Adoi Malaysia 2005 November

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Cannes 2006 Grand Prix Contender wins MC2/CB Asia TV Award

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'I Envy You For The Dream You Are Just Beginning' Datuk Vincent Lee, at the Adrenalne Awards

Y&R's Global Chief Tells Clients The Way It Is...

Maxis and Ogilvy: What Went Wrong

• NEIL NAILED WPP Global Chief takes the fall as feminism rules the day!

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0 FROM THE NEW HARD DISC 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 Simon Beaumont Janet Lee ART DIRECTION TM Ali Basir ali@ham.com.my PHOTOGRAPHER Andy Maluche PRINTER The Print Lodge, Singapore (theprintlodge@pacific.net.sg) DISTRIBUTION Platinum Publishers Sdn Bhd Five E-Comm Sdn Bhd ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia.

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

"Because we are ABC audited, you should be advertising in this magazine. If you disagree, call the Audit Bureau of Circulations (ABC) on 03-7660 8535."

IT is never easy when an agency and a client has to part.

You never know if you may meet up to do business again in the future. Or you may need a favour or two for whatever reason. Or some unfinished business (there's always unfin­ ished business). Or the decision-makers may change and opportunity presents itself again.

Which means it is best to remain on diplomatic terms, no matter how much each party may feel otherwise. This draws me to the recent announcement about the parting of Ogilvy and Maxis effective soon...

Zayn Khan, Managing Director of Ogilvy Malaysia said, "After 2 years of working together, Maxis and we have decid­ ed not to re-new the partnership. The main reason is differing views on the brand and how to approach the business. We have had a very fruitful partnership and have produced strong, award-winning campaigns across Corporate, Post­ paid, 3G, Enterprise, Loyalty and Hotlink (prepaid)."

Either party has been polite, at best, and discreetly vocal in social circles, at worst. But a divorce is always ugly.

And you can't stop the rumour mill working overtime.

Since Maxis is an account worth more than RM40 million, our read­ ers expect ADOI to tell them more than the guarded statements made thus far.

Quite honestly, we can only hazard some guesses: ego, disappoint­ ment with expectations on either side, personality conflicts, protracted frustra­ tion, creative disputes, strategic dis­ agreements and compensation arrange­ ments.

One thing we can rule out is a conflicting client in the agency's roster.

Handling a big telco account has never been easy. The competition is so bloody that the war changes by the minute. The speed of work is phenomenal: it is not for the faint-hearted. Managing the relationship, with a firm grip on the creative focus plus bal­ ancing the manhours to make the whole partnership prof­ itable is a CEO's nightmare.

But when client and agency have mutual respect for each other, anything is possible. And to earn that standing takes time, dedication and faith in the creative product andcleintagency relationship.

Anything is possible.

Just like when an agency account head (who's unpopu­ lar) ends up as your client one day. Happened to me twice, in the agency I worked before.

Boy, it was time to eat humble pie!

NEWS, VIEWS, ISSUES, BRICKBRATS, BOUQUETS...

HIGHLIGHTS 08

Wise Advice : Ask Simon

10

Kurt Crocker: We Are A Sad Lot

10

Janet Lee : A Copywriting Tip

EXCLUSIVES Member of

04

Neil French : French Leave

12

Ann Fudge : Leadership From The Heart

36

Global Creative Summit Speakers

SPECIALS © 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.

14

Direct Marketing : Getting Close To Proximity

18

Media Research : OMD's Wow Women

20

Broadcast: Envisioning New Media

22

MC2/Campaign BriefAsia TV Winner: The Very Very Big Ad

26

Show Reel: The Pool Of Creative Beauty

28

ADOI Adrenaline Awards 2005 : The One Academy Aces it this year!

32

Ad Lib

38

Venue: KLCC "Showing The Way"

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ch Leave HAS ANYONE THOUGHT OF ACCUSING NEIL FRENCH OF GLORIFYING UNDERWORLD CRIME WITH HIS BLATANT 'GODFATHER' BADGE? NO? HERE'S A BETTER ONE..

WPP's Global Chief quits, cites 'Death by Blog' after feminist jibes got a few 'knickers in a twist'.

Sexism was the last thing on Neil's mind when he addressed 300 people on Oct 6 at a gathering of luminaries organised by ihaveanidea.org in Toronto.

Because the Godfather of Advertising said it the only way he knew: his way.

"A Night with Neil French" began harmlessly enough. The stage at the John Bassett theater was made to simulate a northern Ontario lakeside cot­ tage, decked with Canadian paraphernalia like a stuffed beaver, moose antlers complete with snowmobile, thrown in for good measure.

The lights dimmed and a flamenco guitarist set the stage on fire with a trio of dancers determined to charge up the evening for the main act to fol­ low: American ad icons Rock Boyko and Mark Fenske, with the legendary Neil French.

But let's drop the 'yours is bigger than mine' game and cut to the chase: according to online accounts of Neil's speech, he said women are more concerned with their role as childbearers than working long hours on behalf of clients. Apparently, remarks like 'babe', 'bitch' and 'crap' were sprinkled in his delivery to an audience overawed by the man's posture and stature.

The Godfather proclaimed, "women don't make it to the top because they don't deserve to," saying their roles as caregivers and childbearers pre­ vented them from succeeding in top positions.

As we all know now, his comments sparked a frenzy of online discus­ sion, split as to whether he was being his typically cantankerous and con­ troversial self or whether it represented a more widely held viewpoint. For the full discourse, log on to http://ihaveanidea.org.

'Go suckle something' wrote Nancy Vonk, co-creative director at Ogilvy's Toronto office: "It's too easy to discount Neil's views as those of a man from an era and geographies that reinforced that the role of women should be reserved for pleasing the men, marrying them, bearing and car­ ing for their offspring. What struck me so hard when he described a group that will inevitably wimp out and 'go suckle something' after their short stint in adverWHAT IF... tising, was that in his honest Someone °Pened a hotmail aCC0Unt opinion he was voicing the under a fictitious name and Posted the inner thoughts of legions of men in the senior ranks of comments which launch this whole our business episode, under the name 'Nancy Yonk' on Nancy's email sparked ihaveanidea.org? Think about it. off the ensuing furore. So it

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"This guy is from another generation" should be interesting to note that she had also launched her new book "Pick Me" Neil French is a dud.

The cognac and money has which was highly visible at the "Night with Neil French". And co-incidentally, gone to his head." she subsequently took a two-month sab­ batical to spend time with her daughter's "He should go back to the transition into Grade 7.

Jurrasic era where he Whist the general chatter was of belongs."

Neil's character assassination (what character, some might ask) and his MCP "Neil 's a chauvinist who ways, one couldn't help but notice, once admits to his hard drinking and womanizing ways. Why again, how little the West knows about else he would have lived in the place Neil has decided to call home: Asia. Referred to by many as a place full Singapore for so long?" of submissive women and easy meat.

To many of us who know Neil, we are "Neil French is a living not surprised by this 'backlash'. Espesymbol of everything wrong w'th the ad business." daily in the light of his memorable "Hitler had integrity; Mussolini didn't" diatribe in his acceptance of his Lifetime Achieve"What a lonely miserable ment Award at the 2004 Clios. misogynist."

His views on many topics remain And one wired coward controversial. Like his take on Cannes' wrote aft©r posting Roger Hatchuel: "He is clever but too a antagonistic to be intelligent." scathing email...

Neil also voiced his disgust for the "' w'sh ' had the guts to si9n mY nam© to the bottom Effies during its launch at the Bombay Ad Club years back: "Why do we need an °f this post." awards show to measure effectiveness?

Aren't creative ads effective?"

Whether in this more recent speech he used his trademark T words to make the point, his message was clear: it is difficult for a women to give her all to her advertising job, if she wants to do a good job at raising kids.

An argument which obviously did not go down well in the land of 'free­ dom' and 'equal rights'. Neil a sexist? Wasn't that always obvious? His com­ ments on stage about dropping things so the "French Maid" would flash her butt...obvious?

You either love the man, or hate him. And he'll feel the same about you.

Isn't that fair?

"Of course I disagree with much that Nancy said, but I defend her right to say it. What a shame, then, that freedom of speech and expression in America turns out to be selective. It's a harbinger of the death of all free­ doms, which is sad." quipped Neil.

It is also delightful to note democracy at work in this incident: Neil had an audience of 300, and Nancy an audience of thousands.

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Neil however thought the over-reaction to his remarks was "lunacy... death by blog is not really the way to go."

"A belligerent question deserves a belligerent answer," he said. "The answer is, they don't work hard enough. It's not a joke job. The future of the entire agency is in your hands as creative director."

Neil also said he believed the event was private and he was there to entertain the crowd. "I wasn't joking, but I was saying it in a jokey way, in a situation that was supposed to be entertainment."

He told Advertising Age reporter Matthew Creamer...

I've resigned, that's the bottom line. I spoke to WPP Group Chief Exec­ utive Martin Sorrell, Martin was spinning around like a top and, I'm sorry for the little chap, so I said I'd take it off him. I told him, "This just makes it eas­ ier for you. You're getting all the flack and you don't deserve it, you're the least to blame. So if you're getting flack, just say he's gone, he's out of here, I've got things to do."

Asked if anything was taken out of context?..

Of course. All the reporting was out of context. I did not say female creatives are crap. What I did say is that when somebody asked why are there so few creative directors I said it was because they can't put in the hours. Some­ body has to look [after] the kids. You can't always get what you want. You can't have it all. If you don't have a family, then it's different. I know two female creative directors who are at the top of the tree but they either spent a long time before they had a [family] or decided not to have one because they'd rather have a career. I was married to one, for God's sake, I know this.

Industry watchers and blood-thirsty feminists should be relishing Neil's next appearance during the 20th London International Awards 2005 cere­ mony on Nov 7 where he may have a thing or so to say. After all, as Jury president this year he might offer some jury perspectives.

Otherwise, there's always AdAsia 2005, on Monday November 21 at 1.30pm in Suntec City Sin­ gapore with a panel com|| prising Ogilvy Asia Pacific • I^BII Co-Chairman Tham Khai Meng and tentatively Bob Scarpelli, Worldwide Chief Creative Officer of DDB. If one would dare guess what Neil may say, it could go something like this Ad Asia is an orgy of self-congratulation and media reps.

They throw in a few ereative speakers to give it an illusion of relevance."

Unless someone out there thinks otherwise...

gjr Martin Sorrell, founder of the £7 billion WPP empire had to pay almost RM200 million in one of Britain's biggest divorce settlements. The court described his phenomenal success as the reason for the marriage failure. By the end, the relations^\p has slumped to Sorrell, 60, living in the basement. Lady Sorrrell cited her husband for marginalising and dehumanising her from ^js affections and took a mistress

Steve Hayden, Vice-Chaiman and Worldwide Creative Director of Ogilvy & Mather who was in the Toronto audience contributed this piece to Neil's unauthorised biography three years ago.

I always wanted to grow up to be Neil French.

But my fear of venereal disease, the long arm of the law, being punched in the nose, dying alone in a Bangkok alley and not having any accounts has trapped me in a bourgeois existence.

I first met Neil in early'95. He showed me some extraordinary ads for Martell's cognac that were tours de force of long copy and /' beautifully art directed as well.

Knowing him as a legendary copywriter, I asked him who did the art direction.

"These days I do both. Fewer people to negotiate with, /see.'

I actually tried to get Neil to do the 1996 Olympic Campaign for IBM, warning him that we have a particularly difficult client. We sent a planner down to Singapore to brief him, and Neil took him on a pub crawl that lasted about three days. He was delighted with the planner and the brief they co-concocted and shortly sent in a package of tremendously funny scripts showing IBM hardware failing miserably in various Olympic events.

Unfortunately, the client had concerns. Does it all have to be hardware focused? How do we represent software and services as well?

