quest to co-ordinate regional cam­ paigns and increase the value they get from OOH media. "Today's companies want to have a global perspective when planning their outdoor media campaigns," he says. "Our clients are as excit­ ed about this opportunity as we are. They see the benefits as we do in having a broader reach."

It seems that the Asian market stands to gain the most from this consolidation. With the consolida­ tion and scaling-up of existing operations, billings are expected to double in the first year and grow threefold in the following year, and therefore no staff cuts are expected. "Though we have a few more stages of restructure to complete, I remain confi-

m 8D0IMARKETINGCOMMUNICATIONS

Interesting animated sidewalk"posterboards"

dent that we will lose no one in Asia" states Ron Graham, MD of Poster Publicity.

One benefit of the merger is that it has opened the way for consolidation of many services and systems, and the formulation of relationships with agencies and brands that previously didn't use a specialist outdoor provider. In Malaysia the Port­ land and Poster Publicity businesses will continue to operate as two independent entities, both reporting into NewCo in Singapore.

Ron Graham comments that "increase in use of OOH media goes hand in hand with better research and the ability to use OOH in a more flex­ ible manner. In Europe, OOH media share, relative

tools and resources to make it easier for agencies and advertisers to get the best results from OOH. When we do our job well, advertisers will be confi­ dent to choose OOH more often and the sector will grow exponentially".

think outdoor, think BIG

New Campaigns BIG RIDE Diriku bukan sekadar nombor.

EX3E3 TM _____

Maximum brand exposure for TM

WEBEBm Fruit Plus sweetens up KL Sentral

Double A attracts PUTRA commuters

New clients to PUTRA Line

BIG TR6G

Call us at 03 7880 9988 or visit our website at www.bigtreeoutdoor.com

NewMedia

IF charity starts from the heart, I would have to say that the advertising industry is one big organ. Only last year when victims were hit by the Tsunami disaster on boxing day almost immediately most media owners formed emergency char­ ity drives. With all large and small agen­ cies joining forces, we have raised mil­ lions of ringgit in the name of charity.

But that was months ago, victims have still yet to get their feet on a very weak foothold. Realising this, ADOI with the generosity of Yasmin Ahmad organised a Royal Charity Premier of Yasmin's award winning movie, Sepet for the ad industry in honour of MERCY Malaysia.

Obviously many of us must have felt the same way too, because as soon as word was out on the screening, tickets were sold out within four hours. But, in order to understand the impact of MERCY'S work fully, you must meet Datuk Dr. Jemilah, Dr. Heng and Datin

BY MONICA WONG Susan at the MERCY office. Have a chat with them and you will feel the sin­ cerity that emanate from these very kind hearts. Other than saving lives daily in their jobs, they are carrying on with long Lars Wallentin,Andre Nair and HenryTan addressing the press term projects continuing to rehabilitate and reconstruct the lives, homes and livelihood in Aceh.

More recently Mindshare organ­ ised its 2005 New Media and Packag­ ing with nett proceeds to MERCY Malaysia. They know that as work is ongoing, therefore costs will too be running, and they still need our support. As aptly worded by Henry Tan, CEO of Mindshare Group, "the donation is our way of giving back to the community in which we operate.

We constantly strive for growth in mar­ ket share and higher profits but as we prosper in business, we must also remember those struggling for food Henry Tanpresenting a mockup cheque to MERCY Malaysia and shelter, the things we often take for granted".

The seminar focus, Attracting Eyeballs speaks on the best ways to reach consumers effectively.

Choice is made harder with the seemingly endless communication channels. It is both costly and tax­ ing to go on trial and error, not to mention the best way to annihilate a brand. Over 200 participants attended this seminar which features two promi­ nent industry gurus - Lars Wallentin and Andre Nair.

Lars Wallentin is one of the world's foremost authorities on design, packaging and communica­ tions. His passion is all things paper, especially packaging. His talked entitled "Wrap it up" covers all about Design, Packaging and Communication. have fun and keep the element of surprise in our Many were taken in by his amusing presentations communication, common sense must prevail". An when participants were asked to blow soap bub­ advise from Lars that will definitely benefit us would bles he said, "Look at your smiling faces. You may be, "Determine your priorities, Simplify, Amplify, not remember half the things I told you today but Delete. Simplify the communication, amplify what you will remember that I made you blow soap bub­ is important, and delete what is unnecessary." bles and put a smile on your face. Now that is com­ During the second half of the Seminar, Andre munication." He goes on to explain, "while we may Nair, Chairman and CEO Mediaedge:CIA and

EYE TO EYE

"Determine your priorities, Simplify, Amplify, Delete.

Simplify the communication, amplify what is important, and delete what is unnecessary."

Chairman of Group M, India captured the audience with glimpses of excitement with his talk entitled Our Brave New World. Andre has proven foresight in the analysis of Media cutting across racial or cul­ tural differences having worked in Malaysia, India, New York, China and Hong Kong, making him one of the most qualified luminaries to speak on the future of media. In this seminar, he focused on five key trends that are prominent in marking the future of media and marketing communications. When he spoke of traditional media, which is splitting its seams for choices with the increasing number of free to air channels and satellite tv, and how to make sense of the media explosion. This has placed tv clutter on a all time high, while the audience is shrinking. The endless number of commercials that appear on tv are now found to be annoying and overwhelming. This is unfortunate for our industry as we compete for consumers' time and attention.

But this also means that we have to be more inter­ active and actively involve the consumers. Andre also discussed on other topics such as the effects of Technology Revolution and the impact it has on advertising. He mentioned there has been talk of the creation of a personal video that allows people to record programmes six weeks in advance minus commercials. With this, consumers can enjoy pro­ grammes without the "interruption" of commercials.

It is not the end of options for us though, as Andre advised, "Don't look at what's worse but what's different." So seek out different options, integrate it with other channels to reach out to consumers. At a loss for ideas? Lars' advice for this is, "switch off the computer, call a friend and start working and talking to people around you. To come up with brilliant ideas, one has to brain­ storm, like in the old days with different people with different views".

aDOIMARKETINGCOMMUNICATIONS E

Event

Feel Good

IBIuenyppo BlueHyppo BroadWhan My Mv News Network, Network. MNN24 BHI When band currently offers a was launched, it had factored in wide range of channels. the desire for people to have not In the entertainment only news. With increased curios­ zone you can click on ity levels, we constantly need to entertainment from Ori­ be in touch with the latest events ental dramas to docu­ in the world. Being informed is no mentaries on JadeL@ne, longer sufficient, people now entertainment, fashion demand details, details and more and music in both Eng­ ^ details. And being in a fast-paced lish and Chinese on Meltworld, it is practically impossible to ing Pot even e-Toonz always catch the news hour allocated where you can watch only a few times a day, or pack enough infor­ cartoon online. MNN24 BlueHyppo is complemented more fully with not mation to satisfy the desire for in-depth news. only news headlines in English, Mandarin and Malay, but also MyTlmeOut a Thus MNN24 pioneers the concept of covering one family travel and lifestyle programme, and mysiasat the award winning inves­ big story a day, in depth, rather than the conventional packaged brief offerings. tigative show that expounds on social, political and criminal issues in both How better to make news more easily available than to stream it through Malay and Mandarin. broadband. Bearing this in mind, Your Feel Good Channel, ntv7 made a his­ Dato' Baharum Salleh, CEO TM Net said, "The collaboration with torical breakthrough on Malaysian terrestrial TV with the launch of MNN 24 ntv7 will allow TM Net to leverage on MNN24's outstanding reputation in on TM Nets's BlueHyppo Broadband. You can now catch the news not only providing latest and reliable local and international news to help enrich on tv, but also on your PDA, laptops and pes on Bluehyppo.com. This the broadband contents for its tmnet streamyx subscribers. The collabo­ enables the transmission of news over the internet to millions of viewers not ration also applauds the National IT Agenda's vision that encourages and only in Malaysia, but also around the world. promotes more local content development in the internet and multimedia "We are delighted to launch MNN24 on BlueHyppo Broadband channel applications." He added that the, "the collaboration is truly beneficial and our affiliation with TM Net. The innovation endeavour will see that 24 especially in adding more local, feel good programming of ntv7 for Blue­ hours real broadcast news is accessible via the broadband network, and Hyppo Broadband Channel." later it will also be made available on the bugger 3G platform. MNN has not Now we no longer have to rush home to catch the seven o'clock news. only become a revolution for the industry, but also for the country," said To catch the latest information, we simply have to click on www.ntv7.com.my. ntv7's CEO, Dato' Shazalli Ramly.