Could Neil come to Armonk to present the work in person and take comments?

After I communicated this to him, I received a blistering fax - written on his trademark stationery featuring a cartoon of himself as an almost naked lion tamer wielding a whip and a stool - stating that this was absolutely and positively the last time those f***krs in New York would ever f**k over his work again.

So much for Neil and big accounts.

Neil has created more superb ads over a greater span of years than anyone else I know. He's a superb teacher, fascinating raconteur, daring adventurer, a dreamer of big dreams.

And he will compromise his standards for no one, living or dead.

I always joke that someday, when I'm retired, I'm going to open a very small agency named No More Assholes, Inc. We would have very few clients, because the moment someone told us to make the logo bigger, or work the product into the headline, we'd say, "I'm terribly sorry, but you're being an asshole, and according to our charter, we can no longer service your account."

Neil has been living that dream his whole career, without interruption.

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UPCOMING EVENTS/WORKSHOPS NOV 15 - 16™ 2005, SINGAPORE BEYOND 2005 The Global Summit for Creative Industries.

For details, e-mail ham@pop.jaring.my NOV 17™ 2005 ADOI Interactive Workshop

By Liew San Yen, Partner and Founder of (if) Interactive.

NOV 18™ 2005 Kancil Awards, KLCC NOV 18™ 2005 Singapore Creative Circle Awards NOV 20™ 24™ 2005 AdAsia, Singapore NOV 25™ - DEC 3RD 2005 Malaysian Video Awards Festival DEC 3RD 2005 ADOI Starcom Mediavest Symposium

By Jeff Seah, Rajesh Mahtani, Mark Bowling and Chloe Neo, Parkroyal Hotel DEC 3™ 2005 Malaysian Video Awards Night

Simon!

•SIMON BEAUMONT simonbeaumont@email.com

Hi Si, I have a presentation, which will already have hap­ pened by the time you get this, to a client who has asked for one of those 'Number One in Malaysia/di dunia' campaigns as per Canon, Vitagen, Maxis etc. Obviously it is the easiest thing in the world to throw together - big logo, big pack, bigger 'No. 1' - but I feel that as advertising it is, to be blunt, crap!!

This is not the first time I have had to be a part of one of these 'chest beater' campaigns and I am sure it won't be the last. What do you suggest for next time?

No. 2

paign. And I can be extremely dissuasive. The best argument against meaningless drivel of this type (apart from the fact that it is meaningless drivel) is one I heard from a gentleman at Ham's Powersuit Awards; "If being with the number one brand was so important to consumers there wouldn't be num­ bers two or three." Try it but I'm not sure it will work.

Laziness, ignorance and hubris are too powerful a combination.

Dear No. 2, I'm familiar with the dilemma. In nearly 20 years in the biz I have encountered the 'No. 1' brief too often to count and, truth be known, I don't think I have ever dissuaded a client from running such a cam-

Dear Nameless, I gategrashed and only got there after the show was over, so I can't comment on the night or on the TV. Saw the print in the foyer though and it all smelt the same to me. See you next year.

YoSi, Saw you at MC2. What did you think?

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Columnists

We Are a Sad Lot Let's Do Something About It •BY KURT CROCKER CREATIVE DIRECTOR DRAYTON BIRD, CROCKER & MANO

Let's bring back the smiles, they seemed to have diminished at best and vanished at worst.

I'VE worked with all kinds of people. When I first started, I worked with fellow writers who were as excited about creating greatness as they were about winning at Scrabble. (There were tourna­ ments nearly every lunch hour.)

We seemed to move together, in our enthusi­ asm, in our kindred desire to out do each other in the friendliest of ways. Great loves thrived. We were in competition, there is no doubt in that, but we reveled. We reveled about our shared strengths. We celebrated freedom, when it came to us, after hours, days, of dedication to our craft.

When I first came to Malaysia, there was still that sense of adventure and fun. I remember my first drive-by introduction to this country by my Art Director, Choong, and his protege, Kien. "Look!

Merdeka Square. Our Fourth of July! Also, many boy girls." I understood instantly.

We went on to win the first ever international award for a Malaysian advertising agency in Direct Marketing. The 1st Prize in the global Caples Awards. And top metal Echos.

Landmarks. But it was that remarkable combi­ nation of desire, determination and friendship that made that happen. It wasn't all success, mind you.

But when success happened, joy ensued.

The Country Head of the Ogilvy & Mather

office at the time wished to reward us and con­ tribute to our celebration with a prize. He insist­ ed that our company paid trip to Penang remain a secret. But it was offered and we accepted, joyfully.

For the record, damning secrets for good sense, that man was Tony Hemmings. Smart fel­ low. Knows the value of a smile increased.

So there we went. We drove the, then, cursed and dangerous road to Penang. And we partied. It was during that weekend, in my humble opinion, and mind you, this was around 1989, that I inno­ cently introduced Tequila to my unsuspecting Malaysian colleagues. Lick between your thumb and the next finger. Sprinkle salt on the area licked.

Grasp a lime wedge on the same hand. Take the shot of Tequila with your free hand. Lick the salt.

Drink the shot. Squeeze the lime.

Don't get the wrong idea. It wasn't the partying — or the Tequila — that brought us together. It was our mutual love, for the work, and yes, for each other. Maybe not a hug-hug kind of love, but a love that nurtured us, empowered us, fueled by a common desire, to create and have fun doing it.

Choong ended up doing the most unlikely thing. Some several months later, he died. Com­ plications from Chicken Pox. I remember when he

called me to say he wouldn't be coming in for a few days. Chicken Pox. I said, well, rest. Don't itch.

And we'll see you when you get back.

Then suddenly he was in intensive care. I was told, just a precaution. Then the phone call. The memories of that phone call still invade me. I go about my business on most days, but sometimes that phone call just floods my brain. So young. So talented. So interested. So intent. So curious. So much desire. Gone.

Life, and death, is so pitifully unpredictable.

Here and now is a vital grounding.

And now, I find myself associated, on a num­ ber of occasions, with an onslaught of individuals who are in a position of either creating or approv­ ing ideas. My judgment of these individuals is always based on two clear and simple questions: 1) Are they driven by great, unselfish intentions?

And 2) Do they take this seriously, but with a sense of humor?

Sadly, and I'm talking about both clients and agency folk, I seldom see drives that are in any way directed toward greatness, and are almost always selfish. But most upsetting of all is that there seems to be no humor available from any­ one. We can do serious work, and produce serious results, and still have fun, can't we?

We are people. Individuals. We have our jobs to do. We must be dedicated to producing sales and expect our due rewards. But our jobs should be done with smiles, all around. And the smiles seem to have diminished at best; van­ ished at worst.

Well, I, for one, intend to protract what has become a smirk, into a smile again. I hope you all do the same. Have fun. Here and now. If not again, for the first time.

Copywriting Tip •BY JANET LEE, COPYWRITING STUDENT

Neil French always makes the logic of the solution appear obvious MY one and only Copywriting Tip : Be open to learn.

I believe I am surrounded by teachers. As long as I have the desire and humility to learn, I will. In this article, as in my life, I'm happy to share what I am learning ...

From Neil French, I learn that an advertising master is one who is able to identify the core issue, solve it, and then explain it so clearly that everyone else immediately sees it too. Cracking the brief brilliantly is not enough, true mastery as Neil has demonstrated many times, is in being able to make the logic of the solution appear obvious.

From Indra Sinha, I learn the value of honest, passionate writing. In a seminar he gave in Mumbai, he said "The first thing to do is not to think, but to feel Feel, and feel passionately. It's not the words you write that are important, it's the wind that blows through their gaps. Write honestly, from

SB 3D0IMARKETINGCOMMUNICATIONS

the heart and the feeling you bring to your work will flood through the gaps between the words."

His words were a truth that penetrated to the very heart of me. Yes, I can (do' advertising intelli­ gently, crack the brief and produce a successful campaign - and make everyone happy. Everyone, except me. Because I know I have not given of myself. And the times when I do, I sweat and struggle and bite my nails raw, not knowing day from night, lunch from dinner, my cat from my dog! Only then am I fulfilled.

From Khalil Gibran I learn that work is love made visible. He says and all work is empty save when there is love; And when you work with love, you bind yourself to yourself, and to one another, and to God." That's exactly what I am experiencing now at 95% The Writers Academy.

And finally, from my training participants, I learn that when we share what we know, we become each other's teachers. And we all grow.

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Leadership

LEADERSHIP â&#x20AC;¢BY MONICA WONG

Move over guys, this world beater ain't no fudge cake!

Y&R's Global Chief tells clients the way it is...

ONE day in 2002, Young & Rubicam CEOs and MDs from all over the world were gathered in the boardroom at Madison Avenue, waiting in antici­ pation for a lady that few have worked with and others who knew her only by reputation as an influential ex-client. All the honchos held their breaths as Ann Fudge walked in for the first time as their boss, Chairman and CEO of Young & Rubicam Brands. Her first words to the gathering of executives were, "where are all the people?"

Confusion reigned. With a roomful of heavy­ weights in attendance, surely everyone who mat­ tered in the agency was there, so what could she possibly mean? Her message became crystal clear when she walked out of the boardroom and spent most of the rest of the day in the office cafe­ teria meeting and shaking hands with the employ­ ees of Y&R New York: the rank and file, the people she regards as her corporate family.

Having been told this story before I met Ann Fudge, the first African-American woman to head a global agency network, I already admired her style. And in the 40 minutes she could spare me during her visit to the KL office of Y&R Brands recently, my liking turned to outright admiration. In person, Ann actually reminded me somewhat of Oprah Winfrey, who has featured her on her pop­ ular TV talk show Oprah and in her magazine, O. Try Googling Ann Fudge, as I did before talk­ ing to her, and you'll see that she first achieved fame, not as an ad agency person, but as a mar­ keter with an uncanny knack of turning brands around and restoring them to double-digit growth. When she was the President of Maxwell House and Post, a US$5 billion unit of Kraft Foods, she built a formidable reputation as a gift­ ed and determined leader. Her achievements earned her numerous leadership awards and honours including Advertising Woman of the Year, 1995; Advertising Women of New York; one of the Top 50 Women Executives, Executive Female Magazine; and one of the 50 Most Pow­

erful Women, Fortune Magazine.

And at the end of this glittering career, she retired. Or rather, as she told me, "I took a couple of years off. I had really thought that I would stop altogether and maybe focus on charitable work, not-for-profit philanthropic work..I'm not sure what tipped me over the edge to come back, other than to do something different." The "something differ­ ent" that caught her eye for a challenge and brought her back out of retirement was the oppor­ tunity to head the then ailing Young & Rubicam, an agency she had previously worked with for years and come to respect.

But since the agency's acquisition by WPP in 2000, it had suffered something of a slump, losing several big accounts including Mattel Fisher-Price and most of Kraft. Ann was brought in as Chair­ man and CEO, replacing Michael Dolan, who had led the organization for the previous seven years.

Asked how tough it had been to take-over in a time of turmoil, Ann downplayed the difficulties she'd faced. "With the private equity work that I was doing, I was involved with the communica­ tions arena, so I knew what was going on broadly in terms of change; I knew that a lot of agencies were struggling with making the change and the shift with all this new media."

"... Marketing staff are getting younger, less experienced..and decisions about advertising that years ago the CEO was making have now been pushed lower and lower down the organization..."

The loss of some big, long-term accounts had been quite a blow, she said, but stressed the fact that a lot more accounts were saved.