•.

M Dato7 Shazalli Ramli interviewed by Dang Suria

• aDOIMARKETINGCOMMUNICATIONS

Dato'Sri Dr MohamadKhirToyo,Chief Ministerof Selangor with Dato'Baharum Salleh,CE0,TMNet SdnBhd

Serost Lock

insert

Delete

Home

Down

o Shift

The QWERTY keyboard looked exactly like this to us after we spent ages trying to write some copy to grab your attention. We couldn't come up with anything really fancy because print advertising is not what we do. We're in the business of online branding.

We suggest you check us out on the web - our forte - to see what some of our clients have to say about us. Then, if you think we can help you build your brand online, give Jordan a call at + 603 7722 3869 or email us at interactive@netinfinium.com.

www.netinfinium.com

engaging people online 3 3 3 r

NŠtii uiniUfTi INTERACTIVE

BookReview

Short takes DON'T BLINK! The world's first one-second commercial has aired on all TV channels in Belgium to launch One Second, a menthol breath-freshener. Cre­ ated by Antwerp agency Duval Guillaume, the breathtakingly-brief spot is also due to run in France, Holland and the U.K. ONLINE STEALING FROM OLD MEDIA. According to a survey of 99 top US marketers

by Forrester Research, online advertising is stealing funds from traditional media at such a rate that it will rival cable and satellite TV and radio by 2010. Total U.S. online spend is fore­ cast to reach $14.7 billion in 2005, an increase of 23% over 2004.

GOOGLE GOBBLES-UP DODGEBALL.COM Started by two graduate students at New York University to allow users to broadcast their loca­ tions to friends and potential dates,and popu­ larised by Doug Jaeger's media promotions company The Happy Corp, Dodgeball.com has been bought by Google for an undisclosed sum.

DISNEY VENTURES INTO VIETNAM. Lured by an audience of 24 million viewers 14 years of age and younger, Disney has launched two 24-hour offerings, Disney Channel and Playhouse Disney Channel, on Ho Chi Minh Cable and Hanoi Cable. Disney Channel is airing in English with some programs subtitled in Viet­ namese, while preschooler-targeted Playhouse Disney Channel is entirely in English.

CORBIS IN FASHION. Online image company Corbis has announced the acquisition of the Zefa Visual Media Group and the progressive incorporation of Zefa fash­ ion photography into its search and access sys­ tem. A spokesperson said than 64,000 Zefa images are already available on the Corbis.com English and Chinese site, and thousands more are being added daily.

GETTY GOES UNIVERSAL. Footage from the Universal Studios Film Library is now available at www.gettywww.gettyimages.com/universalstudios The footage available - all shot on 35mm or Super 35mm and trans­ ferred from original camera negative to High Definition - includes scenes from such hit movies as The Bourne Identity and The Mummy plus categories of sequences including stunts and special effects, nature, military, and business.

GETTING OUT OF BANKING BBDO, Malaysia recently resigned from the Maybank account that they were splitting with Grey."It is mutually beneficial that both client and agency move on" says Jennifer Chan, CEO BBDO.