She said that her ambition is to lead Y & R to a stage where they are strong enough to be selec­ tive with clients who are inspiring to her teams, and are excited with exploring the possibilities of great work without boundaries. "It is simply a matter of allowing the teams to do what they do best - cre­ ate. Without which, it would be like having a thor­ oughbred and just holding them back. That is so frustrating to the horse. So it is frustrating to our people when you know they are great but they are not getting great work through," said Ann. Next to creativity and client relationships, per­ haps Ann's most urgent concern is that in her opinion the advertising industry is not attracting the best and brightest young talent. She explained her work with the AEF, an advertising foundation whose purpose is to help overcome this problem in the U.S. She is also concerned about the quality of decision-making about advertising in client organ­ izations. "Marketing staff are getting younger, less experienced..and decisions about advertising that years ago the CEO was making have now been pushed lower and lower down the organization," she said.

"I know the talent in my organization and there have been times when they have been frustrated by a client who wants to write the copy and literal­ ly almost direct the work. And that's a recipe for disaster. I've even gone to a point where I went to the Chairman and said very honestly 'You are not getting our best work..let me show you the work our people put up that you never see'..I've done that a couple of times."

But when all's said and done, my conversation with Ann Fudge comes back to the simple basics.

"Back to my first two things," she said, "my clients/partners and my people. All that together gives great ideas, and that gives business results."

aDOIMARKETINGCOMMUNICATIONS EE

DirectMarketing

DOES YOUR CLIENT SUFFER FROM 'BORDER LINE PERSONALITY DISORDER'? READ ON....

RECENTLY it seemed that everywhere we went we ran into someone from Proximity, BBDO's direct-marketing arm. Matt Mildenhall, COO of Proximity Worldwide; Julie Screech, Data Planning Director, Proximity London; and Dr Fred Koblinger, Managing Director, PKP Proximity, Vienna. Though they would probably all take issue with my defining Proximity too narrowly as a "direct marketing" out­ fit because, in the words of Dr Fred Koblinger, "we think that besides behaviour we influence image more than most people think."

Fred was in Malaysia as a speaker in the 4As Brand Leadership Series. Acknowledged as one of the pioneers of direct marketing in Austria, he grad­ uated from the University of Economics in 1979, then headed marketing and sales promotion in the Paris branch of the Austrian National Tourist Office.

From 1982 to 1986 he was Managing Director of Interhome Austria, where he says he increased turnover by 400% within two years by switching distribution from travel agents to direct sales. He founded Ogilvy & Mather Direct in 1987, and then Palla, Koblinger and Partner in 1991. PKP quickly became Australia's leading relationship-marketing agency, heading the National DM Awards every year since 1992, and winning Best of Europe 15 times plus more than 10 Echo Awards and four Cannes Direct Lions.

In 2000 Fred began his association with BBDO, co-founding the Proximity network and changing his agency's name to Palla, Koblinger Proximity. He now sits on the Board of Proximity Worldwide, and has been Managing Director of BBDO Holding Austria since 2001. He was inducted into the Hall of Fame of the Austrian Direct Marketing Association in 2004, and served this year as President of the Direct Lions Jury in Cannes.

"Creativity to Hell, We have to Sell."

That was the provocative - and ironic - title of Fred Koblinger's presentation in the Malaysia 4As Brand Leadership Series on 13 September in KL. Provocative because many so-called "above-theline" advertising people don't see direct as wildly creative. And ironic because, as a true believer in and passionate advocate of creativity, Fred decries two problems: one, the fact that, as he says, most clients in contemporary Europe's tough economic climate are talking price, not quality. And two, the perennial problem that a great deal of creativity doesn't sell because clients neither buy it nor run it and so it never gets a chance to do its work. He recalled that in the old days branding was sup­ posed to be achieved by "above-the-line" advertis­ ing, which got all the glory; while the heavy-lifting of achieving actual sales was supposed to be done by "below-the-line." These days, he said, there is no line, and that it's stupid to distinguish between image advertising and direct marketing.

Too many clients today, said Fred, suffer from "borderline personality disorder" - a syndrome whose symptoms are "restricted reference to reali­ ty, reduced sense of reality, instability of mood, and unexpected impulsivity." Typical statements by vic­

EQ aDOIMARKETINGCOMMUNICATIONS

Mat Mildenhall and Julie Screech - knowing when customers begin to disappear...

Gettingdose

Proximity •BY DEAN JOHNS

tims of the disorder, he continued, are things like "It needn't be creative, it just has to sell." "Our prod­ uct is unique." "That may work elsewhere, but here things are different." And "I know my customers better than you do."

The only cure for such outdated and unpro­ ductive attitudes, he said, is to achieve under­ standing of the basics of communication. To learn that humans are directed by emotion, not rationali­ ty; that they prefer to be informed enjoyably, and "to be courted rather than advertised-to." The mantra of the marketer who would successfully understand communication, he added, should be "Said is not heard, heard is not understood, under­ stood is not agreed, agreed is not done, and done is not continued."

"... It needn't be creative, it just has to sell..."

Describing creativity simply as that spark that attracts attention and leads to emotional involve­ ment, Fred said that it could engage any of a great number of emotions including greed, fear, guilt, humour, mystery, envy, curiosity or sex. He then illustrated this point with many of his favourite campaigns - by no means all of them by his own agency - including his "all-time-favourite" for Jim Beam bourbon that achieved six million audience interactions.

Spreading the word on the Works.

Coinciding with Fred Koblinger's visit to KL was the arrival of Mat Mildenhall, COO of Proxim­ ity Worldwide, and Julie Screech, Data Planning Director, Proximity London, for a conference intro­ ducing Proximity offices in Asia to four new tools:

GrowthWorks, ProfitWorks, MappingWorks and MindWorks. These tools were developed by Julie and six Proximity colleagues from the U.K., Ger­ many, France, Spain, Japan and New Zealand "to help Proximity offices serve their clients' objec­ tives better."

"... That may work elsewhere, but here things are different..

In a brief but informative session with ADOI, Julie and Mat explained that GrowthWorks and ProfitWorks are designed primarily to help Prox­ imity people to better understand clients' busi­ nesses and to establish in conjunction with sen­ ior client management whether relationship mar­ keting is being properly used (or not) to tackle major business issues. A second function of these two tools is to ensure that Proximity receives not just creative and project briefs, but also gets "more top-table and therefore fixedrevenue-based work."

MappingWorks, said Mat and Julie, models customer behaviour all the way from thinking about to actually making a purchase "to see at what point in this journey customers are disap­ pearing" and to enable Proximity to develop more proactive proposals. And MindWorks is "a plan­ ning/research tool designed to help us think more broadly before we write the creative brief."

Explaining his role as COO of Proximity Worldwide, Mat said he is responsible for grow­ ing Proximity - from 15 to 45 countries so far and to turn it into a network, not just a collection of offices."

The Proximity network now boasts interna­ tional clients including Masterfoods, Pepsi, Eurostar and Shell.

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RM1.00 Not sure what is going on? Read KOSMO! We give you clear and concise news that makes sense of it all.

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InterActive

Do new tricks.

astro mobile

Astro brings the English Premier League to your mobile via Astro Mobile.

See astonishing pictures, astounding videos, and v www j»strcNroobiecommy y aspiring moments through 3G, MMS or SMS technologies. This 4-month long campaign beginning 15 September spreads across MSN Malaysia, The Star Online, NST Online, and Faces. Watch out for the Messenger Tab, Messen­ ger Half Banner, Head Banner, Leaderboard, Verti­ cal Banner, Eyeblaster, and Island Banner creatives on those portals.

Dutch Lady invites you to start your own Virtual Cafe community and invite your friends to join and vote for you. This Dutch Lady Virtu­ al Cafe contest ran from 29 August till 16 September to introduce the new Dutch Lady Iced Latte. This successful campaign was advertised on MSN Malaysia supported by the Superbanner and Showcase banner.

Select an Action:

Q Play Dead ^ Fetch Newspaper ^ Transform into Chihuahua Online Rich Media Banners are interactive, intriguing, informative, you can stream your TV commercials based on user's connection speed or have your mini chat room, and much more. Ultimately, it helps increase campaign results and brand awareness through the power of integrated and seamless communications.

M4 can help facilitate your online campaign and make it a success while you concentrate on what you do best - running the campaign, coming up with brilliant ideas, and most importantly, keeping your clients happy.

M4. Your Complete Online Marketing Tool for Advertising & Media Agencies.

To bring your cool ad campaign online call, Fabian Looa Tel. 7880 5611 fabian@innity.com

Log on to www.m4.com.my/subscribe to subscribe to our monthly e-newsletter for FREE.

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MSC Status Company

Authorized Sales Representatives of

msifT Ma.l3.ysis

After a long absence from MSN Malaysia, Bella Skin Relax,Renew, Care returns with a Hotmail -RECHARGE Showcase banner to pro­ lind^SE^? I mote their latest Beauty Care Program. The cam­ paign ran from 5-12 October and featured the beau­ tiful Fann Wong on all their creative designs.

JVC takes video recording to the next level with the new Everio G-series cam­ corders. Forget tapes and discs, it's the hard disk rev­ olution. The month-long product launch campaign from 12 September till 11 October had Leaderboard and Head banner cre­ atives seen across The Star Online, SinChew-i, and Berita Harian portals.

L'Oreal, the leader in the beauty care industry, Start mission recently launched their new hgfii!

Pure Zone Anti-lmperfec__________ tion Moisturiser. An online contest, which required users to target and destroy imperfections, was held in conjunction with the campaign from 5 September till 2 October. Superbanner, Showcase banner, Text Link, Midpage banner, and E-mailer creatives were prominently featured on MSN Malaysia, BlueHyppo, and Faces.

Be Connected. Touch a New Sound. The new Sony AZ Series hifi sys­ tems revolutionizes your audio lifestyle through seamless USB connec­ tion, allowing you to stream music directly from almost any flash memory USB device. This massive launch of the product and its microsite

Lunch Tirr RESEARCH shows that traffic in all the popular portal sites and news sites peak at lunch hour. It's a time when users could do anything from paying their bills online, check out the latest movie trail­ ers and book it online, get the latest news, catch up with friends on their preferred online messen­ ger, or just simply to surf the net.

With the increase of online traffic as well as the rapid use of online streaming video, lunchtime becomes online's prime time. Granted, is like no other and facilitated by MSN Malaysia, The Star Online, SinChew-i, Faces, Cinema Online, and Wanita.net. Watch out for Content Modules, Superbanners, Skyscrapers, Messen­ ger Half Banners, Eyeblasters, Hotmail Featured Offers, Vertical Banners, Text Links, and Giant TV Boxes as the campaign cascades on till 22 March 2006.

The power to request airtime from your loved ones anytime, anywhere - it's in your hands. Celcom pro­ moted its new Xpax Airtime Share service on

MEDIA PRIMA SNAPS-UP NTV7.

Media Prima Bhd, which already owns Malaysia's TV3, 8TV and Channel 9, has added ntv7 to its roster. Media Prima Group MD and CEO, Abdul Rahman Ahmad was reported by the New Straits Times as com­ menting that the RM90 million acquisition creates economies of scale for the group and help minimise disruptive competition in the TV industry.

SUNWAY LAGOON RESORTS TO LB/ARC. Already handling Sunway Lagoon Resort Hotels, Leo Burnett and Arc Worldwide Malaysia have been awarded the entire Sunway Lagoon Resort Corporate account, includ­ ing Pyramid Mall, theme parks, education, healthcare and property development. LB MD Hamish Banks credited the win to a new work model called Effective Solutions Planning.

le is Prime Time! it's lower quality video and it's smaller. But what it lacks in size, it makes up in the fact that the viewer is actively watching and there's a response mechanism. New technical capabilities allows user to click on a particular product with­ in the video ads. Such clickable video has obvi­ ous implications for product placement, long a desired concept among marketers in general.

More new capabilities evolve as we speak. Plen­ ty of other sites are offering very attractive video

ad placements. This includes MSN Malaysia, The Star Online, Faces, Sin Chew Online and many up and coming local portals. ADOI has selected some of the latest and hottest cam­ paigns just for you.