ES aDOIMARKETINGCOMMUNICATIONS

^Seducing with

Cognac ^

Title: Cognac Author: Kyle Jarrard Pbulisher: John Wiley & Sons,Inc Price: RM94.80

HAVE you ever had a moment when it's after hours, Tony Bennet crooning in the back­ ground, you sitting snugly on your favorite chair beside a fireplace, (note that in Malaysia you might be sitting beside a China cabinet full of your wife's Corell collection which she and her mahjong friends bought tax-free from Langkawi, and Siti Nurhaliza might be singing from a radio somewhere in the house) held a glass of brandy in your hand- and thought to yourself, 'how did this favorite drink of mine come about?' Tell me - have you ever had that moment?

Well, neither have I, but it would be interesting to give it a thought, eh?

It is only natural that Kyle Jarrard, a novelist and senior editor at the International Herald Tribune, based in Paris should be captivated by the charm­ ing traditions of the French. Cognac is not just any brandy. Named after the western French town on the Charente River near Bordeaux, only those spir­ its distilled in the Cognac region may carry that dis­ tinction, according to a 1909 French law. As the beautiful tradition of Cognac unfolds, Kyle chroni­ cled the history of the famously refined French brandy. As the title suggests, Cognac - The Seduc­ tive Saga of the world's most coveted spirit, Kyle was duly seduced.

Other than his profession as a senior editor at the International Herald Tribune , Kyle is the author of two highly praised novels; Over There (1997) and Rolling the Bones (2001). These works have appeared in numerous literary publications such as North American Review and Mississippi Review.

Based in Paris, he has lived in France for over twen­ ty years, and has written extensively about France; specifically about the Cognac industry and region.

His is the first comprehensive history of this cele­ brated drink, charting Cognac's birth in the late 1500s and its transformation into today's most cov­ eted brandy.

Cognac is a universal symbol of refinement and quality. It was called the 'brandy of the gods' by Vic­ tor Hugo. It is classy, expensive, seductive and enjoyed by people everywhere. While many people

•BYVIDHYA NAIR

might not know just how this French brandy is made, they cer­ tainly know they like it.

Kyle in his book lays out a winding journey through Cognac country filled with a colourful cast of characters who had a hand, one way or another, in shaping its des­ tiny. Beginning with its ancient lime­ stone bedrock, this engaging history of Cognac swept through Roman times and the Dark Middle Ages to the birth of an eau-de-vie toward the end of the sixteenth century. Kyle then traces the drink's 400-year struggle to dominate markets the world over.

Kyle reveals how Cognac has retained its popularity throughout the French Revolution, the German occupation, and other challenges whilst others faded away. Cognac played an important part in the final drama of Napolean. To avoid being handed over like a prisoner, Napolean had chosen to give him­ self up to the captain of the British ship Bellerophon, hoping for asylum. One story has it that while contemplating his fate just off lie d'Aix aboard the French frigate La Saale, a cargo of Cognac was delivered to the ship on the orders of his official supplier of spirits- the better to make the presumed crossing to America more agreeable.

The tale goes on to say that once Napolean did turn himself over to the British, they confiscated his trove of elixir and thoroughly enjoyed it.

He also covers Cognac's postwar peak, when the industry expanded to every corner of the world, and Cognac ultimately became a major competitor with whiskey and vodka. Jarrard also offers a fascinating look at the current state of the art in the industry, from the smallest houses of the best known, including Hennessy, Martell, and other leg­ endary brands. This captivating book offers a com­ pelling look at its turbulent history to its present-day status as a multi-million dollar worldwide business irrespective of whether you are neophyte to Cognac or a connoisseur of the elegant brandy.

So I suggest getting back to your favorite chair, turn down the radio, and take a little sip of that sin­ ful bliss as you close your eyes and think of the wonder and greatness that is Cognac.

This is a must read book for all who loves a lit­ tle brandy after dinner. It is a great book for light reading too as it is written in a thoroughly captivat­ ing manner as Kyle leads the reader through the charming sights and stories that incites a satisfied little sigh. Published by Wiley and available at most bookstores.