MSN Malaysia, The Star Online, SinChew-i, Faces, and Cinema Online. Creatives with SMS instructions to request for the Airtime Share serv­ ice were covered by Superbanners, Eyeblasters, Midpage Banners, and E-mailers. This campaign ran from 5 September till 2 October.

ber with Head banner, Large Rectangular, and Rectangular creatives seen across Jobstreet, The Edge Daily, and Dagang Asia.

DiGi continues to pro­ mote their Business post­ paid plan and create renewed interest in their free 150 minutes of talktime and 300 text mes­ sages to new subscribers promotion. The cam­ paign period was from 12 September till 2 Octo­

*M4 VidStream is a superior media encoded technology that allows instant delivery video and audio streaming into online banners. For live demos click on to www.m4.com.my

Samsung launched their latest X620C camera phone on MSN Malaysia and Faces in an advertising campaign that is currently running until 31 October.

The 'SMS a Smile' contest is running in conjunction with this campaign where users have the opportu­ nity to win FCUK vouchers and gift packs. Be on the lookout for Showcase banners and e-mailers or simply click on from here to participate!

COKE REFRESHES WIEDEN & KENNEDY..AGAIN. Less than a month after winning the US$150 million Coca-Cola North America account in a pitch against Berlin Cameron & Partners, part of the WPP-owned United Group, Wieden & Kennedy have again been selected over United Group in a battle for the creative assignment on Coke's US$2.5+ billion global account.

According to a Coca-Cola spokesperson, Weiden & Kennedy were selected "on the strength of the idea they presented but also based on how they demonstrated how that idea can work across geographies and media and dif­ ferent audiences."

PART OF SAMSUNG GLOBAL TO LB. Less than a year after awarding its US$200 million global branding assignment to the WPP Group's Berlin Cameron and JWT, Sam­ sung has announced the move of part of the work - without a competitive pitch - to Pub­ licis Groupe's Leo Burnett Worldwide.

DIRT IS GOOD FOR BBH. Unilever has chosen Bartle Bogle Hegarty for "global strategic and creative stewardship" of its detergent brands grouped under the "Dirt is good" banner after a four-way pitch involv­ ing incumbents Lowe and JWT. In announcing the decision by a panel of eight Unilever exec­ utives from around the world, Keith Weed, Group VP for Global Home Care and leader of the review, reportedly said that "We under­ took a rigorous pitch process and ultimately decided that BBH offered the greatest strate­ gic insight, creativity and vision for the future of the brand."

3D0IMARKETINGCOMMUNICATIONSI

MediaResearch

OMD's Women • BY MONICA WONG

ipping

WOW Women of OMD

...50% Malaysian Women make as much money as their spouse accounting for the highest ratio in Asia...

WOW women...seek self actualisation...yet performing their duties as good wife and mother...

Shop-a-holic ranking : Hong Kong 76%, Singapore 63%, Malaysia 30%

H aDOIMARKETINGCOMMUNICATIONS

Women overpowering men at OMD's WOW launch

AFTER a flirtation with Optimum Insights, an amusing yet almost frivolous research exercise that categorised consumers as various animals according to their characteristics, OMD has now weighed-in with WOW (Wonders of Women). It is the nature of women's proverbial unpredictability that sustains the mysterious aura that still baffles men, even other women, and vice versa. So it's a very bold move on OMD's part to try and perceive patterns in women's behaviour.

WOW is an attempt to provide an in-depth understanding of women in seven key Asian mar­ kets: Hong Kong, Singapore, Kuala Lumpur, Taipei, Bangkok, Manila and five cities in China.

Synovate was commissioned to conduct the WOW project, which was carried out over three phases. Phase one involved 55 focus groups con­ ducted with over 400 women ranging from single women to Tai-tais'(women affluent in association to their spouses), to investigate mindsets and atti­ tudes. Phase two consisted of an exchange of SMSes with participants on paydays and during weekends to elicit specific shopping information.

And finally, 3,049 tertiary-educated women aged 20-49 were interviewed.

While OMD must be given credit for effort, the results seem to us to no more than scratch the sur­ face. Also, the study was deliberately focused on more affluent and better-educated women, who comprise between just 20% and 35% of the total adult female populations in the markets investigat­ ed, and only 23% in Malaysia (KI7PJ only).

According to the results of the survey,a WOW woman is more independent and seeking of self actualisation and personal fulfillment, while holding true to traditional values in performing her duties as a good wife and mother. The variation by markets suggested that the status and position of women in Hong Kong, Taiwan and Singapore are more advanced than those in Philippines, Thailand and Malaysia, while women in China are closing the gap rapidly. WOW findings revealed that Malaysian

women hold the highest ratio of equal earning power with their spouses (50%). Despite this, only 30% of Malaysian women shop to relax, while 63% of women in Singapore and 76% in Hong Kong shop to keep abreast of fashion trends.

Even though on the surface women may appear to share common traits and interests such as shopping, WOW reveals that they are far from homogeneous. According to OMD, WOW women tend to segment into five groups, the percentages of which in Malaysia are: Privileged Carefree (26%) 'life is a joy-ride' These women are less opinionated and enjoy a carefree and sheltered life. They are more con­ cerned with physical beauty and enjoy hanging out with friends.

Cosmo Girl (12%) 'the world is my oyster' They are the most career-oriented of the group, and believe money to be the measurement of suc­ cess. They are discerning consumers who evalu­ ate their purchase but would buy what they like.

The Classic (19%) 'rolling old times' -They are down to earth, thrifty, family-centred and believe in the good old values and virtues of the past.

Superwoman (35%) 'having the best of all worlds' - They excel in balancing career and fam­ ily, seeing the importance of career but prioritising family. They save more than they spend and make most of the decisions for the family.

Life seeker (8%) 'living in a material world' Most like to be single and living on their own. Inde­ pendent, less family oriented. Enjoy traveling and shopping to get away from stress and having their own 'me' time. Most impulsive of the groups when it comes to branded purchases and less likely to worry about their future.

Though some of the WOW insights could be springboards for new ideas in creating effective and distinctive communication strategies, the path to truly understanding women - or any gen­ der, for that matter - may yet prove to be much more profound.

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Broadcast

"Conventional TV, is basically just moving pictures on a screen.

But coupled with the terms "anytime" and "anywhere" and you have a medium that is no longer tethered..."

1

Envisioning Low Huoi Seong, CEO, Vision New Media

•BY IAN TE

Do you know that Channel V, the hottest music channel with the spiciest VJs is shot in the largest production house here in KL?

m 3DOIMARKETINGCOMMUNICATIONS

M

VISION NEW MEDIA (VNM) started in business back in 1985 as a small Malaysian trading compa­ ny It has since evolved into integrated production and media marketing group at the forefront of cre­ ating and realising the value of content through digital production, post-production, animation, interactive and media sales services. VNM is today a media partner of major US, Canadian and Euro­ pean networks and studios including Warner Bros, Buena Vista, Disney, Sony Pictures International, as well as broadcasters like STAR and Channel [V].

VNM comprises many divisions, among them Double Vision and Vision Broadcast Productions.

Double Vision produces programming in English, Bahasa Malaysia, Bahasa Indonesia, Cantonese and Mandarin in a wide range of genres including dramas, documentaries, kids' programmes and award-winning sitcoms like award-winners Kopitiam and Homecoming. Vision Broadcast Produc­ tion caters specifically for the Chinese audience,

producing telefeatures, talk shows and Chinese drama series for STAR, TVBS as well as TV3, Astro and ntv7.

The arrival of VNM to where it is today is due in great part to the vision and determination of its CEO, Low Huoi Seong, with whom ADOI spoke recently about his future plans for the company.

With 19 years of experience in the broadcast indus­ try, Huoi Seong says he plans to steer the group into the era of New Media, which he defines as "Inter­ active Digital Television Anytime Anywhere" - five words that he says say it all.

Conventional TV, explained Huoi Seong, is basically just moving pictures on a screen. But coupled with the terms "anytime" and "any­ where" and you have a medium that is no longer tethered. Moving images are no longer confined to TV, but can be delivered to PCs, laptops, mobile phones and PDAs. This also means that content is distributed not just on traditional

new media

Previous Furniture warehouse now One Stop Media shop - Vision New Media in Jalan Semangat,PJ

broadcast networks, but also on the internet and wireless networks. So the new media are about content that people 'consume' and that content is basically entertainment and information.

VNM aims to combine information and entertainment at one end and all the different networks and devices at the other end, Informa­ tion and Entertainment, and at the other end, generating income not only from traditional sources like advertising, but also from revenues generated by SMS and data traffic, so advertis­ ers can achieve more value for money.

Huoi Seong explained that the traditional Free to Air Television's Business Model is: good programs, good ratings, good advertising spot sales, end of Story. VNM, he said, hopes to cre­ ate content beyond this level. An excellent example is the program 'Idol'. It went beyond the traditional model because voting revenues

became so much more than the traditional sponsorship revenue.

VNM's business is also evolving beyond tel­ evision to gaming. In a region where MMORPG or Massively Multiplayer Online Role Playing Games is already a hit, Vision New Media hopes to have a share of that pie by getting involved in the games business as well. In fact, VNM is cur­ rently developing a game in conjunction with a games developer from Europe.

VNM is constantly striving to maintain its value and competitiveness by moving up the value chain. Huoi Seong said that teaming up with Disney is one of the ways VNM hopes to achieve this, in the process also gaining knowl­ edge and building a reputation as a Malaysian company that can create world-class work.

Over the years, VNM has strategically built a comprehensive, integrated group that spans the entire new media-content creation and distribu­

tion spectrum. This places it ain a regional lead­ ership position to maximise value and meet the challenges resulting from fundamental shifts in the media industry. Capitalising on its knowl­ edge of consumer trends and demands, VNM's production and animation studios tailor content for clients to maximise the effectiveness of their branding campaigns. This customised content is enhanced by interactivity that spans across all mobile devices and the Internet.

VNM is where it is today thanks largely to the far-sighted vision of its CEO. His ability to devel­ op and improvise on concepts has proved to be invaluable. This has made VNM the only Malaysian company that is capable of creating and offering services across the entire tradition­ al and new media spectrum because of its abil­ ity to produce compelling, client-customised content. We look forward to seeing where all this vision and energy takes VNM next!

3D0IMARKETINGCOMMUNICATIONS SI

MC2/Campaign Brief Asia TV Winner

THE

Title: Big Ad Client: Foster's Australia Agency: George Patterson Partners Company: George Patterson Partners Creative Director: James McGrath Copywriter: Ant Keogh Art Director: Grant Rutherford Client Service: Matt Keen Agency Producer: Pip Heming Production House: Plaza Films Production House Producer: Peter Masterton Production Designer: Robert Key Post Production House: Animal Logic Film Director: Paul Middleditch Cameraman: Andrew Lesnie Director Of Photography: Andrew Lesnie Editor:

GEORGE Patterson Partners, Melbourne's latest ad in the "Made from Beer" campaign has been a huge hit both in Australia and throughout the world.

Entitled "Big Ad" the ad is an epic, "The Mother of All Ads" as one online comment said. Here is a behind the scenes look at arguably Australia's best tvc ever.

Carlton Draft's 'Big Ad' has already scored one of only two Gold awards handed out at the Cam­ paign Brief Asia/MC2 Awards in Malaysia recently and it is heavily tipped to win multiple Golds at Aus­ tralia's toughest awards show, the AWARD Awards, in November. It is even the worldwide front runner for the prestigious Grand Prix at Cannes in June 2006.