Nielsen

Reach by TV Media

Media Research

Adults 25-49, H/H Inc RM 2,000+, Market Centres

Reach %

Channels

54 Channels

Channel

PowerScreen

Source: Media Index Q2'04 - QJ '05, Nielsen Media Research FTA TV & Pay TV Reach (yesterday), PowerScreen Reach (past month)

Minute Channel

To unleash the power of your advertising, call: 603-2 7 66 1010 or visit www.PowerScreen.com.my

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Turning The Tables ff Creative Awards 2005

"Folded Table" by Naga DDB- Silver Winner

Proud award winners of the nightfrom Naga DDB

Kelvin Hong (right) with Shahar Nor with winners fromNaga DDB

Interface celebration....

From left:Cheeng Yee,Prescilla and Lilan of TableView....finally our turnto eat

SPIN A WIN

PROFESSIONAL CATEGORY:

•BY MONICA WONG

IT was a blast at Karma, Sri Hartamas just a few weeks ago when Tableview held their second Turning the Tables Creative Awards 2005 (I I I).

This two - yearly award show started in 2003 by Tableview CEO Kelvin Hong to encourage creativ­ ity in table top advertising with hopes that teh tarik lovers would be excited by something other than food. Other than the fantastic flow of wine and great food, it was a night especially celebrated by Naga DDB. Jovian Lee , Kong Weng Hong and Chiw Mun Yew creatives from Naga DDB all beaming from ear to ear took turns to receive award after award as they bagged two Silver, the highest accolades awarded this year one Bronze

® aDOlMARKETINGCOMMUNICATIONS

and a Merit. Their joy was shared with Interface who won two Bronze and a Merit and FCB one Bronze.

No Gold were awarded as judges Yap Pow Hoong, ECD of FCB, SP Lee, COO of Dentsu, Ronald Ng, ECD of BBDO and Dali Meskam, ECD of Interface searched assiduously for "that special something". TTT judge SP Lee, COO / Head of Creative Dentsu Malaysia comments that, "I am disappointed with the number of entries, but am happy with the quality that was presented".

Overall, everybody had fun though packed like sardines in the club and we will all look for­ ward to the next one in 2007.

[

1

SILVER Client: Kurnia Insurance Title: Behind Corner Agency: Naga DDB

Client: 7-Eleven Title: Folded Table Agency: Naga DDB

BRONZE Client: Continental Tyres Title: Wet Glass Dripping Agency: Naga DDB

Client: Panasonic Title: Long Range Agency: Interface

Client: Monash University Title: Quiz Agency: Interface

Client: Kit Gentle Car Wax Title: Bonnet Agency: FCB Malaysia

MERIT Client: Boh Tea Title: Joined Tables Agency: Naga DDB

Client: V-Soy Title: Heavy Agency: Interface

SOME OF THE ISSUES WE PUBLISHED ARE

Utusan

KnowYourBrand

Brand : Perodua MYVi • Title : The Chase • Duration : 60 sees • Client: Perodua (M) Sdn Bhd • Agency:Naga DDB •Creative Direc­ tor : Alvin Teoh • Art Director:Jo Ho • Copywriter: Tan Jit Seng • Language : Music • Summary : Everyone is chasing to view the passion of the new Perodua MYVi.

• BY MONICA WONG (Left) C.K.Tan,General Manager Munchy Food Industries and Bas Meissen,Client Service Director FutureBrand

Brand : Celcom • Title: Here • Duration:40 sees • Client: Celcom • Agency : Interface Advertising • Creative Director : Lakshmi Mohan • Art Director :Ting Tai Meng • Copywriter: Nik Arif Sidek • Language : English / B.Malaysia / Chinese • Summary :The servic­ es offered by Celcom 3G allow the user to break free from the con­ straints of time and space, thus freeing the user to do things at places they would not normally do them.This television spot is a demonstration of that new freedom.

Brand :TM Corporate •Title:Numbers • Duration :60 sees • Client :Telekom Malaysia • Agency :TBWA-ISC \ Malaysia • Creative Direc­ tor : Chris Howden • Art Director: Chris Howden / Kee Keng Sooi • Copywriter : Chris Howden • Language : English / B.Malaysia • Summary : There are millions of possibilities for customers to experience TM's range of products and services.