The 'Big Ad' parodies many ads and films that have BIG well-known musical scores, BIG casts of beautiful people, BIG breathtaking scenery and BIG effects. The ad opens with two opposing 'armies' slowly marching towards each other and singing (to Carmina Burana): "It's a big ad, very big ad, it's a big ad we're in?lt's a big ad, my God it's big, can't believe how big it is?" Here the music builds in a dramatic crescendo and suddenly. Braveheart style, both armies start to charge with a Clydesdale carrying a standard bearer at the helm. At this point we are not sure what is about to happen although we are soon to receive some clues. A number of aerial shots reveal that the armies form a number of shapes - a glass of Carlton Draught, a face and a hand. Continuing their charge, it seems nothing will stand in their way, not even a fence, which they attempt gallantly to clamber over.

Peter Whitmore - Winning Post Animation: Animal Logic Music: Cezary Skubiszewski Music Recording Studio: Alan Easton Studios ABC Studios Sound Engineer: Robyn Gray - Choir & Final mix Ross Cockle - Orchestra Vocalist: Melbourne Chorale Planning Director: Paul Rees-Jones Duration Of Ad: 60 second

S0DOIMARKETINGCOMMUNICATIONS

It is probably at this juncture (the short, dumpy, bald bloke with spectacles could be the giveaway) that we realise that we are not dealing with trained warriors. And while the army keeps running and? singing. "It's a big ad for Carlton Draught it's just so freak?ing huge! It's a big ad?expensive ad? this ad

better sell some bloody beer," we witness the grand plan unfold with the coming together of the armies as the beer is lifted by the hand to the face and thirstily swallowed. The final image is the united army toasting in celebration with a Carlton Draught in hand. The message, delivered with refreshing honesty and humour, is clear - Carlton Draught is just a good, honest beer and yes? we want to you to buy it.

Writer, Ant Keogh and Art Director Grant Rutherford created the "Made From Beer" cam­ paign in 2003, launching with two ads, "Horses" and "Canoe" which parodied traditional advertising notions. The first ad, "Horses" was a send up of earnest beer ads from the past. The "Canoe" spot featuring a slick businessman carrying a canoe around the office, was a send up of the Donald Trump, Apprentice type mentality.

James McGrath, Creative Director, said Carlton Draught's strategy is basically "a good honest beer" and the "Made From Beer" line suggests exactly this, telling it like it is. "They're kind of bald and hon­ est" which is refreshing. We have a great relation­ ship with our client CUB. We'd established a lot of trust when we first launched the Made From Beer campaign, which helped them gain huge sales increases, so they were willing to go even further this time. They loved the idea from the first meeting, then it was just a matter of figuring out whether it was possible, cost-wise. We knew it would be expensive. They were really brave."

Creators of the Made From Beer campaign, Writer, Ant Keogh and Art Director, Grant Rutherford said, "Carlton Draught's theme is "a good honest beer". So we were searching around for things we thought were a bit bogus, that we could take the piss out of, and we hit upon the idea of sending up "The Epic". It seems brands, especially airlines or sports companies tend to reach a point where they

MC2/Campaign Brief Asia TV Winner

This epic tvc is a frontrunner to win Cannes Grand Prix next year! use "big" as their idea. It's almost a given that you make a big ad. Obviously epic ads like British Air­ ways came to mind.

Also, Hollywood seems to be throwing a lot of money into big historical films, some better than others. We've seen epic scenes with gladiators and armies and Orks but we really felt the beer drinker was unrepresented. We wanted to re-address that balance."

"Once we had the idea, we just tried to put in as many epic cliches into the one ad as we could.

But we thought it would be much better if, instead of the usual wholesome characters in these things, we used a ramshackle bunch of beer-drinking blokes all running about. Also, these spectaculars always seem to go very smoothly and we didn't think that seemed true to life at all. Instead we wanted to have the guys go through a lake or over a fence or something. We figured they would be coming straight from footy training, they would be a little underprepared. We wanted everything a little wonky. I think Animal Logic had to get used to working that way because they are professionals used to creating things like The Matrix and making everything look amazing and they had to get used to our strange way of working. Even the visual of the huge beer man drinking the pot of beer and the men dancing down into the stomach - we just wanted to take it that bit too far. It seems like a bit too much information." Ant Keogh says, "We were always saying to Paul Middleditch (the director) the chorography needs to look 'a bit shit.'

It was quality control but in reverse. The song was also an important part of the humour. We wrote the lyrics so they were a bit clunky too."

Said Rutherford: "From the start we hoped the

Made From Beer campaign would be seen as a long term proposition. By and large Australia hasn't produced too many lasting campaigns with popular appeal, not com­ pared to, say, British cam­ paigns like Carling's "I bet he drinks Carling Black Label" or Miller Lite or Bud in the U.S.A. In Australia, I think there's a tendency to chop and change especially when new marketing managers, cre­ atives or agencies get hold of an account."

"Overseas some beer brands, in particular, have created great relationships with their customers through long running campaigns," said McGrath.

"Paul Middleditch shot the previous "Canoe" spot for us so we knew he had a great sense of humour," added Rutherford. "He's a fantastic com­ edy director and has also done a lot of big budget stuff in America so it was a great combination for this ad. It also made it easy to get him approved by the client, because he'd worked with them before.

They didn't ask to see any other treatment. In fact he didn't even do a treatment. Paul had the inspired idea to enlist Andrew Lesnie (Lord of the Rings) as Director of Photography. It was a great idea because obviously he knew exactly how to shoot it. He also knew the New Zealand landscape from doing Lord of The Rings. He's a really nice guy too.

For a bloke with an Oscar he sure is humble."

The ad was shot in Queenstown, New Zealand, because of the vast scenery: "For the idea to work we obviously needed something spectacular," said Keogh "We had around 400 extras (and had to make as many costumes). We had the music play-

ing over huge loudspeakers out in the middle of an enormous valley. We shot the sequence in sec­ tions, so gradually over a few days the 400 extras got to hear the words of the song and started laughing. We thought that was good sign. Very soon the extras were in on the act dancing around like lunatics, just like the main cast. It was a great feeling on set."

The music is a remake of Carmina Burana by Carl Orff. It was re-scored by Cezary Skubiszewski, (Two Hands). Cezary and the whole creative team felt it was very important to not let the music

become a weak facsimile of the original which often happens when songs are re-done. It was played by the Melbourne Philharmon­ ic Orchestra and sung by a choir of around 200 dou­ bled up to sound like 400.

"It was quite funny seeing them all sing those ludicrous words," said Keogh. "At one point very early on, we had the lyric "Big like John Bon Jovi's hair" but thought maybe it was a bit distracting. Still it would have been fun to hear the choir sing it" The post production took about 3 months.

Many of the huge wide shots are largely CGI with plates shot from a helicopter. Paul Middleditch chose Animal Logic, with their big budget film experience (Matrix, Lord of the Rings), as the obvi­ ous choice for the animation which took about 12 weeks to complete. Angus Wilson and Andrew Jackson from Animal Logic were there on location flying around in helicopters to make sure they had what they needed. Peter Whitmore from The Win­ ning Post was the editor.

The campaign was launched virally for the first couple of weeks. Paul McMilian, Group Account Director says: "It was part of CUB's and our strate­ gy to launch it softly. We simply got CUB and George Patterson employees to send it out to their friends and it took off from there. After three days the website had 400,000 hits. It was a phenomenal reaction even the agency didn't quite expect.

There's a lot of interest in the viral aspect of this campaign, and it was fantastic because we could see how many people were interested in it, but to some degree, it just can't be contrived. It just won't happen unless you have an interesting ad. And, by the same token, if you create a really interesting ad it will probably happen anyway."

Most clients want good work but they don't really know how to get it. I honestly think they should just find some people who's work they like and they trust and just let them do it. I think people like this ad because, although it's obviously a huge production, it seems uncontrived in a sense.

That's because no one tampered with it for "marketing" reasons. Also it doesn't treat you like you're a fool. So many ads talk down to people."

Story adapted, courtesy of Campaign BriefAsia magazine

aDOIMARKETINGCOMMUNICATIONS M

News

Short Takes K-Y GOES KINK-Y. Traditionally marketed as a 'problem-solution' proposition, Johnson & Johnson's K-Y brand is reportedly achieving spectacular sales growth with line extensions including "warm­ ing lubricants" and K-Y Touch massage oils positioned as 'enhancing intimacy between committed partners.

M&C SAATCHI TO INDIA. M&C Saatchi has established its 11th agency in the Asia-Pacific region in a venture with Delhi-based hotshop Dhar and Hoon and with former president of JWT India, Kamal Oberoi, as Chairman and CEO. M&C Saatchi clients in Asia include Qantas, Tourism Australia, AIA, Zuji, British Airways and Mandarin Oriental.

65% BELIEVE MAGAZINES ON THE TAKE.

ZOOMING IN ON RM10.000 YOU now stand a chance to win RM10,000 with a trophy thrown in for good measure from your favourite photograph. Be it a shot of your face shoved in your birthday cake, your wife's haggling battle in Petaling Street or even the TM building at dawn taken from your balcony, as long as it fits one of the categories below and is accompanied by the RM10.00 submission fee, it qualifies for the Moon Design "Creative Photo Competition" in conjunction mastercontest.com The contest is split into three phases and call for entries begins 1st November 2005.

There are five (5) categories in which partici­ pants can submit their entries. i. Wonders Of Nature ii. Family In Motion iii.Shapes Of Architecture iv.Humors Of Showtime v. People At Work

majority of readers suspect that magazines take money from advertisers for mentioning brand names in what purports to be unpaid

AFTER a two-year absence occasioned by network nervousness following the notorious Janet Jackson "wardrobe malfunction" during the 2004 Super Bowl halftime show, The Victoria's Secret Fashion Show is scheduled to air on CBS in December. It will also be shown on www.victoriassecret.com The show, reputedly costing US$10 million to produce, will star a lineup of supermodels including Tyra Banks sporting the latest range of Victoria's Secret lingerie.

Somewhat surprisingly, surveys of audiences for the Victoria's Secret specials in previous years revealed that older female viewers greatly outnum­ bered males who tuned-in.

editorial. Disturbingly to advocates of integri­ ty in the media, the study also revealed that many respondents have no objection to paid editorial mentions. Brenda White of Starcom Worldwide commented that "If readers already believe editorial content is for sale, publishers who push the needle further could jeopardize what reader trust they have."

MORE BLOGGING, LESS SLOGGING. According to Ad Age magazine, workers in

U.S. labour force hours on goofing-off to read blogs that are unrelated to their jobs. These statistics were based on the finding that about 35 million or one in five workers spend an average of 3.5 hours each every working week reading blogs.

DDB VIETNAM WIN TOURISM CONTEST. The Vietnam National Administration of Tourism has awarded DDB first prize in a logo design and slogan competition that attracted 1100 entries from locally and overseas. Irwin Kelaart, GM and ECD of DDB Vietnam, explained that the winning logo features "an iconic lotus bud as part of the typography for the country name." The agency's proposed slogan for Vietnam is "the hidden charm."

m 0DOIMARKETINGCOMMUNICATIONS

For more information go to www.mastercontest.com

Victoria's Secret to be revealed again

A U.S. study by Starcom has revealed that a

the U.S. this year will waste 4.8 billion hours of their employers' time, or around 2% of

It could be a creative hand-made hat worn by a worker on the street (like the one in the picture).

Great shots would be available at the zoo, with animal keepers or trainers. Think about that for awhile, and come up with the most creative one.

JOURNALISTIC TRUTH ... How more bold can they get in their search for journalistic truth?...

THE STANDARD, an English newspaper in Hong Kong recently kicked off a territory-wide brand campaign "Tells it like it is" with an aim to raise its visibility among business executives and decision makers. OgilvyOne Worldwide developed the cam­ paign with advertisements that pose the essential questions that all good journalists ask when writing a story: Who, What, Where, Why, When and How, written in a thought-provoking style. Hong Kong enjoys a free and lively press and The Standard plans to stretch that to its limit. How more bold can they get in their search for journalistic truth? One features Hong Kong's Chief Executive Donald Tsang above the question "Where are you taking us?" in a poster, plastered prominently on a BUS! Take a guess on its connotation..

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You can now create big-budget looking movies with perfect scenes at your desk.....

FILMMAKERS with big budgets could easily have a romantic scene shot in Korea, followed a car chase in France or even a barrel race down Nia­ gara falls on a clear sunny day. But imagine doing all these scenes without a megabudget, or having to wait for the right season or having the hassle of lugging bags of luggage half way around the world. That was what framepool no doubt had in mind when they launched four years ago in Munich, Germany.

With budget constraints, time limitations, con­ venience and perfect shots in mind, the team at framepool created the perfect solution for creative filmmakers to access the global marketplace. Film material is acquired from a wide variety of cinematographers and is marketed online to anybody who needs high quality film clips. The company has pioneered the digitalisation of video assets,

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making the sourcing and use of stock footage easy and efficient. Thus, in only a few years, framepool has become Europe's leading agency for online stock footage. Their existing advertis­ ing clients include Saatchi&Saatchi Singapore; Passion Pictures, Malaysia; Planet Films, Malaysia; Bates Shanghai and many others. The company's success, it claims, is primarily based on its commitment to quality. A stringent selec­ tion process allows only high quality films to make it into the library.

Dr. Stephan Bleek, CEO of framepool and a filmmaker himself, is convinced that another key factor to success in the business is technology.

"We are constantly implementing state-of-the-art technologies into our website. New tools, like the 'visual search option' can be a true source of inspi­ ration to any creative mind."

So far, framepool has acquired a library with more than 300,000 clips from all over the world. It includes some of the world's most beautiful scenery, locations, wildlife, people, sports, aerial and special effects footage shot in a variety of for­ mats including 35mm and 16mm film, HD and Digi Beta. Stephen also encourages Asian filmmakers to offer their material to framepool, claiming that it's "the perfect global platform for talented filmmakers to showcast their material. Since Asian markets have become extremely important to European and American companies, there is quite a demand for Asian film material. This is why anybody who has some exceptional shots should contact us."

I have selected some of my favourite stills from footage available from framepool to share with you in this article. For lots, lots more, take a look at the website www.framepool.com.

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Caffeine Champions When it comes to guzzling copious amounts of java in our everyday routine, from ironing out strategies to meeting deadlines, we often break our own records.

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AdrenalineAwards2005

The One Academy tops this year's ADOI Adrenaline Awards

2005 ADOI Adrenaline winners all in stage with 4As President Datuk Vincent Lee!

'I envy you for the dream you are just beginning - Datuk Vincent Lee edged-out Limkokwing University of Creative Technology (LUCT) to win Best of the Best.

This means that The One Academy can select a student to attend AdFest 2006 in Pattaya, Thai­ land as a guest of the Award organizers, Sledge­ hammer Communications.

Adrenaline 2005 attracted a record number of entries from eligible participants, full-time pregraduate students of advertising, mass communica­ tions, marketing communications, graphics, art, design and other courses in Malaysia and Singapore. The Awards were jud­ ged by a distin­ guished panel he­ aded by S.P Lee, COO and ECD of Dentsu Malaysia and including Brad Hog­ arth, Film Director, Pas­ sion Pictures; David Lok, Photographer; A.A. The best of Best gets to go to the AsiaPacific Advertising Festival (AdFest) in Pattaya next year!

Hanan, Visiting lectur­

FOR the first time in the four-year history of the ADOI Adrenaline Student Cre­ ative Awards, The One Academy of Communi­ cation & Design has

m aDOl MARKETINGCOMMUNICATIONS

er, Universiti Teknolgi MARA; Janet Lee, Director and Trainer, 95% The Writers Academy; and Steve Hough, ECD Saatchi & Saatchi Malaysia.

The Awards were presented by sponsors New Straits Times, Celcom, Corbis, ntv7, Digital Commerce Malaysia, AMP Radio Networks and 8tv at the auditorium in the Securities Commis­ sion, KL. MC for the night was Farooq, and opening and closing entertainment was provid­ ed by a remarkably talented young perfomer of just nine years of age, Vissvash, who sang and danced Ricky Martin-style!

The keynote address was delivered by Datuk Vincent Lee, President of the 4As and Chairman of NAGA DDB. "Like most dreams worth dreaming, advertising is hard work.

It requires not just the most passionate of dreamers but also the best brains, the most persuasive creativity and lots of sacrifice. How­ ever, for those among you who have chosen a career in advertising, 'veterans' like Ham and myself truly envy you for what we know is ahead of you." he said.

There are certainly great careers ahead for the Adrenaline 2005 Awards winners - as for lots of the talented entrants whose work almost made it!

Advertorial

SINCE launching in 2001, MFX has been recog­ nised as one of Asia Pacific's leaders in the world of animation, design and special effects.

Their works have captured the imagination of visualisers bringing ideas to life beyond their wildest dreams. Their recognition stretched fur­ ther than winning metals from the Asia Image Apollo Awards, New York Festivals to being shortlisted at CLIO. The award winning team of progressive designers and visual effects and CGI specialists are also known for their resourcefulness in seeking out and practicing the latest technologies to offer a full spectrum of cutting edge digital effects, animation and broadcast design for commercial, film, television and web based markets.

Situated in the heart of Kuala Lumpur, oper­ ating from a colonial bungalow along the ver­ dant streets of Ampang, MFX blends a unique synthesis of laid-back charm with state-of-theart technology. Chan Moon Kien, Managing Director at MFX appears not to believe in boundaries nor restrictions of any sort. With the latest technologies, the team is urged to explore and grow their creativity. His business is to run without boundaries, their list of clients vastly

international include Africa, Middle East, India, most of Southeast Asia, China, Hong Kong, Indonesia and neighboring Singapore. His entrepreneurial talent has recently received recognition as Emerging Entrepreneur from Ernst & Young Entrepreneur of the Year, Malaysia 2005 Awards.

He definitely has a plateful, running a busi­ ness and constantly pushing everybody to be the best they can. When it comes to his office's equipments he is equally demanding. Recently his demands were put to test with the with the HP Compaq nw8240 Mobile Workstation. HP has sponsored the HP Compaq nw8240 Mobile Workstation for a trial period for Moon.

"My work is often not confined in the office only. After using the HP Compaq nw8240 Mobile Workstation for three weeks, I have to admit that it does help me to be productive wherever my work takes me. Online researches, updates, online communications play a ver/ important role. The wireless connectivity and enhanced battery life help me get connected at everywhere I go. The availability of HP Wireless Assistant becomes easy for me to turn on and off the connectivity, which really helps in opti-

mizing the battery life. Additionally, the form of thin and sleek design adds another advantage for me to bring it around.

A part from that, its great to view full length films, short films, commercials, music videos on this machine. I appreciate the viewing quality on the screen very much. I believe it has to do with its graphic capabilities and high-speed proces­ sor. The advantages of widescreen display, desktop corresponding performance and the built-in-speaker have allowed this machine to support certain video editing. This means I am no longer restricted to only my studio".

Chan Moon Kien, MFX HP Compaq nw8240 Mobile Workstation The HP Compaq nw8240 Mobile Workstation allows Moon access to workstation performance processing and graphics capabili­ ties. Its widescreen display and speakers ensure the subtlest details are seen when viewing work away from his studio. Being a notebook with a thin and wide form factor it is travel friendly ensuring that he gets the power of a workstation with the convenience of a notebook.

Making presentations are a part of his daily rou-

tine, with the workstation superior graphics abil­ ities to render stunning presentations and com­ plex three-dimensional drawings. There is no compromise. If need be, the fully ISV certified models which utilize ATI's powerful graphics controller with 128MB of dedicated graphics memory allows high-quality work to be pro­ duced anywhere.

Keeping a client's work confidential is important to earn a client's trust. Hence the workstation comes with HP Drivelock. This will prevent hard drive data from being com­ promised even if the mobile workstation is lost or stolen. The HP Mobile Data Protection System also helps protect the hard drive from shock and vibration and helps reduce the risk of data corruption. Therefore, no risk of losing work produced for client either by accident or criminal intent.

SUMMARY The HP Compaq nw8240 Mobile Workstation is ideal for a person such as Moon who is looking to have a high-powered mobile workstation. It offers the convenience of mobili­ ty without compromise on the performance that

he requires. An added advantage is the built in security features which protect his work from accidents or prying eyes. These inspire confidence to bring sensitive work out from the studio without any fears.

For more information, log on to www.hp.com.my

ConsumersViews

IBY IAN TE CREATIVE ads go through many phases of scrutiny, rejections and modification and only one will be approved. This remains however only the view of the agency and client. How do the consumers actually see them and what do they perceive? Adoi has selected a few print ads for the scrutiny of the public. For the first Ad Ub, we have selected target audience below thirty. The views expressed here are purely of a group of three, and extremely small sample which only reflects their personal opinion and not a representation of consumers in general. Our study group comprise of:Stephen Hew (27) Customer Service, Banking and Finance; Cathryn Seet (21) IT Graduate; Charmaine Ooi (22) Marketing and Communications Student

"I don't really get it ad. Does it promote Duracell, or does it suggest that the battery dies out easily. The ad is so cute though.."- charmaine

DURACELL

DURACELL ADVERT

BRANDS

Charmaine: I don't really get it ad. Does it promote Duracell, or does it suggest that the battery dies out easily. The ad is so cute though. I feel Stephen: My first impression of this ad that it is a terrible ad to promote Duracell. But I knew immediately that it is that the owner of the car is a forgetful person. Taking Brands does not help. is the Duracell Bunny.

You still forget your keys. But after look­ Stephen: Ah, it seems like the Bunny is back after a hard days work. ing at it properly, I think that it is an However, it doesn't say anything about the durability of the battery. I effective and cool ad. The pictures in actually didn't recognise the bunny until the other two mentioned it. the ad are confusing though. It will be There is no feel to the ad.. But it does suggest that the bunny has stinky very effective if the people actually went out to do it. The picture by itself doesn't feet - maybe. say much.

Cathyrn: It has been a long time since I saw a Duracell advertisement.

Maybe its because I don't watch much TV these days. Wow, a rabbit Cathryn: The ad is trying to suggest that that runs till its feet's smoking. Looks like the rabbit is dying though. by taking Brands, your memory will improve. Looking at the pictures made me Bathroom colour does not match though.

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very confused. There is nothing cute about it as well. However, Brands is already quite an established brand. I will still buy it for the 'energy'. Mom used to ask me to buy Brands just before exams.

Maybe it does improve my memory.

Charmaine: Is it aProton advert? (Points at car key). This is a very confusing ad. Too many pictures. In general, it is not very attractive at all. However, the tagline is convincing. I like the way it puts across the idea that Brands improves memory. Its good because it gives the consumer details about some of the advantages of taking Brands.

They foltow only

FOLLOW Open your mind to the future of design, as some of the most revolutionary names in creativity converge in Singapore to share the thinking behind their ground-breaking work. Singapore Design Festival 2005 is a carnival of creative expression, taking your knowledge of the process of creation to the very edge.

Be there - and be inspired.

Beyond 2005 - The Global Summit for Creative Industries

International Design Forum

15-16 November

26 - 27 October Suntec Singapore International Convention & Exhibition Centre Level 2 Ballroom www.intldesignforum.com

Empress Place Attractions www.beyondsummit.sg Share insights on the creative industries over this 2-day event - featuring discussions and interactions with creative icons and global business leaders, including award-winning architect Rem Koolhaas; "Sex Pistols" founder and impresario Malcolm McLaren; award-winning director Shekhar Kapur; international fashion designer Martine Sitbon; John Howkins, author of "The Creative Economy"; Tham Khai Meng, Co-Chairman of Ogilvy and Mather Asia Pacific; and Wykidd Song, Director of Song+Kelly2l Presented by Creative Industries Singapore, Ministry of Information, Communications and the Arts (MICA) and Global Brand Forum Singapore.

international design forum

Themed 'Driving Business Growth by Design', IDF 2005 explores the most pressing ideas and issues in design and business to underscore the significance of design as a strategic tool that drives competitive advantage.