Brand :Promise Gold Growing Up Milk • Title : Twins • Duration : 30 sec & 15 sec • Client:Wyeth (Malaysia) Sdn Bhd • Agency:Naga DDB • Creative Director :Ted Lim • Art Director :Constantine Chew • Copywriter : Jovian Lee • Language : English / B.Malaysia / Chi­ nese • Summary: Parents usually placed more importance to men­ tal development. Now Wyeth Promise Gold has the nutritionally complete formulation with Wyeth Biofactor System which consists of AA and DHA to build ACTIVE MINDS. While Iron, Zinc and Nat­ ural Carotenoids enhanced STRONG BODIES. Promise Gold is for the balanced growth of active minds and strong bodies.

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

FOR the past month we have been seeing lots of activity for home-grown brand Munchy's, from the award-winning animated commercial by Creative License to the Posh and Beckham look-alike cam­ paigns by MDK Consultants. After many years of hard work and accolades such as HACCP Accredi­ tation, Enterprise 50 Award, Malaysia Superbrands and ISO Certification, this small local brand from Batu Pahat, Johor is ready to move out of its safety zone and test itsstrength globally. Munchy Food Industries are out to "have fun", as GM C.K. Tan puts it.

How it all started As a child, being the son of the founder of Hwa Tai Biscuits, C.K. Tan was brought up with biscuits, and has more knowledge of them most bakers could claim. Not wanting to compete with the family busi­ ness, C.K's brothers, S.K. and Francis founded Munchy's in 1991 to manufacture products outside the Hwa Tai range. Starting out with atemperamental single-line wafer stick machine bought second hand from another manufacturer, they rolled up their sleeves and got that machine to work, and today, 15 years later, it is still loyally dispensing wafers.

When C.K. joined the venture in 1993, there were four employees in a one-acre factory hidden behind Hwa Tai. They were then contracted with Cadbury to produce Snap and were also manufac­ turing Munchy's own Yesss which was exported to China and Vietnam and eventually brought back to Malaysia to be distributed through Hwa Tai's exist­ ing marketing network.

Taking baby steps to learn the tricks of the trade from Cadbury and Hwa Tai, the three Tan brothers accumulated their resources and knowledge until 1996, when they built their brand-new factory and set up their own marketing and distribution teams. Their readiness wasnt a consideration when Hwa Tai was sold that year and they were forced to move into their

new premises. The option of a takeover of the busi­ ness by his heirs had not even crossed the mind of the founder of Hwa Tai, as he did not realise his sons' love of the product. The transition went smoothly, however, and with prudence and hard work Munchy's rode through the stormy recession period in mid 90s to become a leading manufactur­ er of premium quality confectionary with over 120 products and exports to 40 countries worldwide.

Fun, fun and more fun The founders have always believed in the fun factor. Fondly calling their factory their inspirational playground and choosing fun names for their prod­ ucts such as Muzic, Munchini, Gigabite. It isonly nat­ ural that they want to touch the lives of consumers, colouring their lives with fun and putting smiles on their faces. They want to share their optimism and attitude with everyone. Among their advisors is Future Brands, who in a year and a half working with Munchy's confirmed that it is this fun element that makes the brand unique. So campaigns were devel­ oped to make fun contagious.

The Posh and Beckham look-alike campaign, the first of a series suggested by MDK, was a tremendous success that had everybody smiling.

Commenting on ad agency selection, C.K. has said "I believe in fresh work, and working with just one agency things tend to get dull, to become repeti­ tive. So we will be working with various agencies from time to time."

We look forward to more campaigns in which, as C.K says, "you can live a lot, strut your stuff and get cheeky." So the next time you take a bite of a Munchy's product, remember the fun element and have a laugh along with the Tan brothers.

For the first time ever in Malaysia via Broadband

III. !

s network 4 hours Broadcast News Network

ever in Malaysia via 3G Mobile

For more information and to subscribe, log on to www.ntv.com.my

^trrrf'

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www.mix.fmwww.Hghtradio.com.my

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