Speakers include design luminaries Dick Powell of Seymour Powell, UK; Ravi Sawhney of RKS Design, USA;Jez Frampton from Interbrand Worldwide; Verena Kloos of BMW Designworks, USA; and Yao Yingjia from Lenovo Design, China.

Presented by IE Singapore Organised by Reed Exhibitions.

Korean GD Mark Selection (Korea) 12- 18 November The Pavilion at Far East Square

Organised in conjunction with Singapore Design Festival 2005.

Inaugurated in 1985, The Korean Good Design (GD) selection now includes more than 600 product, package, environmental and character designs each year. This week-long exhibition of 20 - 25 Korean Good Design Product Award prototypes is selected from this year's winning entries.

Presented by Korea Institute of Design Promotion (KIDP).

Design Appreciation at Doc Cheng's I - 30 November Doc Cheng's, Raffles Hotel Enjoy a 15% discount for lunch and dinner throughout November, and take note of the unusual accoutrements that are designed to appeal to all senses, such as cutlery, tea and coffee sets and dinner show plates.

Organised by Doc Cheng's, Raffles Hotel.

Singapore Fashion Week 2005 (SFW05)

Red Dot Award: Design Concept

17 - 23 October Multiple venues (please refer to website) www.singaporefashionweek.com.sg

17 November Red Dot Traffic 28 Maxwell Road www.red-dot.de / www.red-dot.sg

Regional and international players converge for Singapore Fashion Week 2005 (SFW05), the world's first integrated textile & apparel showcase. Presenting the entire value chain of the textile & fashion industry through various trade exhibitions and shows, and positioning Singapore as the sourcing platform for the region, SFW05 is poised to generate a tremendous amount of excitement in the industry.

Organised by Textile and Fashion Federation (Singapore), in association with Singapore Design Festival 2005.

reddot

Designing the Singapore Arts School Official Opening: 18 November Exhibition: 18 - 27 November New National Library

The new Design Concept category of the Red Dot Award covers 17 fields, including interiors, mobility, life sciences and communications. The gala dinner, awards ceremony and exhibition for the new Award are being held as part of the Festival.

An exhibition of architectural ideas that support creativity and learning of a pre-tertiary arts school in the city.

Presented by Ministry of Information, Communications and the Arts (MICA) and Singapore Arts School

Presented by Red Dot Singapore.

ADASIA 2005 For 40 years, architects in Singapore engaged the ambitions of a young emerging nation and demonstrated their capacity to produce works of very high quality and stature. The city now holds many exemplary works by local and international architects. The "Singapore 1:1" exhibition aims to present some of these works and discuss their roles in creating the distinctive flavour of our city today, 40 years on.

A GALLERY OF ARAf^Sa5^acffi Mar2006

SINGAP0RE1:1

Young Asian Designers Award 2005 I Design 40 10 November The Ritz-Carlton Hotel Ballroom www.yada.org.sg

Designers Association Singapore (DAS) celebrates its 20th anniversary with "Design 40": a special presentation of awards to the most iconic Singapore designs of the past 4 decades. DAS also brings the Young Designers Award to the regional level with the first Young Asian Designers Award 2005.

Supported by BMW and DesignSingapore Council.

Organised by Urban Redevelopment Authority (URA).

The Best 15 of the G-Mark Awards (Japan) 9 -23 November Asian Civilisations Museum (Armenian Street) Tan Tze Chor Gallery, Talk in ACM foyer

@Good Design

^YADA...

10-12 November Suntec Singapore International Convention & Exhibition Centre Halls 401 & 402 www.designedge.sg

de05 DesigoS?GE

The annual Good Design Awards promote industry contribution to the development of human society. Presented here are the Best 15 of die 3,000 applications this year, as chosen by a jury including Toshiyuki Kita, jasper Morrison and Marie-Laure jousset The 15 Best designs include design products, systems, affairs, experiments, and even future society.

The Feature Event of the Singapore Design Festival a live, interactive presentation of the design process that will inspire leading edge design thinking, from a stellar list of speakers and exhibitors, including Maharishi (UK), The Designers' Republic (UK), Mixed Reality Lab (S'pore) and Surrender (S'pore).

Presented by Japan International Design Promotion Organisation (jIDPO).

Co-Presented by Asian Civilisations Museum.

Presented by DesignSingapore Council.

Produced by International designers Network (IdN).

20 - 23 November Suntec Singapore International Convention & Exhibition Centre, Level 2, Ballrooms I - 3 www,adasia20O5.org.sg ADASIA is the premier event for the advertising and marketing community in Asia. This year's theme "Winning in Asia - New Strategies for a Changing Asia" aims to help Asian marketers identify opportunities, and learn through case studies from some of the world's most successful and up-and-coming brands. The 3-day event comprises a coherence, exhibition, social events and creative awards.

Organised by Association of Accredited Advertising Agents of Singapore (4As), Association of Broadcasters Singapore (ABS), Advertising Media Owners Association of Singapore (AMOAS) & Singapore Advertisers Association (SAA).

SINGAPORE DESIGN FESTIVAL er

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9-23 November 2005 www.singaporedesignfestival.com

Presented by DesignSingapone Council and Partners | Singapore Design Festival is a platform under Creative 2005 - Reinvent Your Future, Singapore's month-long international platform to celebrate and promote the Creative Industries.

ConsumersViews

"...Wouldn't the car owner get insulted? I wouldn't let anyone do that to my car..• - Cathryn If cars could speak!

Create awareness and interest for Kit Windscreen Wash with a small budget.

Solution Take Kit Windscreen Wash to the cars and their drivers.

In parking lots around town, cars with dusty windscreens were selected and "messages' seemingly from the car itself were hand-scribbled using the dust on the windscreen.The product leaflet was placed at the bottom corner of the windscreen.

Results The amusing messages received its desired attention from not just the drivers but passersby as well. Taking the product directly to the consumer helped increased enquiries of the product at trade.

"... I feel that the ad is not too bad.It catches the eye for one. I would say that it is innovative.

Its weird to see an ad like this..."

- Stephen

Stephen: (Laughs upon seeing ad) On 1st impression, I thought that the banner wasn't set up properly. Its like the banner was blown by the wind or something. Upon looking closely at the ad, I feel that the ad is not too bad. It catches the eye for one. I would say that it is innovative. Its weird to see an ad like this.

Cathryn: Does it mean that the towel can absorb so much that it can fill the river? If you look closely, that guy in the picture is perspiring. Should­ n't he get a Scott towel as well? I have a better idea though. Why not they have a picture of a rainy day, and this towel is suspended just below coulds to absorb the rain. In general, this is an effective ad. I like it. Now, where is my Scott Tissue?

KIT Charmaine: "I can't face myself with a car that dirty". This ad is quite funny and inter­ esting. Maybe it approaches the wrong target market. People who don't wash their cars may NEVER wash their cars.

Maybe they should target those who wash their cars and keep it clean. I know people who would try any product just to make their car look good. Another thing, they should leave a pile of brochure by the car, for passer-bys to pick up.

Charmaine: It is simple and gets to the point. It does say a lot about the tissue. I like it because I don't have to read too many things in order to Cathryn: Wouldn't the car owner get insulted? I wouldn't let anyone do that to understand the ad.

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my car. Imagine, I bring a group of friends out for lunch in my car. Sure, my car is dirty, but no one would say anything about it right? Then after lunch, I get back to my car and I see those words on my car. My friends would be laughing at me. I would be so embarrassed and would be furious with 'Kit'. One shouldn't advertise at an others' expense. They should use their own cars!

Stephen: Hey, the background looks like Bangsar. To me, it looks like an awareness campaign. Its an 'Okay' ad in general. But I would term it Vandalism if anyone were to do it to my car.

Why run with the crowd, when you can fly?

At 30,000 feet, inflight advertising gets you soaring above the competition. Spafax Airline Network offers you the undivided attention of over 350 million passengers - now that's something worth taking off for!

Spafax with 40 major airlines on video, audio, print and interactive advertisements to help you achieve incredible mileage. Call (60-3) 7665 9050, email umar@spafax.com.my or log onto www.spafax.com.my to find out more.

SPAFAX

Beyond2005

MAD2005:

PUKCL BOLEH

>LVH!

Get inside the minds of 10 of the world's most influential creative thinkers.

BEYi ND20°5

Bob Isherwood Global Creative Director, Saatchi & Saatchi Worldwide // Jeremy Langmead Editor-in-Chief, Wallpaper* H John Howkins Author, The Creative Economy U Malcolm McLaren Founder, The Sex Pistols // Martine Sitbon Haute Couture Designer // Rem Koolhaas Awardwinning Architect // // Shekhar Kapur Award-winning Director // Tham Khai Meng.Co-chairman Ogilvy & Mather Asia-Pacific // Wykidd Song Director, Song+Keily21 // Yasmin Ahmad Film Director, Malaysia //

Call +603 77263588 to buy. limited stocks,

"Why shouldn't an agency art director come up with an idea for a TV soap?"

IN a career spanning over 35 years, Bob Isherwood has garnered every creative award that counts.

Worldwide Creative Director of Saatchi & Saatchi, and driving force behind the Saatchi & Saatchi Award for World Changing Ideas, Isherwood is undoubtedly one of the most creative thinkers on the planet. He is the star at this month Global Cre­ ative Summit in Singapore - Beyond 2005! ADOI talks to him over email....

Bob, you've been Cannes Jury President and been involved in countless advertising award shows globally. What's your take on the role of award shows?

If you start from the point of view that creativity works - which I do - then award shows spotlight what has been working for clients during the previ­ ous year. By putting ideas on a pedestal, award shows attach a value to ideas that they deserve.

As they say, an idea can come from anywhere.

Do you see a creative renaissance or conver­ gence of sorts on the horizon?

Advertising has always relied on creative input from outside the agency - what about photogra­ phers, illustrators, directors, musicians etc? In the current environment, I think we could see agency creative people really blossom - if they let them­ selves. I believe creative people apply creativity to everything they do in all aspects of their lives. Why shouldn't an agency art director come up with an idea for a TV soap? I think 'divergence' is more like­ ly than convergence.

You are one of the rare 'creative' legends of our time. Why are you creative?

I don't actually know the correct answer to this, any more than I know what makes a joke funny. I'll guess though, that it's a mixture of genetics, emo­ tional need, constant dissatisfaction with the status quo, and brilliant mentors. Plus the fact that I tried being a motor mechanic and was crap at it.

Can you briefly share with us what you'll be telling with delegates in Singapore at Beyond '05: The Global Summit for Creative Industries?

Under the heading, "World Changing Ideas", I'll be exploring how creative thinkers and business leaders jointly hold the key to a better world for bil­ lions of people.

Tham Khai Meng, listed

by AdAge Global New York as one of the Glob­ al Power 100 most influ­ ential people in the com­ munication business and Campaign Brief Asia's number one creative director in Asia Pacific four years in a row; Khai Meng is Co-Chairman and Executive Regional Creative Director of Ogilvy & Mather, Asia Pacific. ADOI asked him if there was any particular defining creative moment?

A creative moment is when you get a cracking ideawhich is very hard to find! It cannot be summoned at will. The process to get there is always by neces­ sity, a messy, time consuming one. I think it would be a bit like wresting with a jelly fish, although I've not done that myself!

The good news is we have clients who under­ stand that a long and uncertain process is needed to incubate... and we make sure they are deeply involved all the time. Because good ideas are almost totally new, they are difficult to identify and make people nervous. That, ironically, is a great place to be in. The reward is we do the best work with these clients. We never forget that we are here to make advertising (and marketing) history for our clients.

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Looking forward to another year of unconventional creative solutions.

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Wishing all Malaysians a Happy New Year.

TBWA-ISC\MALAYSIA 15th Floor, Block B, HP Towers, No. 12 Jalan Gelenggang, Bukit Damansara, 50490 Kuala Lumpur, Malaysia.

Tel: +603 2080 8200 Fax: +603 2092 4130 Website: tbwa.com.my

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KLCC

BY DEAN JOHN

SEEING the magnificent Kuala Lumpur Conven­ tion Centre for the first time on the night of the MC2 Awards was quite an eye-opener. We've seldom seen such a spacious and well-equipped conven­ tion and exhibition facility, let alone one so brilliant­ ly situated in its own 50-acre park, and with a breathtaking front-row view of a global landmark like KL's Twin Towers. The only problem we encountered on the night was the terrible traffic jam between PJ and the venue - and that could hardly be blamed on the management of the KLCC or its management company, Convex Malaysia. So we

were somewhat surprised when Adam MatherBrown, Director of Operations, and Jennifer Salis­ bury, Director of Marketing and Sales, Convex Malaysia asked us if we'd like to help clear-up some negative perceptions they're facing.

Specifically, they told ADOI, word around the KL exhibition and convention industry, or at least some sectors of it, is that the management of the KLCC is "difficult to work with." While of course they strongly disagree with this perception, they said that they could understand why it had arisen.

In selling space and time in a facility so much larg-

er and more technically sophisticated than any other in Malaysia, they explained, they have to set international standards and help lift the local indus­ try to a whole new level.

International shows, they said, bring their own technical people, but local event and exhibition companies also need to become certified to inter­ national standards. "The exhibition industry in Malaysia has really got it together in terms of speed, talent and professionalism," said Adam, "now they just need to become certified to and to implement international safety standards." He

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remember

Venue

made the point that until the KLCC opened there were no qualified riggers in Malaysia, and this, com­ bined with the local tendency to rush build-up and break-down, was a recipe for potential disaster.

To overcome this problem, Convex Malaysia has brought-in expert riggers from Australia to put the 20-man KLCC rigging team through an inten­ sive in-house course. Outside companies can either use this skilled KLCC team or put their own riggers through the same international-standard training course.

After rigging, Adam and Jennifer told us, comes power: a lot of power. Far too much power for unqualified people to use, so the KLCC has to sup­ ply the right people. Distribution boxes for speakers and amps also need to be certified. Another safety consideration is that all fabrics used in displays and exhibits need to be certified fire-retardant, and this consideration also increases cost.

Adam said that the secret to minimizing cost at the KLCC is to submit floor plans and designs as far in advance as possible: a month ahead if possible instead of the more usual week that's customary with "last-minute" operators. He added that with sufficient planning, "anything can be done as long as it's safe and legal." Convex Malaysia has gone to great lengths to minimize costs, he said, even to putting together a basic "package" set-up compris­ ing RM70,000-worth of equipment and rigging and making it available to users for just RM40,000 to RM50,000. He also said that the KLCC had an enormous stock of trusses, lights and projection, audio and other equipment available for use at rea­ sonable cost.

But while stressing that Convex Malaysia strives to make the KLCC as affordable as possible, Adam and Jennifer were also at pains to point-out that they're "not prepared to get into the price-cut­ ting spiral." They said that they want to both lift the current standards of event-staging and audio-visual in Malaysia, and at the same time stablise prices in the marketplace so that both their company and outside suppliers can make fair money.

To this end, they are hoping to get together with a "user-group" of event companies for a dialogue in January 2006, and are also putting together accred­ ited course for the industry, including an Ambas­ sadors' Program for support staff.

m aDOl MARKETINGCOMMUNICATIONS

KLCC at a glance The Kuala Lumpur Convention Centre is Malaysia's largest most technologically-advanced,purposebuilt facility for international, regional and local conventions, tradeshows, public exhibitions, entertainment and private functions.

It is located in the 100-acre PETRONAS Kuala Lumpur City Centre development, which also comprises the PETRONAS Twin Towers, a 50-acre park, the Asy'Syakirin Mosque, Suria KLCC shop­ ping centre, PETROSAINS interactive science dis­ covery centre, Galeri PETRONAS and the Dewan Filharmonik PETRONAS, home of the Malaysian Philharmonic Orchestra.

Featuring the latest in wireless, 3G telecom­ munications and digital audio-visual facilities, the venue comprises: A Plenary Hall on two levels with tiered seat­ ing for 3,000, built-in rear projection facilities and screen, plus a fixed stage with fly tower,backstage support facilities and direct lift, escalator and stair­ case access.

A Plenary Theatre with tiered seating for 500 participants, screen and front projection facilities built-in, plus a fixed stage.

Four Exhibition Halls with direct freight access, mobile and static rigging grids, full cater­

ing services, exhibitor storage rooms, hospitality lounges plus organiser's offices and suites.

A Grand Ballroom to accommodate 2,380 del­ egates theatre-style or 2,000 guests for a banquet.

A Conference Hall for 1,800 delegates set the­ atre-style that also separates to form three halls to seat 500,770 and 510 delegates.

A Banquet Hall with barrel vaulted ceilings and a grand style decor, for up to 740 people set theatre style and up to 600 for banquet seating.

A further 20 meeting rooms that accommo­ date between 43 to 224 delegates.

Other facilities include VIP rooms, Board Rooms, Press Rooms, Business Centre, Bridal Suites, Dressing Rooms, Prayer Rooms, Concierge and Luggage Rooms, Medical Centre, Parenting Rooms, Audio-visual production rooms, Organis­ ers'offices and Hospitality Suites.

Access and accommodation: An air-condi­ tioned pedestrian walkway at the Concourse level leads to Suria KLCC and the Putra LRT station.

700 car park bays are available at the Convention Centre's multi-tiered basement car park.

There are 1,500 hotel rooms on site and over 10,000 additional rooms within 10 minutes of the KLCC.

aDoi

(TlEdiaEianc

BookReview

NEW TVC DEBUT - OCT/NOV 2005

... website must be interactive in order to succeed.That interactivity is not just selecting from a menu, but typing in instructions and having the site deliver the information in the form you requested it...

Brand: FedEx • Title: Stepping Stones • Duration:30sec and 15sec • Client: FedEx • Agency : BBDO • Creative Director: David Guer­ rero and team • Art Director : David Guerrero and team • Copy­ writer :David Guerrero and team • Language :English / Thai / Chi­ nese / Japanese / Korean) • Summary: The TVC takes the FedEx 'We Live To Deliver' platform to a new level, by demonstrating how a team of dedicated FedEx professionals, working behind the scenes, go above and beyond all expectations to ensure delivery.

Immutable Laws Internet Branding AlRies and Laura

Ries

THE 22 IMMUTABLE LAWS OK BRANDING

Brand : KFC • Title: Variety Bucket • Duration :20 sec • Client: KFC Holdings • Agency : BBDO • Creative Director : Ronald Ng • Art Director : Kit Hor • Copywriter: Fariz • Language : BM / English / Chinese • Summary : The Variety Bucket has something for every­ one in one convenient bucket.

Brand : McDonald's • Title : McDelivery 1300 13 1300 • Duration : 30sec • Client: Golden Arches Sdn Bhd • Agency : Arc Worldwide • Creative Director : Steve Straw • Art Director : Mohd Shafiee • Copywriter: Malik Abdullah • Language : English / B.M / Mandarin • Summary :McDonald's launched it's one - number nationwide for delivery services 1st September.The objective of theTVC was to cre­ ate awareness of the service and ensure high recall of the one number.These were achieved with supers and repetitive singing of the one - number against a backdrop of McDonald's food offerings.

Brand :Pepsi 600ml • Title : Drive-Thru • Duration : 20sec • Client: Pepsi Co International • Agency:BBDO Malaysia • Creative Director : Ronald Ng • Art Director: Farrah Bianca / Kit Hor / Pebble Goh / Lynette Ang • Copywriter: Sharin-Shazlina / Adam Miranda • Lan­ guage : BM / English • Summary: More Pepsi.

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

THE 11 IMMUTABLE LAWS OF INTERNET BRANDING by Al Ries and Laura Ries is provocative, and it urges its readers to mentally test its theories. Though some of the theories may seem to be seen through older glasses, it is deserving of a critical read.

The laws detailed include the Law of Either/Or that asserts the Internet should be viewed as an entirely new business, starting from scratch, not just a new medium through which an existing business will be communicating it's mes­ sage. Though some of the strongest Internet brands, such as Amazon.com and eBay.com are Web-only companies, it is stated in the book that there's a big place for brick-and-mortar busi­ nesses to go online and establish their brands there, too. We're still early in the game.

The second law which is the law of Interac­ tivity, contends that a website must be interactive in order to succeed. That interactivity is not just selecting from a menu, but typing in instructions and having the site deliver the information in the form you requested it. That's an ideal, but the book posed the question if this is really relevant for success. Then there is the law of the common name, this argues that common names such as Art.com orAdvertising.com are poor brands.

After all, ArtUFrame.com doubled its sales the month after it acquired art.com.

The fourth law asserts that proper names are to be preferred to generic names. This is the flip side of "immutable" law #3 rendering it uncon­ vincing. But the authors give great advice on selecting a name. They suggest that the best names will follow most of these eight principles: (1) short, (2) simple, (3) suggestive of the catego­ ry, (4) unique, (5) alliterative, (6) speakable, (7) shocking, and (8) personalized.

Immutable law #5, the Law of Singularity affirms that on the Internet there no room for a number two brand. Smaller businesses must be niche players, but they too must be number one in their chosen niche. This makes internet brand-

ing a totally different ball game from that of the 'real' world. The next law, which is the law of advertising concludes that advertising OFF the net will be a lot bigger than advertising on the net. It is of course justified in detail, in a very Al Ries manner.

Following these laws are the law of Globalism, the law of Time, the law of Vanity, Divergence and finally Transformation. The final law states that the Internet will transform all aspects of our lives.

The 11 Immutable Laws of Internet Branding though not entirely immutable, is definitely worth a read. Most reasonably priced through Amazon.com at US$1.22.

STREETWISE

How to Use the Internet, Direct Mail, and Other Media to Generate Direct Sales GEORGE DUNCAN STREETWISE DIRECT MARKETING by George Duncan include an introduction to the Internet and an explanation of e-mail marketing. It focuses on trade expertise to translate direct marketing princi­ ples to the realities of Internet media, primarily the Web and e-mail.

If you can master the principles of direct market­ ing, then you are likely to do well with Internet market­ ing — and in particular, e-mail marketing. It excels in explaining in detail the dynamics of direct response, how to craft an "offer," and how to package the entire message in such a way as to involve the recipient — exactly the same skills the Internet marketer must master in order to succeed in writing and presenting email and Web copy that sells effectively. Another important section of Streetwise Direct Marketing dis­ cusses the intricacies of database marketing, which is increasingly being applied to e-mail marketing through opt-in lists. It is detailed in the book on how to test the quality of rented lists, estimate costs and results, and build your own house list.lf you can't wrap your mind around direct marketing, then you are doomed to meager results.

This book is priced at RM64.20 available at MPH Bookstores

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Giving you the best selection for seven feel good years.

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N D I S T M H W O P V T X I G M E Q RDFIGJAV Look closer.

At ZenithOptimedia we are dedicated to creating a sustainable advantage for our clients, providing them with a quantifiable return from their communications investment that outstrips their competitors.

Our focus on ROI ensures that clients' budgets are invested, not simply spent We believe the most important consideration for any campaign is a demonstrably effective outcome.

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